March Your Resource for Cultured Pearls Akoya, Freshwater, Tahitian, South Sea. Red Box Diamond Moments. Stuller Workshop March 28 to 30

Transcription

1 March 2008 Your Resource for Cultured Pearls Akoya, Freshwater, Tahitian, South Sea Red Box Diamond Moments Stuller Workshop March 28 to 30

2 Take a closer look... Sure you re aware of our high-quality jewelry and quick, convenient delivery, but have you taken a closer look at all of the money making ideas we ve generated just for you? From our Preform Sizing System to our X1 white gold, we continue to revolutionize the way the jewelry industry works. As a DTC Sightholder, we are available, wherever you are, on stuller. com for placing orders, customizing print advertising material, tracking orders, and browsing the Deal of the Day. Ideas to grow with, revolutionary technology, 24/7 availability. 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 M A R C H I s s u e Stuller & Industry News 6 catalog resources findings & moissanite 7 our cultured pearls expanded selection available trade shows meet us there 8 what s new woven bands 9 what s hot natural pink & yellow diamonds features 20 Spring Whimsy 10 Red Box Diamonds diamond moments 11 Black Box Gemstones electric purple 12 diamond facets the ultimate gift of love 13 pearl knowledge how to profit trends & fashion 16 fashion accessories spring delights 18 delectable delights chocolate pearls & more 22 stuller studio customized beauty at the bench 3b 3b 5b 6b 7b 8b 9b sleek clasps versatile design stuller expert kayla matte master s touch caring for beautiful pearls inside stuller south sea pearl group custom designs your creative bench designs join the club metals at a discount lab classes GIA comes to town On our cover: from the Sea Sprite Collection, and South Sea Cultured Pearl Strands 2b Tools at the Workshop Personalized Marketing materials available at get the tools you need to promote your business! MARCH the stuller standard

4 Direct Marketing on Demand Made Easy Create, produce and distribute your own postcards flyers newspaper inserts and more... New Spring Templates are now available. All you have to do is choose a design, insert product that you wish to feature, and upload your store logo. Go to and click on the Marketing Services tab to begin promoting your store today.

5 E D I T O R I A L notes from Matt NATURE S BEAUTY CULMINATES in the creation of a pearl. Beginning in the exotic depths and emerging as a beautiful strand or a finished jewelry design, the pearl lends its mystery to every woman who wears it. Retailers have told us that consumers are not aware of how much they want pearls until they touch them. Pearls provide tremendous profit potential because of their versatility for jewelry styles and their potential resale markup. In order to sell them, not only will you need to know about the different types of pearls, but you will also have to provide a certain amount of pearl education to your customer about size, shape, color and what makes one pearl more valuable than another. Instructing your customers on proper pearl care can also be beneficial (See article on page 5b). You ll want to carry a wide range of pearls. This will allow you to show customers several types with which they can fall in love. And, once you ve introduced them to pearls in your store, they ll be back for more. Whichever pearls you carry in your cases, you can expect to see increased sales with about 10-15% of your inventory committed to pearls. (See page 13 for more on profitability.) Pearls can be a way to differentiate your store as well as profiting your bottom line. We hope you enjoy growing your pearl business! matt stuller, sr. CHAIRMAN & CEO CEO AND CHAIRMAN Matthew G. Stuller, Sr. president/coo Dr. Chuck Lein EXEC. VP, MERCHANDISING & Marketing Harold Dupuy, G.G. EXEC. director, marketing services Kerry Hand editor in chief Miriam Werquin stullerstandard@stuller.com staff contributing writers Keri Bolfer Lori Carter, Mgr. Leslie Dumatrait, D&G Asst. Marketing Manager Ramona Gautreaux, D&G Marketing Manager Steve MacDiarmid, PR/Trade Shows Director Gregg Todd, SLI Corporate Training Admin. 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 Claudia Rose Nancy Pier Sindt Deborah A. Yonick product management contributors Kathleen Blanchard, Diamond Fashion Trissy Boutin, Packaging & Display Nathan Button, Findings Chookie Diaz, Metal Fashion Dottie Lukaszeski, Metals Eleanor Lipps, G.G., Bridal James Louviere, Symbolic Mary Mouton, Mountings Denise Quebedeaux, Color Fashion Virginia Stuller, Stuller & Paspaley Jodi Venable, Tools Jim Wright, Tools editorial advisory board Joe Buttross, Exec VP, Diamonds & Gemstones Linus Cortez, EVP, Finance Bob Cox, EVP, Sales Jay Jackson, EVP, Logistics Jack McKay, EVP, IT Ray Weiland, EVP, Manufacturing 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, The Forevermark, SIGHTHOLDER, and DIAMOND TRADING COMPANY are used under license from the DTC (Diamond Trading Company) MARCH the stuller standard

6 C ATA L O G R E S O U R C E S Catalog Resources Findings Collection The Findings Collection for Jewelry Makers is your key to creating beautiful jewelry which expresses your vision and your customer s individuality. This bench top tool was created to help you find components quickly and easily. We understand that time is money in your shop. We want to help you maximize your working time, turn jobs faster and grow shop profits. Our well organized tool has grouped like products in a comparative, close proximity to one another for quick comparisons of styling and ease of decision making and ordering. This newest tool for your shop includes expanded product measurements to assist in buying decisions for key components and aid in matching compatible products. For the first time, we have called out some of our new and dynamic components, showed multiple views, offered tips and even shown in use suggestions on how to use these findings to create one-of-a-kind pieces. We hope that you find this Findings Collection for Jewelry Makers to be one of the best, most useful tools on your bench. Moissanite Catalog Selling Charles & Colvard Created Moissanite in your store has never been easier. Increase sales and profits of both loose jewels and finished jewelry with this unique opportunity. Created Moissanite jewelry in yellow gold is a wonderful selection for women in their 20s and 30s who are self-purchasers. Whether to celebrate a personal accomplishment, or just because, once she buys Moissanite from you she ll shop your store for more! states Vanessa Calais Jones, Moissanite Project Manager. She s young, successful, and enjoys shopping for herself. She s worked hard for her accomplishments, and wants to remember them with more than a pat on the back. Plus, she has the disposable income to do just that! Dazzling created Moissanite jewelry is just what she s looking for, so make sure you have it in your showcase when she walks in your door! To get your copy of the Findings Collection for Jewelry Makers, or the Moissanite Catalog, Vol. 63, call or visit our website at Meet us at the 2008 Jewelers Executive Conference! Learn new ways to help your business stand out from the competition You will have the opportunity to meet Claudia Zale, sales director for diamonds and gemstones, at the conference March Rick Segel, one of America s most respected marketing consultants, will deliver the keynote speech. Learn how to better compete in your market by sitting in on some of the seminars in the series called, Loupe Your Future. Luxury Customers: Retention & Acquisition given by Barbara Maland, director of training & product development for SA Gems. Online Success: Segel will help you explore putting your store online and/or use new technologies to make your e- commerce very special. Utilize You In Your Marketing: Amanda Gizzi, director of public relations for the Jewelry Information Center, will introduce unique resources to help you properly forecast trends. Purchasing Power-Buy It Right, Price It Right: David Peters, JA s director of education, will suggest fresh, new ways to understand your market. Employee Education: Coaching vs. Managing: Nick Faila, president of premier consulting innovations, explains why coaching places emphasis on employees and makes them partners in your planning. For more information about this conference in Overland Park, KS, log onto the conference website at or contact Sharon or Bill Blair at sjblair38@kc.rr.com or the stuller standard MARCH 2008

7 S T U L L E R N E W S The Stuller Pearl Story Explore our full range of loose cultured pearls, strands and finished jewelry Fashionably right, price point sensitive and available for next day shipment, the Stuller Cultured Pearl Collection is bigger and better than ever! In this challenging marketplace, responding to every customer s request can make the difference in achieving our mutual goals. With a newly expanded and enhanced Cultured Pearl Collection now in place, we are ready to partner with you to serve all your Cultured Pearl needs. In partnership with Paspaley, the pioneer of South Sea Cultured Pearl farming, Stuller was proud to participate in the launching of a new collection of top-quality South Sea Cultured Pearl strands and finished jewelry. South Sea Pearls are only available in limited supply and tend to price well above the average transaction. Limited supply of natural color Pearls required an exclusive, time-limited launch of this very special Collection. The initial launch has now been completed. As this product category has grown in importance and the needs of our clients have increased so substantially, we have responded to our client s requests for more than just South Sea Cultured Pearls. Our expertise at serving this specialized market identified us as an authoritative resource for providing Cultured Pearl strands and Finished Jewelry on demand. With attention to value and quality, we have expanded our Cultured Pearl Collection to include all of the most important types of Cultured Pearls: freshwater, Akoya, Tahitian and South Sea. We have it all! The Stuller Cultured Pearl Collection includes loose pearls and strands in all types. Finished Jewelry includes the fun, fashionable and affordable chocolate dyed pearls, long ropes of freshwater pearls in white, pastel and black, pearl earrings in classic stud style and in long, articulated drops. Classic Akoya strands are available on demand to provide the perfect wedding, anniversary, graduation, Mother s Day, heirloom purchase or just because sales opportunity. Tahitian Pearls in black, silver and grey are an important choice for the modern woman. With in-stock pearls from Circlé to Classic round, each pearl is hand selected for value and quality. Paspaley South Sea Cultured Pearls are in stock to fill loose, strand and finished jewelry requests. The stunning example of the Stuller Sea Sprite Collection is an excellent R41601P example of how this very special pearl can be combined with brilliant gemstones to achieve unique styling at accessible price points. View the complete collection of Finished Jewelry on or check out the latest edition of the Finished Jewelry Collection, Vol. 67, released Fall, For a listing of strands and loose pearls, check out the latest edition of the Diamond & Gemstone Book, Vol. 66, released fall, For pearl mountings and findings, check out the Findings Collection For Jewelry Makers, Vol. 57. To speak with a Pearl Specialist, please call , press 9, then 5601 to speak with Tammy Kelly or Ron Meyers Join Us at the Trade Shows March 1-3 Join us in Atlanta for the SJTA Show at the Cobb Galleria Center. Our booth numbers are , , MARCH 9-11 We ll be in New York at the Javits Convention Center for the JA Show. Please stop by our booth , APRIL 9-12 Our AGS members will meet other AGS members in Seattle for Conclave. APRIL Meet us at MJSA Expo in New York at the Javits Center, Booth , , APRIL Head to the Bench Jewelers Conference & Expo in Los Angeles. You will see us at Booth MAY 29-JUNE 3. See us in Las Vegas. We will be at the AGTA Gemfair May 29-June 2 at Booth in the Grand Ballroom of the Venetian Hotel, and also at JCK May 30-June 3 at the Sands Expo & Convention Center, Plumb Club Pavilion PC43, and ET&S Boths and Sign Up for Stuller Workshop Sign up now for our Annual Workshop at Corporate Headquarters in Lafayette, LA. Registration is $130 for the first attendee and $65 for each attendee thereafter. We ve assembled industry experts such as Jurgen Maerz, Sandor and Rouven Cser, Kamal Bounouara, Wyatt White, Anne Dale, Andy Macaulay, and members of our renowned Stuller manufacturing staff to perform bench demonstrations and present classroom seminars. Our goal is to help you obtain the most current information about the most recent techniques with the best tools, while they are being used. Plus you have a full day of educational seminars for store owners, managers and associates, to help your business run more smoothly and profitably! You will find a registration form included with this Stuller Standard, or you can go online to and fill out an electronic registration form. MARCH the stuller standard

8 W H AT S N E W Hand Woven Bands in New Qualities, Widths Your customers have been asking, and now we are offering you the option to order most of our hand woven wedding bands in a variety of 18kt and 14kt metal colors (white, rose and yellow) as well as in platinum. Most of these bands will also be available in an expanded range of widths to accommodate your customer s needs. Example: The (left) can be ordered in widths ranging from 7mm to 10 mm, in 18kt or 14kt in three karat golds colors: white, pink and yellow. It is also available in all platinum. These special orders deliver in approximately 8 weeks. Special orders are non-returnable. To place your special order, call What s New What s New Pretty Paisley The paisley design icon is popular in fabrics, in art and in jewelry. The motif has been incorporated into this pretty necklace and matching earrings, which is perfect for day or night, casual or dressy. See our vast selection of fashionable and affordable diamond set jewelry at and in the Finished Jewelry Collection, Vol. 67. Warm Vibrant Madeira Citrine New for 2008, this Madeira Citrine ensemble fits right in with the new Vibe color trend we spotlighted in our January Standard. This brand new, detailed nautical rope design jewelry is in stock now for overnight shipment. While we offer it complete with Madeira Citrine, we also offer it as semi-set. Your customer can wear it with the gemstone of their choice, set through Stuller Studio. You can see more trend-sensitive jewelry on our website at Diamond Necklace, 5/8 ct tw, 14kt white, 33 $1, Diamond Earrings, 3/4 ct tw, 14kt white, 33 $1,983 per pair the stuller standard MARCH 2008

9 W H AT S H O T Natural Pink & Yellow Diamonds Scintillating Pink and Yellow diamonds add distinction to designs, creating jewelry that is unique and fashionable. Round, brilliant-cut diamonds are available in sizes from 0.005ct to 0.15ct. You can choose from both colors. Untreated and stunning, ask your sales consultant for Natural Pink and Yellow Diamonds. Call your friendly account representative at or go to to order now. three variations in hue for What s Hot What s Hot Great Geometric Bands Great bands make great sales! And geometrics are very hot! Our bands are heavy in style, at terrific price points. You can view the whole selection of geometric bands in the Finished Jewelry Collection, Vol. 67. Many are customizable with gemstones of your choice through Stuller Studio. Call now to order Showing Off Your Threaders Long and lean is the look. Affordable fashion for everyone is the key. These heavy-on-style threaders give you great, lightweight movement. Fun, fashionable and affordable, they fit right in with casual wear. And, you can mix the pairs to make a real fashion statement Sapphire Anniversary Band, 14kt white, $ Diamond Anniversary Band, 5/8 ct tw, 14kt white, $1, Diamond and Sapphire Anniversary Band, 1/10 ct tw, 14kt white, $530 You can choose from more than 20 threader styles, available in the Finished Jewelry Collection, Vol. 67, or on our website at Threader Earrings, 45.75mm x 5.5mm, sterling silver, $38 per pair Threader Earrings, 50.5mm x 8mm, sterling silver, $38 per pair MARCH the stuller standard

10 A B O U T D I A M O N D S red box diamond moments Celebrate unforgettable moments with trust, confidence and security significant moments occur in everyone s life, from small, everyday blessings to occasions that are more monumental. Celebrating these unforgettable moments in life with the Trust, Confidence and Security of a Red Box Diamond is the focus of our Red Box Diamond Moments selling system (KIT:90212:T). This new system is designed to help you focus your loose diamond sales and marketing messages on your customer s personal story. Thus, allowing you to center the buying experience on the emotions of the special moment and the value-added benefits of the Red Box Diamond, not on the price. Your Red Box Diamond marketing package contains six select moments, which you can promote throughout the year. We have chosen these moments as they have emotional resonance to targeted audiences that will serve to bring in new business to your store. Happy Birthday Treasured birthdays are best remembered and rewarded with a gift of diamond jewelry. Celebrate significant birthdays throughout the year with the gift of Red Box Diamonds. This is the message of the birthday ad provided in your Red Box Diamond Moments kit. Anniversary Moment How does a man tell a woman he would do it all again after 20 years? A gift of diamond jewelry says it better than mere words. This is the message of the Red Box Diamond Anniversary Moment. Coming of Age Capturing the attention of the younger generation is a challenge many companies face. What has greater value than a gift of diamond jewelry? Especially as a gift from father to daughter, this Diamond Moment story asks the question Shouldn t her first diamond be from you? Whether it is a Quinceañera, Sweet 16 or gift upon graduation, this Diamond Moment has emotional appeal for parents of young women. True Luxuries Many female consumers desire attainable and aspirational luxury products as a way to reward themselves for their hard work. What better product to offer than diamond jewelry? And what diamonds can be better than Red Box Diamonds the diamonds that deliver trust, confidence and security. A Couple s Love Creative retailers need to find new and relevant ways to appeal to couples who are in loving, committed relationships. With this in mind, we have included an advertisement aimed at loving couples. Interpreted as an engagement ring ad, or an ad for a diamond fashion ring, earrings, or pendant, the ad has broad market appeal. Order your Red Box Diamond Moments marketing package and share the beauty of it all with your customers unforgettable Moments celebrated with the Trust, Confidence and Security of Red Box Diamonds. Call your sales consultant today and ask for KIT:90212:T, available for $ Birth of a Child In the life of a couple, no other event is more life changing than becoming a parent. Moreover, not since the diamond engagement ring became a cultural imperative has such an untapped market presented itself to the retail jeweler. Red Box Diamond Moments Red Box Diamonds Serial Shape Clarity Color Wgt. PRICE/CT % BACK RAP 92133** Square VS1 D 0.70 $2, % 52587** Square VS1 E 0.70 $2, % 75562** Square VS1 E 0.70 $2, % 92179** Square VS2 E 0.70 $2, % 84400** Square VVS2 G 0.70 $2, % 56461* Square VVS2 J 0.70 $1, % 45321* Square VS1 K 0.70 $1, % 92174** Square VS1 E 0.71 $2, % 84391** Square VVS2 F 0.71 $2, % 84384** Square VVS2 G 0.71 $2, % 84459** Square VVS2 G 0.71 $2, % 55675* Square VS1 K 0.71 $1, % 55676* Square VS1 K 0.71 $1, % * Square VVS2 H 0.72 $2, % 53372* Square VS1 K 0.73 $1, % 60161* Square VS1 K 0.74 $1, % 92408** Square VS1 D 1.00 $4, % ** Square VS1 E 1.00 $4, % 92415** Square VS1 E 1.01 $4, % ** Square VS2 E 1.01 $3, % Serial #s noted with * have Stuller grading report; those with ** have a GIA grading report. Pricing is jeweler cost. 10 the stuller standard MARCH 2008

11 A B O U T G E M S T O N E S s majestic. electric. smooth. The Story of Purple omewhere between the passion of red and the calmness Purple and the Personality of blue lies the mystery of purple. Magical, holy, What does purple say about your personality? Those with a sensuous, regal, nostalgic and decadent are all words passion for purple are creative and spiritually in-tune with life. As a used to describe purple. combination of red and blue, people who pick purple as their favorite The first famous purple was a deep shade of mediumdark red-violet known as Tyrian purple. Once reserved for the rich attracted to softer purples such as lilac and lavender describe can be balanced, yet exciting or steadfast, yet vivacious. Those and royal, leaders like Alexander the Great and Cleopatra wore this themselves as refined and romantic. Sell more color with the luxurious color. Gemstone Marketing Package, a 12-month, color-centric campaign. As well as being associated with royalty, purple calms the mind and Available for $64.95; ask your consultant for KIT:90217:T. eases the nerves. Vibrant shades of purple can inspire creativity and invigorate the spirit. Leonardo da Vinci believed that the power of meditation increased ten fold when performed in the light of purple stained glass. Purple in Fashion We see various shades of purple in current fashions. Vivid purples will have a significant presence in designs inspired by the 1970s and 80s, especially rich satins. Berry colors, always a fall favorite, will be popular in evening wear designs. Purple accessories add unexpected passion to 40s-inspired pencil skirts and tailored jackets making business apparel fun, fashionable and functional. Look for sand-washed purples as a complementary hue to earthy greens, browns and orange, as this pastel color brings sophistication to natural textures and patterns. Selling Purple Ring 7765 set with Tanzanite and diamonds; Amethyst and diamond Ring; and Pendant 1903 set with Amethyst (CH766 sold separately.) Prices of finished pieces varies with gem selection. South Sea Cultured Pearls Color is an important form of self-expression for today s fashion conscious consumers especially the female self-purchaser. These shoppers value the experience, and look for unique, customized products that reflect their lifestyle, personality and dreams. Stuller Studio helps you give your clients both color and customization, satisfying their demand for fine quality, fashion accessories. For consumers who want to express their royal nature, recommend the richness of gems such as Amethyst, Iolite and Tanzanite. Gems like pastel Purple Sapphire or Lavender Chalcedony offer shoppers comforting and romantic purple options. Purple is the featured color for March. Take advantage of specially-priced select Iolite as listed in your 2008 Diamond & Gemstone calendar. (If you do not have a calendar, ask your consultant to include one with your next order. Calendars are available at no charge while supplies last.) The iridescence of the South Sea Cultured Pearl is the ideal complement to purple jewelry. Flat button-shaped pearls are ideal for earrings as they give the look of a round pearl, and are more flattering on the ear. See the chart below for your flat button pearl opportunities. Flat Button South Sea Pearl Pairs Aprx. MM Size Fashion Fine Statement $165 pair $275 pair $315 pair $215 pair $355 pair $415 pair $245 pair $425 pair $505 pair $295 pair $525 pair $615 pair $355 pair $615 pair $715 pair $545 pair $975 pair $1,145 pair Prices listed are jeweler s cost in U.S. Dollars and are subject to change without notice, while supplies last. MARCH the stuller standard 11

12 D P S C O L U M N tdps diam nd facets The Ultimate Gift of Love In Any Climate here are effective strategies to maximize your diamond own magnetism. sales, whatever the economic climate may be. In Diamond jewelry booming economic times and even in downturns, has the unique power we ve learned from our research that some diamond to express feelings purchases cannot be postponed. These are the that lie too deep for heartfelt gifts of love from men to the women they words, creating an adore. Females may decide not to treat themselves to unforgettably romantic diamond jewelry when times get tough, but men will event just by being still give at key occasions. presented. When he Certainly the bridal market endures well in all economic gives diamond jewelry, environments, but bridal sales comprise only 23% of our market (i.e. a man becomes an diamond engagement rings and wedding bands). The vast majority eloquent hero without of diamond jewelry is acquired for nonbridal occasions; 79% of this jewelry is A woman s diamond even saying a word. received by women as a gift, so that is jewelry becomes a why we should all court male gift-givers natural extension of rather than female self-purchasers when herself an essential the economy softens. part of who she is. In a recent survey, 87% of Americans Women will actually stated that diamonds are a great way of return home in the celebrating an important occasion. Threequarters of women told us that diamonds forgotten their diamond morning if they ve are one of the most romantic things that your husband can ever give you. Key diamond gift occasions include birthdays, Christmas and anniversaries Do your sales associates know that almost 4 million women receive diamond jewelry for the anniversary occasion in a typical year? It s a motivating fact to pass on to customers. Even Mother s Day and Valentine s Day have become diamond occasions for some lucky women. That s why we will be timing our consumer advertising around important calendar events and aiming squarely at the male gift purchaser. You may be wondering what makes consumers consider diamond jewelry a necessity, rather than an extravagance. Perhaps it is the timeless mystique of diamonds, born within the earth at the beginning of time and discovered in the most remote, exotic places. Like no other object, diamonds send messages of love from a man to a woman, signaling their status to the world. The message might be that they are engaged, or celebrating, or simply that they are successful. Only a diamond validates identity and documents our significant moments, becoming an important part of the story of each woman s life. Each time she wears her diamond jewelry, it provides a rush of unique pleasure, enhancing her awareness of her Do your sales associates know that almost 4 million women receive diamond jewelry for the anniversary occasion in a typical year? ring, or risk feeling incomplete all day. This never happens with a designer handbag or a pair of shoes, no matter how expensive they may be. Understanding the dreams of the male gift-giver is your key to success in this economy. Your store should do everything possible to present diamond jewelry in a romantic, elegant context to fit the aspirations of your customers, who think of diamonds as the most emotional and significant gift of all. Editor s Note: This is part of a running series from Claudia Rose, Director of Industry Strategy, at the Diamond Promotion Service. The, The Forevermark, SIGHTHOLDER, and DIAMOND TRADING COMPANY are used under license from the DTC (Diamond Trading Company) 12 the stuller standard MARCH 2008

13 S T O R E S T R AT E G Y following a holiday season challenged by sagging housing prices, rising energy costs, and the threat of a recession that yielded mixed sales results for jewelers, 2008 is starting off with caution and apprehension. Yet in this highly competitive retail environment, it will be the retailers who innovate with products and services that will prevail. A product category that has all the right bells and whistles to distinguish fine jewelers from the pack of jewelry commodity retailers is cultured pearls. But because of the depth of variety and lack of standard 4C-type grading system, many retailers avoid carrying a product that could greatly enhance their profit margins and differentiate their business. Ironically, consumers like pearls and their enormous fashion connection. They just want to find a jeweler who can show and tell pearls in a way that will educate and excite them. Having fallen for pearls while in Japan, jeweler Susan Fotos opened Higashi Pearls & Fine Jewelry in Lemoyne, Pennsylvania seven years ago focused around this product. Pearls represent a significant part of her sales, in a business that caters to working professional women. My customers tell me they didn t know they wanted pearls until I showed up. Jewelers who commit shelf space and marketing dollars to cultured pearls are well positioned to realize strong sales. Not only do pearls offer great variety and diversity for jewelers to distinguish themselves, pearls provide greater mark-up flexibility, reminds Kathy Grenier, publicist for the Cultured Pearl Association of America (CPAA). Pearls also are fashion s favorite gem, appealing to a style-conscious audience ready to buy luxury goods that allow them to make a personal statement. Improve Pearl Selling Techniques While most consumers have a basic understanding of diamonds, few are aware of all the factors to consider when determining quality, price and value in pearls. Retailers must show and tell customers about differences in luster, surface, size, shape, and color and how these factors equate to value and price. store strategy Pearl Profits Have on hand a variety of pearl types and qualities to illustrate these points: High luster pearls show almost mirror-like reflections and good contrast between lighter and darker areas. Low luster pearls look milky or chalky and resemble a white bead more than a pearl. Nacre thickness contributes to a pearl s luster and surface. Thin-nacre pearls are low in luster and susceptible to surface flaws. Pearls lend themselves to visual examination, making it easy to see bumps, discoloration, chips, holes, pits, and dull spots. But slight imperfections can lower price without detracting from beauty. Shape is variable depending on pearl type and preference. Size makes a difference in terms of price, particularly over 7mm. (The larger the pearl, the more expensive it will be.) Color is subjective, but sales associates should encourage customers to play with pearls and place them against their skin to see which tones are most flattering. When helping a customer with a set budget, determine which criteria are most important. Shape and size may take a back seat to luster and surface. Pump Up Pearl Presentations A lack of space is no excuse for not carrying pearls. There are ways you can display many pearls in a limited area. Try a graduated neck form with tiers to fit four or five necklaces or grooved trays for as many as 10 rows of strands. These space savers are also sales tools that allow customers to see differences in quality, size, color, and shape. Consider at least one showcase devoted to pearls. How you arrange it can lend to the excitement it evokes. Group by species, peaking curiosity in pearl varieties; or mix and mingle exotic with classic. Keep enhancers and clasps close by and display several looks to demonstrate pearls adaptability. White or light gray is the best background color to show pearls. For lighting, think soft and white, harsh lights detract from the reflection pearls radiate. Often change the positioning and Profit Margin Breakdown Pearl Jewelry/Strands 14% (34-43% margin) 11% (44-47% margin) 5% unspecified 19% (48-52% margin) 18% (53-56% margin) display of your pearls and rotate the showcases they re in to maintain a fresh look. A huge pearl proponent, jeweler Eve Alfillé dedicated an entire room to pearls in her Evanston, IL gallery and studio. Known as the Pearl Lady her focus on pearls has since paid off. The more informed my customers became, the more empowered they were to buy pearls, she says. Jewelers who commit at least 10% to 15% of their inventory to pearls reap the benefits of increased sales. Customers want choices; and cultured pearls provide variety in types, sizes, shapes, and colors. Take stock in your pearl inventory and consider: What has sold well for you in the last year and what hasn t? What don t you have in stock that customers are asking for? Does your inventory reflect current trends on the market? What new products would entice your client base? For specific instructions about pearl care and cleaning, see the Master s Touch on page 5b of this Stuller Standard. Also, reference Stuller s product catalogues for further details about pearl types available in loose, strands, and finished jewelry. Visit for more information. By Deborah A. Yonick MARCH the stuller standard 13 5% (> 66% margin) 11% (60-66% margin) 2% unspecified 15% (57-59% margin) profit margins 48-66% profit margins over 66% profit margins 34-47% other profit margin Source: National Jeweler, Profit Margin Survey, July 2007

14 Find the Missing Pieces to Your Supply Puzzle FREE! Thinking Ahead Innovation Sessions Transforming Imagination: Cross- Industry Creativity Dave Olson, Roland ASD How to Unlock Your Potential in a High Velocity Economy Jim Carroll, Futurist, Trends, & Innovaton Expert The Five Faces of Genius Annette Moser-Wellman, FireMark Inc. Reliability Centered Maintenance: The Bottom Line David vanesselstyn, CACI International Discover how you can unlock your business s potential and ensure your ideas translate into profi ts. Don t Hide Your Innovation! Andrea Hill, Hill Management Consulting & Training April 13-15, 2008 Jacob K. Javits Convention Center, New York City For more information, call MJSA at , info@mjsa.org, or visit

15 jeweler s voice Stuller Workshop, Corporate Headquarters, March Get Your Reservations Now! Miss the workshop and you ll miss a great opportunity to rub elbows with the industry experts in making and marketing jewelry. Speakers such as Fernando Dasilva, Ben Bounouara and Matt Owens will give you new ways to bead, learn about the Sketch-to-Gold process and help you increase your store s profits using personalization. For full workshop information, or to register, see the enclosed registration form, register at or call , x I think for the independent jeweler this is an invaluable experience. You have an opportunity for classroom training about business and marketing experiences and so on. But you also have an opportunity to be able to work with tools to get that hands on, one-on-one feel... and to try before you buy. Theresa Shannon, Director of the MJSA Jewelry Academy the annual jewelers workshop Don t miss the bench demos jewelry showroom tools showroom educational seminars workshop specials refine your bench knowledge get a firsthand look

16 Celebrate Spring C B K A L D M N P E G H F J A Cubic Zirconia Butterfly Earrings, sterling silver, 8 $131 per pair F Genuine Swiss Blue Topaz, Citrine, Pink Tourmaline, Amethyst, Peridot & Diamond Ring,.04 ct tw, 14kt white, 77, 48, 83, 43, 61, 33 $838 G Genuine Carved Citrine & Diamond Ring, 11mm x 9mm,.06 ct tw, 14kt yellow, 48, 33 $728 M Genuine Turquoise Briolette & Diamond Earrings, 22mm x 8mm, 1 6 ct tw, 14kt white, 164, 33 $700 per pair Q S V U B. CH796 Glitter Omega Chain with Omega Clasp, 4mm, 14kt yellow, 17 $1,137 C Genuine Pink Sapphire & Diamond Brooch,.06 ct tw, 14kt white/rose-plated, 70, 33 $644 D Genuine Pink Sapphire & Diamond Earrings,.04 ct tw, 14kt white/rose-plated, 70, 33 $405 per pair E Genuine Swiss Blue Topaz, Citrine, Amethyst, Peridot & Diamond Ring,.025 ct tw, 14kt white, 77, 48, 43, 61, 33 $403 H Genuine Carved Honey Citrine & Diamond Ring, 11mm x 9mm,.06 ct tw, 14kt yellow, 126, 33 $635 J Genuine Swiss Blue Topaz, Citrine, Pink Tourmaline, Amethyst, Peridot & Diamond Earrings,.07 ct tw, 14kt white 77, 48, 83, 43, 61, 33 $1,162 per pair K Cubic Zirconia Butterfly Necklace with 18 Rolo Chain, sterling silver, 8 $110 L Cubic Zirconia Butterfly Ring, sterling silver, size 7 8 $90 N Genuine Swiss Blue Topaz, Citrine, Pink Tourmaline, Amethyst, Peridot & Diamond Necklace with 18 Rolo Chain,.06 ct tw, 14kt white, 77, 48, 83, 43, 61, 33 $820 P Genuine Pink Sapphire & Diamond Necklace with 18 Rolo Chain,.04 ct tw, 14kt white/rose-plated, 70, 33 $463 Q Genuine Pink Opal Briolette Earrings, 15mm x 6mm, 14kt yellow, 161 $204 per pair R. BRC180 Hinged Bangle Bracelet, 4mm, 14kt yellow, $302 (Also available in 14kt white) R S. BRC181 Hinged Bangle Bracelet, 4.75mm, 14kt white, $233 (Also available in 14kt yellow and 14kt red) T. BRC185 Hinged Bangle Bracelet, 6.5mm, 14kt yellow, $554 (Also available in 14kt white) U Genuine Carved Amethyst & Diamond Ring, 11mm x 9mm,.06 ct tw, 14kt white, 43, 33 $747 T V Genuine Swiss Blue Topaz, Citrine, Amethyst, Peridot & Diamond Ring,.025 ct tw, 14kt white, 77, 48, 43, 61, 33 $370 W. CH580 Satin Finish Fashion Chain with Link Clasp, 8mm, 14kt yellow, 17 $3,523 X W X. CH796 Glitter Omega Chain with Omega Clasp, 4mm, 14kt white, 17 $1,137 To order, call or go to

17 FA S H I O N The Expanding Universe of Pearls A Taste for Chocolate CHOCOLATE DREAMS LEVER BACK EARRINGS 66340; 72 PEARL STRAND COINS & SOME CHAIN PEACOCK COIN BRACELET 66363; ALSO AVAILABLE IN NECKLACE LENGTH PEARL DROPS WHITE PEARL EARRING JACKETS & PEACOCK COIN PEARL EARRINGS This year marks a pivotal one for Stuller and all of its customers, particularly in the category of Cnsectetuer cultured pearls. adipiscing We are elit. Pellentesque pleased to announce ornare dolor. the Vestibulum creation of ante the ipsum exclusive primis Stuller in Cultured faucibus orci Pearl luctus et collection ultrices posuere a full cubilia range of Curae; stylish Lorem jewelry ipsum at all dolor price sit levels amet, consectetuer that is now adipimentum. available to our Suspendisse full lorem customer libero, base. mollis This nec, new sollicitudin branded collection vel, vehicula is vitae, elit. Aliquam tempus. supported by our huge Suspendisse tincidarcu odio pearl inventory and imperdiet lacus, elobortis includes every type of metus lectunsea risus tortor, Cnsectetuer cultured pearl adipiscing from topof-the-line Paspaley ornare dolor. elit. Pellentesque Vestibulum South Sea ante cultured ipsum pearls primis to Tahitian in faucibus cultured orci pearls luctus et and ultrices Chinese posuere freshwaters cubilia Curae; in a huge Lorem assortment ipsum dolor of sit different amet, consectetuer sizes and adipimentum. shapes. Especially Suspendisse lorem notable libero, this mollis year nec, is the sollicitudin widening choice vel, vehicula of vitae, elit. Aliquam tempus. colors: the Collection Suspendisse tincidarcu odio marks the beginning of imperdiet lacus, elobortis metus Stuller s lectunsea inroads risus into tortor, the Cnsectetuer growing market adipiscing of elit. Pellentesque colored pearls. ornare On dolor. that Vestibulum note, and ante sure ipsum to satisfy primis any fashionable in faucibus orci woman s luctus et sweet ultrices tooth, posuere is the cubilia latest Curae; innovation, Lorem starring ipsum dolor the sit season s amet, consectetuer most-wanted adipimentum. item: chocolate Suspendisse pearls. lorem libero, mollis nec, sollicitudin vel, vehicula vitae, elit. Aliquam tempus. Suspendisse tincidarcu odio imperdiet lacus, elobortis By Nancy Pier Sindt The attractive enhanced chocolate color, which has been under development for several years, has been perfected to provide contemporary style and lasting beauty. New introductions include a multi-tone necklace, a coordinating bracelet and earrings, all with a soft chocolate glow that will enhance any complexion, any outfit. The showcase item in this collection is a 72-inch necklace of 8mm, near-round cultured freshwater pearls that can be worn in a variety of ways: as a long rope, twisted, knotted, wrapped or layered around the neck. Each necklace is unique because it is made from dozens of pearls in subtle tones that blend together beautifully. Best of all, the $265 suggested retail price makes it accessible to a wide range of female shoppers. Consumer studies have shown that female self-purchasers are a rapidly growing segment of the fine jewelry market and the two most important 18 the stuller standard MARCH 2008

18 FA S H I O N LASSO NECKLACE WITH PEARLS CH459 attributes of Cnsectetuer the jewelry adipiscing they buy are fashionability elit. and Pellentesque versatility. These ornare dolor. pearls have it Vestibulum all. The matching ante ipsum primis bracelet can be worn in faucibus orci with the necklace or luctus et ultrices alone and the playful posuere cubilia Curae; Lorem drop earrings ipsum dolor feature sit button-shaped amet, consectetuer chocolate adipimentum. pearls set Suspendisse in 14-karat lorem yellow libero, gold mollis nec, the perfect sollicitudin accents vel, for vehicula this season s vitae, romantic elit. Aliquam chiffon tempus. dresses Suspendisse and blouses. tincidarcu In odio imperdiet addition lacus, to elobortis the everexpanding lectunsea spectrum risus tortor, of metus Cnsectetuer color, another adipiscing unique elit. 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Suspendisse For a ring, go lorem for libero, the boldest mollis nec, size and sollicitudin shape vel, you vehicula can find and vitae, accent elit. Aliquam it with tempus. diamonds. Suspendisse Or, to capture tincidarcu spring s odio imperdiet whimsical, lacus, elobortis playful mood, metus choose lectunsea a necklace risus tortor, or Cnsectetuer adipiscing elit. bracelet enhanced with Pellentesque ornare dolor. dozens of tiny pearl Vestibulum ante ipsum primis drops in faucibus that bounce orci luctus and et ultrices shimmer posuere with cubilia the Curae; Lorem ipsum dolor sit amet, consectetuer Cnsectetuer wearer s adipiscing every motion. elit. Pellentesque The Stuller ornare Cultured dolor. Pearl Vestibulum Collection ante offers ipsum its primis customers in faucibus a orci step luctus forward et ultrices from the posuere traditional cubilia pearl Curae; jewelry, Lorem as ipsum well dolor as sit amet, aspirational consectetuer styles for adipimentum. Suspendisse fashionable women. lorem libero, mollis nec, Other pieces in the sollicitudin vel, vehicula collection include a vitae, elit. Aliquam tempus. Suspendisse casually tincidarcu luxurious odio imperdiet combination lacus, elobortis of coinshaped lectunsea pearls risus with tortor, metus Cnsectetuer sterling adipiscing silver. A necklace elit. Pellentesque and bracelet ornare feature dolor. Vestibulum silver chains ante ipsum with stations primis of in white faucibus or peacockcolored posuere coin cubilia pearls. orci luctus et ultrices Curae; Versatility Lorem ipsum is a key dolor design sit amet, element consectetuer in this group as adipimentum. Suspendisse well: the necklace can be lorem libero, mollis nec, worn as-is or extended sollicitudin vel, vehicula vitae, by elit. attaching Aliquam tempus. the Suspendisse matching tincidarcu bracelet, odio which imperdiet features lacus, a speciallydesigned lectunsea clasp. risus tortor, Playful elobortis metus Cnsectetuer drop earrings adipiscing complete elit. Pellentesque the ensemble. ornare dolor. Best of all, Vestibulum the entire ante group ipsum retails for primis around in faucibus $100. orci Take luctus et ultrices advantage posuere of cubilia the fashion Curae; power Lorem and ipsum variety dolor sit amet, consectetuer provided by Stuller adipimentum. Suspendisse Cultured Pearls to give lorem libero, mollis nec, your customers exciting sollicitudin vel, vehicula vitae, products elit. Aliquam at moderate tempus. Suspendisse prices tincidarcu or choose odio from imperdiet hundreds lacus, of elobortis loose pearls, metus strands, lectunsea clasps, risus tortor, Cnsectetuer mountings adipiscing and findings elit. Pellentesque to create ornare your dolor. own Vestibulum unique ante pearl ipsum jewelry primis collection. in faucibus Rely orci on luctus Stuller, et ultrices your authoritative posuere cubilia Curae; resource Lorem ipsum for pearls. dolor sit amet, consectetuer adipimentum. Suspendisse lorem libero, mollis nec, sollicitudin vel, vehicula tibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Lorem ipsum dolor VINTAGE-STYLE BRACELET WITH TOGGLE Caption here. ALL CAPS SECOND AND THIRD LINE FLOWER BROOCH WITH PEARL SOUTH SEA CULTURED PEARLS EARRINGS Caption here. ALL CAPS SECOND AND THIRD LINE STYLISH PEARL EARRINGS TAHITIAN CULTURED PEARL EARRINGS & FRESHWATER PEARL EARRINGS MARCH the stuller standard 19

19 Springtime Fresh A B C F E D G K H J L A Gold Fashion Butterfly Brooch, 35mm x 43.5mm, 14kt yellow, $773 B Gold Fashion Flower Dangle Earrings, 15.25mm x 13mm, 14kt two-tone, $394 per pair C Diamond Brooch, ½ ct tw, 14kt white, 33 $1,981 D Diamond Pendant,.025 ct tw, 14kt white, 33 $220 (Shown with CH164, sold separately) E Diamond Pendant,.05 ct tw, 14kt white, 33 $254 (Shown with CH164, sold separately) M F Diamond Heart Pendant,.05 ct tw, 14kt white, 33 $282 (Shown with CH164, sold separately) G Gold Fashion Flower Ring, 18mm, 14kt two-tone, $589

20 N P Q T S R W U V X H Gold Fashion Electroform Flower Earrings, 24mm x 23.5mm, 14kt yellow, $360 per pair J Carnelian Shell Cameo Flower Brooch/Pendant, 32.5mm x 25.5mm, 14kt yellow, 133 $297 (Shown with CH164, sold separately) K. CH838 Fancy Link Chain with Lobster Clasp, 11.25mm, sterling silver, 7½ $88, 18 $173 L Oval Pink Tourmaline M Oval Green Tourmaline N Gold Fashion Electroform Hummingbird Earrings, 20.75mm x 15.5mm, 14kt yellow, $249 per pair P Gold Fashion Electroform Hummingbird Pendant, 21mm x 16.5mm, 14kt yellow, $112 (Shown with CH12, sold separately) Q Gold Fashion Butterfly Pendant, 26.5mm x 26.75mm, 14kt yellow, $611 (Shown with CH737, sold separately) R Gold Fashion Pendant, 40.25mm x 26mm, 14kt yellow, $800 (No bail, cow hitch assembly. Shown with CH766, sold separately) S Design Wedding Band, 9mm, 14kt yellow, size 7 $1,285 (Also available in 14kt white, and in sizes 6 and 8) To order, call or go to T Design Wedding Band, Y 8.25mm, 14kt yellow, size 7 $1,085 (Also available in 14kt white, and in sizes 6 and 8) U Gold Fashion Electroform Flower Pendant Slide, 23.25mm x 22.75mm, 14kt yellow, $164 (Shown with CH765, sold separately) V Oval Spessartite Garnet W Oval Paraiba Tourmaline X Oval Purple Spinel Y Carnelian Shell Cameo Flower Earrings, 18.5mm x 14.1mm, 14kt yellow, 133 $311 per pair

21 S T U L L E R S T U D I O South Sea Cultured Pearl Multi-stone Pendant (66174) South Sea Cultured Pearl Multi-stone Earrings (66175) Excellent Quality. Diverse Styling. Stuller Studio provides a strategic solution for increasing your sales and customer satisfaction. W. Derek Engberg with Blaze Diamonds in Little Rock, AR agrees: Stuller Studio allows us the freedom to focus on our core operations: selling diamonds and cultivating client relationships/crm. Stuller Studio is a force multiplier allowing our company strengths to perform at a level not previously possible. It is a symbiotic relationship where our key employees can now direct their energy on future sales; without having to expend time, energy, manpower and limited resources in managing details which Stuller can expertly handle in parallel operations. Stuller Studio Stuller Studio always comes through for us. Their dedication makes our clients a customer for life ensuring even more sales in the future. Their customer service, hard work and great attitude keeps bringing them back...and happy clients always return with their friends. The bottom line? Because of our strategic partnership with Stuller, our revenue cycle has dramatically improved allowing our profits and client base to double. This has made it possible for us to support missionaries on five continents. It s smart business. R5020 Celebrate Confirmation & First Communion! Milestones are significant at any age, but especially for the young, and most especially when the celebration is religious, like First Communion or Confirmation. These wonderful events, as a matter of fact, help to create R5023 the second selling season, as Spring and Easter time is now affectionately known, especially in the religious marketplace. All you have to do is keep a few specifically religious items -- like these popular medals in stock, and your customers will take note and choose you to be a part of their family and spiritual celebrations. Stuller s selection of Crosses, Crucifixes, Medals, and Stars of David is unmatched just check out our Vol. 62 Religious and Family Jewelry Catalog, or go to Stuller.com and search first communion, confirmation, medals, crucifixes, etc. R5055 Rest assured, we have whatever symbol of devotion for which they are looking, and we can have it in your hands the very next day, so you can help your customer make a memory that lasts forever. Mountings: Pricing is suggested retail in U.S. Dollars at a $850 gold market; $1,500 platinum, subject to change without notice. Sold by DWT, plus labor and invoiced by exact DWT shipped, blank, without stones. Most items available set Stuller Studio with your choice of stones from our exclusive inventory within five days and are non returnable, non cancelable. Photography: Most products enlarged to show beauty of detail. Finished Jewelry: Pricing is suggested retail in U.S. Dollars at a $850 gold market; $1,500 platinum, subject to change without notice. Sold by piece, not weight, with stones featured. Product stone code descriptions can be found on pages of The Finished Jewelry Collection, Vol. 67. Many styles exclusive copyright of Stuller, Inc. and strictly enforced. If you have not yet received your Vol. 67 copy, please call us at the stuller standard MARCH 2008

22 Become a Moissanite Expert NEW 3-prong Earrings at Great NEW Prices Includes Sales Training DVD and Promotional Display Material by Charles & Colvard New Cocktail-Style Earring Selling Systems will help you increase your sales in this exciting, high-profit jewelry category. Get your share of the burgeoning Moissanite business with these 3-pair and 4-pair earring display props, available in white and yellow gold. Replenishment orders shipped overnight. KIT:90218:T 3-pair Assortment of Cocktail-style 3-prong Earrings, ½ ct tw to 2 ct tw (diamond equivalent), 14kt white, sales training DVD and promotional display material, $3,129 KIT:90219:T 3-pair Assortment, 14kt yellow, $3,129 KIT:90220:T 4-pair Assortment of Cocktail-style 3-prong Earrings, ½ ct tw to 2 ct tw (diamond equivalent), 14kt white, sales training DVD and promotional display material, $4,596 KIT:90221:T 4-pair Assortment, 14kt yellow, $4,596 Visit to view the complete Moissanite Fashion Collection. To order call or go to