Jeweller - February 2026

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY FEBRUARY 2026
Through the Roof
JEWELLERS NAVIGATE RECORD
BREAKING PRICE OF GOLD
Love Language
TRENDS EXPECTED TO DEFINE
ENGAGEMENT JEWELLERY IN 2026
Moving Forward
CRITICAL NEW OPPORTUNITIES FOR
EMERGING JEWELLERS SECURED

2 | February 2026

SINCE 1996
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yesterday, today
& tomorrow
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February 2026 | 3
worldshiner.com

For over 15 years, Pink Kimberley has been devoted to crafting exceptional pink diamond
jewellery, celebrating the rare beauty of Argyle pink diamonds from the East Kimberley region of
Western Australia. The latest Pink Kimberley Collection celebrates the exquisite rarity of these
natural treasures with captivating engagement ring designs. Each piece is bold, distinctive, and
uniquely beautiful – a striking fusion of contemporary design and the rare allure of Argyle pink
diamonds, crafted to make a statement as unforgettable as the stone itself.
02 9290 2199
pink@samsgroup.com.au
PinkKimberley.com.au
Become a stockist today!
4 | February 2026

Discover the delicate allure of the Blush Pink Collection, a tribute to Australian heritage and natural beauty.
Each piece in the Blush range showcases rare light pink diamonds, sourced from the renowned Argyle mine in
the Kimberley region of Western Australia. Thoughtfully designed and expertly handcrafted, these timeless
jewels blend elegance with history, creating wearable heirlooms that celebrate both grace and origin.
02 9290 2199
pink@samsgroup.com.au
Pinkkimberley.com.au/collections/blush-pink
Become a stockist today!
February 2026 | 5

The Beauty of Yesterday
Find trending vintage-inspired designs — intricate details, imaginative
engraving, and retro geometric motifs — that today’s customers
are searching for in Stuller’s bridal and fine jewellery selection.
Shop now at Stuller.com/VintageStyles
The Beauty of It All
Featured items: 127435, 127436, and 689419
6 | February 2026

JEWELLERS NAVIGATE RECORD
BREAKING PRICE OF GOLD
VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY FEBRUARY 2026
TRENDS EXPECTED TO DEFINE
ENGAGEMENT JEWELLERY IN 2026
CRITICAL NEW OPPORTUNITIES FOR
EMERGING JEWELLERS SECURED
FEBRUARY 2026
Contents
This Month
Industry Facets
9 Editorial
22
10 YEARS AGO
Time Machine: February 2016
26 BRIDAL JEWELLERY
What's old is new again
10 Upfront
25
LEARN ABOUT GEMS
Around The World: Sapphires
The next wave of brides and
grooms are searching for the perfect
piece to symbolise their love.
What will they choose?
12 News
20 Events
48
50
MY BENCH
Leighton MacLaren Penman
SOAPBOX
Anthony Enriquez
Features
26
36
39
BRIDAL JEWELLERY
What's commanding the attention of today's committed couples?
GOLD JEWELLERY
Experimenting with new approaches to meet rising demand
THE GREAT DIAMOND DEBATE III
Key insights on the future of the diamond business
36 GOLD JEWELLERY
New Territory
The price of gold has shattered
records over the past year, placing
new pressures on jewellery retailers
and consumers alike.
Better Your Business
42
44
BUSINESS STRATEGY
Struggling to improve sales? RYAN ESTIS says times have changed.
SELLING
DALE FURTWENGLER believes you need to be firm with time wasters.
45
46
47
MANAGEMENT
Did you learn anything last year? DOUG FLEENER helps you find key lessons.
MARKETING & PR
SIMON DELL highlights the importance of images and descriptions online.
LOGGED ON
TOM MARTIN reveals an amazing advantage in an AI-dominated market.
39 DIAMOND WHISPERS
Food for thought
Reflect on the key insights from
Jeweller's Great Diamond Debate III
as we enter a crucial year for the trade.
FRONT COVER
Stuller offers a remarkable selection
of engagement ring styles to help every
couple start the next chapter of life.
Based in the US, Stuller's mission is to
serve jewellery industry professionals
by offering a selection of quality
products and exceptional services as a
leading supplier to the trade.
To learn more visit: stuller.com
Through the Roof
Love Language
Moving Forward
February 2026 | 7

8 | February 2026

Editor’s Desk
Gold, ghosts, & diamonds: A busy year ahead
Spooky scammers, overseas expansion, and the next generation are on the agenda.
SAMUEL ORD outlines a significant year ahead in the Australian jewellery industry.
The all-important holiday sales period
has come and gone once again. Australia’s
indomitable jewellery industry finds itself
back at work, facing what promises to be
a consequential year.
The past year was shaped by many of the
industry’s perennial etherial forces, whether
it be shifting consumer expectations, the
increasing influence of technology on
shopping, and intensifying competition.
These factors continue to reshape how
jewellery is marketed, sold, and valued,
and there are no signs of it easing.
Perhaps the most telling indication of
this was the collapse of Shhh Secrets in
December last year.
Having weathered the 2008 global financial
crisis and the global COVID-19 pandemic,
the 23-store jewellery chain, formed in 2000,
was sold to overseas interests who aim to
re-capitalise the business.
Every cloud has a silver lining! Around the
same time, another overseas jewellery
retailer declared that it has its eyes on
Australia.
The retail jewellery behemoth Chow Tai Fook
announced plans to open its first store in
Australia later this year. It operates more
than 5,000 stores globally and has detailed
plans to expand its business beyond
Hong Kong and China.
It will be intriguing to watch how these
plans unfold for several reasons.
The first will be how ‘typical Aussies’ take to
the distinctly Chinese name and branding -
Chow Tai Fook. One would assume that the
company will, eventually, go head-to-head
with Michael Hill Jewellers and Prouds.
You see, it’s not as if Australia has a shortage
of jewellery chain stores and, as our
State of the Industry Report detailed,
the great majority congregate their
operations in shopping centres.
And, again, it’s not as if Australia’s shopping
centres have a shortage of jewellery chain
stores.
Think about it: Chow Tai Fook was founded
in 1929, has more than 20,000 employees,
and operates around 90 stores in Hong
Kong alone, so it would seem unlikely the
company aims to open a casual
"handful of shops’.
The rollout of store locations will likely take a
‘scientific approach’ that mirrors the existing
demographics of other major chain stores.
Said another way, if the entry of a new
competitor into any market does not, or
cannot, expand the market, potentially
through product differentiation, then it
stands to reason the outcome must be
the conquest of sales from its rivals.
Jeweller will be watching closely how Chow
Tai Fook enters the retail jewellery market
and where it chooses to locate stores.
It goes without saying that the first stores
would most likely open in Chinese-populated
suburbs such as Sydney’s Chatswood and
Melbourne’s Doncaster and Box Hill.
However, that will mean it is competing
more with independent jewellery stores
owned by existing Asia-focused operators
rather than with the likes of Prouds,
Michael Hill Jewellers and Angus & Coote,
which already serve the demographic.
The true test for Chow Tai Fook will be
once it has ‘covered’ the shopping centres
in these suburbs, and the only areas for
expansion are into ‘suburban Australia’.
Stay tuned!
Another story that shows no sign of
disappearing is the rise of so-called ‘ghost
stores’ — online retail scams designed to
deceive consumers by posing as legitimate
Australian businesses.
Over the past year, Jeweller has reported
extensively on these troubling practices,
highlighting the damage these crooks inflict
on consumer trust and the reputations of
genuine, hard-working retailers.
The Australian Competition and Consumer
Commission has issued multiple public
warnings after receiving hundreds of
complaints about such operators. For
legitimate jewellery retailers, the threat
goes beyond lost sales.
Ghost stores can siphon traffic through
paid search advertising, mimic branding,
and undermine confidence in online
jewellery purchasing at a time when
many independents are investing in
digital platforms.
Ongoing vigilance and proactive customer
education will be essential as this deceptive
practice continues to evolve.
One would
assume that the
company will,
eventually, go
head-to-head
with Michael Hill
Jewellers and
Prouds.
Diamonds, meanwhile, will undoubtedly once
again sit at the centre of one of the industry’s
most enduring debates.
Jeweller’s Great Diamond Debate III,
published in December, revisited the tensions
between natural and lab-created diamonds,
drawing on new data and a wide range of
industry voices.
The issue highlighted just how much the
market has shifted since the original debates
in 2018 and 2019 — and how many questions
remain unanswered.
Beyond products and pricing, the industry
continues to grapple with structural
challenges. None is more pressing than
the shortage of skilled tradespeople. Over
the past decade, few initiatives have been
as significant as the coordinated efforts of
Nationwide Jewellers, Showcase Jewellers
and the Independent Jewellers Collective
to address the apprentice pipeline.
The apprenticeship initiative gathered
momentum throughout 2025, with
Jeweller reporting regularly on
developments, including a favourable
government announcement in January.
However, the response that followed exposed
uncomfortable tensions within industry
representation. A public statement released
by the Jewellers Association of Australia
(JAA) the following day mirrored much of
the existing reporting, yet notably omitted
any acknowledgment of the buying groups
whose efforts had driven the campaign.
In the absence of consultation or explanation,
the statement raised questions about
attribution, engagement and leadership.
While the buying groups have since moved
to involve the JAA constructively, the
episode highlighted deeper concerns about
accountability and the role of industry bodies
in supporting, rather than claiming, progress
initiated elsewhere.
Taken together, these themes point to an
industry at a crossroads. Whether this
becomes a year of meaningful progress,
reform, and unity, or another exercise in
missed opportunity, will depend largely on
the choices made now.
SAMUEL ORD
EDITOR
February 2026 | 9

Upfront
Rewind: Best Bench Tip
Stranger Things
Weird, wacky and wonderful
jewellery news from around the world
Christmas Cheer
Russian diamond producer
Alrosa has showcased two recently
unearthed diamonds that resemble
Christmas ornaments in a timely
and festive discovery. Alrosa has
showcased two rough diamonds
discovered at the Severalmaz Mine.
The first is described as resembling a
Christmas tree ornament and weighs
more than 17 carats. The second
was described as looking like a ‘cute
puppy’ and weighs 2.7 carats.
Big & Blue
Petra Diamonds has announced
the recovery of a remarkably large
fancy colour blue diamond from the
famed Cullinan Mine in South Africa.
The diamond producer described
the 41.82 carat stone as being of
‘exceptional quality’. The most recent
blue diamond of this calibre was
discovered in April 2021 and was
eventually sold for $USD40.2 million
($AUD60.08 million). According to
a statement from Petra Diamonds,
the company is in the process of
evaluating the stone and determining
the best method of sale.
Pink Panthers busted
Two members of the legendary
‘Pink Panthers’ gang have reportedly
been arrested in relation to a luxury
goods heist in Greece in September.
According to local media reports, two
Serbian men have been arrested in
connection with the theft of luxury
watches and jewellery valued at around
€580,000 ($AUD1 million). The incident
occurred at the Sani Resort in Halkidiki
on 2 September, with arrest warrants
issued following an investigation by
Greece’s Organised Crime Unit.
NOVEMBER 2016
"Practice and patience
make perfection."
VICK NACKASHIAN
VICK NACKASHIAN FINE JEWELLERY
HISTORIC GEMSTONE
Archduke Joseph Diamond
The Archduke Joseph is a colourless,
cushion-shaped brilliant cut diamond
weighing 78.54 carats that originated from
India’s legendary Golconda mines. The
diamond is named after Archduke Joseph
August of Austria (1872-1930), who is the
first documented owner of the stone. August
sold the diamond in 1936 to an anonymous
figure believed to be a European banker, who
reportedly kept it hidden during Germany’s
occupation of France during World War II.
The Archduke Joseph wasn’t seen in public again
until 1961, when it was put up for auction in London; however, it
wasn't sold. It returned to the block again, this time in Geneva,
in 1993 – this time fetching a world record price ($USD24.14
million) for a diamond sourced from the Golconda mines.
Fighting crime with tech
According to a report published by Auror, a retail crime and
loss prevention company, retailers in New Zealand experienced
declining rates of violent crime over the
past year, while those in Australia sawrates
increase. In New Zealand, data indicated a
12 per cent decrease in weapon use,
a 6 per cent reduction in violent events,
and a 6 per cent reduction in threatening
incidents compared to the same period in
2024. Auror attributed the decline to enhanced
reporting and greater collaboration between
retailers and police, supported by technology.
Timeless Trends
For anyone torn between yellow gold
and white gold, there’s good news—
mixed-metal jewellery is firmly on trend.
Blending metals is often seen as a subtle
art, capable of creating a striking effect
when styled well. Gold adds a sense of
warmth and sophistication, while silver
brings its own cool, captivating charm.
Campaign Watch
The 'Winter Wonderland' visual
campaign from Boucheron was
recently released and features
four ambassadors from emerging
generations of cinema, music, and
dance on social media, each wearing
one of the four collections, each
portraying the spirit of winter.
Images: UNOde50
Images: Boucheron
VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY
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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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arising from the published material.

February 2026 | 11

News
Special festive season:
Sales rise for independent
jewellers in December
Recent analysis of sales at independent jewellery
stores in Australia has uncovered several fascinating
trends, rounding out a broadly positive year.
The latest report from Retail Edge Consultants
revealed that sales in December improved by
5 per cent on a year-on-year comparison and
7 per cent when compared with 2023. The data
is sourced from more than 400 independent
jewellery stores in Australia and New Zealand.
Unit sales decreased by 4.9 per cent on a yearon-year
comparison, while the average retail sale
(inventory only) increased to $239, a jump of 11 per
cent on a year-on-year comparison and a figure
26 per cent higher than what was recorded in 2023.
General manager Leon van Megen said the data
reflected broader trends identified throughout
the year.
“December delivered a clear revenue uplift,
reflecting stronger seasonal demand supported by
higher average sale values rather than increased
transaction volume,” he explained.
“While volumes continued to trend lower, the decline
moderated compared to 2024, indicating a stabilising
pattern in customer activity during peak trading.
“Higher basket values remained the primary
contributor to revenue growth, reinforcing the shift
toward fewer but higher-value purchases.”
In terms of specific categories, diamond jewellery
recorded a 2 per cent increase on a year-on-year
comparison. Notably, colour gemstone jewellery
sales increased by 31 per cent compared with
December 2024.
“The category delivered a strong rebound in
December, undoubtedly benefiting from gifting
demand and customer preference for distinctive,
design-led pieces,” van Megen explained.
Sales of jewellery without a diamond or colour
gemstone improved by 9 per cent on a year-on-year
comparison, while silver and alternative metals
jewellery increased by 7 per cent by the same metric.
Improved sales in December rounded out what was
largely a year of sales increases at independent
jewellery stores included in the data. Before the
flat sales recorded in November, sales increased
from May through October. October saw the largest
increase in sales (25 per cent).
Richemont sells Baume & Mercier watch brand
Swiss luxury goods company Richemont has
announced the sale of specialist watch brand
Baume & Mercier to the Damiani Group,
an Italian jewellery business.
The two companies released a joint statement
confirming the sale earlier this week. The deal
is expected to conclude later this year, with the
financial terms undisclosed.
Richemont will continue to provide operational
services for the watchmaker for at least one
year after the deal closes.
Based in Valenza, the Damiani Group owns the
Damiani, Salvini, Bliss, and Calderoni jewellery
brands, as well as glassmaker Venini and luxury
distributor Rocca. CEO Jérôme Favier told
Bloomberg it was expected to be a beneficial
transition for all parties.
“We will both benefit from this new start,”
he said.
“Damiani Group will expand its offer in the
watch segment and attract a new customer base.
Baume & Mercier will be able to count not only
on our solid position in wholesale, but also
on our strong expertise in the watch market.”
Baume & Mercier was one of the first luxury
brands to join the Richemont Group in 1988,
alongside Cartier and Montblanc.
The Richemont Group, founded by South African
businessman Johann Rupert, recently reported
strong sales for its watch and jewellery brands
in the latest financial quarter.
Local market update
Baume & Mercier is distributed in local markets
by Duraflex Group Australia.
Chow Tai Fook Jewellery Group, one of the world’s
largest jewellery retailers, has announced plans to
open its first store in Australia later this year.
Chow Tai Fook operates more than 5,000 stores
globally and, in a statement, has detailed plans to
expand its business beyond Hong Kong and China.
The company recently opened its first store in
Thailand, located in Bangkok, and plans to open
its first store in Australia and Canada before the
end of June 2026. Sonia Cheng, vice-chairman
of Chow Tai Fook, said increasing the company's
presence in the jewellery market was critical.
“As we advance our dynamic brand
transformation journey, curating exceptional
retail experiences in international markets is
pivotal in Chow Tai Fook Jewellery’s overseas
expansion strategy,” Cheng said.
Managing director Phil Edwards confirmed that
for Australian retailers stocking the brand,
it would be ‘business as usual’ despite the
change in ownership.
“There will be no change to the local distribution
in Australia. Duraflex Group Australia are very
proud to continue our long-standing partnership
with the brand and continue to provide our
Baume & Mercier retail partners with the same
high level of service,” Edwards told Jeweller.
“This marks an exciting new chapter for the
brand as it joins the Damiani Group, a highly
respected, family-owned Italian luxury group that
shares many values with Baume & Mercier.
“DGA fully support this ambitious new chapter for
the Maison [brand], and we believe that the brand
strategy, combined with the Damiani Group's
investment, will ensure our mutual success
with Baume & Mercier.”
Edwards also outlined several objectives for
the brand in the coming years, which included
enhancing the competitiveness of the product
offering, reinforcing brand awareness through an
impactful new campaign, and optimising product
rotation, volume, and productivity.
“There will be no change to manufacture -
Baume & Mercier watches will continue to be
manufactured at the brand’s Watchmaking
Workshops in Les Brenets, in the Swiss Jura,”
he added.
“This includes the Baumatic movement -
Baume & Mercier’s modern, in-house–developed
mechanical movement family which is one of the
brand’s biggest technical strengths.”
Baume & Mercier was founded in 1830.
Asian jewellery retail giant announces plans
for Australian expansion
“This expansion is part of our ambition to
establish Chow Tai Fook Jewellery as a
leading force in global luxury, while reinforcing
our legacy of innovation, excellence, and
cultural resonance.”
The company also plans to expand into the
Middle East market within the next two years.
12 | February 2026

News
Jewellery apprentices secure access to valuable support
While jewellers across Australia have spent the
past two months navigating the all-important
holiday sales period, behind the scenes, the
industry’s buying groups have continued the
campaign to improve support for apprentices.
One of the most important stories of the past
year was the combined efforts of Australia’s three
industry buying groups - Nationwide Jewellers,
Showcase Jewellers, and the Independent
Jewellers Collective – to address the shortage
of apprentices in the local trade.
The buying groups collated data from members
detailing the increasing demand for custommade
jewellery and services, such as repairs, and
documented the challenges faced by an industry
with an ageing workforce and a shortage of
skilled workers.
This data was presented to several government
departments in a bid to have jewellers
acknowledged on the Occupation Shortage List, a
program organised by Jobs and Skills Australia,
that provides independent advice on future
workforce, skills and training needs.
In a recent development, the Department of
Employment and Workplace Relations has
published an updated Australian Apprenticeships
Priority List, effective as of 1 January 2026.
The Priority List is part of the Australian
Apprenticeships Incentive System and provides
an overview of the skills and qualifications in
high demand, as well as the extra support
individuals may receive if they train in a
priority occupation.
The updated Priority List includes four
qualifications relevant to the jewellery industry -
Certificate III in Jewellery Manufacture, Certificate
IV in Advanced Jewellery Manufacture, Diploma
of Jewellery and Object Design, and Advanced
Diploma of Jewellery and Object Design.
This means that, as part of the Australian
Apprenticeships Incentive System, jeweller
apprentices may be eligible for several forms of
financial support while undertaking training.
This includes access to loans of up to $25,983
through the Australian Apprenticeship Support
Loan (AASL) program. This is an interest-free
loan available to individuals undertaking study in a
priority occupation, designed to help meet day-today
costs during training. These loans are paid in
monthly instalments.
Successful applicants do not have to repay the
loan until they are earning income above the
minimum repayment threshold, which, as of
2025-26, is $67,000.
Other options available to jewellery apprentices
include the Australian Apprentice Training
Support Payment. This payment of up to $2,500
is designed to help apprentices with cost-of-living
pressures. This payment is front-loaded and paid
in four instalments after training begins.
Jewellery apprentices may also be eligible for
the Living Away From Home Allowance (LAFHA).
Apprentices who are required to move away
from the home of a parent or guardian to start
or continue training may be eligible for financial
support under this program, which includes
a weekly tax-free payment that reduces as
apprentices progress through training.
Beyond the support offered by the Australian
Apprenticeships Incentive System, jewellery
apprentices may also be able to access Youth
Allowance and Austudy payments, provided
by Centrelink.
Youth Allowance is an income support payment
designed to assist young people with living and
training expenses. It is offered to students,
apprentices, and job seekers aged 24 or younger.
Austudy is an income support payment for fulltime
students and apprentices aged 25 and over,
helping with living costs while studying, subject to
income and asset tests.
More work to be done…
Increasing the financial support available to
jewellery apprentices is significant progress
for the local trade, which continues to weather
the impact of rising demand for custom-made
jewellery and repairs.
With that said, those spearheading this campaign
for the betterment of the trade have already
moved on to other areas requiring rectification.
Of particular interest is the Skilled Occupation
List, compiled by the Australian Government's
Department of Home Affairs, which addresses
immigration and citizenship matters.
Individuals with qualifications to work or train in
an eligible skilled occupation in Australia, who
meet other relevant requirements, may apply for
several working visas. 'Jewellers' appear as an indemand
occupation on this list, and it lists access
to five forms of working visas.
With that said, based on the most recent version
of the Skilled Occupation List, jewellers do not
have access to Skills in Demand (Subclass 482).
The buying groups are in communication with the
Department of Home Affairs, among various other
relevant departments, concerning this oversight
and will provide further updates.
Suspect in staggering
jewellery heist deported
before trial
Ecuadorian Jeson Nelon Presilla Flores, 42,
is accused of play a key role in the theft of
approximately $USD100 million ($AUD147
million) worth of gold, gemstones, and luxury
watches in 2022.
Flores was one of seven people indicted over
the crime last year; however, following his
arrest, he was detained by Immigration and
Customs Enforcement (ICE) officers and
deported. Prosecutors were unaware that the
deportation process was underway, and as a
result, Flores may never stand trial.
Flores was transferred into the custody of ICE
and deported to Ecuador on December 29.
Donald Rothwell, an expert on international
law from the Australian National
University, told the ABC that Flores's
deportation reflected tension between the
Trump administration and the 'regular
administration' of justice.
"This a very serious crime. Federal
prosecutors had built their case, they
were arresting the various conspirators,”
Rothwell said.
"US federal prosecutors are doing their job.
This person's immigration status did not
seem to be in question, and if this person had
not beeen detained on the theft charges he
may not have come to the attention of ICE."
The luxury goods were stolen from a Brinks
armoured car in July 2022, including 24 bags
of jewellery, while the vehicle was parked on
the way to a trade show. According to the
Department of Justice, some of the stolen
jewellery was recovered during a
subsequent search.
February 2026 | 13

News
Tech boost for Pandora
during holiday sales
Rising jewellery sales lead the way for Richemont
Pandora has reported lower than expected sales
across the past financial year, with a statement
attributing the results to weakened consumer
demand during the holiday season.
According to the statement, the company’s revenue is
expected to increase by six per cent on a year-by-year
comparison, reaching DKK32.5 billion ($AUD7.55
billion). This would fall short of the projected 7-8 per
cent increase.
Revenue during the fourth quarter of the financial
year improved by 4 per cent, with the statement
noting declining demand in select European markets,
contrasted with a strong performance in the Asia
Pacific region.
Pandora recently announced the departure of its
long-tenured CEO, Alexander Lacik. Incoming leader
Berta de Pablos-Barbier said that the past year had
underscored areas of improvement for the business.
“While the year was marked by macro headwinds,
it has also highlighted opportunities to sharpen
execution and strengthen brand desirability,”
she said.
“As new CEO, my focus will be to navigate the
current market environment, reduce our commodity
exposure and course-correct in select areas to
accelerate profitable growth. Pandora continues to
pursue significant untapped growth opportunities as
a full jewellery brand.
She added: “Our fundamentals are strong. We are
building a bigger Pandora.”
In the lead-up to the holiday season, a report
highlighted Pandora’s increasing reliance on
programs using Artificial Intelligence (AI) during
important sales periods.
According to the report, the company is using two AI
programs: a chatbot that handles customer inquiries
and a sales agent that replicates the in-store
shopping experience online.
The service agent, Clara, launched in mid-February
and now resolves most customer inquiries
while providing operational insights that support
forecasting. Gemma was introduced in Australia in
June and is currently available to approximately 20
per cent of local website visitors.
Gemma uses chat-based artificial intelligence
to provide personalised guidance, adapting
recommendations through guided conversations
based on customer input. Chief technology officer,
David Walmsley, emphasised that the benefits of AI
service agents are most apparent during peak trading
periods.
“You don’t want to have to staff call centres for
periods of peak sales volume,” Walmsley said.
“It’s easier to train an AI service agent than it is to
train 600 new service agents. The efficiency we’re
getting is really paying dividends during Black Friday
and this whole peak period.”
Swiss luxury goods company Richemont has
reported positive sales among its jewellery brands
during the third quarter of the
financial year.
Revenue among Richemont’s jewellery brands,
which includes Cartier, Van Cleef & Arpels, and
Buccellati, was driven by strong demand in the
US market, with positive sales also noted in the
Middle East, Africa, and Japan.
Jewellery sales improved by 6 per cent on a yearon-year
comparison in the third quarter, reaching
€4.79 billion ($AUD8.33 billion) for the three
months ending 31 December.
“Both jewellery and watch categories
grew strongly, led by iconic lines and
fueled by attractive novelties and impactful
communication. Sales rose by double digits
across all channels,” a statement explained.
Sales among the company’s watch brands, which
include IWC Schaffhausen, Piaget, and Vacheron
Constantin, improved by 1 per cent on a year-onyear
comparison.
Richemont total group revenue increased by 4 per
cent on a year-on-year comparison, reaching
€6.4 billion ($AUD11.13 billion).
Slight sales dip for luxury jewellery industry juggernaut
Luxury leader Louis Vuitton Moët Hennessy
(LVMH) has reported a slight decline in revenue
among its jewellery and watch brands over the
past financial year.
LVMH oversees the operations of more than 70
brands, including Tiffany & Co., Bulgari, Kering,
and TAG Heuer. Revenue decreased by 1 per cent,
finishing at €10.49 billion ($AUD17.83 billion) for
the year.
These figures come despite a strong performance
among jewellery and watch brands in the fourth
quarter, with sales improving by 8 per cent.
LVMH chair Bernard Arnault said that influential
factors, including US tariffs, have complicated
the provision of a confident outlook for the year
ahead.
“I always say that in our businesses, I am
optimistic in the medium-term, but short-term
it is very difficult to provide a serious forecast,”
Arnault said.
“So many events and the pace of decisions
taken left and right in the various countries, it
is extremely difficult to control all these geoeconomic
impacts on our companies.”
LVMH’s group revenue decreased by 5 per cent,
closing the year at €80.81 billion ($AUD137.62
billion). Net profit declined by 13 per cent.
14 | February 2026

News
Fashion jewellery chain Secrets Shhh
sold to international company
Secrets Shhh, the 23-store fashion jewellery retailer which collapsed in
December, has been sold to overseas interests.
The company was placed into voluntary administration in December 2025.
Under the management of insolvency firm FTI Consulting, Secrets
International Pty Limited and its subsidiaries (trading as Secrets Shhh)
has been sold to Amaar Jewels, a privately-owned jewellery group
headquartered in Dubai, United Arab Emirates.
At the time, John Park, head of Australia corporate finance and
restructuring said, “The business is trading as usual as much as
possible while the Administrators undertake an urgent assessment of
the company’s operations, and have commenced a sales process and/or
recapitalisation of the Group.”
Under the terms of the transaction announced on 20 January, the
majority of retail stores will transfer to the buyer, with the sale preserving
employment for more than 100 staff.
It also advised that the transaction will ensure continuity for customers,
employees, and key stakeholders, while enabling the brand to move
forward under new ownership.
Joint administrator, Kelly Trenfield said: “This transaction represents a
significant milestone in securing the ongoing operation of the Secrets
Shhh brand and provides a strong foundation for its continued presence
and growth across the Australian retail market.”
Amaar Jewels currently operates 16 stores throughout the Middle
East including Dubai, Abu Dhabi, Kuwait and Iraq. It also has a store in
Mumbai, India.
The administrator's media release also states that the company has
“plans to invest in and grow the Secrets Shhh brand, building on its strong
foundations in the Australian market.
"The group intends to expand the product offering through the
introduction of new collections, with an increased focus on lab-grown
diamond jewellery set in precious metals such as gold and platinum,
reflecting evolving customer preferences for design, quality, and
sustainability.”
As previously reported, Secrets Shhh has had a topsy-turvy history.
The vertical integrated retailer was launched in 2000 by Jane Meredith,
along with friend Dietmar Gorlich, in Noosa, Queensland. It specialised in
diamond simulant – cubic zirconia – jewellery.
Under a franchise model, it quickly grew to 26 stores across Australia and
New Zealand before the 2007–2008 Global Financial Crisis took its toll, as
it did on so many retailers.
Secrets Shhh was first listed in Jeweller’s 2010 State of the Industry
report with 18 stores; however, its store count reduced in the
ensuing years.
In April 2017, the number of Secrets Shhh stores had fallen to only seven
– four company-owned and three franchised.
At that point, former Michael Hill International (MHI) CEO acquired a
majority stake in the business and reinvigorated the retailer.
Parsell was well-placed for the task; he had been with MHI for 30 years
and was responsible for establishing the New Zealand jewellery chain in
Australia in 1987.
The 2024 State of the Industry Report recorded 25 stores.
However, late last year the administrators took control of nine entities,
collectively called ‘Secrets’, and called the first meeting of creditors for
Friday 19 December 2025.
February 2026 | 15

News
India appointed chair of
Kimberley Process for 2026
Natural Diamond Council confirms two new members
“India’s selection reflects the international
community’s trust in its principled, inclusive
approach to strengthening the global diamond
trade,” he said.
“GJEPC will work with the Indian government
and stakeholders to support the chairmanship,
advance best practices, strengthen compliance,
and reinforce confidence in conflict-free
diamonds worldwide.”
India will chair the Kimberley Process in
2026, bringing an end to more than a year
of uncertainty about the leadership of the
organisation.
This appointment marks the third time India
has led the initiative that oversees international
trade in rough diamonds. According to the Gem
& Jewellery Export Promotion Council (GJEPC),
the Kimberley Process selected India, one of its
founding members, by consensus in December.
Ghana was previously appointed as the 2026 vice
chair and is expected to assume the chair role in
2027. GJEPC chairman Kirit Bhansali highlighted
India's significance in the global diamond trade.
The Kimberley Process faced challenges in
finding a successor to the United Arab Emirates,
which chaired in 2024 and continued as
custodian chair in 2025. Thailand was initially
designated as the vice chair for 2025, but
subsequently withdrew, leaving a vacancy.
Disagreement over the organisation's leadership
was underscored by ongoing tension over the
Kimberley Process’s inability to agree on a new
definition of ‘conflict diamonds’.
Although Belarus volunteered, Western
countries rejected its candidacy due to its
association with Russia, and Israel opposed
Qatar’s nomination. The Kimberley Process
operates on the basis of unanimous consent
for policy decisions.
New details emerge of Jeffrey Epstein’s diamonds
The Natural Diamond Council has announced the
appointment of two new members, Angolan stateowned
diamond producers Endiama and Sodiam.
This appointment follows the Luanda Accord,
signed in June 2025 by diamond-producing
countries and industry stakeholders, to promote
responsible practices and strengthen the natural
diamond industry.
The agreement requires signatories to support
the NDC’s marketing and education initiatives,
helping to ensure the industry’s long-term viability.
Natural Diamond Council chair, Sandrine Conseiller,
emphasised the importance of collaboration and
communication.
“The future success of the industry will depend on
our ability to communicate the true story of natural
diamonds — their desirability and role in driving
development,” she said.
“Expanding the NDC’s representation across the
value chain will strengthen consumer education,
amplify the industry’s voice, and reinforce trust in
natural diamonds as rare creations with social and
economic impact.”
The Natural Diamond Council recently confirmed
the appointment of Amber Pepper as CEO, effective
in February. Pepper replaces outgoing CEO David
Kellie, who was a contributor to Jeweller’s
Great Diamond Debate III in December.
Recently released documents related to the
investigation of Jeffrey Epstein, a notorious
financier, sex offender, and human trafficker, have
provided new insights into his affinity for luxury
goods, including diamonds.
The US Department of Justice recently released
three million pages related to an investigation
of Epstein, made available as part of the Epstein
Files Transparency Act.
Among the files is a will, which Epstein executed
and signed on 8 August 2019, two days before he
was found dead in a New York City jail.
The trust agreement, which had not been made
public until now, details how more than $USD250
million, along with various properties and
possessions, would be distributed to more than
40 beneficiaries.
Described as Epstein’s ‘last known girlfriend’,
Karyna Shuliak was bequeathed $USD50 million
along with properties in New Mexico, Little Saint
James (US Virgin Islands), Paris, and New York.
Interestingly, Shuliak was also bequeathed
a diamond ring. According to a handwritten
notation to the document, the ring was given “in
contemplation of marriage.”
It is described as follows: "Set with a rectangularcut
diamond, weighing approximately 32.73
carats, flanked by baguette-cut diamonds
mounted in platinum."
According to the document, Shuliak was also to
receive 48 loose diamonds, each accompanied
by a Gemological Institute of America (GIA)
reference number.
The existence of a private diamond collection
owned by Epstein was acknowledged in media
coverage of a 2019 search of a New York
property. During the search, it was said that a
safe containing cash, diamonds, and an expired
passport was recovered.
16 | February 2026

News
India moves to protect natural
diamonds; government mandate issued
Australia’s Longest
Operating Watch Brand
ClassiqueWatches.com
The Indian jewellery industry has successfully lobbied for the introduction
of a national standard governing diamond terminology.
The term ‘diamond’ is now reserved exclusively for natural diamonds and
requires explicit disclosure for laboratory-grown stones.
The Bureau of Indian Standards (BIS) - a national standards body falling
under the Department of Consumer Affairs and the Ministry of Consumer
Affairs - has released IS 19469:2025, which establishes a standardised
framework for diamond nomenclature across India.
The standard is designed to protect consumers and addresses
inconsistent and ambiguous descriptions, particularly on digital and
e-commerce platforms.
Under the new rules, the term ‘diamond’ when used alone refers solely to
natural diamonds.
Accompanying descriptors such as ‘natural’, ‘real’, ‘genuine’, or ‘precious’
are permitted, while terms including ‘mined diamond’ and ‘earth-mined
diamond’ are prohibited.
Laboratory-grown diamonds must be clearly and immediately disclosed,
using only the terms ‘laboratory-grown diamond’ or ‘laboratory-created
diamond’.
The standard goes further and explicitly prohibits descriptors implying
equivalence with natural diamonds.
Terms such as ‘nature’s’, 'earth-friendly’, ‘conflict-free’, ‘pure’, or
‘cultured’ are banned.
The term ‘synthetic diamond’ is permitted in commercial or import/export
documentation when legally required.
The Natural Diamond Council (NDC) endorsed the standard, with
managing director Richa Singh emphasising its significance in enhancing
consumer protection and transparency.
“Clear, consistent terminology is essential to maintaining trust,”
Singh said.
“By eliminating ambiguity and mandating full disclosure, these standards
protect industry integrity and ensure consumers can confidently
distinguish between a natural diamond and a laboratory-grown diamond.”
The NDC will collaborate with BIS, Indian authorities, trade bodies, and
industry stakeholders to facilitate the implementation of the standard.
The adoption of IS 19469:2025 addresses concerns raised in prior
industry discussions, where diamond nomenclature and disclosure
standards were central topics of Jeweller's recent edition of
The Great Diamond Debate III.
Become a stockist today
02 9290 2199
February 2026 | 17

News
JAA’s confusing media statement: Misleading, poor phrasing, or undue credit?
The campaign to strengthen financial support
for jewellery apprentices has recently taken a
significant step forward; however, a confusing
statement from the Jewellers Association of
Australia (JAA) has raised questions across
the trade.
One of the most notable industry developments
in the past decade has been the coordinated
efforts of Australia’s three buying groups —
Nationwide Jewellers, Showcase Jewellers,
and the Independent Jewellers Collective —
to address the ongoing shortage of apprentices
within the local jewellery trade.
Their work led to the Department of Employment
and Workplace Relations publishing an updated
Australian Apprenticeships Priority List, effective
from 1 January 2026.
As a result, jewellery apprentices are now eligible
for a broad range of government-supported
financial assistance.
The buying groups began working on the initiative
early last year.
Against the backdrop of the government’s favourable
announcement, an unexpected statement from the
JAA has surprised many within the jewellery trade.
Jeweller has reported on the campaign to secure
improved support for jewellery apprentices since
April 2025, with the most recent update published
on 20 January.
The following day, 21 January, the JAA released a
media statement on its website, marking its first
public commentary on the matter.
Arrogating acclaim?
Much of the information contained in the statement
reflected details previously reported by Jeweller.
With that said, there was one notable omission:
no acknowledgement that the progress and
successful campaign has been driven by the
combined efforts of the three buying groups.
Indeed, not only was there no reference to the
involvement of the buying groups, but the wording of
the statement appeared to go a step further.
“The JAA has been engaging with government
on skills and workforce issues and welcomes
this important development for the industry,” the
statement explained.
“We will continue to keep members informed as
further guidance and details become available.
If you would like more information or assistance in
understanding how this may apply to your business,
please contact the JAA.”
Based on this statement alone, readers could
reasonably conclude that the outcome was achieved
solely through the efforts of the JAA.
Whether this was the result of imprecise wording,
unfortunate timing, or an attempt to claim credit
for the progress, it remains striking that the JAA did
not, at a minimum, acknowledge the work of
Colin Pocklington (Nationwide Jewellers),
Anthony Enriquez (Showcase Jewellers),
and Joshua Zarb (Independent Jewellers Collective).
This situation was further complicated by earlier
correspondence.
One week prior to the government’s announcement,
Jeweller contacted JAA president Joshua Sharp to
discuss the rapid progress of the apprenticeship
campaign, achieved through pooled resources and a
coordinated government advocacy approach.
On 13 January, Sharp was asked whether the JAA
- as the jewellery industry’s association - had been
involved in the project or had contacted the buying
groups to discuss or offer support for the jewellery
apprentices initiative.
Sharp did not acknowledge the email or provide
a response.
Instead, around one week later, the JAA published
its statement regarding the updated Apprenticeships
Priority List.
Without explanation from Sharp, readers are left
to scrutinise both the wording of the JAA’s
statement and the timing of its release.
Issued without any prior engagement with the
buying groups, without acknowledging their role,
and following an unanswered request for
clarification, the JAA statement invites questions
about whether the association was arrogating
acclaim - by attempting to position itself at
the centre of an outcome it did not help deliver.
Response from buying groups
Jeweller contacted representatives from the
three buying groups seeking a response to the
JAA’s statement.
Each expressed surprise at the media release.
The buying groups confirmed that, to their
knowledge, the JAA has not been involved
in the project to date and also advised that
since the initiative became public in April 2025,
the JAA has neither contacted the groups nor
offered assistance.
However, they also indicated an intention to turn
what could be perceived as a negative into a positive.
The groups intend to contact the JAA with
suggestions on how the association could
contribute to the jewellery apprentices campaign.
The buying group representatives emphasised
that the industry initiative has never been about
‘claiming credit’, but rather about taking a lead for
the betterment of the industry.
It was noted that the JAA's acknowledgement of the
progress is ‘better late than never’ and that broader
participation — ‘the more the merrier’ — should
benefit the future of the Australian
jewellery industry.
While the JAA board no longer includes
representation from the buying groups -
whose combined membership is nearly double
that of the JAA - there was also agreement that
the JAA, as a representative body of the jewellery
trade, should be actively promoting apprenticeship
opportunities.
Members of the buying groups and other retailers
wanting to employ apprentices will most likely
benefit from industry representatives continuing to
advance the initiative in a cooperative manner.
With that said, questions remain regarding the
JAA’s handling of the matter to date, and it remains
to be seen how the organisation will respond to the
advice provided by the buying groups.
18 | February 2026

News
MMA fighter reveals journey from diamond smuggler to athlete
In an emotional interview, a professional mixed
martial artist has detailed his rise from povertystricken
beginnings as a diamond smuggler in
Zimbabwe to the highest level of the sport.
35-year-old Themba Gorimbo made his debut in
the Ultimate Fighting Championship (UFC) in 2023,
becoming the first Zimbabwean to win a UFC bout.
In a recent interview with CNN, Gorimbo provided
insight into his upbringing in Zimbabwe's Marange
fields. He lost his mother and father at a young age,
relying on relatives to survive, and explained that
economic hardship led him to the diamond trade.
"There was a big drought in Zimbabwe. That was
probably the hardest year that I can remember
where food was, you eat one meal a day. So, what
was the next available thing? The diamonds,"
he said.
"God blessed us with the diamonds. It's 40 minutes
away from my village - you can take a ride and go
and smuggle these diamonds and sell them and
make money, and at least you have food every day."
He continued: "I was in the diamond fields in
Zimbabwe, smuggling diamonds, selling diamonds,
getting beaten by police. You see, I've got dog marks
all over my whole body. I've been bitten by dogs and
almost died at the diamond fields.”
Shortly after turning 17, Gorimbo fled to South
Africa, where a mixed martial arts film inspired him
to pursue fighting, although training was expensive.
In 2010, he became an amateur MMA fighter and
turned professional three years later. Gorimbo
arrived in the United States in late 2022 with limited
funds and slept on a couch in a gym in Miami.
"I worked as a security guard, and I used my money
from there to pay for gym memberships and to try
to pay coaches to train me privately as well," he
said.
Gorimbo debuted in the UFC in February 2023,
losing to AJ Fletcher, but won his second bout
against Takashi Sato in May. To date, he has four
wins and three losses in the UFC.
Gang faces court over Aussie burglary
JEWELLERY SHOP FOR SALE
FULLY EQUIPPED, READY TO TRADE
After a staggering multi-million dollar luxury goods theft in Australia in
October, investigators have arrested and charged four French individuals in
relation to the crime.
According to police, the burglary targeted a Canberra property, with the
suspects allegedly stealing more than 70 items. The stolen swag included
luxury handbags, jewellery, and high-end watches, such as a Swiss-made
Richard Mille ‘Smiley’ watch valued at $AUD5 million.
Other missing items include two Hermès rings, a Van Cleef & Arpels fourleaf
clover necklace, and two Patek Philippe watches.
The men, aged 28 to 37, were arrested in Sydney at a fast food chain four
days after the incident and appeared in court in December. They are expected
to face court again this month. Detective Acting Inspector Mark Battye
described the crime as resembling a movie scene.
"I've been in the job a long time. I've never seen a burglary of this magnitude…
and with people flying over from the other side of the world," he said.
Police raided a rented property in Sydney and recovered some of the stolen
items. Investigators believe the incidents were part of a targeted operation,
with the alleged offenders travelling to Australia specifically to commit
these offences.
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Events Not to Miss
UPCOMING EVENTS
2026 Calendar
22 FEB
–
26 FEB
FEBRUARY02
01 FEB – 03 FEB
The Centurion Jewelry Show
28 FEB – 02 MAR
Delhi Jewellery & Gem Fair
Bharat Mandapam
NEW DELHI, INDIA
delhi.jewelleryfair.in
APRIL
01 APR – 04 APR
Istanbul Jewelry Show
04
THAILAND
73rd Bangkok Gems
& Jewelry Fair
The Arizona Biltmore Resort
PHOENIX, UNITED STATES
centurionjewelry.com
MARCH
03
Istanbul Expo Center
ISTANBUL, TURKEY
istanbuljewelryshow.com
Queen Sirikit National Convention Center
BANGKOK, THAILAND
bkkgems.com
02 MAR
–
06 MAR
02 FEB – 06 FEB
AGTA GemFair Tucson
Tucson Convention Center
TUCSON, UNITED STATES
agta.org
02 MAR
–
06 MAR
08 APR – 10 APR
Yamanashi Jewellery Fair
I-messe Yamanashi
KOFU, JAPAN
yamanashijewelleryfair.com
CHINA
HKTDC Hong Kong International
Diamond, Gem
& Pearl Show
AsiaWorld-Expo
HONG KONG, CHINA
hktdc.com/event/hkdgp/en
23 MAR
–
25 MAR
02 FEB – 05 FEB
Feninjer - Brazilian Gems and
Jewellery Show
Transamerica Expo Center
SAO PAULO, BRAZIL
feninjer.com.br
12 FEB – 15 FEB
Jewellery Machinery & Allied
India International Expo
Bombay Exhibition Centre
MUMBAI, INDIA
jmaiie.com
14 FEB – 16 FEB
Unique Gems & Jewellery
International Show
Auto Cluster Exhibition Centre
PUNE, INDIA
ugjis.com
HKTDC Hong Kong
International Diamond, Gem
& Pearl Show
AsiaWorld-Expo
HONG KONG, CHINA
hktdc.com/event/hkdgp/en
03 MAR – 06 MAR
Spring - Fashion Jewellery
& Accessories Fair
AsiaWorld-Expo
HONG KONG, CHINA
seasonsspring.exhibitions.jewellerynet.com
04 MAR – 08 MAR
HKTDC Hong Kong
International Jewellery Show
08 APR – 12 APR
Watch & Jewellery Middle East
Show
Expo Centre Sharjah
UNITED ARAB EMIRATES
mideastjewellery.com
19 APR
–
20 APR
Australian Jewellery Fair
Adelaide Convention Centre
ADELAIDE, AUSTRALIA
jewelleryfair.com.au/ajf
CHINA
Shanghai International
Jewellery Fair
Shanghai World Expo Exhibition &
Convention Center
SHANGHAI, CHINA
fashionjewelryexpo.com/en
19 APR
–
20 APR
15 FEB – 17 FEB
DJGF Signature
Bharat Mandapam (Pragati Maidan)
NEW DELHI, INDIA
delhi.jewelleryfair.in/signature.php
22 FEB
–
26 FEB
Hong Kong Convention &
Exhibition Centre
HONG KONG, CHINA
hktdc.com/event/hkjewellery/en
23 MAR
–
25 MAR
22 APR – 25 APR
Jewellery & Gem ASEAN
Bangkok
Queen Sirikit National Convention Center
BANGKOK, THAILAND
jewellerygemaseanbkk.com
MAY
05
07 MAY – 10 MAY
GemGenève
AUSTRALIA
Australian Jewellery Fair
Adelaide Convention Centre
ADELAIDE, AUSTRALIA
jewelleryfair.com.au/ajf
73rd Bangkok Gems
& Jewelry Fair
Queen Sirikit National Convention Center
BANGKOK, THAILAND
bkkgems.com
Shanghai International
Jewellery Fair
Shanghai World Expo Exhibition &
Convention Center
SHANGHAI, CHINA
fashionjewelryexpo.com/en
Palexpo
GENEVA, SWITZERLAND
gemgeneve.com
20 | February 2026

. .
Adelaide Convention Centre
19 & 20 April, 2026
Network with over
75 industry leading
jewellery, timepiece
& stone suppliers.
Discover the latest trends.
Unite with Industry
Associations.
Discover more at www.jewelleryfair.com.au/ajf or scan the QR code
Catering & Networking
Drinks Sponsor
The Australian Jewellery Fair is supported by
Organised by
February 2026 | 21
Est.1990

10 Years Ago
Time Machine: February 2016
A snapshot of the industry events making headlines this time 10 years ago in Jeweller.
Historic Headlines
February 2016
ON THE COVER
HENRY LONDON
Editor’s Desk
Battle of the jewellery brands
It seems obvious to me that the fight
for jewellery brands to garner support
from local retailers will inevitably
become more difficult. I also think the
next stage will see retailers drop some
of the existing European brands that
have waned in popularity in favour of
trying something different.
Retailers may well begin to ask why
they should continue with these stale
brands if they can devote space to new
brands that have momentum.
Doing so will indicate how battles
between bigger brands can also affect
sideline players – collateral damage,
if you will.
Soapbox
Stop feeding the thieves
After the smashing of two main windows
in 2014, I fitted an aluminium auto-roller
shutter to my main window.
I really did think my worries were over,
especially given the fact my store is
located in a ‘secure’ shopping centre at
least 30 metres away from the nearest
exit, which leads me to my next point –
shopping centre landlords.
They sure gain a lot of attention
regarding their often ruthless rentalpricing
structures but what about their
security measures?
Tony Peters
Exquisite Jewellers
Sales increase for Pandora, Michael Hill
Boulder opal jewellery awards revitalised
Blue Nile reports Aussie sales decline
GIA, ‘fake’ diamonds, Alibaba and another fraud
Sudden exit for Endless Jewelry founder
ACCC begins Pandora jewellery
investigation
The Australian consumer watchdog has
commenced an investigation into Pandora
Australia’s actions against high-profile US
jewellery brand Alex and Ani.
The matter started in December 2015 when
former Pandora Australia president Karin Adcock
announced she had secured the Australian and
New Zealand distribution rights to Alex and Ani.
One week later, on 14 December, Pandora
Australia and New Zealand president Brien
Winther advised the brand’s retail stockists,
“Pandora would not consider allowing you to
distribute Alex and Ani products from your store
whilst you are an authorised Pandora retailer.”
Synthetic diamond industry takes
a stand
A group of synthetic diamond companies have
formed an international association to “correctly”
represent and promote the sector and deal with
consumer misconceptions.
The US-based International Grown Diamond
Association (IGDA) was established by a group
of 11 synthetic diamond producers, distributors
and retailers, with the primary purpose of
promoting synthetic diamonds as a new option
and educating consumers on the qualities and
applications of such stones.
“IGDA was conceptualised because we, as an
emerging industry, felt the need to collectively
represent grown diamonds on a global forum,
share technical facts about growing diamonds
and the technology involved, so that there’s an
informed knowledge about the value, beauty
and eco-advantages of grown diamonds,” IGDA
founding president and IIa Technologies CEO
Vishal Mehta explained.
STILL RELEVANT 10 YEARS ON
"Another proven fact is that the majority
of people enter a store and look or turn
to the right. This means this area is prime
real estate or, as we like to call it, ‘lakefront
property’."
Jewellers turn heat up on
Valentine’s Day
With Valentine’s Day less than one week away,
many jewellers are ramping up marketing and
promoting special offers to leverage the sales
opportunities afforded by this romantic occasion.
Valentine’s Day may not be considered as
important as the Christmas or Mother’s Day
trading periods but there is no doubt it offers
another chance for retailers to market jewellery
as the ideal gift.
One jewellery company that has set out to
engage the Valentine’s Day audience is Tiffany
& Co. Its ‘Love is…’ digital campaign, which
runs across the retailer’s website and various
social media platforms, includes a gift guide,
a short video series of people describing their
interpretations of love, and a customisable ‘love
note generator’ that consumers can share on
social media.
Jewellery apprentice support scheme
Nationwide Jewellers is offering its annual
apprentice support scheme for an eighth
year as the number of educational resources
available to budding jewellers continues
to decline.
The buying group has invited members to
nominate jewellery or watchmaker apprentices
for the initiative, which grants all applicants a
choice of a $500 Australian Jewellers Supplies
tools voucher or $400 cash to be put towards fees
and expenses.
Nationwide managing director Colin Pocklington
reiterated the fact that fewer TAFE courses were
available to jewellery and watch apprentices today
than in previous years, adding that the support
scheme continued to prove beneficial.
READ ALL HEADLINES IN FULL ON
JEWELLERMAGAZINE.COM
22 | February 2026

0 3 9663 2321
INFO@ATHAN.COM.AU
WWW.ATHAN.COM.AU
602/220 COLLINS ST, MELBOURNE VIC 3000

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24 | February 2026
Passionately educating the industry, gem enthusiasts and consumers about gemstones since 1945

REVIEW
Gems
Australia: The radiant legacy of sapphires
For more than a century, Australia has been
a titan in the global sapphire market.
While the headlines of the gemstone world often
focus on the ‘cornflower blues’ of Kashmir or the
‘royal blues’ of Sri Lanka, the research published
in The Australian Gemmologist reveals a more
complex and scientifically fascinating story.
From the basaltic ridges of New South Wales to the
vast gemfields of Central Queensland, Australian
sapphires represent a unique intersection of volcanic
history and gemmological rarity.
Australian sapphires are primarily ‘basalt-related’.
Unlike metamorphic sapphires found in marble or
gneiss, Australian gemstones are ‘xenocrysts’. This
means they did not form within the basalt itself;
rather, they were created deep in the Earth’s upper
mantle and were later ‘hitchhikers’ carried to the
surface by rising alkaline basaltic magmas
during the Cenozoic era, which is after the
time of the dinosaurs.
This magmatic origin is responsible for the distinct
chemical fingerprint of Australian sapphires. These
gemstones typically have higher iron content than
their metamorphic counterparts. This iron presence
results in the ‘BGY suite’ —a spectrum of blue,
green, and yellow—that defines the Australian
output.
While it traditionally produced darker blues, this
same chemistry allows for the creation of the highly
prized ‘parti-colored’ sapphire, where two or three
distinct colours appear in a single crystal.
The most significant production areas are the
gemfields in Central Queensland, including Anakie,
Sapphire, Rubyvale and The Willows, Lava Plains
in Northern Queensland and the New England
region of New South Wales.
The Anakie field, exploited for more than 100 years,
is celebrated in the journal for producing some of the
world's finest golden yellow and large ‘black star’
sapphires. Conversely, the New England region —
specifically the areas around Inverell and Glen Innes
— was once the source of nearly 70 per cent
of the world's sapphire supply.
In The Australian Gemmologist, contributors such
as Robert Coenraads and Terry Coldham have
documented the Kings Plains deposit, arguably the
richest single accumulation of gem-quality sapphire
ever discovered.
Unfortunately, all these NSW mines have closed due
to rising mining costs and lower recovery rates.
Specific internal features characterise Australian
sapphires.
Strong colour zoning: Many gemstones exhibit
sharp, angular bands of colour, a result of the
changing chemical environment during the
crystal’s growth.
Silk and inclusions: The presence of ‘silk’
- fine rutile needles - and ‘dust-like’ clouds is a
common feature. Mineral inclusions such as zircon,
feldspar, and columbite-tantalite are often cited
as diagnostic markers of their magmatic origin.
Dichroism: Australian gemstones often show a
marked shift from blue to greenish-blue when
viewed through a dichroscope, a trait that requires
expert cutting to ensure the most attractive colour
is centred.
Australia is the source of many of the world's
finest gemstones, including opal, diamonds,
sapphire, and pearls.
Rough gemstone concentrate from Kings Plains. Photo provided by
the GAA courtesy of John Wilson.
Above: Map showing the distribution of sapphire fields in
eastern Australia. Adapted from Sutherland et al. (2016).
Historically, Australian sapphires were often
dismissed as too dark. However, recent shifts
in consumer taste have vindicated the local
treasure. The rise of ’parti-sapphires’ and ‘teal’
gemstones, which were once discarded as offcolour,
are now some of the most sought-after
varieties in modern jewellery design, thanks to
social media and changes in fashion.
While commercial mining has declined from its
20th-century peak, the Australian fields still hold
significant untapped resources. As the industry
moves toward ethical sourcing and traceability,
the Australian sapphire remains a benchmark of
durability, beauty, and scientific intrigue.
Kathryn Wyatt BSc FGAA Dip DT, is a qualified
gemmologist, diamond technologist, registered
jewellery valuer, educator and member of the
Australian Antique & Art Dealers Association.
For more information on antique and vintage
jewellery courses, visit www.gem.org.au
February 2026 | 25

BRIDAL & ENGAGEMENT JEWELLERY
Love Language
Graff
Another new year brings fresh opportunities for
jewellery store owners. SAMUEL ORD reviews the key
trends in engagement jewellery.
26 | February 2026

LOVE LANGUAGE | Engagement Jewellery
ELLENDALE DIAMONDS
STULLER
The calendar has flipped, and
another wave of future brides
and grooms are diving headfirst
into the digital world searching for
engagement ring inspiration. Will your
jewellery store offer what they need?
From social media to search engines, today’s
engagement journey often begins long before
a customer ever steps into a store. For jewellery
retailers, this reality is an opportunity and a
challenge.
Consumers are arriving more informed and
more opinionated than ever before, yet they
are still seeking reassurance and expertise
before making one of the most significant
purchases of their lives.
The jewellery industry has long been grounded
in tradition. Engagement rings are steeped in
symbolism and heritage. With that said, what
continues to set this industry apart is its ability
to evolve and adapt without losing footing.
Trends may shift, aesthetics may change, and
consumer values inevitably evolve; however, the
core promise of quality craftsmanship, emotional
resonance, and irreplaceable timelessness
remains a constant in jewellery stores.
Indeed, that promise is what keeps consumers
returning, wave after wave.
Jewellery store owners understand this balance
intuitively. Undoubtedly, you have navigated
decades of changing tastes, from diamond
cuts, colour gemstone choices, and precious
metal preferences to evolving attitudes around
individuality, pricing, and design.
As we head into another new year, engagement
trends are once again reshaping this landscape
– sometimes subtly, sometimes decisively.
The key for retailers is not to chase every
passing idea, but to recognise which shifts
represent genuine change and which are
another fleeting flash in the pan.
For jewellery retailers, this
reality is an opportunity
and a challenge.
Understanding what today’s committed
couples are researching, prioritising, and
responding to online allows store owners
to make confident decisions about stock,
storytelling, and in-store experiences.
From evolving design preferences to shifting
purchasing motivations, the following is
designed to help you anticipate demand,
refine your stock, and continue positioning your
store as the trusted expert in an increasingly
crowded, digitally-driven marketplace.
For more than two decades, ‘individuality’ has
been preached as an engagement ring trend,
often framed around custom-made pieces.
With that said, it is clear that for today’s
consumers, individuality is no longer a
stylistic preference; it is an expectation.
Engaged couples are not simply looking for
something different; they are looking for
something that feels right for them.
For jewellery store owners, this shift requires
a mindset change rather than a merchandising
one. In a recent interview, Olivia Cummings,
founder of Melbourne-based Cleopatra’s Bling,
told Vogue that identity would remain a core
theme in the jewellery market this year.
“The overarching theme will be intentional
individuality,” Cummings explains.
“We’ve moved through the eras of minimalism
and maximalism, and now it’s about meaning,
pieces that feel like heirlooms of the self.
“Clients are gravitating towards rings
that combine old-world techniques with
contemporary silhouettes, and there’s a
return to slow craft and human touch,
which I think speaks to a deeper cultural
craving for connection.
“People are drawn to that sense of lineage
and craftsmanship, to the idea that their ring
could have existed a century ago or a century
from now.”
This sentiment was echoed by London-based
jeweller Jessica McCormack, a renowned
designer who has a high-profile customer
base that includes Zoë Kravitz, Zendaya and
Dakota Johnson.
February 2026 | 27

Engagement Jewellery | LOVE LANGUAGE
“Where an engagement ring is concerned,
it’s about wearability, character, and longevity,
rather than following a trend,” McCormack tells
WhoWhatWear.
“I think couples are looking for something that
feels personal and timeless.
“Finding a design that you’ll want to wear every
day comes first, so I always recommend really
loving the stone. Couples need to consider the
comfortability of the ring; how it sits and looks
on their finger, if it moves around and whether
that is something that works for them and
fits into their daily lives.”
It’s important to note that individuality
cannot be addressed by stocking a
single product category or by chasing a
particular design aesthetic.
Of course, there is no universal ‘individual’
ring style. Instead, this trend manifests in
countless ways: classic solitaires chosen for
their timeless appeal, reimagined with subtle
personal touch.
That might mean vintage-inspired designs
selected for their sense of history; or
contemporary pieces that reflect a couple’s
modern values.
The common thread is not the ring itself,
but the consumer’s desire to feel seen,
understood, and supported in their decision.
This places the responsibility on retailers to
ensure their business approach is flexible,
consultative, and inclusive.
MILEY CYRUS
ZENDAYA
Store owners who succeed in this environment
position themselves as guides rather than
gatekeepers. It’s about listening carefully,
asking the right questions, and adapting their
recommendations to suit each customer’s story,
budget, and priorities.
Indeed, training staff to confidently navigate
diverse tastes and expectations is just as critical
as the product offering itself.
Of course, there is no
universal ‘individual’
ring style.
Ultimately, being the ‘right’ store for consumers
searching for individuality does not mean being
everything to everyone in terms of stock. It
means creating an environment where every
customer feels their choice, whether traditional
or unconventional, is celebrated.
In the coming year, retailers who embrace
individuality as a service philosophy rather
than a fleeting trend will be best placed to
build trust, drive engagement ring sales,
and foster long-term customer relationships.
Winding back the clock
Antique and vintage-inspired jewellery
continue to gain momentum, driven by
consumers seeking character, romance,
and a sense of history in their engagement
AUSTRALIAN DIAMOND TRADING CORPORATION
rings. Much of this interest is fuelled by online
imagery, heirloom storytelling, and a broader
appreciation for design eras that prioritise
individuality over uniformity.
“Modern diamond cutting reaches new
heights every year. Today’s cutters can achieve
mathematical precision that maximises sparkle
in remarkable ways,” writes Grant Mobley for
the Natural Diamond Council.
“But with that precision comes a uniformity
that many consumers no longer want. If every
modern brilliant of the same cut and carat
weight looks nearly identical, where does
individuality live?
“Antique-inspired cuts answer that question.
These stones carry character, charm, and
an unmistakable sense of history. Antique
diamonds were cut initially to glow in
candlelight, not under modern LEDs, and their
broader facets create a softer, more romantic
light performance.”
Mobley highlighted an example of an antiqueinspired
cushion-cut diamond purchased by
actor Tom Holland for actress and bride-to-be
Zendaya, which sparked worldwide interest.
Zendaya’s east-west emerald-cut diamond
ring captured the imagination of consumers,
and Mobley suggests that many now gravitate
toward diamonds that feel ‘soulful’ rather than
appear perfect.
“True antique diamonds remain scarce because
many cutters recut them over the last century to
satisfy modern styles,” he continues.
“That scarcity made demand spike. Now, some
cutters intentionally return to past techniques
28 | February 2026

TAYLOR SWIFT
to craft diamonds with antique faceting, making it more
possible than ever to have your dream natural diamond
with that antique charm.”
Celebrity news sources erupted last year when the world’s
biggest celebrity pairing, Taylor Swift and Travis Kelce, became
engaged. Swift and Kelce have been dating since 2023 and
recently announced their engagement on social media.
Swift’s ring features an elongated cushion-cut diamond set
in 18-carat yellow gold. This old mine cut, square with a tall
crown, small table, and open culet, reflects craftsmanship
predating the standardisation of the round brilliant.
Store owners who succeed
in this environment are
guides not gatekeepers.
In a recent interview, diamond industry analyst Paul Zimnisky
discussed the so-called ‘Swift Effect’ on the broader trade.
“Not just Taylor Swift, but also Zendaya and Miley Cyrus, have
garnered significant publicity over the last year with diamond
rings fit for a fantasy,” says Zimnisky.
“All three feature large stones, but all are unique in style:
Swift’s antique-cut diamond, Zendaya’s east-west setting
and Cyrus’s bezel.”
He continues: “Diamonds are all about emotion, romance
and selling a dream, and the industry thrives on PR like this.”
For jewellery retailers, these rings offer an opportunity to
connect emotionally with customers who value timeless
design with a personal, storied feel. It’s a chance to maintain
February 2026 | 29

Engagement Jewellery | LOVE LANGUAGE
PINK KIMBERLEY
AUSTRALIAN CHOCOLATE DIAMOND
the enduring appeal of diamond engagement
rings with a fresh coat of paint.
More meat on the bone
Thicker engagement ring bands are emerging
as a natural response to evolving consumer
preferences for presence, longevity, and
visual balance.
Influenced by vintage design, fashion-led
jewellery trends, and social media imagery,
wider bands offer a sense of substance that
resonates with couples seeking rings that feel
significant and enduring.
“Chunky gold rings lead the charge in
engagement ring trends for 2026. Gold prices sit
at record highs, and consumers recognise that
nothing feels more luxurious than a substantial
amount of gold paired with a natural diamond,”
writes Mobley.
“Designers embrace the opportunity to
sculpt gold in bold ways, which gives these
rings a presence that feels both modern and
timeless. This style also offers an underrated
advantage: durability. Engagement rings live
through decades of daily wear, and these
heavier, more substantial settings hold up
beautifully over time.
Mobley points to Miley Cyrus as an example,
suggesting that her choice reflects what is
being seen across the industry.
The singer is sporting a cushion-cut diamond on
a thick, 14-carat yellow gold band, made custom
by designer Jacquie Aiche. The ring has been
described as bridging old-world charm with
contemporary, refined details.
“These rings stand out simply because of their
scale. They showcase the central stone with
confidence and give couples a design moment
that feels fresh,” Mobley continues.
“Sculptural gold rings create engagement
rings with long-lasting visual weight, heirloom
This shift is not necessarily
about boldness, but about
proportion.
potential, and unmistakable personality.”
Cummings echoed this sentiment,
suggesting that rings with more weight
are increasingly appealing among today’s
consumers.
“Thicker bands are definitely coming
through, rings that feel substantial and
almost architectural,” confirms Cummings.
“Bands with intricate textures or pavé-set
stones are also becoming more sought after.
“There’s a move away from dainty
minimalism towards something that feels
both strong and sentimental, rings that have a
presence and reflect personal style more.”
This shift is not necessarily about boldness,
but about proportion. It’s an opportunity
to pair larger centre stones with bands
that feel intentionally designed rather than
delicate or understated.
For jewellery store owners, thicker bands
also open conversations around durability,
comfort, and long-term wear, reinforcing
the value of thoughtful design choices that
align with both aesthetic preference and
practical considerations.
Something for the boys?
Men’s engagement rings are gaining
increased visibility as evolving relationship
BECKS
30 | February 2026

LOVE LANGUAGE | Engagement Jewellery
SAPPHIRE DREAMS
WORLD SHINER
norms reshape the engagement narrative.
What was once considered niche is
becoming a more mainstream consideration,
particularly among younger couples who view
engagement as a shared milestone rather
than a one-sided tradition.
This position was evident in a survey of more
than 1,000 consumers conducted in the UK by
online jewellery retailer 77 Diamonds last year.
Nearly 40 per cent of respondents suggested
that they would wear an engagement ring.
According to co-founder Tobias Kormind,
those who responded negatively said it was
unnecessary or that they would not want to
wear jewellery every day.
“The growing interest in male engagement
rings reflects a meaningful shift in how
modern couples express love and
commitment,”says Kormind.
“For many men, choosing to wear an
engagement ring is about more than tradition;
it’s a shared symbol of intention, equality, and
emotional connection.”
Design preferences range from understated
bands to diamond-accented or custom
pieces, often reflecting personal style rather
than convention.
“I love that more men are wearing
engagement rings,” reveals Cummings.
“It feels like such a positive shift towards
equality and shared celebration.
“My husband wears an Asscher-cut cognac
diamond from Western Australia, and I love
that it mirrors the symbolism of mine.
“It’s a beautiful reminder that jewellery is not
just about adornment, it’s about marking shared
meaning.”
For jewellery retailers, this trend represents
an opportunity to expand engagement
conversations beyond a single product category.
By confidently introducing men’s engagement
options and normalising the discussion in-store,
retailers can position themselves as inclusive
and attuned to the changing expectations of
modern couples.
Conclusion
The enduring symbolism
of the engagement ring
remains in tact.
As these emerging engagement trends
illustrate, the year ahead is less about
radical reinvention and more about
thoughtful evolution.
From antique-inspired diamond cuts and
thicker bands to the increasing acceptance of
men’s engagement rings, today’s consumers
are reinterpreting tradition rather than
abandoning it.
The enduring symbolism of the engagement
ring remains intact. How that symbolism is
expressed is becoming increasingly personal.
For jewellery store owners, this reinforces
a familiar truth. Success lies in balancing
heritage with adaptability. Stock selection will
always matter, but the greater differentiator
is approach.
Individualisation is no longer a trend to
accommodate; it is the lens through which every
engagement purchase is made. Couples expect
to be guided, not directed, and to feel confident
that their choice reflects both timeless value and
personal meaning.
Retailers who continue to honour tradition while
remaining open, flexible, and responsive to
evolving expectations will be best positioned to
capture the next wave of engaged couples.
In doing so, they not only meet changing
consumer demand but reaffirm their role
as trusted custodians of one of life’s most
significant milestones.
Engagement
Jewellery
on Jeweller
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ADVERTISING FEATURE
Ring Buying Guide
ACD PEAR RING
BOLTON GEMS
boltongems.com.au
Crafted in 18-carat yellow gold, this elegant
ring showcases a striking 2.21-carat pear-cut
C5 SI2 Australian Chocolate Diamond. The
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Bold yet refined, this design is a captivating
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ACD RING
BOLTON GEMS
boltongems.com.au
Crafted in 18-carat yellow gold, this striking
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BUYERS CATALOGUE
Rings of
DistinctioN
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AUSTRALIAN DIAMOND
TRADING CORPORATION
adtc.com.au
Elegant ADTC ring featuring a stunning
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COEUR DE LION
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32 | February 2026

DIAMOND RINGS WITH SPECTRUM®
BECKS
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ELLENDALE DIAMONDS
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A striking 18-carat white and rose
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Become a stockist today 02 9290 2199
February 2026 | 33

RINGS OF DISTINCTION | BUYING GUIDE
ELLENDALE DIAMONDS
ellendalediamonds.com.au
A contemporary 18-carat white and
rose gold ring featuring an oval opal
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band adorned with white diamonds
and pink diamonds from the Argyle
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An 18-carat yellow gold statement
ring set with a striking freeform
opal, encircled by a halo of yellow
diamonds, from Ellendale Diamonds.
The bold silhouette highlights the
opal’s vivid flashes of blue and violet,
while the diamond surround adds
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This ring is designed for those who
appreciate jewellery with presence
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INVERELL SAPPHIRE RING
BOLTON GEMS
boltongems.com.au
Crafted in 18-carat yellow and white gold, this
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KIMBERLEY GRAND
MAGNOLIA RING
PINK KIMBERLEY - SAMS GROUP
pinkkimberley.com.au
The Grand Magnolia Ring is a celebration
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NOMINATION ITALY
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nomination.au
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QUDO
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QUDO Germany offers the exciting
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Select, twist, stack, swap.
34 | February 2026

BUYING GUIDE | RINGS OF DISTINCTION
SIXFOLD COLLECTION
WORLD SHINER
worldshiner.com
The Sixfold Collection celebrates modern design
through clean lines and precise geometry. Defined by
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diamond framed by a radiant halo of round diamonds.
Its structured silhouette enhances light and presence.
TERRA COLLECTION
WORLD SHINER
worldshiner.com
Inspired by the beauty of natural textures, the
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Sculpted patterns catch the light from every
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THE BRILLIANCE OF
AUSTRALIAN OPALS
BECKS
becksgroup.au
Showcasing a mesmerising 23mm
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a delicate double halo of Argyle
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THE ELYSIA PEAR
SAPPHIRE DREAMS - SAMS GROUP
sapphiredreams.com.au
The Elysia Pear Ring showcases a teal Australian
sapphire, cut into a pear shape, and set in 18-carat
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as a distinctive engagement ring or worn every day
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UNODE50
TIMESUPPLY
unode50.com.au
Iconic, cutting edge jewellery
and accessories by UNODE50,
handmade in Madrid, Spain. A bold
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The bold Ser Camaleonica ring
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WILD DAISY RING
BOLTON GEMS
boltongems.com.au
Inspired by nature, the Wild Daisy
Ring in 9-carat yellow, white and
rose gold features a warm 0.30-carat
Australian Chocolate Diamond at its
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Surrounding petals of white round brilliantcut
diamonds, set in white gold, add
beautiful sparkle and contrast. The design
is finished with yellow gold rails, creating a
timeless celebration of Australian beauty.
February 2026 | 35

GLORIOUS GOLD
Shattered Ceilings
STULLER
ATHAN WHOLESALE JEWELLERS
DAVID YURMAN
From the dawn of civilisation to “There’s also research that humans have Meanwhile, researchers suggest gold demand
over time evolved to sort of get attracted
hit an all-time high last year as global instability
modern jewellery stores, gold has
occupied a unique place in human
towards jewels and gold, which just because and trade tensions fuelled investment, even as
it gives them that assurance, it’s an asset, record prices kept many jewellery buyers away
culture. It has always been prized not it’s a resource.
from the counter.
only for its beauty or economic utility,
“And just with water, food, these assets have Global gold demand rose by one per cent in
but also for what it symbolises –
over time evolved to hold meaning for us.” 2025 to 5,002 metric tons, the highest level on
power and prosperity.
record, according to the World Gold Council.
For jewellery retailers, understanding this
John Reade, senior market strategist, said the
emotional resonance is important. Gold is not
coming year was shaping up to be volatile.
just a commodity; it is a narrative, a connection
to heritage, and a perceived guarantee of value.
Indeed, few materials have inspired such
devotion and obsession. With gold as the focal
point, wars have been waged, oceans have
been navigated, and the depths of the earth
have been explored.
In Poland, the tale of a king who imprisoned a
young alchemist for years, convinced he could
manufacture gold, is but one example of the
frenzied passion that surrounds the substance.
That experiment was a failure; however,
the impulse behind it is telling. For millennia,
humanity has chased gold, worn it, worshipped
it, and built economies around its allure.
With that said, where does this fixation
originate? Professor Nitika Garg, a researcher
in consumer behaviour at UNSW in Sydney,
points to a powerful intersection of culture,
psychology, and evolution.
“It’s cultural and traditional, how we have
attached value to gold, not in just in terms of
the actual value of the asset, but in terms of
emotional value where it’s considered from
everything from good luck to a symbolism
of wishing the best to your close family and
friends on occasion,” she told SBS News
in a recent interview.
Over the past 12 months, gold prices have
surged to record highs, at times breaking
above $USD5,000 per ounce. Theories as to
why gold has rocketed to dizzying heights
are everywhere – global and geopolitical
uncertainty is the most common explanation;
however, what really matters is the
consequences for the jewellery trade.
The impact of rising material costs has been
immediate, and ongoing concerns around
cost-of-living pressures and the impact of
adverse economic factors on discretionary
spending are notable.
Nigel Green, chief executive of UK-based
global financial advisory firm de Vere Group,
believes that the climb is far from over.
“Gold benefits when political signals create
uncertainty about growth, inflation, and
international cooperation,” he told CBS News.
“The $USD5,000 milestone marks a beginning
rather than an endpoint. We believe $USD6,000
is not unrealistic by the end of the year.”
“The biggest question this year will be whether
investment demand is going to be strong
enough to maintain the strength of the gold
market,” he said.
The World Gold Council expects record-high
prices to continue weighing on jewellery
demand this year. Gold jewellery demand
declined 18 per cent in 2025, with buying in
China declining by 24 per cent, reaching its
lowest level since 2009.
In Australia, the surge has triggered a different
consumer response. Around October, reports
emerged of long queues forming as people
sought to sell old gold jewellery. Across the
country, a ‘cash-in’ phenomenon appeared to
have taken hold, with households reassessing
forgotten items tucked away in drawers and
jewellery boxes.
Retail jewellers reported increased foot traffic
from people selling unwanted or broken pieces,
including chains, bracelets, and even watches,
to capitalise on the high price of gold. Some
consumers reported being surprised by what
once-neglected items now fetch.
36 | February 2026

SHATTERED CEILINGS | Gold Jewellery
FOPE
TIFFANY AND CO.
This reflects the strength of the gold market
and shifting household financial priorities.
The Perth Mint reported ‘unprecedented’
demand from both buyers and sellers eager to
take advantage of record prices.
To cope, the Mint expanded its bullion service
area by adding four temporary counters in its
luxury jewellery store and hiring additional
staff to manage the surge in applications.
Visitor numbers reportedly climbed sharply,
rising from an average of 5,000 per week
to more than 9,000 in that reporting period.
While high prices have historically dampened
retail demand, general manager Tina Kircher
suggested this cycle is defying expectations.
“Traditionally, as gold prices climb, we see
retail investors hesitate to buy. But this time,
customers are undeterred,” Mrs Kircher said.
For jewellery retailers, elevated prices may
reshape purchasing behaviour. Customers may
gravitate toward lighter carats, smaller designs,
and, in some cases, delay purchases altogether.
Others may be enamoured of gold after
witnessing the precious metal generate wave
after wave of headlines, or alternatively, turn
towards more budget-friendly metals.
Behind the scenes, rising stock costs and
cash-flow pressures are intensifying.
Strategic pricing, inventory management,
and product mix are of increasing concern,
rather than secondary considerations.
A recent special report examining the impact of
rising gold prices offered further insight from
across the Australian jewellery industry.
A Sydney Morning Herald
analysis spoke with
several retailers from across the country on the
impact of sky-high gold prices on the trade.
Jenny Chiu of Jenny Chiu Weddings pointed
to the way rising prices complicate family
traditions for Asian consumers, where gold
plays a culturally significant role.
Nadia Neuman, creative director of Sydneybased
Mondial by Neuman, described the
issue as complex, while noting that gold
remains highly desirable for heirloom pieces.
Melbourne jeweller Cushla Whiting said the
impact has been particularly acute in fine
jewellery and engagement rings.
“It’s affecting everything for us. In the first
couple of years, we didn’t increase our prices
at all, but now it’s got to the point where
if we were to replace something in stock,
we’re actually losing money,” she said.
“A lot of our heavier custom pieces we’re
offering in silver. To make them in gold now
would just be unobtainable for most.”
She added: “It’s ironic that all these chunky
gold pieces have come back into fashion
because it’s so expensive.”
Fellow Melbourne jeweller Seb Brown echoed
the shift, noting growing interest in silver as a
practical alternative.
“I always prefer to use gold as it is such a
beautiful material to work with and to wear,
and the finishes you can achieve are so vast,”
he explained.
“The gold price has gone up around 40 per cent
in the past few years, so has the price of almost
everything, so it’s a tricky time for businesses
in general.”
“The price of the raw material can fluctuate
between the order being made and the pieces
being produced, meaning the bottom line can
be affected by 5 to 15 per cent.
“Silver is a great option for that, because our
customers can stretch their budgets and design
something really unique.”
For jewellery store owners across Australia,
these market dynamics are more than abstract
figures; they shape everyday decisions about
inventory, pricing, and customer engagement.
Rising gold prices are influencing what buyers
choose, how much they spend, and which
pieces resonate with them.
Gold’s cultural significance remains
unwavering. Jewellers are forced to be
nimble and adaptable, turning challenges
into opportunities and capturing both new
customers and lasting loyalty.
Gold Jewellery
on Jeweller
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ONLINE & MORE

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38 | February 2026
S AV E TH E DATE
AUGUST 5 & 6 2026
@ Southport Sharks

REVIEWING THE DEBATE
Passion v Tension
THE GREAT DIAMOND DEBATE
The Big
Picture
In December, Jeweller published The Great Diamond
Debate III, the third instalment in a series of special issues
dedicated to examining the past, present and future of the
diamond industry.
“Indeed, while attitudes towards sexual purity and
marriage had started to change, most people still held
views that would be extremely conservative by today’s
standards. While women had entered the professional
workforce en masse, their earning power was still weak.
“The abolition of ‘breach of promise to marry’ laws meant
that a critical financial safety net had been removed for
women. Professor Brinig argued that diamond rings
became the standard as a substitute for this legal
protection.”
Returning to one of the jewellery industry’s most consequential and
In December, Jeweller published The Great Diamond Debate III, the
third instalment in a series of special issues dedicated to examining
the past, present and future of the diamond industry.
contested conversations, this edition explored the ongoing tension
between natural and lab-created diamonds, and what that divide
means for the trade moving forward.
“As lab-created diamonds increasingly gained traction in
the jewellery market, advertising frequently capitalised on
the traditional characteristics of diamonds as symbols of
love and value.
“While natural and lab-created diamonds are chemically
identical, these claims ignore the fact that this meaning is
historically derived from perceptions of scarcity and natural
beauty – two factors that cannot be rightly attributed to
lab-created diamonds. The copy had begun to alter reality.”
Drawing on a wide range of expert voices from across the global
industry, The Great Diamond Debate III captured the complexity of a
market in transition. Contributors addressed issues spanning ethics
and economics, innovation and identity, and interrogated long-held
assumptions while mapping possible futures for diamonds in an
evolving commercial and cultural landscape.
In case you missed it, revisit the debate with a curated selection
of excerpts that highlight the key insights, arguments, and
provocations that continue to shape one of the industry’s defining
discussions.
The Great
Diamond Debate
on Jeweller
SCAN TO READ
ONLINE & MORE
“I believe only the right buyer, one who understands the
diamond business in all its complexity, has a chance to
make such an acquisition work. A market recovery is
essential for future profitability, and De Beers remains the
best-equipped vehicle to achieve it.
“So, despite the clamour in some quarters for greater
resource nationalisation, ‘caveat emptor’ would seem
prudent advice right now.”
» Continued over page here
February 2026 | 39

REVIEWING THE DEBATE | PASSION V TENSION
“One of the most common debates in the diamond market
is whether or not lab-created diamonds are reaching their
resting point in the lower-cost and lower-emotion sphere.
“While previously lab-created diamonds stole market share
from natural diamond engagement rings, the situation with
one particularly prominent US retailer, Signet Jewelers,
appears to indicate that lab-created diamonds are very
much… in fashion.”
“New ideas and products often face resistance from various
sources, and their acceptance or rejection is shaped by
a complex interplay of factors, including social attitudes,
economic implications and effectiveness of communication
and education about their benefits and risks.
“There are many other examples of revolutionary products
that did not start out well. Bicycles, automobiles, and
aeroplanes were each dismissed as impractical or
dangerous fads. Surely, nothing could improve on the horse!”
“It’s important that consumers can relatively easily identify
the authenticity of a diamond on their own. Despite the
moderate success of proprietary diamond brands in recent
decades, the general marketing and branding of diamonds
as a category remains imperative to the product’s
relevance.
“At the end of the day, diamonds are still competing with
other colour gemstones – and these days, especially with
lab-created diamonds.”
“This has spurred myths, false claims, and over
simplifications about what they are and what they mean for
the diamond industry.
“Natural and laboratory-created diamonds are two different
product categories. Both have a place in the market. To
ensure the long-term growth of both markets, the industry
must avoid comparing them on value, meaning, or impact.
“As they are not identical products, they are driven by
different economic factors and offer very different value
propositions to consumers.”
“Lab-created diamonds were always going to be here to
stay. The natural diamond industry has consistently done
a better job of harming itself than any of its supposed
competitors.
“I’ve also been consistent in my belief that you should
never bash the competition, and that telling consumers
they are foolish for choosing one product over another is a
losing strategy.”
“In short, the traditional ‘big box jewellery retailer with
rows of glass cases’ model is under structural siege.
“Lease liabilities, heavy inventory, and transactional selling
floors are millstones in a world where younger shoppers
buy online first.
“Indeed, these young consumers are visiting stores for
inspiration, expertise, and those ‘Instagram-worthy’
moments, and not to browse endless trays of the same
merchandise.”
40 | February 2026

PASSION V TENSION | REVIEWING THE DEBATE
“To date, lower lab-created diamond prices have provided
retail jewellers with new opportunities, particularly in
affordable, fashion-forward jewellery, which can now be
bigger, bolder, and offer inventive design at very appealing
prices for customers.
“However, even more exciting are the opportunities in the
high-tech field, where current production costs make
lab-created diamonds for technical applications an
economic reality.
“Already, we have seen a number of growers shift focus
to that new market with an eye towards industrial
applications, including quantum computing.”
”The skills of the trained gemmologist are more essential
than ever, and we continue to develop and deliver the
fundamental competencies and knowledge that add
credibility and confidence to the decisions made by valuers,
jewellers, traders and purchasers.
“The steady flow of new gemstone materials into the
jewellery trade from both natural and man-made sources
has consistently been directed at broadening supply
options for potential purchasers of high-value, high-status
gemstones, in greater quantity and at lower prices.”
“It was also said that jewellers would start to notice that
they sell jewellery products, not raw materials. Diamonds,
like gold and steel, are materials, not products.
“Jewellery is something different - just as flour, butter, and
eggs are not patisserie.
“Indeed, the jewellery business will remain alive and well
for the foreseeable future, using quality components,
including lab-created diamonds.”
“Emphasising the relative rarity of the natural product
is legitimate, and challenging misleading claims about
the environmental or ethical advantages of lab-created
diamonds is both justified and necessary.
“However, this can also be read as a deflection from its own
shortcomings, in particular the persistent intransparency
of the natural diamond supply chain, and the industry’s
inability or unwillingness to disclose precise provenance.”
“In Botswana, diamonds transformed one of the poorest
countries in Africa into one of its most stable. In Angola
and Sierra Leone, diamonds drive new chapters of
rebuilding and growth, supported by frameworks such as
the Kimberley Process and the World Diamond Council’s
System of Warranties.
“These are not slogans; they are schools, hospitals,
roads, and jobs. This is not theory, it is reality. And more
importantly, it is a story that needs to be told, Africa’s
success written in its own words.”
”It was a business plan that made economic sense, in both
the short and medium terms.
“Like most mass-manufactured products, as production
of synthetics ramped up to scale, the cost per item
of producing them fell dramatically, and eventually
exponentially.
“But, because at that time they were being sold in the
same way as natural diamonds, as long as the discount
being provided for them on standard price-list prices fell
at a slower rate than the cost of production, profit margins
rose accordingly.”
February 2026 | 41

BUSINESS
Strategy
Proven tactics for improving the
performance of modern sales staff
Do you feel like the traditional approach to sales training is falling flat with your employees?
RYAN ESTIS encourages you to embrace a modern new approach.
Are you ready to hear a hard truth?
Most sales training fails. Every decisionmaker
in a business, jewellery retail or
otherwise, has experienced this failure
at some point.
Aiming to improve sales, you might bring
everyone together for a workshop or hand
out new ‘playbooks’ filled with helpful
advice. For a moment, there might be
energy among the staff; however, then
Monday comes, and nothing changes.
Companies spend billions of dollars each
year trying to improve sales performance,
yet too often the training becomes an event
to endure instead of an experience that
transforms. Why? Because it doesn’t stick!
It’s not relevant to what salespeople face in
the field. It is meant to be a mere checked
box, and without managers reinforcing the
learning, it quickly fades.
That type of sales training was designed
for another era. Today’s modern sales
environment demands more. It demands
personalisation, practice, coaching, and
accountability. It demands learning that
mirrors the real world, not just another
slide in a forgettable presentation.
World-class sales training is about building
a culture where improvement is continuous,
development is expected, and performance
is connected to purpose. It should build
confidence, resilience, and customer focus
because that’s ultimately how to improve
sales staff performance in a way that lasts.
Business owners want to equip their
staff for success, and employees want
to improve; however, the way training is
typically delivered doesn’t create the kind
of lasting change that drives performance.
Consider the following examples:
One-and-done training: Sales training
is often limited to onboarding, virtual
self-paced learning, or the sales
meeting; however, skills fade fast without
reinforcement.
Just as athletes wouldn’t expect to compete
after practicing once, sales professionals
can’t achieve mastery after a single
workshop.
Training that isn’t continuous quickly
becomes forgotten ‘content’ instead of
lived and adopted behaviour.
Zero real-world application: Salespeople
disengage when training are disconnected
from the actual challenges they face with
customers. Abstract slides and generic
scripts don’t prepare staff for tough
objections.
Manypeople can recall sitting in a sales
training session where the content sounded
good in theory; however, it didn’t help them
in their next face-to-face conversation with
a customer.
They may have introduced a new watch or
piece of jewellery to a customer, faced real
pushback, and realised the training hadn’t
equipped them for that moment.
That’s when training becomes ‘noise’
instead of a tool for improved sales.
Leaders don’t reinforce the learning:
Managers are the ‘force multipliers’ of
training in every sales organisation.
When leaders don’t model the behaviours,
provide sales coaching, or celebrate
progress aligned with the new strategies,
training fades quickly.
When leaders
don’t model
the behaviours,
provide sales
coaching, or
celebrate progress
aligned
with the new
strategies,
training fades
quickly.
Managers need the right sales leadership
skills to act as coaches, model new
behaviours, and reinforce learning until
it becomes second nature.
Every salesperson has experienced this
disconnect. A business introduces a
new strategy or tool, but the manager
never references it again. Without that
reinforcement, people default to old habits.
On the other hand, when leaders make
the new language and behaviours part of
everyday conversations, training becomes
part of the culture.
Seven ways to improve sales training
If traditional sales training falls short, what
is the alternative? I endorse an approach
involving training experiences that meet
people where they are, focus on real-world
challenges, and prioritise individual and
organisational improvement.
Personalised learning: Not every
employee learns the same way or needs
the same skills. Modern training works
best when it’s tailored to individual
strengths, skill gaps, and career stages.
Personalised coaching accelerates
improvement and keeps staff engaged.
Every sales staff has the veteran who
needs advanced negotiation skills and the
new hire who’s still learning the basics of
active listening. When both get the same
generic training, someone tunes out!
Continuous training: World-class sales
staff don’t view training as an event.
They treat it as a rhythm, with regular
refreshers, coaching, and feedback loops
that build muscle memory over time.
Think of training like going to the gym.
42 | February 2026

One workout won’t get you fit! Progress
comes from showing up consistently.
Emphasise real-world application:
Training should mirror the challenges
employees face in the store, such as
customer objections, competitive pressure,
and tough negotiations. Role-plays, call
reviews, and scenario-based learning
make skills stick.
Blend learning formats: Today’s
employees don’t want to sit in a
conference room for two straight days.
They expect a mix of learning that fits into
the flow of work.
Blended approaches, such as live
workshops, digital modules, mobile
microlearning, and even VR simulations,
can meet employees where they are and
engage different learning styles.
Coaching and feedback as culture:
Managers should act as coaches first.
When they model behaviours, reinforce
lessons, and provide timely feedback,
training becomes part of everyday sales
practice.
Top performers often credit a leader who
went beyond the training for their success.
Someone who showed up, put in the time,
and helped them improve.
Measure what matters: Attendance and
participation don’t matter if the training
doesn’t deliver business outcomes.
If you only measure who showed up to
training, you miss the point: Did it change
how they sell?
Connect training to customer value:
Training shouldn’t just teach staff how to
make better sales calls or to close deals.
It should help them think like trusted
advisers, build resilience, and create
meaningful value for customers.
Sales training ideas for business impact
Once the foundation is in place, the next
step is designing experiences that bring
training to life. The best programs combine
engagement with practical application.
Sales training games: Gamification brings
energy and competition into learning.
Leaderboards, quizzes, and challenges
can motivate staff to engage and absorb
product knowledge faster.
When training feels like play, people lean in.
The downside is that it can get superficial
fast. If the games aren’t connected to real
selling skills, the learning won’t stick. The
key is to design gamified experiences that
reinforce the right behaviours and drive real
performance outcomes.
Role-playing and scenario learning:
Role-play remains one of the most
effective ways to prepare staff for
the realities of selling.
Practising objections, negotiations,
and discovery conversations builds
confidence and creates muscle memory.
It’s a safe space to fail and learn before
facing customers.
The challenge is that poorly run role-plays
can feel awkward or artificial. Without
clear facilitation and constructive feedback,
employees may disengage. To work, roleplay
must reflect real scenarios and provide
coaching that elevates performance.
Peer learning: Group challenges leverage
the collective wisdom of every staff
member. Employees often learn best from
one another, and these activities create
collaboration and accountability.
The limitation with this strategy is
consistency. Peer-led learning can vary in
quality depending on the group dynamic.
Leaders need to provide structure and
guardrails to ensure the exercise is
productive and tied to the organisation’s
sales process.
Microlearning: Microlearning delivers
content in short bursts and can involve
mobile videos, infographics, or quick
quizzes that fit into a typical day. The
advantage of this approach is accessibility.
Instead of pulling people out of the store
for hours, learning happens in the flow of
work.
The downside with this strategy is depth.
Microlearning is great for reinforcing
concepts or providing refreshers, but it
can’t replace immersive training for more
complex skills. It works best as part of a
blended learning strategy.
SECRETS TO
SUCCESSFUL
SALES
TRAINING
Personalised
learning
Modern training
works best when
it’s tailored
to individual
strengths, skill
gaps, and career
stages.
Continuous
training
World-class
sales staff view
training as a
rhythm, with
regular refreshers,
coaching, and
feedback loops
that build muscle
memory over
time.
Real-world
application
Training should
mirror the
challenges
employees face
in the store, such
as customer
objections,
competitive
pressure,
and tough
negotiations.
Coaching and
feedback
Managers should
model behaviours,
reinforce lessons,
and provide
timely feedback.
Reinforce a culture of improvement
The best sales training in the world will stall
without leadership. Curriculum and content
provide structure; however, it’s leaders who
make learning come alive. That’s how to
motivate your sales staff — through daily
actions that reinforce culture, growth,
and accountability.
Salespeople need to know why training
matters. Leaders create alignment by
connecting development to broader
business goals and customer outcomes.
When training is positioned as critical to
improvement rather than an interruption to
the work, employees engage differently.
Too often, training is framed as something
we “have to do.” Great leaders flip that
narrative. They show how mastering skills
can drive increased sales or how improving
negotiation can protect margins in a tighter
economy. When training is linked to realworld
outcomes, it earns credibility.
What leaders do will carry more weight than
what they say. If managers leave training
behind in the classroom, employees will too.
When leaders adopt the same frameworks
and language in their daily work, they send a
clear message: this isn’t optional.
Research consistently shows that without
reinforcement, most skills fade within
weeks. But when managers provide ongoing
coaching, those same skills compound.
It doesn’t always require formal sessions.
Sometimes the most powerful learning
happens in the moment, with a manager
pausing to role-play a tricky objection, or
debriefing a lost sale to uncover what could
have been done differently.
Finally, recognition is one of the simplest
and most overlooked ways to reinforce
improvement. Celebrating when employees
apply new skills keeps momentum alive
and shows the staff that learning translates
into results.
RYAN ESTIS is keynote speaker and
management consultant with more
than 20 years’ experience as a sales
professional and leader.
Visit: ryanestis.com
February 2026 | 43

BUSINESS
Selling
The art of dealing with time wasters
Time is money in any business. DALE FURTWENGLER offers advice on
dealing with people who are determined to waste your time.
At one time or another, all jewellery
business owners will encounter
‘time wasters’.
Whether in a personal or professional
setting, everyone has people in their lives
who seem to want help with whatever
challenges they face, yet never act
on the advice given.
I recently found myself among a group of
people who each expressed a desire to
improve their respective businesses.
They were consistently given advice that
would have helped them deal with the
challenge they faced, not just from me but
also from other members of the group.
In subsequent meetings, they would
express the same challenge and receive
advice, some similar to what they had
received previously andothers offering
new approaches.
They would then bring the same
challenge to the following meeting.
In other words, they repeatedly chose
not to act on the advice they had been
given. They were wasting everyone’s
time, including their own.
This is a dynamic that jewellery store
owners will recognise when coaching
staff or advising customers who
repeatedly seek guidance.
This begs the question: What should
you do in situations like this?
Dealing with time wasters
My natural inclination is to stop
associating with time wasters.
I resist that inclination, and before
walking away, I make them aware that
they are making choices whether they
realise it or not.
I tell them that their decision not to
act on the advice they have received
is often made subconsciously, and
that subconscious choices are usually
driven by emotion.
I’m not going to let them waste my time or
drain my energy any longer. Another way
to look at this is: I care more about their
welfare than they do.
This mismatch means that no matter what
I do, I can’t help them because they don’t
want to be helped. That is okay!
They have the right to choose what they
want in life. If they choose the status quo,
that is their right. Similarly, I have the right
to choose not to attempt to help people
who don’t really want to be helped.
This is a choice I make whenever I realise
I care more than they do.
It would be nice to avoid these time
wasters entirely; however, it is impossible.
The reality is that we can’t avoid these
people because we cannot tell, at a glance,
who is willing to be helped and who isn’t.
We need some experience with them and
a frame of reference to determine which
category they fall into.
The key to avoiding excessive wasted
time and energy is to quickly identify who
is willing to do the work to overcome their
challenge and who is not. Consider the
following as early signs that they are not
serious about being helped.
The key to
avoiding a lot
of wasted time
and energy is to
quickly identify
who’s willing to
do the work to
overcome their
challenge and
who isn’t.
indicated - because if they had, they would
not still have the problem!
“Yeah, but” responses are indications
that they are moving the target on you.
In other words, their “yeah buts” are a
way of avoiding the advice you are giving.
It’s a way of avoiding taking action that will
resolve their problem.
Jewellery retailers will hear this language
frequently from customers who want
reassurance but not resolution, and
employees who resist accountability.
Key points to consider
As soon as you realise that these people
are avoiding acting to solve their problem,
make them aware that they are making a
choice.
I believe that everyone deserves a
reminder of the following:
• They are making choices whether they
realise it or not.
• They are choosing subconsciously,
driven by emotion, and these are
typically poor choices.
• They are going to get better results
when they make a conscious decision
about whether or not to take the action
necessary to solve the problem.
• Regardless of the conscious choice they
make, they will be happier with that
choice.
Once you have delivered this reminder
and find the person is still unwilling to
act, it’s time to exit gracefully. Wish them
well; however, distance yourself from time
wasters who choose not to be helped.
For jewellers, this may mean politely
concluding a sale conversation or
reassessing an employee’s readiness
to improve.
Distancing yourself will save you a lot of
time and avoid the energy drain that these
people would impose on you.
Choices and any other decisions made
while in an emotional state are typically
the worst choices we make.
Then I suggest that they make a conscious
choice to either act on the advice or not.
If they decide not to act on the advice
they received, I end the conversation.
They repeatedly tell you that they have
tried everything you are suggesting, or
they respond with “yeah, but.”
When they repeatedly tell you that what
you are suggesting has been tried and has
not worked, it would seem doubtful they
have, indeed, tried everything you have
DALE FURTWENGLER is the
founder of Cutting Edge Business.
He is a speaker, author and business
consultant.
Learn more: cuttingedge-business.com
44 | February 2026

BUSINESS
Management
Lessons learned from 30 years of holiday sales
With another new year comes fresh opportunities for your business.
DOUG FLEENER encourages you to learn from the past year to ensure success on the road ahead.
This time of year gets busy fast, and
hopefully, the past two months of
holiday sales have gone well for your
jewellery store.
After more than 30 years working in and
supporting retail businesses through the
holiday period, I’ve learned a number of
important things that show up every year.
The most important lesson is that you’re
more successful when you make it easier
on people.
This applies to customers, employees, and
yourself. In jewellery retail, simplicity is a
competitive advantage, especially during
peak trading periods.
The holidays amplify friction. The easier
you make things, the more customers buy,
the more confidently your staff work, and
the smoother your day becomes. Every
small act that removes effort or confusion
immediately improves outcomes.
Secondly, you must always remember that
‘the speed of the captain is the speed of
the ship.’
I’ve heard that Jerry Kohl, the CEO of USbased
retailer Brighton Collectibles, often
reminds the leaders within his business of
this fact. If you’re stressed, people around
you feel it. If you move with urgency, they
adopt it. If you stay steady and upbeat,
your staff will rise to meet it.
During the holiday period, people follow
your energy more than your words.
Business owners set the tempo for the
entire store, whether they realise it or not.
Finally, your fundamental beliefs are
constantly in motion. Every day, they move
you toward or away from the outcomes
you want in performance, success, and
happiness. In a retail environment, those
beliefs quietly shape how you lead, sell,
and respond under pressure.
That’s why mindset and how you start
your day matter so much right now. A
grounded, optimistic mindset gives you
better choices when the pressure mounts.
Better choices translate directly into
better customer experiences and stronger
staff performance.
Happy New Year!
I’m excited about the new year after
recently publishing my book.
It is titled Start With What If: Weekly
Questions to Spark Change and Growth.
As that moment drew closer, I started
thinking a great deal about why I wrote
it in the first place. It’s what I’ve learned
about the power of pause, questions, and
taking action. These same principles are
essential when stepping back to evaluate
a business and its people.
New Year’s Eve creates a similar
atmosphere. There’s a sense of reflection
in the air and a feeling of closure. And
often, an unspoken pressure to turn the
page with answers already in hand.
We find ourselves asking what went well,
what didn’t, and what needs to change.
For jewellery stores, this can shape
how the entire year unfolds.
With that said, the most useful lesson
learned from a year is rarely the loudest
moment. It’s often the pattern you didn’t
notice while you were in it.
What if your biggest lesson from 2025
becomes your most significant driver
of personal and professional success
in 2026?
When I say this, I’m not talking about a
goal, and I’m not describing a resolution.
Instead, I’m thinking about an advantage.
An advantage is something you have
already developed over the past year.
This advantage might be a strength,
The most
important
lesson is that
you’re more
successful when
you make
it easier on
people.
pattern, or alignment that you observed
consistently, even if you didn’t strictly
identify it at the time.
If you’re struggling with ideas, here
are three ways to start identifying
these advantages.
• Notice what worked when things
seemed effortless.
Think about a time when you felt steady,
clear, or effective without overthinking.
Those moments often point to a strength
or an operating approach that already
works. This might a way you can
intentionally build on in the year ahead.
• Pay attention to what drained
you faster than it should have.
The quickest energy leaks are usually
misalignments. Conversations,
commitments, or roles that consistently
cost more energy than expected.
Understanding why this happens helps
you make different choices next year.
• Look at what brought you joy
and momentum.
In retail, joy often comes from
meaningful customer moments or a
staff member performing at their best.
This doesn’t have to be restricted to
big wins. Reflect on the moments that
quietly energised you. Remember
those instances where you lost track of
time because you were so engaged or
‘locked in’ to the work you were doing,
because it was happening with ease.
Try to recall pivotal conversations
from the year past that you have
since replayed in your mind. In these
circumstances, joy often points to
alignment.
Indeed, your most significant lesson
learned from 2025 doesn’t need to be
dramatic. It just needs to be identified
and leveraged for the year ahead.
When applied intentionally, it can improve
both business performance and personal
satisfaction in the year to come.
DOUG FLEENER is the author of
a new book, Start With What If.
Learn more: startwithwhatif.com
February 2026 | 45

BUSINESS
Marketing & PR
Two factors that will make or break your online sales
First impressions often last a lifetime with modern consumers.
SIMON DELL details two critical methods for improving online sales.
Few people realise that your product
descriptions and images act as your
online sales staff. Clear and persuasive
copy and high-quality visuals build trust,
drive SEO, and boost conversions.
In the crowded world of e-commerce,
first impressions can either convert a
curious browser into a loyal customer
or send them straight to a competitor.
The two most powerful tools in your
arsenal? Your product descriptions and
images. For business owners looking to
increase online sales, this is about
directly influencing customer behaviour,
trust, and conversion rates.
For that reason, it's essential to explore
why product descriptions and images
are important and carry so much
weight, how they influence customer
psychology, and the strategies you can
use to make them work harder for your
business to drive sales.
The following information will provide
you with a precise knowledge of why
these elements are needed and how to
optimise them to drive improved sales.
Telling your story
A product description can serve as
an opportunity to convey the story of
your business. While specifications are
necessary, today’s consumer is also
buying into a lifestyle, a feeling, or a
solution to a problem.
For that reason, a creative and
compelling description bridges the gap
between the product’s features and the
customer’s needs.
Rather than simply writing: ‘Cotton
T-shirt, size medium, colour blue’, a
business might describe it as: ’Crafted
from breathable, 100 per cent organic
cotton, this versatile blue T-shirt pairs
comfort with style, perfect for both
casual Fridays and weekend adventures’.
The second example evokes a lifestyle,
creating emotional resonance.
Search engine optimisation (SEO) is
critical for online discovery. Product
descriptions that use the right keywords
naturally can help your products rank
higher on Google. This is important for
jewellery retailers who should view
this as an investment in visibility.
According to research published by
Ahrefs, a marketing platform, 68 per cent
of online experiences begin with a search
engine. Without optimised descriptions,
your products risk invisibility.
Accurate, detailed descriptions help
set the right expectations. Misleading
or vague descriptions can lead to
disappointed customers and costly
returns. In Australia, consumer
law requires businesses to ensure
descriptions are not misleading, so
investing in accuracy is not only wise
but also compliant.
Visuals build trust
Humans process images far faster than
text, and in online retail, customers rely
on visuals to compensate for the inability
to touch products. High-quality, realistic
images help build trust, while poor images
raise red flags about professionalism.
A study found that more than 75 per
cent of online shoppers rely on product
images when making purchase decisions.
Investing in professional photography
should not be viewed as an expense;
rather, it can drive sales.
Think of luxury jewellery brands:
the imagery is sleek, aspirational,
and polished. This visual language
signals higher value and justifies
premium pricing.
On the flip side, blurry or poorly lit photos
can make even high-quality products
seem cheap. Your images should be
consistent with your positioning, whether
it’s premium, practical, or playful.
Multiple images from different angles,
zoom features, and lifestyle shots help
customers imagine the product in real life.
Misleading
or vague
descriptions
can lead to
disappointed
customers and
costly returns.
Descriptions and images work together
Product descriptions and images
should complement each other rather
than compete.
Think of images as the ‘first handshake’
and descriptions as the persuasive
conversation that follows. While images
capture attention, descriptions close
the deal by providing the detail and
reassurance customers need. A strong
strategy ensures consistency between
the two.
Know your customer persona and adapt
your tone. For business-to-business
audiences, professional, fact-driven
descriptions may work best.
For lifestyle products, storytelling and
emotion might be more effective. Decision
makers should ensure marketing staff or
consultants are clear on the voice and
tone of the business.
Features tell customers what the product
is, while benefits explain what the product
does for them. Always connect features
back to the customer’s real-world needs.
Consumers often skim rather than read.
Break descriptions into bullet points, short
paragraphs, or bolded highlights.
A well-structured format improves
readability, making it more likely that
customers will absorb the information.
Including user testimonials, star ratings,
or quotes directly in product descriptions
builds credibility. More than 90 per cent
of customers now read reviews before
making online purchases. Integrating this
information helps reassure customers.
Neglecting descriptions and images
actively harms your sales. Poor content
leads to higher bounce rates, abandoned
carts, and negative reviews.
Customers expect clarity, accuracy,
and a degree of inspiration. In a market
where competitors are only a click away,
you cannot afford to fall short.
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 | February 2026

BUSINESS
Logged On
Amazing retail result: AI trusts humans over computers
What does the digital future hold for traditional retailers?
TOM MARTIN tested AI and was surprised by the results.
I went down a fascinating rabbit hole
recently and learned a great deal about
the future of business.
I asked three computer programs -
ChatGPT, Claude, and Perplexity -
to answer the same question.
I went further and told the bots they
had to limit their recommendation to
just one word. What were the answers
- ‘engagement’.
What does this mean for sales and
marketing?
“When an AI agent, such as yourself,
recommends a competitor’s product,
what can businesses do to make their
brand/product “sticky” enough
that the customer or prospective
customer disregards or resists
the AI’s recommendation?”
The results were mind-blowing in their
consistency and insightfulness.
To summarise, the three AI agents suggest
businesses can overpower AI agent
recommendations by focusing on
four key areas. That’s right!
When you compare AI against humangenerated
recommendations, the bots
still think we humans have the edge.
The explanations below each of the
four recommendations are mine.
Building emotional connections
Businesses need to craft narratives and
experiences that resonate personally with
consumers. Obviously, this gets trickier
as your customer and prospective
customer base expands.
The key is to use powerful advertising
narratives that resonate at both personal
and societal levels.
Think Nike’s “Just Do It” or even
Apple’s “Think Different” slogans.
Fostering direct engagement
Create opportunities for customers and
prospective customers to interact directly
with the brand or its representatives.
For a retail brand, this is easy.
With that said, if you’re a liquor brand,
you likely need to utilise experiential
marketing or event activations. When
you consider professional service
brands, especially for prospective
customers, things get interesting quickly.
Offer unique experiences
Provide products, services, or events
that cannot be fully replicated. Has anyone
been to an airport lounge lately?
The credit card companies are diving into
this strategy extensively, and if you’re a
frequent traveller, chances are you’ve
given some thought to AMEX or Chase
Sapphire as your card of choice.
Cultivating communities
Encouraging customer and prospective
customer participation and loyalty
through clubs, events, or similar advocacy
programs is a powerful tool for retailers.
If you’re looking for great examples
of this approach, consider influential bands
with loyal followings in the music world.
The so-called 'Swifties' who follow
every step that Taylor Swift takes, or
the 'Deadheads' who have supported
the Grateful Dead for generations. I'm
sure you could easily come up with many
more examples.
How to beat the bots?
To build lasting customer relationships,
businesses should create emotionally
resonant narratives, foster direct
engagement, offer unique, memorable
experiences, and cultivate community.
Strategies include impactful slogans,
experiential marketing, exclusive
offerings such as airport lounges,
and loyalty-driven groups akin to music
fan communities. These approaches
deepen connections and differentiate
businesses in competitive markets.
In short, AI bots suggest that your best
chance of success is to prioritise human
relationships, memorable experiences,
and emotional connections to minimise
AI's influence on purchasing decisions.
When you
compare AI
against humangenerated
recommendations,
the bots
still think we
humans have
the edge.
In my opinion, it means quality will
defeat quantity. While AI combined with
marketing automation provides even the
smallest business the ability to create
a message and spread it everywhere at
will - a so-called 'say and spray' approach
- that won’t save you. In fact, it will likely
accelerate your demise.
In a world where you can ask Siri, Alexa,
or ChatGPT to recommend the best
product or service for whatever problem
you have, business success hinges on an
intangible — emotional connection.
In other words, it hinges on building
powerful, emotionally connected
strategies because powerful businesses
create loyalty, which might eliminate
the question of what the rise of AI
means for marketing in the first place.
But even when the question has been
posed, powerful businesses create a
hurdle to a customer unquestioningly
accepting an AI program's
recommendation for a business or product
they have never heard of or are only
vaguely familiar with in the first place.
What do you think?
We’re not far from an AI-recommendation
world as the dominant purchasing
process, or at least the primary first step.
For now, at least, the bots still believe that
when forced to choose between an AI and
a human-generated recommendation,
we humans prefer someone other
than Hal 9000 for advice.
Unless you want to cede purchase
preference to a computer controlled
by someone other than your business,
you’ll need to start figuring this one
out – and how it may, or may not,
impact your store.
TOM MARTIN is an author, keynote
speaker, and the founder of Converse
Digital, a sales and marketing agency.
Learn more: conversedigital.com
February 2026 | 47

My Bench
Leighton MacLaren Penman
Robert Cliff Master Jewellers
• AGE: 30 • YEARS IN TRADE 5 • TRAINING: Certificate 3 Jewellery Manufacture and Design • FIRST JOB: Robert Cliff Master Jewellers
THE DECO AQUAMARINE
HALO RING
This 18-carat white gold ring features a 4.50-carat
cushion-cut aquamarine, surrounded by a halo of
0.80-carat brilliant-cut mined diamonds in F colour, VS
clarity. Finished with fine milgrain edging and inspired by
Art Deco design.
FAVOURITE GEMSTONE Alexandrite.
FAVOURITE METAL 18-carat yellow gold
and platinum.
FAVOURITE TOOL Sawframe.
BEST NEW TOOL DISCOVERY Ball Vise.
BEST PART OF THE JOB Learning new skills
and seeing improvements.
WORST PART OF THE JOB Stressing about a project.
BEST TIP FROM A JEWELLER Jewellery you think
might be old could be reinvented to be something
you love - or it may just need a good clean.
BEST TIP TO A JEWELLER Keep learning.
There is always something new to learn.
BIGGEST HEALTH CONCERN ON THE BENCH:
Posture and physical health.
LOVE JEWELLERY BECAUSE I get to work with
my hands creating or fixing jewellery everyday.
It’s rewarding to complete a job and move on to
the next project.
48 | February 2026

February 2026 | 49

OPINION
Soapbox
Jewellery Apprentices: We Want You!
The march forward for the jewellery industry continues. ANTHONY ENRIQUEZ discusses
the ongoing campaign to improve financial support for Australia’s jewellery apprentices.
One of the greatest challenges facing
established jewellers today is balancing
the training of apprentices with the
pressure of meeting current demand.
Teaching the next generation takes time,
patience, and resources — all of which are
in short supply when workshops are already
operating at or beyond capacity.
Without adequate support, many jewellers
simply cannot afford to take on apprentices,
even when they are deeply committed to
passing on their skills.
This is where government subsidisation
can make a genuine difference. Financial
support encourages retailers to hire
enthusiastic, capable apprentices eager
to learn. Over time, this investment
pays dividends by producing skilled
tradespeople who strengthen the work
force and, in many cases, go on to become
business owners themselves. However,
that outcome depends on support being
available now — when retailers need it most.
Encouragingly, recent developments
suggest this message is finally being heard.
Had this campaign not taken place, it is
difficult to imagine these issues receiving
the attention they now have. For that,
everyone involved deserves credit.
It has been a pleasure working closely
with both Colin Pocklington of Nationwide
Jewellers and Joshua Zarb of the
Independent Jewellers Collective
throughout this process. Colin has
demonstrated outstanding leadership
and deserves particular recognition for his
dedication to this endeavour. The recent
acknowledgement of these developments
by the Jewellers Association of Australia
is also welcome. While the JAA has not
been directly involved in this work to date,
engagement at this stage is still meaningful.
There is, however, a great deal of work still
to be done. The future of the Australian
jewellery trade is a conversation worth
having — and one that must continue.
Over the past 12 months, the efforts of
Australia’s major industry buying groups —
Showcase Jewellers, Nationwide Jewellers,
and the Independent Jewellers Collective
— have resulted in meaningful progress.
It's a march towards securing a stronger
future for the local jewellery trade. For an
industry that has long operated quietly in
the background, this collaboration marks
an important moment of unity.
One of the most tangible outcomes
arrived recently, when the Department
of Employment and Workplace Relations
published its updated Australian
Apprenticeships Priority List, effective
from 1 January 2026. For the first time,
jewellery apprentices will be eligible
for much-needed financial support.
This decision recognises jewellery
manufacturing as a skilled trade
worthy of greater investment.
There is no question this represents a
significant step forward — but it would
be a mistake to treat it as the finish line.
In reality, it is only the beginning.
Throughout this process, it has become
clear that there remains a substantial
gap in understanding within government
departments about the health, complexity,
and long-term prospects of the Australian
jewellery industry. At times, the industry
has felt misunderstood and, frankly,
undervalued.
Despite employing thousands of skilled
workers and contributing meaningfully
to Australia’s creative and manufacturing
identity, jewellery is often overlooked in
broader skills and workforce discussions.
Drawing attention to the lack of structured
support — and the urgent need for
investment in training young jewellers
— was never going to be easy. Trades
that operate behind storefronts tend
to be invisible until something breaks.
Unfortunately, by the time skills shortages
become obvious to the public, it is often
too late to reverse the damage quickly.
This is precisely why collaboration between
the three buying groups matters.
By working together, we have delivered
a unified message to those outside the
industry. Collectively, we represent the
majority of independent jewellery retailers
in Australia — small businesses deeply
embedded in local communities.
When voices like these align, they are
far harder to ignore.
Australia may
be a small
country;
however, it has
earned a strong
international
reputation
for jewellery
design and
manufacturing.
Progress, however, has not come without
frustration. At every turn, there is more red
tape, more bureaucracy, and more boxes to
tick. Change within government systems is
rarely swift, and industries like ours often
struggle to be heard.
Yet the underlying issue is too serious to
ignore. The Australian jewellery trade is
facing a looming skills gap. Many highly
experienced jewellers are approaching
retirement, while too few emerging
jewellers are entering the industry with the
training and support required to replace
them. This imbalance is already being felt.
Local businesses are struggling to meet
demand for custom-made jewellery and
repair services. Turnaround times are
increasing, workloads are intensifying, and
business owners are stretched thin.
If these issues are not addressed now,
it is not difficult to imagine how much
worse the situation could become.
If Australian jewellers are unable to meet
future demand, consumers will inevitably
look overseas. When that happens, the
consequences extend far beyond longer
wait times or higher shipping costs.
We risk losing highly specialised skills
altogether. Once manufacturing and
design capability leaves our shores, it is
extraordinarily difficult to bring it back.
That would be a genuine loss. Australia
may be a small country, but it has earned
a strong international reputation for
jewellery design and manufacturing.
Our designers and craftspeople regularly
receive international recognition and awards
— including members from within our own
buying groups. For an industry of this size,
that is no small achievement.
Without sustained investment in training,
that identity will slowly erode. Design and
production will continue to shift offshore.
We will lose more than an industry —
we will lose a cultural craft.
Name: Anthony Enriquez
Business: Showcase Jewellers
Position: Managing Director
Location: Sydney, Australia
Years in the industry: 6+
50 | February 2026

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February 2026 | 51

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52 | February 2026
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