REGISTRATION DEADLINE: December 28, 2018
I N
T H E
LOUPE
The Premier Jewelers Cooperative
December 2 0 1 8 • Is s u e 8 3
THE GRAND OLE RJO WINTER BUYING SHOW IN NASHVILLE
It’s Like a Whole New Show! NASHVILLE IS A GREAT LAUNCHING PAD. It is home of the current generation of country music, sprouting from the roots of bluegrass, evolving into honky tonk, and picking up the pace with rockabilly. Today the town enjoys respect as a major innovator in American popular music.
The city will see another launch take place next month, when RJO’s Winter Buying Show returns to Nashville from January 25-28. This Show will mark the debut of several new features—detailed on the next page— including:
• a new top tier Show discount on purchases of up to 2.5 percent!
• the Grand Ole Diamond Draw benefiting the RJO Foundation. (You can read more about this initiative on page 4)
These two new initiatives add to these already successful and exclusive membership benefits: • one $250 travel voucher for each qualifying store when you register by December 28; • up to three consecutive nights’ stay at the host hotel, the Renaissance Nashville Hotel or the overflow propery, the Sheraton Grand Nashville Downtown Hotel. • a $10 lunch coupon for concessions on the Show floor.
Register online at: www.rjomembers.com. Simply log in and go to the Buying Show section. The deadline is Friday, December 28. Retailers may also complete the Registration Form located on page 19 of your Registration Packet, mail or fax it to the RJO office: P.O. Box 1045, Newton, IA 50208. Fax: 641-792-9251. Vendor Registration has closed.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
In the Know with RJO
Preparation for the New Year
AS I’M GOING ABOUT SHOPPING—locally—this holiday season, I am sometimes caught in a moment when I come across a sale in a retailer’s window. From the outside, it seems so simple and buttonedup: Put on a sale and customers come. Yet, from all my years working in my family’s jewelry store, I know worthwhile sales take time and preparation. From selecting merchandise, guessing proper inventory levels, determining pricing, creating effective marketing, assuring adequate staffing, and then bringing it all together—it’s a big, big deal.
Multiply this one-time sale preparation by onethousand, and you come close to efforts required in running your daily business. I know from talking to many of you, your wish is to have more time, usually with the goal of using it to prepare for the weeks and months ahead. If you're like me, though, you often use the extra time to relax a bit, clear the mind, and catch up on things around the home. Important, but not the productivity you were hoping for.
RJO is here to help. Our Winter Buying Show provides you two of the things you need more of: time and preparation. We’ve taken great steps to make our Show a minimal investment, by housing you, feeding you, educating you, and even reducing your travel costs.
Once in Nashville, we give you three-to-four days to not worry about your shop, and we provide all the tools you might need to prepare for the year ahead. We offer educational seminars to answer questions you’ve had, but not had the time to pursue. We offer time to talk with your fellow jewelers, one of the best sources of successful business practices there is. We offer you laughs, camaraderie ... and time to relax and clear the mind.
For next February to be successful, you need to prepare. For next summer to be successful, you need to prepare. For next year to be successful ... well, you know. Rather than try to squeeze time in during your busy work days and weeks, be sure to make a solid business investment for 2019 by signing up for our Grand Ole RJO Winter Buying Show by December 28th.
I hope this season finds your store filled with warmth, smiles and buying customers. RJO CEO
P.S. Be sure to end your year by reading this issue and taking advantage of the new initiatives RJO has undertaken to make your business better.
RJO Board News
At the recent joint leadership meeting in October the Board approved a new policy regarding Buying Show attendance for retired/alumni members and vendors, as well as a new buying level incentive at RJO Buying Shows.
You may read the Retired/Alumni MEMBER Show Attendance Policy or the Retired/Alumni VENDOR Show Attendance Policy by clicking the respective links.
The Board also voted to add a level to the additional discount given on all Show purchases. All members purchasing more than $500,000 with RJO in 2018 will receive an additional 2.5% discount on all purchases made at the Show. We look forward to seeing everyone in Nashville.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
REGISTRATION DEADLINE: December 28, 2018
From RJO’s Facebook Page
THE RJO PAGE ON FACEBOOK hosts a variety of interesting discussions every day. Here is an edited exchange from a post earlier this month:
SERVICES Centralized Billing
Patronage Dividend
RJO Website (rjomembers.com)
Buying Shows (Fall/Spring) RJO Chat Channel
In the Loupe – RJO’s newsletter
Free Print and Radio Ad Library (on the RJO website) 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 E-mail Blasts
Purchase Vouchers (at the Buying Shows)
RJO Membership Certificate
RJO Next Gen and RJO Succession Experiences
Comment One: We work at a store where you stand “in line.” The next salesperson up gets the next person in the door, and then they go back to the end of the line when they are done with the customer.
Comment Two: It’s a team approach at our store. I want my best people out front closing, then handing off to the second string to wrap, put the sale in the computer, and keep the clients happy.
Comment Three: I use the best person for each client. I’ve got staff that are reassuring and will hold the hands of the ditherers. Personality A types like me—that get in and get out—I’m no good for a two-hour close. Conversely, my sweet girls don’t know how to sell a pair of $75 hoops and get them out the door in under ten minutes. So, I suggest you turn customers over to the right salesperson.
Comment Four: Get the other salespeople to be as aggressive as the “hogger.” Or go to a team commission, and that will squeeze out the weak ones. Or the weak ones will wake up and be a little more aggressive to sell.
Comment Five: Team commission didn’t work for us because the weak ones benefitted from the more aggressive ones, and then there was resentment building up. So now we’ve switched to individual commission, and the weak ones realized they need to be more aggressive or they get nothing.
Comment Six: Trust me, I get it. I told the strong ones to talk to the weak ones. And then if the weak ones still didn’t improve, I had to made some hard choices.
Comment Seven: The closer should get the biggest commission, bonus, or spiff, but if they have a wrapper, computer support, and a hand-off person, they should also get a piece of the pie. They may not be a big writer, but without them, the super-salesperson couldn’t close as many sales. There are two of our people that write 80 percent, but without four support people, we couldn’t do nearly as much. My goal is to add one more closer. Comment Eight: I believe everyone should have some type of bonus plan. Also try keeping it as a team effort.
Private Label Credit Card Service
JewelConnect
Post: How do you keep sales people from “hogging” sales? I’m interested in rotation ideas?
Scholarship Opportunities
Comment Nine: I have a team commission system, so no matter who gets the sale and who helps, we all make money.
(from the RJO Foundation)
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
RJO Foundation News
Shirts for Scholarships The RJO Foundation is pleased to report its first set of shirts sold out, and it is now offering a second round, open until December 21. Launched in coordination with our Winter Show in Nashville, the fundraiser features shirts imprinted with the upcoming Buying Show’s beautiful logo. The clothing choices include a t-shirt and a long-sleeve t-shirt, and are priced at $20-$25. Orders may be made directly through this link.
“We all get asked everyday for donations,” says Mike Pribyl, Cahill-Pribyl Jewelry & Gifts and RJO Foundation President (pictured top right), “so it was kind of nice to have this quality shirt to show for it. The RJO Foundation is doing wonderful things helping our own members with educational grants, and each shirt helps fund additional grants. My thanks to everyone who ordered a shirt, and I’ll see you on Sunday January 27 at the RJO Winter Buying Show in Nashville, proudly wearing mine! My thanks to Alison Groves, who brought this fundraising idea to our attention.” As Pribyl notes, the Foundation is asking all members to wear their Show shirts in support of the Foundation on the Buying Show floor Sunday, as well as to the Sunday evening event. All proceeds benefit the RJO Foundation. Testimonials from winners, as well as more information about the RJO Foundation, may be found here: www.rjomembers.com/members/the-rjo-foundation/.
Grand Ole Diamond Draw in Nashville Help us kick off our 2019 fundraising efforts with the RJO Foundation Grand Ole Diamond Draw to to be held in Nashville. Sponsoring vendors have so far donated eight (8) .25 carat or larger diamonds for the RJO Diamond Draw. For your chance to win, purchase a velvet pouch for just $20, check your number, and see if you’re a lucky diamond winner! All proceeds benefit the RJO Foundation.
RJO Foundation National Campaign The Foundation’s National Campaign Committee will be launching a National Campaign both our members and vendors can use in their businesses, to help support the Foundation. The National Campaign will launch at the Summer Buying Show in Schaumburg, IL, in 2019.
2019 Tentative Trip Dates Announced
As this issue of In The Loupe goes live, here are tentative dates for RJO’s 2019 RJO Annual European Buying Trips:
First Trip: Hosted by Liz Schlauch (Barany Jewelers), and Jeff Horlacher (Horlacher Jewelers) Antwerp: Oct. 5-10 • Idar-Oberstein: Oct. 10-14
Second Trip: Hosted by Connie and Steve Matsen (RJO) Antwerp: Oct. 12-17
To learn more about this annual RJO-hosted trip, which is a great opportunity that has shown a great return on investment for your fellow RJO member stores, come to our reception at the Winter Buying Show in Nashville, or contact RJO European Trip Coordinator Connie Matsen at: cmatsen@rjomembers.com.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
REGISTRATION DEADLINE: December 28, 2018
RJO CustomHatch Orders Grow 300 Percent
RJOCUSTOMHATCH.COM is RJO’s new portal for retailers to get multiple quotes on their custom jobs from RJO vendors. The system was launched at this past Summer Buying Show in Minneapolis, and already it has become an important tool for many retailers and vendors.
“You all probably know what it is by now,” says RJO vendor Andrew Boundy, the developer of Custom Hatch and JewelConnect.com, “but in simple terms, retailers can upload a custom job requirement (details, images etc.) to the RJO CustomHatch system and get quotes from more than 15 RJO custom manufacturer vendors, who have subscribed to the system. This makes getting the right piece for the right price and in the right time
super-simple and quick and easy for you—plus it’s all-RJO!”
In November, the number of orders placed on the system rose 300 percent from October, in only the third month of operation. “We are delighted to see this level of usage,” says Boundy, “and so are our vendors, who are quick to provide great quotes on your requirements.”
In 2010, VRB Internet and Incom (JewelConnect developers) approached RJO with an idea. This idea was to provide a low-cost, effective marketing system for RJO retail stores, many of which had no website or no product on their site. Also, with hundreds of stores and thousands of products, RJO could market perhaps the largest network of stores and product on the net— a powerful vehicle. Obviously, the idea was developed and JewelConnect was born, exclusive to RJO.
An online catalog of more than 30,000 items was created from RJO vendors— many of whom still supply the data
Boundy will be in Nashville for retailer and vendor seminars, where he’ll be looking forward to member feedback and comments on the system. Check it out at: RJOCustomHatch.com.
“The system is another RJO technical innovation,” Boundy continues, “and we believe, the only one of its kind in the industry. This kind of system is only possible when there is an organized group of participants, all working towards making the store more competitive and unique in the market—something RJO does best. We’re very excited to see where this
JewelConnect at 8: An overview JEWELCONNECT, RJO’S EXCLUSIVE web marketing system is now in its 8th year and continues its momentum into the upcoming season. Here is a recap about how we got here and why.
technology goes and, we’re already developing version 2.0 with enhancements and new features.”
today—for the public to browse great jewelry and find an RJO store to purchase it. The member stores were then mapped and verified, so there was quality RJO product and hundreds of great RJO stores in which to buy. In 2011, JewelConnect 2.0 was launched, and it has continued to grow into the system you know today.
JewelConnect directly competes with the online retailers attempting to lure buyers away from brick and mortar stores and to the online buying environment. JewelConnect works the other way: pulling people away from online buying and into the store. That was the strategy then, and it’s the same strategy now. It’s no accident then, that the JewelConnect tagline is “Shop Online, Buy In-Store.” To learn more about JewelConnect and to visit your customized page, go to: www.jewelconnect.com/ store-phone-number
NEW VENDOR Rembrandt Charms Williamsville, NY Eric Lux, Megan Ciarfella 800-828-7840 www.rembrandtcharms.com Collection of charms in silver and gold. The entire collection is available in sterling silver, gold plate, 10- and 14-karat yellow gold, and 14-karat white gold. All sterling silver merchandise is rhodium plated to prevent tarnishing.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Rembrandt Charms: Precious Charms for Precious Memories
THE STEREOTYPICAL STORY surrounding tech start-ups is that the founders started in their parents’ garage. For Chris Lux, President and Founder of Rembrandt Charms (RQC), he started his in their backyard.
“In the 1960s Chris, my father, began by converting a chicken coop in his parents’ backyard into a workshop,” states Eric Lux, Vice President, Rembrandt Charms. “He sold jewelry and giftware out of his station wagon to gift shops and retail jewelry stores across the Northeast. During his time on the road, my father discovered there was a niche for high-quality charms and charm bracelets.” Chris grew interested in a Canadian charm and jewelry manufacturer – Rembrandt Canada – which was searching for an American distributor. After two years of selling their charms, Chris founded RQC Ltd., known as Rembrandt Quality Charms.
“Rembrandt Canada was acquired by Johnson Matthey (JMPLF), but subsequently closed its doors to their charm division shortly after. RQC was booming in the U.S. market, and Chris seized the opportunity to build a manufacturing facility in Canada and re-hire the skilled workers who were let go by Johnson Matthey. Chris was able to control the entire business from manufacturing to distribution,” says Eric. To this day, Rembrandt Charms is a consistent top-selling jewelry brand in North America and proudly serves over 14,000 retail jewelers.
Rembrandt Charms is a familyowned company that has been designing and manufacturing charms and charm bracelets for over 45 years. “The beauty of a charm bracelet is it is a timeless collectible passed down for generations,” says Eric. “Charms are credited as the first form of jewelry, dating back to 560 B.C., and each charm tells a unique and personal story. They capture moments in time unlike any other jewelry.
Rembrandt Charms offers the world’s largest charm collection in gold and silver. The entire collection is available in sterling silver, gold plate, 10 karat yellow gold, 14 karat yellow and white gold. Sterling silver merchandise is rhodium plated to prevent tarnishing.
All Rembrandt Charms merchandise is manufactured in the U.S. and Canada, and its charms and charm bracelets are sold exclusively through authorized retail jewelers. Rembrandt Charms offers a Lifetime Warranty, reflecting the dedication and commitment of their entire staff.
RQC is RJO’s newest vendor, and they come with the distinction that nearly 100 percent of RJO members have purchased from them in the past.
“We are thrilled to join an organization committed to service, quality and integrity in the jewelry industry,” says Eric. “Becoming a member of RJO allows us to better serve our customers through additional face-time at the shows. The RJO show experience offers an intimate and more relaxed
environment compared to other shows, thereby creating an atmosphere conducive to the exchange of ideas among suppliers and members.” A unique feature RQC offers is the Photoart Creator, as seen on the company’s website. It allows the uploading of images that can be transferred to Photoart charms. Eric says it will include an Engraving Creator and Bracelet Creator soon. RQC does not sell directly to consumers, though charm collectors can create a wish-list and design charm bracelets to send to retail jewelers listed on its website. Eric encourages RJO members to ensure their store is listed.
“We look forward to seeing everyone at the Nashville RJO Show!” says Eric. “Stop by our booth to learn how our Business Building Charm Program will cultivate generations of new and repeat business! We are offering terrific Show specials to kick-off our first RJO Show! Program benefits include: retail locator listing, inventory-controlled charm displays with the best-selling charms by region, stock balancing, no minimum orders, marketing support, and much more! Just like watches and diamonds, you must show charms to sell them!” Rembrandt Charms is located at 370 South Youngs Road in Williamsville, NY. Phone: (800) 828-7840 Website: www.rembrandtcharms.com
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
REGISTRATION DEADLINE: December 28, 2018
Train Your Staff on Jewelry Store Security for the Holidays WHETHER YOU HAVE NEW EMPLOYEES joining your business for the holidays or have a staff of seasoned veterans, a thorough review of your security procedures is a must this time of the year. Neglecting security measures early on could leave your business exposed during a time when crimes against jewelers tend to escalate. Plus, not getting in the habit of security best practices will only get more difficult to change as the year progresses. Because jewelry is in high demand during the gift-giving season, the risk of loss also increases. To minimize the risk, it’s important to ensure your entire staff knows how to sell with security before customer traffic increases.
There are a lot of techniques that make a good salesperson, and secure selling procedures is one of the most important. Large sales could be wiped away if something as simple as forgetting to lock a showcase display is neglected or other jewelry store security features are forgotten. Your staff needs to know things like: • Various ways to prevent different types of thefts, such as grab-andrun theft • What to do when they suspect something suspicious, such as using a code word or phrase • How to properly respond during a robbery • Open and close the store with two people • Always request a photo ID when showing high-value items
An easy way to train your new employees and refresh your current staff on these best practices is to have them sign up for JM University® — an exclusive
member benefit to JM policyholders — and take the Selling with Security course. A “final exam” at the end of the course can be used to verify that your staff has successfully completed the course and understood the material.
Now is also a good time to hold an all-employee meeting. Hold your meeting before or after normal hours, to make sure your routine of setting up or taking down merchandise doesn’t interfere with the rest of the meeting. A day when you’re completely closed may work best. Also, depending on the size of your staff and the level of detail you want to get into, you may want to consider doing a roleplaying exercise of what to do during an armed robbery. Invite your local police department to participate in this as well. They can give additional safety tips and it will help to build a relationship with them, too. Don’t forget to talk about internal theft, a topic that often gets overlooked. It’s not always about stealing from the inventory or cash from the drawer. It can extend to instances like an employee discount given to a friend or stealing time by improperly accounting for their hours worked. Have documented policies and procedures in place that cover this topic and review with your staff.
might consider pointing out specific things like: • What types of merchandise are most likely to be targeted • Managing the flow of customer traffic to prevent distractions • How to identify and share information about suspicious activity • What to do after a robbery or theft occurs
You may also want to consider a high-level overview of your physical security. Examples of this would be: • Location and operation of surveillance cameras • How to secure merchandise in a safe or vault • How to arm your alarm system Whether you’re a retail jeweler, wholesaler, or custom designer selling jewelry online, you can benefit from educational courses on JM University — an exclusive perk for Jewelers Mutual Policyholders.
Think you have your security best practices memorized? Prove it by conquering the quizzes featured in A Day in the Life of a Jeweler, our latest course outlining common threats jewelers face every day. Policyholders also have access to FREE supplemental security materials such as showcase displays and door signs.
Lastly, apply the principles of Selling with Security to the specific aspects of your business and the physical layout of your location. You
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
JF Jones Jewelers: Family Business Since 1928 IN 1928, TWO MILESTONES were achieved in New York. In the city proper, Walt Disney debuted the first animated film, “Steamboat Willie,” marking the inaugural appearance of Mickey Mouse. Three-hundred miles to the northwest, in Rochester, Joseph F. Jones, a watchmaker, opened JF Jones Jewelers, a repair shop with work done “while you wait.” JF Jones Jewelers also was the first local shop to carry Hallmark greeting cards. What had started as a repair shop quickly grew into a jewelry and gift store, despite the economic hardships brought about by the Great Depression. Jones was one of the few jewelers in Rochester to set diamonds. The store moved a handful of times over the next 90 years, moving into its newest home in Stone Ridge Plaza in 2015. JF Jones Jewelers’ tagline is “Family Business Since 1928” and for good reason. Joseph’s son, Leonard, grew up in the business as an apprentice, with future goals and aspirations to expand his father’s store. Leonard took over the business in 1975, and his wife Colleen joined the store shortly after. Their daughter, Brittany, was born and raised in the business, spending weekends wrapping gifts, making bows, and learning the business. Brittany officially came on board in high school and continued to work part time while earning her degree in marketing at SUNY Brockport.
is owned by Colleen and Brittany. A recent profile in the local newspaper may be viewed here.
After 90 years, JF Jones Jewelers attracts customers by its comfortable setting. “We offer a laid-back and homey atmosphere with a no-pressure sales team,” says Brittany Jones. “We are a full-service jeweler offering everything from watch batteries to customer jewelry. Our interior offers our signature teal color, along with old photos and trinkets that celebrate our heritage. So far this year, we’ve created a lot of custom jewelry utilizing inherited stones, as well as many wedding bands. Also, watches are still in demand, in classic styles.” When she’s not cheering on the Bills, the 30-year-old, third-generation owner is bringing her marketing knowledge to celebrate the store’s 90-year history.
At a community celebration last month (see photo below), Brittany told the gathering, “Reaching 90 years is a great accomplishment that I hope makes my late father and grandfather proud. We have carried on many of their traditions and beliefs in customer service.” She says her favorite part of being a small independent jeweler involves the store’s history as well: “I really enjoy hearing the stories and seeing the jewelry my dad and grandfather made. And I also like helping people create new memories and heirlooms. People bring in jewelry that my father or my grandfather designed for them and they’re still wearing it, and here it is 50-60 years later. It’s just wonderful.” JF Jones Jewelers is located in Stone Ridge Plaza in Rochester, NY. Phone: (585) 865-6604 Website: www.jfjonesjewelers.com
Leonard passed away in 2009, and now the store
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Quick Look • Quick Look • Quick Look• Quick Look
REGISTRATION DEADLINE: December 28, 2018
RJO returns to the Music City this January, with the Grand Ole RJO Buying Show. The weekend combines the trappings of classic country with everything you've come to expect from our Shows: the education sessions, the Idea Center, the receptions, the entertainment, and of course, the buying.
Even when the Show floor is closed, we’ve got you covered, including special local tours, attendance at a live performance of the Grand Ole Opry, line dancing lessons, and even a comedy bus tour. Remember to register for the Show by December 28 to guarantee your $250 travel voucher, courtesy of RJO vendors. Complimentary Accommodations
All qualifying members of RJO 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 the Renaissance Nashville Hotel or the Sheraton Grand Nashville Hotel. Only Friday, Saturday, Sunday or Monday nights qualify. A nightly rate (plus taxes and fees) will apply to non-qualifying members and members, staying more than three nights. RJO does not cover suite upgrades or additional persons.
There only are two ways you can make your room reservation.
Online: Visit RJOMembers.com and click the Hotel Information link in the Show registration section. If you need a username and password, or have forgotten yours, contact the RJO office at 800-247-1774.
Telephone: Call the Renaissance’s reservation line at 800-327-6618 or the Sheraton Grand Nashville at 800-325-3535 and tell them you are in the RJO Block of Rooms.
PHOTO IDs ARE REQUIRED FOR EVERYONE ENTERING THE SHOWROOM
To ensure the safety of all of our members and vendors, we require a photo ID and business card upon registration check-in. Both items must be presented to receive your badge for access to the Show floor.
Purchase Voucher Frenzy!
RJO is teaming up with participating vendors to offer purchase vouchers good only during the last three hours of the Show! Don’t leave the Show early and miss the chance for free credit.
RJO will also be providing three $200 vouchers to be applied to your RJO account. A list of participating vendors and amounts will be provided prior to the Show. Drawings will be held at noon Monday and you must be present to win.
To win, have your Purchase Voucher Frenzy ticket—provided in your registration packet—with you during Monday’s drawing, and listen for your ticket number to be called. Increase your odds by purchasing extra tickets at the Show for $5 each (or 3 for $10). All proceeds go to the RJO Foundation.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Additional Discounts
Keep more money in your pocket on every purchase at the Grand Ole 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 2018 RJO purchase total. 2018 Purchase Total: Additional Discount on All Show Purchases $100,000 - $149,999.99:
$150,000 - $199,999.99:
$200,000 - $449,999.99: $500,000 or greater:
1%
1.5% 2%
2.5%
Important: To receive your additional discount, you must fill out and submit all vouchers to RJO prior to the end of the Show or via FAX/e-mail to RJO by February 2. Voucher terms are six months. your percentage discount will be available at the Show registration desk or by calling RJO prior to the Show.
Show Event and Schedule FRIDAY, JANUARY 25
Grand Ole Opry and Ryman Auditorium Tour*, 12:30 - 5 p.m. Podium Presents – Why Your Store Should Be Texting in 2019, 1 - 2 p.m. Blaine Lewis – New Approach School for Jewelers Tour*, 1 - 5 p.m. The Redneck Comedy Bus Tour*, 1:30 - 4:30 p.m. GN Diamond Presents – Attracting, Engaging and Closing the Millennial Shopper, 2-3p.m.
The EDGE User’s Meeting, 2:30 - 5 p.m. Virtual Diamond Boutique Presents – Create More Traffic and More Loyal Customers with VDB!, 3 - 5 p.m. Thinkspace Presents – Showrooming and the Importance of Inventory Data, 3:30 - 5 p.m. Prime Consulting Presents – Vendor and Retailer Relationships, 4:30 - 5:30 p.m. Star Gems Presents – Closing More Custom Sales, 5 - 6:30 p.m. Stuller Presents – Attract and Sell to the Female Self-purchaser, 5 - 6:30 p.m. New Member Reception and Orientation #1, 5:30 - 6:30 p.m. Early Member and Vendor Registration, 5:30 - 8:30 p.m. RJO Kick-off Reception and Tower Displays, 6:30 - 8:30 p.m. Gems One Presents – Review Your Current Jewelry Marketing Approach and Top Trends for 2019, 7:30 - 9 p.m.
*Cost of optional excursions is the responsibility of the participant.
SATURDAY, JANUARY 26
Seminar Continental Breakfast, 7:30 - 9 a.m. Member Show and Seminar Registration, 7:30 a.m. - 12:30 p.m. Educational Seminars, 8:30 a.m. - 12:20 p.m. General Membership Meeting, Luncheon & Keynote, 12:30 - 2 p.m. Member Show Registration, 1 - 7 p.m. New Member Orientation #2, 2 - 3p.m. Idea Center, 2 - 6 p.m. Buying Floor Grand Opening, 2 - 7 p.m. Buying Floor Welcome Reception, 5:30 - 7 p.m. Next Generation Reception, 6 - 7 p.m. European Branding Trip Reception, 7 - 8:30 p.m.
SUNDAY, JANUARY 27
Member and Vendor Joint Breakfast, 7:30 - 8:30 a.m. RJO Brain Gain Breakouts, 8 - 9:30 a.m. Show Registration Desk Open, 8 a.m. - 5:30 p.m. Buying Floor Open, 9:30 a.m. - 6 p.m. Idea Center, 10 a.m. - 5 p.m. Press Release Photo Session, 1 - 3 p.m. RJO Happy Hour, 5 - 6 p.m. Sunday Evening’s Classic Country Get-together, 6 - 8:30 p.m.
MONDAY, JANUARY 28
Sharing the Best of Your Nashville Experience and Continental Breakfast, 8 - 9:30 a.m. Show Registration Desk Open, 8:30 a.m. - 3 p.m. Buying Floor Open, 9:30 a.m. - 3 p.m. Idea Center, 10 a.m. - 12 p.m. Farewell Event, 2 - 3 p.m. Wildhorse Saloon Private Line Dancing, Dinner and Drinks!*, 5:30 - 9 p.m. Live Music Pub Crawl*, 6 - 9 p.m.
What's In The Window? Display and Showcase Design Contest Show us your creative side, and get some fresh ideas to take back to your own store! All you have to do is send pictures of your best, most memorable store displays for the chance to win and be featured at the Buying Show!
Entries will be voted on by members and winners announcedduring the Show. You must attend the Show in order to participate. Pictures (jpeg or png files preferred) must be submitted via email to linda@rjomembers.com by December 28.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
REGISTRATION DEADLINE: December 28, 2018
Group Activities
SUNDAY EVENING’S CLASSIC COUNTRY GET-TOGETHER After a successful day on the Buying Show floor, it’s time to grab a drink and gather at a country outpost fit for Johnny Cash himself. A live country band will play some of the country star’s greatest hits in the ballroom. Can’t line dance? RJO has got you covered with a line dance instructor on hand.
Friday Excursions GRAND OLE OPRY & RYMAN AUDITORIUM TOUR Enjoy as a knowledgeable guide takes guests on a backstage tour of the Grand Ole’ Opry House and Ryman Auditorium, must-see venues for anyone visiting the Music City.
BLAINE LEWIS— NEW APPROACH SCHOOL FOR JEWELERS TOUR You will have a golden opportunity to tour the school that is at the heart of training bench jewelers for generations to come, as well as see a short demonstration on small tips and tricks.
THE REDNECK COMEDY BUS TOUR Have a laugh on this fun-filled bus tour of Nashville’s most famous and historic sites, and take in all the musical acts and cowboys along the way.
Monday Excursions WILDHORSE SALOON PRIVATE LINE DANCING, DINNER AND DRINKS! Square dance to live music, order cocktails and dine on classic country fare at the world-famous Wildhorse Saloon. It doesn’t get better than this!
LIVE MUSIC PUB CRAWL Want to feel like a Nashville local? Gather at Legend’s Corner for drinks and live country music, then dinner and drinks at Robert’s Western World, followed by dancing at The Stage on Broadway.
To register for any of these group activities, indicate on your Registration Form which one(s) you would like to attend, and return it with payment, if applicable.
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Understanding the Importance of Social Media
Cover Story
For retailers, each generation encounters a new set of tools needed to make their business a success. Be it the dawn of the cash register, or electronic loupes, or everything connected to the internet, the daunting task facing the current generation of jewelers is understanding and mastering social media—and their social media customers. Facebook, Instagram, texting, and email all had their start on the personal computer, yet with the advent of cell phones, instant communication (and communities) is everywhere, and your future customers probably understand it better than you. To get a handle of how to come to grips with the demands and benefits of social media, four experts have shared some insight into social media-related topics. Each will be presenting educational seminars at the Winter Buying Show in Nashville next month.
Larry Chasin Chief Business Development Officer, Thinkspace larry.chasin@thinksapcehq.com
WHILE MANY OF US DREAM of the day we know the difference between our store’s modem and router, Larry Chasin imagines a day when a jeweler buys new products from his suppliers and the digital product data shows up on his website before the physical product gets to the store. The entire process will be automated in the cloud and, at the click of a button, any vendor can share and update its product images, videos, descriptions, pricing, etc., within the websites of its authorized retailers, so the jeweler can focus on the marketing, advertising and sales.
“It all starts with the website.” says Chasin, “That’s the hub for all the different marketing channel spokes.”
Chasin provides this look at the four basic elements of a state-of-the-art jewelry website: • Understanding the website’s primary purpose—which for the vast majority of independent retail jewelers is
not to sell online as so many might expect, but rather to increase the lead funnel by generating more walk-in visits, phone calls, and email inquiries. Understanding this opens the door to achieving measurable leadbased goals and finely tuning any digital marketing strategy.
• The website technology platform—while jewelers can choose to build a website in open-source WordPress or Magento, it gets very expensive to build or integrate jewelry specific functionality for diamond search, vendor product catalogs, point-of-sale product data, product variations, etc. Rather than each jeweler reinventing the same functionality ‘wheels,’ jewelry-specific website platforms (like Thinkspace) bring a tremendous economy of scale to the initial website development and its ability to scale longer-term, as online technology and digital marketing continue to evolve. • Design—it’s now standard operating procedure that all websites be responsive in design so they adjust to fit all viewing devices, but we’re now seeing an even bigger push to design “mobile first,” since 60+ percent of all online website traffic is from a mobile device. Themebased designs are much faster to implement and keep costs down, regardless of the website technology
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REGISTRATION DEADLINE: December 28, 2018 platform. Design and page layout customization is what really drives a website’s development cost.
• Content—the content within the website is what really separates one retail jeweler’s website from another. It includes: - Static Content—show pictures of your store and people, describe the services you offer, promote your events, provide educational content, etc. The more original the content on the website, the better it ranks within the search engines. - Product data—this is literally where the money is made. Consumers come to the websites of independent retail jewelers to look for products before they get into their car or pickup the phone to inquiry. Product data should be a combination of your own in-store inventory, along with the digital catalogs of your various vendors (cloud data). - Consumer Data—this relates to the data collected from the website customer relationship manager (CRM), including the users’ wedding and anniversary dates, birthdays, wishlist items, contact info, etc.
“For a state-of-the-art theme-based jewelry website on a platform, such as one offered by Thinkspace,” says Chasin, “RJO jewelers can expect to spend in the neighborhood of $2,500 for the initial setup, and $200+ a month for the ongoing technology license, functionality updates, unlimited web pages, virtually unlimited bandwidth, server hosting, maintenance, basic support, and even inventory management with the vendor data cloud.”
Tiffany Gonzalez President/Founder, Keep Me Connected tiffany@keepmeconnected.net
“ONE AREA I CONSISTENTLY SEE retailers struggle when it comes to social media,” says Tiffany Gonzalez, “is quality content.”
Gonzalez says offering consistent, engaging content takes time and a lot of effort. For many retail jewelers, it can be difficult to do successfully all year long.
“Facebook marketing works toward that tipping point,” says Gonzalez. “I talk about the perfect storm for the jewelry client: they have to have the means (money), the occasion, and they have to be thinking about you. The jewelry industry is different than a lot of other retail sectors in that way. With higher ticket items, a woman may see something she loves, but if she doesn’t feel she has the means or the occasion, she likely won’t purchase. You have to be there when they do. Do they purchase because of one thing they
saw? No, studies show us it takes more than one touch to get a person to buy. They consistently see jewelry and engaging content from you, and then—, because of that— when they have the means and occasion, you are the jeweler they buy from.”
Gonzalez says jewelers often struggle to recognize the importance of “social” in the media and how that should translate. She sees too many jewelers who only post product, which does not create a sense of relationship or engagement.
“Posting jewelry is a must on a jeweler’s social media account,” says Gonzalez, “but there are many ways to do it. Making sure you incorporate the element of social into it makes a huge difference. This can look like asking for your audience to give their opinion on a piece. It can also be a graphic with a cute play on words or touching on something relevant with the jewelry. When you have engaging, interesting content getting customers thinking about jewelry—and having fun—then when you share an event or sale you’re having, they are more open, receptive, and engaged.”
Gonzalez says she regularly sees jewelers making sales from Facebook. Those that do, she says, consistently post engaging, jewelry-related content, from which fans can interact and feel comfortable asking for more information in the relationship. She says one jeweler sold four rings off of a single post she created about the Monday Blues.
“When jewelers build a following, those people love to share their experiences,” says Gonzales. “We like to regularly share positive reviews for jewelers as posts on their page, so other fans see it without having to actually go to the reviews. In October, we did this with a review that came in, and within a day, eight more customers of that jeweler commented on the post, about how much they love shopping there too. So now, instead of just one happy person, you’ve reminded a whole group of others why they shop with you.”
So how does one learn to create and evolve quality content?
“One resource I would recommend every retailer use is a social media manager or consultant,” she says. “Whether you’re managing things in-house or hiring third-party help, make sure you’re touching base with someone who knows what is going on in the industry of social media marketing for jewelers. This could even look like a quarterly audit, to make sure what you’re doing is working and figuring out where you should be making additions or changes. Taking the time to keep up with all of the changes and best practices yourself can take too much time away from your other important tasks, so building a relationship with someone who is an expert is the most reliable resource.”
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Kate Peterson President/CEO, Performance Concepts, Inc. kate@performanceconcepts.net
So you have your website up and running, and you find out your site no longer works on Internet Explorer. Why? Well, it seems Microsoft has abandoned the web browser, but no one told you. Or maybe they did, but you got distracted by a cat video. Staying on top of technology seems neverending, but Kate Peterson has some advice on where you should be spending your time online for not only tech news, but news important to the retail jeweler.
“This is actually the topic of one of my Buzz Sessions in Nashville,” says Peterson. “There is a difference between platforms retailers should USE for marketing and outreach (Instagram, Facebook, Pinterest) and ones they get swallowed up in ‘VISITING.’
Peterson says the most effective retailers are those who have learned to work with the various sites, knowing who to follow and what topics to watch for
and also who are disciplined enough to manage their online time, avoiding useless gossip, bad information and time-consuming rabbit holes.
She’ll address this topic and related ones in her Buzz Session, but she has some immediate advice for what should be jewelers’ essential reading.
“Among the most important are the trade magazine sites,” says Peterson. “InStore, JCK and National Jeweler all send out regular news updates—some daily, some weekly—and all contain links to the most important and most current industry information. In addition, they all provide access to archives where you can search topics that are of specific relevance/interest.” Another resource that is often overlooked, says Peterson, is the Diamond Producers Association’s Trade Portal. It’s Login page is here. https://diamondproducers.com/login/
“It’s where retailers can get access to the best diamond marketing materials and collateral—all customized for the store—and where they can find a great new online Diamond Training program that is a MUST for anyone—even the most experienced people—selling diamonds today.”
Jim Ackerman President/Founder, Ascend Marketing, Inc. mail@ascendmarketing.com
“It is not so much about it being important to attract millennials,” says Jim Ackerman, “as it is understanding HOW to attract millennials.
Attracting millennials is important, according to Ackerman, because they’re the next big demographic group coming into their maximum earning years, meaning they’ve got money to spend on jewelry. And they probably will.
The Diamond Producers Association’s Trade Portal may be accessed in the upper left corner of the association’s website.
“It has to do with bringing fresh blood, fresh new clients into your enterprise,” says Ackerman, “which is
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REGISTRATION DEADLINE: December 28, 2018 the life’s blood of any business. But the bigger issue is understanding HOW millennials buy and therefore how to attract them. This is the key consideration and it cannot be overstated in its importance, because millennials are NOT the only group that buys this way. Nowadays, every key demographic group mimics the millennials’ “buying journey.”
Ackerman claims failure to understand, master, and exploit this new process is tantamount to business malpractice. Conversely, he says fully understanding and exploiting this new buyer’s journey will give a retailer an insurmountable advantage in the marketplace, and few competitors who will be able to keep up with stores which wield this advantage.
“Unfortunately, the ‘everyday gurus’ out there—in the jewelry industry and in the digital marketing business— have either neglected to deliver the cold hard realities of marketing in—and to—this new buyer’s journey,” he says, “or they simply do not understand it themselves.”
Ackerman says for the better part of two decades, the industry has been declaring digital marketing to be the path to business Nirvana. From mastering email marketing to pursuing SEO and SMO to blog marketing and influencer marketing, the new focus is social media and pay-per-click.
“With each new iteration,” says Ackerman, ‘the promises of instant and ultimate success have been renewed. But as I speak to audiences all over the nation—primarily in the jewelry industry, but in others as well—they all say the same thing: digital marketing is NOT the panacea it was promised to be; jewelers cannot live on digital marketing alone.”
Ackerman concedes digital marketing is here to stay, but he tells retailers they cannot simply take the advertising they used to do in the traditional media of print and direct mail, plug it into their digital media, and expect it to work.
“If your emails look like your old newspaper or magazine ads, or your old postcard campaigns, they’re not going to work,” he says. “Not that they’re conceptually bad ads; they simply are not taking into account the ‘millennials’ buyer journey. If you want to be successful honoring the millennial process, you’ll
need to take a lead-generation approach to your upfront advertising and build a back-end ‘funnel’ designed to convert those leads into buyers and clients ... OVER TIME. Render value up-front, in exchange for contact information. Then build a campaign of nurturing the relationship—using both digital and traditional selling methods—to move the prospect through the funnel to a small initial purchase and ultimately to the ‘big buy.’”
Ackerman says the reason the other gurus don’t talk about or practice these recommendations is that it is hard.
“It requires more than thought; it requires forethought,” says Ackerman. “It requires anticipation. It requires developing a system and having the tenacity to monitor that system, track the results, and constantly be working to improve it, bringing it evermore in line with the buyer’s journey. In short, this is not a ‘Get-Rich-by-Tuesday’ proposition. There is a price to pay to be able to fully exploit the “millennial potential,” and not many will be willing to pay that price. Some jewelers already have, however, and they are the ones who are prospering in the age of digital marketing. Largely to the extent you are willing to pay that price, your long-term success in the retail jewelry business will be determined.”
Internet Explorer Web Browser Discontinued by Microsoft Orthopreneur, February 2018 https://orthopreneur.com/internet-explorerkilled-by-microsoft/
Are Millennials Different? Federal Reserve, November 2018 https://www.federalreserve.gov/econres/feds/fil es/2018080pap.pdf
The findings: Millennials do not appear to have preferences for consumption that differ significantly from those of earlier generations. They just don’t have any money.
Does RJO Have Your Most Up-to-Date E-mail Addresses? If you’ve changed your e-mail address lately or would prefer to receive RJO communications at a different address, please let us know. Address updates and changes can be directed to Erin Sharp in the RJO office at: erin@rjomembers.com
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REGISTRATION DEADLINE: December 28, 2018
CALENDAR JANUARY 2019
DECEMBER 2018
FEBRUARY 2019
21 - All invoices must be received in RJO Office - Last day to register, cancel or change excursions for Nashville
New Year’s Day—RJO Office closed
28 - Retailer Buying Show Registration Deadline - Last day to receive Buying Show Travel Voucher
All invoices must be received in RJO office
24-25 Christmas—RJO Office closed
31 New Year’s Eve
All payments must be received in RJO office
RJO Winter Buying Show in Nashville, TN
NEW MEMBERS Bella Cosa Jewelers Joseph Molfese Wilmette, IL
R. Bruce Carson Tom & Ashley Newcomer Hagerstown, MD Diamond Durrell’s Durrell Hudson Lake Charles, LA Furnari Jewelers Anthony Furnari/Joe Furnari Chicopee, MA and Enfield, CT
Referred by Len Pickett, Pickett Brothers Jewelers, Jacksonville, FL
Greco Jewelers Joanne Greco Lyons, NY
Referred by Aubre Ford, RDI, Rochester, NY
All payments must be received in RJO office
Gwen’s Fine Jewelers Gwen & Chuck Isaacs Richmond, KY
Referred by Sunny Aiya, Lustour, Alpharetta, GA; Dan Richey, SDC Creations, Long Island City, NY; and Aubre Ford, RDI, Rochester, NY
Hancock Jewelers John & Ashley Hancock Goodlettsville, TN
Referred by Oz & Brenda Hefner, Oz’s Jewelers, Hickory, NC
The Jeweler Ryan Loch Excelsior, MN
J. Mullins Jewelry & Gifts Jeff Mullins Murfreesboro, TN
Referred by Wilkerson & Associates, Stuttgart, AR
All invoices must be received in RJO office
Kent Island Jewelry Patricia J. Knell Stevensville, MD
Referred by Mary Snow, Jewel Shoppe, Louisville, MS
Nancy & Co Fine Jewelry (2nd location) Nancy Dawkins Demopolis, AL Nelson Coleman Jewelers Amanda Coleman Towson, MD Panowicz Jewelers Robert & Leslie Panowicz Olympia, WA
Referred by Sunny Aiya, Lustour, Alpharetta, GA
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Ross’s Rings and Things Jeff & Jennifer Bramblet Kilmarnock, VA Wild Mountain Fine Jewelers Adam & Melinda Hadlock Vernal, UT
Wingo’s Fine Jewelry Danny Wingo Clemmons, 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.