July Summer Fashion in Silver & Gold. Stuller Studio Summer Sale. New Sea Sprite Selling System. We will close for Independence Day on July 4.

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1 July 2008 Summer Fashion in Silver & Gold Stuller Studio Summer Sale New Sea Sprite Selling System We will close for Independence Day on July 4.

2 Say yes with Stuller... Say yes to service... Stuller gives you more ways to say yes to your customer. From new styling and timesaving techniques to value-added services and innovative selling tools, we always strive to supply exactly what you need to meet the demands of a changing industry. Say yes with Stuller s customized solutions, alternative choices, and 24/7 availability on stuller.com. Stuller. The beauty of it all.

3 C O N T E N T S contents J U LY I s s u e Stuller & Industry News 6 catalog resources new wedding band book 7 cultured pearl association our newest affiliation 7 at the white house marquis de lafayette celebration 8 what s new rugged men s bands 9 what s hot isabella & gabrielle features 16 Hot Summertime Bridal 10 Red Box Diamonds superiority 2 11 Black Box Gemstones enchanting green 12 diamond facets weaving the web 13 store strategy trade in, trade up trends & fashion 18 color stories natural edge 21 summer shimmer affordable white & yellow gold 22 stuller studio custom band engraving at the bench 3b 5b 6b 7b 7b 8b 9b stuller expert Kurt Jagneaux master s touch revolutionary preform SM ultrasonic cleaning exclusive shine brite ultra custom designs your creative bench designs speedy seats pre-notched settings hot stamp special 10% off in july mix and match earring customization 2b Sterling Silver Earring Components Value & Quality JULY 2008 Cover from our exclusive, new Sea Life collection: Dolphin (sterling silver), Stingray (14kt yellow) & Octopus (sterling silver) Marketing Services for Your Store at the stuller standard

4 Advertising Made Easy with Stuller Marketing Services at stuller.com Whether it s customized television, direct mail, over-the-counter materials or the high-resolution images found in our latest catalogs, we have everything you need to increase traffic to your store. Terrific Television Spot Runner makes TV advertising simple for your store: Select and personalize your professionally produced TV ad, featuring Stuller products. Run your ad affordably on major television networks. Watch your business grow. Powerful Print Promotions Generate traffic with easily customized professional print promotions. You pick the product from our extensive product image gallery. You personalize the ad template for your brand. You profit from customized direct mail. More Product Promotion Tools Promote your store with the full range of marketing materials and services available at stuller.com. Click on the Marketing Services tab to access all of these services, and more. Stuller Selling Systems offer a cost-effective way to extend your inventory and fill your showcases. Browse our product catalogs online. Utilize high-resolution jewelry images from our catalogs available on disk so that you can develop your own promotional materials. Visit stuller.com and click on the Marketing Services tab to see how easy we can make it for you to advertise your store!

5 E D I T O R I A L notes from Matt summer is heating up and I can t begin to describe how excited I am about what lies ahead for our industry! In fact, we re so bullish on the future of jewelry in America that we ve made some major investments to ensure we re able to help you grow your business despite any economic uncertainties. This is why we continue to find every way possible for Stuller to help you say yes to your customers. New Product Development We ve created an aggressive plan to introduce 2,000 new products in Among the many new styles, about which I m excited, our new sterling silver collection arrives just in time to help you profit with high metal market pricing. Stuller s new sterling silver collection features gold accents, which help heighten the perceived value with consumers while filling a need for lower price points during difficult economic times. The collection, which we launched at JCK Las Vegas and in these pages, is available through our just-in-time delivery system. Just in time for your cash flow Our just-in-time operation, which is based in Lafayette, LA, continues to operate with unparalleled efficiency. In order to maintain our ability to deliver the products your customers require overnight, at no inventory risk to you, we recently invested in the reengineering of our entire warehouse management system. While the process was labor intensive and somewhat expensive, we felt the upgrade was necessary to maintain our high standards of efficient service from our Lafayette facility for many more years to come. matthew g. stuller, sr. CHAIRMAN & CEO CEO AND CHAIRMAN Matthew G. Stuller, Sr. president/coo Dr. Chuck Lein EXEC. VP, MERCHANDISING & Marketing Harold Dupuy, G.G. EXEC. director, marketing services Kerry Hand editor in chief Miriam Werquin stullerstandard@stuller.com staff contributing writers Keri Bolfer Lori Carter, Mgr. Leslie Dumatrait, D&G Asst. Marketing Manager Ramona Gautreaux, D&G Marketing Manager Sarah Bradshaw Susan Kiefer design Jacqui Cheramie, Director stuller standard online Trenton Bolfer, Mgr. Ron Domingue Kim Thibodeaux, Mgr. info@stuller.com contact us stullerstandard@ stuller.com Stuller Standard Magazine P.O. Box Lafayette, LA fax photography Frank Centrilla, Sr. Photographer Maggie Hidalgo Noelle White, Photographer Marie Vest production Maureen Benjamin Lori Bouillion Leslie Dumatrait Shannon Guidry, Mgr. Missy Kruger Brenda Landry, Mgr. Yolanda Laviolette Robert Lawson Stephanie Pellerin Kisha Thompson contributing writers Colby Shergalis product management contributors Kathleen Blanchard, Diamond Fashion Nathan Button, Findings Chookie Diaz, Metal Fashion Vanessa Calais Jones, Moissanite Finished Jewelry Dottie Lukaszeski, Metals Eleanor Lipps, G.G., Bridal James Louviere, Symbolic Mary Mouton, Mountings Denise Quebedeaux, Color Fashion Sandi Segura, Packaging & Display Virginia Stuller, Stuller Pearls Jodi Venable, Tools Jim Wright, Findings editorial advisory board Linus Cortez, EVP, Finance Bob Cox, EVP, Sales Jay Jackson, EVP, Logistics Jack McKay, EVP, IT Chuck Bowman, BVP, Mountings Elizabeth Brehmer, BVP, Findings Michael Clarke, BVP, Finished Jewelry Joe Orlando, BVP, Gemstones J.P. Walrond, BVP, Bridal Jewelry Darrell Warren, BVP, Tools & Supplies/Metals Stanley Zale, BVP, Diamonds 2008, Stuller, Inc. All rights reserved. JULY 2008 Stuller, Inc. is a Diamond Trading Company (DTC) Sightholder. the stuller standard

6 C ATA L O G R E S O U R C E S Wedding Bands Delights, Vol. 68 Beautiful photography, excellent organization make catalog user-friendly Our new Wedding Bands catalog contains our comprehensive collection of wedding bands in one easy-to-use catalog. Beautiful, counter-friendly photography shows off our bands to their best advantage. You will also note that this new catalog shows detailed product information (such as thickness and width), and comprehensive pricing, including multiple metal market grids for your convenience. Thanks to recent technological enhancements, this book also features lower prices on our platinum wedding bands. As a prime manufacturer, our wedding bands are machined from tubing that is made in-house using a continuous casting process. With our next-day delivery, you are able to offer your customers numerous alternatives without investing money in your showcase; a timely benefit that is designed to help you save money while making the sale. You can also use our assorted selling systems, featured on pages to sell more bands while keeping inventory costs low. Finally, as you browse through Wedding Bands, we believe your customer will be pleasantly surprised at the quality and selection of bands available. When you get ready to order their band, simply log on to stuller.com, where quick and easy ordering is available 24/7, to verify pricing instantly and place your order. We hope this collection of wedding bands becomes one more way Stuller is able to help you say yes to your wedding band customer. Editor s Note: High-resolution images from Wedding Bands from the Bridal Collection, Vol. 68; The Finished Jewelry Collection, Vol. 67; The Platinum Book, Vol. 61; The Bridal Book, Vol. 48; The Moissanite Book, Vol. 53; and The Mountings Book, Vol. 55 are available for purchase by clicking on the Marketing Services tab at Catalog Resources Catalog Resources Stuller joins Cultured Pearl Association of America Company s stature in pearl industry mainstream affirmed The Cultured Pearl Association of America recently honored Stuller by inducting our company into the association. The nonprofit group was founded in 1957 and is comprised of the finest manufacturers, wholesalers, dealers and suppliers in the United States. Stuller, Inc. is honored to become a member of the Cultured Pearl Association of America, says Harold Dupuy, executive vice president of merchandising and marketing. We are also pleased that our steady growth as a major supplier of cultured pearls was acknowledged by our acceptance into this respected organization. As your direct source for all that is fashionable in the pearl world, our product ranges from price-accessible freshwater to classic Akoya, and all the way to high-end aspirational Tahitian and South Sea cultured pearls. The full line is accessible on our website, www. stuller.com, in The Diamond & Gemstone Book, Vol. 66 and in The Finished Jewelry Book, Vol. 67. Whether the retailer is looking for loose, strands, hanks, or finished jewelry, they can have it from us the next business day, adds Joe Orlando, vice president of the gemstone business unit. Even better, with our huge inventory of clasps, mountings, and settings, retailers can receive a custom design in three to five working days. In 2008, the Association began including affiliate designers of cultured pearls. The Association s intention is to cultivate awareness, interest, demand and successful marketability of cultured pearls for the retail community as well as for the consumer. It aims to inspire an authentic passion for all cultured pearl varieties through promotion, education, public relations and unwavering commitment. A member of the American Gem Trade Association and the International Colored Gemstone Association, Stuller is one of the world s largest distributors of loose diamonds and gemstones to jewelry professionals in the United States, Canada, and the Caribbean. The Diamond & Gemstone Book, Vol. 66 and The Finished Jewelry Book, Vol. 67 are available by calling For more information on Stuller products and services, call or visit the stuller standard JULY 2008

7 S T U L L E R N E W S Stuller Presents Marquis de Lafayette Pins to Presidents Virginia Stuller, one of Stuller s sales directors, recently presented Marquis de Lafayette pins to President George W. Bush, President Nicolas Sarkozy of France and their guests at a White House dinner honoring the 250th anniversary of the Marquis birth. Lafayette was a great American Revolutionary war hero and close friend and comrade of George Washington. Historians agree without French help, particularly from the Marquis, the fragile American dream of democracy could not have been achieved. He was only 19 when he pledged his prestige, personal fortune and services to Congress. The pins feature the silhouette and signature of the Marquis and both American and French flags in their respective red, white and blue colors. Stuller, Inc. created the pins, designed by students at the University of Louisiana, to commemorate the anniversary, which was celebrated in New Orleans, Paris, and Washington, DC as well as many other cities bearing the Marquis name. Photo reprinted courtesy of the White House. Photographer Eric Draper. Pictured from left: Laura Bush, first lady; President Nicolas Sarkozy, president of France; President George W. Bush and Virginia Stuller, co-chair of the Marquis de Lafayette executive steering committee. Half Price Stuller Studio Labor discounts make taking advantage of Studio services easy! BEAT THE SUMMER HEAT WITH STULLER STUDIO S ANNUAL HALF- PRICE LABOR SALE! Imagine doubling or even tripling the bench capabilities of your store without hiring any extra employees or moving to a larger location. Your solution is Stuller Studio, your smarter way to do business. Just think, you can get custom jewelry set to your specifications to match your store s or customer s price point directly from Stuller! Those who use Stuller Studio on a regular basis know that this is the best time of the year to use the service to stock their cases. You can try the program at a savings from now until the end of August. All you have to do is try the service once, and you ll be hooked on the ease and convenience of Stuller Studio. You can start saving on labor charges by placing your order through or Trade Shows July 8 10 NPA Annual Conv. & Expo, Bally s Las Vegas (Members Only) July Fast Fix Convention, Paris Hotel; Las Vegas (Members Only) July RJO Buying Show, Hyatt, Minneapolis (Members Only) July JA International Jewelry Show, New York, Jacob K. Javits by calling your friendly account consultant. What s holding you back? The half-price labor sale ends August 31! Conv. Center, Crystal Palace, Booth August 4-8 CMN 2007 Summer Show, Somerset, NJ, Booth 507 Members Only) August 9 11 SJTA Atlanta Show, Cobb Galleria Centre, Booths , , , JULY the stuller standard

8 W H AT S N E W bright & Lively New sterling silver extra long chain and oversized necklaces creatively linked together in sterling silver will make a hit with just about every customer through your door this summer. Our new fashion styling includes price point friendly bead necklaces and pearl station necklaces. Make your customer s summer white hot. See more of our sterling silver styling at Ch876 bead necklace 16mm, sterling silver, 18 $ station necklace with freshwater circle Pearls, 42, 14kt yellow/sterling silver, $1,509 what s new what s hot help him Make a Fashion Statement with rugged Diamond Bands get his attention with masculine bands set with stylish diamond accents. It s all in the presentation. the men s jewelry category continues to expand, and you can capture those sales by carrying a wide range of bands that create visual interest in your showcase. For more men s design style bands, go to com or look in the new Wedding Bands from the Bridal Collection, Vol diamond tapered duo wedding band, 7 mm, 1/6 ct tw, 14kt white, $1, diamond tapered duo wedding band, 8 mm, 1/10 ct tw, 14kt white, $1, diamond tapered duo wedding band, 8 mm, 1/3 ct tw, 14kt white, $2,052 8 the stuller standard JULY 2008

9 W H AT S H O T New & exclusive Isabella by Stuller think Stuller first when you are looking for beautiful new products at attractive price points. Starting at less than $155, these pendants are exclusive Stuller styles. Dainty and delicate at first glimpse, with quality manufacturing by Stuller to last Isabella by Stuller is a new collection of classic pendants, fashionably styled in gold and diamonds. to see all eight styles in this collection, go to what s new what s hot New & exclusive Gabrielle by Stuller If you are looking to fill your showcases with elegant sophistication, then you ll want to have every piece of this grouping in your showcase. gabrielle marries warm 14k gold to cool silver with styling that matches the Natural edge color and style trend. Consider a pair of the cuff links on a shirt with French cuffs this product line is exclusive to Stuller and has many variations available with other stone types and colors. Prices start at $94 for pieces in the collection a terrific value! See the full line at JULY the stuller standard 9

10 A B O U T D I A M O N D S superiority 2 Superior Product + Superior Selling System = Superiority 2 ultimate, perfect, better quality A superior product can be defined in many ways. Combine a superior product with a superior selling system, and you have reached a new level, think of it as Superiority 2. The combination of an AGS graded Ideal-cut diamond and the Red Box Diamond selling system is a perfect fit for this equation. A Superior Product Ideal-cut diamonds mean polish and symmetry second to none. Less than 1% of all polished diamonds can be Ideal. This superior cut means that the color and clarity of the diamond can appear to be a grade higher. Ideal cuts with AGS grading reports mean that today s informed diamond consumers are sure to recognize the value of respected certification. The American Gem Society system for evaluating diamond cut provides the most accurate, reliable, and versatile way ever devised for judging and communicating diamond cut quality. It addresses the effects of cut on a diamond s beauty, durability, and weight. The craftsmanship of cut is also assessed. A Superior Selling System The Red Box Diamond selling system is a powerful tool that you can use to grow your diamond business and build trusting relationships with your customers. The professional presentation portfolio immediately sets these diamonds apart from the crowd, and is a wonderful relationship-building tool. Ideal-Cut Red Box Diamonds Serial Shape Clarity Color Wgt. Sale/CT % off RAP ** RD SI1 H.58 $2,125 15% ** RD VS1 G.54 $3,230 15% ** RD VS2 D.54 $3,485 15% ** RD VS2 H.50 $2,465 15% ** RD SI1 D.72 $3,995 15% ** RD SI1 F.70 $3,570 15% ** RD SI1 I.71 $2,805 15% ** RD VS2 F.70 $3,995 15% ** RD VS2 H.73 $3,400 15% ** RD I1 G 1.03 $3,145 15% ** RD I1 H 1.02 $2,975 15% 97261** RD SI1 D 1.00 $5,950 15% ** RD SI1 E 1.01 $5,610 15% 97282** RD SI1 I 1.08 $4,250 15% ** RD SI2 F 1.02 $4,505 15% 87347** RD SI2 H 1.12 $4,250 15% ** RD VS2 G 1.04 $6,290 15% ** RD VS2 G 1.07 $6,290 15% ** RD VS2 J 1.02 $4,165 15% 98829** RD VS1 I 1.68 $6,750 15% Serial #s noted with ** have an AGS certificate. Pricing is jeweler cost. As important as the outside packaging is, it is what s in the box that is sure to impress your customers most. Your customers will appreciate that the Red Box Diamond they purchase today will grow with their lifestyle through our Trade-up program. The Trade-up program helps build trust between you and your customers by offering them the opportunity to trade-up their Red Box Diamond for a more expensive diamond when their lifestyle allows. You will receive full credit when you exchange your client s diamond for a more expensive Red Box Diamond from our inventory, providing the diamond is in its original condition. Your customers can feel secure when they purchase a Red Box Diamond. Security comes in the form of free loss protection. Free for the first year means coverage against loss, theft and mysterious disappearance of the diamond purchased. Coverage begins immediately once the provided form is completed and faxed or mailed. Your clients can enjoy additional security when they purchase a Red Box Diamond as each diamond has a laser inscribed serial number that is visible under 60-power magnification. The inscribed number matches the grading report number, giving them the added assurance of being able to identify their diamond. Superiority2 Experience the Beauty of it all when you buy Ideal-cut Red Box Diamonds with AGS grading reports, the definition of Superiority the stuller standard JULY 2008

11 A B O U T G E M S T O N E S peaceful. soothing. enchanting. p The Story of Green eaceful, soothing and enchanting, green is a hue that side, bright greens such as Tsavorite Garnet, Green Paraiba and is both relaxing and uplifting. The most restful color Chrome Tourmaline, or Peridot are excellent choices for shoppers for the eye to view, green s tranquil hue is known as wanting a dynamic green. the great harmonizer. While green helps people The rising concern for the ecology and the desire for renewable, keep their cool, adding a hint of yellow to green sustainable resources reflect consumer needs for life in balance with creates an energetic color that communicates action. Around the world, green is the color most associated with nature and represents life, abundance and freshness. In Celtic mythology, the nature. These concerns and desires drive greens popularity. Bright Kelly green and shamrock green, rich Emerald along with mossy green will continue to be popular over the next several years. green man was the symbol of fertility. Green is also associated with wealth, which is why our forefathers chose green as the color for US currency. Green and the Personality Lovers of green are social, stable and balanced. Kind and generous, they are a loyal partner and friend. Green lovers Green in Fashion Customers seeking balance and escape, find earthy shades of green naturally delicious. Green gems such as Green are not risk takers while they are open to new ideas, they will typically stay with what is safe. Green is the featured color for July. Help your customers Quartz, Emerald, Evergreen Diffused escape and relax with luscious green KY evergreen diffused topaz and diamond pendant, Topaz, Jade and Green Tourmaline are $422. ch227, sold separately KY Green tourmaline gems. Take advantage of specially-priced great options for those seeking Mother Nature s most restful hue. On the vibrant dangles $394 per pair. ear wire, sold separately. select Tsavorite Garnet as listed in your 2008 Diamond & Gemstone calendar. Selling Green I m often asked why we are promoting a different color each month instead of birthstones, like the rest of the industry. There are two reasons, profitability and relevancy. Gems are a profitable category, and are very difficult to comparative shop making the color and quality primary factors in the decision making process, and price secondary. Color is relevant to today s consumers who see the simple act of choosing a color as a form of self-expression. Take, for example, laptop, cell phone and even air conditioning manufacturers who use the ability to select a color as a way to create a customized product. The modern birthstone list was established in A lot has changed in nearly 100 years. More gems are available on the market, and consumers are demanding color. The message of color is one such venture. Learn about color, get your customers excited about the variety of gems within a color group, and keep them coming back for more. Ramona Gautreaux New! Green Quartz Green Quartz is a luxurious pastel hue that is sure to enchant your customers. For specific sizes, qualities and prices, visit stuller.com or contact your sales associate. Approx. Shape Qualities MM Size Range Price Range Antique A 7x7 12x12 $9 $38 ea Antique, CKB A, AA 9x9 12x12 $17 $52 ea Antique Cushion A, AA 9x7 14x10 $11 $46 ea Antique Cushion, CKB A 9x7 11x9 $11 $22 ea Octagon, Radiant-cut A, AA 9x7 16x12 $11 $54 ea Octagon, Radiant CKB A, AA 9x7 14x10 $13 $48 ea Oval A, AA 9x7 16x12 $10 $60 ea Oval, CKB A, AA 10x8 14x10 $14 $45 ea Round A $12 $48 ea Princess-cut A $12 $23 ea Trillion A $16 $26 ea CKB denotes checkerboard cut. Prices listed are jeweler s cost in U.S. Dollars and are subject to change without notice, while supplies last. JULY the stuller standard 11

12 D P S C O L U M N tdps diam nd facets Weave Your Diamond Web his month s column is the first in a two-part series on online marketing. The aggressive growth of the e-commerce industry has been widely publicized for years. In the U.S. market, online jewelers have captured about 3.9% of total jewelry sales, which equates to approximately $4 billion. That number is expected to double to $8.5 billion in 2011 (October 2006, US Department of Commerce). Clearly, consumers are using the Internet when they shop for jewelry. However, many jewelry retailers have decided that e-tailing is not for them. Are there other opportunities for them online? Absolutely since consumers use the Internet to educate themselves before making a purchase. In fact, 92.5% of Internet users research products and services online (BIGresearch, 2007). And in 2006, over 30% of all US retail activity was influenced by online informationgathering a number that is expected to reach almost 50% by 2010 (Jupiter Research, November 2006). Using the Internet to research and browse while purchasing in brick and mortar stores is called cross-channel or multi-channel shopping. It is quickly becoming the standard way for consumers to shop, especially for a significant purchase. As a result, a strong website is mandatory for every jeweler, even if you do not sell your inventory online. And, you need some digital marketing to drive users to your site, even if it is minimal. This two-part series will provide suggestions on how to use the Internet to help drive sales to your store. The first column will suggest content to include on your website; the second will recommend online marketing tactics to bring consumers to your site. What should you include on your website? 1. Reflect your store brand prominently throughout the website. Display your logo throughout, incorporate your store colors, explain your store s history and give visitors an understanding of the type of merchandise you provide, using visuals as well as text. 2. Include basic information about buying diamonds, such as the 4C s, to indicate the kind of expertise your store provides. 3. State your store s policies (such as return/exchange rules and the measures you take to avoid Conflict Diamonds) as well as contact information, store hours, and driving directions. 4. Feature a variety of designs and price-points that represent your inventory since you cannot display all your merchandise. This will give consumers a taste of what you offer and lure them into your store. Your suppliers can help you showcase your collection, providing product descriptions or photography of their designs. Perhaps they can supply a micro-site that you can post on your site. In return, provide links to their websites so your consumers can easily gain more information and see additional products. Hint: when linking to another website, make sure the link opens a new browser window, so they don t leave your website. 5. Consumers want to see prices online. Be sure your online prices are the same as your in-store prices. There is no need to attempt to compete on price with online diamond discounters who may not hold any inventory, since it is impossible to beat them at the price game. Lowest price is not the only lure for buyers. They are seeking the right combination of quality, price and trustworthy service. 6. If you have the budget and resources, build a Design Your Own feature. Consumers love to customize their jewelry to feel their piece is unique. The Design Your Own Ring feature on adiamondisforever.com is one of the most highly trafficked areas of the site. A DYO section does not have to offer unlimited choices just enough to give consumers a sense of customization. 7. If you have invested in e-commerce functionality, offer in-store pickup when a user makes an online purchase. Consumers love the almost-instant gratification this provides, and it allows them to save on shipping costs. One benefit for you: when consumers visit the store, they purchase other products. Forty-five percent of cross-channel shoppers buy something additional once they are in the store, spending an average of $154 in incremental purchases (Forrester, June 2007). 8. You should also use your website to collect useful data from your customers. Ask for their addresses so you can contact them with information, special offers and events, with their permission. Encourage them to submit their anniversary and birthday dates so you can reach out to them at those times. Your website is also a great place for you to conduct research. If you want to find the winners in a new collection, post it online and ask your visitors to vote for their favorite piece via or a questionnaire. Offer a prize to encourage participation. 9. Finally, look for inspiration on the websites of your competitors, other jewelry stores with a similar demographic target, and other luxury brands outside the jewelry category, such as apparel and accessories. If you need a web development company*, head to your favorite search engine and submit phrases like find web developer. There are many web development directories that list all types of developers, from local freelancers to national agencies. Next month s column will share suggestions on digital marketing tactics to drive users to your website. Editor s Note: This column is provided by the Diamond Promotion Service. This month s article is written by Colby Shergalis, Account Director, Diamond Promotion Service. *Stuller offers a customized web solution for your store through the National Jeweler Network. For more information, call or visit webprogram.nationaljeweler.com. 12 the stuller standard JULY 2008

13 S T O R E S T R AT E G Y do you want more ways to improve your bottom line? How about more ways to say yes to your customers? We can provide you with the services you need to refine clean scrap, offer diamond trade ups or provide jewelry customization options through Stuller Studio, so you can say yes to your customer every time. Clean Scrap Most of us are accumulating clean scrap in a drawer somewhere near our bench just waiting to have enough to meet someone s refining minimum. Did you know that you can turn clean scrap into Stuller product within three working days, no minimums? You ve come to trust Stuller when purchasing mill products, findings, grain, castings, finished jewelry and thousands of other products. Discover today how you can earn credits toward your Stuller account. We will always handle your scrap shipment with the same honesty and integrity that you ve come to expect from us. When your scrap shipment arrives, we will verify the integrity of the metal and confirm the weight. Next, we will melt your clean scrap and fire assay a sample. We will then notify you of the results. All settlements will be credited to your Stuller account based on after-melt weight at second London Fix on day of settlement. No one makes it easier than Stuller. To learn more, go to Diamond & Earring Stud Trade Ups Our next way to help you recycle your way to higher profits is through our Diamond Ear Stud Trade Up and Diamond Trade Up programs, which both allow your customer to trade up/trade in, giving you another sale and an opportunity to service your loyal customer. store strategy Refine. Trade Up. Customize. to the return. Be sure to reference the reorder on the return form.to view the newest collection of Solitaire Diamond Earrings, visit www. stuller.com or check out the Finished Jewelry Collection, Vol. 67. Red Box Diamonds Large diamonds purchased from us after July 1, 1998 are eligible for the Stuller Trade Up program. The Tradeup program helps build trust between you and your customers by offering them the opportunity to trade-up their Red Box Diamond for a more expensive diamond when their lifestyle allows. You will receive full credit when you exchange your client s diamond for a more expensive Red Box Diamond from our inventory, providing the diamond is in its original condition. Give us a call at to put profit back into your large diamond sales. Stuller reserves the right to temporarily suspend or terminate this program in the event of price instability in the diamond market. Stuller Studio Imagine doubling or even tripling the bench capabilities of your store without hiring any extra employees or moving to a larger location. Your solution is Stuller Studio, your smarter way to do business. Just select a mounting and the stones to be set, and you can get it the way your customer wants it directly from Stuller. Custom band engraving is also available through the Stuller Studio (see article on page 22). Just think, you get to be your customer s hero when the jewelry is ready to wear home in three to five working days. And, from now until the end of August, you can try the services of the Studio with labor discounts. You ll be hooked on the ease of use after your first try. Order through or by calling your friendly account consultant. Diamond Earring Solitaires Maximize inventory value by using your Stuller Diamonds to advantage. Solitaire diamond earrings purchased from Stuller after July 2004 are eligible for trade-in. The diamond earrings being exchanged must be a minimum of 1/5 ct tw, have no alterations and only minimal wear. The new, higher-value pair may be ordered at the time of the return or within 10 days prior Let us help you say yes to your customer with our programs and services. Refining clean scrap, making trade ups and using Stuller Studio to customize jewelry are just three ways we help you provide your customer with the widest possible range of products while improving your bottom line. JULY the stuller standard 13

14 S T U L L E R PA R T N E R graduate sales associates Super sales skills. Maximum training. Proven professionalism. the Graduate Sales Associate course provides a concise introduction to the jewelry profession. As new people are hired, management is challenged to provide the attention and training that will enable the new associate to be productive quickly. Although experience is a great teacher, the Graduate Sales Associate course gives new associates a useful kick-start. This up-to-date seven-chapter course contains pertinent facts on diamonds, colored stones, pearls, metals, watches, and period jewelry, along with information about the jewelry industry and the importance of good customer service and professionalism. All chapters deliver product information with an emphasis on how to romance and sell. End-of-thechapter exercises suggest ways for the associate to practice what they just learned. Benefits to the Retail Store Storeowners will benefit from this low-cost course as it minimizes training time, while maximizing learning; expands the individual sales associate s knowledge and expertise; prepares the sales associate to share the store s philosophy and the store s product; gives the sales associate tools and techniques to aid in selling the product; provides the credentials that can develop customer confidence; shows the sales associate how to deliver accurate information to the customer in a professional manner; assists the storeowner with a team-building program, bringing together management, sales associates, bench jewelers, and office staff to form a cohesive and productive unit. Benefits to the Jewelry Industry Jewelers with brick-and-mortar stores face many challenges, but Internet sales seem to be a topic many jewelers are discussing today. According to analyst Ken Gassman, 21% of all Americans will visit a jewelry store 2-4 times a year. The sales associate is the main contact and he or she needs to be prepared and seize the opportunity. The American Gem Society (AGS) was established in 1934 by Robert Shipley to form a guild of fine jewelers who had gemological knowledge and outstanding business ethics. The Jewelers Education Foundation (JEF) is a nonprofit educational foundation, affiliated with, but independent of, the American Gem Society, dedicated to enhancing management skills and profitability for jewelers and expanding educational opportunity for the jewelry industry at large. Knowledgeable personnel who exhibit consummate professionalism provide consumer confidence; this, in turn, benefits our industry. $399. Jewelers of America (JA) members $349. JA scholarships available. Contact Jewelers of America for details. AGS members $299. Upon successful completion of the final exam, the associate is awarded a Graduate Sales Associate Certificate from the Jewelers Education Foundation of the American Gem Society. Credentials are important to the credibility of the individual and can raise the level of professionalism of the store in the eyes of the consumer. 14 the stuller standard JULY 2008

15 Turn Your Clean Scrap into New Product in 3 Working Days... With tight cash flow due to high metal markets, turning my old product into new is a great blessing that helps us financially. Stuller s speedy response has once again helped our business in a major way. Our scrap has been building up and it s good to know that if we need to order something, we ve got this safe haven when times are tight. Bob Gholson, Owner Gholson Originals, Waco, Texas With Stuller s new Clean Scrap Return Program you can turn your clean scrap into new product in just three working days. Send us your shipment of clean karat gold and/or clean silver scrap. We ll qualify the metal, verify the weight, and melt the scrap to fire assay a sample. Your settlement will be credited to your Stuller account. No one makes it easier. To say yes to Stuller s Clean Scrap Return Program, visit stuller.com/cleanscrap.

16 Summer Wedding Gifts for the Bride... B L M N K A J D F Q C E G P A Diamond Necklace, 5 8 ct tw, 14kt twotone, 33 $4,046. B Diamond Earrings, 1 3 ct tw, 14kt two-tone, 33 $1,195 per pair. C Diamond Semi-Set Anniversary Band, ½ ct tw, 14kt two-tone, 30 $2,290. (Shown with ½ ct center, sold separately.) D Diamond Semi-Set Engagment Base, 1 ct tw, 14kt white, 32 $1,855. (Shown with 1½ ct center, #321 head, sold separately.) Mounting # Matching Diamond Band, 1 ct tw, 14kt white, 32 $1,951. E Asscher-cut Diamond Semi-Set Engagement Ring, 1 5 ct tw, 14kt white, 30 $578. (Shown with 5mm x 5mm center, sold separately.) Mounting # Matching Diamond Band, 1 8 ct tw, 14kt white, $407. F Diamond Semi-Set Engagement Ring, ½ ct tw, 14kt two-tone, 30, 20 $1,444. (Shown with 1ct center, sold separately.) Matching Diamond Band, 1 10 ct tw, 14kt white, 30 $447. H G Diamond Semi-Set Engagement Base, 1 5 ct tw, 14kt two-tone, 32 $963. (Shown with 1 ct head #321, sold separately.) Mounting # Matching Diamond Band, 1 3 ct tw, 14kt two-tone, 32 $1,298. H Princess-cut Diamond Semi-Set Engagement Ring, 1 6 ct tw, 14kt white, 32 $519. (Shown with 6mm x 6mm center, sold separately.) Mounting # Matching Diamond Band, 1 8 ct tw, 14kt white, 32 $422. J Attendant Pendant, 25.75mm x 19.25mm, sterling silver, $75. (Shown with CH332, sold separately.) K. R41074 Diamond Cross Pendant,.03 ct, 14kt white, 30 $159. (Shown with CH765, sold separately.) L Cab Genuine Pink Opal Briolette Earrings, 15mm x 6mm, 14kt yellow, 161 $207 per pair. Gifts for the Wedding Party... M Cubic Zirconia Necklace, sterling silver, 16, 8 $33. N Cubic Zirconia Earrings, sterling silver, 8 $27 per pair. Q Cuff Link, 12mm x 19mm, sterling silver and 14kt yellow, $302 per pair. P. BRC370 Gents Bracelet, 7mm, stainless steel and 14kt yellow-plated, 8 $178. To order, call or go to

17 FA S H I O N Color Stories 2008 Natural Edge... THE Natural Edge COLOR PALETTE this color palette evokes thoughts of fall colors and the great outdoors What stories will the colors of 2008 tell? Trend experts predict that 2008 will be a year of change for U.S. consumers. Trends are reflections of society s concerns and their desires influenced by current events such as politics, growing concerns for the ecology, even the entertainment industry. Where do trends start and how do they trickle down to the products consumers purchase? Trend forecasters research consumer behavior, monitor politics and have their fingers on the pulse of the global market. They search for influencers, such as the elections in the United States, the Olympics in China, the rising consciousness of renewable, sustainable resources and life in balance with nature. They even consider the impact of the entertainment industry, art and architecture. From this, they predict the seasonal transitions of colors. Researchers pass their findings on to fabric weavers and manufacturers who in turn create the designs of the future. Designers then apply their magic to their creations, interpreting trend patterns that will evoke emotional resonance with consumers. Eventually, these trends filter down to the mainstream market on mass scales, reinterpreted and applied to the various products consumers purchase. The knowledge that trend research and forecasting provides is a valuable tool that you can use to reach the emotional side of consumers. By understanding consumer mindsets and desires, you can merchandise effectively with products and marketing that instantly induce a feeling or mood that reinforces a clients desire to purchase. Relevant communications increase your sales and your profits. DISCOVER RUGGED RING FINISHES AND TEXTURES SIMPLE DESIGN GOLD & DIAMOND BAND (left) and flat inside round (FIR) hammer finish band 18 the stuller standard JULY 2008

18 FA S H I O N Natural Edge Consumers desire a connection to the Earth. Grounded in ecology, the Natural Edge color story paints a landscape that connects the outdoors with city life, giving consumers nature with an urban edge. Muted colors such as pale peach, soft pinks, sandy beiges, light grays and blue-grays, and washed lavenders offer balance to the rustic, pigment-rich green and brown, rusty orange and mineralized yellow of this palette. The colors of the Natural Edge palette will be prevalent in fall fashions. Influences for the Natural Edge color story include Art Nouveau and Asian art, as well as, work from American artists like Georgia O Keeffe. The desire consumers have for artisanship, along with their desire to balance nature with their urban lifestyles, make these colors preferred in the coming year. Products using the colors of this story often have natural textures and patina surfaces that give products a look that is aged and comfortable. Fashions are chic and vintage, offering timeless simplicity and urban appeal. To complement fashions whose designs and colors reflect the Natural Edge color story, you can suggest the gems listed. Use these gems in designs that incorporate natural or organic lines, or elements such as insects, leaves or wood textures. These colors will be appealing in Asian influenced creations or designs inspired by 1940s art and sculpture. Such jewelry will flow with fashion and will in turn satisfy consumer desires. get noticed HAMMERED GOLD AND DIAMOND DISK PENDANT (CHAIN SOLD SEPARATELY) & EARRINGS Earthy colors pigment rich brown and green, rusty orange Smoky Quartz Emerald Tsavorite Garnet Jade Peridot Evergreen Diffused Topaz Green Tourmaline Chrome Tourmaline Carnelian Madeira Citrine Mozambique Garnet Mexican Fire Opal Sunrise Mystic Topaz Golden Cultured Pearls Citrine Yellow Diamonds Yellow Sapphire Muted colors pale peach, soft pink, washed lavenders and sandy beiges Coral Spessartite Garnet Morganite Imperial Quality Precious Topaz Ametrine Lavender Chalcedony Iolite Champagne Diffused Topaz Green Quartz Steely gray and blue-grays Blue Chalcedony Moonstone Tahitian Cultured Pearls Black Akoya or Freshwater Cultured Pearls showcase suggestion for NATURAL EDGE color story SIMPLE ACCENTS ARE AVAILABLE AT LOCAL CRAFT STORES JULY the stuller standard 19

19 Summer Shimmer D E B F G H J C K A A Starfish Brooch, 62.25mm x 47.25mm, 14kt yellow, $950. B Starfish Brooch, 62.25mm x 47.25mm, sterling silver, $110. C Genuine Amethyst Necklace, 10mm x 8mm, sterling silver and 14kt yellow, $320. D. BRC373 Bangle Bracelet, 2.25mm, sterling silver, $33. E. BRC1 Half Round Bangle Bracelet, 4mm, 14kt yellow, $610. F. BRC373 Bangle Bracelet, 1.75mm, sterling silver, $33. G. BRC1 Half Round Bangle Bracelet, 6mm, 14kt yellow, $896. H. BRC373 Bangle Bracelet, 4.75mm, sterling silver, $77. J. BRC1 Half Round Bangle Bracelet, 2mm, 14kt yellow, $297. K Genuine Amethyst Earrings, 7mm x 5mm, sterling silver and 14kt yellow, 43 $261 per pair.

20 Affordable Fashion in Sterling Silver and 14kt Gold R P Q L M N L Genuine Amethyst Cuff Bracelet, 11mm x 9mm, sterling silver and 14kt yellow, 43 $455. M Genuine Amethyst Ring, 9mm x 7mm, sterling silver and 14kt yellow, 43 $209. To order, call or go to N Hoop Earrings, 23mm, 14kt two-tone, $751 per pair. P Hinged Hoop Earrings, 38.5mm, sterling silver, $128 per pair. Q. CH379 Reversible Omega Necklace, 6mm, sterling silver and 14kt yellow, 18 $702. R. CH378 Reversible Omega Necklace, 4mm, sterling silver and 14kt yellow, 18 $500.

21 S T U L L E R S T U D I O Stuller Studio Custom Laser Engraving on Wedding Bands We now offer custom laser engraving to the tops of selected bands as well as the inside. Most of our plain gold, platinum and two-tone wedding bands are available for custom laser engraving. Help make it extra special for your customer with this added custom service. Ordering is straightforward with this simple procedure: 1. Let us know you want to place an engraving order. 2. Give us the series number, metal type, ring size and millimeter width of the wedding band. 3. Select one of the popular inscriptions on the right or have the consumer select their own for both the inside and outside engraving of band. 4. Choose the engraving style for the inside of the wedding band, decide if you would like it enhanced with black epoxy and tell the sales associate the message you would like to have engraved. 5. Choose the engraving style for the outside of the wedding band and the engraving size (small, medium or large). Decide if you would like it enhanced with black epoxy and tell the sales associate the message you would like to have engraved. That is it! In almost all cases, your in-stock order will ship within 24 hours (for orders placed before your regular cut off time) Monday through Thursday. Friday orders will not ship until Monday for Tuesday arrival. The suggested retail price is $21 for engraving (no epoxy) and $36 for epoxy-enhanced engraving. Popular Messages include: a. (date) b. (Name and Date) Bob and Mary c. Mary, I love you. Bob d. Our Wedding Day Choose from one of the following engraving styles: 1. Bookman Old Style 2. Colonna MT 3. Script MT Bold 4. Edwardian Script 5. Lucida Handwriting 6. Contact your friendly sales associate at to place your order today. Butterfly Ballet Celebrates Dance of Life By all accounts, Dana Lee Maixner graceful dancer, gifted florist, devoted wife was beautiful inside and out. Tragically, she lost a three-year battle with ovarian cancer in September After her death, her husband Michael rediscovered a pendant he made for Dana, and it inspired him to help others in the fight against the disease. Ovarian cancer afflicts one in every 69 women and is deadly if not caught in the early stages. Women of all ages are at risk, especially those who have never been pregnant or given R45086 birth. Early detection can improve the chance for survival. The symptoms are subtle, yet distinctive. Dana Lee had all of the symptoms, says Michael, but she did not recognize them. He founded Butterfly Ballet in 2007, named for Dana s Butterfly Pas de trois pendant, and soon connected with a team of activists from the world of dance a world that Dana Lee loved and the world of ovarian cancer research. Two of the three ballerinas in the graceful pendant have come to represent these two worlds, while the center ballerina symbolizes the dance of life for all women. A portion of the proceeds from the sale of the Butterfly Ballet collection is used in the fight against ovarian cancer to promote awareness and the love of dance. Visit ButterflyBallet.com to learn more. The Butterfly Ballet pendants are available in several sizes in 14kt gold and sterling silver. To see the entire collection, visit stuller.com and search Butterfly Ballet. Mountings: Pricing is suggested retail in U.S. Dollars at a $900 gold market; $2,000 platinum, subject to change without notice. Sold by DWT, plus labor and invoiced by exact DWT shipped, blank, without stones. Most items available set Stuller Studio with your choice of stones from our exclusive inventory within five days and are non returnable, non cancelable. Photography: Most products enlarged to show beauty of detail. Finished Jewelry: Pricing is suggested retail in U.S. Dollars at a $900 gold market; $2,000 platinum, subject to change without notice. Sold by piece, not weight, with stones featured. Product stone code descriptions can be found on pages of The Finished Jewelry Collection, Vol. 67. Many styles are exclusive copyright of Stuller, Inc. and strictly enforced. 22 the stuller standard JULY 2008

22 Sea Sprite Selling System Paspaley cultured south sea pearls have never been so fashionable and price accessible! The Sea Sprite Collection, designed and crafted by Stuller, may be purchased as individual pieces or as a pre-merchandised Collection. To order, call or go to Sea Sprite Selling System with display, consumer brochures, counter cards, marketing guide and DVD with training video, $1,710.