Jeweller

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY AUGUST 2025

Ring the Bell

DIAMOND DEBATE REACHES

NEW LEVEL OF INTENSITY

The Wow Factor!

EXCITING NEW PRODUCTS RELEASED

AHEAD OF THE 2025 SYDNEY FAIR

Spooky Stories

GHOST STORES ARE A RETAIL

NIGHTMARE THAT MUST BE STOPPED

2 | August 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

August 2025 | 3

At Sapphire Dreams, we honour the journey from mine to masterpiece - offering ethically sourced, certified

Australian sapphires that are as compelling in their beauty as they are in their integrity. Each piece of jewellery

is crafted to showcase the remarkable spectrum of Australian sapphire colour, from ocean blues to vivid

teals and rare Parti stones, appealing to today’s ethically minded and design-conscious consumer.

As a wholesale partner, you will receive support from our full team. With a suite of sales assets, from model

photography to product videos, advertising and marketing support, Sapphire Dreams makes it seamless for you

to present high-quality, ethical luxury to your clientele. Our contemporary 9ct and diamond-set 18ct gold ranges

offer versatility, sophistication, and an exceptional retail opportunity in today’s competitive jewellery market.

SapphireDreams.com.au

4 | August 2025

02 9290 2199 pink@samsgroup.com.au

Become a stockist today!

August 2025 | 5

6 | August 2025

August 2025 | 7

INTERCHANGEABLE

IJF STAND

D01

8 | August 2025

p +61 (0)8 8221 5580

sales@timesupply.com.au | timesupply.com.au

exclusive distributor AU & NZ

p +61 (0)8 8221 5580

sales@timesupply.com.au | timesupply.com.au

August 2025 | 9

exclusive distributor AU & NZ

IJF STAND

D01

Long live

modern elegance

Toll Free. 1800 888 585

CustomerService@becksgroup.au

becksgroup.au

10 | August 2025

Styles shown: F336, 2T5341BA, ZR5346SAA, TAJ5331BR, J5348.

Celebrate life’s defining

moments with rings that

combine timeless craftsmanship

and contemporary style.

Our latest collection brings fresh designs

and on-trend looks, all handcrafted in

Australia with meticulous attention to detail.

From precious metals to modern materials

like tantalum and zirconium, every piece

reflects BECKS commitment to creativity,

quality, and longevity—made to last,

made to love.

Long live love.

Discover our new collection

at Sydney IJF—Stand E01.

We’d love to see you.

Proudly Australian Made

Owned and Operated

Styles shown: J5323, J5337, J5316, J5320, J5299, J5311.

Long live love — Since 1976

August 2025 | 11

12 | August 2025

Introducing

Soklich & Co. Casting House

We offer the following services:

• CAD design

• Casting

• Cutting blocks

• Resin printing

• 3d scanning

• Assembling , setting and finishing on products

designed, printed and cast in house.

• Designing and remaking using your customers

gold and gemstones into new pieces.

AUSTRALIAN OWNED & MADE

For all wholesale queries and orders,

call us on +61 8 9367 7712

or email workshop@soklichco.com

103 Mill Point Road, South Perth WA 6151

soklichco.com

August 2025 | 13

Make time yours.

EXCLUSIVELY DISTRIBUTED IN AUSTRALIA AND NEW ZEALAND BY

14 | August 2025

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

02 9290 2199

pink@samsgroup.com.au

Discover the allure of the latest Sapphire Dreams collection, where timeless design meets natural

brilliance. Born from the ancient landscapes of Australia, each sapphire captures a unique palette of

colour, from serene ocean blues and teal greens to radiant golds and fiery sunset tones.

This collection takes you on a a journey through the wild beauty of Australia. Each stone is carefully

selected and transformed into a modern heirloom, crafted to evoke emotion, capture light, and

celebrate individuality. From bold statement rings to delicate, sculptural forms, every piece highlights

the unique features of sapphires sourced from Australian soil.

Proudly crafted in Australia, our latest collection features ethically sourced, origin-certified sapphires

set in luxurious 9ct or 18ct gold. Where natural beauty meets refined, responsible design.

SapphireDreams.com.au

Become a stockist today!

DIAMOND DEBATE REACHES

NEW LEVEL OF INTENSITY

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY AUGUST 2025

EXCITING NEW PRODUCTS RELEASED

AHEAD OF THE 2025 SYDNEY FAIR

GHOST STORES ARE A RETAIL

NIGHTMARE THAT MUST BE STOPPED

AUGUST 2025

Contents

This Month

Industry Facets

17 Editorial

32

10 YEARS AGO

Time Machine: August 2015

18 Upfront

35

LEARN ABOUT GEMS

Around The World: Australia

69 2025 SYDNEY FAIR

The Wow Factor!

The International Jewellery Fair

in Sydney is right around the corner.

Prepare for a busy weekend with a

buying guide filled with new products.

20 News

30 Events

92

94

MY BENCH

Kate Rogers

SOAPBOX

Steve Der Bedrossian

Features

51 ONLINE RETAIL SCAMMERS

Spooky stories

41

51

57

69

NATURAL DIAMOND MARKETING

Should the diamond industry play nice or toughen up?

BUSTING DIGITAL SCAMMERS

Nothing is ever as it seems when shopping online

GAME-CHANGING GEMMOLOGISTS

Standing on the shoulders of jewellery industry giants

2025 SYDNEY FAIR BUYING GUIDE

Prepare for the upcoming show with a jam-packed buying guide

Dodgy online retailers will stop at nothing

to fool consumers shopping for jewellery.

Discover the warning signs and join the

fight against scammers.

Better Your Business

88

SELLING

DAVID BROWN reveals the importance of networking in retail.

57 JEWELLERY FOUNDATIONS

Game-changing

Gemmologists

The modern jewellery industry

wouldn't be what is today without

the work completed by influential

gemmologists.

89

90

91

MANAGEMENT

DOUG FLEENER takes the jewellery business back to basics.

MARKETING & PR

SIMON DELL argues that email marketing has never been more valuable.

LOGGED ON

BARRY URQUHART previews an emerging trend in online retail.

41 MARKETING DEBATE

Nasty or nice?

The natural diamond industry

has reached a fork in the road -

is it time to fight fire with fire?

FRONT COVER

Sapphire Dreams pays tribute to

the beauty of Australian sapphires,

celebrating the art of craftsmanship and

contemporary jewellery design.

Proudly Australian-owned and operated,

SAMS Group Australia has more than

50 years of experience in luxury jewellery

and working with Australian gemstones.

Learn more: sapphiredreams.com.au

Ring the Bell

The Wow Factor!

Spooky Stories

August 2025 | 15

16 | August 2025

Since 1962, Duraflex Group Australia have been proudly distributing international

jewellery and watch brands. (02) 9417 0177 | www.dgau.com.au

Editor’s Desk

Don’t hold your breath, no one is coming to save us

Digital retail scammers are a plague on the Australian jewellery industry.

SAMUEL ORD says that despite the severity of the issue, there’s still no end in sight.

You must never forget that if a product or

service is free, you are not the customer,

you are the commodity. In that equation,

protection is not guaranteed – in fact,

it’s rarely even a consideration.

This uncomfortable truth is central to

the increasing scandal surrounding

‘ghost stores’ – endless waves of shady

online retailers exploiting the infrastructure

of social media platforms to deceive

consumers and undermine legitimate

jewellery businesses.

Reputable Australian jewellers have

reported seeing product photos and

descriptions stolen by faceless imitators,

and some are left feeling helpless as their

reputations are diluted and degraded.

These scammers lie without hesitation,

and it’s not just about where they’re based

or how their products are made. They

flood the internet with fake imagery and

backgrounds, fraudulent testimonials and

reviews, and stolen or repurposed content

from hardworking local businesses.

These are just the dropshippers, who at

least have products to sell, even if it’s just

mass-produced rubbish. Others don’t even

bother with that step; they’re only in the

game to harvest credit card numbers

and personal information.

Naturally, when the ‘ghost stores’ scam

became a talking point in the mainstream

media, some clever minds began to trace

these operations to the platforms that

host the scams – Facebook, Instagram,

and Shopify, among others.

With billions of users, Meta’s global reach

is staggering, and its revenue is equally

impressive. All of its platforms – Facebook,

Instagram, and WhatsApp – are free to join.

So how does the company earn so much

money? The answer, of course, is targeted

data-driven advertising.

Targeted advertising is powerful. It delivers

promotional material to specific users based

on their behaviour, interests, location,

and demographics. This information can

be immensely valuable to legitimate

jewellery businesses; however, it also

enables scammers to target potential

victims with frightening precision.

People aren’t stumbling upon these scams

by chance; they’re delivered to them.

In public statements, Meta insists that

it takes this issue seriously. When

questioned by the ABC, the company said

it was ‘investigating’ the problem and

‘investing in tools’ to stop fraud.

Tired platitudes about 'user safety' are

as readily available as the scam websites

themselves.

In the same article, a woman in her

seventies from Sydney revealed that

after being scammed by an online retailer,

she reported the issue to Meta. The result?

It was her account that was suspended,

not the scammers.

The Australian Competition and Consumer

Commission (ACCC) has publicly

acknowledged that platforms such as

Facebook and Instagram are facilitating

these scams. Unfortunately, these

statements offer little confidence that

the issue will be resolved anytime soon.

The ACCC said that when it comes to

preventing scams, the “ball is in their court”.

Enforcement is unlikely, as the time and

resources required to bring action against

an overseas business would be exhaustive.

This brings us to the heart of the matter.

Facebook and Instagram have no incentive

to stop these scammers. Dodgy online

retailers are the paying customers,

not the users falling victim to scams.

Meta doesn’t generate billions of dollars

in revenue by banning advertisers.

The attention of users on the platform

is the product being sold. The user is the

commodity, and ghost stores are paying

for direct access to the user.

It’s been suggested that unless there’s

a sharp decline in user trust, regulatory

threats, or a reputational crisis, there

is no compelling reason for Meta to

address this issue. Facebook has operated

since 2004, and Instagram since 2010.

Scams have existed on both platforms

for an entire generation.

Yes, the complexity and scale of the problem

are also issues from Meta’s perspective.

There are technical and operational

challenges, and it could be argued that,

since the advertising is submitted by

third parties, the responsibilities lie

with the scammers, not the platform.

This is the

chicken

knocking on

the fox's door

and asking to

come inside.

Hiring moderators, building scam-detection

systems, or tightening the advertising

approval process would cost Meta money.

It would also slow down the process for

legitimate advertisers, including local

jewellery businesses, that rely on the

platform to reach new customers.

However, while these legitimate businesses

are busy playing by the rules, scammers are

outmaneuvering them.

What are the odds of users abandoning these

platforms en masse? Slim. Most victims

blame the scammer — not the infrastructure.

Ghost stores are only a small part of a larger

story. Cryptocurrency investment schemes,

romance scams, tech support fraud,

real estate cons – they all advertise.

I’m aware of one particularly sinister

evolution that’s worth briefly highlighting –

‘fake lawyer’ accounts that offer to help the

victims of scams recover lost money, for a fee.

These scammers target people who

self-identify as victims by engaging.

If it weren’t so unbelievably evil, it would

almost be admirable in how clever that

system is. These scammers don’t need to

waste time blasting thousands of emails

into inboxes around the world, hoping for a

single catch. The victims are approaching

them directly and asking for help.

This is the chicken knocking on the

fox's door and asking to come inside.

And so, when all is said and done, never

forget that if a product or service is free,

you’re not the customer, you are the

commodity. Don’t expect protection

from a system not built to serve you.

Legitimate jewellery businesses pay the

price – their content is stolen, advertising

is crowded out, and the consumer trust in

the industry is eroded. These businesses

play by the rules, and the scammers don’t.

Either way, Meta makes a profit.

It’s a depressing reality; however, there may

be one silver lining. Perhaps, eventually,

when these scams become so

overwhelmingly effective that genuine

and the fake are indistinguishable,

consumers will remember the value

of a traditional jewellery store.

SAMUEL ORD

EDITOR

August 2025 | 17

Upfront

Stranger Things

Weird, wacky and wonderful

jewellery news from around the world

Serious allegations

A diamond tycoon wanted in a

$1.5 billion fraud case told a UK court

he was kidnapped by Indian agents

in 2021 and tortured to extract a

confession. Mehul Choksi sued the

Indian government and five individuals

involved in the alleged abduction

at a London court. The Indian

government denies the allegations

and argued that the case shouldn’t

be heard in English courts.

A class action has been

filed against jewellery chain

Helzberg Diamonds, alleging that

the company’s website inaccurately

claims products are being offered at

discounted prices for a limited time.

Helzberg Diamonds was founded

in 1915 and has expanded from

a family-owned jewellery store

to a national retailer operated by

Berkshire Hathaway,

the conglomerate owned by

Warren Buffett.

You’re under arrest

Seven men from California have

been charged in the largest jewellery

heist in US history, involving the theft of

$150 million worth of gold, gemstones,

and luxury watches. The heist has been

a mystery in California for nearly three

years after a Brinks company truck

transporting the jewellery was robbed

at a remote stop. The Department of

Justice alleged that one of the suspects

scouted a jewellery show near

San Francisco for several days in 2022

and then robbed the truck.

Rewind: Best Bench Tip

AUGUST 2015

“Always be open to new

information.”

SARINA CUNNINGHAM

SARINEL DESIGNER JEWELLERY

HISTORIC GEMSTONE

The Tiffany Yellow

In the rough, the Tiffany Yellow was

a canary-yellow octahedron weighing

287.42 carats found at either the De

Beers or Kimberly mines in South

Africa in 1877. The origins of the

diamond remain a mystery, though one

account suggests it was discovered in the

mines of the Compagnie Français de Diamant du Cap. It was sent to

Paris, where it underwent a year of study before being meticulously

cut in 1878 by George F. Kunz into a 128.54-carat cushion-cut brilliant

stone. Acquired by Tiffany and Co. in 1879 for $18,000, the diamond

initially received little fanfare until Chinese Viceroy Li Hung-Chang

requested a viewing in New York in 1896. Offered for sale twice, the

Tiffany Yellow caused controversy among company board members in

1951 and was later advertised for $5 million in 1972.

Futuristic security solutions

Prominent retailers have signed a joint statement with trade

representative Retail NZ calling for the use of facial recognition

technology to discourage and prevent crime.

Among the eleven retailers was Michael Hill

International. The statement explains that

verbal and physical abuse from repeat offenders

poses a risk to their employees and customers

and that these offenders are often responsible

for significant violence, loss, or damage.

It was also noted that a survey of 1,000

New Zealanders found 89 per cent support

using facial recognition technology,

even if it reduces harm by just 10 per cent.

Timeless Trends

Unconventional engagement rings

are increasingly popular as couples seek

personalised, meaningful symbols that

reflect their unique love stories. Distinctive

designs, alternative gemstones, and

non-traditional settings offer individuality,

breaking away from tradition to embrace

creativity, self-expression, and modern

relationship values.

Campaign Watch

An agreement has been reached

in the international diamond industry

to create a collective marketing fund

to support natural diamonds. Individual

governments, in collaboration with

the industry, will decide how each

participant contributes.

Images: Calleija Jewellers

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

• 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.

Long live

trusted support

For nearly 50 years, BECKS has been the trusted source for handcrafted rings

and precious metal expertise across Australia and New Zealand.

We’re more than a manufacturer.

We’re your partner in business:

• Australian-made quality

• Genuine, people-first service

• Proven best sellers and new designs that deliver

• Commitment to Sustainability

• All your precious metal service needs under one roof

• RJC and ISO certified

At BECKS, we succeed when

you do. Let’s grow together.

Come visit us at this year’s

Sydney Trade Fair.

Toll Free. 1800 888 585

CustomerService@becksgroup.au

becksgroup.au

Proudly Australian Made

Owned and Operated

Long live love — Since 1976

August 2025 | 19

News

Another positive month for

independent jewellers

Louis Vuitton confirms customer data stolen

in latest high-profile luxury hacker attack

Australia’s independent jewellery retailers have

performed well for a second consecutive month,

recording a modest increase in sales in June.

Sales in June improved by 1.3 per cent on a

year-on-year comparison, following a 3.9 per cent

increase in May. The analysis was published by

Retail Edge Consultants.

Unit sales in June decreased by 7 per cent on

a year-on-year comparison and 14 per cent from

two years ago, following recent trends around

focused, meaningful purchases.

The average retail sale (inventory only) increased

by 12 per cent to $282. General manager Leon van

Megen suggested that the market may be finding

equilibrium.

“The slight uplift could suggest the market is finding

a new balance. Consumer confidence is returning,

with shoppers showing a more deliberate,

quality-first mindset,” he explained.

“Based on the data, consumers are purchasing

less frequently and focusing on meaningful

purchases rather than volume.”

He added: “Rising average sale values continue

to support overall revenue, with value-led buying

patterns prevailing amid softened traffic.”

Regarding specific categories, diamond jewellery

sales decreased by 4.8 per cent on a one-year

comparison. The report suggested that consumers

may be delaying the purchase of high-value items

or shifting their focus to smaller luxuries.

Sales of colour gemstone jewellery decreased

by 4.1 per cent compared with the previous year,

while precious metal jewellery without a diamond

or gemstone declined by 4 per cent.

Silver and alternative metals jewellery increased

by 0.6 per cent compared with 2024.

Van Megan said, “After a period of recalibration, this

segment may be finding new ground. Its affordability

and design flexibility make it attractive for younger

and value-driven buyers.”

A decrease was noted in laybys and services, such

as repairs, between new orders and pickups and

cancellations, while special orders improved.

Louis Vuitton has become the latest highprofile

victim of cybercriminals, confirming in a

statement that customer data was stolen in a

breach.

Louis Vuitton Moët Hennessy (LVMH) confirmed

that an unauthorised third party had accessed

its UK operation’s systems and obtained

information, including names, contact details,

and purchase history.

As reported by The Guardian, the company stated

that its Korean operation has recently suffered a

similar cyberattack, noting that no financial data

had been compromised.

Retailers have supported a recent proposal in

New Zealand to amend trespass laws in an

effort to combat crime targeting businesses.

The proposed changes to the Trespass Act

involved increasing the maximum trespass

period to three years and doubling the maximum

financial penalty for anyone refusing to leave

when asked to $NZD2,000. A proposal to increase

the maximum fine for anyone refusing to provide

a name and address, as well as giving false

information, has always been put forward.

In recent weeks, New Zealand’s Privacy

Commissioner has approved the use of facial

recognition technology in an effort to reduce

crime targeting retailers. Industry representative

Retail NZ described the proposals as a step

in the right direction, and CEO Carolyn Young

said that more was required.

“Retailers are crying out for proactive solutions

that prevent crime and enhance the safety of

their staff and customers,” Young said.

“Our members continue to face high rates of

violence and crime, putting both their employees

and the public at risk, as well as threatening

the financial sustainability of retail businesses.”

“While we have no evidence that your data

has been misused to date, phishing attempts,

fraud attempts, or unauthorised use of your

information may occur,” the email said.

LVMH stated that it has notified the relevant

authorities regarding the hack, which occurred

on July 2. This is reportedly the third breach of

LVMH’s systems in the past three months.

In June, luxury jewellery brand Cartier confirmed

its website had been hacked and client data had

been stolen. A statement confirmed that limited

client information, including names, contact

details, and locations, had been stolen.

Radical proposal to double penalties for crimes

against retailers in New Zealand

Associate Justice Minister Nicole McKee said

that for far too long, criminals have dismissed

trespass notices as inconsequential.

“These changes send a clear message: enough

is enough. If you threaten retail workers or steal

from businesses, don’t expect to walk back in

like nothing happened,” she said.

“Every New Zealander deserves to feel safe at

work, especially our frontline retailers. These

reforms aren’t just about fines and paperwork;

they are about making retail spaces safer and

giving businesses the respect they deserve.”

Earlier this year, a report found that a disturbing

number of retail crimes remain unreported

in New Zealand.

20 | August 2025

News

Soklich & Co. unveils glamorous flagship store

Tasmanian jeweller releases

collection with icy event

Soklich & Co. Jewellers has celebrated 60 years

in the industry with the opening of a new flagship

store at Mill Point Road in Perth.

Soklich & Co. was founded in 1965 as a colour

gemstone exploration company in the Pilbara

region. In 1986, the company shifted to Perth

to focus on wholesaling to jewellery stores

in Australia and New Zealand.

In 2014, the company opened a store on Angelo

Street in South Perth, selling jewellery directly

to the public. Today, the company is active as a

retailer via Socklich & Co. and as a supplier

via Ellendale Diamonds.

The new flagship store, located in a former post

office at the Civic Heart Centre, is the culmination

of a five-year renovation project.

Owner Lexie Soklich told PerthNow that

preserving the building's rich history was

a priority.

“This building was originally built in 1900.

We’ve tried to preserve its history as much as

possible while creating something fresh and

exciting. It’s a historical gem in South Perth

and we want to honour its story,” she explained.

Authorities have charged six people over

the violent armed robbery of a Queensland

jewellery store earlier this month.

Five men in their 20s and a 16-year-old boy

were arrested by police during a series of

raids in Brisbane and Logan. Investigators

reportedly uncovered weapons, including a

handgun, during the search.

The group is accused of breaking into a

Chermside jewellery store in May. The store

was ransacked by armed and masked men

in front of customers shortly after 5 pm on

10 June.

“It’s not just a shop. We wanted people to be

able to walk in, feel inspired and actually see

how the pieces are made. It’s about the full

experience, from imagination to creation.”

The interior features an Italian-made chandelier

shaped like cherry blossoms and a visible

workshop where customers can watch

bench jewellers hard at work.

Soklich said that there are plans to make use of

the post office’s original fittings, including more

than 1,200 vintage mailboxes. Reflecting on six

decades of trade, she said that thinking outside

the box in terms of designs remained

a rewarding pursuit.

“If I had to attach an emotion to our business,

it would be joy. We want people to leave here

feeling like they’ve created something that

makes them happy,” Soklich said.

“We have big bees the size of your palm, and

even a fish made of aquamarines and diamonds.

We even turned a piece of wood our son found

into a paperweight. People come to us because

they know we do ‘different’.”

The new store is now open to the public.

Six people charged after violent jewellery store

robbery shocks community in Queensland

Police will allege that the owner of the

jewellery store was assaulted with a hammer,

leaving him with serious injuries. The group

fled the scene in a stolen grey station wagon,

which was discovered in Berrinba on 19 June.

Various media reports suggest that the heist

may be connected to an armed robbery of a

jewellery store in Lutwyche in May.

Detectives are searching for a 21-year-old

man from Mount Gravatt who may have

been involved in the incident. Anyone with

information is asked to contact police on 131

444 or Crime Stoppers on 1800 333 000.

An Australian jewellery designer has launched a new

collection with an unusually frosty promotional event

in Tasmania.

Francesca Jewellery partnered with the City of Hobart

to launch the Bold and Cold Winter Capsule Collection,

hosting a special event on the waterfront.

Jewellery from the new collection was placed inside

ice slabs at the site. Participants were encouraged

to melt or break through the ice by whatever means

possible, with those successful keeping the jewellery

hidden inside.

Francesca Jewellery marketing manager Francesca

Mescia told The Mercury that the launch drew an

impressive crowd, happily braving the cold winter

weather.

“We’ve had over 100 people here just within the last

couple of hours. We’ve seen some interesting icebreaking

techniques. A lot of scratching and using

palms to melt the ice,” she said.

“As we grow, it’s always important to remember our

roots, and seeing the number of people who turn out

shows we have really loyal customers.”

Hobart Lord Mayor Anna Reynolds said the launch

was a creative way to engage the local community.

“This event was not only a cool way to showcase

their locally designed jewellery, but also highlights

the warmth and generosity that Francesca brings to

Hobart,” Reynolds said.

“Francesca’s support for women from refugee

backgrounds is currently being featured in the city’s

Warm Hearts campaign, which is showcasing stories

of kindness in our Hobart community.”

Francesca Jewellery was founded by sisters Hannah

and Rachel Vasicek, who sold handmade jewellery at

the Salamanca Markets as teenagers. The business

opened its first store in Hobart in 2017 and its second

store in Melbourne in 2019.

August 2025 | 21

News

Pesky jewellery fair scammers spam inboxes once again

Some scammers do not have a website and use free

services, such as Gmail, with handles designed to

resemble those of events management or digital

marketing companies.

As the anticipation builds for the International

Jewellery Fair in Sydney in August, event organisers

are once again warning the industry to be wary

of online scammers.

Jeweller has previously documented the persistent

nuisance of ‘attendee list scammers’ – criminals who

attempt to defraud unsuspecting businesses

in the lead-up to trade shows and industry events.

These scammers rely on ‘social engineering’ to

succeed – tactics designed to manipulate people

into revealing confidential information or purchasing

products and services through deception.

Attendee list scammers are a common form of

online fraud and are not exclusive to the jewellery

industry. Explained simply, scammers will contact

businesses claiming to have access to the attendee

list of an upcoming trade show, which can be

purchased at a typically discounted price.

Expertise Events general manager Zac Fitz-Roy told

Jeweller that, under Australian privacy laws, the sale

of personal information without permission is illegal.

“This kind of thing happens around all industry trade

shows. Generally speaking, event organisers will not

sell their list of attendees. It’s a violation of privacy

laws and it doesn’t make any commercial sense,”

Fitz-Roy explained.

“These scammers even contact us with the same

offers, which is always a good laugh. They’re offering

to sell us our own list! Our data is incredibly valuable;

it’s how we connect the industry and host these

events – we keep that information safe and don’t

sell it to anyone across any of our events.”

As an example of the tactics used by these

scammers, the name, date, and even logo of the

event are often used in the email to create a sense

of legitimacy, a technique known as ‘social proof’.

Likewise, scammers frequently offer these lists at

a temporarily ‘discounted’ price to create a sense

of urgency. In a similar manner, some scammers

suggest that other exhibitors at the event have

already acquired the attendee list, and that without it,

the recipient of the email will be at a disadvantage.

For those familiar with the industry, these scam

emails are superficial and low-effort; however,

in the past, some people have ‘fallen for the trap’

and lost thousands of dollars.

Most of these scam emails originate from accounts

associated with inactive websites, which are often

‘parked’ by domain providers such as GoDaddy

and NameCheap.

Interestingly, Jeweller recently received emails

from a scammer that ‘bucked’ the typical

low-effort trend and provided links to an active

website designed to add legitimacy to the proposal.

An investigation into several interconnected

companies seemingly responsible for this scam

will be documented in a later report.

These scam emails are typically low-effort, poorly

worded, and contain various factual inaccuracies

about the event. In the past, those who have

purchased attendee lists have discovered that

the supposed database of buyers contains only

surface-level information scraped from the

internet about random businesses.

Others are not provided with any information and

are blocked and/or ignored by the scammers after

making the purchase.

As mentioned, the International Jewellery Fair is

one of many events targeted by these fraudsters.

In recent weeks, Jeweller has also received several

emails providing the opportunity to purchase

the attendee list for the Australian Opal Exhibition.

One email claimed that a database of 7,487

registered attendees was available, while another

offered the personal information for 1,016 buyers.

Similar inconsistencies were documented in emails

surrounding the Australian Jewellery Fair earlier this

year. One scammer offered a database featuring the

contact information of ‘5,132 industry professionals’

while another suggested that just 500 buyers would

be attending.

Fitz-Roy advised that anyone receiving these emails

should block the sender and avoid all contact with

the scammer.

“As a general principle, just ignore the emails.

Don’t click on anything, don’t communicate with

them, delete the email,” he said.

“Remember that if it sounds too good to be true,

it probably is. If you have any questions about the

Sydney Fair, call or email Expertise Events, and

we’ll be able to help you.”

Interestingly, many of these emails casually

encourage the recipient to ‘opt out’ if they do

not wish to be contacted again.

This seemingly reasonable offer is another example

of social engineering. By replying to the scammer,

the recipient confirms that the email address is

accurate and functioning, which increases the

likelihood that the account will be targeted with

other scams in the future.

With that in mind, while it may be tempting to

‘opt out’ of these emails, or even hit the scammer

with a ‘serve’ in return, the advice is to block and

ignore the sender.



August 2025 | 23

News

Pink diamond conman turns fugitive

to avoid long stay behind bars

A Canadian conman is on the run after skipping sentencing for his

involvement in a multi-million-dollar pink diamond scam.

The National Post published a lengthy feature story last year, detailing a

scam involving false claims of access to pink diamonds from the Argyle Mine

in Australia. It was reported that as many as 200 people were defrauded of

more than $USD21 million ($AUD32 million).

James Gagliardini was the founder of Paragon International Wealth

Management Inc., a company launched in 2013. He operated a

‘boiler room’ operation, with an outbound call centre used to sell

fancy colour diamond ‘investments’.

Paragon was active for five years before being raided by Canadian authorities

in 2018. After it was discovered that the majority of the victims were based

in the US and not Canada, the US Department of Justice filed an indictment

against four people, who all pleaded guilty.

Gagliardini has been sentenced to 56 months behind bars. Among the

accused was 67-year-old Antonio Palazzolo, who entered a guilty plea

in 2022. He was scheduled to be sentenced by Judge J. Philip Calabrese

in Cleveland on 8 May; however, he failed to appear in court.

It has since been revealed that Palazzolo faced a far longer stay behind bars

compared with that of his co-conspirators, as he has continued offending

in recent years.

One victim has reportedly provided an invoice from Palazzolo for the

purchase of a pink diamond dated 24 April 2025 – just two weeks before

his scheduled sentencing.

Jack Kronis was sentenced to 37 months in November, while Edward

Rosenberg was sentenced to 34 months. Because of his reoffending,

Palazzolo was expected to be sentenced to a minimum of 108 months

behind bars, with the potential to reach 135 months.

Assistant United States Attorney James Lewis said that reduced sentencing

was entirely inappropriate in light of the continued offending.

“A defendant’s commission of new crimes related to the offence of conviction

while on bond is inconsistent with acceptance of responsibility,” he said.

“Given that Palazzolo has continued to engage in similar fraudulent conduct

since pleading guilty, the government opposes Palazzolo receiving any

reduction for acceptance of responsibility.”

US court documents claim Palazzolo’s alleged company is Pavillion.

A lawsuit has been filed in a Canadian court, alleging investment fraud

against Palazzolo and Pavilion Diamonds International.

Prosecutors said the amount of money stolen from Paragon’s victims

attributed to Palazzolo was around $USD1.5 million ($AUD2.3 million).

24 | August 2025

August 2025 | 25

News

Staying synthetic: France

denies request to amend

lab-created diamond law

Rising attendance a positive sign in Hong Kong

“While concerns about the Chinese buyer’s

purchasing power surfaced during the

September 2024 and March 2025 shows, I’m

delighted to report strong attendance figures

from China at JGA,” Lau explained.

“Does this translate to higher purchasing

volumes? Not necessarily. In today’s complex

global economy, buyers are understandably

cautious – comparing prices across markets

and working closely with vendors to maximise

budgets.”

A government directive that requires all lab-created

diamonds to be labelled as ‘synthetic’ in France has

been upheld following requests for an amendment.

Since 2002, a decree in France has listed ‘synthetic’ as

the only acceptable qualifier for lab-created diamonds.

This means that lab-created diamonds can be sold

as ‘diamant de synthese’ or ‘synthetique’ and not

‘diamant de laboratoire’ or ‘diamant de culture’.

French politician Olivia Grégoire requested an

amendment to the law in March, suggesting that the

‘synthetic’ moniker has negative connotations and

damages jewellery sales.

The Ministry of Economics, Finance and Industrial

and Digital Sovereignty has rejected the demand for

an amendment following consultation with around 40

industry stakeholders and organisations. According to

a statement, the majority of stakeholders supported

maintaining the status quo.

“As it stands, the content of this text reconciles

the general interest, which lies in particular in

communicating useful, transparent and relevant

information to the consumer on products, so that they

can make their purchasing decision in full knowledge

of the facts, eliminating the risks of confusion and

deception,” the statement explained.

“It should be noted that this decree applies to all

gemstones and pearls without distinction and cannot

treat the case of diamonds differently from that of

rubies or emeralds, for example.

“Furthermore, from an ecological perspective, the

claim that the production of synthetic diamonds is

more virtuous than that of diamonds from mines is

controversial, particularly due to the highly energyintensive

processes of the industrial facilities used to

produce synthetic diamonds (which cannot simply be

manufactured in laboratories).”

This directive was previously unsuccessfully

challenged in October 2023. At the time, a labcreated

diamond trader lodged a request with the

ministry to modify the law; however, following industry

consultation, it was determined it would be upheld.

Jewellery & Gem ASIA Hong Kong (JGA) has

come and gone for another year, and event

organisers say the event offered cause for

economic optimism.

The jewellery fair was held from 19-22 June

at the Hong Kong Convention and Exhibition

Centre (HKCEC). More than 24,000 buyers from

87 countries were recorded, with 61 per cent of

visitors coming from outside of Hong Kong.

Informa Markets director of jewellery fairs, Celine

Lau, said that a 5 per cent increase in attendance

was a positive indicator of market recovery.

Despite a landmark study into the origins of one

of the most famous fancy colour diamonds in the

world, many questions remain unanswered.

In February, it was announced that Harry

Winston's eldest son, Ronald Winston,

had donated a collection of 41 rare diamonds

to the Smithsonian’s National Museum

of Natural History.

Among them was the Winston Red,

a 2.33-carat fancy colour red diamond.

In preparation for an exhibition a study

was created for Gems & Gemology,

a journal published by the Gemological

Institute of America (GIA).

The red diamond can only be traced to 1938,

and while the study has managed to narrow

down its provenance to either Venezuela or

Brazil, many other details remain unclear.

With that said, the study was able to detail a likely

explanation for the rarity of red diamonds.

“Gemmologists and researchers probed this rare

gem using a variety of imaging techniques and

their results, published in Gems and Gemology,

show that the diamond contains a special type of

nitrogen and is made up from a deformed crystal

lattice of tightly stacked pink to red layers,” writes

Kate Ravilious for The Guardian.

“Nevertheless, we remain positive about

the industry after witnessing the jewellery

community’s energy and resilience at JGA.”

The fair featured nearly 1,200 exhibitors from

30 countries and regions, with distinct themed

pavilions once again dividing the show floor.

One of the event’s highlights was the return of

the Orient Odyssey 2.0, a special pearl jewellery

showcase. A virtual tour of the exhibition, hosted

by a Chinese content creator, garnered more

than 420,000 viewers.

Informa Markets will host Jewellery & Gem

WORLD Hong Kong, beginning on 15 September.

In 2026, Jewellery & Gem ASIA Hong Kong will

be held from 18 to 21 June at the HKCEC.

Winston Red: Why are red diamonds so very rare?

“The incredibly intense heat and pressure

conditions needed to produce these features

are unusual and help to explain why brilliant

crimson diamonds like the Winston Red

are so very rare.

"The earliest record of this splendid gem is

from 1938, when Jacques Cartier sold the

stone to the Indian maharajah of Nawanagar.”

She continued: “This date, along with the

chemical and structural makeup of the gem

and the way it had been cut, have helped to

narrow down the most likely birthplace to

mines in Brazil or Venezuela.”

The Winston Fancy Colour Diamond Collection

showcase at the National Museum of Natural

History will remain on display indefinitely.

26 | August 2025

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August 2025 | 27

News

International Jeweller Fair 2025

Where Brilliance Connects

New platinum technology

making waves for Chemgold

Each year at the International Jewellery Fair in Sydney, the

unveiling of new products and services is a centrepiece

of the industry’s largest annual gathering. This month,

Chemgold will showcase its newest platinum casting

technology.

Earlier this year, Chemgold introduced a new transformative

platinum casting technology for jewellers in Australia. It’s

a process that creates platinum castings that are internally

flawless, denser, and more refined.

Hot Isostatic Pressing (HIP) was engineered initially for

fields such as aerospace and medicine, eliminating internal

porosity by applying intense heat and uniform pressure

within a sealed environment. This process collapses internal

voids and densifies the metal, resulting in platinum castings

that are stronger, cleaner, and more uniform in composition.

Chemgold director Larry Sher said that after a lengthy

development and internal testing process, becoming the

first supplier to offer this service in Australia was a point of

pride.

“We’re proud to be the first in Australia offering this

to jewellers,” Sher told Jeweller.

“HIP ensures our platinum performs at the highest possible

level. It’s about giving jewellers total confidence in their

craftsmanship. From bespoke engagement rings to intricate

technical designs, it offers a real competitive edge.”

“Whether you’re producing high-end engagement rings

or technical designs, it gives you the edge in quality,

confidence, and craftsmanship.”

Introducing this service was a process that took many years,

and an entire new level was added to Chemgold’s site in

Sydney to house the technology.

It was worth the wait; however, and the feedback from

jewellers who have used the technology so far has been

overwhelmingly positive. Sher said it was sure to be a

popular talking point at this year’s Sydney Fair.

“HIP perfects what is already a great casting — creating

stronger, cleaner, more reliable platinum jewellery,” he

explained.

“It takes an already great casting and makes it flawless

internally. It’s a game-changer for premium platinum

jewellery.”

Think outside-the-box at The Village in Sydney

At the upcoming International Jewellery

Fair in Sydney, a new approach to emerging

technology and innovation will be introduced

with the launch of ‘The Village’.

Three exhibitors will be located at Stand 44,

offering a range of technologies designed

to enhance jewellery businesses.

Retail Edge Consultants provides a jewellery

specific point-of-sale and business

management system, specialising in stock

control and data analysis. Manager Kim

Ridley said it was an exciting opportunity

to streamline this specific offering at the

Sydney Fair.

“You’ll find all the smart tech and services

your jewellery business needs — from easyto-use

POS systems and payment solutions

to tools that help you connect with customers

and understand your sales data,” Ridley told

Jeweller.

“It’s not just about gadgets; it’s really about

showing you how everything works together

to make your day-to-day easier and your

business more profitable. Plus, you can

chat directly with experts who really get

the jewellery industry.”

Zeller offers integrated payment and business

banking solutions, making payments simple

while providing visibility and control over

cash flow.

Podium centralises all business

communications, from SMS to webchat

and reviews, into a single inbox, simplifying

customer service management.

These three exhibitors are presenting

a ‘united front’, designed to reflect the

showcase of technological innovations

and digital tools seen at large jewellery

fairs around the world.

“You’ll walk away with practical ideas and

real solutions tailored to your business,”

Ridley added.

“Instead of feeling overwhelmed by tech, you’ll

see how it can simplify your operations, boost

sales, and improve customer engagement.

It’s a chance to find everything you need in

one spot — saving you time and helping you

grow smarter.”

The International Jewellery Fair will take place at

Sydney’s International Convention and Exhibition

Centre in Darling Harbour.

2026: Nationwide Jewellers prepares for India trip

Nationwide Jewellers has announced the

details of its next voyage abroad, setting sail

for India early next year.

Australia’s largest industry buying group

undertakes a two-year international trip for

its members every other year. Most recently,

the group headed to Spain, and previous tours

have included South Africa, the USA, Japan,

and a Rhine River cruise.

The 14-day itinerary begins in Mumbai and takes

members through Jaipur, Agra, and Delhi, with

optional extensions to Varanasi and Kerala for

those who wish to explore further.

More than 50 members have already registered for

the trip, and general manager Glen Pocklington

said it would be an unforgettable experience.

“Our travel team is already booking flights and

coordinating extensions for those registered,”

he explained.

“We still have a few places available on the tour

buses, so there’s time for more members to join

what is shaping up to be one of our most dynamic

trips yet.”

In Mumbai, members will visit the renowned

Bharat Diamond Bourse, the world’s largest

diamond trading hub, which houses more than

4,000 diamond businesses.

In Jaipur, renowned globally for its skilled stone

craftsmanship, the group will visit a gemstone

cutting and polishing factory, offering invaluable

insights into the sourcing and production

processes.

Members will also tour the Special Export

Processing Zone, where they can place orders

directly with leading jewellery manufacturers.

Nationwide Jewellers is offering six months’

interest-free finance on any diamonds, gemstones,

or finished jewellery purchased during the trip.

28 | August 2025

An Inside Look: A Preview of Events

New products, exciting competitions, and so much more

The International Jewellery Fair is fast

approaching, and organisers Expertise Events have

unveiled a schedule of events and presentations.

Taking place at the International Convention and

Exhibition Centre in Sydney’s Darling Harbour, the

Fair will run from Saturday, 23 August to Monday,

25 August.

This major industry event follows the successful

Australian Jewellery Fair (AJF), held on the

Gold Coast in April. Expertise Events previously

announced that after two years in Queensland,

the AJF will make its way to Adelaide in 2026.

Showcasing new products and services is central to

the success of the International Jewellery Fair each

year. To prepare for the event in advance, turn to

PAGE 69 for Jeweller’s Show & Tell buying guide.

• A key highlight of this year’s Sydney Fair will

be a spotlight on emerging talent in the industry,

headlined by the return of the much-anticipated

Mystery Box Bench Challenge.

Designed to showcase the skills of up-and-coming

bench jewellers, the competition places participants

under pressure as they work live in front of a

watchful audience.

In the debut Mystery Box Bench Challenge, eleven

students from TAFE NSW’s Design Centre Enmore

competed over three intense days, transforming a

random mix of materials into unique, handcrafted

jewellery pieces.

With $5,000 in prize money on the line and a

dramatic countdown clock keeping time, the event

was widely praised as a standout success.

Along with the support of the Design Centre

Enmore, the 2025 competition is sponsored by

Chemgold, Combined Jewellery Supplies, the

Gemmological Association of Australia, and Palloys.

Expertise Events managing director Gary Fitz-Roy

said the return of the competition was an easy

choice to make.

“This challenge is more than a competition — it’s

a celebration of craftsmanship, education, and the

future of our industry,” FitzRoy said.

“And this year our aim is to add a professional

category which raises the bar and offers a unique

opportunity to bring the full spectrum of our talent

pipeline together — from emerging students to

seasoned jewellers.”

He added: “It’s crucial that Australia continues

to invest in education for the next generation of

makers so we have a strong anchor here. This

challenge is our way to spotlight local talent in an

engaging, interactive way.”

• The inaugural edition of the jewellery industry’s

‘Big Night Out’ event will take place on the evening

of 23 August (Saturday).

The event is designed for the entire industry –

including independent retailers, buying groups,

suppliers, and associations – to network and unwind

in a relaxed environment.

The cruise on the Sydney Harbour includes food,

drinks, and entertainment, departing King Street

Wharf (9) at 7.30 pm and returning after 2.5 hours.

• The traditional Happy Hour Cocktail Party is

scheduled to go ahead at 5 pm on 24 August

(Sunday).

It’s an opportunity to network with industry peers,

exchange insights, and build lasting connections in

a relaxed and welcoming environment.

The opportunity to enjoy complimentary drinks

and relax while also expanding your professional

network is a highlight each year.

• The ‘Pick A Pearl Promotion’, proudly sponsored

by Ikecho, is launching this year.

The event will run three times a day during the

Sydney Fair. By entering the raffle, visitors have a

chance to win from a prize pool valued at more

than $5,400 in a unique pearl diving experience.

The major prize is the Opheilia Pendant, valued at

$2,900. The pendant features an Australian freeform

Mabe pearl, showcasing natural beauty and

adding a touch of elegance to every outfit. Made

from 9-carat yellow gold, this piece is designed for

those who appreciate one-of-a-kind jewellery.

• For those eager to expand their knowledge, a

special presentation by branding specialist Richard

Sauerman — widely known as The Brand Guy — is

scheduled for 2 pm on Sunday, 24 August.

With a belief that every action a business conveys

should align with strategy and purpose, Sauerman

emphasises a holistic approach to branding.

This includes how a company operates, engages

with staff, customers, and suppliers, delivers its

products and services, and communicates its

message to the market.

Backed by more than 30 years of experience,

Sauerman has worked with some of the

world’s top advertising agencies, including

Saatchi & Saatchi, Ogilvy & Mather, DDB, and

McCann Erickson.

His impressive client list features major global

brands such as Coca-Cola, Microsoft, Levi’s,

Streets, Toyota, Nescafé, and Vodafone.

• Ahead of the International Jewellery Fair,

Expertise Events has officially adopted the

Hidden Disabilities Sunflower initiative across

its entire events portfolio.

This globally recognised program enables

individuals with non-visible disabilities to discreetly

signal that they may require extra support, time,

or understanding in public settings.

While one in six people lives with a disability, many

of these conditions are not immediately visible.

The Sunflower symbol offers a simple yet powerful

way for individuals to communicate their need for

empathy and flexibility — without having to explain

their situation.

“Events bring people together – and with that

comes the responsibility to ensure everyone feels

seen, respected and supported,” Fitz-Roy said.

“We’re proud to embrace the Hidden Disabilities

Sunflower to help create inclusive, understanding

environments across all of our exhibitions and

shows.”

Expertise Events staff will display the Sunflower

lanyard and bag and provide staff training, signage,

and resources to foster a welcome and accessible

environment for all attendees.

“Our shows are more than just business – they’re

a platform for connection,” Fitz-Roy added.

“By backing programs like the Hidden Disabilities

Sunflower, we’re not only enhancing the visitor

experience, but also helping build a more

empathetic and inclusive events industry.”

The International Jewellery Fair is sponsored by

Unison Jewellery and SAMS Group Australia.

The event is supported by Australia’s three industry

buying groups – Nationwide Jewellers, Showcase

Jewellers, and the Independent Jewellers Collective.

Collectively, these groups represent more than 600

independent retailers in Australia.

August 2025 | 29

Events Not to Miss

UPCOMING EVENTS

2025 Calendar

AUSTRALIA

Australian Opal Exhibition

Southport Sharks

GOLD COAST, AUSTRALIA

austopalexpo.com.au

06 AUG

–

07 AUG

AUGUST

06 AUG

–

07 AUG

08

09

SEPTEMBER

2 SEPT

–

6 SEPT

15 SEPT – 21 SEPT

Jewellery & Gem WORLD

Hong Kong

Asia World-Expo & Hong Kong

Convention & Exhibition Centre

HONG KONG, CHINA

exhibitions.jewellerynet.com/9jg

25 SEPT – 28 SEPT

JOGS San Diego Gem

& Jewelry Show

23 AUG

–

25 AUG

San Diego Convention Center

SAN DIEGO, USA

jogsshow.com

Australian Opal Exhibition

Hong Kong Watch & Clock Fair

Southport Sharks

GOLD COAST, AUSTRALIA

austopalexpo.com.au

Hong Kong Convention & Exhibition

Centre

HONG KONG, CHINA

hktdc.com/event/hkwatchfair/en

OCTOBER

10

AUSTRALIA

International Jewellery Fair

ICC Sydney, Darling Harbour

SYDNEY, AUSTRALIA

jewelleryfair.com.au/IJF

ADD EVENT

TO CALENDAR

& REGISTER

23 AUG

–

25 AUG

05 SEPT – 09 SEPT

Vicenzaoro

Fiera di Vicenza

VICENZA, ITALY

vicenzaoro.com

06 SEPT – 08 SEPT

Bijorhca Paris

10 OCT – 11 OCT

Kosmima Thessaloniki

Thessaloniki International

Exhibition & Congress Center

THESSALONIKI GREECE

kosmima-expo.gr/en

HONG KONG

2 SEPT

–

6 SEPT

Hong Kong Watch & Clock Fair

Hong Kong Convention & Exhibition Centre

HONG KONG, CHINA

hktdc.com/event/hkwatchfair/en

THAILAND

09 SEPT

–

13 SEPT

72nd Bangkok Gems &

Jewelry Fair

Queen Sirikit National Convention Center

BANGKOK, THAILAND

bkkgems.com


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

28 AUG – 31 AUG

JOGS Tucson Fall Gem &

Jewelry Show

Tucson Expo Center

TUCSON, USA

jogsshow.com

29 AUG – 31 AUG

Inova Collection Hofheim Am

Taunus

Messecenter Rhein-Main

HOFHEIM AM TAUNUS, GERMANY

inova-collection.de

Porte de Versailles

PARIS, FRANCE

whosnext.com

09 SEPT

–

13 SEPT

72nd Bangkok Gems &

Jewelry Fair

Queen Sirikit National

Convention Center

BANGKOK, THAILAND

bkkgems.com

13 SEPT – 15 SEPT

Delhi Jewellery & Gem Fair

Pragati Maidan

NEW DELHI INDIA

delhi.jewelleryfair.in

NOVEMBER

11 NOV – 23 NOV

Jewellery, Gem & Technology

in Dubai

Dubai Exhibition Centre

DUBAI, UAE

jgtdubaijewelleryshow.com

21 NOV – 24 NOV

Taiwan Jewellery & Gem Fair

Taipei World Trade Center

TAIPEI, TAIWAN

taiwanjewelleryfair.com

27 NOV – 30 NOV

JMA Hong Kong International

Jewelry Show

Hong Kong Convention &

Exhibition Centre

HONG KONG, CHINA

jewelryshows.org

11

30 | August 2025

Organized by

The 72 nd Bangkok Gems

& Jewelry Fair

9-13 SEPTEMBER 2025

Queen Sirikit National Convention Center (QSNCC), Bangkok, Thailand

1,100+ 2,600+

40,000+

COMPANIES

BOOTHS

TRADE VISITORS

Save the date for the 73 rd edition

22-26 FEBRUARY 2026

BANGKOKGEMSOFFICIAL w BKKGEMS.COM BKKGEMSOFFICIAL

August 2025 | 31

10 Years Ago

Time Machine: August 2015

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

August 2015

ON THE COVER

LOLA AND GRACE

Editor’s Desk

Death of the jewellery sales rep

"Of course that’s not true of all sales

reps (employee or contractor) but when

we add all the changes taking place in

the industry, even the best sales reps on

the road are affected by technology and

the drive to cut costs.

"So back to how all this affects the

independent jewellery store, especially

those in regional and rural areas. It

means a service level that was often

taken for granted is on the verge of

extinction.

That’s not so true for branded product

but when it comes to the bread-andbutter

items that are the mainstay of

a jeweller’s turnover, the road warrior

days may, sadly, be all but over."

Soapbox

What ever happened to

old-fashioned manners?

"The industry has enough challenges

without a simple thing like bad manners

adding to the mix of problems. Retailers

and suppliers need to stand as a united

front. Success shall come to those who

work collaboratively. There is a message

here for all of us – never sever the hand

that either feeds you now or may need

to feed you in the future. Remember,

it costs nothing to be nice. Being so

might even help you land the latest and

greatest products for your store.”

Helen Thompson-Carter

FabuleuxVous

Historic Headlines

Showcase and Expertise jewellery fair showdown

Thomas Sabo secures John Legend song

Wedding ring catalogue to increase sales

New diamond standard to impact entire industry

Diamond fraud exposed

Jewellery fair preparations

go into overdrive

With the 24th International Jewellery Fair just

two sleeps away, organisers and exhibitors are

making last minute arrangements for what is

expected to be an action-packed event.

An obvious change to the 2015 International

Jewellery Fair (IJF) format is the fact the show will

begin on a Saturday as opposed to the traditional

Sunday opening; however, that’s just the beginning

of a long list of initiatives designed to enhance the

visitor experience.

This year’s fair – which will be held at the

temporary Glebe Island venue for the second

year running – has been assigned the theme of

‘Discover the next big thing’ by organiser

Expertise Events.

Expertise Events managing director Gary Fitz-Roy

said the theme was fitting considering the number

of new exhibitors that had signed on for the event.

Of the almost 200 jewellery suppliers showcasing

products at the IJF, 51 will be first-time exhibitors

– including many major international brands.

Treasure hunters strike

$1M gold bounty

A group of treasure hunters has discovered a

bounty of gold coins and jewellery within the

ruins of a shipwreck that met its demise 300

years ago.

The hoard was uncovered by Eric Schmitt and his

family, who operate a treasure-hunting business.

Schmitt had been exploring the wreckage of the

Spanish ‘Plate Fleet’ – a convoy of 11 Spanish ships

that sank off the US coast near Florida during a

hurricane in 1715 – when he found a gold coin in

the sand.

This was just the beginning, however, with the total

find reportedly valued at more than US$1 million

(AU$1.4 m) and comprising about 50 gold coins, 12

metres of gold chain and 110 silver coins.

STILL RELEVANT 10 YEARS ON

“The moral of this story is do not

be afraid to give away information.

Offering advice on a particular

topic undoubtedly puts a business

one step ahead when that viewer is

required to visit a store for goods

and services.”

Pandora Australia president

David Allen moves on

Pandora has announced an organisational

change in its business structure and marketing

territories, which includes the appointment of

current Australian president David Allen as head

of a new division based in Copenhagen.

Allen is set to move to Denmark next month to take

responsibility for Pandora’s newly created EMEA

region (Europe, Middle East, Africa) that will cover

all Pandora markets across Western Europe,

Central Western Europe and Central Eastern

Europe as well as Africa and the Middle East.

Under the restructure Allen will continue to be part

of Pandora’s global management team and will join

the recently established management board. All

current presidents and heads of these territories

will report to Allen who will also continue be

responsible for Australia and New Zealand.

Sydney jewellery fair lands

international big wigs

This year’s Sydney trade fair is set to provide

jewellery retailers with sales-boosting advice

through an educational program, which includes

presentations from a number of high-profile

international speakers.

Gary Fitz-Roy, managing director of fair organiser

Expertise Events, explained the 2015 International

Jewellery Fair (IJF) schedule had been developed

based on the theme ‘Discover the next big thing’.

“It’s one of the most exciting line-ups in a decade,

with new exhibitors, new brands and new on-thefloor

activities,” Fitz-Roy said, adding that there

would be around 200 exhibitors at the upcoming

event.

“We have also seen an increase in new registration

enquiries and it certainly feels like there have been

more this year,” he stated.

READ ALL HEADLINES IN FULL ON

JEWELLERMAGAZINE.COM

32 | August 2025

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34 | August 2025

REVIEW

Gems

Important gemstones around the world: Australia

Australia’s ancient landscape hosts rock

formations dating back billions of years, making

it an important location for geological research.

Australia is home to hundreds of varieties of

gemstones; however, a few gemstones have

become a unique part of the country's history.

Australia has long been renowned as one of the

top sources of opal in the world. This gemstone

features a wonderful 'play-of-colour' effect, a

unique display resulting from the diffraction and

interference of light caused by the silica spheres

in its structure.

Opals can exhibit a rainbow effect of colours,

from the more common blues to green hues, to

the highly desirable orange to red. The presence

of strong red hues is referred to as the opal's

'fire' and can give contrast and life to the

gemstone. Opal has been commercially mined

in Australia since the Victorian era, when the

discovery of gold fields sparked a goldrush.

Opal deposits were first discovered in 1849

by Johannes Menge near Angaston in South

Australia. Opals of all varieties, including fire

opal, crystal opal, boulder opal, white opal and

the highly prized black opal, have continued to be

mined from Australia.

Major opal producing regions include Coober

Pedy, Lightning Ridge, Andamooka, and Winton.

The significance of the opal deposits of Australia

was formally recognised in 1993 when opal

became the country's national gemstone.

Pink Diamonds

Diamonds have been mined in Australia since

the mid-1800s, making it an important world

source. However, it wasn't until the late 1970s

when prospectors in the Kimberley region

discovered diamond deposits that would

become the Argyle Mine.

When it transitioned to an open-pit mine in

1985, the mine became a leading source of pink

diamonds, once producing 90 per cent of the

world's natural pink diamonds.

The Kimberley region's geological composition

is diverse compared to other known diamond

deposits. The gemstones are encased in a

host rock of lamproite, as opposed to the more

common kimberlite.

The Argyle Mine closed in 2020 due to depleted

supply, causing pink diamond prices to surge.

Sapphire

The discovery of blue sapphires in Australia

occurred as a by-product of the 1850s gold rush;

however, mining efforts on a commercial scale

didn't begin until the early 1900s.

The ancient landscape of the New South

Wales region comprises thousands of square

kilometres of volcanic rock, which hosts various

sapphire deposits. Due to their high iron content,

Australian blue sapphires typically have a darker

blue colour.

Another variety of sapphires is the parti coloured

stones, which have a renowned blue to yellowgreen

colour banding.

These distinct gemstones have gained popularity

and become a fashionable option for engagement

rings over the last decade.

Central Queensland has been an important

source of sapphires in Australia for more

than a century, with production elevated

during the 1980s.

Australia is the source of many of the world's

finest gemstones, including opal, diamonds,

sapphire, and pearls.

Sapphire from this region occur from secondary

deposits; alongside sapphire, zircon and

diamond.

South Sea Pearls

Australia is a renowned source of South Sea

pearls and produces some of the world’s finest.

The large oyster variety, the Pinctada maxima,

was first discovered by divers off the north-west

coast of Australia in the late 1800s.

The Australian cultured pearl industry began

operations in 1906 with the cultivation of

blister pearls.

Economically successful production of whole

cultured pearls was achieved after World War

II, and by the 1950s, the first Australian pearl

farms were established. The town of Broome

became the centre for industry, and the pearls

were originally dubbed ‘Broome pearls’.

By the 1990s, South Sea pearl production could

keep up with the demands of large jewellery

retailers, and the popularity of Australian South

Sea pearls increased. Today, Australian South

Sea pearls are one of the most sought-after

pearl varieties in the world.

Something for everyone

Australia's ancient and diverse landscape

enables a large variety of gemstones to

form.The country's production of opals, pink

diamonds, sapphires, and South Sea pearls

has become world-renowned.

TEAGHAN HALL is a fine art graduate and

gemmologist. She works in the antique

jewellery trade and has written for various

industry publications. For more information

on gems and gemmology, visit www.gem.org.au

August 2025 | 35

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Buying Groups : Looking Ahead

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Nationwide Jewellers

with Colin Pocklington, Managing Director

Est. 1991 | 2 BOARD MEMBERS

NationwideJewellers |

@NationwideJewellers | 02 9418 0000 | nationwidejewellers.com

A LETTER FROM US

The sluggish economy and flat retail climate

have made 2024/25 a tough year for most, but

at Nationwide, we remain optimistic about

the future for independent jewellery retailers.

Despite the challenging trading conditions,

we have many members who continue to

buck the trend and grow their sales.

What’s common among these store owners

is their willingness to evolve, to push their

marketing in new directions, and to ensure

they regularly make room for new product.

We have recently revamped our Dashboard to

make it easier for members to browse

and search our preferred supplier directory,

find the business resources they need and

explore our marketing asset library.

We’re also transitioning most of our member

communications, events and travel information

over to Dashboard.

IN A NUTSHELL

What does Nationwide offer?

Access exclusive supplier offers,

group promotions, and pricing advantages.

Training, marketing tools, and financial help.

Join a friendly community of more than 400

jewellers for events, conferences, and trips.

The goal we continue to work towards is for

our members to be able to access all things

Nationwide – all of our suppliers, business

resources, marketing and support – from

anywhere in the world.

One place you will find some of our members

early next year will be India, where the NJ travel

team will escort more than 60 NJ members on

our Diamond & Gemstone Tour.

Along with visiting the wonders of Jaipur, Agra

and Delhi, the group will visit the renowned

Bharat Diamond Bourse, the largest diamond

trading hub in the world. Members will meet

several NJ diamond suppliers of both natural

and lab-created diamonds, as well as touring

SEEPZ (Special Export Processing Zone) in

Mumbai, where they can place orders with

leading jewellery manufacturers.

Our India tour is another example of how

Nationwide Jewellers goes beyond the showroom

to support our members with unique business

opportunities – helping them expand their

product offerings and supplier relationships,

and experience global markets firsthand.

The NJ team is looking forward to catching

up with our member and supplier community

at the 2025 IJF in Sydney this month, where our

redesigned and exclusive Members Lounge is

waiting for you.

@ The 2025 IJF

The Year Ahead

» KICK-OFF SESSION IN MEMBERS LOUNGE

NJ Members get cracking early on day one with a

barista coffee, an Industry Update and a preview of

our key business and marketing strategies for the

year ahead – and all before the fair’s opening bells!

» CANVA, GOOGLE INSIGHTS, LAB-GROWNS

These are just a few of the short and sharp

education sessions we’ll be hosting for

members across the weekend. We’ll also be

launching a new in-store customer experience

toolkit to target the custom design business.

» FIVE WAYS TO GROW YOUR PROFITS

NJ Managing Director Colin Pocklington will deliver

a Sunday morning keynote featuring practical ways

to re-price and ticket your stock effectively, identify

best sellers, and make stocktakes easy.

» HAPPY HOUR & MEMBERS LOUNGE

Nationwide members enjoy unlimited access

to our Members Lounge and café.

» NEW YORK TRIP FOR TWO GIVEAWAY

Nationwide is helping members grow their

customer database with our all-expenses-paid

trip for two to New York promotion.

With a strong incentive and easy in-store

execution, this campaign encourages staff

to collect customer details while creating

an exciting in-store experience confidently.

More than 40 members are already on board

— don’t miss your chance to join in!

Nationwide provides a community that gets you.

It's the opportunity to connect with more than

400 jewellers at events, conferences, and trips -

sharing ideas, support, and a few great stories.

» INDIA TRIP – MARCH 2026

In March 2026, we’re taking a group of Nationwide

members to India for an unforgettable industry tour.

Highlights include exclusive access to the Bharat

Diamond Bourse and visits to leading gem-cutting

factories.

This trip offers valuable connections with suppliers,

in-depth product knowledge, and inspiration to bring

back to your business.

» TIME OUT 2026 – ADELAIDE

TO26 is heading to Adelaide! This much-loved

Nationwide tradition combines education,

networking, and celebration.

Meet fellow members and suppliers, share ideas,

and gain fresh perspective on your business.

It’s a chance to step away from the everyday

and reconnect with what drives your

success. More details will be shared soon.

» RETAIL JEWELLERY BUSINESS

MANAGEMENT COURSES

We continue to support our members with

free, self-paced business management courses.

Designed specifically for retail jewellers, topics

include profitability, pricing, stock management,

and team performance.

Whether you’re new to retail or looking to

refine your strategy, these practical tools

help ensure long-term growth and stronger

business outcomes.

Nationwide Jewellers offers business support

that works, providing free training, marketing

tools, and financial assistance to help you grow

your store with confidence.

36 | August 2025

August 2025 | 37

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Buying Groups : Looking Ahead

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Showcase Jewellers

with Anthony Enriquez, Managing Director

Est. 1981 | 5 BOARD MEMBERS

showcasejewellersbuyinggroup |

@showcasejewellersbuyinggroup | 02 8566 1800 | showcasejewellers.com.au

THRIVE WITH SHOWCASE

For any jeweller seeking to retain their

independence while gaining the scale,

support, and spirit of a national group,

Showcase Jewellers offers a trusted home.

To thrive, they need more than just resilience

—they need a strong, collaborative network.

That’s where the Showcase Jewellers Group

makes a real difference.

Showcase Jewellers Group is more than a

buying group. We’re a community of passionate,

independent retailers across Australia and

New Zealand, committed to supporting

one another while maintaining our

individual identities.

Our strength lies in unity — negotiating

competitive supplier terms and delivering

powerful national marketing campaigns.

IN A NUTSHELL

What does Showcase offer?

Great range of leading jewellery suppliers

with favourable terms, pricing and rewards.

Practical training and ongoing support.

Store management support and powerful

marketing tools.

Showcase also offers tailored support that

respects the unique character of each store.

What sets Showcase apart is our focus on

independence with collaboration.

Members have access to cutting-edge marketing

tools, beautifully produced catalogues, and

integrated digital solutions — from Shopify

websites linked to Retail Edge, to SEO and

social media support.

It's all designed to drive foot traffic

and online engagement.

We also prioritise business development.

Through training programs, exclusive

conferences, and member mentoring,

Showcase helps jewellers sharpen their skills

and navigate market trends. Financial incentives,

savings programs, and strong supplier

partnerships further empower our members to

invest in growth.

Most importantly, Showcase is owned by its

members. That means our decisions are made

in the best interests of independent jewellers.

Our model is designed for long-term

sustainability, not short-term gain.

Together, we’re shaping the future of jewellery

retail — one member at a time.

@ The 2025 IJF

» STOP BY AND SAY HELLO!

Join Showcase Jewellers for a coffee at our stand

to discuss how we can help grow your business.

» NEW DIGITAL TOOLS

Learn about our latest digital tools, including

Shopify-integrated websites and Retail Edge

support.

» PLAN FOR THE FUTURE

Meet our team and hear about the incentives

Showcase Jewellers has to over, each of them

designed to reward the growth of your business.

» READY TO LEARN MORE?

Discover how you can retain your independence

while gaining the advantages and strength of a

national group.

Showcase is the only member-owned,

cooperative jewellery buying group that

supports independent jewellery retailers.

The Year Ahead

» A POSITIVE FUTURE

2025 is shaping up to be a big year

for the Showcase Jewellers Group.

We’re excited to continue supporting

independent retailers through initiatives

that drive growth, innovation, and connection.

Our Annual Members Conference will

bring together passionate jewellers from

across Australia and New Zealand for a

powerful program of strategy, networking

and supplier engagement.

We’ll also continue our Wisdom Society

member mentoring, giving jewellers the

chance to learn from those who’ve walked

the path before.

» INNOVATIVE TECH SOLUTIONS

Showcase Jewellers will further expand our

suite of digital solutions.

These include enhanced Shopify website

packages, seamless Retail Edge integration,

and comprehensive SEO and social media tools.

» PREPARE FOR THE ROAD AHEAD

Member development remains a top priority,

with hands-on regional conferences, exclusive

supplier showcases, and a renewed focus

on sales and management training.

Our group savings programs, along with

the new biannual contribution option for

the Savings Incentive Fund, provide strong

financial support.

» THE MISSION STAYS THE SAME

Above all, we’re proud to remain a memberowned

group. This ensures that our direction

and decisions always reflect what’s best for

independent jewellers.

Members exchange ideas, learn from each

other, and build lasting relationships with nextgeneration

jewellers and experienced retailers.

Membership is about being part of a

passionate community of jewellers who share

a commitment to excellence and thrive in a

collaborative environment.

38 | August 2025

Supporting the

Independent

Jeweller for over

40 years.

Benefit from our wealth of knowledge and expertise essential

for the modern independent jewellery retailer. We offer support

services in marketing, finance, administration, retail, training

and education. Our members also enjoy generous discounts

from our diverse network of preferred suppliers.

Join a community of like-minded peers to connect and grow

together.

To find out more, contact us today.

Email: enquiries@showcasejewellersgroup.com

Phone: (02) 8566 1800

Visit: showcasejewellers.com.au

August 2025 | 39

40 | August 2025



d o

d 't

'

NATURAL DIAMOND MARKETING

Nasty or Nice?

NATURAL DIAMONDS

Should natural diamond marketing shift

in a bolder direction, or play nice with

the lab-created alternative?

Assertiveness risks alienation;

silence may ensure irrelevance.

August 2025 | 41

Natural Diamonds | NASTY OR NICE?

T

he international jewellery industry

has been swept into an impassioned

and sometimes heated debate,

sparked by several bold marketing

campaigns championing natural diamonds.

For many years, some supporters of natural

diamonds, bound by a shared resistance to the

lab-created alternative, have called for more

daring and innovative approaches to marketing.

he prevailing sentiment was that natural diamonds

must meet their challenger with intensity.

It’s an understandable position as the lab-created

diamond ‘camp’ has never shied away from

confrontation. Advocates have, either rightly

or wrongly, disparaged natural diamonds as

environmentally destructive products that

sponsor conflict and violence in the world’s

poorest nations, among other allegations.

In other instances, the lab-created diamond faction

has simply suggested that consumers are ‘wasting

money’ by purchasing natural diamond jewellery.

These arguments don’t just stem from competing

businesses selling lab-created diamonds.

For example, on the eve of Valentine’s Day, the

New York Times published a ‘guest essay’ which

suggests that conflict-free diamonds are a myth.

“The reality is that there’s still virtually no way of

knowing whether a diamond is or isn’t connected

to some kind of atrocity,” writes Alex Cauadros, an

author specialising in South American social and

political commentary.

“The system is riddled with problems: Monitoring

is lax, enforcement is nearly nonexistent, and the

definitions of “conflict” are so narrow that they

exclude the many other forms of violence and

abuse that plague the trade.

“Some of the system’s own architects have

abandoned it. Without genuine change, consumers

may decide that the only ethical stones are those

that haven’t been mined at all.”

The decision to publish this article the day

before a significant sales event for jewellery

retailers drew the ire of natural diamond

supporters; however, it’s far from the only

stone thrown in this fight.

One week earlier, The Economist published

an article with a headline that would send

a shiver down the spine of most jewellers:

‘Don’t propose with a diamond.’

“For the past few years, it has been easier to

produce a diamond in a factory than to extract one

from the ground. This is reflected in price tags,”

the article explains.

“At one leading jeweller, $USD5,000 spent on

a lab-grown diamond will yield a rock roughly

four times bigger than if the money was spent

on a natural diamond of similar quality.

The Antwerp World

Diamond Centre launched

a provocative campaign in

a shopping centre.

“As a consequence, the parsimonious boyfriend

now faces an alluring proposition: a larger, nicer

diamond; a happier fiancée; and a healthy status

symbol to boot.

“Little surprise, then, that the average size of

diamonds purchased in America is on the rise,

even as the amount of money spent on

engagement rings is falling. The world has

entered an era of frugal matrimony.”

Similar articles litter the mainstream media,

and it must be said that very few can be found

that argue in favour of natural diamonds.

With that in mind, it is understandable that the

natural diamond camp would argue that it is unjust

that only ‘one side’ is allowed to market so boldly.

Why should we always be the ones to take the high

road? Don’t consumers deserve to hear both sides?

Consequently, the fear is that lab-created diamonds

have captured the hearts and minds of younger

consumers with more than just an accessible price

point and that a change in strategy is required.

Shaking things up

Over the past few months, the natural diamond

camp appears to have finally responded to these

mounting calls for a more assertive approach.

The Antwerp World Diamond Centre (AWDC)

launched a provocative two-day campaign that

playfully challenged consumer perception.

A gumball vending machine, placed in a bustling

shopping centre, offered lab-created diamonds

for a mere five euros ($AUD8.9).

While the campaign was lighthearted, the

message was serious. The AWDC emphasised

that the stunt wasn’t intended to disparage

lab-created diamonds, but to highlight a

stark difference between the two categories.

Simply put, no one would dream of filling

a vending machine with natural diamonds.

CEO Karen Rentmeesters tells Rapaport News

that it was a distinction worth highlighting.

“The association that I have, and that I think

many people have with things that are in gumball

machines, is that it’s not about chewing gum.

It’s about cheap goods,” she explains.

“It’s something you definitely wouldn’t hold onto,

and you wouldn’t feel bad about losing in a day,

and its allure evaporates super quickly. I remember,

as a kid, being excited to get something out of the

machine, and then it was a huge disappointment.

Within minutes, it broke, or I would chuck it away

because it was so unimpressive.”

She continued: “I don’t want to seem judgmental

of people who buy lab-grown; I just feel consumers

need to be informed properly, and price is the first

thing that hits you when you do that comparison

side by side. We would never put a natural

diamond in a gumball machine.”

The World Federation of Diamond Bourses

launched a social media campaign that dismissed

lab-created diamonds as a mere ‘shortcut’ and

the Natural Diamond Council (NDC) placed a

provocative poster in New York.

In the campaign natural and lab-created

diamonds were placed side-by-side with

a series of contrasting statements such as

“for better vs for worse” and “rizz vs fizz.”

These campaigns have ignited fervent debate

across the jewellery industry, revealing

deep-seated divisions and provoking broad

reflections on the very nature and direction

of modern marketing strategy.

Word on the street

Leah Meirovich and Rapaport News have

provided fascinating coverage of this ideological

clash, with a survey finding that 60 per cent of

readers viewed the NDC campaign negatively.

42 | August 2025

NASTY OR NICE? | Natural Diamonds

The Natural Diamond Council’s

advertisement in New York City,

contrasting natural and

lab-created diamonds, has

faced industry criticism.

The report suggested that the issue with these

campaigns was that they were out of touch with

younger consumers.

“Another large reason the marketing doesn’t sit

right with younger consumers is because it doesn’t

take into account why they buy lab-grown in the

first place, those surveyed said,” writes Meirovich.

“When given the options of which factors were

most important to them when making a diamond

purchase, I offered several choices: Rarity, amount

of money spent, value down the road, size,

aesthetic, sustainability, traceability and giving

back. By far the most popular choices were

money spent and aesthetic.

“Consumers wanted something that looked good

and didn’t cost a lot. They were more concerned

about diverting money to experiences and ‘more

important’ purchases like buying a house,

vacations and education.”

Industry members contributed to the report,

suggesting that the campaign appeared desperate.

Critics suggested that ‘mudslinging’ portrays an

image of an industry that is out of ideas.

Rob Bates and JCK Online reflected on the history

of diamond marketing and the value of branding.

It was suggested that natural diamond advocates

should focus on emotion, value, and rarity.

Addressing both sides of the debate, Bates

emphasised that a healthy dose of reflection

was necessary for all parties involved.

“It’s good that the industry is taking marketing

seriously. Even the online arguments, as

overwrought as they get sometimes, show

that people care. We saw that passion in

the lab-grown community’s early days.

That probably helped it grow. But let me

give two pieces of advice,” writes Bates.

“To my friends in the lab-grown world:

Congratulations on building an incredible

business, almost from scratch. When miners

run ‘negative’ ads against you, that’s a sign

you’re winning.

“But you shouldn’t root for natural to fail.

Not only will that cause human suffering in

producer countries — or, to be precise,

more suffering — it’s hard to imagine many

mom-and-pop retailers maintaining their

business on $USD1,000 engagement rings.

“Instead, created [man-made] gem sellers

should look at any new natural diamond marketing

as an opportunity. During the pandemic, sales

of both kinds of diamonds rose in tandem.

As long as the two sides don’t get into a

nasty tit-for-tat, that could happen again.”

Indeed, the consensus is that lab-created

diamonds are here to stay. Natural diamonds

must market their unique worth without alienating

younger, idealistic, and price-sensitive consumers.

Bates adds: “To my friends in the mined business:

Lab-grown diamonds are not the sole cause of

the current mess. The NDC was founded in 2015,

before the great lab-grown boom, because of

fears that diamonds were falling out of favour

with millennials.”

“If your business is based on a certain level of

advertising, and that advertising ceases, you

shouldn’t be surprised when sales fall too -

especially when so many lab-grown diamond

companies do market their product.

“There’s a reason Coca-Cola and McDonald’s

— two brands with close to universal brand

awareness — still advertise heavily. In the

1990s, McDonald’s slowed its ad spend;

sales plunged 28 per cent.”

Two sides to every great story

It is entirely understandable that many within the

industry would call for harmony and fair play.

Such appeals to unity are both predictable and,

in certain respects, justified.

However, the situation is far more nuanced,

touching on the core principles of effective

marketing. Chief among them is the fact that

it is impossible to please everyone. Some

individuals, regardless of their circumstances,

will always find something to criticise.

The natural diamond camp is damned if

they do and damned if they don’t!

If they remained passive, choosing to ignore the

rise of the lab-created alternative, they would

likely have been dismissed as complacent or out

of touch. However, now that they’ve adopted

a bolder stance, a different chorus of critics

has emerged — ironically, levelling the very

same accusation.

Furthermore, while some may disapprove of

the confrontational approach, for others, being

aggressive doesn’t mean being dishonest.

It could be argued that just because natural

diamond marketing has become more direct

and bold - even blunt - it doesn’t necessarily

lack integrity or credibility.

When devising marketing strategies, it’s

essential to recognise a fundamental aspect

of human psychology – we are wired to

understand ourselves and the world around

us through contrast.

By defining opposites, we shape meaning and

draw boundaries. We often come to know who we

are by discerning who we are not; our preferences

are shaped not only by what we choose, but also

by what we reject.

August 2025 | 43


Furthermore, storytelling is a cornerstone of

compelling marketing, which thrives on tension

and contrast. Without conflict, there is no narrative;

without differentiation, no clarity of message.

Conflict is memorable, and marketing that

provokes emotion tends to be more enduring.

Natural diamonds have deep emotional capital

from which to draw; however, without a source

of tension, the material risks falling flat.

Every compelling story needs an antagonist,

and introducing an adversary, even implicitly,

sharpens the narrative. As legendary filmmaker

Alfred Hitchcock once said, “The more successful

the villain, the more successful the picture.”

Additionally, modern consumers don’t simply

purchase products. They adopt the personalities

that those products represent. It has been said

that,”People don’t drive cars; they wear them.”

In a competitive market, messages of

neutrality and universal appeal often fade into

the background. Consumers are drawn to

distinction and to narratives that resonate

with who they are and who they aspire to be.

Consequently, businesses that dare to draw

clear lines and stand for something,

not everything, tend to thrive.

Settle it in the street

Without a point of difference, even the most

storied product can lose its relevance.

The Pepsi Taste Test

Challenge redefined

marketing strategy

around conflict and

contrast.

In the late 2000s,

Blackberry and Apple

exchanged blows

in a memorable

marketing clash.

Portraying your competitor as the adversary is

not always morally neat and can feel tribal,

because it is.

Marketing isn’t a moral endeavour; it’s a

commercial discipline, intended to promote

clarity, resonance, and conversion. The final

objective is increased sales.

With that said, there are many examples of

successful marketing strategies that have

relied on confrontation with a competitor.

Perhaps the most famous is the Cola Wars,

the long-standing competition between

The Coca-Cola Company and PepsiCo.

These two companies have engaged in mutually

targeted marketing campaigns promoting the

direct comparison of products for decades.

The most iconic example is the ‘Pepsi Challenge’,

which began in 1975.

The campaign is centred around a blind taste test

in shopping centres and other public locations,

where consumers are presented with two

blank cups – one containing Pepsi and

the other Coca-Cola.

Consumers are encouraged to taste both drinks

and vote for their preferredone. The results are

presented, and the audience is informed that, on

average, consumers prefer Pepsi to Coca-Cola.

The format of the challenge has been presented

in various forms over the years; however, the core

principle remains the same. An article published

by Glemont Consulting, a US-based marketing

firm, suggests that the ‘Pepsi Taste Test’

reshaped industry standards.

“This ground-breaking campaign’s influence

was not limited to the immediate boost in

Pepsi’s market share. It established new norms

for competitive advertising and reshaped the

way businesses viewed their brand’s relationship

with consumers,” the article explains.

“The enduring legacy of the Pepsi Challenge

remains etched in marketing strategies, serving

as a testament to the power of innovation and

consumer-centric advertising.

“The Pepsi Challenge played a vital role in

redefining the norms of competitive advertising.

Directly comparing one’s product with a

competitor’s in a public platform was considered

risky and even unorthodox before this campaign.

“However, the success of the Pepsi Challenge

demonstrated that this high-risk strategy could

pay off, encouraging other brands to adopt

similar tactics in their advertising campaigns.”

Smartphones & Vehicles: Defying convention

The Cola Wars are far from the only example of

confrontational marketing between competing

brands in modern business. As another example,

consider the advertising ‘conflict’ between

BlackBerry and Apple.

The late 2000s marked a transformative era in

mobile phone design, as the industry began to

shift away from keyboards and keypads,

embracing the simplicity of touchscreens.

During this period, BlackBerry dominated the

smartphone market and was often described

as both a ‘corporate necessity’ and an unlikely

cultural icon among teenagers.

The landscape was changing with the introduction

of Apple’s iPhone. The minimalist design, smooth

user experience, and touchscreen interface

redefined the standard for smartphones and

threatened BlackBerry’s dominance.

BlackBerry released an audacious advertising

campaign, directly challenging Apple. In a clash

of fruits, a small blackberry hurtles towards

an apple, splitting it in half.

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After a dramatic pause, the text reads:

“The world’s first touch-screen BlackBerry.

Nothing can touch it.”

Apple responded by flipping the script,

with an advertisement showing an apple

shattering a blackberry. The camera lingers

on the screen before closing with text that

reads: “Simple facts.”

It was a subtle suggestion that Apple

was invincible and that there would be no

challengers in the smartphone market.

While it could undoubtedly be described

as an assertive and aggressive response,

it would prove accurate.

Another lesser-known, but arguably even

more impressive example of comparative

and confrontation marketing was released

by German automotive manufacturer Audi.

It may be the most uncomplicated and

inexpensive advert ever created by a

car company; however, it was powerful.

The television commercial begins with a

message: “What do you want in a car?”

Four keys are displayed with attributes of

rival car manufacturers: ‘Design’ for Alfa

Romeo, ‘Comfort’ for Mercedes-Benz,

‘Safety’ for Volvo, and ‘Sportiness’ for BMW.

The four rings, holding keys from the

competing brands, are transformed into

the interlocking rings of the Audi logo.

The final text reads: “In one car only?”

It’s a fascinating and memorable example

that seems to break traditional conventions

not only of identifying competing brands but

also of praising them.

Does this attitude look good on me?

It’s clear from these examples that

confrontational and comparative marketing,

when executed clearly, can improve product

visibility and consumer engagement.

These examples prove that a strategic

rivalry in advertising can capture attention,

provokeconversation and engagement,

and improve resonance with consumers.

With that in mind, it would seem justified

for natural diamond advocates to believe

that remaining relevant by defining the

category in opposition to an alternative

may not just be helpful, but essential.

Almost all marketing strategies have

some form of risk - ask Bud Light if they

had their time over, would they use

Dylan Mulvaney again?

Today’s younger consumers are supposedly

increasingly media literate, and some may

view polarising messaging as manipulative

and insincere.

Karen Rentmeesters

Antwerp World Diamond Centre

“I don’t want to seem judgmental

of people who buy lab-grown;

I just feel consumers need to be

informed properly, and price is

the first thing that hits you

when you do that comparison

side by side.”

Leah Meirovich

Rapaport News

“By far the most popular choices

were money spent and aesthetic.

Consumers wanted something

that looked good and didn’t

cost a lot.”

Rob Bates

JCK Online

“The NDC was founded in 2015,

before the great lab-grown

boom, because of fears that

diamonds were falling out of

favour with millennials.”

Avi Krawitz

The Diamond Press

“The days when a single slogan

could reshape culture are

behind us. Today’s consumer is

fragmented, values-driven,

and often sceptical.”

Edahn Golan

Tenoris

“The goal of category marketing

is to advance diamonds and

increase sales, not to badmouth

the competition and risk

alienating consumers.”

Come see us at the 2025


Audi challenged four competing

manufacturers in 2009 with a

clever ad, positioning themselves

as the most ‘complete’ car.

Industry analyst Avi Krawitz, writing for The Diamond Press, states

that the diamond industry needs to enhance its understanding of

the preferences of younger consumers.

“The days when a single slogan could reshape culture are behind us.

Today’s consumer is fragmented, values-driven, and often sceptical,”

he writes.

“Tradition and permanence still matter — but they’re filtered through

a lens of identity, ethics, and emotional resonance. Consumers

connect most with brands and stories that reflect those values.

“The good news? The diamond industry has those stories in

abundance. De Beers and the NDC can help amplify them —

but they can’t do it alone, and it’s not just a matter of funding.”

Krawitz suggests that retailers and suppliers need to work closely

with the De Beers Group to reshape the diamond industry at the

point of sale, specifically, by emphasising education in interactions

with consumers.

“The uncomfortable truth is that category marketing is not a silver

bullet,” he continues.

“It can spark curiosity, reinforce value, and boost perception, but it

won’t convert today’s consumer without immersive retail experiences,

authentic storytelling, and digital engagement that meets people

where they are

“The belief that a single message — and messenger — can ‘save’

the market is more nostalgic than strategic.”

If the natural diamond camp adopts an aggressive stance, it risks

being perceived as defensive, bitter, and insecure. These are qualities

that conflict with the category’s aspiration to be seen as timeless and

unchallenged.

Weighing in on the diamond marketing debate, industry analyst Edahn

Golan says that it is impossible to create the perception of ‘exclusivity’

as a luxury product if you disparage a competitor.

“The goal of category marketing is to advance diamonds and

increase sales, not to badmouth the competition and risk alienating

consumers,” Golan writes.

“Assuming that the diamond industry wants to increase sales by

positioning natural diamonds as a coveted luxury item, there are

plenty of notable examples of such marketing by Cartier, Tiffany, and

many others. None of these campaigns have included slamming the

competition. And the competition in the luxury goods market is fierce.”

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Natural diamond

jewellery has a rich

marketing heritage;

however, does

tradition appeal to

the next generation

of consumers?

“Instead, these brands speak of themselves and

what they have to offer. Note Cartier’s frequent

use of icy cool nature scenes and panthers that

emphasise their red brand, or Patek, and its

hinting at generational wealth with the slogan:

You never actually own a Patek Philippe.

You merely look after it for the next generation.”

There’s a common belief in business that naming

your competitor affords them legitimacy and

visibility, potentially provoking consumers to

consider options they might not have otherwise.

A study published by the Harvard Business Review

suggested that praising, and not disparaging,

competitors was effective with modern consumers.

This is particularly interesting given the success

of the aforementioned Audi advert.

“We also found that consumers who were most

sceptical about advertising in general exhibited the

greatest increase in positivity about a brand when

it praised its competitors,” the 2022 report explains.

“This is likely because these consumers tend

to have less positive baseline feelings towards

brands, and so when they witness a brand

demonstrate warmth by praising a competitor,

it makes a more substantial impact on their

impression of the brand.

“Ultimately, there are no one-size-fits-all solutions,

and every organisation will have to determine

the approach that will be most effective —

and feel most authentic — for its unique

brand and customers.”

The report concludes: “But our research suggests

that praising the competition can substantially

benefit brands, both in terms of consumers’

perceptions and bottom-line sales. Plus, in a

world that’s increasingly cynical and rife with

conflict, it couldn’t hurt for brands to add a

small bit of positivity to the mix.”

Finally, once a business defines itself in opposition

to a competitor, there is the risk of becoming

strategically ‘trapped’. The narrative switches from

autonomy to reaction, tethering your identity to the

actions of your rival. You have forfeited the tempo!

With all that said, it is challenging to fault the

natural diamond camp for choosing to confront

lab-created diamonds directly. While the category

has historically relied on tradition and prestige,

these values alone appear increasingly insufficient

to secure loyalty in a price-sensitive market.

“With that in mind, it would

seem justified for natural

diamond advocates to believe

that remaining relevant by

defining the category in

opposition to an alternative

may not just be helpful, but

essential.”

Positioning natural diamonds in contrast to the

lab-created diamond alternative – even when

the products are chemically identical – helps

reinforce their distinct value and is a step towards

maintaining relevance in an evolving market.

Same-same but different

Although the two products are chemically

identical, positioning natural diamonds in

contrast to lab-created diamonds emphasises

that they are not the same.

Any parent of identical twins will testify to that -

each is different even though they are identical!

It could be argued that this is the very heart

of the debate. With that in mind, how about this

for an idea?

An advertising campaign that uses identical twins

to explore the subtle yet powerful differences

between natural and lab-created diamonds.

The twins appear the same; however, their

personalities are worlds apart. One twin is

grounded and introspective, shaped by experience

and time, representing a quiet strength.

The other twin is bold, polished and larger-thanlife;

however, they lack depth. Through a series

of scenes, these personalities are reflected.

For example, one twin is insistent on preserving

a beloved family tradition, while the other is

disinterested and easily distracted.

The contrasts are never moral judgments —

just reflections of depth, personality, and origin.

The campaign doesn’t need to preach or disparage;

it only needs to provoke reflection and encourage

consumers to consider that, while some things

may look the same on the surface, they are,

in fact, different.

The natural diamond industry is at a crossroads.

In a market where lab-created diamonds appear

to be winning on price and perception, silence

may no longer be a strategy. Bold comparative

marketing can clarify value and distinction.

Conflict may be uncomfortable; however, contrast

creates meaning, and rather than retreat, natural

diamonds can reframe the narrative. ‘Shaming’

the alternative doesn’t need to be the mission;

however, drawing a line in the sand is critical.

Aggressive comparative campaigns won’t please

everyone, but they don’t have to. Great brands

don’t whisper; they stand for something.

48 | August 2025

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50 | August 2025

ONLINE RETAIL SCAMMERS

Ghost Stores Exposed

Australian consumers are increasingly being

targeted by international scammers posing as

local jewellery businesses. SAMUEL ORD believes

it’s a problem that isn’t going away anytime soon.

In what appears to be a widespread

and elaborate worldwide scam,

retail websites are being established

that mimic or falsely claim to be

Australian high-street jewellery stores.

In some examples, extraordinary measures are

taken to build the illusion of authenticity. These

include creating AI images of stores and business

owners that don’t exist, as well as fake delivery

tracking numbers and financial statements.

This is merely the tip of the iceberg. Many of these

shady online retailers use fake reviews, fictitious

personal backgrounds, and fraudulent sales events

to deceive consumers into purchasing products

under the guise of supporting a local business.

Jeweller has been monitoring many of these

international fraudsters for some time.

The Australian Competition and Consumer

Commission (ACCC) recently issued a public

warning regarding the conduct of these online

retailers, highlighting four specific examples.

The consumer watchdog noted an increase in

reports about ‘ghost stores’, with an estimated

360 complaints concerning around 60 online

retailers recorded over the past six months.

The ACCC noted that the complaints represent

only a small percentage of problematic encounters

with deceptive businesses. Deputy chair Catriona

Lowe described these online retailers as predators

willing to take advantage of unwitting and

well-meaning consumers.

“We urge all Australians to think twice before

clicking on ads they see on social media which

claim to be from a boutique business based

in a local town or city,” Lowe said.

“Often, ghost stores will share an emotional story

on their social media or website that they are a

small, locally operated business, needing to

close for financial reasons. They will claim they

are having a ‘closing down sale’ as a result,

with all stock heavily discounted and available

on a very limited basis.

“This is merely the

tip of the iceberg.”

“This conduct preys on the empathy of consumers

who have a genuine desire to support local

businesses, as well as creating a false sense

of urgency.”

The ACCC warning concerned four businesses

that were already on the radar of Jeweller

researchers. These are: everly-melbourne.com,

willowandgrace-adelaide.com, sophie-claire.com,

and doublebayboutique.com.

“The websites often use a similar format to many

other online stores, advertising high-quality

boutique clothing at heavily discounted prices,”

Lowe continued.

“However, when the product arrives in the mail,

consumers report receiving cheap, mass-produced

products that have been sold at an inflated

price and do not fit their advertised quality or

description.”

The ACCC noted that many shady online retailers

use targeted paid advertisements on social media

platforms such as Facebook and Instagram and

often appear to utilise the Shopify e-commerce

platform to host and operate their scams.

Indeed, despite increasing interest from

government regulators and the mainstream

media, hard-hitting questions asked of these

digital companies, which effectively assist the

operation of these scam websites, appear to

be falling on deaf ears.

Creating a perfect list of ‘warning signs’ or ‘red

flags’ is challenging because the tactics used

change from website to website. After an extensive

investigation, here’s a preview of what Jeweller

has discovered so far.

Sisters behaving badly

One of the most publicised tactics these scam

retailers use is claiming to be a store based in

popular shopping locations in Melbourne, Sydney,

and Adelaide, or, in other cases, iconic tourist

hotspots such as Byron Bay.

A particularly interesting example is two

interconnected businesses that claim to be

local Australian retailers: Hudson Sisters

and Cairns Sisters Boutique. A third website,

Tauranga Boutique, which claims to be a

New Zealand retailer, is also involved.

August 2025 | 51

B

Online Scammers | GHOST STORES

A

E

C

Hudson Sisters (hudson-sisters.com) offers a

limited range of jewellery which, apparently, is

‘designed in Australia’ and ‘inspired by Cairns’.

The website claims the business was started in

2015 by two sisters, Angela and Elise, and purports

to be based in Queensland.

On the basis that Hudson Sisters was celebrating

10 years in business, its website promotes a 10th

anniversary sale, with 80 per cent off all products.

Despite reaching this supposedly momentous

occasion, the website was registered in April 2025.

Hudson Sisters has a Facebook account, which was

registered on 18 November 2024; however, this has

only been the name of the page since 6 April 2025.

When the page was registered, it was under the

name ‘Cairns Sisters Boutique’.

The Hudson Sisters account is managed by four

administrators in the Netherlands and three in

the Philippines. The website also has a link to an

Instagram account; however, when selected,

it directs to the Instagram page for the Cairns

Sisters Boutique, which has been taken offline.

The website for Cairns Sisters Boutique

(cairns-sisters-boutique.com) is no longer online;

however, archived versions are revealing.

The website’s design matches that of Hudson

Sisters, and a 75 per cent off sale was promoted

to ‘celebrate summer’.

The website was registered on November 20, 2024,

and claims that the business was founded in 2019

by two sisters, Jodie and Kara. It also features

a panel showcasing glowing reviews from

supposedly local consumers.

This is surprising because the Trustpilot profile

for the business has 53 reviews, and 96 per cent

of customers have rated the company as onestar.

The reviews reveal enraged consumers

complaining about the quality of the products,

customer service, and other issues.

The third related sham website being tracked by

Jeweller is Tauranga Boutique in New Zealand

(tauranga-boutique.com). Again, this is another

business supposedly launched by two sisters,

Zoey and Sarah.

Interestingly, the website, which was registered

on 1 October 2024, has the same design as

Hudson Sisters and Cairns Sisters Boutique,

and is promoting a Closing Down Sale.

Consumers are told that it’s time to bid farewell

to the business after 33 years of loyal service in

New Zealand, and a discount of 80 per cent is

being promoted. This is confusing for two reasons,

the most important being that there has never

been any such physical store in Tauranga.

Additionally, the ‘About Us’ page for the website

states that Zoey and Sarah started the business

in 2018 - so it’s unclear how the milestone of

33 years has been reached.

The Tauranga Boutique account on Facebook

is also managed by four administrators in the

Netherlands and three in the Philippines.

The website features an AI-generated image of

a storefront, and the elaborate scam extends to

creating an advertisement at a bus stop.

The TrustPilot profile for Tauranga Boutique has

been overwhelmed with negative reviews —

133 in total — with 98 per cent of consumers

reporting a one-star experience.

These Trustpilot reviews aside, it’s a different

story on the Tauranga Boutique website, where

consumers are greeted with a panel of glowing

five-star reviews.

It supposedly has 281 reviews; however, the panel

displays fewer than 10 examples of feedback

from individuals who have supposedly taken

the time to review the business.

Celebrity status and identity theft

But this is where it gets interesting - you will likely

recognise some of the people who have purchased

products from Tauranga Boutique!

Kylie Benson writes, “Quick solve, great service”,

and awards five stars!

That said, Kylie Benson’s photo is of Jenna Fischer,

the actress best known for her role as ‘Pam Beesly’

in the television series The Office.

Sharon Blake, another supposedly loyal customer,

writes, “Super hot”, and also awards the business

five stars. However, Sharon Blake’s photo is that of

supermodel Paulina Porizkova!

A reverse image search reveals that many of the

photos of the reviewers appear to have been taken

from social media accounts registered under

different names from those listed on the website,

suggesting that this practice of identity theft is

not limited to celebrities.

A report published by The Spinoff, a politics and

pop culture website, documents the negative

experiences of consumers dealing with this

supposedly New Zealand-based business.

“The likelihood of being scammed online, or

at the very least receiving a product that’s worse

than you expected, seems to increase with every

passing year,” writes Madeleine Chapman.

“It has been well-documented that Meta -

which owns Facebook and Instagram, where

these companies advertise heavily - does little,

if anything, to combat scam ads.

“For now, the suggestions from the likes of the

National Cyber Security Centre and Retail NZ

are for New Zealanders to simply keep reporting

companies they believe are misleading customers,

and be wary of social media advertising.”

The report noted that New Zealand’s Commerce

Commission had received 107 enquiries about

these types of websites, with 28 relating

specifically to Tauranga Boutique.

Beyond these examples, many other aspects of

these websites are worth noting. Hudson Sisters

has a feature on specific products that says,

“This customer favourite is flying! Only X left.”

However, whenever the page is refreshed, the

number changes — it climbs higher or drops lower.

There appears to be no rhyme or reason to this

retailer’s inventory.

The website also advises that sale items cannot

be returned, which is in violation of ACL,

as regulated by the ACCC.

52 | August 2025

D

A

B

C

D

E

F

Palace of Treasures Australia website claimed to be based in Brisbane.

Hudson Sisters ‘About Us’ page details a supposed backstory.

Palace of Treasures Australia’s listed address is 123 Fake Street.

Tauranga Boutique website uses celebrity images with reviews.

Bella’s Treasures home page offers large discount for ‘unique designs’.

Taurange Boutique website features fake bus stop advertisement.

F

F

“Some returns may need to be sent to our international processing

facilities,” the Hudson Sisters website advises. It would seem

unusual for a retail business based in Cairns to operate an

international processing facility.

Jeweller contacted Hudson Sisters, Cairns Sisters Boutique, and

Tauranga Boutique for comment; however, unsurprisingly, did not

receive a response.

More hidden treasures

As mentioned above, this fraudulent activity is on the increase, and

another series of interconnected online retailers is also worthy of

review. These are Palace of Treasures Australia, Palace Jewellery

Australia, and House of Treasures Australia, among other variations.

Palace of Treasures Australia (thepalaceoftreasuresaustralia.com)

was registered on 11 September 2023, while Palace Jewellery

Australia (palacejewelsaustralia.com) was registered on

15 January 2024. The House of Treasures Australia website

(houseoftreasuresaustralia.com) was registered on 27 August 2024.

At the time of publication, all three websites are offline. These

websites previously claimed that the business is based in Brisbane.

Archived versions of these websites are packed with hidden surprises

– including an address listed as 123 Fake Street, Toronto!

Apparently, Palace of Treasures Australia had been operating for

104 years, serving the community as designers and artisans since

1919. The website stated that, although the physical store had

recently closed due to the owner’s upcoming retirement,

the online business would continue until all stock was sold.

Throughout its supposedly long and illustrious history, the business

has won the Friedrich-Becker Prize for jewellery twice. The Professor

Friedrich Becker Society in Germany awards this prize every three

years, recognising achievements in gold and silversmithing.

Unfortunately, Palace of Treasures Australia is not mentioned on the

official website — an apparently glaring oversight for the competition’s

only two-time winner since it started in 1999!

Alternative versions of the website can be found based in Europe and

the US. An archived version of one Australian website clarifies that

the business is based in Hong Kong, not Brisbane. The registered

company was ‘Rolling Ecom Limited’. A Shipping Policy page still

indicates that all products are shipped from either China or the US.

The Palace Jewellery Australia account on Facebook was registered on

13 September 2023; however, it has also undergone a name change.

The page was initially registered as ‘Diamond Colombia’ before being

changed to ‘Palace Jewellery Australia’ on 20 February 2024.

August 2025 | 53

Onlne Scammers | GHOST STORES

WHAT’S IN A NAME?

The ‘Transparency’ Game

A

FACEBOOK TRANSPARENCY PAGES FOR:

A

B

C

D

‘Palace Jewellery Australia’ was

‘Diamond Colombia’ in 2023.

‘Bella’s Treasures’ claims it is an

Australian jewellery brand.

‘Tauranga Boutique’ claims it is a

New Zealand jewellery brand.

‘Hudson Sisters’ is having a ‘Closing

Down Sale’, having started their page in 2024.

Peter Steiner’s iconic cartoon addressing digital anonymity.

Published by The New Yorker in 1993.

B

C

D

Jeweller contacted Palace of Treasures Australia,

Palace Jewellery Australia, and House of

Treasures Australia for comment; however,

did not receive a response.

Where are you from, exactly?

While the three ‘treasures’ websites detailed above

seem to be connected, another online retailer

packed with hidden surprises is Bella’s Treasures.

This website (bellastreasures.com) is a selfproclaimed

‘Aussie jewellery brand’, apparently!

The website was created on 19 February 2024,

and once again, we find that a store that claims

to be Australian-based ships all products from

China and the US.

The Facebook account for Bella’s Treasures

was registered on 21 February 2024 as

‘Eternal Treasures’ before the name was

changed that same day. The account is

managed by administrators from the US (2),

Indonesia (1), and Spain (1).

Interestingly, despite having only made two posts

since the page was registered, Bella’s Treasures

has somehow amassed 40,000 followers.

Despite this large following, 45 reviews have

been posted directly to the account, and a mere

20 per cent would ‘recommend’ the business.

One Facebook user poses a question to the

business: “Where is your jewellery made

and shipped from??”

The Bella’s Treasures account replied: “Hello!

We are an Australian based company, however,

all orders are placed through our website,

you can see all the details here.”

What a clever way to refuse to answer two

simple questions!

In terms of reviews, the story is similar elsewhere.

On TrustPilot, the company has 42 reviews and

96 per cent are one-star. The feedback has been

even harsher on the Product Review platform

– 121 reviews, with 98 per cent of them negative.

Jeweller contacted Bella’s Treasures for

comment; however, did not receive a response.

Interestingly; however, an automated response

was received and the sender was ‘Atencion al

Cliente’ – Spanish for ‘customer service’!

This would seem logical, given that one of

the company’s social media managers is

based in Spain.

However, it appears incongruous with

Bella’s Treasures being a supposed

‘Aussie jewellery brand!’

Drop in the ocean

This report is merely the tip of the iceberg –

more than 100 examples have been examined.

In subsequent reports, Jeweller will provide

accounts of retailers attempting to put an end

to ‘ghost stores’ stealing images and videos

for promotional purposes.

Ultimately, these scams serve as a stark

reminder of a hard truth: not everything is

as it seems online.

It also demonstrates to what degree the famous

cartoonist, Peter Steiner, was correct when he

penned the now-famous line in 1993:

On the internet, nobody knows you’re a dog.

It began as a commentary on ‘internet anonymity’

with a caption to a cartoon depicting a dog sitting

at a desk, with its paw on the keyboard of a

computer, speaking to a smaller dog sitting

on the floor.

It’s a humorous illustration addressing the

anonymity of online interaction. It highlights

how people conceal their true identities behind

a screen, allowing anyone to present themselves

as they choose.

It also raises broader questions about authenticity,

trust, and deception in digital communications

and relationships, which, as this report

demonstrates, are becoming increasingly

complicated to navigate.

While Steiner was arguably ahead of his time,

it is doubtful that even he could have foreseen

how the internet would develop into the world’s

biggest source of international fraudsters.

These examples also serve as a valuable reminder

about the value of traditional jewellery stores.

In the digital age, the advantages of face-to-face

shopping are all too easily forgotten.

Visiting a store may not match the speed

and convenience of online shopping; however,

it offers a tangible experience. You are allowed

to see, touch, and evaluate jewellery, before

making your decision. There is no guessing game.

Indeed, while the sparkle of shopping for jewellery

online may catch your eye, this investigation

shows that far too often, what lies beneath the

surface is far from gold.

54 | August 2025

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August 2025 | 55

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GAME-CHANGING GEMMOLOGISTS

Foundations of an Industry

GEMMOLOGY & JEWELLERY

Standing on the

Without knowing where you came from,

you’ll never get where you want to go.

The jewellery industry wouldn’t be what it today

without the groundbreaking work of gemmologists.

August 2025 | 57

Game-Changing Gemmologists | INDUSTRY BUILDERS

Legendary mathematician,

physicist, astronomer, and

alchemist Sir Isaac Newton

once famously wrote, “If I have

seen further, it is by standing

on the shoulders of giants.”

As a key figure in the Scientific Revolution

and the Enlightenment, Newton employed

the metaphor to describe his work as building

upon the foundation laid by others. It’s an

acknowledgement that progress is often

incremental and relies on the contributions

of previous thinkers and researchers.

This sentiment is popular among the

‘unsung heroes’ of the jewellery industry,

gemmologists. Behind the scenes, these

researchers play a critical role in an industry

that, at the surface level, is driven by beauty.

Over the past three years, Jeweller and the

Gemological Association of Australia have

published a series of articles dedicated to the

giants responsible for constructing gemmology.

Despite common misconceptions, gemmology

is far from a modern invention. Humans have

adorned themselves with gemstones and used

them as symbols of status since the dawn of

civilisation. However, the scientific study of

gemstones has its roots dating back at least

to the 19th century.

Structured education in gemmology began to

take shape in the early 20th century.

RENÉ-JUST HAÜY

58 | August 2025

Notably, the Gemmological Association of Great

Britain was established in 1908, followed by the

launch of the Gemmological Institute of America in

1931, offering the first formal courses in the field.

Since then, gemmological education has expanded

globally, with institutions such as the Gemmological

Association of Australia (est. 1945) contributing to

the training of skilled professionals who form the

backbone of the jewellery industry today.

Gemmologists are essential to upholding the

integrity and authenticity of the gemstone and

jewellery industry. Through extensive training

and hands-on experience, they develop the

expertise necessary to identify and evaluate

gemstones accurately.

This work provides the assurance jewellers need

to sell — and consumers to buy — with confidence.

And so, with that said, let’s wind back the clock.

René-Just Haüy (1743-1822)

René-Just Haüy, well-known as the founding

father of crystallography, was a French priest

and mineralogist.

In one version of a famous tale,

a critical moment behind the

discovery of crystalline structure

occurred when Haüy accidentally

dropped a calcite crystal onto the

floor, shattering it.

Examining the fragments of

calcite, he noted it “had a single

fracture along one of the edges of

the base. I tried to divide it in other

directions and I succeeded, after

several attempts, in extracting

its rhomboid nucleus”.

Haüy discovered ‘cleavage’.

By continuing to break calcite

into smallerpieces and observing

the same step-like feature, he

concluded it had the same internal

structure regardless of its size.

GEORGE FREDERICK KUNZ

Before Haüy’s research, understanding of crystal

structure was limited to external morphology.

An example of this is the crucial contribution

Nicolas Steno made with his observation that

for a particular mineral, the angles between

corresponding faces of a crystal are constant.

Reading of his contributions to the field of

crystallography, some may think Haüy’s work

to be detached from gemmological practice today.

However, as any good gemmologist would know,

it is this understanding of a crystal’s internal

structure that allows us to separate one

gemstone from another.

Haüy’s ground-breaking study opened the door

for researchers to recognise cleavage and planes

of weakness, to predict in which directions

a gemstone may appear different colours

(pleochroism), or to understand how light may

interact with a gemstone, to name a few of the

properties dependent on crystal structure.

George Frederick Kunz (1856-1932)

George Frederick Kunz was a renowned American

mineralogist. His humble upbringing led to

his education in public schools. Kunz did not

graduate with a degree and instead channelled

his hunger for knowledge and passion for

minerals into self-teaching.

Through his ventures exploring the geology of

nearby regions and exchanging specimens with

overseas dealers, Kunz had amassed a collection

of more than 4,000 mineral specimens by the

time he was still a teenager.

At the age of 23, Kunz secured a position at

Tiffany and Company as a gemstone expert

before advancing to vice president. This was

the first example of a jewellery retailer having

a gemmologist on staff.

During his years at Tiffany, where he worked until

he died in 1932, Kunz travelled the world, gaining

experience with mineral and gemstone localities.

See you at the

IJF Fair!

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Earth+Ocean

PEARL & OPAL JEWELLERY STYLED BY NATURE

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August 2025 | 59


EDUARD JOSEF GUBELIN

RICHARD T. LIDDICOAT JR.

WILLIAM HANNEMAN

During his extensive travels, a pink variety of the

mineral spodumene was discovered in San Diego

County, California, between 1902 and 1903.

This new pink gemstone was named ‘kunzite’.

Shortly after this discovery, a known gemstone

mineral was found to occur in a previously

unknown attractive pink hue – beryl.

Kunz named the new variety ‘morganite’ in honour

of his friend and financier, JP Morgan. Morgan was

a lifelong supporter of the arts and sciences.

Kunz produced hundreds of articles on minerals

and precious gemstones in his time, as well as

well-known titles such as Gems and Precious

Stones of North America, The Curious Lore of

Precious Stones, The Book of the Pearl: Its History,

Art, Science and Industry, and more.

Eduard Josef Gubelin (1913-2005)

Like so many prominent gemmologists,

Eduard Josef Gübelin was an inquisitive child.

Born into a watchmaking family, his father,

Eduard Gübelin Sr., was the owner of a store.

As an artist who specialised in fine watches,

Gübelin’s father demanded a high standard in

their practice. In 1923, Gübelin’s brother opened

a small gemmological laboratory.

With a newly opened jewellery atelier, Gübelin

wanted to ensure the legitimacy of all gemstones

handled by their craftsmen. This modest

gemmological operation laid the foundation

for the renowned Gübelin Gem Lab, which

recently celebrated its 100th anniversary.

In 1940, Gübelin published his first work on

gemstone inclusions – an article on distinguishing

Burma and Siam rubies in Gems & Gemology.

His proposed classifications of inclusions were

further developed in later publications and are

now widely adopted in the gemmology field.

During his lifetime, Gübelin documented the

inclusions of tens of thousands of mineral

and gemstone specimens.

He also created the very first desk-model

gemmological spectroscope, co-founded the

International Gemmological Conference and the

International Colored Stone Association (ICA).

Where Gübelin stood apart from many other

gemmologists was his appreciation for inclusions.

He dedicated his work to a feature of gemstones

previously regarded as an unwanted blemish, and

in doing so, changed the science of gemmology.

Understanding inclusions plays a role not only

in mineral identification but also in distinguishing

between natural and synthetic gemstones,

as well as determining a specific gemstone’s

country of origin.

Gübelin knew this better than anyone.

Richard T. Liddicoat Jr. (1918-2002)

Richard T. Liddicoat’s father was a professor

of engineering at the University of Michigan.

His grandfathers worked as copper miners.

In 1940, Liddicoat joined the Gemmological Institute

of America in Los Angeles as assistant director of

education. Robert Shipley had established the GIA

just nine years earlier, and with its rapid expansion,

needed support in leading its educational direction.

While teaching gemmology and developing

courses, Liddicoat also worked on producing the

Handbook of Gem Identification, the first book of

its kind designed to assist students through their

studies and aid the practising gemmologist.

In 1952, Liddicoat was named Shipley’s successor

and accepted the position of executive director

of GIA. During this time, the industry faced a

dilemma with standardising diamond grading.

In collaboration with colleagues across

Los Angeles and New York, Liddicoat developed

the iconic ‘4Cs’ system by which diamonds

are routinely graded worldwide today.

This new system enabled diamond dealers

and retailers to communicate with each other

and their consumers in the same language,

minimising discrepancies and allowing

diamonds to be categorised on a uniform basis.

By the 1960s, Liddicoat oversaw training some of

America’s largest jewellery retail teams. Around

the same time, he travelled to Japan to gather

information and develop a course on cultured

pearls, which also led to the development of

the first GIA pearl grading system.

Liddicoat was also an avid supporter of innovation

on the technology front. He contributed to and

developed several gemmological instruments

in his time. These include the Diamolite, the

Proportion Scope, and the prism spectroscope.

In honour of his 40-year dedication to serving

the gemmological and jewellery industries, the

National Museum of Natural History in Washington

DC named a gemstone species of tourmaline

after Liddicoat in 1977 -‘Liddicoatite’.

William Hanneman (1928-2021)

William (Bill) Hanneman, known by many as

Dr. Bill, was a monumental and inventive figure

in the world of gemmology. He worked as a

research analytical chemist for the DuPont

Research lab, the Standard Oil/Chevron

Refinery, and the Kaiser Center for Technology.

Gemmology was introduced to Hanneman by

his father, a gemstone cutter, and remained

a life long passion. He became concerned about

the cost of pursuing a formal diploma and set out

to make gemmology more widely accessible.

60 | August 2025

RICHARD T. LIDDICOAT JR. CREATED THE ICONIC ‘4 CS’ SYSTEM TO

STANDARDISE DIAMOND GRADING, FOCUSING ON CUT, COLOUR, CLARITY,

AND CARAT WEIGHT AND IMPROVE INDUSTRY COMMUNICATION.

He tackled this issue with practical solutions, including designing and

producing the Hanneman Gemmological Instruments, which included

the polariscope and dichroscope pocket kits, as well as a range of

gemstone filter kits.

Based on their composition, structure, and impurities, gemstones

absorb, reflect, and transmit light in different ways. Filters enhance

these differences, making them easier to observe.

The Hanneman instruments were made as cost-effectively as

possible, keeping prices down and making them affordable

for anyone interested in gemology.

His background in chemistry offered a unique and insightful

perspective on the subject. Hanneman developed his diamond

cut grading system to simplify the evaluation of diamond cuts.

He called this system the Hanneman Diamond Cut Grading System,

and it remains available for free at the International Gem Society

and Canadian Institute of Gemology.

Hanneman’s vast knowledge of gemmology and his contributions

to the field make his position as a ‘self-ordained gemmologist’

quite extraordinary. Despite this unofficial credential, his dedication

and knowledge of the subject were internationally recognised.

Donald B. Hoover (1930-2023)

Donald B. Hoover worked for a long time with the United States

Geological Survey as a senior scientist specialising in seismology,

volcanology, geothermal energy, and nuclear waste disposal.

After he retired from USGS in the 1980s, he delved further into

gemmology. He was known for his energy and enthusiasm,

particularly regarding geological and gemmological discovery

and research. Hoover was also a member of the editorial review

board of The Australian Gemmologist.

One of Hoover’s notable contributions is his work on the thermal

properties of gemstones. Thermal inertia is a measure of how

quickly the surface temperature of a material can be changed

with the application of heat.

It depends on the material’s thermal conductivity, specific heat,

and density. A material with high thermal inertia will resist changes

in temperature and feel cold to the touch. In contrast, a material

with low thermal inertia will easily change temperature.

(02) 9417 0177 | dgau.com.au


Hoover compiled a comprehensive table that

arranged materials based on their thermal inertia.

This work has been instrumental in gemstone

analysis, providing a valuable parameter for

accurate quantitative probes.

Hoover also made significant strides in the study

of fluorescence in gemstones. Fluorescence is the

emission of visible light by a gemstone material

when exposed to radiation of shorter wavelengths,

such as ultraviolet light.

Hoover’s research, published in a paper entitled

‘Fluorescence excitation-emission spectra of

chromium-containing gems,’ explained the

effectiveness of the crossed filter method in

examining emission spectra in gemstones

such as rubies.

This study has been pivotal in understanding

how fluorescence can be used as a gemmological

tool. His research has not only advanced

our understanding of gemstones but also

provided practical tools and methodologies

for gemstone identification. His work continues

to be referenced in contemporary studies,

underscoring its enduring relevance.

Australia – The Lucky Country

Australia is often referred to as the ‘lucky country’

– a phrase that originated as a critique, but has

evolved to a point of national pride. It was coined

to highlight the nation’s prosperity as a product of

circumstance rather than innovation. It is now

used to celebrate the land’s natural abundance.

Beneath the vast landscapes lie treasures of

remarkable beauty: enchanting pearls from

the outback, lustrous pearls from the northern

waters, and sparkling diamonds from the

remote wilderness.

This natural bounty has not only enriched

Australia’s cultural and economic identity but

also cemented its role as a key contributor

to the global field of gemmology.

THOMAS HODGE-SMITH

Australian men and women have made significant

contributions to our modern understanding of

diamonds and gemstones, elevating the science

and appreciation of gemmology on the global stage.

Thomas Hodge-Smith (1894 - 1945)

Thomas Hodge-Smith was a pioneering figure

in the fields of mineralogy, gemmology and the

earth sciences in Australia. Born in 1894 in

England, his family immigrated to Australia

when he was two years old.

After a military career, Hodge-Smith resumed

work at the Mining Museum before leaving in

1919 to work for the Australian Museum,

being promoted in 1921 to mineralogist.

During his early years at the museum, he

conducted extensive fieldwork, particularly on

the occurrence of zeolite minerals in New South

Wales and mica in Central Australia.

He went on to discover a new mineral at Broken

Hill, which he named ‘sturtite’ after Australian

explorer Charles Sturt. He is documented as

having a ‘chief love’ for crystal measurement

and drawing, reflecting the enthusiasm for

crystallography he shared with his sister.

He had a passion for meteorites, a topic

he would research until his death.

Hodge-Smith had an interest in the study

of gemmology and was, in part, responsible

for introducing the first courses to Australia.

He was the tutor for the gemmology course ran

by the Federated Retail Jewellers Association.

His contributions to gemmology are reflected in

records from 1946 from The Australian Museum:

“He was also very interested in gemmology and

was unremitting in his efforts to instil into all

concerned with the jewellery trade a strong

regard for the scientific aspects of their calling.”

Between 1935 and 1941, he served as editor for

the Australian National Research Council’s

publication, Australian Science Abstracts.

From 1925 until his death, he was a teacher

of mineralogy at Sydney Technical College.

Geoffrey Arthur Tombs (1929-2003)

In 1943, Sandy Tombs became one of the first

people in Australia to complete a gemmology

course. He was one of the three founders of

the Gemmological Association of Australia

and its first chairman.

Sandy’s legacy lived on when his son Geoffrey

took up the gemmology baton and became a

Fellow of the GAA.

For more than five decades (1950s-1990s), Geoffrey

Tombs served the field of gemmology in Australia.

His first paper in The Australian Gemmologist,

published in 1958, documented synthetic

diamonds observed through the microscope.

Tombs went on to publish more than 30 articles

in the GAA’s flagship journal.

The investigative work continued to guide

jewellers and gemmologists. An example is

‘Fakes and Frauds – Caveat Emptor’, which

encourages caution when soldering is completed

on a jewellery piece containing yellow sapphires.

The sapphire changed colour and became

‘as near to a cape colour diamond as may be’.

Another example was his 1991 paper ‘Some

comparisons between Kenyan, Australian and

Sri Lankan Sapphires’, where he strongly advised

against heating a sapphire in a setting. If the

sapphire was from Kenya, it may turn green!

Tombs founded the Valuers Association of Australia

and designed a jewellery valuation form for

retailers with his colleague Kenneth Mansergh.

The duo advised that the purpose of the valuation

had to be stipulated, whether for insurance

purposes, retail replacement, or other purposes.

These forms became standard practice in the

industry and helped reduce the use of jewellery

valuations as a marketing tool, rather than for

their intended purpose.

His reputation as a gemmologist, with a thorough

knowledge of gemstones and their treatments,

was respected both nationally and internationally.

In his honour, the Geoffrey Tombs Research

Fund was established in 2004 with an initial

grant from the GAA Federal Council and

continuing contributions from the

GAA-endorsed Gem Studies Laboratory.

William Hicks (Unknown - 1993)

William H. Hicks, known to most as Bill, was a

gemmologist who, after completing his studies

with the Gemmological Association of Australia,

dedicated over a decade of his life to developing

The Australian Gemmologist.

His professional background in the publishing

industry, as a part of the third-generation

publishing firm Hicks Smith & Son, made

him an incredible asset to the editorial team.

He was appointed editor of the publication in

August 1981 by the Melbourne-based committee.

62 | August 2025

Helping Jewellery Businesses Thrive

Beyond Jewellery: Discover the

Tech Revolution at IJF 2025

Everything You Need.

One Trusted Partner.

Precision and Care at every Step.

Hardware Sales

Printers, scanners and Zetag

tickets up to 10% off!

The Edge POS

Book a demonstration with

us now.

Business Coaching

Unlock your jewellery

business’s potential.

Our Partners

Visit us at Stand 44, Retail Edge Village at IJF to discover how our innovative tech

solutions can transform your jewellery business.

Casting CAD Metals Refining Findings

Kim Ridley | 0499 775 708

kim@retailedgeconsultants.com

www.retailedgeconsultants.com.au

4/60 Nerang St, Nerang QLD 4211

Visit us at IJF | 23–25 August 2025 | Stand D17 | chemgold.com

August 2025 | 63


Hicks worked diligently over the next 12 years,

editing and rewriting papers by hand and

preparing layouts.

This was no small feat in an era before computer

processing, when documents were rewritten

and edited on a typewriter.

In 1982, Hicks introduced selected colour

printing throughout the publication as visual

aids to support relevant articles.

Previously, colour printing had been reserved

solely for the cover.

Hicks was dedicated to improving the journal

while also being pragmatic about reducing the

rising costs of publishing a comprehensive,

high-quality journal.

Under his guidance, by 1983, The Australian

Gemmologist reported readership across 30

countries.

His dedication to the journal was made possible

by his wife, Rose Hicks, who assisted as secretary.

The couple loved to travel, though they never let this

get in the way of publishing the journal. Accounts

of Hicks preparing the journal for publishing

from Athens and Florence is a testament to his

unwavering dedication to the publication.

Through his role as editor and involvement with

the GAA, he formed many friendships in the field of

gemmology, including Richard Hughes and Eduard

Gübelin, whom he met during his travels.

In 1991, the GAA made Hicks an honorary

life member in recognition of his significant

contribution to the association and

The Australian Gemmologist. After his death,

the W.H. Hicks Prize was founded in his honour.

JACK STANLEY TAYLOR

GEMSTONE COLLECTION

WILLIAM HICKS HAD AN UNWAVERING DEDICATION TO THE AUSTRALIAN GEMMOLOGIST

Grahame Brown (1936-2008)

Grahame Brown was a practising dentist until his

passing, and alongside this profession, he achieved

a great deal in the field of gemmology. He was a

prolific writer and researcher, and by the end of

his life, he had published more than 500

gemmological papers.

Brown’s extensive role as editor of The Australian

Gemmologist is detailed on the GAA website.

“Prior to 1982, a general committee was

responsible for the production of the journal

without the specific role of an Editor,” it reads.

“Dr Grahame Brown followed on in the esteemed

footsteps of Bill Hicks and was Editor from

1994 until his death in January 2008, the

longest tenure to date.”

He was awarded the first Research Diploma of the

GAA for his investigations into the structure and

properties of precious corals. His Summer 1991

Gems & Gemology article on treated Andamooka

matrix opal remains the subject’s definitive work.

He also wrote ground-breaking articles on various

kinds of ivory - perhaps an apt topic for a dentist!

He not only contributed through his writing and

research, but was also an accomplished editor.

In 2001, Brown was appointed editor of

The NCJV Valuer, Australia’s dedicated journal

for the evaluation of gemstones and jewellery.

He was a contributing editor to the fifth edition

of Robert Webster’s Gems: Their Sources,

Descriptions and Identification, first published

in 1994. It is a reference book used by

gemmological organisations across the world.

Jack Stanley Taylor (1910-1988)

Born in August of 1910 in Greenwich, Jack

Stanley Taylor was one of the founders of the

Gemmological Association of Australia and is

referred to as the ‘father of Australian lapidary.’

He joined the family business after finishing

school, as all the Taylor children did. Here,

he started his jewellery apprenticeship directly

under his father and grandfather.

By the 1940s, Taylor had fallen in love with

gemstones more than jewellery and started to

drift away from the retail side of the industry.

He enrolled in a gemmology course offered

by the Federated Retail Jewellers Association.

This was taught by the Curator of Minerals at

the Australian Museum, Thomas Hodge-Smith.

Shortly after graduating, the FRJA ceased offering

their courses, and Taylor and other students

believed they had identified a gap in the market.

Australia needed more formal education

opportunities in gemmology.

With the desire to educate the industry, gemstone

enthusiasts, and consumers, three colleagues

joined forces and proposed the foundation of

the GAA.

The GAA’s inaugural meeting was held on

29 October 1945 in Sydney. Sandy Tombs was

elected chairman, and Taylor was elected secretary.

George Osborne accepted the office of patron, and

David Mellor took that of president.

In just five years, the association had created

divisions in Victoria, Queensland, South Australia,

and Western Australia. In October 1947, Taylor

sat his exams and completed the first diploma

in gemmology. He was the first to earn the post

nominals FGAA (Fellow of the Gemmological

Association of Australia).

Throughout his life, Taylor travelled around

Australia, fossicking and operating his

successful lapidary business.

Today, a sample of his extensive gemstone

collection can be seen in the Australian Museum

in Sydney and the NSW division of the GAA.

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ANDREW CODY’S FIRST BOOK

IS AN ESSENTIAL RESOURCE

Corinne Sutherland (1917-2013)

Corinne Sutherland’s passion and dedication

to gemmology helped shape many educational

pathways that the industry benefits from today.

She graduated from the University of Melbourne

with a degree in science. She then began working

in research and development for food used to aid

troops serving overseas in World War II.

Sutherland developed an interest in gemstones

and, in the 1950s, applied to the GAA’s Victorian

Division to complete her Diploma in Gemmology.

At the time, this was no small venture, as study

at the GAA was reserved solely for people within

the gemstone and jewellery trade. Sutherland

challenged this tradition by persuading the GAA

that education in gemmology should be open to all.

Successful at this task, she was the first non-trade

person to complete the Diploma Course. Due to

her tenacious nature, education in gemmology

studies through the GAA is available to both

‘trade’ and ‘non-trade’ people.

Sutherland proved adept in gemmology, graduating

with her diploma in 1960 and winning the Lustre

Prize for the highest practical results in Australia.

She was fascinated by and loved diamonds, and

was instrumental in establishing the Diploma in

Diamond Technology course.

The Sutherland Prize, established at the GAA in

1971, was awarded to the student who achieved the

highest marks in the Diamond Technology course.

Due to her immense contribution to the

organisation, Sutherland was made an

Honorary Life Member of the GAA in 1980.

Sylvia Whincup (1921-2012)

Sylvia Whincup was a pioneering female figure

in the fields of earth sciences and gemmology

in Australia. She graduated from Melbourne

University in 1942 with a Bachelor of Science

degree in geology and chemistry and

completed her Master of Science in 1943.

She was married to Charles Reginald Whincup,

a Royal Australian Air Force flight officer who died

while serving in World War II. Whincup gave birth

to their son, Peter Reginald Whincup, in 1944,

the same year she published her master’s thesis.

In 1946, Whincup was appointed a mineralogist

at the National Museum in Melbourne.

Museums Victoria notes that she was the first

person appointed to this official post and was

tasked with reorganising and registering the

museum’s mineral and rock collection.

Her appointment received media coverage due to

her specialised skillset and, in part, her success

as a woman in such an important role.

A feature article about Whincup, ‘Rocks Are Her

Livelihood,’ was printed in The Argus in July 1947.

It describes her position at the museum as a

“most remarkable job for a woman”.

Whincup expanded the museum’s collections by

sourcing mineral specimens and encouraging

her colleagues to do the same. In an article

written for Museums Victoria, Nik McGrath

and Robert French reflected on the contribution

made during her time at the museum.

The authors noted that Sylvia added more

than 5,000 specimens to the collection,

including 167 new species — an increase

of more than 30 per cent in just four years.

She was a pioneer during a time when it was

difficult for women to progress professionally.

She navigated personal tragedy and motherhood

while trailblazing a career in the earth sciences.

Andrew Cody (1951 - 2022)

Andrew Cody had an unrivalled passion for

Australian opals and dedicated most of his life to

promoting and celebrating this unique gemstone.

His love for collecting gemstones and minerals

began at an early age, and a school excursion to

Coober Pedy further fueled his passion for opals.

In 1964, his interests turned to cutting opal,

and he went on to complete studies in Valuations

at the Royal Melbourne Institute of Technology.

His passion and understanding of the market

provided the foundation for his business, Cody

Opal, which he founded at the age of 20 in 1971.

In 1991, Cody wrote the book ‘Australian Precious

Opal — A Guide Book for Professionals’. It was

published in English and Japanese and remains

an essential resource for industry professionals

and gemmologists alike.

Cody was involved in championing the declaration

of opal as Australia’s national gemstone,

which became official in 1993.

CAMPBELL BRIDGES

In 2000, Cody co-founded The National Opal

Collection, which has its head office in Melbourne

and showrooms in Melbourne and Sydney.

The business includes museum displays, retail

sales, and wholesale exports to the international

gemstone industry. It is now recognised around

the world as the primary source of opal.

In 2010, Cody and his brother Damien published

a second book, ‘The Opal Story,’ which was

translated into six languages. In 2018, he produced

a limited release of sixty opal master sets.

Each set contains 216 opal samples from deposits

worldwide to assist with identifying, classifying,

and grading opal.

Campbell Bridges (1938-2009)

Many of the individuals detailed thus far have

overcome war, violence, and personal tragedy,

driven by a passion for education, science,

and gemstones.

While the impact of conflict is frequently noted

during the lives of those living in the early 20th

century, it has also impacted modern research.

Campbell Bridges was a world-renowned

geologist, gemmologist, dealer, and prospector

who made a tremendous impact.

His childhood in South Africa and his father’s

work exposed Bridges to various gemstones,

which he began to collect. He worked across

South Africa and Zimbabwe before expanding

his explorations into Tanzania, where he

made many critical gemmological

discoveries.

In 1967, Bridges discovered deposits

of ‘tsavorite’,‘

a green variety of

grossular garnet, in the mountain

ranges of northeast Tanzania. The

discovery was made in the Taita

Hills, near the Tsavo National Park,

which inspired the gemstone’s name.

66 | August 2025

S E CUR E

E A RRI NG B ACK S

P r o u dly d e sig n e d a n d

m a n u fac t u r e d in the U K

SYLVIA WHINCUP - NATIONAL MUSEUM OF VICTORIA COLLECTION

Along with the discovery of tsavorite, Bridges became enamoured

with a purplish-blue stone he encountered at local markets. He

purchased rough of the purplish-blue stone and sent it to New York

for further testing.

The gemstone caught the attention of key figures in the industry,

including Tiffany & Company jewellers, prompting Bridges to bring

tanzanite to the global market. He did this for several years until the

government nationalised mining.

Bridges was a founding member of the International Coloured

Gemstone Association. He also owned the Scorpion Mine in

southeast Kenya.

Despite living in Kenya for more than 40 years, the success of his

tsavorite mine made him a target for a large, organised crime

syndicate. Bridges had received numerous threats, prompting him

to alert police and hire a security staff.

Tragically, despite these efforts, his life came to an end when he

was ambushed by a gang of more than 30 armed men. The incident

devastated the gemmology community and was a confronting

reminder of the volatile and dangerous conditions that can exist in

the industry.

The story continues with you!

This list is by no means exhaustive, and Jeweller and the GAA

welcome any and all suggestions for future profiles. The stories

of these pioneering figures in gemmology reveal far more than

scientific achievement – they reflect the resilience, passion, and

steadfast commitment to uncovering truth in a field that is as

complex as it is beautiful.

Many of these people faced formidable obstacles: the chaos and

devastation of war, the absence of formal education, and even rigid

social structures that outright excluded women from scientific fields.

Undeterred, these individuals carved out their place in history with

innovation, perseverance, and an unshakeable belief in the value of

their work. These contributions laid the groundwork for much of

what we may take for granted today.

Indeed, jewellers, suppliers, retailers, researchers, and consumers

all rely on the principles and practices shaped by these trailblazers.

It’s a reminder that behind every diamond and gemstone lies not

only a geological wonder, but also the human spirit of discovery.

S A F E

S ECU R E

NON-S LIP

H YPO-A LLERGE NIC

C OMFOR T ABLE

(02) 9417 0177 | dgau.com.au August 2025 | 67

INTRODUCING PINK

LAB GROWN DIAMONDS

DGA is proud to introduce pink lab grown diamonds finished jewellery.

In partnership with the world’s leading manufacturers,

we offer exceptional quality and value in every piece.

LAB

DIAMONDS

BY DGA


(02) 9417 0177 | dgau.com.au jewellery and watch brands. (02) 9417 0177 | www.dgau.com.au

68 | August 2025

SHOW & TELL

International Jewellery Fair 2025

STAND

A05 & A07

ANIA HAIE

DURAFLEX GROUP AUSTRALIA

dgau.com.au

STAND

F13

ADIDAS ORIGINALS

DESIGNA ACCESSORIES

designaaccessories.com.au

Project Four Solar from Adidas Originals

represents the ultimate evolution of

the most beloved silhouette. This isn’t

just about adding solar power — it’s

about reimagining what’s possible when

you combine proven design excellence

with cutting-edge energy innovation.

Now featuring a new coloured glass

that transforms every ray of light into

endless timekeeping power.

From the Lady Cozy collection by Ania Haie, drawing

on the gentle essence of autumn, these earrings

feature tiger’s eye stones in popular brown tones

and bulbous organic shapes. The warm and inviting

hues create a sense of robust luxury, perfect for a

life lived in style.

STAND

F13

ASTON MARTIN

DESIGNA ACCESSORIES


Crafted for precision and presence,

the HDL stands out with a 44mm

layered recycled stainless steel case

and a sleek silver bezel, showcasing

a tachymeter scale and three distinct

subdials on a dial finished in Aston

Martin’s iconic Podium Green. A black

silicone strap with engraved AM wings

and Aston Martin signature brings

strength and flexibility to the design.

INTERNATIONAL JEWELLERY FAIR

SHOW &

TELL 2025

The action and excitement of the International

Jewellery Fair is just weeks away. Review the latest

new products from Australia’s industry suppliers.

STAND

D14

AYRES PACKAGING & DISPLAY

ayres.com.au

Kenneth Ayres (Aust) Pty Ltd is an owned and family-run business that began

Australian-

in 1973. The company is a leader in the

presentation packaging and display industry.

The success of the company comes from its

solid history in presentation packaging and

its ability to adapt to a fast-changing market.

These products cover a broad and diverse

range to suit our large customer base.

STAND

A05 & A07

BAUME & MERCIER


dgau.com.au

Driven by the prestigious Baumatic

manufacture calibre, the Riviera

10616 is the all-road Swiss watch

by excellence. Its transparent blue

sapphire dial, its interchangeable

metal bracelet and open caseback

complete the sporty look of this

‘Swiss-Made’ timepiece from

Baume & Mercier.

STAND

C40

BESPOKE JEWELS

bespokejewels.com.au

Bespoke Jewels is a Sydney-based fine

jewellery wholesaler, specialising in custom

manufacturing for retail jewellers across

Australia. The company also offer a curated

ready-to-ship collection in solid 18-carat and

14-carat gold, featuring both natural and labcreated

diamonds. Backed by four generations

of heritage in the jewellery trade, the company

proudly support clients with relationshipdriven

service, distinctive designs, and

dependable, high-quality manufacturing.

STAND

E13

BLAKELY EARRINGS

IKECHO

wholesale.ikecho.com.au

Ikecho Australia is a proudly Australian-owned

jewellery brand specialising in unique, high-quality

opals and pearls. With more than 25 years of industry

expertise, the company offers ethically sourced, natural

gemstones — including South Sea, Tahitian, freshwater

pearls and Australian opals — crafted into timeless,

elegant designs. A close relationships with miners and

hands-on sourcing ensure authenticity, fair pricing, and

consistent quality. Ideal for retailers seeking distinct,

Australian-made luxury with a story behind every piece.

August 2025 | 69

SHOW & TELL | INTERNATIONAL JEWELLERY FAIR 2025

STAND

D29

BOLTON GEMS

boltongems.com.au

STAND

A24

BLUMOON DIAMOND

blumoon.com.au

Blumoon Diamond is an Australian-owned

diamond wholesaler company. The company

provides all kinds of polished diamonds of

all shapes and sizes and takes pride in the

staff’s ability to source the best diamond,

considering the client’s requirements.

Blumoon Diamond is determined to provide

excellent diamonds and understand that

transparent and unparalleled services are the

only way to foster long-term relationships.

Set in 9-carat yellow gold, this striking ring features

an eye-catching cluster of rhodolite garnets and

pink sapphires in mixed shapes and sizes. The rich

berry tones and soft pinks are beautifully balanced

in claw settings, creating a bold yet feminine

statement piece from Bolton Gems.

STAND

G31

CEYLONITE GEMS

ceylonitegems.com.au

Ceylonite Gems is an Australian-based company

operating under its parent company, Natural

Gems, in Sri Lanka, which has been a trusted

name in the gemstone industry since 1979.

Building on this legacy, the mission is to provide

customers with direct access to ethically sourced,

premium-quality, and unique gemstones, opening

new avenues of luxury lifestyles.

STAND

D17

CHEMGOLD

chemgold.com

Discover HIP Platinum — Chemgold’s revolutionary

new platinum casting technology and an Australian

first. Combining the strength of hand-fabricated

jewellery with casting efficiency, HIP Platinum

delivers zero porosity, superior stone security, and

a flawless finish with minimal bench work. It’s the

future of platinum casting — built for jewellers who

demand the highest quality. Only at Chemgold.

STAND

A11

CITYGOLD GOLD MFR

Citygold Gold Mfr has been in the jewellery

industry in Australia for more than 30

years. The mission at Citygold is to produce

high-quality products, offer them at

reasonable prices, and delight customers

with excellent service. The company

welcomes your ideas and enquiries.

STAND

A05 & A07

DANIEL WELLINGTON


dgau.com.au

Daniel Wellington’s Iconic Chronograph Link in

New Artic Panda will have you look at your wrist

often, and not just to check the time. First, for the

design: The classic chronograph look integrates

seamlessly into a minimalist dial design in blue

with a sunray finish. Then, there are the three

sub-dials that provide multiple stop-watch

functionalities and ensure flawless precision.

STAND

D01

STAND

A05 & A07

RAINBOW PETAL

STUD EARRINGS


dgau.com.au

Bring a burst of joy to your jewellery collection with the

Gold by DGA Rainbow Petal Stud Earrings. Crafted in

warm, glowing 9-carat yellow gold, arranged to mimic the

colours of a rainbow, these petite earrings add a touch of

whimsy and light to any look, perfect for everyday wear or

as a cheerful accent to more polished ensembles.

COEUR DE LION

TIMESUPPLY

coeurdelionjewellery.com.au

Gorgeous Coeur de Lion German handmade

jewellery, offers an exciting new colour pallet for

the iconic GeoCube® with popular blues and

purples or bold rainbow colours, plus the Colour

of the Year; Mocha Mousse. Award winning

jewellery that offers a unique and unmistakable

design that is recognised worldwide.

70 | August 2025

STAND

B18

DIAMOND SENSATION

diamondsensation.com.au

Diamond Sensation is dedicated to supplying

retailers with a wide range of jewellery designs

of the highest quality. The company takes pride

in providing exceptional service and support for

long-term business relationships.

STAND

A05 & A07

DIAMONDS BY DGA


dgau.com.au

Crafted in solid 9-carat gold, the

Diamonds by DGA Evil Eye Necklace

is a striking symbol of protection and

timeless style. At its heart lies the

iconic evil eye motif, delicately set

with brilliant-cut diamonds and deep

blue sapphires that shimmer with

subtle brilliance.

STAND

A05 & A07

DKNY WATCHES


dgau.com.au

Refined and minimalist from DKNY Watches.

Crafted with a polished 34mm stainless steel

case and a matching silver-tone bracelet,

it showcases a sleek silver dial accented by

clean hour markers and the iconic DKNY logo.

Designed for effortless elegance, this timepiece

features durable mineral crystal glass, quartz

movement for precise timekeeping, and 50

meters of water resistance, making it as

functional as it is stylish.

August 2025 | 71


STAND

A12

ELLENDALE DIAMONDS

ellendalediamonds.com.au

Ellendale Diamonds proudly supplies

traceable and ethically sourced

diamonds from the Argyle and

Ellendale mines in the Kimberleys

of Western Australia. It’s a part of

the world well-known for producing

the finest quality white and fancy

colour diamonds, which are used

to manufacture exquisite ranges of

Australian jewellery..

STAND

A05 & A07

EDOX


dgau.com.au

Crafted for the modern man who demands

both style and substance, Edox’s 45mm

chronograph watch combines lightweight

titanium construction with high-performance

functionality. At its heart is the reliable Caliber

38s (Ronda 8020 N) quartz movement, offering

precise timekeeping along with big date and

chronograph features. The sleek grey dial is

protected by a scratch-resistant sapphire crystal

and enhanced by luminescent hands and indices.

STAND

H23

STAND

B40

EVIDENT AUSTRALIA

ims.evidentscientific.com

Evident brings the unseen into clear

focus for those who share a passion

for making the world a safer place. A

collaborative approach to innovation

and exploration provides you with

the tools you need to discover, build,

and innovate, all while addressing

your toughest challenges.

EVOLVE JEWELLERY &

STOW LOCKETS

evolve-jewellery.co.nz

Link Wholesale is home to two boutique New

Zealand jewellery brands: Evolve Jewellery

and Stow Lockets. Evolve specialises in charm

bracelets, Pandora-compatible charms and

jewellery pieces, each with its special meanings.

Handcrafted from the finest materials, Evolve

Jewellery is popular in both tourism and jewellery

markets. Stow Lockets are charm lockets and petite

charms designed to be held inside them. Each piece

is beautifully handcrafted from 9-carat gold, sterling

silver, enamel, gemstones and cubic zirconia.

STAND

F13

FURLA

DESIGNA ACCESSORIES


STAND

B26

GALLAGHER INSURANCE

ajg.com/au

This dainty gold-tone watch by Furla is

the perfect example of petite luxury. The

tiny 20mm gold-tone case, paired with

a delicate gold tennis bracelet adorned

with crystals, creates a harmonious

and refined design. A perfect blend of

delicate charm and luxury.

Gallagher is an international insurance

brokerage, risk management and consulting

firm, operating in 130 countries. The company

is the chosen partner to more than 130,000

Australian businesses, from small businesses

through to multinational corporations and

iconic brands. Through a network of more

than 30 regional and metropolitan branches

across Australia, Gallagher understands local

business communities because the company

is part of them.

72 | August 2025

STAND

H20

GENS PACKAGING

genspackaging.com.au

As an experienced jewellery stand and

packaging supplier based in Western

Australia, Gens Packaging has had

the pleasure of supporting businesses

across the country with their displays and

jewellery storage solutions. From durable

plastic displays to lovingly handmade

ring boxes and more, the Gens Packaging

brand is synonymous with care and

quality in jewellery display products.

STAND

E01

GENTS DIAMOND AND

SPECTRUM RING

BECKS GROUP AUSTRALIA

becksgroup.au

Bold and distinctive, this White Gold men’s ring

showcases BECKS’ signature Spectrum inlay in

Black Pearl—for a bold contrast and refined finish.

The inlay takes centre stage, complemented by

a brilliant diamond set in the centre for the final

striking detail. Perfect for men who appreciate

strength, style, and innovation in their jewellery. A

true statement piece for today’s modern man.

STAND

B13

GERRIM INTERNATIONAL

gerrim.com

From Gerrim, this stunning 9-carat white

gold ring features a captivating cushion-cut

London Blue Topaz at its centre, flanked

by two striking triangular Sky Blue Topaz

stones. A delicate halo of sparkling

diamonds adds brilliance and elegance. The

cool blue tones contrast beautifully with

the polished white gold band, creating a

luxurious and timeless piece that makes a

sophisticated, eye-catching statement.

August 2025 | 73

STAND

C29

GOLDEN MILE JEWELLERY

goldenmile.com.au

With an eye on design and trends, Golden

Mile is continually working to source

and manufacture the latest and most

innovative pieces. The imported product

range comprises more than 1,000 designs,

featuring a wide variety of earrings,

pendants, charms, crosses, evil eyes, fancy

bracelets, chains, and more. All the basics,

plus so many of the latest trends, are

covered across the collection.

STAND

F13

GUESS

DESIGNA ACCESSORIES


Glitz up your watch wardrobe with this

timepiece from Guess. Featuring a fully

glitz multi-function dial and 36mm

gold-tone case, this timepiece is also

paired with crystals on the bezel and

bracelet. Also available, this bold 43mm

case with a radiant champagne dial is

embellished with crystals on the case

and bracelet, and paired with a glitz

multi-function dial featuring cut-out

detailing in the sub-dials.

Red Bull

Ampol Racing

3500 Series

STAND

H17

HARMONY GEMS

harmonygems.com.au

Harmony Gems is a fourth-generation

gemstone trading company with a rich

legacy in the gemstone and jewellery

industry. The cutting and polishing factory

in India allows the company to customise

gemstones to meet specific client

requirements. With a curated collection

that includes high-quality precious and

semi-precious gemstones and decades

of expertise in modern craftsmanship,

the company provide bespoke solutions

and personalised service to designers,

retailers, and collectors worldwide.

74 | August (02) 9417 20250177 | dgau.com.au

STAND

C30

IMPERIAL JEWELS

imperialjewels.com.au

Imperial Jewels is proudly Australian,

owned by second-generation jewellers

and jewellery designers. These products

are sourced worldwide, with care and

attention to detail given to every fine

jewellery piece in all collections.

STAND

B41

IMPULSE PURCHASE

SPECIALISTS

impulsepurchasespecialists.com.au

For more than 25 years, Impulse Purchase

Specialists has been an importer,

exporter, wholesaler, and retailer of gift

and jewellery items to the retail industry.

The company has customers around the

world, ranging from large chain retailers

and buying groups to independent

mum-and-dad stores. The company has

extensive sourcing capabilities that extend

beyond its core range of products, and it

also designs and manufactures custom

products to meet customer needs.

STAND

B35

INSPIRING PEARLS

inspiringpearls.com.au

Inspiring Pearls is an emerging Australian

pearl jewellery brand offering a beautiful

range of styles, from classic to contemporary.

The company carries Freshwater Pearls in

sterling silver and 9-carat gold, as well as

Akoya and South Sea Pearls in 9-carat and

18-carat gold. Backed by a close partnership

with pearl farms and factories in Zhuji, the

company can offer affordable, high-quality

pearls while challenging old stereotypes

about Freshwater Pearls.

August 2025 | 75


STAND

A05 & A07

JAG


dgau.com.au

This elegant watch proudly

presented by JAG features a refined

octagonal case, woven strap and

luxurious dial options, offering a

timeless, sophisticated design.

STAND

C50

JEWELARC INTERNATIONAL

jewelarc.com

Jewelarc International is an Australian-owned and

operated organisation with its main manufacturing

and operations based in Chonburi, Thailand. The

company has been in operation since 2002. Staff

includes designers, CAD operators, model makers,

stone cutters, a photography department, and a

highly skilled production team. The company casts

and finishes all carats of gold and silver, and has its

own stamping and plating facilities within its factory.

STAND

A13

JEWELLERY CENTRE

jewellerycentreaustralia.com

The Jewellery Centre is a family

business established in 1977. The

company imports and wholesales gold

and silver jewellery and findings from

Europe, the US, and Asia and services

all states of Australia, New Zealand

and most South Pacific countries.

Only top-quality goods from reputable,

long-established factories are carried.

C

STAND

B46

KAYLERA

Kaylera, established in 1994, offers

exclusive ranges in silver, 9-carat

and 18-carat gold. Ranges in

earrings, bracelets, chains, rings,

and crosses - catering to both mid

and high-level markets. Kaylera

also offers bespoke one-off pieces

and can work directly with you to

create your client’s desired piece,

with competitive pricing on all stock.

STAND

H14

KAYRA CREATION

kayracreation.com

Founded in 2016, Kayra Creation Limited is a Hong Kongbased

fine diamond jewellery manufacturer and wholesaler

with global operations in New York, Canada, Bangkok, Japan

and Australia. The company specialises in ethically sourced,

exquisite diamond and gemstone jewellery, prioritising

uncompromising quality and craftsmanship. Kayra Creation

merges timeless artistry with modern design, delivering

exceptional pieces that honour ethical practices.

M

Y

CM

MY

CY

CMY

K

STAND

C20

LA COURONNE

becksgroup.au

lacouronnejewellery.com.au

Modern elegance meets trending style with this

For more than 40 years, La Couronne has proudly supplied the

Yellow Gold open ring. Featuring diamond-set ends

Australian jewellery industry with a comprehensive range of products,

for a touch of brilliance, this versatile open ring

along PREMIUM with complete marketing materials proven for the current market. EUROPEAN STAND JEWELLERY & C

is perfect for stacking, complementing with an

The marketing package includes high-quality catalogues, point-of-sale

A05 & A07

engagement ring or as a stand-alone statement.

posters, banners, price tickets, strut cards, and a variety of digital assets

Designed for women who love a contemporary twist

for your website and social media platforms. An extensive product range

consists of the finest quality 9-carat gold, 18-carat gold, sterling silver,

LAB DIAMONDS BY DGA

on classic beauty, it combines expert craftsmanship

with the sophistication that defines BECKS.

and stainless steel, set with diamonds and colour gemstones.


dgau.com.au

STAND

E01

LADIES OPEN RING

BECKS GROUP AUSTRALIA

Elevate your everyday elegance with the Lab

Diamonds by DGA Marquise Heart Diamond

Earrings. Crafted in luminous 9-carat yellow

gold, these delicate studs feature a unique

heart shape formed by two perfectly matched

marquise-cut lab-created diamonds, a

modern twist on classic romance.

76 | August 2025

STAND B36

@ I JF25, SYDNEY

HAIN

August 2025 | 77


STAND

D39

MERCERY JEWELRY COMPANY

mercery.com.cn

STAND

A05 & A07

LUMINOX


dgau.com.au

Mil-Spec refers to the military

standard from the US Department

of Defence. Luminox’s XL.3359.SET,

with a lightweight yet ultra-durable

CARBONOX+ 46mm case, Grade 2

Titanium bezel, and 300-meter water

resistance, meets these rigorous

technical standards and thrives in

the world’s toughest conditions.

STAND

C10

MARK MCASKILL JEWELLERY

markmcaskill.com.au

Introducing the new dress ring from Mark McAskill

Jewellery, featuring a stunning 9x7mm oval doublet

opal centre stone. This opal is accompanied by an

ornate halo of diamonds and London blue topaz

stones, masterfully crafted in a quality 9-carat

yellow gold mount. A true statement piece that

adds a touch of elegance to every collection.

MERCERY Jewelry is a forward-thinking

manufacturer with close to 20 years of experience

in designing, producing, and selling high-quality

jewellery. The company’s product range includes fine

piercing jewellery, machine-made gold pieces, fashion

jewellery in solid gold or silver, brass, and more.

Pieces featuring lab-created diamonds and colour

gemstone creations, as well as wedding collections,

will help you stand out in a dynamic market.

STAND

B49

STAND

A05 & A07

MONDAINE


dgau.com.au

NCF AUS

ncfaus.com

NCF AUS specialises in 925 Italian Silver

Jewellery, looking as nice as 18-carat gold

jewellery; however, at affordable prices.

Products are 100 per cent made in Italy

with stock available.

This Mondaine watch combines timeless

Swiss design with forward-thinking

innovation. Featuring a 41mm case crafted

from 316L stainless steel with up to 91 per

cent recycled content, this watch is powered

by an innovative solar movement. Beneath

the dial, solar cells harness both natural

and artificial light, storing energy in a

rechargeable battery. A charged battery can

power the watch for approximately 8 months.

STAND

D01

STAND

D01

NOMINATION ITALY

FASHION JEWELLERY

TIMESUPPLY

nomination-jewellery.com.au

New ready-to-wear fashion jewellery from

this iconic Italian Jewellery Brand. The ever

popular Colourwave range has new additions

in the Aurora collection offering beautiful,

softly coloured styles. Great for layering.

NOMINATION ITALY

COMPOSABLE COLLECTION

TIMESUPPLY

nomination-jewellery.com.au

More than 100 fabulous new link designs, featuring

sparkling colourful CZ’s and popular animal designs.

Excellent additions to the highly collectible and

unique Nomination Composable Bracelet Collection.

Hand made in Italy, with 18-carat gold, sterling

silver and 9-carat rose gold. Generates excellent

repeat business.

STAND

C42

OLYMPIC SWISS WATCHES

olympicwatch.com

Olympic Watch is a family-run

distribution business proudly servicing

Australia and New Zealand. With

decades of experience, the company

specialise in watches and clocks,

representing trusted brands including

Obaku, Rhythm, Smiths, alongside its

own brand Olympic. The company has

three in-house watchmakers and takes

pride in speedy after-sales service.

78 | August 2025


(02) 9417 0177 | dgau.com.au


August 2025 | 79


STAND

B10

PATERSON FINE JEWELLERY

pfj.com.au

Founded in 1935, Paterson Fine Jewellery is a trusted, familyowned

Australian wholesaler offering an extensive range of

high-quality jewellery for women, men, and children. With

decades of industry expertise, the company specialise in both

jewellery wholesale and manufacturing, delivering premium

products at competitive prices with quick turnaround times.

These designs are crafted in Australia and expertly produced in

a dedicated facility in Thailand to meet the highest standards.

STAND

B25

OOZOO TIMEPIECES - STEEL & BARNETT

oozoo.com.au

OOZOO timepieces are fashion items in every sense of the

word. OOZOO does not follow trends; it sets trends. Fashion

comes first, but it’s equally important to display the right

time. Steel & Barnett creates wrist jewellery you’ll love to

wear, whatever your style. Handcrafted in Belgium to a high

standard, these designs are sophisticated yet contemporary

because great style never goes out of fashion.

STAND

F13

PHILIPP PLEIN

DESIGNA ACCESSORIES


The Plein Royal Prestige. A timepiece

that exudes elegance and power.

Its dazzling design, adorned with

precious stones, is a testament to

luxury and sophistication. Either with

a mother-of-pearl or pavé crystal

dial, this timepiece is not afraid to

shine — a watch fit for a queen.

STAND

F13

PLEIN SPORT

STAND

F18

PINK KIMBERLEY

SAMS GROUP AUSTRALIA

pinkkimberley.com.au

This dragonfly piece is more than just an adornment.

It is a tribute to beauty in motion, a celebration of

life’s fleeting brilliance. Designed to be worn as both a

pendant and a brooch, it transitions effortlessly from

understated to a statement piece. Delicately set in

18-carat gold with captivating pink and white diamonds,

this piece embodies individuality and refinement.

DESIGNA ACCESSORIES


Experience bold design and performance

with the Viper Edition I.

These sleek silicone timepieces,

available in deep blue, striking

black, and timeless white, redefine

style with their durable construction

and ergonomic fit. The bold dial is

complemented by a meticulously crafted

case, featuring a dynamic shape that

merges sharp angles with smooth

curves, creating a striking and modern

silhouette. Designed for those who live

to conquer, the Viper Edition I is your

ultimate companion in every challenge.

STAND

D01

QUDO

TIMESUPPLY

qudojewellery.com.au

Qudo Germany offers a large and

diverse collection of interchangeable

tops for rings, bracelets, earrings

and necklaces. Like the bold new

Porto Cervo top Pavé set with

sparkling white crystals. It is a highly

collectible and adaptable range.

STAND

B36

RJ SCANLAN & CO

scanlanandco.com.au

Scanlan & Co. is a family-owned

company that has been servicing the

jewellery industry in Australia and New

Zealand for over 50 years. The company

specialise in premium European

jewellery - Dora Wedding Rings and Lux

Jewellery being major brands, as well

as Italian bangles, chains and earrings.

The company prides itself on innovation,

fair prices, and excellent service.

80 | August 2025

New Doppio

Collection

STAND

G02

RAD JEWELLERY WHOLESALE

radjewellerywholesale.com.au

At Rad Jewellery Wholesale, sophistication

has been ingrained in craft for many

generations. The company’s primary goal is to

engage in the mass production and wholesale

of fine jewellery featuring precious and

semi-precious gemstones. The product range

spans from basic classics to extravagant

and dressy pieces, including earrings, rings,

pendants, necklaces, and tennis bracelets. It

is sold to companies worldwide, thanks to our

excellent commitment and attention.

STAND

F13

ROSEFIELD

DESIGNA ACCESSORIES


The Gaia by Rosefield strikes a

balance between sophistication and

simplicity. The 30mm rounded case

gently hugs the wrist with its slim

silhouette, and the soft crème matte

dial offers a simple backdrop to four

Roman numeral indices. Finished

with a matte and shiny duotone

stainless steel bracelet, this watch

exudes vintage charm.

STAND

A42

RR DIAMONDS AUSTRALIA

Supplying Australia since 1974, RR Diamonds Australia

is a wholesale company spanning two generations.

Renowned for a specialisation in Argyle pink diamonds

and rare vintage jewels from famed maisons

worldwide, RR Diamonds also offers a selection of

important white diamonds up to 40 carats and beyond,

as well as a variety of exquisite colour diamonds and

ready-made jewellery. With a legacy built on trust

and expertise, RR Diamonds Australia is dedicated to

providing exceptional quality and unparalleled service.

(02) 9417 0177 | dgau.com.au August 2025 | 81


STAND

A29

SALT AND PEPPER

DIAMONDS

saltandpepperdiamonds.com.au

Salt and Pepper Diamonds specialises

in heavily included diamonds. The

company also carries a range of colour

gemstones and silver jewellery.

STAND

F18

SAPPHIRE DREAMS

SAMS GROUP AUSTRALIA

sapphiredreams.com.au

Celebrate the brilliance of Australian sapphires

with the Novena ring, which showcases a range of

carefully selected sapphires in graduating hues,

adding a touch of luxury to your everyday style.

The Marquise Maya ring features a single exquisite

sapphire as the centrepiece, secured by a simple

claw setting. These designs from Sapphire Dreams

offer unmatched timeless charm and sophistication.

STAND

A05 & A07

SEKONDA


dgau.com.au

Designed for the woman who knows her style,

the Monica features a sleek gold-tone bracelet

and matching case, effortlessly elevating any

outfit from ordinary to unforgettable. Sekonda’s

minimalist champagne dial is detailed with

delicate hour markers and slim hands, striking a

perfect balance between subtlety and statement.

STAND

A12

SOKLICH & CO.

soklichco.com.au

Inspired by the raw beauty of Australia’s

rainforests and oceanic volcanoes, the Lava

Collection fuses contemporary elegance

with organic form. Each piece flows with

sculptural lines and is crafted in your choice

of 9-carat or 18-carat white, rose, or yellow

gold. Adorned with natural gemstones,

Australian diamonds and luminous Broome

pearls, these Soklich & Co. designs

celebrate nature’s untamed energy.

STAND

H06

STAND

H22

TAIZHOU NINE’S IMPORT

& EXPORT TRADING CO.

ninesjewelry.en.alibaba.com

Taizhou Nine’s Import & Export

Trading Co. manufactures and

wholesales silver, solid gold and

stainless steel jewellery. The

company specialises in moissanite

and a wide range of both natural and

lab-created gemstones.

THE GTC

gtcgems.com

The Gemstone Trading Company is a highly

regarded and trusted colour gemstone

wholesaler based in Sydney. With an

extensive local stock holding of a wide

array of different gemstones - possibly

ones you’ve never heard of - the company’s

knowledgeable and approachable staff

strive to help with every order.

82 | August 2025

STAND

A05 & A07

THOMAS SABO


dgau.com.au

Introducing THOMAS SABO’S new Charm Club

Connect collection, an exciting new combination

of fresh styling options. New Connect bracelets

and necklaces, featuring Connect links, will

make mixing and matching easier than ever.

CUSTOM DIAMOND

JEWELLERY

STAND

F13

TIMEX

DESIGNA ACCESSORIES


The Marlin Quartz GMT features dual

time zone tracking, complementing the

‘60s Marlin. Housed in a 40mm polished,

recycled stainless-steel case, the sunray

dial features faceted markers, a date

window, and a sophisticated tonal GMT

index, accompanied by a prominent

red triangle GMT hand. This timepiece

features a vintage-style domed acrylic

crystal, paired with a brushed and

polished stainless-steel bracelet.

STAND

E45

TNK JEWELLERY

TNK Jewellery began mining for sapphires

in 1989 at the gemstone fields in Central

Queensland, and subsequently started

manufacturing jewellery. The company

also purchases various types of gemstones

from Thailand for retail and manufacturing

of jewellery, and specialises in Australian

opal from various sources.

STAND

D13

TUTU DISPLAY

tutudisplay.com.au

TuTu Display is located in Roseville.

The company offers custom design

for each unique retail store from the

ceiling to the floor and has colourful

wood veneer, stainless steel colour

card, marble, stone, fabric and leather

samples to choose from. Tutu Display

is a one-stop custom store fixtures and

cabinets manufacturer for all your needs.

ONLINE PORTAL

CAD & RENDERING

LOCAL SUPPORT

FAST TURNAROUND

PREMIUM QUALITY

FACTORY DIRECT PRICING

+613 9553 3777

info@westendcollection.com.au

www.westendcollection.com.au

August 2025 | 83



84 | August 2025

STAND

C35

TWM CO

twmco.com.au

Discover the TWM Co difference.

Australian-made wedding bands with

a seven-day turnaround and express

three-day service at no extra cost. The

3D Ring Builder app (mobile and web)

allows retailers to quote and order

instantly, with an optional white-label

website plugin available. Explore the new

display trays in light or dark finishes,

showcasing 89 of the best-selling

designs. All rings are fully customisable

and proudly crafted in Australia.

Australia’s Longest

Operating Watch Brand

ClassiqueWatches.com

STAND

D01

UNODE50

TIMESUPPLY

unode50.com.au

The new collections from UNOde50 Spain,

offer iconic and bold designs in silver and

gold plating, handmade in Spain. If you are

looking for truly unique statement jewellery

with organic styling, UNOde50 delivers.

STAND

A38

VANESSA JEWELRY

vanessajewelry.shop

Established in 2011, Vanessa

is renowned worldwide for its

specialisation in tanzanite fine

jewellery. As a pioneer in the marketing

of tanzanite products, Vanessa has

played an important role throughout the

supply chain, ranging from gemstone

purchases from mines to stone cutting,

jewellery design, manufacture, export,

wholesale, and even brand franchising.

STAND

D10 & E10

VIVIENNE WESTWOOD

WEST END COLLECTION

westendcollection.com.au

Vivienne Westwood’s latest collection

embraces the rising trend of watches worn

as statement jewellery. At the heart of

the collection is The Belvoir — a striking

timepiece available in black and gold or

pink and gold. Designed to be worn as a

bold bangle, it features the iconic Vivienne

Westwood Orb on the dial, merging elegance

with a touch of rebellious edge. Adding to

the allure is a beautifully crafted pendant

watch — a sophisticated piece that redefines

functional fashion with a vintage twist.

Become a stockist today

02 9290 2199

August 2025 | 85

86 | August 2025

INTERNATIONAL JEWELLERY FAIR 2025 | SHOW & TELL

STAND

D10 & E10

WEST END COLLECTION

CUSTOM DIAMOND

JEWELLERY PORTAL

westendcollection.com.au

West End Collection is proud to unveil its new Custom

Diamond Jewellery Portal, designed to streamline the design

process for jewellers. Upload any piece and receive a CAD,

photorealistic renderings, and a quote within 24–48 hours.

With local support and the strength of one of the world’s

leading diamond jewellery manufacturers behind it, West

End Collection offers: Factory-direct pricing; Fast turnaround

times and Exceptional quality craftsmanship. Experience

the future of custom design. Visit us at The International

Jewellery Fair for a live demonstration.

STAND

G36

WORLD SHINER

worldshiner.com

Established in 1996, World Shiner is a wholesale

company specialising in diamonds and fine diamond

jewellery, offering an extensive range of diamonds

in various sizes, shapes, clarity, and colours. The

company invites retailers to view the extensive

range of pink and white diamonds and 18-carat

high-quality jewellery. World Shiner is introducing a

range of colour gemstones at the show.

STAND

E12

STAND

A05 & A07

WOLF


dgau.com.au

WORTH & DOUGLAS

wdrings.com.au

Introducing ZiRO: The Elements Collection – a bold evolution

of our iconic Black Ring. Crafted to express individuality,

each ring is anodized in vibrant teal, blue, purple, gold, or the

classic black. Representing natural elements and personality

types, this curated collection brings colour, character, and a

fresh edge to the proven success of the ZiRO range.

The Bella Medium Jewellery Box brings

opulence and sophistication with its smooth

vegan leather lid, perfectly pleated sides, and

gold-finished interior frame and hardware.

Inside, find three LusterLoc lined removable

jewellery trays with 10 compartments for

necklaces, rings, bracelets and earrings, as

well as space for a handy removable vegan

leather zip pouch with an interior divider to

keep pieces separate and protected.

Come and see us sharing

with Imperial Jewels on

STAND C30

Perfect Fit

Our jewellers insurance solutions are

designed to match your business.

Gallagher brokers can provide risk and insurance advice

for the specific needs of jewellers.

JEWELLERS FAIR 2024

Visit us at stand B26

& enter our prize draw.

Australia's biggest importer of Antique

Jewellery selling wholesale to the Trade

Paul Hutchinson: 0414 630 012

Email: hutchinsonpaul340@gmail.com

Visit us at the 2025 Jewellers Fair.

AJG.com/au/jewellers

CONNECT WITH US

1800 222 012

bd@ajg.com.au

BUSINESS

Selling

The power of networking with other businesses

Searching for that special someone to expand your business?

DAVID BROWN provides a bulletproof guide to networking.

If you’re looking to drive more customers

to your store, networking with other

businesses and organisations can be

a game-changer.

It’s not just about selling your beautiful

pieces; it’s about building relationships

that can lead customers right to your door.

Here are a few tips to ensure your

collaborations are fruitful:

• Be Genuine: Approach potential partners

with a genuine interest in their business.

People appreciate authenticity and are

more likely to engage in partnerships that

feel natural.

Let’s explore how to effectively use

networking to attract new clients,

focusing on those who already have

your potential customers in their hands.

Who has your customers before you do?

• Follow Up: Send a follow-up email or

message after meeting someone at an

event or a networking session.

Express your interest in collaborating

and suggest a meeting to discuss ideas.

Think about it! Many businesses interact

with your ideal customers before they

even enter your store.

Identifying these connections can open

amazing opportunities for collaboration.

Here are some key players to consider:

• Wedding Vendors: One of the best

examples is the wedding industry.

Think about wedding planners, celebrants,

and venues. These professionals work

closely with couples about to make

significant purchases, like engagement

rings and wedding bands.

By forming partnerships with these

service providers, you can ensure your

store is at the top of couples' minds

when making decisions.

Why not reach out to local wedding

planners and offer to host a small event

at your store where they can bring their

clients for a private shopping experience?

You can provide refreshments and

showcase your best wedding pieces.

This builds relationships and gives their

clients a firsthand look at what you offer.

• Dating Sites & Events: Get in on the

ground floor when the relationship is

fresh. Many online dating sites exist where

you can advertise.

This is also becoming popular at a local

physical level, with speed dating evenings

proving popular with people who are time

poor and don’t want the impersonal swipe

of an app.

By networking with these professionals,

you can become the go-to source for gifts

and weddings.

This could involve onsite advertising,

providing products for promotional

purposes or sponsoring special evenings.

• Local Fashion Boutiques: Partnering

with nearby clothing boutiques can also be

beneficial.

These stores attract customers looking

for outfits, and by collaborating, you can

create a package deal.

For instance, a boutique could feature

your jewellery alongside their clothing,

and you could do the same in your store.

• Photographers: Local photographers

often work with clients who may also

be interested in jewellery, especially for

engagements and weddings.

By connecting with photographers,

you can discuss the potential for them

to feature your pieces in their shoots,

creating natural exposure for your

business.

• Beauty Salons & Spas: Think about

the last time you treated yourself to a

makeover or a day at the spa.

People who visit salons and spas are often

looking to feel and look their best, making

them ideal candidates for your product.

By partnering with beauty professionals,

you can create an experience synonymous

with your brand.

Networking is all about building

relationships.

People

appreciate

authenticity

and are more

likely to engage

in partnerships

that feel

natural.

• Offer Value: Consider what you can

offer your partners.

Whether it’s exclusive discounts, special

events, or promotions through your

channels, providing something of value

can strengthen your relationship.

• Stay Active: Join local business

organisations, attend community events,

and participate in trade shows.

The more you put yourself out there,

the more opportunities you’ll have to

connect with others.

Once you start networking, it’s essential to

measure the success of your efforts.

Track how many new customers come

through referrals and monitor your sales.

You can also use customer surveys to

discover how they heard about you.

Networking with other businesses and

organisations is an effective way to drive

customers to your store.

By identifying who already has your

potential customers and forming mutually

beneficial partnerships, you can create a

network of referrals that enhances your

visibility.

Remember, it’s not just about selling

products; it’s about creating connections

that sparkle as brightly as your pieces.

So, get out there, make those connections,

and watch your customer base grow!

DAVID BROWN is co-founder

and business mentor with Retail

Edge Consultants. Learn more:

retailedgeconsultants.com

88 | August 2025

BUSINESS

Management

Back to basics: The Mousetrap method

Feeling stagnant? Struggling to solve an issue in your business?

DOUG FLEENER suggests that you take the business back to basics.

Do you remember that classic board

game, Mousetrap? It was chaotic, clunky,

and oddly satisfying - when it worked!

You’d turn the crank, the boot kicked the

bucket, the marble dropped, the trap

snapped shut.

Unless something was off. Then? Nothing.

Just a sad boot in the air and a frozen

cheese wheel.

I bet you didn’t expect to read those

words today!

That’s how many people try to improve

performance. Whether in sales,

leadership, or just getting more done.

They build the whole thing but don’t

nail the two steps that matter most.

People often make the mistake of

assuming that every step in an approach

or process carries equal value; however,

not all steps are created equal.

In any outcome you’re trying to create or

improve, two steps change everything:

• The trigger that sets the whole thing

in motion

• The multiplier that dramatically

increases the chances of success

Miss the trigger? Nothing moves.

Miss the multiplier? The effort doesn’t

pay off. When you identify and focus

on these two steps, results don’t just

improve—they accelerate.

The Mousetrap Method in action

Think about your current process —

sales, hiring, coaching, and daily execution

— and what’s the one step that activates

it? That’s your trigger.

It doesn’t necessarily mean it’s the first

thing. Greeting a customer might be the

first step in an interaction, but it’s not the

moment that triggers conversion.

What’s the one step that amplifies impact?

That’s your multiplier. It’s not always the

obvious ‘final’ move either. In sales, many

think it’s asking for the sale, but by then,

it’s often already won or lost.

When coaching your employees, the

trigger might be asking a question that

makes them reflect on their recent

performance. The multiplier? The

employee executes a specific behaviour

or action immediately to improve their

performance.

Now, you might ask, isn’t every step in

Mousetrap critical? Yes, every step is

technically required.

If one part is misaligned, the whole

chain reaction fails; however, here’s the

difference: The trigger starts the motion.

The multiplier creates the outcome. The

rest? They're connectors.

Yes, they are important, but they

are meaningful only because of the

momentum and results they support. The

same goes for your business. You need a

solid process; however, your results come

from the most important moments.

Focus there! If you're failing, you don’t

need a new system. You just need to crank

the right part of the machine. That’s the

Mousetrap Method.

Always know your trigger. Improve your

multiplier. Higher performance and

results will follow.

People often

make the

mistake of

assuming that

every step in

an approach or

process carries

equal value;

however, not

all steps are

created equal.

No one talks about this enough.

Even the best leaders in business have

days when they feel flat or uninspired.

The difference?

Great leaders don’t wait for inspiration.

They practice it.

Here are three habits that help you stay

self-inspired and optimistic, no matter

what happens.

Own it: Optimism starts with ownership.

You don’t have to love your circumstances;

however, when you own them, you’re not

stuck. Own your mindset and own your

results.

When things go well, celebrate the role you

played. When they don’t own what needs

to change, they go back. Ownership builds

energy and drive.

Talk to yourself, not just your staff:

Self-talk shapes your energy, confidence,

and presence. What you say to yourself

matters.

Instead of “This is going to be a mess,”

try: “I’ve led through harder times than

this. I’ve got this.”

Alternatively, “I am positive we can make

this even better.” You can also say, “I’m a

strong leader with a great staff.”

Stay forward-focused: Inspiration fades

when you're stuck in what just happened.

Lift your head and ask, what’s next?

Where’s the opportunity?

Forward energy creates forward

momentum. Only look back for the

information you need to move forward.

And here’s something most people forget:

When you need inspiration, go give it.

Encourage someone, celebrate their

effort, and share a small win.

There’s a reason people say, “You can’t

keep what you don’t give away.”

It works for inspiration, too. You’re not just

leading others. You’re leading yourself.

In retail sales, the trigger might be getting

the customer physically engaged with the

product — touching it, trying it, interacting.

The multiplier? Getting them to share

what they like or don’t like — because now

they’ll tell you what they will and won’t buy.

You're one action away, starting today.

Staying inspired

As a business owner, you’re expected

to stay positive and bring the energy;

however, what about when you need it?

DOUG FLEENER is the author of

a book titled The Day Makes The Year

(Makes The Life).

Learn more: dougfleener.com

August 2025 | 89

BUSINESS

Marketing & PR

Email marketing tips to attract more customers

It’s easy to fall behind in a rapidly changing retail environment.

SIMON DELL says you must treat your email marketing strategy as constantly evolving.

Email marketing is not dead. It is more

alive than ever.

This could be your subject line, CTA button

colour, layout, or send time.

While social media grabs headlines

and ad platforms evolve daily, email

remains one of the most powerful tools

in a marketer’s toolkit. Why? Because it

delivers results more consistently.

Email marketing does the job with

minimal fuss and maximum return,

whether you are nurturing leads,

announcing product launches, or simply

reminding customers that you still exist.

That does not mean every campaign is

a home run. Cutting through the clutter

takes the right strategy, tools, and tone.

Nail your segmentation strategy

Sending the same email to your entire list

is a great way to be ignored. Segmentation

is how you avoid that fate.

By dividing your list into meaningful

groups based on behaviour,

demographics, or buying stage, you

can tailor your message to resonate

with specific audiences. This boosts

engagement, click-through rates, and

ultimately, conversions.

Start with simple segments like:

• New subscribers: Welcome series

and onboarding

• Engaged customers: Upsell and

loyalty campaigns

• Inactive users: Win-back emails

Craft subject lines that get opened

You could write the perfect email body;

however, if your subject line is dull, no one

will ever see it.

Subject lines are your foot in the door, so

treat them with the care they deserve.

A good subject line teases value, creates

curiosity, and speaks directly to the

recipient’s needs or interests. Below are

some tactics worth considering:

• Personalisation: Use first names or

location when appropriate

• Clarity: Avoid clickbait. Make your

offer clear

• Urgency and exclusivity: ‘Ends today’

or ‘For VIPs only’

Subject lines with fewer than 50

characters tend to perform better on

mobile. Emoji use is climbing, but it

should be used wisely. Overuse can hurt

open rates and brand credibility.

Looking for inspiration? Check out the

Really Good Emails website for subject

lines and layout examples.

Optimise for mobile

If your website isn’t optimised for mobile,

you risk losing 50 per cent of your

audience immediately.

In 2025, most of your customers will

check their emails on their phones. If your

layout does not load well, buttons are too

small, or images are broken, your email

will be deleted in seconds.

Designing for mobile is no longer optional.

It is essential, and here’s what you’ll need.

• Responsive templates

• Single-column layout

• Clear calls-to-action with

tappable buttons

• Short paragraphs and bullet points

Tools such as Litmus and Email on Acid

can preview how your email appears

on different devices and email clients,

helping you catch issues before you send.

A/B Test everything and keep learning

The beauty of email marketing is that it

is endlessly testable. You do not have to

guess which subject line will perform best

or which layout converts more readers.

You can test it.

A/B testing compares two versions of an

email by changing one element at a time.

That does not

mean every

campaign

is a home

run. Cutting

through the

clutter takes

the right

strategy, tools,

and tone.

• Pick a single variable to test

• Split your audience evenly

• Gather meaningful data

The insights you gain help you make

smarter decisions.

Automate with purpose

Automation is not just a time-saver;

it’s also a revenue driver. Automated

workflows allow you to send the message

immediately without lifting a finger.

However, too many businesses either

underuse automation or overcomplicate it.

The key is to automate with a purpose.

• Welcome series

• Abandoned cart reminders

• Post-purchase follow-ups

• Birthday or milestone emails

These workflows build trust and

encourage customer action at key

moments. Think of them as your 24/7

sales assistant.

Track all the metrics that matter

Not all metrics are created equal. Open

rates, while helpful, are no longer the gold

standard. The more aligned your metrics

are with business goals, the better you can

assess email marketing’s true ROI.

Too many businesses treat email

marketing like a checkbox. They send out

mass campaigns, hope for the best, and

then wonder why their list goes cold.

The truth is, email marketing is a living

system that responds to effort, strategy,

and constant improvement.

By focusing on segmentation, subject

lines, mobile design, A/B testing, and

thoughtful automation, you are not

just sending emails; you are building a

customer engine.

SIMON DELL is co-founder and CEO

of Cemoh, a Brisbane-based firm that

provides marketing staff on demand.

He specialises in digital marketing and

brand management. Visit: cemoh.com

90 | August 2025

BUSINESS

Logged On

Artificial Intelligence: The rise of the machines

Is it the next big thing or another experiment?

BARRY URQUHART discusses the rise of AI shopping agents.

Artificial Intelligence (AI) has usurped

cost-of-living as the dominant topic

in society, the marketplace and the

economy.

And now, in their latest incarnation, AI

shopping intelligence and technology are

marginalising consumers' direct presence,

roles, and influence.

A small but increasing segment is evolving

in the US. Consumers are briefing and

authorising artificial intelligence to search,

find, engage, purchase from, and arrange

delivery for products, services and

applications.

Skill gaps become evident rapidly, and

internal and external satisfaction levels

can decline.

Therefore, installing innovations and

change is only an initial phase. Ensuring

and optimising ‘fit’ may require attention,

time, and resources to facilitate, install and

support changes in structures, systems,

processes, and skill sets.

AI works best from a broad existing

database. Original and unprecedented

thoughts, texts, expressions, responses,

and actions have severely restricted

scopes.

However, there are notable limitations

and pushbacks.

In general, consumers enjoy and, in many

instances, prefer visiting bricks and

mortar stores, interacting with frontline

service providers and touching, smelling,

and personally selecting specific purchase

items.

What they dislike most is waiting in queues

on the phone, online, and at premises.

These queues can last hours with little

prospect or guarantee of success in

transacting a purchase.

Of particular relevance to AI shopping

agencies (or agentic purchasing) are

tickets to major events such as Taylor Swift

concerts, NRL State of Origin matches,

and Formula 1 racing.

Time-specific and limited opportunities,

including Black Friday sales, Click Frenzy

offerings, Cyber Monday discounts, and

Boxing Day discounts, also have relevance,

potential application, and advantages for

an AI shopping agency.

Consumers can nominate specifics,

including price ranges, models, brands,

style, colour, dates, seating locations, and

prioritised value packages.

Accordingly, AI agentic purchasing is more

relevant to non-discriminatory packaged

goods than to subjective, emotive, and

nuanced selected fashion, stylistic, and

fresh food options. Red is not red.

Ask Ferrari!

Better values

At present, AI agent sales represent less

than three per cent of the market share in

most categories.

The concept is limited in terms of

awareness, acceptance, and preference.

Moreover, time has value for some, but

not all. The bigger platforms, Amazon,

Google, and TikTok, have the capacity but

are reluctant to promote the offering lest

they lose control of supply chains.

Larger global, national, and regional

retail groups have been reluctant to

embrace the principles and capitalise on

the opportunities. Their algorithms can’t

interact with and conclude transactions

with many AI agent contacts.

Throughout Australia, Europe, and the

US, established brick-and-mortar retail

operations are sensitive to, and fearful of

evolving into figurative fulfilment centres in

which direct contact with their customers

is restricted, limited or non-existent.

In such cases, repeat business

recommendations, referrals, advocacy,

and lifetime values will be redundant.

Exposure to the prospects of leakage,

shrinkage, and obsolescence is daunting.

Another day, another use

As I’ve written about before, it’s easy to get

caught in the rush of Artificial Intelligence,

and it comes with consequences.

Enhanced efficiency, effectiveness and

productivity of innovations, technologies

and disruptive processes may not result

in better outcomes, advantages,

benefits and rewards for customers and

businesses. They can profoundly impact

morale, cohesion, job security, employee

attrition rates, customer service, and

service delivery.

In such cases,

repeat business

recommendations,

referrals,

advocacy, and

lifetime values

will be

redundant.

AI is fundamentally a tool that

complements existing human, systemic,

and structural resources. It does not and

should not be employed to replace them.

Operating in or from a void is hollow.

However, it comes with inherent costs,

strengths, weaknesses, limitations,

and needs. Each phase and step needs

to be explored, mined, refined, and

defined before acquisition, introduction,

implementation, and operation.

AI shopping agents are another example of

the possible uses of artificial intelligence

that are emerging. Many of the foreseen

consequences and costs for the current

and potential participants are not

quantifiable and represent existential risks

for some.

A fundamental issue extends beyond

the content and capacity of artificial

intelligence. That is the context in which

AI agencies fit in the business models of

countless, differing, and, in many cases,

long-established entities.

In all probability, this will be another

case study in which capital outlays in the

capacity for AI shopping agency (agentic

purchase) will not be matched with

investments in internal capabilities.

The potential will never be fully realised

because of existing philosophies, cultures,

purposes, practices, and people.

BARRY URQUHART is managing

director of Marketing Focus. He has been

a consultant to the retail industry since

1980. Visit: marketingfocus.net.au

August 2025 | 91

My Bench

Kate Rodgers

Robert Cliff Master Jewellers

• AGE: 24 • YEARS IN TRADE 6 • TRAINING: Four-year jewellery apprenticeship • FIRST JOB: MADE Designer Jewellery

FAVOURITE GEMSTONE Spinel.

FAVOURITE METAL 18-carat yellow gold.

FAVOURITE TOOL Tyler Bros mini clamp.

BEST NEW TOOL DISCOVERY Laser welder.

BEST PART OF THE JOB Being able to create

or repair sentimental pieces to last.

WORST PART OF THE JOB Never-ending cycle

of trying to remove polish from under my nails.

BEST TIP FROM A JEWELLER Have lots of reference

photos for what you want.

BEST TIP TO A JEWELLER If you’re not winning,

you’re learning.

BIGGEST HEALTH CONCERN ON THE BENCH:

Sedentary lifestyle.

LOVE JEWELLERY BECAUSE I get to work

on something new every day.

August 2025 | 93

OPINION

Soapbox

Risk, Reward, & Rough:

Advice for the next generation

How will your impact be remembered? Are you willing to try something new?

STEVE DER BEDROSSIAN provides words of wisdom for the future of the jewellery industry.

In the jewellery industry, family isn’t

just part of the story — in many ways,

it is the story. Across generations,

family-run businesses evolve from

humble beginnings into legacies.

In an industry defined by timelessness,

it is the bond of family that keeps the

tradition alive while embracing the

inevitable changes the future will bring.

Working with family is one of the greatest

privileges this industry offers. It's also

one of the most complex. There’s comfort

in the shared values and trust that family

brings, but also a fair share of challenges.

Differing perspectives and expectations,

and the weight of legacy, can create

friction. In the end, it’s deeply rewarding,

because you're building something

far greater than a business.

My father started our business just

three years after migrating to Australia

in 1964. Like so many people, he arrived

with little more than ambition and an

uncompromising work ethic. In those

early days, he would assemble thousands

of watches by hand, working tirelessly

to establish a foothold in the market.

Times have changed. He was once asked

what the biggest change in the industry

during his time has been. He joked that

35 years ago, he had memorised the

telephone numbers of everyone he would

need to contact. Today, he only knows

one phone number – his own.

I joined the family business in 1991,

and from the outset, it was clear that the

industry was evolving. Today, handwritten

invoices are largely a thing of the past;

everything is now digital. Most days,

I don’t even use a pen.

Over the years, I have watched as

consumer habits shifted and trends

began to influence even the most

traditional jewellery stores. One of the

most significant disruptions came in

the late 2000s, when Pandora’s branded

jewellery took the industry to a new level.

For many, it was an unexpected curveball.

More importantly, it gave retailers

the confidence that branding could

be successful for jewellery, as it had

been for watch brands.

With a background in marketing and

branding, I was convinced that the same

principles could be applied elsewhere and

that this jewellery model was here

to stay. It offered retailers a clear,

cohesive product range they could sell

with confidence, and consumers an

identity they could connect with.

At that time, our business was still

primarily focused on watches. Moving

into fine jewellery was a leap; however,

I’ve always believed in the strength of

Australian products, and pink diamonds

held a particular allure.

In 2009, I launched Pink Kimberley, a

brand positioned for the mid-range

market. The key challenge was convincing

retailers that they could confidently sell

higher-priced items in a branded format.

Fortunately, Pink Kimberley resonated

quickly. Certification played a significant

role in building trust, and the brand’s

comprehensive collection enabled

retailers to offer a cohesive product

range. This affirmed my belief that the

branded model was capable of more.

As that success grew, I remained curious

about what was next. I developed a

growing fascination with Australian

sapphires — an incredibly beautiful

and versatile gemstone that, for reasons

I couldn’t quite understand, remained

mysterious for most consumers.

I believed this gap presented a significant

opportunity; however, the challenge would

be greater than anything I’d faced with

pink diamonds. Still, the more I learned,

the more convinced I became.

During the COVID-19 pandemic and the

uncertainty of lockdowns in Australia, I

decided to take my next big ‘roll of the

dice’ and join a rough sapphire tender

hosted online.

It was a risky time to experiment. I was

nervous. I’d never participated in anything

like that before. The tender was held

virtually, and I placed bids on everything

that seemed high quality.

My initial plan was to acquire a few

parcels, cut them into different colours,

and experiment with designs.

This is the

beauty of

working in a

family business

— you’re never

starting from

scratch. You’re

continuing

a story.

Instead, I walked away with 28 lots,

nearly half the entire tender, amounting

to more than 440,000 carats. I had to

learn how to cut and polish sapphire.

The first collection I launched didn’t land

the way I hoped. Unlike pink diamonds,

which come largely market-ready,

sapphires demanded more.

The immediate success of Pink Kimberley

was a confidence booster. It seemed that

Sapphire Dreams would require more

creative problem-solving.

I didn’t walk away. I listened to the

feedback, went back to the drawing board,

and made adjustments. Slowly, the brand

began to take shape. Today, it’s defined

by the incredible spectrum of sapphire

colours — blue, teal, green, yellow, and

the uniquely Australian parti sapphire —

and by its sense of homegrown identity.

These two brands represent the most

significant challenges and proudest

achievements of my career. They also

speak to a broader truth about family

businesses in the jewellery industry.

Evolution doesn’t mean abandoning

the past. It means building on it.

If you believe in something — truly believe

in it — pursue it. That’s my advice for the

next generation of the jewellery industry.

Expect resistance, even from those

closest to you. It doesn’t mean they

doubt you; it means they care deeply

about what’s been built. When your

vision proves itself, they’ll see and

understand, and they’ll support it.

The same rules apply to the current

generation. When you see your children

passionate about something, trust them.

Give them the chance to take risks and to

make mistakes. That's how you learned.

This is the beauty of working in a family

business — you’re never starting from

scratch. You’re continuing a story.

Make sure you write your own chapter.

Name: Steve Der Bedrossian

Business: Sams Group Australia

Position: Owner

Location: Sydney, NSW

Years in the industry: 34

94 | August 2025

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August 2025 | 95

96 | August 2025

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