In the loupe June 2013 Edition

in the loupe in the loupe J u n e

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e’ll be taking advantage of true southern charm, as our Fall Buying Show returns to one our favorite host venues—Covington, Kentucky.

From Friday, July 19, through Monday, July 22, this show is sure to put the shine back into your business. Despite the name, this show will be anything but standard. Sure, we’ll offer our annual vendor-sponsored RJO golf tournament, but you’ll also be able to see RJO’s gold standard shine via moonlit riverboat rides and visits to the area’s famous thoroughbred farms and authentic Kentucky bourbon distilleries.

Additionally, our shows have set a standard for retail jeweler events, with our seminars and education offerings, a buying show floor highlighting new merchandise and lines from more than 170 vendors, as well as exclusive show specials, all at negotiated discount prices.

In addition to the great buying opportunities you’ll find on our Buying Show floor, your RJO membership always provides you additional benefits, including:

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Member Registration Deadline: June 21

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• RJO pays for up to three consecutive nights’ lodging for all qualifying stores. For reservation questions, e-mail: groupresv@nkycvb.com

• the money-winning “Meet-More-Vendors Challenge.” Personally introduce yourself to 10 RJO vendors new to you, and ask these vendors for their business cards. These cards could earn you up to $750!

• buying discounts—using RJO Purchase Vouchers—allowing qualifying members to save up to an additional two percent on what you buy from vendors; and • one $10 Sunday lunch coupon (for concessions on the buying floor) for each store, courtesy of your generous RJO vendors.

Now it’s time for you to take advantage of these great offers by registering for the Buying Show today! The Registration Deadline is June 21. (Vendor Registration has already closed.) Registration is easy—just go to: www.RJOMembers.com, and fill out the online form found in the Buying Show section. If you do not have an RJO user name and password yet, call RJO at 800-247-1774.

Paper registration by mailing or faxing the forms included in this packet still is accepted.

If you’re a jeweler member with questions, call or e-mail Kristi Nelson in the RJO office (kristi@rjomembers.com). If you’re a vendor member with questions, call or e-mail Mary Harger (mary@rjomembers.com) with any questions. RJO’s main office phone number is: 800-247-1774.

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inside • Did Ya Know?

• RJO’s Israel Experience 2013 • Meet Your New Vendors

The Ultimate Jeweler Resource

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THE EXECUTIVE

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from Mary Peterson, RJO CEO

Did Ya Know?

Note from Mary: It is important to assess aspects of our business on a regular basis to see where change is needed. We are doing just that at RJO. One of the projects we are working on is giving the RJO newsletter, In The Loupe, a muchneeded face lift. It’s turning 50 with this issue, so it’s about time. With this upcoming change, I decided it was also time to update my article style and try something different. I hope you like it!

In the Know with RJO

Each issue I will try to highlight some RJO resources and events as well as offer some suggestions for your business within the industry, outside the industry and in your community. Enjoy!

RJO Buying Shows: Did Ya Know?

• It is the best deal in town, with free hotel rooms, food and educational seminars. Plus, there is absolutely no registration fee!

• It is a great environment to meet members and vendors who can help you improve your business.

• If you work it right, you can get an additional 1- to 2percent discount on all of your purchases made at the show. Additional discounts are awarded based on your previous year purchases, beginning at $100,000.

• You can register on-line at RJOMembers.com, making registration quick and easy.

• Our complimentary seminars allow you to gain wonderful new knowledge to take back and put in practice at your store(s).

• If you have not attended shows on a regular basis, you are truly not taking advantage of the best service we offer to you as a member!

Don’t Be Left Out Of The Loupe The April issue of In The Loupe was an online-only version.

If you don’t recall seeing it, you may still view it at: www.RJOMembers.com PAGE 2

Resources: Did Ya Know?

• You should take advantage of working with other retailers in your area to do joint promotions. Partner with local restaurants, flower shops, clothing stores or coffee houses to offer additional discounts or specials when visiting one of these other retailers.

• RJO has a variety of service vendors that can help improve your business, from promotional sales to credit card processing. Be sure to check out the online Vendor Directory first, for all your product and service needs.

• You should check out the weekly specials from vendors on our new and improved website.

• If you belong to the Chat Channel and RJO Facebook page, they are a gold mine of great conversations. If you don’t belong, join today, as your fellow RJO members are an excellent resource!

• The Merchandise Review Committee works year-round to bring in top, new vendors. Be sure to check out the most recent additions to the RJO family at our upcoming show in Northern Kentucky. New Vendor introductions are listed in this edition of In The Loupe.

Opportunities: Did Ya Know?

• Attending one of the Bridge programs offered by Stuller and supported by RJO will leave you educated, motivated and inspired.

• Going on an RJO buying trip to Antwerp/Idar-Oberstein or Israel in October allows you an incredible experience and increased sales.

Mary Peterson, RJO CEO

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From the RJO Chat Room

SERVICES Centralized Billing Patronage Dividend RJO Website (rjomembers.com) Buying Shows (Fall/Spring) RJO Chat Channel In the Loupe – RJO’s newsletter Free Print and Radio Ad Library (on the RJO website) Educational Seminars (at the Buying Shows) Member-to-Member Incentive Program (Recruitment Program) Organized Buying Trips to Antwerp and Idar-Oberstein RJO Directory Peer Performance Program Travel Vouchers at Shows (offered at varying times) Free Hotel Room Incentive (at the Buying Shows) RJO Informational E-mail Blasts Purchase Vouchers (at the Buying Shows) RJO Membership Certificate Education on the Go Podcasts and Webinars Private Label Credit Card Service JewelConnect

The Chat Room on the RJO website (www.rjomembers.com) hosts a variety of interesting discussions each month. Here’s an edited post—and responses—that can be found in the RJO Jeweler Business area, under the heading “Signature Engraving Machines“ Post: Can anyone lend any advice on Signature engravers? I’m thinking about purchasing one.

Response One: We have owned a Signature 8080P for almost ten years. It is the most versatile of all computer engravers. That being said, I feel that to justify the purchase you should either be doing a good amount of engraving business already, or be prepared to market this type of product and have additional staff to take care of the extra business you will encounter. The Signature folks provide very good training and support. Remember, if you don’t already have the display space, you will have to make room for a variety of engraveable items. I have been very pleased with the machine and the support from Signature. Please feel free to contact me directly if you have any more questions or would like to discuss.

Response Two: I bought a Signature; the mini one. It is a great machine. To make the handbook more user-friendly for me, I have rewritten pages or made good notes on the sides of the pages. The mini uses the “F” keys (F1, F2, F3, etc.) to do different functions, which might be considered “old school” for today’s computer users.

When a service representative visited our store, it became apparent that on a mini, some things worked a little different than the regular one. I did a lot of learning on my own. Signature charges a fee every year for service assistance. It is a bit high if all you have is a question or two a year.

Also, Signature’s warranty on parts was about 80 percent of the cost. I figured I’d take my chances on that part, rather than pay the warranty upfront. Not sure if this has changed. I know things may have changed a bit over the past few years, so definitely check with someone who has made a more recent purchase.

Whether you choose Signature or another, they sure do beat the old push-down-and-trace machines, on which I still do a lot of my inside ring engravings.

RJO Board of Directors voting ends June 21 There are four seats open for the 2014 RJO Board of Directors. The Board meets four times per year, making decisions concerning all policies and procedures of the organization.

An e-mail with candidate introductions was sent at the end of last month. Voting is taking place via electronic ballots, a link to which was included in that e-mail. RJO encourages you to read the candidate introductions and vote for your preferred top four candidates.

There are five candidates running for four open seats on the board:

Bill Becker, Becker’s Jewelers (IA); Mark Callis, Bichsel Jewelry (MO); Thomas A. Davis, Thomas A Davis Jeweler (MI); Richard McIntosh, McIntosh Jewelry, Inc. (NE); and Liz Schlauch, Barany Jewelers (OH).

Ballots must be submitted by Friday, June 21. Winners will be announced next month at the Northern Kentucky show in July. For a copy of the candidate introductions or the link to the electronic ballot, please contact Sarah Streb at sarah@rjomembers.com.

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RJO’s Israel Experience gearing up for first trip this upcoming October As RJO members continue to sign up for this fall’s RJO Israel Experience, you are invited to join them as they step onto the Holy Land of Jerusalem, one of the oldest cities in the world. You’ll be a witness to an era of the most modern technologies coexisting with a cosmopolitan lifestyle in Tel Aviv. This buying trip will take place among the most exotic backdrops of Israel, while travelers tour eight RJO vendors in one of the largest and most important diamond centers worldwide.

These include: - Twenty-five (25) complimentary 6 x 11 postcards - Two (2) complimentary in-store posters - One (1) Duratrans

Joining the buying trip to Israel allows you to focus on your diamond business while RJO takes care of the rest.

To learn more about this great opportunity, or to sign up, contact RJO Israel Co-coordinators Connie Matsen (cmatsen@rjomembers.com) or Pauline Berger (pauline@rjomembers.com) at the RJO offices: 800-247-1774.

Monday, October 21, 2013 Diamond Bourse Buying; Group Dinner

See page 11 for some Israel traveling tips.

(Sponsored by Waldman Co., Fisher Diamonds & Sol Savransky)

In preparation for this inaugural trip to Israel, RJO has promotional and marketing materials available for confirmed travelers, free of charge.

For members attending the RJO Gold Standard Buying Show in Northern Kentucky, RJO will be offering free personalized DVD filming for Israel travelers. The filming sessions will be on Sunday, July 21, from 2–5 p.m.

The Israel Experience 2013 Friday, October 18, 2013 Depart the United States Saturday, October 19, 2013 Arrive in Tel Aviv; Welcome Reception (Sponsored by RJO)

Sunday, October 20, 2013 Diamond Bourse Buying & Tour Group Dinner (Sponsored by Rosy Blue & Pancis Gems)

(Sponsored by Bauman-Massa & Ofer Mizrahi Diamonds)

Tuesday, October 22, 2013 Diamond Bourse Buying; Group Dinner Wednesday, October 23, 2013 Northern Israel Day Trip & Dinner (Sponsored by Cherie Dori)

Thursday, October 24, 2013 Jerusalem Day Trip Friday, October 25, 2013 Dead Sea Day Trip Saturday October 26, 2013 Depart Tel Aviv Israel Experience trip hosted by Jeff Wickersham and Jennifer Zacharias

Now’s the time to start promoting your RJO trip to Europe

2013 Fall Dates Antwerp:

Oct 5-10; Oct 12-17

Idar-Oberstein:

Oct 10-14; Oct 17-21 first trip is hosted by Liz Schlauch and Jeff Horlacher; the second by Connie and Steve Matsen

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RJO’s annual hosted buying trips to Europe are on a roll in recent years. 2011 saw an notable increase in travelers (68), and last year the number of travelers increased to 80. Numbers so far for this October are encouraging as well.

Celebrating 30 years of the RJO hosted buying trips to Antwerp, today’s trips offer two stops: Antwerp, Belgium—the world’s diamond capital, and Idar Oberstein,

Germany—the undisputed capital of finecolored gemstones. RJO’s Antwerp and Idar-Oberstein vendors generously offer first-time travelers excellent incentives.

For more information about the trips to Europe or about its related marketing program, contact RJO’s Antwerp Coordinator Connie Matsen in the RJO Office at: 800-247-1774 or via e-mail at: cmatsen@rjomembers.com

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VENDOR

spotlight

Metal Marketplace International On Sansom Street, along Jewelers’ Row in Philadelphia, you’ll come across Metal Marketplace International, a vendor marking 34 years of business, while still family-owned and -operated after all these years.

“We strive to support the independent jeweler,” says Metal Marketplace International’s Vinney Needham. “We consider our relationship with our retailers as a partnership. Therefore, Metal Marketplace International sources worldwide the highest quality jewelry, while providing exceptional customer service and stocked inventory, at the most competitive price.”

Metal Marketplace International is owned by Anthony Acquaviva and has been a leading wholesaler in karat gold jewelry and sterling silver, with a successful expansion into designer silver within the past five years. The company currently employs 32 and is expanding.

According to Needham, the company’s distinctions revolves around its warranty, service and inventory.

“Metal Marketplace International offers a lifetime warranty on all of our gold chain,” says Needham, “while we exclusively offer the

Greg Anthony Designer collection. These collections are available with custom in-counter display units to showcase the Greg Anthony pieces. We offer superlative customer service, including dollar-for-dollar stock balancing, while carrying 95 percent of our inventory in-stock, ready for same-day shipping.”

This approach seems to be working for the company: “Due to the overwhelming success of our Greg Anthony Italian® Designer collection,” says Needham, “we are consistently pushing the limits of our factories to provide us with new sterling silver designer pieces, as well as our 14k designer pieces, focusing on earrings and pendant chains.”

RJO members will be able to view Metal Marketplace International’s offerings at the upcoming Buying Show next month. “We have happily participated in the past two RJO events as a new vendor and premier sponsors, introducing the hotel room key sponsorship.” says Needham. “We will continually participate in every upcoming RJO trade show.”

Metal Marketplace International is located at 718 Sansom St, Philadelphia, PA. Phone: (800) 523-9191. Website: www.metalmarketplace.com

INTRODUCING YOUR NEW RJO

vendors

Your RJO Merchandise Review Committee traveled to JCK Las Vegas recently to find the best and the brightest new vendors for our group. Here are your NEW 2013 RJO Vendors: Additional information will be available in the New Vendor Introductions, coming soon to your mailbox.

Adajio Vitalium (alternative metal) bands adajiojewelers.com Charles Frey & Company Inc. Service specializing in customized cash-raising events Charles Garnier Sterling silver collections charlesgarnier.com Custom Catalog Service customcatalogservice.com

Diamonds Forever (Division of Royal Jewelry Mfg.)

Bridal line and anniversary bands royaljewelry.com Dizeo 18K over sterling silver with hand-set simulated diamonds DORA International Diamond fashion bands, ring collections dorarings.com

Ernest Borel Swiss-made automatic and quartz watches ernestborel.ch Galatea USA Bridal anniversary bands, colored gemstones,diamonds, pearls and silver galateausa.com Hermle North America Grandfather, wall and mantel clocks hermleclock.com Jayden Star Necklaces, bracelets, earrings jaydenstar.com

Jewelry Pak Jewelry boxes, displays, shopping bags, and pouches jpius.com Royal Jewelry Mfg. Fashion diamond jewelry, bridal lines and anniversary bands royaljewelry.com Suncrest Diamonds Colored diamond jewelry and loose diamonds suncrestdiamonds.com

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JEWELER

spotlight

Jandrons Fine Jewelry: Beautiful Jewelry & Design

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hile some family jewelers have descended over the years from one generation to another, Jandrons Fine Jewelry in Marquette, MI, has grown its family. Jon Arntsen, currently manager of one of two stores, describes the store’s history with lots of pride, lots of detail and the occasional aside.

“Jandrons Fine Jewelry opened the day after Thanksgiving in 1989, by owners Neil and Kathie Jandron. I was dating one of their daughters at the time, and I remember all of the work that they had to put into getting everything ready to open, from unloading showcases from the truck, to doing their own painting on the walls to keep the costs down. The day they opened they only had one showcase that actually had merchandise in it. It was just before the Christmas rush, and things just started to roll from there. Eventually all the cases were full, the stockroom was full, and the repair department was busy. In 1996 they decided to open a second location that would specialize in sterling silver jewelry, engraveable items, watches, and generally less expensive items than what would be sold at a typical “fine jewelry” store.

Both businesses thrived for the next several years.”

Arntsen continues: “In 2004, the owners were approached about moving to another larger location, and things just fell into place after some strong negotiations with the mall owners. With a new location and a new buildout that almost doubled the previous square footage, we moved into the new location in May of 2005.

In 2008, another jewelry store within the mall closed, and that opened up a larger corner location in the front of the mall, so we took advantage of the opportunity and moved Jandrons II to their new, larger location. Both stores have new and very different looks from when they opened. Business is good, we’re open seven days a week, and both stores are thriving.”

“As I mentioned, I was dating the Jandrons’ daughter, Tia,” says Arntsen. “Tia was a social worker, that just wasn’t happy with how the system worked, so when Jandrons II opened in 1996, she quit her social work job, and went to work full-time in the family business as the manager of Jandrons II. We were married by then, so Neil approached me about quitting my sales job at the local lumber yard and training in the family business. They sent me to a three week “crash course” training school in Jupiter, FL, and then I went to work in the shop, apprenticing under their full-time jeweler. After several years, they suggested that I move into more of a management position, working with the sales staff and the repair staff, and over the next few years, I took more control, and PAGE 6

Neil took more well-deserved time off. Neil and Kathie have another daughter, Tammy, a former fashion model, who joined the business as a sales associate, but is now our number two bench jeweler, with a fine attention to detail. We would not be where we are today, without the dedication of our employees, most of whom have been with us for ten years or more.”

Arntsen attributes the stores’ success to the building of trust: “Your customers have to get to know you, know that you are a fair and honest business, that if you say you are going to do something, that you do it, and that it happens. Customers need to be able to trust that you are going to take care of them, not just making the sale and then you are done, but also providing the services and support that are needed after the sale. You gain and lose customers the same way ... one at a time. You need to let each customer know that they are important to you, and that you are trustworthy. That is what keeps them coming back.”

“We try to differentiate our business from other local jewelry stores by not playing the sale game,” continues Arntsen. “There is always the person, who is just not going to get it. You try to explain to them that the $10,000 diamond that the other jeweler is selling for $5,000, isn’t really worth $10,000; they simply have overpriced it so that they can sell it for 50 percent off. Overall, in almost 25 years of business, our policy of fair, everyday pricing has worked.”

Arntsen and his wife attend RJO’s Fall Buying Shows, but his RJO presence can be viewed most regularly on the Chat Channel.

“It is great to have a forum where you can bounce ideas off of other retailers and get feedback,” he says. “I tend to use it to help locate an item that I am having trouble finding, or for help in finding a source for a particular item. Other jewelers are great about suggesting vendors that they have dealt with and had good success with. The RJO Chat Channel is also a good place to be able to put in your two-cents worth on a variety of topics regarding today’s jewelry business and to hear how others are feeling about a topic. Everyone that is on the Chat Channel is very open and honest with their opinions, and there are always several topics of interest being posted on at the same time.”

Jandrons Fine Jewelry is located at 3020 U.S. Hwy. 41 West (Westwood Mall) in Marquette, MI. Phone: (888) 226-8912. Website: www.jandronsfinejewelry.com

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Quick Look • Quick Look • Quick Look• Quick Look

SHOW INFORMATION LISTED IS FOR RETAIL MEMBERS. Vendor members please visit: www.RJOMembers.com for additional show information.

Your Stay Can Be Free!

For qualifying members, RJO will cover up to three consecutive nights’ lodging at either host hotel. This does not include stays longer than three nights, suite upgrades, additional persons or hotel amenities not included in the cost of the room.

Current per-night room rates for additional nights or rooms beyond the RJO free room incentive are as listed, and are subject to change.

• Marriott: $157 plus taxes • Embassy Suites: $155 plus taxes

Your room may be reserved using either of these methods: 1) Phone: A specific representative has been assigned to work with the RJO group. To make your reservations at either of the host hotels, please call 877-465-9282.

2) Internet: Log in to RJOMembers.com and visit the Buying Show Section. If you do not have an RJO user name and password yet, call RJO at 800-247-1774.

For reservation questions, email groupresv@ nkycvb.com.

Cancellations: Hotel cancellations must be made 24 hours prior to arrival.

If you have registered for the show and are unable to attend, you must notify RJO at least five business days prior to the event (July 12) to avoid event charges. If you plan to attend the show but cannot make an event you’re registered for, also notify RJO at least five business days prior to the event to avoid being charged.

Member Registration Deadline: June 21

Meet-More-Vendors Challenge

Gold Standard Gold: Purchase Vouchers!

Play the Challenge, and you might end up $750 richer—and discover new vendors who can improve your bottom line. To participate, just walk up to the booths of ten RJO vendors you’ve never purchased from before, introduce yourself, and learn what they can do for you. Collect a business card from these RJO vendors, and place all ten in your special Meet-More-Vendors Challenge envelope, then submit it for the Monday Farewell Reception drawing.

Purchase vouchers can give qualifying members up to 2 percent additional savings on everything you purchase from our vendors in Covington based on your store’s 2012 purchase total.

1. Business cards received must be from a vendor you have NEVER purchased from before.

2. You must have 10 cards from 10 different vendors, not reps.

3. You need not be present to win.

2012 Purchase Total Additional Discount on All Show Purchases

$100,000 - $149,999.99: 1% $150,000 - $199,999.99: 1.5% $200,000 or greater: 2% Important: You must complete your Purchase Voucher Record, located in your registration packet, and return it prior to the end of the Buying Show.

Before the show, you can call the RJO office at 800-247-1774 to find out what your percentage will be.

Show voucher terms are six months.

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• Gold Standard • 2013 RJO Fall Buying FRIDAY Commissioned Custom Jewelry Design Workshop

Lee Krombholz, Krombholz Jewelers Award-winning jewelry designer Lee Krombholz will break down his approach to creating custom jewelry designs for his customers. Using the Matrix CAD program

by GemVision to design, Lee will go through several designs showing how he approaches each in the most efficient way. RJO bench jewelers attending this workshop: Lee invites you to e-mail design suggestions or requests to him in advance at lee@krombholzjewelers.com. He will pick two or three submissions to work with in this workshop. If your design is selected, you’ll receive the CAD renders and a wax model of the design. $75 for first attendee; $49 per additional attendee from your store.

1 - 6 p.m.

Lexington Thoroughbred Horse Farm and Distillery Day Tour

See the Optional Activities on next page for details.

Annual RJO Golf Tournament

See the member golf form in your Registration Packet for more information.

11:30 a.m.: bus departs from the Marriott 1 p.m.: shotgun start

Early Packet Pick-Up Friday: 4 - 6 p.m.; Saturday: 7 a.m. - 12:30 p.m.

User Meetings

- The Knot Presentation, “Marketing to the Bridal Customer” 7 -9 p.m.

- Abbott Jewelry Systems

1 - 3 p.m.

Happy Hour

Happy Hour will be held during the last 90 minutes of Sunday’s sales hours on the buying floor.

7 - 10 p.m.

4:30 - 6 p.m.

Stuller Bridge Reception 7 - 8:30 p.m.

Israel Trip Reception

RJO has partnered with its Israeli vendors to offer a hosted buying and site-seeing trip to the historic and breathtakingly beautiful country of Israel. The first trip will be offered in October 2013. If you are interested in learning more, please join us for this introductory reception.

SATURDAY Educational Seminars

(see grid on next page)

8:30 a.m. - 12:30 p.m.

General Membership Meeting and Luncheon 12:30 - 1:20 p.m.

Keynote Address “24 Karat Mindset”

Presented by Lowell Wightman Lowell Wightman will give you the chance to refine your definition of excellence while getting energized to adapt and adjust to change.

1:20 - 1:50 p.m. (time approximate after the general membership) Buying Floor Opening and Welcome Reception Buying: 2 - 7 p.m.

Reception: 5 - 7 p.m.

Antwerp/Idar-Oberstein Reception 7:15 - 8:30 p.m.

Personalized Antwerp Video Filming

Produce a free, personalized commercial on DVD promoting your past or upcoming buying trip to Antwerp.

- Saturday: 7 - 9 p.m.

- Sunday: 1 - 5 p.m.

SUNDAY Member and Vendor Joint Breakfast and Roundtables

A successful gathering of our retailers and manufacturers together for thoughtful discussion.

8 - 8:30 a.m.: Breakfast served 8:30 - 9:30 a.m.: Roundtable Discussions

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Press Release Program

RJO vendor Jim Grot of Grot Imaging will take your photo Sunday afternoon for a press release that we’ll send to your local news outlets.

6:15 - 7 p.m.

MONDAY Jewel-Craft Factory Tour

Join Jewel-Craft on a guided tour of their facility, located just 15 minutes from RJO’s Buying Show.

8 - 9:30 a.m.: Buses will depart at 8 a.m.

Sharing the Best of the NKY Experience

Facilitator Mary Peterson, RJO Let’s pass the microphone and hear from each RJO attendee about the best learning experiences in Covington.

8 - 9:30 a.m.

Farewell Event

Appetizers and beverages will be located throughout the showroom, giving everyone a chance to socialize, browse and buy from the exhibits one final time.

2 - 3 p.m.

BB Riverboat Dinner Cruise

See the Optional Activities on next page for details.

BIG. CASH. GIVEAWAY. We hope you’re always on the show floor during buying hours, but be sure to be there on the following dates and times.

- Sunday: 1:30 p.m. ($100) and 2 p.m. ($200) - Monday: 10:30 a.m. ($100), 1:30 p.m. ($200), 2 p.m. ($200), 2:20 p.m. ($200) and 2:40 p.m. ($500) Have your Big Cash Giveaway ticket (found in your show registration packet) with you at each drawing, and listen for the number to be called. You can increase your odds of winning by purchasing extra tickets at the show.

All proceeds go to the Jewelers for Children charity. You must be present to win.

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g Show • Covington, KY • July 20-22 •

New This Show

OPTIONAL ACTIVITIES

Photo IDs Now Required for Everyone at Buying Shows

FRIDAY

To ensure your safety and that of all retail members and exhibitors, beginning at the Gold Standard show we will require a photo ID and business card at registration check-in. You must present both items to receive your badge for access to the show floor.

LEXINGTON THOROUGHBRED HORSE FARM AND DISTILLERY DAY TOUR Come see why Lexington is called the “horse capital of the world” on an up-close-and-personal private tour of one of Lexington’s signature working thoroughbred horse farms. Then tour one of Kentucky’s famous bourbon distilleries, Buffalo Trace, where you’ll experience the art of bourbonmaking and learn why Kentucky’s weather and limestone water produce the mellow flavor and deep amber color unique to Kentucky bourbon. In between, a delicious lunch of local fare is planned at a historic mansion on the Kentucky River. $76 per person (includes transportation, tour, tour guide, lunch and distillery tasting) 8 a.m. - 6:15 p.m. ; (bus boards at 7:45 a.m. at the Marriott)

Stuller Bridge Program Reception

If you’ve attended a Stuller Bridge Program in the past, join others for a reunion and evening of reminiscences.

If you’re toying with the idea of attending an upcoming Bridge Program event, stop by to learn more.

Friday: 7 - 8:30 p.m.

Chat with RJO Leadership

During buying hours, you’re invited to take a break, sit down and have an informal chat with RJO’s chief executive officer, in the Buying Floor Lounge.

Saturday: 4 - 5 p.m.; Sunday: 1 - 3 p.m.; Monday: 10 - 11 a.m.

Israel Personalized DVD Filming

For members who have signed up for the upcoming Israel Experience this October or have an interest in attending, this will be your last opportunity to have a professional, personalized DVD video loop made for your store before the trip.

Sunday: 2 - 5 p.m.

MONDAY EVENING BB RIVERBOAT DINNER CRUISE Take a leisurely cruise down the Ohio River and enjoy the best views the Cincinnati area has to offer. Your $55 fare includes the cruise, a dinner buffet, iced tea, lemonade and water. A full cash bar will be available. To register, indicate on your registration form that you would like to participate, and return it along with your payment. The bus will begin boarding at 5:45 p.m. at the Marriott and will arrive at the dock prior to the riverboat’s scheduled 6 p.m. departure.

NEWPORT ON THE LEVEE If you have some free time, visit Newport on the Levee, a multilevel urban retail entertainment center located just 1.5 miles east of the RJO host hotels on the south bank of the Ohio River in Newport, Kentucky. The 490,000 square foot dining, entertainment and retail destination is anchored by the award-winning Newport Aquarium, a 20-screen AMC Theater, Star Lanes boutique bowling and GameWorks, and features several national and regional brand restaurants such as Brio Tuscan Grille, Mitchell’s Fish Market and Brother’s Bar & Grill, along with specialty shops, carts and kiosks. Drawing approximately 3.5 million people per year, Newport on the Levee is well-established as the No. 1 entertainment destination in the region.

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Marketing Matters: Reaching out and touching customers in 2013 Reaching out to new and current customers is getting a little more complicated isn’t it?

Back in the day you could pick up the phone and call their home or office. Or send them a letter or postcard in the mail. In some cases those options don’t even exist anymore. Many home phones are being dropped in favor of a mobile phone, and an awful lot of business is being done on that same mobile phone.

- What is the best way to directly communicate with this group that is so key to the success of your business?

- How do you like people to communicate with you?

- Would you appreciate an unsolicited text message? An e-mail every week about a sales opportunity? An e-mail through Facebook? A postcard in the mail? How ’bout a phone call at the office? Maybe a call at home?

These are just a handful of the options that we as businesspeople have available to us to connect with current and future customers.

They each have their place and time, but you need to establish which is the best way for you to use. Each store will be somewhat different, and each market also will be different. What works in Corning, Iowa, might not work in Peoria, Illinois.

And customers are different. You might have a great customer who loves social media and would love to hear from you through Facebook. Yet, another customer might really appreciate a personal phone call.

I can really only speak for myself, but I will share with you the experiences that I see through my own client base.

I find text messages to be intrusive, and they can be annoying. I’m typically not very kind to those who send me an unsolicited text, and I most likely would never do business with them. Businesses who fish for new customers via unsolicited e-mails fall into the same category for me. I was unaware that a new rain barrel could change my whole world.

Unexpected phone calls from businesses also are more often irritating than the text messages. Who hasn’t gotten a call telling

Make Sure RJO Has Your Most Up-to-Date E-mail Address PAGE 10

them that they need to look into refinancing their credit card or that no one has claimed their business name on Google? Those calls are never well received.

So what would work, then? A well-designed and informative direct-mail piece might grab my attention. A personal phone call (from someone I know) at work to alert me of a special opportunity would be very appreciated. Let’s say that I was a big fan of a certain line of shoes, and I got a call that a new pair came in today and that XYZ Store was certain that I would want to check them out the next time I was in the neighborhood. That’s not intrusive to me ... that’s just a great salesperson with a personal touch.

A personal e-mail would work the same way for me. On the other hand, a series of e-mails that were just blasted to everyone would not be well received. E-mails should be educational and informative. E-mails should be sent sporadically, and I would not recommend more often than every two weeks. Weekly e-mails would have to be very special (such as reminding you of an impending deadline) to not be considered annoying.

As you can see, there is no easy answer to this question of what communication method works best, but the options are various and you might be best advised to select two to three different options depending on different levels of your customer base. Reaching new customers is probably best done through direct mail, print or electronic media. Less personal, but less intrusive as well.

The lifeblood of a business—communication—has become easier yet more difficult at the same time.

Choose wisely.

Michael C. Woody is President and Chief Idea Officer of Capital Ideas. He has nearly 30 years of experience in television advertising and loyalty marketing. Phone: 515-556-5373.

E-mail: MichaelC@ideas2burn.com Website: www.ideas2burn.com

To make our contacts with you more efficient and timely, RJO is increasing the use of e-mail as a contact medium. From regular electronic newsletters to buying show announcements, our e-mail notifications are getting more common and more important.

If you’ve changed your e-mail address lately or would prefer to receive RJO communications at a new or different address, please let us know.

Address updates and changes can be directed to Mary Harger in the RJO office at: mary@rjomembers.com or call the RJO office at: 800-247-1774.

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The Israel Experience:

Member Registration Deadline: June 21

A helpful primer for the first-time traveler to Israel To make your Israel experience as easy as possible, RJO and its sponsoring vendors have gathered information to aid in your travels.

More information is available from Pauline Berger or Connie Matsen in the RJO office.

Prepare Your Passport in Advance The United States standard passport application takes between four and six weeks to process, from the date you submit your completed application form and passport photo. Be sure to budget extra time to fill out the application, submit an official copy of your birth certificate and schedule a session to get passport-sized photos.

your departure. After your passport has been inspected, you will continue to the passenger luggage area. Carts will be available for your luggage in this area. From here you will continue to Customs control and to the airport exit.

Go Ahead and Drink the Water Israel municipal water standards are equivalent to U.S. standards. Israeli tap water is clean and safe, but does have a high mineral content. Travelers can choose from a variety of bottled waters.

Departure from Israel Passengers should arrive at the airport three hours before departure time. Passengers must undergo a security check before approaching their airline’s counter.

Passengers and their luggage are inspected by airport personnel. Once luggage has been checked in, you’ll receive your boarding pass and seat number and proceed to Customs.

Keep your Possessions on Hand It’s tempting to put your bags aside, but never leave your bag unattended.

Unattended bags attract suspicion, and the police are summoned to inspect them.

Money Israel’s currency is called shekel. The exchange rate is usually about four shekels to one U.S. dollar, but as with all conversions, the rate fluctuates. ATMs, banks and currency exchange locations are easy to find while touring Israel.

Protect Your Small Appliances Israel uses 220 volt current and a unique plug shape. If you do not have a U.S. to Israel voltage converter, most Israeli electronic shops carry them for between 50-200 shekels.

Arrival in Israel Visitors will undergo a security check and are requested to present a passport that is valid for at least six months from the date of

Weather During October, the average high is 92°F and the average low is 50°F; there is very little precipitation in October.

Keep Your Identification on Hand Israeli law requires all residents and visitors to carry ID. Foreign visitors should carry a valid passport, with a current entry stamp.

Police can stop individuals and ID. Recommended Dress In most of Israel, you will be comfortable wearing what you like. However, some places are considered holy sites; modest dress is required. Some require men and women to wear head coverings, so bring along a scarf or hat. Women may wish to cover their arms completely. Wear comfortable walking shoes.

Meet the RJO Staff: Mary Harger On the 10th of this month, RJO’s Mary Harger reached the milestone of having worked at RJO for 22 years. “I was hired to post invoices to accounts,” says Harger, “which we did by hand.”

Harger’s current title is Administrative Services Manager, though she offers, “somewhere along the way, my title became “Jack of All Trades, Master of None.”

Harger was born and raised in Newton, Iowa, home of RJO’s national office. She still lives there today. Her family includes her husband of 44 years (“the wonderful man” Don), and the couple has three children. Additionally, they are grandparents to four “energy-filled and very sweet” children. Harger also counts four “grand-dogs” among her brood. “They are as much fun as the grandchildren,” she says.

When not playing with the kids or the dogs, Harger says she likes to “boat, camp, fish and play slot machines.”

Her main current role is to serve as a liaison between the RJO’s vendors and RJO, yet Harger’s duties are much broader than that.

“I work on and attend the shows, I do the Member Directory, I work with vendor agreements, and I work with the Merchandise Review Committee, coordinating information from prospective vendors,” says Harger. “I basically do whatever needs to be done, working closely with Mary Peterson and Sarah Streb.”

“I work with some great people, and we seem to make memories all the time,” she says. “My all-time favorite memory is from the 2009 San Antonio Show. My husband attended, and it was our 40th anniversary. Mary, Sarah, my co-workers (who are really more like friends), vendors and our convention service company arranged for many wonderful moments, such as a special dinner on the River Walk, limo to dinner and back, flowers, cards, a tray of goodies delivered to our room and much more. It was so incredible, words can’t explain the feeling you get when so many people work to make things extra special for you.”

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The Ultimate Jeweler Resource

P. O . B o x 1 0 4 5 N e w t o n , I o w a 5 0 2 0 8 8 0 0 - 2 4 7 - 1 7 7 4 FA X : 6 4 1 - 7 9 2 - 9 2 5 1 r j o m e m b e r s . c o m

CALENDAR OF June 21 - Retail Member Show registration deadline.

- All invoices due in RJO Office.

July 4 RJO Office closed for Independence Day. July 10 All payments must be received in RJO Office.

July 19-22 Fall Buying Show “Gold Standard” in Covington, KY. July 23 All invoices due in RJO Office.

August 12 All payments must be received in RJO Office.

August 23 All invoices due in RJO Office.

NEW Christo Jewelers Todd Iaquessa, Maricela Lee Cinton, CT

Davis Jewelers Raymond Wilson, Kelsie Templeton Donalsonville, GA

David Mann Jewelers

Green’s Jewelers Inc.

86 Main St. Geneseo, NY

Ashley Green Miller Roxboro, NC

Referred by Stew Brandt H. Brandt Jewelers Natick, MA

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events

members

Scott and Sons Fine Jewelry

Drew Scott, Lori Billie Amelia Island, FL Referred by:Al Harring Quality Gold Fairfield, OH

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.