April 2018 Issue

I N

T H E

LOUPE

The Ultimate Jeweler Resource

A p r i l 2 0 1 8 • Is s u e 7 9

REVIEWING MERCHANDISE

In the Know with RJO SEE PAGE 2

FROM THE RJO FACEBOOK PAGE

What type of vacuum do you use?

SEE PAGE 3

MARKETING MATTERS:

M is for Making this Mother’s Day Special SEE PAGE 10

April 27: Show Registration Opens!

MINNEAPOLIS, INSPIRATION FOR music’s “Minneapolis Sound,” and birthplace of the honeycrisp apple, serves as our host city for RJO’s Summer Buying Show.

This show features a full slate of educational sessions and seminars, keynotes and roundtables, entertainment and fun, as well as bargains from RJO’s vendors, who will provide the hottest items heading into the holiday season. In addition to the great deals you’ll find on the Buying Show floor, your RJO membership entitles you to

additional offerings, including: • up to three complimentary consecutive nights’ lodging • buying discounts—via RJO Purchase Vouchers—allowing you to save up to an additional two percent on what you buy from vendors • our popular Purchase Voucher Frenzy • a great offering of optional excursions Registration opens April 27, and your Buying Show Registration Packet may be viewed online here.

FEATURE STORY Giving Back

SEE PAGE 11

VENDOR PROFILE

Virtual Diamond Boutique SEE PAGE 6

JEWELER PROFILE

Melan Expressions SEE PAGE 8

MEET OUR NEW VENDORS

SEE PAGE 14

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

In the Know with RJO

Reviewing Merchandise

I SPENT THE EARLY PART OF LAST WEEK with RJO’s Merchandise Review Committee (MRC) in Minneapolis, and I can’t tell you how impressed I am — and how pleased you should be — by the professionalism and effort being made by this dedicated group. This feeling is the same as it was the several other times I’ve joined them, but this time I was struck about what a worthwhile process the MRC follows.

The first step for the MRC is collecting the names of potential partners, those whose products and price points would be a good match Merchandise for members’ stores. Those interested in joining RJO as a Review vendor provide a package for Committee the MRC to review, and based Jeff Wickersham (Chairman) on that review, may be invited Wickersham Jewelry to a meeting with the Mike Noe (Vice Chairman) committee. During these Noe’s Jewelry sessions, the MRC checks to Brendon Davis see if the vendor would be a Thomas A. Davis Jewelers good fit, if they can offer a serious discount to members, Joanna Hudzick Haywood’s Westlake, LLC and if they back up everything with solid terms and customer Cody Miller Alan Miller Jewelers service. Additionally we’re looking at the quality of the Tom Nelson people, since the personal Nelson’s Jewelry interaction means so much to Kendra Harris our shared success. These Jayson Jewelers Ltd. meetings can last anywhere from a half-hour to a couple of hours.

The professionalism at these reviews sometimes creates interviews that go differently than we would have thought. For example, a vendor might look like

RJO BOARD NEWS

THREE SEATS ARE CURRENTLY UP for re-election for the RJO Board of Directors. Elected members of the board: • Aid management in decision making • Review current policies and procedures • Help plan for the future through strategic planning

a sure bet based on the application and samples provided before the interview. But during the interview something may not seem just right or—in what can be a very awkward encounter—the vendor doesn’t understand or appreciate the scope and depth of RJO. This can surface via the vendor’s personality or the filling in of the information missing from their application.

That’s where your MRC members are representing your interests fully, looking out for what is best for you and the organization. It’s a proud moment.

Conversely, it’s always a bit exhilarating when a vendor is offered an interview and wows us, even though pre-meeting materials might suggest their offering is not quite “there” in order to join us. A positive personality plays a large role in such a successful interview, but it has to be backed up with some financial savvy, creativity, and trustworthiness, only revealed during a personal interview.

In this issue, you can read more about the new RJO Vendors joining us for the Summer show in Minneapolis (see page 14). Also, if you missed it the first time, you can read about what it’s like to be at an MRC gathering in our June issue of In The Loupe from last year. Here’s a link.

I hope you have a wonderful and profitable Spring, and the next time you see an MRC member, be sure to thank them for their wonderful service to RJO.

Sarah Streb RJO CEO

• Develop and implement new policies • Maintain the overall health and viability of the organization

To learn more about the position, be sure to check out the Roles and Responsibilities.

Applications are due Monday, May 7th, 2018.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

From RJO’s Facebook Page THE RJO PAGE ON FACEBOOK hosts a variety of interesting discussions every day. Here are edited exchanges from a post earlier this month:

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) (at the Buying Shows)

Member-to-Member Incentive Program (Recruitment Program)

Organized Buying Trips to Antwerp and IdarOberstein, and Israel RJO Directory

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)

RJO Membership Certificate

RJO Next Gen and RJO Succession Experiences

Private Label Credit Card Service

Scholarship Opportunities (from the RJO Foundation)

Reply One: Hoover Vacuum Cleaner Anniversary WindTunnel Self Propelled Bagged Corded Upright Vacuum (U6485900). That is what we have, and it has worked well for us, and we have low-base carpet also!

Reply Two: Oreck commercial XL. Lightweight. Works well.

Reply Three: Shark Navigator Lift-Away Professional. Quiet, compared to our old Oreck and has a much longer cord. No more bags to buy.

Educational Seminars

JewelConnect

Post: What type of vacuum do you all use? We have low-base carpet, and it seems like we go through a vacuum every darn month! Thank you.

Reply Four: We have been very happy with this little guy, the ILIFE A4s Robot Vacuum Cleaner. It was on sale for $140 a while ago. I thought “What the heck,” and went for it. We also use a Hokie carpet sweeper along with the Robot. And every now-and-then I just bring my vacuum from the house. But the Hokie and the Robot pretty much take care of the job.

Reply Five: Oreck. We have had it for years. It is lightweight and the best!

Reply Six: We use a Dyson and like it.

Reply Seven: Riccar. It’s a commercial vacuum. We use it every day and change the bags once a month. Put it on the calendar. We used to go through cheap ($100) vacuums all the time, because everyone would forget to change the bag.

Plus they just aren’t meant to be used as much. Invest in a good one. Ours was $500, with a removable hose. We’ve had it three years now and still love it.

Very lightweight.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

RJO’s Next Gen Experience hits Chicago in May

THE NEXT GEN EXPERIENCE will be held from May 19-21, 2018 in Oak Brook, IL. Next Gen was developed to create an impactful curriculum of hands-on learning and interactive dialogue to aid the next generation of retail jewelers in preparing for the future of our industry and their business.

With revised curriculum for the 2018 event, the Experience offers attendees the chance to work with other stores preparing for the future, through receptions, group dinners, roundtables, and

curriculum sessions focusing on personal and business development.

To learn more about the costs, expectations of participants, and the goals of the Next Gen Experience, go to the RJO website.

The Registration deadline has passed, but you may still learn more about the weekend from Hannah Green at: hannah@rjomembers.com, or call (800) 247-1774.

Click on the cover to learn more about the Experience.

RJO-JewelConnect: Mobile tops desktop traffic

JEWELCONNECT’S RECENT REDESIGN of the RJO store profile pages continued the uptick of mobile traffic, as Google reinforces its mobile-first agenda on the web world. Measurements of system traffic showed mobile devices just beating out non-mobile in 2017 (50.1 percent, up from 47 percent in 2016). More recent numbers (with the new responsive design) puts this figure at 55 percent, clearly demonstrating the importance of an optimized mobile experience.

“Just for fun,” says Andrew Boundy, JewelConnect’s manager, “we took a look at 2012. The mobile traffic data over the same period was 16 percent. We even had a little data from 2011 showing just 7 percent.

We’ve now seen a bit of a flattening of the mobile traffic, from it’s very rapid rise in 2013-2015, to around the half-user mark. So basically today, every second user is mobile.”

JewelConnect has always offered mobile functionality, even back in 2012, but the recent change to responsive design for RJO stores has improved the experience for the users and search engines.

Changes in both browser and device technology continues to make more things possible on mobile, and its reach seems to increase daily.

“On the mobile front, I’ve come across something recently I’d like to share with RJO members,” says Boundy. “Remember to post a sign on your store door when you’re closed, and try adding a QR code to the sign, pointing to your JewelConnect profile (you can find the QR graphic in your JewelConnect panel). This allows potential customers to simply scan the code and get some details about your store. You can add it to ads and banners, as well—anywhere, to get those mobile users in the web-door. More recent camera apps even read QR codes as standard, so you know they’re getting used.”

You can see more by logging into your JewelConnect panel at www.JewelConnect.com/login

Does RJO Have Your Most Up-to-Date E-mail Addresses?

If you’ve changed your e-mail address lately or would prefer to receive RJO communications at a different address, please let us know. Address updates and changes can be directed to Erin Sharp in the RJO office at: erin@rjomembers.com FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Be the international expert for your customers

RJO’S ANNUAL OVERSEAS BRANDING TRIP is taking reservations for this Fall, and it includes a program developed exclusively for RJO by Kate Peterson of Performance Concepts. Peterson’s program provides vital education to stores’ sales staff to make sure customers know where to go for a direct connection to overseas diamond and colored-gemstone cutters. It includes a Trainer’s Guide and Notes, an extensive PowerPoint presentation, and an associates training notebook.

Program travelers also will be greeted by the Antwerp World Diamond Centre and distinguished

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as DNA (Diamonds in Antwerp) Ambassadors. RJO is currently the only North American buying group with this partnership.

Be sure to stop by the Overseas Branding Trip Reception in Minneapolis during the Buying Show on Saturday, July 14, from 7-8:30 p.m., at the Convention Center in meeting Room 212-213.

To learn more about this great opportunity that has shown a great return on investment for your fellow RJO member stores, contact RJO trip coordinator Connie Matsen at: cmatsen@rjomembers.com.

Kate Peterson’s Top 5 Reasons You Can’t Miss This Year’s International Branding Trip

The marketing potential is endless. Jim Grot and his team have put together great graphic options that will help you put your store on the map (literally) and position yourself as world-class experts/importers in your market.

4 3

Training, Training, Training! Your trip sign-on comes with access to a custom-designed training program that will help you enlighten and inspire your team year-round.

Speaking of ‘year-round’: Really—this trip is not just about the trip (though as many travelers will tell you, two or three pre-sales can pay for the whole adventure!). It’s about positioning yourself as a ‘direct-fromthe-source’ resource for your customers and establishing and nurturing relationships that will help you provide the best options and service your market has to offer.

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You really do not want to pass on the opportunity to explore the crazy-profitable world of colored gemstones with the world’s finest guide—Jochen Benzel—and the magnificent area in and around IdarOberstein. I am convinced if I went for a week every year until ... forever, it would still not be enough time to learn all there is to know about gems and about this amazing part of the world.

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Really? You have to ask? Call it a ‘working vacation.’ Work during the day, and enjoy your evenings! Where else can you go to spend quality time working, playing, and exploring with a fabulous group of friends and colleagues, share insights, discuss issues, celebrate wins, eat delicious food (don’t miss the mussels) and drink delightful wine—all while basking in the atmosphere of the age-old capitals of our industry?

I am certain if you make this investment in yourself and your business, the effort will pay itself back easily in three sales you would not have made otherwise. Every sale past that—made because of new knowledge, a particular vendor relationship, a colleague-contact with just the right advice, your new market position as a year-round direct import source for diamonds and colored gemstones, or just your newfound perspective and appreciation for the Old World side of the industry—will simply add to your bottom line. Again and again.

Be Sure to Mark Your Calendars for Antwerp/Idar-Oberstein in October 2018

2018 Dates

First Europe Trip Hosted by Liz Schlauch & Jeff Horlacher Antwerp: October 6-11 Idar-Oberstein: October 11-15

Second Europe Trip Hosted by Connie & Steve Matsen Antwerp: October 13-18

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Vendor Profile

VDB leading the way in displaying inventory virtually

THOUGH ITS NAME MIGHT SUGGEST otherwise, Virtual Diamond Boutique (VDB), is a real place, located just two blocks east of Times Square in New York. From this real office, VDB was launched in August 2015, creating a platform that gives jewelers the ability to virtually display inventory.

“Our idea was to view a diamond without the physical item in hand,” says CEO Tanya Nisguretsky. “With technology constantly evolving and imaging systems consistently advancing, we felt it was time for our industry to evolve as well. We envisioned a time when a sale or memo call was not tied to a salesperson’s description. Since no pair of eyes is the same, everyone looks at a diamond differently. This is why a video is worth a thousand words. Everyone sees a diamond’s beauty in their own way.”

The founders of VDB—Leon Bitelman, daughter Tanya Nisguretsky, and Gil Ohad—came together from the jewelry industry, both wholesale and retail. Bitelman and Tanya understood the struggles many retailers currently face. Once the proud owners of one of the largest retail stores in New York’s Diamond District, they experienced firsthand the consequences of decreasing foot traffic and the rising costs of running a business. They decided they would have to evolve and made the difficult choice to shut down the store and move to a smaller location. One of their businesses was a diamond memo house, so the trio decided to introduce the virtual concept first with diamonds.

As a result, one of the driving forces behind VDB had been and always will be: how to support retailers in these changing times. Their idea was to provide retailers with a flexible tool for all their business needs in order for them to be able to compete and stay profitable.

VDB allows buyers access to inventory everywhere and anywhere. Because VDB is an app on their mobile devices, VDB helps them sell In the office, at the store, and on the go. VDB prides itself on the many ways it can be utilized. VDB is like a puzzle, according to Tanya, in that jewelers can put together the different pieces however they like, and what it becomes is tailored to their specific needs.

In addition to the Fine Jewelry platform, VDB is working on several exciting new products, including white labeling. “Several stores have already signed up for this option,” says Tanya, ”which allows them to market our app as their own in the App store. You will be able to set your own colors and put up your logo instead of ours.

There is a long list of customizable features such as choosing certain screens to display, locking in specific vendors, setting up special markup tiers, connecting our feed to your website, and incorporating the VDB search engine interface to your website. With the flexibility of our system, stores will be able to upload their inventory onto the app and be able share exclusively between

“The initial response was very positive and full of excitement for the possibilities,” says Tanya. “It has always been our belief to listen to our users, and when they expressed interest in other possibilities, we decided to build and release a platform for colored gemstones as well. Following that, we are happy to announce we are working on launching our Fine Jewelry platform at the JCK Las Vegas show, which will feature both jewelry and watches.”

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

different locations, thereby streamlining the process and making the selling process more efficient.”

As they continue to expand their offerings, VDB will continue to keep and improve popular features, such as Markup Modes. All three of the platforms—diamonds, colored gemstones, and soon-to-launch jewelry—come with three pricing profiles.

Another popular feature is Wholesale Mode.

“This mode displays the wholesale price of each item along with vendor information and in-app messaging to communicate directly with suppliers,” says Tanya. “But what truly make VDB unique are the other two pricing options. The second one, which we refer to as Green Mode, hides all pricing and all vendor information so a retailer can feel comfortable using VDB’s search functionalities in a customer’s presence to pinpoint exactly what they are seeking. Say a customer walks in, and they want a square diamond to replace their round?

No problem. Just switch to Green Mode and go through each search parameter with your customer and share with them the ones they like. When they are ready to buy, switch to Orange Mode. This mode allows retailers to automatically preset a custom markup for each item so they would never have to worry about selling below cost and they keep their supplier information private.

With this feature, retailers can prequalify their customers and even presell an item before they have it in the store.”

“Another feature our users love,” says Tanya, “is the Automatic Match feature. On the surface, this feature seems rather straightforward. If you need a match to a stone, just hit the Match button and our algorithm will automatically run through our entire inventory database and give you options within one grade of that stone. This feature makes selecting stones

for layouts and earrings simple and easy. But this feature is more than meets the eye. Matches are shown to users with side-by-side HD images and their information, allowing users to compare and contrast color and clarity grades.”

An RJO vendor since late 2016, VDB enjoys the sense of community RJO members have. Tanya says, “We love how RJO members have a sense of sharing and caring for their fellow members. VDB was built on the premise of community and of uniting the industry as a whole, and we are honored to be given the opportunity to create in our platform a special group just for RJO. We wanted to provide RJO members a place in which they are able to work how they want to, deal with the people they prefer to, and conduct business the way they want to, but with the help of modern technology.”

“RJO members are often surprised Virtual Diamond Boutique is a global platform,” Tanya continues, “meaning we are listing inventories from suppliers from all over the world, loose diamonds, colored gemstones, and soon fine jewelry pieces and watches as well. While we are proud to be RJO members and honored RJO asked us for a special group for members to search within network, VDB actually offers the opportunity for RJO members to search outside their group. So if a client comes in with a very specific request for a hard-to-find item, something an RJO supplier does not have. Now they don’t have to be turned away, and a sale does not have to be lost. Virtual Diamond Boutique gives retailers the opportunity to find that special item and to close the sale.”

Virtual Diamond Boutique is located at 580 Fifth Avenue, Suite 629, New York, NY. Phone: (212) 221-0975 Website: www.vdbapp.com

RJO Foundation awards five scholarships The RJO Foundation Scholarship Committee recently awarded five scholarships to RJO members.

Cassidy Bergeon, Herteen & Stocker Jewelers Gina Calhoun, Wickersham Jewelry Sierra R. Dubbeld, Haywood’s Westlake Jace Homec, Goldsmith Co. Jewelers (shown at left) Brittany Lonthair, JF Jones Jewelry

Since the RJO Foundation’s inception in 2015, it has awarded nearly $18,000 in scholarship funds exclusively to RJO members.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Vendor Profile

Melan Expressions: “Where you make the difference”

WHEN MELINDA NOLAN WAS A CHILD, you wouldn’t necessarily find her with the other kids playing in the mud. Or scooping in the sandbox.

You’d probably find her in a pile of rocks. Nolan, the founder of Melan Expressions in St. Charles, MO, eventually turned her love of stones into a career designing jewelry.

“My dream of designing jewelry started as a child with the love of everything sparkly,” says Nolan, “from climbing around in landscaping rock looking for the most sparkly rock crystals, to going to garage sales searching for the best finds with my mother. I bought books and started to learn about gemstones, and as a young adult, began to learn about jewelry-making as a hobby. It wasn’t until years after getting a business degree—and frustration in being in outside sales for various industries—I decided to turn my hobby into a career. I looked for a job in the jewelry industry, seeking a position first at the one place I knew specialized in just what I wanted to do most—custom design. That’s where I ended up. I worked for the founder of Roemer Originals for four years, before my LLC—Melan Expressions—purchased it in 2005. I decided to keep the Roemer Originals name because our customers were familiar with everything already, and I felt that would be most comfortable for them and the most seamless transition.”

In February Nolan brought in the Keith Jack line and she is really excited about the new line. Says Nolan, “so far it is doing well for us. I am extremely impressed with the selection of pieces they have, how quickly they ship them out, and the quality of their pieces. They are beautiful. I can’t say I have anything else slated to add to our store at the moment. We have a fairly small showroom, so our space is maxed out.”

Nolan’s expertise in design is matched by her focus on the customer experience.

“We offer a warm and friendly atmosphere of no pressure,” says Nolan. “We don’t work on commission and are here simply to serve our customers and help to solve problems and find solutions. We’ll be honest if we can’t do something, and we try to offer advice if we feel something is beyond repair. Our goal is to earn their trust and hope they’ll decide to make us their lifelong jeweler for all of their jewelry and repair needs, and refer their friends.”

In addition to word of mouth, Nolan also relies on technology to attract and serve customers.

“Our Google reviews through Podium have been very effective at driving people in the door. Very soon I will be launching our new e-commerce website with

The name Melan Expressions was created using the first two letters of Nolan’s first name and last three of her last name, to get Melan. “I wanted to keep the name of my LLC very open-ended,” says Nolan, “because I’m more than just a jewelry designer. I’m an artist at heart and enjoy creating many forms of art. I wanted to be able to market any of them under the Melan Expressions name.

They are expressions of my soul.”

Melan Expressions specializes in custom designed, one-of-kind pieces, and Nolan tries to help the customers design their own pieces. “We simply try to be the conduit for their design experience,” she says. While custom design services is what Melan Expressions is known for, particularly custom engagement and restyles, Nolan says, “Frederic Duclos has been a great line for us this past year, and the Ever & Ever line from Stuller has been very successful for us as well.”

When given the opportunity to provide a photo to accompany this article, Melinda Nolan of Melan Expressions offered this photo. “During the RJO European Branding trip, I had to stop at a store and purchase a pair of tennis shoes because I kept rubbing my feet. Others in the group were kind enough to wait for me and get a glass of wine while I bought my ugly tennis shoes. The funny thing was, this statue was coincidentally at the little street side cafe where they stopped.”

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

the Edge inventory through their TPW solution, and I’m also going to continue to be working on this within this next year to create the custom-end of the website, so custom design pieces can be ordered through the website, as well. It’s a very lengthy process, with tons of detail to build, write, and design, but I believe it’s a direction the consumer is demanding we have accessible to them.”

Nolan utilizes a number of RJO’s vendors for her store, but she also enjoys other RJO offerings as well.

“The overseas buying trip to Antwerp and IdarOberstein is one I definitely plan to do again,” says Nolan. “I would be going again this year, but my son is getting married on the middle weekend this October, so there was just no way to pull it off! My trip last year was great. For Antwerp, I only pre-sold two diamond sales going into it, since it was my first trip, and I didn’t really know what to expect. So, I had a pair of 1/2-ct rounds and a 1.25 ct-round I needed.

Hosts Liz Schlauch and Jeff Horlacher were great in making sure I never felt unattended or lost in what was going on or how to get around. The tours were fantastic, and I had plenty of time to shop for my diamonds through the vendors and choose

wonderful stones for my clients. The accommodations and food were fantastic, too. The experience was just amazing.”

The story I was able to tell when my clients got their piece was incredible, and the stones were extraordinary! As far as the Idar-Oberstein portion of the trip ... you really don’t want to miss this part.

Jochen Benzel takes such great care in all you get to see and do while you are there for the few days with them. Jochen’s stones are gorgeous, and even though I didn’t have anything pre-sold, I texted a client while I was there, and made a $3,000 sale before I left!

I hope more and more people sign up, so we can get more than one trip to Germany scheduled through RJO each year. This would add flexibility in the scheduling. This trip is a marketing dream. As Kate Peterson suggests, don’t just market the trip, use it to brand yourself year round as an Antwerp and IdarOberstein source.”

Melan Expressions is located at 1163 1st Capitol Drive, Saint Charles, MO. Phone: (636) 947-7207 Website: RoemerOriginals.com

RJO Foundation launches 100+ Club THE RJO FOUNDATION LAUNCHED its 100+ Club this Spring, a group of RJO members who, through their commitment together, will impact the RJO Foundation Endowment Fund. Club members are dedicated to raising money to award scholarships exclusively to RJO members wanting to further their education in the jewelry industry.

“The first 50 stores to submit their membership form to the RJO Foundation 100+ Club will be considered Pioneer members of the club,” says RJO CEO Sarah Streb.

“These stores will be recognized as Pioneer members on special signage at all RJO shows, will receive window clings to display in their store, and be given special Pioneer lapel pins to wear or place on their Buying Show badge.”

Following the first 50 stores, all 100+ Club members will receive listing on show signage, window clings, and 100+ Club Foundation lapel pins. Interested members should complete the RJO Foundation 100+ Club Membership Form, which indicates their commitment to Club membership.

The minimum financial commitment to be recognized as a 100+ Club Member is $200 each year, paid semi-annually. Invoices will be sent in May and November for $100 due in June and $100 due in December.

“We are extremely proud to have members and vendors willing to work together to make real changes

for our members wanting to expand their knowledge through education.” says Streb. “Through our combined commitment each year, we will succeed in this goal!”

If you have any questions, please do not hesitate to reach out to the Foundation’s Associate Executive Director, Connie Miller, at connie@rjomembers.com, or at (800) 247-1774.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

M is for making this Mother’s Day special …

WAY BACK IN 1989, I made what I believe was my first Mother’s Day critical mistake. Up until that point I’m certain I had made many mistakes, but none dealing with Mother’s Day and none as painfully remembered to this day.

I was well on the way to becoming a first-time father, as my wife was about five months pregnant.

Somehow in my mind I had rationalized that since we had not had the baby yet, we were also not yet parents. I’ve been wrong about many things in my life, but not this wrong. All I remember is sadness, tears, and perhaps a raised voice!

Long story short: Mother’s Day is one of the most important holidays on any person’s calendar. This most important holiday also commands a really important gift. Any occasion this important deserves jewelry.

Women who might be a bit tough to buy for are fairly easy to buy for in a nice jewelry store.

From earrings to necklaces, and from rings to watches, jewelry is something almost all women love.

Your goal as a jeweler, then, is to get these mothers’ significant others into your store as early

into the Mother’s Day thought process as possible, and make sure they leave with a gift that will delight that mom for years to come.

Many gift givers are procrastinators —and even recognizing the importance of the day—may not prioritize it on their calendar until the last minute. At that point they may flail around, completely forgetting the appropriateness of jewelry, and make the mistake of buying a new iron or vacuum cleaner. In this arena, you become more than a jeweler; you become a saver of marriages!

As I write this, we are three weeks from Mother’s Day, and I have not given one single thought to it yet.

(So much for practicing what you preach.)

I lost both of my parents in the last ten years, my dad going first and mom following a few years later.

The one thing I know is, in sitting down with my siblings to go through the family belongings, by far the most attention was paid to the jewelry. Not so much for its monetary value, but in almost every situation for its sentimental value.

A certain pair of earrings or a watch that had special meaning to each of

us for one reason or the other. Even in my dad’s case, his watches were very carefully divided amongst the kids. I sit at my desk and have mementos from both of them in clear view, including a beautiful Cross pen my dad had on his desk for probably 30 years. I never gave it much thought when he was alive, but wouldn’t give it up now for all the money in the world.

Save a marriage today. Pick up the phone, and call a handful of your customers and make it easy for them. Put together a gathering of gifts, and invite them to stop in to choose!

They will appreciate you and your thoughtfulness for years. And so will the mothers in their lives.

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.

Feature Story

Giving Back

Annette St Romain Bijoux Fine Jewelers Sulphur, LA

Mike and Lisa Pribyl Cahill-Pribyl Jewelry and Gifts Keokuk, IA

I decided to collect for the American Cancer Society because so many of our customers have had breast cancer. I have been donating for 20 years, never imagining I would be a breast cancer survivor myself. I have been cancer free for one year! I think it is important to take an active role in a community service.

We decided to do it because we saw how well it worked for RJO in Covington, KY, when they sold goblets with gems in them. We do it because we feel blessed, and it gives us a way to give back using our special niche of “Jewelry.”

We collect for breast cancer. When a customer comes in for us to remove watch links or for watch pins, we ask them to donate to our cancer jar instead of charging them. Our customers are very generous and will donate more than we would have charged them.

We send our donation once a year to Relay for Life. Also, we donate Concept pearl earrings to anyone asking for a donation.

We have retail events that feature chances on a select piece of jewelry Prashant from Diamond Expressions really helps us out on. The money we raise goes to worthy causes or fund drives in our community, such as our local hospital, playground equipment, little league, our community college, roofing our historic depot, providing funds for our local historic theater, and many other efforts. We have been doing it so long, it has become tradition and people look forward to it each year.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Feature Story Sonya Cantrell Cantrell’s Fine Jewelry Coffeyville and Independence, KS

My husband always designs and makes a piece of jewelry for our local American Cancer Society Relay for Life. He donates it to them, and they offer chances on it. On the night of the Relay for Life event, the winning ticket is drawn, and the value of the item he makes can be anywhere from $1,500 to about $4,000. The entire community looks forward to seeing what he designs each year. He feels this is a good way to give back to our community. Almost everyone has been affected by this horrible disease, whether it be family members or friends.

He got started doing this because he wanted to support the Relay for Life event, but there were not enough employees to have a team to raise money.

Shown below is the ring he made last year.

Steve Swan Swan Ltd. Jewelers Lake City, MN

I have always given back, from being a firefighter, to serving on many civic and public boards. I also provide donations to the food shelf, to education and to churches. I know you all do too, and it’s just the right thing to do.

Marshall Davidson Cornerstone Jewelry & Repair Springfield, MO

We used to take donations for Ozarks Food Harvest.

Now we go out monthly (as we can) to a local retirement home and check and clean residents’ jewelry and provide free batteries and magnetic clasps and such. Little stuff like that is free, but the management there has made it clear there are some things we may have to charge for. None of the residents have ever asked for anything for free, and on occasion just put some money in our hands and told us to shut up and take it! Makes us laugh. There are a few things we have to take in and charge for, but they understand that up front. It’s a great way to give back and get to know the seniors in your community.

We also have done promotions with a local no-kill animal shelter, where they bring an animal or two out to the store for a couple of hours, and if that animal is adopted, we pay the adoption fee. We have been able to get some great homes for some very loving pets.

Joe and Brooke Schiavone Z’s Fine Jewelry Peoria, AZ

Earl Butler K E Butler & Co. Jewelers Vidalia, GA

Each year we donate all the proceeds from battery sales, for the months of April and May, to the Paul Anderson Youth Home. The Home is a last resort for wayward boys, before going to jail. The Home is Christian-based and serves not only this area, but the entire nation. The changes in the boys’ lives are truly remarkable, and it is heart warming to hear the results from the alumni.

This year we are partnering with 1MISSION. 1 MISSION is a community development organization, giving people in poverty the opportunity to earn a house by serving their community. We are offering our customers FREE watch batteries this year, with the hope they will take the money they saved and donate it to our house build. It costs $6,000 to build a house in Puerto Penasco, Mexico. We will be closing our store, and all employees and their families who would like to join us are going down the end of September to build a house. Our community has really rallied around our efforts to raise funds, and we are already half-way there!

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Feature Story We went to a fundraising Gala for 1MISSION this past December, and we were absolutely stunned at the need. At that time, Joe and I personally decided to sponsor materials monthly for house builds. Joe had done a mission trip to Haiti back in 2012 and came back with stories of destruction and heartache. Since then, his eyes have been open to worldwide poverty, and this was our way of being able to make a small, personal impact.

We brought the idea back to our staff, and they were all so excited about what we could do. We immediately started our fundraising efforts! For every dollar our

customer’s donate, we are matching those donations. Our hopes are high for these efforts, and we hope to do more work with 1MISSION in the future!

We have always been involved in our local needs; we have worked with our food bank, schools, police and fire departments, and churches. While we are always excited about what we do for our local community, we felt like we were ready to show people outside of our community some love. We knew our customers would be responsive to what we were trying to do after being involved in so many local needs. My dad started this business over 20 years ago and built it to what it is today because of his love for the Lord and others. We are excited to share our hearts on a worldwide scale!

Summer Buying Show News & Notes A Hole in None

No RJO Golf Tournament in Minneapolis

With the amazing line-up of vendor-sponsored educational seminars scheduled on Friday, we will not be holding an RJO-sponsored golf tournament.

Although the golf tournament has served as a wonderful networking opportunity in the past, with the new Friday Evening Kick-off Reception, we hope you can still have your fill of business and pleasure!

Book Your Hotel Rooms TODAY For this show we’ll be enjoying the deluxe amenities of the Hyatt Regency Minneapolis hotel, located downtown on the Nicollet Mall amid hundreds of dining, shopping and adventure options.

As guests of the Regency, we will have complimentary access to the hotel’s Stayfit Athletic Club. Book your hotel rooms today using this link.

Friday Affiliate Meetings

RJO has made it even easier to book your rooms for Minneapolis by publishing our schedule for Friday Affiliate Meetings and Excursions. View this link and the one below, and then book your room!

Minneapolis Optional Excursions • Mall Of America Wine, Dine And Shop Tour

• Champagne Lunch And Conservatory Tour

• Prince’s Paisley Park Private Vip Tour

• Mission Manor Escape Room Experience

• Taste Of The Twin Cities Brewery And Dinner Tour

• Sunset Dinner Cruise

Interested? Read more about each excursion here.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Meet our New Vendors

BENCHMARK A J Tosyali, Tiffany Nix Tuscaloosa, AL (205) 719-2640 www.benchmarkrings.com ajtosyali@benchmarkrings.com

Line Description: Wedding bands and wedding rings in all precious and nonprecious metals.

Company Description: Benchmark is a USA-based manufacturer that has been in business for 45 years and predominantly serves the independent jeweler. We take pride in our US-based production and 95 percent of all our products are made and built stateside.

Marketing Support: 50/55 Co-op advertising available. We have built a marketing and social media site that includes a ton of social media assets, print assets, image assets, video assets ... already preformatted for various needs the retailer may have.

EFILIGREE ANTIQUE & PERIOD JEWELRY Dori & Tuvia Paul Morristown, NJ (888) 345-4473; FAX: (973) 359-1133 www.efiligree.com customerservice@efiligree.com

Line Description: Authentic antique and period jewelry. No reproductions!

Filigree mountings. Platinum, white and yellow gold (restored).

Company Description: We are a thirdgeneration family-owned business selling only authentic antique and period jewelry from Georgian through Mid-Century. No reproductions.

Additional Info: One (1) year warranty under normal wear and care. Limited repair service on goods they sell. No discount on repairs. Repairs billed through RJO.

MALAKAN & SON DIAMOND CO. Kourosh Malakan Fresno, CA (559) 431-1500; FAX: (559) 431-3452 www.malakanandson.com kourosh@malakandiamond.com

Line Description: Custom Manufacturing, CAD Services, extensive jewelry line consisting of engagement rings, bracelets, necklaces, earrings.

Company Description: Established in 1938, specializing in custom manufacturing, CAD services done overnight. Extensive jewelry line, with emphasis on engagement rings and women’s bridal.

PRIME CONSULTING Jim Matero, Jeannie Schneider Las Vegas, NV (888) 849-4978 www.nvprimeconsulting.com jim@nvprimeconsulting.com jeannie@nvprimeconsulting.com

Line Description: Consulting and management services for retail jewelers and vendors.

Company Description: PRIME specializes in providing consultation and business advisory services, concentrating on independent businesses, ranging from retail to service to wholesale.

SAMUEL B. Neda Behnam, Mathew Behnam Great Neck, NY (516) 466-1826; FAX: (516) 466-1827 www.samuelb.com mathew@samuelb.com

Line Description: Designer, artisancrafted sterling silver jewelry from the island of Bali, featuring 18k solid gold accents and all genuine gemstones.

Priced competitively at triple key.

Company Description: Samuel B. is an industry leader in artisan, handcrafted jewelry and is known for its intricate designs, extremely high quality, and affordable price points

with high margins, and 1-to-1 exchange for its retail partners.

Marketing Support: Physical catalog to help boost store sales.

Complimentary displays included with minimum order. Table top materials also available. Online portal for placing reorders and to download images and other digital brand assets. Co-op advertising also available for established customers.

SUNCOR VENTURES Derek Walton, Lisa Starr Scottsdale, AZ (360) 255-7544; FAX: (480) 272-7235 www.suncor-usa.com dwalton@suncor-usa.com lisa@suncor-usa.com

Line Description: Polar Fire Canadian Diamond Brand, True Love Family Moments (personalized family jewelry), Love It Collection (price point merchandise).

Company Description: Market leader in Canadian diamonds and price point merchandise. One of the best personalized jewelry lines in North America. Love It Diamond Collection has one of the best display systems in the industry.

Marketing Support: Website, HD images, counter cards, posters, and brochures.

UNITED COLOR GEMS Ravi Jajoo New York, NY (212) 389-6728; FAX: (212) 391-3878 www.unitedcolorgems.com info@unitedcolorgems.com

Line Description: UCG currently carries fine gemstone jewelry and loose gemstones in over 30 different colors.

Company Description: With over 25 years of experience, UCG is a vertically integrated company that manufactures and distributes loose gemstones and fine gem stone jewelry.

For terms and discounts, visit RJO’s online Vendor Directory or look at the insert in April’s monthly statement.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

MILESTONES

Robert Wesdorp, second-generation owner of Jewel-Craft in Erlanger, KY, died February 27. He was 91.

Jewel-Craft released a tribute to Bob, and it may be viewed here.

Our thoughts go out to the Wesdorp family.

CALENDAR May 2018

June 2018

9 Vendor Buying Show Registration deadline

11 All payments must be received in RJO Office

13 Mother's Day

17 Father's Day

10 All payments must be received in RJO Office 23 All invoices must be received in RJO Office 28 Memorial Day—RJO Office closed

NEW MEMBERS

Bland’s Jewelry Robert Bland Taylor Texas

Referred by: Alan Lodinger, PARIS 1901, Dallas, TX

Diamonds Evermore Gail Tarson Clovis, NM

Referred by: Mick Roscoe, RDI, Rochester, NY

Champaign Jewelers Kari Smith Champaign, IL

Fountain City Jewelers Mark Enix Knoxville, TN

Crinzi & Gullo Jewelers Salvatore Gullo Orchard Park, NY

Greg Lynn Jewelers Inc. Greg Lynn Palm Coast, FL

Referred by: Sarah Stegeman, Sturhahn Jewelers, Quincy, IL

Referred by: Andrew Rickard, RDI, Rochester, NY

Diamond Showcase Jordan Burns Longview, WA

Referred by: Doug Trimble, Allison Kaufman, Van Nuys, CA

Referred by: Len Pickett, Pickett Brothers, Jacksonville, FL

Referred by: Arkk Jewelry, Bergenfield, NJ; GN Diamonds, Philadelphia, PA

15 Retailer Buying Show Registration Deadline 21 First Day of Summer

22 All invoices must be received in RJO Office

Jefferson Estate Jewelers Donna Hardy Charles Town, WV

Referred by: Anish Desai, Star Gems, Inc., Norcross, GA

Mississippi Diamond Jewelers Ni’Cole Barker Grand Rapids, MN

Referred by: Tim Marr, Ostbye; Anderson, Inc., Minneapolis, MN

Neil Dahl Jewelers Gurjeet Lamba, Jasbir Lamba, Neil Lamba Menlo Park, CA

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.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Pugh’s Designer Jewelers Kevin Pugh Newark, OH

Referred by Duke Thames, Merit Diamond Corp., Hollywood, FL; Officina Bernardi, US LTD, New York, NY

Quinn’s Goldsmith Terence and Joy Quinn Woodbridge, VA

Referred by: Anish Desai, Star Gems, Inc., Norcross, GA

WyoBranded Gems & Jewels Bart & Susan Gray Douglas, WY

Referred by: Scott Pasquale, RDI, Rochester, NY