In the Loupe June 2023 Edition

IN THE LOUPE

Celebrating Independents in Philadelphia!

SURROUND YOURSELF IN HISTORY as RJO attempts to make history with Let Freedom Ring, our Summer Buying Show in America's birthplace—Philadelphia, PA. Running from July 28-31, the Show is located at the center of downtown Philadelphia and its history. Steps from Independence Hall, where the Declaration of Independence and United States Constitution were signed, the Pennsylvania Convention Center will host the Show and its activities.

Be sure to register for our Summer Buying Show—and book your hotel room—today! You may view the Registration Packet online here and download the Show Registration Form here.

Registering by the June 28 deadline secures you RJO's popular Buying Show membership benefits, which include:

•up to three consecutive nights’ stay at the official Show hotel— the Philadelphia Marriott Downtown, •buying discounts (up to 3%) courtesy of RJO Purchase Vouchers, •one $10 lunch coupon (for concessions on the Buying Show Floor) for each store.

Hotel room demand is high and on track to rival RJO’s biggest Summer Show in history. Join your colleagues to network, find the lines your customers will be wanting for the holidays, and grow in your knowledge with the Show’s educational offerings, which include two RJO-exclusive GIA seminars.

The Premier Jewelers Cooperative

Peace and Quiet

I just returned from my seventh JCK Show + Merchandise Review Committee (MRC) meeting in Las Vegas, and everything went off without a hitch. The MRC is one of the hardest working committees in RJO and we walked more than 20 miles during the course of the show to find the hottest trends, the best fits for RJO, and the time to visit with some of our longstanding, dedicated vendor partners. In the airport, with the sound of travelers trying to hit a final jackpot in the background, I was ending a little chat with an RJO member who was headed to a different gate. Her parting words to me were, “I’m just looking forward to a little peace and quiet.” I shook my head in agreement, and that was that. Or so I thought. Her words didn’t leave me immediately, though. I recalled the occasional times over the years when I’ve heard members tell me things were too quiet in the market or in their stores, and I’m certain those instances were not accompanied by peace. It struck me that RJO’s efforts for members is to make sure you get both—peace and (good) quiet—as often as possible. There is an energy running through RJO at all times, capitalizing on the good things we all do together as an organization—staff, retailers, and vendors—that provides guidance, comfort, and sales for jewelers. From centralized billing, educational opportunities, buying trips to Europe, and so much more, our goal is to provide peace of mind, so you can focus on the quieter and more joyful moments of retail sales. Such as bringing a customer’s heirloom back to life, or

RJO Board News

helping select a gift to mark an important milestone in a life, or even welcoming a member of the next generation to the store staff.

Our upcoming Buying Show in Philadelphia serves as an excellent example of how all of this comes together at RJO. Our talented staff and industry-leading Show schedule will make sure you’re able to make the best use of your time: to connect and re-connect with colleagues; to reflect, relax, and refresh; and to confidently prepare for your months ahead.

We’re always looking for ways to better serve you, and some new offerings include extending the excitement of the Buying Show a little further, with MondayFunday activities. Also, we are partnering with the Gemological Institute of America (GIA) to offer two valuable seminars about diamonds and diamond coatings. You can read more about this on page 4. Additionally, more information will be coming soon about this Fall’s Next Gen Experience. (Hint: Mark your calendars for October 7-9.)

Be sure to join us in celebrating RJO’s first time in Philadelphia by registering for the Show today. I look forward to seeing you all there.

I wish you much deserved peace and (good) quiet until then,

Sarah Streb RJO CEO

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. Full results are shown below. Congratulations to these three elected:

Erika Godfrey (incumbent)

Bill Becker (incumbent)

Hawthorne Jewelry Beckers Jewelers

Doug Meadows

David Douglas Diamonds

Jeff Krekeler

Krekeler Jewelers

Nancy Marchell (incumbent)

Signature Jewelers

Amber Heiser

Cone Jewelers

Sandra R. Brown

Tena’s Fine Diamonds & Jewelry

Allison Leitzel Williams

Leitzel’s Jewelry

Christine Dahlkemper

Dahlkemper’s Jewelry Connection

Tracy Lewis

Glennpeter Jewelers Diamond Centres

Henry Feldman

Henry’s Fine Jewelry

Dawn Kessaris

Diamonds by Dawn

Chad Benter VanDenover Jewelry Inc.

S E R V I C E S

Centralized Billing

Patronage Dividend

RJO Website (rjomembers.com)

Buying Shows (Summer/Winter)

In the Loupe – RJO’s newsletter

RJO Exclusive on Facebook

Educational Seminars (at the Buying Shows)

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

JewelConnect, RJOmeet.me, and RJOCustomHatch

Scholarship Opportunities (from the RJO Foundation)

From RJO’s Facebook Page

THE MEMBER-ONLY RJO EXCLUSIVE PAGE ON FACEBOOK hosts a variety of interesting discussions every day. Here is an edited exchange from a post earlier this month.

Post: So how do you pay employees you take to jewelry shows? Do you pay them eight hours a day (at an hourly rate)? Obviously I pay all travel expenses, meals, and show fees, etc.

Reply One: I pay them for however many hours they are out working on the show floor.

Reply Two: I paid mine what they were paid for an 8-hour day. Didn’t matter if we were there 12 hours, as we paid all expenses, plus we went to concerts and shows and had great dinners.

Reply Three: I pay eight hours a day and all expenses. If they are there on a Sunday (normally their day off) I give them a day off later during the week to compensate.

Reply Four: Eight hours as well. We pay all expenses.

Reply Five: In our store I pay from the time they arrive until we leave (usually 9 hours). We pay straight-thru, including breaks and such. When we are at shows, it’s the same thing, plus they get all meals and travel expenses paid. I make sure I share this information when they are asked if they want to attend a show. While it is a workday, it’s also a privilege to attend and have the opportunity to see new places, meet the vendors, and have adventures outside work. If they were buyers that attended shows all year, it would be a different story potentially.

Reply Six: I paid eight hours each day, because we talked business from sun-up to sun-down each day.

Reply Seven: Attendance at 12-15 trade shows per year is part of the initial job description for my salaried sales staff. The company pays for everyone to have their own rooms, airfare, and about half or more of their food and drinks. We’ve never paid them eight hours for the Saturday or Sunday, but we make it up with days off here and there and cool company outings, such as snowboarding, boating, etc.

Reply Eight: When I was hourly, I was paid for every hour at the show. Salary employees received regular salary.

Reply Nine: I pay for all expenses and pay them from the second they step out of their rooms in the morning until they go back in the evening. We often work 12-plus hour days while at shows. We work hard, but there is also fun to be had. It’s definitely a privilege for them to get to come along, but I also recognize they’re taking time away from their families and deserve to be compensated.

Buying Show Offers 2 GIA Seminars

RJO HAS PARTNERED with an industry leader in education—the GIA Alumni Collective—to provide two on-site, in-demand seminars, prior to the start of the Summer Buying Show. Each seminar is strictly limited to 24 participants, who must be pre-registered. Each seminar’s $225 fee includes course materials and supplies. Sign up using the Show Registration Form.

Seminar 1

Overview of LaboratoryGrown Diamonds

Friday, July 28th from 3 - 5 p.m. This seminar will provide essential knowledge about laboratorygrown diamonds that will give gem and jewelry professionals the confidence to have responsible discussions with their customers.

Seminar 2

Introduction to Diamond Treatments

Saturday, July 29th from 8:30 - 10:30 a.m.

This seminar examines treatments applied to diamonds and is ideal for gem and jewelry professionals, retailers, sales associates, jewelry enthusiasts, and appraisers.

High Demand Results in a Second Europe Trip this Year

to Europe—from October 5-15—has sold out due to high demand. A second trip is now accepting bookings, and its dates are October 8-18.

The overseas excursion is an annual tradition for RJO jewelers. The trip serves as a purchasing event, allowing RJO members to become a Direct Diamond Importer in their community. It includes two packed days, filled with gem buying, exploring IdarOberstein, and learning about the world of color from RJO vendor hosts, Rolf H. Muller. While in Antwerp you'll experience the world-renowned diamond district, hosted receptions and meals, an exclusive IGI factory tour and a camaraderie that will build lifelong friendships.

The trip’s hosts from last year—Nancy Marchell, of Signature Jewelers in Grand Forks, ND, and Erika

Godfrey, of Hawthorne Jewelry in Kearney, NE, will once again serve as this year’s hosts. For more information, view this flyer about 2023’s Rock Tour offerings, or contact the RJO office at: jodi@rjomembers.com or: (800) 247-1774.

RJO Foundation Names Scholarship Winners

THE RJO FOUNDATION SCHOLARSHIP PROGRAM provides scholarships and grants to RJO retail owners, vendor owners, and their employees. Through direct member donations of our generous sponsor members and vendors, as well as group fundraising efforts, the RJO Foundation has awarded scholarships, to-date, totaling more than $102,000 to 149 RJO members.

The Foundation Board of Directors is scheduled to meet at the RJO Buying Show in Philadelphia. They will continue their discussions regarding the role the Foundation will play in the industry, sustainable fundraising campaigns, scholarship opportunities, and more.

The recipients of the most recent RJO Foundation Scholarships, ranging from $750 to $1,000, are:

Jennifer Beatty, Wright’s Jewelry Store, Fallston, NC

Catherine Burcham, Georgetown Jewelers, Wood Dale, IL

Lauren DeGrendel, Art Jewelers, Woodstock, GA

Elizabeth Gahan, Herteen & Stocker, Iowa City, IA

Krysta Hanson, Hanson’s Fine Jewelry, Atlantic, IA

Lori McEwen, Diedrich Jewelers, Ripon, WI

Samantha Murray, Fernbaugh’s Diamonds and Fine Jewelry, Plymouth, IN

Audriana Schramm, Krekeler Jewelers, O’Fallon, MO

Jessica Toucinho, Sterling Jewelers, Wethersfield, CT

Eric Young, Meig’s Jewelry, Tahlequah, OK

THIS YEAR’S RJO ROCK TOUR ADVENTURE initial trip

RJOmeet.Me: Great for Philly!

By Andy Boundy VRB Internet Solutions Ltd.

HOPEFULLY ALL OF YOU know by now of RJO’s Buying Show app. I’ve used it in the past, and it is great and certainly assists with the who, what, and when of a Show like the upcoming one in Philadelphia. However, the savvy retailer often plans in advance, blocks out his or her time, and knows where to go in the room, and why. Enter RJOmeet.Me.

If you’re new to RJO, let me explain what RJOmeet.Me is, how it works, and why it’s important. To begin with, it’s an RJO website asset, exclusive to—and built by—RJO and its members. It all started as a pandemic initiative but has quickly morphed into a 365-system tool that is useful every day for retailers and vendors alike. It’s called “Meet Me” because that’s exactly what it does: connects people looking for each other.

There are more than 150 vendors on RJOmeet.Me (and hundreds of retailers too). They have profiles, products, downloads, specials and offers, information, and much more

entered there, making it the perfect place to do your retail research. Looking for a vendor that deals in “X”? Just take a few seconds to do a quick search and find what you’re looking for. You’ll likely find multiple vendors, all easily researched and saved. We say “saved,” since you can simply click a heart-shaped button to save vendors of interest. You also can communicate with them, even asking them to send memo pieces in instances you can’t meet in person.

That “meet” function was the catalyst for RJOmeet.Me, but it does a lot more than that, too. You can find educational articles and post images of hard-to-find pieces to let vendors know what you’re looking for. You can find—and even refer—business to help your fellow RJO retailers, set-up business connections, and lots more.

Okay, so that was the quick recap of RJOmeet.Me, but how does this relate to the upcoming Buying Show? Simply put, you can research and decide who gets your Show time by looking at the information on the RJOmeet.Me

system. It works on advanced keyword tagging, which means there are literally thousands of words and ideas you can find. You can search word clouds to see what’s hot, what is not (opportunity), and items you may have not even considered. Not only that, but you can then find (and save) the providing vendor, in time to see them in Philly.

Make the most out of your Show time by doing a little buying prep on RJOmeet.Me. It’s a great way to maximize the efficiency of your Buying Show Floor hours, and you’ll be able to walk right to the people you need. In conjunction with the RJO Show app, it’s a perfect business tool. Who knows ... if you get all your chores done early, you might use the extra time to find that special Philly cheesesteak you want!

Just go to www.RJOmeet.Me and sign in (or sign up if you have not already—it’s free of course) to check out all the options to make the Philly Show—and your daily business—easier and more efficient.

RJO staff and Merchandise Review Committee members attended this year’s JCK Show at the beginning of June in Las Vegas, NV.

RJO at JCK

Vendor Profile

Jewelry Innovations: Marrying Stunning Designs with Cutting-edge Manufacturing Techniques

JEWELRY INNOVATIONS is a family-owned jewelry manufacturer located in Sandy, UT, a city of more than 80,000 located about a half-hour’s drive south of Salt Lake City. Currently owned by the second generation of family members, friends, and members of the company’s management, Jewelry Innovations was founded in 1989 by Allen and Paula McIllece. Harry Rosenthal serves as CEO, Jennifer McIllece is Executive Vice President, and Shawn and Donny McIllece are Vice Presidents.

While this description may sound ordinary and expected, Jewelry Innovations is anything but. The company specializes in men’s rings made from highquality contemporary fine jewelry metals, including Serinium® (the company’s exclusive, patented fine jewelry alloy), Black Diamond Ceramic™, and Rugged Tungsten™. From its workshop in Salt Lake City, Jewelry Innovations creates “stunning designs and exciting collections, blending cutting-edge manufacturing techniques with traditional hand craftsmanship.” Most of the company’s rings are made-to-order, and many are one-of-a-kind handcrafted designs.

Jewelry Innovations is the sole source for Serinium, the ultimate contemporary fine jewelry metal. For its unique qualities of beauty, hardness, and safety, Serinium was issued a U.S. patent in 2016, and is known as The Precious Contemporary Metal®. Vice President Donny McIllece, who has an extensive history working with metallurgists on medical grade alloys, is the creator behind Serinium.

“Our company sells only to qualified jewelry retailers, not to the public,” says CEO Rosenthal. “We have been serving the independent jewelers of North America for more than thirty years, specializing in men’s bands made from contemporary fine jewelry metals. Jewelry Innovations offers RJO members industry leading customer service and a lifetime warranty on all of our products. Our rapid turnaround, ability to hit deadlines and custom products help independent jewelers set themselves apart from their competition.”

Themed collections of unique designs set Jewelry Innovations apart from other ring manufacturers, says Rosenthal.

“Throughout the year, we launch new themed collections of rings that are unique to Jewelry Innovations,” he says. “We just unveiled the National Pastime Collection™ of rings, inlaid with wood from vintage baseball bats; and our Barrel Aged Collection™ of rings, with inlays from authentic whiskey and wine oak aging barrels, is an industry best seller. RJO members will get a first look at our latest collection, to be launched at the Spring Buying Show in 2024!”

Jewelry Innovations has been an RJO vendor for more than eight years, and Jennifer McIllece says it felt like a natural fit to join the organization.

“We have really appreciated the support of the organization and its members,” she says, “and we look forward to many years together. We love the tower events at the Buying Shows, and the opportunity we get to meet there with our favorite customers. Not all retailers qualify for membership in RJO, so when we service an RJO member, we know we’re working with quality people that have a good reputation in the industry.”

Shawn McIllece says taking care of customers is the most important part of the company’s mission.

“We stand behind our jewelry with our industryleading warranty and customer service,” he says. “We offer quick turnaround, fair prices, and meticulous quality control standards that have built our business.”

“We are confident our large selection of designs and custom finishes will provide retailers with the perfect jewelry to complete their collection,” he continues. “We look forward to fulfilling the jewelry needs of RJO members for years to come.”

Jewelry Innovations is located at 615 West 9400 South in Sandy, UT. Phone: (800) 872-6840

Website: www.jewelryinnovations.com

RJO Summer Buying Show 2023

M em ber Re gi strati on D eadli

Show Location Pennsylvania Convention Center

Exhibit Hall F 1101 Arch St. Philadelphia, PA

Complimentary Accommodations

Jewelers: RJO will cover up to three nights stay at the Philadelphia Marriott Downtown at the base rate for qualifying stores* .

Reserve by Phone: (215) 6252900; be sure to mention you are with Retail Jewelers Organization (or RJO).

Reserve Online: rjomembers.com - Requires username and password.

*Qualifying nights are Friday, Saturday, Sunday, or Monday night(s). Extra nights, room upgrades and additional people are not covered by incentive and will be at your expense.

Important!

Photo IDs Required for All Attendees

To ensure the safety of all our members, we will be requiring a photo ID and business card at registration check-in. These items will need to be presented to receive your badge for access on the Show Floor.

Sunday Lunch Coupons

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

ne : June 28, 2023

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 2022 purchase total. This information will be available at the Show registration desk, or you can call us.

2022 Purchase Total Additional Discount on All Show Purchases

$1,000,000 or greater: 3%

$750,000 - $999,999.99: 2.75%

$500,000 - $749,999.99: 2.5%

$200,000 - $499,999.99: 2%

$150,000 - $199,999.99: 1.5%

$100,000 - $149,999.99: 1%

Important: All vouchers must be completed by you and submitted to the RJO registration desk prior to the end of the Buying Show. Show voucher terms are six months.

FRIDAY, JULY 28

Watch Out Blue Nile & James Allen!

1–2 p.m.

A New Category of Revenue

2–3 p.m.

Making High Quality Diamonds Affordable

2–3 p.m.

Catching Up with The Edge

3–4:30 p.m.

GIA Seminar: Overview of Laboratory–

Grown Diamonds

3–5 p.m.

Inventory Analytics: Best Practices

3:30–4:30 p.m.

Solutions to Maximize Repair and Custom Design Revenue

3:30–4:30 p.m.

The Good, the Bad, and the Ugly of Diamonds

3:30–5:30 p.m.

Lab–Grown Luxury

4–5 p.m.

2023 Trends & How to Promote Them

5–6:30 p.m.

The Evolution of Grading

5:30–6:30 p.m.

Early Member & Vendor Registration

5–8 p.m.

New Member Reception

5:30–6:30 p.m.

Next Gen Meet and Greet

5:30–6:30 p.m.

RJO Kick–off Reception & Towers Displays

6:30–8 p.m.

Show & Ev ent Sch ed ule

SATURDAY, JULY 29

Continental Breakfast

7:30–9 a.m.

Seminar and Retail Member Show Registration

7:30 a.m.–12:30 p.m.

GIA Seminar: Introduction to Diamond Treatments

8:30–10:30 a.m.

Educational Seminars

8:30 a.m.–12:20 p.m.

General Membership Meeting, Luncheon and Keynote

12:30–2 p.m.

Retail Member Show Registration

1–7 p.m.

Buying Floor Grand Opening

2–7 p.m.

Buying Floor Welcome Reception

5:30–7 p.m.

Next Gen Networking (off–site location)

6:30–8:30 p.m.

RJO European Rock Tour Reception

7–8:30 p.m.

SUNDAY, JULY 30

Show Registration Desk Open

8 a.m.–6 p.m.

Breakfast & Awards Presentation

7:30–9 a.m.

Brain Gain Breakouts

8–9:30 a.m.

Buying Floor Opens

9:30 a.m.–6 p.m.

Buying Floor Happy Hour

5–6 p.m.

Ghost Tour Excursion*

6:45–9 p.m.

MONDAY, JULY 31

Monday–Funday Keynote and Continental Breakfast

8–9:30 a.m.

Show Registration Desk Opens

8:30 a.m.–3 p.m.

Buying Floor Opens

9:30 a.m.–3 p.m.

Farewell Event

2–3 p.m.

Monday-Funday

8:30 a.m.

*Cost of optional excursions is the responsibility of the participant.

12:30 p.m.

Monday-Funday Keynote Speaker: Mack Dryden

Buying Floor Closes

3 p.m.

Jeweler's Jackpot Winner Announced

RJO will have a drawing for retailers, and the winners will receive a JACKPOT to spend at participating vendors booths on the Show Floor

Jeweler's Jackpot Winner Announced

Managing Change with a Chuckle

Mack’s well-researched—and, of course, very funny—presentation reveals the tools you need to navigate the uncomfortable changes and transitions you face and explain why changes aren’t transitions and vice versa. You’ll also learn all this while being thoroughly entertained by one of the top humorists in the country.

Monday ONLY. All RJO retailers present at the Show will be eligible to win. Must be present to win. Sponsored by your RJO participating vendors.

RJO will have a drawing for retailers, and the winners will receive a JACKPOT to spend at participating vendors booths on the Show Floor Monday ONLY. All RJO retailers present at the Show will be eligible to win. Must be present to win. Sponsored by your RJO participating vendors.

12:30 p.m.

New: RJO Poker Run Winner Announced

RJO Poker Run Winner Announced

Retailers will collect up to 7 cards from participating vendors’ booths and use 5 to create their best poker hand. Winners will receive a travel voucher for the 2024 Palm Spring Show! Cards must be turned in by noon; winner will be announced at 12:30 p.m. (prior to the Jeweler’s Jackpot). Must be present to win. Sponsored by your RJO participating vendors.

Retailers will collect up to 7 cards from participating vendors’ booths and use 5 to create their best poker hand. Winners will receive a travel voucher for the 2024 Palm Spring Show! Cards must be turned in by noon; winner will be announced at 12:30 p.m. (prior to the Jeweler’s Jackpot). Must be present to win. Sponsored by your RJO participating vendors.

Keynote Presentation

SATURDAY, JULY 29 at 1:30 p.m.

Keynote Speaker: Avish Parashar

"Say Yes, And!” A Powerful Way to Embrace Change, Transform Relationships, Break Down Barriers, & Unlock Greatness

A high-energy, hilarious, and interactive presentation that will teach you how a simple shift from “Yes, But” to “Yes, And!” is key to embracing change, transforming relationships, breaking down barriers, and unlocking greatness. “Yes, And!” is an idea from the world of improv comedy, but it is so much more than just a tool for humor:

•Saying “Yes, And!” to other people improves teamwork, leadership, and morale.

•Saying “Yes, And!” to change allows people to let go of the past and innovate into the future.

•Saying “Yes, And!” to themselves inspires people to set bigger goals, take bolder action, and get re-engaged, re-energized, and re-motivated.

Educational Seminars Schedule

Selling in a Modern Marketplace

Nick Gurney Jewel360

Passing on the Family Jewels: Business Succession and Tax Planning

9:3010:20 a.m.

Patrick Conner Partner, Husch Blackwell, Attorneys at Law Sponsored by Federated Insurance

Diamonds Are Forever, But You Aren’t- Estate Planning for Everyday People

10:3011:20 a.m.

Dealing with Difficult People

Vince Rath Optimum Retail Solutions

Can You Type? Then Boy Do We Have a Secret For You! (AI)

Nick Failla Collected Concepts

Growing Pains: How to Effectively Scale Your Operation

Digital Strategies for Attracting and Engaging New Buyers

Buzz Session: Leadership Strategies for Guiding Your Team Through Choppy Waters

Facilitated by Vince Rath Optimum Retail Solutions

Panel Discussion: State of the Industry Panel

Facilitated by Guy Pineda Jewelry Store Marketers

Inventory Management: What Every Retailer Should Know To Propel Store Growth

Sherry Smith and Charleen Pfaff Edge Retail Academy

Showcasing Your Jewelry Business: How to Map and Merchandise to Boost Sales

Ross Cockerham Punchmark

Patrick Conner

Partner, Husch Blackwell, Attorneys at Law

Sponsored by Federated Insurance

Navigating the Evolving Social Media Landscape: Strategies for Success

Jennifer Shaheen Technology Therapy

New Laws, Who Dis? Legal Changes You Need to Know

Sara Yood

Jennifer Shaheen Technology Therapy

Sell it Like it’s Hot: Bridal Jewelry Edition

Nick Failla Collected Concepts

Buzz Session: Gone Fishin’: Thoughts, Ideas and Concerns About Stepping Into Your Next Chapter

Megan Crabtree Crabtree Consulting 11:30 a.m .12:20 p.m .

Facilitated by Edge Retail Academy

It's time to REFINE Your Views on Old Inventory

Brian Shellenback United Precious Metal Refinery

Leibrandt Jewelry: An Amazing 150-Year Legacy

IN 1873 ULYSSES S. GRANT WAS PRESIDENT, and it would be seven years before Thomas Edison would patent the light bulb. On July 10 of that year, Leibrandt Jewelry began its historic run in Cameron, MO, a town of about 8,500 located an hour north—and just a little bit east—of Kansas City. The store’s longevity makes it among the longest continuously family-held jewelry stores in the state, and this July Leibrandt Jewelry will celebrate 150 years and four generations of Leibrandt family owners.

“Charles A. Leibrandt II started in the small downtown store on 3rd Street,” says Steve Leibrandt, fourth generation and current owner. “He moved the store two years later to 209 E. 3rd Street—a property owned by his mother Harriette—from which it would operate the next 146 years. In July 2021 the store moved a short distance to its current bigger and beautiful location at 306 N. Walnut, where it continues its reputation for a great selection of fine jewelry and great repair services."

Leibrandt Jewelry serves local customers, as well as people from the smaller surrounding areas

“We also have people come from as far away as Kansas City,” Steve says, “because they have heard good things about us. We have always sold and repaired watches and jewelry, however each generation has added and removed merchandise to adjust to clients’ interests. The variety of items we’ve sold and serviced over the years includes: pianos, musical instruments, records, sheet music, radios, sewing machines, fine China, silver, and one of the first televisions ever sold in Cameron.”

George Leibrandt, the second-generation owner, was an avid hunter and fisherman who added fishing tackle. Steve wonders if this wasn’t probably more for his access than it was profit. George would supply

lures, line, and bobbers to any child and then tell them to find a stick and go catch some fish. George grew the business with his gift of customer relations, both in the store and the community.

Charles “C.A.” Leibrandt III returned to Cameron and worked with his dad in 1956. He took over the family business in 1969, at the time of George’s death. To learn the repair trades, C.A. attended Trenton Jewelry School in Memphis, TN, and Elgin Watchmakers School in Elgin, IL. Being an even better businessman than his father, C.A. grew the store by adding engraving and bridal registries, and he bought inventory from area jewelry stores that were closing. He was a 2009 inductee into the Cameron Hall of Fame.

Steve continued the family tradition, attending two years of college in the United States prior to attending Watchmakers of Switzerland Training and Education Program (WOSTEP) in Neuchatel, Switzerland. Steve was one of only three persons selected in the United States to attend WOSTEP. He worked alongside his dad from 1981 until C.A.’s retirement in 1992. Steve took over the family business, and he introduced computerized engraving on trophies, which has helped to grow the business.

“The store will kick off a week-long anniversary celebration on July 10,” says Steve, “with lots of special planned events, including giveaways, drawings, and of course, lots of reminiscing.”

In addition to celebrating 150 years of success in Cameron, Leibrandt Jewelry is also marking 25 years as an RJO member.

"We like the family atmosphere RJO has created and being able to share ideas and strategies at the RJO Show," says Steve.

Leibrandt Jewelry is located at 306 N Walnut in Cameron, MO Phone: (816) 632-3382 Website: www.leibrandtjewelry.com

SearchOptimizationEngine

Expansion of retail sales to the internet has resulted in a number of new tech buzzwords for independent retailers. “The Cloud” was always something visible in the sky ... until it wasn’t.

”Scalability“ typically referred to the ability to increase production of a product, yet today it usually refers to the age and capabilities of computers and networks. And then there’s

”Search Engine Optimization (SEO).“ A simple definition of SEO seems on track: A process of making changes to your website to increase its visibility (or ranking) when search engines (Google and Microsoft Bing, for example) return results.

ACCORDING TO GUY PINEDA, “Successful search engine optimization isn’t only about getting more organic traffic, it is about serving visitors with the exact type of content they are searching for, and when that happens, conversion rates are very high. So, for jewelers, paying attention to search intent is absolutely critical.”

Pineda is CEO of RJO vendor Jewelry Store Marketing and is the source for most of the information in this story (his comments are in italics). In addition to specializing in SEO, website development, and digital marketing, Pineda also is a regular columnist for Southern Jewelry News and one of the hosts of SJN’s ”Pearls of Wisdom“ jewelry podcast.

To begin a discussion of SEO, Pineda provides the jewelry search example of searching “Engagement Rings” vs “Affordable Engagement Rings.” These two keyword searches are very similar, but the latter implies the searcher is price conscious and possibly at a more advanced stage of the buying process. Someone searching for “engagement rings”

likely has less knowledge about the topic and is probably just starting their search. This person will quickly find there is a massive amount of information on this general keyword phrase. For independent jewelers, this is also a key concept, because most of the national chain companies (Kay’s Jewelry, Jared Jewelry, Kohl’s, etc.) don’t go deep but are prominent on search engine results for the general keyword “engagement rings.” This is where the local mom-and-pop shop can optimize with SEO to capture the most specific keyword searches, but more importantly, to provide the visitor with a more tailored solution because the store identified the buying intent.

The world of SEO is vast and can be complicated and confusing. For this story’s purposes, SEO will focus on three areas to which jewelers should pay attention: Website Optimization, On-Page Optimization, and Keyword Research.

Website Optimization

Website optimization refers to all technical measures that can be initiated behind the scenes on a website in

order to improve its position in the search rankings. SEO activities to help you rank better on the SERPs (search engine rankings page) are plentiful, but if I were to narrow it down to the top-most important things for a local jewelry store, it would be the three explained in the next column:

SEO Case Studies

Case Study #1

A jewelry store in a rural area had a new website built, but the client was not happy because it had been expensive and was incomplete. The customer waited a long time, the content used was not approved (and she did not like it), the information was disorganized, and to top it off, it was not attracting any customers. We took her store on as a client and did a number of important things: the website was optimized with solid SEO strategies, which increased visits to the website and store, and we also fixed the things that she was not happy with. The client was too overwhelmed with all that needed to be done and, aside from improving her website and its traffic, we are also helping her navigate other technical things for which she does not have the expertise.

Case Study #2

The owner of an established jewelry store owner was in the process of rebuilding his website, but realized the work being done by the new web development company was missing key aspects to their roadmap related to the website functionality, including SEO best practices. He contacted us to review the work being done, and we were able to point out a number of issues needing to be addressed. We are now working to ensure the new website is launched with speed, performance, usability, and organic search in mind.

Case Study #3

One of our clients focuses on providing jewelry appraisals and hired us to provide SEO services. We optimized the site for his top keywords, focusing on his services. His traffic and clicks saw a big increase. But ... he felt the content was excessive and changed most everything we had done. His traffic quickly decreased back to previous (non-existent) levels, so he turned to us once more. We have begun re-optimizing his site's content, and the traffic is slowly returning to the previous highs. He now understands the importance of website and page optimization.

- Guy Pineda, JSM

1) Review Your Google Business Profile

This is a free resource from Google to help local consumers find things they are searching for quickly. It would be important for stores to set the proper primary/secondary categories and ensure all store details are correct and exactly the same across all of their online profiles (social media, Yelp, store website, etc.). Stores should encourage customers to give reviews. Additionally, stores can create posts and also upload photos, which makes the overall profile more attractive to consumers.

Google Business Profile is the free profile that Google provides for every local business. Regardless of whether you claim it or not, it is possible there is a profile for your local business. It helps people find businesses in their area, enhancing the use of Google Maps. For some SEO professionals, Google Business Profile is the answer to the failed social platform Google Plus. Since it’s free and likely already out there, be sure to review your profile, making sure it is accurate and updated, and that your profile is collecting reviews.

How to Access and Edit Your Google Business Profile

Find Your Business Profile

On Google Search or Maps, search for your business's name and city. Along the right, find your store's information. Find the link near the box bottom, titled, "Own this business?"

Edit your Business Profile

With Google Search, select "Edit profile." With Google Maps, select "Edit profile." After each change you make, select "Save."

2) Optimize Your Website Content

Make sure the content of your website features the target keywords prominently. This is where you don’t want to get cute and rephrase things.

Here’s an example: A jeweler wants to be the source of bridal jewelry in the area. Some jewelers prominently display a main title like “Your Home For Life’s Most Important Occasions” paired with a happy couple getting engaged. Most consumers get the point this seller offers bridal jewelry. By using a website title like “Your Best Choice for Engagement Rings and Wedding Bands” tells the

same story to the consumer, but the effects on organic search ranking is very different and better for you. Along with selective keywords, optimize your website with great pictures and videos, inter-linking (link a keyword on one page to another page focused on that keyword), and —if you’re capable—add SEO features, such as meta tags.

Most jewelers have access to their Google Analytics, but every business should also be looking at the Google Search Console, which focuses on organic search results. Some of the great things it shows are the search phrases they are getting found for, Core Web Vitals (to see if there are issues with the website—like speed), and more.

If you don’t already have a Console account, you will need to create one to start using Google Search Console. Within Google Search Console, you can start by clicking on ‘add a new property’ in the top bar.

On-Page Optimization

On-page optimization refers to all the measures that can be taken directly within the website in order to improve its position in the search rankings.

Google and other search engines continue to modify the algorithm they use to serve up relevant results to searchers. It isn’t just about content and links, like it was years ago. Today it includes those things, but is also influenced by site speed, user experience, helpful content, user reviews, optimized page content, inbound signals, and more.

Keyword Research

Most jewelers want to get found for wedding bands, jewelry repair, diamond jewelry, and such, but if you don’t do keyword research, you may find the general jewelry keywords are too competitive. Most businesses target a keyword because it is a generic term related to a service. This is often a mistake for jewelers.

Reading List

SEO Best Practices for Small Businesses

By Annie Saleski, Squarespace, January 2023

Search Engine Optimization (SEO) Starter Guide

By Google

Search Engine Optimization: The Basics

Ongoing series by the Small Business Administration (SBA)

Understanding Search Engine Optimization

By Adobe

Doing solid keyword research helps you identify highopportunity keywords with good volume and lower competition. In many cases, RJO jewelers are very similar in products and service offerings, but they are all located in different geographic locales, with unique values, history, areas of expertise, and more, which also will be seen when proper keyword research is done. When conducted properly, solid research can result in highvolume keywords previously rejected or not considered. There are several free tools that a jeweler can use to do keyword research. These include Google Search Console, Google Keyword Planner, Google SERP, UberSuggest, and AnswerThePublic.com, and there are many more. They often identify solid keywords you may not have expected. I would also check Google Trends related to your services. Recently, I’ve seen a major uptick in the search volume of “permanent jewelry.“ If you perform the service, you don’t want to miss out, so you should create a single optimized page about permanent jewelry.

For RJO members, I would first recommend that a list be made of the keywords you would like your store to be found under by a customer. Include all of the services you offer, and then search each of these services directly on Google. In the results, look for the auto-suggested keywords, and for the “People Also Ask” and “People Also Search For” sections, which show you the top searched-for keywords in your area. Results are different for each store, based on geography and even prior search history. Include the relevant ones to your keyword list.

Finally, check Google Search Console and see the keywords and phrases your store is already getting found for. Include the top-most relevant terms into your growing keyword list. The ones that include your name (or variation of your name) are direct search results and should not be included.

When you have identified the target keywords you found from your keyword research phase, it is important to optimize one-page for each key major/related keyword. In other words, create a separate page for each one of your services and link to it from your main page. Include your target keywords in your head title, meta tags, and subheadings. When trying to get found in nearby towns, consider creating town pages with optimized copy that includes your target keywords. This will increase your chances to get found in towns miles away. This is probably an important SEO activity more specifically for stores in small towns, but which have larger towns not too far away.

3)Examine Your Site Performance

4

MILESTONES

Fatollah “Effy” Hematian, the founder and driving creative force behind Effy Group, died on April 30 at the age of 79. Effy Group has been an RJO vendor since 2016.

Cyril Israileff, founder of RJO vendor ASBA, died after a long battle with cancer. He was 65. ASBA USA, Inc is a manufacturer of South Sea pearl jewelry, and finished fashion. A memoriam may be viewed here, linked to with permission from American Gem Trade Association (AGTA).

Our thoughts go out to the families.

CALENDAR

July 2023

Fourth of July—RJO Office closed

10

All payments must be received in RJO Office

21

All invoices must be received in RJO Office

28-31

RJO Summer Buying Show—

Let Freedom Ring—in Philadelphia, PA

NEW MEMBERS

Classique Jewelers

Robert & Diane Sirois

Frisco, TX

Genesis Jewelers of Yorktown

Steve Galper

Yorktown Heights, NY

Referred by Morris Esses Malson’s Jewelers, Brooklyn, NY

Henry’s Landmark Jewelers

Sam Koperwas

Ocean City, NJ

Referred by Elliot Namdar Bassali Jewelry, Great Neck, NY

Neece Jewelers

Matthew Neece

Palm City, FL

Referred by Jeff Elliott Wilkerson & Associates, Stuttgart, AR

F

10

August 2023

All payments must be received in RJO Office

23

All invoices must be received in RJO Office

Patina Jewelry + Design

Jackie Juhasz & Cheyenne Sosman

Tecumseh, MI

Referred by Rob Kruzick Ostbye & Anderson, Inc., Minneapolis, MN

Robinson Family Jewelers

Jerome Robinson

Cortland, NY

Valia’s Jewelers

Luis Michael Azabache

Pasadena, CA

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.