CJ January/February 2015

The independent voice for the industry since 1879

JANUARY/FEBRUARY 2015

Canadian Jeweller Magazine Geoff Bourdon: a jeweller DESIGNER with no boundaries PROFILE the best AWARDS OF Celebrating in the industry EXCELLENCE

CANADIAN TREASURE

Why do our consumers want Canadian diamonds?

EN FRANÇAIS Création Paul H fait peau neuve

PRECIOUS PEARLS

This classic continues to dominate the industry

Alex Kwong

Christine Jewellers

Marketing magic

Scan me to go to our website

CMCA AUDITED

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JANUARY/FEBRUARY 2015

The independent voice for the industry since 1879

Canadian Jeweller Magazine ESTA BLISHED 1879

Vol. 136 / No. 01

OLI V IER FELICIO

Phyllis Richard, Executive Director of Jewellers Vigilance Canada

LUC Y HOLDEN I R I N A LY T C H A K

"I started in this remarkable industry when I was 16 years old as a part-time salesperson for a major retail jewellery chain. How could I have known that this beginning would lead me on so many adventures and teach me so much?”

M AYA A K BAY SCOT T JOR DA N ERIN BOOTH KAITLIN YEP CONTRIBUTORS

Editorial Board

Publisher / olivier@canadianjeweller.com Associate Publisher / lucy@canadianjeweller.com Managing Editor / irina@canadianjeweller.com Editorial Assistant / maya@thergmgroup.net Art Director / scott@rivegauchemedia.com Production Manager / production@thergmgroup.net Junior Designer / kaitlin@rivegauchemedia.com Maria Laura Barreto, Véronique Dubé, Nikki Fotheringham, Ryan Holtz, Katie Huisman, Larissa Issler, Larry Johnson, John Lamont, Liza Marley, Duncan Parker, Todd Wasylyshyn

Jean-Christophe Bédos Birks, President & CEO

SALES LUC Y HOLDEN

Haigo Derian L’Oro Jewellery

Advertising Sales tel: 416-203-7900 x6117 / email: lucy@canadianjeweller.com

Gino DeVuono Movado Group of Canada HEAD OFFICE

Andrea Hopson Luxury Retail Executive

1235 Bay Street, Suite 400, Toronto, Ontario M5R 3K4 tel: 416-203-7900 fax: 416-703-6392

Paul Mcfarlane Chanel Canada

MELANIE SETH

Marco Miserendino Bijouterie Italienne P.M. Inc.

MONTREAL OFFICE

Controller & Operations / melanie@rivegauchemedia.com 230-2451 Chemin Lucerne, Montreal, QC H3R 2K5 tel: 514-381-5196 fax: 514-381-6223

Phyllis Richard Jewellers Vigilance Canada Inc. Mano Rupra TimeRevolution.com Beth Saunders Canadian Jewellery Group Sevan Titizian G.C. International Ltd.

SUBSCRIPTION RATES Canada — one year, $185; two years, $175; three years $160. United States — one year, US$205. Foreign — one year US$205 (Subscriptions include Buyers’ Guide issues.) 8% P.S.T. for Newfoundland, New Brunswick and Nova Scotia residents. Single copies — $25; Buyers’ Guide $40.

Bulk rate (Canada only, for six or more subscriptions) — $17.50 per subscription per year.

Steve Turac Turac Luxury Group Inc.

CHANGE OF ADDRESS

Moniruz Zaman The Bullion Mart Inc.

email: circulation@canadianjeweller.com telephone: 416-203-7900 fax: 416-703-6392 or send your cover label and new address to Canadian Jeweller 1235 Bay St., Suite 400, Toronto, ON. M5R 3K4 PUBLISHED BY THE RGM GROUP Canada Post Canadian Publications Mail Sales Product Agreement No. 40678000. The publisher does not assume responsibility for the contents of any advertisement; any and all representations or warranties made in such advertising are those of the advertiser and not of the publisher. The publisher is not liable to any advertiser for any misprints in advertising not the fault of the publisher and in such an event the limit of the publisher’s liability shall not exceed the amount of the publisher’s charge for such advertising. No portion of this publication may be reproduced, in all or in part, without the express written permission of the publisher. Canadian Jeweller magazine is pleased to review unsolicited submissions for editorial consideration under the following conditions: all material submitted for editorial consideration (photographs, illustrations, written text in electronic or hard copy format) may be used by Canadian Jeweller and its affiliates for editorial purposes in any media (whether printed, electronic, internet, disc, etc.) without the consent of, or the payment of compensation to, the party providing such material. Please direct submissions to the Editor, Canadian Jeweller. Return undeliverable items to Rive Gauche Media, 1235 Bay St., Ste. 400, Toronto, ON Canada M5R 3K4.

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January Is Repair Month Be ready

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Are you prepared? Statistics show that repairs make up a larger percentage of your total profits this month than any other time of year.

Shift your focus to experience maximum profits and efficiency.

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Start stocking all of your repair needs at Stuller.com/Repair or call 800-877-7777 today.

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Departments

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Contents 12 EDITOR’S LET TER 14 CONTRIBUTORS / BEHIND THE SCENES

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16 WHAT'S ON

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18 PRODUCT SHOWCASE

76 SHOWCASE / MARKETPL ACE

22 STAR WATCH These red carpet looks are all about shimmer, sparkle, and shine

80 ST YLE COUNCIL Lavish furs and diamond jewellery is just what your client needs

24 FOR THE RECORD News, trends and events

82 L AST WORD Wealth and whimsy: Stephen Webster

32 CJ GALLERY Jewellers' Ball attendees; Awards of Excellence judging; an evening of elegance at Bijouterie Italienne 38 ON THE COVER: CHRISTINE JEWELLERS A store that knows exactly how to navigate through social media to reach success

CJ en français 44 LES NOUVELLES

by Irina Lytchak

48 CRÉATION PAUL H FAIT PEAU NEUVE January/February 2015 cover photographed ^ Next issue spotlight:

by Katie Huisman

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Cavalier Jewellers

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ATTN: Elizabeth Valiaho, Production Manager • Rive Gauche Media • 60 Bloor St West Ste. 1106 • Toronto ON M4W 3B8

Sooner or later, the world’s most extraordinary gems will cross paths with

RaHul KadaKia. Here, Christie’s Senior VP, Head of Jewelry Americas, shares priceless insight into the jewelry business and the value of an expert education.

A master eye for gems … born or made? Coming from four generations of jewelers undoubtedly piqued my interest in this great business. But one needs to constantly train their eye by looking at gems – the more you learn, the better you will be at identifying and pricing gems, as well as being an effective salesperson and well-rounded businessman.

Something most people don’t know about you. GIA is what brought me to Christie’s. After studying in Santa Monica, I attended a GIA Career Fair where I had my first interview with the company.

Ok. Definitely a story there? I started work when I was 17 and five years into it, I thought I knew pretty much everything there was to know … until I enrolled at GIA. The Institute’s meticulous training and high standards exposed me to a whole new world of expertise.

Ultimate sales edge … emotion or expertise? Jewelry is an emotional shopping experience, but expertise plays a decisive role. It’s wonderful to show people a brilliant diamond, but it means more when you can follow up with a skillful explanation of the 4Cs exemplified in that particular gem.

Lean economy. Less jewelry? At the nexus of the downturn in late 2008, we sold the Wittelsbach Blue Diamond for $24 million, a world record price back then for any gem ever sold at auction. When you have great gems and jewels, the money makes itself available.

Any advice to the up and coming? Don’t lose the passion that brought you to this business, and above all, keep learning every day.

GIA gratefully acknowledges those who use our resources to further world expertise in gems. Invest in your success at www.giA.eDU

AGENCY: The Shand Group, Chris Weakley 805 969 1068 x113 ADVERTISER: GIA

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PRODUCTION CONTACT: Melissa Helvey 805 969 1068 x119 ISSUE: Canadian Jeweller

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Features & Columns

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Contents 52 FEATURE: WHEN DOES ST YLE COUNT ?

We investigate whether or not style trumps other factors in your jewellery store

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by Todd Wasylyshyn

56 FEATURE: A NATIONAL TREASURE The patriotic purchase; Canadian diamonds are quality conscience and completely dazzling

by Liza Marley

60 DESIGNER PROFILE: GEOFF BOURDON A small town jeweller who designs for the world

by Sarah B. Hood

62 2014 AWARDS OF EXCELLENCE Celebrating the very best in Canadian jewellery design, retailing, and watch brand innovation

70 FEATURE: PEARLS A classic item that continues to dominate the jewellery industry

by Duncan Parker

72 ON DISPL AY A rock in your pocket

by Larry Johnson

74 JVC COLUMN Are camera systems a deterrent to crime?

by John Lamont

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Editor’s Letter

Off to a strong start Irina Lytchak, Managing Editor

THIS IS AN EXTRA SPECIAL ISSUE of Canadian Jeweller Magazine because we are unveiling the much-awaited results of our 2014 Awards of Excellence competition. On page 62, you will find the winners as well as the runners-up for this edition of the contest along with beautiful photography of the submitted jewellery pieces by Larissa Issler. These awards are a reflection of so much of the talent that still lies undiscovered within our industry as well as a celebration of some of the most prominent designers in our midst that have built up a solid reputation throughout the years.

For this issue’s cover, we are featuring Richmond, B.C.’s Christine Jewellers. The west coast retailer has been enjoying quite a bit of success as a result of its online and social media efforts. You can find the cover story on page 38 shot by the super talented Katie Huisman. Be sure to also visit us online at canadianjeweller.com in the coming weeks for a behind-the-scenes video of the shoot!

During my time in Edmonton for the CJ Expos show this past summer, I had a number of jewellers ask me about Canadian diamonds and why there is such a growing demand for them by both Canadian and international consumers. That’s why I enlisted Liza Marley to investigate why our diamonds are becoming so popular in ‘A national treasure’ on page 56.

This past summer, I also had the pleasure of meeting with an extremely talented jewellery designer hailing from B.C. at the 2014 JCK Las Vegas show.

Not only is Geoff Bourdon of Woodland Jewellers a talented designer but he’s also very involved with his community, having just finished serving his second term as city councilor. I really wanted to share his story with you so be sure to turn to page 60 for Sarah. B. Hood’s profile on this jeweller extraordinaire.

And finally, remember that I’m all ears to your questions and concerns about our industry. Please never hesitate to reach out and happy reading! CJ

Photograph by Jacqueline Hornyak

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Katie Huisman

Katie is a photographer based in Vancouver, B.C. When she’s not busy shooting advertising and editorial work for her Canadian client base, she enjoys cycling around the city, avidly running in Stanley Park or traveling south in search of warm surf. Katie shot this issue’s stylish cover and cover story on page 38.

Duncan Parker

Not only is he VP and jewellery specialist at Dupuis Auctioneers in Toronto, but Duncan Parker is also president of The Canadian Gemmological Association and Jewellers Vigilance Canada. An educator in gemmology and jewellery, Parker has worked with jewellery for over 25 years. If anyone is qualified to be our gemology columnist, it’s him. Read his take on today’s pearl industry on page 68.

Todd Wasylyshyn

Having joined the jewellery business back in 1987 as a sales clerk, Todd has since worked as a gemmologist, insurance specialist, manager and owner. Currently working as a Canadian sales representative, Todd is also an avid blogger who writes for The Toddwaz Report blog aimed at retail jewellers. Check out his feature on the importance of style when it comes to retail on page 52.

Contributors

Behind the Scenes For this issue, we went back to the west coast to cover Christine Jewellers’ success in the industry. Located in Aberdeen Centre in Richmond, B.C., this jewellery retailer has been building a solid reputation for itself since 2006 and owner Alex Kwong, along with his brother Andrew, hopes to see expansion in the near future.

Once again, we got in touch with the extremely talented Katie Huisman to shoot Alex for the cover and the stunning store for the inside spread. Katie did an exceptional job capturing the refined Kwong family and the stylish interior of the store.

It is our absolute pleasure to have Christine Jewellers join our roster of Canadian Jeweller Magazine cover retailers. CJ Be sure to check out the digital edition and canadianjeweller.com to view a Behind the Scenes video of this shoot!

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Jewelry with the

moves

moving centre stone to your Heart Beats...

Rousseau Chain is the exclusive

Canadian distributor and patent holder for tuning fork mechanism 1-800-661-4460

New Styles Coming Soon

What’s On

Gear up for the new year by staying informed on what shows are bound to be the biggest hits in 2015.

The following is a list of key dates, location and contacts for the top shows around the world in the coming months to make YOUR life easier:

Trade Shows

Also, be sure to check out canadianjeweller.com for an online calendar listing the major shows for 2015.

February:

March:

February 1 – 3: Antwerp Diamond Trade Fair (Antwerp, Belgium)

March 3 – 6: Asia’s Fashion Jewellery & Accessories Fair (Hong Kong)

antwerpdiamondfair.com

asiafja.com

February 1 – 5: International Fashion Jewelry & Accessory Show (Orlando, USA)

March 4 – 8: Hong Kong Convention and Exhibition Centre (Wan Chai, Hong

ifjag.com

Kong) hktdc.com

February 1 – 5: Spring Fair International 2015 (Birmingham, UK)

March 5 – 8: Best Adornments of Russia (Moscow, Russia) junwex.com

jewelleryandwatchbirmingham.com

March 8 – 10: MJSA New York (New York, USA) mjsa.org

February 2 – 7: JCK Tucson (Tucson, USA) tucson.jckonline.com

March 12 – 15: Istanbul Jewelry Show (Istanbul, Turkey) ubmrotaforte.com

February 3 – 8: AGTA Gemfair Tucson (Tucson, USA)

March 13 – 15: The Gem Expo- Spring (Toronto, Canada) thegemexpo.com

www.agta.org/gemfair-tucson.html

March 18 – 21: XII International Baltic Jewellery Show ‘Amber Trip’ 2015

February 4 – 6: Centurion (Scottsdale, USA) centurionjewelry.com

(Vilnius, Lithuania) ambertrip.com

February 6 – 9: New Orleans Gift and Jewelry Show (New Orleans, USA)

March 19 – 26: Baselworld 2015 (Messe Basel, Switzerland) baselworld.com

helenbrett.com

March 23 – 24: International Watch and Jewelry Guild Show (Las Vegas, USA)

February 13 – 17: Ambiente 2015 (Frankfurt, Germany)

iwjg.com

ambiente.messefrankfurt.com

March 22 – 25: Quebec Gift Fair (Montreal, Canada) cangift.org

February 20 – 23: Inhorgenta 2015 (Munich, Germany) inhorgenta.com

March 22 – 25: Jewellery & Gem Fair (Freiburg, Germany)

February 20 – 23: 8th Signature show (Mumbai, India) iijs-signature.org

jewellerynetasia.com

February 22 – 25: Alberta Gift Fair (Edmonton, Canada) cangift.org

March 25 – 28: Amberif-International Fair of Amber, Jewellery and Gemstones

February 23 – 24: International Watch and Jewelry Guild Show (Dallas, USA)

(Gdansk, Poland) amberif.pl

iwjg.com

March 28 – 29: Pier Antique Show (New York, NY) usantiqueshows.com

February 25 – 28: Feninjer (Sao Paulo, Brazil) ibgm.com.br/site/

March 31 – April 4: 38th MidEast Watch & Jewellery Show (Sharjah, UAE)

February 28 – March 2: Atlanta Jewelry Show (Atlanta, USA)

mideastjewellery.com

atlantajewelryshow.com February 28 – March 1: Australian Jewellery Fair (Gold Coast, Australia)

April:

jewelleryfair.com/au/

April 9 – 12: Junwex Ekaterinburg (Ekaterinburg, Russia) junwex.com April 17 – 19: Mid-South Jewelry and Accessories Fair (Memphis, TN) helenbrett.com

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The Heart & Soul of Wedding Bands

The more things change the more they stay the same.

Atlantic’s commitment to quality never changes.

Seamless tubing blanks, diamond cut. Available in Sterling silver, 10K, 14K, 18K, 19K, & platinum.

Sales rep BC, AB, SK, MB: Intermerge Harry & Ellen Venema tel: (877) 885-2706

www.atlanticengraving.com 1435 St. Alexander #455 - Montreal, Qc. T: 1 800 267 7823 ~ 514 845 8257 E: info@atlanticengraving.com atlantic_Ad-SinglePage.indd 1

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Product Showcase

Nova

Diamonds

This 45-gram swirl of diamonds is full of shimmering comfort.

Studded with small, but precious VS-SI clarity stones, the precision setting is sure to impress. Nova specializes in high quality, high precision jewellery with an emphasis on diamonds. This rosebud bangle is just one beautiful creation from a wide selection of stunning bracelets. Retail price: $25,250.tools to educate customers about how GIA grades the 4Cs and offers direct access to GIA’s online database of GIA reports.

Thomas Sabo From aqua to sapphire – be enchanted by the glowing blue hues of the radiantly beautiful jewellery from our new Glam & Soul Collection. Visit www.thomassabo.com for more details.

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Elle Time and Jewelry ELLE Time and Jewelry’s philosophy is to bridge the gap between the contemporary and the classic; to merge modern with timeless. ELLE Time and Jewelry is more than just accessories. We believe that ultimately jewellery should be a personal expression, a way of celebrating a women’s unique and beautiful individuality. Featuring ELLE Time and Jewelry’s “FLORABELLA” – luxurious two-tone elegance!

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Product Showcase

Lotus

Jewellery New from Kameleon Jewelry®, the Winter 2015 release includes these stunning sterling silver jewelLEry pieces and a selection of colorful JewelPops® finely crafted in cheerful enamels, dichroic glass, CZ and Swarovski crystals. Visit us online at jewelpop.com or call 1-866-4314484 for more information.

GIA Introducing the GIA 4Cs App – Retailer Edition for iPad. GIA is using the latest technology to help educate and engage consumers in a conversation about the 4Cs of diamond quality.

Designed to be used at point of sale, the app features video and interactive tools to educate customers about how GIA grades the 4Cs and offers direct access to GIA’s online database of GIA reports.

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Stuller Today’s customer wants to be involved in creating a truly individual piece. Stuller has a variety of flexible styles designed to offer more choices, more flexibility and more way to customize designs. Learn more at stuller.com/3C.

Atlantic

Engraving New from our Passion Noir Collection, a gentlemen’s and ladies’ matching duo of a 10k white gold, 6mm comfort fit set with 4 x 0.015cts and a 14k red gold comfort fit set with 4 x 0.01cts, diamond cut on seamless tubing blanks.

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Sequins and shine

Star Watch

Many Hollywood celebs paid homage to the New Year’s sparkling spirit by donning sequins, gold and diamond encrusted accessories that one can only dream of.

Glitz n’ Glam Elisabeth Rohm stole the spotlight when she showed up at the People's 'Ones to Watch' event in Los Angeles. The lovely star donned a glistening black ensemble paired perfectly with a pair of bright red pumps and red clutch. She didn’t miss a beat with a pair of gold Jack Vartanian earrings ($9,500) complete with tassels — one of the season’s hottest jewellery trends.

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Brunette Bombshell

Sensuous Siren

Vanessa Hudgens stunned fans with her elegance and style when she showed up the 'Gimme Shelter' premiere at Le Grand Rex in Paris.

The petite actress walked down the red carpet in a Naeem Khan sapphire linear beaded slip gown from the Fall 2014 collection, which she accessorized with a ravishing pair of Amrapali diamond earrings ($10,370).

Jennifer Lopez made an elegant entrance when she arrived at the LACMA Art and Film Gala honouring Barbara Kruger and Quentin Tarantino presented by Gucci in Los Angeles.

The vivacious singer wore a deep blue scintillating Gucci gown covered in rhinestones with a plunging neckline and completed her look with a sculpted pair of Jorge Adeler diamond earrings ($13,906).

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BUBBLES COLLECTION

Inquire 866-837-3553 • reign@paj.ca

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For The Record

News/Trends/Events Global News spotlights Manitoba jeweller’s unique pieces Winnipeg’s local jeweller Justine Routhier and her one-of-a-kind jewellery collection Enchanted Forest Jewellery were recently featured on Global News’ online medium.

Routhier told Global, “I think, really, it could signify so many different things, [or] life in general. It could signify family. I make family trees of life.”

The designer is known for creating tree of life necklaces that feature various gemstones and unique designs. Routhier also creates pieces with family birthstones and has recently expanded her inventory to include holiday-themed and festive jewellery.

“I love making jewellery, especially tree of life necklaces. I spend hours working with wire, arranging the best stones, and making everything to my standards,” she says. “They’re one-of-a-kind pieces that can proudly show your family’s birthstones or just simply be a beautiful fashion piece.”

Keith Penton and Elie-Anne Caya

Jewellery designer first to receive license from City of Vancouver Designer Susan Fiedler has unveiled a fundraising initiative called the East Van Cross Project that will benefit Pivot Legal Society, a leading Canadian human rights organization that uses the law to address the root causes of poverty and social exclusion in Canada. The project is inspired by the Monument for East Vancouver sculpture, which was created by Ken Lum from a graffiti symbol that has been in existence for several decades.

Fiedler is the first person to be granted a license from the City of Vancouver to reproduce the iconic East Van Cross in the form of jewellery.

“I have always loved the Monument For East Vancouver,” says the designer. “It is emblematic of East Van. I wanted to find a way to link the power of that emblem with the incredible work done by Pivot Legal Society. My experience with the F-Cancer initiative has shown me that I can put my connections and design skills to good use in the world. I am honoured that the City of Vancouver supported my vision and granted me the license to use the artwork.”

Katrina Pacey, executive director of Pivot Legal Society, says, “We are so excited and honoured that Susan has chosen our organization and the community we work with as the beneficiaries of her amazing art. The Monument for East Vancouver is an icon of the neighbourhood. It represents the place so many of our clients call home. Susan’s generosity will help us to continue to fight for the rights of marginalized people in this community.”

The first East Van Cross Pendant was auctioned off at Pivot Legal Society’s annual Passion for Justice fundraising event in November. Pendants are now available for pre-order at www.eastvancrossproject.com for $150 to $325 and $25 from each pendant sold will be donated to Pivot Legal Society.

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Montreal School of Gemmology student rewarded with Christie’s Prize The Montreal School of Gemmology (EGM) has awarded a student with the prestigious Christie’s Prize for Gemmology award. It’s annually awarded to those who have taken the Gemmological Association of Great Britain’s (Gem-A) Diploma exams and has gotten the best results.

The student, Elie-Anne Caya, received her award at the annual Gem-A graduation ceremony located at the Goldsmith’s Hall in London by Christie’s director Keith Penton. Caya will receive gemmological instruments worth £500.

“It has already been 15 years since EGM started offering preparatory classes for the Gem-A exams. We have had students come here from around the world and each year our student’s results are amongst the best,” says Odile Civitello, president and founder of EGM.

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For The Record

This year marks the Canadian Jewellery Group’s fourth edition of raising money for Ronald McDonald House Charities Canada through the association’s annual Buying Show, which takes place every August in Toronto.

This year, the CJG raised around $16,800 through a silent auction and the scrap gold donated by participating retailers and suppliers during the Buying Show.

The money raised has been evenly divided between fourteen Ronald McDonald locations across the country and various jewellery industry members were selected to deliver the cheques on behalf of the CJG. “It’s something that I think both the members and the suppliers can appreciate and I think that’s what makes it so successful,” says Beth Saunders, executive director of the CJG. “The houses are right across the country and [the fundraiser] benefits from east to west of our membership and that’s why we do it.”

Mike Lawlor of Lawlor Jewellery in Stettler, Alberta, was one of the jewellers chosen to deliver a cheque for $1,200 on behalf o the CJG to the Ronald McDonald House in Red Deer, Alberta .

“I was able to tour the whole house and see the kind of facilities they offer families,” says Lawlor. “It’s so valuable to have those kind of facilities in our area. I think it’s a wonderful initiative and I hope to grows with every year.”

The following is a list of the Ronald McDonald Houses across Canada that will receive donations from the CJG this year and the presenters.

• Ronald McDonald House Newfoundland and Labrador, St. John’s, Nlfd – Richard Rooney of Bogart’s Jewellers • Ronald McDonald House Atlantic Canada, Halifax, NS – Peter Herbin of Herbin’s Jewellers • Ronald McDonald House Quebec City, QC – Danielle Blier of Bulova • Ronald McDonald House Montreal, QC – Darren Dubrovsky of Empress Jewellery • Ronald McDonald House Ottawa, ON – John Anderson of Davidson’s Jewellers • Ronald McDonald House Toronto, ON – Katie Taylor of Taylors • Ronald McDonald House Hamilton, ON – Brian VandenDool of VandenDool Jewellers • Ronald McDonald House Southwestern Ontario, London, ON – Dennis O’Neil of O’Neils Fine Jewellery (or Glen Van Valkenburg) • Ronald McDonald House Manitoba, Winnipeg, MB – Jeremy Epp of Independent Jewellers • Ronald McDonald House Saskatchewan, Saskatoon, SK – Cameron Kripki of Bateman Jewellers (or Dennis Heinrichs) • Ronald McDonald House Southern Alberta, Calgary, AB – Elyse Austen of Austen Jewellers • Ronald McDonald House Central Alberta, Red Deer, AB – Laura Nederlof of Clowes Jewellers (or Mike Lawlor) • Ronald McDonald House Northern Alberta, Edmonton, AB – Mary Martin, Crowleys Jewellers • Ronald McDonald House British Columbia, Vacncouver, BC – Steve Parker of Customgold Mfg.

Canadian government unveils ruling to investigate cases of price discrimination

Nouvo Mode to represent distribution for Frederick Goldman Inc. in Canada

The Canadian government is unveiling a legislation that will give the Competition Bureau the ability to investigate cases of price discrimination across the country.

According to Industry Minister James Moore, the proposed price transparency act is aimed at ending the unjustified price disparities between Canada and the U.S., specifically on items that are priced different based on the country they are sold in. Moore also says that that the bill has the support of the Retail Council of Canada and Canada’s largest consumer groups.

The Conservatives previously vowed to limit the price difference between the two counties after Canadian consumers have been speaking out about paying more than their American neighbours for the same items.

Moore said in a press conference, “It’s called geographic price discrimination. A more blunt way of putting it is to call it … price gouging of Canadian consumers because of where Canadians live. These price differences are real, they hurt the bottom line of hard-working families, and they hurt Canadian retailers who have to absorb this cost of unfair pricing.”

Frederick Goldman Inc., one of the largest manufacturers of wedding, bridal and men’s jewellery in North America, has named Nouvo Mode as Canadian sales and distribution representative for its Goldman, ArtCarved, and TRITON brands.

Nouvo Mode, a full service sales and marketing group that launched in 2007, has had a very vital role in the development and growth of designer brands within the luxury market. The company currently works with names like Alex and Ani, Ernst Benz, Breuning and more. The partnership with Frederick Goldman is set to begin January 2015.

“As we continue to grow our market in Canada, we are excited to announce a new partnership with Nouvo Mode to help maximize sales, marketing and distribution of the Goldman, ArtCarved, and TRITON brands,” says Jonathan A. Goldman, Frederick Goldman Inc. chairman and CEO. “We look forward to tapping into their expertise with luxury brands to expand our presence and engage with new customers and retailers.”

Mike Lawlor (Left)

CJG raises money for Ronald McDonald charities across Canada

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Backes & Strauss continues collaboration with English National Ballet

Garnet Irving of CJ Expos, Fiona Maclean, and Lilie Ford of CJ Expos

Winner of inaugural Giovanni Vaccaro Family Scholarship announced The 2014 Vaccaro Family Scholarship was won by Fiona Maclean of Vancouver Community College, which was announced at the 2014 Jewellers’ Ball held on November 22 in Toronto.

Maclean was on hand to accept her prize, which also included a ticket to the ball and a flight to Toronto from Vancouver. She is currently a second-year Jewellery Design student at the college, having won the prize as a first-year.

The winning piece designed and crafted by Maclean is an intricate silver floral headband.

The scholarship was graciously donated by Beverly Hills Jewellers’ Giovanni Vaccaro as a reward for outstanding jewellery design and metalsmithing.

Maclean will also be given a booth to display her own designs at the upcoming Canadian jewellery trade shows.

Jewellery designer Scott Kay has passed away Scott Kay, a very prominent name in today’s international jewellery industry, has passed away on December 4 at the age of 57 after suffering a heart attack.

Mr. Kay is survived by his three children and Regina, his wife of nearly 30 years.

At the moment, the Scott Kay brand is undergoing a restoration and image uplift by hiring a new CEO and taking on more industry talent.

The company briefly shut down its doors until December 8 in order to mourn the loss of Mr. Kay. The celebrity jeweller is credited with reviving platinum and became recognized after being admired by celebrities like Gwyneth Paltrow, Heidi Klum, Salma Hayek, and Michael Jackson.

Mr. Kay was committed to attention to detail and personal and religious themes in his pieces and will be remembered for his huge heart and passion for the jewellery industry.

“We are heartbroken for his loss,” the family wrote on the Scott Kay website. “He was and always will be a loving husband, a championing father, and an incredibly talented artist whose creativity touched the lives of many. We are comforted in knowing Scott will continue to be with us forever through his larger-than-life spirit.

London-based diamond and watch company Backes & Strauss has renewed its partnership with the English National Ballet for a second year.

The venture between the two organizations began with Artistic Director for the English National Ballet, Tamara Rojo, endorsing Backes & Strauss’ Victoria Collection.

Rojo will continue serving as brand ambassador for Backes & Strauss, which created a short film entitled ‘Renaissance’ staring Rojo and its own watch pieces to celebrate the partnership.

“As a company proud of its British heritage, we are thrilled to continue our partnership with English National Ballet and Tamara Rojo,” Vartkess Knadjian, CEO of Backes & Strauss, tells JCK. “I am delighted to be an ambassador for Backes & Strauss, and English National Ballet is enormously grateful for its support,” Rojo told JCK.

EGM student awarded Chubb Prize for Excellence Montreal School of Gemmology (EGM) has given the Chubb Prize for Excellence to student Alice Renfer, who has passed the Gem-A Diploma Preparatory course and the EGM Gem and Jewellery Appraisal Course with flying colours. This marks the second time that an EGM student has been honoured with the award.

Gemworld International President Mr. Richard Drucker awarded Renfer with the prize at the EGM reception on November 3 in London, alongside other students graduating from the program. The prize was sponsored by insurance firm Chubb.

EGM’s Gem and Jewellery Appraisal Course is nationally and internationally recognized for teaching students proper training and code of conduct.

“This course is an intensive and demanding program with an emphasis on practical hands-on exercises, designed to prepare gemmologists for the particular challenges of appraisal work,” says Odile Civitello, president and founder of EGM.

Richard Drucker and Alice Rehfer

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For The Record Habib Malo

Quebec Jewellers Corporation appoints Habib Malo as president The Quebec Jewellers Corporation (QJC), or CBQ, has named Habib Malo of Malo Creations as president, replacing André Marchand, who is leaving to focus more on family and health.

“Thanks in part to his hard work and charisma, [André] was able to help position QJC to ensure its credibility among both consumers and other organizations, such as the Office of Consumer Affairs and Ministry of Industry,” says Quebec Jewellers Corp. in a statement.

“We thank [André] for his involvement and all of his accomplishments and wish him a well-deserved rest. He will always be welcome at the QJC.” Malo, who has been a member of the executive committee for 20 years, is co-owner of the Laval-based company Malo Creations. Today, Malo Creations manufactures wedding bands, engagement rings, and eternity rings but started out in the retail sector when the Malo family immigrated to Canada from Turkey.

Malo Creations also manufactures and distributes Candy Ice, a line of interchangeable jewellery.

The other members of the executive committee serving with Malo include Carmen Rivet, Robert Beaulne, Normand Roy, Pierre Tremblay, Stéphane Lavoie, Simon Marcil, Gary Dubrovsky, and Denis Lafontaine. Véronique Guérin will serve as an observer.

Mimran Group Inc. and Gem Star Inc. sign global licensing agreement for Alfred Sung fine jewellery Diamond Bourse of Canada member, Bhushan Vora of Gem Star Inc., has announced that Mimran Group Inc. and Gem Star Inc. have signed a global licensing agreement for Alfred Sung fine jewellery.

Gem Star will now be responsible for rolling out international campaign featuring the Alfred Sung brand for a bridal collection and other jewellery pieces.

“I am delighted to design and sign a luxury collection of jewellery that is an expression of personal style and worthy to be treasured a family heirloom,” says Chinese-born Canadian fashion designer Alfred Sung.

“The marriage of a Canadian designer and Canadian diamonds excites us as a unique calling card to the world,” says Bhushan Vora, president and founder of Gem Star Inc. “This product category compliments our bridal collections and enhances our brand reputation internationally. We’re thrilled to be working with Mr. Vora and his team of experts on this exciting initiative,” says Saul Mimran, president of Mimran Group Inc., worldwide owner and licensor of the Alfred Sung brands.

Myerson’s Ltd. appoints Camla Baig as new custom design client services coordinator Toronto-based custom jewellery manufacturer Myerson’s Limited is pleased to announce that Camla Baig has been added to the Myerson Team.

Camla joins Myerson's from Master Design Jewellery Ltd. - Div. Martin Ross Group and brings over 16 years custom design experience to her new role as custom design client services coordinator.

Established in 1883, Myerson’s specializes in manufacturing custom design fine jewellery, sourcing loose stones and servicing all fine jewellery repairs.

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Our columnist talks jewellery on Breakfast Television Edmonton Our very own Marketing Columnist Ryan Holtz was featured in a recent episode of Breakfast Television Edmonton to talk about the shopping frenzy of Black Friday and to go over some of the hottest must-haves for the season, including jewellery from King’s Fine Jewellery in Edmonton.

Holtz chatted with show host Ryan Jespersen about shipping and marketing tactics as well as showed off some beautiful gift ideas from Holt Renfrew, Kings Fine Jewellery, Alex and Ani and Best Buy. “I chose to do a lifestyle segment showcasing retail items that are highly sought after,” Holtz tells Canadian Jeweller Magazine. “Jewellery is a top item that retail shoppers seek when shopping on Black Friday. The goal of the segment was to give some marketing tips for both retailers and consumers.”

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For The Record

Corona commits to offering Libman Collection to industry

Canada’s Philip Bouasse wins award from CPAA for two consecutive years Jewellery designer Philip Bouasse of Montreal has won one of the top prizes at the Cultured Pearl Association of America’s (CPAA’s) 2014-2015 International Pearl Design Competition (IPDC) for a second year in a row.

Bouasse’s ‘State of Grace’ necklace claimed the top spot in the ‘Wedding Day Pearls’ category.

“We are very happy with the success of our fifth annual competition,” says Peter B. Bazar, president of the CPAA. Last year, Bouasse received the International Brilliance Award and today, he is a freelance jewellery designer and a branding consultant in Montreal, Paris, and Hong Kong. He was trained in jewellery at Ecoles de la Rue du Louvre in Paris, France and has since become an experienced and multi award-winning, independent designer and lecturer and frequently collaborates with Swarovski for the brand’s annual GemVisions book of trends.

“Throughout history, pearls have been at the height of wedding fashion,” says Bouasse. “Historically, pearl is considered the wedding gem as a symbol of love, fertility and prosperity.”

Corona Jewellery Company has announced that it will continue to carry on Libman & Co.’s legacy.

Earlier this year, the Companies’ Creditors Arrangement Act (CCAA) filing of the Martin Ross Group sent shockwaves through the Canadian jewellery industry, leaving the future of Libman hanging in the balance.

But now, Corona is set on offering the entire Libman Collection to the rest of the industry, including the designs that were created and made available

by Libman under Inuit Ice and the previously licensed Alfred Sung and ForeverMark labels.

“Corona is concluding arrangements to be able to facilitate the offering of the entire Libman Collection to the industry,” says Corona President John Minister. “Having been a direct competitor to Libman since my start in the industry in 1972, they have always been known as one of the highest quality manufacturers in Canada and I’m honoured to continue the Libman brand.”

The plans for Libman are still in the developmental stage according to Minister, and Corona hopes to start taking orders as early as the middle of January 2015.

Ryan Gonçalves appointed president of The Time Shop, Time Central, Watchdials.com The Time Shop CEO Joseph Gonçalves is pleased to announce that his son Ryan Gonçalves has been appointed president of The Time Shop, Time Central, and Watchdials.com.

Andrew Gonçalves has been appointed Operations Manager of Watchdials.com and Leslie Gonçalves is now Operations Manager of Time Central Ltd. The Gonçalves’ would like to thank all of their customers and suppliers for making this possible and for sharing their belief in customer service.

Time Central takes pride in modeling its watch repair department after some of the top Swiss manufacturers in the world.

The Time Shop at Hudson’s Bay is located in all major mall locations across Ontario and was established to meet the service needs of watch and jewellery owners.

Watchdials.com is a division of Time Central Ltd. and specializes in printing or embossing custom logos and artwork on almost any delicate surface.

Inhorgenta Munich appoints new exhibition director Stefanie Mändlein has been appointed exhibition director of INHORGENTA MUNICH as of January 1, 2015.

Mändlein is a business graduate and the successor of Renate Wittgenstein, who has been in the role of product manager at Messe München for three years.

Wittgenstein will continue working with INHORGENTA MUNICH as an external advisor.

Klaus Dittrich, Chairman & CEO of Messe München GmbH states: “We are much obliged to Ms Wittgenstein for her valuable initiative to modernize and further develop INHORGENTA MUNICH. This is exactly why we had engaged her. At the same time, I am delighted that we have found an internationally experienced successor who is most familiar and ideally networked with the industry in order to fill the responsible position of Exhibition Director. I am convinced that with Stefanie Mändlein we will continue to expand the position of INHORGENTA MUNICH as an international industry platform.”

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Georgia May Jagger

CONTACT: 1 800 361 4611 INFO@THOMASSABO.CA

WWW.THOMASSABO.COM

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A night of excellence at the annual Jewellers’ Ball THANK YOU to Jewellers Vigilance Canada (JVC) for allowing Canadian Jeweller Magazine be a part of another successful edition of the annual Jewellers’ Ball!

“JVC has been hosting the Jewellers’ Ball for over 15 years,” says Executive Director of JVC Phyllis Richard. “It is JVC's main fundraiser. All I can say is that many guests called it “the best ball ever!” Thank you to all who attended and to the amazing sponsors of the evening.”

This year’s black tie event was held at The Omni King Edward Hotel in downtown Toronto this past November.

The evening included a cocktail reception and silent auction in the hotel’s Vanity Fair Foyer, followed by dinner and a presentation of the Vaccaro Family Scholarship in the Vanity Fair Ballroom.

Guests were treated to dancing and live music by Saturday Night Jive.

The night was generously sponsored by Diamond Category Sponsors Jewelers Mutual Insurance Company and Umicore Precious Metals Canada Inc., which

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was also celebrating its 100th anniversary. The Silver Sponsors for the evening were Canadian Jewellers Association (CJA), CJ Expos, Citizen Watch Co. Canada, and Corona Jewellery Company.

Other sponsors of this years ball included 925 Solutions, Access Security Products, Anne Sportun Fine Jewellery, Angus Glen Golf Club, Best Bargains, Beverly Hills Jewellers, Canadian Jeweller Magazine, Canadian Jewellery Group, Carleen Ross, Charm Diamond Centres, CJB Insurance, Directions Marketing, Dupuis Fine Jewellery Auctioneers, ELLE Jewelry & PAJ Canada, Fiori Canada, Georgian College, Gunther Mele Ltd., Gucci Watches and Jewellery, International Gemological Institute, JSN Jewellery Inc., Jubilee Fine Jewellers, Malo Creations, Movado Group of Canada, Myerson’s Ltd., Naka Press, National Ballet of Canada, Rembrandt Charms, Rolex Watch Co. of Canada, Sequel Canada, Swarovski Canada, The OMNI King Edward Toronto, The Time Shop, and WWRD Canada. CJ

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1. Marieka DeVuono, Gino DeVuono of Movado Canada, Ross Lijoi of Radiant Jewellers, Ben Carroccetto of Movado Canada 2. Grace Ng and Melissa Abdul of PAJ Canada/ ELLE Jewelry 3. Darwin and Jeanette Copeman 4. Anne Marie Guchardi with Duncan Parker of Dupuis Fine Jewellery Auctioneers 5. Anesha Raghubir of Beverly Hills Jewellers, Mary Milan (far right) of PAJ Canada/ELLE Jewelry with daughter (center) 6. Cynthia Hewison and Lena Gregory of Umicore Precious Metals Canada, Greg Merrall of Georgian College, Thelma Chuakay of Umicore Precious Metals Canada 7. Beth Saunders of Canadian Jewellery Group, Rob Saunders, Michael and Janet Fortier of Sequel Canada 8. Gail Golberg of Beverly Hills Jewellers with guest 9. Geoff Payne (right) of CJ Expos with guest 10. Phyllis Richard and Carla Adams of Jewellers Vigilance Canada 10.

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Recognizing the industry’s best

TOP: From left to right: Duncan Parker of Dupuis Fine Jewellery Auctioneers, Beth Saunders of CJG, Andrea Hopson, luxury jewellery consultant, Anita Agrawal of Best Bargains, Adam Knadjian of Max Strauss, B&S (Canada)

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Canadian Jeweller Magazine recently hosted the judging panel for the 2014 Awards of Excellence at our downtown Toronto location.

Several leading Canadian jewellery industry members were on hand to partake in the judging, including Anita Agrawal of Best Bargains Jewellery, Beth Saunders of the Canadian Jewellery Group (CJG), Duncan Parker of Dupuis Fine Jewellery Auctioneers, Adom Knadjian of Max Strauss, B&S (Canada) Inc., and Andrea Hopson, luxury jewellery consultant.

The selected judges participated in a two-hour session that entailed reviewing all of the entries submitted for the Awards of Excellence contest this year.

“It was an honour to be invited to be part of a select group of judges for this annual contest sponsored by Canadian Jeweller Magazine,” says Adom Knadjian. “It is a great motivator for the Canadian jewellery industry to have its own awards in different categories as Canadian Jeweller has done for many years and it should be continued to encourage and support the jewellery community at large.”

“I too, value participating and appreciate the opportunity to see new creations and identify worthy award recipients from across the country. Thank you for including me and I hope to be fortunate enough to be asked again,” says Andrea Hopson. “Canadian Jeweller Magazine’s commitment to promoting excellence in Canadian jewellery design and the jewellery and watch business is applauded.” CJ

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Camera. Clarity. Criminal. Caught.

The Four C’s of the JVC Crime Alert.

JVC Crime Alerts provide timely information and photographs on jewellery crime in Canada that may help protect your store from fraud, diamond thefts or diamond switches.

This valuable service is part of the JVC Crime Prevention Package, which also includes: • Crime Prevention Manual (CD format) • Access to JVC’s Security Library

• Crime Prevention Bulletins on effective security procedures • Security Supplier directory

Visit www.jewellerycrimecanada.ca or call 1-800-636-9536 to sign up for your 2014 JVC Crime Prevention Package.

Jewellers Vigilance Canada An independent, non-profit association to advance ethical practices within the Canadian jewellery industry.

CRIME PREVENTION • RESOURCE PROTECTION • SAFETY AWARENESS In partnership with

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A night of glitz and glamour at Bijouterie Italienne LAST NOVEMBER, Paola and Marco Miserendino of Bijouterie Italienne in Montreal held an exclusive soirée offering their customers a viewing of the latest jewellery masterpieces from high-end brands like Gucci, Pomellato, Forevermark and Frederique Constant.

“We are honoured to have among us representatives of four prestigious brands who are actively taking part in our special evening,” says Marco Miserendino, vice-president and managing director of Bijouterie Italienne.

The evening included a presentation of the newest Gucci and Pomellato collections, as well as some impressive Forevermark diamond creations and the Manufacture calibres watches from Frederique Constant.

“It is a unique event and an exceptional opportunity for our clients to discover the new collections of these selected brands and purchase oneof-a-kind pieces of jewellery,” says Miserendino.

Treated to a red carpet reception, cocktails and hors d’oeuvres, new clients and returning aficionados got an eyeful of dazzling jewels and enjoyed the festive atmosphere. CJ

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1. Paola Miserendino, merchandising director and co-owner of Bijouterie Italienne; Sonia Tridico, brand manager of Gucci Watches & Jewelry; Marco Miserendino, vice-president & general director of Bijouterie Italienne; Lena Nazzaro, director of sales Canada of Gucci Watches & Jewelry 2. Pomellato pieces - Capri Collection 3.

Emilie Costenoble, marketing coordinator of Bijouterie Italienne; Laura McNab, sales manager of Frederique Constant; Stéphane Le Duc, media coordinator of the event 4.

Traavis Ashburner, managing director, Brand Development & Sales – HRA Group of Companies (Forevermark); Marco Miserendino 5. Stéphane Le Duc and Véronique Dubé, writer and journalist for Canadian Jeweller Magazine

Photos courtesy of Sébastien Roy

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Flawless

SPECIAL ADVERTISING FEATURE

BRILLIANCE

INTRODUCING REIGN BY PAJ A leader in the Canadian jewellery manufacturing and wholesale industry, PAJ Canada Company has undoubtedly earned a reputation for its quality sterling silver jewellery and customer service excellence. Recognizing the demand for a branded fine sterling silver collection, PAJ launched its New REIGN by PAJ collection in Fall 2014. Offering all the benefits of a complete branded line, REIGN by PAJ also permits independent retailers the flexibility to customize the brand to better fit their unique consumer profile.

DIAMONDLITE COLLECTION An exquisite collection of luminous sterling silver designs adorned with the flawless brilliance of Diamondlite cubic zirconia, exclusive to PAJ. Experience the elegance of perfectly cut, diamondlike cubic zirconia that will sparkle endlessly from day into night. Unparalleled in quality, these timeless pieces are dipped in rhodium, 18kt yellow gold or rose gold plating for a lustrous, radiant finish that will withstand the test of time.

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NEW BUBBLES COLLECTION An enchanting sterling silver collection inspired by the magic of delicate floating bubbles. Perfectly smooth with a shimmering glow, these wondrous formations reveal a dazzling spectrum of colours, captured in each of our unique designs. Finely crafted with semiprecious natural stones, this playful, candy coloured collection is sure to evoke emotions of sweet bliss.

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MAGIC Cover Story

Marketing

An emergence of a younger generation in the jewellery industry is paving the way for jewellers to find success through social media and online marketing.

by Irina Lytchak photography by Katie Huisman

CHRISTINE JEWELLERS started a new chapter in 2006 when the entire store’s image was rebranded under the helm of the Kwong family’s son Alex. Since then, it has been a smooth ride for the jewellery retailer, with the promise of expansion surfacing on the horizon.

“It took a lot of convincing in order to have [my parents] understand the importance of rebranding and marketing because as time goes by, if you still follow the same business model as before, eventually you’ll fall behind in what people are doing and in what’s innovative,” says Montreal-born Alex Kwong, Christine Jewellers’ president and director. “I always look at what different jewellery stores are doing and how I can do something that’s different from them.”

Operating out of the store’s newest location in Aberdeen Centre in Richmond, B.C., Alex, along with his brother Andrew Kwong, has been instrumental in helping Christine Jewellers gain a strong online presence and large social medial following with the help of strategic marketing tactics and completely new branding.

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Tracing back roots Prior to Alex’s takeover of the family jewellery business, the store was initially established in 1993 by his parents, Steve and Christine Kwong, under the name Reliable Jewellers.

Today, Alex recalls the business being passed down from one generation to the next starting with his mother’s grandparents back in Hong Kong. When Alex’s parents made the transition to Canada from overseas, they initially settled in Montreal before embarking on their own jewellery venture on the west coast in B.C. Alex was still in school then and enjoyed watching his father run the business.

“At that time, I was interested in business in general,” he says. “Looking at how the family did business, I started to grow an interest in it. My parents suggested that I should really see what the world is before I go into the company. They wanted me to learn from what other people are doing and how others are doing business before just jumping into the company.”

Alex completed a major in economics at UBC, which included several marketing courses. That’s how he picked up the necessary tools that would

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eventually help him transform his parents’ business into a strong jewellery retailer.

“Doing part time work in university helped me learn how others operated their business, how I could use other people’s models and modify them in order to apply them to [Christine Jewellers] and make it better,” says Alex.

“I knew the importance of how to market a product and how to make the company more exposed out there.”

A new beginning After operating their own jewellery store for over a decade, Alex’s parents finally decided to let their son step in and make some substantial changes.

“My parents knew that I was eventually going to be taking over the company and they decided to try and accept the new ideas,” says Alex.

The year 2006 proved to be a huge one for the Kwong Family and for the newly titled Christine Jewellers.

“That’s when I started to rebrand and renovate the whole store,” he says.

“We had new lines and new brands coming in, a whole new website, and new advertising campaigns.”

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Going digital Taking Christine Jewellers online with an aggressive plan in motion was Alex’s idea. Back when his parents were still running the store, they didn’t have as much access to the Internet as we do today, limiting the store’s exposure.

“At first, my parents were very sceptical about having the product displayed online,” says Alex. “They didn’t really believe in using the Internet as a powerful marketing tool.”

When the new site for Christine Jewellers was launched in 2006, it wasn’t the same powerful model it is today and Alex still had much to learn about e-commerce.

“Once I started to understand more about e-commerce, we began doing lots of business online and I like to think that we have grown to be a local jewellery source here in Vancouver.”

To stay innovative and ahead of the curve, Alex says that his team is currently working on creating 3D imaging for all of the products the store retails online.

“What that means is that when a customer goes online, not only will they see a photo, but they’ll see a 3D image rendering of their whole product from 360 degrees,” he says. “This way, the customer can experience more than just looking at a photo of the jewellery or watch.”

Creating an image Alex’s admiration for other prominent jewellery stores helped him develop a personalized image and colour scheme for Christine Jewellers. He introduced a new palette of gold and brown colours in 2006 that have since become an integral part of the store’s signature image.

“All of our packaging – from our store front to our website – everything is branded into these colours,” he says. “As our brand builds, I hope that people will be reminded of our store when they see that brown and gold.”

He adds that monitoring the rest of the industry is a huge part of his role at Christine Jewellers as it allows him to see how other brands and retailers are directing their own marketing strategies and to stay alongside constant industry changes and the new products released on a regular basis.

“I look into what other jewellery stores are doing in order for our company to keep moving forward.”

Social butterfly Alex’s overall efforts to build a strong online presence for Christine Jewellers also included creating Facebook, Twitter and Instagram accounts for the retailer. The accounts are updated on a daily basis by Alex and the store’s staff.

“With social media, I make sure that all of the information is correct, that the products that we put online are in stock and if people leave a comment or feedback, we make sure that there’s appropriate response made to that client.”

“We like to take care of our customer, regardless of if it’s a phone call or through social media,” says Alex. “Whether the delivery was late, or they liked our product, or there’s something we could improve, I like to look at the feedback when people leave comments, when people buy online, when people come to our store and purchase an item. If somehow they weren’t satisfied, is there any way we can change that and make them feel satisfied?”

The constant content updates and output of information into the online world has helped Christine Jewellers attract a lot of young clientele. Alex believes in building up his client base from the younger generation and conditioning them to stay loyal to his brand. He hopes that a purchase made by someone in their twenties could potentially result in that same person coming back when they’ve entered a new stage in their life, which may require them to buy an engagement ring or an anniversary present.

“To attract younger clientele, we carry products that would appeal to them; products that some would label as low end,” says Alex. “But when a young kid buys a watch from our store, they’re going to wear it for years, and they’re going to be reminded of our store.”

Alex’s understanding of social media and how online marketing works has given him an upper hand over many other jewellers when it comes to getting the store’s name out there. And although a lot of his knowledge stems from being part of a younger generation, his business savvy and direction of Christine Jewellers since 2006 has helped the store build a strong reputation and guarantee the Kwong family’s success for years to come. CJ

AT A GL A NCE NAME: Christine Jewellers Ltd. OWNERS: Alex and Andrew Kwong LOCATIONS: Aberdeen Centre, 4151 Hazelbridge Way, Richmond, B.C. STORE SIZE: 650 square feet STAFF: 6 KNOWN FOR: one-of-a-kind jewellery designs COOL FACTOR: in the process of creating 3D imaging for all online products

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CJ en français

Les Nouvelles

par Véronique Dubé

Keith Penton, chef du département bijouterie chez Christie’s à Londres et Elie-Anne Caya, étudiante à l’École de gemmologie de Montréal

Une étudiante québécoise de l'EGM remporte le Christie's Prize à Londres

Maestro en or 18K, à la mémoire de M. Raymond Weil

Maestro de Raymond Weil, l’œuvre d’une vie Aujourd’hui à la tête de l’entreprise familiale, Elie Bernheim – petit-fils du fondateur – propose dans la collection Maestro un chronographe produit en édition limitée de 100 exemplaires. Cette montre se veut un témoignage de l’œuvre de Monsieur Raymond Weil. Souhaitant lui rendre hommage, elle est une subtile référence à ce que fut la complication favorite de M. Weil, c’est-àdire un cœur mécanique à remontage automatique doté d’une réserve de 42 heures. Chaque mouvement est gravé d’un numéro unique et est accompagné d’un certificat délivré par le Contrôle Officiel Suisse des Chronomètres (COSC). Le boîtier de 45 mm en or rose 18K renferme un cadran portant la signature de Raymond Weil. La montre est présentée dans un coffret en bois d’olivier, qui est également arboré de la signature du fondateur de la compagnie. Raymond Weil souligne à travers cette réalisation de qualité son attachement aux valeurs de la maîtrise horlogère, mais également aux valeurs familiales qui perdurent.

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Le 3 novembre dernier à Londres, Elie-Anne Caya, une étudiante de l’École de gemmologie de Montréal, a reçu le prestigieux Christie’s Prize. Le prix est accordé au candidat ayant obtenu les meilleurs résultats aux examens du Diplôme en gemmologie de la Gemmological Association of Great Britain (GemA), et ce, parmi tous les candidats au monde pour l’année 2014. Il s’agit de la troisième fois dans l’histoire de l’EGM que ce prix est remis à un étudiant de l’école. Originaire de Sherbrooke, Elie-Anne a obtenu la mention Merit pour l’ensemble de ses examens ainsi qu’une bourse de £500 en instruments de gemmologie. Elle a reçu son prix des mains de M. Keith Penton, directeur de Christie’s, lors de la remise annuelle des diplômes de Gem-A.

Corona Jewellery Company nomme un nouveau vice-président des ventes Cameron Gilles a été nommé comme nouveau vice-président directeur des ventes de Corona Jewellery Company. Le président de la compagnie, John Minister, a annoncé la nouvelle à la fin novembre par communiqué de presse.

Cameron Gilles entrera en poste en janvier afin de gérer l’équipe des ventes et sera également responsable du développement des relations avec les clients.

Autrefois président du groupe Martin Ross, Cameron Gilles « présente les qualifications pour permettre à Corona d’étendre ses activités », selon John Minister. Cameron Gilles a précédemment travaillé chez Dales d’Edmonton pendant 11 ans. Il a ensuite fait partie de l’équipe du fabricant canadien de bijoux A&A Jewellers pendant 16 années, où il est devenu un des vice-présidents principaux. En 2009, il a joint Martin Ross Group à titre de président.

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Bracelets et breloques Endless

Endless, des possibilités « infinies » Révélée en grande pompe au marché américain et canadien lors du dernier salon JCK Las Vegas, Endless a pris d’assaut l’industrie de la bijouterie en seulement quelques mois. Jesper Nielsen, l’homme derrière Pandora, est à la tête de la compagnie Endless. Des bracelets de cuir et des breloques originales sont les pièces signatures de la marque. Ayant grandement contribué au concept de personnalisation qui a fait de Pandora une marque gagnante, Jesper Nielsen souhaite aujourd’hui transposer cette même idée chez Endless. La nouvelle collection inclut des bracelets de différentes grandeurs qui s’enroulent autour des poignets. Mais ce qui reste amusant, c’est de pouvoir « habiller » son bracelet grâce aux breloques. Conçues pour offrir une variété infinie de styles, elles sont intemporelles. Pour Jesper Nielsen, lancer une compagnie signifie aussi d’attaquer le marché avec une campagne de publicité agressive. On apprenait récemment que Jennifer Lopez s’est associée à la marque. Distribuée au Canada par le Groupe Courchesne, Endless connaît déjà un grand succès en Europe.

Inauguration de la nouvelle boutique de Création Paul H Du 20 au 22 novembre dernier, Création Paul H inaugurait sa nouvelle boutique. Toujours située sur le boulevard Saint-Laurent à Montréal, la bijouterie a été complètement rénovée, offrant une expérience en magasin personnalisée. La disposition du mobilier permet d’aborder le client en créant une proximité qui autrefois était limitée par les comptoirs traditionnels. Privilégiant le type d’aménagement à aire ouverte, les clients sont à même d’admirer les bijoux en serpentant entre les comptoirs ou en élevant leurs regards sur les vitrines illuminées qui recouvrent les murs de la bijouterie. De nombreux clients ont pris part à l’événement où animation, tirages, prix de présence dégustation de vin et bouchées sont venus agrémenter ces soirées.

Le Prix d’excellence Chubb remporté par une étudiante de l’EGM Lors d’une réception organisée par l’École de gemmologie de Montréal le 3 novembre dernier à Londres, la prestigieuse compagnie d’assurance Chubb a décerné le Prix d’excellence Chubb à une étudiante de l’EGM, Alice Renfer.

L’étudiante originaire de Suisse a suivi cet hiver à l’EGM le Cours de gemmologie préparatoire aux examens de Gem-A, ainsi que le Cours d’évaluation de pierres et de bijoux, pour lequel elle a obtenu des résultats exceptionnels. Pour une seconde fois dans l’histoire de l’EGM un étudiant reçoit le Prix d’excellence Chubb – récompense qui a été remise à Alice Renfer par Monsieur Richard Drucker, président de Gemworld International, au nom de la compagnie Chubb. Étaient présents de nombreux étudiants de l’EGM qui venaient de recevoir leur diplôme en gemmologie de la Gemmological Association of Great Britain (Gem-A).

Richard Drucker, président de Gemworld International et Alice Renfer, étudiante à l'École de gemmologie de Montréal

Bracelet Shamballa avec pierre de lune grise, diamants et or rose 18K

Shamballa dévoile de nouveaux bijoux pour femmes Symbole ancien, conception moderne. Voilà qui décrit bien l’essence derrière Shamballa, qui à travers les années a toujours accordé une grande importance à la camaraderie, la compassion, la curiosité et la création. Les bijoux sont une extension naturelle des deux frères Mads et Mikkel Kornerups qui s’inspirent de la spiritualité et du yoga dans la conception de leur joaillerie fine. Le succès que connaît la marque aujourd’hui et la reconnaissance dont elle jouit sont le résultat d’une croyance selon laquelle chaque être humain peut trouver son « Shamballa » intérieur – Shamballa signifie « paix et tranquilité » – et cette énergie créative qui se révèle à travers la curiosité et l’exploration. Dans sa collection Little Treasures, Shamballa propose de petits trésors éternels pour elle : un bracelet orné de perles en pierre de lune grise et de pavés de diamants sertis sur or rose 18K; ainsi que des alliances de style éternité et des joncs en or 18K jaune, blanc ou rose ornés de diamants. Les bijoux Shamballa sont actuellement vendus dans quelques états aux États-Unis.

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CJ en français

Habib Malo nommé président de la Corporation des bijoutiers du Québec Habib Malo, de Créations Malo, a été nommé comme président de la Corporation des bijoutiers du Québec (CBQ). Habib Malo remplacera ainsi André Marchand, qui a quitté son poste afin de se concentrer sur sa famille et sa santé. Le travail d’André Marchand au sein de la corporation a permis à la CBQ d’assurer sa crédibilité, tant auprès des consommateurs que des autres organisations, tels le Bureau de la consommation (BC) et Industrie Canada.

La CBQ a d’ailleurs tenu à remercier André Marchand pour son implication et ses accomplissements. Habib Malo, membre du comité exécutif de la CBQ pendant 20 ans, est le copropriétaire de la compagnie située à Laval et portant son nom. Aujourd’hui fabricant, Créations Malo a cependant débuté dans le secteur du détail. C’est en 1983 que les deux frères Habib et Elie délaissent leurs magasins pour devenir fabricants et grossistes. Créations Malo est actuellement fabricant de joncs de mariage, de bagues de fiançailles et de bagues éternité et distributeur de Candy Ice, une collection de bijoux interchangeables. Les membres du comité exécutif de la CBQ sont : Carmen Rivet, Robert Beaulne, Normand Roy, Pierre Tremblay, Stéphane Lavoie, Simon Marcil, Gary Dubrovsky et Denis Lafontaine. Véronique Guérin agira en tant qu’observatrice.

Stylo plume Davidoff Velero Palladium Guilloché

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Gracieuseté du Ministère de l'Énergie et des Ressources naturelles du Québec

Projet Renard : une journée de production qui vaut près d’un million de dollars La compagnie Stornoway Diamonds a présenté le 19 novembre dernier les premiers diamants extraits en sol québécois. Exposés dans le cadre du congrès Québec Mines, les diamants extraits représentent l’équivalent d’une journée de production et valent près d’un million de dollars. Le projet diamantifère Renard, qui en est à l’étape de la construction de l’usine, est un des plus imposants gisements au monde. Le Canada est actuellement le troisième producteur de diamants mondial, derrière la Russie et le Botswana. Prévue pour commencer en 2017, la production quotidienne est estimée à 6000 carats, et la valeur de chaque carat est évaluée à 193 $. Les diamants extraits de la mine seront destinés à 99 % au secteur de la joaillerie.

Axessimo International devient le nouveau distributeur de Davidoff Axessimo International – fabricant et distributeur reconnu d’accessoires mode avant-gardistes – a récemment signé une entente avec Davidoff. La compagnie montréalaise devient ainsi le distributeur exclusif de la marque de luxe Davidoff, le légendaire fabricant de montres, d’instruments d’écriture, de maroquinerie et d’accessoires. Ce nouveau partenariat permettra d’accroître la visibilité, la disponibilité et la demande de la collection Davidoff en sol canadien. « Nous sommes heureux d’avoir obtenu la distribution de Davidoff ainsi que la chance de participer à l’étape du développement de cette marque et du style de vie qui s’y rattache, » a déclaré Rick Oquet, président de Axessimo International. De son côté, John Burns, directeur international des ventes du groupe Zino Davidoff, a ajouté que l’« expertise, la vision et la passion font partie intégrante du processus de développement de Davidoff. Ces qualités fondamentales se retrouvent également chez Axessino International. » Sean Polan, nouveau directeur des ventes chez Axessimo International, possède plus de 30 ans d’expérience dans l’industrie de la montre et du bijou. Il est hautement considéré pour son succès et son dévouement à bâtir des relations de confiance avec les détaillants de produits haut de gamme.

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2/13/14 6:57 AM

French Feature

Chanelle Cormier et Paul Cormier

Création Paul H fait peau neuve Paul Cormier et son équipe ont fêté la réouverture officielle de Création Paul H en novembre dernier. Après plus de 10 ans dans son actuel emplacement, la bijouterie a fait peau neuve. Célébrée en grande pompe, on a aussi souligné l’histoire de près de 40 ans du bijoutier dans l’industrie.

Par Véronique Dubé

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Les débuts Tout a commencé en 1976. À cette époque, Paul Cormier travaillait avec le fabricant de bijoux Howard Glickman. « J’ai commencé alors que j’étais très jeune dans le domaine. Au début, je travaillais avec Howard. C’est pendant ces années que j’ai pris goût pour les affaires », se souvient Paul Cormier. Puis, à la suite de l’augmentation du prix de l’or au début des années 80 « [...] les gens se sont mis à vendre leur or. J’ai saisi l’occasion qui s’offrait à moi et je me suis lancé. Je suis devenu fabricant et distributeur. » En effet, Paul Cormier fabriquait des bijoux, principalement en or 10, 14 et 18 carats et les exportaient, en grande partie aux États-Unis. Il importait également des produits en or 14 et 18 carats en provenance de l’Europe, notamment de l’Italie.

La compagnie Covani a vu le jour durant ce temps. Basée à Montréal, elle opérait aussi un bureau à Toronto. Ayant ainsi roulé sa bosse pendant plusieurs années, Paul Cormier souhaitait ouvrir un magasin où il pourrait offrir à ses clients une multitude de services en un seul endroit. Au milieu des années 90, il s’associe avec son partenaire d’affaires d’autrefois, Howard Glickman, et ouvre Création Paul H sur le boulevard Saint-Laurent, non loin de l’emplacement de l’actuelle bijouterie.

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Bijoux en or, diamants et pierres prĂŠcieuses

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Une véritable passion « Notre force, c’est le dessin. J’aime créer des pièces pour les clients, soit à partir d’un ancien bijou, soit d’une nouvelle idée. Je m’assois avec le client et on discute. Je pose des questions et j’écoute, car il est primordial pour moi de bien comprendre ce que le client souhaite. Quelle est son histoire, d’où vient le bijou, le style de la personne… C’est primordial, parce que le bijou que je vais créer doit correspondre à la personne qui va le porter », précise Paul Cormier. Les femmes sont souvent attachées à leurs bijoux familiaux, mais la conception désuète ne répond pas à leur style de vie. « Les bijoux familiaux sont encore actuels; il suffit de leur trouver une nouvelle vocation », ajoute-t-il.

Le bijoutier est reconnu pour ses dessins de bijoux, des croquis effectués à main levée. Un talent qui lui permet d’apporter un côté très personnalisé aux créations qui seront entièrement conçues et fabriquées chez Création Paul H. « Les modèles à agencer sont parmi mes préférés. Je crée une bague où on va sertir une pierre précieuse, parfois un héritage du client. Ensuite, je dessine un jonc, souvent deux, qui viendront s’agencer les uns aux autres », précise-t-il.

Les clients repartent ainsi non seulement avec un bijou, mais également avec une petite pièce d’histoire qui leur offre une multitude de possibilités. Au fil des ans, ce sont près de 25 000 conceptions joaillières qui ont été réalisées par Création Paul H.

Totalement modernisée Création Paul H, c’est une entreprise qui prend forme dans un immeuble de trois étages. Sous un même toit, on porte tous les chapeaux : dessin, création, production de modèles en cire, coulage, sertissage, limage, polissage…

On s’occupe aussi de tout le côté administratif, de l’approvisionnement, du marketing et de l’organisation, dont les deux derniers segments sont assurés par la fille de Paul Cormier, Chanelle Cormier. Dynamique et novatrice, la jeune femme travaille étroitement avec son père, s’occupant notamment des marques et des nouveaux produits. Création Paul H est détaillant des montres Breitling, Raymond Weil, Fendi, Oris et Citizen ainsi que de bijoux Romance, Gabriel & Co. et Pandora, entre autres.

Maintenant, grâce aux travaux récemment effectués, les clients peuvent profiter d’un environnement qui a été rénové au grand complet. Inspiré par de nombreux voyages, on a conçu un aménagement d’influence européenne, à aire ouverte, où les clients sont à même d’admirer les bijoux en serpentant entre les comptoirs ou en élevant leurs regards sur les vitrines illuminées qui recouvrent les murs de la bijouterie. Ces dernières exhibent de magnifiques pièces importées dernier cri, impressionnantes par leurs pierres multicolores, ou leurs pavés de diamants. Offrir une variété de produits et miser sur la disponibilité de ceux-ci a toujours été une priorité chez Création Paul H. Un espace client est aussi à la disposition de la clientèle, qui peut siroter un breuvage ou combler une fringale.

Profitant de l’expertise de son équipe, Création Paul H a su s’imposer dans le paysage de la bijouterie. Un endroit où bijoux haut de gamme, montres de luxe, collections exclusives et savoir-faire convergent pour offrir une expérience inoubliable. CJ

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Feature

When does style count?

Today’s jewellery shopper is responding to popular jewellery designs on social media, but with your inventory being only a fraction compared to the Internet, how can you compete?

by Todd Wasylyshyn

I WAS WALKING THROUGH THE MALL the other day and I spotted a bar fridge in a music store. It looked exactly like a Marshall stacked amplifier set.

The knobs even turned. For a rock ’n’ roll fan, this was the ultimate fridge.

I remember shopping for a typical bar fridge for our basement. We looked at how many cubic feet each had, what the Energy-Guide rating was, how the interior was organized and how much it cost. We looked for fridges at a few different places and found one that suited our criteria for $179. Had I seen the Marshall Stack bar fridge for $299, I would have bought it without hesitation. Its style would have trumped every other consideration.

Looking further back, when I worked in retail jewellery, I had a young man come to me with a problem. Despite his mom’s recommendation to buy from me, he bought an engagement ring elsewhere. When the engagement went south, he needed advice as to what might be a fair return/exchange practice with the vending jeweller. I gave him some guidance and he pledged then and there to buy his next engagement ring from me.

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Feature

A couple of years later, it happened. Almost. He came to me having found a new love and was ready to buy that engagement ring. In their travels, she had found a style that we would not agree to replicate; therefore, he ended up having to break his pledge to me. The design was billed as a nouveau tension-style ring; essentially a ring within a ring, with a girdle-sized hole at the top of the outer band pressing the diamond’s pavilion against the inner band.

I explained the risk of such a setting and politely suggested that if no other ring would do, they had best get it from another jeweller.

But all was not lost. This young man referred a friend to me for an engagement ring, who referred two other friends, and I ultimately received a lot of business. The point is; style counted for a lot. Style was more important than his initial pledge to me or my ability to provide the professionalism he was looking for. It also superseded any thoughts about diamond quality, warranty, or even durability.

There are two instances when style counts for a lot. The first is when you have a style that nobody else can or will supply, and the client falls deeply, madly, passionately in LOVE with that style. That’s why, it’s important to have your client try on all kinds of diverse styles to see if something that was offthe-radar catches their fancy. If you have a distinctive and exclusive product,

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then you should romance the matchlessness of it and you should be able to captivate your client with the fascinating story of its design. Here’s why: if the customer falls in love with something unique, then you’ve eliminated a lot of your competition and margins go WAAAAY up!

The second instance is when you’re working with styles that are popular.

Back in the 80s, it might have been the 17-stone diamond cluster ring with ski-tip shoulders. Today, it’s the white gold halo-style with micro-set shoulders. Style counts here because every manufacturer offers something of this description, and the consumer can’t genuinely tell one from another. Because it’s hard to compare across the mall or across the city, your best business strategy is to have the least expensive of this look. As the consumer begins shopping for this style to see who has the lowest price, it drives quality and margin WAAAAY down.

I still see some very beautiful and well-made 17-stone cluster rings, but they are likely the early models when VS diamonds were abundant and the claw-work was impeccable. As the race to the bottom ensued, the gold became thinner, the setting work more perfunctory and the quality of the diamond plunged even lower.

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On the sales floor, there are often designs that are easy to sell, and those that are more suited for the jewellery connoisseur.

On the sales floor, there are often designs that are easy to sell, and those that are more suited for the jewellery connoisseur. If you only ever sell the former, you can easily be replaced. If you can sell to the aficionado, and turn a portion of pop-in shoppers into more sophisticated clients, then you’re worth more and you’ll surely earn more. Let’s stop being lazy! Today’s bridal shoppers come in repeatedly with pictures of the same thing that they found on Instagram. These are the popular designs today and if you can’t provide the most inexpensive version of that, you’ll lose.

Here are six key points to selling better, more valuable jewellery that will fetch higher margins: • Show clients exquisite design alternatives at every opportunity – even if they’re coming in for a watch battery or some other product.

• Research and then talk-up the merits of the designers you have chosen to carry in your store.

• Never miss a chance to tell you customer about the advantages of buying from your store.

• Get to know your customer and their lifestyle. Then, as their friend, guide them toward designs that will compliment their stated preferences and lifestyle. By listening to their story and then repeating back aspects of designs that relate to them, you’ll blow them away because very few sales associates truly listen!

• Focus on style rather than diamond size/quality – remember that if your customer loves the style, you might not even need to talk about the 4-Cs. • If all of this fails, then sell your customer what’s easy to sell. You may have expanded their horizons for future purchases anyway.

One last story before I go. Lilian Jensen and I were operating a restyle show in Kamloops about 10 years ago. A couple in their late 30s to early 40s came looking for an engagement ring. This was to be the gentleman’s first marriage so he was really quite excited. While looking at various designs, we talked about how the couple met and soon discovered that they were the proverbial “match made in heaven.” Once a design was found that put a huge sparkle in her eye, Lilian pulled out a suitably sized loose diamond and floated it over-top the setting to dazzle the giddy couple. With an obligatory pause to ask about the final price, they eagerly asked when it would be ready then proceeded to plunk down the plastic. After they left, we were thrilled for them, and I stood amazed thinking that they left without knowing the size or quality of the diamond Lilian had selected for them. It wasn’t an issue. They wanted THAT particular design and the designer had endorsed the selection of the feature diamond. Done and done!

That’s the power of a personal connection and winning style. CJ

Todd has been an active member of the jewellery industry for over 20 years and currently reps for Customgold Manufacturing Ltd., Keith Jack, and Courtney Gold of Vancouver, and Lashbrook Designs of Utah. Check out his blog at toddwaz.blogspot.com.

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A national treasure

The patriotic purchase; Canadian diamonds are quality, conscience and completely dazzling

by Liza Marley

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Rough diamonds from the Diavik Diamond Mine. The mine produces predominantly gem quality diamonds destined for high end jewellery in all major consumer markets around the world.

“Canadian diamonds from Rio Tinto’s Diavik Diamond mine are in strong demand in all established and emerging consumer markets.”

BUYING LOCAL IS ONE OF THE BIGGEST TRENDS to hit retail in the past decade, and that includes buying local diamonds. Canadian diamonds are a vital part of the international diamond trade and are significantly embraced in the Canadian jewellery market. With several mines in the northernmost reaches of the country, Canada is one of the major players in terms of production, along with Russia, Australia, and of course, several African countries. In 2009, Natural Resources Canada placed our country second in the world for being the largest producer of diamonds – behind Russia – based on value as opposed to production volume1. In 2013, The Mining Association of Canada (MAC) ranked Canada fourth in the world in global production. In fact, MAC reports that in 2012, Canada produced 10.4 million carats, with a value of $2B2.

Sassan Parfour, vice president and one of the principals of the west coast jewellery chain Lugaro, says the market really embraces Canadian diamonds for several reasons. “They’re conflict free, they support our country, they support

the industry, and they’re comparable in price,” he says. “They used to be a bit more expensive in the beginning, but now they’re comparable to the industry.”

While buying local and supporting Canadian industry has always been considered a patriotic practice, being “conflict free” is a very big deal.

Canadian diamonds carry a microscopic etching along with a certificate of authenticity, guaranteeing each diamond’s origins. While the conflict diamond trade may comprise an increasingly smaller and smaller part of the market, “and reputable jewellers buy from conflict-free sources,” says Parfour, it’s still an important factor. It’s the conscionable choice.

You can never underestimate the effects of Hollywood on the consumer.

Conflict – or ‘blood’ diamonds – were placed front and centre in the mind of the consumer with the 2006 blockbuster Blood Diamond starring Leonardo DiCaprio. Detailing human rights abuses and heinous militant regimes using the illegal diamond market to further their deadly and destructive causes, consumers see and understand a Canadian diamond as free from conflict.

1. www.nrcan.gc.ca/mining-materials/markets/canadian-minerals-yearbook/2009/8464 2. mining.ca/sites/default/files/documents/FactsandFigures2013.pdf

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Aerial view of the Diavik Diamond Mine in the summer. The Diavik Diamond Mine is located 220 kilometres south of the Arctic Circle on the bed of a vast northern lake, Lac de Gras.

“The movie was quite beneficial for our business,” says Parfour, “because people thought twice.” In addition to armed conflict, the damage done through the process of mining conflict diamonds is destructive to the environment.

Buyers of Canadian diamonds are guaranteed that all handling of their diamond is done within the sphere of best practices: workers are safe, paid fair wages and that the process is environmentally sound – and the proceeds support Canadian industry, not armed conflict.

The certificate, Parfour explains, is just as important as the etching. “It’s the birth of the stone; how it was born, and where; how it arrived in your hands.”

Including information about chronology, raw weight, cutting process, etc., the consumer is provided with an extensive overview of the diamond’s history and process. It becomes more than just a stone.

“Even in the U.S., Canadian diamonds are becoming in demand,” he says,

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including prestige companies like, “Ben Bridge – a national U.S. chain carries them.”

Many Canadian jewellery stores don’t just carry a selection of Canadian diamonds – both set and loose – but jewellers like Lugaro, Birks, Peoples Jewellers, and Ben Moss among many others, have complete collections devoted to Canadian diamonds, giving them iconic status, as they’re quite sought after by an increasingly educated and well-informed consumer.

While most of the focus with diamond purchases is on the finished product, the other side of the business is enormous. And impressive. Canada has numerous mines owned by various partnerships and companies. Each produces huge quantities of diamonds for the market. The most prominent are Ekati, Canada’s first producing mine, Diavik Mine, Snap Lake Project and Victor Project, with ongoing exploration adding to the annual production numbers.

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Polished gem-quality from the Diavik Diamond Mine. The mine produces predominantly gem quality diamonds destined for high end jewellery in all major consumer markets around the world.

Canadian diamond mining is great for the economy, both in production and in employment. While Rio Tinto Diamonds mines all over the world, it is the majority stakeholder in Canada’s Diavik Diamond Mine, which is located just south of the Arctic Circle in the remote Northwest Territories.

This past November, Rio Tinto Diamonds approved the development of an additional pipeline. This will add to the country’s total production. It will also bring more work to the residents in surrounding communities. Diavik Diamond Mines President Marc Cameron said, “This is great news for Diavik, but also for the local communities in which we operate where we are committed to delivering economic and social benefits that will endure beyond the life of the Diavik mine.”

He explains, “The mine produces predominantly gem-quality diamonds destined for high-end jewellery in all major consumer markets around the world.”

“Canadian diamonds from Rio Tinto’s Diavik Diamond mine are in strong

demand in all established and emerging consumer markets. Recognized as especially white, lustrous and filled with a brilliant fire, our Diavik diamonds are mined using innovative engineering practices, environmentally sustainable mining practices and collaborative work with indigenous communities,” says Brandee Dallow, head of Rio Tinto Diamonds North America Representative Office.

With such tremendous value and rich experience, the diamond deserves the spotlight it receives, though the end consumer doesn’t likely give much thought to the long journey, the exploration, discovery, extraction, refinement and the millions of years it’s taken to become a beautiful piece of jewellery.

A central product to two distinct industries – mining and jewellery retail – it’s amazing how a diamond transforms from traded commodity into opulent luxury, all the while maintaining its quality and character. In so many ways, a Canadian diamond truly is an intricate thing with many facets. CJ

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Designer Profile

Remote Possibilities Geoff Bourdon of Woodland Jewellers may live in a small community, but he designs for the world

by Sarah B. Hood

This is the 79th anniversary ring that we raffle and donate. Hand fabricated with .58ctw fancy natural pink diamonds and .24ctw white diamonds in 19k white gold and 18k rose gold.

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AT FIRST GLANCE, Williams Lake might not seem a likely location for a fine jewellery business. Located in British Columbia’s Central Interior, it’s about seven hours north of Vancouver and two-and-a-half hours south of Prince George. But this is where Geoff Bourdon, scion of a four-generation jewellery dynasty, operates his high-end custom design business, sourcing gems and connecting with clients from around the world.

Woodland Jewellers was founded by watchmaker E. G. “Tony” Woodland, who arrived in Williams Lake in 1933. He was joined in the business by his son Ralph, who took it over from his father entirely in 1963. Through the 1970s, Ralph’s wife June and their daughters Cindy Watt and Brenda Bourdon also entered the company. Geoff Bourdon, 30, is Brenda’s son.

Bourdon didn’t always see himself entering the family business; in fact, “I was running the other way for the first little bit,” he confesses. He decided to commit to the business at 23, when “the shop needed somebody to do jewellery repairs. My grandfather had retired 10 years earlier, so I took the bench program at GIA in Carlsbad, California. Growing up, I always wanted to do architecture, and as soon as I started doing work with jewellery, I saw the ability to design with it and just loved it,” he says.

Bourdon hand-draws his designs (“I’ve been fighting off CAD, because I like the old-school magic of hand drawing.”) Most of his coloured gemstones come from a small independent travelling gem dealer who will literally scour the world to supply Bourdon’s specific needs. All of his designs are one-off; about a third are hand-fabricated and the rest are wax-carved and cast. In the future, he may produce a line, he says, but “at the moment, what I sell to my customers is one-of-a-kind. It’s something that I relate with and get excited about, so it makes it easy for me to get them excited about it.”

He is very rooted in his community. “I get most of my diamonds from a Canadian diamond supplier in Vancouver,” says Bourdon. “We have a lot of gold mining around here, so I do a lot of nugget jewellery.” Like his predecessors in the business, Bourdon is a leader in his community. He has just finished his second term as a city councillor, and he designs special pieces to assist fundraising efforts for Cariboo Memorial Hospital Foundation and the local Child Development Centre and Women’s Contact Society.

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TOP: 1.50ct Canadian diamonds in 19k white gold with a matched pair of fancy intense natural pink diamonds in 18k rose gold and emeralds in 18k yellow gold.

MIDDLE: Canadian diamond in platinum with fancy natural yellow diamonds.

BOTTOM: 6.00 ct vvs1 diamond with 2.40ctw of accent diamonds in 19k white gold.

Woodland Jewellers draws customers from a very wide catchment area.

“Because we’re more rural, we have a bit of a monopoly in our town; I believe I’m the only one north of Vancouver who’s doing full-on custom work,” he says. However, much of his most lucrative work comes from an entirely different source. ”It’s been phenomenal; I’ve been getting so much work through Facebook,” he says. “Whenever I do a new job, I just take a picture and put it up. Sometimes, I’ll post a drawing as well.”

Showing off each job attracts new customers. “Most often, when I post a custom job, I’ll get an inquiry after. Probably a third of them [turn into orders].

I’ll do an engagement ring, and then I’ll get an inquiry to do a restyling on an heirloom piece of jewellery. I posted an opal ring, and then a customer got in touch with me asking for a Native art-inspired custom ring.”

These orders do not usually come in through the company’s corporate page, but through Bourdon’s personal feed, which boasts a little over 650 “friends.” Contrary to what a Facebook newcomer might expect, his posts do not focus on sales; instead, jewellery pictures are interspersed between pet and garden photos, YouTube videos, birthday greetings and family jokes.

“It’s fantastic for custom work, because custom work is so unique and personal to the person. It’s almost like referrals. It’s just a very wide network, and there’s much more trust when you know someone; so much of what we do as jewellers is trust-based,” says Bourdon.

“When the Internet came in, [the jewellery industry was] not evolving, and the Internet showed how much. If you really consider Walmart and Costco a competitor to you, then you’re not providing much of an experience. They’re too big to provide much of a personal experience, and that’s what jewellery is,” he says.

“Our saviour, especially for independent jewellers, is we know what quality is in a world of throwaway. We need to market more honestly and straightforwardly and give the public more credit about their ability to learn and understand.” When he has a chance to sit down and talk about the work oneon-one with his clients, “never again would they consider buying something on the Internet,” says Bourdon. “We need to be educators as much as we’re retailers.” CJ

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Feature

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2014

Awards of Excellence Canadian Jeweller Magazine is pleased to present the annual 2014 Awards of Excellence celebrating the very best in Canadian jewellery design, retailing and watch brand innovation. all jewellery photography by Larissa Issler

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Why enter?

• It’s a prestigious forum in which to be recognized by your peer • Tremendous opportunities to promote your achievement in marketing initiatives • Review in Canadian Jeweller Magazine • Award solidifies your position in the industry

Judging

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This competition’s judging panel included several leading Canadian jewellery industry members: Anita Agrawal of Best Bargains Jewellery, Beth Saunders of the Canadian Jewellery Group (CJG), Duncan Parker of Dupuis Fine Jewellery Auctioneers, Adom Knadjian of Max Strauss, B&S (Canada) Inc., and Andrea Hopson, luxury jewellery consultant.

You can find more coverage of the actual judging on page 34 in this issue.

1. Topaz, tsavorite and opal pendant by Michaela Wolfert of Kehla Design Inc. 2. Quartz pendant by Lilian Jensen of Customgold Manufacturing Ltd. 3. ‘Joie de l’eau’ pendant by Karin Bunzeit for Stittgen Fine Jewelry 4. Ruby and diamond pendant by Durga Chokhani of Karat Fine Jewellery

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Rewarding the industry’s top retailers and brands This year, entrants had the opportunity to compete in one of three of the following categories: Independent Jewellery Retailer of the Year, Multi-Store Jewellery Retailer of the Year, and Watch Brand of the Year.

The award for the Independent Retailer of the Year recognizes excellence by a Canadian retailer with five stores or less with an emphasis on product selection and knowledge, customer service, and innovative marketing initiatives.

The multi-store retailer is selected based on the same criteria but has to have more than five stores.

The watch brand winner is chosen based on the selected company’s tribute to watch design innovation and originality along with attention to cutting-edge marketing techniques and customer service.

Feature

And the winners are…

Independent Jewellery Retailer of the Year: Mani Jewellers

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Multi-Store Jewellery Retailer of the Year: Metalsmiths Sterling

Watch Brand of the Year: Rado

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Celebrating Canada’s best jewellery designers Feature

In order to select and reward the best in diamond, Canadian diamond, pearl, platinum, and coloured gemstone designs, we reached out to jewellery designers across Canada for their entries. All entrants were asked to present a submission form and the actual jewellery piece for judging.

The 2014 Best Diamond Design of the Year Award Recognizing a jewellery piece that puts diamonds or coloured diamonds in the spotlight.

Winner: Michael daCosta of Fortunes Fine Jewellers Jewellery piece: This pair of earrings is made to provide the ultimate in versatility.

Set in 95/5 platinum, the earrings feature a pair of bullet-shaped diamonds weighing 1.65cts, total of VS1 clarity and F colour, a pair of princess-cut diamonds weighing 2.05cts total of VVS1 clarity and F colour and include four round brilliant-cut diamonds weighing 0.26cts total of VVS1 clarity and F colour. The hooks and hinges allow for a variety of configurations, each giving a different look. One can add to the set with pearls or coloured stones.

Runner-Up: Susan Kun of Susan Kun Jewellery Design Jewellery piece: 19k white gold "Icebergs" ring duo weighing 18.9 grams. Pave set with 44 round brilliant cut E-F/VS-VVS and 45 round brilliant cut Ice blue/VS colour enhanced diamonds. Total diamond weight is 1.33ct. The 2 rings are worn together with the diamond set sides facing each other.

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The 2014 Best Canadian Diamond Design of the Year Award Recognizing a jewellery piece that shows Canadian diamonds in a magnificent design.

Entries must feature Canadian diamonds and be accompanied by certification attesting to each diamond’s Canadian origin.

Winner: Noam Carver Jewellery piece: Platinum engagement ring from the Noam Carver Regalia collection featuring a 0.93ct. Canadian diamond of VS1 clarity and faint pinkish brown colour, laser inscribed with NWT3-76719. The hand-engraved ring also features 0.38cts. of various sizes of melee VS G-H quality.

Runner-Up: Giovanni Vaccaro of Beverly Hills Jewellers Jewellery piece: 10k yellow gold ring set with 0.035ct I1 HI round Canadian diamond and 7mm cushion checkerboard genuine rainforest green Swarovski gemstone and 8mm cushion checkerboard genuine blazing red Swarosvki gemstone.

Style #: SCJ2773/03.

The 2014 Best Pearl Design of the Year Award Recognizing a jewellery piece that allows natural peals dominate as the central design element. Other gemstones and diamonds can be used as accent stones.

Winner: Donald Stuart Jewellery piece: Cuff links set in 18k, featuring sterling silver and 10mm South Sea black pearls.

Runner-Up: Michaela Wolfert of Kehla Design Inc. Jewellery piece: 14k yellow gold earrings featuring 10mm pink fresh water pearls.

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The 2014 Best Platinum Design of the Year Award Recognizing a jewellery piece that features 75 per cent platinum in its overall metal content and may also use any combination of gemstones and gold.

Feature

Winner: Michael daCosta of Fortunes Fine Jewellers Jewellery piece: A pair of blue topaz and diamond earrings handmade in 95/5 platinum. The extreme level of finesse applied to the design is only possible in platinum. The topaz stones are grooved at the bezels and the diamond baguettes are custom cut to conform to the design. The topaz weighs a total of 34cts., baguettes weigh a total of 1.06cts and are of VVS1 clarity and F colour, smaller baguettes weigh 0.14cts of VVS1 clarity and F colour.

Runner-Up: Socrates Reppas of Marquis Jewellers Jewellery piece: Platinum ring featuring 3.02ct excellent cut centre diamond of VS2 clarity and G colour, and a double band with 0.91cts of diamonds. The centre diamond is set on an angle, facing away from the wearer and toward the individual looking at the ring.

The 2014 Best Coloured Gemstone Design of the Year Award Recognizing a jewellery piece that features colour gemstones as the central design element.

Creativity will be a key judging criterion.

Winner: Llyn Strelau of Jewels by Design Jewellery piece: "Orléans" interCHANGE© cufflinks in 19k white and 18k yellow gold. The ‘Fleur de Lis’ design features fronts set with carved druzy, black onyx and the backs are set with carved white moonstone. Accented with 16 round brilliant cut diamonds, both the front and back of the cufflinks are removable from the interLINK© finding using a German bayonet clasp, which allows alternate fronts and backs to be worn to suit the occasion.

Runner-Up: Lionel Keyowski of Artemis Jewellers Jewellery piece: Ladies’ 20mm tapering to 6.6mm wide ring in 14k white gold, palladium with 18k yellow gold tube accents. Featuring a hand-engraved shank, green chrome tourmaline concave faceted pavilion and step faceted crown.

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Pearls:

a market in flux

Any self respecting jewellery collection will include cultured pearls, and more often than not, in several forms.

by Duncan Parker

Feature

PEARLS ARE A CLASSIC OF THE JEWELLERY WORLD. The size, shape, colour, or length of a necklace of pearls we seek and wear may change from time to time, but we continue to be attracted by these beauties of nature.

It’s likely that back in the day, people would save this shiny objects that came as a free gift in an occasional unmarked oyster. Pearls are really the only gems that come ready-to-wear, complete with a free meal.

These days, the pearl is less likely to be an accident of nature, and more the result of human intervention. The first decade of the 20th century saw the patenting of the process for culturing pearls in mollusks (oysters). With origins in Japan, we have assisted and encouraged oysters to grow these bright, shiny and somewhat mysterious beads for over a century.

Many varieties of mollusks are farmed to produce pearls and there is extensive breeding to produce the finest pearl in the sea around Japan, in the “South Seas,” including Tahiti and Australia, and in freshwater in China and the United States.

There are, occasionally, pearls found in nature without human intervention. The Persian Gulf is still fished for traditional natural pearls and there are some pearls that show up by pure good fortune in clams, conches, quahogs, abalones, and scallops. These rarities are the territory of collectors and there will never be an abundance of them.

The classic graduated cultured pearl necklace from grandma’s jewellery

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box has become something of a relic of history, often handed down to a blushing bride as “something old” or “something borrowed.” We really don’t see that kind of necklace being offered for sale these days. But this is not by any means a harbinger of the end of pearls as we know them.

Today, the fashion press is all over pearls. There have never been so many pearl jewellery pieces available as there are today. The culturing and marketing of pearls may have been straying away somewhat from the traditional source being Japan, but for the very finest Japanese cultured pearls, there is still a strong demand.

The 80s and 90s saw a spike in the demand for larger South Sea cultured pearls. Tahiti became the source for black and grey pearls and Australia became an important source for white South Sea cultured pearls. These places have served as significant sources of pearls for a long time, but they have also been heavily affected by improvements in freshwater cultured pearl production.

The freshwater pearl culturing industry in the U.S. has been around for decades but it has been fully eclipsed by Chinese freshwater cultured pearl farming.

China now has extraordinary production of freshwater cultured pearls, and through careful cultivation and hybridizing of species, the quality of the pearls is improving at an amazing rate.

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1. Utopia Parure Melodia Collection 2. MIMI Milano Boutique Via Gesó collection pendant and ring 3. Pandora Floral silver pendant earrings with white freshwater cultured pearl 4. Pandora Everlasting Grace, white pearl & clear 5. Utopia Clair de Lune collection rings

We grade quality of pearls on a number of factors: Lustre: Essentially, how shiny is the pearl? The shinier it is, the more valuable it is. Traditionally, freshwater cultured pearls have had a duller, perhaps more powdery-looking appearance, but this is changing. There are now several very bright freshwater pearls that almost approach in appearance the mirror-like lustre of the finest saltwater cultured pearls. This is partly a result of the growth, the mollusk, and the conditions, and partly the result of polishing (for both saltwater and freshwater pearls).

Size: The larger, the better. People generally gravitate toward large jewellery and South Sea and freshwater cultured pearls are being grown in very large sizes, sometimes over 20mm in diameter. Some people refer to the larger sized pearl as the “Wilma Flintstone” bead, just because they’re so big.

Colour: Traditional pearls range in shades of white and cream. There are many natural colours available and these are more valuable than dyed pearls, or artificially coloured pearls. Colours can be uniform in a necklace or blended into a rainbow according to taste and fashion.

Overtones: These are the secondary, iridescent colours seen reflected in the surface of a pearl and they are partly a result of diffraction through translucent layers. Freshwater pearls have traditionally been more opaque and don’t have strong overtones but this is also changing very fast.

Shape: Round pearls are more valuable than other shapes and are usually

5.

accompanied by their own names like “Coin,” “Fireball,” as well as many others. Non-round pearls are generally called “Baroque.” New and interesting shapes emerge regularly but round pearls remain to be the most popular.

Matching: Having the pearls match in a necklace strand or a pair of earrings remains to be a very important factor for consumers. Whatever piece of jewellery it may be, it’s more often than not that pearls need to match in all of their physical factors. As a result of this, some of the finest pearl necklaces ever created carry a hefty price tag because it can take years to build a collection of pearls that match across all factors.

Saltwater pearls are grown one at a time, and freshwater pearls are commonly grown in large numbers at a time in a single dinner-plate sized oyster. You can imagine; it might be easier to make a matched set of pearls if thirty of them all came from the same oyster at the same time.

As the quality and variety of freshwater pearls burgeons, the isn’t hard to see that pearls are continuing to make a very strong impact on world of fashion. Saltwater pearls are suffering market loss due to the comparatively modest price of their freshwater counterparts.

And while our grandmothers’ pearls will always hold a special place in our hearts, freshwater pearls will likely become the standard by which other pearls are evaluated. CJ

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On Display

A rock in your pocket I have written thousands of words on what retail jewellers should put into their showcases. But in order for a jewellery showcase to be truly successful in its task of selling jewellery, it is equally important to consider the things that need to be omitted. Like rocks in the pockets of a marathoner, they add no value and hamper progress.

by Larry Johnson

THE BIGGEST ROCK MANY RETAILERS carry is merchandise in the showcase that is over a year old. I know you liked it when you bought it and there is that lingering hope that “someday, someone will walk through that door and want it,” but the odds of that happening are slim.

Recently, I held a seminar in which I gave the women in the audience a hypothetical scenario and asked a question, “Let’s assume a new dress shop opens up in town and you decide to visit. How many dresses do you look at on the rack before you decide if this shop has merchandise of interest to you?”

The average answer from the audience was six to eight. One woman answered with two dresses and the highest was a single response of twelve dresses.

If we apply the responses from this example to your jewellery store, a woman visiting your cases will look at six to eight pieces of jewellery before she pronounces her judgment. If 25 per cent of your selection has been in the case for 12 months or longer, then two of your “shots” are wasted on proven dead stock, leaving you with only six chances to pique her interest.

Don’t hurt your chances of making a sale by hiding your great pieces amongst the proven losers.

“What makes one year the critical timeframe for merchandise?” is a question I am frequently asked. The answer is that it’s an average of the variables unique to your store and market.

For example: If your store has a strong repeat customer base with the same people coming in a few times of the year, then the “dogs” in your cases have been passed over multiple times during their previous visits. If you expect something different to happen that hasn’t happened in the previous visits, then you must DO something different with that piece (ie. display, price, sales approach) to create a different outcome. If you still have the piece after 12 months, it is time to get rid of it and put your time and energy into pieces that will sell.

If your store is a vacation destination with a constantly changing customer base, then you might have a chance that some visitor from Texas will walk in the door and buy that “dog.” If you want to take that leap of faith, then two seasons should be your maximum.

If your store has a strong fashion merchandise selection, your time frame is closer to four to six months. How can your customer perceive you as hip and up-to-date when the goods in your case are a year old? Change your goods with the season, ruthlessly.

If your store is loaded with traditional diamond merchandise that’s timeless in design, you might be able to let your pieces sit in the showcase longer. Ask yourself why this particular pair of 1ctw studs is still here when others have sold. This analysis may help you uncover other errors in your merchandise strategy that will save you some cash.

Now, the big questions: “What do I do with these old items? How will I ever sell them if they are not in the case? I have a lot of money tied up in these pieces that I need to recover…”

First of all, stock balance any item that’s old. Vendors have expanded their offerings in this area in recent months. Take them up on it. Switch out the “old dogs for cute, adorable puppies with promise.”

Next, create a closeout case and mark down the pieces by a significant amount. If they do not sell in a few weeks, cut the price again until they are gone.

Scrapping a piece is always an option. I’d rather sell it for something than scrap it for the same money. There is always a chance that the buyer will tell his/her friends about the good deal they found at your store.

Lastly, if you still believe that the old piece will sell, polish it up and put it into a nice understock tray in the vault. Be sure your staff knows that it’s there. When that hard-to-please customer tells you, “I just don’t see exactly what I want“ in your showcase, tell them you might have just the right item in your vault. You might get lucky. At least it isn’t going to be taking up one of your six to eight chances of selling in the case. Set a date by which it goes to scrap if the piece hasn’t moved.

Remember that baseball sluggers make the Hall of Fame if they are successful at hitting 30 per cent of the time. Swinging at bad pitches is just part of the game. It’s what you do after that initial missed swing that influences your ultimate success. CJ

Larry is the owner of Larry Johnson Consulting based in Colleyville, Texas. His firm works with independent jewellery retailers to help them increase profits by improving the presentation of their merchandise in their stores. His firm is affiliated with the EDGE Retail Academy. His website is www.LarryJohnsonConsulting.com. He can be reached at 817-980-2135 or Larry@LarryJohnsonConsulting.com.

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JVC Report

Are camera systems a deterrent to crime?

There are many people, including loss prevention professionals and criminologists, that suggest cameras are not a deterrent to crime. Many JVC members may also hold this belief based on the number of crime alerts sent out by JVC with pictures of criminals committing offences.

by John Lamont, Director of Crime Prevention, JVC

SILVA CONSULTANTS, a security consulting firm, released an article, “Dirty Little Secrets About Video Surveillance Systems,” which suggests to contemplate the deterrent effect of video surveillance cameras. An excerpt goes as follows: “Most people who engage in criminal behaviour don’t have the same thought process that honest people do and don’t consider the long-term consequences of their actions. Many people who commit crimes aren’t thinking rationally at the time they commit them. They may be drunk, high on drugs, or suffering from some form of mental illness. People become desensitized to the presence of cameras after a short time.”

I would also add that a number of criminals who are aware of the cameras, are prone to thinking that the police don’t have the time or the inclination to do anything with the recorded video if the crime is minor, such as a switch or grab-and-run. This does have some truth to it and it’s exactly where JVC alerts can pick up the ball and distribute the picture to prevent further incidents or assist in apprehension.

Trying to find out if a camera system has been a deterrent to criminal activity is almost an impossible thing to do. We can only assume that cameras have some sort of preventive effect.

As an example, a jewellery retailer had to hire a plainclothes guard to stand outside the store during a busy season to assist the staff with any potential incidents. The guard overheard a conversation between two women standing outside of the store at the Yorkdale Shopping Center, “We cannot do it in there because they have a lot of cameras.” One can only assume they had some sort of criminal act in mind and did not want to be identified later. If the guard had not heard that conversation, no one would have ever known that the cameras deterred a potential crime.

Cameras also have a secondary purpose and that is reviewing past events as part of an investigation (forensics). By identifying the criminal activity and providing a good identifiable picture of the suspect to police and perhaps leading to an arrest, this could deter future criminal activity by that suspect.

Recording of criminal events can lead to guilty pleas by suspects and support

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the testimony of the victims should a trial take place. Sharing these images with other jewellers can prevent further losses.

A number of JVC members have complained about some of the poor quality pictures that appear on some JVC alerts. I can only say, “garbage in, garbage out.” If cameras are not installed properly and in the right locations, they can be worthless and a waste of money. Cameras mounted high up on ceilings, overlooking people’s heads is not the best location. This may be good for tracking customer movement in stores but a waste of money for obtaining identifiable pictures of anyone committing a crime in a store and a waste of time for police.

Jewelers Mutual Insurance has some suggestions for camera placement: 1. Front door - Preferably looking into the store from a covert camera located in the doorjamb or vestibule, if possible. That way, you’re always looking away from the sunlight (glare) if the store is not in a mall. Also, you’ll get a great face shot this way.

2. Throughout the display aisles so every foot of every aisle is covered, even if the cameras are focused for a larger field of view; just as long as you have a camera set to capture a good face shot elsewhere.

3. Cameras on your high value cases like Solitaires and Rolex watches.

4. Back doors 5. Manager’s office – preferably also viewing the DVR. 6. Stairway entrances/exits 7. Exterior of building’s outside doors (whether in a strip mall or a standalone store) It’s okay to have a large field of view as long as you have at least one camera aimed to get a close facial shot, preferably as the person is leaving the store.

Some jewellers even have pin hole cameras mounted in showcases looking up at the suspect or right behind the showcase, slightly lower than the display and again, looking up. This works well with suspects wearing baseball caps.

Cameras can be a useful tool when installed correctly and can be an important part of a business’ overall security plan. They can be a deterrent to the marginal criminals and can help put the other ones in jail where they belong. CJ

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A D V E R T I S I N G For more information on how to advertise in the classified section of Canadian Jeweller magazine please contact: Lucy Holden (416) 203-7900 ext. 6117 or e-mail lucy@rivegauchemedia.com..

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For more than 20 years in Canada and 50 years in the US, Silverman’s Consultants have delivered sales strategy, direction, and solutions to jewellery stores of every size. We’ve built our reputation on successfully restructuring jewellery businesses, selling off inventory, and liquidating entire stores.

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A D V E R T I S I N G For more information on how to advertise in the classified section of Canadian Jeweller magazine please contact: Lucy Holden (416) 203-7900 ext. 6117 or e-mail lucy@rivegauchemedia.com.

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For more information on how to advertise in the classified section of Canadian Jeweller magazine please contact: Lucy Holden (416) 203-7900 ext. 6117 or e-mail lucy@rivegauchemedia.com.

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Diamonds and fur Style Council

Don’t let the cold weather deter your client from looking their best. For the frigid winter days, it’s all about lavish fur accessories and extravagant diamond jewels and watches.

Your customer doesn’t have to go out of their way to make a statement; accessorizing outer wear with a fur collar is the perfect way to add a touch of allure to an entire ensemble.

Suggesting a pair of pavé earrings, a diamond-set ring, or a sleek, rose gold watch to your client will go a long way to transform a look from lackluster to absolutely luminous. CJ

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1. Rigor Lux Fitted Dress Coat in cashmere wool, $1,150, available at Hudson’s Bay and fine boutiques across Canada 2. Movado Women’s Cerena watch, 36 mm black PVD-finished stainless steel case with 120 diamonds, $2,795 3. ELLE Jewelry Spear Collection sterling silver station necklace, $319 4. Aldo Lippincott Bordeaux faux fur scarf, $30 5. Thomas Sabo Maharani Black Onyx Earrings, $239 6. ELLE Jewelry Nefer bracelet in sterling silver and black agate, $295 7. Aldo Uliawen tall leather boots, $180

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8. Movado Mid-size Movado BOLD watch, flat 36 mm rose gold ion-plated stainless steel, $495 9. Reign by PAJ rose gold plated sterling silver micro påve ribbon ring, $130 10.Rigor Lux Fitted Belted Coat in cashmere wool and silver fox fur trim, $1,290, available at Hudson’s Bay and fine boutiques across Canada 11. Thomas Sabo Sterling Silver Collection Glam & Soul necklace, 18k rose gold-plated, $264 12. Aldo Ceravia ankle boot, $100 13. Stuller 14k rose gold teardrop-shaped earrings, $825

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Last Word

Wealth and whimsy The natural wonders of a forest can be whimsical and striking, sure to leave a lasting impression on anyone who has found themselves lost in its magical depths. It’s this world that has inspired the Fly by Night Collection

by Stephen Webster. This wickedly enchanting Fly

by Night Cuff, set in white gold and white diamonds, carries the essence of a fairy tale come to life, roused by winged creatures hiding deep inside the woods.

Enter if you dare. Retail price: $79,500 CJ

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TIME & JEWELRY

Find an authorized dealer at ELLEJEWELRY.COM elle@paj.ca

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