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The Premier Jewelers Cooperative
December 2 0 1 9 • Is s u e 8 9 IN THE KNOW WITH RJO Christmas Joy SEE PAGE 2
FROM RJO’S FACEBOOK PAGE Holiday Staff Parties SEE PAGE 3
VENDOR PROFILE Sterling Reputation SEE PAGE 6
WINTER BUYING SHOW QUICK LOOK SEE PAGE 7
CELEBRATING AN RJO TREASURE: Mary Harger Retires SEE PAGE 7
VENDOR NEWS Citizen Watch Launches RJO-Exclusive Collection SEE PAGE 10
COVER STORY Tweaking Your Social Media SEE PAGE 12
Winter Buying Show: RJO Is All In! WHEN RJO SHOWS ITS HAND at the Winter Buying Show next month in Houston, you’ll know there was no bluffing. We’re holding all the good cards (and even some aces up out sleeves), and we’ll lay down one of out best Shows ever. Our three-day version of Texas Show ’Em will include great deals and beautiful cuts, as well as rivers and rivers of discounts, vouchers, coupons, and prizes. The odds will begin in your favor, with a round of important retail knowledge and trends, dealt to attendees at our terrific seminars and workshops. The luck will continue with a variety of great speakers and interactive meetings. Winning hands will continue on the Buying Show floor, where the finest jewelry vendors in the world will be showing their best hands, their newest lines, and peeks at the hottest trends. A new twist on Show favorites comes in the form of RJO Trade Talk, a casual group discussion with vendors on the Show floor, hosted in the Idea Center. Be sure to be in all the action, and register by December 27! Registering by that date provides some great perks, including: • one $250 travel voucher for each store; • up to three consecutive nights’ stay at the Show hotels; • buying discounts, via RJO Purchase Vouchers, allowing you to save up to an additional 2.5 percent on what you buy from vendors; and • one $10 lunch coupon for each store, courtesy of your generous RJO vendors.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
In the Know with RJO
Christmas Joy I LOVE CHRISTMAS SHOPPING, and when I hear stories from others like me, their warm memories and joy-filled experiences almost always happen in a brick-and-mortar store. I live in a college town that makes my shopping quite nice, with a developed downtown, complete with several blocks of cobblestoned and car-free spaces. In fact, my family’s jewelry store has been an anchor on one of those corners for nearly 75 years. We typically have snow-covered sidewalks during the holidays, and there’s something so nice about first entering a retail store and kicking the snow off your boots. The warm air surrounds you, you sometimes get your first scent of the store’s offerings, and many times the sounds of holiday music is playing in the background. Jewelry store visits are even more inviting. The lighting is bright, but not harsh, and all around you are some of the most beautiful creations in the world, displayed in a fun and festive way. As you warm up, you’re likely to meet the store owner, or a family member of the owner. Most likely you’ll spot a friend, neighbor, or someone else you know in the store as well. There are never announcements over a loudspeaker or worries about being in the way of someone’s cart.
I also enjoy seeing others shop in jewelry stores. These are people who really want to get “just the right gift” for someone they love. At times you can even sense the excited nervousness when they feel they have found that perfect, dream gift. If you’re lucky you’ll see the face when they gaze in the distance, seeing in their minds the moment their dream is unwrapped. That is true Christmas joy. I wish you many moments of such joy this year and look forward to continuing to make these wonderful brick-and-mortar memories in the year ahead. Please be sure to take some time before the end of the year to look through this issue, and be sure to register for our Winter Buying Show next month in Houston. Warm season’s greetings and a happy new year to you all,
Sarah Streb RJO CEO
RJO BOARD NEWS RJO’s Board of Directors held their regular Joint Meeting with The Merchandise Review Committee (MRC) in Houston in October. The meeting handled Board administrative work and also included planning for the future, current events, and the state of the industry, among other topics. The Board appointed members to the Vendor Advisory Committee (VAC) at the October meeting in Houston: Lenny Prion, The EDGE; Jeff Wynkoop, Quality Gold; and Prashant Mehta, Diamond Expressions. It also selected new VAC member: Jonathan Farnsworth, Parlé. The Board would like to thank Sunny Aiya, Lustour, for his years of dedicated service and commitment. The MRC also will be hosting interviews for prospective vendors in Houston. New vendors will be announced in February.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
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From RJO’s Facebook Page SERVICES THE RJO PAGE ON FACEBOOK hosts a variety of interesting discussions every day. Here is an edited exchange from a Trade Talk posting by RJO from the earlier this month:
Centralized Billing Patronage Dividend RJO Website (rjomembers.com) Buying Shows (Fall/Spring) RJO Chat Channel In the Loupe – RJO’s newsletter
Post: Let’s talk holiday parties. What do you do to celebrate your staff this holiday season? Response One: We had a party scheduled for this past Saturday, but the flu hit my staff, so we canceled. Response Two: We are doing a staff/customer party this Thursday and throwing in an ugly Christmas sweater contest.
Free Print and Radio Ad Library (on the RJO website) Educational Seminars
Response Three: We wait until after the holidays, so everyone can relax and enjoy a night out.
(at the Buying Shows)
Member-to-Member Incentive Program
Response Four: This coming Sunday night we will eat out at a nice restaurant with employees and spouses.
(Recruitment Program)
Organized Buying Trips to Antwerp and IdarOberstein RJO Directory Travel Vouchers at Shows (offered at varying times)
Free Hotel Room Incentive (at the Buying Shows)
RJO Informational Email Blasts
Response Five: As busy as we’ve been, I haven’t decided yet! It will probably be January. Response Six: We took them out last month for steak dinners, drinks, and a Blue Man Group show. Response Seven: We hosted a catered party at our home this past Saturday until 2 a.m. Ugh. Sunday was a long day.
Purchase Vouchers (at the Buying Shows)
RJO Membership Certificate RJO Next Gen and RJO Succession Experiences Private Label Credit Card Service JewelConnect Scholarship Opportunities (from the RJO Foundation)
Response Eight: We do a party in January. Our staff loves it. It’s a great time to reflect and thank the staff for a great season. Response Nine: In January we’ll take everyone to a nice dinner, open bar, and we’ll do a gift exchange with a name drawing. Also, we’ll give each employee —we have about 13—a gift.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
RJO Foundation Plans Buying Show Events THE RJO FOUNDATION WAS LAUNCHED in the summer of 2015, and since then it has thrived in its mission to support the advancement of the jewelry industry by providing scholarships and grants to individuals or programs. Much of the Foundation’s financial success stems from the support of many RJO members in the fundraising opportunities provided during the RJO Buying Shows. The Winter Show in Houston is no different, and here are a number of ways to help the Foundation move forward and have fun at the same time: • Buy Your Official RJO Merchandise Show t-shirts (shown on the cover of this issue) are available for a limited time. Order for you—and your team—and be sure to wear them proudly during the Show. They come in three colors: Red, Grey and Blue. Additionally, a new RJO-based storefront contains embroidered polo shirts and jackets. Accessories sold include RJO Foundation Necklaces (upper right) and Tie Tacks. You may view the store here and download an ordering flyer here. • Pay to Play During the Sunday Evening Get-Together, Pay-to-Play games will be set up throughout, benefitting the RJO Foundation. Additional fun offerings will make it a night to remember.
SINCE THE LATE 1980s RJO has been hosting fall trips to Europe in order to distinguish our members as Direct Diamond Importers. Many make the commitment to travel with RJO year after year, not only to benefit from their store’s distinction in their community, but also to build upon lifelong friendships. An exclusive European Branding Trip benefit is the trip-focused
• Golf for a Cause The RJO Foundation is hosting a golf tournament in Houston at TopGolf a fun venue less than a half-hour from our host hotels. Each guest can compete with fellow members in Closest to the Pin, Longest Drive, Hole-in-One, and Best Total Score. The cost is $150, which includes lunch, beverages, transportation to and from hotel, and entry fee. A portion of this excursion cost benefits the RJO Foundation.
educational program developed by Kate Peterson of Performance Concepts. Confirmed travelers are given personalized handbooks, training notes, and PowerPoint presentations to help educate their staff on branding their store and pre-selling diamonds. The RJO team has put together a year-long social media campaign that ties in with the European Branding Trips,
further helping each of our confirmed travelers brand their store as experts in their community. Confirm your trip early to ensure you get the most out of this marketing program. To learn more about this great opportunity, contact RJO trip coordinator Connie Matsen at: cmatsen@rjomembers.com.
Sign Your Store Up Today for Antwerp/Idar-Oberstein in October 2020
2020 Dates
First Europe Trip Antwerp: October 4-8 Hosted by Liz Schlauch & Nancy Marchell Idar-Oberstein: October 8-12 Hosted by Liz Schlauch
Second Europe Trip Hosted by Connie & Steve Matsen and Erika Godfrey Antwerp: October 11-15
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
REGISTRATION DEADLINE DECEMBER
Edge Retail Academy & RJO Partnership Seeks Your Help As many of you know, RJO and Edge Retail Academy have a partnership that allows RJO Members extra benefits to build their business. One of those benefits is utilizing Edge Pulse, an ideal add-on to your Edge POS system. Edge Pulse allows you to: • Gain quick stats on your business – Edge Pulse provides you real-time sales, inventory and profit data from your phone, iPad or computer. • Measure your sales associate performance, to help your sales team operate at their fullest potential. • Learn market trends from 1100+ jewelers that are aggregated to provide sellthrough data (aggregated data of these doors exceeds $5 billion in sales). • Identify growing categories, products, and brands among peer stores, to take quick action to capture the latest trends.
• Benchmark your store to see how you compare to other jewelers, as well as the group of RJO members • Coffee Catalyst Report emailed to you each morning with a summary of your business stats. • Text message sent to you when higher ticket sales are made. RJO would love to grow the number of Edge Pulse users (whether you have the free or paid version) because it helps us analyze our members’ stats to identify which strategies will help our RJO jewelers make their business stronger and more profitable. Seeing this data, shared with RJO by the Edge Retail Academy, provides insight to the leadership committees in the strategic planning and growth of RJO.
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PLAN
NOW FOR OUR NEXT BUYING SHOW!
To sign up for the free Edge add-on, Edge Pulse, please contact Michelle Stichter at Edge Retail Academy: 877-569-8657 (x009) or email: Michelle@EdgeRetailAcademy.com
January 2020 • Houston, TX
Future Show Locations July 2020 • St. Louis, MO January 2021 • Palm Springs, CA July 2021 • Cincinnati, OH January 2022 • Birmingham, AL For more information about the benefits of Edge Pulse for RJO members, view the video by clicking on the image above, or download this informative brochure.
July 2022 • Minneapolis, MN
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Vendor Profile
Sterling Reputation: It Started with a Kiosk STEVE BERKOWITZ HAD BEEN in the wholesale costume jewelry business for about five years when he decided to expand his reach a bit. Nothing complicated, mind you. “I decided to open a Sterling Silver Jewelry kiosk in a local mall,” says Berkowitz. “I figured I would attend all the fine jewelry trade shows and buy from the silver suppliers.” His simple plan found some kinks pretty quickly. “I got frustrated really fast,” he says. “The silver suppliers I found made it difficult to partner with them. There was no continuity in their product lines, and the product lines rarely had any sort of collection quality or cohesiveness. For example, I would order 100 pieces of assorted SKUs, and I would get 20 or 25 pieces at a time, but nothing would match. For the next eight weeks, the rest of the order would dribble in. When I tried to reorder, it was impossible. The styles I had ordered would be discontinued, or worse, the companies would ship the wrong things.” Berkowitz started thinking he could do better than these vendors. He had owned a wholesale jewelry business once before, and he assumed owning a sterling silver wholesale company wouldn’t be much different. And he was right. “So that’s how Sterling Reputation was born,” says Berkowitz. “Here we are—19 years later—always trying to do better. Today our staff specializes in amazing customer service and support. We ship within 24 hours, and we maintain a 95 percent stock availability rate—even through the busiest holiday seasons.” “I put the word ‘Reputation’ in the company name,” he continues, “because I wanted to challenge myself to earn it every single day. And together with my great team, I think we do. We work hard to live up to our name. ‘Sterling’ means unmatched silver quality. And ‘Reputation’ is about respect earned over
time. For nearly 20 years, we’ve been giving outstanding service to independent retail jewelers. We work to earn their trust with our service, our quality jewelry, and our commitment to helping their business.” Working from the eastern coast of southern Florida, in Sunrise, Berkowitz provides a straightforward mission statement: “Sterling Reputation supplies the highest quality sterling silver jewelry to retail jewelers. Jewelry that deserves to be sold in a jewelry store, among the other fine jewelry offerings. Jewelry that looks great with any look—dressy or casual— and will stand the test of time.” Berkowitz also says he’s proud of Sterling Reputation’s outstanding service and reliable, ontime deliveries. “These service features,” he says, “make my business a vital partner for RJO members. Thousands of styles mean you will always find something to complement the basics — and the latest runway trends — when you buy from us. He says a popular item for him at the moment is “our expanded collection of lariat bracelets with push button clasps.” Berkowitz was recently appointed to RJO’s Vendor Advisory Committee. He says, ”I like the fact the Retail Jewelers Organization is actually organized. ‘Efficiency’ and ‘cooperation’ are two great words that work for us and RJO.” Sterling Reputation Inc. is located at 10116 W. Oakland Park Blvd., Sunrise, FL. Phone: 954-578-1880 Email: info@sterlingreputation.com Web: www.sterlingreputation.com
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Quick Quick Look • Quick Look • Quick Look • Quick Look •
REGISTRATION DEADLINE DECEMBER
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RJO makes its inaugural trip to Houston, TX, this January, with the ”Texas Show 'Em“ Winter Buying Show. We believe the saying "Everything's Bigger in Texas," and we're working to prove it right by hopefully hosting the biggest RJO Buying Show yet. The weekend combines the trappings of southern hospitality with everything you've come to expect from our Shows: the seminars, the education sessions, the Brain Gain Breakouts, the receptions, the entertainment, and as always, the amazing Buying Show Floor. Remember to register for the Show by December 27. Sure, you won’t want to miss out on being at a record-breaking Show, but you’ll also earn a $250 travel voucher, courtesy of RJO vendors.
Registration Deadline is December 27 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 host hotel (Marriott Marquis Houston) or our overflow hotel(s), which is currently only the Hampton Inn Houston Downtown). Only Friday, Saturday, Sunday or Monday nights qualify. A nightly rate starting at $209 (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.
Book your room by either calling or going online. Online: Visit RJOMembers.com, log in and click the “Book Today!” link located on the Retail Members Dashboard. If you need a username and password, or have forgotten yours, contact the RJO office at 800-247-1774. Telephone: Call the hotel’s reservation line at 713654-1777, and tell them you will be attending the Retail Jewelers Organization Buying Show. Passkey: A dedicated booking website has been created so you can make, modify and cancel hotel reservations online, as well as take advantage of any room upgrades, amenities or other services offered by the hotel.
PHOTO IDs ARE REQUIRED FOR EVERYONE ENTERING THE SHOWROOM For the safety of all 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. You may view the policy here.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Purchase Vouchers Keep more money in your pocket on every purchase at the Texas Show ‘Em 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 2019 RJO purchase total. 2019 Purchase Total: Additional Discount on All Show Purchases $100,000 - $149,999.99: $150,000 - $199,999.99: $200,000 - $499,999.99: $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 7. 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 Schedule FRIDAY, JANUARY 24
TopGolf Tournament for the Foundation* 12:15 - 5 p.m. The Importance of Inventory Data and Other Lessons in Merchandising Your Website 2 - 3 p.m. The EDGE Users’ Meeting 3 - 5:30 p.m. Early Member & Vendor Registration 3 - 8 p.m. RJO Reconnect Reception 4 - 5 p.m Lab-Grown Diamonds: Products, Perceptions and Reality 4 - 6:30 p.m. New Member Reception & Orientation #1 5:30 - 6:30 p.m. Kick-off Reception & Tower Displays 6:30 - 8 p.m. More Bodies in the Door … More Dollars in the Till 7 - 9 p.m. Miraculous Marketing Insights and Top 10 Trends 2020 7:30 - 9 p.m. *Cost of Tournament is the responsibility of the participant.
SATURDAY, JANUARY 25 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 and Keynote 12:30 - 2 p.m. Member Show Registration 1 - 7 p.m. New Member Orientation #2 2 - 3 p.m. Buying Floor Grand Opening 2 - 7 p.m. Idea Center 2 - 7 p.m. Buying Floor Opening Day Reception 5:30 - 7 p.m. Next Generation Reception 6 - 7 p.m. European Branding Opportunity Reception 6:30 - 8:30 p.m.
SUNDAY, JANUARY 26 Member and Vendor Joint Breakfast 7:30 - 9 a.m. Show Registration Desk Open 8 a.m. - 5:30 p.m. RJO Brain Gain Breakouts 8 - 9:30 a.m. Buying Floor Opens 9:30 a.m. Idea Center 10 a.m. - 5 p.m. Press Release Photo Session 1 - 3 p.m. RJO Happy Hour 5 - 6 p.m. Buying Floor Closes 6 p.m. Sunday Get-Together 6 - 8:30 p.m. MONDAY, JANUARY 27 Sharing the Best of Your Houston Experience & Continental Breakfast 8 - 9:30 a.m. Show Registration Desk Open 8:30 a.m. - 3 p.m. Buying Floor Opens 9:30 a.m. Idea Center 9:30 a.m. - 12 p.m. Farewell Reception 2 - 3 p.m. Buying Floor Closes 3 p.m.
Sunday Evening Get-Together in Honor of Mary Harger After 57 buying shows, and more than 28 years, Mary Harger, Director of Vendor Services, will be retiring from RJO. To wish her well as she embarks on all kinds of new adventures, RJO will be throwing a spectacular event in Mary’s honor, with a beautiful ballroom full of games that will benefit the RJO Foundation. Each section of the ballroom will be dedicated to one of the most famous cities in Texas, with fun and surprises at every turn. All of us at RJO wish her nothing but the best in retirement, so join us for the Sunday Evening Get-Together to let her know in person.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
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TopGolf Tournament Guests can compete with fellow members in:Closest to the Pin, Longest Drive, Holein-One and Best Total Score. Gift cards will be awarded to the winners of each category. Friday, 12:15 - 5 p.m. Meet in Marriott Lobby at noon. Cost: $150 (Includes lunch, beverages, transportation to and from hotel, and entry fee.) Minimum of 30 people, maximum of 50 people To register, indicate on your Registration Form you wish to attend, and remit payment. Registrations cannot be changed, canceled, or refunded after Friday, December 20. A small portion of the excursion cost benefits the RJO Foundation. Note: This is the only excursion RJO will be offering in Houston.
NEW! In the Idea Center SATURDAY 3:30 p.m. - 4:15 p.m. How Google and Apple Are Changing Your Communication Strategy Podium 4:45 p.m. - 5:30 p.m. Inventory Optimization Strategies Scott Kaufman, Allison Kaufman 6 p.m. - 6:45 p.m. What’s Your Strategy? Sejal Rajan & Kaushal Shah, VEER
SUNDAY 10:30 a.m. - 11:15 a.m. Conversation on Professionally Conducted Cash-Raising Events Chuck Frey & John Carter, Charles Frey & Company 11:45 a.m. - 12:30 p.m. Gem Legacy: Impacting Lives with Colored Gemstones Rachel Dery, Gem Legacy 1 p.m. - 1:45p.m. The Modern Customer Journey Podium 2:30 p.m. - 3:15 p.m. Tech Ideas for Small Business: A Path to Profits Anish Desai, Star Gems 3:45 p.m. - 4:30 p.m. Webrooming, The Importance of Inventory Data & Other Lessons in Merchandising Your Website Lake Giles, Thinkspace Click here to view a Trade Talks flyer.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
RJO Retirement
Celebrating an RJO Treasure: Mary Harger MARY HARGER, DIRECTOR of Vendor Services at RJO, will be retiring after 28 years of service. To mark the occasion, the Sunday Evening Get-Together, during the Winter Buying Show in Houston, will honor Mary. You’ll hear much more about Mary over the next month, but we’ll start by hearing from the people she has worked with daily in the RJO Headquarters in Newton, IA. When asked about what they remembered most about their first meeting with Mary, most of her colleagues remembered Mary leading the interview during their job application process or on their first day on the job. Kristi Nelson, RJO Administrative Assistant, has worked with Mary for 20 years, was one of those, as was a more recent hire, Melissa Bassett, RJO Data Entry Specialist, who has worked with Mary for the past year. Says Melissa, “Mary was so welcoming on my first day!” “My memory of first meeting Mary was during my interview for her position,” says Alison Groves, RJO Special Events Coordinator for the past 18 months. “Mary said she has been looking for a very, very long time to find a replacement who can handle what she does here. I’m thankful she put the pressure on me from the start, because these were huge shoes to fill. She has been an amazing mentor and teacher as I have grown into this position. She trusted me to take over the responsibility of buying shows, and I will be forever grateful for that.” Sabrina Smead, RJO Outreach Coordinator & Vendor Services Associate, also has worked with Mary for a little more than a year. “ Mary was the first person I met when I came in for my interview,” she says. “Her fierce dedication to this organization has fostered a passion in all of us. Mary has become more than just a mentor to me; she has become a friend, and I am so thankful I have been able to work alongside her this last year.” Erin Sharp, RJO Membership Coordinator for the past three years, also sensed some positive fierceness in Mary. “Mary is a mama bear,” says Erin. “She loves hard, expects your best, and is RJO-loyal through and through.” Several members of the RJO staff were already working when Mary began her time with the organization. Carlotta Richtsmeier, RJO Accounts
Receivable Manager, was working on Mary’s first day and remembers walking into the office: “Mary was sitting at the front desk. At that time one of her jobs was to greet people when they came in, and she always did that with a big smile.” “My first time meeting Mary, I didn’t know what to think of her,” recalls Linda Brown, RJO Data Entry Manager. She was very outspoken, and she knew so much stuff. I have learned a lot from her over the years.” Connie Miller, RJO Financial Manager, also was working when Mary first started. “She was very knowledgeable,” says Connie. “I thought, ‘She catches on very quickly, and I’m going to love working with her.’ The rest is history! She started with inventory shipments and processing job envelopes. It wasn’t long before she was wrangling with RJO vendors on the best way to make their membership in RJO most effective for all; she earned the well-deserved respect from every one of them. I think the best words to describe Mary are ‘awesome,’ ‘loved,’ and ‘will be missed!’” Another Connie—RJO European Trip Coordinator Connie Matson—knew Mary before Connie started working at RJO 20 years ago. “We met at the Newton roller skating rink when we were in elementary school,” she says. “Mary is a good roller skater.” “Mother Mary.” Those are the first words that came to mind when RJO CEO Sarah Streb thinks about meeting Mary. “The then-RJO staff had no idea I was starting in the Newton office back in June of 2002,” recalls Sarah. “When I walked in the door—although she was incredibly surprised by her new co-worker—Mary jumped into action. She welcomed me with open arms and had a desk set up (from her always replenished and precisely stocked stash of office supplies) within the hour. She has always been one to take care of the staff and be there to support those both new and seasoned. From that day, I have never forgotten her kindness and willingness to help a young professional who was just getting her feet wet.”
Please be sure to join Mary, RJO staff and members on Sunday evening in Houston, as RJO wishes Mary nothing but the best in retirement!
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
REGISTRATION DEADLINE DECEMBER
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Vendor New
Citizen Watch Launches RJO-Exclusive Collection A PIONEER IN WATCHMAKING AND INNOVATION since 1918, Citizen strives to create timepieces enjoyed by citizens all over the world. With this continued mission, Citizen has developed many important timekeeping technologies and watch designs over the years.
never having to change your watch battery again. Eco-Drive watches are designed so any light source, no matter how dim, will generate the energy needed to power the watch. Even in total darkness, Eco-Drive watches keep running for more than six months on a full charge.
The first oil shock of 1973 raised global awareness and interest in alternative sources of clean energy. Citizen responded to the challenge by starting to develop watches powered by a completely new energy source: light. In the 1970s, battery-driven quartz watches were very much the mainstream. Their shortcomings, however, included the hassle of having to replace and dispose of dead batteries. In 1976, Citizen created the first light-powered analog quartz watch and this development remains to be one of the most important innovations for the brand. This proprietary technology is called Eco-Drive® and has evolved and improved to help power generations of timepieces for more than 40 years.
So, what does that mean for your customers? It means: • not ever having to pay to replace a watch battery. • never being late for an appointment because of a dead battery. and in turn, a stopped watch. • being ecologically responsible, by not increasing the number of expired watch batteries to our landfills.
Watches with Eco-Drive technology are powered by light—any light, be it natural sunlight or artificial light found in your home or office. Eco-Drive converts light into electrical energy, which is stored in a rechargeable lithium ion power cell to keep the watch running. The ultimate convenience to the wearer is
The Citizen/RJO Fall 2019 collection includes a range of watches, from the Brycen, featuring a chronograph that measures up to 60 minutes; the Corso, a classic look for everyday wear; to the women’s Silhouette Crystal, adorned with Swarovski® crystals on the bezel.
Citizen creates an assortment of watches with broad appeal featuring Eco-Drive technology. In exciting news for RJO, Citizen launched ten models this fall to support RJO exclusively. The goal was to provide members first-ever exclusive access to these ten models that are unavailable anywhere else in the U.S.
Citizen Watch America takes seriously its relationship with RJO and has been the recipient of its “Watch and Clock Vendor of the Year Award” for six years in a row. For a complete list of Citizen RJO-exclusive Eco-Drive models, reach out to your brand representative, or email retailers@citizenwatchgroup.com with “RJO” in the subject line.
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.
COVER STORY
Tweaking Your Social Media to Connect with the Next Generation
IN OCTOBER, FACEBOOK RELEASED a new report which looks at areas in which retailers might be able to better establish a connection with their Millennial and Gen Z consumers. As the predominant player in social media, it seems reasonable to spend some time reviewing what Facebook proposes. This, then, might also be a good time to take a look at your current social media effort—if you have one—and see what tweaks you might be able to implement to better connect with the younger generations. The Facebook study first establishes the importance of attracting Gen Zers and Millennials, citing an Accenture study: “Millennials and Gen Zers are projected to account for 30 percent of retail sales in 2020.” Using that as a base, Facebook provides data identifying the important “channels” these generations use to become brand aware. “It’s no surprise digital channels are important for younger generations,” says the report. “At the end of 2018, people under 35 spent a total of 21.1 billion hours on mobile, compared to 16.0 billion hours consuming live TV content. And Gen Zers specifically now spend over four hours a day on mobile versus less than 1.5 hours per day in front of linear or streaming TV. Given this channel behavior, it makes sense mobile is a strong driver of the brand relationship with younger generations.” The takeaway Facebook promotes is that social media is an important element in creating brand awareness for next generation consumers, more so than traditional media, such as television, radio, and newspapers.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
REGISTRATION DEADLINE DECEMBER Kate Peterson, of Performance Concepts, says Facebook’s finding reflect what she has been telling retailers: “If you do not have a strong and wellmanaged online presence (website, e-commerce, social media), you are lost. Recovery at this point will take an intensive, focused effort, and is critical to your survival.” You’ve likely heard the same before and it ties directly into branding. Gen Zers and Millennials appear to have an increasing social consciousness associated with their connectivity, and consumers now show higher interest in supporting businesses that reflect or share their passions for certain social issues. This higher interest translates to greater brand awareness, and more likelihood of purchasing. This cycle often ends with the sharing of their experience on social media. “Younger consumers are much more closely tied to authenticity.” says Peterson, “Authenticity of brands, of products, and of relationships. Your business values—your personal values and how you represent your business in your community—matter. What you do needs to match what you say.”
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This generational affinity for social consciousness also amplifies the importance of personalization and customization in the marketing message retailers deliver and its mode of delivery. According to Facebook, “While Gen Zers in North America tend to prefer customer support through messaging, Millennials tend to favor direct interaction on a brand’s page. Along similar lines, the types of data they are most open to sharing in order to get personalized brand experiences also vary.” “There is a significant difference in consumer behavior patterns between people in the 25-35 age range and those 25 and under,” says Peterson. “Don’t try to put them all into one box.” Facebook provides the charts below to show the differences. These could be difficult elements to scale, but depending on your target market, it’s worth noting the value of personalization, and how you can tailor your processes to these needs. Facebook’s provides a much deeper dive in these topics in their “Build Better Brand Connections With
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Social Media and Content for Today’s Customers Andrew Boundy, of VRB Internet Solutions When it comes to building content as part of your retail web presence, it is best to listen to content professionals—the people who specialize in content creation and provide a strategy for publishing it. From the perspective of a business trying to reach today’s customers on the internet, the most valuable asset retailers have is their website. You have 100 percent control of your site—or should have—for content, message, inventory, and more. It is one of your business assets and can become quite valuable. To that end, it seems logical the best strategy is one that can move traffic TO your site and not away from it. Sending traffic away from your site (say, to Facebook for nice stories) is generally a bad idea. Using social platforms to get traffic in - that’s great! Publishing on other platforms is essential, but its important to remember you don’t own that platform and must conform to whatever that platforms says or does (like showing ads from competitors on your content, for example!). So how does one marry a website with social media? Simply put, your social manager should understand how to properly mix between a push to your site (a “shared link on a social platform”) and original content posting onto that platform. Be sure to ask: Does the content live on your site or on, say, Facebook? You have two options and should do both (talk to a pro about when, where, and ratios). Here are my suggestions for best reaching your current customers:
Gen Zers and Millennials” report, but here is its summary about what it all means for marketers:
Optimize your channel strategy to build your brand with younger generations. Younger generations are increasingly spending more time interacting with brands on mobile. To connect your brand effectively with Gen Z and Millennial consumers, it’s a good idea to revisit your channel strategy and meet them where they’re more likely to be looking for you. This may mean combining effective traditional and digital channels, creating a mix such as Facebook and TV.
Bring authenticity to your brand— online and offline. Recognize the power of a brand personality by detailing your values. For example, reflect your community and social involvement on a Page and in your creative. By expressing what you stand for, you can build stronger, longer lasting bonds with younger consumers who value authenticity in many aspects of their online and offline lives.
Build a nuanced strategy to connect with younger generations.
1. The best content needs to live ON YOUR SITE and the social platform (say Facebook) should be used to distribute it—not house it. This brings value and content advantages to a system you own (your website). This provides you advantages Google (and others) may notice in terms of your search rankings. For search engine optimization (SEO), content is king, so posting content on your own site—and getting people to click on it— currently has far greater value than posting on a social site.
Gen Z and Millennial consumers have come to expect sophisticated, personalized marketing experiences online. Ensure you understand what personalization means to different generations and focus on the types of engagements that are most meaningful to your target audiences, such as Messaging and interactive Stories.
2. You do need to publish onto platforms directly, however, while this may result in some click-throughs (to your site) your hit count will be lower because the user gets the content from the social platform without needing to hit your site. But ... the social platform will almost certainly show this post to more people on its system than you can on your own. I find that shares (a link to your site) get less distribution than direct original content written onto the social system, maybe as less as 3 to 1.
It should be noted this information comes from a company whose audience is not the typical jeweler’s audience, and the product they sell is personal data and ads, nothing tangible, such as jewelry. So it’s no surprise some jewelry marketing professionals provide a different approach to attracting customers via social media. In the sidebar to the left are the thoughts of Andrew Boundy, of VRB Internet Solutions. Boundy says, to reach all generations of customers, social media’s greatest value is in complementing a website.
Now that you know, ask questions. If you don’t post to your own site, don’t know how to do this, or simply don’t understand how all this ties in, ask a professional. Many RJO vendors know this stuff.
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REGISTRATION DEADLINE DECEMBER
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Next Gen Voices & Views As part of an ongoing series, Next Gen Voices & Views asked RJO's future jewelry retailers this:
Mike Buley, of RJO vendor Jewelry Ads That Work, agrees the focus should not be on the next generation, not just yet. “For most independent jewelers, 80 percent of their business comes from older people,” says Buley. “Those in their 50s and up. Their better and best customers are invariably, with few exceptions, in their 50s and 60s and up, and it’s usually a very small number of them. It’s always been this way. Those folks are in the 50s and 60s; they’re not ‘dying off’ any time soon, and there are millions of new ‘entrants’ into that group every year. It will be this way in a year, in 5 years, and in 10 years.” “What are they doing to keep those customers, and grow those customers?,” he asks. “Over and over, the emphasis gets put on the younger crowd. While their true customers—who right now, account for most of their profit—get nary a mention in the scheme of things. We talk about romancing, getting, and targeting the younger folks. But we don’t talk about how to keep—and grow—their customers who right now are 80 percent of their profit. Retail jewelers want to know how they can grow their business now. And there are so many ways they can do that, and most of those ways, nobody talks about it. All the while, the opportunities are right in front of all of us.” For retailers who still have not embraced social media, all of this advice and direction may seem daunting, considering the end result is simply to make shopping easier and worthwhile for potential customers. But Peterson says that must be the end goal. “If you are not making it easy and worthwhile to buy from you, your competitor is,” she says.
Build Better Brand Connections With Gen Zers and Millennials Facebook Study, October 2019 Facebook Releases Guide to Creating Better Brand Connections With Gen Z and Millennials JCK Online, November 25, 2019
Facebook recently released a report that noted: "Retailers can connect with Next Gen customers by offering things like exclusive experiences, behind-the-scenes content, or opportunities for collaboration." Do you agree with this insight, and has your store offered anything like this? I do agree. I think the majority of Next Gen customers are looking for something different, something that sets one business apart from another. What makes it worth the effort of going into a store rather than sitting on the couch, in jammies with a laptop? A couple of things we have done to bring in the younger generation is getting on board with lab-grown diamonds. We've also opened up options for budgets and some education. We have a ring kiosk in the store, which allows people to feel comfortable touching and trying on several different styles of rings. There is an iPad with it that they can then search for different diamond sizes and shapes, as well as bands that go with the ring they like. They simply email it to themselves. At the last RJO Buying Show we decided to get the Stuller Ring Builder, which has been very popular. We also now have a large TV in the front of the store that scrolls through most of our vendors' inventory. It's a modern touch on for an 1880s jewelry store. Jaclyn Iden Marks Jewelers, Lawrence, KS
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CALENDAR January 2020
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February 2020
1 New Year’s Day (RJO offices closed)
10 All payments must be received in the RJO office
10 All payments must be received in the RJO office
14 Valentine's Day
20 Martin Luther King, Jr. Day (Federal holiday)
17 President's Day (Federal holiday)
23 All invoices must be received in the RJO office
22 All invoices must be received in the RJO office
24-27 RJO Winter Buying Show, Texas Show ’Em, held in Houston, TX
NEW MEMBERS Cyrus Jewelers Mehran & Shirazi Monroe, NY Referred by Damian Griffis, Wilkerson, Stuttgart, AR, and Royal Chain, New York, NY
Dolabany Jewelers Samir Dolabany Westwood, MA
Huntington Fine Jewelers (3rd Location) Lisa Smith Midwest City, OK
Karlise Fine Jewelers Michael & Kara Archambault Burlington, VT
Referred by Nico Palmieri, RDI Diamonds, Rochester, NY
Referred by Craig Swiderek, Ostbye, Minneapolis, MN
James Gattas Jewelers James Gattas Memphis, TN Referred by Terry McMullin, Master’s Jewelers, Olive Branch, MS
Graeber Jewelers Julie Selby West Seneca, NY
Rasmussen Diamonds William & Sustachek Mount Pleasant, WI
Referred by George Prout, Gems One, New York, NY
Thank you to the jewelers referring new members to our group. These jewelers will receive a $1,000 finder’s fee for their referral, payable after a new member has been in good standing for at least six months.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.