the Gemstone Jewelry Collection Selling System

August 2009 save now on Moissanite JEWELRY New From Stuller the Gemstone Jewelry Collection Selling System HOT, Gossamer-Threaded Jewelry Styles Available!

Orders Are Yours Next Day When do you need it? Tomorrow is not a problem. Need a completed piece? Try something from our finished jewelry collection. Add one of our beautiful boxes to package the perfect gift. www.stuller.com 800 877 7777

C O N T E N T S contents A U G U S T 2 0 0 9 I s s u e # 8 1 3 Stuller & Industry News 6 catalog resources new d&g booklet 7 bench focus stullerbench.com and new publication 8 what s hot/new sterling & pearls 9 what s hot/new chunky style features 21 Beautiful in Blues 10 diamond dazzle say yes to easy 11 color gemstones new gemeprice 12 diamond facets black & white for fall 13 store strategy changing the business of jewelry 15 customer testimonial selling systems trends & fashion 17 love s fair beauty bridal wear 18 gossamer threads twinkling style 20 summer color sensational detail 22 stuller studio flexibility of choice 23 gemstone jewelry collection beautiful presentation On Our Cover: Rings 67220, 67228, 71480; Earrings 66672; and 14x10 Oval Gemstones in Chalcedony, Swiss Blue Topaz and Peridot 16 Old World Traditions Meet Modern Styling AUGUST 2009 stuller.com your resource 24/7 for everything you need to run a successful business! www.stuller.com the stuller standard

Holiday Advertising Made Easy At new low prices! 12-page Holiday Catalog Now available at stuller.com for the Holidays: A Shop Early Postcard and Tri-fold A 12-page Holiday Catalog with Gift Card A Holiday Tri-fold with Gift Check A Last Chance to Shop Postcard And, new this year: Our Stuller Merchandised Holiday Newsletter You can select our catalog with our special holiday selections or choose from our extensive gallery of exceptional product images and build your own store-branded catalog or mailer. Each printed product is yours to customize with your logo, your offer and your personal message. Log on to stuller.com, choose the Marketing Services tab, then click on Direct Marketing on Demand and begin your customized direct mail today. Shop Early Postcard How Stuller s Marketing on Demand Works *Stuller s print marketing on demand is powered by Carat Patch, a Florida-based technology and marketing company. Holiday Tri-fold 1. Complete your easy and FREE online registration. 2. Select the perfect marketing template for your store choose from postcards, catalogs, gift cards and more. 3. Customize each piece with your desired products, descriptions and pricing. You can even upload a customer address list. 4. we handle all the rest including professional design, printing, sorting and mailing. You just watch your sales grow!

E D I T O R I A L notes from Matt with tradeshow season behind us and fall/holiday seasons quickly approaching, now is the perfect time to reflect on new and exciting things from this year s shows. We debuted several new digital enhancements designed to aid independent retailers during these challenging economic times, and I invite you to learn more about ways to enhance your profitability with each one. Case by Case We debuted our customized showcase display program, Case by Case, at this year s shows. The software program allows you to consult our experts and design a customized showcase display, complete with color, exclusively unique to your store and all within your timeframe and budget. 3D Ring Engraver Our 3D Ring Engraver represents the most advanced in web-based wedding band engraving. Choose your font, enter your text and see a live dynamic preview appear in 3D on your ring LIVE as you type it. New iphone Application Our new iphone application was a showstopper at JCK Las Vegas. This application allows your consumer to see what a diamond engagement ring, selected by her, will look like on her hand. As market conditions change daily, so do we as we strive to empower you with more ways to help you say yes to your customers. matthew g. stuller, sr. CEO, FOUNDER AND PRESIDENT CEO, FOUNDER AND PRESIDENT Matthew G. Stuller, Sr. chief operating officer Jay Jackson EXEC. VP, MERCHANDISING & Marketing Harold Dupuy, G.G. EXEC. director, marketing services Kerry Hand editor in chief Miriam Werquin stullerstandard@stuller.com staff contributing writers Keri Barousse Lori Carter, Mgr. Leslie Dumatrait, D&G Asst. Marketing Manager Ramona Gautreaux, D&G Marketing Director Randi LeBlanc, PR Susan Kiefer design Maria Viator stuller standard online Trenton Bolfer, Mgr. Ron Domingue Kim Thibodeaux, Mgr. info@stuller.com contact us stullerstandard@ stuller.com www.stuller.com Stuller Standard Magazine P.O. Box 87777 Lafayette, LA 70598-7777 800.877.7777 337.262.7785 fax photography Maggie Hidalgo John Rowland Noelle White Marie Vest production Maureen Benjamin Lori Bouillion Shannon Guidry, Mgr. Brenda Landry, Mgr. Yolanda Laviolette Robert Lawson Stephanie Pellerin Kisha Thompson contributing writers Emmy Kondo product management contributors Kathleen Blanchard, Diamond Fashion Chookie Diaz, Metal Fashion Vanessa Calais Jones, Moissanite Finished Jewelry Eleanor Lipps, G.G., Bridal James Louviere, Symbolic Mary Mouton, Mountings Denise Quebedeaux, Color Fashion Virginia Stuller, Stuller Pearls Kelly Tauzin, Gemstones Xathena Carter, Diamonds editorial advisory board Linus Cortez, EVP, Finance Bob Cox, EVP, Sales Chuck Bowman, BVP, Mountings Elizabeth Brehmer, BVP, Findings Michael Clarke, BVP, Finished Jewelry Joe Orlando, BVP, Gemstones J.P. Walrond, BVP, Bridal Jewelry Darrell Warren, BVP, Tools & Supplies/Metals Stanley Zale, BVP, Diamonds 2009, Stuller, Inc. All rights reserved. AUGUST 2009 Stuller, Inc. is a Diamond Trading Company (DTC) Sightholder. www.stuller.com the stuller standard

N E W S new Booklet for Your Store! Makes Diamond and Gemstone Selection Easy The Diamond & Gemstone Essentials for the Bench booklet is designed with the bench jeweler in mind. Diamonds & Gemstones essentials for the bench The book features the loose diamond and gem shapes, sizes and qualities bench jewelers use most. Its handy size and wholesale pricing makes it a great quick-reference pricing and ordering tool. To receive a copy ask your consultant for: BROCHURE:300973:T. Confidential Wholesale Pricelist MJSA Expo New York Sets Next Tradeshow for March 14-16 Near Diamond District Location Offers Better Setting, Convenience In a change that promises a host of benefits for vendors and attendees, MJSA Expo New York will move to the Hilton New York hotel in Midtown for its 2010 run, scheduled for March 14-16. The Hilton, at West 53rd Street and Avenue of the Americas (Sixth Avenue), provides convenient access, either onsite or nearby, to everything visitors from the jewelry industry may want or need, from restaurants, hotel rooms, and entertainment to a quick trip to the Diamond District on 47th Street, just blocks away. Next year s Expo will bring everything together in a safe, walkable area that shows off New York at its best, says David W. Cochran, president and CEO of MJSA. And even though the Hilton is a nicer venue than our last site, the Javits Center, we negotiated a deal that will keep the price of a booth the same as last year s. In addition, the Hilton is setting aside a block of rooms at a locked-in discount. Expo guests will pay less than $200 a night. (Rooms will be available on a first-come, first-served basis.) We re happy with the dates, too, says Mitch Horowitz, MJSA s vice president for sales. With so many people moving to just-intime inventory, buying is being done later now, and inventories will have been depleted by Christmas and Valentine s Day. There s also no conflict with holidays or other shows. MJSA Expo New York is the nation s oldest and largest trade show devoted to jewelry manufacturing and design. Every year it features the latest in machinery, supplies, components, services, and finished products for manufacturers and retailers. Cochran expects a high return rate among companies that exhibited last year. Expo New York 2009 did well despite the poor economy, especially in comparison to other shows, and the Hilton is so much more conducive to both doing business and enjoying the city, he says. The exhibition space will be on three floors connected by an escalator. Vendors should receive renewal notices soon to secure their booths. For more information about MJSA Expo New York 2010, call 1-800-444-6572 or send an email to info@mjsa.org. Tradeshows August 1 4 RJO Buying Show Kentucky Booth TBA August 4 CMN Somerset, NJ Garden State Exhibit Center Booth 419 August 12 14 SJTA Atlanta Cobb Galleria Centre Booth 1209-1312, 1309-1412 6 The STUller STAndArd www.stuller.com AUGUST 2009

StullerBench.com website, created especially for the bench jeweler. First, I want to talk with you about our new publication. Each quarter, you will receive a new edition filled to the top with products, tips, step-by-step how to's and various expert spotlights, both from industry experts and from the Stuller experts who staff our Tech Line. We felt it was time for bench jewelers to have their own special publication, since your needs are so different from the salesfloor. Bringing you everything you need to make your job easier, more efficient and more enjoyable is our goal. Secondly, the new StullerBench.com website is built especially for you, the bench jeweler. You get:. a growing education repository built by industry experts work tips and step by step instructions training videos a large community of jewelry peers with whom you can interact the Deal of the Day You'll want to visit StullerBench.com every day to see what the Deal of the Day is. And, if you want to purchase it at the special savings, you can't wait until tomorrow. Great bargains are available every day, but they're only good for the day; tomorrow there's a new Deal! The new Stuller Bench publication and the new StullerBench.com are just two of the ways we show our commitment to your success. We want to make sure you have the tools to say yes to your customers every day. MATTHEW G. STULLER, SR. CEO, FOUNDER AND PRESIDENT Running a Profitable Shop...02 Finding More: Tech Tips...03 Nuts & Bolts: Stuller Services...04 Counterspace: Best First Impressions...05 Discovering Hidden Profits...05 News & Reviews; Product Critiques...06 Shop Talk: Tech Team Q & A...07 Bench Jeweler Spotlight...07 The Ideal Bench is designed to be the only bench you'll need. This fully assembled, 10-drawer, solid-wood, jeweler's bench features easy-to-slide drawers complete with a conveniently-contoured, steellined filing drawer, a removable small parts/watchmaker's mat, storage cabinets with plier holders, an oversized Gibraltar top with a GRS mounting adaptor plate inlayed and pre-drilled mandrel holes. Purchase the best value in the industry today. Customize your bench today. The width of this bench can be special ordered to suit the individual's needs. Choose a width from 46" to 60". The depth and height cannot be altered. Note that drawer sizes will vary. Made of Solid Wood in the USA. Benches ship fully assembled, Motor Freight Only. w" x h" x d" order no. 1+ 52" x 48" x 23 1/2" 13-0442 $1,871.55 With a flexible arm reach of just over two feet and head rotation of 340 vertical, 90 horizontal, this new LED light allows you to put the light where you need it. Four, 1-watt, bright white LEDs leave an illumination circle 11.8 wide and 11.8 high. This light meets GIA's Daylight Color Lighting standard of CIE Illuminant D65. Benefits: Illumination is optically mixed for smooth, diffuse light output Beam of light can be positioned directly where needed Long arm reach 25 (63cm) exceeds depth of any jewelry bench Splash guard to protect against debris and liquids Dimmable down to 25% of full intensity Grooved aluminum head removes heat; comfortable to touch Rated life of 50,000 hours Universal low-voltage power: Input 100-240V AC, 50/60 Hz,.3A; Output 12V DC order no. 1+ 13-1799 $149.95 Resources for the Bench Jeweler! Joining Online Community Fast, Easy; New Publication Caters to the Bench Jeweler N E W S StullerBench.com Launches! Get connected to the largest community of bench jewelers in North America and receive a variety of FREE added benefits at stullerbench.com: Unique member log in and password. Special deals-of-the-day. Early notification of new products. Exclusive member-only discounts. Technical and educational reference libraries as well as video training. Used tools liquidation inventory. Chat with tech experts about products or processes. Coming Soon! Shop layout advice and tips from design experts. Industry practices with weekly-featured articles or techniques. New Bench Publication Created! From The Bench, our newest August 2009 publication, is designed to provide Ideal Bench Welcome you with materials especially for e are thrilled to introduce you to W the exciting new Stuller Bench publication and bench jewelers. It contains expert articles, how-to s, step-by-step We felt it was time for bench jewelers to have their own publication. processes, product specials, new products and more. New! Dazor LED Bench Light It will come to your shop four times a year... January, April, July and October. Because we wanted In this issue... to get it in front of you quickly, August is included with this Stuller Standard mailing. Once you ve had an opportunity to look through the pages in our premier issue, if you have questions or have specific step-by-step processes you would like to see, please email us at StullerBench@stuller.com. A Stuller Publication JA Revamps Bench Professional Certification Lowers costs and streamlines exam process; Stuller plays key role Jewelers of America (JA), the national trade association for businesses serving the fine jewelry retail marketplace, has updated its 12-year-old Bench Professional Certification program to reflect the standards of modern bench jewelers. At a time when service differentiation can be crucial to surviving, the re-launched JA Bench Professional Certification credential gives storeowners an effective means of distinguishing their shop from competitors, says David Peters, JA Director of Member Services. Certification applicants enjoy new program features: Demonstrate You Are a Cutting-Edge Bench Jeweler: Modernized exams include content that reflects bench best practices, updated bench tests and the addition of natural gemstones to several projects. Receive Faster Results: Improved fulfillment process for exam reviews and grading results in faster certification turnaround. More Affordable Fee Structure: Thanks to fulfillment partner, Stuller, Inc., jewelers can receive the added value that a Bench Professional Certification designation brings to their career, and store, at an affordable price. As always, Certified Bench Jewelers receive the marketing benefits of an official certificate from JA, a distinctive lapel pin and a press release (JA members only) prepared by JA s Communications department. Leading bench jeweler Alan Revere, founder of Revere Academy of Jewelry Arts, took part in the Bench Jeweler Education Resource Forum. Revere recommends JA Bench Professional Certification to his students and staff. This test is key to being a bench jeweler in that it establishes reasonable expectations for four different levels of experience and skill, he explains. We have integrated the JA Bench Professional Certification into our program and encourage graduates to take the certification exams as a marker of their skills at this point in their career. Jewelers Mutual Creates Bench Professional Scholarship Jewelers Mutual Insurance Company has donated monies to the JA Bench Professional Certification program for scholarships and general program support. Jewelers Mutual Bench Professional Certification Scholarships are only available to JA members. Become a Certified Bench Professional Today! JA Bench Professional Certification is open to all bench jewelers. Visit the Education section at www.jewelers.org for more information. Click on the Certification page, where you can download the new Program Guide and Certification Application. JA members can download the Scholarship Application by logging into the Members- Only section at the website and visiting Discounts on Education. AUGUST 2009 www.stuller.com the stuller standard

W H AT S N E W Sterling Styles Paired with Pearls Give her beautiful pearl fashion earrings at attractive price points, and she ll buy not one, but both of these modern earring sets. 67190 67189 Fluid shapes have a whimsical look Freshwater pearls give a big look for an inexpensive price Great midsummer fashion accessory for any outfit 67190 Freshwater Cultured Pearl Earrings, 7mm-7.5mm, sterling silver, 39 $72 per pair. 67189 Freshwater Cultured Pearl Earrings, 7.5mm-8mm, sterling silver, 39 $92 per pair. To see our complete collection of freshwater pearl styles, see The Finished Jewelry Catalog, Vol. 67 or go to stuller.com. What s New What s Hot Bold, Colorful and In Stock at Stuller Nothing says fashion like big, bold color. And, browns, greens and yellows are hot for summer and fall. We have gorgeous citrine, peridot and smoky quartz styles to accessorize her wardrobe. You can see more in The Finished Jewelry Collection, Vol. 67, or by going to www.stuller.com. Diamond Pendant Shows You Care about Peace The peace sign continues to be important as a fashion accessory In uncertain times, people seek peace more than ever before With a smart selling price, this tiny peace sign gives your customer a great look for the money Most recent addition to the Isabella Collection by Stuller See this and other peace styles at stuller.com, keyword search Peace. 67201 Genuine Smoky Quartz and Citrine Ring, 18mm x 8mm, 14kt yellow, 126, 48 $515. 67202 Genuine Checkerboard Citrine and Peridot Ring, 12mm x 12mm, 14kt yellow, 48, 61 $584. R45184D Tiny Diamond Peace Sign Necklace, 1 /3 ct tw, 14kt white, 33, 16, 16 $774. 8 THE STULLER STANDARD www.stuller.com AUGUST 2009

W H AT S H O T New! Lower Pricing on Moissanite Jewelry Your self purchasers will rejoice as you give them the chance to purchase moissanite jewelry at substantially-reduced prices, while quantities last. This makes moissanite more affordable than ever! Collection price points now start at less than $300 MSRP. See all of our available moissanite jewelry in The Moissanite Catalog, Vol. 69 and at stuller.com. Stunning Silver Fashion Substantial silver bracelets and rings with this level of detail normally come with a substantial price as well; however, this charming new ensemble is available at attractive retail price points. And, it can be in your showcase, ready for your discriminating customer, just in time for fall fashion. You can order now by calling 800.877.7777 or by going to stuller.com. 66931 Created Moissanite and Diamond Earrings, *2 ct tw, 1 /2 ct tw, 14kt white, 1, 110 $2,735 per pair 66920 Created Moissanite and Diamond Ring, *1 ct, 1 ct tw, 14kt white, 1, 110 $2,772. * Diamond equivalent weight BRC418 Fashion Link Bracelet with Toggle, 15mm width, sterling silver and 18kt yellow, 7 1 /2 $445. 50845 Fashion Ring, 13.5mm width, sterling silver and 18kt yellow, size 7 $152. What s New What s Hot Butterfly/Dragonfly Jewelry Gives Big Look Light and airy, these dragonflies look poised for flight. Styling is available in all metal, or in a style set with diamonds. Large look, lightweight with excellent selling prices Available as mountings that you can customize with the diamonds or gemstones of your choice. Styling fits nicely with current fashion trends featuring insects and animals. To see all available nature-inspired styles, and to order, go to stuller.com. 67208 Diamond Dragonfl y Brooch, 1 /5 ct tw, 14kt white, 33 $1,316. Mounting #84372, sterling silver. 84451 Gold Fashion Butterfl y/dragonfl y Earrings, 35.25mm x 18.5mm, sterling silver $110 per pair. 84369 Gold Fashion Butterfl y/dragonfl y Pendant, 56mm x 41.75mm, sterling silver $65. Melee diamonds sold individually or in parcels. Visit stuller.com for details. AUGUST 2009 www.stuller.com THE STULLER STANDARD 9

A B O U T D I A M O N D S a say yes to easy! No risk. No hassle. No work. No worry. s your diamond manufacturer and DTC Sightholder, we make being in the diamond business easy. With one phone call, you can have exactly what you need, when you need it. We provide you with more ways to grow your business than any other diamond vendor. No risk, no hassle, no work, no worry. No Risk. We stock it, so you do not have to. Having melee diamond inventory a day away means you are spending your inventory dollars wisely. No Hassle. We match it, saving you time. Time is money. We will match diamonds, create suites, or find the exact size you need for a repair, saving you valuable time and money. Round Diamond Melee (Color: G-H) Avg. Wt. Wt. Range I2/CT I1/CT SI2-SI3/CT SI1/CT VS/CT 0.0025.0022-.0038 $1,125 $1,410 $1,545 $1,740 $1,905 0.005.0039-.0064 $1,125 $1,410 $1,545 $1,740 $1,905 0.0075.0065-.0084 $1,125 $1,410 $1,545 $1,740 $1,905 0.01.0085-.0125 $1,125 $1,410 $1,545 $1,755 $1,965 0.015.0126-.0165 $1,125 $1,410 $1,545 $1,755 $1,965 0.02.0166-.023 $1,125 $1,410 $1,545 $1,755 $1,965 0.025.024-.027 $1,170 $1,440 $1,545 $1,905 $2,100 0.03.028-.036 $1,170 $1,485 $1,635 $1,905 $2,100 0.04.037-.045 $1,170 $1,485 $1,635 $1,905 $2,160 0.05.046-.055 $1,170 $1,545 $1,635 $1,905 $2,160 0.06.056-.066 $1,170 $1,545 $1,755 $1,980 $2,220 0.07.067-.076 $1,170 $1,545 $1,755 $1,980 $2,220 0.08.077-.087 $1,365 $1,725 $2,025 $2,385 $2,595 0.10.088-.114 $1,365 $1,875 $2,025 $2,415 $2,595 0.12.115-.134 $1,365 $1,875 $2,025 $2,415 $2,595 0.15.135-.174 $1,365 $2,115 $2,325 $2,850 $3,165 Reports: *Stuller, **GIA, ***All others. (AGTA Stone Code: N - Natural) Pricing is jeweler cost and subject to change without notice. Information on availability and pricing is valid as of May 2009. 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. No Work. We set it, so you can Reduce your inventory costs and give your customers exactly what they want. Stuller Studio allows you to select, set and satisfy. It is just smart business. No Worry. We make it easy. With painstaking attention to detail and our ultimate goal of flawless execution, we make being in the diamond business easy. Round Diamond Melee (Color: I-J) Avg. Wt. Wt. Range I2/CT I1/CT SI2-SI3/CT SI1/CT VS/CT 0.0025.0022-.0038 $1,230 $1,365 $1,500 0.005.0039-.0064 $1,230 $1,365 $1,500 0.0075.0065-.0084 $1,230 $1,365 $1,500 0.01.0085-.0125 $1,230 $1,365 $1,500 0.015.0126-.0165 $1,230 $1,365 $1,500 0.02.0166-.023 $1,230 $1,365 $1,500 0.025.024-.027 $1,275 $1,410 $1,500 0.03.028-.036 $1,380 $1,455 $1,575 0.04.037-.045 $1,380 $1,455 $1,575 0.05.046-.055 $1,380 $1,500 $1,575 0.06.056-.066 $1,380 $1,500 $1,575 0.07.067-.076 $1,380 $1,500 $1,575 0.08.077-.087 $1,695 $1,650 $1,935 0.10.088-.114 $1,740 $1,845 $1,995 0.12.115-.134 $1,740 $1,845 $1,995 0.15.135-.174 $1,905 $2,085 $2,295 Reports: *Stuller, **GIA, ***All others. (AGTA Stone Code: N - Natural) Pricing is jeweler cost and subject to change without notice. Information on availability and pricing is valid as of May 2009. 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. 10 the stuller standard www.stuller.com august 2009

A B O U T G E M S T O N E S gemewizard introduces gemeprice w A New Way to Buy and Sell Gemstones hat will your wholesale cost be for the colored gemstone color gemstones in that lovely ring you just designed grading system, for your customer? Knowing this information Gem esquare. Now is important to the success of your business. they have taken Gem ewizard aims to help address that issue their technology for you with their newly released product, Gem eprice. one step further and Determining wholesale diamond prices is relatively easy. Simply published a new cross-reference size, shape, color and clarity with listings on Rapapport, stuller.com, in the Stuller Standard or some other publication, eprice. Gem eprice product called Gem or an online source. After minor adjustments for variables such as is the first product cut quality, you have your answer. available to jewelers But what do you do to research your wholesale price for colored that uses color as the gemstones? Unlike diamonds, there are few colored gemstone primary portal for accessing data concerning the wholesale price of pricing publications (e.g. The Guide). Surely color is the most colored gemstones. Naturally it also takes into account all other important value characteristic of a colored gemstone, yet, until value characteristics affecting a gemstone s price including shape, now, we have had no simple, accurate method to cross-reference size, clarity, and enhancement (treatment). All of this information a gemstones color with its wholesale cost. Gem eprice begins to is presented in an easy to use computer interface that can be accessed on-line or configured to work locally on your computer. change all that. Gem ewizard is known for their groundbreaking research and development of, among other products, the digital colored Editor s Note: Thom Underwood with Quantum Leap, GG, FGA, ASA, CSM, provided this review of Gemeprice. color of the month: brown h Save on Rutilated Quartz! umankind s attraction and appreciation for brown affordable prices. objects link back to the ancient human need for food And since the and shelter. Mother Nature provided the heartiest shelters and the most delectable foods in shades of brown. offers profitable gemstone market Wood and earth homes, wholesome grains, rich coffee margin opportunities, now is the and spices and decadent chocolate are just a few organic connections offered by the color brown. perfect time to As the eco movement continues to grow, and the economy creates focus attention the need for consumers to return to simpler times, we see the popularity of brown in all its variations increase. Fashion designers and To help you on color. accessory manufacturers will feature beige, tan, chocolate and caramel sell warmly hued in their fall collections. This makes it a prime time for you to feature fall gems to brown and golden hues in your showcases. your customers, we are offering a 15% savings on Rutilated Quartz in While Smoky Quartz is the better-known brown gem, Tiger s Eye, August. Untreated and phenomenal, you are sure to inspire the gem Bronze or Golden Tourmaline, Chocolate and Golden Pearls along lover and inner fashionista in your customers. with Rutilated Quartz are gems that offer wonderful design options at Special 10% discount for Stuller customers on all GemeWizard products. Find out more at www.gemewizard.com/stuller. Offer subject to change without notice. AUGUST 2009 www.stuller.com the stuller standard 11

D P S C O L U M N DPS diam nd facets w Looking forward to fall fashions ith fall fashion forecasts in the air, and clear diamond jewelry buying trends seen at JCK in May 2009, we can look forward to a new jolt of energy in what women are wearing. While no one male or female can ignore the recession that has gripped the economy since Fall 2008 it seems 69170 that women are tired of shopping in their closets and are looking for ways to infuse their wardrobes with new looks, albeit at more moderate price points. The fashion world has turned away from basic black and messages about investment dressing to trumpet new it colors, designs, patterns and embellishments that force purchase now. Similarly, at JCK buyers were shying away from staples and looking for designs that their customer bases would see as so unique and original that they would be drawn into stores. Everybody in the fashion world, whether in clothing, accessories, or fine jewelry is working hard to ensure that their price points are within reach of their customers. In fashion news, black is back with a twist for Fall 09. Designers such as Oscar de la Renta, Jason Wu and Proenza Schouler did black in bejeweled, shiny and lace. The current black diamond and blackand-white Donna Karan. Bold necklaces and earrings will provide the right balance to this new take on 80 s glamour. Designers also played with texture as a key trend, mixing fabrics as diverse as leathers and animal skins with knits and lace. Rodarte, the dynamic sisters out of Los Angeles, did this best, mixing as many as five textures in one garment. This new focus on texture can definitely be translated into jewelry with the new mixed metals, as well as with the increasingly popular textured stones, such as rough diamonds and diamond slices. Chic French style from the first half of the 20th century proved to still fuel the fires of designers, whether they were Italians like Dolce & Gabanna or true Brits such as Stella McCartney. The nod to classic French chic will continue to sustain the desire for vintageinspired jewelry from Deco to early 40 s modern. And finally, leather continued its comeback, showing up in a multitude of forms. A buttery trenchcoat at Bottega Veneta demonstrated one extreme, while a stiff leather corset at diamond jewelry Fendi represented the other. This moment would be great for trend would be the perfect complement to these Twilight inspired fashions. 69169 reinvigorating designs of leather and diamond jewelry like cuffs and cord necklaces. Remember, your best customers keep their eye on the fashion radar. Patterns from bold bright plaids at Alexander McQueen to classic subdued houndstooth at Michael Kors are in the spotlight for Fall. In fine jewelry, classic pieces in yellow gold and heavy links were often the accessory of choice as a contrast to these visual textures. Perhaps as a protest to economic conditions, designers went for full color palate optimism with brights in every hue of the rainbow. Thakoon and Isaac Mizrahi took it a step further with mixed brights in a multitude of fabrics. Diamonds set in colored gold or paired with bright enamel will Modulate your offerings and displays based on the nature of your clientele, but remember to talk to them about their fashion wishlists for the season, what they are buying and what they are craving and then remind them that no outfit is complete without the perfect diamond accessories. Show them how to put it all together, and you will have gained new respect and added an important dimension to your relationship with them, by demonstrating your interest in, and understanding of, the role that jewelry can play in helping them create the image and look they desire. fulfill this new desire for saturated hues. The eighties continue Editor s Note: This is a standing column promoting the diamond industry, as provided by Emmy Kondo, Planning Director of the Diamond Promotion Service, and Jamie Cadwell, Diamond Information Center. to be a strong fashion inspiration to designers. Strong-shouldered suits were plentiful at every show from Gucci to 66849 12 the stuller standard www.stuller.com august 2009

S T O R E S T R AT E G Y at Stuller, we re changing the business of jewelry. From new styling and timesaving techniques to value-added services and innovative selling tools, we always strive to supply exactly what you need, when you need it. Discover the Stuller Advantage with our customized solutions, alternative choices and 24/7 availability at stuller.com. Visit us at stuller.com or call 800.877.7777 to find out more. Digital Selling Solutions Designed with the end-consumer in mind, Stuller brings an easy-to-use, fully-customizable selling tool to enable you to search our vast diamond inventory and customize jewelry with our Virtual Diamond Selector and Custom Stud Earring Builder. store strategy Changing the Business of Jewelry Case-by-Case Our branded software technology, Case-by- Case, brings you the ultimate in showcase flexibility with custom displays. Add color to your showcase and increase your profits with minimal investment. Work with our experts to design your customized showcase display, all within your timeframe and budget, or choose from one of our prebuilt designs. We offer more than 200 individual display pieces in 50 unique colors and fabrics. For personalized display planning, contact Sandi at x. 211 or Trissy at x. 3778. Custom Casting (Stuller CADCAM Services) Supply us with a completed wax carving, pattern ready for sprueing and casting, your sample or master and we will build a rubber mold to allow for repeat casting of your product. Preform Sizing System Save time with no waste and hands-free soldering. Our Preform Sizing System will allow you to size a ring in less than 2 minutes, with a seamless fit in the sizing joint. Diamond Cutting & Repair Service Turn your old styles or broken merchandise into profitable product using our in-house cutting and repair service. We work on rough and polished, round or fancy shape diamonds with full recuts, reshaping and repair services. Engraving through Stuller Studio Custom engraving through Stuller Studio allows you to personalize the inside and outside of wedding bands and select family jewelry. Studio lets you minimize excess inventory, supplement your bench capacity, and customize and deliver jewelry to your customer in three to five days. Prototype Selling System Increase your inventory turn time while minimizing your inventory costs with these premerchandised prototype-selling systems. Mountings: Pricing is suggested retail in U.S. Dollars at a $1,000 gold market; $1,100 platinum; $12 silver, subject to change without notice. Sold by DWT, plus labor and invoiced by exact DWT shipped, blank, without stones. Most items available set Stuller Studio with your choice of stones from our exclusive inventory within five days and are non-returnable, non-cancelable. Finished Jewelry: Pricing is suggested retail in U.S. Dollars at a $1,000 gold market; $1,100 platinum; and subject to change without notice. Sold by piece, not weight, with stones featured. Product stone code descriptions can be found on pages 499-502 of The Finished Jewelry Collection, Vol. 67, or at www. stuller.com, keyword search: AGTA Codes. Photography: Most products enlarged to show beauty of detail. Many styles are exclusive copyright of Stuller, Inc. and strictly enforced. Pricing subject to change without notice. AUGUST 2009 www.stuller.com the stuller standard 13

S T U L L E R PA R T N E R networking coast to coast ABJ network congratulates its 500th member on the morning of June 1, 2009, America s Best Jeweler registered Pam Swartz as the network s 500th member, signifying the radical success and substantial growth of the social network in only the several short months since its establishment! Matthew Stuller, along with National Jeweler Editorial Director, Whitney Sielaff, congratulated Pam during the ABJ/Couture Breakfast in Las Vegas. According to National Jeweler, Pam was very vocal about the value of the network as a support group of 500 retail jeweler peers. Her statement falls directly adjacent to one of the network s primary goals to deliver a constant flow of information and support for independent retail jewelers worldwide. About the ABJ Network Stuller plays a major role in supporting retail growth and development as the title sponsor of the America s Best Jewelers program, which was created by National Jeweler to enable best ABJ CONGRATULATES 500TH MEMBER From left to right Matthew Stuller, President, CEO and founder of Stuller, Inc.; Pam Swartz, Pageo Jewelers and Whitney Sielaff, National Jeweler Magazine. practices sharing across the industry. It fosters peer-to-peer education to give retailers practical, real-world successful strategies that can be immediately and easily applied to their businesses. Editor s Note: For more information about ABJ, you can visit the website at www.abjnetwork.com. Why should YOU join ABJ? 1. Create and personalize your own profile page complete with picture, blog, and video options. 2. Participate in a variety of discussions with other jewelers on topics important to you. 3. Connect with your peers and share creative thoughts and ideas. 4. Stay on top with important reference information from the experts at National Jeweler magazine. 5. Make friendships that could last a lifetime! AMERICA S BEST JEWELERS 14 the stuller standard www.stuller.com august 2009

Prototype Selling System Our selling system provides many styles, including: Half Round Flat Inside Round Milgrain Square Milgrain Inside Extra Heavy Comfort Fit Round Knife Edge Inside Round Double Milgrain Flat All pieces shown are yellow gold-plated or rhodium-plated for an exact reproduction of our karat gold inventory. Engraved prototypes and a template of available engraving fonts are also provided. Visit stuller.com for details or call 800-877-7777 and order yours today. In Your Words... Your wedding band selling system makes a very nice presentation. It s the only thing we have displayed in the case. We used to have a display from another company. They changed prices constantly, the pricelists were always out of date and getting updated prices was not easy. KIT:90503:T Prototype Wedding Band Selling System $229 Using your selling system is much better; The samples are well arranged, and we can hop onto your website and get the exact price, any day of the week including Sunday. This makes working with our customer very easy. Dave Davidson Davidson Dittmer Jewelers Cedar Falls, IA 800 877 7777 www.stuller.com

Celtic Details Playful and mystical. Enchanted and intriguing. Weaves as intricate as the stories from the land of legend. Designs symbolizing values of love, friendship and the infinite journey of life. To see more, visit stuller.com. A C B G E D F A. R41226S Blue Star Sapphire Cross, 52.75mm x 32.25mm, 14kt yellow, 107 $1,780. (Shown with CH72, sold separately.) B. R16012 Celtic Cross Pendant, 33mm x 23mm, 14kt white $429. (Shown with CH72, sold separately.) C. 9423 Men s Claddagh Ring, 15mm x 11mm, 14kt white, $889. D. 64764 Diamond Semi-Mount Engagement Base, 1/4 ct tw, 14kt two-tone, 30 $1,167. (Shown with head #383, 5/8 ct round center, sold separately.) 64764 Bridal Engagement Band, 1/6 ct tw, 14kt two-tone, 30 $536. E. 50385 Bridal Celtic Band, 7mm, 14kt yellow, size 11 $1,296. F. 50518 Bridal Celtic Band, 7mm, 14kt white, size 11 $1,296. G. 50388 Bridal Celtic Band, 7mm, 14kt two-tone, size 11 $1,407. H. 64763 Diamond Semi-Mount Engagement Base, 1/8 ct tw, 14kt white, 30 $660. (Shown with 1/2 ct head #321, sold separately.) 64763 Matching Band, 14kt white $208. H

G F A B C D E H L J K Diamonds & Pearls for the bride & her girls A. 67101 Diamond Earrings, 3/4 ct tw, 14kt white, 33 $2,071 per pair. B. 67087 Diamond Necklace, 3/8 ct tw, 14kt white, 33, 18 $1,400. C. 67136 Diamond Heart Earrings, 1/5 ct tw, 14kt white, 33 $637 per pair. D. 66415 Diamond Heart Necklace, 1/8 ct tw, 14kt white, 33, 16 $366. E. 84154 Heart Pendant Trim Mounting for Diamonds, 22-1.0mm,.309 dwt, 14kt white $46. F. 67146 South Sea Cultured Pearl and Diamond Necklace, 10mm circle,.05 ct tw, 14kt white, 113, 33, 18 $540. (Also available as semi-mount.) G. 67145 South Sea Cultured Pearl and Diamond Earrings, 10mm,.07 ct tw, 14kt white, 113, 33 $785 per pair. (Also available as semi-mount.) H. 60871 Diamond Line Bracelet, 21/8 ct tw, 14kt white, 110 $5,391. J. 60872 Diamond Bracelet, 41/2 ct tw, 14kt white, 110 $11,091. Mounting #BRC12. K. BRC18 Line Bracelet Mounting for Diamonds, 21/8 ct tw, 53-2.20mm, 8.49 dwt, 14kt yellow $1,568. L. 67207 Freshwater Cultured Pearl 7 Strand Bracelet, 4mm - 4.5mm, sterling silver, 39, 71/2 $61. To order, call 800.877.7777 or visit stuller.com.

FA S H I O N A B Fantasy Comes to Light in Big Fashionable Styles In Warm Yellows and Cool Whites... Gossamer strands of C D diamonds and gold answer the challenge facing our at Basel this year, are in stock and available for your DIAMOND FASHION RINGS A. 67095, $1,141 B. 67092, $1,501 C. 67094, $1,834 D. 64394, $1,134 customers with trimmed out-of-pocket budgets, yet with the need to have customers from Stuller on demand. Included in several different collections imaginative and exciting of Stuller finished jewelry, gifts and accessories. these pieces feature large Here s where the newest panoramas for design, diamond styling trends for but use negative space both fashion and bridal extensively to add design jewelry come heavily interest, bold look and into play. These diamond lightweight wearability. threaded styles of jewelry, And, your customer gets first seen at Vicenza and all of this at excellent price then in increasing amounts points. Some pieces dazzle DIAMOND BANGLES E. 65486, $9,787 F. 65485, $9,197 G. 65484, $12,486 H. 65487, $9,940 E with diamond-encrusted F G H 18 THE STULLER STANDARD www.stuller.com AUGUST 2009

FA S H I O N M J K ENGAGEMENT & BAND SETS L J. 66698, $1,240 (E), $220 (B) K. 66696, $1,046 (E), $586 (B) L. 66697, $1,313 SWIRL DESIGN NECKLACE & EARRINGS M. 66669, $2,174 N. 66667, $2,367 styles. Shown here are N examples of this styling threads only, while others from the Silhouette line bewitch with intermingled of engagements and diamond and simple white bands, and anniversary and yellow gold threading. band styles. We ve also Geometric shapes such shown part of our diamond as circle and marquise diamond fashion lines of shapes, swirl designs rings, bangles, and pendant and ribbons, twists and and earring ensembles. cascades accentuate the See the full range of visual appeal of these available style choices at pieces. Your customer www.stuller.com. who likes jewelry that goes easily from daywear to dinnerwear will be enchanted with these new U DIAMOND ANNIVERSARY BANDS P R T P. 66715, $1,004 Q. 66716, $1,179 R. 66687, $1,480 S. 66714, $1,616 T. 66713, $1,287 U. 66712, $2,325 Q S AUGUST 2009 www.stuller.com THE STULLER STANDARD 19

A. 66174 South Sea Cultured Circle Pearl, Genuine Peridot and London Blue Topaz Pendant, 12mm, 14kt yellow, 14, 62, 56 $611. Mounting #83819. (Shown with CH116, sold separately.) B. 83819 Pendant Mounting for Large Pearl, 10mm,.858 dwt 7, 14kt white $180. C. 66175 South Sea Cultured Circle Pearl, Genuine Peridot and London Blue Topaz Earrings, 12mm, 14kt yellow, 14, 62, 56 $1,308 per pair. D. 66298 South Sea Cultured Circle Pearl Charm Bracelet with Multi Color Stones, 11mm, 14kt yellow, 14, 44, 49, 137, 62, 119 $2,908. Bracelet #BRC351. E. Customize your Sea Sprite collection with our juicy gems and lustrous pearls. Visit stuller.com for a complete list of cabochon-cut color and pearl opportunities. (Shown below: Peridot, Pink Tourmaline, Golden South Sea Cultured Pearl and Tahitian Cultured Pearl.) A Indulge in Curvy Details & Splashes of Summer Color B C F. 50846 Fashion Ring, 19.25mm width, 18kt yellow/sterling silver, size 7 $160. G. 50848 Fashion Ring, 21.75mm width, 18kt yellow/sterling silver, size 7 $522. H. 50847 Fashion Ring, 14.5mm width, 18kt yellow/sterling silver, size 7 $159. J. 50815 Gold Fashion Ring, 20mm, 14kt yellow $564. K. 50816 Gold Fashion Ring, 19.25mm, 14kt yellow $719. L. 50820 Gold Fashion Ring, 26mm, 14kt yellow $798. E D K J L F G H

B A F C E G D J K H L M A. 66471 Genuine Swiss Blue Topaz Necklace, 10mm x 8mm, 14kt yellow/sterling silver, 77, 18 $261. B. 66433 Genuine Swiss Blue Topaz Ring, 14kt yellow/sterling silver, 77 $221. C. 66434 Genuine Swiss Blue Topaz Bracelet, 11mm x 9mm, 14kt yellow/sterling silver, 77 $443. D. 66432 Genuine Swiss Blue Topaz Earrings, 14kt yellow/sterling silver, 77 $270 per pair. E. 67065 Genuine Swiss Blue Topaz and Diamond Earrings, 14mm x 10mm, 7/8 ct tw, 14kt white, 77, 33 $2,579 per pair. Mounting #84443. F. 67066 Genuine Swiss Blue Topaz and Diamond Pendant, 14mm x 10mm, 3/8 ct tw, 14kt white, 77, 33 $1,307. Mounting #84444. (Shown with CH123, sold separately.) G. 84443 Oval Color Fashion Earring Mounting, 1-14mm x 10mm, 5-1.0mm, 1-2.2mm, 2-1.2mm, 34-1.3mm, 1.95 dwt 6, 14kt white $723 per pair. H. Create colorful expressions by combining small and large gemstones. Small Sapphires with Lemon Quartz or Amethyst centers are fun and fashionable. (Shown above: Natural Canary Yellow Sapphire, Lemon Quartz and Amethyst). J. 67112 Genuine Swiss Blue Topaz and Diamond Ring, 14mm x 10mm, 1/2 ct tw, 14kt white, 77, 33 $1,546. Mounting #71436. K. 63931 Genuine Sapphire and Diamond Anniversary Band, 2.5mm,.05 ct tw, 14kt white, 67, 30 $502. L. 64036 Genuine Sapphire and Diamond Anniversary Band, 1/5 ct tw, 14kt white, 67, 30 $1,001. M. 64034 Genuine Sapphire and Diamond Anniversary Band, 3mm, 1/3 ct tw, 14kt white, 67, 30 $1,659. To order, call 800.877.7777 or visit stuller.com.

Style & Price Point Flexibility 71436 shown set with Amethyst, Peridot and Swiss Blue Topaz and Diamonds / loose Spessartite Garnet, Smoky Quartz, Lemon Quartz and Rhodolite Garnet What better way to minimize your inventory size and cost, yet still say yes to every customer every time, than Stuller Studio? Uncompromising fashion begins with our basic mounting styles and your customer s imagination. The Studio does everything else, and your customer wears it home just a few days later. This featured entourage style (#71436) from the Wriggle Collection allows you to provide your customer with beautiful jewelry in the colors and at the price points your customer specifies, all without added inventory in your showcases. Prices for the shown variations range from $381 to $1,199. $1,199 14kt white AA Amethyst GH, I1 diamonds $383 Sterling Silver A Amethyst Cubic Zirconia $458 14kt white mounting only $1,126 14kt yellow AA Citrine GH, I1 diamonds $750 14kt yellow A Citrine Cubic Zirconia $1,182 14kt white AA Swiss Blue Topaz GH, I1 diamonds $381 Sterling Silver AA Sky Blue Topaz Cubic Zirconia Mounting 71436, 10mm x 8mm merchandised at various price points. For more information, call 800-877-7777 or visit stuller.com.

How do you turn $999 into $159,000? Display Stuller s NEW Gemstone Jewelry Collection. Build jewelry sales. Grow your customized design opportunities. One powerful turn-key presentation. Pre-order your kit today and take delivery in September just in time for the holiday selling season! Ask for KITPTO:90165:P. Coming Soon! The Gemstone Jewelry Collection by Stuller Profitable business opportunity with average margins of 60% Customizable Designs Affordable jewelry styles Minimal investment of $999 $159,000 in revenue potential in just 18 of showcase space The affordability of prototype samples, set with genuine gemstones, brings these designs to life while providing your customers the opportunity to try on each piece they choose. Each design in the collection is available next day*, or you can customize a style by selecting a different gemstone delivering a unique look in 3-5 days, using the power of Stuller Studio. To pre-order or for more information on kit KITPTO:90165:P, call 800.877.7777 or log onto stuller.com. *Next day delivery applies to orders placed before 5 pm central standard time and is dependent on availability. stuller.com 800.877.7777

Say Yes with Stuller At Stuller, our inventory of mountings, findings, diamonds and gemstones offer you endless possiblites. Style and quality go hand in hand with our finished jewelry and as always, orders are yours next day. Stuller. The beauty of it all. www.stuller.com 800 877 7777