In the Loupe June 2022 by RJO inc

SHOW REGISTRATION CLOSES MONDAY, JUNE 27!

I N

T H E

LOUPE

The Premier Jewelers Cooperative

June 2 0 2 2 • I s s u e 1 0 3 IN THE KNOW WITH RJO Riding the Wave SEE PAGE 2

FROM THE RJO FACEBOOK PAGE A Commission Conundrum SEE PAGE 3

RJO MEET ME New Member Service SEE PAGE 5

EUROPEAN TRIP Scheduled for Oct. 9-16 SEE PAGE 4

VENDOR PROFILE Interings

SEE PAGE 6

COVER STORY Top Tips for Salespeople SEE PAGE 12

Summer Speakeasy: An Exclusive Getaway for Only the Country’s Finest Independent Jewelers SERVING AS RJO’S SUMMER Buying Show’s host city, Minneapolis (The Mini Apple) oﬀers a welcoming Midwestern feel inside a friendly and dynamic metropolis, all surrounded by the mighty Mississippi River. This quaintness is the perfect cover for the glitz and glamour of our Summer Speakeasy. And just in time for RJO members descending on the city, the iconic sculpture Spoonbridge and Cherry has been freshly painted and restored. Talk about a photo opportunity! In addition to the great deals you’ll find on the Buying Show floor, RJO is once again oﬀering its popular

membership benefits as well, including: • up to three consecutive nights’ stay at the oﬃcial Show hotels. • buying discounts (up to 3%) courtesy of RJO Purchase Vouchers, • one $10 lunch coupon (for concessions on the buying floor) for each store. Just as you would expect, this members-only Summer Speakeasy gives you the opportunity to hear from leading experts with insight into current and future jewelry trends. You’ll have plenty of chances to network, find some deals, and learn in educational seminars. Don't keep our Speakeasy a secret any longer, by registering for the Buying Show today! The Registration Deadline is June 27, and you can sign up today here.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

In the Know with RJO

Riding The Wave THIS YEAR I’M BEGINNING my 20th year of serving RJO, and I’m pleased to see the organization continue to grow, both in sales and membership numbers and in our ability to quickly reinvent and revitalize. Common RJO selling points over the years have been our services and products to help members sustain, grow or transition their stores. We have focused on helping stores maintain their profitable business, even as the markets and environments challenge and change them. We’ve been successful with this approach, and we will continue it, as our membership continues to grow around these themes. Reinvention and revitalization entered my thoughts recently because in the past few years a new focus has emerged: helping members handle significant growth and success. While it’s a goal for nearly every store, sudden and substantial increases in sales is happening in a way we haven’t seen before. Many members are reporting excellent sales, some double or triple yearover-year, and some even more than that.

Rather than sit back and rest on a “congratulations, job well done” approach, RJO is finding ways to meet this new trend of growth, which I see as similar to riding a wave. We’ve expanded our exclusive services — such as RJOMeet.me—to have members work more closely with one another; we’ve added speakers and seminars to help address productivity and current market trends; and we continue to look for vendor partners that meet the needs of our membership, aiding in our continued growth. RJO has always asked, “How can we best help?” and that continues to this day. I can assure you we’re ready to help, no matter where you are in your success. I look forward to seeing you all in Minneapolis next month,

Sarah Streb RJO CEO

RJO Board News THE RJO BOARD of Directors election was held at the beginning of this month. We truly thank all of the candidates who showed their commitment to this organization by running for a seat on the Board. Congratulations to those elected: Terry Dickens, Herteen & Stocker, Joe Schiavone, Z's Fine Jewelry, and Sarah Stegeman, Sturhahn Jewelers.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Joe Schiavone, Z's Fine Jewelry Terry Dickens, Herteen & Stocker Jewelers (incumbent) Sarah Stegeman, Sturhahn Jewelers Kim Colucci Lizzi, Kim's Fine Jewelers Seth Shipley, Shipley's Fine Jewelry Joe Koester, Herzog Jewelers (incumbent)

Jeffrey Bramblet, Ross's Fine Jewelers Nick Fratto, Anthony Jewelers Mark Loren, Mark Loren Designs, Inc.

SHOW REGISTRATION CLOSES MONDAY, JUNE 27!

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 the middle of last month:

Centralized Billing Patronage Dividend RJO Website (rjomembers.com) Buying Shows (Fall/Spring) In the Loupe – RJO’s newsletter Free Print and Radio Ad Library (on the RJO website)

Reply One: The original salesperson keeps their commission. If the new item is a higher price, the second salesperson gets the commission on the diﬀerence.

Educational Seminars (at the Buying Shows)

Reply Two: I would give the refund to the original salesperson, and the new sale would be split between the original and new salesperson. But Kate Peterson would be my go-to for that question.

Member-to-Member Incentive Program (Recruitment Program)

Organized Buying Trip to Antwerp RJO Directory Travel Vouchers at Shows (offered at varying times)

Free Hotel Room Incentive (at the Buying Shows)

The Aforementioned Kate Peterson: There are lots of variables here ... most of which turn on the integrity of the new salesperson, as well as team training around how to ask the right questions and save a sale. In general, though, I think the first two replies are both correct. If the new sale is for more, the original sale and the commission stay with the original salesperson and the new one is rung as an exchange, with the second person getting commission on the diﬀerence. If the new sale is less, the original salesperson takes the return, and the new sale is split between the original and second salesperson. Reply Three: We did a shared commission to everyone—even the bench jewelers—at the end of each month if we reached goal (with the goal being to make more than the same month in the year prior).

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)

Post: I have a question. We oﬀer commissions, an hourly wage, and bonuses for our staﬀ, and there seems to be confusion on a particular problem we are having with commissions, which is: If a salesperson sells an item to a customer—who then returns it—and another salesperson sells them something else, who gets the commission? Please let us know your thoughts!

Reply Four: I have found sharing is always the best way, as it becomes a team eﬀort. You might make a little less in the end, but it makes for a better working environment. Reply Five: I say if the client returns an item, the salesperson loses the commission. If the client buys another item from another salesperson then that salesperson gets the commission. Reply Six: The second salesperson rings both the return and the new sale under their name but only gets commission on the diﬀerence.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Sign Up Today: RJO Europe Trip Set for October 9-16 FOR THE FIRST TIME IN ... well, too long, RJO is once again sponsoring a trip to Europe this fall. With travel restrictions lifting around the world, now more than ever, we want to encourage you to consider traveling with the RJO ambassadors to Antwerp, Belgium, this October. RJO's "2022 European Rock Tour" is a hosted purchasing event which allows RJO members to become a Direct Diamond Importer in their community. This year's trip is packed with exciting new experiences geared directly toward helping you create a successful marketing strategy. You and your traveling colleagues will be provided all the tools needed to make this event a hit with your customers. The Tour includes a personal guide through Antwerp's historic Diamond District, oﬀers you a world of color, and introduces you to creative design opportunities. Everything you need to build a successful campaign will be at your fingertips with the support of some of RJO's finest vendors. Registration currently is open for the 2022 Rock Tour. Complete this Commitment Form before Wednesday, August 31st to receive a coupon book containing more than $1,000 in vouchers to use on your trip. With the help of our generous sponsors, RJO has created additional incentives to encourage early registration in exchange for extra savings on your trip, including: • An extra 1% from RJO on purchases made in Antwerp • Free Gift-with-Purchase from participating vendors • Specials and credits when shopping in Antwerp • Special terms from Antwerp vendors

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

SHOW REGISTRATION CLOSES MONDAY, JUNE 27!

Comfy Branding: RJO For Everyone You Know THE RJO FOUNDATION continues to add new apparel and accessories to its exclusive online store, with new styles, colors, and makers. From brands like Bella+Canvas, Nike, and New Era, you are sure to find the perfect fit for you and your staﬀ. Proceeds from sales of these items are used to sustain the RJO Foundation Scholarship program, which provides scholarships and grants to RJO retail owners, vendor owners and their employees. To date, the RJO Foundation has

awarded RJO members more than $83,000 in scholarships. The RJO Foundation Winter Buying Show t-shirts and related clothing sales raised more than $750. The RJO store oﬀers men, women, and youth sizes of t-shirts and sweatshirts in a variety of colors, all carrying our classic RJO logo. Accessories include face masks, keychains, scarves, stadium seats, blankets, totes, and water bottles. Show your support by visiting the store here.

Exclusive RJO Technology You Can Use Today DID YOU KNOW THERE ARE SYSTEMS provided by—and exclusive to—RJO? As the saying goes, membership has its privileges, and in this case, it could not be more true. Whether you want to create more custom work in the store, source a new RJO vendor, identify and source a particular piece, or simply browse ideas to add range to your store, it’s all available right now. RJOCustomHatch This is a portal enabling any RJO member to get multiple quotes on custom design pieces from RJO vendors. Think of it a bit like your favorite “insurance comparison site.” You enter what you need, and companies send you quotes. It’s the same with RJOCustomHatch, but only for RJO members to get quotes from RJO custom vendors. The system is built to get you the best price and/or service for what you need. This brings your custom bench limitations to ... zero. You can technically have as much custom work as you can handle administratively. RJOMeet.Me Let’s say you need to source a product or service in RJO. How do you do it? You can ask (through social media, say), but at RJOmeet.Me there’s an entire system set up for you to research, find, contact, and even order items from RJO vendors. It’s a search engine, a product finder, a social tool, a communication system, and much more—all designed to help you find what you need. More than 170 vendors and hundreds of retailers already use it.

Repair.Jewelry Lastly, there are RJO-exclusive systems designed to help you market your store online. Don’t confuse these with websites, as they are more like ad marketing systems and lead generators. Repair.Jewelry has been operating for three years and has directed thousands of would-be repair shoppers into RJO stores. This platform is launching two new systems in Minneapolis, all exclusive to RJO. If you have repair, custom design, or estate sale services, these will interest you. It’s worth remembering when you support these RJO initiatives simply by using them, you keep business within the RJO group, and that directly benefits the group value (and your dividend). All these systems have been designed to do exactly that, so make sure to use your own systems rather than those provided by others. It’s a win-win situation for the group and your bottom line. These three RJO-exclusive services are oﬀered by VRB Internet Solutions Ltd., an RJO web developer vendor. VRB has been creating and managing web sites, systems, and digital marketing programs since 1999, and they are hosting a Saturday seminar at the Summer Buying Show. If you want to know more, there also will be a “super-quick” talk at the Show luncheon, and there’s a booth on the Buying Show floor, so you’ll know what’s available, plus how and when to use it.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Vendor Profile

Interings: Everyone Loves Prakash IN THE TWO DECADES OF COVERING RJO, its Buying Shows, and its members, a consistent reaction when someone mentions vendor Interings is “Oh, Prakash is amazing.” Prakash in this case is Prakash Mehta, who manages Interings, along with his wife Sarayu and their two sons, Bhavin and Gaurav.

open markets in the United States, India, Hong Kong, China, and Bangkok. We also produce a substantial part of the jewelry in the United States by using subcontractors.”

Prakash has been recognized with RJO’s Lifetime Achievement Award in 2013, and this year he was recognized as an outstanding alumnus from his college. In their outreach to alumni, Mugneeram Bangur Memorial (MBM) Engineering College, a university in Jodhpur, Rajasthan, India, publishes occasional profiles of its students, entitled, “MBM Stories.” In March of this past year MBM published a profile of Prakash, titled, “Professional Journey of an Electrical Engineer to a Jewellery Manufacturer,” which is available to view online here.

All sales are made by Prakash, along with his wife and his sons, with the help of sales associates. Currently Interings serves Prakash Mehta about 2,500 customers, comprised of small Mom-and-Pop retailers to multimillion-dollar stores. Interings currently exhibits in 10 diﬀerent jewelry shows and is a member of all major jewelry organizations.

The profile recounts Prakash’s love of cricket, his journey—more than 40 years ago—to join his family in New York, the innumerable phone calls he made to jewelers across the country, and the eventual growth of Interings to the prominent vendor it is today.

“We use various jewelry shows as well as telemarketing to generate sales,” says Prakash. “Orders for customers also are taken at the RJO Buying Shows and other trade shows, and then merchandise is made per order. Interings sales for the past three years have been growing, with a steady percent increase per year.”

Starting by oﬀering a small line of diamond earrings and pendants, Interings today oﬀers a full line of fine jewelry.

Future plans for Interings include expanding the jewelry business to guild stores. Prakash says Interings plans to increase its large diamond and color stone business. He says they now oﬀer lab-grown diamonds and other lab-grown jewels, which have become very strong product lines in their business. Interings also has launched a business-to-business website for marketing purposes.

“We sell all types of gold, platinum, and diamond jewelry,” says Prakash. “Besides jewelry, Interings also sells loose diamonds and colored stones to our customers. We buy our diamonds and jewelry from

Interings, Inc. is located at 62 West 47th Street Suite 909, in New York, NY. Phone: 800-223-7868 Website: www.interings.com

“Very humbly,” says Prakash, “I share this journey as being blessed to have been included by this communication amongst the Distinguished Alumnus of MBM Engineering College.”

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.

SHOW REGISTRATION CLOSES MONDAY, JUNE 27!

RJO Summer Buying Show 2022

Unlike most speakeasys, RJO makes it easy to get into this one. No password necessary. But there are some rules you need to follow, such as registering for the Show, making your own hotel reservations, and adhering to some simple safety and health rules.

Member Registration Deadline: June 27, 2022 Show Location Minneapolis Convention Center Exhibit Hall E 1301 Second Ave. S Minneapolis, MN

Stay for Free RJO will cover up to three nights stay for qualifying stores. Rate is only applicable on stays longer than three nights and/or shoulder dates not included in the incentive. RJO does not cover upgrades or additional persons. Currently our first hotel is sold out, so reservations need to be made at our overflow hotel, the Millennium Minneapolis. Click here for reservation information.

Important! ID Badges and Health Wristbands Badges and health screening wristbands will be required to enter any RJO event, including the kick-oﬀ reception, seminars, the buying floor, and meal functions. Though it has become standard procedure, be aware RJO requires a photo ID and business card upon registration check-in. Both items must be presented to receive your badge for access to the Buying Show floor. Additionally, you must receive a pre-screen wristband. To receive your wristband, you will need to pass the daily text waiver and the temperature screening. There will be new colored wristbands needed for entry every day.

Purchase Vouchers Discounts 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 2021 purchase total. This information will be available at the Show registration desk, or you can call us. 2021 Purchase Total Additional Discount on All Show Purchases $100,000 - $149,999.99: 1% $150,000 - $199,999.99: 1.5% $200,000 - $499,999.99: 2%

Sunday Lunch Coupons Our very generous vendors again are sponsoring one $10 coupon per store, good at any concession stand on the Show Floor on the Sunday of the Show. You can thank the vendors by spending the time you save on additional shopping before the Show closes.

$500,000 or greater: 2.5% $750,000 - $999,999.99: 2.75% $1,000,000 or greater: 3% 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.

FRIDAY, JULY 29

Bering Time Meeting 1:30 - 2:30 p.m.

Show & Event Schedule

IGI Meeting 2 - 3 p.m. JD & CO Meeting 2:30 - 3:30 p.m. Allison-Kaufman Meeting 3 - 4 p.m. Box Brokers Meeting 3 - 4:30 p.m.

SATURDAY, JULY 30

Seminar Continental Breakfast 7:30 – 9 a.m. Seminar/Member Show Registration 7:30 a.m. – 12:30 p.m.

SUNDAY, JULY 31

MONDAY, AUGUST 1

Joint Breakfast & Vendor of the Year Awards Presentation 7:30 a.m. – 9 a.m.

Sharing the Best of Your Minneapolis Experience & Continental Breakfast 8 – 9:30 a.m.

Brain Gain Breakouts 8:15 – 9:30 a.m.

Educational Seminars 8:30 a.m. – 12:20 p.m.

Show Registration Desk Opens 8:30 a.m. – 5:30 p.m.

Varsha Meeting 4 - 5 p.m.

General Membership Luncheon and Keynote 12:30 – 2 p.m.

Buying Floor Opens 9:30 a.m. – 6 p.m.

EDGE User's Meeting 4 - 5:30 p.m.

Member Show Registration 1 – 7 p.m.

Chasin' Dreams Meeting 5:30 - 6:30 p.m.

New Member Orientation 2 p.m.

Heera Moti Meeting 5:30 - 6:30 p.m.

Buying Floor Grand Opening 2 – 7 p.m.

Mercury Ring Meeting 4 - 5 p.m.

Lavish Meeting 5:30 - 6:30 p.m. New Member Reception & Orientation 5:30 p.m. RJO Kick-oﬀ Reception & Tower Displays 6:30 – 8 p.m.

RJO Happy Hour 5 – 6 p.m. Buying Floor Closes 6 p.m.

Show Registration Desk Opens 8:30 a.m. – 3 p.m. Buying Floor Opens 9:30 a.m. – 3 p.m. Farewell Event 2 – 3 p.m. Buying Floor Closes 3 p.m.

OFF-SITE EXCURSION Top Golf, 6:30 – 9:30 p.m.

Buying Floor Welcome Reception 5:30 – 7 p.m. Next Gen Reception 6 – 7 p.m. RJO European Rock Tour Reception 7 – 8:30 p.m.

Gems One Meeting 7:30 - 9:30 p.m.

TOP GOLF EXCURSION

Get ready for some friendly competition and Top Golf is your playground! Luxury motor coaches will whisk you away to a great experience with a team golf competition, private rooftop event space, food, cocktails and two hours of unlimited golf. Grab some friends and sign up for an evening of fun at Top Golf! Departs hotel lobby at 6:30 p.m. Sunday, July 31st. Arrive back at hotel around 9:30 p.m. 45 - 112 spots available. $175/person (includes transportation, two hours of unlimited golf, private rooftop event space, contest, prizes, food and 2 drink tickets per person.

KEYNOTE PRESENTATION: Innovation at the Speed of Life Saturday, July 30: 1:25 - 1:50 p.m. Speaker: Benjamin Smithee, CEO, The Smithee Group Ben is CEO of The Smithee Group (TSG), a Digital Growth Agency that oﬀers a full suite of digital marketing and media solutions that leverages their extensive expertise in research and analytics, where many agencies today rely on assumptions and guesswork. TSG’s mission is to empower entrepreneurs and businesses to dream bigger and achieve multi-generational integrity. Along with his role as an Advisor to the Black in Jewelry Coalition, Ben currently is the Executive Vice President of the Board of Trustees for Big Brothers Big Sisters of NYC, as well as serves on the Board of Directors for Gem Legacy, which supports the artisanal mining communities in East Africa with education, training, childcare, healthcare, and business opportunities. When not in the business and non-profit worlds, you can find Ben on the track racing cars, on the mountain snowboarding, or on the links playing golf.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

SHOW REGISTRATION CLOSES MONDAY, JUNE 27!

Educational Seminars

RECEPTIONS FRIDAY

8:30 - 9:20 a.m. TRACK ONE: ABC’s of Digital Marketing Tammy Benda, Buzz Advertising TRACK TWO: What You Need to Know About Your Retirement Sale Chuck Frey, Charles Frey & Associates TRACK THREE: Learn RJO’s Exclusive Web Systems in 50 Minutes Andy Boundy, VRB Internet Solutions TRACK FOUR (BUZZ SESSION): High-End Retail Means High End Security! Kate Peterson, Performance Concepts 9:30 - 11:20 a.m. TRACK ONE: Digital Breakthrough: Why Your Brand and Digital Advertising is Already Out of Date … And How to Fix It! Ben Smithee, The Smithee Group 9:30 - 10:20 a.m. TRACK TWO: Cutting Through the Clutter: Eﬀective Ways to Activate a Sales Promotion Robin Lang, Tokio Marine & Ken Scott, Million Dollar Media

TRACK THREE: Five Silver Bullets of Productivity Brad Huisken, IAS Training TRACK FOUR (BUZZ SESSION): Getting the Most of your RJO Membership Erin Sharp & Sabrina Smead, RJO

10:30 - 11:20 a.m. TRACK TWO: From Ordinary to Extraordinary: Keys to Successful Sales Events David Artinian, Artinian Gems

TRACK THREE: Identifying a Fake ID Glen Garrity, Professional Security Consultant TRACK FOUR (BUZZ SESSION): Compensation Conundrum and Baﬄing Benefits: What Does It Take to Attract Top Talent Today? Kate Peterson, Performance Concepts 11:30 a.m. - 12:20 p.m. TRACK ONE: Finding Your Remarkable Brand Keirsten Heitman, Poppi Branding Co

TRACK TWO: Drive Local Customers to Your Jewelry Stores by Optimizing Your GBP (Google Business Profile) Guy Pineda, Jewelry Store Marketers TRACK THREE: Engaging Long Time Staﬀ Brad Huisken, IAS Training TRACK FOUR: A DIFFERENT KIND OF BUZZ: A Panel Discussion Taking a Deep Dive Into the Current Diamond Market Kate Peterson, Performance Concepts

KICK-OFF RECEPTION: WELCOME TO MINNEAPOLIS

Grab a bubbly champagne or a Bee’s Knees cocktail as you enjoy the sultry sounds of the 1920 jazz singer to keep the mood swinging. Sponsoring vendors will have showcase towers available to give you the first look at products. Friday: 6:30 - 8 p.m.

SATURDAY OPENING DAY RECEPTION This casual open house style event will be in the lounge with music, hosted complimentary snacks and beer and wine before the buying floor closes. 5:30 - 7:00 p.m. NEXT GENERATION RECEPTION

We invite all attendees of the RJO Next Gen Experience to re-connect, chat about progress, and share their stories. We also invite members, under 40, to this casual get- together to connect with peers facing many of the same opportunities and challenges in today’s independent retail climate. 6 - 7:00 p.m. EUROPEAN ROCK TOUR RECEPTION Join us at this reception to learn about the upcoming RJO European Rock Tour designed to answer all your questions and build enthusiasm to not only pre-sell enough diamonds and colored stones to pay for your trip, but increase your store's overall sales. Hear from trip hosts on ways to maximize your store's selling ability and profitability. 7 - 8:30 p.m.

SUNDAY SHOW FLOOR HAPPY HOUR 5 – 6 p.m.

MONDAY FAREWELL RECEPTION 2 – 3 p.m.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

NEW VENDORS Jewelry Store Marketers

Paramus, NJ Guy Pineda (855) 815-3935 www.jewelrystoremarketers.com Jewelry Store Marketers has been building websites and providing marketing services for 15 years. We help local jewelry stores get found on organic searches through Search Engine Optimization (SEO), other digital marketing activities, as well as a fantastic online presence. We provide complete services to help any local jeweler gain more exposure and customers through hard work and solid marketing strategies. We pride ourselves in providing extreme value to our clients.

Picup Media

New York, NY Kevin Saw (212) 517-4717 www.picupmedia.com

PLAN

NOW

FOR OUR NEXT BUYING SHOW!

Picup Media is the world’s leader for jewelry photography and e-commerce solutions, working with more than 12,000 jewelers globally since our inception in Sydney in 2014.

TracTech

New York, NY Keven and Jordan Peck (212) 682-4172 www.tractechsystems.com TracTech Systems provides RFID systems to jewelry manufacturers, retailers, and wholesalers, giving them the ability to maintain control quickly and accurately over their inventory while saving employee time—and dollars spent— on inventory processes. In addition, TracTech can provide you with in-depth business intelligence needed to drive your purchasing decisions and improve the customer experience. Our system seamlessly integrates with more than 25 point-of-sale and ERP software packages specific to the jewelry industry. Including,but not limited to, The Edge, Logicmate, Jewelry Shopkeeper, BusinessMind, wJewel, Diaspark, and ARMS. For terms and discounts, visit RJO’s online Vendor Directory

July 2022 • Minneapolis, MN

Future Show Locations January 2023 • San Antonio, TX July 2023 • Philadelphia, PA January 2024 • Palm Springs, CA July 2024 • St. Louis, MO February 2025 • Phoenix, AZ July 2025 • Schaumburg, IL

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

SHOW REGISTRATION CLOSES MONDAY, JUNE 27!

Jewelers Mutual® Group

A Disaster Plan for Your Jewelry Business JEWELRY TRADE SHOWS and wedding season aren’t the only signs of summer. Severe storms and natural disasters become widespread once temperatures start rising. Every area in North America can be impacted by severe weather to one degree or another and the damages can be catastrophic. Visiting The Clarity Blog is a great first step to getting educated on the ways you can protect your business from individual disasters. The best way to ensure the long-term success and safety of your business and employees is to create a disaster plan that accounts for all types of potential threats. According to the U.S. Small Business Administration, an estimated 25% of small businesses do not reopen after a major disaster. Preparation is critical and every jeweler needs to know how to make a disaster plan. The best way to ensure the success of your disaster plan is to create one tailored to the specific needs of your business. Here are four things that will help you build a solid foundation for your disaster plan.

1. Identify equipment to have on-hand that will protect your property and inventory Here are some general items to always have on-hand that will increase your safety: • Backup generator • First aid kit • Extra storage for items normally left out of a safe • Space for signs, banners, and other displays that could cause damage to other parts of your property or surrounding properties during high winds • Tools and accessories for minor repairs

2. Determine how your financial records and data will be backed up Tax information, inventory records and customer data could be more important than the physical assets of your business during and after a disaster. If you lose data that is not properly backed up, it is essentially gone forever. Also, it’s worth keeping physical copies of essential information on hand if you can’t access information located on a hard drive or in the cloud. No matter how your information is stored, remember to make sure it’s secure and not at risk of being compromised.

3. Create a list of key stakeholders to communicate with before, during, and after First and foremost, make sure every employee is in the know. Regularly updating phone numbers and emails will help ensure this. Also, appointing one person to coordinate updates will help avoid message confusion and keep everyone on the same page. Next, determine the key parties that will help you recover from the damage. In addition to your insurance agent and insurance company, this includes contractors, vendors, and other business partners Assigning a point-person to manage these relationships who reports back to your general communication manager can help messages be delivered accurately. As you prepare for the unexpected to keep your business running strong, use an emergency planning checklist, such as this one oﬀered from Jewelers Mutual Group.

4. Have the right insurance coverage Don’t assume you’ll be covered for any peril that threatens your business just because you have insurance. Some business owners find themselves paying extra out-of-pocket expenses after a claim is filed because they don’t have well-rounded coverage or have improper limits. Asking yourself questions like these can help make sure you’re adequately covered if a disaster were to strike:

• Are my inventory figures up to date? • Is my building and business personal property valued correctly? • Could I be liable for damage to a neighbor’s property, too? • Will I be covered for any amount of lost earnings during the time when my business is closed due to the disaster? If you want to learn more about how you can keep your jewelry store safe 24/7, contact your Jewelers Mutual agent.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

COVER STORY

12 Tips for Retail Salespeople [ Excerpts from Peter Smith’s latest book ] In his most recent book, The Sales Minute: 101 Tips for Retail Salespeople, author Peter Smith acknowledges a section of salespeople in the U.S. aren't very good at what they do, and he refers to their activity as simply "clerking." He does note, though, there are very good salespeople to be found, those who "inspire consumer behavior and who believe themselves to be committed sales professionals." Among the places to find these very good sales professionals, says Smith, is "better quality retail environments, such as jewelry stores," among others. Among Smith's 101 tips are some which address concerns more directly associated with jewelry sales, and they are presented here (in no particular order). For many, these tips will be familiar and part of daily behaviors, but you may find new perspective with the help of the author's context. For others, Smith's work can help turn average salespeople into very good ones.

Sell What’s Healthy for the Business In a perfect world, all products in a store would be equally profitable. That, however, is rarely the case. Out of necessity, many stores carry products that on their own would not provide enough profit to sustain the business. The brands or products are deemed necessary to support the broader business objective

but can, if they consume a toolarge portion of the sales, place a drain on margins and profitability. Blindly reaching for those products, especially if they are at lower price points or loss leaders, can put an unnecessary strain on the business. Salespeople should know what categories, brands, or products the store deems essential to the profitability of the business and ensure those products are front and center when they align with the customer’s needs.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

SHOW REGISTRATION CLOSES MONDAY, JUNE 27!

Don’t Information Dump Have you ever wondered why the best salespeople are not always the most well versed about your products’ features and benefits? Have you ever found yourself scratching your head watching a new salesperson make a big sale without mastering the nuances of your products? What great salespeople know is sales is about triggering emotions, not taxing customers with irrelevant details and unnecessary facts. Our brain weighs two or three pounds yet requires 20 percent of our body’s energy to function. Its primary mission is to not overly tax itself—and there is no better example of that than watching a customer disengage in the middle of a product diatribe. It is important to know your products well enough to speak to them, but the goal is to connect on an emotional level, not to impress customers with your brilliant cognitive recall.

Dress the Part Never underestimate the transformative power of rituals, and one of the most powerful rituals is choosing how we dress each morning.

In the simple act of selecting our attire for work, we begin the transformation into professional mode as we prepare for the day ahead. The change is both psychological and physiological. If we look the part, we feel the part. Fewer stores today seem to have dress codes, but if you need a rule of thumb, here it is: if you are dressing more casually than your average customer, you’re probably underdressing. If it is possible to do so, fly your club colors. Wearing your store’s products is the best way to advocate for them and sends a clear single to your prospects you believe in what you are selling.

Using Humor Humor has played a key role in evolution, relieving stress, lowering blood pressure, and providing a coping mechanism in diﬃcult moments. It is also a terrific way to make a human connection and break the ice when meeting customers. Sales is not the place to practice your standup routine but wearing a smile on your face and demonstrating humility and warmth, with a little selfeﬀacing humor, can endear you to your customers and help mitigate minor stresses and awkward silences. Remember, people are more likely to buy from someone they like and bringing a smile to your customer’s face will always be a positive development.

Emotion Sells Even the most cursory reading on the psychology of buying will reveal customers buy emotionally, not logically. If you are trying to sell to customers based on logic, rationale, and your cognitive prowess, you won’t engage the limbic connection in your customer’s FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

brain, the area that really makes the decision. You will also increase the likelihood of your customer shutting you down and taking their business elsewhere. In a highprofile study of customer buying behaviors, the data showed customers who bought emotionally delivered a 23 percent premium on the sale, whereas customers who bought logically delivered a 13 percent discount. As Oscar Wilde once opined, “Man is many things, but he is not rational.”

Set Goals for Yourself Having goals is like having a GPS for your own performance. The most obvious examples are daily, weekly, and monthly sales goals. Topline sales performance is the easiest metric to drive business, and it is usually the most transparent. After all, in sales, the scorecard will always matter. But there are other measures to drive your performance. What is your average sale? How many units can you sell in a day? Can you improve your personal conversion rate? Can you sell x amount of addon sales? How many customers do you prospect on a daily basis? And, if this information is shared with you, what are your bottomline profitability goals? Most sales organizations set sales goals to establish performance guardrails. If your store is one of the rare businesses that declines to implement and share sales goals, set your own and measure yourself daily.

LinkedIn or Facebook. It’s also wise to call after the fact, to ask how the product worked out. A written note of appreciation sends a very warm and personal message that will stand out in an age of digital overload. Failure to thank a customer for his or her business is bad business.

Tell Stories Storytelling is the glue that emotionally connects salespeople and customers, and every salesperson should have a repertoire of stories that can be accessed as needed to engage clients. When you tell stories, the mirror neurons in your customer’s brain ignite, and you more quickly become synchronous. The stories need to be short, relevant, and, most importantly, authentic. Today’s conversations are tomorrow’s stories, so collect them, catalog them; this is as easy as opening a note on your phone and inserting a trigger to remind you of a good story that can be used in a given situation, and use them when they make sense. The stories should speak to how you’ve worked with customers to help them solve their challenges. Remember, customers don’t want a litany of facts and features, and please spare them the industry jargon.

Ask for the Sale

It is a rare salesperson who sends a handwritten note anymore. Doing so will make you stand out for all the right reasons. A simple “Thank you for your business” can go a long way toward building a longerterm relationship.

If you have done your job creating a rapport with your customer (listening, asking openended questions, etc.), you must ask for the sale. More business is lost because salespeople assume customers will let them know when they are ready to make a purchase, and that simply isn’t the case. In fact, some studies show as many as 70 percent of customers make a purchase when they are asked to do so, and yet many retail stores convert only 20 to 30 percent of their prospects into sales.

At a minimum, you should send a thankyou note to your customers, be it via text, email, or even via

Customers don’t always want to slowwalk the process, exhausting every option, visiting multiple

Thank-You Notes

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SHOW REGISTRATION CLOSES MONDAY, JUNE 27!

retail stores, and checking all online options before making their decision. Sometimes they just want the salesperson to do his or her job and confidently and respectfully ask for the sale.

Negative People There is no value whatsoever in choosing to associate with chronically negative people.

There is a certain paradox in advising you to stay in the moment when you are with a customer, while also maintaining an awareness of customers entering your store, but that is sometimes necessary. If your colleagues are available, stay present and don’t break the contact with your customer. If, however, you know none of your colleagues are available, it’s important to quietly acknowledge the customer entering your store.

We all have an occasional bad day or a tough moment when we need to vent, but some people seem to have been born to complain, and they must be avoided at all costs.

This can be done with a quick smile and a nod before immediately returning your attention to the customer you are working with. You don’t need to verbally engage the person entering the store, as it could invite an exchange that will go longer than planned and irritate the client you are already working with.

Negativity begets negativity, and the endless cycle of complaining, underperformance, and anticipated and realized disappointment becomes self fulfilling, not just for the complainer, but for people within their orbit who allow themselves to be pulled into the emotional abyss.

Don’t Overuse “I”

Choose carefully who you spend time with and avoid or limit your exposure to negative people. Your sanity will thank you for it.

Immediately Acknowledge Customers Customers need to be acknowledged when they enter the store, even if all salespeople are already working with customers.

Overusing the word “I” when talking to customers is a bad idea. It can come across as selfserving, perhaps even a little arrogant. It also suggests you alone bought the merchandise, built the store, and are paying all the bills. We don’t work in a vacuum, and we should never act like we do. Use the word “we” whenever possible to let the customer know they are dealing with more than a single individual. It is reassuring for customers to know they have the store’s team behind them for the long haul, especially given the high turnover in many retail stores.

Peter Smith is the author of three books: The Sales Minute - 101 Tips for Retail Salespeople, Hiring Squirrels - 12 Essential Questions To Uncover Great Retail Sales Talent and Sell Something - Principles and Perspectives for Engaged Retail Salespeople. Smith is a columnist for National Jeweler and The Jewelry Book, where he writes about the retail experience, branding, sales personnel, and the consumer experience. Smith is a frequent keynote speaker at national and regional trade-shows and events, and he currently is teaching a Master Class on Sales Psychology (largely based on the new book) in retail stores around the country. More information about The Sales Minute: 101 Tips for Retail Salespeople may be viewed here.

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MILESTONES Thomas Hunn, of Thomas Hunn Jewelers in Grand Junction, CO, died on June 7. He was 75. Thomas Hunn Jewelers has been an RJO member since May 1998. Jimmy Patterson, owner of Patterson Jewelers in Kosciusko, MS, passed away on June 8 at the age of 63. Patterson Jewelers has been an RJO member since May 2000. Our thoughts go out to the families.

CALENDAR June 2022

July 2022

21 First day of Summer 23 All invoices must be received in RJO Oﬃce 27 Last day of Retailer Registration for Summer Buying Show

August 2022

4 Fourth Of July - RJO Office is closed 11 All payments must be received in RJO Office 22 All invoices must be received in RJO Office 29 Summer Buying Show starts Minneapolis, MN

1 Summer Buying Show ends Minneapolis, MN 10 All payments must be received in RJO Oﬃce 23 All invoices must be received in RJO Oﬃce

NEW MEMBERS Classic Designs Jewelry Apo Yessayan Valencia, CA Referred by Michael Buley, Jewelry Ads That Work, Montesano, WA FORGE Jewelry Works Shawn & Rischelle Mikkelson Provo, UT Referred by Shawn Clark, Heavy Stone Rings, Orem, UT Huntington Fine Jewelers (fourth, fifth locations) Lantz and Lisa Smith Stillwater, OK Yukon, OK

Little John’s Derby Jewelry John Tan Louisville, KY Referred by Brian Chen, MK Jewelry, New York, NY

Pagan’s Jewelry Steve & Chris Pagan Jonesboro, AR Referred by John Dupont, Gems One, New York, NY

Sheret Jewelers, LLC Sheret Jagord Springville, NY Referred by Elise Rose, Grace Marie, Forest, VA

Mason Jewelers (two locations) Steve Mason Greencastle & Plainfield, IN

Roberts Jewelers Kenneth Roberts Meadville, PA Referred by George Prout, New York, NY

Steve Pronko Jewelers Nicholas Pronko Dickson City, PA

Michele Jewelry, Inc Michele Inglish Bellville, TX Referred by John Dupont, Gems One, New York, NY Minglin Jewelers Bill and Angela Minglin Logansport, IN Referred by Brian Lane, ARS, Cincinnati, OH

Shelia Bayes Jewelers Shelia Bayes Lexington, KY Referred by Sandy WiemanMarrow, Berco, Chicago, IL

The Old San Juan Jewelers Ramon Pagan Cleveland, OH Referred by Dave Askew, Dave Askew Jewelers, St. Cloud, FL

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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