A Schaumburg Surprise
I’VE BEEN FORTUNATE TO PLAN and participate in dozens and dozens of RJO Buying Shows over the years, and I’ve come to appreciate each Show has its own unique ebb and flow. In recent years, that’s often meant a record—sometimes several—being set in one of our usual categories, whether it be Show attendance or overall sales. This summer, though, it seemed our Schaumburg Show might fall just short of that benchmark.
While gathering information about the Show for this issue of In the Loupe, I was able to report some solid early results—though admittedly, no new records. On the bright side, the preliminary stats came in surprisingly strong. Member attendance reached 379, making it our second-highest ever, just behind last summer’s St. Louis Show.
I reminded myself, final sales number didn’t really matter. The Show had already felt like a success, hitting all the right notes our RJO jewelers and vendors have come to expect. We even introduced a few new, well-received features. At our very first RJO Gem Quest Kids Camp, the excitement was contagious—the kids had an absolute blast! We also hosted a lively RJO Foundation Game Night, where we not only raised funds for a great cause but also took time to recognize
RJO Board News
the incredible work of the RJO Foundation. On Friday, we launched our hands-on Bench Jeweler Experience, which continued through the weekend with booth demos led by skilled industry professionals right on the Show floor.
So, imagine my surprise when the final sales totals landed on my desk: Schaumburg was in fact a record breaker—earning $23,955,125—the largest total purchases of any Buying Show, winter or summer, and more than $600,000 more than any previous Show! I couldn’t quite decide if I was more pleased or more surprised, but either way, it was a fitting ending chapter to this Show’s story.
Wishing you a fall filled with continued strong sales and joyful surprises,
Sarah Streb RJO CEO
On A Separate Matter
In case you missed it, here is a statement I released last month regarding RJO’s monitoring of developments related to changes in U.S. tariff policy.
THE RJO BOARD IS CURRENTLY ACCEPTING applications for positions on the Merchandise Review Committee and the RJO Foundation Board of Trustees. Applications are due by October 6.
Merchandise Review Committee (MRC):
Two (2) open positions
The MRC plays a critical role in shaping RJO’s vendor partnerships and is responsible for interviewing, selecting, and negotiating contracts with potential partners to ensure alignment with RJO’s standards, among other duties.
MRC Application Form
RJO Foundation Board of Trustees:
Four (4) open positions
The RJO Foundation Board of Trustees is responsible for managing the business and affairs of the Foundation and holds primary responsibility for fulfilling the Foundation’s mission and maintaining legal accountability for its operations.
Foundation Board Application Form
RJO Vendor Advisory Committee (VAC):
Four (4) open positions
The VAC is comprised of 12 RJO vendors to aid management in understanding the needs of our vendor partners, provide insight and act as a liaison between all vendor partners and the RJO management and leadership teams.
VAC Application Form
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)
From RJO’s Facebook Page
THE MEMBERS-ONLY RJO EXCLUSIVE PAGE ON FACEBOOK hosts a variety of interesting discussions every day. Here are two edited exchanges from the end of last month:
Original Post One: I’m in search of some opinions! How many hours do you require for an employee to be considered “full time”? Some never quite hit 40 hours, so that isn’t fair to them, but I’ve heard some people say 32 hours, which seems a bit lax to me.
Reply One: It depends on your state. In my state, it’s 34 hours. That is the minimum, but you can give more hours if you choose. In my store, it ends up being 39.
Reply Two: 35. It should be black and white in your handbook, depending on what you decide.
Reply Three: 40.
Reply Four: In my state—Wisconsin—minimum full time is 32 hours per week.
Reply Five: For us, it can be 30 or 32.
Original Post Two: Do you all suggest doing appraisals on used Rolexes, or is it best for the customer to send the watch to Big R themselves?
Reply One: I don’t think Rolex does appraisals. If Rolex gives an estimate to repair, then it is authentic. If not, they just ship it back. I have not seen values on Rolex service estimates in a long time.
Reply Two: We’ve stepped away from sending watches to Big R since 2022. But at that time, if you sent watches in, they wouldn’t charge a fee to authenticate a watch. I think they started getting very frustrated as resale prices were going up and people were just sending watches in for repair estimates, but not for servicing them. Shipping was high to send back from Rolex at that time. I think it was $75–$125, depending on the watch’s value. They do put an insured replacement value on the estimate, but it reflects the replacement value of a new watch, not the current condition of the existing one.
Original Poster: Do you all do them yourself? In the past, we typed up estimates and put new and used replacement values on them. I just didn’t know if it has to be done by a Rolex dealer.
Reply Three: Do it yourself. Charge a lot. I’d look up relative prices on www.chrono24.com
Reply Four: Is the client seeking an appraisal for insurance or for market value? If it’s for insurance, I would base the appraisal off of a more modern version.
GIA Colored Stone Grading and Pearl Grading Labs
Register Today for November's GIA Grading Labs
RJO IS EXCITED TO OFFER EXCLUSIVE GIA
Colored Stone Grading and Pearl Grading labs, hosted by RJO at the Jewelers Mutual campus in Neenah, WI, from Tuesday, November 4 to Friday, November 7, 2025. These highly sought-after lab classes offer hands-on, practical experience and count toward your GIA diploma requirements. Best of all, they’ll be taught by an official GIA Instructor, ensuring an exceptional educational experience.
requires a government-issued photo ID (such as a driver’s license or passport) and proof of high school completion, GED, or equivalent (transcripts are accepted). Click here to register for this course.
Space is limited to just 15 students—so early registration is essential. Plan to arrive on Monday, November 3. Exclusive to RJO retailers and vendors, participants are responsible for their own hotel accommodations. To complete your registration, GIA
RJO Foundation News
RJO Foundation Scholarship Deadline is September 15
The Foundation’s Fall 2025 Scholarship application window is now open, offering a powerful opportunity for RJO retailers, vendors, and their staff to grow both personally and professionally. Whether you’re looking to advance your own skills or support a team member’s goals, these scholarships can help make continuing education and development more accessible.
Scholarship funds can be used toward professional development programs such as the RJO Management Development Program and other industryrelated education. Scholarships are made possible through member donations, sponsor contributions, and group fundraising efforts, and they serve as an investment in your future—and in the strength of your business.
Apply here; the deadline is 11:30 p.m. CST on Monday, September 15.
Don't miss this chance to elevate your expertise and take one step closer to completing your GIA diploma—right here in the Midwest!
Note: This course is designed purely as a professional development opportunity. As such, there is a strict zero-tolerance policy on promoting your business, products, or services during the program.
Robin Livesay-Howard Awarded Pribyl Scholarship
The Foundation recently awarded its inaugural Mike Pribyl Endowment Scholarship to Robin Livesay-Howard, store manager at Smith Jewelers in Franklin, VA. Robin plays an integral role in running the store, with a focus on sales and tech support, and is also deeply involved in her local Girl Scouts organization. She received scholarship funds to continue her education through GIA courses.
The Mike Pribyl Endowment Scholarship was established to honor the legacy of former RJO Foundation President Mike Pribyl and his unwavering commitment to serving others. This scholarship recognizes RJO members and vendors who have demonstrated outstanding dedication to community service and who strive to make a meaningful impact in their communities.
Another Foundation Art Auction is Set for September
RJO retailer Mike Doland graciously has donated artwork for the Foundation's upcoming online art auction. The auction will open at 9 a.m. CST on September 15 and close at 4 p.m. on September 19. You can view the auction items and their descriptions online via this link or by scanning this QR code.
Website Ideas: Going Where the Value Is
By Andy Boundy MyStore.Jewelry
IT’S NO SECRET I’M NOT A FAN OF e-commerce for stores. I know it works for some, but for the most part, I haven’t seen strong value in e-commerce for small to medium-sized stores. I won’t get into all the reasons why here, but one of the key issues is Cost of Acquisition (COA)—a metric that shows how much it costs to get a new customer sale.
COA is often very high for a customer’s first purchase. This could include advertising, in-store costs (for walk-ins), website marketing like Google Ads, and all the other expenses associated with making that sale. If you look at your ad budgets, you’ll recognize this. E-commerce customers are hard to convert into lifetime clients—they often jump from store to store looking for the best price.
So, where can you go to capture a sale that requires less investment?
Over my past 20 or so years working with retailers, one pattern seems consistent: the top 100 customers in a store often account for 70–80% of the revenue. This varies by store, of course, but any way you look at it, adding new customers to that top 100—growing it to, say, 130—is a proven way to increase sales and profits.
So why are some jewelers chasing high-cost (COA), low-profit e-commerce customers when they could
focus on adding to their most profitable and loyal customer group?
I’m coming at this from a website perspective (since that’s my focus), but the real question is this: Is there a way to use the internet to reinforce top-customer relationships and add more value to your service?
Imagine creating a special customer section on your website. In this private area, you could offer exclusive value to your top customers. It doesn’t have to be discounts—think curated collections, preview pieces (before they hit the display cases), special request options, or early access. In other words, can your website be a tool to extend that top-customer resource?
This isn’t a new idea, but it lends itself perfectly to online marketing. Making a customer feel special or privileged works—just ask Ferrari and Rolex. They take this strategy to the highest level, even requiring a certain purchase history before clients can access specific products. Those who are “in the club” tend to spend more because it gives them unique value and makes them feel part of something exclusive.
So, as part of your online strategy, consider adding a “special access” section to your site—perhaps with password protection. Offer this to your most valued clients as part of a premium service, and provide exclusive content, previews, or services. It’s not complex or expensive, but if done right, it adds value to a resource you already know works.
RJO Rock Tour Ready to Roll Next Month
THE RJO ROCK TOUR IS AN EXCLUSIVE journey designed to elevate your buying expertise, expand your industry connections, and immerse you in the world of fine jewelry and gemstones—all while enjoying incredible travel experiences! This year’s tour departs on Sunday, October 6.
The adventure begins in Antwerp, Belgium, where you’ll gain VIP access to premier vendors in the Diamond District, including Fischler Diamonds, Star Solitaire, IGC Jewelry, Shivani Gems, Horizon Diamonds, and S. Vinodkumar. You’ll expand your knowledge of AI and Custom Design with an exciting new offering—free tools provided by Star Gems.
Next, the Rock Tour heads to Florence, Italy, where you can soak in the rich history, art, and culture. Enjoy an exclusive RJO day trip to Arezzo, the “City of
Gold,” hosted by Oro International. There, you’ll witness Italian artisans mastering their craft in goldsmith production.
This tour is more than just a buying trip—it’s an opportunity to refine your skills, discover unique sourcing options, and build lasting relationships, all while experiencing two of Europe’s most enchanting destinations.
Call RJO’s tour host Jodi Flaherty at (641) 841-1438 or email her to inquire about this adventure. Visit the RJO website to discover vendor partners, explore the full itinerary, and read testimonials from past travelers—see why they rave about this unforgettable experience!
Note: Only those participating in the full itinerary will be eligible to travel with RJO to Italy.
Vendor Profile
S. Vinodkumar: Fifty Years of Fine Jewelry Expertise
FOR NEARLY 50 YEARS, S. Vinodkumar, Inc.—or SV Group, as it’s known to friends—has been a familyowned business with a global presence in the diamond and jewelry industry.
“The company was founded in 1978 by the late Mr. Sumtilal Shah and Mr. Vinodkumar Shah,” says Saurabh Sheth, vice president of sales at S. Vinodkumar. “Our focus has always been on delivering high-quality diamonds and fine jewelry. Today, the second generation of our family, along with a team of dedicated professionals, manages the business, upholding our core values of integrity and trust. We’re also thrilled to share the third generation has recently joined us, ready to build on our legacy and bring a fresh perspective to the future of our company.”
Sheth identifies five areas in which SV Group stands out for RJO jewelers: 1) its extensive diamond jewelry collections, including bridal, fashion, and core collections; 2) best-in-class diamonds, offering RJO jewelers direct, instant access to the finest-cut and polished diamonds with GIA reports, all at true wholesale pricing; 3) must-have business services, such as tailored product assortments, fast shipping, flexible programs, marketing support, and inventory solutions; 4) specialized sourcing and custom services, including diamond sorting and bagging/fluting services; and 5) direct and personal support through diamond service calls, ensuring RJO members have the resources they need when they need them.
“We’ve built our business on lasting, multigenerational relationships,” says Sheth. “Our reputation for trust and transparency allows us to quickly adjust and create custom solutions for our retail
partners. We’re especially honored by the recognition we’ve received from our peers within the RJO group— it’s a testament to the value we bring to this community.”
Sheth says what truly sets SV Group apart from others is their complete control over the entire supply chain. They handle everything in-house, from sourcing rough diamonds to cutting, manufacturing, and creating the final jewelry pieces. This hands-on approach is SV Group’s secret to guaranteeing exceptional quality, competitive pricing, and reliable consistency. It also allows them to offer a huge range of diamonds in all shapes, sizes, and colors—from DZ and other fancy colors to IF-I3 clarity—allowing them to serve retailers at every level.
“Our favorite aspect of being an RJO vendor is the incredible sense of community and trust that defines the RJO family,” says Sheth. “It’s rare to find a group where relationships are so genuine, and we truly value the opportunity to build connections with independent jewelers. We feel like we’re part of a family, whether we’re sharing a meal or just connecting and collaborating on new ideas.”
“The RJO Shows have been a perfect platform for us,” Sheth continues, “allowing us to not only showcase our newest collections but also to connect directly and have open, transparent conversations with everyone—no matter what our title is. This ease of collaboration and shared experience is what makes our partnership with RJO so special.”
This appreciation of family resonates with Sheth beyond RJO.
“It is our deep family-oriented culture that truly surprises people,” he says. “We operate as a largescale business but maintain the warmth and values of a family-run company. Our core values are rooted in the kind of care and trust only a family can provide.”
S. Vinodkumar, Inc. is located at 521 5th Ave, Suite 820, in New York, NY.
Phone: (212) 921-0056
Website: www.svinodkumar.com
Saurabh Sheth, vice president of sales at S. Vinodkumar
RJO Summer Buying Show 2025
( Click on the photos below to have larger versions pop up in a new window )
Foundation Fun & Games Winners
Art Raffle
- Better Bling—Stafford, TX
Black Hills Get-Away and Factory Tour (Courtesy of TR Jewelry Concepts/Simply Diamonds)
- Becker Jewelers—Breese, IL
Bingo Winners
($1,000 Travel Voucher for 2026 Phoenix Buying Show)
- Cahill-Pribyl Jewelry & Gifts—Keokuk, IA
- Chipper’s Jewelry—Bonney Lake, WA
- LaDon's Fine Jewelry—Nampa, ID
Jewelers Jackpot
- $3,000: Stadheim Jewelers—Mason City, IA
- $2,000: Pacheco’s Jewelry—Taunton, MA
- $1,000: Pamela’s Fine Jewelry—Spring Green, WI
Raise Your Spirits Winners
- Elijah Craig bottle: Z’s Fine Jewelry—Peoria, AZ
- Heaven Hill bottle: Jimmy Lawson w/JD & Co Tacoma, WA
- Eagle Rare bottle: Golden Designs—Bradenton, FL
Tower Showcase
Global Liquidators (Jones Brothers LLC)—Hoover, AL
2025 RJO Vendor Award Winners
VENDORS OF THE YEAR
Heera Moti
Gem Quest Kids Camp Debuts at RJO Summer Buying Show
THE NEXT GENERATION of jewelers received a hands-on introduction to the industry this summer as RJO hosted its firstever Gem Quest Kids Camp during the Summer Buying Show.
Twenty kids participated in the inaugural event, which blended science, creativity, and industry exploration into a full day of discovery. Campers cracked open geodes, learned about gemstones, toured the bustling Show floor, and even designed and created their own jewelry to take home. The camp was designed to give children of RJO members an engaging and educational experience of the jewelry industry.
“This camp was all about sparking excitement for the industry while keeping it interactive and entertaining for kids,” said Sarah Streb, RJO CEO. “We were thrilled to see their eyes light up as they explored, created, and connected with the heart of what makes jewelry so special. Judging by the smiles and excitement, it was a huge success.”
The program came together thanks to the support of volunteers and sponsors, including Afarin, Midwest Closeouts, Darling Gem Imports, Stuller, Fully Promoted, and GIA. Booth sponsors Veer, Parlé, MG Worldwide, and Diamond Expressions also helped make
the camp possible. With positive feedback from both campers and parents, RJO plans to make Gem Quest Kids Camp a regular feature at future Summer Buying Shows.
Click here to view a video Gem Quest Kids Camp.
Bench Jewelers Take Center Stage at Summer Show
THE BENCH TOOK CENTER STAGE
once again at RJO’s Summer Buying Show, as jewelers from across the country gathered for the second-ever RJO Bench Jeweler Experience. Building on the success of its debut, this year’s program expanded its offerings with more demonstrations, expertled seminars, and interactive learning opportunities.
The Friday event was moderated by industry veteran Chuck Koehler, who guided attendees through a day packed with insights and hands-on education. Highlights included:
• A live laser welding demo by Scott Isaacs
• Practical tips on using social media from the bench, presented by Buzz Advertising
• Repair pricing strategies from Stuller
• Bench organization techniques by Melissa Muir
• An in-depth session on working with white metals, led by Koehler
The program concluded with a roundtable discussion, giving jewelers the opportunity to share insights, ask questions, and connect with peers. Education continued throughout the weekend with Saturday morning seminars and live demonstrations on the Show floor.
“The energy and engagement we saw this year shows just how valuable this program is to our members,” said Sabrina Smead, RJO COO. “By listening to feedback from the first event, we were able to deliver an even stronger experience, and we’re excited to keep building on that momentum. Education is such a foundation to
RJO, and we want to continue bringing in-depth programs like this to our membership.”
Building on the success of the Bench Jeweler Experience, RJO is also excited to introduce Owners Academy, presented in partnership with RJO vendor Edge Retail Academy. This new program—designed specifically for jewelry business owners—will take place on Friday, February 20, in Phoenix and will offer targeted educational opportunities to help owners grow and strengthen their businesses. Stay tuned for more details and registration information in the months ahead.
The RJO Bench Jeweler Experience was made possible thanks to support from sponsors Gesswein, Stuller, A&A Jewelry Supply, Star Gems, and JD & Co.
Post-Show Revisit: Advantages of Clarity
Bhavin Mehta NUNU
IN LAST ISSUE’S DISCUSSION on clarity (link), I explored how it gives leaders sharper focus, reveals hidden opportunities, and helps teams work with purpose. Without it, energy is misdirected, communication suffers, and decision-making slows down.
I emphasized today’s most successful businesses aren’t just agile—they’re aligned. When every team member understands the goal, the path, and their role, organizations move faster and more effectively. Clarity enables leaders to make confident decisions, avoid delays, and deliver consistent results—building trust across the board.
I also outlined the three essential layers of clarity that help organizations stay aligned and effective. First is clarity of vision knowing where you're going and why it matters. This serves as your "north star," guiding decisions and keeping teams focused. Second is clarity of priorities, which ensures everyone understands what matters most right now, helping avoid busywork that doesn't drive results. Finally, clarity of process outlines how you’ll get there, with defined systems, roles, and timelines.
When all layers are in place, decision-making becomes faster, the organization more resilient and aligned, and results more consistent.
I was reminded of the power of clarity at the recent RJO Summer Show in Schaumburg. Over three energizing days, I had the privilege of meeting business owners from across the country—each with unique challenges. Some shared
how hard it is to stay focused in a world full of options and distractions, while others had discovered fresh ways to sharpen their vision and align their teams.
At Booth #804, I spoke with jewelers, entrepreneurs, and leaders who admitted that while they were working hard, they often weren’t sure if they were working on the right things. On the other hand, many also shared inspiring success stories—proof clarity of vision and priorities can move a business forward with confidence.
I’m incredibly grateful to the RJO community for creating such a vibrant space to exchange ideas, share strategies, and connect with like-minded professionals. Thank you to everyone who stopped by. Your openness and trust in sharing your stories are why I do what I do.
Clarity as a Habit, Not a OneTime Task
Clarity isn’t something you “set and forget.” Markets shift, opportunities emerge, and challenges arise. The leaders who thrive are those who regularly revisit and refine their clarity. They keep asking: “Does this still serve our vision? Is this still the best use of our time and resources?”
February 20-23, 2026
Gemological Institute of America (GIA)
How a Gem’s Cut Impacts Its Color, Sparkle, & Overall Appearance
By Lisa Kennedy
TO BE CONSIDERED A GEM, A MATERIAL must possess three essential traits: rarity, durability, and beauty. While rarity and durability can be measured objectively, beauty is more elusive—shaped by human perception and emotion. Whether it's the dazzling brilliance of a diamond, the deep velvety hue of a sapphire, or the ethereal blue sheen of a moonstone, a gem's beauty lies largely in the way it captures and reflects light.
The primary goals of cutting a gem are to enhance its optical properties—such as brilliance, fire, and scintillation—or color saturation, while also maximizing carat weight and considering the position of various clarity characteristics.
Thousands of years ago, cutting diamonds was both difficult and often considered taboo. Many early cultures believed diamond rough to be sacred and left it uncut to preserve its mystical properties. It wasn’t until the late 13th century the first shaping attempts appeared, starting with the point cut—a subtle smoothing of the natural form.
As expertise and technology evolved, so did diamond cutting. The table cut was a natural progression after cutters discovered the tips of point-cut diamonds were prone to chipping. When the table cut was introduced, the increase in sparkle captivated viewers and sparked further innovation. This led to the development of the ever-popular modern round brilliant cut we know and admire today.
Comprising 57 or 58 facets, the modern round brilliant cut is designed to enhance how light interacts with a diamond and maximize its brightness, fire, and scintillation. However, this cutting style is rarely used for colored stones like rubies or sapphires.
While it increases brilliance, it can also reduce color saturation when viewed in the face-up orientation. Since color is usually the most important feature in colored stones, cutters choose styles that help maintain or enhance their face-up color instead. Fancy shapes—such as cushions, rectangles, squares, ovals, and pears—offer alternatives to the classic round.
Another key variation lies in the faceting style. Brilliant cuts, which feature kite- or triangular-shaped facets, are designed to enhance sparkle. Step cuts have long, rectangular or square facets that showcase a gem’s color and clarity. Mixed cuts combine features of both, striking a balance between brilliance and color saturation.
A gem’s proportions also affect its appearance. Deeper cuts can help intensify lighter-colored stones, while shallower cuts may help lighten gems that are overly dark. Orientation plays an important role, too. Some colored stones have uneven color zones, so gem cutters often cut the stone so the most vivid color sits near the culet or table facet, allowing it to reflect and appear evenly distributed throughout the gem.
Some gems—especially those that are opaque or translucent, like lapis lazuli, jade, and moonstone— are not faceted; instead, they are cut as cabochons. This smooth, rounded style is essential to view phenomenal effects like asterism (star) in sapphire or chatoyancy (cat’seye) in chrysoberyl. More creative approaches include fantasy and designer cuts, which may feature concave facets or grooves expertly designed to create dynamic visual effects.
While most customers are at least somewhat familiar with color, clarity, and carat weight when it comes to gems, the quality and importance of the cut are often overlooked. Yet a gemstone’s color, sparkle, and overall beauty are directly tied to how it’s cut. Without the right cut, the gem isn’t showing its full potential.
Certain cutting styles can enhance the face-up color of gems. For example, the 6+-carat round brilliant diamond (left) was originally graded in the W-X range on the D-to-Z color scale. After being recut into a 4.61-carat radiant shape (right), it received a Fancy yellow color grade.
Photo by Elizabeth Schrader, Courtesy of the Scarselli family
THE ART OF
Juggling
[ FIVE STORES ]
When you interview a jeweler who runs five stores at the same time, you learn a lot. You learn others think he's insane, he believes he owes his success to his wonderful staff, and he holds dear the notion that towns need a hometown jeweler. Paul Reiniger of Reiniger Jewelers (five locations throughout Illinois and Missouri) took a break from juggling five stores to tell us about his multi-generational, multi-store successes.
The Reiniger family (from left): Paul, wife Marsha, daughter Katie, and son Chris
What is your origin story of becoming a jeweler and jewelry store owner?
How did I get into the business? Well, I’m the third generation—my father and grandfather were both in the business. They started in East Saint Louis in 1918. It was in the late ’60s when things went sour in East St. Louis and business was not good. Rioting and other issues happened, so my father moved his business to our home and worked out of our house—a house with nine kids. My mom was always home; she would greet and wait on customers while my dad worked in the basement.
When needed, he would come upstairs to help customers and take care of them. By the time I was old enough to decide what I wanted to do, my dad was about ready to retire. So, I spoke with him about what was next for me. I went to Gem City College (in Quincy, IL) and basically learned the trade. I came back and worked with him, and I also worked for two other independent stores.
Store Number One
2704 North Illinois Street Swansea, IL
The Swansea location is the heart of the businesses. It’s always busy, with three fulltime jewelers on staff and new products and shop supplies arriving daily. Over the years, many jewelers have been trained here— including the current team in Swansea, one in the Effingham store, and others who have moved on to new opportunities. Swansea is the epicenter of the organization.
During that same time, I opened my own repair business and started doing work for JCPenney and a bunch of box stores. Eventually, I outgrew the space available to me at the JCPenney store. So, I moved into my first retail space in Swansea, IL. I opened my first store in Swansea in 1992. Swansea was a growing community with a lot of potential—that’s why I chose it. Probably my favorite memory of opening the store was the grand opening with my dad. He told me to work hard and things would be successful—and that’s what I’ve done.
You opened your second store just a year after the first. What served as the tipping point that led you to take that leap?
After just about a year, I opened our second location— initially in Columbia, IL. I saw that community growing in leaps and bounds, and the houses being built were extraordinarily large, with a lot of income in the area. People were moving from St. Louis to the Illinois side, so that really was the reason for opening that location. We stayed there for a number of years, and then ended up moving that store to Waterloo, IL, where it has been ever since.
It was ten years before you expanded again. What happened during that decade that kept you from expanding sooner?
Right. Our next big move didn’t happen until years later. During that time, we moved our Swansea location. I had bought land, designed, and built a building. We moved in April of 1999, and then from there I had just the two stores for a number of years.
All the while, I still continued to do repair work for the department stores. At one point, I did work for over 25 stores, in addition to managing my two locations. My sister joined me during this time. She helped with the 25 department stores we were doing wholesale work for, and she managed the second store for a number of years. Eventually, she and her husband moved to Florida.
You opened two stores within a two-year period— in 2022 and 2023—nearly 20 years after your previous expansion. What happened during those 20 years that delayed further growth? What inspired you to open two new stores?
I eventually moved away from doing so much service work and focused on building our own clientele and
Store Number Two
871 N. Illinois Route 3
Waterloo, IL
Reiniger Jewelers Waterloo, the second location, is Monroe County’s go-to destination for bridal jewelry, fashion pieces, and expert repairs. For over 30 years, the team has taken pride in delivering top-notch customer service and building lasting relationships as the area’s most trusted jeweler.
business on the retail front. Since then, there was 9/11, then COVID, and all these other “fun” things that we were still able to be successful through.
Once COVID was under control, I was approached by someone who worked at the Zales store in Effingham, IL. They asked if I’d be interested in opening a store there. That was late in 2021. We put everything together on our end, they put a staff together, and we opened that store in November 2021.
During the process of getting that third store up and running, I ran across a fellow jeweler in the Alton, IL area who was retiring and closing his store after Christmas in 2021. On his last day, I went to his store to look at possibly purchasing his tools and equipment to help supply the Effingham store. It turned out his business was a mirror image of our Swansea location—including our business practices—so I ended up buying that store. We opened in February of 2022.
Again, things went great. The staff has been fantastic in all the locations.
We moved the Effingham store into the original Zales location, which was in a mall. But the mall—like most malls at that time—was going downhill, so we decided to move that location again. As part of that move, I found new showcases someone was selling because they were retiring. I went to look at them, and it was basically the same scenario as in Alton. I ended up taking over that store—just buying the cases and safe, but no client base or business. That was in Ballwin, MO, in May 2023. So that made three stores in a matter of two years, which was kind of crazy. Everyone thinks I’m insane.
But that’s how we came to expand into five different stores—just a little bit of craziness. But it has all worked out.
Store Number Three
1304 Thelma Keller Avenue
Effingham, IL
Reiniger Jewelers Effingham is a thirdgeneration, family-owned and operated store. With over 50 years of combined staff experience, the store takes pride in offering expert service, quality jewelry, and in-house repairs—with a personal touch that reflects small-town values and dedication to the community.
Store Number Four
317A Homer M. Adams Parkway Alton, IL
After three years in a beloved corner shop, Reiniger Jewelers Alton—formerly Maneke Jewelers—moved to a larger, beautifully renovated space just minutes away. The new location blends small-town charm with fresh energy, honoring tradition while embracing growth. Sunlight fills the elegant showroom, where modern displays feature fine jewelry, custom heirlooms, and framed photos of the store’s history. A new workshop with advanced tools now allows faster repairs and more detailed custom work. Though the space is new, the heart of Reiniger Jewelers remains the same: friendly faces, trusted service, and a commitment to quality that spans generations.
What is special about your staff? How important are your employees to your success?
As far as my employees go, I still have one who started with me from the beginning—it’s been more than 35 years she’s been with that store. And the rest of the staff, like I said, in all the stores, have been just fantastic. I couldn’t ask for better people. I feel the employees are the core of the business. They make every store what it is. I love them all and couldn’t do it without them. I wouldn’t know what I would do without them. They are absolutely amazing.
Your stores are located fairly close to one another. How did you choose these locations?
As far as the store locations, they’re fairly close. The furthest one is about an hour and 20 minutes from my home, but the rest are within 20 to 30 minutes. The locations kind of just came about because there were existing stores there. But my biggest reason was that the communities I moved into needed a hometown jeweler— someone who could take care of client needs. I wanted to make sure they had a place to go, and that they knew we would be there to take care of them.
You joined RJO at the same time you opened your first store. Has RJO contributed to your ability to thrive and expand? If so, in what ways?
Yeah, we joined RJO years and years ago, and it has helped business tremendously. The resources and support they give independent stores have been amazing. So are the people we’ve met at the Shows—we’ve made great friends. It’s like another family. RJO has truly been a great contributor to our success.
What are the biggest challenges of running five stores concurrently?
I think the biggest challenge is just keeping up with everything. I’ve hired an operations manager to help me. She travels to each store every week and helps ensure everyone is doing the same thing—keeping consistency through all five stores.
What are the biggest joys of running five stores concurrently?
The biggest joys, huh? Honestly, seeing the stores kind of compete against each other. We use The Edge, and we can see who’s selling what in each store. At the end of the day, you know who won—who’s on top, who sold the biggest thing. It’s fun to watch them get involved and try to be number one.
What practical advice would you give to an RJO member considering opening another store?
For fellow members considering another store, I’d say make sure your staff is on board. The staff is the biggest factor I can attribute to my success, and I can’t thank them enough. Also, if you’re not using Edge—use Edge. It’s such a fantastic tool for multiple locations. Like I said, you can see everything—it’s fantastic to be able to do that.
Are there currently any plans for a sixth Reiniger’s?
No plans for a sixth location right now, but that’s kind of up to my son and daughter. They’re both getting involved in the business now. My daughter’s going to school, and my son just started working with us a few weeks ago. There’s a succession plan in place, and we’ll have to see if they want a sixth store.
Store Number Five
14442 Clayton Road
Ballwin, MO
Reiniger Jewelers Ballwin, the fifth location, is proud to be the neighborhood jeweler. With a casual yet sophisticated atmosphere, it offers both fun and fine jewelry at a range of price points—making quality accessible for everyone. Expert repair and restoration services are also available for cherished and heirloom pieces.
How Unique is Running Five Jewelry Stores?
Paul Reiniger ’s interview reveals it takes a special character to keep multiple stores up and running at once. Yet, RJO’s membership includes a number of jewelers who are busy with more than one store. More than a dozen members own three stores, but only a handful go beyond three. Below are those members who run four RJO-member stores, including one—Huntington Fine Jewelers in Oklahoma— who joins Reiniger’s in the Five-Store Club.
Five Stores
Huntington Fine Jewelers
Lantz & Lisa Smith
Oklahoma City, Midwest City, Yukon, Stillwater, and Shawnee, OK
Four Stores
Furnari Jewelers
Joe Furnari
Enfield, CT; Chicopee (2) and Holyoke, MA
James & Sons Fine Jewelers
Jim & John Sunderland, Gina Murphy, and Lauren Strissow
Tinley Park, Naperville, Orland Park, and Chicago, IL
Tena’s Jewelry & Gift Shop
Jerry & Mary Ann Robertson, Heather Cadle, Jeana Worley, and Sandra R. Brown
Hartwell, Athens, Washington, and Elberton, GA
NEW VENDORS
Black Forest
Joe Effertz Owatonna, MN (507) 451-6525
www.blackforestltd.com
Established in 1984, Black Forest is a leader in jewelry manufacturing for over 40 years. As a wholesaler, we work with distributors/retailers to help them meet the needs of their customers no matter how big or small the project might be. We specialize in corporate recognition pieces and scholastic and championship rings.
J. Frank Golden
Dena Golden Turner McDonough, GA (770) 946-9224
www.jfrankgolden.com
J. Frank Golden is a family owned and operated wholesale supplier of loose colored stones, serving the jewelry industry for more than 55 years.
JYE International
Charles & Jonathan Ueng, and Jennifer Chang Burlingame, CA (415) 621-8880
www.jyescorp.com
At Jye’s we pride ourselves in creating jewelry worthy of being passed down through generations. Each design reflects our commitment to superior materials, refined craftsmanship, and enduring beauty—crafted to complement the natural elegance of those who cherish them.
Platinum 1911
Troy Perkins Scottsdale, AZ (949) 903-1182
www.platinum1911.com
Platinum 1911 specializes in fine period estate jewelry, diamonds, gemstones, and watches. With a network spanning more than 20 years, we acquire some of the best fine jewelry estates that become available and pass on not only a piece of history, but also a tremendous value.
Sif Jakobs Jewelry
Ian & Jim Gonzalez Fairport, NY (585) 230-6186
www.sifjakobs.com
Sif Jakobs Jewelry is a beautifully designed collection of contemporary sterling silver jewelry. Fresh looks, excellent finishing, and guaranteed quality combine to make this affordable luxury brand a best-selling collection.
Sparkling Lab Grown Diamonds
Nirav, Shreni, and Swani Shah Los Angeles, CA (213) 804-7379
www.sparklingjewelry.com
Sparkling Lab Grown Diamonds is your go-to source for lab-grown diamonds and finished jewelry, offering unmatched value, fast shipping, as well as an extensive, ever-evolving selection across all categories.
Yezekyan Fine Jewelry
Nory, Christopher, & Nicolas Yezekyan Boca Raton, FL (561) 306-1817
www.yezekyanfinejewelry.com
Value-driven fine jewelry maker blending modern designs, offering high-quality competitively priced, everyday wearable and formal collections, and responsive customer service. Our #1 priority is our customers’ needs.
MILESTONES
Treavor Williams, team member at Marsden Brothers Promotions in Idaho Falls, ID, passed away on July 14, 2025. He was 46.
Our thoughts go out to the Williams and Marsden families.
CALENDAR
15 RJO Foundation Scholarship applications due
15–19 RJO Foundation Diamond Art Auction
22 First day of fall
22–25 Management Development Program (MDP)
23 All invoices must be received in the RJO office
NEW MEMBERS
Andrew Z Diamonds & Fine
Jewelry
(Third Location)
Scott Zychowski Scottsdale, AZ
Bishop Jewelers
Amando & Magdalena Perez Bishop, CA
Charland Jewelers
Mark Charland
Pittsfield, MA
Referred by Mark Kasuba
M. Edward Jewelers, Lanesborough, MA
Eden Jewelry & Repair
Michelle Hyler
Eden, NC & South Boston, VA
1 Yom Kippur begins at sunset
6 • RJO Foundation Board of Directors applications due
• RJO Next Gen Advisory Board applications due
• RJO VAC applications due
6–17 RJO European Rock Tour
10 All payments must be received in the RJO office
16 Boss's Day
20 Diwali
23 All invoices must be received in the RJO office
27–30 RJO NYC Vendor Tour
31 Halloween
Family & Co. Jewelers
Angelo Breaux, Jr Marlton, NJ
Referred by Bill Peak
Samuel B., Great Neck, NY
Geneva Jewelry
Alfredo Torchia Riverside, CA
Jerry’s Jewelers
Angie & Dominic Bellard Eunice, LA
Referred by Shon Graves
DC Creations, Renton, WA & Michael Graves
Kelly Waters, Boston, MA
Marion’s Jewelry
William Marion
Mount Airy, NC
Referred by Dennis Williams Lafonn, Cypress, CA & Linda Spil
Samuel Spil Company, Matthews, NC
Phillips Jewelers
Art Colaprete St. Mary’s, PA
South Miami Jewelers
Geoffrey & Ericka Muerrens Miami, FL
Sycamore Jewelers
John Cesar Gomez
Midlothian, VA
Referred by Kyle Pancis
Pancis Gems, Morris Plains, NJ
Wolf & Stag Fine Jewelry
LaTischa Franzmeier
Saint Croix Falls, WI
Wolf Fine Jewelers (Second Location)
Reuben Bibi
Atlantic City, NJ
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.