The independent voice for the industry since 1879
CANADIAN SHOW ISSUE 2016
Canadian Jeweller Magazine
ROUGH CUTS:
ALL THAT GLITTERS
Avant-garde elegance
EN FRANÇAIS
Fort et firm: Créer des lingots plus robustes
IF I COULD READ YOUR MIND
Carlo Scalzo Caprices Signé Scalzo
Use web surveys to understand your customers
THE WINNER’S CIRCLE
A Striking Symmetry
What has changed for these Awards of Excellence winners
CMCA AUDITED
4 2 7 0 9 01 3 | 9 2 0 Y O N G E S T R E E T S U I T E 6 10 T O R O N T O O N TA R I O M 4 W 3 C 7 / $ 2 5
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Departments
Contents
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16 EDITOR’S LET TER 18 CONTRIBUTORS
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20 WHAT'S ON 22 PRODUCT SHOWCASE
70 MARKETPL ACE
32 ON THE COVER: CAPRICES SIGNE SCALZO Carlo Scalzo’s balancing act between the modern Canadian market and his Italian heritage
76 ST YLE COUNCIL Looking effortlessly cool during the summer season
by Corrina Mosca
78 L AST WORD Pretty in Pink
GET THE NEWS AS IT HAPPENS! FIND IT ON OUR WEBSITE, NEWSLETTER AND BI-MONTHLY DIGITAL EDITION
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Features & Columns
Contents
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26 FEATURE: CANADIAN SHOWS PREVIEW Looking toward the Canadian trade shows 38 ROUGH CUTS: ALL THAT GLIT TERS Avant-garde elegance 44 COMPANY PROFILE: SOHO JEWELRY The Modern Connection by Cayla Ramey
46 FEATURE: IF I COULD READ YOUR MIND Using web surveys to find out what your client really wants by Joe Dysart
50 COMPANY PROFILE: TIME CENTR AL A Family Affair by Cayla Ramey
54 EN FR ANÇAIS: FORT ET FERME Réussir à créer des lingots forts au cours du processus de fabrication avec ces étapes by Christine Dwane
62 GEMS & GEMMOLOGY Out Of The Blue: Sapphires by Duncan Parker
64 ON DISPL AY How to nurture your clients by Larry Johnson
66 JVC REPORT Alarm Verification: What you need to know by John Lamont
56 FEATURE: THE WINNER'S CIRCLE These Awards of Excellence competitors took home the gold—here is how they're doing now.
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CJ Expos
TORONTO
International Centre Mississauga 6900 Airport Road, Mississauga, ON L4V 1E8 Sunday, August 7 to Tuesday, August 9 Events: ❯ Opening Night Reception Our Opening Night Reception will take place at the close of the first day, August 7th from 6 p.m. to 7:30 p.m. sponsored by Beverly Hills Jewellers and CJExpos. ❯ Lunch ‘N Learn Our extremely popular Lunch ‘N Learn returns to the show floor with seminars by Tom Kaufmann of TK Enterprises, and Robert Clarke and George Nassif of Flexiti Financial. Both seminars will focus on marketing strategy and sales tactics to increase your retail business. ❯ Live Gem Setting Display A live Diamond Setting Bench will be operating with Gerald Lewy of GEMZ Consulting Services providing instruction and demonstrations. ❯ Student Gallery We will be featuring a Student Gallery, displaying the works of some of Canada’s best and brightest Jewellery Design students from Ontario college and university design programs
EXHIBITORS AND BRANDS
AS OF JULY 5, 2016
- Adidas Watch
- Continental Geneve
- Ital Can
- S. Georgios Ltd.
- Affordable Creations
- Continental Pearl Canada Inc.
- Jade West
- Samsara Creations
- Almar Inc.
- Dancing Diamonds
- JohnnyB Jewelry
- Shelter of the Sun
- Amber Elegance
- Daniel Wellington
- Jewellers Vigilance Canada (JVC) Inc.
- Shiny Jewellers
- Americas GOLD
- Delmar
- Jewellery Business
- Silverman Chapman and Reese
- Anne Klein
- Diesel
- Jewellery Distribution House Inc
- Aria Jewelry Ltd.
- Disney- Ingersoll
- John’s Wholesale Jewelry
- Sindbad Inc.
- Armani
- DKNY
- Kate Spade
- SK Diamonds
- BellaStorm
- Donald A. Stuart Designs
- Kenneth Cole
- Skagen
- Best Bargains
- Elle/PAJ Canada
- Kin Chong Gems & Jewellery (Canada)
- Speciality Watch Resource
- Beverly Hills Jewellers Mfg Ltd
- Embix Watch Co.
- BKJ Canada
- Ferragamo
- LOKUS
- Steelex
- Blushing Bride
- Fervor Pte. Ltd
- Marc Jacobs
- STORM London
- Canada Pretty – All Porcelain
- Fire and Ice
- Maserati
- Superdry
- Forever Ice
- Michael Kors
- Swiss Military
- Fossil
- Michele
- Ted Baker
- Fossil Canada
- Nautica
- TK Enterprises Inc
- Canadian Jewellers Association
- Giovanni Vaccaro
- Perfect Together
- Truva Jewelry
- Carmen Jewellery
- Glendo LLC Tools
- Prisilla Hui Designs
- Versace
- Christian Dior
- Gold & Silver House Ltd.
- PUMA
- Versus Versace
- CJB Insurance
- Image Design
- R & G Jewellery and Accessories
- Zeghani by Simon G
- Claude Bernard
- Intergem Diamonds Ltd
- Roberto Cavalli by Franck Muller
- Zodiac
Decorations Inc - Canadian Jeweller Magazine (Rive Gauche Media)
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Inc.
Consulting
- Star Solitaire Inc
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EDMONTON
Shaw Conference Centre 9191 Jasper Ave. NW, Edmonton, AB T5J 1N9 Saturday, August 13 to Monday, August 15 Events: ❯ Opening Night Reception Our Opening Night Reception will take place at the close of the first day, August 13th from 6 p.m. to 7:30 p.m. sponsored by Beverly Hills Jewellers and CJExpos. ❯ CJA Ice Cream Cart The Canadian Jeweller’s Association will once again be providing complimentary ice cream to show attendees. ❯ Lunch ‘N Learn Our slate of seminar speakers will be announced soon!
EXHIBITORS AND BRANDS
AS OF JULY 5, 2016
- 925 Solutions
- Diesel
- Kenneth Cole
- Rodania Swiss
- Adidas Watch
- Disney- Ingersoll
- Kin Chong Gems & Jewellery (Canada)
- S. Georgios Ltd
- Affordable Creations
- DKNY
- Almar Inc.
- ELLE/PAJ Canada
- Korite International
- Sensations
- Anne Klein
- Embix Watch Co.
- Le Cirque
- Silverman Chapman & Reese Consulting
- Armani
- Empress Jewellery Canada Inc.
- Libman Designs
- Sindbad Inc.
- B&S (Canada) Inc.
- Ferragamo
- Manfred+Cracco Watches
- SK Diamonds
- Best Bargains
- FERVOR PTE. Inc.
- Maple Leaf Diamonds
- Skagen
- Beverly Hills Jewellers Mfg Ltd
- Fire and Ice
- Marc Jacobs
- Speciality Watch Resource
- BKJ Canada
- Fossil
- Maserati
- Spectrum Imports Inc.
- Blushing Bride
- Fossil Canada
- Max Strauss Signature Collection
- Steelex
- C.B.E. Inc.
- Gem Connection Ltd.
- Michael Kors
- STORM London
- Canadian Jeweller Magazine (Rive
- Giovanni Vaccaro
- Michele
- Sunflare Jewelry
- Image Design Jewellery
- Nautica
- Superdry
- Canadian Jewellers Association
- Iniut Ice Candian Diamonds
- Nordlights Jewelry Design Centre
- Swiss Military
- Carizza
- Jewelers Mutual Insurance Company
- Paragems
- Tecimer Jewellery Limited
- Perfect Together
- Ted Baker
Gauche Media)
- Carmen Jewellery
Inc.
Canada
- Samsara Ceations
- Christian Dior
- Jewelhouse Canada
- Promezza
- Truly Canadian
- Claude Bernard
- Jewellers Vigilance Canada (JVC) Inc.
- Pulse Diamonds
- Versace
- Continental Geneve
- Jewellery Business
- PUMA
- Versus Versace
- Corona Jewellery Company Ltd.
- John’s Wholesale Jewelry
- Pure White
- Wedding Bells
- Dancing Diamonds
- Juvite
- Rembrandt Charms
- X Jewellery
- Daniel Wellington
- Karat Imports (2012) Ltd.
- Roberto Cavalli by Franck Muller
- Zeghani by Simon G
- Delmar
- Kate Spade
- Rodania Canada
- Zodiac
SPECIAL EXPO FEATURES VIP Lounge This feature is open to all Canadian Jewellers Association members and select guests of participating exhibitors and Canadian Jewellery Expos. Complimentary beverages, snacks and a quiet respite are available to help you better meet with your business associates. Time Square A new feature on our floor at both Expos, Time Square is where you will find our largest collection of the leading watch brands and exhibitors.
Vaccaro Family Scholarship We have 17 entries in the Vaccaro Scholarship this year. This is the largest pool of entries we have had in our three years and we are very excited to see the Scholarship participation increase as it becomes a larger part of the college/university Jewellery Design scene. Stop by booth # 814 in Toronto and meet last year's scholarship winner Prisilla Designs, exhibiting and presenting her product for your review and consideration.
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EXPO PRESTIGE 2016
Palais des Congrès de Montréal 201 West Viger, Montréal, QC H2Z 1X7 Sunday, August 28 to Tuesday, August 30
Expo Prestige
FLOORPLAN
SEE PAGE 30 FOR EXHIBITOR LISTING
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GET THE NEWS AS IT HAPPENS! FIND IT ON OUR WEBSITE, NEWSLETTER AND BI-MONTHLY DIGITAL EDITION
Expo Prestige
EXHIBITORS AND BRANDS
AS OF JULY 5, 2016
- A.R.Z Crystals
711
- Colors of your Life
327
- Image Design Jewellery
323
- Prestige & Fancy Pak
- A.R.Z. Group Inc.
711
- Comete Gioielli
510
- Inverness
410
- Promo Inc.
411
- A.R.Z. Steel
711
- Connoisseurs
320
- Ital Can Inc.
211
- Pulse™
419
- Adora
405
- Continental Geneve
- Italgem Signature
510
- Q&Q
315
- Adoration™
419
- Continental Pearl Canada Inc.
227
- Italgem Steel
510
- Quiver
700
- Affordable Creations
326
- Corona Jewellery
419
- Italgem Steel Group
510
- R.S. Gem Connection Ltd.
822
- Almar Jewellery Inc.
418
- Créations Malo Inc.
405
- J Nuevo
813
- Ready Stock™
814
- Daniel Klein
315
- JAA Silvergems
201
- Re-Defined™ Enviromentally responsible 701
419
- Jewelers Mutual Insurance / Invessa 812
- Reign By PAJ
- Jewellers Vigilance Canada
119
- Renata
315
- Jewellery Business
328
- Rive Gauche Media
121
- Jewels 4 Ever
218
- RMR Inc.
515
218
- RNB Jewellery
319 619
- Anne Klein
101-105
101-105
627
604-605
- Aréli Design
305
- Danseur Nordique
- Aréli Ltée
305
- Delmar
- Argent & Co
427
- Diamants en Fête
- Artic Fox ™ Anti Tarnish Silver
814
- Disney
- Avi-8
819
- DT & Diamants Canadiens
419
- Jewels By Anita
- Azur
311
- Duets By Max Strauss
115
- Karat Sterling™ Sterling Silver Grain 701
- Rodania
- B&S (Canada) Inc.
115
- École de Gemmologie de Montréal
631
- Lady Dream
611
- Rodania Canada
- Bagues de Phalange
718
- Elle Time and Jewelry
- Laser Welder Evo by Orotig
727
- Roma 1947
- Banda Swiss
315
- Embix Cie D’Importation de Montres 101-105
- Laser Writer Series by Orotig
727
- Romeo J
819
- Bandini
315
- Emotion
505
- Livingstone Jewelry Co.
327
- Rousseau Chain Ltd.
700
- Begli
219
- Emozioni
510
- LokÙs, Bagues de Phalange / Midi Rings 718
- Rovani
315
- Best Bargains
218
- Empower Yourself
212
- LokÜs, Joaillerie Non Traditionnelle
718
- Samsara Creations Inc.
501
- Beverly Hills Jewellers Mfg. Ltd
527
- En Set Engraver
727
- Love in Motion
527
- Seasons™
419
- BFly
410
- Energizer
315
- Love Letters
419
- Silver & Co
427
- Bijouterie Almar Inc.
418
- Esca
611
- Lunica
811
- Silver & Co. Inc.
427
- Bijouteries du Québec
912
- Estoria™
419
- Mabensa Inc.
205
- Sindbad Inc.
101-105 419 101-105
604-605
619 604-605
719
- Bijoux Inox Jewellery Canada Inc. 300
- Eternal Flames™ Flammes Éternelles 419
- Madani
713
- Solus
101-105
- Bijoux Nona
619
- Eugene Gem Inc.
430
- Maple Leaf Diamonds
419
- Sothil
819
- BKJ Canada
611
- European Design
727
- Mardini
405
- Speedometer Official
- Blushing Bride
527
- Fervor PTE Ltd.
804
- Maserati
- Bouquet By Max Strauss
115
- Fila
- Bronzallure
320
- Fire and Ice Canadian Diamonds
527
- Butterfly™ Recycled Precious Metals 814
- Flica
- Cadoryn
212
- Flica Inc.
- Canadian Jeweller Magazine
121
- Carmen & Co.
221
- Casio - CBE Inc.
101-105
- Steelx
819 604-605
115
- Sterlium™ Sterling Silver Grain
- Max Strauss Signature Collection
115
- Storm London
101-105
219
- Midi Rings
718
- Superdry
101-105
219
- Miss Mimi
710
- Sylvéa Italy
711
- Flora
410
- Neos
211
- Tech-Emotion
505
- Forever Ice Canadian Diamonds
527
- Nomination Italy
819
- Tides of Love™ Marées de l’Amour 419
320
- Gilles Maynard Inc.
311
- Nordlights Jewelry Design Centre
813
- Trollbeads
705
511
- Giovanni Vaccaro
527
- Omor_ia
315
- U-Boat
819
- Certi_ié Or Canadien
419
- Gold & Silver House Ltd
811
- Orca™ Bonded Rings and Tube
814
- Umicore Precious Metals Canada Inc. 814
- CFM Production Ltd. / Madani
713
- Golden Diamonds By GV
527
- Orléan
315
- Chrysalis
320
- Gravograph
727
- Paj Canada Company
- CL
311
- Gravure Atlantic Ltée
415
- Paragems
- Classic
311
- Groupe Courchesne / Connoisseurs/Zinzi 320
- Classique
405
- Hera’z
- Collection Jean Langevin
505
- Collection MBS - Coloratura
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101-105
- Max Strauss - Designer Series ™
604-605
701
- United Precious Metal Refining Inc. 701 - Vogue Jewellery Design
211
111
- Wedding Bells
527
- Perfect Together
527
- Welder
819
611
- Pesavento
819
- Wind’s Embrace - Caresse du Vent
419
- Hirsch
320
- Piara by Elaine J.
- Zeghani by Simon
414
205
- Hot Diamonds
510
- Pierres de Charme
426
- Zinzi
320
115
- I Promise Canadian Diamonds
527
- Platinet™ Sterling Silver Grain
701
- Zor
405
604-605
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Cover Story
A STRIKING
S Y M M ET RY Carlo Scalzo’s balancing act between the modern Canadian market and his Italian heritage by Corrina Mosca
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Cover Story
DEEP IN THE HEART OF LAVAL, Quebec lies Caprices Signé Scalzo. This one-of-a-kind boutique offers an exclusive selection of Italian luxury brands, each of which helps to outline the retailer as a truly unique player in an extremely competitive industry. However, the most valuable gem found at Caprices is not set within one of the many “affordable luxury” goods that the retailer sells. Rather, the company’s most cherished commodity stands behind the counter.
the passion displayed by the owners. That was something that resonated deeply with me.” Seeing the dedication that these men and women held for both their patrons and their companies struck a chord with Scalzo. His unwavering commitment to his customers’ satisfaction began here. Through his observations and his experiences, he began to adopt the maxim that the client always comes first—a motto that he still holds firmly today.
From humble beginnings
Getting gutsy
Carlo Scalzo, founder of Caprices, is undeniably a force to be reckoned with in the industry. With his great passion for his customers, knowledge of his products and awareness of the market, he is able to offer a truly exceptional level of expertise to both his business and his clients. Of course, every powerhouse must be built brick-by-brick. Scalzo’s foundations lie within his homeland of Italy, with his path to success beginning at the age of 20 in 1988. At the time, Scalzo was working as a young sales rep for a local Italian distributor. “It fascinated me, this business,” recalls Scalzo. “When I walked into those jewellery stores, I was instantly struck with the glamour of the industry and
It was this passion that led him to establish Il Diamante, his first Italian retail location, in 1991. Whilst running his business, Scalzo was also making frequent visits to Canada, where he saw great market potential for Italian jewellery and watch brands. “At that time, the market in Canada was very conservative, especially in the minds of retailers,” says Scalzo. “And coming from Italy, I saw the opportunity to offer clients on-trend fashion jewellery, which was not widely available in Canada. While the Canadian market was—and is—very conservative for certain things, like engagement rings and anniversary gifts, customers want day-to-day jewellery that is not as conservative.”
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Scalzo saw this opening as a chance to offer the market a “fresh” take on luxury accessories. He moved to Canada in 2000, where he soon established Diamond 2 Scalzo Bros., a new venture in wholesale distribution. Since then, the company has become the exclusive Canadian distributor for several Italian brands, which include the likes of Meccaniche Veloci, Rebecca Jewelry, and Sector No Limits Watches. “I felt that I could add to the market something that would help the stores improve their sales by bringing in client- and market-appropriate products,” explains Scalzo. “It started with looking at and distributing brands that were the height of fashion—at that moment, it was about testing the market to see how these goods would be received.”
Running with giants However, establishing his reputation in the Canadian industry was no cakewalk. Marketing his lesser-known Italian lines to retailers was extremely difficult—at that time, many Canadian jewellers were focused on selling big-name brands to the country’s newest demographic: luxury consumers. “Most of the time, I had to play Boy Scout for many brands. Because, of course, the established luxury brands had been there for almost 15 years
prior,” he notes. “I used to go to stores, and I really had to try to open retailers’ minds—sometimes, I’d even take the risk and say, if you don’t sell this merchandise, I’ll take it back.” This heavy reliance on brand names—rather adherence to market demands—to attract customers “didn’t sit quite right” with Scalzo, he says. “A brand can only do so much: it only gives you potential. After that, if you don’t follow the needs of your clients, you can’t go very far.”
Have a little faith It is from this aspiration to cater to the desires of Canadian consumers that Caprices Signé Scalzo was born. The boutique, located right outside of Quebec’s Carrefour Laval, offers a fresh, smart and vast range of Italian luxury brands for all demographics. “You can’t just sell anything,” says Scalzo. “You have to be intuitive enough to try and cover different age and status groups. At the end of the day, the best advertising is on the wrist, the neck, or the ears of a person; if nobody is buying your products, nobody is wearing it.” By researching and handpicking each of the brands he carries, Scalzo not only ensures that his customers will be pleased: he also cultivates a deep per-
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Cover Story
“At the end of the day, the best advertising is on the wrist, the neck, or the ears of a person; if nobody is buying your products, nobody is wearing it.”
that Scalzo has emanated throughout his time in the industry. As Caprices moves forward, he hopes to continue growing in this manner, implementing new crowd-pleasing and undeniably unique Italian luxury goods in his store whilst sharing his love for the jewellery business with his clients. “There are centuries-old jewellery companies in Italy, and they’re still alive,” says Scalzo. “This is because they always have the courage to reinvent themselves, to always be current to the needs of clients.” Scalzo’s accomplishments go to show that while maintaining a strong sense of tradition is important in the building of a brand, jewellers must be unafraid of change in order to thrive in this industry. Cater to the ever-changing wants and needs of your clients while holding your heritage close, and you’ve got a winning formula for success. CJ
sonal belief in the worth and quality of the products he offers. In his eyes, this is what truly makes them sell. “Believing is something more deep; it’s not just about bringing your mind to believe in a product—it comes down to education,” he advises. “It’s about going to different jewellery shows around the world and seeing which goods echo not only their individual market, but also the global market. If people don’t change accordingly, they just create their own misery.” Scalzo adds that this belief needs to be conveyed and transmitted to the client, as well—without understanding the worth of the products being sold to them, customers will lack the passion and longing that are so integral in the purchase of luxury goods. “You need to explain your products to the client and genuinely listen to their needs,” he says. “Make them feel understood, and soon enough, they will bring their friends and their family—that’s how you generate more traffic into the store. If you want to build a loyal clientele, you need direct and meaningful contact with your clients.”
AT A GL A NCE
Client knows best
NAME: Caprices Signé Scalzo
Caprices’ staff has also been well-versed in the importance of building a strong client-jeweller relationship. He has a strong connection to his team, some members of which he has worked with since the establishment of Diamond 2. “I have been lucky to have a good staff behind me,” he says. “You can never just attribute success to one person—it’s the people that surround you.”
While Scalzo sincerely believes in constant evolution, education and reevaluation, his strongest ties are still those to his heritage. “Caprices is a modern Italian jewellery store,” he says. “I am proud to say this—no one else has that Italian touch, that ability to think outside of the box. Italy’s greatness in the jewellery business comes from its attention to the needs of the market.” It is this greatness, this consistent ability to adapt, overcome and innovate,
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LOCATIONS: 2504 Boulevard Daniel-Johnson, Laval, QC STORE SIZE: 2,20 square feet
Dont’ fear change
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OWNERS: Carlo Scalzo
STAFF: 5 KNOWN FOR: Attention to customer needs and striving to reach perfection in everything we do. COOL FACTOR: Genuine Italian flair
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