Jeweller - October 2025

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY OCTOBER 2025
Emerging Tech
TAKE A CLOSER LOOK AT THE
INNOVATIONS CHANGING JEWELLERY
Branded Brilliance
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ADVANTAGES OF BRANDED JEWELLERY?
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TAKE A CLOSER LOOK AT THE
INNOVATIONS CHANGING JEWELLERY
VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY OCTOBER 2025
HAVE YOU EMBRACED THE MANY
ADVANTAGES OF BRANDED JEWELLERY?
REVIEW THE LATEST PRODUCTS FROM
JEWELLERY INDUSTRY SUPPLIERS
OCTOBER 2025
Contents
This Month
Industry Facets
29
BRANDED
JEWELLERY
Unlock
advantage
Branded jewellery
has established itself as a
powerful tool for independent jewellery
retailers. Are you making the most of
this exciting opportunity?
11 Editorial
12 Upfront
14 News
22 Events
24
27
56
58
10 YEARS AGO
Time Machine: October 2015
LEARN ABOUT GEMS
Around The World: Pearls
MY BENCH
Brielle Prince
SOAPBOX
Gavin Baird
Features
29
37
BRANDED JEWELLERY
Open the door to a new generation of passionate consumers
CAD/CAM & EMERGING TECHNOLOGY
Experimenting with new approaches to meet rising demand
37
CAD/CAM & TECH
Premonitions
The jewellery industry is grappling
with increasing demand and savvy
retailers are experimenting with
new technology and blazing a trail
for others to follow.
43
OCTOBER BUYING GUIDE
Get familiar with the latest new releases from industry suppliers
Better Your Business
52
53
SELLING
GEORGANNE BENDER outlines the basic principles of successful customer service.
MANAGEMENT
JEANNIE WALTERS encourages you to go above and beyond for your customers.
54
55
MARKETING & PR
BARRY URQUHART reveals the keys to avoid 'information overload' in business.
LOGGED ON
TOM MARTIN explains the secret to credibility as an online retailer.
43 BUYING GUIDE
Are you ready
for something new?
Explore the latest exciting new releases
from the Australian jewellery industry's
leading suppliers.
FRONT COVER
Connoisseurs is the global leader in
jewellery cleaning and care, trusted
by jewellers and loved by customers
for keeping precious pieces sparkling.
Their innovative range of cleaners
and polishing products helps restore
brilliance to gold, silver, diamonds, and
gemstones, making jewellery shine
like new - quickly, safely, and effectively.
To learn more visit:
dgau.com.au/connoisseurs
Emerging Tech
Branded Brilliance
Stay Fresh
October 2025 | 9

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10 | October 2025

Editor’s Desk
Coming Soon: The Great Diamond Debate III
Is all fair in love and war? Are rules made to be broken?
SAMUEL ORD provides a sneak peek of an upcoming special issue of Jeweller.
Over the past seven years, the diamond
industry has undergone a profound
transformation, and for that reason,
The Great Diamond Debate is back, and this
time, the stakes have never been higher.
In contrast to typical trade media,
Jeweller concludes each year with a special
December issue that pushes beyond routine
reporting. This year, we return to one of
the jewellery industry’s most defining and
unresolved tensions: the divide between
natural and lab-created diamonds, and its
far-reaching implications for jewellers.
The Great Diamond Debate was published in
December 2018 and was sparked when the
De Beers Group launched Lightbox Jewelry.
While that special issue was expansive,
one central issue was at play: Did De Beers
embrace lab-created diamonds as a tactical
move to shape competitor practices and
avoid wholesale disruption? Or had the
company reconsidered its stance, accepting
that lab-created diamonds were not a threat,
but a complement to natural diamonds?
That special issue proved so popular that
The Great Diamond Debate II was published
the following year. This time, the coverage
was centred around pressures placed on
consumers by an onslaught of marketing
from an increasingly confused industry.
The world has changed since Jeweller last
visited The Great Diamond Debate. The
COVID-19 Pandemic reshaped global supply
chains, impacted consumer behaviour,
and redefined perceptions of luxury.
Global lockdowns accelerated digital retail.
Indeed, the jewellery industry was compelled
to adjust swiftly. Postponements to weddings
and engagements, supply chain shutdowns,
and the surge in online jewellery purchasing
reshaped businesses.
Meanwhile, younger buyers emerged
as a defining force in the market. Gen Z,
Millennials, whatever you want to call them –
these younger consumers have motivations
that are far too often generalised; however,
significant research has highlighted trends.
It can be said that a preference
for ‘experiences over products’ is
commonplace, and that cost-of-living
pressures and the increasing availability
of lab-created diamond jewellery have
altered attitudes towards luxury products.
Indeed, these changes have encouraged
many young consumers to question the need
for conventional natural diamond jewellery
to mark significant milestones.
Finally, the influence of technology on
retailing cannot be ignored. Artificial
Intelligence is still a relatively new
‘game-changer’ for the jewellery business.
Meanwhile, the dominance of social media
has intensified over the past seven years.
Taking a closer look at the diamond industry
specifically, and earlier this year, fierce
divisions emerged between advocates of
natural and lab-created diamonds over
several marketing campaigns with the
same message – ‘No more Mr Nice Guy.’
In May, De Beers announced it was
terminating Lightbox Jewelry after seven
years. The decision was supposedly
motivated by the dramatic decline in
lab-created diamond prices, and was
described as a commitment to the
future of natural diamonds.
In June, the Gemological Institute of
America (GIA) announced that it would
change the language used to describe
lab-created diamonds in certificates to
distinguish them from natural diamonds.
It was said that using descriptive terms
for the quality of lab-created diamonds –
‘premium’ and ‘standard’ - is appropriate,
as most fall into a very narrow range of
colour and clarity. As a result, the GIA will
no longer use the nomenclature created for
natural diamonds to describe these stones.
More recently, the World Jewellery
Confederation (CIBJO) confirmed plans to
review its position on lab-created diamond
terminology. It was said that lab-created
diamond businesses had 'taken advantage'
of CIBJO’s ‘inclusive approach’ to advance
their commercial interests, often at the
expense of the natural diamond industry’s
reputation and market share.
As a humorous aside, one thing has
remained the same across all three
issues of The Great Diamond Debate –
Donald Trump has been President of the US!
With that said, President Trump’s approach
to trade during his second term (2025-2029)
has undoubtedly had a greater impact on
the industry than the policies implemented
during his first term (2017-2021).
Just as beauty is
in the eye
of the beholder,
the right and
wrong way
to talk about
diamonds is still
up for debate.
What to expect from this special issue?
The Great Diamond Debate III will feature
perspectives from across the global jewellery
industry. Some contributors from previous
issues will return, while others will voice their
opinion for the first time.
Each contribution will take its own approach;
some will delve into data such as price
trends, sales figures, and market dynamics.
Others will confront more abstract questions:
What do today’s consumers really want? How
should companies market lab-created and
natural diamonds? What defines right and
wrong in an industry with so much room
for interpretation?
What makes The Great Diamond Debate
compelling is the sheer breadth of areas
that may be covered, whether they be
practical or philosophical.
On the one hand, we have the raw numbers
– lab-created diamond pricing, softening
demand for natural diamonds, and the
ongoing challenge of distinguishing between
the two categories and determining what
is and is not connected.
On the other hand, the language used to
describe diamonds is a minefield.
Terms such as ‘lab-created’, ‘lab-grown’,
and ‘synthetic’ all carry implicit connotations
and, by extension, associations with quality,
origin, and value.
Just as beauty is in the eye of the beholder,
the right and wrong way to talk about
diamonds is still up for debate.
The Great Diamond Debate has never set
out to crown a victor. There is no sweeping
conclusion or definitive winner in this series.
What we’re after is something more subtle:
a complete understanding of the terrain.
By ‘terrain’, I mean an understanding of
the forces that are shaping the future of the
diamond industry.
These articles won’t represent a swinging
fist aiming for supremacy. Instead, each will
provide a viewpoint, or a piece of the map.
Taken in totality, this special issue will chart
the world of diamonds as it stands.
SAMUEL ORD
EDITOR
October 2025 | 11

Upfront
Rewind: Best Bench Tip
Stranger Things
Weird, wacky and wonderful
jewellery news from around the world
NOVEMBER 2015
Monster diamond
The Gemological Institute of
America (GIA) has examined a
gigantic 2,488-carat gemstonequality
rough diamond unearthed by
Lucara Diamond Corp last year.
The diamond was discovered in
August 2024 at the Karowe mine
in Botswana. The GIA described the
diamond as consisting of several
large gemstone-quality blocks with
few inclusions.
Think outside the box
A special exhibition dedicated
to ‘surrealist jewellery’ will open
in London in the coming weeks,
featuring pieces from renowned
artists. At the Louisa Guinness
Gallery in London, the ‘Surrealist
Jewels 101’ exhibition will open
on 26 September. Organisers
say the exhibition has been timed
to celebrate the 101st anniversary
of surrealism beginning in Europe
as an art and cultural phenomenon.
“Never be afraid to try
a new way of doing
something. Time taken
to get each step of a job,
where it needs to be along
the way, will result in a
better and faster job.”
NATALIE HANDLING
FAIRFAX & ROBERTS
HISTORIC GEMSTONE
The Rockefeller Sapphire
The Rockefeller family is one of the most
powerful in US history, and so it should
come as no surprise that members became
accustomed to the finer things in life.
Among them is the Rockefeller Sapphire, a
66-carat internally flawless sapphire with
an exceptional 'cornflower blue' colour.
The gemstone entered the Rockefeller
dynasty in 1934 after John D. Rockefeller, Jr.,
purchased the sapphire from an Indian Maharajah.
In the early 1940s, skilled jewellers Pierre Cartier
and Raphael Esmerian collaborated to re-cut the stone into
a magnificent brooch, flanked by calibre-cut sapphires and
diamonds. The sapphire was later sold for $USD2,850,000,
which at that time, was a world record.
Timeless Trends
Bold beading is a jewellery trend
featuring large, vibrant beads in
striking colours and textures. It
embraces maximalism, often layering
chunky necklaces or bracelets for
statement looks. This trend celebrates
individuality, playful design, and cultural
influences with eye-catching appeal.
Images: Trollbeads
Images: The Times
Search for stone ends
After a month-long search for a
special stone, a New York woman has
unearthed a 2.3-carat diamond at
a popular state park in the US. The
Crater of Diamonds State Park in
Arkansas is the only public diamond
mine in the US and has a ‘finders
keepers’ policy for visitors to search
the area. More than 360 diamonds
have been registered at the state park
so far this year. Last month, 31-yearold
Micherre Fox discovered the
diamond, which she told locals would
be used for her engagement ring.
New lab-created diamond
certification system
The Gemological Institute of America
(GIA) has confirmed the details of its
new grading system for lab-created
diamonds. The organisation will begin
issuing certificates with the updated format
on 1 October, using the terms ‘premium’ and
‘standard’ to describe lab-created diamonds,
rather than traditional nomenclature. Every
diamond that meets the GIA’s criteria for a
certification will have a laser inscription using the term grown’ along with a quality-assessment number. Diamonds that
‘laboratory-
don’t reach the requirements for ‘standard’ will not receive a report.
Campaign Watch
The Swatch Group has issued an
apology after receiving backlash
over a marketing campaign
deemed racially insensitive by
consumers. The Swiss watchmaker
released an advertising campaign
for its Essentials Collection, which
featured an Asian model making a
‘slanted eye’ gesture.
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 • Journalist Jane Castro editorial@jewellermagazine.com
• Production Prince Bisenio art@befindanmedia.com • Digital Coordinator Riza Buliag riza@jewellermagazine.com • Accounts Julia Carvalho 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.

Since 1962, Duraflex Group Australia have been proudly distributing international
jewellery and watch brands. (02) 9417 0177 | www.dgau.com.au
October 2025 | 13

News
Bold new direction plotted for Australian Opal Association
The Australian Opal Association is in the midst of
a strategic overhaul, releasing a new brand look
and outlining key goals for the years ahead as the
industry navigates turbulent economic conditions.
The Association hosted its annual general meeting
in conjunction with the Australian Opal Exhibition
on the Gold Coast in August.
The meeting was attended by more than 20
members, and a new committee was elected,
with Ruth Benjamin-Thomas returning for
another term as president. Among the
developments at the meeting were changes to
the organisation’s membership structure and
the launch of a new logo and style guide.
The logo and style guide are for use across trade
publications, websites, and in-store materials.
The Australian Opal Association currently has
approximately 70 members, and Benjamin-Thomas
said that after gathering crucial feedback from
the industry, the organisation has outlined
some core goals.
“As a committee, we’ve spent the past 12 months
gathering feedback from members about what they
want and need from an organisation such as ours.
We knew that it was time for some revitalisation,
but we didn’t want to make any snap decisions
purely for the sake of doing something new,”
Benjamin-Thomas told Jeweller.
“We’ve updated our branding and are in the process
of formalising our name change and a revamp of
the website. We’ve also done a lot of work on some
backend processes that most people won’t notice,
but I think they’ll be really important to the value
that we can offer our members.
“We aren’t interested in positioning ourselves as
the beginning and the end of the opal industry.
We’re a small association that’s ready to grow,
and more than anything, we want to meet people
where they are at.
"We need to provide services that people need, and
the feedback we’ve gathered over the past year will
help us on that mission.”
Promoting the Authenticity Program has been
identified as a priority. In the past, an in-person
written test and practical examination were required
for members to be able to issue certificates of
authenticity. It has been determined that the written
test will be moved online to allow members from
across the country, as well as globally, to participate.
The practical test will still need to be completed in
person, and will be available to members in selected
Australian capital cities, as well as seasonally at the
Tucson and Hong Kong trade shows in 2026.
“There isn’t a laboratory in Australia that
offers certification for opal on a large scale.
"Opal is such a specialised field, and so the
Association provides its members with the ability
to provide certification once they’re qualified,”
Benjamin-Thomas continued.
“We’re updating that process to make it more readily
available, and we’re updating the questions so they
align with CIBJO’s classification. This is the start
of the journey, and we’re working towards a future
where our members are proud to be a part of the
Australian Opal Association.”
Australian consumers vent frustration over online jewellery retail scammers
Recent reporting has highlighted mounting
consumer anger with online jewellery retail
scammers targeting the Australian market.
Earlier this year, the increasing prevalence of ‘ghost
store’ scammers received mainstream media
coverage. These online retailers use misleading
and deceptive tactics to fool local consumers into
purchasing products, including false claims that the
business is based in Australia or New Zealand.
A report published by CHOICE has documented
the many frustrations that local consumers have
encountered when shopping with these online
retailers, including various failures to adhere to the
Australian Consumer Law (ACL).
“In reality, these stores don't exist beyond carefully
curated websites and stylish pages on social
media. Rather, many are likely run by people based
overseas and operate as drop shipping schemes,”
writes Liam Kennedy.
“Drop shipping refers to when a retailer hasn't
bought, stored or shipped any of the products it's
selling. Rather, this side of the business is run by a
third party in a different location. Drop shipping can
be used by legitimate businesses, but ghost stores
abuse this process by misleading consumers into
thinking they're entirely based in Australia.
“On top of this, they then tend to sell poor-quality
products at overblown prices and withhold refunds.
"A persistent consumer seeking their money back
will eventually discover the goods have to be sent
back overseas at their own expense before a full
remedy can be provided.”
One consumer quoted in the report levelled criticism
at social media companies, including Facebook,
Instagram, and Shopify, for a perceived failure
to prevent these scams from occurring on their
respective platforms.
Jewellers behaving badly
Meanwhile, a report published by The Canberra
Times has documented the impact of the ‘ghost
store’ scam in the local market, highlighting an
example of an online jewellery retailer engaging
in misleading and deceptive conduct.
The example provided was Olivia & Jack Jewellery,
which claims to be based in Canberra. The retailer’s
website features an ‘Our Story’ section, which
provides a ‘heartwarming’ background for the
business and its supposed owners.
As the report notes, another website for a retailer
based in Canada has the exact same information.
Queensland University of Technology retail professor
Gary Mortimer told the publication that Australian
consumers are battling with a new generation of
scammers.
"It's incredibly difficult to shut [these businesses]
down. The problem is that once you click on one link,
suddenly your Instagram feed, your Facebook feed is
filled with these types of businesses,” he explained.
The report notes that some of these stores will
deliver a low-quality version of the advertised
product, while others won't deliver anything at all.
Images of jewellery published on Olivia & Jack
Jewellery resemble those of products on Temu,
a Chinese e-commerce retailer known for its
inexpensive products.
"The ones that come from overseas, the majority
are coming out of China," Mortimer explained.
"It is literally Chinese businesses that would
normally produce poor-quality products for the
likes of Temu; they've gone, we can actually create
some imagery and make it look very professional...
and by doing so, we can sell this poor-quality
product for a relatively high price.”
Jeweller recently published the findings of
an investigation into ghost stores operating
in Australia.
14 | October 2025

News
Centrestone’s Jewellers Block policy launched
After years of development, Centrestone Jewellery
Insurance has launched its business insurance
product, Centrestone Jewellers Block.
For nearly a decade, Centrestone Jewellery
Insurance has provided Australia’s jewellers with
comprehensive insurance that protects their
customers and ensures any claim goes back to
the customer’s preferred jeweller.
A Jewellers Block policy is a specialist insurance
package designed to protect a jewellery business,
providing coverage for everything from loss,
damage and theft of jewellery stock and contents,
business interruption cover, public and products
liability insurance, cyber insurance, cover for
sendings and machinery breakdown.
Centrestone managing director Lachlan Renshaw
said the policy is designed to ensure that jewellery
businesses can operate with confidence and peace
of mind.
“We’re jewellery insurance specialists – that’s
all we do – and something we’ve heard from
many business owners over the years is that
there is sometimes a misalignment between the
cover they have and the cover they need,” he told
Jeweller.
“We already work with many Australian jewellers
to insure their customers, and they have been
asking us for this for years. It’s taken us around
two years to get the product live. We really went
back to square one to ensure that the policy is
optimised for jewellery businesses.
“In recent years, we’ve heard many stories from
jewellery business owners about the trouble
they’ve had finding the appropriate coverage for
their businesses. Insuring a jewellery business is
not the same as insuring a normal retail business.
"It’s a nuanced industry, and because of our
expertise and specialisation within the jewellery
industry, Centrestone is well-positioned to offer a
specialised service that serves the unique needs
of jewellery businesses.”
The policy has been crafted for retailers, suppliers,
and manufacturers combining multiple covers in
Crime Stoppers Australia (CSA) is partnering
with shopping centres across Australia to tackle
rising retail theft and promote protecting staff,
customers, and business operations.
A new campaign will target more than 100
shopping centres, running from September to
October 2025 during the Spring school holidays
and January 2026 for the back-to-school period.
According to CSA chair Ian Stewart, the campaign
unites shopping centres, staff, and customers in
keeping communities safe.
a flexible policy that includes theft and burglary,
accidental damage, fire, and losses that may occur
during exhibitions and courier shipments.
In August, Centrestone launched its Jewellers
Block policy at the International Jewellery Fair in
Sydney. Renshaw said that the feedback from the
industry has been overwhelmingly positive.
“It was great to receive so many different
questions about the coverage we can provide with
this policy. I think the best way to explain it is that,
with the flexibility it provides, it’s a ‘choose your
own adventure’ situation,” he explained.
“Just like any business insurance policy, jewellers
can choose their limits and identify exactly what
coverage they require for their business. With a
deep understanding of how jewellery businesses
operate, we can assist in ensuring the correct
levels of cover are in place.
"We’re here for everyone in the jewellery industry
and in recent weeks we’ve provided cover for
small, stand-alone independent jewellery stores,
larger multi-store chains and wholesalers.”
Renshaw added: “It’s important to know that
our philosophy as a business remains the
same; exceptional customer service remains
at the forefront of our offering. Just like with
Centrestone Jewellery Insurance, when a
customer makes a claim, as soon as it’s approved,
we want the claim settled as soon as possible.”
Centrestone Jewellery Insurance was launched
in 2016 and works with more than 1,000 jewellery
stores across Australia.
Shopping centres launch push against retail crime
“Shopping centres are part of the heartbeat of our
communities – and everyone who walks through
their doors has the power to help keep them safe.
Everyone who walks through their doors has the
power to help keep them safe,” he explained.
“Increasing our presence in shopping centres
will enable us to bring greater awareness to the
importance of community intelligence and to
encourage people to contact Crime Stoppers.”
Retail theft is outpacing other types of crime,
according to the Australian Bureau of Statistics.
September to remember:
Jewellery sales spike
The latest analysis of independent jewellery stores
in Australia has been highlighted by increasing
sales for the fifth consecutive month.
The latest report from Retail Edge Consultants
documented a 10 per cent increase in sales
during September on a year-on-year comparison
and a 2.3 per cent improvement on a two-year
comparison.
Unit sales improved by 2.1 per cent on a year-onyear
comparison, while average retail sale (inventory
only) reached $314, an increase of 11 per cent by the
same metric.
General Manager Leon van Megen said this report
highlights the significant value consumers place on
quality when making purchasing decisions.
“This underlines the continuing trend of
fewer items being purchased overall, with
spending concentrated in higher-value pieces,”
van Megen said.
“The sustained increase in transaction value is
balancing out reduced unit volumes, reinforcing
the quality-first purchasing trend.”
In terms of specific categories, diamond
jewellery sales modestly declined by 1.6 per cent
in September, while colour gemstone jewellery
improved by 22 per cent on a year-on-year
comparison.
Sales of jewellery without a diamond or colour
gemstone improved by 16 per cent, while silver
and alternative metals jewellery spiked by
25 per cent compared with September 2024.
“This remains a strong performer at value-driven
price points, supported by affordability and
everyday wearability,” van Megen explained.
“This segment continues to capture price-sensitive
demand, proving resilient against shifts in
discretionary spending while expanding its
relevance through variety and accessibility.”
The report noted a decline in laybys, new incoming
services, such as repairs, and special orders.
The 10 per cent increase in jewellery sales
documented in September follows positive
performance in August (4 per cent), July
(7 per cent), June (1.3 per cent), and
May (3.9 per cent).
October 2025 | 15

News
Green Jewel Collection: Show-stopping emerald
and pink diamond collection released
Earth Magic III
Pendant
The latest installment of the Green Jewel Collection,
a unique collaboration between Muzo Emerald and
Argyle Pink Diamonds, has been launched.
Described as a blend of the ‘iconic depth of Muzo
Green with the delicate allure of Argyle Pink’, the
latest collection – Elements – is the fifth in the
series since the collaboration began in 2018.
There are 25 stunning pieces in this collection,
designed and created by Singapore-based
Australian jeweller John Glajz. Each piece
features an emerald centrepiece, with the
gemstones sourced from the Muzo emerald
mine located in Boyacá, Colombia, and pink
fancy colour diamonds from the Argyle Diamond
Mine in Western Australia.
“Since its debut in 2018, the Green Jewel concept
has become renowned as something unique and
sought after in the world of high jewellery,” Glajz
explained.
“It has been an honour to be given the trust
to create it and the free rein in its development.
I am extremely grateful to my own team for their
painstaking efforts and unwavering support in
the development of these collections.”
Helena Ring
”The most important item in the collection is
the Earth Magic III pendant which features a rare
and magnificent, 10.63-carat no oil Muzo Emerald
flanked by exceptional Argyle pink, red and
blue diamonds.”
Among the other highlights is the Helena Ring,
featuring a 9.88-carat Muzo Emerald surrounded
by 12 heart-shaped white diamonds and
enhanced by 1.18-carats of Argyle pink
diamond set in platinum and 12-carat gold.
Another eye-catching selection is the Sophia
Ring, featuring an oval shape 6.69-carat
emerald surrounded by a halo of fancy vivid
pink diamonds set in 18-carat gold. Rio Tinto’s
Patrick Coppens said each new release to
the series was undoubtedly inspiring the next
generation of jewellers to experiment with unique
combinations.
“For almost a decade now, the creative
collaboration between Argyle Pink Diamonds
and Muzo Emeralds has inspired an incredible
collection of jewelled treasures,” Coppens said.
“This unique alchemy, embodying the hauntingly
beautiful East Kimberley region of Western
Hana Ring
Australia and the breathtaking beauty of
Colombia, is creating a legacy of beauty with
integrity for generations to come.”
The Hana Ring includes a 6.74-carat emerald
with two half-moon white diamonds, set with
pink and white diamonds in platinum and
18-carat gold.
Another show-stopper is the Virdidissima Ring,
a trinity ring with three emerald-cut emeralds
totalling 5.72 carats, outlined by 0.78 carats
of pink diamonds and 1.06 carats of white
diamonds, set in platinum and 18-carat gold.
Muzo Emeralds’ Aricie de Sainte Preuve said
this collection challenges traditional conventions.
"This collection is yet another testament to
the rare harmony between these two legendary
sources, uniting nature’s most exquisite
treasures in unprecedented fusion," she
explained.
“By blending the iconic depth of Muzo Green with
the delicate allure of Argyle Pink, this alliance
not only redefines conventional gemstone
combinations but also introduces a bold, modern
vision to the world of high jewellery.”
Fanciest of them all: Rio Tinto announces final Beyond Rare Tender
Rio Tinto has confirmed the details of its final
Beyond Rare Tender, featuring 52 lots of fancy
colour diamonds.
The company will offer a collection totalling
45.44 carats of diamonds, called Into the Light,
which includes its inventory of pink, violet and
red diamonds from the Argyle Diamond mine.
The tender will also include diamonds from
the Diavik Mine in Canada, which is expected
to close next year.
Among the attractions are a fancy red diamond,
along with 12 fancy violet stones and 76 fancy
pink, fancy purple-pink and fancy purplish-pink
diamonds.
Patrick Coppens, general manager of sales
and marketing, said it was a diamond collection
unlike any other.
“It is hard to overstate the importance of this final
collection. No other mining company in the world
has custody of such an exquisite collection of
diamond colours, shapes and sizes,” he explained.
Among the collection are six ‘masterpieces’. The
tender will also include 39 single diamonds and
seven curated sets. Rio Tinto will also offer a
6.12-carat, fancy-vivid-yellow diamond from the
Diavik Mine.
The company will exhibit in Hong Kong, Australia,
and Antwerp, with bids closing on 20 October.
16 | October 2025

October 2025 | 17

News
CIBJO's lab-created diamond revision
The World Jewellery Confederation (CIBJO) has confirmed plans to
review its position on lab-created diamond terminology at an upcoming
event in October.
At the 2010 Congress in Germany, CIBJO approved a resolution to permit
the use of alternative terms of lab-created diamonds, including ‘synthetic’,
‘laboratory-grown’ and ‘laboratory-created’. The use of words that could be
easily misinterpreted, such as ‘real’ or ‘genuine’, is discouraged.
At the upcoming Congress in Paris (27-29 October), the organisation has
confirmed it will review this policy, a decision that comes amid significant
industry tension regarding the marketing of natural and lab-created
diamonds. CIBJO will also hold discussions regarding the ‘4Cs’ grading
and its application to lab-created diamonds, following recent changes to
certification practices by the Gemological Institute of America (GIA).
President of CIBJO’s Diamond Commission, Udi Sheintal, addressed
the current state of the diamond industry.
“Many in the synthetic diamond sector — along with some grading
laboratories and major retail chains — took advantage of our inclusive
approach to advance their commercial interests, often at the expense
of the natural diamond industry’s reputation and market share,"
Sheintal said.
“Most laboratories quickly began applying the 4Cs grading system, originally
developed for natural diamonds, to synthetic stones. Grading in this manner
is a practice that I believe is fundamentally flawed and misleading. A natural
diamond’s grade is ultimately the result of random geological processes,
with the rough stone having formed without any human intervention.
“Synthetic diamonds, on the other hand, are produced under tightly
managed conditions. The features of a man-made stone can be
predetermined, and ensured through strict quality control in the factory.”
Sheintal continued: “Indeed, on occasion, the presence in synthetic
diamonds of inclusions or other characteristics that typically are
examined for when grading natural stones can be the result of intentional
engineering — often to imitate natural imperfections.”
The proposal builds on a 2018 initiative by CIBJO and eight leading global
diamond organisations to establish a Diamond Terminology Guideline.
GIA's new lab-created diamond rules
The Gemological Institute of America (GIA) has confirmed the details of
its new grading system for lab-created diamonds.
In June, the GIA announced that it would change the language used to
describe lab-created diamonds in certificates to better distinguish them
from natural diamonds.
The organisation will begin issuing certificates with the new updated format
on 1 October, using the terms ‘premium’ and ‘standard’ to describe
lab-created diamonds, rather than traditional nomenclature.
These ratings will be determined by the clarity, colour, and cut of the
diamonds. Discussing these changes, new CEO Pritesh Patel emphasised
that the GIA’s work should reflect market conditions.
To qualify for the ‘premium’ label, lab-created diamonds must be D colour
and have a minimum clarity of VVS with excellent polish and symmetry. The
‘standard’ label will be used to describe diamonds with a colour range of
between E to J with VS clarity. They must also have a polish rating of ‘very
good’, as well as additional symmetry requirements.
Every diamond that meets the GIA’s criteria for a certification will have a
laser inscription using the term ‘laboratory-grown’ along with a qualityassessment
number. Diamonds that don’t reach the requirements for
‘standard’ will not receive a report.
18 | October 2025

October 2025 | 19

News
Hunt continues for jewellery store boss
An exclusive report into the collapse of a luxury jewellery retailer in the
UK has outlined several severe allegations.
In 2013, diamond dealer Vashi Dominguez rebranded his business,
previously known as Diamond Manufacturers, to Vashi, and soon
expanded to seven stores across London.
The company collapsed in 2023 with more than £170 million ($AUD350
million) in debt, and according to the report from BBC Panorama,
Dominguez vanished.
The report alleges that investors were told that the company’s
diamond inventory was valued at more than £150 million; however,
a later assessment proved it to be around £100,000.
In the report, former sales staff alleged that they were instructed to sit at
work benches and pretend to be goldsmiths or diamond-setters. It was
described as a ‘total façade’.
"It was a whole elaborate show that Vashi would do with the clients, to
show that they've got so many orders and this is how busy we are - this
is why you should really be investing into Vashi," an individual explained.
Another former employee alleged that the company was purchasing
smaller or lower-quality diamonds than customers had paid for and
removing inscriptions.
The report details outrage from investors over a perceived lack of response
from authorities at the Metropolitan Police and Serious Fraud Office.
Rolex dragged into US political feud
Swiss luxury watch juggernaut Rolex has faced criticism for hosting
President Donald Trump at the US Open, with political opponents
suggesting that the company is attempting to ‘sidestep’ tariffs.
President Trump announced in August that a 39 per cent levy would be
placed on Switzerland’s exports, a higher rate than those faced by the
European Union and the United Kingdom. The US President has since
been spotted at the Rolex midcourt box during the US Open’s men’s
singles championships.
Massachusetts Democrat Senator Elizabeth Warren has since written
to Rolex CEO Jean-Frederic Dufour, questioning if the company was
attempting to 'curry favour' and drawing comparisons to companies such
as Apple and Nvidia that have faced similar accusations.
“This invite raises questions about whether you are cultivating a relationship
with President Trump in attempts to secure lucrative tariff exemptions for
Rolex products,” Warren wrote.
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Operating Watch Brand
ClassiqueWatches.com
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“Given the President’s record of doling out special treatment to CEOs
who are able to woo him with flattery, payoffs, or both, the timing of his
attendance at the match in the Rolex box is concerning.
“I have questions about whether you are attempting to curry favour
with the President in an effort to secure special-interest exemptions
for Rolex products.”
As reported by CNBC, White House spokesperson Kush Desai
dismissed Warren’s letter as an ‘asinine conspiracy theory’ when
approached for comment.
According to The Guardian, Dufour has issued a response to Warren’s
letter, denying that the occasion prompted any substantial discussion
about the tariffs.
Responses to the tariffs have been mixed among the Swiss watch industry,
as the Swatch Group recently released a special edition timepiece that
poked fun at the ongoing trade controversy.

News
Blue diamond expected to dominate
November auction
A blue fancy colour diamond is headed to auction in Geneva in November
with an eye-popping price tag.
The headline of the 11 November Magnificent Jewels sale, hosted by Christie’s
in Geneva, will be the Mellon Blue.
Set in a ring, the stone is a 9.51-carat fancy vivid blue diamond that is
internally flawless. It will enter the auction with an estimated return of
around $USD30 million ($AUD45.7 million).
The diamond was once set in a pendant and belonged to Rachel Lambert
Mellon, a horticulturist, philanthropist and art collector.
Mellon’s grandfather, Jordan Lambert, was the inventor of Listerine.
Highly regarded, Mellon’s garden designs can be seen at the White House.
The diamond was sold for $USD32.6 million at Sotheby’s in 2014,
setting a world record price for a blue diamond. Christie’s will preview
the Mellon Blue in Saudi Arabia, Shanghai, Hong Kong, Bangkok, and
New York before the auction in November.
Surrealist jewellery showcase
celebrates cultural anniversary
A special exhibition dedicated to ‘surrealist jewellery’ will open in London
in the coming weeks, featuring pieces from renowned artists.
At the Louisa Guinness Gallery in London, the ‘Surrealist Jewels 101’
exhibition will open on 26 September. Organisers say the exhibition has
been timed to celebrate the 101st anniversary of surrealism beginning
in Europe as an art and cultural phenomenon.
The exhibition features jewellery made by artists such as Salvador Dali,
Man Ray, Max Ernst, Niki de Saint Phalle, and Claude Lalanne, among
others. In a statement, organisers Louisa Guinness said it was a
collection that took years to develop.
“This isn’t just a jewellery show about surrealism, it’s a surrealist
experience,” she explained.
“I have spent years collecting and curating artist-made jewellery, and
I know when a piece pushes boundaries.”
“I chose these works because they each capture something surreal,
something unforgettable. Whether it’s a master or a new voice, the artists
in this show are all speaking surrealism, that’s what matters.”
One highlight is Dali’s 1949 brooch, ‘Eye of Time,’ created from platinum,
diamond, ruby, and enamel. The piece depicts a crying eye set in a clock and
is appearing in public in London for the first time in more than 50 years.
Historic examples will be showcased alongside contemporary designers,
including Hannah Martin, Wenju Tseng, Martina Kocianova, Veronika Fabian,
Jiayang He, and Roei Palant.
October 2025 | 21

Events Not to Miss
UPCOMING EVENTS
2025 & 2026 Calendar
29 OCT
–
31 OCT
OCTOBER
10
NOVEMBER
11
DECEMBER
12
JAPAN
International Jewellery Tokyo
Autumn
Pacifico Yokohama
YOKOHAMA, JAPAN
ijt.jp/autumn/en-gb.html
11 NOV
–
13 NOV
01 OCT
–
04 OCT
Istanbul Jewelry Show
Istanbul Expo Center
ISTANBUL, TURKEY
istanbuljewelryshow.com
05 NOV – 11 NOV
Jewellery Salon Riyadh
Mandarin Oriental Al Faisaliah
RIYADH, SAUDI ARABIA
jewellerysalon.com/en
11 NOV
–
13 NOV
5 DEC – 7 DEC
Salon Deluxe Vietnam
Park Hyatt Saigon
SAIGON, VIETNAM
salondeluxevietnam.com
2026
01
JANUARY
UNITED ARAB EMIRATES
Jewellery, Gem & Technology
in Dubai
Dubai Exhibition Centre
DUBAI, UAE
jgtdubaijewelleryshow.com
09 OCT – 12 OCT
Surabaya International
Jewellery Fair
Shangri-La Hotel
SURABAYA, INDONESIA
indonesiajewelleryfair.com
Jewellery, Gem & Technology
in Dubai
Dubai Exhibition Centre
DUBAI, UAE
jgtdubaijewelleryshow.com
08 JAN
–
11 JAN
INDIA
Signature IIJS
Jio World Convention Centre
MUMBAI, INDIA
gjepc.org/iijs-signature
08 JAN
–
11 JAN
10 OCT – 11 OCT
Kosmima Thessaloniki
Thessaloniki International Exhibition
& Congress Center
THESSALONIKI GREECE
kosmima-expo.gr/en
29 OCT
–
31 OCT
21 NOV – 24 NOV
Taiwan Jewellery & Gem Fair
Taipei World Trade Center
TAIPEI, TAIWAN
taiwanjewelleryfair.com
25 NOV – 29 NOV
Jewellery Arabia Bahrain
Exhibition World Bahrain
BAHRAIN
jewelleryarabia.com/en/home.html
29 NOV
–
30 NOV
Signature IIJS
Jio World Convention Centre
MUMBAI, INDIA
gjepc.org/iijs-signature
14 JAN – 17 JAN
37th International
Jewellery Tokyo
Tokyo Big Sight Exhibition Center
TOKYO, JAPAN
ijt.jp/en-gb.html
28 JAN
–
08 FEB
International Jewellery
Tokyo Autumn
28 JAN
–
08 FEB
Pacifico Yokohama
YOKOHAMA, JAPAN
ijt.jp/autumn/en-gb.html
UNITED STATES
JOGS Tucson Winter Gem &
Jewelry Show
Tucson Expo Center
TUCSON, UNITED STATES
jogsshow.com/tucson-gem-and
jewelry-show-winter
JMA Hong Kong International
Jewelry Show
Hong Kong Convention &
Exhibition Centre
HONG KONG, CHINA
jewelryshows.org
JOGS Tucson Winter Gem &
Jewelry Show
Tucson Expo Center
TUCSON, UNITED STATES
jogsshow.com/tucson-gem-and
jewelry-show-winter
22 | October 2025

. .
Adelaide Convention Centre
19 & 20 April, 2026
Kick-start the year
in style at AJF 2026.
Discover more at www.jewelleryfair.com.au/ajf or scan the QR code.
Proudly supported by
Organised by
October 2025 | 23
Est.1990

10 Years Ago
Time Machine: October 2015
A snapshot of the industry events making headlines this time 10 years ago in Jeweller.
Historic Headlines
October 2015
ON THE COVER
MIGLIO DESIGNER JEWELLERY
Editor’s Desk
Would you consider ‘diamond’ a brand?
“The stats surrounding diamonds have
always been impressive and these
were at a time that De Beers ‘owned’
the market – 50 years is a long time
in marketing. I agreed but added that
times had changed and the fact that
De Beers no longer invests in generic
marketing on behalf of the entire
industry shows that it no longer ‘owns’
or controls the diamond industry,
therefore diamond is not a brand so
it’s now a product category.
Our friendly debate continued for a
few more days until our respective
deadlines approached and we had to
move on to less subjective matters,
publishing magazines.”
Soapbox
Expect the unexpected
“The Australian Competition and
Consumer Commission (ACCC) is
working to tighten the regulations
regarding discounting and false
advertising. Most people would have
heard about the Zamel’s case, in
which the company was found guilty of
misleading consumers with two-price
advertising. Hopefully smaller jewellery
operations will learn from landmark
rulings such as this – false advertising
is a serious matter and jewellers can’t
afford to be in breach of such laws.
This brings us back to the fact that price
need not be the primary strategy used to
gain an edge over competitors."
Alain Blanar
Allucia
Thomas Sabo commemorates 10 years Down Under
Diamond dealers say ‘no’ to synthetics
Alrosa joins battle against undisclosed synthetics
Police nab suspects over altered diamond reports
Citizen celebrates 50 years in Australia
Australia gains new South
Sea pearl producer
For the first time in about two decades,
another business has been added to the
‘exclusive’ group of South Sea pearl
producers in Western Australia.
Broome-based business Willie Creek Pearl Farm
was recently granted a pearling licence and
acquired pearl shell quota previously held
by Autore Group – a pearl producer with which
it had established a strong working relationship
over many years.
Under the previous arrangement with Autore,
Willie Creek had access to a quota of shell owned
by one of Autore’s businesses, Clipper Pearls,
for use in its pearl farming tours. Willie Creek’s
involvement in the pearl production process,
however, was limited to harvesting.
Aussie market picks up
for Michael Hill jewellery
Michael Hill International’s Australian sales are
starting to improve, while overseas, the company
continues to invest in the US, having secured
another store location in the market.
In the first quarter ended 30 September 2015,
Michael Hill achieved a global revenue increase
of 9.9 per cent to AU$112.5 million compared
to the previous corresponding period. Global
same-store sales also rose 6 per cent to
AU$107 million.
For the first time, these figures included sales
from the company’s Emma & Roe business,
which launched in April 2014.
“We have not previously released Emma & Roe
trading results but now that the trial of this new
brand is in its second full year we believe it is
now appropriate to keep the market informed
on its progress,” a Michael Hill financial
statement read.
STILL RELEVANT 10 YEARS ON
"There’s much talk about the need
for change in organisations and this boils
down to changing the individuals that
work for those organisations.
We all know how hard it is to change
others but when it comes to ourselves,
we are completely in control."
Incredible business turnaround
for jewellery retailer
In what can only be described as an extraordinary
turnaround, an independent jeweller has
transformed his store into a vibrant and
profitable business after facing closure two
years ago.
When the retailer wrote to Jeweller detailing
the store’s dire financial predicament in late
September 2013, he said he had always invested
in his business and kept abreast of trends and yet
nothing was working, the business was failing.
The storeowner – who asked to remain
anonymous – said he felt helpless and was
overwhelmed by the state of retailing and
industry change, writing, “I need to be reinvented
as a person. Just as the industry
needs re-invention.”
Endless Jewelry supplier lands
another international range
The local supplier for high-profile newcomer
Endless Jewelry has acquired another
expanding international jewellery range.
Nordic Jewellery has finalised the distribution
rights for Chrysalis, the UK stackable charm
bangle collection. The business was founded
in 2004 and currently has approximately 2,500
global stockists – about 1,000 more than in
February this year.
Commenting on the recent acquisition, Nordic
Jewellery managing partner Peter Jakobsen said,
“We felt it was the right decision for a number of
reasons. Chrysalis is a great product – beautiful
stackable bracelets with different stories to
tell. Chrysalis – like Endless – also has a great
organisation and people behind the brand.”
READ ALL HEADLINES IN FULL ON
JEWELLERMAGAZINE.COM
24 | October 2025

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REVIEW
Gems
Australia: The Story of Local Pearling
Pearling has a long and fascinating history in
Australia. In the late 19th century, pearl luggers
traversed the waters around Broome in
search of Pinctada maxima, the large oyster
prized not for its pearls but for its lustrous
mother-of-pearl shell.
This material was used to craft buttons,
cutlery handles, jewellery boxes, calling card
cases, and hair accessories — all richly decorated
with shimmering shell. While processing the
shells, divers occasionally discovered natural
pearls hidden within. These were so valuable that
they were locked in special boxes to ensure they
reached port safely. A large, fine natural pearl
could fetch the price of an entire pearl lugger,
so theft was a very real risk.
By the 1950s, the invention of plastic brought
the once-thriving shell industry to a halt.
With mother-of-pearl no longer in demand,
communities that depended on shelling
were forced to find new livelihoods.
The Japanese had already been cultivating
pearls since the early 20th century, and
several Australians began experimenting with
pearl farming. Many formed partnerships with
Japanese companies, which closely guarded
their innovative culturing techniques.
Small farms growing Pinctada margaritifera,
the black-lipped oyster that produces Tahitian
pearls, appeared off Western Australia’s coast;
however, most South Sea pearl farms took
hold off the remote Kimberley coastline, where
pristine waters provided the perfect environment.
Meanwhile, Akoya farms developed in the cooler
waters along Australia’s east coast.
Then came the 2008 Global Financial Crisis,
which devastated the industry. Many farms
folded, leaving only a few major players standing.
Today, Paspaley dominates with 38 of the 42
pearl leases or quotas, followed by Autore,
another major producer. Cygnet Bay Pearl Farm,
founded in 1946, remains an icon of Australian
pearling, while Broken Bay Pearl Farm in
New South Wales — cultivating Pinctada
fucata, the Akoya oyster — represents the new
generation, having launched only this century.
Modern pearl farming has cleverly diversified.
Eco-tourism has become an
integral part of marketing, offering
visitors a glimpse into
the captivating world of pearl
cultivation.
Cygnet Bay and Broken Bay Pearl
Farms both offer guided tours and
accommodation, while Paspaley now
operates tours of its Roebuck Bay farm near
Broome and small-boat cruises along the
Kimberley coast. Each experience takes visitors
through every stage of the culturing process, from
oyster seeding to the final harvest.
Recently, there has been an increase in the use
of the term 'Keshi'. It is important to clarify this
often misused term.
‘Keshi’, meaning poppy seed in Japanese,
was initially used to describe very small
natural pearls — particularly the rare natural
Akoya pearls found in Japan in the early 20th
century. Over time, the meaning broadened.
Today, the term refers to nacreous,
non-bead, saltwater cultured pearls that form
accidentally (or deliberately) as by-products
of the grafting process.
The first cultured keshi pearls were reported from
early Akoya pearl farms in Japan; however, keshi
now occur in many types of salt water pearls,
including South Sea and Tahitian.
With that said, the term should not be applied
to freshwater pearls. True natural pearls form
within the mantle or other soft tissue of a
mollusc.
Australia is the source of many of the world's
finest gemstones, including opal, diamonds,
sapphire, and pearls.
South Sea Pearl Farms: Eco-tourism has become an integral part
of the marketing strategy, offering visitors a glimpse into the
captivating world of pearl cultivation.
Conversely, cultured keshi pearls form close
to the gonads of the oyster, making their origin
— and correct terminology — important to
distinguish.
Australian cultured South Sea pearls can
include colours such as white, with pink
overtones, silver, champagne, and deep gold,
with sizes ranging from 8 to 21mm.
Australian cultured akoya pearls can be
white, cream with pink overtones, or even
grey-blue colours, and sizes range from seed
pearls (2mm and below) to approximately
11mm, with larger sizes being rare.
From the bustling pearling ports of the 19th
century to today’s carefully managed farms,
the pearling industry continues to evolve.
The romance and adventure of the early
pearl-shelling days live on in a new generation
of pearl farmers, who combine traditional
craftsmanship with science and sustainability.
Whether from Broome, Darwin, or Broken
Bay, Australian pearls — natural, cultured, or
keshi — remain among the most admired and
ethically produced gemstones in the world.
Kathryn Wyatt BSc FGAA Dip DT, is a qualified
gemmologist, diamond technologist, registered
jewellery valuer, educator and member of the
Australian Antique & Art Dealers Association.
For more information on antique and vintage
jewellery courses, visit www.gem.org.au
October 2025 | 27

28 | October 2025
p +61 (0)8 8221 5580
sales@timesupply.com.au | timesupply.com.au
exclusive distributor AU & NZ

BRANDED JEWELLERY
Unlock The Door
VIVIENNE WESTWOOD
West End Collection
SAMUEL ORD reviews the new rules for branded
jewellery, and reveals how this booming category
can unlock big opportunities for retailers.
Messika
B randed jewellery has become one of
the most powerful tools available to
independent jewellery retailers seeking
to increase their customer base and strengthen
their market presence.
For many stores, it represents one of the fastest and most effective
ways to attract new foot traffic. This is because it introduces
consumers, who already carry a strong emotional connection to
the brand, to the business. In this way, branded jewellery brings
with it a ‘ready-made’ audience, who are loyal, engaged, and often
eager to make a purchase.
In today’s digital marketplace, those consumers are merely
a click away. Looking for proof? Pandora currently has
11.3 million followers on Instagram. On the same platform,
Vivienne Westwood has 4.2 million followers, Furla has 1.7
million followers, and Philipp Plein has 1.6 million followers.
These are considerable audiences, willingly receiving regular
updates about the brand via social media, and they aren’t alone
– Thomas SABO (367,000 followers), Nomination Italy (129,000
followers), and Coeur de Lion (103,000 followers) each boast
dedicated audiences.
Each of these followers represents a potential customer who
could walk through the doors of your jewellery store.
Beyond the charm of name recognition, stocking branded
jewellery also offers retailers access to professionally
designed collections and well-crafted marketing campaigns,
often with minimal upfront investment. It’s a strategic shortcut
that allows independent stores to compete with larger chains
without sacrificing their unique identity.
When an independent retailer chooses to stock branded jewellery,
they’re effectively placing their business on the fast track to sales
and tapping into a built-in audience of loyal followers who already
have an emotional investment in the brand.
Put simply, the hard work of building trust and forging a
connection between product and consumer has already
been completed.
The retailer, in this case, inherits a ready- made relationship that
not only brings foot traffic but also encourages repeat visits and
ongoing purchases, particularly when it comes to personalised
or customisable collections.
October 2025 | 29

Branded Jewellery | UNLOCK THE DOOR
NOMINATION
Timesupply
THOMAS SABO
Duraflex Group Australia
Once these customers are through the door,
the opportunity expands further. This is a chance
for the retailer to guide the customer’s attention
beyond the branded offering! The goal?
To introduce them to other products
in a way that feels natural and engaging.
A subtle yet effective tactic is first to show the
customer what they came in for, then casually
ask for their opinion on a new range or product line
that has been recently added to the store.
This approach invites their perspective, giving
your staff a chance to showcase other items and
potentially provoke an additional sale. At the same
time, you’re reminding the customer that their
opinion matters and they are valued.
In this way, branded jewellery becomes more
than just a draw card; it’s a strategic catalyst. It
not only drives traffic but also opens the door to
broader sales and deeper customer engagement
across the entire store.
With that said, this is merely the tip of the iceberg!
To understand the significance of branded jewellery,
it’s helpful to reflect on where this story began.
How did we get here?
It’s essential to distinguish between jewellery
brands and branded jewellery. This is a nuance
often overlooked; however, it is crucial to
understanding the evolution of the modern
jewellery market.
Jewellery brands typically operate under a vertically
integrated business model, meaning they design,
produce, and sell their pieces exclusively through
company-owned stores. These are not available
to independent retailers and exist outside the
traditional wholesale framework.
Branded jewellery, on the other hand, is a distinct
category, explicitly designed to be stocked by
independent retailers. It allows these stores
to participate in a broader ecosystem without
relinquishing their independence.
This relatively recent embrace of branding in
jewellery is striking, especially when compared to
watches, where brand identity has always been
paramount.
A typical jewellery store two decades ago might
have displayed unbranded gold and diamond
pieces on one side of the entrance, while the
other side was filled with watches, all of which
were clearly branded. Customers selected
watches based solely on the brand, while jewellery
purchases were primarily driven by design or
material, rather than the name.
As a trade, jewellery was somewhat late to the
branding phenomenon that had already reshaped
other consumer industries. The shift began
in earnest in the early 2000s, provoked by the
remarkable success of Pandora.
“At the same time, you’re reminding
the customer that their opinion
matters and they are valued."
At the time, Pandora operated on a wholesale
distribution model, enabling independent jewellers
to stock its products. This approach proved highly
effective, eventually becoming the blueprint for
many emerging brands in the years that followed,
even as Pandora itself moved into direct retail.
Australia, interestingly, was among the first
markets to embrace this shift fully. When
Pandora began gaining traction, it was
Australian consumers and retailers who helped
shape the brand’s momentum.
As this unfolded, many within the local industry
watched with great interest, curious to know
if similar principles could be loosely applied
elsewhere. Among them was Steve der
Bedrossian of SAMS Group, who recently
wrote about the development of Pink Kimberley
and Sapphire Dreams.
“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,” he explains.
“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.”
Each brand is founded on the beauty of Australian
diamonds and gemstones. Pink Kimberley
combines the natural beauty of Argyle pink
diamonds with award-winning contemporary
design. Founded in 2021, Sapphire Dreams
pays homage to the natural beauty of Australian
sapphires, celebrated by the art of exceptional
craftsmanship.
“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,” der Bedrossian continues.
“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.”
Indeed, the so-called ‘Pandora Phenomenon’
did so much more than elevate one brand to
international stardom; it changed the trajectory
of the entire jewellery industry.
Naturally, it inspired the launch of dozens of new
brands, each hoping to replicate Pandora’s success
by embracing similar strategies. Many would
become household names, while others would fail.
This experience would eventually teach retailers a
valuable lesson about the importance of selection
when considering overseas brands, as the price
paid for miscalculating the market can be severe.
30 | October 2025

Since 1962, Duraflex Group Australia have been proudly distributing international
jewellery and watch brands. (02) 9417 0177 | www.dgau.com.au
October 2025 | 31

Branded Jewellery | UNLOCK THE DOOR
PANDORA
PINK KIMBERLEY DIAMONDS
Sams Group Australia
FURLA
DESIGNA ACCESSORIES
What began as a bold experiment has evolved
into an industry staple. The brands that remain
standing have, in various ways, demonstrated the
enduring value and relevance of branded jewellery
for independent retailers.
Where are we now?
Branded jewellery has come a long way. It’s no
longer just about logos or riding on the success
of a few big names.
Today, consumers are looking for more. They want
quality, relevance, and values they can connect with.
The brands that succeed are those that adapt to
these expectations and continuously reshape what
branded jewellery means. Duraflex Group Australia
offers an array of branded jewellery options, and
managing director Phil Edwards highlighted
Thomas SABO as an important case study.
The brand recently celebrated its 40th anniversary,
and over that time, it has managed to strike a
unique balance between preserving the original
‘rock and roll’ aesthetic that led to its rise and
adapting to evolving trends.
“The branded jewellery landscape has evolved
significantly in the past few years, influenced by
shifting consumer values, digital innovation, and
cultural changes,” Edwards tells Jeweller.
“Consumers want authenticity but also designs
that feel current and wearable every day.
‘In turn, brands are responding by placing greater
emphasis on storytelling and connection, ensuring
it’s not just about the product itself but also the
lifestyle and values it represents.
“We’ve also seen the rise of affordable luxury and
demi-fine jewellery, and the shift towards ethical
production and sustainability.”
In Australia, Thomas SABO is a sponsor of
Miss Universe Australia.
This partnership has been highly successful in
connecting with Gen Z audiences while delivering
targeted brand relevance and increasing market
visibility.
“Thomas SABO has built a rich heritage rooted
in exceptional quality, craftsmanship, and iconic
design. With over four decades in the global
jewellery market, the brand continues to
innovate while staying true to its core values,”
Edwards explains.
“The brand offers retailers several advantages that
make it a strong choice in a crowded market, most
notably significant global brand recognition plus
diverse and distinct product ranges, catering to a
wide range of customer tastes, price points, and
gifting occasions.”
He continues: “The frequent new product drops
create urgency and excitement for consumers,
driving repeat purchases and loyalty.
The global marketing campaigns and
collaborations generate buzz and provide retailers
with engaging visuals and social media content.”
What’s in it for me?
It’s evident that branded jewellery is no longer
just following fashion — it’s setting the pace. As
consumers look for pieces that feel personal yet
on-trend, design priorities are shifting.
Today’s shoppers seek versatility, individuality, and a
fresh take on style that transitions seamlessly from
day to night.
The result? A more confident, fashion-forward
approach to jewellery design that stands on its own.
Designa Accessories highlighted Philipp Plein
Jewellery as an interesting example of success
in the category. Philipp Plein is a German fashion
designer and the founder of the luxury brand
Philipp Plein, established in 2004.
Recognisable for its bold, edgy, and extravagant
style, the brand is well-known for its embrace of
maximalism. Head of brand Samantha Jackson
said that these characteristics are already
resonating strongly in the local market after a
launch 12 months ago.
“We’ve seen strong demand for bold, standout
designs that strike a balance between luxury and
everyday wearability,” Jackson tells Jeweller.
“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.”
“The branded jewellery
landscape has evolved
significantly in the past
few years, influenced by
shifting consumer values,
digital innovation, and
cultural changes.”
“We’ve seen strong demand
for bold, standout designs
that strike a balance
between luxury and
everyday wearability.”
“Retailers benefit from a
well-established brand,
exceptional craftsmanship,
marketing support — ensuring
virtually unlimited repeat
business and making it a reliable,
top-selling in-store choice.”
Steve der Bedrossian
SAMS Group Australia
Phil Edwards
Duraflex Group Australia
Samantha Jackson
Designa Accessories
Ken Abbott
Timesupply
32 | October 2025

Edina Brooch
Doris Necklace
PHILIPP PLEIN
Designa Accessories
“Mixed metals are gaining popularity, with silver tones starting
to emerge as a notable shift in a market long dominated by gold.
Layering is also key, as customers look for versatile pieces they can
dress up or down across different occasions.
“Overall, jewellery is becoming a trend category in its own right,
with branded jewellery brands increasingly interpreting true jewellery
trends through the lens of their own DNA, rather than simply following
brand-led trends driven by other categories such as apparel or
accessories.”
As an added incentive, the Philipp Plein brand is extremely popular
online, which is an interesting extra dimension for retailers to consider.
“Philipp Plein Jewellery stands out with its bold, maximalist aesthetic
and strong brand DNA,” Jackson explains.
“It taps into the niche of loud luxury at an accessible price point, giving
retailers something distinctive, high-impact and accessible to offer
their customers.”
What else do we need to consider?
For independent jewellery retailers, repeat business is everything, and
branded jewellery plays a key role in making that happen.
Furthermore, personalisation has emerged as one of the most potent
drivers of loyalty, with customers seeking pieces that reflect their
identity and story. When done well, customisable branded jewellery
keeps shoppers coming back to build, layer, and personalise over time.
As an example, consider Nomination Italy, founded by Paolo Gensini in
1983. Nomination Italy has been distributed across Australia and New
Zealand by Timesupply since 2018.
Best known for its iconic composable bracelet collection, Timesupply
director Ken Abbott says the brand has carved out a strong position
in the personalised jewellery space by successfully tapping into the
demand for customisation like few others in the market.
“The Composable Collection lets customers create truly personal
bracelets by mixing and matching links to reflect their style,
milestones, and stories. This unique concept drives repeat visits
and encourages gift purchases, delivering strong, ongoing sales
opportunities,” Abbott explains.
“Positioned between fashion and fine jewellery, Nomination Italy
offers accessible luxury with immediate visual impact, appealing to all
genders and ages.
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2025 | 33

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Duraflex Group Australia
ELLENDALE DIAMONDS
COEUR DE LION
Timesupply
“Retailers benefit from a well-established brand,
exceptional craftsmanship, marketing support, and
more than 2,000 link options - ensuring virtually
unlimited repeat business and making it a reliable,
top-selling in-store choice.”
Nomination’s jewellery is handcrafted in Florence
using a range of materials, including 18-carat
yellow gold, 9-carat rose gold, sterling silver,
enamel, and stainless steel.
Abbott also drew attention to Coeur de Lion -
a German jewellery brand founded in 1987
which enjoyed tremendous interest at the recent
International Jewellery Fair in Sydney.
“Retailers across Australia and New Zealand are
experiencing strong success with Coeur de Lion,
the award-winning German brand celebrated for
vibrant design and exceptional craftsmanship,”
Abbott says.
“Coeur de Lion combines fashion-forward
design with accessible luxury, attracting
women of all ages.
“Retailers enjoy strong consumer demand,
repeat purchases, and the benefits of a globally
recognised brand with international awards and
a loyal customer base — making it a profitable,
high-appeal addition to any jewellery offering.”
What’s the secret to longevity?
The key to longevity in the branded jewellery
space lies in a brand’s ability to evolve with
changing consumer tastes, while staying
grounded in the core identity that made it
desirable in the first place.
In recent years, Vivienne Westwood has been
another interesting example of a brand that has
faced this challenge head-on.
Like many established brands, it has had to
maintain its distinctive aesthetic and design
philosophy,which built its global following, while
responding to shifting market dynamics.
This includes the increasing trend of watches
being styled and worn more like jewellery, and
John Rose, CEO of West End Collection, says it’s
been rewarding to watch this evolution.
34 | October 2025
“I think over the past few years, Vivienne Westwood
has started to lean into the philosophy of watches
as jewellery and based on the reception we’ve had
to the new releases, I can see that continuing in the
future,” Rose tells Jeweller.
“The response to these products has been
phenomenal; this collection has certainly generated
more attention and interest than some of the
previous collections, and it’s a brand that is really
building momentum.”
Striking that balance between innovation and
authenticity is what separates lasting brands from
fleeting trends. Edwards also highlighted Londonbased
jewellery brand Ania Haie as an interesting
example, as each collection reflects a specific
fashion trend at the time of release.
“Ania Haie has firmly positioned itself as a go-to
brand for trend-led, affordable luxury jewellery,
delivering style, quality, and accessibility in equal
measure,” Edwards explains.
“With a clear focus on current fashion trends and
consumer buying behaviours, Ania Haie continues
to be a high-performing brand for modern retailers
who want to offer customers stylish, stackable
pieces at compelling price points.”
Edwards said that brand relevance is always the
key to longevity in the market, stemming from
the ability to remain meaningful and desirable to
consumers over time.
“It’s about staying true to their brand identity
whilst evolving with their audience. Consistently
creating authentic designs that combine quality
craftsmanship and nurturing connection with their
customers/community,” he explains.
“In today’s market, consumers don’t just buy
jewellery, they buy into what a brand represents.”
Finally, consider the heritage of Furla. Since 1927,
the brand has been dedicated to creating luxurystandard
accessories that are accessible to a broad
audience of consumers.
Jackson says that it is remarkable that, despite
operating out of a 300-year-old villa in Italy, the
brand manages to thrive in an evolving industry.
“Furla Jewellery creates a seamless link with
the Maison and Timepiece collections, celebrating
Furla’s Italian heritage by incorporating iconic
brand symbols into modern, playful designs,”
Jackson explains.
“High-quality craftsmanship and attractive
price points make the collection an accessible,
aspirational, and differentiated offering for
retailers.”
With that in mind, Jackson continued by explaining
that longevity and timeless appeal in branded
jewellery come down to two factors: strong brand
DNA and authenticity.
“The collections need to feel distinct and true
to the brand, while keeping in step with current
jewellery trends,” she revealed.
“And especially for brands like Philipp Plein or
Furla, it’s important that the designs also echo the
bigger brand story so the collections feel naturally
part of their world and continue to resonate with
brand loyalists and the broader jewellery audience
over time.”
What’s the next step?
Stocking branded jewellery gives retailers a
decisive advantage, bringing new customers
through the door, many of whom are already
emotionally connected to the brand they’re seeking.
While that may win the first battle, the long
game is about turning those one-time buyers
into loyal, repeat customers of your store and
not just the brand.
To achieve this, your staff must understand the
motivations behind each branded purchase and
be prepared to engage in a manner that fosters
trust and rapport.
It’s not just about selling a product; it’s about
offering a seamless, valuable experience that
positions your store as their go-to for all
jewellery needs.
Remember, branded jewellery may open the
door; however, it’s the in-store experience that
determines whether they choose to come back.

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CAD/CAM & EMERGING TECHNOLOGY
Believing in the Impossible
Bulgari
Over the past decade, the jewellery industry has witnessed a
significant shift in strategy fueled by emerging technology.
SAMUEL ORD takes a closer look at how improvements in
manufacturing and design have influenced the retail game.

CAD/CAM | DREAMS TO REALITY
OAT & FIELD STAR
CHAUMET
The jewellery industry has long
been known for its complexity
and demanding nature.
For many, it is defined by long hours
at the bench, challenging custom
orders, and discerning customers.
Over the past two decades, the demand for
custom-made jewellery and services, such as
repairs, has steadily increased, with a specific
spike during the COVID-19 pandemic noted.
With an ageing workforce and an inadequate
number of jewellery apprentices entering the
industry each year, the trade struggles to meet
this demand. Earlier this year, a report noted that
three to four weeks is considered an acceptable
turnaround time for completing and delivering a
newly designed and manufactured jewellery item.
An industry survey found that around one-third
(34 per cent) of respondents were willing to
concede that they were unable to meet this
industry benchmark three years ago.
LION JACKET RING
DE BEERS
Unfortunately, it was clear that the
situation had worsened, with 63 per cent
of respondents indicating that this work
cannot currently be completed within
four weeks for customers.
With that in mind, it is not surprising to learn
that an increasing number of jewellers are
experimenting with emerging technologies and
incorporating new tools into their business.
Indeed, scientific and technological progress
has transformed many retail industries, and the
jewellery trade is no exception.
Few innovations have had as significant an impact
as Computer-Aided Design (CAD) and Computer-
Aided Manufacturing (CAM). As many retailers have
told Jeweller, CAD/CAM technology is capable of
unlocking seemingly limitless design possibilities.
For some, it opens the door for the creation of
pieces that were once thought impossible. These
tools enable jewellers to produce high-quality
pieces more efficiently and at a lower cost.
As a consequence, high-end and custom-made
jewellery isn’t restricted to elite designers and
brands with exhaustive resources. Skilled
jewellers can now deconstruct complex designs
into individual components, streamlining
production and finishing while maintaining
exceptional standards.
Indeed, these jewellers no longer have to feel
daunted by intricate designs that would once take
many agonising weeks and even months to make
by hand. In many ways, the ultimate beneficiary
is the consumer, who wins access to dreamy
jewellery at a price that doesn’t crush the budget.
With that said, these forward-thinking jewellers
also enjoy the benefits of not only another happy
customer, but also an improved reputation in their
respective market.
The Past
Two years ago, Jeweller spoke with several
retailers about the transformative impact
CAD/CAM has had on their business. Among them
was designer and gemmologist Maria Kostina.
CELUSTUN
CARTIER
She is the owner of Maria K Jewellery in Sydney.
She said that the ability to work closely with
customers during the design process was valuable.
“Nothing beats showing your customer the piece
during jewellery design - 2D drawings are great,
of course; however, sometimes they can be
misleading,” she explained.
“With CAD, you could show the design through
realistic renders and also 3D print the model for
the customers to try on. This way, the customer
knows what to expect, and even those particularly
fussy customers can be satisfied.”
Another contributor to that report was Eric
Kojadelian of Vahe Jewellery in Victoria, who
explained the significance of technology in
manufacturing as a younger jeweller.
“I’m a firm believer in the importance of CAD/CAM
and 3D printing in our trade. It really is the way to
go, at the end of the day, you can accomplish so
much that you can’t do by hand,” he said.
“When my father introduced me to the business,
he told me on day one that the days of doing things
by hand are over.
“I would say the most significant benefit of working
with CAD/CAM and 3D printing technology is
having the ability to produce things I simply
wouldn’t be able to by hand. However, at the end
of the day, I just don’t think you can turn a profit
by spending more than 40 hours each week
hand-crafting a complex ring.
“As my father told me, those days have come
and gone.”
These sentiments were echoed by Carlo Romeo
of Carlo Romeo Jewellers in Western Australia.
He has worked with jewellery since the 1980s and
has found immense success using 3D imaging to
provide consumers with the opportunity to review
pieces before they are created.
38 | October 2025

CÔTÉ D’CÉLESTE BROOCH
ANNA HU
“The most important benefit of working with these technologies is the
increased speed and reduction in time spent completing a project from
start until finish,” he explained.
“We can show our customers a life-like render as well as photos
before the final product is made. This increases the chances that
they’ll be happy when all is said and done. CAD/CAM and 3D printed
jewellery are definitely higher quality, and importantly, when it comes to
the gemstones, you get the added benefit of accurate measurements.
“The other major benefit worth remembering is the waste reduction
that we find with manufacturing with 3D printing compared with handmade
work. I think that’s something everyone agrees is a positive.”
The Present
Two years later, Jeweller spoke with Romeo about the evolving
significance of CAD/CAM in his business. He highlighted the recordhigh
price of gold as another driving factor in the value of these tools
and services.
“CAD has now become the norm, as it’s an expectation that customers
can see the final product before we commence the manufacturing,”
he explains.
“It also gives us the ability to quote the job correctly, and with the price
of gold today, this has become more important.”
Flying from one coast to the other, the staff at Fairfax & Roberts spoke
highly of the impact CAD/CAM has had on their business, based in
Sydney. Joshua Rogers stated that these tools introduce a higher
degree of flexibility to each project.
“CAD is a very important tool for our business. Most of our pieces are
still handmade; however, CAD allows us the opportunity to see pieces
in 3D before committing precious metal and manufacturing time to a
project,” Rogers reveals.
“We’re able to then optimise the designs before handmaking the piece.
It is also an extremely helpful tool for the bespoke side of our business.
“We invested in a 3D printer a few years ago, which, together with CAD,
has allowed us to print designs in resin for our clients to see and try
on in 3D before having the piece made in gold or platinum. We have
found this to be extraordinarily successful and popular with most of
our customers.”
Romeo also noted that over the past two years, advancements
in CAD/CAM software have proven invaluable to his business.
With the rising cost of gold, precise planning is essential.
Improved technology allows for greater accuracy in design and
production, helping to minimise waste and maximise efficiency.
October 2025 | 39

CAD/CAM | DREAMS TO REALITY
CRYSTAL HAZE PENDANT
STEPHEN WEBSTER
OPERA HIGH JEWELLERY RING
BUCCELLATI
“The techniques really haven’t changed much in
the last few years, other than improvements in the
software provide us with more options and speed in
the design stage,” Romeo explains.
“As I mentioned, the additional library of features
provided with the more recent upgrades speeds
up the process and allows us to provide more
options to the customer, and the more accurate
weight of gold provides us the ability to cost a job
out more accurately.”
For many jewellers, CAD has become an essential
part of the design process, offering creative
freedom while also enhancing production
efficiency. By enabling quick design modifications
and accurate visualisation before manufacturing
begins, CAD streamlines the workflow.
BLACK VELVET RING
JEWELLERY THEATRE
These tools can also ensure consistency, mainly
when producing multiple identical components,
something traditional handmaking struggles to
achieve.
“We use CAD mostly as a design tool. CAD allows
us the flexibility to make an unlimited number of
changes to any design and offers the opportunity
to see multiple versions of the same design before
manufacturing anything in metal,” Rogers says.
“CAD also allows for reliable repeatability in a
way handmaking never can when manufacturing
identical components.”
The Future
As previously noted, industry research
published earlier this year highlighted the
increasing pressure faced by local jewellers
attempting to cater to the surging demand for
custom-made pieces.
That same report unsurprisingly found that almost
all (96 per cent) of respondents anticipate the need
to provide substantially more hours of jewellery
manufacturing services in the next 12 months.
Looking ahead to the next three years,
70 per cent of respondents forecast
a need for 20 hours or more per week
of manufacturing services.
Facing these demand
challenges, it seems
inevitable that jewellers
will continue experimenting
with emerging technologies.
Rogers says that a recent
trip to Hong Kong provided an
opportunity to witness the ‘cutting
edge’ of the trade.
“We have just returned from the
Jewellery and Gem WORLD in Hong Kong
and what I can confidently say is, the industry
is embracing new technologies every single
day,” he explains.
“Most of these new technologies require
the use of CAD/CAM.
DEEP SEA NECKLACE
LYDIA COURTEILLE
“In addition, with the rapidly increasing prices of
precious metals, a lot of manufacturers, including
our business, are investigating alternatives for
our customers.
“These alternatives almost demand the use of
CAD/CAM.”
Of course, it’s important to recognise that not
every jeweller shares the same experience, and
not all customers are drawn to technology-driven
production. For many, the timeless allure of a
hand-crafted, one-of-a-kind piece still holds value.
This enduring appreciation ensures there will
always be a place for traditional craftsmanship
within the industry. Some jewellers will continue
to meet that demand, preserving the skills and
methods passed down through generations.
However, for many others, a shift is undeniably
underway. The jewellery landscape has evolved
dramatically, from hand-drawn sketches and
physical prototypes to sophisticated digital
renderings and 3D-printed models.
Advancements in technology, particularly in
CAD/CAM and 3D imaging, have streamlined
the design and manufacturing process, offering
jewellers increased precision, efficiency,
and creative freedom.
Given the many advantages these tools
provide, including faster turnaround times,
cost-effectiveness, and the ability to customise
designs with ease, it’s clear that digital innovation
is more than just a trend.
For an increasing number of jewellers, it represents
the future of the trade, complementing rather than
replacing traditional techniques, and reshaping
how jewellery is imagined, created, and sold.
40 | October 2025

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OCTOBER BUYING GUIDE
Best & Brightest
ADELE NECKLACE
SAPPHIRE DREAMS - SAMS GROUP
sapphiredreams.com.au
The Adele Necklace offers a refined touch
of elegance, perfect for everyday wear or
special occasions. Featuring a pear-cut
Australian sapphire, it is set in a 9-carat
yellow gold bezel and suspended from a
fine chain for a sleek, contemporary look.
ADIDAS ORIGINALS
DESIGNA ACCESSORIES
designaaccessories.com.au
The Project Three watch by adidas
Originals is bold and eco-conscious.
Featuring a 42mm green ecoceramic
case and a bio-resin
strap, this timepiece is the perfect
accessory for those who want to
stay stylish and sustainable. The
green seasonal colour combination
adds a pop of colour to any look.
ADTC CHAMPAGNE
adtc.com.au
ADTC Champagne showcases exquisite
Argyle Champagne and Cognac
brown diamonds. Access the largest
inventory of Argyle brown diamonds
and timeless jewellery, expertly crafted
with unmatched craftsmanship and
value — ready for immediate delivery
to elevate every occasion with elegance
and distinction.
JINGLE BELLS: DIAMONDS & DELIGHTS
Christmas
BUYING GUIDE
The all-important end-of-year trading period is right
around the corner. Take a closer look at the latest
releases from Australia’s jewellery industry suppliers.
ADTC LUXE
adtc.com.au
Introducing ADTC Luxe – where
handpicked quality colour
gemstones meet over a hundred
locally designed, timeless
styles. Experience exceptional
craftsmanship and enduring value
in every piece, proudly created and
inspired by Australian artistry and
passion for bespoke luxury jewellery.
ALEXANDRITE
O’NEILS AFFILIATED
oagems.com
From O’Neils Affiliated, a lovely
alexandrite that is loupe clean
with good colour change from
mid-green to purplish pink — a
delightfully beautiful gemstone in
a desirable shape and size.
ANIA HAIE
DURAFLEX GROUP AUSTRALIA
dgau.com.au/ania-haie
Lean into brown tones as the
season’s new neutrals with this
tiger’s eye stone necklace. The
bulbous, organic shapes of the tiger’s
eye pendant evoke a sense of warmth
and stability, bringing a feeling of
calm and grounded confidence.
Whether worn alone or paired with
other necklaces, it adds a touch of
natural sophistication to any outfit.
Why not stand out and embrace your
new favourites? This statement ring
taps into the trending wave of subversive
allure. The edgy, toothed design creates
a striking contrast that is both bold and
elegant. Mix and match with other rings
for an even more daring look, letting
your individuality shine through and
keeping you ahead of the fashion curve.
October 2025 | 43

OCTOBER BUYING GUIDE | Best & Brightest
ASTON MARTIN
DESIGNA ACCESSORIES
designaaccessories.com.au
The TRG Automatic fuses Seiko-driven performance
with Aston Martin-inspired design in this 41mm
timepiece. Its skeleton dial, inspired by DBS GT
Zagato wheel rims, reveals the movement within,
while a stitched black silicone strap echoes Aston
Martin’s seats. Topped with sapphire-coated glass and
a transparent case back showing the movement and a
Podium Green rotor.
AURELIA RING
SAPPHIRE DREAMS - SAMS GROUP
sapphiredreams.com.au
The Aurelia Ring is crafted in 18-carat
yellow and white gold, showcasing an
emerald-cut Australian sapphire framed
by brilliant white accent stones. With its
refined silhouette and intricate detailing,
this design captures understated luxury. A
radiant choice that transitions effortlessly
between everyday sophistication and life’s
most memorable occasions.
BLUSH BISOUS NECKLACE
AND EARRINGS
BLUSH PINK DIAMONDS - SAMS GROUP
pinkkimberley.com.au
Radiating warmth and romance, the Blush Bisous
Necklace and Earrings are a graceful celebration
of love’s sweetest moments. Crafted in 18-carat
rose and white gold, each piece features a
delicate arrangement of natural Argyle pink
diamonds and fine white diamonds. Their soft,
luminous sparkle is perfect for everyday wear,
while effortlessly elevating any special occasion.
COACH
MGDL DISTRIBUTION
mgdldistribution.com.au
With a soft pink leather band and
dial adorned with the Breast Cancer
emblem, this watch from Coach
blends elegance and advocacy.
Wear it as a stylish reminder of
strength, hope and resilience.
COACH
MGDL DISTRIBUTION
mgdldistribution.com.au
Featuring a crisp white dial
and an expandable stainlesssteel
band, this Coach watch
blends sleek design with
all-day comfort. A versatile
accessory that works as
effortlessly at the office as it
does out of the town.
COEUR DE LION
TIMESUPPLY
coeurdelionjewellery.com.au
Coeur de Lion’s handmade creations
marry clear, minimalist design with
bold colour combinations, making
them both elegant and unconventional.
The GeoCube is an award-winning
design icon, inspired by the Bauhaus
movement and celebrated worldwide.
CONNOISSEURS JEWELLERY
DRY WIPES
DURAFLEX GROUP AUSTRALIA
dgau.com.au/connoisseurs
Connoisseurs Jewellery Dry Wipes offer a
quick and effortless way to keep your treasures
gleaming on the go. Infused with a gentle cleaning
formula, each wipe removes fingerprints,
smudges, and light tarnish, restoring brilliance
without the need for water or chemicals.
CONNOISSEURS FINE
JEWELLERY CLEANER
DURAFLEX GROUP AUSTRALIA
dgau.com.au/connoisseurs
Connoisseurs Fine Jewellery Cleaner
is the ultimate solution for restoring
your precious pieces to their original
brilliance. Specially formulated to remove
dirt, oils, and tarnish gently yet effectively,
it rejuvenates gold, silver, platinum, and
gemstones without causing damage.
44 | October 2025

October 2025 | 45

OCTOBER BUYING GUIDE | Best & Brightest
CROSSOVER DIAMOND RINGS
BECKS
becksgroup.au
Discover the allure of the BECKS crossover rings,
where modern design meets timeless elegance.
Featuring gracefully intertwined bands set with
brilliant diamonds crafted in your choice of pink,
yellow, or white gold, it’s a versatile statement
of refined style — perfect for marking special
moments or adding a touch of glamour.
An 18-carat yellow gold ring set
with a Queensland boulder opal,
glowing with vibrant plays of colour
across its natural surface. The opal
rests in a sculptural bezel, its sides
delicately cut out to echo organic
patterns, blending raw Australian
beauty with refined artistry in a truly
distinctive design.
ELLENDALE DIAMONDS AUSTRALIA
ellendalediamonds.com.au
FURLA
DESIGNA ACCESSORIES
designaaccessories.com.au
An 18-carat yellow gold pendant showcasing a
natural Australian gold nugget, paired with a vibrant
Queensland boulder opal in a polished bezel. A
sweep of Argyle white diamonds flows across the
nugget and bail, uniting organic beauty with refined
craftsmanship. Also from Ellendale Diamonds, this
18-carat white and rose gold pendant showcases an
Australian gold nugget, accented with a crescent of
pink diamonds from the Argyle mine.
Bold yet refined, the Furla Mianuvola
Square pairs a silver-and-gold two-tone
case with the Furla Arch logo links for
striking contrast. A square 20mm case
frames a rich green sunray dial, bringing
a vibrant pop of colour for contemporary
luxury meets timeless elegance.
GUESS
DESIGNA ACCESSORIES
designaaccessories.com.au
Engineered for bold expression, this
GUESS Watch showcases a polished
44mm gold-tone case with a black biobased
nylon overlay. The multi-function
black dial adds a sleek edge, while the
textured black silicone strap ensures
all-day comfort — a modern design built
to stand out with confidence.
IDA EARRING
IKECHO AUSTRALIA
ikecho.com.au
A modern take on classic pearl
elegance, the Ida Earrings feature
three luminous white freshwater
pearls suspended from fine 9-carat
yellow gold chain hooks. The cascading
design adds gentle movement and
dimension, making them a standout
choice for special occasions, evening
wear, or brides wanting a touch of
contemporary romance.
JAPANESE AKOYA PEARL
O’NEILS AFFILIATED
oagems.com
O’Neils Affiliated presents the new Japanese
Akoya Pearl Range, available in-store and online
now — fine quality, white, half-drilled Akoya
pearls in all standard sizes from 2.5 to 8.5mm.
Pairs and matching sets available.
KIARA SET
IKECHO AUSTRALIA
ikecho.com.au
The Kiara Set pairs modern elegance
with timeless iridescence. Featuring
a uniquely shaped white Motherof-Pearl
set in yellow gold-plated
sterling silver, the Kiara Studs and
Kiara Necklace bring a luminous
glow to any look. Their clean
silhouettes and soft shimmer make
them versatile pieces — perfect for
everyday wear, effortless layering, or
as subtle statements worn together.v
46 | October 2025

October 2025 | 47

OCTOBER BUYING GUIDE | Best & Brightest
LADIES FLORAL RINGS
BECKS
becksgroup.au
These charming new floral rings bring a
playful style to the BECKS ring collection,
blending soft petal shapes with fine
craftsmanship. Available in pink, yellow,
or white gold, each piece can be
customised with a choice of gemstones
for a subtle burst of colour — perfect for
adding effortless charm to everyday wear.
KIMBERLEY GRAND PETULIA RING
PINK KIMBERLEY - SAMS GROUP
pinkkimberley.com.au
A true reflection of luxury and masterful
craftsmanship, the Grand Petulia Ring from Pink
Kimberley showcases the rich pink hues of an
exceptional Argyle pink diamond at its centre. This
one-of-a-kind floral-inspired creation blooms with
a halo of vibrant pink diamonds and a stunning
arrangement of white marquise and pear-cut
diamonds, radiating elegance from every angle.
NOMINATION COMPOSABLE
TIMESUPPLY
nomination.au
This Spring/Summer, the Composable collection
from Nomination Italy is expanding with more
than 100 new links in 18-carat gold, 9-carat rose
gold, and sterling silver. Celebrate love, a favourite
pet, a milestone, a special family member - the
options are almost unlimited, offering excellent
collectability and repeat business.
NOMINATION WEAR FASHION
TIMESUPPLY
nomination.au
For the Ready to Wear Fashion Collections,
Nomination showcases the fun Sterling Silver
Shine Me Up collection with popular sparkling
cubic zirconia motifs such as butterflies,
dragonflies, hearts and bows. Sure to appeal
to those who love just a little touch of bling.
PHILIPP PLEIN
DESIGNA ACCESSORIES
designaaccessories.com.au
The Spectre Lady is pure frozen fantasy. A
timepiece sculpted in gold-tone and sealed with
style. Its petite 23mm silhouette glistens with a
frosted finish that whispers elegance but roars
luxury. The gold-tone dial sparkles with crystals,
making it a spotlight-stealer from every angle.
QUDO
TIMESUPPLY
qudojewellery.com.au
The stylish new Cassine bracelet from Qudo
offers great personalisation options by adding
your favourite tops, mix and match to your
outfit. Create your own signature look with
these unique bracelets, rings, necklaces,
and earrings - all featuring interchangeable
elements to curate your personal style.
POPPY EARRINGS
PINK KIMBERLEY - SAMS GROUP
pinkkimberley.com.au
The Kimberley Poppy Earrings are a
modern take on timeless elegance.
Crafted in 18-carat white and rose gold,
each hoop is set with alternating white
and Argyle pink diamonds, creating
a soft yet striking contrast. With their
smooth, rounded silhouette and
effortless wearability, these earrings are
a versatile statement for both everyday
sophistication and evening allure.
48 | October 2025

ROSEFIELD
DESIGNA ACCESSORIES
designaaccessories.com.au
Where vintage charm meets modern
sophistication, the Ivy features a 21 x
26mm duotone case and a white matte
dial with gold Roman numerals, paying
homage to classic watchmaking. A
Swarovski crystal crown adds a hint of
luxury. Paired with a matching duotone
bracelet and adjustable fit, Ivy is an
effortless modern classic designed to
elevate every look.
SKYLAB DIAMOND
skylabdiamond.com
Skylab Diamond offers labcreated
diamonds and fine
jewellery crafted with innovation
and precision. Collections feature
rings, bands, bracelets, necklaces,
pendants, and earrings. With
customisation, memo programs,
and fast shipping, Skylab delivers
quality, reliability, and solutions
that elevate your business.
Sapphire Dreams celebrates the outstanding beauty of
Australian sapphires, showcasing their unparalleled
colour range within meticulously crafted, elegant jewellery
designs. Each sapphire is hand-selected by our team of
expert gemmologists, ensuring every piece highlights the
stone’s natural brilliance and unique beauty.
Our ethically sourced, Australian sapphires embody the
harmony of luxury and sustainability.
SapphireDreams.com.au
Become a stockist today 02 9290 2199
October 2025 | 49

OCTOBER BUYING GUIDE | Best & Brightest
This ring, made from recycled 925
silver, makes a clear statement with an
oval-cut, imitation turquoise. Framed by
white zirconia stones, the stone unfolds
its calm, protective radiance. The
wide shank emphasises the powerful
presence of the design - natureinspired,
expressive and harmonious.
THOMAS SABO
DURAFLEX GROUP AUSTRALIA
dgau.com.au/thomas-sabo
Elyndra captures raw beauty, where natural stones
meet the refined glow of silver and gold. Each piece
reflects both strength and delicacy, as well as tradition
and a modern vision. This necklace, crafted from
recycled 925 sterling silver, features a bold half-moon
centrepiece adorned with a harmonious row of stones:
a deep garnet-red zirconia at the centre, framed by
radiant white and vibrant turquoise accents.
A bracelet with a protective aura: polished
beads of imitation turquoise fit together
harmoniously and enclose a central silver
element in a stylised eye shape - set with
another turquoise stone. This highly symbolic
design symbolises clarity, healing, and inner
balance — part of the Elyndra collection, a
stylish lucky charm with depth and expression.
TIMEX
DESIGNA ACCESSORIES
designaaccessories.com.au
The Timex Waterbury Ace
Chronograph is an elevated
reimagining of the traditional
pilot’s watch, featuring a new
41mm brushed recycled stainlesssteel
case that’s confident and
refined. It’s clean, high-contrast
green sunray dial ensures quick
time checks with bold Arabic
numerals, and the second hand is
unique as well: sleek and minimal.
TOMMY HILFIGER
MGDL DISTRIBUTION
mgdldistribution.com.au
Crafted in stainless steel with
a matching steel band, this
chronograph from Tommy Hilfiger
features a sleek silver dial with
precise multifunction details. Its
polished finish and subtle texture
make the dial catch light in just
the right way.
TOMMY HILFIGER
MGDL DISTRIBUTION
mgdldistribution.com.au
Combining a polished gold steel
case, steel band, and bright
white dial, this watch offers a
timeless look with a modern flair.
The contrast between the warm
tones and crisp dial creates visual
harmony, while subtle finishing
touches, such as finely etched
markers and clean lines, enhance
its sense of craftsmanship and
timeless style.
TOMMY HILFIGER
MGDL DISTRIBUTION
mgdldistribution.com.au
Make a statement with this
men’s chronograph from Tommy
Hilfiger, featuring a crisp silicone
band and striking blue dial. The
bold colour palette highlights the
multifunction sub dials, and the
tactile silicone adds comfort and
modern flair.
50 | October 2025

UNODE50
TIMESUPPLY
unode50.com.au
UNOde50’s new Invincible
Collection encourages us to believe
that no goal is unattainable and
our potential is limitless. Honour
your resilience with the Invincible
Rigid Bracelets, combining elegant
design with a convenient spring
mechanism for effortless wear.
DOVE DIAMOND INSPECTOR
$900
+GST
FAST, PORTABLE, RELIABLE
VIVIENNE WESTWOOD
HEART PENDANT WATCH
WEST END COLLECTION
westendcollection.com.au
The watch heart necklace features
sunray dials, Swarovski crystals, and
silver rays corresponding to each
hour. The black enamelled, doublesided
watch case is inspired by the
house’s signature heart motif, which
has featured in collections through
the decades. The pendant watch is
finished with a polished silver Rolo
chain, linked to the watch through the
Vivienne Westwood safety pin motif.
VIVIENNE WESTWOOD
ORB BUTTON WATCH
WEST END COLLECTION
westendcollection.com.au
The Orb Button watch is designed
with a sliding split case, featuring
a gold-tone brushed dial beneath.
Drawing inspiration from signature
house styles, the piece offers a
polished curb chain bracelet, branded
with a raised orb motif - synonymous
with Vivienne Westwood’s vision of
taking tradition into the future.
Instant and reliable screening with dual UV (220
nm deep UV + 370 nm): Quickly reveal synthetic
diamonds (CVD and HPHT) based on fluorescent and
phosphorescent behaviour. On-the-spot decisions
and avoid costly mistakes.
Optimised for mounted jewellery and portability:
Inspect rings, pendants, brooches, tennis bracelets and
loose diamonds without unsetting stones; compact,
travel-ready design with integrated magnification and
smartphone-friendly viewing. No apps required!
ENQUIRE NOW
GEMETRIX.COM.AU/DOVE.HTML
October 2025 | 51
+61 439 209 933 | john@gemetrix.com.au

BUSINESS
Selling
Improving your customer service: Part I
It’s time to go back to basics. GEORGANNE BENDER outlines the
requirements for a successful sales staff in modern retail.
Retailers these days wear many hats.
You sell in-store, online, and social
media, making exceptional customer
service mandatory.
Every staff member must be kept up to
speed on what is expected of them while at
work, and every associate needs to ensure
that whatever is expected happens.
Let’s look at how you can improve your
customer service and increase store
sales.
Start with solid communication
However, don’t rely on voicemail to answer
every call!
Answer calls the right way
How the phone is answered builds a
perception of the business. Know what
drives customers crazy? This:
“Hello, and thank you for calling XYZ Shop.
We are open from 10:00 – 5:00 Monday –
Wednesday, Thursday, and Friday, 10:00 –
9:00, Saturday from 10:00 – 6:00, and 11:00
– 4:00 on Sunday. Our special today is X and
Y. This is Z. How may I help you?”
You know the saying: Everyone needs to
be on the same page, in the same book;
however, they can’t do that unless you
make it happen.
Consider setting up a weekly email blast
for associates that brings them up to
speed on what’s happening in the store.
You can do the same thing with a private
Facebook group or keep in daily contact
with many available free apps.
We like WhatsApp; it’s free to use and you
can send messages, documents, photos,
and videos, make voice calls, and even
host video chats on mobile devices and
desktop computers.
As long as you can send the same
message to all employees at the same
time, choose whatever method works best
for you.
It’s also a good idea to hold a 10-minute
meeting with employees each morning
before you open the doors for business,
repeating it whenever there is a shift
change. You can leave people in the
dark; however, you can never overcommunicate.
Set a daily sales goal
People must know what is expected of
them, no matter how long they have been
with you.
If you have never set a daily sales goal, you
will be pleasantly surprised at how much
more attentive associates become once
they know you are keeping track of their
productivity.
Your POS system may be able to help here,
or you can ask customers at the counter
who helped them and note it in a Daily
Sales Goal Journal.
Don’t just say you have a goal – write it
down and put it in a place where every
staff member can see it.
Daily assessments
Require everyone to do a mandatory 360
Degree Pass-By at the start of each shift.
We created this daily exercise to keep
everyone up to speed on what’s happening
on the sales floor.
It requires staff members to walk through
the store quickly, noting what’s new,
what has changed, and which areas need
immediate attention. A daily 360 Degree
Pass-By shouldn’t take more than a few
minutes; however, it will help employees
– even your full-timers – become more
familiar with what’s happening on the
sales floor.
Pick up the phone – fast!
Answer the phone within four rings,
the number typically programmed into
answering machines and voice mail
systems. There will always be exceptions;
however, picking up the phone in four rings
or less should be your standard.
If you are busy helping another customer
and the phone rings, simply ask
permission to answer it. “Would you mind
if I answered the telephone?”
If the customer says okay, take the call
and offer the caller the choice to be placed
on hold or opt for a call back within a
specified time.
If the customer says no, let the call go to
voicemail.
People must
know what is
expected of
them, no matter
how long they
have been with
you.
I’m hanging up – this is too much
information!
Instead, choose a short, standard greeting
that everyone must use when answering
the phone. Ours is, “It’s a great day at
KIZER & BENDER Speaking! This is X. How
may I help you?” It’s short, friendly, and to
the point.
Warm welcomes are mandatory
Welcome shoppers as quickly as possible.
Interestingly, in our onsite studies,
shoppers greeted within 60-90 seconds
said it took five minutes or more for
someone to acknowledge them. It’s a
perception thing –customer time v real
time – so say hello as soon as possible!
A warm smile and a hello are all you need.
Make eye contact and say, “Welcome to
the store!” or “What brings you in to see
us today?”
Most customers will thank you for opening
the door to a longer conversation. If the
shopper needs help immediately, they’ll
ask for it. When they don’t need help,
offer a cart or a basket and invite them to
browse leisurely. You can check back later
to see how they are doing.
Never say, “May I help you?” because the
answer will almost always be, “No thanks,
I’m just looking.” That question only works
when the customer is clearly in a hurry.
In the next issue of Jeweller, we’ll continue
to cover the mandatory standards for retail
sales staff in 2025.
GEORGANNE BENDER is a retail
strategist, author and consultant.
Learn more: kizerandbender.com
52 | October 2025

BUSINESS
Management
Leading customers with empathy during uncertainty
We find ourselves navigating uncharted waters.
JEANNIE WALTERS encourages you to support your customers.
They say the only thing certain about
change is, well, it changes.
The past few months have been a
whirlwind. Tariffs, market swings, shifting
economic signals—every day seems to
bring a new plot twist.
The emotional toll is real. As a small
business owner, I feel it. You probably do,
too. And just like us, our customers are
navigating these stormy seas.
This moment calls for leadership. In fact,
now is the moment for the steady, cleareyed
leadership that customer experience
(CX) professionals are uniquely positioned
to provide.
How do you guide your customers?
When the ground beneath us is shifting,
we crave something solid. So do our
customers. They want to know someone’s
paying attention. That someone cares. And
while we may not have all the answers, we
do have some tools to guide us.
Here are a few ways to lead with empathy
and clarity during these uncertain times.
Understand customer anxieties: It’s
crucial to not only understand the
worries of your customers but also to
acknowledge them.
Start by tuning in. What are your
customers worried about right now? Are
they worried about shipping delays? Price
changes? Service disruptions?
Make a list of the anxieties your customers
might be experiencing—not just the
ones they tell you about, but the ones
that go unsaid. Consider what they
might be waiting for, uncertain about, or
questioning. For example:
• Are they waiting on a refund or update?
• Do they need clarity on changing
policies?
Map your customer journey with a focus
on the friction points that are most
vulnerable during times like these. Look
for the following issues:
• Bottlenecks in communication
• Delays in product or service delivery
• Unclear next steps for customers
Wherever you spot confusion or
frustration, seek clarity. Then, be
proactive in communicating it — on your
website, in customer service scripts, in
email updates. Even a simple message
like “We’re monitoring this closely and will
keep you updated” can provide powerful
reassurance.
Then keep that promise and keep
communicating.
Lead with honesty — and set realistic
expectations: This is not the time to
overpromise. Resist the temptation to
‘spin’ a message to your customers.
Customers respect businesses that are
transparent — even if that means saying,
“We don’t know yet.”
When you
name those
concerns
internally,
you’re better
equipped to
address them
externally.
Create small moments of certainty and
delight: Amid the chaos, small gestures
make a significant impact. Can you send a
thoughtful note to loyal customers?
Could you add a moment of surprise
to your onboarding process? Remind
customers of the values that haven’t
changed, even as the world around
us does?
These small acts don’t require huge
budgets — they require intention. And
they help customers feel valued.
Stay grounded in your mission:This is a
moment to return to your “why.”
When it’s hard to know where the road
is heading, your customer experience
mission statement can serve as a
compass. Reaffirm your commitment to
delivering meaningful, human-centred
experiences, even if the “how” must shift.
When it comes to leading customers
through difficult times, businesses must
always exercise empathy.
In uncertain times, customer experience
professionals play a vital leadership role by
guiding customers with empathy, honesty,
and clarity.
Businesses should acknowledge customer
anxieties, improve communication,
and avoid overpromising. Providing
small, thoughtful gestures and staying
true to core values can build trust and
reassurance.
While we can’t predict the future, we can
lead with compassion, helping customers
feel seen, supported, and grounded
despite ongoing change and instability.
As we all try to find our footing, let’s
remember: Our customers don’t expect us
to have all the answers; however, they do
notice who shows up with clarity, empathy,
and care.
• Are they nervous about rising costs or
inconsistent service?
When you name those concerns internally,
you’re better equipped to address them
externally. Ask: How can we provide
reassurances? How can we help set
expectations?
A few phrases that strike the right tone:
• “Here’s what we do know…”
• “While we can’t predict X, we are
committed to Y.”
• “We’re cautiously optimistic, but we don’t
want to make promises we can’t keep.”
We can’t predict what’s next, but we can
show up, lead with compassion, and give
our customers one less thing to worry
about.
JEANNIE WALTERS is founder and
Get clarity where you can: While we can’t
predict the future, we can illuminate the
present.
Honesty paired with empathy builds trust
—even when circumstances are beyond
your control.
CEO of Experience Investigators.
Learn more: experienceinvestigators.com
October 2025 | 53

BUSINESS
Marketing & PR
Managing information overload in your business
Information overload cripples many retail businesses.
BARRY URQUHART says it’s more important than ever to be measured.
Business, like society, is currently
overwhelmed with information. Much
of it is contradictory, and seemingly
little of it is substantiated, verifiable,
edited, and fact-checked.
Multiple sources, some of which are
spurious and questionable, are readily and
freely available. Many utilise numerous
channels to impart their wisdom,
attitudes, perceptions, and values. Much
of the information is self-serving.
It is difficult to make informed, objective,
and appropriate decisions. Collectively,
these factors are impacting and impinging
on the productivity of businesses,
government departments, the economy,
and the marketplace at large.
Hesitancy is common, as is inertia,
procrastination, and demands for more
reports, meetings, and contemplation.
Risk tolerance has been compromised
or sidelined. What has happened to the
philosophy: Just do it!
The key message is to reduce and tidy
up the clutter. The prevalence of ‘too
much information’ in the digital era
has promoted the wish to avoid making
the wrong decision. Concluding and
implementing the right decision is,
seemingly, a stretch for many business
leaders and management teams.
There is a substantial need for the
information, documentation, and
implementation of a structured,
disciplined decision-making template.
In the first instance, it is important to
recognise, accept and respect that there
is no perfect information or intelligence.
Subjectivity will be inherent in most
instances and circumstances.
We must be selective. Care must be
taken to determine a limited number of
preferred information matrices.
For example, enquiries, contacts,
conversion ratios, sales volumes, profit
margins, capital, fixed and variable costs,
market share, repeat business and
price elasticity – demand measures are
not necessarily uniform, integrated or
mutually compatible.
Externally developed, applied, and
monitored business models often do not
reflect or are consistent with individual
entities’ cultures, and purposes.
In such instances, customisation is
questionable, if not impossible.
The moulding of one – business or
business model - is often to the detriment
or compromise of the other. Self-interest
usually percolates to the top, with win-win
simply being out of reach.
In a sea of information, perceptions,
beliefs, perspectives, and contentions, it
is advisable, if not imperative, to identify,
embrace and deploy a restricted number
of data sources and bases.
Information overload is a huge burden
that slows decision-making and reduces
productivity, efficiency, and effectiveness,
while often consuming resources for little
or no material benefits.
Objectivity is a laudable goal, often
compromised by the presence and
influence of countless variables. Sadly,
hindsight is only a virtue at specific times,
typically post-decision.
Circumstances change, innovations
evolve, and opportunities emerge. Each
can and does regularly enhance the value
of differing insights and overviews. Astute
use of such can reduce, not eliminate, risk
and embellish the prospects and avenues
for such.
At times, established preferred sources
do not generate optimal answers, options
and considerations.
That is one reason why secondary
information channels should not be
discarded or ignored. Ideally, they should
be prioritised, categorised, and filed for
possible future reference and use.
We must be
selective. Care
must be taken
to determine a
limited number
of preferred
information
matrices.
Such disciplined structures outrank
informal, unstructured, and casual
approaches.
Sometimes, information sources can be
assigned to specific issues, aspects and
locations.
It takes a team to succeed. Focus,
comprehension, and unity all contribute
to addressing and redressing the issue of
information overload within a business.
Individual staff members need not
be encouraged to seek out further
information. The key to remember is to
seek and you shall find. It’s out there;
however, it does not necessarily contribute
to better, more informed discussion
making and performance.
Many and differing eyes can generate
additional paradigms and intelligence.
That is, old information looked at through
new perceptions creates new information.
Involve your staff.
Information filtering limits the scope for
foresight. Time and timing can determine
the relevance and currency of information,
which is a valuable lesson.
Artificial intelligence is an interesting and
appropriate case study. Its advantages,
benefits, and rewards are primarily
determined by access to information. It
can and does select sources and priorities
and apply weight to inputs. That is part of
its strength and its weakness.
Among AI’s most outstanding deficiencies
are the human attributes of nuance,
perspectives, emotions, values, beliefs,
and philosophies. There are no shortcuts
there. Intuitively, humans can, do,
and should make value judgements
about selecting and using information/
intelligence. Now, that is smart —
but not perfect!
Information abounds, and yet intelligence
is in relatively short supply. Therefore,
take the time and care to delineate the
two; often, further information is not
required. Indeed, reflect on the maxim:
Less is more.
BARRY URQUHART is managing
director of Marketing Focus. He has been
a consultant to the retail industry since
1980. Visit: marketingfocus.net.au
54 | October 2025

BUSINESS
Logged On
Establishing credibility in digital sales
Do you stand out online, or are you just like every other retailer?
TOM MARTIN offers a guide to building trust through digital marketing.
Most people believe consumers choose
businesses based on knowing, liking,
and trusting someone; however, that’s
only part of the story.
People do business with those they
know, like, trust, and find credible.
Credibility is the often-overlooked
linchpin in sales success. Especially
in today’s digital-first world, where
your digital persona forms the first
impression, credibility becomes crucial.
This is particularly true for industries
where you can’t touch or test the
service before purchase, such as
professional services, advertising
agencies, and PR firms.
In the digital age, your first impression
often isn’t formed during a handshake or
a face-to-face meeting; your digital
persona shapes it. This includes how you
present yourself on social media, the
content you share and publish, and
the content others publish about you.
A well-crafted LinkedIn profile,
insightful blog posts, and authoritative
quotes in industry articles contribute
to this digital persona. It’s no longer
enough to be known; you must be
known for the right reasons.
When someone encounters your digital
persona, they quickly assess whether
they like or trust you and whether you are
credible. Are you knowledgeable? Do you
offer valuable insights? Can you support
your claims with evidence? Your digital
footprint should serve as a testament to
your expertise and reliability. It’s your
ultimate referral partner.
Understanding trust
Trust is choosing to make something
you value vulnerable to another person’s
actions. It’s the foundation upon which
all successful business relationships
are built, a prerequisite for any
meaningful exchange.
How is trust established, especially in a
professional context where stakes are
high and scepticism often looms large?
Building trust is akin to constructing
a bridge. It requires time, patience,
and consistent effort. Each positive
interaction, each promise kept, and each
expectation met adds a plank.
Over time, these elements coalesce into
a sturdy structure capable of supporting
the weight of more significant decisions
and investments.
Research underscores the pivotal role of
trust in business. A Harvard Review study
found that trust in a business relationship
significantly increased the likelihood
of engagement and transaction. Trust
facilitates the initial decision to engage and
fosters loyalty and long-term commitment.
Trust goes beyond the rational; it’s deeply
rooted in the emotional. It’s nurtured
through what we say or do and how
we make others feel. Transparency,
empathy, consistency, and integrity are the
cornerstones of trust. When demonstrated
repeatedly, these qualities reassure
others of our intentions, capabilities,
and commitment to their best interests.
Credibility in sales success
Credibility, however, takes these
relationships to the next level. It’s the
quality that turns a friendly acquaintance
into a trusted advisor. While trust is
about believing you will do the right thing,
credibility is about believing you know the
right thing to do.
Creating credibility begins with
showcasing your expertise and
accomplishments. This can be achieved
through various channels: publishing
insightful articles, sharing success
stories, obtaining certifications, guesting
on podcasts, being quoted in reputable
media outlets, and speaking at industry
events. Each serves as evidence of your
knowledge and skills, contributing to a
profile others respect and trust.
Your digital
footprint
should serve
as a testament
to your
expertise and
reliability. It’s
your ultimate
referral partner.
Even in the world of referrals, credibility
is key. When you’ve built a repository of
public credibility, you make it easier for
friends, family, and customers (current
and former) to recommend you to their
network.
Your reputation precedes you, resulting in
more referrals, which convert to meetings
and ultimately customers.
Enhancing your digital credibility
Enhancing your credibility online is
crucial in a world where your digital
presence often precedes personal
interaction. Here are practical steps to
bolster your digital persona.
Showcase your expertise: Share insights
that solve real problems and offer value.
Create thoughtful social media posts if you
don’t have time for longer-form content.
Engage authentically on social media:
Don’t just agree with or compliment
others’ content; extend or expand on their
ideas to demonstrate your point of view
and insights.
Leverage testimonials: Share
success stories and customer
testimonials that speak to your ability
to deliver results. These serve as
social proof of your credibility.
Stay current: Continuously update
your knowledge and skills by attending
webinars, taking courses, subscribing
to relevant newsletters, and sharing
your knowledge.
Be transparent: Admit when you don’t
know something and be open about
your learning process. Transparency
builds trust and showcases your
authenticity and dedication to providing
accurate information.
Remember, in the end, people do business
with those they know, like, trust, and find
credible. Ensure your digital footprint
reflects all these qualities, and you’ll be
well on your way to becoming a trusted and
credible authority in your industry.
TOM MARTIN is an author, keynote
speaker, and the founder of Converse
Digital, a sales and marketing agency.
Learn more: conversedigital.com
October 2025 | 55

My Bench
Brielle Prince
Meg Maskell Fine Jewellery
• AGE: 21 • YEARS IN TRADE 2.5 • TRAINING: TAFE & Apprenticeship
FAVOURITE GEMSTONE Padparadscha
sapphire.
FAVOURITE METAL 18-carat yellow gold.
FAVOURITE TOOL I love my parallel pliers.
BEST NEW TOOL DISCOVERY Easily the
laser welder!
BEST PART OF THE JOB Seeing a piece
I’ve put so much time and effort into finally
finished.
WORST PART OF THE JOB Rhodium plating
taking your breath away.
BEST TIP FROM A JEWELLER Every mistake
you make means you’re learning.
BEST TIP TO A JEWELLER You will never not
be learning, so don’t be so hard on yourself.
BIGGEST HEALTH CONCERN ON THE BENCH:
The amount of polish that is probably in my
lungs.
LOVE JEWELLERY BECAUSE It’s the perfect
way to express yourself, and I’m lucky
enough to be able to help people do exactly
that.
56 | October 2025

October 2025 | 57

OPINION
Soapbox
Honouring the past and shaping the future
Reinventing a business without sacrificing its roots is the ultimate challenge.
GAVIN BAIRD reflects on the importance of communication and strategy.
More than two centuries ago, Scottish
poet Robert Burns penned the enduring
line, ‘the best laid plans of mice and men
often go awry.’
It’s a timeless reminder that even the most
meticulously crafted plans can be upended
by unforeseen circumstances. Life, in all
its complexity, defies perfect foresight. In
business, and especially in the jewellery
trade, we all learn this sooner or later.
This truth is one that BECKS has faced not
once, but twice in recent years. Founded in
1976 as the Peter W Beck Company by
Peter and Ann Beck, the business has
long been anchored in family values and
dedication to the local jewellery industry.
In September 2021, Ann Beck passed away,
followed by Peter just a few months later in
December. Not long before their passing,
Greville Ingham had returned to the family
business, working closely with Peter and
his daughters, Carol and Jenni.
At that pivotal moment, Greville contributed
an article to Jeweller magazine, reflecting
on the unexpected nature of leadership
transitions and offering insight into the
importance of succession planning.
He emphasised the need for a shared
vision and a defined path forward. Yet,
perhaps his most powerful message
was this: never lose sight of your origins.
Safeguarding the legacy and values of a
business is not just important; it is essential.
After Greville’s unexpected passing in
September 2024, BECKS entered another
period of consolidation - getting back to
basics and identifying the strategic changes
needed to move forward. I was introduced to
the company four years ago as a consultant
and, since becoming CEO, have focused
on providing stability and support as the
company finds its feet, helping to establish
continuity for both staff and our customers.
In times of upheaval, communication and
alignment are essential, something I'm
sure every business owner can relate to.
During this time, I’ve been fortunate
enough to work alongside Carol and Jenni
as managing directors. After the passing
of Greville, they’ve remained focused on
honouring their father’s legacy, staying true
to the BECKS DNA, and ensuring the best
interests of the business and the industry.
Key for us was recognising and
acknowledging the value and vital role that
the wider BECKS employees would play
in ensuring sustainability in a challenging
market. We have been able to rely on the
terrific support of the staff and their ideas
to shape our direction. One of our most
important jobs was to be good at listening.
The staff were so pleased to have Peter’s
daughters running the business, and the
level of support and dedication they have
shown has been truly overwhelming.
Carol and Jenni have drawn on a lifetime
of being in and around the industry, growing
up with their father as he built the business,
and now leading as managing directors.
Their philosophy is to work both in and on
the business, making sound commercial
decisions, providing strong leadership,
listening to our employees and setting
a clear direction as to where and how
they want to take the business.
What changes needed to be made?
Innovation, responsiveness, and product
quality continue to drive us forward. The key
to taking the business to a place where it
can truly support our customers and drive
sales has been understanding its various
components and identifying areas for
improvement. With so many moving parts,
we have had to stay agile and adapt quickly.
It’s always important to remember that
improvement in your jewellery business
doesn't need to be dramatic; however,
it should be deliberate.
It’s about being good at what we are good
at and recognising, understanding, and
leveraging the value-added points of
difference that BECKS has historically
and will always offer to customers.
Being in business often requires calculated
risks in decision-making and direction.
We collectively identified initiatives we
wanted to trigger that would really
provide the business a strong platform
to move forward with in the future.
The ancient Latin proverb, ‘fortune favours
the brave’, springs to mind as it took a level
of courage to undertake multiple major
projects to advance the business.
One key shift was moving away from
external consultants unfamiliar with
the nuances of our industry.
Safeguarding
the legacy and
values of a
business is not
just important;
it is essential.
Instead, we focused on internal capability,
leading to more efficient decision-making
and better results. Sometimes, trusting
your team’s instincts is the best move.
We also reworked pricing, customer
engagement, and financial processes,
and these changes delivered tangible
improvements. Externally, we refreshed
the brand with a softer and more
approachable look and introduced a
structured new product development
process focused on quality over quantity,
targeting the areas that would deliver
the greatest benefit to our customers.
Where do we go next?
The International Jewellery Fair in Sydney
was very rewarding, as we saw the level of
engagement from both existing and new
customers. Our latest product releases,
display ranges, tray packages and services
we provide were all very well received and
translated into a strong level of orders.
We took this as great validation for the
work we have done since joining and
the decisions we have been making.
It’s a challenging time for the industry
and our customers, and we view it as our
responsibility to support them with the
best products, services, and guidance
while staying true to our course.
These values have carried us nearly 50
years since Peter founded the business with
a lathe in his basement. Carol and Jenni still
recall him proudly showing them prototypes
as children. From those humble beginnings
to the international business it is today, now
led by his daughters, it’s been an incredible
journey to witness and to be a small part of.
For many reading this, your story may
be similar - humble beginnings, built on
passion, shaped by people - and that’s
worth protecting.
As we approach our 50th anniversary
we look forward to celebrating our
journey and highlighting our identity
as a proudly Australian based, owned,
and operated company.
Name: Gavin Baird
Business: BECKS
Position: CEO
Location: Adelaide, SA
Years in the industry: 4
58 | October 2025

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October 2025 | 59

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60 | October 2025
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