Jeweller - October 2024

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY OCTOBER 2024 

Global Trends 

LESSONS LEARNED FROM A 

FASCINATING HONG KONG FAIR 

Are You Ready? 

THE LATEST PRODUCTS FROM 

AUSTRALIA'S LEADING SUPPLIERS 

Technology & Art 

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Long live 

moments. 

Giving a ring to recognise milestones or significant birthdays is a 

profound gesture that symbolises enduring love and commitment 

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Long live love — Since 1976

LESSONS LEARNED FROM A 

FASCINATING HONG KONG FAIR 

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY OCTOBER 2024 

THE LATEST PRODUCTS FROM 

AUSTRALIA'S LEADING SUPPLIERS 

MAKE A LASTING IMPRESSION 

ON YOUR CUSTOMERS 

OCTOBER 2024 

Contents 

This Month 

Industry Facets 

11 Editorial 

12 Upfront 

14 News 

29 Buying Guide 

22 

25 

50 

52 

10 YEARS AGO 

Time Machine: October 2014 

LEARN ABOUT GEMS 

Game-changing Gemmologists: XIV 

MY BENCH 

Matthys Solomon 

SOAPBOX 

Trent Cullum 

29 BLOCKBUSTER BUYING GUIDE 

Selling like hotcakes! 

Discover the latest and greatest products 

from Australia's leading jewellery industry 

suppliers ahead of the holiday period. 

Features 

20 

26 

INTERNATIONAL RENDENZOUS 

Lessons learned from Hong Kong's latest jewellery fair 

SECRETS TO SUCCESS 

Preparing for the most important time of year 

29 

BUYING GUIDE 

Jam-packed Christmas buying guide 

Better Your Business 

20 HONG KONG JEWELLERY FAIR 

Walking the floor 

Hong Kong welcomed thousands of 

visitors from around the world for a busy 

week of trading for the jewellery industry. 

44 

46 

47 

48 

49 

BUSINESS STRATEGY 

What's more important, science or art? DOUG STEPHENS offers helpful insights. 

SELLING 

SUE COCKBURN discusses methods for building customer loyalty. 

MANAGEMENT 

What defines your business? DAVID BROWN encourages you to find a point of difference. 

MARKETING & PR 

GARRY GRANT explains the importance of well-thought out content marketing strategy. 

LOGGED ON 

SIMON DELL reveals the secrets to navigating negative reviews online. 

Global Trends 

Are You Ready? 

Technology & Art 

26 ARE YOU READY? 

It's nearly showtime... 

Research has suggested that as much as 

25 per cent of annual sales are completed at 

Australian jewellery stores during the holidays. 

Is your business prepared for what's ahead? 

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varied clientele demands. 

To learn more visit: dsmpacific.com.au 

October 2024 | 9

A new range of natural coloured diamond jewellery, from Australia’s coloured diamond specialists. 

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Editor’s Desk 

Chaos: Jewellers thriving when the heat is on 

The only way to handle pressure is to apply it. 

SAMUEL ORD reflects on significant changes to the retail landscape. 

Another year has nearly come and gone, 

and once again, Australia’s jewellery 

retailers find themselves bracing for 

impact ahead of the holiday sales rush. 

It’s the most critical time of year for all 

retailers and can be a ‘make or break’ 

scenario for many jewellery business 

owners. If you think about the traditional 

‘cycle’, sales peaked in December leading up 

to Christmas and other gift-giving traditions. 

The New Year’s sales programs then kicked 

in, usually starting on Boxing Day; however, 

this cycle has changed significantly over the 

past five years with the addition of the new 

US-inspired Black Friday event. 

In the US, Black Friday is the first Friday 

after Thanksgiving. In 2024, it will occur 

on 29 November. 

It’s often said Apple fueled the momentum 

behind the promotion appearing in 

Australia by including the local market 

in its Black Friday campaign in 2013. 

With local consumers under lock and 

key at home during the global pandemic, 

COVID-19 probably cemented Black 

Friday even further into the Australian 

retail landscape. 

Some experts have suggested that 

Black Friday is now a more significant 

sales event than Boxing Day. Indeed, the 

Australian Retailers Association (ARA) 

reported that consumers spent more 

than $6 billion across four days last year. 

If accurate, this accounted for more than 

25 per cent of all holiday purchases. 

It seems that the traditional ‘cycle’ has 

changed from November through to 

January. This is two-edged for retailers. 

While all three and four-month retail 

promotions have the potential to increase 

sales, this increased turnover usually 

comes at reduced margins. 

This is worsened if retailers have become 

overly reliant on these sales. In recent 

months, I’ve enjoyed discussing this 

fascinating subject in depth with several 

well-informed experts. 

It’s been suggested that a heavier weighting 

towards holiday sales can be a symptom of a 

retailer failing to generate adequate revenue 

during the rest of the year. 

In other words, those dependent on these 

gift-giving traditions likely find themselves in 

this situation because of underperformance 

during the rest of the year. 

As mentioned, the average jeweller once 

recorded between 18 and 25 per cent of 

annual sales in December alone. That aside, 

even for a ‘well-balanced’ jewellery store, 

December sales are often the difference 

between a profitable or disappointing year. 

As indicated above, with Australian shoppers 

adopting the Black Friday campaign in 

increasing numbers, many jewellery stores 

have shifted a significant portion of their 

December sales to November. 

Reporting from the Australian Bureau of 

Statistics (ABS) in 2023 suggests that this 

is not unique to the jewellery trade and that 

retailers everywhere have experienced a 

seismic shift. 

The jewellery industry is notoriously 

resistant to change; however, Black 

Friday sales now appear compulsory. 

As with many sales events, experts 

recommend that retailers strike a 

balance between shifting ‘dead’ and 

sluggish stock and introducing new 

special ranges and promotions. 

Interestingly, planning for chain stores 

reportedly occurs more than a year in 

advance – a remarkable feat given the 

significant swings in trends we frequently 

see among jewellery consumers. 

Independent jewellery stores are 

encouraged to begin planning 

product selection around August. 

Many people doubted these sales would 

ever ‘take off’ locally for various reasons. 

It was an idea easily dismissed given 

the widespread resistance to the 

‘Americanisation’ of culture; 

however, whether we like it or not, 

Black Friday and Cyber Monday have 

cemented a position in the retail calendar. 

With this ‘make or break’ scenario firmly 

established, summoning additional 

composure is essential. 

The stakes are high, and navigating 

elevated pressure is a skill required 

in many walks of life. 

The jewellery 

industry is 

notoriously 

resistant 

to change; 

however, 

Black Friday 

sales now 

appear 

compulsory. 

Get on the front foot! 

How can you ensure that your business 

enjoys a ‘fairy tale finish’ to the year? 

One expert I spoke with said marketing 

and inventory management are crucial. 

With consumers continuing to ‘feel the pinch’ 

of cost of living pressures, displaying more 

affordable products in store windows and 

digital promotions can be crucial to 

improving foot traffic. 

It was explained in straightforward terms: 

When retailing in these kinds of economic 

conditions, you’ve got to at least get them 

in the door. 

There’s always the chance that a consumer 

may enter your store because they’re 

interested in a more affordable product 

and decide to purchase something on 

the pricier side. 

As mentioned, inventory management 

should be planned months in advance; 

however, in the future, it may be helpful 

to consider this time of year under the 

new November-January paradigm. 

Analysing past sales data can ensure that 

you’re stocked with popular items. Black 

Friday sales should be used to move sluggish 

stock and introduce new seasonal products. 

Every chain is only as strong as its weakest 

link! Manage your employees during this time 

is critical. Jewellery stores are different from 

other retail businesses around Christmas 

and you’re unlikely to face a line of people 

stretched out the door waiting to be served. 

That said, providing additional training 

around customer expectations and product 

knowledge is essential to ensure that every 

question and query is resolved effectively. 

Finally, in the weeks ahead, ensure that 

you’ve got your ‘boots on the ground’ 

regarding customer feedback. Actively seek 

and respond to customer feedback to address 

issues promptly and improve service. 

There’s nothing worse than hearing the same 

complaint from a dozen different customers 

when you’re under the pump. Insult is added 

to injury if it’s about an issue that could have 

been resolved well in advance – if only you’d 

been told! 

SAMUEL ORD 

EDITOR 


Upfront 

Rewind: Best Bench Tip 

Stranger Things 

Weird, wacky and wonderful 

jewellery news from around the world 

Ashes turned to jewellery 

The remains of OJ Simpson have 

been turned into lab-created diamonds 

for his four children. Attorney and 

executor Malcolm LaVergne told the 

media that Arnelle, Jason, Sydney and 

Justin Simpson each now had a jewellery 

item as a keepsake. Simpson died of 

cancer in April, aged 76. The former 

National Football League star was best 

known for being accused of the murder 

of Nicole Brown Simpson and Ronald 

Goldman in 1994. He was acquitted of 

all charges; however, was subsequently 

found liable for wrongful death. 

Legacy stone may remain uncut 

The unveiling of what is believed to 

be the second-largest diamond ever 

made international headlines in recent 

weeks. Lucara Diamond Corp discovered 

the 2,492-carat diamond in Botswana. 

CEO William Lamb has suggested that 

it may retain more value if left uncut. He 

suggested that the stone holds ‘untold 

potential’ as a piece of rough. The rough 

was discovered in the Karowe mine on 

19 August and has been described by the 

company as a ‘legacy stone’ – meaning it 

is valued at more than $USD10 million. 

APRIL, 2021 

“One of the most 

important elements of the 

job is communication and 

understanding between 

you and your clients.” 

LAURIE MOFFATT 

CLAURENCE MOFFATT 

MANUFACTURING JEWELLERS 

HISTORIC GEMSTONE 

Shah Jahan 

The Shah Jahan Diamond 

is a 56-carat table-cut 

stone mined in Golconda 

in India. In late 1600 AD, 

Mughal Emperor Jahangir 

gifted the diamond to Prince 

Shah Jahan (1592-1666). 

The diamond can be seen 

in a portrait of the prince. 

Eventually, it came into the possession of Mughal Emperor Aurangzeb 

and was evaluated by legendary French gemstone and diamond 

merchant Jean-Baptiste Tavernier. In 1739, the diamond travelled to 

Persia after the Nader Shah invasion of Delhi. It was offered for sale in 

1985 in an auction in Geneva; however, it went sold. The Shah Jahan 

Diamond is currently located at the Kuwait National Museum. 

Timeless Trends 

With the weather beginning to 

warm in Australia, an unexpected 

new trend is expected to light up local 

beaches - thigh jewellery. Thigh 

chains and bands can add unexpected 

glamour to daring outfits and are 

increasingly popular with younger 

consumers with an interest in music 

festivals and other outdoor events. 

Image: Boho Beach Hut 

Image: Tiffany & Co. 

Rockstar ring fails to find buyer 

A diamond and gold ring owned by 

Elvis Presley didn’t find a buyer at a 

recent auction which offered around 

400 lots of costumes, memorabilia, 

clothing and other items once 

personally owned by celebrities such 

as Prince, the Beach Boys, and Marilyn 

Monroe. Presley’s 14-carat gold ring 

features 1.3 carats worth of diamond 

diamonds and a 0.1-carat red spinel 

adorning a detailed ram’s head— 

representing the astrological sign 

Capricorn. It had a presale estimate of 

$USD35,000 to $USD65,000. 

A Seattle man has invented a necklace 

that walks a fine line between innovation 

and invasion. ‘Friend’ is an Artificial 

Intelligence (AI) powered necklace 

designed to be a portable companion, 

created by 21-year-old Avi Schiffmann. 

The necklace was originally designed to 

transcribe meetings; however, it has since 

been redesigned and rebranded as a tool 

to address loneliness and isolation. It 

reportedly raised $USD2.5 million from 

investors and is expected to begin shipping 

early next year. 

Campaign Watch 

Tiffany & Co. has launched 

a campaign to celebrate the 

anniversary of Italian jewellery 

designer and fashion model Elsa 

Peretti’s arrival at the company 

with the launch of her bone cuff. 

The campaign takes inspiration 

from the window designs of 

Gene Moore. 

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.

EXCLUSIVELY DISTRIBUTED IN AUSTRALIA AND NEW ZEALAND BY 

AU +61 2 8543 4600 NZ +64 9 480 2211 | designaaccessories.com.au

News 

Critical sales events on 

the horizon for Aussies 

Australian jewellery retailers are eyeing off key 

shopping events in the months ahead following the 

latest analysis of the jewellery retail market. 

An analysis of more than 400 independent jewellery 

stores from Retail Edge Consultants outlined a 

decline of 6 per cent in sales in August on a yearon-year 

comparison. 

Comparative overall sales performance decreased 

further (11 per cent) on a two-year comparison. 

Unit sales declined by 7 per cent by the same 

metric, with the average retail sale of items 

reaching $256. 

This follows a modest 2.9 per cent increase in July, 

with that report revealing that comparative units 

sold had improved by 4 per cent. 

Returning to the August analysis, diamond jewellery 

sales decreased by 8 per cent on a year-on-year 

comparison and 16 per cent when compared with 

two years ago. 

Colour gemstone jewellery increased by 7 per 

cent compared with August of the past year, while 

silver and alternative metals jewellery improved 

by 2.7 per cent. 

There were positives to be found elsewhere, with 

laybys increasing by 9.5 per cent in dollar terms 

between new orders and pickups and cancellations. 

It was a similar story in special orders, with an 

increase of 3.9 per cent highlighted. 

Finally, there was a sharp decline in services, such 

as repairs, with a drop of 25 per cent in dollar 

values noted. 

Better days ahead 

Addressing a recent Australian Bureau of Statistics 

report on retail spending, outgoing Australian 

Retailers Association CEO Paul Zahra said that 

making the most of key shopping events in the 

months ahead was crucial. 

“As tough times continue, we are seeing the socalled 

‘lipstick effect’ play out – where people are 

having to do more with less," Zahra said. 

“This remains one of retail’s most difficult years 

– with a continued slowdown in discretionary 

spend, high business costs and inflation along 

with ongoing challenges such as retail crime, 

supply chain disruptions, and the most significant 

workplace relations reforms in decades. 

He added: “Discretionary retailers will be counting 

on the peak season ahead to replenish their cash 

reserves. Major shopping events in coming months 

include Halloween, Black Friday, Cyber Monday and 

the festive period, which will hopefully provide a 

much-needed boost to the industry." 

Zahra added that Australian consumers 

prioritise household essentials amid adverse 

economic conditions. 

Michael Hill boss outlines concerns with economy 

Michael Hill International CEO Daniel 

Bracken has discussed the adverse economic 

conditions impacting the jewellery industry 

following the company’s latest financial report. 

Michael Hill recently reported that group 

revenue increased by 4.2 per cent to 

$AUD644.9 million in the past financial year. 

This figure was offset by a decline in profit, 

recording a loss of $AUD479,000. 

The decline was attributed to higher labour, 

rent, and metals costs, with the impact of 

reduced consumer spending highlighted. 

Bracken said MHI remains proactive. 

“While FY24 earnings were disappointing, 

with challenging economic conditions and 

inflationary pressures impacting consumers 

across all markets, the business continued 

to execute on its clearly articulated strategy, 

focus on retail fundamentals and drive topline 

sales," he said. 

“Critical to the Michael Hill Group strategy 

was to establish a clearly defined portfolio 

of brands. 

"This past year not only saw the refresh 

of the Michael Hill brand to support its 

premium market positioning, but also the 

expansion and integration of the newly 

acquired Bevilles brand at the value-end of 

the fine jewellery category." 

Sales in Australia improved by 10.3 per cent, 

countering a decline in New Zealand (11.8 per 

cent) and modest improvement in Canada (0.6 

per cent). 

It wasn’t all bad news, however. Bracken 

indicated that the current financial year was 

off to a positive start. 

“The first eight weeks sales performance has 

been encouraging, with positive performances 

from both Australia and Canada, and 

some improvement in New Zealand where 

conditions still remain more challenging,” 

he added. 

“As we plan for the year ahead, initiatives 

are under way to drive sales and 

productivity, enhance margin, optimise 

inventory and prioritise operational 

expenditure across the group.” 

Michael Hill recently announced it 

successfully appealed a judgement in 

the Supreme Court of New South Wales as 

part of a case involving a dispute with 

a package supplier. 

Sales, store count spike for fashion jewellery chain 

Australian fashion jewellery chain Lovisa has 

recorded a significant increase in sales over 

the past financial year. 

Lovisa reported a 17.1 per cent increase in 

revenue, achieving $698.7 million in sales over 

the past year. The improvement was driven by 

rising sales in Europe (26.9 per cent) and the 

US (38.5 per cent). 

The chain reported a modest 0.7 per cent 

increase in sales in Australia. 

Comparative sale-store sales declined by two 

per cent, while profit increased by 18.7 per 

cent to $565.8 million. 

“The company has once again delivered strong 

sales, gross margin and profit growth at the 

same time as investing in the structures to 

support our steady global expansion,” CEO 

Victor Herrero said in a statement. 

“This positions us well to continue our growth 

in both existing and new markets. I want to 

again share my appreciation of the entire 

global Lovisa team for their hard work and 

dedication to achieve these results.” 

The chain opened 128 new stores over 

the past year, passing the 900-store mark 

across 46 markets. The company opened 

13 new stores in Australia, bringing its total 

count to 178. 

For comparison, Lovisa has 207 stores in the 

US and 270 in Europe. 

14 | October 2024

News 

JAA reports profit despite retail membership decline 

The Jewellers Association of Australia 

recorded a profit of $63,000 for the year 

ending 31 December 2023. 

It reports annually to the Australian Charities 

and Not-for-profits Commission (ACNC), the 

national regulator of charities. The latest 

financial report is roughly in line with the 

previous year’s accounts, which showed the 

Jewellers Association of Australia (JAA) 

produced a profit of $106,000. 

However, it should be noted that the 2022 

financial report was for an 18-month period, as 

the industry association changed its reporting 

period from the traditional July to June financial 

year to a calendar year schedule. 

This was an understandable change, given 

that an annual membership covers January 

through December. The total revenue for 

the 2023 calendar year was $243,275, with 

membership income ($197,698) accounting for 

80 per cent of all revenue. By comparison, the 

JAA’s revenue for FY21 and FY20 was $258,350 

and $269,016 respectively. 

Under the current board, the JAA has stopped 

including membership details in its financial 

reports to the national regulator. Jeweller 

contacted the JAA about its membership figures; 

however, as the board has done previously, the 

information was not provided. 

What do we know? 

According to the ‘Find a JAA Jeweller’ search 

function on the association’s website, 311 retail 

members are currently listed, a slight decline 

from the previous year. 

It should be noted that the 'Find a JAA 

Jeweller' directory displays 369 individual 

records; however, this is confusing for a 

number of reasons. 

Many records are not jewellers (retail stores). 

The website directory includes industry 

suppliers, as well as service providers, such 

as freight companies. For example, the 

Gemmological Association of Australia (GAA) 

is listed as a ‘JAA Jeweller’. 

Furthermore, the directory individually lists every 

store (location) operated by a member. Explained 

another way, prior to quitting the association in 

February, Bevilles once accounted for around 30 

store listings on the JAA website; however, the 

retailer was counted as an individual member. 

With that in mind, a calculation of retail JAA 

members must be done by removing nonretailers 

and accounting for members with 

multiple stores listed in the directory. 

This same methodology was applied during 

the 2024 State of the Industry Report, which 

determined 316 retail members, slightly more 

than the apparent 311 calculated this year. 

By contrast, Nationwide Jewellers currently has 

362 members (292 in Australia and 70 in New 

Zealand). Around a decade ago, the JAA’s total 

membership was 791. 

Readers may also recall a report earlier this year 

highlighting that the JAA’s website claimed “a 

current membership of around 650 outlets” – a 

statement that could not be substantiated. 

The report explained the misuse of the word 

'outlets' and the JAA's claim was subsequently 

deleted from its website. When calculating the 

JAA's retail members, there’s an additional 

‘spanner in the works’ – stores that don’t exist. 

The same news report in February raised the 

issue of the JAA listing stores that had closed. 

For example, more than six months after the 

error was identified the ‘Find a JAA Jeweller’ 

directory continues to list 20 Salera's stores (in 

the 369 figure), even though the retailer’s website 

lists only 17 stores. 

This is confusing for consumers who may wish 

to use the website to locate a ‘JAA Jeweller’, and 

this incorrect information generally misleads the 

broader industry. 

It is also interesting to note that membership 

among businesses listed as ‘By Appointment 

Only’ (20) continues to increase. While the 

company is a member, Jeweller has previously 

detailed why these business types cannot be 

described as traditional retail stores. 

The same could be said for members listed 

‘Online Only’ (4). As previously noted, the JAA 

would resolve any confusion over membership 

figures by making this information publicly 

available, as it has done under previous boards. 

Among the other interesting information gleaned 

from the ACNC report is that the JAA employs 

two staff on a part-time basis. The 2023 Profit & 

Loss (P&L) records $90,000 in wages, or 37 per 

cent of total revenue. 

This is a sharp contrast to 2016, when annual 

staffing costs amounted to $300,000 across 

three full-time employees; 55 per cent of total 

revenue ($543,00). The P&L also records income 

of $17,000 from Jewelcover and $12,000 in 

'sponsorship income'. 

It also shows $6,850 in 'entrant fees' and 

$2,800 in 'ticket sales' which are most likely 

derived from the biennial JAA Australasian 

Jewellery Awards. The expenses associated 

with the awards night appear to be around 

$13,000, while the JAA booked expenses close 

to $8,000 for ‘exhibitions’ and ‘functions’ for 

the year. 

As a point of comparison, the JAA’s sponsorship 

income in 2016 was $222,000, almost equal 

to its total revenue for 2023 ($243,000) while 

its membership income in 2016 was $321,000 

compared to $197,000 last year. 

Australian supplier 

supports worthy cause 

Australian fancy colour diamond jewellery 

supplier Nina’s Jewellery has announced a 

new partnership with White Ribbon Australia. 

Formed in 1991, the White Ribbon Campaign 

raises awareness around violence against 

women and children globally. 

Nina’s Jewellery is based in Western 

Australia and specialises in fancy colour 

diamond jewellery. The company will donate 

diamond jewellery to help White Ribbon 

Australia raise funds. 

General manager of marketing and sales 

Krysta Ryan said that in addition to this 

donation, all staff, stores, websites, and 

advertising will feature White Ribbon 

Australia messaging from November. 

“It benefits us all to be aware of an issue 

that impacts not just ourselves, but our 

customers, our staff, our partners, our 

sisters and daughters, every day,” she 

told Jeweller. 

“Working with White Ribbon Australia 

allows us to lend our platforms and voice to 

this mission, train our team in being allies 

to the cause, and better support any who 

may be experiencing these problems in our 

own way.” 

Earlier this month, the Australian 

Government announced a $4.7 billion plan 

over the next five years to address what it 

described as a ‘national crisis’ of family and 

gender-based violence. General manager of 

product and finance Shivangi Modi said that 

with gender-based violence impacting one in 

three women, the first step to addressing the 

issue was to acknowledge it. 

“It is an intention we feel aligns with so many 

in the industry - an industry whose main 

consumer is female,” she said. 

“So much passion and joy comes from what 

we do, and with that comes tremendous 

positivity - positivity that can be used to 

further this vital conversation.” 

Nina’s Jewellery will also be hosting a 

webinar providing information about dealing 

with abuse in the workplace. Anyone 

interested is invited to attend. 


News 

Signet waiting for engagement spike 

The world’s largest diamond jewellery retailer, Signet Jewelers, has 

recorded a second-quarter revenue decline. 

Revenue decreased by 7.6 per cent on a year-on-year comparison, 

reaching $USD1.49 billion ($AUD2.21 billion) for the three months 

ending 3 August. First-half sales declined by 8.5 per cent on a yearon-year 

comparison. 

In recent years, Signet has repeatedly forecast a significant increase in 

engagements in the US based on extensive consumer data analysis. 

In an interview with CNBC, CEO Virginia C Drosos described 

consumers as particularly selective. 

“We thought that engagements might come back a little faster, but 

there is a cautious consumer,” she said. 

“So, what we’re seeing is that there are more couples that at any time 

in the last several years who are ready to get engaged, but they may 

be just taking a little bit longer as they’re shopping.” 

The statement from Signet suggested that engagements had 

been rising slower than expected and that macroeconomic factors 

negatively impacted consumer spending. 

Pandora denies any changes to 

engagement jewellery strategy 

The world’s largest mass-market jewellery brand, Pandora, has 

rebuffed any suggestion that it plans to enter the engagement 

jewellery market. 

Australia’s Longest 

Operating Watch Brand 

ClassiqueWatches.com 

Become a stockist today 02 9290 2199 

As reported by JCK Online, Pandora has begun offering an 

assortment of engagement rings online featuring lab-created 

diamonds and cubic zirconias. 

An ‘engagement ring’ page is reachable via search engines; however, 

it does not appear to be linked on the website’s home page. Editor Rob 

Bates contacted Pandora to clarify the matter. 

“We have not changed our strategy. We are not targeting the bridal 

market specifically, but we know that some of our clients buy our 

jewellery for this purpose,” spokesperson Johan Melchior said. 

“They also search online or in-store for related terms and products, so 

occasionally, we use such language to help guide them.” 

In June, Pandora released its new lab-created diamond jewellery 

collections in mainland Europe for the first time. 

The company recently reported a 15 per cent increase in revenue in 

the second quarter, partly attributed to the popularity of lab-created 

diamond collections.


News 

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Finish in sight for LVMH and F1 sponsorship deal 

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Louis Vuitton Moët Hennessy (LVMH) is 

reportedly close to securing a sponsorship deal 

to become Formula 1's official timekeeper. 

According to reporting by Bloomberg, the 

two organisations are in ‘late-stage talks’ to 

finalise a deal that will see the French luxury 

conglomerate’s brands promoted on significant 

tracks around the world. 

The potential agreement has been estimated to 

be valued at around $USD150 million ($AUD223 

million) per year. 

“The talks are ongoing, and a final agreement 

has not been reached, said the people, who 

spoke on condition of anonymity because the 

discussions are private,” the report states. 

“The French conglomerate’s numerous luxury 

brands are giving it an advantage in negotiating 

a potential multi-brand agreement with F1 

over Rolex, which only produces watches, the 

people said.” 

It continued: “If agreed, a deal with LVMH could 

be announced before the end of the year and the 

F1 season.” 

Should LVMH secure the contract, it would 

end an 11-year agreement between Rolex and 

Formula 1. According to Forbes, Rolex pays an 

estimated $USD50 million ($AUD74 million) 

annually as the official timekeeper. 

LVMH was a major sponsor of the 2024 Olympic 

Games in Paris earlier this year. 

New approach: MoonSwatch models now online 

EST. 1981 

Keep your watch 

repair business 

alive and ticking 

As a family owned and operated 

business, we value your support. 

orders@thebatteryman.com.au 

More than two years after its dramatic launch, 

the Omega x Swatch MoonSwatch is now 

available for purchase online. 

In early 2022, shopping centres worldwide 

were packed with thousands of consumers as 

the unique collaboration between Omega and 

Swatch Group was released. 

In an interview in July of that year, Swatch 

CEO Nick Hayek said the products would 

not be available online because they were 

carefully Swiss-made products and not 

commodities. He added that there was ‘no 

emotion’ in online shopping. 

Now, four models - Mission on Earth, Mission 

to the Moon, Mission to the Sun, and Mission to 

Mars – are available online for consumers in the 

US and China. 

“It's about time, honestly. But, given the roaring 

success of the initial launch in 2022, it does 

make sense why Swatch would have extended 

its run of in-person sales and the conveyor belt 

of limited variants,” writes Jonathan McWhorter 

of Hodinkee. 

“At first, I was disappointed when the initial 

promise of online availability turned out not to 

be a reality. Overwhelming hype and ‘inability 

to meet’ production kept the once-promised 

MoonSwatch for the people just out of reach.” 

He continues: “When you tap into this kind of 

demand, and let's face it, hype, as a business 

it's in your best interest to ride that wave until 

you hit the shore. That being said, there's 

certainly a risk of wearing out your potential 

consumers with a hard-to-get piece that was 

never meant to be so.” 

In June of this year, three new additions to the 

MoonSwatch collection were released.

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Hong Kong 

Jewellery Fair 2024 

Critical lessons learned 

from voyage to Hong Kong 

The Jewellery and Gem World Hong Kong trade 

show has come and gone for another year, 

leaving visitors with abundant insight into evolving 

international trade. 

The September event began at the AsiaWorld- 

Expo (AWE) on 16 September and concluded at the 

Hong Kong Convention and Exhibition Centre on 22 

September. 

While official attendance figures aren’t available 

from Informa Markets at the time of publication, 

foot traffic was visibly reduced, and reports from 

exhibitors reflected this. 

The explanation for the reduction in attendance 

is multifaceted. The general state of the global 

economy contrasts with the impact of a real estate 

crisis in China, evolving customs regulations, and a 

typhoon in Shanghai. 

That said, it was an event that offered valuable 

insight into evolving trends within the broader 

jewellery industry. 

Pearls in the spotlight 

Organiser Informa Markets launched the ORIENT 

Odyssey on 18 September. This fascinating tour 

through the intricate world of pearls takes visitors 

from ‘shell to market’. 

The exhibition showcased oysters' production of 

pearls, offered insights into the world’s various pearl 

grading systems, and highlighted the evolving 

science of pearl cultivation. 

Live demonstrations of pearls extracted from oysters 

captivated onlookers, while jewellery designers 

hosted sessions discussing jewellery styling. 

Additionally, artist Victor Tuzlukov performed 

pearl faceting techniques. 

One of the major supporters of the exhibition was 

Australia’s Paspaley Pearls Group. Otherwise 

swamped with curious visitors, executive director 

Michael Bracher found a few spare minutes to 

explain the occasion's significance. 

“We were delighted to offer an Australian 

perspective on pearls and pearl jewellery. It was 

an excellent opportunity to display the incredible 

natural beauty that Australia is capable of 

producing,” he told Jeweller. 

“In terms of our stand specifically, we wanted a place 

where people could come to learn more about the 

value proposition of the industry in Australia and the 

rich growing history of our business.” 

Located in the fine jewellery pavilion, Autore Pearls 

was also a supporter of the exhibition. General 

manager of jewellery sales and operations Justin 

Schwarz offered an up-close look at some of the 

company’s finest creations, including the awardwinning 

Enchantress. 

“We’ve been very busy. Autore is renowned for offering 

the finest quality pearls, and we have seen that 

reflected in the interactions and feedback we’ve had 

with buyers,” he said. 

“One of the most valuable aspects of shows 

such as this is educating visitors on the value of 

Australian pearls.” 

He added: “It’s a great chance to build rapport and 

highlight how special these natural wonders are. This 

isn’t just limited to buyers from overseas, too; we find 

that Aussies still have plenty to learn.” 

Opal opulence 

At the AsiaWorld-Expo, opal jewellery from Australian 

exhibitors once again captivated onlookers. The 

increasing passion for opal jewellery abroad has been 

well-documented in recent years. 

At the Black Opal Direct stand, CEO Ruth Benjamin- 

Thomas said that it was a valuable learning experience 

for exhibitors and visitors. 

“The interest is still extremely high; however, I think 

people are more hesitant to purchase for a few 

different reasons. You can see that people are ‘hanging 

back’ a little to see how things play out, most likely 

attempting to judge pricing,” she explained. 

“There’s a bit of shock around the prices; I think 

quite a few buyers have been surprised at what 

they’ve discovered.” 

In terms of supply, the opal industry has faced many 

issues in recent years, including an ageing workforce 

and issues with government regulations. 

It’s also always worth noting that, generally speaking, 

opal is extremely difficult to find! 

“There’s an increasing amount of transparency and 

information around the market, which I think is 

impacting prices,” she continued. 

“Speaking quite simply, good material is harder and 

harder to get, and there’s a great deal of competition 

for opal.” 

Feeling fancy? 

Whether because of their extreme rarity, eye-popping 

prices, or captivating natural beauty, fancy colour 

diamonds are always sure to capture attention. 

Mumbai-based Venus Jewel showcased a flawless 

16.92-carat vivid yellow diamond, which has been 

named Yellow Lava. 

In the fine jewellery pavilion, LJ West showcased a 

range of jewellery designed to highlight the natural 

beauty of these stones. 

“The first day was much busier than we anticipated. 

It goes without saying that our type of product isn’t 

the kind of thing you make an ‘instant’ purchase on; 

it requires deliberation. For us, this is about building 

connections and contacts,” William Gant said. 

“We’ve seen some serious foot traffic through our 

section specifically. People are eager to look at 

beautiful jewellery, which you’ll find here.” 

Gant agreed with other exhibitors about the notable 

decline in visitors from China; however, they said the 

diversity of global visitors was pleasing. 

“We’ve seen a very international crowd, including a few 

Australians, which I think is pleasing. We’ve spoken to 

buyers from the US, Europe, the Middle East, and Asia, 

which is terrific.” 

Emerging technology 

Many visitors to Hong Kong are eager to see the latest 

technological innovations, which, if successful, may 

revolutionise their businesses in the years to come. 

Proud to showcase his stand was founder Harshil 

Shah of Diamonds On Call, which has some 

significant plans for the year ahead, including 

introducing jewellery to its online platform. 

During a busy day on the show floor, Shah had 

an important message for the broader industry. 

“The jewellery industry is moving in a positive 

direction despite the negative sentiment around 

diamonds specifically,” he explained. 

“Times are changing, and consumers are making 

choices that reflect the evolution of the market; 

however, I strongly feel that there’s nothing to 

worry about regarding the industry's future.” 

• Up next for Informa Markets is Jewellery 

and Gem Asia Hong Kong, returning to the 

Hong Kong Convention and Exhibition Centre 

on 19-22 June 2025. 


10 Years Ago 

Time Machine: October 2014 

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

Historic Headlines 

Viking jewellery bounty found on church grounds 

Diamonds and technology: a girl’s best friend? 

Lovisa jewellery chain to go public 

Russian diamonds make Aussie comeback 

‘Landmark’ ruling blocks fake jewellery websites 

Citizen goes global with new 

watch campaign 

Citizen Watch has implemented its first 

global advertising campaign in order to 

communicate a single, consistent brand 

message to consumers. 

The Chasing Horizons worldwide campaign 

features the Japanese watch brand’s Eco- 

Drive Satellite Wave F100 timepiece, which was 

launched at BaselWorld in March. 

The campaign highlighted the watch’s ability 

to automatically adjust to the wearer’s current 

time zone by following a photographer and an 

ex-NATO pilot as they travelled across multiple 

time zones, “chasing” the sunset for as long as 

humanly possible. 

World diamond conference aims 

to reignite consumer demand 

The global diamond industry will unite at an 

international conference later this year to 

discuss the future of diamonds and diamond 

jewellery in the global luxury consumer 

market. 

The World Diamond Conference will be held in 

Delhi, India, from 11 to 12 December 2014. 

The event is being organised by Hong 

Kong’s World Diamond Mark Foundation 

(WDMF) in cooperation with India’s Gem and 

Jewellery Export Promotion Council (GJEPC) 

with support from the Indian Ministry of 

Commerce and Industry. 

WDMF chairman and Moscow Diamond 

Bourse president Alex Popov stated that 

consumer demand for the sector required 

a “tremendous boost” and that global 

marketing in particular was “a significant area 

that needs detailed deliberation”. 

Editor’s Desk 

The real Apple Watch 'game' 

"For the techno “watch companies” it’s all about 

a new market; accessing the wallets of the 

connected consumer; it has nothing to do with 

knowing the time of day, these new wrist media 

devices are all about “picking your pockets”! 

However, after all of that, men and women will 

continue to buy traditional watches as items of 

jewellery and adornment and, as they always 

have, a way to display their status. 

The Swiss, and others, have that market well 

and truly wrapped-up and, as much as they 

try, even the mighty Apple and Google can't 

demolish that business model!" 

Soapbox 

October 2014 

ON THE COVER EMOZIONI 

Outsmarting the smartphone 

"Visit the online forums and blogs to read 

comments from other jewellers across 

the world before investing in software and 

3D printers. Such comments provide an 

uncensored view of the available brands as 

well as whether there is a good or bad aftersales 

support, which is important. 

Feeling overwhelmed? New technology can be 

scary but I’m positive anyone can master the 

techniques in no time. Our industry isn’t what 

it used to be and we need to investigate new 

ways to survive." 

Jean-Thereze Steenkamp, 

Jeanco Jewellers 

STILL RELEVANT 10 YEARS ON 

While rental reviews can be a sore 

point for jewellers, experts say a little 

knowledge about leasing laws can go 

a long way to knowing your rights and 

reducing your costs. 

India denies reports of diamond 

discounting 

India’s peak jewellery industry body has 

strenuously denied reports of heavy 

discounting by Indian diamond suppliers 

caused by a “liquidity crunch”. 

According to multiple media reports, diamond 

traders and wholesalers in India – the largest 

supplier of diamonds to the Australian and New 

Zealand markets – have been offering discounts 

from 3 per cent up to 20 per cent in order to 

move inventory and reduce debt. 

It has been reported that the Indian diamond 

industry had already been facing a financial 

crisis, which had been further compounded by 

the winding down of operations at the Antwerp 

Diamond Bank (ADB) as well as the impending 

loan recall from the Standard Chartered Bank 

as it moves to minimise its exposure to the 

diamond industry. 

Terrifying, armed attack on 

jewellery store 

READ ALL HEADLINES IN FULL ON 

JEWELLERMAGAZINE.COM 

A brazen armed robbery involving the theft of 

at least one quarter of a million dollars in gold 

jewellery has left the owners of a family-run 

business shaken. 

Victoria Police confirmed that on Friday 3 

October at around 1:30pm, three masked men 

were involved in an armed robbery at a jewellery 

store in Brunswick, Victoria. 

Multiple media reports have identified the store 

as Medina Jewellery, stating that the thieves 

were armed with a gun, a knife, a taser and an 

axe and threatened to kill the store employees 

and two customers who had been in the store at 

the time. 

CCTV footage showed one man holding the 

store owner at gunpoint while the other two 

men smashed through glass cabinets, stuffing 

both jewellery and cash into bags before 

making their escape. 


(03) 9663 2321 

INFO@ATHAN.COM.AU 

WWW.ATHAN.COM.AU 

602/220 COLLINS ST, MELBOURNE VIC 3000

REVIEW 

Gems 

Gemmologists who changed the game: 

Thomas Hodge-Smith 

Thomas Hodge-Smith was a pioneering 

figure in the fields of mineralogy, 

gemmology and the earth sciences 

in Australia. 

Born in 1894 in England, his family 

immigrated to Australia when he was two 

years old. His father, Reverend Michael Smith, 

was stationed at various locations across the 

country, before settling at Double Bay. 

Hodge-Smith completed his education at 

Scot's College, the Sydney Technical High 

School, the Sydney Technical College and the 

University of Sydney. 

After school, he passed an exam to work 

in the Public Service and was offered a 

cadetship in the Geological Survey of New 

South Wales. In 1913, he became the assistant 

to G. W. Card, Curator of the Mining Museum. 

Records from The Australian Museum 

Scientific Publications recognise the influence 

of G.W. Card and Hodge-Smith’s sister on his 

early career. 

"It is interesting to note the influence of his 

sister, Mrs. C. D. Cotton, in his selection 

of mineralogy as his life's work. She 

was a research crystallographer before 

her marriage, and they were very close 

companions not only then but in later life 

also," the records read. 

World War One interrupted the life of Hodge- 

Smith and he enlisted in the Royal Australian 

Navy. He saw active service in New Guinea 

where he suffered from blackwater fever and 

was invalided back to Sydney. 

Once recovered, he returned to the Navy, 

rising to the rank of sub-lieutenant before 

enlisting in the Australian Imperial Force 

(AIF). In 1917, he served in France as a sapper 

under the 4th Field Company Australian 

Engineers. In 1918, he was discharged from 

service after suffering a broken leg due to a 

shell explosion. 

After his military career, Hodge-Smith 

resumed at the Mining Museum before leaving 

in 1919 to work for the Australian Museum, 

being promoted in 1921 to Mineralogist. 

Thomas Hodge Smith: 1894 - 1945. Hodge Smith was a 

pioneering figure in the fields of mineralogy, gemmology 

and the earth sciences. 

During his early years at the museum, he 

carried out extensive fieldwork, particularly 

with the occurrence of zeolite minerals 

in New South Wales and mica in Central 

Australia. 

He went on to discover a new mineral at 

Broken Hill, which he named Sturtite after 

Australian explorer, Charles Sturt. He is 

documented as having a 'chief love' for crystal 

measurement and drawing, reflecting the 

enthusiasm for crystallography he shared with 

his sister. He had a passion for meteorites, a 

topic he would research until his death. 

Hodge-Smith had an interest in the 

study of gemmology and was, in part, 

responsible for the first gemmology 

courses available in Australia. He was 

the tutor for the gemmology course 

offered by the Federated Retail Jewellers 

Association (FRJA). 

His contributions to gemmology in Australia 

are reflected in records from 1946 from 

The Australian Museum: "He was also very 

interested in gemmology and was unremitting 

in his efforts to instil into all concerned with 

the jewellery trade a strong regard for the 

scientific aspects of their calling.” 

“The Gemmological Association of Australia, 

established within recent months, owes its 

origin, in part, to his pioneering work." 

In addition to official duties, Hodge-Smith 

took on numerous roles across the scientific 

community. 

He was a Fellow of the Australian and New 

Zealand Association for the Advancement of 

Science and a Member of the Royal Society 

of New South Wales, the Museums and Art 

Galleries Association of Australia and New 

Zealand, and the Australian Association of 

Scientific Workers. 

Between 1935 to 1941, he took on the role of 

editor for the Australian National Research 

Council's publication Australian Science 

Abstracts. From 1925 until the time of his 

death, he was a teacher of mineralogy at the 

Sydney Technical College. 

Thomas Hodge-Smith died in 1945, at the age 

of 51, survived by his wife and two daughters. 

His death notice in the Queanbeyan Age 

described him as 'a world-renowned 

authority on meteorites and known very 

widely among Australian geologists, as a 

petrologist and mineralogist'. 

Records from The Australian Museum reflect 

that Hodge-Smith would be remembered as 

a morphological crystallographer and as an 

authority on Australian meteorites. 

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 


GET READY 

Ring in the Profits 

FROM ORDINARY TO EXTRAORDINARY 

T he holiday period is the most critical 

time of year for Australia’s jewellery 

retailers, and your business must be 

prepared for what lies ahead. 

Research has suggested that as much as 25 per 

cent of annual sales can be completed during 

the holiday period. Consequently, how this period 

is managed can significantly impact profit. 

It’s a simple situation: A successful December 

can elevate a retailer’s year from ordinary to 

memorable, while a poor showing can lead 

to disaster. 

In recent years, the retail landscape in Australia 

has changed significantly with the adoption of 

Black Friday sales. Traditionally a US event, 

local consumers have embraced the occasion, 

and it’s changed how jewellery retailers approach 

the year's final months. 

Put simply, Black Friday is an opportunity for 

jewellery retailers to move ‘dead’ or slow-moving 

stock to secure cash flow ahead of 

the holiday period. 

Stock assortment is critical as holiday ‘classics’ 

must be balanced with trending products. Retail 

Edge Consultants president David Brown says 

managing your ‘best sellers’ at this time of year 

is critical. 

“Understanding your top-performing products is 

critical. Analyse sales data from previous seasons 

to predict this year’s winners,” he explains. 

“Is there a particular item that always flies off 

the shelves? Ensure you have plenty in stock 

and consider bundling them with 

complementary products.” 

He continues: “Moreover, keep an eye on emerging 

trends. From sustainable gifts to experiential 

presents, staying ahead ensures you meet evolving 

customer preferences.” 

There are many methods jewellery retailers can use 

to monitor trends. Reading industry publications 

such as Jeweller is a strong start, and social media 

can also provide valuable insights. 

For those business owners who are ‘hands-on’ 

and actively involved in the business, collecting and 

analysing customer feedback can offer valuable 

insights into why certain items are trendy. 

It is recommended that you use this information 

to refine your product offerings and enhance your 

MIX CLASSIC & TRENDY STOCK 

Focus on stocking top-performing products 

by analysing past sales data. Balance classic 

holiday items with trendy and emerging 

products to meet customer preferences 

and maximise sales opportunities. 

LEVERAGE BLACK FRIDAY SALES 

Use Black Friday as an opportunity to clear 

slow-moving stock and boost cash flow. 

KISSED, SIGNED & DELIVERED 

Offer personalised product 

recommendations and loyalty programs 

to attract savvy shoppers seeking value. 

STAFF EXCELLENCE 

Train staff comprehensively on product 

knowledge and customer service skills. 

Encourage them to exercise discretion 

in customer interactions to foster loyalty 

and deliver exceptional service. 

marketing strategy; however, remember that these 

are anecdotal reports! 

While a customer may have a strong argument 

in favour of or against a specific jewellery product, 

these feelings may not resonate with other 

customers. That said, the more voices contributing 

to the discussion, the better. 

As Brown highlighted, regularly reviewing sales data 

can shape your understanding of which items are 

performing well. This can help you make informed 

decisions about which products to promote, discount, 

or phase out. 

Adjusting your stock based on seasonal trends and 

occasions can be effective. For example, certain 

jewellery pieces may sell better during holiday 

seasons or special events. As mentioned, Black 

Friday is an opportunity to 'say goodbye' to products 

that your staff has struggled to sell. 

In the lead-up to last year’s Black Friday event, 

Salesforce ANZ area president Jane Brown said 

retailers should seize the opportunity. 

“Aussies are getting savvy with their spending and 

hunting for the best value deals this Christmas,” 

she explained. 

“Now is the time for retailers to stand out from the 

pack with personalised product recommendations 

and loyalty programs which deliver real value for 

customers in new ways.” 

She added: “Embracing predictive and generative 

AI to offer sophisticated recommendations will help 

retailers be more productive and efficient, while 

delivering the personalised experience customers 

demand.” 

While focusing on best-sellers is essential, 

it’s also wise to diversify your product range 

where appropriate. 

Introducing new designs and collections to keep 

your store fresh and attractive can introduce a 

broader audience to your business. 

“Getting your stock assortment right is a delicate 

dance. Yes, holiday classics like festive decorations 

and timeless gifts are must-haves,” Brown explains. 

“However, don’t underestimate the power of trending 

items. Not everything will be a repeat seller. Review 

your sales from last year for the proven performers 

that always sell well.” 

He continues: “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.” 

To prepare for what’s ahead, retailers must invest 

in staff training to ensure quality customer service. 

This might involve refreshing product knowledge 

or simply ‘brushing up’ on what’s expected when 

dealing with customers. 

Business consultant Shep Hyken encourages retailers 

to educate staff on the value of ‘breaking 

the rules’ to secure consumer loyalty. 

“While it’s essential for employees to be trained on 

what they shouldn’t do, it may be more important 

to train them on what they can do,” he explains. 

“By that, I mean how far employees are allowed to 

go before they have to say ‘no’. I call this the line in the 

sand concept.” 

He concludes: “You should teach the employees of 

your jewellery store how close they can get to this line 

before they’ve gone too far, because it’s this level of 

effort creates customer loyalty.” 

Early planning is always essential to meeting targets. 

By ensuring the business is prepared for the holiday 

period, retailers can capture an opportunity for growth 

and success. 

» TURN PAGE FOR BUYING GUIDE 




CHRISTMAS BUYING GUIDE 

Shine Bright, Stock Smart 

ADTC 

adtc.com.au 

ADELA IMPORTS 

adelaimports.com.au 

ADTC presents a variety of 

stunning wedding bands featuring 

round brilliant and fancy-cut 

diamonds. The selection provides 

retailers with exquisite options 

and hassle-free service. With 

unmatched beauty and quality, 

ADTC offers retailers exceptional 

pieces to meet customer demands. 

Italian chains and bracelets featuring bold 

statement pieces. Some of the new designs available 

feature heavier curb chains up to 500 gauge, large 

twisted rope styles, large belchers including carved 

patterned links, and antique Curb styles. 

ANIA HAIE 

DURAFLEX GROUP AUSTRALIA 

dgau.com.au/ania-haie 

Opt for sparkle and edge with 

unique stud hoops from Ania 

Haie. These striking earrings 

are statement enough to be 

worn solo or stacked with studs, 

hoops, or huggies. 

Discover the ultimate Christmas stock with Jeweller's 

Annual Buying Guide. Curated for savvy retailers, it 

features dazzling trends and evergreen classics. Elevate 

your inventory, captivate holiday shoppers, and unwrap 

higher profits this season. Shine bright and stock smart! 

BECKS 

becksgroup.au 

ATHAN 

athan.com.au 

Make a refined statement with this Italian-made 

Rope Chain in nine-carat gold, available as both 

a necklace and bracelet from Athan. Its elegant 

twist pattern offers a perfect balance of boldness 

and sophistication. Ideal for any occasion, this 

classic piece is designed for those who appreciate 

timeless style and exceptional craftsmanship. 

Blooming Beauty: Embrace the 

enchanting allure of nature’s 

beauty with our range of floralinspired 

rings that capture the 

grace and romance of blooming 

flowers. Our floral range offers the 

perfect way to express your love, 

appreciation or gratitude and is 

a great gift for Christmas for that 

special someone. 

Modern Metals, Bold Creations: 

Combining contemporary style with 

exceptional durability, our range of 

Tantalum, Zirconium, Mokume Gane, 

Damascus and Titanium rings are 

perfect for everyday wear or as distinctive 

dress rings. Spoil your loved one with a 

new ring at this special time of year. 


2024 | SHINE BRIGHT, STOCK SMART 

BLUSH PINK 

SAMS GROUP 

pinkkimberley.com.au 

The Blush Pink Eloise Ring and Earrings are stunning additions 

to the Blush Pink collection by Pink Kimberley. Featuring 

natural Argyle pink diamonds set in 18-carat white and rose 

gold, these pieces are designed for everyday elegance. These 

pieces offer an elegant entry into the world of pink diamonds. 

BOSS 

MGDL 

mgdldistribution.com.au 

Embark on a journey through time 

with the Skytraveller - a creation 

that melds modern sophistication 

with the spirit of classic aviation. 

BOSS pilot watches stand as a 

testament to precision engineering 

and enduring style. This sporty and 

sophisticated chronograph with date 

function is detailed with gold steel 

and an elevated green colourway. 

CALVIN KLEIN 

MGDL 

mgdldistribution.com.au 

SapphireDreams.com.au 

Accent any look with the new 

CK Pulse watch by Calvin Klein. 

A polished geometric-inspired 

case and minimalistic sunray dial 

lend a contemporary edge to a 

distinctive silhouette. Presented in 

a black and silver-tone colourway 

on a bold stainless-steel mesh 

bracelet to add sleek texture to 

your everyday look. Available now, 

the CK Pulse is a must-have to 

add to your daily rotation. 


Earth+Ocean 

PEARL & OPAL JEWELLERY STYLED BY NATURE 

Ph +612 9266 0636 | enquiries@ikecho.com.au | wholesale.ikecho.com.au


CLASSIQUE 

SAMS GROUP 

classiquewatches.com 

The Oakley & Blakely 

timepieces from Classique 

feature diamond-set bezels, 

adding a touch of luxury to their 

classic design. Fitted with Swiss 

quartz movement, they offer 

precision and reliability. The 

watches boast a choice of twotone, 

gold plated or rhodium 

plated bracelets, further 

enhancing their sophistication. 

COOLAMON MINING 

coolamonsapphires.com 

Showcase the colours of Australian 

sapphire with Coolamon Mining's 

colour-run sets, available in both 

square princess and round brilliant 

cuts. Purchase with confidence 

direct from mines on the Central 

Queensland Sapphire Gemfields. 

Enhance your collection 

of fine-cut quality natural 

Australian sapphires 

with one of these unique 

pieces. Coolamon Mining 

produces an array of 

colours, shapes and 

sizes, all with guaranteed 

origin and authenticity. 

DANIEL WELLINGTON 


dgau.com.au/daniel-wellington 

A new range of natural 

coloured diamond jewellery, 

from Australia’s coloured 

diamond specialists. 

Stay in tune with the moon’s cycles 

with the Petite Lune Evergold from 

Daniel Wellington, featuring a 

unique moon-phase sub-dial. With 

an interchangeable mesh strap, it 

can match your style during the day 

or at night — under the sun or stars. 

With a head-turning look of its 

own, the Classic Piano Link Gold 

Unitone from Daniel Wellington 

is an extension of the bestselling 

Classic collection. The 

combination of brushed metal 

and sleek, geometric lines gives 

a more exclusive aesthetic for a 

true statement piece. 

ninasjewellerywholesale.com.au 


Long live unity. 

Introducing Legato by BECKS. 

Celebrate your unity with our exquisite Legato by BECKS collection. 

Craftsmanship meets elegance with each ring showcasing a contrasting 

metal inlay tied together with the main band and a personalised message 

of love. Proudly crafted in our South Australian studio to the highest 

quality standards to last a lifetime. Long live love. 

Proudly Australian owned and operated. 

becksgroup.au 

Toll Free. 1800 888 585 

Email. info@becksgroup.au 

Long live love — Since 1976 



DELTA DIAMOND 

LABORATORY 

deltadiamondlab.com 

Delta Diamond Laboratory 

brings decades of diamond 

scientific research experience 

to offer services in analysing 

and determining the origin of 

diamonds. The lab specialises 

in certifying Argyle origin for 

pink and violet diamonds. It 

can also identify synthetic and 

lab-created diamonds. 

ELLENDALE DIAMONDS 

ellendalediamonds.com.au 

An elegant fusion of 18-carat white 

and rose gold, this stunning ring 

showcases three brilliant Australian 

white diamonds and 13 rare 7PR pink 

diamonds from the Argyle Mine — a 

timeless piece that is beautiful and 

distinctive from Ellendale Diamonds. 

DPI JEWELLERY 

jewellerydpi.com 

DPI Jewellery proudly presents 

its newest designs: two stand-out 

pieces from the Silver Essentials 

range of sterling silver and goldplated 

jewellery. This beautifully 

hand-crafted bracelet with 

freshwater pearls blends modern 

elegance and classic charm, and 

the new statement hoop earrings 

have - a bold, lightweight c-shape 

design perfect for any occasion. 

Crafted in 18-carat white and 

rose, this exquisite ring from 

Ellendale Diamonds features 

a dazzling 0.204-carat D/G 

SI1 Australian white diamond, 

beautifully complemented by 13 

rare 7PR pink diamonds from 

the Argyle Mine — an elegant 

blend of luxury and rarity. 

GOLDCREST 

goldcrest.com.au 

Goldcrest Wholesalers has been 

operating since 1985, specialising 

in handmade production of 

nine-carat yellow and rose gold 

jewellery. Specialists in solid 

fob chains, bangles, gates and 

padlock bracelets, women's neck 

chains and bracelets, findings, 

earrings and lockets. 

DSM PACIFIC 

dsmpacific.com.au 

Full range of lab-created 

diamond stud earrings, tennis 

bracelets and necklaces, 

earrings available. 


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. 


free 

DISPLAY SUITE 

Lyre 

3100622 in 18k two-tone gold 

Destiny 


Imperialis 


{ Inc. a branded 

backing board!} 

when ordering 

12 or more 

Rosé pieces. 

Tiana 


free 

COLLATERAL PACK 

{ inc. campaign & social media 

imagery and counter cards} 

with any Rosé order! 

Kendal 


Ombre 


Cliona 


Flight 

2800597 in 18k YG 

Jamila 


Baroque 


Persephone 


Polaris 


Visit the website to view the full range, create your account and place your order now. 


SHINE BRIGHT, STOCK SMART | 2024 

IKECHO 

ikecho.com.au 

The Maxine Earrings from 

Ikecho offer a blend of 

sophistication and grace. 

Featuring yellow gold 

studs, these earrings 

showcase a pristine 

white freshwater button 

pearl at the top, elegantly 

perched on the earlobe. 

Below, a striking white 

baroque pearl suspends 

gracefully, adding a touch 

of fluidity and allure. 

A USTRALIAN PINK DIAMONDS FROM THE ARGYLE MINE 

Introducing Ikecho's Land & Sea Pendant 

range, an exquisite collection of 9-carat gold 

enhancers featuring lustrous South Sea 

free-form Mabe pearls and captivating solid 

Opals. Handcrafted with meticulous attention 

to detail, each unique concept showcases 

the opal at the centre, encased within the 

surrounding South Sea Mabe pearl. 

LABANDA 

labanda.com.au 

Labanda introduces Town Talk Silver and Gold Polishing Cloths, a 

trusted UK brand known for exceptional jewellery and silver care. These 

high-quality cloths gently clean and polish gold, silver, and gemstones, 

restoring their natural brilliance. Perfect for keeping your treasured items 

sparkling, they’re a must-have for jewellery lovers. 

LIVE STOCK 

browse pieces from our signature collections 

availbale for immediate dispatch


LABANDA 

labanda.com.au 

Town Talk Silver & Jewellery 

Sparkles are a specialised 

cleaning solution designed 

for the care of silver, gold, and 

gemstone jewellery. This product 

effectively removes tarnish and 

restores shine, making it ideal 

for maintaining the appearance 

of valuable items. Safe and easy 

to use for everyday care. 

MILN & CO. 

milnco.com.au 

Hurst-hinged silver bangles are handmade and 

hand-engraved in New Zealand and proudly 

presented by Miln & Co. The 5mm EN 5G S/S 

Bangle is set with five red garnets and is also 

available with sapphire, amethyst or emerald. 

LUMINOX 


dgau.com.au/luminox 

Ensuring unparalleled durability 

and performance on the rack and 

beyond. The latest eye-catching 

release from the Leatherback Sea 

Turtle collection by LUMINOX, 

now exclusively tailored for Red 

Bull Ampol Racing aficionados. 

MARK MCASKILL 

JEWELLERY 

markmcaskill.com.au 

New to Modern Bridal by Mark McAskill 

Jewellery - pear and round brilliant cut 

diamond duo delights in this wave style 

ring. Set with two stunning VS/DEF grade 

lab-created diamonds, equaling 1.50 

carats, in a quality 18-carat gold mount. 

MORRIS & WATSON 

morrisandwatson.com 

Morris & Watson introduce the new range of 

handmade chains and bracelets exclusively 

fabricated in New Zealand with quality 

products and exceptional workmanship. 





NINA'S JEWELLERY 

ninasjewellerywholesale.com.au 

The Signature Collection: Nina's Jewellery is excited to bring 

the year's most popular gift range to you. The Signature 

Collection is a range of diamond initial jewellery - on trend, 

on price, and in demand. Simply pick your metal, pick your 

letter, and voila! Perfectly personalised diamond jewellery. 

A celebration band that celebrates colour. The Aurelia 

rainbow diamond ring features an expertly selected 

combination of natural fancy colour diamonds, perfectly 

arranged to bring out their incredible hues. The natural 

orange, green, yellow, white, and Argyle pink diamonds 

take the otherwise classic style of this versatile 18-carat 

yellow gold band to the next level. 

A comfortable huggie-style earring 

in nine-carat yellow gold, the everpopular 

Tiana style now sparkles 

with rainbow-coloured diamonds. 

The open-wave design boasts a fancy 

green, a fancy orange and a fancy 

yellow diamond working in harmony to 

create the perfect daily decoration. 

A vibrant combination of natural colour 

arranged to echo the Bird of Paradise flower 

from Nina's Jewellery. Each of the 18-carat gold 

Strelitzia rainbow diamond earrings is set with 

an orange, yellow and green diamond and is 

further accented by three fine white diamonds. 

ROSEFIELD 

DESIGNA ACCESSORIES 

designaaccessories.com.au/rosefield 

An instant classic that never misses, the Octagon 

XS from Rosefield is the perfect petite timepiece 

to add to your rotation. This rare octagonal face 

shape features a rich sunray burgundy dial that 

creates an ever-changing spectacle of light and 

colour and the elegant 5-link gold-tone bracelet 

evokes the sophistication of the 1920s. 


ORANGE RIVER 

orangeriver.com.au 

Discover a world of colour with Orange River. Orange 

River has an extensive collection of loose sapphires, 

emeralds and rubies. Visit www.orangeriver.com.au 

to view the live inventory of stock. 

PIERRE LANNIER 

GERMAN CUCKOO CLOCK NEST 

clocks.com.au 

Pierre Lannier watches make the 

perfect Christmas gift, blending 

French elegance with modern 

design. With a range of classic and 

contemporary men’s and women’s 

styles, these timepieces cater to 

every taste. Crafted with precision 

and quality, they offer the ideal 

combination of luxury and affordability 

for a stylish, timeless present. 

PINK KIMBERLEY 

SAMS GROUP 

pinkkimberley.com.au 

These stunning Pink Kimberley 

Halo Rings combine the elegance 

of Australian pink diamonds with a 

luxurious design. Each ring is crafted 

in 18-carat white gold and features a 

central pink diamond, surrounded by 

delicate white diamonds, highlighting 

the rare and captivating hues of the 

Argyle pink stones.


SURFSANDS 

surfsands.com 

Australian natural turquoise 

from Surf Sands - rare, special, 

and beautiful. Australian 

gemstones are in demand, 

and Surf Sands offers varieties 

of opal and sapphires, 

chrysoprase, turquoise, 

rhodonite, agate and more. 

SAPPHIRE DREAMS 

SAMS GROUP 

sapphiredreams.com.au 

The stunning Sapphire Double Halo Rings 

feature ethically sourced Australian 

sapphires in striking Parti green and 

yellow hues. Set in luxurious 18-carat 

gold, the centre stones are beautifully 

surrounded by white diamonds and 

sapphires, creating a radiant double halo 

effect. These rings capture the vibrant 

allure of Australian sapphires and add an 

opulent touch to any jewellery collection. 

SOKLICH & CO. JEWELLERS 

soklichco.com 

A contemporary collection taking inspiration 

from nature and the honeybee. Make a 

statement with this beautiful Queen Bee 

Tanzanite and diamond cocktail halo 

ring, made in 18-carat white and yellow 

gold. These rings can also be set with any 

gemstone your customer desires. 

THE AMBER CENTRE 

ambercentre.com.au 

New nine-carat Gold Amber Collection from The Amber Centre. 

Classically designed earrings with matching pendants made 

using the finest quality Baltic Amber. Contact The Amber Centre 

for the full range. 

THE BATTERY MAN 

thebatteryman.com.au 

Discover Soklich & Co.’s Ribbon 

Collection. Each piece is handmade and 

custom-designed in Australia. These 

beautiful gold ribbon rings can be adorned 

with Australian opals and nuggets, 

Broome Keshi pearls, white, champagne, 

pink diamonds or any gemstone that you 

desire. All pieces are available in ninecarat 

and 18-carat yellow and white gold. 

The Battery Man has been a trusted supplier to the industry 

for nearly 40 years and is one of the largest suppliers of 

Seiko watch batteries in Australia. The company is familyowned 

and operated and provides fast and friendly service. 


SHINE BRIGHT, STOCK SMART | 2024 

THOMAS SABO 


dgau.com.au/thomas-sabo 

Inspired by the mythical fiery tail of the 

THOMAS SABO Dragon, these statement 

earrings will become a faithful 

companion to your customer's style. 

TWM CO RINGS 

twmco.com.au 

Stylish, 90’s inspired 

and yet super timeless 

from THOMAS SABO. 

With a classic rounded 

look, this is a must have 

piece for the season. 

Introducing cutting-edge 3D Ring Builder 

software – the perfect tool for creating 

custom wedding bands with ease. All rings 

are proudly Australian-made, and the 

TWM Co Rings platform offers seamless 

integration with your website and 7-day 

delivery on all orders. Train your staff 

in just 10 minutes and start designing 

bespoke rings with clients in real-time. 

TIMEX 

DESIGNA ACCESSORIES 

designaaccessories.com.au/timex 

The Q Timex Reissue Dégradé is 

a stunning homage to one of the 

most iconic Q models from the late 

‘70s. Keeping with its Q heritage, 

this timepiece boasts the precision 

of a quartz movement, ensuring 

impeccable accuracy for those on 

the move. 

WORLD SHINER 

worldshiner.com 

Elevate your inventory with World Shiner's stunning collection of stud 

earrings, bracelets, and necklaces! These carefully crafted pieces combine 

quality and style, making them perfect for boutiques and retailers. World 

Shiner offers a vast selection of studs, bracelets, and necklaces in all sizes. 


BUSINESS 

Strategy 

Less science, more art: 

How to win as a retailer 

The science behind retail is always improving. DOUG STEPHENS explains the importance 

of making a lasting impression on your customers. 

Over the past 20 years, technology has 

transformed retail. Mobile phones have 

become conduits for communication, 

entertainment, and commerce. 

Once a novelty, technologies such 

as augmented reality have become 

commonplace in digital merchandising 

and selling tools. E-commerce, which in 

2003 amounted to a rounding error on 

most retailers’ profit and loss statements, 

has become table stakes for any business 

wishing to survive. 

This shift is more significant than 

consumer-facing innovations. Amazon, 

once a profitless aggravation for 

traditional retailers, has become one of 

the most valuable companies in history 

by leaning into the behind-the-scenes 

science of retail: the physics, math, 

engineering, and data of moving goods 

from production to consumption. 

Today, we sit on the edge of another 

technology revolution in retail, with 

investment by retailers in Artificial 

Intelligence (AI) and machine learning 

projected to increase up to eight-fold 

by 2032. 

Yet, despite all the investment in 

technological progress, many retailers 

today need help to stay afloat, grinding it 

out each day, one promotion at a time. 

While technology has advanced the 

mechanics of retail, it’s also opened 

the door to something else: a historic 

explosion in new competitors to 

traditional retailers. 

Among them are third-party marketplaces 

and direct sellers to discounters and 

social media influencers—all battling it 

out for finite, fleeting, and increasingly 

fragmented slivers of consumer attention. 

Indeed, the existential challenge facing 

most retailers today is how to command 

disproportionate attention. 

How do they do this when superior 

selection, convenience, and price 

have largely become the domain of 

large international marketplaces and 

mega-chains, and digital advertising 

is relentlessly more expensive while 

declining in its effectiveness? 

The answer lies less in deploying new 

technology and more in something rarely 

discussed in retail circles: art. 

Because, as it turns out, attracting 

attention and promoting recall are what 

art does best. 

A growing body of scientific evidence 

suggests that art, regardless of form, 

has a uniquely stimulating effect on 

our brains. 

According to Daniel J. Levitin, author of 

This is Your Brain on Music: The Science 

of Human Obsession, listening to a 

favourite song or a familiar style of music 

lights up almost every region of our brain, 

including areas linked to memory. 

Experiencing art has been proven to 

boost blood supply to the brain, producing 

rushes of dopamine and activating both 

cognitive and emotional activity. 

Most importantly, consumers look to 

retail to play a more artistic role in their 

lives. For young consumers, shopping and 

entertainment are merging. 

Most 

importantly, 

consumers look 

to retail to play 

a more artistic 

role in their 

lives. For young 

consumers, 

shopping and 

entertainment 

are merging. 

If retailers want to generate 

disproportionate attention and recall 

while giving shoppers the ‘entertainment’ 

they want, they need to begin thinking 

less like retailers and more like artists. 

It starts with a story 

So, what is it about art that our brains 

love so much, and how can retailers tap 

into this to garner increased levels of 

attention? Research suggests two key 

factors. 

The first is understanding that art is a 

vehicle for storytelling. A study by the 

London School of Business found that 

when dry factual data is expressed 

through a story, readers are likely to 

remember almost 60 percent more 

than if the same set of facts were 

simply listed. 

Retail can serve the same important 

human needs, and there are worthy 

emulators to follow. Patagonia, for 

example, puts a story of environmental 

activism at its core, inciting its valuesbased 

community of consumers to act 

against climate change. 

US toy store chain Camp builds 

themed stories into beautifully crafted 

entertainment experiences for families 

while selling toys. 

New York based B&H Photo and Video 

has spent more than 50 years telling a 

story of superior expertise, informing 

and enlightening customers about 

photography and film, becoming worldrenowned 

in the process. 

When we buy from these kinds of brands, 

we’re not just buying a product. 


We’re also buying into the story. Four 

areas — culture, entertainment, expertise, 

and design — offer strong, own-able 

footholds from which brands and retailers 

can successfully compete without 

attempting to out-compete Amazon and 

others on price, convenience, or selection. 

From products to productions 

A brand story cannot simply be a platitude 

or vague idea buried in the company’s 

mission statement. Like a production, it 

must come to life for consumers across 

their experience. 

For Patagonia, this means telling the 

story of environmental activism every 

day, in varied ways, at every touchpoint 

along the consumer journey, from its 

website content and ad media through 

to the recycled materials used to build 

stores and offices, from the fibres used in 

garments to the character and values of 

the people they hire. 

It’s the only story the company tells. 

Through its commitment to telling the 

story, Patagonia has developed a loyal, 

global community of customers who 

come to the brand not simply for a 

product but also for a sense of shared 

values and community. 

Brands such as Patagonia have become 

the cognitive defaults in the category 

and have done so by maintaining an 

obsessive focus on telling its unique 

stories, stories that link directly to 

tangible human needs. The company 

has set itself apart from the sea of 

commodity competition in its categories. 

Becoming unforgettable 

A brand’s job is to be experienced and 

remembered, offering more reason for 

retailers to turn to art. Art has been 

proven to create more profound, longerterm 

memories than other data forms. 

Perhaps this explains why decades-old 

song lyrics or movie lines are retained in 

our cognitive filing cabinets. Art tends to 

lodge itself deeply into our memories. 

The key to unlocking this power comes 

from first understanding that human 

memory is not unidimensional. In fact, we 

have at least six unique memory inputs. 

First, roughly 20 percent of our memory 

of an experience is generated from visual 

inputs or our iconic memory, which 

processes what we see. 

The remaining 80 percent is divided 

between our echoic or sound memory, 

our olfactory memory, our gustatory 

or taste memory, our haptic memory 

to process what we feel and our 

cerebellum, which processes the 

emotions conjured by the experience. 

Most retailers focus almost exclusively 

on the visual elements of their customer 

experience, ignoring the other, arguably 

more powerful sensory inputs. In doing 

so, they negate 80 percent of a business 

opportunity to be remembered. 

Studies have established the inordinate 

power that scent has on our physiology. 

That smelling a rose, for example, 

activates exponentially more brain activity 

than simply looking at a photo of a rose. 

Other research has shown that playing 

French and German music in a wine 

store, on alternating days, for example, 

results in a disproportionate percentage 

of sales swinging in lockstep to French 

or German wines, even when shoppers 

are oblivious to the music played during 

their visit. 

The influence of involving motor skills to 

boost memory cannot be underestimated. 

Students asked to draw a listed series of 

words, remembered 175 percent more of 

them than a control group asked simply 

to memorise the list. The more memory 

pathways a retailer unlocks within a given 

experience, the more unforgettable the 

experience becomes. 

Regrettably, most retailers focus 

exclusively on the visual elements of their 

customer experience, ignoring the other, 

arguably more powerful, sensory inputs. 

In doing so, they negate 80 percent of 

their opportunity to be remembered. 

LESS 

SCIENCE, 

MORE ART! 

Storytelling 

Your business 

should be sending 

a consistent 

message. 

Interwoven 

The core values 

of your business 

should be 

reflected in every 

area. 

Memories 

unlocked 

The relationship 

between business 

and consumer can 

be strengthened 

in unlikely ways. 

To remedy this, retailers would be wise to 

ask themselves what a blindfolded shopper 

would take away from the experience in 

their stores. What, if anything, would they 

hear, smell, feel and taste? And how each 

of these sensory inputs should support the 

business’ story. 

These two things in concert — a 

meaningful overarching story connected 

to core human needs, underpinned with 

sensory and emotional involvement 

— produce disproportionately more 

information about the experience, forge 

deeper neural pathways, and, thus, create 

deeper recall. 

This explains why, according to our 

research, such retailers also enjoy betterthan-average 

revenue increases, profit 

margins, customer loyalty and earned 

media values. 

Rehumanising retail 

As for technology investments, retailers 

would be astute to consider these costly 

choices the way any great film, music, or 

stage director might: prioritising those 

technologies that help to tell the unique 

story more clearly and impactfully. 

Regrettably, in our pursuit of the science of 

retail, we’ve lost much of its humanity! 

The psychology, physiology, and sociology 

that sit at the centre of why we shop and 

how it serves our deeper needs as human 

beings, the stories and experiences that 

make a brand worthy of attention and 

recall. 

In a world rife with competition, 

commodity sellers and consumers are in 

search of meaningful experiences, so a 

return to the art of retail may be just what 

the industry needs. 

DOUG STEPHENS is founder and CEO 

of Retail Prophet and the author of three 

books on the future of retail, including 

the recently released ‘Resurrecting 

Retail: The Future of Business in a Post- 

Pandemic World.’ Visit: retailprophet.com 


BUSINESS 

Selling 

How is your business building customer loyalty? 

Will you play the long game with your customers? 

SUE COCKBURN argues that quality customer service is a marathon, not a sprint. 

Some time ago, I was captivated by 

an article on Nimble about building 

customer loyalty. 

The article by Ross Keating was titled 

‘How To Build Customer Loyalty And 

Increase Revenue.’ This statistic caught 

my eye: 67 per cent of people cease 

trading with a business because of 

perceived indifference. 

The author’s take on this statistic was 

that “they [customers] did not know if 

the business loved them or not!” 

While the statistic is from 2004, 

it still rings true. Mr. Keating’s 

interpretation of the statistic fits with 

the oft-quoted maxim, “People don’t 

care how much you know until they 

know how much you care.” 

In business, customer service isn’t the 

only thing that matters. Quality, value, 

pricing, availability, accuracy, location, 

meeting deadlines, keeping promises, 

usefulness, and a myriad of other 

things are important to customers. 

And, in truth, these are all a part of 

customer service! Customer service is 

about how we ‘treat’ our customers… 

and so much more! 

If most of us have a choice between two 

products or services that are pretty 

much equal in all respects, we are 

more likely to choose to do business 

with the individual or organisation 

that provides and is known for great 

customer service. 

Excellent customer service is much 

more than a smile! It includes 

everything about the products and 

services we are buying as well as how 

we are treated. 

Certainly, pricing and all the other 

details are important; however, how we 

are treated is equally important. Most 

of us won’t trade one for the other, for 

instance, lower pricing but rude service. 

Some may, but many won’t. 

With that said, customer service 

and customer loyalty go beyond how 

customers are treated in one-off 

encounters. If we really want to build 

a loyal customer base it requires 

taking care of the immediate needs of 

customers as well as staying on their 

radar long term. 

Paying attention 

For businesses that may only deal with 

a customer a few times a year, such as a 

jewellery store, delivering good service 

face-to-face is not enough to build 

customer loyalty. 

We must find ways to stay top 

of mind so that when our customers 

need our services again, they will 

think of us. 

This is where tools like social media, 

e-newsletters, cards for special 

occasions, annual phone calls, and 

loyalty programs come into play. 

These can help us stay on the radar, 

reminding them that we value them 

and haven’t forgotten about them, even 

when we don’t interact face-to-face or 

by phone that often. 

Long term commitment 

When my husband and I bought our first 

house, the real estate agent I contacted 

was someone I had known for years. 

She had been a friend at one time; 

however, as the years went by, our lives 

went in entirely different directions, and 

our friendship waned. 

But, with her realtor-friend hat on, 

each year, she phoned me and sent 

me a calendar with her image and 

contact details. 

The phone calls were usually brief 

and sometimes awkward; however, 

they reminded me she was ‘out 

there,’ as did the desk calendar she 

provided yearly. 

If we really 

want to build a 

loyal customer 

base it requires 

taking care of 

the immediate 

needs of 

customers as 

well as staying 

on their radar 

long term. 

When it came to buying a home, she 

was the first person I thought of – 

even though her service area was in a 

completely different location from where 

we were buying. 

I didn’t contact her because she had 

stayed in touch over the years. I also 

knew she was a top realtor and good 

at her job. With that said, I would have 

forgotten about her if she hadn’t tried 

to stay in touch with me throughout 

the years. 

On the flip side is the realtor who sold us 

the house my husband and I live in. She 

gave us a lovely gift the day we moved 

into our home. 

We haven’t heard from her since. In 

fact, as I write this article, I can’t recall 

her name! What are the chances of us 

contacting her if we ever decide to sell 

our home? Slim to none! 

Closing remarks 

Realtors aren’t the only ones that need 

to keep their name in front of their 

customers. Those of us in business 

need to pay attention to our customers 

and find ways to remain on their radar 

positively. Even if they may only need 

what we have to offer infrequently. 

If we don’t show an interest in having 

them as customers, someone else 

will. Or they’ll forget about us and 

actively look for someone else who 

wants their business. 

Taking good care of our customers 

when we do business with them today 

is critically important. It can make the 

difference between a good reputation 

and a not-so-good reputation. 

But, if we hope to have customers 

return to us in the future or even think 

about referring others to us over the 

years, we must make sure they know 

we value them as customers and look 

forward to helping them again in the 

future, not just today. 

SUE COCKBURN is is founder of 

Growing Biz, a website services provider 

and social media services provider for 

micro and small businesses. 

Visit: growingbiz.net 


BUSINESS 

Management 

How skill interaction can define your business 

What sets your business apart from its competitors? 

DAVID BROWN explains the value of combining skills. 

If you’re like most people, you’ll likely 

have one or two unique skills that 

serve you well. 

Discovering your unique point of 

difference often lies at the intersection 

of these distinct skill sets. By being 

competent—though not necessarily 

extraordinary—in two separate 

areas, you can create a unique value 

proposition that positions you in the top 

echelon of your industry. 

This concept is best illustrated by 

the success story of cartoonist Scott 

Adams, the creator of Dilbert. 

Adams famously stated, "I am a better 

than average drawer but not an artist. 

I am funnier than most people but 

not a comedian." He demonstrates a 

unique ability in the field of cartoons by 

leveraging two above-average skills to 

create a unique niche. 

Adams combined his drawing skills with 

his sense of humour to produce a widely 

popular comic strip that amused office 

workers worldwide. His success didn’t 

stem from being the best artist or the 

funniest comedian. It came from being 

proficient in both areas and finding a 

unique way to merge them together. 

When you combine two skills in which 

you are proficient, you create a unique 

skill set that can set you apart in the 

marketplace. Thanks to the multiplier 

effect, being in the top 75 per cent in 

two different skills can put you in the 

top 95 per cent of all competitors. 

This phenomenon occurs because 

the intersection of these skills is less 

crowded, reducing competition and 

allowing for an edge. Although these 

individual skills may be common, their 

combination may be unique. 

Adams is a great example; however, 

other notable figures have successfully 

leveraged the intersection of skills 

to create unique niches. Elon Musk's 

proficiency in both engineering 

and business has enabled him to 

revolutionise multiple industries. 

His engineering knowledge allows 

him to understand and drive the 

technical aspects of his companies, 

while his business acumen helps 

him to navigate market challenges 

and opportunities. This combination 

and his relentless drive have been 

instrumental in the success of 

companies like Tesla and SpaceX. 

Steve Jobs was not the best engineer 

nor the most innovative designer; 

however, his ability to merge 

technology with design aesthetics was 

unparalleled. 

His understanding of both fields 

allowed him to create products 

that were not only technologically 

advanced but also user-friendly and 

visually appealing. 

This intersection of skills helped 

Apple create iconic products that have 

defined modern technology. 

Finding your unique intersection begins 

with a self-assessment of your skills 

and interests. 

Reflect on areas where you are 

better than average, even if you are 

not the best. Consider how these 

skills can complement each other 

and how their combination can solve 

problems or create value in a way 

others haven’t explored. 

Once established, you can focus on how 

best to turn this unique combination into 

success for your business. 

Finding 

your unique 

intersection 

begins with a 

self-assessment 

of your skills 

and interests. 

List your skills: Write down all the 

skills you possess, categorising 

them by proficiency and interest. 

Identify those where you are in the 

top 75 per cent. 

Perhaps you are a good listener or 

have an innate ability to motivate. 

Maybe you can focus for extended 

periods of time. Maybe you’re a 

natural-born salesperson with a strong 

ability to develop rapport. Chances are 

you’ll be surprised at the number of 

skills you have. 

Explore combinations: Think 

creatively about how these skills 

can be combined. Consider niches 

where this combination is rare or 

particularly valuable. 

A client once remarked to me how rare 

it is to find a strong salesperson who is 

also good with detail. Often, the more 

polar the skills are, the more unique an 

opportunity can be created. 

Test and iterate: Volunteer for projects, 

take on side gigs, or test on customers 

to see how these skills can work 

together effectively. 

One client with a background in the 

theatre was able to market effectively 

by visiting clients leading up to the 

festive season with an exclusive offer 

delivered as a performance. Their 

sales ability and theatrical delivery 

were unique. 

Seek feedback: Engage with 

mentors, peers, and industry experts 

to get feedback on your unique 

combination of skills. Their insights 

can help refine your approach and 

highlight areas for improvement. 

Once you’ve identified your unique skill 

intersection, leverage it to differentiate 

your business. Use it to inform your 

branding, marketing strategies, and 

customer engagement. Highlight 

this unique combination in your value 

proposition, showcasing how it sets you 

apart from competitors. 

DAVID BROWN is co-founder 

and business mentor with Retail 

Edge Consultants. Learn more: 

retailedgeconsultants.com 


BUSINESS 

Marketing & PR 

Building a content marketing strategy 

Failing to plan is planning to fail. GARRY GRANT encourages you 

to plan your content marketing strategy thoroughly. 

Content marketing strategies can be 

invaluable to retailers. 

The goal is to address the needs 

and interests of consumers, build 

authority, and foster relationships 

through blogs, videos, social media, 

and other content forms. 

Additional information 

Buyer personas: Discuss the specifics 

of the audiences for whom you’re 

creating content. You’ll detail who 

they are, what they need, and what 

their content engagement cycle may 

look like. 

Your content marketing strategy isn’t to 

be confused with your content strategy 

or content plan. You’ll often find these 

terms used interchangeably when 

the three are separate and necessary 

assets for any marketing plan. 

Your content marketing strategy is why 

you’re creating content, the audience 

you’re helping, and how you’ll help 

them in ways your competition cannot. 

Typically, this involves using content 

marketing to build their audience so 

they can either lower costs, earn more 

revenue, or reach better customers. 

Your content strategy is broader in 

scope. It digs into the creation and 

publication of valuable and usable 

content. You’ll determine the titles 

and types of content and where you’ll 

publish them. Some will be posted on 

your website, while others will go to 

different sites where your audience will 

likely browse. 

Your content plan is the tactical 

document outlining exactly how you’ll 

execute your content strategy and who 

will handle all the tasks. 

Your content marketing strategy must 

come before you build your content 

plan. It is the marketing plan for your 

content, so it needs to include key topic 

areas you’ll cover, the content assets 

you’ll create, when and how you’ll share 

your content, and any specific calls to 

action to include. 

With that said, let’s focus on 

what to include in your content 

marketing strategy. 

Why content marketing? 

Content marketing generates more than 

three times the leads for your business 

as outbound marketing; however, it 

costs 62 per cent less. Not only this, but 

a content marketing strategy can also 

affect other marketing activities you’re 

already using. 

For instance, an ongoing content 

strategy can help you build more 

organic search traffic, increasing the 

chance your company will appear in 

the search results for users in your 

target demographics. 

Having a content strategy in place 

can give you content to fuel social 

media syndication efforts. You’ll have 

updates to share on social media and 

content you can add to your email 

marketing campaigns. You can use 

your best material for a landing page 

to increase conversions for a paid 

advertising campaign. 

Content marketing isn’t limited to just 

blog posts. You can use it with many 

assets, including white papers, video, 

audio, infographics, etc. 

Think about your content marketing 

goals. Do you want to increase your 

customer base as a whole or boost the 

average order value? 

Improve the quality of your customer 

base? Reduce marketing costs? What 

unique value are you aiming to provide 

with your content? 

Consider your business model and the 

opportunities and obstacles you may 

encounter as you execute the plan. 

Having a 

content 

strategy in 

place can 

give you 

content to fuel 

social media 

syndication 

efforts. 

It’s also a good idea to map out the 

content you can deliver throughout 

their buyer journey so you can help 

move them closer to their goals. 

Brand story: Consider the messages 

you want to share and how your copy 

differs from the competition’s. 

Remember to note speculations about 

how you believe the landscape will 

evolve after sharing the messaging with 

your audience. 

Distribution channels: Outline the 

platforms you’ll use to tell your 

brand story. 

Outline your goals, objectives, 

criteria, and processes for each one. 

Then, consider how you’ll connect 

them to maintain a seamless 

customer experience and cohesive 

brand conversation. 

If you do not know where to start, 

consider the channels your target 

audience uses to connect with the 

brands they love—even if they are 

your competition. 

Food for thought 

If you struggle to find the time to 

develop a complete content marketing 

strategy, a one-page plan can simplify 

the process. 

This plan includes a laserfocus on 

the goals your company aims to 

accomplish within the next year, how 

you-you measure progress toward 

those objectives, what the content 

marketing will do during the next year 

and the metrics you’ll measure to 

determine how successful the content 

marketing is. 

GARRY GRANT is a veteran expert 

in search engine optimisation and the 

digital marketing industry. He is CEO of 

consultancy SEO Inc. Visit: seoinc.com 


BUSINESS 

Logged On 

The consequences of leaving a bad review 

Word of mouth spreads faster than ever for today’s retailers. 

SIMON DELL outlines the impact negative reviews have on businesses. 

In the age of digital communication, 

online reviews have become a 

powerful tool for consumers to share 

their experiences and influence the 

decision-making of other customers, 

which can, in turn, lead to the success 

or demise of businesses. 

While leaving a bad review can be a way 

to voice dissatisfaction, it’s crucial to 

understand that there are consequences 

for reviewers and the businesses they 

are critiquing. 

In this article, we’ll explore real-world 

examples of where bad reviews have 

backfired and guide how businesses can 

effectively respond to negative feedback. 

A plastic surgeon and his wife thought 

they could get the upper hand by 

pretending to be a patient who left a 

review about how they were sexually 

assaulted by a competing plastic 

surgeon on the Gold Coast. 

In writing the false review, the couple 

were on a mission to “cause Dr 

Colagrande the most possible harm 

by inducing readers to believe that the 

sexual assault had occurred”. 

The action led to a defamation suit 

against the couple - who were slapped 

with $450,000 in damages to be paid to 

their ‘fellow’ surgeon. 

It shows that keeping track of your 

business reviews is important, 

especially when malicious comments 

like the one exhibited above occur. 

Another enlightening example is when 

an unsatisfied customer ordered a 

takeaway meal with the expectation that 

it would be available two days later. 

This is an unrealistic expectation 

and one that probably deserves to be 

mocked and laughed at. 

Instead of lashing out at this foolishness, 

the restaurant owner politely responded 

to the customer, rationalising the issue 

in a way that would make total sense to 

most readers. 

As a result, the reviewer’s credibility 

and common sense were diminished. 

The restaurant handled the situation 

professionally, building its reputation as 

a food provider. 

I once read a story about a displeased 

potential house buyer attending a Plum 

Property auction who decided to leave 

a negative Google review highlighting 

their frustration at the number of other 

bidders she had to compete with. 

Plum Property decided to plaster the 

review on billboards around Brisbane 

instead of responding to it directly. 

This masterstroke of advertising made 

the customer look like a fool. It showed 

potential house sellers that Plum 

Property generates excellent buyer 

interest for house auctions and isn’t 

afraid to have a little fun along the way! 

How should you respond? 

As we can see, receiving a negative 

review that isn’t actually ‘bad’ can be 

a scary, frustrating moment for any 

business owner, even those who have 

established themselves as reputable 

online. How a business responds to a 

wrongful negative review can make a 

huge difference for other reviewers 

scanning your product or service for 

potential purchases. 

Here are several ways to address 

a negative review so that you can 

maintain your brand image and not 

unintentionally miss out on future sales: 

Stay calm: Respond to the review 

with professionalism and empathy. 

Avoid engaging in heated arguments 

or personal attacks; instead, present 

the facts. 

Investigate: Assess whether the 

reviewer’s claims are true and address 

valid concerns promptly. 

It shows that 

keeping track 

of your business 

reviews is 

important, 

especially when 

malicious 

comments 

like the one 

exhibited above 

occur. 

If the reviewer was wrong, show other 

readers why. If they were correct in 

their review, prove how you addressed 

the issue and how you are striving to 

be better. 

Respond publicly: Respond publicly 

to the review, addressing the issues 

raised, apologising if necessary, and 

offering solutions. 

Communicate privately: To resolve 

the matter more thoroughly, consider 

taking the conversation offline with a 

private message or email. This allows 

you to maintain the customer’s privacy 

and loyalty. 

Consult the platform: Companies such 

as Google and Yelp offer options for 

businesses that feel they have been 

unfairly criticised online. They often 

scrub reviews that contain offensive 

language levelled at small businesses. 

Legal avenues: If attempts to contact 

a platform prove unsuccessful, and 

in cases where the reviewer’s identity 

remains undisclosed, small businesses 

may explore preliminary discovery. 

This involves filing a court application 

based on the belief that there is a 

prima facie cause of action, such as 

defamation, but the proper respondent 

is unknown. 

Subsequently, the business can 

send a ‘concerns notice’ to the party 

responsible for publishing the false 

review, allowing them to apologise, 

retract, or remove the post. 

The last recourse is to file a defamation 

action against the reviewer. Be warned, 

however, that this can be a lengthy and 

expensive process. 

Ultimately, in a world where online 

reviews wield significant influence and 

have become necessary in decisionmaking, 

understanding the nuances 

of this digital landscape is crucial for 

businesses and consumers alike. 

SIMON DELL is co-founder and CEO 

of Cemoh, a Brisbane-based firm that 

provides marketing staff on demand. 

He specialises in digital marketing and 

brand management. Visit: cemoh.com 


My Bench 

Matthys Solomon 

Nina’s Jewellery 

• Age 49 • Years in Trade 31 • Training Bachelor’s degree in Jewellery Design & Manufacture at Technikon Pretoria. • First job Altin Jewellers (South Africa) 

FAVOURITE GEMSTONE Diamonds. 

FAVOURITE METAL Any metal - just bring it on! 

FAVOURITE TOOL Graver smith. 

BEST NEW TOOL DISCOVERY The laser star is a 

game-changer. 

BEST PART OF THE JOB Setting the final stone 

and seeing the piece as a whole. 

WORST PART OF THE JOB Repairing a ring that 

was not well-made. 

BEST TIP FROM A JEWELLER You are never too 

old to learn something new. 

BEST TIP TO A JEWELLER There are many ways to 

make a jewellery piece. Try new ways and techniques. 

BIGGEST HEALTH CONCERN ON THE BENCH 

Vision is getting worse! 

LOVE JEWELLERY BECAUSE It makes me a 

precious metal engineer. 

SIGNATURE PIECE 

NINA’S SOVEREIGN 

This was hard — like asking which 

child you like more — however, Nina’s 

Sovereign is close to my heart. It has a 

medieval feel to it. The middle ring can 

be worn solo and simple or combined 

with its jacket to make a statement. 


OPINION 

Soapbox 

End the division: A rallying cry for unity 

in the Australian jewellery industry 

United we stand, divided we fall. TRENT CULLUM urges the jewellery industry 

to settle petty disagreements for the sake of the trade. 

In recent years, the jewellery 

industry in Australia has faced an 

unusual conundrum. 

For decades, a single large jewellery 

fair in Sydney was the cornerstone of 

the annual calendar. The International 

Jewellery Fair was the event suppliers 

and retailers counted on to showcase 

new products, forge new relationships, 

and bolster old ones. 

Internal politics fractured this 

tradition, resulting in the creation 

of a rival fair. What was once a 

unified platform to bring the 

industry together has now split 

into two competing events. 

From my perspective, under this 

new structure, neither event can be 

supported by suppliers or buyers as 

well as the original united the 

industry as it once did. 

This fragmentation has weakened 

the impact of both fairs and left many 

industry players — especially smaller 

retailers and artisans — scrambling to 

figure out which event to attend. 

It’s a detrimental headache. 

More troublingly, this division is 

occurring against the backdrop of 

global economic uncertainty, where 

unity and collaboration are more 

essential than ever. 

Now, more than ever, the jewellery 

industry needs to consider the broader 

implications of this split and what it 

means for the future of the trade. 

Past reflections 

For many years, the annual jewellery 

fair in Sydney was more than just 

an event — it was a symbol of the 

industry’s cohesion. This event 

offered an opportunity for jewellers, 

wholesalers, and designers to connect 

and network while exploring the latest 

trends and innovations. 

It was also an invaluable resource 

for smaller boutique operations and 

independent artisans, many of whom 

depend on these fairs to gain exposure 

to a broader market. 

Suppliers, in turn, relied on this 

concentrated pool of buyers to meet 

their annual sales targets and secure 

long-term partnerships. 

This collective experience fostered a 

sense of unity in the industry. The fair 

wasn’t just about buying and selling! 

It was about learning from each other, 

exchanging ideas, and elevating the 

craftsmanship that defines our trade. 

The benefits of a single, strong event 

are immeasurable, creating a ripple 

effect that bolsters the entire industry 

from the smallest independent jeweller 

to the largest supplier. 

Present situation 

Internal disputes and differing visions 

fractured the industry. Instead of 

resolving these disagreements and 

moving forward, the rival Jewellery 

Industry Fair was established. 

In theory, competition is a positive 

force, encouraging innovation and 

improvement. In practice, however, this 

division has only diluted the value of 

both events. 

Suppliers facing the financial and 

logistical challenge of supporting 

two fairs often scale back their 

participation or attend only one event. 

Similarly, retailers are forced to choose 

between the two, which leads to fewer 

opportunities to connect with a full 

range of industry players. 

The end result? The competition 

between the two fairs has weakened 

unity in the jewellery industry rather 

than strengthened it. 

From my perspective, by forcing people 

to decide neither event has been able 

to conjure that same sense of industry 

cooperation and unification as the 

single fair did in the past. This creates 

a situation where both events can 

underdeliver, and no one truly wins. 

Moreover, this situation has hurt the 

smaller players the most. Attending 

both fairs is often financially or 

logistically impossible for boutique 

jewellers and artisans. 

The jewellery 

fair should 

not be a 

battleground for 

internal politics. 

It should 

be a shared 

space where 

the industry 

survives and 

thrives. 

These are the businesses that rely 

most heavily on the exposure and 

connections that such events provide. 

Without the industry's full support at 

one unified event, many of them are 

left out in the cold. 

Future direction 

Globally, we live in a period of 

economic uncertainty. The jewellery 

industry, like many others, is feeling 

the strain. 

It’s time for industry leaders, 

suppliers, and retailers to recognise 

that division is doing more harm than 

good. The jewellery fair should not be 

a battleground for internal politics. It 

should be a shared space where the 

industry survives and thrives. 

Returning to a unified fair would 

restore much-needed coherence and 

strength, allowing us to weather the 

economic challenges ahead together. 

As a jeweller and a business owner, I 

urge the key players in our industry to 

put aside differences and reconcile. 

Let’s create a single fair that reflects 

the best of what the Australian 

jewellery trade offers — a space 

where innovation, collaboration, and 

unity take precedence over division. 

We owe it to ourselves, our businesses 

and our customers to ensure that the 

jewellery industry remains strong – 

and that strength comes from unity. 

Let’s not allow petty politics to fracture 

what should be a collaborative and 

supportive community. 

Instead, let’s come together and forge 

a path forward that benefits us all. 

In these uncertain times, one thing is 

clear: we are all stronger together. 

Name: Trent Cullum 

Business: Ritchies Jewellers 

Position: Owner 

Location: Bundaberg, Queensland 

Years in the industry: 23 


APRIL 6–7, 2025 

Gold Coast Convention 

& Exhibition Centre 

ajf.jewelleryfair.com.au 

ORGANISED BY 

SAV E 

THE 

DATE! 

SUPPORTED BY 

ORGANISED BY

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Jeweller - October 2024

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