In the Loupe - November 2013

I N

THE

LOUPE November 201 3

DID YA KNOW?

This month we look at RJO’S Southern Splendor Buying show this January in Savannah. RJO CEO Mary Peterson explains why this show wil be a must-attend for all members ...

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BUYING SHOW REGISTRATION QUESTIONS?

If you’re a jeweler member, call Kristi Nelson in the RJO office at 800-247-1774 or e-mail: kristi@rjomembers.com with any questions. If you’re a vendor member, you should contact Mary Harger at 800-247-1774 or e-mail: mary@rjomembers.com with any questions.

Issue 52

THIRD TIME’S A CHARM, SOUTHERN CHARM THAT IS

RJO RETURNS TO SAVANNAH, GEORGIA, THIS JANUARY for Southern Splendor—the RJO Spring Buying Show.

In addition to the great deals you’ll find on the Buying Show floor and terrific entertainment, RJO has set up myriad membership benefits as well, including: - one $250 travel voucher for each qualifying store when you register

by December 27; - up to three consecutive nights’ stay at the host hotel, the Westin Savannah Harbor Golf Resort & Spa; - buying discounts, via RJO Purchase Vouchers, allowing you to save up to an additional two percent on what you buy from vendors; and - one $10 lunch coupon (for concessions on the buying floor) for each store, courtesy of your generous RJO vendors.

Online registration will open on November 11, and it is easy—just go to: www.rjomembers.com, log in, and go to the Buying Show section.

You’ll be able to register online in a matter of minutes. You may also complete the Registration Form that is located on the last page of your Registration Packet and mail or fax it to the RJO office: P.O. Box 1045, Newton, IA 50208.

Fax: 641-792-9251.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

In the Know with RJO by RJO CEO Mary Peterson RJO Buying Shows: Did ‘ya know?

Online Registration will be available November 11th. Be sure to check the RJO website for more details on attending our great show in Savannah, GA, from January 25th - 27th, 2014.

Remember you receive a $250 travel voucher, courtesy of your RJO vendors, to help with your Savannah travel costs if you register by the December 27th deadline.

For the first time, RJO will have an event management app for your mobile devices, so you can access the schedule, floor map and more! More information will be coming soon.

We are really excited about adding the “Idea Center” on the show floor. It will provide attendees with a space to share ideas, talk to our seminar speakers and get individual attention on developing your social media.

Resources: Did ‘ya know?

The best way to get additional education and learn from your fellow members and vendors is by attending the RJO shows.

Making the time to look at the major trade publications can give you some major insight.

We think In The Loupe is a great publication for you to read, so I hope you are doing that right now!

You can call the RJO office and ask for me, Mary Peterson, if you want to chat about ideas or help with your business.

Opportunities: Did ‘ya know?

GET EXCITED!!! RJO will be launching “The Next Generation Experience Creating Ultimate Jewelers of the Future.” This event will be held in Chicago, IL, on Saturday, May 17th through Monday, May 19th. Be on the lookout for more information for this great opportunity geared specifically toward the next generation of jewelers. Even better, all you have to do is pay for your transportation to the event; everything else is on us!

Thanks to all the members and vendors who took part in the RJO buying trips in October. The trips to Antwerp, Idar-Oberstein and Israel were very successful for both members and vendors, and all had a great time.

Plan early for our 2014 Octobers trips. (You may want to put aside some of your RJO Patronage Dividend check to get you on your way!!)

Don’t forget that you can attend our trip receptions at the 2014 Buying Shows to get more information and learn from those that have traveled with us.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

From the RJO Chat Channel SERVICES

Centralized Billing

Patronage Dividend

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

THE CHAT CHANNEL ON THE RJO WEBSITE (www.rjomembers.com) hosts a variety of interesting discussions each month. Here’s an edited post—and responses to it—that can be found in the RJO Jeweler Business area, under the heading “Buying Gold Changes”

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

Education on the Go Podcasts and Webinars

Private Label Credit Card Service JewelConnect

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

BOARD TO MEET IN NOVEMBER

RJO's next Board of Directors Meeting will be held Thursday, November 7th in Iowa City, Iowa. If you have any concerns, ideas or suggestions that you wish the board to address, please send them to: sarah@rjomembers.com prior to the meeting date.

AN UPDATE ON ONLINE BILLING

RJO leadership committees have been testing the online billing feature for the past few months. Through this testing process, some recommended features have been added, and the programmers are working on the final version. Final testing is currently being done in the RJO office. The current plan is that RJO members should be able to pay their bill online by the end of the year.

JewelConnect hitting target of one million pageviews per year JEWELCONNECT.COM, THE RJO-EXCLUSIVE WEB-MARKETING SUITE, is on-track for one million pageviews per year, a goal they have been pushing hard for since the release of the 2.0 design in February of this year.

“We have seen a substantial increase in the number of pages viewed on the JewelConnect.com system since the 2.0 redesign,” says Andy Boundy, lead developer of the system. “The new format not only added modern design and functionality, but it also was designed to be better indexed on search engines. If the increases seen in the last three months continue at current rates—and we suspect they will— we’ll show more than one million pages a year and upwards of eight million product images.”

The system suite of tools now includes loose diamond integration, a blogging feature, social connectivity, website-building, mobile marketing, virtual catalog creation, store-inventory addition with PayPal sales capability, and more.

“We’re really excited to present our seminar in Savannah in January,” says Thomas Roethling, JewelConnect’s data manager. “On top of all the functions we have now, we’re adding a new one that addresses one of the most fundamental elements of stock efficiency in a really simple way.”

You can see JewelConnect.com online and find more than 600 RJO members who currently use the system.

BRAD SIMON WEBINAR SERIES COMPLETED

All of his webinar presentations are now available online at rjomembers.com.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Marketing Matters

May I ask a favor for you?

THE HEADLINE IS NOT A TYPO. Notice that I asked for a favor for you, not from you. I would like to ask you to do a favor that will save you time, save you money, make your life easier and give your business a jolt that will cost you nothing.

Hard to say no to that isn’t it?

Is the favor difficult? Time consuming? Tough to manage?

Nope. Nope. And … nope.

I would simply ask you to do a series of things that will take your business to the next level and save you money on marketing.

I see major businesses every month that do not have a realistic idea of what they should be spending to market and advertise their business. A rule of thumb (which does vary by business category) is somewhere between 3-8 percent of gross sales.

This is sometimes a staggering number for businesses not accustomed to planning this way. Start small and work your way up. Don’t spend yourself out of business trying to get to those levels if you aren’t prepared.

I can count on one hand the number of businesses that I have talked to in 30 years who have a written marketing plan. I’m not sure which is a bigger loss, the loss of money or the loss of opportunity.

Let me share a few insider tips • Increase the frequency of ads in your “active weeks” but decrease in other weeks.

• Take a full 12-month budget, and spend it in 20-24 weeks.

• Drop your two worst months and put those dollars where they count. Find the two-four weeks around a major holiday (Mother’s Day & Valentine’s Day) and have a strong schedule.

• Christmas should get 40 percent or more of your annual budget.

That seems like a pretty simple suggestion, but the amount of money spent with “friends in media” is

ridiculous. I don’t care how good of a friend they might be—their radio or TV stations, newspapers or directmail pieces need to drive customers to you. If they don’t, quit spending money there. Most businesses can get by with two-to-three radio stations, and the same is true with television.

Buy one commercial per hour on radio within a morning segment. Buy mornings (6 a.m. to 10 a.m.) to reach women effectively; that would be four commercials per day. Also buy as many days as you can afford. If you can’t afford three or more, then don’t waste your money. Also, check out weekends, as they are typically less expensive. Be bold: buy a bunch, and own a day, or more.

On TV, buy shows that you know will reach women.

Morning news is good here too. Afternoon shows, like Ellen, Katie and Dr. Oz are strong, too. Evening news will eat a budget alive. Have a big wallet if you want to play here. Morning news is not only less expensive; it is much less expensive.

Capture every single email you can between now and the end of the year. That will be a great start on a low/no cost element to your marketing and advertising plans for 2014. An effective (read: educational) email every 10-14 days will keep your top of mind awareness high throughout the year. Start gathering that information yesterday!

Have a wonderful holiday season and I look forward to communicating more with you in 2014.

Michael C. Woody is President and Chief Idea Officer of Capital Ideas. He has nearly 30 years of experience in television advertising and loyalty marketing. Phone: 515-556-5373.

E-mail: MichaelC@ideas2burn.com Website: www.ideas2burn.com

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

RJO-Sponsored Trips to Europe and Israel

Impressions from Antwerp, Idar-Oberstein and Israel ANTWERP AND IDAR-OBERSTEIN

The best part of the trip was the people. Everyone was so gracious and welcoming. It was nice to be with people who know what a refractive index is. It reminded me of how much I have forgotten, but also how much I have retained. The trip was well-planned and executed. You could tell a lot of hard work had gone into it.

Regina and Barton Robison Murray-Mckenzie Jewelry Paris, TN ISRAEL

It’s nearly impossible to name a favorite memory, as there are so many. From the closeness we felt with our fellow travelers and the hospitality of the great RJO sponsoring vendors, everything was wonderful. Being able to walk the land in which our Christian beliefs are based was humbling.

When visiting one of the offices (Fischer) and looking over a selection of carat diamonds, I was shown seven diamonds with a value of $2M. Wow! The largest pair were 28 carat total weight. Made those carat diamonds look like melee.

This is an experience of a lifetime. Every RJO jeweler should take advantage of this opportunity. The buzz within my community—about traveling overseas to buy diamonds—has helped build my diamond business.

Albert and Mary Yocom Yocom Jewelry Marceline, MO ANTWERP AND IDAR-OBERSTEIN

Business-wise, it was amazing to see—and hold—the 25 carat diamond in the Rosy Blue office. For pleasure, we really enjoyed the sightseeing in Brugge, Belgium. We also enjoyed our nights out with most of the group at Marmite/Mistral. This trip was a great experience, and we would highly recommend it to other jewelers.

Brian and Lori Van Duyne (pictured) Fernbaugh’s Diamonds and Fine Jewelry Plymouth, IN

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

We tried to isolate a favorite memory, but we could not.

The whole trip—or package so to speak—was very special to us. To be allowed the privilege of entering the diamond exchanges made an impression on us. To be treated so kindly and special by all of the vendors also made an impression on us. The hosts— Schurhammer’s, Rosy Blue, and Interjewel—really put out the red carpet with their events in the evenings.

The hotel staff bent over backwards to please. The different cultures of Antwerp and Germany were a new experience for us. The sidewalk cafés in Antwerp, the German countryside, the foods and drinks, the Octoberfest, the Hotel Sonnenoff and its staff … wow! The day trips that we took to Citadel Namur and Trier were very informative and fun. We really enjoyed all of the history involved in Europe.

And what can we say about the food: Belgian waffles, Belgian chocolate, Belgian beer, German wines, German beer … we liked and experienced all of these.

ANTWERP AND IDAR-OBERSTEIN

We did buy diamonds and felt like we got good buys. Luckily we had some pre-sold diamonds.

We were examining the benefits because this was a major thing for us to go to Antwerp and IdarOberstein, but we feel like it was a real opportunity. Your diamond purchases, if paid for before the end of the year, could really add to your rebate. But also it will raise us to the next level of buying, increasing our voucher percentage for the next Buying Show.

We felt like we made some good contacts and met new vendors, One thing I hadn’t anticipated was how close we would become with our fellow travelers. I guess it makes sense though, since we were together almost night and day for the tenday trip. We know we will stay in touch with the jewelers and spouses that we met. And we look forward to running into them at the next Buying Show.

And finally, YES we would definitely go back.

Mike and Lisa Pribyl Cahill-Pribyl Jewelry and Gifts Keokuk, IA

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

SAVANNAH HIGHLIGHTS ABOUT THE SPRING BUYING SHOW AND THE CITY THAT’S HOSTING IT

RJO heads to Georgia in January, where the Spring Buying Show will be held the last week of that month.

Referred to as the "Hostess City," Savannah is known for its southern charm and hospitality.

The setting for many books and movies, the city boasts a number of firsts, including being the first city in the United States that was planned on a system of city blocks. The first golf course in America was built in Savannah, and the city is the birthplace of the Girls Scouts of America. Thanks to numerous visits by culinary celebrities, Savannah also has a rich history of turning southern staples into southern cuisine. Savannah Red Rice is just one of these native dishes.

To take advantage of it's "Southern Splendor" theme, the show's

Sunday Evening Gala

will merge elements of high society southern living with the fun of down home southern cooking and entertainment.

GUESTS WILL BE IMMERSED in the elegant southern splendor of Savannah. The entrance to the room is set to look like a classic Savannah mansion; the walls are lit with gobos projecting intricate arched windows and the classic draping trees of Savannah. Guest tables are a mix of rounds and squares dressed in a gorgeous combination of moss green, eggplant, sapphire, and mango orange crushed cloths.

Each table is topped with an impressive arrangement of antique blue hydrangeas, purple dendrobium orchids, cherry brandy roses, green fugi mums, blue delphinium, and whimsical bells of Ireland. Bands of shimmering colored wire swirl through the arrangement adding a splash of playfulness to the display.

Enjoy a cocktail and mingle at the lounge parlor. This lounge is filled with ornate Victorian furniture, rugs, and lamps.

This evening of elegance exudes the luxury of southern splendor, but the party is all country! Step through the ornate iron gates to the backyard garden party: Out on the plantation lawn stands a delicious spread of classic southern dishes and a good old-fashioned boil. While the menu is still being determined, you are likely to see mountains of bright red crawfish, steaming golden corn on the cob, and fresh fruit to complete a festive buffet.

Guest tables for the backyard party are dressed in burlap cloths and topped with festive wildflower arrangements in Mason jars.

Eat your fill, then get the party started at the backyard dance party!

Dance the night away to the sounds of the south on a dance floor surrounded in trees and sparkling ping-pong lights strung from above.

Additional entertainment for the night embodies the rich history of the south. Fortune tellers, palm readers, and street magicians roam through the crowd performing tricks and telling the future. And no outdoor party in the south is complete without a round of Cornhole, the traditional beanbag lawn game.

Finally, as guests always love the photo booth, this year we are putting a southern spin on the snapshots. Guest will be able to dress like southern belles, wild cowboys and cowgirls, outlaws, and gentlemen and pose on the bar of a southern saloon in the Old Time Photo Booth.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Our Host Hotel: The Westin Savannah Harbor Resort & Spa Southern charm meets modern luxury at the newly-reimagined Westin Savannah Harbor Golf Resort & Spa, in the heart of the historic Savannah River District. Savannah's premier resort is the prime location; not far from fantastic shopping and nightlife, but removed just enough for tranquility. Enjoy complimentary water ferry service to River Street.

The Westin features the Heavenly Spa by Westin, an 18-Hole PGA Championship golf course, an outdoor riverside oasis, a gym and tennis courts.

RJO will pay up to three nights for all qualifying members.

Jewelers must return their show registration form to RJO and call or go online to register for their hotel rooms.

The average high temperature in Savannah at the end of January is 62 and the low is 41.

The Westin Savannah Harbor Resort & Spa is located at One Resort Drive in Savannah.

New at this show, the RJO Idea Center is a place to hone skills and share ideas that increase sales, make you a better manager, and get you to think in new ways. The RJO Idea Center is located on the sales floor and is open during buying hours. Drop by any time to brainstorm, or attend the scheduled sessions on putting social media to work for your store. You’ll be able to learn from top industry professionals, as they’ll make themselves available for one-on-one training and individual discussions.

The Center will be buzzing from 2 p.m. - 5 p.m. on Saturday, from 10 a.m. - 5 p.m. on Sunday, and from 9:30 a.m. until noon on Monday. You’ll find an hourly schedule of offerings for the Center in your Registration Packet.

Here are some highlights of what will be happening in the Idea Center:

RJO OPEN ROUNDTABLE DISCUSSIONS AND IDEA SHARING Take a break from the buying room buzz and kick back at the RJO Idea Center. It’s intended to be an informal area where jewelers can spend a little sharing ideas on the biz, brainstorming or simply relaxing. Come and go as you please. We’ll have some topics of conversation ready to spark some conversation. Open throughout sales floor hours.

ONE-ON-ONE SOCIAL MEDIA TRAINING SESSIONS Beginners Social Media Users 1:1 (Petey Peterson)

For jewelers who still aren’t sure what a Tweet is. Also for those who have a Twitter and Facebook account and know the basics, but who would like some more tips and skills on using these social media tools more effectively for their business.

Intermediate Social Media Users 1:1 (Kaylee Jaske)

For jewelers who are comfortable with social media tools, yet want to learn more effective ways to use social media to increase interest in their business and entice younger customers.

Advanced Social Media Users 1:1 (Samantha Peterson)

For jewelers who want to take their business social media outlets to the next level, sit down with Samantha and learn ways to use social media that will help increase sales and reach customers they’ve never had before.

CHAT WITH THE CEO RJO’s Chief Executive Officer, Mary Peterson, will be available at the RJO Idea Center (located on the buying floor) to take your questions and suggestions. Bring your questions, ideas and/or concerns to Mary for discussion.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

NEW MEMBERS Bauble Patch Jewelers Richard Kerkau, Kimberly Kerkau, Trina Berkompas-Elvey Comstock Park, MI Danz Jewelers Dan Ingrum Lodi, CA referred by: Kevin Schimke, Kevin Schimke Jewelers, Stockton, CA

Fire and Ice Jewelry Frank Nederostek Marion, NC referred by: Alan Sutton, Alan Sutton Jewelry, Goldsboro, NC

J.C. Grant Company John Grant, Jr., Jean Graham, Justin Jones Milledgeville, GA referred by: Sunny Aiya, Lustour, Johns Creek, GA

Master Jewelers Olive Branch, MS referred by: Allen Stricklin, Jewelex, New York, NY

Quinn’s Fine Jewelery, Inc. Denise, Brian & Corey Quinn Wilbrahm, MA Studio 2015 Jewelry Thomas Dougherty & Bret Dougherty Woodstock, IL referred by: Aubre Ford, RDI Diamonds, Inc., Rochester, NY

Meet the RJO Staff:

RJO ADMINISTRATIVE ASSISTANT KRISTI NELSON is a familiar face to those attending RJO Buying Shows. Nelson is closely involved with show registration for the retail members, and she also travels to the shows. When she’s not at shows, she transcribes minutes from the RJO board meetings, helps calculate vendor payments, processes some of the electronic invoicing files that are received, and she serves as the back-up for accounts receivable.

Like many of her office mates, Nelson was born in Iowa; she grew up in Newton and lives there today. “I married my high school sweetheart,” says Nelson. “We have been married for 28 years, and we have two sons, two grandchildren and another one due towards the end of November. Oh, and I can’t forget our dog Leonard; he rules the house. We also have one granddog.

We enjoy having the kids over for Sunday brunch; it’s fun when the family can be together.” When she’s not in the office, Nelson can be found camping, dirt track racing, watching football, going for car rides or watching movies.

While Nelson has been working for RJO for more than a dozen years, she still remembers her first buying show trip.

“I would have to say going to my first show (before I started working with registration and going to the shows on a regular basis), is one of my favorite memories,” she says. “Being in the office, you know there is a lot of planning that goes into the shows, but to actually see it the first time was something. I’m lucky to work with some great people, and we have made many memories over the years.”

NOVEMBER Daylight Savings Time ends - All payments must be received in RJO office - No mail delivery: Veterans Day - Retail members show packets scheduled to be mailed - Online registration opens - All invoices due in RJO office - Vendor Show Registration deadline

DECEMBER All payments must be received in RJO office All invoices due in RJO office To qualify for 2013 Patronage Dividend RJO office closed: Christmas Eve and Christmas Day Retail Member Show Registration deadline

Hanukkah begins at sundown RJO office closed: Thanksgiving

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.