Jeweller - April 2020

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY APRIL 2020 

Conquering corona 

PROTECT AND PREPARE YOUR 

BUSINESS DURING THE PANDEMIC 

Time frame 

EXPLORING FIVE YEARS OF CHANGE 

IN THE WATCH CATEGORY 

Watch this space 

A SHOWCASE OF BEST-SELLING AND 

NEW RELEASE WATCHES

September 12 

OPEN UPDATE FROM GARY FITZ-ROY AS AT MARCH 21, 2020 

We’ll get through this together 

First and foremost, our thoughts are with those who have been affected 

by COVID-19 in these unprecedented and challenging times, and those 

still recovering from the tragic fires earlier in the year. 

As a family business whose whole business has in effect been forced 

closed, we fully understand the pressures of daily business. 

We’re monitoring the situation 



We understand the concern you may have around the potential impact of COVID-19, and we 

believe that it is important that YOUR industry event – the International Jewellery & Watch Fair – 

continues to support the industry. We do take the matter of COVID-19 and the protection of our 

communities seriously. 

The health and wellbeing of all those in the industry is always our top priority and we will continue 

to monitor the public health situation closely and adhere to all advice provided by the government 

and health authorities. 

TOGETHER STRONGER United We Stand 

J E W ELLERY & WATCH FAIR 

September 12 – 14, 2020 

This is a time to support one another and I know many manufacturers and distributors here in Australia 

have stock and want to support the local market. 

I urge you to buy local, support local and I know many are providing terms to assist retailers. Based on 

this, we will get through this and we will be stronger for it. 

At the time of writing, the Fair is proceeding, and we are mobilising some great initiatives and plans. 

I am pleased to advise that the four buying groups will have a strong focus at this year’s Fair. This 

will ensure all the buying is on the show floor, making it as easy and well-connected as possible. 

Stay strong, the Australian spirit and fight will shine through. 

INTERNATIONAL 

AN INDUSTRY UPDATE FROM GARY FITZ-ROY AS AT 21 MARCH 2020 


















INTERNATIONAL 

J E W ELLERY & WATCH FAIR 

First and foremost, our thoughts are with those who have been affected by COVID-19 

in these unprecedented and challenging times, and those still recovering from the 

tragic bushfires earlier in the year. 


As a family business which has, in effect, been forced to close due to the international 

health and financial crises, we fully understand the pressures of daily business. 

WE’RE MONITORING THE SITUATION 

We understand the concern you may have around the potential impact of COVID-19, and 

we believe that it’s important that your industry event – the International Jewellery & Watch 

Fair – continues to support the local industry. We take the matter of COVID-19 and the 

protection of our communities seriously. 






The health and wellbeing of all those in the industry is always our top priority and we will 

continue to monitor the public health situation closely and adhere to all government and 

health authority advice. 






TOGETHER STRONGER - UNITED WE STAND 

This is a time to support one another and I know many manufacturers and distributors here 

in Australia have stock and want to support the local market. 




I urge you to buy local, support local and I know many are providing trading terms to assist 

retailers. Based on supporting each other, I know we will get through this and the industry 

will be stronger for it. 




At the time of writing (21 March), the Sydney Fair scheduled for mid-September will proceed, 

and we are mobilising some great initiatives and plans. 





I am pleased to advise that the four buying groups will have a strong focus at this year’s 

Fair which ensures all the retail buying will take place on the fair floor, making it as easy 

and well-connected as possible. 






This year’s Fair will play a pivotal role of UNITING and connecting the industry, and I look forward 

to seeing you on the floor, 




The current crisis affects all levels of the industry from suppliers and service providers right 

through to retail stores. No one has been spared. However, if we stay strong, the Australian 

spirit and fight will shine through. 







This year’s Fair will play a pivotal role in connecting and uniting the industry, and I look 

forward to seeing you in September. 

Gary Fitz-Roy, 

Expertise Events 





Gary FItz-Roy 


ICC Sydney Exhibition Centre, Darling Harbour 

ICC Sydney ICC Sydney Exhibition Exhibition Centre, Centre, Darling Darling Harbour 

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APRIL 2020 

Contents 

This Month 

Industry Facets 

7 Editor’s Desk 

8 Upfront 

10 News 

14 

15 

17 

10 YEARS AGO 

Time Machine: April 2010 

MY STORE 

The Diamond Shop 

LEARN ABOUT GEMS 

Synthetic Moissanite 

18 STRATEGY FEATURE 

Pandemic panic 

Jeweller details the business strategies 

and support available to retail jewellers 

affected by the disruption of COVID-19. 

Features 

18 

48 

50 

MY BENCH 

Steve Pallas 

SOAPBOX 

Emil Ozer 

STRATEGY FEATURE 

Coping with Coronavirus: Business Survival Guide 

28 INTERNATIONAL TRADE SHOW REPORT 

Mumbai to Jaipur 

28 

30 

INTERNATIONAL TRADE SHOW REPORT 

Indian Ingenuity 

WATCH INDUSTRY REPORT 

Trends in Time 

Before the disruption 

of the coronavirus, 

COLEBY NICHOLSON 

observed the bold 

future of the Indian 

jewellery industry 

taking shape. 

36 

PRODUCT PROFILE 

Watch Showcase: New Releases & Bestsellers 

Better Your Business 

42 

RETAIL STRATEGY 

BRI WILLIAMS explores why your customers resist your sales techniques. 

30 WATCH INDUSTRY REPORT 

Turn back 

the clock 

ARABELLA RODEN 

examines the evolution 

of the watch industry 

over the past 

five years. 

44 

45 

46 

47 

SELLING 

Focus on your returning customers, advises RICHARD SHAPIRO. 

MANAGEMENT 

BRIAN JEFFREY sets out a plan for managing staff during a recession. 

MARKETING & PR 

Word-of-mouth is the most powerful marketing tool, writes THOMAS YOUNG. 

LOGGED ON 

DAVID BROWN details how to make your website more effective for sales. 

36 SHOWCASE 

Timed 

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showcase. 

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Editor’s Desk 

Retail reality: recalibrating to a new normal 

The search for solutions amid the pandemic panic starts with understanding consumers, writes ANGELA HAN. 

The COVID-19 pandemic sent a shockwave 

around the globe, leading to businesses 

closing almost overnight. This has left 

retailers wrestling with how they can keep 

their doors open and staff employed, amid 

empty tills and sleeplessness. 

These problems are very real. 

Meanwhile, economists and analysts tell 

us that this pandemic is an opportunity for 

governments and businesses to refine their 

disaster planning processes. That’s good for 

everyone in the long run, and headlines herald 

that innovation flourishes in times of crisis. But 

what does innovation look like for jewellers? 

History has proven that societies are altered 

by extreme adversity, and the lessons learned 

are carried through generations. 

Trade has developed a pattern over thousands 

of years: firstly, identifying gaps or needs 

in people’s lives, secondly, conceptualising 

how we can fill that gap or need, and finally, 

fulfilling that gap or need. 

Following this template, we can find solutions 

to problems of the present and adapt to the 

inevitable changes that will occur in the future. 

Agility is the new normal 

Business owners are constantly told to remain 

“agile”, but what does that actually mean for 

jewellery retailers, and how can they quickly 

respond to the inevitable post-coronavirus 

shift in consumer behaviour? 

The nature of evolution is not only survival, 

but also how necessary the organism is based 

on its usefulness to its surrounding network. 

To evolve, you must understand your position 

in the market and how best to serve your 

customers. 

We must acknowledge that the way we engage 

with our surroundings has fundamentally 

changed. With all the meticulous handwashing, 

there’s bound to be an increase in 

shoppers feeling uncomfortable trying on 

items in stores. This may lead to increasing 

consumer reliance on e-commerce. 

Many of the behaviours that consumers have 

adopted during the pandemic might remain 

permanent, which will in turn decisively 

affect our economy. For example, shopping 

centres will have to rethink the way they rent 

retail space with more businesses adopting 

sophisticated omni-channel strategies. 

SOTI, a technology company, recently 

published A State of Mobility in Retail 

which included the survey results of 4,000 

people about their omni-channel shopping 

experiences. The findings indicate that 

consumers want a secure, personalised instore 

experience via mobile. 

It also revealed that 67 per cent of consumers 

felt that mobile was the best way to deliver a 

seamless shopping experience, and 76 per 

cent wanted store staff to use mobile devices 

to provide a better in-store experience. 

If a safe, seamless and speedy delivery is 

uppermost in the minds of customers, then the 

next few months are a good time for retailers 

to spend fine-tuning their digital presence, 

focusing particularly on mobile development, 

and connecting with customers. Is this a gap 

in your business? If not, then fill it. 

Strengthened local manufacturing 

With the global supply chain heavily impacted 

for the foreseeable future, consumers will be 

driven by default to support local businesses 

and we will only become more reliant on one 

another until markets resume some form of 

normality. 

Manufacturing jewellers have seen a slow 

return to custom design and personalised 

manufacturing in the past few years, with 

coloured gemstones enjoying a moment 

in the spotlight. 

This trend, in part, is driven by a generation 

of Millennials who ascribe strongly to 

philosophies of self-expression and 

personalisation, and those aspects of the 

business may experience further growth 

once the market is ready for some form 

of normal trade. 

If you’re still in business today or when the 

crisis has passed, it’s because customers 

have trusted you over the years. 

Strengthen your position now by keeping your 

communication lines open, engaging them in 

creative ways. 

Remember: love doesn’t stop in a pandemic! 

It’s a good time to let your customers know that 

your ability to serve them in their moments of 

celebration remains unwavering during this 

time. 

If you’re still in 

business today, 

it’s because 

customers have 

trusted you 

over the years. 

Strengthen your 

position now by 

keeping your 

communication 

lines open, 

engaging them 

in creative 

ways. 

Smarter shoppers 

The internet has made consumers smarter 

– and more selective – than ever before. They 

are looking for attentive businesses that will 

help fulfil their needs and wants. With the 

emergence of CAD/CAM and 3D printing, a 

gradually growing segment of customers are 

producing their own designs saved on a USB 

stick, for their local jeweller. 

While some retailers have turned these 

jobs away, smarter operators with the right 

skillsets have helped customers refine 

their design on-screen behind their bench, 

leading to an opportunity for a sale while 

extending education and earning the trust 

of a committed new customer. 

The joy of a better-informed customer is in 

the engagement and depth of discussion. It 

is a jeweller’s job to stay abreast of a wide 

range of topics such as ethical sourcing, 3D 

modelling and printing, the pros and cons 

of natural and lab-created diamonds, or 

alternative gemstones for engagement rings. 

Don’t be intimidated – be prepared. 

Be as helpful as you can in fulfilling your 

customer’s specific needs and help them 

deliver their beautiful jewellery by any 

means. Smart shoppers love being educated, 

and if they can learn new things from you, 

they will keep coming back. 

After all, luxury today is said to be driven by 

authentic, personal interactions. Creating a 

tailored experience for your customer works 

because people gravitate towards businesses 

that can give them what they need in an 

unforgettable way. 

At the heart of survival is being attentive 

and able to meet others at their point of need. 

Now is a forgiving time to take some risks, 

as everyone across the world is navigating 

uncharted waters. Try communicating with 

customers differently, explore new methods 

of selling inventory, and refine your business 

goals while making the changes you’ve been 

wanting to make. There won’t be a better 

time to recalibrate your business. 

Your customers are changing, they’re talking, 

and if you listen, you’ll know exactly what 

they want and how you can deliver. 

Angela Han 

Publisher 


Upfront 

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Weird, wacky and wonderful 

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APRIL BIRTHSTONE 

Diamond 

Natural colour diamonds: 

Kunming Diamonds 

The hardest natural substance on Earth, diamonds 

have long been associated with strength, purity and love. 

The first written record of a diamond dates to 500 BCE. 

Until the 18th Century, the only known diamond mines 

in the world were located in India, and the first South 

African diamond wasn’t found until 1867. 

Digital Brainwave 

#jewelrylovers 

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Trendspotting 

Gold chains abounded on the 

catwalks of New York, London, Milan 

and Paris for the autumn/winter 2020 

fashion shows, from fine links and 

simple chokers to chunky necklaces 

and pearl-embellished chain pendants. 

Alberta Ferretti AW20, Shutterstock 

Pig out! 

The UK’s Royal Mint has 

unveiled the ‘world’s most 

expensive piggybank’. 

The 18-carat gold item, 

named Minty, was created by 

Bristol jewellers Phillip and 

James Kydd and is valued at 

£100,000. Each additional 

Minty purchased will be 

handmade to order. A sterling 

silver piggybank is also 

available, priced at £6,000. 

On a roll 

A Las Vegas jewellery store 

has made headlines 

for its response to the 

coronavirus. The business 

advertised a single roll of 

toilet paper for $US3,999. 

The promotional toilet 

roll comes with a ‘free’ 1-carat 

diamond ring! Like Australian 

consumers, shoppers in 

the US have been proactively 

stocking up on toilet paper 

in anticipation of isolation 

requirements. 

While 42 per cent 

of consumers 

clicked items 

priced at $1,000 

or less, a third 

clicked on items 

priced $1,000– 

$2,500. 

The US market research company 

GemFind Digital Solutions has released 

the 2019 edition of its annual Jewelry 

Consumer Trends Report. 

Based on data collected from 400 US retail 

jewellery websites, it found that diamonds 

were popular all year round, with spikes 

in February, March, July, and October. 

More than half of all searches were for 

rings, followed by necklaces at 10 per cent 

and earrings and watches at 9 per cent 

each. The most searched-for metals were 

14-carat and 18-carat white gold. 

Top Product 

This beautiful basket necklace 

from Ikecho Australia is crafted in 

9-carat yellow gold with a two-tone 

finish. It features an 11.5-12mm South 

Sea pearl with 0.066-carat diamond, 

and is available in adjustable lengths 

of 50, 60 and 70cm. 

Distributed by Ikecho Australia 

Smarten up 

Russian company Caviar has 

revealed a range of bejewelled 

smartphone cases for the 

Samsung Galaxy S20 model. 

Themed around the game 

of blackjack, shoppers can 

purchase ace or joker-engraved 

panels made of gold and onyx. 

The most expensive case in the 

collection – priced $US40,210 – 

features a gold joker relief with 

three rubies and sapphires. 

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY 

Published by Befindan Media Pty Ltd 

Locked Bag 26, South Melbourne, VIC 3205 AUSTRALIA | ABN 66 638 077 648 | Phone: +61 3 9696 7200 | info@jewellermagazine.com 

Publisher & Managing Editor Angela Han angela.han@jewellermagazine.com • Assistant Editor Arabella Roden arabella.roden@jewellermagazine.com 

Advertising Toli Podolak toli.podolak@jewellermagazine.com • Accounts Paul Blewitt finance@befindanmedia.com • Subscriptions info@jewellermagazine.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. Befindan 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.

News 

JCK trade shows postponed 

due to coronavirus 

pandemic 

Michael Hill International closes stores 

Michael Hill International’s New Zealand 

and Canadian stores have also been closed 

indefinitely as the pandemic escalates 

worldwide. Its online stores will continue 

to operate; e-commerce accounts for 3 per 

cent of total revenue. 

MORE BREAKING NEWS 

JEWELLERMAGAZINE.COM 

JCK Las Vegas is the US’ largest jewellery trade show. 

Jewellery trade shows JCK Las Vegas and 

JCK Luxury have been postponed to later in 

2020, following health and safety advice from 

US authorities. 

JCK Luxury was due to begin on 31 May, while 

JCK Las Vegas – the US’ largest jewellery trade 

show – was scheduled for 2–5 June. 

Organisers Reed Exhibitions and the Reed Jewelry 

Group said the decision was made “after careful 

consideration and comprehensive discussions”. 

“After consulting with national experts, our 

customer, and closely monitoring developments 

and reviewing guidance and advice from 

renowned national public health officials, the 

United States Centers for Disease Control 

and Prevention (CDC) and the World Health 

Organization (WHO), we have decided it is in 

the best interest of all our JCK community to 

postpone the show,” a statement read. 

While Reed confirmed the show would be 

rescheduled, no new dates had been announced 

at the time of publication. 

The decision to postpone the event was announced 

on 18 March, following an increase in the number 

of US coronavirus cases to more than 9,000. 

By 29 March, the case figure had risen to more 

than 124,000, with the US surpassing Italy as 

the country with the highest number of active 

coronavirus patients. 

At the time of publication, there had been 

188,000 cases with at least 3,600 fatalities. 

In response to the crisis, the US Department of 

State has introduced a temporary ban on travel 

to the US from China, Iran, the European Union, 

Switzerland and the UK, and closed its border 

with Canada for non-essential travel. 

The US Congress also passed a $US2 trillion 

package to support businesses and taxpayers. 

On 24 March, the Australian government 

announced a ban on all international travel. 

Michael Hill has closed stores in Canada, New 

Zealand and Australia and stood down staff. 

Following the Australian Government’s 

guideline for all non-essential stores to cease 

trading in order to curb the spread of the 

coronavirus, Michael Hill International closed 

all 165 Australian stores for an indefinite 

period from 23 March. 

Australia is the company’s largest market, 

accounting for 55 per cent of revenue. 

In a statement, the company said it would 

“re-open as soon as we are given approval 

by government health authorities”. 

The company noted a significant “drop off in 

trade” in Australia prior to the store closures, 

which reflected “a customer base that is, of 

course, focused on more immediate issues”. 

Nationwide buying group cancels 

Noumea conference 

The annual Nationwide buying group 

members’ conference, which was scheduled 

for June, will no longer take place. 

The four-day event was to be held at the Le 

Meridien Resort & Spa in Noumea, New 

Caledonia, and some airfares for members 

and suppliers had already been booked. 

However, Nationwide Jewellers management 

decided to reschedule the event following 

travel warnings issued by the Australian and 

New Zealand governments, in light of the 

ongoing coronavirus pandemic. 

Colin Pocklington, managing director 

Nationwide Jewellers, said, “In the interests 

of the health and safety of members, 

suppliers and staff, we have decided to defer 

the Noumea conference until May-June 2021. 

We will advise a precise date in a few weeks 

after discussions with the hotel.” 

The event had seen a high volume of member 

bookings, exceeding the number that had 

signed up for last year’s conference at the 

same point. 

Crystal Vilkaitis, a US retail marketing 

Emma Hill, chair Michael Hill International 

board of directors, said, “The board and 

management team have acted swiftly today 

following the extraordinary circumstances 

that are impacting the Australian and New 

Zealand retail markets.” 

The company confirmed that staff would be 

‘stood down’ with full leave entitlements and 

its head office in Brisbane would also be 

reviewed “with a view to reducing costs”. 

It has approximately 2,500 permanent 

employees across retail, administration 

and manufacturing. 

Daniel Bracken, CEO Michael Hill 

International, said the company would take 

“all necessary actions to reduce our costs... 

so that they better match the very subdued 

consumer demand in all our markets”. 

Michael Hill International’s share price fell 

more than 20 per cent on Monday 23 March. 

It has deferred payment of dividends. 

specialist, was due to give the keynote 

presentation and advanced workshops 

for members. 

Pocklington confirmed that Nationwide 

staff were working on transferring prebooked 

airfares for members and 

suppliers to next year. 

At the time of publication, Air Calin flights 

had been successfully rebooked at no extra 

cost, while changes to Qantas and Air New 

Zealand bookings had not been finalised. 

Members will be advised as soon as details 

are confirmed. 

However, Pocklington remained optimistic 

for the 2021 conference, which will mark 

Nationwide Jewellers’ 30th anniversary. 

“Hopefully the world will be back to normal 

by mid-2021, and we can look forward to 

what should be one of our best conferences 

ever in terms of attendance and location. 

“This will be a great event to look forward to.” 

Nationwide has 399 members across 

Australia, New Zealand and Fiji, operating 

461 stores. 

10 | April 2020

Coronavirus forces drastic measures 

in watch and jewellery industry 

Wuhan, China was once the epicentre of the virus; its streets remain empty. 

The coronavirus pandemic has led 

to the temporary closure of major 

international diamond bourses, 

watch and jewellery retailers, and 

watch manufacturers. 

All four diamond bourses in Antwerp, 

Belgium have been closed until 

further notice. 

Meanwhile, the Israel Diamond 

Exchange (IDE) in Ramat Gan has 

also closed, with IDE president 

Yoram Dvash writing, “We are 

working with all the authorities to 

ensure we receive a support package 

that will enable us to get through this 

period successfully.” 

The Bharat Diamond Bourse closed 

on Friday 20 March and the London 

Diamond Bourse on Wednesday 

25 March. 

De Beers has cancelled its third 

sight of 2020 due to travel restrictions 

and is enabling sightholders to defer 

100 per cent of their allocations to 

later in the year. 

Meanwhile, Rolex temporarily closed 

its three manufacturing plants in 

the Swiss cities of Geneva, Bienne 

and Cressier in order to contain the 

spread of the coronavirus. 

Hublot also closed its production 

facility, located in the city of Nyon, 

“until further notice”, while TAG 

Heuer has suspended production 

at its Swiss factory. 

The Swiss government has declared 

an “extraordinary situation” and 

banned all private and public 

events and closed ‘non-essential’ 

businesses until at least 19 April. 

More than 16,000 people have 

tested positive for coronavirus 

in Switzerland, with at least 400 

fatalities. 

Across the border in France, luxury 

conglomerate Louis-Vuitton Moët 

Hennessy SE (LVMH) converted its 

perfume and cosmetics factories 

to produce hand sanitiser. 

France has experienced a shortage 

of hand sanitiser amid the worsening 

virus crisis, with more than 52,000 

confirmed cases. 

Meanwhile, Chinese jewellery 

company Chow Tai Fook will begin 

manufacturing face masks for the 

public, at a rate of 200,000 per day, 

in April. 

In the US, LVMH-owned jeweller 

Tiffany & Co. has closed several 

stores – including its flagship location 

on Fifth Avenue in New York City. 

The US has surpassed Italy to 

become the country with the 

highest number of confirmed 

coronavirus cases. 

Tiffany & Co. is not alone in 

closing doors for safety reasons; 

all Signet Jewelers-owned stores, 

including Zales, Jared, and Kay 

Jewelers, have temporarily closed, 

as have US locations of Keringowned 

Pomellato. 

Pandora Jewelry temporarily closed 

all its US, UK, Ireland, Italy, Spain, 

France and Germany stores, while 

Lovisa has shuttered its store 

network across Australia, New 

Zealand, South Africa, the US, UK, 

Spain, France and Malaysia, leaving 

only its Singapore stores operating. 

Proudly distributed by 

02 9417 0177 | www.dgau.com.au

News 

In Brief 

Alrosa holds digital 

diamond tender 

Russian mining conglomerate 

Alrosa held its first digital large-size 

diamond tender from 26 March to 

3 April. The tender was held online 

following the cancellation of its 

scheduled international auctions. 

The company used advanced 

scanning technology to generate 

full 3D digital models of each stone. 

Mercury-free gold mining 

one step closer 

A trial of a new mercury-free 

gold processing machine has 

yielded promising results, according 

to non-profit Mercury Free Mining 

(MFM). A group of small-scale 

miners in Ghana used Goldrop, a 

separation processor developed by 

a US company, over 10 days. MFM 

estimates that 15 million artisanal 

miners use mercury to separate 

gold from other particles. 

Everledger begins 

mineral blockchain 

Technology company Everledger, 

founded by Australian entrepreneur 

Leanne Kemp, has expanded 

its blockchain-based tracking 

platform into rare-earth minerals. 

The platform was initially developed 

to ensure a fully traceable and 

conflict-free diamond supply chain, 

and now reportedly tracks 40 per 

cent of the diamonds in circulation. 

Uncertain future for 

Gemfields auctions 

Ruby and emerald mining 

company Gemfields is unable to 

confirm whether its upcoming 

gemstone auctions will take place, 

due to travel restrictions associated 

with the COVID-19 pandemic. Its 

most recent emerald auction, held 

in Zambia from 18-21 February, 

saw 64 per cent of carats sold, 

generating $US11.5 million. 

I strongly 

believe [Paul 

Zahra] is more 

than capable 

of taking the 

ARA to the 

next level 

Russell Zimmerman 

Preliminary 

drilling at 

[the] Hemi 

site indicated 

it may be the 

largest-ever 

gold deposit 

in the Pilbara 

region 

New CEO for growing Australian 

Retailers Association 

Paul Zahra will step into the leadership role in May. 

Paul Zahra, former CEO of David Jones, will 

take over as CEO of the Australian Retailers 

Association (ARA) when executive director 

Russell Zimmerman retires in May. 

The news of his appointment to the ARA 

was announced as 12 major retail chains – 

including Woolworths, Bunnings, Chemist 

Warehouse, JB Hi-Fi, Super Retail Group, 

Costco, Harvey Norman, Priceline and 

Australia Post – joined the body. 

The ARA has 7,500 members, largely 

comprised of small and medium enterprises. 

Zimmerman, who had led the ARA for 

10 years, indicated his intention to retire 

in October 2019. 

He expressed support for Zahra’s 

appointment, saying, “I strongly believe he is 

more than capable of taking the ARA to the 

next level as it forges ahead, consolidating 

around its mission to provide one voice for 

the retail sector in Australia.” 

Zahra has worked in the retail industry for 

35 years and held senior roles at Officeworks 

and Target. He was managing director and 

CEO of David Jones from 2010 to 2014, 

leading it to its strongest sales in seven years 

and growing its digital presence. 

Of his appointment to lead the ARA, he said, 

“I am optimistic about what lies ahead and 

look forward to supporting and advocating for 

our members as we overcome challenges, 

embrace transformation and evolve with the 

customers we serve.” 

The Australian retail industry generates $320 

billion annually and is the nation’s second 

largest employer. Retailers are represented 

by two industry bodies – the National 

Retailers Association (NRA) and the ARA. 

Under Zahra’s leadership, the ARA will 

continue its mission to unite the Australian 

retail sector and represent its interests to 

the government. 

Australian mining company strikes gold 

in the Pilbara 

The Pilbara looks promising for gold exploration. 

A West Australian mining company has 

discovered a potentially record-breaking deposit 

of gold at the Mallina Gold Project, 80km south 

of Port Hedland. 

De Grey Mining announced that its preliminary 

drilling at its Hemi site indicated it may be the 

largest-ever gold deposit in the Pilbara region, 

in the north-west of Western Australia. 

Andy Beckwith, operations manager De Grey 

Mining, said drilling at two parallel sites 

indicated very promising results. 

“With the new reverse circulation drilling, there 

is potentially a 200m-wide zone – that’s almost 

unheard of,” he said, adding that the site “has 

exceptionally wide intersections, we’ve got 

mineralisation that is very consistent, and we 

are just busily trying to extend them and see 

what we have.” 

The Mallina results led De Grey Mining’s largest 

shareholder, DGO Gold, to invest a further $4.75 

million in the company. 

De Grey chairman Simon Lill said the move 

was “a clear validation from DGO of their belief 

in De Grey’s Mallina Gold Project and, more 

specifically, the recent Hemi discovery, where 

drilling is continuing, and we are seeking to 

further grow its size and scale.” 

The Pilbara is best known for its iron-rich 

deposits and is not considered a premier source 

of gold in Australia; each year, it produces less 

than half of the gold mined from the Kalgoorlie 

Super Pit. 

At the time of publication, gold prices were at 

$AU2,652.52 per ounce, an increase of 38 per 

cent over last year. 


Furore as diamond prices fall; Rapaport 

Price List suspended 

SAMS GROUP 

AUSTRALIA 

 

 

 

 

 

 

The Rapaport Price List has been suspended for the first time in its history following a member vote. 

A revision in the Rapaport Price List, 

published on 20 March, prompted 

hundreds of sellers to remove their 

products from the RapNet trading platform 

and vote to suspend the List for the first 

time in its history. 

RapNet listed prices dropped 5–9 per cent 

across most diamond categories. 

Rapaport founder and chairman Martin 

Rapaport explained that the prices 

reflected significant changes in the market 

amid the ongoing coronavirus pandemic. 

“It is vital that the Rapaport Price List 

reflects the realities of the market even 

when such realities are not pleasant or 

welcome,” he explained. 

“We cannot protect the market from price 

changes and must maintain the credibility 

of our price information.” 

He added, “Buyers require and expect 

Rapaport to reflect the lower price realities 

of the market. We cannot misrepresent 

prices for the benefit of sellers, and we 

must not mislead buyers.” 

The price changes significantly devalued 

the inventory of RapNet’s more than 

7,000 members, with one describing it as 

“thoughtless” and “miscalculated”. 

Shortly after the new prices were 

published, protesting members created an 

Instagram account, @stock_off_rapnet, to 

encourage companies to withdraw their 

goods from the platform. 

At the time of publication, the Instagram 

account had more than 2,100 followers and 

had published the logos of 700 companies 

that had removed their stock from RapNet. 

Some announced their defection to rival 

trading platforms, such as IDEX, which 

publishes real-time pricing information 

updated hourly. Its Diamond Index 

indicated polished diamond prices fell on 

average 2–4 per cent from 1 to 23 March. 

Meanwhile, other RapNet members have 

requested that the 20 March Rapaport 

Price List be recalled and for further Price 

Lists to be suspended until 1 May. 

Martin Rapaport confirmed the List would 

be suspended following a member vote, 

in which 72 per cent were in favour. He 

called the suspension “an extraordinary 

step we are taking as an act of solidarity 

with the trade”. 

Meanwhile, the World Federation of 

Diamond Bourses (WFDB) has announced 

it will develop its own online diamond 

trading platform for all bourse members. 

The platform will be “created with the 

needs of WFDB members in mind and 

backed by the peace of mind that comes 

with knowing that every transaction 

will be protected by the WFDB’s 

unparalleled and unique arbitration 

system,” according to a statement from 

the WFDB executive committee. 

Ernie Blom, president WFDB, said, 

“If there is any silver lining and benefit 

to COVID-19, it has taught us that all 

diamond bourses should come together, 

promote and facilitate the diamond trade 

in order for members of every bourse to 

trade freely with one another and to feel 

safe while doing so.” 

While the WFDB platform is being 

developed, the Israel Diamond Institute 

has opened its Get Diamonds international 

trading service to WFDB-affiliated 

bourse members. 

We cannot 

misrepresent 

prices for 

 

of sellers, 

and we must 

not mislead 

buyers 

Martin Rapaport 

Diamond 

bourses 

should come 

together, 

promote and 

facilitate the 

trade in order 

for members 

... to trade 

freely with 

one another 

Ernie Blom 

 

 

 

E pink@samsgroup.com.au 

W samsgroup.com.au 

P 02 9290 2199

10 Years Ago 

Time Machine: April 2010 

A snapshot of the industry events making headlines this time 10 years ago in Jeweller. 

Historic Headlines 

Marketing assault for Bulova 

GIA launches virtual gem museum 

Grand Seiko goes international 

New labels for ‘synthetic’ diamonds 

Unrest at NCJV 

ACCC acts against retailer 

STILL RELEVANT 10 YEARS ON 

Bright Future: Coloured gemstones 

often provide a price-friendly 

alternative for shoppers... [There’s] 

a need to better educate consumers 

and retailers on the diversity of 

stones available and their 

various qualities 

READ ALL HEADLINES IN FULL ON 

JEWELLERMAGAZINE.COM 

Following an Australian Competition and 

Consumer Commission (ACCC) ruling against a 

Sydney jeweller, news emerged that the same 

jeweller received numerous warnings about 

potential breaches of the Trade Practices Act from 

the Jewellers Association of Australia (JAA). 

The ACCC ordered Sydney jewellery retailer 

Australian Opal Cutters to remove misleading 

advertising after the company repeatedly referred 

to ‘normal retail price’ in its promotions from 

December 2005 to March 2009. 

“The ACCC believes the market research did not 

provide a sufficient basis upon which a ‘normal 

retail price’ could be accurately determined or 

quoted,” ACCC acting chairman Peter Kell said. 

Ian Hadassin, JAA CEO, said, “The JAA 

encourages and supports discounting so long 

as the discounts offered are honest and real.” 

Insurance industry challenged 

The Jewellers Association of Australia (JAA) 

intends to raise issues relevant to jewellery with 

the Insurance Council of Australia as part of a 

raft of consultations it has begun with individual 

insurance companies across the country. 

Issues under investigation include how to educate 

jewellery retailers to best deal with insurance 

claims from a customer, as well as the possibility 

of breaches to the Trade Practices Act (TPA) by 

insurers, such as exclusive dealing. 

The JAA is also working on helping retailers 

to understand how price limits in insurance 

policies work. 

April 2010 

ON THE COVER Skagen Denmark 

Editors’ Desk 

1800-SALES-REP: “Boy, I wish I had a 

dollar for every time I’ve been asked, 

‘Do you know a good sales rep looking 

for a job?’ I’d be a very rich man sitting 

on a beach somewhere... 

I learnt a long time ago that the 

person you want to employ is not the 

one looking for a job. ‘Good sales reps 

are rare,’ I often say, ‘and when they 

are good, everyone wants them.’” 

Soapbox 

The Magnificent Black: 

“If opals lose their place in the 

market, it won’t just mean a loss 

of sales, and therefore profits, for 

Australian jewellers; it will mean 

the loss of millions of dollars for the 

Australian economy… 

The miners, wholesalers and 

retailers of opal must come together 

and amass knowledge and money 

to start advertising and growing the 

market. Either that, or we can simply 

sit back and pray for it to happen.” 

– J-Peter Hooshmand, director 

Cosmopolitan Jewellers 

Nationwide braces for 

record payout 

Nationwide Jewellers has announced that it 

is expecting to make a record reward payment 

to members as part of the buying group’s 2020 

annual conference at Port Douglas in June. 

Based on the expected record attendance, 

the group will be rebating in excess of $200,000 

to members, according to managing director 

Colin Pocklington. 

The buying group has also announced plans 

to introduce a financial assistance scheme 

for apprentices employed by members of 

the group. 

Baselworld opens on a 

positive note 

In a marked contrast to last year, Baselworld 

was abuzz with confidence. Although cautious, 

organisers said there were positive signs as 

1,915 exhibitors from 45 countries attended. 

The numbers were good news for Baselworld 

managing director, Sylvie Ritter. There was a 

net loss of around 30 exhibitors. 

“Baselworld is fully booked. We have the 

same number of exhibitors as we had in 

2009 and this has remained unchanged for 

several years,” announced Ritter at the media 

conference. She called the 2009 economy 

“challenging” but predicted 2010 would 

“reveal a revitalised industry.” 


INSIDE 

My Store 

The Diamond Shop 

AUCKLAND, NEW ZEALAND with Jemma Smith, marketing manager • SPACE COMPLETED May 2018 

Who is the target market? 

The Diamond Shop’s target market varies greatly, 

from young women approaching milestones 

such as birthdays or graduation, to older couples 

looking for meaningful anniversary gifts for their 

significant other. 

The store interior is modern and minimal, which 

was influenced by our younger customers. 

However, it is also comfortable and welcoming; 

like stepping into someone’s home, you can 

happily stay for an extended visit and share a 

coffee or tea with us in our lounge area. This 

aspect greatly appeals to our customers who 

belong to older generations. 

Which features encourage sales? 

The minimal colour palette complements our 

products yet is subtle enough to truly let the 

jewellery and diamonds shine. 

The amount of space and lack of clutter allows 

the customer to really focus on the jewellery. 

The home-like feel also allows visitors to feel 

welcome and special. 

Meanwhile, the lounge area is a place where we 

can comfortably have in-depth conversations and 

gain our customers’ trust, which often progresses 

into a friendship. 

What is the store design’s ‘wow factor’? 

The striking light designs throughout the 

showroom capture many visitors’ attention. 

Their modern and minimal design represents 

The Diamond Shop conceptually, and they 

are the perfect cherry on the cake of our 

stunning space. 

Photography: Ross Honeysett 


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 

Diamond 

Courses 

Practical Diamond Grading 

Advanced 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

LEARN ABOUT 

Gems 

Synthetic Moissanite 

L to R: Raw synthetic moissanite material before being grown. Source: Alibaba | Cut and set moissanite Source: Diamond Boutique 

Synthetic moissanite is marketed by 

the jewellery industry as an affordable 

diamond alternative. Named after Nobel 

Prize winner and French chemist Henri 

Moissan, moissanite in its natural form 

is a rare mineral, silicon carbide. 

In 1893, while inspecting minerals from an 

Arizona meteor crash site, Moissan initially 

thought he was looking at fragments of 

diamonds. It wasn’t until 1904 that he 

correctly identified the samples as being 

silicon carbide. 

It was an understandable mistake, given 

the testing instruments of the time. 

Too rare in nature to meet the demand 

from various industries, moissanite was 

synthesised in the early 20th Century for 

applications similar to those of diamond: as 

an industrial abrasive and cutting material. 

With hardness of 9.25 on Mohs’ scale 

and the capacity to withstand extreme 

pressure – both essential properties for 

use in industry – synthetic moissanite was 

a cheaper resource than diamond and one 

that could be readily created in quantity. 

The properties that made moissanite 

of value in electronic circuitry and highpressure 

testing, eventually captured 

the interest of the jewellery industry. 

Hardness and durability, plus moissanite’s 

high dispersion – 0.104 compared to 

diamond’s 0.044 – when faceted, made the 

synthetic material an ideal alternative 

to natural diamond. 

Synthetic (laboratory-grown) moissanite 

was introduced to the jewellery world by 

American firm Charles & Colvard in 1998 

under several brands, namely Forever 

One, Forever Brilliant and Forever Classic. 

There are now other manufacturers and 

a range of trademarked names. 

Without access to specialised gemmological 

instruments, distinguishing synthetic 

moissanite from diamond requires a 

trained eye. 

Colourless laboratory-grown moissanite 

ranges from D to K on the GIA Diamond 

Colour Scale. 

Gems within I to J and below on the colour 

scale, although still technically ‘colourless’, 

may display a faint yellow, grey or greenish 

tinge. 

Laboratory-grown moissanite can display 

a rainbow-like ‘flash’ in natural light due 

to its high dispersion. 

Some laboratory-grown moissanite will 

have a whitish appearance compared 

with a diamond. 

With bright vitreous lustre and an eyeclean 

appearance, the task of separating 

laboratory-grown moissanite from 

diamond might be considered difficult. 

Moissanite 

Pronounced moy-sanite, 

from the name 

of French chemist 

Henri Moissan. 

Often marketed as 

affordable diamond 

alternative. 

Colour: Colourless 

but usually tinged 

with a greenish hue 

compared to diamonds 

Found in: US, Turkey, 

Russia – though 

usually synthesised 

Mohs Hardness: 9.25 

Class: Silicon carbide 

Lustre: Adamantine 

to metallic 

Formula: SiC 2 

However, with the aid of a 10X loupe, 

this is a relatively easy task. 

Laboratory-grown moissanite often shows 

fine whiteish needle–like inclusions. Look 

for these through the table. Laboratory 

grown moissanite will also show double 

refraction; this feature is an obvious 

indication you are not looking at a diamond, 

which is a singly refractive gem. 

To observe double refraction, using the 

loupe, look through the table towards the 

culet and you will see doubling of the facet 

junctions. Still looking through the table, 

focus on the girdle; doubling will be obvious. 

Unlike a diamond’s sharp facet edges, 

those of laboratory grown moissanite 

will be rounded and less sharp. 

For customers seeking an affordable 

diamond alternative, laboratory-grown 

moissanite is a good choice. 

It has more fire, is harder and is more 

durable than other alternatives, such 

as cubic zirconia and natural gems like 

colourless zircon or sapphire. 

Susan Hartwig FGAA combines her love 

for writing with a passion for gems and 

jewellery through her gemmology blog, 

ellysiagems.com. For more information 

on gemmology courses and gemstones, 

visit gem.org.au 


STRATEGY FEATURE 

Surviving Coronavirus 

COPING with CORONAVIRUS: 

BUSINESS SURVIVAL GUIDE 

As COVID-19 continues to spread across Australia, it is imperative for business owners to prepare for the months 

ahead. ARABELLA RODEN looks to retail experts around the world for strategies on trading in these unexpected 

 

In less than two months, the coronavirus 

pandemic has caused widespread 

upheaval across every sector of the 

Australian economy. 

At the time of publication, the number 

of cases stood at more than 4,700, with 

20 deaths. According to modelling by 

PricewaterhouseCoopers (PWC), the virus 

could reduce Australia’s Gross Domestic 

Product (GDP) by $34.2 billion over the 

next 12 months. 

The disruption to the retail sector, in 

particular, cannot be overstated, with 

PWC estimating household consumption 

could fall by $37.9 billion. 

Indeed, the Australian Retailers 

Association (ARA) noted that footfall 

had begun to decrease in February. 

By mid-March, major shopping precincts 

including Brisbane’s Queen Street Mall 

and Bourke Street Mall in Melbourne 

were all but empty. 

According to ShopperTrak, foot traffic in 

shopping centres fell 46 per cent in the 

third week of March when compared with 

the same period in 2019. 

Consumers appeared to have heeded 

the advice of state and federal 

governments to stay home unless 

shopping for necessities, such as 

groceries and medicine. 

Meanwhile, store owners struggled with 

new regulations on social distancing 

within their premises. The changes 

lead a number of major retailers to 

pre-emptively close their store networks 

indefinitely. 

Among them were department store 

Myer, fashion retailers Country Road 

and Cotton On, and jewellery retailers 

Michael Hill Australia and Lovisa. 

Notably, Solomon Lew’s Premier 

Investments – which owns brands 

Smiggle, Dotti, Just Jeans, and Peter 

QUICK 

NUMBERS 

6 

Months 

predicted 

of business 

hibernation 

$319b 

Government and 

Reserve Bank 

stimulus spending 

11-18 

Months predicted 

until the start 

of economic 

recovery 

Alexander, among others – closed 

more than 900 stores for four weeks, 

refusing to pay rent for the duration of 

the shutdown. Lew has also closed his 

family-owned retail chains NineWest, 

French Connection, and Seed. 

Indeed, rising occupancy costs have 

been a significant challenge for retailers, 

particularly following the sluggish 

trading figures of 2019. 

In order to support retailers, the National 

Cabinet has declared a six-month 

moritorium on rental evictions. 

The Prime Minister has also advised 

businesses, lenders and landlords to 

negotiate in order to reduce mortgage 

and lease payments until conditions 

return to normal. “We’re asking 

businesses to adapt to what is not 

a usual set of circumstances,” he said. 

“They must be sustainable because 

they will run for, we believe, at 


GET PRODUCTIVE 

Retail Action 

List 

least six months and we want to be able to get 

everybody through.” 

Banks are expected to defer mortgage repayments 

for home-owners, investment property landlords, and 

businesses, for six months. 

In addition, Parliament has passed a raft of measures 

to assist businesses and individuals who have been 

impacted by the crisis. At the time of publication, the 

total spending, combined with Reserve Bank measures, 

stood at $319 billion. 

Crucially, the Morrison Government included increases 

to Centrelink-based income support payments, as well 

as a $1,500 fortnightly payment, known as JobKeeper, 

for employers who retain workers throughout the sixmonth 

‘hibernation’ period. 

The measures are particularly pertinent to the retail 

industry, in which thousands of sales and support staff 

have been ‘stood down’ without pay or made redundant. 

In addition, other sectors such as travel have been 

forced to suspend services due to restrictions and safety 

concerns. As a result, once-secure companies such 

as Qantas have put in place large-scale redundancies, 

leaving thousands of full-time workers suddenly jobless. 

Westpac chief economist Bill Evans estimates the 

number of unemployed people in Australia will rise by 

814,000 within months, leading the unemployment rate 

to more than double, from 5.1 per cent to 11.1 per cent. 

Where do we go from here? 

According to experts, patience is the most critical factor 

in developing a survival strategy for the pandemic. 

“For all the drama of collapsing output, demand, and 

jobs in Australia and many economies around the 

globe, we should expect that output in most countries 

will begin to recover once new coronavirus infections 

peak and head down,” writes John Edwards, adjunct 

professor at the John Curtin Institue of Public Policy, 

Curtin University in a recent article published by the 

Lowy Institute. “It will not be soon, but it will happen,” 

he adds. 

For retail business owners, the priorities are health and 

safety, cashflow, financing and debt management, and 

communication. There are three key steps business 

owners should take: 

1. Remain up to date with the latest information 

and health advice from the Australian Government 

Department of Health, as well as state and territory 

authorities. 

2. Mitigate transmission of the virus by altering 

everyday business processes, following stringent 

hygiene practices, and limiting non-essential contact. 

3. Keep employees informed of changes to processes 

within the business and link them to relevant 

information, such as official health and safety advice, 

workplace entitlements, and travel restrictions. 

Take time to gather your 

thoughts. Turn panic into 

productivity 

Schedule your tasklist, 

negotiate leases, focus on 

minimising costs and update 

your web presence 

It’s time for that big store 

clean! Get your gloves on 

and get disinfecting 

Implement strict new 

hygiene policies for staff 

and customers 

Keep countertops, benches, 

mirrors, registers and all 

surfaces sterilised 

Disinfect floor stock and 

clean jewellery while 

completing a full stocktake 

CREATING A VIRUS-FREE ENVIRONMENT 

HYGIENE & STORE 

MAINTENANCE 

How is coronavirus spread? 

• Surfaces – the most frequent means of transmission: 

The virus is known to primarily spread via droplets from an 

infected person landing on surrounding surfaces. Other people 

catch COVID-19 by touching contaminated surfaces, then 

touching their eyes, nose or mouth, allowing the virus to enter 

their respiratory system. 

• Airborne – can be minimised with social distancing: 

When you sneeze or cough, you generate more droplets. 

Standing too close to a sneezing infected person means you 

could then directly breathe in the droplets they have coughed 

or sneezed into the air. 

• Virus lifespan: Recent published research found that the 

virus can survive for hours – and in some cases days – outside 

a host, depending on the type of surface it has landed on. 

Viable virus particles – those which are still able to cause 

disease – were detected for up to 72 hours on stainless steel 

and plastic surfaces, but no longer than 24 hours on cardboard, 

and four hours on copper. 

How do I stop my store from contamination? 

The virus is commonly transferred by hand-to-face touching, 

after contact with contaminated surfaces. Therefore, one of 

the most effective ways to minimise the spread is to prevent 

surface contamination. 

The rule is, ‘First clean, then disinfect.’ 

STEP 1: Cleaning refers to the removal of germs, dirt, and 

impurities from surfaces. It doesn’t kill germs but can 

reduce their numbers and prepare surface for disinfection. 

STEP 2: Disinfecting refers to using chemicals to kill germs 

on surfaces. This process does not necessarily clean dirty 

surfaces or remove the dead germs. 

Essential processes: 

Wipe down items delivered or brought into the store 

Clean all jewellery that has been shown to a customer 

Regularly wash your hands thoroughly with soap for 

20 seconds 

Frequently clean and disinfect high-touch surfaces such 

as doorknobs, light switches, handles and benches, 

counters, windows, transaction equipment, and phones 

Which cleaning products work best? 

Detergents first break down the layers of dirt and dust to allow 

disinfectants to work. Experts advise that both a detergent, 

such as soap, and disinfectant, such as bleach, are required. 

Ensure disinfection products are left on long enough to work. 

For simple cleaning, hot, soapy water is ideal. Always wear 

gloves throughout cleaning process 

Effective disinfectants include diluted bleach, those with an 

alcohol content above 71 per cent, and hydrogen peroxide 

Delicate surfaces, such as soft furnishings, should be 

wiped down with soapy water and then steam-cleaned 

If you have windows, try to flush clean air through 

your workspace 

April 2020 | | 19

STRATEGY FEATURE | Coronavirus Survival Guide 

TURNING PANIC INTO PRODUCTIVITY 

SHARPEN YOUR TOOLS: 

EDUCATION & IMPROVEMENT 

The six-month period of ‘hibernation’ presents an opportunity 

for store owners to reassess their business and improve their 

skills in a number of areas. 

Perhaps the most important skill within the current business 

climate is e-commerce and digital communication. Retail 

jewellers can contact their buying group or refer to the 

Australian Retailers Association (ARA) website. 

Improve Business Management Skills 

E-commerce: While e-commerce currently accounts for just 

10 per cent of Australian consumer spending, the figure has 

risen significantly year-on-year and will be the primary channel 

of purchase for most consumers over the next six months. 

Buying groups and all-in-one services such as Squarespace 

and Wix can provide efficient and low-cost education and set up 

of e-commerce stores, or integration with an existing site. 

Marketing: Marketing is not simply advertising or public 

relations; instead, it uses analytical methods to determine the 

best ways to maximise sales and ensure consumers desire, 

seek, find, and purchase products. Now is an excellent time 

for businesses to reassess and recalibrate their marketing 

strategy for the next six months – and beyond. 

Sales: Though businesses are likely to be in hibernation for 

the next six months, sales techniques can still be learnt and 

applied. Connecting with customers and closing sales through 

digital channels such as social media or through web chat 

requires a different skill-set than in-person sales. Software 

solutions like Podium can help you to manage communication 

with your customers, as well as business reviews on Google. 

Management: Managing staff remotely through services 

such as Zoom or Skype can be difficult. At the same time, a 

crisis is a critical period for leadership. Managers should use 

this time to research ways to boost morale and support their 

team, as well as lead by example in customer service. 

Improve Trade Skills 

CAD / CAM: Once touted as disruptive technology, CAD/CAM 

and 3D-printing have now become mainstream with some 

customers even bringing their own printed waxes to jewellers. 

Businesses need to stay ahead of their customers, so now is 

the time to brush up on those Rhino skills! 

Gemmological Classes: Always been great with 

jewellery design but wanted to fill your skill gap with 

gemstone knowledge? Online courses are available with the 

Gemmological Association of Australia (GAA) and Gemological 

Institute of America (GIA). 

Trade Media: Brush up on business know-how, industry 

news and jewellery trends by accessing your trade media 

website. Jewellermagazine.com has more than 7,350 articles 

compiled over 12 years, including valuable sales and business 

management advice. 

Read comprehensive business articles on these topics in 

the Tips On Selling, Logged On, and Management sections 

of jewellermagazine.com. 

FEDERAL 

GOVERNMENT 

Financial 

Support 

$20,000 – $100,000 

Cash payment 

from 28 April 2020 

Under the enhanced 

Boosting Cash Flow for 

Employers measure, 

eligible businesses will 

receive the payment as 

a credit from the ATO 

upon lodging upcoming 

activity statements 

(monthly or quarterly). 

A bonus payment equal 

to the first payment 

will be made to eligible 

businesses following the 

lodgment of June, July, 

August and September 

activity statements, 

provided they continue 

to operate. 

$10,000 – $50,000 

Cash payment 

from 28 April 2020 

Under the enhanced 

Boosting Cash Flow for 

Employers measure, 

eligible businesses that 

withold tax to the ATO 

on employee salaries 

and wages will receive 

a payment equal to 

100 per cent of the 

amount witheld, to a 

maximum of $50,000. 

Eligible employers that 

pay salary and wages 

will receive a minimum 

payment of $10,000, 

even if they are not 

required to withhold tax. 

$1,500 fortnightly 

JobKeeper payment 

April 2020 

Businesses that have 

seen a 30 per cent 

decline in turnover 

due to COVID-19 may 

be eligible for a $1,500 

fortnightly subsidy 

to retain employees 

(full-time, part-time, 

or casual). Employers 

must register for the 

JobKeeper scheme 

with the ATO. 

Under Australian law, business owners are required to 

ensure the health and safety of employees and others 

in the workplace ‘so far as is reasonably practicable’. 

According to Safe Work Australia, this means business 

owners must identify and eliminate, or minimise, hazards 

and risks (see breakout ‘Hygiene & Store Maintenance’). 

Financial support 

At the same time, retail business owners should seek 

financial assistance, as social distancing and hibernation 

measures are unlikely to be relaxed for at least six 

months. The Treasury has set up a dedicated page and 

support service for businesses, which can be found at 

treasury.gov.au/coronavirus/businesses. 

As part of its stimulus spending package, the federal 

government announced that owners of small and medium 

businesses – those with annual turnover under $50 million 

– with employees may be eligible for the Australian 

Government’s Boosting Cash Flow for Employers measure. 

It will provide a payment of $20,000–$100,000. Another 

payment will be made between July and October. 

Employers may also be eligible for a payment equal to 100 

per cent of their salary and wages withheld, up to $50,000. 

Further financial support measures, including an increase 

to the instant asset write-off and Commonwealthguaranteed 

loans, have been introduced. 

In addition, small businesses employing fewer than 20 

full-time employees can apply for a 50 per cent wage 

subsidy for current apprentices and trainees. Details 

are available from the Treasury’s dedicated page. 

Meanwhile, Treasurer Josh Frydenberg announced the 

JobKeeper wage subsidy system for full-time employees, 

telling Sky News, “[It’s] about what we will do to support 

employers and employees and this is all about ensuring 

that people can continue to remain in jobs.” 

He clarified that JobKeeper does not mimic the UK’s 

‘80 per cent wage guarantee’. 

Instead, a $1,500 fortnightly payment will be made to 

employers who opt into the scheme through the 

Australian Taxation Office (ATO). 

They will then pay the sum to employees, allowing them 

to retain those staff throughout hibernation. 

Earlier this month, Frydenberg said, “The economy 

is actually in a position of strength to respond [to the 

coronavirus pandemic]... We will get over this and when 

we’re over this we want to be stronger and we want to 

be more productive as a nation.” 

State governments have also taken action to support 

businesses. In Victoria, Premier Daniel Andrews 

announced a $1.7 billion assistance package. 

It includes payroll tax refunds, waivers and deferments, 

immediate payment of government invoices, and providing 

a ‘rent holiday’ for tenants of government-owned buildings. 

20 20 | | April 2020

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INVENTORY REVIEW 

7 STOCK MANAGEMENT TIPS 

When developing a strategy to sustain a retail jewellery 

business throughout the coronavirus pandemic, stock 

management is a critical component. 

1 

2 

3 

4 

5 

6 

7 

As a first step in these uncertain times, it is essential 

that customers are immediately contacted once 

repairs and custom makes are completed; these 

items can then be collected from the store or 

delivered to the customer’s home. 

Store owners can then contact suppliers to discuss 

flexible terms, deals or discounts that may be offered 

to assist them. 

Buying groups are also an essential source of 

information and practical support, including stock 

assessments and assistance in transitioning to an 

e-commerce business. 

A complete stocktake should be conducted with items 

prepared for listing online. 

Employees may be directed to take clear, high-quality 

photographs and write engaging descriptions with 

accurate keywords to help boost SEO. 

In addition, old stock including gold jewellery and 

excess findings may be sent for smelting to a 

trusted refiner. 

As part of the stocktake, retailers should identify 

bestsellers and analyse margins to create a list 

of items that should be kept in stock. 

Meanwhile, the Australian Retailers Association (ARA) 

advises that operators of multi-store, omnichannel 

businesses can “fulfil online orders from stores that 

are struggling to shift their stock, meeting increased 

demand online at the same time”. 

The ARA also advises stores to accept backorders 

online for out of stock items, offering customers a date 

for fulfilment. 

While retailers may be tempted to hold a sale, “Now is 

not the time to go deep into heavy discounting, unless it 

was old inventory that has had a long shelf life,” cautions 

Jackie LeBental, founder Barri Luxury Consulting. 

Customers may be focused on other priorities, such 

as stocking up for emergencies, making a sale less 

effective and eroding brand value in the long-term. 

“[Retailers] have a brand image they should be trying 

to preserve,” LeBental explains. 

There are many advantages to carrying stock as an 

e-commerce retailer. One is customer service – retailers 

can process orders as soon as they are placed, and give 

extremely accurate information on shipping times as well 

as negotiate shipping rates. Additionally, product returns 

and repairs are more efficient. 

Marketing is also simpler, as carrying stock allows 

retailers to run sales and promotional activity – for 

example, holding competitions – at any time. However, 

it is important not to overstock and some retailers may 

prefer a partial drop-shipping model to keep costs low. 

EXPERT ADVICE 

Retail Priorities 

Jackie LeBental 

Barri Luxury Consulting 

Founder 

“Now is not the time 

to go deep into heavy 

discounting, unless it was 

old inventory that has had 

a long shelf life. 

Retailers, just like 

jewellery designers, 

have a brand image 

they should be trying 

preserve.” 

Nathan Bush 

12High 

Founder 

“Rather than stress 

our teams or push them 

harder to meet slipping 

sales targets, we need 

to prioritise looking 

after them. They are 

our number-one 

priority.” 

John Kennedy 

Jewelers Security Alliance 

President 

“A lot of people don’t 

put all their things away 

every night, they feel 

it’s too much work, or 

sometimes they will leave 

low-priced items out. But 

you can’t leave things 

out in a showcase for a 

month. Lock them in a 

safe or vault. If you don’t 

put everything away, 

you become a magnet 

for crime.” 

Russell Zimmerman, executive director Australian 

Retailers Association (ARA), said, “The ARA welcomes 

the Victorian initiative, and I’d like to thank the Premier 

on behalf of retailers. 

“The COVID-19 outbreak will impose unprecedented 

and perhaps existential challenges on small and medium 

retail businesses; the measures the Premier has 

announced this morning bring major and welcome 

relief to our sector.” 

In putting together a financial strategy, retailers must also 

take into account that their business insurance policy is 

unlikely to assist them. 

That is because most insurers and re-insurers exclude 

business disruption arising from diseases notifiable under 

the Quarantine Act 1908 or the Biosecurity Act 2015 – of 

which COVID-19 is one – from policies. 

Additionally, if a retailer decides to temporarily close their 

store, they are required by the Duty of Disclosure section 

of the Insurance Contracts Act (1984) to notify the insurer. 

Unoccupied property can be at higher risk of vandalism, 

break-ins, or water damage, meaning insurance claims 

could be invalidated if the insurer is not kept informed of 

an unoccupancy period. Most insurers extend full coverage 

for several months of unoccupancy. 

For jewellery stores, the risk of break-in and theft during 

periods of closure is more elevated. 

It’s strongly suggested that jewellers look 

into installing remote surveillance systems 

where they can monitor live store security 

camera footage from home. 

If the business is closing for an extended period of time, 

store owners are also advised to secure product in a safe 

or vault, rather than a showcase. 

John Kennedy, president of the Jewelers Security 

Alliance in the US, says, “A lot of people don’t put all their 

things away every night, they feel it’s too much work, or 

sometimes they will leave low-priced items out. But you 

can’t leave things out in a showcase for a month. Lock 

them in a safe or vault. If you don’t put everything away, 

you become a magnet for crime.” 

One advantage of strict social distancing restrictions is 

that crime tends to be reduced, as police can more easily 

patrol areas and identify suspicious activity. 

Experts caution against bringing jewellery items home 

for safekeeping, as this can make jewellers a target for 

residential burglaries. 

If operating an e-commerce business from home, retailers 

are advised to perform an audit of all computers and 

improve their cybersecurity as necessary. A recent report 

published by cybersecurity firm Proofpoint also found a 

significant increase in phishing, malware, and spam email 

campaigns using coronavirus as a theme, for example 

emails with the subject line, ‘COVID-19 Infected Our Staff’. 



MARKETING STRATEGIES 

COMMUNICATING 

WITH CUSTOMERS 

Even a hibernating business needs to keep the channels of 

communication open with customers via text messaging, 

social media and email. 

Shane O’Neill, vice-president Fruchtman Marketing, says 

the current social distancing policies are an opportunity to 

build a “personal relationship” with customers. “It’s not 

about selling, it’s not about showing jewellery, it’s about 

community and unity,” he explains. 

Emili Vesilind, senior editor of JCK Online agrees that 

the ‘human touch’ is essential. “Your company is made 

up of people, including you, who are struggling with and 

acclimating to the current environment in the same ways 

so many of us are. Make them main characters in your 

communications,” she advises. 

While many people are delaying jewellery purchases until the 

future is more certain, O’Neill says businesses can continue 

to build “brand equity” by continuing to invest in marketing. 

“A lot of retailers are backing off their marketing and some 

are stopping their marketing completely, dead in the water, 

waiting for things to clear up. People who continue marketing 

and change their message are better positioned when this 

ends,” he says. 

However, Vesilind advises jewellers to think carefully about 

the tone of their social media posts, cautioning against a 

‘business as usual’ approach. 

“Eye-candy posts provide a much-needed escape – which we 

all need right now – and promote your [brands]. But resist 

pairing those product shots with easy-breezy captions,” she 

says, adding, “Copy that’s not warm, empathetic, and free of 

hyperbole and ‘sales speak’ feels painfully tone-deaf now.” 

O’Neill agrees that retailers should not focus on sales in their 

posts, and should invest more money into paid social media 

advertising to ensure their posts are widely seen. 

“How can you engage with the community around you, with 

paid posts, that aren’t sales-y? That’s not an easy thing to do, 

but you can be creative,” he says. 

Looking further ahead, retailers should consider how 

consumer behaviour will change over the next six months 

and when customers will be ready to shop again. 

Michael Tutek, CEO of online sales platform Preezie and 

Inside Retail contributor, advises retailers to think about their 

customers “on a deeper level than ever before”. 

“How do they shop? Why do they buy your product? How 

does your product integrate with their lives?” he asks. 

“How can you improve and tailor your user experience 

to suit the current market?” 

Vesilind also sees an opportunity to emphasise charitable 

partnerships and donations that are relevant to the crisis, 

which incentivises customers to shop with you. 

CUSTOMER SERVICE 

8 Tips to Keep 

Shoppers Safe 

1. Switch to an 

appointment-only 

or e-commerce 

model. Permitting 

insurance, staff could 

be reassigned to a 

fulfilment role rather 

than in-person sales. 

2. Implement cashless 

payment and switch to 

‘tap-and-go’ cards only. 

3. Taking appointments? 

Confirm that customers 

are not experiencing 

flu-like symptoms. 

During the appointment, 

maintain proper 

hygiene and distancing 

protocols. 

4. Communicate your 

cleaning practices 

with customers in 

person and through 

your enewsletter and 

catalogues. 

5. Limit physical 

contact from staff and 

ensure hand sanitiser is 

available if customers 

wish to try on products, 

and immediately 

disinfect afterwards. 

6. Advise staff to 

maintain at least 1.5m 

distance between 

customers. 

7. Your existing security 

practices like buzzing 

in customers one or 

two at a time can limit 

the spread of the illness 

from one customer 

to another. 

8. Keep your customers 

notified of delays on 

their special orders, 

and changes to store 

opening hours. Use 

social media, text 

messaging, phone 

calls and email to 

keep communication 

channels open, and 

direct customers to 

your online store. 

It’s also strongly suggested that jewellers look into 

installing remote surveillance systems where they can 

monitor live store security camera footage from home. 

Managing staff 

The NSW and Victorian governments directed nonessential 

businesses, including most retailers, to 

close from Tuesday 24 March. 

However, at the time of publication, retail stores 

including those within shopping centres were allowed 

to remain open if they were able to provide space of 

4 square-metres per person. 

Business owners should communicate clearly and 

frequently with employees, keeping them up to date 

with any developments or changes to operating hours 

and procedures, and supply them with the appropriate 

protection equipment. 

“Rather than stress our teams or push them harder to 

meet slipping sales targets, we need to prioritise looking 

after them. They are our number-one priority,” advises 

retail consultant Nathan Bush. 

There is no specific legal guidance on when an employer 

should direct an employee to stay away from their place of 

work, and retail sales staff are not able to work from home. 

However, staggered shifts can be implemented to prevent 

close contact between staff members. 

Employees have a duty to take care of their own health 

and safety and not to endanger others. 

If any employees become unwell, they should notify 

management immediately, contact their health provider 

and not attend work. The symptoms indicating possible 

COVID-19 infection are fever, coughing, sore throat, fatigue, 

and shortness of breath. 

Full and part-time employees who cannot come to work 

due to a coronavirus diagnosis can take paid sick leave; 

casual employees are not entitled to paid sick leave or annual 

leave, but can claim the Centrelink Sickness Allowance with 

no waiting period under new government rules. 

Full and part-time employees caring for a family member 

with COVID–19 or another unexpected emergency, are 

entitled to paid carer’s leave. Casual employees are 

entitled to 2 days of unpaid carer’s leave per occasion. 

Managers can request evidence of illness, such as a 

medical certificate or statutory declaration. 

Employers cannot compel employees to take sick leave 

or carer’s leave, but they can direct sick employees to 

receive medical clearance before returning to work. The 

Fair Work Act protects employees from being dismissed 

due to a temporary absence for illness. 

Some employees may be at higher risk of contracting 

the virus, including those who are immunocompromised or 

with underlying health conditions. These employees should 

seek advice from their healthcare provider over the specific 

precautions necessary. 


Coronavirus Survival Guide | STRATEGY FEATURE 

If a store is likely to close, employees should be notified 

promptly. 

Staff may be eligible for additional entitlements under 

an enterprise agreement, award, contract of employment, 

or workplace policy. 

Instead of meetings or buying trips, businesses can 

switch to digital channels of communication – for example, 

teleconferencing and videoconferencing. 

At the time of publication, the West Australian, South 

Australian, Northern Territory, Tasmanian and Queensland 

governments had introduced strict border controls for 

interstate travellers, including mandatory self-isolation for 14 

days. International travel has been banned by the Australian 

government; anyone arriving in Australia from overseas 

is required to quarantine themselves at home for 14 days. 

For more specific information regarding workplace 

entitlements and obligations, call Fair Work Australia on 

13 13 94 and select the coronavirus hotline prompt, or 

visit the Fair Work website. 

Trading through a pandemic 

A pandemic is a crisis for which few businesses are 

prepared – after all, insurance estimations put the risk 

of pandemic at less than 1 per cent annually. As a result, 

many business owners are unequipped for the economic 

changes that take place during a global outbreak of illness 

However, the challenges retailers will face as the virus 

continues to spread are not unprecedented; there are 

strategies that retailers can employ to mitigate damage. 

“The trouble for jewellery retailers in a time of 

crisis, like the COVID-19 pandemic, is that sales 

of jewellery are motivated by celebration and 

love; they don’t sell on negative sentiment but 

positive sentiment”– Peter Ryan, Red Communication 

The Australian Retailers Association (ARA), has advised 

members, “The coronavirus, like any other virus, has a 

lifecycle. This is not a permanent state of affairs. It’s a 

serious, but temporary crisis. 

“Proactive retailers will need flexible systems that are easy 

to change and can automate optimal order routing. Success 

will depend on the agility and scalability of your systems.” 

For jewellery retailers, the solution starts with marketing. 

“The trouble for jewellery retailers in a time of crisis, 

like the COVID-19 pandemic, is that sales of jewellery 

are motivated by celebration and love; they don’t sell on 

negative sentiment but positive sentiment,” explains 

Peter Ryan, director Red Communication. 

“To sell anything at all at this time, retailers can’t think 

functionally. They have to think about emotional motivation 

and the only emotion I can think of at times like this is to 

make sure the ones you love know it. Keep them close and 

never be afraid to show them your love. 

“Jewellery is a great way to do that and throughout history, 

in times of crisis, that has been the case.” 

HOW TO RESPOND 

Feeling Sick? 

If you feel sick, stay at 

home and seek medical 

care as soon as you can. 

Call your GP to organise 

testing for COVID-19 and 

ask your doctor further 

instructions. 

Practice self-isolation and 

keep your distance. If you are 

tested positive for COVID-19, 

notify those you’ve recently 

come into contact with. 

When coughing or sneezing, 

cover your nose and mouth 

with tissue or elbow. 

Wash hands thoroughly 

for 20 seconds. Clean and 

disinfect contact surfaces. 

If you must leave your home 

for medical assistance, wear 

a mask so your coughs and 

sneezes are less likely to 

contaminate others. 

Sales 

TRACK YOUR PRODUCTIVITY 

BUSINESS SURVIVAL 

CHECKLIST 

Call customers to collect completed repairs and makes 

Contact customers to have valuations updated. 

Refresh your product photos and try selling on Etsy, eBay, 

and Facebook. 

Offer free shipping or promote a delivery service for 

repairs and custom design. 

Increase repair business through text messaging – ask 

customers to text you pictures of jobs that need to be 

done or prongs that need to be retipped. 

Refer to your customer database to identify upcoming 

celebrations such as birthdays and anniversaries and 

contact customers who will be planning to buy gifts. 

Inventory 

If continuing to trade, revamp your visual merchandising 

Perform a full stocktake, identifying bestsellers and 

bread-and-butter products. 

Create a list of required stock and make a budget. 

Research brands you would like to carry and review 

diamond prices – this will refocus you towards your 

business’ future. 

Review the gold price and identify old jewellery or 

excess stock for refining. 

Clean, polish and remount remaining old stock. 

Operations & Housekeeping 

Thoroughly sanitise store in accordance with COVID-19 

prevention procedures and implement inhouse hygiene 

and sanitation policies with staff. 

Assess staffing needs and government support, then utilise 

stand downs, paid leave, or redundancies as necessary. 

Seek a rent reduction from your landlord and negotiate 

with banks, referring to government guidelines. 

Review store security – if closing, enact procedures to 

deter thieves such as setting lights to turn on intermittently. 

Marketing & Web Presence 

Website: Update all relevant information on your website, 

check for dead links and ensure you are equipped for 

e-commerce and online customer service. 

Photography: Standardise product images and take new 

ones to ensure your online showroom looks enticing. 

SEO: Update product descriptions and enter as much detail 

as you can for each item to optimise it for Google searches. 

Content: Research topics you want to communicate with 

your customers and potential new shoppers, and build a 

content strategy focused on your strongest areas. 

Social Media: Update your accounts and take advantage of 

each platform to enhance your digital presence at no cost. 

Marketing: Formulate a monthly marketing budget based 

on your trading goals in the new coronavirus environment. 

Even if it’s modest, ensure you are still reaching your regular 

shoppers and new potential customers. 



Illustrating this phenomenon is the 

trend for engagements to increase 

during recessions and in wartime. 

While jewellery retailers may wish to focus 

their marketing efforts on this theme of 

love and family, even more important is 

keeping the channels of communication 

with customers open in any way possible. 

Some may be tempted to cut 

advertising and communication 

costs, yet retail experts advise 

that a more useful strategy is 

remaining ‘front of mind’. 

Some may be tempted to cut advertising 

and communication costs, yet retail 

experts advise that a more useful strategy 

is remaining ‘front of mind’. 

Ellen Fruchtman, director of Fruchtman 

Marketing, advises retailers to “think 

ahead”, telling US jewellery industry 

publication The Centurion, “I can tell 

you from experience that the retailers 

that remained front and centre in [the 

US recession of] 2008 got stronger. 

“Sales volumes increased, without a 

doubt… I’m not saying that because 

I’m in advertising, I’m saying it because 

we’ve seen it.” 

While she acknowledged that recent 

weakness in the stock market – the 

ASX200 recently fell to its lowest level 

since 2013, while the Australian Dollar 

dipped below $US0.60 – has left many 

consumers “not in the mood to buy 

jewellery”, the effects are likely to 

be temporary. 

“The bigger picture is that we don’t know 

when the stock market will rebound,” 

Fruchtman explains. “It always does, 

but the question is when, which no-one 

knows. Will that have an impact on the 

psyche of the consumer? That’s what all 

retailers need to be thinking about now.” 

In the meantime, others advise retailers 

to embrace the e-commerce side of 

their business, both in terms of digital 

marketing and online shopping. 

“You must have a strong online presence 

during this period,” says Jeff Gordon, 

director of The Gordon Company, 

a jewellery sales, strategy and 

promotion business based in Florida. 

“Let customers know you have options 

[beyond] in-store shopping.” 

Jewellery retail and training expert Jimmy 

De Groot advises retailers to “stay in the 

game”: “Stay in contact, keep the faith, 

and always be doing something to stay in 

touch with customers.” 

He cites texting, phone calls, social media 

videos, FaceTime, and video-conferencing 

with a printed 3D design as some of 

the ways retail jewellers can interact 

with customers who aren’t able to visit 

the store. 

Indeed, with many consumers working 

from home or limiting their outdoor 

activities, researchers are predicting a 

boost to the consumption of digital media. 

MARKETING 

FOR LEAD 

GENERATION 

Organic posts 

on Facebook 

and Instagram 

are ideal for 

communicating 

with existing 

customers 

Social media 

advertising – 

paid and 

promoted posts 

– reaches a 

wider audience 

of potential new 

customers 

YouTube 

advertising can 

be very costeffective 

and 

is both targeted 

and far-reaching 

Email marketing 

and newsletters 

keep a brand 

front of mind 

for regular 

customers 

SMS and 

WhatsApp 

messages have 

a far higher 

open rate than 

emails and feel 

more personal 

In its recent report The Biggest Business 

Impacts of the Coronavirus, international 

digital marketing research firm eMarketer 

predicted “digital media consumption to 

increase across social media, over-the-top 

video and online gaming – similar to what 

we’ve already seen in China. 

“Social networks could be a major beneficiary, 

as people turn to these platforms to connect 

with friends and family who may be at a 

distance or to access news content.” 

It also stated that video streaming apps 

like YouTube would likely see an increase 

in usage. These trends present an 

opportunity for retailers to advertise 

at low cost on these platforms. 

“Stay in the game, stay in contact, 

keep the faith, and always be 

doing something to stay in touch 

with customers” 

– Jimmy De Groot, jewelrystoretraining.com 

The eMarketer report also noted that 

“changes in online shopping habits may 

be particularly prevalent among older 

customers – the group most susceptible to 

the coronavirus and most likely to avoid stores 

because of it, but least likely to shop online.” 

This shift could not only provide shortterm 

sales, but permanently shift their 

purchasing pattern to online shopping. 

Meanwhile, the ARA has advised members 

to invest in delivery services: “The retailers 

that have an advantage will be those who 

are set up to dispatch from local stores and 

E XPERIENCED 

PERSPECTIVE 

Dealing 

With Crisis 

JIMMY DE GROOT 

The morning of 9/11 [Sep 11, 

2001], my team and I were 

about to step on a plane to 

go to a Hearts On Fire event 

in Las Vegas. We were soon 

told there would be no flights to 

Vegas – or any flights at all. 

In the ensuing weeks we had 

meetings and discussions 

about what we should do 

about our Christmas plans, 

our promotions, our inventory 

coming in, our flyers, and 

our business in general. 

We decided to stay all in – 

in fact, increase our efforts. 

The result was the best 

holiday season to date. 

We didn’t know what was 

going to happen in our 

country or the world, but we 

chose not to let fear govern 

our lives and our business. 

I completely understand your 

trepidation and the trepidation 

in many people’s minds about 

the future, but I do know one 

thing for sure. 

If we start letting fear rule our 

lives and our businesses, and 

if we start pulling back on 

all of our efforts, from 

marketing to planning to 

customer service, and just 

the day-to-wonderful things 

that happen in our stores, then 

our actions will become selffulfilling 

prophecies. 

When we went through one of 

the most uncertain periods in 

our country’s history, we knew 

we owed it to our customers 

to continue doing what we do 

best, and that’s being a crucial 

part of our customers’ most 

important moments. 


Coronavirus Survival Guide | STRATEGY FEATURE 

are not as reliant on those who operate from 

a central warehouse.” 

Retail consultant Nathan Bush adds, “Physical 

footfall will drop and visits to public spaces 

will be more purposeful. With consumers in 

a task-oriented mindset, think about how you 

make those tasks easy to achieve. 

“Home delivery options are essential. Click 

and collect, reserve in store and accurate 

views of store inventory give customers 

certainty. Subscriptions can guarantee 

access to product.” 

Long-term thinking 

While putting resources towards e-commerce 

and marketing can help retailers survive 

the temporary financial shock of the virus, 

Ryan warns that the changes in consumer 

behaviour may last for many months. 

“By all means, move to online – but functional 

options will not overpower the fear and panic 

that is enveloping people right now,” he says. 

Restrictions on travel, social distancing, 

school closures, and reduced trading 

hours, as well as employee absences 

and shipping delays are just some of 

the factors that combine to hamper 

service-based businesses. 

However, in addition to federal and state 

government support, all four major banks 

have announced relief packages for 

businesses in financial stress due to the 

COVID-19 pandemic. 

These initiatives range from waiving fees 

on merchant terminals to deferring 

TAKE A 

LOOK IN THE 

MIRROR 

Examine your 

brand message 

if necessary 

Review your 

competitors 

and learn from 

their successes 

Assess and 

marketing 

strategy 

Audit your 

website 

and assess 

analytics 

Undertake 

online courses 

in sales and 

business 

repayments on vehicle and equipment 

finance loans, providing restructuring and 

extension options, and providing business 

counselling services. 

“Use this time to reinvent 

how you do what you do, bring 

consumers new alternatives, 

new value, and in the process 

even reinvent your own brand” 

– Doug Stephens, retail futurist 

Guil Lima, chief executive business 

division, Westpac, said, “This is an 

extremely difficult period for some 

Australian businesses. We want our 

customers in any affected sectors to 

know there’s a range of ways we are 

ready to support them.” 

From a long-term perspective, Canadian 

retail futurist Doug Stephens believes there 

may be a ‘consumption spike’ once the 

pandemic is brought under control. 

He likened this ‘brush with mortality’ 

effect to the one that occurred after the 

September 11, 2001 terrorist attacks. 

In an interview with Business of Fashion, 

he advised businesses to adopt a futurefocused 

perspective: “Use this time to 

reinvent how you do what you do, bring 

consumers new alternatives, new value, 

and in the process even reinvent your own 

brand. Don’t let innovation stop, because 

this could be the window of opportunity.” 

Meanwhile, retail and consumer product 

consultant Robin Lewis and global 

fashion supply chain expert Margaret 

Bishop believe the aftermath of the 

coronavirus could “level the playing 

field” when it comes to discounting. 

Writing on the Robin Report blog, they note, 

“Supply disruptions that reduce inventory 

offer the legitimate excuse brands and 

retailers need to reverse the overproduction 

and deep discounting they have come to 

depend on and now regret.” 

They advise retailers to “make less, sell 

at full price, meet profit goals on lower 

volume and higher margin – and reduce 

pervasive waste”. 

Most importantly experts say businesses 

and individuals should avoid panic. 

Professor Ilan Noy, chair in the 

Economics of Disasters at Victoria 

University in New Zealand, told the ABC 

that the economic impacts are “largely 

because of the changes in behaviour 

and not directly because people are sick”. 

“There is no necessary panic. There are 

necessary changes in behaviour, but 

panic is unadvisable in any case,” he 

said, adding that governments and 

media should work to keep people calm. 

Ultimately, the full impact of COVID-19 

cannot be predicted with total certainty; 

but the lessons of the past and the 

experience of the present can help 

prepare business owners as much 

as possible for what lies ahead. 

HELP & HOTLINES 

Australian Government Department 

of Health COVID-19 Hotline 

24/7 Hotline 1800 020 080 

Healthdirect Hotline with a registered nurse 

24/7 Hotline 1800 022 222 | healthdirect.gov.au 

Head to Health mental health support 

Call 1300 368 041 | Text 0477 131 114 

headtohealth.gov.au/covid-19-support/covid-19 

Australian Treasury 

1800 020 008 | treasury.gov.au/coronavirus 

Safe Work Australia 

safeworkaustralia.gov.au 

Australian Government Business Services 

13 28 46 | business.gov.au 

Australian Retailers Association (ARA) 

1300 368 041 | retail.org.au 

Business NSW 

02 9228 4567 | business.nsw.gov.au 

Business Victoria 

13 22 15 | business.vic.gov.au 

Business Queensland 

13 74 68 | business.qld.gov.au 

ADDITIONAL RESOURCES 

Australian COVID-19 Case Numbers & Alerts 

www.health.gov.au/news/health-alerts/novelcoronavirus-2019-ncov-health-alert 

Johns Hopkins University COVID-19 Tracker 

coronavirus.jhu.edu/map.html 

World Health Organisation (WHO) 

www.who.int/emergencies/diseases/novelcoronavirus-2019 


INTERNATIONAL 

Trade Show Report 

WRITING THE FUTURE: INDIAN INGENUITY 

Jaipur, Rajasthan, India - Amber fort in Jaipur 

The recent IIJS Signature show in Mumbai proceeded ahead of the coronavirus – however, the outbreak has now 

impacted India’s newest trade event, set to take place in the Pink City of Jaipur, writes COLEBY NICHOLSON. 

The recent India International Jewellery 

Show Signature (IIJS) trade show and 

India Gem & Jewellery Machinery Expo 

in Mumbai fell directly in the middle of 

two worldwide issues: the US-China trade 

war and the outbreak of the coronavirus, 

known as COVID-19. 

Unlike other jewellery trade shows which 

had already been postponed, such as 

Hong Kong’s International Jewellery Show, 

Signature – the smaller of Mumbai’s two 

annual jewellery events went ahead in late 

February, mainly because its focus is largely 

on the local market. 

Its bigger ’brother’, IIJS Premiere, has 

a much larger international visitation 

and takes place in August. At the time of 

publication, it was still scheduled to proceed 

as planned. 

However, India’s Gem & Jewellery Export 

Promotion Council (GJEPC) – the organiser 

of both IIJS events – has been forced to 

postpone another important trade gathering: 

the new International Gem & Jewellery Show 

in Jaipur, which was slated for 1–3 April. 

When the GJEPC decided to proceed with 

Signature, COVID-19 was largely seen as a 

‘China issue’. However, the impacts of the 

outbreak were already beginning to be felt in 

India; local diamond suppliers experienced 

problems dealing with mainland Chinese 

manufacturers as well as Hong Kong 

companies, both of which had effectively 

closed their offices. 

As a result, the diamond trade with China 

had effectively stalled well before the 

enormous impact of the virus outside of 

China became apparent. 

The outbreak affected Indian sales as 

well as producing numerous administrative 

issues – staff were simply not present 

in Chinese offices to pay invoices for 

earlier deliveries. 

While Chinese business began to falter, 

some Indian jewllery manufacturers saw 

an increase in exports to the US as a result 

of the US-China trade war. 

“We have great exports to America. Even 

Chinese people are coming to India to set 

up factories to export to the US, because of 

the 6 per cent difference in duty due to the 

trade wars. So, Americans have very keen on 

buying from India,” Abihishek Sand, 

director Savio Jewellery, told Jeweller at 

the Signature show. 

QUICK 

NUMBERS 

15k 

Visitors 

attended, 

from 325 cities 

700 

Exhibitors 

were present 

at the show 

4k 

Jewellery 

businesses will 

be based at new 

Jaipur Bourse 

Savio Jewellery is a based in Jaipur and 

Sand believes there are a number of 

reasons for US buyers’ greater focus on 

Indian suppliers: saving on import duty, 

less disruptions due to coronavirus when 

compared with China, and improvements 

in manufacturing quality. 

“The earlier manufacturing quality and 

craftsmanship in India was said to be weak 

but now Indian machinery is fantastic. 

You can’t find a difference between Indian 

jewellery and Hong Kong-made jewellery. 

These machines have been imported and 

we are now focusing on quality finishing,” 

Sand said. 

He added: “Every Indian manufacturer is 

using CAD and less so hand-made. The 

accuracy level was missing [with handmade] 

and everyone wants quality finishing. 

Buyers are not concerned about the price – 

they are more concerned about the finished 

craftsmanship, so in order to export they 

are now focusing more on quality with CAD, 

better machinery and technology.” 

More than 15,000 visitors from 325 cities 

attended the four-day event to see what 

the 700 exhibitors had on display across 

the 45,000 square-metre event space. 


Addressing the inaugural session, GJEPC 

chairman Pramod Kumar Agrawal said, 

“IIJS Signature is now seen as an integral 

part of Indian jewellers’ business cycle. 

“Participants at each stage of the supply 

chain – from raw material suppliers to 

manufacturers, designers, wholesalers and 

retailers – are growing and consolidating 

their business.” 

GJEPC is an organisation established in 

1966 by the Indian Ministry of Commerce 

and Industry with the aim to promote the 

gem and jewellery industry and its products. 

It regularly lobbies the government for 

improvements in trade and exports 

represents almost 7,000 exporters. 

“We have been pursuing our government 

constantly with a few concerns which 

require immediate attention, like reduction 

in import duty from 12.5 per cent to 4 per 

cent on precious metals such as gold, 

silver and platinum; reduction of import 

duty on cut and polished diamonds and 

gemstones from 7.5 per cent to 2.5 per 

cent; and the amendment in taxation 

laws enabling sale of rough diamonds 

in Mumbai,” Agrawal said. 

He believes these issues are critical 

in creating a “level playing field” for 

Indian businesses in the international 

jewellery trade. 

Evolving India’s trade shows 

Agrawal announced the April Jaipur gem 

show at IIJS Signature, however the GJPEC 

recently advised the industry it will now take 

place in July due to coronavirus concerns. 

Elaborating on the reasons for the change, 

the GJEPC said, “There are serious 

concerns globally pertaining to the outbreak 

of respiratory illness caused by coronavirus 

adversely affecting everyone’s travel plans.” 

It added that “considering the concerns and 

sensitivities of the countries impacted, the 

health and safety of exhibitors and visitors, 

after much deliberation with buyers and 

other stake holders” there was “no option 

but to reschedule the IGJS show to the new 

dates of 18–20 July 2020”. 

In a message sent to all participants, GJEPC 

noted that the exclusive export-oriented 

show was targeted towards international 

visitors and it had received a “fabulous 

response from both exhibitors as well as 

buyers” with 600 buyer companies from 

56 countries having pre-registered. 

Jaipur is the historic ‘Pink City’ and 

capital of Rajasthan. 

While Thailand and Sri Lanka are known 

for ruby and sapphire cutting, treatment, 

and trading – and Surat, India, is the centre 

for diamond cutting and diamond jewellery 

manufacturing – Jaipur has a reputation as 

a centre for cutting, trading, and creating 

jewellery with a wide variety of coloured 

gemstones, particularly emeralds. 

Its gemstone cutting and manufacturing 

businesses employ thousands of artisans 

with modern production facilities and 

techniques. 

The importance of this market is best 

illustrated by the announcement late last 

year of the plan to establish a Gem Bourse 

in Jaipur. Said to be the first of its kind in 

the world, and set up exclusively for 

gemstones, it will house all trading activities 

in one secure environment, catering to the 

needs of local and international buyers. 

The Bourse is envisioned to include 2,000 

offices of gemstone manufacturers and 

traders, brokers’ chambers, a trading hall, 

customs clearance centre, exhibition hall 

and display shops. 

Other industry services such as banks, 

insurance company offices, clearing 

and forwarding agent offices, testing 

laboratories and an export facilitation 

centre are expected to locate within the 

Bourse area. 

While the postponement of the Jaipur show 

could be viewed as a blow, it may work to 

the GJPEC’s advantage, allowing more time 

to promote it to international exhibitors. 

In addition, the success of the recent 

Signature show has added momentum 

to the Indian industry. 

After the event Agrawal, said, “Despite 

business and environment headwinds, 

India’s gem and jewellery exhibitors 

participated wholeheartedly with energy 

and enthusiasm. 

“We witnessed an influx of international 

buyers who are looking for alternatives 

considering the emerging international 

trade equations and China’s current 

situation [relating to COVID-19].” 

The gem-and-jewellery industry is a vital 

sector of India’s economy, accounting for 

7 per cent of gross domestic product. 

Exports of gems and jewellery exceed 

2019 Guinness 

Record Breaker 

‘Lotus Temple in Delhi’ 

7,777 set diamonds 

Lakshikaa Jewels 

2015 Guinness 

Record Breaker 

‘Peacock Ring’ 

3,827 set diamonds 

Savio Jewellery 

IIJS Signature 

is now seen 

as an integral 

part of Indian 

jewellers’ 

business cycle. 

Participants 

at each stage 

of the supply 

chain are 

growing and 

consolidating 

their business 

Pramod Agrawal 

GJEPC 

$US40 billion a year, with an official target 

to achieve a lofty $US75 billion by 2025. 

The Signature show also hosted a number 

of concurrent events and seminars 

including the Business Knowledge Forum 

in association with EconomicTimes.com. 

Speakers covered the importance of 

modern-day information technology 

and tools such as robotics, artificial 

intelligence and digital marketing. 

The Craft Pavilion promoted three 

traditional Indian jewellery crafts: 

temple, bidri and filigree. 

The aim is to preserve the knowledge 

of these crafts, as the skills are largely 

passed down through the generations 

by word of mouth or through practice. 

Meanwhile, the Jewellery Start-Up Zone 

allowed exhibitors to interact with B2B 

buyers from across India. 

A brighter future 

The GJEPC is an extremely active 

organisation and while its latest initiatives 

– the new Jaipur Show and Gem Bourse – 

are a demonstration of India’s recognition 

of the importance of the gem and jewellery 

industry, it has another large project 

underway. 

Last year it announced a new India Jewellery 

Park, a 21-acre integrated industrial park 

in Mumbai comprising manufacturing 

units, commercial areas, and residences for 

industrial workers and commercial support 

services. It will be substantially different to 

the Bharat Diamond Bourse (BDB) or any 

other export processing zones. 

It is expected that, when complete, more 

than 4,000 jewellery businesses and 

services companies will be located there. 

The Indian jewellery sector is an engine for 

employment and continues to develop both 

in terms of technology and ambition. Despite 

the challenges that 2020 has brought to 

the international trade, the Signature show 

– and the GJEPC’s upcoming initiatives – 

reveal the true potential waiting to be tapped 

in the coming years. 

Coleby Nicholson attended IIJS Signature 

courtesy of GJEPC. Upcoming events 

include International Gem & Jewellery 

Show in Jaipur from 18–20 July and IIJS 

Premiere from 6–10 August 2020. 


FEATURE 

Watch Industry Report 

WATCH 

& 

LEARN: 

TRENDS 

IN TIME 

 

upheaval. ARABELLA RODEN explores how 

brands have adapted to the changes.

The world of watches is almost 

unrecognisable from what it was ten, 

or even five years ago. From design to 

functionality and marketing, the category has 

evolved significantly due to a combination of 

technological change, industry politics, economic 

uncertainty and shifts in communication. 

The decline of Baselworld – once the world’s premier 

watch and jewellery fair – became clear between 2017 and 

2018, when the exhibitor number nearly halved from 1,300 

to around 650. 

Shortly after the 2018 show, Swatch Group pulled out of 

exhibiting its 18 brands at future editions of Baselworld, 

followed by Raymond Weil, Corum and Maurice Lacroix. 

This year’s event has been cancelled in the wake of the 

coronavirus pandemic, which some industry commentators 

welcomed as a reprieve from what would have been a notably 

anaemic show, even when compared with previous years. 

Indeed, it has been heralded by some as a chance to 

reinvigorate and renew the show – and the watch industry. 

Perhaps the most notable trend within watches over the 

past five years is polarisation – the movement of consumer 

spending to the extremes of the category. 

Luxury watches have maintained consistent 

revenue – the Federation of Swiss Watch 

Industry (FH) reported that exports were valued 

at CHF21.7 billion ($AU37 billion) in 2019, topping 

a record set in 2015 – albeit based on smaller 

sales volumes. 

This trend indicates consumers are embracing 

more expensive models, as well as turning to 

the secondary watch market for choice. 

Meanwhile, mid-range watch brands – generally 

defined as those between $600 and $2,000 

– have seen their market share reduced by competition from 

smartwatches, while fashion watches have been influenced 

by changing consumer habits and online competitors. 

However, brands have adapted to counter these threats. 

Ultimately, the challenge for retailers is to navigate the 

shifting sands of the watch industry hourglass, taking note of 

competitor trends while ensuring the product mix is relevant 

to consumers and marketed through the correct channels. 

Time to split: the exhibitor exodus 

The past five years have not only brought functional and 

material changes to the watch category, but fundamental 

differences in the way brands communicate with both retailers 

and consumers. 

The interconnectedness and immediacy of global 

communication has changed how watches, from luxury 

Swiss timepieces to affordable fashion watches, are marketed 

and distributed. 

For decades, debuting new models amid the hustle and bustle 

of Baselworld’s Hall 1 was aspirational; a statement of luxury 

and success, lending prestige to a brand and its products. 

It was also practical, ensuring marketing budgets could be 

focused on one major event, nearly all international retailers 

could be briefed on new products at the same time, and media 

representatives could report on a wide number of different 

brands without extensive travel. 

INDUSTRY STATS 

Annual Growth 

2020–2025 

Traditional Watch 

Increase 

9.92 per cent 

Smartwatch 

Increase 

14.5 per cent 

Hybrid Watch 

Increase 

14.5 per cent 

Data: Mordor Intelligence 

Images (from top): Rolex, 

Apple, Garmin 

But as the cost of exhibiting increased and global 

communications were simplified to more directly target 

consumers, Baselworld’s relevance receded. 

Suddenly, the crowds, noise and expense seemed less 

appealing, particularly when brands could host luxury retreatstyle 

product showcases for their retailers and distributors. 

Some of these events even took place in Switzerland around 

the same time as Baselworld, including Swatch Group’s 

Zürich-based Time To Move conference and Movado Group’s 

Movado Summit in Davos. 

At a time of unprecedented prosperity – 10 years after the 

Global Financial Crisis – the world’s most prestigious watch 

exhibition began to falter. Brands were no longer willing to 

pay Baselworld’s considerable exhibitor fees, reflecting the 

diminishing returns of the exhibition model itself. 

It was not helped by the intransigent attitude of show 

organiser MCH Group. Michel Loris-Melikoff, managing 

director Baselworld, told Jeweller last year, “MCH organised 

Baselworld and if you wanted to be part of the show, you had 

to accept everything – take it or leave it.” 

Yet the problems were not solely attributable to MCH. 

The Geneva-based Salon International de la Haute Horlogerie 

(SIHH) was not immune, losing Audemars Piguet and Richard 

Mille following the 2019 edition. 

Loss of exhibitors was among the factors prompting the 

rebranding of the show to Watches & Wonders Geneva late 

last year. In 2020, it was set to include consumer-focused 

activities such as walking tours and a dedicated day of 

access to the show floor. 

The two shows were also scheduled to run consecutively this 

year, shifting into a late April-early May timetable. However, 

the change in dates was the final nail in the coffin for many 

long-time exhibitors, including Seiko and Casio. Both brands 

withdrew from Baselworld in late 2019, given the dates would 

coincide with a week-long Japanese public holiday. 

In January this year, LVMH – a long-term supporter of 

Baselworld – hosted its first ‘LVMH Watch Week’ at the 

company’s own Bulgari Hotel in Dubai. Bulgari consequently 

pulled out of the Swiss show, though TAG Heuer and Zenith 

were still scheduled to exhibit before Baselworld was 

cancelled in February. 

However, some industry commentators have noted the 

‘individual showcase’ strategy benefits brands at the 

expense of their retailers, distribution partners, and 

ultimately consumers. 

Rob Corder, editor in chief of UK industry publication 

WatchPro, wrote earlier this year, “Rolex/Tudor, LVMH, 

Swatch Group, Richemont, Movado, Fossil, Breitling, 

Audemars Piguet, Grand Seiko, Kering and many others 

are refusing to come together into one, or even two, major 

trade shows, leaving retailers, consumers and press 

trawling the world for the first five months of the year. 

“Every one of the groups and brands will tell you they will be 

putting on a fantastic show, but none appear to be listening 

to the needs of their key retail partners.” 

He also dismissed the idea of Swiss exhibitions as consumer 

shows, stating, “Customer events should be in the countries 

of the customers and run by local teams, ideally in 

conjunction with retail partners so that people can actually 

buy the watches they see.” 

Indeed, the coronavirus pandemic may make that a necessity 

through its devastating impacts on the travel sector. 


TRENDS IN TIME | Watch Industry Report 

The pandemic has led 

to the cancellation or 

postponement of trade 

shows and events. 

How are you adapting 

your communication 

with retailers? 

In its heyday: Baselworld was still drawing large crowds in 2016. 

The virus may also have another 

unintended result – reuniting the 

international watch industry. 

It has forced not only the cancellation 

of both Baselworld and Watches 

& Wonders Geneva, but also a 

reassessment of priorities. 

“Suddenly, the PR and politicking 

problems in the international watch 

market became insignificant as the ‘real 

people’ of the world went out to their 

supermarkets to fight over rice, pasta, 

hand sanitiser and toilet paper,” explains 

Martin Foster, watch industry journalist 

and Jeweller contributor. 

He believes the Swiss industry should 

undertake a “health-check” and 

recognise that old rivalries should be 

forgotten in favour of more efficient, 

unified solutions. 

“Baselworld has empty exhibition halls 

going begging with dedicated space 

available, if only the show formerly 

known as SIHH can grasp the enormous 

economic and political value of this 

opportunity,” he adds. 

Looking ahead to 2021, Corder agrees 

that a “reboot” is necessary, focusing 

on a “luxurious and enjoyable to attend” 

show with retailers and members of the 

media hosted by the brands. 

Crucially, exhibiting at the show should 

cost “a fraction of what Baselworld used 

to require”. 

Time will tell if Loris-Melikoff can 

succeed in righting the ship and restoring 

the venerable show – and the watch 

industry, to its former glory. 

Taking a bite of the Apple 

It is difficult to overstate the impact of 

technology on the design and function 

of watches, most notably the introduction 

of the Apple Watch in 2015. 

It marked something of a tipping point 

in the smartwatch category, prompting 

a monumental increase in consumer 

demand. 

In 2014, US-based research firm 

International Data Corp (IDC) estimated 

global smartwatch sales at 4.2 million, 

which increased by more than 400 per 

cent the following year, to 19.4 million. 

Apple Watches accounted for 11.6 

million of those sales, according to IDC’s 

analysis. Today, Apple claims to have 

overtaken Rolex as the world’s ‘most 

valuable’ watch brand in revenue terms. 

“Baselworld has empty 

exhibition halls going 

begging with dedicated space 

available, if only the show 

formerly known as SIHH 

can grasp the enormous 

economic and political value 

of this opportunity” 

– 

Despite a mixed-to-dismissive response 

from many in the traditional watch 

industry, the Apple Watch proved 

enduringly popular, with the number of 

units shipped increasing each year since 

its debut, according to reports by market 

research firm Strategy Analytics. 

Apple does not publicly declare separate 

shipment or revenue data for the Apple 

Watch. 

The devices retail for $US199–$US499 

for a standard model, and up to 

$US2,159 for special editions made in 

ceramic or titanium – placing them in 

direct competition with fashion and 

mid-range luxury watches. 

“Certainly, the introduction of 

smartwatches has had the most 

significant impact on the watch industry 

in the past five years,” says Phil Edwards, 

managing director Duraflex Group 

Australia, which distributes Swiss watch 

brands Baume & Mercier, Luminox and 

Mondaine, among others. 

Alongside smartwatch models from 

the likes of Samsung, Garmin and 

Huawei, the Apple Watch has prompted 

extensive changes in the fashion 

watch category in particular, through 

increased competition. 

Simon Garber 

Heart & Grace 

“We are ensuring that 

our stockists know we 

are open for business 

and here to help. In tough 

times it is easy to forget 

there are still occasions 

for which people will 

be buying gifts, such as 

Mother’s Day. We also 

want to make sure that 

people know the key 

items needed to make 

sales and that we have 

those items in stock.” 

Phil Edwards 

Duraflex Group Australia 

“The pandemic forces us 

to amend our approach. 

We will need to be 

strategic but also fluid, 

and support retailers 

and our brands as best 

we can.” 

John Rose 

West End Collection 

“We are supporting 

retailers with online tools 

that allow them to be as 

successful online as they 

are in their physical store. 

We are seeing consumers 

become more inclined to 

purchase from the website 

of a brick-and-mortar 

store that they know and 

love, rather than a faceless 

marketplace. Consumers 

now trust the internet and 

in many cases prefer to 

purchase online, rather 

than in-store due 

to the convenience of doing 

so – not because 

it is cheaper.” 

Fossil Group – which includes fashion watch 

brands Fossil, Relic, and Skagen Denmark, 

and produes licensed watches under the 

Puma, Emporio Armani, and Michael Kors 

brands, among others – saw its net profits 

drop a precipitous 79 per cent between 2014 

and 2016. 

Reflecting on the results, Fossil CEO Kosta 

Kartsotis said, “Prior to that, we were clearly 

positioned as the competitively advantaged 

leader in a growing category. However, with 

the introduction of technology into wrist 

devices, traditional watches came under 

pressure and we were disadvantaged. 

“We didn’t have the technology capabilities 

to compete with smartwatches, leading to 

a decline in our market.” 

Meanwhile, Swatch Group CEO Nicolas 

Hayek Jr initially called the Apple Watch 

“an interesting toy, but not a revolution”. 

Swatch Group’s annual revenue fell 21 per 

cent and then 47 per cent consecutively 

in 2015 and 2016. 

The company has since announced various 

forays into the smartwatch category – even 

developing the Swiss OS operating system – 

though none have materialised to date. 

The extent of the threat from smartwatches 

was easy to underestimate. Notably, 

Microsoft’s smartwatch project, Smart 

Personal Object Technology, failed in 

2005, leading to a lawsuit from Swatch 

Group after it was left with 100,000 

unusable smartwatches. 

Eight years later, Pebble – a pioneer in 

the smartwatch space – collapsed and was 

purchased by fitness tracker manufacturer 

FitBit. It seemed to confirm industry 

suspicions that smartwatches were 

struggling to differentiate from health 

and medicine-oriented ‘wearables’. 

By 2017, the market was valued at $US9.2 

billion ($AU14.9 billion); by 2025, analysts 

at Allied Market Research predict that 

figure will increase to $US50.3 billion. 

As a result, fashion watch brands have 

adapted to both differentiate themselves 

from smartwatches, and – through hybrid 

technology – mimic them. 

John Rose, managing director West End 

Collection, which distributes Paul Hewitt, 


www.citizenwatches.com.au 

It starts with a simple, 

yet revolutionary concept; 

A watch that never needs 

a battery. 

Model: BN4049-11E 

Find out more

Colour Diamonds Feature | FLIGHT OF FANCY 

TRENDS IN TIME | Watch Industry Report 

INDUSTRY PERSPECTIVE 

Apple Watch and the Swiss: a genuine rivalry? 

There is more nuance to the 

impact of Apple on the watch 

industry than increased 

competition – and indeed, 

debate persists over whether 

smartwatches even belong in 

the same category as traditional 

watches. 

Martin Foster, watch industry 

journalist and Jeweller 

contributor, asks, “Is the Apple 

Watch’s ability to tell the time 

simply a side-benefit so it can 

be called a ‘watch’? Is it a watch 

or just ‘wearable technology’ that 

coincidentally looks like a watch 

and tells the time like a watch?” 

The answer is complex. 

The comparisons between 

a smartwatch and a Swiss 

mechanical could be likened 

to the debate of natural mined 

stones versus lab-created 

diamonds. 

While both types of devices are 

manufactured, one has a storied 

heritage and traditional prestige 

with a luxury price-tag and 

Christian Paul, Bering and ICE-Watch among others, tells Jeweller that 

the challenge is in attracting Millennials and Gen Z. 

“As we see new generations come through, many of our younger target 

market are not growing up wearing a watch as we did. As a result, the 

watch industry has to be more creative, because people don’t ‘need’ to 

wear a watch to tell the time,” he explains. 

Younger consumers see watches as a fashion item and an expression 

of their personality. “This means that watches have to make a fashion 

statement, perform a function or a make statement of status, for 

example,” Rose says. 

Watch: Kediri 

“As we see new generations come through, many of our 

younger target market are not growing up wearing a 

watch as we did. As a result, the watch industry has to 

be more creative, because people don’t ‘need’ to wear 

a watch to tell the time”– John Rose, West End Collection 

In order to target these younger consumers, some brands have focused 

on increasing brand value through marketing techniques, such as 

influencer and celebrity endorsements, or adjusted prices to be more 

competitive. 

Simon Garber is managing director at Heart & Grace, which distributes 

Cluse and Pierre Lannier. He tells Jeweller, “There has been a shift in 

the market as consumers have more options than ever before, however, 

we find that people love that Cluse has a RRP entry price point of $149.” 

Additionally, Cluse – founded in Amsterdam in 2013 – has found success 

through digital marketing with European influencers, with designs that 

appeal to trend-conscious younger consumers. 

Meanwhile, Luminox, distributed by DGA, recently announced a new 

collection designed with international adventurer Bear Grylls. In Australia, 

a limited-edition model designed with Bondi Beach lifesavers was 

released earlier this year. 

The purpose of this marketing strategy is to communicate that Luminox is 

a technical, practical and hard-wearing timepiece, clearly differentiating it 

from the slick, urban image of many smartwatch brands. 


In the mid-range luxury category, other brands, such as Australia’s 

Bausele, have extended their product line to include hybrids – that is, 

watches that combine the appearance of a traditional mechanical watch 

with the digital functions of a smartwatch. 

Citizen is also expanding further into hybrids with its Connected and 

Eco-Drive models. Meanwhile, Fossil acquired smartwatch manufacturer 

Misfit in December 2015 and developed its own operating system, Wear 

34 | April 2020 


Apple Watches, 2015-2020 

lasting value, while the other is 

a technical marvel with cutting 

edge and modern appeal, and a 

significantly lower price. 

In 2014, Jean-Claude Biver, CEO 

of TAG Heuer and president of 

Moët-Hennessy Louis Vuitton 

SE (LVMH) Watchmaking Division, 

said, “An Apple Watch – as 

great it can be – will always be 

the result of technological and 

industrial production processes. 

As such, in my opinion, it is 

condemned to become obsolete. 

Therefore, after a few years, or 

less, its value will drop close 

to zero… For the time being, 

however, there is no comparison 

with the designs of Swiss 

watchmakers. 

There is no interest in the Swiss 

high-end and prestige-brand 

companies to create, produce, 

and sell watches whose values 

will likely vastly decrease over a 

short period of time, and which 

one day will not be repairable.” 

His comments proved prescient; 

Apple quietly withdrew its 

luxury 18-carat gold Apple 

Watch – which reportedly cost 

$US10,000 – $17,000 – in 2016, 

after barely a year in the market. 

The remaining Apple Watch 

models have reportedly outsold 

all Swiss watch brands combined 

for the past four years. Yet, on 

the basis of Strategy Analytics’ 

estimates, Apple’s revenue from 

its smartwatches would total 

$US6.1–15.3 billion ($AU9–23 

billion) – significantly less than 

the Swiss watch industry at 

$AU37 billion. 

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OS. By 2018, it had released more than 

350 different ‘wearable’ models – both 

smartwatches and hybrids – across its 

eight brands. 

The hybrid strategy may well pay dividends; 

Juniper Research has predicted hybrid 

watch shipments will increase by 460 per 

cent between 2018 and 2022. 

However, while smartwatches have 

evidently sparked change in the fashion 

and mid-range categories, it appears the 

evolution goes both ways. 

Increasingly, smartwatches are designed 

to imitate traditional dive watches and 

other tactical models. 

An example is Garmin’s Marq Collection, 

which bears some resemblance to 

Citizen’s Land, Sea and Air ranges; its 

Captain, Aviator and Adventurer models 

include features such as ‘regatta timers’ 

and rotating bezels. 

Meanwhile, some industry commentators 

have identified the trend of ‘functionality 

fatigue’ in consumers, who prefer simpler 

products that are more ‘watch’ than ‘smart’. 

Jay McGregor, senior consumer 

technology contributor Forbes, wrote 

in February, “Years of testing overly 

functional wearables has taught me 

two things: they don’t perform tasks as 

well as your phone and they are, more 

often than not, just a distraction. 

“If a company slaps a $300 price tag on 

device, it [had] better do a lot of things. 

But how about, instead, it doesn’t?” 

Besides price, traditional fashion watches 

also have an aesthetic advantage over 

smartwatches. The appearance of a 

smartwatch largely depends on its 

hardware; more functions require a 

heftier case or a larger display. 

Meanwhile, watch movements have 

THE BASEL 

ROLLERCOASTER 

1991 

Cartier, Baume & 

Mercier, Gérald 

Genta, Daniel 

Roth and Piaget 

leave Basel to 

form their own 

Geneva show 

2007 

Baselworld 

welcomes 

100,000 

attendees for 

 

2011 

More than 

2,000 exhibitors 

are present at 

Baselworld 

2013 

Hall 1 is opened, 

 

space for 

exhibitors 

2018 

Exhibitor 

numbers fall to 

less than 700; 

Swatch Group 

discontinues 

involvement 

2020 

Show moved 

to April, then 

cancelled due to 

pandemic 

2021 

Show moved to 

January – will 

it succeed? 

enjoyed centuries of development into 

ever-slimmer cases. The functionality of a 

smartwatch is also dependent on software, 

which can frustrate consumers and limit 

choice; for example, an Apple Watch cannot 

be paired with an Android phone. 

Additionally, extra charges may be required 

to use mobile functions, such as text 

messages and social media notifications. 

Perhaps most significantly, smartwatches 

quickly become obsolete. In Fossil’s most 

recent quarterly report, CEO Kartsotis said, 

“We are disappointed to close the year with 

a challenging fourth quarter, which primarily 

reflects lower than expected performance in 

our older generation connected products.” 

Meanwhile, traditional watches can be 

repaired and serviced, lasting for decades 

and maintaining their timeless features. 

However, even when customers choose a 

smartwatch over a hybrid or fashion model, 

retailers can benefit. 

In 2014, Jean-Claude Biver, CEO of TAG 

Heuer and president of Moët-Hennessy 

Louis Vuitton SE (LVMH) Watchmaking 

Division, said, “The Apple Watch is certainly 

a promotion tool... Apple is preparing this 

generation to make it easier, one day, to 

wear a real watch.” 

Additionally, jewellers have begun to create 

custom metal smartwatch straps that mimic 

jewellery, while Swarovski manufactures a 

crystal-embellished Apple Watch case. 

Whether they are classified as a real watch, 

fancy toy, or disposable and expensive 

distraction, smartwatches are yet to 

conquer the traditional category entirely. 

And it is the responsibility of retailers to 

ensure consumers are aware of the benefits 

of different products, and walk out of the 

store – or check out of the e-shop – with 

a timepiece that they love. 

Headlights are back in stock! The handy swivel 

is ideal for watch repair, walking, reading, or just 

trying to find the kids or remote control at home! 

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Product Showcase 

NEW RELEASE 

Adina 

Oceaneer Automatic 

Adina Watches 

This new automatic 

model within the 

Oceaneer collection 

is a performance-bred 

watch with a classic 

look. Equally at home 

on the beach or in the 

boardroom, versatility 

and functionality are 

key. Like every Adina 

watch, the Oceaneer 

Automatic has been 

meticulously handassembled 

by a 

qualified watchmaker 

in Brisbane, Australia. 

A 

NEW RELEASE 

Baume & Mercier 

Clifton Baumatic 


The Clifton Baumatic combines 

understated elegance and 

technical reliability, thanks 

to the latest generation of 

the Baumatic calibre – the 

BM13 – which is certified by 

the Contrôle Officiel Suisse 

des Chronomètres (COSC) and 

resistant to the magnetic fields 

encountered in daily life. 

The Clifton Baumatic is the 

essential companion for the 

aesthetically-inclined, who 

are in perpetual pursuit of 

performance and nnovation. 

B 

NEW RELEASE 

Citizen 

Automatic Diver 

Ciitizen Australia 

Stand out from the 

crowd with this striking 

Automatic Diver 

timepiece. With its 

beautiful green bezel 

and a sleek black dial, 

this ISO-compliant 

watch is a divers’ new 

favourite. Its titanium 

case is five times 

harder than stainless 

steel yet 40 per cent 

lighter, making it 

perfect for everyday 

wear. Its mineral glass 

case has a day/date 

display, and the watch 

has a power reserve 

of 40 hours once 

completely wound. 

C 

New & Classic 

WATCH 

Showcase 

Jeweller has compiled a snapshot of products from leading watch 

brands, from the latest timepieces on the market to classic best-sellers. 

NEW RELEASE 

Cluse 

Triomphe Silver/ 

Salmon Pink Mother 

of Pearl 

Heart & Grace 

Featuring a salmon 

pink mother-of-pearl 

dial and silver-toned 

case & bracelet, this 

Triomphe watch is the 

perfect companion on 

ambitious days and 

nights. With its stainless 

steel 33mm case and 

link-style bracelet, it’s 

on trend and built to 

last. The bracelet can 

be interchanged with 

any 16mm Cluse 

watch strap. 

BESTSELLER 

Cluse 

Féroce Gold White/ 

Gold Link 

Heart & Grace 

The Cluse Féroce is a 

classic, and an ode to 

minimalism and joie 

de vivre. Its 36mm 

case is refined yet 

eye-catching, while 

the matte white dial 

blends perfectly with 

its gold-toned case 

and link bracelet. The 

strap of this Féroce 

model can also be 

easily interchanged 

with any 18mm Cluse 

watch strap. 

NEW RELEASE 

Cluse 

Vigoureux Silver Petrol 

Blue/ Silver Link 

Heart & Grace 

The Vigoureux is Cluse’s 

take on a luxury sports 

watch – minimalist 

and ultra-thin, but also 

masculine and bold. It 

is a conversation starter 

par excellence with 

its striking petrol blue 

sunray dial, integrated 

stainless-steel bracelet 

with invisible butterfly 

clasp, and perfectly 

brushed and polished 

case. The Vigoureux 

is a new look for the 

Cluse man. 


NEW RELEASE 

Bausele 

Vintage 2.0 GT 

Bausele 

The Vintage 2.0 is 

unlike any other 

smartwatch. Activity 

tracking, sleep 

monitoring and 

smart notifications 

are built into 

this classic-style 

timepiece, which 

connects to your 

phone via a tailored 

app. Manage how you 

want to be notified and 

what you can switch 

off with the Vintage 

2.0, Australia’s first 

smartwatch. 

NEW RELEASE 

Bausele 

OceanMoon The Drift 

Bausele 

The much-loved 

Oceanmoon timepiece 

has had a significant 

upgrade. The new 

Drift model draws 

inspiration from 

Australia’s rugged 

coastline. Limited 

to just 600 pieces, 

the Oceanmoon 

range features 

Nanoceram glass, 

believed to be a 

world-first innovation. 

Each model comes 

with a free bonus 

strap, including a fully 

recycled plastic option. 

NEW RELEASE 

Bulova 

Marine Star 

Citizen Australia 

The Bulova Marine Star 

is water-resistant 

to 100m and features a 

six-hand chronograph 

function with calendar, 

grey ion-plated 

stainless-steel case 

with rotating ring 

to measure elapsed 

time, and a bold red 

dial with luminous 

hands and markers. 

This 43mm model 

comes with an ionplated 

stainless-steel 

bracelet with fold-over 

buckle closure, safety 

bar and extender. 

BESTSELLER 

Classique 

Ladies GP 

SAMS Group Australia 

This 26mm Swiss 

quartz watch features 

a gold-plated stainlesssteel 

case pave-set 

with 51 diamonds, 

with a scratchresistant 

sapphire 

crystal face. The 

gold-plated stainlesssteel 

link bracelet 

has a push-button 

deployment buckle, 

while Roman numeral 

hour markers and a 

date display add to 

the timelessly elegant 

feel. A matching gents 

model is available. 

BESTSELLER 

Classique 

Aviator Skeleton 


The Classique Aviator 

Skeleton features a 

17-gem Swiss-made 

mechanical skeleton 

movement within its 

stainless-steel case. 

For men who enjoy 

a bold and technical 

watch, this model 

has a blue and rosegold 

toned elements. 

Measuring 48mm, 

it is fitted with an 

anti-shock balance 

wheel and is water 

resistant to 50m. 

BESTSELLER 

Classique 

Mechanical Skeleton 

Pocket Watch 


This gold-plated 

mechanical wind-up 

pocket watch features 

a striking ‘skeleton’ 

design with a Swiss 

movement. Measuring 

approximately 49mm, 

the case has a 

push-open lid, front 

and back. The ideal 

timepiece or gift for 

men who appreciate 

the watchmaking 

tradition. 

BESTSELLER 

Coinwatch 

Summit 

Mason Fair 

The Summit series has defined 

Coinwatch since its inception. The 

watch is customisable by year date, allowing 

customers to create a truly unique timepiece 

that commemorates a special or significant 

year. The watch houses a Swiss movement 

and comes with a three-year warranty with 

free express delivery Australia-wide. 

NEW RELEASE 

Coinwatch 

Jilly 

Mason Fair 

The Jilly features a beautiful two-tone kangaroo 

half-penny dial with Swarovski crystals around 

the bezel. It celebrates not only iconic Australian 

coins, but a year special to the wearer as custom 

date coins can be ordered. The watch comes 

with a three-year warranty and Mason Fair’s 

leading after-sales service. 


Watch Showcase 

E 

BESTSELLER 

EPOS Switzerland 

Sportive 

Stella Timepieces 

This sporty stainless-steel watch from 

Swiss manufacturer EPOS features a 

striking green sunray dial protected by 

scratch-resistant sapphire crystal. The case 

measures 42mm while the stainless-steel link 

strap creates a classically masculine feel. 

BESTSELLER 

EPOS Switzerland 

Ladies 4401 


The elegant 4401 features a 29mm stainless 

steel case in an on-trend rose gold tone. The 

black mother-of-pearl dial has matching rose 

gold-toned hour markers, while the black 

leather strap adds to the sophisticated look. 

Bear Grylls Survival 

3740 Master series 

More on luminox.com.au 


BESTSELLER 

Grovana 

GMT Moontimer 


The GMT Moontimer 

from Swiss brand 

Grovana displays 

two time-zones 

with additional 

moon-phase and 

date functions. The 

rose gold-plated, 

stainless-steel case 

measures 41mm 

and incorporates 

three Swiss-made 

Ronda quartz 

movements. The 

chocolate crocodileprint 

leather strap is 

comfortable to wear 

and features a rose 

gold-toned buckle. 

BESTSELLER 

Grovana 

Ladies 3194.1132 


Grovana combines 

high-quality 

materials with 

contemporary 

Swiss design and 

craftsmanship, 

together with 

excellent 

value for 

money. 

This ladies’ 

watch features 

an understated 

circular stainlesssteel 

case, with 

chic white dial and 

blue detailing. The 

stainless steel link 

bracelet adds a 

sporty feel. 


BESTSELLER 

EasyRead Time Teacher Standard 

EasyRead Time Teacher 

EasyRead’s best-selling standard 

watches feature a Seiko movement, 

fabric strap and a special teaching dial 

that children find very easy to understand 

and remember. Mums and dads will love 

this watch as it makes teaching this 

skill simple and fun. 

 

 

BESTSELLER 

EasyRead Time Teacher Waterproof 

EasyRead Time Teacher 

This high-quality waterproof watch 

from EasyRead Time Teacher is perfect 

for the active child. Milled from a 

stainless-steel billet, with a stainless 

screw-in back plate and four O-rings 

at the crown, it has a toughened glass 

lens recessed 0.5mm for protection, and 

houses a Seiko movement. 

BESTSELLER 

Frédérique Constant 

Slimline Power 

Reserve Manufacture 

Citizen Australia 

Frédérique Constant 

is proud to add its 

28th in-house calibre 

within its Manufacture 

collection. The inhouse 

movement also 

boasts an extraordinary 

50-hour power reserve. 

The watch features 

hours, minutes and 

a date display. The 

40mm case in rose 

gold-plated stainless 

steel has sophisticated 

Roman numerals and a 

sunray effect with black 

hands. The finishing 

touch is an elegant 

alligator strap with a 

deployant clasp. 

F 

G 

NEW RELEASE 

Gregio 

Ladies Rose Gold 

Lilac Lily 

Time is precious, 

like jewellery. 

Follow every 

minute with a 

Gregio watch, 

exclusively 

designed and 

produced in 

Greece. This 

ladies’ watch 

houses a Gregio 

movement within 

its stunning round 

case, finished in 

a rose gold tone 

with matching 

mesh stainless 

steel bracelet. 

BESTSELLER 

Grunt 

GBKS 

Mason Fair 

Water resistant to 

200m, the Grunt 

GBKS features a 

hardened, scratchresistant 

and shatterproof 

mineral crystal 

face recessed in a 

fixed, diamond-like 

carbon (DLC) coated 

bezel. The hands and 

numerals glow in the 

dark due to the longlasting 

and luminous 

Super-Luminova 

pigment. Comes 

with a five-year 

limited warranty. 

NEW RELEASE 

ICE-Watch 

Ice Solar | West End Collection 

The new Ice Solar collection 

is an environmentally friendly 

watch manufactured from 

recycled plastics. Plus, 

the battery never has to be 

replaced due to the solar rim 

under the bezel of the watch. 

If a watch is an expression 

of who you are, then 

the Ice Solar will 

certainly let everyone 

know that you care. 

I 

• 100m Water Resistant 

• Screw In Crown 

• Screw Down Back 

• Stainless Steel 

• Day / Date Indicator 

• Anti Smash Glass Protection bezel 

@RingersWestern 

 

@ringerswestern 

E orders@samsgroup.com.au 

W samsgroup.com.au P 02 9290 2199

Watch Showcase 

NEW RELEASE 

Luminox 

Bear Grylls Survival Series 


Luminox watches perform 

in extreme situations, and 

the Bear Grylls Survival 

Series is designed to 

help you make it through. 

Whether it’s the countdown 

dive zone on the Sea watch, 

the walking speed scale or 

paracord strap on the Land, 

or SOS in Morse Code on 

the 300m-water resistant 

Master series, these 

timepieces will be your 

trusty companions and help 

you conquer any conditions. 

L 

NEW RELEASE 

Maserati 

Traguardo Sports Chronograph 


Maserati conjures up 

images of elegant lines, 

graceful speed and high 

class. The Maserati 

Traguardo Sports 

Chronograph embodies 

all of these elements 

M 

within its rose gold-toned 

stainless steel case with 

a luxury leather strap. 

One of the world’s most 

prestigious sports car 

manufacturers, Maserati 

is now a luxury lifestyle 

timepiece too. 

BESTSELLER 

Mondaine 

Evo 2 


The Evo 2 collection has 

been revamped with modern 

style and sophistication. The 

40mm case features a sophisticated 

yet easy-to-read dial designed 

with Mondaine’s distinctive hour 

and minute hands and iconic red 

seconds hand, as well as a calendar 

display. Comfortable to wear 

and immaculately balanced, the 

Evo 2 is ideal for casual day-to-day 

wear or as a business watch. 

NEW RELEASE 

Pierre Lannier 

Mens Automatic 

Skeleton Gold 

Blue/Brown 

Heart & Grace 

Gold-toned stainless 

steel harmonises with 

matching hands and Roman 

numeral hour markers in 

the stylish Skeleton model 

from Pierre Lannier. The dial 

shows the mechanism while 

the elegant blue hue on the 

periphery creates a classic, 

masculine and on trend look. 

P 

NEW RELEASE 

Pierre Lannier 

Ladies Automatic 

Skeleton Rose Gold 

Silver/Silver Mesh 

Heart & Grace 

Made in France, like all 

Pierre Lannier watches, the 

Ladies Automatic Skeleton 

is simply irresistible. The 

automatic movement 

guarantees precision, while 

the rose gold and silver 

colour combination gives it 

an elegantly French finish. 

A sophisticated mesh strap 

is the perfect final touch. 

BESTSELLER 

NEW RELEASE 

Swiss Alpine Military 

Ladies Leader 


Swiss Alpine Military 

combines precision with 

reliability and durability. 

The watch stands out 

thanks to an athletic 

look and highquality 

materials. Swiss 

Alpine Military watches 

offer the additional bonus 

of very clear watch dials. 

This Ladies Leader model 

features a stainless steel 

case and bracelet with a 

white dial, perfect for 

professional women who 

require a comfortable, 

functional timepiece 

without sacrificing style. 

S 

Thomas Sabo 

Code TS 


Timeless, versatile and unisex, 

the Code TS watch is an iconic 

companion for everyday life 

and special occasions. The flat 

case features a three-hand 

movement and date display, 

paired with a slender, lengthadjustable 

Milanese bracelet. 

The model is characterised by 

the distinctive Thomas Sabo 

aesthetic, blending modern 

features with inspiration from 

the classic men’s watches 

of the 1950s. The contrast 

between the polished bezel 

and the brushed stainless steel 

case adds an elegant look. The 

bracelet of the Code TS watch 

is easy to change and provides 

maximum styling flexibility. 

T 


NEW RELEASE 

Maurice Lacroix 

Aikon Automatic 


The new release from Swiss 

manufacturing powerhouse 

Maurice Lacroix unites the 

brand’s tradition of unique 

innovation with a contemporary, 

urban aesthetic. Aikon is a sporty, 

elegant collection that embodies 

the complex nature of time. The 

watch measures 42mm, is 200m 

water resistant and finished with 

a stylish Clous de Paris dial. 

NEW RELEASE 

Police | Kediri 


Kediri stands out within the new Police 

collection, with the 46mm octagonal 

case expressing rebellion, individuality 

and an unconventional streak. The case 

shape and contrasting top ring make 

for a striking design blend. 

NEW RELEASE 

Police | Luang 


Luang, meaning ‘royal’ in Thai, is from 

Police’s new collection. Its design exudes 

confidence and style with a 48mm jumbo 

casing, luminous hands and distinctive 

date displays. There are a variety of sleek 

colourways and straps available. 

NEW RELEASE 

TW Steel 

ACE Diver 


Coming in five adventurous 

designs, the new ACE Diver is 

a powerhouse of confidence 

wrapped up in a sleek 

design. The key elements 

are all present: bold design, 

luxurious materials, and 

cutting-edge technology. 

Powered by Ronda 5030.D 

Swiss Made movements, and 

with a battery life of 4.5 years, 

the ACE Diver has a 44mm 

case, waterproof to 300m, 

with scratch-resistant, antireflective 

sapphire crystal, 

and Swiss Super-Luminova 

pigment. All timepieces 

feature a soft rubber strap 

and come in a luxury gift box. 

 



BUSINESS 

Retail Strategy 

REAL REASONS YOU CAN’T CLOSE THE SALE 

– AND HOW TO OVERCOME THEM 

To increase the effectiveness of your sales techniques, it is critical to understand your 

customer’s behaviour and thinking, writes BRI WILLIAMS. 

There was once a judge who, at the start 

of every trial, would step out from behind 

the bench, approach the defendant, and 

shake their hand. “I have just shaken the 

hand of an innocent person,” he would 

proclaim. Why did he bother? 

To customers, you are guilty until proven 

innocent – they are predisposed not to buy 

your product or service. 

The upshot is you can often be at crosspurposes 

with your customer during the 

sales process. 

The first step is to prove you understand 

their objective. Don’t start your sales 

process by talking about ‘yourself’. 

Many salespeople open by discussing their 

value proposition, using statements like, 

“We do x, and we do y”. 

As we know, the Western justice system is 

predicated on the concept that a defendant 

is presumed innocent until proven guilty. 

However, jury members are prone to judge 

the defendant before the facts are even 

introduced, and throughout the trial, will 

seek confirmatory evidence for their view. 

For many, the defendant is ‘guilty until 

proven innocent’. 

By proclaiming the defendant innocent, 

the judge used his authority to correct the 

decision-making frame for jurors: start 

from a point of innocence, not guilt. 

So, how does this relate, and what does 

this mean for, you as a retailer? 

In business, you are the defendant and 

your customers are like jurors, who arrive 

at decision of purchasing decisions based 

on expectations. 

You think they will make a decision based 

on factors that you consider important 

– for example, how much time you have 

put into designing or manufacturing your 

product, or your credibility, experience and 

expertise. 

However, they are using their own frame 

of reference, such as how the price of your 

product compares to other options, the 

opportunity cost of their time and money if 

they spend it with you, and their deepseated 

motivations for wanting to buy. 

Once this is understood, you can use 

behavioural science techniques in order to 

change the customer’s frame of reference. 

In essence, you become the judge that 

shakes the defendant’s hand. 

Changing behaviour 

There are several simple ways to re-frame 

your customer’s thinking. 

Re-frame the 

context for 

a decision; 

that means 

moving the 

customer away 

from points of 

comparison or 

assumptions 

about your 

product 

Instead, communicate that you understand 

your customer’s needs or wants, and 

describe how your product or service can 

solve it. 

Next, re-frame the context for a decision; 

that means moving the customer away 

from points of comparison or assumptions 

about your product. 

A famous example of re-framing is Red 

Bull. The company did not market the 

beverage within the hyper-competitive 

soft-drink sector. 

Instead, the marketing team re-framed its 

category to ‘functional’ drinks. In doing so, 

they added to the product’s perceived value 

and were able to charge substantially more 

per unit. 

To change your customer’s behaviour, 

you may also need to signify why you are 

worthy of their trust. 


Retail Strategy 

You don’t have a judge to proclaim your 

innocence, so you must instead use 

credibility cues – for example, testimonials 

and online product reviews from previous 

customers – to build your reputation. 

Finally, you can change the context of your 

customer’s decision-making. 

There is a popular anecdote describing a 

meeting between a chief financial officer 

(CFO) and a chief executive officer (CEO) as 

they decide how much to spend on training 

their employees. 

The CFO says, “What if we train people and 

they leave?” The CEO responds, “What if 

we don’t, and they stay?” 

In other words, changing the context of 

the decision-making can be helpful in 

encouraging your customer to re-think the 

position not to buy. 

What if they purchase your product as a 

gift, and the recipient doesn’t like it? 

On the other hand, what if they don’t buy 

it and the recipient is disappointed they 

received nothing at all? 

All about the angles 

One of my hobbies is stone carving: taking 

a hammer and chisel to a block of hard 

rock to see what emerges. 

A mistake in stone carving is to assume 

that all stone is the same. In fact, each 

piece has its own weaknesses and 

strengths. 

At first, I must make a few tentative strikes 

to allow the stone to reveal something to 

me. Once the desired outcome forms in my 

mind, I can work towards it. 

This is how retailers can approach 

behaviour change. 

Rather than jumping in with fixed 

assumptions, we first need to spend 

some time ‘noodling around’ to 

understand the person or people we are 

trying to influence. 

For this task, I use an empathy map 

broken into categories, including what 

they think and feel, say and do, see and 

hear, and their goals. 

This tool assists in clarifying the mindset 

of the target market or individual 

customer, and focuses on the specific 

context in which their behaviour is 

occurring. 

A slab of stone is inert, immovable. 

Your customer may seem that way too 

– whatever you try, they are not going to 

budge. 

If you attempt to tackle a slab of stone by 

pummelling the centre, it will do one of 

two things: resist until you are defeated, or 

resist until a fissure forms that destroys it. 

In either case, a blunt, frontal assault is 

ineffective. 

Instead you must use angles, chipping 

away at the edges, towards your objective. 

The same principle applies to behaviour 

change. If you are too blunt or forceful, 

your attempts will be resisted. 

This is known as reactance, and has 

been found to reduce the effectiveness of 

advertisements such as Nike’s famous 

‘Just Do It’ campaign. 

Telling someone they have to do 

something, that it will be ‘good for’ 

them, or even providing a litany of facts 

and figures to justify it, is unlikely to be 

persuasive. 

Instead, the behavioural science-based 

approach is to anticipate reasons for 

their resistance and devise angles for 

addressing each barrier. 

There are three reasons people resist: 

• Apathy or laziness – they can’t be 

bothered to go through the process of 

purchasing 

• Decision paralysis – they might be 

interested but are confused as to what they 

need do 

• Anxiety and fear – they might be 

interested but are worried about 

proceeding 

Reasons for 

resistance 

Apathy or 

laziness 

Process of 

purchasing 

is too slow or 

convoluted 

Decision 

paralysis 

Too many 

choices; hard 

to compare 

options directly 

Anxiety 

and fear 

Overthinking 

the decision; 

afraid of 

making the 

‘wrong’ choice 

While it takes a certain amount of force 

to chip into rock, it’s more about being 

precise and consistent, working with the 

stone rather than attempting to have it 

yield to your will. 

With behaviour change, it’s not about how 

much money you spend or how loudly you 

communicate your message – it’s about 

small, well-considered ‘nudges’. 

A clear call-to-action button on a website 

can impact conversion rates more than a 

TV ad – just as opting out being the default 

on a form can change an entire country’s 

rate of organ donation. 

Moving fruit to within arms’ reach in an 

office block cafe can change how the entire 

workforce eats. 

American writer, philosopher and artist 

Elbert Hubbard once said, “The sculptor 

produces the beautiful statue by chipping 

away such parts of the marble block as are 

not needed – it is a process of elimination.” 

Influencing another person’s behaviour 

can seem very complicated, and a natural 

tendency is to try to add more information 

or interactions. 

But as with stone carving, behaviour 

change can be more effective through 

elimination: eliminating superfluous 

information, eliminating unnecessary 

choices, and eliminating ‘noise’ that 

distracts from the objective. 

By focusing your efforts on the three 

science-based reasons for resistance 

– apathy, paralysis and anxiety – you 

can eliminate indecision efficiently 

and effectively. 

And by reframing your product and your 

sales approach, you can change your 

customer-jurors’ minds. 

BRI WILLIAMS is founder of People 

Patterns, a specialist consultancy that 

applies behavioural economics to customer 

purchasing patterns. briwilliams.com.au 


BUSINESS 

Selling 

Why repeat sales are so important 

– and how you can increase them 

One of the most cost-effective ways to improve your business is to focus on repeat sales. 

RICHARD SHAPIRO explains how to keep customers coming back to your store. 

With summer over and the first quarter 

of trading behind us, we are moving into 

the autumn season – which is a perfect 

time to set our sights on some ideas to 

generate repeat business. 

While much emphasis is placed on 

acquiring new customers, repeat sales 

are the lifeblood of any retail business. 

That is because you do not have to spend 

money attracting a customer who already 

shops with you. 

The best opportunity for retailers to 

generate repeat business is for sales staff 

to create and build relationships with 

customers. 

We all stop at our local coffee shop in the 

morning to see Mary the barista who gives 

us a big smile. 

She knows what we did over Christmas, if 

our children had a great summer holiday, 

and what our plans are for when they go 

back to school. 

Once you find your ‘Mary’, you don’t seek 

out another, more convenient or cheaper 

café; your loyalty is towards Mary. 

Here are my six repeat business ideas to 

help you become every customer’s ‘Mary’: 

Teach sales staff to greet people as they 

would a new neighbour into their home. 

Communicate how important it is to 

smile and connect with customers as 

people first. 

It’s more important to find out about the 

customer and their needs, goals, and 

personality, than it is to know exactly 

what’s in your inventory. 

Ask customers if they have ever been 

in your store before and whether they 

purchased something or not. If someone 

is new, tell them more about your 

business, for example the best places to 

park in the future, your hours, and the type 

of stock you carry. 

You can also let them know how long 

you have been in business, your other 

locations, the details of your return 

Treat your customers as friends and you will retain them for years to come. 

policies, and your personal customer 

experience philosophy. 

It will not only be useful to your customer, 

but more importantly, create a dialogue 

and relationship. 

Always tell the customer you can help 

them. People like to feel they are speaking 

to a person who can help. 

Providing help might require asking 

another staff member for advice, 

requesting more information from the 

customer, or even referring them to 

another store. 

It’s not important how you help them – 

instead, it’s about showing the customer 

you care about answering their question or 

resolving their problem. 

Listen to your customer’s emotions. Pay 

attention to what customers are feeling, 

not just what they are saying. 

In almost every instance, you will be able to 

easily tell if someone is happy, frustrated, 

excited or disappointed. 

It’s not 

important how 

you help them 

– instead, it’s 

about showing 

the customer 

you care about 

answering their 

question or 

resolving their 

problem 

By expressing a reaction to their emotional 

state – for example, by saying, “You sound 

disappointed we don’t have your size 

in stock. Let me double-check and get 

back to you” – you foster a new and 

beneficial relationship. 

Have business cards printed for all 

sales staff. Doing so will make your 

employees feel more important and 

valued, and it’s an excellent way to invite 

the customer to return. 

The employee could say, “I really enjoyed 

helping you today. Here is my card with my 

contact information. 

Now that I know your tastes, I can let you 

know if we get something in stock you 

might like. Would you prefer me to email, 

call or text? Just let me know.” 

Keep in touch. Many retailers fail to show 

the customer they matter after the sale. 

That’s a big mistake. Sending daily emails 

can also have a negative effect. 

Brainstorm with your team about the best 

ways to show customers they are relevant 

after they leave your store. 

I grew up in a retail environment. My dad 

owned a menswear store and I worked 

there in my early teens. I learnt two 

important lessons. 

Firstly, it is more important to listen and 

learn the customer’s state of mind than to 

find out their method of payment. 

Secondly, when new customers entered 

the store, they were strangers. My father 

hoped by the time they left they had 

become new friends. 

If more retailers understood why they visit 

the same coffee shop to see their ‘Mary’ 

and taught their staff the concept that 

shoppers are people first, and customers 

second, the percentage of repeat 

customers would undoubtedly rise. 

Richard Shapiro is founder of 

The Center For Client Retention, 

offering research, training and 

consultingservices. tcfcr.com 


BUSINESS 

Management 

The critical factors when managing your 

staff during a recession 

Tough trading conditions can bring out the worst in a manager – but they are also an 

opportunity to show your best leadership qualities, explains BRIAN JEFFREY. 

This article isn’t actually about how to 

manage a recession – recessions seem 

to manage themselves quite well without 

our involvement! 

I want to look at what changes we 

need to make in our approach to sales 

management during recessionary or 

otherwise difficult economic times. 

And we are certainly experiencing that at 

the moment! 

First an irreconcilable truth: there will 

always be recessions. They’ll come and 

go, but you can bet even money that you’ll 

see and manage your way through several 

before you retire. 

Depending on your age, you’ve probably 

gone through one or two already. Business 

slows down, customers get evasive 

or elusive, salespeople get whiny, and 

management migraines increase. 

Many managers deal with the issue 

by cutting advertising, slashing sales 

meetings, eliminating sales (and other) 

training, and adopting a ‘hunker-down’ 

attitude in the hopes that the bad times 

will turn good again without their being too 

involved. 

Others become galvanised into total 

inactivity, evoking what I call a ‘divine 

marketing plan’ – praying for sales – and 

making themselves unavailable to help 

their salespeople through the crisis. 

Of course, I know you aren’t one of those 

managers. You have the same problem, 

but you’re probably actively seeking some 

universal truths and techniques that you 

can put into place whenever things get 

tough or a recession comes along. 

So what can you do? Here are some proven 

ideas that work: 

Sales and staff meetings 

Don’t cancel your sales meetings, hold 

them more often. Recessions are when 

people need to be together for mutual 

support, not left to their own devices. 

Increase the frequency but lower the cost 

of your meetings. 

Make yourself available to your employees and show you value them. 

Selling can be extremely lonely and your 

salespeople may be feeling neglected 

by their customers, and possibly by the 

business itself. Help keep their spirits up 

with short, frequent meetings. 

Short, weekly meetings are ideal. Biweekly 

meetings also work well. And 

if you are not holding at least one mini 

meeting a month, you’re neglecting your 

people. So don’t be surprised if they start 

wandering off to a company that shows 

more appreciation. 

Mini meetings should be just that: 

mini. You’ll be surprised what you can 

accomplish in 15–30 minutes. 

Don’t let it become an inquisition from 

you or a whining session for the staff; use 

the meeting to emphasise positives and 

reinforce that both the business and the 

staff have weathered this type of storm 

before and can do so again, particularly if 

they continue to work together. 

Team meetings 

Ensure that your meetings are 

participatory. By that I mean attendees 

have an opportunity to talk with one 

another and not just to the person at the 

front of the room. 

I’m not suggesting that your team 

meetings become social free-for-alls, but 

they should be a vehicle for the free flow of 

information and ideas in all directions, not 

just from the top down. 

Some managers 

and storeowners 

seem to 

disappear when 

trading becomes 

 

you be like that! 

Be there to help, 

not chide and 

reinforce your 

employee’s 

value 

It’s the manager’s job to be a moderator, 

not a dictator. 

This conversational free flow will also 

uncover complaints and concerns. As long 

as the meeting doesn’t degenerate into a 

bitching session, let your people vent. 

Unvented aggravations, like pent-up 

steam, can cause a lot of damage when 

they finally explode. The meeting is your 

safety valve. 

If people do vent, don’t become defensive. 

In most cases, you don’t have to respond 

to the situation, you just need to listen and 

acknowledge it. 

One-on-one meetings 

Also take the time to meet with each staff 

member as an individual. Help them to 

stay focused; after all, it’s easy to lose 

sight of potential opportunities during a 

recession. 

Selling is still a game of numbers and you 

can help your people make their numbers 

by helping them ‘find’ their numbers. That 

is, assist them in setting realistic goals and 

show them which customers to target. 

This is the time for you to put on your 

mentoring cap and lead the way. 

Some managers and storeowners seem to 

disappear when trading becomes difficult. 

Don’t you be like that! 

Be there to help, not chide and reinforce 

your employee’s value to the business. 

Be accessible, be supportive and most 

importantly, be a leader. 

The bottom line is that you may not be able 

to control the economic climate but if you 

manage your people, you’ll manage through 

the tough times. 

Brian Jeffrey has more than 40 years’ 

experience in sales management, 

training, and business consulting. 

quintarra.com 


BUSINESS 

Marketing & PR 

Simple and effective ways to boost your 

word-of-mouth referrals 

Building buzz around your business can be challenging, writes THOMAS YOUNG, but one of the 

simplest – and best – ways to market yourself is through your customers. 

The most powerful form of marketing 

is word-of-mouth referrals. This is true 

regardless of the size of your business 

or marketing budget. When generating 

referrals, your customers become your 

sales force! 

After all, who better to promote your 

products than loyal customers? So, here 

are 12 ways you can develop word-of-mouth 

referrals for your jewellery store. 

Ask for referrals 

The easiest way to generate referrals is also 

the most important. People want to help 

others, especially when you are good at what 

you do. Let your customers know that you 

are looking for referrals by asking them! 

They will be happy to oblige, and some will 

go out of their way to help. 

Be specific 

Provide your referral sources with a few 

details about your target market. If you 

are not specific in your request, referral 

sources will generally not be able to think 

of a particular person to whom they could 

recommend your store. Make your request 

specific: describe your ideal customer. 

Align with your customer’s vision 

Get inside the head of your customers 

and align with their vision – that is, what 

they want to accomplish. Be a resource; 

understand the needs of your customers. 

Referrals will come when they realise that 

you really do understand them and that your 

goal is to help, not just make a sale. 

Develop word-of-mouth promotions 

Develop a marketing promotion plan that 

encourages referral benefits for your 

existing customers. Make the promotion 

worth your customer’s time by offering 

valuable incentives for new referrals. A good 

example is a friends-and-family promotion. 

Promote feedback 

Ask your customers to evaluate your 

products and services and provide feedback 

on how you measure up. Share this 

information with current customers and new 

Turn your customers into your sales force by encouraging referrals. 

prospects. Obviously, correct the areas in 

which you are deficient and remove barriers 

to customer service. 

Continue self-development 

Commit to constant learning as a business 

owner. You must expand ‘out of the box’ 

and constantly increase and develop your 

knowledge and abilities, or you will be left 

behind by the competition. Knowledge is 

powerful and shoppers will come to you for 

expertise before they buy from you. 

Build a customer community 

Find ways to bring customers together with 

other customers. This might be achieved 

through your store’s Facebook page or 

group, a ‘chat’ section of your website, or 

through in-store customer events. This 

brings a community of customers together 

and stimulates word-of-mouth. 

Communicate your competitive advantage 

Understand why you are different from the 

competition and what sets you apart in the 

eyes of the customer. Communicate this 

message in your promotional activities. 

Be clear in delivering this message; it’s the 

most important component of your direct 

marketing efforts and the reason people 

become loyal customers. 

Listen to your customers 

In jewellery retail, as in all sales processes, 

it pays to become known as an excellent 

listener. This communicates that you care 

about others and builds an enormous 

Look for other 

like-minded 

businesses 

that currently 

service your 

target market 

 

help each other 

amount of trust. The fact that you are the best 

listener will be passed on to others and result 

in valuable referrals. 

Build alliances 

Determine how you can reach your target 

market by developing alliances with other 

businesses. This is very common on the 

internet as websites, Twitter accounts and 

Instagram pages link to and interact with 

each other with great results. 

Look for other like-minded businesses that 

currently service your target market and find 

ways to help each other. 

Learn how to network properly 

Take time to learn how to effectively network. 

Establish a networking strategy and plan on 

helping others, which is the key to successful 

networking. Read and learn more about how 

to network effectively and seek the advice of 

other networking professionals to ask what 

makes them successful. They will often share 

their secrets. 

Develop a website that people talk about 

Establish a website that catches peoples’ 

attention. When people are browsing online 

and come across a great website, they 

typically tell others about it. 

It is very common and easy to share links 

with friends, particularly when browsing on 

a mobile device. Find a way to make your site 

unique by adding value to your target market, 

which will make them far more likely to share 

your link. 

These are a few ways to build word-of-mouth 

referrals for your business. Remember, there 

is no quick fix in sales and marketing, and no 

substitute for excellent customer service or 

valuable products and services. 

Take the time to strengthen your marketing 

efforts, focusing on these areas, and watch 

the referrals come pouring in. 

THOMAS YOUNG is CEO of Intuitive 

Websites. He has 25 years’ marketing and 

sales experience. intuitivewebsites.com 


BUSINESS 

Logged On 

The six keys to creating a website that 

improves your sales 

There are several simple strategies you can employ to improve your website and 

thereby improve online sales, writes DAVID BROWN. 

There are many jewellers who feel the 

internet is the single biggest threat to 

retail growth these days. 

Although I believe ‘experiences’ being 

preferred over ‘material items’ is also 

creating an impact, there’s no doubt 

the internet is strong competition that 

will continue to increase for the 

foreseeable future. 

The trend of many online retailers opening 

bricks-and-mortar stores shows that a 

two-pronged approach to shopping is not 

only very effective – it’s essential. 

Therefore, it’s important that physical 

retail outlets also beef-up their online 

presence in order to create the widest 

possible retail footprint. 

Having a strong, effective website is 

a starting point for ensuring you get 

the maximum benefit from your online 

presence. A good website needs to 

incorporate the following factors if its to 

become an extra salesperson – and not just 

a pretty piece of online wallpaper. 

One purpose per page 

I’ll let you in on a little secret: most people 

are lazy and don’t like to think. Between 

making a choice and doing nothing, we tend 

to take the do-nothing option. 

That’s why a web page that asks a customer 

to do multiple things, such as ‘like’ a 

Facebook page, sign up to a newsletter, 

make a purchase, and enter a competition, 

is likely to finish with the customer choosing 

none of the above and closing the window. 

Each website – with perhaps the exception 

of your home page – should ask the 

customer to do one thing and that page 

should be all about getting the customer to 

do whatever that one thing is. Simple! 

Oh, and about that home page… 

Don’t over-focus on your home page 

You might think your home page is the 

front door to your site, but chances are 

most website visitors are coming in through 

the tradesmen’s entrance, so to speak. 

Assess your website to ensure it encourages visitors to shop with you. 

Google does not give preference to 

home pages. 

The search engine treats all pages the same 

based on their relevance, which means it’s 

most likely that a customer who found you 

by searching Google for ‘diamonds’ will be 

directed to your website’s diamond-specific 

page, not the home page. 

Only those people specifically searching 

for your business will be directed to the 

home page and that’s not going to be 

most web searchers. 

Keep it clean 

Less is more, at least when it comes to 

your website. An overabundance of images 

and words is not conducive to an effective 

website. It is there to do a task, not win an 

award for artistic achievement. 

Many small businesses that utilise web 

designers sadly find their site being all 

about ‘the look’. 

The design is important, of course, but 

it should not override user-friendliness 

and purpose. 

Responsive design 

Responsive design refers to your content 

being readable on any device. Be it tablet, 

laptop or smartphone, your readers 

need your website to look tidy regardless 

of the format. 

Many small 

businesses 

that utilise web 

designers sadly 

 

being all about 

‘the look’ 

It should automatically adjust – ‘respond’ – 

to the screen size upon which it is 

being viewed. Most website-building 

services, such as Squarespace, include 

this feature automatically. 

With more than 70 per cent of readers 

now using a mobile device to view the 

internet, its time your site caught up. Have 

you recently viewed your website on your 

smartphone? Now is the time. 

The power of video 

If a picture is worth a thousand words, 

then a video is worth a million! 

Maybe not quite, but video content is the 

preferred means of absorbing content 

for an increasing number of web visitors, 

especially those in the under-35 market. 

Hello, engagement rings! 

Furthermore, a high percentage of 

websites still don’t offer good video 

content, meaning those that do are getting 

a jump on their competitors. 

It also gives you a chance to stake a 

presence on YouTube, which is the world’s 

second-largest search engine after 

Google. Lights, camera, action, people! 

Check your load speed 

Most visitors will only give a website 

a handful of seconds to load – some 

surveys have estimated this to be less 

than three seconds. 

Yet a large number of businesses are 

losing traffic (potential customers) 

because they did not spent time and 

money to ensure their page load speed 

was reduced to within this window. 

This issue can be very easily rectified. 

There are many ways a website’s 

performance can be improved, but start 

with these six factors and you’ll be on 

the right track to making yours a more 

effective business tool. 

DAVID BROWN is co-founder and 

business mentor of Retail Edge 

Consultants.. retailedgeconsultants.com 


My Bench 

Steve Pallas 

Steve Pallas Bespoke Jewellery (formerly GN Designer Jewellers), Melbourne VIC 

Age 36 • Years in Trade 19 • Training No formal training, I learnt from my father and previous business partner • First job Diamond Affaire 

Other Father and husband 

SIGNATURE PIECE 

LA LINEAS RING 

FINALIST – MEN’S ACCESSORIES & JEWELLERY, 

JEWELLERY DESIGN AWARDS 2017 

This 18-carat white gold men’s ring features white pave-set 

diamonds with black pave-set diamonds elevated on four 

pieces. It represents the complex aesthetics of architecture. 

FAVOURITE GEMSTONE Diamonds, as I love the 

way different colours reflect from them in 

the sunlight! 

FAVOURITE METAL I am really enjoying working 

with platinum – I love the challenge to get the 

high-polished finish. 

FAVOURITE TOOL Laser machine, as it 

broadens your ability to make pieces that were 

otherwise almost impossible. 

BEST NEW TOOL DISCOVERY Laser engraver. 

BEST PART OF THE JOB The excitement of 

clients when they pick up their special piece. 

WORST PART OF THE JOB The industry not 

working together to keep a reasonable profit 

margin. 

BEST TIP FROM A JEWELLER Take your time 

and get it right. 

BEST TIP TO A JEWELLER Set yourself up with 

a good foundation and build your knowledge. 

BIGGEST HEALTH CONCERN ON THE BENCH 

Sitting for long periods of time – I’ve suffered with 

back issues as a result. To make up for all the 

sitting, I need to exercise more often. 

LOVE JEWELLERY BECAUSE Each unique piece 

has a story behind it. 


OPINION 

Soapbox 

Where is the accountability and integrity 

in the jewellery industry? 

With our industry association refusing to lead or enforce quality standards, how can 

 

The number one thing that frustrates 

me about our industry is the Jewellery 

Association of Australia (JAA), because I 

want them to create some accountability 

in the jewellery industry, as there is in 

other sectors. 

Anyone can come to Australia and sell 

jewellery pieces to retailers, but nobody 

asks the jewellers who buy that product to 

take responsibility for what they ultimately 

sell on to the consumer. 

I don’t want to criticise anyone, but it’s 

about being solutions-focused and doing 

what’s best for our industry. 

It’s up to the JAA to maintain standards 

of quality and accountability. There are 

several ways they could do this. Firstly, 

make membership mandatory for 

manufacturing jewellers and retailers 

with simple, low cost fees – say, $100 

for basic membership and platinum 

membership for $500. 

Then, create and enforce a true Code of 

Conduct with membership numbers that 

must be stamped on every product sold – 

specifically imported products. 

That way, when low-quality or faulty 

products are sold to consumers, we know 

who imported it, or who made it, and they 

can be held accountable, whether through 

a fine or a ban from trading. 

It’s about integrity. That should be the 

number-one priority for our industry. 

What is even more surprising is that other 

countries have far better protection for 

jewellery consumers. The ‘membership 

number’ hallmarking is not a new idea – 

it is used in Singapore, Turkey and even 

Afghanistan. 

In the UK, gold and silver jewellery have 

three compulsory marks: the sponsor’s 

mark (the manufacturer, importer, 

wholesaler, retailer or an individual 

who must be registered with a UK assay 

office), the guaranteed standard of 

fineness, and the assay office where 

the piece was tested and marked. 

It would be great if Australia had the 

same standards, and that is something 

the JAA should be trying to make law. 

The Gold & Silversmith Guild of Australia 

also use a hallmarking system, but 

consumers aren’t aware of this and 

the standards of the Guild should be 

universal in our industry. 

If consumers are spending $10,000 or 

$20,000 on jewellery, they deserve to 

have protection. Right now, there’s more 

accountability when you buy a toy from 

Kmart. It’s not fair to consumers and it’s 

not fair to our industry. 

Yes, our customers can go to Consumer 

Affairs and complain about a faulty or 

low-quality item – but we, as jewellers, 

should be the ones taking responsibility. 

I’d love my industry association to step in. 

They would be able to independently judge 

whether an item should be referred to a 

higher authority. 

I’d happily pay my membership fee if the 

association were able to address these 

problems. At the moment, I’m not a 

member because the $500 I was paying 

each year didn’t go towards making 

our industry more accountable and 

responsible. 

Non-members can’t be held responsible 

by the JAA. The association would say 

that consumers make the choice to buy 

from a non-member, but ultimately 

membership doesn’t mean anything 

without enforcement of standards. 

It’s frustrating. 

When consumers come to me with 

complaints about jewellery they’ve bought 

elsewhere, all I can do is write letters to 

Consumer Affairs stating what’s wrong. 

They might then get help or get their 

If consumers 

are spending 

$10,000 or 

$20,000 on 

jewellery, they 

deserve to have 

protection. 

Right now, 

there’s more 

accountability 

when you buy a 

toy from Kmart 

money back – but that shouldn’t be my 

job to do. The JAA should do that. They 

should appoint a member jeweller in 

every area to support the consumers. 

There is clearly a problem of trust 

between jewellers and our customers. I 

have heard of people spending upwards 

of $25,000 on jewellery while travelling 

overseas, with jewellers they have never 

bought from before. 

Why aren’t those customers spending 

their money with a jeweller in Australia? 

Some might assume that the price paid 

overseas was cheaper – but that is often 

not the case. 

In fact, the consumer could have 

purchased a similar item from a local 

jeweller for a lower price. That is part 

of the problem. 

Persistent discounting doesn’t work, 

particularly if you want to attract high-end 

customers. Discounting simply erodes 

trust and value. That’s another issue that 

our industry needs to address collectively, 

perhaps through our association. 

Alternatively, another type of customer 

might see a jeweller’s designs online and 

then take them to be made elsewhere. 

Intellectual property is not well-protected 

when it comes to jewellery, and that is 

another area our industry association 

could help to fix; if membership was 

mandatory, the association could 

discipline those who devalue our industry 

by copying and undercutting. 

This is our industry. If we don’t help each 

other, who is going to help us? 

Name: : Emil Ozer 

Company: Gabriel Jewellers 

Position: Owner 

Location: Castle Hill, Sydney NSW 

Years in Industry: 45 


When 2 shows 

are better than 1 

INTERNATIONAL 

J E W ELLERY & WATCH 

FAIR 



Announcing your opportunity to benefit from two shows in one 

premium location. For the very first time, the Sydney September Gift Fair, 

now called Spring Gift & Lifestyle, will run next door to the 

International Jewellery & Watch Fair in 2020. This development will 

ensure greater time efficiencies for retailers as it will allow them to 

maximise their time away from the store and is sure to open your 

business to some new possibilities! 

ICC Sydney Exhibition Centre, Darling Harbour 


Organised by

An exclusive collection of mechanical pocket 

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www. Classiquewatches.com

Jeweller - April 2020

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