June 2018 Edition

I N

T H E

LOUPE

The Ultimate Jeweler Resource

J u n e 2 0 1 8 • Is s u e 8 0

IN THE KNOW WITH RJO

Rejuvenate at Our Summer Buying Show SEE PAGE 2

FROM THE RJO FACEBOOK PAGE

Reaching Out to the MRC SEE PAGE 3

RJO’s Next Gen Experience sets attendance record

SEE PAGE 5

VENDOR PROFILE

JewelerPromotions.com SEE PAGE 6 Summer Buying Show Overview SEE PAGE 7

COVER STORY

Benefits, Treats & Perks SEE PAGE 11

RJO’s Summer Buying Show: Be sure to register by June 15!

The stars will align once again next month, from July 13-16. RJO's Buying Shows have set a standard for the retail industry, with our seminars and education offerings, a Buying Show floor highlighting new merchandise and lines from more than 170 vendors, as well as exclusive Show specials, all at negotiated discount prices.

In addition to the great buying opportunities you’ll find on our Buying Show floor, your RJO membership always provides you additional benefits, including:

• up to three complimentary consecutive nights’ lodging • buying discounts—via RJO Purchase Vouchers—allowing you to save up to an additional two percent on what you buy from RJO Vendors • our popular Purchase Voucher Frenzy • one $10 Sunday lunch coupon (for concessions on the buying floor)

Minneapolis’ Rock Stars Buying Show registration deadline is June 15, and registering is simple: Just go to: www.RJOMembers.com, and fill out the online form found in the Buying Show section.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

In the Know with RJO

Rejuvenate at Our Summer Buying Show RJO HOSTED A VERY SUCCESSFUL Next Gen Experience weekend in Chicago last month.

I define successful as the ability to help next generation jewelers learn what it takes to grow personally, learn from the past and prepare for the future, develop a solid path for the direction of their stores, and appreciate the value of networking. Another mark of success is worth mentioning as well: This group was our largest yet, with nearly 40 attendees.

From my perspective, I’d have to say the most engaging activity during the weekend was the communication style assessment, which encouraged members to take a critical approach at how they interact with the variety of personalities they encounter, including their employees and their customers. The weekend also featured utility presentations, such as ones involving inventory management and financial transitions, among others.

Another aspect of the weekend that caught my attention was the passion these next generation jewelers possess. There is a clear generational divide set by the energy and enthusiasm from this group. I also recognized the value this weekend provided to this group in terms of rejuvenation. As each presentation or activity progressed, you could see an increase in attendees’ participation, creativity, and confidence.

I think we tend to confuse rejuvenation with rest and relaxation. The latter are certainly important and provide valuable personal and business benefits, but rejuvenation focuses on reconnecting to the part of us that has a

passion about what we do. Just as we need to take care of our health, we also need to tend to our passion. This can be by celebrating accomplishments, connecting with new friends, or confirming your business future is bright.

An RJO opportunity for all RJO members takes place next month at our Summer Buying Show in Minneapolis, and I encourage you to join us. We work hard to provide great educational opportunities, inspiring presenters, and the world’s finest group of vendors in the jewelry universe. Yet, I’d be kidding myself if I didn’t acknowledge the value of the personal interactions during the shows. I’ve joined groups sitting around a table on the Buying Show floor, relaxing outside the hotel under an awning, or even waiting outside an elevator, and I’m often surprised at the broad range of topics being discussed, the expertise being shared, and the regular commitment to follow-up contact after the Show.

If you haven’t yet registered, I encourage you to do so today. The number of attendees will be large (our first hotel is already full), and I am confident you will enjoy your very own rejuvenation. And what is good for you is good for your business.

I hope you have a strong finish to a profitable Spring, Sarah Streb RJO CEO

RJO BOARD NEWS We would like to congratulate incumbents Terry Dickens, Joe Koester, and Lucas Doland on their reelection to the RJO Board of Directors. We also would like to thank candidates Don Bullock, Richard Hansen, Luisa Smith, and Steven Swan for their interest in serving the membership and willingness to give their time and talent to the organization.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

From RJO’s Facebook Page SERVICES Centralized Billing

Patronage Dividend

RJO Website (rjomembers.com) Buying Shows (Fall/Spring) RJO Chat Channel

In the Loupe – RJO’s newsletter Free Print and Radio Ad Library (on the RJO website) Educational Seminars (at the Buying Shows)

Member-to-Member Incentive Program (Recruitment Program)

Organized Buying Trips to Antwerp and IdarOberstein, and Israel RJO Directory

Travel Vouchers at Shows (offered at varying times)

Free Hotel Room Incentive (at the Buying Shows)

RJO Informational E-mail 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. Each issue, this space runs an edited thread from a current post. On June 5 a post was placed on the page, from a member who was having problems with an RJO vendor. More than a dozen comments followed, with several suggestions to file a complaint with the staff at RJO's main office. A late comment appealed to the RJO CEO and members of the Merchandise Review Committee, asking for some clarity about what happens when a member submits a complaint. Below is a message from RJO CEO Sarah Streb:

The RJO Merchandise Review Committee (MRC), in addition to interviewing prospective vendors and negotiating the best discounts and exchange policies in the industry for our members, also works extremely hard to create a vendor mix that is fresh, to keep up with retail jewelry trends and to ensure vendors meet the needs of our members. Meeting the needs of our members includes serving as a liaison when members have concerns or complaints.

While nurturing the vendor-jeweler relationship to benefit everyone is a constant focus for the MRC, they can also serve as a contact when a vendor is not meeting the needs of a members.

If a member has a specific complaint about a vendor, we ask members to file a written complaint to the RJO office at rjo@rjomembers.com. We strongly request you file this complaint with the office rather than using an online social media platform. This complaint is then reviewed by me and then referred to the MRC. The MRC reviews the vendor’s application, seeks out comment from the company owner, and then carefully weighs the information presented. In most cases, communication between parties results in a Merchandise resolution to the satisfaction of member.

Review Occasionally the MRC may determine that a resolution is not possible, and in these cases, the MRC forwards their recommendation to the RJO Board of Directors, which then votes upon the MRC recommendation.

The MRC is a member-elected committee of volunteer RJO members, store owners in most cases. While I encourage members to attempt to resolve concerns with vendors on their own, do not hesitate if you feel an issue is worth the attention of the MRC.

To the right you’ll find a listing of the current members of the MRC, and their contact information may be found on the RJO website.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Committee Jeff Wickersham (Chairman) Wickersham Jewelry Mike Noe (Vice Chairman) Noe’s Jewelry Brendon Davis Thomas A. Davis Jewelers Joanna Hudzick Haywood’s Westlake, LLC Cody Miller Alan Miller Jewelers Tom Nelson Nelson’s Jewelry Kendra Harris Jayson Jewelers Ltd.

Be your customers’ international expert

RJO’S ANNUAL OVERSEAS BRANDING TRIP provides vital education to you and your stores’ sales staff to make sure customers know where to go for a direct connection to overseas diamond and colored-gemstone cutters. The trip includes a Trainer’s Guide and Notes, an extensive PowerPoint presentation, and an associates training notebook. Program travelers also will be greeted by the Antwerp World Diamond Centre and distinguished as DNA (Diamonds in Antwerp) Ambassadors. RJO is currently the only North American buying group with this partnership.

Be sure to stop by the Overseas Branding Trip Reception in Minneapolis during the Buying Show on Saturday, July 14, from 7-8:30 p.m., at the Convention Center in meeting Room 211CD. To learn more about this great opportunity that has shown a great return on investment for your fellow RJO member stores, contact RJO trip coordinator Connie Matsen at: cmatsen@rjomembers.com.

Be Sure to Mark Your Calendars for Antwerp/Idar-Oberstein in October 2018

2018 Dates

First Europe Trip Hosted by Liz Schlauch & Jeff Horlacher Antwerp: October 6-11 Idar-Oberstein: October 11-15

Second Europe Trip Hosted by Connie & Steve Matsen Antwerp: October 13-18

New web-based RJO-exclusive system launching in Minneapolis

A BRAND-NEW INTERNET-BASED SYSTEM will be launching in Minneapolis during the Summer Buying Show, built for RJO members by the designers that supply the unique JewelConnect system.

Says RJO CEO, Sarah Streb, “We’re not saying too much right now, but we are really looking forward to showing you all the features you can use in your store to increase your custom business.” The system centers around providing retailers and vendors new ways to enhance and grow their custom business.

“We have a successful system dedicated to ready-to-retail pieces (JewelConnect), which has served millions of pages of information and many store referrals, but this new system is totally different and specific to custom jewelry,” says system designer Andrew Boundy, of VRB Internet

Solutions (an RJO website vendor). “We can’t wait to show it off at the Summer Show.”

“RJO presented us with an awesome idea,” continues Boundy, “and I could see immediately both the store and vendor potential. We had the basics down very quickly, as it’s a simple, tested, and understandable way to make money for the stores. I love this idea and have put all of our system design experience into it. I am positive it will be a success. I’m pretty excited for the Show, honestly.”

Streb says the new systems’ full information will be available in Minneapolis, but its debut will be followed up with an email launch containing further details; this will happen soon after the end of the Show and will allow all RJO members to get in on the action. Streb also says the system will be ready outof-the-box, and any RJO store can use it, noting “anyone can figure this out in a minute; there’s no linking or installation and it’ll open or enhance opportunities you have today—so we think there will be a lot of interest.”

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

RJO’s Next Gen Experience sets attendance record RJO HOSTED THE NEXT GEN EXPERIENCE the weekend of May 19-21, in Oak Brook, IL, welcoming the largest number of attendees in the event’s history. Started in 2014, the Next Gen 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.

With revised curriculum for the 2018 event, the Experience offered participants the chance to work with other stores preparing for the future, through receptions, group dinners, roundtables, and curriculum sessions focusing on personal and business development.

“Last month's Next Gen Experience was fantastic!" says Kate Peterson of Performance Concepts, Inc., one of the professionals available during the weekend. “Participants gathered information and polished skills that will surely help propel their success well into the future. One of the weekend’s

highlights was a presentation by Grant Mobley of the Diamond Producers' Association, introducing the latest research on diamond purchase patterns across all generations, as well as the amazing new uptick in self-purchases by women. We got to see actual consumer focus group footage and to be among the first in the nation to catch a glimpse of the promising new statistics.”

Peterson says Mobley will be repeating his presentation, in conjunction with a related sales training application segment she'll host at the Minneapolis show.

RJO would like to thank the Experience's sponsors for making the weekend possible: The Edge Retail Academy, Federated Insurance, Ostbye, Pancis Gems, Stuller, RDI Diamonds, and Diamond Producers Association.

Below are photos from the weekend Next Gen Experience.

Sam Centellas, from OutSight Consulting, leads a Next Gen session Katie Nummi Perrault (left), from Nummi Jewelers in Superior, WI, working with Erica Tague, from Michael & Son's Jewelry in Reno, NV

Luisa Smith (left), from Cornerstone Jewelry & Repair in Springfield, MO, working with Brandie McCoy, from Imperial Jewelers in Hastings, NE

Kate Peterson enjoying some time with Experience sponsors Katie Kennedy, from Stuller, and Aubre Ford, from RDI.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Vendor Profile

JewelerPromotions.com: Marketing for a snowy day

THE HOLIDAY SEASON FINDS JOY in many areas. For retailers it’s a chance to test marketing appeals, often using the tried-and-true. For consumers, it’s a chance to participate in the marketing efforts, wrangling to get the best possible deal.

JewelerPromotions.com serves retailers in creating marketing promotions that appeal to both retailers and consumers alike. As a leading specialty insurance group, JewelerPromotions.com offers retailers creative and innovative ways to engage consumers. Examples of this are weather promotions and other insured promotions, such as games of skill, probability, sportsrelated promotions, and much more.

“Weather promotions are definitely the most popular with jewelers!” says Robin Lang, Vice President of Promotions Division, Tokio Marine HCC—Specialty Group (dba JewelerPromotions.com). “Last year we insured a weather promotion for a jeweler based in Michigan for snow on Christmas Day. This was their sixth year running the promotion, and Santa Claus granted their Christmas wish, with Mother Nature dumping the minimum ten inches of snow on Christmas Day!”

“Receiving that joyful call from the store owner was truly exciting, and JewelerPromotions.com cut a check for $100,000 to the store, making it a Christmas wish come true!” says Lang. “Retailers are surprised that, in dealing with such a large

promotion, they still get personal service.

Though we are one of the largest insurance companies in the world, you’re not a number to us. You are our partner, and we are here to provide the best service we can.”

One of the most recent vendors to join RJO, JewelerPromotions.com is part of the Tokio Marine HCC, doing business under the Specialty Group subsidiary. Tokio Marine HCC is a leading specialty insurance group with offices in the United States, the United Kingdom, Spain, and Ireland, transacting business in approximately 180 countries and underwriting more than 100 classes of specialty insurance. Specialty Group is a subsidiary based in Wakefield, MA, providing specialized insurance products for the sports, entertainment, and promotional industries.

“JewelerPromotions.com is our dba, so we are not confused with selling boat insurance!” says Lang.

Lang says the largest promotion insured to date offered a $1 billion prize, but JewelerPromotions.com is willing to work with retailers on a variety of promotions (for much smaller amounts) and even those not involving the weather.

“If a weather promotion is not your cup of tea,” says Lang, “just let us know! We love getting creative, and we can work with you to come up with a concept that best fits your needs.”

JewelerPromotions.com is part of the Specialty Group subsidiary of Tokio Marine HCC, located at 13403 Northwest Freeway, Houston, TX. Phone: (713) 462-1000 Website: www.JewelerPromotions.com

What is Promotion Weather Insurance?

Promotion Weather Insurance is designed to stimulate sales for many types of retailers and manufacturers. If a certain weather event happens on a predetermined day, consumers receive a full or partial refund on purchases made during the promotional period.

The policy can insure against rain, snow or minimum/maximum temperature. Typical buyers of promotion weather insurance include jewelry stores, furniture stores, electronics stores, and auto dealers, but many types of retailers have success with these types of insured promotions.

An example would be a jewelry store that runs a sales promotion from the day after Thanksgiving through December 15th and states that anyone who makes a purchase during the sales period would get a full refund on their purchase if it snows X amount on Christmas Day.

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.

Member Registration Deadline: June 15, 2018 Show Location

Minneapolis Convention Center Exhibit Hall E 1301 Second Ave. S Minneapolis, MN

Stay for Free

RJO will pay for up to three consecutive nights’ lodging for all qualifying stores.

Reservations must be made directly through the hotel or online at: www.rjomembers.com

Reserve Your Room and Register Online

Visit the buying Show section at www.rjomembers.com to take care of both your room reservation and Show registration quickly and easily. If you do not have a username and password yet, contact RJO at 800-247-1774.

A Show Favorite: Purchase Voucher Frenzy!

Make sure you pace your buying time during the Show, to ensure you're on the sales floor Monday at noon. If you've entered your Purchase Voucher Frenzy tickets, being on the sales floor at that moment makes you automatically eligible to be among the winners of the Purchase Voucher Frenzy. RJO is teaming up once again with participating vendors to offer purchase vouchers good only during the last three hours of the Show! But ... you must be present to win!

RJO also will be providing three $200 vouchers to be applied to your RJO account. Drawings for all purchase vouchers will be held at noon Monday. To win, have your Purchase Voucher Frenzy ticket with you during Monday’s drawing, and listen for your ticket number to be called. Increase your odds by purchasing extra tickets at the show for $5 each (or 3 for $10). All proceeds go to the RJO Foundation.

Sunday Lunch Coupons

Our very generous vendors again are sponsoring one $10 coupon per store, good at any concession stand on the Show Floor on the Sunday of the Show. You can thank the vendors by spending the time you save on additional shopping before the Show closes.

Photo IDs on Show Floor

Though it has become standard procedure, be aware RJO requires a photo ID and business card upon registration check-in. Both items must be presented to receive your badge for access to the Buying Show floor.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Purchase Vouchers Discounts

Purchase vouchers will be in effect during the Show, and applicable to all of your purchases from our vendors. Your specific voucher percentage—up to an additional 2 percent off each purchase—will be based on your store’s 2017 purchase total. This information will be available at the Show registration desk, or you can call us.

2017 Purchase Total Additional Discount on All Show Purchases $100,000-$149,999.99: 1%

$150,000-$199,999.99: 1.5% $200,000 or greater:

2%

Important: All vouchers must be completed by you and submitted to the RJO registration desk prior to the end of the Buying Show. Show voucher terms are six months.

FRIDAY, JULY 13

Mall of America Tour* 12:30 - 5 p.m.

Champagne Lunch and Conservatory Tour* 12:30 - 5 p.m.

Pure Grown Diamonds Session 1 - 2:30 p.m.

Ascend Marketing Training Seminar 1 - 4 p.m.

GN Diamonds Seminar 2 - 3 p.m.

Prince’s Paisley Park VIP Tour* 2 - 4:30 p.m.

The EDGE User’s Meeting 2:30 - 5 p.m.

Jewelers Mutual Seminar 3 - 4:30 p.m.

Diamond Producers Association Seminar 3 - 5 p.m.

Paris 1901 Display Seminar 4 - 5 p.m.

Star Gems Seminar 5 - 6:30 p.m.

Stuller Seminar 5 - 6:30 p.m.

Pancis Seminar 5:30 - 6:30 p.m.

New Member Reception and Orientation 5:30 - 6:30 p.m.

Early Member Registration 5:30 - 8:30 p.m.

RJO Kick-off Reception and Tower Displays 6:30 - 8:30 p.m.

Gems One Seminar 7:30 - 9 p.m.

Show & Event Schedule SATURDAY, JULY 14

Seminar Continental Breakfast 7:30 - 9 a.m.

Member Show and Seminar Registration 7:30 a.m. - 12:30 p.m.

Seminars 8:30 a.m. - 12:20 p.m.

General Membership Meeting’ Luncheon and Keynote 12:30 - 2 p.m.

Member Show Registration 1 - 7 p.m.

New Member Orientation 2 - 3 p.m.

Idea Center 2 - 6 p.m.

Buying Floor Grand Opening 2 - 7 p.m.

Buying Floor Welcome Reception 5:30 - 7 p.m.

Next Generation Reception 6 - 7 p.m.

Overseas Branding Trip Reception 7 - 8:30 p.m.

SUNDAY, JULY 15

Joint Breakfast and Vendor of the Year Awards Presentation 7:30 - 8:30 a.m.

Registration Desk Opens 8 a.m.

Brain Gain Breakouts 8:30 - 9:30 a.m.

Buying Floor Open

9:30 a.m. - 6:00 p.m.

Idea Center

10 a.m. - 5 p.m.

Press Release Photo Session 1 - 3 p.m.

Antwerp Personalized DVD Filming 3:30 - 5 p.m.

RJO Happy Hour 5 - 6 p.m.

Sunday Get-together and Lifetime Achievement Award Presentation

MONDAY, JULY 16

Sharing the Best of Your Minneapolis Experience and Continental Breakfast 8 - 9:30 a.m.

Show Registration Desk Opens 8:30 a.m.

Buying Floor Open 9:30 a.m. - 3 p.m.

Idea Center 10 a.m. - 12 p.m.

Farewell Event 2 - 3 p.m.

Mission Manor Escape Room Experience* 6 - 9 p.m.

Taste of Twin Cities Brewery and Dinner Tour* 6 - 9:30 p.m.

Sunset Dinner Cruise* 6 - 9:45 p.m.

6 - 8:30 p.m.

* Cost of optional excursions is the responsibility of the participant. To register for any of the group activities, indicate on your registration form the one(s) you wish to attend and remit payment.

Optional excursions cannot be canceled after June 22, 2018.

For a description of all Friday affiliate seminars, as well as Saturday's educational series, visit RJOmembers.com or review your registration packet.

Show Notes NO RJO GOLF TOURNAMENT IN MINNEAPOLIS With the amazing line-up of vendor-sponsored educational seminars scheduled on Friday, we will not be holding an RJO-sponsored golf tournament.

Although the golf tournament has served as a wonderful networking opportunity in the past, with the new Friday Evening Kick-off Reception, we hope you can still have your fill of business and pleasure!

BUYING FLOOR HOURS Saturday, July 14: 2 - 7 p.m.

Sunday, July 15: 9:30 a.m. - 6 p.m.

Monday, July 16: 9:30 a.m. - 3 p.m.

THE RJO IDEA CENTER Visit the Idea Center to escape the bazaar behavior of the buying floor, get a few hot buying tips from friends, or join an informal discussion about the industry. Our educational seminar presenters also will be there at specific times for brief consultations and to answer your questions. And swing by late Saturday afternoon to meet Redmond Ramos, our keynote speaker. Seminar presenters will make themselves available in the Idea Center for one-on-one training and individual discussions. Times will be: Saturday, from 2-6 p.m.; Sunday, from 10 a.m.-noon and 1-5 p.m; and Monday, from 10 a.m.-noon.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Educational Seminars 8:30 - 9:20 a.m.

JUST THE FACTS: WHAT THE JEWELRY INDUSTRY MUST KNOW ABOUT HARASSMENT Sara Yood, Jewelers Vigilance Committee

8:30 - 9:20 a.m.

RETAIL JEWELRY CRIME IN CONTEXT Jason Johnson, Loss Prevention Account Manager, Jewelers Mutual 8:30 - 9:20 a.m.

BUZZ SESSION: HUMAN RESOURCE THINK TANK Facilitated by Kate Peterson, Performance Concepts 8:30 - 10:20 a.m.

THE WEAKEST LINK: CLOSING THE SALE Shane Decker, ExSELLerate 9:30 - 10:20 a.m.

WORKAHOLICS, CYNICS AND OPTIMISTS, OH MY! – LEADING THE MULTIGENERATIONAL WORKPLACE Rachael Wentling, Independent Consultant 9:30 - 10:20 a.m.

ADVERTISING THAT’S HAPPY – WHY IT MATTERS Michael Buley, Jewelry Ads That Work 9:30 - 10:20 a.m.

BUZZ SESSION: SHAPING YOUR IDENTITY WITH THE OVERSEAS BRANDING TRIP Facilitated by Kate Peterson, Performance Concepts

10:30 - 11:20 a.m.

TRAIN YOUR STAFF TO SELL AT MAXIMUM PROFITS Becka Johnson Kibby, Edge Retail Academy 10:30 - 11:20 a.m.

SEVEN DISPLAY CHANGES THAT WILL IMMEDIATELY INCREASE YOUR SALES Larry Johnson, Larry Johnson Consulting 10:30 - 11:20 a.m.

HOW TO CREATE A SUCCESSFUL SPECIAL EVENT Jonathan Farnsworth, Parle’ Jewelry Designs/Idaho Opal & Gem 10:30 - 11:20 a.m.

BUZZ SESSION: PROMOTIONS – WHAT WORKS AND WHY Facilitated by Kate Peterson, Performance Concepts 11:30 a.m. - 12:20 p.m.

THE MILLENNIAL BUYING EXPERIENCE Nikki Spangler, The Knot 11:30 a.m. - 12:20 p.m.

STAYING ON TOP OF SOCIAL Tiffany Gonzalez, Keep Me Connected 11:30 a.m. - 12:20 p.m.

SELLING AGED INVENTORY & INVENTORY MANAGEMENT Brad Huisken, IAS Training 11:30 a.m. - 12:20 p.m.

BUZZ SESSION: MOTIVATION MATTERS Facilitated by Kate Peterson, Performance Concepts

Optional Excursions

FRIDAY AFTERNOON EXCURSIONS

MALL OF AMERICA WINE, DINE & SHOP TOUR This adventure at the Mall of America includes a private, 90-minute food and wine tasting at the world famous Vom Fass, and hours of unique shopping opportunities.

12:30 - 5 p.m.; 12:15 departure from Hyatt Regency; $104 per person (includes food and wine tasting, private transportation to and from the hotel) Minimum of 10 participants required

CHAMPAGNE LUNCH & CONSERVATORY TOUR Go behind the scenes of the beautiful gardens of the Marjorie McNeely Conservatory, and learn how the garden staff keeps the conservatory vegetation lush and green all year long.

12:30 - 5 p.m.; 12:15 departure from Hyatt Regency $100 per person (includes private, round-trip transportation, tour, buffet and champagne toast) Minimum of 10 participants required

PRINCE’S PAISLEY PARK PRIVATE VIP TOUR Tour the main floor of Paisley Park, Prince’s extraordinary private estate, and its remarkable recording studios. You’ll also see the facility’s massive soundstage and concert hall where Prince played for public and private events.

2 - 4:30 p.m.; 1:45 departure from Hyatt Regency $125 per person (includes the tour, and private transportation to and from the hotel) Minimum of 10 participants required

MONDAY EVENING EXCURSIONS

MISSION MANOR ESCAPE ROOM EXPERIENCE The set up: There’s a fortune in gold hidden somewhere in this old mansion, and Mr. Abernathy’s will decrees it goes to the first person smart enough to follow his clues and find it.

6 - 9 p.m.; 5:45 departure from the Hyatt Regency. $95.50 per person (includes private, round-trip transportation, food and beverage reward) No minimum number of participants required

TWIN CITIES BREWERY & DINNER TOUR A private guide/beer connoisseur, three different breweries (with tasting) followed by a delicious dinner at a local pub.

6 - 9:30 p.m.; 5:45 departure from the Hyatt Regency. $194 per person (includes private, round-trip transportation, tastings, dinner) Minimum of 15, maximum of 30 participants

SUNSET DINNER CRUISE Board a cruise boat to enjoy the beauty of Lake Minnetonka and enjoy dinner and drinks.

6 - 9:45 p.m.; 5:45 departure from the Hyatt Regency $195 per person (includes private, round-trip transportation, food, drinks) Minimum of 20 participants required

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Four easy steps for an exceptional customer experience TODAY’S CONSUMERS ARE NOT as interested in what you’re selling, but how you can help them find exactly what they’re looking for. Many expect their relationship with their jeweler to be more than just the value of their purchase. They want a meaningful customer experience. If you’re not providing that experience, you can bet your competition is.

It’s the experience that will get customers talking about you and coming back. Return customers are the essence of any business, and because of social media, have the power to be an online brand ambassador for your business. They are not only purchasing your jewelry, but are telling others about you, too.

In an age where everyone can comment, like, and share online, an outstanding customer experience defines your brand.

Protect the investment you made in earning their initial business by providing them with an exceptional customer experience. Here are four easy ways to “wow” your customers.

Be personal.

You’re not just selling a product; you’re selling something your customer or their loved one will treasure. Put yourself in your customers’ shoes to understand the emotion and importance behind their purchase.

Get to know the person across the counter; make a connection. To do this well, you need to make sure your staff is adequately trained and motivated. Providing outstanding customer service is the key to an enhanced customer experience.

Beyond product knowledge, speak to them about services they may not be familiar with such as how to care for their jewelry.

Do something unexpected.

When someone goes above and beyond our expectations, we are pleasantly surprised and will most likely tell others. Here are a couple ways to surprise and delight your customers.

• Delight them with an inexpensive gift at your point of sale while the one they purchased is being wrapped.

• Send a special treat to your most loyal customers in celebration of a special event, milestone or holiday.

• Hold an in-store event after hours with a VIP feel. Provide drinks and snacks and possibly even hire the local high school jazz band to entertain your guests. You could even donate a percent of purchases from the evening to a local charity.

• Reward them for their loyalty by offering a rewards program. This is a great way to encourage repeat customers.

• Offer peace of mind with a protection plan, like JM Care Plan™, offered by Jewelers Mutual Group. The plan covers damage from normal wear on watch and jewelry items, providing benefits not included in a typical manufacturer’s warranty. With both jewelry and watch plans to offer your customer, the program provides repair or replacement benefits that complement a customer’s purchase and helps keep their item looking like the day they bought it from you.

• It requires no inventory and will increase your bottom line. Plus, the features and benefits will help strengthen your customer relationships, which leads to repeat – and new – business!

Remember them after the sale.

Send your customers a thank you note. Owners of other businesses that sell large-ticket items often send a hand-signed letter welcoming their

customers to the “family”. In a world of everything digital, something hand-written is noticed and appreciated.

The experience doesn’t end as soon as the sales transaction is complete.

Exceptional customer service is an ongoing effort. By going the extra mile and remembering your customer after the sale, you’ll leave them truly satisfied not only with your service but also your brand.

Collaborate.

Customer collaboration can come in many forms. Whether it’s coming together to do good things in the community or helping improve your business. Here are a few ideas.

• Donate a portion of every sale to a charity or host a collection for the local food bank or shelter. Choose an event that lets customers help so they can feel good about doing business with you while doing good for the community.

• Make them feel they are a part of your decision-making process and part of your brand. This can be through social interaction, workshops, surveys, etc.

• Start a brand ambassador program with your biggest fans. They can help you spread the word about new updates or products as well as provide honest feedback to help you grow your business and keep your customers satisfied.

To learn more about how you can extend your service beyond the jewelry sale with JM Care Plan™, visit www.jmcareplan.com, or email: sales@jmcareplan.com, or call your Jewelers Mutual agent.

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Benefits, Treats & Perks

THIS APPRECIATION gets passed on to employees, who are often family members or close acquaintances of store owners. This may not be true in many retail businesses, as employees may serve more of a utilitarian role, lacking a strong emotional connection with the trade, the store, or the owner. Jewelers, then, seem to place a greater emphasis on making their employees happy, which often means ensuring they are provided good benefits.

“Although we offer what I think is a nice benefit package, you always

wish you could do more for your employees.”

“In today’s employment climate, benefits are oftentimes as important—or more so—than an employee’s wage or salary,” says Ryan Rasmussen of Tenenbaum’s

Jewelry in Waverly, IA. “Although we offer what I think is a nice benefit package, you always wish you could do more for your employees. That’s becoming increasingly difficult for retailers as costs continue to rise, especially with health insurance. We just reviewed our upcoming plan, and we were hit with an 18 percent increase in premiums for the coming year.”

In discussions with RJO members, it was clear owners work very hard at providing a quality work life, often going above and beyond in their benefits offerings.

For some, offering benefits is an important way of attracting and retaining talented employees, with three-quarters of employees reporting they are more likely to stay with their employer because of the benefit program.

The concept of benefits embraces a range of initiatives, from full health benefits to free treats, but to help narrow the definition, benefits are those offerings not necessarily required by law, but are big-

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Cover Story ticket (health insurance), as well as minimum benefits required by law. The latter, as spelled out by the Small Business Administration, comprise:

• Social Security Taxes: Employers must pay Social Security taxes at the same rate as their employees • Workers’ Compensation: Required through a commercial carrier, self-insured basis, or state Workers’ Compensation Program

• Disability Insurance: Disability pay is required in California, Hawaii, New Jersey, New York, Rhode Island and Puerto Rico

• Leave Benefits: Most leave benefits are optional outside those stipulated in the Family and Medical Leave Act (FMLA) • Unemployment Insurance: Varies by state, and you may need to register with your state workforce agency

Health insurance (including dental and vision) are the most desired benefits (see chart below).

A number of RJO members noted they do not offer health benefits, with several wishing they could afford them, while others confident the amount they pay in salary and commission covers such costs.

Among those who offer health benefits is Carlson Brothers Jewelry in Tacoma, WA. “My employees pay zero,” says Fred Hornshuh of Carlson Brothers. “I pay full medical benefits for my employees and their families.”

So does Basch Jewelers, with four stores in Ohio.

“Expenses are always rising, yet our benefit package has never changed and only gotten better over the years,” says Daniel Basch of Basch Jewelers. “My mother and father were committed that our employees have the same coverage as the owners, and we have stuck to that.”

This family approach was seen among other jewelers, and Basch says the approach can be trying, but worth it in the long run.

“I would say working with family is like eating aged beef,” he says. “The final product is always amazing, but the bruising, moldy outside, and the time and patience for the final product isn’t always easy.”

In addition to health benefits, workers often cite a number of other benefits make their jobs worthwhile; these include retirement contributions, employee discounts, flextime, financial services, as well as little extras, such as staff getaways and weekly snacks.

“We started offering fulltime employees the Simple IRA over 20 years ago as a way to support our employees’ retirement efforts and in an effort to retain our wonderful staff,” says Bob Disinger of Disinger Jewelers in Jasper, IN. “It has been very popular and the paperwork is very minimal.”

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Perks

For younger or single employees, healthcare and retirement benefits may have less appeal. For them—and all of your employees—a benefit may be seen in smaller gestures, such as employee discounts, treats, and even an annual trip.

“We have always offered our employees and their immediate family members a very generous discount,” says Disinger.

“Our goal is to NOT make money off of our employees. We want them wearing our beautiful jewelry with pride.”

“We do ‘Starbucks Friday,’ and every week— and on many busy Saturdays—we have lunch delivered,” says Kathy White of Enhancery Jewelers in San Diego, CA. “We do paid holidays and give ample family time off (although not with pay), but they can use their paid sick days.”

“We take our employees to the RJO Summer Buying Show,” says Lisa Pribyl of

How much does providing benefits cost small businesses?

Employer costs for employee compensation averaged $27.72 per hour worked in December 2017 for businesses with fewer than 50 employees. About three-quarters of the total costs for compensation were wages and salaries, while the remaining quarter were the employers’ costs for benefits. For example, paid leave cost employers an average of $1.61 per hour worked and made up over 5.0 percent of the total cost of compensation. Paid time off for vacation accounted for around half of employers’ costs for paid leave. Costs for insurance averaged $1.75 per hour worked and made up 6.3 percent of total compensation, with nearly all of the cost ($1.66) going toward health insurance.

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Cover Story Cahill Pribyl Jewelers in Keokuk, IA. “They tell customers about it and post lots of pictures from the trip (after we get back). We actually get lots of people asking about it.”

So where does this leave the retail jeweler?

The variety of potential employee benefits doesn’t mean you need to go out and start developing all of these perks for your employees. In many instances, it wouldn’t make sense or be financially viable. Refer to your business objectives, finances, and the interests of your employees before spearheading any changes in your current offerings.

“I would say working

with family is like eating aged beef. The final product is always

amazing, but the bruising, moldy outside, and the time and patience for

the final product isn’t

revisit the offerings with them and encourage feedback about their other interests. Consider whether your benefits are outdated. If women in your store have different benefits than men, that would be a good place to start (see chart below). Also, if your benefits don’t include input from the next generation, they probably should.

This attempt at updating your benefits may have more positive upside than the always easy.” benefits themselves. You may save money by getting rid of unwanted benefits, you may find ways to leverage technology to reduce time and money, and minimally, you’ll show your employees you care.

Initially you may wish to review the benefits you currently offer and examine whether your employees That’s never a bad perk. are utilizing them. If they aren’t, maybe it’s time to

Reading List

These Are the Top Employee Perks and Benefits Gallup, January 2018

The Top 20 Employee Perks And Benefits For 2017 Forbes, February 2017 The Most Desirable Employee Benefits Harvard Business Review, February 2017

What Benefits Do Employees Value Most?

Digital Human Resources Tech, November 2017

Employee Benefits and Perks Statistics: The Ultimate Collection Access Perks, February 2018 Company Benefits Stats: Why You Should Offer Employee Benefits Fit Small Business, August 2017 Required Employee Benefits Small Business Administration, June 2018

Who Benefits From Workplace Flexibility?

Slate Magazine, March 2018

Enrollment Data: Retail Employees Bear an Increasingly Heavy Health Care Burden Benefit Focus, May 2018

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CALENDAR June 2018

July 2018

11 All payments must be received in RJO Office

4 Independence Day — RJO Office closed

17 Father's Day

13-16 Rock Stars — RJO’s Summer Buying Show in Minneapolis, MN

15 Retailer Buying Show registration deadline 21 First day of Summer

22 All invoices must be received in RJO Office

NEW MEMBERS

Bradshaw’s Jewelers Ronald & Tonjia Lisenby Dothan, AL

Referred by Michael Sirianni, RDI, Rochester, NY

Dempsey’s Jewelers Dempsey & Chris Jordan Johnson City, TN Denver Jewelers Steve Hosie Lakewood, CO

Grace Jewelry Jed & Kimberly Gassen Lakewood, CO Hillsdale Jewelers Chris Bahash Hillsdale, MI

Referred by Duke Thames, Merit Diamond, Hollywood, FL, and Dave Houston, Gems One, New York, NY

Referred by John Varner, Morning Star Jewelers, Evergreen, CO

J. Kessler Jewelry Joyce Kessler Amery, WI

Referred by Jolene BowersPaolillo, Bowers Jewelers, Huntington, IN

10 All payments must be received in RJO Office

23 All invoices must be received in RJO Office

Karen’s Jewelers Jonathan & Martha Hart Oak Ridge, TN

Referred by Merel Heggelund, Mann’s Jewelers, San Jose, CA

Mehaffey’s Jewelry Paul Douglas Brown Haines City, FL

St. John’s Jewelers Linda Miller Ellicott City, MD

Referred by Ron & Karleen Sprunger, Richard’s Jewelry, Berne, IN

Referred by Al Herring, Wilkerson, Stuttgart, AR

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.

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