Jeweller - March Issue 2018

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY
MARCH 2018
In earshot
ENDURING EARRINGS TRENDS: WHERE
FASHION AND FINE JEWELLERY MEET
Sneak peek
+ +
SUPPLIERS AROUND THE COUNTRY
GIVE AN EXCLUSIVE PREVIEW OF 2018
Group love
THE 2018 BUYING GROUP
REPORT IS IN: STICK TOGETHER

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Brilliant Precision
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ENDURING EARRINGS TRENDS: WHERE
FASHION AND FINE JEWELLERY MEET
VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY
SUPPLIERS AROUND THE COUNTRY
GIVE AN EXCLUSIVE PREVIEW OF 2018
MARCH 2017
THE 2018 BUYING GROUP
REPORT IS IN: STICK TOGETHER
CONTENTS
MARCH 2018
13/ 18/ 34/
FEATURES REGULARS BUSINESS
13/ PLAY IT BY EAR
Fashion trends change, but through
them all earrings have stayed.
18/ SNEAK PEEK
An exclusive preview of products
headed for this year’s market.
23/ BUYING GROUPS
Jeweller’s biennial report reviews why
buying groups are still on point.
34/ MOTHER’S DAY
How to boost sales in the lead
up to this special day.
9/ Editorial
10/ Upfront
11/ News
37/ Gems
Colour investigation: diamond
45/ My Store
46/ 10 Years Ago
47/ Calendar
48/ My Bench
50/ Soapbox
Zoё Pook shines a light on the
benefits of fair trade gold.
39/ Business feature
For customer service go back to
basics, Shep Hyken advises.
41/ Selling
Sue Barrett reminds retailers
how to think like buyers.
42/ Management
David Geller shares strategies
to reduce internal theft.
43/ Marketing
Coupons are an easy way to
boost sales, Brian Ewing states.
44/ Logged On
Simon Dell divulges how to cherry
pick the right social media posts.
In earshot
Sneak peek
+ +
Group love
About the front cover:
Earrings are enjoying huge
popularity in the fashion sector,
and have seen the return of
bold statement pieces.
March 2018 Jeweller 5

VITAL
Wales Corner, Suite 1204
227 Collins Street
Melbourne Victoria 3000
Australia
Ph: (03) 9639 1008
Fax: (03) 9639 0179
sales@vitaldiamonds.com.au
www.vitaldiamonds.com.au
Over 35 Years Experience In Diamond Manufacturing & Wholesaling

AUSTRALIA WIDE 1300 886 108
palloys.com.au
Sydney | Melbourne | Brisbane | Perth

EDITORIAL
BUT HANG ON…
Traditional retail is in a confusing state. Indeed,
in some cases, it’s just plain contradictory, and
not just in the local market.
Take, for example, recent news that retail
behemoth Toys ‘R’ Us will close another
200 stores, which comes on the back of an
announcement in September 2017 to
close 180 stores after the company went
into bankruptcy.
At the time, the US toy chain operated 1,600
stores, half of which were in the US. Most
stores and territories outside the US are run on
licensing arrangements and not affected by
the US bankruptcy; there are 39 in Australia.
Many reasons have been given about
the demise of this once-powerful retail
brand but the main factors appear to be
management’s decision to take the company
private in 2005 and the subsequent growth
of online shopping.
People prefer the convenience of shopping
online, so the experts say, but hang on… this
doesn’t explain the rise in new bricks-andmortar
stores around the world – and we are
not just talking about single-store operations.
For example, as Toys ‘R’ Us closed stores,
Chinese fashion retailer Inman effectively
abandoned its online-only model to open
450 traditional retail outlets!
Why the change in business model? When
Inman started in Alibaba’s Tmall in 2008, the
retailer quickly became one of its flagship
brands yet while Inman’s online sales
increased by 39 per cent last year, sales in its
bricks-and-mortar stores rose by 300 per cent.
But hang on… don’t people prefer the
convenience of shopping online and
home delivery?
When Inman’s founder Fang Jianhua first
announced the change in business strategy,
he was widely criticised – many analysts
predicted the plan was doomed – but even
Amazon, the world leader in online shopping,
has opened physical stores: clicks-to-bricks.
There are plenty of other examples of
online-only retailers opening traditional
stores including eyeglass seller Warby Parker,
cosmetics company Birchbox and men’s
clothing store Bonobos.
The decision for ‘e-tailers’ to go traditional
is generally dependent on which product
category they occupy and, yes, the jewellery
industry has its own examples.
In February 2015, we reported on the
increasing importance of multi-channel
retailing when online diamond and jewellery
business Blue Nile announced plans to open
a bricks-and-mortar store. The company was
founded in 1999 as an online-only diamond
retailer and was acquired by a private investor
group last year.
Blue Nile now operates five webrooms – as it
calls its US physical outlets – each averaging
500 to 700 square feet and each with large TV
screens mounted on the walls that display
social media posts from customers. In store,
shoppers can view and try about 400 pieces
of jewellery.
According to various retail experts, online
shopping in Australia only accounts for
I BELIEVE
THAT THE
PERCENTAGE
OF JEWELLERY
BOUGHT
ONLINE IS
INSIGNIFICANT
WHEN
COMPARED
TO OTHER
CONSUMER
CATEGORIES
around 7 per cent of the total retail market.
No one knows how much of that spend
equates to jewellery and watches and I
doubt it’s significant.
Indeed, at the same time Toys ‘R’ Us and Inman
were announcing plans to close and open
more stores respectively, a report emerged on
Amazon’s new Australian operation. It detailed
the popular product categories since Amazon
started trading just before Christmas last year.
Interestingly, jewellery was not among
them. Electronics, men’s and women’s
clothing, health and beauty, home and
kitchen and other products all featured
prominently but not jewellery.
I believe that the percentage of jewellery
bought online is insignificant when
compared to other consumer categories
and I would hazard a guess people who
buy jewellery online are probably not your
customers anyway.
But hang on… this is not a reason for jewellers
to become complacent. The battle between
the online and traditional sectors appears far
from won, which is why traditional jewellers
should be pushing harder than ever to
strengthen their positions in the market.
One way to do this could be as part of a
larger collective. After all, there’s always been
strength in numbers.
Turn to our biennial Buying Group Report on
page 23 for more about that.
Coleby Nicholson
Editor
March 2018 Jeweller 9

UPFRONT
“Buy the best
quality that
you can afford
from a qualified
jeweller you
trust or has been
recommended to
you – and follow
your heart!”
What advice would you give your customer?
MICHAEL ALBRECHT,
MICHAEL ALBRECHT
JEWELLERY
BULLETIN BOARD
n JEWELLERY BYTES
Computer company Dell has
announced it has launched a recycled
gold jewellery collection. The limited
edition collection is sourced from gold
recovered from recycled computer
parts and includes 14 and 18-carat
rings, earrings and cufflinks.
n READY, SET, ASSEMBLE
International beauty and fashion brand
Goop found some serious success
when it categorised its in-store offering
into unique categories such as ‘Under
18’, ‘The Traveller’ and ‘Ridiculous but
Awesome.’ Jewellery retailers could use
this for inspiration and do the same
with their available stock – additional
ideas include ‘Men’, ‘Summer Holiday’
and ‘Date Night’.
n BEJEWELLED TREATS
One retailer cooked up an inventive
way to promote its customised
jewellery offering – selling baked
goods adorned with pearls, diamonds
and sapphires. Retailers could adapt
this idea on a smaller scale for annual
events such as Valentines Day or
Mothers Day. Now that’s some serious
food for thought!
“Don’t bring
mum when
trying to design
your future wife’s
(or your own)
engagement ring.
More often than
not, she’ll make it
even harder.
Sorry mum!”
DIGITAL
BRAINWAVE
LANI WILLIAMS,
WINDFALL JEWELLERY
“Make sure you
drop into the store
once or twice a
year to have your
jewellery cleaned,
checked and to
say hello.”
TONY SOFOULIS,
VILLAGE JEWELLERS
STORY TIME
Say hello to Instagram’s newest features: Stories
Highlights and Stories Archive. Retailers who
use Instagram Stories to post behind the scenes
snippets or to introduce new offerings would be
well advised to take advantage of these new tools,
which allow users to hold on to their fleeting stories
more permanently. Stories Highlights are still stories that disappear after 24 hours;
however, they will now reside permanently on retailer’s profiles, meaning there’s
even more opportunities for consumers to respond and interact. Every story will now
also be automatically saved to Stories Archive, where retailers can also file posts away
for later use. Story time has never been better.
TOP PRODUCT
Love In A Jewel’s 9-carat gold pendant
features a special compartment for storing
a precious memory. It features 26 brilliant
cut diamonds and is available in white gold
and sterling silver. The piece was the most
popular product last month ranked by
views at jewellermagazine.com.
VOICE OF THE AUSTRALIAN
JEWELLERY INDUSTRY
jewellermagazine.com
Managing Editor
Coleby Nicholson
Assistant Editor
Alex Eugene
alex.eugene@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
Production Manager
& Graphic Design
Jo De Bono
art@gunnamattamedia.com
Accounts
Paul Blewitt
accounts@gunnamattamedia.com
Subscriptions
info@jewellermagazine.com
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Copyright: All material appearing
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Reproduction in whole or in part is
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Gunnamatta Media Pty Ltd strives to
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10 Jeweller March 2018

NEWS
NEWS
“Best ever” buying group conference
Industry initiatives, business solutions for the
‘new normal’ environment and the launch of
an international diamond brand were all on
the agenda at Nationwide Jeweller’s recent
annual conference.
The buying group’s 2018 Time Out
conference, held from February 9-11, drew
around 150 attendees who represented 80
stores across Australia and New Zealand.
Managing director Colin Pocklington said
feedback was that it had been one of
Nationwide’s “best ever” events.
“We were pleasantly surprised, but
somewhat shocked by the success of our
buying day,” Pocklington said. “All of the
content was structured around our five
strategies – with 21 action points – for
members to prosper in 2018 and beyond.
“A few suppliers said it was the best ever. We
will have a better idea in about a week when
we collate the order totals,” he added.
Despite the current ‘flat’ conditions of the
industry, Pocklington offered pragmatic but
positive advice for jewellers.
“I presented an analysis showing that the
difference between doing nothing, and
implementing [our business strategies]
could be a sales increase of up to 85 per
cent. It sounds a lot, but one action alone
makes a 14 to 18 per cent difference.”
Local horse inspired jewellery
In a move expected to provide a point of
difference in the local market, New Zealand
supplier Fabuleux Vous has collaborated
with two renowned equestrians on a
jewellery range inspired by horses,
Greg Smith and Corey Miln. The collection
is named ‘Breeze’ after a champion
racing horse.
NATIONWIDE FEBRUARY CONFERENCE: “BEST EVER”
The founder of Indian diamond brand Divine
Solitaires, Jignesh Mehta also flew in for
the conference to present diamond and
marketing support material to members.
11 orders were placed by members after
the presentation “on the spot” and more are
expected to be received shortly.
Apple Watch
outperforms
Swiss industry
According to a report from research
company International Data Corporation
(IDC), Apple sold more watches than the
entire Swiss watch industry in the fourth
quarter of 2017.
While the Swiss Watch Industry (SWI)
reported 6.8 million units sold between
October – December, Apple’s global
smartwatch shipments reached
approximately 8 million units.
While figures are only estimates as
Apple does not report quarterly unit
sales and the SWI does not include sales
of watches within Switzerland, Apple’s
increased watch sales have been largely
attributed to the release of its third
version of its Apple Watch, which began
shipping in late September 2017.
Francisco Jeronimo, research director
at IDC European Mobile Devices, was
reported as stating the figures showed
Apple was starting to “increase its
dominance” over the watch industry.
“Even if people prefer the look of
mechanical or quartz watches, Apple
could easily switch into that market
with hybrid models that look like Swiss
watches, but talk to smartphones,” he
added.
“There is always a spike in Q4 that
cannot be sustained throughout the
year. [However], other industries made
the mistake of ignoring this sort of threat
for too long,” Jeronimo added.
The International Data Corporation is a
global advisor on market intelligence
and consumer technology markets. It is
headquartered in Boston and has offices
across Europe, America and Asia-Pacific.
“I have known Greg and Corey for more than
12 months now and [the partnership] came
up in conversation due to Greg’s strong
fashion background,” Fabuleux Vous director
Director Helen Thompson-Carter said.
The Breeze collection consists of pieces
for men and women and is crafted from
925 sterling silver. Items include necklaces,
pendants, cuff links, tie slides, stud earrings
and disc charm bracelets.
The collection will be available through
FIRST VIEW: FABULEUX VOUS BREEZE COLLECTION
Fabuleux Vous, select equine retailers,
and Smith and Miln’s joint business GC
Equestrian from 15 March.
The collection will be launched at New
Zealand’s renowned equestrian event ‘Horse
of the Year’ which runs from 13 – 18 March.
+ MORE BREAKING NEWS
JEWELLERMAGAZINE.COM
APPLE CHALLENGES SWISS MADE WATCHES
March 2018 Jeweller 11

NEWS
TW Steel motorsport deal extended
Dutch watch brand TW Steel and Australia’s
Red Bull Holden Racing Team’s ongoing
collaboration has resulted in the launch of a
new limited edition timepiece.
Phil Edwards, managing director of TW
Steel’s local supplier Duraflex Group Australia
(DGA), confirmed a new Red Bull Holden
Racing Team Limited Edition watch would
be released this month.
“Retailers have capitalised on the
dynamic brand alignment between the
Red Bull Holden Racing Team and TW Steel.
The power and influence of the Red Bull
logo drives foot traffic and in turn, sales,”
Edwards said.
“Retailers have had the opportunity to
leverage this partnership and the reach
– of both the Red Bull and Holden/Supercars
Perth Mint to launch cryptocurrency
The Perth Mint has announced it is
developing its own cryptocurrency that will
be backed by precious metals.
According to reports, Perth Mint chief
executive officer Richard Hayes said that the
prospect of offering a ‘crypto-gold’ product
was most likely a “world first”.
“With a crypto-gold or a crypto-precious
metals offering, what you will see is that
gold is actually backing it,” Hayes said.
“It will have all the benefits of something
that is on a distributed ledger that settles
Olivia Burton gets physical
UK jewellery brand Olivia Burton will open
its first store six years after launching as an
online watch retailer.
The venture is said to be a positive sign of
an online jewellery business moving into
bricks-and-mortar, despite tough retail
trading conditions.
Olivia Burton is distributed by West End
Collection in Australia and New Zealand
and is stocked by Selfridges, Topshop, David
Jones and Myer.
Lesa Bennett and Jemma Fennings founded
Olivia Burton in 2012. After its launch,
the brand expanded into wholesale and
brands – to tap into a new and lucrative
customer segment and capitalise on
the hot demand for merchandise and
limited products.”
The new Limited Edition watch was
scheduled to be launched in time for the
opening round of the annual Adelaide
500 motor racing event .
very quickly, that is easy to trade, but is
backed by precious metals so there is
actually something behind it.”
Hayes said a date for the launch of the
crypto-gold product had not yet been
confirmed, but he expected “significant
movement” in the next twelve to
eighteen months.
Established in 1899, The Perth Mint is
Australia’s only gold and silver facility
accredited by the London Bullion
Market Association.
introduced jewellery to its portfolio. Its
watch offering, which comprises Miyota
quartz movements, stainless steel and
leather straps, is available in 27 countries.
+ MORE BREAKING NEWS
JEWELLERMAGAZINE.COM
IN BRIEF
*
BLING ON THE MENU
McDonalds have commissioned
international jewellery designer Nadine
Ghosn to create a burger ring dubbed
the ‘Bling Mac’. The stackable ring
features an 18k gold bun and white
diamond sesame seeds, plus other
precious gems representing the meat
patty, lettuce, cheese and special sauce.
The ring is reportedly valued at over
AU$15,000 and will be given away to one
lucky Twitter winner.
*
BASELWORLD LOSES BROADS
Watch brand Breitling will remove
provocatively dressed women from
its Baselworld pop art display. Chief
executive George Kern recently told
Swiss newspaper SonntagsZeitung that
such depictions of women “were no
longer suitable and do not reflect
values of today’s society.”
*
RARE DIAMOND COIN RELEASED
The Perth Mint has revealed an 18-carat
gold coin with fancy coloured pink
diamonds. The ‘Jewelled Phoenix’ was
crafted from 99.9 per cent pure gold and
inset with 1.22 carats of rare, natural fancy
pink diamonds from the Argyle diamond
mine, Western Australia. Featuring a
flowering paulownia tree and priced at
$188,000, only eight coins exist, making
it one of the rarest collectible coins in the
world. Manager of minted products Neil
Vance told ABC News: ““The phoenix is
meant to bring happiness and prosperity,
so from that point of view it’s very
popular in Chinese culture.”
*
UNIQUE DIAMOND ON DISPLAY
A 102.34-carat white diamond
described as one of the world’s most
“extraordinarily rare” stones was recently
put on public display in London by
Sotheby’s. According to the auction
house, the D colour, flawless, round
brilliant-cut diamond – which will be
available for private purchase only – is
said to be the only known round brilliant
cut diamond over 100 carats that is
‘perfect’ in colour, clarity and cut.
12 Jeweller March 2018

EARRINGS
The
BOLD
and the
beautiful
WHEN IT COMES TO EARRINGS
THIS SEASON, IT’S SIMPLE:
THE BIGGER, THE BETTER.
ALEX EUGENE REPORTS.
he age of statement jewellery is back: because for today’s styleconscious
consumer, standing out from the crowd is essential.
When it comes to the most-wearable piece, earrings win handsdown.
Whether feminine, masculine or androgynous, adults and
teenagers of both genders all use earrings to set off their outfits. There’s just
something about them that’s perfect for everyone.
This makes earrings a retailer’s best weapon in terms of sales. After all,
earrings have proven through the centuries to be some of the most
enduring accessories.
“Scatter pins and earrings, charm bracelets and necklaces were worn daily
in the twentieth century,” journalist Maureen Zambito wrote in January for
online news site The Intelligencer. “By the 1960s, fashion had changed and
trends brought less-ladylike looks and a hippie, mod fashion… but still
earrings were important.”
WHAT’S OLD IS NEW: A COMEBACK
In the 1960s, English model Twiggy was turning heads by pairing loud outfits
with enormous plastic earrings. In the 1970s, David Bowie’s bedazzling
outfits often included bright, dangly earrings – both pairs and singles. In the
1980s, pop icons Madonna, Prince and George Michael were just a few to
continue the trend.
The vintage look is now well and truly mainstream. Today’s jewellery
designers are re-working styles from all the major fashion eras and earrings
are no exception.
“We’ve seen a major trend in statement earrings for the past year or so and
that seems to be strong for the coming year as well,” says Nina Agerskov
Myrlund, communications manager at Dryberg/Kern, a brand carried by
Australian supplier JLM.
According to Myrlund, the trend for wearing a silver earring in one ear and
gold in the other is increasing, while Cheryle Roberts, managing director of
supplier Stones & Silver, says hoop earrings – both small and large – have
been the brand’s best-selling category at recent trade shows.
“It looks like the 1980s disco era is making a comeback and it’s even stronger
for 2018,” Roberts notes.
Chloe Sandland, marketing manager at Buckley London, believes that
designs have become more “daring”, with large, colourful statement earrings
hitting mainstream fashion.
“Chain and tassel drop earrings, oversized hoops and mismatched styles
have all recently been introduced to the high street,” Sandland says, adding,
“Our Autumn/Winter 2018 collections feature earrings with mixed shapes,
multiple settings and a focus on drop styles.”
March 2018 Jeweller 13

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Helen Thompson-Carter, director of Fabuleux
Vous also agrees that the trend to wear one
short and one long earring is currently in
vogue, having gathered momentum in the
past six months.
“Earrings are going to be big – in size,
statement, and a dare-to-be-different quality,”
she says. “Colour is in!”
Brisbane-based gem dealer Charles Lawson
also says he has seen designers creating “twin
earrings where each earring is matched in
style but not identical to the other”.
“In the fashion side of things, there are a lot
of colourful tassel earrings coming through,”
he says. “This trend can be translated to fine
jewellery easily by using a top stone in bright
coloured gems with interesting shapes like
flat-cut ruby, rough shards of tourmaline and
tassels made using fine chain.”
Lawson also believes the trends will translate
to the local market: “I am most excited to see
many different coloured stones used together
to create stunning designs. These often use
opal as a centre stone.”
According to Pastiche director Amy Bradley,
top sellers over summer for the supplier
have been “large, fine hoops with interesting
details, as well as our tassel earrings in
various colours”.
The rapidly-expanding penchant for
layering is also allowing consumers to wear
earrings of different styles all at once. “As the
jewellery-layering trend continues to grow,
we’re expecting petite hoops that can be
easily paired with other pieces to be big for
2018,” explains Jemma Fennings, co-founder
of London-based line Olivia Burton. “We’ve
also responded to the trend for multiple ear
piercings with a new line of teeny-tiny hoops.”
If all these crazy trends sound out of
alignment with fine jewellery, think again.
TRENDING: THE FASHIONABLE RETURN
OF FINE JEWELLERY
While fashion trends change like the wind,
precious metals and stones last a lifetime.
This is one reason why fine jewellery
becomes sentimental and treasured, while
fashion jewellery is considered seasonal and
somewhat disposable.
The lines have blurred between fashion and
fine jewellery in recent years, as suppliers
from both sectors incorporate different
materials and styles in a bid to occupy the
upper middle market.
Fine jewellery is also increasingly seen in a
fashion context as celebrities and fashion
influencers turn towards bespoke statement
pieces, like Hollywood style icon Elizabeth
Taylor before them in the extravagant 1950s.
Last month, music and fashion goddess
Beyoncé made a gob-smacking appearance
at the Grammy Awards. Dressed all in black,
the pop star rocked a pair of 70-carat,
diamond and titanium drop earrings
designed by Lorraine Schwartz valued at over
$US6 million ($AU7.6 m).
Cue what has been dubbed “the fashionable
return of fine jewellery” by style gurus
around the world. No longer considered only
appropriate for formal occasions, precious
pieces are reclaiming runways across the US
and Europe, and Australia is set to follow.

EARRINGS
Consequently, jewellery retailers now have customers asking for the
best of both worlds.
“We’ve seen that consumers are looking to regularly update their
jewellery box with quality pieces that will stand the test of time,”
Fennings says.
Yellow gold, historically the domain of mature markets and high-end
pieces, has also now become a hot item for the young.
Bradley agrees: “Yellow gold is definitely on the rise; it has made a
smooth transition from traditional jewellery items like heirlooms and
wedding bands into the fashion jewellery market.”
In response, Pastiche’s youth brand Dear Addison recently launched
the Sunshine Collection, themed around “sweet and delicate yellow
gold-plated pieces”.
THE YOUNG ONES
Beyonce’s red-carpet appearance is important because she’s a hero
for Millennials, Gen Y and even the upcoming ‘iGen’ age group. Young
consumers want what celebrities have.
“It’s all about social media these days. The Millennials find inspiration
online by looking to influencers that they relate to,” Myrlund explains.
“It’s peer-review golden days and in order to reach the younger
generations, we need to meet them on their ground – Instagram,
Facebook, and Pinterest.”
Fennings says that Olivia Burton has a “particularly loyal, active
following on Instagram”, and that engaging customers in online
conversations about new products has boosted sales. However,
Thompson-Carter points out that those same generations want
a lower price point, holding “no sentimental value or emotional
connection to the pieces purchased”.
“Looking good is what is important,” she explains. “Social-media
platforms with quality imagery, brand association and influencers’
choices are important to this group.”
So while Beyonce’s million-dollar diamond earrings are the desired
look, jewellery designers must strike the right balance between
materials and price.
“The demand for bigger styles can put an added pressure on suppliers,
and consequently retailers, to maintain competitive prices,” Bradley
says, adding that Pastiche is using stainless steel to address the
demand for earrings in prestige styles at affordable prices. “Producing
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PASTICHE
STONES & SILVER
the bigger styles in stainless steel allows us to deliver on size with a
desirable price tag.”
The brand is also experiencing success with single earrings.
“We have definitely seen a growth in our earring sales and have
increased our offering, developing many more designs that are
standalone rather than simply part of a set,” she adds.
Sandland also points to single earrings as a practical way of lowering
price points for consumers.
“Two-part earrings and earrings that can be worn multiple ways were
recently introduced to the Buckley London range and we see this
trend continuing into 2018,” she explains. “These earrings offer great
value for money, giving the wearer numerous styles in one product.”
If satisfying the demand for fine jewellery wasn’t challenging enough,
Lawson says younger clients are also keen to own custom-made
jewellery, but of course at affordable prices.
“They don’t want to spend too much so [they choose] a pair of
calibrated-size citrine stones or some Australian opal free-forms,” he
says. “They are also more open to using the rough gemstone material.”
Myrlund says the rise of lower-end chain stores, which are able to
meet market demand with demi-fine and imitation precious jewellery,
present a welcome challenge. “Giants such as H&M and Zara will retail
a pair of statement earrings at almost one-tenth of our price,” she says.
“The quality is, of course, incomparable to ours; however, it pushes us
to perform our best in metrics such as branding, production, design
and marketing – [the chains] keep us at the top of our game.”
Inevitably, as fine jewellery becomes more accessible – or at least the
look of fine jewellery – the view of when and how it should be worn is
changing also.
ACCESSORIES WITH BLING
In 2018, it’s normal to dress for the beach but accessorise for a grand
ball. Whether it’s denim and diamonds, or cotton t-shirts and gold –
there’s no limit on using fine jewellery to complement loose, lazy looks.
Anissa Kermiche, jeweller and fashion editor of WhoWhatWear.com
wrote in December 2017 that her single Mobile Doré Earring – made
with 18-carat yellow gold and a freshwater pearl – would be “perfect
with jeans and a t-shirt”.
Sandland says Buckley London has also seen demand for earrings that

EARRINGS
suit various dress styles both as singles and in pairs. “Although larger
statement earrings have been a major fashion trend, we have also
seen a rise in sales of our more classic and simple earring styles,” she
explains. “This shows that there is still a demand for earrings that can
be worn every day and for any occasion.”
AROUND THE WORLD
In the fashion world, it’s common knowledge that what is seen in
Europe and the US will hit Australia within two to four years. With that
in mind, Australian designers are planning accordingly.
“We always have very exciting releases of on-trend jewellery,
sometimes well ahead of consumer demand,” Roberts says. “For
example, our black rhodium-plated products have started very strong
in 2018, even though we released them in early 2017 with little interest
at that time.
“Large hoops, statement pieces, rose gold-plated earrings and filigree
designs are still increasing in popularity. Very few are after the small
and dainty traditional earring this year,” she adds.
Notably, and in direct opposition to this statement, Fennings
commented recently about their mostly UK-based customers: “We’ve
noticed a shift away from statement jewellery towards micro styles.
Our collections are characterised by delicate proportions so it’s really
exciting to see people are falling for daintier pieces.”
For Bradley, a seamless combination of trend and taste is paramount.
“We are always watching trends around the world,” she says. “Our
design team is mindful to consider and align with new trends during
their design process, but in a way that is distinctly Pastiche and caters
to our loyal fan base.”
Over at Fabuleux Vous, Thompson-Carter says, “We follow what is
happening globally – especially Europe and the US – and try to stay as
far ahead of the game as we can. Because we work with some brilliant
suppliers, we are well positioned to bring new and interesting quality
designs to the market.”
Even as a gem dealer, Lawson admits that fashion is equally important
to his business.
“I do need to keep stock of the next big trend. With the Pantone
colour of the year being violet, I
have acquired some beautiful purple
and violet gems such as amethyst,
garnet and sapphire to meet the
demand,” he says.
As fine jewellery and mainstream
fashion collide again in 2018, rising
demand for statement pieces
means jewellers can expect a larger
demographic of shoppers.
Whether consumers are young
or old, big spenders or frugal, earrings
are on the must-have
list for all of them. i
JLM

SNEAK PEEK
It’s a
sneak
peek
WITH 2018 IN FULL SWING, MANY RETAILERS HAVE
BEEN WAITING WITH BATED BREATH FOR THE NEWEST
JEWELLERY RELEASES. NOW, JEWELLER HAS ROUNDED
UP AN EXCLUSIVE SNEAK PEEK OF WHAT’S SOON TO
HIT THE MARKET – SO EXCLUSIVE, IN FACT, THAT SOME
ARE STILL AT SKETCH LEVEL. FEAST YOUR EYES…
Allure South Sea Pearls
This exclusive sketch is the first view of a collection that
highlights the contrast between nature’s elements. The
pictured piece is 18-carat white gold, with round brilliant cut
white diamonds and Australian South Sea pearls.
Bolt International
Named after one of the country’s most popular
beaches, Bausele Australia’s latest creation ‘Noosa’
encases grains of sand from Whitehaven beach
to keep with you forever. Swiss made, and
50m water resistant.
Couture Kingdom
Created to mark Disney’s 90th birthday, Couture Kingdom
presents the Mickey Mouse Limited Edition Collectable
series, to be released in October.
18 Jeweller March 2018

Silver Fusion
Jewellery
Cudworth
This bracelet from Tateossian London features
frosted striped agate stone and wood beads
combined, finished off with highly polished
sterling silver gear sticks in the centre.
Stunning European 925 sterling silver
jewellery now available in Australia & NZ
Daniel Bentley
Borne from a decade’s worth of Danish architecture
experience, each hand crafted Daniel Bentley piece reflects
Bentley’s fascination with Danish design. With sharp edges
and a striking contrast of brushed and polished surfaces, the
new ‘Tribute’ collection is sleek and modern.
Norwegian
Children’s
Jewellery
Fabuleux Vous
Created to capture the essence of love, ‘the Heart
series’ features delicate sterling silver pendants for
earrings and necklaces and is available now.
Tahitian Pearls
AUSTRALIA
Heart & Grace
Designed to expand on their bracelet
range that was released in December
2017, these pieces are pending release.
Pictured are the Essentielle rose gold
double chains petite hexagon necklace,
and the Idylle rose gold marble hexagon
pendant necklace.
South Sea cultured black
pearls from the pristine
waters of Tahiti
no minimum orders or online sales
vibekehenriksen@hotmail.com
0411 725 740
119 Kiera Street, Wollongong NSW 2500

Jewellery Findings
for Repairs &
New Creations
Dryberg/Kern – JLM
The ‘Alecia earpost’ stud sets are also available in yellow
gold or rose gold. They come adorned with multiple facet
crystals and logo design.
Les Georgettes
Shop
Now
From the Les Précieuses collection, the
bestselling ‘Girafe’ design bracelet is patent
yellow leather and bluestone, with a gold
finish and a touch of sparkle. 40mm length,
and available from this month.
Nikki Lissoni – Duraflex
Nikki Lissoni is an interchangeable collection that “allows
your jewellery to be a true extension of how you feel”.
Each piece is designed by Dutch and Thai designers and
is precision cast and hand-finished. This piece is from
the upcoming release.
* Fully guaranteed *
* Express delivery *
* Best quality findings *
Enquire Now
1800 811 116
sales@peekays.com.au
www.peekays.com.au
facebook.com/peekaysfindings
Nomination
From the new Silver Enamel collection released last month, these brightly coloured links
are available for their personalised, composable bracelets. Distributed by Timesupply.

Oozoo
From Pernille Croydon Jewellery, Denmark,
the new North Collection comprises the
‘Glacier’ necklace inspired by the natural
beauty of Iceland, the piece is 18-carat gold
plated sterling sliver, with blue milk glass.
Osjag
From Breuning, Germany comes the Pure Elegance
collection. This 9-carat gold ring includes black diamonds,
and is also available in 14 and 18-carat gold, with a choice
of rose, yellow or white gold.
Pastiche
The new Dusk to Dawn Collection for Autumn/Winter, released
in January by Pastiche is “inspired by light and shade, and the
beauty of the moments between”. Pictured is the rising sun set,
made from stainless steel in a warm rose gold.
Pink Kimberley – Sams Group
These Kimberley Rosala, Soiree and Prose rings feature superb fancy cut
Argyle pink diamonds that are surrounded by a double halo of white
and Argyle pink diamonds. Crafted in 18-carat rose and white gold.
Seiko
To celebrate the 25th anniversary of the Grand Seiko 9F
quartz caliber watch, a commemorative collection of
just 1,500 pieces will be released in April. Pictured is the
second commemorative edition with 18-carat gold bezel.

Shriro
Landing at the end of this month, the GST400-1A9 is shock
and magnetic resistant, features LED lights and world time,
and is crafted from stainless steel.
Stones & Silver
This round filigree necklace is 925-carat sterling silver,
with rose gold plating and comes with a 45cm+5cm
extension necklace. Matching earrings are also available.
Tahitian Pearls
Featuring the beautiful colour of
Tahitian pearls, this genuine silver ring is
hand assembled in Australia.
Thomas Sabo – Duraflex
“Go, collect and celebrate life” – that’s the spirit of the
new Generation Charm Club collection from Thomas
Sabo. Featuring high quality hand crafted pieces, the new
designs include vintage symbols, letters and talismans to
allow the wearer a true expression of their uniqueness.
SAMS GROUP
AUSTRALIA
E pink@samsgroup.com.au
W samsgroup.com.au
P 02 9290 2199

BUYING GROUPS
Birds
of a
feather
etail buying groups began as a way for
different businesses to band together to
source better prices and products as a
collective. It was also was a way to gain
a competitive edge over your rival however, in
today’s digital age your ‘local competitor’ is just as
likely to be overseas.
Worse, small business owners now find themselves
competing with international online giants as well
as chain stores, which has meant that local retailers
must continually innovate.
In addition, the changing marketplace has meant
that Australia’s three jewellery buying groups have
had to refocus their strategies to accommodate
shifting consumer shopping habits and, what
many now call, the ‘new normal’ of retail trade.
Has there ever been a greater need for birds of a
feather to flock together?
Jeweller’s 2018 biennial Buying Group Report
offers some answers. Read on …
March 2018 Jeweller 23

BUYING GROUPS
Birds of a feather
together
stick
THE CHALLENGES FOR BRICKS–AND–MORTAR RETAILERS ARE
SHOWING NO SIGNS OF ABATING. ALEX EUGENE REPORTS ON WHY IT’S
STILL A SMART MOVE FOR RETAILERS TO BELONG TO A BUYING GROUP.
hallenging is the word Mike Dyer, sales manager Retail Edge uses to
describe the current retail environment. When asked to expand, he laughs
and calls it “bloody challenging”.
“Having said that, January was reasonably good, enough for people to be
noticeable,” Dyer says, adding that he intends to keep an eye on developments.
Two years ago, when Jeweller’s last biennial buying-groups report was published,
industry consensus was similar – a mixture of factors had combined to create “flat”
retail trading conditions. These factors included rising rents in shopping centres,
conservative spending habits of consumers and, inevitably, the growing impact of
online shopping. All of these are still issues today, leading some industry analysts
to dub flatter retail conditions as “the new normal”.
“The new normal is the most significant challenge that most retailers will ever
have faced,” says Colin Pocklington, managing director of Nationwide Jewellers.
“The changes in retail, particularly in discretionary spending, have been and will
continue to be quite dramatic. In Australia, these changes have been exacerbated
by a prolonged period of stagnant income growth and unemployment,” he adds.
After interviewing the heads of all three major buying groups in Australia, one
strong message comes through: in hard times, sticking together is essential.
“We all need to work together as an industry to ensure the simplest path from
manufacture to sale,” says Leading Edge general manager Joshua Zarb.
Carson Webb, general manager of Showcase Jewellers, also believes the power
of community is invaluable.
“Many of the long-term retailers who belong with buying groups will tell you that
they are not just members for discounts – those days are long gone,” he says.
Zarb and Webb aren’t the only industry stakeholders who remain confident in
the face of adversity. Dominique Lamb, CEO and director of the National Retail
Association, has great faith in the strength of jewellers.
“This is nothing new to Aussie retailers who have proven time and again how
adaptable and innovative they can be,” she says.
THE DIGITAL BOGEYMAN
Much has been written about the negative effect of internet shopping on
traditional retailers. But according to Dyer, e-commerce is not as heavily to
blame for dwindling jewellery sales as some might think.
“The industry certainly isn’t dying in the face of online sales – there’s no doubt in
my mind about that,” he says. “From what I’ve observed with our clients, typical
online sales are at best around eight per cent of [total] sales.”
Dyer says this is because online stores still can’t replicate the sales opportunities
24 Jeweller March 2018

that come from face-to-face interaction.
“Because of the emotional attachment and
the dollar value of the product, and therefore
the risk involved, there’s still a significant
amount of face-to-face contact and the
ability to sell based on the intrinsic value
of the product, rather than just price alone,”
he explains.
Lamb dismisses the idea that traditional
jewellers should cry ‘unfair’ about the
emergence of online retailing.
“The idea of clicks versus bricks is no longer
relevant as technology has become a
fundamental component of retailers’ overall
strategies,” she explains.
“This has enabled retailers to provide a far
more comprehensive shopping experience.
Participation is the key component for the
modern consumer so retailers are now
moving toward offering multiple streams to
increase digital engagement, as well as instore
offerings,” Lamb continues.
“Each of these enhances the other to create a
true, omni-channel approach.”
This doesn’t mean jewellers who feel left
behind in the digital revolution should panic.
In fact, this is exactly where buying groups
come in. All three groups have understood
from the beginning of the digital era how
crucial it is to be on board, and have plenty of
solutions to help their members.
“We are digitally savvy and have the skills for
members to ask anything related to social
media, video and photography,” Webb says.
“We also have many free assets for them
including product and non-product image
downloads – our members should not want
for anything in this department.”
Zarb is also quick to point out the digital tools
available for Leading Edge members.
“A seamless online and in-store experience
features heavily on our radar at Leading Edge.
“For us as a buying group, we will continue
to invest in this area to ensure our members
have access to the technology to help them
compete in this new digital world,” he says.
Nationwide’s approach is no different.
“We continue to update and modify the
many benefits and services that we offer in
order to stay ahead of the game and provide
the best possible support for the retailers in
our group,” Pocklington confirms.
NECESSITY IS THE MOTHER OF INVENTION
Internet technology has gone into overdrive
but so have creative solutions, with new
services and ideas popping up everywhere in
retail, according to Lamb.
“Retailers here and globally are already
“THE GROWTH
WILL BE IN THE
ONLINE SECTOR,
THEREFORE BUYING
GROUPS SHOULD
BE OFFERING
RETAILERS
ASSISTANCE
WITH THIS”
RUSSELL
ZIMMERMAN
partnering with tech companies and investing
more in areas like conversational commerce,
the use of artificial intelligence and chat bots
to interact with customers. This generates
incredible feedback and data capture on what
customers actually want so retailers can refine
their offerings even further,” Lamb explains.
Russell Zimmerman, executive director of
the Australian Retailers Association, says it is
important for buying groups to lead the way
in this area.
“The growth in retail will be in the online
sector, therefore buying groups should be
offering their retailers assistance with this
– from assisting with websites to delivery
support via secure, fast, efficient and costeffective
delivery systems,” he says.
Zarb says this is exactly what Leading Edge is
doing: “In 2018 we will see refinements to all
our platforms and the launch of a bespoke
Jewellery Concierge app, bringing the
in-store and online experience together to
increase sales.”
It’s top of mind at Showcase too.
“There’s probably never been a better time to
be with the group,” Webb states.
“We have resources that are second to none
that members simply couldn’t tap into as
a stand-alone business. These include an
e-commerce, mobile ready web platform that
has Google, YouTube and Pinterest built in.”
GROUP TOTALS - AUSTRALIA
TYPE NATIONWIDE SHOWCASE LEADING EDGE TOTAL
MEMBERS 335 152 135 622
STORES 393 212 195 800
GROUP TOTALS - NEW ZEALAND
TYPE NATIONWIDE SHOWCASE LEADING EDGE TOTAL
MEMBERS 70 26 3 99
STORES 75 23 23 121
LEADING EDGE HAS ENTERED THE NEW ZEALAND MARKET FOR THE FIRST TIME
GROUP TOTALS - INTERNATIONAL
TYPE
NATIONWIDE
FIJI
SHOWCASE
VANUATU
TOTAL
MEMBERS 1 1 2
STORES 4 1 5
MEMBERS AND STORES OUTSIDE OF AUSTRALIA AND NEW ZEALAND
TOTAL NUMBER
926 723
STORES MEMBERS
For Pocklington, the most important thing
jewellers can do is focus on building a unique
brand to set themselves apart.
“Custom design continues to increase
and we are launching a major marketing
initiative early in 2018 to assist members to
substantially grow this part of their business,”
he says.
“Merchandise of a fashion nature is now
a much larger proportion of the average
retailer’s stock holding than ever before. It
is essential that retailers review their brand
performance every six months using the tools
we have provided.”
This detail isn’t lost on Webb who says,
“We believe whilst there is a reduction in
the number of retail jewellers out there, it’s
also pushing up the quality of standards
demanded by consumers. It’s simply not good
enough to house various brands in an old site,
March 2018 Jeweller 25

BUYING GROUPS
NATIONWIDE - AUSTRALIA
COMPARISON NSW VIC QLD WA SA TAS ACT NT TOTAL
2018 - Members 108 77 67 30 33 10 8 2 335
2016 - Members 121 88 85 35 38 11 11 2 391
Variance -13 -11 -18 -5 -5 -1 -3 0 -56
2018 - Stores 127 94 82 32 34 10 12 2 393
2016 - Stores 137 92 95 36 38 11 16 2 427
Variance -10 2 -13 -4 -4 -1 -4 0 -34
* EXCLUDES 70 MEMBERS AND 75 STORES IN NEW ZEALAND AND 1 MEMBER AND 4 STORES IN FIJI
pop in a casual extra and hope it all goes well
– those days are gone.”
REASONS TO BE A GROUPIE
While getting that ‘group discount’ is still a big
drawcard for joining a buying group, it’s only
a tiny part of why joining one can prove to be
beneficial – or even necessary these days.
Dyer believes a sense of community is one of
the greatest benefits retailers get from being
part of a group. When jewellers get together,
they can share their problems and devise
solutions together.
“I think one of the most significant things in a
challenging time like this is communication
with your peers – not mix of product,
extended credits or anything else,” Dyer says.
One of the biggest problems he has observed
for retail jewellers is “finding the motivation to
do something new”.
In the face of the constantly changing market,
Dyer believes retailers “don’t see an answer;
they just see more problems.”
That’s where unity and discussion become so
valuable, he explains.
“At [buying-group] meetings there’s a chance
to communicate; where retailers can tell each
other, ‘You’re not the only one with these
SHOWCASE - AUSTRALIA
problems. Here are some ways you might
choose to tackle these things,’” Dyer says.
Zarb agrees: “Our members are looking for
help on how to compete in this challenging
environment, specifically on getting shoppers
through the door and spending more money
once they are there. They have certainly
moved away from the ‘group-purchasing’
mindset; it has shifted from a ‘discount’
mentality to a ‘value’ mentality.”
To Zarb and Webb, the real value of
membership lies in the support that buying
groups offer to retailers.
“It can be very daunting trying to run a
successful jewellery retail business without
the data analysis and market trend advice
that buying groups offer,” Zarb continues.
“We provide the ‘road maps’ for members to
use at their discretion to maximise efficiencies
in stock purchasing and reducing unplanned
or wasted purchases.”
Webb agrees: “The retailers require more
than a discount or a bit of credit, which we all
know is built in somewhere.”
According to Pocklington, Nationwide has
seen strong results arise from helping their
members with business strategies.
“Our exclusive Industry Best Practice
COMPARISON NSW VIC QLD WA SA TAS ACT NT TOTAL
2018 - Members 61 30 40 7 5 8 0 1 152
2016 - Members 60 30 40 7 5 8 0 1 151
Variance 1 0 0 0 0 0 0 0 1
2018 - Stores 76 47 63 10 5 10 0 1 212
2016 - Stores 81 40 68 12 6 9 0 1 217
Variance -5 7 -5 -2 -1 1 0 -5
* EXCLUDES 26 MEMBERS AND 23 STORES IN NEW ZEALAND AND 1 MEMBER AND 1 STORE IN VANUATU
“THERE’S STILL
A SIGNIFICANT
AMOUNT OF FACE-
TO-FACE CONTACT
AND THE ABILITY
TO SELL BASED
ON THE INTRINSIC
VALUE OF THE
PRODUCT”
MICHAEL DYER
Programme is already resulting in a substantial
improvement to sales and profits for many
members,” Pocklington explains.
“More and more retailers are realising the
importance of the business support services
that we provide.”
Coming back to that group discount,
Pocklington adds that it’s not just the savings
but also the origin of a product that is
important for members.
Nationwide therefore selects suppliers based
on what is best for their members.
“We review suppliers twice a year and are
always on the lookout for new product
opportunities that will enhance our members’
businesses,” Pocklington says.
Webb also stresses the importance of
member needs in relation to suppliers.: “We
are owned by the members and work for
members so we’re in the business of growing
the retailers’ businesses,” he says.
“To do that successfully these days, it’s so
much more than just a purchasing discount.
We introduce new suppliers with open arms
and work diligently on their success but,
ultimately, the retailers decide what’s right for
them and their clients,” Webb continues.
“In fact, many of our core jewellery suppliers
are trading up this year so that’s a positive sign
for suppliers, members and us.”
THE WAY FORWARD
The sentiment across the three buying
groups is that the future still holds a place for
traditional retailers.
For all the options and bargains the internet
can offer, it will never be able to compete
with the experience of talking to an expert
in person.
Lamb confirms that the even Gen Z and
Millennial consumers want exactly that.
“Research suggests that even the youngest
shoppers – those who were almost born with
a smart phone in their hands – still love and
appreciate the in-store experience,” she says.
“This is merely a continuation of the rising
ideals of participation, social conscience,
connection, individualised service and
consumer experience.”
Pocklington says Nationwide intends to keep
26 Jeweller March 2018

LEADING EDGE - AUSTRALIA
COMPARISON NSW VIC QLD WA SA TAS ACT NT TOTAL
2018 - Members 54 23 26 9 17 3 1 2 135
2016 - Members 51 25 27 8 17 4 1 3 136
Variance 3 -2 -1 1 0 -1 0 -1 -1
2018 - Stores 70 52 29 10 19 3 2 10 195
2016 - Stores 64 48 29 8 19 4 2 12 186
Variance 6 4 0 2 0 -1 0 -2 9
* EXCLUDES 3 MEMBERS AND 23 STORES IN NEW ZEALAND
abreast of the demands of the fashion world.
“We have been running workshops at the
International Jewellery Fair for the last two
years on how to evaluate brand performance.
More retailers are realising the importance
of the business support services that we
provide,” he adds.
Webb reiterates that jewellers should take
pride in what they know and aim to be
number one in their chosen areas.
“Many of our Showcase members are fine
jewellers, designers, watchmakers and
experienced diamond retailers – we’re very
proud of them. The path most of them have
taken is to really embrace this area of the
business,” he says.
“We all understand the challenges and
difficulties, many of us are living them daily;
however, it’s making sure we address and
focus on the ones we can influence, not the
ones we cannot,” Webb concludes.
“It’s a positive to see that fine jewellery sales
“TECHNOLOGY
HAS BECOME A
FUNDAMENTAL
COMPONENT
OF RETAILERS’
OVERALL
STRATEGIES”
DOMINIQUE
LAMB
are now well up, with steady growth coming
across each month.”
Zarb urges retailers to focus on custom
collections. “Many of the chain stores are
reducing their custom-make offerings and
this leaves the door open for our retailers to
capture this market,” he says. “We will continue
to offer marketing support to our members to
promote design and manufacture.”
The battle between online and traditional
retailing is set to continue but there is no
shortage of resources to help bricks-andmortar
retailers in their fight. Buying groups
offer a way for jewellers to come together and
share their knowledge and expertise while
also maximising their purchasing power.
As they say, there’s always strength in
numbers. i
* Each buying group operates a completely
different business model. What are the benefits
and differences of the three groups and the cost
of membership? To find out, turn to page 28.

BUYING GROUPS REPORT
ADVERTISEMENT
Joshua Zarb
General Manager
LEADING
EDGE GROUP
JEWELLERS
ESTABLISHED: 1986
MEMBERS: AUS: 135 NZ: 3
STORES: AUS: 195 NZ: 23
BOARD MEMBERS: 5
MISSION: The Leading Edge Group
aspires to be the champion of
independent businesses throughout
Australia. Our mission is to help
our members grow in a highly
challenging retail environment.
We do this by enabling profitable
relationships between members
and suppliers, and providing
highly valuable retail coaching and
marketing services.
What are the prerequisites for joining?
Our application process consists of standard
trade checks and proof of assets. We look to
partner with retailers who are dedicated to
building a successful fine jewellery business
and eager to be part of a like-minded
community. Honesty and ethical trading are
fundamental requirements.
What are the benefits of joining?
As part of Australia’s largest buying group,
with 950 independent retailers across
11 industries, our members are part of a
community of retail specialists. Membership
benefits include:
• Supplier discounts - Australia’s most cost
effective supplier agreements
• Central billing / credit – exclusive, simple
online invoicing and central billing facilities
• Marketing programs – opt-in online and
offline programs focused on delivering
tangible sales results
• Access to our market-leading e-commerce
website platform, Everybuy
• Non-trade benefits – saving up to thousands
annually on insurance, freight, EFTPOS
merchant rates and more
• Retail coaching – access to our jewellery
retail coaches for stock ranging,
merchandising, financial planning,
management & staff training and
store design
• Conferences & events – designed to inspire,
motivate, educate and build communities
What unique benefits are offered?
Our advantage lies in the practical application
of our extensive retail and marketing
knowledge. We enable our members to grow
in a challenging environment, by providing
coaching and services that ensures stores are
designed and merchandised for optimum
return; an online presence that increases
both online and in-store sales; and marketing
programs that provide tangible sales results.
What have been Leading Edge’s major
achievements over the past two years?
We have been particularly fortunate to have
two record years of growth in new members.
We have continued to invest heavily in digital
marketing, and are proud to offer all members
what we believe is the most comprehensive
traditional and digital marketing support
package in the industry.
Has your traditional marketing changed in
the past two years?
Traditional marketing has declined in the
past two years because jewellery consumer
behaviour has changed. There is still a role for
traditional programs, however they must
now be part of an omni-channel. Our
members need to have their brands seen
throughout the consumer’s path to purchase,
and that means we must enter new
communications channels.
How have you improved your B2C online
and social media marketing strategy?
Our e-commerce platform is constantly
being optimised for both user experience
and SEO. The marketing services we provide
will be focused on developing and executing
strategies for each member’s unique needs.
We will combine the best platforms with
targeted and effective marketing strategies
and services to grow our members businesses
in this highly challenging environment.
What B2B and internal digital technology
have you recently implemented?
Our B2B ordering portal is critical for enabling
effective management of our member’s
WE ENABLE OUR
MEMBERS TO GROW
IN A CHALLENGING
ENVIRONMENT
BY PROVIDING
COACHING AND
SERVICES THAT
ENSURES STORES
ARE DESIGNED AND
MERCHANDISED FOR
OPTIMUM RETURN
stock. It acts as a one-stop shop between
our supply partners and members, and
integrates with our e-commerce website,
removing the need for manual uploading of
product data. We have also implemented a
custom catalogue system.
What other kind of promotional support
do you offer members?
Our members have access to both set
marketing campaigns focused on the major
occasions, as well as ad-hoc marketing
and in-store sales services based on their
individual needs. These are a complete
package of catalogue, POS material, social
media and website assets. Our ad-hoc
services include managed digital strategies
and campaigns, store-specific promotional
offerings, interest-free payment campaigns,
remake/remodeling campaigns, diamond
specific marketing and an array of direct
marketing offers that support the target
demographic of member stores.
How do you support local jewellery
manufacturers?
We focus on being ‘hands on’ with our supply
partners by tailoring offers specific to our
members. We use our conferences to work
with industry professionals and share new
opportunities. We also sponsor and promote
many industry awards and events.
What is the cost of membership?
There are no joining fees, exit fees, or any
lock-in contracts. We have an $89 per
month membership fee (first 6 months of
membership are free).
How have you improved your training and
education in the past 2 years?
The prime focus of our buying group model
is to provide hands-on training to members.
In the past two years we have formalised our
store management training package, and
have continued to build on our exhaustive
member benefits tool kit. In addition, we have
partnered with Friedman Group to provide
a permanent staff sales and management
training package that is available online 24/7,
free of charge.
PHONE: 02 9497 4000
www.leadingedgegroup.com.au
28 Jeweller March 2018

E-COMMERCE
Access a suite of
cost effective online
solutions to keep
your store ahead of
the game.
Including a self
administered Website,
Direct Marketing /
Loyalty Program,
Social Media
platform, eCommerce
gateway & more.
MARKETING
Choose & pay
for the marketing
that you want to
suit your business.
Your choice of
Catalogues, TV,
Radio, Instore,
Customer Loyalty,
Direct Marketing,
Social Media &
more.
TRAINING
Free comprehensive
industry
specific staff at an
individual store
level which is also
accessible
24/7 via our exclusive
member extranet.
CONFERENCES
Designed to inspire,
motivate, educate &
build relationships.
The lessons learned
from our expert team
& fellow members
are some of the
greatest benefits you
can receive.
EXCLUSIVE
BRANDS
MANAGEMENT
ADVICE
Access exclusive best
selling inhouse brands
and benefit from better
margins. Including
international branded
diamonds, south sea
pearls, Australian
diamonds, popular
silver brands, watches
and a Diamond Design
collection to assist
you in your custom
handmade business.
Free business
Mentoring, KPI
Benchmarking
& Free Business
Analysis & Store
Consultancy as well
as extensive tailored
management training
programs, special HR /
Policies & Procedures
packages available to
every member.
FINANCIAL
PLANNING
Free access to
Sales Budget
setting templates
that outlines
associated start
up costs, expected
revenues, projected
annual operating
expenses, expected
management KPIs
and more.
STOCK
RANGING
Access to our
best selling stock
analysis reports plus
defined category
management,
purchase &
replenishment
planning information.
BRILLIANT TOGETHER
NETWORK / CONNECT / FAMILY / SHARE / SUPPORT
INSPIRE / LEARN / MARKETING / SUCCEED / GROW
Retain your name and your independence.
Leading Edge Group is Australia’s largest & most cost effective buying group.
We Specialise in HANDS ON Retail Assistance.
Ask us about our FREE Staff Training Programs tailored
specifically for your store!
www.legj.com.au
@LeadingEdgeJewellersHO
No cost to join & everything to gain.
/LeadingEdgeJewellersHO
Enjoy the Best Prices in the Industry.
Is your current Buying Group offering you the
ONE-ON-ONE assistance you deserve?
You’re not alone.
Find out more. Come see us at the LEGJ lounge,
International Jewellery Fair, ICC Sydney.
Talk to Josh Zarb, General Manager
P: 1300 531 014
E: zarbj@leadingedgegroup.com.au

BUYING GROUPS REPORT
ADVERTISEMENT
Colin Pocklington
Managing Director
NATIONWIDE
JEWELLERS
ESTABLISHED: 1991
MEMBERS: AUS: 335 NZ: 70 FIJI: 1
STORES: AUS: 393 NZ: 75 FIJI: 4
BOARD MEMBERS: 2
MISSION:To assist independent
jewellery stores increase their
market share and profits.
What are the prerequisites for joining?
Members must operate a retail jewellery
store and have satisfactory credit references.
Most new stores are recommended to us by
suppliers or existing Nationwide members.
What are the benefits of joining?
• We provide a written guarantee that
retailers will be more profitable if they join
Nationwide. It doesn’t matter whether they
have always been independent or were in
another group
• Free access to our Industry Best Practice
Programme, which assists members to fine
tune their business, and increase profits
and cash flow
• Exclusive branded merchandise collections
• Overseas travel and free conferences
• Education and training courses
• An extensive range of professional
marketing material and promotions
• Nothing is compulsory – retailers maintain
their complete independence
What unique benefits are offered?
• We are the only group that does not charge
fees or levies
• We offer up to $150,000 per year interest
free finance to each retailer to spend at
trade fairs and Nationwide events
• Our Antwerp marketing program has
increased diamond sales by more than
$100,000 per year for many members
• Free annual conference for all retailers
earning reward status
• We recognise the importance of marketing
to your strength – your independence
– which is why all of our services are
designed to assist jewellers to not only
maintain their independence, but to
maximise the benefits of being an
independent jeweller. Members select only
what works for them
What have been Nationwide’s major
achievements in the past two years?
• The restructure of our Industry Best Practice
Programme, allowing us to assist a greater
number of members to substantially
improve their business performance
• Our presentations to members on how the
industry is dramatically changing, and the
solutions to ensure that they prosper in this
‘new normal’ business environment
• The launch of our online Business College,
which features training courses and
product knowledge to name just a few.
Has your traditional marketing changed
in the past two years?
We still produce Christmas catalogues as
well as POS material for other promotions.
Most of our promotions are also available
in a digital format. Our graphic artists create
various individual marketing material for
members to use in print and/or social media
– and it is a free service.
How have you improved your B2C online
and social media marketing strategy?
We updated our member websites and
at the same time made them mobile
friendly. Any member can have their own
e-commerce website for only $2,900,
charged over 12 months. All online
purchases transactions are completed at
Nationwide’s head office. The retail margin
is credited to the relevant member with no
work required by store staff.
What B2B and internal digital technology
have you recently implemented?
A new member-only website was launched
in September 2017. It gives members 24/7
access to their account, to our preferred
supplier and product information, and a wide
range of resource material. The free resources
cover areas such as marketing, business
guides, award pay rates, employment
agreements, upcoming events and more.
What other kind of promotional support
do you offer members?
Our in-house marketing team develops
WE PROVIDE
A WRITTEN
GUARANTEE THAT
RETAILERS WILL BE
MORE PROFITABLE
IF THEY JOIN
NATIONWIDE
exclusive marketing tools linked to key
promotional periods. Individualised
marketing calendars can be created on
request for stores and POS material is
continually produced to highlight current
best-selling product.
Members also have access to an online
marketing and promotional library, from
which they can select promotions and ideas.
Our graphic design service is free of charge
and staff constantly work to fine-tune
concepts and create exclusive promotions
for individual stores to use.
How do you support local designers/
manufacturers?
Over the past eight years we have given
apprentices more than $120,000 in tool
vouchers. We conduct an annual skill-based
contest for apprentices, with the winner
receiving our Apprentice of the Year award.
At the International Jewellery Fair and at
our conference, we conduct CAD training
workshops. We are in the process of
launching a major initiative to help members
promote their design and manufacturing
services to a wider audience.
What is the cost of membership?
Absolutely nothing – and there are no
joining fees, monthly agency fees, marketing
levies or security deposits.
How have you improved your training
and education in the past two years?
At the International Jewellery Fair in 2017,
we had Nationwide members share their
skills and help train fellow members in
social media marketing, and in using
Countersketch International software.
Our hands-on diamond workshops now
include sessions on lab-grown diamonds
and treatments. These sessions have a direct
impact on sales, and were so popular that we
are running further sessions at the
2018 conference.
PHONE: 02 9418 0000
www.nationwidejewellers.com.au
30 Jeweller March 2018

STAY INDEPENDENT...and PROSPER
Worried about the effect that the changes in retail are having
on your business?
We have the answers.
Our presentation “Welcome to The New Normal” (published in Jeweller
magazine in December 2017) outlines the changes that are occurring in our
industry, and importantly, why.
In February 2017, we are releasing the “New Normal Retail Response
Plan”, which sets out over 20 specific strategies required to re-engineer
retail jewellery businesses, so that they not only survive, but prosper in
2018 and beyond.
Benefit from our exclusive New Normal Retail Response Plan, and our
Industry Best Practice Programme.
NO joining fee
NO agency fee
NO security deposits
Request a free, no obligation info kit!
E: info@jgbs.com
P: 02 9418 0000
More Independent Jewellers Choose Nationwide

BUYING GROUPS REPORT
ADVERTISEMENT
SHOWCASE
JEWELLERS
Carson Webb
General Manager
ESTABLISHED: 1981
MEMBERS: AUS: 152 NZ: 26
VANUATU: 1
STORES: AUS: 212 NZ: 23
VANUATU: 1
BOARD MEMBERS: 5
MISSION: JIMACO (Showcase
Jewellers) provides members with
programs, systems, resources, tools
and professional services to enable
them to maximise their individual
business objectives.
What are the prerequisites for joining?
Integrity is one of the greatest qualities
we look for in a member. Operating a fine
jewellery store with high standards in
presentation and service is preferred.
What are the benefits of joining?
• No management fees
• Retain your own name/brand
• Maximum supplier discount passed on
directly to the retailer
• Unbeatable insurance and EFTPOS rates
• A world leading fully customisable, mobile
ready, e-commerce platform (including
B2B) for retailers as well as integration of the
Retail Edge POS system
• In-house product photography, videos
and free image libraries for all digital
requirements
• Free ARA membership (and the equivalent
HR resource for our NZ members)
• Access to exclusive diamond brands,
including exclusive rights to certified
Argyle white diamonds and the world
leading lab-grown diamond facility for
those members interested
• World-class e-learning, complete with
videos, certified courses and templates on
everything HR or WHS related
• Jewellery apps, incorporating social media
integration and a focus on driving sales
• Professional and customisable POS
marketing material to suit the retailer
• Fully franked dividends and returns on
trading loans for our members
• Free internal retailing, diamond and digital
experts to assist our retailers in every step of
their retail journey
What unique benefits are offered?
JIMACO is a member-owned and operated
buying group that operates exclusively for
independent jewellery retailers. All profits go
back to our members.
What have been Showcase’s major
achievements over the past two years?
• First group to embrace and lock in the
Australian Diamond program with an
exclusive partnership with Rio-Tinto
• Members now receive fully-franked
dividends
• Members also continue to receive a return
on their trading loan
• B2B and member website rollout built in
the same platform as Google and YouTube
but fully customisable to suit many different
stores and styles
• Continued success of the diamond brand
Passion8 (cinema advertising, digital
following)
• Exclusive rights to lab grown diamonds
through the ALTR brand for those interested
• Launching a catalogue facility that is fully
customisable where individuals can upload
their stock and create their own pages,
making it specifically tailored to them.
Has your traditional marketing changed in
the past two years?
Traditional media still plays an important role
– not as high volume, but more quality. We
also present every campaign in a full digital
package, making it easier for our members
to use everything across most channels.
Everything we do is also mobile device
friendly.
How have you improved your B2C online
and social media marketing strategy?
The organic growth and engagement of
our own social media sites is testament to
the focus in this area. Members can now
fully integrate their social media platforms
with their websites, and their Retail Edge
Consultants POS system. We now also assist
members with Google myBusiness and other
necessities.
OUR MARKETING
TEAM AND
CREATIVE AGENCY
PARTNERS ARE
COMMITTED
TO TAILORING
MARKETING
SOLUTIONS FOR
MEMBERS
What B2B and internal digital technology
have you recently implemented?
We are already well equipped in global
e-commerce and B2B. Our members can
create their own m-commerce (commercial
mobile phone transactions), and a geofenced
fully customisable app for their
business. Basically this works with push
technology: when our members’ customers
go near a competitor or shopping centre, it
will send them a push notification offering
a free product or service to temp them to
the store. We can also make Facebook and
Instagram videos, plus image downloads are
free for members.
What other kind of promotional support
do you offer members?
Our marketing team and creative agency
partners are committed to tailoring marketing
solutions for members. This is in addition
to our core-marketing program catering to
major selling periods. Resources available
include social media, EDMs, billboards,
cinema advertising, television commercials,
catalogues, radio and newspaper.
How do you support local designers/
manufacturers?
We’re really proud of the JAA Designer
Awards we put on last year. We will also be
looking at another strategy shortly to further
support our talented jewellers and designers.
What is the cost of membership?
There’s no start-up membership fee. At
Showcase you become far more than ‘just
a member’. You become a shareholder who
shares all the benefits.
How have you improved your training and
education in the past two years?
We’ve created online courses in collaboration
with external certified training bodies.
We have a massive, ever-growing online
retail staff induction facility. The tool is
customisable and guides new employees
through policies and procedures, product
and sales courses with video instruction and
questionnaires. There’s also a massive HR
database.
PHONE: 02 8566 1800
www.showcasejewellers.com.au
32 Jeweller March 2018

WE’RE IN THE
BUSINESS OF
GROWING YOUR
BUSINESS.
What you receive
• Easily accessed advice and professional services
• World class training systems + free ARA membership
• Marketing and digital resource guidance
• Fully customisable apps, websites, catalogues
• Access to exclusive Showcase brands
• Member owned jewellery focused business
• Maximum supplier discounts to you the retailer
• No ongoing monthly management fees
What it delivers
• Increased productivity
• Exclusive incentives back to members
• The ability to build your brand
• Your identity presented professionally
• Increased margins
• Profits back to members
• Maximised buying power
• Better bottom-line results
What our members have to say
“Head Office provides me with everything from catalogues to marketing, technology
support and so much more. They’re invaluable to my business.”
Rosie Ficarra Kennedy’s Showcase Jewellers, Swan Hill
“I’ve previously been with another buying group, so I appreciate what I now receive as real, tangible
benefits to my business for its future and success.”
Neil Watson Watsons’ Jewellers, Launceston
“The simplicity and professionalism of being able to utilise all of Showcase’s digital and training tools perfectly
suits our business and drives the results we need as a self branded multi-store operation.”
Ben Duff Duffs Jewellers, Geelong
Interested? Contact us today
We’re ready when you are. So if you think it’s time to get serious about where you’re going, email us today.
Our team will be happy to show you how we can grow your business together.
Email: enquiries@showcasejewellers.com.au
www.showcasejewellers.com.au

MOTHER’S DAY
boost
Getting a
this Mother’s Day
CONSIDERED ONE OF THE JEWELLERY INDUSTRY’S MOST SIGNIFICANT
ANNUAL SALES EVENTS, THERE’S PLENTY RETAILERS CAN DO TO
ENSURE THEY’RE READY FOR MOTHER’S DAY. TALIA PAZ REPORTS.
other’s Day – the one day of the year men, women, teens and young
people alike collectively celebrate mothers by showering them with
love, appreciation – and jewellery.
Not surprisingly, this day is considered the industry’s second largest
trading period after Christmas, and with good reason – according to the National
Retail Association (NRA) consumers spent approximately $1.5 billion last year, with
jewellery one of the top areas for spending.
“If there’s one occasion we can all agree to celebrate at the moment, it would have
to be Mother’s Day,” NRA CEO Dominique Lamb says.
“Jewellery has been, and always will be, a top choice for showing our gratitude for
what these wonderful women give to all of us.”
With that in mind, we sought feedback from suppliers, retailers and marketing
experts on how retailers can maximise sales in the lead up to the special
day on 13 May.
TAKE CARE, PREPARE
There is a question as to when retailers should begin their Mother’s Day
marketing efforts, with the general consensus being that it should be one to three
weeks beforehand.
Sigrid de Kaste, a former jeweller and marketing consultant and director of
Stickybeak Marketing, recommends taking a strategic approach.
“I would suggest to start after the Easter Monday week is over. Why? Many are on
holidays over Easter and the week after,” de Kaste explains.
“As a general rule, [its best to start] about three weeks before the date – if you are
too early, the message gets lost in the noise of other offers.”
Cheryle Roberts, director of supplier Stones & Silver, agrees with those sentiments,
adding that her business will be conducting a ‘Get ready for Mother’s Day
campaign’ from mid April that will include some Mother’s Day classic items, along
with “beautiful new and modern designs.”
Fabuleux Vous director Helen Thompson-Carter offers her own take on the matter:
“I think 10 to 15 days prior is plenty – any longer and it doesn’t work. However,
running something special in store the week before does work.”
SPREADING THE LOVE
Although most demographics will be shopping for Mother’s Day gifts, anecdotal
evidence suggests that retailers should place greater focus on male shoppers
because of their propensity to purchase higher value items.
For example, a study conducted in the UK by market research company Mintel
found that, while women are still more likely to buy a Mother’s Day present than
men, when men do spend, they spend more. It’s an intriguing thought, and one
that not all retailers would necessarily have thought – or agree with.
“I think it is for everyone to enjoy,” Thompson-Carter says when asked her opinion.
34 Jeweller March 2018

“My father always buys a little something for
our mother to say thank you for being the
mother of his children. My children give a
little something to their godmothers, to their
grandmothers and to me, their mother.
“It’s treated as a ‘family’ celebration – after all,
every family starts with a parent, and most
with a mother,” she adds.
Angie Ash, executive vice president of
Fruchtman, a US-based jewellery marketing
business, agrees that male consumers are the
demographic spending the most. She
also believes retailers’ core demographic
should not be so easily dismissed. “We
see jewellery spends coming from mums
purchasing for their daughters or their own
mums,” Ash reiterates.
Najo managing director Jo Tory agrees
with these sentiments. “As Mother’s Day is
a big day for promotions, we see a boost in
our core female audience, as it is a treat for
themselves or for mum,” Tory says. “In saying
that, there is also a noticeable increase with
our male clients.”
This is also the case for Simon Garber, director
of local distributor Heart & Grace, whose
portfolio encompasses Cluse watches.
“Although Millennial women aged 20 to
40 are leading the charge, on Mother’s Day
it’s best to target men by showcasing your
Mother’s Day specials in businesses with male
patrons,” Garber says.
Ash says that Millennials – also known as Gen
Y – are another demographic retailers should
pay attention to for Mother’s Day.
“You have to keep an eye out for styles that
are popular with Gen Y - look at what they are
wearing and how they’re
wearing it,” Ash states.
“Whereas an older target
demo may like birthstone
rings and jewellery, Gen
Y prefers jewellery that is
more delicate or includes
sayings and engravings,
especially with names and in
styles that can be worn every day.​
“Pricepoint is also very important
because this generation tends to
be more conscious about the cost. If there is a
philanthropic angle to the purchase, it’s even
better. Finally, Gen Y wants to stand out in the
crowd. They’re always looking for something
unique before it becomes popular,” she adds.
De Kaste elaborates further: “The 20 to 30
something is the biggest age group spending
on jewellery for Mother’s Day – they buy both
for mum and mum-in-law and are very keen
to give that gift of jewellery.”
PROMOTING THE DAY
As well as targeting purchases to the right
demographic appropriately, retailers should
also be ensuring their promotional efforts are
up to speed in preparation for the day.
“Because Mother’s Day crosses all ethnic,
religious and cultural backgrounds, it’s a
valuable opportunity for retailers,” a 2017
article by Entrepeneur states.
“Craft campaigns that embrace imperfections
– a top hashtag among Millennials is
#mumfail because they are honest about
how hard it is to be a mum,” it adds.
As well as incorporating hashtags on
Facebook and Instagram pages that
FABULEUX
VOUS
FEATURING THE
DELICATE PINK TONE OF
ARGYLE PINK DIAMONDS
Blush Pink Diamond jewellery is
inspired by the spirit of Australia. Each
piece is crafted using natural
Australian Argyle pink diamonds.
www.BlushPink.com.au
NAJO
STONES & SILVER
SAMS GROUP
AUSTRALIA
E pink@samsgroup.com.au
W samsgroup.com.au
P 02 9290 2199

HEART & GRACE
consumers can have fun with,
de Kaste believes there are
many ways retailers can
be innovative.
“With so many
competing gifts
of various types
to get for Mother’s
Day, there are two
important strategies for
jewellers,” de Kaste says. “First,
segment the market – offer
specific items for specific
age groups, like the 30
somethings, the 40 to 50 and
the over 60s.
“Secondly, each segment will want different
types of jewellery – a simple survey asking
existing customers or checking a database as
to what they buy will help here – then create
a specific message to each segment.
“With so much noise in the market, it’s about
immediately capturing the right audience
and a specifically designed message will do
that,” she adds.
Ash also believes there is value in partnering
with other local businesses to promote
offerings – florists or a day spa, anyone?
“Jewellers should consider offering a package
that includes a gift card to an upscale salon
as it’s like giving Mum two gifts in one,”
Ash explains, adding, “Get your customers
involved in your decision making.”
If that’s not possible, bring the party to
the retailer, Thompson-Carter declares.
“Imagine going into a retail store that had
complimentary morning tea or good coffee
or a glass of bubbles for all mothers…and by
taking the time to visit, they went into a draw
to win,” she muses.
“We need to get more engaged and creative
for these special occasions. Make a big deal
out of it – it is another opportunity to engage
with customers, right from the supply chain
to the consumer.”
Taking advantage of the gift giving nature of
the day is another sure way to boost sales,
Catherine Pevy-Trewartha, owner of My
Jewellery Shop adds.
“This year, we will be doing a give away for a
pair of diamond stud earrings,” she says. “Our
competition will run on Facebook
and Instagram as these are proving to be
very popular.”
Judy Cameron of Cameron’s Fine Jewellers
also echoed similar sentiments. “This
Mother’s Day we will be running a Facebook
competition; something like ‘tell us
something special about your Mum’ and the
winner will get a prize,” she explains.
ADDING EXTRAS
Many retailers may have already come to the
same conclusion: add-ons with purchases are
a win for all.
According to Garber – who will be releasing
a two-tone combination watch from its La
Triomphe range for the day – customers
should be offered extras such as special
Mother’s Day gift bags, free gift wrapping,
greeting cards or any other “fun extras
that could be an additional incentive for
purchasing your products.”
“These extras will go a long way towards
creating a positive experience with your
customers,” he adds.
Retailers might also want to consider a GWP
(gifts with purchase) campaign, as is the case
with Najo, which is offering silver and rose
gold huggie earrings come this Mother’s Day.
“This gift with purchase – an artfully tapered
tear shape design creating a modern,
sculptural finish – is to boost sales but
also to reward customers, as it adds to a one
off purchase either for oneself or for mum,”
Tory adds.
Thompson-Carter offers a similar strategy for
the Fabuleux Vous range: “We provide posters,
window displays, graphics for websites
and social media posts – we aim to make
everything as easy as possible for the retailer
so all they have to concentrate on is making
the sale,” she adds.
At the end of the day, consumers want
help finding the perfect Mother’s Day
gift, so retailers would be well advised to
have everything in place, with plenty of
time to spare. With a well thought out plan
of attack, a bit of savvy marketing and some
genuine enthusiasm, this Mother’s Day will
undoubtedly be the most successful yet. i

GEMS
COLOUR INVESTIGATION: DIAMOND
IMAGE COURTESY GREG C GRACE
to orange gems, the nitrogen atoms are
singularly substituted for carbon atoms,
resulting in the absorption of blue and violet
wavelengths of light and producing yellow
through oranges hues.
Blue to violet diamonds are the result of
boron impurities; the more boron the deeper
the saturation. Perhaps the most famous
coloured diamond is the priceless, blue Hope
diamond, which has a history of ownership
dating back almost 400 years. Some blue
stones may contain hydrogen as an impurity,
as occurs in Australia’s Argyle mine.
FIGURE 1. AUSTRALIAN ARGYLE PINK DIAMOND
The diamond industry is built on a
foundation of colourless gemstones
but vivid-colour varieties are also
highly valued and steadily increasing in
popularity. STACEY LIM reports.
It’s a gemstone famously prized for its lack of
colour, so it might surprise people to know
that many of the world’s most-coveted
coloured gemstones are also diamonds.
Formed up to 200km deep within the Earth’s
mantle under extremely high pressures and
temperatures, diamonds are carried to the
surface in viscous, volcanic magma. Uniquely
composed of a single element, diamond is
typically about 99.95 per cent carbon, with
the remaining 0.05 per cent incorporating
one or more trace elements, often nitrogen,
that can influence body colour.
Just one in 10,000 gem-quality diamonds
is classified as ‘fancy-coloured’. The
various colours are formed under unique
FIGURE 2. BRILLIANT CUT FANCY VIVID YELOW DIAMOND
conditions involving specific trace elements,
radiation and/or plastic deformation of the
crystal structure.
White diamonds are rated from D to Z on the
industry’s accepted colour-grading system,
where D is totally colourless and Z is a pale
yellow or light brown colour. The term
‘fancy’ is used for coloured stones that have
greater depth of colour and are graded on a
different scale.
Diamonds are found in many colours,
including yellow, brown, green, blue, violet,
pink, red, grey and black, and even very slight
colour differences significantly impact stone
prices. Fancy yellow and browns are more
abundant than other hues, and other colours
are hard to find even in weak saturations.
Rarest is the red diamond, of which only a
small handful have been found.
Diamonds typically contain nitrogen as
an impurity. In the case of fancy yellow
DIAMONDS
ARE FOUND IN
MANY COLOURS,
INCLUDING
YELLOW, BROWN,
GREEN, BLUE,
VIOLET, PINK, RED,
GREY AND BLACK,
AND EVEN VERY
SLIGHT COLOUR
DIFFERENCES
SIGNIFICANTLY
IMPACT STONE
PRICES
For pink and purple diamonds, it is suspected
that the colouration is due to defects in
the atomic structure as a result of ‘plastic
deformation’ during the crystal’s journey to
the Earth’s surface in hot magma.
Green diamonds result from an exposure to
radioactive uranium, which emits powerful
gamma rays that create a deficiency by
knocking individual carbon atoms out of the
crystal lattice. These ‘holes’ absorb more of the
blue and red wavelengths, resulting in green
coloured stones. The more radiation that
impacts the diamond, the deeper the green.
Radiation treatments are readily available
to produce colours in diamonds, so
consumers should be cautious when
presented with a coloured diamond at a
surprisingly modest price.
Classified according to their hue, tone and
saturation, the value of coloured stones
generally increases with the strength
and purity of the colour. Large, fancycoloured
diamonds are extremely rare, and
correspondingly valuable because they are a
wonderful sight to behold. 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
March 2018 Jeweller 37

Behind every gemstone,
there is a fascinating story
waiting to delight clients
around the world. Studying
with GAA brings the
expertise, networking and
confidence to build a solid
career in a multimilliondollar
industry. Joining
one of the most supportive
and passionate professional
communities of gemmologists
in Australia was one of the
best decision I ever made.
Gina Barreto FGAA DipDT
Gemmologist and Diamond Technologist
Sales Associate, Paspaley - VIC
Diamond
Courses
Practical Diamond Grading &
Diploma in Diamond Technology
Enrolments now open
For more information
1300 436 338
learn@gem.org.au
www.gem.org.au
Be
Confident
Gem-Ed Australia
ADELAIDE BRISBANE HOBART MELBOURNE PERTH SYDNEY
Passionately educating the industry, gem enthusiasts
and consumers about gemstones

BUSINESS
CUSTOMER SERVICE IS NO ACCIDENT
The industry is always changing the
way it delivers customer service but is
customer service itself any different?
SHEP HYKEN offers retailers a customerfocused
service refresher.
Every week I’m asked, “What is changing in
customer service?” The expected answer
is that I’ll talk about all the new ways
that customer service and support is
conducted… and I do.
There are self-service solutions that
include video and answer frequently-asked
questions (FAQs), social-media customer
service across multiple channels such as
Facebook and Twitter, and even AI (Artificial
Intelligence) that the experts believe –
myself included – will change everything
about customer service.
Yes, there is much that is changing about
how we deliver customer service so I’m
about to make a bold statement: despite all
of these advancements, customer service is
still the same as it was 50 years ago and will
still be the same 50 years from now.
needing service, whether it’s having a
question answered or a problem resolved.
In the end, the aim is that the customer is
happy. That’s it. When it comes to customer
expectations, they’re essentially all the
same. In other words, nothing has changed
in customer service!
FASTER AND BETTER
Okay, maybe it’s better said a different
way. When it comes to the outcome
of a customer service experience, the
customer’s expectations haven’t changed;
they still just want to be heard.
That said, there are new and different ways
to reach the outcome. What has changed
is the way we go about delivering service;
we’ve figured out how to deliver customer
service faster and even better.
Back in the day, speaking of some 20 years
ago, there were typically just two ways to
provide customer service: in person and
over the phone. Then technology kicked in
and we started making service and support
IN THE END, THE
AIM IS THAT THE
CUSTOMER IS
HAPPY. THAT’S IT.
WHEN IT COMES
TO CUSTOMER
EXPECTATIONS,
THEY’RE
ESSENTIALLY ALL
THE SAME
For example, there is now a solution for
those choosing to offer support over the
phone that lets customers know how long
they have to wait on hold to speak to a
customer-service representative.
Sometimes customers are given the
option of being called back at a time
that is more convenient if they don’t
have time to wait.
In addition to the phone, there are now
many other channels through which
customers can connect with businesses.
Beyond the phone, there is email, live
online chat, social media posts and more.
Businesses that are thinking about
implementing a new customer-service
solution, adding AI to support customers
and agents or deciding which tools they
want to use should remember one crucial
piece of information: the customer’s
expectations haven’t changed. Customers
still just want to be served, regardless of
how businesses choose to go about it.
Customer service is just a customer
better and more efficient.
Customer service starts as a customer who
March 2018 Jeweller 39

BUSINESS
EMPLOYEES ARE OFTEN THE ONLY REPRESENTATIVES OF A BUSINESS IN CONTACT WITH CUSTOMERS
AT ANY GIVEN
TIME IN A
CUSTOMER
TRANSACTION,
ONE EMPLOYEE
HAS THE
RESPONSIBILITY
TO DELIVER AN
EXPERIENCE THAT
IS IN ALIGNMENT
WITH YOUR
VISION – THE
ONE WHO IS
CURRENTLY
INTERACTING
WITH THE
CUSTOMER
KNOW THE LINE IN THE SAND
An environment that fosters a customerfocus
mindset empowers people to do
what is necessary to take care of the
customer without crossing the line.
The boundaries are typically further out
than most people think. Teach employees
by example just how far they can go when
taking care of their customers.
ALWAYS LEARNING
The best of the best are continuous learners,
and not just about their own products.
They learn about competitors, they stay
abreast of the latest and greatest in the
industry, they boost their general product
and service knowledge and much more.
They are interesting people with whom
to talk because they understand how to
address customers the right way.
needs help, who is dealing with a problem,
who is upset about something or who just
wants to ask a question. It should end with
that person feeling resolved, walking away
knowing they made the right decision to
do business with you.
CUSTOMER-FOCUS MINDSET
How you get from the beginning to the
end is not nearly as important as how
customers feel when they walk away, hang
up the phone or turn off their computers.
Customer service might be the same as it’s
always been; however, it’s vital these days
for retailers to help staff adopt a customerfocused
mindset.
That is, your staff probably attend
customer-service training to learn
techniques on how to deal with
complaining customers, angry customers
or customers who just need a little support.
Training ensures staff are taught the right
answers to some difficult yet common
scenarios but what happens when
scenarios occur that are outside the
parameters of normal retail training?
Good customer-service training teaches
employees how to do it but great customer
service training goes deep into the
mindset, which is more than having a great
attitude, a smile and a warm personality.
Those qualities are important but a
customer-focus mindset encompasses the
‘how-to’ training and the positive attitude
with an understanding of the reason why
businesses relentlessly pursue an amazing
customer experience.
Such reasons are usually considered
intangible – they might be about an inner
drive and an ambitious effort to take care
of the customer. Sometimes they can be
intuitive. Certainly, they’re different for
all businesses but here are five concepts
that will help create a winning customerfocused
mindset.
TAKE CARE OF PEOPLE
Not every employee has this mindset
coming in and it’s possible that they might
not achieve it even after basic customer
service training.
Sure, they may understand the techniques
to deliver service but still not get the
essence. A customer-focused mindset must
always includes a strong desire to serve.
BE IN THE MOMENT
This is the ability to know when you are
delivering a positive service experience.
There are certain aspects of delivering
service that are natural and automatic;
however, people must be conscious of
what they are doing and always looking for
ways to make it better.
RECOGNISING RESPONSIBILITY
At any given time in a customer transaction,
one employee has the responsibility to
deliver an experience that is in alignment
with your vision – the one who is currently
interacting with the customer. This one
person represents your brand and all his
or her fellow employees. Does he or she
deliver on that vision?
Employees are central to the customerservice
experience as they are often the
only representatives of a business to be in
direct and constant contact with customers.
Don’t leave customer service to chance.
Regardless of how good your employees’
people skills are, you can’t simply hope they
will understand how to apply what they
know to your business. Train them and train
often. Reinforce the positive and learn from
any problems that arise.
Ensure your staff have a customer focus
to ensure your store is delivering upon
its customer-service promises. Amazing
customer service doesn’t happen by
accident. It happens on purpose! i
SHEP HYKEN is a best selling
author who assists companies
to build relationships with
customers and employees.
Learn More: hyken.com
40 Jeweller March 2018

SELLING
TO CATCH A BUYER…
TO SELL TO BUYERS, SHOULDN’T SALESPEOPLE THINK LIKE BUYERS? SUE BARRETT EXPLAINS WHY THE SALES
PROCESS WORKS BETTER FROM THE BUYER’S PERSPECTIVE, AND FOUR SIMPLE STEPS TO BREAK IT ALL DOWN.
In the classic movie Caddyshack, Bill Murray
tries in vain to catch a gopher that is ruining
the golf course. Eventually, it occurs to
him, “In order to catch a gopher, you have
to think like one,” which is good advice for
salespeople who want to ‘catch’ customers.
Salespeople need to understand how
customers buy. Salespeople know, at all
times, where their prospects are in the sales
cycle but they aren’t as knowledgeable
on where their prospects are in their own
buying cycles. If sales managers truly believe
they know where buyers are in the purchase
process, why do so many of them fail to put
the knowledge to practical use?
Barrett Consulting head of learning and
development Jens Hartmann says, “We
have found that this situation is endemic in
most sales forces today, many of which are
obsessed about their sales process.”
Too many organisations invest millions of
dollars in CRM and contact management
technology and in training their salespeople
on the sales process; however, this ignores
that there’s a buyer at the other end whose
own process is far more important.
Take, for instance, the step in most sales
processes where salespeople must identify a
buyer’s need, yet sales is not really about the
salesperson finding a need. Instead, they are
more concerned with the buyer recognising
that a need exists, and then doing something
to satisfy that need.
How important is that need in the scheme of
issues facing the buyer? Does the prospect
have the emotional desire to act? Is the
probable solution the best alternative? What
are the consequences if the need is left
partially or even totally unresolved?
All these points need to be weighed up
and considered. After all, the sales process
dictates that the salesperson should progress
to the next stage of the cycle when a need
has been uncovered.
The challenge of using technology to
THE BUYER
BECOMES AWARE
THEY HAVE A
CHALLENGE TO
ADDRESS. THEY
BEGIN DEFINING
THE OBJECTIVES
AND DETERMINE
IF THEY HAVE THE
RESOURCES TO
ACHIEVE THEIR
GOALS
WHERE ARE BUYERS IN THE SALES PROCESS?
drive sales has undoubtedly reduced the
cost of sale in absolute terms; however, it
has also cost many organisations in lost
opportunities because of their haste to
progress through the cycle. How does one
close the gap between their own selling
process and selling to the customer’s buying
cycle without going back to square one?
Firstly, salespeople need to understand the
buying process. Every buyer goes through
the following four steps:
Step 1: Awareness
The buyer becomes aware they have a
challenge to address. They begin defining
the objectives and determine if they have
the resources to achieve their goals. Once
they become aware that they have a need,
prospects start considering options.
Step 2: Interest
Here’s where buyers look into their options.
They understand there are options available
but they will also factor in the risk of
changing. What will happen to them if they
change? Salespeople need to acknowledge
that prospects have options and are also
assessing risks. Any buyer will wrap up this
stage by making an emotional decision to
buy or reject the proposition. Salespeople
who fail to understand the buyer’s priorities
risk profile and options can’t get past this
stage even if they have the perfect solution.
Step 3: Desire
Desire is the rational side of decision making.
The customer has made the emotional
decision to buy in during the interest phase
and is now looking at the numbers: Can
they afford it? Is there an adequate return
on the investment? What are the political
ramifications within the company?
Step 4: Action
The customer is emotionally and rationally
ready to buy. If the salesperson has done a
good job aligning the selling process to the
customer’s buying process, the prospect
should give a “yes”, the moment they enter
the action stage.
Once organisations understand these four
steps, they are ready to align their sales
processes to the buying processes of their
customers. This is simply plugging each step
in the sales process into the corresponding
step in the buying process and arranging it
as logically as possible.
Salespeople should now be tracking sales
progress by moving from step to step in the
customer’s buying process. This means they
won’t exit the stage of identifying a need
until the customer recognises the need,
decides to give it priority over other issues
and makes an emotional decision to pursue
their need further.
By making these adjustments, organisations
will significantly reduce their lost deals
and shorten the sales cycle as salespeople
focus more of their time on prospects in the
higher-value stages of the buying cycle. i
SUE BARRETT is founder
and CEO of sales advisory firm
Barrett, and online platform
salesessentials.com. Learn
more: barrett.com.au
March 2018 Jeweller 41

MANAGEMENT
STOP STAFF THEFT AT THE SOURCE
INTERNAL THEFT IS AN UGLY BLIGHT ON RETAIL TRADING. DAVID GELLER OFFERS STRATEGIES TO HELP.
Over the years I’ve heard countless stories of internal theft. Sometimes
sales staff brazenly stealing from the cases, other times back-office staff
rigging the books.
In one case, a jeweller found his bookkeeper – a relative no less – had
been writing cheques to non-existent suppliers and cashing the
proceeds. She was caught; however, that store’s checks and balances
were so bad that the new bookkeeper was soon at the same game.
Many jewellers find it difficult to keep on top of their financials but if
you give up your responsibilities in this area, you will soon pay a heavy
price for doing so.
MANY JEWELLERS
FIND IT DIFFICULT
TO KEEP ON
TOP OF THEIR
FINANCIALS BUT IF
YOU GIVE UP YOUR
RESPONSIBILITIES
IN THIS AREA, YOU
WILL SOON PAY A
HEAVY PRICE FOR
DOING SO
Here are nine ways to help reduce fraud and internal theft.
1. Use an independent accountant to reconcile the books – two sets
of eyes will catch or any would-be thieves. If the store above had done
this, stray cash deposits would have popped up in the first month.
2. When stock arrives, photocopy the supplier’s invoice and give the
copy to whoever enters the items into the Point of Sale (POS). After
entering inventory, print copies from the POS of items just entered and
compare it to the original invoice. If someone is ordering extra items
and not entering them, it’ll show up here.
3. When paying bills, one bookkeeper shouldn’t handle the whole
procedure. Let the bookkeeper assemble the bills and prepare the
payments, attaching cheques or EFT authorisations to the original
invoices, then handing the lot to the owner to sign.
Also print the accounts-payable record for that vendor. Do this for two
reasons: First, look to see if what was received was entered. Second,
look at the vendor report to see if the bookkeeper has used any credits.
After the owner signs and OKs everything, the bookkeeper can then
mail the cheque or make the EFT payment and file the invoice.
4. All cheques should have an invoice attached to the cheque for the
owner to sign, not the bookkeeper. This allows owners to keep track of
payments for suppliers they don’t know. You might ask the question
one day, “Just who is Acme Plumbing?”
5. The cash-register drawer should have the same amount of cash in it
every day – say $200. Remove excess cash daily, taking it directly to the
bank or the safe.
6. Make paper copies of the items in each display case, including SKU
numbers, a small description, retail price and the case they’re in. Each
morning, count the number of items in the case and check it against
the paper record. If the numbers don’t match, don’t go further until
you find the cause of the discrepancy. This process will keep everyone
on their toes.
7. Instead of conducting a stocktake only at the end of the financial
year, do a count of one showcase at a time each month. The choice of
USE AN INDEPENDENT ACCOUNTANT TO RECONCILE THE BOOKS
case should be random, determined by the owner. This way staff won’t
know which cases and items are being monitored.
8. Thought I forgot about the shop? Never! I’m sure we experienced
theft of metals, stones and findings for many years. I had many
jewellers working at home to earn extra money and don’t know how
many heads and lobster claws went out the door. I once let a jeweller
go because he was incompetent and when I cleaned out his bench I
found, to my surprise, several melted heads and shanks.
To fix this, I hired a shop foreman who gave out and inspected all
jobs to the jeweller, the polisher and then to the sales staff when a
repair job was done. If a jeweller needed a finding, he got it from the
foreman and not the findings cabinet.
9. Many jewellers order three heads when they need only two,
just in case one is melted. Unused ones should be returned to the
foreman for stock or to the office to be returned for credit. On the
back of each envelope, write the amounts needed for the job and the
number enclosed. When the foreman gets the job back, he’ll know
if something is missing and yell, “Hey where’s the extra head? Give it
back!” This system also helps cut down on wasteful use of materials.
These are just some of the strategies we’ve used to counter internal
theft. I wish it weren’t so but I’m sure you have your own stories. With
some vigilance, stores can put an end to such losses. i
DAVID GELLER is director at JewelerProfit and
author of Blue Book, a guide to repairs and custom
design. Learn more: jewelerprofit.com
42 Jeweller March 2018

MARKETING & PR
GROW BUSINESS WITH COUPONS
COUPONS ARE STILL RELEVANT IN RETAIL AND PRESENT A GREAT WAY FOR COMPANIES TO OFFER DISCOUNTS AND BOOST SALES,
ALTHOUGH LUXURY RETAILERS NEED TO BE CAREFUL WHEN PLANNING A PROMOTIONAL STRATEGY. BRIAN EWING REPORTS.
A recent report from Edison Research division
called The Social Habit shows that 70 per cent
of email readers open emails from a brand
or company in search of a deal, discount or
coupon. High-end businesses tend to run
discounts only on an annual or semi-annual
basis to maintain a certain level of brand
equity. This may appear a successful strategy
but it may also ignore the opportunity costs of
luring new customers in a slightly-lower tier.
The benefit of today’s technology, including
customer management systems and POS
systems, is the incredible amount of data
that becomes available about a business’s
customer base. This allows the promotional
messaging to be geared towards a very
specific audience. Avoid cannibalising highvalue
customers by targeting those lower-tier,
more frequent purchasers or those who have
hesitated to make a purchase.
At this point, customers are used to coupons
and specialised offers as a basic component of
their brand relationships. It’s also an important
tool for independents to compete with
chain store jewellers. Here are a few steps to
consider before you decide to add one to your
next email campaign.
MAKE SURE COUPONS HAVE A GOAL
Every coupon should have at least one main
goal: to drive customers to take a specific
action. If the goal is to increase sales during
low traffic times, consider using a bounceback
coupon. Maybe the goal is to sell
complementary products to increase the
overall purchase amount.
DECIDE ON A PERCENTAGE OR
DOLLAR DISCOUNT
When offering a discount, maximise the
perceived value to give people the notion that
they have the best deal possible. Take a ring
listed at $50. Does a discount of 20 per cent or
$10 sound better? The math indicates they are
equal but the perceived value is not.
In his book, Contagious: Why Things Catch On,
Jonah Berger focuses on the “Rule of 100”.
WHEN THE
PRICE IS UNDER
$100, USE A
PERCENTAGE
DISCOUNT. IF
THE PRICE IS OVER
$100, USE AN
ABSOLUTE VALUE.
FOR EXAMPLE,
20 PER CENT OFF
SOUNDS GREATER
THAN $10
OFF $50.
READERS OF EMAILS WANT A DISCOUNT
When the price is under $100, use a
percentage discount. If the price is over $100,
use an absolute value. In the above example,
20 per cent off sounds greater than $10 off.
CHOOSE THE COUPON TYPE
There are many coupon types. Some of the
popular ones are referral coupons, bounceback
coupons, new customer coupons, VIP,
exclusive, and large-purchase coupons.
• Referral coupons – according to The New
York Times, 65 per cent of new business
comes from referrals but the numbers
don’t just stop there. Nielsen follows this
statistic by claiming that people are four
times more likely to buy when referred by
a friend. Tap into your existing customer
base by giving a discount to referrers as
well as new customers.
• Bounce-back coupons – these take the
traditional coupon to the next level by
requiring a customer to use them on a
return visit. The goal with a bounce-back
coupon is simple: give your customers
a reason to return. Because of this
limitation, bounce-back coupons are
great to distribute during the holidays
and other periods of high volume to
assist in growing transactions during the
slower months that follow. For example,
share a bounce-back coupon during the
Valentine’s Day rush that must be used in
March or April.
• New customer coupons – since 70 per
cent of email readers open emails in
search of a discount or deal, it makes sense
to give a coupon in the first email they
receive. Welcome new customers to your
store with a small discount or gift to give
them a reason to continue opening your
email newsletters.
• VIP/exclusive offer coupons – rewarding
your regular customers helps build brand
loyalty. A quarterly email with a coupon
attached to VIP customers will show that
they are valued. Also target this type of
campaign to frequent customers with
lower individual-purchase amounts.
• Large-purchase coupons – to help
increase sales, offer customers a discount
based on their total purchase amounts.
Before the discount and amount can be
determined, calculate your average dollar
sale (ADS) to get a baseline for the typical
purchase amount. After that, increase
the minimum purchase amount for the
coupon by 20-30 per cent and offer a
small discount. It’s an easy way to reward
people for spending more in your store.
In conclusion, high-end retailers should
experiment with promotions and determine
what works best for their business and
audience. The importance of maintaining
brand image can’t be understated;
however, completely avoiding coupons
may be limiting the reach to potential new
customers and restricting additional growth
opportunities throughout the year. i
BRIAN EWING is channel
manager at SnapRetail!, an
online marketing platform for
small business owners. Learn
more: snapretail.com
March 2018 Jeweller 43

LOGGED ON
SOUND SOCIAL-MEDIA STRATEGY
SUCCESSFUL SOCIAL MEDIA REQUIRES CAREFUL CONSIDERATION. DIGITAL MARKETING CONSULTANT SIMON DELL
LISTS THE QUESTIONS THAT FIRMS SHOULD ASK BEFORE LAUNCHING ONLINE CONTENT STRATEGIES.
Organisations often go headlong at
social media strategy like a bull at a gate.
Sometimes it’s because a CEO has seen sales
flagging and has decided that the solution
to better growth is a social presence.
Other times competitors spur businesses
into action and sometimes it’s just because
social media has been in the pipeline for a
while and has finally received the go ahead.
Before embarking upon any social-media
activity, managers should stop and
consider these six core questions.
ONLY WE…?
A good social presence arises when a
company or individual communicates to an
audience a unique perspective on an issue
related to their field of skills or a product or
service that only they deliver.
Think hard. What is it about your business
that makes you stand out? What is it that
makes your current customers buy from
you? Why do they keep coming back? Is it
because they love you or is it because they
have no other choice?
How does the company fit into the general
marketplace? Is it a trusted legacy business
or a fast-moving start-up?
ARE YOU PREPARED TO PUBLISH?
All the meetings and money in the world
can’t sustain a strong social presence if
the company isn’t prepared to provide the
necessary engagement. For example, how
does your company deal with negative
comments on a public post? Do you panic
and delete them? Do you fire off defensive
or snappy responses? Do you offer a
restrained reply?
In short, do you have the processes in
place to take those negative comments
and use them to your benefit, growing and
developing your business at the same time?
Content through social channels needs to
be entertaining, informative or both. Do you
have the capacity to do that? Many brands
attempt to be entertaining but lack the skills
to execute this properly. Poor delivery isn’t
going to convince and convert anyone.
CAN YOU BE CONVERSATIONAL?
Social media is a two-way street and
businesses sometimes forget this. People
want to ask you questions, whether it’s
about the location and time of their next
delivery or something more esoteric. Not all
people are on social media to waste time;
some are seeking information!
Importantly, you want those users who ask
questions to get the answers they need. To
achieve this, your social-media presence
needs to be able to successfully converse
with potential customers.
WHAT ARE COMPETITORS DOING?
This is a basic question but one that can get
overlooked. Businesses set out to do the
best they can on social media but it’s not
necessary to have the greatest page in the
world, just to have a better page than your
nearest competitor.
A little market research goes a long way –
study your competition to understand how
you can do things better. Incorporate your
findings into your strategy for a much easier
pathway to social-media success.
WHAT IS THE SOURCE OF OUR CONTENT?
This is the biggie. Content is more than
just the odd tweet; it needs to be rich and
engaging. Where are you going to get that?
Content is everywhere; there are
innumerable sources and content types.
Now, businesses don’t need to try to feature
them all but they do need to choose a few
and do them well.
Pick three or four out of the list and smash
them. Don’t try and do ten of them and
end-up with a half-assed job. That’s almost
worse than doing nothing at all.
When you do create content, focus on
WHAT’S THE BEST WAY TO BE CONVERSATIONAL ON SOCIAL MEDIA?
PICK THREE OR
FOUR OUT OF THE
LIST AND SMASH
THEM. DON’T TRY
AND DO TEN OF
THEM AND END-
UP WITH A HALF-
ASSED JOB
making it searchable, in-depth, quotable
and evergreen – it should still be relevant
in a year’s time. If you can do that, you’ll
find people will share it and you’ll start to
position your business as an authority.
WHAT IS SUCCESSFUL SOCIAL-MEDIA?
There’s no point in any of this unless you
have some sort of metric with which to
measure your success. How would your
company define success in the social-media
space? Claiming ‘engagement’ as a metric is
pointless. Engagement doesn’t sell things,
no matter what other social media gurus
out there might claim.
Don’t be afraid to tie your activity to real
sales metrics. How many new business
enquiries do you get? How many times are
current clients referring new clients to you?
How many widgets have you sold?
Don’t be afraid to use social media to deliver
a call to action. Don’t do it all the time, of
course, but don’t be scared off either. i
SIMON DELL operates his
own agency, focusing on
digital marketing strategies
and customer engagement.
Learn more: simondell.com
44 Jeweller March 2018

MY STORE
STORE:
CAROLINE NÉRON
COUNTRY: Canada
NAME: Caroline Néron
POSITION: Founder, Caroline Néron
When was the renovated
space completed?
Our flagship store in Laval, Quebec was
renovated in April 2015.
Who is the target market and how
did they influence the store design?
Our target market is the young and
young at heart.
The ever-evolving Millennial consumer’s
lifestyle and experience of having
visual access and catering to instant
gratification through a shopping
experience made us realise that our
space needed to be not only welcoming
but also easy to navigate.
With the relationship between store
ambience and consumer purchasing
in mind, which features in the store
encourage sales?
We made sure that our store not
only had a closed-in showcase that
represented our stories and lifestyles
correctly but that consumers also
had access to our product through
the tangible runway in the centre
of our store.
Consumers can gather to complete
their shopping experience through
touch and trial as if they were in
their own closets, all with the helpful
guidance of our sales associates.
What is the store design’s ‘
wow factor’?
Our ‘wow’ factor is obviously our
centre runway platform, which
exudes the vision of our company,
“Glamour with a bohemian spirit.”
While fashion can be interpreted in
many forms, we wished to provide
a full circle experience through our
campaigns, products and retail stores
to the ever evolving consumer. i
March 2018 Jeweller 45

10 YEARS AGO
WHAT WAS MAKING NEWS 10 YEARS AGO?
A SNAPSHOT OF THE INDUSTRY EVENTS THAT MADE NEWS HEADLINES IN THE MARCH 2008 ISSUE OF JEWELLER.
New look, new
stores for Pandora
The story: Pandora has launched a new
marketing campaign and logo for 2008,
aimed at reflecting a recent surge in the
brand’s recognition. The logo is now
headed by a crown, which “not only
represents the status of this crowned-
Danish brand, but represents a ring
that hints at the endless universe that is
Pandora’s range of jewellery.”
The campaign replaces Pandora’s previous
promotion, which featured fashion
magazine editors creating their own
Pandora bracelets.
Australian Press Council sides
with JAA over poll reports
The story: The Australian Press Council (APC) has
upheld a complaint from the JAA against Fairfax
media, and ordered the publisher to print “an
adjudication in full detail”.
The Sydney Morning Herald’s website ran a story about
a survey conducted by the Diamond Certification
Laboratory of Australia (DCLA) that claimed 70 per
cent of consumers suspect they are being “ripped
off” when they buy diamonds, and do not trust
jewellers. A similar story was also published on News
Limited’s online news site (news.com.au).
The JAA promptly challenged both Fairfax and
News Limited, complaining that the online poll
was open-access, uncontrolled and flawed with
inaccuracies.
The APC statement said: “While DCLA may well be
an expert on diamonds, its press release did not
state its own views about the honesty of jewellers,
but rather those of an unknown number of people
attracted to an online poll.”
VALE: DR GRAHAM BROWN
The story: The Australian
gemmological and jewellery
industries are mourning the
passing of gemmologist Grahame
Brown. Aged 71, he died of
cancer on January 15 at Wesley
Hospital, Brisbane.
The editor of Australian Gemmologist
and author of more than 500
published gemmological papers,
Brown will be remembered not only
for his significant contribution to
the worldwide gemmological
community but also as a good
friend and mentor to many.
In 1978, Brown was awarded the
first GAA Research Diploma for
investigations into the structure
and properties of precious corals.
He was also awarded the GAA’s
highest accolade of Honorary Life
Membership in 1990.
Palloys under new management
The story: Australia’s oldest casting service has
changed hands. Palloys has been purchased by the
Cochineas family in a deal set to ensure all Palloys’
staff – including former owner Norm Kay – will remain
employed by the business.
“This is an exciting period. Our new partners bring
fresh ideas that will only improve our customer
offering with improved designs, CAD CAM services
and better quality,” Kay said.
New director Andrew Cochineas is equally excited by
the move: “Palloys is highly-respected in the trade for
providing quality castings within short time frames.
It is a pleasure to be working with the best in the
business,” he said.
46 Jeweller March 2018

EVENTS
JEWELLERY AND WATCH CALENDAR
A GUIDE TO THE LOCAL AND INTERNATIONAL JEWELLERY AND WATCH EVENTS SCHEDULED TO TAKE PLACE IN THE YEAR AHEAD.
MARCH 2018
JEWELLERY SALON
Odessa, Ukraine
March 1–4
Learn more: expo-odessa.com/ru/ovystavke-us-vesna-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
JA INTERNATIONAL
JEWELRY SHOW
New York, US
March 11–13
Learn more: ja-newyork.com
MANUFACTURING
JEWELERS AND SUPPLIERS
OF AMERICA EXPO
New York, US
March 11–13
Learn more: mjsa.org/eventsprograms/
mjsa_expo
AMBERIF - INTERNATIONAL
FAIR OF AMBER, JEWELRY
AND GEMSTONES
Gdansk, Poland
March 21–24
Learn more: amberif.amberexpo.pl/
ISTANBUL JEWELRY SHOW
Istanbul, Turkey
March 22–25
Learn more: march.
istanbuljewelryshow.com/en-us/
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
PALAKISS
Trade and delivery jewellery show Italy
Vicenza, Italy
April 7–9
Learn more: palakisstore.com/en
NATIONWIDE JEWELLERS
ANTWERP TRIP
Antwerp, Belgium
April 8–13
SHOWCASE JEWELLERS
INDIA TRIP
India
April 15– 26
MAY 2018
GAA 71ST FEDERAL
CONFERENCE AND
SEMINAR
HOBART, AUSTRALIA
May 3–6
Learn more: gem.org.au
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: 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
AUGUST 2018
AUSTRALIAN OPAL
EXHIBITION
Gold Coast, Australia
August 2–3
Learn more: austopalexpo.com.au
LEADING EDGE GROUP
JEWELLERS MEMBER AND
SUPPLIER CONFERENCE
Sydney, Australia
TBA
SHOWCASE JEWELLERS
MEMBER AND SUPPLIER
CONFERENCE
Hunter Valley, NSW
August 20–24
NATIONWIDE JEWELLERS
MEMBER EVENTS
(in conjunction with International
Jewellery Fair)
Sydney, Australia
August 25–27
INTERNATIONAL
JEWELLERY FAIR
Sydney, Australia
August 25–27
Learn more: jewelleryfair.com.
au/2018
SEPTEMBER 2018
INTERNATIONAL
JEWELLERY LONDON
London, UK
September 2–4
Learn more: jewellerylondon.com
HONG KONG WATCH &
CLOCK FAIR
Hong Kong, China
September 4–8
Learn more: m.hktdc.com/fair/
hkwatchfair-en/HKTDC-Hong-Kong-
Watch-and-Clock-Fair.html
March 2018 Jeweller 47

MY BENCH
Kosta Theochari
WORKS AT: MDTdesign
AGE: 32
YEARS IN TRADE: 16 years
TRAINING: Certificate III in
jewellery manufacture
FIRST JOB: MDTdesign in
2003
OTHER QUALIFICATIONS:
Practical diamond grading
Favourite gemstone:
I am in love with all
diamonds. My favourite is
high colour fancy yellow,
each stone is unique and
individual.
Favourite metal:
I love working in platinum
as it poses more challenges
than gold. The weight, look
and feel is so much nicer!
Favourite tool:
I love my saw frame, as
it is very old and I keep
replacing components to
keep it alive.
Best new tool discovery:
Laser welder is a great
piece of machinery to have,
especially when it comes to
delicate re-tips.
Best part of job:
Remaking customers’ old
pieces into something new
and modern, and giving
their old stones a new look!
Worst part of job:
Customers needing an
engagement ring yesterday.
Best tip from a jeweller:
Aim for every component of
the ring to be 100 per cent
perfect. If every component
is only 98 per cent perfect
you will end up with a ring
only 50 per cent perfect.
Best tip to a jeweller:
Learn to set your
own stones.
Love jewellery because:
It has so much meaning,
and resembles important
points of people’s lives. i

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SOAPBOX
A FAIR GO FOR GOLD
During my early days as a jeweller,
troubling images of filthy mines with
poor working conditions prompted me
to research alternative gold sources. This
led me to become Australia’s first licensed
supplier of Fairtrade Certified Gold, a
qualification which guarantees the gold
I work with has been mined and sold
according to Fairtrade standards.
However, there is confusion about what
Fairtrade Gold is. Basically, Fairtrade gold is
just gold! It doesn’t differ in composition
or quality to gold from any other source.
The difference is that Fairtrade Gold has the
power to create better opportunities for
disadvantaged miners and communities.
Around 90 percent of the world’s gold
producing workforce is made up of artisanal
and small-scale miners (ASM). There are 16
million of these miners and almost all of
them work in illegal conditions with little
access to sanitation or education.
Often, ASM gold ends up being sold at
as low as 70 percent of the international
market price. Because of this, these miners
are trapped in a cycle of poverty. They
have no money to invest in improving their
operations and no way of creating more
efficient, sustainable mining practices.
Without safe methods for gold extraction, in
many cases they are forced to spend their
days standing in pools of mercury.
International laws protect those involved in
large-scale mining and prevent hazardous
practices like the unsafe use of mercury; but
in practice, these laws do nothing to benefit
small-scale miners.
While most gold from bullion dealers in
Australia is sourced from big mines which
meet environmental guidelines and
approved OHS standards, the point of using
Fairtrade gold is to support change in an
area that desperately needs it.
Fairtrade gold is still sourced from small
scale, artisanal mines, however there is a
major difference; the miners are guaranteed
a fair price for their efforts. Premiums paid
by buyers are provided to the administrators
to spend on improving their business, or on
projects that benefit their local community.
Fairtrade assistance allows formerly illegal
miners to be registered and to receive
appropriate training and support. The result
is better, more efficient business practices
and the opportunity to generate more sales
on better terms.
Our business uses gold sourced from the
Sotrami mine in Peru, which is one of only
a handful of mines to be Fairtrade accredited.
Sotrami began with just a few workers in the
1980s and now supports a village of 3,000
people. It is cooperatively owned and the
workers run a committee that enables them
to hold the administrators accountable. In
accordance with Fairtrade principles, a fixed
proportion of profits go to the community,
mainly to help provide water and electricity.
The pay at Sotrami is good by industry
standards. Those in charge of the mine have
made a conscious attempt to minimise
environmental impact by avoiding the use
of mercury and controlling the use of other
chemicals.
IN ACCORDANCE
WITH FAIRTRADE
PRINCIPLES, A
FIXED PROPORTION
OF PROFITS GO TO
THE COMMUNITY,
MAINLY TO HELP
PROVIDE WATER
AND ELECTRICITY
Many of my clients get in touch because
their own search for ethical products has led
them to my website. They come to me with
numerous questions about Fairtrade gold
and ethically sourced gemstones, which I am
pleased to answer.
My customers are very informed and I take
pride in being able to share my knowledge
with them.
They leave delighted, not only because
they have a one-of-a-kind wedding or
engagement ring, but also because they are
thrilled to have an ethical Fairtrade product
with a positive story behind it. In most cases,
they don’t mind paying the small premium in
return for knowing the gold in their ring was
ethically sourced.
Fairtrade is inching its way towards the
mainstream. I am looking forward to a future
where more providers are proud to tell their
clients that their gold has been mined with a
lower impact to the planet, and in a way that
benefits the people who source it.
Fairtrade gold is available in 24ct grain,
18ct white and yellow stock gauge, and is
available from Fairtrade certified bullion
dealers in the UK and Europe.
Applying for a license is a fairly simply
process managed through Fairtrade Australia.
More: fairtrade.com.au i
Name: Zoё Pook
Business: Zoё Pook
Position: Owner
Location: Wahroonga, NSW
Years in the industry: 12
50 Jeweller March 2018

Seeing is believing
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Sparkling business opportunities, insights, inspiration and the latest global trends
Meet face to face with peers and industry groups
pms 2935 C
pms 2935 C
August 25 > 27, 2018
ICC Sydney > Exhibition Centre > Darling Harbour
Organised by

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A delicious range of natural
semi-precious gemstone jewellery
set with sparkling white diamonds,
available in every colour of the rainbow.
Beautifully crafted in 18ct gold.
SAMS GROUP
AUSTRALIA
E pink@samsgroup.com.au W samsgroup.com.au P 02 9290 2199
123 Clarence Street, Sydney NSW 2000