In the Loupe August Edition

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LOUPE

The Premier Jewelers Cooperative

A u g u s t 2 0 2 1 • I s s u e 98 ONE OF THE GREATEST BUYING SHOWS EVER!

BOY! What a GREAT SHOW!

ALL THE SIGNS WERE THERE. The initial host hotel sold out early. Then the first overflow hotel sold out.

Even the second overflow hotel started to buckle. At the same time, vendor numbers kept going up, and finally member reservation numbers took on recordbreaking proportions.

Well, things certainly did “Come Together” in Cincinnati for the first in-person Summer Buying Show in two years. Show hallmarks were welcomed by all attendees: seminars

and educational sessions, keynotes, roundtables, greeting colleagues face-to-face, great food and activities, and fund-raising for the RJO Foundation and other causes.

“It’s like we never missed a beat.” says RJO CEO Sarah Streb, “We were cautious and safe every step of the way, and it paid off tremendously. You could feel the energy, and I’m pretty sure there were more smiles than usual.”

Riding on such a success, RJO leadership is counting on the same excitement for the Next Gen Experience next month, as well as next year’s Winter Buying Show—The Magic Begins Here—the last weekend of January in Birmingham, AL.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

In the Know with RJO

Family Time WHAT A GREAT BUYING SHOW! Thank you to all who were able to attend. You were part of RJO history, breaking the attendance record for an RJO Summer Show! The excitement of finally connecting in-person, on a grand scale, was incredibly satisfying, and to actually see (socially distanced) faces was a warm and welcome sight. The large, safe gathering revealed how important our relationships are with one another and how they are key to RJO’s continued success.

The camaraderie on display at the Buying Show is often cited by jewelers and vendors applying for RJO membership. Every Show I am touched by the number of comments regarding the family feel of our Shows and the loyalty and respect our members and vendors mutually share. Even when the relationships are tested a bit, I see our solid and functional RJO family shine.

A recent Facebook post had a jeweler member frustrated by an interaction with a vendor’s salesperson. Members posted a variety of replies, including their shared frustration, offers of possible explanations for the experience, encouragement to

treat it as a “bad day” for the salesperson, and ultimately proposing to offer the salesperson a second chance.

This is the behavior of a healthy, large, successful organization, and I see such support and wisdom throughout all of RJO. I encourage members to solve problems, when they can, on their own within the RJO family. I’m also aware some situations require more than just good advice, and RJO leadership offers resources to help in those situations as well. (The recent Merchandise Review Committee panel in Cincinnati was a great example.)

We did so well last year, working together through an awfully thick fog of uncertainty, let’s keep our success continuing! Please mark your calendars for our next Buying Show—The Magic Begins Here—at the end of January in Birmingham, and continue to stay safe, healthy and have strong sales for the rest of the year.

Sarah Streb RJO CEO

RJO Board News THE RJO BOARD WILL HOLD a joint meeting with the Merchandise Review Committee (MRC) on October 18–20 in Birmingham, AL. RJO members are encouraged to send any concerns or topics for the leadership teams to: sarah@rjomembers.com.

Upcoming Elections (Members and Vendors are encouraged to apply for relevant positions) Merchandise Review Committee • Request applications: Now open • Applications due: September 24 • Appointment decision by the RJO Board of Directors: October 20 Application Roles & Responsibilities

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Next Gen Advisory Board • Request applications: Now open • Applications due: September 24 • Appointment decision by the RJO Board of Directors: October 20 Application Roles & Responsibilities

RJO Foundation Board of Directors • Request applications: September 3 • Applications due: October 4 • Appointment decision by the RJO Foundation Board: October 13 Application Foundation Trustee Board Description

Vendor Advisory Committee • Request applications: September 3 • Applications due: October 4 • Appointment decision by RJO Board of Directors: October 20 Application Roles & Responsibilities

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

From RJO’s Facebook Page SERVICES Centralized Billing Patronage Dividend RJO Website (rjomembers.com) Buying Shows (Fall/Spring) In the Loupe – RJO’s newsletter Free Print and Radio Ad Library (on the RJO website)

Post: Please read this regarding three package deliveries, which caused headaches due to new UPS and USPS COVID-19 policies, resulting in $30,000 in misdirected jewelry.

1) We had a package from our RJO Show order delivered to an optical shop two towns over last week. Thankfully the vendor had sent us the tracking number, and we got the UPS confirmation the package had (incorrectly) been delivered. Because I watch these emails, I was able to get on it immediately, and we were able to retrieve the order. The problem, though, is UPS considered the box delivered, and even after I phoned them— insisting I didn’t have it—they kept saying we got it. Only when UPS geotracked the package did they admit the mistake.

Educational Seminars (at the Buying Shows)

Member-to-Member Incentive Program (Recruitment Program)

Organized Buying Trips to Antwerp and IdarOberstein (postponed for 2021) RJO Directory Travel Vouchers at Shows (offered at varying times)

Free Hotel Room Incentive (at the Buying Shows)

RJO Informational Email Blasts Purchase Vouchers (at the Buying Shows)

RJO Membership Certificate RJO Next Gen and RJO Succession Experiences Private Label Credit Card Service JewelConnect Scholarship Opportunities (from the RJO Foundation)

THE RJO PAGE ON FACEBOOK hosts a variety of interesting discussions every day. A recent post described one member’s troubling experiences with delivery services, and a number of replies from fellow RJO members related similar experiences. Here is an edited version of that initial post and two related replies:

2) We shipped a package to our client in a multi-unit dwelling (high-rise condo). USPS insists it was delivered, but the client insists it never arrived.

The package confirmation did not show a signature, simply that it was left with an individual. This $25,350 package is now caught up in a “He said, She said” scenario. For me, it means I am handing the customer a check for $25,340 later today, after more than three months of UPS investigations.

3) Today I received someone else’s package via UPS. I’ve been on the phone with UPS for hours, and I still can’t find out if I have a package out there that was delivered to someone else or if I just got their box. If everyone sent us the tracking numbers. I would know what I was expecting and could start looking sooner rather than later.

So please check on your shipments to confirm they are arriving and check on what you’ve shipped out to make sure it reached its destination.

Vendors, please send jewelers tracking numbers for the packages you send.

I just wanted to share because no one appears to be responsible. The recipients and shippers are trying to locate packages, and the carriers are just going with a “Hey, we left it somewhere ...” response. And good luck speaking to someone local. It’s all a call center scenario, and they don’t have a script response for “You gave my stuff to someone else!”

Reply One: I have the UPS app, and it keeps track of all my incoming packages. It’s free and I love it. I wish Fed Ex offered the same.

Reply Two: FedEx has an app and we use it. Once you enter the tracking number you can alert it for notifications, and you will see all updates.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

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RJO Foundation 100+ Club Reaches New Milestone AT LOT OF THINGS DID ‘COME TOGETHER’ for the RJO Foundation at the Summer Buying Show in Cincinnati last month. The Foundation’s 100+ Club added 15 new members, to bring the club’s total to 100. Additionally, a variety of fundraising efforts netted nearly $13,000 for the Foundation.

The RJO Foundation 100+ Club is a group of RJO members personally committed to raising money for the RJO Foundation Endowment Fund. To be recognized as a 100+ Club member, a financial commitment of $200 each year is required.

Outside of the Club, the Buying Show’s fundraising resulted in the following totals:

• $4,375 from additional sales of other works from Mike Doland • $5,060 from the sale of RJO Foundation jewelry & pens • $1,362 from the sale of RJO Foundation Summer Buying Show T-shirts (shown below) and related clothing.

The money raised will be used to sustain the RJO Foundation Scholarship program, which provides scholarships and grants to RJO retail owners, vendor owners and their employees. To date, the RJO Foundation has awarded more than 100 RJO members nearly $60,000 in scholarships.

• $2,000 from raffle ticket sales for a painting donated by RJO member Mike Doland.

The RJO Foundation Board of Directors meets at each of the RJO Buying Shows.

Meetings contain in-depth

discussions regarding the role the Foundation will play in the industry, sustainable fund-raising campaigns, scholarship opportunities, and more.

Current members of the RJO Foundation Board of Directors are: Mike Pribyl (President), CahillPribyl Jewelers; Mark A. Comier (Treasurer), Hager Jewelry Inc.; Deb Borgemoen, Wickersham Jewelry; Kimberly Gassen, Grace Jewelry; Sheri Ihde, Jewelers Mutual Insurance Co.; Kymberlee Setterberg, Setterberg Jewelers; Amy Mefford, Cahill-Pribyl Jewelers; and Mike Buley, Jewelry Ads That Work.

For more information about the Foundation's fundraising success at the Summer Buying Show, as well as to see a photo of the auction artwork, see page 8.

Next Gen Experience Gets Personal with Business RJO IS HOSTING ITS WEEKEND RETREAT, Next Gen Experience, September 11-13th in Oak Brook, Il. Next Gen will be held at the Hyatt Lodge, McDonald’s campus. Next Gen Experience was developed to create an impactful curriculum of hands-on learning and interactive dialogue to aid the next generation of retail jewelers in preparing for the future of our industry and their business.

This weekend retreat is designed specifically for young professionals in the industry, to provide opportunities for education, networking, and exchanging ideas with peers. The curriculum is specifically designed to grow leadership skills, bridge communication gaps, strengthen skill sets behind the counter and beyond, covering concepts such as: • Communicating effectively • Dealing with conflict • Reading financial statements • Developing relationships with financial institutions • Improving productivity • Effective community involvement • Creating a better YOU for your business

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RJO’s Next Gen Experience is guided with the help of the Next Generation Advisory Board. The Board was formed in 2011 to aid the leadership of RJO in establishing the needs, wants, and concerns of the next generation of independent jewelers, as well as brainstorming and giving feedback from networking with peers in RJO. Current members of the Next Generation Advisory Board are: Eddie Bacon, Bacon Jewelry; Nick Doland, Doland Jewelers; Will Doland, Doland Jewelers; Brandie McCoy, Imperial Jewelers; Russ McIntosh, McIntosh Jewelry; and Joe Schiavone, Z’s Fine Jewelers.

To see a recent press release published in Southern Jewelry News, click here. To learn more about the Experience, contact Sabrina Smead at sabrina@rjomembers.com.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

RJOmeet.Me: Boosting the RJO Vendor Experience

“RJO UNDERSTANDS THAT OPTIMIZING the connection between our retailers and vendors is critical to everyone’s success and is a core function of our organization,” says RJO CEO Sarah Streb.

“During the past year, RJO looked at the opportunities that exist to increase this connection, and we’ve built a system that will bring a new level of capability to all our members. We call it RJOmeet.Me.” The new system was developed and is maintained by VRB Internet Solutions Ltd., an RJO vendor and manager of RJO services JewelConnect, Repair.Jewelry, RJOCustomHatch. VRB’s Andy Boundy says RJOmeet.Me provides RJO jewelers a way to visit with vendors virtually, and it specializes in three main offerings.

Meet Vendors RJOmeet.Me provides jewelers a 24-7/365 platform where vendors can demonstrate their company information and offerings. The system could be described as a cross between a “virtual booth” and a “social page” for vendors, available for researching at any time. The platform provides RJO vendor marketing materials and catalogs, and general information, as well as spotlights on specials, lines, brands, and more. Boundy says it should end jewelers wondering “Are there any RJO vendors who can ...?” All important information is a click away.

Search and Discover RJOmeet.Me works on a specialized “weighted keyword” function, a bit like popular search engines do. Vendors are instructed to use these keywords to attract retailer searches, in such a way that demonstrates their best offerings directly relevant to what retailers need. Jewelers can now easily find what they need and who can provide it. RJOmeet.Me gives every vendor the same chance to attract a jeweler’s business, making sure every store has the best choice and every vendor can compete.

“We know sometimes finding that next great line for your store can be a bit difficult,” says Boundy.” The best place to solve this is obviously a Buying Show, but it’s not always ‘showtime.’ We therefore created this keyword system to show you all the lines, lots of available products and information you may be interested in. You’ll be able to discover new

ideas, brands, and lines that may fit your store. We call it our “Research Tool” and it is—in a word— awesome.”

What happens when you search for something and you find nothing? “Sorry, zero results” helps nobody.

RJOmeet.Me allows its system to identify when something is not being found but might be offered by an RJO vendor. The system alerts all vendor members there is a “hole in the market,” providing them an opportunity to fill it. This turns the system into a real-time learning machine, constantly adding information, powered by what retailers need.

Boundy say RJOmeet.Me is already thousands of keywords strong and is “growing every day.”

Order Memos and Samples Finding companies and services is great, but virtually putting an item under your loupe isn’t possible. “We understand this is a fundamental element to your buying,” says Boundy. “As such, we designed a ‘Memo/Sample’ request system that allows retailers to select and request items from participating vendors on memo or as a sample. Try it, then buy it; the same way (almost) as you do at a Buying Show.”

RJOmeet.Me is where RJO jewelers can find products and services, research new opportunities, and do more business within RJO. Discover new lines, diversify into new areas, meet your favorite vendors—as well as uncover new ones. RJOmeet.Me is a system that has enormous potential for RJO retailers and vendors alike. Check it out at https://rjomeet.me (home screen shown below)

To login to the system, visit RJOMeet.Me, click Retailer and request a password by using your RJO ID Number (Typically three letters followed by three numbers and can be found on your monthly statement.)

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

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Vendor Profile

An Artinian Gem In Every Fine Jewelry Collection ‘GOING TO THE SOURCE’ REALLY MEANS something to David Artinian. His company, Artinian Gems, is a supplier of fine quality, loose, colored gems. The RJO Vendor supports independent jewelers and jewelry designers with one-of-a-kind loose gems for their jewelry projects. And their mission statement is in the title above.

“Be it rubies from Mogok Myanmar or tanzanite found only in northern Tanzania,” says Artinian, “Artinian Gems has been known for searching out fine gemstone materials all over the world. We strive to be experts in sourcing the most beautiful gems.

That means you can feel confident in our quality, fair pricing, and expertise.”

"One of the greatest benefits to the RJO retailer is our virtual and in-store gem parties," says Artinian.

"These virtual gem events help jewelers present and sell gems, and we conduct them in the form of group parties, as well as in private one-on-one showings.

We have developed a gem studio, as well as a turnkey system, that empowers the retailer to schedule and successfully conduct their own private and group virtual gem events. These have proven to be a tremendous benefit to the retailer." A video describing Artinian Gem's virtual gem event may be viewed here.

"During the past year the demand for the virtual events has increased," says Artinian, "and we've found that, for many stores, they are more successful than in-store events. Stores are cutting expenses and selling more gems than they ever dreamed possible, with event purchases ranging between a few thousand to over 100K, in one single setting. This virtual model has proven to be a major benefit for all who experience it."

A promotional image from David Artinian's 2019 visit to a jeweler in the Northeast.

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The elements of the instore parties are described

in greater detail on the company's website, and they involve the store inviting customers to the virtual party; customers can attend from their own home or in a private area set up in the store. Artinian Gems teams up with the jeweler to present and sell gems to their customers, who receive a full gemstone experience, from viewing a variety of gorgeous gems on the turntable, all the way to getting to hear stories about the gems and watching gem hunting videos.

"We immerse them in the experience and the compelling story of where the gems are from." says Artinian. "We will then ship their gem selection, along with an invoice, to their store for final approval and payment. There's a dedicated page on our website that walks jewelers through the process, and it includes videos and testimonials."

RJO members are offered a number of other features on the company’s website, as well, including live inventory, gem show planning and training, videos of gem hunts, gem show invitations and graphic support services, and a blog entitled “Top Interesting Facts & Stories About Gems.” Artinian directs RJO members to shop via the website, but also encourages personal calls.

Jeweler concerns regarding the responsible sourcing of gemstones is also a concern for Artinian.

“We share your concern,” he says. “One of our passions is personal and community development.

We allocate time and money to help develop people and families, especially in the areas where we do business. We support children’s homes and community development projects. We also focus intently on the constant improvement of our staff, their families, and surrounding community, where our gem cutting facility is located in Thailand.”

Additionally, Artinian Gems gives back to the community in a direct manner, donating to causes that fight human trafficking, as well as to causes that are on the cutting edge of developing self-sustaining, healthy communities. Artinian says jewelers greatly appreciate knowing their purchase contributes to the greater good.

Artinian Gems is located at 13446 Poway Road 113 in Poway, CA. Phone: (858) 679-7633 Website: www.artiniangems.com

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

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

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FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

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MERCHANDISE REVIEW COMMITTEE (MRC) RJO's Merchandise Review Committee (MRC) worked long hours behind the scenes during the Summer Buying Show in Cincinnati, reviewing possible future RJO vendors. The goal of the group is to ensure successful vendor-retailer partnerships by negotiating the industry's best discounts and terms. This team works to bring in quality vendors to our organization and protect the mutually-beneficial relationship that is part of the foundation to RJO's success. Here are photos of the MRC at work during the Show.

Current members of the MRC are: Jeff Wickersham (Chairman), Wickersham Jewelry; Mike Noe (Vice Chairman), Noe’s Jewelry; Brendon Davis, Thomas A. Davis Jewelers; Joanna Gruver, Haywood's Westlake; Cody Miller, Alan Miller Jewelers; Tom Nelson, Nelson Jewelry; and Kendra Harris, Jayson Jewelers.

RJO FOUNDATION FUNDRAISERS

The RJO Foundation had an excellent Show, raising nearly $13,000 through a number of Buying Show related efforts, including the auctioning and sales of artwork produced by RJO member Mike Doland. Additional funds were raised through the sales of jewelry and pens, as well as Summer Buying Show clothing.

Shown to the left is Lisa Prybil of Cahill-Pribyl Jewelers in Keokuk, IA, with the painting won at auction. Lisa is also in the middle of the picture above, posing with her husband, Foundation president Mike Pribyl, and fellow Foundation supporters, showing off the design of the Show's fundraising T-shirts.

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FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Award Winners VENDORS OF THE YEAR

Finished Goods Heera Moti

Loose Goods GN Diamond

Service/Specialty Jewel-Craft

Finished Goods Allison-Kaufman

Watches/Clocks Citizen Watch

SALES REPRESENTATIVES OF THE YEAR

Aubre Ford

RDI Diamonds

Prashant Mehta Diamond Expressions

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

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Jeweler Profile

Disinger Jewelers: A Literal Next Gen Experience MANY BUSINESSES TALK ABOUT their target market, oftentimes in broad terms; rarely with specifics. If RJO were to specifically identify a “target” jeweler, you’d be hard-pressed to find one more of a fit than Disinger Jewelers of Jasper, in Jasper, IN. As the store approaches its 90th anniversary next year, Disinger Jewelers has: had an owner be given the RJO Lifetime Achievement Award; used the Next Gen Experience to transfer ownership from one family to a new one; attended Buying Shows galore; had an inaugural recipient of an RJO Foundation Scholarship; and is a member of the RJO’s Foundation 100+ Club. The previous owner is one of two RJO members currently in the RJO Foundation Shine Bright Legacy Society, where they have included the RJO Foundation in their estate planning.

“RJO has been an integral part of my business,” says Disinger’s new owner Teresa Heeke. “I’ve been attending the Teresa Heeke RJO Shows for the past five years and have been so impressed with this buying group.

I love the education offered at the Buying Shows and the ease of ordering from multiple vendors at one time. I also appreciate the buying power of the group and the great discounts offered by vendors.”

“My favorite part of being an RJO member is having a strong network of jewelers and vendors that feel like family,” says Heeke. “I like the buying power we have as members and the great terms the vendors give to members. This was crucial to me when buying the business, since I started with all new inventory.” That strong network has been valuable, says Heeke, particularly during the ups and downs of the last year.

“We have really noticed a change since reopening our store after being closed due to the pandemic,” she says. “Customers want to buy more meaningful gifts they can pass down to their children and grandchildren. We are selling more diamonds, engagement rings, and gold jewelry than we have in past years. We are also doing more custom jobs using family heirlooms.” Heeke purchased the store from Bob and Jacque Disinger on January 1 this year.

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“Our store was started in 1932 by Bob Disinger’s grandfather.” says Heeke, “I worked at the store in high school and during college. I spent 20 years in corporate America, earning degrees in business management and obtaining Professional in Human Resources (PHR) certification. I returned to the store in 2015 as the Director of Operations, with a plan to buy the store when Bob and Jacque retired.” Aiding in Heeke’s purchase was attending RJO’s Next Gen Experience in 2015.

“I attended the RJO Next Gen [Succession] Experience with Bob in 2015,” she says. “It was a great experience, and I would definitely recommend it to other RJO members.

I enjoyed learning about different methods to transfer ownership, how to hold a retirement sale, and tips on writing my business plan. I also enjoyed getting to know other jewelers in my situation and being able to build a network so we can all support each other.”

In the years that followed, Heeke received one of the first RJO Foundation Scholarships in 2016, and Bob received RJO’s Lifetime Achievement Award in 2020.

“It was such an honor to receive one of the RJO Foundation Scholarships!” says Heeke. “I was able to take my first GIA course because of this scholarship. I have continued to take many other courses to expand my knowledge of diamonds, diamond grading, and colored gemstones. Just recently, one of my employees received one of the scholarships as well. I’m so appreciative of this wonderful opportunity and would encourage all RJO members to apply.” Heeke recently joined the RJO Foundation 100+ Club as a way of giving back to RJO and the Foundation. She gives back on a local level as well.

“One unique thing we do at our store is give back to a different charity each month.” she says. “We donate a percentage of sales to a wonderful charity, such as Habitat for Humanity, Crisis Connection, Mentors for Youth, and the Special Olympics. God has given me this amazing opportunity to be a part of this wonderful industry, and I want to pay it forward in any way I can.”

Disinger Jewelers of Jasper is located at 3770 N. Newton Street in Jasper, IN. Phone: (812) 482-4833 Website: www.disinger.com

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

NEW MEMBERS Amy’s Fine Jewelry Amy Paoletti Williamsville, NY

Erwin’s Jewelers Co Rebecca Zurcher Bellevue, NE

Black River Diamond Company (second location) Brian and Jill Rouse Medford, WI

House of Silva Kelly Silva Wooster, OH Hudson Valley Goldsmith David and Sara Walton New Paltz, NY

Clark’s Jewelry Store Susan Clark Pomeroy, OH

Referred by Pady Shah, IDD USA, New York, NY

Referred by Ralph Crivelli, Victor Corporation, Cincinnati, OH

Clements Jewelers Steve Clements and Taylor James Madisonville, KY Clinton Jewelers Donna Butler Albany, KY

Referred by Sandy Wieman-Marrow, Berco Jewelry Co., Chicago, IL

Cook’s Jewelry Gloria Cook Carrollton, GA Cooper & Binkley Jewelers Barb and Mark Binkley Brighton, MI Dunkin’s Diamonds Naples (this location only) Stuart Dunkin Naples, FL

Referred by Stuller, Inc., Lafayette, LA

Kent Jewelry (second location) Zach and Sarah Woolsey Kirkwood, MO Michael’s Jewelry Michael Parsons North Wilkesboro, NC

Referred by Steve Summerlin, Imperial Pearl, East Providence, RI; and Mike Handley, Gems One, New York, NY; and Dennis Williams, Lafonn & Victor Corp., Cypress, CA

Michele & Company Michele Rohn Lapeer, MI

Referred by Geno Scartozzi, Wilkerson & Co, Stuttgart, AR; and Ken Latimer, Imperial Pearl, East Providence, RI

Miska Jewelers Stephen Miska State College, PA

Pierce Custom Jewelers Lance Pierce Lake Mary, FL

Referred by Alex Ramos, Plantation Jewelers, Winter Garden, FL

Ritzi Jewelers Jim Lubic Brookville, IN

Referred by Charlie Maneke, Maneke Jewelers, Alton, IL

Roberts & Co Leland Roberts Tifton, GA Robert’s Jewelers Janet Silver Jackson, TN

Referred by Duke Thames, Merit Diamond, Hollywood, FL; and Jemini Joshi, IDD USA, New York, NY

Silverstone Jewelers Kalena Carver Howell, MI

Referred by Bob and Alissa Sweet, Sweet Custom Jewelry, Lansing, MI

Sohn & McClure Jewelers Rex McClure Charleston, SC

Referred by Darrel Quinn, Quinn’s Diamond Jewelers, Hilton Head Island, SC

Texas Artisan Wendy Collard League City, TX

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.

Does RJO Have Your Most Up-to-Date Email Addresses?

If you’ve changed your email 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.

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New Vendors

American Ring Source Cincinnati, OH Brian Lane, Kara Luckadoo, Jessica Lane, Mike Lane (800) 841-5619 www.americanringsource.com Company Description: American Ring Source (ARS) offers a Live Delivery line, covering all of your jewelry needs from bridal to gemstones, as well as diamond products and everything in between. ARS is always staying on top of the current fashion trends, while also keeping the basics in stock. With no minimum buy-in, and a 1-to-1 trade-out policy, you can buy with confidence from American Ring Source.

Sopraffino Jewelry Inc New York, NY Adwin Chan, Renee Chew (929) 322-3128 www.sopraffinoinc.com Company Description: Sopraffino Jewelry is a small family-run jewelry manufacturing company with big dreams and big heart. We offer an attractive extended memo program for RJO retailers. We offer limited production of unique 18K high-end finished jewelry with distinctive designs, fine precious gems, and quality craftsmanship for long-term memo and invoice.

ASBA USA, INC Sarasota, FL Joshua Israileff, Nicolai Israileff (941) 366-3887 www.asbausa.com Company Description: ASBA USA is owned and operated by the Israileff family, proudly serving the jewelry industry since 1982. ASBA USA is a prime supplier of cultured pearls and finished diamond, color stone, and pearl jewelry.

Thorsten Long Beach, CA James Keo, Micah Cree, Myesha Collins (888) 209-4757 www.universal-jewelry.com Company Description: Thorsten Jewelry is a cutting-edge brand specializing in wedding bands for both men and women. Alternative metals have changed the jewelry industry, resulting in an increase in popularity and demand nationwide.

Thorsten supplies jewelers with only the finest and strongest materials used in rings, resulting in a product that is unmatched by our competition. Our extensive market research makes us experts in our field, leading the industry with award-winning new styles and innovative products. Our line is the largest in America, with more than 600 styles to choose from, all guaranteed with the security of our lifetime warranty.

Bering Time US Torrance, CA Jim Imhof, Nicole Peterson (310) 417-5025 www.beringtime.com Company Description: Twelve-years of offering moderately priced watch and jewelry; the company is of Danish heritage. Product DNA comprises high quality, high fashion (but moderately priced) watches and jewelry.

Reko Settings Boston, MA Sam Mulani, Farhat Rangwalla (617) 367-8900 www.rekosettings.com Company Description: Reko has been in business since 1989 and with its network of manufacturers, it prides itself in servicing retail jewelers with quality products. These include a wide array of carefully selected rings, pendant and earring designs—set with specialty cut gems as accents.

Reko offers diamond fashion pieces in line with the current trends in all categories.

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

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Venetti Los Angeles, CA Herzl Lary, Alan Esserman, Sabrina Aziz, Rozel Villion (213) 683-0848 www.venetti.com Company Description: Venetti was established in 1995, and quality product and quality customer service are our mission. We specialize in fast product turn with fantastic finishing. Our integrity is proven by our performance.

Selling bridal, fashion and color.

COVER STORY

Sales Incentives Practice is just as valuable as a sale.

The sale will make you a living; the skill will make you a fortune.

– Jim Rohn The idea that jewelry retailers are confronting a changing sales landscape more frequently is not new. There is solid evidence that RJO members have been able to evolve quickly when necessary, and last year’s wild—yet mostly successful—ride through the early part of the pandemic seems to be a case in point. Yet, amidst all the changes popping up, it would be reasonable to think that an effective sales incentive program might be a reliable constant for retailers.

Apparently, it’s not.

WITH REGULARITY—ON SOCIAL MEDIA, at Buying Show roundtables, and in private one-on-ones— jewelers continue to seek a better sales incentive program. One RJO member seems to have cracked the sales incentive code, while others are still overhauling or tweaking with their own program.

Let’s take a look at what is working, what could be improved, a look at a good program, and where retailers might be able to go from here. We start with looking—theoretically—at the basic elements of an effective sales incentive program, a topic Kate Peterson, of Performance Concepts, knows a lot about.

Peterson says an effective program should contain some common elements, such as: a defined goal of the incentive, fairness, a defined incentive period, solid sales support to increase sales, and a reward system that goes above and beyond regular reasonable pay. Peterson elaborates on this overview in a series of bullet points.

“Any incentives,” she says, “should ALWAYS: • Focus on encouraging a specific behavior or building a defined habit.

• Be accessible to everyone on the team in some form or another. Resentment grows quickly when the people who are handling paperwork and sizing rings are watching while the person who sold the ring gets a $25 payout every time. Yes, top performers should be rewarded in proportion to their contribution, as long as you can find a way to include the whole team in some form.

• Be short in duration. Attention spans are not typically huge with salespeople, so effectiveness diminishes with anything longer than 3-4 weeks; 1-2 weeks is ideal.

• Be accompanied by active sales floor management to ensure that your company values and the customer’s needs always come first. This is especially

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The Noe System Mike Noe, owner of Noe's Jewelry in Raymore, MO, is well known for having a very good sales incentive system. These details were provided by Rochelle “Rocci” Kai, the store’s manager for the past 17 years. Kai put the Noe System down on paper and passed it on to Mike for editing.

We first calculate a commission goal.

This goal is a 5% increase on the average of the previous 3 years’ sales. There are a few things that need to be taken into consideration, such as an extremely large sale or event. Mike is very fair about this.

Example: A Large Sale - If a $40,000 diamond is sold, Mike calculates the sale on the profit made x 2 (keystone) minus profit = $8000 x 2 is figured at a $16,000 sale, not $40,000.)

If bonus goal is met for the month, then employees qualify for bonus.

The possible bonus percentages are entered into our Edge POS as follows: - Our Office Person gets 10% of every sale and repair that is made in the store.

- Our Jeweler gets 10% of every piece of jewelry we sell and 80% of every repair that is sold.

- Our Sales staff gets 80% of every piece of jewelry we sell and 10% of every repair that is sold.

Example: Jewelry Sale - Sales Associate sells $100.00 item.

- Jeweler gets credit for $10.00 - Office Assistant gets credit for $10.00 - Sales Associate gets credit for $80.00 Example: Repair Sale - Sales Associate sells $100.00 repair - Jeweler gets credit for $80.00 - Office Assistant gets credit for $10.00 - Sales Associate gets credit for $10.00 When—and only when—the 5% increase is reached, then the employees make bonus.

They then get .05% of their overall sales. The percentages are in 5% increments beginning at 5% and ending at 30%.

Example: Employee sells $40,000 - Commission at 5% goal would be .5% of the employee’s total sales = $200.00 - Commission at 10% goal would be 1% of the employee’s total sales = $400.00 - Commission at 15% goal would be 1.5% of the employee’s total sales = $600.00 - Commission at 20% goal would be 2% of the employee’s total sales = $800.00 (and so on).

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true when dealing with specific brand or product incentives. In other words, if ‘repeating the brand pitch’ to every customer is a requirement—often checked by secret shoppers—be sure that pitch is 100% true and meets with your standards. Then decide if requiring every customer to hear the pitch is in line with your brand messaging.”

Effective programs also have some “Don’ts,” according to Peterson.

“Incentive programs should NEVER: • Promote a concept or product that is contrary to your company values or standards.

• Appear to be a ‘bribe’ (i.e. ‘I know you don’t like this stuff—and maybe I shouldn’t have bought it—but I’ll pay you $10 per item to sell it’). If a bribe is the motivation, your customer experience will likely suffer at the hands of the ‘over-motivated.’

• Take the place of a fair, competitive wage and reasonable pay for performance for your sales staff. In general, incentives should be above and beyond regular compensation, and regular compensation should always provide a livable income in your market.”

A Team Approach Heather Wahl, owner of R.C. Wahl Jewelers in Des Plaines, IL, considers her sales incentive strategy to be successful. She takes a team approach to establish goals, creates games for interest, and strives for clarity in results.

“Our team all receives a base pay,” says Wahl, “and we also provide a monthly commission incentive to reach our monthly goal, our reach goal, and our stretch goal. Our stretch goal is a certain percentage of sales and goes up as higher levels are reached.”

Our support staffer gets a percentage of sales, but since she is mostly in the back room and acting as my right hand, she gets a flat dollar bonus at each goal level, in addition to her commission.”

“We also like to play games,” she continues, such as ‘Pass the $20’ (the $20 goes to the

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first sale of the day and then keeps passing to the largest sale of the day, or it can be done with addons). Vendor sales incentives work well. Ania Haie and Seiko both have had holiday promos in the past.”

I look at the previous year’s number and add 5% for our Goal, 20% for our Stretch Goal and an additional 20% for our Super Stretch. The goal numbers come from the sales of the group as a whole.”

“ ‘Sales Bingo’ is popular,” says Wahl,” but my absolute favorite is our ‘Aged Inventory Game.’ We are able to utilize our Edge data to create a bar graph for each staff member, with a goal number of days.

This works well because it’s not based solely on the number of sales, but instead on how old the items are. If the goal is $20,000 as a finish number, someone that sells five $4,000-day-old items will fill their bar graph before someone that sells 100 items that each are only 10 days old. It’s a lot of fun and gets the staff showing the older goods and not just running to the new items.”

“My jewelry, manager and assistant manager are also included in the bonus system, Gruver says, “but their bonus is based on overall sales. You have to be patient, as promoting goals doesn’t always work overnight. For us it took about six months for employee buy-in, and now they love it. It motivates them and makes it feel like a real team effort.”

Wahl say the advantage to implementing their goal system with incentives is the team has a greater understanding of where the store is trying to go and what it is trying to achieve as a group. Previously, says Wahl, her father was quite tight-lipped about the financials, and it definitely effected sales performance. She says the team didn’t know what good looked like and—while they were happy to come to work and were giving it their all—she says they didn’t know where the finish line was, so they weren’t working to their capabilities.

Still, Wahl’s acknowledges her approach can have some weak spots.

“The disadvantage of this method,” she says, ‘can be one bad apple poisoning the well. If you get a staff member that isn’t working towards the goal of giving the best to the store and the other members of the team, they can try and go it alone and be petty about splits or turn overs. We recently had a team member that wasn’t a good fit that way; she was creating an environment that wasn’t the best for staff or guests.

Ultimately, it was just a sign that, overall, it wasn’t a good fit. But it really helped us to revisit and dive into speaking with everyone involved to make sure they were being heard and felt taken care.”

Stretch. And Super Stretch Joanna Gruver, owner of Haywood’s Westlake in Smith Mountain Lake, VA, takes advantage of the RJO family for ideas and support, and she’s implemented a plan that is straightforward and empowers her employees.

“I changed our approach to incentives about three years ago.” she continues, “and it has been very successful.

Gruver adds, “Additionally, I made it very clear from the beginning that I wasn’t going to tolerate bickering about whose sale it was, and who split the sale, etc.

They have done a great job of working things out between themselves.”

Both Wahl and Gruver recommend RJO Vendor Nick Failla (Collected Concepts), as a good resource for RJO members. Other RJO members speak highly of a system utilized by Mike Noe of Noe’s Jewelry in Raymore, MO. It is detailed in “The Noe System” (see sidebar on the previous page).

“We joined a think tank group facilitated by Nick Failla,” says Wahl, “and it has been instrumental in our growth. He encouraged me to find out how each of my staff likes to communicate and then to meet with them every week in their preferred way, to get their ideas. Much of it is knowing what makes your team happiest. I didn’t realize how valuable face time was with one of my team, while another prefers email. I was approaching it that they should communicate the way I liked to communicate.”

“I am also part of one of Nick Failla’s groups,” says Gruver, “and that has been extremely helpful in sharing information and encouraging each other as we work through changes.”

Wahl and Gruver also recommend taking advantage of RJO resources as well.

“Attend the great presentations at RJO shows,” says Wahl, “and listen to ideas that are successful for other retailers and give it a try. Make it a 30- or 90day trial incentive or a game. See how it works or what works about it for your team.”

“Part of the beauty of RJO,” says Gruver, “is being able to network and brainstorm together, and ask questions of your fellow members by posting on social media. It’s great that we are all there to help each other.”

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

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MILESTONES Guy Benhamou, owner of PARIS 1901 in Dallas, TX, as well as the Charles Garnier Paris jewelry brand, passed away this past June at age 69.

Tom Foughty, of Windmill Park Jewelers in Orange City, IA, died earlier this year at the age of 64.

Julie Franco, of PARIS 1901 in Dallas, TX, passed away March 5. She was 55.

Ahne Ordalen, of Stadheim Jewelers in Mason City, IA, and Albert Lea, MN, died July 19. She was 37.

Sid Sather, owner of Sather's Leading Jewelers in Fort Collins, CO, passed away recently at the age of 85.

Our thoughts go out to the families.

CALENDAR September 2021

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6 Labor Day—RJO Office is closed 10 All payments must be received in RJO Office 11-13 RJO Next Gen Experience in Oak Brook, IL 12 Grandparents Day 13 RJO Foundation Scholarship applications due 15 Yom Kippur begins at sundown 22 First day of Fall 23 All invoices must be received in RJO Office 24 Merchandise Review Committee and Next Gen Board applications due

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October 2021

4 RJO Foundation Board of Directors and Vendor Advisory Committee applications due 11 All payments must be received in RJO Office 18 Winter Buying Show Vendor Registration opens 22 All invoices must be received in RJO Office 31 Halloween

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