Making a Marketing Splash - Stuller

July 2007 

Hot! Hot! Hot! 

White Metal Jewelry 

Making a Marketing 

Splash 

Stuller Studio Labor Sale 

Retail-July.pdf 1 

5/30/07 1:24:40 PM

As a Diamond Trading 

Company Sightholder 

and direct, just-in-time 

supplier, Stuller’s diamond 

services are multi-faceted. 

The Red Box Diamond ® 

selling system provides 

value-added services like 

guaranteed Stuller grading 

reports, a trade up program 

and free loss protection. 

Stuller.com gives you virtual 

inventory 24/7 providing a 

full selection of diamonds 

from melee to 5 carats in all 

shapes, sizes, prices and 

qualities. Trust. Confidence. 

Security. Call today to 

experience the many facets 

of Stuller. 

Stuller. The beauty of it all. 

Many Facets 

www.stuller.com 

800-877-7777 

Diamonds 

The 

, The Forevermark, SIGHTHOLDER and DIAMOND TRADING COMPANY are used under license from the DTC (Diamond Trading Company). 


5/30/07 1:24:40 PM

C O N T E N T S 

contentsJ U LY 2 0 0 7 

I s s u e 7 6 3 

Stuller & Industry News 

6 catalog resources what’s on your bookshelf? 

7 MJSA innovation award preform sweeps industry 

7 trade shows see you there 

8 what’s new circles with dangles 

9 what’s hot south sea pearls & diamonds 

features 

16 Fruity Charmers 

10 Red Box Diamonds ® diamond marketing team 

11 Black Box Gemstones ® selling system 

12 diamond facets hitting the books 

13 store strategy bolstering sales 

trends & fashion 

18 fashion forward white hot summer 

21 dynamite bridal delectable style 

22 stuller studio customized beauty 

at the bench 

3b 

5b 

6b 

7b 

7b 

8b 

8b 

9b 

stuller expert mike hagopian 

master’s touch service season 

inside stuller tool & die department 

custom designs your creative bench designs 

precut preform sizing stock in a kit 

brand your image save on imprinted packaging 

job security service envelopes 

Homer Holland tribute matt pays homage to legend 

On our cover: 66080 diamond neckace & 

66079 diamond bracelet 

2b The Right Fit 

Check out www.Stuller.com 

for a huge clearinghouse of Stuller 

information and orders. 

JULY 2007 www.stuller.com the stuller standard 

retail 3- 18- 19.pdf 1 

5/30/07 3:40:32 PM

stuller ad 5/30/07 3:18 PM Page 1 

Introducing Marketing 

Packages That Sell 

Powerful Promotions 

Stuller is introducing three powerful packages to help you 

increase sales and drive profits: Journey, Bridal and Holiday. 

For these three packages, Stuller is providing you with 

free professionally-designed creative, free high-quality product 

photography, free successful direct marketing strategies, 

discounted printing prices and a free mailing list through 

Synchrocom list Services.* 

Exclusively Yours 

Each ad is customized for your business and the 

creative will be exclusively yours for your marketplace. 

Be There for Your Customers 

Being there for your customers at just the right time with just 

the right gift is what sets you apart as: a trusted friend, a 

professional, a leader in your field—a master jeweler. They will 

trust your advice and recommend you to their friends. But 

being there for your customers at just the right time requires 

hard work, special knowledge and resources that until now only 

large retailers could afford. 

Stuller’s Direct Marketing On Demand powered by Synchrocom 

puts these resources and knowledge online for you to command. 

POWERFUL • FAST • EASY TO USE 

SAVE UP TO 60 %** OFF COMPARABLE PROGRAMS 

Bridal 

Package 

1A 

$000 

Product description will 

automatically populate here. You 

may edit this text if you would like. 

1B 

$000 




Gifts that will make this 

A Sparkling Christmas 

1C 

$000 




Journey 

Package 

Holiday 

Package 

Stuller and Synchrocom are excited to make this happen for 

you. Just visit Stuller.com, use your password and log on to 

Direct Marketing On Demand. You will find these three 

launch packages and more, or call Synchrocom at 

(888) 468-6335 and ask Corey to show you how 

Stuller’s Marketing On Demand will drive your sales and 

save you money too. 

*List services include segmentation by age, income, marital status, 

and location by zip code or radius from your store. 

**Estimate based on the cost of lists, creative concepts, 

photography, print and mailing services. 

Special Introductory Offer 

Free Mailing List 

and 

10% OFF! 

Commit to an advertising package before August 25th and receive a 

(excludes mailing cost) 

Powered By 

retail 4.pdf 1 

5/30/07 3:40:33 PM

E D I T O R I A L 

notes from Chuck 

many jewelers believe that 

their primary competition is coming from the 

internet. You may be surprised to learn, however, 

that our industry is also competing for the luxury 

dollar with electronics, designer accessories and 

clothing, and, the latest growing trend, designer 

handbags. We also know that women are making 

an increasing number of self purchases of luxury 

items. It is estimated that by 2010, 60% of 

American households will have women who will 

be the leading breadwinner. Today, women make 

85% of the purchasing decisions and influence 95% 

of said decisions! Don’t overlook the obvious! Our 

first challenge as jewelers is to attract consumer 

attention and create the need for jewelry. Our 

second challenge is to create a satisfying and 

memorable shopping experience for our customers. 

The beauty of the total experience brings them 

back again and again. The services that your store 

provides, both in the showroom and at the bench, 

differentiate you from your competition. Some of 

these services may include personalized design, 

protection against loss of a diamond or gem for the 

first year, ring sizing after the sale and tradeups to 

larger diamonds. Your store can also add value by 

providing important occasion reminders, watch 

battery replacements, cool drinks on hot days, 

free ring cleaning with any purchase and special 

perks for repeat customers (loyalty builders). 

Other value-adding touches include private 

appointments, free gift wrapping, designer trunk 

shows, prominently-displayed industry credentials 

and child play areas where parents can shop with 

limited interruptions. An article on how your 

bench can help add value to your store appears on 

page 13 of the retail section of this issue. Perhaps 

the most significant way to add to the perceived 

value of your store is by educating your customers 

about fine jewelry, diamonds, and gemstones. You 

can bet that they’ll return to the jeweler who cared 

enough to help them make an informed decision, 

while providing a beautiful product and a pleasant 

shopping experience. 

CHUCK LIEN 

COO 

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 Bolfer Lori Carter, Mgr. 

Leslie Dumatrait, D&G Asst. Marketing Manager 

Ramona Gautreaux, D&G Marketing Manager 

Steve MacDiarmid, PR/Trade Shows Director 

Sarah Bradshaw 

Susan Kiefer 

design 

Jacqui Cheramie, Director 

stuller standard online 

Trenton Bolfer, Mgr. 

Ron Domingue 

Kim Thibodeaux, Mgr info@stuller.com 

contact us 

stullerstandard@ stuller.com 


Stuller Standard Magazine 

P.O. Box 87777 

Lafayette, LA 70598-7777 

800.877.7777 

337.262.7785 fax 

photography 

Frank Centrilla Maggie Hidalgo 

Noelle White Marie Vest 

production 

Maureen Benjamin Leslie Dumatrait 

Shannon Guidry, Mgr. Missy Kruger 

Brenda Landry, Mgr. Robert Lawson 

Stephanie Pellerin Kisha Thompson 

contributing writers 

Claudia Rose Nancy Pier Sindt 

Deborah Yonick 

product management contributors 

Kathleen Blanchard, Diamond Fashion 

Nathan Button, Findings 

Chookie Diaz, Metal Fashion 

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 & Paspaley 

Jodi Venable, Tools 

Jim Wright, Tools 

editorial advisory board 

Joe Buttross, Exec VP, Diamonds & Gemstones 

Linus Cortez, EVP, Finance 

Bob Cox, EVP, Sales 

Jay Jackson, EVP, Logistics 

Jack McKay, EVP, IT 

Ray Weiland, EVP, Manufacturing 

Chuck Bowman, BVP, Mountings 

Elizabeth Brehmer, BVP, Findings 

Joe Orlando, BVP, Gemstones 

J.P. Walrond, BVP, Bridal Jewelry 

Darrell Warren, BVP, Tools & Supplies/Metals 

Stanley Zale, BVP, Diamonds 

© 2007, Stuller, Inc. All rights reserved. 

The 

, The Forevermark, SIGHTHOLDER, and DIAMOND TRADING COMPANY are used under license from the DTC (Diamond Trading Company) 



5/30/07 1:24:41 PM

C ATA L O G R E S O U R C E S 

What’s on Your Bookshelf? 

We Offer the Beauty of It All 

Our goal is to give you everything you need to create and 

maintain a successful business. If your bookshelf is missing 

one of these highly-effective sales resources, please call us at 

800.877.7777 and ask your friendly account consultant for the 

catalog you need in your reference library. 

Your Marketing 

Resource List 

• Mountings 

• Tools 

• Diamond & Gemstone 

• Packaging, Displays & Gifts 

• Finished Jewelry 

• Religious & Family Jewelry 

• Moissanite 

• Bridal Semi Mounts 

• Wedding Bands 

• Stuller & Paspaley 

• Metals 

• Findings 

• The Stuller Standard magazine 

• www.stuller.com 

the stULLer standard www.stuller.com JULY 2007 


5/30/07 1:24:41 PM

S T U L L E R N E W S 

MJSA Innovation Award 

Preform Ring Sizing System 

Saves Time, Money at the Bench 

Stuller, Inc. recently received the MJSA Innovation Award for its 

state-of-the-art fusion of special sizing stock and a custom vise clamp 

known as the Preform Ring Sizing System. 

“The MJSA Innovation Awards recognize technologies that are 

making a difference in the jewelry industry today, and will continue 

to do so in the future,” says Rich Youmans, Publisher of MJSA 

Journal. “Stuller’s Preform Ring Sizing System was chosen to receive 

an Innovation Award by an independent, international panel of nine 

esteemed judges with jewelry industry expertise. They recognize the 

inspiration, research, and development that went into creating this 

award-winning product.” 

Stuller introduced its new PREFORM Ring Sizing System to the 

industry during the JCK Las Vegas Show in 2006 to widespread bench 

jeweler acceptance. 

“Our PREFORM Ring Sizing System benefits include more surface 

area to give you stronger, seam-free joints that do not fail; a locking 

feature to keep the stock from moving and allow hands-free soldering; 

and less pitting when sizing, saving you grinding, filing, prepping, and 

polishing time,” says Darrell Warren, Stuller’s Vice President of Tools 

and Metals. “The system is simple and timesaving when compared to 

traditional dovetail methods. You even get thicker shanks and higherquality 

sizing results that the consumer can see. 

“The standard technique for sizing rings typically used by jewelers 

is slow, tedious, and requires significant time to reshape and refinish 

the ring,” says Warren. “Something better was desperately needed 

to increase productivity and make a higher-quality product. With 

PREFORM, the process time was reduced by two-thirds producing 

higher-quality sizing results.” 

According to Brett Northcutt, Director of Stone Setting/Stuller 

Studio, Stuller developed the Preform method for internal use to reduce 

the time and skill level necessary to size up a ring for the Stuller Studio 

(formerly Have It Your Way) customization program. When the system 

was implemented in the company’s Lafayette, Louisiana manufacturing 

facility, the sizing process was reduced to one-third the time it took 

using standard techniques. 

Stock is produced in four different thicknesses, and is premeasured 

to size rings up one-half to three-and-a-half sizes in half-size 

Preform developers (l-r) RICKY WILLIAMS, 

STONESETTING COORDINATOR & BRETT NORTHCUTT, 

DIRECTOR OF STONE SETTING/STULLER STUDIO 

increments. It is specially manufactured to match the curvature in a ring 

shank and is available in all popular metal qualities, including X1 white 

gold. Kits are available, as well as PREFORM Ring Sizing System Drill 

Guides and Mill Bits. 

To learn more about Stuller’s Preform Sizing System, call 800.877.7777, 

ext. 4300 or visit www.stuller.com for a special video presentation of 

the process. 

Stuller, Inc. is a Diamond Trading Company Sightholder and one 

of the world’s largest jewelry sector suppliers. From nearly 600,000 

square feet of manufacturing and administrative facilities, Stuller 

serves over 40,000 jewelry professionals as a manufacturer and 

distributor of finished jewelry, settings, mountings, findings, loose 

diamonds and colored gemstones, jewelers’ tools and supplies, and 

fabricated precious metals. Most items are in stock and ready to ship 

via next-day delivery if ordered by 5 p.m. local time in the continental 

U.S (4 p.m. on the west coast). 

What’s 

Easier Than 

Setting It 

Yourself? 

Stuller Studio! 

BLAZING SUMMER IS HERE 

AGAIN. And that means it’s time 

for Stuller Studio’s annual half-price 

labor sale. 

This is the best possible time to 

try Stuller Studio, especially if you’ve 

never used it before, because you can 

save on labor charges now through 

August 31. 

Just think, custom jewelry set to 

your specifications to match your store’s or customer’s price point, 

all without touching your bench. Those who use Stuller Studio on 

a regular basis know that this is the best time of the year to use the 

service to stock their cases. You can try the program by speaking with 

an account consultant, or by going to www.stuller.com. 

All you have to do is try the service once, and you’ll be hooked on 

the ease and convenience of Stuller Studio. 

SEE YOU AT THE TRADE SHOWS! 

The tradeshows are in full swing, and our staff is there to 

answer questions, help with orders and show you new 

products. 

The RJO Buying Show will be July 20-22 at the Hyatt in 

Kansas City, Kansas. Booth number is TBA. 

July 24-27, we will be at CMN-Cleveland at the Sheraton in 

Cleveland, Ohio. Booth is 507. 

We will be exhibiting at the JA International Jewelry Show 

at the Jacob K. Javits Convention Center in New York July 

29-Aug 1 at the Crystal Palace. Hope to see you there! 

We will also be attending SJTA Atlanta Jewelry Show Aug 

11-13 at the Cobb Galleria Centre in Atlanta. Our booths are 

1429-1439 and 1528-1538. 

See us at the Columbus Jewelry Show Aug 25-26 at the 

Greater Columbus Convention Center in Columbus, OH, 

Booth TBA. 



5/30/07 1:24:41 PM

W H AT ’ S N E W 

Stylish New Medallions 

Perfect for an afternoon party dress, or to wear with jeans and a 

T-shirt. 

Medallions are part of the hottest trend on the runways. Large 

geometrics are in, and your customer can still wear large jewelry 

with delicate touches in the scrolls and vining patterns beautifully 

incorporated inside the geometric design. 

83651 

83630 

For more medallions, see our website at www.stuller.com/ 

stullerstandard. 

83652 

83652 14KY 30x27 Metal Fashion Heart Pendant, $294 (shown on CH617, sold separately) 

83630 14KY 41.5x26.25 Metal Fashion Pendant, $371 (shown on CH617, sold separately) 

83651 14KW 28x22.5 Metal Fashion Pendant, $251 (shown on CH617, sold separately) 

What’s New • What’s New 

Creating Interest with Circles! 

83747-1/4 

The circle is an eternal symbol of life and how everything 

in our lives comes full circle. An extremely exciting 

83747-.48 

product category for the past two or three years, we’ve 

got a new variation on the circle. Our new mounting has 

two fixed loops, one for the bail assembly for a pendant, 

and the other to hold a beautiful dangle of your choice. 

83747-.48 

Now, the sky’s the limit for your customer to dream up 

the way they want their circle pendant to look. You may 

even want to hold a ‘design your own’ event in your 

store. To see all available sizes of this new mounting, 

go to www.stuller.com/stullerstandard. 

83747-1.08 

83747 .25 CT TW 29-1.1, $124, $510 (with 22174, 2882 & genuine pink sapphire on CH11) 

83747 .48 CT TW 32-1.5, $188, $1,021 (with 20894, 1829-6 & genuine yellow sapphire on CH11) 

83747 1.08 CT TW 36-2.0, $283, $1,907 (with 20894, 2881-9x7 & genuine peridot on CH11) 

83747 .48 CT TW 32-1.5, $188, $1,021 

the stULLer standard www.stuller.com JULY 2007 


5/30/07 1:24:42 PM

W H AT ’ S H O T 

Hot, Antique-Inspired 

Engagement Semi Mountings 

White gold vintage styling is HOT, HOT, HOT! Offer your 

customer the best quality of great-selling engagement 

65644 

semi mountings. They are the perfect accompaniment for 

beautiful center diamond sales. An incredible selection 

of antique inspired semi mountings can be found in our 

recently-released Volume 64 Semi Engagement Book. 

65509 

65644 14KW 3/8 CTTW Diamond Semi-Set Engagement Ring, 30 $1,146 

65509 14KW 1 CTTW Diamond Semi-Set Engagement Ring, 30, 35 $2,677 

65509 14KW 1/8 CTTW Diamond Matching Band, 30 $450 

65510 14KW 1 CTTW Diamond Semi-Set Engagement Ring, 30, 35 $2,496 

Center stones sold separately. 

What’s Hot • What’s Hot 

South Sea Cultured Pearl 

Perfection in the Moonlight 

65510 

This beautiful ensemble of South Sea cultured pearl and 

diamond pendant and earrings evokes the sensations and 

sounds of warm summer balconies, beautiful ballrooms, 

music to soothe the soul and women in extravagant evening 

gowns. 

Available with or without the 11mm circlé pearls (and priced 

below with the pearls), this grouping is a sure show stopper. 

Let your best customer “try them on.” And, you’ll make a 

gorgeous sale. 

For more South Sea cultured pearl jewelry, look into the 

Finished Jewelry Book, Vol. 60, or go to www.stuller.com. 

65774 14KW 11.00mm South Sea Circle Pearl and Diamond Earrings. (1/3 CT TW) $1,416 

65775 14KW 11.00mm South Sea Circle Pearl and Diamond Necklace (3/4 CTTW) $2,266 



5/30/07 1:24:42 PM

A B O U T D I A M O N D S 

With 

this 

article, we 

have come 

full circle in spotlighting all of the 

many people who work hard each 

and every day behind the scenes to 

provide you with the trust, confidence 

and security that you have come to 

expect when you purchase diamonds 

from Stuller. Trust in the quality of 

merchandise you receive; Confidence 

in Stuller’s ability to provide the 

diamonds you need, when you need 

them, all at competitive pricing; and 

the Security of having more than 100 

diamond specialists dedicated to providing worry-free services and 

products, all in an effort to help your business grow and profit! 

The Diamond Marketing Team completes the circle of friends that 

you have here at Stuller who are dedicated to providing unequaled 

value with every diamond purchase you make. Our team is lead by 

Stanley Zale, Business Vice President for Diamonds. With more than 

25 years of industry involvement, Stanley brings an incredible wealth of 

experience and knowledge in guiding our diamond merchandising and 

marketing efforts. With expertise in managing diamond manufacturing, 

merchandising, and inventory control, as well as, marketing, Stanley 

provides invaluable experience in making certain that we stay upto-date 

with current trends in the marketplace. We want to have the 

Red Box Diamonds ® 

Serial Shape Clarity Color Wgt. Sale/CT % off RAP 

85920** OV SI1 D 0.38 $1,254 43% 

96468* OV SI2 E 0.42 $1,406 26% 

97049* OV SI1 H 0.47 $1,425 28% 

96761* OV VS1 F 0.51 $2,356 28% 

82574* OV VS2 F 0.53 $2,214 28% 

86134** OV VS2 I 0.52 $1,254 43% 

86136** OV VS2 I 0.52 $1,254 43% 

83084* OV SI1 D 0.74 $2,974 35% 

83085* OV SI1 D 0.74 $2,974 35% 

101554* OV SI2 D 0.78 $2,518 37% 

87572* OV VS1 G 0.71 $2,974 35% 

101306* OV VS2 H 0.71 $2,518 35% 

78745** OV VVS2 L 0.90 $1,596 36% 

97800* OV VS2 I 1.21 $3,078 31% 

101111** OV SI1 D 1.51 $5,406 35% 

103328* OV SI2 E 1.50 $4,294 36% 

95586* OV VS1 I 1.66 $4,209 31% 

85069** OV VS1 H 2.01 $6,669 29% 

95938** OV VS2 E 2.25 $9,576 26% 

95960* OV I1 H 4.00 $4,294 29% 

Serial #s noted with * have Stuller grading report; those with ** have a GIA grading 

report. Pricing is jeweler cost. 

coming full circle 

Meeting your diamond needs… 

the Diamond Marketing Team 

products for which your 

customers are asking! 

Supported by four 

dedicated individuals who 

stand with him in helping 

to grow your business, 

Zale relies on his staff to 

carry out our diamond 

merchandising and 

marketing efforts. Cindy 

Blanchard, Administrative 

Assistant and Xathena 

Carter, Assistant Diamond 

Product Manager, focus 

their full attention to 

analyzing our diamond business, executing our diamond merchandising 

plan, and identifying emerging trends along with new product concepts. 

Our ultimate goal is to have the ideal assortment mix to meet your 

diamond needs. 

Ramona Gautreaux, Diamond and Gemstone Marketing Manager, 

focuses her energy on helping you sell more diamond products 

profitably. Through development of new programs such as our Journey 

Diamond Program, Gautreaux and Assistant Marketing Manager, 

Leslie Dumatrait, continually look for avenues to assist you in 

spreading the word with your customers about the beauty and value 

of diamonds. Marketing efforts such as package inserts, e-mails, home 

page promotions, hold messages and Stuller Standard articles such as 

this one are developed constantly to help promote diamond specials, 

or introduce new diamond products that we have to offer you. With 

more than 37 combined years of experience in the jewelry industry, 

Ramona and Leslie put their energy and experience into helping you 

sell diamonds. 

Trust. Confidence. Security. Three little words that mean your 

success! 

DIAMOND BUSINESS UNIT MARKETING TEAM 

(l-r) (front row) XATHENA CARTER, RAMONA GAUTREAUX, & BUSINESS 

VICE PRESIDENT STANLEY ZALE 

(back row) LESLIE DUMATRAIT & CINDY BLANCHARD 

SHAPE of the 

month: OVAL 

ASK YOUR 

SALES 

CONSULTANT 

ABOUT THE 

OVAL DIAMOND 

SPECIAL FOR 

JULY. 

10 the stuller standard www.stuller.com JULY 2007 

retail 10.pdf 1 

5/31/07 10:13:15 AM

What’s stopping you from selling all 

the color you possibly can? Money? 

Product confidence? Access to 

product or availability of unique 

gems? All of the above? 

What if I told you that you could have instant access to thousands 

of unique gemstones, gems that were perfectly suited to be the 

center piece of your designs, without investing a dime in inventory 

costs? What if you did not have to shoulder the full burden of 

accurately representing the gem to your customer, because the 

gem you sell comes with third-party grading verification and fully 

discloses any treatments? How would your customers react if you 

told them that their new gem came with free loss protection for 

one year? What would it feel like to get a check in the mail because 

you purchased 10 or more unique gems in the course of a year? Would you 

pinch yourself because you thought you might be dreaming? 

This is not a dream; this is the Black Box Gemstone® selling system. The 

Black Box Gemstone® selling system provides you with all the tools you need 

to sell more gems— more profitably. It provides you with a comprehensive 

approach to the sales of exceptional color and giving your customers a sense 

of trust, confidence and security. 

Each Black Box Gemstone® is selected for its beauty. Spectacularly cut, 

your Black Box Gemstone® arrives in your store individually packaged 

in a handsome black portfolio. Upon opening the portfolio, the gemstone 

is the central focus. The presentation includes a grading report from an 

independent laboratory such as AGTA, or a comprehensive report from 

Stuller. Our team of GIA and AGS trained experts examine each gem. We 

confidently guarantee the accuracy of our reports, giving you peace-of-mind. 

Having third party verification of a gems quality along with any treatments 

helps to build trust between you and your client. 

Security comes in the form of a laser-inscribed serial number that is 

visible under 60 power magnification. The inscribed number matches 

the grading report number, giving your customer the added assurance of 

being able to identify their gemstone. 

color of the 

month: orange 

START SELLING 

MORE COLOR WITH 

YOUR GEMSTONE 

“COLOR OF 

THE MONTH” 

MARKETING KIT, 

AVAILABLE FOR 

$44.95. 

ASK YOUR SALES 

CONSULTANT 

ABOUT JULY’S 

CALENDAR SPECIAL 

ON SELECT 

PERIDOT. 

exquisite color 

It’s not just a dream! 

A B O U T G E M S T O N E S 

Inspire confidence by giving your customers protection 

against the loss of their gem. “Free for the first year” means 

coverage against loss, theft and mysterious disappearance 

of the Black Box Gemstone® purchased. Peace-ofmind 

coverage on the Black Box Gemstone ® begins 

immediately once the provided form is completed and 

faxed or mailed. 

One of the challenges of selling color is being able to 

view a gem before you purchase. We help you overcome 

this challenge in two ways. The first is the availability of 

a 5-day memo for qualified accounts. You can view the 

gem, show your customer and make a sale. Secondly, you 

can see our online inventory, displayed with your store 

markup. We call this powerful tool “virtual inventory.” 

It allows you to show thousands of gems to your clients without investing 

your inventory dollars. From the gemstone search page, select your gem type, 

such as Ruby. You will see an option for Black Box Gemstones®. Select your 

criteria and then view the details of the individual gem, including a picture 

of the gemstone and a GemEwizard color number. 

With the purchase of 10 or more Black Box Gemstones®, you earn 

a rebate that starts at 5%. Each spring, we send a cash rebate to you for 

the previous year’s qualifying purchases. Many customers offer it as a sales 

incentive to their staff, use the money to reinvest in inventory for their store, 

or even take a vacation. 

With all of these benefits, incentives and customer relationship building 

opportunities – selling color has never been easier or more profitable. It’s not 

a dream; it’s the beauty of Stuller. 

Black Box Gemstones ® 

Serial Shape description clarity Wgt. Sale/CT 

89147* OV Spessartite Garnet MODI 2.27 $80 

89152* OV Spessartite Garnet SLYI 2.16 $120 

86993* OV Spessartite Garnet ECLN 3.06 $145 

86994* OV Spessartite Garnet ECLN 4.72 $175 

89369* OV Spessartite Garnet SLYI 4.96 $385 

86990* RD Spessartite Garnet SLYI 2.51 $240 

86991* RD Spessartite Garnet SLYI 2.41 $210 

87020* SQ Prcs Spessartite Garnet ECLN 2.23 $270 

87022* SQ Prcs Spessartite Garnet ECLN 2.18 $270 

87023* SQ Prcs Spessartite Garnet SLYI 2.17 $240 

70983* ANT Mexican Fire Opal ECLN 2.75 $195 

71436* OV Mexican Fire Opal ECLN 3.79 $175 








70980* PS Mexican Fire Opal ECLN 3.76 $175 

Serial #s noted with * have Stuller report. All others have a grading report from an 

independent lab. ECLN (eyeclean); SLYI (slightly included); MODI (moderately 

included); HVYI (heavily included); DCLS (déclassé). Pricing is jeweler cost. 

JULY 2007 www.stuller.com the stuller standard 11 


5/30/07 1:24:43 PM

D P S C O L U M N 

hDPS diam nd facets 

Adding Value…“By the Book!” 

ere at the DPS, we spend lots of time As you pass the 

talking to consumers to find out why they audio bookshelf, 

love diamond jewelry and how they choose you’re tempted by the 

where to buy it. The ideal product they earphones and begin 

are seeking is a complex combination of listening to the new 

elements: an exquisitely-designed piece Patricia Cornwell 

of jewelry presented with artistry in an thriller on tape. Of 

alluring environment where knowledgeable course, you can’t 

associates treat each customer as a unique 

individual. The services and ambiance that surround the product add 

significant value to the purchase experience and help justify a premium 

resist buying it for 

those long commutes 

in your car. 

price… thereby creating value for the retailer. 

Everywhere you 

If you want to enhance the purchase experience in your store, one 

of the best places to start is at a fine bookstore. Not because you 

look are intriguing 

displays and great 

need to do some research, but because the bookselling industry is gifts. The store dynamic duo: dealer’s book of 

out-marketing many other categories when it comes to adding value! keeps inviting you gemstones & diamonds, 2-volume set, 

62-4460 

Since this category has used imagination to garner an increasing share to discover and savor 

of consumers’ discretionary income, you’ll find that an innovative the merchandise. 

bookstore is a laboratory of marketing ideas. 

What are they doing right? First, they are investing in expertise. 

They hire passionate “bookworms” who love being around literature 

and pass their enthusiasm on to their customers. They are trained to 

help you find anything in their inventory, or order that elusive title if 

need be. The typical bookstore employee is quick to help customers 

find exactly what they are looking for, while some jewelry store 

associates are confused by words like “pave” and “melee.” In a world 

of information-savvy consumers, our associates need to be far better 

trained and much more passionate about jewelry. They need to be 

experts, like booksellers have become. 

Second, bookstores create an ambiance that stimulates purchase. 

How do they do this? Some add a café that becomes a neighborhood 

meeting place. While picking up a newspaper, you decide to enjoy a latte. 

Then you buy a magazine 

to linger a bit longer. 

Huge comfy armchairs are strategically placed to encourage you to 

browse through cookbooks or decorating guides or tales of Everest 

explorations. You only meant to pop in for a newspaper, but you end up 

spending two hours collecting a bag of purchases. Couldn’t we take a 

lesson from this experience-rich environment? 

Third, bookstores are experts at organization. They make it easy 

for you to find your selection, and offer help when it is not on the 

shelf. Some even provide comment cards written by salespeople to 

recommend a favorite book. This cuts through the ocean of choices and 

identifies winners. Why not curate your collection to help customers 

find the best selections? Why not provide comment cards to showcase 

best sellers, or great choices for an anniversary or the birth of a child? 

There are many ways to enhance the value of your offerings; 

bookstores offer intriguing lessons. Perhaps your associates could go on 

a sleuthing mission and come back with some “bookish” marketing 

ideas to share at your next meeting. Happy hunting! 

In time, you notice the 

children’s story corner, 

where toddlers are 

Editor’s Note: This is part of a running series from Claudia Rose, Director of Industry 

Strategy, at the Diamond Promotion Service. 

entranced by The 

Cat in the Hat. So 

you find yourself 

buying a copy 

for your 

nephew. 

Geller’s Blue Book 62-4496: Everything to 

train your staff about jewelry REPAIRS 

The 

, The Forevermark, SIGHTHOLDER, and DIAMOND TRADING COMPANY are used under 

license from the DTC (Diamond Trading Company) 

12 the stULLer standard www.stuller.com JULY 2007 


5/30/07 1:24:43 PM

S T O R E S T R AT E G Y 

custom jewelers have a unique business proposition 

in their bench. The talents comprising this area 

include metalsmiths, stone setters, engravers, 

model makers, and designers, all providing 

you with products and services that bring in 

business, even in slow times. Touting this highprofit 

center will increase traffic, sales and 

recognition of your store as the jewelry source 

in your community. Consider the ideas of these 

savvy jewelers who love to boast about their bench: 

1. Counter Chat — Susan Eisen of Susan Eisen Jewelry, with two 

stores in El Paso, TX, loves to create custom jewelry designs and 

her passion is to talk about it with everyone who visits her store. 

“We love to take jewelry apart and put things together, remake, 

modify, enlarge, reduce — it’s a lot of fun,” shares Eisen. “I like to 

give customers lots of ideas. I keep many catalogues around and 

love to do drawings to show them what is possible. Customers seem 

appreciative when you take the time to explain how your services 

can benefit them.” 

2. Talk Tech — Many jewelers who make the investment to buy 

a laser welder say that it pays for itself almost instantly. “When we 

did cash flow projections, we discovered that this tool allowed us 

to produce more work, therefore more volume. It’s one of our most 

important profit centers,” touts Daniel Gordon, president of Samuel 

Gordon Jewelers in Oklahoma City, OK. “Before laser welders, some 

repairs simply could not be done. The laser welder has changed all of 

that.” Gordon’s advertising sings the praises of lasers. “If you’ve got 

one, you’ve got to talk about it! It will distinguish your store from 

the competition.” 

3. Host a Party — Designer T. Lee is a fan of gemstone 

roundtables, something she learned in a seminar during the 

AGTA Tucson Gem Fair and hosted in her Minneapolis, MN 

gallery. “It has been an amazing event that exposes my customers 

to a range of interesting gems that they can touch and play with, 

store strategy 

9 ways your bench 

can bolster sales 

generating tons of loose gem sales, and offering incentives for 

custom work,” she explains. “This has become our best promotion. 

The roundtables have added significantly to our bottom line.” 

4. Push Personalization — Fine jewelers who boast custom services 

have an advantage in closing sales by promoting personalization 

options. “Often these details are subtle, like engraving initials and 

hearts inside the shank or sculpting symbols into the gallery of a 

ring such as treble clef to signify a client’s affinity with music,” 

explains Lee Krombholz of Krombholz Jewelers, Cincinnati, OH. 

“These elements elevate the piece to one-of-a-kind status. It often 

makes the difference between someone buying from you or the guy 

down the street.” 

5. Engage the Experience — Wayne Werner of Wayne Werner 

Designs, Havre de Grace, MD believes in involving his customers 

in the custom experience. “I even had a woman, so amazed that 

metal could be stretched, take a hammer and begin forging her 

own piece. I feel the life force of the maker is something customers 

want. It’s the connection that has been lost over the years. I love 

that people think jewelry making is fascinating. They always have 

a ton of questions. They get involved the moment they walk into 

my studio.” 

6. Create Converts — By offering options for adaptability, custom 

jewelers can create simple add-on sales in earrings with detachable 

drops, pendants that become brooches, or necklaces that break 

down into bracelets. Eve Alfillé of Eve Alfillé Design Gallery in 

Evanston, IL advises brides-to-be to take their diamond studs or 

even ready-made earring jackets that she has in stock and create 

detachable drops for the wedding day. 

7. Instantly Gratify — Many custom jewelers advocate the instant 

gratification a bench onsite can provide customers. Recently retired 

jeweler Greg Christian of Sturgeon Bay, WI tells of how he would 

offer engagement ring shoppers immediate satisfaction by simply 

replacing the center crown on a semi mount. “I had couples who 

would fell in love with a setting that takes a carat-size diamond, but 

they could not afford a full carat. So, I would suggest they consider 

three-quarters of a carat, by simply replacing the center crown in a 

three-quarter carat size. I also applied the same concept to changing 

the crown type in a preferred style from prong to semi-bezel. It’s a 

simple task that emphasizes your flexibility.” 

Flexing your muscle as a custom jeweler by pressing your bench 

can cultivate steady business for the long haul. 

roundtable demonstrations: Designer T. Lee 

swears by their effectiveness with customers. 

By Deborah A. Yonick 



5/30/07 1:24:44 PM

PECTRUM WARDS TM 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

AM ERICAN GEM TRADE ASSOCIATION 

10172_AGTA_Spectrumadresize.indd1 Retail-July.pdf 13 

1 

5/30/07 1:24:44 PM 4/25/07 9:30:42 AM

jeweler’s voice 

Custom Solutions 

Custom Pricing 

Your customer’s dream come true! 

Stuller Studio can help you keep a balance between stocked showcases and 

inventory costs while providing tailored price points for your customers. Stuller 

Studio gives you premium service without premium prices. Try it during 

the half price labor sale in July and August. Not familiar with Stuller Studio? 

Ask your friendly sales consultant at 800.877.7777 about the program the 

next time you call us. 

“The quality of product and speed of 

delivery is always consistent and Stuller 

Studio has helped us live up to our 

customers’ high standards. Essentially, 

there is no competition to 

Stuller Studio. No other manufacturer can 

provide the quick turnaround time offered by 

Stuller. We’re looking at Stuller’s 5 days 

versus others’ 2-6 weeks.” 

Tim Reffner with The Prospector 

Pendant 83591 14KW 

6.5 round .50 CT TW diamonds 

Chatham Created Sapphire, SI 

(I 1 G-I) diamonds. As shown 

through Stuller Studio, $2,095 

Ring 70607 14KW 

8x6 oval, .14 CT TW diamonds 

London Blue Topaz, VQ2 (I 1 G-I) diamonds. 

As shown through Stuller Studio, $597 

Your Jewelry, Your Way. 

STULLER STUDIO 


5/30/07 1:24:44 PM

FA S H I O N 

pendants (from left) 

65409, 65831, 65446 

Caption here. 

ALL CAPS SECOND 

AND THIRD LINE 

rings (from top to 

bottom) 

R43004 

65508 

65589 

earrings 

62781 Caption here. 



So Summer Much Styles More 

Than Are White Just Hot Hearts 

It’s Warm Valentine’s weather Day heats in up your season’s store. 

Traditional fashions... heart pendants and 

bracelets are fine, but what about 

these romantic treasures are are sure 

It’s to that turn heads... 

warmweather 

time 

Cnsectetuer 

of year 

again, when lighter adipiscing 

clothing, open elit. necklines 

and bare arms Pellentesque 

demand the 

ornare finishing dolor. touches Vestibulum of fine ante 

ipsum jewelry. primis According faucibus to the orci 

luctus fashion et magazines, ultrices posuere the 

cubilia colors Curae; to watch Lorem this ipsum season 

dolor are warm, sit amet, citrus consectetuer shades 

adipimentum. such as lemon Suspendisse 

yellow, lime, 

lorem orange libero, and sky mollis blue nec, – as 

sollicitudin well as 60’s-inspired vel, vehicula blackand-white 

elit. Aliquam patterns tempus. and the 

vitae, 

Suspendisse ever-classic white. tincidarcu Another odio 

imperdiet strong color lacus, trend elobortis right 

metus now incorporates lectunsea risus the tortor, entire 

Cnsectetuer range of metallic adipiscing shades— elit. 

Pellentesque from bronze and ornare pewter dolor. to 

Vestibulum gold and silver— ante ipsum but none 

primis is hotter in faucibus than silver. orci luctus 

et Harper’s ultrices Bazaar posuere featured cubilia 

Curae; the chic Lorem duo of ipsum a classic dolor 

sit white amet, blouse consectetuer with a 

adipimentum. sequined silver Suspendisse skirt. Vogue 

lorem spotlighted libero, Vera mollis Wang’s nec, 

sollicitudin silver-sequined vel, vehicula chemise 

vitae, accented elit. Aliquam with black-andwhite 

antique tincidarcu jewelry. odio 

tempus. 

Suspendisse 

imperdiet Silvery metallic lacus, elobortis shades are 

metus being shown lectunsea across risus the tortor, 

Cnsectetuer board in shoes, adipiscing handbags, elit. 

Pellentesque belts, sunglasses ornare and dolor. hair 

Vestibulum accessories. ante That’s ipsum 

primis because in faucibus silver is flattering orci luctus 

et and ultrices sexy as posuere well as cubilia 

Curae; versatile, Lorem no matter ipsum dolor what a 

sit woman’s amet, consectetuer 

complexion or 

adipimentum. hair color. For Suspendisse 

pale-eyed 

lorem blondes, libero, nothing mollis is nec, more 

sollicitudin vel, vehicula 

vitae, elit. Aliquam tempus. 

By Nancy Sindt Pier Sindt 

complementary; for 

redheads or brunettes, the 

shimmer adds a finishing 

Suspendisse touch to any tincidarcu outfit, day odio 

imperdiet through evening. lacus, elobortis The 

metus newest lectunsea white metal risus jewelry tortor, 

Cnsectetuer also offers multiple adipiscing wearing elit. 

Pellentesque options. For the ornare best dolor. of 

Vestibulum white materials, ante ipsum look no 

primis further in than faucibus white orci gold, luctus 

et sterling ultrices silver posuere and cubilia the 

Curae; platinum Lorem family ipsum of metals, dolor 

sit each amet, with consectetuer 

limitless styles to 

adipimentum. choose from as Suspendisse well as a 

lorem variety libero, of price mollis points. nec, The 

sollicitudin white trend vel, is hardly vehicula limited 

tibulum to metals ante and ipsum in fact primis 

includes faucibus the orci most luctus wanted et 

ultrices of gems: posuere diamonds cubilia and 

Curae; pearls plus Lorem opal, ipsum dolor 

sit moonstone, amet, consectetuer moissanite and 

adipimentum. white sapphire. Suspendisse The best 

lorem looks libero, are styles mollis with nec, 

sollicitudin simple, elegant vel, vehicula lines and a 

vitae, touch elit. of sparkle. Aliquam The tempus. 

Suspendisse newest rings tincidarcu combine a odio 

imperdiet touch of nostalgia lacus, elobortis with 

metus modernity, lectunsea with geometric risus tortor, 

Vestibulum and cutout ante designs ipsum 

primis enhanced in faucibus with diamond orci luctus 

et pavé. ultrices Reflecting posuere fashion’s cubilia 

Curae;faucibus romantic mood, orci the luctus newest 

et rings ultrices feature posuere interlocking cubilia 

Curae; and woven Lorem motifs, ipsum lacy dolor and 

sit embellished amet, consectetuer details such as 

adipimentum. millegrain, filigree Suspendisse and 

lorem engraving. libero, Whether mollis nec, it’s a 

sollicitudin gift for a special vel, vehicula occasion 

vitae, or a self-purchase, elit. Aliquam tempus. a white 

Suspendisse gold ring set tincidarcu with created odio 

imperdiet moissanite lacus, and elobortis accented 

tibulum ante ipsum primis 

in faucibus orci luctus et 

ultrices posuere cubilia 

Curae; Lorem ipsum dolor 

sit amet, consectetuer 

18 the stULLer standard www.stuller.com JULY 2007 

retail 3- 18- 19.pdf 2 

5/30/07 3:40:33 PM

FA S H I O N 

Cnsectetuer adipiscing elit. 

Pellentesque ornare 

CHAIN 

dolor. 

Vestibulum ante 

CH770 

ipsum 

primis in faucibus orci luctus 

et ultrices posuere cubilia 



adipimentum. Suspendisse 

lorem libero, mollis nec, 

sollicitudin with diamonds vel, vehicula is a perfect 

vitae, choice. elit. Charles Aliquam & tempus. Colvard 

Suspendisse created moissanite, tincidarcu a odio 

imperdiet manmade lacus, gemstone elobortis with 

metus high dispersion, lectunsea risus blends tortor, 

Cnsectetuer perfectly with adipiscing small elit. 

Pellentesque diamonds, creating ornare dolor. a big 

Vestibulum impact at a ante much ipsum lower 

primis price point faucibus than an orci alldiamond 

ultrices piece. posuere Having cubilia said 

luctus 

et 

Curae; all this, Lorem don’t ipsum think that dolor just 

sit because amet, consectetuer 

the trend is white, 

adipimentum. it has to be all Suspendisse 

about white 

lorem gemstones libero, in mollis white nec, gold. If 

sollicitudin you or your vel, customer vehicula 

vitae, prefers elit. the Aliquam rich hues tempus. of 

Suspendisse colored gemstones tincidarcu such odio as 

imperdiet amethyst, lacus, peridot, elobortis rhodolite 

metus garnet lectunsea and citrine, risus no tortor, 

Cnsectetuer problem. These adipiscing and other elit. 

Pellentesque brilliantly colored ornare dolor. 

Vestibulum gemstones ante fairly ipsum pop when 

primis placed in in faucibus white settings. orci luctus As 

et a matter ultrices of posuere fact, certain cubilia 

Curae; “cool” Lorem shades ipsum such dolor as 

sit blues, amet, greens consectetuer and purples, 

adipimentum. are often preferred Suspendisse in white 

lorem rather libero, than yellow mollis nec, settings. 

sollicitudin Bracelets are vel, always vehicula 

vitae, popular elit. summertime Aliquam tempus. items, 

Suspendisse from bold cuff tincidarcu bracelets, odio 

imperdiet stackable lacus, bangles elobortis and 

metus charm lectunsea bracelets risus to newer tortor, 

Cnsectetuer designs featuring adipiscing multiple elit. 

Pellentesque chains and lightweight ornare dolor. 

Vestibulum centerpieces. ante These ipsum ultraflexible 

primis in looks faucibus are orci light luctus and 

sinuous, et ultrices giving posuere off cubilia sparkle 

as Curae; they Lorem slide from ipsum the dolor wrist 

to sit the amet, forearm consectetuer at every 

movement adipimentum. of Suspendisse 

the arm. For 









Cnsectetuer adipiscing elit. 

Pellentesque ornare dolor. 

Vestibulum ante ipsum 

primis in faucibus orci luctus 

et ultrices posuere cubilia 






vitae, birthdays elit. Aliquam and tempus. 

Suspendisse anniversaries, tincidarcu consider odio the 

imperdiet sentimental lacus, looks elobortis of 

metus Mother lectunsea and Child® risus rings tortor, 

and Cnsectetuer bracelets. adipiscing Necklaces elit. 

follow Pellentesque their own ornare route dolor. for 

warm-weather Vestibulum ante seasons, ipsum led 

by primis the continued faucibus orci popularity luctus 

of et ultrices the pendant. posuere Buyers cubilia can 

choose Curae; Lorem from simple ipsum dolor 

diamond sit amet, consectetuer 

solitaires, classic 

circles adipimentum. and hearts Suspendisse or 

delicate lorem libero, freeform mollis designs nec, 

that sollicitudin capture vel, the vehicula modern 

mood. vitae, elit. Among Aliquam the tempus. most 

popular Suspendisse designs tincidarcu are the odio 

romantic imperdiet journey lacus, elobortis styles 

with metus a lectunsea spray of diamonds risus tortor, in 

graduated Cnsectetuer sizes. adipiscing Women elit. 

love Pellentesque to express ornare themselves dolor. 

through Vestibulum their ante jewelry ipsum and 

the primis most in faucibus wanted designs orci luctus 

will et ultrices include posuere traditional cubilia 

summer Curae; Lorem favorites ipsum such dolor as 

flowers, sit amet, birds, consectetuer butterflies 

and adipimentum. sea creatures. Suspendisse Stuller’s 

expanded lorem libero, collection mollis nec, of 

floral-patterned sollicitudin vel, vehicula designs is 

aimed vitae, elit. to please Aliquam a tempus. wide 

audience Suspendisse of women. tincidarcu For odio 

the imperdiet young lacus, at heart, elobortis there 

are metus daisy lectunsea rings and risus tortor, 

earrings; Cnsectetuer if her adipiscing tastes run elit. 

to Pellentesque the classics, ornare an elegant dolor. 

rose Vestibulum pin never ante fails. ipsum For 

women primis in favoring faucibus a orci more luctus 

modern et ultrices look, posuere choose cubilia a 

necklace Curae; Lorem earrings ipsum dolor with 

trailing sit amet, tendrils consectetuer of white 

gold adipimentum. encrusted Suspendisse with 

diamond lorem libero, pavé. mollis nec, 






bracelet 

BRC302 

ensembles 

(top) PENDANT 64519; EARRINGS 64520 

(bottom) PENDANT 65362; EARRINGS 65146 

Caption here. 



ring 

65741 

Caption here. 



ring 

65733 

Caption here. 




retail 3- 18- 19.pdf 3 

5/30/07 3:40:33 PM

Joyful Family & Religious Jewelry 

A 

B 

F 

E 

D 

C 

B 19561 14KW, 19.5x13.5mm, The Kids “Kiss” Girl Pendant, $206 

C R5036, 14KY 25x24mm, 4-Way Cross Medal, $276 

A The delightful Deco Kids are stocked and available in 14KY and 14KW, 

already set with birthstones. You can assemble any boy/girl and birthstone 

combination into a necklace, or let Stuller Studio assemble it for you in just 

three working days. Start with CH745, then add 19630 (girl) or 19631 (boy). 

$802 as shown. 

D R4052 14KTT 33x23mm, Crucifix Pendant, $274 

E R41198D 14KY .72 CT TW Diamond Cross, 30 $1974 

F R41662 14KY 16.5x14.75mm, Star of David with Blue Enamel, $84 

To order, call 1.800-877.7777 or log on to www.stuller.com 


5/30/07 1:24:46 PM

PH: 1.800.877.7777 

Bridal 

Jewelry 

Finished 

Jewelry 

PH: 1.800.877.7777 

Bridal 

Jewelry 

P.O. BOX 87777 



FX:1.800.444.4741 

Mountings Diamonds Gemstones Findings Metals Tools Packaging 

& Display 

P.O. BOX 87777 



FX:1.800.444.4741 

Finished Mountings Diamonds Gemstones Findings Metals Tools Packaging 

Jewelry 

& Display 

the Stuller Collection 

Volume 64 

the Stuller Collection 

Volume 65 

New Bridal Styles for Every Taste 

A 

B 

D 

C 

E 

Desirable. Delectable. Delightful. 

F 

ind these new bridal styles and all of your favorites inside 

of the new Bridal Semi Engagement Book and Wedding 

Band Book. Sample our engagements and bands with the hottest 

new styles in the following categories: 

• Natural yellow diamond accents 

• 3-stone and cathedral styles 

• Antique-inspired and pavé designs 

• Contemporary looks 

• Traditional single stone engagements 

• Designer gold and platinum bands 

• Multi-stone bands, and 

• Contemporary metal bands: titanium, tungsten carbide and 

stainless steel 

Best of all, every ring or band is in stock and available for next 

day delivery. See our entire line of bridal selections at 

www.stuller.com/products/bridal 

BRIDAL ENGAGEMENT 

SEMI MOUNTS 

BRIDAL BANDS 

A 65623 14KW ½ CT TW Diamond Anniversary Band, 

32, 111 $1796 

B 50742 14KW/Rose 8mm Hand-Woven Wedding Band, 

Size 11, $952 

C 65519 14KW Genuine Onyx and 1⁄10 CT TW Diamond Gents 

Band, 59, 32 $954 

D 65635 14KW 7⁄8 CT TW Diamond Semi Set Engagement Ring, 

30 $1952 

(6.5mm Princess Center sold separately) 

E 65576 14KTT ½ CT TW Diamond Semi Set Engagement Ring, 

30, 20 $1270 

14KW 1⁄10 CT TW Matching Band, 30 $377 

(1 CT Round Center sold separately) 

Get your perfect pair by calling 800.877.7777 or ordering at www.stuller.com 


5/30/07 1:24:46 PM

S T U L L E R S T U D I O 

Customized Styling with Stuller Studio 

Half Price Labor Sale 

71367 

Multi-stone color is one of this year’s 

strongest styling trends. Stuller Studio makes 

it effortless to compose your customer’s 

preferred gemstone combination. Make it 

monochromatic with subtle variations of 

the chosen hue or mix it up with a playful 

combination of complementary colors. As 

always with Stuller, the choice is yours. 

While you may get custom jewelry from 

elsewhere in four to six weeks; you get highquality, 

custom jewelry from Stuller Studio 

in three to five working days! 

Using Stuller Studio as your source 

for custom jewelry provides unlimited 

opportunities for you and your customers, 

and, in addition to the benefits built in to 

the program, we are adding yet one more. 

During the months of July and August, you 

will enjoy half price labor discounts on ring 

sizing, stone setting, and final polishing. 

You can use these savings to improve your 

bottom line or to pass on to your customers. 

Don’t miss out on a great opportunity. Order 

your Stuller Studio custom piece by calling or 

visiting our website today. 

Ring 71368 14KW $507* 

8x6 London Blue Topaz, Cab Oval, AA 

7x5 Swiss Blue Topaz, Cab Oval, AA 

5.0 Sky Blue Topaz, Faceted Round, AA 

4.0 Sky Blue Topaz, Faceted Round, AA 

.01 CT Diamond, Round, I 1 , G-I Color 

Ring 71367 14KW $602* 

9x7 Genuine Peridot, AA 

7x5 Genuine Amethyst, AA 

5.0 Genuine Citrine, AA 

3.5 Genuine Swiss Blue Topaz, AA 

71368 

* Prices shown reflect the Stuller Studio half price labor 

sale, effective through the end of August. 

Product Information 

Mountings 

Pricing is suggested retail in U.S. 

stones from our exclusive inventory 

Dollars at a $600 gold market; $1,100 

platinum, subject to change without 

within five days and are non 

returnable, non cancelable. 

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 

Photography 

Most products enlarged to show beauty 

of detail. 

STULLER STUDIO 

Stone 

Product Stone Codes 

Finished Jewelry 

Pricing is suggested retail in U.S. 

Dollars at a $600 gold market; $1,100 

platinum, subject to change without 

notice. Sold by piece, not weight, with 

stones featured. Many styles exclusive 

copyright of Stuller, Inc. and strictly 

enforced. 

AGTA 

Code Stone Description Enhancement Codes 

30 Diamond Round slightly included, small inclusions somewhat easy to see with a 10X loupe (SI1) G-I color, good make N 

33 Diamond Round Inclusions can be seen with the unaided eye, I1 G-I color, good make n 

68 Genuine Sapphire - Blue slightly included, medium to dark navy, good brilliance, good cut, good polish, little or no color zoning H 

70 Genuine Sapphire - Pink eye clean, medium pink, good brilliance, good cut, good polish, little or no color zoning h 

71 Genuine Sapphire - Yellow eye clean, medium yellow, good brilliance, good cut, good polish h,U 

84 Genuine Tsavorite Garnet eye clean, medium slightly yellowish green, excellent color, excellent polish n 

160 Genuine Orange Sapphire eye clean, medium orange, good brilliance, good cut, good polish n 

22 the stuller standard www.stuller.com JULY 2007 


5/30/07 1:24:47 PM

Sudden Summer Savings 

Would you like to increase your sales while reducing your inventory costs? 

We’ve got two great ways you can do it! 

Remount Shows 

1 

Double Time Summer Special 

Schedule a Remount show between now 

and the end of August and get double time 

for your money. Schedule for one weekend and get 

two; two weekends and get four. 

Once you’ve scheduled your event(s), you can 

purchase your choice of promotional materials 

for a charge of $39.95. 

2 

MasterLine Program 

Sign up for a “new” 6-month MasterLine 

Kit lease in August and get your first two 

months of the lease FREE! 

The kit gives you: 

• a wide selection of fine, custom-made jewelry while 

minimizing your risk and investment 

• Get additional product in your store for the 

Christmas and Valentine seasons 

• Kits must ship by August 31 to receive this 

special offer. 

Contact our Lease / Remount Specialists, Stacy Fontenot and Darlene LeBlanc, 

at 800.877.7777. Dial 9, then 414; or email to info@stuller.com. 


5/30/07 1:24:47 PM

Making a Marketing Splash - Stuller

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