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VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY<br />
AUGUST <strong>2017</strong><br />
Bold move<br />
COLOURED GEMSTONES ARE<br />
PACKING A POWERFUL PUNCH<br />
Just in time<br />
+ +<br />
THE LOW-DOWN ON WHAT TODAY’S<br />
MAN WANTS IN A WATCH<br />
Smart design<br />
WEARABLE TECH IS EVOLVING AND<br />
IT LOOKS A LOT LIKE JEWELLERY
The only buying<br />
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all profits to its<br />
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It’s been our way for 35 very successful years.<br />
tellmemore@showcasejewellers.com.au<br />
Profit is just one benefit our members realise from their partnership<br />
with Showcase <strong>Jeweller</strong>s. Other Showcase member benefits include;<br />
• The industry’s most generous supplier discounts going directly to members<br />
• Market leading business systems designed with retail in mind<br />
• A Diamond Specialist working for members and<br />
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• No monthly management fee
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NEW ZEALAND Suite 4K, 47 High Street, Auckland P: 09 358 3443 E: nz@worldshiner.com<br />
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• AUSTRALIA • BELGIUM • CANADA • GERMANY • INDIA • JAPAN • SPAIN • TAIWAN • UNITED KINGDOM • USA • NEW ZEALAND
COLOURED GEMSTONES ARE<br />
PACKING A POWERFUL PUNCH<br />
VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY<br />
THE LOW-DOWN ON WHAT TODAY’S<br />
MAN WANTS FROM A WATCH<br />
AUGUST <strong>2017</strong><br />
WEARABLE TECH IS EVOLVING AND<br />
IT LOOKS A LOT LIKE JEWELLERY<br />
CONTENTS<br />
AUGUST <strong>2017</strong><br />
16/<br />
32/<br />
38/<br />
FEATURES REGULARS BUSINESS<br />
16/ TIME’S TICKING<br />
Inside scoop on the timepieces<br />
making today’s man tick.<br />
32/ COLOUR PUNCH<br />
Stand out in a difficult environment<br />
with coloured gemstones.<br />
38/ GET SMART<br />
Wearable technology has evolved<br />
into ‘smart’ jewellery and retailers<br />
need to take note.<br />
9/ Editorial<br />
10/ Upfront<br />
11/ News<br />
14/ New Products<br />
53/ Gems<br />
Colour investigation: alexandrite<br />
54/ 10 Years Ago<br />
55/ Events<br />
56/ My Bench<br />
58/ Soapbox<br />
Bespoke jewellery is the way of the<br />
future not the past, states Tim Haab.<br />
47/ Business feature<br />
Specialty retailing is a lot like<br />
Jenga, says Bob Phibbs.<br />
49/ Selling<br />
Brian Jeffrey explains how to be<br />
proactive in slow times.<br />
50/ Management<br />
Thomas Young shares tips for<br />
handling time-wasting customers.<br />
51/ Marketing<br />
Think hard before cutting it out,<br />
warns Barry Urquhart.<br />
52/ Logged On<br />
Alyssa Magid offers advice for<br />
creating content consumers<br />
will devour.<br />
Bold move<br />
Just in time<br />
+ +<br />
Smart design<br />
Front cover advertiser:<br />
New avenues, new innovation,<br />
inspired to be different.<br />
From classic to haute couture,<br />
DSM has it all in store.<br />
Visit: dsmpacific.com.au<br />
<strong>August</strong> <strong>2017</strong> <strong>Jeweller</strong> 5
THE WAIT IS ALMOST OVER.
SOMETHING<br />
PRECIOUS IS IS<br />
COMING...<br />
Disney Precious<br />
Metal Metal Collection<br />
P 02 P 8764 02 8764 4258 4258<br />
sales@disneycouture.com.au<br />
Copyright Copyright © <strong>2017</strong> © Disney <strong>2017</strong> Disney
EDITORIAL<br />
IS SMART JEWELLERY A SMART IDEA?<br />
Why do people keep inventing stuff? I am<br />
over it; I wish they would stop!<br />
I’m told I need something new every day.<br />
In fact, the new thing I bought last month<br />
is now old or has already been updated.<br />
Worse, sometimes before I get to use the<br />
new thing there is another new thing.<br />
Surely one of the dumbest ideas ever is a<br />
smart fridge! Apart from the fact that my old<br />
microwave still displays the wrong time, I’m<br />
concerned that if I bought a smart fridge<br />
it would have a higher IQ score than me.<br />
Actually, I’m sure it would because I failed the<br />
IQ test for a New Zealand visa a few years ago.<br />
Needless to say, there’s no way I am buying<br />
a smart fridge – or a smart TV for that matter.<br />
Imagine what could happen if these two<br />
‘smarties’ ganged-up on me. I don’t need a<br />
fridge that nags me about the use-by date<br />
on the milk carton? If I enjoyed being nagged<br />
I wouldn’t have kicked my kids out of home!<br />
Don’t get me wrong, much of the gadgetry,<br />
apps and new technology are great in<br />
isolation. They can definitely improve our<br />
lives but it all becomes overwhelming when<br />
coupled with everything else we need to deal<br />
with on a daily basis. Surely it would have<br />
been better to invent smart people first.<br />
What’s all this got to do with jewellery?<br />
Well, <strong>Jeweller</strong> first started writing about<br />
smart jewellery – not to be confused with<br />
smartwatches – around 2013 and it caused<br />
some debate about the definition of jewellery,<br />
with many retailers suggesting that these<br />
newly-developed products were, perhaps, not<br />
jewellery, and to a large extent we agreed.<br />
Some items were easy to identify. If products<br />
such as USB necklaces, for example, were<br />
being promoted as jewellery because they<br />
were covered in coloured gemstones then<br />
we decided to classify them as ‘bejewelled’.<br />
Our logic was simple: just because something<br />
looked like jewellery didn’t mean it should be<br />
called jewellery. We considered the purpose<br />
of the item and, if its primary function – the<br />
basis on which it was promoted – was<br />
something other than adornment, then we<br />
did not consider it jewellery.<br />
If you think about it, the first smart (calculator)<br />
watches appeared in 1975 courtesy of Pulsar,<br />
which, surprise, surprise, was partly owned by<br />
IT company Hewlett & Packard at the time. So,<br />
for more than 40 years, watches have evolved<br />
from being straight timepieces to offering<br />
other functions and it hasn’t stopped retailers<br />
from selling them.<br />
Therefore, you’re probably starting to see how<br />
‘primary function’ can get blurry. Indeed, some<br />
years ago I argued that it was near impossible<br />
to define fine jewellery and fashion jewellery,<br />
even though many retailers were poohpoohing<br />
the enormous rise of fashion<br />
jewellery sales, courtesy of you know who!<br />
If we can’t clearly define and differentiate<br />
between fine and fashion jewellery, then can<br />
IF WE CAN’T<br />
CLEARLY<br />
DEFINE AND<br />
DIFFERENTIATE<br />
BETWEEN FINE<br />
AND FASHION<br />
JEWELLERY,<br />
THEN CAN<br />
WE REALLY<br />
DEFINE AND<br />
DIFFERENTIATE<br />
BETWEEN<br />
SMART<br />
JEWELLERY AND<br />
JEWELLERY?<br />
we really define and differentiate between<br />
smart jewellery and jewellery? Therein lies<br />
the point: some traditionalists would happily<br />
argue that various items of smart jewellery<br />
are not jewellery at all because they do ‘other’<br />
things as well as adorn; however, is it that<br />
clear-cut anymore?<br />
Synthetic diamonds are slowly but surely<br />
being accepted by consumers for various<br />
reasons, and some savvy marketers are<br />
boasting about the stone’s background as<br />
‘man-made’, as opposed to ‘mined’. Who<br />
would have predicted that a few years ago?<br />
As our story on page 38 discovers, the<br />
market is starting to see smart jewellery – or<br />
wearable technology, as it is often called –<br />
take on a strong fashion focus. It is evolving<br />
from a ‘functional’ item to ‘form and function’,<br />
emphasising emotion, bond, art and fashion;<br />
all the things traditional jewellery does.<br />
The interesting thing is that, just like the<br />
debate about defining fashion jewellery,<br />
our opinions don’t count. The consumer<br />
ultimately decides what makes your cash<br />
register ting! Don’t forget also that times<br />
change – wasn’t the first jewellery composed<br />
of seashells, seeds and string?<br />
Update – I have just decided to buy the<br />
latest and greatest smart TV; apparently<br />
it won’t show Bill Shorten!<br />
Coleby Nicholson<br />
Managing Editor<br />
<strong>August</strong> <strong>2017</strong> <strong>Jeweller</strong> 9
UPFRONT<br />
“High customer<br />
expectations.<br />
Customers<br />
(rightfully) aren’t<br />
satisfied with<br />
anything less than<br />
their jeweller’s full<br />
attention to their<br />
special needs.”<br />
What’s as true now as when you began in the industry?<br />
JON CROSBIE, JON<br />
CROSBIE JEWELLER<br />
“Hmmm, not<br />
much – it<br />
has changed<br />
and evolved<br />
tremendously<br />
with branded<br />
jewellery and<br />
online selling in<br />
the past 10 years.”<br />
CAROL SCHEFE,<br />
COOMBER BROS<br />
JEWELLERS<br />
“The jewellery<br />
industry – like<br />
every industry – is<br />
about being good<br />
at what you do<br />
and being relevant<br />
to your current<br />
demographic and<br />
environment.”<br />
TARUN RANIGA,<br />
GOLDEN SHOWCASE<br />
JEWELLERS<br />
VOICE OF THE AUSTRALIAN<br />
JEWELLERY INDUSTRY<br />
jewellermagazine.com<br />
Managing Editor<br />
Coleby Nicholson<br />
Editor<br />
Emily Mobbs<br />
emily.mobbs@jewellermagazine.com<br />
Journalist<br />
Talia Paz<br />
talia.paz@gunnamattamedia.com<br />
Advertising Manager<br />
Gary Collins<br />
gary.collins@jewellermagazine.com<br />
Digital Manager<br />
Angela Han<br />
angela.han@gunnamattamedia.com<br />
BULLETIN BOARD<br />
n PIN-UP STAR<br />
The most popular engagement ring on<br />
Pinterest has been revealed as a round<br />
1.22-carat diamond with a rose gold<br />
band. Pinterest is widely known as the<br />
‘go-to’ platform for everything wedding<br />
related and the ring was reportedly<br />
saved more than 100,000 times. It<br />
also marks a dramatic shift from the<br />
intricate design of last year’s leader.<br />
n MILLENNIAL PINK<br />
There’s a hot new colour in town<br />
called Millennial Pink. According New<br />
York Magazine’s The Cut, this colour is<br />
inspiring trends in the jewellery, fashion<br />
and creative industries. The good news<br />
for jewellers looking to leverage the<br />
trend is that Millennial Pink embraces a<br />
range of shades – anything from beige<br />
to a peach-salmon hybrid is fair game.<br />
n BEAT THE BOSS<br />
Need inspiration for how to encourage<br />
staff to make more sales? Instore<br />
magazine suggests a ‘Beat the Boss’<br />
contest. The concept is simple: if a<br />
salesperson sells more jewellery than<br />
the boss on a given day, they receive a<br />
reward. It could be just the motivation<br />
employees are looking for.<br />
DIGITAL<br />
BRAINWAVE<br />
INSTAGRAM INDEPENDENCE<br />
Retailers still questioning the relevance of<br />
Instagram and if it should form part of a<br />
business’ marketing strategy might be interested<br />
in the findings of a recent study. According to a<br />
report by US-based research company L2, 60 per<br />
cent of Instagram users say they learn about products and services through the social<br />
media app. It also notes that 75 per cent of those users agree that Instagram posts<br />
spur them to take some form of action like visiting a company’s website, searching<br />
for a product or mentioning it to a friend.<br />
TOP PRODUCT<br />
Worth & Douglas’ new Ebony women’s collection<br />
is said to encourage wearers to<br />
be confident individuals. The range comprises<br />
black zirconium rings fashioned into<br />
various designs, and was the most<br />
popular product last month ranked by<br />
views at jewellermagazine.com.<br />
Production Manager<br />
& Graphic Design<br />
Jo De Bono<br />
art@gunnamattamedia.com<br />
Accounts<br />
accounts@gunnamattamedia.com<br />
Subscriptions<br />
info@jewellermagazine.com<br />
<strong>Jeweller</strong> is published by:<br />
Gunnamatta Media Pty Ltd<br />
Locked Bag 26, South Melbourne,<br />
VIC 3205 AUSTRALIA<br />
ABN 64 930 790 434<br />
Phone: +61 3 9696 7200<br />
Fax: +61 3 9696 8313<br />
info@gunnamattamedia.com<br />
Copyright: All material appearing<br />
in <strong>Jeweller</strong> is subject to copyright.<br />
Reproduction in whole or in part is<br />
strictly forbidden without prior written<br />
consent of the publisher.<br />
Gunnamatta Media Pty Ltd strives to<br />
report accurately and fairly and it is<br />
our policy to correct significant errors<br />
of fact and misleading statements in<br />
the next available issue. All statements<br />
made, although based on information<br />
believed to be reliable and accurate at<br />
the time, cannot be guaranteed and<br />
no fault or liability can be accepted<br />
for error or omission. Any comment<br />
relating to subjective opinions should<br />
be addressed to the editor.<br />
Advertising: The publisher reserves<br />
the right to omit or alter any<br />
advertisement to comply with<br />
Australian law and the advertiser<br />
agrees to indemnify the publisher for<br />
all damages or liabilities arising from<br />
the published material.<br />
10 <strong>Jeweller</strong> <strong>August</strong> <strong>2017</strong>
NEWS<br />
JAA awards presented at Showcase dinner<br />
The <strong>Jeweller</strong>s Association of Australia<br />
(JAA) has confirmed that the winners of<br />
its Australasian <strong>Jeweller</strong>y Awards program<br />
will be announced at an event held in<br />
conjunction with the Showcase <strong>Jeweller</strong>s<br />
annual members dinner.<br />
An industry statement, signed by the JAA<br />
board of directors, noted that the <strong>2017</strong><br />
awards presentation evening would take<br />
place at the buying group’s dinner and<br />
masquerade ball on Friday <strong>August</strong> 25 to<br />
“maximise industry attendance”.<br />
The collaboration with Showcase marks<br />
a departure from the traditional format<br />
of the JAA Australasian <strong>Jeweller</strong>y Awards<br />
program, which was established in 1968. Until<br />
now, winners were announced during an<br />
independent presentation event; however,<br />
this year the presentation ceremony will take<br />
place at Sheraton on the Park in Sydney as<br />
part of the Showcase members dinner.<br />
The change in format caused some confusion<br />
and questions given that the Showcase<br />
dinner had always been a members-only<br />
occasion. For example, it was unclear whether<br />
finalists who were not Showcase members<br />
were able to attend the awards presentation.<br />
There has also been no confirmation if there<br />
was a cost for finalists to attend the JAA<br />
awards ceremony at the Showcase dinner.<br />
<strong>Jeweller</strong> sought clarification from the JAA on<br />
these and other issues but had not received<br />
a response at the time of publication. This<br />
year is the 24th edition of the biennial JAA<br />
Australasian <strong>Jeweller</strong>y Awards program. The<br />
competition was originally scheduled to take<br />
place in 2016 and was postponed due to lack<br />
of sponsorship support.<br />
Inaugural comp exceeds expectations<br />
A “record” number of entries for the <strong>Jeweller</strong>y<br />
Design Awards (JDA) has been achieved,<br />
signalling demand for the competition and<br />
support of local manufacturing and design.<br />
The inaugural contest, announced last year by<br />
Expertise Events as part of its celebration of<br />
the International <strong>Jeweller</strong>y Fair (IJF) returning<br />
to Darling Harbour, has an $80,000 prize pool<br />
and aims to support and promote Australian<br />
and New Zealand jewellers working in all<br />
areas of the trade.<br />
“We are thrilled with the number of entries<br />
and general enthusiasm from the industry,”<br />
Fitz-Roy stated. “It’s far exceeded our<br />
expectations and I think reflects the highest<br />
number of entries received for an industry<br />
design awards program in recent times.”<br />
There are 12 sponsored categories and<br />
winners will be announced at a ceremony<br />
and cocktail function held at the new<br />
International Convention Centre in Sydney<br />
on Saturday <strong>August</strong> 26, <strong>2017</strong>.<br />
Cudworth secures deal<br />
A London-based men’s jewellery range<br />
will soon be available to local retailers,<br />
with Cudworth Enterprises confirming<br />
it has secured the distribution rights<br />
to Tateossian in Australia, New Zealand<br />
and the South Pacific.<br />
Commenting on the men’s jewellery<br />
landscape and demand for new ranges,<br />
Cudworth director Darren Roberts said<br />
the market had reached a turning point<br />
where an increasing number of males<br />
were embracing jewellery. “Tateossian<br />
offers a new direction for the modern<br />
man,” he added.<br />
The range has been available in Australia<br />
for more than 10 years through select<br />
stores such as Harrolds and David Jones;<br />
however, Roberts said the collection<br />
wasn’t so easily accessible for other<br />
retailers. “The new contract means that<br />
selected Australian retailers will no<br />
longer need to deal direct with London;<br />
they will order through Cudworth to<br />
make re-ordering easier and more<br />
efficient,” Roberts said.<br />
The Tateossian collection, comprising<br />
cufflinks, jewellery and lapel pins, will<br />
launch at the International <strong>Jeweller</strong>y Fair.<br />
Expertise Events managing director Gary Fitz-<br />
Roy said registrations closed on June 23 with<br />
105 entries received.<br />
Finalist pieces will also be displayed at the<br />
IJF, which is scheduled to take place from<br />
<strong>August</strong> 26 to <strong>August</strong> 28.<br />
<strong>August</strong> <strong>2017</strong> <strong>Jeweller</strong> 11
NEWS<br />
IN BRIEF<br />
*<br />
DE BEERS BACKS START-UPS<br />
De Beers Group has announced the<br />
creation of an initiative aptly titled De Beers<br />
Ventures. The project will involve making<br />
“small” investments in start-up businesses<br />
operating in areas such as downstream<br />
distribution, cutting and polishing,<br />
consumer brands and marketing platforms,<br />
a company statement read.<br />
*<br />
MILLENNIALS WANT EDUCATION<br />
According to an L2 insight report, retailers<br />
specialising in bridal jewellery and hoping<br />
to capture the Millennial market must<br />
look at providing “refined” online tools<br />
that emulate the “boutique” experience.<br />
Offering online educational material<br />
like comprehensive diagrams, animated<br />
illustrations, images and videos was<br />
outlined as a key way to achieving this.<br />
Buying groups address challenges<br />
Recent buying group initiatives have<br />
provided business solutions for dealing with<br />
the ‘new normal’ retail environment.<br />
The theme of this year’s Nationwide <strong>Jeweller</strong>s<br />
conference was ‘How to Prosper in the New<br />
Normal’. During the event, which was held in<br />
Fiji from June 9 to 11, Nationwide managing<br />
director Colin Pocklington presented statistics<br />
showing how sales had stalled and explained<br />
the various contributing factors. Members<br />
were provided with information on five<br />
challenges and how they could address those<br />
in order to prosper in the ‘new normal’.<br />
Showcase <strong>Jeweller</strong>s also organised a recent<br />
international trip with the intention of<br />
helping jewellers to improve their businesses,<br />
specifically diamond and jewellery sales.<br />
Between May 28 and June 8, Showcase<br />
members visited Los Angeles, San Francisco<br />
and Las Vegas. Showcase general manager<br />
Carson Webb said the tour’s purpose was for<br />
members to experience jewellery retail firsthand<br />
in an international environment and<br />
meet ‘key’ diamond retailers.<br />
In addition, Leading Edge Group <strong>Jeweller</strong>s<br />
held a training conference in Sydney from<br />
July 3 to 5 to assist retailers in planning for<br />
the next financial year.<br />
Leading Edge general manager Joshua Zarb<br />
said the event provided a chance to focus on<br />
the ‘real issues’ impacting businesses on<br />
a day-to-day basis.<br />
Thomas Sabo hosts swanky launch<br />
*<br />
GIA LEFT DUMBFOUNDED<br />
Two GIA researchers have authored an<br />
article for the grading lab’s journal, stating<br />
they were “very surprised” to find a H4<br />
defect in a synthetic diamond created<br />
using chemical vapour deposition (CVD).<br />
It noted that a H4 defect was commonly<br />
found in natural diamonds and it was the<br />
first time the organisation had identified<br />
the phenomenon in a CVD synthetic stone.<br />
*<br />
MIRANDA KERR JEWELLERY SCAM<br />
The jewellery industry was thrust into the<br />
political news spotlight, with reports that<br />
the US Justice Department was seeking to<br />
claim assets valued at more than US$1.6<br />
billion (AU$2.1 b) that were linked to<br />
alleged fraud at a Malaysian state fund.<br />
Among the assets was jewellery belonging<br />
to Australian model Miranda Kerr.<br />
*<br />
FABERGÉ MAKES TV HISTORY<br />
A floral Fabergé ‘brooch’ with an expected<br />
value of about £1 million (AU$1.7 m)<br />
has been discovered on BBC’s Antiques<br />
Roadshow, making it one of the most<br />
significant items to be unearthed on the<br />
lifestyle program. British jewellery specialist<br />
and Antiques Roadshow presenter Geoffrey<br />
Munn was reportedly “stunned” when<br />
shown the piece during filming.<br />
+ MORE BREAKING NEWS<br />
JEWELLERMAGAZINE.COM<br />
The new Thomas Sabo jewellery and<br />
watch collection was recently unveiled at<br />
an exclusive launch party with an aim to<br />
raise brand awareness and ultimately assist<br />
retailers to boost sales.<br />
Held in Sydney, the brand’s autumn/<br />
winter <strong>2017</strong> event was attended by media<br />
personalities, fashion ‘influencers’ and<br />
consumer lifestyle magazine editors.<br />
Thomas Sabo Asia Pacific head of sales Lars<br />
Schmidt, who is based in Hong Kong, was<br />
also present.<br />
Schmidt said Thomas Sabo was undergoing<br />
‘major expansion’ in the Asia Pacific region<br />
and that Australia was a key market for<br />
the brand.<br />
Phil Edwards, managing director of Thomas<br />
Sabo’s local distributor, Duraflex Group<br />
Australia, added that national launch events<br />
offered several benefits for independent<br />
jewellery retail stockists.<br />
“The key point is brand awareness –<br />
generating national exposure for the brand<br />
in our local market is critical,” Edwards stated.<br />
Natural stones ‘infiltrating’ synthetics<br />
While there have been numerous reports of<br />
synthetic diamonds fraudulently appearing in<br />
parcels of natural stones, synthetic diamond<br />
manufacturer Ada Diamonds reported the<br />
discovery of “undisclosed mined diamonds”<br />
mixed with “lab-grown melee diamonds”.<br />
The finding was announced in a company<br />
statement, which confirmed that the natural<br />
diamonds were removed and the business<br />
had introduced improved screening methods<br />
to prevent a similar situation from occurring.<br />
Ada Diamonds co-founder and CEO Jason<br />
Payne said it was a priority that the business’<br />
supply of synthetic diamonds remained<br />
“untainted” to ensure consumer confidence.<br />
The announcement caught the attention<br />
of Robert Bates, news director of trade<br />
publication JCK, who documented his<br />
thoughts in an industry commentary. Bates’<br />
article stated it was a little hard to take the<br />
release seriously; however, Payne insisted<br />
the release “was no joke”.<br />
12 <strong>Jeweller</strong> <strong>August</strong> <strong>2017</strong>
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BUCKLEY LONDON<br />
From the Hampton bracelet collection, this piece<br />
features rose gold tones and crystals set into<br />
rhodium plate. Silver and yellow gold tones are<br />
also available. Buckley London is distributed by<br />
JLM International. Visit: jlminternational.com.au<br />
IKECHO PEARLS<br />
Who can spot the spider in ‘the web’ on this sterling<br />
silver brooch? The piece doubles as a pendant and<br />
is finished with cubic zirconia and a freshwater pearl.<br />
Visit: ikecho.com.au<br />
STONES &<br />
SILVER<br />
These thread through sterling<br />
silver earrings push the design<br />
boundaries of the wellknown<br />
Euro Ball studs. The balls<br />
measure 10 mm and 18 mm<br />
in diameter with a 50 mm drop.<br />
Visit: stonesandsilver.com.au<br />
OPALS<br />
AUSTRALIA<br />
Showcasing an Australian<br />
light opal sourced from the<br />
Coober Pedy mining region<br />
in South Australia, this<br />
pendant is set in 18-carat<br />
yellow gold. The item<br />
is accented with<br />
diamonds. Visit:<br />
opals-australia.com<br />
COUTURE<br />
KINGDOM<br />
From the soon to be released<br />
Disney Precious Metal collection,<br />
these Tinker Bell stud earrings are<br />
crafted in 9-carat gold. Disney<br />
Precious Metal is presented by<br />
Couture Kingdom, formerly Disney<br />
Couture. Visit: couturekingdom.com<br />
FABULEUX VOUS<br />
The Crystal collection comprises five<br />
necklaces with different colour options:<br />
midnight blue, black, gold, smokey<br />
quartz and clear. Each crystal is presented<br />
on a tri-strand stainless steel chain.<br />
Visit: fabuleuxvous.com<br />
CLUSE<br />
This La Roche Petite watch<br />
features a white marble dial,<br />
yellow gold details and<br />
a nude leather strap.<br />
Each piece in the range,<br />
distributed by Heart<br />
& Grace, is made<br />
unique by a one of a<br />
kind natural veining<br />
pattern on the<br />
marble dial. Visit:<br />
heartandgrace.com.au<br />
14 <strong>Jeweller</strong> <strong>August</strong> <strong>2017</strong>
NEW PRODUCTS<br />
MULCO WATCHES<br />
The Mulco Enchanted Shell range is said to<br />
combine different textures for an on-trend and<br />
elegant look. This timepiece has a black silicone<br />
band, 45 mm stainless steel case and Swiss quartz<br />
movement. Visit: mulco.com.au<br />
COEUR DE LION<br />
Shining clusters of Swarovski crystals<br />
in fashion-forward rose gold tones<br />
are set on this polished stainless steel<br />
bracelet. The item is one of the new<br />
pieces to be released as part of the<br />
spring/summer collection. Coeur de<br />
Lion is distributed by Timesupply.<br />
Visit: coeurdelionjewellery.com.au<br />
+ MORE NEW PRODUCTS<br />
JEWELLERMAGAZINE.COM<br />
FIRUCCI<br />
Described as being less formal than a traditional<br />
strand of pearls, this necklace features white<br />
Mallorcan sea pearls spaced between rhodiumplated<br />
brass links. The item is from the Spanish<br />
Pearl collection. Visit: firucci.com.au<br />
ENGELSRUFER<br />
This necklace comprises a ruby<br />
red-coloured crystal sound ball<br />
enclosed by an 18-carat goldplated<br />
sterling silver cage.<br />
The accompanying 18-<br />
carat gold-plated wing<br />
pendant emulates angel<br />
feathers. Engelsrufer is<br />
distributed by Durafelex<br />
Group Australia.<br />
Visit: dgau.com.au<br />
LA COURONNE<br />
JEWELLERY<br />
New from the supplier is this<br />
9-carat yellow gold ring. It<br />
showcases natural emerald and<br />
colourless diamonds. Visit:<br />
lacouronnejewellery.com.au<br />
DANIEL<br />
BENTLEY<br />
MATS JONASSON MALERAS<br />
The Mats Jonasson Maleras offering combines contemporary<br />
design with traditional Swedish glassmaking. This crystal pendant,<br />
distributed by Shillcombe, has a three-dimensional appearance<br />
and features a hand-painted Mazzai, symbolic of a Nordic warrior.<br />
Visit: matsjonasson.com.au<br />
From the Muse collection<br />
come these sterling silver<br />
earrings with topaz. The<br />
new range – defined as<br />
being beautiful, strong and<br />
amazing – is inspired by<br />
the designer’s wife.<br />
Visit: danielbentley.com<br />
<strong>August</strong> <strong>2017</strong> <strong>Jeweller</strong> 15
MEN’S WATCHES<br />
Timepieces<br />
that make men<br />
tick<br />
THE MEN’S WATCH MARKET<br />
IS BUOYED BY TIMEPIECES<br />
TARGETING A MODERN MALE’S<br />
DESIRE TO BE ON-TREND.<br />
EMILY MOBBS HAS THE INSIDE<br />
SCOOP ON WHAT’S HOT.<br />
ow would one describe a typical male watch consumer in today’s<br />
market? According to local watch suppliers, this would be a man<br />
with a penchant for refinement, classicism and minimalism.<br />
That’s right, minimalism. It seems big, bold and brash is officially out!<br />
“Style in general has become more refined in the past few years,” explains<br />
Jeanette Sceats, managing director of Instyle Watches, the local distributor for<br />
Pierre Cardin.<br />
“We have become aware of this and have adjusted a large range of styles to take<br />
a sleek, minimal shape. We find that not only are these on trend but also very<br />
wearable,” she states, adding that a large percentage of sales in the past year have<br />
been generated by watches with a minimal, classic style.<br />
West End Collection general manager John Rose echoes these sentiments: “The<br />
changes in the male watch market have been very distinct over the past three<br />
or four years. The move back to classic, minimalist looks, which was initiated by<br />
Daniel Wellington five years ago, is still very much at the forefront of fashion.”<br />
Rose, who holds the local distribution rights for Daniel Wellington, as well as<br />
other ranges like Christian Paul Sydney, says Aussie men are beginning to break<br />
16 <strong>Jeweller</strong> <strong>August</strong> <strong>2017</strong>
<strong>August</strong> <strong>2017</strong> <strong>Jeweller</strong> 17<br />
PIERRE CARDIN
MEN’S WATCHES<br />
PIERRE CARDIN<br />
THOMAS SABO<br />
the traditional notions that there must be a watch for day and a<br />
watch for night.<br />
“It is now very on-trend to wear a dress watch for everyday wear,”<br />
he states.<br />
There is no denying that fashion watches have helped fuel sales<br />
during a period of global uncertainty in the market. Perhaps Duraflex<br />
Group Australia (DGA) watch division sales manager Jeff Rennie’s<br />
comments best illustrate the current climate.<br />
ADORE by Swarovski Group launches in July <strong>2017</strong>. Phone +61 395 533 777 for details.<br />
“Men’s sales in the under $200 retail market have been experiencing<br />
double-digit growth,” Rennie says. “In the men’s lifestyle brand with<br />
products priced between $200 and $350, we are marginally ahead<br />
of expectations; in the retail sector above $350, this market sector is<br />
presenting much more of a challenge.”<br />
Brands like Police, Roamer, Jag, Thomas Sabo and Sekonda fall under<br />
DGA’s portfolio and Rennie points to an increased desire to be<br />
fashionable as the main way in which the male watch consumer has<br />
changed in the past few years.<br />
This is also Rose’s experience, who states men’s watch sales for his<br />
brands, including Daniel Wellington and Christian Paul, are “well up”.<br />
“We have seen more than 30 per cent growth across these two<br />
brands over the past 12 months,” he says, adding, “I would attribute<br />
this increase primarily to the move by consumers from traditional<br />
functional brands across to fashion brands,<br />
as well as lower pricing allowing for men to<br />
own more than one watch.”<br />
The fact that males now own multiple<br />
watches is probably not ground-breaking;<br />
however, it’s encouraging that the trend<br />
is strengthening.<br />
Exclusively Distributed by<br />
“Some men still need simple<br />
and robust work watches but<br />
increasingly those same men are<br />
open to having other watches for<br />
making a statement about their<br />
good taste and fashion sense afterhours<br />
and on weekends,” explains David<br />
Faraday, managing director of Hipp, which<br />
distributes fashion watch brands Oozoo<br />
Timepieces and Dukudu.<br />
Phone: +61 395 533 777 | Email: info@westendcollection.com.au<br />
www.westendcollection.com.au<br />
SEIKO
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$ 195 rrp<br />
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MEN’S WATCHES<br />
DUKUDU JAG<br />
STYLE FILES<br />
According to Nils Rasmussen, managing director of Bering local<br />
distributor BYMR, the shift towards trend-based watches can’t<br />
be denied.<br />
“There is definitely a shift to a more trend-oriented watch,” he says,<br />
stating that the style du jour features coloured straps and classic dials.<br />
“Bering continues to push the colour trends with black and rose gold<br />
combinations, blue cases and mesh straps. Bering has always been<br />
renowned for its classic, minimalistic dial designs.”<br />
Colour is also making waves for Pierre Cardin.<br />
“Gold and silver watches (cases/bands) have always been strong<br />
sellers; however, our coloured leather bands are starting to make<br />
their mark,” Sceats explains.<br />
It’s not just bands either. AJ Watch Repairs national brand manager<br />
Krzysztof Jakubaszek is excited about the current shades of dials.<br />
“What impresses me are the coloured dials that are coming back.<br />
Browns, greys, greens – there is a real move to stand out from the<br />
rest,” he says.<br />
AJ Watch Repairs distributes watches including Atlantic, Alfex, Tacs<br />
and Akteo and Jakubaszek states that while men like their timepieces<br />
to be water resistant and somewhat durable, he has noticed a rise in<br />
males wanting dress watches for special occasions.<br />
“Atlantic is one of the companies that not only caters to thick,<br />
everyday bulky watches but also the smart dress watches for that<br />
special moment,” he adds.<br />
Aesthetics are a driving force for the modern male watch consumer<br />
ROSE & COY AUSTRALIA<br />
BERING
Instyle Watches PTY LTD<br />
02 8399 7301<br />
sales@instylewatches.com.au<br />
www.pierrecardinwatches.com.au
MEN’S WATCHES<br />
Sporting<br />
What is the current definition of a sports watch and what<br />
is the state of the sports watch market in Australia?<br />
POLICE<br />
AJ WATCH REPAIRS<br />
national brand<br />
manager Krzysztof<br />
Jakubaszek says<br />
sports watches are<br />
generally anything<br />
with a rotating bezel,<br />
stopwatch and at<br />
least 100 metre water resistance.<br />
“Customers who actively persue outdoor<br />
activities tend to look for specific<br />
items such as GPS units, compass,<br />
altimeter and barometer or<br />
specialty dive computers, and<br />
that is a totally different realm,”<br />
he explains.<br />
Further, Jakubaszek believes<br />
it’s important to separate<br />
these sorts of timepieces<br />
from dress lines as they could<br />
overshadow the simplicity<br />
and elegance of some<br />
models with their bulkiness.<br />
ATLANTIC<br />
According to SEIKO<br />
AUSTRALIA group<br />
marketing manager<br />
Stuart Smith,<br />
there are common<br />
elements to a sports<br />
watch such as being<br />
rugged, swimmable<br />
and masculine but ‘sports’ as a classification<br />
means different things to different people.<br />
He says that the concept is popular across<br />
all markets in Australia and functionality<br />
advancements lie in solar technology.<br />
“Solar technology<br />
continues to<br />
improve in terms<br />
of being less<br />
noticeable on<br />
the dial layouts<br />
and having more<br />
effective energy<br />
consumption,”<br />
he explains.<br />
LORUS<br />
is almost obsolete.<br />
DURAFLEX GROUP<br />
AUSTRALIA watch<br />
division sales manager<br />
Jeff Rennie expands<br />
on Smith’s comments,<br />
stating that the<br />
traditional sports<br />
watch “as we know it”<br />
“Historically the pedigree of the traditional sports<br />
watch was all stainless steel, chronograph and<br />
100 metre water resistance,” he says, adding that<br />
brands like Garmin and Fitbit have taken the<br />
sports watch to another level. These brands are<br />
specifically targeting health and fitness with a<br />
whole new range of hi-tech features.<br />
“In traditional watch brands there is still a<br />
healthy market for the sports watch; however,<br />
the purchase decision is based more on<br />
the aesthetics and design as opposed to<br />
functionality,” Rennie concludes.<br />
There it is again – fashion dictating consumer purchase decisions.<br />
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Canberra ACT 2601<br />
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uilt for the challenge<br />
For over 50 years, Seiko’s diver’s watches<br />
have set new standards.<br />
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seiko.com.au
MEN’S WATCHES<br />
PIERRE CARDIN<br />
LORUS<br />
FASHION AND FUNCTION<br />
Seiko Australia distributes Seiko, Pulsar and Lorus watches. Group marketing<br />
manager Stuart Smith suggests that technical specifications are important but<br />
are just one element driving purchasing decisions.<br />
Smith states that a watch needs to have good design characteristics to be a<br />
successful seller, and he explains that water and solar capabilities continue to<br />
offer strong market appeal.<br />
“The strength of Seiko is its reputation for quality, accuracy, reliability and<br />
range diversity. Again the releases in <strong>2017</strong> deliver these core values,” Smith<br />
says, adding, “Look out for [Seiko] Presage in this season’s release, an affordable<br />
range of quality, mechanical timepieces in contemporary designs and stunning<br />
dial executions.”<br />
but that doesn’t mean technical aspects should be disregarded. Jakubaszek says<br />
fashion and functionality each come into play.<br />
“It’s a bit of both,” he states, adding, “Most men do want to know what’s inside.<br />
They still consider the Swiss movement to be better and worth the money and<br />
they aren’t wrong in thinking that.<br />
“Fashion still has an influence but at the lower end of the economic scale;<br />
consumers with more money demand a cleaner, sleeker, sophisticated look that<br />
you only get at higher prices.”<br />
The latest Presage collection, launched at this year’s Baselworld watch and<br />
jewellery show, is inspired by a cocktail bar and places glamour and style at<br />
the forefront.<br />
“This series of mechanical watches has only previously been available on the<br />
Japanese domestic market,” Smith told <strong>Jeweller</strong> shortly after Baselworld. “Since<br />
its introduction in 2010, the series has developed a cult following on the world’s<br />
blogs, forums and websites.”<br />
Rennie also believes that aesthetics reign supreme when it comes to making a<br />
final purchasing decision.
“Aesthetic trends are now key, absolutely,” he says. “Of course the technical<br />
aspects are critical for high-end luxury watches but, more often than not, the<br />
final decision-maker is based on aesthetics for many customers – for fashion<br />
watches, it’s all about seasonal trends.”<br />
So what are the latest men’s watch designs and features that Rennie is most<br />
excited about?<br />
He says while minimalist styles are strong in some specific regions and<br />
territories, his team is experiencing a resurgence in more detailed designs<br />
throughout other regions: “For Thomas Sabo, the over-sized crown featuring<br />
iconic design codes such as the skull with a monochrome palette for men<br />
and the forthcoming Jag range will recapture the true essence of the Jag<br />
brand – stay tuned!”<br />
Sceats highlights a new fashion-forward, unisex range with a chic minimal finish<br />
as well as the rose gold accents in the latest Pierre Cardin collection as current<br />
standout features.<br />
“I love the accents of rose gold throughout our latest range,” she says. “This hue,<br />
set next to a navy coated metal, in my opinion is the epitome of urban class.”<br />
Rasmussen also points to a focus on blue, along with solar capacitors, as<br />
strong design features for Bering, while Faraday notes a return to rectangular<br />
watchcases over at Oozoo.<br />
According to Rose, the popularity of a dress watch for everyday use is<br />
exemplified by Rose & Coy Australia, a local watch<br />
business that launched in July and is distributed<br />
by West End Collection.<br />
“Our new Australian brand Rose & Coy<br />
emphasises this trend with a collection of<br />
watches that feature a traditional, minimalist<br />
dial structure on a case that is only 4.2 mm<br />
thick and a strap with highlighted stitching and<br />
modern colour variants,” Rose says.<br />
In a market overflowing with fashion-conscious<br />
men wishing to own multiple watches, suppliers<br />
and retailers must be quick to keep up with trends<br />
and releases.<br />
As Faraday notes, “All retailers and wholesalers are<br />
challenged these days by the lightning pace at which<br />
BERING<br />
fashion is cycling in and out. Retailers would do well<br />
to align themselves with suppliers and brands that are nimble<br />
and offering new models and styles regularly to satisfy this new reality in<br />
consumer demand.”<br />
The male’s wrist is taking centre stage and it’s time for the industry to come<br />
to the party.<br />
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Distributed in Australia and New Zealand by BYMR tel (02) 9436 2929 info@bymr.com.au
7/07/<strong>2017</strong> 13:54:49<br />
Q&A with with Jean-Pierre Lutgen<br />
Founder and and CEO CEO of of the the Ice-Watch Brand Brand<br />
Q&A with Jean-Pierre Lutgen<br />
You Founder and CEO of the Ice-Watch Brand<br />
You are are are celebrating 10 years 10 10 years of years the of brand. of the the brand. How brand.<br />
I hope I hope that that they they will will give give us us a us a a challenge<br />
have How How you have sustained have you you the sustained success the of the success brand success of over of the the<br />
every every day day in in the the coming coming years. years.<br />
such brand You brand a are long over over celebrating period? such such a long a long 10 period?<br />
years period?<br />
of the brand.<br />
I hope that they will give us a challenge<br />
How have you sustained the success of the<br />
every has day the in brand the changed coming from years. launch till<br />
10 10 years, 10 years, years, that’s that’s 87,650 that’s 87.650 hours 87.650 and hours hours and and<br />
How How has has the the brand brand changed changed from from launch launch till till<br />
brand over such a long period?<br />
5,258,490 5.258.490 minutes minutes Ice-watched!<br />
today? today?<br />
10 years, that’s 87.650 hours and<br />
How has brand changed from launch till<br />
Life Life Life is made is is made of made instants of of instants instants time. in in time. time.<br />
I started I started the the the business with with one with one model one model model<br />
5.258.490 minutes Ice-watched!<br />
today?<br />
Celebrating Celebrating our<br />
our<br />
10th our anniversary<br />
10th 10th anniversary signifies<br />
and and ten ten colours. colours. Due Due to to many to many many reasons reasons<br />
signifies Life is made of instants in time.<br />
I started the business with one model<br />
smoother signifies times smoother times<br />
ahead for times ahead<br />
our ahead for<br />
brand. for our<br />
We our<br />
(colour (colour in in a in a a traditional watch watch business,<br />
brand. Celebrating brand. We We were were our predicted 10th anniversary<br />
temporary<br />
and ten colours. Due to many reasons<br />
were predicted temporary success but<br />
uncommon packaging…) Ice-Watch got got<br />
success signifies success but smoother but instead instead it times is it global. is global. ahead for our<br />
(colour in a traditional watch business,<br />
instead brand.<br />
it We<br />
is global.<br />
a very a very strong strong sales sales sales results results results in in in a very very a very short short short<br />
Over Over the the years, years, were the the predicted Ice-Watch temporary brand brand has has time. uncommon packaging…) Ice-Watch got<br />
Over success the but years, instead the Ice-Watch it is global. brand has time. time. The<br />
The The first<br />
first first collection collections suited<br />
suited suited to<br />
to any to any any<br />
been been able able to to quantify the the loyalty loyalty of of its its<br />
a very international strong sales customer results independently<br />
a very short<br />
been Over able the to years, quantify the Ice-Watch the loyalty brand of its international customer independently of<br />
customers. Our Our way way of of thanking them them has is is of time. of their their The culture culture first collections and and ages ages but, suited but, after after to two<br />
any two<br />
customers. been able Our to quantify way of thanking the loyalty them their of its<br />
international culture and customer age but, after independently two years,<br />
by by offering offering a a constantly changing range range years, years, we we have have to answer answer to to some some specific specific<br />
is customers. by offering Our a constantly way of thanking changing<br />
them is<br />
we of have their to culture answer and to some ages but, specific after needs<br />
of of – – intergenerational and and intercultural – – needs needs of of different type type of of customers. We two We<br />
range very by offering – inter-generational a constantly changing and inter-<br />
range of years, different we have type to of answer customers. some We specific started<br />
very accessible products. Listening to to started started to to segment our our collections. Year Year<br />
cultural them of them – intergenerational and – very and meeting accessible meeting their and products. their intercultural needs needs with with<br />
– to after needs segment after year, of year, different our we we collections. designed type of customers. Year collections after<br />
for We for<br />
Listening a very a better better accessible to them segmented products. and meeting offer offer Listening their was, was, and<br />
to and year, men, started men, we women to designed women segment and and collections our children collections. for men, (teenagers<br />
Year<br />
needs them continues with and to a better meeting to the the segmented key key their of of our our needs offer success. success.<br />
with women and after and kids). year, and kids). children we We We designed launched (teenagers collections new new and designs designs kids).<br />
for<br />
was, The a The better and speed speed continues segmented at at which which to be our offer the our world key world was, of rotates our rotates<br />
and We (Ice men, (Ice launched Forever, women Forever, new ICE, and ICE, designs CITY children CITY (Ice and and Forever, (teenagers ICE ICE time time<br />
continues to be the key of success.<br />
and kids). We launched new designs<br />
success. is is of of course The course speed thanks thanks at which to to the our the world work work of of ICE, models), CITY<br />
and and used<br />
ICE used time different models), materials and be be able able to<br />
to to find find what what they<br />
they they are<br />
are are looking<br />
looking looking for:<br />
for: for:<br />
The speed at which our world rotates<br />
(Ice Forever, ICE, CITY and ICE time<br />
rotates around around is of 50 50 course distributors thanks to in the in more more work than of than<br />
used<br />
(silicone, carbon,<br />
different materials<br />
carbon, fabrics,<br />
(silicone,<br />
fabrics, leather,<br />
carbon,<br />
leather, new<br />
new new identity,<br />
identity, identity, recognition recognition and<br />
and and quality!<br />
quality! quality!<br />
is of course thanks to work of<br />
models), and used different materials<br />
be able to find what they are looking for:<br />
around 70 50 distributors Each of in them more has than shown<br />
We the number of<br />
70 countries. Each of them has 70 shown metal…). We increased the number of The<br />
fabrics, around 50 distributors more than<br />
(silicone,<br />
leather, carbon,<br />
metal…). fabrics,<br />
We increased<br />
leather,<br />
The<br />
The women<br />
women<br />
women will<br />
will<br />
will not<br />
not<br />
not be<br />
be penalized,<br />
be penalized, we<br />
we<br />
we<br />
new identity, recognition and quality!<br />
countries.<br />
great effort<br />
Each<br />
in<br />
of them has shown<br />
the brand. sizes to and<br />
great effort in developing the great brand. sizes (extra-small to extra-large) and are are planning a new a new CITY CITY collection and and<br />
the 70 countries. Each of them has shown<br />
metal…). number We of increased sizes (extra-small the number to<br />
of are planning new CITY collection and<br />
Thanks to our retailers and their<br />
worked with The women will not be penalized, we<br />
effort<br />
Thanks<br />
in developing<br />
to our<br />
the<br />
retailers<br />
brand. Thanks<br />
and their<br />
worked with different thicknesses;<br />
additional glitter glitter ones ones for for end end of of year. year.<br />
extra-large) great effort in developing the brand.<br />
sizes (extra-small and worked to extra-large) with different<br />
and additional are planning glitter a new ones CITY for end collection of year.<br />
trust, to<br />
always, within a price range of 69$ to<br />
unfailing trust, proactive approach to<br />
always, within a price range of 69$ to<br />
and<br />
to our retailers and their unfailing trust,<br />
Thanks to our retailers and their<br />
thicknesses; worked with always, different within a price thicknesses; range<br />
each service, and<br />
339$ each collection, service, reception and<br />
339$ maximum.<br />
The additional The Ice-Watch glitter brand brand brand ones is renowned is for is end renowned for of its year. for high for its its<br />
proactive unfailing<br />
approach trust, proactive<br />
to each collection,<br />
support for approach to of In always, $69 terms to within $339 of maximum.<br />
a price range of 69$ to high visibility visibility marketing. Do you have Do you any exciting have any<br />
support for customers.<br />
In terms of marketing communication, high visibility marketing. Do you have any<br />
service, each collection, reception and service, support reception for<br />
and In we 339$ we terms moved maximum. moved of marketing from from a a communication,<br />
traditional way way to to exciting plans The exciting for Ice-Watch plans <strong>2017</strong> plans that for brand for <strong>2017</strong> you <strong>2017</strong> can is that share renowned that you with you can us? can for share share<br />
its<br />
customers.<br />
support for customers.<br />
In terms of marketing communication,<br />
What is your over the past we moved from the a product traditional to way a lifestyle to with high us?<br />
visibility marketing. Do you have any<br />
What is your highlight over the past<br />
advertise the product to a lifestyle with us?<br />
we moved from a traditional way to<br />
exciting plans for <strong>2017</strong> that you can share<br />
What is your highlight over the past 10 years? advertise We really want to reinforce the marketing<br />
10 years?<br />
oriented the marketing. product We to We a will lifestyle will invest invest more more<br />
10 years?<br />
We We really really want want to to re-inforce the the<br />
What is your highlight over the past<br />
and advertise the product to a lifestyle<br />
oriented and more more in<br />
marketing. such such We direction but<br />
will invest but not<br />
more not as as investment with us? in social media for the<br />
More More than than 15,000,000 watches watches sold! sold! A<br />
social media for<br />
More than 15.000.000 watches sold! A<br />
marketing investment in social media for<br />
all oriented marketing. We will invest more<br />
10 years?<br />
all our our competitors. The The goal goal remains remains <strong>2017</strong> We year.<br />
really<br />
The want<br />
goals to<br />
are to re-inforce<br />
increase<br />
the<br />
A<br />
record<br />
record<br />
number and more in such direction but not as all<br />
number of<br />
of<br />
models<br />
models<br />
placed<br />
placed<br />
on<br />
on<br />
the <strong>2017</strong> year. The goals are to increase<br />
record number of models placed on<br />
the <strong>2017</strong> year. The goals are to increase<br />
always and always more to to be in be such different. direction Follow Follow but us not us on<br />
as on<br />
More than 15.000.000 watches sold! A our marketing investment in social media for<br />
the market thanks to our Design Studio<br />
all competitors. our competitors. The goal The remains goal remains always<br />
more more brand awareness and to drive the<br />
the market thanks to our Design Studio<br />
more brand brand awareness and and to to drive drive the the<br />
the market thanks to our Design Studio social social media media and and you you will will discover our our<br />
record number of models placed on<br />
the <strong>2017</strong> year. to The We goals deal are with to increase one of<br />
and the talent of who to<br />
and the talent of external designers who<br />
always be different. to be Follow different. us on Follow social media<br />
customers store. store. We We deal deal with with one one of of<br />
and the talent of external designers who new new style! style!<br />
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drive the<br />
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the best best external agency agency in in the the world world<br />
regularly respond to our invitation to be and<br />
regularly social you media will discover and you our will new discover style!<br />
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and the respond<br />
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our invitation designers<br />
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who<br />
help help us to run run this this very very important<br />
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involved.<br />
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the best external agency in the world<br />
regularly respond to our invitation to be How How do<br />
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see the see the<br />
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involved.<br />
proud of all the international<br />
the short short term term i.e i.e what what new new releases releases do do you you<br />
short term i.e what new releases do you have for <strong>2017</strong> ten year You<br />
we have worked with but<br />
<strong>2017</strong> is is our our ten ten year year anniversary. You You<br />
ambassadors we have worked with but have How have for do for this you this see year year the and evolution and / or / new or of new designs? the designs?<br />
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proud we of have all worked the international with but<br />
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this the year short and term / or i.e new what designs?<br />
will be be more more than than surprised than surprised by our by by our our<br />
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will more than surprised by our<br />
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Eyed Peas<br />
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with more than<br />
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vision<br />
vision<br />
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years?<br />
is your vision for the brand over the<br />
a child swimming can pool swim pool without in without a swimming risk risk for for its pool its watch! watch!<br />
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In In a a speeding world, world, it is it always is always difficult difficult<br />
product with whom a child can swim in a<br />
Ice-Watch brand?<br />
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which to predict is fashion the colour, future. silicone However, and<br />
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quality DNA should which is give fashion us to stay colour, in the silicone core who of customer<br />
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watch.<br />
awareness and and and reinforce re-inforce the brand the the brand brand<br />
core core affordable timepieces. I expect I expect to to an an evolution of of the the original original Forever Forever<br />
able position increase significantly our brand<br />
affordable remain and quality n°1 timepieces. in should our core give I expect market us to to stay remain<br />
the So, to we buy manufacture a watch. So, an evolution we manufacture of the<br />
position in its in its its market market segment and and and price price<br />
remain n°1 in our core market segment<br />
collection with with the the new new ICE ICE sixty sixty nine nine<br />
awareness and re-inforce the brand<br />
Number 69$ core - affordable 170$ 1 in our in lots core timepieces. of market segment I expect The<br />
to original an evolution Forever of collection the original with the Forever new price category! category!<br />
69$ - 170$ in lots of countries. The collection.<br />
position in its market segment and price<br />
$69 remain competitors - $170 n°1 in in have lots our have of kept core countries. kept us market us on on The our segment our toes, toes, ICE We collection We prepare sixty prepare nine with a new a collection. new the model model new for We ICE for men. prepare men. sixty Thanks Thanks<br />
nine a • category! Contact • Contact details: details:<br />
competitors forcing 69$ forcing - 170$ us us to have to be in be more kept lots more us and of and on countries. more our more toes,<br />
creative.<br />
The new to collection. our to model our designer for men. Pierre Pierre Thanks Leclercq, to our men men will will PH. n Contact PH. 02 8090 02 8090 details: 9330 9330 | | ice-watch@boltinternational.com.au<br />
forcing competitors us to be have more kept and us more on creative.<br />
our toes, designer We prepare Pierre a new Leclercq, model for men men. will<br />
Thanks PH. • Contact 02 8090 details: 9330 | ice-watch@boltinternational.com.au<br />
forcing us to be more and more creative.<br />
to our designer Pierre Leclercq, men will<br />
PH. 02 8090 9330 | ice-watch@boltinternational.com.au
MEN’S WATCHES<br />
that compe<br />
It’s no secret that the watch market is saturated and gaining sales<br />
has become even more difficult with the advent of online and grey<br />
market retailing. EMILY MOBBS speaks with suppliers about how<br />
they are helping bricks-and-mortar jewellers improve service and<br />
win over consumers who are spoilt for choice.<br />
ipp managing director David Faraday says retail<br />
stockists are provided with product information<br />
highlighting Oozoo Timepieces and Dukudu’s<br />
credentials for quality, function and after-sales support; however,<br />
it doesn’t stop there.<br />
“What is equally as useful to our retail customers is provision<br />
of consumer-focused catalogues – models and codes but no<br />
wholesale info – matched with our willingness to supply them offrange<br />
models super quickly,” Faraday explains. “When<br />
a customer in store quotes a model they saw online<br />
that may not physically be in stock, the retailer also<br />
has virtual stock and can make that sale occur<br />
confidently and immediately.”<br />
ATLANTIC<br />
AJ Watch Repairs national brand manager<br />
Krzysztof Jakubaszek says he receives enquiries<br />
from retailers Australia-wide on how to better<br />
train staff to sell more watches.<br />
“A good start is ensuring staff members know<br />
how to compare the brands,” Jakubaszek explains.<br />
“The edge can be guiding the customer away from<br />
other brands and product knowledge and industry<br />
insight help here.”<br />
Knowing which companies offer good after-sales service<br />
can also help secure sales, Jakubaszek continues.<br />
Seiko Australia group marketing manager Stuart Smith notes the<br />
importance of product knowledge as well.<br />
In addition to developing a training booklet for retail stockists,<br />
Smith says Seiko’s sales team regularly conducts productknowledge<br />
sessions with retailers to ensure a high-level of<br />
customer service.<br />
“Our website is also a great tool for retailers and consumers to gain<br />
information on our collections,” he adds.<br />
BYMR managing director Nils Rasmussen says staff product<br />
training and product knowledge is viewed as paramount to sales<br />
success; however, there is another key element.<br />
“There are the technical details to be across, which we provide
titive edge<br />
DANIEL WELLINGTON<br />
in our seasonal catalogues or via the Australian version of the<br />
Bering website but, for Bering, the brand story and its continuing<br />
efforts in supporting charities and organisations that research and<br />
protect the arctic habitat of the polar bear are also important as<br />
part of the selling process,” he explains.<br />
Instyle Watches managing director Jeanette Sceats says the<br />
supplier provides incentives to employees: “We have an array of<br />
incentives and gifts provided to our highly-trained staff in which<br />
to keep our sales and motivation in perfect order.”<br />
She explains staff members that reach certain targets receive<br />
watches, jewellery and also vouchers.<br />
West End Collection general manager John Rose offers a similar<br />
view, stating that regular competitions are organised as ways to<br />
motivate retailers.<br />
“We incentivise retail staff by regularly running in-house<br />
competitions whereby a staff member can win themselves a<br />
watch of their choice once they achieve certain sales goals,”<br />
Rose says. “We like our retailers to know our watches intimately<br />
and the best way for this to happen is for them to wear a watch<br />
themselves. It is just as important for a retail salesperson to own<br />
multiple watches and to wear them according to the season and<br />
their outfits as it is for our customers to do the same.”<br />
In commenting on how Durafex Group Australia is supporting<br />
retailers to strengthen in-store service, the supplier’s watch<br />
division sales manager Jeff Rennie provides sound retail advice.<br />
“We have seen more competition in the watch category with<br />
the rise of online shopping<br />
but also the introduction of<br />
numerous new watch brands,” he<br />
says. “Our focus is being true to<br />
our own brands and supporting<br />
our retail partners [stockists]<br />
as much as possible, including<br />
training and promotions. The key<br />
point is to know your customer<br />
base and buy accordingly –<br />
what sells well for one store<br />
in a certain territory may not<br />
necessarily work for another.”<br />
Competition is rife but solace<br />
should come from the fact<br />
that suppliers are focused on<br />
providing support. i<br />
OOZOO TIMEPIECES<br />
IJF SYDNEY, 26 - 28 <strong>August</strong>, stand F10<br />
+61 2 9452 4981 | info@pastiche.com.au<br />
www.pastiche.com.au<br />
@pastichejewellery<br />
/pastichejewellery
ON THE 26TH – 28TH OF AUG<br />
WILL BRIDGE THE GAP BETW<br />
The International <strong>Jeweller</strong>y Fair has unequalled opportunities<br />
for business, networking, inspiration and education. We’ve<br />
been bringing buyers and sellers together for over 25 years.<br />
So come in and shake some hands, see what’s new, meet the<br />
right people and bridge that gap in your business.
UST THE JEWELLERY INDUSTRY<br />
EEN BUYERS AND SELLERS.<br />
Register online at www.jewelleryfair.com.au/<strong>2017</strong><br />
INTERNA TIONAL<br />
JEWELLERY FAIR<br />
AUGUST 26 > 28, <strong>2017</strong><br />
International Convention Centre Sydney<br />
With the full support of Australia’s leading buying groups:<br />
Organised by:<br />
events
COLOURED GEMSTONES<br />
INTERNATIONAL COLORED GEMSTONE ASSOCIATION<br />
Packing<br />
a colourful<br />
punch<br />
IN A DIFFICULT CLIMATE,<br />
COLOURED GEMSTONES ARE<br />
OFFERING JEWELLERS AN<br />
OPPORTUNITY TO STAND OUT.<br />
EMILY MOBBS INVESTIGATES<br />
CURRENT MARKET TRENDS FOR<br />
THIS COLOURFUL SECTOR.<br />
n June this year, one rather large emerald caught the world’s attention.<br />
The 18.04-carat Columbian emerald sold at a Christie’s auction for a<br />
whopping US$5.5 million (AU$7.2 m).<br />
Predictably, the media went wild, partly because the emerald had a back<br />
story made for news: it was once owned by the American Rockefeller family<br />
dynasty and purchased by Harry Winston at auction. Harry Winston’s CEO Nayla<br />
Hayek even threw in a media-friendly sound bite as an instruction to her chief<br />
financial officer who was bidding for the piece.<br />
“Bring this magnificent gem home at any price,” Hayek said.<br />
Few jewellers or consumers have the budgets of Harry Winston; however, such<br />
hype is helping to raise awareness of coloured gemstones. This, in turn, is fanning<br />
interest down the supply chain.<br />
International Colored Gemstone Association (ICA) executive director Gary<br />
Roskin says rare coloured gemstones on the world auction stage will always<br />
attract attention.<br />
Consequently, this increases demand at the consumer level for gemstones of<br />
similar colour, albeit at a more affordable price.<br />
32 <strong>Jeweller</strong> <strong>August</strong> <strong>2017</strong>
The ICA is a non-profit organisation<br />
that aims to support the<br />
international coloured gemstone<br />
industry. It comprises more than<br />
700 members, 31 of which are in<br />
Australia. According to Roskin, there<br />
has been a rise in coloured gemstone<br />
popularity but there’s more at play than<br />
headline-grabbing auction sales.<br />
LAWSON GEMS<br />
“There are several things working all at once<br />
here,” he says, highlighting the greater margins that can be achieved<br />
with coloured gemstones compared to colourless diamonds as one<br />
indicator of rising demand.<br />
“Coloured gemstones are still quite rare compared to diamond,”<br />
Roskin states. “Prices and values remain steady or are increasing as<br />
mother nature produces a relatively small amount in each deposit.<br />
Once that deposit has been depleted, we have to move on to<br />
another area to find more gemstones.”<br />
Roskin also says consumers can see value in coloured gemstone<br />
jewellery, thanks to the wide variety of gemstones available at<br />
affordable prices. Local suppliers also cite larger profit margins as a<br />
dominant advantage of stocking coloured gemstones as well as the<br />
ability for retailers to craft an invaluable point of difference.<br />
Lawson Gems director Charles Lawson believes coloured gemstones<br />
allow jewellers to make unique jewellery pieces, which is an<br />
advantage that is especially relevant to small and medium-sized<br />
manufacturing jewellers.<br />
“Anybody can go to a chain jewellery store and pick up a generic<br />
diamond ring,” he says. “Smaller manufacturers can offer that too<br />
but also offer a stunning, responsibly-sourced tsavorite garnet and<br />
sapphire ring, for example – the likes of which you would never see<br />
in a chain store.”<br />
Any opportunity for jewellery retailers to differentiate their<br />
businesses from the large chain stores should be explored. “To be<br />
competitive with the massive manufacturers you have to have a<br />
unique product,” Lawson says. “The rarity, beauty and welcome<br />
change of coloured gemstones only set jewellers further apart from<br />
the competition, especially with bonuses like locally-made jewellery<br />
and responsible sourcing.”<br />
LAWSON GEMS
COLOURED GEMSTONES<br />
Trusted suppliers to the<br />
jewellery trade since 1987<br />
Let us work with you to<br />
create your new design or<br />
simply colour match your<br />
repair jobs.<br />
At Pirom Gems, we offer<br />
the following services;<br />
• Custom cuts to order<br />
• Calibrated Stones<br />
• Competitive pricing<br />
• Natural Stones<br />
• Synthetic Stones<br />
• Cubic Zirconia<br />
P I R OM GEM<br />
T R A D ING<br />
P: 02 9283 7185<br />
Suite 901, 250 Pitt Street<br />
Sydney, NSW, 2000<br />
W: www.piromgems.com<br />
E: info@piromgems.com<br />
INTERNATIONAL COLORED GEMSTONE ASSOCIATION<br />
Sasha Gammampila, director of sapphire<br />
supplier Deliqa Gems, points to the<br />
emotional connection that coloured<br />
gemstones offer the wearer as another<br />
unique selling proposition.<br />
“Coloured gemstones certainly have a<br />
competitive advantage over diamonds<br />
as they are more personal choices,”<br />
Gammampila says. “Diamonds nowadays<br />
are very easily compared. No two of<br />
coloured gemstone jewellery pieces will<br />
be the same. Customers like difference<br />
and the feel of value in the long run.”<br />
MARKET TRENDS<br />
Demand for sapphire is constantly increasing<br />
in the local market as buyers become<br />
more aware of its availability, according to<br />
Gammampila. Improved buyer knowledge is<br />
also resulting in rising popularity for sapphire<br />
in a variety of tones.<br />
“Pastel colours and mid-coloured hues have<br />
certainly picked up demand over the last<br />
few years as buyers become more informed,”<br />
she explains. “Not everyone is going for<br />
traditional colours such as ruby red and royal<br />
blue, especially in sapphires.”<br />
Langford Gems and Lapidary specialises in<br />
the supply of sapphire and other gemstones.<br />
Director and master gem cutter Scott<br />
Langford also notes a rise in popularity for<br />
less traditional shades.<br />
“Sapphires in peach and apricot tones<br />
are popular requests and Australian parti<br />
sapphire is more popular than ever,” he says,<br />
adding that there is demand for unusual<br />
cuts, colours and shapes.<br />
Pirom Gem Trading supplies coloured<br />
natural and synthetic gemstones. When<br />
asked about current standout design<br />
trends, sales director Vira Pirom highlights<br />
organically-cut natural gemstones that<br />
mimic rough gemstones.<br />
“I would say this is because people want<br />
‘real’ jewellery, not the costume jewellery<br />
found in Lovisa and the sort. Also, I think it is<br />
something different to the usual high-end<br />
trends in fine jewellery,” Pirom explains.<br />
In the Sydney market, which makes up<br />
Pirom Gem Trading’s primary trade, Pirom<br />
says there is still high demand for ruby,<br />
emerald and blue sapphire – whether<br />
African, Australian or Ceylonese – as well<br />
as other gemstones such as London blue<br />
topaz, tanzanite, morganite, aquamarine and<br />
coloured sapphire in mainly yellow and pink.<br />
Roskin says the fashion industry leads the<br />
way in creating trends and yet there are<br />
times when a prominent news story or a<br />
recent discovery of a particular gemstone<br />
adds another dimension.<br />
“Ever since Prince William and Princess Kate<br />
were engaged using Princess Diana’s blue<br />
sapphire and diamond ring, blue sapphire<br />
has been very popular as an engagement<br />
gemstone ring,” he explains. “This has<br />
actually led to other gemstones, like ruby<br />
and spinel for example, being considered<br />
for engagements.<br />
“The latest find of blue sapphire in<br />
Madagascar, the purple garnets in Tanzania
®<br />
TONES & SILVER<br />
WHOLESALERS OF QUALITY JEWELLERY<br />
ESTABLISHED & TRUSTED SINCE 2003<br />
Separating fact<br />
International Colored Gemstone Association<br />
(ICA) executive director Gary Roskin clears up<br />
some common gemstone misconceptions.<br />
ALL COLOUR-CHANGE GEMSTONES ARE ALEXANDRITE<br />
TRUTH: Alexandrite chrysoberyl and other colour-change<br />
gemstones like natural colour-change sapphire, natural colourchange<br />
garnet and natural colour-change diaspore can all<br />
have beautiful colour changes when moving the gemstone<br />
from one lighting source (sunlight) to another (candle light or<br />
incandescent light). All too often, consumers will be looking<br />
at a colour-change gemstone and thinking they are getting<br />
a natural alexandrite but the gemstone turns out to be a labcreated<br />
colour-change sapphire.<br />
MOST TANZANITE IS NATURAL<br />
TRUTH: Approximately 95 per cent or more<br />
of all tanzanite has been heated to improve<br />
colour. It is a traditional and permanent<br />
enhancement. There are some sellers who do<br />
not realise that almost all tanzanite<br />
has been treated and so they believe<br />
theirs to be of natural colour. Most<br />
likely, it has been heated; however,<br />
if it is one of the very rare tanzanites<br />
that has not been heated, the value<br />
is substantially higher.<br />
DELIQA GEMS<br />
or the large opal find in Ethiopia all spark interest in coloured<br />
gemstone sales,” Roskin continues. “With the help of prominent<br />
jewellery designers and those following [colour authority] Pantone<br />
and other colour trends, the industry will see a spike in the use of<br />
coloured gemstones.”<br />
UP CLOSE AND PERSONAL<br />
In describing the current local market for coloured gemstones,<br />
Lawson says demand is steady, rather than high.<br />
“There is still a lack of common knowledge of coloured gemstones<br />
within the Australian consumer market and this is a large contributor<br />
to the lower demand than something like diamond jewellery,” he<br />
explains. “Now that I am running a physical store open to the public<br />
as well as the trade, I have found that most people are very keen to<br />
learn more about coloured gemstones.”<br />
Lawson believes even customers who enter with diamonds in mind<br />
can be swayed with a little education.<br />
Stand H10<br />
International <strong>Jeweller</strong>y Fair Darling Harbour<br />
26th-28th <strong>August</strong> <strong>2017</strong><br />
Ph: +61 3 9587 1215<br />
Email: info@stonesandsilver.com.au
Words of<br />
What are the major challenges and<br />
misunderstandings that ICA members currently<br />
face when dealing with jewellery retailers?<br />
“The overall word is education.<br />
Getting to the major challenge,<br />
we are talking about<br />
understanding treatments and<br />
enhancements, how to detect<br />
them and what it means for a<br />
gemstone’s value as well as its<br />
stability. A treatment is what has<br />
been done to the gemstone,<br />
such as heated, dyed and filled. An enhancement is what that<br />
treatment has accomplished, such as colour enhancement,<br />
clarity enhancement and stability enhancement.<br />
“Retailers need to know if these treatments/enhancements<br />
are permanent and if they affect rarity and value. There are so<br />
many gemstones with so many different possibilities that one<br />
must stay abreast of the literature every day. Gemstone and<br />
jewellery suppliers and retailers need to know what is true and<br />
what is fiction.”<br />
International Colored Gemstone Association (ICA) executive<br />
director Gary Roskin<br />
“When teaching customers some of the basic facts, such as the<br />
history of gemstone species, where and how certain gemstones<br />
are mined, how they are cut and what impact the industry has<br />
around the world, customers often become excited about the<br />
prospect of not only owning a coloured gemstone but moving away<br />
from the big three – sapphire, ruby, emerald – in favour of something<br />
rare, unique or sustainable,” he explains.<br />
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According to Langford, a lack of education on gemstone ranges<br />
and types is also a major challenge amongst retailers. He says he has<br />
encountered jewellers unaware<br />
of the accessibility of gemstones<br />
within Australia, jewellers who<br />
don’t know pricing and availability<br />
and even some who struggle to<br />
identify which gemstones come in<br />
red, for example.<br />
“Gemstone pricing fluctuates with<br />
supply and demand. Now, with<br />
internet and social media, we’re<br />
open to international trading and<br />
DELIQA GEMS
COLOURED GEMSTONES<br />
LAWSON GEMS<br />
LANGFORD GEMS AND LAPIDARY<br />
there is a big difference between Australia<br />
and international markets,” Langford says.<br />
“Prices are affected by this and many people<br />
do not understand that prices increase<br />
when gemstones are harder to supply,<br />
especially larger gemstones. There is a<br />
definite trend where people see something<br />
on the internet and expect it to be available<br />
anywhere without understanding availability<br />
within Australia.”<br />
Langford says he would love for more<br />
jewellers to widen their knowledge by<br />
attending educational courses organised by<br />
the Gemmological Association of Australia.<br />
Gammampila believes retailers can be<br />
misinformed about ethical gemstones.<br />
“Certainly developing countries do not<br />
have the same working standards like in<br />
developed countries but that does not<br />
make everything that comes from a third<br />
world country unethical,” she explains.<br />
There may have been a time when local<br />
consumers weren’t too concerned by<br />
provenance or when it wasn’t a driving<br />
factor in purchasing decisions but Langford<br />
suggests this is no longer the case.<br />
“People want to know where their<br />
gemstone comes from,” he says. “[It’s a]<br />
growing trend in the diamond market<br />
since the movie Blood Diamond was<br />
released but is slowly dribbling into the<br />
coloured gemstone market.”<br />
Although it is not such an issue for<br />
big retailers, Langford says artisan and<br />
independent retailers are calling for<br />
ethically-sourced gemstones more, using<br />
this as a marketing tool in their businesses.<br />
According to Roskin, everyone in the<br />
gemstone industry needs to be aware<br />
of where a gemstone comes from and<br />
whether it was sourced responsibly and<br />
ethically. This is arguably an easier task for<br />
suppliers but Roskin says retailers must also<br />
make it a priority.<br />
“Retailers should absolutely be doing their<br />
own due diligence,” he says. “Some suppliers<br />
have very good records and this makes it<br />
easy for the retailer to feel confident in their<br />
supply; however, one must remember that<br />
it is the retailer who is the last person in the<br />
chain before the consumer. If the consumer<br />
has a concern with the gemstone, it is the<br />
retailer who is ultimately responsible, not<br />
the jeweller’s supplier.”<br />
Roskin believes the more retailers know<br />
about a product, the more genuine the<br />
sales conversation will be with the customer.<br />
“Wouldn’t you rather be able to talk about<br />
the fellow in Kenya who drove for hours<br />
out into the bush of East Africa to mine the<br />
tsavorite garnet in your jewellery case than<br />
simply say to customers that it is green and<br />
comes from Kenya?” he asks.<br />
“Find the suppliers who can give you the<br />
full story about the gemstone you are<br />
buying and you will find that the beauty<br />
of the gemstone – along with that fantastic<br />
story – will sell itself.”<br />
With so many gemstone varieties and<br />
unique selling propositions available, there<br />
should be no shortage of stories to help<br />
retailers pack a colourful sales punch. i
SMART JEWELLERY<br />
The smart<br />
jewellery breakthrough<br />
LEAH HEISS<br />
SMARTWATCHES AND ACTIVITY TRACKERS ARE SO LAST SEASON.<br />
TALIA PAZ REPORTS ON THE THRIVING CATEGORY OF SMART<br />
JEWELLERY AND WHY RETAILERS SHOULD PAY ATTENTION.<br />
he market for wearable technology has evolved beyond the chunky<br />
smartwatches and activity trackers of the past few years. Industry<br />
commentators are touting significant improvements to smartwatch<br />
design while another form of wearable is also gaining attention.<br />
Enter smart jewellery. Combining society’s obsession with connectivity and<br />
style, smart jewellery refers to an assortment of rings, bracelets, necklaces and<br />
earrings that aim to improve health, productivity and communications, all while<br />
maintaining a fashion-first stance. The latest iterations are less gimmicky and<br />
more wearable, shattering the notion that they can’t be worn daily and making<br />
a strong case for the title of jewellery.<br />
Bellabeat is one business offering a technology-based device with a heavy focus<br />
on aesthetics. Introduced in 2014, Bellabeat’s Leaf – a stylised-leaf pendant<br />
fashioned from wood composites and silver or rose gold-plated stainless steel<br />
– can be worn as a bracelet or necklace. The product is marketed as the ‘world’s<br />
first wearable that predicts stress’, tracking the wearer’s daily activities such as<br />
steps taken, calories burned, sleep patterns and reproductive health.<br />
Meanwhile, the Looksee Labs Eyecatcher cuff bracelet is a smart jewellery<br />
offering developed with fashion and emotional connection in mind. Designed<br />
for both women and men, the bracelet can be customised with displays<br />
including personal photos, real-time phone notifications and clock faces.<br />
Looksee Labs founder Per Ljung believes there is a gap in the market for<br />
wearable technology with a strong fashion focus.<br />
“To date, almost all wearables have been defined by functionality,” Ljung says.<br />
“Specifically, wearable companies have added different sensors to quantify the<br />
wearer’s activity, health, location and sleep but the products have a low value<br />
and a low emotional connection.”<br />
Ljung explains that emphasising the emotion between the owner and product<br />
was core to developing the Eyecatcher bracelet.<br />
“By fusing art, fashion and technology, we realised that we could create<br />
something much more than a simple extension of a smartphone,” he says. “We’re<br />
sure others will soon realise products that combine high functionality and strong<br />
emotional connection will be superior.”<br />
This should strike a note with traditional jewellery store owners; jewellery is<br />
an emotional purchase and highlighting the special relationship between a<br />
jewellery piece and the wearer is one of the most successful sales techniques.<br />
One smart jewellery business that is making strides in this space is Ringly.<br />
Launching about four years ago, the fashionable-technology company has<br />
generated significant media attention from the likes of Vogue and InStyle for<br />
producing on-trend designs.<br />
The initial range included an 18-carat gold-plated or rhodium-plated ring that<br />
provided phone call and text notifications and it has since expanded to comprise<br />
38 <strong>Jeweller</strong> <strong>August</strong> <strong>2017</strong>
RINGLY<br />
a smart bracelet that offers features<br />
including activity tracking and guided<br />
meditation and breathing techniques. Both<br />
ring and bracelet are accented with a variety<br />
of gemstones such as howlite, labradorite,<br />
purple jade and moonstone.<br />
Ringly founder and CEO Christina Mercando<br />
d’Avignon says it’s always a challenge to<br />
create a device that combines technology<br />
and style but this now seems necessary in<br />
today’s constantly-connected society.<br />
“Ringly was founded on the belief that<br />
technology can be more discreetly<br />
integrated into our lives so you can stay<br />
connected without sacrificing your personal<br />
style,” she explains.<br />
Mercando d’Avignon also states that<br />
wearable technology has a unique selling<br />
proposition in the luxury industry: “The<br />
concept of luxury and how it relates to<br />
wearable technology is really interesting.<br />
With technology, we have the power to<br />
deliver differentiated experiences, unlike<br />
traditional jewellery or accessories. These<br />
new devices will help us lead<br />
more productive, balanced<br />
and healthy lives, which, in my<br />
opinion, is the ultimate luxury.”<br />
THE LONG HAUL<br />
Maia Adams is head of global<br />
research at Adorn Insight, a<br />
research firm providing market<br />
intelligence to the jewellery<br />
industry. She believes smart<br />
jewellery is more than a passing<br />
fad and its commercial potential<br />
is now a reality because<br />
applications such as software miniaturisation<br />
are becoming increasingly sophisticated.<br />
“The fact that Richline Group and Fossil<br />
recently acquired wearable [technology]<br />
companies Viawear and Misfit respectively<br />
suggests that they see potential for growth<br />
in this market,” Adams says.<br />
Further, Adams suggests smart jewellery<br />
may be the key to securing sales from<br />
younger demographics.<br />
“When it comes to targeting Millennials<br />
who are spending more on tech than ever<br />
before, the blend of fashion know-how and<br />
tech savviness that can be achieved through<br />
wearables could be just the thing needed<br />
to lure them back to the jewellery market,”<br />
she explains.<br />
Paola De Luca, forecaster and creative<br />
director of TrendVision <strong>Jeweller</strong>y and<br />
Forecasting, highlights the connection<br />
between this product category and<br />
Millennials as well.<br />
“Smart jewellery mainly targets Millennials,”<br />
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Smart jewellery<br />
Those working in the smart jewellery sphere<br />
share insights on the category.<br />
“When it comes to wearable tech, people want devices<br />
that are simple, stylish and unobtrusive, but still serve a<br />
meaningful purpose.” – Christina Mercando d’Avignon,<br />
Ringly founder and CEO<br />
“Self-expression with jewellery has always been part of<br />
human culture and smart jewellery is a new concept where<br />
something ‘magical’ can be added to traditional jewellery.”<br />
– Per Ljung, Looksee Labs founder<br />
“We are estimating that our medical-related smart jewellery<br />
will be available commercially in the next three to four<br />
years, following clinical trials and regulatory review.”<br />
– Tamara Mills, Glucotek Inc co-founder and CEO<br />
De Luca says, adding that the category<br />
also taps into gender-fluid and age-fluid<br />
social phenomena.<br />
STRETCHING BOUNDARIES<br />
While smart jewellery typically centres on<br />
pieces that provide smartphone notifications<br />
and health-tracking functionality, other<br />
applications exist that continue to blur the<br />
line between jewellery and technology.<br />
Leah Heiss is a Melbourne-based designer<br />
who collaborates with specialists in a variety<br />
of disciplines to create smart jewellery<br />
that has a therapeutic skew. As reported in<br />
<strong>Jeweller</strong> in November 2014, Heiss’ projects<br />
include a necklace and ring that can replace<br />
insulin syringes for diabetics.<br />
Heiss says the diabetes project has not<br />
evolved commercially but has become an<br />
“artefact for exhibition and conversation”,<br />
opening a dialogue around how her team’s<br />
technologies might look, feel and function in<br />
people’s lives.<br />
The designer has been working on<br />
additional projects, such as a Smart Heart<br />
necklace that monitors cardiac functions<br />
and a modular hearing aid that aims to<br />
bring beauty and a jewellery approach to a<br />
technology that she says has long attracted<br />
a stigma linked to ageing.<br />
“My work sits outside the regular retail<br />
environment,” Heiss states, adding her<br />
projects are often speculative and<br />
question the relationship between medical<br />
technologies, functional requirements and<br />
aesthetics. “Why can’t we have devices that<br />
seamlessly integrate into our lives like a<br />
favourite bracelet or ring? Why do medical<br />
devices need to be so focused on function,<br />
clean-ability with no respect for our<br />
individuality?” she asks.<br />
Another device aligned with medical<br />
functionality is a pair of earrings that<br />
can manage gestational diabetes. The<br />
concept, developed by QLD-based medical<br />
technology entrepreneurs Tamara Mills and
SMART JEWELLERY<br />
LOOKSEE LABS<br />
RINGLY<br />
Visit us at the International <strong>Jeweller</strong>y Fair - Stand G56<br />
Courtney Condren and biomedical engineer<br />
Abhishek Appaji, was recently selected as<br />
the winner of the Global Entrepreneurship<br />
boot camp organised by Massachusetts<br />
Institute of Technology (MIT).<br />
Mills says there will be a place for smart<br />
jewellery in bricks-and-mortar jewellery<br />
stores in the future.<br />
“Wearable technology classified as a<br />
medical device and reimbursed under<br />
public or private healthcare, would typically<br />
be distributed through a pharmacy,” she<br />
explains. ”This is likely to change in the<br />
future as medical devices become more<br />
integrated into everyday products, such as<br />
mobile phones, clothing and jewellery.”<br />
EYE OF THE BEHOLDER<br />
The applications of smart jewellery are<br />
seemingly endless – there is even a men’s<br />
stainless steel bracelet with built-in tools<br />
including an Allen wrench, screwdriver and<br />
bottle opener.<br />
This begs the question of whether these<br />
pieces should be classified as jewellery?<br />
Adams believes so: “Yes, I think wearable<br />
jewellery can be called jewellery but what’s<br />
really key for me is to move away from<br />
the very ‘fashion’ – and sometimes rather<br />
gimmicky – jewellery look that seems to<br />
currently dominate the technology arena.<br />
What would be super exciting is to see the<br />
fine jewellery industry come up with viable,<br />
high-end jewellery solutions to house<br />
the tech.”<br />
Ljung says smart jewellery is a concept<br />
where something “magical” can be added to<br />
traditional jewellery, while De Luca believes<br />
the meaning of jewellery is determined by<br />
the wearer.<br />
“<strong>Jeweller</strong>y is what people perceive as<br />
jewellery – it could be paper, wood,<br />
precious metal or plastic,” she states, adding,<br />
“Smart jewellery, meaning integrated<br />
technology in a wearable object, is<br />
jewellery.”<br />
The argument of what constitutes jewellery<br />
is not new and the general consensus is<br />
that jewellery is defined as an item that has<br />
a primary purpose of adornment. Therefore,<br />
because the primary purpose of wearable<br />
technology is not adornment, some<br />
industry pundits<br />
believe that smart<br />
jewellery is not<br />
jewellery in the<br />
traditional sense.<br />
It’s too early to tell<br />
if these connected<br />
devices have a<br />
place in traditional<br />
jewellery stores,<br />
although some<br />
products like<br />
Bellabeat are<br />
already stocked by<br />
bricks-and-mortar<br />
retailers. In any<br />
case, it’s surely a<br />
smart move to<br />
keep track of how<br />
the market<br />
is evolving. i<br />
LEAH HEISS
Millennial myths<br />
debunked<br />
Collective Designs<br />
www.collectivedesigns.com.au<br />
sales@collectivedesigns.com.au<br />
+61 (0)2 4367 3922<br />
MILLENNIALS OFTEN GET A BAD WRAP AND<br />
CHRIS RHATIGAN SAYS BUSINESS OWNERS<br />
AND MANAGERS THAT BUY INTO GENERATION<br />
STEREOTYPES COULD BE PLACING THEIR<br />
ORGANISATIONS IN DANGER.<br />
video has been making the<br />
rounds on social media lately.<br />
It features a smart-looking,<br />
hipsterish fellow in glasses<br />
named Simon Sinek.<br />
Sinek is a marketing consultant, motivational<br />
speaker and self-proclaimed Millennial<br />
expert, and in the video, he discusses why<br />
businesses are finding Millennials – those<br />
born roughly between 1980 and 2000 – to<br />
be “unmanageable”.<br />
He makes every typical complaint previously<br />
heard about Millennials and this might<br />
seem harmless enough on the surface.<br />
Sinek supports his argument with data and<br />
repeatedly states these issues aren’t the<br />
Millennial generation’s fault but make no<br />
mistake, these stereotypes are dangerous.<br />
If retail business owners and managers<br />
start believing their Millennial employees<br />
are unmanageable, then they can end up<br />
blaming them for nearly anything that goes<br />
wrong within the organisation. Instead,<br />
owners and managers should be looking<br />
for ways to increase employee engagement<br />
among all workers – especially Millennials,<br />
who are becoming the dominant generation<br />
in the workforce.<br />
What follows are the top five myths about<br />
the Millennial generation.
M2656<br />
Pg 20<br />
M2630<br />
Pg 12<br />
M2674<br />
Pg 24<br />
M2646<br />
Pg 11<br />
M2670<br />
Pg 14<br />
M2473<br />
Pg 25<br />
M2652<br />
Pg 9<br />
M2656<br />
Pg 20<br />
M2630<br />
Pg 12<br />
M2674<br />
Pg 24<br />
a<br />
$79.95<br />
† Hoop ea rings<br />
M 250<br />
M2646<br />
Pg 1<br />
$ 9<br />
Shell base pearl<br />
ea rings<br />
M25 1<br />
$99<br />
Cubic zirconia<br />
3 row necklace<br />
M2456<br />
$179<br />
Freshwater pearls &<br />
diamond earrings<br />
$ 9<br />
M1679<br />
† Diamond cut h op<br />
ea rings<br />
M2 60<br />
$89<br />
Freshwater pearl<br />
ea rings<br />
9ct gold<br />
M1405<br />
$1 9<br />
†9ct gold silver fi led<br />
h op ea rings with<br />
Swarovski crystals<br />
M2473<br />
Pg 25<br />
a<br />
M2670<br />
Pg 14<br />
M2148<br />
$1 9<br />
Dome ring<br />
M2610<br />
$ 9<br />
Cubic zirconia<br />
dancing pendant ◦<br />
$179<br />
Pendant #<br />
9ct gold 2-tone<br />
$169<br />
M2492<br />
†9ct rose gold silver fi led<br />
50cm necklace<br />
$ 9<br />
M2605<br />
Cubic zirconia<br />
M2329<br />
$179<br />
Blue topaz ea rings<br />
$ 9<br />
M2162<br />
† 9ct gold 2-tone<br />
h op earrings<br />
M2654<br />
$199<br />
Dome ring<br />
9ct rose gold<br />
M 254<br />
$ 9<br />
† 9ct gold 2-tone<br />
h op ea rings<br />
$1 9<br />
Cubic Zirconia<br />
ea rings<br />
M2653<br />
†9ct white gold silver fi lled<br />
M2652<br />
Pg 9<br />
M2672<br />
$ 9<br />
† Diamond cut<br />
h op earrings<br />
M2 61<br />
$149<br />
Diamond hu gies<br />
M1286<br />
3 3<br />
$1 9<br />
Blue topaz<br />
& diamonds<br />
M2629<br />
Natural sa phire<br />
& diamonds<br />
M12 0<br />
5 5<br />
$179<br />
Diamonds<br />
M508<br />
$179<br />
Diamonds<br />
9ct white gold<br />
M2641<br />
$1 9<br />
Diamonds<br />
M2319<br />
$199<br />
Prince s cut<br />
cubic zirconia<br />
M1381<br />
M2656<br />
Pg 20<br />
M2630<br />
Pg 12<br />
†H op ea rings<br />
M 250<br />
M2674<br />
Pg 24<br />
$99<br />
Shell base pearl<br />
ea rings<br />
M2511<br />
M2646<br />
Pg 1<br />
$99<br />
Cubic zirconia<br />
3 row necklace<br />
$99<br />
ea rings<br />
M2 60<br />
M2456<br />
M1679<br />
$89<br />
Freshwater pearl<br />
ea rings<br />
9ct gold<br />
M1405<br />
M2148<br />
M2473<br />
Pg 25<br />
M2670<br />
Pg 14<br />
Dome ring<br />
M2610<br />
$99<br />
Cubic zirconia<br />
dancing pendant ◦<br />
$99<br />
Cubic zirconia<br />
$99<br />
M2329<br />
†9ct gold 2-tone<br />
h op ea rings<br />
M2654<br />
M2162<br />
M2605<br />
Dome ring<br />
9ct rose gold<br />
M 254<br />
Pendant #<br />
M2492<br />
$99<br />
†9ct gold 2-tone<br />
h op ea rings<br />
M2653<br />
M2672<br />
$99<br />
†Diamond cut<br />
h op ea rings<br />
M2 61<br />
3<br />
M1286<br />
†9ct white gold silver fi lled<br />
M2652<br />
Pg 9<br />
Blue topaz<br />
& diamonds<br />
5<br />
Natural sa phire<br />
& diamonds<br />
M2629<br />
M12 0<br />
Diamonds<br />
M508<br />
Diamonds<br />
9ct white gold<br />
M2641<br />
Diamonds<br />
M2319<br />
M1381<br />
MYTH #1 – MILLENNIALS ARE LAZY<br />
This claim is, well, lazy thinking.<br />
The Economist reports that Millennials are more competitive than<br />
other generations, referencing a CEB poll that showed 59 per cent of<br />
Millennials stating that competition is what gets them out of bed in<br />
the morning compared to 50 per cent of Baby Boomers – those born<br />
roughly between 1946 and 1965.<br />
In addition, numerous studies indicate that Millennials are also more<br />
likely to consider career advancement opportunities when deciding<br />
if they should accept a job offer.<br />
MYTH #2 – MILLENNIALS ARE ENTITLED<br />
This is the ‘participation trophy’ fallacy.<br />
MILLENNIAL MYTHS<br />
INCREASE<br />
Y UR SALES<br />
WITH LA COURONNE’S<br />
COMPLETE MARKETING PACKAGE<br />
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C<br />
GIFTS<br />
<strong>2017</strong><br />
HRISTMAS<br />
a<br />
C<br />
A l jewellery shown on these pages i sterling silver or 9ct gold silver fi led unle s otherwise specified.<br />
†Silver fi led jewe lery is 9ct gold bonded together with sterling silver for extra strength and a fordability.<br />
HRISTMAS<br />
a<br />
C<br />
GIFTS<br />
a<br />
CATALOGUE OUT NOW<br />
$79.95<br />
†Diamond cut h op<br />
G IFTS UNDER $ 100<br />
HRISTMAS<br />
a<br />
$179<br />
Freshwater pearls &<br />
diamond ea rings<br />
<strong>2017</strong><br />
$199<br />
† 9ct gold silver fi led<br />
hoop ea rings with<br />
Swarovski crystals<br />
$199 Bracelet 9ct gold M2486<br />
$199<br />
$199 †9ct gold silver fi led 19cm belcher bracelet M 286<br />
a<br />
† 9ct rose gold silver fi led<br />
50cm necklace<br />
$179<br />
$169<br />
Blue topaz ea rings<br />
$199<br />
$179<br />
9ct gold 2-tone<br />
M2401 $99<br />
G IFTS UNDER $ 200<br />
$199<br />
Cubic Zirconia<br />
ea rings<br />
$99 7 Lucky ring bracelet M2304<br />
$149<br />
Diamond hu gies<br />
a<br />
$199<br />
a<br />
a<br />
$179<br />
$179<br />
$199<br />
$199<br />
Prince s cut<br />
cubic zirconia<br />
Every Millennial child purportedly received a participation trophy<br />
regardless of how awful they were at soccer, ballet or the saxophone.<br />
The truth is that Millennials don’t expect instant success and surveys<br />
demonstrate that a majority of Millennials believe they have a lot to<br />
learn from their superiors.<br />
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MYTH #3 – MILLENNIALS ARE ADDICTED TO TECHNOLOGY<br />
The Millennial who gazes into their smartphone searching for<br />
validation via social media is yet another tired stereotype.<br />
A Nielsen study found that Baby Boomers are actually more addicted<br />
to technology than their younger counterparts. The survey, which<br />
analysed what age groups are most distracted by technology during<br />
mealtimes, showed Baby Boomers leading the way with 52 per cent.<br />
MYTH #4 – MILLENNIALS HAVE BEEN CODDLED SINCE INFANCY<br />
Oddly, Baby Boomer parents – who would be the alleged coddlers –<br />
often make this claim.<br />
Millennials were supposedly told they could achieve their dreams<br />
and have anything they wanted, and yet a meta-analysis found most<br />
studies show no significant differences among generations.<br />
MYTH #5 – MILLENNIALS ARE EXCESSIVELY IDEALISTIC<br />
Sinek perpetuates the idea that Millennials are obsessed with ‘making<br />
a difference’ and are very impatient to do so.<br />
This alleged idealism is said to make it difficult for them to accept the<br />
grind of working a job; however, a Journal of Business and Psychology<br />
study found that Millennials are more satisfied with work than Baby<br />
Boomers. They’re also less likely to job hop than other generations.<br />
Baby Boomers will retire in the coming years and when they leave,<br />
Millennials will begin to take over leadership positions within<br />
businesses. Organisations that treat Millennials as equals and invest<br />
in leadership development will undoubtedly be well positioned in<br />
the future. i<br />
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Lessons in up-selling,<br />
learned from a trip to the mechanic<br />
UP-SELLING RELATES TO MORE THAN PRODUCT.<br />
DALE FURTWENGLER ASKS IF ADDITIONAL<br />
CHARGES SHOULD BE SET FOR SERVICES AND<br />
WHAT THE RESULTING IMPACTS MIGHT BE.<br />
Exclusive Distribution by hiPP.com.au in<br />
Australia & New Zealand<br />
info@hiPP.com.au<br />
1300 132 522 (NZ 0800 65 4477)<br />
ll cars must pass certain safety<br />
inspections and receive regular<br />
services from a mechanic in order<br />
to be roadworthy. My wife’s vehicle passed<br />
inspection but the battery test indicated that<br />
the battery needed to be replaced. Since the<br />
battery was under warranty, the price of the<br />
replacement was only going to be about the<br />
equivalent of AU$60. Then the sales rep said<br />
cleaning the terminals would be another $25,<br />
with the total being $85 plus tax.<br />
It’s interesting to consider the different<br />
reactions people have to this offer and what<br />
retailers working in other industries, such as<br />
jewellery, can learn from the situation.<br />
Who would pay for the cleaning of the<br />
battery terminals and why? Alternatively,<br />
who wouldn’t part with their money and<br />
why? What could the mechanic have done<br />
to increase the likelihood of the up-sell?<br />
Generally, the answer to the question, “Would<br />
you pay for the terminal cleaning?” depends<br />
upon three factors:<br />
• The customer’s own experience in cleaning<br />
the terminals<br />
• The value placed on the customer’s time<br />
• Relative cost<br />
EVALUATING EXPERIENCE<br />
The reality is that it takes less than five<br />
minutes to clean battery terminals; however,<br />
the more important question in my mind is,<br />
why would anyone install a new car battery<br />
and not clean the terminals? A similar<br />
question could probably be asked in relation<br />
to changing a watch battery.<br />
The mere fact that the automobile store<br />
would consider doing such a thing raised<br />
concerns about the business’ motivation.<br />
It seemed that they were more interested<br />
in generating revenue than serving me<br />
well. This belief was later confirmed when<br />
I objected to the price and the sales rep<br />
offered to lower it to $20.<br />
VALUING TIME<br />
If the customer can make $25 in five minutes<br />
– or $300 per hour – then they’re likely to<br />
purchase the cleaning, assuming they don’t<br />
believe it should be included as part of the<br />
service. However, if the customer earns less<br />
than $300 per hour, they’ll probably opt to<br />
do the cleaning themselves.<br />
RELATIVE COST<br />
Another bit of mathematics to conduct<br />
involves comparing the cleaning fee to<br />
the cost of the battery. In this case the
UP-SELLING TIPS<br />
$25 cleaning cost represents about 42 per cent of the cost of the<br />
replacement battery, making it seem out of proportion with the item<br />
being purchased.<br />
SELLING UP<br />
What could the mechanic have done to increase the likelihood of the<br />
up-sell? Very simply they could have told me that the replacement<br />
cost was $85, including cleaning the terminals. I would not have<br />
questioned the replacement cost given that the car was already<br />
there, they had the battery in stock, they’d acknowledged a warranty<br />
responsibility and that, if I found a cheaper price, I would have had to<br />
drive to the other mechanic and go through the process again.<br />
KEY TAKEAWAYS<br />
What lessons can jewellery retailers gain from this account?<br />
1. Don’t try to sell something as an extra when common sense says<br />
it’s the right thing to do<br />
2. A la carte selling forces customers to make more decisions, which<br />
they will most likely resent<br />
3. A la carte selling gives customers more opportunities to say ‘No’<br />
4. Bundling products and services limits the number of decisions<br />
customers have to make and the number of opportunities for<br />
them to say ‘No’<br />
5. Customers typically don’t question a business’ motivations when<br />
they bundle offerings. They do when retailers try to up-sell<br />
6. Customers are more likely to return when they get the sense that<br />
the bundled offerings address all the concerns they have or should<br />
have had if they’d been more knowledgeable<br />
7. Customers are less likely to return to a store when they feel that<br />
the salesperson is trying to sell them things they don’t need or<br />
should have been included in the original price.<br />
The intention of this article is not to warn jewellers against charging<br />
for their services and expertise but to rather highlight how certain<br />
propositions – and the way they are communicated – can impact<br />
on a consumer’s expectations and ultimately whether or not they<br />
decide to do business with the store. i<br />
DALE FURTWENGLER is founder of Furtwengler<br />
& Associates. He is a speaker, author and business<br />
consultant. Learn more: pricingforprofitbook.com<br />
WWW.CUDWORTHENTERPRISES.COM
BUSINESS<br />
SURVIVE AND THRIVE WITH SPECIALTY RETAILING<br />
Change in retail is relentless and<br />
businesses that wish to thrive must<br />
commit to finding opportunities that<br />
will help them move forward wherever<br />
possible. BOB PHIBBS reports.<br />
Who here has played Jenga? It’s a game<br />
where players take turns removing one block<br />
at a time from a tower constructed of 54<br />
blocks. Each block removed from the bottom<br />
is then placed on the top of the tower,<br />
creating a progressively taller but less stable<br />
structure and the loser is the player who<br />
topples the tower.<br />
Specialty retailing is a lot like Jenga; retailers<br />
create their own towers by building a<br />
clientele of loyal customers and the game<br />
is relatively easy in the beginning. Once<br />
the inevitable winds of change blow and<br />
competition increases, however, any retailer<br />
without a stable base can collapse. As time<br />
goes by, every business notices holes in their<br />
foundations. How they handle those holes<br />
separates them into two camps: the ones<br />
that make no changes and fall backwards;<br />
the ones that evolve and thrive.<br />
Here are seven behaviours specialty retailers<br />
must adopt to thrive.<br />
PROVIDE EXCELLENT CUSTOMER SERVICE<br />
An exceptional consumer experience is as<br />
much about the setting as it is about the<br />
salespeople. When every inch of a store is<br />
carefully designed to surprise and delight,<br />
and the sales team has been methodically<br />
trained in modern retail sales techniques,<br />
offering an exceptional experience should<br />
be a standard, not a rarity.<br />
If retailers instead turn to technology to<br />
engage, they risk creating greater distance<br />
between the store and the customers<br />
they’re hoping to create. Excellent customer<br />
service evolves from a curiosity about not<br />
just products but personalities, which is why<br />
customers drive past competitors to shop<br />
with a particular business.<br />
Presenting suggestive product<br />
recommendations based on a customer’s<br />
needs and wants, providing round-the-clock<br />
attention when customers are in store and<br />
freely volunteering product knowledge in<br />
the best interests of the customer are all<br />
SPECIALTY<br />
RETAILING IS A<br />
LOT LIKE JENGA;<br />
RETAILERS<br />
CREATE THEIR<br />
OWN TOWERS<br />
BY BUILDING<br />
A CLIENTELE<br />
OF LOYAL<br />
CUSTOMERS<br />
AND THE GAME<br />
IS RELATIVELY<br />
EASY IN THE<br />
BEGINNING<br />
hallmarks of a business providing exceptional<br />
customer experiences.<br />
BE INTELLIGENT WITH INVENTORY<br />
Newer retailers can go wild when buying<br />
what they think will sell. After all, it’s fun to<br />
buy things without thinking about paying<br />
for them. Smart retailers are familiar with their<br />
stock turns and margins. Retailers need to<br />
treat stock purchasing as they would if using<br />
their own money; no one wants to<br />
see items collecting dust on the sales floor.<br />
For example, it may seem like a good idea<br />
to carry every fashion watch brand to meet<br />
every need but fitting all this stock into a<br />
small space usually means having rows of<br />
watches that overwhelm customers and<br />
actually lose sales.<br />
The same goes for cosmetics, shoes and a<br />
wide range of other products where too<br />
much inventory makes shopping a chore.<br />
FOCUS ON CUSTOMER NEEDS<br />
So the store has a new product and now<br />
there’s a sale? So what? Unless retailers focus<br />
their marketing messages on what customers<br />
<strong>August</strong> <strong>2017</strong> <strong>Jeweller</strong> 47
BUSINESS<br />
get out of shopping with them, their<br />
promotional activity really just becomes a<br />
cry for attention.<br />
How do businesses help customers live a<br />
better life? What challenges do the products<br />
solve for them? Retailers who focus on<br />
answering those questions in emails,<br />
advertisements and social media status<br />
updates will unlock a tribe of supporters<br />
who loyally support their businesses.<br />
Storeowners should ask themselves if they<br />
would care about a promotion if they were<br />
customers. If the answer is no, then change<br />
the marketing message.<br />
SYSTEMATIC MANAGEMENT TRAINING<br />
Never forget that the job of a retailer in<br />
this world of hope-depleting setbacks is<br />
to provide customers with the hope of<br />
something better. This goes for employees<br />
as well; having the right processes and<br />
methodically training staff can be the<br />
difference between a retailer who is puttingout<br />
fires all day long and a profitable store<br />
with little drama. Train with a checklist<br />
so everyone receives the exact same<br />
information. Help each and every employee<br />
to open his or her hearts to strangers by<br />
using retail sales training and then regularly<br />
monitor what you expect them to do based<br />
on that training.<br />
MANAGE FINANCIAL INFORMATION<br />
Data informs everything from employee<br />
management to cash flow. Those who<br />
believe out-of-sight is OK often have a rude<br />
awakening. Set up automatic emails of KPI<br />
reports every Sunday night so there’s fresh<br />
information every week to act upon. Have<br />
payables on a regular schedule – all bills<br />
received by the 20th day of the month are<br />
paid two weeks later, for example.<br />
Be always aware of and ready for quarterly<br />
tax bills and necessary capital expenses. Get<br />
a business line of credit before it’s needed.<br />
Managing cash flow effectively means<br />
business owners are always aware of future<br />
obligations, leading to lower stress levels.<br />
STRATEGIC MERCHANDISE DISPLAYS<br />
Visual merchandising cuts down hundreds<br />
of SKUs to a manageable few while making<br />
shopping fun. When it comes to windows,<br />
the focus must be at a normal person’s<br />
height. One tip is to go out to the front and<br />
BEWARE OF UNSTABLE FOUNDATIONS<br />
look into the window. Have someone use<br />
lipstick to mark the window at the height<br />
where a person’s eyes are. This is the sweet<br />
spot. Create a tight display in that area.<br />
The lights in the window have to aim<br />
squarely in the middle at the point where<br />
customer eyes are focused. Inside the store,<br />
the best and brightest merchandise should<br />
be displayed at the front. Keep clearance<br />
items in the back as consumer interest<br />
decreases the farther into the store they<br />
venture. The right displays throughout the<br />
store can lead to a sales increase of up to<br />
30 per cent if done correctly.<br />
PLAN FOR THE LONG RANGE<br />
There are times throughout the year when<br />
just surviving the day can be tough. Retailers<br />
have to get up in the blimp and look down<br />
upon the whole playing field on a regular<br />
basis to see the opportunities that are<br />
missing, competitors who are offering new<br />
and innovative products, employees who<br />
need additional opportunities and any other<br />
major details.<br />
At the same time, retailers need to keep their<br />
long-range goals in mind. These goals should<br />
be about the overall life of the business and<br />
not just how to survive from year to year.<br />
This means looking at succession planning<br />
and the metrics needed to sell the business<br />
or hand it off at some point in the future so<br />
that it may continue into a new generation.<br />
No one will buy a business that is<br />
unprofitable or dependent on one product<br />
or one personality. What happens once<br />
these foundations are in place?<br />
NEVER FORGET<br />
THAT THE JOB<br />
OF A RETAILER IN<br />
THIS WORLD OF<br />
HOPE-DEPLETING<br />
SETBACKS IS<br />
TO PROVIDE<br />
CUSTOMERS<br />
WITH THE HOPE<br />
OF SOMETHING<br />
BETTER<br />
• There is less dead inventory – any<br />
merchandising decisions are based on<br />
data, not hunches<br />
• An exceptional experience is created for<br />
everyone who enters the store, not just<br />
for regulars<br />
• There is less dependence on running sales<br />
and more dependence on finding what’s<br />
new and different to offer to customers<br />
who are hungry for the store’s vision of<br />
the world<br />
• Windows and displays become silent<br />
salespeople focused not only upon<br />
attracting the attention of passers-by but<br />
on converting these people into shoppers<br />
in just a few seconds<br />
• Employees look forward to coming to<br />
work and do not call in sick<br />
• Intentions are focused firmly on the future<br />
and how to make everything run more<br />
smoothly and profitably.<br />
CONCLUDING REMARKS<br />
Stop doing things that don’t focus on the<br />
customer. Yes, look for the easy choices like<br />
adding a new line in the hope of increasing<br />
sales. Retailers can buy a bunch of iPads to<br />
keep track of stock and offer BOPIS (buy<br />
online, pick up in store).<br />
Retailers can try almost any new shiny object;<br />
however, in the end, just building a taller<br />
tower without fixing the fundamentals will<br />
make businesses even more vulnerable.<br />
There’s no choice worth making that doesn’t<br />
make business owners question why they do<br />
things a certain way, say things a certain way<br />
or allow certain behaviours. Yes, change can<br />
produce short-term stress and anxiety but it<br />
is in exchange for long-term benefits.<br />
Remember, there’s always a choice between<br />
standing still and moving forward. Retailers<br />
who stay focused and continually address<br />
these seven critical areas will have the ability<br />
to increase retail sales and survive. Those<br />
businesses that get really good at it will thrive<br />
in the face of an always-on consumer no<br />
matter how high the tower of blocks. i<br />
BOB PHIBBS, the Retail Doctor<br />
from the US, has been training<br />
SMEs on how to compete in<br />
today’s retail environment since<br />
1994. Learn more: retaildoc.com<br />
48 <strong>Jeweller</strong> <strong>August</strong> <strong>2017</strong>
SELLING<br />
THE KEY TO SELLING IN SLOW TIMES<br />
ALL SALESPEOPLE EVENTUALLY EXPERIENCE A PERIOD OF SLOW TRADING. BRIAN JEFFREY SAYS THAT WHAT<br />
SALESPEOPLE DO DURING THESE TIMES IS WHAT SEPARATES THE PROFESSIONALS FROM THE AMATEURS.<br />
In times of slow sales, retail salespeople don’t<br />
have many options. They can reorganise<br />
displays, restock shelves, do inventory, sweep<br />
floors or perform other chores while waiting<br />
for customers; however, if there’s no one in<br />
the store, staff can’t do much selling.<br />
In slower times, though, sales staff must not<br />
stand around waiting for a potential customer<br />
to press money into their hands. Instead,<br />
salespeople should become proactive, not<br />
reactive. They should try to make potential<br />
sales happen or at least set themselves up to<br />
get potential sales started.<br />
LAW OF THE SALES JUNGLE<br />
There’s a well-known law of the jungle among<br />
sales professionals and it goes like this: “Every<br />
morning on the plains of Africa a gazelle<br />
realises it must run faster than the fastest lion<br />
or be killed. On the same plain a lion wakes<br />
and realises that it must run faster than the<br />
slowest gazelle or starve. It doesn’t matter if<br />
you’re a gazelle or a lion – you’d better hit<br />
the road running.”<br />
Salespeople and retail business owners can’t<br />
wait for customers to stumble across their<br />
stores. They must hit the road running in<br />
search of prospects.<br />
THE SALES FUNNEL<br />
Most salespeople are familiar with the<br />
concept of the sales funnel and prospecting<br />
pipeline; it’s been around for years and is as<br />
valid today as it ever was. The sales funnel<br />
works like a conventional funnel – stop<br />
pouring liquid (prospects) into the funnel and<br />
no liquid (sales) will come out the bottom;<br />
pour too much liquid (prospects) in at one<br />
time and potential sales will be lost as the<br />
funnel overflows.<br />
Lost sales will also occur if the sales funnel<br />
has leaks or blockages. Leaks are simply lost<br />
sales that probably weren’t going to happen<br />
in the first place, while a blockage could be<br />
as simple as a delayed product delivery or the<br />
inability to respond to a missed phone call in<br />
a timely manner.<br />
SALESPEOPLE<br />
AND RETAIL<br />
BUSINESS OWNERS<br />
CAN’T WAIT FOR<br />
CUSTOMERS<br />
TO STUMBLE<br />
ACROSS THEIR<br />
STORES. THEY<br />
MUST HIT THE<br />
ROAD RUNNING<br />
IN SEARCH OF<br />
PROSPECTS<br />
SLOW TRADING PERIODS REQUIRE PROACTIVITY<br />
It would be nice if every customer<br />
opportunity eventuated in a ‘closed sale’.<br />
The percentage of sales opportunities that<br />
end up closed is called the closing ratio – a<br />
25 per cent closing ratio means that one out<br />
of every four opportunities results in a sale.<br />
FEEDING THE FUNNEL<br />
Just like regular funnels, sales funnels can’t<br />
fill themselves. This is called prospecting and<br />
it is the job of the salespeople, particularly<br />
in slower times, to keep a flow of potential<br />
opportunities passing through the sales<br />
pipeline and into the sales funnel.<br />
Developing prospecting pipelines is<br />
important to long-term survival. If retailers<br />
just wait for customers to appear, there’s<br />
a good chance they will slowly starve.<br />
This shouldn’t surprise business owners.<br />
Experience shows that the best salespeople<br />
are also the best prospectors.<br />
TYPICAL PIPELINES<br />
It’s not a good idea to rely on one source of<br />
prospects and salespeople should develop<br />
as many different sources as they can.<br />
Each source is a new pipeline of potential<br />
opportunities. Some typical pipelines<br />
are mailing lists, trade journals, previous<br />
customers, existing customers, competitors<br />
(yes, competitors) and the internet. These are<br />
just a few of the prospecting pipelines that<br />
the professional salesperson should know;<br />
however, the most basic one is getting a<br />
phone number. Many retailers are remiss<br />
in not finding a way to ask for customer<br />
phone numbers or, more importantly, email<br />
addresses. The ability to make phone or email<br />
contact in an appropriate way during slow<br />
times can help drive traffic back into a store.<br />
PIPELINE SIZE<br />
If sales staff know their closing ratios,<br />
they can get an idea of the size of their<br />
prospecting pipeline. Assume that a sales<br />
person’s annual sales target or quota is<br />
$100,000 and that the same store’s average<br />
sale is $2,000. That means a salesperson<br />
needs 50 sales to make quota.<br />
If that salesperson’s closing ratio is 25 per<br />
cent, they’ll need four hot prospects for every<br />
sale or 200 potential opportunities in the top<br />
of their sales funnels to achieve 50 successes.<br />
Of course, potential opportunities aren’t just<br />
everyone a salesperson knows.<br />
Prospects must be qualified, upgraded from<br />
suspect to prospect once they are assessed<br />
as potential buyers. In the act of obtaining<br />
200 prospects, a salesperson might canvass<br />
400 suspects or more before any quota can<br />
be achieved.<br />
Salespeople should ask themselves whether<br />
they have enough sources to provide the<br />
high number of suspects required to achieve<br />
200 prospects each year. If not, they need to<br />
widen their catchment area by searching for<br />
new sources. It is during times of slow sales<br />
that the real value of a salesperson is realised<br />
and filling their own funnels is what separates<br />
professionals from amateurs. i<br />
BRIAN JEFFREY has more<br />
than 40 years’ experience in<br />
sales management, training<br />
and business consulting.<br />
Learn more: quintarra.com<br />
<strong>August</strong> <strong>2017</strong> <strong>Jeweller</strong> 49
MANAGEMENT<br />
HOW TO DEAL WITH TIME-WASTERS<br />
CONSUMERS WHO MONOPOLISE THE ATTENTION OF STAFF BUT STILL REFUSE TO BUY ARE TIME-WASTERS. THOMAS YOUNG<br />
ADVISES TEACHING STAFF TO RECOGNISE THESE QUALITIES IN A PROSPECT AND START RECLAIMING PRODUCTIVITY IMMEDIATELY.<br />
Time is money. One of a sales professional’s worst nightmares is the<br />
time-waster. These are prospects or customers who do not say yes<br />
or even no to any offer but delay or drag-on the sales process,<br />
wasting valuable time. Time spent with these individuals is akin to<br />
throwing money away.<br />
The difficulty is that time-wasting customers appear to be seriously<br />
interested in buying. So much so that most salespeople only realise<br />
they are time-wasters after it is too late. Here are a few tips on<br />
recognising and dealing with time-wasters.<br />
PROSPECT THE TARGET MARKET<br />
Prospecting the right way is crucial for minimising time-wasters.<br />
Knowing the target market and their parameters for doing business<br />
with the store will help salespeople cover their bases and avoid timewasters<br />
who are not in the buying demographic. It is important that<br />
sales staff, management and owners have outlined the store’s ideal<br />
customer profile and understand how to find more customers that<br />
fit that profile.<br />
QUALIFY WITH SOLID QUESTIONS<br />
Good probing questions, early in the sales process, can help uncover<br />
a time-waster. If they ask for the same information repeatedly, they<br />
may be a time-waster and the salesperson needs to probe. Be ready<br />
with probing questions that help qualify buyers. This may weed out<br />
time-wasters before spending hours on follow-up and research.<br />
Ask the customer, “What would you do if you were in my shoes?”<br />
If possible, talk to others who know this potential customer.<br />
LACK OF OBJECTIONS IS NOT GOOD<br />
If there is a lack of objections then the prospect could be a timewaster.<br />
Objections are buying signals and generally a part of the<br />
selling process. Objections often come from prospects who are<br />
serious buyers and are looking to find ways to make the sale happen.<br />
Handling objections is a part of closing; if there are none, it could be<br />
a red flag. If the sale seems to be too easy, it probably is.<br />
DEVELOP INTUITION<br />
Salespeople need to develop intuitive abilities so they can read<br />
a time-waster before they waste too much valuable time. This is<br />
difficult to do but the best salespeople are excellent at this intuitive<br />
skill. Those who maintain balance in life to reduce stress and help<br />
give energy and attention to others will assist in the process of<br />
learning what people are thinking.<br />
Salespeople should take time for themselves and develop their<br />
mental, spiritual, physical and emotional parts of their lives.<br />
High-level selling is an understanding of human psychology and<br />
developing intuitive abilities.<br />
OBJECTIONS<br />
OFTEN COME<br />
FROM PROSPECTS<br />
WHO ARE<br />
SERIOUS<br />
BUYERS AND<br />
ARE LOOKING<br />
TO FIND WAYS<br />
TO MAKE THE<br />
SALE HAPPEN.<br />
HANDLING<br />
OBJECTIONS IS A<br />
PART OF CLOSING<br />
THERE ARE CERTAIN CUES TO HELP SALESPEOPLE IDENTIFY TIME-WASTERS<br />
GIVE PEOPLE A WAY OUT<br />
Many time-wasters waste time simply because they cannot say no<br />
or don’t want to hurt the salesperson’s feelings. Give them an out<br />
and let them feel comfortable to say no. These people may seem to<br />
be too nice or overly concerned about other people’s feelings. The<br />
primary goal here is to help people, not make a sale. If they do not<br />
need or want help then it is time to move onto the next prospect.<br />
THE AUTHORITY TO BUY<br />
Often salespeople may be wasting time with an individual who<br />
has no authority to buy. Probe carefully here to determine if the sale<br />
is going somewhere. Ask questions about how purchases are made<br />
and who is involved in the buying decision. Attempt to determine<br />
who is the decision maker then speak to them. If access is denied,<br />
find out why. The sale may be lost at that point or the salesperson<br />
may have to change their approach.<br />
KNOW WHEN TO STOP SELLING<br />
Salespeople must know what they can and cannot control. This is<br />
why it’s so important to remain alert and know when to stop selling<br />
to a time-waster. Retailers need to let potential customers know that<br />
they are ready to move forward by informing the customer that the<br />
time has arrived for a decision. Whether the decision is yes or no,<br />
the staff will then be able to move onto the next customer. i<br />
THOMAS YOUNG is CEO and co-founder of<br />
Intuitive Websites. He has 25 years’ experience<br />
in marketing and sales and he is the author of<br />
Winning the Website War and Intuitive Selling.<br />
Learn more: intuitivewebsites.com<br />
50 <strong>Jeweller</strong> <strong>August</strong> <strong>2017</strong>
MARKETING & PR<br />
DON’T BECOME INVISIBLE WHEN CUTTING COSTS<br />
CUTTING RESOURCES MIGHT SEEM LIKE A GOOD IDEA WHEN LOOKING TO SHAVE COSTS BUT BARRY URQUHART REPORTS<br />
BUSINESSES MUST BE AWARE THAT SUCH ACTION CAN DAMAGE THEIR MARKET VISIBILITY AND HURT THEIR SALES.<br />
Loud, consistent, differentiating and focused<br />
– each attribute is an essential element of<br />
marketing, which is needed to establish and<br />
maintain a presence in today’s challenging<br />
retail environment. Sadly, the practice of<br />
constraining budgets is contributing to a loss<br />
of visibility for a rising number of businesses,<br />
brand names, products and services. This<br />
loss of visibility reduces the effectiveness of a<br />
business’ marketing and promotional content.<br />
LIMITING RESOURCES<br />
SPHERES OF INFLUENCE<br />
Cascading sales are not restricted to<br />
recommendations and introductions made<br />
by purchasers. Well-connected and profiled<br />
spheres of influence present a diverse<br />
collective. Their access to – and influence<br />
upon – new demographics, psychographics<br />
and locations should be tapped.<br />
Targeting these spheres of influence will<br />
require a dedicated advertising budget<br />
and carefully crafted messages. This might<br />
Decisions to cut overheads, starting with<br />
wages and advertising expenses, can be<br />
decisive but little consideration is often<br />
given to the consequences.<br />
THINK HARD BEFORE CUTTING RESOURCES<br />
come at the expense of existing commercial<br />
agreements and require careful financial<br />
consideration but marketing mavens, while<br />
typically few in number, are influential in<br />
This scenario is compounded by a<br />
marketplace awash with businesses applying<br />
their comparably-limited budgets to the<br />
promotion of like-products, services and<br />
applications, each with similar features,<br />
benefits and advantages – it’s a boring<br />
landscape of sameness.<br />
Standing out is especially difficult<br />
when a business is limiting resources.<br />
Commoditisation, in which each or all<br />
offerings are perceived to be part of a nondifferentiated<br />
amorphous block, simply<br />
exacerbates invisibility, best defined as nonconspicuous<br />
presence in the marketplace.<br />
Accordingly, effective marketing sometimes<br />
becomes unattainable.<br />
Cuts in newspaper, radio, television and<br />
outdoor advertising can eliminate brand<br />
names, products and services from the minds<br />
of consumers, making businesses invisible.<br />
Stop-start advertising affects recall, awareness,<br />
preference and, above all, cash flow.<br />
Also, an over-reliance on a single<br />
communication channel can multiply the<br />
consequences of any reduction in advertising<br />
expenditure – social media and online<br />
advertising should be therefore included<br />
into any marketing plan as both are effective<br />
among consumers who are seeking specific<br />
or targeted information.<br />
UNDERSTANDING<br />
THE MEDIA<br />
HABITS AND<br />
INFORMATION<br />
SOURCES OF<br />
CUSTOMERS<br />
ENABLES<br />
PRIORITIES TO<br />
BE ASSIGNED<br />
AND MARKETING<br />
CHANNELS TO<br />
BE UTILISED<br />
BUDGET CONSEQUENCES<br />
Achieving impact on a limited budget is<br />
difficult but not impossible.<br />
Discrete target audiences can be identified,<br />
analysed and targeted. Understanding the<br />
media habits and information sources of<br />
primary, secondary and tertiary customer<br />
groups enables priorities to be assigned,<br />
budgets to be set, funds to be allocated and<br />
optimal marketing channels to be utilised.<br />
With a constrained or limited budget, impact<br />
can be achieved and sustained to highprospect<br />
entities, individuals and groups.<br />
Leakage and losses among those in the<br />
broader marketplace are therefore minimised<br />
and the cost-effectiveness of all promotional<br />
campaigns is enhanced. Broadening<br />
audiences and target markets can and<br />
should be achieved with personalised,<br />
on-sell propositions to customers who have<br />
previously responded positively to targeted<br />
communications. On-selling, recommending<br />
and referring are different and later phases<br />
of the purchase process than advertising,<br />
promotions and merchandising.<br />
Converting satisfied customers to advocates<br />
or ambassadors is an art form employed by<br />
high-achieving marketers. This requires a<br />
disciplined, structured approach within the<br />
construct of relationship marketing.<br />
many purchase decisions.<br />
AN EXTERNAL FOCUS<br />
Thus, once optimal efficiency and cost<br />
cutting has been achieved, rewards and<br />
competitive advantages await those who<br />
strive for external effectiveness.<br />
The adroit use and deployment of external<br />
resources can leverage sales, productivity and<br />
profitability. Moreover, all mentions by the<br />
spheres of influence will help to address any<br />
drift towards invisibility and commoditisation.<br />
In short, the objective is to become a topic of<br />
conversation and remain one. Share of mind<br />
does inevitably become share of market.<br />
Budgets and resources are essential. While<br />
this might sound expensive, cutting these<br />
budgets and resources can be a lot more<br />
expensive, especially when measured in<br />
terms of a loss of marketplace visibility, a<br />
differentiated market positioning and, in the<br />
end, lower sales, lower revenues and lower<br />
profits. The best advice to retailers who are<br />
thinking ‘cut it out’ is to think again. i<br />
BARRY URQUHART is<br />
managing director of Marketing<br />
Focus and an international<br />
keynote speaker. Learn more:<br />
marketinginfocus.net.au<br />
<strong>August</strong> <strong>2017</strong> <strong>Jeweller</strong> 51
LOGGED ON<br />
CREATING CONTENT CUSTOMERS WILL DEVOUR<br />
TO STAND OUT ONLINE AND GRAB THE ATTENTION OF CONSUMERS, RETAILERS MUST DELIVER THE RIGHT INFORMATION<br />
IN AN ATTENTION-GRABBING FORMAT, AND PROMOTE THIS INFORMATION PROPERLY. ALYSSA MAGID REPORTS.<br />
How much content is out there on the web?<br />
According to popular blog-hosting platform<br />
WordPress.com, its users make around 2.5<br />
million blog posts per day and Google<br />
recently noted that it could ‘see’ at least<br />
130 trillion pages published online.<br />
This is more than a little intimidating for<br />
retailers who have high hopes of getting<br />
people to view their web content. The good<br />
news is that it’s still possible to acquire new<br />
customers by positioning a business as a<br />
reliable authority. Retailers just need to know<br />
where to start.<br />
CONTENT CUSTOMERS WANT<br />
Retailers must first identify the questions<br />
prospective customers want to know about<br />
their businesses. Some ways to do this are:<br />
Customer-facing staff – no-one knows more<br />
about the questions customers ask than<br />
frontline staff. These staff deal with customer<br />
questions every single day. List the questions<br />
that come up most regularly.<br />
Quora and other Q&A sites – Q&A sites such<br />
as Quora are a treasure trove of questions<br />
from ‘real’ people. Search for questions about<br />
jewellery or wedding bands, as well as<br />
related topics like fashion. Check how many<br />
people are following a particular question or<br />
have ‘upvoted’ it – reader approval that the<br />
question has been answered in a meaningful<br />
way – to see how many people are interested<br />
in getting an answer.<br />
Social media – if a business’ Facebook page<br />
has enough traffic, check what people<br />
are commenting about. If not, go to the<br />
pages of big industry brand names and<br />
look through comments there. Note what<br />
content gets the most likes and shares.<br />
Let audience engagement highlight what<br />
they’re interested in. Social media groups like<br />
Facebook Groups and LinkedIn Groups can<br />
be another great resource. Find groups where<br />
the store’s target audience is discussing<br />
jewellery-related topics and monitor the<br />
conversation to glean content ideas.<br />
Google Adwords research – create a free<br />
account for Google Adwords and enter<br />
industry terms like ‘gold necklace’ or<br />
‘engagement rings’ into the site’s Keyword<br />
Planner tool to receive Google keyword<br />
suggestions with estimated monthly<br />
search volumes. Google is giving away less<br />
information now but the service is still helpful<br />
for identifying the approximate number of<br />
searches a keyword phrase generates.<br />
For content, try to find questions and longer,<br />
topical phrases. The aim is to unearth phrases<br />
like ‘What other gemstones besides diamonds<br />
do people use for engagement rings,’ not just<br />
‘engagement rings’.<br />
Google keywords research – also plug some<br />
ideas into a regular Google search and see<br />
if Google suggests any ideas while typing.<br />
Scroll down the search results page as<br />
sometimes Google will present several<br />
questions in the results under the heading<br />
“People also ask”. These are almost always at<br />
the bottom of the page where Google lists<br />
“related searches”. Either heading can be a<br />
content idea gold mine.<br />
CRAFT AN AMAZING ANSWER<br />
Once retailers have a list of questions, be<br />
sure to answer these well.<br />
If answering, “What other gemstones besides<br />
diamonds do people use for engagement<br />
rings,” don’t just give a list of gemstones.<br />
Make the content amazing by giving a list of<br />
gemstones, price comparisons to a diamond<br />
of similar size/quality, famous engagement<br />
rings that used other gemstones and even<br />
the symbolic significance of gemstones and<br />
why people might choose them. Incorporate<br />
good quality visuals, especially if these<br />
showcase some of the store’s own jewellery!<br />
PROMOTE IT WELL<br />
If retailers are publishing the most amazing,<br />
comprehensive content ever but failing to<br />
promote this content, the effort will most<br />
likely go unnoticed.<br />
RESEARCH WHAT CONSUMERS WISH TO LEARN AND THEN ANSWER IT<br />
FIND GROUPS<br />
WHERE THE<br />
STORE’S TARGET<br />
AUDIENCE IS<br />
DISCUSSING<br />
JEWELLERY-<br />
RELATED<br />
TOPICS AND<br />
MONITOR THE<br />
CONVERSATION<br />
TO GLEAN<br />
CONTENT IDEAS<br />
Share all content on social media but go<br />
beyond that by trying some of the following<br />
promotional suggestions:<br />
• Send out a campaign to the store’s email list<br />
• If directly answering a question found on a<br />
Q&A site, post it in response to the question<br />
• Find bloggers or journalists who have<br />
covered topics related to this post topic in<br />
the past. Approach them in a tailored email,<br />
explain what value the post has for their<br />
audiences and ask if they can share it.<br />
AS EASY AS 1,2,3… OR NOT<br />
The process of successful content marketing<br />
takes time and effort. Figure out what<br />
prospective customers want to know, create<br />
the best, most comprehensive answer<br />
possible and then promote it to allow fans<br />
to find, read and love it.<br />
It may feel like a large investment; however,<br />
the return on this investment is much higher<br />
than any watered-down post on a blog or<br />
social media account. i<br />
ALYSSA MAGID is director of<br />
Virtual Assistant Israel, offering<br />
marketing and administrative<br />
support. Learn more:<br />
virtualassistantisrael.com<br />
52 <strong>Jeweller</strong> <strong>August</strong> <strong>2017</strong>
GEMS<br />
COLOUR INVESTIGATION: ALEXANDRITE<br />
the resulting colour. In alexandrite, the light<br />
absorbed by these chromium ions has a<br />
wavelength between red and green, and the<br />
colour change is dependent on the source of<br />
the incident light.<br />
Natural daylight or fluorescent light contains<br />
higher proportions of blue and green<br />
wavelengths and will cause the gemstone to<br />
appear to be green whereas incandescent<br />
lighting, such as a globe that contains a<br />
higher proportion of red wavelengths, will<br />
cause the gemstone to appear red. Highquality<br />
alexandrite displays green to bluish<br />
green in daylight and a red to purplish red in<br />
incandescent light. Alexandrite usually has<br />
few inclusions so the value of any alexandrite<br />
example rests upon the intensity of its body<br />
colour as well as the impressiveness of its<br />
colour-changing properties.<br />
IMAGE COURTESY HAMID BROS GEM MERCHANTS<br />
Emerald by day and ruby by night,<br />
alexandrite is perhaps the best example<br />
of the magical colour-changing variety<br />
of gemstones. STACEY LIM reports.<br />
Awe and wonder surround the spectacular<br />
phenomenon of colour change in<br />
gemstones. The fascination of seeing colours<br />
shift before one’s eyes can leave consumers<br />
speechless with utter disbelief.<br />
Alexandrite, a variety of the gemstone<br />
chrysoberyl, is a fine example of this<br />
magical effect, with superior quality material<br />
producing a dramatic colour change that<br />
is sometimes described as emerald by day<br />
and ruby by night. This is not surprising<br />
as the ‘magician’ behind the scenes in this<br />
Sometimes referred to as the alexandrite<br />
effect, this colour change is noted in a small<br />
handful of other gemstones, although not to<br />
the intensity that can be seen in alexandrite.<br />
Alexandrite was first discovered in the Ural<br />
Mountains in the 1830s but current sources<br />
of the gemstone include Sri Lanka, East Africa,<br />
India and Brazil. Named alexandrite in honour<br />
of Alexander II, the Tsar of the Russian Empire<br />
who took power in 1855, this red and green<br />
gemstone caught the country’s attention<br />
because its colours mirrored the national<br />
military colours of Imperial Russia.<br />
Described as an idiochromatic mineral due to<br />
its self-colouring properties, chrysoberyl owes<br />
its various hues to the mineral’s chemical<br />
THIS IS NOT<br />
SURPRISING AS<br />
THE ‘MAGICIAN’<br />
BEHIND THE<br />
SCENES IN THIS<br />
EXTRAORDINARY<br />
COLOUR PLAY IS<br />
NONE OTHER<br />
THAN CHROMIUM<br />
The attractive gemstones produced from<br />
Russian deposits in the 19th century are<br />
still considered to be the most distinctive,<br />
displaying vivid hues and bold colour<br />
changes. Modern sources of alexandrite tend<br />
to exhibit muddier tones with a less-precise<br />
colour change.<br />
This mineral’s light-absorbing quality<br />
doesn’t end with colour change; alexandrite<br />
also exhibits strong trichroism, showing<br />
different colours when viewed from different<br />
directions. Typical pleochroic colours are deep<br />
red/brownish-green or orange-yellow/green<br />
and, although they affect the body colour<br />
of alexandrite, this attribute has no effect on<br />
colour change.<br />
A mysterious mineral with extraordinary<br />
qualities, alexandrite’s intriguing colour play<br />
continues to pique the interest of collectors,<br />
gemmologists and jewellery lovers. i<br />
extraordinary colour play is none other than<br />
chromium, the element responsible for the<br />
rich red of some of the world’s best quality<br />
rubies and, remarkably, the vivid green seen<br />
in emeralds.<br />
composition. Alexandrite is a relatively scarce<br />
colour-change variety of the chrysoberyl<br />
family that contains traces of chromium +3<br />
ions. These ions react to light and absorb<br />
specific parts of the light spectrum giving<br />
STACEY LIM FGAA BA Design, is a qualified<br />
gemmologist and gemmology teacher/assistant.<br />
She is a jewellery designer, marketing manager<br />
and passionate communicator on gemmology.<br />
For information on gemstones, visit: gem.org.au<br />
<strong>August</strong> <strong>2017</strong> <strong>Jeweller</strong> 53
10 YEARS AGO<br />
WHAT WAS MAKING NEWS 10 YEARS AGO?<br />
A SNAPSHOT OF THE INDUSTRY EVENTS THAT MADE NEWS HEADLINES IN THE AUGUST 2007 ISSUE OF JEWELLER.<br />
<strong>Jeweller</strong> of the year opens store<br />
The story: The 2006 JAA Australian <strong>Jeweller</strong> of the<br />
Year, Dean Walker, has opened a jewellery store in<br />
Burnie, Tasmania.<br />
Inaugurated on July 2, Dean Walker Designs, has a<br />
strong focus upon Australian-made products. “Ninetyfive<br />
per cent of the inventory is Australian-made,”<br />
Walker said. “I have jewellery made by myself and<br />
Melanie Clark – who made earrings for princess Mary<br />
of Denmark – as well as other Australian jewellers.”<br />
The store also offers Australian – mostly Tasmanian<br />
– pottery, art glass, paintings and sculptures.<br />
“People will always want to decorate themselves and<br />
Bevilles corrects<br />
two-price<br />
advertising<br />
GAA offers diamond course<br />
The story: The Gemmological Association of Australia<br />
(GAA) has developed a new course designed to boost<br />
the level of expertise in Australia’s diamond retailing<br />
industry. The Retail Diamond Consultancy Course is a<br />
single-day program that provides retail staff with the<br />
basic knowledge to enable them to sell diamonds<br />
with confidence. It covers the most important aspects<br />
of diamond selling, including the four Cs, diamond<br />
The story: In an effort to avoid possible<br />
prosecution, Bevilles <strong>Jeweller</strong>s has agreed<br />
not to misuse two-price advertising in<br />
future campaigns. According to a press<br />
release from the Australian Competition<br />
and Consumer Commission (ACCC), the<br />
chain has acknowledged that the two-price<br />
advertising of some of its jewellery items<br />
may have been misleading.<br />
From September 2005 to June 2006, Bevilles<br />
distributed a number of catalogues featuring<br />
two-price advertising.<br />
their homes. So why<br />
do we need to buy<br />
mass-produced<br />
giftware from other<br />
countries? Why<br />
do people want to spend $600 on a print made in<br />
Thailand, when local artists can do a spectacular,<br />
original painting for the same price?” Walker said,<br />
stating his belief that Australians produce better<br />
jewellery and works of art: “It tends to be more<br />
original, not mass- produced with the bare minimum<br />
of gold added.”<br />
shapes and cuts, physical properties, fancy-colour<br />
diamonds, common imitators, care and cleaning of<br />
diamonds and diamond certification. “We also cover<br />
the topical blood diamond and Kimberley<br />
Process issue that’s been in the<br />
media a lot lately,” explains course<br />
lecturer Katrina Marchioni.<br />
JAA AND DCLA SPLIT<br />
The story: The JAA and the Diamond<br />
Certification Laboratory of Australia<br />
(DCLA) have mutually agreed to end<br />
their strategic alliance after six years.<br />
Announced in July, the decision is a<br />
result of a new JAA policy to no longer<br />
endorse labs.<br />
JAA CEO Ian Hadassin cited CIBJO –<br />
the world jewellery confederation –<br />
as having already implemented the<br />
same policy.<br />
In an effort to address issues of<br />
consumer confidence in the industry,<br />
the JAA and DCLA entered into a<br />
license agreement in which the DCLA<br />
– as an internationally recognised<br />
International Diamond Council<br />
(IDC) laboratory would receive<br />
JAA endorsement. The partnership<br />
originally formed from then CEO<br />
John Howie’s initiative while the<br />
laboratory was keen to promote its<br />
diamond certification scheme – a then<br />
unprecedented service for jewellery<br />
retailers in Australia.<br />
THEFT ROCKS GOLD<br />
COAST STORE<br />
The story: A Gold Coast jewellery store<br />
was victim to an aggressive theft in<br />
which offenders smashed their way<br />
through the wall of the shop to steal<br />
around $60,000 worth of goods.<br />
The incident occurred on June<br />
21 between 1am and 3am at the<br />
Diamonds on Broadbeach store on<br />
the Gold Coast Highway.<br />
According to Queensland police, an<br />
unknown number of thieves broke<br />
open a locked door to a storeroom of<br />
the complex and smashed a hole in a<br />
fibro wall connected to the shop, thus<br />
gaining entry to the store.<br />
54 <strong>Jeweller</strong> <strong>August</strong> <strong>2017</strong>
EVENTS<br />
<strong>2017</strong> JEWELLERY AND WATCH CALENDAR<br />
A GUIDE TO THE LOCAL AND INTERNATIONAL JEWELLERY AND WATCH EVENTS SCHEDULED TO TAKE PLACE THIS YEAR.<br />
AUGUST<br />
AUSTRALIAN OPAL<br />
EXHIBITION<br />
Gold Coast, Australia<br />
<strong>August</strong> 3–4<br />
Learn more: austopalexpo.com.au<br />
LEADING EDGE GROUP<br />
JEWELLERS MEMBER AND<br />
SUPPLIER CONFERENCE<br />
Sydney, Australia<br />
<strong>August</strong> 23–25<br />
SHOWCASE JEWELLERS<br />
MEMBER AND SUPPLIER<br />
CONFERENCE<br />
Sydney, Australia<br />
<strong>August</strong> 23–25<br />
JAA AUSTRALASIAN<br />
JEWELLERY AWARDS<br />
CEREMONY<br />
Sydney, Australia<br />
<strong>August</strong> 25<br />
Learn more: jaa.com.au/awards<br />
NATIONWIDE JEWELLERS<br />
MEMBER EVENTS<br />
(IN CONJUNCTION<br />
WITH INTERNATIONAL<br />
JEWELLERY FAIR)<br />
Sydney, Australia<br />
<strong>August</strong> 26–28<br />
INTERNATIONAL<br />
JEWELLERY FAIR<br />
Sydney, Australia<br />
<strong>August</strong> 26–28<br />
Learn more: jewelleryfair.com.au/<strong>2017</strong><br />
JEWELLERY DESIGN AWARDS<br />
CEREMONY<br />
Sydney, Australia<br />
<strong>August</strong> 26<br />
Learn more: jewelleryfair.com.au/<strong>2017</strong>/<br />
jewellery-design-awards-<strong>2017</strong><br />
SEPTEMBER<br />
INTERNATIONAL<br />
JEWELLERY LONDON<br />
London, UK<br />
September 3–5<br />
Learn more: jewellerylondon.com<br />
HONG KONG WATCH &<br />
CLOCK FAIR<br />
Hong Kong<br />
September 5–9<br />
Learn more: m.hktdc.com/fair/<br />
hkwatchfair-en/HKTDC-Hong-Kong-<br />
Watch-and-Clock-Fair.html<br />
BANGKOK GEMS<br />
& JEWELRY FAIR<br />
Bangkok, Thailand<br />
September 6–10<br />
Learn more: bkkgems.com<br />
JEWELLERS AND<br />
WATCHMAKERS OF NEW<br />
ZEALAND TRADE FAIR<br />
Auckland, New Zealand<br />
September 10–11<br />
Learn more: jwnz.co.nz<br />
HONG KONG JEWELLERY &<br />
GEM FAIR<br />
Hong Kong<br />
September 13–19<br />
Learn more: exhibitions.<br />
jewellerynetasia.com/9jg<br />
SHOWCASE JEWELLERS<br />
HONG KONG TRIP<br />
Hong Kong<br />
September 13–19<br />
VICENZAORO<br />
Vicenza, Italy<br />
September 23–27<br />
Learn more: september.vicenzaoro.com<br />
NATIONWIDE JEWELLERS<br />
ANTWERP TRIP<br />
Antwerp, Belgium<br />
September 23–29<br />
OCTOBER<br />
MIDEAST WATCH &<br />
JEWELLERY SHOW<br />
Sharjah, UAE<br />
October 3–7<br />
Learn more: mideastjewellery.com<br />
INTERNATIONAL COLORED<br />
GEMSTONE ASSOCIATION<br />
CONGRESS<br />
Jaipur, India<br />
October 21–24<br />
Learn more: icacongress.com<br />
SINGAPORE JEWELLERY &<br />
GEM FAIR<br />
Singapore<br />
October 27–30<br />
Learn more:<br />
singaporejewellerygemfair.com<br />
NOVEMBER<br />
CIBJO CONGRESS<br />
Bangkok, Thailand<br />
November 5–7<br />
Learn more: cibjo.org/congress<strong>2017</strong><br />
JEWELLERY ARABIA<br />
Manama, Bahrain<br />
November 21–25<br />
Learn more: jewelleryarabia.com<br />
JANUARY 2018<br />
VICENZAORO T-GOLD<br />
Vicenza, Italy<br />
January 19–24<br />
Learn more: 10times.com/t-gold<br />
TUCSON GEM, MINERAL &<br />
FOSSIL SHOWCASE<br />
Tucson, US<br />
January 27 – February 11<br />
Learn more:<br />
visittucson.org/events/gem-show<br />
FEBRUARY 2018<br />
JEWELLERY & WATCH<br />
Birmingham, UK<br />
February 4–8<br />
Learn more:<br />
jewelleryandwatchbirmingham.com<br />
HONG KONG<br />
INTERNATIONAL DIAMOND,<br />
GEM & PEARL SHOW<br />
Hong Kong<br />
February 27 – March 3<br />
Learn more: m.hktdc.com/fair/hkdgp-<br />
en/HKTDC-Hong-Kong-International-<br />
Diamond--Gem---Pearl-Show.html<br />
<strong>August</strong> <strong>2017</strong> <strong>Jeweller</strong> 55
MY BENCH<br />
Paul Hogan<br />
WORKS AT:<br />
Hofstays House of<br />
Diamonds/Hogans<br />
Family <strong>Jeweller</strong>s<br />
AGE: 57<br />
YEARS IN TRADE:<br />
Too many!<br />
TRAINING: Apprenticeship<br />
FIRST JOB: Hogans Family<br />
<strong>Jeweller</strong>s<br />
Favourite gemstone:<br />
No favourite but I have<br />
a soft spot for coloured<br />
precious gemstones.<br />
Favourite metal:<br />
For me, it’s all about the end<br />
result rather than the metal.<br />
Best part of job:<br />
The people that I have<br />
worked with over the<br />
years and the fascinating<br />
customers along the way.<br />
Worst part of job:<br />
Self-inflicted long hours.<br />
Best tip from a jeweller:<br />
When the pressure builds<br />
and stress levels are running<br />
high, remember it’s just<br />
jewellery not brain surgery.<br />
Best tip to a jeweller:<br />
Be open to continual<br />
growth as you often learn a<br />
better way of doing things.<br />
Industry frustration?<br />
Customers looking for large<br />
diamonds at low prices but<br />
still wanting good quality!<br />
My bench is always:<br />
Immaculately organised.<br />
Otherwise, I wouldn’t stand<br />
a chance of staying on top<br />
of the interruptions involved<br />
with being a bench jeweller<br />
in a retail environment<br />
that requires constant<br />
interaction with customers.<br />
Favourite sport:<br />
Since moving to Brisbane a<br />
few years ago, my wife and<br />
I have taken advantage of<br />
many a game at Suncorp<br />
Stadium – both rugby<br />
league and rugby union.
SOAPBOX<br />
WE’RE HEADING BACK TO THE BENCH<br />
We have just returned from our buying<br />
group conference where bespoke<br />
manufacturing was one of the main<br />
subjects of discussion. Given general<br />
retail is slipping, most agree that bespoke<br />
is a major area of growth.<br />
The industry has changed dramatically since<br />
I started back in the 1980s as a silversmithing<br />
apprentice; much Australian manufacturing<br />
has gone and cheap and nasty imports have<br />
replaced it. Many retailers have also gone for<br />
reasons that are varied but high on the list are<br />
imports, online and an ageing of the industry.<br />
One of the big changes from a retail<br />
perspective is branded jewellery. Many<br />
jewellers at the conference stated they have<br />
seen declines in their branded jewellery sales<br />
and I think there will be a noticeable fall in<br />
branded sales in the future, which will be<br />
replaced by bespoke options.<br />
The other recent shift in the branded<br />
jewellery sphere is suppliers retailing online<br />
against their own retail customers.<br />
The old way of buying product to suit our<br />
customer bases is much better than having<br />
to buy entire ranges and keep on buying new<br />
season designs as if it’s fashion clothing. Most<br />
of these brands are not brands at all; they are<br />
simply ranges without brand recognition. Yes,<br />
we all know the performance of one or two<br />
brands has been good but we are endlessly<br />
bombarded with the next big thing only for<br />
it to fizzle out, leaving us holding the bag.<br />
The fact is that jewellery sales haven’t<br />
changed that much, meaning that brands<br />
haven’t helped to increase discretional<br />
spending on jewellery despite the vast<br />
number of products available. Brands have<br />
decreased the margins and increased stock<br />
holding though.<br />
This all leads me to our decision to focus on<br />
bespoke jewellery. We are a more traditional<br />
jeweller with two on the bench. Our bench<br />
has a three-month minimum wait for<br />
handmakes and it’s only getting longer as<br />
we can’t keep up with the work!<br />
Retailers must jump on this increasing trend<br />
before it’s too late. I fear many won’t be here<br />
in five years – not just in our industry but in<br />
retail in general – and the successful bricksand-mortar<br />
businesses will be those that<br />
can offer product and services that you can’t<br />
buy online.<br />
I’ve seen many changes since I joined retail<br />
and the speed of these changes makes<br />
planning very difficult. We have come away<br />
from the conference with more confidence<br />
that we are on the right track and we will<br />
be making many changes to our business.<br />
Obviously getting rid of under-performing<br />
brands is the first thing then concentrating<br />
on what is working to ensure we are making<br />
a profit and expanding is the next. We’re<br />
going to focus on branding ourselves and<br />
explaining our point of difference instead of<br />
marketing poor-performing brands.<br />
Our industry is a pale shadow of what it was<br />
but we should not dwell. We must look to<br />
the future and assess how to be relevant and<br />
competitive in the market we have.<br />
Brands in our industry have come on thick<br />
and fast and retailers who have scrambled<br />
to grab these brands are disappointed with<br />
how suppliers are treating them. My opinion<br />
is that many of the promises suppliers<br />
make do not match the reality that retailers<br />
are experiencing.<br />
We never really rushed into this style of<br />
retail and we’re glad we didn’t as the brands<br />
we chose have all failed. Many retailers are<br />
considering ditching brands altogether,<br />
including watches for the same reason.<br />
Margins are low and most of us have boxes<br />
of stock we can’t sell.<br />
One of our challenges is finding<br />
suitable jewellers; it’s very difficult and<br />
apprenticeships are very expensive these<br />
days. There’s also been a reduction in schools<br />
offering the trade. This is a major problem<br />
as we can’t grow our business in the area<br />
receiving all the attention. Consequently,<br />
we are looking at other ways to produce<br />
the goods. CAD/CAM is readily available<br />
through most casting houses and it’s an<br />
excellent avenue for retailers that do not have<br />
a jeweller on the premises. These businesses<br />
usually have finishing services too so there’s<br />
not even a need for a workshop on site.<br />
OUR INDUSTRY IS<br />
A PALE SHADOW<br />
OF WHAT IT WAS<br />
BUT WE SHOULD<br />
NOT DWELL. WE<br />
MUST LOOK TO<br />
THE FUTURE AND<br />
ASSESS HOW TO<br />
BE RELEVANT AND<br />
COMPETITIVE<br />
IN THE MARKET<br />
WE HAVE<br />
On that note, if any bench jewellers want<br />
to move to Tassie please get in touch. I’ll<br />
be looking for a new apprentice too so if<br />
someone is dedicated and wants to get into<br />
the trade then you know where to find us.<br />
We just can’t keep up with all the work!<br />
Bespoke manufacturing is the way of the<br />
future not the past. i<br />
Name: Tim Haab<br />
Business: Haab Designer <strong>Jeweller</strong>s<br />
Position: co-owner<br />
Location: Launceston, Tasmania<br />
Years in the industry: 33<br />
58 <strong>Jeweller</strong> <strong>August</strong> <strong>2017</strong>
See you at the International<br />
<strong>Jeweller</strong>y Fair in Sydney<br />
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