Just Right
OVER THE YEARS, I’VE COME TO SEE one of the most challenging responsibilities facing the RJO Board is selecting locations for our Buying Shows. From the outside, it might seem like a fairly straightforward task. Pick a city members will enjoy visiting, secure some meeting space, and put the dates on the calendar.
If only it were that simple.
As RJO has grown, our Buying Shows have grown with it. Today, we need destinations capable of comfortably accommodating more than 1,900 jewelers and vendors, and their staff and families.
That means finding cities with the right convention facilities, enough hotel rooms, convenient transportation options, and an overall experience that makes the Show worthwhile for everyone attending.
In many ways, the process is like the Goldilocks story. Some cities are too small. Others are too large. Some are difficult to reach. Others may have plenty of space but lack the atmosphere or convenience our members expect. The challenge is finding locations that are, as Goldilocks would say, “just right.”
That search has become increasingly complex as attendance continues to grow, and the pool of suitable destinations changes and sometimes becomes more limited. Fortunately, our Board has approached the task with tremendous care, patience, and diligence. Countless hours have been spent
RJO Board News
reviewing options, visiting sites, negotiating contracts, and considering member feedback. The Board also carefully evaluates the long-term value of each destination, balancing the attendee experience with responsible financial stewardship and the overall health of the organization.
I’m pleased to say that work has paid off, as we recently announced our Buying Show schedule for the next five years and a little beyond. While the complete list appears on page 7, I’m especially excited to share a few highlights. We will be visiting several new destinations, including Boston, Seattle, and Long Beach, while also returning to one of the most requested locations in recent years: Palm Springs.
I know our members have many demands on their calendars. Our Shows often compete with other industry events, social commitments, and the day-today responsibilities of running a successful business. By sharing these locations and dates well in advance, I hope you’ll be able to plan ahead and make future Buying Shows a priority.
Take a moment to review the dates and mark your calendar today. We look forward to making sure your Buying Shows are “just right,” now and into the future.
Sarah Streb RJO CEO
RJO’S STRENGTH AS A MEMBER-OWNED cooperative depends on the engagement and participation of its membership. Thank you to the member stores that took part in the 2027 Board of Directors election. Your involvement helps ensure RJO remains member-driven and focused on serving the needs of independent jewelers.
Following the vote, three candidates have been elected to serve on the RJO Board of Directors beginning in 2027: Allison Williams of Leitzel’s Jewelry, Bill Becker of Becker’s Jewelers, and Kendra Harris of Jayson Jewelers Ltd.
These Directors will help guide the strategic direction of RJO as we continue to strengthen our cooperative, support our members, and create new opportunities for independent jewelers.
We also extend our sincere appreciation to every candidate who participated in this year’s election. Their willingness to serve and share their expertise reflects the leadership, commitment, and spirit of cooperation that continue to make RJO a strong and successful organization.
S E R V I C E S
Centralized Billing
Patronage Dividend
RJO Website (rjomembers.com)
Buying Shows (Summer/Winter)
In the Loupe – RJO’s newsletter
RJO Exclusive on Facebook
Educational Seminars (at the Buying Shows)
Member-to-Member Incentive Program (Recruitment Program)
Organized Buying Trips to Antwerp
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 Succession Experience and Management Development Program
RJOmeet.me, and RJOCustomHatch
Scholarship Opportunities (from the RJO Foundation)
WEDNESDAY, JULY 1
From RJO’s Facebook Page
THE MEMBERS-ONLY RJO EXCLUSIVE PAGE ON FACEBOOK hosts a variety of interesting discussions every day. Here is an edited exchange from a few weeks ago.
Original Post: We’ve been hand-making our bows since... forever... and just realized our last order of ribbon from Nashville Wraps was our last order. They don’t carry it any longer. Anyone have a source for ribbon for old-school, manual bow-making machines?
Reply One: I wish I had an old-school bow-making machine! They make the best bows!
Reply Two: Barnes Paper Company.
Reply Three: Just who I was going to suggest. Ask for Donnie.
Reply Four: We make ours too!!! We use The Packaging Source. Their phone number is (800) 6246244.
Reply Five: Gage & Gage had some at the last Show. They said they did not know how long inventory will last. I stocked up.
Reply Six: Are you using poly ribbon in your bow-making machine?
Original Poster: We use Sasheen acetate ribbon.
Reply Eight: The Sasheen ribbon, I believe, was an acetate ribbon.
Mid-Atlantic Packaging has it, but widths are limited. Also try RibbonBazaar.com.
Reply Nine: Just got some from Mac Papers (https://macpapers.com).
Apply Today for the Mike Pribyl Endowment Scholarship
THE DEADLINE TO APPLY for the Mike Pribyl Endowment Scholarship is quickly approaching. Applications—along with at least one letter of recommendation—must be submitted by the end of June.
Established in honor of former RJO Foundation President Mike Pribyl, the scholarship celebrates a legacy of service, leadership, and giving back. It recognizes RJO members and vendors who have demonstrated a strong commitment to improving their communities and making a positive difference in the lives of others.
Scholarship recipients may use the funds in one of two ways. For some, the award may help bring a community service project to life by providing support for supplies, outreach efforts, or program
implementation. For others, the scholarship can be applied toward continuing education expenses.
Whether through hands-on service or a commitment to personal growth and learning, the Mike Pribyl Endowment Scholarship is designed to support individuals who share Mike’s passion for helping others.
Letters of recommendation should be sent to Connie Miller by the June 30th deadline.
28 Members Receive RJO Foundation
Scholarships
RJO IS PLEASED TO ANNOUNCE the recipients of its Spring 2026 RJO Foundation Scholarships. A total of 28 members were awarded scholarships totaling nearly $29,000 to support their professional development and continuing education goals.
Kristen Barr
Marquirette’s Exquisite Jewelry Montgomery, AL
Julie Bergey
Bergey Jewelry Mount Horeb, WI
Courtney Boes
Makepeace Jewelers Watertown, SD
Hollie Brackin
Prestige Jewelers Inc. Hiram, GA
Bridgett Briggs
Legacy Diamond & Gems Sheridan, WY
Francesca Chiodo
R.C. Wahl Jewelers Des Plaines, IL
Robin Collins
Wickersham Jewelry Rothschild, WI
Jodi Flaherty RJO, Inc. Newton, IA
Lisa Gross
Champaign Jewelers Champaign, IL
Danielle Heflin
Becker Jewelers Breese, IL
Christopher Howard
Alan Miller Jewelers Oregon, OH
Justin Howie
Krekeler Jewelers, Inc. O’Fallon, MO
Essiah Hudson
Bauble Patch Jewelers Comstock Park, MI
Emily Hyatt
Lee Ann’s Fine Jewelry Russellville, AR
Taelyn Kaser
Fernbaugh’s Diamonds & Fine Jewelry Plymouth, IN
Anthony Massa Blase DeNatale Jewelers Forked River, NJ
Natachaa Montgomery
Lasker Jewelers Eau Claire, WI
Paige Palestrant Wendel’s Diamond Jewelers Lancaster, OH
Tabitha Quinn Kluh Jewelers Lacey, WA
Shalyn Robinson Becker Jewelers Breese, IL
Sadie Roffler Panowicz Jewelers Olympia, WA
Kayle Schneider
Dahlkemper’s Jewelry Connection Erie, PA
Sabrina Shirazi Cyrus Jewelers Monroe, NY
Stephen Sullivan Falmouth Jewelry Shop Falmouth, MA
Cortnay Thayer
Kiger Fine Jewelers Mason City, IA
Maritza A. Valdivia Bay Area Diamond Company Green Bay, WI
Lexie Warren
Krekeler Jewelers, Inc. O’Fallon, MO
Jaimye Winiger
Wink’s Fine Jewelry Brookings, SD
RJO Discontinues Invoice Look-Up as of July 1
EFFECTIVE JULY 1, 2026, RJO will discontinue its Invoice Look-Up service. As membership and transaction volume continue to grow, the resources required to support the program have increased significantly. To help preserve rebate dollars and focus on services that provide greater value to members, RJO has chosen to redirect those resources elsewhere.
Beginning July 1, requests for missing invoices and invoice copies should be directed to the vendor from whom the merchandise was purchased.
Members are encouraged to verify invoices upon receipt, save electronic copies, and maintain current vendor accounting contacts.
November 3 - 5, 2026
REGISTRATION DEADLINE
WEDNESDAY, JULY 1
New Risk Management Academy
Presented by Federated Insurance
FEDERATED INSURANCE IS INVITING RJO members to register for its new Risk Management Academy, a complimentary 2½-day educational program designed to help business owners strengthen their risk management practices and improve long-term business performance.
Scheduled for November 3–5, 2026, in Owatonna, MN, the academy will bring together business owners from a variety of industries for interactive sessions led by experienced risk management professionals. The program is designed to provide practical tools and strategies participants can apply directly to their businesses. Topics on the agenda include developing a risk management culture, understanding the importance of risk management for businesses, evaluating workers’
compensation risks, improving employee retention, and planning for business succession. Participants will also learn about the advantages of using telematics technology to help manage vehiclerelated risks.
In addition to the educational sessions, attendees will have the chance to network with fellow business owners facing similar challenges and share ideas for strengthening their operations. Federated Insurance is covering the cost of the academy itself. Participants are responsible only for travel, lodging (available at a discounted rate), and incidental meals. Space is limited, so interested members are encouraged to register early. Additional information and registration details are available through Federated Insurance.
Strengthen Your Management Team with RJO’s MDP
EFFECTIVE LEADERSHIP OFTEN SEPARATES a store that merely gets by from one that reaches its full potential. To help members build stronger leaders, RJO is once again offering Phase One of its Management Development Program (MDP), scheduled for October 4–7, 2026, at the Hyatt Lodge Oak Brook near Chicago.
Created for both emerging and experienced jewelry store managers, this intensive 2½-day program delivers hands-on leadership training designed to produce immediate results in everyday store operations. Whether you are preparing a promising employee with at least one year of industry experience for greater responsibility, enhancing the skills of a current manager, or sharpening your own leadership capabilities as a store owner, the program is designed to help develop a stronger management team.
Attendees will participate in eight engaging learning modules focused on key management competencies,
including financial oversight, communication, accountability, hiring and staffing, organizational effectiveness, performance coaching, conflict management, problem-solving, and time management. DiSC communication training is also included, along with strategies for cultivating future leaders within your business.
“Investing in management development isn’t an expense; it’s a retention strategy, a sales strategy, and a culture strategy all in one,” said RJO COO Sabrina Smead.
In addition to the in-person training, participants will take part in quarterly follow-up sessions led by Optimum Retail Solutions. These sessions are designed to strengthen retention of the material and support practical implementation long after the program ends. Registration is $2,495, plus travel and hotel expenses. For additional information, contact Sabrina Smead at (800) 247-1774 or sabrina@rjomembers.com.
RJO’s Liberty Tour 2026
New Opportunities Await in New York City
IF YOU’VE BEEN CONSIDERING A TRIP to New York this fall, now is the time to make your plans.
RJO’s Liberty Tour returns September 29–October 2, 2026, giving members exclusive access to some of the jewelry industry’s premier vendor partners in the heart of New York City. Building on the success of last year’s inaugural event, the 2026 Liberty Tour promises even more opportunities to discover new resources, strengthen existing relationships, and experience one of the world’s most important jewelry markets firsthand.
At its core, the Liberty Tour is about relationships.
"The Liberty Tour offers something you simply can’t replicate through emails, phone calls, or even a traditional trade show,” states RJO CEO Sarah Streb. “It gives our members the opportunity to step inside our vendor partners’ businesses, build meaningful relationships, discover new opportunities, and experience firsthand the depth and strength of the RJO community. The connections made in New York can have a lasting impact on a retailer’s business for years to come."
New York-based vendor partner Shreya Mehta, owner of Amipi, participated in last year’s inaugural Liberty Tour. She reiterates, “One of the most valuable aspects of last year’s event was the occasion to welcome so many retailers into our offices, introduce them to our team, and have meaningful conversations face to face. Those visits led to several strong, long-term partnerships that continue today.”
Unlike a traditional trade show, the Liberty Tour allows retailers to step inside vendor offices, meet the people behind the products, and gain a deeper understanding of the businesses with which they work. Participants can visit multiple vendor partners in a concentrated period of time, making the trip both productive and efficient.
The financial value is significant as well. Retailers who attend the Welcome Reception at the popular restaurant Utsav NYC on Tuesday, September 29, and visit seven participating vendors—including at least two they have not previously done business with—will earn an $800 travel reward. The Office Visit Record will be distributed at the reception and returned to RJO after the required visits are completed.
The event also provides access to New York’s highly competitive jewelry marketplace. According to Mehta, retailers can explore an extraordinary selection of diamonds and jewelry while benefiting from pricing that rivals many international buying destinations. Just as important, they have the ability to discover new vendor relationships that can benefit their businesses.
And, of course, there is New York City itself.
From the energy of Times Square to world-class dining, shopping, and entertainment, the city offers plenty to enjoy once the day’s business is complete. The Liberty Tour’s Networking Reception on September 29 provides an ideal opportunity to reconnect with industry friends, meet new colleagues, and begin the week in a relaxed, social setting.
Members planning to attend should make hotel reservations soon. RJO has secured a special room block at the Hotel Riu Plaza Manhattan Times Square at a rate of $394 per night (King) or $424 per night (Two Queens). However, the guaranteed RJO room block rate expires July 20. After that date, availability and pricing cannot be assured.
Space is limited, and interest in this year’s event continues to grow. If you are looking to expand your network, explore new opportunities, and make the most of a few days in the jewelry capital of the world, the Liberty Tour is an opportunity worth taking. Reserve your room, register today, and join your fellow RJO members in New York City this fall.
SUMMER BUYING SHOW
REGISTRATION DEADLINE
WEDNESDAY, JULY 1
Show Your Support of RJO in Style
RJO
MEMBERS AND VENDORS
can show their cooperative pride while supporting an important cause through the RJO Foundation apparel store.
The online store offers a wide selection of RJO-branded merchandise, including T-shirts, polos, hoodies, quarter-zips, jackets, hats, tote bags, and accessories. Whether you're looking for casual apparel, gear for Buying Shows and industry events, or a gift for a fellow member, there are options for every style.
Every purchase supports the RJO Foundation. Proceeds benefit educational scholarship programs that provide financial assistance to RJO members, their employees, and vendor partners pursuing educational opportunities.
Among the most popular items are the official Buying Show Tshirts, created exclusively for each
event. These limited-edition designs serve as memorable keepsakes of the Show and are available in three colors: awareness pink heather, royal frost, and light heather grey. Members and vendors are encouraged to wear them during Buying Show events to help showcase RJO’s cooperative spirit.
To browse the current selection or place an order, visit the RJO apparel store at 641 Apparel. New merchandise and Buying Show designs are added throughout the year.
Join RJO’s Rock Tour in September
RJO’S ANNUAL ROCK TOUR is more than a buying trip—it’s an opportunity to source diamonds and gemstones with confidence, strengthen vendor relationships, and experience one of the jewelry industry’s most important markets firsthand.
This year’s Rock Tour takes place September 21–25, 2026, in Antwerp, Belgium, with U.S. departures on September 20. Participants may also extend their trip with a weekend excursion to Zurich, Switzerland.
Designed to simplify overseas sourcing, the program includes accommodations at the Hylitt Hotel, just minutes from Antwerp’s famous Diamond District. RJO handles travel
Buying Show Dates & Locations Announced Through Winter 2031
Winter 2027
February 19–22
Grapevine, TX (Gaylord Texan)
Summer 2027
July 23–26
Kansas City, MO
logistics, allowing members to focus on buying, networking, and learning. The itinerary includes visits to participating RJO diamond vendors, cocktail receptions, group dinners, and cultural excursions.
Members who spend at least $10,000 with participating vendors receive 1% cash back on overseas purchases. The trip also provides access to preferred custom vendors who can help create distinctive merchandise.
Registration closes August 12. Space is limited, so members are encouraged to reserve their spot soon and discover why the Rock Tour remains one of RJO’s most popular programs. More information may be found here.
Winter 2028
February 25–28
Boston, MA
Summer 2028
July 21–24
Schaumburg, IL
Winter 2029
January 26–29*
Palm Springs, CA
Summer 2029
July 20–23
Seattle, WA
Winter 2030
February 22–25
Phoenix, AZ
Summer 2030
Anticipated dates: July 19–22 or July 26–29
Location TBD
Winter 2031
February 21–24
Long Beach, CA
*Winter 2029 is the only Buying Show currently planned for January.
Vendor Profile
Mail America: Delivering Not Just Mail, But Results
IF YOU ASK THE TEAM AT MAIL AMERICA what business they’re in, don’t expect them to simply answer “direct mail.”
“We view ourselves as a marketing company first and a direct mail company second,” says Justin Paolercio, vice president of sales at Mail America. That distinction helps explain why the company has remained successful for more than three decades in an industry that has experienced constant change.
While direct mail remains its core product, the company’s focus has always been on helping clients achieve marketing objectives, not simply putting pieces in the mail.
Mail America was founded in 1993 by Richard and Sharon Dlesk, former flooring retailers who discovered firsthand the power of direct mail marketing.
“After experiencing exceptional response rates with their campaigns,” says Justin, “they continued developing campaigns not only for themselves but also for colleagues in the industry. The success of those early efforts led to the creation of Mail America.”
Today, the company is led by CEO Rick Dlesk Jr., who has been involved with the business since its inception. According to Justin, the leadership team brings together more than 100 years of combined industry experience. That experience helps shape Mail America’s approach to working with clients.
“Our customers come to us with a marketing objective or general idea and rely on our expertise to determine the best format and strategy to communicate their message effectively,” he says. The company’s recommendations are driven by one goal: results.
“Our focus isn’t simply producing mail,” Justin explains. “We’re focused on delivering results. Every recommendation we make is centered around selecting the mail piece, creative approach, and targeting strategy that will generate the strongest possible response and the greatest return on investment for our clients.”
“The key to any successful direct mail campaign comes down to three core principles,” he continues. “A strong offer, a short sense of urgency window, and financing options.”
Those lessons weren’t learned exclusively in the jewelry industry. Mail America works with a wide variety of businesses, giving the company a broader perspective on what motivates consumers to act.
“One of our greatest strengths is our ability to take successful ideas and proven tactics from one industry and adapt them to another,” he says. “This crossindustry perspective enables us to provide our clients with fresh, innovative marketing solutions that are working today, while also helping them avoid strategies and promotions that have been less effective.”
Mail America officially joined RJO as a vendor member this past April, though its connection to the organization stretches back much further.
“I’ve had the pleasure of working with several RJO members over the years,” says Justin. “Many of them encouraged us to join the organization, believing it would be a great fit for Mail America.”
Based on those relationships, joining RJO felt like a natural next step.
“We’re excited to be part of the group,” he says, “and look forward to all RJO has to offer, as well as the opportunity to build new relationships and contribute to the membership.”
The company is already looking ahead to opportunities for RJO members. Mail America is currently developing an RJO-exclusive promotion for the fourth-quarter holiday season.
Although Justin now works in marketing, many RJO members may be surprised to learn his roots run deep in the jewelry industry.
“My family’s deep roots in the business played a significant role in my joining Mail America,” he says.
His grandfather served as CEO of Signet Jewelers, and his uncle later held the same position. His father, Michael, and uncle Anthony founded and operated Michael Anthony Jewelers for more than 30 years. In addition, his father was one of the original board members of Jewelers for Children.
“Because of this history, the jewelry industry has always been much more than just a business to me,” says Justin. “It’s part of my family’s legacy and something that holds deep personal meaning. It’s also why I am so passionate about helping jewelry retailers succeed and why I take great pride in supporting an industry that has given so much to my family over the years.”
Mail America is located at 89 Bridge St. Plaza in Wheeling, WV.
Phone: (914) 906-0682
Website: www.mailamerica.com
Celebrate 60 years of RJO in Lexington, Kentucky, and saddle up for a Summer Buying Show filled with education, networking, and buying opportunities.
Member Registration Deadline: July 1
Show Location
Central Bank Center
430 W. Vine St. Lexington, KY
All official Show events will be held at the Central Bank Center.
Complimentary Accommodation
RJO members should reserve accommodations through an official Summer Buying Show hotel block. Host hotel options:
• Hilton Lexington/Downtown
• Lexington Marriott City Center
• Residence Inn Lexington City Center
• Hyatt Regency Lexington
• 21C Museum Hotel
• Campbell House
Photo RequiredIdentification
To help ensure the safety and security of all members, vendors and guests, attendees should be prepared to present identification when checking in and picking up Show credentials. Your badge will be required for access to the buying floor and official RJO events.
Free Shuttle Service
Arrival and departure shuttle service is available between Blue Grass Airport (LEX) and Cincinnati/Northern Kentucky International Airport (CVG) and RJO host hotels. Official Shuttle information and schedules can be found here.
* Qualifying nights only include Friday, Saturday, Sunday, or Monday night stays. Rate is only applicable on stays longer than three nights and/or shoulder dates not included in the incentive. RJO does not cover suite upgrades or additional persons.
Purchase Vouchers and Discounts
Purchase vouchers will once again be in effect during the Summer Buying Show and may be applied to qualifying purchases from participating vendors. Members’ voucher percentages are based on their purchase volume, and purchase amounts will be based on 2025 total purchases. Additional details, eligibility information, and voucher values will be available through RJO prior to the Show and at registration.
2025 Purchase Total Additional Discount on All Show Purchases
$1,000,000 or greater: 3%
$750,000 - $999,999.99: 2.75%
$500,000 - $749,999.99: 2.5%
$200,000 - $499,999.99: 2%
$150,000 - $199,999.99: 1.5%
$100,000 - $149,999.99: 1%
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.
Show & Event Schedule
Friday, July 31
Vendor Affiliate Meetings
2 - 6:30 p.m.
Early Retailer & Vendor Registration
5 - 8 p.m.
New Member Reception*
5:30 - 6:30 p.m.
Next-Gen Meet & Greet
5:30 - 6:30 p.m.
RJO Kickoff Reception & Tower
Displays: Diamond Jubilee
6:30 - 8 p.m.
Saturday, August 1
Educational Seminar Continental Breakfast
7:30 - 9 a.m.
Retailer Registration
7:30 a.m. - 12:30 p.m.
Educational Seminars
8:30 a.m. - 12:20 p.m.
General Membership Meeting Luncheon
12:30 - 2 p.m.
Retailer Registration
1 - 7 p.m.
Buying Floor Grand Opening
2 - 7 p.m.
Buying Floor Welcome Reception
5:30 - 7 p.m.
Rock Tour Reception
7 - 8 p.m.
Next-Gen Networking Excursion: Night Out at Tapster Lexington** 7:15 - 9:15 p.m.
* Attendance invitation only
Sunday, August 2
Moments of Reflection: A Non-Denominational Event
7:30 - 8 a.m.
Retailer & Vendor Joint Breakfast & Awards Ceremony**
7:30 - 9:30 a.m.
RJO Brain Gain Breakouts
8:15 - 9:30 a.m.
RJO Gem Quest Kids Camp Adventure
9:30 a.m. - 3:30 p.m.
Buying Floor Open
9:30 a.m. - 6 p.m.
Buying Floor Happy Hour
5 - 6 p.m.
60th Anniversary Celebration & Dinner
Central Bank Center, Ballroom 2-3, Level 1
6:30 - 9 p.m.
Celebrate RJO's 60th anniversary in true Kentucky Derby fashion at our Diamond Jubilee Celebration. Enjoy an evening of Southern hospitality, a hearty dinner buffet, live entertainment, and a hosted bar as members and vendor partners come together to honor six decades of shared success.
For those looking to elevate the experience, tickets will be available for the Kentucky Bourbon Tasting Experience. Guests will enjoy a curated flight of premium Bluegrass bourbons while supporting the RJO Foundation, as proceeds from the tasting benefit its charitable efforts. Gather with friends, make new memories, and raise a glass to 60 remarkable years of RJO. The Diamond Jubilee Celebration is complimentary to attend. The only additional cost is the optional Bourbon Tasting Experience, with all proceeds benefiting the RJO Foundation.
** Pre-registered event, ticket required
Monday, August 3
Sharing the Best of Your Show Experience & Continental Breakfast
8 - 9:30 a.m.
Buying Floor Open
9:30 a.m. - 3 p.m.
Farewell Event
2 - 3 p.m.
Buffalo Trace Distillery Tour**
2:45 - 5:15 p.m. (Retailers Only)
Monday Funday
RJO's Monday Funday makes the final day of the Show one to remember. Enjoy games and activities designed to keep the fun going and reward participation on the Show floor. Don't leave early!
JEWELER'S JACKPOT
Three lucky retailers will win a Buying Show shopping spree on RJO's dime! Drawings for $5,000, $3,000, and $2,000 will be held at 12:30 p.m. on Monday, August 3. Winners must be present and may spend their prize money at participating vendor booths on the Show floor that day only. Sponsored by participating RJO vendors.
RJO BINGO
Check your registration packet for your official RJO BINGO card—one per store, with no extras available. Collect stamps throughout the Show for chances to win one of three $1,000 travel vouchers to the 2027 Grapevine Show. Turn in cards by noon Monday. Winners must be present to win.
Gem Quest Kids Camp Adventure
GIVE YOUR YOUNG ADVENTURERS a memorable experience at the Summer Buying Show with the RJO Gem Quest Kids Camp Adventure! Designed for children ages 4–12, this exciting Sunday program introduces campers to the fascinating world of gemstones and jewelry through hands-on activities, interactive learning, and a guided tour of the Buying Show floor.
8:309:20 a.m.
9 :3010:20 a.m.
10:3011:20 a.m.
11:30 a.m.12:20 p.m.
The camp will be held from 9:30 a.m. - 3:30 p.m. in Meeting Room 14 at the Central Bank Center. Registration is $75 per camper, and participation is limited to just 30 children to ensure a fun, engaging experience for everyone.
Space is limited, so early registration is encouraged. Pre-registration is required, and no onsite registrations will be accepted. Let your future gemologists discover the sparkle of the jewelry industry while you enjoy the Show.
Educational Seminars Schedule
Sell More, Shine Brighter: Activating Sales with Smart Promotions & Risk-Free Rewards
Emma Bonassar & Nicholas Masciadrelli Tokio Marine
Setting Margins: The Pricing Strategy Behind Profitable Jewelry Retail
William Jones Jewelry Sales Academy
From Mess to Margin: How to Transform Aging Inventory into Sellable Stories
Nan Lung Palmer FACETS Consulting
The Jewelry Buying Blueprint: A Practical Guide to Driving Sales, Turn and Cash Flow
Becka Johnson Kibby Edge Retail Academy
Beyond the Blast: Building a Repeatable Clientelling Practice
William Jones Jewelry Sales Academy
Beyond the Refractometer: How the GG Can Become a Qualified Jewelry Appraiser
Randy Lightfoot Industry Professional
Five Impactful Strategies: Make the Most of Your Online Marketing
Shane O’Neil Fruchtman Marketing
The Shop as a Profit Center: How to Price, Sell and Train Repairs & Custom
Jonathan Geller Geller Blue Book
You’re Not on Streaming TV … But Your Customers Are
Nick Failla Collected Concepts
Designed or Default: Taking Control of Your Organizational Culture
Dayna Brown Optimum Retail Solutions
Consistency in Communication: The Key to Accountability
Tim Glasgow Optimum Retail Solutions
Taking Back Your Time: AI Tools to Help You Save Time & Work Smarter
Shreya Mehta Amipi
Put the Discount Down…and Nobody Gets Hurt
John Daughtery Collected Concepts
Precision Meets Profit: Mastering Laser Welding & High-Margin Repairs
Scott Isaacs & Adam Kasson Gesswein
Financials: Five Critical Numbers to Know
Abe Sherman BIG
Closing the “Mission-Driven”
Client: Turning Intent into Lasting Sales
Shane Decker Ex-Sell-Ence
Watch Me Build a Campaign in 10 Minutes: A Live AI Content Demo for Jewelers
Ross Cockerham Punchmark
The Demand for Diamonds in the US: Learnings from the Consumer and the Retailer Perspective
Diana Mitkov DeBeers * Sponsored by GN Diamonds
Jeweler Profile
Bergey Jewelry: Marking 75 Years in Mount Horeb, WI
IF YOU STEP INSIDE BERGEY JEWELRY in Mount Horeb, WI, you’ll quickly discover the store’s history isn’t hidden away in a scrapbook or display case. It’s built into the store itself.
“The jewelry cases are from 1905,” says owner Julie Bergey. “When I took over, my family and friends helped renovate the store. We went back to the original wood floors, corrugated wood ceilings, pendant lights, and exposed brick and windows that had been covered for years.”
That appreciation for history is fitting, considering Bergey Jewelry is celebrating its 75th anniversary this year.
The business was founded in 1951 by Julie’s grandparents, Orrin and Helen Bergey, after Orrin attended watchmakers’ college in Elgin, IL, and purchased Staube Jewelers in downtown Mount Horeb.
“My grandparents had four boys, and they all followed in their father’s footsteps,” says Julie. “Over the years, individually owned Bergey Jewelry stores opened throughout southern Wisconsin.”
“I was finishing my student teaching when the opportunity to take over my grandparents’ store came up,” she says. “My grandmother had closed the store and was planning on selling the building. I hated to see that happen.” Julie reopened the store in January 2006 and recently celebrated 20 years as owner.
“Our customers like that it’s a more personable experience,” says Julie. “We’re a small store with only three employees. We try to get to know our customers and help them find the right piece without being pushy. They appreciate the welcoming experience, and it brings them back for other special occasions.”
“We’re mostly selling simple solitaires with round or oval diamonds for engagement rings,” she says. “Gold bracelets and chains have been very popular as well. Our estate collection is always one of our best-selling categories, especially with gold prices being so high.”
To celebrate the store’s milestone anniversary, Bergey Jewelry held a weeklong sale and customer appreciation event focused on the store’s history.
“We shared photos, old ads, and fun facts with customers in the store and on social media,” says
Julie. “We asked the community to share memories of the store and my grandparents with us.”
The response was enthusiastic.
“It was so fun to see all the old artifacts people had held onto over the years and to hear stories about people getting wedding rings from my grandparents many, many years ago.”
Julie says involving customers helped make the celebration meaningful, and she recommends other jewelers find ways to do the same when recognizing major milestones.
In addition to its 75 years in Mount Horeb, Bergey Jewelry also has a long history with RJO.
“My parents had been RJO members for many years,” says Julie. “I went to Shows with them and knew it would be beneficial to my business as well.”
Today, her favorite aspect of membership remains the relationships.
“I love being able to travel to the Shows and connect with other jewelers and vendors,” she says. “It’s great being able to spend time together and get to know and support one another.”
Bergey Jewelry is located at 203 E. Main St. in Mount Horeb, WI. Phone: (608) 437-8155
Website: mthoreb.bergeyjewelry.com
Staff at Bergey Jewelry (from left): Carol, Roseann, Julie, and Patty
WEDNESDAY, JULY 1
What We’ve Learned About Filling Jewelry Events
WE’VE HELPED INDEPENDENT
JEWELERS run a lot of in-store events — trunk shows, multi-brand sales, anniversary parties, holiday previews. The patterns separating the great ones from the rest are surprisingly consistent.
Here are five things we’ve learned that hold up across stores, brands, and seasons:
1) Build the invite list around real reasons to reach out.
A great list is segmented for relevance, not size. The best candidates are clients with a life event coming up, top customers, anyone who has previously bought the brand or category featured at the event, and clients who’ve bought in a lower tier and are candidates to trade up. Give the personal-outreach list only to associates who will actually do the reaching out. Route the rest through an automated channel. A generic blast to your full database is the opposite of clienteling.
2) Size the list to the kind of event.
For a focused, single-brand event, invite your top 1,000 clients. For a multi-brand event, 2,000 to 3,000. Holiday and anniversary sales — broader still. Too small and the room feels empty; too large and the personal touch that actually drives RSVPs gets diluted.
3) Keep the first message short and personal.
A great event text does three things: it names them, says why you specifically thought of them, and ends with a question. “Because you loved that Tacori piece last spring, I wanted you to be among the first to see the new collection. Want me to hold a time for you during the event?” Short. Specific. Exclusive feeling. Two small craft details we keep relearning: don’t attach an image to the first text — it gets caught in spam filters — and when you can, send from an associate’s line rather than the
store’s main number. Personallooking sender information gets opened and replied to at meaningfully higher rates.
4) A week out via text. Two weeks via email.
Text invitations sent two weeks out feel premature; people don’t commit that far ahead for a casual evening. A week is the sweet spot. Email can run further ahead. After the initial invite, layer in a reengagement message to anyone who didn’t reply, and a reminder the day before. Most of the work of filling a room happens in the backand-forth, not the original send.
5) Half the revenue happens outside the room.
Roughly fifty percent of eventattributable sales happen during the event itself. The other fifty percent happen in the days just before and just after — pieces held aside in advance, follow-up conversations the morning after, an appointment booked on the way out. Stores that measure only what rings up during the event are reporting on half their results.
The thread through all five: filling and converting an event is a clienteling discipline, not a marketing exercise. The stores that treat it that way are the ones whose events keep working.
— Brandon Wright Clientbook CEO
Clientbook has been an RJO vendor since 2021.
Phone: (385) 352-3518 www.clientbook.com
GIA: Gemological Institute of America
Light in Motion: Chatoyancy and Asterism
IN THE WORLD OF FINE GEMSTONES, beauty isn’t static—it unfolds as light moves across and within the stone. While many gems are prized for flashes of reflected light—known as brilliance—a few exceptional stones capture and direct light, producing optical effects like chatoyancy and asterism.
Chatoyancy is characterized by a silky, luminous band of light that appears to glide smoothly across the surface of a gemstone. This phenomenon is often referred to as the “cat’s-eye effect” because the shifting band of light closely resembles the glowing, movable line seen in a cat’s eye under illumination. In gemstones, chatoyancy is produced by a parallel fibrous structure or parallel needle- or tube-like inclusions within the stone.
You can observe similar examples of chatoyancy in everyday life. For instance, when straight, smooth hair reflects light, it often produces a bright band or streak that runs perpendicular to the direction of the strands. The finest example of a cat’s-eye gemstone is cat’s-eye chrysoberyl, prized for its razor-sharp line and strong contrast against a honey or greenish body color. In fact, cat’s-eye chrysoberyl is the only chatoyant mineral simply known as “cat’s-eye” by gemologists. You may also hear it referred to as cymophane, a name derived from the Greek words kyma (meaning “wave”) and phane (meaning “appearance”), referring to its shimmering, wave-like light effect.
Other stones that display chatoyancy include quartz varieties, such as cat’s-eye quartz, and the well-known tiger’s-eye, whose golden chatoyant effect resembles the billowing sheen of satin. While chatoyancy is defined by a single band of moving light, asterism builds on this phenomenon, forming a star-like pattern that glides across the surface of the gem.
Asterism occurs when needlelike inclusions intersect at specific angles, usually along crystallographic directions. When there are enough of these tiny needles, they reflect the light just like a cat’s-eye does,
except there are three sets of reflections rather than one. The three sets intersect to form a six-rayed star. Several gem species, including garnet, diopside, and spinel, show asterism. But star sapphires and star rubies are the most valued. A six-rayed star is most common, though rare stones may display twelve rays. Both chatoyant and star gemstones are typically cut as cabochons—a smooth, domed shape without facets. Cutters try to place the reflective inclusions parallel to the base of the cabochon. The orientation of the cut is critical; even slight misalignment can weaken or obscure the effect entirely.
The quality of star and cat’s-eye gemstones varies widely, both across different gem species and within each type. However, several widely accepted criteria help identify the finest examples. When evaluating or presenting these stones, consider the following: Sharpness and Definition: The cat’s-eye should be crisp and narrow, while a star should be sharp, clear, and symmetrical. Blurred or diffuse effects reduce value.
Centering: The effect should be centered on the dome of the gem, not off to one side.
Contrast: Strong contrast between the light effect and the body color enhances the gem’s visual impact.
Body Color: Rich, even color increases desirability and value.
Transparency: While many stones are opaque, a degree of transparency can add to their appeal.
Lighting also plays an essential role in presentation. A single-point light source, such as a spotlight or penlight, best reveals the moving effect, bringing the gem to life for the viewer.
What makes these gemstones exceptional is not only their rarity but also the way they interact with the wearer. They invite participation, encouraging clients to move the stone and experience its shifting beauty for themselves.
GIA has been an RJO vendor since 2025. Phone: (760) 603-4200 www.gia.edu
Chatoyancy: A 16.09 ct cat’s-eye chrysoberyl from Sri Lanka, featuring a crisply defined, well-centered eye with strong contrast. (Dr. E. J. Gübelin Collection. Photo by Emily Lane/GIA.) Asterism: Magnified view of a star ruby, with light reflecting from three intersecting systems of rutile needles that create the star effect. (Dr. E. J. Gübelin Collection)
WEDNESDAY, JULY 1
The Hidden Cost of Constant Urgency in Business
IN BUSINESS, URGENCY OFTEN feels productive. Fast replies, packed schedules, constant meetings, and immediate decisions create the impression of momentum. Many leaders spend their days moving from one task to another without pause. Most of us have experienced this. A day feels full, a week feels productive, yet we sometimes wonder whether we are making progress on what matters most. Over time, constant urgency creates a different result. It reduces focus, weakens decision-making, and slowly drains the energy of both leaders and teams. I often see businesses working hard but struggling to create steady progress. The issue is not effort. It is that everything feels equally urgent. When every task becomes a priority, true priorities disappear.
Urgency Is Not the Same as Progress
Many businesses operate in reaction mode. Emails, calls, customer requests, and daily challenges demand attention throughout the day. Leaders respond quickly because they care deeply about the business. However, constant reaction leaves little space for reflection or planning.
A business grows stronger when leaders balance action with thoughtful direction. Without that balance, teams become busy but disconnected from larger goals. Progress comes from purposeful movement, not constant movement.
The Impact on Teams
Teams absorb the pressure around them. When employees constantly feel rushed, communication becomes shorter, mistakes increase, and creativity declines. Collaboration becomes more difficult because everyone focuses on immediate tasks rather than shared objectives.
valuable things a leader can create is space. Space allows time for reflection, planning, and better decision-making. It helps leaders step back and evaluate whether current actions truly support longterm goals.
This does not mean slowing down the business. It means working with intention instead of pressure. Blocking focused time for planning, reducing unnecessary meetings, and setting clearer priorities can create a healthier flow of work.
Clear Priorities Reduce Pressure
Businesses often become overwhelmed because too many things compete for attention at the same time. Strong leaders simplify. They identify what matters most and communicate it clearly.
When priorities are clear, teams feel more confident in their work. They know where to focus their energy and how to make decisions independently. Clarity reduces unnecessary urgency.
Leadership Sets the Emotional Tone
Teams often mirror the energy of leadership. If leaders constantly appear stressed and reactive, teams begin to operate the same way. When leaders remain calm, structured, and thoughtful, teams feel more stable and productive.
Small daily behaviors shape the culture of a business over time. A calm leader does not ignore challenges but responds with clarity, confidence, and consistency.
Sustainable Growth Requires Balance
Over time, this environment affects morale and confidence. People perform better when they feel organized, supported, and clear about priorities. Calm leadership creates calm teams.
Creating Space for Better Decisions
One of the most
Long-term growth cannot rely solely on pressure and speed. Businesses need rhythm, focus, and sustainable energy. The most successful businesses are not always the busiest. They are the ones that create consistent progress while maintaining healthy systems and strong teams. Urgency may create short bursts of movement, but balance creates lasting momentum.
Your Next Step
If your business feels constantly busy but not always focused, it may be time to reassess how urgency shapes your daily operations. At NUNU, we help leaders create healthier business structures, clearer priorities, and stronger team environments that support long-term growth.
NUNU has been an RJO vendor since 2022. Phone: (954) 686-8458 www.nyou.in
Making Your Jewelry Images Pop Online
OFTEN, WE CAN GET ITEM IMAGES from the manufacturer, but this isn't always an option—for custom pieces, repair examples, etc. Online images must give customers confidence the item is wellmade, attractive, and accurately represented. Great images help build trust and reduce buyer uncertainty. Whether selling through your website or social media platforms, strong images can be the deciding factor between a customer making a purchase and continuing their search elsewhere.
Your jewelry images should showcase the key details of the product. Multiple angles, close-up shots, and images that highlight gemstones, engravings, clasps, and finishes allow shoppers to examine the piece thoroughly. Consistent lighting, color accuracy, and sharp focus are essential and can be achieved with a relatively basic setup. Most phones now have great cameras. Stay away from fluorescent tube lighting and try for natural or LED lighting.
Image galleries (rather than product listings) provide an opportunity to tell a broader visual story about your collection. While product pages focus on accuracy and detail, gallery images can emphasize your craftsmanship, design themes, and the overall character of your designs, whether they feature custom pieces, repairs, or specialist work. It's not about selling one piece in a gallery, but about establishing a look and feel for your offerings and collections, generating interest in the process.
As for formats, square images at around 1080 × 1080 pixels work well for many platforms, while slightly vertical formats such as 1080 × 1350 pixels often achieve greater visibility on mobile devices. Many platforms will crop your image automatically, so preview it to ensure the result looks good. Many also allow some adjustment to fine-tune the crop. JPEG remains the most common format for product photography because of its balance of quality and
compression, while PNG can be useful when transparency is required, such as when a colored background needs to show through. WebP is increasingly popular because it offers excellent image quality with smaller file sizes, helping websites load more quickly.
Removing backgrounds is a common step in jewelry photography. Traditional image-editing software such as Adobe Photoshop allows precise manual selections. However, this can be time-consuming, the programs can be expensive, and there's a learning curve. Several modern AI-powered tools can now automate this process quickly and easily. If you're doing a lot of this work, it may be worth using a paid service such as removal.ai, but even free services like ChatGPT can do a decent job. Your phone's built-in software can probably handle it as well.
You can also consider AI technology creatively to enhance marketing imagery. For example, a custommade ring, necklace, or bracelet photographed by you can be incorporated into a lifestyle scene using AI-assisted editing. This allows jewelers to place products on models (or hands and fingers, etc.) in themed environments without hiring models or arranging photoshoots. In my experience, it is not perfect, but it's pretty good—and certainly good enough for social media posts.
So, remember to spend a little time on your images— especially if they are sticky (meaning they'll be around for a while, like custom examples). A great image can turn into a sale, a phone call, or a store visit.
— Andy Boundy
VRB Internet Solutions/MyStore.Jewelry has been an RJO vendor since 2017. Phone: (905) 329-5155 http://vrb.ca
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 & changes can be directed to Erin Sharp in the RJO office at: erin@rjomembers.com
A Sense of Place
In the Loupe often focuses on what's happening inside our members' stores—business trends, industry developments, and the many ways jewelers serve their customers and communities.
This issue's cover story takes us outside instead. We invited RJO members from around the country to share the view from their front doors, and the results are as varied as the communities they call home.
E. B. Gray Jewelers
Livingston, TN
Herteen & Stocker Jewelers
Iowa City, IA
Farmington, NM
WEDNESDAY, JULY 1
Trinkets
Cape May, NJ
Orange City, IA
Rutland, VT
Gem Gallery Bozeman, MT
MILESTONES
Alan Kock, owner of the former RJO store Kock's Jewelry in Hutchinson, MN, passed away on May 30, 2026, at the age of 88. Alan and his daughter, Jarolynn, owned Kock's Jewelry until it closed at the end of 2025.
Our thoughts go out to the Kock family.
CALENDAR
Saddle Up! July 1, 2026: Last day to register for Summer Buying Show
July 2026
1 Last day for jewelers to register for the Summer Buying Show
3 Fourth of July—RJO office closed
10 All payments must be received in RJO Office
17 Last day to make changes to your Summer Buying Show registration
20 Hotel room block closes for RJO Liberty Tour
21 All invoices must be received in RJO Office
F August 2026
31 – August 3 Saddle Up for 60! RJO Summer Buying Show, in Lexington, KY 10 All payments must be received in RJO Offi
NEW MEMBERS
Bellman Jewelers
David Bellman
Manchester, NH & Boston, MA
Referred by Jeff Wynkoop Quality Gold, Fairfield, OH
Bertram’s Jewelry Studio
Kirk Bertram
Tomah, WI
Calhoun’s Jewelers
Curt & Doug Calhoun
Topeka, KS
12 Last day to sign up for 2026 Rock Tour
18 Sales sheets due in the RJO Office (retailers and vendors)
21 All invoices must be received in RJO Office
Referred by Erica DelGardo
Erica DelGardo Jewelry Designs, Houston, TX
Clodius & Co. Jewelers
Monika & Mark Clodius
Rockford, IL
Referred by Jeff Jilek Bering Time, Torrance, CA; and TI SENTO-Milano, North Charleston, SC
Cornerstone Jewelers
Jeffrey Temprano
Georgetown, KY
Referred by Jacqueline Slone West End Jewelers, Russell, KY
John Smeal & Co. Jewelers
Andy & Sue Mukherjee
Centerville, Macon, & Warner Robins, GA
Referred by Jeff Koch Bulova/Citizen Watch, New York, NY
Jordan Jewelers
Samantha Pyburn Albany, OR
Referred by Johnny Wang YCH, San Francisco, CA
Powell Jewelry
Ben & Sally Winterman Wichita, KS
Referred by Vivek Pandya ASHI Diamonds, New York, NY
Reeves Jewelry
Mary Alex Anglin Athens, GA
Referred by Mitchell Waksman Global Liquidators, Hoover, AL
Sierra Moon
Shawn & Brad Baldwin Auburn, CA
Referred by Tommy Bennett Montage, Grand Rapids, MI; and Lenny Prion, Edge by Abbott, Shelton, CT
Southern Diamond Jewelers
Cameron Harl & Drew Hadley Murfreesboro, TN
Referred by Mitchell Waksman Global Liquidators, Hoover, AL
The King’s Jewelers
Dave McConnell Walnut Creek, CA
Referred by Andy Cline Cline Jewelers, Edmonds, WA
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.