Jewellery World Magazine - July 2022

JULY 2022
AUSTRALIA AND NEW
ZEALAND’S PROFESSIONAL JEWELLERY MAGAZINE
Celebrating 126 years of excellence

Concept to Creation
YOUR JEWELLERY DESIGN BROUGHT TO LIFE
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Jewellery World Magazine
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ISSN: 2207-6751
PO Box 54, Camden NSW 2570
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managing director
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editor
editor@jewelleryworld.net.au
contributing writers
Kirsten Ehrlich Davies
Stefan Juengling
Cynthia Unninayer
Cheryl D Harty
art
design@jewelleryworld.net.au
advertising sales
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REGULARS
6 News
14 Trade Well with Rami Baron
16 JAA News
58 Birthstone - Peridot
62 Watches
64 New Products
66 Directory
FEATURES
24 Insight into our opal hunters
An indepth look at the state of the market for
Australia's national gemstone
36 The opal trail
The series of opal tradeshows that takes you
across the country
20
44
50
44 Profile: Opal Minded
A bespoke opal jewellery company places
sustainability to the fore
DISCLAIMER:
52 All that glitters
Story-telling through social media and why
it's important to your business
This publication may not be reproduced
in whole or part without the written
permission of the Publisher.
Articles express the opinions of the
authors and are not necessarily those of the
Publisher or Editor. Mention of a product or
service in this magazine does not indicate the
Publisher’s endorsement.
AUSTRALIA AND NEW
JULY 2022
ZEALAND’S PROFESSIONAL JEWELLERY MAGAZINE
The Publisher excludes all liability for
loss resulting from any inaccuracies or false
or misleading statements that may appear
in this publication.
All information is copyright.
Celebrating 126 years of excellence
FRONT COVER
Sherman Opals
www.shermanopals.com.au
4
jewellery world - July 2022

All Silver is Rhodium Plated
All Silver is Rhodium Plated
• Sydney AGHA Gift Fair - February 21-24, 2020 (Homebush)
• International • Sydney AGHA Jewellery Gift Fair -September - February 21-24, 12-14, 2020 (Homebush)
(Darling Harbour)
• International Jewellery Fair -September 12-14, 2020 (Darling Harbour)
TJDSILVER.COM.AU 0400272365 ADMIN@TJDSILVER.COM.AU

News
IGI certifies world's largest lab grown
diamond
The International Gemological Institute (IGI), the
world’s largest independent gemological laboratory,
has analysed and graded a 30.18 carat laboratory
grown diamond as the world’s largest to date.
Britney Spear's wedding jewellery
Britney Spears has married, and she was truly a sparkling bride, with more than
US$550,000 worth of jewellery brightening up her wedding day.
Her exclusive jewellery designer for the event, Stephanie Gottlieb, said that
Britney wanted simple classic jewellery that would make a statement without
overshadowing other features of the wedding.
“So we were tasked with creating beautiful and iconic pieces that would add to her
overall ensemble, sticking true to what we do with our own designs and styling her
in something unique and memorable.”
Britney had two platinum wedding bands made to
pair with her engagement ring. One band is a classic
round diamond eternity band, while the second is
a marquise diamond band. The bridegroom Sam
Asghari also had two platinum wedding bands,
one with a polished beveled edge, the other with a
polished step edge.
Britney accessorised her wedding dress with a heart shape tennis necklace
featuring 27 carats of diamonds and a 23-carat oval diamond tennis bracelet and
diamond drop earrings featuring round diamond and pear-shaped drops set in pave
diamond halos.
“The mix of brilliant diamonds in different shapes is a fun way to style these classic
pieces and suits her playful personality,” said Stephanie.
Harrods turns blue for
Tiffany’s birthday
The orange lights of Harrods by night is
one of the enduring images of London. The
building has been lit that way for almost all of
its 173 year history.
But for Tiffany and Co.’s 150th birthday,
Harrods went blue.
The “Pride of India” is the
first polished lab grown
diamond to exceed 30 carats,
sneaking just over the mark at
30.18ct. Produced by Ethereal
Green Diamond LLP, the
breakthrough stone is emerald
cut and was on display at JCK Las Vegas in early June.
The type IIa rough crystal the gem was cut from took
approximately four weeks to grow via the Chemical
Vapour Deposition (CVD) process and was graded to
have H colour, VS2 clarity.
Ethereal Green Diamond is headquartered in Mumbai,
India, and is well-known for producing large, highquality
lab grown diamonds.
Gold jewellery saved from rats
In an adventurous tale that someone should tell
Disney, Mumbai police have rescued a bag of jewellery
from rats as they dragged it through the gutters.
In a bizarre series of events, Sundari Planibel was on
her way to deposit a bag of jewellery in the bank. In
the same bag was a vada pav (a deep fried potato
dumpling in a bread bun).
When she met a begger and her children on the street,
Planibel gave her the vada pav, forgetting the jewellery
was in the same bag. The beggar, unimpressed with
the dry bun, tossed the bag into the gutter, where rats
dragged it back to a garbage dump.
When Planibel alerted the police later, a team of cops
were able to use CCTV footage to track down the
beggar and the path of the rats, returning the gold
jewellery to Planibel.
The event meant changing 7,500 light bulbs,
which the store promises will be completely
recycled.
6
jewellery world - July 2022

LONG
LIVE
LOVE
We are proud to announce the evolution of
Peter W Beck to BECKS.
This move pays respect to our trail blazing father and it also
signals some positive changes we are bringing to the next
generation of our company. On behalf of everyone at BECKS
we will continue to champion this great industry and the long
lasting affects it has on people.

News
Kimberley Process avoids censuring
Russia
A rift has developed within the Kimberley
Process (KP) for its failure to address the issue
of Russian diamonds after Russia’s invasion of
Ukraine.
The international conflict diamond body held
a June meeting in Gaborone, Botswana and
drew sharp criticism from its civil society arm
for refusing to even place discussion about the
issue on the agenda.
Leviev Diamonds collaborates with con victims to
create fundraising bracelet
Leviev Diamonds, one of the world’s largest privately held diamond firms, is collaborating
with three scam victims featured on Netflix’s documentary The Tindler Swindler to launch
the Stronger Together charm bracelet, priced at $169, as a fundraising initiative.
The Stronger Together bracelet features two interlocking rings in sterling silver with 18k
gold vermeil, set with two natural diamonds and engraved with the words “Stronger
together.” Proceeds of the bracelet sales will go to the swindler’s victims and to Women
For Women International, a non-profit organisation supporting women affected by war.
Over a period of years, con artist Shimon Hayut met women on the dating app Tinder
while claiming to be Simon Leviev of Leviev Diamonds. He courted his victims in
extravagant style before defrauding them, and he operated an elaborate pyramid
scheme where he used one woman’s money to woo the next woman. All told, he stole an
estimated $10 million from Tinder girlfriends.
A Netflix that debuted in February 2002 entitled The Tinder
Swindler followed the stories of three women – Cecilie Fjellhøy,
Pernilla Sjöholm, and Ayleen Charlotte – who were swindled out
of more than $500,000 between them. The Leviev family were
also damaged by the false association with Hayut, who faces
criminal charges in court on 28 June.
Leviev Diamonds CEO Chagit Leviev said that when she and her
nine siblings heard that the swindler was pretending to be a
member of her family, they were all determined to support the
women he had defrauded.
Leviev CEO Chagit Leviev
“It’s a statement,” Chagit Leviev says. “When the documentary
came out, I so connected to what they went through. It hurt me. And I wanted to find a
way to show this guy and support the women. We’re not just going to wait for him to pay
the price for what he’s done. We want to help them for what they’ve been through.”
Alrosa
The KP is a coalition of governments, the
diamond industry and an umbrella coalition
representing civil society. The body was formed
to prevent the use of diamonds to fund conflict,
as state-owned Russian diamond producer
Alrosa undoubtedly does for Russia now.
In the run up to the June meeting, Ukraine,
Australia, the EU, Britain, Canada and the United
States were all pushing to place Russia on the
agenda, as well as to broaden the KP’s definition
of conflict diamonds.
Russia, as well as Belarus, Mali, Central
African Republic and Krygyzstan, objected to
the proposals. The KP makes its decisions by
consensus, so any hope of action has been
dashed.
"It was a long debate and it took a lot of
comprise and negotiating to adopt the final
agenda and the issue of the Russia-Ukraine war
is not on it," said Jacob Thamage of Botswana,
the current KP chair.
“We don’t want to make this just about Simon. Simon is just one among others. There are
so many fraudsters out there. There are so many victims,” Pernilla Sjöholm says. “There’s
a real story behind fraud, and we shouldn’t blame the victims all the time. We should take
fraud more seriously.… With this bracelet, we feel stronger together because we’re strong
when we have others.” Top: Cecilie Fjellhøy, Pernilla Sjöholm, and Ayleen Charlotte pictured with
Leviev CEO Chagit Leviev
8
jewellery world - July 2022

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News
Swarovski names new CEO
Throughout its 127-year history,
Swarovski has been a family-managed
brand. Now the company has appointed
its first CEO from outside the family —
Alexis Nasard. Nasard takes over the role
in early July.
Nasard’s recent roles include CEO
of Kantar, a London-based data and
analytics company, and before that, six
years as CEO of Bata Group, a Swiss shoe
company.
Tag Heuer allows users to flaunt their NFTs IRL
Tag Heuer was one of the first luxury brands to step into the wild
frontier of Web3 — it was an early mover in the luxury sector
with the introduction of crypto payments on its US website. Now
it is updating its smartwatch technology to allow wearers to show
off their NFTs right on their wrists.
Most typically, an NFT is a unique piece of digital ‘art’. Equally typically, the rest of the internet finds
those who bang on about their NFT collections utterly insufferable. The new functionality on the Tag
Heuer Connected Calibre E4 smartwatch will allow NFT owners to display their art on the face of their
watch so long as their collection is stored on the Ethereum blockchain.
The adaptation will be available as a free update for Tag smartwatch owners via Apple’s App Store
and Google’s Play Store. Users will be able to connect securely to crypto wallets such as Metamask or
Ledger Live.
Tag Heuer CEO
Tag Heuer CEO Frédéric Arnault — son of LVMH chairman Bernard Arnault
— plans to use the added function himself with an NFT he bought from the
Bored Ape Yacht Club, he told Vogue Business. His own Bored Ape boasts an
eyepatch and diamond grin, a design considered the 2470th most rare ape,
according to fellow collectors. He uploaded pics of his own Tag connected
watch to Instagram featuring his Bored Ape and CloneX NFTs.
“We think that the wrist is a great place to display your NFT
— to have it close to you but also as a way of authentication
between members of the community, like a badge of
honour,” Arnault added. Which is one way of looking
at it.
Frédéric Arnault
Frédéric’s brother Alexandre, vice president of Tiffany & Co, might add his NFT
Cryptopunk which he purchased in earlier in the year for USD $416,000 to
his smartwatch — or then again, he might not, as he recently had Tiffany
jewellers turn it into a charm.
The younger Arnaults remain bullish on crypto and Web3 even as their father,
LVMH head Bernard Arnault, steps into the lab grown diamond sector.
Until recently, Swarovski was governed
by an executive board made up of
founding family members who didn’t
always play nicely. In 2020, the brand
named a CEO — family member Robert
Buchbauer — but the squabbling
continued. Buchbauer stepped down
and was replaced
by an interim CEO
that Nasard now
replaces.
The company’s
board of directors
has also been
expanded to
include five nonfamily
members alongside three family
Alexis Nasard
members.
“With the appointment of Swarovski’s
first external CEO, we are taking an
important further step in establishing
a sustainable governance model,” said
Luisa Delgado, chair of the board of
directors, in a statement.
The Cryptopunk NFT that Tiffany VP
Alexandre Arnault had made into a
physical piece of jewellery.
10
jewellery world - July 2022

LAB GROWN DIAMONDS & JEWELLERY
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News
Zambian gem becomes world’s largest
uncut emerald
A 7,525-carat single-crystal emerald named Chipembele
has been named the largest uncut emerald by the
Guiness World Records.
Unearthed from the Gemfields’ Kagem mine in Zambia,
the stone is also known as ‘the rhino emerald’ as
chipembele means rhino in the local indigenous dialect
of the Bemba people of Zambia.
“The great honour of a Zambian emerald like
Chipembele achieving a Guinness World Records title
is sure to further the mission of raising awareness
of African coloured gemstones and promoting best
practices in the industry,” noted Gemfields.
100+ carat diamond sells for $12.9million
The Juno diamond – a 101.44 carat pear-shaped internally flawless diamond – sold at
Sotheby’s June auction in New York for USD $12.9 million. According to Sotheby’s, less
than 2 percent of all gem diamonds are the Juno diamond’s category.
"The appearance of a 100-carat perfect diamond at auction is a noteworthy event.
Only twelve D colour, Flawless or Internally Flawless diamonds have sold at auction
since 1990, and Sotheby's has had the privilege of selling seven of these important
stones," said a post on Sotheby's web site.
“The rarity of Chipembele is evident when looking
at its unusually large size, coupled with an incredible
transparency and vivid green colour,” remarked
Gemfields. “By shining a light through Chipembele,
you can see deep within the gemstone and witness
the intensity of colour and the unusual absence of
inclusions.”
Chipembele was discovered in July 2021. It is owned by
Avraham Eshed of Israel.
"Just a handful of diamonds over 100 carats have
ever been offered at auction," said Quig Bruning,
head of jewellery for Sotheby's Americas. "The fact
that we have two in one sale is rare beyond rare."
The Earth Star, a 111.59 carat deep orange-brown
diamond, was on sale for the first time in four
decades.
According to Barron's, the Earth Star is listed in the
book "Famous Diamonds" by Lord Ian Balfour and
was originally a 248.9-carat rough diamond found in
South Africa in 1967.
Both diamonds are about the size of a ‘small egg’
according to Sotheby’s.
VicenzaOro September is back!
One of the major stops on the tradeshow circuit, the
September VicenzaOro show, emerges from Covidhibernation
this year. The fair returns to Vicenza from
9-13 September.
This year, the event will also feature VO Vintage, open to
vintage watch and jewellery collectors and enthusiasts.
12
jewellery world - July 2022

News
Pandora buys entire store network in Portugal
Danish jeweller Pandora has acquired the distribution and sales network of Visao do
Tempo, its distributor in Portugal. The deal will see Pandora take over 34 locations
from Visao do Tempo to assume full ownership of its Portuguese business.
"The acquisition supports Pandora's Phoenix strategy
that aims to drive growth through a number of
initiatives including strategic network expansion,"
Pandora said.
"By acquiring the network in Portugal, Pandora will also
get better control of its brand development and be able
to build a superior omni-channel journey and improve
its product offering," it added.
Visao do Tempo introduced Pandora to the Portuguese market 16 years ago and
today operates 25 concept stores and nine shop-in-shops in the country. All 34
locations will open as Pandora owned and operated stores on July 20.
Pandora’s Phoenix strategy outlines the company’s aim to tighten its control over
its brand and to fuel desirability and extend reach to win Gen Z and Millennial
customers.
ICA appoints new CEO
The International Coloured Gemstone Association
(ICA) has appointed Douglas K. Hucker ‎to serve as its
next chief executive. He will replace Gary Roskin, who
has led the association for the past seven years.
Prior to joining the ICA, Hucker served over two
decades as CEO of the American Gem Trade
Association (AGTA). His industry involvement has
incorporated participation on the boards of many
associations, including the AGTA, the American Gem
Society, the Jewelers Vigilance Committee, World
Jewellery Confederation (CIBJO).
In his new role, Hucker will work to expand ICA’s
membership, strengthen the ‎organisation’s influence
and resources, and uphold its role in public and
industry ‎affairs as an advocate for its members and
the coloured gemstone industry at large.
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DIGITAL TIPS AND TRICKS
So, this month’s article is going to be fun.
Why? Because I'm going to show you a bunch of really cool web tools that you might not
know about, as well as a few tips and tricks I've learnt on my iPhone.
(Sorry Android users, I can't help you in the first part of this article).
My Six Favourite Apple Tools
1. Moving the cursor like a mouse
Remember the ol’ press-and-hold magnifying
glass from previous versions of the IOS? Well,
it’s gone. Never coming back. So, these days,
if you make a spelling mistake in a text or
email how can you position exactly where you
want it? Press and hold the space bar. As you
can see in the photos below, all the letters
in the keyboard disappear creating a kind of
‘mousepad’ space. Keep holding and move
your finger over this space. The cursor now
moves around the entire text, giving you the
ability to place the cursor where you need it to
correct a single letter rather than retyping the
entire word.
This is a massive time-saving tool that, if
you’re not using it already, will change your
life. Believe me.
2. Calculator trick
You realised you've made a mistake when
using the Apple phone calculator, but you only
want to change the last digit instead of the
whole number. The ‘clear’ button annoying
deletes the whole number. But you can now
simply touch the top of the screen with a flick
(left or right ;) to delete the last digit. Flick
again and the next digit will go too.
3. Scanning documents
Are you aware that the iPhone now has an
incredible scanning tool? This can be done
through the Notes app. Start by creating a
new note and press on the camera icon. Click
on the scan documents option and place
your document on a background with good
contrast. Your camera will then take a brilliant
image of your document. The really cool
thing about this is that if you touch the three
intersecting circle icons at the bottom, you can
choose whether you want that picture in full
colour, greyscale, black and white, or receiving
it as a photo. To the left of that, you can also
move the corners around if you're not happy
with how they're positioned, just like the
cropping tool. The scan will be saved in your
Notes.
4. Scanning to text
Another cool feature in the Notes app is
scanning text. This is particularly helpful if
you're reading an article and want to use
14
jewellery world - July 2022

DDCA NEWS
Rami Baron
President, Diamond Dealers Club of Australia
rami@ddca.org.au
what's written there in an email or recreate
the information from a receipt or valuation.
Click on the camera icon once more but
choose the scan text option this time. Through
its character recognition software, you'll see
how it can identify the text areas and copy
them for you. This is especially useful when
copying things like bank details because you
DO NOT want to get it wrong.
5. Photo exposure
The main issue with taking photos is that they
often end up being overexposed. If you're
trying to take an image, touch the focal point
on the screen until you see a fine yellow box
appear. There will be a sun icon on the box's
right side. While holding your finger on the
sun icon, you can drag it up or down to change
the image's exposure (brightness or darkness).
I find this feature particularly good when I'm
watching an early sunrise, or I'm on holiday
and the pictures end up being overexposed,
or there isn't enough light to capture a good
image of everyone together.
6. Panorama mode
Here is another great camera trick. You
want to photograph a tall building, perhaps
with someone in it, to show the structure's
magnitude or capture something in nature,
but you can't fit both things in the image
effectively. When you open your camera,
select the panorama setting (it's the last
option to the right). Once your phone has
been set to panorama mode, turn your
camera to the side. Take the photo while
moving your phone all the way to the top of
the building or mountain. You should now be
able to capture everything in one photo.
I could keep going with phone tricks, but I'll
save some for another time.
Let's have a look at some great tools that you
should consider using for your website and
social media.
1. titlegenerator.com
Say you want to create some content for social
media, perhaps a blog article or a simple post,
and you're searching for a strong title that will
catch people's attention and generate a high
ranking on the web.
2. pickfu.com
One thing we always do with our web pages
is look for feedback on which page has the
most appealing layout. Before launching a
new ad campaign, we frequently produce
two versions and get feedback using a tool
like pickfu.com which can help us save
thousands of dollars. Pickfu can conduct polls
to determine which page is the best. People
can actually vote on what they like and dislike
and often leave comments that are incredibly
helpful as feedback. It is a really good product
validator tool.
3. Headline analyser
Another awesome tool is headline analyser,
coschedule.com/headline-analyzer. Once
you've chosen a headline, this tool will
analyse it and provide an SEO score (for
those unfamiliar with SEO, it is the process
of increasing website traffic). There are
some great add-ons like suggestions about
increasing strong words or eliminating weak
ones, and it really comes down to fine-tuning
your headline.
4. Mention.com
Let's say you want to look up what is being
said about you on social media or all over
the web. You would never know about the
thousands of chat groups that exist. We
were once sent six pages of comments
from a doctor’s chat group where people
were discussing jewellery insurance and
my business, Q Report, came up with high
praise. Some Google tools do this to some
degree, but none nearly as comprehensive as
"Mention.”
5. Hotjar
The following tool is helpful to gauge what
people are focusing on when they are looking
at your website. Hotjar uses a heat map to
analyse your website and can show you where
users are hovering and paying attention.
6. Inpaint
This one I love. I know you can get an app on
your phone, but sometimes you may want
it on your desktop. It's called Inpaint.com. It
allows you to eliminate objects from photos
that take away from the image.
7. Flaticon
Consider visiting Flaticon.com if you want
really nice quality icons for your website. You'll
find a huge selection of fantastic icons you
may use there.
Well, I am going to stop now because, clearly, I
get excited by all these things, but I'm not sure
if everyone else does sooo...
Trade well,,, Rami Baron.
July 2022 15

PRESIDENT'S
MESSAGE
Karen Denaro
As we enter the second half of 2022, I continue to reflect upon how distinctly
different our current existence is since the beginning of the pandemic, and
how much has transpired over the course of the last six months, alone.
As a proud, first generation (Gen-X) Australian,
I consider myself fortunate to have reach my
mid-forties relatively unimpacted by economic
crisis, particularly during my formative years.
Not to diminish the impact of crisis on the
generations of Australians before my mine
and the generations after me, my vague
recollection of interest rates reaching what
was then an all-time high, and the subsequent
recession, in the 80’s, did not impact my life
one iota - I still went about my daily routine,
without any significant disturbances.
Overall, Australia rode through the last Global
Financial Crisis with far more ease than most
countries around the world.
Fast-forward to July 2022. Over the course
of the last two years, Australians have been
faced with the devastation of fires, floods,
a never-ending and perpetually evolving
pandemic - causing major disruption to our
businesses, our education, the way we do
groceries, our medical system and over-all
the way we connect, on every level, in every
sphere of life.
Petrol prices have reached an all-time high.
We have recently seen a huge surge in
electricity and gas prices. The cost of basic,
core needs are, in fact, astronomical. Iceberg
lettuce anyone?!
Australians are adaptable and resilient.
Like the phoenix rising from the flames, we
continue to rise to opportunity. Unfortunately,
so does inflation!
Amidst the challenges and chaos, through the
uncertainty of these unprecedented times,
one thing is absolute; our lives will never be
the same.
Over the course of the last two years, the
way we operate and connect through our
businesses has vastly transformed our lives.
The way we communicate to our colleagues
and with our clients has evolved. We rely on
technology to stay connected. We have also
become largely driven by what we see via our
social media platforms. Our popularity based
on filtered images, following, likes, hashtags,
comments and overall, perception.
At a time where the culture of our society
shifts focus to the importance of ‘look’, rather
than ‘feel’, I grow concerned about all that
is organic and natural, from our means of
connection to that of diamonds.
The Australian jewellery trade has seen a
marked increase in the demand of laboratorygrown
diamonds (LGD), this year. Whilst
the ultimate goal maybe to obtain a natural
diamond, the current cost of living and the
increasing cost of natural diamonds has
Australian consumers buying into what I have
heard described as, ‘perceived value dream’.
‘Flash for cash’ reigns high in that dream.
Make no mistake, I DO believe there is a place
in the Australian market for LGDs and this
sector of the market will continue to flourish.
Simply put, I personally do not believe that
the demand for LGDs, in Australia, will surpass
that of natural diamonds.
What is of growing concern is the marketing
and disclosure of LGD. Also, concerns of crosspollination
of LGDs infiltrating the natural
diamond market. Ensuring transparency and
are in fact, informed when purchasing LGDs is
of paramount importance. This impacts every
sector of the trade, right through the supply
chain to the consumer.
The Jewellers Association of Australia align
with and support CIBJO Laboratory-Grown
Diamond Guidelines regulations on the
marketing, branding, grading and sales of
LGDs. The JAA endeavour to work with the
ACCC to ensure that these global regulations
are also adhered to across Australia.
We continue to welcome all JAA members
and the Australian jewellery industry, at large,
to reach out to us for further information,
should you require support on the marketing,
branding and sales of LGDs. We also welcome
you to connect with us should you require
assistance or advice on any other industry
matters.
16
jewellery world - July 2022

YOU ARE
MY
ROCK.
Becoming a member of the Jewellers
Association of Australia has a comprehensive
range of benefits.
We are here to help support, protect, guide
and grow your business, whilst being a voice
for the Australian Jewellery Industry.
The 2022 Member Prospectus details the
benefits available to members and we
welcome you to contact us with any questions
or feedback you may have about the JAA.
INSPIRING CONFIDENCE. SINCE 1931.
view the
MEMBER
BENEFITS
jaa.com.au/benefits

LVMH INVESTS IN
LAB GROWN LUXURY
Ever since lab grown diamonds stepped away
from their dull-brown industrial origins and
into glittering light of fine jewellery, things
have been tense between their supporters
and the establishment behind natural mined
diamonds.
In 2018, the US Federal Trade Commission
revised its definition of diamonds and
imposed new rules on the jewellery trade,
rules that became adopted globally – a
diamond is a diamond, no matter how it
was forged. From that moment, what is now
the Natural Diamond Council established
the official party line: “Crafted by nature
over millions of years, natural diamonds are
inherently valuable, rare and precious.” The
implication was that lab grown diamonds
were cheap substitutes made in a factory
with no value aside from their cost of
production.
Bernard Arnault, CEO of LVMH group.
It was a noble position, but it disregarded
one key factor: if it shines like a diamond and
it is a diamond, most customers aren't really
going to care where it comes from.
In the early days after this rule-change, the
big luxury brands – the ones with the most to
lose, including Bulgari, Cartier and Tiffany –
stood and defended the natural diamond line.
But times changes everything – not least
carbon into diamonds.
LVMH Luxury Ventures, the mega-stable of
luxury brands (which now owns Tiffany) has
just completed a USD $90 million investment
round in an Israel-based lab grown diamond
company named Lusix.
Lusix is the lab grown diamond industry's
first 100 percent solar-powered diamond
producer. It markets its gems under the “Sun
Grown Diamond” brand. It produces clear
and custom-coloured rough and is one of the
industry's leading producers of premiumquality
diamond. The $90 million investment
by LVMH will be used to bring a second 100
percent solar-powered facility online in the
next few months.
The fact that LVMH has taken such a
prominent stance in the lab grown field
increases the likelihood that the lab grown
market will accelerate even faster than
many expected. As it stands, the entire lab
grown diamond industry is estimated at just
under USD $6 billion and even before this
announcement, according to Forbes, was
predicted to double in size by 2025.
LVMH chairman and chief executive, Bernard
Arnault, recently surpassed Amazon's founder
Jeff Bezos to become the world's richest
person with an estimated net worth of around
USD $186.3 billion, according to Forbes.
Arnault has made his fortune via a series of
astute takeovers of luxury companies and then
ensuring those brands stay at the cutting edge
of trends and fashions.
Lusix owner Benny Landa at JCK Las Vegas.
Despite some LVMH brands holding out on lab
grown diamonds (Tiffany and Bulgari), others
have dived in wholeheartedly. Tag Heuer's
recent lab grown diamond watch, the Carrera
Plasma, was made with diamonds created
by Lusix. Tag Heuer's CEO is Frederic Arnault,
Bernard's son and a Millennial with a keen eye
for appeals to a younger customer.
The owner of Lusix, Israeli billionaire Benny
Landa, was at JCK Las Vegas in June and was
asked if he expected other brands in the LVMH
stable to use his diamonds.
Landa remained coy but his answer should
give many something to ponder. “I cannot
speak on behalf of LVMH, but I would ask
myself why would a luxury brand make such
an investment. There are obviously very good
reasons,” he said.
The issue remains about choice – and lab
grown diamonds are an attractive choice to
the next generation of luxury consumers.
Natural diamonds have environmental and
social challenges to overcome that 'renewable'
and 'sun grown' diamonds can bypass.
Not to mention, a bigger, brighter, cheaper
diamond is often the choice everyone wants.
The Tag Heuer Carrera Plasma with its face and accents
made from lab grown diamonds.
18
jewellery world - July 2022

Something to suit every age and taste.
Let’s ‘brooch’ the matter of
winter jewellery.
ESSE has a fabulous range of large
sterling silver brooches including
vintage, classic and whimsical.
Individually bead set with top
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touch to a coat or hat.
See us at the JWNZ Spring Trade Fair September 11
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The next chapter of the
Argyle Pink Diamonds brand
Two renowned jewellers have been chosen to head the Icon Partner
program — a Rio Tinto strategy to secure the future development
of the Argyle Pink Diamonds brand.
Following the November 2020 closure of the
Argyle mine in Western Australia, Rio Tinto
has retained and managed the Argyle Pink
Diamonds brand and has been working with
its exclusive distribution network to ensure it
remains the world’s only official custodian of
Argyle Pink Diamonds.
Rio Tinto has appointed two preeminent
Argyle Pink Diamonds market developers –
John Calleija and John Glajz – as its first Icon
Partners. They will be licensed to use the
Argyle Pink Diamonds brand for the remaining
polished Argyle Pink Diamonds inventory
and develop jewellery and limited edition
pieces in keeping with their rarity, beauty and
collectability.
John Calleija is a designer and owner of luxury
jewellery house Calleija, known for his award
winning craftsmanship, having worked with
Argyle Pink Diamonds since the beginning of
the mine in 1983. Renowned for producing
some of the most iconic Argyle Pink Diamonds
jewelled art and wearable treasures, he
will continue to honour the Argyle legacy by
developing further one-of-a-kind creations
and limited edition collections.
John Calleija said “Argyle Pink Diamonds have
been much of my life’s work and I am looking
forward to continuing to create works of art
and wearable treasures for our clients around
the globe that are worthy of the brand’s
heritage diamond status,” said John Calleija.
Singapore-based John Glajz, of rare gem
specialist Glajz THG, has been creating
bespoke Argyle Pink Diamonds jewellery
and collectibles for more than 25 years.
He has designed tiaras, collectible coins
and numerous exclusive designs in creative
collaboration with Mints, manufacturers and
luxury diamond jewellery houses. His most
recent collaboration brings together Muzo
Emeralds and Argyle Pink Diamonds in a fusion
of colour and creativity.
John Glajz said, “I am delighted to be
appointed an Icon Partner and continue a
long association
with the Argyle Pink
Diamonds brand.
The mesmerising
beauty of an Argyle
Pink Diamond, its
beautiful birthplace,
its status and
mystique will
continue to be
upheld through the
program to ensure
the brand integrity
of the one true
source of rare pink
diamonds.”
The Icon Partner
program is part
of a strategy
designed to protect
the provenance
of Argyle Pink
Diamonds. Rio Tinto
is also introducing
a certification service, a concierge trading
platform for certified Argyle Pink Diamonds,
a new Beyond Rare Tender platform for
special sales events and a number of strategic
collections and collaborations involving
existing inventory and the secondary market.
The secondary market for Argyle Pink
Diamonds comprises almost forty years of
rare polished pink diamonds, together with
heirloom pieces of jewellery, collectibles
and objets. This market requires careful
management to preserve the precious
provenance of Argyle Pink Diamonds and
continue the legacy of careful custody that
underscores its rarity.
“This is the start of a new chapter for Argyle
Pink Diamonds, to ensure they maintain their
value and investment potential as a finite,
unrepeatable natural resource and achieve
the status of outstanding heritage diamonds,”
Rio Tinto Minerals chief executive Sinead
Kaufman said.
“Rio Tinto is proud to continue to manage the
legacy of this uniquely Western Australian
product and I pay tribute to the unrivalled
craftsmanship and deep engagement of all
our customers and partners who have been,
and continue to be, instrumental in creating
the global phenomenon that is Argyle Pink
Diamonds.”
20
jewellery world - July 2022

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Tolga Capanoglu,
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LIVADI CREATES
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Our manufacturing capacity and state-of-theart
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22
jewellery world - July 2022

customers to select their preferred stockist while creating a login to
start designing their dream rings in the Livadi configurator.
With Livadi, clients no longer need to rely on searching for the
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Opals Australia
Australia's
National Gemstone
Opals Australia
Madsen Opals
True Blue Opals
24
jewellery world - July 2022

By Stefan Juengling
INSIGHT INTO OUR
OPAL HUNTERS
While a lack of new opal finds, higher fuel prices and more regulation makes life harder for our
Aussie opal miners, developments in opal mining technology ease the burden, and demand
remains strong, in part due to the successful TV series Outback Opal Hunters. Speaking to 10 big
names in the Australian opal industry, we find out what’s the state of our opal industry.
Soft supply, hard demand
Most of our contributors agreed that supply
of opals has struggled to keep up with
surging demand, both domestically and
internationally.
Opals by Steed is a
Coober Pedy-based
opal cutter and
wholesaler which
sources opal directly
from the fields.
Business owner and
opal cutter Steed
Opals by Steed
Sutherland said that
opal supply is certainly lower than the demand
for gem-quality opal and continues to drop
nation-wide.
“With the minimal material coming out of the
ground, this is also driving the prices up for
rough opal along with the substantially higher
costs involved for the mining process.
Opals by Steed
Opals by Steed
“With rough opal production declining, prices
are increasing for the buyer such as myself to
buy rough material and the wholesale price
per carat for the jewellery manufacturers/
designers and opal dealers buying polished
stones.”
Ross Sedawie is Head of Business
Management at Opal Auctions which houses
the largest collection of opals on the internet.
For Ross, the supply for opals has softened
slightly compared to 2021, but continues to
trend upwards if 2021 is excluded from the
equation.
“2021 was exceptionally good because of
the COVID lockdowns and people purchasing
more online.”
Opaline Pty Ltd is a
Noosa, Queenslandbased
gem atelier
which mines,
processes and
wholesales opals
Opaline
and coloured gemstones to manufacturers. Its
director Peter Christianos said the Australian
opal supply has been diminishing for at least
the past decade. As for demand, he said a
search for opals on Instagram would reveal
that the stone has real street cred and holds
currency with the world’s fashionable and
emerging jewellery designers.
“In short, the demand for opal remains robust.
Prices have been steadily increasing, providing
a decent hedge against inflation.”
Sherman Opals is a 126-year-old opal
wholesale and export family business headed
by managing director Peter Sherman, who said
the current opal supply is low, but demand has
been very high.
“Mostly due to the pandemic and also due
to the Outback Opal Hunters TV show, both
domestic and overseas viewers have all been
switched on to the delights of the Australian
opal.”
July 2022 25

Natassa Patel is
Director of Gold
Coast-based opal
wholesalers True Blue
Opals Pty Ltd, who
said both the opal
supply and demand
appear positive from
her point of view.
True Blue Opals
True Blue Opals
“Supply has been steady though the prices
have somewhat increased.”
She said both domestic and international
demand has increased greatly, and both
national and global uncertainty has
encouraged many to look into and invest in
the lapidary arts.
Clayton Peer is managing director of
Australia’s largest commercial supplier of opal
jewellery and loose Australian opals: Opals
Australia. Clayton said demand has been good
thanks to Australians travelling more in their
own backyard.
“Lighting Ridge, White Cliffs, Coober Pedy,
Winton for example have an increase in visitor
numbers, (so) Aussies are still tending to travel
at home.”
Another opal expert who lauded both the
pandemic and Outback Opal Hunters as
driving interest and demand in opals is
Rhys Fox, assistant manager of Sunshine
Coast opal cutter, supplier, and valuer
Opals Down Under. Rhys said that those
two factors had contributed towards a
dramatic increase in the popularity and
demand for opal, both domestically and
internationally, particularly in the US.
“America has always held a steady interest in
Australian Opal, but it definitely has been back
on the rise.”
Lightning Ridge Opal Mines is a family
owned and operated
opal business in
Melbourne, and
director Atheka
Le Seouf said the
domestic market
remains steady, and
Lightning Ridge Opal Mines once international
travel and tourism returns to pre-pandemic
levels, she expects to see an increase.
Opal mining remains a costly,
over-regulated, tough gig
Many of our respondents said that conditions
on the mining fields are tough due to the
weather, regulation and costs.
Peter Christianos didn’t mince words when he
said that opal mining has become prohibitively
expensive.
“Small scale artisanal miners are burdened
with the same regulatory costs and
compliance requirements that large
corporations deal with.
“Opal mining representatives are proactively
collaborating with the authorities to affect
policy-making outcomes that prioritise and
facilitate expenditure on production at the
opal fields.”
Echoing similar views, Ross said conditions
are becoming harder for miners who want to
obtain and run an opal mine, with everything
from disputes with farmers to government
regulation holding up
operation.
Opals Australia
“The Queensland state
government imposed a moratorium on new
small mining claims on November 25, as part
of a review in its draft Queensland resources
industry development plan.”
Conversely, Peter Sherman said that despite
a lack productive mining, conditions on the
mining fields remained buoyant.
“With the large volume of ‘domestic tourists’
travelling around Australia, places like
Lightning Ridge, Coober Pedy, Andamooka and
many of the Queensland Boulder Opal fields
received a good amount of visitors, hence
energy and dollars into the industry.”
Whilst Opals by Steed is not a mining
company, Steed acknowledged that costs of
everyday items can be substantially higher
for his local Coober Pedy mining community,
including the all-important miner’s tool:
diesel.
Opals by Steed
26
jewellery world - July 2022

Celebrating 126 years of excellence
Still a family-owned business.
Specialising in all forms of Australian Opal,
loose stones and set jewellery.
Level 2, Culwulla Chambers,
67 Castlereagh Street, Sydney NSW 2000
T: +61 2 9233 6355
E: opals@shermanopals.com.au

“These prices
along with
minimal help/incentives from
government departments
towards opal mining make the option of
exploration to find new opal bearing ground
and fields near impossible which is yet
another reason opal production is declining
rapidly.”
Specifically
addressing the
mining fiscal
situation, Natassa
said that increased
demand meant
miners have found it
easier to finance their operations.
“They also have become direct sellers with the
increase exposure and opportunities of the
internet.”
Though she acknowledged that taking on
online selling in addition to mining would be
difficult to maintain effectively.
Boulder Opal
Mines Australia
Winton-based opal mining,
cutting, wholesaling and
jewellery designing company
Boulder Opal Mines
Australia is managed by
co-founders John Doyle and
his partner Leanne Smedley.
John said there is more
red tape and paperwork
involved in operating an
opal mining company than
there was 20 years ago.
However,he maintained a
sunny attitude regarding
conditions on the field.
“Remote, hot in the summer, dusty…
In saying that: we love it.”
Madsen Opals
True Blue Opals
Top technology and techniques
Peter Christianos believed the adoption of
new technology and techniques is paramount
to the industry’s success going forward.
“The use of drones for aerial interpretation
and prospecting is becoming widespread...
such affordable and accessible technologies
give the modern miner an edge.”
He also said that ground-penetrating radar
systems which were once confined to
universities and academia are fast becoming
realistic tools that miners are actively trialling
to conduct underground mapping.
Madsen Opals Pty
Ltd is a Sydneybased
opal miner,
wholesaler and
exporter operating
since 1982. Its
director Erik
Madsen said that
Madsen Opals
unfortunately very little had changed in mining
techniques over the past few years. From
his perspective, he and his mining partner
at Lightning Ridge are the only ones trying
anything new: Black Opal mining in a similar
manner as large-scale coal or gold mining.
“We have constructed an incline from the
surface down to the opal-bearing levels and
then we are tunnelling using an excavator and
a large front-end loader.
Sherman Opals
“We are holding the roof up with roof bolts
and steel mesh.”
He said that by using this equipment, they can
extract a large amount of opal dirt in short
time, and are also able to wash the opal dirt
constantly in the wash plant.
“We believe it is a matter of being able to
wash large amounts of potential opal dirt to
be a successful producer while still keeping
the cost as low as possible.”
Peter Sherman said there is a constant need
for upgrades to opal mining equipment
and scientific research into deep earth opal
exploration.
To that end, John said
satellite imaging has
become used to spot
fault lines.
As for everyday
mining tools, Ross
said that electric
lights and jack
hammers have helped
reduce the reliance
on generators.
“While they are still
needed, having the
ability to charge up
strong LED lights
overnight that
last for nine hours
underground have
helped to reduce
the reliance on
generators.”
Sherman Opals
Lightning Ridge Opal Mines
28
jewellery world - July 2022

MADSEN
OPALS
We are a
MAJOR PRODUCER OF
BLACK AND BOULDER OPALS
from our own mines
Winton Boulder Opals from
our open cut mine (above)
Lightning Ridge Black Opals
and underground mine
Exhibiting at the Gold Coast Show
QT Gold Coast, 4 - 5 August, 2022. Booth: 10 & 11
Address: 263 Sussex Street, Sydney NSW 2000
Telephone: 02 9267 8680 Mobile: 0417 894 685
Email: madsen@opals.net
MADSEN OPALS PTY LTD

Opals Down Under
“For this reason I can see the opal mining
sector appealing to these people and believe
that there will be a small procession of ‘new
chum’ miners with dollar signs in their eyes
after watching Outback Opal Hunters.”
Clayton agreed that Outback Opal Hunters
has caused an increased number of people
wanting to come mining for opal.
Where’s the next generation of opal
miners?
John said that he doesn’t see younger people
coming into the mining side of opals, which is
concerning for the industry.
“However, we’ve noticed, in recent years the
younger people coming into the industry are
the tech-savvy buyers and sellers with high
internet marketing skills.”
From Ross’ perspective, the number of young
miners entering the mining department is
increasing but very slowly.
“In Coober Pedy for example, many young
miners would prefer to work down the road
in the copper mines and make a high wage,
rather than try to find a pocket of opal.
“Having said that though, there are
young miners who have started mining
who are creating huge followings on
social media like Tik Tok…almost
glorifying being an opal miner,
which is great for the industry.”
Steed regarded the dearth
of new talent coming in
as possibly one of the opal
industry’s biggest killers.
“Whist there are many
industrious young miners working
hard and making it their living, iron ore
mines near Coober Pedy have taken many
who may have followed in their father’s
footsteps where they are guaranteed a solid
pay cheque.”
Opals Australia
Sherman Opals
He said people can’t blame miners foregoing
opal mining given the tough conditions and
lack of guaranteed regular pay.
An opal rush is now overdue across all
our nation’s opal fields according to Peter
Christianos.
“Nonetheless there is a steady trickle of new
entrants across all of the opal fields: both
younger miners and older retirees who are
keen for the lifestyle and to ‘have a go’.
“Many talented crews whose members have
other professions are mining on a part-time
basis alternating shifts with their partners.”
For Erik, the costs and risks are what’s making
it difficult to attract new young people into
the industry.
“There are some younger miners from
family to form the next generation of
miners but not a very large amount.
“Another reason is that in general
there are less and less miners…
older miners are dying and then
there are very few new young
people starting to mine.”
Peter Sherman said there are
some young miners entering
the system, but too few for
long-term supply and production.
However, many exiting the cities for a
lifestyle change in the country over the past
few years, which may bode well for mining’s
future labour force.
When it comes to mined opals,
nothing goes to waste
When asked about what happens to the
majority of the mined opals that aren’t gem
quality, the overwhelming consensus is that
every stone including low-quality potch
will have a use, and virtually nothing gets
discarded.
Peter Sherman estimated that
only two or three per cent
of opals mined are of the
highest gem quality, but
nonetheless said most opals
are considered precious
gems to the finder, buyer, and
wearer.
“The great thing about opal
is that all stones have their
charm and appeal (hence in
their own way they are still
gems).”
He said that during
lockdowns, there was huge
demand from home hobby
cutters, which meant
large portions of what is
Madsen Opals normally ‘reject’ or low-quality
opal sold extremely well.
“To these home hobbyists every stone they
cut is a ‘gem’.”
Similarly, John said that approximately five
per cent of mined opals are gem quality, and
that while the next quality down used to be
discarded opals, they have found a use and
30
jewellery world - July 2022

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ecome popular. For Boulder Opals, he said
the only stones discarded are the lowest-grade
potch, along with crazed and cracked opal.
For Atheka, there really isn’t any such a thing
as a reject opal.
“If an opal has colour in it, then it can be used
in lower quality jewellery, or for triplet and
doublet manufacture.”
Natassa estimates only 10 per cent of opals
are gem-quality, and her team works hard to
think of innovative ways to use the other 90
per cent.
“For example, we use the ironstone matrix
from the Boulder Opal fields to make dye
where we use other gemstones as the
coloured additions of the number dots.
“We also invest heavily in making opal beads
from the low-grade potch and colour of all
opal, combining it with either a few gemgrade
opal and or other coloured stones in
bracelets, lariats and such.”
The great thing about the internet, is that
for companies like Opal Auctions, it opens
all types of opal to the market. Ross said this
meant that stones below gem-quality that
would have been discarded in the pre-2000s
are attracting interest, including cheap rough
for cutting practice, and even opal chips in fish
tanks.
“This means that no opal goes to waste…we
have even had people who strictly wanted
black opal potch for use in an art exhibit!”
Peter Christianos considers only five per cent
of opals and other gem-quality coloured
stones to be top quality.
“Super-gems make up less than one per cent,
gems are five per cent, and commercial gems
are 10 to 25 per cent.
“This top quartile is set in precious metal and
constitutes fine jewellery.”
Like his counterparts, this doesn’t mean he
considers the remaining 75 per cent rejects.
“There are various grades of ornamental
materials which are utilised for fashion
jewellery, doublets, triplets, beads, specimens,
carvings, souvenirs, amulets, inlays etc.”
The Outback Opal Hunters effect
There’s no denying Discovery Channel’s
Outback Opal Hunters did wonders to thrust
Australian opals and opal mining not just onto
the national but world stage. The exploits of
the series’ opal miners across South Australia,
Queensland, New South Wales, and Western
Australia captured
the imaginations of
viewers worldwide,
and made many
hungry for opals.
Opal Auctions
Peter Christianos
said the show had
definitely raised
awareness of
the rarity of our
national gemstone.
“On the one hand the contrived and shallow
plots (pun intended) of the program make
me cringe as reality is in every way more
intriguing.
“But on the other
hand, it is
undeniably
exciting to see
my colleagues
up in lights
as ‘film star’
celebrities.”
Opal Auctions
He said the series had become a major talking
point which brought visitors back to the opal
towns while also stimulating sales locally and
abroad.
Similarly, Steed regarded the show as having
done huge things for the opal industry
including creating desire to come to Coober
Pedy, Lightning Ridge and other regions to try
their hand at opal mining.
“Millions of people watch the show and has
shown many the beauty of opal and what It
can achieve as well as the extreme challenge
this gem offers to miners and cutters.”
Outback Opal Hunters has definitely whet the
appetite of amateur collectors and lapidarists,
according to Rhys, having seen more clients
contact them or come into Opals Down Under,
either to learn more about our national gem
or start their own opal journey.
“It’s great for the industry to see this level of
interest.”
Conversely, Ross said that feedback from
Opal Auctions’ buyers indicates that the show
represents too much hardship and fabricated
stories, without focusing on the opals.
“(the) feedback we get is that show does not
educate people at all about opal (since
they almost never find any!)”
Peter Sherman said Outback
Opal Hunters definitely
opened the eyes of
Australians and indeed the
world to this amazing and
fascinating gem.
Boulder Opal Mines Australia
Opals Australia
32
jewellery world - July 2022

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36
jewellery world - July 2022

By Stefan Juengling
A SHOWCASE OF OUR
IRIDESCENT OPAL INDUSTRY
Re-emerging after a 2-year COVID-induced hibernation, The Opal Trail has returned this year to put
on a gem bash like no other. With input from eight major players in Australia’s opal industry, we
discuss what this collection of shows has to offer for guests and exhibitors.
Each year, the most remote locations in
Australia’s outback come alive for a multishow
opal extravaganza.
The Opal Trail, otherwise known as The
Australian Opal Show Circuit, combines a
series of previously unrelated shows that run
from April until August every year, allowing
exhibitors and guests alike to enjoy the
shows without enduring the harsher hot
temperatures later in the year.
Mapping the trail…
The first show on the Trail was The Coober
Pedy Gem Trade Show in South Australia, held
on April 16 and 17. Be sure to mark this show
on your calendars and planners for next year
as it continues to build its reputation as one of
Australia’s pre-eminent opal trade shows.
The Winton Opal Trade Show on July 8 and
9 is an annual trade show in Winton, central
Queensland. Each year this event also hosts
the Boulder Opal Jewellery Design Awards,
and the Opal Inspired Dress Design Awards.
This is followed by
the Yowah Opal
Festival on July 15
to 17 in Yowah,
West Queensland,
which combines
Boulder Opal Mines Australia a showcase of
Yowah opal, music, entertainment and food.
The next stop is across the border at the
Lightning Ridge Opal Festival in northwestern
New South Wales. This four-day
event from July 27 to 30 attracts miners,
jewellers, wholesalers and opal trade from
across Australia. Special events include the
Opal Queen Ball, Opal & Gem Expo, and The
International Opal Jewellery Design Awards.
Trading at the LIghtning Ridge Opal Festival
Boulder Opal Mines Australia
an annual trade event hosted at the Surfer’s
Paradise QT resort.
The final show is the Gemfields Festival in
the central Queensland sapphire fields from
August 6 to 13. This event, formerly known
as Gemfest, is one of the most popular
celebrations of sapphires and gems in
Australia.
Boulder Opal Mines Australia
The Trail then
heads back to
Queensland for
the Australian
Opal Exhibition
on the Gold
Coast on August
4 and 5, which is
Boulder Opal Mines Australia
Bigger and better every year
Naturally some shows have experienced
COVID-cancellations over the past two years,
but many of our contributors reported
continued growth year-over-year, with some
shows even able to continue during COVID
thanks to their remote locations.
July 2022 37

Opal Auctions
Opaline
Peter Christianos is director of Opaline Pty
Ltd, a south-coastal Queensland-based
gem atelier which mines, processes and
wholesales opals and coloured gemstones to
manufacturers. Peter said The Opal Trail has
steadily developed and grown over the years,
and each season may highlight one location
above another due to new finds or increased
attendance.
“Winton is perhaps the most remote location
for visitors to attend.
“Due to the
outback tourism
boom during
COVID, Winton
was able to
capitalize,
hosting not one
but two shows
per annum over the last two years whilst
other shows were cancelled.”
Opaline
He said The Opal Trail is always an exciting
affair with many opal pundits and crew going
the full circuit, culminating in the Gold Coast
Opal Exhibition (before Gemfields Festival).
Opal Auctions houses the
largest collection of opals
on the internet, and Head of
Business Management Ross
Sedawie lauded The Opal
Trail as a great initiative,
having seen many people
travel across Australia for it
during COVID.
“On two occasions when
we travelled to Coober
Pedy and to Winton, it was
obvious that The Opal Trail
was having an effect because
the accommodation and car
rentals for those areas was
completely booked out.
“In all of our years travelling out to these areas
we have never seen it busier.”
John Doyle and his partner Leanne Smedley
are co-founders of Boulder Opal Mines
Australia, established 25 years ago as a
Winton-based opal miner, cutter, jewellery
designer and wholesaler. John agreed that the
opal shows had grown, particularly noticing
the growth and success of their local Winton
show over the past 7 years.
“Even though Winton is quite a distance to
travel from the major centres, it now attracts
opal buyers from all
over the world.
“They are looking to
purchase direct from
the source.”
Sydney-based business
Madsen Opals Pty Ltd
has been mining, wholesaling and exporting
opals since 1982, and director Erik Madsen
was more measured in his expectations for the
remaining Opal Trail shows.
Madsen Opals
“Prior to COVID, the Opal Trail shows were
growing, however, everything was put on hold
during the pandemic.
Opal Auctions
38
jewellery world - July 2022

The Opal Trail
Madsen Opals
16-17 April
Coober Pedy Gem Trade Show, SA
8-9 July
Winton Opal Trade Show, QLD
Boulder Opal Jewellery Design Awards
Opal Inspired Dress Design Awards
15-17 July
Yowah Opal Festival, QLD
27-30 July
Lightning Ridge Opal Festival, NSW
Opal Queen Ball
Opal and Gem Expo
International Opal Jewellery Design Awards
4-5 August
Australian Opal Exhibition, QLD
6-13 August
Gemfields Festival, QLD
Opals Australia
abn 61 101 407 514
Wholesale
Opals, Fossils
& Gemstones
Sally 0419 785 454 Natassa 0412 657 155
trueblueopals@gmail.com
25 Surfers Ave, Mermaid Waters QLD 4218 Australia

“It is hard to predict what this year’s shows
will be like…I think there will be less exhibitors
and less customers due to a downturn in
production.”
Established in 1896
by Ernest Gregory
Sherman, Sherman
Opals is a Sydneybased
opal wholesaler
and exporter headed
by managing director
Sherman Opals
Peter Gregory Sherman, eldest grandson of
Ernest. Peter hailed The Opal Trail as a good
coordination between individual state opal
associations which has led many buyers,
dealers, miners and tourists to follow said trail.
The Opal Trail is old news for most buyers and
sellers, according to Natassa Patel, Director of
Gold Coast-based opal wholesalers True Blue
Opals Pty Ltd.
“What I would say is that media exposure
in local and global platforms has increased
attendance if not queries about Australian
opal in general.
“I would say it is more about supporting the
industry as a whole and networking, though
we don’t have any complaints about the sales
figures.”
Who’s exhibiting where?
Opals by Steed is a Coober Pedy-based opal
cutter and wholesaler who will be a first-time
exhibiter at this year’s Opal Trail. Business
owner and opal cutter Steed Sutherland said
he will be exhibiting at Lightning Ridge and the
Gold Coast Opal Exhibition.
“I will be exhibiting my cut and polished
stones as well as fossils and rough opal from
Lightning Ridge, Andamooka, White Cliffs and
Coober Pedy.”
Boulder Opal Mines Australia
John said that Boulder Opal Mines Australia
will be displaying their rough boulder opal, cut
stones and jewellery at the Winton, Yowah,
Lightning Ridge shows, and the Australia Opal
Exhibition on the Gold Coast. He said he’s
been exhibiting at all these shows for more
than 12 years, found success with them, and
has built a regular clientele.
Sherman Opals has regularly featured
at Coober Pedy’s Gem Trade Show, the
Lightning Ridge Festival, and Gold Coast’s
Opal Exhibition, and Peter Sherman said they
plan to visit many more in the coming years.
Sherman Opals will be promoting all varieties
of Australian opal, both in loose, unset form,
and also in gold and silver jewellery.
Having been a regular exhibitor and visitor at
many of the shows for almost two decades,
Peter Christianos described The Opal Trail as
“always an exciting adventure”.
Sherman Opals
“(I’m) at Winton, Lightning Ridge and Gold
Coast most years, and I’m always threatening
to get to Yowah, but haven’t made it for the
show there yet!
Opaline
“The isolated opal
community is a truly
authentic setting for
bush camaraderie!”
He said Opaline’s
biggest shows ever
were prior to the
GFC, and in 2009.
“The turnover has always been varied across
the different shows – so it’s worth attending
all of them as one never knows where the
biggest crowds or bonanza will turn up!”
Opaline will be showcasing their rough and
faced Boulder
Opal, fine
finished Black,
Boulder and
crystal opal
cabochons,
beads, artifacts
and carvings.
Natassa said
that True Blue
Opals Pty
Ltd will be
exhibiting at the Lightning Ridge Opal Festival
and the Gold Coast Opal Exhibition.
“We show everything from investment
collector stones to beads to rough and many
cut stones.
“We also have carvings and opal specimens.”
True Blue Opals
She said that they along with David Darby
from the Brandy Gully Mining team will also
be displaying their opals that were featured in
the Outback Opal Hunters at the Yowah Opal
Festival.
40
jewellery world - July 2022

See us at the Australian Opal Exhibition
QT Gold Coast
4-5 August 2021
STAND 10-11
02 9266 0636 | enquiries@ikecho.com.au

Erik said that he only exhibits at the Gold
Coast Opal Exhibition as it has been very
successful for Madsen Opals in the past.
“We present and sell our Black and Boulder
Opals at the Gold Coast Show.”
In addition, while the Lightning Ridge show
is on, Erik will be inviting select customers to
come view the stock at their new Lightning
Ridge premises.
Another business that will feature exclusively
at the Gold Coast Australian Opal Exhibition
is Opals Australia, which is Australia’s
commercial
supplier of opal
jewellery in gold,
silver and loose
Australian opals.
Operations Manager
Clayton Peer said
they’ve chosen to
feature only at the
Australian Opal
Exhibition because
it’s a trade only
show, whereas the
others are open to the general public.
True Blue Opals
“This show will be a good show –all Opals
Australia clients are attending and they are
looking forward to attending.”
Opals Australia will be promoting their opal
jewellery in gold and silver, loose stones
including Light Opal from Coober Pedy, along
with doublets and Black Opal.
Ross said that his team will be attending at
most of shows along the trail, but not as
representatives of Opal Auctions.
“We more so support our sellers with booths
and advertising where we can.”
When asked what products he will be
promoting at the shows, his answer was
simply, “everything opal.”
“It is our national gemstone, and yet many
Australians are not aware of it.
“Black Opal needs to be promoted to
Australians more…plus the beauty of Boulder
Opal which has really come into its own as an
earthy and affordable opal.”
Plenty to do, see, buy and sell
Lightning Ridge mining
Madsen Opals
Peter Christianos said the shows are important
for Opaline because they get to network on
a broader level and discuss universal issues
affecting the Australian opal industry.
“At the shows we are keen to exhibit our
new products, make new business, source
materials and service our clients.
“The opal jewellery competitions at Winton
and Lightning Ridge are a major attraction
and glamorous affairs which coincide with the
expos.”
Peter Sherman said that Sherman Opals
attend these shows to catch up with clients,
miners, and dealers to both buy and promote
Australian opal as well as sell their own
product at selected shows.
On a similar note, Clayton said that Opals
Australia are looking forward to reconnecting.
“A number of clients have not purchased our
products since the COVID pandemic.”
Showing support for the industry is Natassa’s
main priority when True Blue Opals features at
opal shows.
“To show a united front with all parties in our
gem of an industry is the only way to lead
to potential clients from around the world
choosing an Australian opal over any other
stone.”
While not exhibiting at any of the shows, Ross
said that Opal Auctions will be looking forward
to networking, discussing the industry, and
trying to onboard new sellers onto their
platform so sellers can access the thousands
of visitors that Opal Auctions have on their
website every month.
John said that he and his partner Leanne are
looking forward to seeing everyone from both
overseas and within Australia, as many of the
opal shows were cancelled the past couple of
years.
Opals by Steed
“Yes, we are looking
forward to catching
up with everyone:
new retailers,
existing clients,
networking and all
our friends from the
industry.”
First-time exhibitor
Steed said he’s
looking forward to
meeting the broader
opal community for
the first time, and to
be able to explain his
gems: why they were
cut the way they
were, what field they
came from and why
they’re that price.
“Selling online is great and, for much of the
time, is the only way international buyers can
get their hands on the gem, but opal can be
very personable and the best way to buy is in
person with someone you can trust.”
42
jewellery world - July 2022

Do you have what it takes
to be an opal hunter?
It takes a special breed of gem-lover to
prise Australia's beautiful opals from the
earth and to daily face the sublime and
the downright terrifying! And this utterly
freaked out magazine editor says thank
you! Coz you're not getting me out there
now. What the #$%& is that??? →
Thank you to Opaline for the amazing
photos and the heart failure.

THE QUEEN OF GEMS
Jewellery and Design Awards
Organised by the Queensland Boulder Opal Association (QBOA),
the Queen of Gems Jewellery and Design awards will be held at the
Waltzing Matilda Museum in Winton this July.
The Queen of Gems Jewellery and Design awards held its inaugural event
in 2006, as an initiative of Winton local business owner, Mary Pearce.
The first event included a Fashion category of evening wear, and an open
Jewellery category, with entrants from across Australia showcasing both the
Queensland Boulder Opal in all its splendour, and the creativity of their design
and manufacture. Since then, the annual competition has increased to receive
entries from Australia-wide and internationally.
The QBOA offers a forum for talented jewellery designers and makers with the
aim of stimulating the creativity of the contemporary Queensland boulder
opal. The competition aims at showcasing the modern opal jewel through the
limitless creative energies of our designers/jewellers – avant-garde ideas and
exclusive designs are a must.
44
jewellery world - July 2022

It promotes boulder opals in general and the QBOA
as a “centre of excellence” in particular.
The competition is open to professional and nonprofessional
designers, students, graduates, teachers,
jewellers, goldsmiths, etc.
The jewellery design awards focus foremost on the
originality with which boulder opal is presented,
followed by the craftsmanship of the manufacture,
and finally the wearability, and the creative use of
opals.
Past awards have focused on handmade jewellery,
matching the artisan jeweller to the artisan opal
cutter – a meeting of skills allowing our Queensland
boulder opal to shine in its full glory. With new
techniques in jewellery manufacture, this year’s new
Open category clears the way for new styles in the
design, of both jewellery and objects, with the use of
CAD or casting techniques allowed.
This year’s winners will be announced on 9 July in Winton as part
of the Opal Trail and the opal festivities in Winton, including the
QBOA Opal Trade Fair.
Here are some winning pieces from previous years. Designers,
put these awards in your calendars for next year!
Opposite: The Heart of the Reef, by Robyn Carmicheal, 2021
Commended People’s Choice Award.
From top: Reef Glow, by Adrian Hogan, 2021 Winner Emerging
Jewellers Category
Peacock, by Angela Hampton, 2021 Highly Commended
People’s Choice Award
Renewal, by Rita Williams, 2021 Winner People’s Choice Award
Paradise Blue, by Angela Hampton, 2019 Winner of Professional
Jeweller and People Choice categories.
July 2022 45

By Cheryl D. Harty
BESPOKE FINE AUSTRALIAN OPAL
JEWELLERY COLLECTION THAT STARTS
WITH SUSTAINABLE MINING
Australian fine opal jewellery company, Opal Minded, vertically integrated throughout the
entire mine to end-user process, adopts a sustainable approach in its mining operation. The
family company is helmed by second generation miner, John Bernard and his wife, Dr Renata
Bernard, who designs and gives creative direction for all pieces in the Opal Minded range.
Designer and Creative director, Dr
Bernard first arrived in Australia from
Eastern Europe in 1994 but her career
as an academic lecturer would take a different
path after she met John, who founded Sydneybased
Opal Minded in 1989. He was following
in the tradition started by his father who was
the first in the family to become involved in
opal mining and trading.
An ambitious adventurer, John Senior,
deserted from a British Merchant ship in
Fremantle in 1948, and set out for the
Australian Outback. Mining for gold, nickel,
chrysoprase and other metals and minerals
in the rugged outback, he discovered opals
in Coober Pedy in the 1960’s. Enchanted by
the rainbow gem, he moved his young wife
and family from their family-run carnation
farm near Canberra to a dug-out in Coober
Pedy. John Senior then amassed the largest
collection of Australian opals and Aboriginal
artefacts known at the time while his wife
became the best boulder opal cutter of her
time, as the family finally settled in the opal
fields of Quilpie in Queensland.
His son, John Bernard oversees the running
of Opal Minded’s remote, artisanal, open pit
mine in Jundah-Opalville in Queensland.
At first, Dr Bernard was disinterested in her
future husband’s involvement with opals,
seeing them as little more than tourist
souvenirs. This changed when one of his
close friends visited them during the first
year of their relationship, bringing with him
several parcels of outstanding opal. “I would
never forget these gems. I was absolutely
mesmerised and turned into an opal magpie. I
was hooked for life,” she recalled.
Focusing on her lecturing and research career,
Dr Bernard kept her enjoyment of opals to
herself, until three years later when she was
expecting her first child. With more time on
her hands, she started to regularly drop into
the Opal Minded store at The Rocks, Sydney
and began contributing to the store while on
maternity leave. Step by step she began to be
fully immersed into the world of Australian
opals.
46
jewellery world - July 2022

Dr Bernard first focused on learning the
business ropes to help steer Opal Minded
out of the global economic crisis that had
begun. She then moved to formalise her
understanding of gemmology and jewellery
design. In 2014 she received a “Business
Leader” award from the NSW Business
Chamber.
“I was already designing and giving creative
direction for all our new pieces of jewellery,
so this was taking my practice to new depths.
Essentially, in short, I fell in love with a man,
who was in love with the gem. I doubled my
passions,” she said.
Established in 1989 by John Bernard in its
current permutation, Opal Minded comprises
the mine at Jundah-Opalville and a design
studio based in The Dymock’s Building on
George Street, Sydney. A retail boutique is
located in the historic precinct of The Rocks.
“The studio is more substantial in size and
types of activities and is our behind-thescenes
space, where most of our team work,
including two gemmologists and two valuers.
It houses a cutting workshop, photo studio,
and all the background work that goes into
creating our collections. This is also where I
often receive our bespoke commissions from
clients,” Dr Bernard said.
“We mine the majority of our opals and cut
and polish them. I design one-off and limitededition
jewellery around individual gems
and we offer them online and from Sydney
locations to our international and Australian
clientele. For these three reasons, we are
able to guarantee our gem and craftsmanship
quality across time.
“As far as I know, Opal Minded is the only fine
opal jewellery business in Australia focused
exclusively on opals. I am also not aware of
any other fine opal jewellery company
of our size to have gemmological and
valuing credentials, earned from
GIA, GAA and NCIV,” she said.
The best quality Jundah-
Opalville opals are in
a league of their own,
according to Dr Bernard,
who finds their brightness in
low light conditions striking.
She first became aware of
this quality when she started to
remove two white Jundah opals from a
safe in a semi- dark room. With no direct light,
she observed that the two gems in the half
open safe were glowing.
“They captured all the light available to them
and sent it my way. The effect was incredible. I
checked them for fluorescence straight away –
fluorescence is suppressed by the iron content
of the host-rock in boulder opals – and of
course, there was none.” Since then, she runs
every Jundah-Opalville stone she likes through
her own private “under-the-table” test to see
how much brightness it gives in limited light.
Dr Bernard explained that Jundah-Opalville
was most likely the site of the first black opals
discovery in Australia before they were found
in Lightning Ridge, which later became their
centre.
”Black opals from Jundah form in the
boulders normal for that area, yet their base
is darkened, most likely by the manganese
content. These usually small and unusually
bright gems exhibit an incredible range of
colour with an exquisite colour play.”
Pipe opals are also mined on the site, ranging
from 1mm thick to large 30cm bricks of clean
light opals.
The Jundah-Opalville site is harsh with
scorching temperatures and suited to only a
few.
“There aren’t many miners in the area, as
life is particularly tough there, without the
comforts that residents of Coober Pedy
or Lightning Ridge can take for granted,
such as grocery stores or fresh fruit and
veg. Consequently, the output and market
penetration is relatively low, but what it lacks
in quantity, it definitely makes up in quality.
Overall, Jundah-Opalville opals at their best
are beyond exceptional,” she said.
July 2022 47

John and his brother Ron ensure the Opal
Minded mine is run sustainably with a strong
emphasis on a holistic and ethical approach.
“Considering the wildlife and long-term
environmental implications of our actions have
been on John’s mind for much longer than the
current trends or regulatory practices. At our
own mining practice, my husband’s favourite
life-long motto is: “Do your best always to
leave the earth at least as good as it was
before you landed.”
Dr Bernard pointed out the Opal Minded
mining camp is built almost entirely from
recyclables. “For a long time we operated off
the grid, until it was no longer feasible given
the poor durability of the current solar energy
hardware,” she said.
Earlier this year Opal Minded was recognised
as best Ethical Jewellery Brand in the Asia-
Pacific by the acclaimed UK based 2021
LUXlife Global Excellence Awards. An email
delivered the news to the Bernards and it
came as a surprise.
“We did not expect or know about it, so it was
doubly thrilling. Australian opals by default
set a high bar for ethical gemstones as they
are mined by small-scale miners, with a strong
regulatory emphasis on doing the right thing
by the environment,” she noted.
The pandemic brought new challenges to Opal
Minded, which had been relatively spoiled by
the success of its bricks-and-mortar business
until it hit. In March 2020, the company went
through a steep learning curve
“We practically did not exist as an online
business. The beginnings were the hardest.
To face a business pretty much wiped out
by lockdowns and border closures was
devastating. When it comes to the level of
destruction, we were on par with the airlines,
or worse,” Dr Bernard recalled.
“We learned that a good e-commerce website
is not built in one day. Then, soon after we
unveiled its first edition in October 2020, we
suffered a fraud attack. The site withheld it,
stopping 2,500 fraudulent transactions before
they happened, but it was a rude awakening
to us. We stepped out of the game for a
couple of months to build in more security,
and test and retest, and do it again and again,
before our e-commerce was operational
again,” she explained.
The company went online with a renewed
e-commerce focus in April 2021 and since
then has delivered hundreds of one-of-a-kind
and bespoke pieces to fine jewellery lovers
around the world.
“It is rewarding to me to see that we’ve
garnished enough trust online to break the
industry threshold of average online sales
which, based on anecdotal evidence, stands at
about $1,000-1,500,” Dr Bernard said.
International travellers made up 90 per cent
of Opal Minded’s clientele prior to Covid-19
but recently the firm has seen an increase
in local purchases, often by returned expats
who appreciate Australian opals. It has also
seen an increase in the local purchase of opal
engagement rings and special anniversary
gifts.
Dr Bernard
believes that the
problem for fine
opal jewellery
is not so much
demand as supply
and points out
there is not
enough exposure
to good Australian
opals.
“With such a
limited supply
of precious
Australian
opal
gems, it is a
privilege of the
few to witness
the dynamic
nature of
their best
play of
colour
firsthand.
Those
who
do are
usually
hooked
for life.”
The company
is now preparing to
share more of its opal expertise online.
“There is so much opal information on the
internet, and not all of it is factually correct.
Keeping the end users’ and industry’s interests
in mind, we want to contribute more of
our gemmological and professional valuing
experience to the online conversations,” she
said.
Opal demand in the future looks rosy,
maintains Dr Bernard. “The recipe for it is to
give support to opal miners (supply) entertain
(online presence) and provide outstanding
customer services (reliable information,
product guarantees). And, at Opal Minded, we
have every intention to do our bit.”
www.opalminded.com
48
jewellery world - July 2022

Calling all Retailers
Calling all Retailers
Calling all Retailers

HONG KONG-BASED FINDINGS
COMPANY OPENS DOORS IN SYDNEY
New Century Findings was established in Hong Kong over 20 years ago and now brings its
extensive range of fine jewellery and components to the Australian market.
Sidney Law is the director of NCF Aus
and says the new Australian branch of
the company is keen to offer choice
to independent businesses, large and small,
and looks forward to establishing long-term
relationships with companies that ready to
grow.
“We have a large collection of the latest
European fashions which have not traditionally
been easily available in this market,” says
Sidney. “Our passion for beauty and quality
led us to importing jewellery and components
from Italy, Germany, Japan and USA which
is quite unusual when the mainstream was
exporting Made-in-China goods.”
Since 1998, and with the added
benefits of Hong Kong being
a free port, NCF has
built up an efficient
distribution
network for
affordable luxury
jewellery. Sidney
is pleased to
offer the results
of this experience to
Australian jewellers,
giving them the ability
to present different and
unconventional choices
to their customers.
“We have inventory for
same day delivery, our
business is scalable,
there is no minimum
quantity required to
start a business but we
also can fulfil big and
custom-made orders
in short time,” says Sidney. “For people who
want to make their own designs, we can
supply most of the items
semi-finished or by
metre. The level
of creativity and
craftsmanship
in Italy not only
makes jewellery
more appealing
but, to many
people's surprise,
NCF has won the best service award at the JMA shows in
November for three consecutive years since 2019
it's often the case that Italian jewellery
components are more economical due to
state-of-the-art technology, automation and
production scale.”
NCF Aus also prides itself on its responsible
and ethic sourcing credentials, factors that
Sidney recognises are increasingly vital
in many consumers' decisions. “All our
manufacturers care about the environment,”
he says, “and are members of the Responsible
Jewellery Council and are ISO certified.” NCF
Aus has also taken measures to minimise the
50
jewellery world - July 2022

company's footprint by eliminating any necessary packaging,
using digital media for order processing, and reusing and
recycling whenever possible.
Sidney points out that stock management is one crucial area
where NCF Aus can be of assistance. “We roll out new styles
every month so there are more reasons for your customers to
come back and shop. Our clients can access our large inventory
and tailor their unique collection – all supported by NCF
Aus and our parent
company's massive
stock. Our clients who
operate online stores
can benefit from this
enormously.” He adds
that NCF customers
have 24x7 product and
stock support from
the company's online
platform.
Sidney Law and wife Donna Law are looking
forward to meeting new Australian clients.
NCF Aus will be
exhibiting at the
International Jewellery Fair in August in Sydney, and the
Jewellery Industry Fair in February 2023 in Melbourne.
“We hope there will be more trade fairs in Australia where
people can meet face to face soon – we'll be there!” Sidney says,
“but in the meantime, our online catalogue provides product
details with high quality images and we constantly update it with
new arrivals.”
Potential clients are welcome to visit the NCF showroom in the
Sydney CBD to view the full collection.

ALL THAT GLITTERS:
STORYTELLING THROUGH
SOCIAL MEDIA
Everyone knows that a social media presence is essential for business these days, but the
sheer number and variety of platforms can be overwhelming. It helps to know which users
are using which platforms. Here we look at each of the major platforms and consider who
is using them and what they’re looking for.
More than ever, the digital world influences the purchasing
decisions of high-end consumers. According to McKinsey, 40
percent of luxury purchases are influenced by consumers’
digital experience in some way or another.
Even if luxury consumers desire to purchase fine jewellery in-store,
they will often do prior research online, looking into the product and
the brand's ethos, or will scroll through reviews from credible online
bloggers.
Instagram
Instagram is one of the main social media platforms used by luxury
brands to interact with their target audience because of its many
useful tools and features.
As a largely visual platform, posts on Instagram should paint a vivid
picture of what your brand represents, which as a result, drives both
top and bottom-funnel marketing goals.
With luxury items like fine jewellery, there is a strong need to craft
an emotive brand story that resonates with the target audience.
Consumers are looking to support brands that fulfil a sense of personal
identity and offer deeper meaning.
Creative content and campaign creation can push your brand narrative
further and increase engagement with luxury consumers. By leveraging
social media platforms such as Instagram and TikTok, brands can
create pre-scheduled or real-time content to showcase their story and
products to the world.
To succeed on social media, it is integral for brands to understand
where most users spend their time and what kind of content appeals
to them. Additionally, brands need to understand the best practices
for each social media platform. Every platform has its own unique
functions and algorithms, which means that content must be tailored
individually for each social media channel.
52
jewellery world - July 2022

Video Reels
Instagram Reels are vertical short-form videos
that can be up to 60 seconds long. Instagram
users can record and edit the video within the
app, such as placing music on top of the video,
and sharing it across their Feed and Stories.
These short-form videos can be discovered
in both the Explore and Reels tab, which
means there is a greater chance for increasing
engagement and followers.
The Instagram Reels algorithm has been
somewhat of a mystery in the past however,
the platform has since offered insight into how
to get content onto the discovery tabs.
Instagram has shared that its platform
prioritises posts that have high engagement,
such as likes, comments, saves and shares.
The platform also favours Reels that use
Instagram’s creative tools such as texts, filters,
camera effects and music library.
Conversely, Instagram de-prioritises low
quality videos and repurposed content
from other platforms such as TikTok. This
has previously made it difficult for creators
to share short-form videos across multiple
platforms due to TikTok watermark protocols.
However, many watermark removing apps
have been developed to work around this
issue.
According to Head of Instagram, Adam
Mosseri, Instagram is no longer a ‘photosharing’
app, having pivoted to a videofocused
platform, similar to TikTok. To take
advantage of Instagram’s shift, jewellery
brands should prioritise Reels when
developing content strategies for social media.
Instagram Guides
Almost like a short-form blog, Instagram
Guides are an underrated feature that is
a great tool for curating content such as:
posts, Reels, and Lives in one location — all
while adding commentary to enhance the
storytelling of a brand.
Instagram Guides can be used to create
content such as product highlights, travel
guides, restaurant reviews, gift guides and
more.
There are three types of guides that can be
created: places, products and posts. Jewellery
brands should focus on products and posts.
Product guides are used to showcase items in
your Instagram shop and can be a great way
to create gift guides and drive sales to your
Instagram storefront.
Post-based guides are predominantly used
to create article and blog-like content. With
these types of guides, content can be pulled
from your feed or a saved post published by
other public accounts.
Jewellery brand Swarovski uses Instagram
Guides to showcase different collections and
create style guides for users to browse. Not
only does this give more insight into products,
it also allows consumers to connect more
deeply with the brand.
Shopping on Instagram
According to Instagram’s internal data, more
than 130 million users tap on an Instagram
shopping post every month, proving to
be an effective technique for brands with
e-commerce platforms to get noticed.
Instagram Shopping includes an array of
features that allow users to learn more about
products and seamlessly turn online followers
into customers. Using these features can
dramatically increase website visitors and
conversions.
The main feature is Instagram Shop, which lets
businesses integrate their product catalogue
with their profile. By adding an immersive
storefront, businesses can promote products
via posts, stories, live broadcasts and reels.
Products in their Instagram catalogue can also
be featured in the ‘Shop tab’. The Shop tab is
on the homescreen where users can discover
new brands and products.
Products appearing in this section are
customised by the Instagram algorithm, which
looks at previous posts that a specific user has
interacted with to suggest similar products.
One of the best ways to get your products
noticed by users is by creating engaging posts
and using product tags. This feature allows
you to tag items from your product catalogue
directly onto posts. Users can then tap tags to
learn more about the product and be directed
to the product page of the brand’s online
website.
Consistency is key when using product tags
on Instagram. Businesses can tag up to five
products per post to help increase their
engagement.
TikTok
TikTok is a short-form video-sharing platform
used frequently by Gen Z and Millennials.
Currently, Gen Z and Millennials make up
40 percent of luxury consumers and many
businesses are creating content on this
platform to target younger consumers.
As a video-based platform, TikTok encourages
users to create their own content using the
app's effects and soundbites. With access
to many video-editing tools, users can easily
produce content that is short and captivating.
July 2022 53

TikTok uses a specific algorithm to decipher
which videos will appear on a user’s ‘For
You’ page. Users do not have to follow an
influencer to see content on the main feed
as they do for Instagram. Instead, videos on
the For You page are dependent on the user’s
viewing activity and preferences.
The TikTok algorithm is quite complex but the
main factors that are considered include: user
activity, video subject matter, location and
language, audio, and user feedback.
The app’s ‘duet’ feature allows users to
interact with one another by replying to other
videos. A duet contains two split videos that
play together at the same time. This feature
allows you to build on another user’s video,
especially if that particular video has many
views. Duetting other TikToker’s viral videos is
a strategy that many use to increase views and
discoverability on the app.
Ana Luisa is a great example of a jewellery
brand that is using TikTok as a way to target
younger consumers. Their content includes
videos with trending sounds and video
formats.
Pinterest
Pinterest is a visual discovery platform where
people go to find inspiration, ideas and
products.
With more than 60 percent of women making
up the platform’s global audience, Pinterest
is an ideal platform for jewellery brands that
want to market their products.
Pinterest is also a great platform for users to
discover new brands. According to Pinterest’s
internal data, 46 percent of weekly Pinners
have discovered a new brand of product on
the platform.
Unique to Pinterest, the platform allows
businesses to add links easily to each pin,
which gives more opportunity for businesses
to drive conversions and increase website
traffic.
Pinterest also runs a Verified Merchant
Program (VMP) which helps users on Pinterest
discover and buy from brands that the
platform deems as high-quality.
Verified merchants will have a blue checkmark
on profile and pins to let users on the platform
know that they are a trusted seller along with
other exclusive benefits.
To be accepted onto this program, merchants
will need to have an active product catalogue,
a functioning tag and meet Pinterest’s
merchant guidelines.
The rise of digital influencers
Influencer marketing, also known as working
with creators, is a go-to strategy to expand
the reach of your brand on social media. With
more than a billion active users per month,
Instagram offers brands the opportunity
to reach new audiences through content
generated by creators with social influence.
Set to become a $15 billion industry by 2022,
many see influencer marketing as a more
effective way
to engage with
audiences than
traditional
advertising. On
social media,
there is a
growing group
of influential
consumers
who have
the power to
persuade their
audience on
what products
to purchase.
While these
influencers
possess reach
and purchase
power, their knowledge, authority and
influence is most valuable to businesses.
For jewellery brands, many partner with
fashion influencers to extend their digital
reach. Influencers in this group are perceived
as credible, trustworthy and relatable in their
field of interest.
Usually, the average content creator has the
skills and resources to create their social
media deliverables for their own audience –
which means you will not have to create the
content.
By producing their own content, influencers
balance the brand’s storytelling with their own
creative voice, which adds personability and
authenticity to the brand.
y
18-21 %
Online fine
jewellery sales
are expected to
grow to 18-21%
of total sales by
2025, up from
13% in 2019.
Creative partnerships digital
content creators
Many luxury brands work with influencers
and content creators as a way to build
brand awareness and increase engagement.
Partnerships with content creators allow retail
brands to speak to new potential customers
from different social media platforms and
build a genuine and organic following.
54
jewellery world - July 2022

By carefully selecting influencers to
collaborate with, brands can target specific
demographics in different parts of the world
as they scale their business.
Recently, London-based jewellery brand
Missoma partnered with Beijing-born Youtube
and Weibo influencer Savislook to create a
capsule collection featuring gold statement
jewellery pieces inspired by structural forms in
nature and architecture. This was mentioned
on her Savoslook’s Youtube channel of over
200,000 subscribers.
With over four million followers on social
media platform Weibo, Savislook was also able
to capture the attention of her following in
Asia.
Currently, Asia is the largest regional market
and accounts for roughly 45 percent of
branded international fine jewellery sales –
and is expected to grow with China leading
the way.
More and more jewellery brands are using
digital influencers to connect with new
segments in different geographic areas,
especially in Asia.
Influencer programs
There are many brands online with influencer
programs that work with influencers and
brand ambassadors on social media platforms
such as Instagram, TikTok and Youtube.
These influencer programs include different
compensation models such as gifting,
commissions, retainer fees and paid
placements for creators.
Influencers are usually given a creative brief
and create aesthetically-pleasing visual posts
with the branded products. This is then posted
on their own accounts, but also can be posted
on the brand’s profile as user-generated
content.
Online jewellery brands Mejuri and Ana Luisa
have incorporated successful influencer
programs as part of their digital marketing
strategies.
Streamlining social media to
digital sales experience
In the past year, online jewellery sales have
surged worldwide and, according to McKinsey,
are expected to continue with a growth from
13 to 18-21 percent of the overall market by
2025.
The pandemic has created a ripple effect
and made luxury consumers reassess what
matters most in their lives. With new priorities
in health, safety and financial stability, the
way consumers shop and make purchasing
decisions has become highly digitised and
socially distant.
Thus, alongside creating compelling
social media strategies that resonate with
consumers, brands also need to create
processes to streamline the social media to
digital sales process.
Social media has become an important tool in
the sale of retail products. It is important that
your business understands how to leverage
platforms to succeed in an ever increasing
digital landscape. By ensuring you are using
social media as part of your marketing
strategy, you are improving your chances of
reaching the right audience, and building long
term relationships with your customers.
In a market where there is worldwide
competition accessible to customers within
seconds one thing is clear – social media
marketing for jewellery brands is here to stay.
July 2022 55

BURGUNDY MINES LAUNCHES
ITS NEW ULTRA-LUXURY
DIAMOND BRAND
Burgundy Mines is the Perth-based operation behind the re-opening of the Ellendale
diamond mine in Western Australia. Having recommenced mining, the company has
now announced the launch of its coloured diamond brand, based in France.
Maison Mazerea, presenting the
world’s first branded natural
diamonds characterised by exquisite
colours, unique hand-crafted cuts and certified
provenance guaranteed by an end-to-end
business model, will be officially launched in
Paris in early July.
Maison Mazerea is inspired by the fabulous
17th century diamond collection of Cardinal
Jules Mazarin, bequeathed to Louis XIV and
the French Crown Jewels.
The brand says it aims to restore the soul,
personality and individuality to exceptional
Fancy Colour diamonds by recapturing the
glory of Versailles and the birth of French
luxury and diamond savoir-faire.
“We bring the
finest-quality
large Fancy Colour
natural diamonds
from hand-picked
mines across the
world, through
our Grand Atelier
in Australia right
to Place Vendôme
in the very heart of Paris,” said Burgundy
Mines, in a statement.
“Our diamonds are distinguished by their
hand-crafted character. The soul of each
stone is brought to light through months of
meticulous cutting and hand-polishing by
world-renowned master craftsmen, reviving a
range of heritage cuts that showcase the hue
and saturation of the coloured diamonds.”
The 'Grand Atelier' will be based in Perth,
Western
Australia.
Burgundy
Mines says it
has assembled
some of the
world's most
experienced
craftspeople
to apply traditional cutting artistry and skills
to Fancy Colour Diamonds. Notoriously
challenging to cut, each coloured diamond
requires profound respect and dedication on
the part of the artisan.
“Recognised as leaders in their field, our
Master Craftsmen have honed their unique
expertise over thirty years of cutting and
polishing the finest of the world-renowned
Argyle pink diamonds,” says the brand.
They are committed to facet the diamonds
according to the “soul and charisma” of
each stone and “never to merely maximise
superficial brilliance or price.”
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jewellery world - July 2022

“For this reason,” continues
the brand, “our artisans take
inspiration from historic cuts
seldom seen today. These
traditional styles feature
fewer facets, which infuse
the diamond with a more
subtle light and showcase its
natural colour. Shimmering
seductively in candlelight,
as the original Mazarin
diamonds glimmered at
Versailles, our diamonds
bring back the romance of
a glorious past. They evoke
the soft lustre and intrigue of soirées and balls held long before the
advent of electric light, long before the fashion for the harsh, sparkling
brilliance of the modern cuts favoured for white diamonds.”
Purplish-pink diamond, the Grace Diamond was one of the
last to emerge from the Argyle mine and was cut by two of the
craftspeople who have now brought their skill to Maison Mazerea.
By creating an ultra-luxury brand and owning the entire process
from discovery to design, from rough to hand-crafted polished,
from mine to masterpiece jewel, Maison Mazerea aims to bring
Australia yellow diamonds to new prominence. It also provides
an undeniable guarantee of provenance and ethical practices and
leads the way in the revival of Haute Diamanterie first established
in 17th century France.
Maison Mazerea is also working on a presentation for the Grace
Diamond – an Argyle Pink previously known as Argyle Stella but
now renamed in honour of Princess Grace of Monaco. A Fancy Vivid
Time to buy Australian-made
Ph: (03) 9650 5955 Fax: (03) 6950 5977
Email: sales@millenniumchain.com.au
Web: www.millenniumchain.com.au
6th Floor, 313 Lt. Collins St.
Melbourne 3000 Victoria
Millennium Chain
Finished Top 5 in the category of
Best Selling Gold Jewellery Suppliers in
Australia and NZ, as voted by retailers.
millennium_chain

According to legend and lore, the idea of a birthstone chart goes back to Biblical times and the
Breastplate of Aaron, which was set with twelve gemstones. A writer in the first century postulated
that these gems directly correlated with the twelve astrological signs of the Zodiac and that these
stones were beneficial to the health of the wearer. While the perception of the 12-stone birthstone
chart has changed over the centuries, it still implies “to each her stone.”
By Cynthia Unninayar
‘Magnipheasant Collar’ by
UK-based Stephen Webster,
featuring 178.15 carats of peridot
from Fuli Gemstones, accented
with white and black diamonds.
(Photo: Stephen Webster)
PRECIOUS PERIDOT
August’s Birthstone
Center: 13.29-ct peridot,
no heat, Myanmar,
featured on the online
marketplace Gembridge.
(Photo: Gembridge)
Samples of pre-formed Apache peridot from the San Carlos
Reservation in Arizona in the USA. (Photo: Charles Vargas)
Green sand (olivine, 1 mm in size) from Papakōlea Beach on the Big
Island of Hawaii (Photo: Wilson44691, Commons.wikipedia.com)
What do Hawaii’s Papakōlea Beach, moon rocks, meteorites,
and beautiful pieces of fine jewellery have in common?
They contain the colourful yellow-green mineral Olivine
or—as its translucent form is known in jewellery—Peridot. This unique
green gem is also the birthstone of August.
Legend has it that the origin of peridot dates to the volcanic island of
Zabargad in the Red Sea during the Ancient Egyptian Empire. Priests
encrusted goblets with the green stone, believing that it harnessed
the power of Nature, allowing them to commune with the gods. It was
also highly prized by Cleopatra for its beauty, who thought that it kept
evil spirits away.
The Ancients believed that the gem rained down onto Earth from the
explosion of a far-off sun. And their beliefs of an extra-terrestrial origin
were not really all that fantastical. Peridot has been found in comet
tails, asteroids, and even on the Moon and Mars. Crystals have also
been found in meteorites that are 4.5 billion years old, and is thought
to date back to the formation of the solar system. Most peridot,
however, was created inside the Earth’s mantle and brought to the
surface by volcanoes.
According to ancient Hawaiian lore, olivine/peridot crystals—found
in the island’s lava rocks and its distinctive green sand beach—are
the tears of Pele, the goddess of volcanoes and fire. Carved in a
49,000-year-old cinder cone on the Big Island of Hawaii, Papakōlea
Beach is one of only four green sand beaches in the world. The other
three are Talofofo Beach on Guam, Punta Cormorant on Floreana
Island in the Galapagos Islands, and Hornindalsvatnet in Norway.
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jewellery world - July 2022

Peridot is a magnesium iron silicate with the formula (Mg 2+ , Fe 2+ ) 2
SiO 4
,
a hardness of 6.5 – 7 on the Moh’s scale, and is one of the few stones
found in a single colour. Its distinct green hue is very consistent, with
the depth of green determined by the amount of iron in the crystal
structure. The colour can range from a rich sea green to an olive green
to a lighter yellow green.
‘Amazon’ pendant featuring a 110.49-ct peridot,
accented with purple garnet and white diamonds by
USA-based Erica Courtney. (Photo: Erica Courtney)
Today, the main sources of the green gem are Myanmar and Pakistan,
although another important source of fine peridot is the Peridot Mesa
on the San Carlos Apache Reservation in the USA state of Arizona. It
produces thousands of carats of gem-quality stones, sold both locally
and around the world.
“Peridot is born of fire from the iron-rich upper mantle of Mother
Earth,” explains Charles Vargas, CEO of Apache Gems & Jewelry, who is
an Nde Chiricahua Apache. “Collecting these beautiful green gems has
been done for generations since the time of our Creation and recorded
orally by our ancestors. The Apache remain caretakers of Peridot Mesa,
a blessing to the people of the San Carlos Reservation to become
fully self-reliant.” On the reservation, local artisans often
combine peridot with Arizona turquoise and silver in a
variety of necklaces, rings, and earrings.
Whatever its origin, peridot is used to create beautiful
jewellery, from rings to brooches, from earrings to
necklaces and more. UK-based designer, Stephen
Webster chose the gem for an exceptional necklace crafted
using 178.15 carats of sustainably sourced peridot,
accented with white and black diamond pavé, set in
recycled 18ct gold. “The peridot Magnipheasant Collar
was designed to be a celebration of colour and gem
cutting,” says Webster. “The combination of the vibrant
peridots from Fuli Gemstones, contrasted against black
and colourless diamonds and the marquise cuts, makes the
collar dynamic and attention seeking.”
Around the world, designers of fine jewellery are fascinated
by the richness of peridot. USA-based jewellery artist Paula
Crevoshay explains, “I am attracted to peridot’s lovely soft
yellowish shades of green. They are so emotionally warm and
soothing. I also love peridot’s association with Cleopatra as her
favourite gem! It is also very exciting because the stones are
brought to the surface from great depths of the Earth and from
outer space by meteorites. Peridot is truly a primordial gemstone!”
Zohrab Istamboulian, of Thailand-based Zorab Atelier de Creation, uses
a lot of green in his colourful collections because “green represents
Nature and life. Using green gems lets my jewellery evoke this life. I
especially appreciate peridot because of its unique summery hues
among the many green tones of Nature.”
‘Queen of Sheba’ earrings crafted from 86 peridots,
24 tourmalines, and four opals, set in 18ct gold by
France-based Lydia Courteille. (Photo: Lydia Courteille)
‘Seahorse’ brooch featuring 155 peridots (5.34ctw), 72 tsavorites
(3.39ctw), 4 yellow sapphires (0.65ctw), 26 yellow diamonds
(0.87ctw), 59 white diamonds (1.81ctw) and 10 apatites (0.65ctw)
in 18ct gold by USA-based Paula Crevoshay. (Photo: Crevoshay)
Another creator of colourful fine jewellery, USA-based Erica Courtney
is also a fan of peridot. “Green is soothing to the senses and is
a calming colour. I prefer Pakistani peridot because its soft
yellow-green tones remind me of a warm summer day and
the gem makes you feel good when you wear it.”
In her Queen of Sheba collection, France-based Lydia Courteille
pays tribute to Ethiopia and its cultural and geographical diversity.
With its emphasis on a green palette, one of the main gems is peridot,
used as both a featured stone and in association with a variety of
other colourful gems.
A beautiful gemstone that evokes the freshness of summer, peridot is
the perfect representation of the birthstone of August. ■
Peridot from the San Carlos Reservation in the USA state
of Arizona is sold both globally and locally where
artisans use turquoise and other Arizona
gems with silver to create a variety of
colorful pieces. (Photo: Apache
Gems & Jewelry)
Ring featuring a 4.06-ct peridot surrounded by
concentric bands of pink gold and palladium set
with diamonds by Thailand-based Zorab Atelier
de Creation. (Photo: Zorab Atelier de Creation)
July 2022 59

KIWI JEWELLERY IN BERLIN
New Zealand jeweller Belinda Lubkoll has been invited to exhibit her
latest collection in Berlin, Germany this September.
Belinda Lubkoll moved to New Zealand 13
years ago. She arrived from Germany with a
backpack as a holiday maker and all her travel
plans changed when she set foot inside Rob
Wright’s goldsmith studio near New Plymouth
and discovered a new passion and a new
profession.
Thirteen years on, she is still working for the
same master jeweller and has been designing
her own collections and one-off pieces for her
clients as a qualified jeweller.
Rob Wright is the founder of Ringcraft Moana,
manufacturing jewellers, designers and
artists working from a studio in Oakura, in the
Taranaki region. Rob has been in the trade
for 52 years and trained with George Bates
who worked for Cartier in London. Belinda
joined Rob’s team and trained with him as a
manufacturing jeweller, enhancing her studies
with workshops in Europe. Belinda uses a
blend of technology and traditional skills in
her jewellery making and has gained a strong
following worldwide.
This year, Belinda will exhibit her collection
“Bauhaus Inspired” in Berlin at the studio and
gallery of master jeweller Claudia Bätge.
“As an artist,
the interaction
of historical
buildings and
modern designs
has always
interested me,”
says Belinda and
the city of Berlin
provides plenty of scope to feed this interest,
she adds. Berlin is a blend of historic buildings
and new modern designs which leave an
impression on Belinda that she’s keen to
incorporate into her designs.
Her jewellery works with the concept that a
straight line needs a curve to be balanced out,
she says. Belinda also likes to work with noncommercial
stone settings which she describes
as ‘unpredictable but with a clean line.’
The minimalistic lines of the Bauhaus
movement are evident in her work mixed with
the vibrant primary colours of gems such as
blue topaz, yellow citrine and red garnet.
Belinda was a finalist in the 2019 Sydney
International Design Awards. She entered the
competition as a New Zealander but created
her entry while she was in her hometown of
Berlin and working alongside Claudia Bätge.
The exhibition takes place during September
in Prenzlauer Berg, Berlin.
www.belindalubkoll.com
www.ringcraftmoana.com
60
jewellery world - July 2022

JC Jewels Pty LTD adheres to following quality assurance principles consistent with the SCS
SCS-007 Jewelry Sustainability Standard Series -
Sustainability Rated Diamond (Standard for Trial Use)
Accredited Wholesaler
AWARDED TO
JC Jewels Pty LTD
Stanley Mathuram, PE,
Executive Vice President
SCS Global Services
2000 Powell Street, Suite 600
Emeryville, CA 94608 USA
-007 Jewelry Sustainability Standard – Sustainability Rated Diamond.
• Confirms that claims made in connection with the SCS-007 Standard pertain only to
Certified Diamonds.
• Accurately and fully represents a Certified Diamond’s source, physical characteristics and
other attributes.
• Uses only approved certification marks, program trademarks and descriptions.
• Does not make untruthful, misleading or deceptive representation with respect to Certified
Diamonds.
• Does not represent a non-certified diamond as Certified.
• Provides transparency around Certified Diamonds as to whether they are: rough or cut;
composite; reconstructed; laboratory grown or natural.
Issuance Date: 9/24/2021
Accreditation Expiration: 9/23/2022
Accreditation Number: SCS-007-10020-WS

LONGINES DOLCEVITA X YVY
– or when a leather strap redefines a watch
The winged hourglass brand is launching the new Longines Dolcevita X YVY line. Swiss
designer Yvonne Reichmuth has given the famous rectangular timepieces a new identity,
with sophisticated leather straps. Referencing the equestrian world, their design is
evocative of bridles and harnesses.
As the (northern!)
summer invites watchwearers
to bare their
forearms and reveal the
timepieces adorning them,
the winged hourglass brand
is unveiling its new line of
Longines DolceVita X YVY
models. The watch brand has
matched its timepieces here
with subtle double straps in
leather, in three shades: double
beige leather, brown and black
with rivets. The design of these
models was entrusted to the Zurich-based company YVY, creators of
sophisticated glam-rock accessories popular with international stars
and clientele looking for exclusivity.
Shared values
The complementary worlds of Longines and YVY have come
together in an almost
instinctive collaboration.
Made of leather, the
straps of the Longines
DolceVita X YVY models
are adorned and
reinforced with metal
details.
“We wanted to develop
a new approach
together to the world
of horses and their
bridles”, explained
Yvonne Reichmuth,
founder of YVY.
62
jewellery world - July 2022

The bond uniting the rider with their mount,
that essential accessory that dresses the head
and neck of the horse, reminds us of the
alliance that develops between the human
wrist and its timepiece.
The designer adds: “The idea of a modular
strap came about with the aim of creating
a watch that could be worn with class in
different styles.”
Tradition rejuvenated by
modernity
Dressed in this contemporary design
accessory, the youthful and glamorous
Longines DolceVita X YVY line adapts to the
desires of every wearer, as well as the events
of their day thanks to the interchangeable
strap system.
Although it can be worn on its own, when the
slim, complementary strap is combined with
the watch, they transform into a stylish object
that will captivate and touch every generation.
“It is available with two different case sizes,
to suit both men and women,” promises
Matthias Breschan, CEO of the St Imier-based
watch brand.
Longines and Yvonne Reichmuth
Yvonne Reichmuth was born in Switzerland
in 1986. After graduating in fashion design
in Zurich in 2008, she started her career as a
womenswear designer. A strong and growing
passion for leather took her to Florence,
where she mastered the processes for treating
and transforming this material.
Over the decade that followed, Yvonne
Reichmuth gained a wealth of additional
experience as a fashion designer. She has
provided pieces for editorial and commercial
shoots, designed costumes for films and
made numerous one-of-a-kind pieces. As
a guest speaker, Yvonne has also shared
her experiences with various schools and
organisations.
In 2016, she founded her own company in
the centre of Zurich, naming it YVY after the
short version of her first name. She has been
invited to collaborate on fashion shows in
Paris, Milan, Beijing, Berlin, Copenhagen and
Dubai and has received several distinctions
and prizes from the fashion world (Swiss
Textile Prize for Young Fashion Entrepreneurs,
Premium Young Talent Award).
Her designs are worn by celebrities like Billie
Eilish, Cardi B, Taylor Swift, Kristen Stewart,
Monica Bellucci, Kylie Jenner, Gwen Stefani
and Janet Jackson, as well as by a young and
trendy audience.
Her strength lies in the timelessness of
her collections, which are independent of
the seasons and are often inspired by the
equestrian world so dear to Longines. The
affinities between the two companies were
obvious and the resulting collaboration with
the winged hourglass brand has redefined
the look of a selection of models from the
Longines DolceVita collection.
July 2022 63

NEW PRODUCTS
bastian inverun | Osjag | +61 2 9630 6619
The beautiful leaf green colour of Peridot enhanced in a
silver setting from Bastian Inverun.
www.osjag.com
Jewellery Centre | +61 7 3221 3838
New sterling silver pearl pieces from Jewellery Centre!
P107 – Freshwater cultured button pearl pendant
EW107 – Freshwater cultured button pearl earwires
SE204 – Oval freshwater cultured pearl drop studs
SE292CZ – Oval freshwater cultured pearl/white CZ drop studs
www.jewellerycentreaustralia.com
Zahar | +61 413 872 810
New to Zahar – The Savannah Collection features dainty new
pieces, inspired by vintage aesthetics.
Everything is available now and ready for order! Product prices
range from RRP $69-$139.
info@zahar.com.au
@zahar.collection
www.zahar.com.au
Ellendale Diamonds Australia |
Desert Rose Jewellery | +61 8 6180 1562
18K gold south sea pearl rings.
EDJR053
12mm south sea pearl
• 28 round fancy intense yellow diamonds 0.41ct
• 28 round white diamonds 0.385ct
• 28 round 7PR pink diamonds form the Argyle mine 0.462ct
www.ellendalediamonds.com.au
64
jewellery world - July 2022

Ikecho Australia | +61 2 9266 0636
Plain earrings have never looked so versatile. Our Freshwater
baroque pearl huggy earrings, showcasing all the shine that
9ct gold has to offer, are guaranteed to become your next
favourite piece that you'll be reaching for day after day.
Product code: IP37-EYG-BAR
www.ikecho.com.au
Bianc | +61 413 872 810
The Amazonite Edit | Make a grand entrance with Bianc’s
latest additions to the Lustre Collection. This is a truly
exquisite range featuring contemporary designs handcrafted
with exquisite amazonite stones and freshwater pearls.
Ellendale Diamonds Australia |
Desert Rose Jewellery | +61 8 6180 1562
EDJR039
In 18K white/yellow gold this trilogy ring is elegance
personified. Gently upswept shoulders meet a curved open
v gallery which supports a central four claw set round white
diamond 0.50ct D SI1 and 6 claw set round fancy intense
yellow diamonds totalling 0.09ct
www.ellendalediamonds.com.au
These stunning pieces range from RRP$129-$259.
Everything is available now and ready for order.
info@bianc.com.au
@bianc_jewellery
www.bianc.com.au
July 2022 65

chain
services
services
AUSTRALIAN
JEWELLERY TOOLS
WHOLESALER
Chris O’Neill
Piecemaker
2015 YJG Bench Challenge
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Also specialising in quality
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0405 689 834
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Ph: 02 4655 7707 M: 0412 702 834
E:stuart.miln@milnco.com.au
Lancier Watch Bands - Leather, metal, sports.
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P: 02 9380 4742 ∙ F: 02 8580 6168
E: sales@adelaimports.com
SPECIALISING IN QUALITY
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WITH EXCEPTIONAL SERVICE
Glues
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World's biggest joker?
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a giggle, a real shiner to share?
Fed up with the lame efforts we
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Adela Imports offer over 180
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DIRECTORY
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Miss out on being in the 2022
Directory? Get organised
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www.jewelleryworld.net.au
(07) 3876 7481
sales@labanda.com.au
FAX: (07) 3368 3100
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Relaxing ...
On their way to get married, a young couple is involved in a fatal
car accident. The couple found themselves sitting outside the
Pearly Gates waiting for Saint Peter to process them into Heaven.
While waiting, they began to wonder: could they possibly get
married in Heaven? When Saint Peter showed up, they asked him.
"I don't know," said Saint Peter. "This is the first time anyone has
asked. Let me go find out." And he left.
The couple sat and waited, and waited. Two months passed and
the couple were still waiting. While waiting, they began to wonder
what would happen if it didn't work out: could you get a divorce
in heaven? After yet another month, Saint Peter finally returned,
looking somewhat bedraggled.
"Yes," he informed the couple, "you can get married in Heaven."
"Great!" said the couple, "but we were just wondering, what if
things don't work out? Could we also get a divorce in Heaven?"
Saint Peter, red-faced with anger, slammed his clipboard onto the
ground.
"What's wrong?" asked the frightened couple.
"Oh, come on!," Saint Peter shouted. "It took me three months to
find a priest up here! Do you have any idea how long it'll take me
to find a lawyer?"

Calling all Suppliers
Calling all Suppliers
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