Jeweller - March 2026

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY MARCH 2026
Watching Closely?
TIMEPIECES EVOLVE AS
CONSUMER TASTES SHIFT
Diamond Decisions
WHAT LIES AHEAD FOR
THE DIAMOND INDUSTRY IN 2026?
Tools of Tomorrow
JEWELLERS EMBRACE
THE POWER OF TECHNOLOGY
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ears
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March 2026 | 3
worldshiner.com

4 | March 2026
MGDL is a leading Australian watch distributor proudly representing some of the most
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March 2026 | 5

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. Each piece is bold, distinctive, and uniquely beautiful – a
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6 | March 2026

Sapphire Dreams Australia was founded to showcase the natural strength and distinct colour of Australian sapphires.
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March 2026 | 7

8 | March 2026

TIMEPIECES EVOLVE AS
CONSUMER TASTES SHIFT
VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY MARCH 2026
WHAT LIES AHEAD FOR
THE DIAMOND INDUSTRY IN 2026?
JEWELLERS EMBRACE
THE POWER OF TECHNOLOGY
MARCH 2026
Contents
This Month
Industry Facets
11 Editorial
22
10 YEARS AGO
Time Machine: March 2016
27 CAD/CAM & TECH
Breaking down
barriers
12 Upfront
14 News
25
56
LEARN ABOUT GEMS
Around The World: WA
MY BENCH
Marieon Cunningham
The jewellery industry is facing increasing
demand, and forward-thinking retailers are
experimenting with new technology.
20 Events
58
SOAPBOX
Ruth Benjamin-Thomas
Features
35 WHITE DIAMONDS
Evolution
The diamond trade is rapidly
changing and jewellery retailers need
to be prepared what lies ahead.
27
35
40
46
CAD/CAM & EMERGING TECHNOLOGY
Meeting custom-made jewellery demand with new approaches
WHITE DIAMOND REPORT
The diamond business is in the midst of significant change
THE WATCH REVIEW
What can we expect from timepieces in the year ahead?
MARCH BUYING GUIDE
Get familiar with the latest earring designs from suppliers
Better Your Business
50
52
53
54
55
BUSINESS FEATURE
SHEP HYKEN outlines the basic principles of successful customer service.
SELLING
GEORGANNE BENDER reveals the secrets to customer conversion.
MANAGEMENT
DAVID BROCK encourages you to re-think your approach to 'saving time'.
MARKETING & PR
SARAH SMITH YKORUK reveals the keys to a successful marketing strategy.
LOGGED ON
THOMAS YOUNG encourages you to update your digital presence.
40 THE WATCH REPORT
Time to try
something
new?
Explore the evolving
trends in the wonderful
world of watches.
FRONT COVER
World Shiner is a leading diamond
and jewellery wholesaler serving more
than 10,000 customers globally across
Australia, Germany, India, Italy, Japan,
New Zealand, the UK and the US.
The company takes pride in its legacy,
constructed over three generations.
Learn more: worldshiner.com
Watching Closely? Diamond Decisions Tools of Tomorrow
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ears
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March 2026 | 9

10 | March 2026

Editor’s Desk
AI Apocalypse: Tools will never replace craft
Skynet has started to take over the economy. How will this impact the jewellery trade?
SAMUEL ORD discusses the future of the jewellery business in a digital world.
For years, we’ve been warned about
an impending economic ‘apocalypse’
provoked by artificial intelligence.
As technology advances, the argument
goes, an increasing range of jobs
will become redundant.
In recent months, we’ve seen a wave of
headlines that appear to support those
premonitions. Major technology companies
have begun restructuring their workforces
as they invest heavily in AI. In some cases,
thousands of roles are being eliminated.
For example, Amazon announced plans
to slash 16,000 jobs as it seeks to reduce
its workforce and embrace AI tools.
Humourously, a misfired internal email
was the first time many employees found
out about the company's planned job cuts.
Perhaps the human tendency to make
mistakes is why the company is
embracing more digital tools.
As another example, Block, the financial
technology company behind Afterpay and
Cash App, announced it was cutting
40 per cent of its workforce as it invests
in more AI tools. This is expected to impact
around 4,000 jobs. Other examples
include Pinterest, Meta, and even Telstra.
Of course, it’s worth acknowledging that in
some cases, AI has become a convenient
explanation for downsizing. Behind the
scenes, AI may only be part of the story.
In other words, it could be a timely ‘excuse'
that neatly accompanies cost-cutting.
Regardless of the motives behind the
headlines, the direction is clear.
AI is rapidly moving from theory to
practical application across a wide range of
industries, including the jewellery business.
One of the most immediate areas of impact
is design. AI-driven tools can already
generate concepts from simple prompts.
For experienced jewellers, this could lighten
the early stages of manufacturing.
At the same time, these tools will lower the
barrier to entry. Anyone with access to the
right platform can experiment with jewellery
design. If that sounds familiar, it should.
The rise of desktop publishing decades
ago allowed almost anyone to produce
artwork for brochures, newsletters, and
advertisements. The result was a surge in
creativity and a flood of mediocre work.
AI will likely follow this trajectory.
Customer service is another area already
being reshaped. Many businesses have
replaced reception desks with automated
systems or chatbots that handle enquiries
online. For jewellery retailers, AI is beginning
to assist with everything from answering
product questions to managing bookings
through websites and social media.
I suspect that marketing may be where
the most dramatic change may occur.
Increasingly, online advertisements and even
television campaigns are being generated
largely or entirely with AI. Images, video
footage, voiceovers and copy can now be
produced within seconds using AI platforms.
Predictably, discussion about this shift
tends to fall into two very different camps.
On one side are the optimists. In this view,
AI represents a leap forward in efficiency and
accessibility. Campaigns that once required
months of planning and large budgets can
now be developed at a fraction of the cost.
For independent jewellery businesses,
this could be transformative. Traditionally,
producing high-quality advertising might
have required photographers, models,
stylists, videographers, and editors.
Coordinating a campaign was expensive
and time-consuming, and beyond the reach
of most smaller retailers.
These new tools change that equation.
With the right programs, jewellers can
now generate professional-looking product
imagery, short videos, and promotional
material from a desktop computer.
In some cases, the results may even rival
the campaigns produced by major brands.
In theory, this levels the playing field.
Independent jewellers no longer need
a massive marketing budget to appear
modern, professional, and competitive.
AI allows smaller businesses to tell their
stories with visual impact that was once
reserved for brands with deep pockets.
The ability to experiment is another
advantage. If a campaign doesn’t resonate
with customers, it can be revised or replaced
almost instantly. Compared with the failure
of an expensive traditional campaign, the
risk is relatively small.
With that said, there is another vision of the
future, and it is considerably less appealing.
At the same
time, in a
world already
drowning
in mindless
content, the
last thing your
business needs
to do is blend in.
In this scenario, the advertising landscape
becomes saturated with generated content.
Perfectly polished visuals flood social feeds,
yet much of it feels strangely hollow. The
imagery is slick, the messaging precise;
however, the human touch is missing.
Creativity becomes diluted as businesses rely
on the same tools, prompts and machinelearned
formulas. For an industry founded
on emotion and craftsmanship, that
possibility should raise some concern.
Jewellery is, after all, deeply personal.
Engagement rings, anniversary gifts and
custom designs are not merely products.
They represent stories, relationships and
milestones. Independent jewellery stores
succeed because they bring experience and
authenticity to those moments.
That is precisely where AI tools still struggle.
AI can generate images, suggest copy, and
assemble marketing campaigns. What it
cannot easily replicate is a genuine human
perspective. The personal story behind a
custom piece, the expertise of a jeweller
explaining a design, or the authenticity
that comes from real people.
This is the conundrum facing jewellery
retailers. These programs can provide
powerful marketing tools that make your
business look more polished and competitive
than ever before. Used effectively, these
platforms could dramatically expand what
small businesses can achieve online.
At the same time, in a world already
drowning in mindless content, the last
thing your business needs to do is blend in.
The more we share, the more we blur.
I suspect that a minority of jewellers will
use these tools creatively and strategically,
producing advertising that connects with
customers and elevates their brand.
The majority will generate content that is
technically polished but extremely forgettable.
Every jeweller knows that you can buy the
tools; however, you can’t buy the craft.
Owning a loupe or bench peg won’t make you
a good jeweller, just as using an AI program
won’t make you a marketing genius.
SAMUEL ORD
EDITOR
March 2026 | 11

Upfront
Rewind: Best Bench Tip
Stranger Things
Weird, wacky and wonderful
jewellery news from around the world
NOVEMBER 2015
Ernest Jones, a UK-based brand
owned by Signet Jewelers, has
offered customers free lab-created
diamond rings with the purchase of
a natural diamond. The UK chain is
offering the special deal both online
and in-store “whilst stocks last
and are subject to availability." The
company did not specify how many
units it had put aside for the deal. The
offer is not available for items that the
jeweller already has on sale and was
a Valentine's Day promotion.
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 DOJ recently
released three million pages related
to an investigation of Epstein, made
available as part of the Epstein
Files Transparency Act. Described
as Epstein’s ‘last known girlfriend’,
Karyna Shuliak was bequeathed
a diamond ring.
“If you make a mistake,
start again.”
DAVID MANSFIELD
DAVID MANSFIELD JEWELLERS
HISTORIC GEMSTONE
The Liberty Bell Ruby
The Liberty Bell Ruby is a sculpture
created from the world’s largest
mined ruby, which weighs four pounds
and is 8.5 thousand carats. The ruby
was discovered in East Africa in the
1950s and, in 1976, was sculpted to
resemble the iconic Liberty Bell, an
iconic symbol of US independence. The
Liberty Bell Ruby features 50 additional
diamonds and was valued at $US2
million. In 2011, the piece was stolen
in a jewellery store heist in Delaware.
Despite four men being arrested and
indicted for the theft, the Liberty Bell
Ruby has not been recovered.
Busted by science
Timeless Trends
Leading jewellery designers are
finding ways to incorporate beads,
shells, and stones into their creations.
The necklaces and earrings often
look like they could have been found
at the bottom of your older relative's
jewellery box.
Images: Tiffany & Co.
Images: Jacqui Aiche
Researchers discovered a new
ice phase, known as Ice XXI, by
compressing water between diamonds
at room temperature. The discovery
brings the total to more than 20 known
ice phases – distinct structural forms
of frozen water formed under varying
pressures and temperatures. Most
exist only in laboratories and do not
occur naturally on Earth. The discovery
may provide new clues for exploring
the origins of life under extreme
conditions in space.
The Gemological Institute of America (GIA) recently examined a
parcel of natural saltwater pearls, four of which showed distinct
heart-shaped shapes and abnormal red X-ray fluorescence.
Upon initial investigation, the pearls
appeared cracked, with grooves
on the surface. When examined
under higher
magnification,
the pearls showed areas
sealed with pieces of shell,
which were bonded with a
yellowish-brown resinous
glue. The X-ray
analysis
exposed large cavities filled
with foreign materials.
Campaign Watch
Tiffany & Co. has released its 2026
Valentine’s Day campaign featuring
brand ambassador and actress Adria
Arjona. Known as ‘Celebrating Love
Stories Since 1837’, the campaign
includes a short film featuring Arjona,
best known for her performances in
‘Andor: A Star Wars Story’ and
‘Hit Man’. The Celebrating Love
Stories Since 1837 campaign
debuted on Tiffany & Co.’s website.
VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY
Published by Befindan Media Pty Ltd
PO Box 4197, Balwyn East, VIC 3103 AUSTRALIA | ABN 66 638 077 648 | Phone: +61 3 9696 7200 | Subscriptions & Enquiries: info@jewellermagazine.com
• Publisher Angela Han angela.han@jewellermagazine.com • Editor Samuel Ord samuel.ord@jewellermagazine.com
• Production Prince Bisenio art@befindanmedia.com • Digital Coordinator Riza Buliag riza@jewellermagazine.com • Accounts Julia Carvalho finance@befindanmedia.com
Copyright All material appearing in Jeweller is subject to copyright. Reproduction in whole or in part is strictly forbidden without prior written consent of the publisher. Befindan Media Pty Ltd
strives to report accurately and fairly and it is our policy to correct significant errors of fact and misleading statements in the next available issue. All statements made, although based on information
believed to be reliable and accurate at the time, cannot be guaranteed and no fault or liability can be accepted for error or omission. Any comment relating to subjective opinions should be addressed to
the editor. Advertising The publisher reserves the right to omit or alter any advertisement to comply with Australian law and the advertiser agrees to indemnify the publisher for all damages or liabilities
arising from the published material.

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ocirt.com
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227 COLLINS STREET, MELBOURNE VIC 3000
PO BOX 397, FLINDERS LANE VIC 8009
03 9654 5200
sales@oagems.com
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March 2026 | 13

News
IJC takes custom-made
jewellery to the next level
The Independent Jewellers Collective (IJC) has
announced the launch of an app, exclusive to
members, which will allow stores to access all
digital assets associated with the group's support of
custom jewellery design.
IJC will officially launch the ‘Collective Gems App’ at
the Australian Jewellery Fair in Adelaide in April. The
app is available at the Apple Store and on Google Play.
The app focuses on custom jewellery manufacturing
and will allow images, renders, and videos to be
shared with customers in real time. It has taken more
than three years to develop and will provide members
with direct access to a design team based in Europe.
IJC CEO Joshua Zarb said that his group has invested
more than $300,000 in improving custom-made
jewellery services for members over the past three
years, and that the new app marked the culmination
of these efforts.
“We knew that custom design was a huge area of
opportunity for all independent jewellery retailers,
and this is something that we have worked on
relentlessly,” Zarb told Jeweller.
“The best part is that all the hard work we have
done directly supports all our local preferred supply
partners, as all manufacturing of items is done
exclusively from our own local supplier base.
“We have long-term IJC supply partners that are
currently trading well into triple-digit growth with
us this year, which is just sensational in the current
jewellery landscape.”
IJC offers members comprehensive market support,
including access to a CAD design team, e-commerce
integration for custom design, integrated diamond
plug-ins, and high-resolution renders and videos to
enhance the store’s design libraries.
IJC celebrated its fifth anniversary last year in Sydney.
Discussing the new app, Zarb said that physical
samples are also available to ensure that members
can provide customers with a seamless in-store and
digital experience.
“We are focused on being the most innovative and
forward-thinking buying group with a true-hands on
support model for Australia and New Zealand’s best
jewellery retailers,” he explained.
“We are a boutique group with amazing stores, and
we choose to partner with only the most proactive
retailers and suppliers. This model has proven to be
very successful as we have grown from zero to 116
stores, and the best is yet to come.”
Zarb added: “We love what we do, and we have a
management team that live and breathe jewellery
retail, our marketing team are some of the best in the
industry today.”
The Australian Jewellery Fair is scheduled for April
19-20 at the Adelaide Convention Centre, with the
IJC Partners Conference taking place prior to the
trade show.
Australian Opal Centre preparing for next
grand adventure across country
The Australian Opal Centre has confirmed the
return of the Australian Opal Tour, with a nineday
cross-country grand journey scheduled
for September.
The Australian Opal Tour takes groups of
collectors, gemmologists, and jewellers on a
3,800-kilometre trip, visiting four of the country’s
most important opal-producing regions.
The upcoming tour will depart Sydney on 22
September, visiting Lightning Ridge (New South
Wales), Winton (Queensland), Coober Pedy
and Andamooka (South Australia).
Organisers said the inclusion of Andamooka
expands the South Australian leg of the
program, amid renewed interest in the
historically significant region.
Major sponsors revealed for upcoming
Australian Jewellery Fair in Adelaide
The Australian Jewellery Fair in Adelaide is a
little more than two months away, and the
event’s major sponsors have been announced.
South Australia’s BECKS has joined the
event as a major sponsor, as have Duraflex
Group Australia and Unison Jewellery –
joining organiser Expertise Events to provide
complimentary morning and afternoon tea,
lunch, and a ‘happy hour’ networking drinks.
Each year, the Australian Jewellery Fair
provides retailers with an opportunity to meet
with suppliers and view the latest products,
collections, innovations, and services. Expertise
Events managing director Gary Fitz-Roy said
the Adelaide event would be an opportunity for
Australia’s jewellery industry to kickstart the year
on a positive note.
"We greatly appreciate the support of all three
sponsors," Fitz-Roy told Jeweller.
"Their investment in the trade provides a unique
experience for attendees, and each has exciting
new releases tied to their support. I’m confident
they’ll interest everyone attending."
In recent years, the Australian Jewellery Fair has
been hosted on the Gold Coast.
The group will visit mining areas, handle
rough and finished gemstones, and learn
about opal extraction, cutting, science,
culture and trade from veterans of the trade.
The tour also includes access to the
Australian Opal Centre’s internationally
celebrated collection of opalised fossils, along
with experiences such as night fossicking.
The Australian Opal Tour is designed for anyone
with an interest in the natural and cultural
heritage of the opal fields. Jenni Brammall,
head of collections, programs and research at
the Australian Opal Centre, said that insights
from those with first-hand industry experience
were invaluable.
“This tour is about understanding Australian
opal in its context,” Brammall said.
“When you are on the fields, seeing opal fresh
out of the ground and speaking with miners,
cutters, scientists and traders with decades of
experience, you gain insights that are impossible
to obtain from a finished stone alone.”
The previous tour attracted participants from
Australia, the US and the UK. The Australian Opal
Centre is a not-for-profit scientific and cultural
organisation based in Lightning Ridge.
The trade show’s popularity spiked after the
introduction of a boutique-style fair in a tabletop
format.
The upcoming show will be supported by the
three buying groups – Nationwide Jewellers,
Showcase Jewellers, and the Independent
Jewellers Collective.
For the first time in nearly a decade, the
Jewellers Association of Australia (JAA) will
participate in the event, joining other industry
bodies including the Gemmological Association
of Australia (GAA) and the Gold and Silversmiths
Guild of Australia (GSGA).
"The Fair isn’t just a show — it’s where the
industry comes together to plan, respond,
and grow," Fitz-Roy added.
"Being there isn’t optional; it’s how you put your
business on the front foot for 2026 and beyond.
"It’s a terrific opportunity for the local sector to
visit, welcome interstate visitors, and experience
the hospitality, fine wines, and history South
Australia has to offer."
The Australian Jewellery Fair will be hosted at
the Adelaide Convention Centre on 19-20 April.
14 | March 2026

News
Crushing blow: JAA director confirms shock resignation
Less than a year after joining the board of the
Jewellers Association of Australia (JAA),
director Jay Bartlett has tendered his resignation.
Jeweller understands that Bartlett issued a formal
resignation on Monday morning (9 February).
The JAA published a media statement on its website
the following day (10 February) confirming his
departure. Describing the statement as ‘brief’
is perhaps an understatement – it amounts to
three sentences and 70 words.
“The Board thanks Jay for his time, contribution,
and service to the Association and the broader
jewellery industry, and wishes him well in his
future endeavours,” it reads.
Jeweller spoke with Bartlett on Wednesday (11
February) to confirm his resignation.
“I made the decision [to resign] after careful
consideration. I joined the Board with the intention
of helping drive positive change for the industry,”
he said.
“I’ve been part of the jewellery industry for more
than 30 years and a JAA member for more than 20.
When I see opportunities for improvement,
I prefer to contribute constructively and be
part of the solution.”
Bartlett, managing director of Bartlett Master
Jewellers in Townsville, along with Stephen
Schneider of Stephens Jewellers, joined the
JAA board as directors in April 2025. At the time,
the JAA issued a media statement suggesting the
pair’s experience in the industry would be valuable.
“Together they bring more than 55 years of
distinguished service in the jewellery industry,
with Jay and Stephen bringing a wealth of
knowledge and insight that will enhance the Board’s
collective knowledge and support the ongoing
work of the JAA in serving and strengthening the
Australian jewellery industry,” it read.
Attempt to bury the past
Despite serving on the board for less than a year,
Bartlett was instrumental in what might rightly
be described as one of the association’s most
significant accomplishments in the past decade.
Bartlett and Schneider aimed to resolve past
differences and established a constructive
working relationship with Expertise Events.
With the approval of the JAA board, the pair entered
discussions with managing director Gary Fitz-Roy,
leading to an announcement that caught the
industry by surprise.
In October, Expertise Events and the JAA both
confirmed that the JAA would be an exhibitor at the
Australian Jewellery Fair in Adelaide, scheduled
for 19-20 April.
The unexpected announcement marked the first
time in a decade that the JAA would appear at a
trade show organised by Expertise Events.
“When I joined the Board, I hoped to see
the Association strengthen its engagement
across the industry and maintain a visible
presence at key trade events, such as the
International Jewellery Fair and the Australian
Jewellery Fair, using those opportunities to
reconnect with the broader industry,”
Bartlett explained.
In the wake of the announcement, Fitz-Roy
provided a glowing testimony for Bartlett as a
representative of the JAA.
“Jay [Bartlett] is a leading example of the future
of the jewellery industry. He’s committed to
setting a direction that unites rather than
divides," Fitz-Roy said.
“The JAA will be far stronger with this kind
of approach and attitude.”
Governance issues
Discussing the circumstances of his resignation,
Bartlett expressed frustration with the JAA’s
approach to governance in the short time he had
served as a director.
“Over time, it became clear that I wasn’t able to
make the impact I had hoped for within the current
structure. I recognised that my perspective on
certain priorities and the direction forward was not
fully aligned with that of the Board,” he explained.
“I formed the view that the current culture and
governance approach were not aligned with how I
believe meaningful progress is best achieved.”
“Rather than continue in a role where I could not
contribute as intended, I chose to step aside.”
Bartlett has also confirmed that, following his
departure, Bartlett Master Jewellers will not
renew its JAA membership, bringing an end to
a relationship between the business and the
association that lasted two decades.
Bartlett’s resignation reduces the JAA board to
six members, after it briefly rose to seven with the
appointment of co-opted director Lindsay Kotzman
in December.
It’s an untimely loss for the JAA, as industry sources
recently revealed that several other retailers have
decided not to renew their memberships.
This follows the JAA’s latest financial statements,
lodged with the Australian Charities and Not-forprofits
Commission (ACNC), which recorded a loss
of $21,209 for FY24.
The JAA website claims that the decline is caused by
an accounting adjustment/error. These same ACNC
records show that membership revenue declined
from $230,650 in the 2021 financial year to $148,574
in the 2024 financial year at the same time that
expenses increased.
Australian Retail Council officially open for business
The Australian Retail Council has launched a new
website and logo following the successful merger
of two organisations into a single peak body.
The Australian Retailers Association (ARA) and the
National Retail Association (NRA) have merged to
form the Australian Retail Council, led by inaugural
CEO Chris Rodwell.
A transitional board, comprising members of the
former ARA Council and the NRA Board, is now
in place and will serve until elections for a new
board are held later this year. Rodwell said the
organisation is focused on addressing the key
concerns of retailers.
“ARC brings together the collective strength and
expertise of two respected institutions into a single,
powerful voice that represents every retailer,
from family-owned businesses to iconic national
brands,” he said.
“Retail contributes $444 billion to the economy
and is our largest private sector employer, with a
workforce of 1.4 million people.”
He added: “At ARC, we’re backing the retailers that
back Australia – whether that’s reducing
retail crime, driving economic reform, creating
jobs and careers, supporting small businesses,
lifting efforts to address climate change and
sustainability, supporting regional communities
or adopting technology.”
The Australian Retail Council will offer support
and services to local businesses, and the
amalgamation includes a combined
membership base.
March 2026 | 15

News
New colour gemstone initiative
launching at Adelaide trade show
At the upcoming Australian Jewellery Fair in Adelaide, an example of
innovation and ingenuity will be on display from a local industry supplier.
In the lead-up to the fair, colour gemstone specialists O’Neil’s are
busy putting the finishing touches on OCIRT, a new identification
and provenance initiative.
Each OCIRT card accompanies an individual gemstone, permanently
recording its specifications, test results, and stated origin in solid brass,
which is engraved to endure as long as the gemstone itself.
The weight and finish of the design are intentional, as it represents
a lasting record of the provenance of a colour gemstone.
Designed as a premium alternative to the more common paper
or plastic certificates, the cards are intended to reduce consumer
concern about colour gemstone jewellery shopping while also
adding a sense of prestige and luxury to the purchasing experience.
O’Neil’s owner, Brendan McCreesh, said the cards are a physical
assurance that what has been represented is documented with
care and accountability.
“I’ve been working on this concept for two years, and we’ve
experimented with many different prototypes, trying to find the right
design for this project,” he told Jeweller.
“We’re aiming to give jewellers and their customers long-lasting
assurance and confidence about the colour of gemstone jewellery
they purchase.
FULL COLLECTION
NOW AVAILABLE AT DGA
“The reaction we’ve had, talking to retailers about this concept,
has really been astounding. Everyone we’ve spoken to has said that
it sounds like a great opportunity, and that consumers will be very
excited.”
McCreesh said OCIRT cards are intended to complement higher-value
O’Neil’s colour gemstones, with the exact value threshold kept flexible.
“Along with the card itself is a QR code that will provide images and
videos of the gemstone, along with any other relevant documentation
as far as provenance and testing are concerned,” he explained.
“It’s everything you could possibly need to know about a gemstone in
one place.”
The Australian Jewellery Fair is scheduled for April 19-20 at the
Adelaide Convention Centre.
(02) 9417 0177 | dgau.com.au

News
Online retail scammers continue
to exploit Sydney tragedy
A second 'ghost store' retail scammer has been busted attempting
to profit from the tragedy at Bondi Beach in December.
Australia was left stunned on 14 December when a terrorist attack
targeted a Jewish community event at Bondi Beach in Sydney,
leaving 16 people dead and 40 injured.
In the aftermath of the event, a retail website claiming affiliation
with the tragedy made national headlines, prompting warnings from
consumer protection agencies.
These warnings have been repeated after the discovery of a second
online retailer, which allegedly made false claims linking the business
to the mass shooting.
As reported by 7News, Bondi United, which sells clothing and
accessories online, falsely claimed the founders “have a connection
with the Bondi Beach terrorist attack, or that the proceeds of sales have
been given to the victims or their families.”
The fashion retailer’s websites (www.bondiunited.com/www.
bondiproject.com) have been taken offline. Anyone who has experience
with the
traders and is not satisfied with their interaction is urged to lodge a
complaint with NSW Fair Trading.
“However, the NSW Fair Trading Commissioner remains concerned
about this trader,” a spokesperson said.
“This trader may seek to re-establish itself at another URL and other
traders may take a similar approach.”
Jeweller has reported extensively on the issue of ‘ghost stores’ over
the past year – shady online retailers who falsely claim to operate
businesses based in Australia.
Consumer Action Law Centre legal director Stephen Nowicki said it
remains a pressing issue facing local businesses and consumers.
“It becomes harder in these kinds of situations, compared to an outright
scam, to know what is a genuine discount versus what someone is
presenting as a discount but is actually something not worth what they
are promoting it as,” Nowicki said.
The Australian Competition and Consumer Commission (ACCC) has
reportedly received hundreds of complaints about these businesses
and recently issued a public warning regarding the conduct of these
online retailers, highlighting four specific examples.

News
JAA in the bad books after failing to explain financial shortfall
Recent attempts by the Jewellers Association
of Australia (JAA) to explain a severe decline in
membership revenue have fallen flat.
The JAA filed its latest Financial Statement with
the Australian Charities and Not-for-profits
Commission (ACNC) in June 2025. This report
showed a loss for the year ending 31 December
2024.
There was a dramatic 30 per cent decline in the
JAA’s revenue (-$76,631) during this period, falling
from $254,627 in 2023 to $156,787 in 2024.
Unfortunately, the bad news didn’t end there, as the
JAA attempted to ‘explain away’ the findings of this
Financial Statement with a media statement on its
website, which, for members, raised more questions
than it answered. Specifically, the media statement
says that the -$21,209 deficit was a "loss on paper",
implying that there was no 'real' loss for the year.
Beyond the improper use of investment terminology,
this explanation is flawed for several reasons. To
say the least, the media statement is confusing, and
the JAA's attempts to provide clarity have appeared
misleading, or at best, incomplete.
To accrue or not to accrue?
In recent years, the JAA initiated a change in its
accounting period. The industry association shifted
from a traditional Financial Year (FY) accounting
period (1 July through 30 June) to a Calendar Year
(CY) accounting period (1 January through
31 December).
This change occurred during Joshua Sharp’s
first year as president, after he assumed the role
in October 2022. This means the 2022 Financial
Statements, filed with the ACNC, covered 18 months
– from 1 July 2021 through 31 December 2022.
At the time, the JAA reported a surplus of $129,791
in 2022; however, it must be noted that this was
an unusual reporting period covering 18 months
rather than a single year. The first report under the
12-month Calendar Year reporting structure (2023)
revealed that the JAA traded with a $63,063 surplus.
The association received $254,627 in income, of
which $252,225 came from membership fees, while
$2,402 was listed as from 'other' income. It operated
with $191,564 in expenses - $99,808 for staff, while
a further $91,756 was simply listed as ‘other’.
‘Other’, in this case, presumably includes
expenditures such as bank fees, insurance,
advertising, office and computer costs, admin fees,
website hosting and so on. The 2024 financial report
shows an annual loss of -$21,209, which represents
a dramatic decline (shortfall) of around $84,000
from the previous year's profit.
According to the ACNC website, the JAA's 2024
membership revenues fell by 41 per cent, from
$252,225 in 2023 to $148,574 in 2024 - a decline of
$103,651 for the year. At the same time, expenses
fell from $191,564 in 2023 to $177,996 in 2024.
By way of comparison, while membership revenue
declined by around 40 per cent, expenses only
decreased by around 7 per cent (from $191,564 to
$177,996).
However, it is worth noting that staffing costs
increased by around 8 per cent (from $99,808 to
$107,677) in the same period, suggesting that as
membership fees decreased, staffing costs rose.
Clarification only adds more confusion
This background information is important to
consider because, in June 2025, the JAA sought
to explain the annual loss to members with a
media statement on its website. Unfortunately, the
explanation for the $21,000 loss during this period
raises more questions than it answers.
On 12 June, the JAA posted a statement titled ‘2024
Financial performance update - clarification on
accounting (sic) adjustment.’
Firstly, it attempted to imply the loss was not an
actual (real) loss and did so by stating that: “The JAA
Board implemented an accounting adjustment—
now to be applied annually—ensuring that income,
such as membership fees received in advance of 1
January, is recognised in the financial year to which
it applies.”
The JAA claims to practice accrual accounting,
which, in the simplest terms, means revenue
is recorded when it's earned (not received) and
expenses are recorded when they are incurred (not
paid).
This fact is confirmed by the JAA's statement:
“Specifically, membership fees received in advance
of 1 January are now recognised in the financial
year to which they relate. This ensures our
reporting presents a clearer picture of operational
performance.”
This is accrual accounting or Australian Accounting
Standard (AAS) AASB 1001. With that said, the JAA’s
explanation about its membership income decline
and its annual loss is either confusing or misleading.
An ‘accounting adjustment' is a correction, which
is made to amend an error(s) or make changes to
something for accuracy. That is, an item is ‘adjusted’
if it is not correct. An accountant does not adjust
something that is already correct.
Following that logic, the fact that the JAA needed to
make an accounting adjustment therefore means
that the previous year’s financial statement (2023)
was, in some way, wrong or inaccurate.
It means the 2024 financial report had to be adjusted
to correct the previous year’s error. It appears
that, while the JAA had advised the ACNC that its
financial reports were prepared in accordance with
AASB 1001, it was not.
The confusion around this matter is only intensified
by the JAA’s decision to advise members that
the accounting adjustment will “now be applied
annually”.
Compliance with AASB 1001 would mean that no
‘annual’ adjustment would be required, because
income and expenses should be accrued correctly in
the first place.
If a mistake is corrected one year, there should
be no need to continue correcting it every year
thereafter because your accrual accounting is
accurate. This is just one example of the JAA’s
supposed ‘clarification’ being either misleading
or an inaccurate representation of accounting
practices.
Speaking out of turn
The statement also explained that, “As a result of
this adjustment, the 2024 financials will show a
loss on paper. It is important to emphasise that this
is not a material or operational loss.”
A loss is a loss. Jeweller spoke with accounting
experts as part of the research for this report,
and each expressed bewilderment over this
phrasing, suggesting that it was either purposefully
misleading or ignorant of basic accounting
standards.
Further, the JAA attempted to use an inappropriate
investment term to explain its annual $21,000 loss.
While 'paper loss' is a legitimate business term, it
is used in investing circles to indicate an unrealised
loss.
The term applies when an asset's current market
price is lower than its purchase price; however, the
investor has not yet sold it, so no actual loss has
been incurred. The asset's value can rise again;
hence, it is only a ‘paper loss’ at a given point in
time.
The JAA’s loss is a realised loss, which cannot
alter or improve. Therefore, the JAA's use of the
term "loss on paper" is misleading because if the
financial result of 2024 is overstated (resulting in a
loss), then the previous result of $63,000 profit in
2023 must also be overstated (resulting in a lower
profit).
It is also possible that the $129,000 profit reported
for 2022 was overstated, given that it covered the
18-month period.
While the JAA’s website ‘clarification’ went to great
lengths to imply that the 2024 loss was not a real
loss (because of an accounting adjustment/error),
a more complete explanation should also have
advised members that, as a result, its previous
year’s Profit & Loss reports were inaccurate.
In recent years, the JAA has consistently cited an
ongoing commitment to transparency. This could
be better achieved by the JAA advising its members
on the actual figures behind the ‘accounting
adjustment.’
SCAN FOR FULL
READ WITH IMAGES.
18 | March 2026

0 3 9663 2321
INFO@ATHAN.COM.AU
WWW.ATHAN.COM.AU
602/220 COLLINS ST, MELBOURNE VIC 3000
March 2026 | 19

Events Not to Miss
UPCOMING EVENTS
2026 Calendar
02 MAR
–
06 MAR
MARCH
03
APRIL
04
MAY
05
02 MAR
–
06 MAR
01 APR
–
04 APR
07 MAY – 10 MAY
GemGenève
CHINA
HKTDC Hong Kong International
Diamond, Gem
& Pearl Show
AsiaWorld-Expo
HONG KONG, CHINA
hktdc.com/event/hkdgp/en
Palexpo
GENEVA, SWITZERLAND
gemgeneve.com
08 MAY – 10 MAY
Hyderabad Jewellery,
Pearl & Gem Fair
CHINA
Shanghai International
Jewellery Fair
Shanghai World Expo Exhibition &
Convention Center
SHANGHAI, CHINA
fashionjewelryexpo.com/en
23 MAR
–
25 MAR
19 APR
–
20 APR
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
Hong Kong Convention &
Exhibition Centre
HONG KONG, CHINA
hktdc.com/event/hkjewellery/en
08 MAR – 10 MAR
JIS Spring
Istanbul Jewelry Show
Istanbul Expo Center
ISTANBUL, TURKEY
istanbuljewelryshow.com
08 APR – 10 APR
Yamanashi Jewellery Fair
I-messe Yamanashi
KOFU, JAPAN
yamanashijewelleryfair.com
08 APR – 12 APR
Watch & Jewellery
Middle East Show
Expo Centre Sharjah
UNITED ARAB EMIRATES
mideastjewellery.com
09 APR – 11 APR
IGJS International Gem
& Jewellery Show Jaipur
Jaipur
JAIPUR INDIA
intl.gjepc.org/jaipur#aboutIGJS
HITEX
HYDERABAD, INDIA
hyderabad.jewelleryfair.in
09 MAY – 12 MAY
Oroarezzo International
Jewelry Exhibition
Arezzo Expo Center
AREZZO, ITALY
oroarezzo.it
14 MAY
–
16 MAY
International Jewellery Kobe
Kobe International Exhibition Hall
KOBE, JAPAN
ijt.jp/tokyo/en-gb.html
AUSTRALIA
Australian Jewellery Fair
Miami Beach Convention Center
MIAMI, UNITED STATES
jisshow.com/spring/en-us.html
19 APR
–
20 APR
14 MAY – 17 MAY
Cambodia International
Gems & Jewelry Fair
Adelaide Convention Centre
ADELAIDE, AUSTRALIA
jewelleryfair.com.au/ajf
23 MAR
–
25 MAR
Diamond Island Convention &
Exhibition Centre
PHNOM PENH, CAMBODIA
jewelrytradefair.com/cambodia/2026
14 MAY
–
16 MAY
29 MAY
–
01 JUN
Australian Jewellery Fair
Adelaide Convention Centre
ADELAIDE, AUSTRALIA
jewelleryfair.com.au/ajf
JAPAN
International Jewellery Kobe
Kobe International Exhibition Hall
KOBE, JAPAN
ijt.jp/tokyo/en-gb.html
Shanghai International
Jewellery Fair
Shanghai World Expo Exhibition &
Convention Center
SHANGHAI, CHINA
fashionjewelryexpo.com/en
22 APR – 25 APR
Jewellery & Gem ASEAN
Bangkok
Queen Sirikit National Convention Center
BANGKOK, THAILAND
jewellerygemaseanbkk.com
JCK Las Vegas
The Venetian Expo
LAS VEGAS, USA
lasvegas.jckonline.com
20 | March 2026

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We all know that the
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April 19 & 20, 2026
OUR
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10 Years Ago
Time Machine: March 2016
A snapshot of the industry events making headlines this time 10 years ago in Jeweller.
Historic Headlines
March 2016
ON THE COVER
ENGELSRUFER
Editor’s Desk
The hell zone and art of greeting customers
In the digital age I think it has become
more important than ever to train your
staff on how to welcome, acknowledge and
address customers. It’s always been a bit
of an art form to read people to determine
what they like and then respond in the
appropriate way.
We have written before about the
importance of identifying different types
of buyers and learning how to deal with
various personality types on a daily basis.
There are many different customer
personalities and staff must help to get
them all through the store’s ‘hell zone’
first before they can begin to assess how
to handle them for maximum success.
Soapbox
Why I only use recycled metals
Unfortunately, the mainstream industry
isn’t interested in prioritising the eco
message so it’s up to a small number
of suppliers – and retail stockists of
those suppliers – that are slowly using
their branding and marketing to raise
awareness.
Even if one customer has an ‘A-ha!’
moment that the jewellery industry,
like so many others, has its own dark
practices then the mission is working.
It took a horrific incident like that for the
unethical practices to be exposed and I
pray it doesn’t come to that for jewellery.
Tanya Coelho,
Zefyr Jewels
Seiko opens first Australian store
Bangkok jewellery fair to undergo relaunch
Tiffany & Co strong Down Under amid global declines
De Beers, Rapaport enter diamond grading games
Nationwide Jewellers preps for 25th anniversary
JAA cancels jewellery design awards
The JAA Australasian Jewellery Awards,
considered one of the local industry’s most
prestigious accolades, will not be awarded this
year due to lack of support.
The Jewellers Association of Australia (JAA)
announced it would not hold the JAA Australasian
Jewellery Awards in 2016 as it had not been able to
acquire the necessary funding.
According to the JAA, it now intends to hold the
awards in 2017. This is the first time the program
has been cancelled since its launch in 1968 and,
until now, the awards have been consistently held
every two years.
This year would have marked the 24th edition of the
awards program, which is designed to recognise
and celebrate emerging and experienced jewellery
designers across Australia and New Zealand.
Melbourne fair attracts jewellers
from far and wide
Despite initial reservations, a change in location for
this year’s Australian Jewellery Fair didn’t appear
to deter serious buyers, with reports that many in
attendance had travelled from interstate.
The first jewellery trade show for 2016 was held
at the Royal Exhibition Building in Melbourne
from Saturday 27 February to Sunday 28
February, marking a return to Melbourne
after a number of years.
Traditionally hosted in Queensland, the first
fair for the year generally receives strong visitor
support, so the move to Victoria naturally left
people wondering how this would impact
visitor turnout.
While there was no denying that foot traffic
seemed to be down compared to the
Queensland location on previous years,
it was the old adage of quality over quantity –
retailers that were there were there to buy.
STILL RELEVANT 10 YEARS ON
"While not everyone is going to make a
buying decision straight away, stores that
do nothing to stay in front of people once
they hit the exit button are essentially
back at square one."
Jewellery retailer comes under
ACCC fire
A jewellery retailer has modified its practices
following an investigation by the Australian
Competition and Consumer Commission (ACCC)
into alleged two-price advertising.
According to the Jewellers Association of
Australia (JAA), the matter stemmed from a
complaint the association received in
December 2015.
The complaint, which was lodged by an industry
member, related to an unnamed regional
jewellery retailer in New South Wales that
was said to be part of a multi-store operation.
Based on the information provided, the JAA
Code Committee suspected the retailer was
possibly in breach of Australian Consumer Law
as well as the section of the JAA Code of Conduct
that relates to comparative price advertising,
otherwise known as ‘two-price advertising’.
Synthetic diamonds harder to
discern: GIA
GIA researchers say that a recently graded
synthetic stone – the largest of its kind to
be studied by the organisation – exemplifies
how quickly synthetic diamond technology is
progressing and the increasing importance of
identification.
The stone, which was examined at the
Gemological Institute of America’s (GIA’s)
New York laboratory, was supplied by Russian
manufacturer New Diamond Technology (NDT).
“Examination of this large [type] IIb synthetic
diamond, combined with those previously
reported from NDT, illustrates the rapid
progress in HPHT [high pressure, high
temperature] growth technologies,”
the GIA report stated.
READ ALL HEADLINES IN FULL ON
JEWELLERMAGAZINE.COM
22 | March 2026

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PRACTICAL COURSES
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Passionately educating the industry, gem enthusiasts and consumers about gemstones since 1945
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24 | March 2026
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learn@gem.org.au
www.gem.org.au

REVIEW
Gems
Australia: The stunning gemstones of Western Australia
Western Australia’s gemstone reputation has
long rested on its world-renowned fancy colour
diamonds from the Kimberley region, together with
pearls and pearl shell from the state’s northwest.
Diamonds and pearls have been covered in
previous pieces in Jeweller, so here we turn
to the less celebrated, yet equally fascinating,
array of secondary precious and ornamental
gem materials found across the state.
Among the classic gemstones, emerald occurs in
many small deposits, particularly in the Yilgarn,
Murchison, and Pilbara regions, and gem-quality
emeralds have been recovered from several of
these localities.
Emerald is the most coveted member of the beryl
group of minerals, though yellow, pink, and blue
beryls are also found, with specimens only rarely
of faceting quality.
In contrast to these relatively limited occurrences
of classic gemstones, Western Australia hosts
abundant resources of ornamental gemstone
material, much of it based on quartz and other
siliceous substances.
Crystallised quartz occurs in a wide range of colour
varieties, from colourless rock crystal to citrine and
smoky quartz, as well as amethyst in shades from
lilac to deep purple, often displaying striking colour
banding. Much of this material is prized by collectors
as crystal specimens; however, many pieces of
high quality have also been faceted.
Colourfully banded varieties of quartz and other
ornamental materials are commonly tumble
polished and fashioned into beads and other
jewellery items.
Other decorative gemstones popular with lapidaries
include varieties of microcrystalline quartz.
Those with some translucency, collectively known
as chalcedony, include agate, carnelian, onyx,
and chrysoprase.
Of these, chrysoprase commands the highest value
because of its attractive green colour, its global
scarcity, and its strong demand.
Geologically, chrysoprase is a material of the regolith
and is often found together with lemon and white
magnesite, creating vivid combinations of colour
and pattern.
Chrysoprase is sourced from several areas of
Western Australia, particularly within the Yilgarn
craton. Hard and durable, it takes a high polish.
High-quality chrysoprase from Western Australia is
exported internationally, especially to Asian markets,
and is used in high-end jewellery, distinctive
carvings, and other objects d’art.
Iron minerals, together with secondary iron
colouring in the form of patterns in many rocks,
have also produced several important ornamental
materials.
Mined from the vast iron-rich resources in the
northwest of the state, jasper and its associated
minerals provide a remarkable range of banded
materials in a wide palette of colours. Well-known
examples include tiger iron, tiger’s eye, zebra stone,
and mookaite.
Tiger iron is a distinctive ornamental stone sourced
from the Hamersley Basin. It is characterised by
complex banding in brown, red, and green hues,
interspersed with shimmering golden seams of
tiger’s eye. These patterns make tiger iron highly
sought after for jewellery and decorative purposes.
Zebra stone, from the Lake Argyle area near
Kununurra, is a soft sedimentary rock consisting of
extremely fine quartz particles along with mica and
clay minerals.
Its matrix is whitish, with regularly distributed redbrown
patches caused by enrichment with hematite.
Because of its relative softness, zebra stone is
generally stabilised before being fashioned into
ornamental forms.
Australia is the source of many of the world's
finest gemstones, including opal, diamonds,
sapphire, and pearls.
Western Australia’s diverse gemstone and ornamental materials
represent a rich source of beautiful jewellery gemstones.
Mookaite, from the Carnarvon Basin, is a very
fine-grained, fossiliferous siliceous sedimentary
rock notable for its range of colours, from creams
through browns to purples, and for its propensity
to form fascinating patterns.
New deposits of translucent orange-red common
opal, or fire opal, found in the Laverton area have
provided a new source of gemstone materials.
Other silica-based minerals of Western Australia
also provide a host matrix for native metals, such
as gold, and these materials are fashioned into
attractive pendants and other decorative items.
Rounding out this short list of ornamentals is
variscite. Western Australia is the only Australian
state to produce significant quantities of this
uncommon ornamental material.
Variscite is an attractive yellow-green to bluegreen
mineral, similar in colour to turquoise.
The material used by the jewellery industry is
sourced in the Gascoyne region, and at one location
the variscite uniquely contains particles of gold.
It is usually polished into cabochons together with
its matrix minerals, creating striking patterns for
use in jewellery.
Taken together, Western Australia’s diverse
gemstone and ornamental materials represent
a rich source of beautiful and interesting jewellery
stones, extending far beyond the state’s
better-known diamonds and pearls.
The information in this article was compiled
by the Western Australian Division of the
Gemmological Association of Australia (GAA).
For more information on gemstone and jewellery
courses, visit: www.gem.org.au
March 2026 | 25

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T’s & C’s apply.
• Assembling, setting and finishing on products designed, printed and cast in house
• Designing and remaking using your customers gold and gemstones into new pieces
26 | March 2026
AUSTRALIAN OWNED & MADE
For all wholesale queries and orders,
call us on 08 9367 7712
or email workshop@soklichco.com
103 Mill Point Road, South Perth WA 6151
soklichco.com

TECHNOLOGY ALIVE
CAD/CAM Magic
SAMUEL ORD explores the
influence of emerging technology
on the jewellery industry.
Boucheron
March 2026 | 27

CAD/CAM Magic | TECHNOLOGY ALIVE
GRAIN DE CAFÉ NECKLACE
CARTIER
BLOOMING SAKURA RING
JEWELLERY THEATRE
Over the past 15 years, few
developments have reshaped
the Australian jewellery
industry as decisively as the rapid
ascent of CAD/CAM technology.
It is remarkable to consider that, not so long ago,
Computer-Aided Design (CAD) and Computer-
Aided Manufacturing (CAM) were viewed with
caution and suspicion in the jewellery business.
As recently as the early 2010s, much of the trade
remained hesitant to embrace these emerging
technologies.
This was despite the fact that many other parallel
trades had done so decades before. A report
published by Jeweller in 2012 documented the
ongoing industry debate over whether this
technology represented a glowing opportunity
or a dire existential threat.
Indeed, compared with other manufacturing
sectors, jewellery has been notably slow to
adopt digital tools. At the time, some feared that
CAD/CAM would erode traditional craftsmanship
and undermine tried-and-true established
business models. Instead, the opposite occurred.
Widespread acceptance of emerging technology
was driven by forces that would otherwise seem
contradictory. One such example was the popularity
of branded jewellery. The branded jewellery boom
may have delivered strong sales volumes; however,
it compressed margins and intensified competition.
Retailers found themselves stocking the same
popular collections as competitors bound by
supplier pricing structures, and limited in their
ability to differentiate. At the same time, consumers
increasingly demanded ‘individualisation’
and ‘personalisation’ in jewellery products.
Consumers increasingly shifted away from massproduced
products in favour of pieces that reflected
identity and sentiment. For retailers, this created a
complex balancing act. Businesses were asked to
meet demand for custom work while maintaining
efficiency, profitability, and consistent production
standards.
The question became unavoidable: how could
independents reclaim margin and restore a sense
of uniqueness? As consumers sought individuality,
demand for bespoke design and personalised
services steadily increased. This trend accelerated
sharply during the COVID-19 pandemic.
AURAELIS RING
DAVID MORRIS
In this environment, CAD/CAM evolved from a
perceived threat to a strategic asset, equipping
retailers with the tools to reclaim control, rebuild
margins, and reassert their creative identity.
Custom-made jewellery may restore exclusivity;
however, it also introduces complexity. One-off
designs demand greater labour input, extended
consultation, multiple revisions, and intricate
manufacturing processes. All of these factors
may increase costs and delay turnaround times.
For retailers attempting to rebuild margin through
custom work, the risk was clear. Exclusivity
cannot come at the expense of efficiency.
This is where CAD/CAM software altered the
equation. By streamlining design, enabling
precise digital modelling, and reducing reliance
on time-consuming manual processes, the
technology allows jewellers to produce
complex pieces more quickly and accurately.
More importantly, it restores a measure of
commercial control over workflow, production
timelines, and margin. The industry’s changing
attitude toward digital tools begins to make
sense when viewed through this lens.
The urgency is amplified by structural
challenges within the trade. Australia’s
jewellery workforce is ageing, and
apprenticeship numbers remain insufficient
to replenish technical skills at the required
rate. At the same time, consumer appetite for
customisation continues to increase.
Last year, industry data suggested that three to
four weeks is considered an acceptable turnaround
time for a newly designed and manufactured piece.
Yet capacity is tightening. Three years ago, around
one-third (34 per cent) of retailers acknowledged
they were unable to meet that benchmark.
28 | March 2026

March 2026 | 29

CAD/CAM Magic | TECHNOLOGY ALIVE
PIERRES DE CARACTÈRE
VAN CLEEF & ARPEL
PINK DAISY RING
SICIS JEWELS
More recently, the situation has deteriorated
significantly, with 63 per cent reporting that they
cannot consistently deliver custom work within
four weeks. In this environment, technology
is no longer optional; it is operationally critical.
Against this backdrop, it is hardly surprising
that more jewellers are embracing emerging
BEETROOT & DRAGONFRUIT GARDEN RING
ANABELA CHAN
technologies and embedding new tools into
their businesses. Scientific and technological
advancement has reshaped virtually every retail
sector over the past two decades; the jewellery
industry, long cautious by nature, is no exception.
Retailers consistently report that CAD/CAM unlocks
design potential that was previously constrained by
time, labour, or technical limitations.
Complex designs can be explored digitally
before a single step is taken. For some, the
technology enables the creation of pieces that
would once have been dismissed as impractical
or simply unprofitable.
The commercial implications are significant. By
allowing designs to be broken down into precise
digital components, CAD/CAM streamlines
manufacturing and finishing without compromising
quality. Production becomes more predictable,
revisions more controlled, and material waste
more manageable. In turn, high-end and
custom-made jewellery is no longer the
exclusive domain of elite designers
with vast workshop resources.
Perhaps most importantly,
the psychological barrier
has shifted. Intricate designs
that once demanded
weeks, or even months,
of painstaking labour can
now be executed with
greater confidence and
efficiency. The result is a
recalibration of what is
commercially viable.
Finally, the consumer
benefits. Aspirational,
design-led jewellery
becomes more accessible,
while retailers retain the ability to
price competitively without eroding margin.
In a market defined by both individuality
and value sensitivity, that balance is powerful.
In the lead-up to last year’s International Jewellery
Fair, buying group Showcase Jewellers hosted its
design awards. Freedom by Kath Proszkowiec of
Enigma Jewellers in Newcastle took out the
CAD/CAM category.
For many retailers, one of the most commercially
valuable aspects of CAD/CAM is not simply
manufacturing efficiency, but communication.
The ability to present a precise digital render
before production begins fundamentally changes
the conversation about custom design.
As Proszkowiec explains, it reduces ambiguity,
builds client confidence, and minimises costly
revisions.
“As we are in the era of customisation and
personalisation, CAD/CAM is essential for our
businesses,” Proszkowiec tells Jeweller.
“Hand crafting is a beautiful skill and talent
which allows for artistic licence and ability to
re-use precious metals.
“CAD/CAM allows clients to be able to visualise
designs before they are brought to life and gives
designers such as myself the ability to be very
particular with intricate and detailed designs.”
Beyond new designs, CAD/CAM is also proving
invaluable in the restoration and reimagining of
existing jewellery. Heirloom pieces, often rich in
sentiment but complex in construction, traditionally
demand painstaking replication. Digital modelling
now offers a more efficient and precise alternative,
particularly when accuracy is paramount.
“CAD/CAM offers the ability to design jewellery
30 | March 2026

INVISIBLE VIOLET NECKLACE
BULGARI
Precision.
Care.
Trust.
Family-owned. Australian.
Supporting the jewellery trade for
40 years.
with multiple settings, and often many stones with different shapes
and sizes or with multiple precisely matched and calibrated settings,”
Proszkowiec continues.
“Old-fashioned or heirloom pieces can also be easily recreated using
CAD/CAM. This saves on labour costs and again ensures an accurate
remake of the original piece.”
Proszkowiec’s experiences mirror those of many other jewellers.
What was once considered a value-added extra has, in many stores,
become a basic expectation. As consumers become increasingly
accustomed to visual previews in other retail categories, the same
standard applies to fine jewellery.
Carlo Romeo of Carlo Romeo Jewellers in Perth tells Jeweller that
digital renders are simply business as usual in the contemporary
market, particularly given sky-high precious metal prices.
“CAD has now become the norm, as it’s an expectation that customers
can see the final product before we commence the manufacturing,” he
explains.
“It also gives us the ability to quote the job correctly, and with the price
of gold today, this has become more important.”
CAD/CAM isn’t just about speed; it’s about refinement. Digital
modelling allows jewellers to troubleshoot and optimise designs
before any metal is touched. As Joshua Rogers of Fairfax & Roberts in
Sydney explains, the technology reduces errors and ensures the final
piece meets both creative and technical standards.
“CAD is a very important tool for our business. Most of our pieces are
still handmade; however, CAD allows us the opportunity to see pieces
in 3D before committing precious metal and manufacturing time to a
project,” Rogers reveals.
DESIGN | 3D PRINTING | CASTING
REFINING | METALS
March 2026 | 31

CAD/CAM Magic | TECHNOLOGY ALIVE
BLUSHING WING NECKLACE
GÜBELIN
MONET BUTTERFLY PENDANT
ANNA HU
“We’re able to then optimise the designs before
handmaking the piece. It is also an extremely
helpful tool for the bespoke side of our business.”
At the same time, additive manufacturing, more
commonly known as 3D printing, has moved far
beyond its early industrial origins to become a
cornerstone of modern jewellery production.
While the technology began in the 1980s, its
adoption was initially confined to aerospace,
automotive, and medical sectors. Jewellery,
with its highly detailed and artisanal demands,
remained on the periphery for some time.
The real shift came in the late 2010s when
falling costs made 3D printing accessible to
DESERT FOX RING
LYDIA COURTEILLE
small businesses and independent jewellers.
Suddenly, the limits of custom-made design were
dramatically expanded.
The broader industrial momentum underscores
the technology’s potential. From bioprinted
implants to 3D-printed rocket engines, additive
manufacturing has proven its versatility and
reliability across industries. For jewellers, this
translates into tangible benefits: rapid prototyping,
efficient commissions, and smarter inventory
management. High-value, customised pieces can
now be produced faster, more accurately, and more
profitably than ever before.
Artificial Intelligence (AI) now represents the next
frontier in this digital evolution. While CAD/CAM
digitised manufacturing, AI is beginning to reshape
the design process itself. For time-poor retailers
balancing customer demand with tightening
workshop capacity, this capability is commercially
compelling.
AI-driven tools can also interpret customer
preferences, past purchases and visual references
to generate initial design concepts aligned
with individual taste. Rather than replacing the
designer, this technology functions as an intelligent
assistant. It accelerates ideation, reduces revision
cycles, and strengthens customer engagement at
the consultation stage.
Importantly, AI enhances predictability. By
simulating wearability, stress points and production
feasibility before manufacturing begins, jewellers
can refine pieces with greater confidence.
As with CAD/CAM before it, the value of AI lies not
in diminishing craftsmanship, but in augmenting
it. It’s about improving efficiency while preserving
creative authority and margin control.
As previously noted, industry research published
earlier this year highlighted the increasing
pressure on local jewellers to cater to the surging
demand for custom-made pieces.
That same report, unsurprisingly, found that almost
all (96 per cent) respondents anticipate the need
to provide substantially more hours of jewellery
manufacturing services in the next 12 months.
Looking ahead over the next three years, 70 per
cent of respondents forecast a need for 20 hours
or more of manufacturing services per week.
Facing these demand challenges, it seems
inevitable that jewellers, such as Proszkowiec,
will continue experimenting with technologies.
“Looking forward, with the ability reproduce an
item easily with CAD/CAM, the opportunity to
replicate cost-effectively allows us the opportunity
to grow and scale our businesses,” she says.
What was once regarded with scepticism has
become central to the commercial sustainability
of modern jewellery retail. CAD/CAM, 3D printing
and now AI are not displacing craftsmanship;
they are reinforcing it. It’s about providing the
precision, predictability and scalability required in
an increasingly custom-weighted market.
As labour constraints intensify and consumer
expectations continue to rise, technology offers
independents a pathway to protect margin, manage
workflow and even unlock creative potential. In a
trade defined by sentiment and individuality,
digital tools are no longer optional.
32 | March 2026

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34 | March 2026
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WHITE DIAMOND REPORT
Diamond Decisions
DIAMONDS IN TRANSITION
Does anything really last forever?
SAMUEL ORD details the multifaceted
challenges facing the diamond business.
De Beers
March 2026 | 35

Diamond Decisions DIAMOND REPORT
It’s set to be a momentous year
for the global white diamond
business.
The diamond landscape has consistently been
described as being in a period of sustained
‘recalibration’ in recent years, driven by shifts
in pricing, supply and demand dynamics, and
major swings in consumption patterns.
Indeed, it has been some time since the
diamond business was said to be stable.
As jewellers navigating a hotly contested terrain,
natural and lab-created diamonds are forced
to share centre stage, and the trade is almost
unrecognisable compared with a decade ago.
Market forces are compounded by evolving
consumer preferences, fierce debate over
marketing philosophy, and intensifying pressure
from the lab-created alternative,which now
commands meaningful share across key
categories.
For Australian jewellery store owners, the stakes
are immediate. Inventory, pricing strategy and
marketing are not defined by the certainties of
yesterday, but by how well retailers can navigate
a market in transition.
Writing for The Diamond Press, industry
analyst Avi Krawitz recently published a list of
predictions for the diamond trade across the
year ahead. His analysis touched on many of
the more literal market forces, such as supply,
demand, and pricing, while also acknowledging
more metaphysical issues, including consumer
preferences and marketing strategy.
As Krawitz noted, the diamond market has
endured ‘three punishing years’ leading up
to 2026, describing the impact of sustained
pressure across mining, manufacturing, and
retail.
“The combined impact of shifting consumer
preferences, retail dynamics, and weaker
demand is reducing diamond supply
requirements across the pipeline,”
Krawitz explains.
TAYLOR & HART
HARRY WINSTON
“Global diamond production fell to multi-decade
lows of around 100 million carats in 2025 and
is likely to remain near those levels in 2026 and
beyond. The diamond industry has long been
driven by volume, but the emphasis is shifting
toward extracting greater value from fewer
goods to reinforce the scarcity of diamonds.”
The analysis continued, as Krawitz suggests,
with jewellery store owners increasingly forced
to refine their strategic approach to diamonds.
For retailers, the challenge
is no longer simply stocking
the right product.
“That transition will accelerate in 2026, led by
retail jewellers confronting a strategic choice,
whether to pursue higher volumes of lowervalue
synthetics or position themselves around
higher-value natural diamonds,” he adds.
“Balancing both models will become
increasingly difficult, particularly for
independent jewellers, as each demands a
different pricing and sales approach and a
distinct value proposition.”
The sale of the De Beers Group, the world’s
largest supplier of diamonds, continues to hang
over the industry like a black cloud.The decision
to sell the company was initially announced in
May 2024 as part of a restructuring.
GRAFF
According to recent reporting, the De Beers sale
is progressing, with the timeline now dependent
on financing and market conditions, according
to CEO Duncan Wanblad. Angola, Namibia, and
various private sector entities have expressed
interest.
In February 2025, Wanblad stated that Anglo
aims to divest most of its 85 per cent stake in
De Beers by the end of the year. He noted that
finalising the process now depends on financing
amid a weakening diamond market; however,
expressed optimism that the sale could be
completed before the end of the year.
“I’m still hoping that it’s going to get done this
year,” Wanblad told reporters.
According to industry analyst Robert Bouquet,
the sale of De Beers is about much more than
the supply of diamonds, as the company has
been positioned as the de facto ‘leader’ of the
trade for decades.
“What remains to be seen is who the final
winner of this process will be - and with whose
actual money - and what it actually means for
the various parties, and then what the outcome
will mean for the rest of the diamond industry,”
Bouquet says.
“It is important to recognise that the relevance
of this issue far exceeds the actual market
share of De Beers due to its breadth of activities
outside of its core role of mining.
“With all that said, at the end of the day, Anglo
American wants to sell, and may be driven
to conclude a deal. The degree to which the
company is concerned with the broader future of
the diamond industry is unclear.”

NORMAN SILVERMAN DIAMONDS
Market volatility is only part of the story. The white diamond
category is contending with broader cultural and economic
forces that are proving equally disruptive.
Consumer preferences are evolving rapidly, and securing the
attention and loyalty of younger customers is increasingly
complex in a digital-first environment. Today’s consumers
are exposed to endless product alternatives and competing
narratives about value. The raw emotional dominance diamonds
once enjoyed is no longer guaranteed.
Lab-created diamonds continue to present a highly visible
alternative, particularly for price-sensitive customers, while
colour gemstones are benefiting from renewed interest in
individuality and self-expression.
At the same time, discretionary spending remains under
pressure. In Australia and globally, persistent cost-of-living
concerns have sharpened purchasing decisions, encouraging
consumers to scrutinise prices and postpone significant
commitments.
Beyond product competition, jewellers are also contending with
a generational shift toward experience-based spending, such
as travel, dining, and lifestyle purchases. This competes directly
with traditional milestones associated with jewellery purchases.
For retailers, the challenge is no longer simply stocking the right
product. It is articulating why diamonds deserve priority in an
increasingly crowded value equation.
Consumers are once again prioritising experiences over
products after COVID-19 interrupted the previous cycle of
experience-led spending. Travel, dining, and live events are
being emphasised, particularly across social media platforms,
fueling aspiration and imitation,” Krawitz explains.
“The trend transcends income brackets. Ultra-high-net-worth
consumers continue to showcase their access, from destination
dining and bespoke travel to courtside seats at marquee
sporting events.
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March 2026 | 37

Diamond Decisions | DIAMOND REPORT
DAVID MORRIS
DE BEERS
“At the same time, Gen-Z consumers are
channelling their discretionary budgets toward
adventure and experiences, becoming more
selective in how and where they spend on
luxury goods.”
Krawitz suggests that the surge in accessible
luxury, a key driver of sales increases over
the past few years, is losing steam, as buyers
become more selective and discerning.
“That shift has slowed the momentum of
affordable luxury, which helped propel the
broader luxury market in the immediate post-
COVID-19 period. In 2026, rising selectivity will
intensify and increasingly shape purchasing
behaviour in the jewellery market,” he reveals.
At the same time, lab-created diamonds are
steadily capturing an increasing share of the
market, a trend underscored by changing
consumer behaviour in the bridal sector.
A major survey of recently married couples
highlights the increasing acceptance and
popularity of lab-created diamond jewellery.
The 2026 Real Weddings Study, conducted by
wedding planning platform The Knot, surveyed
more than 10,000 US couples married in 2025.
Results revealed that 61 per cent of respondents
had purchased an engagement ring featuring
a lab-created diamond, a striking 239 per cent
increase compared with 2020.
This rapid uptake illustrates how lab-created
stones have moved beyond niche interest
and into mainstream purchasing decisions,
signalling both opportunity and disruption for
retailers navigating the white diamond category.
Diamond Foundry CEO Martin Roscheisen
summarised this sentiment in his contribution
to The Great Diamond Debate III.
“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,” Roscheisen suggests.
“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.
“The allure of diamonds holds; however, US
consumers do not care to pay to support foreign
miners for a product that is literally atomically
identical. These consumers see through the
marketing claims of supposed scarcity that have
never been true.”
Last year’s tension between the natural and
lab-created diamond camps spilled into open
dispute over marketing strategy, exposing deep
philosophical divides within the global diamond
industry.
At the centre of the controversy were a series
of high-profile campaigns from natural
diamond proponents that shifted from polished
messaging to bolder, more confrontational
tactics. Critics argued that these approaches
risked leaning on visibility from lab-created
stones and could alienate younger consumers
by relying on fleeting slang and directly naming
the competition.
“Balancing both models will become
increasingly difficult, particularly
for independent jewellers, as each
demands a different pricing and
sales approach and a distinct value
proposition.”
“The future of our industry depends on our
ability to protect what is real, not by attacking
others, but by elevating truth. Natural
diamonds are not just stones; they are symbols
of human progress and partnerships that build
education, healthcare, and independence.”
“It is important to recognise that the
relevance of this issue far exceeds the
actual market share of De Beers due
to its breadth of activities outside of
its core role of mining.”
Avi Krawitz
The Diamond Press
Feriel Zerouki
World Diamond Council
Robert Bouquet
Industry Analyst
38 | March 2026

DIAMOND REPORT | Diamond Decisions
GARRARD
STEPHEN WEBSTER
Others defended the shift as necessary to define
natural diamonds in contrast to alternatives and
protect the category’s emotional and economic
value.
A broader debate about identity, relevance, and
strategy in a market where lab-created stones
are now mainstream has emerged, with the
right narrative becoming a strategic imperative.
Marketing will undoubtedly remain a hot topic in
2026 after the signing of the Luanda Accord,
a global natural diamond marketing initiative.
The diamond industry now recognises that
demand will not rebound without coordinated
marketing support, prompting a renewed focus
on promoting the category.
Funding for the Natural Diamond Council
(NDC) is set to increase, with a portion of
commitments made under the Luanda Accord
expected to be delivered.
Despite the noise, there is little evidence to
suggest that the enduring allure of natural
diamonds is on the verge of disappearing.
Through a range of challenges, natural
diamonds have retained cultural, emotional
and symbolic weight that extends beyond
simple product economics.
They remain closely tied to life milestones,
including engagements, anniversaries, and
generational heirlooms, in a way few luxury
goods can replicate.
While price competition and alternative
categories may reshape buying patterns,
rarity, geological origin and long-standing
social meaning underpin their appeal.
For retailers, the task is not to defend a fading
category, but to reinforce and clearly articulate
what has always made natural diamonds
distinct.
Outgoing Natural Diamond Council CEO David
Kellie says that when turning to history, lessons
about the unshakable appeal of diamonds are
self-evident.
“The French Crown Jewels, witnesses to royal
splendour and the Napoleonic reappropriation,
embody the symbolic power and cultural
influence of natural diamonds.
“They remind us how much this precious
stone has marked our collective memory and
continues to inspire contemporary creation,”
writes Kellie.
“From there, diamonds spread across cultures
and continents, symbolising eternal love, power,
and enduring value. For centuries, natural
diamonds have been woven into human culture,
from royalty to cinema, fashion to sports.
“They have a timeless brilliance and
versatility that transcends trends. Diamonds
commemorate life’s milestones, and their value
remains from one generation to the next.”
World Diamond Council CEO Feriel Zerouki
echoed this sentiment during her contribution to
the Great Diamond Debate III and suggested that
while the market is facing a period of disruption,
the powerful relationship between diamonds and
people will stand the test of time.
“A natural diamond is the result of deep
time and human craftsmanship. It is finite,
irreplaceable, and filled with story.
“It carries the weight of history and the light
of emotion, passed down through generations,
tied to personal and national milestones, from
economies to emotional connections, Zerouki
explains.
“The future of our industry depends on our
ability to protect what is real, not by attacking
others, but by elevating truth. Natural diamonds
are not just stones; they are symbols of human
progress and partnerships that build education,
healthcare, and independence.
“They prove that business and purpose can
coexist, and that development rooted in integrity
endures far beyond trends.
“Nature has already made her point. A billion
years in the making, under unimaginable
pressure, she created perfection. That is the
story worth telling, the story of something real,
rare, and enduring. That is nature’s mic drop.”
Indeed, natural diamonds have weathered
disruption before, and their cultural and
emotional resonance remains deeply
embedded in the jewellery sector.
While market dynamics may evolve, rarity and
symbolism continue to anchor their appeal.
For retailers, confidence in that enduring
narrative may prove just as important as
pricing strategy in the years ahead.
March 2026 | 39

THE WATCH REPORT
Colour & Craft
Is it time for change? SAMUEL ORD dives
into evolving trends in the watch industry.
Timex x Jacquie Aiche
40 | March 2026

COACH
The watch industry has always moved in
cycles of disruption and stability, propelled
forward by innovation while remaining
anchored by tradition.
Few industries illustrate this never-ending tension more clearly.
Landmark shifts, including the Quartz Revolution, the rise of digital
timekeeping, and more recently, the era of smartwatches, have
provoked permanent changes in consumer expectations.
At the same time, the enduring appeal of mechanical craftsmanship
and heritage-inspired designs continue to ground these products in
familiarity and trust.
For Australian jewellery retailers, watch products are an opportunity
and a risk. Watches are no longer simple instruments of time;
they are fashion statements, status symbols, fitness tools, and,
increasingly, extensions of lifestyle. Some of these shifts represent
genuine structural changes; others are seasonal swings in taste.
Popular topics of discussions, including colour palettes, case sizes,
and dial design, often recede as quickly as they arrive. With that said,
it’s always important to be mindful of the tide, lest we get washed
away.
As another new year gathers pace, fresh currents are again
reshaping the watch market. Watches remain in constant motion,
and the challenge for retailers is not just to identify what is new
and popular, but also to understand which trends may sustain
enduring momentum.
Could the coming year bring about a so-called ‘colour revolution’?
Some industry experts certainly feel that may be right around the
corner. A shift from safe, monochrome dials to vibrant hues speak to
the enduring appeal of individuality and personality in adornments.
Across price points, deeper greens, powder blues, pastels and even
bold yellows and reds are emerging as standout choices, not just
niche experiments. Brands, from mainstream to luxury, are leaning
into expressive shades to differentiate products and appeal to styledriven
consumers.
For jewellery store owners, stocking a range of colour-forward pieces
may just meet increasing demand from consumers who see watches
not just as tools, but as expressive accessories.
Make time yours.
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OLIVIA BURTON
Australia’s Longest
Operating Watch Brand
ClassiqueWatches.com
Become a stockist today
02 9290 2199
42 | March 2026
“While black and white will likely continue to be the single most
popular colours, their overall share of the market is steadily declining
as more diverse colours come to the fore on people’s wrists,” writes
Michael Sonsino for Oracle Time.
“Tudor’s Blue Flamingo, Rolex’s pistachio Oyster Perpetual, the
Seiko 5 Sports x Pink Panther, even the majority of stone dial
watches – the most talked about watches from across 2025 have
all been bright and colourful.”
“I don’t see any reason for the expansion of colourful dials to slow
down in 2026. A lot of watches are already in a handful of options
that normally include black, white and blue at a minimum, so it won’t
take much for that to start encompassing green, red, pink and other
popular colours.”
The report continues by suggesting that for fans of colourful
watches, the coming year might be a time of celebration. While
the classical black and silver styles won’t vanish overnight, an
increasing array of choices is available for both retailers and
consumers who prefer variety.
“It’s no surprise, therefore, that while black continues to be
the single most popular colour, its overall place in the colour
landscape is shifting as a greater diversity of colour comes to the
fore,” Sonsino continues.
“The following colours are experiencing a growth in popularity year on
year: blue, green, silver, champagne, pink, orange, red. These colours
are remaining stable year on year: purple, bronze, yellow, salmon,
grey, and mother-of-pearl. These dial colours are seeing a decline
year on year: ivory, specialised, brown, diamond, white, black.”
Tools or jewellery?
The wristwatch began first and foremost as a tool. It was a precision
instrument that put timekeeping on the wrists during a time when
clocks and pocket watches once dominated.
That practical purpose anchored the category for decades: diver
watches measured elapsed time at sea, aviator chronographs
tracked flight segments, and military-grade timepieces helped
coordinate vital operations.
As everyday life became less focused on manual timekeeping, as
products became increasingly affordable and accurate time became

RAG & BONE
ubiquitous, the need for a watch purely as a tool diminished. Even
today, younger consumers increasingly see watches as fashion items
or expressions of personality rather than strictly functional devices.
Most people don’t need a watch to tell the time in a world where a
smartphone does that job effortlessly; instead, they seek pieces that
perform a function, make a fashion statement, or signify status.
“This may be a bold prediction to kick things off with, but 2026 will be
the year the watch becomes jewellery. Not in the sense of ostentation
– that era is passé – but as an object of refined adornment,” writes
Ash Longet of Watchonista.
“Manufacturers are rediscovering gem-setting as horology’s haute
couture. Stones are no longer oversized statements but lattices
framing diminutive movements. Moreover, the distinction between
lab-grown and natural stones continues to vanish.
“For collectors with one eye on wearability and the other on investible
rarity, this renaissance of elegance recalls the great Art Deco pieces
of the 1930s.
“The connoisseur question we think brands will be answering in
2026 is simple: Why choose between a bracelet and a watch when
one can be both?”
This evolution is clear in both product development and consumer
behaviour. Traditional mechanical and hybrid watches carry heritage
and craft value, while smartwatches and connected wearables
speak to lifestyle and convenience — blurring the old divide between
technical tool and wearable jewellery.
So long smartwatches?
Recent reports suggest that a significant shift away from
smartwatches may be well and truly underway. Luxury brands are
reportedly retreating from the smartwatch segment, with most
discontinuing updates to pre-existing lines.
High-end companies, including TAG Heuer, Hublot, Montblanc,
and Louis Vuitton, entered the wearables market alongside Apple,
Samsung, and Garmin. However, as of 2025, only TAG Heuer
updated its luxury smartwatch line, according to a report by the
New York Times. Oliver R. Müller, founder of Swiss consultancy
LuxeConsult, described the luxury smartwatch market as dominated
by mass-market players, making it hard for brands to compete.
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Colour & Craft | THE WATCH REPORT
“The war is over. It’s a niche, loss-generating
business with no emotional context and no
prospects,” he said.
“The train has left the station, and it’s now
out of reach. They remain in perpetual
development to meet consumer demand for
new technology. The end effect is margins
are rarely positive.”
Short product life cycles, high research
costs, and low margins are said to severely
undermine profitability. According to Müller,
smartwatches have significantly affected
traditional watchmakers, especially in the
entry-level segment.
Swiss watch exports have declined by about half
since 2015, with lower-priced watch volumes
dropping sharply during the same period.
“The impact was devastating for the Swiss watch
industry, because smartwatches were offering
usefulness with functionalities that no conventional
watch can compete with,” he explained.
Among leading brands, TAG Heuer remains the
leading proponent in this category. Antoine Pin,
the brand’s former chief executive, described the
Connected smartwatch primarily as a customer
acquisition tool.
“The Connected reaches clients who might not
choose traditional watches. It represents a singledigit
percentage of our business, but it helps
attract new customers to our stores,” he explained.
Andrew McUtchen, founder of Time+Tide, noted
that there is no clear hierarchy or high-status tier
within the smartwatch category.
“There’s no such thing as a high-status
smartwatch. It’s a democratised object, devoid of
hierarchy. It’s a category that struggled to stick,
and success is elusive,” he explained.
DANIEL WELLINGTON
Time to go
FURLA
Early concerns that smartwatches would eclipse
or erase traditional timepieces appear to have
been alleviated. As major brands shift focus back
to mechanical craftsmanship and away from
wearable technology, it would seem evident that
smart devices have found their own lane – fitness,
connectivity, and convenience – away from the
needs met by traditional watches.
For Australian jewellery retailers, the message
remains the same as with every other passing
season – the watch category exists in a constant
state of recalibration.
Colour is no longer a fringe experiment or
seasonal flourish; it has become a commercial
opportunity. From deep greens and ice blues
to warm champagne and muted pastels, dial
variation is driving repeat purchases and
appealing to customers who already own an
everyday piece. For independents, that creates
an opportunity to encourage collection-building
rather than one-off transactions.
At the same time, perceptions of watches have
evolved significantly. For many consumers,
particularly younger buyers, a wristwatch is
less about necessity and more about identity.
Smartphones have absorbed the functional
role of timekeeping. What remains is
symbolism - craftsmanship, status, style
and sentiment.
In that context, watches increasingly
sit alongside fine jewellery rather than
electronics. They are worn to express
taste, mark milestones, and elevate
outfits. Perhaps most telling is the broader
industry’s direction.
Heritage, finishing and design narrative are once
again the selling points. For bricks-and-mortar
jewellers, this signals stability. The future may
include technology; however, enduring value lies
in products that emphasise artistry, colour and
emotion and not just connectivity or practicality.
44 | March 2026

International
Jewellery Fair
AUGUST 22-24, 2026
ICC Sydney Darling Harbour
Where trends are
set. Where the
future takes shape.
Define, Connect, Elevate.
Discover more at www.jewelleryfair.com.au/ijf or scan the QR code
Proudly supported by
Organised by
March 2026 | 45

ADVERTISING FEATURE
Earrings Buying Guide
AUSTRALIAN DIAMOND
TRADING CORPORATION
adtc.com.au
Diamond hoop earrings available in 18-carat
white or yellow gold. Each hoop is set with
a continuous row of emerald-cut diamonds,
channelled to maximise fire and linear brilliance.
Timeless yet modern, these versatile hoops offer
architectural refinement, ideal for both elevated
daywear and evening glamour.
BIANCA EARRINGS
SAPPHIRE DREAMS - SAMS GROUP
sapphiredreams.com.au
The Bianca earrings showcase a beautiful
arrangement of Australian sapphires and
white diamonds in a petite drop design, with
a statement sapphire as the focal point.
These earrings are wearable and stylish,
adding a subtle pop of colour to any look.
BUYERS CATALOGUE
EARRINGS
That Wow
Are your customers looking to make a big
statement, or searching for some subtle sparkle?
For either option, and everything in between,
review Jeweller's buying guide.
BLUSH MISHA EARRINGS
PINK KIMBERLEY - SAMS GROUP
pinkkimberley.com.au
An 18-carat white and rose gold
pair of earrings featuring lustrous
Australian South Sea pearls. Accented
with Argyle pink diamonds set within
the rose gold caps and finished with
diamond-set white gold hooks, these
earrings offer a refined balance of soft
colour and timeless elegance.
Bold and sophisticated, the Blush Misha Earrings are a
striking statement of timeless glamour. Featuring rich,
emerald-cut Australian sapphires framed by a double halo
of natural Argyle pink diamonds and brilliant whites, these
18-carat rose and white gold earrings radiate with refined
confidence. A celebration of strength, style, and modern luxury.
ELLENDALE DIAMONDS
ellendalediamonds.com.au
An 18-carat white and yellow gold pair
of earrings showcasing fancy yellow
diamonds framed by halos of round
brilliant cut white diamonds. Suspended
below are luminous Australian South Sea
pearls, creating a classic composition of
vibrant colour, sparkle, and sophistication.
An 18-carat white and yellow
gold pair of earrings featuring
a graceful, flowing design. Set
with a line of champagne Argyle
diamonds along warm yellow gold
curves and finished with round
brilliant cut white diamond accents,
these earrings express elegant
movement and refined contrast.
46 | March 2026

BUYING GUIDE | EARRINGS THAT WOW
ELLENDALE DIAMONDS
ellendalediamonds.com.au
An 18-carat white and yellow gold pair
of circular stud earrings featuring a
half-and-half design set with round
brilliant cut white diamonds on one
side and vibrant yellow diamonds on
the other. The open halo form creates
a modern balance of contrast, colour,
and radiant sparkle.
An 18-carat white and rose gold
pair of drop earrings featuring
articulated diamond-set
geometric forms. Each section
is pavé-set with pink diamonds
from the Argyle Mine and framed
by round brilliant-cut white
diamonds, creating a striking
combination of colour, brilliance,
and contemporary elegance.
An elegant pair of 18-carat
yellow gold drop earrings
featuring elongated opals, each
crowned with a delicate cluster
of Argyle white diamonds. The
warm gold setting enhances
the opal’s soft play of colour,
while the diamond accents add
a subtle brilliance. Graceful
and feminine, these earrings
offer timeless sophistication.
FURLA
DESIGNA ACCESSORIES
designaaccessories.com.au/furla
Bold yet refined, these gold-tone stainless steel hoop
earrings reinterpret iconic Furla silhouettes. A luminous
pearl-inspired accent adds a touch of softness, bringing
modern elegance to a timeless, wearable design. Complete
the look by pairing it with other pearl-inspired pieces in
Furla's jewellery collection, also in a necklace, bracelet
and stud earrings for a harmonious, polished style.
GLAJZ
glajz.com
18-carat gold earrings featuring
pear-shaped Madagascar blue
sapphires of 9.00 and 8.90 carats.
The stones have been Gübelin-
certified no heat. The gemstones are
framed by 140 diamonds totalling
1.26 carats in an elegant drop.
GLAJZ
glajz.com
18-carat gold earrings set with
twin shield-cut diamonds totalling
6.15 carats, E and F colour GIA,
plus 2.26 carats of pear, oval,
marquise and round diamonds,
and Argyle pink diamond accents
for luminous, sculptural elegance
everyday glamour.
GLAJZ
glajz.com
18-carat gold earrings with a total of
11.90 carats of large rich champagne
colour diamonds and an additional 3.58
carats of white diamond haloes to create
a warm, opulent piece for connoisseurs
of coloured diamond luxury.
March 2026 | 47

EARRINGS THAT WOW | BUYING GUIDE
GOLD MOLTEN CASCADE
BAR CLIMBERS
ANIA HAIE - DURAFLEX
dgau.com.au/ania-haie
For the romantic soul who treasures life's
delicate moments. Each piece features
a graduated row of molten bezels set
with cubic zirconia stones, flowing into a
waterfall of dangling stones that cascade
into a luminous teardrop.
GUESS
DESIGNA ACCESSORIES
designaaccessories.com.au/guess
This delicate design from GUESS
Jewellery blooms with intrigue.
Colourful crystals and graceful floral
accents adorn these 24mm gold-tone
hoops for a beautifully feminine finish.
Perfect worn alone or paired with the
matching necklace and bracelet.
HUG THIN TAP
ATHAN WHOLESALE JEWELLERS
athan.com.au
A best-selling style defined by its tapered
design, these huggies offer a refined
silhouette that sits neatly on the ear.
Available in both 9-carat and 18-carat
gold, they’re a versatile, dependable staple
for retailers seeking classic, wearable
pieces with broad customer appeal.
KIMBERLEY VAGABOND EARRINGS
PINK KIMBERLEY - SAMS GROUP
pinkkimberley.com.au
The Kimberley Vagabond Earrings feature a dazzling
interplay of Argyle pink and white diamonds set in
18-carat rose and white gold. With a graceful sweep of
sparkle, these earrings exude elegance from every angle,
perfect for elevating evening wear or adding a statement
to refined day looks. A bold expression of modern luxury.
HOOP EARRINGS WITH
ZIRCONIA STONES
THOMAS SABO - DURAFLEX
dgau.com.au/thomas-sabo
These hoop earrings made of 925 sterling
silver perfectly showcase the clear, sculptural
design language. Two sparkling white zirconia
stones, one in the cushion cut, the other in a
striking trilliant cut, are harmoniously set into
the gently rounded front and catch the light
with every movement.
LAB DIAMONDS BY DGA
DURAFLEX
dgau.com.au/diamonds-by-dga
Wear these simply beautiful
lab-created diamond earrings in
9-carat yellow/white gold for a
more socially and environmentally
responsible piece of jewellery.
48 | March 2026

BUYING GUIDE | EARRINGS THAT WOW
ROSEFIELD
DESIGNA ACCESSORIES
designaaccessories.com.au/rosefield
A twist on a timeless classic, these modern
pearl circle stud earrings by Rosefield are
designed to elevate any look. Each radiant
pearl is encircled by sparkling Swarovski
crystals, adding subtle brilliance and
depth. Made from durable 316L stainless
steel with 14-carat yellow gold plating,
these earrings are a versatile and elegant
addition to any jewellery collection.
ROUND HUGGIES
ATHAN WHOLESALE JEWELLERS
athan.com.au
SILVER PAVE SHRIMP STUD
HOOP EARRINGS
ANIA HAIE - DURAFLEX
dgau.com.au/ania-haie
These huggie hoops feature a dome
meticulously paved with rows of brilliant
cubic zirconia stones. Engineered for a
seamless, comfortable fit that feels as
good as it looks. Effortlessly catch the
light from day to night with a radiance
that's both bold and refined. For the
woman who shines on her own terms.
A consistent best-seller, these classic round
huggies offer timeless appeal and everyday
wearability. Available in 9-carat and 18-carat
gold across yellow, white and rose finishes,
they provide retailers with a refined, versatile
staple suited to a broad customer base and a
dependable addition to any jewellery range.
SMALL RED HEART STUD
EARRINGS
THOMAS SABO - DURAFLEX
dgau.com.au/thomas-sabo
Small but full of feeling: these delicate
ear studs in 925 sterling silver express the
language of love in a timeless form. The
focus is on two sparkling heart-cut garnet
red zirconia stones – set in a classic prong
setting that perfectly captures the light.
SPRING COLLECTION
SOKLICH & CO.
soklichco.com.au
Discover the exquisite Spring Collection,
a radiant showcase of colour gemstones
inspired by nature’s awakening. From
vibrant pinks and greens to oceanic
blues, each piece captures the essence
of spring in luminous yellow gold and
brilliant diamonds.
YARA EARRINGS
SAPPHIRE DREAMS - SAMS GROUP
sapphiredreams.com.au
TWO-TONE SPARKLING
STUD HOOP EARRINGS
ANIA HAIE - DURAFLEX
dgau.com.au/ania-haie
The Yara Earrings showcase a refined arrangement of
striking princess cut Australian sapphires, each carefully
selected for its rich colour and exceptional clarity. Set in
a sleek channel setting, the sapphires are separated by
sparkling white diamonds, creating a balance of brilliance
and depth. Crafted with precision and attention to detail,
this design offers a modern yet timeless aesthetic.
Statement and refined, these stud
hoops showcase a striking dual-ring
construction, pairing a substantial silver
hoop with a smaller, Pave-set gold hoop
for a bold contrast. The chunky, sculptural
form makes a confident statement while
remaining comfortable for all-day wear.
March 2026 | 49

BUSINESS
Strategy
You don't have to gamble to hit the
customer experience trifecta
In an increasingly competitive retail market, your customer service must be top-notch.
SHEP HYKEN reveals the most common issues and how to resolve them.
Lately, I’ve been monitoring my customer
service experiences with the businesses
I do business with a little more closely
than usual.
Some companies are still betting that a
100 per cent AI-fueled self-service option
can replace live interactions. In almost
every case, these companies are wrong!
A lack of training or poor hires is a
function of how the company operates
and not the fault of customer service
agents trying to do their best.
I’ve made numerous calls to airlines,
mobile phone carriers, electronics
companies, and more. I’ve found that
people are typically friendly and do
their best to support me.
To clear my conscience, I admit that
my recent call to my cable provider
was tense because of my frustration
with a faulty router; however, that brief
conversation was my fault, not theirs.
I was obviously upset with the product,
yet the employee remained calm and did
everything she could to resolve the issue.
In that case, she gets an A for effort,
attitude, and knowledge.
I find that when it comes to customer
service issues, it’s not the people causing
problems; it’s the system.
I hear so many people complaining about
customer service; however, in many cases,
it’s not the people. It’s the system. Some
of the reasons customers complain about
customer service or experience due to
broken or poorly created systems are:
• Hard-to-find contact information
for customer support.
While most websites provide information
about customer support, sometimes it’s
not clearly visible. When a customer wants
to contact you, don’t add to their frustration
by making it difficult.
• Inability to connect with someone
from customer support.
• Self-service options are not provided.
Just as some companies make the error of
going ‘all in’ on digital self-service support,
some businesses don’t provide any
self-service options. Some customers
demand the option; otherwise, they will
choose to do business elsewhere.
• Self-service options are provided,
but don’t offer a solution.
While this alone can be frustrating,
imagine if the self-service is not working
and the company makes it difficult or
impossible to connect to a live person.
This is adding fuel to the fire.
• Long wait or hold times without
the option of a call-back.
In this day and age, it is very inexpensive
to add a feature that informs the customer
how long their hold time will be, with an
option to return a call when it’s their turn.
• Even if you bother to leave a message,
nobody returns the call.
If one option for customer support is to
leave a message, the expectation is that
the company will respond. And, I’ll add
that it should be done in a timely manner.
Many businesses are falling short of this
humble benchmark.
• Staff are poorly trained in service.
One might argue that poorly trained staff
are a ‘people problem’ and not a system
problem; however, I disagree.
Often, bad
experiences
with businesses
are rooted
in internal
friction and
broken or
poorly designed
systems, rather
than frontline
behaviour by
staff.
What can you do?
Sit down with your staff and use this list of
common issues to ignite a brainstorming
session. Discover if your business is
guilty of any of these, or potentially
other, systematic failures. The first step
is awareness, and the second is to take
action and fix whatever is broken.
Often, bad experiences with businesses
are rooted in internal friction and broken
or poorly designed systems, rather than
frontline behaviour by staff.
During my customer service workshops,
we do an exercise we call the ‘Moment
of Misery Grid’. The short version is that
participants are asked to write down
all the complaints they hear and how
often they hear them. We then list
them in order, with the most common
complaints at the top.
It always surprises me when someone
says, “We hear this all the time.” I then
ask, “Why?” If you hear it all the time,
why haven’t you done something about
it? The next part of the exercise is to
discuss ways to eliminate or at least
mitigate the problems.
Before we go further, I recognise that
some businesses already have this dialled
in. This exercise seems obvious; however,
many are surprised by the responses.
They know there are problems, but they
can’t always tell you how often they
happen, or what they cost.
50 | March 2026

So, let’s take this concept to the next
level. Instead of how often we hear
about the same problems, consider
this question: How often do we find
ourselves fixing the same problem
two or more times for a customer?
It’s one thing to have many customers
calling and complaining about the
same problem. If you can eliminate the
problem, consider how much time, effort,
and funds could be put toward more
productive opportunities.
But when a customer has to call you
twice or more for the same issue, this
unnecessary call wastes time and energy
for both the company and the customer.
How often does this happen? Just as
many businesses have a goal and a metric
for first call resolution, there should also
be metrics for the number of calls and the
amount of time required to resolve
the same issue.
You’re looking to answer at least five
questions:
• How often do we fail to resolve the
customer’s issue the first time?
• How many times do customers
contact us after the initial contact
for the same problem?
• How long did it take to finally resolve
the customer’s issue?
• What’s the average time it takes to
finally resolve the problem?
• How long would it take if it were
solved on the first call?
That last question may be the most
important metric. This will tell you how
much time and money were spent
because you couldn’t resolve the
problem on the first call.
The point is that, just as you look to
eliminate problems overall, you should also
look for ways to eliminate the second, third,
or fourth call for the same problem.
If customers are calling you twice for the
same issue, the problem isn’t the customer.
It’s the system, so fix it! Every repeat call
that is eliminated yields dividends in time,
money, and customer goodwill. And that’s
what a great customer service experience
looks like: fixing problems once, not
apologising for them twice!
Customer service trifecta
If you go to the horse track, you can place a
bet known as the trifecta. This is where you
correctly predict which horses will finish
first, second, and third, and in the specific
order. The payout is typically big because,
while it’s simple in theory and easy to
explain, it is a hard bet to win.
Here’s a bet you can always win- taking
care of your customers. And when you do it
right, you hit the trifecta:
• First: The customers will return
to your business.
• Second: Customers who come back
will typically spend more every time.
• Third: Customers who return will also
recommend you to friends and family.
We love it when customers do our
advertising and marketing for us. So,
how can we define taking care of your
customers?
Here’s a simple definition: Taking care
of your customers means consistently
delivering on what they
expect, in a way that’s easy, respectful,
and reliable every time.
So, let’s break down the important words
within this definition.
Consistently: The experience must be
predictable and consistent. Consistency
creates confidence. Confidence creates
trust, which leads to repeat business and,
ideally and ultimately, customer loyalty.
COMMON
CUSTOMER
SERVICE
ISSUES
Hard-tofind
contact
information
When a customer
wants to contact
you, don’t add to
their frustration
by making it
difficult.
Inability to
connect with
someone
Don't make it
difficult for a
customer to
speak with a staff
member.
Long wait
times without
the option of a
callback
It is very
inexpensive to
add a feature
that informs the
customer how
long their hold
time will be and
includes an option
to return a call.
Even if you
bother to leave
a message,
nobody
returns the
call
If one option
for customer
support is to leave
a message, the
expectation is
that the company
will respond.
Expect: Customers want you to meet their
expectations. If you consistently – there’s
that word again – meet those expectations,
you don’t leave your customers hoping
for more. And occasionally, you can go
‘above and beyond’ when the opportunity
presents itself.
Easy: This is a matter of convenience.
Customers love doing business with a
company or business that is easy and
convenient.
Respectful: In addition to treating
customers with respect, also acknowledge
their time. Wasting someone’s time is a
sign of disrespect.
Reliable: This goes along with consistency
and expectations. The product must do what
the customer paid for. No matter how good
the service is, if the product doesn’t work,
even the friendliest customer service won’t
get customers to come back.
When a customer chooses to do business
with you, there’s an agreement. They give
you money in exchange for a product or
service, and they expect you to take care of
them as I’ve defined it.
It may seem like common sense, and it
is; however, that doesn’t mean it’s easy
to implement. You need all employees on
board with this simple concept. Everyone
must understand how they contribute
to the concept of customer care.
Do that, and you’re not gambling.
You’re betting on a sure thing.
You’ll hit the trifecta!
SHEP HYKEN is a speaker and New
York Times and Wall Street Journal
best-selling author who works with
companies to build loyal relationships
with customers and employees.
Visit: hyken.com
March 2026 | 51

BUSINESS
Selling
The modern sales game: Turning lions into lambs
You must not let unhappy customers ruin your day.
GEORGANNE BENDER provides a thorough guide on dealing with sour characters.
Consider the following scenario:
You smile as you unlock the front door
of your jewellery store, ready to greet
the hordes of happy customers who
will visit you today.
Then reality hits you in the face when an
angry customer demands satisfaction.
Welcome to modern retail! Everyone
seems to be in a bad mood. We are a
product of the world that we live in.
Those cranky customers can be anyone.
We’ve all been not-so-nice customers at
one time or another.
Most sour customers are just nice
people who are having a really bad day;
you just happen to be the one they decide
to take their frustrations out on.
If you’re in the retail business, then
unhappy customers are a daily fact of life.
When faced with one, you can choose to
react or to respond.
If you merely react, the customer will
most likely stay unhappy; however,
if you choose to respond in a concerned
and professional manner, you can
turn that raging lion of a customer
into a loyal lamb.
Understand that an angry customer may
be reacting to what they imagine will
happen when they present you with a
problem.
This is part of the emotional baggage
every customer brings with them to your
store. If the customer is a complete jerk,
do yourself a big favour and get them off
the sales floor and into a private area.
Whatever the circumstances within
your jewellery store, the following five
principles will serve you well.
1. Allow the customer to get the
problem off their chest.
When customers are unhappy about
something, they tend to rehearse what
they are going to say over and over on the
way to your store. By the time they get
there, their anger is at its peak.
If you try to fix the problem without first
letting the customer vent, they are likely to
wait for a break in the conversation
and start telling their story again.
Offer your hand and introduce yourself.
Using the customer’s name tends to
have a calming effect.
Listen carefully and attentively to the
customer’s entire story and don’t
interrupt! Stay calm.
You set the tone for the rest of the
conversation. Finally, offer a courtesy
apology, even if you’re not responsible
for the issue.
2. Ask questions to help determine
what you should do next.
When you ask questions, people think
you care about them, and they will
respond more positively.
Ask the customer open-ended questions
that cannot be answered with a simple
“yes” or “no”. You start with saying,
“When did you first notice this problem?”
Open-ended questions require the
customer to talk, which is a good thing
because it helps them slow down and
refocus. Smile, make eye contact, and
nod as the customer tells their story.
3. Ask the customer what they
would like you to do for them.
Most customers are not unreasonable;
they just want you to fix the problem.
Ask, “What would you like me to do
for you today?”
Then tell the customer exactly what
you will do on their behalf.
Take responsibility. If it’s a problem
you can fix on the spot, then fix it.
Customers don’t
expect you to be
perfect; however,
they do expect
you to fix things
when they go
wrong.
If the problem requires further action on
your part, explain the steps you will take
and tell the customer when you will get
back to them.
And make sure that you follow through!
4. Take it one step further and
‘do one more thing’ for the customer.
That one more thing is an olive branch that
you offer in good faith. It doesn’t matter
what you offer; it’s the gesture that counts.
A small gift card, a free cleaning or even
an inexpensive gift will work wonders.
5. Follow up to make sure
the customer is satisfied.
According to The Technical Assistance
Research Programs Institute (TARP),
up to 70 per cent of unhappy customers
will do business with you again, and up
to 95 per cent will return if you fix the
problem quickly.
It’s in your best interest to follow up.
A simple call, text, or better yet, a
handwritten note will do the trick.
Don’t take it personally!
Sometimes that’s easier said than done;
however, remember you are not the cause
of the customer’s frustration.
Don’t expect to win them all. Do your best
not to let an angry customer ruin your
entire day or affect the next customer.
Make sure everyone in your business
understands how to handle an unhappy
customer.
Host a staff meeting using this article as
the agenda. Ask your employees to think of
a situation involving an unhappy customer,
then ask what they did to resolve the
problem.
Customers don’t expect you to be perfect;
however, they do expect you to fix things
when they go wrong.
Solving their problems is proof that your
jewellery store is a trusted partner.
It’s that trust that will keep them coming
back for more.
GEORGANNE BENDER is a retail
strategist, author and consultant.
Learn more: georgannebender.com
52 | March 2026

BUSINESS
Management
Saving time with AI is the wrong idea
Are you losing the human touch? DAVID BROCK encourages
you to keep your mind fresh and free from the shackles of automation.
Nearly all of the ‘hot tips’ and other
insights around AI focus on the time
it will save you and your business.
It seems we all want AI to do the job
for us so we can spend our time on
something else.
We are almost exclusively focused on one
metric: efficiency. We have tools that draft
emails in seconds, summarise hour-long
meetings in bullet points, and generate
endless reports.
The idea is that if AI can do the work for
us, we save minutes here and there,
eventually accumulating hours that we
can divert into more productive tasks.
With that said, I believe ‘saving time’ is
the wrong goal entirely. In fact, it might
be a trap.
When we view things like writing and
thinking as mere ‘tasks’ to be completed,
we miss the underlying reality about how
human cognition works. Writing is not just
a means of transmitting information; it is
critical to generating understanding.
When we outsource the work, we don’t
just lose the friction of the task; we lose
the cognitive benefits that come with it.
Consider writing an email that stands out,
managing meetings on your calendar, or
updating a customer database.
The AI ‘efficiency geeks’ would consider
this drudgery and a waste of time.
They would offer to automate it; however,
in that process, it loses all meaning to
the targets of these activities and to us.
When we look at what happens when
you write an email, we see something
different. You stare at the blank screen.
You force yourself to think about the
person you are addressing, what has
happened, what they care about, how
they might react, and the response you
hope to provoke.
This is what cognitive scientists call the
‘Theory of Mind’, the ability to simulate
another person’s mental state. The time
you spend struggling to write is not
wasted. It is an attempt to connect with
meaning, building trust and confidence.
That ‘thinking-doing-writing’ loop is where
the foundation of building the relationship
is established.
If you prompt an AI to “write a high-impact
note,” you get the message instantly,
and it’s probably not bad!
However, you bypass the internal thinking
about how to connect most effectively
with someone. You have the output,
but you have lost the meaning.
In research into how our brains interact
with tools, psychologists distinguish
between Cognitive Offloading and
Cognitive Scaffolding.
Cognitive Offloading occurs when we use
a tool to skip the effort entirely. It’s the
‘GPS Effect’: because we no longer have
to navigate, our ability to build mental
maps disappears. We become slaves to
simple instructions.
When we use AI to generate our thoughts
for us, we are offloading our critical
thinking. We risk losing the ability to
navigate complex situations because
AI is doing the thinking for us.
Cognitive Scaffolding is different. This
is using a tool to support higher-order
thinking, allowing us to explore things we
may have never been able to do before.
This is the most important shift. We are
currently using AI to avoid thinking when
we should be using it as a compass to set
our direction, while maintaining the ability
to find the most effective route.
If the point isn’t to save time, what is it?
It seems we all
want AI to do
the job for us so
we can spend
our time on
something else.
It should be to amplify the quality of our
thoughts. And through this, magnifying
the meaning and impact to those with
whom we seek to engage.
Here is what that looks like in practice:
Don’t outsource the draft! The
‘Generation Effect’ in psychology shows
that we remember and understand
information better when we generate it
ourselves. Write your own messy first
draft and struggle with the logic. That
effort results in your brain building new
neural connections.
Use AI for the critique. Once you have done
the hard work of thinking, then bring in the
AI. Ask it: “What counterarguments am I
missing?” or “Where is my logic weak?”
or “What metaphor would make this
clearer?” Take that input and finalise what
you are doing.
In this model, you aren’t saving time. In
fact, you might be spending more time.
But the result is not just a generic email or
a bland article; it is a rigorous, pressuretested,
synthesised idea. And the impact
of that extra effort and time will stand out!
The danger of our current AI focus is
that it treats our cognitive struggle as
a time waster, something that makes
us inefficient. It amplifies our ability to
engage others in high-impact ways.
If we let AI do the work for us, our mental
capability will atrophy. Over time, our
ability to understand and connect with
meaning declines. While we end up
with a surplus of time, we experience
a deficit of meaning. The real power of
this technology isn’t found in how many
minutes it saves us, but in how much
deeper it allows us to go.
Let the AI organise your calendar and
sort your data. But when it comes to
articulating who you are and what you
think? Keep the friction. That’s where
the humanity is. Isn’t that what business
and selling are really about? Humans
connecting with humans to achieve
shared goals.
DAVID BROCK is CEO of Partners
In Excellence, a global consultancy
focused on helping organisations
engage customers more effectively. He
writes at partnersinexcellenceblog.com
March 2026 | 53

BUSINESS
Marketing & PR
Crafting a winning digital marketing plan
For jewellery businesses, digital marketing doesn’t need to be complicated.
SARAH SMITH YKORUK provides a bulletproof plan to boost sales online.
As a new year begins, it’s the perfect
moment to evaluate your past digital
marketing performance and define
clear marketing objectives for the
months ahead.
Consistent SEO work helps you reach
customers who are actively searching for
engagement rings, bridal jewellery, and
fine jewellery in your market — online and
in-store.
In this article, we’ll explore key
components of a holistic digital marketing
plan tailored to your jewellery store.
Begin by clearly defining the identity
of your jewellery store. What values,
story, and aesthetic does your business
represent? A deep understanding of your
business’ unique personality and key
differentiators will guide every marketing
decision you make.
From there, you can consistently
communicate what makes your store
exceptional across your website and social
media channels, ensuring a cohesive and
memorable online presence. If you’ve
already begun shaping these foundations
in previous years, now is the ideal time
to refine them further and sharpen your
marketing message.
Elevate your store’s online presence
Investing in a visually striking, mobilefirst
website that truly captivates your
customers will elevate your jewellery
store’s online presence.
The e-commerce experience your
business provides should showcase highresolution
photography and video that
capture the fire, detail, and brilliance of
your collections, while guiding customers
effortlessly from homepage to checkout.
Treat your website as your ‘flagship’
storefront in the digital world, elegantly
expressing the beauty, craftsmanship,
and personality of your jewellery store.
Expand your social media presence
Connect with your audience on visually
driven platforms like Instagram,
Pinterest, Facebook, and TikTok.
Use these channels to spotlight your
most captivating pieces with high-quality
photography, reels, and short-form videos
that highlight detail, and on-trend styling.
Engage thoughtfully with followers in
the comments and direct messages,
join relevant conversations in your local
communities, especially those dedicated
to weddings and engagements, and treat
social media as a key touchpoint.
Use it to nurture loyal fans and driving
traffic back to your website and in-store
experience.
If you are just getting started in digital
marketing, focus on one or two key
platforms, and commit to consistently
optimising and engaging on them, rather
than spreading your efforts across too
many channels.
Implement email marketing
Strengthen long-term relationships with
your customers through thoughtful,
well-planned email marketing.
Consistent newsletters can highlight new
collections, limited-time promotions, and
exclusive behind-the-scenes content,
keeping your audience inspired, informed,
and eager to return.
Email marketing remains one of the most
effective ways to reach your audience.
Create targeted email campaigns that
offer exclusive discounts, bridal tips,
and updates on new products or services.
Wedding planners can recommend your
business to their clients, giving you direct
access to potential customers. Consider
offering special packages or discounts to
these collaborators to incentivise them
to promote your store.
Optimise for SEO continuously
Strengthen your jewellery store’s visibility
in search results by investing in ongoing
search engine optimisation (SEO).
Refine your product descriptions, meta
tags, and on-site content with keywordrich,
customer-focused language so your
collections appear more prominently on
search engine results pages and attract
qualified organic traffic.
Investing in
a visually
striking,
mobile-first
website that
truly captivates
your customers
will elevate
your jewellery
store’s online
presence.
Encourage customer reviews
Invite your happiest customers to share
their stories through detailed reviews and
testimonials.
When potential customers see authentic
feedback about your service, craftsmanship,
and in-store or online experience, their
confidence in purchasing fine jewellery from
you increases significantly.
Feature these testimonials prominently
on your website, Google profile, and social
media channels to build powerful social
proof that reinforces your business’ quality
and trustworthiness.
Conclusion
A holistic digital marketing plan for your
jewellery store involves a combination of
online and offline strategies that work in
harmony.
It doesn’t have to be any more complicated
than what has been outlined in this article.
Connect with your audience on visually
driven platforms and use these channels to
showcase your most captivating pieces with
high-quality content.
Strengthen long-term relationships with
your customers through thoughtful, wellplanned
email marketing and improve your
jewellery store’s visibility in search results.
Finally, encourage your customers to share
their stories through detailed reviews and
testimonials to help spread the word about
your business and what it can do.
By defining your business, leveraging
digital platforms, and engaging your
audience across multiple channels, you can
build a strong, enduring presence in the
competitive world of jewellery retail.
Craft your brilliance and let your holistic
marketing plan illuminate the uniqueness
of your jewellery store.
SARAH SMITH YKORUK is director
of Client Relations at GemFind Digital
Solutions Visit: gemfind.com
54 | March 2026

BUSINESS
Logged On
Make your website great in the age of AI
Is your website overdue for an overhaul?
THOMAS YOUNG reveals the secrets to keeping your business front of mind.
AI is changing marketing, and websites
must adapt. Your website’s success
is greatly impacted by how people
use AI technologies to research and
find businesses. AI is also shortening
expectations, as people demand quick
results from websites.
In this article, you will get key insights
needed to make your website successful
in the age of AI. You will learn why
understanding user intent is critical,
how to structure your content so it
connects with how people search today,
and why a strong technical foundation
matters more than ever.
Websites must shift from static,
brochure-style content to interactive
experiences that better serve your
customers. As AI delivers more answers
directly in search results, you will see
fewer overall website visits; however,
people who do land on your website
are often more serious customers.
People are no longer simply typing
keywords into Google and scrolling
through a list of website links. They’re
asking questions and expecting instant,
accurate answers from AI tools.
This shift has big implications for how
websites function. A great website today
isn’t just well-designed and optimised
for keywords. It needs to be clear,
conversational, structured and backed
by real expertise.
Step 1: Optimise your website content
Most websites are still written for the
business and not the visitor. Pages
filled with vague claims like ‘innovative
solutions’ don’t help people and don’t
perform well in AI search.
Modern search tools understand user
intent, which means your content should
reflect what people are trying to solve
or learn.
Service pages should speak directly to
specific customer needs and decisions.
Break down what you do, who it’s for, and
the outcomes. Resource pages should
provide clear, straightforward answers
to common questions.
FAQs, blog posts, and downloadable
guides are all opportunities to match real
user queries.
Your website resources should enhance
their quality of life. About pages should
highlight the unique people and processes
behind your business. AI tools are pulling
these pages into summaries more often,
so make sure they tell your story clearly.
Step 2: Make your content clear
Both people and AI tools prefer clear,
easy-to-scan content. Long, dense
paragraphs make it harder to find
answers. Instead, use headlines that
reflect what people might search for.
Break content into short, digestible
sections that get to the point quickly.
Add bullet points to highlight key
information. Create FAQ pages in the
same language your customers use
when describing their problems.
So much of AI search is conversational.
The more content we have in that tone,
the more likely it is to appear in AI results.
Step 3: Showcase staff and expertise
One of the biggest shifts we’re seeing is
that AI tools are paying closer attention to
who is behind the content.
Anonymous blogs and generic “team”
pages don’t give AI or potential customers
much to work with. Your website must
clearly show the real people driving your
company's success and highlight their
leadership in your industry.
Build advanced biography pages that tell
a complete story — including professional
experience, leadership perspectives,
personal interests, and the type of work
each person contributes.
People are
no longer
simply typing
keywords
into Google
and scrolling
through a list
of website links.
They’re asking
questions and
expecting instant,
accurate
answers from
AI tools.
Help AI connect the dots between
content and expertise and build trust
with readers who want to know the
people behind the business.
Step 4: Build a strong foundation
Even the best content won’t perform if
your website is technically weak.
A strong foundation helps AI tools
effectively understand and reference
your website in common queries. This
includes the following on your website:
• Clear and organised navigation
• Accurate title tags, meta descriptions,
and headers
• Fast load times and mobile optimisation
• Clean and crawlable site architecture
Many of these fundamentals aren’t new;
however, AI has raised the bar on how well
you need to execute them.
Step 5: Focus on quality visitors
Because AI can answer many questions
before someone ever clicks through to your
website, each visitor is more qualified than
ever. The people who do make it to your
website are further along in their buying
process and more likely to convert and
reach out to your sales staff.
AI isn’t replacing websites; however, it’s
changing what they need to do, and fast.
A website that was ‘good enough’ a couple
of years ago may no longer meet the
expectations of search engines, AI tools,
or the people using them.
For many small and medium-sized
businesses, this doesn’t mean
starting over. It’s about revisiting
the fundamentals, making expertise
more visible, and adding the technical
and interactive elements that help AI
understand and elevate your content.
AI is moving quickly; however, the core
principles of clarity, trust and real human
expertise are what make the difference.
THOMAS YOUNG is CEO of Intuitive
Websites. He has more than 25 years’
marketing and sales experience.
Visit: intuitivewebsites.com
March 2026 | 55

My Bench
Marieon Cunningham
• AGE: 26 • YEARS IN TRADE : 2 • TRAINING: Certificate 3 in Jewellery Manufacture • FIRST JOB: Graphic designer
FAVOURITE GEMSTONE
Garnet or Alexandrite.
FAVOURITE METAL
Sterling silver.
FAVOURITE TOOL
Barrette needle file.
BEST NEW TOOL DISCOVERY
Not necessarily a recent discovery, but the
laser welder definitely comes in handy.
BEST PART OF THE JOB
Getting to create.
WORST PART OF THE JOB
Polishing!
BEST TIP FROM A JEWELLER
Measure twice, cut once.
BEST TIP TO A JEWELLER
Hire me!
BIGGEST HEALTH CONCERN ON THE BENCH:
Sniffing too much flux.
LOVE JEWELLERY BECAUSE
I love how so much work goes into
something so small.
56 | March 2026

March 2026 | 57

OPINION
Soapbox
Opal is having its moment - will we step up?
Cometh the hour, cometh the industry. RUTH BENJAMIN-THOMAS discusses
the importance of capitalising on the global popularity of Australian opal.
Australia’s enchanting and captivating
national gemstone, opal, is undergoing
a generational shift in perception.
What was once dismissed as a tourist
curiosity is now embraced by leading
designers worldwide. Recognition of
Australian opal far outweighs any
campaign run by an individual company.
The appetite is there, and the opportunity
for Australian jewellers is immense.
The real question is whether we are
prepared to meet it.
Global distribution of the television
program Opal Hunters, the rise of
YouTube channels, including my own,
and the continued use of Australian opal
by elite jewellery brands year after year
have repositioned the gemstone in the
luxury conversation. This is not nostalgia,
and it is not novelty. It is a sustained
demand from sophisticated markets.
International designers understand
something that Australians have often
overlooked. Opal offers differentiation
in a sea of standardised colour.
While sapphires, aquamarines, and
emeralds are traded within relatively
predictable colour parameters, opal
resists uniformity. No two gemstones
are alike. That individuality is not a flaw;
it is its greatest commercial strength.
Historically, opal has been considered
difficult to sell in retail environments.
It requires explanation, confidence,
and knowledge. For many retailers,
consistent education has simply not
been available; however, that is changing.
The development and increasing
global acceptance of a recognised
opal classification framework has laid
the foundation for clarity and confidence
in the trade.
From this work has emerged the
Gemmological Association of Australia
Opal Course, and soon the CIBJO Opal
Guide, launching in September. These
are not minor milestones, they represent
the formal recognition of opal within
international gemmological standards.
For retailers, this means additional tools.
The benefits of language and structure
are immense. Importantly, it means the
ability to sell opal with authority rather than
hesitation. This generational shift is more
than a framework; it’s a matter of values.
Younger consumers are driven by
authenticity and personalisation.
They are wary of mass production and
performative branding. They want objects
with story, provenance and individuality.
What could be more personal than an opal
that will never be repeated again in nature?
Each gemstone carries its geological history,
its own play of colour and personality.
Opal encourages conversation, and it draws
people in. It creates emotional connection
and rewards curiosity.
Several years ago, British Vogue named
Lightning Ridge black opal the most ethical
and sustainable gemstone. It is mined by
individuals, often family operations, using
small-scale methods. The supply chain
is short, and the stories are real. In many
cases, origin can be stated with certainty
without the need for a laboratory certificate.
In a world increasingly shaped by artificial
intelligence, digital manipulation and
complex global supply chains, opal
stands apart as something elemental and
grounded. It cannot be engineered into
uniformity, and it resists standardisation.
Consumers today are drawn to what
might be called the ‘hyper niche’.
They want to belong to communities built
around genuine knowledge and shared
fascination. Opal offers exactly that.
It creates collectors, not just customers.
Anyone can signal ‘luxury’ and ‘status’
through a logo. Consumers can see
through it. Not everyone has the
confidence to choose a one-of-a-kind opal.
Within these opportunities lies a
responsibility. If Australian retailers do not
actively engage with opal’s resurgence,
we risk watching international markets
capitalise on our own national gemstone
while we hesitate on the sidelines.
This is where industry representation
becomes critical. The Australian Opal
Association, alongside organisations such
as the Lightning Ridge Miners Association,
advocates for the long-term health of the
trade. Ours is a small industry, fragmented
by geography and traditionally individualistic
in culture. That independence has shaped
our character; however, it has also limited
our collective influence.
Securing a seat at the table in discussions
with the government on trade is not easy
for an industry of our size.
Younger
consumers
are driven by
authenticity and
personalisation.
They are
wary of mass
production and
performative
branding.
They want
objects
with story,
provenance and
individuality.
Yet these decisions directly affect miners,
wholesalers, manufacturers and retailers.
Recent developments in global trade have
placed Australian gemstones firmly within
international negotiations. If we are not
organised and visible, we will not be heard.
The opal business often flies under the
radar; however, its influence extends far
beyond what is captured on paper.
It supports regional communities, and
it underpins export income. It contributes to
Australia’s reputation for unique resources.
Encouragingly, just as consumer perception
of opal is evolving, so too is industry
leadership. A new generation of miners,
suppliers, and retailers is stepping
into representative roles. The diversity
visible within the broader community is
increasingly reflected in our associations.
Collaboration is replacing isolation;
however, representation requires support.
As we navigate a shifting geopolitical,
economic, and social landscape, opal offers
retailers a rare commercial advantage.
It allows you to step away from
commoditised products and return
to what jewellery is meant to be:
an expression of emotion, individuality,
and human connection.
Australia’s gemstones, opal, sapphire and
pearl, are currently in the international
spotlight. Opal, in particular, is experiencing
renewed global attention. This moment will
not last forever.
If we want Australian opal to remain not
just admired, but understood, protected
and properly represented, the industry
must stand behind the organisations
doing that work.
Support is not abstract. It means
membership, engagement, and participation
in advocacy when trade, tariffs and policy
decisions are being made.
Opal is having its moment. The opportunity
is real, and so is the demand and global
attention. Now the question is whether we,
as an industry, will rise to meet it together.
Name: Ruth Benjamin-Thomas
Business: Australian Opal Association
& Black Opal Direct
Position: President & Managing Director
Location: Queensland, Australia
Years in the industry: 25
58 | March 2026

story
teller
2026 jewellery trend
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60 | March 2026