Jeweller - November 2022

VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY
NOVEMBER 2022
Sunny-side up
AFTER A SUCCESSFUL RESET,
THERE’S MUCH TO LIKE ABOUT 2023
Retail in the cloud
JEWELLERS MOVE TOWARDS
A SUBSCRIPTION ECONOMY
Meet and Greet
RETAIL’S TECH AND
SOFTWARE INNOVATORS

Helping you shine
yesterday, today
& tomorrow.
YOUR LEADING SUPPLIER OF PINK ARGYLE, WHITE DIAMONDS & DIAMOND JEWELLERY
worldshiner.com

SAMS GROUP
AUSTRALIA
Sapphire Dreams now stocks certified, inscribed, sustainably sourced Australian
Sapphires. Australian sapphires are unparalleled, ranging from deep blues, teal and
green, to vibrant orange and yellow and the sought-after Parti. We offer single stones,
matching pairs, and an array of sapphire melee in a myriad of shapes, sizes & colours.
SINGLE STONES
MATCHED PAIRS
CALIBRATED MELEE LINES

Apply for wholesale access via QR code or call our friendly team 02 9290 2199

Introducing our Revolutionary
3D Ring Configurator
PHONE 1300 886 108
LIVADI.COM

8 | November 2022
Info@LJWestDiamonds.com | www.LJWestDiamonds.com | www.ScottWestDiamonds.com

To schedule an appointment, please contact us:
L. J. WEST DIAMONDS INC. | 589 5th Ave, Suite 1102 | New York, NY 10017, U.S.A. | T +1 212 997 0940
November 2022 | 9
L. J. WEST AU PTY LTD | Level 9, 225 St Georges Terrace | Perth, WA 6000, Australia | T +61 40 997 6981

TENNIS BRACELETS PROGRAM
If it’s important,
it’s Essential.
LAB DIAMONDS AS LO
Over 5000 diamon
Short and long term memo
STUD EARRINGS PROGRAM
IGI Lab Cert#
Shape
Weight
Col/Clar
Cut
Polish
Sym
2.0 CT TW
$999
7.0 CT TW
$3599
3.0 CT TW
$1499
8.0 CT TW
$3999
4.0 CT TW
$1899
All Bracelets 14K White Gold, 14K Yellow Gold or
14K Rose Gold Classic 4 Prong Wire Basket
Only need one? Jewellery available for individual purchase.
» All Diamonds F – G Colour
» SI1 – SI2 Clarity
» IGI Certify Jewellery for $50 more
10.0 CT TW
$5499
SOLITAIRE RINGS PROGRAM
0.5 CT: 3
0.7 CT: 3
1 CT: 1
1.5 CT: 1
2 CT: 1
9 Pack Bundle
Sale Price
$5699
Long Term Memo Price
$6499
All Rings 14K White Gold or Yellow Gold
Traditional Shank or Pinched Shank
5.0 CT TW
$2799
AVAILABLE IN 18, 27 & 54 PACK BUNDLES
532262069 BR 5.01 F-VS2
538298440 BR 5.02 G-VS1
9546203529
Pack Bundle BR 3.51 F-VS2
536203375 BR 3.47 E-SI1
Sale Price
537226089 BR 3.3 F-VS1
1 CT TW: 544241551 5
$4999
BR 3.21 G-VS1
1.5 CT TW: 544251410 2
BR 3.11 F-VS1
547247800 Long BR Term 3.07 Memo Price G-VS1
2 CT TW: 508153075 2
$5899
BR 2.6 G-SI2
488122981 BR 2.43 E-VS1
537239025 BR 2.39 F-VS1
AVAILABLE 537241163 IN 18, 27 & 54 BRPACK 2.34 BUNDLES E-SI1
534262651 BR 2.29 G-VS1
All Studs 14K 508153090 Yellow Gold or BR 14K White 2.2 Gold F-SI1
Screwback 533218868 or Martini BR Pushback 2.23 F-SI2
534246755 BR 2.1 E-VS1
496199301
533218746
536289998
BR
BR
BR
2.03
2
2
D-SI2
F-VS1
F-SI1
536294116 BR 2.01 F-SI2
PENDANTS 534262493 PROGRAM
BR 1.61 F-VVS2
536290826
534239437
512232285
542238092
514288883
544251864
544280364
523207685
BR
PR
PR
PS
EM
EM
EM
CU
1.51
2.27
2
3.02
5.35
5.15
5.13
2.26
G-VVS2
G-VS1
G-VS2
G-VS2
E-VVS2
E-VS1
E-VS1
E-VS1
524250727 CU 2.19 F-VS1
532263074 RAD 5.03 E-VS1
9529259545
Pack Bundle RAD 2.07 G-VS2
528227217 HS 2 F-VS1
0.5 CT:
487193327
3
Sale Price
HS 2.05 G-VS2
0.7 CT: 508151963 3 $4499 AS 3.54 H-VS1
1 CT: 1537216532
OV 4.02 F-VS1
539218526 Long OVTerm Memo 4.02 PriceG-VS2
1.5 CT: 1
544252123 OV 3.73 G-VS1
2 CT: 1544241572
$5299
OV 3.01 G-VS1
AVAILABLE IN 18, 27 & 54 PACK BUNDLES
EX
ID
EX
ID
ID
ID
ID
ID
ak
ID
ID
ID
ID
ID
ID
ID
ID
EX
EX
EX
ID
ID
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
22 W 48th St, New York,
Call: (212)-764-7841 | Email: sa
Website: www.sanghavisolitaire.
All Pendant 14K Yellow Gold or 14K White Gold
Solid Bale or V Bale
SCAN QR CODE FOR
THE FULL PROGRAM
22 W 48TH ST, NEW YORK, NY 10036, USA
CALL: +1 (212)-764-7841 | SALES@ELGDIAMONDS.COM
WWW.SANGHAVISOLITAIRE.COM/HOME/DAILYSPECIAL

IGI Lab Cert#
549202296
551272325
544283518
544252112
536203375
516260791
532239455
517224775
547256983
542237022
547246619
536289868
536291487
529259599
533220474
549220438
546203522
544280842
550269096
551285360
551207435
551278316
474129833
541284845
536291475
538274505
536275206
523207685
371902862
526283027
538277168
533214916
533286978
538285663
510102263
539235031
541254877
551274584
550237582
Shape
BR
BR
BR
BR
BR
BR
BR
BR
BR
BR
BR
BR
PR
PR
PR
PS
PS
PS
EM
EM
EM
EM
EM
CU
CU
CU
CU
CU
CU
CU
RAD
RAD
RAD
MQ
HS
AS
OV
OV
OV
Col/Clar
F-VS1
F-VS1
G-VS1
H-VS1
E-SI1
F-SI1
E-VS1
D-SI1
F-VS1
F-VS1
E-VS1
G-VS1
G-VS1
G-VS1
E-VS1
G-VS1
F-VS2
G-VS1
D-VS1
E-VS1
E-VS1
F-VS1
D-VVS2
G-VS2
G-VS1
G-VS1
G-VS1
E-VS1
E-VS1
E-SI1
E-VS1
G-VVS2
G-VS1
E-VS1
F-VS1
G-VS1
F-VS2
G-VS1
G-VS2
Cut
EX
ID
EX
EX
ID
ID
EX
EX
EX
ID
ID
EX
Polish
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
Symmetry
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
Discount %
-95.75
-96.00
-96.60
-96.60
-95.75
-96.00
-96.60
-95.75
-96.90
-97.20
-96.75
-97.00
-96.00
-96.40
-96.25
-95.50
-95.25
-95.75
-98.10
-98.20
-98.10
-98.00
-96.20
-96.10
-96.10
-96.10
-96.20
-96.00
-96.75
-96.40
-97.70
-96.50
-96.75
-94.25
-96.00
-95.75
-96.50
-96.60
-96.70
Depth %
62.5
59.6
61.7
59.4
61
61.4
60.3
61
63.2
61.9
62.2
60.1
75
72.1
72.4
61.8
65
65.5
61.5
63.6
61.3
63.2
65.8
67.8
67.3
68.7
67.6
68.5
60.8
66.5
65.3
66.3
68.4
61.6
56.4
67.1
63.1
63.9
63.4
Table %
59.5
59
60
62.5
58.5
58.5
59
60.5
56.5
57
59
60
73
70
70.5
58.5
61
59.5
61.5
66
67.5
66.5
61
65
64.5
63.5
66.5
64.5
67.5
60
67
65
67
59
59.5
67
66
61.5
61
Total $
$12804.19
$5011.60
$3520.02
$2836.45
$3686.88
$3045.20
$4092.75
$1934.18
$1568.60
$1392.16
$1672.61
$1193.40
$1550.00
$1227.60
$1390.50
$3047.62
$1781.72
$1449.25
$6034.88
$5332.32
$5351.92
$5170.60
$1675.80
$1538.16
$1589.84
$1511.25
$1384.15
$1627.20
$1281.15
$1020.28
$6465.76
$1224.30
$1103.21
$4991.00
$1414.40
$1666.64
$2606.62
$1164.67
$1081.41
Weight
5.15
3.74
3.57
3.55
3.47
3.31
3.21
2.46
2.3
2.26
2.19
2.04
2.5
2.2
2.06
3.01
2.42
2.2
5.25
5.29
5.03
5.02
2.1
2.72
2.63
2.5
2.35
2.26
2.19
2.01
5.02
2.12
2.19
3.1
2.08
2.53
3.31
2.21
2.26
NY 10036, USA
les@elgdiamonds.com
com/Home/DailySpecial
metry
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
EX
Discount%
-95.50
-95.25
-96.10
-94.50
-96.50
-96.70
-96.60
-96.60
-95.75
-96.40
-96.75
-96.20
-96.75
-96.20
-96.20
-96.50
-95.25
-96.60
-96.20
-96.00
-96.60
-96.40
-96.00
-95.75
-95.25
-97.75
-98.00
-97.90
-96.00
-96.50
-97.25
-96.75
-95.75
-95.75
-96.50
-95.00
-95.25
-95.25
-95.50
Depth%
62.7
60.8
60.2
61
62.4
61.5
61.2
62.5
62.9
62.1
62.4
61.4
61.5
61.3
62.1
61.4
62.5
63.1
59.7
63.1
62.4
61.8
71.8
73.2
61.9
65.5
62.2
64.5
68.5
62.9
61.7
68.4
60.9
62.8
63.7
62.2
63.6
64.1
63.4
Table%
56.5
59.5
61
58.5
57
59
59
57.5
55
57.5
57.5
57.5
58.5
59
56.5
59.5
58
56.5
61.5
55.5
57.5
58
70
75
60.5
61.3
65.5
64.5
64.5
62
65.5
60
55.5
55.5
64
62
64.5
60
59.5
Total$
$11385.22
$12041.72
$4038.26
$4771.25
$3869.25
$3071.97
$3542.29
$3027.02
$1359.15
$2055.78
$1708.85
$1556.10
$1451.29
$1362.68
$1118.57
$1727.25
$1456.02
$1496.00
$1238.80
$1061.28
$947.00
$815.40
$1407.40
$1232.50
$2940.72
$7102.12
$5768.00
$6018.98
$1627.20
$1303.05
$7746.20
$975.49
$1445.00
$1263.31
$2478.00
$7135.50
$5251.12
$3986.44
$3047.62
SCAN THE
QR CODE
TO SEE OUR
INVENTORY
W AS 97.75% OFF!
ds on hand
programs available
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OUR INVENTORY
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In conjunction with the Gift & Lifestyle & Frontline stores
FEBRUARY 4 – 6, 2023
Melbourne Convention
& Exhibition Centre
Proudly supported by
In conjunction with
ONE MEGA EVENT, ONE TIME, DO IT ALL!
AUSTRALIA’S NO.1
JEWELLERY EVENTS
Contact Nick Fewtrell on email at
nicholas.fewtrell@expertiseevents.com.au
Organised by
Est. 1990

NOVEMBER 2022
Contents
This Month
Industry Facets
15 Editorial
30
10 YEARS AGO
Time Machine: November 2012
16 Upfront
35
LEARN ABOUT GEMS
Garnets: Part III
20 News
72
MY BENCH
Sergio Bassil
44 TECHNOLOGY FEATURE
Welcome to the Cloud
36 Jewellers Showcase
74
SOAPBOX
Erin Keller
4Learn more about the phenomenon sweeping
through the retail sector - cloud technology.
Features
44
50
60
TECHNOLOGY FEATURE
The Cloud is transforming the retail game
THE DIGITAL FUTURE
Get to know some of the industry’s tech experts
EVENT COVERAGE
Busy road ahead for buyers and suppliers
Better Your Business
50 THE DIGITAL FUTURE
Meet and Greet
4The international jewellery industry
now more than ever before offers a
variety of technology programs, tools,
and services designed to improve your
bottom line.
60 EVENTS COVERAGE
Looking forward
4After a tumultuous three years there is
reason for optimism for jewellery buyers
and suppliers.
66
68
69
70
71
BUSINESS STRATEGY
Have you tried mystery shopping? KIZER AND BENDER encourage you to give it a go.
SELLING
RYAN ESTIS returns for part two of his series on sales preparation.
LOGGED ON
DAVID BROWN outlines how sales data analysis can take your business to the next level.
MARKETING & PR
JOSH STRUTT explains the importance of standing out this Christmas sales period.
MANAGEMENT
Customers want a business to love – MICHAEL HINSHAW teaches you how to build it.
FRONT COVER Purchase diamonds online
with a single click – Diamonds On Call aims
to bring confidence and comfort to all who
use the platform, whether they be a jeweller,
retailer, manufacturer, or designer. True
to this desire to unify, Diamonds On Call is
available on all devices and all operating
systems. Visit: diamondsoncall.com
November 2022 | 13

MADE BY
HAND,
FORGED
IN FIRE
Introducing Elysian.
Made by hand, forged in fire, our Elysian range is a true
expression of character and craftsmanship. A simple
statement or customised piece for him, her or them.
Proudly 14 made in South | November Australia 2022 since 1976.
Long live love

Editor’s Desk
Spare them the sermon -
your customers often don’t care
Once upon a time the only person who was entitled to give unprompted advice to a business was the accountant.
How times have changed! ANGELA HAN navigates the complex new world.
Accountants provide directions on the
best ways to manage a business by
analysing sales data and inventory
movement, as well as many other things.
It was and still is something of a science,
with established rules, principles and laws
that give the accountant confidence in
providing the advice.
I’m sure you’ll agree that things seemed
simpler back then.
In less than a decade, the world has
become full of ‘experts’ on all sorts of
matters - from ethics and sustainability
to diversity and inclusiveness. The power
to make or influence critical business
decisions are increasingly being afforded
to those who may not understand
the difference between something as
elementary as debit and credit!
The rise of social media along with woke
capitalism has meant that there is no end
to experts and activists lecturing you and
making demands about how you should
run your business. The issue is whether you
should listen to them or their preaching.
Don’t be fooled. What is often important
to the industry (suppliers) is often not
important to their customers (jewellery
retailers) and which often extends to
what is often important to retailers is not
important to consumers.
But, for activists and the new breed of social
media preachers, what they think should be
of interest to everyone, is often not.
Many moons ago, Jeweller was approached
by the CEO of an international watch
company who suggested the magazine
conduct an interview about her brand.
This would not surprise you and it’s not an
uncommon occurrence. In fact, it can be a
welcome one because what may start out
as a run-of-the-mill interview often leads
to a unique discussion point. That is itself
the most important point to remember -
finding something of interest to write about
that will interest you, the reader.
The journalist replied asking what the CEO
thought was the angle of the story, given
that there are literally thousands of watch
brands in the market.
The answer came back: “I am a female
watch designer”. He replied, “Great, but
what’s the angle of the story?”
She responded with more detail, however,
it soon became clear that the only angle
she felt worthwhile pursuing was that
she was a woman in a male-dominated
industry.
The journalist agreed with the CEO that
it was valid observation on the watch
industry at large, but doubled down by
asking if this was really of any interest to
our readers, her potential customers.
While merely making it as a female watch
designer in today’s business world is
worthy of a personal congratulations and
little more - it’s certainly not worthy of
an article because, we believe it has little
relevance to our readers.
However, there was a far more important
issue at play: Design is gender blind.
For example, take two or three watches
and dare anyone to accurately identify
which watch was designed by a male and
by a female. Yes there is a difference if the
watch (or other product) is designed for a
woman, but that’s quite different to a
watch that is designed by a woman!
Even if such things were identifiable
then the gender of the designer remains
unimportant. Either a customer likes the
product or design, or doesn’t.
Jeweller’s view then and now was that
our readers, who were also her potential
customers, don’t really care about who
designed the product.
In the instance of a retailer (as a customer
of a brand), they merely want to know if
the design sells. And in the instance of a
consumer (as a customer of a retailer),
they merely want to know if they like it.
The CEO initially took issue with this view
– and if you’re reading this, perhaps you do
too – so we took the scenario away from
‘our industry’, to neutral ground.
We suggested that the CEO consider a
different example: she was in the market
to purchase new lingerie and she had
narrowed her options down to two pieces
The rise of
social media
along with woke
capitalism has
meant that
there is no
end to experts
and activists
lecturing you
and making
demands on how
you should run
your business.
The issue is
whether you
should listen to
them or their
preaching.
with an identical price tag, at $100. The first
she rated as a 9/10 piece, the second was
rated as a 7/10 or 8/10.
Jeweller’s journalist posed this question to
the CEO: which one do you buy?
As expected, she naturally responded that
she would buy the item she rated as 9/10-
who wouldn’t? She was then asked if she
would change her selection if she was told
that her preferred lingerie was designed by
a man, while the other was designed by a
woman.
It’s okay if the answer is ‘yes’ to that
question because it’s always up to the
customer to rationalise purchases by
whatever decision they see fit. But if you
were in this position, might you experience
buyers remorse for selecting one item,
when you know you preferred the other?
Our watch company CEO took her time
answering, before saying that she would
stick with the lingerie she believed to be a
9/10 and at that point she understood our
view, namely; the only thing that matters
is what the customer thinks, not what the
business or industry thinks.
In our hypothetical (but realistic) scenario,
a consumer wants to buy a watch that they
like. Who designed the product, what their
gender or race is usually doesn’t matter, they
just want a product that best suits them.
And given that design is gender blind - it’s
nigh on impossible to accurately identify
whether a male or female created it - then
it’s not up to a business to push agendas
onto consumers for which they are
unconcerned and might find irrelevant.
Many years after the CEO contacted us,
we find the ‘noise’ created by agenda
driven activists and woke capitalists has
intensified. Now, don’t get me wrong,
most - but not all - of the causes are
noble. The issue for small businesses
such as jewellers is not to be fooled by the
preaching and into adopting something that
is of no interest to your customers.
Don’t believe me? Then ask Gillette about
‘Go Woke, Go Broke!’
Angela Han
Publisher
November 2022 | 15

Upfront
#Instagram hashtags to follow
Alpha Order
#gemstonejewelry
569,000 POSTS
#jewellerygoals
142,303 POSTS
#gemstonesindia
40,404 POSTS
#finejewellery
2,000,000 POSTS
#sapphirestone
5,655 POSTS
HISTORIC GEMSTONE
Black Prince’s Ruby
#goldchains
551,000 POSTS
#pearlsjewelry
192,000 POSTS
#pearlchoker
119,000 POSTS
#goldbracelet
490,000 POSTS
#jewellerydesigns
201,000 POSTS
4The Black Prince’s Ruby is a 170-carat
cabochon red spinel that is set in the cross
pattée above the Cullinan II diamond at the front
of the Imperial State Crown of the United
Kingdom. The Black Prince’s Ruby dates
back to the middle of the 14th century,
initially belonging to Abū Sa’īd, the
Arab Muslim Prince of Granada. Don
Pedro of Seville took possession of the
gemstone during the Christian conquest
of the Iberian peninsula. In 1366, the
gemstone traded hands for a second
time, becoming the possession of
Edward the Black Prince, son of King
Edward III of England, as a part of a military negotiation.
The gemstone has remained in England ever since, and
is featured in the official coronation portrait of Queen Victoria.
Trend Spotting
4London Fashion Week has come and
gone for another year and one trend to
leave a lasting impression was supersized
jewellery. Poster Girl’s giant sea
anemone-styled rings gathered plenty
of attention while Masha Popova’s
neon bright earrings were equally
eye-popping but were made from
lightweight materials that won’t
weigh potential wearers down.
Pictured: Halpern
Stranger Things
Weird, wacky and wonderful
jewellery news from around the world
Bacteria bangles?
4Chloe Fitzpatrick, a designer
from Scotland, has gone viral
on social media after creating
jewellery made from bacteria.
21-year-old Fitzpatrick took
samples from her skin, as well as
samples from plants, and placed
them in a petri dish with a special
growth medium known as agar. The
bacteria then multiples and she is
able to isolate colours to be used
as dye for jewellery and clothing.
Fitzpatrick’s videos has amassed
millions of views.
800-year-old coin
4Manufacturer Stauer, based
in the US, has crafted a watch
featuring an 800-year-old
coin. Dubbed ‘The Crusader’
the timepiece features a silver
denier dating back to 1163AD.
The coin was originally minted
by Bohemond III, the ruler of the
Principality of Antioch, which today
is located between Turkey and
Syria. The watch also features the
latin phrase ‘Carpe Diem’.
Digital Brainwave
Motherly love
Voice payments
are becoming
an increasingly
popular practice.
4The next big trend for retail efficency may
well be ‘voice payments’. Customers select
the jewellery products, place the order via
voice and make payment as a checkout. The
concept is already popular in India, where
there are reportedly more than 160 million
e-commerce users employing ‘voice-based’
technologies to shop. Business consultants
Capgemini surveyed 4,800 consumers and
more than 950 executives from 12 major
economies, including Australia, and found
that 77 per cent of consumers expect to use
touchless technologies more frequently.
Campaign Watch
4Michael Hill has launched its
Christmas campaign, celebrating the
busiest season of the year for retailers
everywhere. Creative lead, Christy
Peacock said: “Building on last year,
our story continues with our central
characters, Archie and Alice. Executed
as a beautifully simple, timeless
Christmas fable, it’s one that everyone
can easily relate to.”
4Kim Kardashian has been branded
‘creepy’ after it was recently made
public that she plans to make
jewellery from her mother’s bones.
Mother of Kardashian, Kris Jenner,
recently underwent hip surgery, and in
the lead-up to the procedure Jenner
revealed that she had approved an
unusual request from her daughter
that doctors not discard any leftover
bone following the procedure so
that she can use the material to
manufacture jewellery.
VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY
Published by Befindan Media Pty Ltd
Locked Bag 26, South Melbourne, VIC 3205 AUSTRALIA | ABN 66 638 077 648 | Phone: +61 3 9696 7200 | Subscriptions & Enquiries: info@jewellermagazine.com
Publisher Angela Han angela.han@jewellermagazine.com • Journalist Samuel Ord samuel.ord@jewellermagazine.com
Production Coordinator Lauren McKinnon art@befindanmedia.com • Advertising Toli Podolak toli.podolak@jewellermagazine.com • Accounts Paul Blewitt finance@befindanmedia.com
Copyright All material appearing in Jeweller is subject to copyright. Reproduction in whole or in part is strictly forbidden without prior written consent of the publisher. Befindan Media Pty Ltd
strives to report accurately and fairly and it is our policy to correct significant errors of fact and misleading statements in the next available issue. All statements made, although based on information
believed to be reliable and accurate at the time, cannot be guaranteed and no fault or liability can be accepted for error or omission. Any comment relating to subjective opinions should be addressed to
the editor. Advertising The publisher reserves the right to omit or alter any advertisement to comply with Australian law and the advertiser agrees to indemnify the publisher for all damages or liabilities
arising from the published material.

WHEN IT’S FILLED WITH LOVE AND MEANING,
IT’S MORE THAN A GIFT
pandora.net

Some people exaggerate, and some lie.
Numbers are always honest.
July 2022
Jeweller
Jewellery World
5,459 VIEWS
970 VIEWS
Jewellery World's engagement for July
is only 17.77% of Jeweller's
JEWELLER HAS
5.6
TIMES MORE
VIEWS /
READERSHIP
June 2022
Jeweller
Jewellery World
3,771 VIEWS
404 VIEWS
Jewellery World's engagement for June
is only 10.71% of Jeweller's
JEWELLER HAS
9.3
TIMES MORE
VIEWS /
READERSHIP
May 2022
Jeweller
Jewellery World
5,195 VIEWS
810 VIEWS
Jewellery World's engagement for May
is only 15.59% of Jeweller's
JEWELLER HAS
6.4
TIMES MORE
VIEWS /
READERSHIP
April 2022
Jeweller
Jewellery World
5,641 VIEWS
949 VIEWS
Jewellery World's engagement for April
is only 16.82% of Jeweller's
JEWELLER HAS
5.9
TIMES MORE
VIEWS /
READERSHIP
March 2022
Jeweller
Jewellery World
11,490 VIEWS
Jewellery World's engagement for
March is only 4.55% of Jeweller's
523 VIEWS
JEWELLER HAS
22.0
TIMES MORE
VIEWS /
READERSHIP
February 2022
Jeweller
Jewellery World
7,322 VIEWS
551 VIEWS
Jewellery World's engagement for
February is only 7.53% of Jeweller's
JEWELLER HAS
13.3
TIMES MORE
VIEWS /
READERSHIP
18 | November 2022

The numbers speak for themselves.
Over 12 months, Jeweller achieves 165,135 views/readership compared to only 8,855 by Jewellery World.
December 2021
Jeweller
Jewellery World
17,958 VIEWS
1,220 VIEWS
Jewellery World's engagement for
December is only 6.79% of Jeweller's
JEWELLER HAS
14.7
TIMES MORE
VIEWS /
READERSHIP
November 2021
Jeweller
Jewellery World
12,095 VIEWS
626 VIEWS
Jewellery World's engagement for
November is only 5.18% of Jeweller's
JEWELLER HAS
19.3
TIMES MORE
VIEWS /
READERSHIP
October 2021
Jeweller
Jewellery World
30,655 VIEWS
789 VIEWS
Jewellery World's engagement for
October is only 2.57% of Jeweller's
JEWELLER HAS
38.9
TIMES MORE
VIEWS /
READERSHIP
September 2021
Jeweller
Jewellery World
20,497 VIEWS
735 VIEWS
Jewellery World's engagement for
September is only 3.59% of Jeweller's
JEWELLER HAS
27.9
TIMES MORE
VIEWS /
READERSHIP
August 2021
Jeweller
Jewellery World
27,522 VIEWS
633 VIEWS
Jewellery World's engagement for
August is only 2.30% of Jeweller's
JEWELLER HAS
43.5
TIMES MORE
VIEWS /
READERSHIP
July 2021
Jeweller
Jewellery World
15,530 VIEWS
645 VIEWS
Jewellery World's engagement for July
is only 4.15% of Jeweller's
JEWELLER HAS
24.1
TIMES MORE
VIEWS /
READERSHIP
November 2022 | 19
Between July 2021 to July 2022 Yumpu, the independent magazine publishing service, recorded Jewellery World’s eMag views/readership
as only manage 6% of that of Jeweller. Yumpu’s data is dynamic and was gathered on 28 October, 2022 (2pm AEST).

News
Legal concerns over
DDCA’s New Zealand claims
New Melbourne Expo announced for 2023,
Jewellery Design Awards details revealed
The mystery plaguing the practices of the Diamond
Dealers Club of Australia (DDCA) has led to questions
over the Club’s claims and therefore its adherence to
New Zealand trade law.
Among those concerns was the suggestion that the
DDCA – led by president Rami Baron for 14 of its 15
years – represents New Zealand on the international
stage.
The DDCA website states the Australian club is the
“New Zealand representative of the World Federation
of Diamond Bourses”.
While the claim has been made on an Australianbased
website, New Zealand authorities confirm that
the Fair Trading Act (FTA) would still apply across the
so-called ‘ditch’.
According to the Commerce Commission, New
Zealand’s competition, consumer and regulatory
agency, businesses cannot behave in a way that is
misleading or false.
“They also can’t make misleading or false statements
about their products or services, including price,
standard, quality, origin or history and endorsements
or approvals…,” the Commission’s website states.
New Zealand’s Commerce Commission and Fair
Trading general manager Vanessa Horne confirmed
the circumstances in which the law may be applied.
“The Fair Trading Act prohibits false and misleading
conduct by businesses in trade,” Horne explained.
She added, “The Act applies to all businesses ‘in
trade’ in Aotearoa New Zealand, meaning businesses
– local and international – that supply goods or
services in Aotearoa,” meaning that New Zealand
law applies to Australian-based organisations that
mislead or deceive, including on “endorsements or
approvals”.
Despite previously reported requests for clarification,
there has been no evidence provided by Baron and/or
the DDCA to substantiate the claim that it represents
New Zealand.
When contacted in August, both the Jewellers
Association of New Zealand (JANZ) and the Jewellers
& Watchmakers New Zealand (JWNZ) knew nothing
about the claims.
Next year’s jewellery industry calendar is about
to get busier with Expertise Events announcing
a new trade show scheduled for February and
the 2023 Jewellery Design Awards.
The Jewellery Design Awards will return to
the International Jewellery Fair (IJF) next year,
following a three-year COVID-enforced hiatus.
The biennial Jewellery Design Awards (JDA)
were launched in 2017 and enthusiasm was
high with 105 entries across 12 categories. The
Awards recognise Australian and New Zealand
jewellery design and manufacture across
jewellers, apprentices and students.
The last JDA event took place in 2019 and saw
44 finalists across 10 categories, however;
the 2021 edition was cancelled because of the
global pandemic
Gary Fitz-Roy, managing director Expertise
Events, said, “As we have done in previous
years, an expert panel will review all entries in
a blind judging process to establish a finalists
list. Entries are marked on theme, use of
materials, retail presentation and commercial
viability.
“The finalists will then have the opportunity to
showcase their work with an interactive display
at the 2023 International Jewellery Fair in
August.”
The winners will be announced on Sunday 20
August with a canapé reception on the fair floor
at Sydney’s ICC Exhibition Centre.
Fitz-Roy explained that the JDA format is
unique for Australian jewellery awards.
“Unlike other awards, our format showcases
the finalists on the main exhibition floor for two
days before the actual Awards presentation.
Each piece can be viewed by the thousands of
retailers and suppliers at the fair who can also
vote in the People’s Choice Award, and this
brings people to the show and is another way
we hope to unite the industry,” Fitz-Roy said.
He added that the categories and prizes for
the 2023 JDA are still being finalised because
“we are waiting on decisions from two or three
international organisations who we hope will
give the Awards an even bigger boost than in
previous years.”
Meanwhile, Expertise Events has added a
third event to the 2023 industry calendar – the
Melbourne Jewellery Expo – which was fully
booked in one day.
Fitz-Roy admitted he undertook a ‘soft
announcement’ to suppliers to gauge support
before formally advertising the event to the
wider industry.
“I was quite surprised at the feedback.
Admittedly, we committed limited space to
the Expo but we received more requests for
bookings on the first day than we have stands.
We are now reviewing how we can create more
space to accommodate the current waiting list
and the expected additional interest.”
In March 2021 Expertise Events introduced
the Australian Jewellery Fair – a small-scale
show in Sydney – as a way for suppliers to
reconnect with customers face-to-face after
the 2020 lockdowns. The boutique style event
was promoted as a way to help stimulate sales
and ordering after the Christmas and New Year
sales periods and following Valentine’s Day
sales.
The 2021 event was successful and it ran again
in March this year with the aim to also capture
the pre Mother’s Day sales cycle.
Fitz-Roy explained that following the success
of both Sydney jewellery fairs this year (March
and August) he received exhibitor feedback and
requests to see if “we could deliver something
to help stimulate the Melbourne and Victorian
jewellery market. Many of our exhibitors had
suggested a small, boutique-style event in
Melbourne as that state continues to rebuild as
the hardest lockdown state.
“So we took it to market in late September
and by the end of the day we had more people
wanting to exhibit than we had stands. That
forced us to review our plans, which we are
currently doing so we can go back to the
suppliers and advise on space allocation,
presentation and promotion.”
Fitz-Roy added, “The Expo is designed to
serve Melbourne and country retailers and
has the support of the major buying groups -
Nationwide Jewellers, Independent Jeweller’s
Collective and Leading Edge Jewellers.”
Melbourne Jewellery Expo will run from 4-6
February and will be co-located with the 2023
Gift Fair and Frontline Retail stores events.
20 | November 2022

News
Another month of rising sales for Aussie retailers
No stone precious metal jewellery sales
dollar figures were impressive with a 57 per
cent increase compared to 2021 and a notable
27 per cent growth on the 2-year difference
to 2020.
Competition regulator
targeting greenwashing
Silver and alternative metals jewellery
sales dollars were also very pleasing with
a 74 per cent jump compared to 2021 and
respectably 33 per cent improve on the 2-year
comparison to 2020.
The latest sales analysis from Retail Edge
has drawn attention to a second consecutive
month of strong performance for local
jewellery retailers.
Retail Edge’s data is gathered from POS
software located in more than 400 Australian
independent retail jewellery stores and
in September, comparative overall sales
increased by 54 per cent compared with 2021.
Sales performance rose 18 per cent
compared with September 2020. These
figures come after a tremendous August
analysis revealing a 62 per cent rise
compared with 2021.
The results for comparative units sold show
a good increase of 38 per cent compared to
September 2021 but a modest 0.2 per cent
improve on the 2-year comparison to 2020.
Comparative average sale (in inventory only)
was a 12 per cent improver compared to
September 2021, up to $220 from $197.
Retail Edge sales manager Mike Dyer once
again forewarned of the significant impact the
market conditions during the pandemic had
on the final figures.
“As was stated each of the last few months,
when reviewing the numbers it’s important to
remember that July, August and September
2021 and 2020 were impacted by lockdowns
and so this will have an influence on the
growth numbers,” he cautioned.
“There were strong results across the
product categories as you would expect given
the numbers above.
The drill down into the sales dollars numbers
shows diamond set precious metal jewellery
was up a huge 55 per cent compared to
September 2021 and a good 13 per cent up on
the 2-year difference to September 2020.”
Coloured stone set precious metal jewellery
sales dollars rose 45 per cent compared to
September 2021 and a strong increase of 29
per cent on the 2-year comparison.
Dyer said that the pattern in layaways
(laybys) showed a decrease of 12 per cent
in dollars between new ones and pickups or
cancellations.
“After the previous three consecutive months
of increases it’s only natural to have this
drop due to completion and collection of the
laybys,” he explained.
“The pattern in services [repairs] also reflects
this pattern with a decrease of 20 per cent
in dollar values between new [incoming] and
pickups or cancellations.
If this pattern is also reflected in your
business, it highlights the need to lift the
volume and frequency of your marketing
around the services area of your business.”
Special order data demonstrates a reversal of
the above pattern with an increase of 22 per
cent in dollar values between new (incoming)
and pickups or cancellations.
Dyer suggested this is a good inflow of activity
and cash flow moving forward towards the
holiday period.
Australia’s Competition and Consumer Commission
(ACCC) will reportedly pursue businesses that practice
‘greenwashing’ tactics as a priority in 2023.
Greenwashing is a term used to describe the practices
of businesses that promote their services or products
as ethical or environmentally friendly with little
substance or evidence to support these claims.
According to many marketing experts, modern
consumers are increasingly socially conscious when it
comes to spending and tend to favour businesses who
emphasise the importance of social responsibility or
the sustainability of products.
This has led to businesses making claims about the
characteristics of their products or services which are
untrue in a bid to profit from this consumer ‘activism.’
This is typically done via the use of misleading
language, broad terms that are difficult to verify, and
occasionally outright falsehoods.
ACCC deputy chair Delia Rickard said the champion
of consumer law wouldn’t hesitate to prosecute
any business found to be in breach of trade law via
greenwashing.
“As consumers become increasingly interested in
purchasing sustainable products, there are growing
concerns that some businesses are falsely promoting
their environmental or green credentials,” she said.
“Many businesses have raised concerns with the lack
of a common definition or standard for terms such
as ‘biodegradable’, ‘recyclable’ and ‘compostable’
as there is no benchmark for which a product’s
performance should be measured against.”
The ACCC is encouraging all businesses to review
their environmental and sustainability claims and
ensure that their claims are supported by verifiable
evidence and are not in breach of any consumer law.
Rickard added: “The ACCC won’t hesitate to take
enforcement action where it sees that consumers
are being misled or deceived by green claims – just
as it did against Volkswagen for false representations
about compliance with Australian diesel emissions
standards.”
The ACCC states that greenwashing in a bid to
promote products or services undermines consumer
trust and confidence in the market at large.
MORE BREAKING NEWS
JEWELLERMAGAZINE.COM
November 2022 | 21

News
New Zealand jewellers victimised by devastating crime wave
New Zealand jewellery retailers are being
devastated by a crime wave that on the surface is
brutish, however, further examination suggests it
may be far more sophisticated and sinister.
Ram raids have increased by more than 500 per
cent for the first six months of 2022 compared to
the same period in 2018, according to NZ Police
statistics.
Many major retailers such as Michael Hill have
been targeted by thieves multiple times.
Jeweller was recently made aware of one jewellery
retailer that has been targeted by thieves seven
times within an 18-month period.
While a ram raid may be over quickly, the damage
lasts far longer, with petrified staff members,
rapidly rising insurance costs and a lack of victim
support three of many factors crippling businesses
beyond the immediate financial loss.
Greg Harford, chief executive Retail New Zealand,
told Jeweller that it was crucial businesses install
effective security measures.
“Crime in the New Zealand retail sector is really
out of control, with a massive increase in ram
raids, smash and grabs and other criminal activity.
Jewellery stores have been particularly targeted in
recent weeks,” he said.
“Retail NZ is deeply concerned for the safety
and wellbeing of employees and customers and
businesses are working to review and upgrade
security.”
The median age of those identified or caught
across 129 ram raids since May this year is
reportedly just 15 years old.
Police Minister Chris Hipkins told the NZ
Herald there was no evidence that demonstrates
an official link between ram raids and adult gangs.
“Ironically, some of the ‘tough on crime’ opposition
rhetoric would drive these youth offenders towards
gangs rather than away from them,” he added.
“Our government is focused on ramping up
support and supervision, and wants to get these
young people into a pathway back into education
or on to employment so they don’t end up in a life
of crime.”
According to NZ National Party spokesperson Mark
Mitchell the criminal activity is far more intricate
than it appears.
“Without a doubt, these youth offenders are heavily
influenced by the adult gangs,” Mitchell told Focus.
“They’re well-planned, they know exactly what
they’re after, they execute it well and they have a
getaway car ready to go.”
He added that some items are destined for
overseas destinations: “Within hours they’re
melting down the gold, they’re removing the
diamonds and there’s a market that’s been created
for that through the adult gang network.”
NZ Police encourage anyone with any information
to contact Crime Stoppers anonymously.
18ct Diamond & Precious Coloured Gemstone Jewellery Collection
DJDIAMONDDESIGNS.COM.AU
Daniel Jacuk | 0412 071 103 | sales@djdiamonddesigns.com.au

News
Jewellers Association of Australia president tenders shock resignation
The Jewellers Association of Australia (JAA) was
sent scrambling for new leadership in October
following the shock departure of president Karen
Denaro.
Denaro was elected president in November
2021 and, at the time, while the JAA made no
announcement on its website, it is understood
that she took over the role from Jo Tory in
January 2022.
While having served only 10 months as
president, Denaro joined the JAA’s board in
January of 2021.
Denaro announced her sudden departure on
Linkedin saying: “It is with a heavy heart I
announce my decision to resign from my role
as JAA President and my subsequent choice to
remove myself from the Jewellers Association
of Australia’s Board of Directors, effective
immediately.”
She added: “I shall be issuing a press release on
this, in due course.”
A JAA representative confirmed that the
constitution requires that the vice-president
becomes the de facto president in the event that
a president unexpectedly resigns, until such
a time as a new president is appointed by the
board of directors.
On 13 October, the JAA releasing a statement
confirming the appointment of Joshua Sharp to
the presidency.
Sharp also joined the board in 2021, and prior
to Denaro’s resignation, occupied the vicepresidency.
Sharp has spent the past 15 years
as general manager of Ian Sharp Jewellery, a
business located in Melbourne.
“[Sharp’s] jewellery specialties within the
business include diamonds and second-hand
jewellery,” the JAA statement continues.
“Joshua also comes to the board with a strong
background having previously worked in banking
and finance.”
The statement also wished out-going president
Denaro well in her next pursuit.
“The JAA board extends their gratitude and
thank you to Karen for her enthusiasm and
commitment to the JAA during her time on the
board,” the statement reads.
“The board wishes her all the best for her future
endeavours.”
The JAA has confirmed that Joshua Sharp is the
organisation’s new president following the surprise
resignation of Karen Denaro.
Ronnie Bauer (Klepner’s) has been appointed
vice president while Cameron Marks (Percy
Marks) moves to the role of treasurer. Jo Tory
(Najo) and Dr Meredith Doig are the other
members of the board.
The JAA Annual General Meeting will take place on
21 November. Director nominations for the Board
from members will open in the coming weeks.
FIND US ON INSTAGRAM
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Australian leading wholesaler, specialising in manufacturing
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www.millenniumchain.com.au

News
De Beers releases cycle results, discovery in Zimbabwe Leadership change for 2023
closures ahead of the Diwali holidays.”
He continued: “The steady overall demand for
De Beers Group rough diamonds is reflected in the
ongoing consumer demand for diamond jewellery
ahead of the key holiday sales season in the US.”
De Beers Group has unveiled the details of the
eighth sales cycle for 2022 completing $US500
million in rough diamond sales.
De Beers is the world’s largest diamond mining
company by value, with operations in Botswana,
Namibia, South Africa, and Canada and prior to
the eighth cycle, offered forewarning of a drop in
sales compared with the previous cycle due to the
impact of Diwali in India.
The seventh cycle represents rough sales
completed between 19 September and 4 October.
This year’s sales exceeded the 2021 sales ($US492
million) by 1.6 per cent.
De Beers Group CEO Bruce Cleaver said: “Demand
for our rough diamonds during sales cycle
eight was in line with expectations at what is a
traditionally quieter time of year for the diamond
industry as polishing factories in India prepare for
The previous cycle featured a notable 20 per cent
increase compared with 2021. De Beers completes
10 sales cycles each year.
Significant discovery for Alrosa
Russian miner Alrosa has discovered 22 new
diamond deposits in Zimbabwe.
Zimbabwe’s president Emmerson Mnangagwa
confirmed that Alrosa will only be permitted to
work on two of the deposits, while the others will
be made available to other investors.
In 2019 Alrosa signed an agreement with the
state-owned Zimbabwe Mining Development Corp.
to jointly explore the region for diamonds. At the
time, the company said it would spend $US12
million exploring some of the 40 diamond mining
rights it holds in the country.
Foreign miners were permitted to operate within
Zimbabwe for the first time in 2018.
The world’s largest diamond miner, De Beers
Group, has confirmed the company will have a
new CEO in 2023.
Bruce Cleaver has served as De Beers CEO for
the past six years and will soon be succeeded by
Al Cook.
Cleaver will move into the position of cochairman
of De Beers, working alongside
current chairman and Anglo American CEO
Duncan Wanbald.
Incoming CEO Al Cook is executive vice president
of exploration and production international for
Equinor ASA, the Norway-based global energy
company. Prior to that, he had a 20-year career
with multinational oil and gas company BP.
Bracelets & Necklaces | Bangles | Earrings
Pendants | Fine Chains | Rings | Findings
Personalised Jewellery | Cufflinks
Email info@eugenesjewellery.com.au
Address 802/125 Swanston Street, Melbourne VIC 3000
Phone 03 9662 4486
eugenesjewellery.com.au

News
Lab-created diamond sales reaching
new heights in US
Lab-created diamonds have accounted for one-tenth of all engagement
ring diamond sales within the US market this year according to recently
unveiled industry research.
Industry analyst Edahn Golan presented data compiled from more than
1200 US jewellery stores at the Facets 2022 conference at the Antwerp
World Diamond Centre.
The data comes from Tenoris, a consultancy formed by Golan and National
Jeweler publisher Chris Casey. According to Tenoris, lab-created diamonds
accounted for six per cent of sales in 2021.
Overall demand for diamond engagement rings of all types has dropped
substantially in 2022.
However, natural diamond engagement rings seem to have fallen more
than their rivals, with sales of lab-created diamond engagement rings
falling just 12 per cent year-over-year compared with a 51 per cent drop
for natural diamond engagement rings.
The average gross margin for a natural diamond engagement ring is 48.6
per cent compared with 54.4 per cent for lab-created products.
That’s a rise of 5.1 per cent for natural diamonds and 0.2 per cent for labcreated.
The average carat weight for engagement rings was 0.84-carats for
naturals, compared with 1.38-carats for lab-created.
That represents a 1.4 per cent decline for natural diamonds but a 4.9 per
cent jump for lab-grown.
During the presentation, Golan attributed the trend to a level of ‘pent up
demand’ in 2021 brought about due to the COVID pandemic.
Lab-created diamonds reaching one-tenth of all diamond sales has been
a prediction made by many industry analysts in 2022.
“I am forecasting that global lab-diamond jewelry sales will exceed 10
per cent of all diamond jewellery sales for the first time this year, with
the share even larger in the US,” diamond industry analyst Paul Zimnisky
told Jeweller in September.
“I think that share will continue to creep up over the next five years,
however, at a slower pace than in the past, as consumers perceive the
products as being less substitutable.”
Swiss Made Mechanical
Classiquewatches.com
Zimnisky also outlined his belief that natural diamonds and lab-created
diamonds would continue to separate as different, non-competing products
in the minds of consumers.
Become a stockist today 02 9290 2199

News
LVMH jewellery sales increase by 23 per cent
French luxury conglomerate Louis Vuitton Moët
Hennessy (LVMH) is celebrating a strong third
quarter sales performance, spearheaded by
Tiffany & Co and Bulgari.
In the first nine months of 2022, jewellery and
watch sales have increased by 23 per cent to
€7.58 billion ($AU11.74 billion).
Group revenue increased 28 per cent year-onyear
to €56.49 billion ($AU87.50 billion).
“Against an uncertain geopolitical and
economic backdrop, the Group is confident
in the continuation of current growth and will
maintain a policy of cost control and selective
investment,” LVHM said in a statement.
“The Group’s strategy will remain focused on
continuously strengthening the desirability
of its brands, by relying on the authenticity
and quality of its products, the excellence
of their distribution and the reactivity of its
organisation.”
Sales in the US, Europe, and Japan benefited
from positive levels of local demand, while
those in Asia, including China, improved in the
third quarter as pandemic restrictions eased.
Headquartered in Paris, LVMH owns more
than 60 subsidiaries which manage brands
such as Bulgari, Chaumet, and Fred and watch
manufacturers TAG Heuer, Zenith, and Hublot.
LVMH also acquired Tiffany & Co in 2021, with
Q3 sales for iconic US brand strong off the
back of a 185-year anniversary campaign.
In 2021 LVMH reported sales revenue in excess
of €64 billion ($AU93.4 billion).
Notable sales jumps in Asia
The largest jewellery retailer in China, Chow Tai
Fook, has recorded a 26 per cent rise in sales for
the fiscal quarter ending 30 September.
Chow Tai Fook is the second-largest jewellery
retailer by market value in the world and
operates more than 5,900 stores.
Year-on-year retail sales improved by 28 per cent
in mainland China, accounting for 91 per cent of
total sales. In Hong Kong, sales rose 11 per cent.
“Both mainland China and Hong Kong and
Macau demonstrated a notable sequential
improvement from the previous quarter,”
Chow Tai Fook’s statement reads.
“Hong Kong witnessed encouraging same-store
sales growth thanks to stable local consumer
demand.”
Hong Kong jewellery retailer Luk Fook has
likewise reported a boost in sales, driven
mostly by gold products.
Same-store sales increased by 40 per cent for
the fiscal quarter ending 30 September.
Attributed to an international drop in price, Luk
Fook’s sales of gold jewellery increased by 62
per cent year-on-year.

News
Fortune Star expected to shine
at upcoming auction
A remarkably rare giant pink diamond is set to be auctioned in Geneva
in November, commanding a hefty presale estimate of $US35 million
($AU54 million).
The Fortune Pink will appear at the Christie’s Magnificent Jewels sale
on 8 November, with the 18-carat pear-shaped fancy vivid pink diamond
expected to fetch a historic return.
Angela Berden, Christie’s senior jewellery specialist, said the rarity of
Fortune Pink couldn’t be understated.
“It’s a beautiful stone, it’s extremely rare to find a pink diamond, vivid
pink diamond, of this size,” she said.
“The colour saturation of this stone is so difficult to find in nature, and
then when you find a crystal with that weight, with that colour, and a
very good clarity, that’s just really rare.”
To date, the largest vivid pink diamond sold at Christie’s has been the
18-carat Winston Pink Legacy, which sold to jeweller Harry Winston for
$US50.4 million in 2018, setting a world record per-carat price.
Natural Diamond Council facing
financial crisis
The Natural Diamond Council (NDC) is expected to lose approximately half
of its budget for 2023, a brutal blow for the international industry advocate.
The NDC was established in 2000 with the intention of advancing the trade
for the entirety of the diamond value chain, from mining to retail. One core
focus for the organisation was reducing the trade of ‘conflict diamonds’.
David Kellie, the NDC’s CEO since 2019, recently spoke at the Antwerp
World Diamond Centre and highlighted the significance of Alrosa’s
departure from the organisation earlier this year.
“In February of this year, Alrosa suspended themselves from the NDC,
resulting in a loss of almost half our financial resources for 2023,” he said.
available in 9ct & 18ct gold and platinum
“This is a crisis that is coming our way for the industry and one that I hope
we can discuss together as a matter of urgency.”
Alrosa’s self-suspension came following Russia’s invasion of Ukraine in
late February. Kellie also lamented what he described as a failure for
diamond jewellery to perform on par with the rest of the luxury industry
which he attributed to failures in marketing.
“This [modern] consumer bears no resemblance to the consumer upon
which our industry was built,” he said.
FINE JEWELLERY MANUFACTURERS
MARKMCASKILL.COM.AU
+61 (08) 8352 1400 | sales@markmcaskill.com.au
ADELAIDE | BANGKOK

News
Exceptional Blue to fetch more than $136 million
Auction frenzy leads to record
Collectors of fancy colour diamonds will soon be
given the chance to acquire any of eight stunning
blue miracles of nature.
Sotheby’s will soon auction eight blue diamonds
sourced from the De Beers Group, with the De
Beers Exceptional Blue collection expected to fetch
more than $US85 million ($AU136.36) in total.
The diamonds were sourced from the Cullinan
Mine in South Africa and vary in shape and
size, ranging from a 1.2-carat oval shape to an
11.29-carat step-cut. Together, the collection
weighs more than 32 carats.
Four of the diamonds are GIA-graded as fancy
vivid, the highest of all colour gradings, and the
De Beers Exceptional 3.24-carat diamond is
internally flawless.
“The magnificent De Beers Exceptional
Blue Collection stands as a testament to
De Beers’ unique ability to source the rarest
diamonds in the world and the patience and
foresight required to assemble a collection
that transcends rarity and can only be called
remarkable,” Bruce Cleaver, CEO of the De
Beers Group said in a statement.
The first of the eight to be sold will be a
5.53-carat diamond, appearing at the Sotheby’s
Magnificent and Nobles Jewels auction in
Geneva on 9 November.
Two more blue diamonds will feature at the
Magnificent Jewels auction in New York on
7 December.
Olivier Wagner, head of Sotheby’s Magnificent
Jewels auction in Geneva, said: “the market for
coloured diamonds and precious gemstones
has never been stronger, so we are absolutely
thrilled to be offering the first diamond of this
superb collection.”
The remaining five diamonds are expected to be
auctioned in 2023.
The stunning Williamson Pink Star has set a
new record for price per carat after demolishing
presale estimates in Hong Kong on Friday.
The Williamson Pink Star carried a presale
estimate of $US21 million ($AU28.55 million)
prior to the 7 October auction at Sotheby’s.
After 20 minutes of bidding, a private collector
from Florida (US) was victorious, paying $US57.7
million ($AU78.46 million) for the cushionshaped
11.15-carat fancy colour pink diamond.
The sale of the internally flawless vivid pink
diamond has produced a new world record for
price per carat, commanding $US5,178,000
($AU7,040,000).
The Williamson Pink Star is the second biggest
diamond of that colour and clarity to feature at
auction.
Est.1968
AUSTRALIA’S WIDEST
RANGE OF GEMSTONES
ALL VARIETIES OF NATURAL
COLOURED GEMSTONES
NATURAL FANCY
COLOURED DIAMONDS
OPALS AND PEARLS
MEMBER
03 9654 4449
Level 4, Wales Corner
227 Collins Street
Melbourne VIC 3000
gems@kandk.net.au

10 Years Ago
Time Machine: November 2012
A snapshot of the industry events making headlines this time 10 years ago in Jeweller.
Historic Headlines
4 Rocker’s watch sets auction record
4 Swarovski event among changes at 2013 fairs
4 Pandora wins retailer award
4 Axe-wielding motorcyclists in $3 million raid
4 Love triangle defrauds jeweller of $1.4 million
STILL RELEVANT 10 YEARS ON
Listen up and sell more
“There is no more useful tool in a retail
company’s marketing armoury than its
front-line sales and service people. Why?
Because sales staff constantly receive
feedback from customers about what is
good, what is bad, what is missing and
what the competition is doing.
READ ALL HEADLINES IN FULL ON
JEWELLERMAGAZINE.COM
Ancient jewellery treasures
unearthed
Archaeologists have discovered a 2,400-yearold
golden hoard in an ancient Greek tomb in
Bulgaria. Gold jewellery was among the artifacts
including four bracelets and a ring.
The treasure is estimated to date back to the end
of the 4th century BC, originally belonging to the
Thracians, an ancient group of tribes. The bounty
was uncovered last Thursday (8 November) at an
ancient burial site 400km northeast of Sofia near
the village of Sveshtari in northern Bulgaria.
Local archaeologists found gold artifacts and
jewellery including a tiara with reliefs of lions and
fantasy animals; snakeheads; four bracelets; a
ring; 44 applications of female figures and 100
golden buttons.
Australian brand in luxury
mega-yacht jewellery fair
In what’s believed to be a world first for the
industry, a jewellery fair is being held aboard
a $40 million, 228-foot luxury mega-yacht and
an Australian company is participating in the
international event.
Australian pearl jewellery supplier Autore will
be exhibiting at the inaugural International
Contemporary Jewelry Fair (ICJF). To be held
on 4-9 December, artists from around the globe
will present an innovative collection of jewellery
design onboard a floating exhibition called SeaFair,
as part of Art Basel Miami Beach.
The up-market sale will feature several luxury
jewellery pieces by designers, major brands, and
artisans. Participants from Australia, Italy, Spain,
the Philippines, Lebanon, Brazil, Germany and the
United States will present at the global event that
is sure to draw an impressive crowd.
November 2012
ON THE COVER Guess
Editor’s Desk
4Insurance debate continues: "Don’t
get me wrong, I believe there is a need
for valuation certificates for insurance
purposes and valuers therefore play
a vital role in providing that service
(as long as it’s independent and the
certificate is not used as part of the
selling process).
Regardless of your beliefs about how
valuations certificates for new jewellery
are used, the issue becomes even more
complex when an insurance claim is
lodged. What happens with a valuation
certificate, assuming one exists, when
an item needs to be replaced?
Soapbox
4 Insurers are not jewellers? :
“Insurance companies are not
jewellers – they do not understand
the industry and have little or no
understanding of the value of the
individual attributes that make up
jewellery items.
Given that, it is easy to see why they
would be confused when a jeweller
offers 30 percent off the ticket price
when quoting on an insurance claim
but then offers 50 percent off to
customers."
– Greg Beaumont, managing director
Jewelsure
Jeweller creates Cup that
stops the nation
While the race may only take three minutes to
run, it requires more than 200 hours to craft
the winner’s trophy – arguably Australia’s most
recognisable prize – the Melbourne Cup.
For the past 22 years, the task of creating
Australia’s most iconic and highly coveted
horse-racing trophy, the Melbourne Cup, has
been the responsibility and privilege of Hardy
Brothers Jewellers.
The tri-handled “Loving Cup” is crafted
from 1.65kg of 18-carat yellow gold atop a
Queensland Wattle timber base. This year’s
trophy is valued at around $175,000.
Gold buyers and sellers
beware!
After a “sting” operation, government
authorities have warned not only
consumers but gold-buying businesses
about discrepancies in prices offered for
secondhand gold jewellery.
Reputable jewellers will likely applaud NSW Fair
Trading’s stance against unscrupulous buyers
who are duping unsuspecting consumers by
undervaluing goods – giving the industry a bad
name. Most jewellers would hope pressure from
the government authorities will help weed out
deceptive operators, whether they run kiosks,
pawn shops or traditional stores.
As part of a “sting” operation, NSW Police,
together with NSW Fair Trading investigators,
recently visited six Sydney gold-buying
businesses comprising three shopping centre
kiosks, two pawnbrokers and one jeweller.
30 | November 2022

Anyone can make a claim, but
unfortunately exaggeration is a blood
relative of falsehood and fiction.
As they say, the devil is in the details.
Numbers lead you to the detail and
the detail leads you to facts.

WORLD RANKINGS OF JEWELLERY
INDUSTRY PUBLICATIONS
As at 31 March 2022, Jeweller was ranked 65,246, in the world, well
ahead of other jewellery industry titles in more populous countries.
For example, the US magazines JCK, Instore, and National Jeweler,
ranked 87,514, 222,301 and 250,243 respectively, even though the
population of the US is much larger than Australia.
POSITION PUBLICATION COUNTRY
WORLD
RANKING
1 Jeweller Australia 65,246
2 JCK USA 87,514
3 Instore Magazine USA 222,301
4 National Jeweler USA 250,243
5 Retail Jeweller India 264,557
6 Jewellery Net Asia Hong Kong 371,672
7 Diamond World India 515,279
8 Professional Jeweller UK 550,812
9 Solitaire Magazine Singapore 842,952
10 Retail Jeweller Magazine UK 1,019,888
11 Indian Jeweller India 1,077,502
12 The Jewelry Magazine India 1,195,354
13 Jewellery Outlook UK 1,212,803
14 Jewellery World Australia 1,226,650
15 Art of Jewellery India 1,237,318
Which is why Jeweller remains #1.
Jeweller has been the leading voice of the Australian and New Zealand jewellery
industries for 25 years, and today we rank #1 in the world.
Alexa, the independent global ranking system for measuring website traffic and
readership, now ranks jewellermagazine.com as the most widely read industry
publication in the world – by far!
Better still, the daily time spent on jewellermagazine.com is more than 21 minutes,
which far exceeds all other international publications, which average only 2–3 minutes
per visitor. Moreover, our ‘page views’ is miles ahead of all other industry publications.
In addition, Jeweller’s social media presence dominates and our eMags boast more
than 12.3 million reads.
The numbers speak for themselves - follow the leader, and follow the readers too!
16 Jewellery Focus UK 1,290,905
17 Jewellery Business Canada 1,388,929
18 Jewellers Network South Africa 1,436,224
19 Jewellery Monthly UK 2,196,837
20 Canadian Jeweller Canada 2,670,625
21 The Retail Jeweler USA 3,218,391
22 Preziosa Magazine Italy 3,582,030
23 Gold Book Magazine Turkey 4,099,295
24 Bangkok Gems & Jewellery Thailand 4,558,422
25 Hong Kong Jewellery Magazine Hong Kong 6,296,819
26 The New Jeweller UAE / India 10,992,912
27 Jewel Trendz India NO DATA
28 Solitaire International Singapore NO DATA
29 Jewellery Time New Zealand NO DATA
POSITION
TRADING PLATFORM /
PUBLICATION
COUNTRY
WORLD
RANKING
1 Rapaport Magazine* USA 139,695
2 Idex* Israel 370,487
VOICE OF THE AUSTRALIAN JEWELLERY INDUSTRY
Denotes titles connected to diamond trading platforms / publication

NUMBER OF PAGES VIEWED BY READERS
TIME SPENT ON JEWELLERY WEBSITES
BOUNCE RATE / PAGE 'STICKINESS’
Page Views is the number of times a reader visits any page
on a website. A higher Page View figure the better, because it
means readers are more engaged in the content. Jeweller’s
Page View count of 12 leads all websites while most others
can only record a single Page View before the reader leaves.
Time-on-Page is the average time a reader spends on a page
while Time-On-Site is how long they spend on the site each day.
Jeweller leads the world with a Daily Time of 21.50 minutes,
while most other publications only manage 1-2 minutes. The
more time spent on a website, the better the global ranking.
The Bounce Rate measures the percentage of visits that
consist of only a single page view. It indicates the percentage
of readers that land on a website, and immediately leave
(‘bounce off’) meaning a low bounce rate is optimal. Alexa
records Jeweller’s Bounce Rate at less than 25 per cent.
POSITION PUBLICATION COUNTRY PAGE VIEWS
POSITION PUBLICATION COUNTRY
DAILY TIME
(IN MINUTES)
POSITION PUBLICATION COUNTRY
BOUNCE
RATE
1 Jeweller Australia 12.00
2 Retail Jeweller India 8.60
3 Jewellers Network South Africa 6.00
4 Jewellery Business Canada 4.00
5 Gold Book Magazine Turkey 4.00
6 Jewellery Net Asia Hong Kong 3.60
7 Solitaire Magazine Singapore 3.00
8 JCK USA 2.20
9 Jewellery Outlook UK 2.00
10 The Jewelry Magazine India 2.00
11 Jewellery Focus UK 2.00
12 Indian Jeweller India 2.00
13 Canadian Jeweller Canada 2.00
14 Jewellery Monthly UK 2.00
15 Instore Magazine USA 1.70
16 Diamond World India 1.50
17 National Jeweler USA 1.30
18 Professional Jeweller UK 1.10
19 Retail Jeweller Magazine UK 1.00
20 Art of Jewellery India 1.00
21 Jewellery World Australia 1.00
22 The Retail Jeweler USA 1.00
23 Preziosa Magazine Italy 1.00
24 Bangkok Gems & Jewellery Thailand 1.00
25 Hong Kong Jewellery Magazine Hong Kong 1.00
26 The New Jeweller UAE / India 1.00
27 Jewel Trendz India NO DATA
28 Solitaire International Singapore NO DATA
29 Jewellery Time New Zealand NO DATA
1 Jeweller Australia 21:50
2 Retail Jeweller India 14:59
3 Jewellers Network South Africa 12.22
4 Jewellery Net Asia Hong Kong 02.60
5 Art of Jewellery India 02.49
6 JCK USA 02.47
7 Indian Jeweller India 02.47
8 Gold Book Magazine Turkey 02.26
9 Jewellery World Australia 02.23
10 Instore Magazine USA 02.12
11 Diamond World India 02.03
12 Jewellery Outlook UK 01.53
13 Solitaire Magazine Singapore 01.51
14 National Jeweler USA 01.49
15 Jewellery Focus UK 01.32
16 Professional Jeweller UK 01.28
17 Jewellery Business Canada 01.17
18 The Jewelry Magazine India 01.05
19 Retail Jeweller Magazine UK 00.60
20 Jewellery Monthly UK 00.34
21 Jewel Trendz India NO DATA
22 Solitaire International Singapore NO DATA
23 Bangkok Gems & Jewellery Thailand NO DATA
24 The New Jeweller UAE / India NO DATA
25 Jewellery Time New Zealand NO DATA
26 Canadian Jeweller Canada NO DATA
27 The Retail Jeweler USA NO DATA
28 Preziosa Magazine Italy NO DATA
29 Hong Kong Jewellery Magazine Hong Kong NO DATA
2 Jeweller Australia 24.40%
1 Retail Jeweller India 22.70%
3 Jewellery Net Asia Hong Kong 36.80%
4 Retail Jeweller Magazine UK 45.50%
5 Jewellery Outlook UK 50.00%
6 Jewellery Business Canada 58.30%
7 The Jewelry Magazine India 60.00%
8 Jewellery Focus UK 62.50%
9 JCK USA 64.40%
10 Art of Jewellery India 69.20%
11 Diamond World India 69.80%
12 Professional Jeweller UK 72.20%
13 Instore Magazine USA 72.70%
14 Jewellery World Australia 78.60%
15 Indian Jeweller India 81.00%
16 National Jeweler USA 82.30%
17 Jewel Trendz India NO DATA
18 Jewellery Time New Zealand NO DATA
19 Canadian Jeweller Canada NO DATA
20 The Retail Jeweler USA NO DATA
21 Preziosa Magazine Italy NO DATA
22 Bangkok Gems & Jewellery Thailand NO DATA
23 Hong Kong Jewellery Magazine Hong Kong NO DATA
24 The New Jeweller UAE / India NO DATA
25 Jewellers Network South Africa NO DATA
26 Gold Book Magazine Turkey NO DATA
27 Solitaire Magazine Singapore NO DATA
28 Jewellery Monthly UK NO DATA
29 Solitaire International Singapore NO DATA
POSITION
TRADING PLATFORM /
PUBLICATION
COUNTRY
PAGE VIEWS
POSITION
TRADING PLATFORM /
PUBLICATION
COUNTRY
DAILY TIME
(IN MINUTES)
POSITION
TRADING PLATFORM /
PUBLICATION
COUNTRY
BOUNCE
RATE
1 Idex* Israel 1.60
2 Rapaport Magazine* USA 1.80
1 Rapaport Magazine* USA 02:20
2 Idex* Israel 02:06
1 Rapaport Magazine* USA 54.60%
2 Idex* Israel 63.70%
All data collated as at 31 March 2022

Completing my diploma in
Completing my diploma in
Gemmology has benefited
Gemmology has benefited
me
me
as
as
a
a
jeweller
jeweller
in
in
more
more
ways
ways
than
than
I
I
ever
ever
expected.
expected.
I have
I have
always
always
had
had
an
an
interest
interest
in in gemstones gemstones and and found found
the the course course was was not not only only
informative informative and and challenging
but but immensely rewarding.
Studying Studying with with the the GAA GAA has has also also
allowed allowed me me to to meet meet like-minded
like-minded
people people from from many many facets facets of of the the
jewellery jewellery industry industry and and grants grants me me access access
to to resources resources that that I will I will continue to to use use
throughout my my professional career.
Emma Meakes FGAA
Jeweller, John John Miller Design - WA - WA
Diploma in
Gemmology
Enrolments now open
For more information
1300 436 338
learn@gem.org.au
www.gem.org.au
Be
Brilliant
Gem-Ed
Gem-Ed
Australia
Australia
ADELAIDE BRISBANE HOBART MELBOURNE PERTH SYDNEY
ADELAIDE BRISBANE HOBART MELBOURNE PERTH SYDNEY
Passionately
Passionately
educating
educating
the
the
industry,
industry,
gem
gem enthusiasts
enthusiasts
and
and
consumers
consumers
about
about
gemstones
gemstones

REVIEW
Gems
Garnet Part III: A colourful history
Above: Chopard;
Tiffany & Co.; Hemmerle;
Below: Louis Vuitton;
Sanjay Kasliwal
Red garnets have long been a prominent
embellishment, symbol, and tool used
across a variety of ancient and medieval
cultures.
Along with the favoured lapis lazuli,
turquoise, and carnelian, garnet was
often used in ancient Egyptian jewellery
to depict symbols and stories sacred to
the culture.
In the Roman era, the jewels of the
wealthy would often feature garnets of a
rich colour, carved either into cabochons
or into cameos of prominent figures
or gods.
Both in ancient Rome and ancient
Greece, garnet signet rings were used as
the seals on significant documents.
During the Middle Ages, garnets were
widely regarded as a gem with valuable
protection properties.
For this reason, they were often inlaid
into the armour or decorative pieces of
Anglo-Saxon and Celtic kings headed
into battle.
In these early times, the many varities
of minerals and the differences between
them were so poorly misunderstood, any
red-coloured gem cut as a cabochon was
referred to as a ‘carbuncle’.
They may have been a ruby, spinel, or in
many cases, the almandine and pyrope
varieties of garnet.
Around the turn of the 16th century, a
deposit of pyrope garnet was discovered
in Bohemia that later became an
important source for centuries to come.
These Bohemian garnets were famous
for their fiery-red hue, becoming the gem
of choice for jewellery of the Victorian
era, as well as mourning jewellery for
Queen Victoria following the death of
Price Albert in 1861.
In 1780, the French mineralogist R.J.
Haüy, often titled the ‘Father of Modern
Crystallography’, began to assess the
physical properties of minerals in order
understand, separate, and classify them.
His work and the ongoing work of others
led to the eventual establishment of
six varieties of garnet by the early 20th
century; pyrope, almandine, spessartine,
uvarovite, grossular and andradite.
In modern times, the discovery of green,
purple, orage, pink, and even colourchange
varieties has led to garnet
featuring in a wide range of jewellery
designs covering all price points, offering
jewellery connoisseurs a garnet for
almost every taste.
Given the relative abundance of
almandine and a hardness more
suited to regular wear than that of
glass, composite gems have long
been manufactured both as a cheaper
alternative, and to potentially deceive.
Garnet topped doublets (GTDs) are
faceted stones that are primarily glass
(or similar cheap or soft material), with a
thin sliver of almandine garnet secured
to the crown.
Often, these composites are not be
recognised by the untrained eye and
may be confused with ruby – a gem of
significantly greater value.
Colour: Various colours
Found in: US, Russia,
Kenya, Tanzania,
Myanmar, Argentina,
India, Zambia, Sri Lanka,
Bavaria, Italy, Namibia,
Madagascar, Mexico, Mali
Mohs Hardness: 6.5-7.5
Lustre: Vitreous
Formula: General formula
for garnet: A ³
B ²
C ³
O ¹²
However, when you know what you’re
looking for garnet topped doublets
are one of the easiest tricks to spot.
Another feat made possible by modern
technology is the synthetic gem material
known as Yttrium Aluminium Garnet
(YAG) and Gadolinium Gallium Garnet
(GGG).
These purely synthetic gems have no
natural counterpart and are not silicate
minerals as natural garnets are because
they do not contain any silica.
Regardless, YAGs and GGGs crystallize
in the cubic crystal system in an
arrangement very similar to that of
the natural garnets, producing the
familiar garnet dodecahedron forms.
The presence of rare earth elements
in YAGs and GGGs results in striking
vivid colours, popular with lapidarists
who fashion them into fantastic gems
reminiscent of kryptonite.
A staple revered throughout history and,
to this day January’s birthstone, the
family of gem garnets has cemented
itself as a versatile and notable gem.
Mikaelah Egan FGAA Dip DT
began her career in the industry at
Diamonds of Distinction in 2015. She now
balances her role at the Gemmological
Association of Australia with studying
geology at the University of Queensland.
Visit instagram.com/mikaelah.egan
For more information on gems and
gemmology, go to www.gem.org.au
November 2022 | 35

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Local Talent
EST. 1981
GREAT WATCHES DESERVE
A GREAT WATCH BATTERY
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Australia and New Zealand are not only home to some of the
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AN EXCLUSIVE COLLECTION OF
ARGYLE PINK DIAMONDS
THE COLLECTOR’S EDITION
DIAMOND REPORT
Certified by
INTERNATIONAL GEMOLOGICAL
1975
INSTITUTE

THE MAGIC
OF ARGYLE
PINKS
The discovery of the Argyle mine in the remote Kimberley region
of Western Australia opened up the source of approximately 90
per cent of the world’s supply of pink diamonds.
Their unique, intense and vivid colour tones made them desirable
to international jewellers, collectors, investors and connoisseurs.
It is of little surprise that terms such as “iconic”, “nature’s gift”,
“magical” and “mystical” have been used to describe their
appearance. Due to their rarity and escalating price over three
decades, they have been referred to as the most concentrated
form of wealth on Earth.
With the Argyle Mine now closed, with only a finite supply left in
the market, the demand for these rare stones is likely to increase.

COLLECTOR’S
EDITION
REPORT
The Collector’s Edition is at the forefront of Argyle
pink diamond grading, especially stones purchased on
secondary markets, older diamonds from private collections
which may be without their original certificates, lot numbers
and inscriptions, and diamonds smaller than 0.08 carats.
This program helps to secure the legacy of these rare and
iconic diamonds while maintaining the independence and
integrity of the grading and origin identification process.
The predominant use of smaller diamonds in the Collector’s
Edition enables the product to be more attainable to a
broader customer market segment.
However, with several thousand diamonds having already
been graded and transacted via this platform, this iconic
product will soon vanish, as demand has exceeded supply.

COLLECTOR’S EDITION
AVAILABLE AT LEADING JEWELLERS
Certified by
GINTERNATIONAL GEMOLO
1975
ICAL INSTITUTE

GINTERNATIONAL GEMOLO
1975
ICAL INSTITUTE
ANTWERP
HONG KONG
BANGKOK
LOS ANGELES
DUBAI
SHANGHAI
JAIPUR
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THE GLOBAL AUTHORIT Y IN DIAMOND, GEMSTONE AND JEWELRY GRADING
© IGI 2020 • International Gemological Institute www.igi.org

KATIE FLINN
DESIGN
Opal Ring
Metals: Sterling
silver
Gemstones: Opal
Katie Flinn
Byron Bay, NSW
SILVER MIST
STUDIO
Cabochon Emerald
Stiletto Earrings
Metal: Gold
Gemstones: Emerald,
diamond, blue
tourmaline
Tim Peel
Healesville, VIC
ELLEN JOHNSTON
JEWELS
Parti-sapphire
Ring
Metal: 18-carat white
gold, yellow gold
Gemstones:
Parti-sapphire
Ellen Johnston
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FEATURE
Retail in the Cloud
YOU’RE HEADED
to the
CLOUD
Cloud computing and technology quietly infiltrated the retail sector and
now play a key role in the jewellery trade. SAMUEL ORD explores the key
reasons why your store needs to make the most of the tools on offer.
44 | November 2022

I
t wasn’t that long ago that ‘tools’ meant the
items used by a jeweller to make any given ring,
necklace or earring. These days a jeweller’s toolbox
has grown to mean anything that a retailer can use to
improve their business.
Enter ‘cloud-based’ technology, SaaS (software as a service)
and the subscription economy; that jeweller’s toolbox has
become more like a tool shed!
More importantly, and whether you like it or not, as a small
business you will increasingly become reliant on all three -
if you aren’t already.
Even though you may not recognise the term, there’s little
doubt that your business is likely involved in SaaS to some
degree now.
Based in Queensland, Retail Edge Consultants is a
management consultancy business which specialises in
jewellery retail operations. The company’s point-of-sales
technology is installed in more than 3,500 stores worldwide –
split between Australia, New Zealand and the US.
The jewellery retail trade has evolved significantly in the
past three decades and Retail Edge’s president David
Brown has witnessed it all.
“I think that we find ourselves at another pivotal moment
in the history of the industry, particularly in terms of
the relationship between digital presence and physical
presence,” Brown explains.
“It wasn’t always the way it is today – jewellery retail used to
be a static industry that was very slow and very resistant to
change. Recently, I’ve had to remind a lot of our clients that
many of them had to be dragged kicking and screaming into
the computerisation of their business in the first place.”
SaaS is a trend in retail that has flourished as business owners
increasingly realise that their competitor is no necessarily
longer ‘down the street’ or in the next suburb - it could be
someone in a different state or even overseas.
The answer to the challenge posed by the double-edged sword
of the digital economy? Well, one solution is the way that
businesses can maximise their reach, efficiency and promote
their brand to a much larger audience by new technology, often
in the form of SaaS.
Therefore, the double-edged sword of the digital economy
also means your next customer could be different state or
even overseas!
EXPERTS SAY
Tech Heads
David Scheine
Podium
“According to our recent
research, almost half [46
per cent] of Aussies have
deleted an email from a
business without opening
it in the past 24 hours,
while almost two-thirds
[62 per cent] have ignored
an unsolicited call from a
business in the past week.”
Harshil Shah
Diamonds on Call
“With time, efficiency became
obvious, and they adapted to
the new way of working.
We feel the number of
retailers switching to this
modern way of business will
increase manifolds in the
coming years.”
David Brown
Retail Edge Consultants
“I think from an industry
point of view there’s still a
lot of conservatism when it
comes to this kind of thing,
and the core reason of course
is privacy. Jewellery retailers
and business owners don’t
want people to see their
margins and they don’t
want people to be able to
identify what you might call
their operational ’point of
difference.”
L to R: Palloys’ Livadi; Diamonds on Call
Innovative Australians?
Australian retailers often look to the US for inspiration as
global trendsetters.
Brown says that when it comes to technology there are
some significant misconceptions about Australia’s place
in the advancement hierarchy.
“We tend to think of America as leading the charge when
it comes to business technology but in the reality from my
perspective is that many American retailers are far behind
their Australian counterparts when it comes to this kind
technology,” Brown advises.
“A lot of [US] jewellery stores are still very much pen and
paper. They’re behind where we [Australia] are because
they’re focused on doing things manually. I see a lot more
hesitancy, paranoia and conservatism from the US retailers,
whereas Australian retailers tend to be more willing to
explore tech options.”
Definitions
Before going any further it’s appropriate that we define
and explain the difference and importance of cloud-based
technology, SaaS, and the move towards a subscription
economy.
The simplest way to understand SaaS is to think back to a
time - not that long ago - when you purchased accounting
software such as MYOB; it came in a box, it was installed on
your computer and you ‘owned’ it under license.
Perhaps you had to pay someone to install the accounting
program, and when MYOB announced a software update you
could choose to buy it (paying an additional price) in order to
install the upgrade. Or you may skip that ‘latest version’.
The risk posed was that you might fall behind in the most
up-to-date or advanced version of the software.
That was the old days, then along came SaaS, perhaps
unbeknown sneaking up on you.
Today your accounting program - whether it be MYOB, Xero,
or Reckon - are all sitting in the cloud as a part of what’s
described as the ‘subscription economy’.
SaaS is the supply of software, usually on a subscription basis,
over the internet where there is no need to install and/or
update software – it’s all done for you by the supplier.
The supplier maintains the servers, databases, and other
hardware - and stores your data - to ensure a seamless
delivery of your needs, be they accounting or otherwise.
November 2022 | 45

Retail in the Cloud | TECH FEATURE
Podium
Understanding SaaS
Broadly speaking a SaaS-based application is any software
that is not hosted or run on your premises. It is served directly
to you, hosted, pre-configured and ready to use for its specific
purpose. The user requires no hardware to be purchased
for the software, has nothing to install and does not need to
create data back-ups.
Typically the user accesses the software via a web browser on
any device, by simply paying a monthly or annual subscription
fee to get access to the ready-made SaaS solution.
SaaS is not a plugin and does not sit on your computers
or other devices. One of the key tenets is that there is no
need to invest in or establish your own infrastructure for
maintaining software products or servers.
The software is hosted externally in the cloud where the
data – your emails, pictures and video – is stored on a
network of Google servers and licensed and delivered via
your internet browser.
If you require an internet connection to properly run a
service your business uses, there’s a good chance it’s
probably cloud-based.
Subscription economy
The subscription economy refers to a shift away from the
traditional pay-per-product model, such as the example
provided earlier concerning buying the MYOB program and
installing it on your computer.
This new system involves selling recurring subscriptions to
consumers in exchange for access to a product or service
over time.
Often, but not always, these subscriptions can be paused or
cancelled. Think Netflix, Amazon Prime, Spotify and so on.
It’s important to know that not all SaaS is subscription based.
Gmail falls into this category, as it is free. Having signed-up
for Gmail, the user then has an email account to be used
anytime, anywhere in the world free of charge.
Therefore not all SaaS requires a subscription payment -
there are many free SaaS services - but they all use cloud
technologies.
That said, many people confuse SaaS and cloud based
products believing them to be the same. Cloud-based
products and services may sound like they’re referring to the
same thing, however they are different.
While a service such as MYOB exists ‘in the cloud’ it will most
EXPERTS SAY
Tech Heads
Susan Davidson
Rareworks
“Retailers are increasingly
looking for cloud-based
software solutions.
Customer expectations have
changed from 9-5 access to
24/7 availability. To compete
in this climate, businesses
need more flexibility and
accessibility outside of their
brick-and-mortar stores.”
Munmun Baishya
McKinsey Digital
“An increasing number of
leaders have come to recognise
the critical role of the public
cloud in facilitating their
technological reinvention.”
Melissa Dean
Deloitte Australia
“Loyalty programs that
seamlessly bridge channels
strengthen brand to consumer
connection through well-known
reward schemes encourage
repeat purchase behaviour.”
likely be a SaaS-based application, however; your cloud-based
services may not always be SaaS-based.
In a nutshell, the cloud was developed as a way to share data
faster and more effectively. A cloud-based product or service
is anything running in the cloud which will cover many other
areas of IT including platforms and applications, hosted in the
cloud.
In other words, the largest difference – or explanation - is that
SaaS is only one part of the larger cloud.
Why this matters to you
By now you’re probably left with one question – why should I
care?
The answer is that a well considered strategy of SaaS tools
can completely transform the business of a jewellery retailer.
SaaS tools present the opportunity to better manage your
store and increase sales and profits.
How?
Think of it as a method of outsourcing of the important parts
of your business that don’t relate to retailing to customers
directly. Those time-consuming areas such as administration,
stock control, buying, marketing and so on.
SaaS tools allow you to effectively hand over the creation,
implementation, maintenance and updating of business
software to the experts, so that you can get on with doing what
you do best - selling to consumers.
Over the past decade there has been an enormous shift
in growth strategies for businesses, brought about by an
increasing preference by consumers and businesses to
subscribe to services, rather than outright purchase products.
This trend gathered speed during the global pandemic,
when everyone re-evaluated their lives. Consumers carefully
considered what was important to them, and businesses
evaluated why they operated in certain ways, and assessed
the value of different procedures under new, often harsher
circumstances.
The astute asked one question more-often-than not – why?
Why stick to the traditional methods? Why can’t this business
operate with fewer expenses, more efficiently?
This self analysis paired well with the newfound formula for
increasing sales focused on monetising long-term customer
relationships rather than selling products. These market
shifts are driven by new models of consumption.
46 | November 2022

for over 40 years
Rareworks
In short, consumer preferences have changed and
businesses are beginning to understand that if they
don’t meet their customers where they want to be,
one of their competitors will.
It’s all about managing your business better and in
different ways - using new technology - in order to
compete in the digital economy.
Consider the following
There is almost nothing that is not covered by a
SaaS retail solution, some of which you may not
have previously considered. They are all designed
to reduce your workload and improve efficiency and
productivity.
Website management is one major area of
advancement in recent years, lining up well with
increased consumer expectations. Business
websites offer more today than at any point in the
history of the internet.
Presenting potential customers with a highquality
website affords your business a range of
benefits – credibility, lead generation, organic
traffic, the opportunity to showcase your unique
brand, and the chance to provide updates and
announcements. Managing all of these utilities
is made simpler using SaaS, rather than a
dedicated in-house IT staff.
Furthermore, customer service capabilities are
expanding, and perhaps most importantly, time is
saved – whether it be because simple questions are
easily answered online, avoiding lengthy phone calls
with confused customers, or because inventory
management can become somewhat automatic.
Another important component of this increasingly
complex digital landscape for retailers is reputation
management – something many SaaS programs
attempts to manage.
Through a business such as Podium, a retailer can
respond to a customer’s enquiries and schedule a
consultation, send automated reminders ahead of
their appointment, issue a one-touch payment link
after they make a purchase and collect a Google
review after their interaction is over.
With Podium, it’s all done via SMS, so even
for new customers it’s a familiar and easy to
navigate system.
According to Dave Scheine, country manager
at Podium, businesses wildly misunderstand
Australian consumers relationships with email
as a platform.
“According to our recent research, almost half of
Aussies have deleted an email from a business
without opening it in the past 24 hours, while almost
two-thirds have ignored an unsolicited call from a
business in the past week.”
He continues: “Meanwhile 49 per cent say that
businesses that use SMS to communicate appear
more professional than those that don’t. Threequarters
of Australians say they’re reliant on SMS
reminders to manage their day-to-day life tasks,
while 69 per cent say an SMS reminder has saved
them from missing an upcoming appointment.”
So what’s the key takeaway from this research?
Consumer expectations are changing and
businesses must keep up or risk falling behind.
Scheine says that if your business isn’t
communicating with customers using methods
that suit their tastes, it won’t take long before a
competitor captures their attention.
“Take York Jewellers, for example,” he says. “They
wanted to generate more reviews and provide more
streamlined customer communications, so they
engaged Podium. They use Webchat to engage with
their customers at every stage of their journey, and
eviews to collect more Google reviews after the
completion of a sale or customer interaction.”
“The results speak for themselves. They’ve
received over 400 total inbound leads in the past
year, including 321 from Webchat, and facilitated
650 customer conversations. What’s more, prior
to Podium, they had 32 Google reviews with an
average rating of 4.6. Through Podium, they now
have over 360 reviews with an average rating of 4.9.
They’re just one of thousands of businesses, many
of them jewellery retailers, seeing similar results.”
Further options
All of the SaaS programs which address customer
service management aim for one thing – more time
available for you with customers, face-to-face.
Inventory management was once one of the most
time-consuming and frustrating tasks for many
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Retail in the Cloud | TECH FEATURE
Real-time inventory view: How the cloud could help
The Cloud as Catalyst for Retail, McKinsey & Company
QUICK GUIDE TO
SaaS – Software as a Service
What does it all mean? SaaS is a way of
delivering applications that a business may
use to operate over the Internet. Instead of
installing and maintaining software using an
in-house IT department, business owners and
employees are able to access the applications
via the internet, freeing themselves from
software and hardware management.
Apart from the obvious general business and
administration software such as accounting
and POS, there are many jewellery specific
SaaS services on offer that include:
4 Gemstone and diamond trading platforms
4 Jewellery and watch auction sites
4 Diamonds search
4 Jewellery repair tracking and management
4 Jewellery appraisal management
4 CRM - Customer Relation Management
4 Jewellery Virtual Try-on
4 Customised design
4 eCommerce
4 Email marketing and automation
4 Retail store staff management
Advantages
• Flexible payments: Transitioning costs to
a recurring operating expense allows many
businesses to practice more predictable
budgeting.
• Scalability: Cloud services like SaaS offer
high scalability, which gives customers the
option to access more or fewer services or
features on demand. Services can be expanded
or retracted to fit the size of the business.
• Automatic updates: Rather than purchasing
new software, can rely on a SaaS provider to
automatically update and patch management.
This reduces the burden on in-house IT staff.
• Accessibility and persistence: Since SaaS
vendors deliver applications over the internet,
users can access them from any internetenabled
device and location.
• Customisation: SaaS applications are often
customisable and can be integrated with other
business applications.
Disadvantages
• Uncontrollable issues: Should a provider
experience service disruptions, or perhaps a
security breach, there’s little the user can do
but wait for the issue to be resolved.
• Unexpected changes: If the provider upgrades
to a new version of an application, it will roll out
to all customers, regardless of whether or not
the customer wants the newer version.
• Security: Cloud security is often the biggest
cause for hesitancy among retailers.
businesses. It can be painstakingly repetitive and
diverts your time and attention from other facets of
the business.
It’s difficult to focus on improving the efficiency of
your business, adding new products or promotions, or
generally improving your brand when you’re trapped in
the store room with a clipboard!
SaaS programs are able to accurately inform you how
much stock you have on hand and using forecasting,
can also advise on when you need to restock in order to
avoid shortages. There are fewer things more grating
to a customer than hearing that a coveted piece of
jewellery is out of stock.
Error reduction is perhaps the most obvious benefit
when it comes to managing inventory in the cloud.
The automated nature of the software means that
inevitable human errors are eliminated. Cutting down
on missed orders or incorrect information saves your
business time and money.
Meeting, and in some cases exceeding, the
personalised security requirements of a store or
business has never been easier with the decreasing
cost of security equipment and the rise of accessibility
as a result of cloud technology.
For jewellers, connecting security cameras with a
cloud service is a recipe for a safe and secure business
– even in the event that thieves interfere with the
cameras themselves. When the footage from security
cameras is backed up on the cloud, access is easy and
simple around the clock.
Recorded CCTV footage is available and accessed
anywhere at any time via a computer, mobile or tablet.
Using the cloud can simplify the process of retrieving
video information – even in the event that thieves
damage the camera itself.
Marketing is made easier with services designed
handle outbound emails and newsletters as well as
handling loyalty programs.
Deloitte Australia partner Melissa Dean advises any
retailer looking to maximise sales this holiday period
must consider a well-oiled loyalty program.
“Loyalty programs that seamlessly bridge channels
strengthen brand to consumer connection through
well-known reward schemes encourage repeat
purchase behaviour,” she explains.
“Loyalty programs also create additional, high impact
touchpoints for greater customer understanding
and value delivery improvement. Having a single
customer view allows you to know your customer,
and is your greatest strength in delivering excellence
through personalisation, driving higher value business
outcomes.”
Dean suggests that cloud-based software is an
excellent method for managing such programs.
“Cloud-based systems can effectively underpin multichannel
selling. They allow for a seamless shopping
experience by efficiently supporting retailers with
real-time visibility of stock quantities and locations,
inventory syncing and integration, tracking, reporting,
forecasting, customer, vendor management and
more.”
Buying and selling
The logistics associated with acquiring diamonds and
gemstones has been revolutionised by online trading
platforms, such as RapNet, Get-Diamonds and IDEX.
One relatively new face to the scene is Diamonds
On Call – based in Hong Kong, the trading network
recently celebrated five years of operation.
Diamonds On Call founder Harshil Shah says he
expects the increase in retailer interest in the cloud
and SaaS to continue long into the future.
“If you remember, post-recession diamond prices
dropped rapidly and then picked up again from 2010
to 2013. From 2013 to 2020 the market kept dropping
from 5-10 per cent every quarter and hit a sharp low of
almost 40 per cent during the pandemic,” he explains.
“This was also during the times when cloud-based
systems were introduced to almost all spheres and
industries anew. And the retailers who initially were
hesitant saw the opportunity to save time, effort and
money and came on board to survive.”
He added: “With time, efficiency became obvious, and
they adapted to the new way of working. We feel the
number of retailers switching to this modern way of
business will increase manifolds in the coming years.”
With an ever-growing number of programs and
tools being made available to businesses to handle
48 | November 2022

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L to R: Rareworks; Rapnet
inventory management, customer data, and store
security, Retail Edge Consultants Brown says that
unsurprisingly, privacy remains a pivotal point of
interest for retailers.
“I wouldn’t say that I’m seeing a big ‘movement’
when it comes to retailers endorsing a wide range
of cloud technologies, however, we have cloud
options available to all of our clients because many
do want the option,” he says.
“I think from an industry point of view there’s still
a lot of conservatism when it comes to this kind
of thing, and the core reason of course is privacy.
Jewellery retailers and business owners don’t want
people to see their margins and they don’t want
people to be able to identify what you might call
their operational ‘point of difference.’
“Some feel that because it’s all going ‘online’ and
is being stored in some data centre they may never
visit, that they are exposed to security flaws. But
still, I would describe the interest as growing.”
Rareworks is another recent addition to the
industry, beginning in 2021 as RFID specialists.
The business has since expanded to include an
e-commerce platform, augmented reality, POS,
business analytics and finance options – all created
with the jewellers needs in mind.
Rareworks’ chief operating officer Susan Davidson
agreed with Brown and said that soon, it may be
impossible for tech-hesitant retailers to compete
with those that embrace emerging opportunities.
“Retailers are increasingly looking for cloud-based
software solutions. Customer expectations have
changed from 9-5 access to 24/7 availability. To
compete in this climate, businesses need more
flexibility and accessibility outside of their brickand-mortar
stores,” Davidson explains.
“Whether it’s remote access to a POS to maintain
an up-to-the-minute integrated website or the
ability to log in to a cloud based book-keeping
system, the need to work from any location is
driving companies to transition to cloud-based
systems. Cloud-based POS, accounting and human
resource systems are vital for success today.
Having a global cloud-based fleet of systems that
work is what makes a modern-day business stand
out from the rest.”
Don’t fall behind
It’s one thing to merely say – don’t fall behind. It’s
another thing entirely for owners and managers
to stay competitive via the mastery of emerging
software technologies, especially when juggling the
already time consuming responsibilities of running
a business.
As part of a report for McKinsey Digital, associate
partner Munmun Baishya explains the evolving
landscape for retailers: “Retail today is in the midst
of an exciting revolution in which power has shifted
from the retailer to the consumer.”
“Consumers are influencing product trends
through reviews and social media, doing extensive
product research online, and expecting a seamless
omnichannel experience across all touchpoints,”
Baishya adds.
“Businesses’ demands for tech-enabled capabilities
are compelling technology executives to advance
and accelerate their technology-adoption
schedules. An increasing number of leaders have
come to recognise the critical role of the public
cloud in facilitating their technological reinvention.”
Retailers face pressure to deliver new business
capabilities faster. This, in turn, shrinks retailers’
margins and impacts all aspects of the retail value
chain in some way, shape, or form.
For those hesitant to explore SaaS options, it’s
important to remember that while learning and
implementing new programs and services can be
daunting the aim in the long run is to create a more
efficient business, saving time and energy.
Learning to use a program like MYOB was once a
daunting prospect too – today, it’s second nature
for most. The number of SaaS services being
developed specifically for jewellery retailers and
store managers increases every year (see panel
opposite).
Perhaps some day soon, many of the SaaS
programs discussed above will feel so interwoven
into your business that they’re an all-but invisible
aspect of your efficient, time-rich business.
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Retail in the Cloud
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Rareworks
with Susan Davidson, Chief Operating Officer
Est. 2021
RAREWORKS.IO • +61 7 3053 5590 • marketing@rareworks.io
facebook.com/rareworkssuite
@rareworkssuite
linkedin.com/company/rareworkssuite
Rareworks, powered by TJS and
Irys, helps jewellers focus on sales,
customers, and designs by streamlining
your day-to-day. Starting with RFID
inventory management and Swim POS,
our customised product line now includes
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options - all created with the jeweller’s
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Our innovative cutting-edge solutions help
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and engage with customers in unique
and memorable ways.
Why should jewellery retailers consider
using Rareworks?
Rareworks has a positive impact
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RFID improves stock control, optimises
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Free up time for staff to focus on sales,
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What benefits can your business offer
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Swim stands for Savings With Improved
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The end result is saving jewellers the time
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What unique benefits does your business
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Rareworks caters exclusively to jewellers
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With our streamlined and integrated
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Curated consultations help business
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With one integrated system backed by
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profitability. This is what sets
us apart from the other industry players.
Describe the typical user of Rareworks?
Rareworks’ solutions span independent
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retailers and wholesalers.
Are there any options for integration
with existing software?
Rareworks RFID is already integrated
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Swim is integrated with Shopify, Tiara
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RAREWORKS
Top 3
Advantages
• Individualised
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• A singlue
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How does pricing work with your
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Swim offers monthly and annual plans,
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Our RFID solutions include hardware
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of licenses and annual maintenance
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We also offer a variety of RFID tags
in different colours, form factors, and
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Can your software offer API integration
and if so, how does that take place?
We offer API integration and software
development kits for some our products.
As I mentioned earlier, anyone who has
specific needs is free to contact us in
order to discuss the finer points – every
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and we’re ready to meet requirements.
What have been the major advances in
RFID in the past three years?
Integrations with e-commerce and
virtual try-on elevate the already
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and Swim POS.
Any additional comment or information
you’d like to share about your business?
The Rareworks team is our biggest asset!
No matter what the product is, you need
the right people to back it up.
Everyone, from our CEO to the newest
hire, is invested in and accountable for the
each and every long-term relationship. The
outcome is the support, product growth,
and availability you need for success.

Retail in the Cloud
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Diamonds On Call
with Harshil Shah, Founder and CEO
Est. 2017
DIAMONDSONCALL.COM • +61 1800 841 842 • info@diamondsoncall.com
facebook.com/diamondsoncall @diamondsoncall linkedin.com/company/diamondsoncall @diamondsoncall
To make all varied types of polished
diamonds, certified and parcel,
accessible online around the world
and to design a simple online platform
where jewellers can buy and receive
diamonds with single click.
Why should jewellery retailers consider
using Diamonds On Call?
We function as a real-time virtual
window between diamond sellers
and buyers, bridging the gaps in the
jewellery supply chain.
Diamonds On Call is a business-to-business
diamond e-commerce platform and the
winner of the JWA Industry Innovation
Award for 2021. Our web portal allows
jewellers, diamond retailers and buyers
across the world purchase diamonds
from suppliers with a single click. We are
an ecosystem of more than 20 DTC sight
holders, 700-plus diamond manufacturers
and 1500-plus retailers and jewellers
completing transactions every day for
natural and lab-created diamonds.
What benefits can your business offer
jewellery stores?
Our portal carries a live inventory of millions
of stones, where the jewellers find their
perfect match and place orders.
We offer transparent pricing, with no hidden
cost or registration fees. Compare prices
offered by suppliers. The inventory is live and
members can purchase or hold diamonds in
real- time. We offer exclusive CRM support
with 24/7 access to a dedicated manager
as per the preferred time zone. Diamonds
On Call also carries complete supply
management - we take care from A to Z;
from sourcing, ordering to quality assurance
and delivery.
What unique benefits does your business
offer that your competitors cannot?
Buyers can choose to keep all their orders
under one invoice or shipment, as per their
requirement with consolidated invoicing and
shipping.
Our experts physically examine all the
diamond including eye-clean and with no
BGM as a part of an independent quality
check. We adhere to a one-time KYC filing
policy that saves a lot of effort and time
of jewellers from filing documents for
each and every supplier they deal with on
our platform. Full logistical support is an
important aspect of our platform, with full
assurance of safety and security we provide
door-to- door insurance. Diamonds On
Call’s API integration and plugin allows
purchasers to hold and confirm orders
using right from their website.
Describe the typical user of Diamonds
On Call?
Jewellers, retailers and manufacturers,
jewellery designers and chains of jewellery
stores dealing exclusively in diamond
jewellery pieces. We cater to jewellers
primarily based in Singapore, Hong Kong,
Australia, Europe, Canada, and some
regions of southeast Asia, as well as the
US and UK.
Are there options for integration with
existing software?
Yes - our exclusive API integration and
plugin option lets clients of our customers
search, hold and buy diamonds from our
inventory, via their website.
How does pricing work on your platform?
We are proud of our transparent pricing
structure whereby any buyer can
compare the supplier’s price and ours
and see that buying from our platform is
inexpensive. Furthermore, buying diamonds
from our portal is always cost-effective
because of the high negotiation ability we
have, topped with consolidated shipments
and single invoice structure.
Does your business offer
demonstrations?
Any jeweller can simply visit our website and
request a demo. A dedicated relationship
manager from our sales team will get in
touch with them at their convenience, in the
working hours of their time zone and take
DIAMONDS
ON CALL
Top 3
Advantages
• Consolidated
billing and
shipments
for those
that prefer to
keep all their
orders under
one invoice/
shipment.
• API integration
and plugin
allowing users
to hold and
confirm orders
conveniently
from their
website.
• Independent
quality checks
performed
by experts
ensuring
diamonds are
eye-clean with
no BGM.
them through the workings of the website as
well as the mobile app.
Can your software offer API integration
and if so, how does that take place?
Yes - directly visit the website, choose the
‘Diamond Feed Connect’ option i.e., API or
plug-in and one of our dedicated personnel
from the CRM team will contact you to
understand your requirements and along
with an IT team member, will help you setup
the API or plugin. Once the integration is
done, the jewellers will only have to deal
with one feed format for accessing the
entire live inventory. They can choose to
filter in or out any supplier’s inventory
specifically as per their preference and can
also has multiple filters to stream down the
options and create a customised feed to be
displayed on their website.
What specific functions on your platform
help jewellers sell more diamonds?
There are several answers to this question,
but the most important is that we provide
security, convenience and comprehensive
solutions. Jewellers significantly saves time
and money while working with Diamonds
On Call. Our offerings include but are not
limited to; a vast collection of diamonds in
the live inventory, effortless coordination
and free registration, easy access to readyto-sell
diamonds from around the world,
quick delivery, consolidated shipment and
invoicing, so they can focus on making
jewellery instead of procurement of
diamonds.
Any additional comment or information
you’d like to share about your business?
We recently celebrated five years of
operation and have sold 70,000 diamonds
so far. We have a well-structure operations
team of experts who perform quality checks
on shipments. Diamonds On Call is proud
to possess a very well-maintained network
of suppliers including DTC sight holders,
and we are coming up with some dashing
new technological innovations and tools and
features that’ll help jewellers’ boost their
businesses.

LIVE INVENTORY
7,00,000+ Natural Diamonds
1,50,000+ Lab-grown Diamonds
LIVE INVENTORY
7,00,000+ Natural Diamonds
1,50,000+ Lab-grown Diamonds
Get Free Access
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INDUSTRY
INNOVATION
AWARD
2021
We are are now now in in Australia.
Call Call us us on on +61 +61 1800 1800 841 841 842 842
Download App
Download App
@diamondsoncall
@diamondsoncall

Retail in the Cloud
ADVERTISEMENT
Retail Edge Consultants
with David Brown, Founder and President
Est. 1996
RETAILEDGECONSULTANTS.COM.AU • +61 7 5574 0322 • info@retailedgeconsultants.com
@theedgesoftware
linkedin.com/company/retail-edge-consultants
Retail Edge is a management consulting
company that, as a result from demand
from retailers dissatisfied with their
existing system, sourced the world’s
leading jewellery software.
The retailers wanted a feature rich,
reliable system with strong support,
all at a realistic price. TheEdge was
the answer!
Why should jewellery retailers consider
using Retail Edge?
We’re offering the most comprehensive
system in the market and we’re a full
service company.
We have a team of client services people
working full-time to work with our clients
and handle any incoming calls and we
are the only business in the Australasian
jewellery industry that provides industry
trends, analysis and information.
We’ve got programmers working hard to
deliver programs that address staffing,
customer and inventory management
needs for our clients.
The fact that we have stood the test of
time is important, we’ve been around 20-
plus years now and we’re still growing.
Other companies have stagnated or began
to decline in membership but that’s not
the case for us.
What benefits can your business offer
jewellery stores?
Electronic invoicing is a significant
component of what we offer and I
think that comes as a huge benefit
to our clients.
I mentioned the trends anaylsis earlier,
I think that’s really unique.
The advice and education and mentoring
are probably our primary offering.
Recently, one of the ideas we’ve been
emphasising to our clients is that we are
a single source for problem resolution.
Whether it’s improved financials, healthier
stock, business growth strategy, or staff
performance and retention, we’re offering
it all and more.
If our clients have any issue with their
business we want them to undersand they
can come to us and we’ll work with them
to generate the solution.
What unique benefits does your business
offer that your competitors cannot?
More recently we’ve begun offering
Edge Pulse.
You’ve got your point-of-sale system
which is located at the store, and now,
we’re offering a mobile app which allows
business owners to access all the key
information from devices away from
the store.
It’s got excellent mobile functionality,
real time statistics and all the data you
might find yourself needing when you’re
away from the store.
It all circles back to that concept of being
a full service business.
It’s not just a matter of offering the tools.
The name is Retail Edge Consultants.
We don’t just give our clients the tools,
we work with them to make sure they
maximise sales and maximise profit.
Describe the typical user of Retail Edge?
Every client we work with is an
independent jewellery store, however, they
come in all different shapes and sizes.
We’ve got your small mum-and-dad
RETAIL EDGE
Top 3
Advantages
• Only business
in the
Australian
jewellery
industry
offering trends
analysis
• Able to address
a diverse range
of issue that
may impede a
business
• Multiple fulltime
client
services staff
to provide
quality,
knowledgeable
support to our
clients
jewellery stores with $300,000 in turnover,
and then we work with larger retailers
doing many millions in sales.
We work with multi-store operations and
cover anything that falls into the industry
itself, whether it be diamonds jewellery,
other gemstones, etcetera.
We don’t work with major chains, our
clients are all independents.
Are there any options for integration
with existing software?
Whether it’s financing, jewellery
valuations, or insurance, we’re across
a very wide variety of programs and we
offer a strong level of integration.
We believe that it’s important that there
are more and more tools available for
our clients all the time and as a result we
make it a priority to be adept and relevant
so that we can meet their needs when
they arise.
We need to be relevant to the industry as
it is today, not as it was yesterday. It’s a
very dynamic industry and we need to be
dynamic in our solutions.
We pride ourselves on refusing to ever lag
behind in a rapidly changing environment.
How does the pricing structure work
with your platform?
The easiest way to understand our pricing
structure is to know that it’s a rental
model, we don’t sell the software.
It’s a subscription-based service which
is flexible depending on the size of your
operation, factoring in characteristics
such as how many work stations you
have, or how many stores.
On average, we charge less than one per
cent of a typical store’s sales.

Just the edge
you need.
Know your business
and industry trends
anywhere, anytime.
At the beach or at a Trade Fair,
review your stock and sales
performance from any supplier.
Use pooled data to optimise
profits by knowing the best
performing items and emerging
trends before you buy.
Ready to improve your retail profits?
We are your single source for all of your store’s needs.
Improved
Financials
Healthier
Inventory
Sales
Growth
Recruiting
& Hiring
Increased Staff
Performance
POS &
Edge Pulse
• Mentoring and management consulting
• Seamless succession planning
• Be held accountable – see results!
07 5574 0322
mike@retailedgeconsultants.com
www.retailedgeconsultants.com.au

Retail in the Cloud
ADVERTISEMENT
Podium
with Dave Scheine, Country Manager, Australia at Podium
Est. 2014
PODIUM.COM • support@podium.com
facebook.com/podium @PodiumHQ linkedin.com/company/podium @podium
A few years back, Eric Rea (co-founder and
CEO) got a frustrated call from his dad.
His dad’s tyre shop had plenty of happy
customers, but only a handful of angry
ones were leaving reviews. So we built a
product that made getting more reviews as
easy as sending a text.
As we set out to solve the same problem for
local businesses everywhere, we realized
that messaging with customers wasn’t
just the better way to get reviews—it’s the
better way to do business. We’ve since built
a multi-product platform that’s modernising
the way local business gets done.
Why should jewellery retailers consider
using Podium?
Jewellery retailers - and any local
business, for that matter - should use
Podium because it helps businesses cater
to the needs, habits, and preferences of
contemporary consumers.
Aussies have come to expect - and prioritise
those who offer - quick, convenient and
customer-friendly interactions with
businesses today. They no longer want to
interact with businesses via phone calls or
exchanging emails back and forth; they want
more convenience than that.
Podium comprises eight different solutions,
which enable businesses to deliver
exceptional customer experiences in the
palm of their hand. Local businesses are
turning to Podium’s SMS-based platform
to receive more business-critical reviews,
collect payments, send SMS campaigns,
and centralise their communications
during lockdown. Running a local business
isn’t easy, particularly lately, but Podium
makes it easier than ever to communicate
more conveniently, collect reviews, facilitate
payments, send effective marketing
campaigns and more.
What benefits can your business offer
jewellery stores?
Through Podium, a jewellery retailer
can answer a customer’s enquiries and
schedule a consultation via webchat,
send automated reminders ahead of their
appointment, issue a one-touch payment
link after they make a purchase and collect
a Google review after their engagement
has concluded.
Crucially, it’s all done via SMS, so for a
customer it’s as easy and convenient as
communicating with their friends and family.
What unique benefits does your business
offer that your competitors cannot?
Our competitive differentiator is the scale
of our platform. A business is made up of
many essential processes, departments,
and components, and Podium’s platform
caters to so many of them.
We’ve built a platform made up of eight
different tools, and growing that ecosystem
is a core focus - we want to be the one-stop
shop for local businesses.
Rather than a local business using multiple
different vendors - which is expensive,
requires more time to learn and integrate,
and often creates business silos - local
businesses can use Podium for all their
communication, marketing, and payment
needs. There might be other platforms that
handle one or two of those functions, but
jewellers need a platform they can rely on
to help power their business, not just one
aspect of it.
Describe the typical user of Podium?
Podium is used by over 100,000 local
businesses globally. Our core customers
are SMBs, so typically any business with
between 1-50 employees, though our
platform is excellent for bigger
businesses, too.
We serve the entire spectrum of local
businesses, from jewellers to dentists,
mechanics, tradies and more. Every local
business is unique, and every sector of the
small business community has separate
challenges and opportunities. However,
they’re all bound by a desire to provide
meaningful, convenient, and sophisticated
customer experiences - and that’s where
we come in.
Are there any options for integration with
existing software a retailer may be using?
Because our mission is to make it as easy
PODIUM
Top 3
Advantages
• A platform
containing
eight different
tools, each
aimed to
improve your
business.
• Scalable to
all sizes due
to a client
base of more
than 100,000
businesses.
• Capable of
integration
with more than
180 different
solutions.
as possible for businesses to operate, we
integrate with over 180 different solutions.
Our growing ecosystem of integrations
makes it easy to automate the more routine
stuff while maintaining a personal touch
in each customer interaction. We’re a
perfect fit with the tools a jewellery retailer
already uses, and we’re always adding new
integrations.
Can your software offer API integration
and if so, how does that take place?
Our API is public and available in our
Developer Portal. That means any business
that has an in-house system, or an idea
for an app or process, can integrate it with
Podium through the public API.
What do retailers misunderstand about
reputation management?
Consumer expectations are changing
today, and businesses that understand the
role their online presence plays in that will
be better placed to seize opportunities,
overcome challenges and cater to their
customers’ needs.
The biggest misconception currently is that
email and phone remain the primary means
of communication for consumers. Far from
it, in fact.
Our research has revealed that Australian
consumers say their tolerance for poor
business communication has decreased
since the pandemic and are willing to
blacklist local businesses who don’t cater
to their habits and preferences. So it’s
no longer good enough to simply have
a digital presence; it has to be effective,
and built with the consumer and their
preferences in mind.
Any additional comment or information
you’d like to share about your business?
We recently released the Podium Businessto-Customer
Communication Report, which
deep dives into the trends and habits of
consumers today.
It’s a really important read, providing the
insights jewellery retailers owners need to
know about interacting with their customers
post-pandemic.

Email is dead.
Phone tag sucks.
Watch 4 low-cost
ways to supercharge
your jewellery sales

Retail in the Cloud
ADVERTISEMENT
Livadi
with Richard Ashman, General Manager at Palloys
Est. 2020
LIVADI.COM • 1300 886 108 • info@livadi.com
facebook.com/livadirings
@Palloysau
linkedin.com/company/palloysau
livadirings
Design your own bespoke wedding
ring or unique couples set. Start
with a ring setting then customise
the shape, features and stones.
Your beautiful creation will be
uniquely yours!
Why should jewellery retailers become
a partner with Livadi?
Livadi offers unprecedented levels of
innovation to our partners through
cutting-edge technology.
At the same time, targeted towards
nurturing the sentimentality and personal
nature of something as precious and
important as wedding bands.
Other important factors are the sheer
ease at which retailers are able to create
bespoke rings with the 3D configurator, as
well as the interactive interface that can
be used collaboratively in-store or online
with your customers. The configurator’s
unprecedented capacity for personalisation
includes the ability to engrave anniversaries
and inscriptions into your designs.
What benefits can your business offer
jewellery stores?
Livadi takes pride in our ability to take the
logistical burden away from business owners.
We believe in jewellers building strong
personal connections with their customers,
having the time and space to identify how
they can improve their business.
It’s about creating the opportunity for
these businesses to focus on the tasks
that will generate a greater commercial
outcome, which can be difficult when you’re
negotiating the logistics of manufacturing
bespoke jewellery.
With Livadi, it is possible to be fully present
in your business and with your customers,
while ensuring that the highest-quality,
bespoke wedding bands are available and
carefully handcrafted.
What unique benefits does your business
offer that your competitors cannot?
All Livadi products are made with 100 per
cent Australian gold and ethically sourced,
sustainable metals, this is an industry first
and something that can be exclusively
offered by Livadi.
As concerns regarding sustainability
continue to mount in industry, Livadi
stands resolute in our commitment to
sustainability and the environment.
Additionally, all Livadi wedding bands
are made from one piece of metal,
creating an extremely durable,
continuous wedding band.
It’s worth noting that Livadi creations are
completely hand-finished. We want each
piece to be considered a miniature work
of art, and so each Livadi piece is created
by masters of craft – people who are proud
to create objects of beauty.
The hope is that the piece will be enjoyed by
their wearer and their descendants to come.
As we like to say, it’s this design ethos that
makes every Livadi piece so special.
Conceptually, the rings both symbolically
and functionally reflect the lifelong
commitment and connection associated
with marriage.
Since Livadi was launched what changes
have been made to the platform?
In June of 2022, Livadi launched our
revolutionary 3D Configurator, which allows
clients to customise, design, and create
their unique Livadi ring, with 3D rendered
visuals that show their creation in real-time.
The render created can then speak
to the internal Livadi manufacturing
systems, and the ring can be handcrafted
and delivered within 14 days. It is a
game changer in the industry, and for
LIVADI
Top 3
Advantages
• Made from
100 per cent
Australian gold,
answering
contemporary
consumer
concerns about
environmental
sustainability..
• Interactive
interface that
can be used
collaboratively
in-store with
customers.
• Easy-to-use
program that
suits timesensitive
businesses.
Livadi stockists.
The Configurator was one of our key
innovation projects during COVID and
is by far our most significant change to
our online platforms.
Describe the typical user of Livadi?
While we believe Livadi is a brand for
anyone and everyone, unified by our belief
in marriage and celebrating love, Livadi is
for anyone considering or preparing to take
the exciting step toward marriage.
We foresee a huge interest from customers,
who typically value bespoke, meaningful
and quality jewellery that can be customised
and personalised as desired.
Does your business offer demonstrations?
At the recent International Jewellery Fair
in Sydney, the Livadi digital 3D configurator
and platform were a huge success.
Additionally, we regularly demonstrate
Livadi with buying groups.
Anyone who interested in a demonstration
is encouraged to get in contact via email
[info@livadi.com] for more information or
to book an instore demonstration.
Any additional comment or information
you’d like to share about your business?
Palloys see technology as an enabler in
the jewellery industry.
Innovation and technological
advancements support customer
engagement and build business
efficiencies; it improves systems and
processes without compromising the
artistry and sentimentality associated
with jewellery, particularly wedding bands.
We believe in supporting jewellers as
artists and craftspeople and believe that
technology like the 3D Configurator can help
actualise this focus while simultaneously
building wider business success.

EVENT FEATURE
On the Horizon
JAM-PACKED 2023
after
Sydney & Singapore Success
Everybody loves a comeback story. SAMUEL ORD examines the optimism surrounding 2023 following
the success of Singapore’s Jewellery & Gem World and Sydney’s International Jewellery Fair.
A
fter the trade was impeded for more
than two years due to the COVID
pandemic, jewellery retailers and
suppliers have a jam-packed schedule to look
forward to in 2023.
Locally, next year’s jewellery industry calendar
is about to get busier with Expertise Events
announcing a new trade show scheduled for
February as well as the 2023 Jewellery Design
Awards.
The industry’s enthusiasm for such the new
event was clearly high, as the Melbourne
Jewellery Expo was fully booked in one just day.
Fitz-Roy admitted he undertook a ‘soft
announcement’ to suppliers to gauge support
before formally advertising the event to the wider
industry.
“I was quite surprised at the feedback. Admittedly,
we committed limited space to the Expo but we
received more requests for‘ bookings on the first
day than we have stands. We are now reviewing
how we can create more space to accommodate
the current waiting list and the expected additional
interest.”
In March 2021 during COVID Expertise Events
introduced the Australian Jewellery Fair – a smallscale
show in Sydney – as a way for suppliers to
reconnect with customers face-to-face after the
2020 lockdowns. The boutique-style event was
promoted as a way to help stimulate sales and
ordering after the Christmas and New Year sales
periods and following Valentine’s Day sales.
The 2021 event was successful and it ran again in
March this year with the aim to also capture the
preMother’s Day sales cycle.
Fitz-Roy explained that following the success of
both Sydney jewellery fairs this year (March and
August) he received exhibitor feedback and requests
to see if “we could deliver something to help
stimulate the Melbourne and Victorian jewellery
market. Many of our exhibitors had suggested a
small, boutique-style event in Melbourne as that
state continues to rebuild
as the hardest lockdown state.”
He added, “The Expo is designed to serve
Melbourne and country retailers and has the
support of the major buying groups - Nationwide
Jewellers, Independent Jeweller’s Collective and
Leading Edge Jewellers.
Changes afoot for 2023
This year’s International Jewellery Fair (IJF) was
always going to be a litmus test of not only for the
exhibitors and buyers but also event organiser
Expertise Events.
The pandemic forced people to question many
things, including the way they work and run
their businesses. For more than two years, retail
jewellers and suppliers alike questioned everything
they did.
The 2022 Sydney tradeshow effectively became a
reset in anticipation for the 2023 fair and beyond.
Expertise Events managing director Gary Fitz-Roy
told Jeweller he had already observed some
changes in ordering patterns in the lead-up to the
2019 show.
“I think the challenge this year was always going to
be the question of whether or not people were going
to come and buy. If you think back to 2019, the Fair
had already changed quite a lot. We were seeing
a lot of people attending just to look at what’s on
display and to plan for Christmas rather than just
buy,” he explained.
He said he viewed the reset to be a success and
that the biggest surprise was that the opening
days of the fair were very different start compared
with what had occurred in the years before the
pandemic.
“It was reminiscent of fairs from yesteryear.
From those that I’ve had the chance to speak with,
Saturday and Sunday were both really strong days,
however the first day felt more like the second
we’ve become accustomed to.
“In my mind, the success of this year’s show has
really reaffirmed the position that a successful
tradeshow unites the industry.”
Success in Sydney
This Fair was a busy one for Duraflex Group
Australia (DGA), one of industry’s longest running
jewellery and watch suppliers, as the business
celebrates 60 years since it began trading.
Duraflex has evolved from watch straps to European
branded jewellery, a diamond range, and more
recently Swiss watches, launching a partnership
with Edox at this year’s Fair.
Duraflex managing director Phil Edwards told
Jeweller: “the overall experience at the fair was
extremely positive with excellent attendance. Our
60 | November 2022

SEE MORE IMAGES ON
FACEBOOK & INSTAGRAM
2023 EVENTS SCHEDULE | On the Horizon
ROCKRUSH
DRAGON DANCING ON OPENING DAY
VENUS JEWEL’S 52.64-CARAT ROYAL OVAL
BUYERS @ BUSY REGISTRATION DESK
GREEN LAB DIAMONDS
OFIR SRL
SHREE RAMKRISHNA EXPORTS

New Designs
On the Horizon | 2023 EVENTS SCHEDULE
OE011-SS
IP6524P
IP83-BANGLE-YGP
IP6524E
OP012-SS
customers were pro-active with their agendas and feeling confident
about the upcoming Christmas trading period.”
For years visitors were traditionally greeted by the large presence of the
Peter W Beck stand at the entrance, and the company’s rebranding to
BECKS, with a strong red-and-black design, was the latest move from
the South Australian-business following the passing of founder Peter
Beck in 2021.
“I known it’s my first major fair since 2001 and loved every minute,”
Ingham explained. “Late on the third and final day you could see
everyone on our team laughing and smiling – we’re all exhausted but
now all the work has been worth it based on the reception we’ve had.”
For jewellery and watch distributor Timesupply – which serves more
than 800 retailers in Australia and New Zealand – the expectations
heading into the IJF were clear.
Director Ken Abbott said “Our expectations heading into the weekend
were to simply reconnect with our customers face-to-face and hopefully
connect with some new people, and we’ve achieved both of those goals
so we’re happy.
“Saturday was very strong in terms of orders and then Sunday was
even stronger again, which is exactly what we hoped to see.”
His expectations were met to such a degree that he added, ”there
was little reason to delay confirming a return in 2023.
“It was great to see so many people face-to-face – especially those
from New Zealand who for obvious reasons we haven’t been able to
see for a long time.”
Success in Singapore
Internationally there’s also been plenty of cause for optimism.
Organisers of Jewellery and Gem World, Informa Markets, made the
difficult decision to shift the event to Singapore from Hong Kong for a
one-off event in 2022.
The end result? Overwhelming praise for the new location and its ability
to provide an accessible and secure in-person experience, even against
the backdrop of the pandemic.
Beginning on 27 September and concluding 30 September, JGW
Singapore welcomed just shy of 1,000 exhibitors from more than 30
countries and organisers reportedly increased the total reserved floor
area to 35,000 square metres to accommodate increased demand.
More than 11,000 buyers from 97 countries visited JGW Singapore.
Informa Markets senior vice president David Bondi confirmed that the
five biggest sources of buyers were Singapore, India, the Phillipines,
Vietnam and Malaysia.
“We are immensely delighted that exhibitors and buyers from all
corners of the globe have joined our industry’s grand reunion in
Luxury Pearl and Opal Jewellery
+61 2 9266 0636
enquiries@ikecho.com.au
www.ikecho.com.au
“The fair was extremely
positive with excellent
attendance. Our customers
were proactive with their
agendas and feeling
confident about the
upcoming Christmas
trading period.”
Phil Edwards
Duraflex Group Australia
IJF Commentary
“When you compare this
show to Hong Kong, of
course, Singapore is much
smaller in scale but there’s
still been lots of buyers
and we’ve had the chance
to showcase our products,
so we’re very happy.”
Shu Minoda
Iris Opal
JGW Commentary

Singapore. The positive energy and level of engagement on the show
floor was invigorating,” he said.
“Without our community’s incredible support, the industry regrouping
that we all saw in Singapore wouldn’t have been possible. We are
extremely grateful to our valued partners – the exhibitors – who
brought their very best products and innovations to the show, and to the
thousands of buyers who chose to attend. As I’ve mentioned a number
of times before, a sourcing event goes beyond products; it’s as much
about people, ideas and inspiration.”
Australian’s in Singapore
There were plenty of local faces among the exhibitors.
Based in Los Angeles and originally from Sydney, Joel Price Opals is
a wholesaler of Australian opal specializing in Lightning Ridge black
and light opal.
Director Joel Price said, “It’s been a little rough around the edges
but largely I would say it’s been a good experience. Those little road
bumps are exactly what you’d expect from a show the first time it’s
hosted, first show jitters.
“I’ve done Hong Kong many, many times before and although this
show is obviously smaller and is missing the buyers from mainland
China, I’d say that the buyers I’ve spoken to have the kind of attitude
you hope to see.”
“With that said, I’ve seen a lot of people I’m familiar with from Hong
Kong here today and with close to 1,000 exhibitors at a first time
show, there’s clearly been buy-in from the suppliers too, which is
what the event needs to be a success.”
Another familiar face amongst the crowd was that of Shu Minoda,
director of Iris Opal.
“It’s been a trip we’ve been very happy,” Minoda said. “When you
compare this show to Hong Kong, of course, Singapore is much smaller
in scale but there’s still been lots of buyers to speak with and we’ve had
the chance to showcase our products, so we’re very happy.”
“We were very busy on the first two days. Our speciality of course is
black opals and they really seem to be rising in popularity.”
What did the buyers have to say?
Around 65 per cent of the 11,000 visitors came from overseas. Amongst
the crowd were Amy and Chris Bradley of Pastiche, Australian designer
jewellery. The pair acknowledged the irreplaceable importance of direct
interaction in the jewellery trade.
“It was so wonderful to be able to participate in trade fairs again after so
long without one. We made a couple of new connections and caught up
face-to-face with our current suppliers,” she said.
Gislaine Rial of Jovely Joias, based in Brazil, echoed this sentiment.
“Late on the third and final
day you could see everyone
on our team laughing and
smiling – we’re all exhausted
but now all the work has
been worth it based on the
reception we’ve had.”
Greville Ingham
BECKS
IJF Commentary
“I’ve seen a lot of people I’m
familiar with from Hong Kong
here today and with close to
1,000 exhibitors at a first time
show, there’s clearly been
buy-in from the suppliers too,
which is what the event needs
to be a success.”
Joel Price
Joel Price Opals
JGW Commentary

On the Horizon | 2023 EVENTS SCHEDULE
SEE MORE IMAGES ON
FACEBOOK & INSTAGRAM
DURAFLEX GROUP AUSTRALIA
BUSTLING IJF22 HALLS
QUEUES AT ENTRANCE
PATERSON FINE JEWELLERY
The
Elizabeth
Ring
9ct gold and diamonds
A timeless classic
birthstone ring
03 9764 2165
sales@lacouronnejwl.com.au
www.lacouronnejewellery.com.au

2023 EVENTS SCHEDULE | On the Horizon
2023: SAVE THE DATES – AUSTRALIAN JEWELLERY EVENTS
DATE EVENT LOCATION
4-6 Febuary ‘23 Melbourne Jewellery Expo MCEC, Melbourne
17-19 March ‘23 Australian Jewellery Fair ICC, Sydney
19-21 August ‘23 International Jewellery Fair ICC, Sydney
“I had been going to the Hong Kong shows, which I love, for many
years, but I have to say that Singapore did not disappoint. The beautiful
city and JGW Singapore energised me after nearly three years of video
meetings!” she said.
Another Australian buyer - Adam Kelly of Adela Imports, based in
Newcastle – said that launching a trade show following a two-year
hiatus was no easy feat.
“I found some new suppliers and placed some orders. Under the
circumstances, Informa has done a great job,” he reported.
Busy year ahead
As a part of a special presentation on the second day of JGW Singapore the
particulars of two significant upcoming international jewellery shows were
outlined.
From 12–14 February, Jewellery, Gem and Technology Dubai (JGT Dubai)
will take place at the Dubai World Trade Centre.
The JGT Dubai marketplace debuted this year with 300 exhibitors from 25
countries and regions. More than 4,000 visitors took part – 46 per cent of
whom were international visitors.
Informa Markets has also reaffirmed plans to return the Jewellery and
Gem World trade show to Hong Kong in September of 2023.
Amid the recent relaxation of COVID pandemic restrictions in Hong Kong,
Informa Markets has scheduled the Hong Kong show for seven days in
September.
The show will open at Hong Kong’s AsiaWorld-Expo (AWE) from 18-22
September, while the trading will continue at the Hong Kong Convention
and Exhibition Centre (HKCEC) from 20-24 September.
Celine Lau, Informa Markets director of jewellery fairs, said that organisers
were confident pandemic restrictions would continue to be relaxed across
the coming year, presenting Hong Kong with the opportunity to once again
host one of the biggest events on the international calendar.
“Although pandemic policies remain, we are hopeful that additional easing
measures will be introduced when conditions allow,” Lau told Rapaport
News.
Welcome back
The Jewellery Design Awards will return to the International Jewellery
Fair (IJF) next year, following a three-year COVID-enforced hiatus. The
Awards celebrate Australian and New Zealand jewellery design and
manufacture across jewellers, apprentices and students.
The biennial Jewellery Design Awards (JDA) were launched in 2017 and
enthusiasm was high with 105 entries across 12 categories.
The most recent JDA event took place in 2019 and saw 44 finalists
across 10 categories, however; the 2021 edition was cancelled because
of the global pandemic.
With so much on offer internationally and within Australia’s shores in 2023,
there’s plenty of reason to believe buyers and suppliers alike will able off
the looming economic uncertainty and well-and-truly put the pain of the
pandemic in the rear-view mirror.

BUSINESS
Strategy
"A sincere and warm
welcome from the
staff, A clean store
with products and
promotions well
displayed, A high
quality website as
well… this business
is definitely on the
right track!"
How mystery shopping can improve your store
It’s difficult to remain objective with the things we are most passionate about.
KIZER & BENDER explore the insights the mystery shopping experience can offer business owners.
In the hunt for better sales and happier
customers, business owners have turned
to mystery shopping services for more
than 80 years now.
It’s a practice with a rich history, beginning
in the 1940s and exploding in popularity in
the 1980s.
Quality mystery shopping reports include
more than just a numerical rating. They
also include the shopper’s personal
feelings, revealing how they felt while
at the business. In the jewellery trade in
particular, customers are looking to make
an emotional purchase. How the store
makes a customer feel can make or break
a major sale!
Mystery shoppers help businesses uncover
how the average person perceives the
business.
That perception is your reality, whether you
like it or not.
Before the pandemic grounded us, we
mystery shopped for many retail stores.
We’d assume faux identities and morph
into the typical customers that you see
every day.
We've shopped as well-dressed and as
a complete mess, wealthy and cashchallenged,
nice and downright selfabsorbed.
And when we couldn’t pull off a
disguise, we’d hire someone who could.
We would never purposely set someone up
with a ridiculous or embarrassing request
because we believe that there is more to a
successful mystery shopping experience
than judging what a business is doing
wrong.
We prefer to look for the things a business
is doing right and share those insights
during the final analysis.
When we do a mystery shop, we cover
the following areas: exterior appearance,
interior appearance, customer service,
associate abilities, purchases, refunds, and
overall visit.
Mystery shoppers also rate the business
on cleanliness, merchandise selection
and presentation and store policies. Some
even take note of how the telephone is
answered.
We’ve even had businesses ask us to
mystery shop at the stores of their
competitors!
In each instance, we include a demographic
profile so that we can describe the
members of staff who served us.
There’s a wide range of professional
mystery shopping services available.
If you’re looking to save money, you can
organise one yourself. Simply prepare a list
of criteria and ask your friends to shop at
your store incognito.
So, with all the above in mind, let’s take
a look at some pieces of advice we leave
business owners with following a review.
Welcome!
Offering each customer a warm and
sincere greeting should be common
practice right?
According to
the experts,
we take 55 per
cent of our
communicative
cues from body
language, 38 per
cent from tone
of voice, and
only seven per
cent from the
words they use.
In our opinion, the sincere part is the most
important.
In the past, we’ve been ignored by staff and
even met at the door by an employee who
refused to smile or even make eye contact.
According to the experts, we take 55 per
cent of our communicative cues from body
language, 38 per cent from tone of voice,
and only seven per cent from the words
they use.
Avoid allowing your stance or tone to
relay something other than what you had
intended to say.
Acknowledge
Encourage your staff to acknowledge each
customer whenever they cross paths.
This might only be a smile, however, these
gestures will make the customer feel
valued.
Salespeople should be able to read each
unique situation. Sometimes a smile is all
that’s required, and sometimes you need to
break the ice and start a conversation.
Asking, “What brings you in to see us
today?” is always a good question to ask.
If the customer has a specific need, they'll
tell you what that is; if they are just there to
learn more about what you offer, they'll let
you know that too.
Cleanliness
If a customer is going to spend any amount
of time in an area of the store it must be
well-maintained.
66 | November 2022

Make a list of closing duties that need to
be completed each night before the staff
heads home.
Keep everyone busy by assigning them
one task to complete before the lights are
switched off and doors are closed.
In the morning, make a quick pass through
the entire store, noting anything that needs
to be cleaned or tidied before you unlock
the door for business.
Cut the chatter
When you first enter a store, the sound
or sight of staff enthusiastically chatting
about life outside of work can be offputting
for many customers.
Customers don’t care to hear about what
an employee did on Saturday night –
especially in a jewellery store!
Gratitude
Staff should be sincerely thanking every
customer for stopping by.
It’s a simple thing, however half-hearted
attempts to extend gratitude can do more
harm than saying nothing at all.
Let your customers know that you are
always here to help - even if they leave the
store empty-handed. How they are treated
determines whether they will return to
shop with you again.
Zero Moments of Truth
Google has coined an important term,
ZMOT – Zero Moments of Truth. It’s used
to describe a pattern of behaviour used by
consumers online.
Once upon a time, marketing experts
worked with a three-step model to
understand purchasing patterns.
A customer begins with the catalyst (or
stimulus) to make a purchase and heads to
a store. After browsing products in a store,
and perhaps speaking with an employee
or salesperson, the customer makes a
purchase, the first moment of truth. The
customer heads home and makes use of
the product, and that experience is known
as the second moment of truth.
Experts now understand that as a result of
the internet and the rise of of e-commerce,
that model is outdated and there’s a new
aspect to understand – the ZMOT.
The ZMOT comes after the catalyst and
before the first moment of truth. After the
need for a product arises, consumers are
now consulting the internet before heading
to the store – reading online reviews,
comparing products online and seeking
out detailed product descriptions.
The ZMOT happens online before
customers choose to visit your store. As a
business owner you’ll need to be proactive
and make the most of services such as
Google Alerts to learn what’s being said
about your store online.
We have alerts set up with each of these
services for ourselves, our company, and
everything else we want to monitor online.
Shaping the perception of your store and
products online is crucial to coming out
ahead during the ZMOT stage.
Digital evaluation
Dig deeper and check out your store’s
online profile.
Start by reviewing your Yelp and Google
Business pages weekly. Think you don’t
have a Yelp or Google Business page? You
may have one even if you didn’t set it up!
If a customer decides to review your
business that becomes your page.
As the owner, claim it, review what is
being said, then fill in all the open areas.
Add photos and respond to comments,
both good and bad.
ZERO
MOMENT
OF TRUTH
Catalyst
The customer
develops a desire
or need for a
product.
Zero Moment
Research is
performed online,
examining
reviews and
descriptions.
First Moment
The customer
visits a store
to make the
purchase.
Second
Moment
The experience
the customer has
when using the
product for the
first time.
Monitor these pages around the clock if
you are getting many reviews.
According to research released earlier this
year by Invesp, 90 per cent of customers
check online reviews before visiting a
business.
A further 72 per cent of customers they
surveyed said they felt increased trust in a
business with positive reviews online.
That information should be all the
prompting you need to understand the
importance of a well-maintained online
presence.
Somehow, you’re still unconvinced? 31
per cent of customers said they were
likely to spend more at a business with
overwhelmingly positive reviews!
Good luck
The biggest thing to remember is that
when you’ve employed the service of a
mystery shopper, every customer who
walks through the door becomes a part of
the mystery.
The mystery component makes the
evaluation exciting and keeps participants
on their toes, however the bottom line is
that every customer, in some shape or
form, is offering your store a similar test.
The average customer may not be a
mystery shopper who is paid to be
selective and picky, but they are evaluating
your business each time they visit.
The only difference is that they aren’t
sharing your test results with you.
So, will you pass their test?
RICH KIZER and GEORGANNE
BENDER are retail strategists,
authors and consultants. Visit:
kizerandbender.com
November 2022 | 67

BUSINESS
Selling
Important elements of sales preparation: Part II
The average customer of today has changed significantly due to the influence of the internet.
RYAN ESTIS encourages sales staff to prioritise planning.
In the October edition of Jeweller,
I discussed the changing perspective
of the modern customer.
The average customer walking into a
jewellery store today wants the ideal
product and they want it quickly, with their
perception of products heavily influenced
by online research performed days, and
sometimes weeks in advance.
Salespeople should view this new
landscape as an opportunity and not a
hurdle separating them from success.By
performing targeted research to develop a
better understanding of the customer while
communicating in the appropriate tone to
the person making the final purchasing
decision, sales remain as achievable as
ever.
There’s more good news! Along with
the strategy discussed in part one of
this series, there is a range of further
strategies to explore which will take the
approach of your business to the next level.
Pre-sale contact
Sales calls have changed in the past
few years, with an evolving mixture of
in-person, phone, email, and video calls
proving popular. The need to prepare for
this pre-sale contact hasn’t changed.
Great sales staff rely on a pre-sale plan.
Here are three things that your pre-sale
plan should achieve.
• Understand the objective: Do you want
the contact to result in a sale? A referral?
Or simply to move the customer closer to
closing the deal?
Whatever it is, understanding your end
goal is essential. Each one of those goals
requires a different type of sales meeting
and a different approach.
• Emphasise your position of value: A
position of value is the act of aligning with
the customer outcome and presenting
yourself in a compelling way that leads to a
buyer investigating the business further.
Customers want to see the value in
maintaining a relationship with you. Price
It’s important that you don’t meet resistance with resistance. Meet the
customer with listening and understanding.
is one thing, but your ability to create
value is something that customers notice
every time. Explain how your value is
differentiated and unattainable from
another business. Customers want
authenticity and they aren’t afraid to
validate the information they’ve gathered.
• Earn the commitment: Sales contacts
should end with a commitment to move
forward in a positive way.
Wherever you and the customer end up in
the decision cycle, what is the commitment
for advancing? That commitment also
applies to you and your sales staff. How
will you commit to delivering on your
promises after the contact?
Customer behaviours have changed, and
your pre-sale plan needs to adapt. When
you devote time to planning, establish your
objectives and state the value you offer, all
that’s left is to follow through.
Readiness to meet resistance
The top salespeople welcome resistance
from potential customers. Resistance
isn’t rejection, it’s a sign that someone is
interested in your products or services.
To be ready for that resistance, you must
come up with solutions and make the
customer the hero of their story.
Every customer has unique needs, but
they often have common pain points.
Identify a handful of these challenges and
Customers want
to see the value
in maintaining
a relationship
with you. Price
is one thing,
but your ability
to create value
is something
that customers
notice every
time. Explain
how that value
is differentiated
and unattainable
from another
business.
prepare a script that helps you address
those challenges as they come up. It’s
important that you don’t meet resistance
with resistance. Meet the customer with
listening and understanding.
When you emphasise open
communication, you can develop a
dialogue. When you do that, you can guide
the customer toward a decision while
assisting them with their concerns and,
eventually, completing the sale.
The second component is trust. Nearly 80
per cent of B2B buyers want to work with
a sales professional who is also a trusted
adviser. It’s a similar scenario in a B2C
environment – customers want to be loyal
to a business – it makes purchasing all the
easier when you have a history with a store
or brand and know you can rely on them for
quality products and exceptional service.
When your potential customers are
expressing resistance, they aren’t rejecting
you — they are trying to ascertain your
trustworthiness. They’re opening to door
for you to provide advice and counsel. In
turn, make them the hero of the story.
Tell stories that help the customer see
a brighter future. Show them how you’ll
help them get to the other side — together.
Statistics and lists are important, but
people are much more likely to remember
stories than other types of information.
Customers have changed
In this sales environment where
customers are self-reliant and demand
nothing short of perfection, preparation
will be the difference between a sale
secured and failure.
By doing the research, crafting a presale
strategy, and willingly engaging with
resistance by helping the customer reach
the solution with your guidance, sales staff
position themselves for success.
RYAN ESTIS is a Keynote speaker,
author and founding partner of Impact
Eleven helping companies embrace
change, align teams, deliver value and
drive growth. Learn more: ryanestis.com
68 | November 2022

BUSINESS
Logged On
Study sales data to take
your business to the next level
Leaders demonstrate to the rest of the world what is achievable.
DAVID BROWN encourages business owners to examine the sales data produced by high performers.
There’s an old saying about pioneers –
they inevitably finish with arrows in their
backs!
This is a good metaphor for the power of
competition, particularly when it comes
to business.
All too often, it seems those who choose
to be leaders are constantly having to
look over their shoulder to see what the
chasing crowd is doing and those who
follow get a comfortable view of the
minimum level of performance they
need to be achieving.
Leaders set the benchmark for others to
strive for.
The ‘space race’ during the 1960s
between the Soviet Union and the US
drove levels of achievement in space
exploration that culminated in the moon
landing within one decade.
Had the Soviets not sent the first person
into space in 1961 (Yuri Gagarin), the US
may not have been spurred into action so
quickly.
Roger Bannister, famous for breaking
the four-minute mile in 1954, inspired
a flurry of other athletes to pass that
target within an 18-month period.
It’s safe to say it was the remarkable
feat of Bannister that inspired so many
others to follow suit in such a short time
period.
Why do we follow?
The best thing about following the
leader is you get an accurate indication
of what’s possible at the highest
levels, which in many contexts is an
irreplaceable level of insight.
This is true of sales performance both
within your jewellery store and when
making comparisons with external
competitors.
Having data that indicates the best
practices can make all the difference.
If other stores are achieving a higher
margin, why can’t you?
In order to compile an effective report, ask the big questions.
If some members of your sales staff can
achieve an average sale of $200 why
can’t the rest?
So how do you know what the best
practice level of achievement is? You
have this data available to you daily
through your sales reports.
Reports
Complete a salesperson report and
you should be able to narrow in on the
performance of staff, paying particular
attention to how each employee weighs
in against the store average.
The benefit of benchmarking each
contributor is that it highlights which
member of staff is employing the best
practices and opens the door for others
to follow suit.
In order to compile an effective report,
ask the big questions. What is your
threshold for average retail sale
achieved? How many of your staff are
achieving above this level?
Who are the staff members achieving
less than this ideal average? These are
the staff members who need training in
this area.
What would happen if these staff
members could achieve a level equal to
the median average retail sale for your
store?
Your software may offer a ‘what if’
scenario which shows how your overall
The best thing
about following
the leader is you
get an accurate
indication of
what’s possible
at the highest
levels, which
in many
contexts is an
irreplaceable
level of insight.
sales would improve if your lower
average sale staff managed to lift
themselves to this median threshold.
Discounts
What about discounting, I hear you ask?
If you have a situation where more than
half your sales are made at a discount
across the board this may reflect the
number of reduced items in-store,
or perhaps a cultural issue you have
around discounting.
If some of your staff discount heavily and
while others don’t that is an issue. You
can manage the problem on a case-bycase
basis through training.
Examining the practices of your lowest
discounters, compared with those of
your highest, will show you what can be
achieved.
To what degree would your bottom line
improve by if they improved this to the
store average discount level?
A staff member discounting by five per
cent more than your store average on
$500,000 of annual sales will be taking
$25,000 off your bottom line.
Training for employees who do
discounting more than is necessary
could include dealing with discount
pressure from customers or how to
shy away from selling catalogue or
specialised items
by substituting higher margin pieces.
If you’re losing $25,000 in profit from one
person’s discounting patterns compared
to the average store discount, can you
afford to train them in how to correct
this practice?
Can you afford not to may be more
accurate!
DAVID BROWN is co-founder
and business mentor with Retail
Edge Consultants. Learn more:
retailedgeconsultants.com
November 2022 | 69

BUSINESS
Marketing & PR
Retailers must create theatre: Part I
The holiday period brings with it tremendous opportunity for jewellery retailers.
JOSH STRUTT encourages you to add creative flair to your store.
William Shakespeare famously said:
”all the worlds a stage and all the men
and women merely players.”
This rings true in the world of jewellery
retail where your store is the stage
and the customers and staff are the
performers.
Many years ago, I worked with a retail
entrepreneur who said that stores are
like theatre and each morning when the
curtains rise it is ‘showtime’.
Nobody builds a set better than the
professionals of theatre and just as we
recommend stage lighting designers
for retail lighting, similarities also exist
between visual merchandising, set
design, and great visual impact in retail.
We are now approaching peak Christmas
trading and you can expect a significant
increase in customers walking by and
entering your store.
In order to turn the busiest period of the
retail calendar into a success for your
jewellery store, consider the following
tips and pointers for magnificent,
awe-inspiring, jaw-dropping window
and merchandise displays to excite and
delight your customers this Christmas.
Getting started
Don’t aim to create good theatre. You
must intend to create great theatre!
We don’t need any more perfectly ‘good’
stores with perfectly ‘good’ displays. You
are setting out to do something great - or
it’s not worth doing.
• Belief: Create the window and
merchandise display you believe in.
Create your own show and make it true to
your brand.
When designing your display space,
remember why you are creating the
show. The display you design should an
expression of the things that make your
business unique.
Take a strong stand and challenge
yourself to express it and where you can
include your customers in this process.
Build great displays from the customer perspective that entertains and
inspires (form) not from the traditional product assembly (function).
All great displays should acknowledge,
utilise, and endow the space where it is
performed.
• Know your audience: Have some idea
of who you are creating this show for.
Displays that are for ‘for everyone’ are
bland theatre and will not target your
customer segment effectively.
Provide entertainment that your target
customers will not only remember, but will
also inspire them to return year-after-year.
Gain feedback from your audience, find out
what they really want to see, and create a
show based on those responses.
• Mix it up: Make sure that no two
performances or displays are the same.
Make sure your store is offering an event
that cannot easily be reproduced – this is
what the audience wants to see and if you
succeeed, loyal customers will return to
see the next production.
Include a surprise. No one should be able
to know what’s coming next, including the
performers. Surprise makes theatre a
live event and multiple surprises make for
memorable theatre.
• Gifts: Create a gift for the audience and
make sure everyone in the audience has
an individual experience of the show to
take out of the theatre and share and
discuss afterward.
Provide
entertainment
that your target
customers will
remember and
look forward to
coming back
to see year
after year.
Think of the wonderful department store
windows at Christmas time as a holiday
destination as people enjoy the gift of the
season.
• Change: Keep your merchandising fresh
and exciting for your customers and don't
shy away from evolving as a store.
Make it clear when new lines and items are
in store by promoting them in your window.
• Make some noise: Include music within
your store that complements to the
atmosphere. There’s no better way to
introduce new music to people than having
it accompany stage action!
Considering taking the opportunity to
re-contextualise known music through
performance.
• Break the rules: Don’t do what
anybody tells you, it’s your store and your
performance. Make your own theatre and
find your own way – you’re creating art.
Build great displays from the customer
perspective that entertains and inspires,
(form) not from the traditional product
assembly (function).
Final thoughts
Performative action within your store can
be best used to create excitement around
your promotional products.
If you’re unsure about the positioning of
your promotional products ask yourself
the following questions: Is the latest
promotional material positioned in the
correct place? Are the promoted product
lines in a prominent position? Are all
products in stock, faced up, and well
presented?
In the part two of this series with Jeweller,
I’ll outline several strategies you
can utilise to make the most of the
Christmas period.
JOSH STRUTT is Retail Doctor Group’s
performance consultant. His expertise
is driving tactical operational efficiency
to maximise growth.
Visit: retaildoctor.com.au
70 | November 2022

BUSINESS
Management
The key to building a business your customers love
Ready to make your customers your priority? MICHAEL HINSHAW shares five crucial
concepts to understand on your way to building a business your customers will love.
It takes effort to build a business that
customers will love. But for most, it’s
well worth the time and energy. After all,
your customers are the lifeblood of your
business.
So, if you make decisions based on their
needs and what is best for them, your
organisation can thrive. As we often say,
improving customer-centricity may not be
simple - but it can be straightforward.
If you’re ready to make your customers
your priority then here are five concepts to
keep in mind as you build your business.
Put your customers first
If you want to build a customer-centric
business you need to put your customers
first. It starts with products and services
that solve problems and meet needs, however,
it doesn’t stop there. You also need to
make sure your customers are treated like
people — not like accounts, numbers or
simply a source of revenue.
In other words, show them you care. Think
about ways to put your customers at the
centre of your decision-making so their
needs are consistently understood and
met and they know your organisation values
them. Your customers should not only
feel like they are your top priority - they
should also truly be your top priority.
Prioritise experience
Customer experience should be a top priority
for any business that wants to extract
increased value from customers.
Every interaction the customer has with
your business should help them seamlessly
accomplish their goal – whether it
be finding the right piece of jewellery or
having a beloved ring or necklace repaired
- from an initial website visit to direct customer
service, every point counts across
their journey with your organisation.
That's why it’s so important to understand
the experience of your customer in
its entirety and then work to make sure
they have positive interactions each step
of the way.
Intelligently anticipating customer needs is one of the best ways to get more
business from them.
By first identifying and eliminating friction
and pain points, you’ll then be able to
deliver the differentiating — perhaps even
transformational — experiences that can
set you apart from the competition.
Collect feedback and act
Customer feedback is essential for making
informed decisions about what customers
love about your business - and what they
dislike about it too.
Understanding what they are thinking,
feeling, and doing is one of the more
important parts of being customer-centric,
as it allows you to constantly improve your
business and meet your customers where
they are and not just where you wish they
were. This means regularly soliciting and
collecting feedback from your customers,
analysing the data you collect and taking
action on what you learn.
Anticipate
One of the best ways to demonstrate
that a business is customer-centric is to
anticipate the needs of customers in ways
that allow a business to consistently meet
— and where relevant exceed — customer
expectations.
After all, there’s a reason that Amazon
was granted a patent for what it calls a
‘system for anticipatory package shipping’.
The e-commerce giant is planning
to ship the products they know their
customers want before their customers
know they want them.
Customer
feedback is
essential
for making
informed
decisions about
what customers
love about
your business
- and what they
dislike about it
too.
Like Amazon, your business can leverage
customer data to become dramatically
more intelligent and more responsive to
your customers.
Intelligently anticipating customer needs is
one of the best ways to get more business
from them.
Relentlessly relevant
Today’s customers expect personalisation
and recognition. In fact, Microsoft research
notes that 80 per cent of customers are
more likely to buy when you offer personalised
experience.
However, that personalisation better be
relevant and the jewellery product or
service you’re offering must be aligned
with their individual interests, beliefs and
needs.
To deliver relevant experiences, your
organisation must have the systems,
processes, data, and capabilities to allow
you to treat customers differently based on
what you know about them.
This applies across every channel and
interaction, with data analytics leading the
way to individualised experiences that give
your customers what they need - when,
where and how they need it.
Customer is king
From the products and services you sell
to the experiences they have and the
ways you interact with them, a focus on
providing an amazing customer experience
drives greater loyalty and, for a few
winning companies, customer love.
Of course, it’s all easier said than done.
However, if you keep the customer at the
centre of everything you do, you’ll be on
your way to creating a business they love
that deserves their loyalty, their accolades,
and their business.
MICHAEL HINSHAW is president of
McorpCX, which focuses on customer
experience management.
Learn more: mcorpcx.com
November 2022 | 71

My Bench
Sergio Bassil
Sergio Bassil Gem Setters. Sydney NSW
Age 64 • Years in Trade 46 • Training Trained in Paris for 5 years, working with master diamond setters. • First job Diamond setting in Paris.
SIGNATURE PIECE
SAPPHIRE DRESS RING
This ring featured tapered baguettes and round diamonds
in a claw setting with a Ceylon blue sapphire in a claw
setting. One of the most detailed cluster rings I have set
that included various diamond sizes.
4FAVOURITE GEMSTONE Diamond. Great to work with
and the greatest refractor of light, giving it the most
sparkle out of the all the gemstones.
4FAVOURITE METAL 18-carat white gold.
4FAVOURITE TOOL The graver - the most used tool in
diamond setting.
4BEST NEW TOOL DISCOVERY The pulse graver. It is a
great new tool for setting diamonds.
4BEST PART OF THE JOB Setting diamonds on different
unique pieces that skilled jewellers have created and
then seeing the finished piece after it has been polished.
4WORST PART OF THE JOB Forgetting to take a break
and stretch out the body when working on a big piece
that requires many hours at the bench.
4BEST TIP FROM A JEWELLER Spend time on each
piece of jewellery to make sure it is perfect.
4BEST TIP TO A JEWELLER If you’re starting out as a
jeweller, get yourself a great mentor that can teach their
skills. This can really help you get much further faster
in your career.
4BIGGEST HEALTH CONCERN ON THE BENCH
Sitting down for too long. It’s important to get up
sometimes and move around and stretch the body.
4LOVE JEWELLERY BECAUSE It is my passion. I have
been setting diamonds for more than 40 years and I
love seeing the piece come to life once the diamonds
and gemstones are set.
72 | November 2022

OPINION
Soapbox
The hidden factor impacting
your bottom line
It’s long been said that the customer is king. ERIN KELLER suggests that an important
aspect of business success is all too often overlooked in service of this traditional wisdom.
For the industry leaders reading this
it will come as no surprise when I say
that hiring staff right now is incredibly
difficult.
Labour shortages are widespread, young
workers are expecting higher starting
wages, and after a business hires and
trains a new employee, especially a new
apprentice, the risk that they will jump ship
for a better paying job, or worse become
your competition, is rising fast.
With record staff shortages plaguing
businesses, it’s clear that something needs
to change. Reducing staff turnover and
attracting new talent is forcing employers to
operate from a core belief that places value
on their employees.
Employees or customers?
Employees or customers – who would you
say matters more to your business?
We need to prioritise the customer
experience. With an emphasis on sales
increases our customers are our focus,
while employees are often seen as
disposable and replaceable cogs in the
machinery. Because the customer is always
right — right?
Not anymore! While customers and their
experience are still integral to our cause
the pandemic gave many jewellers the time
to pause and rethink circumstances and
priorities, including what we want from our
careers and more importantly, our lives.
Many have opted for the sea-change
option, moving towards coastlines with
slower-paced living and have concluded
that the ‘old way’ of doing things just isn’t
good enough anymore.
Staff, especially those belonging to
younger demographics, want more
flexibility, more autonomy and yes, more
opportunity to grow within their roles.This
shift in priorities and perspective from
the average employee has changed the
landscape for businesses, leading to the
staff shortages I mentioned earlier.
This is applying more pressure to those
handling the hiring and training process,
however, the simple truth is that developing
quality staff is an investment every jewellery
business simply must make.The imminent
threat of losing a talented contributor at
the drop of a hat may scare many stores
away from investing heavily in developing
employee abilities, but believe me when I say
that’s a mistake you can’t afford to make.
Risking it all
It has never been more important to invest in
your people. I guarantee that your customer
experience will benefit from this focus.
Every member of staff has influence over
some, or all, of your customer relationships
and experiences.
You’ve probably heard it said before that
when someone has a positive experience
at a business, they’re likely to tell one or
two people, whereas if they have a negative
experience, they will tell at least five.
A single interaction with your staff can
make or break their experience in store,
on a telephone call, or even via virtual
interactions such as email or social media.
Like it or not, these experiences reflect
on your business and how a customer
perceives your brand, including the
likelihood of them returning in the future.
In Ruby Newell-Legner’s Understanding
Customers, she says that it takes 12 positive
customer experiences to completely
repair the damage done by one negative
experience. Perhaps even more interesting
is that research from Glance suggests that
78 per cent of customers admit they have
backed out of a purchase due to a poor
customer experience.
Further research shows that businesses
that perform well on employee experience
metrics – meaning their staff are happy and
engaged working in the business – also tend
to perform well on customer experience
metrics, suggesting that improvements
in employee satisfaction can drive
improvements in customer satisfaction.
It has never
been more
important
to invest in
your people.
I guarantee
that your
customer
experience
will benefit
from this
focus.
Happy staff can equal happy customers.
Accept the challenge
There is a old saying we use here at
Nationwide Jewellers – “work on your
business, and not in your business.”It’s
a saying that refers to a business owner
getting caught up in the day-to-day activity
of a business and struggling to find the
time to empower their staff with higher
responsibilities.
Why do we still blame employees for
sales losses when training and processes
are the problem? What if the procedure is
inadequate and does not fulfil the intended
purpose? How can you hold your team
accountable for failures if they are not
sufficiently trained?
These can be hard questions to ask yourself
as a business owner, however, they’re
important to consider. As an experienced
educator and sales trainer, I cannot express
enough the importance of adequate training
and communication; they comprise the
successful foundation of any business.
Effective two-way communication provides
new ideas and engages employees, which
can contribute to sales and the continued
success of the business. Ineffective
communication leads to errors, leaves staff
feeling confused, devalued, and frustrated.
I challenge you to empower your staff
with capabilities that exceed your own, to
work on their weaknesses and improve
their strengths, to provide focus for more
opportunities that could lead to further
business growth. Because happy, motivated,
engaged, experienced, empowered staff
equals happy customers.
Listen to your employees - they often have
something important to say!
Name: Erin Keller
Business: Nationwide Jewellers
Position: National Membership Manager
Location: Sydney, Australia
Years in the industry: 12
74 | November 2022

The 2023 Jewellery Design Awards are back!
Returning to the International Jewellery Fair held at the ICC Sydney, the Jewellery Design Awards represent the industry
in recognising and celebrating the best of the best in Australian and New Zealand craftsmanship. The Awards Finalists
will have their designs showcased as part of an exclusive display at the Fair, with cash prizes to be won!
Award Categories
✧1st & 2nd year Apprentice/Student ✧ 3rd & 4th year Apprentice/Student ✧ Australian Opal Award
✧ Bridal Award ✧ Cad/Cam/Cast Award ✧ Coloured Gemstone Award ✧ Diamond Award
✧ Coloured Diamond Award ✧ Men’s Accessories & Jewellery ✧ Pearl Award ✧ Precious Metal Award
Do you have what it takes?
Enter the Awards online at www.jewelleryfair.com.au
International Jewellery Fair
August 19 – 21, 2023 ✧ ICC Sydney, Darling Harbour
Organised by
For information regarding the awards, including terms and conditions, please visit
www.jewelleryfair.com.au or give our team a call on 02 9452 7575

SAMS GROUP
AUSTRALIA
Sams Group Australia’s Argyle pink diamond collection
Whether you are investing in a tender stone, looking for some melee to complete a custom
design or just a single pink diamond, you will find them stocked at Sams Group.
TENDER STONES
SINGLE STONES
MATCHED PAIRS
CALIBRATED MELEE LINES
1 to 9PP/P/PR
Apply for wholesale access via QR code or call our friendly team 02 9290 2199