SOUTHERN JEWELRY NEWS
“A Newspaper Dedicated to the Southern Jewelry Industry”
e April 2025 issue is sponsored by
SOUTHERN JEWELRY NEWS
Casa Leon Jewelers: A tale of endurance and elegance Keeping Watchmakers Ticking for Over a Century
By Wanda Freeman
From the ashes of political upheaval, the Valladares family emerged not just unscathed, but triumphant, facing adversity with resilience and determination. Their story is that of a dazzling journey from forced exile and loss in Cuba to a place of luxury and light at Casa Leon Jewelers in Lake Mary, Florida.
Ivette Valladares-Barriosheir and co-owner of the jewelry
ing learning a new language and adapting to snow and ice in place of tropical breezes. But the Achkar-Valladares family pressed on, determined to rebuild their lives.
Ivette’s uncle, a master jeweler in Cuba, began selling jewelry out of his car in and around Youngstown. In 1961 the family opened their second store, bearing their grandfather’s name, Achkar Jewelers and Manufacturer. The business thrived in Boardman, Ohio, for over 40 years.
store – was just 5 years old when her world turned upside down. In 1960, the Cuban Revolution seized everything the family had built - including Casa Leon, a flourishing department store renowned for its exquisite jewelry.
Faced with grave danger, her father fled Cuba just ahead of military men who stormed their home demanding to know his whereabouts. But Ivette’s mother held her tongue, and he was able to escape undetected. Soon, Ivette and her pregnant mother followed her father and her 9-year-old sister to the United States, where they would begin their new life in Youngstown, Ohio.
Their new world brought countless challenges, includ-
“We were known for creating unique pieces for celebrities and dignitaries,” Ivette says. One such piece was a gold belt buckle for the boxer Ray “Boom Boom” Mancini that was proudly showcased on the Johnny Carson show.
Meanwhile, at their parents’ urging to go to college, Ivette and her three sisters went to medical school and all four became doctors. Ivette, now 70, remained involved in the jewelry business even while practicing medicine. She left medicine when she married and became pregnant in her thirties.
Fast-forward to January 2020, when Ivette and her mother, the original co-founder Navija
Please see Casa page 4
By Deborah Yonick
Jules Borel & Co., established in 1920 by the Swiss-born Jules Borel, is a family-owned business based in Kansas City that tells the American story.
For four generations, the company has specialized in providing watch parts, watch and jewelry tools, and high-end watch repair equipment to watchmakers and fine jewelers in North America.
Jules Borel emigrated in 1918 with experience and connections from working at a watch materials house in Switzerland, and a dream to start his own business in America.
With his wife, Juliette and their children in tow, Jules spent two years traveling around America in a Ford Model T selling watch parts out of a suitcase until they settled in Kansas City.
Borel & Co. has supplied watch parts, tools, and watch repair equipment for over 100 years.
All four of Jules’s sons - Paul, Mark, John, and Pierre (Pete) - served in World War II. Three of the sons decided to join the company, Pierre, John, and Mark, and Jules’s daughter, Antoinette also worked there for most of her life.
Please see Jules page 22
The LA Fires - What’s Next?
How to Help
By Mia Katrin
Raging wildfires have ravaged Southern California for centuries. In the wilderness - forested mountainous regions - pre-1800, approximately 10 million acres burned annually. Part of a beneficial ecological cycle, the fires cycled soil nutrients and cleared space for new plants. More recently, native Californians have mimicked this natural cycle by regularly setting smaller controlled burns, allowing the natural wildfires to run their course, decreasing the amount of flammable underbrush and so minimizing the impact of vast uncontrolled fires.
Enter civilization. SoCal is one of the most densely populated urban areas in the US (7000 residents per square mile in the greater LA area), and one of the most affluent - the average price
per home in Pacific Palisades is $4 million. Featuring some of the most coveted real estate in the world - from Beverly Hills to Malibu, Hollywood to Bel Air - the area is coveted by A List celebrities and features world class icons, such as the legendary “Hollywood” sign.
Worlds collided in early January 2025 when this dense urban expansion met the vast wilderness natural habitat, primed by recent drought conditions and an accumulation of dry underbrush vegetation - two incompatible ecosystems - resulting in disaster.
Please see Fires page 14
Jules
Jaimie Geller’s Jewelry Boutique in Pacific Palisades. “We will pick up the pieces and rise like a phoenix.” Posted by Jaimie on Instagram
Casa Leon Jewelers in Lake Mary, Florida.
Continued from page 3
Achkar-Valladares, launched the third store with the original name of Casa Leon Jewelers, in Lake Mary, Florida. Just three months later, the world paused as the pandemic swept through.
But Casa Leon persevered, and the boutique flourished.
“We expanded to an opulent 4,400 square feet, and our curated collection ranges from $100 treasures to $500,000 statement pieces fit for royalty,” Ivette says.
One serendipitous encounter early on has set Casa Leon apart in the world of luxury. When Ohio native Robert “Kool” Bell of Kool & The Gang walked through their doors in 2020, a powerful synergy was born. This friendship blossomed into an exclusive partnership, with Casa Leon proudly showcasing Kool’s Accutron luxury watch collection. The collection debuted dur-
SJN MAJN
Established 1988
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
Diana Jarrett
Deborah Yonick
Vice President Sales
Elesa B. Dillon
elesa@southernjewelrynews.com
Contributing Writers
David Brown
Diana Jarrett
Larry Johnson
Chuck Koehler
Ivan Levi
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
Any views or opinions presented in this publication are solely those of the author and do not necessarily represent those of Southern Jewelry News.
ing an elegant evening celebrating his Rock & Roll Hall of Fame induction.
“That event cemented our store’s reputation as a premier destination for luxury, exclusivity, and unforgettable experiences,” Ivette says. “Casa Leon embodies a lifestyle - where sophistication
meets warmth, and every customer is embraced as family.”
Beyond jewelry, Casa Leon offers exotic leather handbags and coveted Lladro figurines.
The store frequently hosts events supporting local law enforcement and empowering women’s causes. In 2024, Casa Leon crafted and donated gold pins for each player on the Lake Mary Little League team to honor their championship success.
“It’s something we hope will be cherished by each recipient and their families, as this was the first time ever that they had won,” Ivette says.
At the heart of Casa Leon’s allure is an atmosphere of joy and familial connection, she says.
“My husband of 38 years this month, Rene Barrios, is a brilliant businessman with high standards, which reflects in each aspect of Casa Leon.”
Ivette also credits her staff for the store’s magical combination of elegance and warmth.
“From our manager, who has been with us from day one, to our sales personnel, who truly care for the best of our clients, to our master jewelers, who seek perfection and attention to detail in every piece - we treat every client like family. And in return, we meet the most extraordinary people.”
Casa Leon is more than a jewelry store, she insists: “It’s a testament to resilience, reinvention, and the timeless beauty of dreams turned into reality. A place where every gem tells a story, and every visit feels like coming home.”
Store co-owner Dr. Ivette Valladares-Barrios and husband Rene Barrios will celebrate 38 years married on April 25.
Casa Leon Jewelers has a reputation as a premier destination for luxury.
This 18K Snake Necklace with 23.79 carats of diamonds was donated for auction at the National Veterans Parade Foundation Benefit Gala in Mar-a-Lago.
Navija Achkar-Valladares (center) daughters, l-r: Navi, Ivette, Jeannette and Blanca.
The Retailer’s Perspective
*Tap Tap Tap* Is this ing On?
By Chuck Koehler
“This is the United States calling. Is anyone out there? Over.”
A few minutes go by with no answer. So I try it again; “This is the United States calling. Is anyone out there? Over.”
Another few minutes go by before I discover the problem. My ham radio wasn’t turned on. Oops.
The next time I try it, someone says, “Ah mate, this is Australia, we hear you loud and clear.” A few seconds later, “Oh
yea! 10 and 15 were wide open into Europe. I got real good skip into Scotland and a couple of stations in Italy on my very first CQ, mostly on 10. I worked a little CW QRP on 15 into England, just 5 watts! All good QSOs! Lotta fun, old man!”
Who doesn’t just love a good ham radio conversation? No, we’re not living in the Twilight Zone. No, we’re not in a science fiction movie. And no, we’re not in a weird, parallel universe. We’re in this thing called ‘Spring’ Spring is a magical place
where the white stuff is replaced by the green stuff. Barren limbs are replaced by leaves. Go ahead and put away all of your coats, sweaters, long johns, and gloves until next winter. Oh, and that blue thing you see way up high, that’s called the sky. Yeah, winter is over. In just a few short months we’re all going to be complaining about how hot it is, but not today. Today, we rejoice.
But, I digress. There is something else going on right now. The proverbial ‘elephant in the room’, so to speak.
Tariffs!
Our industry is global. I like to think that the jewelry industry was the original multi-national, global industry to exist. Way back the 1,600s, diamonds were being mined in one part of the world, cut in a different part of the world, and then sold in every part of the world. What industry did that before us?
Since the beginning of civilization, gold has been mined in various locations across the globe. Then it is refined in other locations, and then sold in every country around the globe. In case you’re not aware, China is currently the largest producer of gold. South Africa has dropped to 8th place, which surprised me. Diamonds are also mined all over the planet, with Russia now being the #1 supplier of mined diamonds. Let me tell you a little story about Russia and their diamond mining operations, from back in the day.
Back in the late ‘70s, if my memory serves me correctly, the Russian government decided they were going to opt out of the DeBeers distribution system and sell their diamonds directly to DeBeers’s customers. Russia was going to effectively ‘cut out the middle man’ in the diamond distribution system. DeBeers wasn’t amused. At that time in history, DeBeers had a monopoly on the diamond market, with no plans on surrendering any part of that market.
DeBeers basically controlled the production and distribution of the vast majority of the diamond mines across the globe. They would sell their rough diamond production to ‘sightholders’. Sightholders were basically the owners of the world’s largest diamond cutting factories. In the 1980s, it was estimated that there were around 300 sightholders, but DeBeers would never officially disclose the actual number.
When it was time to release diamonds to the market, DeBeers could manipulate the price by withholding diamonds that had fallen in price. If half carat, SI1 diamond sales were flat, none of those diamonds would be included in the parcels that were offered to the sightholders, thus, driving the price back up due to unavailability. DeBeers was good for our industry back then. If you were a sightholder, you bought what DeBeers offered you, and said; “Thank you sir, may I have another?” Being a sightholder was a very big deal.
When Russia decided to go around them and go directly to the sightholders, DeBeers informed their sightholders that anyone that bought diamonds directly from Russia would be banned forever from DeBeers, and they would lose their sightholder privileges.
A few months later, Russia learned their lesson and backed down, and began selling all of their production through DeBeers again. The moral of the story is; DeBeers was so powerful that they were able to make the Russian government quickly back down.
But, back to tariffs. The current administration is hanging tariffs over the heads of practically every country on planet earth. I currently have a big custom job that is being manufactured in India. Like so many of you out there, I didn’t factor politics into my pricing structure on this job. If my supplier is forced to pay a 25% tariff to send it to me, who absorbs that cost?
As a proactive step, I called my supplier and asked them to bump me to the front of the line so that my job is delivered before the tariffs take effect. They informed me that I was the 436th person to call them and ask the very same thing.
So, what is the plan going forward? I have no idea. I don’t spend a lot of time worrying about things that are out of my control. What is in my control though, is how I price the job to my customer. I factor in all known obstacles upfront. Going forward, if the tariffs are put in place, I’ll treat it just like the cost of the raw materials, and the labor, that I have no control over either.
Don’t forget that we are the industry that went from $400 an ounce gold, to $3,000 an ounce gold. We’re also the same industry that went from $3,000 per car-
at for diamonds, to $400 per carat for lab grown diamonds. We’ve weathered worse than tariffs Will wholesalers be forced to raise their prices due to tariffs? Probably. Will retailers scream and cry saying their customers will never pay those prices? Probably. Well let me point something out to everyone. Our customers don’t buy, sell, and trade in jewelry every day. We do that. The cost of sizing a ring has had to increase in price due to the price of gold. Customers don’t get rings sized every day. The average customer hasn’t had a ring sized in a couple of years. They don’t remember what they paid the last time. They may ‘think’ they remember, but you and I know that they don’t. If you were to pull up their last sizing from 6 years ago, the price they paid, and the price they ‘think they paid’, are nowhere close to the same number.
Whether tariffs go into effect or not, we’ll get through it. We’ve been through worse, just look at the gray in my beard and you can see it. Every couple of years we face this stuff, and every couple of years, people think the sky is going to fall, but it never does. Just do what I said at the beginning. Go outside and look up at that magnificent blue sky, and enjoy the spring. Until next week when we get that final blast of winter that makes you mad because you listened to me and put your coats and gloves away already.
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, or send e-mail to info@southernjewelrynews.com.
Chuck Koehler
JUNE 6-9, 2025
The Venetian Expo Las Vegas, NV
BRIDAL PAVILIO, SECOND FLOOR BOOTH # 15059
Move
RJO honors Terry Dickens for nearly 40 years of distinguished service
(PHOENIX, Ariz.) - RJO, Inc. proudly honored President of the Board of Directors Terry Dickens, Herteen & Stocker Jewelers, for his nearly four decades of unwavering leadership, commitment, and service to the organization. Terry has played a pivotal role in shaping the success of RJO, demonstrating an extraordinary dedication to its mission and members.
Terry began his tenure with RJO in 1987 as a member of the Merchandise Review Committee, where he served diligently for three years. In 1990, he joined the Board of Directors, contributing his insights and leadership to guide the organization forward.
His impact deepened in 2004 when he assumed the role of President of the Board, a position in which he has exemplified strategic vision and steadfast guidance.
Beyond his leadership on the Board, Terry was an integral part of the inaugural RJO Foundation Board of Directors from 2015 to 2017, helping to establish the foundation’s philanthropic initia-
tives. Additionally, he dedicated two years as Vice President of the Iowa Jewelers Association, further demonstrating his commitment to the industry. Throughout his tenure, he has also attended every RJO show for the past 40 years, a testament to his steadfast support of the organization and its members.
In recognition of his extraor-
dinary contributions, the RJO Board of Directors has bestowed upon Terry the distinguished title of President Emeritus. This honorary title reflects the deep gratitude and admiration the organization holds for his years of leadership and service.
As RJO moves forward, the Board has appointed longtime, dedicated board member Bill Becker to serve as acting President. With Bill’s experience and commitment, RJO is in great hands, poised for continued success and growth.
“We cannot overstate the impact Terry has had on RJO,” said Becker. “His leadership has been an inspiration, and we are grateful for the legacy he leaves behind. While we will miss his guidance
in an official capacity, we know his influence will continue to be felt throughout the organization.”
“Terry’s dedication and leadership have been instrumental in shaping the direction of RJO,” said Sarah Streb, CEO of RJO. “His tireless commitment, wisdom, and passion for the jewelry industry have left a lasting legacy that will continue to inspire us all.”
As RJO, Inc. celebrates Terry’s remarkable contributions, the organization extends its deepest gratitude for his years of service and leadership. His impact will be felt for years to come, and his legacy will remain a cornerstone of RJO’s continued success.
Learn more about RJO at www.rjomembers.com.
ASHI announces latest Sales Associate Giveaway winner
ASHI is excited to announce the winner of their 2025 Valentine Sales Associates Giveaway - Melissa Durbin from Saxon’s Dia-
ASHI’s Valentine Sales Associates Giveaway, hosted on Instagram @ASHIDIAMONDS, invited Sales Associates to join in
mond Centers in Aberdeen, MD.
ASHI introduced this Valentine Sales Associates Giveaway via Instagram as a token of appreciation for the passion and dedication Sales Associates bring to the world of fine jewelry.
The prize, a beautiful 14K Diamond Clover Fluted Pendant valued at $1,495, is more than just a prize - “it’s a sparkling symbol of ASHI’s sincere gratitude for the commitment and passion that Sales Associates bring to the jewelry industry,” said Mr. Pandya, partner at ASHI.
a celebration of their hard work and achievements. The giveaway reflected ASHI’s ongoing efforts to acknowledge and celebrate the invaluable contributions of Sales Associates.
“ASHI expresses its heartfelt appreciation to all participants and assures them that more exciting giveaways are on the horizon,” said Pandya.
For more information about ASHI, call 800-622-ASHI (2744), contact your Regional ASHI Sales Representative, or visit www.ashidiamonds.com.
Terry Dickens (left) and Bill Becker at the General Membership Luncheon at the 2025 Retail Jewelers Organization (RJO) Winter Buying Show in Phoenix, AZ.
LaserStar’s Advanced Laser Welding Technology now available at Stuller Industry leading laser welding solutions and service
(LAFAYETTE, La.)Stuller, a trusted leader in the jewelry industry, is expanding its laser technology offering with LaserStar’s innovative solutions. This strategic move follows Coherent®-Rofin’s exit from the jewelry space and enables Stuller to continue delivering exceptional laser welding technology to jewelers.
LaserStar Technologies is a trusted provider of advanced laser welding solutions for the jewelry industry and is known for their precision, innovation, and reliability in creating high-performance laser systems.
“We are thrilled to welcome LaserStar into our product lineup,” said Tiffany Adams, executive director of merchandising at
Stuller. “Their innovative technology enhances our selection, allowing us to offer even more solutions that meet the evolving needs of today’s jewelers.”
Key benefits of the new partnership include:
• Optimal Product Assortment: Updated selection of laser welding systems tailored to meet the diverse needs of jewelers.
NEW Diamond Tester!
OTi by Presidium- 590.878- $1,495.00-
The OTi accurately identifies natural diamonds from synthetics. It distinguishes colorless diamonds against lab grown diamonds, moissanites, and all common diamond simulants like glass, sapphire, and cubic zirconia.
With dual technologies of Optical/Thermal testing in a single probe, the OTi provides a cost-effective and fast test. The Replaceable Probe Technology minimizes equipment downtime. Its compact and portable design is perfect for on-the-spot testing.
Up to 1.5 hours of continuous usage!
Features:
• Dimensions: 4.1 inches long x 2.7 inches wide x 0.9 inches high.
• Weight (without batteries): 0.23 pounds.
• Power/Batteries: 3 x AAA rechargeable/non-rechargeable
Colored Foil Back Stone Assortment- 900.422- $44.95432 pieces total, three each of 12 colors in 12 sizes. Sizes: 1 mm to 5.4 mm. Refills available by size and color and sold by the dozen.
White Round Crystal Foil Back Stone Assortment- 900.417- $25.95144 pieces total, twelve bottles of 12 each round white crystal foil back stones. Sizes: 1 mm to 5.4 mm. Refills available by size and sold by the dozen.
Clean Earth 14K Gold Plating Solution- 451.212- $289.00
Clean Earth 18K Gold Plating Solution- 451.214- $289.00
Clean Earth Cyanide Free Gold Plating Solution- 451.216- $289.00
Produces a uniform gold plate. Use with stainless steel or pure gold anode. Plate with the solution heated to 140 degrees Fahrenheit at 3 to 4 volts for 30 to 45 seconds. Pre-mixed, 1 Quart.
Silver Free Plating Solution- 451.220- $73.25
Produces a uniform silver plate. Use with stainless steel or pure silver anode. Plate with the solution heated to room temperature at 1.4 to 1.8 volts for 15 to 90 seconds. Pre-mixed, 1 Quart.
• Enhanced Support: Continued dedication to exceptional service, including technical assistance and training.
• Flexible Financing: Convenient in-house financing options designed to make advanced technology more accessible.
“This partnership combines LaserStar’s cutting-edge solutions with Stuller’s service, sup-
port, and StullerPay,” said Jacob Dupuis, senior director of sales. “B&D, a Stuller company, adds value by providing expert diagnostics, maintenance, and vital knowledge for a variety of equipment, which now includes LaserStar products. Our team of highly skilled technicians ensures that customers receive reliable support and solutions tailored to their specific needs, maximizing productivity and equipment longevity.”
For more information, please visit www.Stuller.com/LaserStar.
Blue Star Electroplating Machine- 470.530- $495.00This powerful 30 amp rectifier will electro-strip, electro-plate, and electro-form to the highest quality standards. Heavy duty stainless steel body with precise voltage and amperage meters. Work and anode leads, instruction manual, and three 3-amp fuses included. Unit Standard: 120 volts. UL approved.
IAS Training introduces Retail Sales and Sales Management Munchies
Brad Huisken of IAS Training, frequent contributor to Southern Jewelry News and Mid-America Jewelry News, has announced a new, free weekly training newsletter - Retail Sales & Sales Management Munchies, Proven Strategies, Techniques and Principles to grow your business.
The recently debuted newsletter is delivered every Friday via email.
The newsletter will provide sales and sales management strategies and techniques, designed to increase sales and profits. Huisken recommends that all jewelry store owners, managers and salespeople subscribe to this free training opportunity.
To subscribe visit principlesforbusinessandlife.com/contactus.
Blue Star Electroplating Machine
Kim International releases new Romance Bridal Collection Look Book
Kim International has announced the release of the new Romance Bridal Collection Look Book, featuring hundreds of fresh new styles, as well as all their proven favorites.
The beautiful 68-page catalog showcases a variety of elegant designs from classic hidden halos to trending wide-band styles. Romance offers rings for every taste from modern, to timeless classic, to re-imagined vintage designs. To meet current consumer demand, Romance has introduced many new semi-mount designs for larger 2 and 3 carat centers in both yellow and white gold. Also premiering is the new Romance Pure Collection - a group of KIM’s top selling styles available in platinum. The wide selection ensures that every bride will find her perfect ring.
With personalization of engagement rings an important trend for today’s brides, KIM offers a quick and easy custom department, with a range of customization options like metal type/color, stone size/shape, stone type/quality, and unique design modifications. Offering realistic 24-hour CADs, KIM can
The Romance program offers many perks for retailers, including beautiful new custom displays. Romance’s extensive CZ sample program features exact replicas in high-quality sterling silver and CZs, backed with live in-stock inventory in Dallas, TX. Their SPIF reward program is one of the most lucrative in the industry with instant rewards and no accrual needed.
KIM’s comprehensive Romance marketing package offers many complementary assets: Romance hand-out catalogs, extensive social media library, custom posters/duratrans, TV Loop, ad/billboard designs and much more. The website options include an elegant, e-commerce enabled retail jewelry website (powered by Thinkspace) that includes every feature a jeweler could need. Embeds are available for all their brands as well as high-quality images and data links.
KIM’s commitment to excellent quality, fine detail and outstanding value is evident in every design. Each ring is created in their own factory to exacting standards, and is backed by a limited Lifetime Warranty against defects in quality and workmanship. KIM controls the process from concept to completion to ensure the highest standards. As members of the Responsible Jewellery Council, they commit to operating in accordance with the RJC code of responsible human rights, social and environmental practices, and conflict free supply chains.
To receive a copy of KIM’s new Romance Bridal Collection Look Book or to inquire about becoming a Romance retail
THIS
EARN CASH DIVIDENDS WITH RJO.
RJO member/owners are independent jewelers who, through their numbers, exercise powerful buying clout. What’s more, they also receive cash back on everything they buy from RJO’s world-famous vendors.
But we’re more than a buying club. We offer free seminars, succession planning and hosted foreign buying trips. Plus we have a private Internet site for networking with peers and provide simplified bookkeeping where one check covers multiple vendors.
Visit our website to discover the many other advantages of RJO membership and how to apply.
Continued from page 3
Fueled by the hot raging Santa Ana winds, blowing in from the desert at speeds up to 100 mph, LA was a tinder box - a conflagration waiting to happen. The tiniest spark, ignited by an electrical glitch, or in one reported case, actual arson, traveled rapidly over distances up to two miles, setting everything in its path ablaze.
“The Palisades Fire (ground zero for several of the largest
fires) was one of the most destructive natural disasters in the history of LA,” according to Fire Chief Kristin Crowley. Ranging over 57,000 acres, over a period of several weeks, the overall damage was recently estimated at over $50 billion according to the Wall Street Journal. 212,000 residents were evacuated, 18,000 structures were destroyed or damaged, and at least 29 lost their lives, some while staying behind trying to save their homes and businesses. The speed of the fires’ ex-
have closed until further notice include Ring Concierge in Century City and Catbird in Larchmont and Culver City. Sotheby’s temporarily closed its LA Gallery. Jewelers are a closely knit family. The national response was immediate and heart-felt. Amanda Gizzi from Jewelers of America reached out to us, letting us know of the reopened Jewelers Relief Fund supporting jewelry businesses damaged from the devastating Southern California wildfires. “Our hearts are with our fellow jewelers who are affected. We hope the Jewelers Relief Fund will unite our jewelry community to lessen the burden of our fellow jewelers who may have a long road of recovery ahead.” Go to www.jewelers.org/relieffund for donations and to apply for support.
How else to help? Other organizations rallying support include the Red Cross, Direct Relief, LA Fire Department Foundation, and
pansion as well as the complete devastation in some areas was almost incomprehensible. Dallas Prince, the internationally celebrated jewelry designer, shared with us, “On Tuesday, January 7, my day began at 5:45 am preparing for three remote appearances on QVC2 from my home in Santa Monica, CA. Shortly after my first appearance, my husband, headed for downtown LA, called about a possible fire on Santa Monica. Immediately turning on the news I realized the fire was in Pacific Palisades, just adjacent to our home. By the time I finished my next on-air appearance on QVC, the plume of smoke was enormous and blowing directly overhead. Multiple fires were now active, the devastation being reported on every channel. This was the first time in 30 years we knew it could reach our home. No one could predict the next 48 hours.”
“We lost power for the next 20 hours, but had cell phone reception, reaching out to family and friends as we packed to evacuate, aware that we would leave everything else behind. Miracles do happen. The outrageous winds that fueled the fires turned toward the ocean and stopped one mile from our neighborhood, an evacuation area. We stayed up all night waiting for the mandatory evacuation, but it remained just 10 blocks away. Los Angeles will never be the same, and much of the devastation is likely to never be rebuilt.”
Others were not as fortunate. Five stores that burned to the ground include: Jaimie Geller’s Jewelry Boutique, Elyse Walker’s flagship store on Sunset Boulevard, JJ Martin, which was preparing to open their first US store, La DoubleJ Jewelry, and David Tishbi Jewelry on Via de la Paz. Many other jewelers were affected. Tova Fagan in Malibu lost her home. Local jewelry stores that
the ASPCA in LA County. Mejuri temporarily closed three of their LA locations and organized food drives. Rod Miyata offered to keep their customers’ jewelry in their safe until they are better situated. Eric Yen, the pearl wholesaler, posted incredible photos on Instagram, some taken by drones, showing entire neighborhoods leveled to the ground, with only ashes and rubble remaining. The extent of the devastation is breathtaking. #WildFireAid Our industry rallies together in times of crisis, with jewelers reaching out to support others, strengthening bonds and our industry itself. There are plenty of opportunities to provide support, which is greatly needed. The outpouring of compassion has been as widespread and rapid as the fires themselves, perhaps the “golden lining” in this transformational event. In the words of Jaimie Geller, “We will pick up the pieces and rise like a phoenix.”
Sunset Boulevard in flames. Photo courtesy Elyse Walker on Instagram
Firefighters at the scene of the inferno. Photo courtesy Elyse Walker on Instagram
LA neighborhoods reduced to rubble after the fire. Photo by Eric Yen posted on Instagram and X.
It’s Spring! Time to wake up your showcases
By Larry Johnson
As the seasons change and our part of the world awakens from winter, it is a great time to set aside some time and take a hard look at your showcases and fix things that might be holding your sales back.
Here are a few efforts that might help your sales.
• Either thoroughly clean (or replace) the fabric on your showcase floorboards. Simple Green all-purpose cleaner works wonderfully on the leatherette used in most jewelry displays and will remove almost anything except ball-point pen ink. Don’t
scrub the displays, just apply the cleaner, let it work for 15 seconds and then wipe off with a damp rag.
If your showcases still look tired, order new fabric from a display company. You’ll need a yard of fabric (about $35) for each 6’ of case. Changing floorboard color is the least expensive way to give your store a new look.
• Put the pieces you want most to sell in the “sweet spot” of each case. Research shows that when a customer first comes up to a case, they always look at the back center of the showcase first. Place your higher priced items in that spot so everyone stopping at
that case will notice them. The more people that see a piece, the better odds of a sale.
• Implement “program trays with signage” in multiple merchandise categories in your cases. When your case is full of 30 pairs of stud earrings on individual earring elements, you are making that area hard to shop for your customer. It is also a pain for your sales staff having to take each pair out of the case to see the price and sizes. Use a program tray. Jewelry items that are basically all the same, except quality or size are “Comparative Purchases”. Program trays make it easy for your customer to com-
pare and to decide on which one to buy.
• Implement a “Top 12 Gift Ideas” promotion in your cases. Women come in your store to shop - men come in to buy! Make it easy for a man to find, like and buy the gift he needs for her by implementing this promotion. Choose a selection of 12 pieces that will appeal to the birthday or anniversary gift shopper and put them in your case next to a giftwrapped box with a small tent card promoting the item. Contact me at Larry@LarryJohnsonConsulting.com for detailed instructions on this promo.
• Rearrange your bridal case to match your sales staff sales presentation sequence. The store’s bridal case is their workbench. It should be organized to make your sales presentation flow smoothly and make it easy for your customer to find what they want. When you have your selection of halo mountings in 5 different cases (possibly in 5 different vendor displays), it is hard for your customer to shop. Organize your cases by style and watch your sales grow,
• Realize the value of visual merchandising training in your store. The way you organize and display your jewelry has a major influence on your customer’s perception of the value of it. Have your staff read a few books on visual merchandising. My book, “The Complete Guide to Effective Jewelry Display”, has long sold out of copies, but you can read the entire book for FREE online at www.EffectiveJewelryDisplay.com, if you just register with your email. (No, I do not sell the list or send out lots of emails to registrants.) I also offer free Zoom consultations to this publication’s readers to help them implement improved techniques.
The retail jewelry business is very competitive. To succeed, a store owner needs all the tricks and hints they can learn from any source. We hope these ideas work for you. Call me if I can help.
Larry is the founder of Larry Johnson Consulting Group, a world-wide jewelry merchandising and marketing advisory firm based in Colleyville, Texas. He is the author of “The Complete Guide to Effective Jewelry Display” and a frequent speaker at jewelry events. His firm has worked with hundreds of independent retailers to improve their sales through better display merchandising. He is the holder of 6 US patents for his display products. He can be reached at Larry@LarryJohnsonConsulting. com or 817-980-2135. His website is www.LarryJohnsonConsulting.com.
Larry Johnson
E-VS1
D-VS1
D-VS1
E-VS1 D-VVS2
E-VS1
D-VVS2
The Story Behind the Stone Homegrown Elegance
By Diana Jarrett
Jewelry fans have evolved into an ever increasingly sophisticated bunch in recent years. First of all, they are much more knowledgeable about what they want and also about gemstones themselves. That’s an interesting development from a retailer’s perspective. While jewelers still fulfill the critical role of tutoring shoppers about diamonds and gemstones, many consumers come in with a good idea of what they want.
One of the top priorities for collectors is understanding the source of their desired gemstones. If it’s from an exotic locale they can hardly spell, all the better. It signals that they’ve acquired something out of the ordinary and shows the wearer to be a connoisseur.
Made in America
But increasingly, the concept of ‘buying local’, meaning from the US. has taken a foothold with discerning shoppers. There’s a
pride in finding gemstones that are homegrown and elegant. Obviously a consumer wants their gemstone to be beautiful - that’s a big draw.
Here’s something to tempt your customers if this item has not been on your radar recentlyAmerican freshwater pearls. The pearl niche in general has gone
room hosts tours as well. It’s a key location for vacationers who also visit the Birdsong Resort with a marina, RV park and campground. But pearl lovers will discover they do not need to book a trip overseas to learn about these natural organic gemstones.
through many iterations over the years. From being seen as a coming of age gift, often given as graduation or milestone birthdays, to being the default accessory for aunties and grandmasit’s had its day, some thought.
Options Shoppers Want
However, today the surprising variety of sizes, shapes and colors in the pearl world has made it a key component of every stylish woman’s jewelry wardrobe. Of all the pearl categories, freshwater pearls offer some of the most elegant and fashion-forward options one could dream of.
Bob Keast, CEO of Tennessee River Freshwater Pearl Museum, Camden, TN, shares his unique insight. His family-owned pearl museum and jewelry show-
“In recent years, Tennessee freshwater pearls have seen a resurgence in popularity among younger consumers, who are embracing their natural beauty and versatility,” Keast explains. Promotion of these natural beauties has received a major boost from influencers who love these gems too. “Social media has played a significant role in driving this trend, as many influencers and designers showcase unique ways to style these pearls, blending traditional elegance with contemporary fashion.”
Matching Values
Most jewelry fans consider sustainability to be a driving force in their luxury purchases. Whereas a few decades back, consumers may not have had ethically sourced gemstones to be high on their list, today those measures make or break a sale. “Younger consumers are drawn to the sustainable and locally sourced aspect of Tennessee freshwater pearls, making them not just a statement of style but also a nod to ethical purchasing,” Keast confirms.
A younger demographic will have many more consuming years
Diana Jarrett
ahead to build a meaningful jewelry wardrobe. And homegrown freshwater pearls may become that shopper’s signature piece. The story behind the jewelry becomes a point of pride. “Whether worn as minimalist pendants, layered necklaces, or bold earrings, Tennessee freshwater pearls are becoming a staple in modern wardrobes,” Keast points out, they offer a timeless yet fresh way to accessorize.
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).
Box Brokers Group to cover first 20% of new U.S. tariffs for customers
Box Brokers Group, a leading provider of premium packaging, displays, lighting, and showcases, is stepping up to support its customers in response to new U.S. tariffs. To ease the financial impact, Box Brokers Group will cover the first 20% of these new tariffs on a selection of their most
popular affected products.
“Our customers are at the heart of everything we do,” said Jim Porterfield, owner at Box Brokers Group. “Rather than passing these costs directly to them, we’re taking on a portion ourselves to help businesses stay competitive and continue invest-
ing in high-quality packaging, display, and lighting solutions.” This initiative reflects Box Brokers Group’s ongoing commitment to providing value and stability in a shifting market. Customers can take advantage of this savings opportunity immediately and even plan out their entire years worth of purchases.
For more information, visit www.boxbrokersgroup.com or contact sales@boxbrokersgroup. com.
Lever-back freshwater bar pearl earrings with crystal accents. Image Pearl Jewelry Showroom and Museum
Why Being Competent Can Work Against You
By David Brown
In today’s fast-paced, everchanging world, being versatile and having multiple skills is often seen as a valuable asset in sports and in business. Having more skills implies having more options and getting greater results, right?
However, being good at a lot of things can sometimes work against you - a phenomenon known as “The Curse of Competence.” In this article, we’ll explore how having multiple skills can hinder focus, and how finding the intersection of two or more skills can create a unique value proposition.
Across a team or business having a variety of skills is important, but when you’re good at many things as an individual
it can be challenging to focus on one area. Your attention is divided among multiple pursuits, making it difficult to excel in any one of them. This is particularly true in today’s world, where distractions are plentiful, and attention spans are short. When you try to be a jack-of-all-trades, you risk becoming a master of none.
On the other hand, having a single skill or area of focus allows you to dive deeper and become an expert. If the adage that it takes 10,000 hours to become an expert is true, you will find it hard to manage this across multiple disciplines. When you concentrate on one thing, you can devote more time and energy to it, leading to greater proficiency and recognition. For example, a musician who focuses solely on playing the guitar will likely become more
skilled and accomplished than one who tries to play multiple instruments.
While having a single skill can be beneficial, there’s also value in finding the intersection of two or more skills if you’re fortunate enough to do this. When you combine multiple areas of competence, you create a unique value proposition that sets you apart from others. This intersection can lead to innovative solutions, new products, or services that didn’t exist before. In the world of literature, a great writer may not sell as well as a good writer who has good comedic content and can intersect the two. An expert in SEO and writing can create content that’s not only engaging but also optimized for search engines. A designer who’s skilled in both visual design and user experience
JULES BOREL & COMPANY
Exclusive North American Distributor For Witschi Products
ProofMaster® CP
can craft interfaces that are both aesthetically pleasing and userfriendly. By combining multiple skills, you can create something truly unique and valuable. Steve Jobs was one of the finest examples of this. His ability to combine ‘geek’ tech competence with an intrinsic instinct to understand what the market wanted made Apple great. The Curse of Competence and the intersection of competence have significant implications for business owners and their staff. When hiring employees, business owners often look for individuals with multiple skills, assuming that they’ll be more versatile and valuable. This approach can backfire however if the employee becomes overwhelmed or distracted by their multiple responsibilities.
Witschi Proofmaster/CP: Enhance your in-store watch services with the Witschi ProofMaster CP.
Perform precise water resistance testing with a quiet, integrated compressor, operating up to 5 bar pressure and -0.5 bar vacuum. Its intuitive 5-inch touchscreen and automatic testing streamlines operations, while the ScratchProtect adjustable support prevents watch damage.
Provide immediate, professional assessments without specialized expertise. For comprehensive diagnostics, connect to a ChronoMaster or ChronoMaster Air (sold separately) to display rate, beat error, and amplitude, or integrate with the WiCoTRACE database for advanced results management.
Instead, business owners should focus on identifying the unique intersection of skills within each employee, or on finding two employees with strong individual skills that can be combined. By doing so, they can create a team that’s greater than the sum of its parts. For example, a marketing team might consist of individuals with expertise in social media, content creation, and data analysis. By combining these skills, the team can create a comprehensive marketing strategy that drives real results.
Business owners themselves can also benefit from finding their own intersection of competence. By identifying their unique strengths and passions, they can create a business that’s truly innovative and successful. If you combine an excellence in customer service with a strong understanding of data driven results you can build a business that is both beneficial to you and your customers.
The Curse of Competence is a real phenomenon that can hinder focus and prevent individuals and businesses from reaching their full potential. However, by finding the intersection of multiple skills, you can create a unique value proposition that sets you and your store apart. Identify and leverage your unique strengths and passions. By doing so, you can create a business that’s truly innovative, successful, and fulfilling.
David Brown is the President of Edge Retail Academy, the leading jewelry business consulting and data aggregation firm that provide expert business improvement plans, to help with all facets of your business including improved financials, healthier inventory, sales growth, increased staff performance, recruiting, and retirement/succession planningAll custom-tailored to your store’s needs. They offer Edge Pulse to better understand critical sales and inventory data, improve business profitability, benchmark your store against other Edge Users, and ensure you stay on top of market trends with over $3 billion of industry sales data.Contact David at 877-569-8657, ext. 001, Inquiries@EdgeRetailAcademy.com or www.EdgeRetailAcademy.com.
David Brown
MADE WITH 100% RECYCLED
Today, there are several third- and fourth-generation family members working for the company that employs about 20 team members. Gary Borel, son of John Borel, is President, and his son-in-law, Trent Gaddy, is Vice President. Additionally, Tim Borel (IT Manager) and Becky Thomas (Purchaser) are thirdgeneration family members. Fourth generation employees include Jami Borel (Marketing Manager, daughter of Gary and wife of Trent) and Aimee Thomas (Watch Material Specialist, daughter of Becky).
The North American Source
Jules Borel & Co. offers more than 250,000 items, everything a watchmaker would need, including watch movements, crystals, batteries, and findings. It also specializes in exclusive, custom-made watch part assortments for cotter pins, spring bars, band pins, and O-ring case back gaskets.
Much like Jules did in developing the company to be the source in North America for Swiss made watch parts, Gary went to
Switzerland in 2014 and forged exclusive distribution agreements with prestigious Swiss brands like Witschi, Bergeon, Greiner Vibrograf, Elma, Horia, Horotec,
order or display the precise information for servicing.”
Jules Borel & Co. also provides professional equipment calibration services to ensure the precision, longevity, and reliability of the machines it sells. On its support team are Kyle Woolworth, major tool specialist, and Stan McMahan, CW21 watchmaker, who provide comprehensive product assistance and training to help customers operate successfully.
For more than 60 years, Jules Borel & Co. was located at 1110 Grand Boulevard, Kansas City, Missouri. Jules moved the company there in 1958 as it offered 25 percent more space and modern lighting. But with six floors to navigate, he knew it was not ideal for the business to be spread out on many levels. This required staff to cut holes in the ceilings/ floors for a pulley system to move orders.
Receiving big freight shipments in the middle of downtown Kansas City with no shipping dock was a major hassle, Gary recounts, not to mention the need to pay for parking. Among his goals, Jules wrote that he wanted
& Co. is the exclusive distributor in North America for Witschi. Among its latest offerings is a new all-in-one device, WAIO that enables quick assessments of timekeeping accuracy, water resistance, and magnetism check and removal.
“The WAIO enhances the customer experience at point of sale, empowering sales associates to perform essential mechanical and quartz watch diagnostics at the counter in minutes, without the need for specialized watchmaking expertise,” Gary explains. “Sales staff can check tightness and timing and carry out demagnetization. This sophisticated device can reassure customers that their watch is in perfect working
be part of a company founded on strong values and a rich history. Over the past 105 years, we have evolved alongside the watch industry, always striving to meet the changing needs of our customers. Today, we remain steadfast in upholding Jules’s commitment to integrity, excellence, and dependability, ensuring that these timeless principles continue to guide our work.”
It has always been about helping customers find what they need. In a message in a company booklet in 1958, Jules recounted the story of giving an office tour to an out-of-town customer; how his eyes lit up and enthusiasm mounted as they went from one department to another. The client quipped that it was too bad all of Jules’ customers could not see what he had seen, and so the decision to print the company’s first catalog was made.
the company to move into a single level facility. It finally happened in 2021.
Just a few miles down I-70 in Kansas City, Kansas, the 20,000-square-foot warehouse space the company now occupies at 1223 Meadowlark Lane is slightly smaller. But with all the employees and stock on one floor, Gary says it is much more efficient, with room to grow, a shipping dock, and free parking.
Expanding Customer Engagement
Gary describes his grandfather Jules as widely respected across the industry for his unwavering character and dedication to excellence. “As we continue to honor his legacy, we are proud to
In the same spirit, Jules Borel & Co. continues to expand the many ways that customers can engage with the company and is excited to launch this year a new Shopify-powered e-commerce website that will provide an enhanced shopping experience with new features designed to help customers make informed decisions.
Among the key offerings on the new website will be improved design and navigation for an intuitive, user-friendly experience; comprehensive product information, such as detailed descriptions, specifications, and technical resources; and a comparison tool enabling customers to compare major tools and watch repair equipment based on key attributes.
Customers can place orders online, via email, fax, or phone. The public website displays list prices, with login view of volume pricing. For more information about Jules Borel & Co. visit www.julesborel.com.
and Roxer making Jules Borel & Co. the North American source for precision watch repair equipment, training and service. For example, Jules Borel
Jules Borel’s location in Kansas City, MO for over 60 years, until a recent move to a more efficient one-level building in Kansas City, KS.
WAIO, a new device that provides quick assessments of timekeeping accuracy, water resistance, and magnetism check and removal, enhances the luxury watch customer experience.
Company founder Jules Borel in the Swiss mountains.
Third generation Gary Borel is the current Jules Borel & Co. President.
Do you have a furry friend that helps out in your store? Tell us about it and send a picture to bill@southernjewelrynews.com.
Hello and a very early Merry Christmas & Happy Holidays from the not so furry Selena! Selena is a Blue Iguana that goes to work every day with her human Elizabeth Staudt. Elizabeth is the owner of O.K. Staudt Jewelers in Okmulgee, Oklahoma. A big plus to being furless - Selena is non allergic. She is very social, loves to be loved and has garnered quite a following. For visitors with the special touch, Selena will close her eyes and smile. Here she is last December watching the Christmas parade from the store window.
Email: contact@pickensinc.com
480 E. Paces Ferry Rd. Atlanta, GA. 30305
Say hello to Maizie Grace! Maizie is a Scottish Terrier puppy that works at Couch and Company Jewelers in Bossier City, Louisiana alongside her human Robin Nattin. She works as customer service representative, and in the shipping department - in charge of opening all boxes, she tears them to pieces. Being a “little princess,” Maizie spends most of her time atop a showcase greeting customers. Many come by the store just to visit her. Couch & Co. co-owner Ashton Couch loves having her around, and so do the customers and sta who think “she’s the best!”
Sell more with consumer financing from TD Bank.
By Ivan Levi
Be Yourself: Authenticity in Sales
When I think of imitation, I think about Bruce Lee and Jackie Chan. They’re both incredibly talented martial artists, and they are both very successful, but in different ways. Bruce Lee was a gifted martial artist, and very intense and focused on his craft. Jackie Chan was also extremely talented, but even he admitted that Lee was a better fighter. Instead of trying to beat Lee at his own game, Chan discovered that he was better than Lee at something else - making people laugh.
He incorporated that humor into his work, and suddenly, there was a clear path to success ahead of him. When Jackie Chan did what he was best at, he didn’t even need to compete with Bruce Lee. Instead, filmmakers saw how Chan’s humor connected with people, and started to write funny roles just for him.
People - especially customers looking to buy jewelry - want a real connection, and you can’t make a real connection by imitating someone else. Customers respect artists and creative people who have their own style, and I
don’t mean out of ego! Your creativity and authenticity are proof that you are passionate, wellinformed, and love what you do. And that makes selling much, much easier!
Learning to Be Yourself
Early in my career, I’ll admit that I was greatly influenced by another company. They were pushing large “pendant slides” or remounts, and they were seeing a lot of success! Of course, that was what I wanted, too. So for a while, I followed their example.
But as some of you already know, I am a creative designer at heart. One day, I came up with a concept nobody else was doing, which meant there was no one to imitate. So I got my first mechanical copyright, made TV commercials with different voice models, and before I knew it, I did not need to imitate anyone else’s success - I had found my own.
Part of that success was the design, but a bigger part of it was my attitude. I really got excited (and still do!) when creating something out of necessity, rather than trying to make another widget a little better or at a cheaper price. For me, making something
original was so energy-building and positive that I could have done it in my sleep. The bottom line is that I didn’t just make something great, I felt great making it. That made my piece unique, and it had a passion and a story behind it that made it easy for stores to sell.
Once I realized that my creativity was my unique, authentic skill, I leaned in on it. I could come up with ideas all day (although I’ve made some whoppers of bad designs in my day, too!) I got a lot of joy and energy out of making sketches, figuring out what price a piece needed to land at, and figuring out how the mechanics might work. But I also knew that creativity was just one piece of the puzzle. So I also spent time making connections with people who could help me keep the administrative work on track, and others who would help me understand if a piece could actually work. It led me to meet some fantastic bench jewelers in stores that are amazing!
In sales, you can use the same skills to help find your authentic way of connecting with customers. Think about the things you do first in a day, because they come
GN Diamond offers free analytics of what is selling Build Your 2025 diamond inventory wisely
“2025 is off to a great start with natural diamond sales continuing to grow as lab diamond sales are leveling off,” says Asaf Herskovitz, CEO GN Diamond. According to Markets Insider on November 1, 2024, jewelry experts say the lab-grown diamond boom is diminishing dramatically because of the drop in pricing. The glut of supply of trendy lab grown diamonds has caused prices to tumble. Big box stores like Walmart, Macy’s and Costco can sell lab diamonds much less expensive than smaller retailers. As a result, real diamonds are back in vogue, according to Business Insider.
GN Diamond does business with over 5,500 retail jewelry stores and agrees with these findings. GN provides retailers with free analytics on the highest demand of natural diamonds by carat weight to help retailers maximize their profit margins and cash flow.
Depending upon what size store a retailer is from, a half a
million dollar store to $20 million dollar store, GN assists jewelers with a free matrix on what gets sold.
GN helps to analyze what diamonds to purchase to get the best return on investment. This holds true for natural loose diamonds as well as finished diamond jewelry.
Rounds and ovals continue to be the most popular loose diamond shapes that are being sold in America currently. GN has noticed over the past several months an increase of marquise, emerald and elongated cushion and radiant shapes also being sold. As an added service, GN of-
naturally to you. Maybe you love calling on customers, because it’s easy to chat with them. If so, you may be a “people person” who should spend more time in the front of the store, meeting new customers! Or maybe you’re always looking forward to the next shipment of new pieces, so you can start learning all about them. Salespeople like this are “experts” who always know the details and story of a piece, making it easier for them to sell.
When you find your unique way of connecting, you will not need to imitate anyone else’s methods. Leaning in on what makes you successful helps your sales in every way. Customers respond better to authenticity, and it is easier to stay consistent when you are not forcing yourself to follow someone else’s rules.
Dealing With Imitation
When you find your authentic way of doing business, it is inevitable that someone will try to copy it. I’ve been in this situation as a designer. I remember seeing ads for pieces that looked exactly like mine - but at a lower quality, and lower price point. I’ll admit that I lost some sales to those imitations, but I can also tell you that I watched those imitators close down in the end. You see, because I was working in my passion, I could weather a few bad designs. I always knew that even if one idea was not a success, I had plenty more! But imitators do not have that kind of confidence. If the ideas they are “inspired” by stop working, they need new sources of “inspiration” right away.
fers free consultation and analysis of a store’s current inventory. GN hand selects every diamond in their inventory of over 9,000 natural diamonds to provide retailers with a high turnover rate. Additionally, every natural loose, GIA certified diamond comes with a free light performance score to prove why one diamond is brighter than another. This added free tool helps retailers with local competition as well as end consumer negotiations over price. For more information, call GN Diamond 800-724-8810, email sales@gndiamond.com or visit GNDiamond.com.
In sales, imitation like this is easy to see. You run an ad, and the store down the street runs an identical one the next week. You pick up a new line, and your competitors suddenly carry something similar. It can be a really frustrating experience! “Why,” you might ask yourself, “am I doing all this work, just for someone else to copy it?”
I could say all the old clichés here: “imitation is the sincerest form of flattery,” or “if they are copying you, you must be doing something right!” But you’ve already heard that before. What I’ll tell you instead is this.
If your success is coming from your ability to authentically connect with customers, it cannot be imitated, at least not for long. Your competitors can run the same ads, carry the same products, and use AI to copy your ‘voice’ in social media posts whenever they like. If someone walks into your
store, makes a real connection, and then visits your competitor, it will be really clear to them who is the “real deal” and who is not. Being Authentic in Sales When another business is successful, you might be tempted, or even pressured, to imitate what makes them great. And, of course, you can learn from someone, or be inspired by them, without being an imitator. The difference is, when someone else inspires you, you will put a “twist” on their idea that comes from your skills and strengths - making the end result authentic to you. Once you learn how to use your unique skills, you’ll see why imitation can only take a great salesperson so far. Eventually, we all find that we need to use our own voices. I still think about the advice a mentor gave me: “When you’re looking over your shoulder at what other people are doing, turn around. You’ll succeed when you look ahead and think about what you can do next.” For me, that means focusing on creating my next great design. For you, that might be getting to know new customers, learning about new product lines, or cultivating return visits. The list is endless, but it is likely what drew you to the business in the first place. So take some time today to think about what makes you “tick” as a salesperson! The more familiar you are with your strengths, like creativity, the easier it will be to use them to connect with customers in your unique, authentic way - and that is a way of making sales that is impossible to copy!
Ivan Levi is a gemologist, third generation jeweler, and the owner of Grateful to Great™, a workshop series that applies the transformative power of gratitude in business. He has been published in multiple trade publications. He currently represents Levycreations, based in Chicago. You can find him online at ivanthegreatful.com, or on Facebook and Instagram as Ivan the Grateful.
Ivan Levi
ATTENDING JCK IS STEPPING INTO THE WORLD OF JEWELRY BUSINESS, COMMUNITY AND OPPORTUNITY. AS THE MOST IMPORTANT JEWELRY EXHIBITION, IT’S YOUR HOME FOR SECURE BUYING, LEARNING, NETWORKING AND DISCOVERING. YOU WILL FIND A DIVERSE RANGE OF PRODUCTS AND THE BRANDS BEHIND THEM THAT COVER EVERY FACET OF THE INDUSTRY. THIS IS WHERE ACCESS TO THE FUTURE OF JEWELRY LIVES.
WANT TO TAKE IT TO THE NEXT LEVEL? LEARN MORE ABOUT HOW AN UPGRADED BADGE UNLOCKS A JCK EXPERIENCE LIKE NO OTHER. Friday, June 6 – Monday, June 9, 2025 | The Venetian Expo, Las
OPENING 1 DAY EARLIER ON THURSDAY, JUNE 5: AGTA GEMFAIR™ LAS VEGAS IN THE GEMS PAVILION, THE HONG KONG PAVILION AND JCK TALKS
- JUNE
Your Gateway to Growth: Learn, Connect & Source at the Permanent Jewelry Expo
The Permanent Jewelry Expo is the ultimate gathering for the permanent jewelry industry! Whether you’re a seasoned pro or just starting, this is your chance to network, learn, and grow like never before.
What to Expect:
• Hands-on Workshops & Live Demos
• Exclusive Access to Top Suppliers & New Products
• Business-boosting Seminars & Expert Panels
• Unmatched Networking Opportunities
• Classes for Beginners and Experts—Everyone Benefits!
May 15-18, 2025 in San Antonio, TX
Level up your skills. Expand your business. Make lasting connections. Tickets are limited. Secure your seat today at www.pjexpo.org!
May 15-18, 2025 in San Antonio, TX www.pjexpo.org
SHOWCASES & SAFES FOR SALE
STORE FOR SALE POSITIONS AVAILABLE
Pro table small jewelry store for sale
Our major competitor just retired and closed his store!
Located in mountain city out west, in busy strip mall - 900 square feet (60% production space, 40% sales oor)
Email serious inquiries to martha@southernjewelrynews.com
Subject Line: Mountain City
NDA required to be able to receive more info
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. JEWELERS & SALES REPRESENTATIVES
Fax resume to 770.499.8974 or email careers@danaaugustineinc.com www.danaaugustineinc.com
Please support our advertisers who help make Southern and Mid-America Jewelry News FREE of charge to you!
Jewelry News Classifieds
The Beauty of Forever
Explore the largest in-stock diamond inventory available for immediate fulfillment and backed by industry-leading standards.
