WINTER BUYING SHOW RETAILER REGISTRATION DEADLINE
December 27
I N
T H E
LOUPE
The Premier Jewelers Cooperative
D e c e m b e r 2 0 2 3 • I s s u e 112 2024 RJO Winter Buying Show • Palm Springs, CA • January 27-29
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Spirit OVER THE YEARS I’VE come to think of myself as being difficult to surprise. With constant movement forward here at RJO and a home life featuring three energetic boys, true surprises tend to roll off me. I was recently caught off guard, then, when I realized I was embracing the real holiday spirit, but significantly sooner than I have in the past.
beyond Groundhog’s Day. Where’s that Furby? Or Beanie Baby? Or Tickle Me Elmo? If indeed the recipient still has it, chances are these one-time treasures are gathering dust in a cardboard box ... somewhere ... probably in the basement. Not so for jewelry; it is both unforgettable, steeped in fond memories, and stored in a special place.
The usual progression for me is: launch our Winter Buying Show registration, indulge in Thanksgiving food and fun with my large family, find more Show hotel rooms, finalize home and office holiday plans—on the calendar—buy gifts, and then— usually the week of the actual holiday—I get hit with the holiday spirit. This year was early and different, and I’m not sure why, but I like it. Did the Barbie movie bring back some childhood memories? Was it seeing colleagues and friends switch from their regular Starbucks order to a peppermint mocha? Could have been the weather, I guess, with a brief seasonal dusting of snow appearing for the first time just last week. But yet, here I am, at my work desk, enjoying Michael Buble’s “It’s Beginning to Look a Lot Like Christmas.” Yup, I’ve got the spirit.
I honestly don’t know what this year’s hot gift is, but I do know that around the world jewelry will be the standout and most meaningful gift for many. The customized necklace always will be remembered, as will the tiny stud earrings, or the heirloom ring. They’ll be worn and displayed with joy and handed down with pride. All because their local jewelers are providing guidance, selection, and attention to detail.
I hope you are finding your holiday spirit on its way up as well. Fueling it might be early signs of strong sales, your store decorations and ambiance, or the music streaming around you. Whatever it might be, I challenge you to take some time to understand how your efforts and successes mean so much to your customers. Unlike many “hot” holiday gifts, jewelry stands out for many as a gift that is forever memorable and cherished. The popular “one special item” that may highlight a holiday gathering often doesn’t maintain its joy
So be sure to take some time to appreciate how vital you, your store, and your staff are to adding to this year’s holiday spirit, as well as to important moments in the years ahead. The rush will be over soon, the year will be complete, and all eyes will be on 2024. In between, I hope you take some moments to relive wonderful memories, enjoy your preferred seasonal beverage, find beauty in the weather, and actually enjoy repeat listenings of your favorite holiday song. Happy holidays,
Sarah Streb RJO CEO
RJO Board News RJO’S BOARD OF DIRECTORS appointed the following members to the RJO Next Gen Advisory Board at its November meeting: Devon Bond, Garrick Jewelers; Katherine Dahlkemper, Dahlkemper’s Jewelry Connection; Joshua Durham, Parker Jewelers; Amanda Essick, Nelson Jewelry; and Jessica Weber, Weber’s Jewelry. They join current Advisory Board members Jason Baide, Gem Gallery; Liz Chamberland, Georgetown Jewelers; Allison Leitzel-Williams, Leitzel’s Jewelry; Brittany Olesen-Murrell, Gold and More Jewelers; and Samantha Tupper, Wink’s Fine Jewelry.
2
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
WINTER BUYING SHOW RETAILER REGISTRATION DEADLINE
December 27
From RJO’s Facebook Page
SERVICES Centralized Billing
THE MEMBER-ONLY RJO EXCLUSIVE PAGE ON FACEBOOK hosts a variety of interesting discussions every day. Here is an edited exchange from a post late last month, showing 7 of the 20 responses.
Patronage Dividend RJO Website (rjomembers.com) Buying Shows (Summer/Winter)
In the Loupe – RJO’s newsletter RJO Exclusive on Facebook Educational Seminars
Post: I need advice as soon as possible. A competitor copies much of what we do (from invitations to events). They are now watching any promos we run and beating any offer by $50 or such. Our employees are suggesting we get vague on our offers on social media (e.g., "Come in to see our special offers"), but that COULD be less effective as well. Do we ignore them despite knowing they will probably print out our offer and compare in their store to prove we are "higher?" And yes, they are that petty. Any guidance would be appreciated. Response One: Ignore them totally! Don't even give them a second thought.
(at the Buying Shows)
Member-to-Member Incentive Program
Response Two: This is why I say, “See store for details.” I give some details on the post, but you have to just get them in your store. Sorry you’re going through this.
(Recruitment Program)
Organized Buying Trips to Antwerp and IdarOberstein RJO Directory Travel Vouchers at Shows (offered at varying times)
Free Hotel Room Incentive (at the Buying Shows)
RJO Informational Email Blasts Purchase Vouchers (at the Buying Shows)
RJO Membership Certificate
Response Three: Could you try promoting items ordered only through RJO vendors, so they can't match or compete with the price? Response Four: Sell YOU, not your pricing. Let them discount your services and see how that goes. You give 100% service, and they give 20% off or 80%. I like selling, but I don’t like sales. I like making it about quality and service; showing we care and we KNOW our product and can guide the customer to their best selection. In your case, I’d be tempted to write up an ad campaign that promotes you and your positives over others, providing similar sounding/looking products and services. I would not mention them by name, nor would I focus on their negatives. Keep it about you and keep it positive. I would hope they and customers would read between the lines. Response Five: Do you have a customer program like Clientbook or Podium? Use their Mass Texting option to send out all your promotions to your customers without using Facebook, Instagram, or the mail. If you have a larger customer base, this may benefit your store by testing out a special “private” sale. I do recommend from experience to have your customers “opt in” on text messages before initiating that promotional text; otherwise, it won’t reach as many clients if they haven’t opted in yet.
RJO Next Gen and RJO Succession Experiences
Response Six: We have this same issue!! They have run identical ads that we ran. So frustrating!!
JewelConnect, RJOmeet.me, and RJOCustomHatch
Response Seven: I know the feeling. I don't even look at competitors’ posts customers try to show me. I tell them I have to keep up with my customers. I barely have time for any social media, and we are short-staffed. It's dogeat-dog in one of my towns, and another jeweler and I help each other out in the other town.
Scholarship Opportunities (from the RJO Foundation)
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
3
RJO Buying Show Shirts Are Back! THE RJO FOUNDATION IS bringing back Buying Show shirts for the Palm Springs Show! “The Desert Oasis’ shirts are available in Black, Oxford Grey, Scuba Blue, and Neon Pink, and all proceeds benefit the RJO Foundation Scholarship Fund. We encourage you to wear them proudly on the Sunday of the Buying Show. The cost is $20. Sales will close before Christmas, and all orders will ship around January 5. Click here to pre-order yours today!
GIA Courses Postponed Until Summer Show
RJO HAS MADE the decision to postpone the GIA courses planned for Palm Springs. These courses will now be offered at the St. Louis Buying Show on Friday, August 2, 2024. Watch for a registration link in February. You will be able to preregister for the courses in Palm Springs.
RJO Jewelers’ Thoughts Sought by De Beers
DE BEERS, a diamond industry leader, is conducting a 10-question survey to better understand the specific needs and preferences of retailers regarding diamond verification. Click here to complete this survey.
RJO’s Rock Tour 2024: One Jeweler’s View
ELLIOTT HERZLICH, OF ELLIOTT'S JEWELERS in Huntsville, TX wrote this about his RJO Rock Tour trip this past October:
For several reasons, I highly recommend going on a diamond-buying trip in Antwerp, Belgium. One is Antwerp, renowned as the world's diamond capital, housing the oldest and most iconic diamond exchange along with reputable dealers selling high-quality gems. With 85% of the world's diamonds passing through Antwerp, it's an incredibly vibrant city with a bustling diamond trade, offering a unique, immersive experience with friendly people who will become lifelong friends and partners in your business. A second reason is you’ll meet the prime dealers who will afford you access to the widest selection to ensure you get the best possible diamonds to meet each of your customer's needs. Lastly, the opportunity to promote and market your diamond business in your home market adds an exciting, professional, and interactive element not offered by any of your competition. You become the leader in your market. While on Tour, Elliott searched for, and selected, the 1 ct. diamond raffled by the Huntsville Rotary Club, details of which may be viewed in this video.
4
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
WINTER BUYING SHOW RETAILER REGISTRATION DEADLINE
December 27
Insights for the Year Ahead: Doing Digital Right In 2024 By Andy Boundy VRB Internet Solutions Ltd. IF WE READ THE SIGNS, it’s pretty clear 2024 will be a year where we all have to fight hard for new business. It is the “new” part that is important there. Retailers want and need to access new clients and turn them into their “Top 100 Clientele,” powering the store’s success. Physical stores can create “clientele” much better than online ecommerce providers, who rely on new business much more. There’s an advantage here, but it starts with the “new” and everyone fights for that. Okay, that’s easily said. New client acquisition, for most retailers, is expensive, difficult, and frustrating. There’s a sense “If you build it, they will come,” but when the market tightens, those in the field have to fight for the ball harder to stay in the game. It is here that digital marketing can help, but—and this is the crux of this article—it can’t do it for you without you. You need to get involved. I have been building websites since 1995, and in that time, things have changed monumentally. Certainly, there was a time when having a website was seen as progressive, much like having a FAX machine was, ten years previously. In the later ‘00s, having social media and mobile-ready websites was progressive and, with all the social platforms coming and going, jumping on the latest can work to attract new “viewers.” However, this is 2024, and things are more competitive. Things move quickly online. Generation Alpha is hitting 14 years old this year (yes, that is after Gen Z, which was after Millennials), and they were born three years after I joined Facebook. Certainly social media and websites are great tools, but allow me a quick analogy. A hammer is a great tool, but it’s useless unless you hit things with it. Similarly, your website is a great tool, but it is not a set-and-forget proposition. I know many businesses have had the same site content for a decade—almost a full generation. Regardless of the design of your site (assuming it’s not ancient), it is content that matters most. This is not about “buying a new website and it’ll get better;” it’s about using the one you have— plus any other digital assets that work—to get more business. If your site is hopelessly old, well, then maybe replace it, but often it’s just stale and ignored. By everyone.
(website) you have. Don’t expect it to just “work,” but put effort into using it. Update your website regularly with sales, events, new stock, advice, articles, repair examples, custom order examples, gemstone information, local community info, team stories, and more. Make your website an information destination that people want to return to, and drive them there with your ads, emails, banners, texts, and referral programs. In this way, you are “using your hammer” to knock out more opportunities online. It simply won’t do it by itself anymore. There are 1.3 billion websites now! You need to get involved. Make no mistake, people go to search engines first to find services; if your site has better info, Google will notice. For Google and other search engines, “content is king” and also—often missed—”quality is queen.” The way to get your site noticed online is to have current, quality, relevant information that gets shared. When it is shared, Google knows this and thinks “this must be a useful site, let’s show this place more.” It’s neither rocket science nor a secret—Google openly says this. Remember too, Google powers maps, email, news, navigation, and much more—so being there among search results matters. It’s not all websiterelated, but it is a key part of the process. So, this coming year, consider taking the hammer out of the drawer. If you can’t do it, there are (RJO) providers who will. Speak to your web person and get creative. “Use” your site in ways to connect with both new and existing clients to drive them into the store. The time for waiting for “them to come” is pretty much over—it’s time to “go get ‘em.” Good luck and all the best for 2024.
So, enough of the negative. What can be done differently in 2024? It’s simple: Use the asset
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
5
Vendor Profile
Everyone Has a Story. Let Punchmark Help You Tell Yours FOR MANY JEWELERS, THE SKILLS CHASM between jewelry design and website design is quite wide. RJO vendor Punchmark straddles that gap, by combining expertise in retail jewelry with the creation of beautiful and functional store-specific websites. “Our crown jewel is undoubtedly our jewelry-specific ecommerce platform, renowned for its website design and development capabilities,” says Punchmark’s CEO Ross Cockerham. “While independent jewelers grapple with the complexities of the online world, our support services have become a lifeline. Beyond website design and development, we offer a myriad of services, including digital marketing, automated vendor product feeds, branding and logo design, content creation, turn-key marketing campaigns, bridal ring designer and diamond search tools, custom jewelry design wizards, copywriting, and video production.” Punchmark's list of products and services for retailers can be found elsewhere, but Cockerham is proud of a significant distinction and advantage. “What sets us apart,” he says, “is our unwavering commitment to customer support.” Punchmark opened its doors in 2008, but the concept of the business started about a decade earlier. In 2000, Cockerham, his best friend Daniel Sirois (Punchmark’s Chief Product Officer), along with Cockerham's brother Bryan (Punchmark’s CTO), collaborated on a jewelry store’s website project. Bryan handled product data, Ross photographed jewelry, and Sirois designed the website. When Punchmark launched, Cockerham and Sirois were the leads, utilizing Sirois’ exceptional design skills to create captivating websites. “This early endeavor laid the foundation for Punchmark's evolution,” says Cockerham. “Fast forward to today, and we find Daniel has contributed to more than 1,200 jewelry website designs, Bryan devised the engine linking nearly one million products between vendors and retailers, and I initiated the first POS integration between the EDGE and our website platform. Our journey is a testament to the power of vision and innovation, and that original experience planted a seed that would grow into a leading jewelry ecommerce agency decades later.” In 2015, Bryan joined them as a partner, bringing invaluable expertise in website development. Prior to Punchmark, Ross and Bryan had been immersed in
6
the jewelry industry since the age of 15, from facilitating trade shows to leading jewelers through the diamond offices of Antwerp, Belgium. Bryan even worked in a jewelry store from 1999 to 2001, gaining hands-on experience in sales and jewelry design. Ross earned the Accredited Jeweler Professional title from GIA, and this experience brought a new level of industry knowledge into their business. “Our decision to join RJO was influenced by our clients, vendors, and partners, who spoke highly of the organization,” says Cockerham. ”Over the years, we heard about RJO’s transformation into an industry powerhouse and its strong focus on retailer education, aligning perfectly with Punchmark's mission. In 2021, at the Atlanta Jewelry Show, our interactions with RJO retailers and board members reinforced our decision to apply for membership. We were humbled by the overwhelming support from clients, vendors, and partners who submitted 23 letters of recommendation. This level of endorsement reaffirmed the greatness of RJO, and we are proud to be part of this dynamic community.“ “Punchmark's differentiator lies in our bespoke jewelry-centric website platform,” he continues, "which is now in its sixth generation. We pioneered integrations with industry leaders, such as the EDGE jewelry store management software in 2011, adding immense operational power, control, and peace of mind. We’ve partnered with hundreds of brands, empowering retailers to effortlessly showcase products from their preferred vendors. Our U.S.-based support and marketing teams further amplify the Punchmark advantage, providing a comprehensive solution that allows RJO members to excel digitally and foster business growth.” “With RJO, we love the camaraderie across the membership,” says Cockerham, “and we are treated very well as a vendor, considering we're not the ones making the purchases that drive business. The central billing aspect is also a big plus, and makes it very easy to conduct business, while also creating easy decisions when retailers decide to open new accounts with us. We are excited about our upcoming seminar in Palm Springs, ECommerce Trends & Techniques: Mastering Your Customer’s Product Journey.” Punchmark is located at 1805 Sardis Road N, Suite 140, in Charlotte, NC. (704) 910-4774 (ext. 302) Website: www.punchmark.com
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
WINTER BUYING SHOW RETAILER REGISTRATION DEADLINE
December 27
Winter Buying Show 2024
Member Registration Deadline: December 27, 2023 Show Location Palm Springs Convention Center Oasis Hall 1 - 4 277 N Avenida Caballeros Palm Springs, CA
$250 Travel Voucher Register by December 27, 2023, to receive one $250 travel voucher for each dues-paying store. Please note: To qualify, accounts must be in good standing with RJO, and registration must be received by the deadline. This travel voucher is being brought to members by the RJO vendors.
Important! Photo IDs Required for All Attendees To ensure the safety of all our members and vendors, we will be requiring a photo ID and business card at registration check-in. These items will need to be presented to receive your badge for access on the Show Floor and ANY sponsored event held at the host hotel.
Complimentary Accommodations
Purchase Vouchers Discounts
RJO will cover three complimentary room nights (Friday, Saturday, Sunday or Monday night stays) for duespaying stores that purchased $50,000 or more through RJO the previous calendar year. The first two host hotels are sold out. Remaining hotels (2-night minimum stay required):
Purchase vouchers will be in effect during the Show, and applicable to all of your purchases from our vendors. Your specific voucher percentage—up to an additional 3 percent off each purchase—will be based on your store’s 2023 purchase total. This information will be available at the Show registration desk, or you can call us.
Hilton Palm Springs
Sun & Mon night stays available
Hotel Zoso
Standard Room $249 (includes $20 resort fee)
Hyatt Palm Springs
$219 (no night minimum) By phone, be sure to mention you are part of the Retail Jewelers Organization (or RJO) group block. Online: www.rjomembers.com Requires username and password. Call the RJO office if you do not have one.
2023 Purchase Total Additional Discount on All Show Purchases $1,000,000 or greater: 3% $750,000 - $999,999.99: 2.75% $500,000 - $749,999.99: 2.5% $200,000 - $499,999.99: 2% $150,000 - $199,999.99: 1.5% $100,000 - $149,999.99: 1% Important: All vouchers must be completed by you and submitted to the RJO registration desk prior to the end of the Buying Show. Show voucher terms are six months.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
7
FRIDAY, JANUARY 26
Stuller: The Chain Reaction - Boosting Your Business with Permanent Jewelry 1–2 p.m. Podium: Jewelers - How to Operate in a Down Market 1–2 :30 p.m. TEVA: Natural Earth-Mined HPHT Diamonds - Innovating the Diamond Industry 2 – 3 p.m. Heavy Stone Rings: What’s Zirconium? Can I Engrave Tungsten? Is that Ring Available in Size 22? And Everything Else You Always Wanted to Know about Modern Metals 2:30 – 3:30 p.m. The Edge by Abbott Jewelry Systems: What’s New with The EDGE? 3 – 4:30 p.m. JD & CO: Bridging the Gap: Uniting Bench Jewelers and Sales Teams for Profitable Repair Upscaling 3:30 – 4:30 p.m. Box Brokers: SmartPro Packaging and Displays 3:30 – 4:30 p.m. AVA Couture: Watch Out Blue Nile and James Allen! Tools to Help the Independent Retailers Compete and Thrive! 4 – 5 p.m. Sheetal Jewels USA Inc.: DeBeers Origin - Origin Story 4 – 6 p.m. Aarush Diam LLC: Cocktails and Conversation 5 – 6 p.m. Gems One: Collaborative Success - Navigating and Thriving Together 5 - 6:30 p.m. Early Member & Vendor Registration 5–8 p.m. National Rarities: In-Store Buying Events and The Benefits to Your Store 5:30–6:30 p.m. New Member Reception 5:30–6:30 p.m. Next Gen Meet and Greet 5:30–6:30 p.m. RJO Kick–off Reception and Towers Displays 6:30–8 p.m.
Show & Event Schedule SATURDAY, JANUARY 27
SUNDAY, JANUARY 28
Seminar Continental Breakfast 7:30–9 a.m. Seminar and Retail Member Show Registration (Renaissance) 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. Retail Member Show Registration 1–7 p.m. Buying Floor Grand Opening 2–7 p.m. Buying Floor Welcome Reception 5:30–7 p.m. Next Gen Off-site Excursion: Escape Room* (Pre-registration required) 6–8:30 p.m. RJO European Rock Tour Reception 7–8:30 p.m.
Member and Vendor Joint Breakfast 7:30–9 a.m. Show Registration Desk Open 8 a.m.–6 p.m. Brain Gain Breakouts 8:15–9:30 a.m. Buying Floor Opens 9:30 a.m.–6 p.m. RJO Happy Hour 5–6 p.m. Off-site Excursion: Wine and Dine Aerial Tram Ride* (Pre-registration required) 6–9:45 p.m.
* Cost of optional excursions is the responsibility of the participant. ** Separate payment and registration required for this course.
MONDAY, JANUARY 29 Sharing the Best of Your Show Experience and Continental Breakfast 8–9:30 a.m. Show Registration Desk Opens 8:30 a.m.–3 p.m. Buying Floor Opens 9:30 a.m. Farewell Event 2–3 p.m. Buying Floor Closes 3 p.m.
EXCURSIONS SATURDAY, JANUARY 27
NEXT GEN ESCAPE ROOM 6 – 8:30 p.m. Exciting challenges perfect for team bonding! Six different themed scenarios offering something for every Next Gen Member! Only 60 minutes to solve your challenge, before it is time to dine! Meet in hotel lobby a little before 6:00 p.m. for departure. $75 per person (Maximum 60 people) Note: Ticketed, preregistered event.
8
SUNDAY, JANUARY 28
WINE AND DINE: AERIAL TRAM RIDE 6 - 9:45 p.m. Take in the mountain-top views of the famous Coachella Valley, transported via aerial tramway and then enjoy a relaxing dining experience with your RJO family! Excursion will start at 7 p.m. We will start loading buses at 6 p.m., with a 20minute bus ride to the location. $155 per person. Requires minimum of 55 people- MUST sign up before Christmas. Pre-registration is required for this excursion.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
WINTER BUYING SHOW RETAILER REGISTRATION DEADLINE
December 27
Keynote Presentation SATURDAY, JANUARY 27 at 1:30 p.m.
Keynote Speaker: Ivette Stephanopoulos Connecting each client with the unique story behind their diamonds, the DeBeers Institute of Diamonds Origin suite of services is a proposition addressing the contextual shifts that are affecting our category. All while connecting clients to the story of their diamond—what makes it unique, rare, and personal—and the positive impact it has created for people and the planet. The company hopes this origin content will be shared on social media in the same way people go on Instagram now and share information about their engagement. DeBeers thinks people will share their story about their diamonds with their close circle of friends, and possibly even the impact their diamond has made.
Educational Seminars Schedule
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
9
Jeweler Profile
Panowicz Jewelers: Celebrating 75 Years in Olympia IF YOU HAD SPENT ANY TIME this past summer in beautiful downtown Olympia, WA—a little more than an hour’s drive east of the Pacific Ocean—you would have found a third-generation jewelry store celebrating its 75th anniversary: Panowicz Jewelers. Founded in 1948 by the late Anton Panowicz, Sr., after the conclusion of his service in WWII, Panowicz Jewelers began with humble beginnings as a small family-owned business. Considered a labor of love by the Panowicz family, the store offered watches, clocks, china, and jewelry. “Over the years, our unwavering commitment to excellence and customer service propelled the store to new heights,” says Leslie Panowicz, current owner, “earning it a reputation as the go-to destination for those seeking beauty and sophistication. You don’t need to travel to a big city to find that special piece of jewelry or that big diamond ring!” The store’s second-generation owner was Anton’s son, Rob Panowicz. Along with his wife Linda, the couple continued the tradition of helping friends commemorate the celebrations of life, while building the brand and the store’s selection of fine jewelry. After school each day, a young Leslie would take the bus to her family’s store. She would eagerly help with anything and everything in this local jewelry and gem shop. Over the years, she steadily learned more and more about her family’s business. Now, as the thirdgeneration owner, Leslie is proud to continue the family legacy, including celebrating the store’s 75th anniversary this past June.
“We had a month-long celebration featuring all sorts of events, prizes, community involvement, and more,” says Panowicz. “This included an Olympia Scavenger Hunt for a chance to win prizes—including pearls, diamonds—and even a private party for ten at Panowicz; a special anniversary section of the store featuring customers’ Panowicz Jewelers memorabilia; video testimonials from customers of how Panowicz Jewelers has been a part of the special moments of their lives; a chance to win a 3/4 ct. Hearts on Fire diamond necklace; and a special Sethi Couture Trunk Show, with special designer guest, Pratima Sethi.” After so many decades, customers still are eager to select their favorite jewelry pieces locally. What are the store’s most popular items? Panowicz says it’s earrings. “Diamond stud earrings are always a classic, stunning gift,” says Panowicz, “and they remain strong this year as well. Both in new purchases, as well as size upgrades. We’ve also seen good sales with colored stone earrings—both drops and studs—and traditional hoops, dangles and button styles in yellow gold.” Panowicz Jewelers joined RJO a little more than five years ago, and Panowicz is pleased with that choice. “We had always been aware of RJO over the years and looked a few times into joining,” she says. “It was Sunny at PiyaRo who gave us the final push by encouraging us to join this fantastic group! Many of our vendors and designers we already worked with were members of RJO, so we’ve enjoyed continuing our partnerships and taking it to new heights as part of RJO! We appreciate the flexibility of Buying Show attendance and the amazing camaraderie of members in RJO!” With 75 years in the rear window, Panowicz Jewelers still plans to continue celebrating the store, its history, and its staff, well into the future. “Every year we have a holiday party—‘holiday’ meaning anytime from February to April,” says Panowicz, “to celebrate a year of success. The event always includes dinner and some sort of show, such as a concert, theater, etc. However, it’s top secret! Only the owners know what the event is, while the rest of the staff are left to ponder the surprise right up until the day of!” Panowicz Jewelers is located at 111 Market St. NE in Olympia, WA. (360) 357-4943 Website: www.panowicz.com
10
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
WINTER BUYING SHOW RETAILER REGISTRATION DEADLINE
December 27 COVER STORY
Starting the New Year Right Planning Ahead, Responding to the Market, and Goal Setting It’s the end of the year, the time when reflections on the old year make way for guesses, goals and optimism for the year ahead. While this looking ahead occurs in many aspects of our lives, a retail jeweler likely spends a large amount of time thinking about their store, their staff, and their sales. To help, let’s take a look at what RJO vendor professionals are saying about the year ahead, in the areas of management, technology, event marketing and community involvement. As in any other industry, effective management practices play a crucial role in achieving success in the jewelry industry. It doesn’t matter if you have the best technology or the best product at the best prices and quality. If we don’t manage the people asset well, the business will struggle versus its potential. So, what does one do about that? Where should owners and managers begin? I suggest we review a manager’s priorities. They are; Staffing, Training and Performance Management. Let’s look a little closer at each.
Management By Vince Rath Optimum Retail Solutions As the 2023 calendar turns to a new year, it’s a good opportunity for owners and managers to reflect on the past and set the course for a successful future. Typically, this includes a review of the company’s merchandise and marketing efforts, a discussion about adding/changing/upgrading resources such as CRM programs or other technology and some attempt to divine what the economy and the consumer are going to do in the coming year. All of this is fine, and often necessary to consider, but one of the most often overlooked improvement opportunities we see is a reflection of the effectiveness of our management efforts.
Staffing. We all know people are at the heart of our industry. The better the staff, the better the results and the more predictable and consistent they will be. At the beginning of each year perform a manpower assessment where you consider your staff from two perspectives: qualitative and quantitative. Do I have the right people and enough of them? If the answer is “No” to either question, that topic becomes an action point for the coming year. If we don’t have enough people, the response is a recruiting plan. If we don’t have the right people, we should consider training or performance management as the proper response. Sometimes, reassignment to a more suitable role is a fine response to the people equation as long as we
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
11
aren’t moving a problem to solve a problem. The bottom line here is our people-situation won’t improve until we take significant and consistent action to change it. From a training perspective, think about what you’d like the team to do better. Make sure it’s important and relative to your business goals and not just a personal irritant or hot button. Now consider why they aren’t performing as you’d like. Training isn’t always the answer for poor performance. If a person has done the job well in the past, it’s likely something else. However, if they are earnestly trying and are applying the feedback they’ve been given to this point, continue down the training path. As far as what and how to train, we encourage a behaviorbased approach that defines the discipline-specific actions required for a given role. For example, salespeople need to know the specifics of the sales process like how to effectively build rapport, overcome an objection or properly conduct a turnover. Likewise, the merchandise team should be able to explain how they chose one item or vendor versus another. Training in our industry is often broad-stroked presentations that cover a wide range of topics but fail to dive more deeply into best practice tactics. That’s fine for introducing new concepts or presenting them to people less familiar with the subject matter. However, veteran performers need isolated instruction to improve specific parts of their performance. Break down their work into identifiable steps that lead to best practices within them. Those best practices become the “outline” against which performance is assessed and true developmental opportunity is identified. Incremental improvements accumulated over time lead to big change. Lastly is Performance Management; an area where many people we meet are uncomfortable and feel illequipped. We often hear retailers say, “I’ve never been formally taught how to do this,” or “I’m not a good manager” but most people are better managers than they think. Performance Management isn’t complicated, but it isn’t easy either. Just tell the person what they should do, what they should achieve and in what timeframe. It is really that simple. Define performance into behavioral terms so they understand HOW you expect them to do the work. Be specific. For example, I tell a story about teaching someone to clean the showcase glass. It is overdone for effect because it includes a demonstration on how to fold the towel, how many spritzes of glass cleaner to use and so on. The point is that this illustrates the Tell, Show, Do, Review
12
process of setting a clear expectation. The associate sees, hears and has an opportunity to demonstrate their ability to do the task as it is expected. The whole thing ends with an acknowledgement from the employee that they can and will perform the task as it was demonstrated. From that point, all the leader does is monitor the activity to reinforce desired behavior or redirect the undesired. If poor performance lingers, increase the intensity or nature of the consequences. In the end, the new year is filled with potential and opportunity. My hope is that attending to these key areas helps you unlock that potential in your store. I hope you all have a wonderful 2024 and I look forward to seeing everyone at the next show. Note: Vince will be presenting the seminars, "What You Need to Know About Effective One-On-Ones," and "Performance Management: The Art of Defining Tolerarnces and Tailoring Consequences," on Saturday, January 27, at the RJO Winter Buying Show in Palm Springs, CA.
Technology Larry Chasin Thinkspace Chasin' Dreams Larry Chasin wears hats for two RJO vendors. He is in charge of business development at website vendor Thinkspace, and is also president of digital marketer Chasin’ Dreams. When approached about his thoughts for this story, he noted he was thinking about this very topic for some recent articles he was writing. Chasin provides insight into two areas important for retail jewelers in 2024: websites and digital marketing. Websites According to Chasin, the only way an effective website can serve as an extension of a physical store is if it offers “data integration between the POS/Inventory system and the website system. It’s fair to say that all industry POS providers have the ability to export the product catalog for website use, but only a few website platforms have the ability to ingest those catalogs in an automated way and without costing a fortune.” He recommends searching RJO's suite of vendors who provide solid website platforms for the
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
independent jeweler, ones which include “comprehensive brand-managed product catalogs showcasing the brands’ full product line in the jeweler’s website and in real time.” Once POS data integration and full displaying of brand product catalogs is achieved,” Chasin says “everything else is easy to put in place.” He also notes while it’s easy to pay a lot for a custom website, “the challenges associated with building a new jewelry website and POS integration” can often be overcome without a significant expense. Digital Marketing Chasin defines precision digital marketing as “being able to capture the attention of the highly desirable potential customers visiting your community’s trendiest restaurants, ritziest country clubs, most exclusive graduate schools — or even your strongest competitors.” The technology allows retailers to define target geographic parameters and capture cell phone data from those within the targeted area. Once captured, jewelers are able to send marketing messages, from which real time metrics can be seen, including “the number of impressions, click-through rates, number of clicks, cost-per-click, and a tally of your store’s foot-traffic ‘conversions.’ What’s more, jewelers can see exactly which type of capture zones are yielding the best results, so strategies can be continually refined.” Chasin says despite the notion that such target marketing must be expensive, the effort’s cost is likely within reach of nearly every jeweler. “Campaigns can be implemented for just a few thousand dollars,” he says. “A typical jeweler running an eight-week holiday season campaign enjoyed approximately 900,000 impressions, 1172 clicks, a click-through rate of 0.13%, at a cost-per-click of $2.97, and 129 in-store conversions.” For 2024, says Chasin, “The path forward for independent jewelers lies not so much in driving online sales, but in utilizing digital marketing initiatives like Geo-IP targeting to entice customers into physical stores where the vast majority of all jewelry transactions happen.” “Overcoming the challenges of running effective digital marketing campaigns requires an investment of time and money,” he continues, “but the rewards are well defined and clearly worth the effort when properly executed.”
Event Marketing By Tiffany Gonzalez Keep Me Connected A new year can feel like exciting new possibilities, but if you’ve been in the industry for a number of years, it can also feel heavy with the weight of expectation and planning. Often times, it feels difficult to come up with new ways to do things year after year. So, to start, I want to offer up the old adage, “if it ain’t broke, don’t fix it.” There can be an immense pressure in the retail jewelry industry to hop on the next hottest trend, the next marketing solution or the approach that is skyrocketing someone else’s business. Many of these plans and ideas have merit but ask yourself a few questions going into the new year to help you take the pressure off and know where you really need to focus! Here are some questions to ask ... I mean it! Write the questions out on paper or your laptop and then answer them. 1. What marketing did we do last year that worked really well? 2. Regarding events: What worked well? What did we wish to see more of or wish to improve upon for the next time? 3. What was the most fun I (and my staff) had all year in the store? 4. Do I need to increase my marketing budget, reduce it, or keep it the same as last year? 5. What are three channels or promotions I’m interested in potentially adding or trialing this year? Phew! If that feels like a lot of information, then you did a good job answering those questions! Before you plan and look to make additions, subtractions or changes to your marketing plans and goals, pinpoint what worked really well and prioritize doing that again. Is there anything you could add to make it better, more successful or more fun? Ideas to improve might include advertising about it sooner, spending a little more money promoting it, partnering with a different business or offering a spiff to your team.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
13
Pinpointing what has gone well helps us not to incidentally toss out ideas or plans that work really well in lieu of a new trend. Once you have cemented the events or marketing channels that worked well last year, now you have a better idea of what capacity (budget-wise and time) you have to add more and try new. Considering what was fun and engaging for you and your staff is key as well because the more excited you all are, the easier it is to complete the necessary steps to find success and to reach or exceed the goals associated. Talk to your partner or staff about the ideas you want to try out or channels you’re interested in and be real about how much you need to invest and what a reasonable trial period is (e.g. 6 months). Before you wrap up plans and set benchmarks, look at the dollars. It’s great to want to try everything under the sun, but if that means you won’t be able to allocate enough of the marketing budget to any one avenue, then you’re going to see mediocre results and your enthusiasm will rightfully wane. Be realistic about what you want to achieve with what you’re spending. Set benchmarks you can reach without stretching too much because we all feel more motivated when we win. Then set stretch goals once you’ve gained momentum. Note: Tiffany will be presenting the seminar “Smart Marketing: How to Save Money, Waste Less Time, and Increase Results,” on Saturday, January 27, at the RJO Winter Buying Show in Palm Springs, CA.
Furthermore, themed events tied to cultural celebrations or milestones in the community can create a sense of inclusivity and belonging. Hosting charity auctions or fundraisers that support local causes not only raises funds but also showcases the jeweler’s commitment to community betterment. Partnering with Local Organizations Collaboration with local organizations can amplify the impact of a jeweler’s involvement. Partnering with non-profits, women’s shelters, or youth programs can lead to mutually beneficial initiatives. For instance, donating pieces or offering discounted jewelry for charity auctions can contribute to fundraising efforts while promoting the jeweler’s brand. Additionally, offering internships or apprenticeships to aspiring jewelry designers from local art schools or colleges can foster talent within the community and strengthen ties with educational institutions. Engaging through Education and Support Educational seminars or talks on jewelry care, gemstone history, or the art of selecting the right piece can be both informative and engaging for the community. Hosting these events not only positions the jeweler as an authority in the field but also provides valuable knowledge to customers, fostering trust and loyalty. Leveraging Social Media for Community Outreach
Community Involvement By Alisa Bunger Chic Pistachio Jewelry businesses aren’t just about selling exquisite pieces; they can serve as integral parts of their communities. By actively involving themselves in local initiatives, events, and outreach programs, jewelers can forge stronger connections, boost brand visibility, and contribute positively to the places they serve.
Creating Community-Centric Events One of the most effective ways for jewelers to engage with their community is by organizing events that bring people together. Consider hosting workshops on jewelry-making techniques, where community members can learn and create alongside experienced artisans. Collaborating with local schools or community centers for such workshops can enhance outreach efforts.
14
In today’s digital age, social media platforms offer an excellent means to connect with the community. Jewelers can utilize these platforms to highlight community involvement, share stories of impact, and promote upcoming events. Encouraging customers to share their experiences or stories related to jewelry can further strengthen community bonds online. Conclusion Involving a jewelry business in the local community isn’t merely a philanthropic gesture; it’s a way to build meaningful relationships and contribute to the community’s fabric. By organizing events, partnering with local organizations, educating the public, and leveraging digital platforms, jewelers can weave themselves into the social tapestry of their neighborhoods, fostering goodwill and long-lasting connections. Note: Alisa will be presenting, "Elevating Your Sales Using Your Silent Salesperson," on Saturday, January 27, at the RJO Winter Buying Show in Palm Springs, CA.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
WINTER BUYING SHOW RETAILER REGISTRATION DEADLINE
December 27
MILESTONE Ula Mae Windle, of Windle's Rock & Jewelry in Bartlesville, OK, passed away on October 28. She was 86. She and her husband Tom founded the business in 1958. Ula Mae retired in 2004 due to health concerns, and her daughter Tammy Ross now manages the shop. Our thoughts go out to the Windle family.
NEW MEMBERS Brax Jewelers Amy Astaraee Two CA locations: Newport Beach, Laguna Niguel
Referred by Rachel Hardester Lee Ann’s Fine Jewelry Inc., Russellville, AR
Dannels Jewelry Kim Chesher Key Largo, FL
Referred by Aubre Ford RDI Diamonds, Rochester, NY
Don’s Jewelry Daniel & Sheralyn Bartels Clinton, IA
Duncan Jewelry Michael & Jenna Duncan Osage Beach, MO
Referred by Allison Williams Leitzel’s Jewelry, Myerstown, PA
Gold Designs Dwight Blankenship Bradenton, FL James & Sons Fine Jewelers Jim & John Sunderland Four IL locations: Tinley Park, Chicago, Naperville, Overland Park
Referred by Rick Beaulieu Springers Jewelers, Portland, ME
Neeter House of Luxury John Neeter Bellingham, WA
Referral by Ken Wehl Gems One, New York NY
Select Jewelers Nabeel Athar Mentor, OH
Referred by Karim Valiani Walsons & Co., Cordova, TN
Sunshine Goldmine Darian & Matt Kinney Sandpoint, ID
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.
CALENDAR December 2023
January 2024
February 2024
25-26 Christmas—RJO Office is closed
1 New Year’s Day—RJO Office is closed
9 All payments must be received in RJO Office
26 Kwanzaa begins 27 Retailer Registration deadline for 2024 RJO Winter Buying Show, The Desert Oasis, Palm Springs, CA
5 All 2023 invoices due 10 All payments must be received in RJO Office 15 Martin Luther King, Jr. Day 23 All invoices must be received in the RJO office
14 Valentine’s Day 19 Presidents Day 23 All invoices must be received in the RJO office
27-29 2024 RJO Winter Buying Show, The Desert Oasis, Palm Springs, CA
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
15