Wayback
THIS ISSUE’S COVER STORY FEATURES a sidebar about the Wayback Machine, a decades-old nonprofit project that randomly captures and archives webpages. A quick check shows the website has captured our RJO website more than 300 times since 2001. This isn’t too surprising, though, as Wikipedia says the Wayback Machine has archived nearly 900 billion pages since its start in 2001. Wow.
I should stop here to point out a number of RJO members reading this will think of the Wayback Machine and fondly remember Mr. Peabody and his pet boy Sherman. The other percentage won’t have a clue what you’re talking about.
As a utility, I’ve heard the site is used by tech folks as a backup when their own backups fail. Very convenient. As a time-sucking website that is both fun and surprising, let’s just say I understand what that means. Yet, I can’t think of a more concrete way to see the growth, adaptation, and trends among our RJO members over the decades than by spending some time on the Wayback Machine.
In 2001, many retailers were hesitant about the internet, wondering if its growth would hurt jewelry sales and stores. The technology was still young, so most jewelers tested the waters by hosting a site simply offering a photo, a phone number, and lots of tabs and underlined bold-faced type. Search features and e-commerce options were rare. And nearly every site was dull and looked the same.
RJO Board News
THE ANNUAL RJO BOARD OF DIRECTORS VOTING
Comparing the same store’s website from then to now, the changes are significant. As retailers learned more about what the internet was capable of and adapted to the opportunities it presented, websites became more visually appealing, offering searching, showing off a store’s personality, and—importantly— incorporating the ability for customers to buy their jewelry online.
The result of these changes also brought changes in other areas. The growth of websites and apps on mobile devices meant marketing, shopping, and sales were no longer limited to store hours or location. It also meant, for many, fewer print ads and fewer cold calls and unexpected sales drop-ins.
If you find yourself with some free time after a day of many sales, treat yourself to a visit to the Wayback Machine. While you may gain some valuable perspective and appreciate you and your store’s evolution over the years, you’ll most certainly come away with some smiles and some nostalgic things to share with your employees and friends.
In the meantime, I look forward to meeting you a little more than a month from now, in, of course, St. Louis,
Sarah Streb RJO CEO
Jeff Wickersham and Lucas Doland retained their positions on the board in the first round of voting. There was a tie for the third seat between AG Becker (incumbent) and Heather Wahl. A run-off election was held and the winner of the third seat was AG Becker. Thank you to all candidates for their willingness to serve and for all the retail members who took the time to vote for the leadership of the organization.
LEADERSHIP/RETAILER ROUNDTABLES ANNOUNCED FOR SUMMER SHOW
The RJO Board of Directors and the Merchandise Review Committee (MRC) are excited to announce a new, shared opportunity designed to garner more feedback from our retail members. Facilitated by members of your leadership teams, these roundtable discussions will be structured yet open forums designed to foster communication, collaboration, and transparency within our organization. The discussions will take place on FRIDAY, AUGUST 2nd, from 5:30 - 6:30PM, immediately preceding the Summer Show Kick-off Reception. Deadline to register is July 8, 2024. More information about the Roundtables may be found here.
S E R V I C E S
Centralized Billing
Patronage Dividend
RJO Website (rjomembers.com)
Buying Shows (Summer/Winter)
In the Loupe – RJO’s newsletter
RJO Exclusive on Facebook
Educational Seminars (at the Buying Shows)
Member-to-Member Incentive Program (Recruitment Program)
Organized Buying Trips to Antwerp and IdarOberstein
RJO Directory
Travel Vouchers at Shows (offered at varying times)
Free Hotel Room Incentive (at the Buying Shows)
RJO Informational Email Blasts
Purchase Vouchers (at the Buying Shows)
RJO Membership Certificate
RJO Next Gen and RJO Succession Experiences
JewelConnect, RJOmeet.me, and RJOCustomHatch
Scholarship Opportunities (from the RJO Foundation)
From RJO’s Facebook Page
THE MEMBER-ONLY RJO EXCLUSIVE PAGE ON FACEBOOK hosts a variety of interesting discussions every day. Below is an edited exchange from a post earlier this month, introducing new RJO staff member Brooke Baarda. The post received more than four dozen replies.
Post: Hello Everyone! My name is Brooke Baarda, and I am the newest smiling face here at RJO! My responsibilities include office duties and running RJO’s social media pages. I am currently wrapping up my last few semesters of college. In my free time, you can find me working on my racecar, racing, playing with my dogs, or spending time with friends and family. I am excited to connect with you all!
Reply One: Nice! Let’s get our socials going by gathering everyone together and following each other. Let’s make it happen, Brooke.
Reply Two: Welcome, Brooke! I look forward to meeting you in the future. RJO is a phenomenal group where a lot of connections will be made.
Reply Three: You are going to love the RJO Family.
Reply Four: Welcome to RJO. We look forward to meeting you in person at one of the upcoming Shows.
Reply Five: Welcome. RJO has great people and is a great organization.
Reply Six: Welcome to TEAM RJO !
Reply Seven: Welcome from all of us. We hope you love RJO as much as we do.
Reply Eight: We are so happy to have you as part of the RJO family!!!
Reply Nine: Are you a Chevy person, or a Ford person?
Reply Ten: Welcome. Race car, huh? Tell us more.
Reminder From Brooke: Don't forget to follow and connect with RJO through our social media pages!
RJO Foundation Names 16 Scholarship Winners for 2024
THE RJO FOUNDATION SCHOLARSHIP PROGRAM provides scholarships and grants to RJO retail owners, vendor owners, and their employees. Through direct member donations of our generous sponsor members and vendors, as well as group fundraising efforts, the RJO Foundation has awarded scholarships, to-date, totaling more than $126,000 to 177 RJO members.
The recipients of the 2024 RJO Foundation Scholarships, with award amounts ranging from $350 to $1,050, are:
Skylar Alban
Milkins Jewelers Wyandotte, MI
Erin Barrett Erica’s Jewelry Park Ridge, IL
June Bierman Rauch’s Jewelry Newton, IL
Jonathan Del Prado Georgetown Jewelers Wood Dale, IL
Annah Ducot Ray Jewelers Elmira, NY
Jessica Harrison
Patina Jewelry+Design Tecumseh, MI
Layla Harrison
Cartersville Jewelry Exchange Cartersville, GA
Cloie Manek
Kellen Manek
Mitchell’s Jewelry Norman, OK
Nancy Mauter
Hudson Jewelers
Saint Marys, OH
Rebecca Morgan Thompson Jewelers Tullahoma, TN
Brittany Murrell Gold and More Jewelers Liberty, MO
Angela Reames LaDon’s Fine Jewelry Nampa, ID
Madison Robinette
Robinette Jewelers Seneca Falls, NY
Lisa Wilson
Parkville Jewelers Parkville, MO
Chelsea Ziegler
Legacy Diamond & Gems Sheridan, WY
Nancy Mauter Awarded 2024 Kate Peterson Memorial Scholarship
NANCY HAUTER, OF HUDSON Jewelers in St. Marys, OH, is the 2024 recipient of the RJO Foundation Kate Peterson Memorial Scholarship.
The RJO Foundation created the Kate Peterson Memorial Scholarship Fund, and every Spring scholarship awards season, the top RJO applicant will receive the Kate Peterson Memorial Scholarship. A plaque is displayed at every RJO Show, highlighting those applicants who best represented Kate’s spirit.
Nancy's achievement reflects her hard work and commitment, making her a shining example of excellence.
RJO Buying Show T-Shirts
Are Available Now
THE RJO FOUNDATION HAS your Summer Buying Show t-shirt ready to go.
These Jerzees brand shirts are available in Crimson, Jade, and Vintage Heather Blue, and all proceeds benefit the RJO Foundation Scholarship Fund. We encourage you to wear them proudly on the Sunday of the Buying Show.
The cost is $30.
Sales will close the week of July 1. Click here to order yours today!
RJO Bench Jeweler Experience 2024
HELD ON FRIDAY, AUGUST 2, AT the Summer Buying Show in St. Louis, this immersive seminar series is crafted exclusively for RJO Bench Jewelers. It will provide the perfect opportunity for attendees to connect with peers, refine skills, exchange insights, and advance craftsmanship. Secure your spot now and invest in your professional growth; the registration fee is $100. The seminar’s sessions (and presenters) include:
• Maximizing Profits Using a Laser Welder (Scott Isaacs)
• Mastering Your Workspace: Effective Techniques and Tools for Organizing Your Jeweler’s Bench (Michael Nashef, ORGO Tools)
• A Clean Shop is a Profitable Shop: Optimizing Bench Jewelers' Workshops for Profitable Precious Metal Reclamation (Brian Shellenback, UPMR)
• Jewel Repair 101: Best Practices for Dealing with Repairs (Ross Wesdorp, Jewel Craft)
• Bench Jeweler Roundtable (facilitated by Devon Bond, Garrick’s Jewelers)
Click here to read more about each of these sessions. To register, choose RJO Bench Jeweler Experience on your St. Louis Registration. Already registered? Email Kristi@rjomembers.com to add this to your registration.
GIA Seminars in St. Louis
RJO IS PARTNERING WITH industry heavyweight and a leader in education, the Gemological Institute of America (GIA) Alumni Collective, to provide two popular seminars, at the Summer Buying Show in St. Louis on Friday, August 2. Each seminar is limited to 24 participants, and attendees must be pre-registered to attend. The $195 fee per seminar includes all course materials and supplies. You don’t have to be a GIA Alumni to attend these seminars.
The first course is Introduction to Colored Stones. This seminar will introduce the core concepts that buyers and sellers of these gems should know to have informed discussions with their customers, including how to identify and explain the key attributes of colored gems, the factors that determine a gem’s value, common treatments applied to gems and how to translate characteristics into compelling features and benefits.
The second course is Overview of Laboratory-Grown Diamonds. This seminar will provide essential knowledge about laboratory-grown diamonds that will give gem and jewelry professionals the confidence to have responsible discussions with their customers. Key topics will include the main production methods (HPHT and CVD), a review of important U.S. Federal Trade Commission (FTC) regulations, and the services, methods and instruments that can help to distinguish laboratory-grown and natural diamonds, including GIA Laboratory Reports and the GIA iD100™ gem testing device.
Click here for more information and to sign up for these GIA Alumni Seminars.
2024 RJO European Rock Tour Rolls on October 3
FOLLOWING THE RESOUNDING SUCCESS of its comeback after COVID, RJO is back bigger and better with its 2024 hosted tour of Antwerp and beyond. The RJO Rock Tour is not just an event; it’s a dynamic purchasing experience that empowers RJO members to become Direct Diamond Importers in their communities. With two days of gem buying, exploration, and education in the gemstone haven of Idar-Oberstein, along with a personalized tour through Antwerp’s historic Diamond District, fine dining, and the warm camaraderie of fellow RJO retailers, the 2024 tour promises to be a vibrant celebration of color, connections, and business success.
The tour begins on October 2, for those starting early with a visit to Frankfurt, Germany. These travelers will spend three days before they join with another group,
who arrive direct from the U.S. to Antwerp. After five days in Antwerp (including a day trip to Lille, France) travelers return home, unless they've selected an optional two-day side trip to London.
Erika Godfrey, of Hawthorne Jewelry in Kearney, NE, and RJO staff member Jodi Flaherty will serve as RJO hosts for the trip. Contacts, registration deadlines, and the full itinerary—including new details about the De Beers London Headquarters visit—may be found here.
Vendor Profile Standout Design: A Colored-Stone Jewelry Dream Come True
LYNN ZENG HAS A DISTINCT HISTORY of how she came to be a jewelry designer. Zeng, the owner of Standout Design in Los Angeles, CA, grew up in China, and her dream started there.
“I grew up in an era when jewelry and personal wealth was banned throughout China,” Zeng says. “Jewelry and jewelry stores were non-existent. When I was about five, I saw drawings of jewels in a Russian fairy-tale book. Since then, jewelry has become a divinely cherished—yet the most distant—longing in my heart. Where I am today definitely originates from that longing. But it is here in this great country I have the opportunity to pursue my dreams.”
“Standout Design is a woman-owned business,” she continues. “After working in the industry for 14 years, I followed the call of destiny and created the company in 2007. My long-time friend and colleague Jay Wang is an important part of the company and has been from day one.”
Located in downtown Los Angeles, a few blocks south of the Museum of Contemporary Art, Standout Design’s office is within the California Jewelry Mart, a large multi-story complex that is home to more than 500 retail shops, offering gold and silver, precious and semi-precious stones, as well as watches and jewelry repairs. Standout Design is dedicated to “covering all needs of retailers in the field of colored-stone jewelry.”
“We are right in the center of the Los Angeles jewelry district,” says Zeng, “so we have the best accessibility
to services—from searching for a special stone to custom stone-cutting—and to every link in the chain of jewelry manufacturing. We go all-out to make our customers heroes to their clients. Downtown Los Angeles helps us work miracles. However, the tradeoff is two hours of driving each day, and that’s when traffic is normal.”
“An RJO member summed us up well,” she continues. “‘You have basic pieces that are not basic and unique pieces that really stand out.’ We offer a beautiful, well- priced line of colored-stone jewelry. They can be ‘bread and butter’ or ‘Wow’ designer pieces.”
Coming up on Standout Design’s first anniversary as an RJO vendor, Zeng highlights both effort and flexibility as special qualities.
“Our willingness in going extra miles is something members can expect from us,” she says. “We promise commitment to anything and anyone in need. Standout Design’s response to text queries makes sure jewelers are never left unattended.”
“RJO members whom we do business with unanimously told us this was a wonderful group, and we would fit in well,” says Zeng. “It was a nobrainer to join! I love how members recommend us to fellow members who need help. It’s a good thing we live up to expectations every time and make sales happen.”
Standout Design is located at 607 S. Hill St., Suite 655, in Los Angeles, CA.
Phone: (213)-627-8583
Website: www.thestandoutdesign.us [currently under renovation]
Known for the first ice cream cone, the first Ferris Wheel, and the only monumental steel arch in America, St. Louis is ready for more firsts from RJO, as it hosts our Summer Buying Show at the beginning of August.
Member Registration Deadline: July 1
America’s Center Convention Complex Exhibit Hall 4 & 4X 8th & Washington St. Louis, MO
Our host hotel, the Marriott St. Louis Grand, is sold out, but rooms are available at our overflow hotel: The Magnolia Hotel St. Louis.
RJO will cover up to three nights stay for qualifying stores at the base rate.*
Reserve by Phone: (314) 436-9000; request the RJO block of rooms.
Reserve Online: rjomembers.com - Requires username and password.
*Qualifying
To ensure the safety of all our members and vendors, we will be requiring a photo ID and business card at registration check-in. These items will need to be presented to receive your badge for access on the Show Floor and ANY sponsored events held at the host hotel.
Our very generous vendors again are sponsoring one $10 coupon per store, good at any concession stand on the Show Floor on the Sunday of the Show. Be sure to thank the vendors by spending the time you save on additional shopping before the Show closes.
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 3 percent off each purchase—will be based on your store’s 2023 purchase total. This information will be available at the Show registration desk, or you can call us.
2023 Purchase Total Additional Discount on All Show Purchases
$1,000,000 or greater: 3%
$750,000 - $999,999.99: 2.75%
$500,000 - $749,999.99: 2.5%
$200,000 - $499,999.99: 2%
$150,000 - $199,999.99: 1.5% $100,000 - $149,999.99: 1%
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 & Event Schedule
FRIDAY, AUGUST 2
Bench Jeweler Educational Program
1:30 – 5:30 p.m.*
Octillion Media: Harnessing the Power of Streaming to Capture Jewelry Buyers: Ensure You are Not Overpaying Middlemen
1:30 – 2:30 p.m.
Essential Lab-Grown Diamonds Inc: Staying Ahead of the Curve with Lab Grown Diamonds
2 – 3 p.m.
Everspark / Samuel B: Revolutionizing Custom Diamond Jewelry Ordering & CAD with Everspark
2:30 – 3:30 p.m.
Teva Diamonds: Natural Earth-Mined HPHT Diamonds: Innovation in the Diamond Industry
2:30 – 3:30 p.m.
The Edge by Abbott Jewelry Systems: Catching up with the Edge
3 – 4:30 p.m.
Gems One: Clarify, Connect and Convert 3:30 – 5 p.m.
DV Jewelry Corp: The Future of Lab-Grown Diamonds: Insights from a Grower
4 – 5 p.m.
RDI Diamonds: Rare & Forever Presents: Natural Diamonds – Back to the Future 4 – 5 p.m.
Jewel360: Enhancing Value: Leveraging Jewel360's Integrations to Drive Impact
4 – 5 p.m.
Mayflower Estate Buyers: How to Host a Buying Event and Still Keep the Jewelry & How to Have a $30,000 Vintage Jewelry Trunk Show
5 – 6 p.m.
SATURDAY, AUGUST 3
Continental Breakfast (available for seminar attendees only)
7:30 – 9 a.m.
Seminar / Retail Member Show Registration
7:30 a.m. – 12:30 p.m.
Rock Tour: Waffles and Chocolate Breakfast 8 – 9:20 a.m.
Educational Seminars
8:30 a.m. – 12:20 p.m.
General Membership Meeting, Luncheon and Keynote
12:30 – 2 p.m.
Member Show Registration
1 – 7 p.m.
Buying Floor Grand Opening
2 – 7 p.m.
Buying Floor Welcome Reception
5:30 – 7 p.m.
NEXT-GEN Excursion: Top Notch Axe Throwing & Dinner ($85/person)** 6:30 – 8:30 p.m.
SUNDAY, AUGUST 4
Non-Denomination Reflection Time
7:30 – 8 a.m.
Joint Breakfast & Awards Presentation
7:30 – 9:30 a.m.
Registration Desk Opens
8 a.m.
Brain Gain Breakouts
8:15 – 9:30 a.m.
Happy Hour
5 – 6 p.m.
Member & Vendor Registration Desk Closes
5:30 p.m.
Buying Floor Closes
6 p.m.
OFFSITE EXCURSION – Sunset Dinner Cruise ($150/person)* 6:30 - 9:30 p.m.
MONDAY, AUGUST 5
Sharing the Best of Your St. Louis Experience & Continental Breakfast
8 – 9:30 a.m.
Food, Fun & Axes
ROCK TOUR: WAFFLES AND CHOCOLATE BREAKFAST
Saturday, August 3; 8–9:20 a.m. Marriott, Portland/Benton (Mezzanine Level)
Join us for a Belgium-themed breakfast and past-traveler panel discussion. Hear all about the ever-popular RJO European Rock Tour and the upcoming 2024 IdarOberstein/Antwerp/London itinerary. Meet your RJO hosts and discover how to pre-sell enough diamonds and colored stones to pay for the trip and increase your store's overall sales.
EXCURSION: NEXT GENERATION NETWORKING – TOP NOTCH AXE THROWING & DINNER
Saturday, August 3; 6:30–8:30 p.m.
Enjoy two hours of axe throwing while also networking! An Italian buffet will be served to guests the first hour. Beer, wine, and sodas are available for duration of the activity. Meet in hotel lobby at 6:30 p.m. for departure.
$85 per person (Minimum 20 people) Note: Ticketed, pre-registered event.
EXCURSION: SKYLINE DINNER CRUISE
Sunday, August 4; 6:30 9:30 p.m.
Early Member & Vendor Registration 5 – 8 p.m.
Shivani Gems: The Finest in Fancy: Expertise Meets Elegance
5:30 – 6:30 p.m.
New Member Reception (Invitation only)
5:30 – 6:30 p.m.
Next Gen Meet & Greet
5:30 – 6:30 p.m.
RJO Kick-off Reception & Tower Displays
6:30 – 8 p.m.
Show Registration Desk Opens
8:30 a.m.
Buying Floor Opens
9:30 a.m.
Farewell Event
2 – 3 p.m.
Buying Floor Closes
3 p.m.
* Pre-registration required
** Cost of optional excursions is the responsibility of the participant.
Our group will enjoy a chefinspired menu and enjoy the captivating views of the St. Louis skyline. Guests can take a stroll around the top deck to see the city from brand new angles as it lights up the night sky. Meet in hotel lobby at 6:30 p.m. for a 7:00 p.m. departure to the boat, which will begin boarding at 7:30 p.m.
$150 per person (Minimum 100 people, maximum 150)
Note: Ticketed, pre-registered event; registration deadline is July 1st
vendors booths on the Show Floor Monday ONLY. All RJO retailers present at the Show will be eligible to win.
Keynote Presentation
SATURDAY, August 3 at 1:30 p.m.
Keynote Speaker: Chad Porter
As the lead motivational speaker on the former elite Zig Ziglar International Team, hundreds of thousands have benefited by Chad Porter’s uplifting message for more than 20 years. His book, Severed Dreams, captured national best seller status in just a few days after release. Additionally, Buffalo Bills Head Coach Sean McDermott describes Chad as extremely inspirational and one of the best speakers they’ve ever had.
Educational Seminars Schedule
Jeweler Profile
Dan Martin Jewelers: Quality & Cozy in Sanford, NC
ASKED TO TELL THE HISTORY of Dan Martin Jewelers, owner Dan (Danny) Perkins makes sure he mentions his inspiration—his dad—who wasn't a jeweler at all.
"The business is named after my dad," says Perkins, the owner and founder of the store. "He wasn't a jeweler, but he would build the most beautiful oak and cherry furniture. Each piece was crafted to the highest standards. His middle name was Martin. He passed in 2007, so we take great pride in our name and making sure we live up to his legacy of quality."
"We opened three-and-a-half years ago," he continues, "and have grown beyond any reasonable expectations. We built this store ourselves, laid the floors, built the furniture, and created a custom layout. We started off investing heavily in our shop and equipment, and we focused on our strengths from day one. This allowed us to invest in the front end over the next few years, to where we could promote our new reputation as our town’s choice jeweler, with also having the widest selection of beautiful, unique jewelry."
The town Perkins refers to is Sanford, NC, located smack dab in the middle of the state, with a population of a little more than 30,000. Perkins says he started the store without any outside investments or partnerships, saying "Being able to make decisions quickly and without pushback has been a blessing."
This independence came in handy when it came to deciding the look and feel for his store.
"After working for corporate for more than 15 years, I strongly desired to create a place where customers felt comfortable and had full service," says Perkins, "where decisions didn't get hung up on needless policies, politics, or letting the company's size dictate common sense. It was important to use the corporate background on the business end, but leave the customer-facing end as the type of local jeweler experience our customers miss from days before."
"I have talked to so many people who are intimidated by jewelry stores," Perkins continues. "They will even apologize for how they are dressed, as they feel judged. There is this air in many stores that can be off-putting to your customer base. We created an environment with a modern, clean feel, but with elements that make customers feel at home. Having the shop in the open, with our little pup Lulu (a pit mix) lying on the carpet, a relaxing fountain in the corner, and our team's giant
smiles greeting you when you walk in, it all creates a cozy feeling. Admittedly, as we've grown, we've had to pull out some of the other features we used to have. Who would've known we'd outgrow our small store so quickly? The customers seem pleased though, as the jewelry options have expanded drastically, and it is all catered to their tastes."
Dan Martin Jewelers is marking its second year as an RJO jeweler this month, a membership he wasn't sure they would qualify for.
"RJO actually reached out to us for membership, but denied our application promptly!" says Perkins. "We responded with data to show why we should be accepted, and we were accepted that night. It was the right decision for our store, as it takes out the complications of invoicing, getting references, and credit lines. Not to mention the friends we've made and support from the group. It was an opportunity to grow our business with the best!"
"I can't name just one favorite aspect of being an RJO member," he says. "RJO's Buying Shows are the best, and I love the great members and vendors we get to do business with and learn from, the ease of access to new vendors (and of course the rebate), the learning opportunities at the Shows, and the status being in RJO comes with. We've enjoyed great discounts and service you won't get elsewhere. There is a reason our RJO spend keeps climbing!"
Dan Martin Jewelers is located at 1604 South Horner Blvd. in Sanford, NC. Phone: (919) 275-2994 Website: www.danmartinjewelers.com
One Crucial Mistake to Avoid in This "AI" World
By Andy Boundy VRB Internet Solutions Ltd.
UNDOUBTEDLY, THE NEXT TEN years will be dominated by artificial intelligence (AI), in the same way the previous ten belonged to mobile devices. It's only been about 15 years since "smartphones" became smart enough for us to all carry them in our pocket. It seems difficult to imagine a time before such convenience and power followed us around. Such will be for AI.
As a tech provider, I have followed AI closely, not only for its ability to one day perhaps replace services I provide (a threat), but also to make other services possible (an opportunity). Where one door closes, often another one opens. Indeed, my company's offerings now include some AI elements, and I am looking forward to an engaging seminar on Saturday in St. Louis, where we'll talk some more.
For this article I wanted to introduce what I believe to be the singularly most important element of AI when discussing small business retail (which all
RJO retailers are in). It's not content generation, task efficiency—and it's not even AI design—it's replacing or degrading store value.
My belief is always that "clients" are made in the store, whereas "shoppers" are found online. As clients power the balance sheet, it is them a retailer should covet. Often the top 100 clients drive a high percentage of the store revenue. Wouldn't it be valuable if the implementation of AI could make that 200?
The point of all this is I believe the value of the store lies in the store. By that I mean the people, experience, service, and expertise— that simply does not translate online, nor in any AI offering I have seen. It is why the store will always have better retention, margins, and loyalty than a digital retailer. So, it is imperative retailers don't "sell" AI to people who put their trust in your "human" service.
There may be offerings to help you design jewelry on AI; I am sure there are, and perhaps some are really great. However, if you tell your clients your designs are AI,
or your marketing is AI, or anything else you provide is AI, you remove value from your own business. It's a short hop from "We use cutting edge AI to help design your ring" to "Well, why do I need you then? I can do this online!"
So, as we get into this AI world, my loudest message is this: use AI, embrace it, but don't tell anyone. It is YOU the client buys, not your tools. Just like your other service providers, AI is a tool to add to your value. Use it wisely and remember to take all the credit when it does something great (and the reverse).
A final and important point:, it's also worth remembering AI is still a very young technology. Despite what you may hear, it is far from flawless and can create some issues. Make sure whoever you use for AI advises you of the risks (such as imparting incorrect information, making false claims, inventing policies, etc.) as well as the advantages.
It's a brave new world. Used strategically, AI can be an advantage. Used incorrectly, well ... you know!
RJO at JCK 2024
RJO STAFF AND MERCHANDISE Review Committee members attended this year’s JCK Show at the end of May in Las Vegas, NV. Back row (left to right): Tom Nelson, Cody Miller, Jeff Wickersham, Kendra Harris. Front row (left to right): Brendon Davis, Sarah Streb, Joanna Gruver, Sabrina Smead
Jewelry Ads From Years Past
In last month’s In the Loupe, the page 2 “In the Know with RJO” message featured an old ad sent in by an RJO member. The nostalgia resulted in requests to dozens of RJO's oldest stores, asking if they could provide some samples of ads they ran long ago. A variety of ads were sent, and they are shared here. The fonts, the styles, the phrases, and the printing quality ... all are representative of ads being run during RJO’s early days.
Necker Jewelry
Davenport, IA
DeWitt, IA
The Wayback Machine: What Did Old Websites Look Like?
Interested to know what your first attempt at your store’s website looked like? You can, thanks to The Wayback Machine. The Wayback Machine is a digital archive of the internet’s webpages, allowing users to browse through nearly 700 billion web pages archived since 1996. Developed by the non-profit Internet Archive, the website serves as a tool for preserving the history of the internet by periodically capturing snapshots of websites. Users can enter a URL to view different versions of a website across time.
For example, if you enter the RJO website (www.rjomembers.com) into the Machine’s search box, you will be presented with a timeline showing the website was captured 338 since April 28, 2001. Clicking on a year in the timeline allows you to see how many times, and on which days, the site was captured. Clicking on a day results in a pop-up box, with the time of day the site
Below is what the Wayback Machine offered for May 16, 2001.
The term “capture” here is important, as it is distinct from a screen grab, which is simply an image of the website. The Wayback Machine actually captures the site, presenting it with working links (if they were present back when).
Compare the simplicity of the 2001 website with the richness of the current website, shown below, via a Machine capture from earlier this month.
The Wayback Machine provides a fascinating glimpse into the internet’s evolution and serves as a valuable resource for historical research, verifying past content, curiosity seeking, and exploring the progression of digital culture, including independent retail jewelry stores.
Leitzel’s Jewelry
Hershey, PA
Myerstown, PA
Dahlkemper’s Jewelry Connection
TV Ads Back in the Day
It's not only print advertising, nor jewelers, which provides for an interesting look back. Below is video recently uploaded to YouTube by the UCLA Library Film & Television Archive. The video offers a preserved and restored copy of the television show "The Kraft Music Hall," with host Milton Berle, from October 8, 1958.
The video begins by catching a short moment before the Kraft show begins--about 30 seconds in--featuring the last bit from the show that was on before it: "The Price is Right," with host Bill Cullen. The sponsor for this episode of the game show is RJO vendor Speidel, and the product being promoted is the American Jet watch band. The short product plug features the sound of jets passing by and announcer Don Pardo telling viewers: Look for Speidel's American Jet, the dynamic new watch band for the jet-age male, at fine jewelers everywhere.
You
Herteen & Stocker Jewelers
Iowa City, IA
What About the Future?
Bauer’s Jewelry
Hershey, PA
Over the next two decades, independent retail jewelry advertising will undergo significant transformations driven by technological advancements and evolving consumer preferences. Digital marketing will dominate, with social media platforms, influencers, and targeted online ads playing crucial roles. Personalized advertising will become more sophisticated, leveraging data analytics and AI to tailor messages to individual consumers’ tastes and buying behaviors.
Augmented Reality (AR) will revolutionize the shopping experience, allowing customers to virtually try on jewelry from the comfort of their homes. This immersive experience will enhance customer engagement and drive online sales. Additionally, blockchain technology will provide transparency and authenticity, reassuring customers about the ethical sourcing and genuine quality of their purchases, which will be highlighted in advertising campaigns.
Sustainability and ethical practices will be central themes in advertising as consumers increasingly prioritize these values. Independent jewelers will emphasize their unique craftsmanship, bespoke services, and eco-friendly practices to differentiate themselves from mass-market brands. Storytelling will become a powerful tool, with brands sharing the narratives behind their pieces, fostering a deeper emotional connection with consumers.
Overall, independent retail jewelry advertising will become more interactive, personalized, and values-driven, leveraging technological innovations to create compelling and authentic consumer experiences.
MILESTONE
Audrey Robbins, of vendor Marathon-Kiddie Kraft, of Attleboro, MA, passed away on June 11, 2024. Marathon was one of the original vendors when RJO began in 1966. She was 91.
John Armbruster, owner of Armbruster Jewelers in Cedarburg, WI, died on June 20, 2024. He was 72. Armbruster Jewelers is marking its 140th anniversary in Cedarburg this year.
Our thoughts go out to the Robbins and Armbruster families.
CALENDAR
July 2024
1
Retailer Registration closes for RJO Summer Buying Show
4-5
Fourth of July—RJO Office closed
10
- All payments must be received in RJO Office - RJO Summer Buying Show room block closes 15
Last day to make changes to your Show registration
23
All invoices must be received in RJO Office
NEW MEMBERS
Ann Booth Jewelers
Renee Turner Conway, SC
Referred by Sarah Stegeman, Sturhahn Jewelers, Quincy, IL
Bennion Jewelers
Derek Bennion
Salt Lake City, UT
Referred by Blaine Smith, The Gem Smith, Bountiful, UT
John Brasfield
Jewelers
John Brasfield
Covington, TN
Referred by Don Brasfield, Brasfield Jewelers, Ripley, TN
Deena Diamond Designs
Deena Kassab Vancouver, WA
Falmouth Jewelry Shop
Stephen Sullivan Falmouth, MA
Referred by John D’Amico, D’Amico Manufacturing, North Providence, RI, and Giselle Hoover, Hoover Jewelers, Clay Center, KS
Kim Chau & Co Fine Jewelers
Staci Le
Sugar Land, TX
Referred by Rich Bennett, PK Bennett Jewelers (Retired RJO), Mundelein, IL
F August 2024
2-5
RJO Summer Buying Show—Meet Me in St. Louis— in St. Louis, MO
9
All payments must be received in RJO Office 23
All invoices must be received in RJO Office
Oak Valley Jewelers
Kim Contreras Oakdale, CA
Referred by Tom Vetlesen, Allison Kaufman, Van Nuys, CA
Pace Jewelers
Steve Pace Greenville, SC
Referred by Prakash Mehta, Interings, New York, NY
S & E Jewelers
James & Natalie Neumann Depew, NY
Referred by Amy Paoletti, Amy’s Fine Jewelry, Williamsville, NY; Lloyd Berger, Imagine Bridal, Great Neck, NY; and Damian Griffith, Quality Gold, Fairfield, OH
Treasure’s Jewelers
Aziz Jooma Maryville, TN
Van Horn Jewelers
Skip Hornick Owego, NY
Referred by Adam Comfort, Comfort and Son Jewelers, Vestal, NY, and Rochelle Klieger, Ruby Jewelry Co Inc., Endicott, NY
Wolf Fine Jewelers
Reuben Bibi & Scott Wolf
Eatontown, NJ
Referred by Morris Esses, Malsons Jewelers, Brooklyn, NY
Thank you to the jewelers referring new members to our group. These jewelers will receive a $1,000 finder’s fee for their referral, payable after a new member has been in good standing for at least six months.