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VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY MAY 2025

MAY 2025

Contents

This Month

Industry Facets

11 Editorial

12 Upfront

14 News

22 Events

24

27

48

50

10 YEARS AGO

Time Machine: May 2015

LEARN ABOUT GEMS

Around The World: Aquamarine

MY BENCH

James Cliff

SOAPBOX

Esther Ligthart

30 COLOUR GEMSTONE JEWELLERY

Rainbow chorus

Younger consumers are increasing

demanding jewellery that is unique to

them. Colour gemstone jewellery is

ticking all the right boxes.

Features

28

30

36

AUSTRALIAN JEWELLERY FAIR RETROSPECTIVE

What did we learn from the Gold Coast trade show?

YOUNG CONSUMERS JOIN THE RAINBOW CHORUS

Make them stop and stare with colour!

HOOPS, STUDS & SO MUCH MORE

Master the basics and embrace the advanced

28 AUSTRALIAN JEWELLERY FAIR

Fun in the sun

The Australian Jewellery Fair unfolded over

two productive days on the Gold Coast. The local

jewellery trade learned some valuable lessons and

established momentum ahead of a busy year.

Better Your Business

42

44

BUSINESS STRATEGY

Ready to shake things up? DAVID BROWN says it's time to get addicted to productivity.

SELLING

GRAHAM JONES explains the value of persistence in the face of stress.

45

46

47

MANAGEMENT

Do you waste too much time planning? DAVE WAKEMAN offers a solution.

MARKETING & PR

GEORGANNE BENDER continues her series on sensory appeal strategy in marketing.

LOGGED ON

SIMON DELL encourages you to avoid traditional marketing with young consumers.

36 EARRING EDIT

Hoops, Studs

& Dazzlers

The perfect set of earrings says more than

words ever could. Take a closer look at the latest

releases from local suppliers.

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Rainbow Chorus

Playing it Cool

Sunshine & Sparkle

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10 | May 2025

Editor’s Desk

Ghost stores are an evolving horror story

You can never be sure you’ll get what you pay for when shopping online.

SAMUEL ORD discusses a troublesome phenomenon among online retailers.

Have you heard about ‘ghost stores’?

Let’s not mince words – they are a scam!

They aren't even real stores.

During lockdowns, bricks-and-mortar

stores were forced to shut their doors

and consumers migrated online.

The industry watchdog said that the products

these retailers provide are typically shipped

from overseas warehouses.

While the ‘ghost store’ term used by the

mainstream media may sound innocuous,

these online retailers are far from harmless.

It’s the latest scam targeting Australian

consumers and undermining legitimate

local businesses.

Hiding behind slick websites and heartfelt

backstories, these so-called retailers are

falsely promoted as Australian and exploit

the public’s inclination to support struggling

local businesses. Jeweller has been

monitoring this troubling trend closely.

In recent weeks, the alarming proliferation

of this particularly misleading and deceptive

tactic used by overseas operations.

An investigation by The Guardian outlined

more than 140 scammers that operate

offshore while masquerading as local

businesses.

The scams have become increasingly

sophisticated with emotionally manipulative

narratives that paint a picture of a small,

family-run business facing closure due to

hard times and encourage consumers to

make the most of closing down sales.

Some use stock images of storefronts in

Australia’s iconic locations, such as Sydney’s

Double Bay and Melbourne’s Chapel Street,

to strengthen the illusion of authenticity.

An example of a supposed small high

street retailer in Byron Bay was highlighted,

with the owner’s retirement used to justify

dramatic discount pricing. The problem

is that the store and the owner never

existed - the photos are ‘fake’.

Indeed, prices have been slashed, and

remarkable discounts are readily available.

Consumers are told that this is their last

chance to support an independent retailer

beloved by the community. It’s all a lie!

Who could have seen this coming?

Jeweller’s 2024 State of the Industry Report

documented the increasing viability of retail

businesses operating exclusively online.

The COVID-19 pandemic accelerated

this trend and created opportunities

for these shameless scammers.

The research noted that many overseas

retailers create websites with an Australian

top-level domain (.com.au) to give

consumers the appearance of dealing

with a local business.

This misleading practice gives consumers

the perception that these companies are

Australian-based and, therefore, must

comply with local laws, including those that

cover warranties, guarantees, and returns.

Jeweller also noted the rise of ‘showroom

businesses’ — online retailers with

interstate offices rather than stores. This

is done to give the appearance of having a

store in many capital cities; however, the

premises are typically located in serviced

office environments.

The premises are often unmanned, and

phone calls are answered by the serviced

office staff or are diverted to the business’

head office in another state.

The rise of showrooms and the increasing

viability of online retailers presents more

competition and the need for a ‘point of

difference’ for traditional high street stores.

Furthermore, increased competition from

different business models makes it more

challenging for consumers to compare

jewellery on anything other than price.

What can we do about it?

As mentioned, the mainstream media

has taken to describing this phenomenon

as ‘ghost stores’; however, I think that

terminology is a little too ‘cute’ and

softens the reality of the situation.

A ghost is defined as an “apparition of a

dead person which is believed to appear

or become manifest to the living”.

The word describes the lingering

presence of something that once existed.

The problem is that these stores were never

real. These online retailers are committing

a hoax engineered to exploit and mislead

consumers. Let’s be blunt — it’s a scam!

A spokesperson for the Australian

Competition and Consumer Commission is

investigating the issue of ghost stores after

increasing complaints about online retailers.

It’s within

this tension of

convenience

and caution

that scammers

find their

opportunity.

In The Guardian’s report, a spokesperson for

the Consumer Policy Research Centre didn’t

mince words – what these online retailers

are doing is against the law.

Lying about the location and operation of a

business, promoting fake closing down sales,

and using stock photos to create a sense of

legitimacy is misleading and deceptive and

breaches Australian Consumer Law.

With that said, enforcement is a challenge

when the perpetrators are based abroad.

As a result, encouraging consumers to

be cautious is an obvious strategy.

The advice for consumers is straightforward

– the best defence is vigilance. Before making

a purchase, take a few moments to research

the retailer. Read consumer reviews,

call the contact number, or perform a

reverse image search on product photos.

However, herein lies the dilemma - these

scams thrive not in spite of online shopping

habits, but because of them.

Shopping online is appealing because it is

fast, convenient, and frictionless. Taking

time to investigate a business runs counter

to that experience. It’s within this tension

of convenience and caution that scammers

find their opportunity.

Consumers are warned to be cautious;

however, these scammers are betting that

in a marketplace increasingly designed for

speed and efficiency, most people won’t be.

While these shameful strategies will continue

to evolve, I hope an unintended consequence

will be a renewed appreciation for the

traditional retail experience.

Bricks-and-mortar stores offer assurance,

and what you see is what you get. Community

presence and reputation forge accountability

and a level of trust.

In a world where not everything online is what

it seems, the enduring value of local retailers

may shine brighter in the end.

SAMUEL ORD

EDITOR

May 2025 | 11

Upfront

Rewind: Best Bench Tip

Stranger Things

Weird, wacky and wonderful

jewellery news from around the world

Scammer alert issued

US consumers are being warned

about a diamond ring scam. Media

reports detail a woman receiving a

ring in the mail that she never ordered.

The victim said the ring came in a red

box paired with a 'Global Gemological

Research Academy' pamphlet and

warranty QR code. When she shared the

image with friends, she learned it was a

scam and that people have been dealing

with this across the country.

War for emeralds

A man considered a leader of

Colombia’s emerald mining business,

Jesús Hernando Sánchez, has reportedly

been murdered inside his Bogotá home

by a sniper, according to local media

sources. The shooting occurred in the

same neighbourhood where Sánchez’s

former associate Juan Sebastián Aguilar

was murdered in August under similar

circumstances, reports say. Sánchez

had reportedly survived two prior

assassination attempts. According to

newspaper El Tiempo, US authorities

are investigating the incident.

MARCH 2019

“If you make a mistake,

knuckle down and re-do it

until you get it right.”

BUDJ JONES

BRINKHAUS JEWELLERS

HISTORIC GEMSTONE

Black Orlov

According to legend, the

67.50-carat Black Orlov is said

to have taken its name from a

Russian Princess; however, many

believe this story to be fictional.

Described as a deep gunmetal hue

rather than true black, the diamond has

remained a mystery throughout history.

It’s been suggested that the Black Orlov

was

once known as the Eye of Brahma, a 195-carat uncut stone set in a

Hindu idol in Pondicherry, India, before being stolen. The Black Orlov

came into the possession of Charles Winson, a dealer in New York

City, who valued it at $150,000 in the early 1950s. He showcased it at

the State Fair of Texas in 1964 before selling it for $300,000 in 1969.

Timeless Trends

Bold beads are popular in jewellery

for their vibrant colours, eye-catching

textures, and customisable designs.

It reflects individuality, cultural

influences, and a playful aesthetic.

This trend embraces maximalism, a

strong style statement. It’s accessible

and resonates with both nostalgic and

modern fashion sensibilities.

Image: Jacquie Aiche

The future is now

Blng AI, a sketch-to-design GenAI

and virtual studio for jewellery, has

announced it raised $USD3 million

in funding. The funds will support the

company's preparations for the public

launch of its design platform, helping

it scale its staff and expand production

capacity to meet demand from luxury

brands and independent jewellers. The

company said it plans to reshape the

design process by offering AI tools that

help turn sketches into production-ready

designs and eliminate manual revisions.

Next-generation jewellery

Smart rings

are an increasingly hot

talking point. They are compact,

wearable devices that fit on your finger

and combine fashion with technology.

The rings track health metrics like

heart rate, sleep, activity, and stress

levels. Some models also support

contactless payments, notifications,

and security features. Unlike bulkier

smartwatches, smart rings offer discreet

functionality and sleek design, making

them ideal for everyday wear.

Campaign Watch

Swiss watchmaker Rolex has

secured Hollywood icon Leonardo

DiCaprio as an ambassador for a new

marketing campaign. The 50-year-old

actor has been featured on the brand’s

website and social media platforms

as part of the Reach for the Crown

initiative. DiCaprio appears alongside

fellow Hollywood icons James

Cameron and Martin Scorcese

and a series of prominent athletes.

Image: Rolex

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 Julia Tran julia.tran@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.

May 2025 | 13

News

Nationwide thrilled

with annual conference

The annual Time Out Conference for Nationwide

Jewellers has come and gone for another year,

bringing members together on the Gold Coast

for four days.

The Time Out Conference ran in conjunction

with the Australian Jewellery Fair.

The theme of this year’s conference was

‘Time to Thrive’ and proceedings began with an

address from managing director Colin Pocklington

about the state of the jewellery industry.

Membership manager Erin Keller said the address

resonated with members and provided an optimistic

outlook for trading in the year ahead.

“Colin’s industry update was both honest and

optimistic: independent jewellers are well-positioned

to succeed in the years ahead, especially when

backed by the strength and support of a like-minded

network,” she told Jeweller.

“Many members expressed that they felt armed

with inspiration and renewed positivity to head

back to their stores, especially with so much

impending uncertainty.”

More than 150 people attended the conference,

which included two special presentations from

international guests – Tammy Kelly from Stuller

and Rahil Shah from Mireya UK - on broader

industry trends and practices.

General manager Glen Pocklington also provided

several presentations on digital marketing.

The conference concluded with a ‘Diamonds and

Denim’ theme dinner, which Keller said was the

ideal way to wrap up a productive gathering.

“One sentiment was echoed again and again:

how good it was to be together! With exciting

new initiatives in place, valuable insights gained,

and friendships deepened, the Nationwide

community is more connected and more

motivated than ever,” she said.

“The future looks bright, and for our members,

it’s clearly time to thrive.”

As previously reported, Nationwide has also

increased its financing program, and members

can now access a six-month interest-free allocation

of between $30,000 and $80,000.

The buying group also confirmed a significant

increase to its support package for jewellery

and watchmaking apprentices.

Nationwide Jewellers has linked with Showcase

Jewellers and the Independent Jewellers Collective

to push for more significant support for apprentices.

Nationwide Jewellers is Australia’s largest jewellery

industry buying group, accounting for 290 members

and 364 stores. An additional 74 members and 85

stores are based in New Zealand and Fiji.

Happy anniversary: Aussie jewellery buying group reaches important milestone

Amid the industry action and excitement on the

Gold Coast over the past month, the Independent

Jewellers Collective (IJC) hosted an important

anniversary celebration.

The jewellery industry buying group celebrated its

fifth anniversary on 5 April at the Cora Clubhouse

on the Gold Coast, welcoming more than 110

retailers, suppliers, and industry leaders to reflect

on the journey thus far.

IJC was launched in 2020 by founders Joshua Zarb,

Senthil Jayaraman, and Evan Muller during the

height of the COVID-19 pandemic.

While Zarb insists that the expansion of the buying

group has always been measured, it’s been a rapid

rise nonetheless.

“The journey has been nothing short of amazing.

Five years ago, we set out with a bold vision to offer

independent jewellers a business model that goes

beyond the traditional buying group,” Zarb told

Jeweller.

“Our goal was to provide our partners with more

than just competitive pricing — we wanted to help

them grow through innovation, marketing, and

customer-focused strategies. The success we’ve

experienced today is a direct result of the dedication

and trust of our retail partners and suppliers.”

What began as a small venture has blossomed into

a buying group representing more than 105 retail

locations in Australia and New Zealand with more

than 100 preferred suppliers.

IJC was one of three buying groups participating

in the Australian Jewellery Fair on the Gold Coast

earlier this week.

Beyond the business itself, the buying group

has also taken aim at larger objectives – joining

forces with Nationwide Jewellers and Showcase

Jewellers and demanding improved support for

jewellery apprentices.

Anniversaries are an opportunity to reflect on the

past and plan for the future. Zarb said the buying

group was always exploring ways to improve the

businesses of its members.

“Our growth reflects the value we bring to our

members and the trust they place in us. Our

approach — combining cutting-edge technology,

exclusive marketing support, and strong supplier

relationships — has resonated with independent

jewellers looking for a partner who understands

the ever-changing dynamics of the jewellery

business,” Zarb explained.

“We are immensely proud of our growth, but we’re

even more excited about the future.

"With our team’s passion and dedication, we’re

confident that we’ll continue to lead the way in

helping independent jewellers thrive and succeed.”

IJC showcased a series of new strategic initiatives

at the latest Exclusive Retail Partner Conference on

the Gold Coast to further support its members in the

coming years.

14 | May 2025

News

Big changes for JAA board; broader industry representation issues persist

There have been two resignations from the board

of the Jewellers Association of Australia (JAA).

Cameron Marks, a director of Percy Marks –

a jewellery store established in Sydney in 1899 –

has resigned. Marks joined the JAA’s board in

May 2017 and until his resignation, was the

longest continually serving director.

A brief stint with the JAA has also ended for

Meredith Doig, who joined the board in

September 2022. Her appointment was not

without controversy.

Doig promotes herself as a board governance

expert and her JAA profile page listed her as a

'Professional Company Director & Consultant'.

At the time of her appointment, she told Jeweller

she was approached because the JAA was

looking for someone outside the jewellery

industry to provide this expertise.

It was later discovered that Doig was a friend

of fellow JAA director Ronnie Bauer.

Furthermore, the Australian Securities

Investments Commission (ASIC) recorded

Doig as the company secretary of one of

Bauer’s businesses, raising questions about

the validity of her supposed independence.

None of this information was made public

in the JAA’s media release announcing

Doig’s appointment.

Additionally, despite providing extensive detail

about her career as a board governance

consultant, Doig’s biography on the JAA

website failed to include this information.

New faces and the current configuration

According to the JAA website, two new jewellers

have replaced Doig and Marks on the board.

Jay Bartlett, managing director of Bartlett

Master Jewellers, a retailer based in Townsville,

Queensland, is now listed as a director.

Bartlett is joined on the six-person board by

new director Stephen Schneider of Stephens

Jewellers in Shepparton, Victoria.

The JAA advised in December that an annual

general meeting was planned for March;

however, no formal announcement has been

made about the outcome of that meeting,

including the details of these resignations

and the appointment of new directors.

In fact, the ‘Update for JAA Members and Trade’

page has been removed from the JAA website,

where the organisation has traditionally

announced board changes and other

significant developments.

Jeweller contacted JAA operations manager

Megan Young to clarify the board changes;

however, she did not respond.

Joshua Sharp, general manager of Ian Sharp

Jewellery in Victoria, remains president. Sharp

joined the JAA board in 2021 and was appointed

president in 2022.

Ronnie Bauer of Klepners in Victoria remains vice

president and is the longest-serving member of

the JAA, having joined the organisation in 2011.

Bauer had a hiatus between 2016 and 2019 and his

tenure at the JAA has not been without controversy.

Daniel Anania, general manager of Anania

Jewellers in Sydney, joined the JAA board in

2023 and remains a director.

Finally, industry retiree Mary Storch, who joined the

board in 2023, also remains listed as a director.

Groundhog Day

These new appointees are another example of an

ongoing issue for the JAA, which was extensively

detailed in the 2024 State of the Industry Report.

It’s important to note that the following information

should not be read as criticism of Bartlett and

Schneider, two new directors joining the board

with valuable industry experience and who

volunteer their time.

The fact that the JAA makes the unsubstantiated

claim it represents the wider Australia jewellery

industry predates their appointment.

With that said, a special resolution to amend the

JAA Constitution was passed in November 2022

to allow the alteration of the board's composition.

As a result, the extent to which the board can be

fairly described as representative of the broader

jewellery industry remains questionable at best.

The JAA website claims that the association

“covers all areas of the jewellery industry - from

manufacturing, wholesaling, distribution to retail.”

Despite this, small independent retailers continue

to dominate the JAA board.

There are no directors representing the

manufacturing, wholesaling, or distribution

sectors, as has traditionally been the case

and which was stipulated under the previous

Constitution. Worse, the chains and the buying

groups are also not represented on the board.

Following his appointment as director, Bartlett

posted on social media: “As the peak trade

association for all facets of the jewellery industry

— from manufacturing and wholesaling to retail

— the JAA plays a pivotal role in fostering unity,

collaboration, and growth across our industry.”

The 4 April announcement continues: “I am

honoured to be part of this influential team,

and I’m grateful for the opportunity to contribute to

the continued advancement of the industry.”

It’s worth noting that the JAA has stopped

promoting itself as the peak industry body.

This claim no longer appears on the

JAA's About Us page.

The JAA website once stated: 'Established in

1931, the Jewellers Association of Australia is the

peak body representing the multi-billion dollar

Australian jewellery industry'; however, it has

dropped that assertion.

The JAA now claims: 'Since our inception in 1931

and continuing to the present day the JAA works

nationally to represent and protect the interests of

the jewellery industry and its consumers … the JAA

covers all areas of the jewellery industry – from

manufacturing, wholesaling, distribution to retail.'

While the current board cannot claim to represent

“all areas from manufacturing, wholesaling,

distribution to retail”, fortunately, Bartlett's

appointment at least rectifies one 'dilemma';

it introduces the representation of a third state

(Queensland) to the JAA.

The previous six-member configuration was

dominated by directors exclusively from

Melbourne and Sydney.

The new board now consists of three directors

from Victoria, one from Queensland and two

from Sydney. With that said, the Sydney-based

Storch previously declared on her board profile

page - now removed - that, as a retiree, she

had left the jewellery industry in 2002.

It’s interesting to note that the JAA has removed

the profiles of all board members from its website,

which outlined their experience and expertise.

The ‘About JAA+Team’ page only displays director

names and photos at the time of publication.

The end result is that the JAA board is now

comprised of five jewellery store owners and one

retiree and continues to have no representation

from manufacturing, wholesaling or distribution,

as it claims on its website.

Just as importantly, the buying groups - which

account for around 30 per cent of all independent

stores - are no longer represented on the board.

The same is also true for the chain stores.

As mentioned, Jeweller contacted the JAA

for comment and clarification; however,

no response was provided.

May 2025 | 15

News

Retailers call for support

after election result

Following the conclusion of the Australian Federal

Election on Saturday, retail industry representatives are

calling for greater support.

The incumbent Australian Labor Party, led by Anthony

Albanese, won re-election in a landslide victory on 3

May, increasing its parliamentary majority.

Australian Retail Council (ARC) CEO Chris Rodwell

said that with retail businesses employing one in 10

Australians, the industry needs greater support in a

range of areas.

“Retail performance impacts every Australian, and

it’s clear that we need strong economic leadership to

support the sector through a challenging climate,”

he said.

“Alongside the cost-of-living crisis, retailers have

battled through years of rising costs – from rent and

wages, to energy, insurance, transportation and all

kinds of supply chain impacts.

“Retailers are particularly keen for the government

to take measures to lift flagging productivity and to

see the cost-of-living relief measures flow through to

the checkout.”

The ARC was formed due to a merger between

the Australian Retailers Association (ARA) and the

National Retail Association (NRA).

The week before the election, the ARA published a list

of key areas that should be prioritised: cost-of-living

relief, small business investment, digital innovation,

energy transition, and workforce and skills training.

Rodwell also highlighted the impact of US tariffs,

recently installed by President Donald Trump.

“In recent months, retailers have also had to

come to grips with the impact of the US tariffs,”

Rodwell explained.

“This is a huge shock for retailers, exacerbating

supply chain and cost pressures. For many, especially

smaller retailers, there is limited capacity to absorb

these costs. It will be tough for them to stare down the

pressure to raise prices in the coming months.

“While we recognise the government has limited

options to deal with this volatility in its negotiations

with the United States, it does have the capacity to

offset impacts by redoubling efforts to reduce the red

tape and cost burden of Australian businesses.”

The ARA report also noted several ‘gaps’ which need to

be addressed, including retail crime, skilled migration,

industrial relations, and energy costs.

Digital retail fraud: ‘Scam shops’ target

Aussie consumers, damage local businesses

A special investigation has uncovered an

alarming trend that targets Australian

consumers with misleading and deceptive

advertising.

The Guardian recently published an investigation

into what are described as ‘ghost stores’,

bricks-and-mortar retail outlets promoted

by online retailers that do not exist.

Jeweller describes this practice as ‘scam shops’.

These scam shops are elaborate online

operations that go to great lengths to create

websites promoting supposed family-owned

businesses that are, for one reason or another,

conducting Closing Down Sales.

The investigation highlighted a high-street store

in Byron Bay that promotes heavily discounted

products because its owners are retiring.

The problem is that not only do the owners

photographed in front of the business not exist,

but neither does the actual store. It’s a scam!

The Guardian’s investigation found more than

140 ghost stores, with businesses falsely

marketing themselves as Australian.

“Guardian Australia, aided by consumer

experts, has tracked more than 140 online

ghost stores, all of which pretend to be

local businesses and are often accompanied

by a fictitious story telling consumers they

are closing down and must get rid of stock,”

writes Catie McLeod.

Investigators hope a black signet ring with an

unusual inscription could be critical in solving a

53-year cold case.

A group of children discovered the body of an

unknown man in Victoria’s Steavenson River on

25 December 1971. Believed to be in his 40s or

50s with dark hair and a large build, the man was

discovered with a gold unicorn watch and a black

signet ring.

"The analysis shows that the number of

misleading sites, and threats to Australian

consumers, is far more prevalent than previously

known."

The report continues: “The majority of the

identified ghost stores – based on analysis by

Guardian Australia, evidence from customers,

and a running list of sites compiled by the Scam

Alerts Australia Facebook group – have been

built using the Shopify e-commerce platform.”

The Australian Competition and Consumer

Commission (ACCC) is investigating this

concerning trend after a spike in complaints.

Consumer Policy Research Centre’s Erin Turner

said online platforms must do more to prevent

these businesses from reaching Australian

consumers.

“Platforms like Shopify and Instagram are

making money as these ghost stores pay for

advertising and support,” she said.

“We should call this what it is: digital retail fraud.

Without coordinated action from digital platforms

and regulators, these fraudsters will keep

gaming the system.”

Jeweller’s 2024 State of the Industry Report noted

the increasing influence of retailers operating

without a traditional storefront, which included

‘showroom’ jewellers.

Could a signet ring be the key to solving a cold case?

The ring has a mysterious inscription: '21.4.71

P.U.C.K.' Investigators believe this inscription

may have been a Cyrillic term which means

'risk' in English.

Details of the cold case have been made

public, and the man is believed to be from

a nearby Ukrainian youth camp. Alexandra

Crime Investigation Unit Detective Sergeant

Flyn Loughlin said that any information would

be helpful.

"We are confident that there is someone out there

who knows something that can help determine

who this man was," he said.

"This may have occurred back in 1971, but this

man was someone's son; he had a family, and

there were those who loved him."

A coronial inquest determined the cause of death

was consistent with drowning. Victoria Police

have contacted the Ukrainian embassy and the

camp; however, no additional information about

the man’s identity has emerged.

16 | May 2025

News

FBI chasing suspects after million-dollar heist

The Federal Bureau of Investigation (FBI) has

been called to investigate a jewellery heist

in Los Angeles with all the markings of a

Hollywood film.

Uncertainty continues

for Aussie opal miners

amid ongoing review

Gold and jewellery valued at around $USD10

million ($AUD15.77 million) was stolen from

a jewellery store in downtown Los Angeles

after criminals tunnelled through multiple

reinforced walls.

Love Jewels Inc, located on Broadway Avenue in

the downtown jewellery district, is well-known on

social media as a source of jewellery for rappers,

offering extravagant statement pieces.

Los Angeles Police Department Captain Raul

Jovel told reporters that tunnelling into jewellery

stores, while rare, isn’t unheard of.

“They went for some really thick old walls. They

went into one small room and then through a

second wall. This was serious digging,” Jovel told

the LA Times.

Investigators suggested that professional

burglars entered the store by drilling through

a wall from a nearby cinema and spent several

hours inside.

Sales among Australia’s independent jewellery

retailers modestly declined in March.

The latest report from Retail Edge Consultants

uncovered a 4.4 per cent decrease in revenue

on a year-on-year comparison and a 9 per cent

decline on a two-year comparison.

This followed consecutive sales increases in

February and January. With that said, the report

noted that the pace of decline in March has

eased comparatively.

Unit sales decreased by 9 per cent in March on

a one-year comparison and 17 per cent when

compared with 2023.

“While this marks the second consecutive March

of contraction, the pace of decline has eased

slightly from the previous year,” general manager

Leon van Megen explained.

“This continued downward trend in volume may

suggest a shift in consumer preference toward

fewer but higher-value purchases.”

The average retail sale (inventory only) increased

to $285, rising by 6 per cent compared with

March 2024 and 11 per cent with March 2023.

Taking a closer look at categories, sales of

diamond jewellery decreased by 6 per cent year

over year, with the analysis suggesting that this

indicated a return to market conditions similar

to those experienced before the-19 pandemic.

Media reports detail security footage of the

incident, in which a massive drill can be heard

carving through the walls.

Investigators believe the burglars cut the security

camera feed after entering and said there are

no images of the suspects inside the business.

Staff at the jewellery store learned of the theft on

Monday morning.

Jewellery sales shifting to pre-pandemic conditions

Sales of colour gemstone jewellery decreased

modestly (1.5 per cent) on a year-on-year

comparison, while silver and alternative metals

jewellery revenue declined sharply by 24 per cent.

Finally, sales of jewellery without a precious

gemstone or diamond decreased by 7 per cent.

Analysis of the pattern in laybys in dollar

terms between new orders and pickups and

cancellations was positive, while declines

were noted in services, such as repairs, and

special orders.

The future of the opal mining industry remains unclear

following a visit to Lightning Ridge by representatives

from the NSW Government.

An independent review into the statutory framework

for small-scale titles was completed in June 2024

with the release of 81 recommendations.

A working group featuring opal miners, landholders,

and other key stakeholders was established to

review these recommendations and advise the

NSW Government.

Local media detailed a visit from MP Roy Butler and

Minister for Resources Courtney Houssos to

Lightning Ridge on 7 April to meet with local

community members.

"The law as it stands now is cumbersome and requires

updating. Following this trip to Lightning Ridge, the

Minister has seen firsthand how the law impacts those

on the ground and how changes to those laws will

affect stakeholders,” Butler said.

"The aim of the review and the meeting this week is

to formulate a better framework than we have now.

I want this resolved quickly, but not at the expense of

doing it properly."

Lightning Ridge Miners Association president

Sebastian Deisenberger said it was a productive visit.

"The main issue that we have is access to land. In the

Lightning Ridge Mining District, it was always pretty

clear that there was dual occupancy of mining and

grazing,” Deisenberger explained.

"Normally, they coexist, but of course, there's always

room for some conflict. We have to coexist, and we

should all work in harmony. Everybody should know

what their rights are."

He added: "There will be room for further discussion.

We will keep in touch with the minister's office and try

to get another meeting."

Minister Houssos commissioned the review following

the discovery of 3,343 mineral claims in Lightning

Ridge and White Cliffs impacted by invalid decisions.

May 2025 | 17

News

Global jewellery industry

relieved as pause on Trump

tariffs confirmed

Ancient shipwreck treasure ends 500-year mystery

The global jewellery industry released a collective

sigh of relief when it was confirmed that the US

Government’s recently installed reciprocal tariffs

would be paused for 90 days.

President Donald Trump initially announced that

a minimum tariff of 10 per cent would apply to all

imports to the US from 5 April; however, many

nations faced much higher tariffs.

Five days later, Trump announced on social media

that while tariffs on China would be raised to

125 per cent, other countries would be granted

a basic 10 per cent tariff and a 90-day day pause

had been authorised.

Reactions to the announcement have been

predictably mixed. Ardent critics of President

Trump described the rapid change in stance

as a ‘retreat’ and suggest widespread political

condemnation made the new trade policy

indefensible.

Conversely, supporters of President Trump

suggested that another ‘masterclass’ of negotiation

opened the door for the favourable restructuring of

trade deals with otherwise unwilling parties.

In terms of the jewellery trade specifically, analyst

Paul Zimnisky told JCK Online that the 90-day

pause would temporarily allow the diamond

industry to resume business as usual.

The change in stance has been well-received in

India, the source of most of the world’s polished

diamonds, as fears for the future of the industry

quickly spread when the initial 26 per cent tariff

was declared.

The European Union has confirmed that it will not

include polished diamonds in the ‘countermeasure

package’ it has created in response to the new US

reciprocal tariffs.

The Antwerp World Diamond Centre welcomed the

announcement, with a report from Rapaport News

revealing that the move would damage Belgium’s

diamond industry without meaningfully impacting

the US.

In other news, the Israel Diamond Exchange has

quit the World Federation of Diamond Bourses

in frustration over the organisation’s response to

the tariffs.

The Gemological Institute of America is temporarily

increasing service at its Hong Kong and Dubai

laboratories in response to the tariffs.

A report from Le Monde has detailed the pressure

these tariffs placed on European luxury goods titan

Louis Vuitton Moët Hennessy.

Finally, it’s been suggested that China may ‘open

the floodgates’ for counterfeit manufacturers –

particularly those who target US luxury brands - in

response to the tariffs.

The discovery of long-lost treasures in a

shipwreck has provided researchers with

critical insights into European culture nearly

500 years ago.

Miners working for the De Beers Group

discovered a collection of copper ingots and the

remnants of elephant ivory while excavating in

Namibia in early 2008.

Further investigation revealed that the remains

of the Bom Jesus had been found scattered in

three locations along the coast.

The Bom Jesus set sail from Lisbon (Portugal) in

March 1533, intending to reach the Indies. After

a storm struck the ship, it disappeared without a

trace, and its fate was the subject of speculation

for nearly 500 years.

Archaeologists unearthed approximately 2,000

gold coins, hundreds of kilograms of copper

ingots, and a range of artifacts.

These coins are an important source of

information about the trade and economy of the

Portuguese Empire. Furthermore, coins from

France, Italy, and Muslim states were found,

providing a detailed map of the trade network.

Timothy Insoll from Manchester University said

the remains of the ship offered valuable insight

into life in the 16th century.

"This is a very significant find, particularly the

supporting items like the religious artifacts and

clothing, which can give us fascinating insights

into what was a very important period of history,"

he told The Jerusalem Post.

The Bom Jesus also carried around 100 elephant

tusks, which offered ecologists insights into the

history of Africa's elephant populations.

The Jasper House Museum in Namibia launched

an exhibition of the treasures discovered in the

shipwreck in August 2024.

Rolex breaks drought and releases new model

Swiss watchmaking juggernaut Rolex has

released its first new model in more than

a decade.

The slim sports watch is known as the Land-

Dweller. It is highlighted by a thin 9.7mm

case integrated with a flat link bracelet. It is

available in white gold, platinum, Oystersteel,

or Everrose gold with diamonds. The watch

comes in two sizes: 36mm and 40mm.

This is Rolex’s third ‘Dweller’ model, following

the Sea-Dweller (1967) and the Sky-Dweller

(2012). The company said the development of

the product took seven years and required 32

patent applications.

“The Land-Dweller is the embodiment of

what makes Rolex, Rolex. It's on trend,

rooted in references from decades ago, and

differentiated from what other brands are

offering,” writes Rich Fordon for Hodinkee.

“The Dynapulse escapement and the

perfecting of this technology on an industrial

scale is something that only the Crown could

do entirely in-house and has the potential to

force the entire mechanical watch industry

into an era of chronometry and innovation.

“The watch speaks to what makes enthusiasts

worldwide pay attention to the Palexpo for at

least one morning in April. Whether using silk

caps in show windows or the world's greatest

tennis player's social media feed to launch

its next watch, what Rolex does changes the

entire world of watches. And on that, you can

set your, well, watch.”

Reaction to the release has been mixed – as

is just about always the case in the watch

industry. Critics suggest that the technical

advances are impressive; however, the design

itself has been questioned.

18 | May 2025

News

Mazzucchelli’s opens new flagship store

with special event in Perth

Western Australian jewellery chain Mazzucchelli’s has opened a new flagship

store in Perth with a special event.

The opening of the Murray Street location was attended by special guests and

featured a display from the West Australian Symphony Orchestra.

Influencers such as Lissy Graham, Rahnee Bransby, and Lorna McNabb were

guests, and ballerina Melissa McCabe performed. WA Liberal leader Basil

Zempilas performed the official ribbon cutting.

A limited-time exhibition of unique Argyle pink diamond jewellery, as well as

pieces from Mazzucchelli’s VIP Diamond Collection and Perla by Autore, was

also showcased.

Mazzucchelli’s is operated by The Jewellery Group, with the chain’s store

count climbing to 28 – with 12 locations in Western Australia, seven in

Victoria, five in New South Wales, and four in South Australia. The Jewellery

Group also owns Zamels.

CEO Mudit Vora said it was an opportunity to reflect on the 122-year history of

the company.

“The opening of our flagship boutique is a defining moment for Mazzucchelli’s

Jewellers, elevating our retail experience to new heights,” he said.

“Every detail has been carefully considered and continues to tell our story,

balancing rich tradition with contemporary sophistication.”

Melbourne-based studio Kaleidoscope designed the store, which features

copper rose gold mesh curtains and marble countertops.

Pandora appoints new leader in

Australia and New Zealand

Pandora has appointed Beth Glancey as general manager of Australia

and New Zealand.

Glancey replaces outgoing general manager Travis Liddle, who

announced his resignation in February. Her appointment with Pandora

follows a tenure as CEO of Australian fashion brand Aje and Aje Athletica.

Glancey has also worked as general manager of Australia and New

Zealand for Sephora, working under Louis Vuitton Moët Hennessy (LVMH).

“Pandora stood out to me for its globally unique brand and

its unwavering dedication to accessibility, craftsmanship and

sustainable innovation,” she said.

“The brand has been through an incredible transformation over the past

few years and I am excited to be part of this ongoing evolution. I very

much look forward to joining the team in June.”

Glancey will start with Pandora at the Sydney head office on 2 June.

Australia’s Longest

Operating Watch Brand

ClassiqueWatches.com

Become a stockist today 02 9290 2199

May 2025 | 19

News

Victim of $20 million theft

searches for clues

Gold prices prove troublesome for local jewellers

A special report on the impact of rising gold

prices has provided perspective from the

Australian jewellery industry.

A Sydney Morning Herald report detailed a 20

per cent increase in the cost per ounce of gold

between January and April and an almost 40

per cent spike over the past year.

Several contributors highlighted the

consequential impact on the local jewellery

trade. Among them was Jenny Chiu of Jenny

Chiu Weddings, who explained that the rising

price of gold complicated family dynamics

and traditions for Asian consumers.

The victim of a multi-million dollar burglary in

December has publicly addressed the incident for

the first time and repeatedly requested anyone with

information to contact investigators.

In a brazen theft that has baffled investigators, a

criminal entered a 13-bedroom mansion on Avenue

Road in London on 7 December and departed after

19 minutes with property valued at £10.4 million

($AUD20.77 million).

Among the stolen items are a Graff 10.7-carat

diamond ring, two butterfly diamond rings by De

Beers, a Hermès 3.03-carat ring, an aquamarine ring,

and a Niloticus Lumière necklace.

The home belongs to Hong Kong socialite Shafira

Huang, who is married to property developer Vincent

Wan. In a social media post, she said the incident was

emotionally scarring.

“What I'm sharing in this video is to remind us that

what was taken from me wasn't just physical — it was

deeply personal,” Huang explained.

“Moments with loved ones, markers of growth,

including some of them passed down from my mother

and memories that can't be replicated. I believe

someone, somewhere, may know something.”

She continued: “Every clue counts — I truly believe that

if the responsible party is ever brought to justice, it will

spare more families from enduring such a violation of

safety and trust.”

As reported by the Daily Mail, CCTV footage of the

suspect stealing jewellery and other luxury products

has also been released. He’s described as ‘moving like

Spider-Man’ to avoid detection. Eight people were in

the house at the time of the theft.

“Everyone's first impression is that this must have

been an inside job. But I am of the opinion that it was

not an inside job,” a spokesperson for the family said.

"I cannot disclose the full picture but there were a

number of coincidences that were fortunate for the

thief and unfortunate for the family. He must have

monitored the house, whether with inside information

or not. In my opinion, he could have used a drone for

surveillance to see where to gain access.”

The couple has offered a reward of up to £500,000 for

information leading to the thief’s arrest.

Nadia Neuman, creative director of Sydneybased

Mondial by Neuman, said it was

a complicated subject, adding that gold

remains attractive for heirloom jewellery.

Melbourne’s Cushla Whiting explained

that the rise in precious metal prices has

significantly impacted the sale of fine

jewellery and engagement rings.

“It’s affecting everything for us. In the first

couple of years, we didn’t increase our prices

at all, but now it’s got to the point where if we

were to replace something in stock, we’re

actually losing money,” she said.

“A lot of our heavier custom pieces we’re

offering in silver. To make them in gold now

would just be unobtainable for most.”

She added: “It’s ironic that all these chunky

gold pieces have come back into fashion

because it’s so expensive.

Melbourne's Seb Brown addressed the

increasing appeal of silver jewellery.

A diamond industry activist has released a

new video addressing the alleged ‘unspoken

realities’ of mining in some of the world’s

poorest countries.

The Kimberley Process Civil Society Coalition

(KPCSC) is an organisation acting as an observer

of the Kimberley Process Certification Scheme.

The KPCSC has been a vocal critic of the

diamond industry in recent years, accusing the

Kimberley Process of failing to address violence

and human rights abuses surrounding the

diamond trade.

The organisation has released ‘Diamonds –

Beyond Shining Illusions’ – a 17-minute video

featuring interviews with artisanal miners in

Sierra Leone, Lesotho, and the Democratic

Republic of Congo.

“I always prefer to use gold as it is such a

beautiful material to work with and to wear,

and the finishes you can achieve are so vast,”

he explained.

“The gold price has gone up around 40 per

cent in the past few years, so has the price

of almost everything, so it’s a tricky time for

businesses in general.”

“The price of the raw material can fluctuate

between the order being made and the pieces

being produced, meaning the bottom line can

be affected by 5 to 15 per cent.

Brown added: “Silver is a great option for

that, because our customers can stretch their

budgets and design something really unique.”

A recent report from JCK Online suggested

that since the beginning of the year, the price

of gold has increased by more than 26 per

cent, as much as it increased for all of 2024.

Activist organisation releases new video

highlighting alleged diamond mining controversy

“The claim that 99 per cent of diamonds are now

conflict-free eclipses persistent and systemic

challenges on the ground,” the organisation said.

“Beyond Shining Illusions gives a voice to local

residents and artisanal miners directly affected

by large-scale diamond mining operations.

“In their testimonies, they share ongoing

struggles, highlighting cases of violence by

security forces protecting mining operations, air

and water pollution due to blasting and tailings

management practices, and an overall lack of

socio-economic benefits.”

The KPCSC has also repeatedly called for a

change to the definition of ‘conflict diamonds’,

joining a chorus of critics who argue that

the term is too narrow to impact the trade

meaningfully.

20 | May 2025

News

LVMH navigates uncharted waters amid Trump trade war

Arnault said LVMH would consider increasing prices

in the US market to adjust to the tariffs on a caseby-case

basis.

A report from the New York Times reveals that LVMH

is advising European leaders to resolve the trade

dispute amicably, and that a failure to do so would

force LVMH to increase production in the US.

The aggressive launch and sudden reversal of US

President Donald Trump’s reciprocal tariffs have

thrown unexpected challenges at a leading figure in

the jewellery industry.

A special report published in February detailed a

40-year friendship between President Trump and

Louis Vuitton Moët Hennessy (LVMH) chairman

Bernard Arnault.

That relationship has been tested in recent weeks

after President Trump announced a flurry of

reciprocal tariffs. With the LVMH’s share price

decreasing dramatically, Arnault said the company

was placed in “uncharted territory.”

“Until the end of February, everything was going very

well. Then we came up against a global economic

geopolitical situation that was turned upside down by

potential customs duties,” Arnault told shareholders.

LVMH recently announced that it had missed sales

targets for the quarter; however, jewellery and watch

brands were resilient.

“LVMH is in a trickier situation. Although a huge

portion of its customer base is made up of highwealth

individuals for whom a few thousand extra

dollars do not mean much, the group had cultivated

growing ranks of so-called aspirational consumers

through a range of less expensive products, like

perfumes and key chains,” writes Liz Alderman.

“Now, tariffs risk pushing up inflation, Mr Arnault

said, a shift that could cause those customers to pull

back on spending. Higher inflation could, in turn,

prompt higher interest rates, another phenomenon

that would hurt consumers, he said.

“Mr Arnault declined to answer questions about

whether he had spoken directly with Mr Trump.

But in France, speculation has run rampant that

he may have Mr Trump’s ear, especially after the

French billionaire was seated along with his wife

and two of his adult children just behind former

Presidents Barack Obama and Joseph R. Biden Jr.

at the inauguration.”

Amid speculation about the future of LVMH,

Arnault recently confirmed he wants to extend

the age limit associated with leading the company

for a second time.

Astronaut's Omega Speedmaster returns millions at sale

The sale of a gold Omega Speedmaster owned by

astronaut Neil Armstrong, the first man to walk on

the moon, has concluded with a major return.

The event, hosted by Boston-based RR Auction,

concluded on 17 April. The watch is one of 28 created

for a celebratory event in 1969. The watch was sold

for $USD2,125,000 ($AUD3,311,670).

Half of the price will be donated to charitable causes

previously supported by Armstrong, and a portion

of the return will also be donated to the Brian

LaViolette Scholarship Foundation.

Before the auction, Mark Armstrong, son of the

first man on the moon, said it was an important

opportunity to assist worthy causes.

“A substantial portion of the proceeds from the sale

of this watch will benefit charitable causes my father

believed in, furthering the impact that he and many

other Americans made to humanity more than half a

century ago,” he explained.

A Rolex owned by another NASA astronaut was

sold at auction in November for $USD2.2 million

($AUD3.3 million).

A new range of Argyle pink & blue

diamond jewellery, from one of

the original Argyle Pink Diamond

Select Ateliers.


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May 2025 | 21

Events Not to Miss

UPCOMING EVENTS

2025 Calendar

15 MAY

–

17 MAY

MAY

05

06 JUN

–

09 JUN

AUGUST

08

JAPAN

29th International

Jewellery Kobe (IJK)

Kobe International Exhibition Hall

KOBE, JAPAN

ijt.jp/kobe

10 JUL

–

13 JUL

10 MAY – 13 MAY

Oroarezzo International

Jewelry Exhibition

Arezzo Fiere e Congressi

AREZZO, ITALY

oroarezzo.it

15 MAY

–

17 MAY

JCK Las Vegas

The Venetian Expo, Las Vegas,

NEVADA, USA

lasvegas.jckonline.com

18 JUN – 21 JUN

The Unique Show

Le Méridien Beach Plaza

MONTE-CARLO, MONACO

theuniqueshow.com

23 AUG

–

25 AUG

International Jewellery Fair

ICC Sydney, Darling Harbour

SYDNEY, AUSTRALIA

jewelleryfair.com.au/IJF

SINGAPORE

Singapore International

Jewelry Expo

Sands Expo & Convention Centre

SINGAPORE

jga.exhibitions.jewellerynet.com

UNITED STATES

JCK Las Vegas

06 JUN

–

09 JUN

The Venetian Expo, Las Vegas, NEVADA

lasvegas.jckonline.com

23 AUG

–

25 AUG

29th International

Jewellery Kobe (IJK)

Kobe International Exhibition Hall

KOBE, JAPAN

ijt.jp/kobe

16 MAY – 18 MAY

Antalya Exclusive Jewellery

Show

Antalya Expo Centre

ANTALYA, TURKEY

esfafuar.com.tr/antalya-jewellery-show

23 MAY – 26 MAY

International Jewelry Vietnam

Nguyen Du Stadium

HO CHI MINH CITY, VIETNAM

vietnamjewelryfair.com

JUNE

06

19 JUN – 22 JUN

Jewellery & Gem ASIA (JGA)

Hong Kong

Hong Kong Convention and

Exhibition Centre

HONG KONG, CHINA


27 JUN – 30 JUN

Malaysia International

Jewellery Fair

Kuala Lumpur Convention Centre

KUALA LUMPUR, MALAYSIA

mijf.com.my

JULY

10 JUL

–

13 JUL

07

27 AUG – 29 AUG

Japan Jewellery Fair (JJF) Tokyo

Tokyo Big Sight

TOKYO, JAPAN

japanjewelleryfair.com

29 AUG – 31 AUG

Inova Collection Hofheim Am

Taunus

Messecenter Rhein-Main

HOFHEIM AM TAUNUS, GERMANY

inova-collection.de

09

SEPTEMBER

06 SEPT – 08 SEPT

Bijorhca Paris

Porte de Versailles

PARIS, FRANCE

whosnext.com

4 JUN –7 JUN

Las Vegas Gem, Mineral

& Jewelry Show

OCTOBER

10

AUSTRALIA

International Jewellery Fair

ICC Sydney, Darling Harbour

SYDNEY, AUSTRALIA

jewelleryfair.com.au/IJF

The Expo at World Market Center

LAS VEGAS, NEVADA

jogsshow.com/las-vegas-gem-andjewelry-show/

5 JUN –8 JUN

Las Vegas Antique Jewelry

& Watch Show

Singapore International

Jewelry Expo

Sands Expo & Convention Centre

SINGAPORE


10 OCT – 11 OCT

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Thessaloniki International Exhibition &

Congress Center

THESSALONIKI GREECE

kosmima-expo.gr/en

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May 2025 | 23

10 Years Ago

Time Machine: May 2015

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

May 2015

ON THE COVER

JULIE SANDLAU

Editor’s Desk

Are you open for business?

Why not check, you could be surprised

"And therein lies the point: Gen Y is

becoming an economic powerhouse and

the way they shop is very different to their

predecessors.

Their smartphones are weapons against

business, tools to secure the deal.

Not only do they have the gall to compare

your prices against your competitors while

standing in your store but their need for

instantaneous gratification and service

means everything in your business must be

digitally friendly to get them in the door in

the first place."

Historic Headlines

Latest De Beers investment to benefit diamantaires

Aussie opal considered for world stage

CIBJO seeks to ‘monitor’ diamond labs

Endless demand for new Danish jewellery brand

Aussies win international jewellery awards

‘Dad’s Army’ charged for Hatton

Garden jewellery raid

A group of somewhat unlikely suspects have

been charged in relation to the high-profile

Hatton Garden jewellery heist.

Eight men, who range in age from 48 to 76 and

have been described as a “Dad’s Army” by

various news reports, were charged on Thursday

21 May with conspiracy to burgle.

Another 42-year-old suspect was arrested on

the same day and charged on Friday 22 May with

the same crime.

The robbery occurred in April this year at a safety

deposit business located in London’s jewellery

and diamond district, Hatton Garden. The theft

made international headlines not only because

about £200 million (AU$396.3 m) in jewellery

and other items were estimated to have been

stolen but also because the brazen operation

resembled the kinds of highly complicated,

fictitious heists seen in Hollywood movies.

STILL RELEVANT 10 YEARS ON

"What is the best way to achieve that

goal? By engaging the customer in a

meaningful and personal dialogue."

$25M jewellery heist rocks Cannes

ahead of red carpet event

Cannes – the French city renowned for

hosting the international film festival – has

again been targeted by jewellery thieves

who this time have stolen millions of

dollars in jewellery and watches from a

high-end retailer.

The burglary reportedly occurred at a Cartier

store located on the famous seaside Croisette

walkway at around 11:00am on Tuesday 5 May –

one week before the annual Cannes international

film festival.

According to various media sources, a masked

thief threatened staff and customers inside the

store with a gun while two accomplices with

scarves covering their faces stuffed jewellery

and watches into bags. The three fled the

building to meet a fourth suspect waiting outside

in a getaway car, which was later found on fire in

another area of the city.

READ ALL HEADLINES IN FULL ON

JEWELLERMAGAZINE.COM

Soapbox

Don’t hate; differentiate

"Then there are value-adds to consider:

What is your ring-sizing policy? What will

you do if the bride-to-be doesn’t like her

ring? Do you offer free stone checks? Do

you have an upgrade policy? Do you have

a reduced repair price list for jewellery

made or sold by you?

The injustices in the industry can be hard

to stomach but let’s focus on the issues

that we can actually do something about –

those that affect our bottom lines.

Position yourself smartly, educate

prospects and be up-front about your

service and support."

Mollie Burford

Mollie Burford Jewellery

De Beers to sell flagship

diamond mine

The De Beers Group is looking to sell its wellknown

Kimberley diamond mining operation,

which was said to have dominated the diamond

industry for nearly a century.

According to De Beers, the Kimberley Mines,

located in the Northern Cape province of South

Africa, no longer fits into the company’s strategic

plan and asset portfolio, and it has consequently

decided to sell the operation.

“We’ve reached a stage where we as De Beers

won’t be able to take [the operation’s] life beyond

2018,” Kimberley Mines general manager

Malcolm Hendrickse explained. “We’ve looked at

the scenarios and we are not in a position, with

our current cost structure and way of operating,

to extend it beyond 2018.”

Industry on high alert for

undisclosed treated diamonds

The diamond industry has taken swift action in

an attempt to address suspicions that hundreds

of undisclosed treated stones have hit the

global market.

The furore was instigated last week when

the Gemological Institute of America (GIA)

recalled 424 diamond grading reports. A GIA

alert explained there was reason to believe

approximately 500 colourless to near-colourless

diamonds submitted to the organisation’s Israel

laboratory had been subjected to an “undisclosed

temporary treatment”.

“GIA believes that the treatment is a process

that temporarily masks the inherent colour of

the diamond and can lead to a higher grade,” the

laboratory alert read, adding that the treatment

could potentially improve the colour by up to

three grades.

24 | May 2025

Confidence

in

Diamonds

Starts with up to date knowledge

Gem-Ed Australia

SCAN FOR INFO

/GemmologicalAssociationGAA

@gaa_australia

GemmologicalAssociationofAustralia

26 | May 2025

REVIEW

Gems

Brazil: The unrivalled beauty of Aquamarine

Aquamarine has been mesmerising people

for centuries; however, when it comes

to the throne of sea-blue gemstones,

there are many challengers.

The Beryl family includes morganite

and heliodor; however, it is famous for

two gemstones in particular: emeralds

and aquamarines.

Whereas an emerald is a green gemstone with

blue undertones, its sister aquamarine is blue

with green undertones. As the name suggests,

the colour of aquamarine is reminiscent of the

sea, with hues ranging from light blue to greenblue

to deep blue.

While not as famous as emerald, aquamarine

has a few qualities that secure its place as

one of the world’s most precious gemstones,

namely, size and clarity.

Unlike emeralds, which become notoriously

fractured during formation making cutting

and fashioning more fraught, aquamarine

forms in large crystals which are often void of

visible inclusions.

The most sought-after colour has been dubbed

‘Santa Maria’, a saturated deep blue originally

found in gemstones from the Santa Maria mine

in Brazil.

With the supply from that mine mostly

exhausted and the rich blue colour now being

found in other areas across the globe, the

term ‘Santa Maria’ has been expanded to

include gemstones that meet strict colour

grading criteria.

With that said, it is often inappropriately

applied, and it pays for jewellers to be wary

of any gemstone described as a ‘Santa

Maria aquamarine’ and to undertake further

investigation before paying a premium price.

Most aquamarines are a paler blue and this

is why we will often see aquamarines cut

in larger sizes, with Brazilian gemstones

needing to be at least 10 carats to attain the

best depth of colour.

This might also explain why some of the

world's most famous aquamarines are not

found in jewellery but are incredibly large

gemstones. The largest is the Dom Pedro

aquamarine tower, which is 35cm in length

and weighs an enormous 10,363 carats.

Remarkably, the original rough crystal was

even larger but broke during removal from

the Minas Gerais mine.

Historically, Brazil has been the most important

source of aquamarines. Indeed, the blue stone

is so synonymous with the South American

country that it became a favourite of Brazilian

presidents to gift foreign dignitaries.

This includes the Roosevelt Aquamarine, an

impressive 1,300-carat faceted gemstone gifted

to Eleanor Roosevelt, the then-First Lady of the

United States, in 1947.

Despite its luxury status, it is interesting to

note that aquamarines are not gemstones

likely to be made synthetically. Instead, it is

more common in the market to see an imitant

masquerading as an aquamarine, such as

synthetic blue spinel or blue topaz.

Other imitant gemstones to watch out for are

blue tourmaline, blue zircon, and blue apatite.

To the consumer, the question can be: Why

should they pay more for an aquamarine when

they can get a similar colour in blue topaz as an

inexpensive alternative?

To answer that question, it is worth educating

yourself on the difference between the

colouring of the two gemstones.

To achieve a blue colour in topaz, the gemstone

must undergo treatment in a nuclear reactor

before being stored for a period to reduce

radioactivity to acceptable levels.

Supply is plentiful, and it is a popular choice for

affordable jewellery.

Brazil is home to more than a hundred different

varieties of gemstones and plays a significant role

in the jewellery trade.

Family:

Hardness:

Toughness:

Colour:

Cause of colour:

Main sources:

Acceptable treatment:

THE FACTS

Brittle

Pale blue to greenish blue to rich blue

Ferrous Iron (Fe2+)

Brazil, Madagascar, India, Pakistan,

Namibia, Mozambique

Heat

By contrast, aquamarine is a much rarer

gemstone and is naturally blue. Most gemstones

only undergo moderate and permanent heat

treatment to intensify the shade of blue and

remove any green or yellow undertones.

As always, a natural gemstone with minimal

intervention will be greatly valued in comparison

with a synthetic or highly treated alternative.

Aquamarine is associated with fine jewellery

and has a long and prestigious history. It enjoys

a revered place on the market and is sure to

fascinate for many years to come.

NATALIE HAMBLY is a Sydney-based writer and

gemmologist with a background in journalism

and media. For more information on gems and

gemmology, visit www.gem.org.au

May 2025 | 27

AUSTRALIAN JEWELLERY FAIR

Fun in the Sun

T

he Australian Jewellery Fair (AJF)

concluded on the Gold Coast after

what many people described as

two busy days of trading, providing the

local industry with a much-needed surge

of enthusiasm for the year ahead.

For the second consecutive year, buyers and

suppliers from across Australia flocked to the

Gold Coast Convention and Exhibition Centre.

In the days leading up to the fair's opening,

another curveball was thrown at the jewellery

industry when the Australian federal election

was confirmed for 3 May.

Many industries ‘freeze up’ when an election

is announced, as the wait for more information

about policy changes - and the impact they

will have on business - begins.

With that said, Expertise Events managing

director Gary Fitz-Roy said he was very

surprised at the response by retailers to

the announcement, with sales exceeding

expectations.

“The Australian Jewellery Fair completely

redefined my expectations. I don’t think I’ve

ever seen a trade show where people enter

immediately after the launch of an election

campaign and race to start placing orders,” he

told Jeweller.

“I’ve been doing this for a long time. Everyone

knows that as soon as an election is called,

markets grind to a halt. The truth is there

will be a winner and a loser, and business

will resume.

"The response doesn’t make sense, and it

happens around every election, but this show

was different.”

He continued: “This was exactly the kind of

event the industry needed to build positive

momentum. Within five minutes of the doors

opening, retailers were already sitting down and

placing orders. It was terrific to see.”

Among the exhibitors was John Rose of West

End Collection, who was quick to echo this

sentiment. He explained that the event was a

critical opportunity to showcase new products

and provide live demonstrations.

“The Australian Jewellery Fair on the Gold Coast

had an amazing turnout. From the moment

the doors opened at 10 am on Sunday, retailers

streamed through the door,” he said.

“It was the ideal event for us to release our

new custom diamond jewellery platform which

allows retailers to quickly and easily receive

CADs, renders and quotes for all custom

jewellery work.

“We ran presentations throughout both days of

the fair, demonstrating the latest technology

that we recently launched, linking jewellers

directly to our factory and design team.”

What was also apparent was the importance

of face-to-face communication, a factor that

was once again extensively highlighted. It was a

difficult lesson for the jewellery industry to learn

during the COVID-19 pandemic, as you don’t

know what you’ve got until it’s gone.

Retail Edge Consultants business advisor

Malcolm Scrymgeour said the fair was a critical

opportunity to brief retailers about changes to

the company.

“We had a very successful two days at AJF.

We connected with many suppliers; we had

two presentations to retailers; had dozens of

in-depth conversations with our retail partners;

we’d rate it our most successful AJF yet,”

he said.

It was a similar story for first-time exhibitor

Centrestone Jewellery Insurance. With the

Queensland market continuing to increase

in significance, managing director Lachlan

Renshaw said meeting face-to-face with local

jewellers was rewarding.

“The 2025 Gold Coast Fair was the first time

Centrestone Jewellery Insurance had exhibited,

and we look forward to returning next year,"

he explained.

“It was a fantastic opportunity to meet new

faces and connect with our buying group and

Queensland partner jewellers."

Exhibitors have their say

The Australian Jewellery Fair returned to the

Gold Coast in 2024. The event's open model

received widespread praise, as tables and

dividers reduced the costs associated with

constructing stands for exhibitors.

According to many exhibitors, this format

encourages more open communication between

buyers and suppliers and provides a more

relaxed atmosphere among exhibitors. Ikecho

CEO Erica Miller said it was pleasing to step into

the same atmosphere again.

“There was a great buzz in the room throughout

the fair, with Sunday being especially busy for

Ikecho. It was so lovely to reconnect with our

wonderful clients and showcase our latest

designs,” she said.

28 | May 2025

“Our new Autumn collection and 9-carat gold

huggies were definitely a standout — everyone

was loving the fresh styles! It was so nice to be

on the Gold Coast, and we’re already looking

forward to next year.”

Duraflex Group Australia’s managing director,

Phil Edwards, provided similar insights.

Presenting brands such as THOMAS SABO,

WOLF and Daniel Wellington – along with

the newly acquired DKNY Watches – he said

it was great to speak with optimistic and

upbeat buyers.

“It was a great two days on the Gold Coast, with

excellent attendance and positive energy in the

room. As always, it was a well-organised event,

and it was great to have all buying groups in one

location together,” Edwards explained.

“The retailers we connected with were positive

with pro-active conversations whilst remaining

sensibly cautious around current economic and

consumer spending concerns.”

Participants emphasised the role of the buying

groups: Nationwide Jewellers, Showcase Jewellers,

and the Independent Jewellers Collective.

These groups represent more than 500

members and 600 stores in the local market,

accounting for around one-third of independent

jewellery retailers.

Showcasing brands such as Pink Kimberley,

Sapphire Dreams, and Classique Watches,

SAMS Group managing director Steve der

Bedrossian said, “It was a very well-organised

and successful event with the relaxing vibe of

the Gold Coast."

"It was nice to have the three major buying

groups alongside heaps of independent

jewellers. The industry felt united."

There was an unlikely hero walking the show

floor of the AJF.

Following the Melbourne Jewellery Expo in

February, Expertise Events announced that

a fun-loving Koala named Ajay would be the

official mascot of the Gold Coast show.

Offering exclusive gifts and prizes for

attendees, including a surfboard, the cute

and cuddly special guest was a surprisingly

popular feature.

Fitz-Roy said it’s funny how often the most

minor details of a trade show can be the most

well-received.

“I couldn’t believe the number of times I was in

the middle of a conversation with someone on

the show floor, and they stopped to say, ‘Look,

there’s Ajay!” Fitz-Roy joked.

“Everyone loved the big koala, and the surfboard

was a prize a surprising number of people really

wanted to win.

"The luggage tags we provided were very

popular, too, and it’s always nice to see the little

things bring a smile to people’s faces at an

important industry event.”

Expertise Events is expected to announce

significant news in the coming weeks about the

2026 Australian Jewellery Fair.

Between now and then, the industry’s attention

will turn to the International Jewellery Fair,

held from 23 to 25 August at the International

Convention and Exhibition Centre in Sydney.

For further details and registration information,

visit jewelleryfair.com.au.

May 2025 | 29

COLOUR GEMSTONES

A Jeweller's Secret Weapon

Today's consumers are searching for jewellery that

is personalised, unique, and meaningful and they're

finding it with exceptional emeralds, radiant rubies,

and spectacular sapphires.

JACQUIE AICHE

30 | May 2025

COLOUR GEMSTONES | RAINBOW CHORUS

BOLTON GEMS

JACQUIE AICHE

TEMPLE ST CLAIR

We all want something no one else

has – it’s human nature. With

younger consumers increasingly

prioritising individuality and personalisation

when purchasing jewellery products, it should

be no surprise that colour gemstone jewellery

sits firmly in the spotlight.

Humans have always desired unique possessions.

From an evolutionary perspective, rare and scarce

resources mean power and a survival advantage.

From a social vantage point, exclusivity reaffirms

identity and meets the deep-seated desire to

stand out in a crowded world.

Proudly owning a piece of jewellery that no one

has, or at least is uncommon and unique, ticks

all the right boxes. Younger consumers are

finding what they’re searching for in the

increasing variety of colour gemstone

jewellery available today.

Diamonds hold a powerful position in jewellery

as universally recognised symbols of enduring

love and commitment, cemented by iconic

marketing campaigns.

With that said, as industry analyst Edahn Golan

recently explained in an interview with the

Wall Street Journal, “Today’s millennials did not

grow up with strong diamond marketing. The

industry is now paying the price.”

Diamonds may be the ‘default’ selection for

jewellery; however, younger consumers are

looking for personalisation and finding it

in vibrant rubies, enchanting emeralds,

and sparkling sapphires.

“Diamonds are a girl’s best friend—or at least,

they used to be. Today, hopeful fiancés are pinning

on being proposed to with a tourmaline, an

emerald, or a sapphire instead,” writes Orianna

Rosa Royle for CNBC.

“Despite Gen Zers and Millennials claiming

to be the most conscientious generations yet,

none of the jewellers CNBC spoke to mentioned

climate change as a factor behind their shifting

preference from clear diamonds to colourful

gemstones.

“Instead, they cited a movement towards

individuality and a more personalised approach,

with birthstones becoming an increasingly

popular choice to propose.”

A recent report from Harper’s Bazaar explained

that Millennials prioritise housing, travel,

and other experience-related expenses over

traditional engagement rings.

With that in mind, these young newlyweds are

turning to affordable colour gemstone jewellery.

Emotional significance

Australian jewellery industry veteran Terry

Coldham once explained to Jeweller that while

beauty, rarity, and durability are typically described

as the key purchasing motivations for colour

gemstones, significant change has been identified

in recent years.

The perception of the ‘story’ behind the gemstone

and what it means to the consumer on a personal

level has become critical. This sentiment was

reflected in a recent interview with jeweller

Rachel Boston.

“It’s less about replicating tradition, and more

about reflecting the individual," she told MSN.

"Coloured stones give people space to tell

their own story. They can offer our couples a

personal and expressive alternative to

traditional diamonds."

Indeed, it’s remarkable to consider the various

ways colour gemstones can be used to

memorialise key moments and milestones.

Significant points in time can be highlighted with

birthstones and anniversary stones, and it’s not

uncommon for astrological associations to be

represented with specific gemstones.

Chrysolite is linked to Libra, symbolising

beauty, balance, and harmony. Beryl is

associated with Scorpio, which represents

passion, transformation, and intuition.

Citrine is a popular choice for Sagittarius,

symbolising optimism, enthusiasm, and luck.

Many colour gemstones have cultural and

religious significance. While opinions may vary

considerably, many attribute specific beliefs

and sentiments to certain colour gemstones.

It doesn’t have to be spiritual – these gemstones

represent idealised traits for some people.

Sapphires are said to represent nobility,

sincerity, truth, faithfulness, and royalty.

Rubies represent a variety of powerful concepts,

including love, passion, courage, and protection.

Emeralds symbolise many positive attributes,

including love, growth, renewal, wisdom,

healing, and wealth.

Consumers can form a specific attachment to a

colour gemstone in the form of family heirlooms

because it represents a connection to loved ones,

past or present. Finally, it might just be a matter

of taste and a preference for a specific colour.

May 2025 | 31

VAN CLEEF & ARPELS

C A P T U R E YO U R CUSTOMER S

Captivate, Educate & Inspire

When jewellery store windows sparkle in the street with

colour gemstone jewellery, consumers can't help but

look inside. This is your chance to captivate, educate and

inspire consumers - all at once! Here are some ideas to

make passersby stop and stare with desire.

Living Rainbow Display

Arrange jewellery in a shifting spectrum under colourchanging

lights. Livestream the window on social media,

and let followers vote on tomorrow’s featured hue.

Sparkling Gemstone Story Setpiece

Set up miniature worlds — think ruby forests or sapphire

oceans — with jewellery heroes. QR codes let onlookers

unlock additional content online.

The Colour Gemstone Journey

Craft a visual timeline in your window tracing a

gemstone’s path from rough to polished piece.

Include props like uncut stones, sketches, and

'workbench' tools for a behind-the-scenes feel.

It's an opportunity to provide your consumers with

education, position your business as informed, and

provide a 'from mine to market' perspective.

Featuring the delicate pink tones

of Argyle pink diamonds

Instant Colour Gemstone Makeovers

Set up a digital “try-on” station beside your window.

Shoppers snap selfies and see themselves adorned

in top gemstone picks — then share their new look on

social media.

Legends & Myths Tableau

Colour gemstones are linked to myths and legends

due to their rarity, vibrant hues, and natural beauty,

inspiring beliefs in healing, protection, power, and

spiritual or magical significance across cultures.

Theme each display around the ancient legends or

mystique behind gemstones — think Cleopatra’s

emeralds, the 'curse' of the Hope Diamond,

or birthstone superstitions. Add dramatic props

and handwritten legend cards for each piece.

PinkKimberley.com.au

Become a stockist today 02 9290 2199

SAPPHIRE DREAMS

Divided market presents opportunity

Australia’s retail market has been described as increasingly

polarised, with cost-of-living pressures and other economic factors

encouraging specific demographics to pursue more affordable

options.

This has been reflected in the increasing popularity of ‘affordable

luxury’, and colour gemstone jewellery allows retailers to cater to

budget-sensitive and high-end consumers.

Among consumers seeking affordable luxury, aesthetic charm and

personalisation are prioritised over technical perfection and rarity.

These consumers seek jewellery that reflects their individuality

without compromising on beauty.

At the same time, colour gemstone jewellery can still appeal to

consumers seeking high-end luxury products. This divide in the

market allows retailers to provide differing price points while

still delivering meaningful and eye-catching designs.

In an interview, London-based jeweller Bear Brooksbank suggested

that consumer knowledge of colour gemstones has increased

significantly in recent years.

“I think the desire and market for coloured stone engagement rings

has grown as knowledge and information about coloured stones —

besides the obvious big players like ruby, blue sapphire

and emerald — has entered the mainstream,” she told Vogue.

“The trend requires a large stone to really max the look, so a

large diamond may not be possible, but a large coloured stone

may well be.

“Most significantly, gone are the days of people feeling shy that their

friends didn’t know the name of the stone in their engagement ring.

It’s a badge of honour to have something that not everyone has

heard of, let alone seen.”

Jewellers have their say

Working with colour gemstones is a unique and exciting challenge for

jewellers. With such a broad variety of colour gemstones, it becomes

an exercise of creativity and technical ability.

For jewellery retailers, offering distinctive and meaningful pieces that

set their products apart from competitors is an additional opportunity.

For the past 10 years, Jeweller has travelled around Australia and

given a voice to those ‘behind the scenes’ of the local jewellery trade

with the monthly My Bench column.

Reviewing the profiles from the past four years highlights the

remarkable passions Australian jewellers have for colour gemstone

jewellery. While many jewellers continue to nominate diamonds as

their stone of choice, it’s clear that the love for colour gemstones

burns bright.

Sapphire is a durable and versatile gemstone. It is often considered

a practical alternative to diamonds. Its hardness, vibrant colour, and

appeal make it suitable for everyday wear and special occasions.

Sapphire was by far the most commonly reported favourite gemstone

outside of diamond, and yet, interestingly, the explanations vary

greatly. Sydney’s Danica Roderick said the range of colours available

was remarkable.

“Hands down, my favourite gemstone is a sapphire. Purely because of

the range of colours that they come in, their lustre and how hard they

are makes them a joy to work with,” she explained.

“They are so much fun when you show a client outside in daylight;

the way the sapphire throws colour back and changes colour in the

sunshine is just brilliant.”

Fine Gems Collection – a dazzling showcase of bold,

statement gemstone jewellery. Each piece is thoughtfully

crafted to highlight the natural beauty and brilliance

of premium gemstones, blending timeless elegance

with modern flair. Designed to turn heads and spark

conversation, this collection is perfect for those who love

to express their individuality with vibrant, luxurious style.

EXCLUSIVELY AVAILABLE FROM BOLTON GEMS

WWW.BOLTONGEMS.COM.AU • 1800 777 413

RAINBOW CHORUS | COLOUR GEMSTONES

KEEP IN STOCK

Timeless Dazzlers

Australia is a critical source of sapphires, which

was a consideration for Brisbane’s Richelle Perks.

“I visited the Australian gem fields, and it was

amazing to see where the sapphires come from,”

she explained.

“Peter Brown from Rubyvale Gem Gallery and his

family gave me a wonderful insight into the whole

process, from mine to beautifully cut gemstone,

and I now have an even greater appreciation for

Australian sapphires.”

For other jewellers, it was impossible to look

beyond the appeal of another Australian

gemstone – opal. The captivating one-of-a-kind

play of colour makes it a striking alternative to

diamond jewellery.

“My favourite stone is an opal, as every piece

is different, and it adds to the uniqueness of a

custom design,” explained Brisbane’s Matthew

Alexander Crooks.

“There’s nothing better than seeing the fire in a

high-quality opal!

When asked about his favourite gemstone,

Nathan Kettle from York Jewellers identified black

opal specifically: “The flashes of different colours

in each stone that make them all unique and all

equally as mesmerising!”

Interestingly, many jewellers pointed to tourmaline

as a favoured gemstone. It is known for its ability

to display a wide range of colours. Sydney’s Troy

O’Brien suggested that tourmaline was of great

interest to collectors.

“Tourmaline is a gemstone of such high quality

and diversity, from the exceptionally rare Paraìba

tourmaline to the uniquely beautiful bi-colour

tourmalines,” he explained.

“Each gemstone holds its own unique beauty

and rarity, which makes them highly valued by

discerning collectors. I love sourcing tourmalines

and genuinely get excited by their divine colour and

beauty.”

These are just a handful of the many colour

gemstones nominated by Australian jewellers

as personal favourites, with garnet and spinel

also popular choices – and as Sydney’s David

Hollanders explained, it’s always challenging to

look past the vibrancy of a beautiful ruby.

Considering the increasing popularity of colour

gemstone jewellery, the American Gem Trade

Association (AGTA) recently published a letter

providing advice for retailers looking to generate

more sales in this category.

The first suggestion was to ensure staff

recommend colour gemstone jewellery to

consumers seeking engagement rings.

It’s a simple but critical idea – customers

can’t buy your product if they don’t know it exists!

“If you’ve been reticent to suggest anything but

a diamond in an engagement ring, this is your

sign to do an about-face now in sales —

suggest colour!” the AGTA advised.

“Die-hard fans and proponents of colour

gemstones have been a small but vocal

segment, lobbying for years for a higher profile

for the colour gemstone category.

RUBY &

SAPPHIRE

The fiery brilliance of ruby

is associated with love and

vitality, while sapphire’s

deep blues are connected

with wisdom and nobility.

TANZANITE

The deep, vibrant blue

shade of tanzanite is

becoming more popular

for engagement rings.

AQUAMARINE

A pale blue gemstone,

evoking the sea, symbolising

tranquility, clarity, and

calming energy.

GARNET (Rainbow)

Garnet is a popular

gemstone, associated with

passion, protection, and

strength, often linked to

love and available in multiple

colours.

EMERALD

An enduring classic,

consumers are always

passionate about the deep

green of emerald.

TOURMALINE

Tourmaline is a vibrant,

multicoloured gemstone that

represents creativity, healing,

and emotional balance across

its many hues.

OPAL

Demand for Australian opal

has been rising over the past

decade, particularly overseas.

SPINEL

Grey, grey-blue and lavender

purple are among the more

popular variations of spinel.

“It’s taken some recent instability in the diamond

market to fuel the popularity of colour gemstones

in engagement rings, but it’s an idea whose time

has finally arrived.”

The next suggestion was to ensure that colour

gemstone jewellery is a focus in marketing

campaigns, particularly on social media.

Social media platforms such as Instagram and

Facebook can be ‘gold mines’ for directly reaching

engaged couples, and colour gemstone jewellery

should be showcased with high-quality images

and videos.

“Jewellery experts and influencers alike have

weighed in with many a post promoting colour

gemstones, and the likes are multiplying,” the

AGTA suggested.

“Colour excites, fascinates, is deeply personal, and

is a powerful driver of emotions that captivates

viewers on social media. colour gemstones are

often compared to candy with good reason —

their colours are joyful and playful, and look

good enough to nosh on!

“This appeal is instant and perhaps the best sales

tool because the images do the talking and market

themselves. There is no need for hard sales tactics

when it comes to colour.”

Beyond targeted advertising, there’s always room

to think outside the box—behind-the-scenes

content, contests, and giveaways can all be

used to ensure that your business is part of the

conversation among local consumers during

wedding preparations.

Younger consumers are increasingly seeking

individuality and affordability in jewellery, and more

attention is turning to sapphires, emeralds, rubies,

tourmalines, and opals for their uniqueness,

aesthetic appeal, and symbolic significance.

Rather than replicating tradition, modern

consumers prefer jewellery that reflects their

individuality. This trend aligns with broader

cultural values and economic pressures, and

colour gemstone jewellery is an affordable luxury

that doesn’t compromise on beauty.

Australian jewellers report a strong appreciation

for local gemstones such as sapphire and opal

for their physical properties and the personal

stories they can carry.

Social media and increased consumer knowledge

have helped boost awareness and interest,

and retailers are encouraged to adapt to the

changing landscape.

With colour gemstones resonating as a vibrant,

personal, and meaningful choice, the jewellery

industry is experiencing a significant shift, and

tradition is meeting creativity as individuality

takes centre stage.

Colour Gemstones

on Jeweller

SCAN TO READ

ONLINE & MORE

34 | May 2025


A new range of natural coloured diamond jewellery,

from Australia’s coloured diamond specialists.

Nina’s Jewellery proudly supports White Ribbon Australia. Stand up, speak out and act to end men’s violence against women.

May 2025 | 35

EARRINGS

Hoops, Studs & More

TOMASZ DONOCIK

BOLTON GEMS

ANITA KO JEWELRY

NOOR FARES JEWELLERY

ANITA KO JEWELRY

J

ewellery design and manufacturing is a masterclass in

creative excellence under constraint, portraying emotional

significance and meaning in the smallest of spaces.

It’s often said that creative restraint and imposition fuel

innovation. Many of the greatest works of art were produced

by creators facing seemingly unmanageable deadlines and

conditions. These circumstances encourage sharper focus

and innovative problem-solving.

This is particularly evident in the design and manufacture of

earrings. As a canvas, the ear offers such a limited space to work

with, yet jewellers can transform it into a seemingly endless variety

of powerful individual statements.

Indeed, earrings can serve as ‘loud and proud’ statements of

individuality and confidence, or provide whispers of refined elegance.

Bold sculptural pieces command attention, while delicate studs softly

express sophistication. Every mood from ‘look over here’ to ‘don’t mind

me’ can be expressed with the perfect pair of earrings.

For many jewellers, success is about so much more than aesthetic

beauty; it’s about reflecting emotion and identity within seemingly

impossible spatial and material limits.

Beyond the challenge of creating and selling beautiful jewellery,

earrings have many other subtle benefits for retailers. They can

appeal to a broad demographic of consumers, from casual browsers

to focused luxury shoppers. It’s a versatile category that can

introduce many tastes and budgets to a store.

It goes without saying that earrings come in an array of designs –

subtle, bold, everyday and evening wear – which means stores can

offer a diverse selection and cater to more tastes.

Furthermore, earrings are an ideal complementary sale because they

pair well with other jewellery. This encourages customers to purchase

more items, such as necklaces and rings, for the complete look.

Extremely loud!

As a statement piece, earrings are a consistently popular accessory in

modern self-expression. Capable of instantly elevating any outfit, the

right pair of earrings offers a bold and stylish impact with minimal effort.

36 | May 2025

MORITZ GLIK

HOOPS, STUDS & MORE | DAYLIGHT TO SPOTLIGHT

TIFFANY & CO

MISHO

It’s easy to become

enraptured

by chandelier

earrings, with

multi-tiered gemstone and diamond

designs that cascade from the ear in intricate

forms. The dramatic length, movement, and

sparkle frame the face with elegance and

opulence, making it an instant attention-grabber.

MISHO

Geometric and sculptural earrings capitalise

on bold forms, such as oversized hoops,

unusual shapes, and abstract designs, to

leave a lasting impression.

These designs turn ears into a canvas,

offering an unexpected eye-catching

surprise that challenges the traditional

perception of jewellery.

These earrings are a win for the consumer,

who is wearing a piece that commands

attention, and for the jewellery designer,

who is gifted the chance to showcase their

technical ability and expertise.

The same could be said for ear cuffs and

climbers, which trace and wrap along the

ear rather than dangling from the lobe.

An unconventional placement and edgy design

create a striking silhouette, conjuring ideas

of futuristic rebellious flair without needing

multiple piercings.

When searching for trend-setting examples,

it isn’t easy to look past actress Blake Lively,

who has showcased statement earrings on red

carpets and in films for more than a decade.

While attending the 2024 NFL Super Bowl, Lively

cheered for the Kansas City Chiefs alongside

Taylor Swift and balanced a casual ‘sports fan’

outfit with an eye-catching set of platinum

diamond earrings.

“Whether walking the red carpet at the Cannes

Film Festival or supporting her husband at one

of his movie premieres, Lively is always dripping

in natural diamonds,” writes Jane Asher for the

Natural Diamond Council.

“Most often it’s an earring, perfectly

complementing her cascading blonde hair. Even

at the launch event of her haircare line, Blake

Brown, she wore a pair of statement earrings

that peeked out perfectly behind her blowout.”

Lively’s consistent use of statement earrings

on red carpets and in day-to-day life

exemplifies how bold, artistic designs can be

paired with casual and glamorous outfits to

express individuality.

Quietly confident...

At the opposite end of the spectrum, subtle

yet elegant earrings are increasingly popular

among younger consumers seeking versatility

and minimalism alongside timeless style. These

earrings must effortlessly transition from casual

to formal settings without looking out of place.

DIAMONDS BY DGA

They reflect an increasing preference for quiet

confidence over overt branding.

For example, gold and silver studs with

simple designs, featuring a single gemstone

or diamond, sit close to the earlobe. These

minimalist designs whisper elegance and

complement outfits without overpowering

them. It’s perfect for everyday wear and

professional settings.

Tiny hoop earrings with thin designs hug the ear

in a refined and clean manner, in understated

circular forms that add just the right amount of

shine and movement. They’re about enhancing

the outfit, not dominating it.

Bar and threader earrings with long and

slender designs or chains dangle effortlessly

from the ear in a sleek and linear fashion,

providing ‘subtle drama’ over excess.

It's a graceful touch that elevates simple

looks without sacrificing refinement.

The trend of ‘affordable luxury’ is closely tied

to the popularity of these products, where

consumers seek high-quality and beautiful

pieces that feel exclusive yet attainable.

Subtle ‘everyday’ earrings may use

gemstones and precious metals; however,

they aren’t weighed down by excessive cost

and overt branding.

Actress Emma Watson often wears delicate hoop

earrings and has been praised for balancing

simplicity and elegance. Conversely, Natalie

Portman has been known to wear earrings that

make a statement without embellishment.

These understated designs highlight individuality

by staying ‘out of the way’ of natural beauty while

remaining impactful accessories.

It's a reminder that the smallest adornments

can have the most significant impact.

May 2025 | 37

ADVERTISING FEATURE

Earrings Buying Guide

3 LINK EARRINGS GOLD

DANIEL WELLINGTON – DURAFLEX

dgau.com.au/daniel-wellington

These gold earrings were designed to match

the aesthetic of Daniel Wellington's link watch

straps—but in a smaller, more jewellery-like

form. Designers kept the proportions intact

while introducing subtle gaps between the

links for an even more refined look. Worn

alone or paired with a watch, the bold link

design adds depth and movement.

BUTTERFLY PARADISE

EAR STUDS

THOMAS SABO – DURAFLEX

dgau.com.au/thomas-sabo

Elaborate butterfly ear studs with

curved wings and a radiant stone

setting. Thanks to many fine engraving

lines on the front and back of the piece

of jewellery, detailed butterfly wings

are created in a 3D look.

EARRINGS BUYERS CATALOGUE

HOOPS

& Studs

CARDIGAN

NINA'S JEWELLERY


Jeweller presents a buying guide

packed with the latest earrings from

leading local suppliers.

The Cardigan Argyle pink diamond detachable

earrings offer two distinct looks in one

sparkling style. Each stud, crafted from

18-carat rose gold, features a 0.02-carat roundcut

6-7PR Argyle pink diamond surrounded by

a halo of 0.05-carat round-cut 6-7P Argyle pink

diamonds. Add the 18-carat half-carat diamond

jacket for an instant upgrade.

CRYSTAL LINK EARRINGS



A mix of industrial elements and refined

crystal details takes these gold link earrings

way beyond your basic chain. Wear them

with the rest of the Crystal Link collection or

alone as a statement piece — these chunky

earrings are a stunner either way.

DROP AQUA MORG BERYL

BOLTON GEMS

boltongems.com.au

These drop earrings are crafted in 18-carat

gold. Each earring features a 9x7mm

cushion yellow beryl in yellow gold at the

top, followed by an 8x6mm oval morganite

in rose gold and finished with a 9x7mm

cushion aquamarine in white gold. The trio

of gemstones features marquise and round

brilliant-cut diamonds in between.

38 | May 2025

BUYING GUIDE | HOOPS & STUDS

GOLD BOLD TEXTURE HUGGIE

HOOP EARRINGS

ANIA HAIE - DURAFLEX

dgau.com.au/ania-haie

Inspired by nature’s wild beauty, Chill Voyager

captures the essence of carefree adventure.

These 8.5mm bold, textured huggie hoop

earrings feature a unique, detailed texture

that adds a touch of sophistication. These

versatile huggies can be worn alone or

stacked with other pieces, enhancing any

outfit with a stylish and exotic flair.

GOLD HOOP EARRINGS

9K GOLD BY DGA - DURAFLEX

dgau.com.au

Redefine everyday essentials with

these 9-carat Gold Hoop Earrings

featuring a Stud Design. Crafted from

rich 9-carat yellow gold, these earrings

combine the sleek silhouette of a hoop

with the bold presence of a stud front,

giving the illusion of a stud earring with

the charm of a subtle hoop.

HOOP EARRINGS WITH

FRESH WATER PEARLS

THOMAS SABO - DURAFLEX


Graceful creoles that combine organically

designed pendants and uniquely shaped

cultured freshwater pearls to create

pieces of jewellery that celebrate the

beauty of nature and its wearers. This

is a 2-in-1 set, and the pendant can

be removed so that the small creoles

with pearls can be worn independently,

creating an understated look.

ISAAC JEWELLERY

isaacjewellery.com.au

KIMBERLEY ASTRID

EARRINGS

PINK KIMBERLEY - SAMS GROUP

pinkkimberley.com.au

Crafted from rhodium-plated sterling

silver, these elegant hoop earrings

feature shimmering Swarovski gems for

a timeless sparkle. A unique, patented

clasp design ensures secure wear and

effortless handling, combining beauty

with everyday practicality. A perfect blend

of luxury and innovation. From minimalist

aesthetics to bold statement pieces each

item in our collection tells a story.

The Kimberley Astrid Earrings feature

a striking drop silhouette adorned with

six natural pink diamonds set in rose

gold prongs on each earring. Crafted

in 18-carat white and rose gold, the

open teardrop design is framed by a

halo of brilliant white diamonds. The

earrings were meticulously designed

to highlight the contrast between rare

pink and classic white diamonds.

LOVELY DAISY EAR CLIMBERS

THOMAS SABO – DURAFLEX


Inspired by delicate daisies, which

symbolise loyalty and trust. Breath-taking

ear climbers set with white and yellow

zirconia stones in heart and round cuts.

Stylised leaves complete the playful

design. A romantic creation from THOMAS

SABO that celebrates the beauty of nature

and invites you to dream.

May 2025 | 39

HOOPS & STUDS | BUYING GUIDE

OLDINA EARRINGS

SAPPHIRE DREAMS - SAMS GROUP

sapphiredreams.com.au

The Oldina Earrings from Sapphire Dreams

are stud earrings featuring a floral-inspired

design set with Australian sapphires. Each

earring showcases four pear-cut sapphires

in rich teal-green hues, accented by a central

round stone and a delicate gold beaded

border. Crafted to embody sophistication and

wearability, these studs offer a timeless yet

distinctive addition to any jewellery collection.

PAVÉ CRYSTAL EARRINGS

SILVER



Closely arranged, carefully set crystals allow

these silver pendant earrings to capture the

light from all angles, creating a sparkling

effect found across the entire Pavé collection.

Secured with a hinge lock system, crystals

cover the entire surface of the earrings.

RHOD GARNET MORG

GRN BERYL

BOLTON GEMS

boltongems.com.au

These drop earrings are crafted in 18-carat

gold, showcasing an 8x6 mm oval rhodolite

garnet in rose gold at the top, followed

by an 8x6 mm oval morganite, also set

in rose gold, and finished with a 9x7mm

oval green beryl in white gold. Each

gemstone is separated by a diamondshaped

arrangement of round brilliant-cut

diamonds for everyday styling, offered in

both 9-carat and 18-carat gold.

RIDGED TAPERED HUGGIE

GOLDEN MILE

goldenmile.com.au

Crafted from solid gold, these wide,

rippled huggie earrings radiate elegance

and sophistication. Golden Mile

carefully selects designs from reputable

manufacturers known for their high-quality

finishes, while ensuring products remain

accessible across various price ranges.

ROSAMUND EARRINGS

SAPPHIRE DREAMS - SAMS GROUP

sapphiredreams.com.au

Elevate elegance with the Rosamund

Earrings - a cascade of white diamonds set

in yellow gold. A pear-cut, parti Australian

sapphire sits at the heart of each piece,

surrounded by a halo of brilliant diamonds.

Suspended from a linear drop of round

diamonds, these earrings embody

sophistication and glamour, perfect for

evening wear or bridal beauty.

SILHOUETTE

NINA'S JEWELLERY


Silhouette orange pear cut with Argyle

pink and white diamond earrings. Crafted

from a combination of 18-carat white

and rose gold, these earrings feature

a perfectly matched pair of 0.20-carat

pear-cut fancy, intense orange diamonds

encircled by a halo of 6-7P Argyle pink

diamonds and intentionally arranged to

enhance the vibrancy of each hue.

40 | May 2025

BUYING GUIDE | HOOPS & STUDS

STATEMENT STUDS

NINA'S JEWELLERY


Nina's Jewellery presents the Halo stud

in yellow and Argyle pink with white

diamonds and the Cherish champagne

and white diamond stud. Celebrating

classic cluster style with injections of

contemporary colour, these statement

studs are big-impact sparkle studs.

SWIRL HUGGIE EARRING

ATHAN

athan.com.au

Sleek and contemporary, the Swirl

Huggie is all about clean lines and

effortless form. Its smooth, contoured

shape wraps the lobe in a subtle twist

of polished yellow gold—refined but

with a touch of edge. It's a versatile

choice for everyday styling, offered in

both 9 carat and 18 carat gold.

TAPERED RIBBED HUGGIE EARRING

ATHAN

athan.com.au

The Tapered Ribbed Huggie features a softly rounded

silhouette with subtle ribbing that adds depth and

texture, finished in high-polish yellow gold. Its tapered

design hugs the earlobe with a refined, sculptural

edge—bold yet wearable. Available in both 9 carat and

18 carat gold, it’s a timeless everyday piece.

TSAVORITE EARRINGS

BOLTON GEMS

boltongems.com.au

These drop earrings are crafted in

18-carat white gold, featuring a trio of vivid

tsavorites in round and pear cuts. The top

tsavorite is framed within a marquiseshaped

open setting, accentuated by round

brilliant-cut diamonds. A second round

tsavorite leads the eye to an open teardrop

design, with a pear-cut tsavorite that

dances with light and movement.

WHITE TOPAZ CIRCLE EARRINGS

BOLTON GEMS

boltongems.com.au

These circle earrings are crafted in rich

18-carat rose gold and feature a stunning

design of alternating claw-set oval white

topaz and round brilliant-cut diamonds. With

a total of 14 carats of white topaz and 0.37

carats of diamonds, the combination creates a

captivating play of light and texture.

WORTH & DOUGLAS

wdrings.com

These elegant stud earrings feature a

polished 9-carat yellow gold oval drop,

topped with a sparkling diamond cluster

(0.13-carat total weight). The diamond

area is rhodium plated to enhance

brilliance and contrast. Designed for

everyday luxury or special occasions,

they offer a versatile, high-quality

addition to any fine jewellery collection.

May 2025 |

41

BUSINESS

Strategy

Getting addicted to productivity

as a business owner

Never forget - from little things, big things grow.

DAVID BROWN outlines a strategy to get the most out of each day.

If you’re a business owner, you probably

feel there’s always something more to do.

Your to-do list never seems to end, and

every day, you wake up with tasks that

demand your attention, whether you

want them or not!

What if you could turn productivity into a

habit? Not just something you do when

you feel motivated, but a routine you’re

addicted to — like that morning cup of

coffee you can’t function without?

What if productivity felt good?

The key is to start each day as if you owe

a debt to productivity. You wake up in

the red, and your job is to pay it off

before you go to sleep.

The trick is knowing how to measure

that ‘productivity debt’ and making sure

you clear it daily. Here’s how you can

build a lasting productivity habit and

become addicted to getting things done.

Start each day owning that ‘debt’

Think of your productivity as a financial

balance sheet. When you wake up every

morning, you are in the negative.

Your debt is the work that needs to be done.

Your goal? End the day at zero — or even

better, in the green by achieving more

than you planned.

How do you figure out how much you

owe? Look at what moves your business

forward — sales calls, marketing, product

development, or customer service.

Assign a rough value to each activity and

set a daily minimum. Maybe you decide

that answering five customer emails is

worth two points.

An important phone call with a new vendor

is worth five. Completing your upcoming

marketing plan is worth ten points.

Set a goal of ‘paying off’ twenty-five

debt points and measure each activity

accordingly. When you mentally frame

your day as a debt to be repaid,

procrastination feels like falling behind

on bills, and no one likes being in debt.

Set a non-negotiable daily minimum

To make productivity a habit, you need

a non-negotiable daily minimum.

This isn’t your stretch goal — it’s the

minimum productive work you must

complete before calling it a day.

Have a baseline that absolutely must

be met. Whatever it is, commit to it —

no excuses. Over time, this minimum

will become automatic, just like brushing

your teeth.

Make productivity measurable

Vague goals kill productivity. “I want to get

a lot done today” is a worthless ideal.

Instead, track real numbers such as emails

sent, sales closed, social media posts

scheduled, and hours spent in deep work.

Use a simple tracking system. It could be

an app, a whiteboard, or even a sticky note

where you check off completed tasks.

The key is making sure you can see, at a

glance, how much of your ‘productivity debt’

you’ve paid off for the day.

Gamify your productivity

If you want to get addicted to productivity,

try turning it into a game.

Your brain

loves rewards,

and if

you make

productivity

feel like

winning, you’ll

crave the next

success.

• Set daily streaks and see how many

consecutive days you can hit your

minimum productivity goal.

• Reward yourself when you hit

milestones. Perhaps a nice dinner

when you complete 10 days straight.

• Compete with yourself by trying to

‘beat’ yesterday’s numbers.

Your brain loves rewards, and if you

make productivity feel like winning,

you’ll crave the next success.

Eliminate decision fatigue

Every morning, you waste valuable mental

energy deciding what to do first.

To eliminate this guesswork, create a

morning productivity ritual.

One advantage of wearing a uniform is

eliminating the need to consider what

you will wear!

Start each day the same way—maybe

you review your top priorities over coffee,

tackle the most challenging task first,

or dedicate the first hour to focused work.

The less you must think about getting

started, the easier it becomes to dive

into work automatically.

Use the Two-Minute Rule

Procrastination loves small tasks. You

see an email but think, “I’ll reply later.”

We've all experienced it at one point or

another - later turns into never.

The two-minute rule helps break that

cycle. If a task takes two minutes

or less, do it now.

42 | May 2025

Don’t overthink it; clear it off your plate.

These tiny completions add up, keeping

your productivity momentum going

throughout the day.

Treat productivity like a muscle

Like working out, productivity is about

consistency. The more you do it, the

easier it becomes.

Start small and build up. If you struggle

to focus for long stretches, begin with

25-minute productivity sprints.

Over time, push yourself to go longer and

get more done. Also, just like muscles,

your productivity needs rest.

Burnout is real, and working nonstop isn’t

sustainable. Take breaks, get enough sleep,

and recharge to return stronger.

The goal isn’t to work yourself into the

ground—it’s to build a system where

getting things done is second nature.

Starting each day ‘in debt’ to productivity,

setting measurable goals, gamifying

the process, and staying consistent can

turn productivity into a habit you can’t

live without.

Before you know it, getting things done

won’t be a chore — it’ll be your new

addiction. And in the world of business,

that’s an addiction worth having.

Should you get started a little earlier?

I’m sure those of you who are night owls

will immediately be turned off by this

suggestion; however, most research does

show that rising early contributes hugely

to both your results in life and your health.

Armed with those facts, I recently read

‘The 5am Club’ by Robin Sharma. The fable

details the story of an entrepreneur and an

artist who learn the benefits of planning

their day effectively from a business

tycoon and his mentor. Through the story,

diagrams and charts included in the book

detail how starting early and planning your

day can deliver huge results across many

areas of your life.

Although primarily focused on an early

start to the day, the book also offers other

suggestions for maximising one's life

results. It strongly advocates preparing

for sleep correctly, including reducing

electronic devices in the evening.

How you prepare for sleep will enormously

impact the sleep results you get once your

head hits the pillow. In addition to how you

start the day, the book delves into how to

work effectively during the day.

A productive day works best with 60

minutes of intense, focused work and a

10-minute break to rest and recharge,

walk around, or deal with other issues,

such as fellow staff members or emails.

This process can then be repeated.

For long-term planning, the suggested

structure is the 90/90/1 method: For the

next 90 days, schedule the first 90 minutes

each day on the one task that will have the

biggest impact on your results.

Too often, we are distracted, attempting

several tasks at once, and achieve nothing.

This method determines your outcome and

keep it top of mind until it is completed.

The book also discusses the need to tightly

protect your five primary assets – mental

POSITIVE

HABITS IN

66 DAYS

22 days to

destroy a bad

habit

Beginning by

identifying and

eliminating

the negative

behaviour

22 days to

install a new

habit

Establish a new

positive behaviour

and slowly

implement

22 days to

create a

routine

Ensure that this

positive behaviour

becomes a part of

your day-to-day

life

focus, physical energy, personal willpower,

original talent, and daily time.

Use time wisely by taking the opportunity

while commuting to listen, watch or read

educational content rather than mindless

social media or confrontational talkback.

Protecting what goes into your brain is

crucial, particularly in this modern world

where social media can encourage extensive

periods of time-wasting and constant online

outrage can negatively affect your mental

well-being.

In addition to a 90-day focus, the book

discusses the ‘daily five’ concept, identifying

the five achievements that would constitute

a successful day. By defining this each

morning, you can establish a quantifiable

definition of success for the day ahead.

Contrary to the ‘old formula’ that it takes 21

days to form a new habit, the book advocates

that creating a new habit will take 66 days.

This consists of 22 days to destroy the old

habit, 22 days to install the new one, and 22

days to integrate it as part of the routine.

I’m not in the habit of preparing book

reviews; however, I found this one to

be particularly valuable in terms of the

message and the practical tools it provides.

If you’re looking to improve results in various

areas of your life, put this book on your

reading list.

DAVID BROWN is co-founder

and business mentor with Retail

Edge Consultants. Learn more:

retailedgeconsultants.com

May 2025 | 43

BUSINESS

Selling

What if you’re more persistent than you realise?

Jewellery sales can be an exhaustive practice.

GRAHAM JONES encourages you to overcome the stress.

During a recent break from work, I was

invited to participate in the celebrations

of my friend Derek Arden’s fifth year of

‘Monday Night Live’.

When the COVID-19 lockdown started,

Arden began an experiment with a weekly

business self-improvement Zoom call.

He invited all his friends and business

contacts. He had no idea if it would take

off; however, it did. Each Monday for

the past five years, a dedicated band of

followers has joined together to hear

Arden interview an expert, and his

enthusiasm, energy, and persistence

have helped keep the format going.

At the same time, when working from

home, they feel less autonomy as bosses

introduce monitoring and ‘check-ins’ to

ensure that those out of the office are

working.

The WFH movement has a double

whammy of reduced autonomy and

lower socialising, which together

increase anxiety and stress.

This is important in persistence

because not only does the resulting

stress have a negative impact, but

autonomy and community sense are

essential components in what's known

as ‘Self Determination Theory’.

Later that week, I went to London for a

theatrical day. My matinée visit was to

see ‘Les Misérables’, and the evening

was spent crying with laughter at

The Play That Goes Wrong.’

Les Misérables is the UK’s longestrunning

musical, in its 40th year on the

West End Stage.

That takes some doing, with eight shows

a week every week. That’s persistence,

too. And boy, do you need persistence to

be an actor in The Play That Goes Wrong,

because the chaos is phenomenal.

They must have rehearsed thousands

of times to get it right.

In the world of business, I have rarely

seen such levels of persistence. When I

spoke at a conference about blogging,

one chap was critical, saying, “I tried it

once, but it didn’t work”.

I pointed out that you need to be

persistent, and people rarely see any

benefits of blogging before continually

doing it for a few months.

Similarly, I have noticed people giving

up on using Artificial Intelligence tools

such as ChatGPT because they find it

challenging to get results. They give up

too soon because they are not persistent.

The people who are persistent with their

use of AI are the ones who succeed.

Indeed, the boss of OpenAI, the company

behind ChatGPT, says that most people

give up too early.

However, many people are frightened

away from persistently carrying on

because of the psychological enemy of

persistence, perfectionism.

A recent study I found intriguing

established that it is possible to

measure persistence by combining

three elements: persistence,

perseveration, and perfectionism.

Persistence is positive, whereas

perseveration and perfectionism are

negative factors. Perseveration, by the

way, is when people persist in doing

something when it is illogical.

As Albert Einstein might have said,

that’s the definition of insanity -

repeating the same behaviour

but expecting different results.

The Polish researchers found, though,

that our ability to persist is mediated

by factors such as stress, anxiety,

and depression.

So, that suggests that our ability to

endure and succeed depends on good

mental health.

Removing stress from your life will

help improve your ability to persist and

succeed. One of the main reasons you

could be stressed is a lack of autonomy.

When we feel we lack control over our own

lives, we become stressed. Similarly, we

are stressed when socially isolated and

feel we are not part of a community.

These days, more people are likely to feel

isolated with increased time working from

home. For example, the UK is second from

the bottom of 44 countries regarding the

hours spent in the office each week.

On average in the UK, workers spend

just under two days a week with their

colleagues.

The Polish

researchers

found, though,

that our ability

to persist is

mediated by

factors such as

stress, anxiety,

and depression.

This is the theory that helps us understand

persistence. You become more persistent

when you feel in control and have a sense

of belonging.

The chances are that each of us could

be more persistent, not only by reducing

stress and anxiety but also by going into

the office more often.

Even if you are self-employed, going

out more and meeting people for coffee,

for example, will increase your sense of

community and improve your ability

to persist.

Oh, hang on a minute, that’s just the

behaviour that Arden adopts. And in

West End theatres, there’s a group

warm-up about an hour before the

show, one purpose of which appears

to be bonding, even though they all

work together daily.

Whether you are a lone worker, like Arden,

or a West End performer, your ability to

succeed through persistence is down

to constantly connecting with other

human beings.

It reduces stress, which helps persistent

behaviour, and improves your selfdetermination,

which is linked to

persistence. It is time to get out

and about more.

GRAHAM JONES studies online

behaviour and consumer psychology

to help businesses improve website

success. Visit: grahamjones.co.uk

44 | May 2025

BUSINESS

Management

How do you develop an effective business strategy?

Do you dedicate too much time to planning?

DAVE WAKEMAN provides the foundations for a successful strategy.

I was recently reminded of a fascinating

discussion I had as part of a sports

business class. There were many

questions from students about

business strategy.

The discussion was centred around

designing an effective business strategy,

which led me to develop this list of tips

for developing an efficient plan.

It’s always important to define and

understand what success will be.

I begin many of my workshops and

strategy sessions with a simple question:

What does success look like to you?

This reminds me of Lewis Carroll’s

1865 book Alice in Wonderland: If you

don’t know where you are going,

any road will get you there!

To create an effective business strategy,

you must begin by knowing where you

are going and what a successful

destination will look like.

During the journey, the destination may

change. That’s normal! With that said,

you must begin with a clear idea of

where you intend to head and funnel

your choices to suit that target.

It’s also important to recognise that

planning isn’t the same as strategy.

It’s been said many times, and it’s

wisdom that’s worth remembering —

planning is merely procrastination.

I often reflect on that idea because I

encounter many leadership teams in

business worldwide that start every

new project with the same philosophy:

We need to study and then devise a plan.

The problem with planning is that it

never ends! It often leads these teams

to build an empirical, top-down ‘strategy’

that is far removed from the realities of

the business.

Planning is precisely that — planning,

and strategy is about action. No strategy

will win without action, and planning

stands in the way. It blocks action by

prolonging the time before any action

can be taken.

The next point of consideration is the

importance of maximising participation

in the process. You want to encourage a

diverse range of voices in your strategy,

each offering a unique perspective.

Many businesses fail at strategy because

they work on projects structured around

the boardroom and ‘commanded’ down to

employees from above.

Many successful business strategies

struggle to succeed because they must

be sold to the workforce, convincing the

staff to accept and implement changes.

By contrast, strategies that feel like

authentic responses to the real issues

and challenges faced by staff members

working face-to-face with customers

are far more likely to succeed.

Remember that strategies that include

feedback and ideas from all levels of

a business or organisation, from the

beginning of the project until the end,

are the most likely to be successful.

Following this concept, we consider that

winning strategies are flexible. Are you

familiar with the idea of a VUCA business

environment? It’s an acronym that stands

for volatility, uncertainty, complexity, and

ambiguity, and describes the business

landscape and the challenges it presents.

Volatility refers to rapid and unpredictable

changes in the environment, such as

market fluctuations, technological

advancements, or political events.

Uncertainty describes the lack of clarity

about the future, making it difficult to

know what to expect or how to plan.

Complexity refers to the interconnected

nature of factors in the business

environment, making it difficult to

understand the root causes of problems.

Industries such

as retail are

always chaotic

and uncertain;

however,

having no

strategy is an

approach that

will lead to

failure.

Ambiguity describes the lack of clarity

and information, making it difficult to

determine the best course of action.

Chances are, your business is operating

in a VUCA environment; however, far too

many people stumble across this concept

until it’s too late.

Furthermore, among those already

familiar with this concept, many take it

too far! They suggest they cannot create

an effective business strategy because

the market is too chaotic and uncertain.

This is wrong!

Industries such as retail are always

chaotic and uncertain; however, having

no strategy is an approach that will lead

to failure.

Winning strategies are flexible in that

they guide the business toward success

and leave enough slack in the decisionmaking

process to adjust to new

information, tools, or customer feedback.

In other words, they aren’t rigid

prescriptions. They are flexible creations

that mutate and evolve as real-world

circumstances require.

Finally, we must create feedback loops.

During one of my programs, I discuss

the idea of focus and action. At the end of

these sessions, we’ve set one or two goals

and have 45-90 days to achieve them.

The first phase of the feedback loop kicks

in at 30 days. Did you take the actions

we discussed? What’s working and

what isn’t? What’s standing in your way?

This process continues every 15 days

until we hit our goal or 90 days. At each

step, we look at where we started and

where we are. We judge our successes

or setbacks, and then we adjust.

This must be completed repeatedly until

we achieve our goals.

I could continue with more ideas; however,

these are five basic principles for rapid

business momentum.

DAVE WAKEMAN is a consultant, writer,

and teacher who believes in profits in

business and not promises. Learn more:

www.davewakeman.com

May 2025 | 45

BUSINESS

Marketing & PR

The five senses of retail: Part II

Are you ready to tap into the senses of your customers and take your store to the next level?

GEORGANNE BENDER concludes a series of optimising store layout and design.

In the first part of this series on optimal

store design, we discussed the many

ways companies such as Disney can

influence the senses of consumers,

and how a similar strategy can

be applied by every jewellery retailer.

It was noted that layout should be

optimised so that everyone who

visits your jewellery store should

discover something fascinating

waiting to capture their attention.

Indeed, the design of a store should

encourage consumers to walk past

and acknowledge every product of note.

The influence of music was also

detailed, and how the right soundtrack

in a jewellery store can lift the mood

of your customers, forging a crucial

positive association between

the visitor and the business.

These positive associations can lead

to customer loyalty, including repeat

visits and sales.

With that said, there's more to learn!

Touch: What do we feel?

If your displays are too intricate,

shoppers will be afraid to touch them,

fearing they will damage them.

If you have been followed by a sales

associate who immediately fluffs and

refolds everything you pick up, then

you know what we mean!

I'm sure you'd agree that’s no way to

shop, displays should encourage

customers to touch the merchandise.

Set your displays so customers interact

with the items and employ cross

merchandising. This will encourage

customers to pick up products they

hadn’t originally intended to buy.

Place merchandise outpost displays

that feature products from one

department in another or in an

unexpected area.

Top off displays with signage that

inspires interaction and engagement,

and merchandise different textures

together to stand out.

It’s about doing whatever you can to

engage shoppers and encourage

them to consider something new.

Smell: Unlocking hidden memories

What do you think of when you smell

the intoxicating aroma of popcorn?

Sharing a big bowl on family movie

night, a visit to the theatre, or even a

local business offering free bags,

freshly popped from a machine near

the front entrance?

If you said the local business, we’re on

the same page. Yes, it’s nice to feed

customers; however, it’s also ideal

when customers think of that store

whenever they smell popcorn.

Olfaction – the sense of smell – is the

sense most closely linked to memory.

A single sniff of a familiar scent can bring

you back directly to where you

first smelled it.

According to ScentAir, the world’s largest

scent marketing firm, different scents

can affect the moods of those who smell

them.

Lavender and vanilla are calming scents,

while peppermint and grapefruit are said

to be energising.

Disney’s ‘Smellitizers’ pump out the scent

of candy, freshly baked pastries, and

popcorn in various places. Look closely

to find artfully hidden Smellitizers in

every store and attraction.

Simply stated, scent marketing works!

There are many scent marketing

companies that help you choose a

unique scent for what you sell, or you

can pick up scent diffusers locally.

With that said, please don’t burn candles

in your store – it’s just not worth the risk!

If your

displays are

too intricate,

shoppers will be

afraid to touch

them, fearing

they will

damage them.

Taste: Tip of the tongue

One of our favourite research projects

is watching shoppers at supermarkets

sample the free food. It’s interesting

to note that many make a beeline

for whatever is offered and toss it

in their carts.

Supermarkets will tell you that there is

solid evidence that sampling sells more

products, so even if you don’t include food

items in your business, you can cash in on

the trend!

It's easy to make food part of your

customer experience. Every event you

hold should include food – and that’s

our motto: Food is good!

It’s always best to get treats from a

caterer rather than do it yourself.

You don’t need the added hassle on

event days, and with COVID-19 still a

consideration, you are safer going

with professionally prepared or

pre-packaged food and drink.

Offer shoppers bottles of water adorned

with your logo, partner with a local

restaurant to provide refreshments

during your in-store events, or consider

hosting a wine tasting.

And offer candy — especially chocolate —

at the register! It’s a no-brainer,

and many big box retailers do it,

so there is already a precedent.

Something to consider?

You don’t need to go as far as Disney

does when attempting to control your

in-store experience.

With that said, utilising sensory

marketing to engage all five senses

among your shoppers will put you far

ahead of your competition.

Another perk? None of these ideas can be

implemented by an e-commerce retailer.

It's a unique advantage, waiting to be

capitalised by your business.

That’s a big win for bricks-and-mortar

jewellery retailers!

GEORGANNE BENDER is a retail

strategist, author and consultant.

Learn more: kizerandbender.com

46 | May 2025

BUSINESS

Logged On

Winning over Gen Z: What's working in marketing?

Are you struggling to introduce younger consumers to your business?

SIMON DELL reveals the principles for pitching your business to younger consumers.

Trying to market to a Gen Z audience

can sometimes feel like shouting

into the abyss.

Born between the mid-1990s and early

2010s, Gen Z have grown up surrounded

by digital content.

This means they’re pros at tuning out

anything that feels fake or overly sales

driven. The marketing tactics that worked

for Millennials won't fly here.

So, how do businesses and brands

genuinely connect with this important

no-nonsense, digitally savvy crowd?

Starting by ditching the ‘traditional’

ads. Gen Z is not interested in glossy,

overproduced advertisements.

They scroll, swipe, and skip through

anything that feels too staged or 'salesy'.

Unlike Millennials, who still remember

life before smartphones, Gen Z has

never known a world without them.

If your marketing strategy leans on banner

ads and generic influencer shoutouts,

chances are you’re being ignored.

To grab their attention, businesses need to

be real, engaging, and socially conscious.

Gen Z values transparency and won’t

hesitate to call out a brand that feels

forced or insincere.

Content that instantly hooks

Gen Z doesn’t have time for long-winded

messaging. They spend hours on TikTok,

Instagram Reels, and YouTube Shorts,

where quick, engaging content rules.

The best brand partnerships come from

authentic enthusiasm and a genuine

connection to the product.

Make marketing a two-way street

You're missing the point if your social

media marketing is just one long sales

pitch. Gen Z doesn’t want to be sold to;

they want interaction.

Businesses that engage in honest

conversations, create experiences,

jump on trends, and use humour tend

to build stronger connections with

their customers.

Take Wendy’s and Duolingo, for example.

They’ve mastered the art of making

content that entertains first and sells

second.

Sometimes, a witty reply or a well-timed

meme does more for customer loyalty

than a perfectly polished campaign.

If an influencer

is reading a

script or doesn’t

honestly care

about the

product,

Gen Z will see

right through it.

They love the ease of online shopping;

however, they also appreciate unique instore

experiences, especially when digital

and physical elements blend seamlessly.

Features such as TikTok Shop, interactive

apps, and flexible pickup options fit their

shopping habits perfectly.

Gen Z knows their way around the

increasingly prevalent AI-generated

content, and they aren’t impressed

by robotic, one-size-fits-all ads.

They appreciate personalisation, but

only when it enhances their experience

rather than feeling creepy or intrusive.

The best use of AI is tailored product

recommendations, interactive shopping

experiences, and content that adapts to

their interests, without losing that allimportant

human touch.

Mixing online and in-store shopping

While mainstream social media is still

huge, Gen Z is increasingly drawn to niche,

interest-based communities.

Whether it’s Discord, Reddit, or platforms

like Strava and Letterboxd, these spaces

foster deep engagement.

Businesses that genuinely contribute

to these communities - without forcing

a sales agenda - have a better shot

at building meaningful, long-term

relationships.

Winning over Gen Z is definitely not about

throwing flashy ads at them. It’s about

trust, creativity, and making content

they care about.

The best-performing content doesn’t feel

scripted; it feels raw and authentic.

Lo-fi videos, memes, and behind-thescenes

clips often outshine polished,

high-budget ads.

Big-name celebrities don’t have the pull

they once did. Instead, Gen Z trusts

micro-influencers - people who feel like

real peers, not distant, untouchable stars.

These influencers have smaller, however,

highly engaged audiences and come

across as more genuine.

But here’s the catch - authenticity really

matters. If an influencer is reading a script

or doesn’t honestly care about the product,

Gen Z will see right through it.

Gen Z is deeply invested in social causes;

however, they can sniff out performative

activism from a mile away.

They care about issues such as climate

change, diversity, and mental health,

and they expect businesses to back

up their words with action.

Supporting a cause isn’t just about

slapping a rainbow logo on your profile

during Pride Month.

It means donations, ethical business

practices, and transparency about your

impact. If your efforts feel like a marketing

stunt, Gen Z will call you out!

Even though they’ve grown up online, Gen

Z audiences still enjoy in-person shopping.

This generation values authenticity,

engagement, and brands that stand for

something real. If your marketing strategy

still relies on outdated tricks, it might be

time to rethink!

Gen Z isn’t just another consumer group;

they’re redefining how brands connect

with their audiences.

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

May 2025 | 47

My Bench

James Cliff

Robert Cliff Master Jewellers

• AGE: 40 • YEARS IN TRADE 20 • TRAINING: Certificate 3 Jewellery Manufacture and Design • FIRST JOB: Landscape Gardner

OCTAROSE

Designed and handmade for a customer, this 18-carat

rose gold and white gold piece features a claw-set

princess-cut diamond surrounded by Argyle pink

diamonds and round brilliant-cut diamonds.

FAVOURITE GEMSTONE Diamond.

FAVOURITE METAL Platinum 950.

FAVOURITE TOOL Laser Welder.

BEST NEW TOOL DISCOVERY Laser Welder.

BEST PART OF THE JOB You are always learning

and being creative.

WORST PART OF THE JOB Cleaning your bench.

BEST TIP FROM A JEWELLER Keep your standards

high! Never hand over a job you are not satisfied with -

the customer will wait for the perfect creation.

BEST TIP TO A JEWELLER Keep learning.

There is always something new to learn, no matter

how old you are. Oh, and nobody likes a know-it-all!

BIGGEST HEALTH CONCERN ON THE BENCH: Not

exercising; it’s important to try and make up for the

lack of heavy labour and relieve stress with exercise.

LOVE JEWELLERY BECAUSE I get to work with my

hands creating or fixing jewellery everyday. It’s also

rewarding to finish a job and move on to the next thing.

48 | May 2025

May 2025 | 49

OPINION

Soapbox

Challenging the way we view

customer loyalty with science

Everyone knows customer loyalty is essential; however, few know where to begin.

ESTHER LIGTHART takes a fresh look at the importance of customer loyalty.

Customer loyalty is an indispensable

pillar of success in the fiercely competitive

jewellery industry. I’m sure that you’ve

been told this hundreds of times and

that your experiences within your store

have proven it to be true.

Loyal customers increase the likelihood

of repeat purchases and provide

invaluable word-of-mouth marketing

opportunities when they leave your store

happy and satisfied.

These enthusiastic customers share their

positive experiences with friends and family,

meaning that your business may be at the

top of their list when it comes time for their

next jewellery purchase.

Committed consumers also tend to provide

open and honest feedback, which can be

crucial for identifying areas for improvement

in your business. A solid customer base can

offer your business an essential competitive

advantage in a retail environment dominated

by increasingly diverse competition.

While the significance of customer loyalty

is well understood and rarely disputed,

the real challenge lies in how to generate

it. Everyone knows customer loyalty is

essential; however, few people can tell

you how to create it.

How do you turn casual customers into

dedicated supporters of your business?

This is a burning question in modern retail.

I recently read The Science of Loyalty, and

it changed my perspective on the topic.

The research presents an intriguing new

perspective, delving into the psychological

and neurobiological principles that drive

consumer behaviour. It has reshaped my

understanding of customer loyalty.

The report details the Loyalty Wheel, a

framework based on four neurobiological

drivers of consumer loyalty: emotion,

memory, reward, and social interaction.

These principles are fundamental in

the jewellery industry, where purchasing

decisions are often intertwined with

emotion and personal meaning.

More interestingly, the report outlines

a spectrum of commitment, describing

levels of loyalty found in customers.

At one end of the spectrum are those with

‘inert loyalty’ driven by mere convenience.

Next are ‘habitual loyalists’, who make

repeat purchases out of routine.

At the higher end of the spectrum are

customers with ‘dedicated loyalty’ who

feel a deep emotional connection to your

business. The final form is customers

with ‘fandom loyalty’, where customers

love your products and see their values

reflected in your business.

Understanding where your customers

fall on this loyalty spectrum is essential

as you tailor your interactions on a

case-by-case basis.

The mission is to gradually move

customers up the spectrum, fostering

loyalty with each interaction. The more

customers you move onto higher levels,

the more repeat sales your business

can expect.

I’m sure that sounds simple enough!

But how do you foster this increase in

loyalty? The report also offers some

actionable strategies that I believe can

be easily applied by jewellery retailers.

For example, ensure that your business

remains at the forefront of your customers’

minds by maximising what’s known as

‘smart exposure’. Strategically place

your logo on packaging and marketing

materials to subtly yet consistently

increase recognition.

Encourage confidence in your customers

by consistently showcasing the exceptional

quality and craftsmanship of your jewellery

whenever possible. Nobody should ever

leave your store unsure if they made the

right choice!

Everyone appreciates simplicity in

decision-making, and nobody likes to

feel overwhelmed. Likewise, alleviate

decision fatigue for your customers

by offering curated collections or

personalised recommendations

tailored to their preferences.

People enjoy knowing their opinions

matter, so engage customers and solicit

feedback on new designs and collections.

When customers feel heard, they develop a

profound sense of loyalty your business.

Encourage

confidence in

your customers

by consistently

showcasing

the exceptional

quality and

craftsmanship

of your

jewellery

whenever

possible.

Expanding on this idea, enhance customer

involvement by offering personalisation

options that allow them to participate in

the design process. This fosters a sense

of ownership and makes them feel like

‘co-creators’ of their unique jewellery.

Position your pieces as the perfect,

thoughtful gift for a suitable occasion

to strengthen your customers' emotional

connection toward your jewellery.

Drive repeat business by introducing

loyalty programs or subscription services

for ongoing services such as jewellery

cleaning and repairs.

Additionally, streamline the purchasing

process, whether in-store or online, to

eliminate obstacles and ensure a smooth,

enjoyable experience for your customers.

Offering personalised rewards, such as

exclusive previews of new collections or

special discounts on milestone events such

as an anniversary or birthday, shows that

they aren’t just another customer of your

business and further cements their loyalty.

Finally, consider implementing gamified

loyalty programs where customers can

accumulate points for purchases or

engagement, redeemable for rewards.

This can add fun and incentive to their

interactions with your business.

If I learned anything from this research,

customer loyalty should always be viewed

as more than a marketing goal — it should

be a comprehensive business strategy.

The modern retail environment presents

consumers with a never-ending list of

choices, and developing loyalty is the key

to the future success of your business.

As a busy jewellery store owner, it can be

impossible to know where to begin.

Taking the scientific approach changed how

I view this all-important topic. Hopefully, my

experience offers you some direction.

Name: Esther Ligthart

Business: Bizzita

Position: Owner

Location: Netherlands

Years in the industry: 30

50 | May 2025

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52 | May 2025

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