In the Loupe 2016 Edition

INTHE

LOUPE

Member Registration Deadline The Ultimate Jeweler Resource

IN THE KNOW WITH RJO Graduation

SEE PAGE 2

FROM THE RJO CHAT CHANNEL

Main Street Fairness Act SEE PAGE 3

NEW VENDORS

Sixteen additions to the RJO Vendor lineup SEE PAGE 5

JEWELER PROFILE:

William Jeffrey’s Fine Diamond and Jewelry SEE PAGE 10

MARKETING MATTERS

Leveraging Your Store’s Significant Anniversaries SEE PAGE 11

COVER STORY

A Look Back at RJO’s First 50 Years SEE PAGES 12-15

Registration Deadline is Wednesday, June 22

WITH MOTHER’S DAY AND GRADUATION celebrations mostly in the rearview mirror, it’s time to take a break and look ahead. RJO offers just that, with the “50 Years Together” Buying Show on July 23-25.

We’ll call the Indiana Convention Center home for the weekend, but it also will be home to valuable educational seminars, inspiring keynotes, numerous get-togethers, as well as wonderful events together. Of course, we’ll also host a tremendous Buying Show floor, featuring the best vendors in the jewelry world, including 18 new ones!

RJO’s numerous membership benefits continue as well, including: complimentary nights at the host hotels, buying discounts via RJO Purchase Vouchers, lunch coupons, and cash giveaways.

Online Registration is now open for the Show. Simply log in to RJO's website to register, and then make your hotel reservations at our host hotel, the Hyatt Regency Indianapolis, (or our overflow hotels, The Westin Indianapolis and the Omni Severin). You may also register for the show using the form in the printed Buying Show Registration Packet, which you should have received in early May.

If you’re a jeweler member, call Kristi Nelson in the RJO office at: 800-2471774 or e-mail: kristi@rjomembers.com with any questions. If you’re a vendor member, you should contact Mary Harger at: 800-247-1774 or e-mail: mary@rjomembers.com with any questions.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

In the Know with RJO

by RJO CEO Mary Peterson

Graduation

MAY AND JUNE ARE THE MONTHS for graduations whether it be college, high school, or even preschool.

What if we decided that every May we would graduate again? We would move on from the past year, seek more learning and new journeys.

After high school, young people get to decide the type of institution they will learn more from. It will soon become clear to them no matter the formal education they choose, learning also comes from the people and experiences they surround themselves with. A great deal of the best learning comes when people share their ideas and thoughts and come up with better ways to do things. Think about the difference it could make in your store if you could create a continued learning experience for everyone? Believe it or not there are some easy ways to accomplish just that.

In your store planning, do you look for ways to provide education, both formal and informal, for you and your staff? You would be amazed at what a difference it could make in your store development and staff morale. Here is a short list of ways you can graduate to better thinking and creating change.

• Have regular staff meetings, and have everyone share what was good and also challenging in the last week.

• Attend free speakers that are offered in your community no matter what the topic as it stimulates you to think.

• Pick up the phone and talk to an RJO jeweler or vendor you have a relationship with, and get advice.

• Read books on business and management. A great one is “Think and Grow Rich” by Napoleon Hill. You could even buy copies of the book for your staff.

• Make the time to read industry publications and magazines, and don’t forget In The Loupe. Have staff read articles and report out to one another what they learned.

• Take advantage of some of the training programs our vendors offer.

• Attend the RJO Next Generation or Succession Experiences.

• Become an active member of our RJO chat channel and Facebook.

• Attend RJO shows, as we offer free seminars on a variety of topics. In Indianapolis in July, we are providing some new approaches and types of seminars that will truly benefit you and your staff.

I encourage you to graduate to another level of learning and sharing by making the time to create your own education. It could be the best thing you have ever done.

Then you throw your cap in the air, as well.

• Invite some customers to come critique your store, and take them to lunch and listen to their thoughts.

RJO CEO

Vote now for RJO’s Board of Directors

VOTING IS CURRENTLY UNDERWAY for selecting four seats on the Board of Directors for RJO. You may view detailed information on each candidate here. We strongly recommend reviewing each candidate’s profile before placing your vote. You may vote here, and you must place your ballot no later than Friday, June 24. Candidates include: Bill Becker, Beckers Jewelers (incumbent); Erika Godfrey, Hawthorne Jewelry; Jeffrey Kaiser, JB Kaiser Jeweler; David Kux, Kux Jewelers, Inc.; Nancy Ecklund Marchell, Signature Jewelers; Richard R. McIntosh, McIntosh Jewelry, Inc. (incumbent); Ted Rahaim, DBK Family Jewelers; Steven M. Swan, Swan Ltd. Jewelers; Trevor T. Williams, Leitzel's Jewelry; and Thomas Wright, Wright's Jewelers, Inc.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

From the RJO Chat Channel SERVICES

Centralized Billing

Patronage Dividend

RJO Website (rjomembers.com)

Buying Shows (Fall/Spring)

RJO Chat Channel

In the Loupe – RJO’s newsletter

Free Print and Radio Ad Library (on the RJO website) Educational Seminars (at the Buying Shows)

Member-to-Member Incentive Program (Recruitment Program)

Organized Buying Trips to Antwerp and Idar-Oberstein, and Israel Travel Vouchers at Shows (offered at varying times)

Free Hotel Room Incentive (at the Buying Shows)

RJO Informational E-mail Blasts

Purchase Vouchers (at the Buying Shows)

Education on the Go Podcasts and Webinars Private Label Credit Card Service JewelConnect

Post: For those not familiar with the 20-plusyear legislative battle, many retail organizations and state governments have been lobbying to level the playing field with respect to the sales tax advantage online companies have enjoyed over local brick-and-mortar retailers. Since the birth of e-commerce, local retailers, serving as the backbone of our main streets, have been unfairly punished with a tax code giving their online competitors a federal government-sponsored advantage. Every day the stores in our community are required to collect the state’s sales tax, while out-of-state competitors get a free pass.

South Dakota has taken the lead to compensate for Congress’ inaction by passing Senate Bill 106. The state bill enhances current law by making it clear that South Dakota expects all sellers to comply with the state’s sales tax law. It does not create a new tax on anyone. It simply ensures that all who do business in South Dakota play by the same rules.

There are unanswered questions as to how SB-106 is going to work, however an initial reaction by a company our industry is very familiar with exemplifies how important the tax advantage is to these cyber companies.

This link is to an article highlighting the reaction of Blue Nile. I am a board member of the South Dakota Retailers Association, and it is my hope that other states and organizations will support the effort to force Congress to eliminate the tax advantage.

RJO Directory

RJO Membership Certificate

THE CHAT CHANNEL ON THE RJO WEBSITE (www.rjomembers.com) hosts a variety of interesting discussions each month. Here’s an edited exchange from last month that may be found in the RJO Business area, under the heading “Main Street Fairness ActVery important headway!”

Member Registration Deadline

Response One: I can only hope the other states are listening. Wondering what Mr. Trump’s take on this is?

Response Two: Our legislature passed something similar here in Washington state, home to Amazon. My guess is this will gain more momentum state-by-state. At the state level, the politicians can’t just print more money, so they see online sales as a huge tax resource. The feds don’t, as they can just print more money. Nope, it ain’t no fair!

Response Three: As hard as Texas Jewelers Association has been after it, our state legislators are closing their eyes and ears. Ted Cruz said he disagreed with this 100 percent.

Response Four: Hmmmmm. I wonder what his reasoning was? I mean if it is fair for businesses to be forced to collect taxes, that means all businesses ....

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Attendees of RJO’s Next Generation Experience gather for a group photo the weekend of May 14-16 in Chicago.

Next Generation Experience Engages RJO’s Future Jewelers

RJO’S Next Generation Experience was held Saturday-Monday, May 14-16, in Chicago, IL. The Experience offered to help the next generation of jewelers focus their attention on topics specific to their generation. The theme for this Experience was: “Creating Ultimate Jewelers of the Future,” and it revolved around three theme topics: Personal

Development Skills, Business Development and Design for the Future, and Next Steps.

The atmosphere for the Experience was energetic, and comments from the 28 attendees (representing 17 stores) were positive: • Connecting with new people in the industry was great.

• It was good getting to know other young jewelers and earning new

ideas to put into place at the stores.

• My favorite part was learning so much while having fun at the same time.

• The experience was great! The people, food, rooms, location, and speakers were awesome.

To learn more about RJO’s annual Experience, contact Hannah Green (hannah@rjomembers.com), or call her at 641-792-4900.

Members of the RJO Merchandise Review Committee gathered the first week in June at JCK in Las Vegas to interview prospective RJO vendors.

Pictured from left: Mike Noe (Noe’s Jewelry, Inc.), Tom Nelson (Nelson Jewelry), Jeff Wickersham (Wickersham Jewelry), Joanna Hudzik (Haywood’s Westlake, LLC), Kate Marks (Marks of Design), and Brendon Davis (Thomas A. Davis Jeweler).

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

NEW VENDORS A V Diamonds Houston, TX Vinay Kotak 713-400-4958 vinay@avdiamond.com www.avdiamond.com Diamond bridal/ fashion/color diamond.

Air Esscentials Miami, FL Spence Levy 305-446-1670 andrew@airesscentials.com www.airesscentials.com Scent machines.

Beverley K La Mesa, CA Morrie Knopp 619-465-4789 morrie@beverleyk.com www.beverleyk.com High-end vintage reproduction jewelry.

Citi Bank Gray, TN Patti Frazier 423-477-6961 Patti.d.frazier@citi.com Service vendor, offering direct-to-membership Jewelers Reserve Card.

Classique Creations, Maiden Lane New York, NY Marty Gurary 212-840-8477 motty.gurary@gmail.com www.myclassique.com Bridal and fashion jewelry collections feature ASPIRI cushion-cut center diamonds.

Dharm Intl New York, NY Rohit Domadia 212-398-7777 royie.us@ddpl.com www.ddpl.com Loose diamonds, all shapes, sizes, non-certified, certified.

Diamond jewelry.

Earstuds USA Dallas, TX Gal Wolman, David Amram 972-458-7182 gal@earstudsusa.com www.earstudsusa.com Diamond earstuds, manufacturers’ specialty.

Effy Group LLC New York, NY 212-944-0020 david@earstudsusa.com Colored gemstone jewelry.

Diamond jewelry. Men’s jewelry.

Larry Johnson Consulting Colleyville, TX Larry Johnson, Eric Anderson 817-980-2135

Larry@LarryJohnsonConsulting.com www.LarryJohnsonConsulting.com

Visual merchandising consulting, store design assistance, display arrangement and education, EJD-Display education.

Nice Diamonds New York, NY Nilesh Sheth 212-764-3916 nilesh@nicediamond.com www.nicediamond.com Loose diamonds: Promotional to flawless quality Melees to 10ct. In colorless, natural, and enhanced colors. Shapes: traditional, antique and unique cuts (rose, briolette, old euros, old miners, butterfly, kites, trapezoids, etc.) in singles, pairs and matched sets. Colors: pink, yellow, green, black, blue, silvemist, and champagne.

Majestic Art Los Angeles, CA John Bekarian, aka Ohannis Bekarogler 213-489-2325 majestica@earthlink.net www.majestic-art.com Gold and platinum diamond jewelry.

Makur New York, NY Masis Hagopian, Arlene Hagopian 212-730-8696 makurinfo@yahoo.com www.makurdesign.com Colored gemstone jewelry, diamond jewelry, silver and gold mix.

Malo Creation Laval, Quebec Habib Malo 450-682-6561 tony@malobands.com www.malobands.com Wedding bands from classic to luxury.

Paragon Couture Group New York, NY Rodney Kamali 800-435-8848 rodney@paragoncouture.com www.paragoncouture.com The Equinox brand is a collection of unique and bold creations in men’s fine jewelry. Every item is created to convey a daring and unique statement of confidence and masculinity.

The collection incorporates bold accents and motifs, exquisite finish, and a stunning array of diamonds and gemstones that clearly set it apart from designs of the past. All items are proudly handcrafted in the USA with the highest standards of craftsmanship.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Member Registration Deadline Paramount Gems

New York, NY Parag Jain 212-221-1520 shailesh@paramountgems.com www.paramountgems.com Strong presence in loose diamonds, bridal, fashion, and classic jewelry, leading Paramount Gems to be the proud recipients of the 2011 Centurion Award for Best Jewelry Design, runners-up for the same award in 2012, and a finalist in JCK Jewelry Choice in 2012.

Pure Grown Diamonds Iselin, NJ Suraj Mehta 732-515-4100

surajmehta@puregrowndiamonds.com

www.pgdnet.com Pure grown diamonds.

Ryan Gems Inc New York, NY Edison Akhavan 212-697-2626 simon@ryangems.com www.ryangems.com Colored gemstone and diamond jewelry.

SolupayPayment Solutions Scottsdale, AZ Angela Gage 480-513-9294 angela.gage@solupay.com www.solupay.com Jewelry industry preferred provider for credit card, debit card, and gift card processing services.

PLAN NOW FOR OUR JULY BUYING SHOW!

50 Years Together July 23-25, 2016

Indianapolis, IN

Future Show Locations February 2017

Tampa, FL

August 2017

IN PREPARATION FOR THEIR seminar at the RJO Buying Show next month, JewelConnect, the RJOexclusive web marketing system, is busy sifting through the millions of lines of records to come-up with insights on Internet buyers’ real requirements.

“It’s interesting stuff, actually,” says Andrew Boundy, JewelConnect’s manager. “We’re recording a lot of data, such as search terms, price ranges, categories, and more. It gives us a real insight into what people visiting jewelry websites are looking for.”

Boundy made it clear that JewelConnect is excited for the seminar, as it’s going to be more of an interactive, rather than purely informational session. “I am hoping to get feedback from jewelers in

the room as to whether the search criteria translate into what they see in-store or not,” says Boundy.

“The most interesting thing for us is whether ‘what’s wanted’ and ‘what’s available’ correlate, or whether buyers change their expectations based on availability.”

He added that “the ‘grail’ of statistical analysis would be to predict holes in the market by watching online trends—and then fulfill them in-store.”

JewelConnect is in its sixth year of providing RJO-exclusive web systems, which includes cooperative marketing, website design, mobile systems, online diamond retailing, virtual kiosk systems, custom web integration, and a web-catalog of more than 30,000 RJO Vendor items.

Fall Buying Trips Set for October WITH MORE THAN 30 years of experience hosting RJO member trips to Europe, this Fall’s trips have been finalized. Repeat travelers find the trips to be a smart financial strategy, and this year travelers will benefit from a revised RJO “How-To” guide.

This guide highlights the benefits of promoting the trip, keys to running the promotion, tips to create opportunities and sales for your customers, a listing of promotional materials available, and a helpful guide to closing the sale.

Denver, CO January 2018

Savannah, GA July 2018

Minneapolis, MN February 2019

Nashville, TN July 2019

JewelConnect to Reveal “Big” Data in Indianapolis

To learn more about this great opportunity, contact RJO trip coordinator Connie Matsen (cmatsen@rjomembers.com)

2016 Dates

Schaumburg, IL

First Europe Trip Hosts: Liz Schlauch & Jeff Horlacher Antwerp: October 8-13 Idar-Oberstein: October 13-17

Second Europe Trip Hosts: Connie & Steve Matsen Antwerp: October 15-20 Idar-Oberstein: October 20-24

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Quick Look Quick Look Quick Look Quick Look

Member Registration Deadline

The RJO family reunion is happening this July in honor of our golden anniversary, and we’ve done everything we can to make it the best Show ever. The weekend will include learning opportunities, terrific business discussions, reconnecting with friends (old and new), a Buying Show floor displaying the industry’s latest and greatest, friendly vendors, food and drink, and a variety of tours, zips, cruises, escapes, and rides, for a little Indy rest and relaxation.

Come meet the family, including those vendors and members who have been the glue of the family for all of RJO’s five decades. Their foresight—and that of all those who have followed— have guided us as we’ve added more member benefits and services over the decades.

Member Registration Deadline: June 22, 2016 Show Location

Indiana Convention Center Hall I 100 South Capitol Avenue 317-262-340

Complimentary Three Nights’ Accommodations

RJO will pay up to three nights’ lodging for all qualifying members at either the Hyatt Regency, The Westin Indianapolis, or the Omni Severin. A $167 per night rate will apply to members staying before or after the three nights during the Show and to non- qualifying members. This free room incentive does not include suite upgrades and additional persons.

Reserve Your Room and Register for the Show

The easiest, fastest way to reserve your hotel room and sign up for the show is RJOMembers.com and go to the Buying Show section. If you don’t have a username and password, call RJO at 800-247-1774. You may also register by phone by calling either hotel; ask for the RJO block.

Photo IDs on Show Floor

To ensure the safety of all of our members and vendors, we require a photo ID and business card upon registration check-in.

Both items must be presented to receive your badge for access to the Show floor.

Cancellation Notice If you have registered but find that you are unable to attend the Show or specific events, notify the RJO office at least five business days prior to the event (July 15, 2016) to avoid being charged. Hotel cancellations must be made 24 hours prior to your scheduled arrival. Reservations to RJO excursions requiring payment must be canceled before July 6, 2016.

The RJO Big Cash Giveaway!

Throughout floor hours the sales, specials, and deals are always flying, but being on the sales floor at the following Big Cash Giveaway times can be particularly advantageous. Drop off your raffle ticket; just being there makes you eligible to win.

Sunday: 1:30 p.m. ($100) & 2 p.m. ($200) Monday: 11 a.m. ($100), 1:30 p.m. ($200), 2 p.m. ($200), 2:20 p.m. ($200) & 2:40 p.m. ($500)

Sunday Lunch Coupons

Our very generous vendors once again are sponsoring one $10 coupon per store, good Sunday at any concession stand on the Show floor. Thank them by spending the time you save on additional shopping before the Show closes.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Purchase Vouchers Discounts

Purchase vouchers will be in effect during the Show, and applicable to all of your purchases from our vendors. Your specific voucher percentage—up to an additional 2 percent off each purchase—will be based on your store’s 2015 purchase total. This information will be available at the Show registration desk, or you can call us.

2015 Purchase Total Additional Discount on All Show Purchases $100,000-$149,999.99: 1%

$150,000-$199,999.99: 1.5% $200,000 or greater:

2%

Important: All vouchers must be completed by you and submitted to the RJO registration desk prior to the end of the Buying Show. Show voucher terms are six months.

Show and Event Schedule

FRIDAY, JULY 22 RJO Golf Tournament Hickory Sticks, 1 p.m.

RDI Diamond Training Seminar, 1-4 p.m.

Half-Day Training Session with Kate Peterson, 1-5 p.m.

Circle City Tours, 1-5 p.m.* NASCAR Event, 1-6 p.m.* Go Ape! Zip Line Adventure, 1-6:30 p.m.* The EDGE Users’ Meeting, 3-5:30 p.m.

Private Gondola Rides, 4:45-7:30 p.m.* The Handle Bar, 5:15-7:45 p.m.* Massachusetts Avenue Food Tour, 5:15-9 p.m.* Gems One Seminar, 7-9 p.m.

Ascend Marketing Users’ Group, 7-10 p.m.

Sunday Evening Gala & Awards Presentation

SATURDAY, JULY 23 Seminar/Show Registration, 7:30 a.m.-12:30 p.m.

Seminar Attendee Continental Breakfast, 7:30-9 a.m.

Seminars, 8:30 a.m.-12:20 p.m.

General Membership Meeting and Luncheon, 12:30-2 p.m.

Show Registration, 1-7 p.m.

Jan Fox-Keynote Address, 1:15-2 p.m.

RJO Idea Center, 2-6 p.m.

Buying, 2-7 p.m.

Welcome Reception, 5-7 p.m.

Next Generation and Succession Reception, 6-7 p.m.

Overseas Buying Trip Reception, 7-8:30 p.m.

SUNDAY, JULY 24 Member/Vendor Breakfast, 8-9:30 a.m.

Show Registration, 8:30 a.m.-5:30 p.m.

Buying, 9:30 a.m.-6 p.m.

RJO Idea Center, 10 a.m.-5 p.m.

Press Release Program, 1-3 p.m Antwerp and Israel Personalized DVD Filming, 3:30-5 p.m.

Happy Hour, 5-6 p.m.

Sunday Evening Gala, 6:30-10 p.m.

MONDAY, JULY 25 Indy Experience Panels and Breakfast, 8-9:30 a.m.

Show Registration, 8:30 a.m.-2 p.m.

Buying, 9:30 a.m.-3 p.m.

RJO Idea Center, 10 a.m.-12 p.m.

Farewell Event, 2-3 p.m.

Rockin’ Cocktail Cruise, 4:30-7:30 p.m.* Wholesale District Food Tour, 5:15-9 p.m.* The Escape Room, 5:40-8:30 p.m.*

*Cost of optional excursions is the responsibility of the participant.

Educational Seminars

Celebrate RJO’s golden anniversary in style! Enter our chic reception area, glowing in candlelight, then proceed to our awards presentation and formal dinner. Afterward, retreat to the elegant lounge for a drink and conversation.

We’ve invited Indianapolis’ top piano duelers to play. Feel free to dance, sing and request.

Capture all of the golden moments of our celebration with our photo booth.

6:30-10 p.m.

Hyatt, Regency Ballroom

6:30-7 p.m.

Reception and Hosted Bar

7 p.m.

Awards Presentation

7:30 p.m.

Dinner

8 p.m.

Entertainment

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Jewelry Design Contest

NEW!

Show off your creativity in RJO’s first jewelry design contest.

Categories are: Silver/Alternative Metal, Bridal Fashion Under $3,000, and Fashion Over $3,000.

To enter, send RJO your name and the name of your store, an electronic rendering of your design, a description of the materials you used, and your piece’s estimated value. Then bring the finished piece and its display holder to the Buying Show. Submissions will be judged by a panel composed of members from each RJO leadership committee.

Criteria include: overall design, adherence to the rendering, and wearability. Winners receive a crystal plaque and a certificate. There also will be a People’s Choice Award in each category. Deadline is June 22.

Buzz Sessions

NEW!

One of RJO’s biggest strengths is the opportunity to connect and share ideas with non-competitive peers across the nation. In these discussions—facilitated by Kate Peterson— you’ll have the opportunity to hear from other store owners about their common problems and proven solutions, and get the answers and ideas that will help keep your store ahead of your competition.

The Idea Center

Excursions

To register for any Registration of the following group Deadline activities, indicate on your registration form the one(s) you wish to attend and remit payment. Optional excursions cannot be canceled after July 6, 2016.

Member

FRIDAY AFTERNOON

NASCAR Pre-Race Event Includes visits to the Hall of Fame Museum and the NASCAR Merchandise Tent as well as NASCAR practice for The Crown Royal 400.

Circle City Tour With more than 50 points of interest, this tour is packed with the sights, sounds, and stories surrounding Indianapolis.

Go Ape! Zip Line Adventure Go Ape is a highly interactive outdoor adventure featuring rope ladders, 39 crossings, two Tarzan swings, and five zip lines.

FRIDAY EVENING

Massachusetts Avenue Food Tour Explore Indianapolis cuisine over the past 150 years, all within the beautifully restored Lockerbie and Chatham Arch neighborhoods.

The Handle Bar Pedal around the Circle City on a 16-passenger bike, while consuming your favorite beverage, seeing the sights, and singing your favorite songs.

Private Gondola Rides Experience the mystique and charm of downtown Indianapolis in an old-world gondola, serenaded by a golden-throated gondolier, followed by dinner along the river.

MONDAY EVENING

Wholesale District Food Tour This guided three-hour tour of the Wholesale District will explore the neighborhood’s culture, history, architecture, and cuisine.

Rockin’ Cocktail Cruise Travel to the area’s best wineries, brew houses, and distilleries aboard a beautiful party bus. A perfect ending to your Indianapolis visit. There also will be a stop along the way to grab some grub and stretch your legs.

The Escape Room You’ll be locked in a room filled with clues, puzzles, keys and combinations to help you escape. The catch: you only have 60 minutes!

After your great escape we’ll head downstairs to the Old Spaghetti Factory for dinner.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

William Jeffrey’s: Let’s Find You Something Amazing!

IF ONE DRIVES A LITTLE less than ten minutes straight north out of Richmond, VA, you’ll wind up in the northern section of Mechanicsville.

This is the home of William Jeffrey’s Fine Diamonds and Jewelry, which gets its name from neither a single person, nor from a colonial, multigenerational establishment.

“The store was originally owned by me and a business partner named William Holly, says President Jeffrey Samuels. “We thought the combination honored both of us and that it sounded old and solid, like we had been around for 100 years.” When asked about the store’s slogan, Samuels explains that there currently is not one, but he does offer, “If we did, it might be something like, ‘Look, we are all friends here. Come in, have a seat, and let’s find you something amazing!’”

This friendly, down-to-earth attitude seems to have been around during the store’s founding.

“I used to travel, selling wholesale diamonds,” says Samuels, “but I also had a wife and young son who I didn’t see nearly enough. William was looking for a business in which to invest, and he came to me with the idea to open a jewelry store.

This was a huge decision for my wife and me, but we decided to take the risk.”

William Jeffrey’s Fine Diamonds and Jewelry opened in Mechanicsville on October 4, 1991. At the time, Mechanicsville was a town of about 30,000, and theirs was the only jewelry store for miles. Samuels says they worked hard, played honest, and cultivated a very loyal customer base. Unexpectedly, Holly passed away just six years later.

“We found another partner, who we eventually bought out,” says Samuels, “and my family and I now own the store. The little baby I missed so badly back then is now married and in law school; his little brother is a senior in high school.”

William Jeffrey’s specializes in “crafting the perfect piece for the customer,” utilizing the talents of Susan Powell, one of the best jewelers and designers around, according to Samuels.

“Susan has worked with us for years and truly loves what she does,” he continues. “We sit with the customer to get to know them, and we have a good conversation about the customer’s lifestyle, quirks, hobbies, favorite colors, etc.

She once designed a bracelet with a bicycle design for a customer with a passion for cycling.”

A visit to the store will find cases filled with traditional jewelry offerings. And some twists.

“We are all about building a legacy for future generations,” says Samuels. “While we like to carry classics—who doesn’t love a strand of pearls—we love having some pieces in the store that are unusual. So we are always on the lookout for a few pieces that catch our eye with their quirkiness. We also started doing business with Add-A-Pearl. It’s a great product for children, and grandchildren.”

To generate interest and new customers, Samuels attempts to have a trunk show each month.

“It is always great to have new product that your clients can be exposed to,” he says. “We have been extremely successful with

Natural Color Diamonds from Pancis/Rarest Rainbow. It is always a five-figure event; sometimes, six!

We work with them twice a year, at least. They help with marketing and promotion, and it has become a regular part of our year.”

Samuels says that he appreciates RJO’s Buying Shows for the networking and training they offer.

He especially likes being among jewelers from all over the country and hearing their stories. He also has taken advantage of RJO’s Next Gen Experience, having sent an employee to Chicago this past May.

“Cesar felt that it was great hearing from people his own age about their business experiences,” says Samuels. “He thought the speakers did a great job, and the camaraderie was beneficial. He learned from RDI’s Andrew Rickard about getting referrals from each client that you sell. That should increase our sales.”

Samuels has occasionally considered expanding the store to more than one location, but has been happy with just the one.

“We stuck to just having one store so that I could be there for my family and all of the milestones,” he says, noting that a recent one was he and his wife’s 30th wedding anniversary.

It’s likely that adding a store wouldn’t have made him any happier anyway, since he really is all about family.

“I love to go camping with my family,” says Samuels. “A tent and a fishing pole make me happy!”

William Jeffrey’s Fine Diamonds and Jewelry is located at 9375 Atlee Road, Mechanicsville, VA. Phone: 804-730-4855.

Website: www.williamjeffreys.com

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Leveraging Your Store’s Significant Anniversaries

Maybe this would be a good opportunity to refresh your logo to include the anniversary years?

The nice thing about adding the years to your logo is that it will force you to change it again next year. Such an update is a good time to reflect your stability for the next 50 years.

Does anyone care that I’ve been in business for a long time?

I HEAR THIS QUESTION from clients all the time. My answer is always the same: ”Have you told them why they should care?”

If you—like RJO—are celebrating a milestone anniversary, I recommend making a big deal out of it. You certainly want to thank all of your customers (and don’t forget your current and former employees) for helping to make this event happen. To be in business for 75 years, 50 years, 25 years ... heck, even 10 years, is a monumental feat. To tell people and to celebrate such a milestone is a great opportunity for your business.

What has lead your business to such longevity? What did you do that a large number of (former) competitors didn’t do?

An anniversary is a perfect opportunity to remind people of what it is you do so well.

Quality products, expertise, a core group of outstanding employees, a great location, and outstanding service to the customer are a few of the reasons that businesses not only survive, but thrive. An anniversary is a perfect

Member Registration Deadline

opportunity to remind people of what it is you do so well.

But what does this mean to them? You carry the best products in town, whether that refers to engagement rings or fine watches. If they are looking for the best, that is what you’ve specialized in for 50 years!

Remind your community that you have a team of employees who have been well trained, who know the business, and are focused on serving you not only today, but for the next 50 years.

Don’t think that your location is not an important peg for your anniversary marketing. You’ve been easy to find in downtown Abilene for 50 years. Or ... you’ve been on the square in the thriving community of What Cheer. Or, in the West Lakes Mall, only five minutes from downtown.

Consider hosting an open house or a Chamber of Commerce function to get the word out.

Have an anniversary sale, highlighted with a special mailing (and perhaps special gift) to your top 50 customers.

Maybe you just sold an engagement set to a young couple whose parents—and maybe grandparents—bought their set from you many years ago. Feature them and that story in a newspaper ad or TV commercial. Don’t hide from your history; point it out and celebrate it.

Perhaps you are able to make a nice donation to a local charity (or charities) in honor of you and your store’s achievement? What a great way to give back to the community that made your success possible.

So ... does anyone care that you’ve been in business for a long time? They do if you’ve taken the opportunity to share with them the reasons for your success and what those reasons have to do with them!

Happy Birthday RJO, and here’s to another 50!

Congratulations.

Michael C. Woody is President and Chief Idea Officer of Capital Ideas, an advertising and marketing firm.

He has been in the advertising and marketing industry for more than 30 years.

Phone: 515-556-5373.

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

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Cover Story

A Look Back at

RJO’s First 50 Years As RJO celebrates its 50th anniversary this year, it’s clear that the organization is much larger, more complex, greater in reach, and serving many, many more jewelers than it did in its early years. Yet, the original concept behind RJO remains quite simple: leverage the collective purchasing power of independent jewelers to buy products and services from vendors for less.

That was the thinking five decades ago in Iowa, when Grant Johnson, an independent jeweler encouraged about a dozen of his fellow independent jewelers to come together in his basement to form a buying organization. Johnson, a partner in McLaughlin-Johnson Jewelers in Newton, was an avid business booster, serving as retail merchandising chairman of the Newton Chamber of Commerce. He proposed that the

small gathering put money in a fund established to guarantee the payments of all their purchases. The group established a list of seven vendors who would become the first approved RJO vendors.

If this story were a movie, the number of members and vendors would take off and Johnson’s original idea would be an immediate smash. But that didn’t happen here. The number of members stayed relatively the same for the first half-decade or so, despite Johnson’s best efforts.

“Grant really worked at adding new members.” says Willa Dickens, a past RJO Board Member and RJO Vice President, and owner of Herteen and Stocker Jewelers in Iowa City, IA. Dickens became involved with RJO in its second year, but not quite “joining.”

An RJO Timeline: 1966-1990 RJO started in Grant Johnson’s basement in Newton, Iowa

Neil Armstrong becomes the first human to walk on the moon

“Saturday Night Fever” brings disco dancing to the masses

RJO membership: 15

1966

1967

1968

1969

1970

1971

1972

1973

1974

1975

1976

1977

197

RJO membership: 21 Small independent retail stores began to give way to supermarkets, discount stores, and other self-service outlets.

Shopping malls pop up all over America, highlighted by the mega Woodfield Mall in Schau

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

78

In 1967, I did not own the store at the time,” says Dickens. “Grant called on Mr. Herteen and Mr. Stocker, and they gave him $100 to get rid of him. Grant came back with two choices: either add the $900 and become a full member, or he would give the $100 back. So they decided to give him the $900. They never did go to a single RJO show; they always sent me. That is how I became involved.”

Willa Dickens

Dickens recalls. “The first buying Member show was in Grant’s basement in Registration Newton. As we grew, they moved to Deadline the Terrace Lodge in Newton and then the Red Lion Hotel in Omaha. At these shows, vendors spread their stuff out on the table or beds in their rooms. No great surroundings or display showcases. The evening receptions that were after the so called ‘show’ were held at Grant’s house. The salesmen and the jewelers would all fit into one house, with space to spare—that’s how small it was!”

Dickens says that it was in the late 70s that the buying shows moved to Des Moines, IA, and then to Kansas City, MO.

“Grant picked good vendors,” says Dickens, “such as [Massachusetts-based] Marathon, which has been with us since the start! Originally—when we first started—RJO was a supply house for many of the basic items that we use. Vendors stocked chains, findings, ring mountings. They were able to purchase at a very competitive price for the membership. Also, it became more than just a buying group; it became a group of people with a common mission, who became very strong friends through the years. Exchanging ideas, failures, and successes were freely shared with other members.”

Growth of the newfound jeweler’s buying group came mostly from word of mouth, but membership did eventually spread throughout the Midwest.

Johnson did his best to find new members, and he found a unique way to take the RJO message to the West coast. Richard Morel, who in 1966 was president of the Iowa Jeweler’s Association and a charter RJO member, explained in a 2013 interview, “Grant had a son that was a doctor in California, so he went there every winter and tried to attract members there.”

The early days had some familiar elements to it, including events called buying shows.

Johnson would continue to work on growing RJO membership into the 1980s, a decade in which he

RJO begins offering hosted trips to Antwerp

RJO holds first Buying Show outside of Iowa, in Omaha, NE Jim Moye elected RJO President

1979

mburg, IL.

1980

1981

1982

1983

1984

1985

Howard Kelly, Art McEllfish serve as RJO Presidents

Tom Davie elected RJO President

1986

1987

Ed Bacon elected RJO President

1988

1989

The Berlin Wall is torn down between and East and West Germany

Power and money dominated the styles of the 1980s.

Designer jewelry, such as diamonds and pearls, were popular among many women, not only for beauty but as symbols of wealth and power.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

1990

gave up the role of President, a position that then changed hands on a near-annual basis. Attraction to the organization evolved from getting better prices on product to appreciating the efficiency of centralized billing. For a small jeweler, centralized billing saves considerable time each month reconciling and paying bills.

In 1987, RJO started two annual traditions that continue today: The issuing of year-end rebate checks through the Patronage Dividend Program, and the sponsoring of buying trips to Europe.

The Patronage Dividend Program sets RJO apart from other trade organizations and gives members a purchasing advantage unlike anything in the industry. Members purchase from RJO vendors and receive a dividend at the end of the year for all purchases made within the group. Recent figures show that members are enjoying a rebate rate of more than four percent on their purchases.

The buying trips to Europe, allowing members to buy diamonds directly from the source, began with Antwerp, Belgium, as the sole destination. In 2006, RJO extended these trips to include Idar-Oberstein, Germany, the colored gemstone capital of the world. In 2013, RJO began offering hosted trips to Israel.

In 1988, Ed Bacon, a jeweler who at the time had several stores in central Iowa, took over as

Chairman and President of RJO, serving in that capacity until he retired as President Emeritus in 2002. Bacon received the first Lifetime Achievement Award from RJO in 2006.

Replacing Bacon in 2002 was Terry Dickens, who is owner of Herteen and Stocker Jewelers in Iowa City, IA, along with his father, Willa. Terry joined RJO in 1975, and during his years as a member, has served on the Merchandise Review Committee, served as a Board member, and serves now as President and Chairman.

Terry says that his decade-and-a-half leading RJO has had a number of highlights.

“I’m really pleased about being a part of the phenomenal member growth,” says Terry, “as well as helping to create a family atmosphere between jewelers and vendors. I’ve also been pleased with our focus on innovation. As a jeweler myself, RJO allows us to streamline our buying and billing, and it has also increased our networking ability. The rebate program has allowed us to expand our merchandise mix.”

Terry says he’s also pleased about being a charter board member on The RJO Foundation, which was launched in 2015. The Foundation’s purpose is to provide scholarships and grants to individuals, groups, and programs that encourage the independent retail jeweler and

An RJO Timeline: 1991-2016 Disney returns to the top of the animation world, with the release of “Aladdin”

1991

1992

1993

RJO membership: 700

1994

1995

1996

1997

RJO membership: 431 The internet bursts on to the retail scene, with consumers having a web-connected computer— running Windows 95—in their homes.

1998

The U.S. spends nearly $100 billion to prevent the Y2K computer bug, which never materialized

Y2K

1999

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

2000

2001

2002

200

Tr in larg

03

enhances the jewelry industry. It was developed under the direction of current CEO Mary Peterson, who joined RJO in 2004.

“I first started with RJO at the Albuquerque Buying Show in 2002, as a keynote speaker,” says Peterson. “I was than asked to facilitate the Board in developing an organizational and strategic plan.

Terry Dickens I continued to work for RJO in a consultant capacity and started as CEO in 2004.”

During the past decade, membership has grown, hosted trips have expanded, buying show attendance has increased, and more personalized offerings have been created, namely the Next Gen Experience and the Succession Experience. The former is to help guide the next generation of independent jewelers, while the latter helps stores focus on succession plans.

“I love that we’re creating a positive experience for our members and vendors, which is evident in the supportive family atmosphere we have,” says

Terry Dickens elected RJO President

RJO extends the Antwerp trip to include Idar Oberstein, Germany

Mary Peterson appointed CEO

2004

2005

2006

RJO membership: 811

2007

2008

2009

Steve Jobs debuts the iPhone, of which Apple has sold more than 700 million to date

RJO launches national branding campaign

raditional shopping malls begin to show their age, e part to changed consumer habits of online shopping.

Peterson. “We’re continually Member creating new and innovate Registration services to help our members and Deadline vendors succeed. I’m pleased to have managed our fiscal stability, as we have a healthy dividend every year, and we also have money invested. My strengths as a leader are about creating open and honest relationships with our vendors and members and staff.”

“As for the future,” she continues, “we’ll be creating key partnerships to ensure the future of the industry, especially with helping younger folks to have an interest in the industry, whether it be as a jeweler, vendor rep, or manager.”

“For example,” says Peterson, “we’re working with the National Association of Guidance Counselors to have material on specific schools and colleges that offer classes for our industry in their counseling offices. We also are going to look for growth, in the number of members and quality vendors, and in the donations for the RJO Foundation, to ensure scholarships and grants.

Finally, we’re looking to increase our use of technological and social media programs, to make it easier for our members and vendors, and for our consumers.”

Peterson is proud of the advances RJO has made in her time there, and thinks the organization is nicely positioned as it begins its next 50 years.

RJO begins offering annual hosted trips to Israel

2010

2011

2012

2013

RJO begins offering the Next Gen Experience and the RJO Succession Experience

2014

The RJO Foundation is established

Mobile shopping, spurred by the iPhone, which put a computer and the internet in everyone’s pocket.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

2015

CALENDAR JUNE 2016

JULY 2016

19 Father’s Day

4 Independence Day; RJO office closed

22 Retail Member Show Registration deadline

22 All invoices must be received in RJO office

20 Summer begins

11 All payments must be received in RJO office

23 All invoices must be received in RJO office

23-25 50th Anniversary RJO Buying Show: 50 Years Together in Indianapolis, IN

NEW MEMBERS A & J Jewelers Ashok Taank Snellville, GA

referred by Jewelex, New York, NY

Blocher Jewelers Mary B DiCaprio Ellwood City, PA

G & H Jewelers Joan Harris California, MD Leonardtown, MD

Stambaugh Jewelers Scott and Audrey Stambaugh Defiance, OH

referred by Matthew Wallace, Camelot Bridal, Union, NJ

referred by Alan Miller, Alan Miller Jewelers, Oregon, OH

referred by Aubre Ford, RDI Diamonds, Rochester, NY Jewelers referring new members to our group will receive a $1,000 finder’s fee for their referral, payable after a new member has been in good standing for at least six months.

REGISTER TODAY! July 23-25, 2016

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.