I N
T H E
LOUPE
October 2 0 1 8 • Is s u e 8 2
IN THE KNOW WITH RJO
A Strong Foundation SEE PAGE 2
FROM THE RJO FACEBOOK PAGE
What are your hours of operation? SEE PAGE 3
CustomHatch showing real success SEE PAGE 4
VENDOR PROFILE Star Solitaire
SEE PAGE 6
JEWELER PROFILE
Kottke Jewelers SEE PAGE 8
COVER STORY
What’s Hot for the Holidays SEE PAGE 11
ALL EYES ARE ON TENNESSEE, as RJO’s Winter Buying show returns to Nashville January 25-28. We’ll mix Nashville’s country music heritage with RJO’s great Buying Show traditions, including the best vendors in the world offering our members the newest, hottest, and most desired jewelry to start off the new year.
Our Music City Show will feature RJO’s exclusive membership benefits as well, including: • one $250 travel voucher for each qualifying store when you register by December 28; • up to three consecutive nights’ stay at the host hotel, the Renaissance Nashville Hotel; • buying discounts, via RJO Purchase Vouchers, allowing you to save up to an additional two and a half percent on what you buy from vendors; and • a $10 lunch coupon for concessions on the Show floor.
Your Show Registration Packet will be in the mail soon, and online registration will open on November 7. At that time, just go to: www.rjomembers.com, log in, and go to the Buying Show section. Registering online can be completed in a matter of minutes. You may also complete the Registration Form located on the last page of your Registration Packet, mail or fax it to the RJO office: P.O. Box 1045, Newton, IA 50208. Fax: 641-792-9251.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
In the Know with RJO
A Strong Foundation
THE SEASON OF GIVING is fast approaching, and I’m always delighted how the focus can turn even the grumpiest among us into thoughtful and endearing gift givers (and recipients!). We’ll see it in our stores, where the holiday crowd shows up wanting just the right thing for their friends and family. We’ll see it once we close our stores, when we go shopping for our loved ones. We’ll see it in ads, in songs and in gatherings.
There will be more than enough time in the months ahead to focus on beautifully wrapped gifts and surprises, so I’d like to take this moment to focus on giving to support our growing RJO Foundation. It’s been a really impressive year for the Foundation, including the launch of our 100+ Club, the expansion of the scholarship opportunities to include vendors, and the creation of a national campaign committee committed to developing a digital event box members can use in their businesses to help support the Foundation.
I’m also excited to add to the Foundation’s initiatives with our “Shirts for Scholarships” fundraiser. In advance of each Buying Show, we’ll offer clothing featuring the upcoming Show’s beautiful logo. The first set of clothing is now available, and the selection includes a regular t-shirt, a long-sleeve t-shirt, and a hooded sweatshirt. Our goal is for all Show attendees to come together and proudly wear their shirts on the Show floor on Sunday at our Winter Buying Show in Nashville.
Here you can see how good looking these shirts are. The RJO staff have theirs purchased, and excited for them to arrive. And black goes with everything. Prices range from $20-$35, and you may order them directly through this link. All proceeds will benefit the RJO Foundation.
After you’ve ordered your shirt, come back and finish reading the rest of this issue. If you’re like me, you’ll be pleased to see how forward-looking RJO is, and you’ll be impressed with all the products and services we offer to help you make the most of your business.
I wish you the best for the weeks ahead. May they be filled with crowded stores, many sales, lots of warmth, and smiles. Sarah Streb RJO CEO
RJO Board News
Merchandise Review Committee The RJO Merchandise Review Committee (MRC) has reappointed members Brendon Davis, Thomas A. Davis Jeweler and Michael Noe, Noe’s Jewelry.
Foundation Board of Directors The RJO Foundation Board of Directors has reappointed Kimberly Gassen, Grace Jewelry and Bob Disinger, Disinger Jewelers of Jasper.
Vendor Advisory Committee The RJO Board of Directors appointed the following four vendors to the Vendor Advisory Committee: Ken Dugas, Stuller (incumbent) Jessica Pioletti, HL Mfg. (incumbent) Jemini Joshi, IDD Steve Berkowitz, Sterling Reputation RJO thanks Steve Schurhammer, Schurhammer Mfg., and Andrew Rickard, RDI Diamonds, for the time served on the Committee. They chose to resign their seats and the impact they had on the Committee will be missed. RJO also thanks all applicants for their willingness to offer their time and talent to RJO.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
From RJO’s Facebook Page
THE RJO PAGE ON FACEBOOK hosts a variety of interesting discussions every day. Here is an edited exchange from a post earlier this month:
SERVICES Centralized Billing
Patronage Dividend
RJO Website (rjomembers.com)
Buying Shows (Fall/Spring) RJO Chat Channel
In the Loupe – RJO’s newsletter
Free Print and Radio Ad Library (on the RJO website) (at the Buying Shows)
I’m in a town of 42,000, in an essentially standalone location: Mon-Th: 9-5:30; Fri: 9-8; Sat: 9-3; Sun: Closed
Member-to-Member Incentive Program (Recruitment Program)
Organized Buying Trips to Antwerp and IdarOberstein, and Israel RJO Directory
Travel Vouchers at Shows
(offered at varying times)
Free Hotel Room Incentive (at the Buying Shows)
RJO Informational E-mail Blasts
I’m in a town of 5,000: Mon-Fri: 9-5:30; Sat: 9-1; Sun: Closed I finally like my hours after 43 years.
I’m in a town of 49,000: Mon-Fri: 9:30-6; Sat: 11-4:30; Sun: Closed
I’m in a town of 4,000: Tues-Th: 9-5:30; Fri: 9-6; Sat: 9-1; Sun-Mon: Closed Life is good. If you have to be open seven days a week, you’re working too much to make a living.
I’m in a downtown of a town of 10,000: Mon-Th 9-5:30; Fri: 9-6; Sat 9-2; Sun: Closed
I’m in a town of 165,000, in a standalone location: Mon-Fri: 10-6; Sat 10-4; Sun: Closed
Purchase Vouchers (at the Buying Shows)
RJO Membership Certificate
RJO Next Gen and RJO Succession Experiences
We’re in a downtown suburb of Chicago: Mon-Wed, Fri: 9:30-5:30; Th: 9:30-7; Sat: 9:30-4; Sun: Closed
I’m in an area way over 29,000: Mon-Fri: 9:30- 5:30; Sat: 9:30-3:30; Sun: Closed
I’m in a downtown square, population of 13,000: Mon-Fri: 9-5; Sat: 9-1; Sun: Closed
Private Label Credit Card Service
Scholarship Opportunities (from the RJO Foundation)
Replies: I’m in a rural town of 8,900: Tues-Fri: 9-5; Sat: 9-1; Sun-Mon: Closed We are open Mondays before holidays and between Thanksgiving and Christmas. We have done it this way for 17 years now. We have weekends, albeit displaced. I LOVE MONDAY OFF! I’m in a downtown location of 11,000: Mon-Fri: 9-5:30; Thurs: 9-7; Sat: 9-5; Sun: Closed
Educational Seminars
JewelConnect
Post: I’m wondering what other stores do for normal hours of operation? We’re in a standalone store in a town of 15,000 citizens, and right now our normal hours—not the holidays—are: Mon-Fri: 9-8; Sat: 9-5; Sun: Closed
We’re on Main Street in a town of 3,800: Mon-Sat: 9-5; Fri: 9-9; Sun: Closed After 41 years, we started closing Mondays last January. It is great. Most of our customers understand; they don’t want us to get burned out.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
RJO Foundation News
RJO Foundation Scholarships Awarded The fall scholarships were awarded in October, and to date the Foundation has awarded nearly $25,000 in scholarship funds to almost 50 RJO members. The winners were: • Victoria Austin, Carlson Brothers Jewelry • Christina Hatch, Parris Jewelers • Jeffery Turnbo, Nacol’s Jewelry • Chris Brown, Thurber’s Jewelers • Lisa Dumstorff, Becker Jewelers • Stacy Smith, Bland’s Jewelry • Emily A. Ford, Winks Jewelry • Elizabeth R. Kensak, Windmill Park Jewelers • Brittany Hopkins, Enhancery Fine Jewelers
Testimonials from winners, as well as more information about the RJO Foundation, may be found here: www.rjomembers.com/members/the-rjo-foundation/.
Shirts for Scholarships Launching with our Winter Show in Nashville, we’ll offer clothing featuring the upcoming Buying Show’s beautiful
logo. The first set of clothing (t-shirt, a long-sleeve t-shirt, and a hooded sweatshirt) is now available, priced from $20-$35, and you may order them directly through this link. Our goal is for all Show attendees to come together and proudly wear their shirts on the Buying Show floor on Sunday. All proceeds benefit the RJO Foundation.
Diamond Draw in Nashville Help us kick off our 2019 fundraising efforts with the RJO Foundation Grand Ole Diamond Draw to to be held in Nashville. Sponsoring vendors have so far donated nine (9) .25 carat or larger diamonds for the RJO Diamond Draw. For your chance to win, purchase a velvet pouch for just $20, check your number, and see if you’re a lucky diamond winner! All proceeds benefit the RJO Foundation. RJO Foundation National Campaign The Foundation’s National Campaign Committee will be launching a National Campaign both our members and vendors can use in their businesses, to help support the Foundation. The National Campaign will launch at the Summer Buying Show in Schaumburg, IL, in 2019.
RJO Custom Hatch shows real success
AS AN INDUSTRY-FIRST innovation, RJOCustomHatch was always a calculated risk,” says RJO CEO Sarah Streb. “Whenever a new concept is brought to an industry, there is always a chance it is not adopted, cannot supply the value it promised, or any number of other issues. Happily, RJOCustomHatch has exceeded expectations and has shown real success in only a few months.
“After being used by many RJO retailers and adopted by 16 vendors,” says CustomHatch system designer Andrew Boundy (of RJO vendor VRB Internet Solutions and JewelConnect) “we have seen multiple orders from a number of different vendors, and we are seeing a very positive order-to-inquiry ratio. We’re still crunching early numbers, but retailer
feedback has been only positive, and we know vendors are happy as they are getting orders.”
The concept for RJOCustomHatch came from RJO vendor Kaushal Shah of VEER. Essentially, the system allows a retailer to submit the desired parameters for the design of a custom piece of jewelry and have multiple vendors respond to that inquiry. It’s the electronic equivalent of emailing 16 bid requests to different suppliers for a quote on a piece (with color images and wellstructured information), allowing the retailer to then pick the response that works best for them. The structure of the system makes requests easy and complete for the retailer and timeefficient for the vendor.
“As with all systems of this type, everyone involved needs to see value in the service, and nobody should lose out” says Boundy. “In this case, everyone wins, and we keep the business within the RJO family.”
“RJOCustomHatch is free for retailers, so if you haven’t used it already, I encourage you to take a look,” says Streb. “The system has been provided by RJO to help you establish or grow your custom sector. There’s great expertise and options within the amazing RJO vendors that participate.”
Boundy will be hosting a seminar on the system in Nashville on Saturday during the Winter Buying Show. For those interested in the capabilities and benefits of this unique RJO-exclusive system, be sure to include the seminar in your Show registration and visit RJOCustomHatch.com.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Photos from our time away ...
My European Advantage
Erika Kendle Godfrey, of Hawthorne Jewelry in Kearney, NE, wrote this on Facebook in early May. She traveled to Antwerp this past October.
Antwerp gives you an advantage to search for the best quality jewelry, all while offering lots of unique marketing positions to work from. You can do a pre-sale event, so you have even more reason to buy while you’re over there! While I am repeating what others have said, your biggest goal, in my opinion, is to get the customer to believe the reason they’re buying from you is: • you’re either going to save them money (which you’ll have to guarantee, if that’s how you’re selling your Antwerp promotion) • you’re going to exceed their expectations in regards to quality, size, etc. (which, again, you’re going to have to guarantee, depending on how you market yourself) • you’ll take time and devote your knowledge to select and provide your customer with the best possible choice when it comes to loose diamonds (something you’ve got to do) • you’ll have access to totally new and unique stones— colors, shapes, qualities—which allows you to work with custom items and offer them a totally fun experience they cannot get from anyone else (homework is required if you’re going to promote in this direction) And you can combine any or all of these ideas ... and there’s probably something I’m forgetting, too! At any rate, all of this is possible with Antwerp. You do have fantastic vendors who are ready and definitely willing to help you. Attend the Antwerp Reception at the Buying Shows. Kate Peterson has put together a great training module for you, too! Plus, you get to be in a room full of retailers who love coming together so that we can all succeed!
This year, RJO invited custom design partners on the trips to allow for new and exciting opportunities for our retailers. Matthew Ego from Guild+Facet and Anish Desai from Star Gems were with the groups overseas while Prashant Mehta from DiaExpressions was available via Facetime. Their talents allowed them to sketch designs spontaneously for the hand-selected stones so retailers could share it with your customers in real-time. This was a wonderful addition, renewing passion for our veteran travelers and providing exciting new opportunities for our first-time travelers.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Star Solitaire: Loose diamonds, small and large
IN DOWNTOWN NEW YORK CITY, about two blocks south of Rockefeller Center, you’ll find Star Solitaire nestled in the heart of the Diamond District. A dozen or so stories up there’s a good chance you’ll hear Pranaya Shah, likely talking to an RJO member.
“I am lovingly called Chatty Pady,” says Shah, who services RJO jewelers, along with team member Neel Vora. Star Solitaire is a wholly owned subsidiary of diamond manufacturing company Starrays in Mumbai. It is a third-generation family-owned enterprise, and from its modest beginning in 2004, Star Solitaire has become a De Beers Sightholder, with sales and marketing offices in Mumbai, New York, Hong Kong, and Dubai. President Vimal Shah leads a team of eight in the New York office.
“We chose the name Star Solitaire to signify our willingness to be the preferred supplier of all loose diamonds,” says Shah, “from smaller stars to larger solitaires. More than 80 percent of our loose diamond production is certified by GIA and earn a cut grade of Excellent.”
Shah says the business thrives on the members who believe you need to have it in order to sell it. He says customers handpick rounds in the SI-2 and I-1 categories, grades of Excellent. They offer diamonds in all
sizes, with many customers stocking up on 0.60-1.99 carats. Shah says their bestsellers are 1.00 carats between $2500-$4000 in rounds and $3000-$3800 in fancies. He says they see a greater affinity for white diamonds in the E to H color range, and customers seek diamonds that are eye clean and laser-inscribed, with GIA report numbers. In the past ten years, Star Solitaire’s manufacturing has evolved into the production of solitaire sizes larger than 0.50 points, to 3.00 carats in rounds and fancy shapes.
“Our individual parcels display additional grading features,” says Shah, “such as intensity, type, and presence of naturals, opens, black crystals. We also provide QR codes that allow downloading real HD images and video. Our database of almost 12,000 diamonds has been photographed to help jewelers virtually inspect the diamond before shipping. We have the ability to text images and video to cell phones, as well as email all required details.” Shah says joining RJO in 2014 has afforded the company the opportunity to make long-term friendships and has highlighted the importance of building trust as a prerequisite for doing business.
“People are buying into you before they buy into your product,” says
Shah. “RJO lets us build relationships with varied jewelers countrywide, from a single platform. The RJO Buying Shows are the only shows where most vendors leave goods on the open tables with complete confidence, while working with others. The most commendable virtue of RJO is it pays dividends to its members and constantly takes care of its members and vendors. RJO is our best resource for targeting business with mom-and-pop independent stores.” Shah says business has grown 30 percent YOY since joining RJO. “We have learned from experience,” says Shah, “that members take time to try new vendors and even longer to trust them. We are not only worth your trust, but are committed to RJO and here to stay. If you teach us your likes, your needs, and your expectations, we shall endeavor to fulfill them. We even travel to our member partners and help with recutting projects, certifying diamonds, pricing your diamond inventory, and selling your unwanted or extra diamonds. We don’t use our time to waste yours, but utilize your trust to build a mutually beneficial relationship.”
Star Solitaire is located at 20 West 47th Street, Suite 1401, in New York, NY Phone: (212) 704-4188 Website: www.starsolitaire.com
MILESTONES
Ernest Grunwald, of Belair Time in Lakewood, NJ, died August 9. He was 104.
Jeff Johnson, of Johnson Jewelry in Worthington, MN, passed away on August 13. He was 54.
Ian Strachan, owner of Iowa Jewelers Supply, Des Moines, IA, died October 6. He was 69. Iowa Jewelers Supply closed its doors in 2014. Our thoughts go out to the families.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Low-cost ways to reward employees this holiday season
RECOGNIZING AND REWARDING your store employees for a job well done increases employee engagement and overall job satisfaction. Engaged employees tend to be happier, and happy employees perform better at work and create happy customer experiences.
With the upcoming holidays being one of the busiest times of the year, your employees are likely working extra hours and delivering outstanding customer service. If you’ve thought about rewarding your employees for their hard work but don’t have a large budget, that’s not a problem.
Jewelers Mutual Insurance Group offers several jeweler programs to support store owners in rewarding their employees and extending service after the sale by offering peace of mind for customers. It’s easy to earn points or cash that can be shared with your employees. Here are a few other low-cost and creative ideas to reward your store employees.
Provide a break for sweet treats Food brings everyone together, especially when that food is cake, cookies, cupcakes, etc. During the next few months, there is certainly no shortage of delicious and festive treats at your local bakery. Pick up some sweet treats and surprise your employees with an afternoon break.
Recognition in front of peers At your next employee meeting, take a few minutes to recognize those who have gone above and beyond. Not only will you make that employee feel important and appreciated, you may very well inspire others to go above and beyond.
VIP parking spot If you live in a state with freezing cold winters or steaming hot summers, you appreciate a wellplaced parking spot. Prime parking is reserved for your customers, but go ahead and designate a great spot for the employee of the month. They will enjoy the coveted spot and the recognition.
Handwritten note with a small gift Take some time to write a short, handwritten note to each of your employees. Thank them for their hard work over the past year, and call out any personal successes they may have had. Include a small gift or gift card along with the note as an extra special surprise. These small gifts don’t have to be expensive. Consider chocolates, gourmet coffee, or a bottle of wine. You could also make a small donation to a charity of their choice.
Decorate for the holidays The holidays are a great time to connect with people on a more personal level. Invite everyone to dress casually and decorate the store together. Play some holiday music to help get in the spirit. A festive environment provides an opportunity for employees to get to know each other and the customers better and provide a more memorable experience.
Provide a little pampering Stress levels can be high during the holidays. Hire a massage therapist to give 10-20 minute chair massages to employees during breaks. Even a short massage can produce many health benefits for the employee, as well as the employer.
Welcome feedback Remember that communication is key no matter the time of year. Make time during the less busy periods of the holiday season to talk with your employees as often as you can, and they will be more likely to tell you what they need to be more productive during the work day. The more closely you listen, the more you can help boost productivity and engagement at your store all year long.
Reward yourself, your employees AND your customers with jeweler programs offered by Jewelers Mutual. Share the rewards of the program with your employees; reward your customers with the gift of protection and service well after the sale.
Mentioning Jewelers Mutual to your customers as an option to consider when protecting their jewelry purchase is a proven way to enhance your customer relationships and build trust.
According to a recent survey of Jewelers Mutual’s personal jewelry policyholders, more than 50 percent of jewelry purchasers said their jeweler was the most influential source when deciding to purchase insurance.*
Find out if you’re eligible to participate in one of Jewelers Mutual’s programs to help grow your business, enhance the overall customer experience, and reward yourself, your employees and your customers.
* Which sources influence the purchase of insurance? Survey conducted by Dynamic Insights, October 2017.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Kottke Jewelers: 100 years of “that much more” IF YOU ARE NEARLY 100 years old and grew up near Owatonna, MN, there’s a good chance you’ve heard of Kottke Jewelers. It is, after all, the oldest retail business in Owatonna, located for the past century in the same location in the heart of downtown.
“Upon entering, customers are always greeted with a smile and a welcome to the store,” says Matt Kottke, grandson of the store’s cofounder, Carl, and son of current owner, Faye Kottke.
Carl and partner John Jergensen opened the store in 1919, at the time incorporating both last names. Matt’s father Bill joined the store in 1965, working into his early 90s, before passing away in 2014 at the age of 81. According to Matt, in addition to fine jewelry, Kottke’s is well-known for: clocks, watches, china, silverware, and sterling serving pieces, as well as being widely respected for their in-house jewelry, watch and clock repair. Matt joined the business after Bill’s passing, bringing his 30 years of experience in marketing and local manufacturing.
“The best part of being a small independent family-owned jeweler— that’s easy— its the people,” says Matt. “Our customers are so kind to our store and our family, which makes it easy for it to be a ‘win-win’ for doing business here. Personally getting to know our fellow retailers, the businesses—large and small— and the people that work there is something that makes every single day a great experience.”
“One of the mainstays of Kottke Jewelers is we have always employed amazing women who have been instrumental in our success,”
continues Matt, prompted by a reference to his mother. “Fondly called, the ‘Kottke Girls,’ these women are like family and take as much pride in representing what that title means, as the store does in having this loyal and charismatic team working alongside us.”
Staying in the same location for a century presents challenges, but the store has been able to maintain much of its original character. While cosmetic updates have taken place in recent years, relative to flooring and painting, customers still find the same charm they experienced from the early days of the store. Tall ceilings with ornate tin panels adorn the ceilings, while lights hanging from the ceiling still illuminate the store as they have since it first opened. Lamps still rest atop the large wooden and glass counters. The walls are aligned with tall cabinets with glass doors that slide up and down.
While customers may enjoy the historic feel of the store, Matt says they also come into Kottke’s assured of finding quality products, fair pricing, and above all, friendly and excellent customer service.
“Jewelry items that remain popular today,” says Matt, “include necklaces and rings with bracelets and watches being a growing part of our business. Bridal remains one of our strongest lines, and it’s always so heart-warming to hear the wonderful stories of generations of families who have gotten engaged with a ring purchased from Kottke Jewelers.”
In addition to special moments, Kottke’s also creates moments of their own for customers. Besides the traditional holiday sales of
Valentine’s Day and Christmas, Kottke’s has run a Ladies Night event early in December, where special invitations are sent and customers come in and build their personalized holiday Wish Lists. Matt says it has proved to be a wonderful way to showcase new products, and he feels fortunate to have several RJO vendors attend these events as well.
This community involvement might be expected from its oldest retailer, and Matt says making a difference is important to the store.
“This may not be a surprise to other successful retail jewelers who are similar to ours,” he says, “but one of the keys to our success is the importance of being involved in the community and the need to give back to those you serve. Whether it be your local schools, service clubs, Chamber events, or simply volunteering at events or programs that support the community— it all makes a difference—and it all matters.”
This philosophy reinforces the store’s slogan, “To say it came from Kottke’s means that much more.”
Plans are already underway to celebrate Kottke’s 100 years of selling jewelry and making a difference.
“Kottke’s will be celebrating throughout 2019,” says Matt, “with a special nod towards Carl and Bill Kottke—who were so instrumental in the success of the business—and their ties to this community.”
Kottke Jewelers is located at 115 North Cedar Avenue in Owatonna, MN. Phone: (507) 451-6644 Website: www.kottkejewelers.com
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Nashville Sneak Peek
The Winter Buying Show Registration Packet will be in your hands soon enough. In the meantime, here’s a quick look at some items that will make this Show so ... well, grand!
GRAND OLE DIAMOND DRAW Help us kick off our 2019 fundraising efforts with the RJO Foundation Grand Ole Diamond Draw! To date, sponsoring vendors have donated nine (9) .25 carat or larger diamonds for the RJO Diamond Draw. For your chance to win, purchase a velvet pouch for just $20, check your number, and see if you’re a lucky diamond winner! All proceeds benefit the RJO Foundation.
SUNDAY EVENING’S CLASSIC COUNTRY GET-TOGETHER After a successful day on the Buying Show floor, it’s time to grab a drink and gather at a country outpost fit for Johnny Cash himself. A live country band will play some of the country star’s greatest hits in the ballroom. Can’t dance? RJO has got you covered with a line dance instructor on hand.
Friday Excursions GRAND OLE OPRY AND RYMAN AUDITORIUM TOUR Enjoy as a knowledgeable guide takes guests on a backstage tour of the Grand Ole’ Opry House and Ryman Auditorium, must-see venues for anyone visiting the Music City.
BLAINE LEWIS—NEW APPROACH SCHOOL FOR JEWELERS TOUR You will have a golden opportunity to tour the school that is at the heart of training bench jewelers for generations to come, as well as see a short demonstration on small tips and tricks Blaine recommends. THE REDNECK COMEDY BUS TOUR Have a laugh on this fun-filled bus tour of Nashville’s most famous and historic sites, and take in all the musical acts and cowboys along the way.
Monday Excursions WILDHORSE SALOON PRIVATE LINE DANCING, DINNER AND DRINKS! Square dance to live music, order cocktails and dine on classic country fare at the world-famous Wildhorse Saloon. It doesn’t get better than this!
LIVE MUSIC PUB CRAWL Want to feel like a Nashville local? Gather at Legend’s Corner for drinks and live country music, then dinner and drinks at Robert’s Western World, followed by dancing at The Stage on Broadway.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
An advertising and marketing crossroads SOME WOULD SAY how we advertise and market retail jewelry has already reached a crossroads. I believe they are premature in that thinking. In most cases, that prematurity comes from overly aggressive organizations desperately searching for non-traditional revenue.
The other reason I believe we are not quite there yet is traditional choices of many advertisers are still viable and in most cases affordable. Terrestrial (not satellite) radio, local television, and—to a lesser extent— print, can still provide the backbone of an effective advertising campaign.
The most recent push to move all local advertisers to digital advertising has slowed mightily. Digital advertising might still have a place in your strategy, but to see it as the end-all for local advertisers has frankly, not panned out. Many local advertisers were pushed into digital advertising as the great new horizon, and it has just not delivered as promised. While sales managers hit their “digital budgets,” local businesses are left scratching their collective heads trying to figure out why the promise never came to fruition. The good news is the costs continue to come down, and the technology continues to get better.
This leads me to believe there might be a bit of promise left in digital advertising.
But the focus has now moved back to ... television! Not the typical “sit down and find something to watch” television. No, the new focus is “over the top television” (OTT). Aside from the horrible name, OTT gives advertisers the ability to geographically and demographically reach people who are watching video (movies, tv shows, etc.) over the internet!
I believe this is worth keeping our eyes on for several reasons. It is tough these days to find a person under 30 who has cable, Dish, or Direct TV. They prefer to watch on their laptops, desktops, tablets or phones, when they want and where they want. It didn’t take long to find a way to interrupt that endeavor with a commercial for your jewelry store! Those amazing services, such as Hulu, Amazon Prime, Roku, and Sling TV can now be used to reach those younger customers.
There are three great reasons you might want to initiate a conversation with your local advertising reps sooner rather than later. The first reason is it is video. Nothing has proven to be as effective as the sight, sound, motion, and emotion of video. Nearly 40 years in the advertising business has taught me that time and time again. The second reason is you can geographically segment your market. Depending on who is delivering this for you, you could go as small as a single ZIP code, but probably more appropriate is a slightly larger area of
your community. It also gives you the ability to serve different commercials and messages to different parts of town at the same time. By focusing on just one (or several) geographic areas, you are eliminating certain areas you cannot—or choose not to—serve. In the past, those were referred to as waste. As you hone your message further and further geographically, your budget becomes more and more efficient!
While we are honing, lets also talk about becoming more efficient demographically too. If you own a jewelry store looking for high-end customers (in a certain area of town) in a very specific age group, OTT allows you to do that. You buy OTT by the thousands (of viewers) so you give your OTT provider (typically a TV or cable station) the challenge to deliver your message to, let’s say women, ages 25-44, in households with an income level of $100,000 or $200,000+ per year.
The ability to hone your message further and further, to a more specific area and demographic group, allows you to make those advertising dollars more effective and more efficient. OTT is something I suggest you take a close look at as you move into the great unknown of 2019.
Michael C. Woody is President and Chief Idea Officer of Capital Ideas, an advertising and marketing firm. He has been in the advertising and marketing industry for more than 30 years. Phone: (515) 556-5373. E-mail: MichaelC@ideas2burn.com Website: www.ideas2burn.com
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Cover Story
What’s Hot for the Holidays
The season is upon us. While you may not see snow where you live, nor find time to view “It’s a Wonderful Life” for the umpteenth time, the rest of the year will certainly be filled with lots of gifting and plenty of Ho-Ho-Ho-ing. Being savvy at determining what your customers will certainly want, as well as what they possibly may want, can make for some extra holiday cheer. EACH YEAR’S HOT ITEMS is a gift in itself, as long as it is indeed hot. In 2016, we looked at what was hot and came up with: • The color mustard • Gold jewelry • Personalized jewelry • Popcorn mesh bracelet • Adjustable bracelet • Love Knot necklace
Last year, hot comprised: • The color pink • Watches • Traceable diamonds • Illusion looks • Bolo bracelets
Let’s take a look at each of the items JCK thinks will be hot, and let’s also see if RJO members agree or have their own take (and they do!). “Market feedback indicates teal and greenish-blue sapphires are in good demand,” according to JCK. “In May, the trend forecasting agency WGSN came out with its 2020 color predictions—besides naming Neo Mint as the color of that year. Check out Blue Lightning, the blue hue for 2019.
“Yes, blue is in!” says Aubre Ford, RDI Diamonds, Rochester, NY.
This year, in “5 Jewelry Trends to Bank On for the 2018 Holiday Season,” jckonline, offers these hot holiday trends: • The color blue • Hard stones • Heart-shaped jewelry • Hefty gold chains • Chandelier earrings
Writes JCK: “Forgive me for sounding like a broken record, but this trend isn’t new either. Opaque gems such as lapis lazuli, tiger’s eye, and malachite have been on the rise for years. Unlike faceted stones, which tend to be smaller and pricier, hard stones can be used in pieces where designers want to maximize
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
volume. Plus, their opaqueness lends itself well to a more bohemian vibe.“ According to JCK, “This sweet-but-not-too-sweet trend isn’t new. We started seeing hearts—both in heart-cut gemstones and as silhouettes for settings—pop up in the spring of 2017. But they haven’t slowed down, nor has the style began to curdle, as so many flashin-the-pan trends can.”
“In regards to them being popular, I would say they are but within a certain and specific range,” says Konrad Darling of Darling Imports. “We get lots of calls for heart shape in amethyst and aqua, due to availability of large quantities of facet grade material, as well as lab created stones. It is difficult to find this shape in genuine emerald, ruby, and sapphire because it requires a lot of labor and wasted material to produce one piece. In lab-created stones, they are very common and popular due to consistency of color, shape, and cutting.”
Aubre Ford, RDI Diamonds, Rochester, NY, is not convinced, “I am wondering why heart-shaped? I do believe fancy diamonds are on the rise but with ovals, rectangular emeralds, radiants, cushions, it’s been more than 20 years. I personally have not had too many people requesting that shape.”
Royal Chain the First Lady collection gold bracelets First Lady bracelets: 7¾-inch in 14k yellow gold, $2,800; 8-inch in 14k two-tone gold, $3,500; and 7.5-inch in 14k yellow gold, $3,700; royalchain.com
Says JCK, “Whether these artsy earrings remind you of mobiles by Alexander Calder or a diagram of the cosmos, can we all agree on how utterly amazing they are? [Boasting] found object–like mismatched pairs, the new statement earring offers a funky take on the chandelier—and is guaranteed to light up a room.”
So there are the hot five. Do RJO jewelers agree or have their own favorite? Tom Nelson, Nelson Jewelry, Spencer, IA, probably summed up what his RJO colleagues are thinking: “I honestly have not run across any one item that seems to be the supposed hit item for this season. I’ll be interested to read others’ thoughts. “ Your holiday wish is our command: What do RJO jewelers think will be hot?
“It’s not as if the classic gold chain has ever gone out of fashion,” says JCK, “but when gold was flirting with the $2,000-an-ounce mark around 2011, the style was prohibitive to make and to sell. Now that gold has mellowed out closer to $1,200 an ounce, designers are investing in it once again.”
“Right now, we’re seeing a huge push in the fashion industry especially towards yellow gold and gold chains in particular,” says Phillip Maroof, of Royal Chain, New York, NY. “Recently some of our pieces were selected by Harper’s Bazaar to be featured in their article about Hailey Baldwin in the November issue. Millennials who grew up in the age of the dominance of white metals and diamonds are finally trying yellow gold for the first time.”
Trending diamond necklace styles that have open, thin designs, where the look is big enough to give the client value for their spend. We carry some single cuts at a lower price, and also full cuts.. - Debbie Fox, Fox Fine Jewelry, Ventura, CA
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
We all know trends circle every 20 to 30 years, you know, like bell bottoms, styles and fads always reappear and all the young gals have seen their mother wearing a marquise diamond their whole life, and now that has been the request of the season and the fad that continues to take off! - Aubre Ford, RDI Diamonds, Rochester, NY
We feel Estate jewelry will be a huge seller for us this Christmas season. Not only will customers enjoy the experience of a treasure hunt of fabulous reconditioned estate fine jewelry, they will enjoy a one of a kind treasure that is eco friendly at substantial savings. We have worked diligently to build the areas largest inventory of Estate jewelry. - Bob Disinger, Disinger Jewelers of Jasper and French Lick, IN
I expect we will do really well with updated yet wearable diamond pieces. - Alexandra Pohorecka, Marks Jewelers, Lawrence, KS
We had a 60-percent off for 60 minutes sale last month. We sold lots of stud earrings. So I am loading up on diamond stud earrings, anticipating strong stud sales for the holidays. - Michael Bartorelli, Michael’s Jewelers & Gemologist, Haddon Heights, NJ
My prediction for hot sellers for Christmas are: For men: Diamond stud earrings. Simple, elegant, and impressive. For women: Les Georgettes cuff bracelets (see above). Mix, match and color your own bracelet with interchangeable leather inserts. Fun, fashionable and affordable. - Allison Leitzel Williams, Myerstown, PA
5 Jewelry Trends to Bank On for the 2018 Holiday Season JCKOnline
Black Friday 2018: An Ecommerce Survival Guide
InStore Magazine's Holiday e-Book - From Christmas 2016, but this 21-page book is nearly as timeless as the season. Free download of PDF booklet. Includes the features: - 10 Steps to Last-Minute Holiday Success - 12 Unusual Holiday Coping Strategies - Your Complete Guide to Last-Minute Ideas for 4th Quarter Success - Last-Minute Display Changes that Will Improve Your Holiday Sales Performance - 12 Ways of Christmas
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
CALENDAR November 2018
4 Daylight Saving Time ends 6 Election Day 7 Retailer Buying Show Registration opens 9 All payments must be received in RJO Office 11 Veterans Day 21 - All invoices must be received in RJO Office - Vendor Buying Show Registration deadline 22-23 Thanksgiving—RJO Office closed
NEW MEMBERS B&L Jewelers Bob & Lori Mounce Danville, KY
Referred by Sue Carson, Royal Chain, New York, NY
Bella Design Jewelers Rock White Chagrin Falls, OH
Referred by Allison Kaufman, Van Nuys, CA; and Duke Thames, Merit Diamond, Hollywood, FL
Berry Corporation Herbert Berry Madison, TN
Referred by Maggie Flynn, RDI, Rochester, NY
David’s Fine Jewelry David Stonicher Breaux Bridge, LA
Referred by Steve Miller, Stuller Inc., Lafayette, LA
DeRobertis Jewelers Gene DeRobertis West Hartford, CT
Referred by MurDuff’s Jewelry, Florence, MA
DK Jewelers Darlene Kegel Westminster, MD
Enchanted Jewelry Joseph Keith, Jr. Plainfield, CT
Referred by Maggie Flynn, RDI, Rochester, NY; and Vinny Mirabella, Gems One, New York, NY
Gold and More Jewelers Delbert Olesen Liberty, MO
Referred by Jeff Wynkoop, Quality Gold, Fairfield, OH; and Jeff Wickersham, Wickersham Jewelry, Rothschild, WI
Hobbs Jewelers Steve Hobbs Athens, AL
Referred by Julio Ramirez, MK Diamonds & Jewelry, Los Angeles, CA
December 2018
10 All payments must be received in RJO Office
21 - All invoices must be received in RJO Office - Last day to qualify for Patronage Dividend 24-25 Christmas—RJO Office closed
28 - Retailer Buying Show Registration Deadline - Last day to receive Buying Show Travel Voucher 31 New Year's Eve
Ken Walker Jewelers Stacey Friant Gig Harbor, WA
Rees Jewelry Charlene Rees Nacogdoches, TX
Referred by Joe Koester, Herzog Jewelers, Fort Mitchell, KY
Reusch Jewelers Vance Reusch Petoskey, MI
Koerber’s Fine Jewelry Felecia Koerber New Albany, IN
Mark Loren Designs Mark Loren Fort Myers, FL
MurDuff’s Jewelry Christine & Kurt Brazeau Florence, MA
Referred by Jeff Krekler, Krekeler Jewelers, Farmington, MO
R. Thomas Jewelers Robert Jones King, NC
Referred by Prakash Mehta, Interings, New York, NY
Referred by Laurie Smith, Concept Marketing, Morehead City, NC
Reusch Jewelers Vance Reusch Cheboygan, MI
Your Jewelry Box Devin Mullen & Kerry Mullen Altoona, PA
Referred by Shane Decker, Ex*Sell*ence, Monument, CO; Larry Servinsky, Servinsky Jewelers, Cresson, PA; and A J Tosyali, Benchmark Rings, Tuscaloosa, AL
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.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.