Stuller Provides CAM Services Stuller Provides CAM Services

September 2009
Stuller Provides CAM Services
Handwritten Engraving for
Bridal Bands
iPhone App Brings Live Diamond
Try-On to Your Customers!
Gemstone prototypes
put fashionable color styling in your cases now.
KITPTO:90165:P
You get…
• Maximum gemstone exposure with a minimal $999
investment;
• Customizable, affordable gemstone fashion designs your
customers can touch and try on;
• Profit center for your store with $150,000 sales potential
– average margin of 60%;
• Each design is available next day,* or it can be customized
using the power of Stuller Studio™ in 3 to 5 business days.
To order, or for more information call 800.877.7777 or log on to stuller.com.
*Next day delivery applies to orders placed before 5pm central standard time and is dependent on availability.
www.stuller.com
800 · 877 · 7777
CONTENTS
contents
SEPTEMBER 2009
Issue # 816
Stuller & Industry News
16 Small & Delicate
6
catalogs diamond & gemstone
7
stuller expert clarke speaks at gia seminar
8
what’s hot/new handwritten engraving for bridal bands
9
what’s hot/new new lower pricing on moissanite
features
10
Red Box Diamonds® new iPhone application
11
Black Box Gemstones® green musings
12
diamond facets managing inventory
13
store strategy CAM services available
15
customized showcases display your way
trends & fashion
17
petite styling dainty & sweet
18
blazing diamonds inside outside hoops for all occasions
21
big bold texture striking ensembles
22
stuller studio set yourself apart
23
diamond earring program interactive selling
On our cover: Diamond Inside-Outside Hoops
61378 in 1/2 ct tw, 1 ct tw and 3 ct tw.
stuller.com
20 The Exotic Look for
Everyday Wear
SEPTEMBER 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 | New 3-D Engraver Makes Wedding Band Personalization Easy
Nothing says “I Love You” more than a personalized message in
a wedding band. Make your customers’ wedding bands special with our
3D Ring Engraver.
Our engraver represents the most advanced web-based wedding band
engraving functionality today. Simply follow these easy steps:
Speak with one of our friendly
sales associates to receive our
digital selling systems kiosks. After
logging in, get started by selecting the
“Engraveable Wedding Bands” button
from the kiosk home screen.
Select the specific band you would
like to engrave – polished or fancy
wedding band.
Type in the message. Use the
preview controls to view your
message in 3D all the way around
the ring! Additional options such as a
black epoxy Shadow Fill can also be added
to this powerful web-based 3D engraving
preview tool.
Select from multiple font styles and sizes to achieve the perfect look for
your special message. Enter your text and see a live dynamic preview
appear in 3D on your ring LIVE as you type it.
Just think of how unique your business becomes to the wedding couple when you assist
them in creating their personal heirloom wedding bands! For more information on the 3D Ring
Engraver Kiosk, call us at 800.877.7777 ext. 428.
EDITORIAL
notes from Matt
CAD/CAM: If You’re not
familiar with the acronym, it stands for
Computer Aided Design and Computer Aided
Manufacturing – technology that a few years
ago was rarely seen in independent jewelry
stores. Today, stores across the country use
CAD software. Thousands choose Gemvision’s
Matrix 6, as their method of choice to create
custom jewelry. If you haven’t seen the result,
let me tell you it is spectacular. Imagine handson design and carving time being reduced
dramatically. Imagine knowing the precise
weight before the item is even made. Most
effective, imagine showing your customer a
three dimensional rendering that looks better
than an actual color photograph. It is the wave
of the future, it is here now and Stuller can
help you take advantage of it.
As many of you know, in July we launched
Stuller Studio CAM Services to provide
manufacturing fulfillment for your CAD
designs. You send us your CAD file, 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.
This digital direction is so powerful and critical
to the future of our industry, I want to encourage
you to not miss our October issue.
matthew g. stuller, sr.
CEO, FOUNDER AND PRESIDENT
CEO, FOUNDER AND PRESIDENT
Matthew G. Stuller, Sr.
contact us
chief operating officer
stullerstandard@ stuller.com
www.stuller.com
Jay Jackson
EXEC. VP, MERCHANDISING & Marketing
Stuller Standard Magazine
P.O. Box 87777
Lafayette, LA 70598-7777
800.877.7777
337.262.7785 fax
Harold Dupuy, G.G.
EXEC. director, marketing services
Kerry Hand
editor in chief
Miriam Werquin
stullerstandard@stuller.com
staff contributing writers
Keri Barousse
Lori Carter, Mgr.
Leslie Dumatrait, D&G Asst. Marketing Manager
Ramona Gautreaux, D&G Marketing Director
Randi LeBlanc, PR
design
Susan Kiefer
Maria Viator
photography
Maggie Hidalgo
Noelle White
Maureen Benjamin
Shannon Guidry, Mgr.
Yolanda Laviolette
Stephanie Pellerin John Rowland
Marie Vest
Trenton Bolfer, Mgr.
Kim Thibodeaux, Mgr.
Ron Domingue
info@stuller.com
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 Tauzin, Gemstones
Jim Wright, Findings
Jodi Venable, Tools
Xathena Carter, Diamonds
production
Lori Bouillion
Brenda Landry, Mgr.
Robert Lawson
Kisha Thompson
contributing writers
stuller standard online
product management contributors
Emmy Kondo
editorial advisory board
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.
SEPTEMBER 2009 w w w. s t u l l e r. c o m
| the stuller standard | NEWS
New Catalog Coming Soon to Your Store!
The Diamond & Gemstone Book provides inventory solutions
The DiamonD &
GemsTone Book
Our Diamond & Gemstone Book contains 192 pages of
diamonds, colored gemstones and pearls. We’ve provided
charts to explain colors, size ranges, historical information
on diamonds, gemstones and pearls, as well as other
consumer-friendly information you can use at your sales
counter or at the bench.
Look for your book in the mail in late September.
JA Redefines Affiliate Association Relationships
Jewelers of America, the national trade association for businesses
serving the fine jewelry retail marketplace, has announced it is
the continuing and growing prosperity of our members.”
The association also has exciting new benefits on the horizon, such
redefining its relationship with the state and regional affiliate jewelers
as a redesigned, user-friendly website that is set to launch this fall.
associations.
This will improve ease of access to all member services, including its
The 39 affiliate associations have the opportunity to continue
their relationships with JA.
After careful evaluation, JA’s Board of Directors determined that
exclusive regulatory and legislative guidance materials and online
educational offerings from GIA and other education partners. JA is
also strengthening its efforts in Washington, D.C., to support the
the organization’s current business model was not sustainable to
independent jeweler through legislative advocacy on key retail issues,
cover its operating costs. Traditionally, JA has produced and devel-
such as sales tax fairness and group healthcare access.
oped the majority of services offered to members, yet it retains less
than 20% [on average $12.21 per storefront in 2008] of the annual
dues paid by member companies.
JA remits the balance of annual dues back to the affiliate associations. In the new partnership model, JA will no longer offer op-
JA Members Save on GIA Courses
Through its strategic partnership with the Gemological Institute
erational assistance to affiliate associations, such as dues collection
of America (GIA), JA members can now receive 10% savings on
and database maintenance but will continue a positive, ongoing
tuition to GIA Distance Learning courses and related Lab classes.
relationship through other educational and marketing support.
GIA’s Distance Learning program includes at-home coursework
“While the current economic forecast has made it necessary to
and/or lab and online courses, covering diamonds, colored stones
redefine the relationship JA has with its affiliates, the association
and jewelry sales. Distance Learning students use the same course
intends to continue a long-term connection with them through
materials and textbooks as on-campus courses. Yet, they can study
restructured agreements and future partnership opportunities,” says
and complete courses at their own pace and schedule.
President & CEO Matthew A. Runci.
In the notification sent to affiliate presidents, Chairman John
Green wrote that JA “will continually strive to strengthen and grow
the partnerships it has with all state and regional jewelry associa-
Jewelers of America members also save 10% on Distance Learning Lab classes, which can be completed at GIA campuses and
regional centers in Atlanta, Chicago and Dallas.
For more information on the educational scholarship opportuni-
tions, as it works to increase the benefits and services it offers to its
ties available from Jewelers of America, visit http://www.jewelers.
membership. Our organizations share many of the same goals, [such
org/profdevelopment/seminars.html.
as] … establishing and preserving high professional standards, and
| the stuller standard | www.stuller.comSEP TE M B ER
2009
NEWS
GIA Pearl Seminar
Stuller Pearl Expert Featured…
Michael Clarke, Business Vice
After the presentations, experts will respond to audience
President of Finished Jewelry will be
questions about creating pearl profit centers in their stores. A wide
a featured speaker at an educational
range of pearls… South Sea to Tahitian… will be displayed for
seminar, “The World of Pearls: A New
guests to learn to judge pearl quality firsthand.
Profit Center for You” early next month,
hosted by the Lonestar GIA chapter.
Seminar details:
Designed to provide attendees with a
Location: Austin, Texas
high comfort level when selecting and
Date: October 4, 2009 (Sunday)
purchasing pearls for their businesses,
Time: 8:00 a.m. to 5:00 p.m. (Lunch is included)
the seminar shows how to explain
Topic: Pearls as a Profit Center for Jewelers (tentative title)
quality considerations and valuable pearl information to retail
Format: 20-30 minute presentation in the morning;
customers. Participants include professional gemologists, jewelers,
afternoon panel session with hands on pearl exposure
designers and pearl lovers from all over the country.
Clarke is one of several pearl experts who will be providing
For details about this year’s educational pearl seminar, visit www.
lonestargia.com.
advice during the one-day seminar.
INSTORE Cool Stores Named
Stuller’s Clarke a Judge
Winners of the 8th annual “America’s Coolest Stores,” were featured in
INSTORE’s August edition. More than 100 stores competed for top honors
this year.
According to INSTORE, judges commented that decisions were tougher
this year than ever before.
Stuller’s own Michael Clarke, Business Vice President of Finished
Jewelry was selected to be a judge in this year’s competition.
Clean Scrap
Return Gets
Better!
you asked; we
Now Accepting
Platinum &
Palladium
gold and silver. Turn
listened. You can now
send us your platinum
and palladium clean
scrap as well as your
time on palladium and
platinum will be five
days, as compared with
three for your gold and silver returns. Metal accountability
percentages are as follows: Gold (98%), Silver (96%),
Palladium (85%) and Platinum (90%).
And, here are the Coolest winners:
1st Place Big Cool
London Jewelers
Manhasset, NY
1st Place Small Cool
Zoltan David
Bee Cave, TX
2nd Place Big Cool
Hyde Park Jewelers
Phoenix, AZ
We will always handle your scrap shipment with the
3rd Place Small Cool
The Green Bull Fine Jewelry
Couture
Boerne, TX
4th Place Big Cool
Diana Vincent Jewelry Designs
Washington Crossing, PA
4th Place Small Cool
Spexton
Tulsa, OK
2nd Place Small Cool
Patronik Designs and Jewelry
Gallery
Burlingame, CA
5th Place Big Cool
Manfredi Jewels
Greenwich, CT
3rd Place Big Cool
Ylang|23
Dallas, TX
5th Place Small Cool
Dumont Estate Jewelry
New York, NY
SEPTEMBER 2009 same honesty and integrity that you’ve come to expect from
us. When your scrap shipment arrives, we will weigh it and
verify the integrity of the metal. Next, we will melt your
clean scrap and fire assay a sample. We will then proceed to
refine your clean scrap.
All settlements will be credited to your Stuller account based
on after-melt weight at second London Fix on day of settlement.
You’ve come to trust Stuller when purchasing mill
products, findings, grain, castings, finished jewelry and
thousands of other products.
Discover today how you can earn credits toward your
Stuller account by allowing us to refine your clean scrap
through our unique clean scrap program.
For more information on our Clean Scrap program,
contact your friendly consultant at 800.877.7777.
w w w. s t u l l e r. c o m
| the stuller standard | W H AT ’ S N E W
New Introductions
in Gemstone Jewelry
Another Stuller Exclusive!
Carved Onyx provides the perfect
backdrop to this series of exquisite
cabochon gemstones. Set in 18 kt
67310
67282
67281
yellow/sterling silver, these rings
are bold in size and dramatic in
presentation.
67309
67310 Genuine Peridot & Onyx Ring, 18kt yellow/sterling
To order, call 800.877.7777 or go to
silver, size 7, $275 • 67309 Genuine Swiss Blue Topaz &
stuller.com.
Onyx Ring, 18kt yellow/sterling silver, size 7, $250 • 67282
Genuine Amethyst & Onyx Ring, 18kt yellow/sterling silver,
size 7, 10mm, $270 • 67281 Genuine Citrine & Onyx Ring,
18kt yellow/sterling silver, size 7, 12mm x 8mm, $265
What’s New • What’s Hot
Handwritten Expressions of Love
HR11
outside: All you need is love
inside: I Shall love because of you.
Your personal message can now be engraved in
your own handwriting. Stuller’s newest engraving
service now provides the way for you to capture
and treasure forever those most magical words,
“I love you… Be mine forever… Today, tomorrow
and forever” or the phrase that you hold dear in the
personal handwriting of the speaker.
Select the band, write the message, select the
color and capture a special memory forever. Either
secretly hidden inside, boldly displayed on the
outside, or both places, you can keep the dearest
words you have ever heard with you forever.
Visit www.stuller.com, select Stuller Studio and
review how easy this can be accomplished or call
the sales department at 800.877.777 for details.
5971
outside: I found love and love was you.
inside: My love, my soul, my best friend.
8 | THE STULLER STANDARD | www.stuller.com
SEPTEMBER 2009
W H AT ’ S H O T
While Quantities Last!
Exceptional Pricing
on Moissanite Jewelry
Moissanite jewels created by Charles &
Colvard™ deliver more fire, luster, and brilliance
than any other popular hard jewel.
66970
Moissanite customers are independent decision makers. These women are fashion and valueconscious shoppers and 70% of them are self-purchasing customers age 35+.
Our selection of moissanite jewelry includes
solitaire rings, fashion earrings and necklaces as
66921
well as fashion rings.
You can now have Created Moissanite by
Charles & Colvard available for your customers
at exceptional, reduced pricing. But, you need to
purchase now. Quantities are limited and expected to sell out quickly!
Contact us at 800.877.7777 or view the full
66932
selection at stuller.com. Keyword “Moissanite
Jewelry.”
66933
66833
66831
66768
66840
SEPTEMBER 2009 w w w. s t u l l e r. c o m
| the stuller standard | ABOUT DIAMONDS
s
driving diamond desire
Live Diamond Try On Comes to iPhone App Store
end me some customers! You’ve been chanting this mantra
for years. At every show, with every phone call, and at every
face-to-face visit – you’ve asked us to send you business. We
are. With the introduction of a new iPhone application,
we’re doing just that.
Since we demonstrated this technology for trade press editors and
visitors in Las Vegas, we’ve received many questions about the new
application. So, we’ve included answers to the most frequently asked
questions and details about how you can take advantage of our
unprecedented consumer marketing effort.
To be listed you need to invest $65, asking your sales consultant for
KIT:90212:T. For your $65, you will receive marketing and training
information – it’s all in one box.
• Open the box
• Review the training video (there is a print out/transcript in the kit
also)
• Fill out and return the questionnaire
To stay listed you need to:
• Purchase three or more Red Box Diamonds before Dec. 31, 2009
• Purchase five or more Red Box Diamonds each year
Question:
What is the iPhone application (app) Stuller is developing?
Answer:
The iPhone app is a consumer tool that creates interest in diamonds and
ultimately drives business to the Red Box Diamond Moment® retailer.
Question:
What is a Red Box Diamond Moment retailer?
Answer:
A Red Box Diamond Moment retailer is a Stuller customer who is willing
to invest in the training of their staff, and in the sales and marketing
of Red Box Diamonds at the local level. Stuller supports these retailers
through consumer marketing efforts – this year, we’ve directed our
consumer efforts toward tech-savvy bridal buyers who currently
go online to research and purchase diamonds.
We have done all the development work, investing in marketing
materials, training, and selling benefits that bring trust, confidence, and
security to the diamond buying experience. The iPhone app is the next
step – the consumer marketing to help drive diamond desire and business
to your store. You need to take the final step – invest, train your staff and
sell Red Box Diamonds.
Call your consultant today and ask for your Red Box Diamond
Marketing package!
Question:
How do I become a Red Box Diamond Moment retailer?
Answer:
How much is it worth to you to take advantage of this
opportunity? How about $65, an hour of your time and the
commitment to purchase as least three Red Box Diamonds
before Dec. 31, 2009?
For your minimal investment, you receive marketing and
training information. You need to review these materials,
complete the training questionnaire and return it to Stuller
(directions are included). Your completed questionnaire does
two things – first, it lets us know that you are familiar with
the benefits and selling features of Red Box Diamonds.
Second, it serves as our permission to distribute your contact
information to consumers. The completed questionnaire
assures your store of being included in the resource list used
by consumers who want to locate a retailer near them. Your
purchase of three or more Red Box Diamonds before Dec.
31 will keep you listed. After that – to maintain your listing,
we require that you purchase at least five Red Box Diamonds
each year.*
10 | the stuller standard | www.stuller.com SE P TEM B ER
2009
ABOUT GEMSTONES
p
musings of green
An Autumn Favorite
Pastel green and
rofitable sales
rich vibrant green
come from
gems enhance those
innovative
with rich cocoa or
s e l l i n g
golden skin tones
strategies.
and those with
One
such
a “peaches and
strategy is the Color of the
cream” complexion.
Month gemstone campaign. The
Chrome Tourmaline,
idea is simple – gemstones are
Tsavorite Garnet,
your most profitable category –
Emerald or Green
why not sell as many as possible?
Quartz are some
To keep your promotional
suggestions. Olive
messages focused, promote gems
83765 Leaf-motif pendant mounting, shown with genuine Green Quartz, A and Diamonds, .06 ct tw, G-H; SI1, 14kt yelcomplexions glow
grouped by color. This allows
low, $575 via Stuller Studio™. Mounting only 14kt white, $360. Loose gemstones shown left to right: Genuine Peridot,
with green gems that
your customers to find a color
Chatham® Created Emerald, Genuine Green Tourmaline, Genuine Green Tourmaline; Genuine Tsavorite Garnet.
have a hint of yellow
they like and then find the
or mossy greens such as Peridot, Jade or Olive Tourmaline. Those with rosy
gemstone that fits within their budget and lifestyle.
or blue undertones to their skin look best in brighter greens, and green-blue
Our color focus for September is green. To help you even more – you
hues. Paraiba-like Blue and Green Tourmaline, Indicolite and Emerald are
can save 15% on all in stock, loose Green Quartz during the month of
gems to recommend.
September.
A little observation and simple questioning is a good way to start your
Is there a color your customer wears frequently? Green is known as the
color-focused sales strategy. Below are some general color questions, along
great harmonizer. It goes with everything from a simple black suit to a
with information to help you sell green.
stunning red dress. You cannot go wrong with a green accessory.
What is your customer’s favorite color? Let your customers know what
What are they looking for in a piece of jewelry – a sense of escape,
their favorite color says about their personality. Those who favor green are
energy, balance or a stunning fashion statement? Pastel and earthy greens
said to be social, stable and balanced. Kind and generous, green lovers are
give a sense of escape – a great way to add a relaxing touch to the day.
a loyal partner and friend. While they are open-minded, they are not risk
Energetic greens – greens touched with yellow or gold, are uplifting and
takers. When pushed, they usually stay with what is safe.
revitalizing. True green is the balance between blue and yellow thus, a pure
green gem brings balance to life.
What color eyes, hair and skin tone do they have? The best rule of thumb
There is a green gem to suit every budget, complexion, wardrobe and
when trying to find the perfect color is to try it on. Gems that complement
lifestyle. Helping your customers find their ideal hue will not only go a long
a person’s complexion will make the person glow, whereas gems that do not
way in building relationships, but will also help you profit.
enhance the complexion will dull their appearance.
Black Box Gemstones
®
Emerald (O)
Serial #51444
1.38ct
Sugg. Ret. $4,500/ct
Green Tourm. (H)
Serial #93351
2.31 ct
Sugg. Ret. $600/ct
Tsavorite Garnet (N)
Serial #115039
.96 ct
Sugg. Ret. $1,890/ct
Tourmaline,
Paraiba-Like (H)
Serial #109770
4.82 ct
Sugg. Ret. $4,440/ct
Chrome Tourm. (N)
Serial #112195
1.92 ct
Sugg. Ret. $1,125/ct
Olive Tourm. (N)
Serial #120460
1.67 ct
Sugg. Ret. $225/ct
Reports: Featured gemstones have Stuller report. Enhancement Code: N (natural), O (oiling), H (heated). Pricing is Suggested Retail and subject
to change without notice. Visit stuller.com for complete product information and availability.
SEPTEMBER 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
Focus on Inventory that Speaks to Your Customers
ith the recession dragging on, retailers
of discretionary goods of all sorts – from
electronics to apparel to jewelry – are focusing
in on inventory: what to acquire, and how
to manage it. American consumers’ attitudes
have fundamentally shifted – they are focused
on saving more, and spending less. However, the retail economy seems to
have entered “Phase Two” of this crisis: Consumers who are still able to
spend are emerging from paralysis, and beginning to indulge themselves
again. They are tired of living in fear, and are tiptoeing cautiously back
into buying. However, there is a much greater need to justify spending – to
spend selectively, do their homework and seek out true value – rather than
spending impulsively and voraciously. Diamond jewelry is in some ways the
easiest sell for jewelers who need to talk to today’s customers about longstanding value. Consumers are receptive to the message that diamonds not
only communicate love, but will be treasured for a lifetime and handed down
to the next generation. But managing your inventory mix so that you have
the right selection of diamond jewelry for your customers is both an art and
a science. Jewelers who plan ahead for holiday 2009 and the coming year
with smart inventory strategies – and communicate the value they provide to
their customers – should see improvements over last year’s performance.
Inventory Selection
Inventory selection is critical to the sales growth of your business, as
well as to the maintenance of your customer base and acquisition of new
customers. In the current environment of rapid consolidation, surviving
jewelers are poised to increase market share with the right buying and
marketing decisions.
Buying and stocking now in the same old patterns would be a mistake.
Examining every single SKU you carry with a critical eye is essential. We
believe the most important customer to buy for now is your Heavy Owner.
This is the diamond jewelry owner with eight or more pieces of diamond
jewelry – and there are many more out there than you may think. In these
recessionary times, Heavy Owners are the bedrock of our industry – you can
think of them as diamond “addicts” who still need their fix. They are the
primary consumer segment (beyond bridal customers) that is still actively
planning to acquire and are intensely involved with the category. They exist
plentifully at every income level, and in every channel.
So what should you stock for them? Remember that they already have
eight or more pieces. It is unlikely they are looking for the basics. While you
must, of course, have classic staples in stock, the Heavy Owner is looking for
what she perceives to be unique design. This often means a small variation
on theme – for example, studs surrounded by pave rather than set as simple
solitaires. It may mean fun diamond charms. She needs merchandise that
is so crave-worthy that she cannot stop thinking about it, and can’t put it
off for another year (or longer). And that merchandise should be unique
enough that she is not seeing it in every other jewelry retailer she visits.
Most importantly, she really needs to see value in the piece.
The Value Equation
Never assume that “value” means “discount.” It means believing that
you have gotten an excellent deal for what you paid. A strong emotional
concept, a unique designer, or a story of quality, craftsmanship, and heritage
can all provide diamond jewelry shoppers with the justifying rationale they
need to perceive inherent value in a piece.
Price thresholds are changing, however. Take a look back at your sales
data over the last few years – look at the average price for diamond jewelry
sales that were non-bridal. How has that shifted in the last 18 months? Plan
your new merchandise selection to hit a range of price-points that will create
a “sweet spot” for your average customer, whether she is looking for a big
purchase or a small treat, while offering unique design and value.
Clean House
Your vendor relationships will be critical to being able to make the right
inventory decisions. At this stage of the game, you should be consolidating
your business with vendors who will be true partners to you – helping you
keep pieces that are moving in stock, supplying you with your needs, and
being able to provide fast turnaround on pieces that you decide to minimize
in your inventory mix but may need to be able to provide on short notice.
Narrowing and deepening your field of partners right now is very important
to careful tracking of inventory and costs, and minimizing risk.
Turn, Turn, Turn
Having the right mix of diamond jewelry is key to inventory turn. And
inventory turn is critical to the profitability of your business. The most recent
“Cost of Doing Business Report” from Jewelers of America reports that stores
with high profits have a 20% greater inventory turnover than those with low
profits. But a surprising number of retailers do not keep careful track.
You can’t be sure you are keeping it moving unless you know when it came
in, and when it went out. Make sure that every piece of merchandise in your
store is stickered or tagged unobtrusively with its arrival date, and entered
into an Excel sheet or database. And make sure that when it is purchased,
that piece of information is also logged. You will quickly get a sense of the
average turn of each category of merchandise in your store, which you can
then use as a benchmark for individual SKUs. Pieces that move slower than
average should not be relegated to a case in the back of the store to languish.
Experiment briefly: 1). Move to a different position in the store, perhaps
with better signage 2). Make them a focus in sales meetings, ensuring that
sales staff is appropriately trained to sell the pieces 3). Move them to another
store location. If you don’t begin to see an improvement, discontinue them,
and swap them out for something new. Work with your vendor to find a
replacement piece that will help you create more variety, and be better
aligned with your customers’ wants and needs.
Perhaps more important than knowing what is selling slowly is to know
what is selling well. Stock up, stock variations in it, feature it. Make sure that
your sales associates are aware of bestsellers (sometimes it’s not what they
think) and are letting your customers know – people are highly influenced
by knowing what others are buying.
And back to that all-important Heavy Owner: Unlike other jewelry shoppers,
who shop infrequently even in good economic times, she is browsing in
jewelry stores once a month on average. Keeping your inventory in motion
around your store, but also having new pieces to show her as you swap out
slow-moving items with new merchandise, will keep her interested…and
purchasing.
The bottom line: Don’t reduce diamond inventory by deciding to offer a
small selection of bridal pieces and other “staples” alone. The current retail
situation requires a delicate balancing act and careful thought. Exercise
discipline – keeping inventories lean and doing more with less – but ensure
that what you do offer are strong sellers and unique designs that signal value,
and that you have vendors you can rely on to be true partners.
Editor’s Note: This standing column, promoting the diamond industry, as provided
by Emmy Kondo, Planning Director of the Diamond Promotion Service.
12 | the stuller standard | www.stuller.com SE P TEM B ER
2009
S T O R E S T R AT E G Y
w
store strategy
Stuller Studio CAM Services
e all know the retail landscape is changing
as never before. Competition from other
luxury products is fierce and if independents
are to survive and prosper, we must find
our specialty – our niche – what sets us
apart. One strategy is custom jewelry – a staple and standard of the
professional jeweler and craftsman. You have probably been doing
custom work for years, but have you asked yourself recently if you’re
doing it in the most profitable, effective and efficient way?
One of the most exciting evolutions in retail jewelry is becoming a
revolution – Computer Aided Design. If you haven’t seen the latest
How to Get Started:
1. From the stuller.com/studio page, click
on the CAM Services link to learn how to
upload your CAD file.
2. Soon after submitting your file, you will
receive a callback from one of our CAD/
CAM experts to discuss your 3D model and
explain all the specifics.
technology, you will be amazed. As with all things electronic, you get
more and more capability and power for the money than ever before
– and even better, with the introduction of Stuller Studio CAM
Services, you can join this revolution without the expense of the
3. Once you approve the job, we’ll start
making your creation a reality in just 6 - 8
working days.
associated milling or rapid-prototyping equipment.
According to Gemvision, the learning curve for Matrix is between
three to six months. Within a few weeks most new users are fluent
in basic tools and commands and are making jewelry. But it’s usually
in months four and five that customers really seem to exploit the
fuller power of the software. It’s a very intuitive program so it’s easy
to learn, but the capability is enormous and it takes a while to grow
familiar with that fuller ability.
What this means to the independent jeweler is affordable entry
into the most exciting jewelry design technology and custom
jewelry sales tool available. Craig J. Brey, Chief Operating Officer of
Diamond Nexus Lab in South Carolina relates the impact of some
recently manufactured custom rings on his business: “WOW! These
rings came out great!”
Jewelers are talented designers and most customers are happy with
their custom work. But getting the customer to visualize the piece
beforehand – to imagine what the piece will look like – even with
decent sketches, is often difficult. CAD is a great design tool but it
is a fantastic sales tool. Particularly given its incredible rendering
capability, with Matrix, the sale closes itself.
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.
in U.S. Dollars at a $1,000 gold
Finished Jewelry: Pricing is suggested retail
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
SEPTEMBER 2009 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
Are You a Trendsetter?
C
M
Y
CM
MY
CY
CMY
K
For over 25 years, the AGTA Spectrum Awards™ has continued to raise the bar
for Designers who work with colored gemstones and cultured pearls. Winning
a Spectrum Award is considered one of the industry’s most-esteemed honors,
and winning designs often set the trends for seasons to come. Enter Now.
A G T A
Details
Entries for the 2010 Spectrum Awards will be due in
Dallas by September 25, 2009
or at our New York drop-off on October 6, 2009
Platinum Honors sponsored by
14 | the stuller standard | www.stuller.com For more details, please visit www.agta.org
J ULY 2 0 0 9
Display Your Way
M
yth: Beautiful customized color displays take a long time to get, and
they're expensive.
T
ruth:
• You can have them in your showcases in 6 weeks after design appoval
• They begin at $600
• You can see what they would look like in your showcase BEFORE you
spend a dime!
How can this be?
With Case by Case™ from Stuller!
Our Technology:
• New, computerized technology allows you to see it before you buy it.
• Preconfigured or customized designs available based on showcase size (3', 4', 5' or 6') at 3 different price levels.
• You can tell us how many rings, pendants and earrings you would like to have in the case, and we can render the
possibilities for you.
Your Choices:
• 3 design styles: Cologne, Contour & Designer
• More than 50 colors; more than 200 display ideas
To brand your store with personalized showcase presentations, send a picture of your showcase(s)
to our Personalized Showcase Planners: Sandi Segura at sandi_segura@stuller.com, or
Trissy Boutin at trissy_boutin@stuller.com.
A
V
T
F
B
W
N
U
Q
E
P
D
R
M
C
S
H
K
J
G
A. 84533 Gold Fashion Starfish Earrings, 25mm x
18mm, 14kt yellow, $362 per pair.
B. 66714 Diamond Anniversary Band, ½ ct tw,
14kt two-tone, 30 $1,657.
C. 66715 Diamond Anniversary Band, ¼ ct tw,
14kt two-tone, 30 $1,028.
D. 67095 Diamond Ring, 1⁄6 ct tw, 14kt yellow/
rhodium-plated, 110 $1,060.
E. 69213 Diamond Necklace, .03 ct tw, 14kt
yellow, 33 18” $795. Mounting #84469.
F. 69215 Diamond Necklace, 1⁄5 ct tw, 14kt yellow,
33 18” $927. Mounting #84489.
G. Loose gemstones.
H. 71490 Ring for Round Gemstone, shown set
with 1-6.0mm AAA Pink Tourmaline and 211.1mm SI2-SI3 G-H diamonds, 1.85mm width,
2.10dwt7, 14kt white, through Stuller Studio™
$963. Mounting only, 14kt yellow, $369.
To order, visit www.stuller.com, or call 800.877.7777.
L
The
J. 84535 Dolphin Charm, 19mm x 4.75mm,
sterling silver, $47. (Shown with CH656, sold
separately.)
K. 84551 Starfish Charm, 18.5mm x 12.5mm,
sterling silver, $51. (Shown with CH656, sold
separately.)
L. 84539 Octopus Charm, 17mm, sterling silver,
$56. (Shown with CH656, sold separately.)
M. 84536 Seahorse Charm, 18.5mm x 4.25mm,
sterling silver, $47. (Shown with CH656, sold
separately.)
Allure
of Petite & Delicate
N. 84071 Pendant for Diamonds, shown set
with 48-1.3mm, I1 G-H diamonds, 34.75mm
x 13.75mm, 14kt white, 1.24dwt7*, through
Stuller Studio™, $993. Mounting only, 14kt
yellow, $242.
P. 67211 Diamond Necklace, 1⁄10 ct tw, 14kt twotone, 110 18” $545.
Q 67209 Diamond Earrings, 1⁄8 ct tw, 14kt twotone, 110 $734 per pair.
R. 67210 Diamond Ring, 1⁄10 ct tw, 14kt two-tone,
110 $608.
S. 64394 Diamond Ring, 1⁄3 ct tw, 14kt white, 110
$2,590.
T. 67120 Diamond Necklace, 3⁄8 ct tw, 14kt white,
33 18” $995.
U. 84400 Tiny Sun Pendant, 78-1.0mm, 21mm x
20mm, 1.20dwt, 14kt white, $236.
V. 66946 Genuine Tsavorite Garnet & Diamond
Earrings, 5⁄8 ct tw, 14kt white, 84, 110 $2,844 per
pair. (Also available semi-mount.)
W. 66963 Genuine Tsavorite Garnet & Diamond
Ring, ½ ct tw, 14kt white, 84, 33 $2,844. (Also
available semi-mount.)
FA S H I O N
Capturing
Diamond’s Sparkle
A
in the twinkling of an earring or bracelet...
B
Cocktail
parties,
dinner
and dancing, Girl’s Night
Out… all of these bring
up mental pictures of
occasions to wear diamond
jewelry. Add diamonds
C
to denim and you have a
great accessory to leisure
activity. As earrings and
D
as bracelets, diamond
accessories are the perfect
choice for any occasion.
This year’s hoop styling is
a twist on a classic. Some
of the most popular new
hoop earring styles show
diamonds on the outside,
E
and on the inside. Available
in the classic hoop shape
as well as in twists and
other looks, new inside
outside diamond hoop
styles gravitate toward
one of three major setting
styles: prong set, pavé
set and channel set. The
diamond is the hero with
our prong set styles. They
are clear communicators
of the diamond element,
and the diamonds featured
are generally .02 ct each
and larger. Pavé sets are
modern. They dazzle with
a smooth multi-surface
diamond appeal, yet reveal
a thousand sparks of light
with every turn of the head.
They generally feature
diamonds smaller than
.02 ct each. Painstaking
craftsmanship and design
are required to achieve that
perfect finish that feels like
Channel Set & Bamboo-Style
Hoop Earrings
62190 1 ct tw, $2,025 per pair
63588 1 ct tw, $1,915 per pair
c. 22073 3/8 ct tw, $1,880 per pair
d. 67155 3/4 ct tw, $4,195 per pair
e. 22073 5/8 ct tw, $2,810 per pair
f. 66766 11/2 ct tw, $3,930 per pair
a.
b.
F
18 | the stuller standard | www.stuller.com SE P TEM B ER
2009
FA S H I O N
G
Prong & Pavé Set
Hoop Earrings
H
J
67159 1 ct tw, $3,815 per pair
67159 1 1/2 ct tw, $4,805 per pair
j. 61378 1/2 ct tw, $1,300 per pair
k. 61378 1 ct tw, $2,270 per pair
g.
h.
satin to the touch. Channel
l.
set hoops are reminiscent
m.
61378 3/4 ct tw, $1,775 per pair
61378 1/2 ct tw, $1,300 per pair
of late 20th century styling.
They are simple to put on
and easy to wear. Most
often seen with diamonds
ranging .02 to .05 carat
each, channel sets are
usually seen in yellow gold,
which uses the borders as
a fashion asset. Equally
beautiful are the channel
sets in white, for today’s
customer who still wants to
wear a classic, but prefers
white metals. No diamond
look would be complete
with just the earrings.
Stackable bangles and
pieces makes the entire
K
jewelry palette come
together. You can see more
of our newest diamond
styling in The Finished
Jewelry Book, Vol. 78, due
to be in your store this fall.
The inside outside diamond
hoop styling exploits
L
the striking simplicity of
linear style. This gives
these product collections
versatility for wear from
day into night, and casual
to dresswear.
rings are fun to wear, great
conversation pieces and
M
so versatile! Adding playful
coordinating ensemble
N
Multi-Diamond Stackable
Bangle Bracelets Sold Individually
66937 14kt Rose, $3,140
66937 14kt White, $3,175
q. 66937 14kt Yellow, $3,140
n.
p.
P
Q
SEPTEMBER 2009 We love our magazine, but stuller.com has today’s pricing. Please visit us online for the most current information.
w w w. s t u l l e r. c o m
| the stuller standard | 19
A
D
B
C
E
F
G
The Magic
of Black Accents
A. 67268 Genuine Onyx Earrings, 20mm, sterling
silver, 59 $129 per pair.
B. 67267 Genuine Onyx Pendant, 27mm, sterling
silver, 59 $94. (Shown on CH606, sold separately.)
C. 67250 Genuine Onyx & Black Tourmalinated
Quartz Pendant, 20mm x 5mm, 20mm x 12mm,
sterling silver, 59, 195 $332. (Shown on CH606,
sold separately.)
D. 67252 Genuine Onyx & Black Tourmalinated
Quartz Earrings, 20mm x 5mm, 20mm x 12mm,
sterling silver, 59, 195 $682 per pair.
E. 67051 Diamond Earrings, 3⁄8 ct tw, 14kt yellow/
sterling silver, 33 $1,081 per pair. Mounting #84332.
F. 67074 Diamond Necklace, 1⁄3 ct tw, 14kt yellow/
sterling silver, 33 18” $786. Mounting #84329.
G. CH911 Endless Fashion Chain, 60mm x
30.56mm, sterling silver, 60” $383.
H
J
M
L
N
K
The
H. 50848 Fashion Ring, 21.75mm, 18kt yellow/
sterling silver, size 7, $522.
J. BRC418 Fashion Link Bracelet with Toggle
Clasp, 15mm, 18kt yellow/sterling silver, 7½”
$445.
K. 84528 Fashion Circle Necklace with Toggle
Clasp, 18kt yellow/sterling silver, 18” $324.
Drama
of Big Bold Texture
L. 50852 Fashion Ring, 16mm, 18kt yellow/sterling
silver, size 7, $754.
N. 50845 Fashion Ring, 13.5mm, 18kt yellow/
sterling silver, size 7, $152.
M. BRC426 Fashion Bracelet, 24.4mm, 18kt yellow/
sterling silver, 7” $578.
To order, visit www.stuller.com, or call 800.877.7777.
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 your wish. Don’t forget
Studio’s new, lower setting pricing starting at 45¢ per stone.
To learn more visit www.stuller.com/studio.
Not a CAD user yet? — or 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.
Build a Pair of Diamond Stud Earrings.
Digital Selling Solution allows you to design them
with your customer.
What could be more powerful
than working at your counter with your
customer, creating the exact diamond
stud earrings for which she is looking?
Our Design Your Earrings tool gives
you:
• five metal choices
• the option to filter diamonds by shape,
total carat weight and see retail price as
well as to select the post and back style
• customized diamond stud earrings in
your store in 3 to 5 business days
To learn more, go to stuller.com and
select the Marketing Services tab and
then go to Digital Selling Solutions.
The Ideal Source
A combination of beauty and science, ideal-cut diamonds are offered through our
powerful Red Box Diamond® program. Available in sizes from 3/8 carat to 5 carat and
larger in all shapes and qualities. You can rest assured that your customer will receive
the trust, confidence and security you have come to expect from us.
• Direct manufacturing
• Prime source
• No inventory investment
• Just-in-time delivery.
Stuller. The beauty of it all.™
Bridal
Jewelry
Finished
Jewelry
Mountings
Diamonds
Gemstones
Findings
Metals
Stuller, Inc. is a DTC Sightholder.
Tools
Packaging
& Display