Jeweller - June 2022

Retrospective: Reflecting on the significant growth of cad/cam The rarest prize: Fancy colour diamonds continue to captivate Listen up: Selling online is more viable than ever

Retrospective: Reflecting on the significant growth of cad/cam
The rarest prize: Fancy colour diamonds continue to captivate
Listen up: Selling online is more viable than ever


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JUNE <strong>2022</strong><br />

Retrospective<br />



The rarest prize<br />



Listen up<br />




SINCE 1986<br />

Honesty<br />

Integrity<br />





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AUGUST 27 – 29, <strong>2022</strong><br />

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JUNE <strong>2022</strong><br />

Contents<br />

This Month<br />

Industry Facets<br />

15 Editorial<br />

16 Upfront<br />

18 News<br />

40 <strong>Jeweller</strong>s Showcase<br />

26<br />

29<br />

56<br />

58<br />

10 YEARS AGO<br />

Time Machine: <strong>June</strong> 2012<br />


Akoya Pearls<br />

MY BENCH<br />

Danica Roderick<br />


Gerri Maunder<br />


Wind back the clock<br />

4It's been a decade of remarkable change for<br />

the Australian jewellery industry with the rapid<br />

rise of Computer Aided Design and Computer<br />

Aided Manufacturing.<br />

Features<br />

33<br />

43<br />


The digital decade<br />


Filling the fancy colour void<br />

Better Your Business<br />


Rainbow coalition<br />

4Fancy colour diamonds offer something<br />

for everyone. SAMUEL ORD examines<br />

an industry successfully rebounding from<br />

major disruptions, as the search for the<br />

next great source of supply continues.<br />

50<br />

52<br />

53<br />

54<br />

55<br />


Social listening! BETH WALKER explains how to make it work for your business.<br />


THOMAS YOUNG breaks down the core principles behind retail success.<br />


Negativity can be overwhelming. PAUL KEIJZER shares tips on handling the pressure.<br />


DAVID BROWN shares a formula for standing out amongst the crowd.<br />


HEATHER COOPER explores the many benefits blogging can bring a jewellery business.<br />


Akoya Pearls<br />

4Akoya pearls are always a popular<br />

choice for consumers as they represent<br />

classic style and sophistication.<br />

FRONT COVER This beautiful 2.88-carat diamond<br />

named "The Robin" presents a delicate mix of blue<br />

and green as a result of natural radiation during<br />

growth. Graded by GIA as Fancy Intense Blue-<br />

Green, SI2 and exhibiting a blue fluorescence, the<br />

diamond is reminiscent of an enchanting robin bird<br />

egg. The Robin is accented by two white diamonds<br />

of VS clarity totalling 1.04-carats and set in a fine<br />

platinum ring. LJ West Diamonds is a specialist in<br />

rare fancy colour diamonds with three generations<br />

of knowledge and experience, and was one of the<br />

earliest Argyle Pink Diamond authorised partners.<br />

To learn more visit: ljwestdiamonds.com<br />

<strong>June</strong> <strong>2022</strong> | 13

Fabricated Metals & Findings<br />

Discover the ultimate collection of world-famous,<br />

high-quality fabricated metals and findings<br />

1300 886 108 | AUSTRALIA WIDE<br />


Editor’s Desk<br />

Leaving the pandemic blues in the dust<br />

As the industry bounces back from the ravages of COVID-19, there have been many ‘positives’ over the past two years.<br />

ANGELA HAN says the sentiment should remain optimistic for the upcoming Sydney trade fair.<br />

I think it’s fair to say that in the depths<br />

of the global pandemic, not too many<br />

people would have predicted the<br />

international jewellery industry would<br />

have seen such an upsurge in sales.<br />

The financial results of many of the<br />

world’s largest brands during and<br />

‘after’ COVID surely surprised the most<br />

optimistic pundits.<br />

Consider for instance, the financial results<br />

by the big brands reported over the past<br />

12–18 months.<br />

For example, Pandora operates 2,700<br />

stores in 100 countries worldwide and<br />

last year reported a record revenue of<br />

$US3.5 billion ($AU5.09 billion) despite<br />

the many challenges of the second year of<br />

the pandemic.<br />

The good news has continued in <strong>2022</strong>,<br />

with Pandora revising predicted sales<br />

increases to 4-6 per cent after the release<br />

of its first quarter data.<br />

It was a similar story for Swiss luxury<br />

goods company Richemont, which<br />

reported a record all-time high full-year<br />

sales performance ending 31 March.<br />

A Richemont spokesperson has attributed<br />

the performance to the progressive easing<br />

of COVID-related health restrictions in key<br />

markets worldwide.<br />

Sales performance for the financial year<br />

<strong>2022</strong> increased by 46 per cent to €19.18<br />

billion ($AUD28.64 billion) compared with<br />

the same period in 2021 at €13.14 billion<br />

($AUD19.62 billion) and a 35 per cent<br />

increase based on a two-year difference.<br />

What’s going on in our backyard?<br />

If Retail Edge’s data from its 400-strong<br />

database of jewellery stores is anything to<br />

go by, industry optimism is well-deserved<br />

given positive results for at least six<br />

months, despite the doom and gloom<br />

‘pandemic hangover’ predicted by other<br />

retail analysts.<br />

The data collected from retailers in April<br />

shows that comparative overall sales<br />

dollars have increased by nine per cent<br />

compared with April 2021. That’s a 240 per<br />

cent increase compared with the figures<br />

from April 2020!<br />

with April 2021 but a strong 222 per cent<br />

boost compared to April 2020. It’s fair to<br />

say, the year has been better than anyone<br />

would have expected.<br />

So now with the stage set, we are only a<br />

handful of weeks away from the muchanticipated<br />

International <strong>Jeweller</strong>y Fair<br />

in Sydney (27-29 August) – and it’s been<br />

quite the wait for many.<br />

If recent industry meetings are anything<br />

to go by, this year’s fair is likely to be a<br />

landmark celebration of the trade at large.<br />

Local success stories<br />

The boutique-style Australian <strong>Jeweller</strong>y<br />

Fair was hosted in March and described<br />

by organisers and attendees alike as “an<br />

overwhelming success.” More recently,<br />

strong sales were reported at the buying<br />

days of Nationwide <strong>Jeweller</strong>s’ and<br />

Independent <strong>Jeweller</strong>’s Collective annual<br />

conferences in Queensland.<br />

Indeed, one supplier who attended both<br />

conferences reported that the sales her<br />

business had achieved was overwhelming<br />

which she put down to pent-up demand.<br />

Spread out across three days, the<br />

Nationwide event showcased 49 suppliers<br />

across 88 tables.<br />

From what we’ve been told, for the first<br />

time in the 30 years the event has been<br />

running, some buyers were asked to hurry<br />

and conclude their orders because the<br />

doors were about to close. Imagine being<br />

so busy that you have to usher out your<br />

customers before closing time!<br />

Some common feedback that has been<br />

relayed as the industry climbs back to<br />

it’s feet, is that increasing adoption of<br />

tech-based solutions (i.e. advancements<br />

in customer-relationship and stock<br />

management software) in the jewellery<br />

industry has made it easier for retailers<br />

and suppliers to accomplish all sorts<br />

of tasks – but there’s still nothing like<br />

meeting face-to-face.<br />

Online we can document a history of<br />

communication, stick with agendas and<br />

schedules, and reduce the overhead costs<br />

associated with the trade, such as travel.<br />

But what has this sacrificed in return?<br />

Indeed, one<br />

supplier who<br />

attended both<br />

conferences<br />

reported that<br />

the sales her<br />

business had<br />

achieved was<br />

overwhelming<br />

which she put<br />

down to pent-up<br />

demand.<br />

to-face communication is still far more<br />

engaging than chatting through a laggy<br />

webcam video, or strained listening to<br />

warbled audio.<br />

It’s simply easier to collaborate, innovate,<br />

and strengthen business relationships<br />

in person, not to mention being fully<br />

immersed in the experience of a product.<br />

It’s become clear through COVID<br />

that touching and feeling jewellery is<br />

important in purchasing decisions for both<br />

businesses and consumers.<br />

Sure, there’s been many creative<br />

workarounds to keep the economy moving<br />

during the pandemic – Zoom, Skype,<br />

Webex, pick your poison!<br />

And while they’ve kept us going, they can<br />

never replace the feeling of someone’s<br />

hand in your hand during a solid<br />

handshake (but don’t forget your hand<br />

sanitiser!)<br />

Of course, when it came down to businessto-business,<br />

many people learned that<br />

virtual shows were a disaster. Usually the<br />

only people who did well were the people<br />

running them, charging exorbitant fees for<br />

the privilege of sitting by a computer.<br />

What we learned from COVID and its<br />

accompanying restrictions, is that offline<br />

shopping at brick-and-mortar stores<br />

remains a critical part of life and important<br />

for one’s mental health.<br />

Seeing one another face-to-face allows<br />

us to pick up on nonverbal cues and body<br />

language in our interaction; from a simple<br />

smile to a thank-you, physical engagement<br />

help us to read between the lines and<br />

better meet one another’s needs.<br />

It’s no wonder that almost every person I<br />

speak to can’t wait to gather in August for<br />

the first Sydney trade fair in three years.<br />

While technology was an excellent<br />

temporary bridge during times of division<br />

during the pandemic, most are ready to<br />

go back to the good ‘old days’ to conduct<br />

business, shake hands and share a few tall<br />

tales… but above all, be immersed in the<br />

joy of unexpected discoveries like bumping<br />

into a friendly old face while standing in<br />

line for coffee, an experience that certainly<br />

cannot be replicated online.<br />

Comparative units sold data reveals a<br />

small decrease of 2.3 per cent compared<br />

I have come to believe, despite being a<br />

‘product’ of the digital era, that face-<br />

Angela Han<br />

Publisher<br />

<strong>June</strong> <strong>2022</strong> | 15

Upfront<br />

#Instagram hashtags to follow<br />

#pearlsjewelry<br />

170,477 POSTS<br />

#jewelrytrends<br />

1,000,000 POSTS<br />

#jewellerygifts<br />

464,000 POSTS<br />

#treasurejewels<br />

1,023 POSTS<br />

#diamondgirl<br />

124,000 POSTS<br />


Atocha Star<br />

#tiara<br />

3,400,000 POSTS<br />

#necklacedesign<br />

187,000 POSTS<br />

Alpha Order<br />

#watchesandwonders<br />

31,800 POSTS<br />

#diamondlife<br />

971,000 POSTS<br />

#pearlsnecklace<br />

43,672 POSTS<br />

Discovered in Colombia, the Atocha Star is an<br />

emerald weighing more than 25.87-carats.<br />

The gemstone was cut down to 12.72 carats in<br />

1992. The Atocha Star is 400 years old and is<br />

estimated to be worth more than $US3 million.<br />

It is currently mounted on the claws of a solidgold<br />

eagle weighing more than eight kilograms.<br />

The piece is known as The Golden Eagle. In<br />

1622, the emerald was on a Spanish treasure<br />

galleon that sank off the coast of Florida<br />

during a hurricane. American treasure hunters<br />

discovered the sunken galleon after more than<br />

15 years of searching in 1985. In May of 2016, the<br />

Golden Eagle (along with the Atocha Star) was stolen in<br />

Vancouver, Canada, while being loaded into a vehicle. The Golden<br />

Eagle had been on display at a museum and has not been<br />

recovered in the six years since the theft.<br />

Trend Spotting<br />

4A popular throwback to the 1980s<br />

has undergone a revival in popularity<br />

in recent weeks with large pearls<br />

drawing plenty of attention at a range<br />

of major fashion shows. Playfully<br />

known described as 'gobstoppers'<br />

pearl necklaces, among other items,<br />

were presented by Versace, Givenchy<br />

and Dolce and Gabbana.<br />

Image credit: Givenchy<br />

Image credit: Brilliant Earth<br />

Stranger Things<br />

Weird, wacky and wonderful<br />

jewellery news from around the world<br />

Playboy's tiara for sale<br />

4A tiara that once belonged to<br />

British aristocrat Henry Paget,<br />

the 5th Marquess of Anglesey, is<br />

being sold in by London jeweller<br />

Hancocks. Paget (1875-1905) was<br />

the original owner of the tiara<br />

which features diamonds totaling<br />

more than 100 carats. Paget<br />

inherited great wealth after the<br />

passing of his father, in excess of<br />

$AU100 million in today's money,<br />

but squandered it all within five<br />

years. The tiara was worn at the<br />

coronation of Queen Elizabeth II.<br />

Frankenstone<br />

4A 2.38 brown colour diamond<br />

has been discovered by one<br />

lucky man in Arkansas' Crater of<br />

Diamonds State Park. Adam Hardin<br />

has been searching for gemstones<br />

for more than a decade. The park<br />

is a well-known location to hunt<br />

for diamonds and is popular with<br />

tourists. Hardin has nicknamed the<br />

diamond 'Frankenstone'. A 4-carat<br />

yellow diamond was discovered in<br />

the same park last year.<br />

With consumers<br />

valuing provenance,<br />

De Beers has<br />

developed Tracr,<br />

a program that<br />

tracks diamonds.<br />

Digital Brainwave<br />

4De Beers Group CEO Bruce Cleaver has<br />

confirmed that the development of Tracr, a<br />

blockchain-based platform that aims to track<br />

diamonds from mine to retailer, was spurred<br />

on by Russia's invasion of Ukraine and the<br />

ensuing political fallout.<br />

“We’ve been working on traceability for a long<br />

time," he said. "We always thought the day<br />

would come when traceability would become<br />

an issue and that consumers would want to<br />

know exactly where the diamond had come<br />

from. We had to accelerate Tracr as a result<br />

of the Russian crisis, no question.”<br />

Campaign Watch<br />

4Brilliant Earth withdrew a promotion<br />

offering 'free diamond earrings' earlier<br />

this month following a complaint from<br />

rival retailer Blue Nile. Brilliant Earth<br />

voluntarily withdrew the advertisement<br />

as it did not disclose the fact that the<br />

diamonds offered were lab-created and<br />

not mined. Blue Nile filed a complaint<br />

to the industry watchdog, the National<br />

Advertising Division. Brilliant Earth<br />

discontinued the promotion before any<br />

formal ruling was made.<br />

One charge dropped<br />

4Fugitive jeweller Mehul Choksi<br />

has one less legal battle to face after<br />

Dominica withdrew a charge of 'illegal<br />

entry' this month. Choksi has been<br />

evading charges of fraud, totaling<br />

more than $US1.8 billion, since 2018,<br />

leaving India for Antigua and Barbuda.<br />

Last year, Choksi was charged by<br />

officials in Dominica with illegal<br />

entering the island. Choksi's legal<br />

team claims he arrived at the island<br />

as a result of a violent abduction from<br />

his home in Antigua.<br />


Published by Befindan Media Pty Ltd<br />

Locked Bag 26, South Melbourne, VIC 3205 AUSTRALIA | ABN 66 638 077 648 | Phone: +61 3 9696 7200 | Subscriptions & Enquiries: info@jewellermagazine.com<br />

Publisher Angela Han angela.han@jewellermagazine.com • Journalists Samuel Ord samuel.ord@jewellermagazine.com | Richard Chiu editorial@jewellermagazine.com<br />

Production Coordinator Lauren McKinnon art@befindanmedia.com • Advertising Toli Podolak toli.podolak@jewellermagazine.com • Accounts Paul Blewitt finance@befindanmedia.com<br />

Copyright All material appearing in <strong>Jeweller</strong> is subject to copyright. Reproduction in whole or in part is strictly forbidden without prior written consent of the publisher. Befindan Media Pty Ltd<br />

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<br />

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<br />

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<br />

arising from the published material.

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News<br />

RapNet bans Russian product<br />

Nationwide's annual conference a raging success<br />

The world’s largest online diamond trading network,<br />

RapNet, has banned the exchange of Russian-sourced<br />

diamonds from the platform.<br />

RapNet’s ban applies to all diamonds sourced from<br />

Russia after 24 February, the day the invasion of<br />

Ukraine began.<br />

The ban also includes polished diamonds<br />

manufactured outside Russia from Russian rough.<br />

Companies more than 50 per cent owned by<br />

sanctioned entities are also prohibited.<br />

Martin Rapaport, chairman of the Rapaport<br />

Group, released a statement predicting a future<br />

shortage of rough diamonds.<br />

''We are very pleased with the strong start to the year,<br />

delivering record revenue for a first quarter,” said<br />

Martin Rapaport.<br />

“Sanctions on Russia are fundamentally changing the<br />

diamond supply chain. Buyers want assurances as to<br />

the source of their diamonds,” Rapaport said.<br />

“Ethical considerations are transcending legal<br />

requirements as buyers reject Russian source<br />

diamonds cut outside of Russia.<br />

“Financial sanctions have stopped imports of rough<br />

diamonds to the cutting centers and natural diamond<br />

shortages are likely before the holiday season.”<br />

RapNet was formed in 1996 as the Internet Diamond<br />

Exchange (INDEX). Today, more than 1.8 million<br />

diamonds are listed with a total value exceeding $US8<br />

billion.<br />

This isn’t the first time RapNet has implemented a ban<br />

on the trade of diamonds based on ethical concerns at<br />

the point of origin.<br />

In 2009, RapNet suspended the trade of all Marange<br />

diamonds sourced from Zimbabwe, citing extensive<br />

human rights abuse which occurred during<br />

government crackdowns on illegal mining operations.<br />

The US and EU have hit Russia with extensive<br />

economic sanctions since the invasion of Ukraine in<br />

late February, including sanctions directly targeting<br />

Alrosa, Russia’s largest diamond mining company.<br />

Russia accounts for approximately one-third of the<br />

world’s supply of diamonds, with Alrosa responsible for<br />

mining more than 90 per cent of those diamonds.<br />

Nationwide <strong>Jeweller</strong>s’ celebrated 30 years of<br />

business with a three-day conference which has<br />

received rave reviews from attendees.<br />

This year’s conference was titled ‘Time Out-<br />

Time to Shine’ and ran from 13-15 May in<br />

Brisbane.<br />

More than 140 members representing 88<br />

stores attended while a record 49 suppliers<br />

participated in the buying conference with<br />

exhibitions spread across 84 tables.<br />

These numbers were particularly pleasing<br />

becaue only seven New Zealand members<br />

were able to attend due to pandemic travel<br />

restrictions.<br />

Nationwide general manager Glen Pocklington<br />

said it was great to see so many industry faces<br />

gathering in person again.<br />

“We are very pleasantly surprised,” Pocklington<br />

said.<br />

“The enthusiasm of members this year starting<br />

with the welcome function, and right through to<br />

our members’ dinner, was amazing. Members<br />

were truly happy to meet face-to-face again<br />

with their many friends from the Nationwide<br />

membership.<br />

“There were many highlights. The keynote<br />

speaker, our assessment of the industry and<br />

outlook for the next 12 months, our many<br />

diamond initiatives including our announcement<br />

for Forever Custom, networking during the<br />

happy hour, and of course staying in a 5-star<br />

hotel for free as a part of our member reward<br />

program.<br />

“Everyone was just so happy to be there.”<br />

This year’s keynote speaker was best-selling<br />

author Andrew Griffiths, author of 14 books<br />

on small business strategy. Griffiths spoke to<br />

jewellers about important trends impacting<br />

retailers in <strong>2022</strong>.<br />

Nationwide membership manager Erin<br />

Keller said the feedback following Griffths’<br />

presentation was glowing.<br />

“We found members were even more positive<br />

than normal about our keynote speaker, Andrew<br />

Griffiths, than we anticipated,” she said.<br />

“His down to earth marketing ideas really<br />

resonated with members. Many found<br />

themselves taking notes, and speaking later<br />

with several other members about their positive<br />

reactions, and the inspiration found from the<br />

guest speaker.<br />

“Overall, we are very pleased with the turnout<br />

from both members and suppliers, and found<br />

that besides the buying day being so successful,<br />

many were pleased to reconnect after so long.”<br />

Following two years of disruption due to the<br />

COVID pandemic, retailers and suppliers alike<br />

would be justified in feeling apprehensive about<br />

a permanent return to uninterrupted trade.<br />

Nationwide’s managing director Colin<br />

Pocklington said that after witnessing a busy<br />

buying day at the conference, the general<br />

sentiment coming from the industry remains<br />

positive.<br />

“We would have to say our members are very<br />

optimistic based on the buying day, which is<br />

expected to achieve a record result,” he said.<br />

“The buying room was busy all day, and for<br />

the first time in the group’s 31-year history,<br />

members had to be asked to conclude their<br />

ordering as the event was about to close. Whilst<br />

exact numbers will not be known for a few<br />

weeks, a number of suppliers have reported<br />

that the event was their best buying day at any<br />

group event ever."<br />

Pocklington added that many members used<br />

all of their Conference Cash allocation with up<br />

to $60,000 in interest-free finance for spending<br />

with suppliers at the buying day.<br />

18 | <strong>June</strong> <strong>2022</strong>

News<br />

‘The Rock’ falls short, Red Cross<br />

diamond sets record for yellows<br />

Featuring the delicate pink tone<br />

of Argyle pink diamonds<br />

Holding 'The Rock', a 228.31-carat pear diamond is Christie’s international head of<br />

jewellery, Rahul Kadakia. Source: Christie's.<br />

Christie’s Magnificent Jewels auction took place on Wednesday (11 May)<br />

and the lead item, a 228-carat white diamond named ‘The Rock’, was<br />

sold for more than $US21 million.<br />

The Rock is believed to be the largest polished white diamond to be<br />

auctioned. Pre-sale predictions were more than $US30 million; hoping<br />

that it would surpass a record set by a 163-carat diamond sold by<br />

Christie’s Geneva in 2017.<br />

That wasn’t to be, however, with The Rock settling for $US21,894,082<br />

($AU31,655,076), purchased by an anonymous buyer.<br />

More than 90 per cent of the items listed at the auction were sold, with<br />

sales exceeding $US69 million ($AU99 million).<br />

The second most expensive item sold was ‘The Red Cross Diamond’, a<br />

205-carat fancy intense canary yellow cushion cut diamond.<br />

Pre-sale estimates projected that the diamond would garner $US10<br />

million, a target which was comfortably exceeded as an anonymous<br />

bidder claimed the item for $US14 million ($AU20 million).<br />

In the lead-up to the auction, the diamond's owner stated that a<br />

‘significant’ portion of the proceeds would be donated to the International<br />

Committee of the Red Cross.<br />

International head of Christie’s <strong>Jeweller</strong>y, Rahul Kadakia, said registrants<br />

from more than 20 countries took part in the auction.<br />

“Weighing 228.31 carats, The Rock is the largest white diamond ever to<br />

appear for sale at auction. The final lot of the auction presented another<br />

extraordinary gemstone of over 200 carats, the sensational Red Cross<br />

Diamond," he said.<br />

“Over a century since that first sale, the diamond sold after 11 minutes<br />

of competitive bidding for 14.1 million francs ($AU20.46 million), a world<br />

auction record for a fancy intense yellow diamond.<br />

“We are delighted that a significant share of the proceeds will benefit the<br />

humanitarian efforts of the International Committee of the Red Cross.”<br />

Another item of note sold at this auction was the Fürstenberg Tiara,<br />

created by famous Austrian jeweler Gustav Flach. The tiara carries 19th<br />

century natural pearls, as well as diamonds, and early estimates hoped<br />

the item would fetch a minimum of $US400,000 ($AU578,000).<br />

The Fürstenberg Tiara was awarded to an anonymous bidder for a final<br />

price of $US2.4 million ($AU3.4 million), well-and-truly exceeding the<br />

estimate.<br />

E pink@samsgroup.com.au W samsgroup.com.au P 02 9290 2199

News<br />

Strong jewellery sales performance continue in April for Australian retailers<br />

<strong>Jeweller</strong>y retailers are four months into <strong>2022</strong> and<br />

there’s been on-going and noteworthy positive<br />

trends according to the latest data released by<br />

Retail Edge.<br />

The data collected from retailers in April shows that<br />

comparative overall sales dollars have increased<br />

by nine per cent compared with April 2021. That’s<br />

a huge 240 per cent increase compared with the<br />

figures from April 2020, however, it’s important to<br />

remember that’s when COVID-19 lockdowns first<br />

began in Australia.<br />

Comparative units sold data reveals a small<br />

decrease of 2.3 per cent compared with April 2021<br />

but a strong 222 per cent boost compared to April<br />

2020.<br />

The comparative average sale, in inventory only,<br />

continues to climb and has increased by 12 per cent<br />

compared with April 2021, climbing from $205 to<br />

$230. This pattern is the result of activity through<br />

the product categories, with growth in fine jewellery<br />

strongly influencing the average sale figures.<br />

April has demonstrated growth across many of the<br />

product categories. Further analysis of the sales<br />

dollars data reveals diamond set precious metal<br />

jewellery has increased by 17 per cent compared<br />

with the same period of time in 2021 and by 292<br />

per cent on the two-year difference looking back at<br />

2020.<br />

Colour gemstone set precious metal jewellery<br />

sales dollars have improved, climbing 15 per cent<br />

compared with April last year.<br />

That product category shows an even larger<br />

increase of 279 per cent winding back the clock<br />

to April in 2020, again, because of the impact of<br />

COVID-19 lockdowns.<br />

Retail Edge sales manager Michael Dyer said the<br />

data was pleasing: “These numbers continue to<br />

show a confident and stable consumer mindset.”<br />

“It’s heartening to see that diamond month had<br />

period growth.”<br />

Dyer added, “No stone precious metal jewellery<br />

sales dollars have also continued strongly again to<br />

be 14 per cent improved compared with April 2021,<br />

and it was an exceptional result of 253 per cent<br />

growth on the two-year difference to April 2020”.<br />

Silver and alternative metals jewellery sales<br />

dollars dipped slightly with a 2.2 per cent decrease<br />

recorded compared with April 2021.<br />

The pattern in laybys showed a decrease of nine<br />

per cent in dollars between new purchases and<br />

collections and cancellations. This is emblematic of<br />

the collection and enjoyment cycle rather than the<br />

preparation and demand cycle.<br />

This also means that anticipated cashflow will be<br />

reduced.<br />

Service and repair work demonstrates a similar<br />

pattern with a decrease of 29 per cent between<br />

incoming and pick-ups and cancellations. The<br />

special order numbers also show a similar pattern<br />

with a decrease of 22 per cent between incoming<br />

and collections and cancellations.<br />

Retail Edge’s analysis is gathered from POS<br />

software located in more than 400 Australian<br />

independent retail jewellery stores. The data is<br />

intended to present a representative sample of the<br />

wider Australian jewellery industry.<br />



Australian leading wholesaler, specialising in manufacturing<br />

9ct and 18ct yellow gold, rose gold and white gold.<br />

Machine made and hand made, any kind, chains and bracelets,<br />

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News<br />

De Beers digital platform launched<br />

De Beers' Tracr aims to provide trust in provenance for customers and traders alike,<br />

and will be used to identify inefficiencies within the value chain.<br />

De Beers Group has launched a blockchain-backed diamond sourcing<br />

platform.<br />

The program is named Tracr and aims to offer improved trust in<br />

diamond provenance for consumers and traders, and will also be used<br />

to identify potential inefficiencies within the value chain.<br />

The term ‘blockchain’ is used to describe a distributed database that<br />

is shared among nodes within a computer network. Blockchains<br />

have gained fame in recent years for the crucial role they play in<br />

cryptocurrency systems.<br />

The technology stores data in blocks that are then linked together via<br />

cryptography. Decentralised blockchains are immutable, which means<br />

the data entered is irreversible. For a program such as Tracr, this means<br />

that transactions are permanently recorded and viewable.<br />

Each participant on Tracr has their own distributed version of<br />

the platform, which allows their data to be shared only with their<br />

permission.<br />

The nature of each transaction on the platform ensures that the data<br />

cannot be tampered with when the diamond moves through the supply<br />

chain. The decentralised platform ensures its speed and scalability, with<br />

De Beers claiming the program has the ability to register one million<br />

diamonds per week.<br />

CEO of De Beers Group Bruce Cleaver said the program was only the<br />

beginning of a technology overhaul for the industry.<br />

"De Beers discovers diamonds with our partners in Botswana, Canada,<br />

Namibia and South Africa and, with our long-term investment in Tracr,<br />

we are proud to join with our sightholders to provide the industry with<br />

immutable diamond source assurance at scale.<br />

“Tracr, which will enable the provision of provenance information from<br />

source to sightholder to store on a secure blockchain, will underpin<br />

confidence in natural diamonds and represents the first step in a<br />

technological transformation that will enhance standards and raise<br />

expectations of what we are capable of providing to our end clients."<br />

In 2020, De Beers worked with five diamond manufacturers – Diacore,<br />

Diarough, KGK Group, Rosy Blue NV and Venus Jewel – and tracked<br />

100 diamonds as a part of a trial of Tracr. A digital trail was created<br />

documenting journey of each diamond as it moved from mine to cutter<br />

to polisher and finally to jeweller.<br />

The program’s development phase began in 2018 and De Beers has<br />

registered one quarter of its production (by value) on Tracr in the first<br />

three sights of the year in preparation for this first scale release.

News<br />

Nationwide <strong>Jeweller</strong>s to play crucial role in Global <strong>Jeweller</strong>s Network<br />

Three major independent jewellery buying groups<br />

have joined forces and launched a new collaborative<br />

project, the Global <strong>Jeweller</strong>s Network.<br />

Nationwide <strong>Jeweller</strong>s has entered a new<br />

collaboration with The Company of Master<br />

<strong>Jeweller</strong>s (CMJ), based in the UK and Ireland, and<br />

Independent <strong>Jeweller</strong>s Organisation (IJO), based in<br />

the USA and Canada.<br />

Representatives from the three organisations are<br />

expected to meet face-to-face for the first time in<br />

Antwerp, Belgium in September. Nationwide has<br />

more than 400 members in Australia, New Zealand<br />

and Fiji and, collectively, the three groups represent<br />

more than 1,500 independent jewellery stores<br />

across nine countries.<br />

Nationwide’s managing director Colin Pocklington<br />

said the project would present exciting new<br />

opportunities for Australian retailers.<br />

“The groups will share information on new products<br />

and suppliers. Sharing successful marketing,<br />

training and education programmes will benefit<br />

members from all three groups,” he said.<br />

“In fact, IJO has just referred to us one of their<br />

new suppliers who is achieving excellent growth<br />

amongst their members. We are working with this<br />

supplier with the aim of launching an exciting offer<br />

to members at the [Sydney] International <strong>Jeweller</strong>y<br />

and Watch Fair.<br />

“For our members, being part of a global<br />

collaboration of the leading jewellery groups in<br />

the world, representing over 1,500 stores, is a big<br />

plus. It will certainly give even more confidence to<br />

consumers when visiting one of our members.”<br />

Nationwide <strong>Jeweller</strong>s and IJO have been<br />

collaborating since the 1990s, exchanging guidance<br />

and resources. Pocklington said the two groups first<br />

explored formalising the partnership three years<br />

ago.<br />

“We have been collaborating with IJO since 1999,<br />

resulting in benefits for both of our groups. In 2019<br />

we decided that it would be a good idea to contact<br />

The Company of Master <strong>Jeweller</strong>s in the UK, to see<br />

if they would be interested in participating in a more<br />

structured three-way collaboration with Nationwide<br />

and IJO.<br />

“Following our initial contact, Erin Keller,<br />

our membership manager, visited the CMJ<br />

headquarters in Rugby, England in early 2020 to<br />

meet with their executive team.<br />

“Following the meeting with the CMJ, we then set<br />

up a series of Zoom meetings from mid-2020 to<br />

now with Jeff Roberts (IJO) and Emmet Cummins<br />

(CMJ) and myself. The launch of the Global<br />

<strong>Jeweller</strong>s Network took longer than we had hoped<br />

– with COVID lockdowns, and the need to focus on<br />

supporting members in each of our markets.”<br />

Independent <strong>Jeweller</strong>s Organisation president<br />

Jeff Roberts said his group was eager to share the<br />

knowledge they’ve acquired over more than five<br />

decades of operation.<br />

“For the past 50 years IJO has helped build<br />

successful, profitable retail jewellery stores for<br />

literally thousands of IJO business owners, their<br />

employees and their families by leveraging the<br />

combined buying power and brainpower of our<br />

group,” he said.<br />

The Company of Master <strong>Jeweller</strong>s managing<br />

director Emmet Cummins said his group would be<br />

making the most of the opportunity to learn from<br />

two established industry forces.<br />

“The CMJ hugely admires what Nationwide<br />

<strong>Jeweller</strong>s and the Independent Jewelers<br />

Organisation have achieved in their respective<br />

markets,” he said.<br />

“There are a number of areas where both<br />

organisations are considerably more established<br />

and advanced and this is of great interest to the<br />

CMJ.”<br />

The International Watch and <strong>Jeweller</strong>y Fair is<br />

scheduled for 27-29 August in Sydney.<br />

Pandora anticipates continued growth following Q1 analysis<br />

Following the release of <strong>2022</strong>’s first quarter data,<br />

the Pandora Group has revised its forecast and is<br />

now predicting sales growth of between 4-6 per<br />

cent for the year.<br />

Pandora reported record revenue in Q1, rising 21<br />

per cent on a year-on-year ‘organic basis’, a similar<br />

metric to total store sales. The company generated<br />

total sales of 5.7 billion kroner ($AU1.15 billion)<br />

in sales for the period beginning in January and<br />

concluding in March.<br />

In Q1 of 2021, Pandora reported total revenue of 4.5<br />

billion kroner ($AU910 million).<br />

The positive figures come despite the continuing<br />

burden of the COVID pandemic in some locations,<br />

as well as Pandora’s response to the invasion of<br />

Ukraine in late February. Pandora has closed all<br />

stores in Russia, Belarus and Ukraine as a result of<br />

the conflict, however, revenue generated from those<br />

locations amounted to approximately 1 per cent of<br />

total global sales in 2021.<br />

Pandora CEO Alexander Lacik said the company<br />

was anticipating more growth on the horizon.<br />

“We are very pleased with the strong start to the<br />

year, delivering record revenue for a first quarter,”<br />

said Pandora CEO Alexander Lacik.<br />

“I am encouraged by the growth opportunities we<br />

have ahead of us. For the last two years, we have<br />

invested in building a stronger organisation, and<br />

this is increasingly visible in the numbers and how<br />

we drive the company forward.”<br />

Not everyone is as optimistic about the market<br />

prospects for Pandora moving forward, particularly<br />

when it comes to online sales.<br />

Freetrade investment writer Gemma Boothroyd<br />

spoke to Professional <strong>Jeweller</strong> following the<br />

release of the Q1 figures.<br />

“Personalised products are Pandora’s crown jewel.<br />

But they might turn out to be the thorn in its side<br />

too,” she said.<br />

“Online marketplaces and social media have<br />

changed the game, and it’s turning out to be a<br />

challenge for jewellery behemoths like Pandora.<br />

“While its online sales have doubled on 2019,<br />

they’re now sitting 17 per cent below 2020’s figures.<br />

Frankly, the firm’s 2019 baseline comparable for<br />

online sales was astonishingly low given the firm<br />

was relatively slow to digitise.”<br />

Pandora is headquartered in Denmark and<br />

has extended to more than 2,700 stores in 100<br />

countries. The company employs 27,000 people.<br />

24 | <strong>June</strong> <strong>2022</strong>

News<br />

New Zealand's Floeting Diamond recognised with prestigious design award<br />

The potentially revolutionary work of New Zealand<br />

jeweller Ian Douglas has been acknowledged with<br />

an award for Product Design at the <strong>2022</strong> Red Dot<br />

Design Awards in Germany.<br />

The potentially revolutionary work of New Zealand<br />

jeweller Ian Douglas has been acknowledged with<br />

an award for Product Design at the <strong>2022</strong> Red Dot<br />

Design Awards in Germany.<br />

Douglas is the founder of The Village Goldsmith.<br />

He spent more than two decades developing what’s<br />

known as the ‘Floeting Diamond’ - a diamond-set<br />

jewellery collection without metal clasps or claws.<br />

The Floeting Diamond was launched in 2021 by<br />

VG Jewelers as an innovative approach to solitaire<br />

diamond setting. The design eliminates traditional<br />

claws, clasps and prongs which hold diamonds in<br />

their setting. Prongs impede the light return and<br />

sparkle of the diamond and obstruct the view of the<br />

gemstone.<br />

aesthetics, quality, durability, functionality, and<br />

symbolic and emotional content.<br />

The Floeting Diamond nomination featured<br />

diamond studs, a pendant necklace, and a solitaire<br />

ring.<br />

“Less is more – this formula fully applies to the<br />

jewellery series The Floeting Diamond,” the jury’s<br />

statement reads.<br />

“The focus is on sparkling diamonds, set in a way<br />

that the entire attention is drawn to the brilliance<br />

of the gemstones. Almost invisible, the bezel is<br />

remarkable for more than one reason. It is made<br />

of a special space-age titanium that is combined<br />

with high-quality gold and platinum and provides<br />

particularly long and secure hold for the cut<br />

diamonds.”<br />

The standard six-claw diamond setting technique<br />

has been used since 1886.<br />

New Zealand <strong>Jeweller</strong> Ian Douglas is the Product Design<br />

award winner at the <strong>2022</strong> Red Dot Design Awards.<br />

The Red Dot Awards feature more than<br />

18,000 design professionals, companies, and<br />

organisations from more than 60 countries each<br />

year. This year’s Red Dot jury comprised 50<br />

international designers, design professors, and<br />

journalists from 23 countries.<br />

Red Dot Product Design awards are judged on<br />

for all enquiries email:<br />

or call:

10 Years Ago<br />

Time Machine: <strong>June</strong> 2012<br />

A snapshot of the industry events making headlines this time 10 years ago in <strong>Jeweller</strong>.<br />

Historic Headlines<br />

4 Hong Kong jewellery fair bigger than ever<br />

4 Online retailers dodging GST<br />

4 Rio Tinto to share the story of its diamonds<br />

4 <strong>Jeweller</strong> Paul Dracakis awarded OAM<br />

4 Harry Winston buys back pink diamond for $17.4M<br />


Think before you post<br />

Many are only conscious of what the last<br />

‘w’ in ‘www’ stands for as they embrace the<br />

‘web’ of communication opportunities. Not<br />

being conscious of the fact everything you<br />

post instantly becomes ‘world wide’ gives<br />

people the confidence to write things they<br />

would never say in an open forum.<br />



Napoleon’s jewellery hits<br />

National Gallery of Victoria<br />

An impressive array of Napoleon Bonaparte’s<br />

belongings arrived in Australia at the National<br />

Gallery of Victoria (NGV).<br />

The collection not only includes luxurious<br />

jewellery, watches and silverware, it<br />

demonstrates Napoleon’s links to Australia.<br />

The exhibition includes jewellery and other<br />

luxury items as well as an impressive collection<br />

of furniture, paintings and ornaments.<br />

Also on display are Napoleon’s uniforms,<br />

decorative weaponry and trademark hat as well<br />

as his first wife’s (Josephine) jewellery, books<br />

and silverware, all of which showcase the powercouple’s<br />

status and wealth.<br />

The NGV worked in collaboration with The<br />

Foundation of Napoleon in Paris to lend more<br />

than 100 of its greatest treasures to the winter<br />

exhibition. Some exhibits were already housed<br />

in Australia.<br />

Bevilles <strong>Jeweller</strong>s closes<br />

Queensland stores<br />

After a five-year foray into Queensland,<br />

jewellery chain Bevilles will close its two<br />

suburban Brisbane stores by the end of July.<br />

Bevilles’ stores in Chermside and North Lakes,<br />

which opened in 2006 and 2007 respectively<br />

will close in the coming weeks as the retailer<br />

shifts its focus back to its Victorian and NSW<br />

operations.<br />

Michelle Stanton, managing director Bevilles,<br />

told <strong>Jeweller</strong> that the decision was made not<br />

to renew leases because the stores were not<br />

achieving adequate turnover, despite<br />

impressive foot traffic.<br />

<strong>June</strong> 2012<br />

ON THE COVER Changing the Face of Retail<br />

Editor’s Desk<br />

4Can you hear the noise?: “You are,<br />

obviously, holding a very different<br />

edition of <strong>Jeweller</strong>. Not only is it a<br />

bumper, 68-page issue, but it’s almost<br />

wholly devoted to the digital age.<br />

More precisely, this issue focuses on<br />

the increasing importance of social<br />

media and the role it plays in changing<br />

consumer behaviour.<br />

We all know how the internet has<br />

changed business and we’ve already<br />

witnessed the staggering growth of<br />

e-commerce. While the jewellery<br />

industry has often been accused of<br />

being slow to embrace the digital age,<br />

I believe we are witnessing another<br />

seismic shift, even though many in the<br />

industry are already way behind the first<br />

shift.<br />

My observation - not prediction! - is that<br />

social media has passed the fad stage<br />

and is now a trend, the difference being<br />

that trends are short-lived behaviour<br />

whereas a trend develops into a<br />

permanent change.<br />

The worrying thing is not only that<br />

many retailers and suppliers are so<br />

far behind that they can’t see - or fail<br />

to acknowledge - how new media has<br />

changed the way consumers shop, but<br />

that the same retailers and suppliers<br />

are going to find it almost impossible to<br />

play catch up.”<br />

Nationwide conference sizzles<br />

Nationwide <strong>Jeweller</strong>s took its annual winter<br />

conference to the toasty surrounds of Darwin<br />

this year, and reported a roaring trade and a<br />

genuinely fun experience.<br />

The buying group had announced several new<br />

products in the months leading up to the annual<br />

conference, and received impressive feedback<br />

about the new offerings from the 135 retail<br />

members that attended.<br />

Nationwide director Collin Pocklington said he<br />

was pleased with members’ response to the new<br />

initiatives, and noticed a strong interest in Gabi<br />

Tolkowsky’s new Astralis diamond cut.<br />

“[The Astralis went] exceptionally well,” he told<br />

<strong>Jeweller</strong>. “All day we had people queued up for a<br />

chance to buy them. It could quite possibly be the<br />

biggest product launch we’ve ever done.”<br />

Police raid Westfield retailer for<br />

counterfeit jewellery<br />

Police seized hundreds of counterfeit jewellery<br />

and fashion accessories in a raid on a Sydney<br />

shopping centre last week.<br />

Police allegedly discovered 172 counterfeit items<br />

on display, with more than 1,000 other counterfeit<br />

products in storage.<br />

The falsely branded goods, which included rings,<br />

earrings, watches, money clips and more, were<br />

being promoted as authentic but sold cheaply. The<br />

Hurstville store’s inventory was estimated to be<br />

worth around $300,000 if given the pricing of the<br />

products they were imitating.<br />

Police expect to charge a 34-year-old female<br />

store-owner with several offences, including<br />

selling fake trademarked goods.<br />

C<br />

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26 | <strong>June</strong> <strong>2022</strong>

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REVIEW<br />

Gems<br />

Pearls Part III: Akoya<br />

Above: Yoko London; Tasaki; David Morris<br />

Below: Mikimoto<br />

Typically round in shape, white or cream<br />

in colour with a pinkish overtone, and<br />

possessing a high lustre – Akoya pearls<br />

are a classic. For consumers of the western<br />

world, these saltwater cultured pearls are<br />

the most popular choice.<br />

Unlike the more limited oyster species<br />

that produce South Sea or Tahitian<br />

pearls, Akoya pearls may grow in any<br />

Akoya species complex consisting of<br />

the Pinctada fucata, martensii, radiata,<br />

and imbricata.<br />

These species of oyster are relatively<br />

small and generally produce pearls with<br />

an average diameter up to 8mm, and<br />

much more rarely up to 10mm.<br />

Keshi Akoya – pearls accidentally<br />

produced, as a by-product of the<br />

cultivation process – can be as<br />

small as 0.7mm.<br />

A renowned figure in the pearling world<br />

- Kokicki Mikimoto was the first to bring<br />

cultured pearls to the market after his<br />

experiments with cultivating Akoya pearls<br />

via the Nishikawa-Mise method. Mikimoto<br />

was established in 1893, followed by the<br />

consistent production of pearls circa 1916.<br />

Before these Akoya cultured pearls<br />

became commercially significant around<br />

the 1920s, pearls were only natural,<br />

rare, and very expensive. Cultivating<br />

pearls meant new demographics could<br />

now enjoy what was once reserved for<br />

the elite.<br />

By the 1960s, the pearling industry<br />

was an essential contributor to Japan’s<br />

economy following World War II. So much<br />

so that Japan introduced a prohibition on<br />

the culturing of Akoya pearls in foreign<br />

countries in an effort to keep the secrets<br />

of cultivating pearls within Japan.<br />

Eventually, a combination of factors led<br />

to the decline of Akoya pearl production<br />

in Japan and a shift, as China became a<br />

significant producer of Akoya pearls.<br />

Today, Akoya pearls are still grown in<br />

Japan and China, in Vietnam, and since<br />

1999 – right here in Australia.<br />

Unlike the Japanese and Chinese Akoya<br />

pearls - known for their thin layers of<br />

nacre (0.2mm-0.5mm) and standard<br />

bleaching and dye processes to alter<br />

colour - Australian Akoya pearls boast<br />

a longer cultivation period of 18 months<br />

(allowing thicker nacre production) and no<br />

treatments post-growth.<br />

Situated on the central coast of New<br />

South Wales, the Broken Bay pearl<br />

farm climate is ideal for the Akoya pearl<br />

species, Pinctada imbricata fucata. Here,<br />

the Australian seeders producing these<br />

Akoya pearls are trained in the way of the<br />

traditional Japanese method and receive<br />

regular visits by Japanese specialists<br />

during harvest season.<br />

In addition to their nacre quality,<br />

Australian Akoyas come in a variety of<br />

colours besides the traditional white.<br />

Akoya Pearl<br />

Produced by the<br />

Pinctada fucata,<br />

martensii, radiata,<br />

and imbricata oysters<br />

Colour: Multiple<br />

Found in: Australia,<br />

Japan, China, Vietnam<br />

Mohs Hardness: 2.5 - 4<br />

Lustre: Sharp<br />

Formula: CaCO ³<br />

Oranges, greens, dark blues, deep silvers,<br />

and light to deep golden hues all naturally<br />

occur without treatment.<br />

An on-going challenge in identifying the<br />

origin of pearls is particularly prevalent<br />

for saltwater pearls in the white to silver<br />

hue range, such as Akoyas, as they all<br />

form in various Pinctada oyster species.<br />

For a typical gemmologist without<br />

access to sophisticated laboratory<br />

equipment, examination of the drill hole<br />

remains the most useful in separating<br />

a bead-nucleated cultured pearl from a<br />

natural pearl.<br />

Upon close examination, the drill hole in<br />

an Akoya pearl will show a disconformity<br />

where the nacre ends, and an organic<br />

layer covering the shell bead begins –<br />

called the conchiolin.<br />

The layer will often be bleached and dyed,<br />

which is a common and accepted practice<br />

for Akoya pearls. This visible layer is<br />

distinct from a natural pearl's continuous<br />

concentric layers of nacre.<br />

Mikaelah Egan FGAA Dip DT<br />

began her career in the industry at<br />

Diamonds of Distinction in 2015. She now<br />

balances her role at the Gemmological<br />

Association of Australia with studying<br />

geology at the University of Queensland.<br />

Visit instagram.com/mikaelah.egan<br />

For more information on gems and<br />

gemmology, go to www.gem.org.au<br />

<strong>June</strong> <strong>2022</strong> | 29



As at 31 March <strong>2022</strong>, <strong>Jeweller</strong> was ranked 65,246, in the world, well<br />

ahead of other jewellery industry titles in more populous countries.<br />

For example, the US magazines JCK, Instore, and National Jeweler,<br />

ranked 87,514, 222,301 and 250,243 respectively, even though the<br />

population of the US is much larger than Australia.<br />


WORLD<br />


1 <strong>Jeweller</strong> Australia 65,246<br />

2 JCK USA 87,514<br />

3 Instore Magazine USA 222,301<br />

4 National Jeweler USA 250,243<br />

5 Retail <strong>Jeweller</strong> India 264,557<br />

6 <strong>Jeweller</strong>y Net Asia Hong Kong 371,672<br />

7 Diamond World India 515,279<br />

8 Professional <strong>Jeweller</strong> UK 550,812<br />

9 Solitaire Magazine Singapore 842,952<br />

10 Retail <strong>Jeweller</strong> Magazine UK 1,019,888<br />

11 Indian <strong>Jeweller</strong> India 1,077,502<br />

12 The Jewelry Magazine India 1,195,354<br />

Leaders and numbers<br />

have one thing in common...<br />

13 <strong>Jeweller</strong>y Outlook UK 1,212,803<br />

14 <strong>Jeweller</strong>y World Australia 1,226,650<br />

15 Art of <strong>Jeweller</strong>y India 1,237,318<br />

16 <strong>Jeweller</strong>y Focus UK 1,290,905<br />

17 <strong>Jeweller</strong>y Business Canada 1,388,929<br />

18 <strong>Jeweller</strong>s Network South Africa 1,436,224<br />

19 <strong>Jeweller</strong>y Monthly UK 2,196,837<br />

<strong>Jeweller</strong> has been the leading voice of the Australian and New Zealand jewellery<br />

industries for 25 years, and today we rank #1 in the world.<br />

Alexa, the independent global ranking system for measuring website traffic and<br />

readership, now ranks jewellermagazine.com as the most widely read industry<br />

publication in the world – by far!<br />

Better still, the daily time spent on jewellermagazine.com is more than 21 minutes,<br />

which far exceeds all other international publications, which average only 2–3<br />

minutes per visitor. Moreover, our ‘page views’ is miles ahead of all other industry<br />

publications.<br />

In addition, <strong>Jeweller</strong>’s social media presence dominates and our eMags boast more<br />

than 12.3 million reads.<br />

The numbers speak for themselves - follow the leader, and follow the readers too!<br />

20 Canadian <strong>Jeweller</strong> Canada 2,670,625<br />

21 The Retail Jeweler USA 3,218,391<br />

22 Preziosa Magazine Italy 3,582,030<br />

23 Gold Book Magazine Turkey 4,099,295<br />

24 Bangkok Gems & <strong>Jeweller</strong>y Thailand 4,558,422<br />

25 Hong Kong <strong>Jeweller</strong>y Magazine Hong Kong 6,296,819<br />

26 The New <strong>Jeweller</strong> UAE / India 10,992,912<br />

27 Jewel Trendz India NO DATA<br />

28 Solitaire International Singapore NO DATA<br />

29 <strong>Jeweller</strong>y Time New Zealand NO DATA<br />





WORLD<br />


1 Rapaport Magazine* USA 139,695<br />

2 Idex* Israel 370,487<br />


Denotes titles connected to diamond trading platforms / publication




Page Views is the number of times a reader visits any page<br />

on a website. A higher Page View figure the better, because it<br />

means readers are more engaged in the content. <strong>Jeweller</strong>’s<br />

Page View count of 12 leads all websites while most others<br />

can only record a single Page View before the reader leaves.<br />

Time-on-Page is the average time a reader spends on a page<br />

while Time-On-Site is how long they spend on the site each day.<br />

<strong>Jeweller</strong> leads the world with a Daily Time of 21.50 minutes,<br />

while most other publications only manage 1-2 minutes. The<br />

more time spent on a website, the better the global ranking.<br />

The Bounce Rate measures the percentage of visits that<br />

consist of only a single page view. It indicates the percentage<br />

of readers that land on a website, and immediately leave<br />

(‘bounce off’) meaning a low bounce rate is optimal. Alexa<br />

records <strong>Jeweller</strong>’s Bounce Rate at less than 25 per cent.<br />




(IN MINUTES)<br />


BOUNCE<br />

RATE<br />

1 <strong>Jeweller</strong> Australia 12.00<br />

2 Retail <strong>Jeweller</strong> India 8.60<br />

3 <strong>Jeweller</strong>s Network South Africa 6.00<br />

4 <strong>Jeweller</strong>y Business Canada 4.00<br />

5 Gold Book Magazine Turkey 4.00<br />

6 <strong>Jeweller</strong>y Net Asia Hong Kong 3.60<br />

7 Solitaire Magazine Singapore 3.00<br />

8 JCK USA 2.20<br />

9 <strong>Jeweller</strong>y Outlook UK 2.00<br />

10 The Jewelry Magazine India 2.00<br />

11 <strong>Jeweller</strong>y Focus UK 2.00<br />

12 Indian <strong>Jeweller</strong> India 2.00<br />

13 Canadian <strong>Jeweller</strong> Canada 2.00<br />

14 <strong>Jeweller</strong>y Monthly UK 2.00<br />

15 Instore Magazine USA 1.70<br />

16 Diamond World India 1.50<br />

17 National Jeweler USA 1.30<br />

18 Professional <strong>Jeweller</strong> UK 1.10<br />

19 Retail <strong>Jeweller</strong> Magazine UK 1.00<br />

20 Art of <strong>Jeweller</strong>y India 1.00<br />

21 <strong>Jeweller</strong>y World Australia 1.00<br />

22 The Retail Jeweler USA 1.00<br />

23 Preziosa Magazine Italy 1.00<br />

24 Bangkok Gems & <strong>Jeweller</strong>y Thailand 1.00<br />

25 Hong Kong <strong>Jeweller</strong>y Magazine Hong Kong 1.00<br />

26 The New <strong>Jeweller</strong> UAE / India 1.00<br />

27 Jewel Trendz India NO DATA<br />

28 Solitaire International Singapore NO DATA<br />

29 <strong>Jeweller</strong>y Time New Zealand NO DATA<br />

1 <strong>Jeweller</strong> Australia 21:50<br />

2 Retail <strong>Jeweller</strong> India 14:59<br />

3 <strong>Jeweller</strong>s Network South Africa 12.22<br />

4 <strong>Jeweller</strong>y Net Asia Hong Kong 02.60<br />

5 Art of <strong>Jeweller</strong>y India 02.49<br />

6 JCK USA 02.47<br />

7 Indian <strong>Jeweller</strong> India 02.47<br />

8 Gold Book Magazine Turkey 02.26<br />

9 <strong>Jeweller</strong>y World Australia 02.23<br />

10 Instore Magazine USA 02.12<br />

11 Diamond World India 02.03<br />

12 <strong>Jeweller</strong>y Outlook UK 01.53<br />

13 Solitaire Magazine Singapore 01.51<br />

14 National Jeweler USA 01.49<br />

15 <strong>Jeweller</strong>y Focus UK 01.32<br />

16 Professional <strong>Jeweller</strong> UK 01.28<br />

17 <strong>Jeweller</strong>y Business Canada 01.17<br />

18 The Jewelry Magazine India 01.05<br />

19 Retail <strong>Jeweller</strong> Magazine UK 00.60<br />

20 <strong>Jeweller</strong>y Monthly UK 00.34<br />

21 Jewel Trendz India NO DATA<br />

22 Solitaire International Singapore NO DATA<br />

23 Bangkok Gems & <strong>Jeweller</strong>y Thailand NO DATA<br />

24 The New <strong>Jeweller</strong> UAE / India NO DATA<br />

25 <strong>Jeweller</strong>y Time New Zealand NO DATA<br />

26 Canadian <strong>Jeweller</strong> Canada NO DATA<br />

27 The Retail Jeweler USA NO DATA<br />

28 Preziosa Magazine Italy NO DATA<br />

29 Hong Kong <strong>Jeweller</strong>y Magazine Hong Kong NO DATA<br />

2 <strong>Jeweller</strong> Australia 24.40%<br />

1 Retail <strong>Jeweller</strong> India 22.70%<br />

3 <strong>Jeweller</strong>y Net Asia Hong Kong 36.80%<br />

4 Retail <strong>Jeweller</strong> Magazine UK 45.50%<br />

5 <strong>Jeweller</strong>y Outlook UK 50.00%<br />

6 <strong>Jeweller</strong>y Business Canada 58.30%<br />

7 The Jewelry Magazine India 60.00%<br />

8 <strong>Jeweller</strong>y Focus UK 62.50%<br />

9 JCK USA 64.40%<br />

10 Art of <strong>Jeweller</strong>y India 69.20%<br />

11 Diamond World India 69.80%<br />

12 Professional <strong>Jeweller</strong> UK 72.20%<br />

13 Instore Magazine USA 72.70%<br />

14 <strong>Jeweller</strong>y World Australia 78.60%<br />

15 Indian <strong>Jeweller</strong> India 81.00%<br />

16 National Jeweler USA 82.30%<br />

17 Jewel Trendz India NO DATA<br />

18 <strong>Jeweller</strong>y Time New Zealand NO DATA<br />

19 Canadian <strong>Jeweller</strong> Canada NO DATA<br />

20 The Retail Jeweler USA NO DATA<br />

21 Preziosa Magazine Italy NO DATA<br />

22 Bangkok Gems & <strong>Jeweller</strong>y Thailand NO DATA<br />

23 Hong Kong <strong>Jeweller</strong>y Magazine Hong Kong NO DATA<br />

24 The New <strong>Jeweller</strong> UAE / India NO DATA<br />

25 <strong>Jeweller</strong>s Network South Africa NO DATA<br />

26 Gold Book Magazine Turkey NO DATA<br />

27 Solitaire Magazine Singapore NO DATA<br />

28 <strong>Jeweller</strong>y Monthly UK NO DATA<br />

29 Solitaire International Singapore NO DATA<br />











(IN MINUTES)<br />





BOUNCE<br />

RATE<br />

1 Idex* Israel 1.60<br />

2 Rapaport Magazine* USA 1.80<br />

1 Rapaport Magazine* USA 02:20<br />

2 Idex* Israel 02:06<br />

1 Rapaport Magazine* USA 54.60%<br />

2 Idex* Israel 63.70%<br />

All data collated as at 31 March <strong>2022</strong>

Concept to Customer<br />

<strong>Jeweller</strong>y Casting<br />

Casting daily in Australian gold,<br />

Australian silver and platinum.<br />

Our experts in jewellery design<br />

and finishing, offer an exceptional<br />

end to end service.<br />

1300 886 108 | AUSTRALIA WIDE<br />



CAD/CAM Report<br />

The<br />


DECADE<br />

<strong>2022</strong> CAD/CAM REPORT<br />

It’s been 10 years since <strong>Jeweller</strong> first began exploring the world of CAD/<br />

CAM technology, and its impact on the Australian jewellery industry.<br />

SAMUEL ORD winds back the clock to examine some early<br />

expectations, before surveying the state of play today.

The Digital Decade | <strong>2022</strong> CAD/CAM REPORT<br />

Once, the words<br />

‘CounterSketch’<br />

and ‘3D printer’<br />

might have<br />

been met with<br />

a confused or<br />

dismissive look.<br />

T<br />

he past 10 years have brought about<br />

remarkable advances in science and<br />

technology.<br />

In 2012, the discovery of the Higgs boson was<br />

made public. In 2019, the first image of a black hole was<br />

captured while the most notable influence on society has<br />

undoubtedly been the rise of smartphones and the impact<br />

of social media.<br />

Advances in science and technology have also reshaped a<br />

number of retail industries.<br />

It’s been a significant period of advancement for the use of<br />

technology within the jewellery industry, particularly when<br />

it comes to Computer-Aided Design and Computer-Aided<br />

Manufacturing (CAD/CAM).<br />

<strong>Jeweller</strong> published its first report in <strong>June</strong> 2012 on the state<br />

of CAD/CAM within the Australian jewellery industry.<br />

“The Australian jewellery industry is three to 10 years<br />

behind the rest of the world with its implementation of<br />

retail computer-aided design (CAD) systems, which has<br />

partly been due to our smaller market and the exclusion of<br />

global competition,” the report stated.<br />

“It’s futile to ignore the foreign invaders any longer<br />

because retailers who work with technology can deliver<br />

quality productions in less time with more competitive<br />

pricing than their competitors.”<br />

At the time, the question on the minds of retailers was<br />

whether or not CAD/CAM would become a significant<br />

‘force’ in the jewellery industry.<br />

Would it make a lasting impact on the trade, or come<br />

and go like so many other ideas once entertained as<br />

revolutionary?<br />

It didn’t take long for that question to be answered. With<br />

manufacturing costs shrinking with each passing year, the<br />

industry has increasingly embraced technology which has<br />

showcased increasingly user-friendly functionality and<br />

cost-effectiveness.<br />

Boutique comeback<br />

The Pallion Group is the largest precious metals services<br />

group in Australasia with manufacturing facilities located<br />

in Melbourne, Sydney, Hong Kong and Shenzen.<br />

Since the 1950s, Palloys – one of six entities which forms<br />

the Pallion Group – has taken pride in the expansion of<br />


3D Printing in<br />

Numbers<br />

1945<br />

The general concept<br />

of 3D printing was<br />

first described in a<br />

US short story<br />

1980<br />

Early additive<br />

manufacturing<br />

equipment was first<br />

developed<br />

1995<br />

The Fraunhofer<br />

Society developed<br />

the selective laser<br />

melting process<br />

2009<br />

Fused Deposition<br />

Modeling (FDM)<br />

printing process<br />

patents expired<br />

2020<br />

Entry level 3D<br />

printers dropped<br />

below $US200,<br />

leading to an influx<br />

of recreational users<br />

Right to left: Palloys was one of the first Australian countries to embrace<br />

CADCAM; Intricate designs created by Palloys. Image credits: Palloys<br />

jewellery casting, custom jewellery production and CAD/<br />

CAM services on offer.<br />

Palloys was an early adopter of CAD/CAM and in 2012, was<br />

one of the first companies to share insight with <strong>Jeweller</strong> on<br />

the rise of the technology in the jewellery industry.<br />

Ten years ago, head of operations, Manuel Kalergis, had<br />

this to say about the future of the trade.<br />

“You’ll see CAM wax printing getting smoother and<br />

turnaround times for CAD drawing reduced,” Kalergis said.<br />

“In the next few years, you’ll also see the rise of Direct<br />

Metal Laser Sintering (DMLS) an additive rapid prototyping<br />

process that builds up metal using a laser.<br />

It's futile to ignore the foreign invaders any longer<br />

because retailers who can work with technology can<br />

deliver quality productions in less time with more<br />

competitive pricing than their competitors.<br />

“The laser fuses powdered metal layer by layer by<br />

scanning cross sections generated from a CAD file. DMLS<br />

technology bypasses the casting process all together<br />

and will produce stronger products, comparable to CNC<br />

manufacturing.”<br />

One decade later, Palloys operations manager Chris Botha<br />

says those predictions were close to the mark but not quite<br />

in line with what was to come, showcasing that advances<br />

in technology aren’t always linear.<br />

“Interestingly, the improvement we foresaw in CAM wax<br />

printing seems to be more observable in resins. Resin<br />

machines have become exponentially cheaper over the<br />

past 10 years,” he says.<br />

“Moreover, casting processes have greatly improved,<br />

facilitated by keeping our hardware up to date and of the<br />

highest quality.<br />

“Additionally, vacuum-vibration technology and<br />

overpressure technology have also improved. Direct Metal<br />

Laser Sintering (DMLS) has not dropped in cost enough yet<br />

to become accessible in the mainstream market, but we<br />

anticipate this will happen over the next 5 years.”<br />

Palloys is currently investigating an investment in DMSL<br />

technology.<br />

34 | <strong>June</strong> <strong>2022</strong>

Wax injection. Make it easy.<br />


The Digital Decade | <strong>2022</strong> CAD/CAM REPORT<br />

Left and middle: Sprue trees<br />

created by Palloys as a part of the<br />

casting process.Image credits:<br />

Palloys Right: Models created using<br />

3D printing by Morris and Watson.<br />

CAD/CAM has been lauded as a way of bringing ‘in-house’<br />

manufacturing back for jewellers.<br />

Botha says that remains one of the most promising aspects<br />

of the trade.<br />

“I am starting to see more of a boutique industry for CAD/<br />

CAM in the coming years,” he says.<br />

“Previously, the industry demanded workshops of hundreds<br />

of people, whereas now some workshops only require a<br />

single person, with their own printer and doing their own<br />

work.<br />

“Even if just for prototyping, the CAD/CAM industry is<br />

becoming a more accessible industry.<br />

“The CAD software industry is moving towards a future where<br />

consumers have greater control and autonomy. With the<br />

constant technological evolution, now there are many more<br />

user-friendly, lower-cost options available for users in terms<br />

of 3D Printers.<br />

“There will be an amalgamation between the handmaking<br />

jeweller and the CAD designer, moving forward. We have<br />

already begun observing this trend in our own client base.”<br />

Rapid Prototyping Services production manager Ben Farago<br />

agreed with this sentiment but says that for those exploring<br />

CAD/CAM production for the first time, it’s crucial to avoid<br />

the common pitfalls.<br />

“I think everyone in the trade knows the general direction<br />

things are heading in the future, the advancements have<br />

been steady and consistent,” Farago says.<br />

He also emphasised the importance of research and<br />

forwarding planning when it comes to production.<br />

Chemgold<br />

Based in Sydney, Chemgold aims to offer the solution to any<br />

jewellery manufacturing dilemma - by offering all precious<br />

metal products and services; casting, refining, fabricated<br />

alloys and mounts paired with a catalogue consisting of<br />

thousands and thousands of designs.<br />

Chris Botha<br />

Palloys<br />

"CAD/CAM has<br />

brought a whole new<br />

level of people into the<br />

industry, for people<br />

who did not previously<br />

have the skillset, CAD/<br />

CAM gives them the<br />

chance to express<br />

themselves. "<br />

Darren Sher<br />

Chemgold<br />

"Providing a client<br />

with up-to-date<br />

information on the<br />

status of an order in<br />

the manufacturing<br />

process is highly<br />

valued. "<br />

Alession Farnetani<br />

Riacewax<br />

"Today, what we are<br />

capable of producing<br />

wih injectors, it was<br />

the stuff of dreams<br />

back then [2007]."<br />

Chemgold was a notable contributor to the 2012 CAD/<br />

CAM report. At the time director Larry Sher highlighted the<br />

opportunity technology presents jewellers when it comes to<br />

avoiding expensive local labour costs: “There are far more<br />

opportunities for jewellers to be able to create whatever they<br />

require.”<br />

He added: “Chemgold has exciting developments in the<br />

pipeline and aims to be a leader in the development of<br />

new technologies for the jewellery industry. Advances in<br />

technology are increasing at a rapid rate, which will only<br />

improve the speed and resolution.<br />

"Previously, the industry demanded workshops of<br />

hundreds of people, whereas now some workshops<br />

only require a single person, with their own printer<br />

and doing their own work. "<br />

“To remain competitive, the majority of jewellers will need<br />

to embrace CAD/CAM by outsourcing the design aspect<br />

to companies such as ours, along with learning to use the<br />

software themselves if they choose.”<br />

In the years since that statement, Chemgold has significantly<br />

invested in staff training to account for rising demand, with<br />

jewellers increasingly utilising Chemgold’s CAD-based<br />

libraries.<br />

Today, Chemgold’s director Darren Sher says he continues to<br />

be impressed by the rapid rate at which the industry adopts<br />

advances.<br />

“I believe that CAD programs will become more and more<br />

user friendly,” he says.<br />

“We’re going to see printers reach higher resolutions and<br />

faster printing. There will inevitably be developments in<br />

software for job tracking for the customer too. Providing a<br />

client with up-to-date information on the status of an order<br />

in the manufacturing process is highly valued.”<br />

36 | <strong>June</strong> <strong>2022</strong>

With the increase in popularity of the technology<br />

Sher says there is always a need to train and hire<br />

staff to service demand and services.<br />

“We are also continuously building on our<br />

database for our staff to ensure any [updated]<br />

information is easily accessible.<br />

“With jewellers and stores, in general, being<br />

extremely busy we have found that using a<br />

one-stop-shop for CAD/CAM suits many of<br />

our customers who can use all or some of<br />

the services for jewellery production – from<br />

designing, printing, casting, moulds, finishing<br />

and setting.”<br />

World of wax<br />

One name we may soon be hearing more often is<br />

Riacetech. The business was founded in 2006 by<br />

Giovanni Lejkowski and is based in Arezzo, a city<br />

in eastern Tuscany in Italy.<br />

Riacetech creates innovative wax injectors which<br />

provide companies in the casting industry with a<br />

range of functionalities and compatibilities.<br />

Technical sales engineer Alessio Farnetani told<br />

<strong>Jeweller</strong> that what’s capable today with wax<br />

injectors would have been considered fanciful a<br />

little more than a decade ago.<br />

“Our wax injectors were first created in 2006 and<br />

the business was started in 2007. Today, what we<br />

are capable of producing with the injectors, it was<br />

the stuff of dreams back then,” he says.<br />

“A lot of the advances come down to things<br />

like network connectivity and improvements in<br />

user-friendly access. Today, it’s very much easy<br />

to begin making creations compared with what it<br />

was like not too long ago.<br />

“Improving user experience has always been<br />

important for us, as is increasing the efficiency<br />

of use, both to cut down on waste in an<br />

environmental sense and also to save money for<br />

the creator financially.”<br />

Riacetech serves clients both in and out of<br />

Europe, with a number of Australian businesses<br />

currently utilising the company’s wax injectors.<br />

Farnetani says that his sector has undergone a<br />

rapid rise and fall in orders since the ‘conclusion’<br />

or winding down of the COVID pandemic.<br />

“For our business, the flow of orders we’ve had in<br />

recent months, I would describe as sort of like an<br />

elastic band,” he says.<br />

Above: Riacetech's<br />

Bi Hydro Endura is<br />

controllable from<br />

a colour touch<br />

screen, and is<br />

able to produce<br />

about 480 3D<br />

hollow pieces of<br />

small and medium<br />

size each day.<br />

Right: Creators<br />

use a touch<br />

screen interface<br />

to operate the<br />

injectors. Image<br />

credits: Riacewax<br />

Your Casting Specialist<br />

Experience exceptional quality & service<br />

• Casting All Alloys Daily<br />

• Waxes, Moulds & Mounts<br />

• Design, 3D Printing & Finishing<br />

1300 984 751<br />

Unit 37, 34-36 Ralph St, Alexandria, NSW 2015<br />

sales@chemgold.com | www.chemgold.com<br />

Follow us



Pure Casting from Concept to<br />

Completion providing premium<br />

quality castings, mould-making,<br />

CAD CAM and Finishing.<br />

Backed by many years of experience<br />

and the latest technology and<br />

equipment (including Envisiontec<br />

Resin Printing) we are able to supply<br />

specialised service to your business.<br />

“Ready to take your jewellery<br />

from Concept to Completion!”<br />

“Did you know we can also<br />


25 Sydney Street, Marrickville NSW 2204<br />

PO Box 263, Marrickville NSW 2204<br />

cad@purecasting.com.au<br />

info@purecasting.com.au<br />

Left to right: Riacetech introduced<br />

lean production systems with the aim<br />

of eliminating waste; Wax moulds<br />

created by Riacetech.<br />

“Everything of course slowed down to a halt during<br />

COVID, and then when business resumed everyone<br />

rushed to get their orders in and we were very,<br />

very busy.<br />

“Now we’ve completed that surge of orders and<br />

things have dried up again somewhat, but we’ve<br />

completed our projections for the remainder of<br />

the year and our outlook is positive and we’re<br />

confident we’re heading in the right direction.<br />

“I can’t speak for everyone, of course, but I think<br />

that’s been a common experience for a lot of<br />

engineering businesses such as ours.<br />

The company is expected to showcase its products<br />

at the upcoming Sydney trade fair, and Farnetani<br />

says he hopes to gain some long-term Australian<br />

clients.<br />

“Because this industry is always advancing and<br />

improving, it’s never a one-and-done type of thing<br />

with our products, the newest improvement is<br />

always right around the corner,” he explains.<br />

Lessons learned<br />

Rapid Prototyping Services, based in Sydney, also<br />

works with wax – offering printing and casting<br />

services along with CAD/CAM manufacturing of<br />

precious metal products and 3D printing.<br />

Farago told <strong>Jeweller</strong> that last year’s pandemic and<br />

the restrictions on public gathering highlighted<br />

some important trade principles, such as the<br />

value of an up-to-date and user friendly website.<br />

So, what does the future hold?<br />

Over the past decade, the largest change in the<br />

CAD/CAM industry has been the reduction of cost<br />

required to utilise manufacturing technologies.<br />

A method that was once restricted to the largest<br />

of companies quickly opened up as technology<br />

evolved, and new, jewellery-specific products and<br />

programs arrived on the market.<br />

The <strong>Jeweller</strong> 2012 report forecasted these<br />

changes and concluded with an urgent call to<br />

retailers.<br />

“CAD is growing quickly. With this sort of<br />

technology around the corner, how can retailers<br />

ignore it?” the report asked.<br />

“The future of everyday-CAD is almost here and<br />

grows closer by the day. When toy companies like<br />

LEGO, and furniture conglomerates like Ikea, are<br />

already developing CAD-based software for the<br />

everyday user, it’s obvious that something big is<br />

just around the corner.<br />

“So, what does the future hold?<br />

"CAD is growing quickly. With this sort<br />

of technology around the corner, how<br />

can retailers ignore it?"<br />

"Retailers who choose to embrace CAD technology<br />

as a part of their forward planning will benefit<br />

greatly from this shift in the way that consumers<br />

buy jewellery just as retailers who choose not to<br />

embrace it will stay exactly where they are.”<br />

According to Palloys’ Botha the industry at large<br />

has heeded this message.<br />

“The acceptance and adoption rate of CAD/CAM<br />

jewellers has been extremely high. At this point,<br />

most companies use CAD and CAM – this has<br />

exceeded my expectations by far,” he says.<br />

“CAD/CAM has bought a whole new level of people<br />

into the industry; for people who previously did not<br />

have the resources or the skillset, CAD/CAM gave<br />

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them the opportunity to express themselves.<br />

“There has been widespread uptake of CAD/CAM services.<br />

"At Palloys, we had customers who came to us with no knowledge about<br />

CAD/CAM services, but just with a dream of seeing their drawing or idea<br />

brought to life.<br />

“It has given the trade a newer, more interesting life, as these designers<br />

challenge the status quo.<br />

Chemgold’s Sher echoed this sentiment and says that Australia’s<br />

attitude towards technology in jewellery manufacturing in particular has<br />

improved in recent years.<br />

“We believe that with the what has unfolded during the pandemic,<br />

mostly regarding the freight, but, also the quality and after-sales issues<br />

that occurred during that time, a lot of manufacturers/stores decided to<br />

opt for Australian made,” Sher says.<br />

“Not only is it a great selling point for most of the market, it’s also<br />

reduced their turnaround time greatly.<br />

"Customers always value something being made locally and delivered<br />

much quicker than any overseas competitor.<br />

"The quality and attention to detail have also been a big turning point for<br />

most of our customers as they receive the piece they require correctly<br />

the first time around in a quick turnaround.<br />

“Apart from this, they also enjoy the benefits of a much higher level of<br />

after-sales service.<br />

“We have seen a mass number of manufacturing roles open in the<br />

industry the past few years with jewellers and setters and CAD<br />

designers being in high demand across the country.<br />

"This shows that there is a lot more interest in bringing manufacturing<br />

back to Australian shores and keeping it here.”<br />

From the time of the first <strong>Jeweller</strong> CAD/CAM report until today, a<br />

remarkable amount of industry advancement and change has occurred.<br />

With costs continuing to decrease and capabilities continue to improve,<br />

the next decade appears primed to create manufacturing possibilities<br />

that a jeweller today would believe is a mere fantasy.<br />

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ELLSON<br />

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Metals: Sterling<br />

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Annette Ellson<br />

Perth, WA<br />


Butterfly Necklace<br />

Metals: 14-carat gold,<br />

sterling silver<br />

Gemstones: Pearl<br />

Nicki Cliff<br />

Auckland, NZ<br />


THE SUN<br />

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Metals: 18-carat<br />

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<strong>June</strong> <strong>2022</strong> | 41


Fancy Colour Void<br />

Image: De Beers<br />

Colour diamonds have increasingly become a consumer favourite, reaping great rewards<br />

for retailers. Will their popularity continue and where will new sources come from?<br />

SAMUEL ORD surveys the landscape with a range of industry voices.<br />

It’s impossible, of course, for anyone to provide<br />

an accurate figure on just how many diamonds<br />

unearthed meet the requirements to be classed<br />

as fancy colour, however the widely cited number is<br />

one in 10,000.<br />

Of those that are unearthed, the vast majority are yellow<br />

or the common brown. More than 70 per cent in fact!<br />

Then there are the far rarer colours that are currently<br />

commanding record levels of interest at auction - the<br />

blues, greens, violets, blacks, purples, reds and of<br />

course, pinks.<br />

The rarity, combined with the beauty of these gemstones,<br />

makes them a prize to any passionate collector.<br />

William Gant, LJ West managing director, says it’s a<br />

volatile time for the industry around fancy colour<br />

diamonds, however, the gemstones themselves remain<br />

as highly valued as ever.<br />

“As the recent upheavals in geopolitics and equities and<br />

crypto markets have shown, volatility is frighteningly high<br />

everywhere you look,” Gant says.<br />

“But premium fancy coloured diamonds have remained a<br />

stable and growing asset that weathers such storms, and<br />

continues to grow in value.<br />

Gant continued by highlighting the importance of retailers<br />

and suppliers alike to remain adaptive.<br />


Fancy Colours<br />

2009<br />

Tiffany & Co.<br />

acquired exclusive<br />

rights to yellow<br />

diamonds<br />

unearthed at the<br />

Ellendale Mine<br />

59.60<br />

The weight in<br />

carats of the Pink<br />

Star diamond,<br />

which was<br />

auctioned in 2017<br />

for $US71.2 million<br />

12 million<br />

The estimated<br />

value of the Pink<br />

Jubilee, a 12.76<br />

carat Argyle pink<br />

diamond<br />

“The global pandemic forced a period of adjustment on the<br />

industry as a whole, by limiting travel and trade fairs,” he<br />

added.<br />

“But this also presented opportunities as demand<br />

remained strong and disposable income was high from<br />

lack of travel. Those who adapted to digital or remote sales<br />

methods have performed very well.”<br />

State of play<br />

In <strong>June</strong> last year, <strong>Jeweller</strong> published a comprehensive<br />

review of the market, and with increased optimism<br />

spreading with the removal of the shackles of the global<br />

pandemic, experts gazed into their crystal balls and eyed a<br />

positive rebound in <strong>2022</strong>.<br />

“We are looking optimistically forward to a revitalised<br />

market in <strong>2022</strong>,” Fancy Colour Research Foundation<br />

(FCRF) CEO Miri Chen told <strong>Jeweller</strong> last <strong>June</strong>.<br />

It’s the kind of good news the industry loves to be told -<br />

but has this been the case? The natural colour diamond<br />

industry has faced increasing pressure in recent years on<br />

more than one front.<br />

The man-made diamond industry has continued to apply<br />

competitive pressure as it searched for manufacturing and<br />

technological advances.<br />

This has been paired with a new kind of influence precious<br />

gemstone manufacturers and retailers are witnessing,<br />

which is the rise of the ‘conscientious’ consumer; people

De Beers<br />

who want to not only be told that products are coming<br />

from the ethical origins – they expect retailers to be able<br />

to prove it.<br />

The conscientious consumer is fickle and once you’ve<br />

lost them, they’re difficult to win back. Following Russia’s<br />

invasion of Ukraine in late February, these consumers<br />

have turned their attention to Russian diamonds and<br />

many major retailers have been forced to respond by<br />

banning their sale.<br />

Rolling with the punches<br />

With three months of <strong>2022</strong> FCRF data open for analysis,<br />

Chen recently spoke with <strong>Jeweller</strong> and said all indicators<br />

remain optimistic despite recent unexpected pressures.<br />

“In light of the COVID lockdowns in China and the war<br />

in Ukraine, the market no longer expected such a sharp<br />

recovery, so in that regard, it’s exceeding expectations,”<br />

Chen says.<br />

“In the first quarter of <strong>2022</strong> the average price of fancy<br />

colour diamonds across the board rose by one per cent<br />

led by pinks at 1.3 per cent and yellows at 0.7 per cent.<br />

“But this also presented opportunities as<br />

demand remained strong and disposable<br />

income was high from lack of travel. ”<br />

“This continues the rise in the price of 89 per cent of all<br />

fancy colour categories in 2021.”<br />

Western Australia has been home to some of the<br />

world’s most highly sought yellow and pink fancy colour<br />

diamonds.<br />

Ellendale Diamonds director Christopher Soklich says<br />

that from an Australian perspective, <strong>2022</strong> is off to a<br />

respectable start.<br />

“In a marketplace that is continually changing due to<br />

social and economic circumstances, it is important to<br />

be agile, have a point of difference and that continuity<br />

and reliability across all aspects of your business gives<br />

confidence to your end client,” Soklich says.<br />

“Whilst this can be difficult to navigate in the current<br />

climate your perseverance and diligence will help you<br />

reap the rewards.<br />

“We have encountered a solid start to <strong>2022</strong>. It has not<br />

been without its challenges in an ever-shifting landscape,<br />

where thinking on your feet and being able to be<br />

adaptable to the challenges presented by the pandemic<br />

Graff<br />

Leibish<br />

David Morris<br />

Malpani Jewels<br />

have been a must.<br />

“As confidence begins to return, restrictions are lifted<br />

and freedoms are returned, we expect to see a continuing<br />

resurgence in sales.”<br />

Fancy colour pink diamonds are regarded as the rarest in<br />

the world. Approximately 90 per cent of these diamonds<br />

have been unearthed in the Kimberley region of Western<br />

Australia.<br />

Soklich said he can’t see any challengers any time soon to<br />

the status and prestige held by pink diamonds.<br />

“Our natural Argyle pink diamonds continue to be sought<br />

after as the princess of the coloured diamond world,” he<br />

says.<br />

“With less available due to the Argyle Diamond mine<br />

closure, we expect to see demand continue to increase for<br />

these rare and resplendent stones.<br />

“Clients are now being tempted by alternative cuts such<br />

as pear and cushion styles, although the round brilliant<br />

cut diamond remains the most popular request. We have<br />

also seen a surge in requests for larger natural yellow<br />

diamonds with pear cuts coming out on top.”<br />

LJ West’s Gant agreed with Soklich and says the<br />

popularity of Argyle product has only increased.<br />

“Pink and violet diamonds, particularly from the Argyle<br />

deposit, have been in very high demand in Australia,” he<br />

says.<br />

“This is likely to continue for some time as these stones<br />

are as collectable as they are beautiful. Demand has<br />

been strongest for Argyle-certified stones, but these are<br />

becoming rarer.<br />

“The vast majority of Argyle’s diamonds are not certified:<br />

there has been a growing popularity for stones that have<br />

independent origin certification confirming their Argyle<br />

provenance – we expect this trend to continue and the<br />

value to grow.”<br />

Gant says the hunt for the next big source of fancy colour<br />

diamonds remains alive.<br />

“Diamond mining has been predicted to grow over the<br />

next couple of years, with locations such as Namibia<br />

getting some attention,” he added.<br />

“However, there is no ‘next Argyle’ to be found anywhere<br />

as yet – the world waits with bated breath!”<br />

Russia?<br />

It was once suspected the search for a new source of<br />

fancy colour stones may end in Russia.<br />

44 | <strong>June</strong> <strong>2022</strong>

Filling the Fancy Colour Void | COLOUR DIAMOND FEATURE<br />

Salt and Pepper Diamonds; Melanie Katsalidis<br />

Russian company Alrosa is the world’s largest producer of<br />

rough diamonds and fancy colour gemstones account for<br />

less than one-tenth of a one per cent of the company’s total<br />

output.<br />

In February of 2020, Rebecca Foerster, the former president<br />

of Alrosa’s USA branch, hinted at the company’s plans to<br />

claim a larger stake in the colour market.<br />

“Alrosa deposits are known not only for their colourless<br />

diamonds, but also for a variety of rough coloured<br />

diamonds. Our cutter’s unique skills allow us to turn them<br />

into high-quality diamonds," she said.<br />

“A closed production cycle guarantees the origin of each<br />

stone and allows us to track its path from its birth in<br />

Earth’s mantle.<br />

"With these advantages, Alrosa may well become a world<br />

leader in the coloured diamonds market."<br />

Following the invasion of Ukraine two years later in<br />

February of this year, it’s safe to see those ambitions have<br />

been put on ice.<br />

Retail titans Signet <strong>Jeweller</strong>s, said to be the world’s largest<br />

diamond retailer, announced that it will no longer source<br />

diamonds originating from Russia as a response to the<br />

conflict. Tiffany & Co and other retailers, large and small,<br />

have taken similar stances.<br />

FCRF’s Chen says the absence of Russian and Chinese<br />

influence on the market will be two of the biggest factors in<br />

the months to come.<br />

“We expect the demand for yellow diamonds to continue,<br />

especially with the boycott on Russia that significantly<br />

affected the supply of yellow diamonds,” she says.<br />

“And when the Chinese, who are in lockdown and with<br />

travel restrictions due to COVID, will return to the market,<br />

we will see an increase in demand.<br />

“In terms of specific inventory trends, we can see that the<br />

leading companies have been buying more fancy colour<br />

diamonds and increasingly incorporating it into their<br />

collections, and even using yellow diamonds in engagement<br />

rings.”<br />

Dabbling<br />

Fancy colour diamonds occupy a smaller segment in<br />

the cultural zeitgeist compared to white diamonds and<br />

for many retailers, that can make them intimidating to<br />

approach as a product for the first time.<br />

Salt and Pepper Diamonds has been part of the Australian<br />

jewellery industry since the 1950s and today, sell an<br />

intriguing range of naturally flawed gemstones. Owner and<br />

Fancy Colours in<br />

Numbers<br />

0.01%<br />

Approximately<br />

one in every 10,000<br />

diamonds mined is<br />

fancy colour<br />

250 million<br />

The estimated value<br />

of the legendary<br />

Hope Diamond<br />

1867<br />

The year the Eureka<br />

Diamond was<br />

discovered in South<br />

Africa, believed to<br />

be the first recorded<br />

fancy colour<br />

616<br />

The weight in<br />

carats of the<br />

yellow Kimberley<br />

Octahedral, the<br />

largest natural fancy<br />

colour diamond<br />

1985<br />

The year the Argyle<br />

Mine was opened in<br />

Western Australia,<br />

source of 90 per cent<br />

of the world's supply<br />

of pink diamonds<br />

jeweller Brendan Cunningham says maximising the unique<br />

nature of the diamonds is the key to success.<br />

“My advice to a jeweller considering entering the fancy<br />

colour market for the first time would be to explore fancy<br />

shapes,” he advises.<br />

“The less likely it is that a customer can compare a stone<br />

you offer with one offered by your opposition, the less likely<br />

it is that they will shop around. That sounds pretty blunt!<br />

But the internet has made it particularly easy to compare<br />

the prices of white diamonds. Our current trend cut is the<br />

pear shape.<br />

“People are after unique diamonds, although our strength<br />

is in naturally flawed diamonds which we are still seeing<br />

strong growth we have also ventured into reasonably priced<br />

natural colours like browns and yellows.<br />

We expect the demand for yellow diamonds to<br />

continue, especially with the boycott<br />

on Russia that has significantly<br />

affected the supply of yellow diamonds.<br />

“Some diamonds even have reddish characteristics. One<br />

very cool diamond we found hidden in a parcel with a strong<br />

orangish reddish inclusion. At the right angle, it looks like a<br />

heart, it’s remarkable.”<br />

Similar to other industry voices, Cunningham remains<br />

optimistic about the future of the fancy colour market,<br />

despite the wide variety of pressures it faces.<br />

“There has been a lot of talk, especially amongst<br />

the manufacturers in India, around price increases,”<br />

Cunningham says.<br />

“There’s a shortage of rough and demand is very high.<br />

From our perspective, we still have to manage to negotiate<br />

reasonable deals while also finding a way to still offer<br />

competitive prices that encourage decent retail margins.<br />

“That’s the balance for us, as it is for any jewellery retailer.”<br />

Educate<br />

Harsh Maheshwari, director Kunming Diamonds, echoed<br />

this sentiment and says it’s thrilling to see the enthusiasm<br />

around the rare diamonds increasing each year.<br />

“Fancy colours have had a steady and healthy growth in the<br />

past year,” he says.<br />

“Consumers' knowledge has exponentially heightened<br />

about natural colour diamonds, which subsequently has<br />

46 | <strong>June</strong> <strong>2022</strong>

Natural Coloured<br />

D I A M O N D S<br />

l o S t r i v e r d i A m o n d S i S A n A u S t r A l i A n o W n e d b u S i n e S S S u p p ly i n g<br />

C o l o u r e d d i A m o n d S t o l o C A l j e W e l l e r S f o r o v e r 3 0 y e A r S .<br />

S u p p l i e r o f :<br />

A r g y l e C e r t i f i e d p i n k d i A m o n d S | r i o C e r t i f i e d C h A m pA g n e d i A m o n d S | r i o C e r t i f i e d W h i t e d i A m o n d S<br />

n At u r A l C o l o u r e d d i A m o n d S - y e l l o W , o r A n g e , g r e e n | W h i t e m e l e e | u n i q u e C o l o u r e d d i A m o n d j e W e l l e r y<br />

3 / 1 0 5 S t g e o r g e S t C e , p e rt h WA 6 0 0 0 | 0 8 9 4 8 1 0 5 2 6 | troy@lostriverdiamonds.com | www.lostriverdiamonds.com

Filling the Fancy Colour Void | COLOUR DIAMOND FEATURE<br />

Left to right: Le Vian; Leibish; De Beers; Kunming<br />

led to soaring demand in key colours such as pinks and blues, and<br />

with JLo's [Jennifer Lopez’s] new green diamond ring, that has<br />

started trending.<br />

“The confidence in entering the fancy colour category is gained by<br />

choosing the right supplier or having the right information.<br />

“Don't shy away from sharing knowledge! It adds another layer to<br />

the story of every purchase you make.”<br />

Ellendale Diamonds’ Soklich says informing the customer about<br />

the history of a diamond is crucial.<br />

1.58ct | $2844+gst<br />

“Education and marketing strategies are of great importance when<br />

considering entering the fancy-coloured diamond market, being<br />

able to understand the natural beauty, boundless design concept<br />

options for unique pieces to be created and detail this to your<br />

clients is key to successful sales,” he says.<br />

More accessible<br />

At the highest end of the market, there are many reasons to feel<br />

optimistic about the sector following recent auction results.<br />

The world’s largest blue diamond, the De Beers Cullinan Blue, was<br />

recently sold at auction for $US57.47 million ($AU80.96 million)<br />

at Sotheby’s in Hong Kong. The 15.10-carat step-cut gemstone<br />

was expected to go for $US48 million with pre-sale estimates<br />

comfortably surpassed.<br />

Meanwhile at Christie’s Magnificent Jewels auction on 11 May,<br />

The Red Cross Diamond, a 205-carat fancy intense canary yellow<br />

cushion cut diamond was sold at a record-breaking price.<br />

Pre-sale estimates projected that the diamond would garner<br />

$US10 million, a target which was comfortably exceeded as an<br />

anonymous bidder claimed the item for $US14 million<br />

($AU20 million).<br />

It’s a fascinating aspect of the fancy colour industry, however<br />

naturally, it’s explored by only the ultra-wealthy. That exclusivity



5.11 CARATS<br />

14.82 CARATS<br />

100.09 CARATS<br />

5.03 CARATS<br />

Moussaieff Red<br />

The Orange<br />

Graff Vivid Yellow<br />

The Aurora Green<br />

$US15 million<br />

Christie's, 2014<br />

$US35.5 million<br />

Christie's, 2013<br />

$US16.3 million<br />

Sotheby's., 2014<br />

$US16.8 million<br />

Christie's, 2016<br />

59.6 CARATS<br />

15.8 CARATS<br />

14.62 CARATS<br />

555.55 CARATS<br />

The Pink Star<br />

The Sakura<br />

Oppenheimer Blue<br />

The Enigma<br />

$US71.2 million<br />

Sotheby's, 2017<br />

$US29 million<br />

Christie's, 2021<br />

$US57.54 million<br />

Christie's, 2016<br />

$US4.29 million<br />

Sotheby's, <strong>2022</strong><br />

may soon be reduced, however, with the rise of Luxus.<br />

Luxus was launched in mid-May. It’s a US-based fractional<br />

ownership company which allows investors to buy shares of fancy<br />

colour diamonds.<br />

The first diamond on offer is a 0.54-carat fancy pink diamond from<br />

the Argyle mine valued at $US400,000. Luxus is making 2,000 shares<br />

available, allowing investors to buy in for as little as $US200.<br />

The company was founded by hedge fund expert Dana Auslander<br />

and journalist Gretchen Gunlocke Fenton. A company spokesperson<br />

says it expects to sell most investment diamonds within 18 months<br />

to three years.<br />

“Education and marketing strategies are of great importance<br />

when considering entering the fancy-coloured diamond<br />

market, being able to understand the natural beauty...”<br />

Kunming Diamonds’ Maheshwari says it’s not surprising to see more<br />

and more consumers take an interest in fancy colour diamonds –<br />

even if it means taking an alternative approach to ownership.<br />

“With global markets being so uncertain, collectors are looking at<br />

alternative options to invest in,” Maheshwari says.<br />

“Fancy colour diamonds happen to be up there on the list.<br />

“We've seen many blue diamonds being auctioned off and breaking<br />

records, and a lot are keen on the Argyle Blue Moon too.”<br />

While the uncertainty around the future of the fancy colour industry<br />

is well-founded, the passion for these rare and beautiful diamonds<br />

is still very much ablaze, leaving little reason to fear for it’s survival.<br />

For now, however, the hunt remains on for the next significant<br />

source.<br />

Our collection of unforgettable jewellery designs are crafted<br />

in premium 18ct gold, centred around unique, one-of-a-kind<br />

Australian Sapphires. The pieces in this range have been<br />

embellished with beautiful White Diamonds, to enhance the<br />

incredible hues of the Australian Sapphire.<br />



Strategy<br />

The importance of social listening<br />

Selling online is more viable than ever before, however doing so comes at a cost – direct access to customers.<br />

BETH WALKER explores options for overcoming that challenge by utilising social listening.<br />

When I graduated from college my father<br />

and I looked at buying a new car.<br />

At one dealership the salesman jumped<br />

into a pitch about how the car I was sitting<br />

in was one of the most comfortable cars<br />

he’d ever driven. He pointed out the<br />

convenience of the interior layout and how,<br />

as a right-handed person, he found this the<br />

best car to purchase.<br />

I’m left-handed. Everything he had said was<br />

helpful and informative, however, as a lefthanded<br />

person, as soon as the salesman<br />

landed on his closing pitch, I knew the car I<br />

was sitting in was not for me.<br />

Nowadays, we have the opportunity to sell<br />

our products or services in various ways<br />

including online media such as blog articles,<br />

social media posts, videos, and email.<br />

The challenge with digital marketing is that,<br />

unlike with face-to-face sales, you don’t<br />

have the benefit of reading someone’s body<br />

language or facial expressions. If they leave<br />

our website, we don’t know why. It’s not all<br />

doom and gloom, however.<br />

We can still ‘hear’ what our ideal<br />

customers are saying online by<br />

implementing ‘social listening’.<br />

What is social listening?<br />

Social listening is the practice of analysing<br />

the activity and conversations trending<br />

around your industry, including your brand,<br />

and then using those insights to make<br />

informed marketing decisions.<br />

Social listening helps a business<br />

understand what target customers are<br />

thinking, what their needs are, and how<br />

they are searching for information about<br />

your product or services. You can use social<br />

listening to create content that answers the<br />

why, where, and how messages your buyer<br />

persona is looking for, using the keywords<br />

they are currently using online.<br />

Make it a priority<br />

Is social media promotion a part of your<br />

content marketing strategy? Do you<br />

publish blog articles, share industryrelevant<br />

content, and engage with other<br />

social users who ask questions about your<br />

products and services?<br />

If you aren’t leveraging these free platforms<br />

yet I hope you will soon. However, it’s<br />

important to make sure that you plan your<br />

strategy to connect with your buyer persona<br />

on their preferred social platforms.<br />

A few years ago, you could easily assume<br />

that promoting your content on Facebook<br />

would help you reach a good number of<br />

your potential customers, but there has<br />

been a shift.<br />

Edison Research reports that Facebook<br />

has an estimated 15 million fewer US users<br />

compared with 2017 and this drop is in the<br />

12 to 34-year-old age group.<br />

It’s also important to note with Facebook<br />

specifically, user time is decreasing.<br />

In 2016 the average user spent 50<br />

minutes per session. By January 2021<br />

Statisita.com reports, “the average time<br />

spent by day by American users on<br />

Facebook was 33 minutes”.<br />

With fewer<br />

opportunities<br />

for face-to-face<br />

interactions in<br />

today’s digital<br />

world, social<br />

listening is an<br />

excellent way to<br />

keep a pulse on<br />

many aspects of<br />

your business<br />

as well as your<br />

competition.<br />

In February of this year, a Digital <strong>2022</strong><br />

Australia report revealed the average<br />

Australian was spending three per cent<br />

less time on the platform than in the<br />

previous year.<br />

So, if Facebook isn’t the guaranteed<br />

connection space it once was, how do you<br />

know where your customer is spending<br />

their time online? For jewellers it begins by<br />

establishing a social listening plan.<br />

Strategic approach<br />

Creating a social listening plan starts<br />

with what you know. Create and review a<br />

‘buyer persona’ – a detailed description<br />

of someone who represents your target<br />

audience – and then visit the websites<br />

where you interact with your customers and<br />

take notes.<br />

From there ask yourself a few questions: Is<br />

the information you curated still accurate;<br />

are your customers still active in these<br />

online areas? You can also establish<br />

what are their likes and dislikes and what<br />

problems are they looking to solve?<br />

As you are reading the social media<br />

interactions, observe the words used to<br />

identify your industry.<br />

Also, note who they consider your<br />

competition. Next, head to your competitors’<br />

social platforms, such as their Facebook<br />

page, and do the same thing.<br />

Once you have spent some time taking<br />

notes, review the information you have<br />

gathered. What are the keywords that your<br />

potential and current customers are already<br />

50 | <strong>June</strong> <strong>2022</strong>

Business Strategy<br />

using? Make a list of all the relevant words<br />

that you see in your notes as well as those<br />

you know are common to your niche.<br />

Establish a tracking system that helps you<br />

see how the keywords are flowing together<br />

so you can best understand the context<br />

of what people are talking about not just<br />

how many times a specific keyword comes<br />

up. Do people commonly connect certain<br />

keywords with negative comments? That’s<br />

important to know.<br />

You will want to keep your system flexible as<br />

you do this but a few things you may want to<br />

consider tracking include:<br />

• Industry keywords<br />

• Your product name(s), including<br />

common misspellings<br />

• Your brand name and handles<br />

• Your competitors’ brand names,<br />

product names, and handles<br />

• Your business slogan and those of your<br />

competitors<br />

• Your branded hashtags<br />

• Industry relevant hashtags<br />

• Names of people in your business such<br />

as your CEO or owner and handles<br />

• Key names and handles of competitors<br />

If you know that your business name is<br />

often misspelled or that specific industry<br />

terms are misused track those as well as<br />

commonly used abbreviations.<br />

There are online services and tools that<br />

will help you gather all this information so<br />

you can quickly sort through all the social<br />

mentions regarding your brand.<br />

We love Buzzsumo for social monitoring,<br />

but there are many tools to consider.<br />

Hootsuite lists 10 additional social<br />

monitoring tools to check out.<br />

The largest benefit of using a tool for social<br />

monitoring is that this will help you easily<br />

track all the social websites at the same<br />

time. One thing you may notice is that your<br />

competitors are mentioned more frequently<br />

on different social platforms because they<br />

have a presence where you do not.<br />

Finding value<br />

Using a social monitoring tool pulls in any<br />

mention of a keyword. This means you<br />

may quickly gather large quantities of data<br />

which you will need to sift through. You will<br />

need to take time to sort what is helpful and<br />

applicable versus that which is ‘noise’.<br />

A few categories to track should include:<br />

• Sentiment – what is the overall opinion<br />

of your business?<br />

• Total mentions – how many times are<br />

you mentioned weekly?<br />

• Active social platforms – where are<br />

your customers most active?<br />

• Pain points – What are the problems<br />

that customers are looking to solve?<br />

Track this weekly or monthly. Regardless<br />

of your choice, you want to make sure<br />

that you are watching trends. Are brand<br />

mentions increasing? Is positive sentiment<br />

continuing? What time of day or days of the<br />

week are customers most active? Where are<br />

your industry keywords trending the most?<br />

Once you have a better understanding of<br />

your customer’s current needs, you can use<br />

this information to create a content strategy<br />

for the next quarter that will best help solve<br />

your potential customers’ issues and to<br />

educate them on areas of your products or<br />

services where they are unclear.<br />

By incorporating the information you<br />

gather directly from your customers into<br />

your content calendar you will increase<br />

your opportunities to earn their trust and<br />

establish yourself as an industry expert.<br />

SOCIAL<br />



Understand<br />

Create an<br />

online persona<br />

mirroring a<br />

hypothetical<br />

customer<br />

Research<br />

Perform the<br />

kinds of online<br />

searches they<br />

would for your<br />

industry<br />

Sentiment<br />

Observe how<br />

your business is<br />

portrayed to the<br />

persona online<br />

Competition<br />

Take note of how<br />

your competition<br />

is also presented<br />

Value<br />

Discover key<br />

areas to improve<br />

based on this<br />

information<br />

and implement<br />

changes<br />

Track<br />

Keep an official<br />

record of all the<br />

information you<br />

compile<br />

Keep a record<br />

Of course, you will only know if all your<br />

hard work is paying off if you track your<br />

efforts. It’s important to make sure that<br />

you don’t include vanity metrics in your<br />

data gathering.<br />

Increasing your social following or<br />

interactions feels great, but are those<br />

people coming to your website as well? Are<br />

your leads converting to customers?<br />

To save time tracking data, create a digital<br />

dashboard for analysis.<br />

Social listening requires attention to detail<br />

that should not be cut short, however, data<br />

analysis doesn’t need to be a hassle.<br />

Once you know the key metrics you want to<br />

track, establish a system that allows you to<br />

see all the information in one location at a<br />

quick glance.<br />

There are many free options for dashboards.<br />

You may want to choose a dashboard that<br />

will alert you when you hit your key goals for<br />

the period.<br />

That way, if you are tracking analytics weekly<br />

but you hit your goal three days early you<br />

will know immediately with an email alert<br />

and can make a note to consider adjusting<br />

your plans.<br />

Social listening is an important part of<br />

understanding your potential and current<br />

customers’ requirements.<br />

With fewer opportunities for face-to-face<br />

interactions in today’s digital world, social<br />

listening is an excellent way to observe<br />

many aspects of your business as well as<br />

your competitors.<br />

BETH WALKER writes for US-based<br />

SMA Marketing, which specialises<br />

in digital marketing strategies for<br />

businesses. Visit: smamarketing.net<br />

<strong>June</strong> <strong>2022</strong> | 51


Selling<br />

Laws of business success<br />

All businesses are unique but the principles behind success are universal.<br />

THOMAS YOUNG explains the nature of these principles, and how you can best implement them.<br />

Running a successful retail business may<br />

appear complex to an outsider looking<br />

in. However, once the basics are in place,<br />

the key to success is common sense.<br />

It’s a simple and easy-to-understand<br />

process that involves relating with<br />

people. Yet still, so many organisations<br />

don’t employ this pivotal practice.<br />

Instead, many businesses function well<br />

below their potential due to the fear<br />

and anxiety of leaders, managers, and<br />

employees at all levels.<br />

Errors, emotions, and ego so often<br />

block the fundamental laws of business<br />

success from being implemented.<br />

Leadership and rewards<br />

Success begins with the lead taken by<br />

the head of the business.<br />

The leader of the business sets the tone<br />

for the culture and focus. The approach<br />

taken by the leader flows throughout all<br />

levels below, and this is particularly true<br />

for small retailers such as jewellers.<br />

Leaders, usually the storeowner,<br />

must have a clear mission. They must<br />

effectively communicate this mission,<br />

along with their values and goals.<br />

Any business can reach high levels of<br />

performance if the staff accepts the<br />

mission statement and work toward<br />

making it a reality. Every individual<br />

associated with the business, including<br />

customers, must understand why the<br />

business exists.<br />

Successful retailers build relationships<br />

with staff, customers, and other<br />

stakeholders through the values of trust,<br />

integrity, and honesty.<br />

On average, people tend to be good at<br />

sensing when they’re being misled or<br />

deceived. Customers and staff have<br />

a low tolerance for dishonesty and<br />

environments that lack trust.<br />

Businesses that can build trust will have<br />

the best employees and the most loyal<br />

customers.<br />

Errors, emotions, and ego so often block the fundamental laws of business<br />

success from being implemented.<br />

From there, customers who repeatedly<br />

purchase their products or services<br />

will naturally promote the business<br />

to others. These organisations then<br />

attract and hire highly motivated<br />

staff who feel valued because trust is<br />

present in the workplace.<br />

Organisational compensation,<br />

motivational programs and rewards<br />

systems should always be clear and in<br />

tune with the mission, values, and goals<br />

of any business.<br />

When a business prospers, the staff<br />

should benefit. Staff incentives and<br />

rewards should be evaluated from the<br />

perspective of the employee, not the<br />

business or owner.<br />

The key is to see motivation from the<br />

mind of the employee, not the business.<br />

Understanding customer needs<br />

Studies have shown that members<br />

of staff want to feel valued by their<br />

employers above other factors. It’s<br />

natural to want to feel important and to<br />

be sure that the business values their<br />

contribution.<br />

Business leaders must find ways to<br />

communicate how they value staff.<br />

Staff make decisions based on their<br />

emotions and thoughts, which are<br />

not always rational or logical, and<br />

sometimes abstract and unpredictable.<br />

Successful<br />

retailers build<br />

relationships<br />

with employees,<br />

customers,<br />

and other<br />

stakeholders<br />

through the<br />

values of trust,<br />

integrity, and<br />

honesty.<br />

Money paid to staff does not express<br />

value in the long term. Employees want<br />

respect, recognition for their work and<br />

to feel valued.<br />

Furthermore, a business is nothing<br />

without its customers and yet, so many<br />

businesses make decisions based on the<br />

perception of the trade as seen by the<br />

managers, and not the customers.<br />

All decisions need to be evaluated based<br />

on the impact to the customer.<br />

The question all leaders must routinely<br />

ask themselves is, “How will this<br />

decision impact our current and<br />

potential customers?”<br />

Storeowners and managers should get<br />

into the minds of their customers and<br />

make decisions based on what is valued<br />

by the people who pay their salaries —<br />

the customer.<br />

Success between sales<br />

Every member of staff has a role to play<br />

when it comes to marketing. After all,<br />

they’re the face of the business.<br />

Customers have many choices to make<br />

and make no mistake, they will not<br />

hesitate to switch to your competitor if<br />

the price or environment is right.<br />

Retailers must communicate effectively<br />

with all customers, informing them of<br />

the value they offer through marketing<br />

and sales efforts.<br />

It’s all too common for businesses to<br />

focus entirely on making the sale or<br />

generating revenue. Managers look<br />

at the bottom line and make decisions<br />

from there.<br />

The true success of any business –<br />

large or small – is determined by what<br />

happens before and after the sale.<br />

THOMAS YOUNG is CEO of Intuitive<br />

Websites. He has more than 25 years’<br />

marketing and sales experience.<br />

Visit: intuitivewebsites.com<br />

52 | <strong>June</strong> <strong>2022</strong>


Management<br />

Channeling frustration into positive results<br />

Running a business can be frustrating and negativity creeps up on the best of us at times.<br />

PAUL KEIJZER shares tactics to keep negativity from becoming overwhelming, and even turning it into positive results.<br />

We’ve all faced frustration every<br />

now and then at work. When you’re<br />

passionate about what you do certain<br />

negatives can agitate us. That’s<br />

certainly true in the world of retail.<br />

The reaction to this is generally anger<br />

and frustration, both of which we try to<br />

avoid, but sometimes it’s inevitable.<br />

Sure, the books you read will tell you<br />

about how to stay positive, think positive,<br />

act positive and bring positivity into your<br />

lives to be happy and as a result, find<br />

success. But how possible is it to always<br />

be positive?<br />

Since we can’t always avoid negative<br />

emotions, we should learn to embrace<br />

them, and channel our frustrations into<br />

achieving something good.<br />

At first, I’m sure this all sounds<br />

like fiction. When you’re angry and<br />

frustrated, being positive is the last<br />

thing on your mind. Most times you just<br />

want to give whoever is standing in front<br />

of you a piece of your mind.<br />

The next time you find yourself in a<br />

tricky situation, consider utilising one of<br />

the following techniques.<br />

Walking away<br />

Try to be mindful of the idea that as<br />

much as you’re frustrated by customers<br />

and situations, customers themselves<br />

can equally be frustrated by you or other<br />

members of staff in similar situations.<br />

In a way, I’m saying you could allow<br />

them the benefit of the doubt.<br />

Instead of reacting in a manner that could<br />

seriously damage a business relationship,<br />

try walking away from the situation.<br />

You can still salvage things by doing this,<br />

rather than causing long-term damage<br />

to potential sales.<br />

By walking away you’re giving yourself<br />

time to think things over.<br />

Often, we look back at a bad situation<br />

and upon reflection, we think of all the<br />

things we could have said but didn’t.<br />

Since we can’t always avoid negative emotions, we should instead learn<br />

to embrace them.<br />

When you’re frustrated this is one of<br />

those moments.<br />

Don’t allow yourself to stumble on this<br />

avoidable pitfall.<br />

Start the day right<br />

I’m a firm believer of starting mornings<br />

early, energised and pumped up for the<br />

challenges ahead. And that’s certainly<br />

something to pursue if you own a retail<br />

business.<br />

I usually wake up in high spirits and look<br />

forward to the day ahead.<br />

It may not always end up being a smooth<br />

and happy day, however, my mornings<br />

are almost always starting off on a<br />

positive note.<br />

So should yours!<br />

They say you should love what you do.<br />

If you’re already passionate about your<br />

business, that’s a great start. If you’re<br />

not – ask yourself why?<br />

Try to find changes you can make that<br />

address any negative feelings you have<br />

towards working.<br />

Another important factor in a strong<br />

morning mindset is how you go about<br />

your morning. Shake things up!<br />

Break routine here and there, in minor<br />

ways, to keep things fresh. Make your<br />

mornings less dull and instead be<br />

livelier. Make sure you arrive at work<br />

with the right mindset.<br />

They say you<br />

should love<br />

what you do. If<br />

you’re already<br />

passionate<br />

about your<br />

business, that’s<br />

a great start.<br />

If you’re not –<br />

ask yourself<br />

why? Try and<br />

find changes<br />

you can make<br />

that address<br />

any negative<br />

feelings you<br />

have towards<br />

working.<br />

Choose your battles<br />

Sometimes we overlook basic wisdom<br />

like ‘don’t cry over spilled milk’. Being<br />

frustrated over something you have no<br />

control over is just like this saying. It’s<br />

pointless, needless, and can’t be undone.<br />

The only thing that can be done is to<br />

assess the damage, mitigate risks,<br />

learn from the experience, and make<br />

corrections to avoid similar situations in<br />

the future.<br />

To address the things that frustrate you,<br />

which you have no control over, there<br />

can be a different approach.<br />

Don’t be hasty and quick to react.<br />

Assess, and weigh your options.<br />

The Greater Good Science Center at<br />

the University of California Berkeley<br />

conducted research that found that<br />

“feeling angry increases optimism,<br />

creativity, effective performance” and<br />

that “expressing anger can lead to more<br />

successful negotiations.”<br />

There is optimism to be found in<br />

frustrations if you channel it wisely.<br />

Sometimes the best way to manage your<br />

frustrations is to lose a few battles just so<br />

you can have your say and win the war.<br />

The reaction to frustrations can be ugly<br />

at times. The last thing you want is for<br />

your staff to see your dark side.<br />

Don’t allow them to have this one-up<br />

over you. Remain calm, collected, and<br />

composed.<br />

Being angry and frustrated isn’t always<br />

a bad thing.<br />

It’s how you channel your frustrations<br />

and use it to your benefit and advantage<br />

that counts.<br />

PAUL KEIJZER is the CEO and<br />

managing partner of Engage Consulting,<br />

supporting organisations grow their<br />

business. Visit: engageconsulting.biz<br />

<strong>June</strong> <strong>2022</strong> | 53


Marketing & PR<br />

How to build a competitive advantage<br />

Standing out from the crowd in the retail world can be difficult.<br />

DAVID BROWN shares a straightforward formula for building a successful business.<br />

One of my favourite questions to ask<br />

storeowners when discussing business<br />

performance is “what is it that your<br />

business does that your competitors<br />

don’t or won’t?”<br />

Inevitably, in more than half the responses,<br />

I hear some variation of praise for the<br />

quality of the customer service of the<br />

business in question, and how it is superior<br />

to that being offered by rival stores.<br />

When I dive deeper, the answers tend to<br />

lack supporting evidence.<br />

In most cases, these responses represent<br />

an ideal the storeowner has, however<br />

they have rarely conducted a survey of<br />

customer service standards between<br />

themselves and the competition.<br />

In some cases, the retailers will recite<br />

an example of poor customer service<br />

that was presented to them by a<br />

customer who visited a rival jewellery<br />

store years earlier. This isolated<br />

incident will be used as a sweeping<br />

generalisation for the rival stores’<br />

overall performance with customers.<br />

Any similar such incidents that have<br />

occurred in their own store are, of course,<br />

‘customer misunderstandings.’<br />

I’ll often ask the owner what response<br />

their competition would give to the<br />

same question, and they will usually<br />

begrudgingly admit that they too would<br />

likely cite customer service as their store’s<br />

great strength.<br />

It is in our natures to overlook any<br />

shortcomings that may reflect badly on us,<br />

and we tend to disregard our flaws if they<br />

reflect our own inabilities or defects.<br />

Stand out<br />

A genuine competitive advantage comes<br />

from tangibles that can be presented as<br />

factual.<br />

If you can show consistently that you sell<br />

the same item as the competition for a<br />

lower price that is a fact. If you can show<br />

your trading hours are longer than a<br />

competitor down the road, that is a fact.<br />

Any successful business must discover a niche that is not being satisfied<br />

by others.<br />

A social media page full of customers<br />

singing your praises is a fact, and the<br />

opinion of your customers and whether or<br />

not they choose to spend with you is a fact.<br />

There are a number of steps you can<br />

take to develop a tangible competitive<br />

advantage in your business.<br />

Attract talent, find your niche<br />

The first thing to focus your attention on is<br />

attracting the best talent.<br />

It stands to reason that those with the<br />

best staff will achieve the best results for<br />

their customers.<br />

You need to ensure your business has an<br />

environment that attracts the best people<br />

in the industry and that once they’re on<br />

board, they’re allowed to get on with doing<br />

what they do best.<br />

From there, any successful business must<br />

discover a niche that is not being satisfied<br />

by others.<br />

We have a bad tendency in business to<br />

think bigger is better and to try and be<br />

all things to all people. And yet so often,<br />

when a business chooses to minimise<br />

and pursue specialist areas, that’s when<br />

success follows and quality connections<br />

with customers really begins.<br />

I often give the example of sports stores.<br />

A generalist sports store selling a wide<br />

range of products may appeal to a golfer,<br />

but probably not as much as a golf goods<br />

We have a bad<br />

tendency in<br />

business to<br />

think bigger is<br />

better and to try<br />

and be all things<br />

to all people.<br />

store. If that golfer is left-handed, a store<br />

that only sells left-handed golf supplies<br />

will appeal to them most of all. An inchwide<br />

niche that goes a mile deep is the key<br />

to profitability.<br />

Understand and then satisfy<br />

Know who your customer truly is.<br />

Hand-in-hand with our second point about<br />

pursuing a niche is the need to not only<br />

recognise what the market wants, but to<br />

also discover who exactly they are. Your<br />

typical left-handed golfer will tick a lot of<br />

demographic boxes that will help you find<br />

and connect with them.<br />

From there, we simply need to ensure<br />

that our business satisfies their needs.<br />

Once you know what your niche is and who<br />

inhabits that space you need to give them<br />

exactly what they want.<br />

Not sure what that is? Ask! Customers will<br />

gladly give you their advice and opinions.<br />

You only give them half a chance.<br />

If you closed your doors tomorrow what<br />

would your customers be losing?<br />

If you can’t answer that in 10 seconds,<br />

they may not be losing much at all. You<br />

may have a good business now offering<br />

good products at a good price with good<br />

service – but as Jim Collins, author of the<br />

book Good to Great teaches us “good is the<br />

enemy of great.”<br />

Settling for ‘being good’ is an attitude we<br />

can’t afford to have around.<br />

Attract the best talent the industry has to<br />

offer and then narrow down your business<br />

to serving a specific niche. Understand<br />

who it is that’s pursuing products from that<br />

area of the market, and then focus your<br />

attention on satisfying their desires.<br />

That’s the simple recipe for a competitive<br />

advantage in any market.<br />

DAVID BROWN is co-founder<br />

and business mentor with Retail<br />

Edge Consultants. Learn more:<br />

retailedgeconsultants.com<br />

54 | <strong>June</strong> <strong>2022</strong>


Logged On<br />

Boost your business by blogging<br />

Blogs! More and more businesses are pursuing them every day, but what’s it all about?<br />

HEATHER COOPER explores the many benefits blogging can offer retailers.<br />

Online blogs began appearing for the first<br />

time in 1994 and they’ve been an important<br />

part of the internet ever since.<br />

In the most basic form, a blog is a website<br />

that is routinely updated by an individual or<br />

group of people, with the overall tone of the<br />

website conversational and informal.<br />

For an individual, it might be a kind of diary<br />

or journal. For a business, it’s an avenue to<br />

keep in contact with customers.<br />

At first, blogs were primarily something<br />

that people did to share their creative<br />

writing. They’ve now grown into a powerful<br />

marketing tool for businesses of all<br />

shapes and sizes.<br />

We’ve all seen personal blogs for<br />

businesses here and there, but how are<br />

they beneficial exactly? Let’s take a look at<br />

the reasons why blogging for businesses<br />

can lead to retail success.<br />

Drive traffic to your website<br />

Every time you publish a new update to<br />

your blog you’re increasing the chances of<br />

your business appearing higher in search<br />

engine results.<br />

This drives traffic to your website and<br />

by extension, creates new opportunities<br />

for sales and forging of longer-term<br />

relationships with customers.<br />

Regular blogging for businesses also tells<br />

Google and other search engines that<br />

you have an active website that should be<br />

crawled regularly for new content. That<br />

goes a long way to keeping you towards the<br />

top of search results.<br />

Repurpose content<br />

Creating authentic, interesting and<br />

worthwhile social media posts every day<br />

can become a challenge.<br />

One sure-fire way to help with content<br />

creation and increase website traffic is to<br />

promote your blog posts on social media<br />

platforms, effectively ticking two boxes<br />

at once.<br />

Each link to your blog that you share on<br />

social media has the potential to be shared<br />

Your updates have the potential to continue bringing traffic to your<br />

website long after they have been posted.<br />

further by your followers, reaching new<br />

audiences and potential customers.<br />

Convert traffic<br />

When you’re blogging for a business each<br />

new update helps convert website traffic<br />

into new leads. At the end of each article,<br />

there should always be some kind of call to<br />

action. An action you want the reader to do<br />

after they finish reading.<br />

This call to action should be linked to a<br />

landing page that invites the reader to<br />

provide more information or to simply<br />

contact the business directly.<br />

Consider including some sort of offer for<br />

free products or reduced prices, either<br />

on the update or on a separate landing<br />

page. The more people that follow this call<br />

to action, the more chances you have to<br />

convert traffic into leads for your business.<br />

Establish yourself as an authority<br />

Successful business blogs will try to<br />

answer the questions they feel their<br />

readers and customers may have.<br />

It’s an approach that is beneficial<br />

for multiple reasons. The most<br />

straightforward benefit is that it helps your<br />

customers. The added benefit is that it<br />

places your business or brand in a positive<br />

light as an industry leader.<br />

Your audience will begin to view your<br />

business as a reliable source of helpful<br />

guidance and this practice goes a long way<br />

The beauty of<br />

blogging for<br />

your business<br />

is that your<br />

updates have<br />

the potential<br />

to continue<br />

bringing traffic<br />

to your website<br />

long after they<br />

have been<br />

posted.<br />

towards creating trust between a business<br />

and customer.<br />

When it comes to customer priorities, trust<br />

in a business is always a highly-sought<br />

characteristic. For jewellery retailers,<br />

trust is what keeps a customer returning.<br />

It also increases the chance that they will<br />

share or recommend your products or<br />

services to those they know.<br />

Long term returns<br />

The beauty of blogging for your business<br />

is that your updates have the potential to<br />

continue bringing traffic to your website<br />

long after they have been posted.<br />

In marketing, ‘evergreen’ products or tools<br />

are those with lasting appeal or value. An<br />

evergreen post or update for a blog is one<br />

that keeps readers returning long after it<br />

has been posted.<br />

The level of traffic generated by an update<br />

or post usually drops off after a few days,<br />

however, if it’s well ranked by search<br />

engines or features information that’s<br />

worth revisiting for customers, an update<br />

or post may gain long-term value.<br />

It’s important to revisit older posts and find<br />

ways to edit them to keep them relevant. It<br />

can be as simple as replacing older links<br />

or adding new information that fits with the<br />

current climate.<br />

Share business news<br />

One final way blogging may benefit your<br />

business is by acting as a conduit for<br />

sharing exciting developments that impact<br />

your business, be they big or small.<br />

These sorts of posts and updates<br />

humanise your brand, build trust with<br />

customers and help your audience see<br />

that it’s not always about selling a<br />

product or service.<br />

HEATHER COOPER is a writer for Three<br />

Girls Media, offering guidance on website<br />

design and build, public relations, and<br />

content marketing strategy. Learn more:<br />

threegirlsmedia.com<br />

<strong>June</strong> <strong>2022</strong> | 55

My Bench<br />

Danica Roderick<br />

Nique <strong>Jeweller</strong>y. Manly NSW<br />

Age 35 • Years in Trade 13 • Training <strong>Jeweller</strong>y Apprenticeship with Southbank institute • First job Toowoomba <strong>Jeweller</strong>s<br />



The Lucid is a 9-carat yellow gold necklace set with five<br />

diamonds ranging in size. The colour and clarity is G-H<br />

and SI or better, with a total diamond weight of 20pts.<br />

The LUCID range is one that is raw, celebrating imperfections.<br />

The jewellery is imperfect and each piece has its own unique<br />

identity. This range celebrates that you are perfect in your<br />

own skin. Raw, real and understood!<br />

We want you to know that you are your own type of<br />

perfect however imperfect you think you may be.<br />

It is your imperfections that make you who you are.<br />

4FAVOURITE GEMSTONE Hands down my favourite<br />

gemstone is a sapphire. Purely because the range of<br />

colours that they come in, their lustre and how hard<br />

they are makes them a joy to work with.<br />

They are so much fun when you show a client outside<br />

in daylight, the way the sapphire throws colour back<br />

and also changes colour in the sunshine is just<br />

brilliant.<br />

4FAVOURITE METAL 18-carat yellow gold! I love the<br />

feeling of working with it but also that bright yellow<br />

colour is just so beautiful. It also brings a lovely<br />

colour contrast when making a piece with coloured<br />

gemstones.<br />

4FAVOURITE TOOL My most used tool would be<br />

my head loupe. We need to protect our eyes in this<br />

industry and the head loupe makes detailed work<br />

much easier and without doubt when you can see<br />

easily you provide a higher quality piece.<br />

4BEST NEW TOOL DISCOVERY I have just started<br />

using the GRS Thermo-Loc and I am really enjoying<br />

it, the ease of heat and set works really well for me.<br />

4BEST PART OF THE JOB Talking to a client about a<br />

new piece, the excitement that they have during the<br />

design process is so lovely to be a part of. Their ideas<br />

are always fresh and you know it will be something<br />

they will cherish for a long time.<br />

4WORST PART OF THE JOB The constant cleaning!<br />

I have an open studio where the retail cabinets, client<br />

consult area and workshop is all open, the clients<br />

love to stop by and see their piece being worked on,<br />

but the cleaning is a daily task.<br />

4BEST TIP FROM A JEWELLER Every day in this<br />

trade you will still be learning.<br />

4BEST TIP TO A JEWELLER Keep an open mind on<br />

new techniques and client ideas.<br />


There certainly are a few but my main concern for<br />

now is back and neck pain. I have a saddle seat and<br />

a timer that is set to tell me to get up and stretch.<br />

Too many times I sit distracted by the piece I am<br />

making and time will just fly past.<br />

4LOVE JEWELLERY BECAUSE It tells a story,<br />

creates a memory to last a lifetime. Being a part of<br />

this process for a client is the reason why I come to<br />

work every day.<br />

56 | <strong>June</strong> <strong>2022</strong>


Soapbox<br />

Taking a risk and coming out on top<br />

Playing it safe in the jewellery industry is always tempting because the consequences<br />

for failure are dire. GERRI MAUNDER says risk-adverse behaviour closes the doors to success.<br />

Who dares, wins. Fortune favours the<br />

bold, they say. Or, you need to take risks<br />

to succeed.<br />

We’ve all heard these kinds of sayings<br />

before – but how often do you put that<br />

wisdom into practice?<br />

We took a leap of faith nearly 30 years ago<br />

when we started Gerrim. Anyone that’s<br />

spoken to me about the history of the<br />

business knows that our motto is ‘pride<br />

in ownership’.<br />

It’s not just a gimmick. It’s something<br />

we’re really passionate about – and if<br />

you’re reading this right now, you should<br />

be too! It’s about owning your space,<br />

owning your business, owning your<br />

personality, and the impact you have on<br />

the people you work with.<br />

It’s about taking pride and ownership of the<br />

decisions that you make. Being responsible<br />

and being prepared for the consequences<br />

of your decisions and most of the success<br />

we’ve had has come from taking a<br />

calculated risk.<br />

You’ve got to be in it, to win it<br />

For example, during the COVID lockdowns,<br />

we took a big punt; we overstocked on<br />

product. We invested in inventory that<br />

exceeded our traditional requirements.<br />

We’re based in Queensland, and we<br />

watched what happened in Victoria with<br />

great interest. There were major delays in<br />

transport and delivery, both domestic and<br />

international. A supplier’s worst nightmare!<br />

In Queensland, we didn’t experience the<br />

types of lockdowns that Melbourne and,<br />

to a lesser extent, Sydney did – but the<br />

possibility was always there. We looked<br />

at Victoria and asked ourselves – what<br />

happens here if that happens to us?<br />

We decided to make a significant, ‘risky’<br />

investment and increasing stock in<br />

anticipation of COVID lockdowns ending<br />

and there being a major impact on our<br />

ability to deliver to our retailers.<br />

Our mantra has always been that if a<br />

product we offer is made and manufactured<br />

in Australia, we will be able to deliver that<br />

product to a retailer in 7–10 business days.<br />

We’ve always said that, and we’re proud of<br />

that part of our business.<br />

Suppliers are, essentially, solution-based<br />

businesses. Retailers need stock – and they<br />

want the supplier to offer a solution – to<br />

provide the stock and deliver it on time. It<br />

doesn’t have to be any more complicated<br />

than that. We also understand that the<br />

jeweller is in turn attempting to offer a<br />

solution to their customer.<br />

COVID forced all businesses to re-think how<br />

they operate. Our decision to ‘well-stocked’<br />

our business needed to be carefully<br />

considered.<br />

The decision was not easy because it<br />

meant we needed to invest more money in<br />

very uncertain times. And worse, making<br />

a large financial investment in a business<br />

when it could all go so wrong so quickly,<br />

is a daunting prospect.<br />

We had to think about the dollars of course.<br />

We needed to think about what we were<br />

risking by carrying extra stock.<br />

We estimated our requirments based on a<br />

previous pre-COVID period of trade. Then<br />

we added a bit more after noticing a few<br />

of our country retailers had already told<br />

us that stores sales had greatly increased<br />

because people were traveling less and<br />

treating themselves more.<br />

Our decision was made!<br />

Outcome<br />

It certainly paid off. As soon as the doors<br />

swung open and businesses were open,<br />

retailers wanted more and more stock<br />

and we were in an excellent position to<br />

complete orders.<br />

It’s about offering the solution and because<br />

of our decision to ‘overstock’, because we<br />

took that gamble, we were in the right place,<br />

at the right time, to complete those orders.<br />

It’s about taking<br />

pride and<br />

ownership of<br />

the decisions<br />

that you<br />

make. Being<br />

responsible<br />

and being<br />

prepared for the<br />

consequences of<br />

your decisions<br />

and most of the<br />

success we’ve<br />

had has come<br />

from taking a<br />

calculated risk.<br />

When a customer visits your store, they’re<br />

looking for a solution too. The solution to<br />

a need to provide a gift, for a birthday or<br />

anniversary, or even a marriage proposal.<br />

When a jeweller comes to a supplier,<br />

they’re looking for a solution too. And they<br />

want it quickly – so we need to be ready.<br />

We’ve just come back from two buying<br />

meetings over the weekend and at one<br />

of them we’ve had the biggest meeting in<br />

terms of sales that we’ve ever had, which<br />

is amazing.<br />

It was far greater than we expected –<br />

and as a result of that decision we made<br />

to overstock, we have been able to invoice<br />

it all early in the week and get those sales<br />

completed and delivered.<br />

The items a buyer looked at on Sunday<br />

will be at their retail store before the end<br />

of the week. When a retailer purchases<br />

a stock they want it now. And we want to<br />

meet that requirement.<br />

Ride the wave<br />

We will continue to take risks too.<br />

We’ve spent more on advertising and<br />

marketing in recent months. We’ll be<br />

looking at more and more advertising in<br />

the months to come, particularly around<br />

August, as we build up our inventory again<br />

in the lead-up to jewellery fairs and the ever<br />

important Christmas and New Year trading.<br />

We’re able to make these investments<br />

with confidence now because we’ve had<br />

such a great year sales-wise. And that<br />

goes back to our decision to take a risk – a<br />

well-calculated risk, but a risk nonetheless<br />

– and overstock on product, and being<br />

willing to live with the consequences of our<br />

decisions.<br />

Name: Gerri Maunder<br />

Business: Gerrim<br />

Position: Co-director<br />

Location: Brisbane, QLD<br />

Years in the industry: 30<br />

58 | <strong>June</strong> <strong>2022</strong>



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