S UTHERN JEWELRY NEWS
By Wanda Freeman
“A Newspaper Dedicated to the Southern Jewelry Industry”
Wirt’s Jewelers: Banking on Success
Honoring tradition and embracing change go hand in hand at Wirt’s Jewelers, where thirdgeneration ownership means keeping the vision and the books in balance. Kelli Mayfield - who owns and operates Wirt’s in North Little Rock, Arkansas, with husband Lance - took the long way home before finding her place in jewelry retailing. But signing up for the RJO Next Gen Experience helped solidify her path.
“I literally grew up in the business,” Mayfield says. When she was kindergarten age, her mother, Cindy Rouse, began to work at one of the family’s two jewelry stores while her uncle managed the other location. Mayfield recalls riding with her moth-
er to the store and sleeping on the floor in the showcase covers.
“I grew up with a lot of interest in the bench - watching my uncle, the other jewelers, the watchmakers, and playing with the tools.”
Despite that early fascination, Mayfield went on to pursue a degree in special education - until the program changed.
“My uncle had gotten out of the business by then. I was in limbo with my school program, and Mom asked me to come work for her. … There came a sense of pride and desire to grow something my family had built. I later met my husband, and life just fell into place.”
Thirteen years into their marriage, Lance left his career in law enforcement and joined Kelli
in the jewelry business. “Seven years now, working together, and we still really like each other!”
The stores had been established by Mayfield’s grandfather,
Arkansas jeweler’s photos earn gallery showing
By Paul Holewa
Hobbies and interests have defining qualities along with chosen professions. For Craig Underwood, president of Underwood’s Fine Jewelers, photography has gone from a hobby in his late teens to professional, galleryworthy images today.
In November, Craig’s landscape photography was part of a local artists’ exhibit at a regionally renowned art gallery near his home in Fayetteville, Arkansas. Alongside the works of other photographers and local artists, Craig exhibited 15 of what he considered his best Arkansas landscape photographs on November 10, at the 12 Pedal Junction Art Gallery in nearby Springdale.
“Prior to 12 Pedal Junction Gallery I have only participated in two other art exhibits, one in 2022 and in 2018,” says Craig. “These showings helped to promote local artists. Through these two previous shows I have earned some followership among art en-
thusiasts that led to this most recent show at 12 Pedal Junction Gallery, a relatively new gallery with a large regional presence.”
Craig’s evolution as a photographer started in the late 1970s when he was gifted with a Pentax K1000 by his father. Produced from 1976 to 1996 by the Asahai Optical Co. LTD., of Japan, the nearly all-metal SLR (single lens
reflex) camera was an affordable entry-level camera. In its day, the K1000 was an inexpensive work horse model that allowed Asahai to compete with Canon’s and Nikon’s F-series SLRs - cameras used almost exclusively by serious hobbyists and professionals. Exceptional optics, however, came with a catch. All of
Sedric Wirt, who served in the Korean War as one of the “Chosin Few,” soldiers who fought in the Chosin Reservoir Campaign. Wounded and taken prisoner, Wirt
lost both legs below the knee to frostbite during his 10-day captivity. His rehab program introduced him to watch and jewelry repair. Back in the states, Wirt married wife Phyllis at 19 and completed his education in horology through the VA. He was just 21 when they opened their first store and daughter Cindy was born. The store didn’t pan out, and they closed it - but Wirt’s dream persisted. He took a job as a foreman at US Time Corp., and in 1964, opened another store. Phyllis, a seamstress, collected repairs all day while Sedric worked at the plant.
“He would come home, eat dinner, and head back to the shop to do repairs all night,” Mayfield says.
How to set compassionate boundaries with clients
By Kristen Baird
Recently, I wrote a piece for Southern and Mid-America Jewelry News about The Importance of Having Patience and Compassion in Your Jewelry Business In that piece, I outlined how essential it is to be sensitive and flexible to clients going through challenging times, especially through the holidays. However, I also wrote that it’s important to set boundaries and remember that you can’t be everything to everyone. While it may seem that compassion and boundaries are in conflict with one another, they really go hand-in-hand. Without some form of boundary, you will find yourself burning out, which doesn’t serve you, your clients, or your loved ones.
Here are my tips for setting boundaries with your clients, while still leaving plenty of room for patience and compassion:
Announce Deadlines Early
As early as October 1st, I send out an email to my mailing list detailing my holiday schedule. This includes fun things like trunk shows and promotions, but also deadlines such as the last day to book me for a commission piece and the last day for guaranteed shipping in time for Christmas. I also post these dates on Instagram and Facebook with a fun holiday reel and
Craig and his trusty tripod at the Richland Creek Wilderness Areaone of his favorite places to take photos.
Wirt’s Jewelers 3rd generation Kelli Mayfield with husband Lance.
When the Leveretts (then of Leverett’s Jewelry) recommended Wirt to Missouri Pacific, he became the railroad’s official watch inspector, serving until the program dissolved in the 1980s.
“That built up quite a bit of business for us,” Mayfield says.
Wirt’s Jewelers incorporated in 1969 and operated two locations for nearly three decades before closing one. Eventually the family purchased and renovated a freestanding former bank building to move into. The drive-through window came in handy during the pandemic in 2020.
Today, Wirt’s has six personnel, with Mayfield and two others in the back and Lance working with two others in the front.
A significant moment in Mayfield’s career occurred when she hired a jeweler whose passion for teaching meshed with her desire to learn CAD.
“We shared a desire to continue the trade by educating the next generation - and in fact he just left the bench to teach at SEARK College in Pine Bluff,” Mayfield says.
After learning the basics from her former jeweler, Mayfield began designing wax models on her own. She later took Stuller’s beginners’ MatrixGold course and recently completed the latest advanced courses at Stuller. She plans to continue her education in CAD and to complete her GIA gemology degree.
Mayfield credits the Retail Jewelers Organization with helping her get her bearings as a jeweler.
“Joining RJO was probably one of the best moves we made,” she says. “We were able to make friends all across the nation, good people to reach out to whenever you have a question.
“And RJO Next Generation - we were one of the inaugural groups. It’s an education program for people in their 20s and 30s who are part of the family business. They may have been thrown into it, or it may have been their passion, or they’re next in the line of succession.”
During the weekend seminar at McDonald’s Campus in the Chicago area, a major topic was establishing a vision.
“It got the wheels turning. I thought, ‘What’s my vision?’ Did I just want to carry on the current status quo or make it mine? I learned that I’m not a traitor to the family business by putting my own spin on it.”
The Mayfields decided to add a modern touch while honoring tradition.
“What my husband and I
want is to be on the front end of technological changes, and to continue building the knowledge and skills of our people,” she says.
“We value education. It keeps our staff up to date on industry standards. We pay for each of our employees to complete the GIA AJP courses. … We also bring in special training and include them on buying trips and seminars. And in honor of my late grandfather, we plan to open a scholarship to help someone interested in becoming a bench jeweler or watchmaker.”
One tradition that appears to be passed down from her grandparents:
“We are not dependent on the bank! We operate on a cash-flow basis, we own our stock inventory, we follow a budget, and we don’t spend millions on advertising. This allows us to work smart with our money, provide competitive wages for our work family, and reasonable prices to our guests. Plus, we get to take home a reasonable wage to live a comfortable life.”
Mayfield takes after her grandfather in honoring the memo: Instead of stocking unusual pieces, she works with a supplier to provide items on memo to meet requests that current inventory can’t meet.
“What we sell, we pay for. What we don’t, we send back. It’s a win-win for both our vendors and our guests.”
Editor, Bill Newnam bill@southernjewelrynews.com
Publisher, Chris Smith chris@southernjewelrynews.com
Administration and classified advertising
Martha Osswald martha@southernjewelrynews.com
Staff Writers
Wanda Freeman
Paul Holewa
Dianna Jarrett
Deborah Yonick
Vice President Sales
Elesa B. Dillon elesa@southernjewelrynews.com
Contributing Writers
Diana Jarrett
Mia Katrin
Chuck Koehler
Joel McFadden
Guy Pineda
George Prout
Southern Jewelry News
2006 New Garden Road - Suite 208
Greensboro, NC 27410
Phone: 336-389-1950
Fax: 336-389-1952
www.southernjewelrynews.com
email: info@southernjewelrynews.com
views or opinions presented in this publication are solely those of the author and do not necessarily represent those of Southern Jewelry News.
Wirt’s purchased and renovated an old bank building to house their store.
Kelli’s mom Cindy Rouse has been in the jewelry industry since Kelli was a little girl.
Industry Events
2024 JOGS Tucson Gem & Jewelry Show set for Jan. 24 - Feb. 4
The JOGS Tucson Gem & Jewelry Show, a highlight of the year for jewelry enthusiasts and professionals alike, is set to open its doors once again for its 21st year. The JOGS Show will be held at the Tucson Expo Center3750 E. Irvington Rd. Tucson, AZ - January 24th through February 4th, 2024 from 10am-6pm daily and 10am-4pm on the last day. This premier event brings together an international array of participants, from hobbyists, seasoned shop owners, and wholesalers all eager to explore an exclusive selection of stunning jewels, gems, and decor gathered from over 26 countries.
This JOGS Show spotlights a global mix of exhibitors, including master designers, skilled manufacturers, and the very miners and artisans who unearth these treasures. The show floor will be filled with an impressive collection of fine jewelry, including gold and silver pieces, on-trend fashion accessories, essential crafting materials like beads and findings, along with a vast selection of cut stones, crystals, minerals, and other gemstone delights. This is a marketplace for quality items at wholesale value.
Unique Highlights at JOGS:
• Baltic Amber Pavilion:
The largest in the US, this pavil-
ion transports you to the Baltic Sea’s shores, featuring top-tier amber craftsmen and their creations.
• Turquoise & Southwestern Pavilion: Discover genuine turquoise marvels, presented by prominent suppliers from Arizona, Nevada, Mexico, and beyond.
• Silver Jewelry Pavilion: Marvel at exquisite silver offerings from leading global manufacturers, including a special feature on artisanal Balinese silver.
• Global Gem Pavilion:
A treasure trove of rare gems sourced from every corner of the planet.
• Nepalese Pavilion: Admire intricate handcrafted Nepalese jewelry, statues, and artistic pieces.
• Mineral & Gem Décor Pavilion: Enhance your space with natural beauty, from striking minerals and crystals to elegant home décor.
• Outdoor Tent Bazaar: A massive outdoor space filled with crystals, rough materials, and a variety of international exhibitors.
The JOGS Show in 2024 is not your typical trade show. This event provides an enriching experience that celebrates the beauty, rarity, and cultural diversity of jewelry. Attend this extraordinary gathering and benefit from connections, discoveries, and last-
ing business relationships in the world of bling.
For more information or to register, visit jogsshow.com, email info@jogsshow.com or call 877-GEM-SHOW or 213-6293030.
JIS Fall concludes with record attendance and global draw
(NORWALK, Conn.)
Jewelers International Showcase (JIS), the leading event for immediate and seasonal at-show jewelry delivery, proudly announced the successful conclusion of its largest Fall attendance to date. The 2023 JIS Fall show, held at the Miami Beach Convention Center in Miami Beach, Florida from October 13 to 16, 2023, saw an impressive 24% increase in attendance compared to the 2022 show, with approximately 5,500 buyers in attendance.
This year’s JIS Fall event welcomed an increased number of domestic attendees from key states such as New York, Ohio, Tennessee, Illinois and North Carolina. International attendance also saw a notable boost, with visitors hailing from the Caribbean, including Puerto Rico, Jamaica, British Virgin Islands, and the Cayman Islands. Additionally, attendees from Canada, Latin America and India marked an increase in the overall international participation.
The four-day buying event buzzed with excitement as it provided retailers with the ideal opportunity to restock their invento-
ries in preparation for the holiday season. It also offered a platform for exploring a diverse range of products and innovations that are shaping the future of the jewelry industry.
The show featured over 640 domestic and international exhibitors in 11 specialty and international pavilions, showcasing a wide array of fine jewelry, lab-grown products, silver, fashion designs, and cutting-edge equipment and technology in the growing ETS Pavilion. Exhibitors from countries such as Italy,
Hong Kong, Türkiye, and South Africa, among others, and specialty pavilions were a highlight of JIS Fall, including the Plumb Club Pavilion, a leading organization in the jewelry industry, uniting suppliers across various facets of the fine jewelry, diamond and watch industries. JIS also welcomed several new exhibiting high-end brands including Bassali, Doves, Kabana, Mark Henry, and Savoia Italy, to name a few. Sara McDonough, JIS Event Director, expressed her enthusi-
Please see JIS page 8
The Story Behind the Stone Your Options with Opal
By Diana Jarrett
From its earliest known days, opal acquired a name from the Sanskrit word upala, for precious stone. It stands to reason that its primeval moniker harkens back so long ago, since opal was discovered centuries back.
The amorphous silica mineral appears as a phenomenal (play of color) version, called precious opal. Without its iconic phenomenon, it is called common opal. But common opal’s attractive tints make it anything but common to opal lovers.
Long before Australia became synonymous with opal, the
stone turned up 2,000 years earlier in Slovakia’s ancient mountains. It gained widespread acceptance as a collectible gem during its discovery in 1869 in Australia. This colorful jewel soon earned the name Queen of Gems, and it’s been gathering devotees ever since.
Soaring Status
Have you noticed an uptick in opal’s popularity lately? It’s not your imagination playing tricks on you. Recently Australia’s Jeweller Magazine explored opal’s dynamic resurgence on the international market. Could it have anything to do with the re-opening of global trade fairs
RETIREMENT • PASSING THE TORCH MOVING • FINANCIAL DISTRESS GOING OUT OF BUSINESS
30+ Years of Proven Cash Raising Results.Event
The entire sale was one of the best experiences I’ve had in the jewelry business. Our projection was $880,000 and we hit $1.7 million. The fill-in Chuck arranged contained current and fresh goods from vendors we used. The advertising and messaging was positive and we maintained our standard of quality.
— Rick Heimbach Bagley & Co Jewelers | Duluth | MN
after hibernation during the pandemic they wonder? Consumers want to buy and they’re given the option of being reintroduced to opal, dealers explain. And they love what they see. One of Australia’s top opal dealers, Peter Sherman of Sherman Opals gave his take on the trend. “Australian opal is very big on the world stage right now. After a long period of COVID lockdowns, many people have quite rightfully decided that Aussie opals are the most beautiful natural gemstone.”
Not Always a Fan
The stone is no newcomer, of course. Having been around since antiquity, opal enjoyed favor through countless epochs. Yet opal also had a reputation to be avoided for a period of time.
During the Medieval era, Europeans dreaded the opal and nicknamed it the “Evil Eye.” Legends recounted its superficial likeness to the eyes of cats, toads, snakes, and other superstitionprone animals associated with evil. Thankfully that negative mindset took a powder. When England’s Queen Victoria developed a fancy and began collecting opal, others quickly followed suit.
Our 21st century has uncovered a definite upsurge in opal’s desirability. Jewelry pundits think that in our current climate of global uncertainty, opal offers a jazzy option that lifts the mood. This versatile stone has been placed in everything from trendy fashion accessories to royal tiaras, and lately, in engagement rings.
Collectors Love Variety
Consumers are becoming acquainted with exotic varieties of opal and discovering it offers something for every taste and budget. If you love demantoid garnet for instance, you’re a green lover through and through. So adding more demantoid garnets means collecting more green stones to your jewelry wardrobe. That’s fine, unless you think variety is the spice of life.
Lesser known opal has opened up more possibilities for collectors who find opals offer
countless color options. Precious opal yields a dazzling phenomenon, ‘play-of-color’ that hypnotizes opal fans. Within that niche,
opals may exhibit a white ground, blue, red or even black - all lending exciting nuances for jewelry consumers.
But when dealers from far flung regions began bringing exotic opal to market, collectors saw a wider array of colors to collect. This allows shoppers to fill their entire jewelry wardrobe with opal - with each new piece looking nothing like the last.
Exotics for Everyone
Mexican opal delivers that Latin punch - fiery and exciting with its hot orange hues. Besides the more known fire (common) opal, Mexico also produces Morado opal displaying its sophisticated purple tones.
Peru also yields stunning common opal shades like pastel pink and baby blue, even a pastel green that fans adore.
The nature of most opal causes it to fluoresce somewhat. But here’s an interesting tidbit that we may not have known. A
specific area of common opal recovered from Virgin Valley, Nevada yields specimens displaying
strong fluorescence. Many specimens from this distinct area glow with a spectacular green fluorescence.
When offering any opal type whether it’s precious or common opal to your clients, it’s vital to underscore the fact that opals are an all natural gemstone. Accord-
ing to Boulder Opal Mines Australia, owner, John Doyle, “One important thing to understand is that opals are not enhanced in any way to improve their colors, they are just naturally gorgeous.”
Award winning trade journalist and gemologist Diana Jarrett is a Registered Master Valuer Appraiser and a member of the Association of Independent Jewellery Valuers (AIJV). She’s a popular speaker at conferences and trade shows. Jarrett writes for trade and consumer publications, online outlets, her blog: Color-n-Ice, and www.jewelrywebsitedesigners.com. Contact her at diana@dianajarrett.com, visit her website at www.dianajarrett.com, and follow her on Facebook and Twitter (Loupey).
Diana Jarrett
Diamond and black opal engagement ring. Credit Jared
Freeform Fire Opal and diamond ring. Credit Yael Designs
Peruvian Pastel Blue Common Opal. Credit Watermelon Gallery
Opal specimen fluorescing. Credit Albion Gemstones
The Retailer’s Perspective
The joys of working with the public
By Chuck Koehler
I’ve written extensively about all of the crazy encounters that happen when you work with the public. What I haven’t spent much time on is the really cool encounters that also happen when you work with the public. Here’s a few of my personal favorites.
Back around 2009, I was reading ‘Heaven and Hell, My Life in the Eagles’ by Don Felder. Don was the lead guitar player for the band and was the original writer of the song ‘Hotel California’. While at work during the day, I’d pull up songs on the internet that I’d read about in the book the previous night. He had written about certain nuances that you’d never notice unless you were listening specifically for it.
One Saturday afternoon, I was looking for a song that he had written about that was on his bandmate Glenn Frey’s solo album. Just as I was clicking on the song, my front door opened and a man walked in carrying a couple of watches. When I turned my attention from the computer to the door, I accidently played the song below the one I meant to play. It was an obscure song that I’d never heard before, but I was already out front waiting on my customer so I just let it play.
As I’m back changing the batteries, the guy in my showroom was singing along, and singing along very well. When
it got to the chorus of the song, my customer just nailed all of the harmony parts. I was quite impressed. When I finished with his watches, I asked him how he knew that song. He asked me why I was even playing it in the first place.
I told him it was a mistake and I meant to play the one above it. He told me that he’s played in Glenn Frey’s band for decades and that was him on the record singing the high harmony parts. He said he’d been on every Eagle’s tour as a background keyboard player for the last 20+ years. And that, my friends, was how I met Vince Melamed.
I’ve said countless times how it bugs me when someone just has to have their jewelry back quickly because ‘they are going out of town.’ My immediate thought, using my inside voice, is; ‘Geez, its jewelry. It’s not lifesaving heart medicine.’ Then this happened.
A young lady came in looking for a Mizpah charm. But, she needed a three piece charm, not a two piece charm. She told me that her mother had just suffered a catastrophic medical issue and was in the ICU at Vanderbilt hospital and not expected to survive. She and her twin sister wanted a 3 piece Mizpah charm so she and her twin could wear the ends, and put the middle piece on their mother’s neck while she was still alive. And if worse came to worse, to bury her with the neck-
lace. I told her I was on it. It was here that I found out that no one makes a 3 piece Mizpah charm. So I decided to order one, solder the two halves together, and then hand cut it into 3 pieces.
I ordered the charm and paid to have it overnighted back when that was still extremely expensive. There was an ice storm that was supposed to hit overnight so she knew it might not make it here the next day. The next morning, it was all I could do to make it into work, but I was pretty sure that the charm wouldn’t make it. But, through divine intervention, my Fed Ex driver, with snow chains on this truck, delivered it to me. I called the young lady at the hospital and told her I had it in my possession and to give me about 2 hours. She said she was going to start walking my way since it was about a mile between the hospital and my store and all the roads were iced over. It was here when I found out the two pieces of a Mizpah charms don’t exactly fit together like a jigsaw puzzle. Ruh Roh!
It took a little time, but I managed to get the two pieces married together and looking pretty good. The young lady, and her twin sister, finally showed up, shivering, with ice and snow covering their faces. I handed them a sharpie and asked them each to draw a jagged line where they wanted me to cut their piece free. Then, with them watching, I cut the end pieces out, added the bails and the chains and delivered them a three piece Mizpah charm.
Even though their mother had not regained consciousness, they had told her what they were doing and why. About an hour or so later I got a call from the young lady who told me that they put the necklace with the center section on their mother. The twins then put their necklaces on, tell-
Continued from page 4
asm for the positive energy and excellent turnout at the event, stating: “We are thrilled to see such a fantastic response from attendees. The variety of exhibitors, especially the addition of several high-end brands, and the quality of products on display were exceptional, making JIS Fall 2023 a remarkable success for all that participated.”
Retailer attendees provided glowing feedback about the event, citing factors such as the
ing their mother everything that was happening while holding her hands. Five minutes later, their mother passed away. Most people never get to be a part of something so difficult and meaningful.
In 1996, if you tried really hard, you could spend $80,000 on a new Cadillac back when a top of the line Caddy sold for around $45,000. And, I assure you, it is one of the best looking cars you’ll ever see. The first time I saw this particular Cadillac, it was being driven by a couple of homeless looking guys. In the back seat were two very stunning women. I remember thinking how odd the scene was. The girls looked like they belonged in a car like that, the guys - not so much. Before they all got out I got sidetracked and forgot all about it. A few minutes later I went out and looked at the car because it was absolutely beautiful, and, it had Texas plates to boot. I didn’t see the occupants again and an hour later it was gone and I forgot about it.
A day or so later, it showed up again. Same scenario; two homeless looking guys up front, but only one woman in the back seat this time. I watched them all get out and walk towards me. I’ll confess that I was paying attention to the girl, not the homeless dudes, because the whole situation just seemed so out of place. Then I realized the two guys were Billy Gibbons and Dusty Hill of ZZ Top fame. Dusty and the woman walked past me and went into a shop a few doors down. Billy came in my store and asked me about some bracelets he wanted made.
He noticed my Alvarez 6 string acoustic guitar behind the counter and asked me how I liked it. I told him it was a birthday/ Christmas/going off to college present 20 years ago. He asked if he could take a look at it and
large variety of offerings, the opportunity to find everything they need, the presence of exhibitors from all over the world, and the event’s excellent organization and service.
In addition to the extensive exhibitor showcase, JIS Fall 2023 featured a packed schedule of gatherings designed to foster lasting connections between exhibitors and visitors. These included daily Pavilion Pop-Ups, Galleria Lounge Happy Hours, the New Exhibitor Happy Hour event on Friday evening, and the Cocktails and Connections event for all JIS attendees and exhibitors on Satur-
I handed it to him. As it turns out, Billy Gibbons could play it much better than me. After a few minutes, someone spots him in my store and comes in and starts going ga ga over him and he excused himself and got the hell out of there. While he was in the store though, I asked him about the car. He told me that Cadillac was sponsoring their tour that year and all three guys in the band each got one, and they cost $80K each. See, sometimes working with the public is fun.
I hope everyone has a great Christmas this year.
And, if you need that perfect present for the person that has everything, you can order ‘It’s Supposed to Be Funny’, a collection of all of my columns over the last 22 years. Just go to LuLu. com, put my name in the search bar, and order away. A couple of years ago we had to break it into two editions due to the volume of content. Order early as Christmas delivery takes about 2-3 weeks to arrive.
See ya in 2024!
Chuck is the owner of Anthony Jewelers in Nashville, TN. Chuck also owns CMK Co., a wholesale trade shop that specializes in custom jewelry and repair services to the jewelry industry nationwide. If you would like to contact Chuck or need a speaker or instructor for your next conference/event he can be reached at 615-354-6361, www.CMKcompany.com or send e-mail to info@ southernjewelrynews.com.
day, featuring an open bar and a live band, Whisky Six, sponsored by De Beers. Attendees were treated to a unique experience with custom t-shirts screen printed and hand-delivered fresh from production, creating memorable keepsakes.
Save the date for the next edition, JIS Spring, scheduled to take place from March 17 to 19, 2024, at the Miami Beach Convention Center. Registration and additional details will be available soon.
Learn more about Jewelers International Showcase (JIS) at jisshow.com.
Chuck Koehler
NEVER JUDGE A BOOK
I know that when I order a lab grown diamond from Surreal, it is going to be in my store within a
BY ITS COVER
Jackie Slone started her own jewelry store in the Fall of 2021, and now she sells - on average - at least one Lab Grown diamond engagement ring every day. She doesn’t just sell Lab in her local market. She dominates it. Of course, it helps to have the right friends. Congratulations, Jackie. Keep up the good work!
Dream bigger.
Protecting Your Business: Safeguarding against the growing threat of cybercrime
With cyber losses nearly doubling from 2021 to 2022 and trends continuing upward, it’s important to stay educated on cybersecurity best practices to be able to easily identify threats and help prevent them from occurring in your business.
Understanding Cybercrime Cybercrime refers to any criminal activity in the digital realm, spanning internet-connected devices, networks, and even bank accounts. These attacks are often motivated by financial gain but can also include influencing elections and espionage.
Common Cyber Attacks
• Phishing: Phishing emails trick individuals into sharing sensitive information, clicking on a malicious link, or downloading malware.
• Ransomware: Ransomware attackers hold data hostage and demand payment in exchange for its release, usually perpetrated through malicious links in phishing emails but can also be delivered through unpatched devices.
• Business Email Compro-
mise (BEC): This occurs when a cybercriminal compromises an organization’s email system or individual account for the purpose of fraud. A common example of this is a compromised vendor email system sending an invoice with incorrect payment instructions.
• Identity Theft: Identity theft occurs when a valid user’s credentials have been compromised, leading to unauthorized access to sensitive information, such as bank accounts and policy information. Cybercriminals often use phishing attacks to obtain user credentials.
• Supply Chain Attacks:
These occur when a trusted thirdparty vendor software is compromised, injecting malware into the software. Once a business downloads the software, it also becomes compromised.
• Insider Threat: Internal attacks are perpetrated by employees or former employees who have direct access to company information or knowledge of business processes, usually to sell in-
formation for financial gain. Take Action to Secure Your Business
• Cultivate a SecurityAware Culture: Establish a tone at the top to create a security-conscious environment.
• Assess Trusted Partners’ Security Posture: Understand the security posture of your trusted partners. Are they secure?
• Build Relationships with Trusted Security Partners: Have experts on hand if a security incident does occur.
• Employee Training: Continuously educate your staff on security awareness and safety best practices.
• Control Employee Access: Manage information access appropriately.
• Implement Strong Authentication:
o Use strong passwords and avoid sharing them.
o Avoid generic accounts, i.e., accounts used by multiple users and not assigned to a unique individual.
o Utilize passphrases for extra security, i.e., a short sentence or phrase made up of 15 characters.
o Implement multi-factor authentication.
o Employ password management tools, e.g., Keeper and Bitwarden.
• Strengthen Technical Controls:
o Install anti-malware solutions.
o Encrypt your data.
o Implement a firewall.
o Apply timely security patches to your systems and software.
Enhance Protection with Cyber Liability Insurance You can also help protect your business with a cyber liability insurance policy that covers loss of money due to financial
fraud and liability claims. Work with a Jewelers Mutual agent to help you find the right insurance coverage to fit your needs at jewelersmutual.com.
Get Free Training for You and Your Staff Enroll in the online Safety and Security Academy for indepth courses on how to keep your business safe from cyber threats and more at jewelersmutual.com/academy.
Want to learn more about how you can keep your jewelry store safe 24/7? Read Jewelers Mutual’s comprehensive Jeweler Security Guide at jewelersmutual. com/securityguide.
Showcase Light Brilliancy to Sell Diamonds Online and Dazzle Your Clients
Independent jewelers now have an advantage over large internet retailers: Diamond Hunt, an online inventory search and presentation tool complete with powerful 360-degree videos, third-party grading and more. One Diamond Hunt feature in particular delights and converts online customers: the third-party-verified light performance score. Complete with high-res photos and detailed measurements, this engaging visual sales tool is being used more than ever by independent jewelers to drive online sales.
Captivate Customers at Home
The third-party light performance score makes it easy to communicate the meaning and value of brightness and brilliance. Typically cautious online shoppers feel empowered by this knowledge and are able to confidently select the right diamond from the comfort of their own homes.
Diamond Hunt uses clear visuals to demonstrate to the customer exactly what it means when you say a diamond has excellent light performance. The customer can easily compare any diamonds in your inventory to see how subtle differences in color, clarity, cut, and brightness affect overall brilliance and quality, explaining why one diamond is valued higher than another. And customers have peace of mind knowing the light performance score is an objective, third-party grading.
Created by GN Diamond, Diamond Hunt is a white label online diamond shopping portal independent jewelers can use to sell online with their own branding and markups. Diamond Hunt can also be easily used in store simply by displaying the search portal on in-store devices or scanning a QR code.
Convenience for You and Your Clients
While many shoppers still prefer to shop online, and internet competition continues to heat up, independent jewelers need every online sales advantage they can get. Make it convenient and captivating to browse your inventory online with Diamond Hunt’s light performance score, 360-degree video, Gemprint ID, and more. GN Diamond is dedicated to developing practical tools that make it more convenient for customers to do business with you.
Visit www.gndiamond.com to learn how to add a diamond listing that truly dazzles to your website. GN Diamond’s sales representatives are available 7 days a week at sales@gndiamond.com.
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In Search of the Elusive Thermonuclear Unique Selling Proposition
By George Prout
As I write this, I’m on a Saturday evening flight from Melbourne to Philly after an extraordinarily successful one-day Lab Event at one of my favorite customer’s stores. Success in retail generally comes from getting lots of things right simultaneously, but it helps to have an overarching advantage that comes from a powerful Unique Selling Proposition. So this month, let’s examine this fundamental marketing concept by considering its application in a real world scenario.
Our Case Study begins last April, as I contemplated a SWOT (Strengths/Weaknesses/ Opportunities/Threats) analysis of the company for which I had just become President. What opportunity or advantage could an LGD grower obtain or convey as the result of having 4,500 CVD machines, by far the largest possessed by any other single company, and the number my new owners were forecasting to have in place by the end of 2023?
The obvious advantage is scale, and in any technologydriven business, scale matters. So, this would be where I would focus my B to B messaging strategy: Size Matters. But my view of the catalysts for the expansion of supplier market share has al-
ways included the inherent notion that it’s actually the consumer who is the ultimate arbiter of B to B success. What they buy, and from whom they choose to buy it, separates the winning suppliers from the also rans. And sadly, in this business there is no prize for coming in second.
It was in this context of attempting to conceptualize a core benefit to drive B to C sales for our dealers that I stumbled upon a potentially game-changing idea. Since it’s ultimately my objective to place 2,000 dealers nationally, what’s the one thing that I can do that my competitors can’t, that will also convey a spectacular B to C advantage to my dealer network?
When the answer occurred to me, I was surprised by its simplicity. And as I started to contemplate the various ways I could use it to help them, it was also immediately clear that with this idea, I could create what Warren Buffet calls an “Economic Moat” (a reference to a business’s ability to maintain a competitive advantage over its competitors in order to protect its long-term profits and market share) for each dealer in their local market. That idea, simply put, is to assign to each dealer their own CVD Growing Chamber, effectively making them a grower themselves.
Email: contact@pickensinc.com
480 E. Paces Ferry Rd. Atlanta, GA. 30305
In the course of populating the initial dealer network, this idea of acquiring grower status has resonated with retailers in a powerful way. And now, as we deploy 8-week automated social media marketing campaigns featuring the “I’m a Grower” message to support each dealer, it’s exciting to see the concept in action.
Earlier today, as I attended the Lab Event at Wesche Jewelers in Melbourne and saw the store’s sales team rack up over $215,000 dollars in lab sales in a single day, it was extremely gratifying to watch as sales associates pointed to the video of the laboratory featuring the image of the growing machine with the Wesche logo, and then proudly explained that Wesche Jewelers is now a grower, with all the benefits to consumers that flow from being at the top of the supply chain. It was even better to see the jaw dropping expressions on shoppers’ faces as they first absorbed the implications of the grower story, and then consumed the diamond jewelry.
All of which causes me to ask you a question: as you consider your own company’s SWOT
analysis, what’s your Unique Selling Proposition? What can you offer, or what can you do, that conveys a unique consumer benefit in your local market? Remember: USP’s are derived from features, but are only persuasive when you enumerate the benefits that can be conveyed by those features. What features does your company uniquely possess that produce benefits that will cause consumers in your local market to select you as their jewelry store?
Sometimes, the unique feature can be a special talent for either design or benchwork. Or perhaps it’s the special cachet that your packaging possesses with affluent consumers in the market. And yes, sometimes, it can be an element that is conveyed by a supplier with whom you have an exclusive arrangement, in the way that Wesche Jewelers is taking advantage of their newfound status as a grower.
As you read this, I suspect that you are experiencing a contraction in sales, owing to a variety of economic and geopolitical elements outside of your control. I’m not sure how long the contraction will occur, or how deeply
it will impact your sales. But I am confident that as we enter the next economic cycle, your store will benefit from giving this whole idea of developing a powerful Unique Selling Proposition some thought.
If you can properly address this intellectual challenge, you’ll achieve the ability to position your company to ride a robust revenue stream into the future. Find your thermonuclear USP, and a then cultivate a message delivery system to convey it, and you’ll see a market share lift that will leave your competitors green with envy, and your accountant suddenly wondering where the pile of money came from.
Class Dismissed!
George Prout is President of JB Bhanderi, the world’s largest CVD Grower, and maker of the Surreal Diamond brand. He can be reached at george@surrealdiamond.com.
GIA to launch innovative Graduate Jeweler Program in 2024 Potential students may apply now
(CARLSBAD, Calif.) - The Gemological Institute of America (GIA) will launch its re-vamped Graduate Jeweler Diploma Program in 2024. This program is a significant leap forward in jewelry manufacturing education, blending foundational technical knowledge of bench jewelry with a focus on creative expression and how to apply these skills in the industry.
The meticulously crafted GIA Graduate Jeweler Diploma Program, draws on proven techniques employed in both fine jewelry manufacturing and retail jewelry repair. This comprehensive, project-based course equips students with the skills necessary to thrive in today’s dynamic jewelry market. Many of the projects students create in class will help build an impressive portfolio to showcase their skills and creativity to potential employers and cli-
ents as they start their careers.
“Our objective is to instill students with a proficiency in safe practices and jewelry manufacturing techniques that exceed industry standards by setting the bar higher,” said GIA Senior Vice President of Education and Chief Academic Officer Duncan Pay.
“Leveraging decades of experience in teaching Jewelry Manufacturing Arts, coupled with the expertise of master goldsmith and award-winning jewelry designer Alan Revere, we’ve developed a program that hones not only classical technical skills but also integrates cutting-edge tools and equipment within our state-ofthe-art classrooms.”
This 28-week program centers on traditional jewelry fabrication, recognized as the cornerstone of all jewelry making. Essential skills that students learn are sawing, piercing, measur-
ing, layout, filing, forging, bending, twisting and advanced torch techniques, with an emphasis on soldering, annealing and brazing. The program also includes significant gemstone setting training as well as modules on casting, wax carving, laser welding, metallurgy and hand engraving.
Program dates are Jan. 22Aug. 1, 2024; May 13 - Nov. 21, 2024; and Sept. 9, 2024 - April 7, 2025.
GIA’s new Graduate Jeweler Program stands as a testament to the Institute’s commitment to providing world-class education in the field of jewelry making, empowering students to forge their paths in the dynamic and evolving world of jewelry arts.
For more information about the program and enrollment details, visit gia.edu/gem-education/ program-graduate-jeweler.
George Prout
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Successful Custom
Many, many years ago I worked at a nice custom jewelry store in South Carolina. My boss was one of the nicest people I had ever worked for. I was young at the time, fairly recently married, and didn’t have any children yet. We all know just how crazy busy the Christmas season can get. Back in those days, jewelers did 40% of their annual sales in the time between Thanksgiving and Christmas. That year, well before Thanksgiving, we were already booked solid all the way through Christmas. We were working hard, long days, and late hours to push through. Then just a couple of weeks before Christ-
By Joel McFadden
A Christmas story
mas, in walks that special customer. You know the sort. They wait until the very last moment then MUST have you bend over backward to accommodate their needs.
This gentleman wanted a custom ring made for his wife as a special Christmas present and HAD to have it complete to be picked up Christmas Eve. The owner explained to him that we were completely booked up and suggested a gift card, but that just wasn’t good enough. Eventually, the gentleman offered to pay an extra $100 bonus for the jeweler to get it done. The owner asked if any of us wanted to stay late
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Christmas Eve and earn an extra $100 to complete the ring. In those days $100 was pretty good money, so I agreed to stay.
Christmas Eve came and as the other two bench jewelers left I got down to building the ring. It only took a few hours and it came out great.
The customer had agreed to drop by that evening before 9 pm. It was around 8 pm when I finished. The owner stayed late with me. He brought me coffee and helped all he could to get it done. He called the customer to let him know it was ready to be picked up. There was no answer.
After a bit, he called again.
Once again, there was no answer. He left a polite message and we settled in to wait for the customer to show up.
The customer had been so insistent on how this was the most important gift and he would absolutely be here Christmas Eve to pick it up. I was proud of the work I had put into something so special. I couldn’t wait to see the smile on his face when he saw how great it turned out.
We waited and waited and waited. We stayed there until nearly midnight. I was stunned that someone could be so crazy insistent that we bend over backward to accommodate him and
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then dismiss us so easily.
A week later the gentleman walked in to pick up the ring. The owner asked what happened to him Christmas Eve. The man replied, “Oh, I got her something else and decided I would give her the ring later.” If that wasn’t bad enough, the man then added insult to injury by trying to back out of paying the extra $100 bonus because he didn’t pick up the ring on Christmas Eve.
That’s when something amazing happened. My boss called me to come up to the counter where they were standing. As I stood there my boss looked the customer in the eye and said, “This man stayed here until midnight on Christmas Eve to accommodate you! He gave up HIS time with HIS family for you, and you blew him off. You didn’t even think to call and tell us you weren’t coming on Christmas Eve! I think you owe him not just the $100 you promised him for getting the job done, but an apology too.”
In the end, I got the apology and the $100 from the customer. I don’t know if the customer ever did business there again, but the things I learned from the experience are still invaluable.
When you treat your employees with respect, kindness and appreciation of their time and work, they will be willing to work harder and go the extra mile for you. Also, your intake and processing systems are there for all your customers. Don’t break your systems for one customer just because they are loudly insisting or vocal about what they want.
Custom guru Joel McFadden is the owner of Joel McFadden Designs in Chapel Hill, NC. He developed pricing for custom jewelry and repairs for the IJO Prototype Store, opened a business which became a million-dollar store focusing on custom, was named MJSA’s first Mentor Jeweler, was the first director of the Council of Custom Jewelers, and is the creator of the Bench Jewelers Challenge. He is an industry writer and speaks at events. Available for CAD work, stone setting, and complete custom pieces for the trade. Contact Joel at MentorJeweler@gmail.com, 984-212-2217, JMDJewelry.com, Facebook and YouTube.
Joel McFadden
Photos
Continued from page 1
these cameras were fully manual. The user had to adjust the shutter speed and aperture (lens opening) with every shot or even with subtle changes in lighting conditions.
Craig disliked fidgeting with these vital settings for correctly capturing light and images. But like most enthusiasts and hobbyists of the day the extra effort turned the essential skills of photography into second-nature abilities. Before he knew it Craig was the photographer on hand for family gatherings, fun times with friends, and capturing “Kodak moments” with his wife and children later in life.
In the mid-1990s, Craig thought he’d put his photography skills to the test during a family trip to Yosemite National Park. Craig familiarized himself with the works of famous photographer Ansel Adams (1902 to 1984). The naturalist photographer was well known for his breathtaking images taken at Yosemite. Given Craig’s meticulous nature and high standards, he set the family vacation image taking bar pretty high.
“As I flipped through the developed photos I became more and more disheartened as I realized they were all terrible,” says Craig. “My efforts were nothing more than a dismal failure! None of the photographs looked even remotely like the beautiful photos I had seen prior to taking the trip. I was so frustrated I put away any
thoughts of shooting landscapes and for the next several years only used my camera for family photos of my children growing up.”
This routine satisfied Craig’s photography bug for a number of years until taking kid shots reached the “not cool” phase with his then teenaged children. Back to square one.
During that span of time the photo world transitioned from negative film, chemical processes and prints to all digital. And, along with the image evolution the technology to refine and define images (Photoshop and computers geared toward image production and publishing - namely Apple desktops) changed in tandem. With the advent of the internet and social media came the ability to “share” or publish digital images on multiple formats.
To continue his photography interests and refine his craft Craig decided to invest heavily in digital equipment and the computing power and necessary software to support it. And, in the spring of 2012 he also decided to take some landscaping photography classes from locally-renowned landscape photographer Tim Ernst.
“The photography workshop was an eye-opening and inspiring experience,” says Craig. “While I knew my way around a camera, I didn’t know the techniques necessary to capture beautiful landscape photographs. I learned all about lighting and what time of day is the best for shooting, the importance of a heavyweight tripod, using a cable release, mirror lock-up, time exposure and of course, composition. Landscape photography soon became my favorite hobby and I loved learning all I could about this new and exciting world.”
Fortunately for Craig the
merous times, each visit shows me something new.”
Refining and defining a craft isn’t just about skills and an eye for a good image. It’s also about a frame of mind. That too for Craig has evolved over time to that of an artist - a level he has earned with three gallery exhibits under his belt.
“When shooting, whether it is a planned or unplanned destination, I look for scenes that speak to me about the beauty of being outside,” says Craig. “My desire is to capture an image that evokes a feeling of discovery while being immersed in an outdoor experience. I have done my job as an artist if my photo makes you ponder, even for a moment, and wish you were there.”
And, as a small business owner where it’s vital to make high end jewelry look good in
Ozarks are very accessible. It’s roughly two hours from Craig’s driveway to scenic Ozark landscapes. And, as a student of Tim Ernst, Craig also favors his mentor’s favorite spots for shooting.
“I live in Fayetteville, which is located in the heart of the Ozark Mountains. There are so many wonderful places to photograph in this region,” says Craig. “Two of my favorite places are the Buffalo National River as well as the Richland Creek Wilderness Area. I try to visit each of these areas each spring and fall. And while I have been to the same area nu-
promotional material, Craig’s photography work has had an impact there too.
“At the end of the day, Underwood’s Fine Jewelers is my primary focus,” says Craig. “Virtually everything I do is geared to trying to make Underwood’s more successful. That being said, I do use my passion for photography to promote my store. There is an artistic overlap between the custom jewelry I design and the photography I shoot. Having multiple artistic avenues to reach my potential customer base has proven very beneficial.”
Framing a beautiful sunset for a gallery worthy image.
Craig makes regular photography trips to the Ozark Mountains.
Continued
make sure they’re clearly visible on my website. Clients may not be thinking about holiday shopping yet, but getting this information out early will give them a timeline for when they should start thinking about it. I also post regular reminders when key dates are coming up, and expect a flood of requests to come in at the last minute.
Plan Ahead for Exceptions
Even with clear and frequent communication, people are going to miss deadlines. This is why I often have a second internal set of deadlines for exceptions. Especially with commission projects, it’s difficult to have a clear sense of what my capacity is until after the deadline has passed and I know exactly what I’m working on. Once I assess that capacity, I can make an allowance for a few smaller projects to come in, provided the request comes before my internal deadline. People are human and mistakes happen, so plan ahead for a few stragglers.
Streamline Client Communication
Back in the early days of my business, I would have ongoing discussions with clients via text, Instagram messenger, Facebook comments, email, and phone calls. Talk about a mess!
Inevitably, details would get lost and potential business could slip through the cracks. Now, no matter how a conversation is initiated, I’m always quick to move it to email. If design details are discussed via text, I restate those details in the email and continue there.
That said, there is almost always someone who is unable to stick to email, often due to stress in his or her own life. If you still have one client texting you ideas at odd hours of the night, knowing that the other 99% are in your regular inbox makes this much easier to manage.
Don’t Skip the Contract
This is probably the most important item on this list, and it is also one of the most difficult to keep during the busy holiday season. We all know how essential contracts are, but during the holiday crunch, it can be tempt-
ing to skip over this step in an effort to speed things up. Don’t give in to this temptation. Skipping the contract stage or neglecting to clearly lay out the budget and design expectations inevitably leads to aggravation. Make sure that all the back-and-forth of planning a design takes place prior to the contract, so you can refer to it if a client requests sudden and expensive changes. This time of year is why best business practices exist, so don’t let them slide now.
Provide Limited Last-Minute Options
We’re all familiar with the frantic phone call a week (or a day!) before Christmas begging for a last-minute gift. While the deadline for custom pieces will be long past, it is possible to accommodate these requests with-
out driving yourself crazy. In the final days before Christmas, I put together a list of only those items that I have in my studio and ready to ship immediately
This limited last-minute collection is a huge relief to clients who may have dropped the ball this holiday season and to myself. It’s as easy as popping a piece into a package and shipping it out!
When You’re Closed, You’re Closed
The holidays are for family and loved ones. This goes for jewelry designers and store owners as well. Once you set up that away message and turn off the lights in your studio, you’re closed.
Go ahead, enjoy the holidays, and bask in the knowledge that you went above and beyond for your clients. Now is the time
to sit back, relax, and enjoy those Christmas morning text messages telling you how much everyone loves their gifts. That makes it all worthwhile!
Happy Holidays!
Kristen Baird® Jewelry is an award-winning, fine jewelry brand, nestled in historic Savannah, Georgia. In a time where mass manufacturing is predominant, Kristen and her team utilize and preserve traditional metalsmithing skills as they delicately and precisely craft each piece by hand in Kristen’s studio. Using sterling silver, recycled 18K gold, and ethically sourced gemstones, Kristen’s jewelry is full of color and texture with juxtaposing forms both geometric and fluid. Learn more at www.kristenbaird. com.
Madonna Pear Shaped Statement Necklace
Grace 59 Bracelet
Kingsley 25 Carat Emerald Ring
Art Deco Chandelier Earrings
Your Majesty Emerald Statement Necklace Model on the Left
Model on the Right
Olivia 54 Triple White Diamond White
Social media ads, boosted posts, Google paid ads: Making the right call for your jewelry store
By Guy Pineda
The holiday season is fast approaching, and businesses are looking for quick ways to increase exposure and drive sales. In 2022, online jewelry and watch sales amounted to $13.4 billion and are expected to grow in the following years. Staying ahead in the industry now requires every jewelry store to be as adaptable with spending as they are with content creation.
Nobody likes missing out on something big. Make sure you’re planning your holiday promotions ahead of time so you’re not late to the party. You have the option to boost your existing post or use paid ads.
In this article, we’ll clarify the definitions of “Social Media Ads,” “Boosted Posts,” and “Google Paid Ads” to help you make the right choice. These are the fundamental building blocks of any successful online market-
ing, so it’s important to understand how each works.
What are Social Media Ads?
With nearly 5 billion social media users worldwide (Facebook leading with 3.03 billion monthly active users), social media remains a primary platform to connect with your audience through digital advertising.
Social Media ad impressions grow year on year by 20%. It involves investing in paid promotions to deliver your content to a targeted audience across social media platforms.
This paid approach, as opposed to organic reach, is strategically placed in users’ feeds, stories, or timelines to ensure that your ads are exposed to a highly specific demographic based on age, location, interests, and behavior.
Platform by Platform Comparison Facebook and Instagram
Over 70% of internet users use at least one of the platforms under Meta’s umbrella, and as mentioned, Facebook remained on top. A simple post on your feed is already a good start to showcase your new jewelry collection this holiday.
These platforms’ extensive reach and user engagement drive their popularity as advertising platforms. It explains why 93% of businesses maintain a presence on Facebook while 71% are on Instagram.
Pros:
• Not limited to your Facebook page, you can place your ads on Instagram, Messenger, and more.
• Can be fine-tuned to meet your specific objectives, from generating leads to increasing store traffic.
Cons:
• Complex process.
• Requires creating content from the ground up.
GOLD IS HIGH
• While they offer advanced features, this can come at a higher cost than boosting posts.
What are Boosted Posts?
Boosted posts, in social media, are the simple, quick fix to expand the reach of your existing post. Over 80% of social media marketers use this strategy to enhance engagement, and 50% have witnessed sustained sales growth after a continuous campaign of two years or more.
If you share a post about your stunning jewelry pieces, boosting can engage your current followers and attract potential customers who have yet to discover your store. Basically, this is your social media content’s turbo button. When you boost a post, you’re paying a little extra to ensure it appears in the feeds of the people you want to reach.
Pros:
• You can set them up directly from your page’s timeline.
• More affordable compared
to other forms of advertising.
• You can specify the age, location, and interests of those most likely to be interested in your jewelry.
Cons:
• They still appear as “ads” to your audience, which may deter customer engagement. Over 40% of internet users turn on ad blockers.
• You won’t have the same level of customization as with paid ads.
What is Google Paid Ads? Google Ads (formerly Please see Pineda page 27
Guy Pineda
ASHI launches Rewards Program What’s New
ASHI, acknowledges the essential role that sales associates play as the crucial bridge connecting retailers and consumers. “Their unwavering dedication and outstanding sales skills are pivotal in captivating customers and closing sales,” says Mr. Pandya, partner at ASHI. In light of this, ASHI has introduced an innovative cloud-based Rewards Program, designed to appreciate and motivate your sales associates.
In the ASHI Rewards Program, sales associates will be rewarded for each ASHI product they sell, creating an atmosphere that promotes elevated sales performance. By incentivizing your sales associates, ASHI’s program is strategically poised to contribute to the growth of your store’s sales. Sales associates will be able to accumulate Rewards Points for each ASHI product they sell, which can be redeemed in the form of a reloadable VISA prepaid card. The ASHI Rewards Program is entirely cost-free for retailers and all rewards will be provided by ASHI.
As the holiday season approaches, there is an opportunity to provide sales associates extra motivation and compensation. “It’s not just about fulfilling your customers’ holiday dreams, it’s also about empowering your sales associates to make a significant impact on your bottom line,” said Mr. Pandya.
“Over 1,020 retail sales associates have signed up for the Rewards Program - allowing us to give out over $225,000 in Rewards! Let’s continue this remarkable momentum and celebrate every sale made!”
“The ASHI Rewards Program is an extremely user-friendly way for employees to not only track their sales but earn free money in the process!” said Bill Becker, owner, Becker’s Jewelers. “All you have to do is sell an ASHI jewelry item, fill in a few blanks, attach a copy of the receipt and submit. Once you have enough points a reloadable VISA card will be mailed to you. Keep selling and they will keep reloading. It’s that easy! Another example of why ASHI is such a great partner.”
Benefits of the ASHI Rewards Program:
• Encourages PerformanceWith redeemable Rewards Points being accumulated for every sale, there is a clear incentive for each sales associate to make sure they
work towards and secure each and every sales opportunity and customer.
• Maximize Profits - With each sales associate working towards increasing their sales out-
put, there is a boost to the profits for the retailer.
• Increased Job Satisfaction
- With the program rewarding every successful sale, sales associates experience greater job satisfaction as their efforts are being directly rewarded.
• Loyalty - The Rewards Program garners an increased sense of loyalty. Sales associates who see their efforts are valued, appreciated and rewarded, will naturally become more loyal.
• Healthy Competition - The Rewards Program will naturally foster a sense of healthy competi-
tion among sales associates, with each individual working hard to maximize points earned. This in turn will help you generate greater sales and profits.
Features of the ASHI Rewards Program:
• Cloud Based Mobile Friendly Platform - A cloudbased mobile-friendly platform in which sales associates quickly fill out details of each sale on their mobile phone in order to receive Rewards Points.
• Recording a Sale - Sales associates record a sale by choos-
Please see Rewards page 27
ASHI announces 2024 Valentine Marketing Program What’s New
“Valentine’s Day is just around the corner. And there’s no better way to convey those sentiments than through ASHI’s newly revamped 2024 Valentine Marketing Program!” says Mr. Pandya, partner at ASHI Diamonds. “ASHI is here to make sure you
have the perfect pieces that your customers will cherish. This exclusive program goes beyond just offering stunning jewelry; it equips you with the tools to maximize your company’s sales, expand your market presence, and ultimately boost profitability.”
Valentine’s Day is widely recognized as the second biggest holiday for jewelry sales, trailing only the winter holiday season. This romantic occasion is celebrated by couples worldwide, making it a prime time for the exchange of tokens of affection. The allure of giving and receiving jewelry perfectly aligns with the sentiment of love and commitment, driving jewelry sales to peak levels during this special time of year.
ASHI’s Valentine Collection is tailored to boost Valentine’s Day sales by providing a curated selection of ASHI’s most enchanting jewelry pieces, perfectly aligned with the season of love. From classic designs to the latest trends, this collection is designed to capture the hearts of your customers. Each piece represents a harmony between quality and affordability, making it accessible to a wide range of customers while maintaining the high standards of craftsmanship for which ASHI is known.
the success of your business and building ‘Your Brand’.”
ASHI’s 2024 Valentine Flyer is 8 pages with over 200 stunning styles from their Lovebright Collection, Diamond Essentials, Riviera & Tennis Designs, East West Designs, Toi et Moi Styles, Fancy Mixed Shape Designs, Pavé Ensembles, Petite Collection, Personalized Jewelry, Curb & Cuban Styles, Scatter Diamonds, Gemstone & Pearl Sets, Silver Ensembles, and more.
The program includes free Digital Marketing Support - eCatalog Flipbooks, Social Media As-
“Keep the momentum of this holiday season going with an integrated Print & Digital Marketing Program for Valentines,” says Mr. Pandya. “At ASHI, we believe the ‘Love of Giving’ is not a seasonal statement, but our year-round commitment towards
Jewelers Mutual® unveils brand evolution
(NEENAH, Wis.) - Jewelers Mutual® Group, the insurance and business solutions provider dedicated to the jewelry industry since 1913, has announced an inspiring rebranding effort that reflects its 110-year heritage while embracing a modern, and even a bit unexpected twist on its look. The brand evolution showcases a revitalized logo, captivating color palette, refined fonts and a suite of new visual assets that will guide the company forward.
With an unwavering commitment to the jewelry industry spanning over a century, Jewelers Mutual’s brand evolution not only respects its storied past but also ushers in a dynamic future. This transformation embodies the company’s dedication to elevating the love of jewelry.
“Our evolution is a celebration of our legacy and a testament to our constant pursuit of excellence,” said Krystle Craycraft, Senior Vice President of Marketing and Digital. “We stand at the intersection of history and innovation, honoring our rich heritage while embracing the limitless possibilities ahead.”
A Logo that Bridges Time
Central to the rebranding is a new logo that marries tradition with innovation. The logo prominently features an infinity mark, drawn from a silhouette of a jewelry clasp, symbolizing Jewelers Mutual’s enduring presence in the jewelry industry. This emblem not only pays homage to the past but also signals the brand’s steadfast commitment to standing alongside the jewelry industry and its consumers for the next 110 years and beyond.
A Palette of Brilliance
sets, Website Banners, Billboard Artwork, and Email Templates. Additionally, a QuickView Drilldown Flipbook is available with Style Images, Product Info and Prices which are shown in a QuickView popup, making it simple for customers to read the Digital Flipbook without having to leave the catalog on their smartphone, tablet, or desktop computer. The Digital Flipbook can also be linked to your website, emailer, or social media platforms.
For more information on the ASHI 2024 Valentine Marketing Program, call your sales representative, call ASHI at 800-622-2744 or email flyer@ashidiamonds. com.
The brand’s new color palette evokes a sense of sophistication while infusing modern vitality. Subtle yet impactful, the colors draw inspiration from the gemstones that have captivated hearts for generations, connecting the brand’s rich history with its forward-looking vision.
Typography that Speaks Elegance
The reimagined fonts exude elegance and clarity, mirroring Jewelers Mutual’s commitment to transparent communication and expert guidance as a trusted advisor. The typography encapsulates the brand’s ethos - confident, reliable and customer-centric.
Crafting a Complete Experience
The rebrand encompasses a suite of visual assets that elevate the brand experience across all touchpoints. From captivating imagery to engaging designs, these assets work in harmony to create a cohesive brand narrative that resonates with jewelry enthusiasts, industry partners and customers.
JCK Show in Las Vegas Debut
The new brand look was unveiled to the jewelry industry for the first time at the JCK Show in Las Vegas. Jewelers Mutual displayed the new look at six booths with booth graphics, print collateral and branded promotional pieces. The event marked the beginning of a new chapter for Jewelers Mutual, one that embraces innovative thought and technological advances that position the company to deliver unique, personalized customer experiences at every turn.
“At JCK we are thrilled to continue to be the place leading industry brands such as Jewelers Mutual choose to unveil their latest products, breaking news and branding,” said Sarin Bachmann, Group Vice President RX Jewelry Portfolio. “Jewelers Mutual’s beautiful rebrand, first showcased at JCK, was an elevated and refined aesthetic, capturing the essence of the services it provides to the industry.”
See the new brand elements and explore solutions at jewelersmutual.com/rebrand.
A Visit to Mumbai - Diamond Central!
By Mia Katrin
Touching down recently at the Mumbai airport after a 14 hour nonstop Air India flight from JFK New York, I was brought back to the familiar sights and sounds of colorful India, where I always feel so much at home with the gracious, warm and friendly people. Whisked off by a waiting taxi to the 5 star ITC Maratha hotel, complete with pool, spa, and sumptuous buffets, I was the first of our group to arrive, the coordinator for the US delegation of jewelers - retailers, wholesalers, designers, manufacturers - who
were coming to the Mumbai “Buyer Seller Meet” hosted by the Indian Government’s nonprofit Gem and Jewellery Export Promotion Council, GJEPC, representing 8000 Indian manufacturers and suppliers.
India, source of fabled gems, such as the Hope and Koh-I-Noor diamonds, is currently the leading supplier of diamonds to the world, currently providing 90% of the world’s cut and polished diamonds. “Diamond Central” Mumbai is the heart of the Indian diamond industry.
Our delegation of US jewelers met individually with lead-
ing diamond suppliers, including multiple sightholders, to forge new relationships, visit their individual factories and the Mumbai Diamond Bourse. Although some from the US had been already sourcing their diamonds from India through US “middlemen”, many had not been to India before, and were visiting “the source” for the first time. It was a fantastic, positive group who immediately bonded and also enjoyed all the activities, including cocktail parties and buffets, participating in an opening night “drum circle” for entertainment, and excursions to nearby attrac-
tions such as the Taj Mahal. At the opening session, which included a traditional candle lighting ceremony, I hosted a presentation introducing some of our notable members, including Michael Schreier of Luxury Brand Holdings, award-winning designer and international jewelry TV show personality Dallas Prince, trend-setting manufacturer Shahla Karimi, Luxury designer Peter Storm and Couture’s Tony Goldsberry for Rockhouse, who shared their insights on the current state of the US jewelry industry.
The diamond industry worldwide is in flux, due especially to
center of lab grown diamond manufacturing, an “add-on” option after the Mumbai show. And most have already registered for the next major GJEPC hosted, expense paid show in Jaipur, the Colored Gemstone “Capital of the World,” in April, 2024.
the lingering effects of the pandemic, supply restrictions connected with the Ukraine war, and the transformative escalating consumer demand for lab grown diamonds. US buyers were in Mumbai to see and evaluate for themselves the center of diamond and diamond jewelry manufacturing. To go by the overwhelming positive response to the show, the diamond industry is alive and well! “Mumbai and Surat exceeded all my expectations!” said Dallas Prince.
Most of the US delegation continued on to visit Surat, the
Next article, Surat - The Inside Scoop on Lab Grown Diamonds!
Mia Katrin is an award-winning jewelry designer featured in over 100 stores nationally. To become a Jewel Couture LLC retailer, contact www.jeweljewel. com, 828-406-1105 or mia@jeweljewel.com. A recognized industry spokesperson, Mia also writes for several jewelry magazines and frequently is an invited speaker at major national trade events. She recently launched a new marketing agency to help you sell online, TheJewelersMarketer.com.
Mia Katrin
US delegation of jewelry professionals visiting India.
Spectacular diamonds on display.
Traditional Indian candle lighting ceremony.
Pineda
Continued from page 21
Google AdWords) is an advertising platform offered by Google that allows businesses and individuals to create and display ads on the Google search engine and its partner websites.
Google’s dominance in the search market, with approximately 92% market share globally and a 79.8% share in the US, will ensure that your holiday ads can reach an even more massive audience than social media ads.
In the first two quarters of 2023 alone, Google’s ad revenue reached 78% of Google’s total revenue at $112.691 billion. You can use this to your advantage and boost your sales - if your advertising campaign proves successful.
Pros:
• Wider targeting options based on keywords, location, demographics, and user behavior.
• Set your own budgets and bid with the Pay-Per-Click (PPC) Model more than 80% of businesses worldwide rely on.
• Generate immediate visibility and traffic for promotion and product launches.
• Various ad formats (text ads, video ads, and display ads).
• Ad extensions (contact details, location, and links).
• Rank highly competitive keywords.
Cons:
• Competition with popular keywords may drive up the cost per click.
• Click fraud, where competitors or automated bots click on ads without genuine interest, can result in wasted ad spend.
• Can be complex to set up and optimize.
• Without careful budget management, advertisers can overspend.
• Some users use ad-blocking software.
Choosing the Right Strategy
The million-dollar question is: Which approach should you go for? The answer lies in your specific goals.
You might start with boosted posts to build brand awareness and engagement this holiday, and as your business grows, transition into paid ads, whether social media or Google, to achieve more specific goals like conversions, lead generation, and increased store traffic.
In the end, the spotlight is on you. Your jewelry deserves the recognition it gets, and whether you choose to boost your posts or go all-in with paid ads, your collection’s quality will keep customers coming back for more - be
it a holiday season or not.
If you need help deciding or setting up your holiday ads, contact us at Jewelry Store Marketers. We can help you set up an online advertising campaign to boost your sales this holiday season.
Guy Pineda, CEO of Jewelry Store Marketers, has owned an award winning digital agency for the past 15 years and has been working in the jewelry industry for close to 30 years. Jewelry Store Marketers is niche agency that helps jewelry stores get more appointments and increase sales through Local SEO, Digital Marketing, Website Development, Social Media, Videos and more. Learn more at jewelrystoremarketers.com.
rewards
Continued from page 23
ing the item they sold from your inventory list, which is uploaded in the Rewards Module, fill out some basic details of the product sold, and upload the sales receipt.
• Split Sales - Up to three sales associates can split a single sale encouraging teamwork and collaboration.
• Rewards Points - Sales Associates accumulate Rewards Points for every sale they record. The Rewards Points will be reflected in their individual dashboards.
• Redemption of Rewards Points - Rewards Points can be redeemed through reloadable
prepaid cards, which can be used wherever VISA is accepted.
• Rewards Manager RoleYou may also assign the role of ‘Rewards Manager’ to your store manager to manage the program. The Rewards Manager can also have the role of the sales associate and earn Rewards Points for sales made.
If you are interested in becoming a part of the Rewards Program visit www.ashidiamonds.com/ArticlePages/RewardProgram.aspx, reach out to your regional sales representative, contact Jessica Silbert at 337-442-9084 or email rewards@ ashidiamonds.com.
Learn more about ASHI Diamonds at 800-622-ASHI (2744) or visit www.ashidiamonds.com.
The Jewelers’ Security Alliance (JSA) is a non-profit trade association with 20,000 members providing crime prevention information and services to the jewelry industry since 1883. One way JSA informs jewelers is though their weekly email Crime Alerts. The JSA recently reminded jewelers of their recommendations for security measures when carrying jewelry off premises.
These recommendations apply not only to traveling salespersons, but also to retailers when delivering merchandise, going to special events or jewelers at trade shows.
1. Never resist in a robbery, and never chase after the robbers. These criminals will not hesitate to use deadly force.
2. JSA stresses “jewelers do not get flat tires.” (thieves are commonly known to puncture tires so victims are forced to pull over, making them an easier target)
3. Most insurance companies do not pay claims on unattended jewelry left in vehicles.
4. Salespersons must take evasive driving action after every sales call, and before returning to their hotel, home or office. Evasive driving tactics include driving very slowly, driving around the block, making U-turns or
pulling into a bank or fast-food parking lot. Are one or more cars following you? Be aware that gangs may be using multiple vehicles.
5. Vary your route and time when traveling between home and your jewelry business. Check occasionally to see if you are being followed.
6. As you drive to a retail location or your home, scout the area. Park as close to the main entrance to your destination as possible. Do not enter or exit by a rear or secluded entrance. Do not remain seated in your parked car for any length of time before or after sales calls.
7. Do not fall for distractions. If someone approaches you for change or directions, consider yourself a crime target and move on swiftly.
8. Do not leave jewelry merchandise in an unattended vehicle.
9. If you are being followed, call 911 and say I am about to be the victim of a robbery. If possible, make your call obvious to the suspicious persons. When criminals see you using your cell phone after you have spotted them, they are less likely to pursue.
10. If you experience trouble with your car trunk lock, door lock or ignition key, or have a
flat tire, radiator trouble or are bumped by another car, consider yourself a crime target. Immediately get yourself to a place of safety.
11. Jewelers should not take valuable jewelry merchandise to their homes.
12. Even if you are not carrying jewelry merchandise, if you are visiting jewelry premises and are carrying a bag of any sort, you are a target.
13. Keep your travel plans confidential, including flights, departure and arrival times, hotels, rental cars and locations to be visited.
14. Do not gas up prior to returning a rental car. Either purchase through the rental car company beforehand, or simply return the car. It is important to limit your exposure to risk as much as possible, whether at rental car companies, restaurants, hotels, parking lots and elsewhere.
15. When you are entering a hotel lobby to check in, be particularly careful you are not being followed.
For more information about the Jewelers’ Security Alliance or crime data, trends and prevention information, call JSA at 800-5370067, email jsa2@jewelerssecurity.org or visit jewelerssecurity. org.
Wilkerson’s yearly Consultant Seminar
(STUTTGART, Ark.)Wilkerson, an industry leader in jewelry customized sales, recently held their Annual Consultant Seminar in Stuttgart, Arkansas. The nationwide company has hosted the annual educational event for over ten years. This year’s seminar, themed “Wilkerson Works,” focused on pressing topics like sale psychology, marketing and logistics.
“This event is just one of many ways we stay on top of trends and continuing education,” said Rick Hayes, Wilkerson President. “Connecting with experts, each other, vendors and with the larger cultural conversation helps us to be the very best.”
34 Wilkerson consultants attended September’s seminar,
along with ten esteemed vendors.
The three-day event began with a warm welcome address from Bobby Wilkerson, followed by a motivational State of the Business announcement from Rick Hayes and an informative presentation by Josh Hayes on Liquidation and the Sales Environment.
Other compelling educational sessions were held to inspire consultants and encourage mastery of their sales skills. Sessions included The Psychology of the Store by Peter Smith, which focused on increasing emotional intelligence for compassionate selling; consultant-led presentations on essential logistical tools like Media Book and Calendars; and a comprehensive session on
(NEENAH, Wis.) - Jewelers Mutual® Group recently announced the expansion of its “Relieve” counseling service in response to heartbreak being felt in the US and across the world. This service, a complimentary benefit for its commercially insured customers, has been extended to the entire jewelry industry through December 31, 2023, free of charge. The insurer has secured professional telephone counseling services across five countries with potential for further expansion.
“During these challenging times, it is our utmost priority to stand by our customers and with the jewelry industry as a whole,” said Scott Murphy, President and Chief Executive Officer at Jewelers Mutual. “Truly being there for them when they need us most extends beyond protecting their businesses. We have a responsibility to lend a hand and raise up our industry that continues to be the face of strength and resiliency through difficult situations.”
Jewelers Mutual offers the Relieve benefit, through TELUS® Health, which provides counseling services with qualified professional counselors at no charge for jewelers, their direct families and employees who may need support, guidance and healing. Through the end of the year, the offer extends industrywide, with telephone counseling in the US, Canada, the United Kingdom, Ireland and Australia.
Key features of the Relieve counseling service:
• 24/7 assistance
• Confidential counseling sessions
• Access to qualified and experienced professional counselors
The extension of the Relieve counseling service underscores Jewelers Mutual’s dedication to the wellbeing and vitality of its valued customers and the jewelry industry.
Jewelers interested in more details about the service may visit www.JewelersMutual.com/counseling or contact their agent advisor.
Brad Hampton and Corey Family to be honored at 2024 JFC Facets of Hope
Planning, Merchandising and Building Confidence.
“The Jewelry industry is seeing more closures than ever. It’s important that our consultants are the best out there in order to deliver amazing results for all of our store owners,” said Josh Hayes, Wilkerson Vice President.
For over 52 years, Wilkerson has helped jewelers achieve maximum financial success by offering high-level professional expertise. This year’s Wilkerson Works Consultant Seminar was just one of many ways Wilkerson continues to improve their services and deliver exceptional results to their clients. For more information about Wilkerson and their services, visit wilkersons.com.
On Sunday June 2, 2024 Jewelers for Children (JFC) will celebrate their annual Facets of Hope event at the Venetian Resort Hotel Las Vegas, in Las Vegas, NV. Brad Hampton, CEO of Helzberg Diamonds and the Corey family, Jeff, Kathy and Joe, of Day’s Jewelers will be honored. The charity will also announce the success of their fundraising efforts for the year and announce the donations they are pledging to their charity partners.
“Brad, Jeff, Kathy and Joe, clearly exemplify the best of Jewelers for Children and their commitment to our success is unmatched,” said Jeffrey Cohen, JFC Board Chair. “With their headlining the Facets of Hope event in 2024, it will prove to be one of our most successful events in our history.”
The event will be held in the Palazzo Ballroom at the Venetian at 6:00 p.m. with cocktails and
food. A brief program will be held where the honorees are recognized, followed by dessert.
Full details on sponsorship opportunities for the event can be found at the JFC website, www. jewelersforchildren.org. Options for all different levels of donations are available, including tribute ads and tickets to the event.
Jewelers for Children was founded in 1999 by the U.S. jewelry industry with the mission of enriching the lives of children. Since its inception, JFC has raised more than $61 million for programs enhancing the lives of children through charity partners St. Jude Children’s Research Hospital®, the Elizabeth Glaser Pediatric AIDS Foundation, Make-A-Wish® America, and the National CASA Association. JFC also provides support to Make-AWish® International and the Organization for Autism Research.
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Looking to expand your sales in Arizona?
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Berco/Finelli SALES REPS Needed
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Greetings from all of us at Southern & Mid-America Jewelry News!
Join the Vons Jewelry team! Full time position at 3rd generation Jewelry store in Lima, Ohio. Open Tuesday thru Saturday. 10 days paid vacation and 5 sick days. 6 paid holidays. 401k with match, profit sharing. Health Insurance. Minimum 3 years bench experience. Send resume to dennis@vonsjewelry.com
Looking for experienced Jewelry & Diamond Salesperson for a reputed company with a strong closeout delivery line plus a ne jewelry reorderable line for southeast, southwest and midwest territories. With existing business in each area. Members of IJO/RJO with a strong presence at trade shows. Send resume at hr4salesrep@gmail.com
We are seeking an experienced Bench Jeweler to work at our store in downtown Gillette, WY
Resume
JEWELERS & SALES REPRESENTATIVES
The Nation’s Largest Restyle Event Company Seeks Experienced Jewelry Sales Representatives and Bench Jewelers who are free to travel and ready for the financial success that working for a great company offers. Salary plus commissions $80K to $120K+. Set schedule; no cold calls. 34 weeks per year travel required, security provided. Benefits include bonuses, 401K, and profit-sharing plans, dental, paid health and life insurance, commuting allowance, paid travel expenses and vacation.
Fax resume to 770.499.8974 or email careers@danaaugustineinc.com www.danaaugustineinc.com
Responsibilities include: Repair and create gold, silver, and platinum jewelry. Ability to set and design with all types of precious and semi-precious stones. Interact with team members with a professional and friendly attitude. Good time management skills. Maintain a clean and organized workspace.
We are experiencing exceptional growth and are looking for someone who is eager to not only repair jewelry but also help design and create beautiful one-of-a-kind pieces. The quality of what comes off your bench and out of our doors is top priority for the entire team All tools provided. Option of a 4 or 5 day work week with great store hours! Work with amazing colored gemstones, tourmaline, sapphire, tanzanite, etc. We love color! Excellent opportunities for bonuses. Vacation time and health insurance, $60,000-$80,000 yearly. We are a fun professional studio that prides itself on an exceptional customer experience from the smallest of repairs to high-end custom designs. If you want to spread your creative wings and be a part of a store that loves what they do - contact us and let’s talk! To apply, please send your resume, work history, and/or cover letter to Erica Kissack. Bench test required yourelegantkreations@gmail.com We look forward to your application!
Soldering Sucks!
