New! Chain by the Inch! Finished Jewelry Collection Preview Edition Released. High Fashion, Oversized Cuff Bracelets

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1 July 2009 New! Chain by the Inch! Finished Jewelry Collection Preview Edition Released We will close for Independence Day on July 3. High Fashion, Oversized Cuff Bracelets

2 Where Possibilities Never End Our inventory of mountings, findings, diamonds and gemstones offer you endless possibilites. Style and quality go hand in hand with our bridal fashion and finished jewelry. As always, orders are yours next day. 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 catalogs new finished jewelry preview edition 7 stud earrings basic bling 8 what s hot/new new arrivals in palm trees 9 what s hot/new coin jewelry ensembles features 21 Sea Life in Miniature 10 Red Box Diamonds inventory solutions 11 Black Box Gemstones leveraging every dime 13 store strategy making a clean sweep 15 customer testimonial workshop blew us away trends & fashion 16 strongly woven nature s threads 18 autumn color notes from yesteryear 22 stuller studio buying chain, inch by inch at the bench 2b 3b 4b 7b 9b stullerbench.com the bench jeweler s resource revolutionary preform quick & effective ring sizing the power of color case by case displays the profitable shop does your bench pull its weight? palladium findings shank & setting selection expanded On our cover: Charms 84531, 54516, 69211, & on CH330 & Charms 84538, 84537, 84536, & on CH656 5b Magnetic Clasp Selling System for Your Store JULY 2009 stuller.com your resource 24/7 for everything you need to run a successful business! the stuller standard

4 stuller.com No phone. No paper. No problem. Top 10 reasons to use stuller.com as your one-stop shop. 10. Our live, text-based chat is available to help you Monday through Friday, 8am to 6pm CST. 9. Pricing and product availability 24/7 through our virtual Stuller Showcase. 8. Easy to place orders accurately and completely. 7. Continuous pricing updates as you fill your cart throughout the day. 6. Tracking options for your orders. 5. Order all day long until cutoff ship in one package with ONE shipping charge. 4. Multiple orders placed throughout the day automatically consolidated at cutoff. 3. Build customized jewelry in just 3-5 working days through Stuller Studio. 2. Stuller Showcase shows your customers retail jewelry pricing. Simply apply your markups to your wholesale pricing and display retail prices to your customers. 1. Don t have a website? Use ours your markup, your name. Visit stuller.com today!

5 E D I T O R I A L notes from Matt be reminded that in these serious economic times, there is a means to success around every corner. We need to embrace positive changes, and jewelers who take advantage of those changes will be the ones who find success. Success begins with self-evaluation take this time to evaluate your store and make necessary changes to your product lines and displays. Review your store s staffing levels to ensure your customers are receiving exceptional service. Take advantage our free digital selling solutions to increase your profits and distinguish you from the competition. The next step to success is proactive planning. Research current trend forecasts to determine which styles will be in demand for the fall selling season. Discuss and develop promotional events for your store. Generate business in your store using our Restyling events. Devote one weekend to feature our quality mountings to find out what you can accomplish with very little investment. To learn about our restyling events or discover other services we provide at little or no cost to you visit us online at and let us help you say yes to your customers. matthew g. stuller, sr. CEO, FOUNDER AND PRESIDENT CEO, FOUNDER AND PRESIDENT Matthew G. Stuller, Sr. chief operating officer Jay Jackson 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 Barousse Lori Carter, Mgr. Leslie Dumatrait, D&G Asst. Marketing Manager Ramona Gautreaux, D&G Marketing Director Randi LeBlanc, PR Susan Kiefer design Maria Viator 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 Maggie Hidalgo John Rowland Noelle White Marie Vest production Maureen Benjamin Lori Bouillion Shannon Guidry, Mgr. Brenda Landry, Mgr. Yolanda Laviolette Robert Lawson Stephanie Pellerin Kisha Thompson contributing writers Emmy Kondo 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 Troy Racca, Tools Sandi Segura, Packaging & Display Virginia Stuller, Stuller Pearls Kelly Tauzin, Gemstones Jim Wright, Findings Jodi Venable, Tools Xathena Carter, Diamonds editorial advisory board Linus Cortez, EVP, Finance Bob Cox, EVP, Sales 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 2009, Stuller, Inc. All rights reserved. JULY 2009 Stuller, Inc. is a Diamond Trading Company (DTC) Sightholder. the stuller standard

6 N E W S New Catalog Coming to Your Store! Finished Jewelry Collection Preview Edition Reveals Stunning Stuller Selections Our Finished Jewelry Collection Preview Edition is 24 pages of fashionable, finished jewelry a quick peek into The Finished Jewelry Collection catalog coming later this year. The preview edition features our newest and most popular finished jewelry pieces in many exciting product categories, such as: latest styling and best-selling bridal stunning diamond and gemstone jewelry combinations stylish gold fashion and fashion-forward products in pearl and sterling silver The Finished Jewelry Collection Preview Edition All products in this preview edition are in stock and available 24/7 through stuller.com. Using this powerful, point-of-purchase selling tool will enable you to say yes to your customers more often Innovation Award Winners Include Gemvision s V-Ray MJSA Expo New York Spotlighted Technological Advances Stuller strategic partner, Gemvision, recently won an Innovation Award for the V-Ray rendering application of its Matrix CAD program at the MJSA Expo New York. Other winners included extrusion Patterned Metal (XPM) and the Dual-Action Electro-Finishing System. All three technological innovations benefiting jewelry manufacturers offer multiple benefits, from speed and cost savings to new material and design options to significant advancements in 21st century technology. Gemvision s V-Ray for Matrix delivers both faster and higher quality results. It produces photorealistic renderings that are difficult to distinguish from photographs and does so in minutes rather than the hours required by other rendering engines, greatly improving its usefulness as a sales tool. The creators of XPM, Steve Midgett and partner Jim Binnion, revolutionized the production of mokumé gane, in which different metals are combined and manipulated to create wood-like patterns. Employing hot extrusion and a proprietary technique for packing metals together, their XPM method solves multiple shortcomings of traditional mokumé: They can combine an almost limitless variety of metals, such as stainless steel, titanium, and zirconium. They can create and replicate specific patterns. And they can produce mokumé in volume: 107-cubic-inch bars, compared with the half cubic inch or less typically created the traditional way. The Dual-Action Electro-Finishing System, invented by Marc Sarsanedas Gimpera of Supramol.lecular Systems S.L. in Spain, mass-finishes silver jewelry in one hour instead of the usual six, and does so with less metal loss and without the rounded-out effect of other systems. Using electrolytic erosion and mechanical interaction, it leaves flat surfaces smooth and silky, edges intact and sharp, and stones shiny and lustrous. The MJSA Thinking Ahead Innovation Awards are given annually to products that make the greatest differences in the way jewelry is designed and made. An independent panel of international judges select the winners. Tradeshows July National Pawnbrokers Bally s Las Vegas Las Vegas, NV Booth TBA July JA New York - Summer Jacob K. Javits Convention Center Crystal Palace August 1 4 RJO Buying Show Kentucky Booth TBA August 4 7 CMN Somerset, NJ Garden State Exhibit Center Booth TBA August SJTA Atlanta Cobb Galleria Centre Booth , , , the stuller standard JULY 2009

7 Stud Earrings Popular for Everyday Gift Giving N E W S Stud earrings are always a popular gift and, with summer and fall weddings coming up, you should think about having a good selection on hand. Studs are basics, creating balance in your showcase. Ready to purchase as a last-minute immediately portable gift. Available in a variety of price points, which means you have something for every customer. Available in popular round and princess shapes. You owe it to your customers, and to your business, to have a supply of popular, high-quality diamond stud earrings on hand And, if you have a customer who wants a pair that you don t happen to have in your showcase, you can rest easy knowing that Stuller has them ready on the shelf for next-day delivery. Stuller is your source for next day delivery. All you have to do is give us a call at or visit kt white Three prong, friction post earrings in SI2-SI3, GH color in sizes 1 /5 ct tw - 1 /3 ct tw. (Also available in I1, GH color #66229.) kt white Three prong, screw post earrings in SI2-SI3, GH color in sizes 1 /2 ct tw - 2 ct tw. (Also available in I1, GH color #66230.) kt yellow & white Round six prong, friction post earrings in I1, GH color in sizes 1 /5 ct tw - 1 /3 ct tw. (Also available in SI2-SI3, GH color #62861.) kt yellow & white Round six prong, screw post earrings in I1, GH color in sizes 1 /2 ct tw - 1 ct tw. (Also available in SI2-SI3, GH color #62862.) Stuller Ear Stud Programs Help You Say Yes to Your Customers! TRADE IN, TRADE UP Diamond stud earrings or matching pendants from Stuller s Finished Jewelry Collection purchased after July 2004 are eligible for the trade-in program. The returned jewelry must be a minimum of 1/5 ct tw, have no alterations, and show only minimal wear. The original invoice must accompany the returned jewelry. The new, higher-value item can either be ordered at the time of the return or within ten days prior to the return. Be sure to reference the reorder on the return form. CONFIGURE YOUR OWN POST AND BACK Our Earring Program through Stuller Studio makes it easy to build a pair of earrings exactly the way your customer wants them. For any of the many basket styles we have available, you can choose the post style and matching backs that your customer wants. Choose stones from our extensive Diamond & Gemstone inventory, and then decide if you want to set the stones yourself or have Stuller Studio set them for you and send you a beautifully-finished pair of custom earrings ready to wear. More choices, convenience and fast delivery of exactly what you want. To learn more about all of our style options, just call and ask one of our friendly sales consultants. StullerBench.com Launches! The Place Created Just for the Bench Jeweler Get connected to the largest community of bench jewelers in the country and receive a variety of FREE added benefits at stullerbench.com. Designed with you in mind, we provide: special deals-of-the-day, members-only discounts, opportunity to purchase used tools, early notification of hot, new products, access to technical articles and reference libraries and much more! Chat live with our technical experts and receive real-time answers! Visit often because the benefits will change daily. Sign up today and let us provide you with even more ways to say Yes to your customers. JULY the stuller standard

8 W H AT S N E W BRC414 Oversized Cuff Bangles Fabulous, hand-embossed sterling silver bangles Substantial weight, starting at 1.6 wide See our full collection at stuller.com, or order at BRC419 BRC414 Cuff Bracelet, 41.75mm width, sterling silver, $369. BRC419 Cuff Bracelet, 45mm width, sterling silver, $394. What s New What s Hot New Arrivals in Isabella Collection by Stuller Tropical palm tree pendant and earring ensemble Hand selection and setting of diamonds Stuller quality craftsmanship at exceptional pricing Available as mounting only, to accommodate your choice of stones We offer precision melee in a variety of qualities for your customization needs See the full collection at stuller.com, keyword Isabella Diamond Palm Tree Necklace, 1 /3 ct tw, 14kt white, 33, 16 $780. Mounting # 84402, $ Diamond Palm Tree Earrings, 1 /2 ct tw, 14kt white, 33, $1,349 per pair. Mounting # 84488, $162. Also available as charm the stuller standard JULY 2009

9 W H AT S H O T Give Peace a Chance Fifty years old but forever young, this poster-child symbol of the 60s counter-culture is everywhere in fashion today. If you were there, you will love reliving the memories; if you weren t there, now s your chance! Either way, your children and grandchildren will want to share the fun. Go to stuller.com and search Peace Sign to find several styles in gold and diamonds, silver and steel. R45188 Peace necklace, 47mm x 33.25mm, 18kt yellow/sterling silver, 18 $322. the Most Famous Widow ever The poor widow in the gospels of Mark and Luke could have given only one mite the least valuable coin in circulation at the time but she gave two. Whatever the reason, it s a sure bet she wasn t trying to become famous or to impress anyone. But Jesus was watching the whole thing, and his words of admiration have made her the most famous widow ever. These ancient-styled crosses are set with a genuine mite coin, retrieved from archeological digs in the Holy Land. To see the whole collection, go to stuller.com and search Widow s Mite. R41551 turquoise Cross Pendant, x mm, 14kt yellow, 137 $828. (shown with Ch117, sold separately.) What s new What s hot Rutilated Quartz In Stock for Your Mountings Beautiful rutilated quartz available in five shapes: antique cushion, antique square, oval, round and square. More than 25 sizes are available to accommodate the mounting size and shape you select. We have the right gems for your mountings and custom designs. Visit stuller.com for current pricing and product offerings. See the Mountings Book, Vol. 55 or go to stuller.com for more mountings styles to fit 14 x 10 gemstones scroll ring Mounting shown set with 14mm x 10mm, aa rutilated Quartz, 14kt yellow, $1,197. Mounting Only, $1,040. Cabochon-cut gems add a unique look to jewelry designs. Find the Fashionable & Affordable Exceptionally lustrous freshwater cultured coin pearls Necklace, bracelet and earring ensembles available in black or white Sterling silver clasps interlock to allow bracelet to lengthen necklace See the full selection at stuller.com, keyword Coin Pearls Freshwater Black Cultured Coin Pearl Bracelet, 13mm- 14mm, sterling silver, 171, 7 3 /4 $38; 18 $ Freshwater White Cultured Coin Pearl Bracelet, 13mm- 14 mm, sterling silver, 172, 7 3 /4 $38; 18 $69. JulY the stuller standard 9

10 A B O U T D I A M O N D S s tuller has the solutions to your inventory needs. As a diamond manufacturer and Sightholder, we are uniquely positioned to be your prime source for the finest made diamonds that you sell everyday. Providing broad inventory selection, requiring no upfront purchase commitments, and just-in-time delivery, Stuller gives you solutions for a challenging business environment. Say yes to smart business solutions when you buy diamonds from Stuller! Red Box Diamonds Serial Shape Weight Clarity Color Make Symmetry Polish Dimensions 99929** AS 2.00 VS2 D VG VG VG 6.92 x ** AS 3.46 VS1 E VG VG VG 8.48 x ** AS 4.02 VS1 E VG VG VG 8.70 x ** AS 2.00 VS2 F VG VG VG 7.18 x ** AS 2.00 VS2 G VG VG E 6.90 x ** AS 3.02 VS2 G VG VG VG 7.70 x ** AS 3.07 SI1 G VG VG VG 8.27 x ** AS 2.11 SI2 H VG VG G 7.29 x ** CU 2.01 VS2 E VG G VG 8.11 x ** CU 3.01 VS1 F VG VG VG 8.67 x ** CU 3.02 VS2 F VG G E 8.99 x ** CU 3.05 VS1 G VG G VG 9.06 x ** CU 2.32 VS1 H VG VG E 7.95 x ** CU 3.01 SI1 H VG G VG 9.09 x ** CU 3.02 SI1 H VG G VG 9.08 x ** EC 3.03 SI1 F VG VG E 9.03 x ** EC 2.06 SI1 G VG VG VG 8.76 x ** EC 3.00 VS1 G VG G E 8.72 x ** EC 3.03 VS2 G VG G E 8.72 x ** EC 5.04 VS1 G VG G VG x ** MQ 2.14 SI1 G VG VG VG x ** MQ 3.20 SI2 H VG VG E x ** OV 3.01 VS2 E VG VG G x *** OV 2.02 SI2 G VG G VG 9.30 x *** OV 5.01 SI2 H VG VG VG x ** PS 4.10 SI1 D VG VG VG x * PS 2.30 SI1 E VG G VG x ** PS 2.01 VS1 F VG G G x *** PS 2.08 SI1 H VG G E x ** RA 3.75 VS2 E VG VG VG 9.86 x * RA 2.22 VS1 G VG VG VG 7.27 x ** RA 3.02 VS1 G VG VG VG 8.67 x *** RA 3.02 VS1 G VG E I 8.74 x * RA 2.85 SI2 H VG G VG 8.25 x ** RA 4.73 SI1 H VG G VG x ** RA 5.29 VS1 H VG VG VG x ** RD 2.03 SI2 D VG VG G *** RD 2.04 SI2 D E E E *** RD 3.00 VS2 E VG E VG *** RD 3.04 SI2 E VG G VG *** RD 2.00 VS1 F VG E E ** RD 2.06 VS2 F VG VG E *** RD 2.15 SI2 F VG G G *** RD 2.21 VS2 F VG VG VG 8.40 inventory solutions Just In Time Red Box Diamonds Serial Shape Weight Clarity Color Make Symmetry Polish Dimensions ** RD 2.21 VS2 F VG E E *** RD 3.07 SI2 F VG VG E ** RD 3.19 SI2 F VG G G ** RD 2.00 SI2 G VG VG VG *** RD 2.04 VS1 G I I I *** RD 2.07 VS1 G I I I *** RD 2.24 VS1 G I I I ** RD 2.25 VS2 G VG VG VG ** RD 2.52 VS2 G E E E *** RD 2.61 SI1 G I I I *** RD 2.04 SI1 H I I I *** RD 2.05 VS2 H I I I ** RD 2.09 SI2 H VG VG VG ** RD 2.12 VS2 H E E VG ** RD 2.21 VS2 H E E E *** RD 2.31 SI1 H I I I *** RD 2.56 SI2 H I I I *** RD 3.04 SI2 H I I I *** RD 3.24 SI2 H I I I *** RD 3.46 SI2 H VG VG VG *** RD 4.11 SI2 H VG VG VG *** RD 4.56 SI1 H VG VG VG *** RD 5.05 SI2 H VG VG I ** RD 5.10 SI2 H E E E ** SQ 3.03 SI1 D VG VG VG 8.10 x ** SQ 2.30 VS1 E VG VG E 7.42 x ** SQ 2.41 VS1 E E E E 7.50 x ** SQ 3.08 SI1 E VG VG VG 8.25 x ** SQ 1.92 VS2 F VG VG VG 7.04 x ** SQ 2.31 VS2 G VG G VG 7.40 x ** SQ 2.32 SI1 G VG VG VG 7.44 x ** SQ 2.51 SI2 G VG VG VG 7.26 x ** SQ 3.01 VS1 G VG VG VG 8.24 x ** SQ 3.29 VS2 G VG VG VG 8.40 x *** SQ 2.28 SI1 H VG G VG 7.39 x ** TR 2.02 SI1 F VG VG G x Reports: *Stuller, **GIA, ***All others. Pricing is jeweler cost and subject to change without notice. Information on availability and pricing is valid as of 4/30/09. If a diamond listed is no longer available, please visit or contact your Diamond Sales Specialist at , and press the stuller standard JULY 2009

11 Mediterranean sun. journey into purple. LOGO Insert your Store Name Address City, State, Zip Telephone Number Store Hours Marketing guide five steps to success are you ready for an adventure in red? LOGO Insert your Store Name Address City, State, Zip Telephone Number Store Hours zero to low-cost marketing w How to Leverage Every Dime You Have e are pleased to introduce our new Gemstone 3. Cross-promote Cost Marketing Package for 2009/2010. Similar to the past FREE to $5 per Gemstone Marketing Packages, this new campaign month. focuses consumer attention on the subject of color Ask your local spa, nail and then the right gemstone. The concept brings a salon or fi tness club to greater variety of gems to the consumer, in an organized and relevant way put a poster or picture of providing you with greater sales opportunities. a featured color in their This may seem like a poor time to launch updated campaign materials. business in exchange Many will argue that they just do not have the money to spend on for you putting their marketing. We could not disagree more. The time is right for profitable info in yours. The art gemstone sales and you need to do whatever you can to get the word out disk included in your and get people in your door. While the Gemstone Marketing package has kit contains a full set of a full selection of marketing material for paid advertisements postcards, billboards, newspaper and magazine artwork it also has plenty of materials to support your low to zero-cost marketing efforts. Below are our top five ways to use the tools provided in this package without spending tons of money. TOP 5 WAYS TO MARKET COLOR 1. Start a Color Club Cost Approx. $2-$5 per person. Get your women shoppers to be your Color Insiders. Not only will they feel special, they will do your advertising for you. All it takes is some cheese and wine (or punch) after hours or coffee and sweet rolls on a Saturday morning and you have your chance to educate. In real life, this works very well. Have you ever been to the Saturday morning How-To classes at Home Depot or Lowe s? Are you familiar with Sephora s Beauty Insider program? The experts teach shoppers how to do or use products they never thought about or considered. These stores empower the consumer through hands on demonstrations and/or education. Does the customer purchase at that moment? Not always but they do come back, and buy the tile, the paint, the make-up or the hair care products later not because the home improvement store or cosmetic company are the cheapest, but because these stores have gained the loyalty and trust of the consumer. 2. Editorial Coverage Cost FREE!!! Use the Press Releases on the art disk supplied in your package editorial coverage with your local press is FREE! Call your local TV, newspaper and magazines and send them the pre-written press releases. Invite them to your store to show them the hot gem colors and jewelry. CONFETTITI MUSE PHANTASMAGORICAL A B O U T G E M S T O N E S 16 posters, or you can print these in a smaller format using your own printer and photo paper. 4. Use it online! FREE to minimum amount per month. Put color, gemstone and trend information on your website! Change it up every month to keep it interesting. Use the images provided with your kit. Blog about it. Put information on Face Book or My Space for free or pay a small fee for your own blog page. Some services like 1and1.com or GoDaddy.com charge as little as $5 per month. your customers. Free! Compose or create an with interesting color and gem facts get creative. If you cannot do it hire a local college student or high school student they are naturally tech-savvy. 5. Organize your showcases by color FREE! If your cases are still organized by gemstone type Ruby, Emerald, Sapphire and Birthstones it is time to mix it up. Put all the gems of your featured monthly color into one case as a highlight and conversation piece. Change it monthly to keep it interesting. It will be a great starting point for conversations about color and fashion. Add a scarf or handbag to reinforce the idea of jewelry as an accessory and you will create an inviting shopping experience. These are just a few ideas to get you started. Brainstorm with your staff, talk to area businesses do what you can to create a fun and exciting store environment people will want to come back to. Ask your consultant for KIT:90508:T it will be the best $46.95 you have ever spent. TIMBUKTU Purple Ma majestic. electric. smooth. Effervescent as grape soda. Satiny smooth as jazz. Perfumed as feilds of lavender under the Majestic. Electric. Smooth. Color and Gemstones Red passionate. lucky. luxurious. passionate. lucky. luxurious. Red sweeps us up and spins us round, causing our hearts to race just by being in its presence. Pink Green Yellow REFRESHING. romantic. graceful. chic. Blue loyal. balanced. relaxing. peaceful. revitalizing. enchanting. SUNNY. TART. Special 10% discount for Stuller customers on all GemeWizard products. Find out more at Offer subject to change without notice. JulY the stuller standard 11

12 D P S C O L U M N t DPS diam nd facets Diamonds how they add value to your business here is no doubt that diamonds a precious, rare, finite, and beautiful resource are expensive. And yet, they have an enduring attraction for consumers. As many jewelers face difficult times, it can be tempting to consider carrying less expensive inventory. We believe that investing in keeping your diamond business strong is the best approach to ensuring long-term health for both your business and your brand. Why? Diamonds signal quality: A jewelry business that can provide not only diamond jewelry but good advice on the appropriate piece to choose for an occasion, on the best selection for his budget, on the 4Cs, and other diamond issues is ensuring itself business now and into the future. While fine jewelry is always a discretionary purchase, diamonds are the one type of jewelry that are considered an absolute necessity for certain life occasions engagement and key anniversaries, and other emotional milestones in relationships. A jeweler who can build a reputation of integrity and expertise on his diamond business by word-of-mouth in his community will always be at a distinct advantage. Diamonds are a key anniversary gift: Even in a tough economy, in a survey conducted in January of this year, 66% of consumers told us that they still desired to give or receive diamond jewelry this year. One-third of men told us they had definitive plans to give within the next 12 months. The primary occasion they planned to give for was anniversary: 3 of 5 men said that was the next occasion for which they would be purchasing diamond jewelry. This is an important time to more aggressively sell for anniversary, as spontaneous purchases are on the wane, and people are increasingly planning for bigger discretionary expenditures. Ask your customers about when their anniversaries are and make note of them. Or, if you already have this information, mine your databases. If you have sold a diamond engagement ring to a couple in the last few years, give him a call: A surprising percentage of diamond anniversary gifts are given for the first, second and third anniversaries! Start sending out cards or making calls a few months in advance, letting men know that their anniversaries are coming up in 3 months, and you have many pieces that could work for their budgets. Let them know that most diamond anniversary gifts are given quite early in marriage; they don t need to wait for a 10-year or 20-year anniversary! It s great to surprise her in an off year especially one like this and remind her of how strong their love is when she will least expect it. Send suggestion cards with pictures and make sure your sales associates are trained to sell a variety of pieces and price points for the anniversary occasion. If you are able to, consider sweetening the deal with a small discount for anniversaries, a bottle of wine, or a congratulations card. Your customers will remember, and tell others! remain constant and very high. Few people are putting off engagements in order to wait for a ring, or giving up on diamond engagement rings. Instead, many are trading down on other wedding costs, such as the size of the wedding, her dress, or the honeymoon, in order to be able to afford the ring they want. There are some important trends you can capitalize on to enhance your bridal business: While round solitaire rings on a white gold band are still the most popular choice, almost half of brides are now choosing pavé on their bands and/or around the central stone. Almost one in five brides is now choosing a three-stone ring as her diamond engagement ring. About half of brides are now also purchasing a diamond wedding band make sure to let your customers know this and put one on her finger so she can see how great it looks compared to a plain metal band. A surprising amount of other diamond jewelry is sold on the wedding occasion: 22% of new brides say they also received diamond earrings, 27% say they also received a diamond necklace. These gifts sometimes come from fiancés, but also frequently are from her parents, his parents, or her sister. And one in five brides says she gives small diamond jewelry gifts to her bridesmaids. Mothers of brides are also frequent recipients of diamond jewelry on the occasions of their daughters weddings. And many brides say they wear other diamond jewelry besides their engagement ring for their weddings. So remember: when you see a bride shopping, especially with family members, show off not just your engagement rings, but other pieces as well: Have her try on a diamond wedding band, beautiful diamond earrings, a great diamond necklace just for the fun of it to imagine her special day. Put some diamonds on her mother, too. You may be surprised by the amount of business you end up generating around this one occasion! Remember, diamonds add value to your business that goes beyond what can be measured financially. Responsible sellers of diamonds who can establish a reputation for integrity and expertise vault themselves above the competition, adding true value to their businesses in both tangible and non-tangible ways, often serving families for generations because of their involvement in the most special and important moments in their lives. Editor s Note: This is a standing column promoting the diamond industry, as provided by Emmy Kondo, Planning Director of the Diamond Promotion Service. Diamonds are still essential for brides: A survey we conducted with diamond engagement ring candidates in February of this year suggests that your bridal business can be strong even in this economy, if you make the right moves. While some couples are trading down on price points, acquisition levels 12 the stuller standard JULY 2009

13 S T O R E S T R AT E G Y get your brooms and latest Stuller catalogs ready it s cleaning time! In preparation for the coming fall selling season, now is a perfect time to make sure your showcases and store are functioning flawlessly. store strategy Make a clean sweep for fall sales Top 5 Signs You Need New Displays: Examine your displays for these signs of wear and tear. 1) Display materials are torn. Inventory Review In these more challenging times, consumers continue to comparison shop for accessible price points, classic style and lasting value without sacrificing exceptional customer service. Now is the time to evaluate the product in your inventory. Discuss and strategize with your vendors about the procedure of revitalizing your slow-moving inventory with fresher product at minimal costs. Also, check out our newest packaging and display addition Case-by-Case displays at stuller.com. 2) Fabric colors are distorted or faded. 3) Displays are cracked or chipped. 4) Displays are stained or mildewed. 5) Interlocking segments no longer work together. Programs Take advantage of several housekeeping programs we offer at little or no cost to you and say yes to your customers! Clean Scrap Turn your clean bench scrap and customer trade-ins into Stuller credit in just 3 business days. Call to get started! Red Box Diamond Trade Exchange Program Retain the value in your diamonds while providing flexible upgrade opportunities for customer satisfaction. Call then press 1. Masterline Program Receive pre-selected, popular alloy samples every six months, giving you the opportunity to showcase product without having the cost of live inventory. Call and press 9, then 414 for more information. For more on our program and services, visit stuller.com today! Mountings: Pricing is suggested retail in U.S. Dollars at a $900 gold market; $1,000 platinum; $20 silver, 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. Finished Jewelry: Pricing is suggested retail in U.S. Dollars at a $900 gold market; $1,000 platinum; and 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, or at www. stuller.com, keyword search: AGTA Codes. Photography: Most products enlarged to show beauty of detail. Many styles are exclusive copyright of Stuller, Inc. and strictly enforced. Pricing subject to change without notice. JULY the stuller standard 13

14 S T U L L E R PA R T N E R 09 vision awards MJSA honors winners with awards in multiple design categories the 2009 MJSA Vision Award jewelry design competition winners were honored during MJSA Expo New York on Tuesday, March 10, at the Jacob K. Javits Convention Center in New York City. In addition to the Professional and Student category winners, several Professional entries were honored in special Distinction categories, as well as the competition s new featured design challenge for the use of reactive metals. First Place Professional Category: James W. Currens of J.W. Currens Inc. in New York City for his Treatise mokume-gane brooch/pendant in sterling silver, 18k and 22k gold with white and natural color diamonds, and an 18 mm Tahitian baroque black pearl. This piece also won first place in Mokume-gane Distinction. First Place Laser Distinction: Jackie Goetz of the Jewelers Workshop in Madison, WI, for her titanium-hinged bracelet with an opal set in 14k yellow gold. Goetz also won the Reactive Metals Challenge for this piece. First Place Enamel Distinction: Arto Vandian of New York City for his plique-a-jour enamel earrings in 18k gold with diamonds. First Place Platinum Distinction: Phillip Dismuke of Jewelsmith in Durham, NC, for his platinum ring with micro channel-set diamonds and a 12.6 mm South Sea pearl. First Place Palladium Distinction: Noam Hakak of Noam Carver Fine Jewelry in Montreal for his palladium, gold, and bronze ring with a lodolite quartz and brilliant-cut diamonds. First Place Student Category: Ah Leum Chun of the Fashion Institute of Technology in New York City for her Interchangeable Rings with interchangeable tops that can be switched to personalize a look. Judges for 2009, comprising a mix of designers, industry authorities, fashion editors, and educators, included Marlene Richey, designer, business expert, and author of Profiting by Design; Cindy Edelstein, president of The Jeweler s Resource Bureau; Jacquie De Almeida, managing editor for Jewellery Business Magazine; Michael Coan, jewelry department chair at the Fashion Institute of Technology; Catherine Dayrit, fashion editor for National Jeweler magazine; and Carrie Soucy, fashion editor for JCK Magazine. 1st Place - Platinum Distinction Phillip Dismuke 1st Place - Enamel Distinction Arto Vandian 1st Place - Professional 1st Place - Mokume-Gane James W. Currens 1st Place - Palladium Distinction Noam Hakak 1st Place - Laser Distinction; Winner Reactive Metals Challenge Jacqui Goetz 1st Place - Student Category Ah Leum Chun 14 the stuller standard JULY 2009

15 2009 Stuller Workshop Did You Miss Out? At this year s workshop, more than 200 jewelers had the opportunity to: Gain new business insights for a challenging economy Interact with Stuller professionals and industry experts Learn more about effectively marketing their businesses Watch profit generating hands-on bench demonstrations Just got back from a fun and educational weekend sponsored by Stuller The bottom line is the whole event blew us away We can t imagine not doing this on an annual basis. Think about being able to tap into thousands of hours of R&D, seeing equipment that is the finest, latest and greatest, and learning methods and techniques that are the result of these assets! There isn t a problem they haven t solved, a method they haven t perfected, and there is nothing they won t share. We ve come back home enthused, informed and ready to begin again, with our batteries fully charged. Put this one on your calendar, you won t be disappointed We ll surely see you next year. Ski & Cathy Ziolkowski Museum Gems Ltd. Co. Enterprise, FL Plan Now to Attend the Stuller Workshop in March 2010!

16 C A B C D A E B G E F J K H H G D M L F L N Strong Connections J M Woven from A Bridal Celtic Band, 7mm, 14kt two-tone, size 7 $1,147; size 11, $1,238. B Comfort-Fit Band, 6mm, 14kt two-tone, size 7 $593; size 11, $700. F Design Duo Band, 7mm, 14kt white, size 7 $654; size 11 $751. C Comfort-Fit Band, 6mm, titanium, size 7 $181; size 11 $181. G Handwoven Band, 7mm width, 14kt twotone, size 7 $867; size 11 $1,066. D Comfort-Fit Band, 6mm, 14kt yellow, size 7 $573; size 11 $655. H Band Rolling Ring, 2.5mm, 14kt tri-color, size 7 $578; size 11 $632. E. FIR11 Flat Comfort-Fit Band, 8mm, 14kt white, $964. J Comfort-Fit Band, 7.5mm, 14kt two-tone, size 7 $665; size 11 $777. To order, call or visit stuller.com. K K Handwoven Band, 8mm width, 14kt white, size 7 $952; size 11 $1,169. L. IR11 Comfort-Fit Band, 8mm, 14kt white, $1,039. M. HR11 Half-Round Band, 6mm, 14kt yellow, $519. N Design Band, 5mm, 14kt yellow, size 7, $526; size 11 $609. Simple Natural Forms A. BRC415 Cuff Bracelet, 28.75mm width, sterling silver, $455. B. BRC416 Cuff Bracelet, 40.75mm width, sterling silver, $529. E Diamond Scroll Pendant on 18 Black Leather Cord, 1 6 ct tw, sterling silver, 33 $564. Mounting # F Scroll Ring Mounting, 34-1mm, 15.75mm width, 14kt white, $946. C. BRC417 Cuff Bracelet, 51mm width, sterling silver, $403. G Scroll Ring, 16.5mm, sterling silver, $79. D Diamond Scroll Ring, 1 6 ct tw, sterling silver, 33 $582. Mounting # H Stackable Diamond Ring,.06 ct tw, 14kt yellow, 110 $412 each. J Stackable Diamond Bangle Bracelet, 65mm x 65mm, 1 6 ct tw, 14kt yellow, 110 $1,327 each. K Dome Scroll Ring Mounting, 9mm x 7mm, 14kt yellow/sterling silver, $171. L Genuine London Blue Topaz Ring, 14kt yellow/sterling silver, 56 $323. Mounting # M. Cabochon cut gems add flair to jewelry designs. Select milky gems like the Lavender and Blue Chalcedony or Moonstone above, or find a vibrant color gemstone that fits your personality. Visit stuller.com to find your ideal color..

17 FA S H I O N Cozy Up to Fall s Color Palette With colors from Muse... EARTHY gems FOR FALL (l-r) Tourmalinated Quartz Coral Smoky Quartz Madeira Citrine Green Tourmaline Golden South Sea Cultured Pearl Teal Diffused Topaz Green Quartz Golden Tourmaline Natural Chocolate Diamond Autumn s Muse color story hearkens back to the 70 s, an era when natural materials graced everything from floor rugs to macramé handbags. Avocadocolored refrigerators and dishwashers reminded us of Earth s bounty, and rust-colored shag carpet suggested the richness of the harvest. Updated for the eco-conscious consumer of today, Muse colors include Chocolate, Burnt Pumpkin, Aged Beige, Desert Sage, Moss Green, Squash Yellow, bleached-bone White, Nostalgic Peach, Turquoise, and Grey Patina. Authenticity and originality are essential to consumers. For stunning effects, combine Muse colors with jewelry designs that have a natural aspect, such as Art Nouveau designs or styles that feature earthy elements such as leaf patterns and textured finishes. Be bold, displaying larger tumbled gems or gems that display unique phenomena like Tourmalinated Quartz center stage in your designs. And don t forget that Muse colors are striking in designs that look rustic or handmade, especially during the fall season when consumers are surrounded by the raw elements of nature minerals, wood, and bamboo. Consumer Consciousness Sustainability Ethical responsibility Recycled treasures Solace and meditation (l-r) as shown $1,148, mounting only $ $ as shown $831 mounting only $520. Nostalgic Peach Turquoise Aged Beige Bleached Bone White Burnt Pumpkin 18 the stuller standard JULY 2009

18 FA S H I O N Incorporating Muse in Your Store Host an education seminar, featuring autumn s warm gem tones on fashionable-again yellow gold metal. Put on a fall fashion show, using your best customers as models. Once they put the jewelry on, they won t want to take it off. Talk with your local media about richly-hued colored gems, the ideal fall fashion accessory for all budgets. Organize your showcases by color or design rather than by gemstone type. Include elements of the harvest like squash, corn, and nuts in your displays, creating a visual impact with which your customers immediately connect. (above l-r) Featured above from left to right: $ as shown $551, mounting only $ $412 each $434 (Chain sold separately) $645 (Chain sold separately) Indicates item is available via Stuller Studio. How Stuller Can Help Consider warm-toned gem colors from among our finished jewelry designs. Adorn Stuller s scroll pendants and earrings with rich, rustic gems like Citrine and Smoky Quartz through Stuller Studio. Browse stuller.com to find wood boxes, perfect for highlighting Muse-colored gems. Gems whose colors reflect the Muse story include Coral, Teal Diffused Topaz, Mozambique Garnet and all varieties of Quartz. See Stuller s new customizable jewelry displays, allowing you to choose fabrics reflective of your store s palette available to order at trade shows throughout the summer and fall. Chocolate Desert Sage Squash Yellow Moss Green Gray Patina JULY 2009 We love our magazine, but stuller.com has today s pricing. Please visit us online for the most current information. the stuller standard 19

19 Remembrance & Devotion B Gifts that Comfort & Sustain A C Honor. Duty. Sacrifi ce. Easy to say, diffi cult to live, beautiful to see. More than words put simply, love. It is the hidden fabric and bond of nations and families. For those who are suffering the loss of a loved one or for those who are honoring the virtues of a great country, Stuller s collections of Memorial and Patriotic jewelry have more than 75 pendants and rings that comfort, sustain and inspire. To see more, go to stuller.com and search memorial or patriotic. D A. R16784 Wings of Remembrance Lapel Pin, 19.5mm x 19mm, sterling silver, $53. B. R41448 Memorial Tear Pendant, 14.5mm x 10.75mm, sterling silver, $60. (Shown on CH12, sold separately.) F G C. R16677 Memorial Tear Ring, 10.25mm width, sterling silver, size 7, $72. D. R16581 Teardrops Earrings with Pearls and Cubic Zirconia, 38.75mm x 12.25mm, sterling silver, 39, 8 $82 per pair. E E. R45107 Comfort Wear Sudden Loss Necklace, 21mm x 15.2mm, sterling silver, 18 $67. H K F. R41685 Ash Cylinder Necklace, 25.75mm x 10.25mm, sterling silver, 18 $124. G. R16753 American Flag Lapel Pin, 17.5mm x 17mm, color, 14kt yellow, $268. H. R16749 God Bless America Lapel Pin, 11.5mm x 20.5mm, sterling silver, $47. J. R45134 Blessed Is the Nation Star Dog Tag with chain, 33.75mm x 19.5mm, sterling silver, 18 $94. J K. R45126 Heart of Honor Cubic Zirconia Necklace, 24mm x 25.25mm, sterling silver, 8, 18 $51. L N L. R16766 Eagle Lapel Pin, 11.5mm x 26mm, sterling silver, $61. M. R45047 St. Michael U.S. Army Medal with chain, 22.5mm, sterling silver, 24 $78. N. R45108 Comfort Wear Military Loss Necklace, 21mm x 15.2mm, sterling silver, 18 $67. M To order, visit our website, or call See our complete collection of patriotic and remembrance jewelry at stuller.com.

20 A B C D F H E G J K A Diamond Angelfish Necklace,.06 ct tw, 14kt yellow, 33, 18 $532. Mounting #84468 newsea Life in Miniature B Angelfish Earrings, 25mm, 14kt white, $878 per pair. C Diamond Stingray Necklace,.06 ct tw, 14kt yellow, 33, 18 $474. Mounting #84470 D Freshwater Cultured Pearls, 8-8.5mm, 39, 72 $240. E Starfish Earrings, 25mm, 14kt yellow, $362 per pair. F Multi-color Gemstone & Diamond Angelfish Brooch/Pendant, 1 6 ct tw, 14kt white, 68, 52, 43, 61, 84, 33 $1,286. G Freshwater Cultured Pearl Sunfish Earrings, 7-7.5mm, sterling silver, 39 $121 per pair. H Stingray Earrings, 25mm, 14kt yellow, $543 per pair. J Multi-color Gemstone Starfish Brooch/ Pendant, 14kt yellow, 105, 48, 182 $1,303. K Sunfish Brooch/Pendant, 28.5mm x 51mm, sterling silver, $151. To order, call or go to stuller.com

21 Chain by the Inch from Stuller Studio Choose from our most popular chain styles and specify the length you want. Stuller Studio will add the appropriate clasp assembly and deliver your finished, customized chain to you within five working days. To learn more, go to stuller.com/studio or call

22 Small Investment B A C D Bridal Semi-Mount 5-Triangle Selling System 30 best-selling engagement styles. Silver/ CZ prototypes are rhodium-plated and/or gold-plated. All 14kt styles are stocked for overnight delivery. KIT:90510:T Triangles A through E, $ Triangle Selling System 18 best-selling engagement styles. Silver/ CZ prototypes are rhodium-plated. Three fine white leatherette triangular displays. All 14kt styles are stocked for overnight delivery. KIT:90505:T Triangles A through C, $399. To order, call or go to stuller.com Big Profits! New Additions! 2-Triangle Selling System E 12 best-selling engagement styles. Silver/ CZ prototypes are rhodium-plated and/or gold-plated. Two fine white leatherette triangular displays. All 14kt styles are stocked for overnight delivery. KIT:90509:T Triangles D & E, $299.