In the Loupe October 2019 Edition

I N

T H E

LOUPE

The Premier Jewelers Cooperative

October 2 0 1 9 • Is s u e 8 8

IN THE KNOW WITH RJO Holidays in Jewelryland SEE PAGE 2

VENDOR PROFILE: Rolf H. Müller SEE PAGE 6

JEWELER PROFILE: Nelson Coleman Jewelers SEE PAGE 10

COVER STORY Oh Yes, It’s Ladies Night!

SEE PAGE 11

Holidays 2019: No Tricks & All Treats YOU DON’T NEED TO LOOK FAR to see a strong retail environment as we enter this year’s holiday season. Consumer confidence is high, gas prices are low, and estimates suggest an increase in holiday buying this year of between 3.5 and 4.0 percent.

Yet, if you are one of those who needs to look ... then gaze your eyes toward the South, to Houston specifically.

Serving as the RJO Winter Buying Show’s host city, Houston—America’s “Space City”—offers year-round warm weather, Texan pride and sweetness, as well as chicken and waffles for breakfast. Attempting to match the hotness of the local food will be the offerings of RJO’s vendors, who will again be luring members with the latest lines, Texas-sized selection, Show specials, and, as always, some great deals.

In addition to the aisles of inventory you’ll find on the Buying Show floor, RJO continues to offer the best membership benefits anywhere, including: • one $250 travel voucher for each store; • up to three consecutive nights’ stay at the Show hotel, the Marriott Marquis Houston; • buying discounts, via RJO Purchase Vouchers, allowing you to save up to an additional 2.5 percent on what you buy from vendors; and • one $10 lunch coupon (for concessions on the Buying Show floor) for each store, courtesy of your generous RJO vendors.

It’s time to try your hand at Texas Show ‘Em by attending the RJO Winter Buying Show!

Show Registration Packets will be in the mail soon. Member Registration opens online November 4, and the deadline to register—and still qualify for the$250 travel voucher—is December 27.

Registration is easy—just go to: www.rjomembers.com, log in, and go to the Buying Show section. Alternately, you may mail in or fax the Registration Form located on the last page of your Registration Packet.

If you’re a jeweler member, call Kristi Nelson in the RJO office at 800-247-1774 or email: kristi@rjomembers.com with any questions.

If you’re a vendor member, call Ali Groves in the RJO office at 800-247-1774 or email: alison@rjomembers.com with any questions.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

In the Know with RJO

Holidays in Jewelryland SOON THE PRINCESSES WILL BE HERE. And the Hulks. And the ... whatever ghoulish creatures they are. I still have boys young enough to enjoy Halloween, and I have always liked the fun, the treats and the trips to the pumpkin patch we experience with it. But, with my multi-generational jeweler background, I can’t help but think of Halloween as the official start of the retail holiday season. If a starting pistol were used to begin the season, it would go off right after the last costumed trick-or-treater walks away from our house.

I know so many RJO members (including my own family) who love retail during the holidays. Despite the heavy time commitment and associated crazy hours (and tired bodies) there is so much joy associated with the season, including helping to find the perfect gifts, seeing large crowds of friends and neighbors moving in and out of the stores, and the real happiness customers find in ... yes, buying things.

Yet seasonal joy and goodwill doesn’t move inventory on its own. Holiday sales are so important to everyone’s bottom lines, I thought it would be good to provide some smart refresher resources, since this might be one of the last times you’ll be able to actually sit down and read for a while. Following are three linked articles that may help you and your store increase your Christmas cheer.

• Shane Decker proposes “Four Sales Meetings You Must Hold Before the Holidays,” and these meetings cover: 1) Store Awareness, particularly with how customers are greeted and treated once in your store; 2) How to Wow, suggesting impulse buys are influenced by salespersons’ deeper engagement; 3) Closing, of course; and 4) Add-ons, reminding salespeople to be comfortable using lead-in lines to continue purchases after an initial one.

• InStore Magazine lists “12 Ways of Christmas Marketing,” ideas to make the holiday season fun for your store and the customers who come in.

Additionally, the list contains ideas to increase the number of those customers.

• In a Retail Jeweler blog posts “6 Ways Retail Jewelers Can Prepare for the Holiday Season,” the writer emphasizes smart holiday-specific approaches to using social media and encourages looking to the past to make sure only positive efforts moving forward.

I wish you the best in the busy months ahead; may it be as family-filled and stress-free as possible ... all things considered.

Sarah Streb RJO CEO

RJO Board News RJO’s Board of Directors recently re-appointed Kendra Harris of Jayson Jewelers Ltd. to her position on the RJO Merchandise Review Committee.

The RJO Foundation Board of Directors recently welcomed newcomers Amy Pribyl of Cahill-Pribyl Jewelry & Gifts and Mike Buley of Jewelry Ads That Work. The Foundation Board also re-appointed Sheri Ihde of Jewelers Mutual and Kymberlee Setterberg of Setterberg Jewelers to their positions.

RJO’s Board of Directors, as well as the RJO Merchandise Review Committee, will hold its Joint Leadership Meeting October 28-30 in Houston, TX. This meeting is designed for the leadership committees of RJO to come together for open discussions regarding the future of the organization.

RJO’s Board of Directors will appoint the new members of the Vendor Advisory Committee when they meet in October.

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)

Reply One: We haven’t done radio in years. All of our advertising budget is spent on Facebook and Instagram. It’s really hard to gauge the ROI on our approach. I think it helps a lot with branding and such. Since we’ve been in business for 35 years, we have a loyal following. That’s not to say we wouldn’t love more customers, but I think word-of-mouth does much more than anything.

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

Reply Two: Radio doesn’t do it for us. We spend on social media and are considering digital media, advertising on TV, as well as streaming services, such as Amazon Prime TV and Hulu.

Reply Three: We only advertise where customers can see our faces. TV works well for us. We use the same 15-second commercial for social media also.

Reply Four: We do minimum radio advertising and get occasional results. We have people come in who say they saw us on TV, though we’ve never been on TV. You have to keep your name out there, but I feel the majority of people will search the internet first and check reviews. You could try cutting ads to a couple of days a week to help your budget, but people will still think you’re on all the time.

Reply Five: Google and Facebook reviews are what’s driving business the most.

Reply Six: We have consistent ROI on surface-road billboards. Highway boards aren’t great for driving sales, but okay for institutional advertising and making people aware.

Purchase Vouchers (at the Buying Shows)

RJO Membership Certificate RJO Next Gen and RJO Succession Experiences

Reply Seven: No radio for us. All social media and direct mail. Direct mail is by far the best for getting customers into the store.

Reply Eight: Every store and territory is different, and every year we are all looking for the best way to advertise. It’s difficult to measure what is most effective. I have found billboards get the most attention for us. For events I have done some radio remotes that have brought in traffic. Social media is a must. There are great advertising seminars at the RJO shows—check them out.

Private Label Credit Card Service JewelConnect Scholarship Opportunities (from the RJO Foundation)

Post: Radio, or not? For several years, we have been advertising regularly on a rock radio station. For two years, we were committing to 2-3 weeks per month, M-F, every week in November and December. In January 2018 we began advertising every week of every month on that same station. We hired a Wizard of Ads writer and producer, and the quality of messages went WAY up! But our sales have only gone up six percent. And we spend $3,400 a month! I am discouraged because—with the ad spend and station saturation—according to Wizard of Ads, our sales should have increased much more. And it’s not our closing rate, it’s the lack of traffic. I am considering stopping radio next January and spending some of that on Facebook ads, Instagram ads, retargeting ads, and this sort of digital marketing. My question: Has anyone else seen lower results with radio this past year?

Reply Nine: I’ve heard sports talk radio for men and direct mail for women.

Plus social media. I know several stores who do very well on sports talk radio.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

RJO Shine Bright Legacy Society THIS JANUARY IN HOUSTON, MEMBERS WILL LEARN more about the RJO Shine Bright Legacy Society. The RJO Foundation Legacy Society was founded to recognize and honor the generous donors who have included the RJO Foundation in their estate plans.

“Too often, these gifts are unrecognized because they come at the end of the donors’ lives,” says RJO CEO Sarah Streb. ”The RJO Foundation Legacy Society provides a way to celebrate and thank those donors who have made a commitment to our organization through the lasting impact of a planned gift.”

TO DATE, THROUGH THE GENEROUS donations of our members and vendors, the RJO Foundation has awarded 70 RJO members more than $33,000 in scholarships. The Foundation supports the advancement of the jewelry industry by providing scholarships and grants to individuals or programs.

This Fall’s winners are shown below:

How do I make a planned gift to the RJO Foundation and become part of the Legacy Society? Simply complete this RJO Foundation Legacy Society Commitment Form and return it to RJO. The completion of this form is not intended to be legally binding, but notification of intent.

The RJO Foundation is a tax-exempt nonprofit organization recognized by section 501(c)(3) of the Internal Revenue Code (EIN #47-3662930). Contributions are deductible as allowed by law. Streb says RJO also asks potential Society members to provide a copy of this Form to—as well as talk to—their financial planner and attorney. Return the Commitment Form to the Foundation Associate Executive Director, Connie Miller, at: connie@rjomembers.com.

P O S T C A R D

Hey RJO! I'm just home from our tenth RJO-sponsored Diamond Buying Trip to Antwerp! Even thru the haze of jet lag, I'm looking at the diamonds I purchased, both for my store and for client requests. I had great success with our vendor partners and am so excited to share these treasures with my clients!

We had a fantastic turn-out of about 25 retailers making up our group. At Fischler, I found a fantastic Old Miner my customer is going to flip over—we already have the design in mind, and the stone ended up being bigger than she imagined! I also was able to get my hands on a 1.20ct round from DiaRough (instead of the planned 1.00ct) with which a nervous young man is going to propose. I cannot wait to surprise them, along with all the others!

It wasn't all work though ... we enjoyed chocolates, a beer tour, and the best falafel in the world! While these are definitely business trips, they also help me re-connect with my fellow jewelers and give me an opportunity to find something special for my customers. I call it the "Antwerp Advantage!"

Cheers!

Erika * Erika Godfrey of Hawthorne Jewelry, Kearney, NE

To learn more about this great opportunity, contact RJO trip coordinator Connie Matsen at: cmatsen@rjomembers.com.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Next Gen Voices & Views RJO-Exclusive Events Web/Marketing Systems 101 In-store As part of an ongoing series,

EVEN THOUGH THE WINTER BUYING SHOW is still months away, the usual offering of highly educational and relevant seminars is being prepared.

Andrew Boundy, of VRB Internet Solutions, recently provided an early look at his scheduled Houston seminar, which details the RJO-exclusive systems VRB offers. As these systems are not available to anyone outside of RJO, Boundy says they represent competitive advantages to RJO members.

“It’s an exciting time,” says Boundy. “There are so many ways we can leverage the internet to combat e-commerce and promote the store-based model.

We are using the internet against e-comm—and it’s working great.

Also, I can offer hints of one or two more systems which may be on the horizon, so watch this space for news!”

The systems Boundy will cover include:

JewelConnect The well-known finished-jewelry marketing system casts a 15,000 RJOproduct catalog onto the web, attracting internet-browsing jewelry buyers. It directs buyers into their local RJO stores to buy (or browse the showcase) instead of the “buy now” e-commerce model so damaging to the brickand- mortar stores. Boundy mentioned to date, well-over 30 million item images have been shown over millions of individual pages, covering around 500 RJO stores. www.jewelconnect.com

RJO Custom Hatch This system offered

by RJO enables retail member stores to obtain multiple, quick, and detailed quotes for custom work by RJO-vendor manufacturers. As an overflow or primary custom manufacturer option, the store creates an unlimited supply capability for custom pieces. The opportunities to work this into store marketing is limitless, according to Boundy. www.rjocustomhatch.com Repair.Jewelry This system—which launched just this year—advertises directly to the public who are looking to send their jewelry to online providers for repair. More of these online-focused repair providers are popping-up, looking to take the repair business out of local stores, similar to what the e-commerce providers have done for finished jewelry. Ads are presently being delivered on Google search results for all 100 RJO stores currently enrolled, and Boundy says the results are fascinating. www.repair.jewelry RJO Diamond Library This regularly updated database of 15,000 diamonds from RJO vendors is available via the JewelConnect member log-in.

This makes sourcing RJO stones quick and easy for stores.

To learn more about any of these systems, contact Andy Boundy at: andrewboundy@gmail.com

Next Gen Voices & Views asked RJO's future jewelry retailers this:

What type of in-store events have you hosted in the past?

What would be a popular in-store event to attract Next Gen shoppers?

Last year we did a Bourbon and Beer Night; we partnered with the local brewery. We only advertised it on Facebook and Instagram and had more than 100 people attend. It was a huge hit with the younger crowd. It was held the Thursday before Christmas, and we will be doing it again with the same timing this year. We’re hoping to have a better turnout, with more sales, as we have twice the showroom space at our new location.

Eddie Bacon Bacon Jewelers, Perry, IA

We have not hosted an event just for our store. We've been a part of other organizations' events. We always say yes, meaning we will donate an item for the event, have our store open, as well as serve food and drinks. I think our most popular event is called the Mass Street Mosey, benefiting Cottonwood, which services and supports individuals with intellectual and developmental disabilities.

What's nice about this event is it is very well known in the community and brings people of all age groups through the store.

We are fully staffed that night, and we offer to clean everyone's rings while they're looking around and drinking wine.

There's always good conversation, and often it leads to a future purchase.

I think any event where there are some kind of services being offered— complimentary are good—for the Next Gen. Make it worth their while to get off the couch and socialize.

Jaclyn Iden Marks Jewelers, Lawrence, KS

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Vendor Profile

Rolf H. Müller: 70 Years of European Masterpieces VENDORS REGULARLY DESCRIBE THEIR OFFERINGS in positive terms, but Christian Goerner of Rolf H. Müller GMBH in Idar-Oberstein pulls out glowing superlatives at every opportunity.

“We offer RJO members fine single stones— masterpieces, one-of-a-kinds—as well as calibrated standard stones,” says Christian. “We carry a large stock of almost every kind of gemstone, and if it is not a stock item, we are well-enough connected to get the needed stones to fit perfectly into your supplied setting. We also are doing semi-precious, as well as precious stones, faceted, cabochon and flat discs, ring stones made of agates with engravings, and many more!”

Christian’s enthusiasm extends into Rolf H. Müller’s services: “We can supply all kinds of colored stones, semi-precious, and precious stones, in all kinds of shapes and cuttings,” he says. “Also, we can re-cut stones, repair and cut needed stones exactly to fit your settings. We offer excellent service, quick and precise. Our goal is to respond to all requests within 24 hours, taking into account the time zone differences.”

“As of today, we are more than 70 years in the business, continuously serving customers around the world,” says Christian. “We work the whole gemstone business, beginning at the mine—with the hole in the earth—all the way up to the customer, discussing with the goldsmith about making the finished item in front of the customer. We continue to travel directly to the mines to source the material. In fact, we have customers who are the grandchildren of our first customers.”

Rolf H. Müller joined RJO as a vendor in June and wasted no time in getting involved. They served as hosts for the just-completed branding trip to Europe.

“We were doing well with the U.S. market many years ago, serving high-end jewelers, but due to the distance and several changes in the European market, we reduced our U.S. activities,” says Christian. “We thought it would be a great start working with RJO, a great group which is so familiar.

We were welcomed so warm-heartedly, we decided to do our part to return something to the RJO family, by showing them our roots in Idar-Oberstein, the heart of the gemstone industry in Europe.”

“By coming to us,” he continues, “RJO members can The company was founded in 1949 by Rolf H. Mueller better understand what we are able to do for them in the heart of the gemstone industry, Idar-Oberstein, and the entire group, and we can start a great and Germany. A selection of Rolf H. Müller stones may be strong, long-lasting partnership.” viewed here.

“At that time,” says Christian,”Idar-Oberstein was already well-known around the world for the finest cut gemstones. Rough stone dealers and stone cutters were already traveling around the world to find the best rough stones to cut the most beautiful stones. The stones were sold locally to jewelers coming to the IdarOberstein area, but Mr. Mueller started traveling the world to find the right high-end customers for his stones.”

Rolf H. Müller GMBH is located at Tiefensteiner Strasse 288, Idar-Oberstein, Germany. Phone: +49-6781-31234 Email: RJO@RHMueller.com Web: https://www.rhmueller.com

In 1968 Christian’s mother Gisela joined the company as an apprentice, but quickly became a senior staff member and started to manage key activities of the company. In 1979 she became managing director alongside Mueller. In 1992 Mueller passed away and Gisela bought the company, which she runs During the RJO-sponsored branding trip, members pose with host Rolf H. Mueller alongside her son, Christian.

GMBH, who happened to have on hand Idar-Oberstein's Gemstone Queen (center).

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Insurance Matters by Jewelers Mutual

New Technology Sends Water or Freezing Pipes Alerts Jewelers Mutual Insurance Group recently created an alliance with Hartford Steam Boiler (HSB), a part of Munich Re, to offer IoT technology solutions to Jewelers Mutual commercial policyholders to help prevent or reduce property damage and business interruption loss from water and frozen pipes.

“We’re pleased to be collaborating with HSB, a true innovator in the IoT sensor technology space, as we continue to bring value-added products and services to jewelry businesses across the United States and Canada.” says John Fierst, Vice President of Commercial Lines for Jewelers Mutual.

Powered by the Internet of Things (IoT), HSB Connected Technologies can help reduce the risks

presented by freezing pipes or water. Using easyto-install sensors, 24/7 monitoring, and a cellular network, jewelers can take comfort in knowing their business is protected even when they are closed for business.

“Losses due to water damage are costly and extremely inconvenient if our insureds’ operation needs to temporarily close to accommodate repairs.” says Fierst. “It changes the paradigm from ‘indemnification’ to true ‘loss prevention’, which is critical to our policyholders, especially in advance of the holiday retail season—a time of year critical to the industry we serve.”

This program is fully funded by Jewelers Mutual and is currently only available to a select group of commercial policyholders. More sensors will be made available to a wider group of policyholders in early 2020.

To find an agent and learn more about Jewelers Mutual’s comprehensive business coverage or programs, contact Jewelers Mutual at 800-336-5642, ext. 2118 or email: sales@jminsure.com.

Does RJO Have Your Most Up-to-Date Email Addresses?

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

Address updates and changes can be directed to Erin Sharp in the RJO office at: erin@rjomembers.com FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

2020 Winter Buying Sho Jim Parsons

RJO heads to Houston in January, where the Winter Buying Show will be held the last week of that month. Home of the Astros—who are currently in the World Series—Houston is the largest city in Texas and is the 4th largest in the United States. Yet this city of nearly 2.3 million is home to 19 Fortune 500 companies—more than any other city in the United States—including Phillips 66, Sysco, and NASA. Houston has a vibrant downtown, which is a major destination for entertainment and recreation, and also is where three interstate highways meet. The city is the hometown for a number of famous faces, including: Beyonce, newsman Walter Cronkite, race car driver A. J. Foyt, actress Renee Zellweger, and television personality Michael Strahan.

We’ve put together some preliminary information about the Buying Show and its host city.

We hope it helps you start your planning for the new year.

Get to know Space City Houston is the home of the largest medical center in the world— the Texas Medical Center.

The Waugh Bridge is home to one of the largest colony of bats in Texas. Crowds gather each night to watch them emerge and go about their bat business.

If you’re getting married in Houston, it is legal for someone to stand in for you on your wedding day.

The Houston Zoo houses more than 6,000 animals from 900 species. It hosts 2.5 million visitors each year and is the second most visited zoo in the United States.

It is illegal to sell Limburger cheese on Sundays in Houston.

“Houston” was the first word spoken by Neil Armstrong on the moon.

Houston’s Herbert Allen is the inventor of the screwpull corkscrew.

In March 2018 the Guinness World Record for Longest Ice Cream Dessert was set at the Spirit of Texas Festival in College Station. The dessert measured 4,549 feet.

Among the movies filmed in Houston are: Apollo 13 (1995), Urban Cowboy (1980), Friday Night Lights (2004), and Space Cowboys (2000).

The Houston Zoo is one of the few in the world to have shoebill storks in residence.

The birds appear to have stepped out of The Flintstones and can grow to five feet tall.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

ow • Houston, TX • January 25-27 The average high temperature in Houston in the last weeks of January is 62 and the low is 47.

Our Host Hotel: Marriott Marquis Houston Located in downtown Houston, the Marriott Marquis is connected by skywalk to the George R. Brown Convention Center. The hotel features AAA FourDiamond service and amenities, including the famous Texas-shaped rooftop lazy river. An annual winner of TripAdvisor’s Certificate of Excellence, reviews of the Marquis note it for its modern decor, location, and outstanding customer service. A review from this past month offered: I have never left a review on TripAdvisor before. Normally I take the survey the hotel sends and go about my day. However ... the experiences I have had at the Houston Marriott Marquis have been just too amazing to go unrecognized.

Book your rooms early by clicking here.

Marriott Marquis Houston is located at 1777 Walker St, downtown.

Best Thing I Ever Ate — Houston Edition Bombay Pizza Company If you head out of the Show hotel and walk a few minutes to the northwest, you’ll come across Bombay Pizza Company.

The restaurant is known for its unique take on pizza, burgers, and wings, using Paneer and Indian spices. Coupled with craft beer, the inexpensive treat continually garners awards for its food, ambience, and service. The dish that made them a hit on the Food Network was Saag Paneer pizza.

Airlines Serving Houston

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Jeweler Profile

Nelson Coleman Jewelers: 159 Years and Counting As one might expect from the ninth-oldest jeweler in North America, a question about the store’s history results in a lengthy reply, involving an awful lot of numbers. Peggy Coleman, a fifth-generation vice president of Nelson Coleman Jewelers in Towson, MD, and mother of the current sixth-generation owner, provided many historic details in the store’s 150+ years, proudly ending with, “Amanda, my daughter, is now the sixth-generation owner.”

“Being in business for 159 years, we have seen multigenerational families come in to see us for their special events,” says Coleman. “We never get tired of putting a smile on our guests’ faces.”

The Nelson Coleman story began in 1856 with Adolph Doederlein, jeweler and watchmaker, of Munich, Bavaria. He was the proprietor of Doederlein Jewelers and served as the royal court-appointed “Keeper of the Clocks” in Munich.

History then follows Adolph’s son Ludwig, who immigrated to the United States and eventually established Doederlein Jewelers on East Baltimore Street in Baltimore. Ludwig’s son Carl took over the business, passed it down to his daughter Virginia, who then married Nelson Coleman. Nelson and Virgina’s son—Nelson III—joined the business, eventually passing it down to his sons, Mark and Chris. It is Chris’ daughter, Amanda Coleman-Phelps, who directs the store’s sixth generation.

A more detailed accounting of the store’s history may be found on this page on the store’s website, a history which runs through each generation and includes photos.

While Nelson Coleman Jewelers is old in the world of retail jewelry, it is new to RJO. “As new members we have attended two Buying Shows, where we received personal attention from all of the vendors,” says Coleman. “We are already vetted through the RJO organization, so the vendors have our trust and are willing to go the extra mile to help us out. I truly appreciate the help we get when needing to find items we may not have in the store; I just contact Erin at RJO, and she responds promptly with many suggestions of where to look.”

“We also love the experience of networking with and learning from the other RJO jewelers,” she continues.

“There are several opportunities within the group to help us position ourselves as guild jewelers, such as the Antwerp trips. We have heard several motivational speakers at the Show meetings, and the selection of vendors is great. I also am impressed RJO is always looking for suggestions of how to improve the organization.”

Coleman says this year’s most popular categories include bridal, estate, diamond fashion, color fashion, and larger-size diamonds. She says she enjoys helping with unique requests as well.

“One of my favorite parts about being an independent jeweler,” says Coleman, “is the freedom to go outside the box to help satisfy our guests. I like being a part of the really meaningful events in our guests’ lives and knowing they will continue to come through our doors in the years to come.”

With a history so great, they must have some really interesting stories, and ... they do.

Coleman notes Nelson Coleman has “a very small connection to the Hope Diamond.”

Now that’s a great icebreaker for the next Buying Show.

A video of Nelson Coleman President Amanda Coleman, recorded as part of this year’s Baltimore Business Journal’s Family-Owned Business Awards, may be viewed by clicking the photo above.

Nelson Coleman Jewelers is located at 307 E. Joppa Road, Towson, MD. Phone: 410-494-0080 Website: www.nelsoncoleman.com

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Oh Yes, It’s Ladies Night!

COVER STORY

Men will always love women, and women will always love jewelry.

[ When Selling Becomes an Event ]

Marketing is an art in the world of retail, and like most arts, there are those who learn it quite naturally, and then there are those to whom it will always remain a struggle and mystery. In the age of social media marketing and selling online, the art of marketing becomes more of a challenge, particularly for those whose livelihood is rooted in a brick-and-mortar store.

One area where brick and mortar has a distinct advantage, though, is the hosting of instore events. Over the years, the great marketing practitioners have come up with myriad ideas for instore events, such as pop-up shops, fashion shows, music album launches, and yes, goat yoga classes. While these events have become as varied as the imagination permits, for retail jewelers the standout instore event is Ladies Night.

RJO members were asked about their Ladies Night events, and we heard from those in the planning stages, those who’ve held such nights for years, and even one who is considered an expert on the topic. They provide a variety of insights over a number of topics.

The Beginner

Erika Schimke Reese of Kevin Schimke Jewelers in Stockton, CA I have gathered some ideas for a Ladies Night, but we’ve not hosted one yet. We spoke with another jewelry store owner and her top sales gal at the Nashville RJO Buying Show, and after they talked about their huge success, it made us want to look further into hosting one ourselves.

Here are some ideas I have compiled so far …

• Bring one friend, RSVP to ensure both get a goodie bag • Food and beverages, of course • Raffle drawing for a couple of items in the store ranging in price • Live music • Giveaway totes with goodies inside such as store pens, jewelry cleaner with our logo, a small treat from a local baker, and a small jewelry item • Massage therapist with a chair set up for free massages for our ladies • Special discount for that night only • An additional percentage off of jewelry items the store associates are wearing to showcase that evening

We even considered possibly inviting a rep from our favorite RJO vendor to showcase new items for one night only.

People have said they get a good turnout for these events the week before Thanksgiving, because it is close enough to the holidays that people are thinking about gift giving, and it is before Black Friday, so they haven’t spent all of their money yet. Also, it allows women to do a self-purchase and tell their husbands they bought their own gift that year.

We aren’t completely new to hosting instore events, by the way. We have hosted field trips for local schools. The trips coincide with that particular grade level’s science class, when they are learning about the Earth (usually 3rd grade). At the end of our presentation (letting them see and touch gemstones, both cut and uncut) we send each child home with their own birthstone and a discount card of $100 off any mounting for their specific stone.

This year will be our third year hosting kids! The schools send home info about our jewelry store in order for their child to attend the field trip, plus their kids have a great time and get to learn about our industry. It has been a fun event for us.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

The Experienced

Julee Johnson of Julee’s Jewelry in St. Peter, MN

I started this event with another fellow business owner, through our chamber of commerce. It is run by our chamber, which makes it a bit difficult, as they won’t change anything to make it a bit more productive for business owners (and not just a “Trick or Treating for Women” event). It is city-wide in our town of just under 12,000, and we decided it would be for breast cancer awareness. So it’s a pink theme.

Each participating business promotes an offer, a freebie, or something to entice women into our stores. While minimal shopping occurs that night, it is basically trick or treating for women. We usually get at least 600 women through our doors. Not all of them are, or will be, shoppers, especially those on a fixed income. So it is a great way to get the town together and have fun on the business community. People from surrounding towns come also.

Kelli Sambo of Reiniger Jewelers in Belleville, IL

We have been doing Ladies Night the first week in December for the past several years. We send out invitations to our top customers, put a Facebook event out, offer wine and hors d’oeuvres, and we always do a swag bag.

We have a limited amount of swag bags and have also required a donation to a local charity in order to receive one. We’ve done 100-150 bags between two stores.

We’ve also created wine glasses with our logo, an inexpensive piece of jewelry (bracelet, earrings, pendant), pens and notepads with our logo, air plants, candy, themed cupcakes and cookies. Donation is usually an item for the food pantry or women’s shelter.

When they come in, they get their stamp on our square on a paper. They must visit and have been stamped by a certain number of businesses to qualify for the grand prizes—Chamber Bucks—donated by our local banks.

It’s never a HUGE buying night for us, but we try to run some things on sale, push stocking stuffers, and offer better deals on smaller items to get them to purchase that night. But we focus on helping the visitors make a wishlist and then getting their significant others’ information, so we can try to get them to come in. We’ve even followed up with a Guys Night afterward, with pizza and beer, in order to get them in and purchase from the wishlist.

Freebies have included tote bags, cookbooks, food, refreshments, five-gallon pink buckets, drawings, and more. We always have handed out a fun “child’s” tiara. It is meant to be an adult event, so the women wear them and then pass them to their children or grandchildren after.

Debra Shearer of Bill’s Jewelry in Grinnell, IA

This year we set affordable “Designer Lines” on our cases, with someone to explain or answer questions at each one. They were asked to vote “Yes” or “No” as to whether they liked the line and then filled out their name and info on a card. I included a space for their wishlist at the bottom. We got great feedback on the lines. I also handed out cards with information about our upcoming holiday season events.

While there has been some frustration on the part of the businesses, the chamber is unwilling to change, as it is turn-key for them. So, many have dropped out. This year is the lowest number of participating businesses in years.

Ladies Night photos courtesy of Sturhahn Jewelers in Quincy, IL. A full gallery may be viewed here.

Our annual Ladies Night is about treating our customers well and getting wishlists filled out. We give away 25 swag bags to the first 25 ladies in line. We close our doors at 5 and re-open at 6, while the line goes nuts. We offer acupressure, a nail tech, and chair massages, as well as mimosas and snacks. Throughout the night we will draw for door prizes about every 10-15 minutes.

These door prizes are from our vendors, as well as our community. We make sure when advertising for this event we include those who gave door prizes. We found when the ladies fill out wishlists, it’s so easy at Christmas and other events for the spouses to buy for them. We make sure we have plenty of staff at all stations behind the cases.

It’s a true party, and the ladies really enjoy filling out a wishlist for their husband, so he knows what she likes and desires for Christmas. It really helps on the return rate, too. The guys like it too, because they know their wife already likes it, because it was on her list. We have already set the date for our annual Ladies Night this year. I almost can’t wait!

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

Billy Smith of Cornerstone Fine Jewelry in Springfield, MO

The event we did with our local cigar shop—Just for Him— was actually a Ladies Night event. Just for Him has created a group called the Twisted Sisters, and they meet once a month and try a new cigar every month. The owner invited us to be part of one of their events. We took several pieces of our jewelry with us and set up a small display table. We offered ten percent off anything purchased that night. We sold a few pieces during the event, and we had several ladies ask us about making something for them.

We’ve found when it comes to instore events, you have to make sure you have a reason for your customer to come to the store. Give them something to do while they are there, besides just looking at jewelry. You can bring in food and drinks, or a photographer to take a professional picture of them with your jewelry on. Make sure it is an event for them to have fun at.

The Expert

Bill Warren of Gold Mine Fine Jewelry and Gifts in Hudson, NC

Obviously, I own and operate a jewelry store, but I also have “Diamond Bill Marketing” and coach independent jewelers in regards to marketing their store through innovative events and techniques.

I’ve been a store owner nearly 30 years, and anything I teach is something I’ve tried, tested, and found successful in my store. Our store has become “Event Oriented” instead of “Sale Oriented,” plus my clients have grown to love our events so much we’re the talk of our town. We do huge Ladies Night events, Estate Jewelry Roadshow events, Treasures of the Sea (Pearl) events, etc. If any stores want to get in contact with me, I’d be happy to talk to them about doing their own event. I’m available by phone (828729-1020) for anyone who might want to get more in-depth information.

One tip I’d share with any jeweler considering hosting a Ladies Night is: Proper planning prevents poor performance! Start sending out teaser emails, then social media posts about 30 days out, and then market the event thru multi-channels, such as direct mail, radio, etc.

Remember your marketing is more effective when coupled through multiple channels; don’t rely on just one thing!

Excerpt from article by Jennifer Shaheen, Technology Therapy, August 2019

What happens if you throw a party and nobody comes? People don’t come to parties they’re not invited to. You need to let your customers – and the members of the public most likely to become your customers – know they’re absolutely welcome to attend your special event. Here’s what that looks like:

On Your Website There are three places you absolutely need to mention your upcoming event on your website: on your home page, your events calendar, and your blog. Make sure to use eye-catching graphics and compelling language to let people know how much fun they will have.

On Social Media Use social media to announce your event, remind your customers and fans of it as it approaches, encourage RSVPs and more.

Depending on the platform you’re using, you may be able to set up special pages or tabs dedicated to your event.

In The Store Use in-store signage prominently to let your regular customers know about the upcoming event. Great places to post signs include on top of showcases and at the cash wrap. If you also sell apparel, put signs in the fitting room.

In The Press Reach out to reporters you know on a personal basis, and send press releases to the rest of your local media. Make sure you let them know the event details, including what’s happening, who’s involved, and why local people should care about it. The best time to reach out to the press is 5-7 days before it actually happens.

And Everywhere Else You Can Think Of Leverage every advertising vehicle you’re currently using to promote your special event.

If you’ve got enough lead time, be sure to direct mail Save the Date postcards; old-school invitations are particularly powerful event promotion tools.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

MILESTONES

Banice “Carl” Bazar, founder of the Bazar Group/Imperial Pearl, passed away on September 20. He was 90.

Our thoughts go out to the Bazar family.

CALENDAR November 2019

4 Winter Buying Show Online Registration Opens for Retail Members 11 - All payments must be received in the RJO office - Veteran's Day

20 Winter Buying Show Reservation Deadline for Vendors

22 All invoices must be received in the RJO office 28-29 Thanksgiving—RJO offices closed

December 2019

10 All payments must be received in the RJO office 15 Last day to contact the RJO office to move dating to current to count towards your patronage dividend 20 Excursion Deadline for Winter Buying Show 22 Hanukkah begins at sundown 23 All invoices must be received in RJO office to count towards patronage dividend 24-25 Christmas—RJO offices closed 27 Winter Buying Show Registration Deadline for Retail Members to receive travel voucher 31 New Year's Eve

NEW MEMBERS

Bellman Jewelers David and Alex Bellman Manchester, NH

Referred by John Pourciau, Roy’s Jewelry Store, New Roads, LA

Goldworks Josh Warshauer Half Moon Bay, CA

Referred by Frederick Goldman, Inc., Secaucus, NJ, and Parle’ Jewelry Designs, Pocatello, ID

Referred by Michael Malazita, Allison Kaufman, Van Nuys, CA

J. Parkerson Jewelers Jamie Parkerson Starkville, MS

Melby’s Jewelers Mark Melby & Aaron Sturges-Melby Santa Maria, CA

Kensington Jewelers, Inc. Mavdik and Mardiros Tavukchiyan Kensington, MD

R. Westphal Jewelers, Inc. Richard Westphal Hutchinson, KS

Referred by Greg Greffin, 24 Karat Rose & Loyalty Co., Wayzata, MN

Creative Jewelers – NC Tim Crank Kill Devil Hills, NC

Hartman Jewelers David Hartman Warrenton, VA

J.A. Jewelers & Co. John and Adam Kinney Farmington, NM

King’s Jewelry Norman and Cathy Bradford Alexandria, VA

Referred by Roberta Kaufman, Allison Kaufman Co., Van Nuys, CA

Lauray’s The Diamond Center (Second Location) Toddy and Murphy Pitard Hot Springs, AR

Referred by Debbie Fox, Fox Fine Jewelry, Ventura, CA

Referred by Frank Chew, Berco Jewelry Co., Chicago, IL, and Sunny Aiya, Lustour (dba Jewelry LED, dba Aiya Designs), Alpharetta, GA

Sugar Plum Jewelry Co. Katelynne and Jayson Eslick Glendive, MT

Welling & Co (Second Location) Bill and Daniel Welling Loveland, OH

Thank you to the jewelers referring new members to our group.

These jewelers will receive a $1,000 finder’s fee for their referral, payable after a new member has been in good standing for at least six months.

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.