Making a Marketing Splash - Stuller

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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 71437* OV Mexican Fire Opal ECLN 3.73 $175 70540* OV Mexican Fire Opal ECLN 4.98 $175 70542* OV Mexican Fire Opal ECLN 4.92 $115 70981* OV Mexican Fire Opal ECLN 4.86 $175 71431* OV Mexican Fire Opal ECLN 4.16 $175 71435* OV Mexican Fire Opal ECLN 4.02 $175 71433* OV Mexican Fire Opal ECLN 5.13 $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 Retail-July.pdf 10 5/30/07 1:24:43 PM
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Making a Marketing Splash - Stuller

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