Randy Pedersen (aka The Diamond King) is Throwing Himself a Celebration of Life Party— And You're All Invited!
SEE PAGE 11
COVER STORY
RJO Loves Phoenix
SEE PAGE 16
300 MILLION $ +
BUYING SHOW NEWS
RJO Net Sales Top $300 Million!
In addition to record-breaking sales in 2024, RJO CEO Sarah Streb announced the largest RJO dividend to date, with $16.52 million returned to members for the year. Phoenix also was a record breaker in Winter Show sales ($20.2 million) and in Show attendance (432 retailers and 216 vendors).
The Premier Jewelers Cooperative
Transitions
TRANSITIONS TAKE PLACE every day in the world of RJO. From passing a business to the next generation, to replacing a long-time employee with a new hire, to phasing out a non-performing product line and introducing an untested one—transitions happen constantly.
The goal of any transition, I believe, is for it to go smoothly.
When working on succession and handing the reigns of a business on to a new owner, maintaining continuity is essential for success. This allows for the strengthening of established relationships with customers, suppliers, and employees, ensuring stability. Proper planning helps the new owner navigate challenges effectively while preserving the business’s core values.
A smooth transition to new product lines is vital for a business’ continued success and customer loyalty. It enables the business to maintain brand identity while adapting to changing market demands. A well-planned shift ensures existing customers are introduced to new products seamlessly, and marketing efforts can be effectively tailored to highlight the benefits of the change.
When a new hire replaces a retiring long-time employee, a seamless transition allows the new employee to integrate into the role, develop necessary skills, and understand the company culture. It also helps maintain customer satisfaction by ensuring
service consistency, minimizing disruptions, and fostering trust with returning customers.
Last month's Buying Show in Phoenix marked a major transition in RJO’s leadership, and by all accounts, it went smoothly. Leadership transitions are crucial for an organization’s continued success and stability. They ensure the incoming leader understands the company’s culture, values, and goals, helping to maintain organizational continuity. A well-managed transition also fosters trust among employees, members, vendors, and other stakeholders, reducing uncertainty and instilling confidence in the new leadership.
A special thank you to outgoing RJO Board President Terry Dickens and his successor, Bill Becker—both RJO veterans—for ensuring a seamless shift in leadership. If you were unable to attend the Buying Show, you can read the transition messages from Terry and Bill on pages 6-7 of this issue. Some national media also covered the news (see links below).
Their efforts—and those of the entire RJO Board—help preserve our organization’s reputation, encourage collaboration among members and vendors, and position RJO for continued growth, ensuring a solid foundation for long-term success for us all.
Sarah Streb RJO CEO
RJO Board News
THE NEXT RJO BOARD MEETING is scheduled for April 22–24, where the Board of Directors and Merchandise Review Committee will come together for their Joint Leadership Meetings. Members with any topics you would like leadership to discuss can email RJO CEO Sarah Streb.
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 MEMBERS-ONLY RJO EXCLUSIVE PAGE ON FACEBOOK hosts a variety of interesting discussions every day. Here is an edited exchange from earlier this year.
Post: Employee name tags: Yes or no?
Reply One: Yes. First name only with title beneath, unless you’re the owner; then add your last name also. For business cards, use full name for everyone and their title below. Business cards are so cheap I immediately order them for all new hires, even if they may not be employed with us after their threemonth trial period.
Reply Two: We just started using them, and customers seem to like them.
Reply Three: Yes! We started during COVID, and customers really like them. Often they don’t recall our names (although I had gotten used to being called “the daughter,” and it’s a nice way for them to not have to ask). It’s also nice for networking events in the community. We don’t include any titles other than Graduate Gemologist.
Reply Four: We do not. We’re in a small town, and customers know my name but not necessarily my face. They would not let my employees work with them if they knew I might be available. Customers want to work with the owner.
Reply Five: We just started using them and we all like it. I give my employees $20 if a Google review mentions their name, so this is a bonus. It has greatly reduced the number of times I hear, ‘I worked with the blonde-haired girl,’ and I think it strengthens our building of relationships. I bought mine on Amazon, with just first names, as we aren’t into titles.
Reply Six: Yes. We’ve had them for decades. Our customers like them.
Reply Seven: I have one with my last name and one without. I typically wear the one with my last name at Chamber of Commerce functions and such. There are no manager/owner titles on ours. I highly recommend getting two per person, as they are worn home or lost, etc.
Reply Eight: We don’t use them, but this holiday I had blazers made with all of our girls’ names embroidered on them. That was really cute! I’m also thinking about doing a sweater for them.
Reply Nine: We don’t use them, and if we did it would just be their name. I don’t care to put titles, as I’m not a fan of clients treating employees differently based on their titles. Sadly, we are in an area where it happens. However, we do have personalized Yeti drinkware that have their name and our logo. Everyone likes those.
RJO Foundation Scholarship Application Window Now Open
APPLICATIONS FOR THE RJO Foundation’s Spring 2025 Scholarship are now being accepted. RJO retailers, vendors, and their employees are encouraged to apply by Friday, April 25. The Foundation's Scholarship Committee will meet during the first week of May to review applications. Eligibility requirements, application rules, and the application can be found here.
Among the scholarships awarded are two named scholarships: the Kate Peterson Memorial Scholarship and the Mike Pribyl Endowment Scholarship. The RJO Foundation Scholarship program provides scholarships and grants to RJO
retail owners, vendor owners, and their employees. To date, the RJO Foundation has awarded nearly $134,000 to 188 members.
Scholarship funds can be used toward professional development courses, including RJO courses such as The Management Development Program. These opportunities are made possible by member donations, generous sponsors, and group fundraising efforts. Scholarship amounts are determined by the Board and vary depending on course selection.
You're Invited to the 2025 Rock Tour!
THE PLANNING FOR AN UNFORGETTABLE JOURNEY is well underway, and we couldn't be more excited to share it with you! On behalf of Erika (on the right in the photo of us below), myself, our fantastic Antwerp vendors, and our RJO custom design partners, we are crafting a truly comprehensive experience.
This epic trip will immerse you in the world of loose diamond and gemstone sourcing, offering exclusive opportunities to explore these treasures up close. You’ll also experience an unforgettable lesson in gold production—woven throughout the rich history and beauty of Europe's finest cities.
During our 10-day adventure this fall—from October 6-16—we will be touring the Diamond Capitol of the World and the City of Gold, and your store is invited to be a part of it all. This experience is designed to bring you and your team the expert-level accolades and attention you deserve!
By sharing your journey with your community—both organically and intentionally—excitement will build in the months leading up to the trip. Plus, Antwerp purchases will come with special RJO and vendor discounts, and they’ll also count toward dividend rebates.
Be sure to connect early using the hashtag #RJOROCKTOUR, where you’ll meet other RJO travelers and vendors, and stay in the loop as we prepare for this incredible adventure!
We’re really looking forward to sharing this amazing journey with you!
Book Now: 2025 Rock Tour Registration
Best Regards, RJO Special Events Coordinator & Vendor Services Associate 641-841-1438
Jodi@rjomembers.com
Time to Opt In for Paperless Monthly RJO Statements
RJO HAS RECENTLY ROLLED OUT a member option for paperless monthly statements. This initiative has been in development for the past year and reflects a key goal of the Board of Directors to reduce postage costs and minimize our environmental impact. This option is available to any member who prefers to receive their statements electronically via email instead of through USPS. Once submitted, our Accounts Receivable Manager will update your account to paperless.
Each month, when statements are processed, an email will be sent to those who have opted for paperless statements. This email will include your current statement, along with any statement inserts for that month.
By switching to paperless statements, you can help reduce costs and decrease paper waste. Opt in today!
If you have any questions or need assistance with setting up your preferences, please reach out to our Accounts Receivable Manager, Katie Ratliff.
Opting in is quick and easy:
•Log in to the RJO website.
•Select the Invoicing Tool from the Account dropdown menu.
•Click the "Statement Preferences" box at the top of your statement window.
•Enter the email address (or addresses) where you would like to receive your statements. You can add multiple emails by separating them with a comma or semi-colon.
RJO Launches Management Development Program (MDP)
RJO IS EXCITED TO ANNOUNCE the launch of the RJO Management Development Program (MDP) in 2025, proudly sponsored by Jeweler’s Mutual and presented by Optimum Retail Solutions (ORS). Due to overwhelming interest, we’re eager to share more about this amazing opportunity!
The 2.5-day immersive boot camp (September 22-25, 2025) is designed to boost management skills and foster leadership growth within RJO stores. Created in partnership with ORS and guided by a steering committee of RJO retailers, this program addresses the real needs of our members. The program will be divided into three phases, starting with Phase One, which focuses on core management principles like effective communication, team development, performance and conflict management, problemsolving, planning, and financial oversight. The later phases will build on these skills, introducing more advanced leadership strategies.
MDP is perfect for:
•Individuals with at least one year of industry experience who are aiming for management roles.
•Current managers who want to refine and enhance their leadership skills.
•Store owners looking to gain a deeper understanding of effective leadership.
To ensure participants get the most out of the program, there will be pre-work and follow-up activities, including quarterly check-ins via Zoom or at RJO Buying Shows. We also recommend reading The Oz Principle before the program, as key insights from the book will be discussed during the opening session.
Only 60 spots are available, and registration is now open. Once the spots are filled, a waitlist will be created. The cost for Phase One is $1,495, plus travel and lodging, which includes pre-work instruction, onsite training, course materials, quarterly follow-ups, and food and beverages during the event. The Hyatt Lodge Oak Brook Chicago will serve as the event venue, offering a peaceful and natural setting for learning and growth. To register for the Phase One Management Development Program, click here.
We’re excited to offer this transformative program and can’t wait to see how it will shape the future of leadership within RJO. Stay tuned for more details, on this groundbreaking opportunity!
For any questions, contact Sarah Streb or Sabrina Smead.
Passing the Torch: 2025 Change of Leadership Outgoing RJO Board President Terry Dickens
LADIES AND GENTLEMEN, FRIENDS, COLLEAGUES, AND FELLOW MEMBERS OF RJO,
It is with a heart full of gratitude and reflection that I stand before you today. After 40 years of service in a variety of roles, the time has come for me to step down as your President. It is a moment of mixed emotions—pride in what we have built together, gratitude for the experiences we have shared, and excitement for what the future holds for this incredible organization.
When I think back to the beginning of my journey with RJO, I am reminded of the deep sense of community, collaboration, and excellence that has always defined this group.
As I take this step back, I do so knowing the legacy we have built together is strong. The friendships, the mentorships, the shared successes—these are what truly define our organization.
Since 1967, my store, Herteen & Stocker has been privileged to be a member of RJO, and throughout these years, the benefits we have received—both professionally and personally—have been invaluable. The relationships we have forged, the knowledge we have gained, and the collective strength we have harnessed have made us all better jewelers, better businesspeople, and better friends.
Throughout my tenure, I have had the honor of working alongside so many dedicated individuals
who share a passion for this organization and a commitment to its growth and success. Among them is someone who has been not only a trusted colleague but a true partner in leadership—Bill Becker. It is with absolute confidence and great enthusiasm that I pass the leadership torch to him today. Bill’s unwavering dedication, strategic vision, and deep understanding of what makes RJO exceptional make him the perfect person to lead us forward. I have no doubt under his guidance, RJO will continue to thrive and evolve, embracing new opportunities while staying true to the values that have made us who we are.
As I take this step back, I do so knowing the legacy we have built together is strong. The friendships, the mentorships, the shared successes—these are what truly define our organization. And while my role may change, my commitment to RJO and its members remains steadfast. I look forward to continuing to support and celebrate this community in new and meaningful ways.
To each and every one of you, thank you. Thank you for your trust, your support, and your friendship over these incredible years. It has been the privilege of a lifetime to serve as your President.
Here’s to the bright future ahead—under Bill’s leadership and beyond. May we continue to learn, grow, and succeed together.
It is now my pleasure to introduce you to my friend and our new RJO President ... Bill Becker!
Passing the Torch: 2025 Change of Leadership Incoming RJO Board President Bill Becker
TODAY, WE COME TOGETHER NOT JUST AS BUSINESS PARTNERS BUT AS AN RJO FAMILY, united by a shared vision that has grown and flourished under extraordinary leadership.
For the past 35 years, Terry Dickens has been a guiding force behind RJO, helping transform it from a relatively small buying group into the thriving nonprofit cooperative it is today. Through vision, dedication, and steady leadership, he has not only strengthened our foundation but also built a future of stability and success for all of us.
Terry began his service to RJO in 1987 as a member of the Merchandise Review Committee, where he served for three years. In 1990, he joined the Board of Directors and, since 2004, has served as President of the Board. He was also a founding member of the RJO Foundation Board of Directors, serving from 2015 to 2017, and held the role of Vice President of the Iowa Jewelers Association for two years. Remarkably, Terry has attended every RJO Show for the past 40 years—a testament to his unwavering commitment to this organization.
Over the years, he has led RJO through two major leadership transitions with wisdom and grace, always keeping our best interests at heart. Under his watch, the organization has experienced remarkable growth— expanding from roughly 120 stores to nearly 1,200 member stores. That kind of success doesn’t happen by chance; it is the result of
passion, hard work, and a deep commitment to the people he serves.
Now, many of you know Terry loves his cigars— maybe a little too much. In fact, some of the ladies back at the RJO office aren’t entirely sure if the smoke alarms still work or if they’ve just given up! But if cigars are the secret to great leadership, maybe we should all start stocking up.
Terry, on behalf of myself, the Board of Directors, the Merchandise Review Committee, the Foundation, the Vendor Advisory Committee, the Next Gen Committee, the RJO staff, and every member here— thank you. Thank you for your leadership, your dedication, and your unwavering belief in what RJO could become. Your legacy is woven into every success story in this room, and though you may be stepping down, your impact will be felt for many years to come.
As you begin your final year of service, and in recognition of your incredible contributions, the Board of Directors is proud to bestow upon you the title of President Emeritus.
Under Terry’s watch, the organization has expanded from roughly 120 member stores to nearly 1,200. That kind of success doesn’t happen by chance; it is the result of passion, hard work, and a deep commitment to the people he serves.
Please join me in celebrating and thanking Terry Dickens!
Vendor Profile
Nice Diamonds: 45 Years of Quality in NYC & LA
DON’T BE FOOLED BY the humility of the name Nice Diamonds. This New York-based vendor is a multigenerational, family-owned business specializing in diamonds that are much more than nice. They feature beautiful fancy-colored and colorless diamonds in traditional, unique and antique cuts. Even its location in New York City is nice—two blocks south of Rockefeller Center and two blocks east of Times Square.
All of the company’s diamonds can be added to any retailer’s website with their desired markup.
“Nice Diamonds was started in Los Angeles by my father Rasik Sheth in 1979,” says current owner and president Nilesh Sheth. “I am the eldest son, and I started the New York branch office in 1987. My wife, Purvi, my brother, Hitesh, my first cousin, Kalpesh, and his wife, Snima help run the business.”
An RJO vendor since 2016, Nilesh says Nice Diamonds offers more than 12,000 natural diamonds with over 100 unique shapes, in all colors and price points. The goal, he says, is to help retail partners improve their bottom line by adding these to their sales and marketing pitches. All of the company’s diamonds can be added to any retailer’s website with their desired markup. They also provide high-resolution images and videos for use on retailer websites and social media promotions.
“Prior to joining RJO, we were working with a few RJO retailers,” says Nilesh “and they explained to us the inner workings of the group, where not only the retailers benefit from rebates and dividends for all their purchases, but also the vendors benefit with guaranteed payments and
centralized billing. So, we decided to join and have seen good growth in our business within the RJO family. We love the family atmosphere and how everyone in the group participates to help each other grow.”
“We offer retailers excellent customized short-term memo programs,” he continues. “We help members select diamonds from our large stock, which they can bring in for a short-term memo for trunk shows or any other diamond event. The selection includes colorless traditional and unique-shape diamonds, natural and enhanced fancy color diamonds, and matched sets of side stones, to accent the center stones. We are constantly adding new and unique products daily to our stock, so do call us even if you have one of the craziest requests. We either have it in stock or can produce it. With our breadth of knowledge, we bring to you a high level of professionalism that is reflected in the quality of our diamonds.”
Nice Diamonds is a third-generation vendor in the diamond business and is a member of the Responsible Jewellery Council (RJC), Indian Diamond & Colored Stone Association (IDCA), Diamonds Dealers Club (DDC), Diamond Club West Coast (DCWC), and Jewelers Board of Trade (JBT).
Nilesh says his parents and grandparents left a great legacy of good morals, values, and work ethics. These values and morals, he says, are instilled into every family member before they join the business. All the family members joining the business get thorough training as to how to behave with everyone in a humble manner, giving full respect.
“Just like our diamonds,” says Nilesh, “all of the family members in the business are unique, belong to different age groups, have unique personalities, and bring a lot of good things to the table and complement each other. We would love to welcome all our RJO retail family members to come and visit us in New York, where we can show them some real Big Apple experiences, such as street foods, subway adventures, and some crazy and funky diamonds, as well.”
Nice Diamonds is located at 36 West 47th Street, Suite 705, in New York, NY.
Phone: (212) 764-3916
Website: https://nicediamond.com
Purvi Sheth and Snima Sheth
NEW VENDORS
Gemological Institute of America, Inc. (GIA)
Carlsbad, CA
Rebecca Boyajian (760)603-4200
www.gia.edu
Gemological Institute of America, Inc. (GIA), established in 1931, is the world leader in gemological research, education, and laboratory services. Known for creating the 4Cs of diamond quality, GIA’s mission is to uphold public trust in gems and jewelry.
Luvente
New York, NY
Daniel Dabakarov (212)730-1003
www.luvente.com
Luvente is a fine fashion jewelry designer and manufacturer. We strive to always have the latest designs and offer the most flexible terms to our retail partners. We keep an on-hand inventory of more than $10 million for expedited shipments, and we offer a lifetime warranty on our jewelry. Our product line ranges from $115 - $50,000, within the categories of: Diamond, Precious, and SemiPrecious. We have more than 8,000 active SKUs, consisting of classic jewelry, such as hoops and huggies, to trend-setting runway looks. In many cases, we can fill the role of 3–4 different vendors.
MG Worldwide
New York, NY
Brady D’Elia & Tetsu Takahashi (212) 354-7680
www.fandripshop.com
We pride ourselves on being a one-stop shop for men’s jewelry. We offer made to order as well as delivery. Men’s groom, diamond band, and gemstone rings. Men’s body and fashion jewelry. Our new licensed NCAA collection is Fan Drip.
Original Gems Inc.
New York, NY
Amit Birani
(212)768-2036
www.originalgems.com
Precious and semi-precious stones, medium to fine quality, specializing in emeralds, rubies, and sapphires. Diamonds in all shapes and sizes!
Prima New York
Great Neck, NY
Eli Kashi (516)466-1818
www.primanewyork.com
Manufacturer of exceptional, high-quality jewelry, specializing in diamond, fashion, bridal, and gemstone collections. Expertise in custom design and tailored special orders. Our collections seamlessly blend timeless elegance with modern trends, offering a full range of jewelry categories, including rings, pendants, earrings, bracelets, and necklaces. Featuring exquisite diamond fashion pieces, vibrant precious and semi-precious gemstones, lustrous pearls, and stunning engagement rings and wedding bands, our designs are available in both gold and platinum.
Vimco Diamond Corp. New York, NY
Anu Hirawat
(212)302-7188
www.vimcodiamond.com
Vimco Diamond is dedicated to crafting fine jewelry with a focus on exceptional diamond quality and timeless craftsmanship, building a legacy of excellence since 1985.
For terms and discounts, visit RJO’s online Vendor Directory
Setterberg Jewelers: Turning 100 in the Arizona Sun
HITTING 100 YEARS IS QUITE a milestone among retail jewelers, and this year Setterberg Jewelers in Sun City, AZ, has reached that mark. Co-owner Kymberlee Setterberg won’t be letting the occasion pass quietly.
“On April 10—the hundredth day of the year—we are hosting our 100 Year Birthday Bash!” says Kymberlee. “The event will feature a ton of promotions and giveaways. For example, the first 100 people will receive a gift card with the top prize being a $1,000 gift card! In addition, we are giving away a 1.00 ctw. lab diamond pendant, a 1.00 ctw. lab diamond bracelet, and 1.00 ctw. lab diamond studs. We are embracing the ‘100’ theme, for sure. There will be three generations of Setterbergs in attendance, plus other local special guests! And of course, lots of food, bubbles, and cake!”
The three generations in attendance represent most of the family’s generations, but not all. Setterberg Jewelers is a fourth generation and family store that started in Minnesota in 1925. In 1968, the family moved to Arizona and opened the current storefront in Sun City. Kymberlee and her husband Michael are the current owners. Kymberlee proudly points out she is the sixth Registered Jeweler of the American Gem Society in the family.
“My husband’s great-uncle, Wendell Setterberg, was the driving force behind our family joining RJO,” says Kymberlee. “In addition to being a wonderful man, he was also super smart, because joining RJO was a great decision! When my husband and I purchased the store in 2017, the RJO family welcomed us with open arms! I could not even imagine where we would be as a store today without the love and support
Four generations of Setterberg Jewelers: Walter and Irving (right; 1st and 2nd) and the 3rd and 4th generation today (far right)
from RJO. I take great pride in our store being such a long-standing member of the RJO family.”
That “long-standing” reference comes out to nearly 55 years, with the store joining RJO in 1971. Kymberlee is hard-pressed when asked what she appreciates most about being an RJO member.
“Everything!” she says. “I am not sure there is one specific thing. The connections, the support, the camaraderie, the education, and the love felt from this group is priceless!”
Kymberlee returns the love, serving as president of the RJO Foundation.
“The RJO Foundation holds a special place in my heart,” she says.” Raising funds to support other jewelers in their educational endeavors is such a meaningful way to give back to our jewelry community. Education is so important to continue to build trust and loyalty within our community.”
Building trust and loyalty seems to be a solid talent for Setterbergs, as their customers have nothing but good things to say about them. Literally. The store has more than 1,110 customer reviews on Google, and the average score is 5 out of 5 stars (5.0). A typical review from a month ago exemplifies this rating: “Setterberg Jewelers treats you like family! I am so happy with the care they provided. My ring looks fantastic and brand new. We will be back to add another piece of jewelry to my collection!”
Setterberg Jewelers is located at 9885 W. Bell Road in Sun City, AZ.
Phone: (623) 972-6130
Website: www.setterbergs.com
Can You Influence AI (ChatGPT) To Find Your Store?
By Andy Boundy MyStore.Jewelry
IT’S TRUE. ARTIFICIAL Intelligence (AI) is taking over a lot of duties online. From content to bots, from graphics to process automation, AI is pretty much king right now. But what about the mysterious world of Search Engine
Optimization (SEO) and AI? What’s happening there? This question stems from a client who asked me, “Is it possible to train AI—such as ChatGPT—to answer questions for us such as ‘Where is the best jewelry store in my city?’”
I had to do some research on this, and with all things AI, the answer is a little contested. From what I can tell, AI itself is not ranking websites, but uses other services to indicate how results should appear. The two main sources for this seem to be Google Business Profile (formerly Google My Business) and, possibly, Bing Places for Business.
For local businesses—especially retail stores that prioritize in-store sales over e-commerce—Google Business Profile (GBP) seems to be a major source. My client was
already listed on ChatGPT (in second place) for their question and this is, I feel, because of their Google presence on Google Maps and Google Reviews (the main GBP benefits) rather than established website SEO. As Google has a wellestablished service with GBP, and it links to its mighty Google Maps, this would seem the best source for such information, and my research points to this being the best way to get yourself listed on ChatGPT and probably other AI systems. Why reinvent the wheel?
However, Microsoft is a major investor in OpenAI (the organization behind ChatGPT), so it also makes sense they would want their system used in tandem. Microsoft’s depth is not as complete as Google’s offering, as Bing has but a fraction of Google’s user volume, however, there is a
possibility AI results may also be using Bing, possibly for less localized results.
As things develop, time will tell us more about this question, but from a purely strategic standpoint, it makes sense to ensure your stores and websites are listed on both systems. Certainly, the Google system is worth a little time, claiming your business, responding to reviews, and ensuring the information is always up to date. This benefits your results on Google Maps and Google Search, plus—as we have discussed—it should get you onto AI searches as well.
The rabbit-hole of SEO continues for basic search, with the majority of first- and second-page results going to sponsored results (payper-click Google ads). Google pushes its own systems, obviously, so I believe a strong presence on GBP is well advised, regardless. AI-powered searches on mobile devices are becoming increasingly common with the new generation of AI-enabled phones, so again, the future will tell us how much longer the “Web-iverse” continues to use basic search. I believe it will continue for at least a while.
Randy Pedersen (aka "The Diamond King") Is Throwing Himself a Celebration of Life Party— And You're Invited!
RANDY PEDERSEN, ALSO KNOWN as "The Diamond King," has been battling Parkinson's for a long time. Now, he's throwing himself a Celebration of Life party while he's still able to enjoy it— and all of his RJO friends are invited. See the invitation to the right for more details (click to enlarge).
Randy owned The Diamond Center in Wayne, NE. During his career in the jewelry business, he served on RJO's Merchandise Review Committee (MRC) and received the RJO Lifetime Achievement Award in January 2018. To read the full award presentation remarks about Randy, click here.
The Art of Effective Communication
Bhavin Mehta NUNU
Effective communication is the cornerstone of any successful business. It’s not just about conveying information—it’s about creating a space where ideas can be shared freely and everyone feels understood. Leaders who master the art of communication can build trust, inspire action, and lead teams toward shared goals.
As CEO and Founder of NUNU— Your Business Transformation Partner—I bring more than three decades of experience in the Jewelry industry and a deep understanding of the power of communication.
The Power of Listening
Listening is where real communication starts. It’s not about waiting for your turn to speak but about truly understanding what’s being said— and what’s not. Often, people say one thing while their tone or body language hints at something else. Recognizing these cues can help address problems early and foster stronger relationships.
Clarity Over Complexity
Vague communication creates confusion, while clear and precise messaging fosters alignment. Imagine being told, “Let’s reschedule the meeting,” only to realize later the timing wasn’t clear. Misunderstandings like this waste time and resources.
A simple practice—like starting every meeting with a clear agenda—ensures everyone knows what’s expected. It’s the small habits that lead to big changes in how teams collaborate.
Lighten Up with Humor
Humor might seem trivial, but it’s a powerful tool for navigating difficult
conversations. It doesn’t have to be elaborate—just a simple, lighthearted comment can ease tension and create a sense of camaraderie.
For instance, introducing tough news with a humorous anecdote can soften the impact and keep morale high. Humor shows even in challenging times, there’s room for understanding and positivity.
Inspire Through Stories
Stories have the ability to engage and inspire action. They make complex ideas relatable and easy to understand. Sharing real-life examples of challenges to overcome or innovative ideas implemented can motivate teams to push boundaries and think differently.
For example, reframing a routine task like improving office coffee bars into a creative challenge could inspire new approaches to other everyday problems. The key is showing how small changes can lead to significant outcomes.
The Strength in Pausing
Sometimes, the most powerful part of a conversation isn’t what you say but what you leave unsaid. Pausing allows others to step in, share their ideas, and feel heard. Collaboration thrives in the space created by thoughtful silence.
If you find yourself dominating the conversation, take a moment to stop and ask, “What do you think?” You might be surprised by the insights that emerge.
Confidence Through Connection
Effective communication isn’t just a skill—it’s a commitment to clarity, collaboration, and confidence. By listening with intent, speaking with purpose, and staying open to others’ ideas, you can foster stronger connections and drive meaningful results.
Here’s an effective and proven exercise for you to try: Write one “I” statement you’ll use this week. For example, “I feel we can improve our workflow by aligning priorities.” This small step can have a big impact on how you communicate and lead.
The Takeaway
Communication isn’t about perfection; it’s about being intentional. It’s about finding clarity, building collaboration, and inspiring confidence in every interaction. These principles aren’t just theories; they’re practical tools that can elevate any team or business.
Start small. Listen better, speak clearer, and leave room for others. With these steps, you’ll see the transformation not just in conversations but in the results they bring.
Mastering the art of communication doesn’t require grand gestures. It’s about consistency, empathy, and the willingness to connect on a deeper level. That’s how trust is built, teams grow stronger, and businesses thrive.
Where would you like to identify and enhance your communication? What thoughts come to you about your communication connected to your business?
RJO Winter Buying Show 2025
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VENDOR DRAWINGS • TOWER WINNER • RAISE YOUR SPIRITS
Vendor Drawings
Pair of Diamond Huggies from Ear Studs USA
Tom Nelson, Nelson Jewelry
Antique Necklace (valued at $2,200) from Singer Estate Collection
Allen’s Jewelry (Jacksonville, FL)
Mt. Rushmore Getaway from TR Jewelry Concept/Simply Diamonds
Bill & Angela Minglin, Minglin Jewelers
Black Diamond Ensemble (pendant and earrings) from ODI/ Tache
Jared Chilcoat, Noe’s Jewelry
Tower Winner
IGC/Naledi (photo)
RJO FOUNDATION GOLF TOURNAMENT
Raise Your Spirits
Blood Oak Pact No 5
Bourbon
Oak Valley Jewelers (photo)
Johnnie
Walker Green Label
Scotch Whiskey
Oak Valley Jewelers (photo)
Blood Oak Pact No 4 Bourbon Setterberg Jewelers
The tournament raised more than $8,000 for the RJO Foundation and ended in a tie between two teams: Doug Eavenson (Don Conkey and Sons Inc.), Mike Abbott (EDGE), Eddie Waters (Kelly Waters), & Eric Weber (Oro International) and Tyler Schaefering, Matt Kruszynski, & Justin Vanmatre (National Rarities)
The Longest Drive winners were Brendon Davis (Men), Thomas A. Davis Jewelers and Joanna Gruver (Women), Jo & Co Jewelers.
VENDOR BINGO
(each received a $1,000 voucher to RJO's Summer Buying Show in Schaumburg, IL)
Tom Kraft, Legacy Diamond & Gems
Beth’s Jewelry Shop
Jehle McFerrin, McFerrins Jewelry (photo)
PARTICIPATING VENDORS
A.JAFFE
Aiya Designs
JEWELERS JACKPOT
Grand Prize ($5,000)
Robert’s Jewelers (photo)
Second Place ($2,000) Parker Jewelers
Third Place ($1,000)
Droste’s Jewelry Shoppe
PARTICIPATING VENDORS
A.JAFFE
Aiya Designs
COVER STORY
RJO Favorites Phoenix
After you host a Buying Show with record sales and record attendance, it's a real boost to hear attendees loved the Show and the host city of Phoenix. Here's a look at why RJO members loved Phoenix, what stood out as favorites, including the city’s driverless robot taxis.
John Pourciau
Owner, Roy’s Jewelry Store
New Roads, LA
The weather, of course, was a tremendous boost to my body. We had been in the 20s for a while and just weren’t used to the cold in South Louisiana. I really enjoyed playing golf a couple of times in this beautiful environment.
The RJO Show was perfect, with the blend of atmosphere, climate, vendors, and Show size. I did not ride in the driverless taxi, but I did try the scooters. But the Show, the people who put it on—like Erin and her team—and the city were wonderful. I do plan on going back to Phoenix next winter if the Good Lord says the same.
Surroundings
FOR MANY OF THE SHOW ATTENDEES, the weather in Phoenix during the Show was better than at home. The days were blessed with warm, sunny skies, and it seemed to lift many moods.
Another common favorite of attendees was the neighborhood around the Convention Center and host hotels. It had high walkability, lots of green space and plantings, and even had helpful Downtown Ambassadors in orange and khaki, whose mission was “to give directions, answer questions, or walk you to your destination–anything to make your visit more convenient and enjoyable.”
Within a 15-minute walk, attendees could visit a farmer’s market, attend a spring training ball game at Chase Field, dine at a James Beard Award-winning
pizzeria (Bianco), visit a food truck park (Pemberton PHX), or hop on a light rail to points beyond.
The walkability also contributed to a strong sense of personal security, as many attendees mentioned feeling safe while navigating the downtown area.
ConventionCenter
Coming down the escalator at the Phoenix Convention Center to the Buying Show Floor, it’s unmistakable how open the atmosphere is in the Center. Attendees mentioned how much they enjoyed the largeness of the Buying Floor space, not feeling the least bit cramped and appreciating the very high ceilings. I’m told the larger Floor allowed for more lounging space for resting, and it was certainly noticeable. The whole place appeared brighter, more colorful, and more inviting. This is in large part due to the abundance of natural light throughout the Center.
Accommodations
The host hotel was the Sheraton Phoenix Downtown, located across the street from the Convention Center. The lobby of the hotel is large and open, taking up much of the hotel’s first floor. It featured lots of seating, a social area with a gigantic television screen. A row of tables allowed device charging, across from a well-tended bar. Hotel registration was in a quiet space beyond the lobby, and there never seemed to be congestion around the elevators.
The pool was an extended rectangle shape, surrounded by enough deck chairs for crowds. The deck featured a food and drink bar, as well as music Jimmy Buffett would like. An attendee told me the
lighting around the pool changed colors after dark, creating a moody setting with the water reflecting a variety of muted colors. I checked it out and can confirm. It was lovely.
Mary Moses Kinney
Director of Marketplace, Edge by Abbott Jewelry Systems Shelton, CT
Phoenix was a wonderful break from the cold and snow in the Northeast, but my favorite thing was the Show itself. Phoenix was my first industry outing since I joined Edge, and it was great to connect with so many old friends and make so many new ones. I got to catch up with folks I hadn’t seen or shared quality time with in ages. I was just so impressed with everyone and everything—registration, the Show Floor, and the social events. The Show and the organization are so well-run, and everyone welcomed me with open arms. I now understand all the buzz about RJO. RJO rocks!
Ryan Rasmussen
Owner, Tenenbaum’s Jewelry
Waverly, IA
I really enjoyed the restaurant Blanco Cocina + Cantina. In fact, I liked it so much I ate there twice! The Short Rib Machaca Burrito was fantastic, and the atmosphere topped it off with great outdoor seating and a bar area—perfect for taking in the warm weather and sunshine!
It was also nice just to stroll the area across the street from the Sheraton Hotel near the Arizona Center. There's a nice walking path through a park with a stream running through. I also enjoyed seeing the driverless cars!
Food & Drink
It ’s not surprising a large metropolitan downtown would be home to a variety of food and drink choices. Here are the ones mentioned by the attendees in this article:
Blanco Cocina + Cantina
Located at 123 E. Washington St. in downtown Phoenix, the restaurant offers a vibrant Mexican dining experience, featuring a laid-back atmosphere, serving dishes like Cheese Crisps (Mexican Pizza) and Chimichangas with fillings such as short rib machaca and braised chicken. They feature house-made margaritas, including the Jalapeño & Pineapple
Lisa Pribyl
Co-owner, Cahill Pribyl Jewelers
Keokuk, IA
We had a wonderful time in Phoenix. The RJO staff do such a fabulous job of making everyone feel welcome. It’s like going to a family reunion. And after you take in all the bling, you step out into the sunshine. That was so good.
Phoenix was a great venue. I really appreciate when you can walk
Margarita and Frozen Paloma. The venue offers indoor, outdoor, and private dining spaces.
Breakfast B*tch
Located at 330 E. Roosevelt Street in Phoenix, BB is a vibrant, woman- and Black-owned brunch spot. Its lively atmosphere features a menu with creatively named dishes, such as Feisty Quesadilla, Frenchy Toast, and Skyline Steak and Eggs, and is made to order “with love and positive vibes.”
Pizzeria Bianco
The original location resides at 623 E. Adams St. in Heritage Square and has become a cornerstone of the artisanal pizza movement. Renowned for its wood-fired, Neapolitan-style pizzas crafted with fresh, locally sourced ingredients, the pizzeria offers notable pies, featuring pistachios, red onions, rosemary, and Parmesan. In 2003, Bianco received the James Beard Award for Best Chef Southwest.
Velvet Taco
Located at 4166 N. Scottsdale Road, the venue features a menu offering more than 20 globally inspired tacos made from scratch with fresh ingredients, including options like Spicy Tikka Chicken, Beer-Battered Cauliflower, and the Cuban Pig.
Attractions
When asked what their favorite activity outside the Buying Show Floor was, the most common response was, “Sleep!” Coming in second were excursions and opportunities offered by RJO. Third place included a number of higher-profile activities, some of them
almost anywhere you need to go. We did have to sneak out one day to enjoy the sunshine and the sights. And yes, we did have to try the driverless taxi, the Waymo. It was a pretty interesting ride, and we arrived safely—no problem.
We also took in the Desert Botanical Garden. It's crazy how tall those cacti get! So many varieties to see! A big highlight for me was Saint Mary’s Roman Catholic Basilica, on the way to the Convention Center. I love these big, beautiful old churches, and we found where Saint John Paul II knelt
when he was in the U.S. How cool is that? We also had to hike up to The Hole in the Rock. Amazing views. And, of course, we found some pretty darn good food. We had to go to the Phoenix Bourbon Room—that was our tribute to Mike. Great food and drinks. And we also had to try Breakfast B*tch (yes, that’s the name). It’s an experience in itself, and the food was great.
I could go on and on, and I took so many photos. We are definitely looking forward to going back next year.
Bailey Rebha
Social Media Coordinator, Buzz Advertising Agency Marquette,
MI
RJO Phoenix was an absolute blast for us. It seemed like the Show was buzzing with energy the entire time! There were so many people on the Floor, and we had a ton of visitors at our booth, which is always fantastic.
During the RJO Shows, we usually meet with our existing customers to plan future projects and catch up on current ones. We also love chatting with other jewelers to see how we can assist with their advertising and marketing efforts, so it's a great mix of business and networking.
We’re incredibly thankful for all of the new connections we continue to make at each Show.
mentioned by the attendees in this article and some noted by attendees on the Show Floor.
The Desert Botanical Garden
The Garden sits on more than 140 acres and features more than 50,000 plants, including cacti, succulents, and desert wildflowers. Notable attractions include the Butterfly Pavilion and the seasonal plant displays.
Phoenix Raceway
Located in nearby Avondale, the Raceway is a premier motorsports venue known for hosting high-profile NASCAR events. The one-mile, “low-banked tri-oval” track has hosted NASCAR’s Championship Weekend since 2020. Visitors can purchase Track Time packages, where they can take the wheel of a real NASCAR race car on a premier speedway.
Spring Training
Within a half-hour drive of Phoenix, Arizona, there are more than half a dozen stadiums that support the play of members of the spring training league, better known as the Cactus League. These stadiums include Chase Field, home to the Arizona Diamondbacks, as well as seven other stadiums. In addition to the Diamondbacks, the following Cactus League teams have their spring training facilities in and around Phoenix: Chicago Cubs, Chicago White Sox, Los Angeles Dodgers, Milwaukee Brewers, San Diego Padres, and Seattle Mariners.
Shreya Mehta
Amipi
New York, NY
Honestly, one of my favorite parts of being in Phoenix was hitting up Velvet Taco. We actually ended up going twice on the trip. The tacos were wild (in the best way)—super flavorful and packed with vibes. I snapped one picture while we were there. Gosh, I’m craving them now!
Many of us come from colder areas, so the Phoenix weather was a refreshing change! The food was also amazing—definitely no complaints there. We made sure to check out a few places from our travel guide, and we were not disappointed.
It’s always nice to finally put names to faces of the people we email with daily, and we thoroughly enjoyed seeing the new vendors.
And Finally … the Robot Taxis
It was nearly impossible to walk from your hotel to the Convention Center without seeing a white Jaguar I-Pace SUV pass by; it was memorable not just because it was an electric Jaguar, but because it had electronic equipment bolted onto the top, front, and sides. It was not an abandoned project by NASA, but rather a Waymo One ride-hailing, driverless taxi.
I almost rode in one, but I chickened out. I did talk to a handful of attendees, though, who were braver than me, and here are some of their comments I recorded:
•It pulled over to the curb in front of me, apparently using my iPhone (on which I ordered it using the Uber app) as a beacon.
•I knew there would not be a driver, but I was really surprised ... there wasn’t a driver.
•The first thing I noticed was there was spa music playing.
•It was a bit surreal at first, but I quickly got used to it.
•The cost was comparable to a regular Uber and taxis.
•It went through a yellow light later than I would have.
•Sometimes it stops in the middle of the street.
Waymo has been operating its autonomous vehicles in Phoenix since 2018. A police officer I spoke with said they are trained on how to handle “robotoperated cars,” the vehicles are surprisingly good at driving, and the result is they rarely need to consider citing them for a violation.
Oh, well ... maybe next year.
MILESTONE
Arthur “Art” Rauch, retired owner of Rauch’s Jewelry in Newton, IL, passed away on August 11 of last year. He was 93. Art and his wife Barbara spent 57 years together working in their store. Our thoughts go out to the Rauch family.
CALENDAR
10 All payments must be received in RJO office 12 Passover begins at sundown
20 Easter
23 - All invoices must be received in the RJO office
- Vendor Registration opens for Summer Buying Show in Schaumburg, IL
25 RJO Foundation Scholarship applications due
NEW MEMBERS
Ambassador Diamond Jewelers
James & Michael Ganem
Tucson, AZ
Referred by Rich Bennett, Marsden Brothers Promotions, Idaho Falls, ID
Bea’s Jewelers
Beatrice Brochu Rochester, NH
Referred by Moe Richards, Imperial Pearl, East Providence, RI
Bling Jewelers
Julie Rybacki
Schofield, WI
Referred by Ben Leeds, Imperial Pearl, East Providence, RI
CMS Fine Jewelers
Christian M. Silva Wooster, OH
Referred by Prakash Mehta, Interings, New York, NY
Crawford’s Jewelers
Richard Crawford Jesup, GA
Referred by Chrisie Hill, Thomas Hill Jewelers, Hinesville, GA
8 Retailer Registration opens for Summer Buying Show in Schaumburg, IL
9 All payments must be received in RJO office
Mother's Day
14 Last day for Vendors to register for Summer Buying Show in Schaumburg, IL
23 All invoices must be received in the RJO office
26 Memorial Day—RJO office closed
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.
DJ’s Jewelry & Gift
Jon Huffine Woodland, CA
Floyd & Green Fine Jewelers
Thomas Williams Aiken, SC
Referred by Mike Handley, Legend Jewelry, Renton, WA
John Atencio
John Atencio Denver, CO
Referred by Sam Gevisenheit, IGC Jewelry and Diamonds, Chicago, IL and Ross Wesdorp, Jewel-Craft, Erlanger, KY
KTB Jewelers
Eugene Carson New Bern, NC
Michael’s Creative Jewelry
Chris & Mike Boillot Phoenix, AZ
Referred by Sam Gevisenheit, IGC Jewelry and Diamonds, Chicago, IL
Mike Wright Jewelers
Mike Wright Brandon, MS
Referred by Jamie Parkerson, J Parkerson Jewelers, Starkville, MS and Bentley Anderson, Andersons Jewelry, Yazoo City, MS
Payne Anthony Creative Jewelers (Second Location)
Bryan Nock Salt Lake City, UT
Root Jewelers
Matthew Root Medford, OR
Referred by Doug Trimble, Allison-Kaufman, Van Nuys, CA
Smith’s of Dublin
Natalie Curry Dublin, GA
Referred by Tena’s Jewelry & Gift Shop, Elberton, GA
Tanco Creations
Ty Tanner Weatherford, TX
Referral by Heather Wahl, RC Wahl Jewelers, Des Plaines, IL
