Jeweller - November Issue 2017

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY
NOVEMBER 2017
Whitewash
INNOVATION KEEPS WHITE
METALS SHINING BRIGHT
Jolly season
+ +
FESTIVE-FRIENDLY STRATEGIES
FOR A SUCCESSFUL CHRISTMAS
Ugly truth
THE GOOD, THE BAD AND THE
UGLY OF COST CUTTING

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INNOVATION KEEPS WHITE
METALS SHINING BRIGHT
VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY
FESTIVE-FRIENDLY STRATEGIES
FOR A SUCCESSFUL CHRISTMAS
NOVEMBER 2017
THE GOOD, THE BAD AND THE
UGLY OF COST CUTTING
CONTENTS
NOVEMBER 2017
16/
21/
25/
FEATURES REGULARS BUSINESS
16/ WHITE DELIGHT
White metals continue to gleam with
alloy innovation and new design.
21/ WITH THIS RING
Insight on the trends dominating
the engagement ring market.
25/ ’TIS THE SEASON
Retail strategies to stay ahead this
festive season.
9/ Editorial
10/ Upfront
11/ News
14/ New Products
41/ Gems
Colour investigation: Labradorite
42/ 10 Years Ago
43/ Events
44/ My Bench
46/ Soapbox
Let’s champion rising stars,
Brigitte Collins states.
35/ Business feature
Elizabeth Boyd explains how to
uphold multi-channel demands.
37/ Selling
Build sales with ‘clienteling’,
David Brown reports.
38/ Management
Barbara Crowhurst offers
performance review tips.
39/ Marketing
Beware of cutting costs,
Ian Altman warns.
40/ Logged On
Alfred Lua lists more social
media mistakes to avoid.
Whitewash
Jolly season
+ +
Ugly truth
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November 2017 Jeweller 5

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EDITORIAL
THE JAA NEEDS A BREXIT
It’s time for the Australian jewellery industry to
bring about its own Brexit. With the upcoming
AGM scheduled for November 15, I believe
current Jewellers Association of Australia (JAA)
president Selwyn Brandt must leave (exit) the
board. I can’t remember a greater period of
upheaval than the past 18 months.
The doomed decision to launch a trade show
competing directly with the International
Jewellery Fair not only split the industry
but also resulted in great change at the
association – JAA executive director Amanda
Hunter quit on the same day the association
cancelled its event and three of six JAA board
members have since resigned.
Before she went, Hunter divulged that the
JAA was facing a “large loss” that would “eat
into retained earnings”. No doubt a large fall
in membership and the expenses lost in the
trade show venture – including legal fees –
have contributed to the JAA’s financial state.
Questions are now being asked about its
solvency. Discussion at the Sydney fair
focused on the failed trade-fair venture and
the JAA’s current financial state and there
appear to be three schools of thought
emanating from the industry:
1. The JAA should be kept alive and nurtured
back to representing a unified industry
2. The JAA should be left to wither away
given its disastrous decisions
3. The JAA brand is irreparably damaged
and a new association should be created
in its place.
The time has come to remedy this situation.
Almost six months have passed since Hunter
resigned and there is still no news of when
or if she will be replaced. If JAA membership
numbers continue to fall and given the board
can no longer rely on the lucrative, 25-year
sponsorship deal it held with Expertise Events,
then its future doesn’t look bright.
I am hoping the JAA can be kept alive and
nurtured back to health; however, many
believe that only an entirely new board –
one with fresh ideas and one not tainted
by the disastrous decisions of the past –
stands any chance of achieving this.
Industry harmony won’t be possible until
Nationwide Jewellers rejoins the JAA and
this won’t happen until an apology is made
to former board member and current
Nationwide managing director Colin
Pocklington. How can the JAA claim to be
the peak industry body if it is at war with
the largest retail membership group!
Only a completely new board can hope to
achieve a resolution with Nationwide and
other high-profile retailers and suppliers who
have already quit the association. Only a new
board can deliver full transparency about
the losses incurred on the failed trade show
venture, which presumably include large
and unbudgeted expenses such as nonrefundable
venue deposits.
At the root of the JAA’s financial issues
is the fall-out with Expertise Events over
I AM HOPING
THE JAA CAN
BE KEPT ALIVE
AND NURTURED
BACK TO HEALTH;
HOWEVER,
MANY BELIEVE
THAT ONLY AN
ENTIRELY NEW
BOARD STANDS
ANY CHANCE OF
ACHIEVING THIS
sponsorship income – the JAA chose to walk
away from a minimum royalty of $100,000
per year to start its own show. Again, any
costs incurred in the resulting legal actions
between the JAA and Expertise Events must
be detailed to members also.
The JAA’s next financial report should address
not only the losses incurred up to June 30
this year but also an estimate of unbudgeted
expenses (losses) that will be incurred in the
current financial year. Such a report should
also include any payout to its former executive
director. The JAA will need to release its 16/17
financial report in time for the AGM and one
hopes that it doesn’t raise more questions
than it answers. The JAA cannot afford for
membership to decline further because of
a lack of transparency and accountability;
current and former members deserve to know
the cost of the ill-fated trade show venture.
The industry must see substantive change
at board level if the JAA is to have a future.
Therefore, it’s my opinion that all board
members, including those new board
members who recently filled vacated
positions and who played no part in the
division and turmoil of the past 18 months,
should step aside in the best interests of
the Australian jewellery industry.
If they don’t, it could have far greater
ramifications than they imagine.
Coleby Nicholson
Managing Editor
November 2017 Jeweller 9

UPFRONT
“Big, bold and
colourful statement
pieces that are
imaginative and
wearable works of
art, mainly seen
in the jewellery
houses of Europe.”
What trend excites you the most right now?
BEN TRACY, FINELINES
JEWELLERS
“Midi rings – I’ve
been rocking this
style for years and
have created a
collection for ladies
to have their own.”
CASSANDRA MAMONE,
CASSANDRA MAMONE
FINE JEWELLERY
“Soft pastel coloured
gemstones and
using non-traditional
materials paired with
precious metals.”
GUY ABRAHAMSSON,
JEWELLERS
WORKSHOP GALLERY
VOICE OF THE AUSTRALIAN
JEWELLERY INDUSTRY
jewellermagazine.com
Managing Editor
Coleby Nicholson
Editor
Emily Mobbs
emily.mobbs@jewellermagazine.com
Journalist
Talia Paz
talia.paz@gunnamattamedia.com
Advertising Manager
Gary Collins
gary.collins@jewellermagazine.com
Digital Manager
Angela Han
angela.han@gunnamattamedia.com
BULLETIN BOARD
n DOUBLE UP
Citrine and topaz are the official
birthstones of November. According
to the International Colored Gemstone
Association, both gemstones are
popular choices due to their warm,
earthy tones; citrine’s warm neutral
shades look great with rose gold, while
topaz has boundless colour options –
perfect for the budding individual.
n THE ENABLER
Nagging staff to complete a task? Give
them a figurative step-by-step map and
show them how, when and why to get it
done. In 1965, Yale psychologist Howard
Leventhal looked into the ‘remarkable’
power of step-by-step plans. “Opt for
enabling over fear,” is said to be key.
n COLOUR ME HAPPY
For the first time, colour authority
Pantone has unveiled 12 colours
expected to influence jewellery and
fashion trends in the upcoming season.
This is two more than the traditional 10
and is a decision made in response to
the consumer’s need for self-expression.
The fun and playful palette includes
colours such as Little Boy Blue, Ultra
Violet and Lime Punch.
DIGITAL
BRAINWAVE
SPEARHEADING DIAMONDS
Relax, Millennials won’t be the death of diamonds.
That’s according to the Diamond Producers
Association (DPA), which has released a global
marketing campaign aimed at those under the age
of 40 who have essentially never been exposed to big diamond marketing strategies.
One of its goals is to show that diamonds can be an everyday staple, using Instagram
to post ‘in the wild’ shots of diamonds, including hands adorned with diamond rings
clutching passports or diamond rings gracing tattooed hands. Retailers can follow
DPA on Instagram for inspiration or ‘regram’ posts to get in on the action.
TOP PRODUCT
Stones & Silver makes a layered statement with a
collection of necklaces designed to be mixed and
matched. The offering ranges from 35 cm chokers to
100 cm chains, as well as 45–70 cm necklets, lariats
and fobs. This was the most popular product last
month ranked by views at jewellermagazine.com.
Production Manager
& Graphic Design
Jo De Bono
art@gunnamattamedia.com
Accounts
accounts@gunnamattamedia.com
Subscriptions
info@jewellermagazine.com
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Gunnamatta Media Pty Ltd strives to
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Advertising: The publisher reserves
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Australian law and the advertiser
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the published material.
10 Jeweller November 2017

NEWS
Breakthrough in Melbourne robberies
The Melbourne jewellery industry has again
been thrust into the spotlight with news that
three men have been arrested and charged in
relation to the receiving and selling of stolen
jewellery believed to be linked to a string of
armed robberies in the past year.
Diamond and gold dealer Alejandro
Mendieta Blanco, along with Julio Mendieta
Blanco and Chey Tenenboim, were charged
with handling stolen goods, recklessly
possessing stolen goods and knowingly
possessing stolen goods.
The charges follow warrants executed by
Victoria Police’s Gangs Crime Squad, which
launched an investigation into the selling and
receiving of stolen jewellery after the series
of brazen armed robberies that have taken
place across Melbourne.
Comments by Victoria Police acting
commander Peter De Santo highlighted that
the latest arrests signified not only the police’s
commitment to curbing the crimes but also
the large number of parties involved.
“It’s not only about identifying and targeting
offenders involved in violent incidents at
jewellery stores, it’s also about investigating
what happens after those offences occur,”
De Santo was quoted as stating in multiple
media reports.
All three men appeared at court in October;
they were granted bail and were scheduled
to re-appear at court in January 2018.
According to Fairfax Media, Mendieta Blanco
is also the subject of a major investigation
by the Australian Taxation Office (ATO) for
his alleged participation in the goods and
services tax (GST) fraud scheme involving the
gold bullion and precious metals industries.
Crime syndicate targets jewellery
In other crime-related news, NSW police
have arrested and charged six men in relation
to an alleged international crime syndicate
involving Sydney jewellery ‘dealers’ and the
International Jewellery Fair (IJF).
According to a NSW Police Force statement,
the arrests came after detectives from NSW
State Crime Command’s Property Crime
Squad established a division called Strike
Force Brilliant.
The aim of the division was to investigate
a number of thefts and break and enter
offences, mainly targeting jewellery
‘dealers’ and members of the public making
withdrawals at financial institutions across
Sydney in August and September this year.
It is believed that one incident took place
during the IJF in August and involved the
attempted theft of Thomas Sabo jewellery
valued at $10,000.
All six men appeared at court in October and
were refused bail. They were scheduled to
appear again at court on November 13.
The NSW police statement added that
investigations were ongoing.
Alex and Ani exit
Karin Adcock has confirmed that her
business, House of Brands (HOB),
will cease the local distribution of US
jewellery range Alex and Ani.
In an email sent to Australian and
New Zealand stockists, Adcock
advised retailers carrying the brand
that it would be serviced by HOB until
January 15, 2018.
The Alex and Ani ‘concept’ store located
at Westfield Fountain Gate shopping
centre in Melbourne, as well as the eight
‘studios’ – or kiosks – across NSW, Victoria,
Western Australia and South Australia
have consequently closed.
“As you are all aware, the current retail
environment is very challenging and
many businesses have certainly felt
the effects. As a result, we have had to
restructure the House of Brands business
and have shut down the Alex and Ani
retail stores,” the email read.
Adcock added that the US company
was currently assessing how it would
manage the Australian and New Zealand
market in the future.
November 2017 Jeweller 11

NEWS
IN BRIEF
*
DIAMOND SWAP
A 5-carat diamond valued at approximately
$300,000 was stolen from a Cerrone
store in Sydney’s CBD after it was
reportedly switched for a ‘fake’ stone.
The robbery involved a man who allegedly
swapped the loose diamond for a stone
of lesser value before leaving on foot
with the diamond.
*
BODY LANGUAGE
John Russo, the former international
sales director and global trainer of
Hearts on Fire, has been announced as
Nationwide Jewellers’ keynote speaker
for its 2018 annual conference. Russo will
discuss how jewellery retailers can improve
sales through body language
and psychology with his presentation
‘Secrets of Body Language’.
*
RECORD SALE
Jewellery retailer Graff Diamonds has
acquired the world’s largest rough
diamond for US$53 million (AU$67.4 m).
The 1,109-carat Lesedi La Rona is described
as the largest gem-quality rough diamond
in existence. The stone failed to sell at a
Sotheby’s auction last year.
*
GARAGE BROOCH SELLS
A diamond, emerald and ruby brooch
that was purchased at a garage sale in the
US for $US8 (AU$10) sold for US$26,000
(AU$33,110) at a Bonhams New York
Fine Jewellery auction. The brooch,
which originated circa 1900, was bought
at the garage sale by an anonymous
woman as a ‘gift’.
*
SYNTHETIC DEVICE
De Beers Group’s International Institute
of Diamond Grading and Research
(IIDGR) recently introduced Synthdetect
for retailers. The ‘industry first’ synthetic
detection device uses the IIDGR’s
patented luminescence technology to
simultaneously screen diamonds in a
range of jewellery pieces without the use
of a probe. It is said to employ the ‘unique’
approach of detecting natural stones rather
than synthetics.
+ MORE BREAKING NEWS
JEWELLERMAGAZINE.COM
Retailer closes high-profile store
Jewellery retail chain Thomas Jewellers has
announced the closure of its store located
at the Royal Arcade building in Melbourne’s
Bourke Street Mall.
According to a company statement, the
decision to cease operations at the retailer’s
only metropolitan location, which has been
trading for 30 years, is part of a business
overhaul and renewed focus on regional
stores. “With regional Australia the core of
their brand DNA, the move to refocus on their
country stores coincides with an upcoming
rebrand rollout, including fresh store designs,”
the statement read.
Thomas Jewellers reportedly holds a 30 per
cent stake in the Royal Arcade building and
the statement confirmed that a new tenant
for the “prime position” retail space would be
unveiled in 2018.
The news came hot on the heels of an
announcement that Pandora had secured a
lease deal for a six-level building in the Bourke
Street Mall. Annual rent is believed
to be about $1 million.
Les Georgettes commits to market
A recent visit by its vice president and the
establishment of a wholly-owned subsidiary
indicates that French jewellery company
Les Georgettes is committed to making
an impact in the Australian and New
Zealand markets.
Les Georgettes is part of the Renaissance
Luxury Group and its vice president Frederic
Brunel-Acquaviva visited Sydney in early
October with the aim of strengthening
business operations. It follows the
establishment of a company-owned
Australian subsidiary business, Renaissance
Luxury Australia, in June.
Brunel-Acquaviva explained there were
several reasons for his visit, including the
review of the subsidiary’s operations as
well as the sales and marketing strategy. He
acknowledged the local market was “suffering
a bit” by the economic situation and retail
challenges but added he was confident there
was a gap in the market for Les Georgettes,
which specialises in jewellery consisting of
interchangeable colourful band insets.
Jewellers fundraise for sales rep
House of Harvey jewellery store owners
Alannah and Bob Harvey have raised
$3,775 for the Australian Cancer Research
Foundation (ACRF) after completing the
Sydney Running Festival in tribute of a sales
representative who passed away earlier
this year. The two Queensland jewellers’
fundraising efforts were in honour of
Mike Griese, a sales rep for Ikecho Pearls,
Jewellery Centre, Imajpack and AM Imports
who lost his battle with cancer in March.
Alannah stated that the Sydney Running
Festival was an ideal way to generate industry
support for the retailer’s charity efforts and
increase customer relationships, as it was a
high-profile event with many spectators and
national media coverage.
She added the store’s ACRF fundraising
initiatives would continue through to
Christmas, noting several suppliers including
the Jewellery Centre and Adina Watches had
supported the business’ efforts.
12 Jeweller November 2017

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Also retail staff access to the Samsung Plus Online Academy.
• Advertising Support includes availability of TVC in 15 and 30sec formats, and access to print
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NEW PRODUCTS
HERE, JEWELLER HAS COMPILED A SNAPSHOT OF THE LATEST PRODUCTS TO HIT THE MARKET.
PINK KIMBERLEY
The Kimberley Vivala ring is an art deco style
piece featuring five natural Argyle pink diamonds
surrounded by white diamonds. Crafted in 18-carat
rose and white gold, the piece is distributed by
Sams Group Australia. Visit: pinkkimberley.com.au
TW STEEL
Seven styles have been added to the TW Steel Maverick
collection. This watch, one of the latest additions,
comprises a chocolate brown leather strap with navy
sunray dial and rose gold accents. TW Steel is distributed
by Duraflex Group Australia. Visit: dgau.com.au
LOVE IN
A JEWEL
Love in a Jewel’s
collection of
pendants has a
special compartment
that can hold a tiny
note from a loved one. The
pendant is permanently sealed with
the memento. Pictured is the Circle of
Love pendant. Visit: loveinajewel.com
COUTURE
KINGDOM
Celebrate Snow White’s 80th anniversary with this
14-carat gold-plated charm bracelet. The piece is
from the Disney Princess collection.
Visit: couturekingdom.com
IKECHO
PEARLS
Ikecho introduces its sterling
silver and freshwater pearl
hook earrings. The white round
pearls measure 7-8 mm in size.
Visit: ikecho.com.au
CLUSE
The Idylle open circle marble hexagon
bracelet is from the new Cluse jewellery
range, distributed by Heart & Grace.
The bracelets have been designed to
complement Cluse watches, using the
brand’s ‘signature’ metals and raw marble
accents. Visit: heartandgrace.com.au
SWISS ALPINE
MILITARY
This Swiss Alpine Military
by Grovana men’s watch
has a stainless steel
case, 100 m water
resistance and a
sapphire crystal glass.
The Swiss watch
brand is distributed by
Stella Timepieces. Visit:
stellatimepieces.com
14 Jeweller November 2017

NEW PRODUCTS
LOST RIVER
DIAMONDS
The supplier introduces a range of champagne
diamond jewellery set in white and rose gold as
well as coordinating stacking bands. Pictured is the
Marquise Halo design with two matching bands.
Visit: lostriverdiamonds.com
LES GEORGETTES
These rings with interchangeable coloured bands are inspired by the French
brand’s best-selling bracelet designs. The offering is available in a range of styles,
sizes and finishes. Visit: www.lesgeorgettes.com/au
+ MORE NEW PRODUCTS
JEWELLERMAGAZINE.COM
PASTICHE
Inspired by the fierce and
untamed wilderness, the
Wild Collection echoes
the patterns found in
nature. The Into the Forest
cuff and Whimsy River
ring are made from IPplated
stainless steel.
Visit: pastiche.com.au
LOVE
LOCKETS
Love Lockets presents its
wristlet filled with charms.
The bracelet is rose gold-plated
stainless steel, with charms
being from the Love and Family
and Swarovski collections. Visit: lovelockets.com.au
FABULEUX
VOUS
The Love Goes Round sterling
silver earrings embrace the
trend to mix and match, with
the consumer encouraged to
wear one design in one ear
and a different design in the
other ear. Earrings are also
available as a uniform pair.
Visit: fabuleuxvous.com
BUCKLEY LONDON
BERING
Bering expands its blue mesh
collection with this women’s
watch that features a
blue mother of pearl dial,
blue ceramic bezel and
narrow blue mesh strap.
The brand is distributed by
BYMR. Visit: beringtime.com
The Bayswater collection incorporates soft swirls of rose
gold-plated and rhodium-plated bands that come together
with subtle white crystal details. JLM International distributes
Buckley London. Visit: jlminternational.com.au
November 2017 Jeweller 15

WHITE METALS
White
metal urges
GLEAMING WHITE METALS
CONTINUE TO SHINE. EMILY
MOBBS DISCOVERS THE
TRUTH ABOUT DIFFERENT
ALLOY PROPERTIES AND NEW
TECHNICAL INNOVATIONS.
hite metals need little introduction – these cool,
luminous alloys have been hot property in the
bridal and fashion categories for years.
Yes, trends typically go out of style eventually but a
host of technical innovations and fresh designs are keeping this
bunch forging full steam ahead.
“We are noticing that all white metals are still on trend within our
extensive wedding ring range,” Twin Plaza Metals managing director
Victor Donovic says.
“The upper end of the market is where consumers seem to be
spending,” Donovic continues. “Leading the way are 18-carat
white gold and platinum but also on offer are 9-carat white
gold, palladium 500 and platinum 600, which enable great value
for money.”
Pallion CEO Andrew Cochineas is another supplier experiencing
strong demand for white metals this year.
“It is our highest selling colour above yellow and rose gold,”
Cochineas says, adding that a notable point is the fact that the
percentage of platinum sales has increased.
QUDO
“Although platinum has traditionally been more expensive than
gold, in the current economic market, platinum is trading lower
than fine gold,” he explains.
16 Jeweller November 2017

At the time of writing, Cochineas states that, “ABC Bullion is currently trading
platinum at $1,197.30 per ounce whereas gold is $1,636.67 per ounce – the
price drop has definitely contributed to the rise in platinum sales.”
Pallion is developing more platinum alloys as a result of this rise in popularity
and demand.
“We have done extensive research and introduced a new alloy, ‘platinum
ruthenium’, driven by our clients,” Cochineas says, adding, “Platinum has
traditionally been difficult to cast but with advances in technology, and specifically
investment material, we are producing a superior product and are able to cast
products that were not previously possible.”
Platinum has long been known as one of the ‘difficult’ members of the white
metals family. It is used in an almost pure form, about 95 per cent, and has
a much higher melting temperature than its white gold cousin, making it
a challenging material to work with.
Phillip Schmidt runs Platinumsmith, a Melbourne-based business specialising
in platinum jewellery – the metal represents about 80 per cent of sales.
He suggests that more jewellers have mastered the metal, regardless of its
difficult reputation.
“I notice most retailers with hand-making skills are doing well with platinum,”
Schmidt says. “I think every competent/experienced goldsmith is up to speed
with most aspects of platinum, and has been for the past five years at least.”
INDUSTRY CONFUSION
Platinum, of course, is only one chapter in the white metals narrative.
According to Peter W Beck founder Peter Beck, white gold is the most popular
metal across his wedding ring and precious metals departments.
Beck says that confusion in the market currently exists when comparing white
gold, platinum and palladium.
“White gold has some advantages over platinum as it is easy to repair and to
refurbish,” Beck explains. “One negative to white gold, that many consumers
are unaware of, is that it does require rhodium plating to maintain its white
appearance, which will dull from wear.
“Platinum is very good for fine filigree type work and stone setting due to its
very good wear resistance. Platinum does not require rhodium plating so in turn
does not need to be refurbished as often; however, platinum is somewhat more
expensive due to manufacturing costs and the cost of the raw material.”
Like Cochineas, Beck
highlights his business’
endeavours to keep up with
the latest technologies and
alloy developments.
“We are currently
PETER W BECK
researching a white gold
alloy that does not require
plating,” he says. “The challenge is to create a very white alloy that can still be
easily melted and fabricated and withstand daily wear.”
Beck confirms that the alloy will launch once the supplier is satisfied with its
durability and ability to be fabricated.
Further, he states that there is confusion amongst manufacturing jewellers about
which white alloy is best suited to their requirements.
“Peter W Beck acknowledges this need and has produced multiple white alloys
to accommodate demand, including setting alloys, general fabrication, palladiumrich
alloys and nickel-free alloys for the growing number of consumers with
nickel allergies.”
Donovic adds that overcoming confusion regarding white metal properties
involves a constant education process for retail staff and consumers.
“It is really important to understand the difference,” he says. ”Our best performing
customers are the ones that are prepared to have real live stock and variety of
white metals in their windows to be able to explain to consumers the difference.
The bigger the selection of live stock the more chance you have of making the
sale and up-selling your product.”
It is understandable that there are misconceptions given the large number of
metals and alloys available.
Cochineas is another who notes the confusion in the market when comparing
white gold, platinum and palladium: “We have found that customers don’t
understand the difference between platinum and white gold and there is also
confusion between the properties of 18-carat and 9-carat white gold – customers
tend to think that 9-carat gold is harder than 18-carat gold; however, the exact
opposite is true.”
SILVER TRUTHS
According to Indiri owner and designer Josh Smith, misunderstandings also exist
in the world of sterling silver.
DYRBERG/KERN INDIRI CUDWORTH ENTERPRISES PALLION
November 2017 Jeweller 17

WHITE METALS
FERVOR MONTREAL
“There seems to be a lot of confusion about the difference between 925 and
sterling silver, when in fact there is no difference,” Smith says.
“I always try to give a simple answer that sterling is any silver that is 92.5 per cent
pure silver or higher. I explain that sterling silver is way too soft to work with when
it is pure, so it is most frequently mixed with copper to give it strength; this is
a story I find myself saying over and over, particularly at trade fairs. I’m amazed
there is still a lot of confusion about what constitutes sterling silver and how it
relates to ‘925’.”
In a well-covered corner of the market, one way Smith is distinguishing his
product is with a unique alloy.
“We use our own proprietary alloy of sterling that gives our items the right mix of
strength, flexibility and tarnish resistance,” Smith explains.
“One of the biggest issues with sterling silver is tarnish. Being able to add tarnish
resistance helps a lot as it greatly reduces time spent polishing silver jewellery on
store shelves.”
Darren Roberts is director of men’s jewellery supplier Cudworth Enterprises.
He too believes there is confusion regarding the properties of sterling silver,
particularly amongst males.
When discussing new technological innovations and design methods employed
by Cudworth, Roberts points to gun metal and pearl rhodium plating.
“Gun metal is a dark grey colour and pearl is similar to brushed with a slight satin
finish,” he explains, adding that the plating gives the pieces a more modern and
masculine look while also preventing tarnishing or oxidising.
Jodie Tilia, director of Fervor Montreal local distributor JLM International, explains
that a recent addition to the Solitaire collection is a brushed finish designed to
highlight the sparkle of the Swarovski crystals used in the sterling silver pieces.
When asked about recent technological advancements, Tilia discusses the Crossfor
technology incorporated in the Canadian range’s Dancing Gems collection.
Using the technology, the crystals are set in a way in which they imitate the
movement of a swing.
Understanding the properties of sterling silver and being able to communicate
these to consumers is also important given the influx of plated base metal
jewellery, according to Smith.
“With so much plated base metal jewellery in the market, it raises the perceived
value of solid sterling items,” he explains, adding, “For those of us producing highquality,
solid sterling silver jewellery,
there is no point in competing on
TWIN PLAZA METALS
price; however, it is important to
educate stores and sales staff so
they can explain the differences
between solid and plated jewellery.”
#101
WHITE GOLD is an alloy of yellow gold and at least one other white
metal, such as palladium or silver. The colour of white gold can
vary, depending on the alloy formula used, and pieces are normally
plated with rhodium to enhance the white colour. Rhodium does
wear, meaning white gold should be re-plated about every 12-18
months, depending on the frequency of wear. It is available in a
variety of carats.
PLATINUM is used in jewellery in an almost pure form, about 95 per
cent. This rich purity makes the metal hypoallergenic, and its natural
white colour will not tarnish or lose its lustre. Platinum is long-wearing
and one of the strongest metals to manufacture.
PALLADIUM is part of the platinum group of metals but has a slightly
different shade of white than platinum and is less dense. It is resistant
to corrosion, won’t tarnish and doesn’t require rhodium plating.
PLATINUMSMITH
INDIRI
STERLING SILVER is a highly malleable metal, which lends itself to a
wide range of design options. It is also less expensive than other white
metals such as gold, platinum and palladium. It is, however, inclined to
tarnish and is much softer than other metals, meaning it is not ideal for
everyday use.
STAINLESS STEEL is resistant to corrosion and offers affordability and
low maintenance. The metal is quite rigid and inflexible and has long
been popular in the men’s market; however, a host of technological
advancements that allow for the incorporation of feminine elements
like gemstones and intricate designs has meant that the demand for
the metal among women is definitely increasing.
18 Jeweller November 2017

GERMANY
Timesupply
watches + jewellery
p +61 (0)8 8221 5580
sales@timesupply.com.au
timesupply.com.au
exclusive distributor AU & NZ

WHITE METALS
PETER W BECK
STEEL APPEAL
Stainless steel is also no stranger in the white metals family, having
established its own foothold in jewellery retail stores several years ago.
Like sterling silver, Roberts believes that confusion exists regarding the
properties of stainless steel.
What are the major misconceptions surrounding the metal?
“That stainless steel is more of an industrial metal for construction
rather than jewellery,” Roberts responds.
He adds that 316L is the only grade that should be used for jewellery,
explaining that 304 is a thinner grade that is cheaper and inferior in
quality compared to 316L.
Tilia, who also distributes Dyrberg/Kern jewellery, says stainless steel
has many selling points that retailers should be promoting during
sales conversations.
“Stainless steel is a very hard, strong and durable metal alloy with
a content of iron and chrome,” she states, adding, “Stainless steel
undergoes a number of processes, which make it practically scratch
free and resistible to corrosion and oxidation.”
Part of this process is a ‘top coat’, or ion plating, that prevents oxidation.
“Ion plating is one of the most advanced surface finishing processes
on the market – it is carried out in a vacuum environment and makes
the top plating more durable and resistant,” she says.
“The greatest advantage of the ion plating process is that the surface
created is both harder and chemically more stable than that produced
through traditional wet plating methods.”
While such factors are arguably selling points for stainless steel, Ken
Abbott, managing director of Qudo local distributor Timesupply,
believes its properties aren’t the only reasons consumers are drawn
to the metal.
“Stainless steel is a widely accepted metal for fashion jewellery but
it is of course the strength of the design element that will make it a
desirable purchase,” Abbott explains, adding, “The way the design looks
and appeals is more important to the consumer than the fact it is
made from stainless steel.”
Indeed, selecting a white metal is not a question of determining which
one is better than the other but rather which one suits a consumer’s
individual needs.
Each metal in this family brings different attributes and benefits and
it will be one white-hot summer once retailers master this. i

ENGAGEMENT SPOTLIGHT
Marriage
material
IN CELEBRATION OF
‘ENGAGEMENT SEASON’,
EMILY MOBBS SEEKS ADVICE ON
THE LATEST MARKET TRENDS
AND OPPORTUNITIES IN THE
ENGAGEMENT RING SECTOR.
ccording to marketing gurus, ‘engagement season’ is here!
Engagement season, a term coined in the US (naturally), refers to the period
spanning Thanksgiving in November through to Valentine’s Day in February
where there’s a spike in the number of marriage proposals.
True, Australians do not celebrate Thanksgiving and cynics might deem engagement
season a cheap marketing ploy but what’s the harm in embracing a phenomenon
that helps to boost engagement ring sales?
Reports suggest that the festive and New Year period is still a peak time worldwide
for people to get down on one knee – it is a sentimental occasion with a focus on
family after all. From a practical perspective, it also allows for sufficient time to plan a
wedding in either autumn or spring, which are traditionally popular wedding seasons.
In celebration of this exceptionally romantic period, Jeweller is shining a light on the
engagement ring sector. The following pages combine the opinions of those working
in the sphere with the aim of providing insight on the trends and influences currently
dominating the market.
INTRODUCING THE ENGAGEMENT RING PANEL
CHRIS WORTH
DARSHAN MEHTA
JUSTIN LINNEY
ROBIN SOBEL
Head of marketing and sales
Worth & Douglas
Director
DSM Pacific
Creative director
Linneys
Managing director
Protea Diamonds
November 2017 Jeweller 21

ENGAGEMENT SPOTLIGHT
Bling
What is your best-selling engagement ring and why?
WORTH & DOUGLAS
LINNEYS
Chris Worth: We still do very well with the halos and the
classic solitaire. White gold and platinum remain the most
commonly asked for metals in these styles.
We find if it’s not a classic design that consumers are after,
then it’s more their own bespoke design.
Darshan Mehta: Our Galaxy Collection consisting of
single halo and double halo diamond engagement rings
is our most successful and best-selling range.
The offering consists of nine shapes – round, cushion,
princess, emerald, pear, oval, trilliant, marquise and heart –
available with a 50 point, 70 point or 1-carat GIA-certified
centre diamond, along with a valuation certificate.
Right now, round, pearl and oval shapes are the most
in demand. Halo engagement rings have always been
popular and they will continue to be so because it gives
room to create a tailor-made solution as per the buyer’s
budget and choice.
Justin Linney: Our best-selling engagement ring is our
signature solitaire round brilliant cut design. This classic
style enhances the beauty of the round diamond for a
simple yet elegant and timeless look. It is a design that
we have refined over the years to ensure the proportions
are perfect. White gold is by far the most popular metal.
Robin Sobel: We have three best-selling rings. The first
is the illusion baguette ring with a halo design and
diamonds running down the band.
The second and third feature a double halo ring design
with a split band of diamonds – one has a princess cut
diamond and the other has a round brilliant cut diamond.
The most popular metal is 18-carat white gold.
The reason they are best sellers? Well, the emerald ring
is illusion set so it looks like a 1.50-carat stone but in fact
has a total weight of 0.50 carats. The other two rings are
also made to look larger because they have a double
halo of diamonds surrounding the centre stone.
Mounting pressures
What are the main issues currently impacting the engagement ring sector?
Chris Worth: I believe the top three issues that are impacting the industry right
now are online loose diamond sales, synthetic diamonds and shoppers wanting
more bespoke designs.
Robin Sobel: The internet – consumers are doing their homework but there is
so much information out in the market that they are getting very confused.
Consumers also believe everything they see on the internet, and that there are
plenty of bargains out there. I try to explain that if it’s too cheap there must be
something wrong with the stone.
We also try to explain that not every certificate is the same, and that stones vary
by up to two colours and two purities, depending on what certificate they get –
even GIA certificates are not as accurate as they were five years ago.
Darshan Mehta: Blind online buying of diamonds is the biggest issue that is
impacting the engagement ring sector – big time. There are increasingly more
cases of mismatch in quality of what is ordered and what is received when
diamonds are bought online. Buyers must see what they are buying, and this
awareness should be propagated.
Justin Linney: Firstly, people are purchasing engagement rings online without
being properly educated. At Linneys we encourage our clients to come into
the showroom to view our range of engagement rings and loose diamonds.
Our online showroom provides a convenient platform for customers to
purchase lower priced items, but for significant pieces, and engagement rings
in particular, we encourage our customers to view the collection instore for the
full buying experience so we can provide a higher level of service.
Secondly, customers are being misinformed through information made
available to them online. A lot of people browse the internet for information
on diamonds and engagement rings and often this information is not coming
from a reliable source. It’s good that customers are researching before buying
but sometimes this means they have already made their mind up about the
most suitable cut, colour, clarity and carat weight for them before they have
even looked at a diamond in real life.
Managing customer expectations regarding the size of the diamond is another
issue. As previously mentioned, unfortunately customers often have unrealistic
expectations on what they want as an engagement ring. I think this is largely
because they are being flooded with images and videos online, particularly
on social media, of extremely high value engagement rings. This is impacting
the engagement ring sector as people are comparing
themselves to what they constantly see online
and the budget for the ring often doesn’t
permit the use of a large diamond
similar to what’s seen and expected.
Regardless of the design, there
is just no way you can make a
1.00-carat diamond ring look like a
5.00-carat diamond ring!
PROTEA DIAMONDS
22 Jeweller November 2017

The cost of love
Do your sales suggest that the end-consumer
is spending more/less/the same on
engagement rings this year?
Robin Sobel: Clients are definitely spending more on engagement
rings; however, they are much better informed on quality and
pricing so margins are being squeezed. This is why we do a lot
of illusion set jewellery; we also hand select diamonds all with
GIA certificates.
Chris Worth: Spending more.
Darshan Mehta: Yes, I suggest consumer
spending on engagement rings has
increased compared to the previous year.
Justin Linney: We have noticed people
spending more on engagement rings
this year. Most people are spending 20 per
cent more on rings while others are close to
30 per cent. We believe that there are many things
that have influenced this change, one influence
being social media. The engagement market is
highly influenced by social media and consumers are
constantly exposed to larger diamond rings.
DSM PACIFIC
tellers
What engagement ring designs
do you predict will be popular
over the next year?
Award Winning
UK Fashion Jewellery
www.buckleylondon.com
DSM PACIFIC
Chris Worth: Halos, solitaires, rose gold, morganite
and aquamarine.
Robin Sobel: We custom make a lot of jewellery
so we are finding fancy shapes are very popular
and rings with halos and diamonds down the
band. Rose gold is also getting very popular with
the eternity bands.
Darshan Mehta: Oval and pear shaped halo rings.
Justin Linney: I think the trend towards fancy
shapes will continue but round brilliant cuts
will always dominate engagement ring designs.
Ovals and pears will remain strong as people
start to consider styles that don’t feature a halo of
diamonds around the central stone and we might
see a push towards three stone rings and more
classic designs.
Exclusive Distributor
Australia, New Zealand & Fiji
info@jlminternational.com.au
AU: +61 9247 8249

WORTH & DOUGLAS
Point of
difference
What is unique about your
engagement ring offering?
Chris Worth: Our rings are made in New Zealand,
we offer solid quality shanks, CAD and alterations,
matching wedding bands and quick delivery, to name
a few.
Robin Sobel: The services we provide. We resize rings
on order and offer a five-year guarantee provided
a jeweller does not tamper with the product. We
also replace any lost small stones provided it is the
manufacturer’s fault.
Darshan Mehta: The Galaxy Collection is inspired
by the dazzling stars of the galaxy and offers a wide
variety of diamond shapes, which allows retailers to
personalise the range as per their potential customer’s
choice. Our range is a fully-finished product, meaning
retailers save a lot of time. The consistent pricing and
supply is the game winner. It’s a ‘ready-to-go’ solution
for retailers. They can choose to carry all shapes or a
smaller selection.
Justin Linney: At Linneys, we have our designers,
workshop, showroom and administration all on site at
our Subiaco headquarters in Perth, Western Australia.
When it comes to engagement rings, this is ideal
because it allows us to sit down with customers and
discuss their ideas to create a unique and personalised
piece of jewellery with a fast turn-around time for
urgent jobs. We can also monitor the quality to a high
degree as all of our team is on site. i
PROTEA DIAMONDS

CHRISTMAS TIPS
Dreaming of a
prosperous
Christmas
THE COUNTDOWN TO CHRISTMAS
HAS BEGUN. AS TALIA PAZ REPORTS,
THERE ARE PLENTY OF FESTIVE-
FRIENDLY RETAIL STRATEGIES THAT
CAN BE IMPLEMENTED TO ENSURE
THIS YEAR IS ONE OF THE MOST
SUCCESSFUL, AND MERRY, YET.
he lead up to December 25 is a busy period filled with sales
opportunities; however, additional foot traffic and a mighty
turnover in stock can also equal stress galore.
Preparing early is key so with that in mind, here are four focus
areas to help ensure stores are in a strong position this festive season.
The countdown to Christmas is officially under way.
THE DREAM TEAM
Consider this – teamwork makes the dream work. A successful store is
only as strong as its staff, and how jewellery storeowners manage their
business this festive season will ultimately make or break sales.
According to financial services and mobile payment company Square,
there is no underestimating the value of reviewing last year’s sales from
the weeks heading into Christmas to identify what days are likely to be
busy before rostering staff accordingly.
The company’s website advises business owners to ensure team members
submit their Christmas availability well in advance and have a shortlist of
backup employees on hand should unforseen emergencies crop up.
Promoting discussion amongst team members about how to combat
workplace stress during the pre-Christmas rush is another worthy
action step.
A report by non-profit organisation Helpguideorg International – which
publishes reports on mental health topics – emphasises the importance
November 2017 Jeweller 25

CHRISTMAS TIPS
of communicating with employees one-on-one.
Advice to business owners about tackling staff workplace stress states: “Talk to
them about the specific factors that make their jobs stressful [and] give workers
opportunities to participate in decisions that affect their jobs. Show that individual
workers are valued and appreciated and that job stress is taken seriously.”
Further, a report by Frontline Recruitment Group outlines that retailers need to
schedule regular staff meetings that clearly state what the demands of each
employee are and what guidelines are to be followed during the busy period.
Preventing product loss is also an area retailers will need to discuss with staff
sooner rather than later. As well as having an effective inventory management
system and up-to-date security measures, Wes Wernette, a business-to-business
marketing consultant, recommends ensuring staff are trained in loss-prevention
techniques so everyone knows how to identify theft – and what to do if it occurs.
Harvey Norman loss prevention manager Michael Neary offers similar advice in a
training manual for Retail Excellence Ireland.
“Have strict policies on refunding, staff purchases, stock movement, cash handling
and all areas where theft can occur,” Neary advises, adding that establishing a
duress code word so staff can summon assistance from other staff members can
also be of help.
FILL UP THE STOCK(INGS)
Successful jewellers will know that smart stock management in the lead-up to
Christmas is crucial. Retail Edge Consultants co-founder and business mentor
David Brown suggests retailers begin by reviewing what worked and didn’t work
for the festive period last year. What were the best-performing categories? Were
there any customer requests that were not satisfied? After key issues have been
addressed, it’s time to stock up.
“Above all else – re-order fast sellers,” Brown says. “The secret to more sales is
having more of the right product. The right product is the one that your customers
are telling you they like – and it’s their wallets that are doing the talking.”
Brown adds that not only should jewellers be immediately re-ordering items that
are quickly selling but they should keep re-ordering these until customers stop
buying them. “Make sure everybody knows how critical these key pieces are and
give them the VIP treatment. Don’t leave them in the economy queue when they
deserve business class check-in!”
Francesca Nicasio, a Jeweller contributor and retail and content strategist for retail
management software business Vend, advises not to forget to stock up on holiday
merchandise and associated provisions well in advance – think receipt paper, gift
boxes, pens, tags and cleaning supplies.
Nicasio points to return policies too: “Be clear about how you’ll process returns.
Will you issue cash refunds or store credit? Will you allow shoppers to return
items without a receipt? These are just some of the matters
you’ll need to address. There is no one-size-fits-all policy
for returns and exchanges, so craft your rules
based on what makes the most sense for your
business. Whatever you decide, though,
communicate it clearly
with your staff.”
US jewellery
industry
magazine Instore
suggests a novel idea – implementing a “distinctive” return policy, such as offering
customers 110 per cent back on items – as long as the customer accepts a store
credit rather than a cash or credit refund. Keep it strictly limited to items purchased
over the festive period, it adds.
DIGITAL INNOVATION
Secret Santa buyers, last minute shoppers, early-bird consumers and generous
high-value gift-givers; retailers should be targeting all of these customers both
offline and online.
It might seem obvious but retailers would do well to remember to update
websites and social media accounts with any special Christmas trading hours.
A good suggestion is for retailers to not only give their websites a festive makeover
by incorporating Christmas motifs, such as stars and wrapped gits onto the
homepage and business logo, but also take it a step further by adding a Christmas
Day countdown to the site – it can generate excitement and send a subtle
reminder to customers that time is running out.
A similar theme can carry through to social media channels.
There is no shortage of Christmas social media campaign ideas online; however,
why not start by conducting a ‘12 days of Christmas’ promotion? Businesses can
schedule a themed post for each of the 12 days leading up to Christmas Day – it
might be an announcement that the store is providing a free gift-wrapping service
on December 18 and a complimentary ring clean on December 20.
Mary Stribley writes on graphic-design tool website Canva that utilising snapshots
from customers is another easy and engaging promotion. Stribley provides
Starbucks as an example of a business that gets “heavily into the holiday season”
by posting Christmas-themed – and Starbucks-themed – images, both crowdsourced
and from its own content, on platforms like Instagram.
Marketing magazine’s blog has this advice for jewellers wishing to spread their
social media efforts across more than one platform: “Different methods work
better on different platforms. Instagram favours a hashtag-heavy approach –
#ChristmasDeals #XmasOffers #SpecialHolidays – which also works on Twitter
but doesn’t have the same impact on Facebook. Tailor your content to suit each
platform and spread goodwill widely.”
Remember that special offers, sales and promotions need to be shared across all
marketing channels including in-store, social media and websites.
Don’t forget the store’s existing customers – email marketing is ideal for them.
Rebecca Hesilrige, content marketing manager for email and SMS marketing
provider Pure360, suggests that retailers make sure that even online offers can be
redeemed in-store to maximise redemption, and that the Christmas marketing
message is consistent wherever the consumer chooses to interact with the brand.
According to Michelle Anh Hoang, marketing executive for digital online
marketing business Beeketing, retailers also shouldn’t undervalue sending
personal e-greetings to loyal and valuable customers.
“During the holiday season, all people are in a joyful mood that they send
greetings to everyone they know and [as such] receiving season greetings don’t
seem like annoyances,” Anh Hoang states.
“The key is to be thankful for their continued patronage to your store. Within the
message, you can include the following – an introduction of your upcoming
holiday sale and a ‘save the date’ button, and an inclusion of their latest purchases
or past holiday purchases with corresponding product recommendations.”
26 Jeweller November 2017

CHRISTMAS TIPS
CHRISTMAS
Ensure all staff know exactly what promotions and
offers have been made via social media and email so
there are no mixed messages in store.
Retail Edge Consultants recommends ordering lunch for the
whole team on the busiest days – it will definitely boost morale.
Don’t underestimate the value of gift-wrapping.
According to a 2016 joint study by Koji, the ACRS research
unit and POPAI, consumers whose Christmas purchases
were gift-wrapped by retailers had an “excellent experience
and reason” for shopping.
Lobe layering, statement earrings and mixed metals are just some
of the hottest fashion trends heating up this spring-summer. Head
to jewellermagazine.com to see what other styles will be influencing
consumer purchase decisions this Christmas.
Add some ‘Greenery’ to the store! Colour authority Pantone
has named Greenery as its 2017 colour of the year. The shade
can be used in many colour combinations, and let’s not forget
that it ties in with Christmas decorations perfectly.
VISUALISE, MATERIALISE
According to a 2016 joint study by Koji, the Australian Consumer, Retail and
Services (ACRS) research unit and POPAI, 73 per cent of consumers are doing their
Christmas shopping exclusively in bricks-and-mortar environments. This means
retailers really do need to ensure they are attracting shoppers with the right sights,
sounds and smells this festive season.
Vital information that should be on full display to customers include opening
hours – a blog post for visual display supplier UK POS recommends listing
hours from December 23 up until January 3 – and, if appropriate, final dates
for online orders.
Visual merchandiser Sarah Quinn tells Australian retail news website Retailbiz that
retailers should revise company values and their target market before devising
visual merchandising displays ahead of Christmas.
“Each week, schedule 15 minutes to experience your shop like your customers,”
Quinn explains. “Sit out the front of your shop and see what customers see. Enter
your shop and walk through it as a customer. You could also photograph your
store – the windows, displays, counter, aisles, fixtures, tables, walls – and make
note of what needs fixing. The small things can make a difference.”
Christmas is a time of excitement, nostalgia, family and most importantly, an
opportunity to stop and reflect; therefore, it is imperative retailers are forging
emotional connections with all who step foot in store.
According to ‘ambient scenting’ specialist Prolitec, Christmas carols are a mainstay
in retail because they invoke nostalgia. Yes, carols may get annoying but the
business suggests that the more nostalgia retailers can create the greater the
sales opportunities.
“Studies show that when people feel nostalgic, they’re more generous, less
concerned with keeping control of their money and willing to pay more for
products,” the article reads.
However, it states that retailers should not rely on music alone and should instead
combine the sounds of Christmas with the smells of Christmas.
“Often, patrons don’t even consciously perceive scents. Yet, smell can evoke
nostalgic feelings even more powerfully than other ambient elements,” it explains.
Nick Terket, a marketing executive and contributor to business website
Business2Community, also notes how retailers can leverage the smells that are
often associated with the season – fruit mince pies, anyone? – to their advantage.
“The sense of smell is so basic that we’re often not even aware of how scents
affect our memories and emotions,” Terket writes. “With that in mind, include
planning a scent marketing component along with sight and sound
in your Christmas marketing plan. You’ll be providing
something shoppers can’t get online: an
enjoyable, memorable experience
that touches the senses.”
Remember too that beautifully
packaged goods enhance the in-store
experience and business reputation. A
Shopify blog offers some tips to up the
gift-wrapping ante.
“Think about sweet and unexpected
bonuses like a small seashell, a small
tag with a special or inspirational quote
printed on it, or even a little jingle bell that
customers can tie onto their pets’ collars,” the blog
states. “The possibilities are endless, and the fact
that you’re giving shoppers a ‘bonus’ and going
above and beyond the normal wrapping humdrum
speaks volumes about how much you value
their business.”
Christmas is fast approaching, meaning it’s now time for
retailers to get down to business, review those creative ideas,
finalise procedures and let the countdown
to the jolly day begin. i
November 2017 Jeweller 27

INDIAN JEWELLERY FAIR
Australia on show at
Indian jewellery fair
WHILE THE INDIA INTERNATIONAL JEWELLERY
SHOW IN MUMBAI IS ONE OF THE INDUSTRY’S
LARGEST, FEW PEOPLE REALISE THE IMPORTANCE
OF AUSTRALIA TO THE INDIAN DIAMOND
MARKET. COLEBY NICHOLSON REPORTS.
he prestigious India International Jewellery Show (IIJS) is always a large
and busy event and this year’s 34th edition was no different. Organised
by the Gem and Jewellery Export Promotion Council (GJEPC) and running
in late July, the trade fair’s exhibitor numbers peaked at more than 2,200
and visitor numbers increased to more than 35,000 compared to the previous
year’s 33,500.
Visitors came from not only India but also from the Middle East, South East Asia,
the Far East and Australia.
Perhaps more than ever before, this year’s show demonstrated the connection
between the Indian and Australian diamond markets. On entering the major
exhibition halls one could not help but notice the large and prominent advertising
for Rio Tinto Australian diamonds.
In addition to having a prominent marketing message at the event, Rio Tinto’s vice
president of sales and marketing, Alan Chirgwin, took an active role in the official
inauguration of the show.
Noting that this year’s IIJS was the 34th edition, Chirgwin said, “This is a significant
number for Rio Tinto because it’s also 34 years since we began mining for alluvial
diamonds from our Argyle diamond mine.
“Thirty four years ago, very few people would have predicted that diamonds
from creek beds and streams in a remote part of Western Australia would lead
to a strategic partnership with India, creating new markets for fashion jewellery
in the world’s largest retail diamond jewellery market.”
Chirgwin went on to explain that as the Argyle mine virtually doubled world
diamond production overnight, the Indian diamond industry worked hand
in glove with Rio Tinto to truly understand the supply chain in order to create
demand for Argyle diamonds.
FUTURE GOALS
GJEPC chairman Praveenshankar Pandya also outlined the council’s vision to
boost gross export revenue of Indian gemstones and jewellery from its current
November 2017 Jeweller 29

INDIAN JEWELLERY FAIR
US$43 billion (AU$55 b) to US$60 billion (AU$76.7 b) by 2022.
“I am overwhelmed with the ever increasing response for IIJS and this kind of
participation has taken this show and the Indian gems and jewellery industry
to a different level altogether,” Pandya said.
“We are working towards the introduction of jewellery parks on the lines of IT
parks across India in the prominent gems and jewellery areas. We are looking for
a bigger venue to host the next IIJS to accommodate more jewellery enthusiasts
who wish to participate in IIJS.”
Saunak Parikh, convener of GJEPC’s national exhibitions sub-committee, said this
year’s IIJF was the “largest ever”.
“There were good sales reported from all segments, and while exhibitors in
the gold jewellery segment did extremely well, those in the diamond jewellery
segment were also extremely satisfied,” Parikh said, adding, “It is a reflection of
the current situation in India – the market is doing reasonably well.”
MAJOR INITIATIVES ANNOUNCED
The IIJS was also used as a platform for several other initiatives such as the
International Diamond Monitoring Committee.
Organised by GJEPC and the Bharat Diamond Bourse (BDB), the new committee
aims to increase consumer confidence in diamond jewellery and will reportedly
focus on making affordable detection machines available at every level of the
supply chain, as well as implementing standardised language on how to refer
to synthetics.
World Federation of Diamond Bourses (WFDB) president Ernie Blom explained
that he was one of several industry representatives who participated in committee
discussions during the trade show.
“All the major diamond industry bodies, including the WFDB and the Diamond
Producers Association, took part in exhaustive discussions on the subject,” Blom
said at the time.
“We stress that we do not have any objection to trading in synthetic stones, only
that they are fully disclosed so that consumer confidence in our product is not
damaged in any way,” he added.
CHARITY DINNER
GJEPC, in association with De Beers Group, hosted the second edition of the
Jewellers for Hope gala charity dinner on the first evening of the IIJS.
The event aims to contribute to the education and empowerment of young girls
and was said to be attended by celebrities as well as prominent members of the
gemstone and jewellery industry.
“The gem and jewellery industry has been involved in large-scale philanthropic
and charitable activities particularly in the field of education and health long
before CSR (corporate social responsibility) became mandatory,” Pandya said,
adding, “I am overwhelmed by the contribution by the industry donors and
convey gratitude to De Beers, whose support made this event successful.”
GJEPC also organised a special event one day prior to the show. Appropriately
titled ‘Prelude to IIJS 2017’, the inaugural B2B affair was described as a fashion
showcase of jewellery collections specifically created for the 34th edition of
the IIJS.
The 2017 IIJS took place in Mumbai from July 27 to July 31. i
Coleby Nicholson attended the IIJS courtesy of the fair organiser.
30 Jeweller November 2017

HONG KONG WATCH & CLOCK FAIR
HONG KONG
setting the watch scene
THE HONG KONG WATCH AND CLOCK FAIR PRESENTED
MINIMALIST STYLING AND AN IMPROVED GLOBAL OUTLOOK.
MARTIN FOSTER REVIEWS INDUSTRY TRENDS FROM THE EVENT.
he Hong Kong Watch and Clock Fair (HKW&CF) is the biggest showcase
of timepieces with more brands than any of the major watch and clock
trade fairs – yes, larger than Baselworld and the Geneva Salon – and it
comprehensively sets the pace for the global market in the lower to midrange
timepiece categories.
Opening on September 5, 2017 at the Hong Kong Convention and Exhibition
Centre, the 36th HKW&CF attracted almost 21,000 buyers – up 4 per cent from
the previous year – and included more than 820 exhibitors.
The five-day fair offered bling, dazzle and glitz aplenty, combined with variety
and a full range of timepieces spanning various price-points.
One highlight was the gathering of around 150 prestigious watch brands and
designer collections for the Salon de TE exhibition space.
Salon de TE featured five themed zones – World Brand Piazza, Chic & Trendy, Craft
Treasure, Renaissance Moment and Wearable Tech – and a huge assortment of
pricing, quality and fashion offerings could be found in these aptly named salons.
Jeweller’s 2016 HKW&CF report alluded to a feeling of nervousness deriving from
declining watch exports published by the Federation of the Swiss Watch Industry
FH; however, it can now be reported that relief is in the air, as these market waves
appear to have bottomed out.
Instabilities remain but with positive direction. Luxury group Richemont, for
example, reported that sales for the five months ended August 31, 2017 increased
12 per cent at constant exchange rates and 10 per cent at actual exchange rates.
“The strong performance in Asia Pacific was supported by double digit increases
in most markets, including China and Hong Kong,” a company statement read.
November 2017 Jeweller 31

HONG KONG WATCH & CLOCK FAIR
Swatch Group in its half-year report showed a sales rise of 2.9 per cent at constant
exchange rates in the watches and jewellery segment, excluding production.
“Positive outlook for the second half of 2017 with many new product launches,”
Swatch’s financial statement read. “Good development in production, which
will mainly profit from the growth of the own brands, not only in value but also
in volumes.”
These reports are important not just for the luxury segment because, although
the market has fractured into distinct price-point segments over the past 30 years,
the whole industry can be affected by market circumstances – a rising tide will lift
all the boats but the reverse was very much the case just one year ago.
SHOWSTOPPERS
A wide range of attention-getters assailed visitors at the 2017 fair; however, two
were head and shoulders above the rest.
Stylistically this year there has been a seismic shift to minimalism, a theme that
was evident in almost every watchmaker’s product releases.
Readers may be aware of the fine German watchmaker Nomos Glashütte, which
has a trademark of special brand elegance based on minimalism. The aesthetic
spells truly elegant sophistication and it seems the rest of the world has now
caught on.
The other outstanding news from the exclusive coterie of World Brand Piazza
exhibitors was from Jacob & Co. This exclusive Swiss watchmaker exhibited
the diamond-set Billionaire watch that sells for an eye-watering US$20.4 million
(AU$25.7 m). Never mind the beautiful skeletonised tourbillon movement, the
Billionaire features 239 emerald-cut diamonds, including one single 3-carat
stone, with the total weight amounting to 260 carats – very deep velvet pockets
needed here.
Apple Watch is now only one example of the expansive and clever spectrum
of shrewd add-on providers defining the latest class of WTs.
WTs currently range from children’s toys through to a trackable children’s watch
and on to full health reporting and communication functions. Whilst most rely on
the smartphone for connectivity, the most recent iterations are even independent
of this platform.
The Wearable Tech space at Salon de TE presented a vast selection of branded
smartwatches with the latest technologies and functionalities.
Cupid Memory from Hong Kong brings its namesake collection, featuring a
patented strap that is installed with near-field communication (NFC) technology
as well as a QR code. Users can tap the watch with an NFC-enabled mobile phone
or scan the QR code with the phone to read messages previously stored in its
mobile application.
A combination of advances in artistic subtlety, quality of manufacture and
technological prowess was certainly noted at the 2017 Hong Kong fair, providing
an interesting outlook for the year ahead.
Next year’s HKW&CF will take place from September 4 to September 8. i
Martin Foster FBHI attended the event courtesy of the organiser, Hong Kong Trade
Development Council (HKTDC).
Each year, Chinese watch production also shows an increasing understanding of
how to be up there in the company of the best European luxury makers. What is
evident year by year is a huge advance of the quality and finish that is now part
of the established pattern of their high-end manufacture.
NEW WEARABLES
Wearable Tech (WT) is the new name embracing smartwatches, which have
evolved into something much broader than a timepiece with add-ons. Indeed
for most WTs today, showing the time is a very minor part of the functionality.
32 Jeweller November 2017

INTERNA TIONAL
JEWELLERY FAIR
WHY EXHIBIT?
97%
of attendees had authority to purchase
88%
will purchase from exhibitors after the Fair
80%
of visitors placed orders at the Fair
60%
of visitors discovered products they
were not aware of
60%
of attendees visit to find new suppliers
AUGUST – 25 > 27, 2018
INTERNATIONAL CONVENTION CENTRE SYDNEY
INTERESTED IN EXHIBITING?
CONTACT MARY-ANNE BROWN
T: 02 9452 7513
E: MARYANNE.BROWN@EXPERTISEEVENTS.COM.AU
Organised by

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Jeweller, John Miller Design - WA
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BUSINESS
TRADITIONAL RETAIL AND THE SAVVY CONSUMER
The need to continually improve the
customer experience raises challenges
a-plenty for retailers, and ELIZABETH
BOYD believes there has been a major
shift in customer behaviour.
There is no doubt that one of the fastest
changing components of the industry is
the customer piece – up until about five
years ago, retailers couldn’t stop talking
about customer service; four years ago,
they shifted to customer experience; now,
it’s all about ‘customer engagement’.
This is an expected component of the
interaction a customer has with a brand,
regardless of how or where the interaction
originated – retailers are seeing customers
in bricks-and-mortar stores use their
smartphones to check if they can get a
better price on an item elsewhere.
Retail businesses today need to have
a multi-channel presence and greater
customer expectations mean stores must
now possess the ability to appeal to a
customer’s want for instant gratification by
delivering a great, meaningful experience
that compels them to buy immediately.
MULTI-CHANNEL RETAILING DEFINED
In its most basic terms, multi-channel or
omni-channel retailing means connected
customers can shop for and purchase the
same items across many different channels.
Mobile devices allow them to shop online
for virtually anything virtually everywhere:
on the bus, on the street, in the parking lot,
at the kitchen table, in bed and even while
standing in the middle of the sales floor.
NOTHING SELLS LIKE SUCCESS
One critical piece of delivering results is
making certain that sales staff have as
much information about a store’s products
as does the customer, if not more. The
ability to answer questions, overcome
objections, and communicate the benefits
of products is key to capturing the
attention and trust of the customer.
According to a 2012 Motorola Retail Vision
Survey study, retailers expected more than
half of all customer transactions would
be completed using self-checkout on
mobile devices within five years. Further,
IT IS ESTIMATED
THAT CUSTOMERS
WHO RESPOND TO
‘BEING ENGAGED’
SPEND 30 PER
CENT MORE
MONEY ON
AVERAGE THAN
THOSE WHO
DO NOT
it predicted that more than half of retailers
planned to make use of psychographic
metrics using social-network data.
SURVIVAL OF THE FITTEST
According to Ruchika Kumar, founder of
internet insight company Boutiika Labs,
“The growth of online sales has threatened
the traditional bricks-and-mortar business
but it is possible to not just survive but
succeed. The biggest challenge is adapting
to being an omni-channel experience.
Bricks-and-mortar retailers have been
catapulted into a multi-channel shopping
cycle due to changing customer behaviours
and advanced technology.”
It is estimated that customers who respond
to ‘being engaged’ spend 30 per cent more
money on average than those who do not.
This means customer engagement is a
big deal, especially if customer loyalty is
important to the industry within which the
business operates and if business expansion
is a must – customer engagement
innovates, develops intimacy and also
generates growth.
November 2017 Jeweller 35

BUSINESS
A focus on customer engagement and
commitment can significantly decrease
in-store shopping-cart abandonment costs.
When retailers shortcut or ignore training
and development, they are making the
decision to erode the customer experience
in some way.
“This is the in-store equivalent to the
online phenomenon of shopping-cart
abandonment,” Barbara Farfan wrote on
TheBalance.com. “A study by Business Insider
estimated that $US4 trillion of merchandise
was left unpurchased by online shoppers in
2014. While there’s no easy way to quantify
the amount of sales that are lost when
frustrated customers change their minds
about making a purchase in physical stores,
when 75 per cent of internet shoppers
are willing to walk away from the items in
their online cart, they’re predisposed to
exhibiting shopping-cart abandonment
behaviours in physical stores as well.”
AMPING UP ENGAGEMENT
According to Creating a seamless retail
customer experience, a study by The
Economist’s Intelligence Unit, more than
half of consumers say their customer
experience has improved over the past
three years. This is great news because
retailers still have ample opportunity to
deliver great experiences that resonate
with customers and reflect brand promises.
Two-thirds of retailers still look at sales
volumes to measure performance rather
than longer-term indicators, such as length
of customer engagement.
To be ready to overcome the impact of
multi-channel retailing, retailers need to
understand and communicate the changes
and expectations these alternative business
platforms create for the customer’s
perception of their businesses and work
with staff members to support the instore
experience.
Bricks-and-mortar sales staff need to be
fully aware that they are working within
an environment that demands selling a
high-level of product knowledge and a
ruthless and passionate focus on customer
engagement and appreciation.
Customers make little distinction between
the various platforms on offer today
and judge companies on their overall
performance. Customers look at the
whole transaction – they want simplicity,
speed and accuracy across all channels
and they will walk away from companies
that fail to satisfy their non-negotiables.
Three-quarters of consumers say that they
will stop doing business with a company
following a bad experience.
In retail, business owners have a terrible
habit of establishing the criteria of hiring
‘warm bodies’ at the supervisor and sales
levels and then training them ‘on the job’
in a sink-or-swim environment.
Retailers aren’t making smart investments
into workplace induction and training,
especially where critical roles are
concerned. Too often staff with the greatest
amount of customer-facing time are
required to ‘wing it’. These are the obstacles
retailers are facing that need to change
quickly if they are to protect and support
their organisations.
Business executives say the biggest
obstacles to better customer service are
organisational, rather than technical.
They see silos within the business as the
biggest hurdle. Executive and seniorlevel
leadership is not keeping pace
with the organisation’s presence on
various platforms, which means critical
communication can be neglected to
support the customer’s expectations of
brand experience.
Retail leaders need to proactively seek out
the parallels and how they can support the
other platforms of the business that exist.
They must also create strategies with teams
to overcome the obstacles.
OBSTACLES TO OPPORTUNITY
According to a shopping report conducted
by SapientNitro and Gfk Roper, 51 per cent
of respondents admitted to showrooming.
Though a majority of retailers see
showrooming as an obstacle to business,
it presents a unique opportunity to
blend physical and digital marketing and
compelling service to amplify sales.
Showrooming and other emerging
consumer trends have placed new
operational and technological challenges
on retail brands and the trends are here
THE TRUE TEST
OF ANY LEADER’S
METTLE IS TO
EXTRACT ALL
OF THESE ‘GO-
TO’ EXCUSES
AND THEN
USE THEM AS
OPPORTUNITIES
TO ELEVATE THE
PERFORMANCE
OF THEIR TEAMS
to stay and will continue to evolve as more
customers embrace the multi-channel
existence of their favourite products
and brands.
Bricks-and-mortar retail can thrive by
offering an unequalled level of customer
experience and personalised engagement.
This is an area that has built the reputation
of many amazing retail brands, which are
still around and flourishing today.
Retailers can embrace the experience and
engagement approach to boost retention
and reduce customer churn – customer
churn is the proportion of customers who
leave the business during a given time,
normally the course of a year.
By truly shaping staff understanding
of the business through continuous
training, development and exceptional
communication, customers will buy into
the experience and leave stores feeling
included, engaged and appreciated.
To truly deliver on brand promises,
storeowners and their employees should
look to customer behaviour to develop
strategies that elevate the level of service
that consumers in their retail category have
come to appreciate and advocate.
Retail leadership today is all about turning
obstacles into opportunities for staff. There
is no doubt that the same businesses that
have been using external issues such as
the weather, current affairs and customer
behaviours to excuse soft results will try
to use the availability of the store’s online
presence to further excuse performances.
The true test of any leader’s mettle is to
extract all of these ‘go-to’ excuses and then
use them as opportunities to elevate the
performance of their teams in customer
experience, business metrics and overall
retail excellence.
This approach will deliver great results to
the organisation consistently. i
ELIZABETH BOYD is
founder and editor in chief of
Excellence in Retail. She has 18
years’ retail experience. Learn
more: cottoncandyfshn.com
36 Jeweller November 2017

SELLING
BUILD SALES WITH CLIENTELING
IN A GLOBALLY COMPETITIVE MARKETPLACE, THE ABILITY TO AFFORDABLY GENERATE EXTRA SALES IS AN EVER-INCREASING
CHALLENGE FOR MOST JEWELLERS. DAVID BROWN DISCUSSES THE IMPORTANCE OF ‘CLIENTELING’ AS A SALES STRATEGY.
Some days, it seems the only factor that
matters to customers is price. This isn’t true,
of course, but it’s a perception that can
lead salespeople to think the only way to
obtain business is to ‘buy it’ by discounting
product. As has been repeatedly shown,
however, customers only value price when
there is an absence of other important
factors – that is, if a customer can’t
differentiate between Store A and Store
B then price usually becomes the predominant
motive.
For most shoppers, price is actually a less
important motivation to purchase than
trust, service, quality and value for money,
especially where discretionary products like
jewellery are concerned. This is because
customers often don’t know a diamond
from a piece of glass and are therefore
dependent on a retailer’s reputation before
making a decision to buy.
Building a trust relationship doesn’t come
easily; it can be difficult to build this type
of rapport in the short term, which means
jewellers invest significant time and energy
in their customer relationships.
Given the sizeable investment both the
retailer and the customer have made in
developing a relationship, jewellers are best
off concentrating on winning business from
existing customers instead of investing into
new business. In a nutshell, this is the true
essence of clienteling.
CLIENTELING EXPLAINED
Clienteling is the process of leveraging
customer data to create long-term
relationships that benefit customers by
providing them with better service and
superior purchasing opportunities. By
using customer data, retailers can tailor
personalised communication to customers
to bring them into the store where they
receive VIP service offerings.
To present an example, Jim has been
married for 15 years and still forgets his
JEWELLERS
ARE BEST OFF
CONCENTRATING
ON WINNING
BUSINESS
FROM EXISTING
CUSTOMERS
INSTEAD OF
INVESTING INTO
NEW BUSINESS
CLIENTELING IS KEY IN TODAY’S MARKET
wedding anniversary. He also never knows
what to buy his wife on her birthday.
Local store Dazzling Diamonds has been
a favourite jewellery store for Jim’s wife for
many years.
Importantly for Jim, Dazzling Diamonds
is also into clienteling – the jeweller has a
first-class database system that contains
records of all of Jim’s wife’s purchases and
important dates.
Dazzling Diamonds has Jim’s contact
details, which staff use to contact him two
weeks before any special event.
Jim greatly appreciates this service because
it’s more than just a calendar reminder;
Dazzling Diamonds knows what Jim’s wife
likes, what she’s bought and even what
she’s browsed in store or better still, added
to her ‘wish list’.
Jim’s wife knows that the store contacts
Jim so she even makes a point of calling in
to the store a month ahead to alert items
to the staff that she finds of interest.
Naturally, all this information is recorded
in the store’s database and then used by
the business to suggest ideal gift ideas for
Jim, who can now buy with the confidence
that he’s choosing something his wife
already likes.
POSITIVE OUTCOME
The end result is that Jim’s wife is delighted.
Jim not only remembers the special
occasion but also buys her something she
truly loves instead of the helpful household
items he used to give her, most of which
she would promptly return.
In addition, Jim is delighted as he succeeds
in pleasing his wife and does so with a
minimum amount of fuss, consulting with
the people who know her preferences best.
Jim has even built such a good relationship
with the sales staff that he feels confident
enough to provide a staff member with his
budget. They can then select an item on his
behalf and have it gift-wrapped and ready
for him to collect. This saves Jim time
and stress.
What about Dazzling Diamonds? Since
adopting its clienteling policy, the business
has seen overall sales climb 15 per cent
and existing-customer sales increase more
than 40 per cent for its best 100 customers.
Dazzling Diamonds has even had contact
from friends of its best clienteling
customers asking if they can be included
on the reminder list.
When was the last time a customer called
a store to request addition to a database?
This is just one example of how customer
information can be used to fuel sales and
enhance the store’s sense of community.
The need to build a closer relationship with
a store’s best customers has never been
greater and retailers owe it to not only
themselves but also their customers to use
clienteling to increase service levels and
also grow their businesses. i
DAVID BROWN is
co-founder and business
mentor of Retail Edge
Consultants. Learn more:
retailedgeconsultants.com
November 2017 Jeweller 37

MANAGEMENT
PERFORMANCE REVIEW TIPS FOR MANAGERS
STRIKING A BALANCE BETWEEN PRAISE AND CONSTRUCTIVE CRITICISM CAN MAKE PERFORMANCE REVIEWS MORE PRODUCTIVE
AND SATISFYING FOR ALL PARTIES. BARBARA CROWHURST OUTLINES WAYS TO GET THE MOST OUT OF THE PROCESS.
Performance reviews are a lot like walking
a tightrope: withholding positive feedback
can discourage and demoralise employees
while failing to discuss problem areas can
mean employees never improve.
Staff appraisals must be recurring events.
In addition to providing ongoing feedback
during the year, managers also must let staff
know what time of year reviews take place.
To ensure reviews are useful, managers
should follow these tips.
ALLOW ENOUGH TIME TO PREPARE
Performance reviews are only valuable if
managers and employees are given the
time and resources they need to prepare for
them. Give staff the opportunity to identify
their achievements from the past year and
areas where they would like to improve.
KEEP FILES ON EMPLOYEES
When hiring a new staff member, create
a file that contains performance review
notes. This serves to document the good
and bad aspects of that employee’s job
performance and work habits. Use the file
to catalogue accomplishments and also to
track performance-related issues such as
tardiness. The file will act as a record of items
to be discussed at the next review.
SOLICIT THIRD-PARTY FEEDBACK
Managers shouldn’t rely solely on their own
perceptions of an employee, particularly if
interactions with the individual have been
limited. Seek feedback and comments from
colleagues and others who work closely dayto-day
with the employee. Enquire about
his or her strengths and weaknesses, as well
as areas that have improved over time and
special abilities. Ask specific questions such
as how does he or she handle challenges
and overcome obstacles and what
contributions have they made to teambased
projects? Does the staff member
seem committed to continuing professional
education and skills development? Compare
the feedback.
EMPLOYEES MAY
NEED TIME TO DIGEST
THE FEEDBACK
FROM A REVIEW SO
ENCOURAGE THEM
TO COME BACK
AFTERWARD IF THEY
HAVE QUESTIONS
OR CONCERNS
STAFF APPRAISALS CAN BENEFIT ALL PARTIES
ALLOW ENOUGH TIME FOR ASSESSMENT
Don’t wait until the day before a review
to start tracking and critiquing a staff
member’s performance – this is unfair to
the individual and will not give an accurate,
comprehensive picture of his or her abilities
and achievements. Instead, try to observe
the employee in a variety of situations over
an extended period. Assess how well he
or she manages both independent and
collaborative assignments.
CREATE A CONDUCIVE SETTING
Choose a quiet, private place for the
review and schedule it at a time when
interruptions can be kept at a minimum.
When structuring the session, incorporate
time for a two-way dialogue so that the
employee can respond to feedback and
offer input of his or her own. To prepare for
the meeting, organise all documentation –
previous evaluations, comments gleaned
from colleagues and other notes. Give the
employee sufficient notice to prepare also.
SET THE APPROPRIATE TONE
The review should be handled in a
professional manner and treated as a
conversation, not a lecture. Open the
discussion by talking about the employee’s
accomplishments and positive attributes.
When it’s time to shift to negative or
problematic areas, focus not on mistakes
but on ways to improve performance.
Most employees will not be surprised
by anything they hear during a review;
however, if there’s a gap between an
employee’s perceived performance versus
actual performance, be sure to explain the
difference and suggest ways performance
goals might be met. During the discussion,
invite comments on any observations.
Talk about future expectations and clarify
job requirements and responsibilities.
Enquire about the employee’s professionaldevelopment
goals and discuss how to
work towards meeting them. Be courteous
and tactful and focus on behaviour rather
than personality when being critical.
MAINTAIN AN OPEN DOOR
Employees may need time to digest the
feedback from a review so encourage
them to come back afterward if they have
questions or concerns. If managers show
that performance is not a once-a-year
issue but a matter of ongoing importance,
staff will focus less on the formal review
itself and more on the feedback and
guidance they receive. They’ll be motivated
to see feedback as a way to help them with
their performance.
By preparing well in advance for
performance reviews and developing a
systematic, consistent appraisal process,
managers can turn what could be an
uncomfortable time into a chance to chat
with team members and set goals for the
future. Who knows? Both parties may even
start to look forward to these feedback
sessions and the business will benefit as a
direct result. i
BARBARA CROWHURST is
CEO of Retail Makeover and
an internationally recognised
retail consultant. Learn more:
retailmakeover.ca
38 Jeweller November 2017

MARKETING & PR
THE UGLY TRUTH OF COST CUTTING
IN TOUGH TIMES, BUSINESSES LOVE TO CUT COSTS BUT, AS IAN ALTMAN REPORTS, IT’S CRUCIAL THAT BUSINESSES
CONSIDER THE EFFECTS OF SUCH BEHAVIOUR UPON NOT ONLY CUSTOMERS BUT STAFF AS WELL.
Those who specialise in expense reduction
would accurately argue that each dollar a
business earns in sales contributes a small
percentage to profit; however, every dollar
a business saves goes directly towards
improving the bottom line, which is why
it’s so effective in steadying unprofitable
businesses. More often than not, when
it comes to cutting costs, the first area is
marketing and advertising.
Cost cutting might be driven by a desire
to price products or services more
competitively, to improve financial
performance or to better serve customers.
Whichever the reason, the decision is never
simple and businesses must be careful to
not make some of the mistakes outlined
here. Read on for the good, the bad and the
ugly of cost cutting.
GOOD COST CUTTING
If businesses can reduce costs without any
reduction in service quality then it’s a nobrainer.
There are specialists who can work
with businesses to cut costs in areas that
often bring significant savings. These experts
start by assessing the prices a business pays
to third-party suppliers for essential goods
and services like rent, utilities, internet and
more. They compare these prices against
what they believe is the right price for these
products or services then negotiate with the
provider or supplier to reduce costs while
maintaining continuity of service.
When businesses can save money without
adversely impacting the customer, improved
value is provided all around.
BAD COST CUTTING
It’s particularly important that costs are still
cut carefully, ensuring any savings don’t
have a negative impact upon employee
and customer satisfaction as well as loyalty.
Cost cutting can send the wrong message
to staff and even customers if not done with
an understanding of the flow-on effects. I
travel often for business and recently noted
BUSINESSES
THAT CUT COSTS
AT THE EXPENSE
OF EMPLOYEES
OR CUSTOMERS
MOVE DOWN
A DANGEROUS
PATH TOWARD
EXTINCTION
CONSIDER THE IMPACTS OF COST CUTTING
a minor difference in the concierge service
between two luxury hotels. In the concierge
lounge at the Marriott, the concierge told
me she gets a bonus for each letter she
receives from satisfied guests. She therefore
persuades the chef to create exciting snacks
to serve in the concierge lounge to improve
guest satisfaction because this is how she
gets measured and rewarded.
Meanwhile, at a rival hotel, the concierge
receives bonuses for cutting costs.
Accordingly, she puts out fewer trays of
food in the concierge lounge, which leaves
guests without appetisers.
The Marriott policy is to focus on loyalty
and engagement over costs. As a result of
this, I switched to the Marriott after decades
as a loyal guest in other programs. I want to
stay at a hotel that takes great care of me.
UGLY COST CUTTING
There is a Thai restaurant near my home
that was very popular when it first opened.
In recent years, the restaurant’s popularity
has waned somewhat and the restaurant
has started cutting staffing.
This makes some sense as there’s no need
to overstaff an empty restaurant; however,
quality has also suffered. Portion sizes have
reduced and prices have risen.
When I raised the issue to a manager, he
acknowledged the situation. “I keep telling
them [management] but they’re all about
cost cutting.”
After a few poor experiences, I stopped
going there. Recently, I walked past and this
once great location that used to have a long
queue in the evenings was almost empty at
7:30pm on a Friday night.
The tough lesson here is that businesses
cannot save their way to prosperity.
Those that cut costs without considering
the impact on employees, customers and
overall loyalty are making a conscious
decision to follow a short-term path with
poor long-term results. When businesses
give up on attracting customers, cutting
costs always seems like a good idea.
AN ALTERNATIVE
When revenue falls, it is natural to think
about cutting costs but businesses should
only do so while also focusing their efforts
on finding ways to add the greatest value
for existing and future customers.
When done properly and sensibly, cost
cutting can be very effective; however,
businesses that cut costs at the expense
of employees or customers move down a
dangerous path toward extinction.
Take a look at today’s best retailers. The
top performers rarely compete on price
or lowest cost but instead look for ways to
champion the value of their products and
services in a way that underlines quality and
not price. Businesses that focus on delivering
exceptional value will see their employee
and customer loyalty reach new heights. i
IAN ALTMAN helps clients
to modernise sales and
marketing. He is a globally
respected business expert.
Learn more: ianaltman.com
November 2017 Jeweller 39

LOGGED ON
MORE SOCIAL MEDIA MISTAKES TO AVOID
IN A CONTINUATION OF LAST MONTH’S COLUMN, ALFRED LUA FROM SOCIAL MEDIA MANAGEMENT PLATFORM
BUFFER DISCUSSES EVEN MORE WAYS THAT BUSINESSES CAN LEARN FROM THE ERRORS OF OTHERS.
Last month, this column outlined some of
the social media mistakes that the Buffer
team had committed with the aim of
ensuring other businesses did not make the
same errors. Here’s a few more to avoid.
LIMITING CONTENT
Sharing only one’s own content on Facebook
– We used to shy away from using content
generated by others on the assumption
that it wouldn’t contribute to the bottomline:
traffic, signups and revenue. It even felt
counter-intuitive – who wants to send traffic
to someone else’s website? On reflection, this
was short sighted.
Sharing one’s own content means a business
is really just marketing to its existing
followers. This not only fails to expand our
audience base but also increases the chance
of turning existing followers off.
By posting content from other sources
such as TechCrunch and Wired, the Buffer
page’s reach, engagement and fan base
increased significantly.
Five of our recent top 10 Facebook posts
were taken from third parties. These posts
reached more than 1.7 million people, most
of which weren’t existing followers.
NOT CURATING CONTENT
Failing to curate user-generated content
on Instagram – Many different Instagram
strategies have been trialled since we at
Buffer started using the platform in 2013,
including photos of company retreats and
corporate gatherings, staff sharing about
their daily lives and the organisation’s weekly
Twitter chat #bufferchat.
Despite this, few followers were interested
in the content; the account wasn’t growing
and there were minimal post interactions.
We then found a strategy that increased
Instagram followers from 4,250 to 21,000
within six months.
The strategy? Curating user-generated
content. By curating photos of direct interest
to our target audience, coupled with a few
Buffer items, we have built a large, engaged
Instagram following.
IRRELEVANT NEWS
Failing to target specific audiences – Whenever
we conducted a ‘meet-up’ or workshop, the
Buffer team would share the event on our
Facebook page with every fan, even though
many fans weren’t located in the same city
as the event.
This would create an issue whereby our fans
from around the world would receive posts
regarding events outside their location –
people based in London are unlikely to find
posts regarding Buffer’s New York meet-up
relevant. To correct this, we started using
Facebook’s ‘preferred audience’ feature
for localised posts. For example, when
promoting a workshop in Philadelphia,
posts were restricted so that only Buffer’s
Philadelphia fans could see them.
Preferred-audience posts reach fewer fans
but they reach the right fans, creating a
higher chance of engagement because posts
are more relevant. At the same time, fans
located outside Philadelphia won’t be turned
off by seeing posts that are likely to be less
relevant to them.
Facebook applies a posting algorithm that
assigns a personalised relevancy score to
every post a user can see. Facebook then
uses this score to show posts in the order
that is most relevant to users. By showing
posts preferentially to the most relevant
users, Facebook will be more likely to show
our posts to users who are fans of Buffer
rather than showing those fans less relevant
posts from other businesses. This is especially
useful for small businesses that have a local
target audience.
NO RESPONSE
Failing to reply to questions – Surprisingly,
businesses ignore 89 per cent of people
who want a response, according to research
by social media management and analytics
IMPROVE ONLINE EFFORTS BY TAKING NOTE OF WHAT OTHERS HAVE DONE
BY POSTING
CONTENT FROM
OTHER SOURCES,
THE BUFFER
PAGE’S REACH,
ENGAGEMENT
AND FAN BASE
INCREASED
SIGNIFICANTLY
software provider Sprout Social.
In the same research, Sprout Social found
the following great benefits for businesses
who responded to customer questions on
social media:
• 70 per cent of people are more likely to
use the brand’s product or service after
receiving a response
• 65 per cent of people have more brand
loyalty after receiving a response
• 75 per cent of people are likely to share a
good experience on their own profile after
receiving a response.
We reply to most questions on Buffer’s social
media profiles and the team is working to
reply even faster after research from social
media specialist Jay Baer found that 42 per
cent of people who reach out to a brand on
social media for customer support expect a
response within 60 minutes.
This concludes the two-part series on social
media mistakes. Hopefully retailers find these
to be useful when planning and managing
their next social media strategies. i
ALFRED LUA is the content
crafter for social media
management business Buffer.
Learn more: buffer.com
40 Jeweller November 2017

GEMS
COLOUR INVESTIGATION: LABRADORITE
IMAGE COURTESY GREG C GRACE
the thickness of the alternating layers. More
commonly unearthed with a blue-green
schiller, labradorite is traditionally favoured
with a rich blue-violet labradorescence.
Occasionally exceptional quality specimens
may present flashes of the full spectrum
of colour and are given the trade name
of spectrolite (Figure 1). The value of a
gemstone rests on the strength, evenness
and colour of the schiller.
Like other feldspars, labradorite can form
in large crystalline masses, and the size of
gem-quality material is restricted only by the
ability to produce a sufficient schiller that
is viewable from an appropriate direction.
With the possibility of a gemstone parting or
splitting along the twin planes of weakness,
faceting the gemstone material can be a
challenging task.
FIGURE 1. SPECTROLITE
The unexpected flash of colour and light
rolling along the surface of a gemstone
can be awe-inspiring. STACEY LIM
reports that labradorite captures this
spectacular effect known, eponymously,
as labradorescence.
This visual phenomenon observed in
labradorite is not due to the body colour of
the gemstone but rather is a consequence
of the diffraction of light from beneath the
surface. Typically possessing light to dark
grey body colour, labradorite can transform
before one’s eyes when a light source is
directed at its surface.
Feldspars are the most common minerals of
the earth’s crust and whilst for the most part
they are lacklustre, labradorite is one variety
that is truly extraordinary.
Belonging to the plagioclase series of
feldspars, this mineral was named after the
Labrador Peninsula in Canada where it was
FIGURE 2. RAINBOW MOONSTONE
first identified in 1770. Today, Madagascar
and Finland are the principle sources of
gem-quality labradorite, with Madagascar
producing gemstones with an intense blueviolet
sheen that are in high demand.
Renowned for its labradorescent sheen,
called schiller, the source of this playful
colour-creating phenomenon is an internal
structure composed of lamellar twinning;
a delicate layering of alternating sodiumrich
(albite) and calcium-rich (anorthite)
plagioclase feldspar minerals. As white light
penetrates the gemstone’s surface, it reflects
off these internal twinning planes producing
flashes of colour that can be seen in certain
directions and at certain angles.
These spectral colours of light, ranging from
red through to violet, are a result of light
interference from reflections off the thin
layers of feldspar minerals.
The colours produced are dependant on
THE VALUE OF
A GEMSTONE
RESTS ON THE
STRENGTH,
EVENNESS AND
COLOUR OF
THE SCHILLER
A transparent-colourless to translucentwhite
variety of labradorite, found in the
Indian state of Bihar, displays a blue through
to multi-coloured schiller and has been
known in the marketplace as ‘rainbow
moonstone’ (Figure 2) since the mid-1990s.
True moonstone is actually orthoclase,
a potassium feldspar, which obtains its
characteristic blue schiller from included
layers of albite (a plagioclase feldspar),
whereas labradorite obtains its schiller from
lamellar twinning of albite and anorthite,
two different plagioclase feldspars.
Thus, although moonstone is chemically
a different kind of feldspar and its source
of schiller is different to that of labradorite,
the colour effect is similar enough that the
name ‘rainbow moonstone’ has become an
accepted name within the industry for this
variety of labradorite. i
STACEY LIM FGAA BA Design, is a qualified
gemmologist and gemmology teacher/assistant.
She is a jewellery designer, marketing manager
and passionate communicator on gemmology.
For information on gemstones, visit: gem.org.au
November 2017 Jeweller 41

10 YEARS AGO
WHAT WAS MAKING NEWS 10 YEARS AGO?
A SNAPSHOT OF THE INDUSTRY EVENTS THAT MADE NEWS HEADLINES IN THE NOVEMBER 2007 ISSUE OF JEWELLER.
HRD to welcome
Nationwide
The story: Nationwide Jewellers is offering members
the chance to tour the HRD laboratory in early 2008
as a part of a two-week tour including Luxembourg,
Cairo and a Nile River cruise.
The move is a breakthrough for the buying group –
as it is extremely rare for visitors to be given access
to the Antwerp-based lab – and an extension of
the company’s relationship with Gabi Tolkowsky.
Select Nationwide members met the renowned
diamontaire responsible for cutting three of the
most famous diamonds, including the 274-carat,
Aussie designers
come first
The story: Sydney jewellery designer OK Jin
Jang has done it again, this time taking out
a gong in the International Opal Jewellery
Design Awards 2007.
The 2006 JAA Apprentice of the Year won
the IOJDA Prestige Professional Apprentice
Award, with a pendant-brooch entitled
Sunset at Ayres Rock. Fashioned from
18-carat white, yellow and rose gold, the
winning design boasted a large, square
opal from Lightning Ridge surrounded by
a colourful medley of diamonds, blue and
pink sapphires, topaz and peridot.
D-flawless Centenary Diamond, in March 2007.
Subsequently, Tolkowsky has agreed to join
the group at its official dinner in Antwerp in
March 2008.
JAA COUNTERACTS
JEWELLER DISTRUST CLAIM
The story: A spate of angry feedback
from Australian jewellers has
prompted JAA CEO Ian Hadassin
to ask several publications to
explain reports they ran detailing a
controversial online poll from the
Diamond Certification Laboratory of
Australia (DCLA).
In a letter sent to Sydney Morning
Herald, Rapaport News and Idex
Online, the JAA head questioned not
only the validity of the poll – which
asserted that “nearly 70 per cent of
consumers do not trust their jeweller”
– but the efforts of the publications
to ensure the story was correct prior
to print.
Labelling the DCLA poll “highly
contentious”, Hadassin’s letter
reminded the publications of the
voluntary Press Council code,
stating, “Newspapers and magazines
(“publications”) should not publish
what they know or could reasonably
be expected to know is false, or fail
to take reasonable steps to check the
accuracy of what they report”.
Hadassin then asked what steps were
taken to “evaluate the authenticity of
the survey”.
Calleija hits London
The story: Queensland-based Calleija
Jewellers has made its international debut
with the launch of a collection of pinkdiamond
designs created especially for
iconic London department store Harrods.
The inclusion of the range of necklets,
rings and earrings each featuring pink
diamonds is reportedly a first for an
Australian jeweller, and eventuated after
Calleija director John Calleija impressed
the Harrods Fine Jewellery Department
with the collection of diamond creations
– particularly the rarity of the Argyle
pink diamonds incorporated in Calleija’s
detailed designs.
42 Jeweller November 2017

EVENTS
JEWELLERY AND WATCH CALENDAR
A GUIDE TO THE LOCAL AND INTERNATIONAL JEWELLERY AND WATCH EVENTS SCHEDULED TO TAKE PLACE IN THE YEAR AHEAD.
NOVEMBER 2017
TAIWAN JEWELLERY
& GEM FAIR
Taipei, Taiwan
November 3–6
Learn more: taiwanjewelleryfair.com
WORLD RUBY FORUM
Bangkok, Thailand
November 4
Learn more: www.worldrubyforum.com
CIBJO CONGRESS
Bangkok, Thailand
November 5–7
Learn more: cibjo.org/congress2017
CHINA INTERNATIONAL
JEWELLERY FAIR
Beijing, China
November 9–13
Learn more: chinaexhibition.com/
Official_Site/11-9164-2017_China_
International_Jewellery_Fair_(Winter).
html
VOD DUBAI
INTERNATIONAL
JEWELLERY SHOW
Dubai, United Arab Emirates
November 15–18
Learn more: jewelleryshow.com
CHINA INTERNATIONAL
GOLD, JEWELLERY
& GEM FAIR
Shanghai, China
November 17–20
Learn more: www.exhibitions.
jewellerynetasia.com/shj/zh-cn
JEWELLERY ARABIA
Manama, Bahrain
November 21–25
Learn more: jewelleryarabia.com
JANUARY 2018
SALON INTERNATIONAL
DE LA HAUTE HORLOGERIE
(SIHH)
Geneva, Switzerland
January 15–19
Learn more: sihh.org
VICENZAORO T-GOLD
Vicenza, Italy
January 19–24
Learn more: 10times.com/t-gold
TUCSON GEM, MINERAL &
FOSSIL SHOWCASE
Tucson, US
January 27 – February 11
Learn more: visittucson.org/events/
gem-show
FEBRUARY 2018
JEWELLERY & WATCH
Birmingham, UK
February 4–8
Learn more:
jewelleryandwatchbirmingham.com
NATIONWIDE JEWELLERS
TIME OUT CONFERENCE
Canberra, Australia
February 9–11
BANGKOK GEMS &
JEWELRY FAIR
Bangkok, Thailand
February 21–25
Learn more: bkkgems.com
HONG KONG
INTERNATIONAL DIAMOND,
GEM & PEARL SHOW
Hong Kong
February 27 – March 3
Learn more: m.hktdc.com/fair/
hkdgp-en/HKTDC-Hong-Kong-
International-Diamond--Gem---
Pearl-Show.html
MARCH 2018
HONG KONG
INTERNATIONAL
JEWELLERY SHOW
Hong Kong
March 1–5
Learn more: m.hktdc.com/fair/
hkjewellery-en/HKTDC-Hong-Kong-
International-Jewellery-Show.html
BASELWORLD
Basel, Switzerland
March 22–27
Learn more: baselworld.com
COOBER PEDY GEM
TRADE SHOW
Coober Pedy, South Australia
March 31 – April 1
Learn more:
cooberpedygemtradeshow.com.au/
Home.aspx
APRIL 2018
NATIONWIDE JEWELLERS
ANTWERP TRIP
Antwerp, Belgium
April 8–13
MAY 2018
NATIONWIDE JEWELLERS
AFRICA TRIP
Africa
May 3–11
JUNE 2018
JCK LAS VEGAS
Las Vegas, US
June 1–4
Learn more: lasvegas.jckonline.com
HONG KONG JEWELLERY
& GEM FAIR
Hong Kong
June 21–24
Learn more: www.jewellerynetasia.com
Learn more: jewellerynetasia.com
JULY 2018
WINTON OPAL TRADESHOW
Winton, QLD
July 13–14
Learn more: qboa.com.au
LIGHTNING RIDGE OPAL
AND GEM FESTIVAL
Lightning Ridge, NSW
July 26–29
Learn more:
lightningridgeopalfestival.com.au
November 2017 Jeweller 43

MY BENCH
Graham Tighe
WORKS AT:
Tighe Jewellery Studio
AGE: 54
YEARS IN TRADE: 36
TRAINING: Goldsmith
apprenticeship and a
certificate in advanced
diamond setting
FIRST JOB: Three Castle
Jewellers, Ireland
OTHER QUALIFICATIONS:
Bachelor of business, WA
Favourite gemstone:
Opal. Its varying qualities
and ever-changing colours
make it the most interesting
gemstone to work with.
Favourite metal:
Gold as it’s rich and lustrous.
I especially like to design
using gold nuggets.
Favourite tool:
My graver. It has so many
uses; I’d be lost without it.
Best tip from a jeweller:
Never rush when you
are setting.
Best tip to a jeweller:
Never stop learning.
Biggest health concern:
Sitting down for too long.
My watch now tells me
to move.
Do you buy tooling locally,
overseas or a mix of both?
I try to buy everything
locally; if we don’t support
suppliers we will have none.
What frustrates you most
about the industry?
The lack of hallmarking laws
and price discounting to
unsustainable margins.
Such short-sightedness
devalues our industry.
My bench is always:
Organised – my Dad taught
me young to put tools back
and I always have.
Favourite sport/team:
Soccer. I played until I was
48 and Manchester United
is my favourite team.

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SOAPBOX
RISING STARS NEED SUPPORT
WorldSkills Australia is dedicated to
the promotion and the building of a
skills culture that celebrates excellence.
We support VET-based careers and
endorse the value of apprenticeships
and then challenge these apprentices
through competition.
It is a cause I am passionate about and while
we do our best to learn about all VET sectors,
I must admit that until August this year, my
jewellery industry knowledge was limited
to what I had observed at the different
levels of competition in Australia and at the
international WorldSkills competition. August
2017 marked a WorldSkills milestone where
for the first time regional Australia jewellery
competitions were held at the International
Jewellery Fair (IJF) in Sydney rather than at a
TAFE or registered training organisation (RTO).
Aside from the obvious benefits offered to
the 23 competition participants, the move
also gave us the opportunity to network with
jewellers and educators. We gained insight
into the exciting possibilities emerging in your
industry, as well as the complex issues it faces.
Firstly, on a positive note, the energy and
innovation witnessed was indicative of a
trade openly embracing new technology and
advances in techniques and manufacturing.
Having spoken to industry members, such as
Pallion global manager of finished jewellery
Darren May, we understand the industry has
adopted an unprecedented amount of new
manufacturing technologies in the past 10
years. Darren has also explained that despite
this interest in the new, there is still a focus
on the strength of traditional skills and how
far these specialised skills can take a jeweller
who is dedicated, talented and immersed in
their craft. This balancing of the ‘new’ jeweller
that possesses both traditional handmade
skills, along with a practical understanding
of modern tools, and who can interact and
engage with these new technologies is
proving to be a more agile and adaptable
individual. They are also proving to be the
future direction of the industry.
This leads to the next point: how does the
local industry properly support and champion
these rising stars of the jewellery world?
Many of the jewellers and small business
owners expressed their delight at seeing
young apprentices and students participating
in the regional competition and while they
were happy to see so many young people
coming through the industry, they expressed
worry about where they would find ongoing
work along with opportunities for up-skilling
and career advancement.
The concern raised was that there weren’t
enough industry positions given many
jewellers had their own businesses and
were not at the stage where they required
an apprentice. After speaking with jewellers
and RTO reps at the IJF, it would appear that
if this is the way the industry is at present,
then the traditional four-year apprenticeship
currently viable with many other trades
is not one presently able to support the
upcoming generation. To ensure those who
are passionate about the industry and want to
be part of it are given the opportunity to do
so, either the industry or the training models
need to be updated to make it easier for
passion to be transformed into a career.
This may not be easy to achieve short term
I BELIEVE
WORLDSKILLS
IS DOING THIS
FOR JEWELLERY
BENCHMARKING;
HOWEVER,
MAYBE THERE
CAN BE MORE
COLLABORATION
BETWEEN SMALLER
BUSINESSES
but in order to make any effective change,
more feedback and consultation is necessary.
The current organisation that oversees the
training package development is Innovation
and Business Skills Australia, and when the
package is up for review, the industry needs
to have an influential voice. One of the best
examples I’ve seen lately of industry heads
supporting their apprentices is equipment
management company WesTrac. Through
sustained training and development,
WesTrac works with apprentices to create an
environment built on loyalty. By continually
benchmarking their apprentices against one
another through internal competitions, it is
ensuring that overall standards and training
are aligned and up to date.
I believe WorldSkills is doing this for jewellery
benchmarking; however, maybe there can
be more collaboration between smaller
businesses – like conducting training days
with other jewellers in the region or working
with the local RTO to bring in apprentices for
up-skilling with short courses.
There were so many great takeaways from our
involvement at the IJF and WorldSkills is now
looking for other opportunities to showcase
jewellery apprentices and the industry
externally. If jewellers think the ‘old’ ways of
doing things no longer work then WorldSkills
Australia is happy to get the conversations
going about the ‘new’ ways to support the
future of this wonderful industry. i
Name: Brigitte Collins
Business: WorldSkills Australia
Position: general manager, technical delegate
Location: Sydney, NSW
Years involved with WorldSkills: 20
46 Jeweller November 2017

since 1966
TWM
Co
TWM
since 1966
Co
SPECIALISTS IN BESPOKE
since 1966
TWM
Co
TWM Consolidated PTY LTD
03 9547 3113
PROUDLY AUSTRALIAN MADE JEWELLERY & EXPERTS IN REFINING
TWM
since 65 1966 Roberts Avenue,
Contact info@twmco.com.au
Co
Mulgrave, VIC, 3170
www.twmco.com.au
Instagram @twm_co
Facebook @twmcorings

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Do it all at the International Jewellery Fair
The International Jewellery Fair will return August 25 – 27, 2018
International Convention Centre Sydney