In the Loupe March 2023 Edition

IN THE LOUPE

$700,000 MORE THIS YEAR THAN LAST YEAR

A Record: 2022 RJO Dividend $15.6

Million

WHAT WAS IT? COULD IT HAVE BEEN the warm weather, with highs in the 70s (Or our RJO mid-westerners bringing some of the cold and wind)? Or was it the evening strolls along the beautifully lit River Walk? Maybe it was the smells of the marvelous food and drink from the surrounding restaurants and food trucks? Whatever it was, the last weekend in January was filled with RJO members grinning ear-to-ear at the Winter Buying Show in San Antonio.

Nah, it’s no mystery. The reason for all the smiles was most certainly the record-breaking Buying Show itself. The weekend was filled with great presentations and educational seminars, face-to-face get-togethers; terrific Buying Floor deals and debuts from vendors, and of course, an outof-this-world annual dividend—the largest in RJO history.

Add to all of this the genuine Southern hospitality and the charm of the host city, and you have a strong argument for the best Buying Show ever.

RJO CEO Sarah Streb said she could feel something special about this Show: “I was not the least bit surprised with all of the compliments and thanks we received about the San Antonio Show. As of today, San Antonio is our highest Winter Buying Show sales ever, with more than $15 million in Show sales.”

More about the Show (including photos) and what made it a recordbreaker, may be found inside this issue.

If this year's RJO dividend payout was stacked in $1 bills, it would rise to more than a mile in the sky.

The Premier Jewelers Cooperative

In the Know with RJO

It’s Always Something

WHEN I FIRST HEARD ABOUT RJO, it was still in its first decades of growing. As was I, I guess. I remember at first hearing it described as “sort of a co-op for retail jewelers,” emphasizing that by joining together, stores could collectively strengthen their buying power. From there, I heard about how an annual dividend to our retail members was a hallmark of our group. And then, I’d hear how RJO hosts great annual Buying Shows. While all can be distinct (and true) at the same time, it does seem that as our organization continues to grow, there’s always “something” that makes it one of the most remarkable retail buying organizations in the country.

Rather than guess what the next “It” might be, I’d rather emphasize the successes we keep celebrating. I mentioned some of these highlights at the Winter Buying Show, but I think they’re worth repeating.

In San Antonio, we had record-breaking attendance by jewelers and vendors, and I couldn’t be more pleased. We have a hotel-procurement system in place that has served us well, but San Antonio wonderfully challenged our creativity, and we’ll be revisiting how we host such a vital group of attendees, particularly as our numbers grow.

In 2022 we had direct sales of more than $344 million, and over the last five years, net sales increased by more than 100 percent, up to nearly $300 million. But that’s what you’d expect with an

RJO Board News

ever-increasing number of RJO-first members. Believe me when I say our RJO vendors notice this loyalty and so appreciate it.

Speaking of membership numbers, RJO added 66 new members, representing 28 states in 2022. In the past five years, our membership has increased by 15 percent, currently (and temporarily) at 1,121. With record number of members and of purchasing, the result is a robust—and in this case, record breaking—annual dividend paid back to members. In the past ten years, the annual dividend has grown from $4.7 million to more than $15.5 million. This is an incredible ascent, and we are working every day to help it continue. While I keep considering what the next “It” might be for RJO, I’ll simply encourage you to take advantage of every service, contact, and buying advantage RJO offers, as well as keep your eyes open for information about our Summer Buying Show, “Let RJO Ring,” planned for Philadelphia at the end of July. It’s our first time there, and we’re working on making it our best Show ever.

May these last days of Winter find you warm, dry, and as busy as you’d like to be.

Sarah Streb RJO CEO

RJO’S BOARD welcomed Joe Schiavone of Z’s Fine Jewelry and Sarah Stegeman of Sturhahn Jewelers to their first RJO Board of Directors meeting. The following positions were affirmed for the upcoming year:

• Terry Dickens, President

• Jeff Wickersham, Vice-President

• Bill Becker, Secretary

• Lucas Doland, Treasurer

The next RJO Board meeting is scheduled for April 24 – 26, in Philadelphia, PA, where the Board of Directors and Merchandise Review Committee will come together for their Joint Leadership Meetings. Members with any topics you would like leadership to discuss can email RJO CEO Sarah Streb.

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 by an RJO member just last month.

Post: Just wondering how other retailers handle appraisals on merchandise they sell? We offer them at no charge, but with insurance companies requiring updated documents every year or two, it is becoming so time consuming.

Reply One: Our customers are not charged for anything we sell, and we offer lifetime updates. I agree it’s becoming an issue with insurance companies being so demanding. Especially with larger centers being lab graded; so many from years back are not. Makes it really tough sometimes.

Reply Two: We don’t charge, but I do ask for the original to do the update. I also keep a copy of every update I do.

Reply Three: The first one is free, but for additional ones I do an updatetype fee. My time is not free!

Reply Four: We charge a minimum of $35, and the charge goes up depending on the research necessary. I find larger stones require more work for an update.

Reply Five: We do the first at no charge and then charge $45 for updates per appraisal. The charge includes cleaning and polishing, and we usually complete them within a day.

Reply Six: The first one is free. For any update, we charge $65.

Reply Seven: If we make it, then it comes with a free appraisal. Anything after that, the customer must be charged for our time.

Reply Eight: We do a statement of value for free. If they want an appraisal there is a $125 charge for the first one and $90 for each additional.

Reply Nine: I was just contemplating this as well. I am a new owner of a business that has been in our community for 46 years. It’s extremely time consuming when a previous customer brings in all their jewelry to be updated. I have been doing it at no charge, but I am considering charging a small fee.

Reply Ten: We put an appraisal on anything over $1,000 if we make it or it is requested. Updates are $25 (soon to be raised to $35). By the way, the price change presents an easy promotion. Send out a warning you will be doing a price increase, and you will get a ton of traffic. People are much more motivated to avoid a price hike than they are to get a deal. I am also wondering about changing the lower appraisal limit to $1,500. $1,000 is a pretty low number.

2023 Begins on a Busy Note for the RJO Foundation

THE RJO FOUNDATION WAS BUSY in San Antonio during the Winter Buying Show. Among the highlights:

• RJO Foundation Board of Directors met and welcomed Elliott Herzlich of Elliott’s Jewelers in Huntsville TX, and Carrie Volp of Jewelers Mutual in Neenah, WI, to the Board.

• The Foundation plans publish an RJO Cookbook to sell as a fundraiser. More information will be available in the months ahead, and the hope is many members will submit their favorite family recipes.

• The Foundation conducted raffles at the Winter Buying Show for a quilt and diamond tester donated by members. The quilt was donated by Kim Gassen of Grace Jewelers in Columbus, NE, and the winner was Dale’s Jewelry in Sterling, CO. The diamond tester was donated by Paul Gervais of Gervais Jewelers and Village Gift & Boutique of Montevideo, MN, and the winner was Pittman Jewelers of Clermont, FL.

• The timeline for the RJO Foundation Spring 2023 Scholarship was released. Applications will be available starting March 27, with a submission deadline of April 28. The RJO Foundation Scholarship Committee will review applications and award the scholarships the week of May 9.

• Mike Doland has agreed to donate more artwork for another Foundation auction in mid-March. Mike is a former RJO Foundation Board of Directors president and retired owner of Doland Jewelers in Dubuque and Davenport. He has created popular art pieces in the past, and the auctions of his work always provide significant funds for the Foundation. Examples of his pieces are shown to the left, and a listing of items (with photos) up for auction may be viewed here.

RJO Vendor Creates Podcast about the Winter Buying Show

RJO MEMBERS MAY LISTEN to a podcast created at the Winter Buying Show in San Antonio. The host of the podcast is Mike Burpoe, from RJO vendor Punchmark. Burpoe publishes a regular podcast series called In the Loupe (no relation to this publication) and the title of this episode is "I Went to RJO San Antonio and All I Got Was This Podcast Episode" This Show-focused 30-minute episode describes:

• Setting up a vendor booth

• Attending the kick-off cocktail

• Interviews with a variety of RJO vendors

• Attending the Antwerp Trip reception

Punchmark is a strategic branding agency specializing in jewelry-specific technology development, brand positioning, and digital marketing on local and national levels. The podcast may be found here.

RJO Encourages Members to Add Number to Text Database

RJO IS CREATING A DATABASE of textable phone numbers so we can communicate important information to our membership, including—but not limited to—upcoming deadlines, hotel reservation links, important news, etc. Numbers WILL NOT be shared with vendor partners. Click here to add your number to our RJO text database.

RJO’s Trip to Antwerp Set for October 5-13

RJO'S ANNUAL HOSTED TRIP TO EUROPE is set for the beginning of October this year and includes an optional two-day trip to London after the primary October 5-13 purchasing trip. The adventure is a purchasing event which allows RJO members to become a Direct Diamond Importer in their community. It includes two days of gem buying, exploring, and education in Idar-Oberstein with hosts from RJO vendor Rolf H. Muller, opening up a world of color. 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 RJO hosts. Registration for the trip is open, and interested attendees should reach out to RJO Special Events Coordinator, Jodi Flaherty for more information: jodi@rjomembers.com.

Retailers: Get New Business with RJOmeet.Me

By Andy Boundy VRB Internet Solutions Ltd.

You probably already know about RJOmeet.Me, as hundreds of RJO retailers log-on a regular basis. Maybe you’re new to the group, though, and this is all news to you. If so, I’ll do a quick introduction and then get to the new stuff, which I think you’re going to love.

RJOmeet.Me is a website portal for RJO retailers to find RJO vendors—at least that’s the reason for which it was initially built. To start, imagine a 24/7 Buying Show online where you can browse hundreds of booths at your leisure. The truth is—as RJO is super-progressive with technology— RJOmeet.Me does a lot more than that. You can of course still find the best RJO vendors for products and services you need (more than 170 of them). That part of the system works on evolving “keyword logic,” so it learns as it goes and gets smarter at finding the right source for your needs. You don’t just get contact details, but an entire page of detail on your new vendor source, including spotlights, people, downloads, and even product catalogs.

Last year we added the ability to do more than simply request items you can find; RJOmeet.Me now allows jewelers to seek items they can’t find. This feature is used regularly by retailers to ask vendors if they have

an item ready to go. This is a bit similar to requests on a Facebook post, but RJOmeet.Me requests go directly to vendors.

For 2023, RJO wanted to add even more functionality, so you can now refer and get business from other retailers, find knowledge-base articles, connect your account with RJOcustomHatch, and more. RJOCustomHatch is a system to get RJO-vendor quotes on your custom jobs. It’s amazing in that it increases your ability to do custom work, increases your margins, and offers great choice in RJO custom sources.

I slipped into the title above the fact retailers can now get business on RJOmeet.Me; let me explain. If you go into the system, you can search stores by state to find a point of referral. If that store is a system user, you can refer with a simple click, if not, you still get their details for a manual connect. If you have customers moving—or they have family in another city—or you just want to send your RJO friends some new business, you can do that now in a couple of seconds. Of course, this works both ways, so you can be on the receiving end, too.

I considered writing a section here about how to use the system, as it may sound a bit complicated, but the truth is, logging onto the system and using it is very easy.

You’ll find buttons are selfexplanatory for searching, posting requirements, and seeing if you have referrals. The system gives you obvious advisories if it sees something you need to know as well, making it quick and easy to be and stay up to date. You can search the new knowledge base for articles, but even if you don’t, the system offers relevant articles based on a search. (For example, try looking for “Opal” or even click on the loose stone category, and you’ll see the system in action.) This is how the system connects everything and makes getting information easy.

The one thing I hope stands out in all this is the entire system is designed to increase inter-RJO business and as such, all of us in RJO benefit. Retailers always benefit both financially and in quality when they deal with RJO vendors, while vendors get great RJO clients. This group is of a size and complexity that there is almost no need to step outside for anything, thus RJOmeet.Me exists to give you an option to always stay in the “RJO universe.”

If you want more information, you can reach me at RJOmeet.Me by simply clicking a couple of buttons. There is a lot more the system offers (such as special functions for vendors), but the first step is to just take a look.

Gem Star: Designs Both Classic and Contemporary

FOR MORE THAN THIRTY YEARS, Texas-based diamond jewelry manufacturer and wholesaler Gem Star has been serving retail jewelers, but not always under that name. Located in Irving, TX, Gem Star is about 20 minutes northwest of downtown Dallas, and its offices are within minutes of the Dallas Fort Worth International Airport.

“Gem Star is a second-generation family business started by my father, Sam Patel, in 1992,” says Gem Star’s Amit Patel. “At that time it was known as Amit Diamond Jewelry. My wife, Hetal, and I took over the business in 2000, after which we were offered a huge opportunity to merge the company with a large manufacturer, operating as Goldstar Independent. In 2016, my wife and I took over the independent division of Goldstar and gave birth to Gem Star, which is the name of the current company we own today.”

Despite the changes over the years, Gem Star still considers itself a family business.

“Today my father still goes overseas and handpicks all our diamonds we use to make our jewelry,” says Amit. “I have always designed my own pieces, and so I am the creative person in the company who focuses on marketing and new products and brands. My wife Hetal and my mom Shila work more on the daily operations side of the business. As a team we have created a powerhouse to service retailers throughout the world.”

Best known for its classic bridal jewelry collections, Amit says Gem Star is also a popular choice of jewelers for its fashion jewelry and value price-point products. He says they also have evolved into offering contemporary silhouettes with exotic cut diamonds and color that give its products an enhanced value and ultimately a better price structure.

“Our designs are produced with the finest craftsmanship,” says Amit, “with careful attention to details. Gem Star never compromises on diamond quality and metal needs for their products.”

To better serve its retail customers, Gem Star has created an intuitive, interactive web site, enabling jewelers to easily browse through its extensive inventory and customized pieces, as well as place orders.

“Our name for the website platform is CleverGems,” says Amit. “We are able to give our retailers the ability to upload over 4,000 SKUs in real time. The membership is $100 per month, but this allows the retailer to show all our SKUs on their site, and we guarantee 48-hour delivery, direct to the consumer. We have an entire department set up for drop shipping.”

Additionally, Gem Star has a popular and robust flyer and catalog program. It provides retailers with marketing support, including POS materials and advertising support.

“We have catalogs all priced in triple key,” says Amit, “which are sent out to all retailers for their reordering with us or to show to the consumers to book sales. Our marketing professionals provide customers with personal attention, unmatched service, and unbeatable prices. All of Gem Star’s efforts and resources are directed towards helping the independent jeweler become more successful. We believe our key to success has been attributed to our policy to establish a long-term beneficial relationship with our customers. At Gem Star, we thrive to rise above our customer’s expectations. This dedication to customer service and needs builds a bond and trust between us and RJO members.”

“RJO members are very loyal to its vendors, and we really appreciate that,” he continues. “We value their trust in us, and that’s what makes us work harder in delivering them with the best service, pricing, and quality. Our team is dedicated to servicing RJO members and hoping to continuously grow with the group.”

Amit and Hetal Patel at RJO’s Summer Buying Show in San Antonio

RJO Winter Buying Show 2023

AS NOTED ON THE COVER OF THIS ISSUE, the RJO Winter Buying Show in San Antonio this past January was a record breaker. At the Show, CEO Sarah Streb announced recordbreaking sales for a Winter Show. It was little surprise, then, when the highest-ever patronage dividend was also announced, totaling $15.6 million.

This year RJO will be paying its retail members $700,0000 more in dividends than in 2021. Over the past ten years, RJO has paid out nearly 81 million dollars to its member owners.

Below are four slides presented at the Winter Show. Clockwise from the upper left are: The 2022 Dividend, the Last Ten Years of the RJO Dividend, RJO Growth Over the Last Five Years, and a 2022 New Member Overview.

Click on them to view them larger.

Click on photos to view them larger.

Show Winners

While everyone came home a winner, some Buying Show attendees were just a bit luckier than others. On page 4 of this issue, we listed winners of RJO Foundation raffles: the quilt winner was Dale’s Jewelry in Sterling, CO, and the winner of the diamond tester was Pittman Jewelers in Clermont, FL. Another winner was vendor Berco Jewelry, in the Vendor Tower contest.

The biggest winner at the Show was Donna & David Butler, owners of Clinton Jewelers in Albany, KY. They won RJO's first Jewelers Jackpot, which awarded them a jackpot of $10,750, spendable only that Monday morning of the Show, at the booths of participating RJO vendors. (See listing below.)

"We have never won anything before and were completely shocked and nearly speechless," says Donna. "We were attending the Show with our son, Logan, and his wife, Jessica. The four of us were on the floor watching the drawing. We had originally planned to leave earlier on Monday morning, but decided to stay longer because of the drawing. We had ‘jokingly’ made a plan on how we would spend the money if we won— sort of like when you purchase a lottery ticket, never dreaming it would actually happen."

"We had no issues spending the Jackpot money," she says, "and we spent it almost down to the penny. The RJO staff had clearly outlined the procedures, and the vendors were wonderful."

Gold and More Jewelers: A Great Decade of Growth

WITH A LARGE NUMBER OF COMPETITORS nearby in downtown Kansas City, Gold and More Jewelers in Liberty, MO, (population 33,000) works hard to distinguish itself in the metropolitan market. From the lines it carries to the services it offers, Gold and More continues to evolve to keep and attract customers.

“Since October 2011, my father, Delbert Olesen and I have built the business from the ground up in just 12 short years,” says Gold and More’s Brittany Murrell. “Delbert has been in the jewelry industry since he was a teenager, when his parents owned a jewelry store in Tennessee. As he got older and raised my sister and me, he served as a manager at several of the big box stores throughout Illinois, only to jump back into the industry with his own store.”

“One of the biggest challenges we face in our market,” she says, “especially being so close to downtown Kansas City, would be getting people to realize we are in business—and have been for 12 years—but also they do not need to go to the city or the big box stores to get better pricing. We pride ourselves on being a local family-owned store, and I think that is the biggest takeaway most of our customers have come to love and appreciate.”

“We carry a large range of jewelry not found in other businesses close to us, to ensure our customers are always seeing new and unique jewelry they don’t see everywhere else,” says Brittany. “The biggest advantage Gold and More Jewelers has would be all of our jewelry repairs are done onsite for customers, sometimes in the same day. Our customers love this and feel safer having their jewelry worked on in the same place it is dropped off.”

“We carry several different lines, which our customers have fallen in love with, many purchasing several pieces at a time,” she continues. “They send their friends and family in as well. Those lines are Ania Haie, Oro International, and Heera Moti—all found through RJO, and we could not be more thankful for those connections.”

Brittany explains Delbert is currently the business owner, yet the pair have, from the beginning of the business, discussed passing it on to her. She says those conversations are more prevalent now than ever, and RJO is helping in this planning.

“I am on the board of RJO’s Next Gen Advisory Board, and I am loving it,” says Brittany. Building the relationships within the next generation and being able to communicate with everyone—and pick their brains to learn more from those further in their career than I am—has been one of the biggest attractions to Next Gen. I really fell in love with the Next Gen Experience RJO hosts in the fall every other year. Being able to sit down with people in very similar situations to myself—or have dealt with some of the same things—has been a blessing to have some guidance on navigating those obstacles as they arise. The Next Gen group has also been beneficial for my father, as our conversations of the future of the business are happening more and more. He is listening and having more of those conversations as well, with some of the Next Gen group who have already gone through their transition and purchased their parents’ businesses. That has helped us brainstorm a lot on our next steps and where to proceed.”

“We have been a part of RJO for the last five years this October,” Brittany continues, “and it has been one of the most incredible groups I have ever been a part of. I love the way everyone is just willing to help answer a question, point you in the right direction, or just sit and chat with you about anything and everything. RJO is such a vital tool to the jewelry industry as a whole, and as they continue to grow and add new members and vendors, it only makes the experience that much better to be able to continue to learn and grow. And not only for us as individuals, but also to grow our businesses as well.”

Gold and More Jewelers is located at 224 North State Route 291 Highway in Liberty, MO.

Phone: (816) 781-4653

Website: www.goldandmorejewelers.com

Best Practices for Processing Payments in 2023

While accepting credit card payments is beneficial for both your jewelry business and customers, it can also leave you vulnerable to security breaches and fines. That’s why it’s so important to put policies and practices in place that make payment security a top priority.

Consider implementing the following credit card acceptance and processing best practices—designed to minimize the likelihood of fraudulent credit card transactions and chargebacks, while protecting your business against financial, legal, and reputational risks.

Credit Card Acceptance and Processing Best Practices

1. Follow the rules set out in the merchant account agreement for accepting payment by way of payment cards. If you don’t, and a sale is determined to be fraudulent, there is a slim chance of recovering the loss, even if you have insurance that covers this type of loss.

2. Match the signature to the name on the payment card. Take the extra time to read it closely; don’t just check to see if there is a signature.

3. Check the payment card for a signature on the back. If it doesn’t have one, get the client to produce another form of ID with their name and signature on it, then have them sign the payment card so you can compare. Check the other ID to make sure the name matches the signature on the payment card as well.

4. Verify that the signatures compare if you have after-sales programs—such as free cleaning and servicing for a year—that involve a client signature to sign up.

5. Require specific information for every card payment you take over the phone, including:

• Complete card number

• Expiration date

• Security code/CVV code

• Billing ZIP code (match the billing and shipping ZIP codes while on the phone, if they are different, ask the customer why they don’t match)

On the signature line of the receipt, write “phone order” and file the paper receipt. When shipping the order, purchase tracking for the shipment so you have a paper trail. This will make it more difficult for a customer to claim their goods were not received or it was fraudulent.

6. Know your customer. Good sales practice is to have a rapport with a client and obtain their name and remember it. This happens at the front end of a potential sale, before a payment card is presented. When/if a payment card is presented, verify the name they provided matches the name on the payment card.

Payment Card Security and Compliance

When processing your customers’ payments, you’ll need to comply with certain industry standards and requirements. Your compliance helps to secure your customers’ payment data and prevents data breaches that can put you out of business.

Payment Card Industry Data Security Standard (PCI DSS)

The Payment Card Industry Data Security Standard or PCI DSS is a baseline of technical and operational requirements designed to protect card holder account information and applies to all entities involved in payment card processing.

To become PCI DSS compliant, you must fill out one of the official PCI SSC validation documents, annually. The most common form is a ”Self-Assessment Questionnaire“ or SAQ.

If you are not PCI DSS compliant, you may be charged a non-compliance fee from the payment card companies (this is a separate fee not associated with your merchant processor). Here is additional information on PCI DSS.

EMV Compliance

EMV, which stands for “Europay, Mastercard and Visa” is a global credit card standard that enhances the security of in-person card transactions. EMV technology allows sensitive cardholder data to be stored in a chip rather than in the magnetic strip found on traditional payment cards.

To be EMV compliant simply means you have upgraded your point-of-sale equipment to machines that accept chip-enabled credit cards. If your jewelry business has not upgraded its equipment, you run the risk of being liable for any fraudulent activity.

Looking for more ways to mitigate loss and keep your business secure? Read Jewelers Mutual Group’s comprehensive Jeweler Security Guide.

NEW VENDORS

A & A Jewelry Supply

Los Angeles, CA

Robert Adem & Danny Farah (213) 627-8004

www.aajewelry.com

We are a single-source manufacturer and supplier of jewelry equipment, packaging, displays, and supplies, offering the best products at the lowest prices.

Abtin and Company

Los Angeles, CA

Abtin Zakikhani (213) 623-4545

www.abtinandcompanyinc.com

We manufacture everything, assuring full control of our line and quality. We offer modern look pieces in a huge variety of designs. If we don’t have what you want in stock (any size, color, or combination), we can make it in 14 business days— sooner most of the time.

A.JAFFE

New York, NY

Sumay Bhansali (212) 843-7464

www.ajaffe.com

A.JAFFE is one of the only 19th-century designers still active in NYC, combining modern glamour with timeless elegance. We offer basics with a branded transformation and a newly launched, upscale 18k fashion diamond line. Our engagement rings highlight two distinct signature designs. A.JAFFE also has its renowned and patented QuiltsTM Collection, with a pattern inspired by the 19th-century American craft of creating quilts. We believe the American quilt patchwork tells the unique stories of the strength and values that tie people together.

Don Conkey and Sons Inc.

Pittsburgh, PA

Jeffrey, Donald, Michael & David Conkey (412) 765-1462

Full line of bridal, wedding bands, pendants, and earrings. Fashion and straight-line bracelets. Loose diamonds. Custom work.

DSL Pearl and Vivid Jewels

Great Neck, NY

Eddie & Simon Livi, & Simon Ghassabian (212) 575-9127

www.dslpearl.com

DSL Pearl and Vivid Jewels are familyowned and -operated businesses for three generations, offering an extensive collection of diamond, precious gem, and pearl jewelry in all price points.

Fire and Ice

New York, NY

Bart Marks, Parag Jain, & Sumay Bhansali (212) 843-7464

www.fireandicediamonds.com

Every patented Fire and Ice round diamond is scientifically proven to be more brilliant than other Excellent and Ideal cut diamonds, and every shape diamond—including oval, princesses, and cushions—receives the highest cut grade possible.

JAS Diamonds

Chicago, IL

Ashish, Samir, Chintan Soni & Shannon Hruza (312) 781-1865

www.jasdiamonds.com

Established in 1983, JAS Diamonds is a retailer’s one-and-only stop for natural and lab-grown loose diamonds, melee, layouts, and pre-set jewelry, with an emphasis on cut quality.

Jorge Revilla

Saunderstown, RI

Jorge Revilla (401) 632-7846

www.jorgerevilla.com

High-end sterling silver designer line with handmade textures, genuine color stones, and diamond slices.

Lau International

Miami, FL

David Lau, Peter Lau & Ines Santos (305) 539-0792

www.lauinternational.com

Family-owned business for over 60 years. Hong-Kong based, with our own factories. Supplier to many well-known retailers all over the world. Our main office for North America is in Miami, FL.

M. Geller LTD

Chicago, IL

Louis Price, Zach Grosser, Liam Boehme, & Naomi Sossman (312) 984-1041

www.mgellerdiamonds.com

Founded in 1984, we are a loose diamond memo call supplier that services both Natural and Lab Grown Diamond products. Extensive, competitive inventories of both loose Natural and Lab Grown Diamonds. We are an authorized distributor of WD Lab Grown Diamonds, which are SCS Sustainability Certified. Additionally, we offer—at no charge—customized, retailer branded customer-facing diamond search programs.

Optimum Retail Solutions

Olathe, KS

Vince Rath (801) 907-1650

www.optimumretailsolutions.com

ORS provides leadership development and operational consulting services to the independent jewelry retailer.

Palak Diam

Los Angeles, CA

Ankur & Jimmy Savani (213) 228-0070

www.palakdiam.com

We are the largest buyer of recycled and closeout diamonds in the U.S. today. A family-owned and -operated business for three generations, we are headquartered in Los Angeles, CA. We buy any and all types of natural diamonds, regardless of shape, size, color, or quality.

Sandberg & Sikorski

New York, NY

Sumay Bhansali

(646) 253-9601

We are focused on providing value, proactive communication, and consistency. No matter how small the order is or what it is, we take every custom piece with the highest attention, knowing the goal is always to keep your customer pleased.

WHAT’S IN STORE FOR

In-Store Events

Back in 2019, In the Loupe ran a story about in-store jewelry events, and a handful of jewelers were interviewed for their perspectives (see below). In this issue, two vendors who have experience and expertise in hosting in-store events share their thoughts. They are Alisa Bunger, vice president at Chic Pistachio in Crandall, TX; and Ann Gieser, owner of Avay Gray Designs/Henderson Legacy/Luca in Charlotte, NC. Both Alisa and Ann have been RJO vendors since the summer of 2019.

Describe how in-store events fit into your company’s business.

Ann: Henderson Legacy has been known for our profitable and fun in-store events. In fact, we often say we specialize in them. In-store events allow us to meet with the consumer and get an even better understanding of what they want for their jewelry wardrobe. Jewelry is personal, so getting to know your extended clientele is key. The old ‘one size fits all’ hardly works for our collection, so getting to know

Flashback: In the Loupe, October 2019

“Oh Yes, It’s Ladies’ Night!”

This pre-COVID look at hosting in-store events focuses solely on Ladies’ Night events. Stories represent jewelers looking into hosting an event to those who regularly host them, and also includes insight from an expert who switched the focus of his store from “Sale Oriented” to “Event Oriented.”

not only the store and the staff, but also the ultimate wearer is essential to growing and offering jewelry that works for the market.

Alisa: More than just the event itself, we grow our client base, which leads to long term return on investment. Today’s permanent bracelet buyer is potentially tomorrow’s engagement ring shopper!

What are some of the most popular and successful in-store jewelry events?

The October 2019 issue of In the Loupe may be viewed here.

Ann: Some of the most successful instores we have attended have ranged from the ever-popular Ladies’ Night Out to Men’s Night Out. While those nights have been done time and time again, they still work. Holiday in-stores are always popular, especially since we went for a while with not being able to have those holiday events. Consumers want to see your store dolled up for a special occasion, and they want to see you on the outside of the counter eating, toasting, and socializing. The most

Whats’s New? How about Zapping & Piercing Parties?

It’s pretty clear what a Piercing Party might be ... customers come into the store, select some jewelry fit for a piercing, and then Bam! The piercing is done live and at the store. Zapping may be less familiar, but Katherine Whitacre, Sales and Marketing Director for the brands Ania Haie and Aurelie Gi at Chic Pistachio, says hosting successful piercing and “zapping” parties is a solid approach to bring more Gen Z and Millennial customers into the store.

"Zapping is where we custom fit and weld a solid gold bracelet directly on to you," says Whitacre. "This means your bracelet is custom fit to your wrist, with no clasp, and it should require no maintenance. It's there to sparkle and shine and make you happy! Though we like to think of zapped pieces as permanent, they can simply (but permanently) be taken off with scissors. ‘Zap’ refers to the flash you see when you get a piece of jewelry welded onto your wrist."

According to Whitacre, hosting a Zapping Party has many advantages for the retail jeweler, including the ability to highlight stock jewelry, such as metals and clasps; the free promotion the store will get from participants; and the value.

"The value of the event far exceeds the effort and cost needed," she says, "and the second event is easier than the first." Stores do need to provide someone to do the zapping, and Whitacre says most staff members can train to learn the skill.

"Ideally, the store’s bench jeweler will be able to assist in getting staff members trained on the basics." says Whitacre. "If the store does not have a bench jeweler on staff, the popularity of permanent jewelry has fortunately provided more resources now than ever, in terms of tips and tricks and online videos and tutorials. The best trait an employee can have for this is patience. No matter the skill level, most anyone can learn to do this with practice. I recommend starting with larger link chains and working your way to more delicate chains as you become more comfortable."

As with other in-store events, Zapping Parties share similar hosting and marketing needs and opportunities.

“Provide treats from a local bakery,” says Whitacre. “Partner with a local boutique for a zapping pop-up at their store, feature a specialty beverage from a local winery or distillery. Partner with a local business to have a trunk show or pop-up at your store, emphasizing body care, candles, handbags, and such. Tag the business(es) you’re partnering with in social media posts and stories in order to increase the exposure during and after the event.

Possible In-Store Jewelry Events (in no partic Goat Yoga Classes • Fashion Shows • Music Al Wine Down Wednesday • Tastings From New R Glam Dress-Up • Adult Prom • Decades Theme

successful events are those that are relaxed and offer no pressure. While the ‘no pressure’ concept is hard for some to grasp, we have found this gains more sales than not. Also, successful events are not always about the quantity of attendees, but the quality. We make sure we always debut a new piece or collection at an event. We ask customers for their feedback on items and allow them to be in on some design decisions as well. We have found that in a small way, everyone has some designer quality in them, and sharing it makes them feel a huge part of the process.

Alisa: The list of potentially popular and successful events is quite large, and I’ve put together quite a varied list. [ Readers can see Alisa’s events and others at the top of this page. ]

What makes for a successful in-store event?

Ann: Success weighs on the consumer attending the event and their wanting to see jewelry they might not get to see every day. Again, you don’t have to have a store full of people for an event to be considered a success. Employees who have worked their customer list have a better success rate than those who do not reach out or do not really sell an upcoming event.

For an event to be successful you must put energy into it. If you are not willing to work for the event to be well attended, then the success rate is diminished. The consumer wants a reason to walk into your store. They want a reason to go out on a possibly rainy or cold evening. Simply telling them a designer will be there may not be enough. (Yes, this can be a gut punch, but the truth is the truth). Let them know you will have a drawing, or you will offer an in-store discount, or they will be eligible for this or that. Maybe they’ll get a free polish when they get their ring cleaned. It does not have to be pricey, but unless we incentivize, then the game gets harder. They need incentive and, as a designer and store owner, I know if it is not given, then we have missed out on so much potential.

Launches

Restaurant

366th Day Party (Leap Year)

e (50s, 60s, 70s)

Alisa: My tips for a successful in-store event include:

- Be sure you and the staff wear jewelry appropriate to the event. As for clothes, it all depends on the theme!

- Music should be fun, but event appropriate (i.e., not too loud). I look for music with an easy beat that is positive but doesn’t drown out the guests having conversations.

- Talk to a local caterer or restaurant and see if they would like to partner with you. Charcuterie boards are all the rage right now. Also partner with your local boutiques and businesses by asking for gift card donations and doing raffles. That will encourage consumers to attend, and it also builds business for your other local small businesses!

What should jewelers know about marketing these in-store events?

Ann: Sales are the incentive to host these events. In a world of everything social, word-of-mouth is still king in many areas and for many age groups. People talk about events and being invited to them. They love being treated to something special. Not all sales come the night of the event. Some sales may come later, but the seed was planted at the event. People talk about an event long after it is over.

For marketing, we go beyond dropping a postcard in the mail, by sending out what we call our ‘love boxes.’ The retailer’s top 25 customers will receive a cookie box from us inviting them to the event. A postcard these days is just another piece of recycling. But when you receive a box, you want to open it because you are intrigued. When it has fresh-baked delicious cookies inside—along with an invite to a special event—the feels of ‘being special’ hit a high level.

Alisa: Social media is the top way to tell today’s generation about special events, especially using videos and stories. Gen Z is looking for the experience of visiting a store, and videos best demonstrate experiences. If you are just starting events, use still images and promote them to your existing customer base. On the day of the event, take videos and more images you can eventually craft into a reel for future events. It really sells to show how much fun was had by all.

Some stores still do the occasional online live event at different times, however virtual is difficult to capture and promote the live experience these events provide. Also, take pictures and videos throughout the day of the event. Ask customers that day to say a couple of words about their fave part of the event. Afterwards, craft the footage into reels and stories.

Ladies’ Night: One Jeweler’s Story

Sissi Gholson of Gholson Originals Fine Jewelry in Waco, TX

We started a Ladies’ Night Wish List Party several years back for a couple of reasons. We know there are some men who are a little intimidated by popping into a jewelry store and some that just have no clue what their gal would even want, so a special night helps. It also helps those who are a little worried buying jewelry is going to break the bank, so by seeing a wide price range of items, they become a lot more comfortable, and it makes them feel that joy of getting something they know their sweetheart will love. It's a win-win. We encourage ladies to put fun items and fine jewelry items on their Wish List, so the ‘gift giver’ can choose where they want to be budget-wise.

My standard for success comes when I learn how happy the ladies are when they open that gift on Christmas morning. So, I guess it’s the customers who let me know if it was a success. Seeing the ladies make their lists and enjoying each other's company is a definite highlight for me. It's no secret to anyone who knows me that I love my girl time with friends, so of course that may have had a little to do with sparking that Ladies’ Night idea. You also know it was a good time when, after it's over, many of the ladies head across the parking lot and continue the fun.

Our Ladies’ Night so far has exceeded my expectations. We have sips and treats, gifts, door prizes, and drawings. One year we gave everyone that came a fun bracelet, and this past year we gave t-shirts with our logo. That was a hit. At the end of the evening, we draw a name from all who attended and give one or more winners a gift certificate.

CALENDAR

March 2023

10

All payments must be received in RJO Office

12

Daylight Savings Time begins

17

St. Patrick's Day

20

First day of Spring

23

All invoices must be received in RJO Office

NEW MEMBERS

Barry Coats Jewelers

Barry Coats

Livingston, TX

Referred by Matt Stuller Stuller, Lafayette, LA

Bay Area Diamond Co. (third location)

Jill & Brian Rouse

Mundelein, IL

Capper Jewelry

Brent & Carla Capper

Iola, KS

Casavante House of Jewelry

Amrit Singh

Austin, TX & Cedar Park, TX

Diamonds and Dogs

Dennis & Kathy McCammack

Hillsboro, IL

Referred by Karen Engler Shah Group, New York, NY

Hudson Jewelers Inc.

Nancy & Erik Mauter

Saint Mary’s, OH

Referred by Vince Innocenti Berco Jewelry, Chicago, IL

F

10

April 2023

- All payments must be received in RJO Office

- Vendor Registration opens for 2023 Summer Buying Show in Philadelphia

17

Easter

21

All invoices must be received in RJO Office

22 Earth Day

Innovative Custom Jewelry

Micah Moeller

Heber City, UT

Referred by John Scavo Legend Jewelry, Renton, W

Jim Bartlett Fine Jewelry

Jim Bartlett

Longview, TX

Referred by Shane Decker Ex-Sell-Ence, Inc., Monument, CO

Jones Jeweler

Steven & Rebecca Jones

Celina, OH

Referred by Prem Jain Gems One, New York, NY

Mallory’s Creations

Randy Lee Mallory

Mineral Wells, TX

Referred by Eli Shrem RDI Trading, Rochester, NY

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.

Malson’s Jewelers (third location)

Morris Esses

West Nyack, NY

McKenzie and Smiley Jewelers (two locations)

Bryan Smiley

Clarksville, TN

Moore Jewelers

Montgomery Moore

Laredo, TX

Ranch Road Jewelry

George R. Poe

Cedar Park, TX

Stokes Jewelry

Loann Stokes

Stillwater, MN

Vanessa Fine Jewelry

Donnie Baugh

Lakewood Ranch, FL

Referred by Jeff Elliott, Wilkerson & Assoc., Stuttgart, AR