Jeweller - September 2024

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY SEPTEMBER 2024
Tech Takeover
EMERGING TECHNOLOGIES
OPEN NEW DOORS
Gavel to Glory
FANCY COLOUR DIAMONDS
IN THE SPOTLIGHT
Together Forever
BRIDAL AND ENGAGEMENT
JEWELLERY SHINES BRIGHT

Long live
devotion.
Love is the foundation of cherished relationships. It brings joy, it heals,
it nurtures and it inspires. As love blossoms and leads to marriage,
a beautifully crafted ring becomes the perfect symbol of this profound
connection. BECKS timeless collection of Classics and Wedding bands
celebrates the diverse expressions of love and caters for every love
story. Proudly crafted in our South Australian studio to the highest
quality standards to last a lifetime.
Proudly Australian owned and operated. — becksgroup.au
Toll Free. 1800 888 585 — Email. info@becksgroup.au

L-R: BE 8, 2TJ4766IM/S, J4690
L-R: LUX HD 8, CW 4, EZI FR 8, HD 5, BE 8
L-R: J4965, J4693, J4691
Long live love — Since 1976

Sapphire Dreams was born out of a deep admiration for the natural beauty of Australian
sapphires, celebrating exceptional workmanship and contemporary jewellery designs. Proudly
family owned and operated in Australia, our team has almost 60 years of experience in luxury
jewellery, with every product a true reflection of passion and first-class craftsmanship.
.
Become a stockist today 02 9290 2199
SapphireDreams.com.au

Find comfortable glamour in the Blush Pink collection, showcasing a beautiful
glimpse of Australian history in elegant designs. The Blush Collection features
fancy light pink diamonds from Argyle, set in stunning jewellery pieces.
PinkKimberley.com.au
Become a stockist today 02 9290 2199

THE
GOLDEN
SERIES
To schedule an appointment, please contact us:
L. J. WEST DIAMONDS INC. | 589 5th Ave, Suite 1102 | New York, NY 10017, U.S.A. | T +1 212 997 0940
L. J. WEST AU PTY LTD | Level 9, 225 St Georges Terrace | Perth, WA 6000, Australia | T +61 40 997 6981

Info@LJWestDiamonds.com | www.LJWestDiamonds.com | www.ScottWestDiamonds.com

(03) 9663 2321
INFO@ATHAN.COM.AU
WWW.ATHAN.COM.AU
602/220 COLLINS ST, MELBOURNE 3000

EMERGING TECHNOLOGIES
OPEN NEW DOORS
VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY SEPTEMBER 2024
FANCY COLOUR DIAMONDS
IN THE SPOTLIGHT
BRIDAL AND ENGAGEMENT
JEWELLERY SHINES BRIGHT
SEPTEMBER 2024
Contents
This Month
Industry Facets
15 Editorial
16 Upfront
18 News
24
27
50
10 YEARS AGO
Time Machine: September 2014
LEARN ABOUT GEMS
Game-changing Gemmologists: XIII
MY BENCH
Hazel Oxborough
28 FANCY COLOUR DIAMONDS
Bidding for brilliance
Since the closure of the Arygle Mine, fancy
colour diamonds have enjoyed an explosion
of popularity. How have high-profile
auctions contributed to the buzz?
Features
28
52
SOAPBOX
Gordon Simmonds
FANCY COLOUR DIAMONDS
High-profile auctions raising the stakes
33
39
BRIDAL & ENGAGEMENT JEWELLERY
The keys to successfully selling momentous jewellery
CAD/CAM OPPORTUNITIES
Emerging technology for jewellery retailers
Examine the surge in
usage of CAD/CAM
services and tools
among Australia's
jewellers.
42 INTERNATIONAL JEWELLERY FAIR
Sydney on show
39 CAD/CAM UPDATE
Tech Power
42
Better Your Business
44
46
47
48
INTERNATIONAL JEWELLERY FAIR 2024
Walking the floor at the Sydney Fair
BUSINESS STRATEGY
Are you charging the right price? DAVE WAKEMAN offers helpful insights.
SELLING
RYAN ESTIS shows how you can escape a jewellery sales slump.
MANAGEMENT
Are you ready for what's ahead? DAVID BROWN details the importance of holiday sales.
MARKETING & PR
GEORGANNE BENDER & RICH KIZER conclude their retail makeover series.
49
LOGGED ON
JEANNIE WALTERS continues her series on Artificial Intelligence in retail.
33 BRIDAL & ENGAGEMENT JEWELLERY
Together forever
Bridal and engagement jewellery sales are
critical to the success of many Australian
retailers. For those just entering the arena,
what are the keys to prosperity?
FRONT COVER Ellendale Diamonds
proudly supplies traceable and ethically
sourced diamonds from the Argyle and
Ellendale mines in the Kimberleys of
Western Australia. It's a part of the world
well-known for producing the finest quality
white and fancy colour diamonds, which
are used to manufacture exquisite ranges
of Australian jewellery. To learn more visit:
ellendalediamonds.com.au
Tech Takeover
Gavel to Glory
Together Forever
September 2024 | 13

Editor’s Desk
Two critical lessons learned from Sydney’s showdown
Insanity is doing the same thing, over and over again, and expecting different results.
SAMUEL ORD reveals two lessons from the competition between two jewellery fairs.
We're all creatures of habit — people tend
to follow familiar patterns and routines,
which means human behaviour is often
predictable.
While predicting the specifics of the future is
difficult, even the most basic understanding
of human nature makes it clear that some
things are unavoidable.
Beginning in June, Jeweller set out to
compare two jewellery trade shows set to
unfold in Sydney on the same weekend.
In August, the International Jewellery Fair
(Expertise Events) and the Jewellery Industry
Fair (Jewellery Industry Network) competed
for the loyalty of the broader industry.
Jewellery Industry Network willingly set its
event to clash with the ‘traditional’ fair run
by Expertise Events for more than 30 years.
Before this year, two Australian jewellery
fairs in the same city on the same days
had never occurred before; albeit it was
attempted by the Jewellers Association
of Australia in 2017. That attempt was a
financial and public relations disaster.
This was a critical factor in the decision
to pursue the project. For the first time,
suppliers were effectively being ‘forced’ to
choose between the two, because of the
deliberate strategy to create a clash.
Jeweller's analysis of the two fairs was
complex. To provide an accurate like-for-like
comparison, strict definitions were required
to navigate the characteristics of each event,
such as exhibitor lists, to cut through puffery
like a hot knife through butter.
The report aimed to provide retailers and
suppliers with a clear understanding of what
to expect from the two events if and when
they had to choose between them.
The scheduling conflict raised many
questions the jewellery industry has
previously been asked to answer. After the
dust settled, two things became apparent.
Collateral damage is inevitable when an
industry is divided, and most people dislike
being forced to choose between two options.
These are facts of life.
Caught in the crossfire
‘Collateral damage’ is broadly used to
describe any unwanted, unintended, or
unforeseen fallout from an action or event.
Ironically, it began as an abstract
euphemism used by the military to
take ‘the sting’ out of conflict analysis.
I hope you’ll permit its use in this context
because the competition between the two
jewellery trade shows in Sydney had more
than its fair share of unintended fallout.
It began before the shows had finished
when visitors hoping to travel between the
fairs encountered issues with a bus service.
People took to social media to air their
grievances about these late, or possibly
non-existent, buses, and the finger-pointing
soon began.
It was an easy matter for Jeweller to put to
rest – the responsibility of organising the
service fell on the Jewellery Industry Fair.
However, this simple explanation evaded
some people. An industry supplier
made unsubstantiated claims about the
International Jewellery Fair, reloaded, and
took aim at Australia’s largest buying group!
For seemingly no reason, these outlandish
comments dragged Nationwide Jewellers
into a row it had no involvement with.
The supplier also added the Independent
Jewellers Collective to his criticism.
In the aftermath of the event, the supplier
apologised to the Nationwide Jewellers;
however, he did not immediately address the
impact of his outburst on Expertise Events.
Jeweller can reveal that the supplier has
now also apologised to managing director
Gary Fitz-Roy, effectively ending the matter.
The collateral damage didn’t end there!
This week, the ‘owners’ of the Facebook
group hosting these unsubstantiated claims
issued a reminder to members to refrain
from making defamatory comments.
They noted past legal cases against
Facebook administrators - another
headache for another unintended target.
I’m sure very few people would have
expected this specific chain of events to
transpire; however, it was predictable.
Two jewellery trade shows competing on
the same weekend in the same city is an
industry divided.
Fragmented resources, confusion, and a
weakened voice damage industry unity.
Collateral
damage is
inevitable when
an industry is
divided, and
most people
dislike being
forced to choose
between two
options. These
are facts of life.
These factors can - as we have seen many
times before - create a ‘powder keg’ of
tension, and when it explodes, we can’t be
surprised when uninvolved parties are found
in the rubble.
Don’t make me choose!
Generally speaking, people dislike being
forced to choose between two options. The
pressure to make a decision, especially when
both options are important or appealing,
leads to stress and anxiety.
People worry that they may make the wrong
choice and face negative consequences. They
fear missing out on potential opportunities
because they made the wrong decision.
These emotions manifested in Sydney. For
suppliers, there’s the fear that suitable buyers
may be walking the floor of the other fair.
For retailers, the same fear was reversed.
Perhaps there’s only time to visit one fair,
and a better price or superior product is
available with an exhibitor at the other show.
Making a difficult decision can feel
overwhelming, especially with high stakes.
People resent being forced to take on
this responsibility, especially if the choice
may have significant implications for their
business. The insult is doubled when the
need to make a choice is entirely arbitrary;
in this case, it seems it was.
There’s no discernible reason as to why the
dates had to clash. As we’ve asked many
times before, who benefits from having two
fairs occur in the same city at the same time?
See you next year!
Broadly speaking, for a trade show to be
beneficial, it needs to enhance the industry
rather than create division.
The clashing schedules of these two jewellery
fairs created many issues, and ‘innocent
bystanders’ were inevitably caught in the
crossfire. The specifics of the chaos were
unpredictable; however, problems were easy
to forecast — it’s human nature.
With that said, there’s a question that's been
asked many times that remains unanswered:
Who benefits from this arrangement?
As planning for next year’s fairs now begins,
this question will be asked again.
SAMUEL ORD
EDITOR
September 2024 | 15

Upfront
Rewind: Best Bench Tip
Stranger Things
Weird, wacky and wonderful
jewellery news from around the world
Dog ate my diamond
A woman in the US went viral on
social media after revealing that an
Australian Shepherd ate her diamond
ring. Chloe Miller, from Florida, said that
in March 2022, she was busy studying
when she realised that her engagement
ring had vanished from her bedside
table. She realised that her dog, Charlie,
was chewing on the ring and the
diamond had come loose. In an interview
with PEOPLE, she said that while the
ring was damaged, the diamond was
eventually recovered two days later,
and the dog was unharmed.
Sparkling celebration
Letsile Tebogo, Botswana's first
Olympic Games gold medal winner,
has been presented with a diamond
in recognition of his achievements.
Debswana, a joint venture between the
Botswana government and the De Beers
Group, hosted an 'appreciation ceremony'
for the country's athletes and coaches
who attended the Olympic Games in
Paris. Tebogo won the men's 200 meters
at 19.46 seconds, with the government to
declare a half-day holiday in his honour.
Olympic team members each received a
diamond pin and a cash payment.
Man of mystery
The UK's Serious Fraud Office has
been asked to investigate the collapse
of Vashi, a luxury diamond jewellery
brand, and the disappearance of its
founder, Vashi Domínguez. The company
was founded in 2016 and gained
international attention for its innovative
approach. It was declared bankrupt in
April 2023 after a court ruling forced it
into liquidation. Domínguez attracted
investment from high-profile backers,
including high-profile billionaires.
OCTOBER 2020
“Plan your work. Get
all the numbers and
information on paper
before you start a
complex project and
never assume details,
where possible.”
RYAN HADDRELL
CLAYFIELD JEWELLERS
HISTORIC GEMSTONE
Eye of the Idol
The Nassak Diamond, , sometimes
known as the Eye of the Idol, is a large,
43-carat diamond that originated as
a larger stone in 15th century India.
Discovered in the Golconda Mine of
Kollur, the stone was initially cut in India
and placed in the Trimbakeshwar Shiva
Temple until 1817. The British East India
Company seized and sold the diamond
to British jewellers Rundell and Bridge
in 1818. The Nassak Diamond was
imported into the US in 1927, where
Harry Winston acquired the diamond in
1940 and recut it. The diamond was last
sold at auction in 1970 and is held in a
private museum in Lebanon.
Innovation the way forward
An analysis of Australia’s small
retail businesses conducted by the
Australian Retailers Association and the
American Express Small Retail Index
found that just 49 per cent are meeting
or exceeding financial expectations.
Retailers are proactively addressing
issues, with 67 per cent reporting they
are experimenting with innovative ways
to capture new business. A further
57 per cent said they have a renewed
emphasis on loyalty programs, while
30 per cent hoped to improve digital
marketing and online engagement.
Timeless Trends
Sculptural metals are a jewellery
trend that combines modern looks
with timeless appeal. In recent weeks,
runways at fashion shows around
the world have been highlighted
by abstract shapes in metals such
as sterling silver, brass, and gold,
which is ideal for creating a subtle
statement without being overbearing.
Campaign Watch
Austria-based jewellery company
Swarovski has named Ariana Grande
as its new brand ambassador. The
Grammy-winning singer and actress
will star in the company’s upcoming
holiday campaign. Grande’s
partnership with Swarovski follows
the release of her seventh studio
album in March, and she said the
brand’s emphasis on self-expression
was admirable.
Image: Shaun Leane
Image: Swarovski
VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY
Published by Befindan Media Pty Ltd
Locked Bag 26, South Melbourne, VIC 3205 AUSTRALIA | ABN 66 638 077 648 | Phone: +61 3 9696 7200 | Subscriptions & Enquiries: info@jewellermagazine.com
Publisher Angela Han angela.han@jewellermagazine.com • Editor Samuel Ord samuel.ord@jewellermagazine.com • Advertising Toli Podolak toli.podolak@jewellermagazine.com
Production Prince Bisenio art@befindanmedia.com • Digital Coordinator Riza Buliag riza@jewellermagazine.com • Accounts Paul Blewitt finance@befindanmedia.com
Copyright All material appearing in Jeweller is subject to copyright. Reproduction in whole or in part is strictly forbidden without prior written consent of the publisher. Befindan Media Pty Ltd
strives to report accurately and fairly and it is our policy to correct significant errors of fact and misleading statements in the next available issue. All statements made, although based on information
believed to be reliable and accurate at the time, cannot be guaranteed and no fault or liability can be accepted for error or omission. Any comment relating to subjective opinions should be addressed to
the editor. Advertising The publisher reserves the right to omit or alter any advertisement to comply with Australian law and the advertiser agrees to indemnify the publisher for all damages or liabilities
arising from the published material.

NEW PURPLE SAPPHIRE
COLLECTION
Our latest range of exquisite jewellery
consisting of purple sapphires, handmade
with accents of diamonds.
AUSTRALIAN OWNED & MADE
For all wholesale enquiries and orders, call us on +61 8 9367 7712 or email
workshop@soklichco.com | Shop 2, 61 Angelo Street, South Perth WA 6151
soklichco.com

International
Jewellery Fair 2024
Sydney skills showcase: Young jewellers welcome exciting new challenge in the spotlight
PARTICIPATING STUDENTS
ROUND ONE
Shannon Elliott
Imogen Richards
Molly Katharine Zovaro
Lachlan George
Jaimen Hamer
Solomon Gates
ROUND TWO
Rachael Behan
Max Butera
Alyssa Kulyk
Matthias Simon
Ravija Parekh
ROUND THREE
FINALISTS
1. Solomon Gates
2. Lachlan George
3. Rachael Behan
Matthias Simon
Max Butera
Jaimen Hamer
The International Jewellery Fair in Sydney was
highlighted by the debut of the Benchies Mystery Box
Challenge, with emerging artisans testing their skills
in front of onlookers against a deadline.
Across three days, 11 students from Design
Centre Enmore TAFE NSW participated in a
mystery box challenge, creating a piece of
jewellery using a random assortment
of materials.
It was a challenge reminiscent of television
shows such as Master Chef, The Great British
Bake Off, or Hell’s Kitchen.
The ominous red countdown timer was the
‘cherry on top’, adding palpable tension to the
scene as the jewellers frantically checked over
their shoulders as less and less time remained.
With $5,000 in prize money up for grabs, TAFE
NSW head teacher of jewellery design Gina Kind
said she was rapt with the result.
“There are many ways we could expand the
competition over the next few years," Kind said.
"There have already been discussions about
introducing an ‘open’ category for established
jewellers, as one idea.
“I’m impressed with how hard each competitor
worked while they were in the spotlight. The
students have performed beyond what was
expected of them.”
After three busy days of work on the bench, the
eventual winner was Solomon Gates, a third-year
apprentice with Saffo Jewellery. Gates collected
$2,500 in prize money.
Runner-up was Lachlan George, a second-year
apprentice from Evan’s Manufacturing Jewellery.
Joining these two on the podium was Rachael
Behan, a third-year apprentice from The Little
Workshop, finishing in third place.
It’s a promotion that was arranged with little
notice and yet far exceeded the expectations of
fair organisers Expertise Events.
“We’ve had a great deal of positive feedback
about the Mystery Box challenge," managing
director Gary Fitz-Roy told Jeweller.
"Many retailers approached me at the fair to say
they thought the concept was fantastic.
“A few people approached me to say that they
thought seeing a spotlight on young jewellers
was great. It was important to them that
someone was doing something practical to help
young people make a name for themselves as
they enter the industry.”
Kind echoed Fitz-Roy's sentiments and said it
was an important experience for the broader
jewellery industry to learn from.
“It’s a good exercise for the industry to see
that people are still being trained in jewellery
manufacturing and that hand-making skills are
alive and well. We’re appreciative of the support
from everyone around the event,” she added.
“The biggest positive for me has been how the
competitors have supported each other. It might
be a competition, and there’s money on the line,
yet they’ve cheered each other on and taken pride
in each piece of work.”
18 | September 2024

Three buying groups under the one roof
Following the conclusion of the International Jewellery Fair in Sydney, the
impact of having Australia’s three major buying groups reunited under
one roof has been highlighted extensively.
Australasia’s largest group, Nationwide Jewellers, was well represented,
as was the emerging Independent Jewellers Collective (IJC), which recently
reached an important milestone.
The return of Showcase Jewellers to the Sydney Fair generated significant
excitement in the lead-up to the event. Expertise Events organiser Gary
Fitz-Roy said the feedback following the fair had reflected this enthusiasm.
“We’ve received a great deal of feedback expressing positivity about seeing
the three buying groups on the show floor together,” he told Jeweller.
“In these trying times, it was great to hear that seeing the three buying
groups together was viewed as a positive outcome for the broader
jewellery industry, presenting a united front.”
In the immediate aftermath, IJC CEO Joshua Zarb was over the moon
with how the weekend unfolded in Sydney.
“We absolutely loved the Sydney Fair. I didn’t even have a chance to walk the
show floor on the final day; we had so many people at our stand,” he said.
“At our conference, we launched five new initiatives for our buying group
members, and it was a great opportunity to run them through the changes.
We are super pumped with how they’ve all been received, and I’m very
excited for the next 12 months.”
When asked about the reception to having all three buying groups
united under one roof, Zarb said he thought it was terrific.
“I think it’s great to have all three buying groups under one roof together.
We’ve got a strong working relationship with everyone, and it was
a great thing to see for the broader industry,” he explained.
After the Australian Jewellery Fair in March, Showcase Jewellers
confirmed it would be participating in the Sydney Fair. Managing director
Anthony Enriques echoed Zarb's sentiments and said that it was a
harmonious occasion.
“I thought it was an excellent event. We had the chance to speak
with some happy suppliers and spend one-on-one time with our
members, which is important,” he said.
“In the future, we will do more to incentivise our members to participate
in these kinds of events because that kind of collaborative environment
is essential, particularly when times are tough.”
He added: “I think having the three buying groups together really adds
to the prestige of the events, and it’s encouraged us to look for ways to
improve on future shows.”
Nationwide Jewellers hosted its annual members and suppliers awards
night on Saturday evening.
General manager Glen Pocklington oversaw the buying group’s activities
across the weekend and said that he was pleased with the outcome.
“Speaking with suppliers, I would say that around 90 per cent of them
have been busy filling orders and exploring fresh leads and that they’re
happy with how the fair has unfolded given the economic climate,” he said.
“We had more registered members this year than we did last year,
and our traditional morning briefing on the opening day was well
attended, which was great to see.”
As part of the Global Jewellers Network, Nationwide Jewellers hosted
a delegation of buyers from the US-based Independent Jewellers
Organisation (IJO) at the Sydney Fair.
It didn’t take long for uniquely Australian jewellery to capture the
attention of the visitors.
“They were super thrilled with how the weekend was organised and
had a great time. It was good to see them get among the action and
place some orders for their stores,” Pocklington added.
“It was a good initial foray into collaboration between the groups around
major industry gatherings.”
nostalgic &
sophisticated
collections for
a modern style
christianmarolho.com
christian@christianmarolho.com
+61 482 725 014

News
2024 Australian Opal Exhibition:
National gemstone proudly on display
Australia’s Longest
Operating Watch Brand
ClassiqueWatches.com
Become a stockist today 02 9290 2199
The latest edition of the Australian Opal Exhibition was one to remember,
unfolding in Queensland over two days.
Visitors and exhibitors returned to Southport Sharks for a second time
after the venue was first used for the 20th anniversary edition of the show.
Event coordinator Maxine O’Brien said attendance was slightly down
compared with the previous year; however, given the current economic
climate, that was to be expected.
“The feedback has been really positive so far. I always take rebookings
as the most important type of feedback, and they’ve been good. Everyone
seems to like the new venue; it’s a bit more relaxed,” she told Jeweller.
“There were quite a few new retail buyers present, which was great
to see. The dinner was great, it wasn’t too formal, so there was a big
emphasis on mingling and chatting.”
She added: “There were some fantastic displays from our exhibitors,
and we also had a showcase of three winning pieces from the recent
Australian Opal Awards. It was a great opportunity to show the
amazing things jewellers are capable of when working with opal.”
Australian opal has been a hot topic recently, generating significant
interest in local and abroad markets.
That passion was reflected at the recent Australian Opal Awards in
Lightning Ridge, which more than 250 people attended.
O’Brien believes the industry is continuing to move from strength to
strength and added that there was one clear highlight from this
year's show.
“I think it’s great when new people come along,” she said.
“I think they’re often pleasantly surprised at what they see, and
we love to hear that they’ve enjoyed themselves. Over the years,
seeing new faces become regular visitors is a big thrill.”
The Australian Opal Exhibition will return to Southport Sharks in 2025.

News
Case closed: Supplier apologises for social media comments targeting major buying group
An Australian jewellery industry supplier has
apologised after an unexpected outburst
targeting the country’s largest buying group.
Jeweller recently reported on startling
comments by Richard Morgan, a director and
national sales manager of Keda Konsulting.
He suggested that Nationwide Jewellers had
“bastardised the other fair” in reference to the
International Jewellery Fair.
Keda Konsulting was an exhibitor at the rival
Jewellery Industry Fair running simultaneously
on the same weekend in Sydney.
The Jewellery Industry Fair is organised by the
Jewellery Industry Network.
Morgan's comments appeared on the Jewellers
Co. (formally Young Jewellers Group) Facebook
page, which was established in 2011 as an
industry forum.
Jewellers Co. is owned by Brett Low and
Ewen Ryley, two of the founders of the
Jewellery Industry Network.
When Morgan’s post was first published by
Jewellers Co., Morgan was contacted for
comment but he did not reply; however,
the post was then deleted.
Sources have since confirmed that he issued an
apology to Nationwide Jewellers yesterday.
Jeweller contacted Morgan about his apology;
however, he did not respond.
Nationwide Jewellers general manager Glen
Pocklington did not wish to address Morgan’s
comments directly; however, he could discuss
the buying group’s purpose at the Sydney Fair.
“One of our primary goals is to support the
jewellery industry by helping to bring together
the largest number of retailers and suppliers
from our group during the peak buying window
of the year,” he told Jeweller.
“To that end, we attend the International
Jewellery Fair each year in Sydney, supporting
around 80 of our preferred suppliers who also
exhibit there.”
He added: “This year’s fair was a great success;
we’ve received overwhelmingly positive feedback
from both our members and preferred suppliers
despite the challenging economic environment.”
Morgan’s attack on Nationwide stemmed from
an earlier post on Jewellers Co. that targeted the
International Jewellery Fair.
He posted an unsubstantiated report that a
shuttle bus service between the two shows was
interfered with.
“Someone mentioned to me that someone at
the other fair [IJF] was stopping the buses from
leaving or attempting to,” Morgan’s post read.
He added: "As a supplier, this damages the
businesses of 50 to 60+ plus suppliers. Can
anyone confirm this, please?”
Other Jewellers Co. members challenged
his comments, and Morgan did not offer an
explanation about his allegations when
contacted last week.
Following news that he has issued an apology
to Nationwide - Australia’s largest retail buying
group - Jeweller asked Morgan if he had, or
intended to, apologise to Expertise Events
given the severity of the unsubstantiated
allegation. At the time of publication, Morgan
had not responded.
When contacted Expertise Events managing
director Gary Fitz-Roy denied any wrongdoing
and suggested that any confusion over the
transport between the two events was caused by
the Jewellery Industry Network.
“It is divisive and unhelpful when the economy is
struggling and times are tough for the industry.
What is the benefit of the second show if all it is
doing is creating division and resentment among
jewellers and wholesalers?” Fitz-Roy said.
He confirmed that Morgan has not
apologised to Expertise Events over the
unsubstantiated claims.

News
Fireworks: Nationwide Jewellers lights up Sydney with annual members awards night
AWARD WINNERS
SUPPLIER OF THE YEAR – NOMINEES • AUSTRALIA
Jewellery Centre [WINNER]
Duraflex Group Australia
Golden Mile
Mark McAskill
Orange River Diamonds
SUPPLIER OF THE YEAR – NOMINEES • NEW ZEALAND
Regal Castings [WINNER]
Peka
Worth & Douglas
Nationwide Jewellers headed to the W Sydney for the annual Members and
Suppliers Awards dinner, reflecting on accomplishments over the past year
and planning for the future. Against the backdrop of the 2024 International
Jewellery Fair – and a fireworks display following the dinner – the evening
was a relaxed opportunity for members and suppliers to network.
The coveted Nathan Cameron Perpetual Trophy winner was secured by
Pamela Brown from Desma Designs. As the Apprentice of the Year Award
winner, she received $5,000 in prize money to spend on tools and equipment
to further her career. The award was presented by Judy Cameron of
Cameron’s Fine Jewellers in Swan Hill. The Promising Young Talent award
winner was Ezekiel Torrents from Haab Jewellers.
In a surprise to very few, the winner of Australia’s Supplier of the Year was
once again Jewellery Centre, while Regal Castings picked up the award for
New Zealand.
MEMBER OF THE YEAR – NOMINEES • AUSTRALIA
Santos Customs Jewellers [WINNER]
JC & C Manufacturing Jewellers
Ritchies Jewellers
MEMBER OF THE YEAR – NOMINEES • NEW ZEALAND
Brent Weatherall Jewellers [WINNER]
Kings & Queens
Knights the Jewellers
ADDITIONAL AWARD WINNERS
APPRENTICE OF THE YEAR – Pamela Brown from Desma Designs
PROMISING YOUNG TALENT – Ezekiel Torrents from Haab Jewellers
BEST NEW SUPPLIER (AUSTRALIA) – Soklich & Co
BEST NEW SUPPLIER (NEW ZEALAND) – Web Wonks
BEST NEW PRODUCT (AUSTRALIA) – Mark McAskill
BEST NEW PRODUCT (NEW ZEALAND) – Worth & Douglas
Brent Weatherall Jewellers was the New Zealand Member of the Year,
and Santos Customs Jewellers was the Australian Member of the Year.
Owner Romel Santos delivered a heartfelt thank you and expressed
gratitude to his fellow retailers for the advice and support offered to
his business since joining.
Membership manager Erin Keller said highlighting the efforts of
members with the awards night was something the group eagerly
anticipated each year.
“Handing Romel (Santos) the award was great. He’s an exceptional
person, a fantastic member of our group, and a very deserving winner,”
she told Jeweller.
“He was so grateful to receive the award, and I had a few nominees for
various other awards come up and thank me for even being considered.
They feel like they’re being a little cheesy or cliched to say they’re happy
just being recognised, but that’s what we love to hear.”
Nationwide experimented with a new approach this year, shifting the event
to the first night of the International Jewellery Fair instead of the second.
Keller explained that it was a delicate balance to strike, weighing
responsibilities around the fair and accounting for travel and business
commitments, and said the group would review feedback when planning
for next year.
“We’ve found that later in the weekend, people are already planning to
head back to their stores, and some are just tired after a busy few days at
the fair, so we thought we’d try something different,” she said.
“We’ve had some good constructive feedback. People have told me that
it was the best awards night they’ve attended so far, and other people
said they had a great time and that it was well organised. We will take
everything we’ve heard into consideration for next year.”
The event also acknowledged members who had celebrated 10, 15, 20, 25,
and 30-year milestones since joining the group.

News
Industry mourning: BECKS’ Greville
Ingham unexpectedly passes away
The Australian jewellery industry was left stunned after word spread that
BECKS managing director Greville Ingham passed away.
Educated at the University of South Australia in the 1990s, Ingham worked
at the Greengate Group for 13 years, before returning to the local jewellery
trade in late 2020.
Ingham joined Peter W Beck as national sales manager and held
that role until April 2022.
He was appointed managing director, and oversaw an ambitious major
rebranding to BECKS following the passing of his mother, Ann Beck,
in September 2021 and his stepfather, Peter Beck, in December
of the same year.
In an article written by Ingham for Jeweller in July 2022, he discussed
his return to the company and plans for the future.
“I had returned to the business in November of 2020 as part of a plan to
learn different aspects of the business over a few years, developing into
a ‘general manager’ style role with help from my two sisters, Jenni and
Carol, who are already very knowledgeable in their areas of the trade,”
he explained.
He added: “Don’t forget your roots. Don’t forget that is what the business is
founded on. Identify those legacy foundational attributes and protect them!”
In an article published a month earlier, Ingham discussed the rebranding
project in-depth, again emphasising the significance of family.
"Our transition to BECKS reflects upon the fact that we are now in all
ways truly the manifestation of a family business and we felt that should
be reflected in our brand."
The company released a statement expressing gratitude for the ongoing
support of staff, customers, and suppliers.
"Carol and Jenni Beck are committed to ensuring the continued success
of the business into the future, and deeply appreciate the ongoing
support of our valued customers and suppliers," the statement reads.
"We extend our heartfelt gratitude to our dedicated staff for their
unwavering support and efforts during this difficult time and in
the days ahead."
"Our thoughts are with Greville’s wife, children, and extended family
and friends. He will be profoundly missed."
The announcement was met with an outpouring of support from across
the industry. Ingham took great pride in his work with the Australian
Army Reserves, and was a frequent contributor and ardent supporter
of this publication.

10 Years Ago
Time Machine: September 2014
A snapshot of the industry events making headlines this time 10 years ago in Jeweller.
Historic Headlines
Ancient Roman jewellery found in city centre
Nationwide announces third Diamond Safari
Tiffany & Co sales on the rise again
Pandora jewellery marks 9 years of cancer support
GIA makes diamond testing more affordable
ACCC supports jewellers’ fight
against landlords
A proposed national database designed to assist
jewellers in negotiating rental costs is one
step closer to realisation after the consumer
watchdog announced its preliminary approval.
The Australian Competition and Consumer
Commission (ACCC) has issued a draft
determination that proposes to authorise
the Jewellers Association of Australia (JAA)
to develop and implement a national retail
tenancy database.
JAA Code of Conduct chair Colin Pocklington
emphasised the “significant benefit” the
database presented to jewellers.
“Access to the rental database will help
jewellers determine the true market rental
of shops, potentially saving them many thousands
of dollars per year,” he said.
Industry reacts to diamond
grading concerns
The recent decision by diamond trading platform
RapNet to stop listing all European Gemological
Laboratories (EGL) grading reports has sparked
a slew of reactions from the industry – both
locally and internationally.
The Jewellers Association of Australia (JAA)
has announced it is working with the National
Industry Advisory Council to develop a list of
“suitable” domestic and international diamond
grading laboratories. JAA Code of Conduct chair
Colin Pocklington indicated that the JAA had
always intended to develop the diamond grading
guideline but that it was appropriate to address
the issue now given RapNet’s decision.
In order to remain compliant with the JAA Code
of Conduct, retailers must issue customers
with grading certificates from “reputable”
laboratories for any diamond-related purchase
weighing 1-carat or more.
September 2014
ON THE COVER PASTICHE
Editor’s Desk
Positive change starting at Jewellers Association
"Therefore, Hunter joins the association at a
time when many initiatives have been set in
train; however, it will be her job to ensure they
come to fruition.
The fact that she will now not be dealing with a
13-member board should surely make the tasks
at hand a little easier. I hope she is successful
and I also hope she doesn’t stay in the position
too long!
You see, I don’t believe people heading industry
bodies should be in the position for much
longer than three years. That timeframe allows
them to get settled and then to push through
the required changes that can often cause
discontent among a vocal minority."
Soapbox
Outsmarting the smartphone
"The big squeeze is biting in. We see more
closures of businesses and we have seen
the fall of long-established retail outlets.
I know a lot of fellow retailers are feeling
it. American online stores are relentless.
Prices seem too good to be true and, for
the most part, they actually are. I have seen
engagement rings featuring diamonds with
more fluorescence than a 1980s high school
dance."
Michael Grimaldi,
Michael’s Showcase Jewellers
STILL RELEVANT 10 YEARS ON
And when it comes to retail sales one of
the worst ways to start a conversation
is with, “May I help you?” It’s dreaded by
sales training experts the world over
yet almost all retail staff open a sales
opportunity with it all day, every day.
Sydney jewellery fair sets records
After two days of trading, the overall
consensus regarding the Sydney jewellery
fair has been one of positivity with a number
of exhibitors stating they have experienced
“record” sales.
While Monday morning was notably quieter than
opening day of the JAA International Jewellery
Fair on Sunday, it didn’t appear to take long for
the show floor to start filling with visitors.
Many exhibitors reported greater success on
the second day’s trading than the first day.
Timesupply managing director Ken Abbott
explained that he was surprised by the strong
results achieved on Monday – especially
considering the success the supplier
experienced on the previous day in which he
says he received the first order within two
minutes of the fair opening.
Showcase Jewellers acquires
Aussie diamond brand
Passion8, the well-known diamond brand
previously owned by Miller Diamonds, has
been acquired by Showcase Jewellers,
which could cause a few issues for the local
jewellery industry.
READ ALL HEADLINES IN FULL ON
JEWELLERMAGAZINE.COM
George Proszkowiec, chairman JIMACO – the
operating company for Showcase – told Jeweller
that the deal had been finalised with the Miller
Diamonds’ liquidator on Friday 29 August, two
days before the Sydney fair.
Proszkowiec said the decision to acquire Passion8
was largely driven by the fact that it was stocked
by a large number of Showcase members.
Carson Webb, acting Showcase CEO, said, “Our
members are fine jewellery retailers and we’re in
the fine jewellery and diamond business. This is
a wonderful opportunity to venture forward with
an amazing brand that has amazing potential for
our members.”
24 | September 2024

We Are Here For You

REVIEW
Gems
Gemmologists who changed the game:
Andrew Cody
Andrew Cody was a formidable figure in
the gemstone industry. His contributions
significantly progressed the Australian
opal industry.
Cody had an unrivalled passion for Australian
opals and dedicated most of his life to promoting
and celebrating this unique gemstone.
His love for collecting gemstones and minerals
started from an early age, and a school
excursion to Coober Pedy accelerated
his love for opals.
In 1964, his interests turned to cutting opal, and
he went on to complete studies in Valuations at
the Royal Melbourne Institute of Technology.
His passion and understanding of the market
provided the basis for his business, Cody Opal,
which he founded in 1971 at the age of 20.
The business initially specialised in opal
wholesale and gemstone cutting before later
expanding into the international export of opal
to Japan, Europe, and the US.
In time, the business became a family affair,
with his brother, Damien Cody, joining Andrew.
In 1991, Andrew wrote the book ‘Australian
Precious Opal—A Guide Book for Professionals’.
It was published in English and Japanese and
remains an important resource for industry
professionals and gemmologists alike.
He assisted Australia Post with an awardwinning
series of stamps commemorating
the proclamation, designed the official
National Gemstone emblem, and developed
the official opal nomenclature.
In 2000, Cody co-founded The National
Opal Collection, which has its head office in
Melbourne and showrooms in Melbourne
and Sydney.
The business includes museum displays, retail
sales, and wholesale exports to the international
gemstone industry. It is now recognised around
the world as the primary source of opal.
Andrew became an Associate Research
Officer at the Australian Museum, contributing
important research into the genesis of opal
formation.
Andrew Cody: 1951 - 2022. With a deep passion for
Australian opal, Andrew Cody dedicated most of his life to
promoting and celebrating the national gemstone.
His extensive collections of opals and opalised
fossil specimens have also been exhibited at
the museum.
In 2001, Cody Opal was awarded a Governor
of Victoria Export Award for Minerals and
was a finalist in the Australian Exporter of
the Year Awards.
In 2010, Cody and his brother Damien published
a second book, ‘The Opal Story,’ which was
translated into six languages.
Cody was involved in championing the
declaration of opal as Australia's national
gemstone, which became official in 1993.
In 2018, Andrew Cody produced a limited release
of sixty opal master sets. Each set contains 216
opal samples from deposits worldwide to assist
with identifying, classifying, and grading opal.
Major laboratories and gemmological institutes
availed themselves of this resource, and the
release was quickly over-subscribed.
Cody Opal Australia received a JNA Honouree
award for Industry Innovation of the Year for
this initiative.
In addition to running his successful businesses,
Cody served the gemstone industry in various
roles.
He was president of the Australian Gem
Industry Association, chairman of the Australian
Jewellery and Gemstone Industry Council,
president of the International Colored Gemstone
Association, and a member of Thailand's
JTC-AIGS Leaders Council.
He was also a special projects officer of the
World Jewellery Confederation (CIBJO).
Cody received honorary fellowships from The
Australian Gemmological Association and the
Gemmological Association of Great Britain for
his vast contributions to the gemstone industry
and study of gemmology.
In addition to these official roles, he was a
regular speaker at national and international
forums.
He also served as an expert in the opal
industry, appearing in countless articles and
media appearances.
Cody passed away in 2022 after a brave
battle with a rare form of blood cancer.
His legacy is carried forward through his
businesses, Cody Opal and The National
Opal Collection, which remain significant
exporters of Australian opal worldwide.
Through Cody's efforts, the Australian opal is
held in high regard on international markets
and has become recognised as the National
Gemstone of Australia.
He has left an immeasurable impact on the
Australian opal and gemstone industries.
Teaghan Hall is a fine art graduate with a
specialised interest in antique jewellery. She works
in the antique jewellery trade and has written for
various industry publications while studying with
the Gemmological Association of Australia.
For more information on gems and gemmology,
visit www.gem.org.au
September 2024 | 27

FEATURE
Fancy Colour Diamonds
THE INFIORATA PENDANT
NINA'S JEWELLERY
THE ARGYLE
BALLERINA PIN
LJ WEST
ARGYLE ALPHA
GLAJZ
ARGYLE PINK DIAMOND RINGS
PINK KIMBERLEY
SAMUEL ORD considers the impact
high-profile auctions have on the
popularity of fancy colour diamonds.

GAVEL TO GLORY | Fancy Colour Diamonds
THE EDEN ROSE
CHRISTIE'S IN NEW YORK
BLUE DIAMOND &
PINK DIAMOND RING
HARRY WINSTON
F ancy colour diamonds have
long been lauded as something
of a ‘complete package’ for
jewellery retailers and consumers.
The auction of these diamonds commands
significant international media coverage.
How does that impact consumers'
perceptions of these diamonds and the
jewellery they are set in?
Exceedingly rare, uniquely beautiful,
and shrouded in mystery, these
diamonds have enjoyed an enduring
association with luxury and exclusivity.
Available in nearly all the colours of
the rainbow, from deep blues to vibrant
pinks and intense yellows, there’s a stone
to appeal to the tastes of all jewellery
designers and consumers.
It should be said, of course, that these
auctions feature a different type of jewellery
than you'd find, even in a high-end metropolitan
jewellery store.
With that said, the question is, do these auctions
increase interest among consumers in the less
‘exceptional’ yet still dazzling ‘everyday’ varieties
of fancy colour diamond jewellery?
Indeed, the closure of the Argyle Diamond
Mine in 2020 ignited a frenzy of fancy colour
diamond jewellery purchasing.
Despite the impacts of a global pandemic, a
wounded economy, and an embattled diamond
industry in the following years, the passion for
these stones remains strong.
On a recent trip to a jewellery fair in Hong Kong,
I had an interesting conversation with an industry
supplier about this enduring popularity.
While discussing the litany of issues the diamond
industry faces, I asked Shubham Maheshwari of
Kunming Diamonds if the fancy colour diamond
trade was experiencing any associated ‘blowback’.
To my surprise, he told me the category has been
largely sheltered from these issues.
Maheshwari explained that fancy colour diamond
collectors are unusually passionate about these
stones and eager to learn all they can.
It’s easy logic to follow - most people purchase
diamond jewellery at one stage or another in
their lives; however, the specific interest these
consumers have in diamonds is often limited to
that occasion.
Consider it like this: many people undertake
extensive research before purchasing a diamond
engagement ring; however, many may not
purchase diamond jewellery again. After the
purchase, the interest is subdued.
Fancy colour diamond jewellery, on the other
hand, is a far more niche purchase. Maheshwari
made another interesting point – that highprofile
auctions drive the enthusiasm behind
these stones.
“Auctions are still helping the industry
significantly. They generate a lot of excitement
and keep the enthusiasm for these pieces alive,”
he explains.
Food for thought
It’s an interesting proposition – could some
degree of the popularity of these rare and
expensive diamonds be attributed to high-profile
auctions and the media buzz they generate?
In many ways, it’s an easy case to make. Fancy
colour diamonds are rare and their appearance
at luxury auctions emphasises their exclusivity.
September 2024 | 29

GAVEL TO GLORY | Fancy Colour Diamonds
A closer examination reveals that, in terms
of marketing, it’s something of a ‘doubleedged
sword’.
Auctions are usually reserved for unique
luxury items, attracting buyers searching for
something ‘special’.
When these auctions ‘break records’
– regardless of how overly specific the
benchmarks might be - this could be perceived
as validation of value, which in turn improves
consumer confidence in the category.
As mentioned, auctions involving fancy colour
diamonds frequently attract media attention
coverage, particularly with the attendance of
celebrities and persons of public note.
This exposure could spark interest among
consumers who watch these events closely, and
even more so among those easily influenced by
trends and celebrity endorsements.
In a recent interview with Solitaire Magazine,
Phillips worldwide head of jewellery senior
specialist Benoît Repellin discussed the
‘modern make up’ of jewellery auctions
in great detail.
He says that media attention around these
auctions has attracted younger consumers
to the market; however, he continues by
suggesting that it’s a complicated issue.
“Today, the big jewellery collectors are more
discreet. In recent times, jewellery is seen as
a key fashion statement at red carpet events.
But most of the pieces that the influencers,
actors and actresses wear are loaned to
them by jewellery maisons from either their
heritage department or from new collections,”
Repellin explains.
“It is good to see these jewels adorned and
it does help generate interest in younger
THE BLEU ROYAL
CHRISTIE’S IN GENEVA
audiences, but we rarely see real influencers
today who collect a lot of jewellery and wear
it in public like how Elizabeth Taylor did in
the old days.
He added: “Perhaps Jennifer Lopez is a
potential influencer from modern times who
owns a lot of interesting jewellery that she has
worn in public.”
High-profile auctions include detailed
descriptions and commentary on the diamonds
being sold, and expert photographers and
videographers showcase the stones' stunning
visual appeal.
Many fancy colour diamonds have fascinating
histories and backstories, and this context
can be used to drum up additional interest
among collectors.
This increased access to information could
be considered a motivator for intrigue and
interest among consumers, enhancing their
appreciation and understanding of the category.
Finally, it would be folly to overlook these events
themselves. The excitement and drama of an
auction in a competitive atmosphere can drive
consumer interest and engagement.
Newcomers join the party
Repellin says that an increasingly younger
demographic is interested in jewellery auctions,
mainly due to digital marketing.
“Most of the buyers in the jewellery auction
world today are aged between and above 50 to
60 years. However, we are seeing a demographic
shift with more younger clients showing interest
in jewellery auctions. This shift is driven partly
by the advent of online auctions and is more
prominent in Asia and in some European
countries, than in the US,” he added.
“The pandemic changed how people like to
participate in auctions and brought about a
popularity for online auctions. We invest a lot in
digital marketing now.
WINSTON PINK
LEGACY
CHRISTIE'S IN GENEVA
"Our presence on social media has also allowed
us to reach a broader range of clients. As of last
year, about 40 per cent of jewellery buyers at
Phillips auctions were aged 50 or below.”
As mentioned, it’s not all smooth sailing—
jewellery and diamond auctions could be
perceived as a ‘double-edged sword’ when it
comes to promoting the category.
If a diamond or jewellery piece does not achieve
its expected auction price or even falls short
of previous records, it can negatively impact
market perception.
As a recent example, an Argyle pink diamond
was highly publicised ahead of a recent sale
in Sydney.
The 0.94-carat radiant-cut fancy intense pink
diamond was expected to generate tremendous
attention among collectors.
THE ETERNAL PINK
SOTHEBY'S IN NEW WORK
30 | September 2024

LE MONTAIGNE DIAMOND
DIOR
In the lead-up to the sale, First State Auctions director Ari Taibel
described the stone as the ‘most significant diamond’ his company
has auctioned; however, it went unsold. There was a similar story
in New York recently, when three fancy colour diamonds went
unsold at Phillips.
A 45-carat, fancy vivid yellow stone, a 4-carat, fancy-intense-green
diamond, and a 3-carat, light-blue set in a ring by Cartier each went
unsold. The point to remember regarding these examples is that
individual auctions are not emblematic of broader trends in the
fancy colour diamond market.
That said, of course, it hasn’t been all bad news lately! A 202-carat
yellow diamond, known as the Yellow Rose, impressed onlookers
at Christie’s in Geneva, generating a $USD6.7 million return – the
second-highest price for a stone of its size and colour for the
auction house.
In the aftermath of the event, Max Fawcett, head of jewels
for Christie’s in Europe, said, “There is nothing better as an
auctioneer than a full and engaged saleroom, and to achieve such
strong results is remarkable.”
He described the market for colour diamonds and gemstones
as ‘on fire’ and said it was the best possible start to the
auction season. Staying with Geneva, Phillips sold a 6-carat
pink diamond for $USD12 million in May. At the same auction,
the Argyle Phoenix, a 1.56-carat fancy red diamond, returned
$USD4.2 million, nearly triple its estimate.
A 10-carat fancy intense pink diamond ring at Christie's in New
York returned $USD13.3 million. Rahul Kadakia, international
head of jewellery at Christie’s, said the Eden Rose “surpassed all
expectations” and that collectors remain eager to pursue fancy
colour diamonds.
High-profile auctions, boosted by media coverage, are attracting
an increasingly younger demographic to the world of fancy
colour diamonds. While successful sales may boost market
confidence, unsold high-profile pieces could negatively impact
perceptions. Recent notable sales indicate ongoing passion and
enthusiasm in the market despite the occasional setback.
PinkKimberley.com.au
Become a stockist today 02 9290 2199

J5200
Long live the moment.
An engagement marks a momentous occasion, a heartfelt promise of a shared future filled
with love and commitment. BECKS timeless collection of engagement rings and ceremonial
bands, proudly crafted in our South Australian studio, are symbolic of an everlasting bond
celebrating partnership and the beginning of a lifelong journey together.
L-R: J5200, 2TJ4777IM/S, J5186
Proudly Australian owned and operated.
becksgroup.au
Toll Free. 1800 888 585
Email. info@becksgroup.au
Long live love — Since 1976

BRIDAL
FEATURE
FEATURE
Together XXXForever
A BEGINNER’S BLUEPRINT
Bridal &
ART DECO COLLECTION
SOKLICH & CO.
soklichco.com
Discover Soklich & Co.’s new Art Deco
inspired engagement ring. Featuring a
GIA-certified 0.70-carat square modified
diamond, surrounded by 42 white round
brilliant cut diamonds in 18-carat white
gold and showcasing elegant yet bold
geometric shapes and symmetrical
pattern in an alluring collection.
Engagement
Jewellery
Sales
Successfully selling engagement
and bridal jewellery is critical for
Australia’s independent retailers.
SAMUEL ORD explains the basics
behind success in the category.
NIRVANA
NINA'S JEWELLERY
ninasjewellery.com.au
Nina's Jewellery celebrates forever with
hidden details - surprises intended only for
the wearer, designed to elevate otherwise
classic styles. This includes ornate baskets,
hidden diamonds and elegant details.
And as Australian fancy colour diamond
specialists, they embrace the trend of
colour diamonds in engagement rings.
E
ngagement and bridal jewellery
sales are crucial to the success of
many independent jewellery stores
in Australia.
It’s a category that demands attentiveness and
expertise from sales staff. The stakes are high,
and it can be a daunting experience for those
‘entering the arena’ for the first time.
Several unique factors separate the sale of
engagement and bridal jewellery from the
retail of other forms of jewellery.
It’s not uncommon for the purchase of bridal and
engagement jewellery to be the most significant
final decision of a young consumer’s life. This
means that the purchasing process is complex.
There’s a significant amount of money at stake,
and furthermore, the pieces that are selected will
likely be worn for a lifetime, symbolising the most
important personal relationship that the consumer
will experience.
It should go without saying that high-value
transactions must be handled with care.
Discussions about budgets and financing
should be given extra consideration, which can
strengthen the level of trust between consumers
and businesses.
This is one of many crucial differences between
bridal and engagement jewellery and other
categories. Another is the need for multiple visits
and detailed consultations, often underpinned by
the stress of wedding planning.
These factors can be further strained by a sense
of urgency that many consumers experience when
shopping for momentous jewellery. Sales staff must
be responsive and efficient and recognise that many
people struggle with procrastination. Who among
us hasn’t left a vital decision until the last moment?
With that in mind, discretion and sensitivity are
crucial challenges that jewellery sales staff must
answer. Proposals are often kept secret to secure
the surprise; however, all it takes is one mistimed
phone call or email to spoil the moment!
Product knowledge is another crucial pillar for
successfully selling bridal and engagement
jewellery. Consumers are searching for retailers
who they can trust to provide the right product.
Whether it be in-depth knowledge of precious
metals, gemstones or diamonds or the ability to
explain the differences in settings and certifications,
advising consumers on the finer details requires
some background reading.
While this can be a stressful challenge, it creates
critical additional opportunities for retailers.
Building a strong relationship with the consumer
is essential because of the emotional intensity of
the purchase. If retailers handle this relationship
correctly, it can begin a lifelong association between
consumer and business.
Said another way, while consumers may quickly
forget where they purchased their latest bracelet or
set of earrings, very few forget the store where they
found a diamond ring that they would wear for the
rest of their lives!
This is a tremendous opportunity for repeat sales,
referrals, consumer advocacy, and word-of-mouth
marketing.
In summary, selling engagement jewellery involves
complex decision-making and a higher level of
personalised service than selling other jewellery.
While the stakes are higher, so are the rewards!
Sit & Settle
Every day, consumers enter Australia’s jewellery
stores burdened by stress and concern. It’s easy to
quickly feel overwhelmed by the technical aspects
of engagement rings, whether diamond grading,
precious metal types, or settings.
Developing the ability to identify and understand
a customer’s preferences, especially in a highly
personalised purchase such as bridal and
engagement jewellery, can be a challenge
for newcomers.
There are several solutions to this challenge;
however, they can take time to master. Establishing
trust and rapport with consumers is critical;
jewellery sales staff should be viewed as an
authority that can and will guide the consumer to
the right choice.
This is established by demonstrating sophisticated
product knowledge, such as information about
different types of gemstones, diamonds, and
metals. Accurate knowledge is crucial for easing
consumers' concerns and building rapport.
Employees can develop this comprehensive
education first-hand by enrolling in courses and
participating in training workshops.
September 2024 | 33

Together Forever | BRIDAL FEATURE
MODERN BRIDAL
MARK MCASKILL JEWELLERY
markmcaskill.com.au
ETERNITY RINGS
RR DIAMONDS
From RR Diamonds, Eternity Rings
featuring natural diamonds (E-G VVS-
VS) with GIA certificates are available
in emerald cut (7.60 carats) and
cushion cut (12.60 carats). Another
highlight is the 11.94-carat yellow
fancy colour diamond, set in a ring
with a further 4.02-carats of yellow
and pink diamonds.
New to Modern Bridal by Mark McAskill:
Uncompromising quality meets modern romance in
the new Toi et Moi style engagement ring. Adorned
with a stunning combination of high-grade (VS/
DEF) pear and emerald cut lab-created diamonds
totalling 2.00 carats set in 18-carat yellow gold.
Spending time with experienced jewellers and
designers can also lead to practical insights
about jewellery manufacturing.
Subscribing to jewellery trade magazines,
blogs, and online resources that cover the latest
trends, technological advancements, and market
insights is another way to broaden knowledge,
as is taking the time to examine different types of
jewellery regularly.
When shopping for my wife’s engagement ring, I felt
a tremendous pressure to ‘get it right’. Finding the
ring that perfectly suits your partner’s tastes and
preferences is challenging.
Failing this challenge would feel like admitting
that you don’t understand the person you intend
to marry! If you factor in additional stresses, such
as budgeting, the weight of the occasion can
quickly add up.
Nationwide Jewellers is Australia’s largest
industry buying group, working hand-in-hand
with hundreds of Australian retailers to improve
their businesses.
General manager Glen Pocklington explains that
when handling customers stressed about the
occasion, having a dedicated section for the store
specifically for bridal and engagement jewellery
consultation is critical.
“You need a space where customers can sit and
feel comfortable. This is an area of emphasis when
working with our members,” he tells Jeweller.
“Sitting down one-on-one in a space away from
the rest of the store, where they can comfortably
discuss all the customisation and personalisation
they’ll require, is critical. You should have all of your
‘selling tools’ readily available and within reach
because you’ll need to be able to show them many
different options quickly.”
Pocklington says that with consumers increasingly
pursuing personalised and bespoke options,
retailers must be ready to accommodate.
“Very few modern brides will select something
straight from a cabinet. Retailers should have
a sample range ready for viewing; however,
beyond that, it’s about sitting down and
consulting,” he added.
“It’s also important to factor in the working
environment for your staff. Nobody wants to spend
45 minutes to an hour leaning against a counter
or a cabinet discussing options; it quickly starts to
feel rushed. Having a dedicated section is a winning
move for all parties.”
Impress & Amaze
Finding the right fit for bridal jewellery can be
difficult. Balancing the desire for beautiful,
high-quality jewellery with the constraints of a
wedding budget can be challenging and stressful.
Many other factors also need to be addressed.
Whether choosing the right style, ensuring fit and
comfort, or guaranteeing that bridal jewellery is
compatible with the engagement ring.
Getting customer service right is crucial– going
above and beyond to ensure a positive experience
at every stage of the consumer’s association with
the jewellery store.
Jewellery sales staff should listen actively and pay
close attention to what the customer says. This
will guide any future recommendations and further
establish trust and rapport.
Experts suggest there should always be an
emphasis on education without preaching. Brides
are looking for information and guidance; however,
they don’t want to be overwhelmed or feel like
they’re being spoken down to.
It is critical to explain why certain features and
options might be right for them while leaving
the choice in their hands. In this regard, it’s
also essential to show empathy. Understand
that purchasing bridal and engagement is an
emotionally draining experience, and consumers
need patience and support.
Addressing any concerns or objections confidently
is good practice, as is providing clear information
to resolve doubts. Regularly seeking feedback from
coworkers and/or mentors around interactions
helps improve interpersonal skills.
This feedback can be used to identify areas for
improvement and practice new techniques for
better engagement and relationship-building.
Participating in role-playing exercises that
simulate various customer interactions is another
avenue. This practice helps you develop responses
to different situations, refine communication
techniques, and improve problem-solving skills.
The Independent Jewellers Collective recently
recruited its 100th store in Australia four years
after forming in 2020. CEO Joshua Zarb takes
great pride in his group’s comprehensive approach
to bridal and engagement jewellery sales.
“This has been an area of significant investment for
our group over the past two years, and I think it’s an
aspect of the jewellery industry that has changed a
great deal,” he tells Jeweller.
“Jewellery retailers need to incorporate as
many elements of personal experience into the
‘presentation’ as possible. It’s so much harder to
sell from over the counter or off the shelf.”
He continues: “Bridal is all about ‘wowing’ the
customers with what your store can offer. Allowing
customers to touch and feel samples is just the
beginning; in today’s retail environment, your
website is another crucial sale, too.”
Zarb echoed Pocklington's sentiments and says
having a refined, dedicated consultation area is
crucial to success.
“It’s all about making it clear to the customer at
that moment that the occasion is all about them.”
Pride & Joy
METRO DIAMONDS
metrodiamonds.com.au
At Metro Diamonds, staff carefully select
diamonds for limited, high-quality jewellery
settings and consistently communicate to
ensure peace of mind and great value at
any price point.
Perhaps the most critical thing any jewellery
store employee should remember is that they
are undertaking work they should be proud of.
Jewellery sales staff are crucial contributors to
creating memories that will last a lifetime. When
the stakes are that high, there’s no excuse for
half-measures!
It’s an opportunity to showcase your expertise –
whether it be in terms of product knowledge or
interpersonal skills.
Getting the process right proves that the
salesperson can navigate a stressful, emotional
experience alongside someone else – a talent
very few people have.
Customers' gratitude and satisfaction should
always be a source of personal pride and fulfilment.
Should things turn sour, it should be treated as an
opportunity to improve in the future, not a black
mark on a career.
34 | September 2024

A new range of Argyle pink and blue diamond jewellery,
from one of the original Argyle Pink Diamond Select Ateliers.
All Rosé products are made with official Argyle pink and blue diamonds.
ninasjewellerywholesale.com.au

free
DISPLAY SUITE
Lyre
3100622 in 18k two-tone gold
Destiny
011163 in 18k two-tone gold
Imperialis
2800660 in 18k two-tone gold
{ Inc. a branded
backing board!}
when ordering
12 or more
Rosé pieces.
Tiana
310424 in 18k two-tone gold
free
COLLATERAL PACK
{ inc. campaign & social media
imagery and counter cards}
with any Rosé order!
Kendal
011169 in 18k two-tone gold
Ombre
3100620 in 18k two-tone gold
Cliona
0201438 in 18k two-tone gold
Flight
2800597 in 18k YG
Jamila
021420 in 18k two-tone gold
Baroque
1800169 in 18k two-tone gold
Persephone
0201522 in 18k two-tone gold
Polaris
2800696 in 18k two-tone gold
Visit the website to view the full range, create your account and place your order now.
ninasjewellerywholesale.com.au

ADVERTISING FEATURE | BRIDAL SHOWCASE
ARGYLE KNOT COLLECTION
SCOTT WEST DIAMONDS
scottwestdiamonds.com
The Argyle Knot is a contemporary design
with the sparkle of Argyle pink diamonds in
individual turns, shapes, and character, set in
platinum and 18-carat gold with inspiration
from nature. The Argyle Knot is inspired by the
boab tree of Western Australia, with its unique
shape of twists and knots synonymous with
creating a pink diamond.
BLUSH PINK NECKLACE
SAMS GROUP
samsgroup.com.au
The Blush Pink by Pink Kimberley pendants
showcase exquisite Argyle light pink diamonds
in contemporary, elegant designs. This Blush
Pink range is crafted to make rare and precious
diamonds more accessible, blending everyday
wearability with luxurious sophistication. Each
pendant is designed to be a timeless addition to
any jewellery collection, perfect for weddings and
chić bridal styling.
BRIDAL COLLECTION
WORLD SHINER
worldshiner.com
Discover World Shiner’s exclusive bridal collection
featuring exquisite fine diamond jewellery. Each piece is
meticulously crafted to offer unmatched elegance and
brilliance. From stunning necklaces, bracelets and rings
to elegant earrings, this collection promises luxury and
sophistication. Customisation options are also available to
create personalised pieces.
BRIDAL JEWELLERY
DURAFLEX GROUP AUSTRALIA
dgau.com.au
The exquisite collection of bridal
jewellery from Lab Diamonds by DGA
caters to the diversity of the modern
bride's desires. Featuring a beautiful
selection of jewellery finished to the
highest quality, the range includes
9-carat and 18-carat gold diamond
engagement rings, bridal sets, diamond
earrings, tennis bracelets and more.
BUYERS CATALOGUE
ENGAGEMENT
SHOWCASE
Provide your customers with jewellery
designed to last a lifetime, as a symbol
of love and unity.
ELOISE BRACELET
IKECHO
ikecho.com.au
COCO PINK
ELLENDALE DIAMONDS
ellendalediamonds.com.au
Crafted with meticulous attention
to detail, this ring from Ellendale
Diamonds features a stunning
1.70-carat oval centre diamond that
radiates brilliance and grace with
every glance. Flanking this centrepiece
are two 5PP round brilliant-cut pink
diamonds sourced from the Argyle
mine, serving as a radiant reflection of
a passion for luxury and simplicity.
The Eloise Bracelet presents a timeless embodiment
of elegance and natural beauty. This exquisite piece
of jewellery seamlessly marries the allure of precious
metals with the unique charm of lustrous pearls, creating
a captivating accessory that radiates sophistication.
LEGATO
BECKS
becksgroup.au
The perfect harmony of craftsmanship and
elegance and an exquisite enhancement
of BECKS traditional wedding classics.
The Legato range features a striking
contrasting metal inlay seamlessly
integrated with the main band and a
personalised message of love, creating a
timeless symbol of commitment.
COCO YELLOW
ELLENDALE DIAMONDS
ellendalediamonds.com.au
Crafted in 18-carat white and yellow gold, this
ring showcases a captivating 1.05-carat yellow
radiant-cut diamond, radiating brilliance and
elegance with every turn. Flanked by two
shimmering Cadillac diamonds, it beautifully
embodies the love for luxury and refined
simplicity. Experience the timeless elegance
redefined with Coco Yellow.
ELOISE NECKLACE
IKECHO
ikecho.com.au
Introducing the Eloise Necklace: a
timeless symbol of elegance and natural
beauty. This stunning piece of jewellery
beautifully combines the allure of precious
metals with the unique charm of eyecatching
pearls, resulting in a captivating
accessory that exudes elegance.
September 2024 | 37

BRIDAL SHOWCASE | ADVERTISING FEATURE
OVAL DIAMOND
ENGAGEMENT RING
GERRIM INTERNATIONAL
gerrim.com
Simplicity and elegance never go out
of style. Gerrim International proudly
presents an 18-carat yellow gold
engagement ring featuring a 1-carat
oval diamond.
PEARL & DIAMOND COLLECTION
SOKLICH & CO.
soklichco.com
A contemporary pearl and diamond split band
engagement ring from Soklich & Co. Features
a 14.5mm South Sea Pearl with a total diamond
weight of 0.59 carats, set in 18-carat yellow gold.
Capturing the beauty and timeless partnership of
diamonds and pearls in an exquisite collection.
PINK KIMBERLEY TENNIS
BRACELETS
SAMS GROUP
samsgroup.com.au
The Pink Kimberley Tennis Bracelets capture the rare pink hues of Argyle pink diamonds,
represented in a luxurious display of sparkling elegance. Argyle pink diamonds are
recognised for their unparalleled vibrance and saturation, which is reflected in the
contemporary designs from Pink Kimberley. These tennis bracelets reflect effortless luxury,
the perfect accessory to elevate bridal style.
RAPTURE
NINA'S JEWELLERY
ninasjewellery.com.au
From compass point offset pear-cuts
to an elaborate diamond basket, The
Rapture from Nina's Jewellery conceals
a few hidden surprises. A purely pink
0.15-carat round-cut, Argyle pink
diamond centre stone lies at the heart of
an extraordinary triple-halo.
SAPPHIRE DREAMS
SAMS GROUP
samsgroup.com.au
The hoop earring designs from Sapphire
Dreams feature a beautiful display of
Australian sapphires hand-selected by a
team of gemmologists in an arrangement of
luxury and uniqueness. Each piece has been
meticulously crafted to showcase the exquisite
colour range of these incredible precious
gemstones. These earrings feature a lovely
pop of blue, perfect for wedding jewellery.
PEARL & OPAL JEWELLERY STYLED BY NATURE
wholesale.ikecho.com.au | 02 9266 0636 | enquiries@ikecho.com.au
SCAN QR CODE TO
VIEW MORE ONLINE

CAD/CAM FEATURE
Digital Transformation
NOCTURNAL MURMUR
NECKLACE
STEPHEN WEBSTER
SAMUEL ORD explores the rising
popularity of CAD/CAM services and
tools in the Australian jewellery industry.
LIGHTS OF THE EARTH
CUFF
CARTIER
Digital design and manufacturing
services have taken the
jewellery industry by storm
over the past decade.
Computer Assisted Design (CAD) involves using
specialised software to design intricate products
in a digital format. This allows jewellers to create
detailed 3D models, experiment with new designs,
and make precise adjustments before progressing
to production.
CAD software enables customers to see a realistic
representation of the jewellery before it’s created,
increasing opportunities for customisation and
enhancing the approval process.
Computer Aided Manufacturing (CAM) is automated
machinery that manufactures jewellery based on
CAD designs.
Examples include 3D printing of wax models for
casting, CNC milling for precision cutting, and laser
engraving for additional detail.
CAM technology is highly accurate and repeatable,
improving efficiency in production by minimising
manual labour and material waste.
These technologies streamline the creation
and production of jewellery, and the industry’s
awareness of the capabilities and advantages these
tools afford has slowly but surely risen.
The abrupt surge in the ‘mainstream’ popularity of
3D printing undoubtedly accelerated interest.
It's been said that CAD/CAM technology has
‘revolutionised’ the industry by enhancing design
precision, improving production times, and
enabling greater creativity and customisation in
jewellery creation.
Advantages & Disadvantages
From various perspectives, CAD/CAM is a topic
Jeweller has covered extensively in the past.
One of the most significant changes in the industry
regarding CAD/CAM services was the reduction
of the costs required to use these manufacturing
technologies. Once thought of as a strategy
restricted to the largest companies, emerging costeffective
technology opened the doors wide.
Suppliers in that report noted the impressive
acceptance and adoption rate of these tools among
jewellers, detailing how they allowed new jewellers
to enter the industry.
Another report addressed the matter from the
retailer’s perspective, asking them to detail how
CAD/CAM has changed their businesses over the
past decade. The responses were surprisingly
wide-reaching!
CAD software allows jewellers to create and modify
intricate designs easily. Retail jewellers can adjust
designs to meet customer preferences, visualise
real-time changes, and explore a broader range of
creative options.
Customers can collaborate with jewellers to create
bespoke jewellery, including examining digital
prototypes before production. This improves the
overall customer experience.
In other words, digital designs provide explicit
visual representations of the final product,
ensuring everyone is ‘on the same page’
regarding expectations.
Integrating CAD/CAM into the design and
manufacturing workflow can reduce the need
for multiple revisions and manual adjustments,
streamlining the process from concept to product.
As mentioned, CAM machinery ensures high
precision in manufacturing, reducing errors
and inconsistencies.
September 2024 | 39

AWAKENED HANDS, AWAKENED MINDS
LOUIS VUITTON
This accuracy can produce better-fitting,
higher-quality jewellery.
The automation in CAM accelerates production,
allowing retailers to complete custom orders and
replenish stock quickly. This addresses a critical
concern many jewellers share: time management.
Finally, by reducing manual labour and material
waste through precise manufacturing, CAD/CAM
can lower production costs.
With that said, it would be folly to pretend that
emerging technologies only offer advantages!
CAD software and CAM machinery can be complex
for some to understand and operate. Jewellers
need to invest time and resources in training, and
some experience a steep learning curve, which can
temporarily disrupt their workflow.
Some have voiced concern that reliance on CAD/
CAM systems can be problematic if unexpected
technical issues or software malfunctions occur.
Furthermore, emphasis on digital design and
automated manufacturing may reduce the role
of highly valued traditional craftsmanship and
manual skills.
With that said, it's clear that many of these
potential 'disadvantages' are easily managed or
THE KEEPER OF TIME
WALLACE CHAN
resolved, while others are merely a matter of
personal preference.
Education & Information
While CAD/CAM is highly advantageous for many
jewellers, this industry is, of course, notoriously
resistant to change.
Jeweller’s 2024 State of the Industry Report
detailed the trade’s reluctance to embrace digital
marketing specifically.
It was discovered that of the 2,010 independent
jewellery stores in Australia, around 30 per cent
didn’t have a website.
This research suggested that around 14 per cent
of the market relies on Facebook alone when it
comes to ‘digital presence’ – and a further 3 per
cent uses Instagram.
The study revealed that more than 250 retail
jewellers (13 per cent of the market) have no digital
presence whatsoever.
With that said, the consensus among suppliers is
that understanding and appreciation of CAD/CAM
services is steadily rising in the trade.
Based in Sydney, Chemgold takes great pride in its
casting, refining, finish, and CAD/CAM services.
Director Darren Sher says that in the past five
years, he’s witnessed a notable increase in
understanding and awareness among jewellers.
"More jewellers than ever are familiar with these
technologies and what they have to offer," he
tells Jeweller.
"The growing familiarity is largely due to the
continued integration of CAD/CAM into the
jewellery industry, as it has simply become one of
the key ways jewellery is made around the world.
The precision, efficiency, and ability to create
intricate designs that these tools provide have
driven widespread adoption."
He continues: "As the technology has advanced,
more educational resources and training programs
have become available, helping jewellers learn how
to get the most out of CAD/CAM systems."
Sher says naturally, it's not all smooth sailing.
The industry will continue to navigate specific
challenges in the years to come.
These include designers not fully grasping CAD
requirements and tolerances, struggling to decide
between resin and wax printers, and the need
to produce jewellery in components for optimal
quality - which isn’t always recognised.
With that said, based on advances in recent years,
he’s confident the category will continue to grow.
"Some challenges remain, particularly when
working with designers who may not fully
understand the design requirements and
tolerances needed in the CAD files to produce the
best results," he explains.
"There is also the consideration of when to use
resin technology versus traditional wax printers,
which requires a nuanced understanding of both
the design and production process."
"Additionally, it's important to understand that
producing jewellery in components can often
ensure the highest quality result, though not all are
aware of this approach."
Approval & Agreement
Rapid Casting is also based in New South Wales.
The company takes great pride in its in-housedesigned
Online CAD Design Portal.
The program was launched in 2006 and has been
consistently refined and fine-tuned. The process
is simple: jewellers upload a PDF, sketch, photo,
or logo for a streamlined and efficient CAD
design service.
The portal offers immediate communication
regarding the design stored in an easily accessible
online account so retailers can receive up-to-date
progress on each project.
This means that jewellers can plan ahead of time.
Both 2D and 3D design models are available for
inspection before final approval.
Speaking at the International Jewellery Fair in
Sydney, production manager Ben Farago says he
has also witnessed an increased level of knowledge
about these services in the industry.
“Speaking with jewellers at an event like the Sydney
Fair, very few aren’t already familiar with CAD/CAM.
The industry knows about it,” he says.
“They might not completely understand the
process, so there’s always the opportunity
to talk them through the process from start
to finish. Fortunately for everyone, it’s pretty
straightforward.”
Regarding 3D printing specifically, he says that the
recent popularity of these services has led to an
uptick in jeweller knowledge.
The sudden spike in ‘mainstream’ interest in 3D
printing can be traced to many different origins,
such as reduced costs and improved capabilities.
That said, it’s difficult to look past the sudden rise
of the ‘do-it-yourself’ culture associated with 3D
printing, as an expansive array of niche groups
popularised the creation of customised items on
social media.
40 | September 2024

FLIGHT ENCOUNTER BROOCH
STEPHEN WEBSTER
KISSING DIAMOND,
CHALCEDONY &
TOURMALINE
BOGHOSSIAN
The implications were significant for the jewellery
industry – opening the door for retailers to explore
new methods for creating products.
At the same time, independent artisans were
offered the chance to enter the industry with new,
unconventional methods.
“Once upon a time, people would flatly ask us for a
‘3D printer’. We’d ask them what type and what for,
and they’d be somewhat stumped,” Farago jokes.
“People are starting to understand the differences
between a $200, a $2,000, and a $200,000 3D
printer more and more. The more common
question we hear now is ‘should I get one’ rather
than ‘can I have one’ - which is a small indication of
just how far we’ve come.”
Heritage & Pride
In a previous report, Sher suggested that an
increasing enthusiasm for locally made and
manufactured products, a dominant trend
among Australian consumers, was critical to the
rise of CAD/CAM.
Retailers commonly reported this
during the pandemic. He says that
these trends have shown no signs of
slowing down.
"Regarding the emphasis on returning
manufacturing to Australia, this trend
has continued over the past few years,"
Sher explains.
"The focus on local production has been driven
by a combination of factors, including supply
chain disruptions and a growing appreciation for
the quality and craftsmanship associated with
Australian manufacturing."
Indeed, this growing push for local manufacturing
in Australia, driven by supply chain issues and
the preference for high-quality, locally sourced
jewellery, does reflect a shift among consumers.
An appreciation for craftsmanship and reliability
provided by domestic production calls for
innovation, and CAD/CAM services offer precisely
that. Digital design and manufacturing streamline
the process by reducing expenses and saving time
while providing efficiency and accuracy.
Perhaps most important is the expanded
opportunity for review and approval – ensuring that
retailers and consumers always see eye-to-eye and
that expectations are clear.
Just as machinery improves efficiency and
accuracy, a thorough approval process removes
uncertainty and ambiguity, leaving everyone
satisfied when all is said and done.
September 2024 | 41

INTERNATIONAL JEWELLERY FAIR 2024
Word On The Street
The International Jewellery Fair
concluded in Sydney with buyers
and suppliers bidding farewell
after three busy days of trade.
It was an event that will be remembered for
many years – whether it be because of the
popularity of promotions and special exhibitions,
the business partnerships that formed, or the
hotly debated impact of competing events and
adverse trading conditions.
After overseeing three days of trade between more
than 150 exhibitors and thousands of visitors,
Expertise Events managing director Gary Fitz-Roy
was content.
“I think many people went into the weekend
without high expectations because of the state of
our current economy, and the majority of people
I’ve spoken with since the fair has been very
positive,” he told Jeweller.
“I think these ‘realistic’ or even pessimistic
expectations have been largely exceeded because
we’ve had reports of stronger written business
than was anticipated, which is great to hear.”
Walking the show floor
Among those quick to echo the sentiments of
Fitz-Roy was Duraflex Group Australia’s
managing director, Phil Edwards.
He said he was impressed with the proactive
approach many retailers took to the Darling
Harbour event.
“The fair this year has exceeded our expectations.
Those attending have come with a planned agenda
and strategy to capitalise on the upcoming busier
months of trade ahead,” he explained.
“Overall, the feedback has been very positive, the
attendance at the stand has been consistent, and
we’re pleased with the results.”
Walking onto the show floor, visitors were
immediately greeted by the BECKS stand. In
recent years, the exhibitor has undergone a
significant branding overhaul.
When walking the show floor, it was amusing
to see the startled reactions to the giant yellow
Haribo bear stalking the aisles, handing out
fistfuls of sweets.
Duraflex and Thomas Sabo organised the
promotion following the release of a new
collection. Edwards said the event was a
valuable learning exercise for the distributor.
“The THOMAS SABO x HARIBO Collection has
proved quite the surprise; while some retailers
were initially unsure, the sell-through has proved
that this trend is a hit, and so we’ve seen strong
replenishment orders,” he explained.
“For Daniel Wellington, we have launched the
new season collection and brand-new displays
that offer greater interchangeability and seamless
integration of jewellery with watches.
“This brand is now the number one watch brand in
our watch portfolio by volume, and we’ve had a lot
of new retailers take on the brand.”
The staff at Designa Accessories, which recently
celebrated anniversaries for Maxum and Timex,
was keen to discuss watches and timepieces.
The company showcased the Philipp Plein
brand, which offers distinct product lines
targeting luxury and sports markets.
General manager Ivan Meys said in the lead-up to
the Sydney Fair that he’d eagerly anticipated the
chance to introduce buyers to the brand.
“I’m really optimistic about the viability of these
products in the Australian market. I think it’s
particularly well suited to local consumers
because of the attractive price point,” he said.
“Given the current economic conditions retailers
are navigating, I think this is exactly the kind of
luxury product that people are looking for.”
He added: “The brand has a powerful, very
aggressive marketing philosophy around the
world, and it’s going to be fascinating to watch it
evolve over the coming years.”
State of the industry
Recent research detailing the concerns of
retailers in Australia should make it no surprise
that topics such as consumer spending, wage
increases, goods and services costs, and cash flow
management were commonplace.
Retail Edge Consultants is one exhibitor at the
coalface. General manager Leon van Megen
said the event provided valuable insights into
the industry's state.
“We had a really good couple of days. Saturday and
Sunday were very busy, and Monday was a little
more relaxed, as is usually the case,” he said.
“As I’m sure most people expected, much of the
feedback from retailers was about the issues
they’re facing. June, in particular, seemed to be a
tough month.
"Most people were optimistically hoping that we’ve
been through the thick of it now.”
When embracing innovative methods for improving
revenue, van Megen said it was a mixed bag, citing
Jeweller's recent research into digital marketing.
“We’ve spoken with a diverse range of people,
from those looking at new ways to improve
42 | September 2024

their business with data analysis, business
consulting, and other opportunities to those
at the other end of the spectrum who are
struggling with change,” he said.
“Fingers crossed that we’re on the rise now and
that people leveraging new initiatives, whether it
be changes in stores or digital strategy, will start
to see results soon.”
Another exhibitor hoping for an optimistic road
ahead was colour gemstone jewellery specialist
Gerri Maunder.
“I thought the fair was well run, and we were happy
with the result. We had some great feedback about
our new releases,” she said.
“It’s no secret that times are tough; however, many
retailers we work with remain hopeful for the
Christmas season ahead.
"That seemed to be the main takeaway for us that
we move on to better days and a positive finish to
the year.”
As part of a 30th anniversary celebration, Gerrim
International hosted a $30,000 colour gemstone
jewellery giveaway, which was won by John Franich
Jewellers from Auckland.
“They were over the moon when they were
announced as the winner. We’ve done business
with them for many years and know them well,”
Maunder added.
“It was a great chance to give something back to
the industry that has been instrumental in our
story, developing into the business we are today.”
International flavour
Visitors found Ken Abbott and Timesupply near
the entrance, offering brands such as Nomination,
Qudo, Sif Jakobs, and Coeur De Leon.
“It’s been a very, very good fair. We’ve met with
many new potential stockists that we weren’t
familiar with before," he told Jeweller.
"We’ve also met with many existing retail partners
who have replenished collections for summer."
“We also had the opportunity to strengthen
our marketing relationship with many of the
retailers to provide them with the tools that
they require to market and to increase their
return on investment.”
He continued: “The market, of course, is tougher
than it has been, but there is so much potential
when retailers are focused on a great product
and supported with marketing to produce
important results.”
Timesupply introduced a special visitor to the
Sydney Fair this year: Nicoleta Benta from
Nomination’s Italian headquarters greeted visitors.
It didn’t take long for the special guest to capture
the attention of buyers and add some international
flavour to the event – she speaks seven languages!
“I’ve had an amazing time in this beautiful country.
Our brand is always focused on developing in new
markets, and it’s been great to find out that so
many retailers are passionate about our jewellery,”
she explained.
“For the brand, it’s always important to maintain
direct contact with our partners, and we’ve always
stood by that strategy. You could have the best
jewellery in the world; however, without the right
people, you’ll never survive.”
She added: “I’ve learned a great deal from the fair
in Sydney, just from conversing with people in the
market and letting them share the frustrations
they’re experiencing. People might be surprised
to learn that these issues are not just restricted to
Australia and that we can address them together.”
Attention: Captured
Six manufacturing jewellers raced against the
clock daily to complete a jewellery piece based on
a ‘mystery box’ of resources as part of the $5,000
Benchies Challenge.
Onlookers were enthralled by each jeweller's
approach while fighting against a deadline
displayed on an ominous red timer. Gina Kind, head
teacher of jewellery design at TAFE NSW, said she
was thrilled with the reception to the competition.
“I think it’s been amazing. The students have
performed beyond what was expected of them,”
she said.
“It’s a good exercise for the industry to see
that people are still being trained in jewellery
manufacturing and that hand-making skills are
alive and well. We’re appreciative of the support
from everyone around the event.”
She added: “The biggest positive for me has been
how the competitors have supported each other. It
might be a competition, and there’s money on the
line, yet they’ve cheered each other on and taken
pride in each piece of work.”
On the opposite side of the show floor, US
gemstone cutter Scott Sucher entertained visitors
with stories about the creation of his World
Famous Diamonds collection.
Across the three days, visitors and suppliers visited
the exhibition to examine the replica creations of
38 iconic diamonds from history.
Moving forward
In the final hours of the Sydney Fair, Fitz-Roy
said the atmosphere contrasted with the
prevailing ‘doom and gloom’ sentiments about
the state of retail.
“There was a funny ‘buzz’ on the show floor
around halfway through Monday; many exhibitors
were still busy doing business,” Fitz-Roy said.
“Everyone is always interested in a comment about
the final numbers, but I think we’ll find that there
was very little difference from year to year. I think
many perceptions are based on quantity regarding
jewellery fairs, but you’ll find the truth in quality.”
With the Australian jewellery industry’s largest
annual gathering in the books, the attention for
Expertise Events now turns to next year.
The Melbourne Jewellery Expo is scheduled for
1-3 February at the Melbourne Convention and
Exhibition Centre in South Wharf. The Australian
Jewellery Fair will return to the Gold Coast
on 6-7 April after a highly successful event
earlier this year.
September 2024 | 43

BUSINESS
Strategy
Pricing is the strategic weapon
of your business
Is your business selling itself short? DAVE WAKEMAN explores some essential
considerations when pricing products in your jewellery store.
Pricing is one of the crucial strategic
decisions that can easily be neglected.
To me, it is one of the three most
significant strategic decisions an
executive makes, right up there with
brand codes, target market segment,
and position in the overall market.
Your price manifests these decisions
for your target market. Why? Price is
a signal.
It tells your market whether you are a
premium product or a budget service.
Price conveys to your target market what
your position is in the market.
The price you set can tell your audience
that you are top shelf or just ‘average’.
It can underline or undermine your
brand equity.
Underline by being consistent with your
strategy and undermine by using price as
an afterthought to your plan.
Why am I mentioning this? Your price
impacts the delivery of your strategy
in three critical ways: awareness,
perception, and profits.
Awareness matters – customers can’t
buy from you if they don’t think about you
when they are ready to purchase.
In business-to-business sales, if you
aren’t in the three to four business
considerations set when the research
phase happens, no amount of persuasion
will help. The average business I work
with finds that it takes 11-13 touchpoints
before a customer buys.
Both examples highlight the
importance of awareness.
This is why I remind everyone to
always remember the two iron rules
of marketing.
• The 60/40 rule states that your
marketing mix should consist of about
60 per cent brand building and 40 per
cent sales activation.
• The 95/5 rule states that only 5 per
cent of your business-to-business
customers are in the market for your
services anytime.
Perception can make you, and it can
also break you. The perception your
price creates can help you or hurt you in
several ways.
Your price can shift or underline the
perception of value in your target
market. It can also signal whether you
are high-quality or low-quality. Your price
can signal that you are a good value or
poor value.
This is one of the reasons I tell you that
the price-setting moment is marketing’s
MVP moment: It can define consumers'
perceptions of you.
The final factor to consider is the pricing
is equal to profits. This magic equation
is why I tell marketers to fight for their
place in the pricing conversation.
For every 1 per cent of the price you
maintain or increase, your profits
improve by around 11 per cent. This has
been studied many times and tracked
with my work.
The opposite also applies; for every 1 per
cent you discount, you lose 10 per cent or
more of your profits.
Your price
manifests these
decisions for
your target
market. Why?
Price is a
signal.
This has been studied and observed
in my work. Discounting can destroy
your brand and is the fastest way to
undermine its perception. It also eats
away at your profitability. Remember
that it’s not about what you make but
what you keep!
These three intersections make me say,
“Discounts are for dummies!”
Where does strategy come into this?
First, there is the ‘Endless Growth Trap’,
the idea that people feel the
only direction they can go is up.
It is often said that anything other
than increasing sales is a disaster;
however, this isn’t true. You can make a
significant amount of sales and collect
little profit.
The reality is there is a finite number of
opportunities, and the buyer’s path is
long and, in many examples, is getting
longer. Your branding efforts take time
to root themselves; however, your price
can tear these efforts down quickly.
Strategy is about three key ideas:
• Focus: What does success look like?
• Consistency: Are you delivering in line
with that focus again and again?
• Through Line: Are you staying focused
on the strategy evening when inevitable
change occurs?
Your price sets should reflect your
focus: Who is it for? What do we want
our position to be? It should also
underline your brand: Are we showing
up how we want to? Does our market
see us the way we want to be seen?
44 | September 2024

Your price should help you achieve
success. So, take the time to ask
yourself the following questions.
Is your business selling at the right
price? Is your business signalling the
right kind of value?
Does the cost of your products and
services act as a strategic weapon, or is
it scattered and inconsistent?
Charging the right price?
What is your biggest fear when quoting a
price for your products and services?
• Do you worry that it’s too high?
• Are you afraid of what your competitors
are charging for similar products?
• Are you concerned that other
businesses are charging an hourly rate?
Many businesses are dominated by
relentless negative self-talk. I’m sure
you’re familiar with this kind of thinking.
“I’m a small business, there’s no way
my customers will pay this price. If I
don’t offer a discount, they’ll walk away.
I can’t possibly justify quoting the right
price because it will only take me an
hour to finish the job.”
These are all pricing myths and
misconceptions. Below are several
quick ideas to help you set better
prices for your business.
Consumers buy due to the intangible
and tangible value, even when
shopping on price.
Sometimes, if the problem the
product addresses isn’t super
important, the cheapest option wins.
In other cases, no price is too high
because the issue is so important.
Competitive advantage is life or death to
a business. One is a commodity, and one
is an advantage.
Focus on the essentials and don’t sell
based on arbitrary units. Lawyers do
this with their ridiculous embrace of the
‘billable hour’. Don’t be like a lawyer!
Apple doesn’t sell iPhones priced based
on how many phone calls you make; they
sell iPhones for the price.
It would be best if you thought about how
you can do the same.
Price according to the service or the
product you deliver, not the arbitrary
unit of time it might take you to provide
the results.
Don’t fall into the trap of comparative
pricing. What your competition is
charging doesn’t matter.
Charge what you are worth and what
you think is fair! Your competition might
be idiots at pricing. They may have a
different strategy.
The market may place a different value
on your business than your competitors.
What the competition is doing is
irrelevant unless you are a commodity.
That’s a story for another day.
Don’t discount: There are so many
reasons not to discount. Whether it’s
lost profit, lowered brand equity, or the
increasing difficulty of future sales, you
do not want your store to be viewed as
a discount location.
COMMON
PRICING
MISTAKES
Competitive
concerns
The strategy of
your competitors
shouldn’t sway
your pricing
How high is
too high?
Fears about what
customers are
willing to pay
shouldn’t impact
the value of your
products
Fear of
abandonment
Discounting
shouldn’t be used
to keep wayward
consumers
interested
Arbitrary
hours
Prices should
reflect the overall
value of the
labour, and not
just the time
There are always customers who will
want to haggle with you and beat down
your price. Don’t let that attitude impact
your business' overall image.
So, what is your biggest pricing
challenge? What makes you afraid to
quote the price you know you deserve?
Closing remarks
Pricing is a critical yet often overlooked
strategic decision that directly impacts
the perception of your business, its
market position, and profitability.
The price you set signals to your target
market whether your product is premium
or budget, affecting its perception.
A well-considered pricing strategy
will align with your marketing efforts
and influence a range of areas in
your business, including the allimportant
profitability.
Discounting hurts your bottom line
and damages your perception among
consumers. When it comes to jewellery,
it sends the wrong message about your
products and services. Avoid arbitrary
or comparative pricing, instead, set
prices that reflect the true value of your
business and what it has to offer.
Don’t be afraid to ask the big questions
about your pricing structure and the
message it sends about your business.
DAVE WAKEMAN is a consultant, writer,
and teacher who believes in profits in
business and not promises. Learn more:
www.davewakeman.com
September 2024 | 45

BUSINESS
Selling
How to break out of a frustrating sales slump
Do you feel like you’re stuck in a rut?
RYAN ESTIS explains how you can get back on top.
“What advice would you have for a
salesperson in a tough stretch or
slump?”
I’ve been asked this question more
times than I can count. I’ve been there
myself! And so have plenty of other
sales professionals.
The challenge is simple: You put a
bracelet on your right wrist. Every
time you consciously catch yourself
complaining (or somebody else on your
team does), you switch wrists.
Here are a few ways to consciously show
up each day without complaining.
According to Salesforce's 2024 State
of Sales report, nearly 70 per cent of
sales reps don’t expect to meet their
quota this year, and 84 per cent missed
it last year.
This tells us that traditional strategies
are now obsolete. What drove
performance before isn’t produce the
same results today. Your customer’s
expectations have changed, which
means you must change, too.
If you see this as an opportunity to
stretch your skills and develop new
ones, you can quickly overcome this
slump and regain your competitive
advantage. Here are a few ideas to
restore your confidence, evolve your
competency, and get excited and
inspired about improving again.
Get control of your calendar: First,
track how you’re spending your
time. How much of it is spent on
pure sales activity?
Does your schedule reflect the
optimal investment in the highestyield
activities? Plan your day the
evening before and set daily targets
for achievement.
Audit your processes: In the absence
of results, our activity warrants a
thorough inspection.
Take a close look at your approach
to pre-call planning and follow-ups.
What’s working? What isn’t? Where is
your opportunity to improve?
The best salespeople are constantly
improving and understand that
learning never stops. Audit each day
at the close to assess your level of
impact and momentum to ensure
meaningful progress.
Remind yourself of your successes:
When your confidence takes a hit, revisit
big wins, testimonials, case studies and
what has worked in the past.
Remind yourself that you’ve done
good work, customers value your
contribution, and prospective
customers really need your help.
Conduct experiments: When
conditions change, so must we. So,
try something new!
The goal is not to avoid failure. In
fact, you will make mistakes. The
feedback and insight will help you
iterate forward. If someone in your
organisation or industry is having
surprising success, ask yourself: what
are they doing differently?
Ask for support: Every great sales pro
puts in the work; however, we all need
feedback, guidance, and mentorship
to thrive. Lean into support, training
and feedback from your manager and
organisation — and ask for it if you
aren’t receiving it.
So, this week, shift your mindset
to view setbacks as opportunities.
Embrace the chance to learn, absorb
feedback and set yourself up for the
next big breakthrough!
No Complaining Challenge
According to Dr. Travis Bradberry,
co-founder of TalentSmart, we
complain once a minute during a
normal conversation. And the more
we complain, the more likely we are to
continue complaining.
While a bit of complaining is natural,
it’s not inevitable. You can spend the
day lamenting every little thing that’s
not perfect, or you can move forward
and create the better future you desire.
With that in mind, I decided to attempt
an idea - the No Complaining Challenge.
When you
improve your
professional
listening
skills, you’re
preparing
yourself for
better strategic
decisions and
greater impact.
Look for the opportunity: It is
common to react to change, adversity,
challenges, and circumstances beyond
our control. We can be overwhelmed,
frustrated, anxious, and even lose
control of our emotions.
The improvement is in the ability to
pause, reflect and respond intentionally.
When I catch myself moving into
reaction, I try to consider: “Where's the
opportunity? What can I learn from this?
How can I grow from this? And how am I
going to show up in this moment? It pays
to be acutely aware of our presence's
impact on others.
Develop rituals and routines: The best
way to start managing your time is at the
beginning of your day. Create routines,
whether exercising, meditating,
journaling, reading, spending time with
your kids, or organising your day.
If your morning routine is intentional
— and positive — it will put you in the
right mindset.
Serve others and lift them up: When
faced with adversity or less-than-ideal
circumstances, one way to redirect
yourself from complaining is to look at
the opportunity to serve others.
Where can you contribute? It helps
to take the attention from yourself
and place it where you can make a
meaningful difference.
Play from here: Accept the
circumstances. Bad things happen,
things that aren’t fair, and we make
mistakes — complaining changes
absolutely nothing. So, feel your
emotions and let them go.
RYAN ESTIS is a bestselling author,
keynote speaker, the founding partner of
ImpactEleven and a globally recognised
sales and leadership expert.
Visit: ryanestis.com
46 | September 2024

BUSINESS
Management
Getting ready for the most important time of year
The holiday period is often crucial for jewellery retailers.
DAVID BROWN explains how to put your best foot forward.
As a seasoned retailer, you’ll be more
than aware that the Christmas season
isn't just a busy time.
Ensure you have plenty in stock
and consider bundling them with
complementary products.
It's a crucial opportunity to shine and
exceed expectations.
It can transform your year from ordinary
to extraordinary. Likewise, it can
quickly turn a promising start into a
disappointing finish.
A significant percentage of your annual
sales, sometimes as much as 25 per cent,
can be attributed to this time of year.
Given that your costs won’t vary as
greatly as your sales during this
month, the impact on profit will be
even more significant.
Without a successful December, the
average store could be missing 90 per
cent of its profit targets for the total year.
You can never start planning too soon
for this time of year. Here are a few
suggestions for what needs to be
implemented before this period.
Training makes perfect
First things first: your team is your
greatest asset. It may be a cliché;
however, that’s because it is true.
Before the Christmas rush hits, invest
time in training.
Refresh everyone on customer service
essentials, highlight critical products,
and ensure they're well-versed in your
promotions and policies.
A well-prepared team not only boosts
sales but also enhances customer
satisfaction—a win-win for any business.
Make sure your most talented staff are
given the best opportunities to shine.
Make sure the basics are automated, so
no additional thought is required when the
pressure is on.
Review your sales from last year for the
proven performers that always sell well.
This will be a good indication of whether
you need spare inventory for this year.
Keep an eye on consumer trends and
adjust your inventory accordingly.
Whether it’s the latest tech gadgets or
eco-friendly products, having what’s hot
can set you apart from the competition.
Spread the word
In today’s digital age, advertising isn’t
just about hanging up a few posters.
Social media, email campaigns, and
targeted ads are your allies.
Plan your marketing strategy well in
advance - it's can't be a last-minute job.
Highlight your best sellers, showcase
limited-time offers, and create a sense
of urgency!
Engage with your audience by sharing
holiday tips, gift guides, and behind-thescenes
peeks—it’s all about building
excitement and driving foot traffic.
Highlight your
best sellers,
showcase
limited-time
offers, and
create a sense
of urgency!
Moreover, keep an eye on emerging trends.
From sustainable gifts to experiential
presents, staying ahead ensures you
meet evolving customer preferences.
Going Above & Beyond
Finally, going the extra mile isn’t just
about products and promotions—
it’s about the experience.
Create a festive atmosphere in-store with
cheerful decorations and seasonal music.
Offer complimentary gift-wrapping
services to ease your customers’
holiday stress.
Consider hosting unique events like
exclusive shopping nights or product
demos to attract shoppers and
foster loyalty.
The Christmas season isn’t merely
a busy period; it’s an opportunity to
elevate your retail game.
By focusing on training, optimising stock
assortments, strategic advertising,
and staying attuned to consumer
preferences, you can ensure your
business not only survives but thrives
during this crucial time.
Remember, the little extra touches leave
a lasting impression and keep customers
coming back year after year.
This period is crucial for exceeding
expectations and can elevate your year
from ordinary to extraordinary or lead to a
disappointing finish.
As mentioned, up to 25 per cent of
annual sales may come from this time,
significantly impacting profit due to fewer
variable costs.
Planning early is essential to avoid missing
profit targets.
Stock assortments
Getting your stock assortment right is a
delicate dance. Yes, holiday classics like
festive decorations and timeless gifts are
must-haves.
However, don’t underestimate the power
of trending items. Not everything will be a
repeat seller.
Best sellers & what’s trending
Speaking of best sellers, understanding
your top-performing products is critical.
Analyse sales data from previous seasons
to predict this year’s winners.
Is there a particular item that always flies
off the shelves?
So, gear up, get creative, and make this
Christmas season your best one yet!
DAVID BROWN is co-founder
and business mentor with Retail
Edge Consultants. Learn more:
retailedgeconsultants.com
September 2024 | 47

BUSINESS
Marketing & PR
Your business is ready for a
marketing makeover: Part III
When did you last reflect on your marketing strategy?
GEORGANNE BENDER and RICH KIZER return for the final chapter of this series.
In the third and final chapter of
this series on business strategy
revitalisation, we turn our attention to
critical marketing ideas.
Create a weekly bag stuffer and hand one
to every shopper—it's important to get
them into the customers’ hands.
Most of the stories presented by local
media come from a press release, so send
one for each newsworthy thing you do in
your store, including awards, big events,
famous visitors to your store, contest
winners, and charitable works.
Social media
Regardless of the name, if you pre-stuff
them into bags, they will not get read. Use
your bag stuffers to advertise specific
products, events, or anything important
that week.
Ramp up your social media presence.
Unless you have a dedicated marketing
employee, choose one or two social media
platforms and commit to keeping them
current.
Build a ‘brag sheet’ that lists your
store’s services, awards, conveniences,
merchandise categories, brands, social
media handles, return policy, and
hours—everything that’s important to
your customers.
Print it on the back of your weekly bag
stuffer, and add it to your website, social
media, and email blasts.
Send an email blast at least twice a
month. Choose a professional email
marketing company to create your
campaigns. Constant Contact, Email
Contact, SnapRetail, and Mail Chimp are
retailer favourites offering a free trial.
Try them all, and then stick with what
works best.
Every email blast should have a clear
message encouraging the reader to act by
visiting your website or visiting your store.
Collect customer email addresses
organically. Place a sign-up sheet at the
register and on your website.
Host contests where the winner is
notified via email and make asking for
the customer's email part of the regular
checkout process.
Pepper your emails with large photos and
less copy. People don’t like to read long
blocks of text, so keep the message short
and sweet.
Make every photo clickable, taking
the reader to your website for more
information or to purchase.
The reader should take at most
20 seconds to fully understand
your message.
Research has found that 64 percent of
people open an email because of the
subject line alone.
Make sure yours are compelling!
Measure your results. Every email
marketing company provides detailed
reports on customer responses. Keep
the techniques that work and tweak
those that don’t before sending your
next email blast.
Host one major or two minor instore
events each month. A major
event builds traffic and fills your
store with customers.
Do not confuse a major event with
something that takes a long time to plan.
A class, trunk, or fashion show can be a
big undertaking, but it’s not a major event
unless it attracts potential customers who
come to watch and buy something while
they’re there.
A minor event might be a Saturday full
of demonstrations and mini-classes.
Minor events draw customers to your
store but should not take much time to
plan or implement.
If the concept of events and promotions
is new to you, then begin by running one
major event and one minor event for each
month of the year.
If you’re already running events on a
regular basis, you can add as many as you
are comfortable adding.
Create a marketing and promotions
calendar for each month of 2024. List
dates and deadlines for each part of your
marketing efforts, including in-store
events, promotions, Facebook Live
broadcasts, classes, email blasts, and
social media posts.
Contact local media and pitch stories
about your store.
Unless you have
a dedicated
marketing
employee,
choose
one or two
social media
platforms, and
commit to
keeping them
current.
Your business should be on Facebook and
Instagram. Posting daily is the optimal
goal; three times a week is the minimum
you can do to keep followers interested.
Continue to boost your business online,
as online selling is here to stay. Keep
your website up to date and choose an
e-commerce platform.
Make Facebook Live broadcasts a major of
your marketing. If you haven’t tried it yet,
it’s time to get on board. Choose a daily or
weekly time slot and stick to it.
Instagram is more than just posting
photos. Instagram Live is similar to
Facebook Live; Instagram stories
allow you to post photos and videos
that disappear after 24 hours, and
reels let you create and post videos—
people love videos!
There are even more options available,
but it's okay to just post photos on your
Instagram grid.
Use hashtags to expand your reach. Posts
with hashtags have more engagement
than those that don’t. Without a hashtag,
your posts only go to the people who follow
you, but posts that include hashtags can
reach anyone who follows that hashtag.
Google ‘best hashtags for X’ to get you
started. Be sure to include a hashtag for
your store, such as #nameofyourstore.
Retailers are some of the most resilient
people in the world. There is no limit
to what you can do when you put your
mind to it.
RICH KIZER and GEORGANNE BENDER
are retail strategists, authors and
consultants. Visit: kizerandbender.com
48 | September 2024

BUSINESS
Logged On
Take customer experience to a
new level: Part II
Artificial Intelligence has changed the retail game.
JEANNIE WALTERS reveals why it’s important to stay on top of evolving trends.
In the second part of this series on
Artificial Intelligence (AI) and its impact
on retail, we begin by emphasising the
importance of understanding the ways
in which these programs can shape the
customer journey.
Generative AI is already reshaping how
customers and businesses interact, learn
from and about one another, and plan the
next steps.
Today, you probably have some experience
interacting with AI as a customer. I bet you
can relate to the following points.
Hyper-personalisation
Allow AI to create a base copy of each asset
that you can refine, customise, and share
with customers when they need it.
You could also assess specific
programs or teams to see where AI
could be most helpful.
The journey toward AI-enhanced customer
experience is ongoing and dynamic.
To truly leverage AI, we must address key
considerations such as pinpointing specific
problems AI can solve.
It's also important to ensure data structure
and accessibility, navigating bias, and
upholding ethical standards.
This is not just about addressing
customers by their names but
understanding their unique preferences at
a granular level.
AI analyses individual purchase history,
browsing behaviour, and social media
activity to craft experiences that resonate
on a one-to-one level.
Streamlined interactions
Customer support AI chatbots are
revolutionising the way we handle
routine queries.
They provide timely information, guide
customers through their journey, and
improve response times.
This not only enhances customer
satisfaction but also can potentially reduce
operational costs.
Predictive analytics
AI algorithms can sift through vast
amounts of customer data.
This allows us to identify patterns and
trends, anticipate needs, and tailor
our offerings.
Sentiment analysis grants us a window
into our customers' emotional landscape,
giving us the ability to discern their
opinions and attitudes and find specific
pain points to address.
Getting started
There are likely many areas across your
customer journey where AI could improve
the experience.
Start a list where you can write down all
your ideas as they come to you during
the workday.
Any successful AI implementation
requires you to have a clear purpose
and measurable goal. What do you intend
AI to accomplish?
How can you measure its success
compared to before? What is a safe place
to test before you take on larger tasks?
AI is best suited in areas where it can
deliver considerable time savings or
improve accuracy. In addition to the
examples detailed previously, consider
the following.
Audio transcription: Use AI to transcribe
audio content and extract insights from
the content or repurpose it for new forms.
Brand monitoring: Monitor for brand and
business mentions and conversations
across social media channels and
online communities.
AI can sort
through user
reviews and
messages as an
‘early warning
system’ of sorts.
Start small and be calculated about where
and when you apply AI.
Frequently check in with your
implementation and ask your staff
about unforeseen risks or issues.
As you prove your results, introduce A
in another area.
This strategic approach will enable
businesses to harness AI’s full potential.
This will go a long way towards ensuring
that your brand remains at the forefront
of delivering innovative and personalised
customer experiences.
Transform your business
AI is not just a behind-the-scenes player;
it is now a front-line ally to employees,
equipping them with the knowledge to
deliver exceptional service proactively.
It’s a partnership where AI-powered
automation and human ingenuity lean on
one another to create better customer
experiences, available around the clock.
This is a paradigm shift in personalisation,
support efficiency, and the overall
customer journey.
These advancements are not just about
staying ahead of the curve; they are about
redefining the curve and setting new
standards for what it means to truly know
and serve our customers.
Retail brands have used sentiment
analysis to identify potential incoming
complaints quickly.
AI can sort through user reviews
and messages as an ‘early warning
system’ of sorts.
It’s a great way to discover untold feedback
from customers.
Create support content: Aggregate
customer support conversations and
how-to resources to create new customer
help guides.
JEANNIE WALTERS is founder and
CEO of Experience Investigators.
Learn more: experienceinvestigators.com
September 2024 | 49

My Bench
Hazel Oxborough
Artisans Bespoke Jewellers
AGE 34 • YEARS IN TRADE 13 • TRAINING Advanced diploma with Peter Minturn Goldsmith School Auckland • FIRST JOB The Village Goldsmith, Wellington, NZ
SIGNATURE PIECE
JULIET ROSE
Juliet Rose is named after the ‘sweet Juliet’ - the rarest rose
in the world. The uniqueness of the carved pink tourmaline
made it the perfect centrepiece. I created the cluster shapes
of the leaves using tsavorite garnets and the peach sapphires
and spinels are the blossoming rosebuds. The underside
represents the stem and leaves, recreating the 3D element of
the natural rosebush..
FAVOURITE GEMSTONE Padparadscha Sapphire.
FAVOURITE METAL 18-carat white gold.
FAVOURITE TOOL Barette Needle File
and Design Templates.
BEST NEW TOOL DISCOVERY Oval Doming Block.
BEST PART OF THE JOB Designing and sketching.
WORST PART OF THE JOB Polishing compound
ending up on your face.
BEST TIP FROM A JEWELLER Each step is only
as good as the one before.
BEST TIP TO A JEWELLER Trust yourself;
it’s okay to make mistakes.
BIGGEST HEALTH CONCERN ON THE BENCH
Polishing compound and silicon wheel dust
causing lung problems.
LOVE JEWELLERY BECAUSE It is wearable art.
The materials are beautiful and unique, and the
design possibilities are endless.
50 | September 2024

September 2024 | 51

OPINION
Soapbox
Designing your dream jewellery store:
Who are you targeting?
Take aim and fire! GORDON SIMMONDS discusses the importance
of designing your jewellery store with a specific audience in mind.
When designing the layout of your
jewellery store, it’s always crucial to ask
yourself who you’re hoping to attract.
In modern retail, consumers come in all
shapes and sizes. Preferences and tastes
vary, and you must clearly understand who
you’re hoping to have in your store when
assessing the layout.
Does The Sentimentalist visit your store
often? These customers are interested in
high-quality jewellery with sentimental
value – it must look timeless.
These purchases are usually carefully
planned and rarely occur on impulse.
You might consider these people to be
‘experienced’ jewellery consumers.
These people enjoy participating in
the selection, buying and ownership
experience. They may include selecting
the diamond, choosing their style, or
simply understanding the qualities.
Speaking generally, they are often
well-informed and well-educated about
jewellery, and although value is significant,
price is not the determining factor.
These consumers are looking for the
‘complete service package’ and want to
enjoy the entire experience.
These consumers are happy to create an
ongoing relationship with a jewellery store.
They will return for other services, such as
cleaning and repairs, if they feel the staff's
expertise warrants it.
The next consumer archetype to consider
is The Gifter. These people know little
about jewellery, and frankly, they often
don’t even enjoy shopping!
That said, they understand jewellery
constitutes a significant intimate gift
usually reserved for close family members.
As an additional note, they desire guidance
and advice from a figure of authority.
They consider it an essential part of any
outfit and wear it often.
These consumers wear many different
kinds of jewellery and, perhaps because of
that, shop at many jewellery businesses. I
would describe this group as ‘optimistic’.
This group is conscious of the image they
project and wants to ensure they make
the correct purchase. They may purchase
jewellery for others or themselves, and
their products may be used to show status.
Influencers have become a prime target
for major brands. This group aligns
with what’s considered the ‘visible
achievement’ segment.
This refers to a pattern of responses
often offered by consumers who wish to
be‘visible success stories’. They may have
‘made it’ in whatever field they are involved
in and are confident in their abilities.
Despite success, research suggests
they retain traditional home, work, and
societal values. Family is important to this
segment, and they emphasise providing
for loved ones. While they might be able to
afford the best of everything, they look for
quality and value for money!
It’s always important to be mindful of
the Practical Shopper. These customers
are ‘low-key’ purchasers who prefer
inexpensive jewellery that can be worn
daily — even if they have the budget for
premium products.
They are fashion and trend-conscious
and wish to stand out from their parent’s
generation; however, they also aim to
conform to their peer group.
In other words, they are looking for
jewellery that symbolises fun and freedom
while remaining a part of ‘their generation’.
In terms of purchasing patterns, these
consumers are focused on the short-term.
Preferences and
tastes vary, and
you must clearly
understand who
you’re hoping
to have in your
store when
assessing the
layout.
Information, reviews, and opinions are
all shared instantly in the digital world –
sometimes while the consumer is still in
the store!
The key is to focus on providing these
customers with a shopping experience. It
is critical to spend the time to generate a
connection, whether it be with information
and education or special efforts that make
the customer feel rewarded for shopping
with your business.
The future of retail involves removing the
traditional counter barrier and replacing it
with deeper interactions with customers
who feel connected and in control.
This can be done in many ways,
including unique experiences such as
customisation, which allow consumers
to create memorable experiences where
they feel rewarded for merely visiting
your store.
These consumers can move seamlessly
from the ‘virtual’ world to the physical
stores during their shopping journey.
Finding the future
It’s often been said that the future of
jewellery retail is in bespoke and custommade
designs. Younger consumers are
embracing handmade pieces and moving
away from mass production.
While that may seem like a shift towards
convention and tradition and a step away
from ‘modernity’, the key to connecting
with many consumers will involve a digital
component, whether that be your website
or social media.
There are many steps involved in
designing your dream jewellery store;
however, for those struggling to find
somewhere to begin, it’s best to start
by clearly defining who shops with
your business and who you would like
to attract.
In other words, they want to be sure they
buy from a trustworthy store. If a trustbased
relationship cannot be created, they
will shop purely on price.
Do you encounter many Stylish Shoppers?
These customers appreciate the extra
flash and 'pazzazz' they get from jewellery.
The final archetype worthy of consideration
is the Connected Customer. Modern
consumers can inform, market, and brand
your product at the push of a button.
Never before have consumers had access
to so much information, and modern
retailers must embrace these conditions.
Name: Gordon Simmonds
Business: Jewellery Design Solutions
Position: Founder
Location: Muirarrie, Queensland
Years in the industry: 35
52 | September 2024

FEBRUARY 1 – 3, 2025
Melbourne Exhibition Centre, South Wharf
www.jewelleryfair.com.au/mjexpo
Organised by

Become a stockist today 02 9290 2199
Founded in 2008, Pink Kimberley is family owned and operated,
devoted to showcasing the exceptional beauty and rarity of pink
diamonds from the Argyle diamond mine. All Pink Kimberley
jewellery is crafted in 18 carat gold, embellished with exquisite,
sparkling Australian pink and white diamonds. Each individual stone
has been carefully chosen and intricately arranged in an expression
of creativity, influenced by Australian nature and landscapes.
PinkKimberley.com.au