Jeweller - June 2025

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY JUNE 2025
Sparking Hope Decoding Diamonds A Powerful Shift
APPRENTICESHIPS SHINE BRIGHTER
NATURAL & LAB-GROWN –
CULTIVATING A POWERFUL
WITH STRONG INDUSTRY SUPPORT
WHAT HAS THE MARKET CHOSEN? CUSTOMER CULTURE IN YOUR STORE

2 | June 2025

SINCE 1996
Helping you shine
yesterday, today
& tomorrow.
YOUR LEADING SUPPLIER OF PINK ARGYLE, WHITE DIAMONDS & DIAMOND JEWELLERY
NEW SOUTH WALES
VICTORIA
QUEENSLAND
NEW ZEALAND
Suite 301, Level 3
70 Castlereagh Street
Sydney 2000
Suite 502, Wales Corner
227 Collins Street
Melbourne 3000
Unit 17, Level 111
138 Albert Street
Brisbane 4000
Suite 4K
47 High Street
Auckland
02 9232 3557
sydney@worldshiner.com
03 9654 6369
melbourne@worldshiner.com
07 3210 1237
brisbane@worldshiner.com
+64 9 358 3443
nz@worldshiner.com
worldshiner.com
SCAN HERE
TO CONTACT
& CONNECT
June 2025 | 3

Introducing…
A new range of diamond jewellery featuring some of
the last of the champagne diamonds from the Argyle Mine.
Brought to you by Australia’s Coloured Diamond Specialists
ninasjewellerywholesale.com.au
EST• 1965
Nina’s Jewellery proudly supports White Ribbon Australia. Stand up, speak out and act to end men’s violence against women.
4 | June 2025

The Rosewood range by Nina’s uses Argyle champagne diamonds - stones that can no longer
be found on the market - to create stunning pieces of jewellery. They embrace the contrast
between high-shine gold and sharply-faceted sparkle, with a uniquely Australian tone.
Rest
2500671 in 9k two-tone gold
Rove
0201594 in 9k two-tone gold
Rant
0301166 in 18k two-tone gold
Reef
2500672 in 9k two-tone gold
Rain
2600914 in 9k two-tone gold
Reap
0201593 in 18k two-tone gold
Raya
2600913 in 9k two-tone gold
Loose Argyle champagnes
Available now!
Rome
2700444 in 9k two-tone gold
Rune
2700447 in in 9k two-tone gold
Rush
2800749 in 9k two-tone gold
Rare
3100662 in 9k two-tone gold
ninasjewellerywholesale.com.au
EST• 1965
Celebrating 60 years as Australia’s Coloured Diamond Specialists.
June 2025 | 5

Discover the delicate allure of the Blush Pink Collection - a tribute to Australian heritage and natural beauty.
Each piece in the Blush range showcases rare light pink diamonds, sourced from the renowned Argyle mine in
the Kimberley region of Western Australia. Thoughtfully designed and expertly handcrafted, these timeless
jewels blend elegance with history, creating wearable heirlooms that celebrate both grace and origin.
02 9290 2199
pink@samsgroup.com.au
Pinkkimberley.com.au/collections/blush-pink
Become a stockist today!
6 | June 2025

For over 15 years, Pink Kimberley has been devoted to crafting exceptional pink diamond jewellery,
honouring the rare beauty of Argyle pink diamonds from the East Kimberley region of Western Australia.
The latest Pink Kimberley Ring Collection celebrates the exquisite luxury of these natural treasures with
captivating engagement ring designs. Each ring is paired with a perfectly matched wedding band,
meticulously crafted to sit in seamless harmony - creating the ultimate pink diamond wedding stack!
02 9290 2199
pink@samsgroup.com.au
PinkKimberley.com.au
Become a stockist today!
June 2025 | 7

8 | June 2025

June 2025 | 9

NEW DIAMOND-CUT RANGE
From 1mm to 4mm Rounds
AMETHYST, CITRINE, RHODOLITE, ALMANDINE, SPESSARTITE
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10 | June 2025
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03 9654 5200
sales@oagems.com
oagems.com

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY JUNE 2025
APPRENTICESHIPS SHINE BRIGHTER
NATURAL & LAB-GROWN –
CULTIVATING A POWERFUL
WITH STRONG INDUSTRY SUPPORT
WHAT HAS THE MARKET CHOSEN? CUSTOMER CULTURE IN YOUR STORE
JUNE 2025
Contents
This Month
Industry Facets
13 Editorial
14 Upfront
18 News
30
33
48
10 YEARS AGO
Time Machine: June 2015
LEARN ABOUT GEMS
Around The World: Topaz
MY BENCH
William Masters
37 WHITE DIAMOND REPORT
Gaze into the crystal ball
As the debate between natural and
lab-created diamonds continues, what
does the future hold for the industry?
28 Events
Features
34
50
SOAPBOX
Maxine O'Brien
FIGHTING FOR A BETTER FUTURE
Important progress made for jewellery apprentices
37
2025 WHITE DIAMOND REPORT
What does the future hold for the diamond industry?
Better Your Business
34 APPRENTICES
A brighter future
The campaign to advance and bolster support
for apprentices in the local jewellery industry
has continued, with important progress made
in recent weeks.
42
44
45
46
47
BUSINESS STRATEGY
STEVEN VAN BELLEGHEM says it's time to make some fundamental changes.
SELLING
TOM MARTIN explains the value of language in the sales game.
MANAGEMENT
DOUG FLEENER reveals the pitfalls of the all-too-common 'to-do' list.
MARKETING & PR
SARAH SMITH YKORUK argues that digital marketing should drive your sales.
LOGGED ON
DAVID BROWN outlines the impact on AI on retail businesses.
33 AROUND THE WORLD
The many faces
of topaz
Discovery the
fascinating history and
promising future of
sparkling topaz.
FRONT COVER
Celebrating 60 years as Australian
natural coloured diamond specialists,
Nina’s Jewellery, the only Australian
wholesaler with Argyle Pink Diamond
Select Atelier status, showcases
the Splendour - their resident ray of
sunshine, crafted from yellow and Argyle
pink diamonds. To learn more visit:
ninasjewellerywholesale.com.au
Sparking Hope
Decoding Diamonds
A Powerful Shift
June 2025 | 11

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12 | June 2025

Editor’s Desk
Retail racket: Exposing online jewellery scammers
Who will step up and stop these supposed ‘ghost stores’ scammers?
SAMUEL ORD documents interesting discoveries from an ongoing investigation.
Jeweller recently reported on an
international scam that the mainstream
media has described as ‘ghost stores’ –
websites claiming to be Australian-based
businesses that target consumers with
false and misleading claims.
Unfortunately, the term ‘ghost stores’ does
not adequately describe the swindle being
perpetuated on Australian consumers – this
is a scam. Indeed, unsuspecting customers
are presented with glossy websites featuring
aggressively discounted products, justified
by emotional stories from the owners.
Many of these websites feature fabricated
reasons for Closing Down Sales, ranging
from retirement to poor health. Some
websites detail ‘sob stories’ with images of
the owners standing in front of the store.
The problem is that none of it is true. The
stores and the owners don’t exist. In one
notable example, a raging fire tragically
destroyed the store, forcing the retailer to
sell products online at slashed prices!
An astute shopper would likely ask an
obvious question: If the store burned down,
how is there any stock left to be sold?
These scammers target Australian jewellery
consumers, and not only are they swindling
them, but this illegal conduct also harms
genuine retailers. Given the ‘make-up’ of
the independent jewellery retail market, this
means that these ghost stores are damaging
authentic family-owned businesses.
These websites are like a zombie horde – as
soon as one is taken offline, another website
is up and running, aided by easy-to-use
and replicate e-commerce website design
platforms. Most of these businesses tend to
be based overseas, despite often claiming to
be located in Melbourne, Sydney, or one of
Australia’s picturesque tourist hotspots.
An investigation by The Guardian claims
to have found more than 140 scammer
websites operating offshore while
pretending to be a local business.
Jeweller’s research in recent weeks has
gone further and identified many more.
These scam shops are intriguing. They
exhibit striking similarities while diverging
in compelling ways. Patterns suggest that
many of these websites may be run by the
same people or groups.
Each website’s approach to deception varies,
ranging from subtle misrepresentations to
bold, outright fabrications. Broadly speaking,
the one thing these online retailers have in
common is that the central business model
is drop shipping.
For those unfamiliar, drop shipping
for retailers involves selling jewellery,
accessories, and clothing without holding
inventory. When a customer orders
online, the retailer forwards it to a
third-party supplier who ships it directly
to the consumer.
There’s nothing wrong with drop shipping,
as long as you don’t lie to consumers about
what your business does and where the
products are sourced!
With that said, the deceptive and misleading
actions these online retailers are willing to
take can differ significantly. For some, it’s
merely the suggestion that the jewellery has
been handmade when it’s mass-produced.
For others, the lies include long-winded
stories of hard-working family businesses
falling on hard times, coupled with
AI-generated images of the owners.
As I recently discussed, the most common
advice for consumers is to exercise caution
when shopping online. Unfortunately, this
advice contradicts the very attraction of
these shady businesses.
Shopping online is meant to be quick
and convenient, and taking the time to
investigate the claims of these businesses
flies in the face of the experience consumers
are looking for online. Other, more practical
advice is available. If the prices appear too
good to be true, they probably are!
As another example, taking the time to
check when a website was registered can
be revealing. Many of these websites claim
to have decades of experience despite often
being registered within the past 12 months.
Some sources suggest checking reviews
on websites such as Trustpilot, as an
overwhelming flood of negative reviews and
a distinct lack of any positive feedback is
unusual for most businesses.
Using unusual payment methods, a
strange website layout, and odd URLs is
circumstantial evidence that an online
retailer may be untrustworthy.
Consumers who
have been forced
to learn a harsh
lesson deserve
sympathy and
not scorn.
Interestingly, a report from ABC highlighted
the information on Facebook’s ‘transparency’
page, where the country of origin for an
account’s administrators can be determined.
This report found that many of these online
retailers are active on Facebook, and
despite claiming to be Australian, overseas
administrators exclusively operate the pages.
On the surface, this is merely circumstantial
evidence, as many businesses outsource
social media and website management
overseas. With that said, Jeweller’s research
has uncovered some interesting findings.
Major jewellery chains, accounting for
hundreds of stores, almost exclusively
have Australian and New Zealand-based
administrators. Jewellery chains such as
Michael Hill International, Shiels, Angus
& Coote, Goldmark, and Zamels were
compared, and these Facebook pages are
almost always managed by administrators
based in their local markets.
With thousands of stores internationally, the
Pandora Facebook page is still managed
by users from Australia (14), Denmark (7),
the UK (7), Argentina (1), and Ukraine (1).
The same can be said for Lovisa, which
is managed by accounts in the US (9),
Australia (4), and South Africa (3).
With that in mind, it would seem most
unusual that when social media accounts
of large jewellery chains can be managed
by administrators based in local markets, a
small ‘mum-and-dad’ store based in Sydney
or Melbourne would outsource similar tasks
to professionals in Pakistan, China, India, the
Netherlands, Vietnam, or Indonesia!
Furthermore, Jeweller was recently
contacted by a business owner who explained
that hundreds of images and product
descriptions were stolen from her website.
If you’re somewhat ‘digitally literate’, it’s easy
to wave away consumers who have been
burned searching for a bargain as foolish –
they should’ve known better. All the signs
were there!
Many of these scams are sophisticated, and
while consumers should know better, not all
do. When consumers are forced to learn a
harsh 'life lesson', most deserve sympathy,
not scorn.
SAMUEL ORD
EDITOR
June 2025 | 13

Upfront
Rewind: Best Bench Tip
Stranger Things
Weird, wacky and wonderful
jewellery news from around the world
Split-second Midas touch
Scientists at CERN found a way
to turn lead into gold with just some
very fast science. They smashed lead
atoms together, and sometimes gold
atoms appeared for a split second
before disappearing. Super detectors
counted 86 billion gold atoms, which
is actually a tiny amount at just 29
picograms. So while turning lead into
gold is real, you’ll need a microscope
(not a wheelbarrow), for
this gold rush!
Watches boasting the Trump brand
are back in the media spotlight,
thanks to a comedic misprint.
Tim Petit from Rhode Island spent
US$640 for a limited-edition pink
‘Inauguration First Lady’ Trump
Watch to surprise his wife. But when
it arrived, surprise turned to mild
outrage — a crucial ‘T’ was missing
from the dial. Instead of a Trump
Watch, the couple became the proud
recipients of a limited-edition
‘Rump Watch’.
APRIL 2019
“Be patient and listen,
believe in your ability and
never be afraid to learn or
try something new.”
DAVID MURPHY
DAVID MURPHY JEWELLERS
HISTORIC GEMSTONE
The Jomon Pearl
The Jōmon Pearl, discovered in 1958 at the Urawa site in Saitama
Prefecture, Japan, is a remarkable artifact from the Jōmon period
(circa 14,000–300 BCE). This era is characterised by
its distinctive cord-marked pottery and sedentary hunter-gatherer lifestyle.
semi-
The pearl, measuring approximately 8
mm in diameter, is believed to have
been used as a decorative item,
possibly strung as a necklace or
sewn onto clothing. Its presence
in a Jōmon archaeological context
suggests that the people of this
period had access to marine
resources and engaged in activities
such as shellfishing.
Timeless Trends
So far this year, customisable
modular jewellery is trending —
consumers are searching for pieces
that can be rearranged or layered
for different looks. Stackable rings,
interchangeable pendants, and clipon
charms offer personal expression
through dynamic and versatile mixand-match
designs.
Images: Nomination
Images: Chanel
Lucky diamond discovery
A Minnesota man is the latest
tourist to leave Arkansas’s Crater of
Diamonds State Park with a sparkling
souvenir. David DeCook discovered
a 3.81-carat brown diamond while
strolling with his family, mistaking
it at first for a candy wrapper. Park
officials say that recent rainfall has
made spotting diamonds much easier
for visitors. Since 1906, an estimated
75,000 diamonds have been found
at the park, making it a hot spot for
treasure hunters of all ages.
Slowly embracing the future
Researchers from the Queensland
University of Technology have found
that while Australians generally
trust retail technology, they remain
hesitant to adopt new advancements
quickly, mainly due to concerns
over security and privacy. The loss
of human interaction is another key
issue. While many Australians embrace
new technologies in their everyday lives,
they are less willing to accept them from
organisations despite a growing appetite for
convenience via automation.
Campaign Watch
Chanel has selected French-
Algerian model Loli Bahia as the face
of its new N°5 Fine Jewellery creations.
A campaign film shot through the eyes
of Gordon von Steiner, a New Yorkbased
filmmaker, offers a dreamlike
interpretation of the collection.
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.

TO BE CHANGED
June 2025 | 15

On the Market
1
2
3
4
5
JUNE
Product
Spotlight
Jeweller’s monthly compiled
snapshot of the latest and greatest
products to hit the market.
6
7
8
1 O’NEILS AFFILIATED Discover O’Neil’s tanzanites – exceptional stones, meticulously hand-selected from the heart of Jaipur’s most reputable cutting houses. Each one showcases vibrant color and exquisite
precision, reflecting the heritage, skill, and artistry of master cutters. 2 NINA’S JEWELLERY The Splendour diamond ring features a 0.90 carat center diamond, haloed by Argyle pink diamonds and a pear-cut pink
diamond petal. Eleven fancy yellow pear-cut diamonds and a twist band with 30 white diamonds. Crafted in 18 carat white and rose gold, it radiates floral-inspired luxury. 3 FESTINA | Avstev Group The Festina Chrono
Bike 2025 features a durable 45.5mm stainless steel case, precise MOS20 quartz movement, and a vibrant dial with luminescent markers. With 20 ATM water resistance, three subdials, and a secure steel strap, it’s
built for style, performance, and endurance. 4 THOMAS SABO | Duraflex Group Australia These creole earrings feature nature-inspired pendants and freshwater pearls. The design is versatile — the pendants can be
removed so the small creoles with pearls can be worn alone for a simpler style. 5 ATHAN The Tapered Ribbed Huggie is a rounded, ribbed earring in polished yellow gold that gently hugs the earlobe. Both bold and
easy to wear, it comes in 9 or 18 carat gold and is perfect for everyday use. 6 BOLTON GEMS Crafted in 18ct rose gold, this striking ring showcases a 9x7mm cushion-cut pink tourmaline held in a classic claw setting.
The vibrant centre stone is framed by a double halo of round brilliant cut diamonds, with additional diamonds flowing down split shoulders totalling 1.37 carats. 7 NOMINATION | Timesupply Celebrate Australia and
New Zealand with Nomination Jewellery’s unique links, featuring iconic symbols from both countries. Discover charms adorned with flags, famous landmarks, sports, and beloved native animals. 8 SAPPHIRE
DREAMS | 16 SAMS Group Celebrate | June the 2025 brilliance of Australian sapphires – a central sapphire is encircled by a radiant halo of smaller sapphires and white diamonds, offering unmatched sparkle and sophistication.

June 2025 | 17

News
Lights out for Australian
fashion jewellery chain
Australian fashion jewellery chain Colette by Colette
Hayman is reportedly shutting its doors for good.
Around 400 jobs are expected to be lost as a result
of the collapse of Marquee Retail Group, the owner
of retailers Colette by Colette Hayman and
The Daily Edited.
In April 2024, it was announced that Marquee Retail
Group had been placed into voluntary administration.
This was the second time in four years administrators
had been appointed to Colette, a chain that once
had more than 100 stores across Australia and
New Zealand.
Retail trade publication Ragtrader reported that
insolvency firm Mackay Goodwin has confirmed it is
currently working with Marquee Retail Group to wind
down all entities.
A spokesperson stated that, despite the company's
best efforts, it has been unable to recover from
economic headwinds.
“We are anticipating up to 400 jobs will be lost
as a result of the closures and we will work with
the impacted employees to make claims through
government assistance programs once the companies
are placed into liquidation,” Mackay Goodwin explained.
Various media reports have detailed flash clearance
sales across the country, with significant discounts
offered on items ahead of closure.
As reported by 7News, a sign outside the Colette
store at Westfield Tea Tree Plaza in South Australia
on Thursday read: “Final day of trade. 60–80% off.
Everything must go!” Staff also reportedly informed
the publication that the business was being
permanently closed.
The company's Facebook page is also promoting a
flash sale. Marquee Retail Group is owned and
chaired by Bernie Brookes, the former CEO of Myer.
Jeweller’s 2024 State of the Industry Report recorded
58 Colette stores in Australia, and the chain has a
significant presence on the east coast.
Mackay Goodwin said that most of the Colette
By Colette Hayman stores are already closed,
with 10 remaining stores offering clearance sales.
The remaining stores are located in New South Wales,
Victoria, Queensland, and Western Australia.
Playing both sides: international diamond industry
reacts to closure of Lightbox brand
The De Beers Group has announced the shutdown
of Lightbox Jewelry, the lab-created diamond
jewellery brand.
Lightbox was launched in 2018 by the world’s
largest diamond producer in a move that shocked
the jewellery trade. Seven years later, the brand is
being closed, driving industry speculation about
the state of the market.
The company stated that the controversial brand
is being shut down due to the dramatic decline
in lab-created diamond pricing. The move was
described as a commitment to the future of
natural diamonds.
In an interview with the New York Times, CEO Al
Cook emphasised the importance of differentiation
between natural and lab-created diamonds.
“For 600 years, people have loved natural
diamonds because they are beautiful and rare,"
Cook said.
“Synthetics aren’t rare, and they certainly won’t be
in 600 years’ time. Natural diamonds will be even
more scarce than they are now. Then again, none
of us will actually be around to find out.”
He added: “The fact that you can now buy a
$USD299 engagement ring at Walmart would be
a win in the eyes of my predecessors. Because
some retailers are still selling that ring for
$USD3,000, we have work to do to differentiate
and push the desirability of natural diamonds.”
When Lightbox was launched, Bruce Cleaver
was CEO of De Beers. During an ‘exit’ interview
with JCK Online in 2023, he discussed the risks
involved in establishing the brand and highlighted
the importance of ‘separating’ the two categories
from a consumer perspective.
“I say to people, it’s one of the scariest things
I’ve ever done. If we launched this product
too soon, we may legitimise a whole category
quicker than we should have. What if it was
launched too late, and the genie was out of the
bottle?” Cleaver asked.
“We probably launched it at about the right time.
I’ve been surprised there’s been very significant
growth in lab-grown production in the last 18
months. But my view is that it will accelerate the
two markets separating.”
When Lightbox was established, it deviated from
industry norms and instituted a controversial fixed
pricing model of $USD800 per carat.
In an interview with Jeweller, chief marketing
officer Sally Morrison stated that, because the
diamonds are manufactured rather than mined,
pricing should reflect the production costs.
This structure was changed to $USD500 in May
2024, reflecting the significant decline of labcreated
diamond prices.
Diamond industry analyst Paul Zimnisky noted
that many consumers still struggle to understand
the distinction between natural and lab-created
diamonds due to the pricing disparity.
“There is still a lot of confusion among prospective
buyers,” he said.
“Consumers have been told over and over that
the two products are exactly the same, when the
reality is they can be chemically distinguished
with certainty.”
“Consumers are willing to spend ten times
more for a natural diamond, but they need to
be guaranteed that what they are buying is, in
fact, a natural [diamond].”
Zimnisky was asked about the implications of this
consumer confusion remaining unaddressed and
said that it would be ‘industry suicide’.
Lightbox briefly experimented with engagement
jewellery in 2023; however, amid significant
jewellery industry backlash, this ‘test’ of the
market was concluded. Writing for The Diamond
Press, industry analyst Avi Krawitz suggested that
this experiment reinforced the fact that De Beers
couldn’t compete in the engagement jewellery
market with lab-created diamonds without
undermining the value of natural diamonds.
He suggests that this lesson positioned De Beers
to choose between the two categories, instead of
playing both sides of the fence.
“Disrupting the lab-grown diamond market was
never a one-brand job. It requires an industrywide
strategy. A coordinated approach built on
cost-based pricing, quality assurance instead
of grading, and fashion-focused positioning
would carry far more weight if adopted at scale,”
Krawitz writes.
“With Lightbox now shuttered, De Beers
appears to be returning to its roots —
partnering with retailers and reviving category
marketing to reaffirm the unique value of
natural diamonds. It’s a course correction
that, had it come sooner, might have saved the
industry years of mixed messaging.”
“Still, it’s a welcome shift — not just for De Beers,
but for a trade that’s long needed a clearer
narrative and more unified strategy in the face of
lab-grown disruption.”
He concluded: “The burning question is whether
the industry will rally behind an effort De Beers is
only now — and finally — free to lead.”
One year ago, De Beers announced that it would
no longer produce lab-created diamonds for
jewellery, switching to stones used in industrial
applications. Element Six, the company’s
lab-created diamond production unit based in
Oregon (US), will continue to produce industrial
lab-created diamonds.
18 | June 2025

News
All the fun of the Gold Coast fair in a new location
Jewels on the Harbour to
celebrate jewellery industry
Following the success of the Australian Jewellery
Fair in April, event organiser Expertise Events has
announced the 2026 dates and venue.
And in a surprise move, the location has changed.
The fair’s managing director Gary Fitz-Roy said,
"The Australian jewellery industry has recognised
the importance of a trade fair at the beginning
of the year and providing a single venue where
the groups collectively run their conferences
alongside, and after two fantastic years at the
Gold Coast, we’re excited to announce a bold new
chapter for The Australian Jewellery Fair.
“We are moving to Adelaide!”
The significant support of the fair indicates
there’s a need for a trade event at the beginning
of the year to take advantage of the retailer’s need
to re-stock after the Christmas and New Year’s
trading cycle.
For those who have attended as suppliers or
retailers, part of the success and charm of the
Gold Coast was the holiday-like atmosphere.
The three buying groups - which have thrown
their collective support behind the AJF - have also
been responsible for capturing and promoting the
combination of a holiday-like business trip.
Fitz-Roy explained the decision to move the
AJF to Adelaide was made with the backing
of the groups that hold their conferences in
conjunction with the fair.
“After consultation with the buying groups, we
have decided to keep the buzz alive and in order
to continue to keep our early year fair fresh,
vibrant, and eagerly anticipated year after year,
it’s time to take the next step.
“We believe South Australia will continue that
holiday-like buzz and atmosphere. And by the
way, this doesn’t mean Adelaide is our new
permanent home, it’s just the next chapter in
our larger vision,” he said.
Adelaide will be an exciting location in terms
of a tourism and business event for the
jewellery industry.
“The world-renowned Adelaide Convention
Centre will also assist jewellery wholesalers
that might not have regular access to such
opportunities, opening doors to fresh business
prospects,” Fitz-Roy said.
He added: “It would surprise no one that we have
taken a leaf out of the AFL’s “Gather Round”
which has breathed new life into Adelaide.”
The decision has other advantages including
being more central for Victorian, Tasmanian and
Western Australian retailers as well as being
served by more flights and airlines.
“Adelaide has the added advantage of being
easily accessible with a wider choice of daily, cost
effective flights than the Gold Coast. The Adelaide
Convention Centre will be more convenient for
visitors from Western Australia while, at the same
time, being easily accessible with a wider choice
of daily flights from all major East Coast capital
cities than the Gold Coast,” Fitz-Roy said.
And following on from the success of the Gold
Coast, he is “confident that our move to ‘City
of Churches’ will roll out the red carpet for the
industry, in full knowledge that jewellery retailers
and wholesalers will enjoy - and combine - the
tourist advantages that South Australia has to
offer while on business.”
Part of the success of the AJF has been the way
it is positioned in the market.
As a smaller show - one not competing with
the full scale international event in Sydney - the
AJF will remain as boutique-style fair in and
tabletop format.
“The location will change but our successful
formula won’t. Not only does the tourism and
vacation angle play a vital part in the success
of The Australian Jewellery Fair, so does our
strategy.,” Fitz-Roy said.
“It will maintain the up-close and personal
approach.”
The 2026 Australian Jewellery Fair will once
again be held in April (19-20) in Adelaide with
an anticipated move to another tourism city
in 2027.
The upcoming International Jewellery Fair (IJF) in Sydney
will be headlined by a first-of-its-kind special event to
advance unity in the Australian jewellery trade.
Called ‘Big Night Out’, the industry event will take place
on the waters of Sydney Harbour on Saturday 23 August.
Supported by Nationwide Jewellers, Showcase Jewellers,
and the Independent Jewellers Collective, the harbour
cruise is all inclusive with food, drinks and entertainment.
Traditionally, each buying group hosts its respective
members’ awards event during the Sydney Fair, which
sometimes causes scheduling issues for suppliers and
retailers. This year, the three buying groups and other
industry associations will gather for a time and costeffective
event.
Expertise Events managing director Gary Fitz-Roy praised
the buying groups for advancing the interests of the local
jewellery trade in a collaborative manner saying: “This
will be a great celebration for the whole industry.”
“While the groups have traditionally held independent
dinners and awards, it’s become increasingly difficult
for suppliers in terms of both time and cost. This new
initiative affords us the opportunity to all come together —
one night, one celebration, one industry.”
The positive presence and activities of the three buying
groups at the Australian Jewellery Fair on the Gold Coast
in April was noted and similar feedback was generated
during last year’s International Jewellery Fair.
The ‘Big Night Out’ event will be open to all retailers,
including independent stores and manufacturing
jewellers as well as industry suppliers.
In addition, this year’s Sydney Fair will feature key industry
associations, such as the Gemmological Association
Australia (GAA), the National Council of Jewellery Valuers
(NCJV), and the Opal Association of Australia (OAA).
After the success of last year’s Mystery Box Challenge
for jewellery apprentices, Fitz-Roy said students are also
encouraged to attend the event.
“We are also promoting the night as Jewels on the
Harbour and not only will it be an evening of glamour,
networking, and recognition — it also represents
a smarter, more streamlined approach to industry
engagement,” Fitz-Roy added.
“I know exhibitors and suppliers will fully support
the concept and use the night to take more of their
staff along as well. It brings efficiency and unity to the
forefront, allowing the entire community to celebrate
achievements, strengthen relationships, and toast to
the future together.”
“I commend the buying groups for coming together
and putting the good of the industry first. Along with
independent and manufacturing jewellers, and the
major associations all supporting one night of celebration
that unites the whole industry, it opens the doors to wider
collaboration.”
The 2025 IJF takes place at ICC Sydney Darling Harbour
23-25 August.
June 2025 | 19

News
Controversial auction of religious
relics postponed after complaints
Classique watches are renowned for their timeless
elegance and precision craftsmanship. Inspired by
traditional Swiss watchmaking, Classique timepieces
feature refined detailing, classic dials, and
high-quality materials. With a focus on both
aesthetic appeal and mechanical reliability,
Classique watches cater to those who appreciate
understated luxury and enduring style. Whether for
formal occasions or everyday wear, they
embody sophistication and tradition.
Prominent auction house Sotheby’s has postponed an event in Hong Kong
dedicated to the sale of sacred gemstones and items from India after threats
of legal action.
The Piprahwa Gems of the Historical Buddha Mauryan Empire, Ashokan Era,
circa 240-200 BCE, was scheduled for 7 May.
In a letter to the auction house, the Indian government said that the relics
constituted "the inalienable religious and cultural heritage of India and the
global Buddhist community. Their sale violates Indian and international laws,
as well as United Nations conventions."
Sotheby's confirmed that the auction had been postponed in an email to
the ABC.
"In light of the matters raised by the Government of India and with the
agreement of the consignors, the auction of the Piprahwa Gems of the Historical
Buddha, scheduled for 7th May, has been postponed," the company said.
"This will allow for discussions between the parties, and we look forward to
sharing any updates as appropriate."
Known as the Piprahwa gems, this collection has been held by a museum or
a state, but rather by the family of William Claxton Peppé, the English explorer
who excavated the holy burial ground in 1898.
Chris Peppé, one of three descendants who now possess the items, told the
BBC that the family had explored donating the collection to various Buddhist
stakeholders; however, doing so would have presented 'unspecified problems'.
ClassiqueWatches.com
Become a stockist today 02 9290 2199
Unreported retail crime remains problem
A startling amount of crime in New Zealand targeting retailers is never
reported to the police, according to a recent report.
Retail NZ’s COMS Retail Crime Report 2024 found that 99 per cent of
participants in a recent survey had experienced some form of retail
crime or anti-social behaviour over the past year – more than 140,000
incidents across 1,500 stores.
Even more concerning was that almost 40 per cent of these crimes were
not reported to the police. Participants provided various explanations, such
as it not being worth the time and effort, the offending being discovered too
late, and concerns that the police wouldn’t do anything.
“In this latest survey, we focused on identifying the actual level of retail
crime in New Zealand, confirming that it is much higher than official
statistics show,” CEO Carolyn Young explained.
“Every day, retailers are dealing with threatening, violent or simply
unpleasant customers, who are trying to steal or damage their property.
Almost every retail worker has been affected by crime and aggression,
which is traumatic for those directly involved and their colleagues.”
The report's data reveal an increase in retail theft of 25 per cent. On a
more positive note, aggravated robbery declined by 10 per cent.

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strategic & digital marketing, professional expertise, business analysis & mentoring,
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June 2025 | 21

News
Lovisa founder launches new fine jewellery chain
In a somewhat unusual marketing campaign,
Jewells has a YouTube channel that is releasing a
series of ‘documentary-style’ videos documenting
the launch of the fine jewellery chain.
“Jewells is an adaptation and outflow from Lovisa,
and Lovisa has been marvellously successful around
the world, and customers around the world love
Lovisa,” Blundy explains in one video.
Billionaire retail boss Brett Blundy, the founder
of Lovisa, is preparing to launch a new fine
jewellery chain.
Blundy is the chairman of BB Retail Capital and
launched Lovisa as a fashion jewellery chain in
2010 as an ‘extension’ of Diva. Today, Lovisa has
nearly 1,000 stores worldwide and operates in
around 50 countries.
Now, Blundy is taking aim at the fine jewellery
market with the launch of ‘Jewells’ in the UK, with
seven stores expected to open in the coming weeks.
As reported by the Australian Financial Review,
the chain had initially planned to open 15 stores
at launch, but was unable to secure locations with
UK landlords.
“The evolution of the ability to bring much more
elevated and much more elegant products is now
what they need.”
“Our number one job is to figure out what the
customer is going to want – sometimes they don’t
even know what they want at the moment. Then we
will deliver it in a package that is appealing. There is
a void that needs to be filled. It’s our job, our duty, to
do that.”
Companies House, the UK’s business registry,
records Christopher Lauder as the director of
Jewells Retail Limited, which was incorporated in
November 2024. Lauder is also a director of Lovisa.
Peter Bohn is listed as the CEO of Jewells and
has worked with Blundy at both Lovisa and Diva.
The main shareholder is Lovisa Australia, and the
relevant legal entity is Lovisa Holdings.
Jewellery retailer awards up for grabs at Sydney Fair
“They have different ideas; they analyse
performance and help set goals and plans to
achieve those goals. Business is no different, and
nor is the business of jewellery.
“Jewellery store owners are virtually the same
as tennis players - glamorous lifestyle and the
colossal incomes aside - in that they are experts at
what they do. Being an expert at jewellery doesn’t
automatically qualify you to be an expert at running
a business.”
At this year’s International Jewellery Fair in Sydney,
Retail Edge Consultants will launch the inaugural
Business Excellence Awards, celebrating the
accomplishments of local retailers.
Among the titles are Best Newcomer,
Transformation Award, Sales Growth Award, Most
Improved, and the Store of the Year Award.
Every member of Retail Edge’s Business Coaching
program will be entered into the awards, with
finalists to be announced on 24 July. Malcolm
Scrymgeour explained the value of coaching by
drawing a comparison with sports like tennis, where
individual excellence is rarely achieved without the
support of a strong team working behind the scenes.
“Very simply, the best players have a huge
advantage, coaches. A coach is someone who
holds a business owner accountable, challenges,
guides, and suggests, often bringing a different
perspective to a problem,” he told Jeweller.
Scrymgeour stated that, over the past year,
customers participating in the coaching program
have seen an average improvement of 4 per cent in
sales, equivalent to $116,000 in real terms.
“Every jeweller has a different situation, and the
definition of success is different for everyone. We
have one retailer who operated three stores, and
closed two,” he explained.
“That may sound like a ‘disaster’ to some people;
however, this jeweller has changed from working
seven days a week to five and is now operating at a
profit instead of a loss.
“In this example, the change in the business has
unfolded over just 18 months, and that’s something
we’re very proud of. We’ve helped the owner live a
better life, and it’s about more than just business;
it’s personal.”
The International Jewellery Fair is scheduled for
23-25 August at the International Convention and
Exhibition Centre in Sydney’s Darling Harbour.

News
Limited spots available for
unforgettable tour of opal fields
The Australian Opal Centre (AOC) has opened bookings for the upcoming
tour of the iconic gemstone fields in New South Wales, Queensland, and
South Australia.
The tour will depart from Sydney on 26 September (Friday) and return
on 4 October (Saturday), and positions are limited.
The first stop will be Lightning Ridge in New South Wales, the source of the
world’s finest black opal and rare opalised fossils. From there, the tour will
travel to Winton in Queensland to learn about boulder opal.
The tour then heads to Coober Pedy in South Australia, handling light
and crystal opal, before returning to New South Wales to visit White Cliffs,
where opal ‘pineapples’ are mined.
After a successful tour last year, AOC event organiser Maxine O’Brien
said it was an unforgettable journey.
“Throughout the tour, the lucky participants will enjoy stunning outback
landscapes and meet opal miners, cutters, sellers, gemmologists and
palaeontologists,” she said.
“The real star, however, will be Australian opal and the opportunity for
first-hand knowledge at the source of this elusive gemstone, with those
who know it best.”
Costs include charter aircraft, ground transport and tours, expert guides,
meals and accommodation.
CIBJO releases glossary to standardise
jewellery industry terminology
After three years of industry collaboration, the World Jewellery Confederation
(CIBJO) has released a draft of ‘The Blue List’, a glossary intended to
standardise terminology used for responsible sourcing and sustainability.
The draft includes precise definitions to prevent misuse and greenwashing
within the industry. CIBJO president Gaetano Cavalieri said it was essential
to improve credibility in the global jewellery industry.
“With growing demand for transparency, the absence of clear, harmonised
terminology has led to confusion, even among professionals,” he explained.
“By providing universally agreed language and guidance for substantiation,
we are creating a common ground that strengthens trust both within the
industry and with the public.”
A public consultation on the glossary began earlier this month and will
conclude in September. Industry members are encouraged to provide
feedback on CIBJO’s dedicated digital platform.
The final version of The Blue List is expected to be released in October.
June 2025 | 23

News
‘Meaningful’ progress
made in conflict diamond
language debate
Mediterranean Blue: Collectors finish with
$33 million return for beautiful blue diamond
After years of debate and disagreement, the World
Diamond Council claims that a recently proposed
broader definition for the term ‘conflict diamonds’
may receive industry approval.
At the recent Kimberley
Process intersessional
in Dubai (12-16 May),
the African Diamond
Producers Association
(ADPA) proposed a new
definition.
In a statement, World
Diamond Council
president Feriel Zerouki
said that this new
definition would include
an understanding to
encompass armed
groups, individuals, and
entities subject to United
Nations Security Council
sanctions.
FERIEL ZEROUKI
World Diamond Council
“Prepared with the will to
modernise the definition,
prepared with the will to make
the Kimberley Process
as impactful as it was at its
inception.”
“This contribution opened a path forward and brought
many stakeholders back to the table,” Zerouki said.
A remarkably rare blue fancy colour diamond
has become the most expensive gemstone sold
at auction this year after impressing collectors
in Geneva.
Sotheby’s hosted the sale of the Mediterranean
Blue, a 10.03-carat fancy vivid blue diamond,
on 13 May at the Geneva High Jewellery sale.
The diamond returned $USD21.5 million
($AUD33.42 million).
The diamond was discovered by Petra as a
31-carat rough at the Cullinan Mine in South
Africa. It was purchased by a private collector
from the US after a three-minute bidding war
with a rival. Sotheby’s head of jewellery, Quig
Bruning, said it was a landmark occasion.
“It is undoubtedly the defining stone of the
season and ranks among the top blue diamonds
we have sold,” he explained.
“To witness the excitement it has generated
throughout its global exhibition tour, culminating
in today’s result, clearly reflects the growing
global appetite for rare and impeccable
diamonds, and a marked flight to quality among
collectors who continue to seek the very best in
the world.”
Anticipation for this sale increased following
the cancellation of another fancy colour blue
diamond auction earlier this month. That
23-carat diamond, the Golconda Blue, was
expected to return as much as $AUD80 million.
“This is meaningful progress. This time, we feel that
the majority of KP members have come prepared.
Prepared with the will to act.
"Prepared with the will to modernise the definition,
prepared with the will to make the Kimberley Process
as impactful as it was at its inception.”
As reported by Rapaport News, the Kimberley
Process chair, Ahmed Bin Sulayem, said that while a
consensus has not yet been reached, progress has
been made.
“The text proposal from ADPA is moving the
conversation forward and showcasing the importance
of a clear and non-ambiguous new definition. While
we’re still some distance from consensus, this marks
real and necessary progress,” he said.
The Kimberley Process was criticised by the
European Union and the US State Department late
last year and accused of failing to appropriately
address the conflict between Russia and Ukraine due
to the continued disagreement around the definition
of ‘conflict diamonds’.
Record-breaking diamond unearthed in Russia
Russian diamond producer Alrosa has
announced the discovery of a 468-carat diamond,
which it claims is the largest gemstone-quality
rough in the country’s history.
The diamond, described as amber in colour, was
unearthed in an Alrosa mine in the Yakutia region.
The previous record was a 401-carat rough
discovered in 2013.
Alrosa recently showcased the New Sun, a
100-carat fancy vivid yellow diamond said to
be the largest of its kind in Russia. CEO Pavel
Marinychev said that 2025 had been a significant
year for the Russian diamond industry so far.
“In April, we presented the largest diamond ever
cut in our country. And this year, nature gave us
such an incredible find,” Marinychev said.
“It is symbolic that it was found in the year of the
80th anniversary of the Great Victory.
"Therefore, we decided to name it in honour of
such a significant event for our entire country.”
As reported by Rapaport News, Alrosa recently
reported a 42 per cent decline in revenue during
the first quarter of this year.
24 | June 2025

News
Fisherman’s Ring: Jewellery plays a critical role in Pope Leo’s inauguration
A signet ring is given to each Pope at the papal
inauguration and was traditionally used to create
a wax seal, guaranteeing the authenticity of letters
and papal briefs.
The official practice was discontinued in 1842 in
favour of a stamp; however, Popes have continued
to wear the ring. Pope Leo XIV’s ring is made of gold
and is engraved with St Peter’s boat and his name. It
is around 4.3 inches wide.
Interestingly, it is also customary to destroy the
ring following a Pope’s death, due to its role in
guaranteeing authenticity. According to social media
posts, a Vatican employee used a chisel to deface
the seal of the ring worn by Pope Francis shortly
after his death.
The Catholic Church has elected a new Pope with a
ceremony involving a significant piece of jewellery.
Cardinal Robert Prevost has been elected the leader
of the Catholic Church, adopting the chosen name
of Pope Leo XIV. This follows the passing of Pope
Francis, 88, in April.
During his first public mass at St Peter’s Square,
Pope Leo XIV received the Fisherman’s Ring as the
continuation of a unique jewellery tradition.
The Fisherman’s Ring is a signet ring worn by the
Pope, a tradition which began in the 13th century.
The name refers to St Peter the Apostle, who is
considered the first pope in the Catholic tradition.
The papal inauguration once involved a crown
that popes wore for more than 1,000 years. The
papal tiara was last used by Pope Paul VI in 1963.
This tiara, featuring pierced silver and three gold
bands set with precious gemstones, was crafted by
artisans in Milan.
Pope Paul VI set the tiara aside as a symbolic gift to
the impoverished one year into his papacy, and no
pope has been crowned since.
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As a key member of our close-knit team, you’ll be responsible for the design, creation, and repair of fine
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About Us
Burrows Jewellers is a trusted name in fine jewellery, serving Mildura and beyond for over 60 years.
With a strong reputation for quality craftsmanship and bespoke service, we’re now expanding our inhouse
manufacturing and custom design capacity.
What You’ll Be Doing
• Design and create custom jewellery to client specifications
• Set diamonds and other gemstones (or be open to learning)
• Restore, repair, and remake existing pieces
• Collaborate with sales consultants on client requirements
• Maintain high standards of craftsmanship and precision
• CAD casting cleanup
What We’re Looking For
• Qualification and significant experience as a jeweller
• Strong gemstone setting skills, or a willingness to develop them
• Pride in your craft and attention to detail
• Strong time management and teamwork skills
• A collaborative mindset and good communication
What We Offer
• City salary with the lifestyle and lower cost of living
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• Relocation support (we’ll help you move!)
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INDUSTRY
Saturday 23 August 2025
NIGHT OUT!
Jewels on the Harbour
Join us cruising on one, if not the best harbours in the world, where retailers
and suppliers celebrate – all inclusive of cruise, entertainment, food and drinks.
Scan the QR code and get your ticket now to be part
of the industry event you will not want to miss!
26 | June 2025

PROVEN | TRUSTED | RIGHT TIME | RIGHT LOCATION
Discover Brilliance
at the International
Jewellery Fair...
Set in a world-class venue, this is your
opportunity to connect with leading
domestic and international exhibitors,
all under one roof. Whether you’re
sourcing the latest collections, seeking
new suppliers, or simply staying ahead
of trends, IJF offers unrivalled access,
inspiration, and opportunity.
The heart of the industry, under one roof.
International
Jewellery Fair
Where Brilliance Connects
AUGUST 23 – 25, 2025
Saturday to Monday
ICC Sydney Darling Harbour
Register for FREE now
by scanning the
QR code or going to
jewelleryfair.com.au/ijf
Proudly supported by
Organised by
June 2025 | 27
Est.1990

Events Not to Miss
UPCOMING EVENTS
2025 Calendar
06 JUN
–
09 JUN
JUNE
06
JULY
07
09
SEPTEMBER
UNITED STATES
JCK Las Vegas
The Venetian Expo, Las Vegas, NEVADA
lasvegas.jckonline.com
4 JUN –7 JUN
Las Vegas Gem, Mineral
& Jewelry Show
The Expo at World Market Center
LAS VEGAS, NEVADA
jogsshow.com/las-vegas-gem-andjewelry-show/
10 JUL
–
13 JUL
2 SEPT
–
6 SEPT
SINGAPORE
Singapore International
Jewelry Expo
Sands Expo & Convention Centre
SINGAPORE
jga.exhibitions.jewellerynet.com
10 JUL
–
13 JUL
5 JUN –8 JUN
Las Vegas Antique Jewelry
& Watch Show
Wynn Las Vegas Resort
LAS VEGAS, NEVADA
lasvegasantiquejewelryandwatchshow.com
06 JUN
–
09 JUN
Singapore International
Jewelry Expo
Sands Expo & Convention Centre
SINGAPORE
jga.exhibitions.jewellerynet.com
AUGUST
08
Hong Kong Watch & Clock Fair
Hong Kong Convention & Exhibition
Centre
HONG KONG, CHINA
hktdc.com/event/hkwatchfair/en
06 SEPT – 08 SEPT
Bijorhca Paris
Porte de Versailles
PARIS, FRANCE
whosnext.com
23 AUG
–
25 AUG
JCK Las Vegas
23 AUG
–
25 AUG
OCTOBER
10
The Venetian Expo, Las Vegas,
NEVADA, USA
lasvegas.jckonline.com
10 OCT – 11 OCT
Kosmima Thessaloniki
AUSTRALIA
International Jewellery Fair
ICC Sydney, Darling Harbour
SYDNEY, AUSTRALIA
jewelleryfair.com.au/IJF
ADD EVENT
TO CALENDAR
& REGISTER
2 SEPT
–
6 SEPT
18 JUN – 21 JUN
The Unique Show
Le Méridien Beach Plaza
MONTE-CARLO, MONACO
theuniqueshow.com
19 JUN – 22 JUN
Jewellery & Gem ASIA (JGA)
Hong Kong
Hong Kong Convention and
Exhibition Centre
HONG KONG, CHINA
jga.exhibitions.jewellerynet.com
International Jewellery Fair
ICC Sydney, Darling Harbour
SYDNEY, AUSTRALIA
jewelleryfair.com.au/IJF
27 AUG – 29 AUG
Japan Jewellery Fair (JJF) Tokyo
Tokyo Big Sight
TOKYO, JAPAN
japanjewelleryfair.com
Thessaloniki International
Exhibition & Congress Center
THESSALONIKI GREECE
kosmima-expo.gr/en
NOVEMBER
12 NOV – 16 NOV
11
Jewellery & Watch Show (JWS)
Abu Dhabi
HONG KONG
Hong Kong Watch & Clock Fair
27 JUN – 30 JUN
Malaysia International
Jewellery Fair
Kuala Lumpur Convention Centre
KUALA LUMPUR, MALAYSIA
mijf.com.my
29 AUG – 31 AUG
Inova Collection Hofheim Am
Taunus
Messecenter Rhein-Main
HOFHEIM AM TAUNUS, GERMANY
inova-collection.de
ADNEC Centre
ABU DHABI, UAE
jws.ae
16 NOV – 17 NOV
SJAJ - International Exhibition
of Jewellery and Watches
Novi Sad
Hong Kong Convention & Exhibition Centre
HONG KONG, CHINA
hktdc.com/event/hkwatchfair/en
Novi Sad Faircenter
SERBIA
sajam.net
28 | June 2025

22nd
SOUTHPORT SHARKS
CNR OLSEN & MUSGRAVE AVENUE, SOUTHPORT QLD 4216
ADD E VENT
TO CALENDAR
» WED 6 AUGUST 2025
» THU 7 AUGUST 2025
9.00AM - 5.00PM
9.00AM - 4.00PM
+ 61 427 920 474 • MAIL@AUSTOPALEXPO.COM.AU
PO BOX 731, LIGHTNING RIDGE NSW 3834 AUSTRALIA
S AV E TH E DATE
AUGUST 6 & 7
June 2025 | 29
@ Southport Sharks

10 Years Ago
Time Machine: June 2015
A snapshot of the industry events making headlines this time 10 years ago in Jeweller.
June 2015
Historic Headlines
Gold necklace found on ancient corpse
Rare natural pearl survives two millennia
Sydney jewellery fair to promote young designers
Diamond producer hits jackpot again
Diamond treatments continue to cause suspicion
STILL RELEVANT 10 YEARS ON
"Great organisations are not only
known for having a smart business
model, clear strategy, multiple
financing options and better
people.”
READ ALL HEADLINES IN FULL ON
JEWELLERMAGAZINE.COM
ON THE COVER
COEUR DE LION
Editor’s Desk
Everything is wrong until ...
"I have written in the past that the
Australian jewellery industry suffers from
a lack of accurate information. We have
very few facts about total industry sales
at wholesale or retail, let alone individual
category sales. In fact, for a long time,
the industry flew blind on data about the
number of jewellery stores in the country.
There were guesses ranging from 2,000 to
4,000 but no one knew.
There was no clear agreement on what
defines a jewellery store. Could an
‘upstairs’ jeweller or a repair business
count as a retailer? Even fashion jewellery
retailers were debated, since there’s still
no consensus on what “fashion jewellery”
actually means."
Soapbox
Turn those lemons into lemonade
"A jeweller’s ultimate aim is to ensure
customers are satisfied with the level of
service and quality of product they receive
but this can be tested when a customer
tries to get something done for nothing,
and will stand in front of you and your staff
telling bare-faced lies to ensure that it
happens.
We pride ourselves on delivering
top-quality service in all facets of our
business, including the repair department.
This is, perhaps not surprisingly, the
area where the greatest satisfaction and
conflict will occur."
Mazin Kaddoura
Mazin’s Diamond Jewellers
Ram raid jewellery burglaries
catch on in NZ
A New Zealand jewellery store has been robbed
in a ram raid attack, only months after three
similar incidents occurred in Australia.
The theft occurred at around 3am last week
at Brownsons Jewellers, located in the
Meadowbank Shopping Centre in Auckland.
Store manager Suresh Raniga confirmed to
Jeweller that two masked men armed with
a crowbar and shovel used a car to smash
through the entrance of the shopping complex
before using bolt cutters to gain access to the
jewellery store.
According to Raniga, jewellery and a rotating
stand of watches were taken, but the total value
of stolen goods was still being calculated.
Jeweller raided by axe-wielding
burglars
The number of jewellers being targeted by
thieves continues to increase with news of
another jewellery store raid taking place – this
time involving the use of an axe.
Siren Fine Jewellery, located on a main road in
Sorrento on Victoria’s Mornington Peninsula,
was robbed at around 3:30am on Tuesday 3 June
by three thieves.
CCTV footage showed one thief using an axe
to break through the door. The offender then
entered the premises with a second suspect who
was holding a shopping bag. A third accomplice
remained by a get-away car for the duration of
the burglary.
It was reported that gold jewellery was stolen,
while silver jewellery was ignored. A computer
was also taken. Siren Fine Jewellery owner Jane
Kelly told Jeweller that she had not yet been able
to estimate the value of the goods taken.
Exposed: Major criminal tourmaline
operation
Brazilian police have uncovered a criminal
operation that involved the illegal
extraction and sale of one of the most
valuable gemstones in the world.
The unlawful organisation, which allegedly
consisted of several businessmen and a state
legislator, was said to have used an intricate
network of offshore companies in order to
negotiate the sale of Paraiba tourmaline as well
as to launder money.
According to media statements from the
Brazilian public prosecutor’s office (MPF),
the gemstone was illegally extracted from
a district in Paraiba before being cut and
polished in a neighbouring Brazilian city.
Gemstones were then exported and sold to
international markets such as Bangkok, Hong
Kong, Houston and Las Vegas.
Rare ruby duo discovered
in Africa
A gemstone mining company claims to have
unearthed a rare pair of matching rubies from
the same area that recently produced another
impressive gemstone.
The two rough rubies, which have a
combined weight of 45 carats, were
discovered at the Montepuez mine in
Mozambique, Africa, operated by UK-based
gemstone producer Gemfields.
Gemfields CEO Ian Harebottle described the
gemstones as “remarkable”, adding, “It is
extremely rare to find two matching rubies of
this size, colour and quality.
Their discovery underscores the importance of
the Montepuez deposit as a source of some of
the highest quality rubies the world has seen
in generations.”
30 | June 2025

Confidence
in
Diamonds
Starts with up to date knowledge
Gem-Ed Australia
SCAN FOR INFO
/GemmologicalAssociationGAA
@gaa_australia
GemmologicalAssociationofAustralia
32 | June 2025

REVIEW
Gems
Brazil: The many faces of Topaz
Topaz is most recognised now for its vibrant
shades of blue; however, this wasn’t always
the case.
To understand topaz, a gemstone that has been
popular for centuries yet often misunderstood
and mistaken for other materials, it is worth
revisiting the basics of gemmology.
A stone has to meet three criteria to be
considered a gemstone: it must have a beauty
which makes it suitable for use in jewellery,
it must be durable enough to resist wear and
tear, and finally, it must be rare.
Rarity is governed by supply and demand, and
this is where it gets interesting for topaz.
In terms of beauty - admittedly a subjective
quality - topaz has many features which make it
an attractive gemstone.
It is found in a variety of colours, from
colourless through to light and dark blue, and
including shades of yellow, orange, pink, brown
and green.
It forms in relatively large, transparent crystals,
and the combination of a high refractive index,
a vitreous lustre, and its ability to take a high
polish adds to the gemstone’s brilliance and
visual appeal.
With a Mohs hardness rating of 8, it also ranks
high in durability. Topaz resists abrasions,
which dull the surface, making it a suitable
gemstone for use in jewellery, including rings.
The main detraction in this regard is the
gemstone’s perfect basal cleavage, which can
make cutting and setting of the gemstone
more difficult.
As such, facets should not be cut parallel to the
basal cleavage, and care should be taken when
setting and cleaning to avoid putting stress on
the gemstone, which could cause fractures.
With that said, the sheer proliferation of topaz
in the market and the ongoing popularity of
the gemstone speak for itself regarding its
suitability as a material for use in jewellery.
Further adding to the appeal of topaz is its rich
history and pedigree.
For centuries, the primary source of topaz
has been the renowned Minas Gerais region
of Brazil.
The rich, golden yellow, warm orange, and
pinkish and reddish orange shades are said to
have been favoured by the Russian monarchy
in the 18th century, hence being known as the
‘imperial’ colours.
The imperial colours are rare to find in nature,
and as such, they are highly sought after and
command a high value.
Indeed, the golden yellow colour is
likely what most people imagine
when they think of the colour
topaz, which is particularly
amusing when we consider that
most topaz found in jewellery
stores today is vibrant blue.
With that said, topaz is no stranger to
mistaken identity. For most of its history,
and before the advent of modern gemmology, it
was known as the yellow gemstone, and other
yellow gemstones were often sold erroneously
as topaz, which had a higher value than citrine.
The pale, blue-coloured material was mistaken
for aquamarine, and the colourless topaz was
used as a diamond imitator.
In the latter half of the 20th century, it was
discovered that irradiating the colourless
topaz with gamma rays from cobalt-60,
followed by heat treatment, would transform
the gemstones into shades of sky blue and
steel blue.
The treatments, which are undetectable,
should be disclosed; however, they have
the benefits of full colour penetration and
permanence, making them a good candidate
for the mass market.
Brazil is home to more than a hundred different
varieties of gemstones and plays a significant role
in the jewellery trade.
Hardness: 8
Toughness:
Colour:
Cause of colour:
Main sources:
Acceptable treatment:
Unacceptabl treatment:
THE FACTS
Brittle
Colourless, blues, yellows, oranges, pinks,
browns, red (rare)
Unknown except for pink, which is
coloured by chromium
Brazil, USA, Japan, Africa
Irradiation and heat
Radioactivity
After all these years of mistaken identity, we
now find the market for topaz is divided - there
is the imperial topaz, which remains rare and
therefore is not as well-known but commands
a high value. And then there is the treated blue
topaz, which is abundant in supply, very popular
and thus quite affordable.
Both are beautiful and durable; they serve as
a wonderful example of the difference rarity
makes when valuing gemstones.
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
June 2025 | 33

FORGING FUTURES
Building Mastery II
Progress has been made in the campaign for
improved support for Australia’s jewellery
apprentices after a meeting between industry
representatives and the government.
Earlier this year, Jeweller reported that Nationwide
Jewellers, Showcase Jewellers, and the Independent
Jewellers Collective have come together to address
the shortage of apprentices in the local trade.
As explained, the industry is struggling to meet
the increasing demand for custom-made jewellery
because it has an ageing workforce and an
inadequate number of apprentices.
After that story was published, Colin Pocklington
(Nationwide Jewellers), Anthony Enriquez
(Showcase Jewellers), and Joshua Zarb
(Independent Jewellers Collective) attended
a video meeting with representatives from
Job and Skills Australia to discuss this issue.
Pocklington told Jeweller that emphasising the
unique nature of Australia’s jewellery industry
was critical to rectifying this issue.
“We were able to clearly express our concern about
the industry’s growing demand for custom design
work and the significant shortage of skilled jewellers
to meet this demand,” Pocklington explained.
“Our grassroots knowledge of the industry’s
challenges was acknowledged and valued. It was
recognised that the unique structure of our industry
— largely made up of small, independent businesses
— has contributed to our skills shortage being
underrepresented or ‘falling between the cracks’ in
broader workforce assessments.”
What needs to change?
In particular, the three buying groups are
seeking the addition of ‘jewellers’ to the
Occupation Shortage List (OSL).
34 | June 2025

FORGING FUTURES | Building Mastery II
The OSL is a program organised by Jobs and
Skills Australia, a statutory body that provides
independent advice on future workforce,
skills and training needs.
The platform lists two relevant occupations
– Jewellery Designers and Jewellers – which
were rated as ‘No Shortage’ from 2021 to
2024.
At the time, a spokesperson for Jobs
and Skills Australia stated that while
modelling may suggest difficulty in
filling positions in occupations related
to jewellery manufacturing, there is
insufficient evidence of a national shortage.
During the meeting, the process for creating
the Occupation Shortage List was explained
to the representatives from the buying
groups. Zarb said this was a helpful exercise.
“From our perspective, it was interesting to
hear how this list is created, and I think it
was clear that moving forward, the buying
groups can provide some valuable input and
information,” Zarb explained.
“With the number of retailers represented
across the three groups, we can certainly
provide information about the key areas of
consideration.
“As we’ve said consistently, creating ways to
address the skills shortage in the industry
is a no-brainer that will benefit everybody.
This isn’t about any one group, it’s about the
future of the jewellery industry in Australia.”
Before the meeting, the buying groups
conducted a member survey, and the results
highlighted the need for additional support
in the jewellery manufacturing sector.
More than 100 buying group members
responded to the survey, and three-quarters
(75 per cent) said they do not currently
employ an apprentice.
“As explained, the industry is
struggling to meet the increasing
demand for custom-made jewellery
because it has an ageing workforce
and an inadequate number of
apprentices."
Around 87 per cent of participants suggested
that employing a new trade jeweller was ‘very
difficult’ or ‘extremely difficult’.
In comparison, 75 per cent of respondents
find it ‘very difficult’ or ‘extremely difficult’ to
employ a new apprentice.
One step at a time
The research also confirmed the increasing
demand for custom-made jewellery and
services such as repairs. Enriquez said
he was confident that positive changes
would follow this meeting.
“Improving support for apprentices is long
overdue in the jewellery industry. I think
this recent meeting was a step in the right
direction,” he said.
“We’ve managed to bring this issue to their
attention and make it clear that the jewellery
industry is unique, and that this is a retail
environment with many small stores run
by families that require more support in
bringing young people into the business.
“It’s not something that will be resolved
overnight, and there is a process that needs
to be completed, but I think that following
that meeting, we can be very optimistic that
we are moving in the right direction.”
By addressing the shortage via the OSL, it’s
hoped that jewellery apprentices will become
eligible for government subsidies offered by
bodies such as Apprenticeships Australia.
The Department of Employment and
Workplace Relations collaborates with
providers to offer comprehensive support for
apprentices, trainees, and their employers
throughout their training.
These include priority hiring incentives,
reimbursements for training and education,
as well as various subsidies and allowances
to help offset the cost-of-living pressures
during training.
The Occupation Shortage List is reviewed
and updated annually, with the next edition
scheduled for publication in October.
“It was recognised that
the unique structure
of our industry has
contributed to our
skills shortage being
underrepresented or
‘falling between the
cracks."
COLIN POCKLINGTON
NATIONWIDE JEWELLERS
"The jewellery industry
is unique, and a retail
environment with many
small stores run by
families that require
more support in bringing
young people into the
business."
ANTHONY ENRIQUEZ
SHOWCASE JEWELLERS
"Creating ways to address
the skills shortage in the
industry is a no-brainer
that will benefit everybody.
This isn’t about any one
group, it’s about the future
of the jewellery industry in
Australia.”
JOSHUA ZARB
INDEPENDENT JEWELLERS COLLECTIVE
June 2025 | 35

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36 | June 2025

DECODING DIAMONDS
A Guessing Game
There has never been a shortage of debate about diamond industry trends,
future predictions and analysis of the past. Much of it surrounds consumer
wants and desires, but where has all this lead to?
Norman Silver Diamonds
June 2025 | 37

W
hat
few people realise is that anyone
can predict the future. Everyone can
do it - it’s easy!
However, doing so with pinpoint accuracy is not.
People who are in the business of making
predictions or forecasts - the difference between
the two is the time frame - are simply guessing,
and sometimes they get it right and sometimes
they don’t.
There has never been a shortage of people wanting
to predict the fate of the diamond industry - from
mining and, cutting and pricing to retailing -
especially since the arrival of man-made diamonds
as a serious competitor to natural diamonds.
And throughout this time all eyes have been on
De Beers, the once monopolistic behemoth of the
international diamond market. As ‘quality’ labcreated
diamonds increasingly became a reality
and a legitimate rival to natural diamonds (at least
in some people’s minds) every decision and move
by De beers has been dissected.
Even Jeweller, as far back as 2005, was sufficiently
bold to predict De Beers’ move into the man-made
sector when we suggested that it should begin
manufacturing synthetic diamonds.
Rather than fighting the inevitable, we argued,
perhaps De Beers would be best to embrace
the sector. After all, we noted you can’t win a
competition in which you do not compete.
Spectators don’t win games!
Of course. All that came true 13 years later - in
May 2018 - when De Beers announced its move
into the man-made diamonds sector by launching
Lightbox Jewelry. However, 18 years later it has now
announced its departure from the product category.
Company officials explained that the controversial
‘brand’ is being closed due to the dramatic decline
in lab-created diamond pricing. The decision was
described as a commitment to the future of natural
diamonds.
DE BEERS’ DIAMOND ROUGHS
DE BEERS’ GAHCHO KUÉ MINE
Ironically, the establishment of Lightbox Jewellery
was once said to be a commitment to lab-created
diamonds!
In an interview with the New York Times, De Beers’
CEO Al Cook emphasised the importance of
differentiation between natural and lab-created
diamonds.
There has never been a
shortage of people wanting to
predict the fate of the diamond
industry - from mining and,
cutting and pricing to retailing
- especially since the arrival
of man-made diamonds as a
serious competitor to natural
diamonds.
“For 600 years, people have loved natural diamonds
because they are beautiful and rare. Synthetics
aren’t rare, and they certainly won’t be in 600 years’
time. Natural diamonds will be even more scarce
than they are now,” Cook said.
“Then again, none of us will actually be around to
find out.”
He added: “The fact that you can now buy a $299
engagement ring at Walmart would be a win in the
eyes of my predecessors. Because some retailers
are still selling that ring for $3,000, we have work
to do to differentiate and push the desirability of
natural diamonds.”
When Lightbox Jewelry was launched, Bruce
Cleaver was CEO of De Beers.
During an ‘exit’ interview with JCK Online in 2023,
he discussed the risks involved with the brand
and highlighted the importance of ‘separating’ the
categories from a consumer perspective.
“I say to people, it’s one of the scariest things I’ve
ever done. If we launched this product too soon, we
may legitimise a whole category quicker than we
should have. What if it was launched too late, and
the genie was out of the bottle?” Cleaver asked.
“We probably launched it at about the right time.
I’ve been surprised there’s been very significant
growth in lab-grown production in the last 18
months. But my view is that it will accelerate the
two markets separating.”
More predictions
Was the De Beers exit inevitable? Perhaps, if the
way the lab-created diamond market has behaved
and evolved.
In November 2023, ABC Australia asked: ‘If
diamonds are a girl’s best friend, why are their
prices in freefall?’
The article noted that the price of a one carat
diamond had seen a 32 per cent decline in less
than two years and for a half carat stone, prices
have fallen almost 40 per cent.
At the time diamond industry analyst Paul Zimnisky
said, ”The current softness in natural diamond
prices is primarily a correction, following what I
would say is a record run up in prices that we saw
in 2021 and 2022.”
He also noted that, ”Almost every category of
natural diamonds went parabolic to the upside,
due to supply shortages, following the stimulus,
primarily in the US, during the pandemic.
“Now we’re on the other side of that … we’re
experiencing a demand shock in the other
direction.”

Exactly 12 months later, in an article titled, ‘The lab-grown diamond
boom is over’, Zimnisky told BusinessInsider.com that he could see
jewellery stores scaling back their business in lab-created diamonds
while ramping up their focus on natural diamonds.
He told the publication that most jewellers aren’t even bothering to
maintain inventory of lab-created diamonds, and are only purchasing
stones on consignment.
Zimnisky predicted that sales growth could fall as low as a single-digit
percentage, down from the 20-30 per cent growth when lab-created
diamonds were at the peak of their popularity.
Late last year, Edahn Golan, another diamond industry analyst and
commentator provided his thoughts for 2025.
In December 2024, he described the coming year as one of
‘realignment’.
“For the natural diamond industry to achieve its goals, requires the
repositioning of diamonds as a true luxury item: rare, well-designed,
exceptionally made, and pricey. By targeting the client base to diamond
connoisseurs and aficionados. Diamonds will once again become
aspirational,” Golan wrote.
He believes the way in which the industry should achieve the goal of
diamonds becoming de-commoditised and once again aspirational
is “to reposition diamonds as a true luxury item: rare, well-designed,
exceptionally made, and pricey. The target client base should be
connoisseurs and aficionados”.
Control your own destiny
Of course, this will require marketing and, perhaps, that’s where the
industry should go back to the future, not being concerned about
competing on price.
That is, focus on your own business and not that of others.
And on that note, just as there has never been a shortage of people
willing to make predictions and forecasts about the diamond industry,
there has never been a shortage of industry research.
However, the problem with research is that it’s often incorrect. One
only needs to consider how wrong political research is these days,
where political experts who predict one party to win an election, loses.
Furthermore, consumers often don’t know what they want.
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DIAMOND FOUNDRY’S MANUFACTURING FACILITIES
In fact, some argue that it’s not the customer’s
job to know what they want.
This is best illustrated by Apple’s legendary
(former) leader, Steve Jobs who is reported to have
said, “It’s really hard to design products by focus
groups. A lot of times, people don’t know what they
want until you show it to them”.
Put another way, though there is no evidence he
actually said it, a quote attributed to Henry Ford
concerning his first automobile is: ”If I had asked
people what they wanted, they would have said
‘faster horses’.”
Though customer research should not be ignored,
both points are correct; however, each can logically
be taken to the next stage: Customers having
asked for, or not having known that they need X,
can then decide they were wrong.
Using Job’s explanation, having been shown labcreated
diamonds, customers might ultimately
decide they are not what was promised or their
preferences change.
Consumer failure
This could be part of the explanation about
LightBox’s ‘experiment’ with a bridal jewellery
collection. In June 2023 the company began a
trial of engagement rings consisting of 16 pieces
featuring lab-created diamonds with prices
ranging from $AU895 to $AU8,950.
However, it didn’t take long for the company to
realise that either its assumptions or research was
wrong, the product and pricing was wrong or the
required demand was wrong.
A mere four months later the jewellery collection
was ended, indicating that the commercial
proposition for many lab-created diamond
engagement rings is ‘likely unsustainable’.
“What does the future hold
for traditional jewellery
stores that focus on the labcreated
sector?”
But here’s the kicker!
A De Beers statement at the time read: “Through
the test, the company deepened its understanding
of lab-grown diamonds and evaluated the changing
landscape and consumer perceptions associated
with them,” and that lab-created diamonds had a
promising future.
“Lightbox will continue to focus on where it sees
the most promising future opportunities in the
sector – in fashion jewellery and in loose stones
at accessible price points – and will not sell
lab-grown diamond engagement rings.”
Of course, that was September 2023 and now it’s
May 2025 - only 20 months later - and LightBox has
gone the way of the dinosaurs! The entire company
was closed.
So much for a promising future - customers don’t
know what they want until you show them, and
then maybe they don’t want it after all.
Of course, the real problem could have been
with the manner in which De Beers launched,
distributed and promoted the product rather than
the concept of man-made diamonds themselves.
However, the issue is more complex, as it always is
when human emotion is involved.
Writing for The Diamond Press, industry analyst
Avi Krawitz suggested that De Beers’ experiment
with man-made diamonds reinforced the fact that
it couldn’t compete in the engagement jewellery
market with lab-created diamonds without
undermining the value of natural diamonds.
“It’s a course correction that, had it come sooner,
might have saved the industry years of mixed
messaging.”
He suggests that this lesson positioned De Beers
to choose between the two categories, instead of
playing both sides of the fence.
“Disrupting the lab-grown diamond market was
never a one-brand job. It requires an industry-wide
strategy,” Krawitz writes.
“For 600 years, people have
loved natural diamonds because
they are beautiful and rare.
Synthetics aren’t rare, and
they certainly won’t be in 600
years’ time.”
“I say to people, it’s one of the
scariest things I’ve ever done.
If we launched this product
too soon, we may legitimise a
whole category quicker than we
should have.”
“For the natural diamond
industry to achieve its goals,
requires the repositioning
of diamonds as a true luxury
item: rare, well-designed,
exceptionally made, and pricey.”
“Still, it’s a welcome shift —
not just for De Beers, but for
a trade that’s long needed a
clearer narrative and more
unified strategy in the face of
lab-grown disruption.”
Al Cook
De Beers’ CEO
Bruce Cleaver
Former CEO of De Beers
Edahn Golan
Diamond Industry Analyst
Avi Kravitz
Diamond Industry Analyst
40 | June 2025

GIA’S RESEARCH ARCHIVE
Sir Oppenheimer Student Collection
Left: Lab-grown CVD rough diamond;
Center: Laboratory-grown HPHT rough diamond;
Right: Natural rough diamond
“A co-ordinated approach built on cost-based
pricing, quality assurance instead of grading, and
fashion-focused positioning would carry far more
weight if adopted at scale.”
He adds, “With Lightbox now shuttered, De Beers
appears to be returning to its roots — partnering
with retailers and reviving category marketing to
reaffirm the unique value of natural diamonds.
It’s a course correction that, had it come sooner,
might have saved the industry years of mixed
messaging.”
“Still, it’s a welcome shift — not just for De Beers,
but for a trade that’s long needed a clearer
narrative and more unified strategy in the face of
lab-grown disruption.”
Is Krawitz correct? Yes, but again there’s more to
it and Golan points to other issues.
“In January 2020, the retail price of a one-carat
round lab-grown diamond was 35 per cent less
than a comparable natural diamond,” Golan wrote
in September 2023.
“Currently, the price gap is 76 per cent even as the
price of natural diamonds is declining. Natural
diamonds, with all their fluctuations, are a
relatively steady commodity. Lab-grown prices, on
the other hand, sink like a stone in water.
“In this case, the body of water is the consumer
market. For lab-grown to continue to be a viable
consumer product, some perceived value needs
to be created. Until then, the lab-grown pipeline is
driving fast into a dead-end.”
Wrong questions
Is there a future for lab-created diamonds?
Yes, of course.
But, is this the right question?
Is a more appropriate question: “What does
the future hold for traditional jewellery stores
that focus on the lab-created sector?”
If the price of lab-created diamonds keeps
decreasing, and consumers become more
savvy, aided increasingly by artificial intelligence,
can it be a profitable category for independent
jewellers?
Along with the rise of online behemoths such
as Blue Nile, Brilliant Earth and James Allen,
anecdotal evidence suggests that the target
customer is ‘netizens’ - an all-encompassing
term describing online customers, web
customers, social media users, and digital
consumers.
If the price of lab-created
diamonds keeps decreasing,
and consumers become
more savvy, aided
increasingly by artificial
intelligence, can it be a
profitable category for
independent jewellers?
These consumers prefer shopping via digital
channels rather than at physical stores.
This, along with how natural diamonds should be
positioned and marketed against their man-made
cousin, is another topic entirely. Perhaps for
another time.
And, of course, it introduces new predictions and
forecasts along with different people making the
predictions and forecasts. This is something a
publication such as Jeweller largely leaves to
others. It’s our job to report on the past, analysing
what other experts have predicted.
That said, the US management consultant
once said: The best way to predict the future
is to create it.
It seems that, when it comes to man-made
diamonds, creating the future is something
that De Beers was unable to achieve, along
with predicting it!
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June 2025 | 41

BUSINESS
Strategy
New strategies: Switch the focus within
your business to the customer
It’s time to lead by example within your store! STEVEN VAN BELLEGHEM reveals powerful
strategies to improve customer experience within your business.
If you want to install a powerful customer
culture in your business, you’ll need
everyone on board, not just those
departments that are officially
dedicated to the customer.
This is one of the biggest stumbling
blocks for companies that have great
intentions yet are unable to execute them
effectively. With that in mind, consider
the following strategies to help embed
a deeper customer vision across your
entire business.
Hiring & Training
If you want everyone in your business to
prioritise the customer, you need to hire
them accordingly — that’s the first step.
Trader Joe’s, for instance, has an
excellent customer experience (CX)
reputation, and they are cautious about
who they hire. The question ‘Do you like
to make people smile?’ is, for instance,
included in their job applications.
When you identify those individuals,
provide regular training sessions and
workshops on understanding customer
needs, empathy, effective communication,
and problem-solving.
That’s important to keep them on their
toes, stimulate their natural propensity
towards customer friendliness and keep
them aware of all the latest evolutions.
Atlantis the Palm, for instance, hires
individuals with the right attitude, initiates
them with a comprehensive five-day
orientation program, and then continues
to train them on the job through ongoing
training updates.
Like online courses, Forbes Travel Guide
training, collaborations with universities,
cross-exposures to other departments,
and working at sister hotels, such as
One&Only, etc. When it comes to CX, they
have a lifelong learning attitude.
Repeat the story
It’s also crucial to keep communicating
about your obsession with the customer to
everyone within the company.
Every meeting, especially in departments
that are not officially responsible for
customer experience, should begin and end
with a focus on the customer. Yes, process,
revenue, sales tactics, the competition, etc.,
are essential, but “How does this decision
affect the customer?” should always be top
of mind in every department’s endeavours.
You may need some storytelling to make
sure that everyone is on board. That is, for
instance, what Amazon did when it put an
empty chair in the meeting to symbolise the
customer's vote.
Reward & Support
Companies that offer a great customer
experience tend to reward their employees
for delivering that service. Adobe, for
instance, structurally celebrates employee
achievements through peer-to-peer
recognition, manager appreciation, and
company-wide recognition events. This not
only allows its employees to feel involved
and valued, but it also underscores the
importance of customer experience.
It’s not just about reacting when things go
great; it’s also about responding right when
things go wrong.
If you want
everyone in
your business
to prioritise
the customer,
you need to
hire them
accordingly —
that’s the first
step.
When an employee makes a mistake
towards a customer, they should also feel
heard and appreciated by their leaders.
There is an emotional cost when someone
makes a customer misstep, and leaders
should acknowledge this and reassure
them that such mistakes happen and are
understandable.
This helps to install a psychologically safe
environment where people feel supported
to experiment and go the extra mile for
the customer.
Every customer idea is great
When enthusiastic employees come up
with ideas for creating a better customer
experience, many of these ideas are met
with scepticism.
We have all been confronted with idea
killers like “But what if every customer
wants that?”, “That won’t work”, or “That
will cost too much?”. Maybe we’ve even
spoken those very words ourselves.
You don’t need to implement every idea
your employees come up with, obviously,
but treat every customer idea like a great
idea. Don’t just dismiss it; consider it
from the customer’s point of view and
try to envision the potential impact.
Congratulate your employees on their
creativity and proactivity.
Show them how appreciative you are of
what they think. If you don’t, they just won’t
come up with any ideas anymore, because
they’ll think “no one listens to me anyway”.
It’s about making them feel valued and
creating a safe space where they can
share their ideas.
42 | June 2025

Even better is to allow dedicated time for
new ideas, such as 3M’s unique 15 per cent
Culture, which encourages employees to
set aside a portion of their work time to
cultivate and pursue innovative ideas that
excite them proactively.
Lead by example
There is often a significant difference
between what company leaders say,
such as “we put the customer at the heart
of everything we do,” and what they do.
For instance, if an employee was able to
turn a frustrated customer into a happy
one with a service call that was longer than
usual, and the leader’s reaction is “That’s
fantastic, but try to keep the call shorter
next time to keep the cost per customer
down”, that is not the way to convey that
the customer is king. It only shows that
revenue is king.
Additionally, I appreciate examples from
leaders who maintain close contact with
customers in the field from time to time.
Brian Chesky, the CEO of Airbnb, spent six
months living on the premises that he’s
been renting out through his platform.
Starbucks CEO Laxman Narasimhan
works one half-day a month as a barista to
become immersed in the customer culture.
Uber CEO Dara Khosrowshahi got behind
the wheel as a driver and went through the
entire process himself, from signing up as
a driver to driving customers and dealing
with app glitches and traffic.
Wade Foster, CEO of Zapier, spends time
every week in the contact centre working
through customer support calls. This is
how you convey that customer experience
is important -by acting on it.
Everyone should have direct contact
Suppose you want everyone in your
company to be deeply committed to your
customers and understand them.
In that case, they must meet those
customers, current and past, especially
those employees who are not in
customer-facing positions.
At the Belgian subsidiary of Anheuser-
Busch (AB InBev), for instance, all top-tier
executives had to engage directly with three
past customers. Their mission was to have
a heart-to-heart on why they parted ways
with AB InBev.
This fresh approach led to management
strategies brimming with genuine empathy
and a deeper understanding of core issues.
Microsoft does something very similar;
at the beginning of each executive
committee meeting, they hold a 90-minute
conversation with two prospects whom they
had been unable to turn into customers.
And at DoorDash, all salaried employees
are required to make deliveries through
its WeDash program, including CEO Tony
Xu. You cannot expect all your employees,
across the entire business, to prioritise
customer needs above all else if they are
unaware of that customer.
All metrics are CX metrics
If you want everyone in your company
to prioritise the customer, then you
should integrate customer experience
into your performance metrics and
incentives, not just those of the
customer-facing departments.
You can tie incentives, bonuses, or
performance reviews to customer
experience metrics to reinforce the
IMPROVING
CUSTOMER
EXPERIENCE
WITHIN YOUR
STORE
Hire the right
people
When considering
a new employee,
focus on their
attitude towards
customer
experience.
Breaking down
barriers
Ensure that
everyone within
the business has
some degree of
regular contact
with customers.
Repeat the
story
Reiterate to
your staff the
importance of
delivering a
great customer
experience.
Prizes &
Adulation
Connect
incentives
within your
business to strong
performances
with customers.
importance of prioritising customer
satisfaction and loyalty across all
departments.
What is crucial here, though, is that these
KPIs are used to manage the customer
culture, not the customer score itself. For
instance, when you use “low product returns'
as a KPI as a proxy for high satisfaction (i.e.,
“if they love the product, they won’t return
it”), the result is not better products, but
rather a process that makes it very difficult
for customers to return a product. That is
always the danger of KPIs.
However, if you have a customer-oriented
culture (one that follows one or more of the
above strategies), that won’t happen.
Food for thought
Two important patterns are running through
all the above approaches.
The first is the importance of silo-breaking:
fostering contact and communication across
all departments, not just marketing and
customer experience.
The second is making these processes
structural. Customer experience cannot be
an afterthought. You need to embed it across
all of these departments structurally.
The common denominator is that all these
strategies are deliberate and occur on a
regular basis. That’s the only way that you’ll
make your customer culture work.
STEVEN VAN BELLEGHEM is a
business consultant and keynote
speaker, specialising in customer
experience and the future of marketing.
Visit: stevenvanbelleghem.com
June 2025 | 43

BUSINESS
Selling
Unleashing the Power of 'How': the good and bad
No matter what you are selling, or where you are spelling, the outcome can often be divided by language.
TOM MARTIN discussed the difference between two 'hows'.
I often speak about the language of
influence which delves into the idea that
words matter, in all aspects of sales,
whether that be running marketing
departments and agencies or on the
sales floor of a jewellery store.
Every business interaction is essentially
about a seller attempting to convince a
buyer about a product or service. Retail
jewellery is no different.
through a story. Use metaphors. Make
it tangible. Remember, people prefer
stories to stats. Create memories
they'll recall days later if they are still
considering their purchase.
3. Provide the ‘why’ before the ‘how’.
Your customers are not buying tactics,
they are buying outcomes. Anchor
your pitch in what it will do for them,
then explain how.
You see, even more than the
words themselves, how you say
them - and deliver the message -
separates a forgettable sales pitch
from a winning one.
Key words to look for is ‘how’, which can
be your best friend or worst enemy. It all
depends on timing, tone, and context.
The good ‘How'
Let’s start with the version of ‘how’ we
all want to hear: How do you do that?
When a prospective customer asks this
early in a conversation, it’s gold. It shows
they are curious or interested.
This kind of 'how' is an invitation - a signal
that your sale presentation has sparked
something. It’s an indication that the
customer is picturing the jewellery pieces
in their world.
And it’s your job as the salesperson, in
that moment, to walk through the door
they just opened. Show them, don’t tell
them. Use a story.
This kind of ‘how’ means you’re gaining
traction, you are building trust and - more
importantly - you are being seen as the
expert, the guide, the one who gets it.
The bad ‘How’
Now let's flip the coin - if a customers
asks, How would that work?, you have a
problem.
That’s a sign you didn’t lay the yellow
brick road. Chances are you spoke in
superlatives versus providing details. And
now, instead of being interested, their
cognitive load just spiked.
The customer is being forced to work
harder to understand than they should be.
Neuroscience tells us that when people
work too hard to understand something,
they remember less of it.
In other words, a skeptical ‘how’ often
means they’re not buying what you’re
selling. They’ve gone from ‘this sounds
great’ to ‘prove it’. Or worse, ‘I’m not sure
I believe you’.
That’s not a pitch anymore. That’s a trial
and guess who’s on the witness stand?
Why It Happens
So why does the bad ‘how’ - skepticism -
arise? I believe there are three common
reasons.
1. You used insider language such
as industry acronyms, jargon, and
frameworks that make sense to you
but not to the customer.
2. You didn’t build belief. Perhaps you
told a story without the setup. Sales
staff often sell the sizzle before they
even show the steak.
3. You skipped steps. You jumped from
problem to solution without mapping
the journey in between.
And when any of these happen the brain
starts looking for gaps in your sales
presentation and that’s when the 'bad
how’ creeps in.
Overcoming buyer skepticism
How do you create that good, curious, ‘tell
me more’ kind of ‘how’?
Here are four recommendations:
1. Start with the customer’s problem
or wants and desires. Paint it vividly
and use a confirmation sequence to
demonstrate that you understand
their issues or their wants and
have the perfect solution. More
importantly, after you finish, stop and
ensure they agree.
2. Use visual language - walk them
This kind of
‘how’ is an
invitation -
a signal
that your sale
presentation
has sparked
something.
This is an
indication that
the customer
is picturing the
jewellery pieces
in their world.
4. Drop strategic breadcrumbs
throughout the conversation. Pepper
your pitch with compelling insights
drawn from what they told you.
Demonstrate that you listened.
In a nutshell, create intrigue, leave room for
inquiry and the customer will do the rest.
Avoiding the ‘bad how’
Not only do the words you use matter, it’s
also about how you deliver them which
can be even more important if you want to
create trust and credibility.
Here are a few tips to steer clear of the kind
of ‘how’ that signals doubt in the customer.
Rehearse clarity, not just your sales
delivery. If your pitch isn’t crystal clear to
another person, revise it until it is.
Bulletproof your transitions. By that I mean,
often, the ‘bad how’ comes between two
good ideas that aren’t well connected.
Bridge every topic and section. Make sure
each idea flows into the next.
Anchor ideas in evidence. Tell an interesting
story supported by examples. If the
customer’s first thought isn’t ‘of course,
that makes perfect sense’, you did it wrong.
Go back and rethink your selling approach.
End result
Remember, when it comes to jewellery
sales, you are often selling a dream - a
belief. Therefore ask yourself an honest
question: would I believe this?
Trust. Excitement. Anticipation. Confidence.
Belief. They are the real goals.
TOM MARTIN is an author, keynote
speaker, and the founder of Converse
Digital, a sales and marketing agency.
Learn more: conversedigital.com
44 | June 2025

BUSINESS
Management
Is it time to ditch the to-do list?
Are you busy all day, yet somehow failing to make progress?
DOUG FLEENER encourages you to escape the workday overload trap.
Many store owners fail to realise that
one of the biggest obstacles in the path
of successfully leading a business is the
dreaded ‘to-do’ list.
Using these lists feels like a
responsible, productive, and efficient
way to use time; however, it’s a habit
that quietly pulls you away from the
factors that drive performance.
Indeed, many business leaders are
productive without being effective
because they chase the feeling of
‘completion’ over impact and priority.
The to-do list is an example of this, as you
feel a sense of accomplishment as you
mark and check tasks as complete. But
what can be said for the intangible goals
that are important, yet impossible to list?
- Leading by example in the business
- Inspiring staff to reach new heights
- Coaching staff to improve performance
- Observing and learning
Those aren’t tasks, and yet, they’re
essential aspects of everyday
leadership within a business. They
rarely happen when you’re focused on
completing a checklist.
Consider the following quick tips for
leading and succeeding within your
business, beyond the to-do list. Dedicate
a set amount of time each day to make
an impact, compared with merely doing
things. That is a significant shift.
Include learning and observing in your
daily responsibilities. I like to force myself
to answer this question: What could we be
doing differently today?
Ditch the to-do list and focus on the
impact of your work!
Thriving in uncertainty
You start each day determined to
accomplish everything. You jump from
task to task, power through meetings,
phone calls, and interactions with
customers on top of trying to respond to
every email as it hits your inbox.
Does this scenario sound familiar to you?
By the end of each day, exhaustion sets
in, and despite all your effort, it feels as
though you’ve barely made a dent in what
truly matters.
This is what I like to describe as ‘workday
overload’ – the hidden drain on your
productivity and performance. The harder
you push, the more you find that your
effectiveness suffers.
Consider the following signs that you may
be caught in the workday overload trap.
• You’re always busy; however,
progress feels slow. Your to-do list
increases, and meaningful work
gets buried under demands.
• You’re constantly reacting. Your day
is dictated by emails, last-minute
requests, and unexpected fires
• Your focus feels scattered.
Multitasking and rapid taskswitching
leave you feeling busy
but unproductive.
• You wish you had spent more time on
results. You realise most of your time
was spent ‘firefighting’ instead of
making an impact on your goals.
There are three obvious ways to break
free from the workday overload trap.
1. Prioritise with purpose: Each
morning, define the three most
impactful actions to complete. This
keeps your efforts directed toward
results, not just activity.
2. Create pauses to advance a priority:
Instead of working nonstop, schedule
short, focused breaks to move forward
a priority, whether it’s calling a top
customer, coaching an employee,
planning a new marketing initiative, or
making a key decision.
3. Reset how you work: Shift your focus
from effort to effectiveness. End your day
by sharing how you were more effective,
not just how much you accomplished.
Dedicate a set
amount of time
each day to
make an impact,
compared
with merely doing
things. That
is a significant
shift.
Stop selling to increase sales
Once upon a time, I worked with a sales
representative who had everything going
for her – charisma, product knowledge, and
excellent communication skills. Despite all
this, she struggled to make sales.
She was afraid of being ‘pushy’and that
minimised all the good qualities she
naturally brought to the table. Specific sales
techniques didn’t help her situation, and
neither did giving her key lines to use. The
switch wouldn’t flip.
One day, I said, “What if you stopped trying
to sell altogether? Think about it. We’ll talk
more tomorrow.”
She came in the next day and said, “I still
don’t get it. My job is to sell, and now you’re
telling me to stop selling?”
“Exactly,” I said. “Forget selling. Just care.
Care more about the person in front of you
and what will make them happy. Instead of
thinking about closing the sale, focus on
helping them walk out feeling great about
what they got."
That advice clicked. She loved people, so
it made sense. Make them happy. Within a
week, her sales had increased by double
digits. The following month, she was the
top salesperson.
What stood out more than these figures was
how different she felt. The pressure was
gone, and her conversations were lighter
and natural. She wasn’t trying to get people
to buy—she was helping them feel good
about making a purchase.
The shift wasn’t about changing her
technique; it was about changing what she
cared about most. She stopped fighting to
be a salespersonand started focusing on
helping people have a better, happier day.
And that’s the twist.
When she stopped selling and focused on
helping others feel joy, everything changed.
Service – not persuasion – is the ultimate
advantage in sales, leadership, and life.
That’s real impact beyond a to-do-list!
DOUG FLEENER is the author of a new
book titled The Day Makes The Year
(Makes The Life).
Learn more: dougfleener.com
June 2025 | 45

BUSINESS
Marketing & PR
Driving sales by mastering digital marketing
Are you making the most of your online opportunities?
SARAH SMITH YKORUK encourages you to sharpen your digital marketing strategy.
Customer reviews are ‘gold’ for
jewellers and online jewellery
businesses. Learning how to manage
them effectively can be a game-changer
for many businesses, significantly
boosting your store visits.
Customer reviews have a significant
influence on consumer decision-making.
Potential customers often read reviews to
gauge the quality of products and services
before making a purchase.
Showcase your products, jewellery brands,
or services through high-quality images
and videos, and ensure you use relevant
hashtags to increase discoverability.
Engage with your audience by hosting live
Q&A sessions, posting behind-the-scenes
content, and encouraging user-generated
content through contests and giveaways.
Building a community around your brand
can significantly boost your sales during
bridal season.
For many, it is the first place to look
and dive into before even visiting the
business’s website. For jewellers,
positive reviews can significantly enhance
credibility and be the deciding factor
whether to take the next step.
Reviews serve as social proof, providing
real-life experiences from previous
customers. When potential buyers see
a plethora of positive feedback, they are
more likely to trust the business.
Encouraging positive reviews
One effective way to encourage positive
reviews is to provide exceptional
customer service.
Ensure that every customer has
a memorable experience, from
the moment they walk in until they
leave. Train your staff to be attentive,
knowledgeable, and courteous.
Another strategy is to ask for reviews.
After a successful transaction, politely
request that customers share their
experience online. Offering incentives,
such as discounts on future purchases,
can also motivate satisfied customers to
leave positive reviews.
Incentivising your sales professionals
also helps make it a priority for them to
include asking for a review as part of their
customer interactions.
Responding to reviews, whether positive
or negative, shows that you value
customer feedback and are committed
to improving your services. Thank
customers for their positive reviews and
acknowledge their support.
For negative reviews, respond promptly
and professionally. Address the
customer's concerns and offer solutions
or compensation if necessary.
This not only helps in resolving issues but
also demonstrates to potential customers
that you care about their satisfaction.
Leveraging reviews in strategy
Incorporate positive reviews into your
marketing campaigns. Share them on
your website, social media platforms,
and email newsletters to build trust and
attract new customers.
Creating video testimonials or featuring
customer stories can also be highly
effective. These authentic endorsements
can resonate more deeply with potential
customers and drive store foot traffic.
Regularly monitor and analyse customer
reviews to identify trends and areas
for improvement.
Use tools and software to track reviews
across various platforms and gather
insights into customer preferences and
pain points.
Implement changes based on the
feedback received. Continuous
improvement not only enhances customer
satisfaction but also increases the
likelihood of receiving positive reviews in
the future, thereby driving more repeat
business and increased store visits.
Digital marketing in the bridal season
The bridal season is a golden opportunity
for jewellery stores to boost their sales,
and digital marketing is your secret
weapon to make the most of it.
Social media platforms such as
Instagram, Facebook, and Pinterest
are gold mines for reaching brides-tobe.
Utilise targeted ads to reach your
audience based on their interests
and behaviours.
The bridal
season is
a golden
opportunity
for jewellery
stores to boost
their sales,
and digital
marketing is
your secret
weapon to
make the
most of it.
Content is king, especially during the bridal
season. Create blog posts, videos, and
infographics that offer value to brides-tobe.
Topics such as ‘Wedding Trends for
This Year' or 'How to Choose the Perfect
Wedding Dress' can attract a lot of traffic
to your website.
Ensure your content is shareable. Add
social sharing buttons to your blog posts
and encourage your audience to share your
content on their social media platforms.
The more your content is shared, the more
visibility your brand will get.
Search engine optimisation (SEO) is crucial
for capturing organic traffic. Use keyword
research tools to identify popular bridalrelated
search terms and incorporate
them into your website content, meta
descriptions, and alt text for images.
Ensure your website is mobile-friendly,
as many users will browse on their
smartphones. A fast-loading, easyto-navigate
website can significantly
improve user experience and increase the
likelihood of conversions.
Email marketing remains one of the most
effective ways to reach your audience.
Create targeted email campaigns that
offer exclusive discounts, bridal tips, and
updates on new products or services.
Wedding planners can recommend your
business to their clients, giving you direct
access to potential customers.
Consider offering special packages
or discounts to these collaborators to
incentivise them to promote your store.
SARAH SMITH YKORUK is director
of Client Relations at GemFind Digital
Solutions Visit: gemfind.com
46 | June 2025

BUSINESS
Logged On
AI in Retail: Can it change your business?
Welcome to the world of tomorrow! DAVID BROWN discusses
the impact AI tools will have on your jewellery business.
Artificial Intelligence (AI) is no longer
a futuristic concept; it’s here, and it’s
already shaking up the retail industry.
If you’re a business owner, AI isn’t just
something for tech giants to worry about.
It’s a powerful tool that can help you
streamline operations, boost sales, and
create better customer experiences.
For example, AI can help you personalise
email campaigns, optimise social
media ads, and even create content that
resonates with your ideal customers.
This means better return on investment
on your marketing efforts and more
conversions. Your marketing will eventually
be aimed at the individual.
So, what’s happening in AI right now, and
how can it help you? Let’s dive into some
of the latest developments and how they’ll
impact retail in the future.
Personalised shopping experiences
Have you ever wondered how Amazon
seems to know precisely what you want
before you even do?
That’s AI-powered personalisation at
work. AI analyses customer behaviour,
past purchases, and browsing habits to
recommend products in a way that feels
almost human.
This process will only become more
refined. As a retailer, you will be able
to use AI-driven recommendation
engines on your website or app to
suggest products based on a customer’s
interests. This will not only increase
sales but also make shopping more
convenient for your customers.
AI Chatbots and Virtual Assistants
Gone are the days when chatbots gave
robotic, useless responses. AI-powered
bots are now sophisticated enough to
handle complex customer interactions,
answer questions, and process orders.
For small and mid-sized retailers, you
can offer 24/7 customer service without
hiring an entire staff. Chatbots can also
help reduce cart abandonment by guiding
hesitant consumers through checkout.
Inventory and forecasting
Stocking too much inventory eats into your
profits; however, running out of popular
products will cost you sales. AI can assess
trends, seasonal changes, and purchasing
behaviour to predict demand more
accurately than humans ever could.
Retailers using AI-driven inventory
management systems can automate
reordering, prevent overstocking, and
adjust pricing based on demand.
This keeps shelves stocked with the right
products at the right time, maximising
revenue.
AI-powered visual shopping
Imagine a customer sees a stunning ring
on Instagram; however, they have no idea
where to buy it.
With AI-powered visual search, they can
upload an image, and the system will find
similar products in your store. Pinterest
and Google Lens are already using this
technology, and it’s becoming more
accessible for small retailers.
Adding visual search capabilities to your
website or e-commerce store can help
customers find what they want faster and
increase conversions.
Automated 'zero staff' checkouts
The days of waiting in long checkout lines
might soon be over. AI-driven cashier-less
stores plan to use cameras and sensors to
track what customers pick up and charge
them automatically as they walk out.
While this might sound futuristic - not to
mention a security risk - even smaller
retailers can implement AI-powered
self-checkout systems to speed up
transactions, reduce staffing costs,
and improve customer satisfaction.
Smarter targeted marketing
If you’re running digital ads, AI can ensure
you’re not wasting money on people who
will never buy.
AI-driven marketing tools analyse
customer data to create highly targeted
ads that reach the right audience at the
right time.
As a retailer,
you will be able
to use AI-driven
recommendation
engines on
your website or
app to suggest
products based
on a customer’s
interests.
Fraud detection and security
As more transactions move online,
fraud is an increasing concern for
retailers. AI can detect suspicious
behaviour in real time, flagging unusual
transactions and preventing charge
back fraud before it happens.
AI-driven fraud detection tools learn from
past data to identify patterns, making them
more effective than traditional security
measures. This helps keep your business
and your customers safe.
What’s next with AI in retail?
The AI revolution is just getting started.
Soon, we could see AI-powered robotic
store assistants, advanced augmented
reality shopping experiences, and
even smarter voice-activated shopping
through devices such as Alexa and
Google Assistant.
As a business owner, embracing AI now
will keep you ahead of the competition.
Whether through personalised
recommendations, AI-driven marketing,
or automated inventory management,
these tools can help you work smarter.
There’s a common fear that AI will take
jobs away; however, in retail, it’s more
about making jobs easier and businesses
more efficient. Instead of replacing human
workers, AI allows your team to focus
on higher-value tasks like customer
relationships and creative strategies.
Customers will always value the personal
experience of jewellery buying.
The bottom line? AI is here to stay, and
it’s transforming retail. The sooner you
integrate AI into your business, the more
you’ll benefit.
DAVID BROWN is co-founder
and business mentor with Retail
Edge Consultants. Learn more:
retailedgeconsultants.com
June 2025 | 47

My Bench
William Masters
Robert Cliff Master Jewellers
• AGE: 22 • YEARS IN TRADE 2 • TRAINING: Second-year jewellery apprentice • FIRST JOB: Kmart
ROSE NOIR ELEGANCE
Designed and handmade for a customer, featuring
9-carat rose and white gold. Bezel-set with one round
green emerald paired with black and white diamonds.
FAVOURITE GEMSTONE Green emerald.
FAVOURITE METAL 18-carat yellow gold.
FAVOURITE TOOL Ring clamp.
BEST NEW TOOL DISCOVERY Laser welder.
BEST PART OF THE JOB Working on and seeing
many styles of jewellery that each have their own story.
WORST PART OF THE JOB Missing gemstones.
BEST TIP FROM A JEWELLER Clean your jewellery.
BEST TIP TO A JEWELLER Take care of your hands
and your back.
BIGGEST HEALTH CONCERN ON THE BENCH:
Dust inhalation.
LOVE JEWELLERY BECAUSE It is an incredible
combination of structure and art and you create
something meaningful for someone who will
enjoy it forever.
48 | June 2025

June 2025 | 49

OPINION
Soapbox
Good fortunes: The living spirit
of the Australian opal industry
There’s an opportunity not to be missed! MAXINE O’BRIEN encourages
you to voyage into the outback and witness the opal trade with your own eyes.
Australia has long been described
as ‘the lucky country’, a phrase that
originated in irony and critique that
has since been adopted as a point of
national pride.
While that moniker was initially used to
criticise the country’s reliance on natural
advantages rather than innovation, the
phrase has since been embraced to
celebrate the things that set this vast
and sunburnt land apart.
Nowhere is this more evident than in
the opal industry, a vibrant and uniquely
Australian trade that captures the
essence of what it means to live in ‘the
lucky country'. It’s a privilege to be a part
of this remarkable gemstone industry, a
space defined not only by the captivating
natural beauty of Australia’s national
gemstone, but by the character and
camaraderie of the people who keep the
wheels turning.
The opal industry is comprised of an
extraordinary tapestry of individuals
from all walks of life and corners of
the globe. It is founded on dreams, grit,
and determination that define many of
Australia’s iconic trades.
What sets the opal industry apart,
however, is the sheer individuality of
its people. The vast majority are selfemployed
small business owners – be
they miners, cutters, traders, or jewellers
– and it’s this entrepreneurial spirit that
gives the industry its distinctive nature.
There’s a unique form of generosity that
runs deep within the opal community.
An impressive variety of skills and
expertise accompany the ‘can-do’
attitudes that thrive.
These range from geology and
gemmology to gemstone-cutting and
expertise in jewellery design and retail.
What binds everyone together is a
shared resilience – a collective ability to
face the inherent risks of the trade with
good humour, adaptability, and support
for one another.
Among the many stories of perseverance
and ingenuity in the opal trade, the
contributions of women stand out as
especially inspiring.
A friend once told me of growing up in a
society bound by traditional gender roles.
When she moved to Lightning Ridge with
her husband, she was astonished and
delighted to discover that, on the opal
fields, there were far fewer constraints.
Here, she found the freedom to start
and run her own business, which she
has successfully operated for more
than four decades.
Her story is important, but it is not
unique, as women have long played a
pivotal role in this industry, not just as
‘assistants’ but as business owners
and leaders.
The nature of the trade, with its
unpredictable income streams and
frontier spirit, necessitated that everyone
pitch in. What emerged was a space
where women were empowered to carve
out their paths, often more easily than in
the broader workforce of the time.
Today, they continue to punch well above
their weight, helping to shape the future
of this iconic Australian industry.
Beyond its people, the opal industry also
possesses a rich sense of community
and fun. This was never more apparent to
me than during the 2024 Australian Opal
Tour, which I had the honour of organising
on behalf of the Australian Opal Centre.
It was an unforgettable journey, bringing
together passionate enthusiasts from
around the world to experience the magic
of the opal fields firsthand.
Our adventure took us from the famed
black opal fields of Lightning Ridge – a
town like no other, known for its deep
shafts, friendly larrikins, and outback
charm – to the sun-bleached landscape
of White Cliffs, where underground
homes keep locals cool in the searing
heat and ghostly opalised fossils hint at
prehistoric worlds.
In Queensland, we visited Winton,
where boulder opals are secured from
the rugged earth. These areas offer
a more remote and wild experience,
featuring ancient mesas, dinosaur
bones, and an open sky that stretches
endlessly in all directions.
There’s a
unique form
of generosity
that runs deep
within the opal
community.
An impressive
variety of skills
and expertise
accompany
the ‘can-do’
attitudes that
thrive.
Winton, in particular, is rich in history
– both geological and human – and the
community there welcomed us with
warmth and pride.
From there, we flew by light aircraft
– refuelling in Birdsville, a legendary
outpost in its own right – before arriving
at Coober Pedy in South Australia,
perhaps the most iconic opal town of
them all.
Famous for its opalised sea creatures and
moonlike terrain, Coober Pedy is a place
of extremes: temperature, landscape,
and personality. Much of the town is built
underground to escape the desert heat,
and its culture is as rich and layered as
the opal seams beneath the surface.
Throughout the tour, the kindness and
generosity of the people we met were
extraordinary. Miners opened their
claims to us, cutters shared their hardearned
skills, and retailers told their
stories with heartfelt honesty. It made
me incredibly proud to see this industry
– my industry – represented with such
passion and integrity.
The feedback we received was
overwhelmingly positive. Many of our
guests have stayed in touch, forming
bonds that will last a lifetime.
From a personal perspective, it was also
a chance to reconnect with old friends
and colleagues from across the country
– mates I’ve worked alongside for more
than 30 years, each with their tales of
adventure, risk, and reward.
Australia truly is the lucky country, not
just because of the riches hidden in its
red earth, but because of the people who
bring those treasures to life.
The opal industry is more than an
economic driver – it’s a living, breathing
example of what makes Australia
extraordinary: its spirit, its diversity, and
its deep connection to the land and
one another.
Name: Maxine O’Brien
Business: Australian Opal Centre
Position: Coordinator
Location: New South Wales, Australia
Years in the industry: 33
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