March Courting Diamond Jewelry s Heavy Owners. Leadership Changes: Lein Retires, Jackson named COO Sign up now for March Workshop

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1 March 2009 Courting Diamond Jewelry s Heavy Owners Leadership Changes: Lein Retires, Jackson named COO Sign up now for March Workshop

2 Items 61226, 61378, 66766, and from $749 MSRP Say Yes to Fashion... Stuller gives you more ways to say Yes to your customer. From new styling and timesaving techniques to value-added services and innovative selling tools, we always strive to supply exactly what you need to meet the demands of a changing industry. Say Yes with Stuller s customized solutions, alternative choices, and 24/7 availability on stuller.com. Stuller. The beauty of it all.

3 C O N T E N T S contents M A R C H I s s u e # Stuller & Industry News 6 catalog resources the tools you need trade shows where we ll be 7 leadership changes Lein retires; Jackson promoted 7 stuller workshop still time to sign up 8 what s new ion-plated jewelry 9 what s hot black & white jewelry features 16 Bold Wedding Gifts for Him 10 stuller diamonds 40 years of dependability 11 got the blues? get them all 13 print on demand repair services 15 customer testimonial easy to use the website trends & fashion 18 spring tiptoes in selections in blue & green 20 light & fresh styles from nature & beyond 23 stuller overstock hot, one-of-a-kind pieces at the bench 3b watches for mom her time is May 10 3b ask the stuller expert soldering 950 palladium 5b get a closer look lightweight triplets 6b soldering tips techline shares secrets 8b want discounted metals? join the club On our cover: Earrings (mounting 84443) & Ring (mounting 71436) 9b Eye Candy for Your Spring Showcases MARCH 2009 stuller.com your resource 24/7 for everything you need to run a successful business! the stuller standard

4 what s new on the web New navigation feature makes it easier to shop for diamonds. Shop by color, shape, size or any combination to fit your needs. Search based on all your diamond needs Red Box Diamond Navigation Easy Melee Diamond Navigation Complete pricing and availability just a click away

5 E D I T O R I A L notes from Matt w e v e a l l h e a r d t h at knowledge is power. It contributes to our ability to understand, nurture and potentially grow our businesses. And since funding isn t always a surplus, we create and develop strategic tactics to draw in customers and leave a lasting impression of exceptional service and quality in their minds. The knowledge of our craft is what enables us to impact this industry and helps us differentiate ourselves uniquely from other luxury items. Our annual workshop, March 27 29, provides the perfect opportunity to expand your knowledge of our industry. product demonstrations such as stringing techniques, engraving and stone setting, performed by our own industry experts. website demonstrations to help you become both more efficient and more profitable. working, knowledgeable advice on how to make repairs profitable in your store, presented by industry guru and author, David Geller. You also have the option to enjoy a variety of educational seminars such as Creating a Visual Sales Experience and Diamond Grading 101. In addition to educational demonstrations and seminars, you can optimize your purchasing power with special workshop buying opportunities. This event will surely educate and interest both bench jewelers and store owners. Let us help you increase your industry knowledge and provide more ways for you to say yes to your customers! matthew g. stuller, sr. CHAIRMAN & CEO president, CEO AND CHAIRMAN Matthew G. Stuller, Sr. chief operating officer Jay Jackson EXEC. VP, MERCHANDISING & Marketing Harold Dupuy, G.G. EXEC. director, marketing services Kerry Hand editor in chief Miriam Werquin stullerstandard@stuller.com staff contributing writers Keri Barousse Lori Carter, Mgr. Leslie Dumatrait, D&G Asst. Marketing Manager Ramona Gautreaux, D&G Marketing Director Randi LeBlanc, PR design Jacqui Cheramie, Director Susan Kiefer 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 John Rowland Noelle White 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 Jenny Luker Claudia Rose Nancy Pier Sindt product management contributors Kathleen Blanchard, Diamond Fashion Nathan Button, Findings Chookie Diaz, Metal Fashion Vanessa Calais Jones, Moissanite Finished Jewelry Dottie Lukaszeski, Metals Eleanor Lipps, G.G., Bridal James Louviere, Symbolic Mary Mouton, Mountings Denise Quebedeaux, Color Fashion Troy Racca, Tools Sandi Segura, Packaging & Display Virginia Stuller, Stuller Pearls Kelly Tauzin, Gemstones Jim Wright, Findings Jodi Venable, Tools Xathena Carter, Diamonds editorial advisory board Linus Cortez, EVP, Finance Bob Cox, EVP, Sales Chuck Bowman, BVP, Mountings Elizabeth Brehmer, BVP, Findings Michael Clarke, BVP, Finished Jewelry Joe Orlando, BVP, Gemstones J.P. Walrond, BVP, Bridal Jewelry Darrell Warren, BVP, Tools & Supplies/Metals Stanley Zale, BVP, Diamonds 2009, Stuller, Inc. All rights reserved. MARCH 2009 Stuller, Inc. is a Diamond Trading Company (DTC) Sightholder. the stuller standard

6 C ATA L O G R E S O U R C E S Stuller s Full Complement of Resources Supporting every aspect of your business In financially challenging times, it s best to know about every product and program your supplier offers. Make sure you have every Stuller product and service at your fingertips. Each of the resources shown here has a wealth of knowledge for your retail counter and for your bench, in addition to vast selections of product styles and qualities. Now, more than ever, make sure you have everything you need to run your store profitably. If you are missing some of these catalog resources, ask your sales consultant to add the missing volumes to your next Stuller order. Stuller tools 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. March 8 10, MJSA New York Javits Convention Center Booth TBA Catalog Resources Catalog Resources See Us at These Tradeshows This Year April 27 30, Bench Jewelers Conf. & Expo Millennium Hotel St. Louis July 26 29, JA New York - Summer Jacob K. Javits Convention Center Crystal Palace March STULLER WORKSHOP Lafayette, LA April 1 4, AGS Conclave (Members Only) Hyatt Regency Chicago, IL April 19 21, Instore Navy Pier Chicago, IL Booth 1400,1402,1404, ,1503,1505,1507 May 30 June 2, AGTA GemFair Las Vegas Grand Ballroom, Venetian Hotel Booth May 30 June 2, JCK Las Vegas Sands Expo & Convention Center Plumb Club Pavilion, Level 2, Booth PC 43 Booth Tools; Booth Packaging July 15 16, National Pawnbrokers Bally s Las Vegas Las Vegas, NV Booth TBA August 1 4 RJO Buying Show Kentucky Booth TBA August 4 7, CMN Somerset, NJ Garden State Exhibit Center Booth TBA August 12 14, SJTA Atlanta Cobb Galleria Centre Booth , , , the stuller standard MARCH 2009

7 S T U L L E R N E W S Stuller President/COO Retired As Planned at End of January Matt Stuller assumes role of president temporarily; Jay Jackson named COO Dr. Charles D. Chuck Lein (67), President and Chief Operating Officer (COO), retired January 31, Chuck has led us through 15 years of impressive growth and literally hundreds of major Dr. Chuck Lein Matt Stuller accomplishments, including our selection as a DTC Sightholder in 2005 followed by our sight renewal in 2007, Matthew Stuller, Chief Executive Officer (CEO) and Founder says. During Chuck s time with us, he has become a very dear friend and has provided professional leadership based on his integrity, talent, energy and passion for excellence. According to Stuller, the company s executive management team restructured Dr. Lein s function into two separate positions. On February 1, Jay Jackson, Stuller s current executive vice president of supply chain, assumed the role of COO, and Matthew Stuller temporarily assumed the role of president. We employed a leading national executive search firm to find a suitable replacement for Chuck; and, as we began assessing candidates, two things became very evident, Stuller says. We need a COO who can roll-up his sleeves and dig into the day-to-day functions of our operation, without the added responsibility of president. And, we found no one better suited to lead Stuller s operations than our very own Jay Jackson. Jackson has more than 13 years of executive level experience managing Stuller s sales, supply chain and Jay Jackson manufacturing operations. Initially hired as vice president of sales, he quickly moved into the management of Stuller s logistics and supply chain operations. In 2008, all manufacturing operations, domestic and international, were added to his list of responsibilities, which included: Inventory Management: procurement of raw materials, vendor management, forecasting, replenishment and production control Warehousing: storage of Stuller s, as well as, third party inventory Product Fulfillment: picking, packing and shipping up to 100,000 lines of jewelry product within a four-hour, daily window Transportation: carrier management air and ground, including international freight and customs issues Stuller s most recent manufacturing enhancement, under Jackson s guidance was the reduction of lead times required to ship custom orders from three weeks to two days, which enhanced our just-intime delivery initiatives. Jackson is an active member of the Department of Commerce, District Export Council in New Orleans; chairman of the Strategic Planning Committee of the mechanical engineering department at the University of Louisiana at Lafayette; and local chairman of the Duke University Alumni Admissions Advisory Committee. He holds a BA in Economics from Duke University and an MBA from Northern Illinois University. His experience prior to 1996 includes 30 years at Sears, the international retail giant based in Chicago, IL. During the majority of his time there, Jackson was devoted to the Product Services division, where he served as national parts sales manager as well as regional manager. With this transition in key leadership roles, we are positioned to maintain our aggressive growth strategies, says Stuller. We will always be the fastest, most reliable supplier of high-quality, value-added products and business solutions for the jewelry industry. Stuller Workshop March Have you made your plans yet for the Stuller workshop? If not, this is a great time to pull out the registration sheet that came with this month s Stuller Standard, fill it out and fax it in. At $130 for the first attendee, $100 for the second; and $70 for each additional attendee, it s a real bargain for an educational weekend. You ll have an opportunity to see a wide range of the equipment and products we sell in use, you can ask questions and get them answered by experts, and you can attend educational seminars that will do wonders for the front of your store. For more information, refer to the enclosed registration form, or go to MARCH the stuller standard 7

8 W H AT S N E W First Communion; Confirmation R5045 Nothing commemorates spiritual milestones like a piece of jewelry. will be glad that you are their preferred provider. After all, it s And pendants, specifically not just about making a sale but medals, are unquestionably the making a memory that will forever gift of choice. About 90% of First associate your store with these Communions and Confirmations important family celebrations. To across America are celebrated see our extensive collection, just in March, April and May, which visit stuller.com and search First means that moms, dads, aunts, Communion or Confirmation. uncles, godparents and well- Or, see pages 179 to 181 of the wishers of every sort will love Religious and Family Catalog, R5055 R16342 to know that you have these special keepsakes. And, you Vol. 62. R5055 Round First Holy Communion Medal, 15mm, sterling silver, $47. R5045 Round Confirmation Medal, 18mm, sterling silver, $50. R16496 R16342 Round Holy Communion Medal, 15mm, 14kt yellow, $137. R16496 Confirmation Medal, 20mm x 18.5mm, 14kt yellow, $170. What s New What s Hot Innovation Meets Style New at Stuller a trendy combination of steel and ion plating. These gents pieces marry innovation and design at accessible price points. These pieces were created through Ion Plating (IP), an advanced surface finishing technique that involves the transformation of coating material into ion form by evaporation and sputtering. Ion plating has tested to be five to eight times more durable than traditional plating. Some benefits of the process include: Wear and abrasion resistance Brilliant and reflective surface Environmentally-friendly, safe and nickel-free See these items and more on our website, or call one of our friendly sales representatives at Black Ion-Plated Cuff Links with yellow ion plating,19.5mm x 12mm, stainless steel, $114 per pair. R42166 Black Ion-Plated Cable Cross with yellow ion plating and chain, stainless steel, $240. BRC398 Black Ion-Plated Cable Bracelet with yellow ion plating, stainless steel, 8 1 /2 $144. the stuller standard MARCH 2009

9 W H AT S H O T Faceted slinky Color Duo Matches her every Whim springtime Brilliance in Moissanite Bold, dynamic color statements are IN for spring fashion. From the runways to the office, mix and match colors add flavor to your basic clothing style. This ensemble has it all: style, value and size. Get it now by calling Genuine Peridot, swiss Blue topaz and diamond Pendant, 8mm x 6mm, 10mm x 7mm,.02 ct tw, 14kt yellow, 61, 77, 33 $364. (shown with Ch617, sold separately.) Genuine Peridot, swiss Blue topaz and diamond earrings, 7mm x 5mm, 9mm x 6mm,.04 ct tw, 14kt yellow, 61, 77, 33 $528 per pair. Shine bright this spring with this radiant pendant and earring duo. Take a walk through the park and turn every head along the way! Floral picks are part of the currently trending style we call Timbuktu, profiled in the February Stuller Standard. Created Moissanite is styled right for today s self-purchaser. Get these and other springtime products in your showcase from stuller.com or by calling Created Moissanite Flower ring, 1 3 /4 ct tw, 14kt white, 1 $1, Created Moissanite Flower earrings, 1 3 /4 ct tw, 14kt white, 1 $1,570 per pair. * Diamond Equivalent Weight What s new What s hot hot New styling in aquamarine The gemstone s color is very Spring 09 appropriate and the stone s longtime association with March puts it in even higher demand this season. Black & White diamonds; so Cool, They re Hot This popular textured-finish earring and ring ensemble (Bracelet also available, not shown.) is embellished with a stylish paisley design and set with affordable white and black diamonds. Set in sterling silver with 14kt white accents, this price-point accessible accessory is great with jeans or that little black dress! Call to order. You can meet the demand in your store by ordering from stuller.com Genuine aquamarine earrings, 6mm,.02 ct tw, 14kt white, 45, 33 $472 per pair Genuine aquamarine and diamond ring, 7mm,.02 ct tw, 14kt white, 45, 33 $ Black and White diamond earrings, 1 /3 ct tw, sterling silver/14kt white, 184, 33 $571 per pair Black and White diamond ring, 1 /4 ct tw, sterling silver/14kt white, 184, 33 $471. MarCh the stuller standard 9

10 A B O U T D I A M O N D S you can count on Stuller dependability It s so easy to say yes to selection, service, quality & consistency dependability, a word that is so important in today s volatile business environment. Here at Stuller, it is much more than a word. It has been our mission to be your most dependable source for nearly 40 years; to be here when you need us and supply you with the materials you depend on to make your business successful. If you are in the fine jewelry business, you will need diamonds. Whether it is one diamond or one thousand, there is no better source to meet all of your needs than Stuller. With our unsurpassed selection and depth of inventory, we make it easy for you to do business with us. Our selection of loose diamonds gives you the products you need delivered with the speed, accuracy and level of service you have come to depend upon. By using Stuller as your just-in-time diamond supplier, you minimize your inventory investment, which means you make more money. Say Yes to purchasing diamonds from us and rest assured that you can count on Stuller dependability. We are here for you today; we will be here for you tomorrow! Red Box Diamonds GIA Triple Excellent-MSRP below $3,600 net Serial Shape Clarity Color Wgt. dimension sugg ret/ct NET PRICE/CT Round VS2 F $6,120 $2, Round VS2 F $6,120 $2, Round SI1 D $5,505 $2, Round SI1 G $5,355 $2, Round SI2 F $4,845 $2, Round SI2 G $4,590 $1, Round SI2 G $4,590 $1, Round VS1 D $7,200 $2, Round VS1 G $7,140 $3, Round VS2 F $6,120 $2, Round VS2 F $6,630 $2, Round VS2 F $6,885 $2, Round VS2 F $6,885 $2, Round SI2 E $6,195 $3, Round SI2 F $6,000 $3, Round SI2 G $5,610 $2, Round SI2 G $5,610 $2, Round SI2 G $5,610 $3, Round VS1 E $7,425 $3, Reports: All diamond reports in March are GIA. Pricing is Suggested Retail and subject to change without notice. Information on availability and pricing is valid as of 12/26/08. If a diamond listed is no longer available, please visit com or contact your Diamond Sales Specialist at , and press 5. s fancy melee diamonds tuller is your source for fancy shape d i a m o n d melee. These unique diamonds will inspire your imagination and lead you to new and exciting diamond designs! Calibrated Diamonds (G-I Color; VS) Shape Apx. Sz/Ct Avg. Wt. Apx. Sz/mm Sugg Retail Price/ct Asscher n/a $2,550 Asscher n/a $2,790 Asscher n/a $3,000 Asscher.15 ct $3,390 Asscher.20 ct $3,690 Asscher.25 ct $4,050 Asscher.33 ct $4,770 Cushion.15 ct $3,390 Cushion.20 ct $3,690 Cushion.25 ct $4,050 Cushion.33 ct $4,770 Radiant n/a.10 3 x 2.4 $3,000 Radiant.15 ct x 2.8 $3,390 Radiant.20 ct x 3 $3,690 Radiant.25 ct x 3.5 $4,050 Radiant.33 ct x 3.6 $4,770 Pricing is Suggested Retail and subject to change without notice. 10 the stuller standard MARCH 2009

11 which fashions will feature blue in the year ahead? Blue is a natural choice for fashions with a marine motif and apparel whose textures and patterns are inspired by exotic destinations. Tropical blue gems that complement these fashions include Lapis, Ceylon Blue Sapphire, London Blue Topaz and Glacier Blue Diffused Topaz, as well as Blue Paraiba-like Tourmaline from Mozambique. As consumers tune into optimistic times in history, we see fashions inspired by the 1940s and 50s silver screen. Classic jewelry styles featuring confectionary hues of Ice Blue and Green-Blue are sweet complements to retro fashions. Aquamarine, Green Paraiba-like Tourmaline from Mozambique, Sky Blue Topaz and Paradise Blue Diffused Topaz are some charming gems for fashions that bespeak femininity. On the darker side of fashion, we see styles inspired by the mystical and the mysterious. Such fashions feature hues like Slate Blue and Deep Navy and draw in elements of Art Nouveau and Victorian architecture. Tell your customers about gems like Blue Sapphire, Iolite and Tanzanite to accent phantasmagorical fashions. A B O U T G E M S T O N E S Express yourself with exotic blue gems. Select from our collection of finished jewelry or create your own style. You can purchase this ring mounting unset and choose your own gem. We ll even set it for you through Stuller Studio. Shown above: kt white, Ring Mounting, shown with a genuine 7mm x 5mm Swiss Blue Topaz, msrp $945; unset mounting $420 (Loose Gems 7mm x 5mm) Genuine Iolite, AA, $80.64 each Genuine Blue Sapphire, AA, $2,808 each* Genuine Aquamarine, AAA, $ each Genuine Glacier Blue Diffused Topaz, AA, $32.40 each Genuine Tanzanite, AAA, $1,753 each * (* Items are sold by the carat. You will be charged for the actual weight of the gem purchased.) amazing aquamarine A Favorite of Blue Lovers imagine a dip in a crystal blue mountain lake the morning air crisp and expectant, the sky soaring high and cloudless overhead. This is the unique refreshment of Aquamarine. Take advantage of our Aquamarine special during March. Save 15% on all in-stock, calibrated Aquamarine (excludes Black Box Gemstones ). The name means ocean water, and tales of Aquamarine date back to ancient seafaring days. Sailors of old believed that these glittering, watery gems came from the treasure chests of mermaids. Perhaps, it s no wonder that Aquamarine is said to bring luck to all who sail the seas. Afghanistan, Africa, China, India, Pakistan, Russia and South America are all global sources for Aquamarine with South America being our primary source. The timeless beauty of this gem makes it a fashionable choice not only for those born in March but also for lovers of blue. Be sure to suggest this blue beryl to customers who desire a cool escape from their daily routine. blue in 2009 A look ahead Black Box Gemstones Serial Shape description clarity (ENH. CODE) Wgt. sugg ret/ct * AC Aquamarine ECLN (H) 3.54 $ * AC Aquamarine ECLN (H) 5.12 $ * EC Aquamarine ECLN (H) 5.21 $1, * MS Aquamarine ECLN (H) 3.74 $ * OV Aquamarine ECLN (H) 2.90 $ * OV Aquamarine ECLN (H) 3.11 $ * RD Aquamarine ECLN (H) 4.91 $ * SQ Aquamarine SLYI (H) 2.62 $1, *** AC Blue Sapphire ECLN (N) 1.96 $4, *** AC Blue Sapphire ECLN (N) 2.77 $4, * EC Blue Sapphire ECLN (H) 2.70 $3, * OV Blue Sapphire ECLN (H) 2.63 $2, ** OV Blue Sapphire ECLN (N) 2.10 $1, * RD Blue Sapphire ECLN (N) 2.37 $3, * SQ Blue Sapphire ECLN (H) 2.07 $2, * AC Blue Tourmaline ECLN (N) 6.89 $2, * EC Blue Tourmaline ECLN (N) 3.67 $ * EC Blue Tourmaline ECLN (N) 8.54 $2, * OV Blue Tourmaline ECLN (H) 2.16 $1, * OV Blue Tourmaline ECLN (H) 2.21 $1,200 Reports: *Stuller, **GIA, ***GRS. ECLN (eyeclean); SLYI (slightly included); MODI (moderately included); HVYI (heavily included); DCLS (déclassé). Enhancement Code: N (natural); H (heated). Pricing is Suggested Retail and subject to change without notice. MARCH the stuller standard 11

12 D P S C O L U M N t DPS diam nd facets Which consumers should you court? he essence of great marketing is choosing the right audience. call. Whatever it takes to develop relationships with Heavy Owners When you identify which customers are most valuable to will help build your business. Many Heavy Owners have told us that your business, you can present the optimal products and they buy diamond jewelry at a number of stores because and do not services to meet their needs. And, you can dedicate your have a significant relationship with any of them. On the other hand, communications to reaching them. In this challenging customers who feel that they are important and special to you will come economy, successful retailing depends on excellent consumer back often, not because you give the best deals but because you truly targeting. But, how should you decide which consumers to court? understand them and care about meeting their needs. If your consumer files are slim, start building them now with your What the research says bridal customers. Establishing strong bonds with engagement ring Our research provides crucial lessons in consumer targeting. We ve customers can create the core of your future Heavy Owner group. We learned that the best audience in any economy is the group we call were dismayed to learn that only 20% of jewelers contacted couples Heavy Owners. These diamond enthusiasts have acquired more than who bought engagement rings to encourage them to return for their 8 pieces of diamond jewelry over time. Some jewelers are astonished to next diamond purchase which is typically the diamond wedding band! discover the market power of Heavy Owners. They thought that people These bridal buyers are the most likely group to acquire diamonds for who already owned 8+ pieces of diamond jewelry had probably reached anniversaries as well. Those first 5-7 years after engagement are the time a point of satiation, with fully-stocked jewelry boxes and no remaining to forge strong ties with your customers, helping them to become the need to purchase. While this might be true in some categories, it is Diamond Enthusiasts of tomorrow. absolutely untrue in ours. There seems to be no point of satiation for diamond lovers. Acquiring diamond jewelry actually stimulates the Inspiring your sales staff desire for more in most consumers. We have found that jewelry stores could do much more to inspire Here are some surprising statistics. Heavy Owners of diamond jewelry loyalty in their customers. It all starts with great training and monitoring represent 21% of US adults, but they purchase 68% of diamond jewelry of the sales staff. A recent Mystery Shopper study reported in National (by value). The average price they pay nationwide for a diamond piece Jeweler described lackluster service across the country. Some associates at an independent jeweler is over $1500. They repurchase much faster are uninformed about the products they sell and apparently uninterested than other consumers about every 18 months. In fact, these Diamond in customers. Heavy Owners, who are the most sophisticated of all Enthusiasts typically own more than five diamond rings! In recent years, consumers, will not tolerate weak salespeople for an expensive purchase. the value of their contribution to our market grew by double-digits, They are attracted to stores with knowledgeable staffs and a warm, while the contributions of other groups declined. personal approach. If you identify diamond enthusiasts amongst your By now, you re probably thinking that you d love to target Heavy customers and show them how much they mean to you, you will reap Owners if only you knew how to find them! The first place to look is huge benefits. your own customer database to find out who has purchased most over time. Keeping good records on your customers is essential. You need to Editor s Note: This is a standing column promoting the diamond industry, as know what they ve acquired and what s on their wish list. And, you need provided by Claudia Rose, Director of the Diamond Promotion Service. to keep notes on who they are as people. Everything you and your sales associates can possibly learn about them can help you serve them better. Becoming an expert Jack Mitchell, author of Hug Your Customer, says it s crucial to become an expert on your top 100 customers. You should learn the names of their children and pets, call to make sure they re satisfied after a purchase, find out if they love golf, introduce them to business contacts or invite them to use your office to make a personal phone 12 the stuller standard MARCH 2009

13 S T O R E S T R AT E G Y we have developed three repair-centered package options in order to help you drive more traffic into your store and increase profits through the shop. Each option can be specially customized to fit your store s unique character; we supply everything from the creative artwork to the reliable product. Repair and Wear A simple, yet profitable option Encourage setting/restyling, sizing or re-tipping services Treat customers to repair services by providing gift certificates store strategy Use Customized Ads to Drive Traffic & Profits Through the Shop Rediscover Your Jewelry Customizable package renews the value of outdated jewelry Promote restyling, remounting or good old-fashioned cleaning Help customers relive the experiences the piece commemorates Gift card or certificate is available In a tough market, repair is key to maintaining credibility, fortifying product value and generating a steady revenue stream. Stuller offers retailers professionally-produced materials, powered by Carat Patch. Choose from these great templates today! Renew Your Pearls Re-create brilliance with the pearl stringing service package Restring strands or select different clasp options Bring fresh, new ideas by offering service gift certificates Go to click on the Marketing Services tab, then click Direct Marketing on Demand to select your package today. Repair and Wear Renew Your Pearls Rediscover Your Jewelry Mountings: Pricing is suggested retail in U.S. Dollars at a $900 gold market; $1,000 platinum; $20 silver, subject to change without notice. Sold by DWT, plus labor and invoiced by exact DWT shipped, blank, without stones. Most items available set Stuller Studio with your choice of stones from our exclusive inventory within five days and are nonreturnable, non-cancelable. Finished Jewelry: Pricing is suggested retail in U.S. Dollars at a $900 gold market; $1,000 platinum; and subject to change without notice. Sold by piece, not weight, with stones featured. Product stone code descriptions can be found on pages of The Finished Jewelry Collection, Vol. 67, or at keyword search: AGTA Codes. Photography: Most products enlarged to show beauty of detail. Many styles are exclusive copyright of Stuller, Inc. and strictly enforced. Pricing subject to change without notice. MARCH the stuller standard 13

14 S T U L L E R PA R T N E R in today s tough economic environment, the one constant for retail jewelers is folks are still getting married. With more than 2.6 million weddings a year, the business of getting married is a $161 billion dollar industry and happily, it usually begins with an engagement ring and ends with the wedding bands. And leads to a lifetime of jewelry acquisition. According to separate studies conducted by TheKnot. com and Platinum Guild International, platinum is still the metal of choice for most about-to-be-engaged women. This is great news for retailers, as platinum equates E&B to two to three times the profit dollars per unit, when compared to other metals. And let s say that the bridal jewelry business is finite, it ends when the wedding is over. Maximize your profitability by increasing the value of each transaction as only platinum can do. But 5977 the reality is, if the bridal customer is happy, they are loyal and will return to you for many years to come. Set a platinum standard for future purchases. For more information about developing the Best Practices for Platinum, contact PGI at kreilly@pgiglobal.com. Extraordinary Value in Platinum But one might ask, do not harder economic times mean that couples want to spend less money? The fact is, most consumers, while price conscious, are not necessarily motivated by wanting to spend less on these symbolic pieces of jewelry, but rather they want to be assured of the value they are getting. The danger is assuming that savings is the objective, rather than being confident that value usually wins out in important purchases. Now, with the lowest platinum prices seen in years, platinum represents extraordinary value for the customer. platinum bridal Beauty & Security Meet in Today s Metal of Choice Ongoing consumer research conducted by PGI shows that the combination of the high desire for platinum, associated with being the best, and the powerful attributes of platinum, still make it the right metal for today. The key is, and always has been, the attitude of the sales associate and how platinum is positioned and presented. Platinum Still Metal of Choice Here are just three reasons platinum is still the choice metal for the most significant three rings a couple can give to each other. Rarity: Not everyone owns platinum. If you melted all the platinum jewelry in the world and filled an Olympic-sized swimming pool, the level would reach your ankles. If you melted all the gold, it would fill up three pools. Not everyone has platinum and that makes it special. When she has platinum, she says it s platinum. Durability: Platinum is a unique metal that actually work hardens as it wears. The more you wear it, the stronger it gets. It s the same reason that, with daily wear, very little metal is lost and the platinum rings you exchange on your wedding day are truly the same rings generations later. Less maintenance, better value. Spending more today actually saves customers money in the long run. Authentic: Platinum comes out of the ground white and is truly white, with no additives. And the natural white color enhances the color of diamonds and other gemstones. Platinum is a diamond s best friend, and its most secure setting. Peace of mind never looked so beautiful. Giving customers the why platinum is worth its premium price, is often all the encouragement they need. Stuller is one manufacturer who believes that platinum is still the premier metal for bridal and is helping retailers tell that story in an exciting new co-op advertising campaign. Entitled Harbor Romance, this preproduced :30 or :60 second television spot is easily customizable with platinum product shots, and store branding, and is ready to air on local and national television stations. It s an effective way of letting future customers know that you are a destination platinum bridal retailer. This campaign is supported with direct mail postcard templates and point-of-sale displays. Visit stuller. com/marketing for more information. Confidently offering platinum engagement rings and wedding bands, first every time, positions your store above the competition and gives customers the right message for the times. 14 the stuller standard MARCH 2009

15 What Jewelers Say About the Stuller Website: as seen in the December 08 INSTORE magazine article Most Supportive Vendors Stuller s website makes it easy to order during the day when time allows, and we know it s shipped at the end of the day. Teri Vogan; Vogan Gold & Silver Works, Colorado Springs, CO Stuller.com is your one stop jewelry location for products, services and advertising. Clear Value for 2009 Take advantage of automatic ordering at cutoff time Search for bridal and finished jewelry, mountings, findings, diamonds, gemstones, metals, packaging and tools and supplies Get marketing materials to easily promote your business in print and on television and radio. Have you explored all of your business opportunities at stuller.com?

16 BOLD BRIDAL BASICS e f a c g n b d m l k j p h q r a Diamond Solitaire Engagement, ½ ct tw, 14kt white, 111 $3,030. Mounting # b Diamond Eternity Band, 1½ ct tw, 14kt white, 30, size 7 $3,446. c Diamond Semi-set Engagement Base, 3 8 ct tw, 14kt white, 23, 30 $1,387. (Shown with 4.5mm x 4.5mm head #20095, sold separately.) Matching diamond band, 1 6 ct tw, 14kt white, 23 $796. d Created Moissanite and Diamond Ring, 7mm x 5mm, 1 5 ct tw, 14kt white, 1, 33 $1,145. e Pendant with Black Ion-Plated Insert on 24 curb chain, 39mm x 16mm, stainless steel $138. f Cuff Links with Black Ion-Plated Insert, 20.45mm x 14mm, stainless steel $239 per pair. g Genuine Onyx and Mother of Pearl Cuff Links, 16mm, sterling silver, 59, 116 $171 per pair. (Note: Symbol is for longevity. ) j Gents Diamond Tapered Wedding Band, 7mm, 1 3 ct tw, 14kt white, 32 $1,851. k. IRL11 Comfort-Fit Light Wedding Band, 6mm, platinum $1,758. l Hand-engraved Wedding Band, 6mm, 18kt yellow/platinum, size 11 $2,522. m Diamond Anniversary Band, 1 3 ct tw, 14kt white, 32 $1,498. n Diamond Anniversary Band, ¾ ct tw, 14kt white, 30 $2,177. p Diamond Semi-set Engagement Ring, 11 5 ct tw, 14kt white, 30 $3,118. (6.3mm x 6.3mm center, sold separately.) q Diamond Semi-set Engagement Ring, 3 8 ct tw, 14kt white, 30 $1,311. (7mm x 5mm center, sold separately.) r Created Moissanite and Diamond Ring, 7mm x 5mm, 11 3 ct tw, 14kt white, 1, 33 $4,657. h Gents Diamond Tapered Wedding Band, 7mm, 1 5 ct tw, 14kt white, 32 $1,471.

17 s t u v w y z x bb aa cc dd s. R42157D Petite Diamond Cross Necklace, 1 6 ct tw, 14kt white, 33, 18 $638. t Genuine Amethyst Briolette Earrings, 12mm x 8mm, 14kt white, 162 $417 per pair. u Genuine Amethyst Pendant, 14mm x 9mm, 14kt white, 162 $317. (Shown with CH617, sold separately.) v Cubic Zirconia Necklace, 16 with 2 extension, sterling silver, 8 $80. w Freshwater Cultured White Coin Pearl Station Necklace, 12mm-13mm, 18, sterling silver, 172 $58. x Cubic Zirconia Earrings, sterling silver, 8 $270 per pair. y Cubic Zirconia Necklace, sterling silver, 8 $220. aa Diamond Earrings, ¾ ct tw, 14kt white, 33 $2,050 per pair. bb Cubic Zirconia Earrings, sterling silver, 8 $42 per pair. cc Freshwater Cultured White Coin Pearl Earrings, 12mm-13mm, sterling silver, 172 $19 per pair. dd Freshwater Cultured Circlé Pearl Dangle Earrings, 9mm- 11mm, 14kt yellow, 39 $121 per pair. z Diamond Necklace, 3 8 ct tw, 14kt white, 33 $1,373.

18 FA S H I O N First Hints of Spring With colors from Timbuktu... pretty in pink floral ensemble: ring 66718, $548; earrings 66717, $355 per pair; and briolette earrings 65641, $207 per pair KESHI FUN FRESHWATER KESHI MULTICOLOR PEARL NECKLACE 66601, $158; EARRINGS, 66600, $35 PER PAIR lime quartz ring 66865, $299 The winter doldrums are slowly dissipating and even if the outside weather isn t warm and sunshiny yet, everyone is getting ready for nature s rebirth in spring. For jewelers, it s time to refresh stocks with exciting new products to lure customers into stores to shop for their spring occasions. One of the most exciting trends heralding spring 2009 is the advance of exuberant colors in gemstones, metals and pearls. Used singly or in multicolored combinations, these clear, vivid shades are sure to attract attention. Specifically, think of Monet s watercolor paintings, with their elegant mixtures of blues, greens and mauves. Fashion designers picked up on these color trends when they introduced spring collections back in November. Complementing the lush shades are natureinspired motifs including butterflies, flowers and ruffles, interpreted in jewelry, embroidery and fabric. For example, Chanel remained true to Mademoiselle s floral favorites and couture clothing and jewelry repeated By Nancy Pier Sindt her classic camellia image. Colors in general were soft and muted, including a romantic blue-gray ruffled tulle ensemble that stopped the show. Giorgio Armani also picked up a romantic theme with long, sheer gowns in pastel colors accented with beads, embroidery and sequins. American designer Marc Jacobs did double duty for spring: his self-named line as well as a second collection for Louis Vuitton. Although the looks were different for each, common details included brilliant green feathers, bold, chunky jewelry, gold braid and beaded embellishment. According to the color experts at Pantone, the top-selling shade for spring 2009 will be Palace Blue, a sparkling blue that mixes easily with other colors such as vibrant green, salmon rose and fuchsia red, also among the top ten color choices for the season. Reflecting these themes are the stylish mixand-match items from Stuller s Timbuktu collection. This new collection incorporates rich fashion colors with exotic themes, such as rustic tribal designs and jungle habitats, Indian-inspired paisleys and spice market colors. Among the most important 18 the stuller standard MARCH 2009

19 FA S H I O N going green. RING 66630, $1,451. colors in jewelry are lemon, kiwi and jungle green, ice blue, teal and hot pink. Interpreted in gemstones, the colors become blue topaz -- especially the vivid Swiss blue shade aquamarine, peridot and the delicate pinks of tourmaline, opal and mother of pearl. Offering fresh and tempting merchandise is always a great way to start the year. In today s uncertain economy, consumers are looking for reasons to buy and are zeroing in on items with high perceived value that are nevertheless priceaccessible. In terms of design, that means either absolutely classic items or clever, fresh ideas, says Michael Clarke, Stuller s vice president of merchandising. For the classics, think of simple drop earrings combining two different colors and cuts of gemstones. Or go for a long rope of pearls in a gradiant range of nature colors. For a more fashion-forward look, choose a traditional design such as a bypass ring or drop earrings with hand-carved flowers of mother-of-pearl. Or select rings and pendants with brilliant checkerboard cuts. Impeccable craftsmanship and artistic touches are sure to resonate with today s demanding clientele. Women want jewelry that can be worn with a variety of different outfits. Focusing on colored gemstones with diamond and pearl accents makes jewelry more versatile and wearable. For women who like bold statement-making jewelry, newest temptations include stylish rings with oversized center stones such as a faceted green quartz with diamond accents or a dazzling lime quartz cabochon in a classic yellow-gold bezel. Finally, for the ultimate in unique gems, consider jewelry made of keshi pearls. These naturally formed, freeform creations are available in a range of lustrous colors that play off each other in every piece. Especially exciting is the pink-to-mauve combination that is flattering to every complexion. Choose a multistrand necklace that rests at the throat or whimsical waterfall earrings that add a touch of fantasy to every outfit. MULTICOLOR FRESHWATER PEARL ROPE , 72, $240 (NO CLASP) BOLD BLUES. CHECKERBOARD SWISS BLUE TOPAZ RING 67006, $223. AQUAMARINE & DIAMOND RING 66629, $831. MOOD MUSIC. GENUINE SWISS BLUE TOPAZ ENSEMBLE: RING 66965, $603; NECKLACE 66942, $542 AND EARRING 66940, $526 PER PAIR. GENUINE PERIDOT & SWISS BLUE TOPAZ WITH FRESHWATER CULTURED PEARLS: RING 67007, $246 AND EARRINGS 66642, $184 PER PAIR. MARCH the stuller standard 19

20 SPRING 09 FASHION FOCUS c a b d e f k g l h j a. BRC358 Stretch Bracelet with Polished and Stardust Beads, 6mm, sterling silver, $37. b Dragonfly Brooch, 24mm x mm, 14kt yellow, $221. c Butterfly Pendant, 18. 5mm x mm, 14kt two-tone, $92. (Shown with CH771, sold separately.) d Genuine Brazilian Garnet, Peridot & Diamond Rose Brooch, 22mm x 18mm, 2mm, 2. 25mm,. 02 ct tw, 14kt yellow, 61, 104, 33 $744. e Genuine Swiss Blue Topaz Bracelet, 11mm x 9mm, sterling silver/14kt yellow, 77 $442. f Genuine Swiss Blue Topaz Earrings, 7mm x 5mm, sterling silver /14kt yellow, 77 $269 per pair. g Genuine Swiss Blue Topaz Ring, 9mm x 7mm, sterling silver/14kt yellow, 77 $220. h Diamond Ring, ½ ct tw, 14kt yellow/rhodium-plated, 33 $1,773. j Diamond Earrings, ¾ ct tw, 14kt yellow/rhodium-plated, 33 $935 per pair. k Stackable Fashion Rings, 2mm, sterling silver, $67 each, 14kt yellow, $320 each. l Floral Ring Mounting shown with 1-3mm Genuine Swiss Blue Topaz, dwt 6, 14kt white, mounting only $615; 14kt yellow, mounting only $609.

21 m n p s t u r q v x w bb aa y z m Diamond Earrings, 1 3 ct tw, 14kt white, 33 $883 per pair. n Diamond Necklace, ½ ct tw, 14kt white, 33 $1,491. p Diamond Ring, 1 3 ct tw, 14kt white, 33 $910. q Created Moissanite Heart Necklace, 3 4 ct tw, 14kt white, 1 $783. r Created Moissanite Butterfly Necklace, 7 8 ct tw, 14kt white, 1 $1,004. s Created Moissanite Star Necklace, 3 4 ct tw, 14kt white, 1 $895. t Genuine Pink Sapphire and Diamond Butterfly Necklace, 1 10 ct tw, 14kt white, 70, 33 $512. u Genuine Pink Sapphire and Diamond Butterfly Earrings, 1.8mm,. 05 ct tw, 14kt white, 70, 33 $447 per pair. v Genuine Pink Sapphire and Diamond Butterfly Brooch, 1 10 ct tw, 14kt white, 70, 33 $737. w Genuine Pink Sapphire and Diamond Butterfly Ring,. 035 ct tw, 14kt white, 70, 33 $415. x Hoop Earrings, 26. 5mm, sterling silver, $23 per pair. y Sparkle Hoop Earrings, 25. 5mm, sterling silver, $30 per pair. z Butterfly Brooch, 39. 5mm x 52mm, 14kt yellow, $779. aa. CH882 Circle Bracelet, mm width, sterling silver, 8 $92. bb Circle Earrings, mm x 22mm, sterling silver, $74 per pair.

22 STULLER STUDIO 1 mounting 36 diamonds $16.20 total setting labor* Say yes to new Stuller Studio stone setting starting at 45 cents* In addition to being your best source for fast-turn, high-quality customized jewelry, now Stuller Studio is also one of the most cost-effective setting resources anywhere in the country. Visit stuller.com/studio for more information on new Studio setting pricing Circle Pendant - 14kt white mounting only $414 - set with approximately 1 ct tw, GH, I1 diamonds: $2,097. *Setting pricing quoted is actual cost. All other pricing: triple key.

23 The exciting, revolutionary new gold wedding bands for today s bridal consumer! Six-slot ring display with Luxecor rings. Luxecor patent pending technology offers: Same width, same thickness but 25% lighter * Lifetime warranty ** Custom laser engraving Free six-slot ring display with the purchase of six Luxecor bands Comfort fit styles available in 4mm-8mm Milgrain styles available in 4mm-6mm All available in 14kt white and 14kt yellow Luxecor Signage available (KIT:90507:T) Luxecor LCIR11 14kt White For more information on Luxecor visit or call * 25% is the average weight reduction. Actual amount varies by width and finger size. ** Free from manufacturing defects LCIR11 14kt Yellow Engraved Band LCMGR11 14kt Yellow STULLEROVERSTOCK Same Stuller Quality and Service...at Closeout Prices! The Stuller Overstock Division is proud to offer a large variety of quality products at value pricing for the 2009 Stuller Workshop, March 27-29: Some of our Value Buy Opportunities include: Attractive Diamond and Color Fashion Jewelry Popular Diamond Journey Pieces Wonderful Pearl Product Select One-of-a-Kind Items Additional Discounts for Stuller Workshop Attendees Quantities are limited, so if you don t want to miss these great deals, stop by as quickly as possible. Items are available for purchase on or call ext

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