Great Gifts at Great Prices Brooches Penned as Hot Fashion. Last Minute Treasures Order as late as December 23rd

December 2008 Great Gifts at Great Prices Brooches Penned as Hot Fashion We will close for Christmas Eve and Christmas Day We on will December close for 24th Christmas and 25th. Eve and Christmas Day on December 24th and December 25th. Last Minute Treasures Order as late as December 23rd

Say Yes to efficiency The award-winning Preform Sizing System lets you size up a ring in 2 minutes; no waste. Buy only what you need. Build strong joints with seamless fit. Order individual pieces in widths from 1mm to 5mm, precut to size a ring up from 1/2 to 3 1 /2 sizes. No minimum order. Also available in kits and bulk stock. Stuller, the beauty of it all. the stuller standard www.stuller.com december 2008

C O N T E N T S contents D E C E M B E R 2 0 0 8 I s s u e # 8 0 0 Stuller & Industry News 6 tasty treats gingerbread snowflakes 7 hot styling sea life with diamonds & gemstones 7 vision awards call for entries 8/9 fiery holiday brillance antique diamond styling 10 what s new silhouette bridal features 14 Sparkle Sparkle Everywhere 11 last minute picks under $100 12-15 savvy style selections price-pointed Christmas sellers 18 Red Box Diamonds holiday specials 19 Black Box Gemstones holiday specials 20 diamond facets courting baby boomers trends & fashion 21 alternative gold band lightweight luxecor 22 stuller studio explore the benefits 23 platinum showoffs free PGI store signage at the bench 2b 4b 6b 7b 7b 8b holiday package wrapping up Christmas more tasty treats worth waiting all year new lobster kit lightweight, durable, affordable custom designs your creative bench designs stocking up january repair season approaches luxury backing look good coming & going On our cover: Rings 65589 and 62191, Earrings 61225, and Bracelet 63555. 6b Lightweight Lobster Clasps Now Available in Kits Check out www.stuller.com for pricing, information & 24/7 availability DECEMBER 2008 We love our magazine, but stuller.com has today s pricing. Please visit us online for the most current information. www.stuller.com the stuller standard

Eliminate Holiday Stress with stuller.com During your busiest season, stuller.com saves time and reduces stress. New products are added daily. Virtual Showroom. Check pricing & availability, 24/7. Place Orders accurately and completely with ease. Order Scheduling automatically submits your order before your cutoff time. Package Consolidation. Multiple orders in one package with one shipping charge. Stuller Studio. Have us build custom jewelry to your customer s specs, delivered in 3-5 working days. Live, Text-based Chat available to help you Monday through Friday, 9am to 6pm. FedEx and UPS tracking available. the stuller standard www.stuller.com december 2008

E D I T O R I A L notes from Matt JEWELRY customers want value this season. Now is the time that you expect your suppliers to step up with ways to support you during the holidays. We thought what better way than to remind you of the ways we make it easy for you to be profitable! Online Virtual Showroom: Set up the virtual showroom at stuller.com with your markups, and you may guide your customer to create their perfect piece of jewelry through Stuller Studio! Your customer can wear it home in three to five working days. Clean Scrap: Our clean scrap return program provides you with a vehicle to convert clean scrap and outdated inventory into fresh beautiful jewelry for your customer! Red Box Diamond Tradeup: You have the opportunity to trade in a Red Box Diamond for a more expensive one and get credit for the one you return, protecting the value of your investment. 3-day memo on finished jewelry items: Order a piece of finished jewelry and show to the customer for days before your account is charged. Master Alloy Selling Systems: Display a wide range of jewelry products without the risks of karat gold. Order from our just-in-time inventory, and your customer wears it home the next day! Print & Television Marketing: Advertising made fast, easy and affordable. TV and print ad materials, available on the Marketing Services tab at stuller.com, can be customized to your needs at a lower price than it would cost you to do it all yourself. We want to be your supplier of choice, the one who always has a way to help you to say yes to your customer. Merry Christmas from the Stuller team. matthew g. stuller, sr. CHAIRMAN & CEO CEO AND CHAIRMAN Matthew G. Stuller, Sr. president/coo Dr. Chuck Lein EXEC. VP, MERCHANDISING & Marketing Harold Dupuy, G.G. EXEC. director, marketing services Kerry Hand editor in chief Miriam Werquin stullerstandard@stuller.com staff contributing writers Keri Barousse Lori Carter, Mgr. Leslie Dumatrait, D&G Asst. Marketing Manager Ramona Gautreaux, D&G Marketing Director Sarah Bradshaw Susan Kiefer design Jacqui Cheramie, Director stuller standard online Trenton Bolfer, Mgr. Ron Domingue Kim Thibodeaux, Mgr. info@stuller.com contact us stullerstandard@ stuller.com www.stuller.com Stuller Standard Magazine P.O. Box 87777 Lafayette, LA 70598-7777 800.877.7777 337.262.7785 fax photography Frank Centrilla, Sr. Photographer Maggie Hidalgo Noelle White, Photographer Marie Vest production Maureen Benjamin Lori Bouillion Leslie Dumatrait Shannon Guidry, Mgr. Missy Kruger Brenda Landry, Mgr. Yolanda Laviolette Robert Lawson Stephanie Pellerin Kisha Thompson contributing writers Claudia Rose Nancy Pier Sindt 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 Sandi Segura, Packaging & Display Virginia Stuller, Stuller Pearls Kelly Tauzin, Gemstones Jim Wright, Findings Jodi Venable, Tools Xathena Carter, Diamonds editorial advisory board Linus Cortez, EVP, Finance Bob Cox, EVP, Sales Jay Jackson, EVP, Logistics Jack McKay, EVP, IT Chuck Bowman, BVP, Mountings Elizabeth Brehmer, BVP, Findings Michael Clarke, BVP, Finished Jewelry Joe Orlando, BVP, Gemstones J.P. Walrond, BVP, Bridal Jewelry Darrell Warren, BVP, Tools & Supplies/Metals Stanley Zale, BVP, Diamonds 2008, Stuller, Inc. All rights reserved. DECEMBER 2008 Stuller, Inc. is a Diamond Trading Company (DTC) Sightholder. www.stuller.com the stuller standard

C ATA L O G R E S O U R C E S Holiday Recipes Reminiscent of yesteryear s sweet tooth! Each Christmas, you get a sneak peak at the recipes that Stuller employees cook during the year (or maybe just during the holidays). This year, we present you with delicious holiday recipes you are sure to enjoy. The gingerbread recipe on this page was used by Yolanda Laviolette to create the delectable cookies you see in the background of many of our product pages in this issue. You can see more recipes on page 4b of the bench side of this month s Stuller Standard magazine. Happy holidays from the teams at Stuller. Basic Gingerbread Cookies INGREDIENTS 6 cups all-purpose flour 1 teaspoon baking soda 1 /2 teaspoon baking powder 1 /2 pound (2 sticks) unsalted butter, room temperature 1 cup dark-brown sugar, packed 4 teaspoons ground ginger 4 teaspoons ground cinnamon 1 1 /2 teaspoons ground cloves 1 teaspoon finely ground black pepper 1 1 /2 teaspoons salt 2 large eggs 1 cup unsulfured molasses Icing DIRECTIONS In a large bowl, sift together flour, baking soda, and baking powder. Set aside. In the bowl of an electric mixer fitted with the paddle attachment, cream butter and sugar until fluffy. Mix in spices and salt, then eggs and molasses. Add flour mixture; combine on low speed. Divide dough in thirds, and wrap in plastic. Chill for at least 1 hour. Heat oven to 350. Line baking sheets with Silpats (a French nonstick baking mat). Set aside. On a lightly floured work surface, roll dough 1 /8-inch thick. Cut into gingerbread shapes. Transfer to prepared baking sheets. Bake until crisp, but not darkened for about 20 minutes. Let cookies cool on wire racks. Decorate with your favorite icing. Makes about 48, 3 stars or snowflakes. Adapted from Martha Stewart Living. Catalog Resources Catalog Resources Holiday Operating Hours Mark your calendar now We want to provide you with the most access to Stuller products and services as we approach the busiest time of the year for most jewelers. The following are our operating hours from Thanksgiving through Christmas. Saturdays 10am-3pm on 11/29, 12/6 and 12/13 10am-4pm on 12/20 Monday through Friday Beginning 12/1 through 12/23, we will be available to take your orders from 8am 6:30pm Central Standard Time. Closures We will be closed on Christmas Eve (12/24) and Christmas Day (12/25) to allow our employees to spend time with their families. We will return to normal operating hours on 12/26, closing once more on 1/1/09 to observe the New Year s Day holiday. Saturday Shipping delivery surcharges Rates remain unchanged from 2007 Each year between Thanksgiving and Christmas, UPS and Federal Express attach package delivery surcharges on items to be delivered on Saturdays. Fedex s surcharge will be $6.25, plus the regular shipping charge. UPS will charge the normal daily shipping charge, plus a surcharge of $6.00 per package for Saturday deliveries. Both carriers have waived the normal Saturday pick-up charge for the Christmas season. Please make a note of these charges. the stuller standard www.stuller.com december 2008

S T U L L E R N E W S Brooches In Vogue Face of Fashion s Forefront No longer constrained by fashion strictly to the shoulder or lapel, brooches help the owner express their personality, often appearing together on the same outfit, attached to purses or hanging from chains at the waistline. For the accessory wearer who likes having versatility in their jewelry fashion, these beautiful brooches convert easily to pendants to catch the eye of fashion watchers everywhere. For more information on these convertible brooch/pendants, go to stuller.com or call 800.877.7777. 66565 66589 Scholarships Available Enables JA Bench Jeweler Certification Jewelers of America (JA) is encouraging jewelers in select southern states to take advantage of the special JA Bench Jeweler Certification scholarship fund established by wholesale supplier Southeastern Findings Inc. in early 2008. The JA Bench Jeweler Certification program open to all bench jewelers evaluates a bench jeweler s talent based on set industry standards. While Jewelers of America has awarded three of the program s $750 scholarships, there are still seven scholarships available for three levels of JA Bench Jeweler Certification: JA Certified Bench Jeweler (CBJ), JA Certified Senior Bench Jeweler (CSBJ) and JA Certified Master Bench Jeweler (CMBJ). The Scholarship is available to jewelers located in Georgia, Florida, Tennessee, North Carolina, Virginia and Kentucky; one additional scholarship is open to a jeweler from any other state. Bench jewelers in these states, who have yet to earn certification or are interested in advancing their current JA Bench Jeweler Certification level, should visit the Jewelers of America homepage (www.jewelers.org) to download a scholarship application. The scholarships are awarded in the order they are received; all scholarship applicants must meet current JA Bench Jeweler Certification guidelines. To inquire about partnering with JA in sponsorship opportunities, or to learn more about the JA Bench Jeweler Certification program, email Director of Education David Peters at davidpeters@jewelers. org or call 310-287-1161. For more information about Jewelers of America, visit www.jewelers.org. 2009 Vision Awards Honor Designers Entries accepted Each year, Manufacturing Jewelers & Suppliers of America (MJSA) recognizes the talent and innovation of designers whose work will have a profound influence on the future of jewelry design through its annual Vision Awards design competition, for which it is now accepting entries. The 2009 awards will feature The Reactive Metals Challenge, through Jan. 15 which will honor professional designs that incorporate the use of reactive metals. The first 10 entrants will have their $50 competition entry fees waived, courtesy of Reactive Metals Studio, if their design submissions meet the challenge s criteria. The winner will receive a $500 cash prize. Other award winners will receive up to $1,000 and will be honored on March 8, 2009, at the annual MJSA Expo New York show. In addition, winners will receive recognition in MJSA Journal, as well as other trade publications, and on MJSA Online. In addition to the overall Professional and Student Awards, all eligible professional entries may qualify for Distinction Awards, which include Enamel Distinction, sponsored by Rio Grande, Laser Distinction, sponsored by Crafford LaserStar Technologies Corp., Mokumé-gane Distinction, co-sponsored by Shining Wave Metals and Reactive Metals Studio, Palladium Distinction, sponsored by Hoover & Strong, and Platinum Distinction, sponsored by Platinum Guild International. Entries must be postmarked by Jan. 15, 2009. For submission guidelines and further information, or to request an entry form, contact MJSA Vision Awards at 1-800-444-6572, e-mail info@mjsa.org, or visit mjsa.org. DECEMBER 2008 www.stuller.com the stuller standard

FA S H I O N Creating Holiday Magic In the 2008 holiday season, there is but one certainty... DELICATE SWIRLS. BROOCH 64157 dangling beauties. (top) 63553 & 61552 DAZZLING style. BAND 63965 Friends, family and tradition will be the most important concerns in most people s lives. After all the experts have had their say, consumers are still going to go out and buy gifts for the ones they love. If some have less to spend this time, so be it, but Christmas is by far the most important holiday of the year for giving, sharing and remembering. Market professionals predict that the strongest overall trend for holiday purchases will be items of tangible and enduring value, such as fine jewelry. Regardless of what they have to spend, people will be looking for handcrafted jewelry of a quality high enough to become generational jewelry. Don t be surprised to see gold and diamond jewelry at the top of the list, particularly pavé diamond designs, which continue to be important. The pieces do not necessarily have to be large or multi-carated; By Nancy Pier Sindt most will be moderate in size and total weight. In addition to the beauty and sentiment implied by a gift of diamond jewelry, critical selling features include the artisan skills that go into producing the piece and time it takes to set large numbers of diamonds at a high level of detail over a large surface area. These factors add tremendous value to the jewelry, while still keeping it affordable. Be sure to encourage your customers to look at the backs of the pieces as well in order to appreciate the impeccable workmanship and quality construction. Overall, the best-selling designs this season will be fresh takes on familiar themes. For example, there will be a marked return to tradition in both styling and selection. The gentle elegance of Victorian times continues to strike the right chord with many shoppers. Look for delicate earrings and rings in white gold with graceful scalloped, fluted, beaded the stuller standard www.stuller.com december 2008

FA S H I O N DIamOND hearts. diamond fashion Band 63297 and lace-like motifs. One of the most notable items in the Victorian period was the brooch, pinned on dresses and coats even worn in the hair. This season s newest brooches range from classic circles and bars to more elaborate designs with cutout and openwork details. Sure to please the discriminating woman is jewelry with whimsical elements such as earrings or pendants with shimmering diamond drops, romantic motifs like hearts, butterflies, flowers and bows. If her taste runs to classic designs, choose a delicate white gold chain dotted with stations of tiny diamonds, or a link bracelet in which each link is accented with pavé. Modified geometric shapes, including soft-sided squares, delicate ovals and teardrops bring traditional elements to contemporary designs. Look for earrings, pendants and rings with that feature interlocking designs or repeating motifs. For many retailers, the holiday season is a time when decorative wedding bands and anniversary rings are in high demand. Christmas and Valentine s Day are the most sentimental times of the year and many couples will be celebrating their wedding anniversaries. What better way to commemorate a happy marriage than renewing vows or buying that special anniversary ring? The best styles this year are shimmering all-diamond designs that range from allover diamond pavé to wide bands with intricate geometric and floral patterns encrusted with diamonds. Finally, this year, it will be more important than ever to set the right festive, nostalgic mood for the holidays. For most of us, Christmas is a magic time, filled with memories: the sights and smells and sounds remembered from childhood. That s why we ve selected the reminders of ginger cookies, candy canes and snowflakes for these pages. If you really want to get your customers into the holiday spirit, be sure to try a few of the recipes in this issue and bring the delicious results into the store! DIamOND heaven. ChandEliER EaRRinGs 64291. teardrop necklace 64976. teardrop EaRRinGs 64975. ribbons and BOws. diamond fashion Band 63307 wrist BlINg. GEOMEtRiC BRaCElEt 64161 december 2008 We love our magazine, but stuller.com has today s pricing. Please visit us online for the most current information. www.stuller.com the stuller standard 9

W H AT S N E W & H O T New Silhouette Bridal Silhouette by Stuller is a collection of highly-styled, two-tone patterned engagements and bands. The two levels of the patterning are off-center, with the pattern evident in yellow gold and the top pattern showing off diamonds in white gold. B A Silhouette Engagements This unusual styling for engagement and wedding bands is part of our quest to bring you some of the most fashionable product available for your customer. To order, go to stuller.com, or call 800.877.7777. Engagements C A. 66696 Diamond Semi Set Engagement Ring, 1 /3 ct tw, 14k two-tone, 30 $1,142. (Shown with 1 ct Round center, sold separately.) 66696 Matching Diamond Band, 1 /6 ct tw, 14kt two-tone, 30 $624. B. 66697 Diamond Semi Set Engagement Ring, 1 /2 ct tw, 14kt two-tone, 30 $1,519. (Shown with 1 /2 ct Round center, sold separately.) C. 66698 Diamond Semi Set Engagement Ring, 1 /2 ct tw, 14k white, 30 $1,452. (Shown with 3 /4 ct Princess center, sold separately.) 66698 Matching Band, 14tk yellow, $205. Silhouette Bridal Bands E G D F Bands D. 66712 Diamond Anniversary Band, 3 /4 ct tw, 14k two-tone, 30 $2,672. H E. 66713 Diamond Anniversary Band, 1 /3 ct tw, 14k two-tone, 30 $1,421. F. 66714 Diamond Anniversary Band, 1 /2 ct tw, 14k two-tone, 30 $1,828. G. 66715 Diamond Anniversary Band, 1 /4 ct tw, 14k two-tone, 30 $1,069. H. 66716 Diamond Anniversary Band, 1 /4 ct tw, 14k two-tone, 30 $1,220. 10 THE STULLER STANDARD www.stuller.com DECEMBER 2008

FA S H I O N S P O T Great Gifts Under $100*! R45120 My Beautiful Child Heart Pendant with Chain, 20.75mm x 20.25mm, sterling silver, $73. Selectively chosen cubic zirconia s in round and briolette shapes set in sterling silver reflect remarkable prices. 66478 Cubic Zirconia Necklace, sterling silver, 8, 16 $33 66479 Cubic Zirconia Earrings, sterling silver, 8 $27 per pair. These fashion-friendly bracelets can be worn individually or as stackables for added fashionability. BRC376, Bangle Bracelet, 1.75mm, sterling silver $34 BRC375, Bangle Bracelet, 1.75mm, sterling silver $34 BRC382, Bangle Bracelet, 1.5mm, sterling silver, $30 BRC258, Fashion Bracelet, with 6.5mm Balls, sterling silver $73. 23080 Money Clip, 52.25mm x 19.5mm, sterling silver $83 23067 Golf Key Ring, 36.5mm x 37.5mm, sterling silver, $71. 66616 Freshwater Chocolate Cultured Pearl Triple Strand Bracelet, 8-9mm, sterling silver, 170, 7 $86 66628 Freshwater Chocolate Cultured Pearl Earrings, 9mm -9.5mm, 14kt yellow, 170 $87 per pair. Theses are great last-minute stocking stuffers for everyone on your Christmas list. 66363 Freshwater Cultured Black Coin Pearl Necklace, 12mm - 13mm, sterling silver, 171, 7 1 /2 $32, 171, 18 $58 66362 Freshwater Cultured Black Coin Pearl Earrings, 12mm - 13mm, sterling silver, 171 $19 per pair. * Suggested Retail Price at Triple Key DECEMBER 2008 We love our magazine, but stuller.com has today s pricing. Please visit us online for the most current information. www.stuller.com the stuller standard 11

Great Gifts Under $250 L. M. A. J., K. N. B. P. GIFTS UNDER $250 AD G. F. H. C. D. C. E. A. 69156 Fleur-de-Lis Pendant on 18, sterling silver, Snake Chain, 28.25mm x 22mm, sterling silver/14kt yellow, $216. Mounting # 84285 B. R45122 Butterfly Ballet Pendant, 20mm x 19mm, 14kt yellow, $146. (Shown with CH12, sold separately.) C. 65874 Genuine Onyx and CZ Ring, sterling silver, 59, 8 $123. (Matching earrings 65871) D. 65869 Genuine Onyx and CZ Necklace, 59, 8 $126. (Matching earrings 65871) E. 50779 Fleur-de-Lis Ring, 17mm, sterling silver/14kt yellow, $110. F. 66560 Genuine Onyx and Mother of Pearl Cuff Links, 13mm x 18mm, sterling silver, 59, 116 $175 per pair. G. 66557 Genuine Carnelian, Onyx and Mother of Pearl Cuff Links, 13mm x 18mm, sterling silver, 179, 59, 116 $167 per pair. H. 66561 Genuine Onyx and Mother of Pearl Cuff Links, Longevity 16mm, sterling silver, 59, 116 $171 per pair. J. 64713 Freshwater Cultured White Pearl Rope, 8mm - 8.5mm, 39 72, $240. K. 64714 Freshwater Cultured Black Pearl Rope, 8mm - 8.5mm, 40 72, $240. L. BRC366 Men s Bracelet, titanium/rubber, 8.½ $117. M. 9764 Gents Fashion Ring, 10mm, sterling silver/ rubber, size 11 $154. N. 84284 Fleur-de-Lis Earrings, sterling silver/14kt yellow, $156 per pair. P. 84141 Starfish Brooch, 62.25mm x 47.25mm, sterling silver, $110. 12 the stuller standard www.stuller.com december 2008

Great Gifts Under $500 A. B. C. G. F. D. E. H. N. R. M. J. P. Q. L. S. K. T. A. 66129 Diamond Heart Necklace,.04 ct tw, 14kt yellow/rhodium plated, 33 $451. G. 66659 Freshwater White Cultured Pearl Necklace, 10mm-11mm, sterling silver, 39,18, $393. N. 69157 Diamond Pendant on 18 Diamond-Cut Cable Chain,.05 ct tw, 14kt white, 33 $373. B. 67052 Cubic Zirconia Pendant on 18 Rope Chain, sterling silver/14kt yellow, 9 $330. Mounting #83809 C. 66634 Genuine Madeira Citrine & Citrine Ring, 9mm x 7mm, 6mm x 4mm, 14kt yellow, 105, 48 $435. D. 66366 Diamond Ring,.06 ct tw, 14kt yellow, 33 $395. (Three shown as stackables. Matching bracelet 66367, matching earring 66368.) E. 66658 Freshwater Multi-Color Cultured Pearl Necklace, 10mm-11mm, sterling silver, 39, 140,18, $393. F. 66660 Freshwater Black Cultured Pearl Necklace 10mm-11mm, sterling silver, 40, 18 $393. H. 66643 Genuine Onyx Earrings, 9mm x 7mm, 5mm, 14kt yellow/sterling silver, 59 $439 per pair. (Matching necklace 66656 & matching cuff links 66594.) J. 66641 Genuine Checkerboard Honey Citrine Ring, 18mm x 13mm, sterling silver, 181 $352. K. 66747 Genuine Checkerboard Swiss Blue Topaz Ring, 10mmx10mm, 14kt yellow/sterling silver, 77 $499. L. 65411 Tahitian Cultured Pearl Bracelet, 10mm, sterling silver/14kt yellow, 10mm,157 $438 M. R16890 Nativity Bracelet, 7½, sterling silver, $318. P. 63931 Genuine Sapphire and Diamond Anniversary Band, 2.5mm,.05 ct tw, 14kt white, 67, 30 $486 Q. 65581 Diamond Anniversary Band,.50 ct tw, 14kt white, 30 $320. R. 66412 Diamond Necklace,.08 ct tw, 14kt white, 33 $457. Mounting # 84152 S. 64575 Genuine Swiss Blue Topaz and Diamond Earrings, 10x7mm,.025 CT TW, 14kt white, 77, 33 $371 per pair (Matching pendant 64573) T. 64629 Genuine Sapphire Anniversary Band, 2.3mm, 14kt white, 67,size 7 $387. Suggested Retail Price at Triple Key. DECEMBER 2008 We love our magazine, but stuller.com has today s pricing. Please visit us online for the most current information. www.stuller.com the stuller standard 13

Great Gifts Under $750 A. H. C. B. G. D. E. F. J. P. Q. K. L. M. N. R. A. 69159 Paspaley South Sea Cultured Pearl, Genuine Citrine and Mozambique Garnet Necklace, 12mm, 5mm, 8mm x 6mm, 14kt yellow, 14, 49, 58, 16 $735. Mounting # 83821. B. 66314 Genuine Checkerboard Smoky Quartz and Diamond Ring, 12mm x 10mm, ¹/6 ct tw, 14kt yellow, 126, 33 $749. C. 69160 Genuine Checkerboard Green Quartz and Diamond Pendant on 18 Olive Green Leather Cord, 12mm x 12mm,.04 ct tw, sterling silver/14kt yellow, 180, 33, $672. Mounting # 84296. D. 66638 Genuine Smoky Quartz and Mother of Pearl Ring, 14kt yellow, 126, 116 $676. E. 9601 Gents signet ring, 12mm, 14kt yellow, $717. F. CH883 Marine Link Chain, 16 mm width, sterling silver, 18, $639. G. CH876 Bead Necklace, 16mm width, sterling silver, 20, $640. H. CH647 Curb chain, 6.25mm width, 14kt yellow, 8 $515. J. 60214 Diamond Anniversary Band, ¹/6 ct tw, 14kt yellow, 32 $573. Mounting # 4401. K. 63015 Diamond Anniversary Band, ¹/5 ct tw, 14kt yellow, 30 $ 678. L. 69158 Journey Diamond Heart Pendant on 18 Diamond-Cut Cable Chain, ¹/5 ct tw, 14kt yellow, 33 $718. Mounting # 83587 M. 66368 Diamond Earrings,.08 ct tw, 14kt yellow, 33 $612 per pair. Matching bracelet 66367, (Matching ring 66366.) N. R42147D Diamond Cross Necklace,.085 ct tw, 14kt white, 30 16 $523. P. 64632 Genuine Blue Sapphire & Diamond Anniversary Band, ¹/10 ct tw, 14kt white 67, 30 size 7, $ 611. Q. 66361 Diamond Semi-Set Engagement Ring, ¹/5 ct tw, 14kt white, 30 $599. Mounting # 121513. (5mm x 5mm princess center sold separately.) R. 66370 Created Moissanite 3-Prong Earring, 5mm (1 ct tw), 14kt white, 1 $709 per pair. Component # 23578 14 the stuller standard www.stuller.com Suggested retail price based on $900 gold market. december 2008

Great Gifts Under $1,000 B. F. A. H. D. E. C. G. J. L. M. P. Q. K. R. S. N. A. 63264 Created Moissanite Pendant with 6.5mm (1 ct) created moissanite, 14kt white, 1 $907. (Shown with CH12, sold separately.) Component # 330 B. 64162 Diamond Necklace,¹/4 ct tw, 14kt white, 33 $875. C. 63961 Diamond Anniversary Band, ¹/5 ct tw, 14kt white, 30 $984. D. 64758 Diamond Semi-Set Engagement Ring, ¼ ct tw, 14kt white, 30 $ 907. (¾ ct center sold separately) E. 66418 Diamond Earrings, 3/8 ct tw, 14kt white, 33 $940 per pair. (Also available in ¾ ct tw and 2 ct tw.) Component # 24089 G. 66572 Genuine Checkerboard Green Quartz and Diamond Ring, 12mm x 12mm, ¹/10 ct tw, 180, 33 14kt yellow/sterling silver, $803. Mounting # 71439. H. 66640 Genuine Checkerboard Amethyst Ring, 18mm x 13mm, sterling silver/14kt yellow, 43 $772. J. 66731 Genuine Ametrine and Diamond Ring, 12mm x 10mm, ¹/6 ct tw, 14kt yellow, 178, 33 $988. Semi-set # 66287. K. 66777 Created Moissanite Ring,.95 ct tw, sterling/14kt rose, 1 $973 Mounting # 121526 L. R45070 Tender Touch Pendant, 19.25mm x 21.25mm, 14kt tri-color, 110 $770. (Shown with CH12, sold separately.) N. 84266 Dolphin Brooch, 69.25mm x 17mm, 14kt yellow, $878. P. 66733 Genuine Smoky Quartz and Diamond Ring, 9mm, ¹/5 ct tw, 14kt white, 126, 33 $804. Semi-set # 64559. Q. 65666 Genuine Amethyst & Diamond Heart Ring, 12X12mm, 1/6 CT TW, 43, 33 14kt white, $840 R. 66735 Genuine Onyx and Diamond Ring, 24.9mm x 12.19mm, ¹/5 ct tw, 14kt white, 59, 33 $993. (Matching earrings 66737, Matching pendant 66736) S. 66732 Genuine Checkerboard Smoky Quartz, Peridot, Citrine and Diamond Ring, 6mm x 6mm, ¹/6 ct tw, 14kt white, 126, 61, 48, 33 $999. Semi-set # 66287. F. 66574 Genuine Checkerboard Green Quartz and M. R45091 Journey of Marriage Pendant, Diamond Earrings, 10mm x 10mm,.06 ct tw, 28mm x 13mm, 14kt two tone, 110, $878 sterling silver/14kt yellow, 180, 33 $855 per pair. (Shown with CH519, sold separately.) Mounting # 84295. Suggested Retail Price at Triple Key. DECEMBER 2008 We love our magazine, but stuller.com has today s pricing. Please visit us online for the most current information. www.stuller.com the stuller standard 15

Great Gifts Under $2,500 D. A. B. C. E. J. L. H. P. N. G. K. M. F. A. 66541 Genuine Lemon Quartz & Diamond Ring, 10mm x 10mm, ½ ct tw, 14kt white, $2,996. Mounting # 71434. B. 66603 Double-Sided Checkerboard Genuine Amethyst, Swiss Blue Topaz, Citrine, Rhodolite Garnet and Peridot, 38 Necklace, sterling silver/ 14kt yellow, 43, 77, 48, 63, 61 $1,194. (Matching earrings 66529.) C. 9763 Gent s Signet Ring, 16.5mm, 14kt yellow, $1,137. D. 84126 Fleur-de-Lis Cuff Links, 16.25mm x 14.75mm, 14kt yellow, $1,142 per pair. E. 69072 Chain Slide on 18 Omega Chain, 14kt two tone, 1,691. F. 66709 Diamond Engagement Ring, ½ ct tw, 14kt white, 34 $1,785. G. 69161 Journey Diamond Pendant on 18 Diamond-Cut Cable Chain, ½ ct tw, 14kt white, 33 $1,391. Also available in 14kt yellow. H. 66414 Diamond Necklace, ¼ ct tw, 14kt white, 33 $1,097. Mounting # 84157 J. 69131 Created Moissanite earrings, 17/8 ct tw, 14ky white $1,605 K. 63021 Diamond Semi-Set Engagement Base, ½ ct tw, 14kt white, 30 $2,100. (Shown with 1 ct head #321, sold separately.) L. 65295 Near Round Tahitian Pearl, Cultured Pearl and Diamond Earrings, 10mm, ¹/8 ct tw, 14kt white, 143, 110 $2,276 per pair. (Also available semi-set 65026.) M. 65133 Round/Near Round Tahitian Cultured Pearl and Diamond Ring, 14kt white, 9mm,⁵/8 ct tw, 143, 110 $2,222. P. 65775 Circlé Pearl and Diamond Necklace, 11mm, ¾ ct tw, 14kt white, 113, 33, 21 $2,422. N. 65774 Circlé Pearl and Diamond Earring, 11mm, ¹/3 ct tw, 14kt white, 113, 33, 21 $1,509 per pair. 16 the stuller standard www.stuller.com december 2008

Great Gifts Under $5,000 A. F. G. D. E. B. J. C. H. K. M. L. N. P. A. 64954 Diamond Necklace, 1½ ct tw, 14kt white, 33 $4,155. B. 64049 Diamond Anniversary Band, 1 ct tw, 14kt white, 30,21 $3,002. C. 22072 Diamond Earrings, 1 ¾ ct tw, 18kt white, 30 $5,664 per pair. (Also available in 1¹/6 ct tw and 1 ½ ct tw.) D. 61233 Diamond Bangle Bracelet, 1½ ct tw, 14kt white, 33 $3,940. E. 61326 Diamond Semi-Set Engagement Base, 7/8 ct tw, 14kt white, 30,34, $2,779 (Shown with 2 ct. #321 head sold separately) F. 63054 Diamond Three-Stone Engagement Ring, 1 ¹/5 ct tw, 14kt white, 30 $4,933. G. 66516 Created Moisanite and Diamond Necklace with 8mm x 6mm (1 ½ ct) created moissanite and ¼ ct tw diamonds, 14kt white, 1, 110 $3,127. Mounting # 83077. H. 65589 Diamond Anniversary Band, 11/3 ct tw, 14kt white, 30 $3,815. J. 65792 Created Moissanite Bracelet with 2.5mm (3 ¹/8 ct tw) created moissanite, 14kt white, 1 $3,322. K. 66595 Genuine Madeira Citrine, Amethyst, Peridot and Pink Tourmaline, Necklace, 14kt yellow, 105, 48, 43, 61, 83 17 $4,575. (Matching earrings 66596) L. R41601P Genuine Cab Garnet, Diamond and Cultured Pearl Cross Pendant on 18 Rope Chain, 8mm x 6mm, ½ ct tw, 6.5mm, 14kt yellow, 58, 30, 16 $2,743. M. CH588 Handmade Fancy Link Chain, 15.75mm, 14kt yellow, 7½ $2,775. N. CH846 Fancy Link Chain, 14.5mm, 14kt yellow, 7 $2,857. P. 66298 Paspaley South Sea Cultured Circlé Pearls and Genuine Peridot, Amethyst, Citrine, Coral and Turquoise Charm Bracelet, 11mm, 6mm, 7mm x 5mm, 5mm, 14kt yellow, 14, 62, 44, 49, 119, 137 $2,807. Suggested Retail Price at Triple Key. DECEMBER 2008 We love our magazine, but stuller.com has today s pricing. Please visit us online for the most current information. www.stuller.com the stuller standard 17

A B O U T D I A M O N D S trust, confidence & security Essentials during the Holiday Season! during this hectic time of year, having a trusted source for your diamond and gemstone needs is essential. Here are a few of our favorite reasons to Say Yes to loose diamonds and gemstones from Stuller this holiday season: By using Stuller as your just-in-time diamond and gemstone supplier you minimize your inventory investment, which means you make more money. With 24/7 access to Stuller.com you have immediate entrée into a virtual vault of Red Box Diamonds and Black Box Gemstones. By utilizing the Showcase feature, you can add your markup and display diamond and gemstone information as though it were your own. Your customers will be impressed with the breadth and depth of inventory you have to offer. We work hard to have what you need when you need it. Our selection of loose diamonds and gemstones gives you the products you need all delivered with the speed, accuracy and level of service you have come to expect. The Beauty of it all this holiday season is the trust, confidence and security you can count on when you buy loose diamonds and gemstones from Stuller. Red Box Diamonds at Tremendous Savings! Serial Shape Clarity Color Wgt. Sale/CT % off RAP 75924* AS VVS1 E.42 $1,780 46.06% 75924* AS VVS1 E.42 $1,780 46.06% 67595** AS VS2 D.52 $2,100 40.00% 67505** AS VVS1 G.70 $2,695 46.01% 67513** AS VVS1 G.70 $3,000 40.00% 59985* AS VVS2 K.70 $1,345 46.20% 59994* AS VS1 J.72 $1,510 46.07% 54332** AS VVS1 G.72 $3,000 40.00% 59984* AS VS1 H.73 $2,400 40.00% 67529* AS VS1 J.73 $1,680 40.00% 105684* AS VS1 K.74 $1,400 41.67% 54339* AS VS1 K.74 $1,200 46.25% 54340* AS VS2 K.76 $1,240 46.09% 105685* AS VS1 K.80 $1,400 41.67% 75683* AS VS1 I.90 $2,320 46.05% 75595** AS VVS2 D.90 $4,020 40.00% 76033** AS SI1 F 1.00 $3,360 40.00% 76026** AS VS2 D 1.01 $4,200 40.00% 76007** AS SI1 E 2.03 $6,600 40.00% 121129** AS VS1 E 4.02 $21,815 46.00% 102899** CU VS2 J 3.01 $5,382 40.86% 70519*** CU VS1 H 3.02 $7,205 55.52% 95932*** CU VS2 G 3.12 $10,380 40.00% 95966*** CU SI2 G 4.01 $7,650 41.15% 111335*** CU VS1 K 5.68 $6,740 53.19% 121246* EC VVS2 J.39 $860 49.41% 123404* EC SI2 L.52 $525 59.62% 125880** EC VS1 I.67 $1,400 41.67% 68162** EC VVS1 G.77 $3,000 40.00% 71476** EC VVS1 D.94 $3,775 46.07% 10711* EC VVS1 G 1.01 $3,925 47.67% 62363** EC VS1 G 1.55 $5,160 40.00% Red Box Diamonds at Tremendous Savings! Serial Shape Clarity Color Wgt. Sale/CT % off RAP 112696* OV VS1 G.40 $1,385 42.92% 112694* OV VS1 G.42 $1,385 42.29% 112695* OV VS1 G.44 $1,385 42.92% 85907** OV VS1 I.48 $1,130 40.53% 85631** OV VS1 J.65 $1,080 46.00% 115790* OV VS1 K 1.50 $2,265 46.07% 65482*** OV SI2 H 2.02 $3,710 43.79% 123391* PS SI3 J.38 $645 41.36% 86651** PS VS2 D.70 $2,940 40.00% 85741** PS VVS2 H.70 $2,320 46.05% 86046** PS VS1 G.71 $2,480 42.33% 94951* PS I2 E 1.51 $1,445 42.20% 65447* PS SI2 F 1.52 $3,505 46.08% 84137* RA SI1 K.70 $1,250 40.48% 118235* RA I1 D.72 $1,510 41.92% 79382* RA SI3 G.91 $2,100 40.00% 124792** RA SI1 I 1.01 $2,400 40.00% 124791** RA VS2 I 1.01 $2,700 40.00% 89565* RA VS2 J 1.03 $2,320 40.51% 83527* RA SI1 K 1.04 $1,870 41.56% 81678* RA I2 F 1.06 $1,130 46.19% 124782** RA SI2 I 1.11 $2,100 40.00% 88642*** RA SI1 H 2.06 $4,320 46.00% 123238** RD SI1 H.38 $1,175 41.25% 123298* RD SI2 I.38 $940 41.25% 91288* RD VS1 I.38 $1,185 46.14% 97504* RD SI1 F.39 $1,320 40.00% 123292* RD SI1 H.39 $1,160 42.00% 123131* RD SI2 H.39 $1,015 40.29% 58343* RD VS2 H.39 $1,320 40.00% 116402* RD VVS2 G.40 $1,810 41.61% 57592* RD SI2 D.54 $1,740 40.00% Reports: *Stuller, **GIA, ***All others. Pricing is jeweler cost and subject to change without notice. Information on availability and pricing is valid as of 10/1/08. If a diamond listed is no longer available, please visit www.stuller.com or contact your Diamond Sales Specialist at 800.877.7777, and press 5. 18 the stuller standard www.stuller.com DECEMBER 2008

A B O U T G E M S T O N E S Red Box Diamonds at Tremendous Savings! Red Box Diamonds at Tremendous Savings! Serial Shape Clarity Color Wgt. Sale/CT % off RAP 48787** RD SI1 E.56 $1,980 40.00% 68865* RD SI3 E.56 $1,295 46.04% 76259* RD SI3 F.56 $1,320 40.00% 57514** RD VS2 E.57 $2,340 40.00% 75216* RD I1 F.58 $1,025 46.05% 69933* RD SI2 E.70 $2,460 40.00% 76577* RD I1 F.71 $1,620 40.00% 54405* RD SI2 F.71 $2,280 40.00% 119218*** RD I1 E 1.01 $1,920 52.00% 119134*** RD SI2 E 1.04 $3,080 47.80% 93555*** RD VS2 J 1.07 $2,750 46.08% 98154* RD VS1 I 1.13 $3,720 40.00% 75203* RD I1 G 1.22 $2,220 40.00% 124738*** RD VS1 G 1.50 $6,380 45.00% 64299*** RD SI2 D 2.00 $6,480 40.00% 69317* RD SI2 D 2.03 $6,480 40.00% 78761*** RD SI2 D 2.21 $6,480 40.00% 124832*** RD SI2 H 3.24 $6,050 45.00% 123389* SQ SI1 F.38 $965 51.75% 123388* SQ SI1 F.38 $965 51.75% 121448* SQ VS1 H.38 $1,025 53.41% Serial Shape Clarity Color Wgt. Sale/CT % off RAP 121498* SQ VS2 G.38 $1,120 49.09% 121442* SQ VS2 H.38 $1,045 47.75% 122942 SQ SI1 G.39 $1,125 40.79% 123519* SQ SI2 G.39 $875 45.31% 121428* SQ VS1 H.39 $1,025 53.41% 121453* SQ VS1 I.39 $1,010 46.84% 123387* SQ VS2 G.39 $1,075 51.14% 121496* SQ VS2 H.39 $1,110 44.50% 121507* SQ VS2 H.39 $1,045 47.75% 121504* SQ VS2 H.39 $1,045 47.75% 76875* SQ VVS1 G.40 $1,510 46.07% 95685** SQ VS1 E.41 $1,680 40.00% 50039* SQ VS1 E.41 $1,680 40.00% 49200* SQ VVS1 G.43 $1,680 40.00% 89499* SQ VS1 H.45 $1,320 40.00% 77575* SQ VS1 J.50 $1,100 40.00% 89465* SQ VVS1 K.51 $915 46.18% 92435** SQ VVS2 F 1.03 $4,560 40.00% 79366* SQ SI2 K 2.22 $2,760 40.00% 95609* TR SI1 G 2.02 $5,130 46.00% Reports: *Stuller, **GIA, ***All others. Pricing is jeweler cost and subject to change without notice. Information on availability and pricing is valid as of 10/1/08. If a diamond listed is no longer available, please visit www.stuller.com or contact your Diamond Sales Specialist at 800.877.7777, and press 5. Black Box Gemstones in Matched Sets Serial GEMSTONE COLOR clar. Wgt. enh. $ per/ct net $ 53890 AC Alexandrite NA ECLN 0.77 N $2,900 $2,233.00 53889 AC Alexandrite NA ECLN 0.84 N $2,900 $2,436.00 113113 Round Alexandrite NA ECLN 0.97 N $4,000 $3,880.00 113114 Round Alexandrite NA SLYI 0.75 N $4,000 $3,000.00 57301 Square Alexandrite NA SLYI 0.43 N $2,575 $1,107.25 57302 Square Alexandrite NA MODI 0.42 N $2,575 $1,081.50 100346 Trillion Alexandrite NA ECLN 1.03 N $8,000 $8,240.00 100347 Trillion Alexandrite NA ECLN 0.91 N $8,000 $7,280.00 112104 EC Aquamarine NA ECLN 4.91 H $275 $1,350.25 112103 EC Aquamarine NA ECLN 4.58 H $275 $1,259.50 59835 Oval Aquamarine NA ECLN 2.42 H $125 $302.50 59824 Oval Aquamarine NA ECLN 2.56 H $125 $320.00 109644 Oval Emerald NA SLYI 1.51 O $1,700 $2,567.00 109641 Oval Emerald NA SLYI 1.58 O $1,700 $2,686.00 60465 Pear Emerald NA SLYI 2.43 O $2,300 $5,589.00 60466 Pear Emerald NA SLYI 2.48 O $2,300 $5,704.00 104677 Pear Emerald NA SLYI 1.18 O $550 $649.00 104679 Pear Emerald NA ECLN 1.25 O $550 $687.50 93242 Trillion Emerald NA SLYI 0.73 O $725 $529.25 86894 Trillion Emerald NA MODI 0.75 O $725 $543.75 80778 Oval Ruby NA MODI 0.84 N $1,000 $840.00 80779 Oval Ruby NA MODI 0.87 N $1,000 $870.00 114273 Oval Ruby NA ECLN 1.18 H $1,500 $1,770.00 104206 Oval Ruby NA SLYI 1.04 H $1,500 $1,560.00 42396 AC Sapphire Blue ECLN 2.28 H $1,075 $2,451.00 42400 AC Sapphire Blue ECLN 2.04 H $1,075 $2,193.00 123099 AC Sapphire Blue ECLN 2.85 H $1,250 $3,562.50 123100 AC Sapphire Blue ECLN 2.91 H $1,250 $3,637.50 42494 EC Sapphire Blue ECLN 2.24 H $1,100 $2,464.00 37267 EC Sapphire Blue SLYI 2.43 H $1,100 $2,673.00 104721 EC Sapphire Blue ECLN 1.52 H $845 $1,284.40 104720 EC Sapphire Blue ECLN 1.57 H $845 $1,326.65 86983 Oval Sapphire Yellow ECLN 0.95 N $365 $346.75 86984 Oval Sapphire Yellow ECLN 0.97 N $365 $354.05 82492 Round Sapphire Blue ECLN 3.13 H $1,500 $4,695.00 82493 Round Sapphire Blue ECLN 3.10 H $1,500 $4,650.00 82491 Round Sapphire Blue ECLN 4.01 H $1,575 $6,315.75 Black Box Gemstones in Matched Sets Serial GEMSTONE COLOR clar. Wgt. enh. $ per/ct net $ 79645 Trillion Sapphire Blue SLYI 2.01 H $385 $773.85 79650 Trillion Sapphire Blue SLYI 2.14 H $385 $823.90 46128 Trillion Sapphire Orange SLYI 1.19 N $450 $535.50 46127 Trillion Sapphire Orange MODI 1.03 N $450 $463.50 120346 Oval Spinel Pink ECLN 0.88 N $300 $264.00 120345 Oval Spinel Pink ECLN 0.84 N $300 $252.00 120326 Oval Spinel Pink ECLN 1.13 N $340 $384.20 120327 Oval Spinel Pink ECLN 1.13 N $340 $384.20 120425 Oval Spinel Purple ECLN 2.02 N $235 $474.70 120424 Oval Spinel Purple ECLN 1.92 N $235 $451.20 120404 Oval Spinel Purple ECLN 1.41 N $115 $162.15 120403 Oval Spinel Purple ECLN 1.67 N $115 $192.05 120383 Pear Spinel Pink ECLN 0.71 N $260 $184.60 120382 Pear Spinel Pink ECLN 0.74 N $260 $192.40 120436 Pear Spinel Pink ECLN 1.17 N $115 $134.55 120437 Pear Spinel Pink ECLN 1.50 N $115 $172.50 70042 EC Tanzanite NA ECLN 1.06 H $355 $376.30 42421 EC Tanzanite NA ECLN 1.04 H $355 $369.20 45835 Oval Tanzanite NA ECLN 1.26 H $425 $535.50 43487 Oval Tanzanite NA ECLN 1.42 H $425 $603.50 105079 Pear Tanzanite NA ECLN 0.93 H $450 $418.50 105078 Pear Tanzanite NA ECLN 1.00 H $450 $450.00 112551 AC Tourmaline Brownish Red ECLN 4.41 N $200 $882.00 112552 AC Tourmaline Brownish Red ECLN 4.02 N $200 $804.00 112516 AC Tourmaline Golden ECLN 2.32 N $150 $348.00 112517 AC Tourmaline Golden ECLN 2.45 N $150 $367.50 79827 EC Tourmaline Blue (indicolite) ECLN 8.76 N $980 $8,584.80 79825 EC Tourmaline Blue (indicolite) ECLN 8.54 N $980 $8,369.20 112144 Oval Tourmaline Green (chrome) ECLN 1.23 N $300 $369.00 112143 Oval Tourmaline Green (chrome) ECLN 1.20 N $300 $360.00 112141 Oval Tourmaline Green (chrome) ECLN 1.47 N $425 $624.75 112140 Oval Tourmaline Green (chrome) ECLN 1.30 N $425 $552.50 120460 Oval Tourmaline Olive SLYI 1.67 N $75 $125.25 120459 Oval Tourmaline Olive SLYI 1.89 N $75 $141.75 120523 Round Tourmaline Golden ECLN 1.17 N $65 $76.05 120524 Round Tourmaline Golden ECLN 1.19 N $65 $77.35 All gemstones in the December issue have Stuller report and are sold only as sets. Pricing is jeweler cost. ECLN (eyeclean); SLYI (slightly included); MODI (moderately included); HVYI (heavily included); DCLS (déclassé). DECEMBER 2008 We love our magazine, but stuller.com has today s pricing. Please visit us online for the most current information. www.stuller.com the stuller standard 19

D P S C O L U M N DPS diam nd facets w Huge Baby Boomer Opportunity for Your Store e at the DPS have been studying the to surprise their mom with a significant diamond pendant for her impact of Baby Boomers on our industry 75th birthday. Women are treating female friends to diamond fashion for years. Recently, we ve worked with rings for professional achievements or retirement. Others are buying demographic consultants in our San diamond studs for a graduating niece, a favorite bat-mitzvah girl or a Francisco office to get the latest news grand-daughter s sweet sixteen. about this pivotal generation. Our colleague Mary Brown at JWT-Boom Selling to Boomers San Francisco literally wrote the book on marketing to this group in Last year, Baby Boomers purchased over 8 million pieces of 2006 (it s called Boom, and we recommend it highly). Here are some diamond jewelry, worth $6.4B. That s especially impressive because thoughts on this mega-opportunity, based on our data and Mary s. their contribution to the value of the market grew over 20% in one year. They are increasing the value of the market, not just because About the Boomer Generation of the sheer size of the cohort, but also because they are typically You may know that Boomers are the largest generation in US history, spending more in your store than younger shoppers. On average, numbering about 78 million born between 1946 and 1964. What you people over 50 spent 12% more (national average price= $783) than may not know is that 54% earn over $100K per year far higher than 18-49 s, who only spent $702. Since their earning power is at its the percentage of affluents in younger and older generations. Many height, it may even be time for them to upgrade an engagement ring Boomers are over 50, the age group that accounts for over 75% of or mark a milestone anniversary. US assets. These are clearly the consumers to court in any economy This generation has no guilt when it comes to treating themselves to -- because of their higher disposable income. In contrast to mature the finer things in life. Many moneyed Boomer women say I ve worked adults of previous generations, this group has always demanded luxury hard and can buy myself diamonds when I want to. products and has loved to treat themselves well. They will be the last Given their strong influence in our society, their affluence, their group to eliminate luxury purchases from their lives. huge jewelry purchasing habits and their high average ticket one Each generation in our culture shares certain common experiences would imagine that our industry has done a great job of marketing to in their formative years that shape their attitudes, their aspirations this group. Astonishingly, very few jewelers have courted this group and their purchasing patterns. Boomers grew up in the Viet Nam era effectively or consciously. when the Beatles and Dylan were new. They came of age when society s Imagine what you could do for your business if you became their values were changing quickly. Shopping malls were just appearing, go-to source for diamond jewelry. This is the group that is most likely consumer product choices were exploding, television was in its heyday to include the crown jewels of consumers: Heavy Owners! Heavy and the economy was in a growth spurt. Owners (who have acquired 8+ pieces of diamond jewelry) purchase Now that the bulk of this generation is in their 50 s and early 60 s, more frequently than other consumers and spend more each time. So they are experiencing profound changes in their lives. Many of these think about all the ways that you can make your store more inviting transitions call for diamond jewelry purchases! From becoming mother to Boomers and look for opportunities to target them in your of the bride to commemorating the birth of a grandchild to honoring a marketing efforts. big accomplishment at the office, Boomers have many new reasons to celebrate with diamonds. Diamond jewelry is one of the few things that Editor s Note: This is part of a running series from Claudia Rose, Director of Industry Strategy, at the Diamond Promotion Service. have enduring value in a world of economic chaos and confusion. Every purchase means there is something to pass on as an heirloom to future generations a comforting rationale for buying. Gift Purchases In addition to being enthusiastic recipients of diamond jewelry, Baby Boomer women are also giving diamond gifts to others in unprecedented numbers. Fifty-something sisters are getting together 20 the stuller standard www.stuller.com DECEMBER 2008

Luxecor The exciting, revolutionary new gold wedding bands for today s bridal consumer! 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 All available in 4mm 8mm widths. LCMGR11 14kt Yellow LCIR11 14kt White LCIR11 14kt Yellow Engraved Band Six-slot ring display 61-8206 with Luxecor rings. For more information on Luxecor, visit www.stuller.com or call 1 800 877 7777. * 25% is the average weight reduction. Actual amount varies by width and fi nger size. ** Free from manufacturing defects

S T U L L E R S T U D I O Explore the Benefits of Stuller Studio Are you aware of all the benefits that Stuller Studio has to offer? Stuller Studio offers high-quality, oneof-a-kind product how and when you want it. Experience the many benefits Stuller Studio has to offer: Largest inventory of mountings, diamonds and gemstones. Stuller s extensive inventory offers you the largest possible selection of mountings and gemstones in the industry. Effective inventory management. What could be better than selling the jewelry and paying for it after the sale? That s putting the money in the bank and not in your showcase! Reduce overhead costs and increase sales. Stuller Studio will set, size, and assemble your jewelry, allowing you to spend more time on the sales floor and less time at the bench. Rapid delivery. Stuller Studio guarantees delivery of your order within three to five business days. Customer satisfaction. Stuller Studio provides you with the opportunity to work directly with your customers to design a piece that meets their specific needs. Customizable, high-quality product. With Stuller Studio, you can customize product from a variety of product categories, from diamond and color fashion to religious and family jewelry. We guarantee that each piece is of utmost quality and consistently reliable. Best of all, placing your Stuller Studio order is simple. First, choose the mounting and gemstones you want to set, decide on stone shape and size, gold color and ring size. You can place your order by going to stuller.com or by calling 800.877.7777, and we will complete and ship your custom jewelry within five working days. That s a lot of benefits to explore! 71452 Stuller Curve Entourage Mounting, 14kt white, $453. Shown set with 14mm x 9mm AA pear-shape Swiss Blue Topaz, and ~0.19 ct tw GH, I1 Diamonds, $1,272. Mountings: Pricing is suggested retail in U.S. Dollars at a $900 gold market; $2,000 platinum; $20 silver, and subject to change without notice. Sold by DWT, plus labor and invoiced by exact DWT shipped, blank, without stones. Most items available set Stuller Studio with your choice of stones from our exclusive inventory within five days and are non returnable, non cancelable. Photography: Most products enlarged to show beauty of detail. Finished Jewelry: Pricing is suggested retail in U.S. Dollars at a $900 gold market; $2,000 platinum; and subject to change without notice. Sold by piece, not weight, with stones featured. Product stone code descriptions can be found on pages 499-502 of The Finished Jewelry Collection, Vol. 67. Many styles are exclusive copyright of Stuller, Inc. and strictly enforced. 22 the stuller standard www.stuller.com DECEMBER 2008

platinum opportunities Sell more platinum with PGI s free in-store signage! your customers have begun their holiday shopping and jewelry is at the top of many wish lists! One of the most important things you can do is to make sure your customers know you carry the products they want. With the high desire for platinum as the metal of choice among brides-to-be, what better way than in-store signage such as posters, lightboxes and counter-top signs to let them know you carry the highly sought-after platinum products they yearn for? Our Best Practices research has shown how important it is to distinguish platinum in showcases located in a prominent area of the store. Many times customers leave the store or trade down to something else, simply because they couldn t find platinum among the sea of white metals, states Kevin Reilly, Manager of Industry Relations at PGI. This becomes a missed opportunity to capitalize on the heightened product awareness, and the increased sales and profits platinum brings. In a proactive move to address these missed opportunities, PGI is presenting retailers with an offer that s simply too difficult to refuse. Effective immediately, PGI is picking up the tab for in-store 3- Platinum-Ring signage featuring select platinum product from Stuller Settings. The program offers 3 different layouts on 6 different types of posters and light-boxes. You also have the opportunity to customize the layout to feature your logo. S T U L L E R PA R T N E R It s an exciting program because measurable results can be seen immediately, Reilly added. Historically, we know that when properly displayed, identified and differentiated from other precious metals, platinum sells better. Darlene Miller, owner of M.J. Christensen in Las Vegas, Nevada, has already seen amazing results. We ordered several duratrans to place in our stores and customers have had a positive reaction seeing platinum prominently advertised and featured in the showcases. To incorporate the 3-Platinum-Ring signage support materials for Stuller platinum product in your store, the ordering process is fast and easy. Here s how you get started: 1) Visit www.duratranorders.com/platinumguild 2) Order the desired quantity and size featuring the Stuller products 3) Wait to receive email confirmation letting you know your order has been received. This will allow you to check your shipping status. Orders will ship within three to four business days. Please act quickly as supplies are limited and the offer is available on a first-come, first-served basis. Hardware costs, including light boxes, frames, poster stands, etc., are not included. For more information, visit www.duratranorders.com/platinumguild and order your free Stuller platinum signage today! PGI S PLATINUM SIGNAGE POSTER PGI S PLATINUM SIGNAGE ON LIGHTBOX DECEMBER 2008 We love our magazine, but stuller.com has today s pricing. Please visit us online for the most current information. www.stuller.com the stuller standard 23