Palladium Wedding Band Special Orders Available. Order Products Easily at Stuller.com. Red Box Diamonds on National Television

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1 November 2008 Palladium Wedding Band Special Orders Available Order Products Easily at Stuller.com We will close for Thanksgiving on November 27. Red Box Diamonds on National Television

2 Say Yes to STYLE... 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. Bridal Jewelry Finished Jewelry Mountings Diamonds Gemstones Findings Metals Tools Packaging & Display

3 C O N T E N T S contents N O V e m B E r I s s u e # Stuller & Industry News 6 catalog resources you ll need them all for the holidays 6 going platinum metal prices plummet; sales go up 7 holiday hours mark calendars now 8 what s new star of hope 9 what s hot palladium wedding bands features Stunning Carved Onyx Cufflinks 10 Red Box Diamonds diamonds glitter on tv 11 Black Box Gemstones the story of black & gray 14 e-commerce partner national jeweler websites 15 customer testimonial fancy anniversary band kit 3b 3b 4b at the bench stunning ornamentation vivian alexander eggs stuller expert mike hagopian perfect pairings pendant & earring sets 5b showcase savvy our top 10 7b 7b 9b trends & fashion 18 warm diamond fashion sizzles & pops 20 black & white the season s most striking 22 stuller studio new custom pricing structure custom designs your creative bench designs seasonal stampings personalized primp allaround winner max grinder/polisher star performer On our cover: Stackable bracelet and stackable ring Vivian Alexander Holiday Ornament Check out stuller.com for everything your business needs! NOVEMBER the stuller standard

4 Eliminate Holiday Stress with stuller.com During your busiest season, stuller.com saves time and reduces stress. New products are added daily. Virtual Showline. Check pricing & availability, 24/7. Live, Text-based Chat available to help you Monday through Friday, 9am to 6pm. Place Orders accurately and completely with ease. Continuous Pricing Updates as you fill your cart throughout the day. Order Scheduling automatically submits your order before your cutoff time. Package Consolidation. Multiple orders in one package with one shipping charge. FedEx and UPS tracking available. Stuller Studio. Have us build custom jewelry to your customer s specs, usually delivered in 3-5 working days.

5 E D I T O R I A L notes from Matt with the holidays in full swing, the eye-catcher continues to be the dynamic combination of sleek sterling silver and warm 14kt gold. The timeless, flawless fusion adds fall flair to any showcase, not to mention each piece s style, value-oriented pricing, and customer demand. These pieces are sure to be a unique selling point for your store s holiday season. We Give You an Edge With metal markets beginning to drop from their summertime highs, we have many ways for you to meet the value added and pricing needs of your customers. Our Luxecor wedding bands are a great way to start. These stylish, lightweight bands add comfort while maintaining superior strength and a classic look. Ever wondered how to turn trash to treasure? Let Stuller s Clean Scrap Program help you reach this goal. This program allows you to send any amount of clean karat gold or silver scrap and turn it into usable credit toward your Stuller account in just three working days. With our help, you can make your customer the center of attention at her next holiday get-together by introducing her to the Stuller First Collection. These pieces have great price points and maximum quality style. Each piece s design is carefully detailed throughout, giving it a stylish, finished look. And, the combination of hot sterling silver with brilliant 14kt gold makes this collection a great holiday gift. Just in time for the holidays, we provide more you with more quality products and services to make it easy for you to say Yes to your customers! matthew g. stuller, sr. CHAIRMAN & CEO NOVEMBER 2008 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 Barousse Lori Carter, Mgr. Leslie Dumatrait, D&G Asst. Marketing Manager Ramona Gautreaux, D&G Marketing Director Randi LeBlanc 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 Emmy Kondo Nancy Pier Sindt Deborah Yonick Stuller, Inc. is a Diamond Trading Company (DTC) Sightholder. 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 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. the stuller standard

6 C ATA L O G R E S O U R C E S Holiday 2008 Goes Platinum Falling platinum prices provide potential for increased sales at the jewelry counter Just in time for the holidays, the price of platinum has dropped to make platinum not only the metal of choice for consumers finest pieces of jewelry, but also making it much more affordable than in the high metal market days of summer. To help you sell attractive fine jewelry from platinum, both in bridal and diamond fashion jewelry, Stuller s platinum catalog contains a variety of products sure to wow her at your retail counter. This platinum catalog shows reference pricing of $2,000 and $2,500, but with the current pricing of platinum, this gives you infinitely more pricing latitude with your shoppers. Now more than ever, purchasing platinum jewelry makes sense for its beauty, durability, setting safety and heirloom quality. The majority of brides are still looking for their engagement ring in platinum. According to a study by the Platinum Guild International (PGI), the bridal market is key to selling platinum. Be sure that you have your platinum catalog available on your showcase counter this Christmas season; it may well help your store to go platinum. And be sure to see our updated $1,500 Platinum Price List on stuller.com. Your Catalog Resources for the Holidays Now is the time to look around and make sure you have all your resources available for holiday shoppers. You know you re going to use all of the books. If some are missing, now s the time to tell your friendly account consultant the next time you call They will be happy to send you the resource you need. Remember that stuller.com is always available for product information, current pricing and ordering, as well as for technical assistance in the forums, or to research other product and marketing resources. 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. 69; and The Mountings Book, Vol. 55 are available for purchase by clicking on the Marketing Services tab at stuller.com. the stuller standard NOVEMBER 2008

7 S T U L L E R N E W S Holiday Operating Hours Mark your calendar now We want to provide you with the most access to Stuller products and services as we approach the busiest time of the year for most jewelers. The following are our operating hours from Thanksgiving through Christmas. Saturdays 10am-3pm on 11/29, 12/6 and 12/13 10am-4pm on 12/20 Monday through Friday Beginning 12/1 through 12/23, we will be available to take your orders from 8am 6:30pm Central Standard Time. Closures We will be closed on Christmas Eve (12/24) and Christmas Day (12/25) to allow our employees to spend time with their families. We will return to normal operating hours on 12/26, closing once more on 1/1/09 to observe the New Year s Day holiday. Saturday Shipping delivery surcharges Rates remain unchanged from 2007 Each year between Thanksgiving and Christmas, UPS and Federal Express attach package delivery surcharges on items to be delivered on Saturdays. Fedex s surcharge will be $6.25, plus the regular shipping charge. UPS will charge regular shipping, plus a surcharge of $6.00 per package for Saturday deliveries. Both carriers have waived the normal Saturday pick-up charge for the Christmas season. Please make a note of these charges. Wedding Band Selling System Update Now includes engraved samples You asked and we listened! We have updated our best selling alloy wedding band system to feature: More white plated wedding band samples DMGR (double milgrain sample) Laser engraving template of fonts available Laser engraved alloy samples Prime, U.S. manufacturing Next day delivery you can count on We stock the precious metals so you don t have to The Wedding Band Alloy Selling System is only $229! Call today at for this convenient, money-saving Selling System (KIT:90503:T). Stuller continues to provide you with an alloy system that helps you SELL! This quality alloy wedding band selling system allows you to display a broad selection of traditional wedding bands at very affordable prices. Once you have made a sale from your kit, then you can order the metal type, size and width you need along with personalized engraving, for overnight delivery. You get everything you need to provide quality and dependable service to your bridal customer. NOVEMBER 2008 We love our magazine, but stuller.com has today s pricing. Please visit us online for the most current information. the stuller standard

8 W H AT S N E W & H O T Diamond Duo Drops in for the Holidays This diamond ensemble s teardrop design makes it a great complement to any holiday look. The front and back pierced pattern creates a great look without the heavy metal weight at a great price. The ensemble is set in 14kt white gold and accented with 3 8 ct tw diamonds each. Order by calling Popular Fleur-de-Lis Styling Beautiful, Affordable Bring tradition to your showcase with these classic fleur-de-lis designs. The timeless fleur-de-lis pieces unite smooth sterling silver and warm 14kt gold to create a perfect flow of style. You can get yours by calling or by going to Diamond Necklace, 3 8 ct tw, 14kt white, 30, $1, Diamond Earrings, 3 8 ct tw, 14kt white, 30, $1,192 per pair Fleur-de-Lis Pendant, 28.25mm x 22mm, sterling silver /14kt yellow, $ Fleur-de-Lis Brooch, 31.75mm x 24.75mm, sterling silver /14kt yellow, $ Fleur-de-Lis Earring, 19.75mm x 13.25mm, sterling silver/14kt yellow, $156 per pair. What s New What s Hot Anne Dale s Star of Hope Honors Veterans May 17, 2005 started out like any other for Marine Corporal Matt Cole, serving his second tour of duty in Iraq, when a mortar round landed nearby and threw him 15 feet. Though his back and lungs were pierced by shrapnel deadly wounds a miraculous series of events saved his life. And, he s determined to walk again. Jewelry designer Anne Dale, famous for her work in support of worthy causes, was inspired by Corporal Cole and the sacrifices of so many like him and created the Star of Hope to honor their service. The design combines the five pointed star, representing the five branches of the military, and the ribbon, a symbol of welcome home. A portion of each sale is given to Star of Hope by Anne Dale in sterling silver: R45104 Pendant, 26.25mm x 25mm, $66. (Shown with CH12, sold separately.) R16791 Lapel Pin, 26.25mm x 25mm, $66. support our veterans. To learn more, visit stuller.com and search star of hope. the stuller standard NOVEMBER 2008

9 W H AT S N E W & H O T Smooth Flowing Lines Highlight Moissanite s Beauty! Help her light up the room with these created Moissanite and diamond ensembles. Each set captures the flawless brilliance that defines Moissanite. You can order them online at or you can order them with your friendly sales consultant at Top Right: Created Moissanite and Diamond Ring, (*15 8 ct tw) created moissanite and 1 8 ct tw diamond, 14kt white, 1, 33 $1792. Semi-set # Created Moissanite and Diamond Necklace, (*1½ ct tw) created moissanite and.08 ct tw diamond, 14kt white, 1, 33 $1588. Semi-Set # Created Moissanite and Diamond Earrings, (*17 8 ct tw) created moissanite and 1 10 ct tw diamond, 14kt white, 1, 33 $1840 per pair. Semi-set # Left: Created Moissanite and Diamond Earrings, 7mm x 5mm (*1½ ct tw) created moissanite and 1 3 ct tw diamond, 14kt white, 1, 33 $2225 per pair. Semi-set # Created Moissanite and Diamond Necklace, on CH163 18, 10mm x 7mm (*2ct) created Moissanite and 1 3 ct tw diamond, 14kt white, 1, 33 $3818. Semi-set # What s New What s Hot Palladium Special Orders Now Available Get your Palladium wedding bands while they re hot! We will be offering special orders on Palladium traditional wedding bands (IR, IRL, MG, MGR, MGRL, HR, HRL, F, FIR). These bands will have a delivery time of 10 working days. Our unique, hand-engraved and hand-woven bands are also featured on pages of the Wedding Bands Book and will be available for special order with a 3-week delivery. Order yours today by calling NOVEMBER 2008 We love our magazine, but stuller.com has today s pricing. Please visit us online for the most current information. the stuller standard 9

10 A B O U T D I A M O N D S stuller promotes diamonds on TV DTC Sightholder s Red Box Diamonds on Designing Spaces Home Show stuller recently promoted diamonds as an enduring gift for a lifetime in an effort to aid independent retailers by increasing consumer awareness during the holidays. Popular national TV home show Designing Spaces may seem the least likely place to pitch diamonds. But, Stuller landed an opportunity on one of the show s annual holiday gift specials that has the potential to publicize its emotional appeal for diamonds to 80 million U.S. households via broadcasts through Christmas. Claudia Evans Zale, business development director for Stuller, filmed a six-minute segment at the studios of Quorum Productions, to be featured during the 30-minute program. Appearing with correspondent Jodi Dombrowski, Evans Zale told diamond s story with emphasis on Stuller s Red Box Diamond brand and its new Diamond Moments campaign. The TV program will air on networks after Thanksgiving and through December on such channels as TLC (The Learning Channel), The Food Network, Discovery Channel, WE (Women s Entertainment), HGTV (Home & Garden Television), Travel Channel, and NBC, CBS, FOX, ION-TV and UPN affiliates. Stuller also will benefit from Quorum s multi-media marketing of themes, products and trends in future programming. red Box Diamond matched sets SERIAL SHAPE CLARITY COLOR WGT. SALE/CT % OFF RAP 97672* Round (Matched to 98154) VS1 I 1.11 $4, % 98154* Round (Matched to 97672) VS1 I 1.13 $4, % 64299*** Round (Matched to 69317) SI2 D 2.00 $6, % 69317* Round (Matched to 64299) SI2 D 2.03 $6, % 67440* Asscher (Matched to 75683) VS1 H.91 $2, % 75683* Asscher (Matched to 67440) VS1 H.90 $2, % ** Emerald Cut (Matched to ) VS1 G 3.00 $15, % ** Emerald Cut (Matched to ) VS2 G 3.03 $13, % * Square (Matched to ) SI2 H 1.72 $4, % * Square (Matched to ) SI1 I 1.72 $4, % 73303** Square (Matched to 81945) VS1 H 2.01 $6, % 81945* Square (Matched to 73303) VS1 I 2.01 $5, % * Marquise (Matched to ) VS2 H 1.00 $3, % ** Marquise (Matched to ) VS2 G 1.00 $4, % * Oval (Matched to ) SI1 H 2.02 $6, % * Oval (Matched to ) SI1 H 2.01 $6, % ** Cushion (Matched to ) SI1 H 3.01 $10, % ** Cushion (Matched to ) SI1 H 3.02 $10, % Reports: *Stuller, **GIA, ***All others. Pricing is jeweler cost and subject to change without notice. Information on availability and pricing is valid as of 9/16/08. If a diamond listed is no longer available, please visit or contact your Diamond Sales Specialist at , and press 5. Red Box Diamond Moments The impact of this program could be huge for independent retailers, says Matt Stuller, CEO and founder of Stuller. By reaching so many consumers with the diamonds make enduring gifts message during the holiday shopping season, consumers will be pre-sold on Red Box Diamonds, and diamonds in general, when they walk through the door. Jewelers who capitalize on this opportunity should see results at the sales counter. Evans Zale, who spoke with Dombrowski about how and why to buy diamonds, focused her conversation on key life moments with strong emotional significance like the birth of a child; a young woman s coming of age; birthdays, especially milestone ones; and wedding anniversaries. She also referenced holidays that acknowledge those we love like Christmas, Valentine s and Mother s Day as ideal occasions to create personal diamond moments. Not forgetting the all-important female self-purchaser, Evans Zale encouraged women to reward themselves with diamonds. Stuller created its Red Box Diamond program to empower retailers with a brand they could call their own that is a beautifully packaged, quality product, with value-added benefits like diamond trade-up, loss protection, grading reports, and engraved ID serial number. A loose diamond brand, it is available in a range of sizes from 3/8 of a carat up, all shapes, D to L color, and I1 clarity and greater, as well as some fancy colors. Since its inception a decade ago, the brand is in about 4,000 jewelry stores nationwide. Stuller, a DTC Sightholder, developed the Red Box Diamond Moments campaign as a comprehensive selling system for independent jewelers, including training resources, point-of-purchase tools, and a variety of advertising material. Retailers also have access to Stuller s virtual inventory and just-in-time delivery, as well as custom design services through its Stuller Studio. Take advantage of the buzz and purchase your Red Box Diamond Moments marketing package today. Your purchase and subsequent return of the training questionnaire qualifies you for a free listing on redboxdiamondmoments.com. As an authorized Red Box Diamond retailer, consumers can find your store and purchase diamonds with trust, confidence and security. Ask your consultant for KIT:90212:T. By Deborah Yonick 10 the stuller standard NOVEMBER 2008

11 inspiring. intriguing. impressive. The Story of Black & Gray using color as the starting place for your gemstone sales puts you on the road to profitability. Colored gemstone jewelry serves as a stunning fashion accessory that finds appeal amongst those consumers who look to color as a way to enhance their beauty, their identity and their wardrobe. If you are not sure what to say about color, read on! Black is our color focus for the month of November. Below is our Top 5 list of things to tell your customers about black. Get them excited about color and then help them find a gemstone that fits within their budgets and lifestyles. A B O U T G E M S T O N E S From beautiful to amazing, customize your jewelry with Stuller s selection of loose gemstones and mountings through Stuller Studio. 1. Color Communications Intriguing, powerful and timeless, black communicates authority and makes a person feel like they can take on the world. Modern color beliefs link back to ancient cultures and traditions. In Japan, black is the color for boys as well as the color representing the mysterious. The Romans viewed black as a symbol of immortality and ancient Egyptians viewed black as the color of fertility and renewal. 2. Black and the Personality As black is the negation of color, those who choose it as a favorite often send mixed messages about their personality. They may be conservative and traditional, or they may be worldly and chic. 3. Black in Fashion Always in fashion, many people love wearing black as it makes them look thinner and feel confident. Black also acts as armor, and feels especially protective in larger cities and crowds. A derivative of black is gray, and gray dominates winter fashions. 4. Sultry, Stylish Designs 4. Radiant Designs If your customers want a piece of jewelry that mixes well with their wardrobe and communicates assurance and style, suggest jewelry set with black gemstones or diamonds. Crisp blacks attract attention when set in geometric designs and classic art deco creations. Soft black gems complement popular gray apparel and look especially appealing in organic inspired designs. 5. Gem Varieties For strong, snappy black gems, suggest Onyx, Black Diamond or Black Spinel. Colorful Black Opal, Moonstone and iridescent Black Cultured Pearls including Tahitian, Akoya and Freshwater are gentle, gray-blacks that go with anything and are perfect for fun, business or black-tie affairs. To help you and your staff focus on a color-centric message, order your gemstone marketing package today. Just ask your sales consultant for KIT:90217:T, just $ Diamonds & Gemstones: 11x9mm oval Black Star Sapphire, AA 13mm round cabochon Onyx 1ct round Black Diamond 10x8mm oval cabochon Black Opal Set Pieces: #23438 Tahitian Cultured Pearl Earrings available through Stuller Studio. Earrings set with 12.0mm Tahitian cultured pearls and swiss blue topaz, 14kt white. Suggested retail, $703 per pair #71411 Moonstone and diamond ring available through Stuller Studio. 9x7 ring set with genuine Moonstone and diamonds, 14kt white.suggested retail, $1,470 (Diamonds: G-H, SI1) #84158 Black Spinel pendant available through Stuller Studio. Pendant set with 1.0mm fine Signity Black Spinel, 14kt white. Suggested retail, $644 (chain sold separately) NOVEMBER 2008 We love our magazine, but stuller.com has today s pricing. Please visit us online for the most current information. the stuller standard 11

12 D P S C O L U M N DPS diam nd facets Why young consumers matter m beyond the bridal market any jewelers realize that members significantly higher than for any other age group. of GenY, currently ages 15 to 30, So how do you appeal to a generation whose heads are also turned can be fantastic prospects for bridal by a vast array of high-end consumer electronics, luxury accessories, jewelry sales but most of us don t and luxury experiences from sybaritic spa-ing to trophy travels and gear our store environments, sales bottle service nights out? presentations, or marketing to this First and most important, have a Web presence. If you do not have a younger audience. After all, it s really website with at least basic information about your store, Gen Yers will move their parents who have spending on to another retailer that offers this basic denominator of credibility for a power, right? generation hooked to the Web. Rather than commoditizing your offering, Wrong. While their parents, the Baby Boomers, have the most having a Web presence is an excellent way to build a relationship with disposable income of any demographic, Gen Y consumers should be your tech-savvy younger customer, who will almost certainly extensively equally important to jewelers for a number of reasons beyond bridal. research and browse online before narrowing down the stores she will The first reason to be cognizant of this demographic is, actually, their actually visit. To this end, make sure that you are favorably reviewed on Boomer parents. Boomers have tended to lavish their children with websites reviewing local businesses, such as citysearch.com and yelp.com, both financial and emotional support well into adulthood. So if their and consider blogging to convey store news, as well as to deliver a sense of parents are comfortably well-off, Gen Y kids are almost certainly reaping your store s style and personality. perks including help building professional wardrobes, receiving gifts for Second, make sure that you hire and train staff who are able to connect important rites of passage, and paying off credit card bills. The level of with younger consumers to speak their language without condescension expected subsidization that Gen Yers have received has turned them into or assumptions. This means associates who are real yet respectful, and a generation of obsessed shoppers who enjoy treats that are often beyond conversant on issues of social and corporate responsibility in particular, their personal means. In fact, despite their importance to the bridal market, the Kimberley Process and System of Warranties that ensure the diamonds they actually spend more on non-bridal diamond jewelry. you offer are conflict-free. It is also especially crucial that associates are able Second, members of Gen Y look and behave differently than the to relate to young women, helping them develop their style through their youth generations before them. This is a generation that, when asked jewelry wardrobes, while also conveying technical and pricing information who their heroes are, are most likely to name their parents. They adopt that highly educated women will certainly also seek. and appreciate their elders values, traditions, and rituals. While preceding Third, make your store an exciting destination to shop. For Gen Y youth generations were more rebellious, and might have eschewed diamond this means trumpeting any ability you have to customize and personalize studs in favor of tattoos and tongue piercings, Gen Yers are socially more their diamond purchase; offering exciting designs and brands at a variety conservative and traditional. They delight in the same status signifiers, such of price points; presenting education with a bit of theater; constantly as luxury brands and diamond jewelry staples, as their parents. revolving visual displays; and making sure that your young consumers Third, reaching out to young consumers young even in their teens have ample opportunity to fantasize by trying on diamonds in flattering is a way for jewelers to train both kids and parents to think of diamond light and with lots of mirrors. jewelry as the ultimate way of celebrating life milestones and expressing Learning to court younger consumers is a vital step to building your love. Research shows that the women who are the highest-value diamond business now and creating momentum for the future. Use your young jewelry customers as adults are most likely to have received their first piece associates, young family members, and customers with children as sounding of diamond jewelry from a family member, by the age of 15. boards for ideas; you will likely find yourself pleasantly surprised not only by A final reason why Gen Y is so important is that it is the first in the new sales you attract, but by how the changes you make to reach out to which women are effortlessly coming into their own as professionals younger consumers positively impact your relationship with older yet still with incomes that often match or top their male counterparts. young-at-heart core customers as well. According to census data, a higher share of women than men in this generation work in management and professional jobs. And in major Editor s Note: This is part of a running series from Emmy Kondo, Planning Director urban centers, salaries of females in their twenties have exceeded men s for the Diamond Promotion Service. in the past seven years by 20% in Dallas, for example, and 17% in New York. And, female-owned start-ups outnumber male-owned start-ups by 2-to-1. Add to these statistics the fact that women are marrying later and having children later, and you suddenly find a group of women flush with disposable income, eager to show off their newfound power and status, and feeling plenty of justification for indulging themselves. In fact, the average diamond jewelry self-purchase price for women ages is $ the stuller standard NOVEMBER 2008

13 S T O R E S T R AT E G Y store strategy Your holiday game plan by the time you re reading this you ll be in the throes of the all-important countdown to Christmas. You ve planned to the best of your ability your holiday strategy in the face of uncertain economic times. Many of you have proceeded cautiously with inventory. Perhaps, you ve cut back on advertising. There s no question the climate is tough and budgets are tight. But as you approach the seventh inning stretch, what s your game plan to pull in a winner? Proud of its reputation as the independent jeweler s backroom, Stuller has aggressive programs in place that can help jewelers do more with less, from its stone setting and jewelry customization service, Stuller Studio, to its selling systems and justin-time product delivery. Any merchant at either the wholesale or retail level faces choices regarding product and inventory issues, understands Chuck Bowman, business vice president of mountings for Stuller. Resources are always finite, and no business can stock limitless inventory, so it becomes an educated guess as to what the consumer demand will be. Customize Christmas Imagine if you could offer affordable custom services with quick turnaround time during the holidays. According to Bowman, Stuller Studio provides a virtually limitless selection of product to satisfy every aesthetic and price point preference. Through Studio, customers can tap into our vast inventory of unset products and pair them with any combination of diamonds or gemstones to create precisely the finished item they re looking for, shipped in three to five working days. Particularly with today s high precious metal markets, managing inventory is more important than ever before, so much so that the tagline for Stuller Studio is It s a smarter way to do business. Studio minimizes inventory burden and guesswork, and ensures that jewelers can create exactly what their customers want, Bowman describes. Essentially, there s no need to miss a sale because you don t have in stock what your customers are looking for or because you don t have time to make up what they want. You could say that Studio effectively expands the jeweler s workshop capacity, especially during the busy holiday season, notes Bowman, by offering many of the capabilities the jeweler may have in-house, but may be stretched too thin during peak season to accommodate. Studio services also include ring sizing, laser engraving, custom earring configuration to setting, post and back preferences, and assembling settings to shanks per customer specifications. Selling Systems In addition to Studio, Stuller offers selling systems with the goal of empowering the retailer with quality products that are beautifully packaged and displayed, and backed by attractive support material to close sales. A great system example is found in Stuller s Sea Sprite. Each kit contains seven units of South Sea cultured pearl and gem set jewelry in 14k gold, two counter cards, one retailer program guide, 25 consumer brochures, a showcase display, acrylic collection identification sign, and DVD illustrating how South Sea pearls are cultivated that is suitable for both training and consumer information. Perhaps one of Stuller s most versatile systems, Sea Sprite can be personalized to suit the style, pearl and gem preferences of the jeweler, touts Michael Clarke, business vice president of finished jewelry. While we ve researched and recommended the most popular pearl and gem combinations, it s up to the jeweler to select what will work in his/her store, he explains. From a menu of options, jewelers can modify the assortment when they first order the system or as replacement pieces are selected. South Sea or Tahitian pearls may be chosen, as well as an array of gems including moonstone, coral, citrine, peridot, amethyst, blue topaz, onyx, and chalcedony, in 14k or 18k white or yellow gold options. Moreover, jewelers get to select from various jewelry styles for earrings, as well as cord or chain necklaces for pendants. Stuller s wedding band kits is another case in point to display alloy anniversary bands for round, princess and baguette, as well as fancy offerings; gold wedding bands; and alloy traditional and designer wedding bands (see one on page 7). According to Eleanor Lipps, bridal product manager, jewelers can use these systems to make a sale and then place the order for overnight delivery available for bridal engagement semi mountings, anniversary bands, and platinum products. Many industry analysts believe jewelers will face stiff competition for consumers limited discretionary dollars this holiday season. Don t let your customers walk out the door because you don t have what they want. Stay ahead of the competition by giving them personalized choices with an array of value-added benefits without having to invest a ton in inventory. And, Stuller will even help you market them now, that s a grand slam! By Deborah Yonick NOVEMBER 2008 We love our magazine, but stuller.com has today s pricing. Please visit us online for the most current information. the stuller standard 13

14 S T U L L E R PA R T N E R web 2.0 competing in the quickly changing world of e- commerce has been a challenging even ominous task for most independent jewelers. That was true until Stuller teamed up with National Jeweler to bring you a simple, but comprehensive, beautifully designed e-commerce package that comes preloaded with a virtual inventory of Stuller products and an impressive library of National Jeweler content. If you thought that you didn t have the resources to compete with the big guys, think again! Introducing the Customer Connect Web Site solutions, a turnkey package that will make an independent jeweler s entry into the world of e-commerce quick, inexpensive and painless. New sites typically go live within three weeks, so jewelers still have an opportunity to launch their new sites in time for the holiday 2008 selling season! You re the Star Custom newsletters featuring Stuller product offer effective way to communicate your brand For years, the industry buzzword was branding. But now most jewelers acknowledge that their most valuable and important brand is their own. And there s no better way to brand your store, your staff and yourself than with a professionally produced newsletter loaded with insightful editorial, Stuller s best-selling product and your personal message. Newsletters establish you as the jewelry expert in your marketplace. Your Favorite Jeweler is the result of a partnership of Stuller and National Jeweler and is published quarterly to match you key selling seasons: Holiday, Valentine, Mother s Day and Pre-Christmas. It s simple to participate. Simply send in a 300- word personal column, photo and logo. Writer s block? No problem. We ll send you sample columns. For pricing and more information, contact National Jeweler s Eric Lebre at , Eric.Lebre@ nielsen.com. Next issue: Valentine Reserve by November 17. Stuller teams with the experts to provide e-commerce solution Virtual Inventory One of the spectacular features of the program is the pre-loaded inventory of Stuller bestsellers. The products are linked to Stuller s database so pricing and availability are updated daily. There s no need to worry about gold price fluctuations because the site will always present current pricing using the jeweler s retail multiplier. The Stuller items feature the company s excellent photography, consumer-friendly product descriptions and technical specifications. Items are typically available for overnight delivery, and Stuller has the ability to drop-ship items on the jeweler s behalf. In addition to the great selection of Stuller items, jewelers may add as many items as they d like from any number of their favorite vendors. In addition, the site includes National Jeweler-provided content, a diverse library of 205 articles, ranging from educational features to fashion stories and seasonal gift recommendations. Each article may be edited, so the jeweler may add his own branding and flavor to the stories. Jewelers may choose from 27 beautiful templates on an easy-to-use content management platform, which allows jewelers and their staffs to control nearly every aspect of the site. No need to call a hard-totrack-down webmaster to make daily, weekly or seasonal changes. What s more, the site is preloaded with artwork that jewelers may use to update their homepage s graphic elements, such as the lead image and calls to action. You get an amazingly comprehensive shopping cart that allows you to customize the way products are presented on your site. You may add discounts, sales, related items, pull-down menus, custom shipping methods and much more. You also get marketing data that summarizes the traffic and sales performance of the sites. Included in the package is a complete site tutorial. In additional, National Jeweler s friendly staff is ready to assist jewelers with any questions they may have, 24/7 at no extra charge. The price structure for the basic package is simple a $1,000 set-up fee and $300 per month thereafter. Jewelers may view the templates and learn about the program s features and benefits by visiting Or they may contact National Jeweler s Eric Lebre at , Eric.Lebre@nielsen.com. 14 the stuller standard NOVEMBER 2008

15 Increase Your Business with our Fancy Anniversary Band Selling System Dennis Keck with Keck Jewelers in Belleville, IL says the Fancy Anniversary Band Kit has a very nice presentation, and so do the other Stuller Kits. They let us show a range of styles without having to purchase the inventory. Roseanne Kroen from Roseanne s Diamonds & Gold in South Bend, IN says The kits allow us to have more fill in our cases... And, we do make sales from it... without having to invest in 30 rings. She says the kits also help make sales from styles they would not normally carry. ARe you using SeLLING SyStemS from Stuller to increase your business? our Anniversary Band selling system comes ready to put into your showcase and catch your customer s attention. This makes it easy and cost effective to display some of our most fashionable styles. When your customer tries on these gold-plated and rhodiumplated alloy bands set with cubic zirconia and is ready to purchase it s easy to get the bands delivered to your store. All 14kt bands are in stock and ready for overnight delivery. to get your Fancy Anniversary Band Selling System and begin displaying these bands to advantage, call ext. 200, and ask for the Fancy Anniversary Band Kit (KIt:304458:P). We love our magazine, but has today s pricing. Please visit us online for the most current information.

16 FA S H I O N Diamonds Sizzle as Holiday Gifts flattering diamond fashion JOURNEY PENDANT and RING a dainty trio CIRCLE 66417; HEART AND BOW When a man goes out to shop for a holiday gift of jewelry for the woman he loves, he wants something romantic, of high quality and, most of all, a piece she ll be thrilled to own and proud to wear. What better category can he choose than diamond jewelry? Even with the stretched budgets that many Americans are facing this year, few are willing to forgo buying gifts and fewer still want to give something inferior. Consumer surveys have proven that jewelry set with even a small diamond has a higher perceived value than a piece without diamonds, regardless of the size of the diamond or the total weight. Unlike all-metal styles where the bulk of the price is in the value of the metal, items encrusted with diamonds or simply accented with them are viewed as more desirable. This season, there has been a marked resurgence in interest in diamond fashion jewelry, items such as bracelets, pendants, earrings and necklaces. Enjoying huge popularity right now is the Isabella collection by Stuller an assortment of diamondand-14-karat gold styles with traditional romantic themes such as hearts, circles, bows and stars. These designs are universal and suitable for the widest possible range of age and taste. Total weights average.12 to.25 carats, and are smartly priced, with suggested retails beginning at just $550. For gift-buyers who aren t sure about details like pierced or non-pierced ears or the correct size for a ring or bracelet, consider a diamond brooch. Available in a wide assortment of styles and designs, these easy-to-wear, versatile styles are enjoying a new burst of popularity. Especially well-received are the pin/pendant combinations, thus offering double the opportunity for wearing pleasure. Pavé continues to be a strong fashion trend for holiday 2008 and this look is interpreted in a range of price levels, from bold rings covered in pavé diamonds to lighthearted pendants By Nancy Pier Sindt 18 the stuller standard NOVEMBER 2008

17 FA S H I O N Clusters OF DIamONDs EaRRiNGs shimmering with pavé accents. the secret to achieving the maximum sparkle is setting the diamonds in alternating rows, so the eye sees no metal at all. even on some of the smaller pieces, such as heart and bow pendants, all of the diamonds are perfectly matched in color and size and meticulously set, so they catch the light with every movement. another strong fashion trend is the use of graduated diamonds, particularly in circular or spiral patterns. One new pendant has been a standout: a disc shape with diamonds that appear to float in an undulating row across openwork rods of white gold. (On that note, even though the fashion experts tell us yellow is making a strong comeback, the great majority of diamond jewelry is being ordered in white gold, occasionally with yellow gold accents). For an extra-special gift this holiday season, consider offering your customers a selection from stuller s platinum-and-diamond collection. with many items retailing for less-than-$1000, these delicate yet elegant styles make perfect gifts for wife, mom and sweet 16. Does your customer want to take sentiment to another level? suggest holiday as the time for renewing wedding vows or buying her that diamond anniversary ring. when buying diamond jewelry, consider all aspects of the product: the design, the materials, the make and most important, the finish. select a product you will be proud to sell, one smartly priced and made with superior craftsmanship. Our valued clients rely on the quality and service provided by stuller. where else can you get next-day delivery for all of your holiday choices, backed by a supportive return and restocking policy? Our pledge to you remains the same, regardless of the size of your order: great value in product, with no compromise in make or quality. twinkle, twinkle little star (necklace) 66676; (earrings) 66678; and (also available as bracelet, not shown) BrIDal BeautIes (above) ENGaGEMENt and BaNd 66572; (left) BaNd 64121; and (below) BaNd DIamOND DaNgles NOVEMBER 2008 We love our magazine, but stuller.com has today s pricing. Please visit us online for the most current information. the stuller standard 19

18 C A B D E F G H J K M Black L & White N & Color E. Genuine Lemon Quartz, 11mm x 9mm, oval checkerboard cut, $58.50 each. A Genuine Onyx & Diamond Gents Band, 1 6 ct tw, 14kt white, 59, 30 $1,031. B Genuine Tanzanite & Diamond Necklace, 6mm x 4mm, 1 6 ct tw, 14kt white, 79, 33 $867. (Also available semi-set.) C Genuine Tanzanite & Diamond Earrings, 6mm x 4mm, 1 6 ct tw, 14kt white, 79, 33 $1,190 per pair. (Also available semi-set.) D Genuine Tanzanite & Diamond Ring, 9mm x 7mm, ¾ ct tw, 14kt white, 79, 33 $6,171. (Also available semi-set.) F. Black Box Gemstone Serial #27573, 4.86 ct, Oval Tanzanite, $1,335 per ct. G Genuine Tanzanite & Diamond Ring, 8mm x 6mm, 1 8 ct tw, 14kt white, 79, 33 $3,661. (Also available semi-set.) Mounting #9694, $976. H Gents Ring, sterling silver & black rubber, size 11, $154. To order, call or go to

19 S P R Q V T U W Y J Gents Ring, 6mm width, sterling silver & black rubber, size 11, $98. K. BRC336 Gents Bracelet, stainless steel & black rubber, $96. L. BRC385 Gents Bracelet, stainless steel & black rubber, 8¼, $101. M. Dark Grey Tahitian Pearl Strand, 10mm - 13mm with Diamond Clasp #23781, $18,825. N Genuine Carved Onyx Cuff Links, 13mm x 18mm, sterling silver, 59 $201 per pair. P Genuine Onyx & Diamond Earrings, 9mm x 9mm, 1 5 ct tw, 14kt white, 59, 33 $777 per pair. X Z AA Q Genuine Onyx & Diamond Pendant, 12mm x 12mm, 1 10 ct tw, 14kt white, 59, 33 $448. (Shown with CH728, sold separately.) R Genuine Tanzanite & Diamond Pendant, 6mm, 1 5 ct tw, 14kt white, 79, 33 $2,060. (Shown with CH123, sold separately. Also available semi-set.) S Genuine Tanzanite & Diamond Earrings, 6mm, 3 8 ct tw, 14kt white, 79, 33 $3,894 per pair. (Also available semi-set.) T Genuine Onyx & Diamond Ring, 12mm x 12mm, 1 5 ct tw, 14kt white, 59, 33 $814. U Genuine Onyx & Diamond Engagement Ring, ½ ct tw, 14kt white, 59, 30 $2, Matching Diamond Band, 1 10 ctw, 14kt white, 30 $458 V Genuine Tanzanite & Diamond Ring, 6.5mm, 1 5 ct tw, 14kt white, 79, 33 $3,362. Mounting #71415, $410. W Genuine Tanzanite & Diamond Ring, 8mm x 6mm, ¾ ct tw, 14kt white, 79, 33 $4,357. (Also available semi-set.) X. Genuine Lemon Quartz, 10mm x 10mm, antique, checkerboard-cut, $67 each. Y Ring Mounting, 10mm x 10mm, 14kt white, $410. Z. Genuine Green Quartz, 10mm x 10mm, antique, $64.35 each. AA. Black Box Gemstone Serial #28453, 5.12ct, Antique Cushion Tanzanite, $1,680 per ct.

20 S T U L L E R S T U D I O Explore the Benefits of Stuller Studio Stuller Curve Entourage Mounting, 14kt white, $453. Shown set with 14mm x 9mm AA pear-shape Swiss Blue Topaz, and ~0.19 ct tw GH, I1 Diamonds, $1,272. Are you aware of all the benefits that Stuller Studio has to offer? Stuller Studio offers high-quality, one-of-a-kind product how and when you want it. Experience the many benefits Stuller Studio has to offer: Largest inventory of mountings, diamonds and gemstones. Stuller s extensive inventory offers you the largest possible selection of mountings and gemstones in the industry. Effective inventory management. What could be better than selling the jewelry and paying for it after the sale? That s putting the money in the bank and not in your showcase! Reduce overhead costs and increase sales. Stuller Studio will set, size, and assemble your jewelry, allowing you to spend more time on the sales floor and less time at the bench. Rapid delivery. Stuller Studio guarantees delivery of your order within three to five business days. Customer satisfaction. Stuller Studio provides you with the opportunity to work directly with your customers to design a piece that meets their specific needs. Customizable, high-quality product. With Stuller Studio, you can customize product from a variety of product categories, from diamond and color fashion to religious and family jewelry. We guarantee that each piece is of utmost quality and consistently reliable. Best of all, placing your Stuller Studio order is simple. First, choose the mounting and gemstones you want to set, decide on stone shape and size, gold color and ring size. You can place your order by going to stuller.com or by calling , and we will complete and ship your custom jewelry within five working days. That s a lot of benefits to explore! Mountings: Pricing is suggested retail in U.S. Dollars at a $900 gold market; $2,000 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. 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; 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. Many styles are exclusive copyright of Stuller, Inc. and strictly enforced. Pricing subject to change without notice. 22 the stuller standard NOVEMBER 2008

21 Earring Customization Made Easy B C D E A J G H K F StullEr StuDio introduces a new level of customization. Studio makes it easy to build a pair of earrings exactly the way your customer wants them through our new Earring Program. You choose the setting, post style and matching backs. Choose diamonds or gemstones from our extensive inventory, and let Stuller Studio send you a beautifully finished pair of custom earrings, ready to wear, within five working days. Call to learn more about all of our style options available through this program. one example of the possibilities: A. Earring Basket with Backless Earwire B. Earring Basket with Protector Post C. Earring Basket with Friction Post D. Earring Basket with Friction Post E. Earring Basket with Threaded Post F Friction Earring Back, works with Friction Post 1801 and Friction Post G Protector Earring Back, works with Protector Post H Friction Earring Back, works with Friction Post 1801 and Friction Post J Threaded Earring Back, works with Threaded Post K Protector Earring Back, works with Protector Post