In the Loupe - February 2021 Edition

I N

T H E

LOUPE

The Premier Jewelers Cooperative

F e b r u a r y 2 0 2 1 • I s s u e 95 A BRILLIANT COLLABORATION: Registration Deadline is March 1!

RJO Teams Up with the Atlanta Jewelry Show to Kick Off a New Year!

IN THE KNOW WITH RJO Focus on What You Can Control SEE PAGE 2

VENDOR PROFILE Earth Pebbles Fine Vintage & Estate Jewelry SEE PAGE 6

YEAR IN REVIEW RJO Dividend &Membership SEE PAGE 7

GET TO KNOW ATLANTA SEE PAGES 8-9

RJO MEMBERS AND VENDORS will be the featured guests at this year’s Atlanta Jewelry Show, titled “SoHo Experience.”

Unlike New York City’s SoHo, Atlanta’s version stands for southern hospitality, and our contacts with A JS so far really drive home the theme. This Show will feature many of the things you love about our RJO Buying Shows, and it will serve as a nice Winter gathering for this particular time.

Registering and attending the A JS Show grants you access to two great incentives, available only to RJO retailers: • a $250 travel voucher • an additional 1% to 2.5% to qualifying members on purchases made from RJO vendors.

One important difference between this Show, and ours is RJO will NOT be covering hotel rooms for retail members. You are responsible for making your own hotel and travel accommodations. More information about the Show, registration, hotel reservations, and travel vouchers may be found beginning on page 10 of this issue.

The Show also offers educational opportunities—part of A JS’s Connected Conference—scheduled to take place on Friday, March 5. These seminars will be presented by some of the top experts in the industry. You must pre-register for the educational seminars, and more information about them may be found on page 11 of this issue.

Please contact Gina Morris at (678) 384-9104 or gina@atlantajewelryshow.com from the Atlanta Jewelry Show with Show-related questions. You also may contact RJO Member Registration Coordinator Kristi Nelson at kristi@rjomembers.com with RJO-specific questions about the Show.

AJS SoHo Experience Information SEE PAGES 10-11

COVER STORY Dos and Don’ts: Vintage and Pre-Owned Jewelry SEE PAGES 13-15

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

In the Know with RJO

Focus on What You Can Control I’M SITTING IN MY WARM OFFICE a few days before Valentine’s Day, and I’m struck by how important focusing on what you can control is to our lives, our families, and our businesses. The temperature outside at the moment is below zero, and it’s expected to stay this way for the next several days. I’ve lived my whole life in the Midwest, so I know I can’t control the weather. So, for the next week, I’ll rely on some hot chocolate, some thick socks, and a little higher number on the thermostat.

For many of us, 2020 was out of control on many fronts, but mostly related to the spread and destruction brought about by COVID19. The quick action and cooperation among our members, vendors and staff resulted in a solid year for nearly all of us. Sales broadly were strong. Vendor accommodations were swift and effective. Communications were clear, consistent and frequent. All of this was due to collectively and effectively controlling as much as was possible, during a time when so little else was.

The first tangible evidence of the success was mailed out a few weeks ago: the first of the year’s two dividend checks, which will ultimately total $7.6 million, a near record. It’s mind-boggling how impressive this figure is, as it came during a time when many stores were shut down for weeks, and many had to reconfigure—on the fly— their

approach and methods of doing business. Here is a video of the dividend announcement.

The next step in controlling the pandemic is currently underway, as the vaccine gets distributed across the nation. For our families, our customers, and our co-workers, the ability to safely go about our lives once again will be so welcome and necessary. For RJO members, a little more control will take place in just a few weeks, when we are guests of the Atlanta Jewelry Show the first weekend in March. This will be the first time in more than a year RJO members and vendors will get a chance to non-virtually see one another, look at inventory in person, and share with one another the hopes and wishes the year ahead may bring.

I’m excited to have you experience the creative and collaborative effort put forth to make our participation in this Show possible. As guests, we are not able to make it exactly like our popular Buying Shows, but the excitement, the camaraderie, and the great hosts should more than make up for much of it. I encourage you all to reward yourself with a little controlled break after a successful 2020 and Valentine’s Day week, by registering for the Atlanta Jewelry Show today.

Continue to stay healthy, warm and prosperous, and be sure to spread your successes and good fortune with those you love,

Sarah Streb RJO CEO

RJO BOARD NEWS The executive committee of the board of directors recently held its year-end meeting to discuss and declare the 2020 patronage dividend. In a year with so many uncertainties, they are thrilled to declare a 4.60% dividend on all 2020 purchases through RJO. It is a true testament to the strength of the membership, and the Board thanks all of our vendor and retail partners for making RJO a priority in 2020. The Board of Directors will hold an in-person meeting at the Atlanta Jewelry Show this March.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

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 posting that appeared earlier this month:

Centralized Billing Patronage Dividend RJO Website (rjomembers.com) Buying Shows (Fall/Spring) In the Loupe – RJO’s newsletter

Post: I'm still looking for training for my social media person. There has to be a firm that trains us how to manage our social media. Any suggestions are appreciated.

Free Print and Radio Ad Library (on the RJO website)

Reply One (RJO Vendor Tiffany Gonzalez): We do consulting at Keep Me Connected, in addition to management. Feel free to send me an email if you’d like more info.

Educational Seminars

Original Poster Reply: I'm looking for training, not managing.

(at the Buying Shows)

Reply Two: I'd be interested in that as well. It seems every time I get Facebook and Instagram figured out, they change things up. It's frustrating.

Member-to-Member Incentive Program (Recruitment Program)

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

Free Hotel Room Incentive (at the Buying Shows)

RJO Informational Email Blasts Purchase Vouchers (at the Buying Shows)

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

Reply Three: The social media people in the business might want to partner with you instead of training your staff to do it. I would check at your local college for a marketing teacher.

Editorial Note: In the Loupe asked Tiffany Gonzalez of KeepMeConnected.net to provide further information about this topic: I want to let all RJO members know at Keep Me Connected, we specialize in page management for independent jewelers and offer management for Facebook, Instagram and Pinterest, as well as email marketing services.

But you might not know we also offer consulting and coaching services. We find a lot of times, stores don't have time to stay consistent with managing it themselves (or want their time spent on sales and other activities). But for those of you who want to manage it in your store, it is important to have the right resources! We offer single consulting sessions tailored to the topics you want to cover, and we also offer biweekly coaching to help you make the progress and have the support to succeed.

For those who might still be looking at other options, it is hard to recommend just one place to look up training and resources. Companies like Hootsuite and Later, who offer scheduling apps, generally have a lot of informative content on how to make the most of your social media platforms. That is a good place to look for updates or tips. I recommend you start with those two companies as a great jumping off point. Additionally, Facebook and Instagram both offer business resources to keep you up to date as things change on the platforms.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

RJO Foundation Continues Scholarships in 2021 THROUGH THE GENEROUS donations of our members and vendors, the RJO Foundation has awarded to-date, about 90 RJO members nearly $50,000 in scholarships.

The Foundation supports the advancement of the jewelry industry by providing scholarships and grants to individuals or programs.

RJO will be requesting applications for Spring 2021 Scholarships in the very near future.

Members can download and submit applications anytime at this link.

Next Generation Experience Set for September 11-13 stores preparing for the future, through receptions, group dinners, roundtables, and curriculum sessions with industry professionals, focusing on personal and business development.

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

Next Generation Experience was developed to create an impactful curriculum of hands-on learning and interactive dialogue to aid the next generation of retail jewelers in preparing for the future of our industry and their business.

The Experience offers attendees the chance to work with other

Participants should have worked in the industry for a couple of years and be interested in continuing their career in the jewelry business. There is a registration fee for this program, and attendees also will be responsible for two nights at the host hotel, the Hyatt Lodge. RJO will send a hotel link as the event draws near.

Space is limited for this event; it will be a first-come first-serve basis. To learn more about the experience or to receive a registration form, contact Sabrina Smead at sabrina@rjomembers.com.

Kate Peterson at the Next Generation Experience in May 2018, enjoying some time with Experience sponsors Katie Kennedy, from Stuller, and Aubre Ford, from RDI.

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.

Podium Releases Report for Retailers Examining Consumer Attitudes Regarding Online Reviews RJO VENDOR PODIUM HAS PUBLISHED the results of a survey it conducted last fall, regarding consumers' experiences and attitudes toward online reviews. The 32-page report, titled "2021 State of Reviews," examines the responses to dozens of questions and summarizes the data with these five key takeaways:

• Consumers are reading more reviews more consistently than ever before.

• Reviews heavily influence consumer decision-making.

• Consumers are looking for review quality, quantity, and responses along with high rating.

• Local businesses need to make leaving reviews convenient, frictionless, and necessary.

• Local businesses need to be proactive about improving their online reputations.

• A copy of the report may be downloaded here.

Did COVID-19 Change Retail Forever? Not So Much WE'VE HAD A LITTLE TIME TO ANALYZE the "Covid market" now. It's been about a year since things started to change. I won't go on about changes in retail because you've heard all that from others and your own experiences, but I can give you some observations from the online world I work within.

With my retail clients and contacts (95% jewelry, US and Canada), I saw two distinct responses by stores to their online strategy. One was to move away from their instore model and focus on e-commerce, while others chose an opposing path of doubling down on the store model and avoiding the online e-comm "world." I don't offer e-commerce to my clients on the web—I think it is a terrible strategy for a store to teach it's own customers to shop online—so my experiences are mainly with those who chose the latter option.

The overriding message I get is those stores that did not try to "reimagine" their business model have, so far, succeeded. I think most of my clients have discovered those parts of their value proposition (a marketing word for "Why buy from me") in an online world that is product- and price-driven, is: service.

They discovered service can not be matched online, but online can be used to drive home that service message. Interesting. Thus, from what I see, using their online assets (web, social, etc.) to reinforce this message of customer care and community has resonated.

From our perspective, what is glaringly obvious is being able to lean on and leverage relationships is more critical than ever. Groups such as RJO (the only jewelry group we belong to) are almost mandatory for survival today, at least for us. Trust is a barrier to entry for "web design guys" (rightly so—our industry has its faults) and being a part of a group like RJO is almost like a passport to the people who matter (prospective clients). I credit these relationships as the most valuable assets we have. I compare this importance (I'm a vendor, remember) to the retailer's local community in terms of customer opportunity.

Where stores have their cities and towns, vendors like me have RJO. I see a bright future for service-based retail. My belief is this Covid-19 situation will strengthen that model.

While the convenience of online purchasing is attractive, I believe the luxury market will move even closer toward in-person, location-based (store) sales.

People have learned what isolation is, and they will crave the in-person experience for select items. It is for that reason—I'm putting my money where my mouth is here—we will be releasing a system in the next few months specifically designed to blend online (non-e-commerce) and retail jewelry marketing. It's called "mystore.jewelry," and that's about all I can say right now, but you, the RJO store owner, will know about it and understand it immediately when it launches.

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

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Vendor Profile

Earth Pebbles Fine Vintage & Estate Jewelry REBEKAH ANDERSON SAYS she has been part of the jewelry world since she was a teenager, and that timespan includes some comings and goings.

Anderson is the founder of Earth Pebbles Fine Vintage & Estate Jewelry in Raleigh, NC, which she started in 2002.

A native Nebraskan, Anderson and her family moved to California when she was 16, and she worked her first job in the jewelry business as a jewelry polisher for a local jeweler.

“I found a mentor in this first job,” says Anderson, “and as I watched him closely, mimicked his techniques and learned his skills, I also discovered my passion.” Her growth in the industry led her to the The Gemological Institute of America (GIA), where she earned her GIA Graduate Gemologist credentials. Her continued growth included working as a jewelry designer, head gemologist at Costco Wholesale, and eventually as a GIA Resident Graduate Gemology instructor in both California and England.

“After leaving my resident gemology instructor position at GIA to focus on starting a family in North Carolina,” she says, “I quickly realized something very important to my life was missing—the jewelry industry.

With my newborn on my lap, my husband and I brainstormed company names, and we fell in love with ‘Earth Pebbles Gemology.’ At the time, I wasn’t sure

what the actual company would look like, but knew it would evolve in time into something special, because of my love for the industry.”

Earth Pebbles initially started as a jewelry consulting and appraisal business; as the company evolved and grew, Anderson was working with several stores in the Raleigh area. When the economic crash happened in 2008 and gold started to peak, she was involved with several stores, helping them buy gold and jewelry.

“I started to ask the clients the stories behind their pieces, as I was intrigued by the quality and age of some of the items,” Anderson says. “Story after story, I became more and more invested in the pieces, at times coming home with tears in my eyes, sharing the stories with my husband. Even though I understood the buyers needed to melt the items for the metals, to help stay afloat, I nevertheless was stunned by this.”

Anderson tells the story of an elderly man who brought her his late wife’s jewelry box, and—piece by piece—shared the history of each item and stated the children and grandchildren were only interested in the cash out value, much to his dismay.

“The very last piece he pulled out was a Victorian rose gold spider brooch,” she recalls. “It was very simple in design, with very little gold and a small demantoid and opal in the back, with a void where an old Europeancut diamond had already been harvested. He became emotional, sharing that the pin belonged to his grandmother, and he remembered sitting on her lap as a young boy at church, playing with the spider.”

“Obviously we were both crying at this point,” she continues, “so I paid him out five times the value of gold and promised I would restore the spider to its original form (replacing the old European-cut diamond) and I would keep it for myself and pass it down in my family, and sharing his story. This is the moment the vintage and estate section of Earth Pebbles was born!”

From that moment on, she says she found her calling in becoming a "temporary caretaker of vintage and estate jewelry," capturing, refurbishing or repurposing, and discovering the history and journey of items with the commitment of finding them a new home, where "their stories are continued and added to."

Rebekah Anderson, founder of Earth Pebbles Fine Vintage & Estate Jewelry in Raleigh, NC. Pieces from Anderson’s store may be viewed in this issue’s cover story, on page 13.

Earth Pebbles Fine Vintage & Estate Jewelry is located at 1017 Dresser Court in Raleigh, NC Phone: (919) 307-3002 Website: www.earthpebbles.com

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

PLAN

2020 RJO Year in Review

Dividend and Membership Continue to Thrive, In Spite of the Pandemic IN A NORMAL YEAR, the RJO Membership Luncheon at the Winter Buying Show would be where RJO CEO Sarah Streb would announce a variety of trends and milestones for the organization during her annual year in review. Two slides typically presented are shown below, reflecting the year just past.

2020 Dividend Announcement The 2020 year-end patronage dividend percentage is 4.60%, paying out $7.6 million dollars in dividend dollars. The first round of checks were sent out at the end of January. Loyalty, support and financial responsibility of our members are what make these figures possible.

NOW FOR OUR NEXT BUYING SHOW!

2020 New Members RJO welcomed 50 new members from 28 different states in 2020, ending the year with a total of 1,052 retail members. RJO continues to grow with truly the best retailers in the industry.

March 2021 • Atlanta, GA

Future Show Locations July 2021 • Cincinnati, OH January 2022 • Birmingham, AL July 2022 • Minneapolis, MN January 2023 • San Antonio, TX July 2023 • Philadelphia, PA FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

2021 Atlanta Jewelry Show featuring RJO • With the affectionate nickname of Big Peach, Atlanta is the capitol of Georgia. It is the most populous city in the state, with a little more than half-a-million residents. Our host city Atlanta has attained international prominence as a major air transportation hub, with Hartsfield–Jackson Atlanta International Airport being the world's busiest airport (based on passenger traffic). Atlanta was in the international spotlight when it hosted the 1996 Summer Olympic Games.

Boys & Girls Clubs of America calls Atlanta home, and it is the corporate headquarters for The Coca-Cola Company, Delta Air Lines, UPS, Georgia-Pacific, Equifax, and The Home Depot.

Celebrities from Atlanta include: Julia Roberts, Tyler Perry, Ryan Seacrest, Gladys Knight, Victoria Principal, Kenan Thompson, Usher, home run king Hank Aaron, and Laurel & Hardy's Oliver Hardy. Atlanta also is a hotbed for film-making, and has had more than 200 major-release movies filmed in its city, among them the Marvel Universe films, including Avengers: Endgame; the Hunger Games Trilogy; the Madea movies; Smokey and the Bandit; and even Godzilla: King of the Monsters.

We’ve pulled together some preliminary information about the Show and its host city. We hope it helps you with your planning.

Getting Around our Host City: Mind Your Peachtree Getting around Atlanta is relatively straightforward, but if you choose to go somewhere, be sure to confirm any address with the word "Peachtree" in it. Here is a listing of Atlanta street names that contain the word.

Peachtree Avenue

Peachtree Place

Peachtree Battle Avenue

Peachtree Road

Peachtree Battle Circle

Peachtree Street

Peachtree Center Avenue

Peachtree Valley

Peachtree Circle

Peachtree Way

Peachtree Drive

Peachtree-Dunwoody Road

Peachtree Hills

Old Peachtree Road

Peachtree Industrial Boulevard

North Peachtree Way

Peachtree Memorial

West Peachtree Place

Peachtree Park

West Peachtree Street

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

• Atlanta, GA • March 6-7 The average high temperature in Atlanta in early March is 65, and the low is 44.

Our Host Hotel: Renaissance Atlanta Waverly The Renaissance Atlanta Waverly is a very beautiful hotel located near the Atlanta Braves Truist Park, Cumberland Mall, and numerous restaurants. This hotel is attached to the Cobb Galleria Center, so is handy for Show attendees. Discounted hotel rates can be obtained by clicking here.

If you are making your reservations through the A JS website, the group code will automatically appear in the hotel’s group code area. If you are calling, inform the hotel’s reservation representative you are attending the Atlanta Jewelry Show in order to take advantage of the special discounted rates.

Renaissance Atlanta Waverly is located at 2450 Galleria Parkway, in the northern section of Atlanta.

Best Thing I Ever Ate: Atlanta About 10 minutes southeast of the Show site, sits Blue Ridge Grill, ranked #28 of 2,358 Restaurants in Atlanta, according to Trip Advisor.

The Lobster Club Sandwich? Delectable. The Bone-in Berkshire Pork Chop? Super tasty. But on the Food Network show The Best Thing I Ever Ate, chef Alton Brown only wants Blue Ridge Grill’s Fried Pickle Chips. He orders the chips with herbed buttermilk dressing "off menu," noting they're "everything a fried pickle ought to be."

Blue Ridge Grill is located at 1261 W. Paces Ferry Rd. NW in Atlanta Phone: (404) 233-5030 www.blueridgegrill.com

Your Show Playlist - Georgia on My Mind (Ray Charles) - Love Shack (The B-52s, includes the line "headin' down the Atlanta highway") - Midnight Train to Georgia (Gladys Knight and the Pips) - Oh, Atlanta (Alison Krauss and Union Station) - Rainy Night in Georgia (Brook Benton) - Sweet Georgia Brown (Warm-up song for the Harlem Globetrotters) - The Devil Went Down to Georgia (The Charlie Daniels Band) - The Night the Lights Went Out in Georgia (Vicki Lawrence)

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

For more than 70 years, the Atlanta Jewelry Show has been offering the utmost in Southern Hospitality, and this year's SoHo Experience extends that commitment to all of RJO. Join us as we gather together for informative education seminars, connect with vendors—new and old— and network with colleagues as we embrace a fresh new year.

The A JS features three elements of interest to all RJO members: • The Gallery, a curated collection of top industry vendors and designers, showcasing classic styles and the newest trends in jewelry.

• Signature Collection, an extensive selection of a wide range of products, including classic, fashion forward, and trendy styles designed to appeal to both iconic and progressive retailers.

• A JS Connected, where buyers engage with industry leaders and experts to learn emerging trends and tactical skills needed to navigate an ever-changing and competitive retail landscape.

Registration Deadline is March 1 You must register directly with the Atlanta Jewelry Show and attend as a buyer, which grants you access to two great incentives only available to RJO retailers. You may register here.

All RJO retailers who register and attend the Show will receive a $250 travel voucher and an additional 1%-2.5% to qualifying members on purchases from RJO vendors.

You Are Responsible for Your Own Hotel Accommodations RJO will NOT be covering hotel rooms for retail members at this Show. You are responsible for making your own hotel and travel accommodations.

• Discounted hotel rates can be obtained by clicking here.

• If you are making your reservations through the A JS website, the group code will automatically appear in the hotel’s group code area.

• If you are calling the Renaissance Atlanta Waverly directly (770) 953-4500, inform the reservation representative you wish to take advantage of the discounted rates extended to those attending the Atlanta Jewelry Show.

PLEASE NOTE:

The Atlanta Jewelry Show does NOT support any corporate booking or housing service companies. They are NOT affiliated with the Show. Please be aware you may receive solicitations from housing / hotel booking companies which will fraudulently use the name of The Atlanta Jewelry Show—do not be fooled.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Purchase Vouchers

Keep more money in your pocket on every purchase at the Atlanta Jewelry Show by using RJO purchase vouchers during the Show. Your specific voucher percentage – up to an additional 2.5 percent off each purchase – will be based on your store’s 2020 RJO purchase total.

2020 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 March 15, 2021. Voucher terms are six months. Your percentage discount will be available at the Show registration desk or by calling RJO prior to the Show.

Breakfast Buzz Sessions

RJO is working hard to bring your favorite parts of an RJO show and incorporate them into the Atlanta Jewelry Show, starting with the fan-favorite: Buzz Sessions.

RJO will be offering our take on a virtual buzz session before the start of each day during the Atlanta Jewelry Show. As always, facilitated by the incomparable Kate Peterson, the RJO Breakfast Buzz will get you ready to start your day on the right foot. Topics for these conversations will be announced closer to the Show date.

Note: These will be virtual sessions, available from 8-9 a.m. on Saturday and Sunday before the Buying Show.

AJS Education Sessions

Note: YOU MUST REGISTER FOR BOTH THE ATLANTA JEWELRY SHOW AND THE EDUCATION SESSIONS Mistakes You're Making in Your Bridal Showcases and How to Fix Them!

By Larry Johnson Larry, one of our SoHo Pros, will take you through the customer journey, giving you insight into how customers view jewelry and decide to buy.

Empower Your Sales Team to Sell Virtually

By Ben Smithee Lights! Camera! Action! Convert your physical sales experience into virtual ones.

Find out how to add a calendar for Zoom appointments to your website.

Coaching Sales Professionals in the New Consumer Reality With Kate Peterson Now is the time to learn new approaches to the old selling process and to discover effective ways to get your team on board.

Panel Session: Laboratory-Grown Diamonds With Kate Peterson and Terry Chandler YES POINT Sales Training — Revolutionize the Way YOU Sell!

By Jim Ackerman and Paul Furse Learn about a new selling "technology" that's virtually guaranteed to increase closing rates and the size of your average transaction. And it works better for jewelers than for any other kind of business.

Top Jewelry Trends for 2021

By George Prout Review of key product trends for 2021 and explore strategic marketing and merchandising considerations in a rapidly changing environment.

Panel Session: Website Reviews—Gateway to E-commerce & Customer Engagement With Denise Purtzer, Kate Peterson, Ben Smithee, and Bryan Cockerham

Quick Links

Exhibitors List - https://www.atlantajewelryshow.com/the-show/exhibitor-list/

Attendee FAQ - https://www.atlantajewelryshow.com/buyers/attendee-faq/

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

RJO@AJS Planning Tips Avoid the hassle onsite by pre-registering.

Make reservations for transportation and lodging early. Click here for hotel information.

Set appointments with vendors you'd like to meet with during the Show.

Know your inventory needs. More efficient purchasing will save you money by grouping your orders to take advantage of discounts and special offers, as well as keeping you within budget.

Pack comfortable shoes, wear business casual clothing and remember you are a representative of your business.

Must-haves: Water, healthy snacks, phone charger, photo ID, business cards, and business documentation.

Review AJS Safety Shines™ (see next page) to ensure you understand and accept the health and safety protocols that will be implemented.

SAFETY SHINES

SOHO BY AJS - MARCH 6-7, 2020

HEALTH & SAFETY GUIDELINES As we prepare for the March 6-7, 2021 event, taking place at the Cobb Galleria Centre in Atlanta, Georgia, we want to assure you that we are following all guidelines set forth by the CDC, WHO, as well as state and local o cials. In an e昀ort to host a safe and productive event, we continue to monitor the developments around the COVID 19 pandemic and provide updates to this document and our policies, which are subject to change.

COMMUNICATIONS & SIGNAGE

FLOOR PLAN MODIFICATIONS

For the safety of all attendees, frequent posts and updates will be made on our website regarding our COVID-19 action plans and resources. Communications of our plans will be sent prior to the show and via signage onsite.

Adjustments have been made to the 昀oor plan, gathering areas, and seating in education sessions to accommodate physical distancing. Designated entrances and exits will also be used to control tra c 昀ow.

SAFETY FIRST!

TRANSPARENT BARRIERS (SNEEZE GUARDS)

SANITIZING STATIONS & ENHANCED CLEANING

Barriers will be used in high contact areas such as registration and gathering areas. In addition, each exhibiting company will be provided with a transparent barrier.

Hand sanitizer dispensers will be deployed throughout venue and the show 昀oor.

Increased cleaning and disinfection will occur in high touchpoint areas and surfaces throughout the show and venue.

DAILY HEALTH & TEMPERATURE SCREENINGS

HELP KEEP OUR COMMUNITY SAFE

Daily health screening and “touchless” thermal temperature scanning is mandatory for all attendees. Individuals displaying an elevated temperature, de昀ned by local, state, or federal guidelines, will be removed and taken to a private area for a secondary evaluation by EMT.

AJS Show Management has the sole right to remove or exclude anyone from the event if they do not follow our Health & Safety policies or if they do not follow the Attendee Code of Conduct set forth by the event or venue sta昀.

We encourage any attendee with pre-existing medical conditions, weak or compromised immune systems or signs of illness to please stay at home.

HYBRID EVENT In an e昀ort to meet the needs of all of our attendees, we o昀ered a virtual event solution prior to this event. This included a virtual marketplace to facilitate business through an online platform. More details to come for future virtual plans.

12

FACE MASKS REQUIRED All attendees will be required to wear face masks. Each attendee will receive a complimentary PPE Kit during badge pickup. Or you may wear your own face covering. Nose and mouth must always be covered while on premises.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

COVER STORY

Dos and Don’ts Vintage and Pre-Owned Jewelry

We all know a wealthy banker or an overweight baker. The perks of their business can often run over into their personal life, and so it is with jewelers and their vintage and pre-owned jewelry. For those who can purchase items they adore—and still resist temptation enough to turn around and sell them—often have a nice additional source of revenue.

This category's one-of-a-kind items offer product exclusivity, which is an advantage over online competitors.

Vintage jewelry is a product a customer can touch, envision a history, and fall in love. That combination, then, can result in high profit margins, as well. In fact, for those RJO members who sell vintage and pre-owned jewelry, many estimate it makes up between 15-30 percent of their store revenue. What's not to like?

Let's take a look at the category from those who have experience in it, and then look at the Dos and Don'ts for those considering entering or extending their reach in vintage and pre-owned jewelry.

ACCORDING TO RJO VENDOR REBEKAH Anderson, of Earth Pebbles Vintage & Estate Jewelry in Raleigh, NC, vintage and estate jewelry has made a very strong play in the current retail market for several reasons: • It offers a one-of-a-kind feature. Will patrons find other vintage and estate items? Yes, she says, but not the one they fell in love with in your store.

• Gold is back. Much of the past jewelry eras focused on yellow gold and even rose gold, with the focus being on the quality of craftsmanship, and not on using gold sparingly.

• The target market for vintage and estate seems to be the selfpurchasing woman with a broad net extending from Millennials to Baby Boomers, with one product line.

Anderson offers the following tips for success selling vintage and estate jewelry.

Do • Point out the item is virtually one of a kind. Once the piece is gone, it’s gone.

• Show an item’s wear characteristics, as the piece may have been through a lot to get to a new home.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

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• Reference the era of the piece and point out that was “X” years ago.

• Make sure to know roughly what denotes the different eras and why.

It may sound cliché, but I only acquire the p Each item I admire, and sometimes it is border about it that means I have to save it! At the end of for just a little bit and know they are

• Share any story you know about the item.

• Daydream about what the piece may have seen, based on the era, if there is no history in a piece.

• Remind the buyer no one else will have this particular piece. Many will want it, but they can’t have this exact one.

• Have fun with the items, their uniqueness, and their history. With all the popular period movies and television shows, estate is really hot!

Alex Hevia Schlindwein, of Kiefer Jewelers in Tampa, FL, says her store has been selling estate and vintage jewelry for over a decade.

“We break the category up into estate bridal (engagement rings and wedding bands), estate gold,

estate color (any piece with gemstones), estate diamond fashion (diamond pieces that are not bridal), and estate watches (mostly just pre-owned Rolex watches).” Schlindwein adds her bit of advice for buying: “Ask questions up-front, like ‘What are you looking to get for this item?’ This can help you explain why they aren’t going to get their appraisal value for the item now it is

Where Your Customers May be Getting Their Selling Guidance Six Tips for Buying Antique & Estate Jewelry. Jacqueline Curtis, Money Crashers, October 2019 “Vintage & Antique Jewelry.” Ebay.com “How to Approach and Find Good Buys in Estate Jewelry.”

Beyond 4Cs.com

A Peek at the Keepers: Sometimes purchases intended for resa

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Luisa Smith

Sandy Kluh

Cornerstone Fine Jewelry Springfield, MO

S.T. Kluh Jewelers Olympia, WA

Estate pieces are so uniquely beautiful, and when we have the pleasure of encountering one, sometimes it is hard to let it go. I keep them way too often! My current favorite piece is this Oscar Heyman Sapphire ring. We believe it to be a no heat sapphire. Still getting offers to buy it from those in the industry. This will be a piece that I pass down through the family.

I have to quit taking these over-the-counter buys home to the wife. There's no money in it!

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

pieces that I love or would own for myself! line ugly, but there is still something special f the day, I feel like I get to babysit each of them on their way to someplace special.

— Rebekah Anderson pre-owned. I like to ask them if they would expect to pay the original retail value for a pre-owned ring? Their answer is usually ‘No.’ If you can answer those objections before you give a price, you are much more likely to make the deal.”

Donna Hardy, of Jefferson Estate Jewelers in Charles Town, WV agrees with Schlindwein about seeking customer input: “You should ask your customers what kind of pieces they would like to see.”

Don’t • Make a reference that items are from a deceased person.

• Make up a piece’s history. If you don’t know it, just talk about its hypothetical past, based on the era.

• Sell new vintage or estateinspired items as actual old pieces.

Schlindwein adds these Don’ts for buying, as well: • Don’t pay too much for the items. We have found many

people are willing to pay roughly half of what the retail value of that item would have been brand new.

• Don’t skip or miss the step of testing the gold and diamonds properly before purchasing.

• Don’t forget about math. Establish a price per gram and calculate what you are willing to pay for diamonds, and stick to the equation.

• Don’t get emotionally attached to the person selling the item.

Not everyone finds pre-owned jewelry to be a solid venture. Brittany Jones Lonthair, of J.F. Jones Jewelers in Rochester, NY, considers herself an authority on vintage jewelry, having learned from her father, as well as through experience with buying, selling, and repairing in her own jewelry store. She believes vintage looking new jewelry has advantages over selling pre-owned.

“The most often requested item in that category is engagement rings, says Lonthair. “We carry vintage styles that are new to look old and explain that with estate jewelry you are purchasing someone else’s ‘wear and tear.’ For the long run you are far better off with fresh metal that has not been contaminated by chemicals or worn brittle with age.”

Reading Links Industry Veterans Reinvent Themselves (And Clients’ Old Jewelry). Amy Elliott. JCKonline, November 2020 Ebay to Authenticate All Watches on Platform Over $2K. Emili Vesilind. JCKonline, August 2020

ale wind up in a jeweler’s personal collection Tom Nelson

Katelynne Eslick

Nelson’s Jewelry Spencer, IA

Sugar Plum Fine Jewelry Glendive, MT

I have a platinum Victorian ring with an old-mine cut in it I can’t let go of. I had some sterling silver stuff my staff has liked and I've just given a few pieces to them.

But I just bought this beauty. The seller purchased it in 1959 in France at a military PX. Hardly ever worn.

I won’t be selling this one!

I keep getting these cute little vintage watches coming in with gold buys and I keep putting them on my wrist. A client brought this watch in to trade because she wanted to buy a Christmas gift for her neighbor.

She had received as a graduation gift in the 40s. My husband thought it was so cute (and he loves watches!) that he put it on my wrist and said I had to keep it! It’s an automatic Bulova with 14k rose gold case.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

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MILESTONES Denise A. Basch, Don Basch Jewelers in Macedonia, OH, passed away on January 24. She was 61.

Robert "Bobby" L. Heiser, Jr., owner of Crescent Jewelry in Hannibal, MO, and a member of RJO since 1989, died on February 10. He was 73.

William “Bill” Rosenfeld, owner of Rosenfeld Jewelry in Tucker GA, passed away on January 23.

He was 77.

Our thoughts go out to the families.

CALENDAR FEBRUARY

MARCH

23 All invoices must be received in the RJO Office

1 Deadline to register for Atlanta Jewelry Show 5-7 RJO + A JS Collaboration Show in Atlanta, GA 10 All payments must be received in the RJO Office 14 Daylight Savings Time begins 17 St. Patrick's Day 23 All invoices must be received in the RJO Office

APRIL 10 April Fool's Day 4 Easter 12 Vendor Registration opens for 2021 Summer Buying Show in Cincinnati, OH 12 Ramadan begins at sundown 23 All invoices must be received in the RJO Office 28 Retailer Registration opens for 2021 Summer Buying Show in Cincinnati, OH

NEW MEMBERS Abby’s Gold and Gems John C. Carom Uniontown, PA

LeRave Jewelry Timothy & Caryl Moore South Boston, VA

Mainland Pawn & Jewelry Michael Holcomb LaMarque, TX

Referred by Steve Summerlin, Simply Diamonds/Imperial Pearl

Referred by Laurie Smith, Concepts Jewelry

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.

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FAMILY. DIVIDEND. SUPPORT. BUYING POWER.