In the Loupe - August 2019 Edition

I N

T H E

LOUPE

The Premier Jewelers Cooperative

August 2 0 1 9 • Is s u e 8 7

IN THE KNOW WITH RJO

A Grand Time for Members SEE PAGE 2

FROM THE RJO FACEBOOK PAGE

SEE PAGE 3

NEW VENDORS

SEE PAGE 6

COVER STORY

Wowing Customers: Great Jewelry Photography SEE PAGE 13

Summer Buying Show 2019 • Schaumburg, IL • July 27-29

A Summer Celebration for the Books!

ANOTHER BUYING SHOW, another weekend of record setting.

This year’s Summer Show in Schaumburg, IL, saw near-record attendance, culminating with Show sales breaking the $11 million dollar mark for the first time in RJO history. The Show also highlighted a membership record: for the first time in RJO history, membership tops 1,000!

Amidst the educational sessions and seminars, keynotes, and roundtables, attendees took advantage of exchanges with colleagues, great food and entertainment, and fund-raising for good causes.

“Every attendee has a different goal for their Buying Show experience," says RJO CEO Sarah Streb, "and through educational programming, networking opportunities and our incredible partnerships we truly hope we help our members meet those goals. The synergy created when our retailers and vendors come together gives us fuel to continue to raise the bar in our industry, and I think that is what makes RJO so incredible. Hitting records sales is the icing on the cake.”

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

In the Know with RJO

A Grand Time for Members

EACH BUYING SHOW marks its own milestones.

Our Winter Show in Nashville was the highest attended, our Summer Show in 2016 celebrated 50 years, and last month’s Show in Schaumburg featured two new ones: RJO has record-breaking sales and the RJO membership hits 1,000! RJO’s membership has followed a consistent increase in 53 years, with 431 members at its 25th anniversary, 700 at the turn of the century, and now 1,000.

This grand number means more than just additional members, though. Each new member provides another colleague, another resource, and another friend in the business. The value of each new member simply doesn’t increase our strength by one; each new member multiplies RJO’s reach and potential. It means more customers for our great vendors, larger turnouts at Buying Shows, and a greater collection of knowledge for our current and future generations of jewelers.

Attending a Buying Show really is a great use of your RJO membership. Our Schaumburg Show’s attendance will wind up settling among our all-time top five, and it was a perfect launching ground for a number of innovations and recognitions.

Among the new exclusive benefits is the launch of Repair.Jewelry, an online service to connect customers with jewelry repair needs with local RJO professionals. Also featured was the debut of the Legacy81 Diamond, a partnership with IDD, offering a distinctive diamond for RJO jewelers to distinguish themselves in their marketplace, allow healthier margins, and reduce comparison shopping with e-tailers and national chains.

The Show also featured terrific success with RJO Foundation initiatives, and the annual Vendor of the Year awards were presented, as was an RJO Lifetime Achievement Award, to Eugene ”Jiggs” Jorgenson.

Please take some time to look through this issue and see why our Summer Show was a grand time for all of us.

I hope you find yourself in solid shape as we approach the beginning of this year’s holiday shopping season,

Sarah Streb RJO CEO

RJO Board News

Merchandise Review Committee (Retailers Only) RJO is now accepting applications for the RJO Merchandise Review Committee (MRC). There is one (1) seat currently available for appointment. The MRC is comprised of RJO members, appointed by the Board of Directors, to interview, select, and negotiate with new vendors to RJO. The Committee also addresses member concerns regarding our current vendor membership and evaluates the overall participation and support of RJO. MRC terms are three years in length, with Board appointment this Fall. If you are interested in being considered for the MRC, please complete this application form by Friday, September 13.

Foundation Board of Directors (2 Retailers and 2 Vendors) RJO will be sending out application requests in early September for four (4) seats on the RJO Foundation Board of Directors. Applications will be due on September 25, with Board appointment later in October.

Vendor Advisory Committee (Vendors Only) RJO will be sending out application requests in early September for four (4) seats on the RJO Vendor Advisory Committee. Applications will be due on October 4, with Board appointment later in October.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

From RJO’s Facebook Page

THE RJO PAGE ON FACEBOOK hosts a variety of interesting discussions every day. Here is an edited exchange from a post earlier this month:

SERVICES Centralized Billing

Patronage Dividend

RJO Website (rjomembers.com)

Buying Shows (Summer/Winter) RJO Chat Channel

In the Loupe – RJO’s newsletter

Free Print and Radio Ad Library (on the RJO website)

Reply One: Give RJO headquarters the info and the story. They will make sure you are taken care of.

Educational Seminars (at the Buying Shows)

Reply Two: Definitely not acceptable, and RJO needs to know.

Member-to-Member Incentive Program (Recruitment Program)

Organized Buying Trips to Antwerp and IdarOberstein RJO Directory

Travel Vouchers at Shows (offered at varying times)

Free Hotel Room Incentive (at the Buying Shows)

RJO Informational E-mail Blasts (at the Buying Shows)

RJO Membership Certificate

RJO Next Gen and RJO Succession Experiences

Private Label Credit Card Service

Scholarship Opportunities (from the RJO Foundation)

Poster's Response One: Y’all have convinced me I’m not being unreasonable! It’s in a box on it’s way back!

Reply Three (from the RJO Office): Hi. Please send an email to me regarding this issue at: sabrina@rjomembers.com

Reply Four (from an RJO Board Member): Please let Sabrina in the office know. RJO wants to take care of the members (owners of RJO) but we can only do it if we know the problems.

Reply Five: Ah, the beauty of belonging to the best buying group ever!

You gotta love RJO and having a company backing the retailer!

Reply Six: Glad RJO stepped in to help out.

Purchase Vouchers

JewelConnect

Post: What do y’all think? Am I being unreasonable? I special ordered a pendant/earring combo on April 11, with the stipulation I had to have it by a certain date in mid-June. I checked in a few times over the following weeks and was told everything was fine. Nothing had arrived two days before the event, so I called and told them not to bother sending it, to just cancel it. The event was held on June 22, and the customer used alternate jewelry. Around July 9, the pieces arrived. I’ve since made multiple calls, and because it’s a special order, I keep getting nowhere. What should I do at this point? Yes, they are an RJO vendor.

Note from RJO

If any vendor and/or member has a grievance, we ask it to be first reported to RJO management, a member of the RJO Board of Directors, or a member of the Merchandise Review Committee. Leadership contact information may be found here. RJO will then handle the grievance internally, with cooperation from the member and/or vendor, to come to a resolution.

A Vendor Grievance Form is available here on the RJO website. All grievances received are saved and filed with the indicated vendor, to help RJO determine if a pattern of behavior has developed with our vendor partners. These grievances, pending the severity, are also reviewed by your Merchandise Review Committee and the Board of Directors.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Repair.Jewelry Launched to Keep Repairs In-Store

RJO HAS ANNOUNCED A NEW SERVICE—Repair.Jewelry—to take aim at the increasing number of online providers advocating mail-in jewelry repair to the general public.

At the Summer Buying Show, the development team behind JewelConnect and RJO Custom Hatch, in close collaboration with RJO, launched this innovative new project.

“We’ve seen an increasing number of providers for mail-in jewelry repair on Google, and it comes at a direct cost to stores,” says Andrew Boundy, the developer of the system and owner of RJO-vendor VRB Internet Solutions. “These systems are squarely pitted against the stores who, up to now, have had the repair market mostly to themselves. If repair is allowed to migrate online— like a portion of retail has—this will be a huge blow for the local store model. We believe an immediate and comprehensive marketing response is needed, and as such, we created the site Repair.Jewelry to keep repairs in the stores.”

Repair.Jewelry allows a user to easily upload details and images of a piece

needing repair. They are then presented with local stores who can make that repair; they also receive immediate customized responses from those stores specific to their repair. There is then an easy option of continuing the conversation with any store on the list—by chat, message, or direct store contact.

“The idea is the person (user) is now empowered with great information and does not mail-in their repair anywhere,” says Boundy, “but instead connects with their local store. For the store, once they set up the Repair.Jewelry system, they know it is working for them as soon as an inquiry is made.”

The system has been offered as an RJO-exclusive product, according to Boundy, and it will remain exclusive if RJO membership participation is sufficient to cover the geographic requirements needed to compete with the mail-in model (i.e., everywhere).

“This is an important point for RJO exclusivity,” says RJO CEO Sarah

Streb. “There needs to be enough RJO stores participating so the system does not need to look outside the group to fill gaps in service areas.”

“It’s not a question of wanting to just sell more,” adds Boundy, “The basic fact is we need a lot of stores to cover as much of the country as possible and thus effectively combat mail-in repair. Also, we need revenue to spend with Google to make sure we are right there with these new providers at the top of page one of search results.”

System marketing to the public begins in September, in those areas where there are RJO stores. To date, about 100 RJO stores have signed-up for the new service, taking advantage of highly discounted launch prices available until September 1.

To learn more about Repair.Jewelry, go to the website and click on “For Jewelers” in the top right. Click on the RJO logo, enter your RJO number, and you’ll get all the information in a quick video. You can also email the team at: info@repair.jewelry

IDD, RJO Partner to Market Legacy81 Diamond

AT THE SUMMER BUYING SHOW, RJO announced an exclusive partnership with IDD to offer the Legacy81 Diamond.

With more than 30 years in the industry and having relationships with more than 2,000 retailers, IDD saw a need for a distinctive diamond that would allow RJO members to differentiate themselves in their marketplace, increase margins, and reduce comparison shopping with

e-tailers and big box stores. IDD has created the brightest and most brilliant diamond at a competitive price, without the typical premiums.

“We chose RJO for this partnership primarily because of our shared values,” says IDD’s Alok Mehta. “Both RJO and IDD work extremely hard to provide assets that will empower retailers to reach maximum success. Additionally, having 1,000 retail members, RJO offered the best platform in the industry to distribute this extraordinary diamond. They worked hand-in-hand with us to customize a marketing package that will meet the specific needs of the RJO retailer.“

RJO Offers Fall Webinar Series

Use the links below to register you and your staff for these upcoming webinars.

September 17: Marketing Today

• Calculate your marketing budget • Create an annual marketing plan • Low cost, but highly effective marketing platforms

October 15: Clienteling to Generate Sales Learn how to implement a Clienteling System in your store, and create relationships with your customers to last well into the new year.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

* Webinars presented by the Edge Retail Academy

RJO Foundation Raises Nearly $4,000 in Schaumburg

GREAT ATTENDANCE and generosity led to more than $3,800 raised for the RJO Foundation at the Buying Show last month. Funds were raised from the Bags Tournament, Vande Walle’s Candies chocolate sales, official Show shirts, and the “Fill Your Bucket” campaign.

The Show also highlighted the Shine Bright Legacy Society. The RJO Foundation Legacy Society was founded to recognize and honor the generous donors who have included the RJO Foundation in their estate plans.

“Too often, these gifts are unrecognized because they come at the end of a donor’s life,” says RJO CEO Sarah Streb. ”The RJO Foundation Legacy Society provides a way to celebrate and thank those donors now, for their commitment to our organization through the lasting impact of a planned gift.”

The Legacy Society Commitment Form may be found here, and Streb says RJO asks potential Society members to provide a copy of this form to their financial planner and attorney, as well as return the Commitment Form to the Foundation Associate Executive Director, Connie Miller, at: connie@rjomembers.com.

RJO Foundation Scholarship Applications Due September 18 The Foundation supports the advancement of the jewelry industry by providing scholarships and grants to individuals or programs.

Those interested in applying for the RJO Foundation Scholarship may find the current Application Form here. The Form is due by September 18, and scholarships are available to both retailers and vendors.

Antwerp! Antwerp! Antwerp! (and Idar-Oberstein too!)

"ANTWERP! ANTWERP! ANTWERP! Do yourselves and your customers a favor, and take this amazing trip!"

That's what Kendra Harris, of Jayson Jewelers in Cape Girardeau, MO, posted on the RJO Exclusive Facebook page just last month. She is just one of the hundreds of RJO jewelers who have boosted their business by traveling on one of RJO’s annual European Branding Trips during its 35+ year history.

Changes to this year's trip include two new European vendors: Star Solitaire in Antwerp and Rolf H. Müller in Idar-Oberstein. They and the other trip vendors gathered for the photo below last month in Schaumburg.

To learn more about this great opportunity, contact RJO trip coordinator Connie Matsen at: cmatsen@rjomembers.com.

Sign Your Store Up Today for Antwerp/Idar-Oberstein in October 2019

2019 Dates

First Europe Trip Hosted by Liz Schlauch & Jeff Horlacher Antwerp: October 5-10 Idar-Oberstein: October 10-14

Second Europe Trip Hosted by Connie & Steve Matsen Antwerp: October 12-17

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

New Vendors

CLEARCUT INC (dba Artinian Gems) David Artinian Poway, CA (858) 679-7633 www.artiniangems.com Company Description: Artinian Gems is a supplier of fine quality loose colored gems. We support independent jewelers and jewelry designers with one-of-a-kind loose gems. We offer in-store gem stone and design events.

D. M. KORDANSKY (dba D. M. Kordansky Fine Jewelry Collection) Debra Kordansky McKinney Lafayette Hill, PA (215) 206-9410 www.dmkordansky.com Company Description: D. M. Kordansky is a designer/ wholesaler of diamond and 14k jewelry sold strictly to retail stores.

EMD DIAMONDS Nick Hatia New York, NY (212) 391-4406 www.emd.diamonds Company Description: Familyowned since 1979, EMD is known worldwide as a leader in the diamond industry. As a diamond wholesaler, we are committed to providing the highest quality product, prompt and dependable delivery, and courteous customer service.

FANA Vic Jain Fort Lee, NJ (201) 242-8440 www.fanajewelry.com Company Description: Fana designs and manufacturers beautifully crafted engagement rings and fine jewelry. Fana offers independent retail partners an expansive package of marketing and sales support materials.

KGM INDUSTRIES INC Ken Ghaytanchi New York, NY (212) 944-7068 www.kgmind.com Company Description: Designer and manufacturer of diamond and color jewelry. Direct importers of diamonds and color stones, with jewelry manufacturing facilities in the USA and overseas, ensuring competitive prices and service.

LALI Adam Bassalali New York, NY (212) 944-2277 www.lalijewelry.com Company Description: Owners have three decades of experience at some of the most prestigious international diamond houses and in executive positions at one of the premier manufacturers and wholesalers of fine jewelry in America. LALI can bring years of experience to you instantly.

LEGEND JEWELRY INC (dba LJ Independent Inc) Jennifer Dressing Renton, WA (866) 607-3098 legend-jewelry.com Company Description: Legend Jewelry believes in offering exceptional quality to all our customers. Our emphasis is on design, trends, and timeless styling.

MDL DIAMONDS CANADA (dba Arcticmark Canadian Mined Diamonds) Jack Mimar Toronto, ON (416) 864-1392 www.arcticmark.com www.mdldiamonds.com Company Description: Exclusive distributors of Arcticmark Canadian Diamonds, Inventory Partnership Program (IPPtm), RJO members can choose to carry our goods on a risk-free consignment program (IPP).

MICHAL’S IMPORTS LTD Edward Sejzer Lincolnshire, IL (847) 243-8182 www.michalsimports.com Company Description: Mariana Jewelry is handmade in Israel with Swarovski crystals. We offer a lifetime guarantee against manufacturing defects and take pride in our exceptional customer service.

STANTON COLOR Gary Malamed Los Angeles, CA (213) 689-4445 www.stantoncolor.com Company Description: Since 1981, our intention is to “wow” the buyer with exceptional color, whether it’s a loose gemstone or our extensive line of jewelry. Color has always been our focus.

WLH LIMITED (dba Henderson Collection by Lecil / Luca by Lecil) W. Lecil Henderson II Charlotte, NC (800) 605-3035 www.wlhlimited.com www.lucabylecil.com Company Description: Henderson has been around for over 30 years. Always in the forefront of cutting edge designs, we pride ourselves on quality service and lasting partnerships.

For terms and discounts, visit RJO’s online Vendor Directory

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

July 27-29, 2019 Schaumburg, IL

( Click on the photos below to have larger versions pop up in a new window )

Continued on next page

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

( Click on the photos below to have larger versions pop up in a new window )

Friday Night Tower Winner

ParlĂŠ

Photos: Steve Matsen and Sabrina Smead

Foundation Bags Tournament Winners

Brendon Davis, Thomas A. Davis Jewelers Cody Miller, Alan Miller Jewelers

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Award Winners RJO Lifetime Achievement Award Eugene ‘Jiggs’ Jorgenson

VENDORS OF THE YEAR

Box Brokers

Finished Goods (tie): Allison Kaufman

Finished Goods (tie): Diamond Expressions

Finished Goods (tie): Stuller

Loose Goods: RDI Diamonds

Watches/Clocks: Citizen

Service/Specialty Goods: Jewel-Craft, Inc.

Sales Representative of the Year (tie)

Michael Malazita, Allison Kaufman

•

Tim Watts, Shah

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Next Gen Voices & Views

NextGen Customers As part of an ongoing series, Next Gen Voices & Views asked RJO's future jewelry retailers this:

Do your current marketing efforts include attempting to reach Next Gen customers?

If so, what are they? And are they successful?

Although we do not participate in a lot of marketing, we use social media the most. We also advertise in a couple of local magazines, the Lawrence Journal World newspaper, and we run local commercials.

I think as far as getting the attention of the next generation, social media would be top. On the other hand, we have a lot of younger customers due to the longevity of the store. They come here because it’s tradition. Marks is where their parents shopped and often times their grandparents. We also participate in charity events, which helps to keep the Marks name prevalent in the community. With Lawrence being a college town, staying involved is more important than any other marketing.

Jaclyn Iden, Marks Jewelers, Lawrence, KS

Our store is a third-generation store, and I’m involved in managing the business and making decisions for our future. While the majority of my parents’ clients are older, we are seeing an increase of Next Gen customers.

I attribute this to several things: my husband and I being involved in the community and building relationships, the use of email marketing and social media (which was basically non-existent when we joined the business five years ago), as well as monitoring our ratings online (through Google mostly).

Marketing isn’t as easy as sending a mailer anymore; while the mailers are important to reach customers who are a bit older with buying potential, you can’t just stop there. Every time we have a big event or sale, we have to reach out via mail, email, social media, and our website to reach customers of all ages.

The bottom line is our biggest marketing successes, dollar-for-dollar, come from building relationships within our community. If people know you are genuine and knowledgeable, they will shop you ... no matter which generation they are from.

Brooke Schiavone, Z’s Fine Jewelry, Peoria, AZ

After the last RJO Show and the seminar on creating and managing a store charitable-giving program, we really re-evaluated how we were marketing and who we were marketing to.

We picked up some lower price point lines. We look for vendors who have the same passion we do; if I can get the other employees excited about the product, they will get the customers excited about them. We also have re-evaluated our dress code to better suit our area and our clientele base. We also have added the ability for customers to customize a ring from the comfort of their home.

I believe people are afraid we are going to lose to technology, but I find if I can validate their feelings and emotions and get them to take part in creating their own piece, they will be emotionally tied to it.

Luisa Smith, CornerStone Fine Jewelry, Springfield, MO

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

PLAN

NOW FOR OUR NEXT BUYING SHOW!

NEW MEMBERS Central Jewelry Company John Falotico Tifton, GA

Creative Jewelers Tim Crank Kill Devil Hills, NC

Referred by John Pourciau, Roy’s Jewelry, New Roads, LA

Dahlkemper’s Jewelry Connection Ed & Christine Dahlkemper Erie, PA

Referred by Jeff Wynkoop, Quality Gold, Fairfield, OH

Diamonds By Dawn Dawn Dube-Kessaris Riverdale, NJ Hustedt Jewelers (3rd Location)

Kevin Hustedt Bloomington, IL

J. Jay Walsh Jayme Walsh Richland Center, WI

Referred by Tim Marr, Ostbye, Minneapolis, MN, and Steve Brown, Livingstone, Los Angeles, CA

Osborne Jewelers Kenneth & Joanne Osborne Goodyear, AZ

Referred by Everett Osborne, Osborne’s Jewelers, Huntsville, AL

January 2020 • Houston, TX

Future Show Locations July 2020 • St. Louis, MO January 2021 • Palm Springs, CA July 2021 • Cincinnati, OH

Quenan’s Jewelers Steve Quenan Georgetown, TX

Referred by George Prout, Gems One, New York, NY

Saginaw Gold and Diamond Center Greg & Deborah Maroun Saginaw, MI

Referred by Tom Hunter, Allison Kaufman, Van Nuys, CA

Sam’s Fine Jewelry Sam Thomas Sikeston, MO

Referred by Karen Engler, Shah Luxury, New York, NY

Sanders Jewelers Rick & Melinda Sanders Gainesville, FL

Referred by Rihners Jewelers, Greta, LA

Saxon’s Fine Jewelers Ron & Annette Henderson Bend, OR

Referred by Nancy Marchell, Signature Jewelers, Grand Forks, ND

Shipley’s Fine Jewelry Seth Shipley Hampstead, MD

Referred by John Miedema, Rogers Jewelers, Big Rapids, MI

Sophia’s Jewelry Studio Sophia & Tony Raskin Kirkwood, MO

Referred by Mark Darter, Krekeler Jewelry, O’Fallon, MO

Sweet Custom Jewelry Bob & Alissa Sweet Lansing, MI

Referred by Aubre Ford, RDI Diamonds, Rochester, NY

Vashti’s Inc. Nicole Michael Gloucester, VA

Referred by Ron Sanders, Wilkerson & Assoc., Stuttgart, AR

Venus Jewelers and Gemologists Dorothy Fountoukidis & Peter Stavrianidis Somerset, NJ Vincent J. Jewelers Vincent James Frazier Dowagiac, MI

Thank you to the jewelers referring new members to our group. These jewelers will receive a $1,000 finder’s fee for their referral, payable after a new member has been in good standing for at least six months.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Insurance Matters by David Sexton, CPCU Vice President, Loss Prevention, Jewelers Mutual

Data Breaches —What You Need to Know

The list of corporations that have fallen victim to cyberattacks continues to grow. The magnitude of the crimes committed continues to escalate as well. A research report from Ponemon Institute and IBM indicates the average total cost of a data breach in 2019 is $3.92 million, and the cost per record lost is $150.

I know what you’re probably thinking: The only organizations getting breached are worth billions of dollars and have just as many records. It would never cost my business that much—plus, we’d never be targeted by a hacker anyway. Unfortunately, according to the Ponemon study, you are more likely to experience a data breach of at least 10,000 records (27.9%) than you are to catch the flu (5-20 %, according to WebMD).

There’s really no way around it. If you’re in business, you’re exposed to data. If you’re exposed to data, you’re at risk for it to be stolen or lost. In order to properly protect your business, the cost of that risk needs to be addressed. To do that, here are some questions to ask yourself, which will ultimately help you understand costs specific to a data breach.

How many records were exposed?

Obviously, this all depends on the size of your business and the type of breach that occurs, but it will be the primary driver of the costs. Let’s say the average jeweler gets five new customers a day and has that information over a five-year span. That comes out to 9,125 records, which is near the amount mentioned above. Because your business also would be responsible for those five years’ worth of employees, contractors, and other business relationships, assume that more than your estimate has been compromised.

Mounting costs will be less surprising if you err on the side of caution.

What type of data was exposed?

There are three possibilities: PHI, PCI, and PII.

PHI stands for “Personal Health Information.” It doesn’t really apply to a jewelry business, although any employee data falls under this category.

PCI is short for “Payment Card Information.” This is data involved in financial transactions.

PII refers to “Personal Identifiable Information” and includes PCI elements, such as credit card information, but also includes literally everything else. Name, email, bank

account.—you name it, PII covers it—even health records.

PII breaches are the most costly because they reveal so much and are able to connect an individual to data points, such as credit card numbers. While a stolen card number is bad in itself, it’s even worse when a criminal knows everything else, as identity theft is now a real issue.

Was this the first breach at your organization?

If you have had a data breach in the past, the fines and penalties associated with subsequent breaches may rise and create additional costs. The punitive damages are aimed at encouraging organizations to bolster their data security practices to avoid having a breach occur again.

Did you store your data in a centralized system or location?

Storing your data in a centralized location is not just a good business management practice, but it will also save you time and money in the event of a data breach. Data stored in multiple places makes it more difficult to determine the source and scope of the breach.

Do you suspect fraudulent activity?

Any suspicion for fraudulent activity in regards to improperly using your data after the breach has occurred will eventually lead to higher costs for your business, as more legal action will be required. Additional investigation may also be needed to determine the motive behind the fraud and what the criminals were trying to do—or could have done—with the data.

Could a class action lawsuit to be filed?

Once again, assuming the worst case scenario has happened and all of your data has been compromised, a class action lawsuit seems likely. In the event one is filed, this has the potential to be the most costly part of the breach. In a day-and-age of plaintiff-sympathetic jurisdiction towards these types of crimes, it’s not unreasonable your business will be found liable rather quickly.

As technology changes every day, your data management practices alone may not be enough to keep your business out of harm’s way. Visit Jewelers Mutual.com or call us at 800-336-5642 ext. 2118 to find out how an insurance policy from Jewelers Mutual provides protection against cyber risks.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

COVER STORY

Wowing Customers

Using Jewelry Photography to Captivate Your Consumers IF YOU’VE EVER TRIED YOUR HAND at taking a photo of one of your jewelry pieces, you’re likely result was a washed out, poorly lit, flat image. Yet, with a little knowledge and few tips, you can improve your photo skills significantly.

Capturing the depth, size, color, clarity and brightness of a diamond or jewel is important to relay the beauty of a piece, and for many customers, a great photo goes a long way in answering concerns they may have about a purchase. Two RJO vendors—specialists in photography—tell us more about the importance of great jewelry photography, as well as provide some advice for those seeking professional-quality photos.

Additionally, RJO members show us their favorite jewelry photos and what they like about them.

BELLARRI International

Excellent photography will both entice and excite the customer.

The quote above comes from Patrick Williams, Executive Assistant of Marketing at BELLARI International, an RJO Vendor. When asked about how important good photography is to jewelers, Williams says, "Excellent photography will both entice and excite the customer to come into your retail store, and/or make a purchase. Every day we send RJO stores photography that is shared with their customers, to help drive business. Just last year, an

RJO member sold a large multi-color ring for a customer’s anniversary off a picture we sent.”

Williams suggests jewelers consider hiring a professional when doing something for mass marketing, such as a billboard, magazine, etc. Though it may be expensive, it is cost effective in these situations. By professional, Williams is not suggesting a photographer who does weddings or senior portraits.

“They are completely separate. Photographing people and capturing fine jewelry are not the same.”

Below are some examples of Williams’ favorite photographs. Click on them to view them full size.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

grot imaging studio

If you want to attract a high-end customer, you better have a high-end look to your images.

Jim Grot, owner of RJO vendor Grot Imaging Studio, explains the importance of high-quality photography for retail jewelers with an analogy: “When you see food images, the restaurant wants your mouth to water when you see that image so they make sure it looks fantastic so you want it. The point of marketing is to get the customer to crave what you sell. The better the image looks and the greater the deal seems, the more attracted that customer will be to your store.”

“Jewelry is a very difficult product to photograph,” says Grot. “I have heard many stories of hiring good local photographers that thought they could photograph jewelry, and it didn’t turn out well. One of the reasons jewelry is so difficult to photograph is due to its size; it’s relatively small, which makes it hard to get a sharp image unless you have the correct equipment, which many professional photographers do not have, unless they deal in small product photography. Also, it’s very reflective, so if

the piece is round, it reflects everything surrounding it so you have to shoot it in a dome or box that blocks all of the distracting elements in a room. If it has many flat surfaces, it can be very tough to get consistent lighting, which then gives you lots of hot spots or dark spots in the piece.

But not all photography needs are created equal, and Grot echoes the sentiment of BELLARRI’s Williams:

“If you are shooting your pieces for a website or social media in an environment with flowers, stone, or wood, for example, those things can be forgiving and can make a piece look very nice. So doing that yourself is not a problem at all. If you need an image for any print advertising— postcards, billboards, catalogs—or if you want consistency on your website with images that have a pure white background and you want your metal colors to match, then you should use a professional photographer. The resolution and quality needed for a professionally printed piece is far beyond what a cell phone or point-and-shoot camera can produce. Plus a printed piece will often expose flaws in the jewelry, such as scratches, oxidation, inclusions, and if you do not prepare your image correctly, you

MEMBER FAVORITES

This image has been one of our most popular posts on our Facebook page. There's a lot we like about it! It was shot outdoors in the Black Hills of South Dakota, where Landstrom's is made by hand; we feel this image reflects the hand-made aspect of this jewelry line. The image coloring goes well with the jewelry, and the lighting showcases the hand-carved details that can be difficult to showcase in photography.

The shallow depth of field really helps draw attention to the jewelry.

Antonia M. Kucera TR Jewelry Concepts Rapid City, SD

I love that you can see the awesome colors of the opal really light up because of the background. This image was taken using only a gem zoom on an iPhone. We receive so many compliments on our images that we post on Facebook. It really helps to sell the jewelry with great photos posted online.

Tracy Jorns T. Simon Jewelers Sturgeon Bay, WI

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could potentially misrepresent the piece by the color of a gemstone being off or gold not looking as rich as it is in real life. This is when a professional will do retouching to make sure the image represents the pieces properly.”

Still, Grot is fine with jewelers attempting to shoot photos in-house.

“Sure, jewelry photography can be done in-house,” he says. “I have seen some jewelers produce very nice images. What you have to consider is where is the best use of your or your employees’ time.

We charge anywhere from $25-$35 per piece for standard product photography.”

For RJO members, Grot doesn’t think it’s always necessary to hire a photographer at all.

“They should be getting the images they need from their vendors,” he says. “If vendors are not providing you with high-quality images, talk to them about it, and if they still will not give you high-quality images, find a different vendor or tell them to call us.”

Excerpt from “How to Present Products on Your Website,” by Emily Vesilind, JCKOnline, July 15, 2019

1. Cover the Angles What closes the sale for one retailer over another?

The amount of information a consumer sees is a factor: When presented with the option to buy from a seller showcasing an item with multiple detailed photos and a video over a seller displaying a single product photo, chances are the consumer will buy from the former.

2. Show It in Motion The research on the potency of video as a marketing tool is undeniable: Marketers who used video grew revenue faster than non–video users.

3. Build a Story Around It You don’t have to be a professional copywriter to effectively describe the jewelry on your website: The key is to aim for clarity and engaging storytelling.

4. Humanize the Photo Photos depicting a person wearing or using the item are essential on every product page— especially in jewelry, where the size of a piece can be difficult to gauge without something adjacent (a hand, a neck) to show its scale. Photos of jewelry and watches being worn also invite consumers to contemplate what an item might look like on them.

5. Show It in the Wild Several jewelry and watch brands that do brisk business online deftly integrate user-generated content into their websites—often in the form of Instagram posts. User-generated content harnesses the power of influencer marketing to romance potential consumers.

Here is our favorite jewelry photograph we have done. We think the color and use of the rose brought more attention to the detail of the ring. We had a great response to this and are always looking for ideas.

Delbert Olesen Gold and More Jewelers Liberty, MO

How to Photograph Jewelry Adorama Learning Center, July 20, 2018

Bright Ideas: Tips and Techniques for Photographing Jewelry Jody Dole, August 2019

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MILESTONES

Dorothy (Dot) Wesdorp, co-founder of RJO vendor Jewel-Craft, Inc. in Erlanger, KY, passed away on July 15.

Lata Mehta, sister of Prakash Mehta, owner of RJO vendor Interings in New York, NY, passed away recently.

Jay Shedlin, son of Chuck Shedlin, a rep for RJO vendor United Color Gems in New York, NY, passed away on June 22. He was 39.

Our thoughts go out to the families.

CALENDAR September 2019

October 2019

2 RJO Office closed—Labor

10 All payments must be received in RJO Office

13 Merchandise Review Committee applications due 17 RJO and Edge Webinar 9 a.m. (CST)

18 RJO Foundation Scholarship applications due

4 Vendor Advisory Committee applications due

5 First Europe Trip to Antwerp and Idar-Oberstein 10 All payments must be received in RJO Office 12 Second Europe Trip to Antwerp

19-20 RJO Office closed—Staff Development

14 Vendor Registration opens for Winter Buying Show in Houston

25 RJO Foundation Board of Directors applications due

23 All invoices must be received in RJO Office

23 All invoices must be received in the RJO office

15 RJO and Edge Webinar 9 a.m. (CST)

Does RJO Have Your Most Up-to-Date E-mail Addresses?

If you’ve changed your e-mail address lately or would prefer to receive RJO communications at a different address, please let us know.

Address updates and changes can be directed to Erin Sharp in the RJO office at: erin@rjomembers.com FAMILY. DIVIDEND. SUPPORT. BUYING POWER.