06182018Mon
Last updateWed, 13 Jun 2018 12am

Featured Articles

GN Diamond offers independents advanced tools to maximize sales

GN Diamond offers independents advanced tools to maximize sales

GN Diamond continues to expand the offerings it brings to more than 3,500 independent jewelers. Along with supplying loose diamonds and finished jewelry, the wholesaler provides so much more - marketing materials, advertising strategies and other too...

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What's New

ASHI launches 2018 Holiday Marketing Program

ASHI launches 2018 Holiday Marketing Program

ASHI is excited to announce the launch of it’s 2018 Holiday Wish Book. This year ASHI has included exclusive jewelry from its Fusion Diamond Collection, the newest additions from its Lovebright and I DO Bridal Collections and the hottest trends in di...

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On The Move

Time Delay marks 40 years of crafting custom enhancements for one-of-a-kind watches

Time Delay marks 40 years of crafting custom enhancements for one-of-a-kind watches

(DALLAS) - Time Delay Corporation is celebrating 40 years in the time-honored tradition of offering its independent jewelers exactly what they need: the latest and finest in custom dials, bezels and bracelets at competitive prices, along with custom d...

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Industry Events

Biggest group yet for RJO Next Gen Experience

Biggest group yet for RJO Next Gen Experience

(OAK BROOK, Ill.) - Setting aside time to continually learn about the industry and invest in yourself as an employee is not an easy task. It takes planning and drive. Last month, almost 40 members of RJO spent a weekend retreat at RJO Next Gen 2018. T...

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Other News

Everything Old is New Again

Everything Old is New Again

Retailers discover antique & period jewelry resonates with today’s shoppers  

Jewelers operating in a fiercely competitive climate must get creative when connecting with their core customers. Now the demographic of jewelry consumers and the re...

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Latest News

Everything Old is New Again

12 DAYS AGO
Everything Old is New Again

Retailers discover antique & period jewelry resonates with today’s shoppers  

Jewelers operating in a fiercely competitive climate must get creative when connecting with their core customers. Now the demographic of jewelry consumers and the reasons they buy are light years away from those in ...

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Chance meeting leads to a unique bank/jeweler appraisal partners

12 DAYS AGO
Chance meeting leads to a unique bank/jeweler appraisal partners

Terry Kahn, GG, president of Jewelry Appraisers of North Carolina.

(GREENSBORO, N.C.) - A happenstance meeting between an established independent jewelry appraiser and innovative trust banking executive in Greensboro, NC led the bank (First Citizens Bank) to establish a unique system, centralizing in ...

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Biggest group yet for RJO Next Gen Experience

5 DAYS AGO
Biggest group yet for RJO Next Gen Experience

(OAK BROOK, Ill.) - Setting aside time to continually learn about the industry and invest in yourself as an employee is not an easy task. It takes planning and drive. Last month, almost 40 members of RJO spent a weekend retreat at RJO Next Gen 2018. These three days were full of networking, idea shar...

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Jewelers for Children celebrates 20 years

5 DAYS AGO
Jewelers for Children celebrates 20 years

Honors Bill Luth and Jeffrey Cohen

(NEW YORK)  - Jewelers for Children held their 20th annual Facets of Hope event on June 3, in Las Vegas at the Mandalay Bay Resort and Casino. The charity announced that $1.95 million had been raised to support their charity partners in the year ahead bringing t...

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Time Delay marks 40 years of crafting custom enhancements for one-of-a-kind watches

5 DAYS AGO
Time Delay marks 40 years of crafting custom enhancements for one-of-a-kind watches

(DALLAS) - Time Delay Corporation is celebrating 40 years in the time-honored tradition of offering its independent jewelers exactly what they need: the latest and finest in custom dials, bezels and bracelets at competitive prices, along with custom diamond enhancements for most pre-owned, precious t...

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Sissy’s Log Cabin names Lamar McCubbin new president

5 DAYS AGO
Sissy’s Log Cabin names Lamar McCubbin new president

Arkansas’s largest independently owned jewelry store promotes new president from within

(LITTLE ROCK, Ark.)  - Sissy’s Log Cabin has announced the promotion of Lamar McCubbin to president. An industry veteran with more than 25 years experience, McCubbin has worked with the brand since 2014. With ...

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ASHI launches 2018 Holiday Marketing Program

5 DAYS AGO
ASHI launches 2018 Holiday Marketing Program

ASHI is excited to announce the launch of it’s 2018 Holiday Wish Book. This year ASHI has included exclusive jewelry from its Fusion Diamond Collection, the newest additions from its Lovebright and I DO Bridal Collections and the hottest trends in diamond and gemstone jewelry. For over 34 years, ASH...

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GIA launches Proprietary Cut Program for diamond grading reports

5 DAYS AGO
GIA launches Proprietary Cut Program for diamond grading reports

Branded cut names may now be included on select reports

(CARLSBAD, Calif.)  - GIA (Gemological Institute of America) laboratory clients can now participate in GIA’s Proprietary Cut Program for diamonds with branded cut names. GIA grading reports for diamonds submitted as part of this program will...

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The Marketing Minute: Trend Spotting

8 MONTHS AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

 

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The Marketing Minute: Pricing Strategy

8 MONTHS AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

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Getting it write

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So what do you want to know? That may be the knee jerk response you give to someone coming into your business asking if you can "tell them a little bit more about _____" (fill in the blank). A decade or so back, consumers smugly approached the diamond ring case at the mall jeweler ‘armed' with a basic understanding of the 4 Cs. And, of course, it's still a pretty good idea to have that foundation if one is going to put down serious cash for an engagement ring.

But even with this fragile economy - or maybe because of it - people want to know more when it comes to jewelry these days. What should you look for as a sign of quality? Do treatments matter? Are they permanent? The list gets pretty specific if you hang around counters long enough, eaves dropping on the next looky-loo.

Maybe having less discretionary income available to most people means they really have to think through every purchase. So are there ways to actually make that work for you? Perhaps. Meet the need - create an ally.

A tool hiding right in front of you - make that write in front of you - could be the several books dedicated to making wise choices with jewelry. You say you don't need those - because you are already knowledgeable about every little divot in the jewelry world? I agree, but your customer isn't, and that's my point.

Veteran jeweler-appraiser Susan Eisen wrote "Crazy About Jewelry!" to teach women how to buy - maybe even when to sell and how to care for their jewelry - all wrapped around light hearted illustrations that reinforce to the reader "It's not going to hurt at all - you're going to have a blast."

Renowned gem and jewelry author Renee Newman writes prolifically on a number of gem specific subjects that are important to both the trade and to consumers. Her latest release, "Diamond Ring Buying Guide" is a beautifully produced 7th edition tome answering just about any question the most thorough investigative mind could come up with when it comes to that subject. And because colored diamonds and new ring styles are penetrating the market at every level, she sorts out all of these vital concerns as well.

"Jewelry Savvy - What Every Jewelry Wearer Should Know," sounds like just the ticket to equip a consumer with the how-to's of who should select what - and why. Not every jewelry style is for everyone, a fact known stingingly well to women with a jewelry box full of "this doesn't really look good on me." But clever authors Cynthia Sliwa and Caroline Stanley say it's not a mystery - it's an acquired technique that anyone can learn.

Who doesn't love "Antiques Roadshow?" Eventually we all catch ourselves shouting our ‘appraised value' back at the TV screen before the expert delights or disappoints the anxious item owner in front of the entire world - who are watching this traveling appraisal fair road show.

Bell, a veteran appraiser with years of experience, is one of the elite experts that tour with the show to venues around the US. Locals line up forever it seems, clutching their treasures for the brief chance to experience their 15 minutes of fame or ‘not-so-much'. One of Bell's books, "How to be a Jewelry Detective," puts the shopper in the driver's seat. Her content rich, purse-sized book dives right into subjects like what to look for in findings, hallmarks, clues found on stones, and do-able tips for field-testing materials. It makes an intriguing game out of sleuthing for ‘what in the world' one is looking at, in an antiques store, or in grandma's trinket box.

I've just run down my current list of personal faves when it comes to jewelry books. And you may want to run out and get these books yourself so you'll be armed with more insider's info than ever before. And when that next looky-loo comes into your place and says, "What can you tell me about ____?" - you'll be a genius.

You can do one-better than that by actually having several of these books handy as an added value with your next sale; especially for that timid customer who wasn't at all confident about their choice. These books are also an important way to thank loyal customers who give you first shot at fulfilling their wish-list when it comes to jewelry. They will likely not read any of these books in one sitting. And you like that. Every time they curl up in a corner at home or pull out your thoughtful gift book from their bag while waiting at the Jiffy Lube, they will think of you. And they should - because you did the write thing.

Graduate Gemologist and Registered Master Valuer Diana Jarrett is also a member of the National Association of Jewelry Appraisers (NAJA). She's a frequent lecturer at conferences and trade shows. Jarrett serves as Colored Stone Editor for Rapaport Diamond Report; with other works regularly appearing in trade and consumer publications. Contact her at This email address is being protected from spambots. You need JavaScript enabled to view it. or visit her website: www.dianajarrett.com.


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