Sterling Silver, Gold & Gemstones Serve Up Hot Fall Trends. Introducing Fresh New Platinum and Moissanite Catalogs

August 2008 Sterling Silver, Gold & Gemstones Serve Up Hot Fall Trends make personalization easy with lifelink Introducing Fresh New Platinum and Moissanite Catalogs

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

C O N T E N T S contents A U G U S T 2 0 0 8 I s s u e 7 8 6 Stuller & Industry News 6 catalog resources platinum & moissanite 7 great vision pros & students win awards 8 what s new mexican fire opal 8 what s hot LifeLink features 20 Great Bands to Fit His Style 10 Red Box Diamonds easy street 11 Black Box Gemstones the color orange 12 diamond facets weave the web part 2 13 store strategy changing the industry trends & fashion 17 stuller first collection captivating treasures 18 solid style affordable styling 22 stuller studio finding + mounting + gemstone = stunning 3b 5b 6b 7b 7b 8b 9b 9b at the bench stuller expert randy welch master s touch laserwelding silver clean scrap 3 days to new product custom designs your creative bench designs silver lobsters chain repair partner elegant packaging new pouches & boxes make your mark engraving silver gifts silver mill products meeting today s price points On our cover: Earring Mounting #83151, Ring Mounting #71233 & Pendant Mounting #83150 3b Precut Preform Makes Sizing Rings Easy AUGUST 2008 Products. Services. Marketing Materials. and more at www.stuller.com www.stuller.com the stuller standard

Your Information Connection Click on the Live Chat icon for an online, text-based conversation with one of our representatives. Monday Friday / 9 am to 6 pm Virtual showline inventory and online ordering available 24/7 Multiple orders consolidated into one package with one shipping charge Marketing Services promotional opportunities Pricing continuously updated as you fill your cart throughout the day and check out automatically at cutoff FedEx and UPS tracking available on your your orders Build custom jewelry with Stuller Studio View images and certificates for Red Box Diamonds and Black Box Gemstones Intuitive ordering for metals Orders placed accurately and completely Stuller Overstock purchase opportunities Updated daily with new products, usually before the release of catalogs, flyers and Stuller Standard Order history available back to July 2004 Quick, easy and efficient 4 the stuller standard www.stuller.com august 2008

E D I T O R I A L notes from Matt IT S going to be a colorful fall. And, the most exciting fall jewelry trend is sterling silver jewelry with 14kt gold accents and colorful gemstones. This dynamic combination provides everything to you need to sell this fall style, price point and customer demand. These affordable fashion pieces are substantial in weight and size with beautiful design, rivaling the appeal of karat gold fashion jewelry. And, sterling silver with 14kt gold is a hot seller. We brought our fashion line to the JCK Show, and it practically flew out of the booth! Color s Impact Your fashion customer wants their jewelry to say something about them, so many pieces of our sterling silver/14kt jewelry can be customized through Stuller Studio. This allows shoppers to pick styles and colors which complement fashion accessories already in their wardrobe. Spicing up the Showcase Place your new sterling silver and 14kt yellow gold products on your displays, add the finishing touches to your display cases, such as pouches or natural elements such as dried flowers, twigs or bamboo and watch your customers be drawn to the display case again and again. Bringing you new styling at price points your customer can get really excited about is our goal. At the end of the day, what we really want is for you to be able to say yes... yes to value, yes to style and yes to your customer. 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 Manager 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 Colby Shergalis 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. AUGUST 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 Two new catalogs Available for fall Selling The Platinum Collection & Moissanite from Stuller provide ultimate product styling Our latest fashion-forward, counter-friendly catalogs are shipping to your door. Each features wide product selections with new styling. The moissanite and platinum products featured in these new catalogs are in stock and available for overnight delivery. Others are available with setting options through Stuller Studio. And, don t forget to plan your fall advertising for platinum and for moissanite by visiting www.stuller.com and clicking on the Marketing Services tab. And, when you need us, we re just a phone call away at 800.877.7777. the Platinum Collection from S t u l l e r Volume 70 The Platinum Collection from Stuller, Vol. 70 We firmly believe that platinum is the superior choice for jewelry creation, ensuring the safety and security of your customer s diamonds and gemstones. Platinum is never just a transaction. It is what people associate with the best. And, a source of trust between you and your customer when you explain the benefi ts of platinum. To help you utilize a two people = three platinum rings concept of purchasing all of their rings from your store, we ve added many new styles to our already expansive selection of platinum jewelry, fi ndings, and metal stock. Moissanite Our new Moissanite book is designed to refl ect elements of fashion through images with everyday items consumers use in accessorizing their wardrobe. Moissanite fi ts right in with these accessories, giving options of economical styling that may not be possible with standard gemstones. Styles run the gamut from classic to trendy, enabling you to please this demographic of self-purchasing women aged 35+ with incomes exceeding $75,000. catalog resources catalog resources JVC Introduces New Consumer Brochure Buying Gemstones and Jewels with Confidence JVC s (Jewelers BUYING GemstoNes and Jewels Vigilance Committee) most recent brochure is designed to with CoNFIdeNCe help shoppers understand the difference between natural diamonds, laboratory created diamonds and simulated diamonds. It includes questions consumers should ask retailers (including online vendors) in order to make informed decisions about their purchases. JVC is gratified to provide consumers with an easy-to-understand brochure that explains the differences between natural and manmade diamonds, Moissanite and imitation diamond jewelry. Buying Gemstones and Jewels with Confidence can help shoppers make informed decisions prior their purchases. Retailers who display this new brochure and their JVC membership certificate signal high ethical standards to consumers, which can help them to make knowledgeable decisions and lead to relationship building and repeat sales, says Cecilia Gardner, JVC s president, CEO and general counsel, adding that Charles & Colvard, Ltd. underwrote the cost of Buying Gemstones and Jewels with Confidence. The brochure is available for consumers and the jewelry trade on JVC s Website: www.jvclegal.org and on Charles & Colvard s Website: www.moissanite.com. Retailers who wish to display the brochure on their display cases can purchase packets of 50 and 100 brochures for a nominal fee from JVC. For information on JVC membership, products or services, visit www.jvclegal.org. Trade Shows August 4-8 cmn 2007 Summer Show, Somerset, nj, booth 507 (Members only) August 9 11 SJTA Atlanta Show, cobb Galleria centre, booths 1429-39, 1528-38, 1430-32, 1535-37 6 The STUller STAndArd www.stuller.com AUGUST 2008

S T U L L E R N E W S 2008 Vision Award winners MJSA gives honors in professional and student categories The 2008 MJSA Vision Award Design Competition winners were honored during MJSA Expo New York on Sunday, April 13, at the Jacob K. Javits Convention Center in New York City. In addition to the Professional and Student Category winners, several Professional entries were honored in special Distinction Categories. Professional Category First Place: Evelyn Huang of Evelyn H. Jewelry Inc. in Los Angeles for her Struck by Lightning ring, composed of two halves: one in palladium with colorless diamonds, the other in 18k with natural colored vivid to fancy deep yellow diamonds. She also won first place in Palladium Distinction and also in Natural Color Diamond Distinction for the same piece. Second Place: Adam Neeley of Adam Neeley Designs in Laguna Beach, CA, for his Revealing Beauty pendant in 14k 2nd Place Professional palladium white gold and 14k yellow gold, with a blue sapphire. He also won second place in Laser Distinction for the same piece. CAD/CAM Distinction First and Second Place: Olga Baranova of Ol.b Design in Brookline, MA. Silver cross ring with a sapphire (first place). White gold and diamond ring (second place). Mokumé-gane Distinction 1st Place CAD/CAM First Place: Lisa Krikawa of Krikawa Jewelry Designs in Tucson, AZ, for her Juicy Liqueur Ring in 22k rose gold, 22k yellow gold, and 18k white gold mokumé, with an 18k rose gold liner, a 4 carat orange sapphire, graduated yellow to red pave-set sapphires, and accent blue sapphires. Second Place: Ezra Satok-Wolman of E. Satok-Wolman in Toronto, for his shakudo and 18k white gold necklace 1st Place Mokumé-gane with a Tahitian pearl. Platinum Distinction First Place: James W. Currens of J.W. Currens Inc. in New York City for his Black Hole platinum ring with a rock crystal, round white diamonds, tsavorite garnets, blue sapphires, and a solid black crystal opal. Second Place: Heidi Fudeus of Zultanite Gems LLC in Fort Lauderdale, FL, for her platinum necklace and pendant with zultanite and diamonds. Student Category First Place: Yumiko Kakiuchi 1st Place Platinum of the Fashion Institute of Technology in New York City for her Labyrinth bracelet made of 18k gold, silver, nickel, brass, bronze, plastics, cubic zirconium, and pearls. Second Place: Won Ja Yeon of Kyonggi University in Korea for a Rolling Paper silver brooch. Other categories of note were Enamel Distinction First and Second Place: Tricia Lachowiec of Fall River, MA, Laser Distinction First Place: James W. Currens of J.W. Currens Inc. in New York City, Palladium Distinction Second Place: Lisa Krikawa of Krikawa Jewelry Designs in Tucson, AZ, Reactive Metals Distinction First Place: Martha Keith of Charlottesville, VA. Second Place: Holly Hosterman of Holly Yashi in Arcata, CA and Natural Color Diamond Distinction Second Place: Mark Schneider of Mark Schneider Design in Long Beach, CA, for his platinum ring with accents of 18k pink and yellow gold with hammer-set orange-yellow natural colored diamonds. The 2008 judges included designers, industry experts and educators: Barbara Berk of Barbara Berk Designs; Michael Coan, jewelry department chair at the Fashion Institute of Technology; Jacquie De Almeida, managing editor of Jewellery Business magazine; Cindy Edelstein of The Jeweler s Resource Bureau; Paul Holewa, senior editor of Instore magazine; Steve Midgett, president of Extrusion Pattern Metals Corp.; Marlene Richey, author, designer, and business expert; Hedda Schupak, editor in chief of JCK magazine; and Mary Wisniewski, associate editor of National Jeweler magazine. 1st Place Student AUGUST 2008 www.stuller.com The STUller STAndArd 7

W H AT S N E W eternity Bands for a lifetime an eternity BaND IS a SPeCIal PurChaSe to commemorate a love for a lifetime. Make it really special for the customers who enter your store looking for a piece of jewelry to signify that commitment. these bands are available in platinum as Pure, rare, and eternal as their love is. See more of our platinum eternity bands in the new Platinum Collection from Stuller, Vol. 70 or take a look at our full selection online at www.stuller.com. 65459 diamond eternity Band, 1/2 ct tw, platinum, 30 size 7 $2,134. 65460 diamond eternity Band, 1 ct tw, platinum, 30 size 7 $3,067. 65461 diamond eternity Band, 1 1/2 ct tw, platinum, 30 size 7 $4,494. 65462 diamond eternity Band, 2 ct tw, platinum, 30 size 7 $7,008. What s new What s new Fiery gemstone Jewelry It s time to heat up fall wardrobes with this hot Mexican fire opal ensemble. attractive pricepoints, beautiful styling are all available at www.stuller.com. Platinum s Daintier Side Known as the metal of choice for its strength and beauty with diamonds, platinum is also exciting enough to create the most delicate details with the most commanding presence. See platinum jewelry in our new Platinum Book and at www.stuller.com. 66439 Genuine Mexican Fire Opal & diamond Pendant, 1/5 ct tw, 14kt white, 158 $908. (Shown with Ch123, sold separately.) (Also available semi-set.) 66262 Genuine Mexican Fire Opal & diamond earrings, 3/8 ct tw, 14kt white, 158 $1,590 per pair. (Also available semi-set.) r42147d diamond Cross necklace,.085 ct tw, platinum, 30 $983. Mounting #r42147, $270. 66441 diamond heart necklace, 1/8 ct tw, platinum, 109 $1,092. Mounting #84154, $229. 66440 diamond necklace, 1/10 ct tw, platinum, 109 $1,044. Mounting #84155, $197. 8 The STUller STAndArd www.stuller.com AUGUST 2008

W H AT S H O T dazzling Diamonds exceptional brilliance of enormous proportions cleverly presented in 14kt gold. Slightly domed to catch light from every direction, these mountings make a stunning impression at first and second glance. the samples shown represent three of five available mountings. the outer dimensions equal sizes greater than 1/2 ct, 1 ct and 3 ct each earring. See the full collection and product details at www.stuller.com or contact our diamond specialists at 800.877.7777. 66418 diamond earrings, 3/8 ct tw, 14kt white, 110 $889 per pair. Mounting #24089 $34 each. 66418 diamond earrings, 3/4 ct tw, 14kt white, 110 $1,361 per pair. Mounting #24089 $52 each. 66418 diamond earrings, 2 ct tw, 14kt white, 110 $4,712 per pair. Mounting #24089 $89 each. Get a lifelink What s hot What s hot People are searching for ways to connect with timeless truths that hold meaning for themselves and the ones they love, especially these days, as the world becomes more complicated than ever before. Nine to five, after all, is what people do for a living, but they live for the other 128 hours of the week. Family, faith, friends and fun discover what your customers love, says glenn wachler, and you will not only make a sale, but their day, and a customer for life. glenn wachler and his brother link (winner of several international jewelry design awards), have created the perfect way to custom build that perfect piece of jewelry that allows your customers to express who they are. the rubber cord bracelet is easily unlocked so you can quickly add one or more meaningful symbols that represent what your customers do for their vocation, inspiration or relaxation. all links are available in sterling, 14kt yellow and 14kt white, in 101 designs, frames and adaptors that easily reconfigure a bracelet plus earrings and pendants in infinite combinations. See the complete collection at www.stuller.com, searchword lifelinks. lifelink Modular accessories 84178 Desire, sterling silver, $40. 84228 Persistence, sterling silver, $40. 84165 Balance, sterling silver, $40. 84260 Small Flower Frame, sterling silver, $67. 84229 Potential, sterling silver, $40. 84224 Parenting, sterling silver, $40. AUGUST 2008 www.stuller.com The STUller STAndArd 9

A B O U T D I A M O N D S when buying small diamonds Wouldn t you rather be on Easy Street? easy Street is a place where you can live a life of ease and have no worries. Sounds too good to be true? In life, as well as the business world it normally is. But take another look a really close look. Imagine a neighborhood filled with friends and business partners upon whom you can depend, and they re all ready and waiting to meet your small-diamond needs. When you do business with Stuller, you have arrived you re on Easy Street. No risk, we stock it. If you want small diamonds on demand instead of stocking, there is no better supplier than Stuller. Whether it s one diamond or 1,000, we are here to meet your needs. With our unsurpassed selection and depth of inventory, we make it easy for you to do business. No hassle, we match it. Our order filling associates are waiting to meet your diamond matching needs. From creating suites for specific designs, needing the pick of a parcel and specifying millimeter ranges or sending in jewelry for diamonds to be matched through our mail-in-matching service, your every wish is happily fulfilled. Easy does it there s more: No work, we set it. How do you reduce your inventory costs while offering more products to your customers? The beauty of customization through Stuller Studio gives you access to our vast diamond inventory, the ease of one phone call and the great Prices on russian-cut red Box Diamonds SERIAL SHAPE CLARITY COLOR WGT. SALE/CT % OFF RAP 119196 RD SI2 F 1.12 $2,915 47.95% 119272 RD SI2 F 1.06 $2,915 47.95% 119273 RD SI2 F 1.04 $2,800 50.00% 119275 RD SI3 F 1.02 $2,420 45.00% 119142 RD SI3 E 1.01 $2,300 50.00% 119143 RD SI3 E 1.12 $2,300 50.00% 119140 RD SI2 E 1.04 $3,245 45.00% 119134 RD SI2 E 1.04 $3,245 45.00% 119136 RD SI2 E 1.07 $3,245 45.00% 119135 RD SI2 E 1.00 $3,245 45.00% 119186 RD SI3 E 1.29 $2,760 40.00% 119276 RD SI3 F 1.18 $2,420 45.00% 119137 RD SI2 E 1.18 $3,425 45.00% 119185 RD SI2 E 1.21 $3,540 43.05% 119172 RD SI3 F 1.51 $3,190 45.00% 119171 RD SI3 F 1.55 $3,480 40.00% 119179 RD SI2 E 1.52 $4,600 40.00% 119182 RD SI2 E 1.53 $4,525 41.99% 119184 RD SI2 E 1.51 $4,680 40.00% 119187 RD SI3 E 1.45 $2,760 40.00% All diamonds in August have EGL report. Pricing is jeweler cost. speed of having a finished product in three to five days. No worry, we deliver it. With painstaking attention to detail and our ultimate goal of flawless execution, you can rest easy knowing that the diamonds you need will be in your hands the next business day. The Beauty of it all with small diamonds from Stuller is Inventory, Selection, Service, Quality, Consistency all delivered the next business day. Wouldn t you rather be on Easy Street? Buying melee just got easier Life on Easy Street starts with getting the products and services for which you asked. You asked for tighter grading and easier to understand qualities, and we listened. We restructured the round and princess-cut melee selections to offer you better value for your dollar. Color options are now offered in G-H and I-J categories instead of our previous offer of G-I. Clarity ranges are simplified as well. Refer to the chart below for new diamond assortments. For updated pricing information, visit us at stuller.com or call your friendly sales consultant at 800.877.7777. Round, Brilliant-cut 0.0025-1ct (non-certified) Color PROMO I3 I2 I1 SI2-SI3 SI1 VS F+ * * * * * * X G-H X X X X X X X I-J * * * X X * * Square, Princess-cut 1.25mm-1ct (non-certified) Color PROMO I2 I1 SI2-SI3 SI1 VS G-H X X X X X X I-J * * X X * * * Indicates item may be available as a special-order request. X indicates instock items.these items are not part of the Red Box Diamond program. 10 The STUller STAndArd www.stuller.com AUGUST 2008

using color as the starting place for your gemstone sales puts you on the road to profitability. Colored gemstone jewelry serves as stunning fashion accessories that find appeal amongst those consumers who look to color as a way to enhance their beauty, their identity and their wardrobe. If you are not sure what to say about color, read on! Orange is our color focus for the month of August. Below is our Top 5 list of things to tell your customers about orange. Get them excited about color and then help them find a gemstone that fits within their budget and lifestyle. 1. Color Communications Fanciful, exotic and bold, the color orange conveys a sense of warmth and playfulness. fanciful. exotic. bold The Story of Orange A B O U T G E M S T O N E S prints, paisleys and plaids add vitality to apparel. Sophisticated apricots, peach and shell-orange hues will be popular in spring fashions and formal, classic styles, including business attire. Oxidized oranges add edge to earthy browns and greens. 4. Spicy, Sumptuous Designs Orange gems work well with other colors, creating a palette that communicates a variety of emotions. Deco inspired designs and classic styles look graceful with peachy oranges. Contrasts of black, or complementing pastel blues or soft whites offset these apricot creations. Tangy hues like ruby red or precious pink mix with outrageous orange to create spicy jewelry fashion. Add cultural details or bold geometric designs to this palette and you will have a winning style to show customers. 2. The Orange Personality Orange enthusiasts are adventurous and outgoing. They can be friendly, charming and are often successful in business as they re always looking for new worlds to conquer. 3. Orange in Fashion Trend experts predict the staying power of orange will continue throughout 2008. What makes orange accessories ideal is that they combine well with a wide range of fashions. Look for burnt orange in urban fashions this fall and winter. Vibrant orange in large floral 5. Gem Varieties Be tender or exotic with captivating orange gems. Sassy orange gems include Carnelian, Spessartite Garnet, Padparadscha Sapphire, Sunrise Mystic Topaz or Mexican Fire Opal. Refined oranges include gems like Coral and dreamy pastel Orange Sapphire. To help you and your staff focus on a color-centric message, order your gemstone marketing package today. Just ask your sales consultant for KIT:90217:T, just $64.95. From beautiful to amazing, customize your jewelry with stuller s selection of loose gemstones and mountings. save yourself time and effort with stuller studio ; we will set it for you! Gemstones: Black Box Gemstone serial #98179 24.08 ct antique cushion Precious topaz. Black Box Gemstone serial #70980 3.76 ct pear shaped Mexican Fire Opal. Black Box Gemstone serial #86960 2.32 ct oval spessartite Garnet. 14x10mm oval, checkerboard-cut sunrise Mystic topaz 10x8mm oval Carnelian Set Pieces: #83695 sterling silver and 14kt yellow, shown with neon Carnelian. suggested retail, $680. #70660 sterling silver and 14kt yellow, shown with Chatham Created Padparadscha sapphire. suggested retail, $298. ear wire #24012 sold separately. august 2008 www.stuller.com the stuller standard 11

D P S C O L U M N diam nd facets Weave Your Diamond Web (part 2) DPS last month s column discussed cross-channel shopping: the growing trend where consumers research and browse online but purchase in brick-and-mortar stores. As a reminder, 92.5% of current online users research products and services online (BIGresearch, 2007). In 2006, over 30% of all US retail activity was influenced by online informationgathering; this number is expected to increase to almost 50% by 2010 (Jupiter Research, November 2006). Since our last column detailed what to include on your website, this column will recommend online marketing tactics to help drive users to your site. First and foremost, focus on search engine optimization. In the US, roughly 80% of Internet use (excluding email) begins with a search (Ad Age, 3-17-08). Do everything you can to make sure your website is highly ranked so it comes up on the first or second page of search results. Choose your key words and meta tags (descriptive words/phrases that are embedded in your website) wisely. Every online jewelry website uses diamond as a keyword; select words and phrases that reflect your merchandise specifically, such as Journey Diamond Pendants or floral diamond jewelry. Wordtracker. com has a lot of help on this topic; it offers a paid subscription, but provides a free Wordtracker Academy that claims to teach all you need to know about keyword research. Second, consider search engine marketing, where you pay to be one of the top listings on the search results page (these are often called Sponsor Links or Sponsor Results). One of the benefits of this model is that you only pay when someone clicks on your link, so you know you are generating a lead. Third, think about running display banners (i.e., online ads) on targeted websites. According to Yahoo! Research, 88% of sales revenue generated from online advertising is derived from consumers who have done their research on the Internet, then made their purchase in a brick and mortar store. Buying placements on local media websites such as Citysearch.com or the website of a local news station, paper, or magazine can be extremely effective. Eighty-six percent of Internet users search for local products and services (Nielsen/NetRatings survey), and more than 90% of the transactions resulting from these searches are completed offline (Yahoo! Search). Consumers typically have a favorite local media site they visit exclusively, so in order to get excellent reach in your market, develop an online media plan that consists of multiple local media sites (8 Secrets of Successful Marketing, brandchannel.com, 3-7- 08). When purchasing media, buy premium placements (above the fold ), and make sure the ad will have high Share of Voice (SOV) to ensure high frequency. Display your logo or name prominently in the ad, don t try to crowd too much in, and make sure you link your creative to a page on your website that syncs with your ad (e.g., if you feature a piece of jewelry in the ad, link to a page on your website that provides more information on that piece). Finally, establish a Customer Relationship Marketing (CRM) program that includes email communications. Collect your customers email addresses in your store and on your website, and put together regular email newsletters to communicate with your subscribers. Invite designers, suppliers and customers to contribute to the newsletter. Highlight new collections, promote upcoming events, and always drive consumers to your website. To get started, consider using a media agency to develop a media plan for you. You can do it yourself, but agencies often get discounted rates due to the high volumes they buy, and they will monitor and optimize your campaign for you. They can also help you analyze the performance of your ads so you can understand how to improve your campaign next time around. Editor s Note: This column is provided by the Diamond Promotion Service. This month s article is the second in a two-part article written by Colby Shergalis, Account Director, Diamond Promotion Service. Stuller offers a customized web solution for your store through the National Jeweler Network. For additional information, call 646-654-5305 or visit webprogram.nationaljeweler.com. 12 the stuller standard www.stuller.com august 2008

S T O R E S T R AT E G Y store strategy IDEX Online Research: Challenges 2008 Online Jewelers Poised to Change the Industry it s not the online shopping experience that worries us. For many reasons, we believe that shoppers worldwide will continue to do most of their shopping in bricks-and-mortar stores. What worries us is the financial model that online jewelry merchants have developed. Stores Will Continue to Dominate Store-based retailing has a long and rich history. Two thousand years ago, crowds of people shopped in the agora the marketplace at the foot of the Acropolis in ancient Athens. Today, more than 95 percent of all retail transactions still take place in a store, often in a mall reminiscent of the ancient agora. Non-store retailing is not new. Throughout history, there has always been some small portion of retailing which was conducted beyond the bounds of a merchant s store. In America, Ben Franklin published a catalog in 1744 that offered scientific and academic books, with the guarantee: Those persons who live remote, by sending their orders and money to said B. Franklin may depend on the same justice as if present. In 1872, Aaron Montgomery Ward shipped his catalog to farmers throughout the Midwest. In 1886, Richard W. Sears and his partner Alva Roebuck created not only a catalog, but American folk history as well. In 1912, L.L. Bean initiated his catalog in which he offered far-flung shoppers a hunting boot with a lifetime guarantee. At the peak in the early 1980s, catalogers had captured less than 3 percent of all retail dollars spent in America. Non-store retailing seems like a logical choice for shoppers: it s convenient, quick, easy, painless, and all of those things that Americans seem to crave. For merchants, it also offers benefits: no store expense, flexible hours, few employees and lower costs. Online commerce is the latest non-store retailing concept. No one knows how much market share online retailers will eventually take. We believe that the hybrid model is the most likely winner merchants who operate both bricks-and-mortar stores and online stores. That s the best of both worlds. So why won t stores go away? It is important to understand the shopping experience. There are five key reasons that people shop: To buy something Stores, catalogs, and online merchants all offer goods for sale. Similarly, there are other retail distribution channels such as home party plans in which the merchant, often someone s neighbor, gathers friends and sells goods in the privacy of the home, usually with a social atmosphere (that s why they are called home party plans ). Consumers can also buy from vendors, mostly unlicensed vagrants, along the streets of any major city around the world. Shoppers disparagingly called couch potatoes can turn on their television and buy from any number of merchants selling goods on shopping channels such as QVC, Jewelry Television and others. For the social experience Many shoppers go to the mall to see and been seen. They go shopping to see other people, and to be seen by other people. Malls are a great place to people-watch. Shoppers meet their friends at the mall for social activities such as dinner in a mall restaurant. It is difficult to create a similar social experience in a non-store environment, though some television shopping merchants take on-air phone calls from shoppers in an effort to create a friendly social setting. For the recreational experience For many people, shopping is fun. It is something to do on a rainy dreary afternoon. It is a way of killing time, letting off steam, shedding the stress of the day. Americans claim to have invented recreational shopping but for centuries people especially noblemen and noblewomen have shopped for pleasure. It is difficult to create a similar recreational experience in a nonstore shopping environment, though indiscriminately surfing the internet comes close. Unfortunately, most store-based merchants don t understand the concept either, thus, they offer shoppers little chance for recreation. The Apple store has a section for kids to use computers and other electronic gadgets; sporting goods retailers have climbing walls. Perhaps jewelers ought to let shoppers pan for gold. For a tactile experience Most consumers are tire-kickers: they need to touch and feel the merchandise. Is the cloth soft? Is the fruit firm? Is the gold jewelry heavy? In addition, there is a psychological reason to have people pick up their merchandise: once it is in their hands, the decision to buy is made instantly. Even before shoppers arrive at the cash register in a store, they speak of their selections as their food, or their dress, or their hammer. Once a consumer has touched the goods, a huge barrier has been removed. Non-store merchants simply cannot offer a tactile experience for shoppers. For instant gratification When we want something, we usually want it now. American Baby Boomers popularized the notion of instant gratification, but it has always existed. In an effort to offer something close to instant gratification, many online merchants offer overnight shipping. However, there is nothing like going into a store and owning a product instantly. Non-store merchants can t match that store experience. Editor s Note: This is the first in a 3-part article, reprinted with the permission of Ken Gassman and IDEX online. The second installment will appear in the September Stuller Standard and the third, in October. AUGUST 2008 www.stuller.com the stuller standard 13

2009 AGTA Spectrum Awards Deadline for entries is September 26, 2008 The American Gem Trade Association s Spectrum Awards celebrates its 25th anniversary this year as the premier colored gemstone and cultured pearl jewelry design competition in the United States and Canada. This is a fantastic opportunity to get your designs noticed, as all entered pieces will be featured in an editor s event for trade and consumer press in New York City. Eligibility and entry forms can be found at www.agta.org/awards. Join AGTA today and get your first Spectrum entry free! Note: Model is wearing designer jewelry from the 2008 Spectrum Awards; product is not available for purchase from Stuller.

Advertising Made Easy with Stuller Marketing Services Success Story: Brent Meade, Gruno s Diamonds I like Spot Runner s ability to analyze what we re doing from a marketing perspective overall and help us spend our money more effectively, while reaching the people we re trying to reach. With a store that s been around for 54 years, this Illinois-based jeweler knows a thing or two about selling jewelry. But that doesn t mean he isn t willing to try new things especially when it comes to his marketing program. Brent had a few key criteria that needed to be met. Spot Runner was up to the challenge. I would recommend Spot Runner to any jeweler who s interested in tightening up his ad budget and spending it more effectively. Brent Meade, Gruno s Diamonds Affordability topped the list. Spot Runner helped the jeweler explore all of his opportunities, including creating a plan that most effectively leverages the Diamond Promotion Service advertising campaign with the variety of jewelry manufacturer co-op dollars available to his store. I like Spot Runner s ability to analyze what we re doing from a marketing perspective overall and help us spend our money more effectively, while reaching the people we re trying to reach, he says. Hitting his target audience was essential. I think we can micro-target our customers that 25 54 very affluent individual is who we need to go after, he says. So instead of buying radio across all bands, for instance, we re going to focus on particular stations that reach that demographic with Spot Runner. Spot Runner so far has been working on a plan that would include radio, television, and our current billboard program. Gruno s Diamonds Rockford, IL Brent Meade, Owner Business Type 54-year-old, high-end jewelry store Campaign Goal Develop an affordable and unbiased campaign targeting affluent individuals 25 54 Advertising Strategy Reach targeted audience efficiently and cost effectively Affordable? Check. Targeted? Check. But what finally sold this veteran jeweler on Spot Runner was their unbiased point of view and the trust they ve created as an expert in the jewelry industry. They re just looking to get us the best buy, says Brent. I don t think that happens with an agency all the time. He s convinced. I would recommend Spot Runner to any jeweler who s interested in tightening up his ad budget and spending it more effectively. Begin booking your fall television advertising with Spot Runner today! To set up your advertising, go to www.stuller.com and click on the Marketing Services tab, then on Customized Media, and then follow the directions under the Spot Runner logo to bring terrific television spots to your market! AUGUST 2008 www.stuller.com the stuller standard 15

Silver & Gold, Gemstone Jewelry Takes Center Stage B A C N D A B 66606 Genuine Checkerboard Amethyst Earrings, 8mm x 8mm AA, sterling silver/14kt yellow, 44 680 per pair. Mounting #83151. 66545 Diamond Earrings, 1/2 ct tw, sterling silver/14kt yellow, 110 $1,672 per pair. K L 84138 Silver Fashion Octopus Pendant or Brooch, 39.75mm x 51mm, sterling silver, $213. 66469 Genuine Lapis Necklace, 10mm x 8mm cabochon, sterling silver/14kt yellow, 54 $233. M E C 66550 Diamond Pendant, 1/3 ct tw, sterling silver/14kt yellow, 110 $1,122. (Shown with CH705, sold separately) M 65843 Dyed Genuine Red Coral Cross Pendant, 8mm x 6mm cabochon, sterling silver/14kt yellow, 119 $108. L P D 66607 Genuine Checkerboard Amethyst Ring, 10mm x 10mm AA, sterling silver/14kt yellow, 44 $560. Mounting #71233. N R41254 Cross Pendant, 29.25mm x 21.5mm, 14kt yellow/ sterling silver, $480. (Shown with CH431, sold separately) F E F 66543 Genuine Checkerboard Amethyst Pendant, 10mm x 10mm AA, sterling silver/14kt yellow, 44 $538. Mounting #83150. (Shown with CH331, sold separately) 65980 Genuine London Blue Topaz Earrings, 8mm x 6mm cabochon, sterling silver/14kt yellow, 56 $511 per pair. Mounting #83696. P Q 66141 Genuine London Blue Topaz Pendant, 6mm cabochon, sterling silver/14kt yellow, 56 $135. 66435 Genuine Lapis and Genuine Blue Sapphire Cuff Bracelet, 9mm x 7mm, 4mm cabochon, sterling silver/14kt yellow, 54, 69 $264. H G G H J 65981 Genuine London Blue Topaz Pendant, 8mm x 6mm cabochon, sterling silver/14kt yellow, 56 $254. Mounting #83696. (Shown with CH616, sold separately) R41220 Cross Pendant, 49mm x 26.25mm, sterling silver/14kt yellow, $337. (Shown with CH431, sold separately) R41227 Nail Cross Pendant, 59.5mm x 35.25mm, sterling silver/ 14kt yellow, $268. (Shown with CH431, sold separately) R S T 66431 Pearl Trimmed Cuff Bracelet, 8mm to 8.5mm, sterling silver/14kt yellow, 39 $519. 84268 Gold Fashion Sting Ray Pendant or Brooch, 55.5mm x 41mm, 14kt yellow, $1,258. 65817 Genuine Mozambique Garnet and Freshwater Cultured Pearl Bracelet, 6mm genuine garnet, 8mm cultured pearl, sterling silver/14kt yellow, 57, 39 $449. Q R T J S K 16 the stuller standard www.stuller.com AUGUST 2008 AUGUST 2008 www.stuller.com the stuller standard 17

FA S H I O N Quality at affordable Prices Sterling silver & 14kt gold perfectly crafted into fashionable styles light AND EXCITING. 14 Karat & sterling silver set WIth GenuIne MOZaMBIQue Garnet Pendant # 65979, $157 & earring #65978, $319 Per PaIr. GenuIne london Blue topaz earrings, #65980, $376 Per PaIr GEMSTONE CrOSSES IN KArAT GOlD & STErlING SIlvEr. GenuIne london Blue topaz CrOss, #66141, $123. GenuIne dyed red COral Pendant (left), #65843, $99. What do shoppers want? Jewelry that is priceaccessible without sacrificing quality or style. For most consumers, this year s gift budgets are smaller than last year, but they still need jewelry to mark those special occasions. Most of your customers are discerning shoppers who want to buy and give jewelry they are proud of, pieces that are well-made yet don t break the bank in price. What do retailers want? Items that fill entry-level price points, yet have quality and integrity of design: styles with fashion relevance and modern appeal. The solution to all these needs is jewelry of sterling silver set with colored gemstones accented by 14-karat yellow gold. The combination of sterling silver with yellow gold is both an accepted classic as well as a new fashion trend. And when you add the punch of colored gemstones, By Nancy Pier Sindt the look becomes truly contemporary. Today s best-selling styles offer an interplay of colors and textures, such as a ribbed silver cross with smooth accents of yellow gold. Or a pair of dramatic earrings set with either colored cabochons or sparkling faceted gemstones in a bicolored frame of silver and gold. It s modern style with a fashion twist. In addition to its moderate price, silver is an ideal choice for pairing with colored gemstones, because the metal s cool sheen makes the stone color pop. Choose from a rainbow of options translucents such as amethyst, citrine, blue topaz or moonstone or the opaque drama of black onyx, turquoise or coral. Another highly popular combination to consider is pearls in silver. The look is understated yet wearable, flattering to any skin tone and can be worn with anything from workout clothes to formalwear. A perfect mabé pearl in a 18 the stuller standard www.stuller.com august 2008

FA S H I O N silver-and-gold setting is a concept that can be translated into earrings, pendants, necklaces or rings. The huge range of color and design is available because of Stuller s ability to source a wide variety of colored gemstones and to cut them in-house. Many pieces can be ordered in a dozen colors or more! Be sure to peruse the website for details on availability and price. It s interesting to note that as little as five years ago, this kind of jewelry was not widely available. For popular-priced sterling silver jewelry, one could go to a mall store for cheap, stamped pieces or to a branded designer collection with quality workmanship but steep prices. Designers for Stuller s new Stuller First Collection deliberately opted for 14-karat gold, not the cheaper solution of 10-karat, nor the designer choice of 18-karat. Instead, this is Stuller s unique take on jewelry with contemporary style: pieces that are high in quality yet price-accessible. When you take a closer look at the make of this jewelry, you will clearly see it is not a one-step stamping. Every design is a multiple-piece construction using several individual parts and detailed front and back. In many cases, the back is almost as beautiful as the front! It s important to remember that the components may be of lower price, but the craftsmanship is still there. Among the newest looks are silver and gold combinations with hand-detailed textural treatments, such as braids, ribs, knots, nailheads, rope patterns, fluting, filigree and cutouts. Some borrow themes from the intricate Byzantine designs of ages past; others reflect understated modernity with a sleek mixture of polished gold and silver. See the latest collections of silver, gemstones and gold, including rings, earrings, bracelets, necklaces and pendants. Among the highlights are rings with pearl or colored gemstone centers framed in gold and wrapped in silver, understated bands with alternating motifs of the two metals, cuff bracelets with intricate details and stylish earrings in a rainbow of colored gemstones. WilD about silver. 14KT & STERLING SILVER FILIGREE EARRINGS SET WITH GENUINE CAB TURQUOISE #66115, $158 PER PAIR. 14KT & STERLING SILVER FRESHWATER CULTURED PEARL EARRINGS, #65906, $218 PER PAIR. 14KT & STERLING SILVER FRESHWATER CULTURED PEARL BUTTON EARRINGS, #65812, $109 PER PAIR. STERLING SILVER & KARAT GOLD FASHION. 7.5MM FASHION BAND (LEFT) #5875, $97. 10.5MM FASHION BAND, #5874, $163. COOL METAL; HOT STYLE. GENUINE DYED RED CORAL CABOCHON SET INTO A 14KT AND STERLING SILVER FASHION RING, #66114, $109 AUGUST 2008 www.stuller.com the stuller standard 19

Stylish Wrist Wear for Him & Her A B B B C D E F G H J A CH882 Circle Link Chain Bracelet, sterling silver, 8 $92. (Also available in 18 ) D BRC386 Gents Bracelet, stainless steel, 81/2 $127. G BRC385 Gents Bracelet, stainless steel/ rubber, 81/2 $101. B 66377 Diamond Bangle Bracelet, 1/3 ct tw, 14kt yellow, 33 $2,342; 14kt white, 33 $2,382; 14kt rose, 33 $2,342. E 66332 Gents Diamond Tapered Wedding Band, 7mm width, 1/4 ct tw, 14kt white, 32 $1,469. H 66333 Gents Diamond Tapered Wedding Band, 7mm width, 1/3 ct tw, 14kt white, 32 $1,851. C 66533 Diamond Cuff Links, 1/2 ct tw, sterling silver/14kt yellow, 110 $1,707 per pair. F 66335 Gents Diamond Tapered Wedding Band, 7mm width, 1/5 ct tw, 14kt white, 32 $1,471. J 50536 Comfort-Fit Wedding Band, 6.25mm width, stainless steel/ethylene propylene rubber, size 7 or size 11 $138. 20 the stuller standard www.stuller.com august 2008

K L M N P Q R S T U V W X Y Z K BRC377 Bangle Bracelet, 3.25mm, sterling silver, $58. L BRC380 Bangle Bracelet, 4mm, sterling silver, $54. M BRC378 Bangle Bracelet, 2.5mm, sterling silver, $59. N BRC379 Bangle Bracelet, 2.5mm, sterling silver, $35. P BRC381 Bangle Bracelet, 1.5mm, sterling sliver, $29. T BRC384 Hinged Bracelet, sterling silver, 7 $186. U BRC383 Hinged Bracelet, sterling silver, 7 $252. V BRC374 Cuff Bracelet, 4.75mm sterling silver, $38. W CH883 Link Chain Bracelet, sterling silver, 8 $330. (Also available in 18 ) X CH884 Link Chain Bracelet, sterling silver, 8 $125. (Also available in 18 ) Q BRC375 Bangle Bracelet, 1.75mm, sterling silver, $34. R BRC382 Bangle Bracelet, 1.5mm, sterling silver, $30. S BRC376 Bangle Bracelet, 1.75mm, sterling silver, $34. Y Z 66466 Freshwater Cultured Pearl Cuff Links, 8.5mm, sterling silver/ 14kt yellow, 39 $411 per pair. 66470 Genuine Lapis Cuff Links, 9mm x 7mm cabochon, sterling silver/ 14kt yellow, 54 $330 per pair. AUGUST 2008 www.stuller.com the stuller standard 21

S T U L L E R S T U D I O Stuller Studio More Inventory, Reduced Costs A Stuller Studio provides you the opportunity to reduce your inventory costs yet offer even more products to your customers. Utilize our vast assortment of mountings and gemstones to create the specific piece your customer desires. Also enjoy the speed of having this customized product within three to five days. Ordering through Studio is easy. Select your mounting, choose your stone, and contact a friendly Stuller sales associate to place your order. Two Tone Oval Cab Dangle 83696 sterling silver/14kt yellow shown with: A) 8 x 6 mm cabochon-cut oval neon carnelian $388 for earring pair. Mounting only, $160. (Fish hook wire sold separately.) B) 8 x 6 mm cabochon-cut oval neon carnelian $194 for pendant. Mounting only, $160. (Bail sold separately.) B Additional Cross Styles Available in Silver Not everyone can afford gold and platinum these days, yet your customer s desire for beautiful jewelry has not diminished. What can you do? Plenty, with Stuller s increased offering of Sterling silver religious and family jewelry 470 new styles to be exact. This new offering brings the total of religious and family jewelry styles now available in Sterling to more than 900. Some, like the lovely Celtic design shown here, hold gemstones and can be set through our Stuller Studio program. Or, you can set your stones or ours into the mountings at your bench. To see the entire collection of new Sterling styles, visit www.stuller.com and search New Silver Crosses. R41226S 7mm Blue Star Sapphire Cross Pendant, 52.75mm x 32.25mm, sterling silver. 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 august 2008

Design Your Own Birthstone Ring Tray displays 12 birthstone rings, and highlights the Birthstone of the month. The signs are removable for easy rotation. Rings are tagged with mounting series number and priced. Mountings are stocked and can be set with your choice of synthetic or genuine colored stones through Stuller Studio and delivered in 5 working days. The Birthstone Selling System includes these mountings: #7281 8mm x 6mm in 14kt white, #7769 8mm x 6mm in 14kt yellow, #70676 4mm in 14kt yellow, #70340 5mm x 5mm x 5mm in 14kt yellow, #70640 8mm x 6mm in 14kt yellow, #70247 8mm x 5mm in 14kt white, #70532 8mm x 4mm in 14kt yellow, #7229 4.1mm in 14kt yellow, #70531 12mm x 10mm in 14kt yellow, #70534 12mm x 10mm in 14kt white, #7395 10mm x 8mm in 14kt yellow, and #70367 6mm in 14kt yellow. Sorry no substitutes. This beautiful selling system is featured in a white leatherette case that includes the tray, cover and strap. All this for only $99 AUGUST 2008 www.stuller.com the stuller standard 23