CAM SERVICES Leave the manufacturing to Us! New Catalogs Available for the Holiday Selling Season

Transcription

1 October 2009 Now Available at iphone App Store Live DiAmoND Try on CAM SERVICES Leave the manufacturing to Us! New Catalogs Available for the Holiday Selling Season

2 Item #66364 $15 MSRP Item #66365 $55 MSRP Say Yes to Great Value... 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 O C T O B E R I s s u e # stuller & industry news 6 new catalogs findings, metals & finished jewelry 7 new evp of supply chain meet danny Clark 8 what s hot/new maltese crosses 9 what s hot/new tahitian pearl earrings with diamonds features 16 Black & White Diamonds with Pearls 10 Red Box Diamonds stuller showcase 11 Black Box Gemstones new, agate cameo 12 diamond facets creating customer dialogue 13 store strategy profiting through change 15 CAM services technology takes center stage TREnds & fashion 17 pearls & swirls exciting style; exceptional value 18 winter s color palette phantasmagorical 21 dramatic flair black & white jewelry trend strengthens 22 stuller studio service bureau 23 sea sprite prototype selling system available On our cover: Ensemble Featuring Pearl Ring (Mounting 6435), Earring (Mounting 84593) and Pendant (Mounting 84592). 20 Swirly Filigree-Look Styles Strong Sellers OCTOBER 2009 stuller.com your resource 24/7 for everything you need to run a successful business! ThE stuller standard

4 Fun. Family. Forever. New interac tive kiosk creates beautiful family Jewelry You can help your customer build a unique piece of jewelry that will be treasured forever, simply because they had a part in creating it! our new Design family Jewelry kiosk is: profitable and requires no inventory. customer-oriented, so you can sit with the customer while they design their jewelry. flexible, offering three customizable jewelry categories: engravables, family jewelry or stackables. easy for sales staff and customer interaction. Design Family Jewelry Kiosk Options Finished, Customized Family Jewelry make your customer s next jewelry purchase special using our new Design family Jewelry kiosk by calling , ext. 428.

5 E D I T O R I A L notes from Matt challenging times force us to rethink the way we sell jewelry. At our inaugural Owner s Conference in July, we introduced solutions designed to help independent retail jewelers lower inventory costs while raising profitably levels. One of those solutions, our prototype selling systems, is sure to help your business do just that this holiday season. Our prototype selling systems allow you to extend your inventory without the costs usually associated with filling your showcases. Our newest system, The Gemstone Jewelry Collection, features the affordability of prototype samples, set with genuine gemstones, and gives your customers the opportunity to try on each piece they choose. And, as always, our speedy, next-day delivery and customization options are available through Stuller Studio. In addition to the aforementioned, we offer a broad selection of selling systems including: gemstone, wedding band, anniversary band, journey diamond jewelry, family jewelry, Sea Sprite and many more. Each system comes complete with an attractive display and supporting marketing materials. Combine the use of our selling systems with the capabilities of Stuller Studio, and you may eliminate the need for investing in additional inventory this holiday season. Let Stuller help you say yes to your customers with our new prototype selling systems. matthew g. stuller, sr. CEO, FOundER and PREsIdEnT ceo, founder and PresiDent Matthew G. Stuller, Sr. chief operating officer Jay Jackson exec. VP, merchandising & marketing Harold Dupuy, G.G. exec. Director, marketing services Kerry Hand editor in chief Miriam Werquin stullerstandard@stuller.com staff contributing writers Keri Barousse Lori Carter, Mgr. Leslie Dumatrait, D&G Asst. Marketing Manager Ramona Gautreaux, D&G Marketing Director Randi LeBlanc, PR Susan Kiefer Design Maria Viator stuller standard online Trenton Bolfer, Mgr. Ron Domingue Kim Thibodeaux, Mgr. info@stuller.com contact Us stullerstandard@ stuller.com Stuller Standard Magazine P.O. Box Lafayette, LA fax PhotograPhy Maggie Hidalgo John Rowland Noelle White Marie Vest ProDUction Maureen Benjamin Lori Bouillion Shannon Guidry, Mgr. Brenda Landry, Mgr. Yolanda Laviolette Robert Lawson Stephanie Pellerin Kisha Thompson contributing writers Emmy Kondo Hedda Schupak 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 Courville, Gemstones Jim Wright, Findings Jodi Venable, Tools Xathena Carter, Diamonds editorial advisory board Danny Clark, EVP, Supply Chain Linus Cortez, EVP, Finance Bob Cox, EVP, Sales Chuck Bowman, VP, Mountings Elizabeth Brehmer, VP, Findings Michael Clarke, VP, Finished Jewelry Joe Orlando, VP, Gemstones Darrell Warren, VP, Tools & Supplies/Metals Stanley Zale, VP, Diamonds 2009, Stuller, Inc. All rights reserved. OCTOBER 2009 Stuller, Inc. is a Diamond Trading Company (DTC) Sightholder. ThE stuller standard

6 N E W S new Catalogs available soon! Findings, Metals & Finished Jewelry Books Provide Fresh New Products for Holiday Selling Our newest catalogs include The Findings Collection, the Metals Book, the Finished Jewelry Catalog and the D&G Catalog. We featured the D&G Catalog in the September issue of the Stuller Standard. Here are our newest tools for your store. The Finished Jewelry Book, Vol. 78. Introduction of alternative metal products steel, titanium and ceramic Prototype/low cost selling system options for many merchandise categories Effective marketing services support programs The Findings Collection, Vol. 74. Innovative Stuller technology including metal mold and expanded 18kt and platinum product offerings The new, taller size and plastic dust cover allow for more convenient use and extended catalog life. JVC Launches Electronic Newsletter More than 2,000 new findings are featured. The Metals Book, Vol. 76. New and improved user-friendly look New products including yellow-gold filled items, expanded laser wire selections and Preform sizing stock options JVC recently launched enews&views, a new electronic newsletter available for JVC members on JVC s website Members Only Section. JVC s expanded enews&views, replaces JVC s printed newsletter and contains important information and updates to help jewelry retailers, manufacturers and distributors protect their businesses from risk. It includes links to additional legal compliance information on JVC s web site. enews&views is the latest addition to JVC s Members Only Section. enew&views is crammed with important legal compliance information pertaining to the manufacture, sale and marketing of fine jewelry AND lots more. With the click of the mouse, JVC members can access enews&views articles and supplementary information. enews&views and the Forms Bank are the newest additions to the extensive inventory of free information, guidance and products available to JVC members in the Members Only section on JVC s website. We encourage members to take full advantage of their JVC membership and all of the information, services and products JVC provides, says Cecilia Gardner, JVC president, CEO and general counsel. THE FINDINGS COLLECTION FOR JEWELRY MAKERS Findings Collection for Jewelry Makers The Metals Book All-inclusive product detail charts Technical data designed to make your job easier Improved selection of X1 white gold New and improved user-friendly look Have all your selling tools in place this holiday season! The Finished Jewelry Collection The Finished Jewelry Book news from Jewelers Vigilance Committee NRC Not to Take Enforcement Action The Nuclear Regulatory Commission has notified JVC and American Gem Trade Association (AGTA) that they will take no action against licensees, importers and distributors or others who imported or sold irradiated gemstones in the United States during , when no NRC licensed entities operated in the U.S. Three entities in the US have since been granted appropriate NRC licenses. Initial importers and distributors bringing gemstones subject to electronic irradiation into the US require an NRC license. Gemstones covered by these rules include irradiated diamonds, tourmaline and other forms of blue topaz, beryl and kunzite that have been exposed to irradiation. Douglas Hucker, AGTA s chief executive officer, said: AGTA continues to help its members and the jewelry industry comply with NRC rulings. The association strives to protect the integrity of the industry and to ensure that consumers can purchase irradiated gemstones safely. Visit to join JVC, to download the easy-tounderstand, The Essential Guide to the Trade in Irradiate Gemstones, or for more information. You can also download the guide on AGTA s website at the stuller standard OCtOBer 2009

7 N E W S supply Chain Veteran tapped as evp Clark s Addition Key to Company s Just-in-Time Model George (Danny) Clark, Jr. is our new executive vice president of the supply chain division. Clark joins our team with 25 years of management experience, where he was at the vice president level for 15 years with electronics giant Circuit City, says Matthew Stuller, CEO, founder and president. The effective management of our supply pipeline for raw materials, components and all we need to remain the industry s most innovative manufacturer and supplier has always been a key part of the success of our just-in-time model. Stuller COO Jay Jackson says the addition of 50-year-old Clark solidifies the DTC Sightholder s management succession plans. His demonstrated success in operations, merchandising, real estate, services, strategic planning and execution led to his role as executive vice president and president of multistore sales at Circuit City, says Jackson. Clark directed operations for the 675-store chain, and his background includes financial management, process development, talent development and change management, Jackson added. Clark and his wife Michelle, a Lafayette native, have four children. While at Circuit City, he actively participated in the Boys & Girls Clubs of America. FTC Enforces Red Flags Identity Theft Rule Nov. 1! JVC Develops Effective November 1, 2009, the Red Flags Rule in effect since January 1, 2008, will require jewelry retail businesses to implement a written Identity Theft Prevention Program. The goal of such a program is to prevent thieves from stealing identity information for fraudulent purposes. Compliance Guide Financial institutions and for Jewelry Industry creditors must comply. Under the law, companies who offer credit to their customers, either though in house financing, branded credit card programs or layaway facilities or any other credit arrangement must comply. Jewelry businesses that only accept credit cards as a form of payment are not considered creditors and, therefore, do not have compliance obligations. The rules require a business covered by the rule to establish a written program designed to detect red flags indicating an attempt to steal identity information and to put in place a program to prevent such thefts. This program must be integrated into the daily operations of your business and can be tailored to the risks your credit program presents. Examples of Red Flags include alerts from a credit reporting company about suspicious identification documents or activity on the internet that indicates an attempt to access identification information by an unauthorized third party. Said Cecilia Gardner, JVC s president, CEO and general counsel: The FTC s new regulations require businesses that extend credit to institute a written Red Flag policy program to help to identity and prevent ID theft through credit arrangements. JVC s website will include information and updates about the new Red Flags regulations. In addition, JVC is developing an easy-to-use Red Flags compliance program on CD for jewelers that have to comply with these regulations. The CD will include forms and templates for jewelers to customize and adapt for their individual businesses. The CD will be available for sale at a modest cost on JVC s site. JVC members can purchase the Red Flags CD and all JVC products at deep discounts. JVC s expert legal compliance team will be available to answer jewelers questions. Visit JVC s website for more information about Red Flags requirements and other important legal compliance information and updates pertaining to your jewelry business. Live Diamond Try On Now Available at iphone App Store Our new iphone application, Live Diamond Try On, went live on the App Store mid-august. We ve received such amazing support from our retailers when demonstrating earlier versions of the app at JCK, says Matt Stuller, president, founder and CEO. We want to make sure all retailers take advantage of another option that will help drive traffic to their stores. The iphone app is designed to generate excitement with engagement ring shoppers, ultimately leading them to their local retail stores for diamond purchases. It presents bridal diamond jewelry in an easy and fun way giving retailers an opportunity to sell Red Box Diamonds. To become a Red Box Diamond retailer, or to learn more about Live Diamond Try-On visit OCtOBer the stuller standard

8 W H AT S N E W New Bridal styles Available Popular Vintage and Bypass styling Competitive pricing Next day delivery Set with the center diamond quality and size per your customer s request (3 day delivery) Visit keyword search new engagements or call to order. Marvelous Maltese Crosses For timeless with a touch of modern style, check out our Maltese crosses. More than 20 unique styles Great price points Set with our stone or yours Visit www. stuller.com, keyword maltese or call to order diamond semi-mount Engagement Base, 1 /4 ct tw, 14kt two-tone,109 $899. Matching diamond Band 67325,14kt white $195. (shown with 383 head, 1 /2 ct round, sold separately.) diamond semi-mount Engagement Base, 1 /4 ct tw, 14kt white,109 $ Matching Band, 14kt white $195. (shown with 383 head, 1 ct round, sold separately.) diamond semi-mount Engagement Base, 1 /4 ct tw, 14kt white,109 $865. Matching Band 67322, 14kt white $195. (shown with 383 head, 3 /4 ct round, sold separately.) R42176C Maltese Cross with Chalcedony, 39mm x 29mm, 14kt yellow, 201 $919. Mounting #R R42170A Genuine amethyst Maltese Rope Cross, 41.25mm x 30mm, sterling silver, 44 $165. Mounting #R What s new What s hot Classic Freshwater Pearl Triple-Strand Bracelets Create a dramatic look for a great price with these freshwater pearl, triple-strand bracelets. Available in white, multi-colored and dyed black Composed of 8-9mm cultured freshwater pearls Bracelets contain a sterling silver tube slide clasp MSRP $ Multicolor, 39, 140, 7 1 /4 $ White, 39, 7 1 /4 $ Black, 40, 7 1 /4 $75. Visit or call to order. Keyword search pearl bracelets. 8 ThE stuller standard OCTOBER 2009

9 W H AT S H O T Black & White Trend Continues into Fall These elegant pearl and diamond earrings are sure to turn heads this fall. Featuring 14kt white gold, 1 1 /10 ct tw in genuine diamonds and 10-11mm, drop-dyed freshwater cultured pearls, these earrings will complement any outfit from workwear to eveningwear. Opal Takes Center Stage for October Birthdays Fine Art Deco styling combines with October s birthstone, the mysterious opal and diamond accents to give her a big fashion look for the coming holidays Genuine Opal and October s Birthstone, diamond Ring, 1 /10 ct tw, 14kt yellow, 60,33 $1,165. mysterious opal, is channel set with a delicate milgrain edge design and accentuated with lovely 1 /10 ct tw Diamonds Freshwater Cultured Black Pearl and diamond Earrings, 10mm-11mm, 1 /5 ct tw, 14kt white, 40,110 $3,059 per pair. Mounting # available as semi-mount # Visit or call to order. To order this gorgeous Opal and Diamond ring, visit stuller.com or call today. What s new What s hot Fanciful Color-swirled Pearl Ensembles Brilliant 14kt yellow gold bezels adorn this delicate scroll design frame, which holds luminous freshwater cultured pearls and dramatic cabochon gemstones. Visit or call to order today! Freshwater Cultured Pearl and Multicolor Gemstone necklace, 20, 14kt yellow/sterling silver, 39, 44, 56, 58, 62, 64, 82 $399. Mounting only #84278, $ Freshwater Cultured Pearl and Multicolor Gemstone Earrings, 14kt yellow/sterling silver, 39, 44, 56, 58, 62, 64 $489 per pair. Mounting # Visit stuller.com for a complete list of cabochon gemstones and cultured pearls. Shown above, Rhodolite Garnet and Amethyst perfect colors for Black Akoya Cultured Pearls. OCTOBER ThE stuller standard

10 A B O U T D I A M O N D S now more than ever, you need to spend your inventory dollars wisely. Better yet, you need to sell your inventory before you buy it. Some diamond dealers lay in long-term memos that come with large purchase commitments. Other dealers require large purchase commitments in exchange for exclusive distributorships. Still others give you long inventory lists of product they either don t own or don t have for stuller showcase The Power of Virtual Inventory immediate delivery. We have a better way virtual inventory. Virtual inventory is an in-stock supply of the items you sell most, displayed with your mark-up and available when you need it. Access to virtual inventory is easy just use the Showcase feature on stuller.com. Over 300,000 products are at your finger tips including the ability to customize bridal styles and mountings with the diamond and gem of your choosing. 1. To use the Showcase feature of stuller.com, log in to stuller.com, and select My Account/Showcase Settings. 4. Now you can let your customers surf Stuller.com on their own or with your guidance, finding the right products without having to own the inventory! 2. Type in your store name and set your desired mark-ups for the categories shown. Loose diamonds, loose gemstones, Stuller Studio labor and all other Stuller products. Save your settings. 5. You can add items to your shopping cart, and send in your orders when you are ready. 3. Select Showcase from the top of your screen. 6. To view your shopping cart, or return to stuller.com, you need to exit the Showcase mode. Exiting requires you to enter your log in information. This is to make sure your customers do not accidentally see your wholesale pricing. The power of Stuller is a click away! 10 the stuller standard OCtOBer 2009

11 the brilliance of black October s Featured Color fall is a wonderfully mysterious time of year. Trees change hues and shed their covering as they prepare for the winter months. Animals gather their harvest, as they get ready to hunker down for what lies ahead. What a perfect time of year to feature the sleek and mystical properties of black and gray and the gems that fit within this color family. And what better gem to feature than loose Tahitian cultured pearls 10% off for October. What makes black such a popular fashion must-have? For some, the slimming effects of black make it a wardrobe staple. For others, especially those who live in busy cities black clothing and accessories provide a form of armor, protecting one from the outside world. The influence of Gen-Y and their use of black in Gothic and Emo apparel are other driving forces in the popularity of this non-color hue as a fashion staple. Black captures the essence of the mysterious as well as being powerful and timeless. It communicates authority and makes a person feel like they can take on the world. What gems and accessories can you suggest for those whose wardrobe contains black? A strand of Tahitian cultured pearls offer a refreshing twist on a wardrobe classic. We love the combination of Tahitian pearls with Tourmalinated Quartz a fun look that can be playful or elegant. Tourmalinated Quartz all by itself is a fascinating gem whose lore suggests the ability to alleviate depression, ease the nerves, and offer protection for its owner. The blackish green background of Bloodstone is a gem to show your customers. Black Onyx and Opal are other gems to discuss with your fashion-conscious shoppers. New Agate Cameo! A B O U T G E M S T O N E S Pendant mounting, shown with a Grey Circlé Tahitian Cultured Pearl, 11mm, B, dark and Tourmalinated Quartz, oval, 7mm x 5mm, AA, cab 14kt white, $145. Loose gemstones shown: Genuine Onyx, Genuine Moonstone, Genuine Opal, Genuine Bloodstone and Grey Tahitian Cultured Pearl. Turn your showroom into a fashion-forward destination store by featuring a different color family each month. To assist your marketing efforts and train your staff on color, fashion and trend spotting, you can purchase the gemstone marketing package KIT:90508:T for just $ Beautifully-engraved Agate Cameos are now available. Produced in Idar-Oberstein, these intricately-styled gems come in five designs. Most are offered in 14mm x 10mm, 18mm x 13mm, 20mm x 15mm and 25mm x 18mm. Visit stuller.com for pricing and selection. Special 10% discount for Stuller customers on all GemeWizard products. Find out more at Offer subject to change without notice. OCtOBer the stuller standard 11

12 D P S C O L U M N w DPS diam nd facets Diamond Shapes: A Great Way to Create a Dialogue with Customers hen it comes to selling diamonds, one of the between cut and shape, can converse articulately on shapes and can most critical sales skills is the ability to draw suggest a shape based on the size and shape of a woman s face or hands your customers in, fascinate them with new that will be flattering. Also ensure that they are encouraging your information and let them leave your store customers to try on different shapes and see how they look before feeling as if they have learned something they decide that certain shapes are not for them. They will often be new and valuable. rewarded by the opportunity to enter into a much deeper dialogue with One of the most interesting stories to tell about diamonds is the the buyer through this interaction. story of shapes. Many customers confuse shape with cut. Explaining the distinction to them is the first step. From there, the journey into talking Editor s Note: This standing column, promoting the diamond industry, as provided about shape is enjoyable first and foremost because the concept of by Emmy Kondo, Planning Director of the Diamond Promotion Service. shape is much more tangible to consumers they can easily see what you are talking about, whereas when they are trying to understand the Round: The perfectly symmetrical shape that sets the standard, and 4Cs, they often can t truly see the differences in grade (even though the one that first comes to mind when people think about diamonds. they may say they can!). With shapes, many consumers don t realize the range of options that exist and how truly unique and transformative Especially well suited to showing off fire and brilliance. different shapes can appear when worn by different women. It gets Princess: A relatively new cut, the princess provides the best of especially exciting, especially for women, when you begin to show them both worlds by combining a square or rectangular cut with numerous the different looks they can create with you by using interesting shapes sparkling facets as in a round stone, to create exceptional brilliance. as sidestones and embellishments to a central stone. It is most flattering to hands with long or thin fingers. Stones with Draw customers in by explaining how the determination and more depth are usually preferred to maximize brilliance. rendering of a shape from a rough diamond is both an art and a science and make sure that you let her try on and play with as many shapes as Oval: Another perfectly symmetrical shape that can help create the you have available. Many women who think they don t like a particular illusion of longer, thinner fingers thanks to its elongated shape. shape are shocked by how deeply they fall in love with it once they are Marquise: A shape that can also have an elongating effect. The wearing it on their fingers, around their necks or in their earlobes. purported story behind this shape is that it was commissioned by It probably won t be a surprise that the most popular diamond shape, by far, is the classic round. This shape is forgiving of flaws and can France s King Louis XIV, the Sun King, its pointed ends meant to often be made to appear larger than it is because of its ability to convey mimic the smile of the Marquise de Pompadour. brilliance and the range of settings it accommodates. Pear: This style, also known as the teardrop, is generally recommended As popular as the round is, however, we have seen enormous growth for women with small to average hands. It can be very beautiful set in the number of square and princess-cut shapes sold during the past in a solitaire pendant, or in drop earrings. This is a hybrid cut, which decade, especially for engagement rings. While more than 75% of the capture the best of the marquise and oval in combination. diamonds sold in general are rounds, a study conducted by the Diamond Information Center earlier this year showed that 40% of recently Heart: The most overtly romantic shape, the heart takes great engaged American brides chose round cuts, while 26% chose princess. skill to cut. This is one in which customers should look for an even, Square stones that impart the brilliance of a round, such as the princess symmetrical shape and good definition. and the radiant cuts, are becoming increasingly popular amongst all Emerald: Because of the broad, flat planes of the rectangular diamond buyers. There has also been a surge in interest in vintage cuts, such as the Asscher and cushion. Rounding out the top three most emerald cut, clarity and color are of particular importance. This is popular cuts after round and square cuts is the marquise. Traditionally, not a shape to cut corners on costs by accepting inclusions or lack of it is worn with a vertical orientation on the finger, though many clarity as it will be much more readily visible. fashion-forward women have begun to have it set on a horizontal axis, Trilliant: Essentially triangular, this shape may be either a traditional often in a bezel, to create a more contemporary look. triangle with sharp corners, or have more rounded points. Often used Every jeweler has different proportions that he or she feels comfortable as an accent or sidestone, it can be a unique statement when worn recommending to get the best look from various cuts, so we won t make alone. specific recommendations here. But remember that for customers looking for value, you can sometimes offer differing shapes as an Radiant: Much like the princess, the radiant combines the emerald opportunity to capture a great deal. A woman s personal taste, as well shape with the many facets and thus brilliance of a round stone. as the size, shape and length of her fingers, face or neck can often mean Asscher: Developed in Holland by the Asscher brothers at the that a stone is not technically in the recommended range of proportions is actually ideal for her. turn of the twentieth century, the Asscher cut is essentially a square Make sure that your sales associates understand the difference emerald cut, with stepped sides and cropped corners. 12 the stuller standard OCtOBer 2009

13 S T O R E S T R AT E G Y we ve all heard the dire warnings: The jewelry industry is changing as never before. Independent jewelers are disappearing at an ever-increasing rate. Frugality is here to stay, and so forth. All of these and more are true, but it doesn t mean your own store s future has to be in jeopardy. Yes, the industry s changing, but you have the ability to change with it and thrive in the process. Yes, independent jewelers are disappearing, but according to Jewelers Board of Trade statistics, only a fraction of the businesses that closed last year did so due to bankruptcy. Many storeowners simply decided they d had enough. And while it s likely that the great American shopping spree of the last decade is over for a while, it doesn t mean consumers have stopped shopping entirely. They re just a lot more selective now. Here, from my perspective as a long-time industry journalist and analyst, are three of the most critical issues facing jewelers, and some ideas for addressing them. *The Age Factor. While there are no recent studies of the median age of jewelers in the United States, one look around any industry gathering is enough to estimate that it s probably about 55. And few, if any, of the industry s leaders are under 40. Try this exercise: Write down the names of your top 10 customers. Then write down their approximate ages. Next, write down your own age. Where do these numbers fall? If the numbers fall at or above 45, it s time to reach out to teens and 20-somethings. Consider holding a series of focus groups of teens and young adults. Invite about 15 at a time for lunch, and have just a few ready questions to discuss. Be open about the fact that you want your business to thrive in the future, and for that reason you need to know what up-and-coming customers want. Find out what charities and causes are near and dear to their hearts, and also what product turns them on (and off). Take their ideas into your business planning so that by the time they re ready for an engagement ring, they re already loyal customers. store strategy Ideas to Profit in a Changing Market HEDDA ScHuPAK JeWelrY MarKet analyst *The Female Factor. The bridal and gift-occasion purchase has been the bedrock of our industry, but the best opportunity for incremental growth comes from the customer we don t always have: the fashion-loving female self-purchaser. Bridal and anniversary sales automatically rise (or fall) with population demographics. It s simple math: more people = more weddings, fewer people = fewer weddings. But this industry has been slow to promote jewelry as a fashion accessory. While the per-ticket sale of a fashion-driven purchase may be lower, this customer often is a more frequent purchaser. Fashion jewelry can help build traffic, and the relationship with that customer will bring her back when it s time for the major purchases. Try adding more fashion-focused, lower-ticket goods in materials such as sterling silver, freshwater pearl, and affordable colored gemstones. This also is a category where you can experiment with very fashion-forward merchandise and alternative materials such as leather and wood, because the inventory investment isn t as high. *Green and Social Issues. The Millennial Generation (born 1985 and later) are the customers you re trying to reach for future longevity. This generation is strongly focused on social and environmental issues, so strike a chord with them by being proactive, rather than reactive, about both. Educate yourself about all the industry social issues, from conflict diamonds to fair trade gems to local beneficiation to child labor practices, and on green issues such as sustainable mining, recycling, and environmental impact. Make sure all your merchandise is at the very least compliant, and better yet, sourced from socially- and environmentally-focused suppliers. Make sure your commitment to social and environmental responsibility is a key component of your marketing, and make sure, especially, that your commitment is genuine and meaningful, not an advertising ploy. Editor s Note: This article represents a state-of-the-industry viewpoint from Hedda Schupak, Jewelry Market Analyst. Mountings: Pricing is suggested retail in u.s. dollars at a $1,000 gold market; $1,100 platinum; $12 silver, subject to change without notice. sold by dwt, plus labor and invoiced by exact dwt shipped, blank, without stones. Most items available set stuller studio with your choice of stones from our exclusive inventory within five days and are non-returnable, non-cancelable. Finished Jewelry: Pricing is suggested retail in u.s. dollars at a $1,000 gold market; $1,100 platinum; and subject to change without notice. sold by piece, not weight, with stones featured. Product stone code descriptions can be found on pages of The Finished Jewelry Collection, Vol. 67, or at www. stuller.com, keyword search: AGTA Codes. Photography: Most products enlarged to show beauty of detail. Many styles are exclusive copyright of Stuller, Inc. and strictly enforced. Pricing subject to change without notice. OCtOBer the stuller standard 13

14 S T U L L E R PA R T N E R tpearl information source Cultured Pearl Association of America promotes education and industry integrity; launches 1st International Design Competition he Cultured Pearl Association of America, Inc. (CPAA) is a member-based, non-profit group CPAA Store ServiCeS founded in Membership is comprised of the finest manufacturers, wholesalers, dealers and Want to train your sales staff? suppliers of Cultured Pearls in the United States. CPAA has materials to help you! It s purpose is to cultivate awareness, integrity, demand and marketability of cultured Need a question answered? pearls for the membership, the retail community Post it on the CPAA forum. and the consumer. Through promotion, education, public Looking for a pearl supplier? relations and unwavering commitment Visit our member s websites! we aim to inspire an authentic passion Need to advertise & promote pearls? for all cultured pearl varieties. CPAA offers free images. CPAA is your pearl information source! Visit or call at PEARL. Want pearl promotion/merchandising ideas? It s all available from CPAA! International Design Competition The Cultured Pearl Association of America announces its first International Design Competition; open to all who have a passion for pearls. Please visit for details! 14 the stuller standard OCtOBer 2009

15 Stuller Studio CAM Services Today, stores across the country use Computer Aided Design (CAD) software. Thousands choose Gemvision s Matrix 6 as their method of choice to create beautiful custom jewelry. It is the wave of the future, and we can help you take advantage of it. We have recently launched Stuller Studio CAM Services to provide manufacturing fulfillment for your CAD designs. You send us your CAD file and we will produce it to whatever level of completion you would like raw casting to fully set and finished product all in 6 to 8 days. We ll even receive and set your stones if you wish. In Your Words... We sent a CAD file to a Stuller competitor to see if they could cast it; they wouldn t even attempt it, saying it couldn t be done. We sent it to Stuller and you guys said no problem! The piece came out looking better than we expected. Stuller s CAM services have saved us valuable time and money. We can just send you the file without having to worry about ordering individual parts and building the piece ourselves, and we know we ll receive a high-quality piece. Josh Mitchell Jamie Hood Jewelers, Muscle Shoals, Alabama Not a CAD user yet? Or interested industry s most popular CAD programs? Call us at to get started today!

16 S i m p l e G e o m e t r y F D A C E G H J B A Genuine Onyx Earrings, 20mm x 6mm, sterling silver, 165 $105 per pair. B. Shake up your Sea Sprite styles. Mix Tahitian cultured pearls with exotic gems such as Mozambique Garnet and Citrine. C South Sea Cultured Pearl, Genuine Peridot and Genuine Amethyst Earrings, 12mm, 14kt white, 14, 62, 44 $1,485 per pair. Mounting # D South Sea Cultured Pearl and Black and White Diamond Necklace, 12mm, 5/8 ct tw, 14kt white/black rhodium, 113, 184, 33, 18" $2,615. (Also available semi-mount) E. Customize the look with Stuller s amazing inventory of cultured pearls. South Sea, Golden South Sea, Tahitian, Akoya and Freshwater cultured pearls offer a wide assortment of price points from affordable to exquisite. F South Sea Cultured Pearl and Black and White Diamond Earrings, 11mm, 3/4 ct tw, 14kt white/black rhodium, 113, 184, 33 $3,085 per pair. (Also available semi-mount) G Mens Genuine Onyx Ring, 14kt white, 59 $735. H. Customize the look by offering your customers a unique gem of their choosing. Visit stuller.com for our full selection of loose gem options. (Shown above, Imitation Cat s Eye)

17 Sleek lines and bold black and white hues evoke high drama in these Art Deco-inspired, geometric pieces. To transform your sales with geometric jewelry styling, visit stuller.com today. M K L N P R S Q J Mens Square Cabochon Mounting, 1-10mm, 7.77 dwt, 7, 14kt yellow, $1,309. K Black and White Diamond Earrings, 1/4 ct tw, 14kt white, 184, 33 $869 per pair. L Black and White Diamond Ring, 1/5 ct tw, 14kt white, 184, 33 $1,059. M. CH911 Endless Fashion Chain, 60mm x 30.56mm, sterling silver, 60" $385. N Mens Black and White Diamond Ring, 3/4 ct tw, 14kt white, 184, 33 $1,555. P Genuine Onyx and Diamond Engagement Ring, 1/2 ct tw, 14kt white, 59, 109 $2, Diamond Matching Band, 1/10 ct tw, 14kt white, 109 $455. Q Genuine Onyx and Diamond Engagement Ring, 1/2 ct tw, 14kt white, 59, 109 $2, Diamond Matching Band, 1/10 ct tw, 14kt white, 109 $449. R Mens Genuine Onyx and Diamond Band, 1/4 ct tw, 14kt white, 59, 109 $1,355. S Genuine Lapis Earrings, 20mm x 6mm, 14kt yellow, 54 $315 per pair.

18 FA S H I O N Cozy up to Winter s Color Palette With colors from Phantasmagorical... MAGiCAL GeMS from PhANTASMAGORiCAL (l-r) paradise blue passion topaz diamond olive tourmaline bronze tourmaline olive tourmaline purple spinel onyx blue sapphire (l-r) Etruscan inspired ring mounting, shown set with color EnhancEd black diamonds, 1/2 ct tw, 14kt white, $1,249, mounting only $ VintagE design ring mounting shown set with genuine EnlighEnEd amethyst and g-h si1 diamonds, 1/3 ct tw, 14kt white, $1,509, mounting only $ antique-cut gemstone mounting ring, shown set with genuine green quartz a and g-h si2-si3 diamonds, 3/4 ct tw, 14kt white, $2,055, mounting only $605. The Phantasmagorical color trend of winter moves people to dream of the magical and the enchanted, as they seek protection from the outer elements. Deep hues and intricate design offer this desired solace. Phantasmagorical shades are mysterious and luxurious, with a palette that features urban hues, like Crocodile and Verbena Green, Aged Bronze, Victorian Mauve, Zinfandel Purple, Royal Plum, Navy, and Midnight Black. Phantasmagorical fashions promote a renewed sense of formality for the winter. Like the skyscrapers that began to dot city skylines in the early 1900s, designs featuring Phantasmagorical colors include strong geometric shapes, towering forms, and sleek lines. They also embrace the mystery of nature, incorporating iconic Victorian motifs and the fantasy aspects of Art Nouveau. To draw on the desire shoppers have for protection and armor, designers apply monochromatic color combinations to floral creations as well as designs that feature folded metals or intricate woven styles. Such fantastical fashions call for mystical jewelry, and gems like Purple Spinel, the colorshifting Alexandrite and Olive-hued Tourmaline are ideal fashion accessories that accentuate winter wardrobes. Victorian Mauve Royal Plum Cream Crocodile Verbena Green 18 the stuller standard OCtOBer 2009

19 FA S H I O N Consumer Consciousness Fantasy Victorian architecture Urban sprawl Superheroes Video graphics (above l-r) Multicolor and diamond ring, 1/6 ct tw, 14kt white, 55, 75, 77, 33 $1,119, semi-set $1, Genuine amethyst and diamond Ring, 18mm x 13mm, 1/4 ct tw, 14kt white 43, 110 $2, south sea Cultured Pearl and Black and White diamond necklace, 12mm, 5/8 ct tw, 14kt white/black rhodium, 3, 33, 113, $2,615 R45090 Journey of dreams pendant 27mm x 23.5mm, 14kt two-tone, 11 $1,555. IndIcates Item Is available via stuller studio. Incorporating Phantasmagorical into Your Store Talk with customers about which Phantasmagorical colors work best with their complexions. Steer fairs toward the cooler shades in the palette and those with warmer complexions toward the deep colors. (The more compliments they get from friends, the more new customers you ll see.) Display pieces of steel, bronze, or rusted metal beside your gems. These pieces of structure offer urban connections. Host a color class, reflecting on how Phantasmagorical colors find inspiration in architecture and modern culture. Invite the media for further free advertising. How Stuller Can Help Visit stuller.com for the latest designs reflective of the season. Encourage customization using the Showcase area of stuller. com to build a piece of jewelry that s original for your customer. Select beautifully crafted styles from our finished jewelry collection. Most designs are available on memo, helping you ensure your clients are satisfied. Phantasmagorical gems include Bronze, Olive and Green Tourmaline, Purple Spinel, Black Diamond or Moonstone, to name just a few. The magic awaits. DISPLAY YOUR WAY WITH CASE BY CASE. Request your 24-page flyer #819 to view all of our custom displays. additional items on display: south sea Cultured Pearl and diamond earrings, 11mm, 3/4 ct tw, 14kt white/black rhodium, 14, 184, 33 $3,085 per pair Freshwater Cultured White Pearl Rope, 8mm-8.5mm, $ Pendant Mounting shown set with Genuine sapphire aa Pink and si2-si3 diamonds, 3/4 ct tw, 14kt white $1,455. Mounting only $579. Aged Bronze Navy Slate Blue Zinfandel Purple Midnight Black OCTOBER 2009 We love our magazine, but stuller.com has today s pricing. Please visit us online for the most current information. ThE stuller standard 19

20 Mesmerizing Motion Swirls and pearls create illusions of movement as well as fascinating allure. Select one of these styles at stuller.com to make her next jewelry purchase a moving experience, or call K D E A B F H L M G C J A Gold Fashion Scroll Ring, 14kt yellow $895. B Scroll Ring for Mountings, 34-1mm, 5.84 dwt, 15, sterling silver $95. C. Design your own fashion statement! Select your style, pick your gem, and we will set it for you. Stuller Studio. (Shown above, Genuine Pink Sapphire) D Diamond Necklace, 1/6 ct tw, sterling silver, 33 $369. Mounting #84375, $95. E Diamond Pendant Mounting, shown set with mm I1 Round Diamond, 17-1mm I1 Round Diamond, 14kt white, available through Stuller Studio, $1,240. Mounting only, $655. F Diamond Ring, 3/8 ct tw, 14kt white, 33 $1,405. Mounting # G Diamond Engagement Set, 1/3 ct tw, 14kt two-tone, 109 $1, Matching Band, 14kt yellow, $185. H Diamond Engagement Semi Mount, 1/2 ct tw, 14kt white, 109 $1,349. (Shown with 1/2 ct round center, sold separately) Matching Band, 14kt white, $189. J. A rainbow assortment of loose gemstones awaits your selection at stuller.com. (Shown above, Pink Sapphire and Blue Sapphire) K Diamond Bracelet, 3/8 ct tw, sterling silver, 33 $1,119. L Diamond Engagement Semi Mount, 1/5 ct tw, 14kt white, 33 $619. (Shown with 5x5 Asscher-Cut Diamond, sold separately) Diamond Matching Band, 1/8 ct tw, 14kt white, 32 $465. Mounting # M Asscher-Cut Bridal Engagement Mounting, 1-5.5mm x 5.5mm, 38-1mm, 1.95 dwt 7, 14kt yellow, mounting only, $ Asscher-Cut Matching Band Mounting, 1-5.5mm x 5.5mm, 28-1mm, 1.33 dwt 7, 14kt yellow, mounting only, $245.

21 T W N U R X P Q S V Y N Freshwater White Cultured Pearl Necklace, 10mm-11mm, sterling silver, 39 18" $305. P Pearl Ring Mounting, shown set with AA Cultured Pearl, 5.5mm, mm I1 Round Diamond, 14kt yellow, available through Stuller Studio, $1,165. Q Pearl Mounting, 3-5.5mm, mm, 4.2 dwt 7, 14kt white, $705. R Pearl Ring Mounting, shown set with AA Cultured Pearl, 5mm, mm I1 Round Diamond, 14kt white, available through Stuller Studio, $1,455. S Pearl Ring Mounting, shown set with AA Cultured Pearl, 5mm, 14kt yellow, available through Stuller Studio, $969. Mounting only, $825. T. R42187 Tahitian Pearl Cross, 31.7mm x 29.44mm, 14kt yellow, 15 $179. (Shown with CH471, sold separately) U. R42188 Multicolor and Pearl Pendant, 44.5mm x 24.75mm, 14kt white, 61, 55, 48, 83, 103, 39 $175. (Shown with CH471, sold separately) V Freshwater Cultured Circle Pearl and Genuine Amethyst Earrings, 11mm-12mm, 14kt yellow, 39, 43 $735 per pair. Component #24108, 22927, 22942, W. R42186 Diamond and Freshwater Cultured Pearl Cross, 39mm x 24.75mm, 14kt white, 33, 39 $675. (Shown with CH471, sold separately) X Freshwater Cultured Pearl and Diamond Pendant,.05 ct tw, 14kt white, 110, 39 $269. (Shown with CH471, sold separately) Y Freshwater Cultured Pearl and Diamond Earrings,.08 ct tw, 14kt white, 110, 39 $375 per pair.

22 With Stuller Studio s new CAM services, profitably executing your CAD designs just became easier. Our new CAM services can handle your manufacturing, freeing you to focus on what really drives your profit designing and selling. Whether you work in Matrix, Rhino or other popular modeling programs, Stuller Studio can validate and process all common CAD formats, transforming your design from file to fully finished jewelry in just 6 to 8 business days. We'll even receive and set your stones if you wish. Don t forget Stuller Studio s new, lower setting pricing starting at 45 per stone. To learn more visit Not a CAD user yet? Interested in information on one of the jewelry industry s most popular CAD programs? Visit to learn how Gemvision s Matrix 6 can easily transform your store into the custom jewelry destination of choice in your area.

23 Sea Sprite Selling System PasPaley cultured south sea Pearls have never been so fashionable and price accessible! The Sea Sprite Collection, designed and crafted by Stuller, may be purchased as individual pieces or as a pre-merchandised Collection. To order, go to or call Sea Sprite Selling System with display, consumer brochures, counter cards, marketing guide and DVD with training video, $2,227.

24 Where Possibilities Never End Our inventory of mountings, findings, diamonds and gemstones offer you endless possibilities. Style and quality go hand in hand with our bridal fashion and finished jewelry. As always, orders are yours next day. Stuller. The beauty of it all.