In the Loupe - April 2021 Edition

I N

T H E

LOUPE

The Premier Jewelers Cooperative

A p r i l 2 0 2 1 • I s s u e 96 Atlanta RJO/AJS Show Hailed as "Historical"

IN THE KNOW WITH RJO

“We feel Atlanta was a huge success”

Back to [Better Than] Normal SEE PAGE 2

VENDOR PROFILE M. Hakimi Jewelry SEE PAGE 6 RJO’s Connie Matsen Retires after 21 Busy Years SEE PAGE 7 Meet Our New Vendors SEE PAGE 7

JEWELER PROFILE McFerrin's Jewelry SEE PAGE 8

FOR MANY, THE END OF gray cold days of winter is signaled by One Great Day: warm temperatures, sunny skies, birds returning, and trees budding. For retail jewelers still huddling with consequences of COVID-19, One Great Day arrived the first week of March in Georgia. The Atlanta Jewelry Show hosted RJO for the first in-person jewelry trade show of the year, and the result was heralded by all involved.

"We all feel Atlanta was a huge success," says RJO CEO Sarah Streb.

"We had a really good RJO presence, from RJO vendor signage to RJO

members and vendors wearing RJOprovided buttons and lanyards. So many thanked us for working with A JS to make the event happen. Working with A JS' Libby Brown and her team was a true pleasure, and it genuinely felt like a cohesive event. Their safety measures, outlined in their Safety Shines Plan, really provided a great framework for the rest of the industry to follow.”

InStore Magazine noted the Show's success in this article: "The first jewelry trade event of the year, the SoHo Experience by A JS, featuring RJO, highlighted safety and success."

And Success Will Grow in Cincinnati ...

A Look Back at AJS SEE PAGES 9-10

“Come Together” Summer Buying Show A Sneak Peek SEE PAGES 11-12

COVER STORY Smart Employees SEE PAGE 13

REGISTRATION PACKETS ARE IN THE MAIL! REGISTRATION DEADLINE IS FRIDAY, JUNE 18

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

In the Know with RJO

Back to [Better Than] Normal WHAT A DIFFERENCE A YEAR MAKES. Last year at this time many RJO members found their stores closed due to the pandemic. Every day brought new information about whether the Summer Buying Show could continue in person. Vendors were developing offers to defer member payments, and RJO's national office was locked up, as employees began working from home. Today, as I type this, members' stores are open, the majority of U.S. adults have received an effective vaccination, members and vendors continue to report strong sales amidst creative approaches, and our office staff see each other every day.

While I see a number of headlines and reports about how the country is getting back to normal, I like to think the RJO family is getting back to "better than normal." I see improved vendor/jeweler relationships, greater appreciation of smaller things, more efficient and effective use of technology, and more optimism for what lies ahead for retailers.

As we continue to move forward, we are excited for our next big milestone, the Summer Buying Show in Cincinnati. We will be hosting our first fully in-person event in more than a year, and its success will be a significant achievement for our organization.

A major factor in its success will be the implementation of RJO's Safety Success Plan, which may be viewed here. Our Show's schedules and events were developed with this plan as a guide. We've done a very good job with balancing everyone's health and safety needs with members' wants and wishes, and I encourage all members to read and understand it.

I'm so looking forward to seeing you this July in Ohio. Continue to be healthy and safe.

Sarah Streb RJO CEO

RJO BOARD NEWS THE BOARD WAS ABLE TO MEET in-person for the first time in more than a year at the Atlanta Jewelry Show this March. Discussions comprised a year-in-review, the upcoming Cincinnati Show, as well as some new policies and initiatives that will continue to be reviewed over the course of this year. __ The application window for positions on the 2022 RJO Board of Directors is now open and will follow this schedule and these deadlines: • Current: BOD Applications may be requested at this link or via this QR code • May 7: Applications are due • May 12: Ballots are sent to members • June 7: Completed ballots are due The most current description of Board Roles and Responsibilities may be found here. If elected, any new Board member will be invited to the Fall 2021 Board meeting (typically held in October) and the official term will begin January 1, 2022.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

From RJO’s Facebook Page SERVICES Centralized Billing Patronage Dividend RJO Website (rjomembers.com) Buying Shows (Fall/Spring) In the Loupe – RJO’s newsletter Free Print and Radio Ad Library (on the RJO website) Educational Seminars (at the Buying Shows)

Member-to-Member Incentive Program (Recruitment Program)

Organized Buying Trips to Antwerp and IdarOberstein (postponed for 2021) RJO Directory Travel Vouchers at Shows (offered at varying times)

Free Hotel Room Incentive (at the Buying Shows)

RJO Informational Email Blasts

Post: One of our vendors offers a collection, which is beautiful, but it barely moves in our store. We hosted a trunk show, advertised, and featured on social media. We most recently merchandised the collection to include other pieces in a variety of price points, hoping to generate interest. Any other ideas or suggestions?

Reply One: We have in some circumstances had designer collections our guests were overwhelmed seeing it all together. In those cases we merchandise them with other products to create the feeling they would be able to incorporate a single piece into their existing jewelry collection.

Maybe do a Facebook Event and show how great a pendant works with other items or how versatile it is. Or have a bunch of colored pieces of fabric out on the counter and show how well the items go with a variety of colors. Make it appear you can’t afford to not have a multicolored item in your wardrobe, because it would go with every color of the rainbow.

Perfect for vacation (if we ever get to go on one again) or when you travel for business, it will go with everything. And best of all, as my friend Nick Failla says, it’s perfect for a Zoom meeting because the pieces are bold and will show on your Zoom call.

Reply Two: Try putting them on different displays and in a different place in your store. People may think they are new, and on a different color display—like maybe a palladium or pecan or even a pearly champagne color—the colors of the jewelry may pop differently.

Reply Three: I wear or own the pieces. People buy when they see it worn!

Purchase Vouchers (at the Buying Shows)

RJO Membership Certificate

Reply Four: I agree. Have staff wear the pieces. Hard for customers to miss seeing them. They are a piece of art. When people start going out again, they’ll be wanting to wear something unique.

Reply Five: What about putting just a couple price tags so customers can see without asking. Maybe they think they are out of their budget?

RJO Next Gen and RJO Succession Experiences Private Label Credit Card Service JewelConnect Scholarship Opportunities (from the RJO Foundation)

THE RJO PAGE ON FACEBOOK hosts a variety of interesting discussions every day. Recently a conversation started about selling beautiful lines in your store that just aren’t selling. These creative responses were given by your fellow members. Here is an edited version of that exchange:

Reply Six: I find I need to price everything so customers can see the price.

They sometimes won't ask because they think it's out of their reach. Often they are surprised at how affordable great quality jewelry can be.

Reply Seven: Try using or adding-in organic displays alongside the branded displays. Rough cut gems. Petrified wood. Colored glass. Draw the eye in from afar ... ”Oh what’s that? ...” Works well for us in our store.

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Summer Show to Feature Foundation Items for Sale Your Foundation Support Funds RJO Scholarships THE APPLICATION DEADLINE for the latest RJO Foundation Scholarships ended on April 28, and recipients will be announced next month. Thank you to all who both apply for and support these scholarships. Through direct member donations of our generous sponsor members and vendors, as well as group fundraising efforts, the RJO Foundation has awarded to-date, about 90 RJO members nearly $50,000 in scholarships. The RJO Foundation Scholarships are awarded to RJO members, vendors and/or their employees to be used to further education in an industryrelated field. Recipients can use these awarded funds to enroll in courses (in person or online) or attend RJO educational events, such as Next Gen Experience.

AS ANTICIPATION BUILDS for our "Come Together" Summer Buying Show, RJO members can satisfy some of this excitement and support the RJO Foundation at the same time.

Our very popular RJO apparel and Show Shirts are now available for order, and you can view our exclusive line of diamond design jewelry.

Apparel includes dress polos, golf polos, quarterand full-zips, full zip jackets, vests, masks, hats, and more. Show off your RJO pride at the gym, the golf course, or in the store with these great options. Apparel is available now and will remain open until Friday, May 14. All orders need to be placed by the deadline if you wish to have them before the Show. Orders for your Show Shirt or apparel may be placed here.

Back by popular demand are the diamond design jewelry pieces, which will be available for purchase at the RJO Summer Buying Show Registration Desk, but only while supplies last.

• Tie Tacks (white): $30 for one or $75 for three • Necklaces (white, rose, and gold): $40 for one or $100 for three • Petite Necklaces (white, rose, and gold): $30 for one or $75 for three • Earrings (white): $25 for one set or $60 for three

Does RJO Have Your Most Up-to-Date Email Addresses?

If you’ve changed your email 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.

Next Generation Experience Set for September 11-13

RJO’S UPCOMING ANNUAL Next Generation Experience currently is scheduled for Saturday-Monday, September 11-13, in Oak Brook, IL, a postponement from May. Next Gen will be held at the Hyatt Lodge McDonald’s campus.

Next Generation Experience 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.

The Experience offers attendees the chance to work with other stores preparing for the future, through receptions, group dinners, roundtables, and curriculum sessions with industry professionals, focusing on personal and business development.

Space is limited for this event; it will be a first-come first-serve basis.

To learn more about the experience or to receive a registration form, contact Sabrina Smead at sabrina@rjomembers.com.

Participants should have worked in the industry for a few years and be interested in continuing their career in the jewelry business.

There is a registration fee for this program, and attendees also will be responsible for two nights at the host hotel. Information about the weekend, the hotel, and more are available in the Registration Packet.

VRB Solutions Offers an Interesting Virtual Sales Option RECENTLY I DISCOVERED (but did not invent) a way of doing business I thought was quite interesting for my jewelry website clients. The tech it used was ubiquitous, inexpensive, and—one of my favorite parts—did not involve traditional e-commerce (which as anyone who knows me will attest, I consider to be a poor strategy for traditional jewelry stores).

This method is simple and straightforward: A customer makes an appointment to review a product or range of products, with store salespeople personally demoing said product by video chat, and the store uses a payment system (there are a few available from RJO vendors) to collect the money. It works well for higher-value or custom items, where the customer cannot come into the store due to distance or some other issue. Let’s face it, having options in case of an inability to visit the store is a good idea these days. It does require human management and time (it is not automated) but this is one of the finest advantages of the traditional store value, so that is a good thing.

Setup is easy: You can add a button on your website, in an email, or on some other media (even a QR code) to an online appointment system. I have used

the website Calendly myself for this (I have no affiliation) which even has a free option. The client then sets an appointment, and you respond (automated or human) with an invitation to a video conference. You can use Skype, Zoom, Messenger, FaceTime or whatever you and your client have mutual access. Once you have demoed the item(s) the client is interested in, you can capture payment using your preferred chat-based payment system (as I said, there are a few in RJO) or your traditional CNP (Cardholder Not Present) processing. Quick tip: Do NOT “video chat” payment information—that is not good.

This tech or strategy is not new, nor is it innovative in itself, but it is rarely used by jewelers from what I can see. I can see this being interesting for sales, repair, custom, and more. The trick, I think, is in crafting the best “call to action,” or that message that inspires a potential customer to use it. That is where clever content creators, designers, “web people,” etc., can help you. If you can see a reason to “sit down and sell something to someone,” perhaps someone else would too, and this could be a vehicle by which to do it.

— Andy Boundy

Andy Boundy is the owner of VRB Internet Solutions Ltd., an RJO web developer vendor and manager of several systems, such as JewelConnect, RJOCustomHatch, Repair.Jewelry, and more. He has been creating and managing web sites, systems and digital marketing programs since 1999.

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Vendor Profile

M. Hakimi Jewelry: More than Exceptional Pearls AMONG THE EXPECTED COLLECTION of shops in your standard university town, one usually will find a bead seller, and Columbia, MO, is where Mandana Hakimi began hers in the 1980s. Located a little more than five miles west of University of Missouri's campus, M. Hakimi Jewelry (MHJ) has grown its inventory to specialize in pearls (Tahitian, South Sea, Freshwater, and Akoya), but also offers a range including loose stones to finished jewelry. They also match pearls and stones, make custom orders, and offer promotional items.

"MHJ is a family-owned business that has been passed down from mother to son," says Mazda Hakimi, Mandana's son. "Mandana worked hard to grow a large customer base throughout Missouri, selling primarily beads and pearls. I joined the business in 2000 and helped to expand our line to include silver, fine color stones, and diamond jewelry—all while maintaining our exceptional pearl line MHJ has become known for."

In 2019, Mazda took over as president and owner of M. Hakimi Jewelry. He is assisted by his wife, Roz Hakimi, as well as two employees in the office, Andrea Colgin and Jessica Avery.

"Our pearl line is always a popular draw for our customers," says Mazda. "Recently, our Ombre Tahitian/South Sea strands have been very popular, and our silver jewelry line is also a favorite and sells very well. We’re constantly adding to our line and post new additions and specials on the RJO Facebook page frequently."

"We love social media, and RJO’s Facebook page has been a great way for us to introduce our company to the RJO community," Mazda continues. "It allows us to not only display our current and new products, but to quickly connect with customers. We’re able to help them with their immediate needs and respond in real time. It’s also such an honor when one of our RJO customers recommends or “tags” us to members on the page."

business had grown enough to handle a larger volume of customers. With my wife’s help, we started the process in 2019. We are so grateful for all of our customers that helped and encouraged us to make this decision. My mother had always hoped our business would grow and we would one day become an RJO vendor, and she’s so proud her son was able to make that happen!"

MHJ is a newer vendor with RJO, joining in January of last year, just before the pandemic turned everything upside down.

"Most of our early communication with RJO was via email, and we made so many virtual friends that way," says Mazda. "Unfortunately, due to COVID, the first Show we would have attended was canceled, so our first real opportunity to see people face-to-face was in Atlanta this past March. It was so nice to see the faces of all of the people that helped us get set up."

"Our favorite aspect of being an RJO member is the sense of community and the built-in trust that comes along with being accepted to RJO," he continues. "The members truly value and trust that RJO selects quality vendors, and it’s so nice to be welcomed so warmly by every new customer we meet."

Mazda says he is looking forward to the Summer Buying Show, and he also encourages any fellow racquetball players to contact him if they want to play a bit in Cincinnati."

M. Hakimi Jewelry is located at 1400 Forum Blvd. Suite 7A in Columbia, MO. Phone: (800) 542-7327 Website: www.mhakimijewelry.com

"Being in this industry for many years. we were aware of RJO and their success," says Mazda. "Many of our best customers would inform us they were members and would tell us about their experiences at the RJO Buying Shows. Over the years our friends and customers encouraged us to join RJO, and we felt our

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RJO’s Connie Matsen Retires after 21 Busy Years CONNIE MATSEN, LONGTIME RJO European Buying Trip Coordinator and Data Entry Specialist, retired on February 26, and she took her beloved husband (and Buying Trip Host) with her. A card shower was held to mark the milestone, and a recent check-in with her finds the couple enjoying a simpler life.

"We go for walks and enjoy every day," says Connie, who is supporting Steve through some ongoing medical issues.

"I do miss work, and I loved my job,” she says. “I miss the office girls, talking to the members, and the excitement getting ready for the conventions. We are so proud we had the opportunity to represent RJO and host the Antwerp/ Idar-Oberstein trips for 17 years. We made many wonderful friendships with the RJO members and vendors and will miss them greatly."

Steve and Connie Matsen

NEW VENDORS Classic Grown Diamonds Scott Knorzer New York, NY (330) 283-3223 www.classicgrowndiamonds.com Third generation diamond-cutting facility located in Surat, India.

Consistency of selection in popular sizes, shapes, and quality of loose goods is our specialty.

Gem Wave Nitin Survade New York, NY (212) 768-3200 www.gemwave.com For 26 years, Gem Wave has offered exceptional customer service, great price, trust, and relationships. We serve over 2,000 active North American customers.

IGC Jewelry & Diamonds Sam Gevisenheit Chicago, IL (800) 344-6605 www.naledicollection.com IGC Group Antwerp is the parent company of IGC Jewelry and Diamonds Chicago, which distributes Naledi Jewelry and Diamonds in the U.S. and Canada.

Izi Creations Andrea Kamhi Englewood Cliffs, NJ (212) 688-8885 www.izicreations.com We are an independent, familyrun business established in 1992. I always have had an appreciation for fine color stones and also have designed timeless pieces to showcase their beauty.

MDJ Advantage LLC Dominic Mainella Rochester, NY (888) 500-4311 www.mdjadvantage.com We are importers, wholesalers, and manufacturers specializing in asset redeployment of fine jewelry, including branded, antique, vintage, estate consignment, liquidations surplus, and closeouts.

While enjoying more than 32 years of success in the jewelry industry, our mission is to help you succeed.

Ti-Sento Milano Sarah Johnston North Charleston, SC (917) 375-9050 us.tisento-milano.com Since launching in the United States, Ti-Sento Milano has expanded its distribution and has invested heavily in the support programs important to our retail partners. With elegant, yet edgy European designs and accessible price points, Ti-Sento Milano is one of the country's fastest-growing jewelry brands.

Varsha Diamonds Nick Mehta Los Angeles, CA (877) 282-8277 www.varshadiamonds.com We offer natural loose diamonds. Working from Los Angeles for more than 30 years, we offer a large inventory of GIA, AGS, EGLUSA solitaire rings, 3-stone rings, and studs, as well as melles, and matching pairs.

We also offer Fireworks Diamond Brand (an AGS proprietary line).

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Jeweler Profile

McFerrin's Jewelry: Serving a Town Where Everyone Knows Everyone IN THE HEART of downtown Greenville, AL, a small shop opened in 1985, called Crystal Fountain. Run by Evelyn and Dan Pride, the business was purchased five years later by the Prides’ niece, Susan McFerrin Foster, and her husband Bob. They changed the name to McFerrin’s Jewelry, and it has stayed that way for the last 30 years.

“My mother started working in this industry in 1943,” says Susan, “and she was actively working with us until last July at the age of 94. I grew up working alongside my mother selling jewelry and china, as my children—and now grandchildren—are doing. We have different styles and tastes on jewelry, so it’s interesting to see what inventory we buy. We all agree pearls are classic and never go out of style!”

Susan says the top trending items currently in their store,

From left: Susan McFerrin Foster, her mother Sue McFerrin, her daughter Jehle McFerrin Piggott, and Jehle's children, Pride and McFerrin Piggott

which serves a population of around 7,500, are gold stackables, Marathon Co. bangles, and anything one-of-a-kind.

“We are in a small town where everyone knows everyone,” Susan continue. “Our local customers stop us anywhere and everywhere to talk business—so why have a website when we are walking billboards for our business?”

Supporting their walking billboard marketing is McFerrin's Facebook page, which is updated regularly and gets its share of comments. The page is used to highlight store items, as well as inventory related to holidays and special events.

PLAN

NOW

FOR OUR NEXT BUYING SHOW!

McFerrin’s became an RJO member a little more than two years ago, and it has made quite an impression on this “mom and pop” business.

“The allegiance from RJO vendors changed my entire business,” says Susan. “I prefer to only buy from RJO vendors because of their willingness to help me any way they can.

I also appreciate how RJO genuinely cares about its members! I know we do not buy large amounts, as we are small, but we are treated as equally as the big spenders. Our family loves traveling, so we love going to the RJO Shows all across the United States.”

July 2021 • Cincinnati, OH

Future Show Locations January 2022 • Birmingham, AL July 2022 • Minneapolis, MN January 2023 • San Antonio, TX July 2023 • Philadelphia, PA January 2024 • Palm Springs, CA

McFerrin's Jewelry is located at 114 E Commerce Street in Greenville, AL. Phone: (334) 382-7755 Email: mcferrinsjewelry@gmail.com

July 2024 • St. Louis, MO

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AS FEATURED GUESTS of the Atlanta Jewelry Show, many of RJO's members attended Friday's A JS-U Education Series, which ran from mid-morning to dinner time in a socially distanced ballroom.

Saturday the Show floor opened, with a lot of buzz, and there was a great energy due to everyone being back to an inperson—yet masked— buying experience. The buzz continued into Sunday, up until the Show floor closed.

“We saw lots of business being written," says RJO CEO Sarah Streb, "since so many were needing to fill their inventory."

Guess Who? The team from RJO and AJS took a masked moment to celebrate the SoHo Experience Show this past March in Atlanta.

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AJS/RJO SoHo Experience Buying Show Floor

RJO's Merchandise Review Committee

RJO'S MERCHANDISE REVIEW COMMITTEE was incredibly hard at work spending ALL of their time in meetings and interviews of prospective RJO vendors. We welcomed seven new vendors from those interviews (see page 7 of this issue). Below we see MRC members carefully reviewing merchandise before going into meeting rooms for negotiations.

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RJO is incredibly excited to welcome back our members to the exclusive RJO Buying Shows! It has been far too long since we have "Come Together," and we can’t wait to see everyone in Cincinnati.

The safety of all our attendees is at the forefront of our planning process, so the Show will look a little different than years past. RJO has developed the RJO Safety Success Plan, which includes overall safety measures, as well as daily Show safety steps. At this time we will be unable to host large evening networking events as we work through capacity restrictions and current event guidelines. However we are looking forward to providing a wonderful experience, complete with top-notch, in-person education and a buying room filled with your favorite vendors.

Enjoy this Sneak Peek of our "Come Together" Buying Show, but be sure to watch the mail for your Registration Packet, to learn more about how this will be a great and safe Show!

Badges and health screening wristbands will be required to enter any RJO event, including seminars, the buying floor, and meal functions. In order to receive your badge you will need to sign the RJO Conference Waiver. In order to receive a pre-screen wristband, you will need to pass the daily text waiver and the temperature screening. There will be new colored wristbands needed for entry every day.

Also note: Due to capacity restrictions, RJO will only be offering one track of seminars to be hosted in a large, open ballroom with social distancing requirements followed.

Please note: There is limited seating in the educational seminars and luncheon. Be sure you have registered for these events.

Perk 1 & Perk 2

Hotel rooms are filling fast

Photo IDs & Canceling

All qualifying members of RJO will receive up to three consecutive nights’ lodging, compliments of RJO. RJO will pay the base rate for up to three nights’ accommodations for qualifying members staying at one of the host hotels. Only Friday, Saturday, Sunday or Monday nights qualify. RJO does not cover the cost of suite upgrades or additional persons.

Photo IDs are required for all attendees: To ensure the safety of all of our members and vendors, we will be requiring a photo ID and business card at registration check-in. These items will need to be presented to receive your badge for access on the Show floor.

This summer's Buying Show in Cincinnati, OH, has two host hotels: The first is the Hyatt Regency Cincinnati, which is sold out. The second hotel is Hilton Cincinnati Netherland Plaza, and you may book your room there by clicking here.

If you are unable to attend the Show and must cancel after you have already registered, you must notify the office by July 1, to avoid event charges. Please also notify the office at least five (5) business days prior to the event if you will be unable to attend certain events for which you have registered, though still plan to attend the Show.

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1) Purchase Vouchers Keep more money in your pocket on every purchase at the "Come Together" Buying Show by using RJO purchase vouchers during the Show.

Your specific voucher percentage – up to an additional 2.5 percent off each purchase – will be based on your store’s 2020 RJO purchase total: $100,000 to $149,999.99: 1% $150,000 to $199,999.99: 1.5% $200,000 to $499,999.99: 2% $500,000+: 2.5% 2) Sunday Lunch Coupons RJO Vendors are sponsoring one (1) $10 “concession stand coupon” per store to be used Sunday on the Show floor.

Schedule Sneak Peak

Just enough to whet your appetite until your Registration Packet arrives.

FRIDAY - July 16 EARLY “EARLY” MEMBER & VENDOR REGISTRATION (3 pm - 6 pm) Early registration allows members time to pick up their badges. There will NOT be a Kick-Off Reception following registration. Please Note: Early member and vendor registration has increased to an earlier time to accommodate our ever-growing membership. Yay 1,000+ members!

Reminder: Per the RJO Safety Success Plan, EACH attendee will need to complete the RJO Conference Waiver to receive their badge on Friday during early registration.

SATURDAY - July 17 SATURDAY EDUCATIONAL SEMINARS & KEYNOTE PRESENTATION (Beginning at 8 am) How Vintage and Estate Jewelry Can Enhance Your Business

Neighbors Helping Neighbors: How Social Media CrossPromotions Can Increase Your Sales & Local Likability

Rebekah Anderson, Earth Pebbles Estate Jewelry

Tiffany Gonzalez, Keep Me Connected

Passing the Torch—Lessons Learned by Real Teams

Making the Most of Your Vendor Partnerships

The NEW Luxury Retail Playbook—Chapter One: Management and Leadership in a World of Disruption

Meet Your Newest RJO Vendors

A panel discussion facilitated by Kate Peterson

Kate Peterson, Performance Concepts

RJO Merchandise Review Committee, Sabrina Smead, RJO staff

Keynote Presentation: Beating Burnout Kyle Bullock

SUNDAY - July 18 MEMBER/VENDOR JOINT BREAKFAST & VENDOR OF THE YEAR AWARDS (7:30 am – 8:30 am) The Joint Breakfast has proven successful in joining our retailers and manufacturers for some quality discussions. We also will be awarding our 2021 Vendor of the Year Awards. Come see if your favorite vendors are taking home the top prize!

BUZZ SESSION: PROMOTIONS THAT WORK (8:30 am – 9:30 am) Facilitated by Kate Peterson PRESS RELEASE PHOTOS (1 pm – 3 pm) Sign-up Saturday afternoon or Sunday morning at the registration desk to secure your time.

MONDAY - July 19 SHARING THE BEST OF YOUR CINCINNATI EXPERIENCE & CONTINENTAL BREAKFAST (8 am – 9:30 am) Just one great idea can make a Show Experience, and that idea may have come to you in a seminar, on the show floor, in conversation with other jewelers, or talking with an old friend or a new one. Join your fellow members for informal discussions about your time in Cincinnati.

FAREWELL RECEPTION (2 pm – 3 pm)

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COVER STORY

Smart Employees Finding Them, Hiring Them, & Keeping Them You don’t have to work too hard to find out the joys of being a retail jeweler.

Overheard in conversations at Buying Shows or in the posts on the RJO Facebook page, it’s quite clear serving customers, providing value, and creating cherished relationships are near the top of what makes the jeweler’s heart flutter.

Nowhere near the top of that list is the finding, hiring, or keeping of employees, but with some solid guidance from industry professionals—and the experiences of colleagues—the quest for discovering great employees can offer its own positive qualities.

Finding Them A small team of A+ players can run circles around a giant team of B and C players.

— Steve Jobs Kate Peterson, RJO partner and owner of Performance Concepts, says finding the right people is a critical skill for jewelry store owners, and it is a skill because they are looking for a person who has “the ability to understand, communicate with, recruit, hire, motivate, train, retain—and sell to up to five different generations at the same time.”

Peterson says it’s important to not just look for the best people available, but the best people, period. She says top retail sales professionals are “wired” for the job.

“In my experience,” says Peterson, “the greatest challenge in finding outstanding employees lies in our own ability to identify exactly what skills and characteristics we’re looking for, and where and how to find and recognize the people who have them.”

“For many—especially those of us of ‘a certain age,’” she continues, “there’s the additional roadblock that comes from thinking the people we most want to hire are those who see the employee experience much the same way we did when we were coming up. For most of us, we simply did what we were told to the best of our ability. There was no real option to question the thinking of the person who signed our paycheck, and the concept of ‘balance’ was not even a vague blip on our radar. As foreign as it might be, that perspective is completely contrary to the value system of most of the people entering the workforce today. Being the employer of choice for the best and the brightest in your market involves collaborating with your team and

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evolving what you do create win-win propositions for your employees and for your business.”

Peter Smith, national jewelry columnist and author of the book Hiring Squirrels, agrees with Peterson, in that great salespeople are wired to be great.

“You cannot train sales wiring,” he writes. “You cannot build a compensation plan that creates sales wiring. You cannot dictate, cajole, or insist upon sales wiring. If the candidate you are hiring, or for that matter, your current salespeople, do not possess the essential wiring for sales, they should not be employed in a sales capacity, because they will never become very effective salespeople, no matter how much effort you put into making it so.”

Smith identifies and describes three traits in great salespeople: drive, empathy, and resilience.

“Drive can be seen in those salespeople who show a burning desire to succeed,” says Smith. “They typically are always on, and they use this energy to sell and persuade. Salespeople with drive are confidently assertive.”

“Empathy can be seen in those salespeople who are the favorites of customers,” he continues. “They are excellent listeners, and they are very good at picking up on customers’ body language and facial expressions. Empathetic salespeople encourage their customers to tell them ‘their story.’”

“Resilience is a necessary trait for great salespeople,” he says, “particularly when one considers about 60 percent of customer interactions result in no sale.

Great salespeople show resilience by embracing rejection as a learning moment and not as a personal reaction.”

may find value in running an ad to find a smart salesperson.

“If you want ordinary people, run ordinary ads,” says Peterson. “If you want to find the right people, your ad must be right. Give your ad the personality of the person you want to hire, and be sure to match the media with the type of person you want to find. This starts with your website.”

Once you find the person who ticks off all the boxes, there may still be obstacles to overcome. An RJO member recently posted this challenge on Facebook: “We are in the process of hiring a new person and have found someone I believe would be a tremendous asset to our team. Her personality itself is wonderful, plus she has some jewelry-related experience. That being said, she has her own jewelry line she sells online. It looks like it is primarily beads, but it is still a business. We have been in business for over 66 years and have built a brand on service, trust and quality. I don’t think she would use our platform to sell her jewelry, but we really don’t want things to get muddy. What are your thoughts?”

Responses leaned toward not hiring this person. One example: “I would never hire anyone in business on their own. They need to decide whether they want to work for the store or their own business.” Yet one responder suggested a quality employee might be worth the risk: “Smart employees will always work with clear cut, good moral boundaries. If you hire someone who cares about your business, and you care about your employee, learn to work as a team for both of your growth.

“Not finding them—or worse, not nurturing and keeping the top talent you do find,” says Peterson, “could quite possibly create insurmountable challenges that erode your ability to enjoy your work— at best—and at worst, be the Achilles’ heel that short circuits the achievement of your long-term goals.”

While the task of finding great jewelry sales employees— and keeping them—might present a formidable challenge, Peterson says the alternative is worse.

Peterson says finding the right people for your store can often come down to simply mining personal contacts, recommendations from current employees, and networking within your community, particularly if you want to attract younger people. Additionally, you

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

The Chatty Employee: To Keep or Not to Keep?

So you’ve done your part to encourage and cultivate this keeper of an employee. Great. But what do you do when your salesperson has an irritating behavior?

An RJO member recently posted on Facebook: Our employee talks on and on after she closes the sale.

She refuses to observe customers not attended to on the sales floor or see new employees could use her assistance. All employees—as well as owners— are tired of trying to get her attention to wrap it up.

After the next diamond sale she made after being asked to keep her conversation limited, she said she lost, because she is being forced to be short and curt. We’ve gone so far as to make her phone ring after her sale is complete, just to get her on to the next customer. What do we do?

The majority view among the 30 comments was a general trend to try to manage the behavior, if ... the sales were worth it. Still, a number of others took a more “line in the sand” approach, suggesting if she couldn’t control her chattiness, she should be shown the door.

What would you do?

Hiring Them The only thing worse than training someone who ultimately leaves is NOT training someone who stays!

— Kate Peterson For many jewelers, the team of employees represent the lifeblood of their store, so hiring the smart candidate can be crucial.

“It’s no secret!” says Peterson. “The task of hiring and keeping top quality, dedicated professionals is among the greatest challenges facing retailers today.

Personnel needs are growing, but it seems the pool of available talent is shrinking. Company loyalty appears to be a thing of the past, while the costs

associated with the recruitment, selection, orientation, and training of each new associate continue to soar.”

“Let’s face it,” she continues, “on some primeval level, we all love the idea of being both invincible and irreplaceable. The sad truth though is none of us is either. As a jewelry store owner with a vision to grow and build your business, unless you plan to work all open hours until you’re carried out on a stretcher, you’ll need the support of like-minded, hard-working, creative, emotionally intelligent individuals who earn their living making your vision of the remarkable customer experience a reality.”

That is why, Peterson says, it’s important for stores to plan ahead for hiring, even though many do not.

“First and foremost,” she says, “jewelers need to think about hiring not from a tactical basis, but in a strategic way. Often, hiring is done under the gun; they need somebody, they want somebody, and yet they haven’t planned ahead for it. This leads to really bad hiring decisions.”

“Jewelers need to clearly define their expectations and plan accordingly,” says Peterson. “You can’t meet an expectation or goal you can’t see. There are lots of times when someone is hired simply to replace a position, without capitalizing on the talent the team already has on hand. It is important to consider investing a little money in training other staff members, so you have people ready to step up when there is an opening or expansion.”

Peterson says planning ahead means knowing what you are looking for, and she identifies characteristics jewelers should be looking for in a long-term employee. These include the ability to be flexible, the ability to see how what they do fits into the big picture, the ability to be creative problem solvers, and the need to think spherically rather than linearly. A valued trait of a spherical thinker is to hear much more than merely what the customer is saying.

Peterson also cautions jewelers to temper some of their expectations and simply accept reality.

“People who are in their 50s and 60s find younger people today do not act the way they do, and this can be frustrating,” she says. “We can’t assume there is a general notion of common sense. We have to be flexible enough to understand people coming in the workforce today have different needs. Generational outlooks may alter the way it looks, but the underlying patterns are the same.”

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

challenge them to observe, suggest, innovate, and take responsibility for results.”

Keeping Them Train people well enough so they can leave, treat them well enough so they don’t want to.

— Richard Branson While it certainly is quite a trick to find a smart employee and then actually hire the person, but there is still the issue of how best to keep them your employee. Since this discussion is about salespeople, driving sales is an important factor in making you and your employee happy.

Nick Failla, of Collected Concepts, recommend implementing behavioral-based training to create this outcome.

“When you implement behavioral-based training,” says Failla, “it enables you to manage, coach, and counsel your associates fairly. Some tips for managing great salespeople’s behaviors include: - Clearly define in writing employee job descriptions.

- Clearly define your associate review process.

- Implement a sales training program that addresses the steps to the sale.

- Review your employees’ use of the behaviors you expect daily.

- Coach and counsel as performance dictates.

- Inspect what you expect. Secret shop your employees at least quarterly.

- Catch your employees using winning behaviors, and reward them for their efforts, regardless of whether a sale was made.”

Peterson has her own approach to retaining smart employees, and it involves building a successful learning culture. There are five key elements in Peterson’s view: inspire, inform, collaborate, train, and empower.

“By inspiring your employees, I mean talk to them,” says Peterson. “Talk to them daily as an individual and weekly as part of a team. It can be as simple as setting an agenda, reinforcing your standards, and supporting your values. Be encouraging and

She describes informing as monitoring the direction customer expectations are headed and letting the employee know. She says employees should get information about the business, trends and vendor news from the top, and sharing this information will inspire a culture in which salespeople actually care about “this stuff” and look for new opportunities to delight customers.

Informing isn’t just a one-way street, says Peterson.

To add value to the information requires collaboration, embracing the idea “many minds make light work.” Collaboration elevates receiving information by encouraging sharing ideas about how to act on the information. Getting a variety of perspectives increases the potential for success in developing innovative ideas, she says.

Training is an expected key to retainment, but as Peterson sees it, “Your team won’t become expert at recognizing and acting on shifts in customer demands—or at anything—overnight. It takes time, commitment and training to ensure a learning culture takes root. Providing opportunity for training underscores priority, encourages growth, and growth is a great staff retention tool.”

“I list empowerment last for a purpose,” says Peterson. “Inspiration, information, collaboration, and training are useless if people are not empowered to use what they learn and build innovative solutions themselves. I encourage members to consider initiating a contest that asks associates to propose, pitch, and ultimately launch new service innovations in their stores. The benefits from this empowerment include focus, enthusiasm, sense of recognition, engagement, and diverse perspectives on new opportunities. These all help keep your smart employees and keep them happy.

Resource Links Hardwired Recruiting & Hiring Program Hiring package prepared for RJO members by Kate Peterson. Special pricing available.

15 Retail Skills Every Sales Associate Should Have (and How to Develop Them) Francesca Nicasio, VendHQ, August 2020 Ten Top Tips to Find and Hire the Best Employees Smart Retailer, May 2020

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MILESTONES Steve Gus, 40-year employee at Bacon Jewelers in Boone, IA, died March 25 at the age of 66.

Albert "Aub" Kendle III, former owner of Hawthorne Jewelry in Kearney, NE, and father of current owner, Erika Godfrey, passed away on April 7. He was 77.

Our thoughts go out to the families.

CALENDAR May 2021

F

June 2021

9 Mother's Day

10 All payments must be received in RJO Office

10 All payments must be received in RJO Office

18 Member Summer Buying Show Registration closes

21 Vendor Summer Buying Show Registration closes

20 Father's Day

22 All invoices must be received in RJO Office

21 First day of Summer

31 Memorial Day — RJO Office is closed

23 All invoices must be received in RJO Office

NEW MEMBERS Benqueil’s Jewelry Angela & David McCowan London, KY Referred by Duke Thames, Merit Diamonds, Hollywood, FL

Brittany’s Fine Jewelry Donnie Blanton Gainesville, FL Referred by Jeff Elliott, Wilkerson and Associates, Stuttgart, AR

Christopher Daniel’s Watch & Jewelry Christopher Hernandez Wichita, KS

Iroff and Son Jewelers Brian Iroff Alpharetta, GA Referred by David Hartman, Hartman Jewelers, Warrenton, VA

LaDon’s Fine Jewelry LaDon Reames Nampa, ID Long Jewelers David Long Virginia Beach, VA Referred by Steve Long, Long Jewelers, Chesapeake, VA

Clarksville Jewelers Andrew Schmidt Clarksville, TN

Marquirette’s Exquisite Jewelry Lyle Fields Montgomery, AL

Faini Gerard Faini Sioux Falls, SD

Mark Michael Diamond Designs Mark Lauer Maple Grove, MN

Referred by Stuller, Lafayette, LA

My Jeweler Joe Rarrat Sioux City, IA Referred by Kris Malmberg, Goldman, Secaucus, NJ

Park Place Jewelers Todd and Jill Ferrante Ocean City, MD Referred by Barry Oulette, Gems One, New York, NY

P.R. Sturgill Fine Jewelry Philip R. Sturgill Wytheville, VA Robichau’s Jewelry (Second location)

Matt Robichau Spring, TX

R. Purnell Jewelers Rick Purnell El Dorado Hills, CA

Referred by Greg Greffin, 24K Rose, Wayzata, MN

Sparkles Jewelry Aleandre Habre Sterling Heights, MI Tillis Jewelry Terry and Thomas Tillis Lewisburg, TN and Columbia, TN Timmreck and McNicol Jewelers David Spalding McMinnville, OR William Williams Rare Jewels Noah and Bill Williams Celina, TX Wright’s Jewelry Store Jimmy Lee, Jennifer Beatty, Matt Gordon Fallston, NC Referred by Samuel Spil Company, Charlotte, NC

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.