Jeweller - May Issue 2018

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY
MAY 2018
On trend
THIS YEAR’S FASHION
JEWELLERY STYLES
Hello future
+ +
PRESENTING THE 2018
CAD/CAM REPORT
Hong Kong
HONG KONG JEWELLERY FAIR
REVIEWED IN DEPTH

Seeing is believing
What are you looking for at this year’s International Jewellery Fair?
Rare gems, stunning creations, display ideas, an innovative supplier, that rare product line
or a unique piece from an artisan? You will find it all and more at the fair.
pms 2935 C
pms 2935 C
August 25 > 27, 2018
ICC Sydney > Exhibition Centre > Darling Harbour
Organised by

WORLD SHINER PTY LTD
Inspired Performance. Year After Year...
WORLD SHINER
World Shiner proudly introduces Argyle Pink Diamonds
NEW SOUTH WALES Suite 301, Level 3, 70 Castlereagh Street, Sydney 2000, P: 02 9232 3557, E: sydney@worldshiner.com
VICTORIA Suite 502, Wales Corner, 227 Collins Street, Melbourne 3000, P: 03 9654 6369, E: melbourne@worldshiner.com
QUEENSLAND Unit 17, Level 11, 138 Albert Street, Brisbane 4000, P: 07 3210 1237 E: brisbane@worldshiner.com
NEW ZEALAND Suite 4K, 47 High Street, Auckland P: 09 358 3443 E: nz@worldshiner.com
WWW.WORLDSHINER.COM
• AUSTRALIA • BELGIUM • CANADA • GERMANY • INDIA • JAPAN • SPAIN • TAIWAN • UNITED KINGDOM • USA • NEW ZEALAND

THIS YEAR’S FASHION
JEWELLERY STYLES
VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY
PRESENTING THE 2018
CAD/CAM REPORT
MAY 2018
HONG KONG JEWELLERY FAIR
REVIEWED IN DEPTH
CONTENTS
MAY 2018
17/
23/
30/
FEATURES REGULARS BUSINESS
14/ 100 YEARS
Adelaide family jewellers Archer &
Holland are celebrating a milestone.
17/ TRENDING NOW
Capitalising on this season’s fashion
jewellery offerings.
23/ DIGITAL TOOLBOX
How the industry is embracing
CAD/CAM.
30/ HONG KONG FAIR
The Hong Kong fair was a recordbreaking
success, Angela Han writes.
9/ Editorial
10/ Upfront
12/ News
34/ Gems
Colour investigation: sapphire
41/ MyStore
Be inspired by the most unique
store layouts around.
42/ 10 Years Ago
43/ Calendar
44/ My Bench
46/ Soapbox
We’ve forgotten the customer is
important, Bruce Rosewarne laments.
35/ Business feature
Chris Petersen explains
how to operate in an
omni-channel market.
37/ Selling
Doug Dvorak shares five
ways to succeed in sales.
38/ Management
It’s too easy to lose customers,
Steve DiGioia reports.
39/ Marketing
Rich Kizer and Georganne Bender
share ways to improve customer
service.
40/ Logged On
Melissa Megginson explains
how to crunch the numbers
on Instagram.
On trend
Hello future
+ +
Hong Kong
Front cover description:
Fashion jewellery is as relevant as
ever for younger generations.
May 2018 Jeweller 5

All that glitters isn’t gold. It’s platinum.
AUSTRALIA WIDE 1300 886 108
palloys.com.au
Sydney | Melbourne | Brisbane | Perth

THE VITAL SOURCE FOR NATURAL FANCY
COGNAC DIAMONDS
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 AND WHOLESALING

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

EDITORIAL
THERE’S NOTHING EASY ABOUT E-COMMERCE
Last month I wrote about how SEO
scammers prey on small businesses,
including jewellers. I discussed how you
probably receive emails guaranteeing your
store will appear on the first page of a
Google search, which is obviously claptrap.
If someone searches for your store name
and you don’t appear on page one, you
have far greater problems than SEO!
This month I would like to deal with the
notion that your store should, or must,
have full e-commerce capabilities. You
see, research suggests small retailers are
abandoning the belief that they must excel
at physical (bricks-and-mortar) retailing as
well as online retailing.
I don’t think anyone would doubt that large,
traditional retailers must excel at both–
Myer, David Jones and JB HiFi are a few that
must compete in all channels – but is it
equally important for small jewellers?
Before going any further, all my
observations presuppose that your website
is first rate, conforming to current tends
such as responsive design, where the page
adapts to fit the device in use. Assuming
your website also addresses basic SEO
practices then the issue is whether you
need a fully-fledged e-commerce capability.
This is where things start to get very
expensive.Sure, there are plug and play
options that can be considered but their
advertised costs never reflect the final
cost of full functionality, and once you
have the design done, you will need an
SSL Certificate for credit cards, a payment
gateway or payment provider and, in some
cases, an online merchant bank account.
You’ll also need a shipping company like
Australia Post to deliver your products.
The costs are high so are they all worth it?
Would it be better to invest your time and
money elsewhere?
Well, it comes down to sales. How much
more will you sell by offering e-commerce
to your customers? Do they need such
convenience? Jewellery is generally not
a recurring purchase. Unlike FMCGs,
customers who buy a ring are unlikely to
purchase another online in any short
length of time.
According to the Australian Retailers
Association, online shopping accounts for
around 7 per cent of total retail sales ($285
billion) but this includes services such as
airline tickets, which are basically no longer
done at a store level. When was the last
time you purchased a ticket from a travel
agent to fly interstate?
If online shopping accounts for only 7
per cent of all retail sales, how much of
that is jewellery and watches? And if it’s
an insignificant amount in the scheme
of things, by how much do you need to
increase your store sales to offset the cost of
implementing an e-commerce platform?
Indeed, KPMG research shows that jewellery
purchased online is not as popular as one
would imagine being the 21st on the list
of retail product.
A 2016 UK study by Barclaycard found
RESEARCH
SHOWS THAT
JEWELLERY
PURCHASED
ONLINE IS NOT
AS POPULAR
AS ONE WOULD
IMAGINE BEING
THE 21ST ON
THE LIST
OF RETAIL
PRODUCT
that six in 10 retailers were negatively
impacted by consumers’ propensity to
return unwanted items, while one in
five businesses increased the price of
items to cover the cost of managing and
processing customer returns. The ease
of online shopping and free returns has
fundamentally changed the way people
shop and Barclaycard’s research found that
30 per cent of shoppers deliberately overpurchase
then return unwanted items.
The problem is such that some small
businesses are actively turning away from
online trading. According to Barclaycard’s
research, more than one-fifth (22 per cent)
of bricks-and-mortar retailers choose not to
sell online due to concerns about the costs
of managing deliveries and returns.
I don’t believe that independent jewellers
are doomed if they decline to offer
e-commerce. Quite the opposite, in fact.
If you weigh up the development costs
and the ongoing fees and management to
offer online shopping, the better option for
most stores is to leave it to the big boys.
Go back to basics and focus on good, old
customer interaction, excellent advice and
product knowledge.
The largest indicator that there’s life in
traditional retail is that once online-only
businesses are now opening bricks and
mortar stores.
It’s back to the future, all over again!
Coleby Nicholson
Managing Editor
May 2018 Jeweller 9

UPFRONT
“To make the
universe! A
customer had a
set of coloured
diamonds which
I set into a ‘solar
system’ inspired
engagement ring
with a detachable
head.”
What’s the quirkiest request you’ve ever had?
MATT LORETAN, MATT
LORETAN JEWELLERY
BULLETIN BOARD
n DINNER TIME
Mixing dining and retail is making
its mark in the jewellery industry.
After Tiffany & Co opened a café last
year, watch brand IWC followed suit,
becoming the first watchmaker with
its very own bar. Retailers could use
this for inspiration on how to sell
experiences – not just products
– to customers.
n BREATHE IN
Having “fresh, breathable air” is one
way retailers can hold on to their best
employees. According to an article by
Entrepreneur, good indoor air quality
is one of the most important factors
for workers. “This is just one simple
measure businesses can take to help
their [employees] feel and perform
better,” it added.
n THE COFFEE TEST
Marketing writer David Newman
shares with retailers: “Imagine you are
having a cup of coffee with a friend.
Could you read from your website
without having them choke with
laughter or stare in confusion? If the
answer is no, write what you would
feel comfortable saying.”
“A customer
requested for a
ring to be made
from a mould
of a real
McDonalds
french fry, as
they were a big
potato fan.”
DIGITAL
BRAINWAVE
KRISTA BRADLEY,
WINDFALL JEWELLERY
“A 9-carat gold,
cat shaped urn
pendant for a
cat’s ashes. It
had a screw off
top where the
customer could
put the ashes in.”
LOUISE SHAW, LOUISE
SHAW JEWELLERY
INSTASHOP TIL YOU DROP
Instagram’s latest updates have officially landed
down under. Rolled throughout Australia in late
March, Instagram’s ‘shopping’ feature now allows
retailers to directly list products for sale within
their posts. With a capacity to tag up to five products per post – filters and captions are
optional – consumers will see a product description, how much the item costs, and a
link directly to the buyer’s website in order to purchase the item. It’s only a matter of
time before “less transactional, more actionable” modes of shopping change the way
jewellers use this social media juggernaut in the future.
TOP PRODUCT
Pierre Cardin’s new timepiece, distributed
by Instyle Watches, features an opal dial
and a 41 mm round stainless steel case. The
19 mm band is available in stainless steel
mesh or leather. It was the most popular
product last month ranked by views at
jewellermagazine.com.
VOICE OF THE AUSTRALIAN
JEWELLERY INDUSTRY
jewellermagazine.com
Editor
Coleby Nicholson
Journalists
Alex Eugene
alex.eugene@jewellermagazine.com
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
Jeweller is published by:
Gunnamatta Media Pty Ltd
Locked Bag 26, South Melbourne,
VIC 3205 AUSTRALIA
ABN 64 930 790 434
Phone: +61 3 9696 7200
Fax: +61 3 9696 8313
info@gunnamattamedia.com
Copyright: All material appearing
in Jeweller is subject to copyright.
Reproduction in whole or in part is
strictly forbidden without prior written
consent of the publisher.
Gunnamatta Media Pty Ltd strives to
report accurately and fairly and it is
our policy to correct significant errors
of fact and misleading statements in
the next available issue. All statements
made, although based on information
believed to be reliable and accurate at
the time, cannot be guaranteed and
no fault or liability can be accepted
for error or omission. Any comment
relating to subjective opinions should
be addressed to the editor.
Advertising: The publisher reserves
the right to omit or alter any
advertisement to comply with
Australian law and the advertiser
agrees to indemnify the publisher for
all damages or liabilities arising from
the published material.
10 Jeweller May 2018

Middle East & Europe: +972.3.575.0011 Far East: +852.2111.2811 America: +1.212.302.0002

NEWS
NEWS
Gold dealer fronts court over robberies
Gold and diamond dealer Alejandro
Mendieta Blanco, who was charged
by Victoria Police with selling stolen
jewellery last year, has faced court on
hundreds of charges.
Along with Julio Mendieta Blanco and Chey
Tenenboim, Mendieta Blanco faced the
Melbourne Magistrates Court on Monday 9
April on 453 separate charges. It was alleged
he and the co-accused had knowingly
received and sold jewellery stolen from a
series of armed robberies.
According to a report by The Age,
Mendieta Blanco has also been charged
with undervaluing customer’s gold and
attempting to “rip off” customers. “In one case,
they classified jewellery as nine carats when it
was worth 14 [carats],” the report stated.
It is understood that next month, the court
will hear testimony from some of the alleged
armed robbers, as well as “civilian witnesses”
who will give evidence on how their jewellery
had been stolen.
As previously reported by Jeweller, Mendieta
Blanco has also been implicated in two other
investigations.
In January 2018, Mendieta Blanco was
ABC earns gold accreditation
Australian independent business ABC
Refinery has recently earned accreditation
on the Shanghai Gold Exchange (SGE),
the official network for all Chinese gold
sales. The award means ABC Refinery – a
division of Pallion – is now one of just seven
international firms with accreditation by
both the London Bullion Market Association
(LBMA) and the SGE.
ALEJANDRO MENDIETA BLANCO (CENTRE)
ordered to pay diamond supplier Australian
Diamond Trading Corporation (ADTC) more
than $200,000. The judgement, which was
handed down by the Supreme Court of
Victoria, stemmed from a 2016 injunction
between the ADTC and diamond dealer
Ronnie Ben-Simon.
In addition, Mendieta Blanco is reportedly
being investigated by the Australian Taxation
Office (ATO) for his alleged participation
in the goods and services tax (GST) fraud
scheme involving the gold bullion and
precious metals industries. The investigation
began after a business activity statement was
submitted for his Sell Your Gold business that
requested a GST refund of approximately $1
million. The three men are expected to face
court again on 7 May.
Diamond and opal
awards open now
Diamond Guild Australia (DGA) has
announced its Diamond Jewellery
Design Awards will now take place
in August. The biennial awards focus
on designs that incorporate natural
diamonds. As previously reported
by Jeweller, they were originally
scheduled for May.
“The decision to reschedule our awards
has been taken after learning that there
will not be other jewellery industry
design awards held in 2018,” DGA
executive officer Melissa James said in
a media statement. “This has allowed us
to revise the timeframe for our awards
to give all participants more time to
prepare their entries. We believe this
will ensure the highest standard of
design and number of entrants.”
The Diamond Guild Awards have
been held biennially since 2005.
The upcoming event will be the
8th competition conducted by the
industry association.
In other local awards news, the
Queensland Boulder Opal Association
has announced entries for its
annual opal jewellery design
awards have opened.
According to the association, the
Queen of Gems International Boulder
Opal Jewellery Design Awards are one
of very few local jewellery competitions
offering cash prizes for the winning
entries. The three categories –
professional jeweller, emerging jeweller
and object design – encourage entrants
to “showcase the modern opal jewel
through limitless creative energies”.
“Taking Australian gold to the world’s largest
physical bullion market is a critical strategic
initiative for ABC Refinery and the Pallion
group,” Phillip Cochineas, managing director
of ABC Refinery said.
“It is also a significant demonstration of the
strong bilateral trade between our respective
countries,” he added.
ABC REFINERY EARNS SGE CREDENTIALS
To secure accreditation for the Shanghai
Gold Exchange, ABC Refinery had to prove
its ‘technical excellence’ and the skills
and commitment of its staff. It is widely
known that SGE takes a firm stance on
gold impurities. Accredited gold must be a
minimum of 99.99 per cent metallic purity.
REVISED DATE FOR DIAMOND GUILD AWARDS
12 Jeweller May 2018

NEWS
JAA accounting investigation continues
IN BRIEF
The Institute of Public Accountants’ (IPA)
investigation into concerns over the
‘audit’ of the JAA’s 2017 Financial
Statements is continuing.
On 18 October 2017, the JAA published
its financial accounts in time for its annual
general meeting; however, among other
errors, five different trading results (losses)
were recorded throughout the report.
The Financial Statements also raised many
other questions. Five days later, the JAA
issued an email blaming the JAA auditors,
stating they “have acknowledged some
typographical errors and are in the process
of rectifying these mistakes and formerly
explaining what has occurred.”
The Independent Auditor’s Review Report
was listed in the contents page, but was not
included to members even though the JAA
recorded an auditing fee of $4,180 at page 15.
At the time there was confusion over which
accounting firm had acted for the JAA and
allegedly made the errors.
A representative of the JAA’s long-term
auditing firm, Barry Mendel Frank & Co (now
Kelly & Partners) told Jeweller that although
the firm had completed an Independent
Review – not a formal Audit – for the previous
year (FY16), it had not prepared any 30 June
2017 Financial Statements for JAA members.
It was later established that the JAA had
appointed a new accountant Mr Harminder
(Harry) Grewal, a member of the IPA.
Therefore, it appeared that the “typographical
errors” were his responsibility. Grewal
operates a small Sydney-based practice
called Transition Accounting.
ADDITIONAL REVELATIONS
The Financial Statements were signed-off by
the JAA board, which raised further questions
as to why the glaring errors were not
identified by at least one of the six directors.
In accordance with Australian Charities
and Not-for-profits Commission (ACNC)
requirements, the JAA’s financial reports must
be either ‘audited’ or undergo a ‘independent
review report’ by a suitably qualified,
independent accounting professional.
A second set of Financial Statements
was issued by the JAA on 31 October
rectifying the obvious errors; however,
the report did not “formerly explain”
how the errors had occurred.
That second report also contained an
independent review report signed by Grewal.
However, many of the questions previously
raised surrounding Australian Accounting
Standards (AAS) were not addressed. For
example, the FY17 trading loss (–$131,819)
represented an 850 per cent change when
compared to the previous year’s result
(–$13,878) and the accounts provided a zero
balance for impairment (bad debt provision).
This seemed unusual given that the JAA’s
trade receivables (debtors) had doubled in
the past 12 months from $39,225 in FY16 to
$84,788 and the JAA had recorded a bad debt
figure the previous year.
Brandt confirmed that of $84,788 recorded
in the JAA debtors, $50,000 -$60,000 alone
pertained to just one amount: a legal dispute
with Expertise Events, which had already
been in progress for 6 -12 months.
It’s believed that the IPA’s investigation is
seeking to clarify why that amount was not
identified in the 2017 Financial Statements
and which, if it had, would have placed
the JAA in a negative equity position of
$60,000–$80,000.
Under AAS rules for ‘Impairment and
Uncollectibility of Financial Assets,’ the board
and auditor have an obligation to declare
and record “whether there is any objective
evidence that a financial asset or group of
financial assets is impaired.”
The IPA began its formal investigation late
last year.
A spokesperson for the IPA Compliance
division told Jeweller the investigation is still
in progress and cases are typically “completed
within six to nine months, and around
twelve months for matters referred to the IPA
Disciplinary Tribunal.”
JAA president Selwyn Brandt was contacted
for comment but at the time of publication
he had not responded.
+ MORE BREAKING NEWS
JEWELLERMAGAZINE.COM
*
PAYMENT PAIN
The Australian Retailers Association
(ARA) has released a public statement
saying it will push for “payments pain
reduction” for retailers. A submission
to the Productivity Commission (PC)
advocated to reduce the cost of tapand-go
payments, saying the method
accounts for two thirds of card payments
in Australia. “The findings of the PC show
that retail merchants are struggling to
manage the high costs associated with
Australia’s current payments system,”
Russell Zimmerman, executive director
of the ARA said. “As customers expect
retailers to adopt innovative, seamless
and efficient payment options, they are
left with little choice but to bear
the cost burden.”
*
SEIKO JOINS DESIGN EVENT
Watch supplier Seiko has participated
in Milan Design Week for the first time.
Counted as one of the world’s largest
design events, the show drew over
343,000 international visitors in 2017. The
Grand Seiko watch was included in an
exhibition titled ‘The Flow of Time’, which
featured installations by two prominent
Japanese artists.
*
INDIAN SCANDAL CONTINUES
Further allegations have emerged about
the Indian diamantaire who was recently
exposed for large scale financial fraud.
According to a Times of India report,
Nirav Modi also allegedly swapped
rough diamonds for synthetic stones in
internationally exported jewellery. Modi’s
company Modi Firestar Diamonds has
since filed for bankruptcy, and is alleged
to have obtained fraudulent loans from
Punjab National Bank to the value of at
least US$1.8b (AU$2.4b).
*
ONLINE LUXURY
UK-based online retailer Net-a-Porter
has launched a fine jewellery and watch
‘emporium’. The site paired with Cartier
in 2017, and sold a watch valued at
over £113,000 (AU$208,000) on the
first day of offering.
May 2018 Jeweller 13

NEWS
Family jeweller celebrates a century
One of Adelaide’s oldest family owned
jewellers is celebrating 100 years in
business, providing a positive example of
longevity in the jewellery industry.
Archer & Holland, which is owned by
Meredith and Bill Whiting, celebrated the
milestone event by having their store name
presented on one of Adelaide’s city trams. It
will be displayed for the next three months
as part of the celebrations.
“The tram is a sentimental piece of history
for all of us at Archer & Holland. We are the
first private business to advertise on an
Adelaide tram,” the Whitings said in a media
statement. “As a family business, we are so
pleased to celebrate this milestone year with
our team and loyal customers. We couldn’t
think of a better way to showcase our history
and in such a significant place.”
The business was founded by Herbert Archer
and Herbert Holland in 1918, and eventually
was taken over by Holland’s daughters in
the 50s. His grandson Bill and wife Meredith
went on to buy Archer & Holland in 1992 –
although it was a rocky road to where
they are now, in the City Cross Arcade,
Rundle Mall.
“Meredith and I took over Archer &
Holland from my parents after surviving the
recession of the late 80s,” Bill told Jeweller.
“Our early years in the business were
challenging as we had to build up Archer
& Holland again. The shop had many store
locations over the years, and people had
trouble finding us. We had to build customer
MEREDITH AND BILL WHITING
confidence again and secure our position in
the jewellery market.
“Being a manufacturer brought more
customers to the shop and increased trade
dramatically, as most jewellers used to send
their repairs away. We also started selling
second hand jewellery to the public.”
The jeweller also specialises in unique,
custom designs, including engagement
and wedding rings. “Bill, who has created
stunning pieces of jewellery for over 40
years, manufactures and repairs all pieces in
store,” Meredith added.
‘“We feel proud and lucky that we’ve
been able to succeed, not only as a family
business but also having managed to build
up our loyal client base,” Bill continued. “This
year, we are proud to work with our family
serving our wonderful and loyal customers –
and hope to do so for many years to come.”
“WE FEEL PROUD
AND LUCKY THAT
WE’VE BEEN ABLE
TO SUCCEED,
NOT ONLY
AS A FAMILY
BUSINESS BUT
ALSO HAVING
MANAGED TO
BUILD UP OUR
LOYAL CLIENT
BASE”
Asked if any jewellery pieces stood out
during their 25 years owning the business,
the Whitings both noted an “amazing” ring:
“One of our interstate clients had a custom
made here in Adelaide – a 3.05-carat white
diamond. It took over 40 hours to design and
craft. The ring was valued at $150,000.”
The Archer & Holland tram will travel along
Adelaide’s Hindmarsh– Glenelg line until
June 2018. i
14 Jeweller May 2018

RETAIL
ARA
SALES AND SERVICE: THE FIBRE OF AUSTRALIAN RETAIL
Sales and service have always been the
backbone of retail. But as technology,
the economy, the environment and social
awareness change, so too must retailers
and consumers. RUSSELL ZIMMERMAN
explains how to keep up.
Business terms like connection, relationship
building, consumer loyalty and customer
experience are increasingly used to express
the new ways retailers and consumers
interact. Customers now have immediate
access to information about price and
competition, which is changing the way
traditional retailers operate.
The ability to comment on social media is
challenging retailers who have low customer
service standards. This is great news for brands
with a commitment to customer service,
and retailers who offer a unique product,
but unfortunate news for others. The trading
environment may be rough, but there is a real
opportunity for dynamic businesses to thrive
in the new world of retail.
BE CUSTOMER-CENTRIC
In today’s retail environment, being customercentric
is all about having an underlying
commitment to placing the customer’s
interest at the centre of every business
decision. The classic saying ‘the customer
is king’ is now more relevant than ever. But
rather than signaling the death of retail, this
attitude creates an opportunity for retailers
to tailor their offering and provide value that
goes deeper than the product itself.
Retailers need to become smarter about how
they connect with, and appeal to their desired
customers. There is no better time than now
to be a retail customer because there is so
BEING
CUSTOMER-
CENTRIC IS ALL
ABOUT HAVING
AN UNDERLYING
COMMITMENT
TO PLACING THE
CUSTOMER’S
INTEREST AT
THE CENTRE OF
EVERY BUSINESS
DECISION
much choice. Using technology, consumers
are able to globally source, price and
purchase products from the comfort of their
living room, or in-store via their smartphone.
Retailers both large and small benefit from
paying close attention to how they develop
their sales and service strategies, because in
modern retail, the success of their business
depends on it.
STAFF ARE THE SPIRIT OF RETAIL
The spirit of retail lies with its staff, as
salespeople are essential to the growth and
sustainability of the retail industry. How staff
approach, interact with, learn about, and
introduce their product to customers is a
strong part of the business, and every effort
made to resolve customer expectations or
complaints are an investment.
When customers measure the performance
of a retailer, brand or store, a different set
of rules apply. Each customer varies, and
they may have differing expectations for
certain retailers. However, there are several
consistencies in how they decide whether a
retail experience was to their liking or not.
Ultimately the aim of great sales people is
to develop long-term relationships, which
provide an opportunity for future sales.
INVEST IN A SUPERIOR WORKFORCE
With great service being the key to retail
success, it’s important to take a close look
at the recruitment process. Employment,
training and staff development all
contribute to business growth and
sustainability. Investing in superior retail staff
not only instills a strong service culture, but
it also gives staff an opportunity to grow.
HERE TO HELP
The Australian Retailers Association (ARA)
assists retailers to enhance the staff
development process, transforming retail
from a stepping-stone industry to a longterm
and fulfilling career.
Their training department provides
employment training solutions, which
include Retail Buying, Visual Merchandising,
Financials, Marketing, Operations, and Sales
and Service Strategy.
The ARA also promotes and protects
employer interests. As Australia’s largest
retail peak body industry, the ARA is a strong
pro-active advocate for Australian retail.
The ARA works to ensure retail success by
informing, protecting, advocating, educating
and saving money for its small, medium and
large members. i
RUSSELL ZIMMERMAN is
is the executive director
of the Australian Retailers
Association (ARA).
Email: info@retail.org.au
The Australian Retailers Association (ARA) is the largest association representing the country’s
$310 billion retail sector, which employs more than 1.2 million people. Providing expert advice
across multiple disciplines including leasing and wage rates, the ARA’s mission is to ensure
retail success by informing, protecting, advocating, educating and saving money for members.
May 2018 Jeweller 15

The Original customisable jewellery with interchangeable colours
Mother’s Day
Collection
lesgeorgettes.com - Trademark, registered designs and patents pending - Copyright © 2018 Altesse
An original creation by Altesse Paris
Made in France
contactaus@lesgeorgettes.com - #lesgeorgettes_byaltesse - +61 (0)2 8998 1900

FASHION JEWELLERY
Perfectly
imperfect
TREND SETTERS ALL OVER THE
GLOBE HAVE SPOKEN: DAINTY,
‘IMPERFECT’ STYLES ARE SHAPING
THIS SEASON’S FASHION
JEWELLERY SCENE. TALIA PAZ
DETAILS HOW RETAILERS CAN MAKE
THE MOST OF THESE OFFERINGS.
ewellery retailers appreciate how fickle fashion can
be – bold statement pieces make way for minimalist,
subtle styles faster than one can put together a window
display for an upcoming season.
This season’s hottest pieces are inspired by fine art,
nature and life’s ‘imperfections’, a sharp contrast to the delicate
aesthetic that has characterised the fashion jewellery landscape
these last few years.
What does this mean exactly? Think mismatched earrings, organic
and sculptural necklaces, bracelets and rings that resemble
molten metal, and whimsical designs inspired by nature.
“Fashion has a recent preoccupation with all things imperfect
– ugly footwear, unisex styles, asymmetrical hems, and
mismatched prints,” Kimberly Ong wrote for renowned fashion
magazine Harpers Bazaar in a March 2018 article. “Fashion has
now embraced [this trend] in all its imperfect glory, and we’re
certain it’s here to stay.”
May 2018 Jeweller 17

®
TONES & SILVER
WHOLESALERS OF QUALITY JEWELLERY
LES GEORGETTES HIPP CARLY PAIKER
Showroom – Braeside VIC
Ph: +61 3 9587 1215
Email: info@stonesandsilver.com.au
TREND ME HAPPY
Fashion has long been about wearing statement
pieces that catch the eye; however, this season
the trend has extended to wearing ‘extra-special’
designs that stand out even more. Local designer
Carly Paiker, whose collections range from
stocking “very chunky” statement pieces to ultrafine
delicate pendants and rings, explains further.
“For the remainder of 2018, ear lobes will
continue to demand attention, with statement
earrings being the focus,” Paiker says. “This means
arty, mixed materials, mismatched and with a
handmade feel. There is also an underwater theme
coming through with irregular pearls, beaten
metals in gold metal tones – think pirate’s treasure,
lost ancient coins and a mermaid’s jewel box.”
Such earrings can be worn as a pair or individually
for an “electric take on asymmetry,” Anna Lapalca, a
journalist at Who What Wear, rightfully notes.
Cheryle Roberts, managing director of supplier
Stones & Silver, adds that pearl and turquoise styles
are also having a serious moment. “Our clients are
loving the two tones of silver and rose gold, so we
are always looking for trends with these metals,”
Roberts says. “Black rhodium is always popular in
winter too – fashion tends to focus on greys and
blacks in winter, and black goes with everything.”
According to Debbie Faraday, creative director of
Pernille Corydon Jewellery distributor Hipp, there
has also been a strong shift back to yellow gold:
“Feminine, sophisticated and well-priced pieces
are the focus here.”
Charlotte Blakeney agrees with these sentiments.
The local designer, whose business By Charlotte
counts Miranda Kerr and Elle Macpherson as
customers, says pendant necklaces, statement
hoop earrings and signet rings are also key trends
shaping this season’s fashion jewellery scene.
“This year has also seen a move towards spiritual
and personalised jewellery. In particular, we’re
seeing a push for birth stones and zodiac-themed
pieces,” she adds.
A recent Marie Claire article also offers some
worthy insights into the latest trends: “Perhaps
as an antidote to our troubled times, fashion has
taken a turn for the contemplative, looking to
nature as a source of inspiration and designing
in ways that promote harmony rather than hate.
The trick lies in artfully layering pieces of varying
lengths, mixing metals and shapes for an organic,
effortless effect.”
The trend of customising one’s own jewellery also
remains strong, according to Les Georgettes’ vice
president Frederic Brunel-Acquaviva.
“There’s an increasing demand for promoting
your own personal sense of style, which is where
personalisation of fashion jewellery comes into
play,” Brunel-Acquaviva says. “This can never go
out of fashion as it is unique to the individual. It’s
therefore important for retailers to capitalise on
this trend.”
Ken Abbott, managing director of supplier
Timesupply, adds his own thoughts on
the popularity of customisable jewellery.
“Personalisation and strong design are very
important – this is what drives the value
proposition for the customer, rather than the use
of precious metals or stones,” he says.
SLAYING THE GAME
Retailers are expected to keep up with – even stay
ahead of – seasonal fashion jewellery trends. This is
where using multiple sources comes in handy.
Global trend forecasting service WGSN, which
supplies market intelligence to the jewellery
industry, publishes forecasting reports throughout
the year. Some relevant examples for jewellers
include ‘Top jewellery Instagrams that inspire’ and
‘Top 5 wedding jewellery Pinterest accounts.’

FASHION JEWELLERY
Supplier Najo’s managing director Jo Tory believes
another way retailers can keep up with seasonal
trends is to continuously review the local and
international fashion scene.
“Like all trends, the jewellery industry mirrors what
is happening with fashion. Styles on the runways
trickle down into social media, celebs, stylists and
publications, and become pedestrian,” Tory explains.
As well as reviewing fashion runways, retailers can
also benefit from paying attention to trends in
other locations. “I would suggest being on trend
is more valuable than being ahead of the trend,”
Abbott says. “Look towards Europe for a feel of what
is trending and the UK for what is selling through.”
Of course, in today’s image-obsessed world, where
celebrities and fashion ‘it girls’ are heavily revered
for their style, social media plays heavily into how
retailers can keep up with the latest trends.
Displays that dazzle
What advice can you offer retailers regarding
merchandising and window displays?
<
“How product is displayed is the very first and
important part of the selling process – be
creative; do things differently, don’t look like the
jewellery shop down the road. Try and tell a story
with your display by using props to capture the
attention of window shoppers – it works.”
Helen Thomspon-Carter, Fabuleux Vous
“It’s all about getting the balance right – eye-catching >
enough to grab somebody’s attention without displays
being too overcrowded with products. Suppliers need
to provide full merchandising offers to match jewellery,
which is very important for any brand’s image. Everything,
from the packaging to the stands, should be coordinated
to show the variety of possibilities and colours on offer,
providing the consumer with a full experience.”
Frederic Brunel-Acquaviva, Les Georgettes
<
“Look at the big successful brands that have tried
and proven POS merchandising guidelines for
inspiration; they make creating in-store displays
very easy.” Ken Abbott, Timesupply
“Displays that have imagery and branding
will help bring the pieces to life and add
context to what can otherwise look messy.”
Debbie Faraday, Hipp
>

This season’s
“Our number one item currently being sold
is a classic drop earring with a rose gold ball.
However, our sterling silver bangles and rings
that are combined with brass, copper and
gemstones will also continue to be sought
after.” Cheryle Roberts, Stones & Silver
“Our Seafaring hoops are currently
the number one item. Inspired by
ancient underwater treasures, with
their irregular finish creating a drastic
sparkle, they steal the show!”
Carly Paiker, Carly Paiker
“All the items from our Lacey range.
They’re different, very on trend, well made
and exceptionally well-priced. Pieces
come in different shapes and already
have proven to be best sellers.” Helen
Thomspon-Carter, Fabuleux Vous
“After the success of our ring and necklace collections
last year, this season we’re introducing our debut
collection of customisable earrings. Our concept
remains the same as with our bracelets; choose your
earring design, size and finish and combine this with
a pair of interchangeable, reversible colours, which
can be transformed time and time again”. Frederic
Brunel-Acquaviva, Les Georgettes
“Choosing one item is hard! But if I had
to, I would choose the Eternal Harmony
Necklace, which is the standout statement
piece from my upcoming collection
‘Awaken’. The inspiration behind this piece is
travel – I love learning about new
cultures and exploring spiritually.”
Charlotte Blakeney, By Charlotte

Silver Fusion
Jewellery
FABULEUX
VOUS
“Today, social media plays a huge role in
influencing consumer’s choices in just about
everything, and fashion jewellery is no exception
to this,” Bruenel-Acquaviva says. He adds that
many big jewellery names have shifted to creating
“influencer marketing strategies”.
Helen Thompson-Carter, director of supplier
Fabuleux Vous agrees: “Social influencers on
social media definitely influence consumer’s
fashion jewellery choices. Retailers need to
[capitalise on this by] following fashion bloggers
and trends online.”
As well as using social media to stay on top of
trends – “Instagram is still the best way to see
the trends, both local and overseas,” Faraday
declares – the platform can be used to filter
trends down to consumers.
“Instagram is an open market where anyone can
be involved, from hobby businesses to the couture
brands we find on the Paris runway,” Paiker explains.
“It is a melting pot of creativity and has a driving
influence on our customers’ purchasing decisions.”
Instagram influencers have also had a profound
impact on consumer buying habits, Blakeney
notes. “The younger generation of shoppers are
now in tune with global fashion trends more
than ever, noting what and who their role models
are wearing,” she says. “Social media has become
incredibly important as it heightens our consumer
communication and engagement – we are able to
tap into the wants and needs of today’s customers
in relevant time.”
Although there is a strong emphasis on using social
media platforms to dictate, observe and inform
retailers and consumers on up-and-coming trends,
many suppliers agree it’s not the only strategy that
should be used.
“We strive to keep our retailers informed about
new season pieces ahead of official launch dates
through newsletters
that introduce
new trends
and designs,
along with a
link to download
sales kits and order
forms,” Bruenel-Acquaviva
explains.
“Many also forget the power of
consumer magazines. It is still a very relevant form
of marketing, whether it be in print form or online.”
Thompson-Carter is of the same mind. “Retailers
should also be following fashion jewellery trends
in print media – essentially, fashion magazines,”
she says. “They should also note that the styles of
the royal family – Kate and Meghan – are also very
influential right now.”
However, it’s not just famous people influencing
consumer’s choices, Faraday says. “Friends with
great taste can be quite inspirational within their
social circle,” she adds.
At the end of the day, consumers really are spoilt
for choice when it comes to fashion jewellery.
With so much competition, how can retailers
stand out from the pack? Faraday offers some final
words of advice.
“Offer a variety of ‘point-of-difference ranges’ with
beautiful packaging and appealing POS displays,”
she recommends. “Retailers should think outside
the square and offer their customers something
different, unexpected and refreshing. This will
encourage repeat business and make their
store a destination.”
The ever-popular fashion jewellery landscape will
continue to evolve; however, by combining simple
strategies with the right on-trend stock, retailers
can be sure that customers will be more than
satisfied this season. i
Stunning European 925 sterling silver
jewellery now available in Australia & NZ
Norwegian
Children’s
Jewellery
Tahitian Pearls
AUSTRALIA
South Sea cultured black
pearls from the pristine
waters of Tahiti
STONES & SILVER NAJO COEUR DE LION
no minimum orders or online sales
vibekehenriksen@hotmail.com
0411 725 740
119 Kiera Street, Wollongong NSW 2500

CAD/CAM
EVOTECH PACIFIC
Modern-day
AS TECHNOLOGY IMPROVES AND BECOMES MORE
ACCESSIBLE, CAD/CAM HEADS CLOSER TO BECOMING PART
OF EVERY JEWELLER’S TOOLBOX. ALEX EUGENE REPORTS.
f you think it’s tough being a retail jeweller today, spare a thought for Pierre
Bézier. A pioneer of CAD software, the French engineer did some of his
most important work in a prisoner of war camp in 1940s Germany. Bézier’s
ground-breaking research – originally for the car industry – went on to be
adapted in everything from space travel to dentistry. Today, computeraided
design and computer-aided manufacturing, commonly known as CAD/
CAM, is no longer confined to science and industrial applications; it’s also
becoming synonymous with jewellery design.
TIMES ARE A-CHANGIN’
It wasn’t long ago that jewellers saw CAD/CAM as a threat to business or, as
Chris Hill, 3D product manager at supplier LST Group puts it, “A jeweller’s dirty
little secret.” Today, the cutting-edge software and manufacturing technology is
recognised as the perfect complement to a jeweller’s bench top.
“CAD/CAM is at the forefront of a successful business,” Hill says. “Today, the trend
is to bring the CAD software out front to engage with the customer and offer
3D-printed plastic models for a trial fit.”
Trevor Sim, director of Clayfield Jewellery, has been doing just that. “Clients these
days are savvy; they love to embrace the technology and interact in the design
process. The sales increase has also been unforeseen,” Sim says.
Ben Farago is production manager at manufacturing company Rapid Casting.
He says jewellers now want in-house CAD/CAM tools.
“As more jewellers are exposed to CAD/CAM, they know when a project would
benefit from it,” Farago explains, adding, “It’s now quite common to have a lowcost
3D printer in small workshops.”
One of the best ways to combine technology with craftsmanship is by making
component pieces, according to Grant George, operations manager at metal
refiner and supplier Morris & Watson.
“A jeweller will use castings to do three or four settings separate of the shank,
then put it together with a laser welder,” George says. “No solders required, and
you’ve got a top-class product that looks 100 per cent handmade – it’s almost
impossible to tell because it’s so well done.”
May 2018 Jeweller 23

Remember when you were a
kid, and everyone said;
“In the future,
you’ll be able to do almost
anything with a computer”
and
“every kid will have a
hover board”
MORRIS & WATSON
I guess 1 out of 2 aint bad
Jason Tran, CAM team leader at Pallion agrees that the popularity
of ‘component design’ is on the rise: “With CAD/CAM, the shank can
now be drawn and printed to minimise loss, while still allowing for the
setting to be handmade.”
This is particularly important as consumers still prefer handmade
jewellery, according to Darren Sher, director of casting and refining
house Chemgold.
“Handmade jewellery is still going strong as our stock gauge and
solder sales have increased,” Sher says. “It’s fantastic to see traditional
bench and new technology being used side by side.”
Another reason why jewellers are embracing the technology is to help
them compete against the flood of generic, mass-produced goods in
chain stores.
Stapleton Jewellers is a second generation, family-owned jewellery
store that has been in business since 1972.
John Stapleton says that CAD/CAM has helped them to “thrive and
survive in these changing times”. “As a small jewellery retailer in a
shopping centre, we are able to profitably take on work that others
show no interest in,” Stapleton explains.
Hill agrees, adding, “A good jewellery-specific CAD software and inhouse
3D printer enables the jeweller to deliver something unique.
They can quickly generate interest on new designs through social
media, adapt to trending fashions and lower overheads with less stock,
all at a competitive price with enough margin to make it worthwhile,”
he says.
TECHNOLOGY IMPROVEMENTS
Like all technology, CAD/CAM is always improving. As CAD software
becomes easier to use, it attracts more jewellers willing to learn it.
“The price of these technologies plus wait times and print costs have
all reduced,” Tran says. “This has opened the technology up to those
that may have shied away in the past.”
Perhaps ironically, CAD/CAM has helped bring manufacturing back
home to Australian soil.
Phone: 1300 926 296

CAD/CAM
The computer automation reduces the need for outsourcing labour.
“Labour is very expensive here, so CAD/CAM has been a great help for jewellers
to achieve more with fewer resources,” Sher explains, adding, “They can get extra
assistance without increased staff or inventory costs.”
Stapleton agrees: “Turnover is quicker and faster than if we were outsourcing
overseas. Customers like to wear original jewellery and are proud to recommend
where it came from.”
Stapleton says he often purchases non-standard-sized, coloured stones because
they are more affordable. This means jewellery pieces need to be adjusted
for the stone size, which is easy with software. “We use CAD to easily re-size a
setting, fitting in with our current designs,” he explains.
Clayfield Jewellery has also saved time with CAD/CAM. “If a client’s engagement
ring requires a contour fit, we have the ability to import a 3D scan of the piece,”
Sim says. “Instead of spending hours recreating that ring in Matrix to then design
the wedder around it, the ring is in the software in 10 to 15 minutes– a saving of
many hours at the computer, and ultimately a saving of dollars for the client.”
Hill says 3D printers have been a “game changer” for many jewellers, particularly
the Form 2 model from Formlabs. “It can print as many as 50 rings at a time or
larger pieces like bangles, necklaces, brooches and watch cases – the cost of a
ring can be as little as 10 cents in material,” Hill asserts, adding, “Standard resins
can be used to prototype and test designs or offer a trial fitting so clients can
LST GROUP
buy with confidence. The Form 2’s precision produces a better surface finish,
resulting in less polishing and metal loss.”
Suppliers agree that demand for 3D printers is steadily increasing, thanks to
affordability. “Improvements in 3D-printing technology mean there are more
low-cost 3D printers on the market,” Farago confirms. “Due to the increased
reliability and user friendliness of these machines, jewellers are seeing it as an
effective tool to take control of their manufacture and keep it in house.”
Anthony Nowlan, director of jewellery technology company Evotech Pacific, says
there’s plenty to be excited about in the software realm.

PALLION
Suppliers
What will CAD/CAM look like in 2022?
“I think we’ll see a decrease in rapid prototyping, in
exchange for rapid manufacturing. Direct to metal
manufacturing is not only advancing to create higher
resolution pieces quicker than before, but is also falling
in price.” - Anthony Nowlan, Evotechpacific
“Sooner or later casting will be gone, and we’ll just be
printing directly. I imagine going forward there will be
a big choice of design libraries too.”
- Grant George, Morris & Watson
“To remain competitive, many jewellers will need to embrace
CAD/CAM by outsourcing the design aspect to companies
like Chemgold, or learn to use the software themselves. Direct
metal printing could also be an option by 2022 if it becomes
economically viable.” - Darren Sher, Chemgold
“Direct metal printing will be the norm. Designs will be
realised in shorter lead times, and creations will be made
available digitally to the client, who will then be able to
wear the piece through virtual reality before proceeding
with the make.” - Jason Tran, Pallion
“There are no real limits to what might be achieved with
CAD/CAM in the future. By 2022, there will probably be
commercially viable, high-resolution direct-to-preciousmetal
3D printing.” - Ben Farago, Rapid Casting
“By 2022 we will see a very different landscape of brands
in the 3D printing market. There is huge investment in
research and development in the race to deliver new 3D print
advancements, at a fraction of the original cost.”
- Chris Hill, LST Group

CAD/CAM
“The Matrix V9 software has introduced new tooling, which assists
in quicker design times without compromising on quality,” Nowlan
begins. “Counter Sketch International software is regularly updated
with improvements and new pieces to its libraries, and ZBrush has
just released its 2018 upgrade, which I believe is more intuitive
than before. It also contains powerful tooling for digital sculpture.”
THE POWER OF BESPOKE
It’s not just software and printer prices that have improved;
jewellers’ creative talents have also gained an edge with CAD/CAM.
“Having CAD/CAM can really set the smaller independents apart
from the chains who can’t provide the specialised service,” Sher says.
Such exciting possibilities have helped jewellers regain their creative
mojo, according to Hill.
“3Design CAD software and Formlabs 3D printers have reignited the
passion to create beautiful, quality pieces,” he says.
Stapleton relates a recent success story when he helped a client
create a piece with “her memories and her own gold”. Using CAD
software, he re-modelled three old diamond rings into one. “We were
able to email her the renderings, then reproduce the model in resin
with a 3D printer before handmaking the final ring,” he explains.
Farago believes CAD/CAM has helped boost retailer confidence and,
subsequently, success. “Some of our CAD/CAM customers have
produced award-winning work at the national and international
level,” he notes. “The great thing with CAD is the more someone uses
it, the better they get at it. As they become more confident, their
designs become more interesting and elaborate. We see customers
improve their design work and develop a distinct style as their
confidence grows.”
Tran is another supplier to attest to “truly extraordinary” client
designs. “Men’s rings in particular are just jaw-dropping in their
creativity and individualism,” he says. “Not because an artisan
jeweller could not have made them previously, but because they
now have a greater palette of design and production options
available to them.”
Nowlan says his clients are mostly small businesses who use CAD
not just for custom makes but also for ‘bread and butter’ pieces.
“The type of pieces that might take a few hours on the bench to
make but only a fraction of that time in Matrix or CSI,” he explains.
Sher gives a practical
example: “An
elaborate design
that may take eight
hours by hand could
potentially be drawn
in half the time using
CAD, and you also
have no excess metal.
Finally, the design
and model may be duplicated
whenever required.”
EVOTECH PACIFIC

LST GROUP
MATCHED PAIRS
Retailers
How has CAD/CAM improved business?
“CAD/CAM has allowed the business to thrive and
survive in these changing times. Making earrings with
CAD is fantastic, as one earring is mostly a reverse of the
other. Hand making them is so time [and cost] consuming.
Sales turnover is quicker and faster than if we were
outsourcing overseas, because of price alone.”
- John Stapleton, Stapleton Jewellers
“CAD is the single biggest thing that has enabled us
to grow our business. Along with 3D printing and 3D
scanning– which is all done in-house– we are able to offer
the client a full design suite. With the help of CAD and other
technology we remove the doubt in a client’s mind prior to
manufacture, by offering the desired design in real life.”
- Trevor Sim, Clayfield Jewellery
E pink@samsgroup.com.au
W samsgroup.com.au
P 02 9290 2199
TIPS FOR SUCCESS
Can automation ever completely replace the
human touch? Farago says that realistically,
the power of machines still have certain
restrictions.
“People think it’s as easy as turning on a
printer and pressing print but there’s a lot
of trial and error to get CAD/CAM to work
effectively. If bureaus or jewellers aren’t
willing to put the time in, the results will
show in the end product,” he warns.
On the flip side, being too good at CAD can
create problems too.
“It’s quite easy to draw something that would
be impossible to cast,” George explains,
adding that he has seen designs come to
Morris & Watson with features far too delicate,
that would snap off a physical mould.
According to Tran, the solution is to work
closely with the experts: “How a piece is
drawn will directly influence how successfully
it will cast. The key is to work alongside your
casting provider as they are best placed to
advise on technical aspects of the design and
draw process – some designs may be better
suited to printing in wax than resin.”
Nowlan cautions jewellers to avoid cutting
corners when investing in CAD/CAM, putting
it succinctly: “just like diamonds, you get
what you pay for.”
“You can design jewellery in any CAD
software but going the cheapest route is not
always the wisest financial decision; software
such as Matrix or CSI have been designed
with the jeweller in mind,” he explains.
However, Sher assures that any jeweller
can eventually graduate to independent
CAD/CAM work if they want to: “Once the
customer is comfortable with the design
process and is doing more volume, we
would recommend they consider
purchasing the CAD software
themselves.
We would happily provide guidance on
the best software for the customer based
on their budget and needs.”

CAD/CAM
CAD/CAM
Jewellery Design
and Wax Printing
CHEMGOLD
TO INFINITY AND BEYOND
The future is bright for CAD/CAM – and for jewellers who stay on
board with this innovative technology.
As Hill points out, other industries are already demonstrating what’s
ahead, and it’s good news. “CAD technology in other markets has
witnessed huge changes over the past few years,” he says. “The change
is not in the products themselves but in how they are delivered, which
has made them far more accessible. The major players developing
CAD solutions for jewellers will inevitably be going down this path.”
Evotech Pacific offers CAD/CAM training for jewellers. In addition, the
company is about to launch an online marketplace that will provide a
range of services, including interacting with bidders for manufacturing
jobs. “Jewellers who perhaps don’t have their own CAD software or
are more comfortable using a service bureau can sign up and upload
sketches along with descriptions,” Nowlan says of the website. “This
information is shared with every designer in the marketplace, who will
be able to provide a quote for the job.”
Chemgold’s library of classic styles, JewelMount, also provides a simple
starting point for newcomers. “All they need to do is advise what
aspect of the design they wish to modify, such as changes to the stone
and shank dimensions, mixing shanks and settings, or adding extra
stones,” Sher says.
CAD/CAM possibilities remain endless. As Farago enthuses, “There are
no real limits to what might be achieved with CAD/CAM in the future.
In the short term, we will probably see higher resolution and lowercost
wax printers – the main benefit being that all resin-related casting
issues would be eliminated without losing resolution.”
Though conditions may be tough for jewellers, exciting times are
ahead for those that embrace change. i
RAPID CASTING
New Technology
Highly Efficient Printing
Fast Turnaround Times
BEST PRICES
For over 35 years, Morris & Watson has combined
impeccable craftsmanship with advanced
technology to produce high quality results for
clients throughout the world.
With this technology and fast turnaround times,
you can take on more clients and let us do the
work. With over a decade of experience with this
new technology you can be assured that you are
in good hands.
CALL US TODAY
Australia – 1800 469 088
New Zealand – 0800 500 654
www.morrisandwatson.com

HONG KONG JEWELLERY SHOW
Hong Kong jewellery show
steps up
A MUST-SEE INDUSTRY EVENT, THIS YEAR’S HONG KONG INTERNATIONAL
JEWELLERY SHOW BROUGHT ITS A-GAME. ANGELA HAN REPORTS.
t’s easy to see why the Hong Kong International Jewellery Show (HKIJS) is
promoted as Asia’s largest spring fair. This year, event organiser Hong Kong
Trade Development Council (HKTDC) confirmed that 4,555 exhibitors from
52 countries attended the 35th HKIJS and the fifth International Diamond,
Gem and Pearl Show (IDGPS). Both shows reported record-breaking
attendance with 87,000 registered buyers from 145 countries present, a 2 per cent
increase from 2017.
Also registered and visiting across both shows were 1,100 Australian trade buyers
and 18 exhibiting Australian companies. Interestingly, since the IDGPS split
from the fair in 2014, the HKTDC has seen a 68.4 per cent increase in Australian
exhibitors and visitors. HKTDC chairman Lawrence Ma provided an explanation.
“The total exhibition area expanded to over 123,000 square metres, allowing
more local and overseas exhibitors to showcase their offerings,” Ma said. “The
arrangement also enhanced sourcing efficiency for buyers as they could look
for jewellery raw materials and finished jewellery in their respective venues under
one roof.”
According to Benjamin Chau, deputy executive director of the HKTDC, the
overall increases in exhibitor and buyer numbers proved that Hong Kong is an
“important sourcing program for the global jewellery industry”.
“With improving global economic conditions, Hong Kong’s exports of precious
jewellery rose 3.6 per cent last year,” Chau said. “We are delighted that exhibitor
attendance at both shows was the highest in years, and that attendance of
both local and overseas buyers set new records.”
Phil Edwards, managing director of Duraflex Group Australia, was one local
supplier in attendance who was pleasantly surprised by the optimism in the
industry. “I arrived with low expectations due to the challenging local retail
market conditions,” Edwards said. “My immediate impression of the fair was
surprisingly positive and much more upbeat, with higher attendance and foot
traffic than I expected.
“Whilst I have been told by many international distributors from other countries
that retail sales are down, I feel the underlying sentiment from others at the fair
30 Jeweller May 2018

was one of optimism and improvement in
the coming year ahead,” he added.
However, Edwards also noted that this year’s
fair was somewhat lacking in providing new
names “with substance”. “As a local brand
distributor, it is a hot topic that there are no
specific new brands to launch and share
with the local market,” he stated.
ZONING IN ON TECH
New to the fair this year was a designated
IT Solutions zone, an area that provided
innovative software for the jewellery
industry. After all, it is widely acknowledged
that mobile, internet and e-commerce
developments in the jewellery industry will
only increase.
According to Chau, the area also offered
inventory management, design, production
and e-commerce solutions. “The IT
Solutions zone aimed to help industry
players leverage new technologies and
applications, and to develop innovative
designs and services to enhance
competitiveness,” he said.
Ma confirmed the sentiment: “The adoption
of technology such as big data analysis
and virtual fitting has become a new trend,
which is aimed to boost sales and draw
more potential buyers.”
The new fair addition was a move that
paid off, as PicUp Media founder William
Chu attested. Chu is an Australian exhibitor
who launched GemLightbox, a lightbox
for jewellery, specifically tailored around
smartphone photography.
“This new addition shows that the fair
organiser has thought about ways to
improve and increase other offerings, which
will be of interest to buyers,” Chu said. “We
were able to generate a lot of interest and
sold out of all GemLightbox floor stock by
day two. We are extremely happy with the
results and will be exhibiting with them
again next year.”
Dominic Hill, founder of cloud platform
Atelier Technology, agreed. He noted the
new section was far from perfect but “an
important first step”, adding, “for years
we have been waiting to have our own
dedicated space as a community, rather
than sitting in the tooling section.”
Chu acknowledged those comments,
noting the busy nature of the area:
“Buyers are very interested in looking for
IT and other technological solutions for
their businesses.”
HKTDC also ran a dedicated technology
and disruption seminar, covering
topics such as blockchain, big data and
connecting the jewellery supply chain
through cloud technology.
GOT ETHICS?
HKTDC has held events to promote ethical
trading since 2014. Various seminars have
targeted ethical practices in the jewellery
industry, covering topics such as sustainable
tanzanite and gemstone mining,
responsible marine-environment practices
in coral harvesting and the benefits of
responsible sourcing.
This year the fair held a panel discussion in
conjunction with the Responsible Jewellery
Council (RJC). It highlighted the growing
importance for companies to have ethical
transparency across all trading practices,
from supply to staff.
Jonathan Kendall, senior vice president of
De Beers’ diamond brand Forevermark, was
one of the panel’s speakers. Kendall said
that “radical transparency” in the industry
was inevitable.
“Going forward, I don’t think there’s an
option,” Kendall said. “Consumers are
demanding transparency and the internet
provides the perfect tool for personal
investigative activity. Expectations of
transparency are a key aspect of today’s
consumer behaviour.”
Edward Johnson, director of business
development at the RJCl agreed.
“Consumers and suppliers are increasingly
aware of sustainability and ethics in relation
to jewellery, as with many other consumer
goods,” Johnson told Jeweller . “By not
addressing these concerns, small businesses
risk holding themselves back, making
it harder to compete in a world that is
increasingly demanding transparency
and accountability.”
Ethical transparency is not only important
to Millennial consumers; it’s also crucial for
the digitally-native Gen Zs. Also known as
the iGen or post-Millennials, researchers
SAMS GROUP
AUSTRALIA
TENDER STONES
SINGLE STONES
MATCHED PAIRS
CALIBRATED MELEE LINES
E pink@samsgroup.com.au
W samsgroup.com.au
P 02 9290 2199

Create Something
Out of the Ordinary from
Extraordinary Findings
LAWRENCE MA, CHAIRMAN OF HKTDC
JONATHAN KENDALL, VICE PRESIDENT FOREVER
MARK ON PANEL DISCUSSION
Shop
Now
* High Quality *
* Extensive Range *
* Competitive Prices *
* Fully Guaranteed *
Enquire Now
1800 811 116
sales@peekays.com.au
www.peekays.com.au
facebook.com/peekaysfindings
generally place their birthing years between
the mid-1990s and mid-2000s. With trends
coming and going, it’s easy to perceive
the demand for ethical transparency as a
Gen-Z fad, but Johnson believes this is not
the case.
“Transparency is inherently linked to
communication and Gen Z are the mostconnected
generation in history,” he said.
“New ways to source and share information
are emerging by the day, and it would
be remiss of the industry to dismiss the
role of Gen Z in driving the demand for
transparency as a ‘fad’. Gen Z are demanding
more from businesses, namely that they
take a clear stand on wider social issues and
are ethically responsible in their operations.”
As well as ethical transparency, unique
designs and multi-channel marketing will
be the other two major changes shaping
the industry.
Kendall advised small businesses to start
adapting to the process slowly.
“Understanding your suppliers is the key,” he
said. “Make sure they meet your own ethical
standards and challenge them on the
key fundamentals: where do they source
materials, are they environmentally friendly
operations, do they measure their carbon
footprint, when will they expect to be
carbon neutral, what are their employment
policies, is equality part of their business
practices, and so on.”
MINED OVER MATTER
Synthetic diamonds were also a hot topic
at the fair. Once considered high-cost
and impractical, technological changes
over the last decade have seen a steady
increase in demand for this natural diamond
alternative.
“A few years down the road, natural
diamonds and lab-grown diamonds will
coexist at different price levels,” Ma said.
“Lab-grown diamonds will be another
product available for the consumers to
choose from.”
Edwards agreed with these sentiments;
however, he noted that the demand would
continue to be a “steep learning curve for
trade and consumers”.
“This is a new frontier that I feel will have
a huge impact on the market – exactly
how much will depend on how they are
launched, presented, branded and sold to
the consumer,” he added.
When asked if there was room in the market
for both synthetic and natural diamonds,
Kendall gave a resounding “yes”, and that he
sees lab-grown diamonds as “the new cubic
zirconia” – they will have a place in custom
jewellery, but at a much lower price point.
“The demand for the real thing will be very
strong, and the key will be to maintain
the emotional differentiation between
diamonds and synthetics,” he concluded.
With so many industry developments
already underway, it’s easy to see why Asia’s
biggest spring fair is so valuable to the
Australian jewellery industry.
The next show will be in March 2019. i
For the extended report with fair images,
please visit jewellermagazine.com
Angela Han attended the fair courtesy of
HKTDC.

GEMS
COLOUR INVESTIGATION: SAPPHIRE
as padparadscha– a Sinhalese word that
translates to ‘lotus flower’. Other sapphire
colours include purple-violet, grey, brown
and black. A sapphire’s colour is often patchy
and uneven, with straight and angular colour
banding typically seen in natural stones.
Commonly originating from Australia,
parti-coloured stones show a mix of two or
three colours: often blue, green and yellow,
which can be cut to create a playful flash of
colour through the crown facets. Due to their
relatively higher availability and affordability,
they offer a unique and colourful alternative
to blue sapphire.
ORANGE SAPPHIRE
Throughout history, sapphire has always
been associated with the colour blue.
This still rings true today, with many
consumers unaware of the other coloured
varieties available. STACEY LIM reports.
Since ancient times, sapphire has adorned
kings, queens and clergy members. A
symbol of nobility and truth, it was worn as
a talisman to protect from envy and harm.
Sapphire comes in many hues, including rare
colour-change varieties. Whilst fine velvety
Ceylonese blue is unrivalled and attracts a
high demand for stones over 1 carat, particoloured
(when different colours are found
in different parts of a structure) and other
fancy-coloured sapphires are increasing in
BLUE SAPPHIRE
mineral – meaning that it owes its colour
to trace impurities. Colourless sapphire, the
most chemically pure form of corundum, is
rare. Other varieties are coloured by different
trace elements in the crystal structure. Atoms
of these impurities resonate in light and
absorb specific parts of the spectrum. The
remaining light reflected to the eye gives
colour to the gemstone.
Rich blue Ceylonese stones are the most wellknown
and valuable variety of sapphire. They
are the standard against which other blue
gems are measured. However, paler versions
of this hue are still in high demand. Blue is
caused by traces of titanium and iron; the
more iron present, the darker the stone.
PARTI-COLOURED
AND OTHER
FANCY-COLOURED
SAPPHIRES ARE
INCREASING IN
POPULARITY AS
AN ALTERNATIVE
TO DIAMONDS
FOR ENGAGEMENT
RINGS
Rare colour change sapphires exist, with the
varying colours dependent on the colouring
agents. The more commonly seen stones
are from Sri Lanka, and shift from purple
under incandescent light to bluish violet in
daylight. Natural daylight or fluorescent light
contains higher proportions of blue and
green wavelengths, causing the gemstone
to appear more cool-hued. Incandescent
lighting that contains a higher proportion
of red wavelengths will cause the gemstone
to appear a warmer hue. The intensity of
body colour, and the impressiveness of the
colour-changing properties greatly influence
a stone’s value.
Sapphires are often heat-treated to remove
silk inclusions, thus enhancing clarity and
richness of colour. Although this treatment
does affect the price, it is not adding anything
artificial to the stone, so it is an accepted
treatment among gemmologists. A stone’s
value rests upon the evenness and intensity of
colour, the quality of cut, clarity and carat size.
The spectral delights of sapphires continue to
capture our hearts. i
popularity as an alternative to diamonds for
engagement rings.
The corundum group includes some of the
most desired coloured gemstones used for
fine jewellery. Corundum is an allochromatic
Green and some yellow sapphires also owe
their colour to iron. Chromium influences the
red of ruby, and the pinks of pink sapphire.
When chromium is paired with iron, it can
produce a special orangey pink colour known
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
May 2018 Jeweller 33

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
RETAILER METRICS IN AN ONLINE WORLD
Customers are evolving and retail
metrics must evolve with them if
retailers are to leverage the information
they need in an omni-channel
marketplace. CHRIS PETERSEN reports.
At the most basic level, retail is the simple
business of selling products to consumers
who need them.
Historically, retailing was based on
shoppers visiting stores to buy product,
and even when retailers opened online
stores, the core metrics didn’t change –
they remained focused on sales, revenue,
margin, growth, and market share.
In today’s omni-channel marketplace, the
customers are now the new Point of Sale
(POS). Customers determine where they
purchase, how they pay and where they
collect their goods.
Traditional POS systems are no longer
enough when trends shift to ‘click and
collect’ arrangements.
Retailer systems and metrics were not
designed to track ‘flow’ to the consumer,
which means today’s retailers are facing
new business questions that will require
new data, metrics and benchmarking.
This is important because one cannot
manage what one doesn’t measure.
Retailers have always measured sales at
their location, yet how the purchases of
today’s customers occur is just as important
as any final sales receipt.
CORE METRICS STILL TRADITIONAL
Bricks and mortar stores have evolved from
being just places that sell things.
Historically, stores had a ‘till’ and most still
have cash registers where the purpose is to
collect payment, give change and record
the transactions and data required to run
their business.
Today’s stores have much more
sophisticated POS systems that enable
electronic payment. These POS systems
track data all the way down to the SKU level
to enable inventory replenishment and a
detailed analysis of what is sold.
Through e-commerce and the concept of
TRADITIONAL POS
SYSTEMS ARE NO
LONGER ENOUGH
WHEN TRENDS
SHIFT TO ‘CLICK
AND COLLECT’
ARRANGEMENTS
the virtual store, retail has evolved further.
While the online shopping experience is
digital, it is interesting that websites still use
the term ‘shopping cart’.
Online, the term ‘checkout’ also still reflects
the experience of waiting in a queue to pay
at the cash register in a physical store.
In many ways, the POS system for online is
not all that different from bricks-and-mortar
stores; however, the new dimension is
variety in shipment methods.
FINANCE REPORTS SHOUD BE BROAD
POS systems have been integrated into
larger enterprise systems for managing
retail operations, inventory and financials.
Yet, it is interesting to note how much of
a retailer’s core metrics are still focused on
stores selling products.
Whether it be physical stores or online,
financial reports are heavily focused on
sales, revenue, returns and net profit.
To benchmark performance, retailers use
their metrics to analyse trends and growth:
May 2018 Jeweller 35

BUSINESS
year-on-year (YOY) growth, same-store
sales and comparisons to same-week sales
as in the previous year.
If retailers only track their own
performance, however, they can be
blindsided by the market and competition.
So larger retailers subscribe to third-party
sources that track total volumes of goods
and market consumption.
They also use this data to analyse
distributor data to map shipments through
various channels.
The end result is that retailers can
quickly benchmark their growth against
competitive indices, and track their market
share at the national and local levels.
This is all good and still very important but
what are they missing?
THE CONSUMER IS THE NEW POS
By definition, omni-channel customers
shop in more than one place across time.
Not only do they determine where and
how they shop but also where and how
they will pay for the goods.
Even more importantly, today’s consumers
are expecting – and receiving – many
choice of purchase and delivery options:
• Buy online, ship to home
• Buy online, collect in store
• Buy online, collect at locker or another
location
• Buy in store, take home
• Buy in store, delivery at home
• Buy in store, delivery at commuter
station or other location
Over a very short period of time, this has
caused confusion or complicated how a
sale should be recorded.
For example, if a customer buys online and
collects in store, is that an online sale or a
physical store sale?
and the third-party sources only report
online versus store sales – none of the
purchase dynamics or point of receipt are
measured. Much valuable data is lost.
OMNI-CHANNEL METRICS ESSENTIAL
POS systems are necessary but not
sufficient for providing omni-channel
retailing success.
Without being able to effectively measure
consumer purchase and delivery flow,
retailers can’t see the critical paths or
measure return on investment (ROI) on
omni-channel investments.
For example, if a retailer sees double-digit
YOY sales growth for online, they need to
know if that’s good and why.
A retailer needs to know if the online
sales growth is due to the investments to
improve the online experience, or is it part
of the new click and collect capabilities
available at stores?
Does it matter where a sale happens? One
could argue that a sale is a sale.
However, the costs associated with a given
sale can be quite different. Compare a
transaction completed entirely on the
web with an online purchase that uses
collect in store.
The latter has different costs for stock, staff
and store operations.
Beyond the costs of different flows,
research has consistently shown major
positive gains for businesses using omnichannel
sales activity.
Omni-channel customers shop more often,
buy more and can be as much as 47 per
cent more profitable than consumers who
just shop one channel.
While the complexity can be more
operationally expensive, the multiple paths
creating consumer choice can be much
more profitable and create more loyalty,
which leads to repeat purchases.
A RETAILER
NEEDS TO KNOW
IF THE ONLINE
SALES GROWTH
IS DUE TO THE
INVESTMENTS
TO IMPROVE
THE ONLINE
EXPERIENCE, OR
IS IT PART OF
THE NEW CLICK
AND COLLECT
CAPABILITIES
AVAILABLE AT
STORES?
into the paths and factors that culminated
in any particular sale or return.
In order to know where to invest and how
to best leverage omni-channel factors to
optimise growth, retailers need to know and
measure much more.
Today, every retailer is competing in a
digital world whether they acknowledge
it or not. Consumers are driving their own
experiences and purchases, which means
retailers should be able to answer the
following business questions:
• How many consumers search your
business on their mobile device?
• How many mobile searches result in
sales for your stores/online?
• How many customers search your online
website from within your store?
• How many customers purchase online
and collect in store or at a locker?
• How many customers purchase at a
store but chose to have it delivered?
• How many customers purchase with free
or same-day delivery?
• Are omni-channel customers more or
less profitable and by how much?
STORE EVOLUTION
The store has evolved to become more than
a shopping destination. It’s also an avenue
of customer experience, and a point of
goods distribution.
To strategically leverage the omni-channel
consumer experience and increase sales,
retailers need to know much more than the
percentage of sales they make online and in
their bricks-and-mortar stores.
We now live in an age where the customer
is the store.
Retailers now need the data and metrics
to track the paths and core metrics for
maximum success. i
If a customer searches online, finds a
product in-store, views the product in the
store then buys on a mobile phone and
ships a home delivery, how should that sale
be recorded, and in how much detail?
In most cases the retailer’s own systems
CRITICAL QUESTIONS FOR RETAILERS
Tracking retail sales will always be
important, because sales are the final
outcome in every business.
However, the number of individual
purchases does not provide insights
CHRIS PETERSEN is founder
and CEO of retail consultancy
Integrated Marketing
Solutions (IMS). Learn more:
www.imsresultscount.com
36 Jeweller May 2018

SELLING
FIVE WAYS TO SUCCEED IN SALES
THE SALES INDUSTRY IS FILLED WITH PEOPLE WHO NEVER REACH THEIR TRUE POTENTIAL, BECAUSE THEY FAIL TO LOOK FOR
NEW HORIZONS. DOUG DVORAK DISCUSSES HOW SALES PROFESSIONALS CAN TAKE THEIR GAME TO THE NEXT LEVEL.
Successful sales professionals sometimes
lose sight of the fact that there is always
room for improvement. Those sales
professionals who take the extra step and
push themselves to the limit are known
as the top one per cent – they have found
smart ways to succeed in sales by creatively
thinking outside of the box and working
hard for results.
ESTABLISH YOUR BRAND
Separate yourself from competitors by
learning how to brand your jewellery store
effectively and often. Incorporate your brand
into every facet of your business so that
customers learn to recognise you. Learn your
strengths and emphasise them.
Establish a good reputation with your
customers by developing valuable content.
Top performers in the sales industry aren’t
just the ones bringing in the most revenue
for their businesses; they are the ones
setting the standards for everybody else.
These top sales professionals are always
hungry for more opportunities to succeed.
KNOW THE RULES BEFORE YOU BREAK THEM
Valuable content is not an advertisement;
valuable content helps to solve a problem,
answer a question or address a burning issue
for the reader.
BUILD A GREAT TEAM
To reach the top of the ladder, sales
professionals must embrace the idea of
becoming trendsetters. Success is a lifestyle,
not a destination.
If you follow the footsteps of others, you can
reach a certain level of success; however,
in this competitive business world it takes
more than that to reach the highest level.
Following the safe path will not always take
you to the top of the game.
Trends in business are always changing, and
the ones who are willing to innovate and
adapt to the ever-changing landscape will
separate themselves from the pack.
To find out how your business can set
trends instead of following them, here are
some smart ways to succeed in today’s
complex and competitive world.
MAKE TIME FOR CREATIVITY
It’s hard to be creative when you don’t make
enough time for yourself to let the good
ideas flow freely.
Be patient with the process and learn to
play around with new ways of doing things.
Don’t judge yourself too hard when you are
brainstorming; trendsetters in business are
willing to think outside of the box and are
patient enough to let new ideas grow.
LEARN HOW TO
BRAND YOUR
JEWELLERY STORE
EFFECTIVELY-
INCORPORATE YOUR
BRAND INTO EVERY
FACET OF YOUR
BUSINESS SO THAT
CUSTOMERS LEARN
TO RECOGNISE YOU
The right work ethic, and the willingness
to explore new ways to tackle a problem
will set you apart from the rest.
STUDY THE CURRENT TRENDS
You need to know the rules in order to break
them. Learn what trends dominate the
market and think of new ideas to change the
way things are done. Read about the latest
jewellery industry news, styles and trends;
learn as much as possible from the success
and failures of competitors; attend webinars
and conventions.
Trendsetters are always two steps ahead of
the competition because they stay informed
and can anticipate moves in the game.
LEARN HOW CUSTOMERS THINK
Listen to your customer base and understand
what works and what doesn’t.
Knowing this will help you generate new
ideas. Figure out what they need and
capitalise on it effectively.
Understand what customers are saying, and
have an honest dialogue with what they
have to say about your store.
Learning from customers will help you to
innovate and think clearly about what really
needs to be done to improve your business.
Strive to build a strong foundation by
hiring innovative people who will go to bat
whenever needed.
Treat your team with respect and motivate
them to keep up with new ideas. Inspire
your team by holding brainstorming sessions
where they can bounce ideas off each
other and fully benefit from open lines of
communication with each other.
You’re only as strong as your weakest link, so
it’s important that everyone is on the same
page and running like clockwork.
Succeeding in sales today requires that you
think outside the box, work like hell and call
on a large pool of ideas for inspiration.
Salespeople need to be creative, suit up and
show up on time every day.
The top one per cent of professionals forge
their own path by exploring new ways
to innovate and expand. Learn to stay
motivated and hungry by executing goals in
a timely and professional manner. i
DOUG DVORAK is CEO of
DMG International, delivering
motivational management
workshops. Learn more:
dougdvorak.com
May 2018 Jeweller 37

MANAGEMENT
HOW TO LOSE CUSTOMERS WITHOUT TRYING
PERHAPS YOU WORKED HARD FOR YEARS TO BUILD A LOYAL CUSTOMER BASE, AND NOW YOUR CUSTOMERS
ARE LEAVING YOUR STORE IN DROVES. STEVE DIGIOIA DISCUSSES WHAT COULD HAVE WENT WRONG.
Sales are down and the bills are piling up.
Employee morale is low and coming to
work is no longer fun. When business was
good, you thought it would last forever.
You stopped doing the things that brought
you success and eventually took your loyal
customers for granted.
You became the ‘bad boss’! If you find
yourself in this situation, what happened?
How did you get here?
These are the seven most common reasons
customers take their business elsewhere. I
bet if you asked your customers why they
stopped shopping with you, these are some
of the reasons they would give.
DON’T PATRONISE ME
I don’t care about the industry jargon or the
technical terms salespeople use to describe
why a product stopped working. Speak to
me like I’m a person.
Explain the problem in terms I can
understand. Only then will I agree to pay for
the repair or replacement. If not, I don’t need
your product or company; I’ll very quickly go
somewhere else.
DON’T MAKE ME FEEL UNIMPORTANT
I need to know you appreciate my business
and value me as part of your success. I need
to feel welcome when I enter your business,
and to receive a warm and sincere smile.
That’s not asking for too much and it’s the
very least I expect.
DON’T GIVE ME EXCUSES
I understand problems arise that are out of
your control – deliveries arrive late; product
shortages happen; unseen damage and
costs are unavoidable. Just be honest.
Don’t make up a story. I need to trust you.
DON’T LEAVE ME WAITING
The last time I was in your store, your staff
answered the phone and entered into a
lengthy conversation just as I approached
IF YOU DON’T
REALISE THAT
CUSTOMER SERVICE
IS WHY I COME TO
YOUR STORE, THEN
YOUR BUSINESS
WILL NEVER
SUCCEED - IT’S
THE EMPLOYEES
WHO MAKE THE
BUSINESS
ARE CUSTOMERS GIVING YOU 1-STAR RATINGS?
the counter. Have some consideration; I’m
not invisible and my time is also valuable.
Remember that I’m the customer and I am
in your store with cash in my pocket. You
can always call the other party back. Tend to
me promptly and with courtesy or I’ll easily
go somewhere else.
DON’T SUBSTITUTE INFERIOR PRODUCTS
I’ve shopped with you for years and have
always been happy but now, just to save
costs, you’ve started to provide cheaper
quality products.
I can tell the difference and I’m not happy
with it. Please go back to using the highest
quality items, as you’ve always done. That’s
why I come here.
DON’T HIRE APATHETIC STAFF
If you don’t realise that customer service is
why I come to your store, then your business
will never succeed.
It’s the employees who make the business,
not the fancy furnishings, the artwork on the
walls or any of that.
Your employees don’t seem to care about
me; they spend too much time talking to
each other and their eyes are always focused
on their mobile phones.
I want to tell them, “I’m here. Sell me
something,” but I don’t think it would make a
difference. Why did you employ them?
REINVEST IN THE BUSINESS
I understand that businesses can’t spend
much money when things are tight;
however, they must fix what’s broken.
Your floor is worn, your counters and
showcases are chipped and your walls need
a paint job. This doesn’t affect the products
you sell, but it does affect the overall
shopping experience.
Add this to the other items above and you
will very quickly see why I no longer want to
come here to shop.
As your long-time customer, I don’t ask
for much. OK, maybe I do but that’s what
business is all about – satisfying the needs of
the customer.
There are limits to my loyalty, just as there
are limits to the services you can provide
but it’s not too late to fix things. You can still
recover from this.
Many books have been written about how
to lose a customer without really trying, or
how much it costs to lose a customer but
that’s not important now. We can fix this and
we can do it without the help of a book.
As customers, we are a forgiving bunch.
We like you and want the best for you. We
want to keep coming here but you need to
change things for the better.
Please remember a successful business is
like a championship sports team; we are all
in this together, but the team will break up if
you don’t do your part. Then you’ll be out of
business, but I can find another team. i
STEVE DIGIOIA helps
companies improve
customer service. Learn more:
stevedigioia.com/blog
@stevedigioia
38 Jeweller May 2018

MARKETING & PR
REFRESH YOUR CUSTOMER SERVICE
RETAILERS CAN OBTAIN USEFUL INFORMATION WHEN ASKING CUSTOMERS FOR SUGGESTIONS. RICH KIZER & GEORGANNE
BENDER CALL IT THEIR BIG QUESTION: “WHAT ONE THING COULD WE DO TO IMPROVE OUR CUSTOMER CARE?”
Customer care is often over looked these days, yet it’s the one area
consistently at the top of everyone’s wish list. No shopper wants to
be ignored, and no retailer wants to offer poor service – but both still
happen far too often. Customers say that shopping is sometimes too
much of a hassle. Stores are hard to shop and customers can’t find
items they want to buy, or even a knowledgeable staff member when
they need one. Retailers seeking to appraise the quality of service in
their stores should consider the following ideas:
HOST A FOCUS GROUP
Invite 15 customers to participate in a focus group, but set the room
for 10. It’s always better to bring in extra chairs than to have empty
seats as it makes the meeting seem even more important.
Hold the focus group in store and make sure there’s an impartial third
party to run the group – it can be hard to remain objective when
shoppers are giving negative feedback, but retailers who get defensive
about criticism will only shut down discussion.
Perhaps observe the session from behind closed doors, or video it
and watch later. Serve refreshments and have a list of questions that
the presenter can use to keep the conversation moving. Participants
should receive a gift of at least $100 for participating, preferably in
cash. You may also want to include a jar candle or other small gift.
CREATE A CUSTOMER ADVISORY BOARD
Similar to a corporate board of directors, retailers can meet with an
advisory board once a quarter to discuss any strategies and changes
that have been implemented, as well as any ideas for the future.
Choose a diverse group of people spanning different generations.
CONDUCT EXIT INTERVIEWS
Station yourself near the front door and politely ask customers as they
are leaving whether they found everything they were seeking. Exit
interviews are great for identifying the products that customers wish
you carried, and you’ll be able to save a few sales when customers find
you do have what they need but didn’t find.
CUSTOMER COMMENT CARDS
Place ‘Tell us what you think!’ cards at the store’s POS counter and any
other service counters. Include these cards in purchase packaging and
make a feedback form available to browsers on the website. Cards are
helpful for time-starved customers who have something to say but are
too short on time to stop and talk.
ASK THE TEAM
Feedback from staff can be as valuable as feedback from customers,
so ask the sales team to jot down anything they’re hearing from
customers on the sales floor.
EXIT INTERVIEWS
ARE GREAT FOR
IDENTIFYING THE
PRODUCTS THAT
CUSTOMERS WISH
YOU CARRIED, AND
YOU’LL BE ABLE TO
SAVE A FEW SALES
WHEN CUSTOMERS
FIND YOU DO HAVE
WHAT THEY NEED
BUT DIDN’T FIND
ASK CUSTOMERS FOR SUGGESTIONS ON HOW TO IMPROVE SERVICE
Give each staff member a small notebook in which to record their
comments and discuss these comments during store meetings.
THE ONE THING
Retailers can obtain useful information when asking customers for
single suggestions. This is known as the big question and works as
follows: “What one way could we improve our customer care?” or
“What one service would make it more convenient to shop here?”
or “What one in-store event would you like to attend?”
Customers must put thought into their answers, which will ensure
constructive suggestions. Don’t be surprised to find that shoppers
might focus on the same topic. This is a good thing – if it’s positive
feedback then it’s one more thing to brag about, and if it’s negative
then you know exactly what to fix.
The ideas above are designed to help you find out how your business
scores on customer service, but they will also help you grow your
business. After asking customers for their input, retailers must make
sure they use the information they have gathered.
When implementing customer suggestions, let them know. Post their
responses on a “customer interaction” bulletin board inside the store
and share what has been implemented on social media pages, the
website and the store newsletter.
Knowing your customers and what they want will keep merchandise
fresh, promotions fun and sales ticking over. i
RICH KIZER and GEORGANNE BENDER
are retail strategists, authors and consultants.
Learn more: kizerandbender.com
May 2018 Jeweller 39

LOGGED ON
CRUNCHING THE NUMBERS
BUSINESSES THAT UNDERSTAND HOW TO INTERPRET SOCIAL MEDIA DATA CAN UNLOCK VALUABLE CUSTOMER INSIGHTS. IN PART
TWO OF THIS SERIES ON INSTAGRAM MARKETING, MELISSA MEGGINSON SHOWS HOW TO USE DATA TO MAKE BETTER DECISIONS.
Instagram is a great tool for building
connections and engaging with potential
customers, but that’s just the beginning of
its power. Accessing built-in analytics and
statistics can help any business understand
what consumers want, and the best way to
get their full attention.
In order to start evaluating your Instagram
numbers, it’s important to know your goals.
Businesses use Instagram for many different
purposes including increasing awareness,
driving traffic to a website and selling
products. The statistics you’ll want to see
depend on your business goals.
DON’T FORGET YOUR TOFU
Brands mostly use Instagram to focus on
brand awareness, which is known as a ‘top
of funnel’ (TOFU) activity. The strategy is to
increase the number of consumers who
know about your brand, educate them about
your products and create a general buzz and
strong desire to purchase.
Measurements that provide information
about this goal of boosting brand awareness
are follows, likes and comments. Social media
analysts often refer to these measures as
‘vanity metrics’, dismissing them as weak
indicators of overall awareness; however, is it
still vanity if it gets the job done? These socalled
vanity metrics are extremely valuable
for TOFU brand awareness because they
achieve the desired goal, which is to have
more users interact with and see content
from the brand.
Perhaps you are using Instagram as a tool
lower down in your sales funnel. If driving
traffic to your website, converting on sales
or capturing emails are your goals, then your
data gem is to find out how many people are
accessing your website through Instagram.
TRACKING TOFU
To track that, add a UTM tracking code or use
a bit.ly link in your profile, which will track the
origin of anyone who clicks on the link. From
there you can see if your Instagram traffic
converts on your website-specific goals.
SHARE LINKS FOR GREATER SUCCESS
If you’re new to Instagram, you might have
noticed that there aren’t too many ways
for users to embed links into their posts.
Discussion has raged for years about when
Instagram will start allowing links on posts
and, in truth, it seems unlikely that it will
change anytime soon.
This means that retailers need to be strategic
about getting users to visit their websites.
Right now, there are four different ways to
include links on Instagram:
• the profile link
• tools to create clickable photo galleries
• Story links for business accounts with more
than 10,000 followers
• Instagram ads
BREAKING IT DOWN
Let’s look at each of these in more detail.
First up, the profile link: this is the only
formal – and free – link on Instagram. If your
business frequently shares blog posts or
runs different promotions, it makes sense
to change out the link so it directs users to
your current promotions. This is great if your
followers typically only engage with your
most recent content.
The second option is to use a tool like
Soldsie to create clickable photo galleries.
Soldsie converts your profile link into a digital
storefront that users can browse. One thing
to consider is that engagement goes down
when pages require more clicks from users
and Soldsie adds an additional click to view a
virtual storefront. If you use a tool like Soldsie,
measure the sales and conversions to make
sure it’s worth the monthly fee.
Our next option is using links in Instagram
Stories, which is only available to business
accounts with more than 10,000 followers.
Instagram Stories are images or videos that
stay on Instagram for 24 hours unless added
to a Story Highlight on your profile. With links
JUDGING VANITY METRICS ON INSTAGRAM: IS IT STILL VANITY IF IT WORKS?
USED
EFFECTIVELY,
CRUNCHING THE
NUMBERS ON
YOUR STORE’S
INSTAGRAM
ACCOUNT COULD
BE THE MISSING
KEY TO CREATING
STRONGER
RELATIONSHIPS
WITH YOUR
CUSTOMERS
in Stories, business accounts can add URLs
to their images or video, and viewers just
have to swipe up to open the link. Again, it’s
important to use a UTM code or bit.ly link to
understand where that traffic is coming from.
The last option – Instagram ads – is the most
flexible option, but oddly enough, the one
that businesses avoid the most.
Instagram advertising gives businesses the
option to have a tailored landing page,
control the user experience, reach more
users and measure the results. If you are able
to generate more revenue than the cost of
the ad, it’s a great avenue for your business;
however, that’s a big ‘if’.
Used effectively, crunching the numbers on
your store’s Instagram account could be the
missing key to creating stronger relationships
with your customers. It could also elevate
your marketing message away from generic
social media approaches by providing that
personal touch that consumers crave, and
this could easily be the difference between
surviving or sinking. i
MELISSA MEGGINSON is
marketing manager at Tailwind,
the leading visual marketing
tool for brands. Learn more:
tailwindapp.com
40 Jeweller May 2018

MY STORE
STORE: MCLEAN &
CO JEWELLERS
COUNTRY: Australia
NAME: Stuart McLean
POSITION: Director
When was the renovated space
completed?
Our space was completed in 2014.
Who is the target market and how did
they influence the store design?
Our target market is clients who seek high
quality, custom made, unique jewellery
that is available for immediate sale. Our
demographic for one off designs from
the window is the over-45s market. The
store’s marble and stainless steel façade
was designed to create a classic jewellery
store front, that assures all customers
of our quality.
With the relationship between store
ambience and consumer purchasing
in mind, which features in the store
encourage sales?
Our mounted television display that
scrolls through our current designs
certainly encourages sales. Our large
‘observation windows’ enable customers
to see the manufacturing jewellers at
work, and bring them into the store to
see what it’s all about.
What is the store design’s ‘wow factor’?
Our marble shop front and steel curtains
are certainly the most admired features of
the store. Creating a look that customers
might expect to see on a high street
rather than a shopping centre certainly
makes us stand out, in a centre with six
national jewellery retailers, and at least 30
fashion retailers. Our look needed to say
‘wow’ while making the statement we are
a quality, traditional style jeweller.
What advice would you offer retailers
wanting to revamp their jewellery
store space?
Look to promote your own products
within the store. Heavily promoting
‘brands’ that are available in other stores
and online have the potential to work for
others. If you are looking at revamping,
ditch the brands and make your retail
space all about you! i
May 2018 Jeweller 41

10 YEARS AGO
WHAT WAS BREAKING NEWS 10 YEARS AGO?
A SNAPSHOT OF THE INDUSTRY EVENTS THAT MADE NEWS HEADLINES IN THE MAY 2008 ISSUE OF JEWELLER.
Auscert boasts
biggest masterset
The story: Melbourne diamond-grading laboratory
Auscert has announced the introduction of a CIBJOcertified,
nine-stone colour masterset.
According to lab owners Anthony Bates and
Monica Crofts, the set took much time and
money to assemble. To qualify as a CIBJO
masterset, every diamond has to be submitted for
comparison against the C1 set held at the SSEF
in Basel, Switzerland. “The C1 set is the largest
diamond masterset in the world,” Bates said. “Every
major laboratory has a master set built against
Rising gold prices
force branch
closures
The story: AGR Matthey Jewellery has
closed its branches in Brisbane and Perth
to compensate for the impact of rising
gold prices. According to a release from the
company, AGR has been hurt by the rising
gold price it has to pay gold producers. This
has resulted in closed branches and staff
cuts across Australia. Despite the branch
closures, a recent statement from AGR
reported it had still managed to sufficiently
improve delivery turnaround times for
customers in WA and Queensland.
these diamonds.” Furthermore, to meet CIBJO
standards, each diamond in the masterset has to
be at least three-quarters of a carat in size and
extremely high clarity.
SWATCH TOPS ONE BILLION
The story: The world’s largest
watchmaker, the Swatch Group,
has announced net income profit
of CHF$1.2 billion (AU$1.6 b) for
2007. According to the company,
this is a record-breaking feat and a
23 per cent gain over 2006 figures.
Gross sales reached almost CHF$6
billion, (AU$8.2 b) rising more than
17 per cent, according to a report in
JCK. “All regions delivered positive
results, with Asia, Europe and the
USA performing particularly well,” the
Swatch report stated, highlighting
that the Swatch Group’s core
segment – watches and jewellery
– “delivered
another strong
performance
in 2007,
posting new
record figures
once again”.
“This extremely
positive trend was already visible in
spring 2007 with the huge demand
and numerous orders received at
the BaselWorld watch and jewellery
show,” the report continued. “All price
segments delivered double-digit
sales growth in 2007, helping boost
profitability across the board.”
Thieves stopped at show
The story: A move by the JAA Australian Jewellery
Fair organiser to apprehend a suspicious group may
have prevented theft at the Brisbane fair. Expertise
Events security staff encountered a man allegedly
loitering in the foyer of the exhibition hall on the
second day of the show. The guards apprehended
the man and his associate, who were handed over to
police for questioning. In an inspection of the duo’s
accommodation, police uncovered a third suspect
also taken in for questioning. All three had flown to
Australia from Colombia just three days before the
fair, leading the security guards and police to believe
they were part of an international crime group. It is
well known in the jewellery industry that Colombian
crime gangs target international jewellery fairs,
working largely by deception.
42 Jeweller May 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.
MAY
JEWELRY SHANGHAI
Shanghai, China
May 9–13
Learn more: newayfairs.com/EN
GAA 71ST FEDERAL
CONFERENCE AND SEMINAR
Hobart, TAS
May 3–6
Learn more: gem.org.au
EXPOSOL
INTERNATIONAL FAIR
Soledade, Brazil
May 3–6
Learn more: exposol.com.br
NATIONWIDE JEWELLERS
AFRICA TRIP
Africa
May 3–11
INTERNATIONAL
JEWELLERY KOBE
Kobe, Japan
May 16–18
Learn more: ijk-fair.jp
INTERNATIONAL JEWELRY
AND WATCH FAIR VIETNAM
Ho Chi Minh City, Vietnam
May 17–20
Learn more: jewelrytradefair.com/
vietnam/fair_details.html
NEW ORLEANS GIFT &
JEWELRY SHOW
New Orleans, US
May 18–21
Learn more: helenbrettexhibits.com
THE SANTA FE SYMPOSIUM
Santa Fe, US
May 20–23
Learn more: santafesymposium.org
INTERNATIONAL WATCH &
JEWELRY GUILD SHOW
Las Vegas, US
May 28–29
Learn more: iwjg.com
JUNE
JCK LAS VEGAS
Las Vegas, US
June 1–4
Learn more: lasvegas.jckonline.com
JUBINALE INTERNATIONAL
JEWELLERY AND WATCHES
TRADE FAIR
Krakow, Poland
June 7–9
Learn more: jubinale.com/en
HONG KONG JEWELLERY &
GEM FAIR
Hong Kong, China
June 21–24
Learn more: jewellerynetasia.com
JULY
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
AUSTRALIAN OPAL
EXHIBITION
Gold Coast, QLD
August 2–3
Learn more: austopalexpo.com.au
LEADING EDGE GROUP
JEWELLERS MEMBER AND
SUPPLIER CONFERENCE
Sydney, NSW
TBA
SHOWCASE JEWELLERS
MEMBER AND SUPPLIER
CONFERENCE
Hunter Valley, NSW
August 20–24
INTERNATIONAL
JEWELLERY FAIR
Sydney, NSW
August 25–27
Learn more: jewelleryfair.com.au/2018
NATIONWIDE JEWELLERS
MEMBER EVENTS
(in conjunction with
International Jewellery Fair)
Sydney, NSW
August 25–27
SEPTEMBER
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
BIJORHCA PARIS
Paris, France
September 7–10
Learn more: bijorhca.com
JEWELLERS AND
WATCHMAKERS OF NEW
ZEALAND TRADE FAIR
Auckland, New Zealand
September 9–10
Learn more: jwnz.co.nz
BANGKOK GEMS
& JEWELRY FAIR
Bangkok, Thailand
TBA
Learn more: bkkgems.com
NATIONWIDE JEWELLERS
ANTWERP TRIP
Antwerp, Belgium
September 22–28
INTERNATIONAL JEWELLERY
TOKYO AUTUMN
Yokohama, Japan
September 24–26
Learn more: ijt-aki.jp
May 2018 Jeweller 43

MY BENCH
Laura Pivovaroff
WORKS AT:
Wishart Jewellers
AGE: 22
YEARS IN TRADE: 6 years
TRAINING: Certificate III in
jewellery manufacture
OTHER QUALIFICATIONS:
Diploma in Gemmology
Favourite gemstone:
Impossible to decide!
Favourite metal:
18-carat yellow gold, as
I love the warmth and
richness of the colour.
Favourite tool:
Blow torch. The heat control
and and what you can
achieve with it is something
that constantly amazes me.
Best part of job:
Knowing that you played
a small part in some of the
happiest days of a person’s
life.
Worst part of job:
Cleaning customer’s
jewellery that’s never been
taken off.
Best tip from a jeweller:
Perfect each component
before moving on to the
next because accuracy is
everything!
Best tip to a jeweller:
If you love what you do,
you’ll never work a day in
your life...my tip is to aim
for this.
Biggest health concern on
the bench:
Dust – breathing abrasives
like emery and polish can’t
be great for the lungs.
Love jewellery because:
It’s wearable art! I love being
part of something that will
be loved by generations to
come.
My bench is always:
Immaculately organised,
because work benches are
claustrophobic enough
without any extra clutter.

Instant online quoting
Overnight printing
Overnight casting
Fastest job turnaround in Australia
Turnaround your castings faster
Traditional and Digital Casting Professionals!
www.rapidcasting.com.au
Add Rapid to your Bench.
Are you looking for a professional, reliable,
fully trackable casting company?
Trackable casting and jewellery CAD/CAM services. Visit our website for instant quotes and ordering.
C A D
+61 2 9557 9468
info@rapidcasting.com.au
®

SOAPBOX
WE’VE FORGOTTEN THE CUSTOMER IS IMPORTANT
I’ve been through five recessions since
I started my jewellery apprenticeship
in 1963. There was a lot of pressure on
jewellers during recessions; the one in
the 1980s was very damning – we were
paying 25 per cent for business finance
among other things. But we survived it,
because we took care of our customers.
Today, I think we’ve forgotten the client is
more important than anything else. Without
them we have nothing – so we should treat
them like they’re princesses and princes.
You see, private banks or shareholders own
most of the chain stores, and it’s common
now to go into a store where people are too
busy to serve you – they’re either on their
phone or socialising.
Many ‘traditional’ businesses are gone,
but we independent and manufacturing
jewellers have survived. We can still provide
a place that holds up highly esteemed,
quality service. The kind that when you go
in, you know you’re going to be attended
to. You’ll be given that feeling that you’re a
most welcome client.
Yes, we get frustrated when customers walk
in the door with something they bought
from a chain store that now needs repairing;
and when we say we want $100 to fix it,
they say “but I only paid $200 for it”. In this
situation, sometimes it feels like you’re
wasting your time – but we still need to give
these people quality service.
In the ‘old days’, people used to walk into a
jewellery store and get service for ‘nothing’.
It’s an old tradition, but the next generation
of jewellers don’t understand this because
they feel they need to make money out of
everybody who walks in the door.
I still see it in stores that I call on: people
walk in and they want advice for free. “How
much is this piece of gold worth? Would
you buy it? How much is so-and-so, I want
an evaluation done but I don’t want it for
insurance. I don’t want to pay, just tell me
what it’s worth”. I still see and hear these
questions almost every day.
I have a regular customer who first came
into my store years ago, looking somewhat
scruffy. But he would put anything from
$2,000 upwards on the counter regularly,
two to three times a year. Recently he said
to me, ”You’ve never looked down on me,
and you’ve always served me,” and I said,
“Yes, because you’re important to me.”
The same goes for every one of my
customers. If they go away unhappy, they’re
going to tell people; but if I can help them
with a $5 or $10 watch battery, they might
tell their friends. And I don’t know what
business they might ultimately bring me.
At the end of the day it’s important to give
the best service you can offer. Get training,
or employ somebody that is trained. There’s
still a terrible image of jewellers being
crooks, after the media ran stories about
diamonds being swapped and items being
overpriced. We have to build trust and
confidence with customers again.
I can honestly say that in 50 years, I’ve
never failed to get someone to hand over
anything from a $5 piece to a $100,000
piece for repair and have them say with
confidence, “I trust you. You’ve given me the
I CAN HONESTLY
SAY THAT IN 50
YEARS, I’VE NEVER
FAILED TO GET
SOMEONE TO HAND
OVER ANYTHING
FROM A $5 PIECE
TO A $100,000 PIECE
FOR REPAIR
reasons why I need to have this fixed, you’ve
done drawings for me, and you’ve shown
me what needs to be done”.
Sometimes helping someone can be
that simple. I draw what a claw looks like,
and then let the woman see under an
eyeglass that the claw is broken. Then she
understands what she’s paying for, and she’ll
pay $200 to have it repaired.
Customers need to know what work is
actually being done on a product. After all,
that gives them satisfaction and security,
especially when they see the person who’s
going to work on it.
I think we’ve allowed ourselves to be caught
up in the ‘quick sell, make money situation’.
We’ve forgotten how to sell ourselves and
our expertise to the satisfaction of our client,
so that they trust us to do the job right, at
any price we can offer them. They don’t
have to be done for nothing or cheaply;
but when the correctly trained person
speaks to them, and we take the time to
help them understand more about the
process, you’ll get them to pay the right
price – and top price.
My motto is: “Diamonds are not the girl’s
best friend – the real jeweller is.” i
Name: Bruce Rosewarne
Business: Bruce R Rosewarne, FGAA
Position: owner/director
Location: Mooloolaba, QLD
Years in the industry: 55
Got something to get off your chest about the jewellery
industry? Let us know! editorial@jewellermagazine.com
46 Jeweller May 2018

Seeing is
believing
A world of sparkling
opportunities.
Perhaps you are
looking forward to
our free presentations
or meeting with
industry bodies?
Maybe you are keen
to network within
your industry?
Or maybe you are
excited to see the
largest collection of
wholesale jewellery
in Australia.
You will experience
it all and more at
the fair.
pms 2935 C
pms 2935 C
Organised by
August 25 > 27, 2018
ICC Sydney
Exhibition Centre
Darling Harbour

SAMS SAMS GROUP
AUSTRALIA
Live Live Life Life Colourfully
Natural Fancy Coloured Diamonds
The perfect The perfect expression expression of individuality, of show show your your true true colours colours with with natural natural fancy fancy coloured coloured
diamonds. diamonds. Natural Natural fancy fancy coloured coloured diamonds diamonds are the are rarest the rarest and most and most beautiful beautiful of nature’s of nature’s treasures. treasures.
All GIA All certified, GIA certified, beautifully beautifully cut and cut in and breathtaking colours colours - call - us call now us now to find to out find more. out more.
E pink@samsgroup.com.au E W samsgroup.com.au W P 02 P 9290 02 9290 2199 2199