Jeweller - November 2025

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY NOVEMBER 2025
Stopping Scammers
JEWELLERY RETAILER WINS CLASH
WITH ONLINE SCAMMER
Modern Brides
WILL CHANGING ATTITUDES TOWARDS
MARRIAGE IMPACT YOUR STORE?
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JEWELLERY RETAILER WINS CLASH
WITH ONLINE SCAMMER
VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY NOVEMBER 2025
WILL CHANGING ATTITUDES TOWARDS
MARRIAGE IMPACT YOUR STORE?
CELEBRATE A SIGNIFICANT VICTORY
IN THE CAMPAIGN FOR APPRENTICES
NOVEMBER 2025
Contents
This Month
Industry Facets
9 Editorial
10 Upfront
12 News
20 Events
22
25
48
50
10 YEARS AGO
Time Machine: November 2015
LEARN ABOUT GEMS
Around The World: Diamonds
MY BENCH
Olena Kovalevska
SOAPBOX
Arda Kara
Features
26 ENGAGEMENT JEWELLERY
Brave new world
Changing attitudes towards
engagement and marriage are
providing jewellery retailers with
new opportunities to connect
with customers.
26
32
36
40
ENGAGEMENT & BRIDAL JEWELLERY
How will changing attitudes towards marriage impact your store?
NOVEMBER BUYING GUIDE
Take a closer look at the latest products from leading suppliers
JEWELLERY APPRENTICES
Significant victory for the future of the jewellery trade
GHOST STORE SCAMMERS BUSTED
Local jewellery retailer goes toe-to-toe with scammer
36 YOUNG JEWELLERS
Victory!
The importance of unity within the
jewellery industry has been exemplified
by recent progression in the fight for
jewellery apprentice support.
42
INTERNATIONAL VOYAGE
Lessons learned walking the jewellery fair floor in Hong Kong
Better Your Business
44
SELLING
GEORGANNE BENDER concludes the series of customer service essentials.
45
46
47
MANAGEMENT
SHEP HYKEN encourages you to manage the smallest details first.
MARKETING & PR
SIMON DELL shares cost-effective marketing strategies for new businesses.
LOGGED ON
GRAHAM JONES discusses the impact of AI on the retail industry.
Stopping Scammers
Modern Brides
Big Step Forward
40 STOPPING SCAMMERS
Fight fire with fire
Australian jewellery retailers are
fighting back against online scammers.
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Editor’s Desk
Time for the JAA’s critics to answer some hard questions
Former board members are pushing back against the JAA’s efforts to unite the industry.
SAMUEL ORD questions who benefits from the jewellery industry remaining divided.
One might reasonably expect that any
trade association seeking to end division
and bring unity to its industry would be
widely commended.
Unfortunately, but perhaps unsurprisingly,
that has not been the case in the jewellery
industry in recent weeks.
In late October, the Jewellers Association
of Australia (JAA) announced it will exhibit
at the Australian Jewellery Fair, organised
by Expertise Events and scheduled for
19–20 April 2026 in Adelaide.
It was an unexpected announcement that
represented a significant step forward for
the embattled JAA, suggesting that the
organisation is ready to engage with the
broader market after spending nearly
a decade on the sidelines.
Indeed, the JAA will be joined in Adelaide by
the three major buying groups – Nationwide
Jewellers, Showcase Jewellers, and the
Independent Jewellers Collective – as well
as other industry associations, including the
Gemmological Association of Australia and
the Gold & Silversmiths Guild of Australia.
After the announcement, Jeweller received
feedback from leading suppliers, all
expressing approval that, after nearly
10 years in the wilderness, the JAA would
participate in one of the jewellery industry’s
largest annual trade shows.
Unfortunately, as is so often the case in
industries with a long history of petty politics,
it seems not everyone agrees. Reactions
have been mixed elsewhere, with a small
but vocal minority airing grievances in
familiar corners of social media.
I’m sure that won’t come as a surprise
to many readers. Even when the news is
overwhelmingly positive, some people
can’t help but gravitate towards criticism.
It’s the classic ‘glass half empty’ attitude.
The JAA’s participation in the Australian
Jewellery Fair indicates a willingness to
move on from past disputes. Meanwhile,
the criticism from former board members
suggests that some people are incapable
of setting aside the petty politics that have
divided the industry for nearly 10 years.
Beneath the surface, these protests reflect
a desire to preserve the ‘status quo’, which
is a divided jewellery industry.
Life is too short for long-term grudges
The decision to ‘rekindle the romance’
between the industry’s largest events
organiser and the member-based
association has been spearheaded by
two new board members, Jay Barlett
and Stephen Schneider, appointed in April.
When Expertise Events announced the
news, it was described as the beginning of
a ‘new chapter’. The media release included
a broad apology from Bartlett to anyone
affected by the 2016 split between the
organisations.
Bartlett specifically noted that he cannot
speak for former boards, as he was not
a director at the time. Nonetheless, he
acknowledged the damage and division
caused by previous decisions.
Bartlett is one of six members of the JAA
board and the only director to date to share
his personal opinion publicly on this matter.
It is highly unlikely that all current board
members share Bartlett’s perspective or
agree with his decision to issue an apology.
With that said, the JAA’s board has been
unequivocal about the intent behind his
comments.
In a statement, the JAA board informed
Jeweller that the comments were made to
support greater unity within the jewellery
industry. It was noted that the association is
committed to professionalism, transparency,
and the advancement of constructive
relationships within the industry.
How could anyone be unhappy with that?
What’s your problem?
As mentioned, a small band of retailers and
suppliers took to social media to criticise
the JAA’s decision to participate in the
Australian Jewellery Fair in Adelaide.
Among them was Karen Lindley, a former
JAA board member, who repeated a
demonstrably false allegation. It’s a
claim that has been publicly refuted by the
JAA’s current president, Joshua Sharp,
and its vice-president, Ronnie Bauer.
Another interesting example of a detractor
was Ian Brookes, another former board
member of the JAA. Brookes suggested that
the JAA had nothing to apologise for.
Beneath the
surface, these
protests reflect
a desire to
preserve the
‘status quo’,
which is a
divided jewellery
industry.
He also suggested that Bartlett should have
consulted former board members before
issuing his personal apology.
Finally, we have Jane Williams, who runs
a jewellery business in South Australia.
Williams described the JAA’s decision as
“disgusting” and announced that she was
quitting the organisation.
There’s an interesting but unsurprising
thread connecting each critic - association
with Laura Moore, the organiser of the
Jewellery Industry Fair, which has been
backed by the JAA since 2021.
Ian Brookes joined the JAA board in 2009 and
served as a state director for South Australia.
When Brookes quit the JAA in 2014, Moore
was appointed his successor. Karen Lindley
was appointed to the JAA board in 2016 after
Moore was forced to resign as vice president
following her departure from Peter W Beck.
Oh, and Jane Williams? She worked at Peter
W Beck from 2010 until 2014. Coincidentally,
Moore worked for the same company from
2009 until 2016.
The JAA’s agreement to exhibit at the
Australian Jewellery Fair early next year
does not include any form of ‘exclusivity’.
Nothing is preventing the JAA from exhibiting
at trade shows organised by both Expertise
Events and the Jewellery Industry Network
in 2026. So, why has there been so much
uproar, particularly among former JAA
board members?
Whatever the answer, the JAA would be well
served to take a ‘glass half full’ approach to
such membership cancellations. At first,
it may sting a little; however, these protestors,
detractors, and naysayers are clearly not
aligned with the JAA’s core values.
It could reasonably be argued that anyone
who takes issue with the JAA attempting
to mend bridges, move on from the past,
and unite the jewellery industry is simply not
suited to be a member.
It’s only after misinformation, grudges, and
politics are thoroughly removed that the
JAA can fully pursue its core values and
strengthen the Australian jewellery industry
for years to come.
SAMUEL ORD
EDITOR
November 2025 | 9

Upfront
Rewind: Best Bench Tip
Stranger Things
Weird, wacky and wonderful
jewellery news from around the world
FEBRUARY 2019
Spying accusations
According to reporting by
The Telegraph, MI5 suspected
that the German founder of Rolex
was a Nazi spy. Formerly classified
documents at the National Archives
reveal that secret service agents
believed Hans Wilsdorf should
be blacklisted due to his sympathies
for Adolf Hitler’s regime.
According to a report by
The Independent, many supporters
of US President Donald Trump
are unhappy with his branded watch
company after several customers
complained of delivery issues.
Reviews of the watch company
average 2.7 stars out of 5, according
to TrustPilot, with many customers
leaving reviews criticising
the business as a “scam.”
Out of all the reviews,
62 per cent were negative.
“You can learn from
anyone, regardless of their
experience level.”
MARTIN LOVELL
CLAUSONS JEWELLER
HISTORIC GEMSTONE
The Regent Diamond
The Regent Diamond started as a
410-carat diamond found in India around
1698, which was stolen by a slave
and later sold to British Governor
Thomas Pitt. Cut in London into a
141-carat diamond, it was sold in
1717 to Philippe II,
Regent of France.
It adorned the crowns of Louis XV
and Louis XVI, was stolen in 1792 but
recovered, and was later mounted in
Emperor Napoleon’s sword. Surviving
political upheavals, it was placed in the
Louvre in 1887, where it remains today.
Timeless Trends
Celebrity engagements are driving
a shift toward centre stones averaging
2–4 carats, with colour gemstones and
lab-created diamonds making larger
sparkle more accessible than ever. This
shift blends luxury with affordability,
making bold, custom-made rings
more accessible and desirable.
Images: Calleija
300 years later…
A trove of gold and silver valuables,
lost beneath the ocean for more than
300 years, has been discovered off the
coast of Florida by treasure hunters.
More than 1,000 silver and gold coins,
believed to be valued at more than
$USD1 million, have been recovered
from an 18th-century shipwreck.
The discovery was made by
Queens Jewels, which recovered
the stash off the coast in July. The
gold and silver are believed to have
belonged to a fleet that disappeared
during a hurricane in 1715.
Rough reception for
tech necklace
A million-dollar marketing campaign for a
necklace designed to battle ‘loneliness’ has
been met with harsh feedback in New York City.
‘Friend’ is an Artificial Intelligence (AI) powered
necklace designed to be a portable companion,
created by Avi Schiffmann of Seattle. The
necklace was designed to transcribe meetings;
however, it has since been rebranded as a tool
to address loneliness and isolation. Vandals
have since taken to defacing the advertising
with markers, writing messages such as “AI
wouldn’t care if you lived or died."
Campaign Watch
The Responsible Jewellery
Council (RJC) has launched its
first retail marketing campaign,
reportedly designed to help
members raise awareness about the
sustainable practices in the broader
industry. The campaign includes
imagery accompanied by the words
'love responsible jewellery' and
'love responsible watches.'
Images: wwd
VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY
Published by Befindan Media Pty Ltd
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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
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November 2025 | 11
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News
Jewellery Industry Network: Unravelling a web of collapsing companies
Jeweller recently reported on a range of significant
changes to the Jewellery Industry Network and
documented several unusual connections it has
with liquidated companies.
Among the three collapsed companies was a
charity that purported to help financially
disadvantaged children.
A review of the charity's financial statements
reveals that 89 per cent of all donations were spent
on staff. Furthermore, a staggering 99 per cent of
revenue was spent on administration costs.
Since this report, four more companies
connected to one of the founding directors of the
Jewellery Industry Network, Angkham (Andy)
Phanthapangna, have been identified as having
been liquidated since 2024.
This brings the total number of collapsed
companies associated with Phanthapangna to
seven. In each case, the same insolvency firm,
Bernardi Martin, has been appointed
as administrator and/or liquidator.
Further research has also identified an eighth
company, also liquidated by Bernardi Martin,
which has some unusual connections with the
other companies and the local jewellery industry.
As previously documented, the Jewellery Industry
Network was established in 2020 by Laura Moore,
a former vice-president of the Jewellers Association
of Australia (JAA), along with Phanthapangna and
two other directors.
She had to resign from the JAA board in 2016.
Brett Low and Ewen Ryley, two jewellers based
in Queensland, were also founding directors and
shareholders of the Jewellery Industry Network.
Both are well-known in the industry for
establishing the popular Young Jewellers Group
on Facebook in 2011, which has been known as
Jewellers Co. since 2019.
As previously reported, Phanthapangna quit the
Jewellery Industry Network in December 2024.
This followed the resignations of Low and Ryley
in May 2023, leaving Moore as the sole director
of the company responsible for the Jewellery
Industry Fairs.
Phanthapangna’s personal details were removed
from the Jewellery Industry Network website
sometime around January this year. Low and Ryley,
who were previously listed as ‘founders’ of the
Jewellery Industry Network, were also removed.
The reasons for Phanthapangna’s departure
remain unknown; however, it has been established
that three of his companies had collapsed around
this time.
At the time of the initial article, Achievement
Collective and Banquet Creative were the two
companies placed into liquidation.
Since then, the administrator for a third company,
the registered children's charity known as Grow Fit
Fund, has confirmed that the company will now be
liquidated following a second creditors meeting.
Remarkably, Jeweller has since learned of five
additional companies that have been placed into
liquidation, each with varying degrees of connections
to the Jewellery Industry Network, Jewellery
Industry Fair and/or Jewellery World.
Jeweller does not suggest that any of the individuals
referenced in this story have acted unlawfully.
End of the line for a children’s charity
Grow Fit Fund [ACN: 647 780 372] is a registered
charity with several peculiar connections to the
jewellery industry. The company’s website claims
to support young and vulnerable children.
The company was registered with the Australian
Charities and Not-for-profits Commission (ACNC),
with records indicating it was established on 8
February 2021.
The following day, 9 February 2021, Grow Fit Fund
was registered with the Australian Securities and
Investments Commission (ASIC) and had two
directors: Angkham (Andy) Phanthapangna
and Glenn Murray Fuller.
At the time, the company had two shareholders,
Alphabet Technologies and Something New,
companies owned by Phanthapangna and Fuller,
respectively.
As listed on its website and in ASIC records, the
Grow Fit Fund's registered place of business is
43 Port Road, Thebarton, in South Australia. Both
Alphabet Technologies and Something New are also
registered to the 43 Port Road address.
Grow Fit Fund was placed under external
administration on 25 September 2025.
Coincidentally, this was the opening day of the
recently held Jewellery Industry Fair in Sydney,
which took place from 25-27 September and was
organised by the Jewellery Industry Network.
As a charity, Grow Fit Fund made various claims on
its website, including having the aim to "support
young people who are financially disadvantaged to
participate in sporting and arts activities, which they
would not usually be able to afford”.
The Grow Fit Fund website has changed several
times.
That said, it previously displayed a four-person
board, and, in addition to Phanthapangna and
Fuller, there were/are two other members: Nunzio
Giurastante and Laura Moore, another founding
member of Jewellery Industry Network.
Grow Fit Fund had an active account on the social
media platform Instagram for less than two years.
The first post on the charity’s account was on
16 June 2022 and the account abruptly stopped
posting on 8 February 2024.
During this time, the Instagram account identified
Phanthapangna as the chairman of the children’s
charity, and Fuller was recognised as the president.
The ACNC website indicates that the charity has
failed to lodge its financial statements for the year
ending 30 June 2024, which were due in January
this year.
These statements were nine months overdue
at the time of the company’s collapse.
According to the ACNC Act, all registered
charities are liable to pay an administrative
penalty if they fail to provide a report, return,
notice, statement or other document in the
approved form by the due date.
With that said, the financial statements for
Grow Fit Fund for the year ending 30 June 2023
make for interesting reading.
These documents reveal that the charity received
$228,037 in donations for that financial year;
however, 99.9 per cent of all income was spent
on administration expenses, leaving a profit of
only $289 (.01 per cent).
More interesting is the fact that $203,010
(89 per cent) of income was paid in wages and
superannuation, while a further $10,078
(4.42 per cent) was attributed to advertising
and promotional expenses.
An additional $11,712 was spent on administration
costs, comprising $2,330 for insurance, $4,840 for
accounting, $3,045 for WorkCover insurance, and
$1,497 for printing.
Given that 99.9 per cent of Grow Fit Fund's
income was spent in FY23, it is possible that the
charity performed differently in FY24; however, as
mentioned, no financial statements have been filed
with the ACNC, despite being due nine months ago.
More importantly, the company will now be
liquidated.of business was also the same address
of the collapsed children's charity - 43 Port Road,
Thebarton in Adelaide.
» This is an excerpt from part one of a
two-part analysis. Scan the QR code below
for the full online coverage.
THE TWO-PART STORY:
SCAN FOR FULL
READ WITH IMAGES.
12 | November 2025

News
A New Chapter: JAA to exhibit at Australian Jewellery Fair in 2026
In a bombshell development for the local
jewellery industry, the Jewellers Association
of Australia (JAA) has announced that it will
exhibit at the Australian Jewellery Fair in
Adelaide next year.
Expertise Events is the organiser of Australia’s
two largest annual trade shows, the International
Jewellery Fair and the Australian Jewellery Fair.
In an email distributed to the local trade on
27 October 2025, the company confirmed that
the JAA will participate in the Adelaide event,
scheduled for 19–20 April 2026 at the Adelaide
Convention Centre.
The announcement described the JAA’s
participation as the beginning of a “new chapter”
and noted that the association will appear
alongside other trade bodies, including the
Gemmological Association of Australia (GAA).
This will mark the first time since 2016 that the
JAA has participated in an Expertise Events trade
show. The member-based association severed
its 25-year partnership with Expertise Events
that year and unsuccessfully attempted to
launch a competing trade fair.
As part of the announcement, Expertise Events
managing director Gary Fitz-Roy said that while
it was important to acknowledge the challenges
and divisions of the past, “now is the time to focus
on the future.”
The JAA also published the announcement on its
website on 27 October, confirming its participation
in the Adelaide Jewellery Fair. The media
statement framed the decision as an “ongoing
commitment to collaboration, engagement, and
growth of the Australian jewellery industry.”
Spot the difference
With that said, while the two announcements
were released on the same day, they differ in at
least one significant respect.
Jay Bartlett, managing director of Bartlett Master
Jewellers in Townsville, joined the JAA board as a
director in April.
As part of the announcement on the JAA website,
he offered the following: “The JAA is delighted to
be part of the 2026 Australian Jewellery Fair.
“Events such as this play a vital role in our
industry. They bring our community together,
foster knowledge sharing, and a collective
passion for the future growth of the Australian
jewellery industry.
"We look forward to meeting with members and
colleagues to share in that spirit of unity.”
Interestingly, in the announcement distributed
by Expertise Events, Bartlett’s comments went
further, including an apology for the JAA’s actions
during its split from Expertise Events nearly a
decade ago.
“I’d also like to personally apologise for the
actions of previous board members who are
no longer involved. While I can’t speak for past
boards, I do recognise the impact those actions
have had,” Bartlett said.
“The current Board is focused on making things
right where we can and on strengthening what
unites us and benefits the broader industry.”
The JAA’s decision to end its long-standing
relationship with Expertise Events in 2016
was led by Selwyn Brandt (President),
Laura Moore (Vice-President), and Amanda
Trotman (Executive Director).
All three subsequently left the JAA; however, the
fallout from the split was immediate and severe.
As documented in Jeweller’s State of the Industry
Report, the JAA’s membership declined by
approximately 73 per cent between 2010 and 2023.
More notably, the association had received more
than $1.2 million in support from Expertise
Events over the decade leading up to the split in
2016, meaning that the decision also had severe
financial consequences.
The decision led to a collapse in the relationship
between the JAA and Nationwide Jewellers, the
largest industry buying group in Australia and
New Zealand. The Australian jewellery industry
has remained divided since that time.
Subsequently, Laura Moore established the
Jewellery Industry Network in 2020, which has
since hosted Jewellery Industry Fair events in
Melbourne and Sydney as well as Jewellery
Industry Summits, and other activities.
The JAA has backed those events and contributes
a regular column to Jewellery World, a trade
publication owned by Moore.
Moving towards reconciliation
While the circumstances surrounding this
‘reconciliation’ remain somewhat unclear,
Fitz-Roy and Bartlett have emphasised that they
intend to move beyond past divisions for the
betterment of the broader jewellery industry.
“Jay [Bartlett] is a leading example of the future of
the jewellery industry,” Fitz-Roy said.
“He’s committed to setting a direction that unites
rather than divides.
"The fact that he’s big enough to acknowledge
what happened before — none of which involved
him or the current board — shows a genuine
commitment to move forward together.
"The JAA will be far stronger with this kind of
approach and attitude.”
Fitz-Roy added: “As the industry looks ahead, one
thing is clear: by setting aside past differences
and working together, the Australian jewellery
community can achieve more, grow stronger, and
ensure a vibrant, united future where everyone
wins.”
Questions & Answers
As a curious aside, JAA president Joshua Sharp
is not mentioned in either the Expertise Events
statement or the JAA’s own announcement,
which is intriguing given that important
industry announcements are usually made
by the sitting president.
Jeweller contacted Sharp to clarify why the
announcement was not issued in his capacity
as president and why Bartlett’s apology, which
was included in the Expertise Events version,
was not included in the JAA’s statement.
The JAA was specifically asked why its president,
Joshua Sharp, was not mentioned in either
statement.
On 29 October, the JAA Board provided
clarification, noting:
"It is standard practice for boards to establish
subcommittees or appoint representatives to
manage specific strategic goals. In this case, JAA
Directors Jay Bartlett and Stephen Schneider
volunteered to liaise with Expertise Events, and
were given the full Board’s agreement."
The JAA was further asked why its media
statement did not include the personal apology
from director Jay Bartlett, which appeared
in Expertise Events’ statement. The Board
responded:
"The JAA were not given an advance copy of
Expertise Events’ announcement, and we had
drafted our own, which was shared with
Expertise Events in advance of its release.
"Jay’s comments were from earlier
correspondence and reflected his personal
feelings.
"Above all, Jay’s private comments
were made in good faith and to support
greater unity within the jewellery industry."
Additionally, the JAA reaffirmed its commitment
to “professionalism, transparency, and the
advancement of constructive relationships
across the Australian jewellery industry.”
November 2025 | 13

News
Massive sales rise at
independent jewellery
stores in October
The latest report documenting sales at independent
jewellery stores in Australia has revealed a
remarkable spike during October.
The latest report from Retail Edge Consultants
recorded a 25 per cent increase in jewellery sales
in October compared with the previous year.
Sales improved by 23 per cent on a two-year
comparison. The data is sourced from more than
400 independent jewellery stores in Australia
and New Zealand.
Unit sales improved by 2.9 per cent on a
year-on-year comparison, while the average
retail sale (inventory only) reached $338,
a 24 per cent increase from October 2024.
Retail Edge Consultants general manager
Leon van Megen said the data revealed a renewed
intensity of consumer engagement, highlighted
by sustained higher spending levels.
“This reflects a strong rebound in trading activity,
with broad-based category growth and higher-value
transactions driving performance across the board,”
he said.
“This continued rise in transaction value points to
a clear shift toward quality purchases, reinforcing
confidence in premium and mid-market price points.”
In terms of specific categories, diamond jewellery
sales improved by 25 per cent on a year-on-year
comparison, while colour gemstone jewellery
sales improved by a staggering 91 per cent
by the same metric.
Silver and alternative metal jewellery sales
improved by 26 per cent compared with October
2024, while jewellery without a diamond or colour
gemstone spiked by 82 per cent.
“This marks a solid recovery for the diamond
segment, signalling improving demand for
higher-end categories as consumer confidence
strengthens,” van Megen explained.
“Momentum remains strong [for colour gemstone
jewellery], driven by demand for distinctive designs
and personalised jewellery pieces that continue to
resonate with buyers.”
The report noted a significant improvement in new
laybys compared with pickups and cancellations.
A similar trend in new special orders was
also recorded, while new incoming services,
such as repairs, declined.
The 25 per cent increase in jewellery sales recorded
in October marks six consecutive months of improved
performance at independent jewellery retailers.
Sales improved in September (10 per cent),
August (4 per cent), July (7 per cent),
June (1.3 per cent), and May (3.9 per cent).
Legendary Cartier collection heading for Australia
One of the world’s most impressive jewellery
collections is headed for the National Gallery
of Victoria in June next year as part of the
Melbourne Winter Masterpieces collection.
More than 300 tiaras, brooches, timepieces, and
necklaces from Cartier will appear in Melbourne,
pieces that have been worn by the likes of
Elizabeth Taylor, Princess Margaret, the
Duchess of Windsor, and Rihanna.
Joining the exhibition will be watches featuring
opals, as well as Cartier’s Tutti Frutti jewels,
highlighted by rubies, emeralds, and sapphires.
A Sydney law firm has issued a stark warning
to the jewellery industry about the importance
of preparing for incoming changes to
anti-money laundering laws.
As previously reported, these new laws are
designed to ensure Australia’s AML/CTF
regime can effectively deter, detect and
disrupt crimes such as money laundering
and terrorism financing.
Different obligations for different industries
come into effect on a staggered basis,
with the relevant obligations for dealers in
precious diamonds and gemstones, metals,
and products commencing on 1 July 2026.
Any business that purchases or sells precious
metals, precious gemstones, or precious
diamonds may be regulated if it wishes to
pay or accept $10,000 or more in cash
or virtual assets.
Parliament passed the Anti-Money Laundering
and Counter-Terrorism Financing (AML/CTF)
Amendment Act 2024 in December 2024.
According to Rebecca Hegarty, a partner of law
firm Bartier Perry, more than 2,500 businesses
involved with the jewellery trade are still
‘in denial’ about the massive impact this
will have on the industry.
Tony Elwood, director of the NGV, told Forbes
that the exhibition was not to be missed.
“Cartier is world-renowned for its excellence in
jewellery and timepiece design and innovation – a
reputation fostered by the three entrepreneurial
brothers Pierre, Louis and Jacques Cartier,” he
explained.
“This exhibition tells the story of how they
transformed their grandfather’s jewellery
business into one of the most prestigious
international jewellery houses with a clientele
including royalty, high society and movie stars.”
Jewellers urged to prepare for incoming
anti-money laundering requirements
Cartier was founded in Paris by watchmaker
Louis-François Cartier in 1847. His grandsons,
Pierre, Louis, and Jacques, took the jewellery
brand to London and New York, and King Edward
VII described Cartier as the “jeweller of kings and
the king of jewellers” in 1904.
The Cartier Collection exhibition has been at the
V&A Museum in London since April 2025, and will
soon be on loan to Melbourne’s NGV.
“These laws have been in place since 2006
for a range of financial institutions, bullion
dealers, insurance companies, superannuation
funds, money remitters and gambling
service providers who would be well versed
in the severe financial and reputational risks
of not adhering to them,” Hegarty explained.
“Yes, there will be some leeway for these
businesses to get things right under
the legislation, but that will not last forever,
and as we’ve seen with the multimillions
in fines handed out to banks and casinos
in recent years, the cost of getting it wrong
is very high.
“We expect money launderers will be actively
seeking out smaller jewellery businesses
in the possibly justified hope they won’t
have the knowledge of the laws or the
systems in place to question transactions.”
By 1 July 2026, relevant businesses will
need to have an AML/CTF Compliance Officer,
Policy, Program and Procedures.
These businesses should also have
provided training to all staff on the
obligations and how to identify and
report suspicious activity, and there are
record-keeping requirements for
seven years from next year.
14 | November 2025

November 2025 | 15

News
Queensland jeweller
faces court charged over
counterfeit jewellery
A Gold Coast man is facing accusations of selling
counterfeit copies of Cartier and other high-end
jewellery brands totalling more than $100,000.
In December 2023, the Gold Coast Joint Organised
Crime Task Force executed a search warrant
at a Burleigh Heads jewellery store, where an
individual provided access to a safe containing
jewellery, gold bullion, and cash.
Investigators seized the jewellery after a search
of the store, the safe, and business records failed to
determine its origins or legitimacy.
Investigations by the Australian Federal Police have
since determined that many counterfeit jewellery
pieces were allegedly presented for sale as genuine
Cartier and Van Cleef & Arpels pieces.
A 40-year-old man has been charged with 22 counts
of possessing or exposing for sale goods with false
trademarks, contrary to the Trade Marks Act (Cth)
1995, which carries a maximum penalty of five years’
imprisonment and/or a $181,500 fine.
AFP Detective Superintendent Adrian Telfer said
attempts to sell counterfeit luxury items took
advantage of customers.
“Selling counterfeit items and products is a deception
and fraud that preys upon the goodwill and the back
pocket of the customers involved,’ Telfer said.
“The AFP has a zero-tolerance approach to anyone
allegedly committing an offence that seeks to gain an
unfair financial advantage via illegal means.”
The alleged counterfeit jewellery items were listed
for sale in the store, with a total sale value exceeding
$100,000.
An evaluation found the jewellery's actual value
to be about $28,000.
Suspects arrested in theft of France’s Crown Jewels
In a shocking incident, crooks broke into the
iconic Louvre Museum in Paris and stole several
priceless items from an area that houses the
French Crown Jewels.
According to various media reports, two thieves
in balaclavas breached the museum using a
crane and smashed an upstairs window, while
a third suspect reportedly served as a lookout.
Using a freight elevator, two suspects entered
the Apollo Gallery.
They stole eight pieces from the Crown Jewels,
including a necklace, a brooch and a tiara.
Alarms sounded during the theft, bringing
security to the scene and forcing the intruders
to flee. Four suspects reportedly left the scene
on motorbikes.
The museum has not assessed the total amount
of the loss and some have suggested that the
theft has all the hallmarks of the notorious Pink
Panthers gang.
Among the lost items are pieces owned by
Emperor Napoleon, his nephew Napoleon III
and their wives, the empresses Marie-Louise
and Eugénie.
Among the stolen items is the diamond brooch
of Empress Eugénie, which was worn during a
visit by Queen Victoria in 1855.
A necklace and earrings from the sapphire
jewellery set of Queen Marie-Amélie and
Queen Hortense are also missing, as are
the emerald necklace and earrings from
the Marie-Louise set, gifted by Napoleon
to Marie-Louise as part of their marriage
in 1810.
A brooch known as the Reliquary Brooch and a
tiara of Empress Eugénie were also stolen, and
the thieves reportedly dropped a crown made of
gold, emeralds, and more than 1,300 diamonds.
The crown of Empress Eugénie was reportedly
discovered broken outside the museum.
Among the items left behind is the
Regent Diamond, a 140-carat diamond that
was mined in India and cut in London before
being purchased by the regent of France
in the early 18th century.
The diamond has an estimated value of
more than $AUD100 million, and Paris
prosecutor Laure Beccuau told ABC
News that it is unclear why such an
obvious and high-profile target was
not stolen.
"It will only be when
they're in custody and
face investigators that
we'll know what type of
order they had and why
they didn't target that
window,” Beccuau explained.
"We're looking at the
hypothesis of organised crime. Nowadays,
anything can be linked to drug trafficking, given
the significant sums of money obtained from
drug trafficking."
Security concerns ignored
According to French media sources, four
suspects were recently arrested and taken into
police custody on suspicion of organised theft
and criminal conspiracy.
As the fallout continues from the jewellery
robbery at the Louvre Museum in Paris, the
institution’s director has confirmed that
security flaws were a significant concern
before the incident.
Louvre director Laurence des Cars reportedly
offered her resignation immediately after the
offer; however, that was refused by Culture
Minister Rachida Dati. According to des Cars,
the museum’s CCTV system failed to detect
the burglars in time to prevent the heist.
"Despite our efforts, despite our hard work
every day, we were defeated," des Cars told a
Senate committee.
"We did not detect the thieves' arrival early
enough. The warnings I had been sounding
came horribly true last Sunday.”
She said the exterior security cameras did not
offer full coverage of the museum's façade. The
window through which the thieves broke in was
reportedly not monitored by CCTV. She said she
would also ask the government to establish a
police station inside the museum.
According to media reports, at least four
French museums have been robbed in the past
two months.
This stunning incident has raised new questions
about the quality of security at the Louvre
Museum, which houses famous artworks such
as the Mona Lisa, and welcomes more than
8 million visitors each year.
16 | November 2025

November 2025 | 17

News
Rio Tinto's final Beyond Rare Tender
concludes with global competition
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18 | November 2025
Rio Tinto has concluded its final Beyond Rare Tender, featuring 52 lots of
rare fancy colour diamonds from mines in Australia and Canada.
The event was titled ‘Into The Light’, and was the third in Rio Tinto’s annual
Art Series. With the Argyle Diamond Mine having closed in 2020, and the
Diavik Diamond Mine in Canada expected to end production in 2026, the
collection offered a rare opportunity for collectors to access rare diamonds
from these sites.
The assortment (45.44 carats) included six ‘masterpieces’, seven curated
diamond sets, and 39 single diamonds. The 52 lots were showcased in
Hong Kong, Australia, and Antwerp, with bids closing on 20 October 2025.
Unsurprisingly, the tender generated intense global competition. Fancy
colour diamond specialist Leibish & Co. secured 21 of the 52 lots, which
included fancy red, fancy violet, and fancy pink diamonds, alongside Diavik's
legacy inventory. President Leibish Polnauer said it was an honour to be
involved in the tender.
"To secure such a considerable portion, 21 of the 52 lots in this final,
historic Beyond Rare Tender is a tremendous honour and a testament to
our dedication to excellence," Polnauer said.
“These Argyle pinks and rare coloured diamonds from Rio Tinto’s mines are
among the most difficult stones to source globally, and their scarcity makes
them a crucial investment for the future. We are thrilled to bring these final
treasures to our global clientele.”
Additionally, Lot One was acquired by Argyle Icon Partner John Glajz in
collaboration with Hartmann’s of Copenhagen. The project, named ‘Pink
Ice’, followed last year’s ‘Violet Ice’ acquisition and blended innovative
design with irreplaceable diamonds.
"Securing Lot One in Rio Tinto's final Beyond Rare Tender was a profound
honour, especially in collaboration with Hartmann’s of Copenhagen. This
exceptional 5-carat, D-colour, Flawless, Type IIa white diamond from Diavik
– paired with the last matching pear shapes from the Argyle mine, tells a
compelling story of legacy and rarity,” Glajz explained.
“In the spirit of ‘opposites attract’, a pristine Diavik diamond, unearthed
beneath the Arctic chill, has been paired with radiant pink gems born in
the harsh Australian outback - both sourced from Rio Tinto's operations.
With Argyle now closed and Diavik set to close within two years, this fusion
creates the ‘Pink Ice’ jewel, an ode to a great legacy in a timeless piece.”
The conclusion of this tender marked the end of an era for Rinto Tinto’s
fancy colour diamond offerings, with industry experts anticipating sustained
demand for such rare natural treasures.

News
The time has come: Start your engines,
Aston Martin is here
Designa Accessories has unveiled its latest watch and jewellery brand, having
secured an exclusive distribution deal with Aston Martin.
Earlier this year, Timex Group announced a new partnership with the
iconic British car manufacturer Aston Martin. The company would design,
manufacture, and distribute a collection of watches and jewellery under the
Aston Martin and Aston Martin Aramco Formula One Team brands as part
of this licensing agreement.
At the time, Timex Group CEO Tobias Reiss-Schmidt said these collections
would appeal to consumers with a passion for performance.
“Aston Martin has such a rich heritage that allows us to create new icons in
both watches and jewellery,” he said.
Timex is distributed in Australia and New Zealand by Designa Accessories,
and now, the wait is over for Aston Martin.
General manager Ivan Meys said it was a brand with tremendous promise in
the local market.
“We think this is a very exciting opportunity to combine the watchmaking
expertise of Timex with the luxury positioning of the Aston Martin brand,”
Meys told Jeweller.
“Aston Martin is very much a design-driven brand with a rich heritage, and
that is an excellent pairing with Timex and Designa.
“I think the most exciting factor in terms of consumer awareness would
be the brand’s return to Formula 1, which should play a critical role in
positioning the watch and jewellery brand for success.”
$40+ million: Sky is the limit
for Fabergé piece at auction
A Fabergé egg, carved from rock crystal more than 100 years ago,
is expected to command a remarkable return when it heads to
auction in December.
The Winter Egg is studded with 1,660 diamonds and was a gift from
Nicholas II, the last Emperor of Russia, to his mother, Dowager
Empress Maria Feodorovna. The piece was crafted by Alma Theresia
Pihl, one of only two female designers at Fabergé, and includes
platinum, double-handled trelliswork basket set with carved quartz
flowers and rose-cut diamonds.
The Winter Egg will head to Christie’s auction house in London on 2
December and is expected to sell for more than £20 million ($AUD40.93
million). This piece has already set the world record for the sale of a
Fabergé egg at auction on two occasions – returning $AUD13.95 million
at Christie’s in Geneva in 1994 and $AUD14.72 million at Christie’s in
New York in 2002.
“The highly important Winter Egg has twice set the world record for a
work by Fabergé and represents a once-in-a-lifetime opportunity to
acquire a masterpiece of such calibre,” Christie’s explained.
A total of 50 Imperial Easter Eggs were produced by Fabergé between
1885 and 1916. Of those, 43 eggs are still believed to exist and are
located in museums around the world. It’s believed that seven,
including the Winter Egg, are privately owned.
Fabergé was founded in 1842 and, earlier this year, was sold to a
technology investor as part of a $AUD76.2 million deal.
There’s certainly money involved in Formula 1. The drought-breaking Aston
Martin AMR21 was released in 2021. It marked the brand’s first appearance in
Formula 1 competition in more than 60 years.
Late last year, Louis Vuitton Moët Hennessy and Formula 1 announced a 10-
year sponsorship agreement with an estimated value of around $1.47 billion.
It marked the end of an 11-year sponsorship agreement with Rolex, which
was estimated to be valued at around $75 million each year.
These lucrative sponsorship agreements have been driven in large part by
the remarkable viewership of the competition, which exceeded 1.6 billion
cumulative viewers in 2024. Audiences of millions attend one-off events
around the world.
“Aston Martin has gained a great deal of brand visibility since returning to
Formula 1, and motorsport is exploding in popularity,” Meys explained.
“The release of Brad Pitt’s new movie, F1, and the enduring popularity of
Netflix’s documentary series Drive to Survive have certainly contributed to
the hype.”
Beyond the excitement around Formula 1, Aston Martin has a rich history. The
British vehicle manufacturer was founded in 1913. The collection features a
range of premium materials, including stainless steel, titanium, carbon fibre,
sapphire crystal lenses, with Japanese quartz and automatic movements.
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“This is all brand new, and we want to make sure that we’re doing
everything we can to support retailers with the right products, and the
information we gather will be able to guide our decision-making for the
brand moving forward.”
Each piece incorporates signature Aston Martin design elements, from
dashboard-inspired details to upholstery textures, grille patterns, and
wheel rim motifs. The collection includes 18 watches and six bracelets for
men, each priced from $400 to $1200.
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November 2025 | 19

Events Not to Miss
UPCOMING EVENTS
2025 & 2026 Calendar
11 NOV
–
13 NOV
28 JAN – 08 FEB
UNITED ARAB EMIRATES
Jewellery, Gem & Technology
in Dubai
Dubai Exhibition Centre
DUBAI, UAE
jgtdubaijewelleryshow.com
08 JAN
–
11 JAN
NOVEMBER
05 NOV – 11 NOV
Jewellery Salon Riyadh
Mandarin Oriental Al Faisaliah
RIYADH, SAUDI ARABIA
jewellerysalon.com/en
11 NOV
–
13 NOV
11
DECEMBER
5 DEC – 7 DEC
Salon Deluxe Vietnam
Park Hyatt Saigon
SAIGON, VIETNAM
salondeluxevietnam.com
2026
12
JOGS Tucson Winter Gem
& Jewelry Show
Tucson Expo Center
TUCSON, UNITED STATES
jogsshow.com/tucson-gem-and
jewelry-show-winter
29 JAN
–
01 FEB
JANUARY
01
Malaysia International
Jewellery Fair - Spring Edition
INDIA
Signature IIJS
Jewellery, Gem & Technology
in Dubai
08 JAN
–
11 JAN
Kuala Lumpur Convention Centre
KUALA LUMPUR, MALAYSIA
mijf.com.my
Jio World Convention Centre
MUMBAI, INDIA
gjepc.org/iijs-signature
Dubai Exhibition Centre
DUBAI, UAE
jgtdubaijewelleryshow.com
FEBRUARY02
JAPAN
37th International
Jewellery Tokyo
Tokyo Big Sight Exhibition Center
TOKYO, JAPAN
ijt.jp/en-gb.html
14 JAN
–
17 JAN
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
01 FEB – 03 FEB
The Centurion Jewelry Show
The Arizona Biltmore Resort
PHOENIX, UNITED STATES
centurionjewelry.com
02 FEB
–
06 FEB
02 FEB
–
06 FEB
AGTA GemFair Tucson
37th International
Jewellery Tokyo
Tucson Convention Center
TUCSON, UNITED STATES
agta.org
UNITED STATES
AGTA GemFair Tucson
Tucson Convention Center
TUCSON, UNITED STATES
agta.org
JMA Hong Kong International
Jewelry Show
Hong Kong Convention &
Exhibition Centre
HONG KONG, CHINA
jewelryshows.org
Tokyo Big Sight Exhibition Center
TOKYO, JAPAN
ijt.jp/en-gb.html
02 FEB – 05 FEB
Feninjer - Brazilian Gems and
Jewellery Show
Transamerica Expo Center
SAO PAULO, BRAZIL
feninjer.com.br
20 | November 2025

. .
Adelaide Convention Centre
19 & 20 April, 2026
Your 2026 Starts Here.
From exclusive product launches to unmissable networking
opportunities, the Australian Jewellery Fair is where the industry
comes together to launch 2026 in style.
Discover the trends, forge valuable connections, and secure
the partnerships that will drive your business forward. Join us
in Adelaide and kick-start your year with the products, people
and opportunities that truly matter.
Discover more at www.jewelleryfair.com.au/ajf or scan the QR code.
Proudly supported by
Organised by
November 2025 | 21
Est.1990

10 Years Ago
Time Machine: November 2015
A snapshot of the industry events making headlines this time 10 years ago in Jeweller.
Historic Headlines
November 2015
ON THE COVER
FABULEUX VOUS
Editor’s Desk
Jewellers don't have to become blacksmiths
“It’s perfectly okay to have a traditionalstyle
‘middleman retail business’ selling
other people’s brands, however you will
always be in the hands of third parties –
one at each end!
Alternatively, your business can build its
own reputation and longevity by offering
customers much more, especially things
they can’t easily get on the internet, such
as expert knowledge and, above all, a
great shopping experience.
The late Steve Jobs said it best: “You
can't connect the dots looking forward;
you can only connect them looking
backwards."
Soapbox
That's not a blood tourmaline is it?
"Ultimately, this can be all the proof
customers need to see how paying a
little extra can make a big difference.
Retailers who can show customers
the time and effort that has gone into
the responsible sourcing of a gemstone
are not only adding value to the pieces
they sell but also creating awareness,
brilliant stories and showing a
commitment to improving our industry
in a way that has literally be neglected
for millennia.
In this instance, ignorance is far
from bliss!"
Charles Lawson
Lawson Gems
World’s biggest diamond in more than 100 years
Diamond fraud; harsh sentences handed down
Omega admits defeat in Costco watch battle?
Seven-year high for global gold jewellery demand
Pandora jewellery sales on the up and up
Fugitive buys blue diamond for
record US$48.5M
A rare blue diamond believed to have been
sold to a convicted felon is among the
coloured stones that recently achieved world
record prices at auction.
The 12.03-carat fancy vivid blue diamond known
as the Blue Moon set a new price-per-carat
record at auction for any diamond or gemstone
when it sold for US$48.5 million (AU$67.5 m)
earlier this month.
The Blue Moon sale, part of Sotheby’s
Magnificent Jewels and Noble Jewels auction
in Geneva, represented more than US$4 million
(AU$5.6 m) per carat.
The 9.75-carat Zoe Diamond – also a fancy
vivid blue diamond – previously held the record
after being sold by Sotheby’s for US$3.3 million
(AU$4.7 m) per carat in November 2014.
Jewellery supplier lands Melbourne
Cup trophy deal
A local metal services provider has been
awarded a five-year contract to manufacture
the prestigious horse racing award, the
Melbourne Cup.
As part of a new partnership with Victoria
Racing Club (VRC), ABC Bullion, a division of
Pallion, will produce the 18-carat gold, 1.65 kg
Melbourne Cup from 2016.
Pallion CEO Andrew Cochineas said the
appointment as the trophy’s manufacturer,
which followed a competitive tender process,
was both an honour and a privilege.
“We look forward to using our technical
expertise in precious metal to produce truly
beautiful Melbourne Cups,” he said. “It is a true
international treasure that we are very proud to
now hold within our production portfolio.”
STILL RELEVANT 10 YEARS ON
"The way that businesses handle
potential customers on the telephone
will either open or close the door to
future customers."
Diamond scandal: RapNet
suspends members
Online diamond trading network RapNet
has suspended 10 members in relation to
the alteration of more than 1,000 GIA
grading reports.
According to a company statement, the
members have been banned by RapNet and the
Gemological Institute of America (GIA) pending
further investigation.
It was alleged the members had participated
in a scheme that involved hacking into the GIA
computer system and fraudulently upgrading
1,042 diamond grading reports.
As previously reported by Jeweller, the GIA
issued an alert in October invalidating the
modified reports. The organisation posted a list
of the altered reports – including the names of
the clients that submitted the diamonds – and
called on industry members in possession of
the stones to return them immediately.
Watch company closes as spare
parts dry up
The evolution of watch manufacturing has
prompted one of Australia’s oldest watch and
clock suppliers to close up shop.
Sydney-based business Smith and Smith,
which was established in 1972, will cease
trading at the end of this month due in part
to Swatch Group’s decision to halt supply of
parts to third parties.
Speaking with Jeweller, Smith and Smith
director Michael Smith said, “Having worked
closely with Swatch for over 40 years and built
up a flourishing business as a result of selling
Swatch product, it was clear to me I would not
be able to make up for the loss in the short
term by changing our business strategy.”
READ ALL HEADLINES IN FULL ON
JEWELLERMAGAZINE.COM
22 | November 2025

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REVIEW
Gems
Australia: Get excited about the future of diamonds
Western Australia’s Argyle Mine is synonymous
with Australian diamonds. Arguably, this is for
good reason.
After all, the Argyle Diamond Mine was famously
the world’s most consistent source of fancy pink,
blue, violet, and brown fancy colour diamonds;
all of which were subject to very successful
marketing campaigns.
With the closure of the mine in 2020 and the
final tender wrapping up in the fourth quarter of
2025, the famous Argyle Mine has been relegated
to history. Argyle’s power seems to have cast a
shadow over other mining ventures, which have
become stagnant despite promising prospects.
The Ellendale diamond field, also in Western
Australia, closed operations in 2015 after its
owner, Kimberley Mining Company, went into
administration. Ellendale’s legacy stems from its
high proportion of fancy colour yellow diamonds.
These exceptional gem-quality diamonds received
international attention and Ellendale supplied
significant quantities of fancy yellow diamonds to
Tiffany & Co. during the mine’s operations.
The Ellendale area still has healthy prospects.
Its E9 pipe, now under the ownership of Gibb
River Diamonds, is expected to yield more
than 40 carats per hundred cubic metres upon
resumption of activities.
The region has promising projected outcomes
for open pit and alluvial mining, with the latter
entering the domain of small Australian mining
company Indian Bore Diamond Holdings.
However, finding investors to financially support
the project is proving difficult and new open pit
and alluvial mining production in the Ellendale
region have not made it to fruition.
The Northern Territory’s Merlin Mine shares a
similar fate, with a history of ownership changes
after the closure of full-time mining practices
under Ashton Mining (later a subsidiary of Rio
Tinto) in 2003, despite having good projected yield.
The most recent notable activity at Merlin was the
acquisition of the mine by Perth-based company
Lucapa in 2021. Lucapa went as far as planning
to restart mining practices in 2024 before
entering voluntary administration, halting
its two-phase plan to revitalise the Merlin Mine.
Unlike Ellendale and Argyle, which are both
best known for consistent supply of coloured
diamonds, Merlin is regarded more for the size
of its diamond crystals.
The largest rough diamond mined in Australia
to date was discovered at the Merlin Mine in
2002 and named the Gungulinya-Bunagina.
The Gungulinya-Bunagina diamond weighed
more than 104-carat before cutting.
The discovery of other large diamonds and a
small quantity of coloured diamonds at Merlin
indicates that the area still has the potential for
exceptional diamond discoveries.
Although Australia clearly has the natural
resources available to re-emerge as a
diamond powerhouse, the inability to finance
mining operations and market the diamonds
successfully has been problematic.
Australia is the source of many of the world's
finest gemstones, including opal, diamonds,
sapphire, and pearls.
Indeed, these factors, as well as the failure
to maintain momentum from Argyle’s fame
means that operations are at a standstill.
The explosive emergence of synthetic,
so-called ‘laboratory-grown’ diamonds,
has contributed to the decline of the natural
diamond market. In recent times, mining
operations have been scaled back globally
not just in Australia, due to decreased
natural diamond uptake.
The luxury diamond industry has always been
reliant solely on marketing and advertising.
The natural diamond industry needs to
claim back some footing against synthetic
diamonds if mining is to continue.
Australia is uniquely positioned to lead
a fresh new campaign for natural diamonds.
Australia holds an excellent reputation for
mining practices, labour, and quality, and is
already well-regarded for its diamonds due
to the discoveries of Argyle and Ellendale.
Australia’s diamond resources should
be considered for new natural diamond
marketing strategies. Indeed, it would be
a shame to keep such a treasure out of reach,
and Australia should remain optimistic about
its future in natural diamonds.
Jacinta Mainstone FGAA DipDT is a lecturer
at the Victorian division of the Gemmological
Association of Australia. For more information
on courses available at the GAA,
visit www.gem.org.au
November 2025 | 25

BRIDAL & ENGAGEMENT JEWELLERY
Evolving Attitudes
Graff
SAMUEL ORD takes a closer look at the evolving
attitude towards marriage in Australia and what
this means for independent jewellery store owners.
26 | November 2025

BLUSH PINK DIAMONDS
Fewer things matter more to the average jewellery
store than the health of the engagement and
wedding market. Indeed, engagement and bridal
jewellery sales are critical to the success of so many
independent jewellery businesses in Australia.
Several unique factors separate the sale of engagement and bridal
jewellery from the retail of other forms of jewellery. For example,
an engagement ring is often the most expensive piece of jewellery
a woman will wear. For men, it’s an expenditure that requires
painstaking preparation, especially for those customers who,
outside of a gift for a girlfriend or relative, have spent very little
time, if any, inside a jewellery store.
It’s not uncommon for the purchase of bridal and engagement
jewellery to be the most significant final decision of a young
consumer’s life. This means that the purchasing process is
complex. There’s a substantial amount of money involved, and
the jewellery that is selected will likely be worn for a lifetime,
symbolising the most important personal relationship the
consumer will experience.
Earlier this year, the Australian Bureau of Statistics (ABS) released
data on the marriage and divorce rates for 2024. The report found
that 120,844 marriages were registered in 2024, a 2 per cent
increase from the previous year.
Registered marriages reached dizzying heights in 2022 (127,161);
however, for obvious reasons, that was an outlier year that warrants
consideration in context. Planned weddings and, by extension,
marriages were repeatedly delayed during the COVID-19 pandemic
lockdowns. As a result, many couples delayed their marriages
until restrictions on public gatherings were lifted, leading to
a surge in marriages in 2022.
Beyond the raw numbers, this report had many other interesting
slices of information. The increase in Australia’s population from
2005 to 2025 also needs to be taken into consideration.
The report noted that in 2004, the marriage rate, measured per
1,000 residents over the age of 16, was 7.1. Twenty years later, in
2024, the rate remained at 5.5, unchanged from the previous year.
November 2025 | 27

Engagement Jewellery | CHANGING ATTITUDES
CALLEIJA
IKECHO AUSTRALIA
Between 2005 and 2025, Australia’s population
has increased by approximately 7,208,000
people, representing a rise of roughly
35.5 per cent. This may indicate that,
despite the overall number of marriages
and, by extension, weddings, a decreasing
percentage of the population is getting married.
This may be an indication of evolving attitudes
towards marriage.
Other interesting information included the
revelation that the median age at marriage for
males in 2024 was 32.8 years, a slight decrease
from 32.9 years in 2023 but higher than 32.5
years in 2022. The median age at marriage for
females was unchanged at 31.2 years in 2024.
As an interesting aside, the report also noted
that Australia’s divorce rate was 2.1, down from
2.3 in 2023. The number of divorces fell by 3 per
cent from 2023 to 2024.
MARK MCASKILL
Meanwhile, marriages lasted for a median
of 13.2 years – increasing from 12.1 in 2020
and 13 last year.
The Australian Institute of Family Studies
reported that in February, the divorce rate
had fallen to its lowest level since the
implementation of the 1975 Family Law Act
in 2023.
The median age for men to divorce
was 47.1 years, while for women it was 44.1.
And, while younger couples were divorcing
less, divorces in the above-60 age category
were rising.
Dr Jan Kabatek, a senior research fellow at the
Melbourne Institute of Applied Economic and
Social Research, told The Guardian the declining
divorce rate reflected a more selective approach
to marriage.
“Fewer people are getting married, and the
people who are getting married are usually the
ones who are more committed, either through
religion or because they are older and more
experienced,” she said.
“The people who might have got divorced in
2023/2024 already got divorced during Covid. If
a lot of people call it quits in 2021, the couples
who survive later also have longer marriage
durations. Fundamentally, the pool of people
who remain married has changed.”
Changing Attitudes Towards Marriage
Evolving attitudes towards marriage in Australia
have been influenced by numerous factors,
many of which are worth understanding,
particularly as the owner of a jewellery store.
Increased labour force participation of women,
especially mothers, has encouraged delays
to marriage.
This can be for many reasons, including
prioritising tertiary education and career
advancement, and by extension, financial
stability ahead of marriage.
In recent years, there’s been renewed interest
in the importance of ‘try before you buy’
when it comes to marriage. Research
published in 2023 found that 83 per cent
of couples had lived together before marriage,
which is a remarkable contrast with the
16 per cent recorded in 1975.
This may also explain the declining rates of
divorce, beyond the impact of the stresses of
the COVID-19 pandemic, because people are
marrying later; those who do tend to be more
intentional/selective, potentially leading to
more stable marriages.
The widespread availability of contraception,
and in particular the pill, has enabled
a disconnection between marriage and
childbearing. The disconnection is also
connected with the decrease in stigma
associated with single parents. In short,
contraception was less widely available
in the 1970s and, at the same time, being
a single parent was ‘frowned upon’.
In simple terms, if a woman fell pregnant,
there was an societal urgency to get married.
These days, women are less likely to get
pregnant because of contraception, and
even if they do, there’s less social judgment
if an unplanned pregnancy doesn’t result in
a marriage.
For others, changing attitudes may merely be
a reflection of the institution of marriage,
which is viewed by some as less essential,
more symbolic, sometimes seen as bound up
with patriarchy or outdated structures.
28 | November 2025

A USTRALIAN PINK DIAMONDS FROM THE ARGYLE MINE
ELLENDALE DIAMONDS AUSTRALIA
ABS statistics revealed that in 1971, just 6 per cent of people
surveyed identified as not following any religion, while
86.2 per cent of people identified themselves as Christian.
When this data was revisited in 2021, 38.9 per cent of people
identified as ‘no religion’ compared with 43.9 per cent who
identified as Christian.
For others, it may simply be a matter of financial pressure.
High-priced housing and the struggle to afford everyday
necessities are supposed to be decreasing the desire of
Australian couples to have children, and by extension,
get married.
The Household, Income and Labour Dynamics in Australia
Survey (HILDA) has tracked the same 16,000 people for more
than two decades, delivering one of the world’s most interesting
long-term social surveys.
When deciding whether to have a child, other economic
factors such as the security of a partner’s job (78 per cent),
the availability and affordability of childcare (75 per cent),
and the ability to buy a home (67 per cent) were all recorded
as vital.
In 2005, the same project found that 52 per cent of women
and 57 per cent of men agreed that marriage was a lifetime
relationship and should never be ended. That has fallen
to 30 per cent among women and 41 per cent among men.
A separate study found that 25 per cent of young Australians
have admitted that living costs have significantly impacted
their ability to move in with a partner.
Similarly, 45 per cent shared that those costs had significantly
impacted their ability to own a home, and 32 per cent said it had
affected their plans to get married.
Finally, there’s the often-quoted research that suggests that
younger consumers are prioritising ‘experiences over
products’ and are more likely to go on a holiday than purchase
a diamond ring.
One survey of 1,000 Australians found that 55 per cent of
Australians “still prioritise experiences over material possessions.”
LIVE STOCK
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November 2025 | 29

Engagement Jewellery | CHANGING ATTITUDES
DE BEERS
HARRY WINSTON
DE BEERS
SKYLAB DIAMOND
What Does This Mean For Your Store?
So, what does all of this mean for your jewellery
store? Well, there are many strategies for
incorporating evolving attitudes towards
marriage into your jewellery business.
As marriage trends evolve, jewellery retailers
must adapt their product offerings to reflect
the broader and more diverse ways couples
now celebrate commitment.
With many people marrying later in life,
or choosing not to marry at all, it’s essential
to offer more than just traditional
engagement rings.
Introducing commitment bands, anniversary
rings, or milestone jewellery allows couples to
mark meaningful moments in ways that suit
their values and timelines.
A successful product range should speak to
both younger and older customers.
Younger couples may gravitate toward
minimalist, modern designs - think clean lines,
slender bands, or unique cuts - while older
couples may prefer timeless styles, vintageinspired
details, or rings with a more
substantial presence.
By stocking a mix of both, your store can
cater to second-time engagements, blended
families, and non-traditional unions just as
effectively as it can to first-time marriages.
Earlier this year, Jeweller published a report
that highlighted the importance of digital
marketing in engagement and bridal jewellery
sales.
At the time, Independent Jewellers Collective
CEO Joshua Zarb said that it was essential
to take things back to basics.
“From a digital perspective, it all starts with
clear and consistent imagery of designs,”
he tells Jeweller.
“Specifically, this means consistent angles,
colourations, and videos in all styles and
designs.
Registered Marriages in
Australia 2005 - 2024
2024 .................... 120,844
2023 .................... 118,439
2022 .................... 127,161
2021 ......................89,167
2020 ......................78,987
2019 .................... 113,815
2018 .................... 119,186
2017 .................... 112,954
2016 .................... 118,401
2015 .................... 113,595
2014 .................... 121,197
2013 .................... 118,959
2012 .................... 123,243
2011 .................... 121,754
2010 .................... 121,173
2009 .................... 120,120
2008 .................... 118,755
2007 .................... 116,325
2006 .................... 114,220
2005 .................... 109,326
“In terms of ranging, customers will shop by
either shape, colour, or style – so you must
ensure that your website allows clients to select
designs with easy-to-use filters with minimal
clicks to view and purchase.
“Once the basics are in place, you can promote
your designs via direct email marketing, social
media, and other avenues. I think it is just as
important to have an area in-store dedicated
to bridal jewellery that at least represents your
digital offer in-store.”
To meet shifting consumer attitudes, jewellery
retailers can reposition engagement and
bridal jewellery purchases as deeply personal
experiences rather than transactional moments.
Today’s consumers, especially younger buyers,
value emotional connection, storytelling, and
shared moments.
Offering a choose your own store setting,
personalised engraving, and ‘design it your
way’ consultations are key to transforming
the product as an experience. The same could
be said for in-store events like jewellery style
workshops and classes on jewellery care and
maintenance, to add a tactile and memorable
layer to the process.
These strategies help customers form emotional
bonds with both the product and the business,
making the jewellery not just a possession, but
a meaningful experience that reflects who they
are and how they love.
Nationwide Jewellers general manager
Glen Pocklington encouraged retailers to view
the rising demand for custom-made jewellery
as an opportunity, not a challenge.
“It is important for our members to capture
more business in the expanding custom design
market,” he says.
30 | November 2025

NORMAN SILVERMAN DIAMONDS
“For today’s consumer, the purchasing journey often begins
at home with hours of online research before they will even
set foot in a store.
“We’ve made it a priority to assist members with integrating
various jewellery design plugins into their websites. These
plugins are all aimed at providing an interactive and engaging
starting point for the consumer’s custom design experience.”
Marketing strategies should evolve alongside changing
attitudes toward marriage, reflecting the diversity and
individuality of modern relationships. Today’s consumers
want to see themselves represented, whether they’re
marrying later, not marrying at all, or celebrating love in
non-traditional ways. Campaigns should highlight a wide
range of couples, ages, and relationship types, using real
stories and inclusive language to build emotional connection.
Social media offers a powerful way to bring this to life.
Encourage couples to share their ring-buying experience
or proposal story, and feature this user-generated
content across your platforms. Behind-the-scenes videos,
design consultations, and customer testimonials all help
humanise your business and turn jewellery shopping into
a relatable and aspirational experience.
Showcase Jewellers managing director Anthony Enriquez
said that you must never forget the strengths of social
media as a platform when designing your digital
marketing strategy.
“It’s important to use high-quality imagery and videos
showcasing the sparkle, craftsmanship, and emotional
connection of bridal jewellery,” Enriquez explained.
“Retailers can leverage social proof by featuring
testimonials, real customer stories, and user-generated
content to build trust and authenticity.”
Indeed, by leaning into authenticity and connection,
you can demonstrate that your business is contemporary
and relevant — primarily through social media — and
build a business that feels modern and in tune with how
people express commitment.
wholesale.ikecho.com.au | 02 9266 November 0636 | enquiries@ikecho.com.au
2025 | 31

HIT THE STREETS
November Buying Guide
BLUSH ESTELLE NECKLACE
BLUSH PINK DIAMONDS - SAMS GROUP
pinkkimberley.com.au
Radiant and graceful, the Blush Estelle
Necklace with timeless beauty. Crafted in
18-carat rose and white gold, its marquise-cut
white diamonds form delicate petals accented
by natural Argyle pink diamonds, creating a
sparkling floral motif. Their soft, luminous
sparkle is perfect for everyday wear, while
effortlessly elevating any special occasion.
BUYERS CATALOGUE
Bold Chains
& NecklAces
Looking for some new razzle dazzle for your
jewellery store? Jeweller presents a buying
guide featuring exciting new products.
CHEERFUL NECKLACE
UNODE50 - TIMESUPPLY
unode50.com.au
The UNOde50 Cheerful Necklace showcases
the brand’s distinct, organic design, making a
striking impression. Crafted by hand in Spain,
this collection offers retailers a unique edge
in the market. Featuring organically styled
links, ball accents, and a ring and bar clasp,
this necklace guarantees to capture attention.
Shoppers value its originality, artistry, and
exceptional craftsmanship.
ECCLETTICA COLLECTION
NOMINATION ITALY - TIMESUPPLY
nomination.au
Complementing the Nomination
Composable range are the Ready to
Wear Fashion Jewellery collections. The
new Ecclettica range adds style to your
wardrobe. These comfortable, durable
necklaces made with gold-plated
stainless steel, in a variety of designs,
with very popular price points, are great
for everyday wear or layering.
32 | November 2025

ELLENDALE DIAMONDS
AUSTRALIA
ellendalediamonds.com.au
An 18-carat yellow gold pendant featuring a
white opal from Coober Pedy, glowing with
ethereal flashes of colour. The opal is framed
by graceful gold curves accented with round
brilliant cut white diamonds, enhancing its
soft radiance. A refined and timeless design
that celebrates Australia’s most luminous
gemstone with elegant simplicity.
Discover the beauty of Australian
sapphires at Sapphire Dreams.
Explore our diverse range of certified,
inscribed, and sustainably sourced
Australian sapphires.
An 18-carat white and yellow gold pendant
featuring a striking black opal from
Lightning Ridge, framed by a flowing
arrangement of Argyle white diamonds.
The design beautifully contrasts the opal’s
vivid play of colour with the brilliance of fine
diamonds, creating a captivating piece that
embodies elegance and natural wonder.
An 18-carat yellow and white gold
pendant showcasing a luminous white
opal from Coober Pedy, accentuated by a
graceful curve of Argyle white diamonds.
The flowing design captures the opal’s
soft iridescence and natural beauty,
complemented by the brilliance of fine
diamonds for an elegant and timeless
expression of Australian craftsmanship.
SapphireDreams.com.au
Become a stockist today 02 9290 2199
November 2025 | 33

Hit The Streets | November Buying Guide
ETHEREAL PEARL NECKLACE
IKECHO AUSTRALIA
ikecho.com.au
The Ethereal Pearl Necklace captures
timeless elegance with delicate freshwater
pearls spaced along a fine chain, creating an
effortless look of sophistication. Perfect for
brides seeking a refined, graceful finish, the
Ethereal Set complements any bridal look and
transitions beautifully beyond the wedding
day, a true celebration of enduring style.
FIGARO CHAIN
ATHAN
athan.com.au
A classic redefined: Athan’s Figaro chains
are available in both 9 and 18-carat yellow
gold, ranging from 2 mm to 3.9 mm in
gauge and in various lengths. Handfinished
in Italy, each chain balances
strength and sophistication, offering
retailers a timeless staple with enduring
appeal and unmistakable craftsmanship.
GEISHA NECKLACE
IKECHO AUSTRALIA
ikecho.com.au
Made from exquisite AA-grade Japanese
Akoya pearls, the Geisha Necklace
embodies timeless elegance and refined
beauty. Each almost perfectly round pearl
showcases a radiant lustre, reminiscent
of the grace of a traditional Geisha. This
necklace is a piece of understated luxury,
the perfect bridal heirloom, designed to
be cherished and worn for a lifetime.
GEOCUBE STATEMENT
BLUE MOON NECKLACE
COEUR DE LION - TIMESUPPLY
coeurdelionjewellery.com.au
This statement necklace features a harmonious
blend of warm blue and soft purple hues in
natural Chalcedony, Onyx, Haematite, Swarovski
Crystals and rhinestone rondelles, set in a sleek
stainless steel design. This German-made
design offers geometric and natural elegance,
with Iconic GeoCubes at the front graduating to
smaller cubes at the back for comfort.
34 | November 2025

November Buying Guide | Hit The Streets
NON STOP NECKLACE
UNODE50 - TIMESUPPLY
unode50.com.au
UNOde50’s unique, organic style creates
bold statement pieces that truly stand out.
Handmade in Spain, this collection gives
retailers a point of difference in the market.
The Non Stop Necklace features a striking
design with deep blue faceted crystals set
in a unique chain. Consumers appreciate
the originality, creativity, craftsmanship and
distinctive design.
NUMILLA NECKLACE
SAPPHIRE DREAMS - SAMS GROUP
sapphiredreams.com.au
Unique and beautiful, the Numilla
necklace showcases an arrangement of
marquise-cut Australian sapphires and a
single sparkling white diamond. This is the
perfect pendant to elevate any look.
OMEGA NECKLACE
ATHAN
athan.com.au
Crafted in Italy and offered in 9, 14, and
18-carat gold, Athan’s Omega necklaces
come in yellow, white, and two-tone
finishes. With gauges ranging from 1 mm
to 4 mm, each piece lies flat against the
neckline, delivering refined brilliance
and a bold, sculptural presence ideal for
contemporary luxury retail.
November 2025 | 35

JEWELLERY APPRENTICES
Mission Accomplished
Meeniyan apprentice jeweller
Lily-Grace Toohill wins Gold
Medal in Jewellery and Best of
Nation at the 2025 WorldSkills
National Championships. She
designed and assembled an
18-carat yellow gold three-module
pendant in only three days.
T
here’s been a significant victory
in the campaign to ease the
pressures of rising demand
and secure a brighter future for the
Australian jewellery industry.
Earlier this year, Australia’s three industry
buying groups – Nationwide Jewellers,
Showcase Jewellers, and the Independent
Jewellers Collective – announced a plan to
join forces for the betterment of the trade.
The problem is straightforward. Over the past two
decades, demand for custom-made jewellery and
services, such as repairs, has steadily increased.
With an ageing workforce, a shortage of skilled
workers, and an inadequate volume of jewellery
apprentices entering the trade each year, the
industry is struggling to meet demand.
As is so often the case, merely identifying the
problem is easier than addressing it. An actionable
objective was determined: Ensure that ‘jewellers’ are
recorded on the Occupational Shortage List (OSL).
The OSL is a program organised by Jobs and Skills
Australia, a statutory body that provides independent
advice on future workforce, skills and training needs.
In other words, the OSL is a publicly available tool
that informs policymakers about the Australian
economy's skills needs.
The platform listed two relevant occupations –
Jewellery Designers and Jewellers – which were
rated as ‘No Shortage’ from 2021 to 2024.
How many additional hours per week of jewellery
manufacturer repairs (whether in house employees
or external jewellers) is your business likely to
require in the next three years? (n=131)
Nil
70%
20 or more hours per week
5 to 20 hours per week
28%
3%
It was described as a technical omission that
carried serious consequences for the Australian
jewellery industry.
Without that recognition, apprentices were
ineligible for full training subsidies, and the
industry’s skills shortage risked worsening.
It became apparent that government departments
were unaware of the skills shortage in the jewellery
industry; however, after an exhaustive 10-month
campaign, this issue has been rectified. Jewellers
are now officially recognised on the Jobs and Skills
Australia Occupation Shortage List.
This will ensure that jewellery apprentices can now
access full government funding for their training.
The industry’s ability to employ and retain jewellers
under the Temporary Skill Shortage (482) visa
program has also been strengthened.
United Industry Response
The seeds were planted for this campaign in late
2024, when Nationwide Jewellers managing director
Colin Pocklington was contacted by a member
expressing frustration over the inability to secure
government support for an apprentice. It was
soon discovered that, bizarrely, jewellers were
not included on the national list of in-demand
occupations, despite this being a well-known
issue within the ‘four walls’ of the industry.
“We’ve known for years that the jewellery trade
has been struggling to attract and retain qualified
jewellers. It wasn’t until we dug deeper that we
realised how significant the oversight was —
and how it was directly limiting access to funding,”
Pocklington told Jeweller.
As noted by the 2025 Buying Group Report,
Nationwide Jewellers, Showcase Jewellers,
and the Independent Jewellers Collective
combine to represent more than 500 members
and 600 jewellery stores in Australia.
36 | November 2025
"This result is
a testament to
what can be
achieved when the
industry works
together."
COLIN POCKLINGTON
NATIONWIDE JEWELLERS
"Everybody needs
to start somewhere,
and businesses
need more support
to help young people
enter the industry.”
ANTHONY ENRIQUEZ
SHOWCASE JEWELLERS
"Anything we can
do to support local
apprentices and
strengthen the jewellery
market is of huge
importance to all
three groups.”
JOSHUA ZARB
INDEPENDENT JEWELLERS COLLECTIVE

How many full-time apprentices do you employ? (n=104)
80%
70%
60%
50%
75%
40%
30%
20%
10%
0%
16%
1% 0%
None 1 to 2 3 to 5 More than 5
The average respondent currently employs 0.4 apprentices.
Recognising the magnitude of the problem,
the three buying groups joined forces in January
to prepare a united industry submission.
When this campaign was announced in Jeweller
in April, IJC CEO Joshua Zarb stressed the
importance of addressing the issue as a
unified industry.
“This is a common goal for the future of the jewellery
industry. Speaking to our members, we know it
is ridiculously difficult for jewellery stores to find
apprentices and new jewellers,” Zarb explained.
“It’s been that way for as long as I can remember,
particularly for businesses based in regional
communities. Anything we can do to support local
apprentices and strengthen the jewellery market
is of huge importance to all three groups.”
The first step was to collect data that could be used
to demonstrate the severity of the shortage.
A comprehensive member survey was distributed
nationally, and responses from hundreds of retail
and manufacturing jewellers were compiled.
As invaluable as these responses proved to be,
at the time, they were also deeply concerning:
• 96 per cent expected to need additional hours
of manufacturing in the next 12 months.
• 87 per cent of businesses said it was very to
extremely difficult to employ a qualified jeweller.
• 70 per cent anticipated needing 20+ hours
of bench work per week within three years.
• 69 per cent quoted more than four weeks
for custom jobs, double the figure from
three years earlier.
This data would form the foundation of a detailed
submission to Jobs and Skills Australia in early 2025.
After lodging the submission, representatives from
the three groups were invited to a video conference
with JSA representatives to discuss the process for
determining skill shortages.
“It became clear during that meeting that JSA’s
data collection model, while effective for large
industries, doesn’t accurately capture the realities
of smaller, specialised trades like jewellery,”
Pocklington explained.
“Most jewellers work in small businesses,
often just one or two bench jewellers per store,
and their employment data doesn’t appear
in the usual national statistics.”
An initial approach to the Jobs and Skills
Council, an advisory body to government,
did not yield any progress and was an initial
bump in the road. In response, this matter
was escalated directly to Senator Andrew Giles,
Minister for Skills and Training.
Within a week, a senior director from the Department
of Employment and Workplace Relations contacted
the buying groups, acknowledging the challenges
of capturing accurate data for trades dominated by
small businesses, such as the jewellery industry.
This exchange led to a meeting with the
Manufacturing Alliance, one of the ten Jobs and
Skills Councils established by the government
to support workforce development.
“The Manufacturing Alliance were incredibly
receptive. They immediately understood the
problem and committed to working with JSA to
ensure our industry’s data was properly considered,”
Pocklington said.
Mission Accomplished
After detailed data sharing, and continuous
engagement with multiple government bodies, the
jewellery industry’s case was finally acknowledged.
On 15 October, Jobs and Skills Australia released
its updated Occupation Shortage List - with jewellers
officially included for the first time.
Apprentices can now access fully-funded training
programs, making jewellery a more viable and
appealing career path for young Australians.
At the same time, retailers and manufacturers
will find it easier to employ or retain skilled
jewellers, both locally and from overseas.
This outcome represents a significant policy shift
that is expected to have a lasting positive impact
across the trade, and as Showcase Jewellers CEO
Anthony Enriquez previously explained, the journey
of every jeweller needs to start somewhere.
“The first step towards solving any problem is
acknowledging that it exists. There’s an unhealthy
amount of pressure on the jewellery industry,
which needs to be addressed,” Enriquez said.
“Jewellery manufacturing is a unique and
specialised skill that combines artistry with
technical ability. The demand for custom-made
pieces is consistently increasing, and the industry
needs more jewellers. Everybody needs to start
somewhere, and businesses need more support
to help young people enter the industry.”
Moving forward, the three buying groups will shift
to raising awareness among potential apprentices
and encouraging more people to pursue jewellery
as a skilled trade.
“This result is a testament to what can be achieved
when the industry works together. The combined
effort of our three groups, sharing data, engaging
with government, and staying persistent, made all
the difference,” Pocklington said.
“Now that the shortage has been formally
recognised, we need to spread the word. It’s an
exciting time for anyone considering a career as a
jeweller, the opportunities have never been better.”
On average, how many weeks did you quote
customers for the completion of custom design
jobs three years ago? (n=93)
60%
50%
40%
30%
20%
10%
0%
10%
15%
1 to 2
weeks
51%
2 to 4
weeks
30%
4 to 6
weeks
3%
6 to 8
weeks
1%
8+
weeks
Three to four weeks is considered a reasonable turnaround time
for completing and delivering a newly designed and manufactured
piece of jewellery to customers. Three years ago, 34 per cent of
respondents were not able to meet this industry benchmark.
45%
40%
35%
30%
25%
20%
15%
10%
60%
50%
40%
30%
20%
How hard do you find it to employ a new
apprentice for your business, from 1 being
easy, to 10 being extremely difficult? (n=104)
5%
0%
How hard do you find it to employ a new trade
jeweller for your business, from 1 being easy,
to 10 being extremely difficult? (n=128)
0%
5%
2% 1% 2%
1 2 3
4
10%
5%
4% 5%
2% 2% 2% 2% 2%
1 2 3 4 5 6
5
6
9%
7
7
17%
8
16%
14%
8
7%
9
9
42%
Ratings 7 to 10 in the graph show that 75 per cent of businesses find
it very to extremely difficult to employ a new apprentice jeweller.
10
52%
Ratings 7 to 10 in the graph show that 87 per cent of businesses find
it very to extremely difficult to employ a new trade jeweller.
10
November 2025 | 37

23rd
SOUTHPORT SHARKS
CNR OLSEN & MUSGRAVE AVENUE, SOUTHPORT QLD 4216
ADD E VENT
TO CALENDAR
» WED 5 AUGUST 2026
» THU 6 AUGUST 2026
9.00AM - 5.00PM
9.00AM - 4.00PM
+ 61 427 920 474 • MAIL@AUSTOPALEXPO.COM.AU
PO BOX 731, LIGHTNING RIDGE NSW 3834 AUSTRALIA
38 | November 2025
S AV E TH E DATE
AUGUST 5 & 6 2026
@ Southport Sharks

GHOST STORE SCAMMERS
Fight Fire With Fire
What is a jeweller to do when their hard-earned
reputation is hijacked by a scammer they didn’t
even know existed? Fight back!
November 2025 | 39

Fight Fire With Fire | GHOST STORE SCAMMERS
A
A
B
C
The Origins Opal account was created in September
2023 under the name ‘Sobuj’ and was later changed
to Origins Opal in November 2024.
A closer examination of the Facebook accounts
endorsing the scammer’s profile revealed repetitive
posts seemingly linked to another scam.
The website and social media of this scammer
exhibit many of the typical hallmarks of a ‘ghost store’
scammer, including closing down sales, extreme
discounting, and the use of AI-generated imagery and
fraudulent backgrounds.
J
eweller recently published
the first instalment of an
investigation into fraudulent
and sham online retailers posing as
local jewellery stores.
Described as ‘ghost stores’ by many, these
fraudsters often claim to operate retail locations
that do not physically exist, undermining genuine,
hard-working Australian retailers and leaving
customers disenchanted and out of pocket.
Online scammers are a familiar nightmare for
consumers. Whenever you shop online, you’re
often running the risk of purchasing knockoff
products sold by a business that doesn’t play by
the rules.
For legitimate jewellery store owners, the damage
runs deeper. Beyond the tarnish these fly-bynight
‘ghost store’ operations leave on consumer
trust in the jewellery industry, some scammers
are willing to take things further, including
stealing product photos and descriptions and
promotional social media content.
What is a jeweller to do when their hard-earned
reputation is hijacked by a scammer they didn’t
even know existed?
When this issue began to receive mainstream
media attention earlier this year, Jeweller was
contacted by Olivia Deskoski, the owner of
Black Star Opal, who had an interesting story
to tell. Black Star Opal is a family-owned
business that has been involved in the Australian
opal industry since 1969. Today, it operates a
retail store, The Opal Centre, in Coffs Harbour,
New South Wales.
Shortly before the all-important holiday trading
period last year, Deskoski received an email.
“I received an email from a gentleman in the
US saying ‘I think you should know that there’s
a website that has stolen all of your product
images and is scamming people’,” Deskoski
tells Jeweller.
“It was a surreal experience, seeing hundreds
of our photos and product names on someone
else’s website. I had never heard of anything
like this before. This was right before the
ramp-up towards the Christmas and New Year’s
sales period, which is a frantic and stressful
time for every jewellery business.
“The products were mislabelled, for example,
gold-plated products were listed as solid gold
products, and the prices were ridiculously low,
in addition to multiple buy discounts. The home
page imagery looked like an underground
coal mining operation - not opal mining - and
there were fake customer reviews as well as
fake ‘featured in’ media publication claims. I
absolutely panicked.”
Upon receiving either a poor-quality product that
did not match the description on the scammer’s
website or no product at all, many of the victims
soon discovered that Black Star Opal was the
‘real deal’ and began to contact Deskoski in
search of answers.
“At first, it was extremely overwhelming. People
are coming to us for answers, and we’re only just
learning about this ourselves,” she explained.
“Fortunately, there was never any issue with our
business, our website was never compromised,
and we’ve never had any problems with our
customers. But we had learned that people are
getting scammed by another business that is
pretending to sell our products, and naturally,
they’re upset and looking for help.”
Deskoski continued: “The whole experience
made me feel sick. Christmas is right around
the corner, and we are busy running our
business, and suddenly, we’re dealing with
people who aren’t our customers, who want
us to explain something we don’t understand
ourselves.”
Master of Puppets
Research by this publication has established that
the business responsible for this online fraud has
operated under many names.
This includes, but is not limited to: Opal Origins,
Origins Opal, Grace’s Opal, and Outback Opal.
The website and social media of this scammer
exhibit many of the typical hallmarks of a
‘ghost store’ scammer, including closing down
sales, extreme discounting, and the use of AIgenerated
imagery and fraudulent backgrounds.
As this article will later explain, finding traces
of these websites is difficult today, as Deskoski
would go ‘scorched Earth’ in her efforts to
eradicate these online retailers from the internet.
Among the scraps is a Facebook account, which
claims the business is based in Gibson Desert.
The account was created in September 2023
under the name ‘Sobuj’ and was later changed
to Origins Opal in November 2024.
The account has a single administrator based in
Pakistan and has 4,800 likes and 4,800 followers.
Among the remnants of this scam operation is
the following social media post.
“After over six decades of mining and crafting
Australia’s finest opals, the Barker family of
Origins Opal is preparing to close a cherished
chapter of their history,” the post reads.
“But every story reaches its final page, and now
it’s time for our family to say goodbye to the
business we’ve built with love and dedication.
Before we do, we’re offering up to 70% off
our entire collection of genuine, handcrafted
opal jewelry.
“Each piece captures the magic of opal and
reflects our family’s enduring heritage. This is
your last opportunity to own a piece of the Origins
Opal story.
“Once we close, our opals will never be mined
or crafted by our hands again. Don’t miss this
once-in-a-lifetime chance to carry a part of our
legacy with you!”
The website [opal-origins.com] was registered
on 28 November 2024 with the domain provider
NameCheap, which conceals the registration
information of the owner.
Fight Fire With Fire
Over the coming months, Black Star Opal would
use whatever means possible to wipe these fake
businesses from the internet.
Filing DMCA (Digital Millennium Copyright Act)
takedown notices proved the most effective
strategy. This involves submitting complaints to
host providers, search engines, and social media
platforms regarding content that infringes on
their terms of service or policies.
Reporting the issue to the e-commerce
platform Shopify was another step in the
process, as was requesting that Google remove
infringing websites from search results.
Flagging the accounts on Instagram and
Facebook was also important.
40 | November 2025

B
C
GHOST STORE SCAMMERS | Fight Fire With Fire
“It’s a long story to tell because we tried so
many different avenues to stop these websites
from operating. Fortunately, the individual
who alerted me to the issue was very helpful,
particularly concerning DMCA takedown
notices,” Deskoski explains.
“It was particularly shocking to learn that the
scammer was using Shopify, because we use that
platform as well. You would hope that they would
have more control over this sort of thing, but
obviously, they oversee millions of e-commerce
websites, and that must be difficult to manage.
“Some of the avenues we explored were
ineffective; others worked well. Long story
short, the DMCA takedown notices were by
far the most effective method for shutting
down the scam sites. But once we issued one
takedown notice, another scam site would pop
up overnight with the same content, sometimes
even going so far as to watermark our images
with their website name.”
She added: “We also implemented geo-blocking
measures on our website to limit the amount
of traffic from countries well-known to be the
source of scammers, as well as limiting the
ability to copy-paste our content.”
Going Undercover
During her campaign, Deskoski also used social
media to distribute warnings on Facebook and
Instagram, encouraging consumers to avoid
these specific websites and to perform more
research. If it looks too good to be true, it
probably is.
She also contacted the scammers directly
multiple times, which, unsurprisingly, was
a fruitless endeavour. Frustrated with the
lack of response to legal threats, she posed
as a consumer.
“Very late one night, I decided to pretend to be a
customer with questions about their products.
“They eventually responded, and so I told them
that I knew who they were and repeated some
legal threats. They were probably on to the fifth
version of their scam site using my images by
then,” she explains.
“I was in the middle of writing my following email,
and I had the site open in a browser. Suddenly,
in real time, I could see my content being taken
down and replaced with images they’d taken from
a competitor’s website. I immediately contacted
that business to let them know what was
happening. It was another surreal experience.
“Knowing that I’m communicating from
Australia with these scammers, and seeing
that somewhere else in the world, at the same
time, they’re making changes to the website, it
was bizarre.”
Much of the advertising these scammers
performed on Facebook and Instagram was
concealed from Deskoski due to geo-blocking.
The target market appeared to be US consumers.
Many of the complaints directed to Black Star
Opal regarding the scammer came from US
consumers. During one conversation, a consumer
revealed that she was aware of scammers who
had attempted to profit from the wildfires in
Southern California in January.
Across four weeks, a series of destructive
wildfires tore through Los Angeles, forcing more
than 200,000 people to evacuate and killing
30 people. More than 18,000 buildings were
destroyed, and this consumer revealed that many
scammers had established retail websites and
social media accounts claiming that they had
lost a business in the fire and that by shopping
with them, they would be supporting a company
dealing with tragic misfortune.
As mentioned, the Origins Opal Facebook
account has a relatively large following and,
more importantly, a high level of engagement.
One of the remaining posts has nearly 1,000
‘likes’, dozens of comments, and shares.
This is an unusually robust interaction
for a scam account.
Taking a closer look at ‘who’ interacted with
this post is revealing. Most of the accounts
repeat the same adjective – “beautiful”.
There are also many comments sexualising
the image of three AI-generated men in
a paddock.
Many scammers use an ‘army’ of fake accounts
to lend authenticity to a post or page. Given that
so many of these comments are repetitive, this
appears to be what is happening in this case.
With that said, an examination of the ‘bot’
accounts themselves is interesting. Many of
the accounts include a post repeating the same
claim: “It’s my birthday, and I’m encouraging my
friends to donate to a fundraiser or charity.”
Among these causes mentioned are Doctors
Without Borders, Stop Soldier Suicide, the
Phoenix Children’s Hospital, and even the
Pulmonary Fibrosis Foundation.
This is reportedly a common social media scam.
Fake charity pages are created using stolen or
AI-generated images and emotional sob stories
to attract attention. A network of fake accounts is
used to promote the posts, creating the illusion
of legitimacy.
Real users, misled by the fake engagement,
are encouraged to donate through fraudulent
links or untraceable payment methods.
In this instance, it appears to be a scam within
a scam. The network of fake accounts is used to
promote fake online retail businesses and
fraudulent charity causes simultaneously.
Scammers are capable of chewing gum
and walking at the same time!
Fade to Black
The damage inflicted by these digital scammers
is two-fold. Legitimate jewellery stores are
undermined, and consumers are left out
of pocket and disenchanted. Deskoski said that
while she was grateful for what she’s learned
during the experience, it was an ordeal.
“I don’t know what this scammer is up to today.
I don’t know if they’re still running some opal
jewellery scam, or perhaps they’ve moved on to
something else,” she explained.
“I know that there are many issues with
scammers doing the same thing with pearls,
and the use of AI images for jewellery shop scams
now seems to be on the rise, which I guess is
easier to skirt the copyright infringement issues
that see scam sites taken down. Fortunately,
our actual business was never compromised by
anything that happened; there are no issues with
our website, and our customers are happy.
“Unfortunately, as important as it is to understand
how to handle this problem, you can’t spend
all of your time on it. You’ve still got a jewellery
business to run and staff and customers that
rely on you.”
These frustrations are perhaps best encapsulated
by one response from a customer to a warning
Deskoski posted on Facebook: “I wish I had read
this before I got ripped off.”
Most of the scammers identified in this
investigation avoid confrontation and refuse to
answer questions about their business and its
conduct. With that said, Jeweller has encountered
an online retailer that was willing to offer a
justification for their practices – and that
will be detailed in a subsequent report.
November 2025 | 41

Hong Kong In Review | LESSONS LEARNED
What lessons have we learned from the
past year in the jewellery industry, and
what can we expect on the road ahead?
ANGELA HAN walks the jewellery trade
show floor in Hong Kong.
The latest edition of Jewellery
& Gem WORLD (JGW) in
Hong Kong drew impressive
global participation, marking a
remarkable surge in attendance
despite challenging adverse
economic conditions.
This year’s fair featured more than 3,000
exhibitors from more than 44 countries, spread
across 40 themed pavilions. The show opened
on 15 September at Asia World-Expo (AWE).
It continued until 21 September at the Hong
Kong Convention and Exhibition Centre (HKCEC),
once again reaffirming its position as one of the
most important trade events in the international
jewellery calendar.
Event organiser Informa Markets reported that
more than 55,000 visitors from more than 140
countries attended JGW 2025. This represents
a 10 per cent increase from the previous year.
The figure is particularly notable given ongoing
concerns surrounding tariffs, inflation, and costof-living
pressures across key markets.
According to Informa Markets, around 70 per
cent of buyers travelled from outside Hong Kong,
with notable growth in attendance from emerging
markets such as Australasia, Africa, and the
Middle East. Celine Lau, director of jewellery fairs
at Informa Markets, said the results reflect both
resilience and adaptability within the trade.
“While this edition’s attendance growth reflects
our community’s resilience, we understand these
numbers don’t tell the complete story. Having
said that, the presence of suppliers and buyers
at JGW, despite the business uncertainties
that have dominated show floor conversations,
demonstrates our sector’s adaptability,” Lau said.
“Ultimately, the September Fair continues to be
an indispensable fixture in the industry calendar
– a definitive destination where buyers not only
secure their Christmas and New Year inventory
but also thoughtfully map out their purchasing
plans for the year ahead, mindful of ongoing
market challenges.”
David Bondi, senior vice president of Informa
Markets, underscored the event’s enduring
relevance to the global industry.
“JGW 2025 has proven that Hong Kong remains
a vital meeting point for the world’s jewellery
community. The industry’s enthusiasm and
optimism were palpable throughout the fair,”
Bondi said.
Among this year’s special features was Sublime
Shine: Metal Innovations in the Art of Jewellery,
an interactive exhibition exploring new approaches
to gold, platinum, and silver craftsmanship.
Supported by the World Gold Council and
the Platinum Guild International, the exhibit
encouraged visitors to experience cuttingedge
techniques and technologies shaping
the future of fine jewellery. Lau noted that
exhibitors were responding strategically to
evolving market dynamics.
“Exhibitors are responding to evolving market
conditions with strategic pricing and more
accessible product offerings such as lower karat
gold items – balancing cautious optimism with
practical business approaches for the coming
year,” Lau continued.
“We are seeing a blend of necessity and measured
confidence. Feedback from exhibitors suggests
some buyers participated primarily to place orders
for immediate delivery, sustain relationships
and collect market intelligence while waiting for
greater clarity on international trade policies that
could significantly impact pricing structures.”
She further added that expanding into stable and
emerging regions remains a key priority for the fair.
“Part of our role is to help the industry explore
new markets. The ‘Belt and Road’ countries,
along with ASEAN, are relatively more stable in
the political and economic sense and offer better
environments to help business thrive at present.”
Planning for the future
A significant highlight of the week was the
2025 Conference hosted by the ASEAN Gems &
Jewellery Trade Association (AGJA). The event
underscored the long-standing partnership
between AGJA and the Hong Kong Jewellery &
Jade Manufacturers Association (HKJJA),
drawing a strong turnout of international
delegates, thought leaders, and innovators.
Another significant moment came with the
Sustainability Awards 2025, presented by the
Jewellery World Awards.
The initiative recognised companies championing
environmental stewardship, social responsibility,
and governance excellence across five distinct
categories, with winners celebrated at a
special Recognition Ceremony hosted by
Informa Markets.

LESSONS LEARNED | Hong Kong In Review
New Friends & Familiar Faces
Among the standout exhibitors was Singaporebased
Australian jeweller John Glajz, who recently
unveiled the newest chapter of the Green Jewel
Collection, a creative collaboration between Muzo
Emerald and Argyle Pink Diamonds.
The 25-piece collection features exquisite emerald
centrepieces from Colombia’s Muzo mine paired
with rare pink diamonds from Western Australia’s
famed Argyle mine.
"The fair was more upbeat than last year. There
was strong activity in exceptional diamonds and
gemstones, with buyers from all around the
world,” Glajz told Jeweller.
“The vintage and revival jewellery section was
especially lively, with both trade and private clients
visibly purchasing from the displays. Overall,
most exhibitors and visitors we know were
pleased with the outcome.”
LJ West, a renowned New York–based diamond
house specialising in natural fancy colour
diamonds, shared similar sentiments. William
Gant noted that serious buyer engagement
was a defining feature of the event.
“We saw a steady rise in serious buyer interest
at JGW, continuing the positive trend from recent
years. This was particularly notable given the
smaller exhibitor presence in our section this
time,” Gant explained.
On the show floor, enthusiasm was unmistakable.
Yet, as Paul Chieveley Williams of Diamwill
observed, the excitement occasionally
overshadowed the fair’s commercial purpose.
Diamwill, a global diamond trading firm
recognised for its high-quality white and fancy
colour diamonds, experienced a mixed but
revealing series of interactions with visitors.
"Attendees seemed thrilled to be back in
Hong Kong, though the excitement sometimes
overshadowed the primary purpose of the event,”
he explained.
"We saw robust sales in high-colour, high-quality
diamonds, especially larger sizes in whites, along
with a handful of impressive yellows – this was
mostly fuelled by purchases made by the major
jewellery houses and brands. Beyond that, activity
in other categories was quite subdued, and there
was virtually no demand from mainland buyers."
While the diamond sector experienced uneven
activity, coloured gemstone exhibitors reported
more consistent momentum. Optimism was
high, and many participants spoke of renewed
confidence in global colour gemstone trading.
"For others, the fair
represented something
more profound than
commerce."
Damian Cody, president of the International
Colored Gemstone Association (ICA), reflected
this mood.
"As ICA President, I'm pleased to note that
exhibitors at our pavilion during the Hong Kong
fair were positive about the show traffic and buyer
sentiment,” he said.
“Most reported sales that exceeded their
expectations, and I'm hopeful this could mark a
positive turning point for the gemstone industry,
with trends continuing in this direction."
Community & Renewal
Jewellery fairs have always served as vital
barometers of industry health. It’s a place where
creativity, commerce, and community converge.
This year, that spirit was particularly evident.
Steve Der Bedrossian of SAMS Group
described the event’s renewed vibrancy and
sense of momentum.
“It was a great show with a strong and positive
vibe. The market looks to have bounced back,
with solid engagement and confidence on display
through the halls,” he said.
For others, the fair represented something more
profound than commerce. It’s a celebration of
shared passion and human connection. Stelios
Palioudakis of Stelios Jewellers, who travelled
from Perth, reflected on the personal significance
of returning to Hong Kong.
“The Hong Kong jewellery fair always feels like a
reunion and an adventure rolled into one. I come
mainly to network and catch up with friends, not
to worry about how busy or crowded it gets – that
part barely registers anymore,” he said.
“What truly matters to me are the people,
the familiar scents, the atmosphere, and the
excitement of discovering something new and
innovative in jewellery design and technology.
“It’s more sentimental than that to me than
a commercial fair – it’s about connection,
inspiration, and the shared passion that brings
us all together.”
Keep Punching
As JGW 2025 drew to a close, the prevailing
sentiment among exhibitors and visitors was one
of cautious optimism. Despite persistent global
headwinds, including currency fluctuations,
geopolitical tension, and shifting consumer
behaviour, the fair demonstrated that the
international jewellery industry remains resilient
and adaptable.
Unsurprisingly, some pavilions reported mixed
results; however, activity in colour gemstones
and fine jewellery underscored a steady return
of confidence. The strong international turnout
also reaffirmed Hong Kong’s role as a strategic
hub for trade and networking, bridging
markets worldwide.
At its core, the fair reflected an industry in
transition - balancing tradition with innovation,
and pragmatism with renewed creative
energy. The coming year will undoubtedly
determine how effectively jewellers build on this
momentum; however, for now, the signs point
toward a market that, while cautious, is moving
forward with purpose.
• Jewellery & Gem WORLD (JGW) in Hong Kong
will return on 15 September 2026. Between now
and then, Jewellery & Gem ASIA (JGA) will take
place at the Hong Kong Convention & Exhibition
Centre, starting on 18 June.
“Most reported sales that
exceeded their expectations,
and I'm hopeful this could
mark a positive turning point
for the gemstone industry,
with trends continuing in this
direction."
"The vintage and revival
jewellery section was
especially lively, with both
trade and private clients visibly
purchasing from the displays."
“We saw a steady rise in
serious buyer interest at JGW,
continuing the positive trend
from recent years."
“It’s more sentimental than
that to me than a commercial
fair – it’s about connection,
inspiration, and the shared
passion that brings us all
together.”
Damian Cody
International Colored
Gemstone Association
John Glajz
Glajz
William Gant
LJ West
Stelios Palioudakis
Stelios Jewellers
November 2025 | 43

BUSINESS
Selling
Improving your customer service: Part II
Sometimes, we need to go back to basics. Let's not overcomplicate matters.
GEORGANNE BENDER concludes the series on customer service standards.
In the previous issue of Jeweller,
I outlined several strategies to raise
your customer service standards to
higher levels.
The final point concerned the importance
of welcoming shoppers to your jewellery
store as quickly as possible, as studies
have shown that consumers and staff
perceive time differently.
With that in mind, we created the “7-Tile
Rule” after watching too many shoppers
roam sales floors unattended.
Your goal should be acknowledging every
shopper whenever your paths cross on the
sales floor.
React with a smile, nod, or conversation –
whatever the situation requires.
The 7-Tile Rule isn’t just a perception
builder; if the shopper is up to no good,
all that attention will send her right out
the door.
This is also a good time to introduce
yourself; people like to be addressed
by name, so offer yours first. In fact,
everyone should introduce themselves to
at least five customers each day.
When was the last time anyone at a big
box store introduced themselves to you?
Never? We thought so.
Watch your body language
What we are thinking shows up before
we ever say a word. Did you know that
7 per cent of what we communicate
to others comes from the words we
choose, and 38 per cent is through tone
of voice; however, 55 per cent of what we
communicate is done through
body language?
It surfaces in how you stand, hold your
head, and the look on your face.
Sometimes, standing with your arms
crossed is just comfortable; however, it's
a barrier to the customer in front of you.
Keep mobile phones off the floor or limit
usage when shoppers are present, even
when you legitimately do store business.
Stay at least six feet away from a
customer’s personal space, and
when you are conversing with another
employee, always stop and acknowledge
customers nearby.
The power of inquisition
Ask the customer questions to determine
what they came in to buy. There are
two ways to ask questions: open-ended
questions and closed-ended questions.
Open-ended questions allow you to
uncover valuable information quickly.
Open-ended questions begin with who,
what, where, when, why, or how.
Think, “Who are you making this quilt
for?” or “Which colours were you thinking
of incorporating into your design?”
Close-ended questions can only be
answered “yes” or “no”. They are helpful
with talkative customers and with
those who give you long but non-useful
answers.
Closed-ended questions always begin
with verbs like will, are, is, did or didn’t.
Think: “Are you buying this as a gift?” or
“Is this your first DIY project?”
Remember, whoever asks the questions
controls the conversation. You can get
to work once you discover what the
customer is looking for.
Don’t forget the add-on
Remember to suggest additional
products. Have you ever been to a fastfood
restaurant where they didn’t ask
if you wanted fries with your sandwich?
Nope! Because that doesn’t happen.
Fast food retailers know the easiest way
to increase the bottom line is to have sales
staff suggest additional items.
Remember,
whoever asks
the questions
controls the
conversation.
You can get to
work once you
discover what
the customer is
looking for.
It’s so ingrained that every employee does
it, every time. Your staff should do it, too.
Customers won’t buy additional items
if they aren’t asked. Sometimes those
add-on items, such as batteries or
components, are necessary to complete
a project.
Why wait for the customer to return home
without everything they need, only to
return angry because they had to return?
Don’t think of add-on selling as pushy;
think of it as a positive way of helping the
customer and suggesting alternatives.
Build the bond
Remember to build a relationship. Before
the customer leaves the store, think
about one more thing you can do to keep
them close.
Invite them to sign up for your email blasts,
watch your Facebook Live broadcasts, join
your private Facebook Group, or hang out
with you on social media.
If you happen to capture the customer’s
address, send a handwritten card thanking
her for choosing your store.
It’s the little things that draw
customers close to your store, and they
share the little things with their friends
about your store.
Remember the good times
Celebrate the victories. We all need a
victory, even a little one. Toast the end of a
long week by recognising sales staff for a
job well done.
Your appreciation is important for going
above and beyond what is expected,
such as a big sale, letter or mention in a
customer review, or putting out all the new
products in record time.
Show it in front of their peers, maybe
with a gift card from the store, or go
bigger with a gift card to a favourite
restaurant, a pretty bouquet or a tin of
chocolate cookies.
Ultimately, it doesn’t matter what you do
-as long as you do something.
GEORGANNE BENDER is a retail
strategist, author and consultant.
Learn more: kizerandbender.com
44 | November 2025

BUSINESS
Management
The small details often matter the most
Minor problems encourage customers to imagine larger issues.
SHEP HYKEN encourages your business to manage its perception.
Have you ever walked into a restaurant
bathroom and found paper towels
scattered on the floor or an overflowing
trash can? What immediately crossed
your mind? What did you think about
the restaurant?
Most of think, “If they can’t keep the
bathroom clean, what is the kitchen like?”
I call this the Bathroom Experience, a
powerful metaphor for how seemingly
minor details can dramatically impact
customer perceptions of a business.
A clean bathroom goes unnoticed because
it’s expected; however, a dirty one?
Here’s the point: The 50th person asking
you where the bathroom is does not
know they are the 50th person. For them,
it’s their first time asking you, and your
response should make them feel that way.
This reminds me of my days performing
magic shows at trade shows. One of
my clients hired me for 10 straight
days, during which I performed twelve
20-minute shows daily – that’s 120 shows!
After the final show, my client asked,
“How is it that after doing all of those
shows throughout the week, you seem to
be just as fresh as the first show?”
That sends customers a message that
the restaurant might be neglecting
other details.
This concept extends far beyond
restaurants. Before moving into my
current office, I toured the building and
specifically checked the bathrooms on
multiple floors.
How the building maintained its
bathrooms told me what I needed to
know about how the property
management company handled details
throughout the rest of the building.
The concept also extends beyond
restrooms. Recently, I checked into a
higher-end hotel, and as I was relaxing
on my bed, I noticed thick dust coating the
air vents. I found myself wondering what I
would breathe in throughout the night.
We could refer to this as the Vent
Experience!
These mismanaged details are oversights
that create a ripple effect. When a
customer picks up a rental car and
discovers the glove compartment won’t
stay closed, they might wonder, “If they
missed this, I wonder if they checked to
ensure the brakes were working properly.”
Many years ago, my assistant sent a
performance agreement to a client who
booked me for a speech. The client called
me to discuss cancelling the booking.
It turned out the agreement had
several typos and punctuation errors.
I was shocked and embarrassed. It
turns out my assistant accidentally
sent the draft she was working on
instead of the final version. I apologised
and explained what happened.
Fortunately, the client accepted the
explanation, but I’ll never forget his
comment, which made me realise how
important little details are.
He said, “I am hiring someone who is
supposed to be a good communicator.
The document you sent had so many
errors; I questioned your ability to do
the job.” Ouch! That hurt, but he was
100 per cent correct.
Here’s the point: Details that seem
insignificant to you might concern your
customers. For some, these examples
cause customers to make assumptions
about other things they can’t see.
So, what’s your version of the Bathroom
Experience? What small detail is your staff
overlooking that customers notice and use
to judge you and your business?
Finding and fixing these details doesn’t
just solve minor problems; it prevents
customers from imagining bigger ones.
Everyone needs your first time energy
While this isn’t formal research, I’ve asked
many people the question, “What do you
think is the most common question that
customers ask employees?”
I pointed out that this isn’t about calling
customer support; it’s a people-to-people
interaction. Almost everyone answers
correctly: “Where’s the bathroom?”
If you were asked that every day,
sometimes multiple times throughout the
day, at what point would you start to act
frustrated with any customer who asked
you that question?
These
mismanaged
details are
oversights that
create a ripple
effect.
I hadn’t thought about it, but with not
much thought, I said that I think about
each audience. Everyone in the audience
deserves my best effort and energy, as if
they were my first. If I came off as bored
or tired, I’d be letting them down, not to
mention letting my client down.
So, even though I may have performed the
same tricks and delivered the same lines
for every show, each audience, even the
120th after 119 shows, deserved my best
effort – my first-time energy.
When a server at a restaurant recites
the daily specials for the 12th time that
night, do you want to hear them delivered
with enthusiasm or with the boredom of
repetition? Or maybe it’s a chef who has
been asked 20 times a night for many
years to prepare a dish that earned him a
reputation and keeps customers coming
back again and again.
The best employees, chefs, athletes, and
entertainers understand that repetition
is their challenge, not the customer’s
problem. They find ways to keep their
responses and reactions fresh, be it the
first or 500th time.
This mindset transforms an ordinary
customer experience into something
extraordinary. Every customer deserves
your first-time energy.
SHEP HYKEN is a speaker and New
York Times and Wall Street Journal
best-selling author who works with
companies to build loyal relationships
with customers and employees.
Visit: hyken.com
November 2025 | 45

BUSINESS
Marketing & PR
Three marketing strategies for new businesses
Have you recently launched a new business? SIMON DELL says that
you can create significant results from a modest investment in digital marketing.
Launching a start-up or a new business
is exhilarating; however, even the best
products or services need the right
marketing strategy to gain traction.
A focused marketing plan helps you
define who your customers are and how
to reach them. Business owners should
remember that marketing isn’t onesize-fits-all:
it must be tailored to your
audience and budget.
Below, I’ll explore the top three
marketing strategies that work across
industries – approaches that any
business owner can use. We also
highlight how using data and modern
channels ties each strategy together.
Build a content-driven SEO foundation
Search engines remain a top way for
new customers to discover businesses.
Investing in content marketing and SEO
lays a foundation that pays dividends
over time.
Identify your audience and keywords:
Research what your customers search
for. The Australian Government advises
understanding how customers behave
online – their search terms and intent –
to select the right keywords.
Use those words in page titles, content,
and meta tags. For example, a local
florist might target “buy flowers online
[city name]” to match a buyer’s search.
Create high-value content: Use blogs,
videos, infographics, or podcasts to
answer customer questions and solve
pain points. HubSpot data shows that
content marketing works: 74 per cent of
marketers say it helps generate leads.
Quality matters more than quantity –
refresh and republish your best articles
to keep them relevant.
Optimise your website and blog: Ensure
fast load times, clear site structure, and
mobile friendliness. Regularly add new
content to encourage search engines
to index your site more often. Using
internal and external links also helps
search ranking.
Focusing on content and SEO builds a
self-sustaining marketing engine. This
inbound approach means customers find
you when they’re ready to buy, reducing
costly paid campaigns.
Content creation engages audiences and
establishes thought leadership.
Engage and build community with media
Social media and community
engagement are essential for modern
start-ups. With 5.24 billion people using
social platforms, a social presence
builds brand awareness and loyalty.
The goal is to connect directly with your
audience, encourage word-of-mouth,
and showcase authenticity.
Choose the right platforms: Not every
network is equal for every business.
Start-ups should identify where target
customers spend time.
Create engaging, consistent content:
Maintain a uniform voice and style across
channels. Inconsistent messaging can
confuse customers.
For example, customers may receive
mixed signals if your website is
professional, and your social media is
playful. Instead, use storytelling and
strong visuals to capture attention. Posts
can include behind-the-scenes looks,
user-generated content, or helpful tips.
Encourage community and advocacy:
Building an active online community is
crucial. Around 90 per cent of marketers
say engaged communities are key to a
social strategy.
Respond to comments, create polls,
and run contests or referral programs.
These tactics not only increase reach but
also deepen customer loyalty. A strong
community means more organic
word-of-mouth growth. Social media isn’t
just about broadcasting your message;
it’s about conversation.
Investing
in content
marketing and
SEO lays a
foundation that
pays dividends
over time.
Business owners should set clear
objectives and track metrics like
engagement rate and followers.
Even with limited budgets, persistence
pays off – social media is “not going
anywhere”, and done well, it’s an
excellent way to engage customers.
Embrace data-driven marketing
A third strategy is to run data-driven
campaigns and measure everything.
This includes paid advertising, email
marketing, and continuous optimisation.
In a modern landscape, instincts aren’t
enough – you need numbers.
Use paid channels strategically: Even with
tight budgets, well-targeted ads on Google
or social platforms can jump-start growth.
Google Ads or Facebook Ads let you reach
customers who are actively looking for
your solution. Set a clear ROI target for
each campaign.
Leverage email and automation: Email
marketing is one of the highest-ROI
channels. It helps nurture leads and retain
customers. Make it personal, segment
your list and send relevant content. Studies
show that investing in personalised email
workflows increased revenue share by
around 6–7 per cent and is projected to
grow tenfold.
Ensure compliance by getting optin
permission and providing easy
unsubscribe options. Track metrics and
iterate constantly -make data your guide.
Good luck and get started!
By harnessing data, your new business
avoids wasting money on guesswork.
Every dollar spent is tracked, so you can
cut under performing efforts and double
down on winners.
Over time, this makes your marketing
leaner and more cost-effective. It also
frees up budget: data-driven insights
might show you can scale back on
one channel and invest in another.
In short, make every marketing
decision measurable.
SIMON DELL is co-founder and CEO
of Cemoh, a Brisbane-based firm that
provides marketing staff on demand.
He specialises in digital marketing and
brand management. Visit: cemoh.com
46 | November 2025

BUSINESS
Logged On
Understanding the psychology behind AI
Welcome to the world of tomorrow! GRAHAM JONES encourages you to learn more about
AI before including it in your business.
With Artificial Intelligence (AI)
becoming increasingly prevalent in
various aspects of our lives, it is a good
idea to delve into the psychological
mechanisms that underpin its
development and application.
Understanding how AI interacts with
human behaviour, emotions, and decisionmaking
processes can shape
the way we design, regulate, and utilise
this powerful technology. Psychologists
play a significant role in exploring the
ethical implications of AI and ensuring
that it aligns with human values.
Human cognition is how individuals
acquire, process, store, and retrieve
information. AI simulates human
intelligence processes by machines,
typically computer systems.
Understanding the intersection between AI
and human cognitive processes is crucial
to comprehend how AI systems learn,
make decisions, and interact with humans.
The anthropomorphising of AI occurs
when people attribute human-like
characteristics, emotions, or intentions
to these systems. This phenomenon
can lead to unrealistic expectations and
misinterpretations of AI capabilities.
It is essential to recognise that AI,
although highly advanced in some
tasks, does not possess consciousness
or emotions like humans.
It is crucial for individuals to distinguish
between AI capabilities and human-like
traits to avoid potential misunderstandings
and discrepancies in interactions with
AI. While anthropomorphising can make
AI more relatable and user-friendly, it is
important to remember that AI operates
based on algorithms and data, not humanlike
thought processes.
AI is changing every aspect of psychology
and many areas of business. Building trust
among users is an important aspect of
ensuring the successful integration of AI
systems into various sectors.
Trust is pivotal in encouraging people to
adopt AI technologies and rely on them for
decision-making processes. Transparency
in how systems operate, communication
about their capabilities and limitations,
and a track record of reliability are
fundamental in establishing this trust.
Emphasising ethical considerations, data
privacy, and security measures can further
enhance users’ confidence in AI systems.
Reliability in AI systems is a critical
factor that impacts their effectiveness
and acceptance. The challenge is
ensuring that AI algorithms produce
consistent and accurate results across
different scenarios.
Transparency is equally important to help
users understand how AI systems reach
conclusions and make decisions. Lack of
transparency can lead to scepticism and
hinder the adoption of AI technologies.
Businesses must strive to enhance the
reliability and transparency of AI systems
through rigorous testing and validation
processes and by explaining their inner
workings to consumers.
How AI influences decision-making
In the age of AI, our decision-making
processes are significantly influenced
by the algorithms and data analysis that
AI systems provide. From personalised
recommendations on shopping platforms
to predictive algorithms in healthcare, AI
plays a crucial role in shaping our daily
choices.
Decision-making is not the only area
where AI impacts human behaviour.
Emotional and ethical implications also
arise in our interactions with AI systems.
As we increasingly rely on AI for decision
support and emotional companionship,
questions about privacy, bias, and the
boundaries between person and
machine become more prevalent.
Furthermore,the potential for emotional
manipulation and ethical dilemmas
It is essential
to recognise
that AI,
although highly
advanced
in some
tasks, does
not possess
consciousness
or emotions
like humans.
increases with the rise of AI-powered
social robots and virtual assistants. It is
crucial to address these issues proactively
to ensure that AI benefits human society
without compromising our well-being.
Understanding the psychology behind
AI is crucial for anticipating its future
implications and addressing ethical
considerations. As AI continues to advance
and integrate into various aspects of our
lives, it is critical to consider the ethical
implications of its use and development.
Ethical considerations are imperative
in preparing for an AI-integrated
future. As this technology becomes
more prevalent, ensuring its
integration is done responsibly and
ethically is essential. This includes
considering the impact on society,
addressing potential algorithm
biases, and fostering transparency
in decision-making processes.
Developing robust ethical frameworks will
help mitigate potential risks associated
with AI while maximising its positive
impact on society. These frameworks
will be essential in the psychological
acceptance of AI.
It is evident that understanding the
psychology behind AI is imperative in
today’s world. By acknowledging how AI
is designed to interact with humans, we
can better leverage its potential benefits
and mitigate potential risks.
Recognising the influences of human
biases and behaviours on AI systems can
lead to the development of more ethical
and practical technologies.
Additionally, grasping the psychological
implications of AI can help us build trust
with these systems and ensure their
responsible use in various industries
and applications. Overall, a deeper
understanding of the psychology behind
AI is vital for navigating the increasingly
intertwined relationship between humans
and artificial intelligence.
GRAHAM JONES studies online
behaviour and consumer psychology
to help businesses improve website
success. Visit: grahamjones.co.uk
November 2025 | 47

My Bench
Olena Kovalevska
Silver Daisy Gemstones
• AGE: 45 • YEARS IN TRADE 2 • TRAINING: Jewellery Manufacturing Certificate III
FAVOURITE GEMSTONE Carnelian.
FAVOURITE METAL Silver.
FAVOURITE TOOL Parallel pliers.
BEST NEW TOOL DISCOVERY
Wax soldering iron.
BEST PART OF THE JOB Design.
WORST PART OF THE JOB Polishing.
BEST TIP FROM A JEWELLER
Work methodically and chill.
BEST TIP TO A JEWELLER Start small.
BIGGEST HEALTH CONCERN ON THE BENCH:
Eyesight.
LOVE JEWELLERY BECAUSE
A piece of jewellery is something that I can
wear, admire its beauty, and remind myself
that life is amazing. I would love for other
people to feel the same way when they
wear the jewellery that I create for them.
48 | November 2025

November 2025 | 49

OPINION
Soapbox
When gold prices skyrocket,
it’s time to think outside the box
The dramatic rise of gold prices has caused headaches for many jewellers.
ARDA KARA encourages retailers to think creatively when navigating new market conditions.
The recent surge in gold prices has
rippled through the jewellery industry,
tightening margins and encouraging
jewellers to rethink pricing, sourcing,
and design.
In the past month alone, the price of gold
has skyrocketed to unprecedented levels,
a trend that has been consistent over
the past year.
For jewellers, this swing matters as the
higher costs of raw materials squeeze
profits, challenge inventory strategies,
and alter consumer purchasing patterns.
With that said, moments like these
underscore a broader truth. It’s always
important to stay open-minded to
evolving trends, market shifts, and
to structure your business with
consumer behaviours in mind.
In recent years, I’ve witnessed a shift
towards gold plating in jewellery that has
become increasingly apparent. Increasingly,
people are opting for gold plating services
rather than purchasing entirely new pieces.
This trend is particularly evident in our
experience at Fidda & Katina, where
requests for gold plating have increased
significantly. Looking at our work orders
over the past two years, we have observed
a steady increase in clients requesting gold
plating for rings, bangles, and earrings.
This reflects a shift in how people approach
jewellery, with many choosing to refresh
and enhance their existing pieces instead
of buying new ones. Instead of leaving
cherished jewellery unused, customers are
embracing gold plating as a way to bring
their pieces back to life.
Affordability: The Driving Force
Affordability is a driving force behind this
shift. The current economic landscape has
profoundly impacted consumer spending
on luxury items. Rising living costs and
financial uncertainties have prompted
consumers to seek more strategic and
value-driven purchasing options.
In my experience, gold plating provides a
way for customers to achieve a high-end
look without the significant cost of solid
gold. Many see it as a practical and costeffective
method to revitalise their jewellery
while maintaining its sentimental value.
Instead of replacing older pieces,
customers can simply enhance them
with gold plating, making it an ideal
solution for those who want luxury
without the hefty price tag.
The rising cost of gold has made solid gold
jewellery less attainable, and for many, gold
plating is the best alternative to achieve the
same aesthetic at a fraction of the cost. This
option allows jewellery lovers to maintain
elegant and stylish collections without
breaking the bank.
Fashion Trends & Flexibility
In addition to affordability, evolving fashion
trends play a crucial role in why consumers
are turning to gold plating. Jewellery styles
shift constantly, and customers want the
flexibility to update their collections
without making long-term commitments.
Many people are now opting for yellow gold,
moving away from white gold and silver
tones. Gold plating allows them to modify
their existing jewellery to align with
current trends without having to
purchase entirely new pieces.
It offers an accessible way to follow
seasonal styles while keeping a
timeless and sophisticated look.
In my experience, the concept of
sustainability is another key factor
influencing this trend. As people become
more conscious of environmental impact,
they are increasingly looking for ways
to repurpose and extend the lifespan
of their belongings, including jewellery.
Gold plating provides an eco-friendly
alternative to purchasing new pieces
by reducing unnecessary waste and
promoting reuse.
Rather than discarding or storing away
jewellery that no longer suits their style,
customers are choosing to revitalise
their pieces, making gold plating a
more responsible and sustainable choice.
For jewellers, this shift presents an
opportunity to educate customers on
how gold plating supports sustainability
in the industry.
By encouraging customers to restore and
refresh their jewellery rather than replace
it, jewellers can promote a more mindful
approach to jewellery ownership.
As more people
recognise the
value of this
option,
jewellers have
the opportunity
to provide
services
that align
with shifting
preferences.
This benefits both the customer and the
environment, potentially reducing the
demand for new mining and excessive
production while still allowing clients to
enjoy beautifully maintained jewellery
It goes without saying that, despite its
many advantages, gold plating requires
proper care. Since it is a surface treatment,
plating naturally wears over time, especially
with frequent use.
Some customers assume it will last
indefinitely; however, it does require
maintenance and replating. One of the
most common concerns is how long the
gold plating will last. While this varies,
factors such as the thickness of the plating,
the type of metal underneath, and how
often the jewellery is worn all play a role.
Understanding the Limitations
The rising demand for gold plating reflects
a broader shift in consumer priorities.
Affordability, sustainability, and fashion
trends shape purchasing decisions.
As jewellers, embracing this tendency
allows us to meet evolving customer
expectations while promoting a more
responsible approach to jewellery
ownership. By fostering trust and
offering expert guidance, we can help
customers enjoy jewellery that remains
relevant, personal, and timeless.
I’ve found that gold plating is more than
just a cost-effective alternative; it may
well be the future of jewellery for the
modern, conscious consumer.
By investing in quality gold plating services,
individuals can enjoy the beauty of gold
without the high costs, all while supporting
sustainable practices.
As more people recognise the value of this
option, jewellers have the opportunity to
provide services that align with shifting
preferences. With the proper care and
understanding, gold plated jewellery can
continue to be a stylish, affordable, and
eco-friendly solution for years to come.
Name: Arda Kara
Business: Fidda & Katina
Position: Owner
Location: Melbourne, VIC
Years in the industry: 8
50 | November 2025

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November 2025 | 51

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52 | November 2025