Live DiAmoND Try oN

October 2009
Now Available at iPhone App Store
Live DiAmoND Try oN
CAM SERVICES
Leave the manufacturing to Us!
New Catalogs Available for the Holiday Selling Season
Item #66364
$15 MSRP
Item #66365
$55 MSRP
Say Yes to Great Value . . .
Stuller gives you more ways to say Yes to your customer. From new styling and timesaving techniques to
value-added services and innovative selling tools, we always strive to supply exactly what you need to meet
the demands of a changing industry. Say Yes with Stuller’s customized solutions, alternative choices, and
24/7 availability on stuller.com. Stuller. The beauty of it all.™
CONTENTS
contents
OCTOBER 2009
Issue #817
sTullER & indusTRy nEws
6
new catalogs findings, metals & finished jewelry
7
new evp of supply chain meet danny Clark
8
what’s hot/new maltese crosses
9
what’s hot/new tahitian pearl earrings with diamonds
fEaTuREs
16 Black & White Diamonds
with Pearls
10
Red Box Diamonds® stuller showcase
11
Black Box Gemstones® new, agate cameo
12
diamond facets creating customer dialogue
13
store strategy profiting through change
15
CAM services technology takes center stage
TREnds & fashiOn
17
pearls & swirls exciting style; exceptional value
18
winter’s color palette phantasmagorical
21
dramatic flair black & white jewelry trend strengthens
22
stuller studio service bureau
23
sea sprite prototype selling system available
On our cover: Ensemble Featuring Pearl Ring
67407 (Mounting 6435), Earring 67409
(Mounting 84593) and Pendant 67408
(Mounting 84592).
stuller.com
20 Swirly Filigree-Look
Styles Strong Sellers
OCTOBER 2009
your resource 24/7 for everything you need to
run a successful business!
w w w. s t u l l e r. c o m
| ThE sTullER sTandaRd | Fun. Family. Forever.
Ne w iNter ac tiv e k i o s k
creates beauti f u l fa m i ly J e w e l ry
You can help your customer build a unique piece of jewelry that will be treasured forever, simply
because they had a part in creating it!
our new Design family Jewelry kiosk is:
• profitable and requires no inventory.
• customer-oriented, so you can sit with the customer while they design their jewelry.
• flexible, offering three customizable jewelry categories: engravables,
family jewelry or stackables.
• easy for sales staff and customer interaction.
Design Family Jewelry Kiosk Options
Finished, Customized Family Jewelry
make your customer’s next jewelry purchase special using our new
Design family Jewelry kiosk by calling 800.877.7777, ext. 428.
EDITORIAL
notes from Matt
challenging times force
us to rethink the way we sell jewelry. At
our inaugural Owner’s Conference in July,
we introduced solutions designed to help
independent retail jewelers lower inventory
costs while raising profitably levels. One of
those solutions, our prototype selling systems,
is sure to help your business do just that this
holiday season.
Our prototype selling systems allow you to
extend your inventory without the costs usually
associated with filling your showcases.
Our newest system, The Gemstone Jewelry
Collection, features the affordability of
prototype samples, set with genuine gemstones,
and gives your customers the opportunity
to try on each piece they choose. And, as
always, our speedy, next-day delivery and
customization options are available through
Stuller Studio.™
In addition to the aforementioned, we offer a
broad selection of selling systems including:
gemstone, wedding band, anniversary band,
journey diamond jewelry, family jewelry,
Sea Sprite™ and many more. Each system
comes complete with an attractive display and
supporting marketing materials.
Combine the use of our selling systems with the
capabilities of Stuller Studio,™ and you may
eliminate the need for investing in additional
inventory this holiday season. Let Stuller help
you say “yes” to your customers with our new
prototype selling systems.
matthew g. stuller, sr.
CEO, FOundER and PREsIdEnT
ProDUct management contribUtors
ceo, foUnDer anD PresiDent
Matthew G. Stuller, Sr.
chief oPerating officer
Jay Jackson
eXec. VP, merchanDising & marketing
Harold Dupuy, G.G.
eXec. Director, marketing serVices
Kerry Hand
eDitor in chief
contact Us
stullerstandard@ stuller.com
www.stuller.com
Stuller Standard Magazine
P.O. Box 87777
Lafayette, LA 70598-7777
800.877.7777
337.262.7785 fax
Miriam Werquin
[email protected]
staff contribUting writers
Keri Barousse
Lori Carter, Mgr.
Leslie Dumatrait, D&G Asst. Marketing Manager
Ramona Gautreaux, D&G Marketing Director
Randi LeBlanc, PR
Susan Kiefer
Design
Maria Viator
PhotograPhy
Maggie Hidalgo
Noelle White
John Rowland
Marie Vest
ProDUction
Maureen Benjamin
Shannon Guidry, Mgr.
Yolanda Laviolette
Stephanie Pellerin
Lori Bouillion
Brenda Landry, Mgr.
Robert Lawson
Kisha Thompson
contribUting writers
stUller stanDarD online
Trenton Bolfer, Mgr.
Kim Thibodeaux, Mgr.
Ron Domingue
[email protected]
Kathleen Blanchard, Diamond Fashion
Nathan Button, Findings
Chookie Diaz, Metal Fashion
Vanessa Calais Jones, Moissanite Finished Jewelry
Dottie Lukaszeski, Metals
Eleanor Lipps, G.G., Bridal
James Louviere, Symbolic
Mary Mouton, Mountings
Denise Quebedeaux, Color Fashion
Troy Racca, Tools
Sandi Segura, Packaging & Display
Virginia Stuller, Stuller Pearls
Kelly Courville, Gemstones
Jim Wright, Findings
Jodi Venable, Tools
Xathena Carter, Diamonds
Emmy Kondo
Hedda Schupak
eDitorial aDVisory boarD
Danny Clark, EVP, Supply Chain
Linus Cortez, EVP, Finance
Bob Cox, EVP, Sales
Chuck Bowman, VP, Mountings
Elizabeth Brehmer, VP, Findings
Michael Clarke, VP, Finished Jewelry
Joe Orlando, VP, Gemstones
Darrell Warren, VP, Tools & Supplies/Metals
Stanley Zale, VP, Diamonds
© 2009, Stuller, Inc. All rights reserved.
Stuller, Inc. is a Diamond Trading Company (DTC) Sightholder.
OCTOBER 2009
w w w. s t u l l e r. c o m
| ThE sTullER sTandaRd | NEWS
new Catalogs available soon!
Findings, Metals & Finished Jewelry Books Provide Fresh New Products for Holiday Selling
Our newest catalogs include The Findings
Collection, the Metals Book, the Finished
Jewelry Catalog and the D&G Catalog. We
featured the D&G Catalog in the September
issue of the Stuller Standard. Here are our
newest tools for your store.
The Finished Jewelry Book, Vol. 78.
•Introduction of alternative metal
products – steel, titanium and ceramic
•Prototype/low cost selling system options
for many merchandise categories
•Effective marketing services support
programs
•More than 2,000 new findings are
featured.
The Metals Book, Vol. 76.
•New and improved user-friendly look
•New products including yellow-gold
filled items, expanded laser wire
selections and Preform sizing stock
options
The Findings Collection, Vol. 74.
•Innovative Stuller technology including
metal mold and expanded 18kt and
platinum product offerings
•The new, taller size and plastic dust
cover allow for more convenient use
and extended catalog life.
•All-inclusive product detail charts
•Technical data designed to make your
job easier
•Improved selection of X1 white gold
•New and improved user-friendly look
Have all your selling tools in place this
holiday season!
THE FINDINGS
COLLECTION
FOR JEWELRY MAKERS
The Finished Jewelry Collection
Findings Collection
for Jewelry Makers
The Metals Book
The Finished Jewelry Book
news from Jewelers Vigilance Committee
JVC Launches Electronic Newsletter
JVC recently launched eNews&Views, a new electronic newslet-
NRC Not to Take Enforcement Action
The Nuclear Regulatory Commission has notified JVC and Ameri-
ter available for JVC members on JVC’s website –www.jvclegal.org,
can Gem Trade Association (AGTA) that they will take no action
Members Only Section.
against licensees, importers and distributors or others who imported or
JVC’s expanded eNews&Views, replaces JVC’s printed newsletter
sold irradiated gemstones in the United States during 2001-2007, when
and contains important information and updates to help jewelry
no NRC licensed entities operated in the U.S. Three entities in the
retailers, manufacturers and distributors protect their businesses
US have since been granted appropriate NRC licenses.
from risk. It includes links to additional legal compliance informa-
Initial importers and distributors bringing gemstones subject to
tion on JVC’s web site. eNews&Views is the latest addition to JVC’s
electronic irradiation into the US require an NRC license. Gemstones
Members Only Section.
covered by these rules include irradiated diamonds, tourmaline and
“eNew&Views is crammed with important legal compliance
information pertaining to the manufacture, sale and marketing of
fine jewelry AND lots more. With the click of the mouse, JVC
other forms of blue topaz, beryl and kunzite that have been exposed to
irradiation.
Douglas Hucker, AGTA’s chief executive officer, said: “AGTA con-
members can access eNews&Views articles and supplementary
tinues to help its members and the jewelry industry comply with NRC
information. eNews&Views and the Forms Bank are the newest ad-
rulings. The association strives to protect the integrity of the industry
ditions to the extensive inventory of free information, guidance and
and to ensure that consumers can purchase irradiated gemstones safely.”
products available to JVC members in the Members Only section
Visit www.jvclegal.org to join JVC, to download the easy-to-
on JVC’s website. We encourage members to take full advantage
understand, “The Essential Guide to the Trade in Irradiate Gem-
of their JVC membership and all of the information, services and
stones,” or for more information. You can also download the guide
products JVC provides,” says Cecilia Gardner, JVC president, CEO
on AGTA’s website at www.agta.org.
and general counsel.
| the stuller standard | www.stuller.com
OCtOBer 2009
NEWS
supply Chain Veteran tapped as eVP
Clark’s Addition Key to Company’s Just-in-Time Model
George (Danny) Clark, Jr. is our new executive vice
president of the supply chain division.
“His demonstrated success in operations, merchandising,
real estate, services, strategic planning and execution led to
“Clark joins our team with 25 years of management
experience, where he was at the vice president level for 15
years with electronics giant Circuit City,” says Matthew
his role as executive vice president and president of multistore sales at Circuit City,” says Jackson.
“Clark directed operations for the 675-store chain,
Stuller, CEO, founder and president. “The effective
and his background includes financial management,
management of our supply pipeline for raw materials,
process development, talent development and change
components and all we need to remain the industry’s most
management,” Jackson added.
innovative manufacturer and supplier has always been a
key part of the success of our just-in-time model.”
Stuller COO Jay Jackson says the addition of 50-year-old
Clark and his wife Michelle, a Lafayette native, have four
children. While at Circuit City, he actively participated in
the Boys & Girls Clubs of America.
Clark solidifies the DTC Sightholder’s management succession plans.
FTC Enforces Red Flags Rule in effect since
January 1, 2008, will require jewelry
‘Red Flags
retail businesses to implement a
Identity Theft written Identity Theft Prevention
The goal of such a
Rule’ Nov. 1! Program.
program is to prevent thieves from
Effective November 1, 2009, the
JVC Develops
Compliance Guide
for Jewelry Industry
stealing identity information for
fraudulent purposes.
Financial institutions and
creditors must comply. Under the
law, companies who offer credit to
their customers, either though in
house financing, branded credit card programs or layaway facilities or
any other credit arrangement must comply. Jewelry businesses that only
accept credit cards as a form of payment are not considered creditors
and, therefore, do not have compliance obligations.
The rules require a business covered by the rule to establish a
written program designed to detect “red flags” indicating an attempt
to steal identity information and to put in place a program to prevent
such thefts. This program must be integrated into the daily operations
of your business and can be tailored to the risks your credit program
presents. Examples of “Red Flags” include alerts from a credit reporting
company about suspicious identification documents or activity on the
internet that indicates an attempt to access identification information
by an unauthorized third party.
Said Cecilia Gardner, JVC’s president, CEO and general counsel:
“The FTC’s new regulations require businesses that extend credit to
institute a written Red Flag policy program to help to identity and
prevent ID theft through credit arrangements.
“JVC’s website – www.jvclegal.org – will include information and
updates about the new Red Flags regulations. In addition, JVC is
OCtOBer 2009
developing an easy-to-use Red Flags compliance program on CD
for jewelers that have to comply with these regulations. The CD
will include forms and templates for jewelers to customize and adapt
for their individual businesses. The CD will be available for sale at
a modest cost on JVC’s site. JVC members can purchase the Red
Flags CD and all JVC products at deep discounts. JVC’s expert legal
compliance team will be available to answer jewelers’ questions.”
Visit JVC’s website – www.jvclegal.org – for more information
about Red Flags requirements and other important legal compliance
information and updates pertaining to your jewelry business.
‘Live Diamond Try On’ Now
Available at iPhone App Store
Our new iPhone application, Live
Diamond Try On, went live on the App
Store mid-August.
“We’ve received such amazing support
from our retailers when demonstrating
earlier versions of the app at JCK,” says
Matt Stuller, president, founder and
CEO. “We want to make sure all retailers
take advantage of another option that
will help drive traffic to their stores.”
The iPhone app is designed to generate excitement with engagement ring shoppers, ultimately leading
them to their local retail stores for diamond purchases. It presents
bridal diamond jewelry in an easy and fun way giving retailers an
opportunity to sell Red Box Diamonds®.
To become a Red Box Diamond retailer, or to learn more about
Live Diamond Try-On visit www.stuller.com.
w w w. s t u l l e r. c o m
| the stuller standard | W H AT ’ S N E W
New Bridal styles Available
• Popular Vintage and
Bypass styling
• Competitive pricing
Marvelous Maltese
Crosses
For timeless with a touch of modern style, check out
our Maltese crosses.
• Next day delivery
· More than 20 unique styles
• Set with the center
· Great price points
diamond quality and
· Set with our stone or yours
size per your customer’s
request (3 day delivery)
Visit www.stuller.com,
keyword search “new
engagements” or call
800.877.7777 to order.
Visit www.
stuller.com,
keyword
“maltese”
or call
800.877.7777
to order.
67325 diamond semi-mount Engagement Base, 1/4 ct tw, 14kt two-tone,109
$899. Matching diamond Band 67325,14kt white $195. (shown with 383 head, 1/2
ct round, sold separately.) • 67323 diamond semi-mount Engagement Base, 1/4
ct tw, 14kt white,109 $845. 67323 Matching Band, 14kt white $195. (shown with
383 head, 1 ct round, sold separately.) • 67322 diamond semi-mount Engagement Base, 1/4 ct tw, 14kt white,109 $865. Matching Band 67322, 14kt white
$195. (shown with 383 head, 3/4 ct round, sold separately.)
R42176C Maltese Cross with Chalcedony, 39mm x 29mm, 14kt yellow,
201 $919. Mounting #R42176.
R42170A Genuine amethyst Maltese
Rope Cross, 41.25mm x 30mm, sterling silver, 44 $165. Mounting #R42170.
What’s new • What’s hot
Classic Freshwater Pearl
Triple-Strand Bracelets
Create a dramatic look for a great price with these
freshwater pearl, triple-strand bracelets.
• Available in white, multi-colored and dyed
black
• Composed of 8-9mm cultured freshwater
pearls
• Bracelets contain a sterling silver tube slide
clasp
• MSRP $75
Visit www.stuller.com or call 800.877.7777 to order.
67264 Multicolor, 39, 140, 71/4” $75.
67262 White, 39, 71/4” $75.
67263 Black, 40, 71/4” $75.
8 | ThE sTullER sTandaRd | www.stuller.com
Keyword search “pearl bracelets.”
OCTOBER 2009
W H AT ’ S H O T
Black & White Trend
Continues into Fall
These elegant pearl and diamond earrings are sure to
turn heads this fall.
Opal Takes Center Stage
for October Birthdays
Fine Art Deco styling
combines with October’s
birthstone, the mysterious
Featuring 14kt white gold, 11/10 ct tw in genuine
diamonds and 1011mm, drop-dyed
freshwater cultured
to give her a big fashion
look for the coming
holidays.
pearls, these earrings
October’s Birthstone,
will complement any
mysterious opal, is channel
outfit from workwear
set with a delicate milgrain
to eveningwear.
67308 Freshwater Cultured
Black Pearl and diamond Earrings, 10mm-11mm, 1/5 ct tw,
14kt white, 40,110 $3,059 per pair.
Mounting #67192. available as
semi-mount #67192.
opal and diamond accents
67147 Genuine Opal and
diamond Ring, 1/10 ct tw,
14kt yellow, 60,33 $1,165.
edge design and accentuated with
lovely 1/10 ct tw Diamonds.
Visit www.stuller.com
To order this gorgeous Opal and Diamond ring, visit
or call 800.877.7777 to
stuller.com or call 800.877.7777 today.
order.
What’s new • What’s hot
Fanciful Color-swirled
Pearl Ensembles
Brilliant 14kt yellow gold bezels adorn this
delicate scroll design frame, which
holds luminous freshwater cultured pearls
and dramatic cabochon gemstones.
Visit www.stuller.com or call 800.877.7777
to order today!
66570 Freshwater Cultured Pearl and Multicolor Gemstone necklace, 20”, 14kt yellow/sterling silver, 39, 44, 56, 58, 62, 64, 82 $399. Mounting
only #84278, $345.
66569 Freshwater Cultured Pearl and Multicolor Gemstone Earrings, 14kt yellow/sterling silver, 39, 44, 56, 58, 62, 64 $489 per pair. Mounting
#84281.
Visit stuller.com for a complete list of cabochon gemstones and cultured pearls. Shown above, Rhodolite Garnet and Amethyst–
perfect colors for Black Akoya Cultured Pearls.
OCTOBER 2009
w w w. s t u l l e r. c o m
| ThE sTullER sTandaRd | ABOUT DIAMONDS
n
stuller showcase
The Power of Virtual Inventory
ow more than ever, you need to spend your inventory
dollars wisely. Better yet, you need to sell your inventory
before you buy it. Some diamond dealers lay in long-term
memos that come with large purchase commitments.
Other dealers require large purchase commitments in
exchange for exclusive distributorships. Still others give you long
inventory lists of product they either don’t own or don’t have for
immediate delivery. We have a better way – virtual inventory. Virtual
inventory is an in-stock supply of the items you sell most, displayed with
your mark-up and available when you need it.
Access to virtual inventory is easy – just use the “Showcase” feature on
stuller.com. Over 300,000 products are at your finger tips including the
ability to customize bridal styles and mountings with the diamond and
gem of your choosing.
1. To use the Showcase feature of stuller.com, log in to
stuller.com, and select My Account/Showcase Settings.
4. Now you can let your customers surf Stuller.com on
their own or with your guidance, finding the right products
– without having to own the inventory!
2. Type in your store name and set your desired mark-ups for
the categories shown. Loose diamonds, loose gemstones, Stuller
Studio™ labor and all other Stuller products. Save your settings.
5. You can add items to your shopping cart, and send in
your orders when you are ready.
3. Select “Showcase” from the top of your screen.
6. To view your shopping cart, or return to stuller.com, you
need to exit the Showcase mode. Exiting requires you to enter
your log in information. This is to make sure your customers
do not accidentally see your wholesale pricing.
The power of Stuller is a click away!
10 | the stuller standard | www.stuller.com
OCtOBer 2009
ABOUT GEMSTONES
the brilliance of black
f
October’s Featured Color
all is a wonderfully mysterious time of year. Trees change hues and
shed their covering as they prepare for the winter months. Animals
gather their harvest, as they get ready to hunker down for what lies
ahead. What a perfect time of year to feature the sleek and mystical
properties of black and gray and the gems that fit within this
color family. And what better gem to feature than loose Tahitian
cultured pearls – 10% off for October.
What makes black such a popular fashion “must-have?” For some, the
slimming effects of black make it a wardrobe staple. For others, especially
those who live in busy cities – black clothing and accessories provide
a form of armor, protecting one from the outside world. The influence
of Gen-Y and their use of black in Gothic and Emo apparel are other
driving forces in the popularity of this “non-color” hue as a fashion staple.
Black captures the essence of the mysterious as well as being powerful and
timeless. It communicates authority and makes a person feel like they can
take on the world.
What gems and accessories can you suggest for those whose wardrobe
contains black? A strand of Tahitian cultured pearls offer a refreshing twist
on a wardrobe classic. We love the combination of Tahitian pearls with
Tourmalinated Quartz – a fun look that can be playful or elegant.
Tourmalinated Quartz all by itself is a fascinating gem whose lore suggests
the ability to alleviate depression, ease the nerves, and offer protection for
its owner. The blackish green background of Bloodstone is a gem to show
your customers. Black Onyx and Opal are other gems to discuss with your
fashion-conscious shoppers.
23342 Pendant mounting, shown with a Grey Circlé Tahitian Cultured Pearl, 11mm, B, dark
and Tourmalinated Quartz, oval, 7mm x 5mm, AA, cab 14kt white, $145.
Loose gemstones shown: Genuine Onyx, Genuine Moonstone, Genuine Opal, Genuine
Bloodstone and Grey Tahitian Cultured Pearl.
Turn your showroom into a fashion-forward destination store by featuring
a different color family each month. To assist your marketing efforts and
train your staff on color, fashion and trend spotting, you can purchase the
gemstone marketing package – KIT:90508:T for just $46.95.
New Agate Cameo!
Beautifully-engraved Agate Cameos are now available. Produced in Idar-Oberstein, these intricately-styled gems
come in five designs. Most are offered in 14mm x 10mm, 18mm x 13mm, 20mm x 15mm and 25mm x 18mm.
Visit stuller.com for pricing and selection.
Special 10% discount for Stuller customers on all GemeWizard™
products. Find out more at www.gemewizard.com/stuller.
Offer subject to change without notice.
OCtOBer 2009
w w w. s t u l l e r. c o m
| the stuller standard | 11
DPS COLUMN
DPS diam nd facets
w
Diamond Shapes: A Great Way to Create a Dialogue with Customers
hen it comes to selling diamonds, one of the
most critical sales skills is the ability to draw
your customers in, fascinate them with new
information and let them leave your store
feeling as if they have learned something
new and valuable.
One of the most interesting stories to tell about diamonds is the
story of shapes. Many customers confuse shape with cut. Explaining the
distinction to them is the first step. From there, the journey into talking
about shape is enjoyable – first and foremost because the concept of
shape is much more tangible to consumers – they can easily see what
you are talking about, whereas when they are trying to understand the
4Cs, they often can’t truly see the differences in grade (even though
they may say they can!). With shapes, many consumers don’t realize
the range of options that exist and how truly unique and transformative
different shapes can appear when worn by different women. It gets
especially exciting, especially for women, when you begin to show them
the different looks they can create with you by using interesting shapes
as sidestones and embellishments to a central stone.
Draw customers in by explaining how the determination and
rendering of a shape from a rough diamond is both an art and a science
and make sure that you let her try on and play with as many shapes as
you have available. Many women who think they don’t like a particular
shape are shocked by how deeply they fall in love with it once they are
wearing it on their fingers, around their necks or in their earlobes.
It probably won’t be a surprise that the most popular diamond shape,
by far, is the classic round. This shape is forgiving of flaws and can
often be made to appear larger than it is because of its ability to convey
brilliance and the range of settings it accommodates.
As popular as the round is, however, we have seen enormous growth
in the number of square and princess-cut shapes sold during the past
decade, especially for engagement rings. While more than 75% of the
diamonds sold in general are rounds, a study conducted by the Diamond
Information Center earlier this year showed that 40% of recently
engaged American brides chose round cuts, while 26% chose princess.
Square stones that impart the brilliance of a round, such as the princess
and the radiant cuts, are becoming increasingly popular amongst all
diamond buyers. There has also been a surge in interest in vintage cuts,
such as the Asscher and cushion. Rounding out the top three most
popular cuts after round and square cuts is the marquise. Traditionally,
it is worn with a vertical orientation on the finger, though many
fashion-forward women have begun to have it set on a horizontal axis,
often in a bezel, to create a more contemporary look.
Every jeweler has different proportions that he or she feels comfortable
recommending to get the best look from various cuts, so we won’t make
specific recommendations here. But remember that for customers
looking for value, you can sometimes offer differing shapes as an
opportunity to capture a great deal. A woman’s personal taste, as well
as the size, shape and length of her fingers, face or neck can often mean
that a stone is not technically in the recommended range of proportions
is actually ideal for her.
Make sure that your sales associates understand the difference
12 | the stuller standard | www.stuller.com
between cut and shape, can converse articulately on shapes and can
suggest a shape based on the size and shape of a woman’s face or hands
that will be flattering. Also ensure that they are encouraging your
customers to try on different shapes and see how they look before
they decide that certain shapes are not for them. They will often be
rewarded by the opportunity to enter into a much deeper dialogue with
the buyer through this interaction.
Editor’s Note: This standing column, promoting the diamond industry, as provided
by Emmy Kondo, Planning Director of the Diamond Promotion Service.
Round: The perfectly symmetrical shape that sets the standard, and
the one that first comes to mind when people think about diamonds.
Especially well suited to showing off fire and brilliance.
Princess: A relatively new cut, the princess provides the best of
both worlds by combining a square or rectangular cut with numerous
sparkling facets as in a round stone, to create exceptional brilliance.
It is most flattering to hands with long or thin fingers. Stones with
more depth are usually preferred to maximize brilliance.
Oval: Another perfectly symmetrical shape that can help create the
illusion of longer, thinner fingers thanks to its elongated shape.
Marquise: A shape that can also have an elongating effect. The
purported story behind this shape is that it was commissioned by
France’s King Louis XIV, the “Sun King,” its pointed ends meant to
mimic the smile of the Marquise de Pompadour.
Pear: This style, also known as the teardrop, is generally recommended
for women with small to average hands. It can be very beautiful set
in a solitaire pendant, or in drop earrings. This is a hybrid cut, which
capture the best of the marquise and oval in combination.
Heart: The most overtly romantic shape, the heart takes great
skill to cut. This is one in which customers should look for an even,
symmetrical shape and good definition.
Emerald: Because of the broad, flat planes of the rectangular
emerald cut, clarity and color are of particular importance. This is
not a shape to cut corners on costs by accepting inclusions or lack of
clarity as it will be much more readily visible.
Trilliant: Essentially triangular, this shape may be either a traditional
triangle with sharp corners, or have more rounded points. Often used
as an accent or sidestone, it can be a unique statement when worn
alone.
Radiant: Much like the princess, the radiant combines the emerald
shape with the many facets – and thus brilliance – of a round stone.
Asscher: Developed in Holland by the Asscher brothers at the
turn of the twentieth century, the Asscher cut is essentially a square
emerald cut, with stepped sides and cropped corners.
OCtOBer 2009
S T O R E S T R AT E G Y
w
store strategy
Ideas to Profit in a Changing Market
e’ve all heard the dire
*The Female Factor. The bridal and gift-occasion
warnings: “The jewelry
purchase has been the bedrock of our industry, but the
industry is changing as
best opportunity for incremental growth comes from
never before.” “Independent
the customer we don’t always have: the fashion-loving
jewelers are disappearing
female self-purchaser.
at an ever-increasing rate.”
Bridal and anniversary sales automatically rise (or
“Frugality is here to stay,” and so forth. All of
fall) with population demographics. It’s simple math:
these—and more—are true, but it doesn’t mean your
more people = more weddings, fewer people = fewer
own store’s future has to be in jeopardy.
weddings. But this industry has been slow to promote
Yes, the industry’s changing, but you have the
jewelry as a fashion accessory. While the per-ticket
ability to change with it and thrive in the process.
sale of a fashion-driven purchase may be lower, this
Yes, independent jewelers are disappearing, but
customer often is a more frequent purchaser. Fashion
HEDDA ScHuPAK
JeWelrY MarKet analYst
according to Jewelers Board of Trade statistics, only
jewelry can help build traffic, and the relationship with
a fraction of the businesses that closed last year did
that customer will bring her back when it’s time for the
so due to bankruptcy. Many storeowners simply decided they’d had
major purchases.
enough. And while it’s likely that the great American shopping spree
Try adding more fashion-focused, lower-ticket goods in materials
of the last decade is over for a while, it doesn’t mean consumers have
such as sterling silver, freshwater pearl, and affordable colored
stopped shopping entirely. They’re just a lot more selective now.
gemstones. This also is a category where you can experiment with
Here, from my perspective as a long-time industry journalist and
very fashion-forward merchandise and alternative materials such as
analyst, are three of the most critical issues facing jewelers, and some
leather and wood, because the inventory investment isn’t as high.
ideas for addressing them.
*The Age Factor. While there are no recent studies of the median
age of jewelers in the United States, one look around any industry
gathering is enough to estimate that it’s probably about 55. And few,
if any, of the industry’s leaders are under 40.
Try this exercise: Write down the names of your top 10 customers.
Then write down their approximate ages. Next, write down your own
age. Where do these numbers fall?
If the numbers fall at or above 45, it’s time to reach out to teens
and 20-somethings. Consider holding a series of focus groups of teens
and young adults. Invite about 15 at a time for lunch, and have just a
few ready questions to discuss. Be open about the fact that you want
your business to thrive in the future, and for that reason you need to
know what up-and-coming customers want. Find out what charities
and causes are near and dear to their hearts, and also what product
turns them on (and off). Take their ideas into your business planning
so that by the time they’re ready for an engagement ring, they’re
already loyal customers.
Mountings: Pricing is suggested retail
in u.s. dollars at a $1,000 gold
market; $1,100 platinum; $12 silver, subject to change without notice. sold by
dWt, plus labor and invoiced by exact dWt shipped, blank, without stones. Most
items available set stuller studio with your choice of stones from our exclusive
inventory within five days and are non-returnable, non-cancelable.
Finished Jewelry: Pricing is suggested retail
in u.s. dollars at a $1,000 gold
market; $1,100 platinum; and subject to change without notice. sold by piece,
not weight, with stones featured. Product stone code descriptions can be found
OCtOBer 2009
*Green and Social Issues. The Millennial Generation (born
1985 and later) are the customers you’re trying to reach for
future longevity. This generation is strongly focused on social and
environmental issues, so strike a chord with them by being proactive,
rather than reactive, about both.
Educate yourself about all the industry social issues, from conflict
diamonds to fair trade gems to local beneficiation to child labor
practices, and on green issues such as sustainable mining, recycling,
and environmental impact. Make sure all your merchandise is at
the very least compliant, and better yet, sourced from socially- and
environmentally-focused suppliers. Make sure your commitment
to social and environmental responsibility is a key component of
your marketing, and make sure, especially, that your commitment is
genuine and meaningful, not an advertising ploy.
Editor’s Note: This article represents a state-of-the-industry viewpoint from
Hedda Schupak, Jewelry Market Analyst.
on pages 499-502 of The Finished Jewelry Collection, Vol. 67, or at www.
stuller.com, keyword search: AGTA Codes.
Photography: Most products enlarged to show beauty of detail.
Many styles are exclusive copyright of Stuller, Inc. and strictly enforced.
Pricing subject to change without notice.
w w w. s t u l l e r. c o m
| the stuller standard | 13
S T U L L E R PA RT N E R
pearl information source
t
Cultured Pearl Association of America
promotes education and industry integrity;
launches 1st International Design Competition
he Cultured Pearl Association of America, Inc.
(CPAA) is a member-based, non-profit group
CPAA Store ServiCeS
founded in 1957. Membership is comprised of
the finest manufacturers, wholesalers, dealers and
suppliers of Cultured Pearls in the United States.
It’s
purpose
is
to
“cultivate”
• Want to train your sales staff?
CPAA has materials to help you!
awareness,
integrity, demand and marketability of cultured
pearls for the membership, the retail community
and the consumer.
Through promotion, education, public
relations and unwavering commitment
we aim to inspire an authentic passion
for all cultured pearl varieties.
CPAA is your pearl information
source! Visit www.CPAA.org or call at 1-888-31-PEARL.
• Need a question answered?
Post it on the CPAA forum.
• Looking for a pearl supplier?
Visit our member’s websites!
• Need to advertise & promote pearls?
CPAA offers free images.
• Want pearl promotion/merchandising ideas?
It’s all available from CPAA!
International Design Competition
The Cultured Pearl Association of America announces its first International Design Competition;
open to all who have a passion for pearls. Please visit www.cpaa.org for details!
14 | the stuller standard | www.stuller.com
OCtOBer 2009
Stuller Studio™ CAM Services
Today, stores across the country use Computer Aided Design (CAD) software.
Thousands choose Gemvision’s Matrix 6 as their method of choice to create
beautiful custom jewelry. It is the wave of the future, and we can help you
take advantage of it.
We have recently launched Stuller Studio CAM Services to provide
manufacturing fulfillment for your CAD designs. You send us your CAD file
and we will produce it to whatever level of completion you would like — raw
casting to fully set and finished product — all in 6 to 8 days. We’ll even receive
and set your stones if you wish.
In Your Words...
“We sent a CAD file to a Stuller competitor to see if they could cast it; they
wouldn’t even attempt it, saying it couldn’t be done. We sent it to Stuller and
you guys said no problem! The piece came out looking better than we expected.
Stuller’s CAM services have saved us valuable time and money. We can just
send you the file without having to worry about ordering individual parts and
building the piece ourselves, and we know we’ll receive a high-quality piece.”
Josh Mitchell
Jamie Hood Jewelers,
Muscle Shoals, Alabama
Not a CAD user yet? — Or interested industry’s most popular CAD programs? Call us at 800.877.7777 to get started today!
Simple Geometry
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A. 67247GenuineOnyxEarrings,20mmx6mm,sterlingsilver,165
$105perpair.
B. ShakeupyourSeaSpritestyles.MixTahitianculturedpearlswith
exoticgemssuchasMozambiqueGarnetandCitrine.
C. 66294SouthSeaCulturedPearl,GenuinePeridotandGenuine
AmethystEarrings,12mm,14ktwhite,14,62,44$1,485perpair.
Mounting#83820.
D. 66809SouthSeaCulturedPearlandBlackandWhite
DiamondNecklace,12mm,5/8cttw,14ktwhite/blackrhodium,
113,184,33,18"$2,615.(Alsoavailablesemi-mount)
E.
CustomizethelookwithStuller’samazinginventoryofcultured
pearls.SouthSea,GoldenSouthSea,Tahitian,AkoyaandFreshwater
culturedpearlsofferawideassortmentofpricepointsfrom
affordabletoexquisite.
F. 66808SouthSeaCulturedPearlandBlackandWhiteDiamond
Earrings,11mm,3/4cttw,14ktwhite/blackrhodium,113,184,33
$3,085perpair.(Alsoavailablesemi-mount)
G. 65379MensGenuineOnyxRing,14ktwhite,59$735.
H. Customizethelookbyofferingyourcustomersauniquegemof
theirchoosing.Visitstuller.comforourfullselectionofloosegem
options.(Shownabove,ImitationCat’sEye)
Sleek lines and bold black and
white hues evoke high drama in
these Art Deco-inspired,
geometric pieces.
To transform your sales with
geometric jewelry styling,
visit stuller.com today.
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J. 9241 MensSquareCabochonMounting,1-10mm,7.77dwt,
7,14ktyellow,$1,309.
P. 64656GenuineOnyxandDiamondEngagementRing,
1/2cttw,14ktwhite,59,109$2,279.
K. 67334BlackandWhiteDiamondEarrings,1/4cttw,14ktwhite,
184,33$869perpair.
L. 67333 BlackandWhiteDiamondRing,1/5cttw,14ktwhite,
184,33$1,059.
M.CH911EndlessFashionChain,60mmx30.56mm,
sterlingsilver,60"$385.
N. 69173MensBlackandWhiteDiamondRing,3/4cttw,
14ktwhite,184,33$1,555.
64656DiamondMatchingBand,1/10cttw,14ktwhite,109$455.
Q. 64654GenuineOnyxandDiamondEngagementRing,
1/2cttw,14ktwhite,59,109$2,035.
64654 DiamondMatchingBand,1/10cttw,14ktwhite,109$449.
R. 65518MensGenuineOnyxandDiamondBand,1/4cttw,
14ktwhite,59,109$1,355.
S. 67248GenuineLapisEarrings,20mmx6mm,14ktyellow,
54$315perpair.
FA S H I O N
Cozy up
to Winter’s
Color Palette
With colors from Phantasmagorical...
The Phantasmagorical color
trend of winter moves people to dream of the magical
and the enchanted, as they
seek protection from the
outer elements. Deep hues
MAGiCAL GeMS fROM PhANTASMAGORiCAL
(l-r) paradisE bluE passion topaz • diamond • oliVE
tourmalinE • bronzE tourmalinE • oliVE tourmalinE •
purplE spinEl • onyx • bluE sapphirE
and intricate design offer
this desired solace. Phantasmagorical shades are
mysterious and luxurious,
with a palette that features
urban hues, like Crocodile
and Verbena Green, Aged
Bronze, Victorian Mauve,
Zinfandel Purple, Royal
Plum, Navy, and Midnight
Black.
of nature, incorporating
iconic Victorian motifs
and the fantasy aspects
of Art Nouveau. To draw
on the desire shoppers
have for protection and
armor, designers apply
monochromatic color
combinations to floral
creations as well as
designs that feature folded
metals or intricate woven
styles. Such fantastical
fashions call for mystical
Phantasmagorical fashions
promote a renewed sense
of formality for the winter.
Like the skyscrapers that
began to dot city skylines
in the early 1900s, designs
featuring Phantasmagorical
jewelry, and gems like
Purple Spinel, the colorshifting Alexandrite and
Olive-hued Tourmaline are
ideal fashion accessories
that accentuate winter
wardrobes.
colors include strong
geometric shapes, towering
forms, and sleek lines. They
(l-r) 120970 Etruscan inspirEd ring mounting, shown sEt with color
also embrace the mystery
EnhancEd black diamonds,
1/2 ct tw, 14kt whitE, $1,249 , mount$825 • 71347 VintagE dEsign ring mounting shown sEt
with gEnuinE EnlighEnEd amEthyst and g-h si1 diamonds, 1/3 ct tw,
14kt whitE, $1,509 , mounting only $795 • 71449 antiquE-cut
gEmstonE mounting ring, shown sEt with gEnuinE grEEn quartz a
and g-h si2-si3 diamonds, 3/4 ct tw, 14kt whitE, $2,055
, mounting
only $605.
ing only
Victorian Mauve
Royal Plum
18 | the stuller standard | www.stuller.com
Cream
Crocodile
Verbena Green
OCtOBer 2009
FA S H I O N
(above l-r) 66255 Multicolor and diamond ring, 1/6 ct tw, 14kt
white, 55, 75, 77, 33 $1,119 , semi-set $1,015 • 66429 Genuine
amethyst and diamond Ring, 18mm x 13mm, 1/4 ct tw, 14kt
white 43, 110 $2,005 • 66809 south sea Cultured Pearl and
Black and White diamond necklace, 12mm, 5/8 ct tw, 14kt
white/black rhodium, 3, 33, 113, 184 18” $2,615 • R45090 Journey
of dreams pendant 27mm x 23.5mm, 14kt two-tone, 11 $1,555.
IndIcates Item Is avaIlable vIa stuller studIo™.
Consumer Consciousness
• Fantasy
• Victorian architecture
• Urban sprawl
• Superheroes
• Video graphics
Incorporating Phantasmagorical into Your Store
• Talk with customers about which Phantasmagorical colors
work best with their complexions. Steer fairs toward
the cooler shades in the palette and those with warmer
complexions toward the deep colors. (The more compliments
they get from friends, the more new customers you’ll see.)
• Display pieces of steel, bronze, or rusted metal beside your
gems. These pieces of structure offer urban connections.
• Host a color class, reflecting on how Phantasmagorical
colors find inspiration in architecture and modern culture.
Invite the media for further free advertising.
How Stuller Can Help
• Visit stuller.com for the latest designs reflective of the season.
• Encourage customization using the Showcase area of stuller.
com to “build” a piece of jewelry that’s original for your
DISPLAY YOUR WAY WITH CASE BY CASE™.
customer.
Request your 24-page flyer #819 to view all of our
• Select beautifully crafted styles from our finished jewelry
custom displays. additional items on display: 66808
collection. Most designs are available on memo, helping you
south sea Cultured Pearl and diamond earrings,
ensure your clients are satisfied.
11mm, 3/4 ct tw, 14kt white/black rhodium,
• Phantasmagorical gems include Bronze, Olive and Green
14, 184, 33
$3,085 per pair • 64713 Freshwater Cultured White
Tourmaline, Purple Spinel, Black Diamond or Moonstone, to
Pearl Rope, 8mm-8.5mm,
name just a few.
Pendant Mounting shown set with Genuine sapphire
• The magic awaits.
OCTOBER 2009
72” $195 • 83626
aa Pink and sI2-sI3 diamonds, 3/4 ct tw, 14kt white
$1,455
Aged Bronze
39
Navy
Slate Blue
We love our magazine, but stuller.com has today’s pricing. Please visit us online for the most current information.
. Mounting only $579.
Zinfandel Purple
w w w. s t u l l e r. c o m
Midnight Black
| ThE sTullER sTandaRd | 19
Mesmerizing Motion
Swirls and pearls create illusions of movement as
well as fascinating allure. Select one of these styles
at stuller.com to make her next jewelry purchase a
moving experience, or call 800.877.7777.
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A. 50785GoldFashionScrollRing,14ktyellow$895.
B. 121538 ScrollRingforMountings,34-1mm,5.84dwt,15,
sterlingsilver$95.
C. Designyourownfashionstatement!Selectyourstyle,pickyour
gem,andwewillsetitforyou.StullerStudio.™
(Shownabove,GenuinePinkSapphire)
D. 66813DiamondNecklace,1/6cttw,sterlingsilver,33$369.
Mounting#84375,$95.
E. 84338 DiamondPendantMounting,shownsetwith36-1.2mm
I1RoundDiamond,17-1mmI1RoundDiamond,14ktwhite,
availablethroughStullerStudio,™$1,240.Mountingonly,$655.
H. 67320DiamondEngagementSemiMount,1/2cttw,14ktwhite,
109$1,349.(Shownwith1/2ctroundcenter,soldseparately)
67320MatchingBand,14ktwhite,$189.
J. Arainbowassortmentofloosegemstonesawaitsyourselectionat
stuller.com.(Shownabove,PinkSapphireandBlueSapphire)
K. 67346 DiamondBracelet,3/8cttw,sterlingsilver,33$1,119.
L. 66361 DiamondEngagementSemiMount,1/5cttw,14ktwhite,33$619.
(Shownwith5x5Asscher-CutDiamond,soldseparately)
66361DiamondMatchingBand,1/8cttw,14ktwhite,32$465.
Mounting#121513.
F. 67269DiamondRing,3/8cttw,14ktwhite,33$1,405.
Mounting#121528.
M.121513 Asscher-CutBridalEngagementMounting,1-5.5mmx5.5mm,
38-1mm,1.95dwt7,14ktyellow,mountingonly,$345.
G. 67321DiamondEngagementSet,1/3cttw,14kttwo-tone,109$1,115.
67321MatchingBand,14ktyellow,$185.
121513Asscher-CutMatchingBandMounting,1-5.5mmx5.5mm,
28-1mm,1.33dwt7,14ktyellow,mountingonly,$245.
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N. 66659FreshwaterWhiteCulturedPearlNecklace,
10mm-11mm,sterlingsilver,3918"$305.
U. R42188MulticolorandPearlPendant,44.5mmx24.75mm,14kt
white,61,55,48,83,103,39$175.(ShownwithCH471,soldseparately)
P. 6413 PearlRingMounting,shownsetwithAACulturedPearl,
5.5mm,18-1.3mmI1RoundDiamond,14ktyellow,
availablethroughStullerStudio,™$1,165.
V. 67355FreshwaterCulturedCirclePearlandGenuineAmethyst
Earrings,11mm-12mm,14ktyellow,39,43$735perpair.
Component#24108,22927,22942,22750.
Q. 6413 PearlMounting,3-5.5mm,18-1.3mm,4.2dwt7,
14ktwhite,$705.
W.R42186DiamondandFreshwaterCulturedPearlCross,
39mmx24.75mm,14ktwhite,33,39$675.
(ShownwithCH471,soldseparately)
R. 6393 PearlRingMounting,shownsetwithAACulturedPearl,
5mm,50-1.0mmI1RoundDiamond,14ktwhite,
availablethroughStullerStudio,™$1,455.
S. 6402PearlRingMounting,shownsetwithAACulturedPearl,
5mm,14ktyellow,availablethroughStullerStudio™,$969.
Mountingonly,$825.
T. R42187TahitianPearlCross,31.7mmx29.44mm,
14ktyellow,15$179.(ShownwithCH471,soldseparately)
X. 67203FreshwaterCulturedPearlandDiamondPendant,.05cttw,
14ktwhite,110,39$269.(ShownwithCH471,soldseparately)
Y. 67204FreshwaterCulturedPearlandDiamondEarrings,.08cttw,
14ktwhite,110,39$375perpair.
With Stuller Studio’s™ new CAM services,
profitably executing your CAD designs just became easier.
Our new CAM services can handle your
manufacturing, freeing you to focus on
what really drives your profit—designing
and selling.
Whether you work in Matrix, Rhino or other popular
modeling programs, Stuller Studio™ can validate and
process all common CAD formats, transforming your
design from file to fully finished jewelry in just 6 to 8
business days.
We'll even receive and set your stones if you wish.
Don’t forget Stuller Studio’s™ new, lower setting pricing
starting at 45¢ per stone.
To learn more visit www.stuller.com/studio.
Not a CAD user yet? Interested in information on one of the jewelry
industry’s most popular CAD programs? Visit www.gemvision.com
to learn how Gemvision’s Matrix 6 can easily transform your store
into the custom jewelry destination of choice in your area.
Sea Sprite™ Selling System
PasPaley cultured south sea Pearls have never
been so fashionable and price accessible! The Sea Sprite™
Collection, designed and crafted by Stuller, may be purchased
as individual pieces or as a pre-merchandised Collection.
To order, go to www.stuller.com
or call 800.877.7777.
69980 Sea Sprite™ Selling System with display, consumer brochures,
counter cards, marketing guide and DVD with training video, $2,227.
Where Possibilities Never End
Our inventory of mountings, findings, diamonds and gemstones offer you endless possibilities. Style and
quality go hand in hand with our bridal fashion and finished jewelry. As always, orders are yours next day.
Stuller. The beauty of it all.™