New! “Chain by the Inch”! - assets.stullercloud.com · • stunning diamond and gemstone...

July 2009

New! “Chain by the Inch”!

Finished Jewelry Collection Preview Edition Released

High Fashion, Oversized Cuff BraceletsWe will close for Independence Day on July 3.

www.stuller.com

800 · 877 · 7777

Our inventory of mountings, findings, diamonds and gemstones offer you endless possibilites. Style and quality go hand in hand with our bridal fashion and finished jewelry. As always, orders are yours next day.

Stuller. The beauty of it all.™

Where Possibilities Never End

JULY 2009 www.stu l ler.com | the stULLer standard | �

C O N T E N T S

contentsJ U LY 2 0 0 9

I s s u e # 8 1 0

stuller.com your resource 24/7 for everything you need to

run a successful business!

On our cover: Charms 84531, 54516, 69211, 69207 & 69209 on CH330 & Charms 84538, 84537, 84536, 84541 & 84540 on CH656

21 Sea Life in Miniature

5b Magnetic Clasp Selling System for Your Store

at the bench

2b stullerbench.com the bench jeweler’s resource

3b revolutionary preform™ quick & effective ring sizing

4b the power of color case by case displays

7b the profitable shop does your bench pull its weight?

9b palladium findings shank & setting selection expanded

trends & fashion

16 strongly woven nature’s threads

18 autumn color notes from yesteryear

22 stuller studio buying chain, inch by inch

featUres

10 Red Box Diamonds® inventory solutions

11 Black Box Gemstones® leveraging every dime

13 store strategy making a clean sweep

15 customer testimonial workshop ‘blew us away’

stULLer & indUstrY news

6 catalogs new finished jewelry preview edition

7 stud earrings basic bling

8 what’s hot/new new arrivals in palm trees

9 what’s hot/new coin jewelry ensembles

stuller.comNo phone. No paper. No problem.

Top 10 reasons to use stuller.com as your one-stop shop.

10. Our live, text-based chat is available to help you Monday through Friday, 8am to 6pm CST.

9. Pricing and product availability 24/7 through our virtual Stuller Showcase.

8. Easy to place orders accurately and completely.

7. Continuous pricing updates as you fill your cart throughout the day.

6. Tracking options for your orders.

5. Order all day long until cutoff — ship in one package with ONE shipping charge.

4. Multiple orders placed throughout the day — automatically consolidated at cutoff.

3. Build customized jewelry in just 3-5 working days through Stuller Studio.

2. Stuller Showcase shows your customers retail jewelry pricing. Simply apply your markups to your wholesale pricing and display retail prices to your customers.

1. Don’t have a website? Use ours — your markup, your name.

Visit stuller.com today!


E D I T O R I A L

notes from Matt

be reminded that in these serious economic times, there is a means to success around every corner. We need to embrace positive changes, and jewelers who take advantage of those changes will be the ones who find success.

Success begins with self-evaluation – take this time to evaluate your store and make necessary changes to your product lines and displays. Review your store’s staffing levels to ensure your customers are receiving exceptional service. Take advantage our free digital selling solutions to increase your profits and distinguish you from the competition.

The next step to success is proactive planning. Research current trend forecasts to determine which styles will be in demand for the fall selling season. Discuss and develop promotional events for your store. Generate business in your store using our Restyling events. Devote one weekend to feature our quality mountings to find out what you can accomplish with very little investment.

To learn about our restyling events or discover other services we provide at little or no cost to you visit us online at www.stuller.com and let us help you say yes to your customers.

matthew g. stuller, sr.CeO, FOUnder and PresIdent

CeO, FOUnder and President Matthew G. Stuller, Sr.

ChieF OPerating OFFiCer

Jay Jackson

eXeC. VP, merChandising & marketing

Harold Dupuy, G.G.

eXeC. direCtOr, marketing serViCes

Kerry Hand

editOr in ChieF

Miriam [email protected]

staFF COntribUting writers

Keri Barousse Lori Carter, Mgr.Leslie Dumatrait, D&G Asst. Marketing Manager

Ramona Gautreaux, D&G Marketing DirectorRandi LeBlanc, PR

design

Susan Kiefer Maria Viator

stUller standard Online

Trenton Bolfer, Mgr. Ron DomingueKim Thibodeaux, Mgr. [email protected]

PhOtOgraPhy

Maggie Hidalgo John Rowland Noelle White Marie Vest

PrOdUCtiOn

Maureen Benjamin Lori Bouillion Shannon Guidry, Mgr. Brenda Landry, Mgr. Yolanda Laviolette Robert Lawson Stephanie Pellerin Kisha Thompson

COntribUting writers

Emmy Kondo

PrOdUCt management COntribUtOrs

Kathleen Blanchard, Diamond Fashion Nathan Button, Findings

Chookie Diaz, Metal FashionVanessa Calais Jones, Moissanite Finished Jewelry

Dottie Lukaszeski, MetalsEleanor Lipps, G.G., BridalJames Louviere, SymbolicMary Mouton, Mountings

Denise Quebedeaux, Color FashionTroy Racca, Tools

Sandi Segura, Packaging & Display Virginia Stuller, Stuller Pearls

Kelly Tauzin, GemstonesJim Wright, FindingsJodi Venable, Tools

Xathena Carter, Diamonds

editOrial adVisOry bOard

Linus Cortez, EVP, FinanceBob Cox, EVP, Sales

Chuck Bowman, BVP, MountingsElizabeth Brehmer, BVP, Findings

Michael Clarke, BVP, Finished JewelryJoe Orlando, BVP, Gemstones

J.P. Walrond, BVP, Bridal JewelryDarrell Warren, BVP, Tools & Supplies/Metals

Stanley Zale, BVP, Diamonds

© 2009, Stuller, Inc. All rights reserved.

COntaCt Us

stullerstandard@ stuller.comwww.stuller.com

Stuller Standard MagazineP.O. Box 87777

Lafayette, LA 70598-7777800.877.7777

337.262.7785 fax

Stuller, Inc. is a Diamond Trading Company (DTC) Sightholder.

� | the stuller standard | www.stu l ler.com JulY 2009

N E W S

Our Finished Jewelry Collection Preview Edition is 24 pages of fashionable, finished jewelry – a quick peek into The Finished Jewelry Collection catalog coming later this year.

The preview edition features our newest and most popular finished jewelry pieces in many exciting product categories, such as:

• latest styling and best-selling bridal • stunning diamond and gemstone jewelry combinations• stylish gold fashion and fashion-forward products in pearl and sterling silver

All products in this preview edition are in stock and available 24/7 through stuller.com. Using this powerful, point-of-purchase selling tool will enable you to say

“yes” to your customers more often.

2009 Innovation Award Winners Include Gemvision’s V-RayMJSA Expo New York Spotlighted Technological Advances

Stuller strategic partner, Gemvision, recently won an Innovation

Award for the V-Ray rendering application of its Matrix CAD

program at the MJSA Expo New York.

Other winners included eXtrusion Patterned Metal (XPM) and

the Dual-Action Electro-Finishing System.

All three technological innovations benefiting jewelry

manufacturers offer multiple benefits, from speed and cost savings to

new material and design options to significant advancements in 21st

century technology.

Gemvision’s V-Ray for Matrix delivers both faster and higher

quality results. It produces photorealistic renderings that are difficult

to distinguish from photographs and does so in minutes rather than

the hours required by other rendering engines, greatly improving its

usefulness as a sales tool.

The creators of XPM, Steve Midgett and partner Jim Binnion,

revolutionized the production of mokumé gane, in which different

metals are combined and manipulated to create wood-like patterns.

Employing hot extrusion and a proprietary technique for packing

metals together, their XPM method solves multiple shortcomings of

traditional mokumé: They can combine an almost limitless variety

of metals, such as stainless steel, titanium, and zirconium. They

can create and replicate specific patterns. And they can produce

mokumé in volume: 107-cubic-inch bars, compared with the half

cubic inch or less typically created the traditional way.

The Dual-Action Electro-Finishing System, invented by Marc

Sarsanedas Gimpera of Supramol.lecular Systems S.L. in Spain,

mass-finishes silver jewelry in one hour instead of the usual six,

and does so with less metal loss and without the rounded-out

effect of other systems. Using electrolytic erosion and mechanical

interaction, it leaves flat surfaces smooth and silky, edges intact and

sharp, and stones shiny and lustrous.

The MJSA “Thinking Ahead” Innovation Awards are given

annually to products that make the greatest differences in the

way jewelry is designed and made. An independent panel of

international judges select the winners.

The Finished Jewelry CollectionPreview Edition

new Catalog Coming to Your store!Finished Jewelry Collection Preview Edition Reveals Stunning Stuller Selections

July 15–1�National Pawnbrokers Bally’s Las VegasLas Vegas, NVBooth TBA

July 2�–29JA New York - SummerJacob K. Javits Convention CenterCrystal Palace

August 1–4RJO Buying ShowKentuckyBooth TBA

August 4–7CMNSomerset, NJ Garden State Exhibit Center Booth TBA

August 12–14SJTA Atlanta Cobb Galleria CentreBooth 1429-39, 1528-38, 1430-32, 1535-37

tradeshows…


N E W S

stud earrings Popular for everyday Gift Giving stud earrings are always a popular gift and, with summer and fall

weddings coming up, you should think about having a good selection on

hand.

• studs are basics, creating balance in your showcase.

• ready to purchase as a last-minute immediately portable gift.

• available in a variety of price points, which means you have some-

thing for every customer.

• available in popular round and princess shapes.

• You owe it to your customers, and to your business, to have a sup-

ply of popular, high-quality diamond stud earrings on hand.

and, if you have a customer who wants a pair that you don’t happen

to have in your showcase, you can rest easy knowing that stuller has

them ready on the shelf for next-day delivery. stuller is your source for

next day delivery. all you have to do is give us a call at 800.877.7777 or

visit www.stuller.com.

66233 14kt white

three prong, friction post earrings in

sI2-sI3, Gh color in sizes 1/5 ct tw

- 1/3 ct tw. (also available in I1, Gh

color #66229.)

66234 14kt white

three prong, screw post earrings in sI2-sI3, Gh color in sizes 1/2 ct tw

- 2 ct tw. (also available in I1, Gh color #66230.)

62864 14kt yellow & white

round six prong, friction post earrings

in I1, Gh color in sizes 1/5 ct tw - 1/3 ct

tw. (also available in sI2-sI3, Gh color

#62861.)

62865 14kt yellow & white

round six prong, screw post earrings

in I1, Gh color in sizes 1/2 ct tw - 1 ct tw. (also available in sI2-sI3, Gh

color #62862.)

StullerBench.com Launches!The Place Created Just for the Bench Jeweler

Get connected to the largest community of bench jewelers in the country

and receive a variety of Free added benefits at stullerbench.com.

Designed with you in mind, we provide: special “deals-of-the-day,”

members-only discounts, opportunity to purchase used tools, early

notification of hot, new products, access to technical articles and reference

libraries and much more! Chat live with our technical experts and receive

real-time answers!

Visit often because the benefits will change daily. sign up today and

let us provide you with even more ways to say “Yes” to your customers.

66233

62864

66234

66232

Stuller Ear Stud ProgramsHelp You Say Yes to Your Customers!TRADE IN, TRADE UP

Diamond stud earrings or matching pendants from Stuller’s Finished Jewelry Collection purchased after July 2004 are eligible for the trade-in program.

The returned jewelry must be a minimum of 1/5 ct tw, have no alterations, and show only minimal wear. The original invoice must accompany the returned jewelry.

The new, higher-value item can either be ordered at the time of the return or within ten days prior to the return. Be sure to reference the reorder on the return form.

CONFIGURE YOUR OWN POST AND BACKOur Earring Program through Stuller Studio™ makes it easy to

build a pair of earrings exactly the way your customer wants them. For any of the many basket styles we have available, you can choose the post style and matching backs that your customer wants.

Choose stones from our extensive Diamond & Gemstone inven-tory, and then decide if you want to set the stones yourself or have Stuller Studio set them for you and send you a beautifully-finished pair of custom earrings — ready to wear.

More choices, convenience and fast delivery of exactly what you want. To learn more about all of our style options, just call 800.877.7777 and ask one of our friendly sales consultants.

� | the stuller standard | www.stu l ler.com JulY 2009

W H AT ’ S N E W

What’s new • What’s hot

OversizedCuff Bangles

New Arrivalsin Isabella Collectionby stuller

• Fabulous, hand-embossed sterling

silver bangles

• Substantial weight, starting at 1.6”

wide

• See our full collection at stuller.com,

or order at 800.877.7777.

• Tropical palm tree pendant and earring

ensemble

• Hand selection and setting of diamonds

• Stuller quality craftsmanship at exceptional

pricing

• Available as mounting only, to accommodate

your choice of stones

• We offer precision melee in a variety of

qualities for your customization needs

See the full collection at stuller.com,

keyword “Isabella.”

67127 diamond Palm tree necklace, 1/3 ct tw, 14kt white, 33, 16” $780. Mounting # 84402, $167.

69206 diamond Palm tree earrings, 1/2 ct tw, 14kt white, 33, $1,349 per pair. Mounting # 84488, $162.

also available as charm 69205.

BRC414 Cuff Bracelet, 41.75mm width, sterling silver, $369.BRC419 Cuff Bracelet, 45mm width, sterling silver, $394.

BRC419

BRC414

JulY 2009 www.stu l ler.com | the stuller standard | 9

W H AT ’ S H O T

What’s new • What’s hot

Give Peace a Chance the Most FamousWidow everThe poor widow in the gospels of Mark and Luke could have

given only one mite – the least valuable coin in circulation at the

time – but she gave two.

• Whatever the reason, it’s a sure bet

she wasn’t trying to become famous

or to impress anyone. But Jesus was

watching the whole thing, and his

words of admiration have made her the

most famous widow ever.

• These ancient-styled crosses are set

with a genuine mite coin, retrieved from

archeological digs in the Holy Land.

• To see the whole collection, go to

stuller.com and search “Widow’s Mite.”

R41551 turquoise Cross Pendant, 35.25 x 35.50 mm, 14kt yellow, 137 $828. (shown with Ch117, sold separately.)

Rutilated Quartz In Stockfor Your Mountings• Beautiful rutilated quartz available in five shapes: antique

cushion, antique square, oval, round and square.

• More than 25 sizes are available to accommodate the

mounting size and shape you select.

• We have the right gems

for your mountings and

custom designs. Visit

stuller.com for current

pricing and product

offerings.

• See the Mountings Book,

Vol. 55 or go to

stuller.com for more

mountings styles to fit

14 x 10 gemstones.

71456 scroll ring Mounting shown set with 14mm x 10mm, aa ruti-

lated Quartz, 14kt yellow, $1,197. Mounting Only, $1,040.

Cabochon-cut gems add a unique look to jewelry designs. Find the

Fashionable & Affordable• Exceptionally lustrous freshwater cultured coin pearls

• Necklace, bracelet and earring ensembles available

in black or white

• Sterling silver clasps interlock to allow bracelet to lengthen

necklace

• See the full selection at stuller.com, keyword Coin Pearls.

67193 Freshwater Black Cultured Coin Pearl Bracelet, 13mm-14mm, sterling silver, 171, 73/4” $38; 18” $69.

67194 Freshwater White Cultured Coin Pearl Bracelet, 13mm-14 mm, sterling silver, 172, 73/4” $38; 18” $69.

• Fifty years old but forever young, this poster-child symbol of the

‘60s counter-culture is everywhere in fashion today.

• If you were there, you will love reliving the memories; if you

weren’t there, now’s your chance!

• Either way, your children and grandchildren will want to share the

fun.

• Go to stuller.com and search “Peace Sign” to find several styles

in gold and diamonds, silver and steel.

R45188 Peace necklace, 47mm x 33.25mm, 18kt yellow/sterling silver, 18” $322.

10 | the stuller standard | www.stu l ler.com JulY 2009

A B O U T D I A M O N D S

Red Box Diamonds® Serial Shape Weight Clarity Color Make SyMMetry poliSh DiMenSionS

tuller has the solutions to your inventory needs. As a diamond manufacturer and Sightholder, we are uniquely positioned to be your prime source for the finest made diamonds that you sell everyday. Providing broad inventory selection, requiring no

upfront purchase commitments, and just-in-time delivery, Stuller gives you solutions for a challenging business environment. Say yes to smart business solutions when you buy diamonds from Stuller!

sinventory solutions

Just In Time

Red Box Diamonds® Serial Shape Weight Clarity Color Make SyMMetry poliSh DiMenSionS

99929** aS 2.00 VS2 D Vg Vg Vg 6.92 x 6.80

121274** aS 3.46 VS1 e Vg Vg Vg 8.48 x 8.41

121129** aS 4.02 VS1 e Vg Vg Vg 8.70 x 8.48

95328** aS 2.00 VS2 F Vg Vg Vg 7.18 x 6.86

85752** aS 2.00 VS2 g Vg Vg e 6.90 x 6.76

118341** aS 3.02 VS2 g Vg Vg Vg 7.70 x 7.70

114321** aS 3.07 Si1 g Vg Vg Vg 8.27 x 8.00

99881** aS 2.11 Si2 h Vg Vg g 7.29 x 7.22

118846** CU 2.01 VS2 e Vg g Vg 8.11 x 7.70

115284** CU 3.01 VS1 F Vg Vg Vg 8.67 x 7.99

122200** CU 3.02 VS2 F Vg g e 8.99 x 7.95

124085** CU 3.05 VS1 g Vg g Vg 9.06 x 8.36

122199** CU 2.32 VS1 h Vg Vg e 7.95 x 7.17

118833** CU 3.01 Si1 h Vg g Vg 9.09 x 7.75

118834** CU 3.02 Si1 h Vg g Vg 9.08 x 7.76

120877** eC 3.03 Si1 F Vg Vg e 9.03 x 7.21

95743** eC 2.06 Si1 g Vg Vg Vg 8.76 x 6.28

121003** eC 3.00 VS1 g Vg g e 8.72 x 7.11

121004** eC 3.03 VS2 g Vg g e 8.72 x 7.12

121337** eC 5.04 VS1 g Vg g Vg 12.44 x 8.15

125826** MQ 2.14 Si1 g Vg Vg Vg 12.71 x 6.94

126412** MQ 3.20 Si2 h Vg Vg e 14.21 x 7.65

135802** oV 3.01 VS2 e Vg Vg g 11.23 x 8.47

132719*** oV 2.02 Si2 g Vg g Vg 9.30 x 7.39

129710*** oV 5.01 Si2 h Vg Vg Vg 13.86 x 9.50

122081** pS 4.10 Si1 D Vg Vg Vg 14.14 x 9.15

115802* pS 2.30 Si1 e Vg g Vg 10.73 x 7.54

128543** pS 2.01 VS1 F Vg g g 10.49 x 7.08

135799*** pS 2.08 Si1 h Vg g e 10.89 x 7.41

122004** ra 3.75 VS2 e Vg Vg Vg 9.86 x 8.46

115395* ra 2.22 VS1 g Vg Vg Vg 7.27 x 6.96

122458** ra 3.02 VS1 g Vg Vg Vg 8.67 x 7.55

121597*** ra 3.02 VS1 g Vg e i 8.74 x 7.67

117666* ra 2.85 Si2 h Vg g Vg 8.25 x 7.50

119534** ra 4.73 Si1 h Vg g Vg 11.04 x 8.99

118640** ra 5.29 VS1 h Vg Vg Vg 11.32 x 8.79

84647** rD 2.03 Si2 D Vg Vg g 8.01

131836*** rD 2.04 Si2 D e e e 8.20

71899*** rD 3.00 VS2 e Vg e Vg 9.16

97285*** rD 3.04 Si2 e Vg g Vg 9.16

121619*** rD 2.00 VS1 F Vg e e 7.89

122006** rD 2.06 VS2 F Vg Vg e 8.29

80728*** rD 2.15 Si2 F Vg g g 8.48

132841*** rD 2.21 VS2 F Vg Vg Vg 8.40

Reports: *Stuller, **GIA, ***All others. Pricing is jeweler cost and subject to change without notice. Information on availability and pricing is valid as of 4/30/09. If a diamond listed is no longer available, please visit www.stuller.com or contact your Diamond Sales Specialist at 800.877.7777, and press 5.

122487** rD 2.21 VS2 F Vg e e 8.51

109831*** rD 3.07 Si2 F Vg Vg e 9.34

135645** rD 3.19 Si2 F Vg g g 9.44

114055** rD 2.00 Si2 g Vg Vg Vg 8.00

132858*** rD 2.04 VS1 g i i i 8.17

132839*** rD 2.07 VS1 g i i i 8.14

125838*** rD 2.24 VS1 g i i i 8.46

96230** rD 2.25 VS2 g Vg Vg Vg 8.55

122486** rD 2.52 VS2 g e e e 8.69

121579*** rD 2.61 Si1 g i i i 8.97

135287*** rD 2.04 Si1 h i i i 8.11

114453*** rD 2.05 VS2 h i i i 8.13

128712** rD 2.09 Si2 h Vg Vg Vg 8.15

124736** rD 2.12 VS2 h e e Vg 8.35

118471** rD 2.21 VS2 h e e e 8.33

103607*** rD 2.31 Si1 h i i i 8.55

124613*** rD 2.56 Si2 h i i i 8.76

132666*** rD 3.04 Si2 h i i i 9.40

121060*** rD 3.24 Si2 h i i i 9.52

131181*** rD 3.46 Si2 h Vg Vg Vg 9.62

132000*** rD 4.11 Si2 h Vg Vg Vg 10.12

131184*** rD 4.56 Si1 h Vg Vg Vg 10.52

119801*** rD 5.05 Si2 h Vg Vg i 11.30

124433** rD 5.10 Si2 h e e e 11.24

132232** SQ 3.03 Si1 D Vg Vg Vg 8.10 x 7.90

71708** SQ 2.30 VS1 e Vg Vg e 7.42 x 7.40

131978** SQ 2.41 VS1 e e e e 7.50 x 7.46

99205** SQ 3.08 Si1 e Vg Vg Vg 8.25 x 7.96

136615** SQ 1.92 VS2 F Vg Vg Vg 7.04 x 6.87

111759** SQ 2.31 VS2 g Vg g Vg 7.40 x 7.28

111835** SQ 2.32 Si1 g Vg Vg Vg 7.44 x 7.33

95491** SQ 2.51 Si2 g Vg Vg Vg 7.26 x 7.05

82628** SQ 3.01 VS1 g Vg Vg Vg 8.24 x 8.07

112042** SQ 3.29 VS2 g Vg Vg Vg 8.40 x 8.05

136418*** SQ 2.28 Si1 h Vg g Vg 7.39 x 7.14

136906** tr 2.02 Si1 F Vg Vg g 10.24 x 11.75

A B O U T G E M S T O N E S


e are pleased to introduce our new Gemstone Marketing Package for 2009/2010. Similar to the past Gemstone Marketing Packages, this new campaign focuses consumer attention on the subject of color and then the right gemstone. The concept brings a

greater variety of gems to the consumer, in an organized and relevant way – providing you with greater sales opportunities.

This may seem like a poor time to launch updated campaign materials. Many will argue that they just do not have the money to spend on marketing. We could not disagree more. The time is right for profi table gemstone sales and you need to do whatever you can to get the word out and get people in your door. While the Gemstone Marketing package has a full selection of marketing material for paid advertisements – postcards, billboards, newspaper and magazine artwork – it also has plenty of materials to support your low to zero-cost marketing efforts. Below are our top fi ve ways to use the tools provided in this package without spending tons of money.

TOP 5 WAYS TO MARKET COLOR

1. Start a Color Club – Cost – Approx. $2-$5 per person. Get your women shoppers to be your “Color Insiders.” Not only will

they feel special, they will do your advertising for you. All it takes is some cheese and wine (or punch) after hours or coffee and sweet rolls on a Saturday morning and you have your chance to educate.

In real life, this works very well. Have you ever been to the Saturday morning “How-To” classes at Home Depot or Lowe’s? Are you familiar with Sephora’s “Beauty Insider” program? The “experts” teach shoppers how to do or use products they never thought about or considered. These stores empower the consumer through hands on demonstrations and/or education. Does the customer purchase at that moment? Not always – but they do come back, and buy the tile, the paint, the make-up or the hair care products later – not because the home improvement store or cosmetic company are the cheapest, but because these stores have gained the loyalty and trust of the consumer.

2. Editorial Coverage – Cost – FREE!!! Use the Press Releases on the art disk supplied in your package – editorial coverage with your local press is FREE! Call your local TV, newspaper and magazines and send them the pre-written press releases. Invite them to your store to show them the hot gem colors and jewelry.

3. Cross-promote – Cost – FREE to $5 per month.

Ask your local spa, nail salon or fi tness club to put a poster or picture of a featured color in their business in exchange for you putting their info in yours. The art disk included in your kit contains a full set of 16 posters, or you can print these in a smaller format using your own printer and photo paper.

4. Use it online! – FREE to minimum amount per month. Put color, gemstone and trend information on your website!

Change it up every month to keep it interesting. Use the images provided with your kit.

Blog about it. Put information on Face Book or My Space for free or pay a small fee for your own blog page. Some services like 1and1.com or GoDaddy.com charge as little as $5 per month.

Email your customers. Free! Compose or create an email with interesting color and gem facts – get creative. If you cannot do it – hire a local college student or high school student – they are natu-rally tech-savvy.

5. Organize your showcases by color – FREE! If your cases are still organized by gemstone type – Ruby, Emerald,

Sapphire and Birthstones – it is time to mix it up. Put all the gems of your featured monthly color into one case as a highlight and conversation piece. Change it monthly to keep it interesting. It will be a great starting point for conversations about color and fashion. Add a scarf or handbag to reinforce the idea of jewelry as an accessory and you will create an inviting shopping experience.

These are just a few ideas to get you started. Brainstorm with your staff, talk to area businesses – do what you can to create a fun and exciting store environment people will want to come back to. Ask your consultant for KIT:90508:T – it will be the best $46.95 you have ever spent.

wzero to low-cost marketing

How to Leverage Every Dime You Have

CONFETTICONFETTI

MUSEMUSE

PHANTASMAGORICAL

PHANTASMAGORICAL

PHANTASMAGORICAL

TIMBUKTUTIMBUKTUTIMBUKTU

Majestic. Electric. Smooth.

Purple Majestic. Electric. Smooth.

PurplePurplePurplePurplePurpleEffervescent as grape soda. Satiny smooth as

jazz. Perfumed as feilds of lavender under the

Mediterranean sun.

journey into purple.

majestic. electric. smooth.

•

• •

•

• •

LOGO

Insert your Store Name

Address

City, State , Zip

Telephone Number

Store Hours

loyal. balanced. relaxing.

Blue

peaceful. revitalizing. enchanting.

Green

REFRESHING. SUNNY. TART.

Yellowromantic. graceful. chic.

Pink

Red sweeps us up and spins us round, causing our

hearts to race just by being in its presence.

are you ready for anadventure in red ?

passionate. lucky. luxurious.

•• •

• • •

LOGO

Insert your Store Name AddressCity, State , Zip

Telephone NumberStore Hours

Red sweeps us up and spins us round, causing our

passionate. lucky. luxurious.

•• ••• ••

LOGO

Insert your Store Name AddressCity, State , Zip

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Marketing guide 2009-2010

five stepsto success

RedRedRedpassionate. lucky. luxurious.

Redpassionate. lucky. luxurious.

Reduide 2009-2010

Color and Gemstones

Special 10% discount for Stuller customers on all GemeWizard™ products. Find out more at www.gemewizard.com/stuller.

O� er subject to change without notice.


D P S C O L U M N

here is no doubt that diamonds – a precious, rare, finite, and beautiful resource – are expensive. And yet, they have an enduring attraction for consumers. As many jewelers face difficult times, it can be tempting to consider carrying less expensive inventory. We believe that investing in keeping your diamond business strong is the best approach to ensuring long-term health for both your business and your brand.

Why?• Diamonds signal quality: A jewelry business that can provide not only diamond jewelry but good advice – on the appropriate piece to choose for an occasion, on the best selection for his budget, on the 4Cs, and other diamond issues – is ensuring itself business now and into the future. While fine jewelry is always a discretionary purchase, diamonds are the one type of jewelry that are considered an absolute necessity for certain life occasions – engagement and key anniversaries, and other emotional milestones in relationships. A jeweler who can build a reputation of integrity and expertise on his diamond business by word-of-mouth in his community will always be at a distinct advantage.

• Diamonds are a key anniversary gift: Even in a tough economy, in a survey conducted in January of this year, 66% of consumers told us that they still desired to give or receive diamond jewelry this year. One-third of men told us they had definitive plans to give within the next 12 months. The primary occasion they planned to give for was anniversary: 3 of 5 men said that was the next occasion for which they would be purchasing diamond jewelry. This is an important time to more aggressively sell for anniversary, as spontaneous purchases are on the wane, and people are increasingly planning for bigger discretionary expenditures.

• Ask your customers about when their anniversaries are and make note of them.

• Or, if you already have this information, mine your databases.• If you have sold a diamond engagement ring to a couple in the last few

years, give him a call: A surprising percentage of diamond anniversary gifts are given for the first, second and third anniversaries!

• Start sending out cards or making calls a few months in advance, letting men know that their anniversaries are coming up in 3 months, and you have many pieces that could work for their budgets.

• Let them know that most diamond anniversary gifts are given quite early in marriage; they don’t need to wait for a 10-year or 20-year anniversary! It’s great to surprise her in an “off” year – especially one like this – and remind her of how strong their love is when she will least expect it.

• Send suggestion cards with pictures and make sure your sales associates are trained to sell a variety of pieces and price points for the anniversary occasion.

• If you are able to, consider sweetening the deal with a small discount for anniversaries, a bottle of wine, or a congratulations card. Your customers will remember, and tell others!

• Diamonds are still essential for brides: A survey we conducted with diamond engagement ring candidates in February of this year suggests that your bridal business can be strong even in this economy, if you make the right moves.

While some couples are trading down on price points, acquisition levels

remain constant and very high. Few people are putting off engagements in order to wait for a ring, or giving up on diamond engagement rings. Instead, many are trading down on other wedding costs, such as the size of the wedding, her dress, or the honeymoon, in order to be able to afford the ring they want.

There are some important trends you can capitalize on to enhance your bridal business:

• While round solitaire rings on a white gold band are still the most popular choice, almost half of brides are now choosing pavé on their bands and/or around the central stone.

• Almost one in five brides is now choosing a three-stone ring as her diamond engagement ring.

• About half of brides are now also purchasing a diamond wedding band – make sure to let your customers know this and put one on her finger so she can see how great it looks compared to a plain metal band.

• A surprising amount of other diamond jewelry is sold on the wedding occasion: 22% of new brides say they also received diamond earrings, 27% say they also received a diamond necklace. These gifts sometimes come from fiancés, but also frequently are from her parents, his parents, or her sister. And one in five brides says she gives small diamond jewelry gifts to her bridesmaids. Mothers of brides are also frequent recipients of diamond jewelry on the occasions of their daughters’ weddings. And many brides say they wear other diamond jewelry besides their engagement ring for their weddings. So remember: when you see a bride shopping, especially with family members, show off not just your engagement rings, but other pieces as well: Have her try on a diamond wedding band, beautiful diamond earrings, a great diamond necklace… “just for the fun of it” to imagine her special day. Put some diamonds on her mother, too. You may be surprised by the amount of business you end up generating around this one occasion!

Remember, diamonds add value to your business that goes beyond what can be measured financially. Responsible sellers of diamonds who can establish a reputation for integrity and expertise vault themselves above the competition, adding true value to their businesses in both tangible and non-tangible ways, often serving families for generations because of their involvement in the most special and important moments in their lives.

Editor’s Note: This is a standing column promoting the diamond industry, as provided by Emmy Kondo, Planning Director of the Diamond Promotion Service.

tDPS diam nd facets

Diamonds… how they add value to your business

S T O R E S T R AT E G Y


Mountings: Pricing is suggested retail in u.s. dollars at a $900 gold market; $1,000 platinum; $20 silver, subject to change without notice. sold by dWt, plus labor and invoiced by exact dWt shipped, blank, without stones. Most items available set stuller studio with your choice of stones from our exclusive inventory within five days and are non-returnable, non-cancelable.

Finished Jewelry: Pricing is suggested retail in u.s. dollars at a $900 gold market; $1,000 platinum; and subject to change without notice. sold by piece, not weight, with stones featured. Product stone code descriptions can be found

on pages 499-502 of The Finished Jewelry Collection, Vol. 67, or at www.stuller.com, keyword search: AGTA Codes.

Photography: Most products enlarged to show beauty of detail.

Many styles are exclusive copyright of Stuller, Inc. and strictly enforced.

Pricing subject to change without notice.

et your brooms and latest Stuller catalogs

ready – it’s cleaning time! In preparation for

the coming fall selling season, now is a perfect

time to make sure your showcases and store are

functioning flawlessly.

Inventory Review

In these more challenging times, consumers

continue to comparison shop for accessible price points, classic

style and lasting value without sacrificing exceptional customer

service. Now is the time to evaluate the product in your

inventory. Discuss and strategize with your vendors about the

procedure of revitalizing your slow-moving inventory with fresher

product at minimal costs.

Also, check out our newest packaging and display addition

– Case-by-Case displays at stuller.com.

Programs

Take advantage of several housekeeping programs we offer at

little or no cost to you and say yes to your customers!

• Clean Scrap – Turn your clean bench scrap and customer

trade-ins into Stuller credit in just 3 business days. Call

800.877.7777 to get started!

• Red Box Diamond Trade Exchange Program – Retain

the value in your diamonds while providing flexible upgrade

opportunities for customer satisfaction. Call 800.877.7777 then

press 1.

• Masterline Program – Receive pre-selected, popular alloy

samples every six months, giving you the opportunity to

showcase product without having the cost of live inventory. Call

800.877.7777 and press 9, then 414 for more information.

For more on our program and services, visit stuller.com today!

store strategyMake a clean sweep for fall sales

g Top 5 Signs You Need New Displays:

Examine your displays for these signs of wear and tear.

1) Display materials are torn.

2) Fabric colors are distorted or faded.

3) Displays are cracked or chipped.

4) Displays are stained or mildewed.

5) Interlocking segments no longer work together.


S T U L L E R PA R T N E R

he 2009 MJSA Vision Award jewelry design

competition winners were honored during MJSA

Expo New York on Tuesday, March 10, at the Jacob

K. Javits Convention Center in New York City. In

addition to the Professional and Student category

winners, several Professional entries were honored

in special Distinction categories, as well as the

competition’s new featured design challenge for the

use of reactive metals.

First Place Professional Category: James W. Currens of J.W.

Currens Inc. in New York City for his “Treatise” mokume-gane

brooch/pendant in sterling silver, 18k and 22k gold with white

and natural color diamonds, and an 18 mm Tahitian baroque black

pearl. This piece also won first place in Mokume-gane Distinction.

First Place Laser Distinction: Jackie Goetz of the Jewelers

Workshop in Madison, WI, for her titanium-hinged bracelet with an

opal set in 14k yellow gold. Goetz also won the Reactive Metals

Challenge for this piece.

First Place Enamel Distinction: Arto Vandian of New York City

for his plique-a-jour enamel earrings in 18k gold with diamonds.

First Place Platinum Distinction: Phillip Dismuke of Jewelsmith

in Durham, NC, for his platinum ring with micro channel-set

diamonds and a 12.6 mm South Sea pearl.

First Place Palladium Distinction: Noam Hakak of Noam Carver

Fine Jewelry in Montreal for his palladium, gold, and bronze ring

with a lodolite quartz and brilliant-cut diamonds.

First Place Student Category: Ah Leum Chun of the Fashion

Institute of Technology in New York City for her “Interchangeable

Rings” with interchangeable tops that can be switched to

personalize a look.

Judges for 2009, comprising a mix of designers, industry

authorities, fashion editors, and educators, included Marlene

Richey, designer, business expert, and author of Profiting by Design;

Cindy Edelstein, president of The Jeweler’s Resource Bureau;

Jacquie De Almeida, managing editor for Jewellery Business

Magazine; Michael Coan, jewelry department chair at the Fashion

Institute of Technology; Catherine Dayrit, fashion editor for

National Jeweler magazine; and Carrie Soucy, fashion editor for JCK

Magazine.

t1st Place - Professional

1st Place - MokuMe-Gane

JaMes W. currens

1st Place - PlatinuM Distinction

PhilliP DisMuke

1st Place - PallaDiuM Distinction

noaM hakak

1st Place - enaMel Distinction

arto VanDian

1st Place - stuDent cateGory

ah leuM chun

‘09 vision awardsMJSA honors winners with awards

in multiple design categories

1st Place - laser Distinction; Winner reactiVe Metals challenGe

Jacqui Goetz

“Just got back from a fun and educational weekend sponsored by Stuller… The bottom line is the whole event blew us away… We can’t imagine not doing this on an annual basis.

“Think about being able to tap into thousands of hours of R&D, seeing equipment that is the finest, latest and greatest, and learning methods and tech-niques that are the result of these assets!

“There isn’t a problem they haven’t solved, a method they haven’t perfected, and there is nothing they won’t share.

“We’ve come back home enthused, informed and ready to begin again, with our batteries fully charged. Put this one on your calendar, you won’t be disap-pointed… We’ll surely see you next year. “

Ski & Cathy Ziolkowski

Museum Gems Ltd. Co.

Enterprise, FL

At this year’s workshop, more than 200 jewelers had the opportunity to:

• Gain new business insights for a challenging economy

• Interact with Stuller professionals and industry experts

• Learn more about effectively marketing their businesses

• Watch profit generating hands-on bench demonstrations

Plan now to attend the Stuller workShoP in March 2010!

2009 Stuller WorkShop… Did You Miss Out?

Simple Natural Forms

Strong Connections

A.BRC415CuffBracelet,28.75mmwidth,sterlingsilver,$455.

B. BRC416CuffBracelet,40.75mmwidth,sterlingsilver,$529.

C. BRC417CuffBracelet,51mmwidth,sterlingsilver,$403.

D.67044DiamondScrollRing,1⁄6cttw,sterlingsilver,33$582.Mounting#121538.

E. 66813DiamondScrollPendanton18”BlackLeatherCord,1⁄6cttw,sterlingsilver,33$564.Mounting#84375.

F. 121536ScrollRingMounting,34-1mm,15.75mmwidth,14ktwhite,$946.

G.50785ScrollRing,16.5mm,sterlingsilver,$79.

H.66366StackableDiamondRing,.06cttw,14ktyellow,110$412each.

A.50391BridalCelticBand,7mm,14kttwo-tone,size 7$1,147;size 11,$1,238.

B. 5975Comfort-FitBand,6mm,14kttwo-tone,size 7$593;size 11,$700.

C. 50618Comfort-FitBand,6mm,titanium,size 7$181;size 11$181.

D.5977Comfort-FitBand,6mm,14ktyellow,size 7$573;size 11$655.

E. FIR11FlatComfort-FitBand,8mm,14ktwhite,$964.

J. 66367StackableDiamondBangleBracelet,65mmx65mm,1⁄6cttw,14ktyellow,110$1,327each.

K. 71437DomeScrollRingMounting,9mmx7mm,14ktyellow/sterlingsilver,$171.

L. 66542GenuineLondonBlueTopazRing,14ktyellow/sterlingsilver,56$323.Mounting#71437.

M.Cabochon–cutgemsaddflairtojewelrydesigns.SelectmilkygemsliketheLavenderandBlueChalcedonyorMoonstoneabove,orfindavibrantcolorgemstonethatfitsyourpersonality.Visitstuller.comtofindyouridealcolor..

F. 50184DesignDuoBand,7mm,14ktwhite,size 7$654;size 11$751.

G.50132HandwovenBand,7mmwidth,14kttwo-tone,size 7$867;size 11$1,066.

H.56213-BandRollingRing,2.5mm,14kttri-color,size 7$578;size 11$632.

J. 5971Comfort-FitBand,7.5mm,14kttwo-tone,size 7$665;size 11$777.

K. 50121HandwovenBand,8mmwidth,14ktwhite,size 7$952;size 11$1,169.

L. IR11Comfort-FitBand,8mm,14ktwhite,$1,039.

M.HR11Half-RoundBand,6mm,14ktyellow,$519.

N.50165DesignBand,5mm,14ktyellow,size7,$526;size11$609.

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Woven from

Toorder,call800.877.7777orvisitstuller.com.

FA S H I O N


Nostalgic Peach Turquoise Aged Beige Bleached Bone White Burnt Pumpkin

(l-r) 83762 as shown $1,148 , mounting only $459 • 66892 $751 • 71358 as shown $831 mounting only $520.

Autumn’s

Muse

color story

hearkens back to the

‘70’s, an era when natural

materials graced everything

from floor rugs to macramé

handbags. Avocado-

colored refrigerators and

dishwashers reminded

us of Earth’s bounty, and

rust-colored shag carpet

suggested the richness

of the harvest. Updated

for the eco-conscious

consumer of today, Muse

colors include Chocolate,

Burnt Pumpkin, Aged

Beige, Desert Sage, Moss

Green, Squash Yellow,

bleached-Bone White,

Nostalgic Peach, Turquoise,

and Grey Patina.

Authenticity and originality

are essential to consumers.

For stunning effects,

combine Muse colors

with jewelry designs that

have a natural aspect,

such as Art Nouveau

designs or styles that

feature earthy elements

such as leaf patterns and

textured finishes. Be bold,

displaying larger tumbled

gems or gems that display

unique phenomena like

Tourmalinated Quartz

center stage in your

designs. And don’t forget

that Muse colors are

striking in designs that

look rustic or handmade,

especially during the fall

season when consumers

are surrounded by the

raw elements of nature

– minerals, wood, and

bamboo.

Consumer Consciousness

• Sustainability

• Ethical responsibility

• Recycled treasures

• Solace and meditation

Cozy up to Fall’s Color Palette With colors from Muse...

EARTHY GEMS FOR FALL (l-r)

tourmalinated Quartz • Coral • smoky Quartz •

madeira Citrine • green tourmaline •

golden south sea Cultured Pearl • teal diffused

toPaz • green Quartz • golden tourmaline •

natural ChoColate diamond

FA S H I O NFA S H I O N

JULY 2009 www.stu l ler.com | the stULLer standard | 19 We love our magazine, but stuller.com has today’s pricing. Please visit us online for the most current information.

Chocolate Desert Sage Squash Yellow Moss Green Gray Patina

See Stuller’S new cuStomizable

jewelry diSplayS, allowing you to choose

fabrics reflective of your store’s palette available

to order at trade shows throughout the summer

and fall.

Incorporating Muse in Your Store

• Host an education seminar, featuring autumn’s warm gem

tones on fashionable-again yellow gold metal.

• put on a fall fashion show, using your best customers as

models. once they put the jewelry on, they won’t want to

take it off.

• talk with your local media about richly-hued colored gems,

the ideal fall fashion accessory for all budgets.

• organize your showcases by color or design rather than by

gemstone type.

• include elements of the harvest—like squash, corn, and

nuts—in your displays, creating a visual impact with which

your customers immediately connect.

How Stuller Can Help

• consider warm-toned gem colors from among our finished

jewelry designs.

• adorn Stuller’s scroll pendants and earrings with rich, rustic

gems like citrine and Smoky Quartz through Stuller Studio™.

• browse stuller.com to find wood boxes, perfect for highlighting

muse-colored gems.

• Gems whose colors reflect the muse story include coral,

teal diffused topaz, mozambique Garnet and all varieties of

Quartz.

(above l-r) Featured above from left to right: 66616 $86 •

83765 as shown $551 , mounting only $347 • 66366 $412

each • 66860 $434 (Chain sold separately) • 66176 $645

(Chain sold separately) IndIcates Item Is avaIlable vIa stuller

studIo™.

& DevotionRemembrance

Gifts that Comfort & Sustain

A. R16784 Wings of Remembrance™ Lapel Pin, 19.5mm x 19mm, sterling silver, $53.

B. R41448 Memorial Tear® Pendant, 14.5mm x 10.75mm, sterling silver, $60. (Shown on CH12, sold separately.)

C. R16677 Memorial Tear® Ring, 10.25mm width, sterling silver, size 7, $72.

D. R16581 Teardrops Earrings with Pearls and Cubic Zirconia, 38.75mm x 12.25mm, sterling silver, 39, 8 $82 per pair.

E. R45107 Comfort Wear™ Sudden Loss Necklace, 21mm x 15.2mm, sterling silver, 18” $67.

F. R41685 Ash Cylinder Necklace, 25.75mm x 10.25mm, sterling silver, 18” $124.

G. R16753 American Flag Lapel Pin, 17.5mm x 17mm, color, 14kt yellow, $268.

H. R16749 God Bless America Lapel Pin, 11.5mm x 20.5mm, sterling silver, $47.

J. R45134 Blessed Is the Nation Star Dog Tag with chain, 33.75mm x 19.5mm, sterling silver, 18” $94.

K. R45126 Heart of Honor Cubic Zirconia Necklace, 24mm x 25.25mm, sterling silver, 8, 18” $51.

L. R16766 Eagle Lapel Pin, 11.5mm x 26mm, sterling silver, $61.

M. R45047 St. Michael U.S. Army Medal with chain, 22.5mm, sterling silver, 24” $78.

N. R45108 Comfort Wear™ Military Loss Necklace, 21mm x 15.2mm, sterling silver, 18” $67.

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To order, visit our website, or call 800.877.7777. See our complete collection of patriotic and remembrance jewelry at stuller.com.

Honor. Duty. Sacrifi ce. Easy to say, diffi cult to live, beautiful to

see. More than words—put simply, love. It is the hidden fabric

and bond of nations and families. For those who are suffering

the loss of a loved one or for those who are honoring the

virtues of a great country, Stuller’s collections of Memorial and

Patriotic jewelry have more than 75 pendants and rings that

comfort, sustain and inspire. To see more, go to stuller.com

and search “memorial” or “patriotic.”

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Sea Lifein Miniature

new

A.69212DiamondAngelfishNecklace,.06cttw,14ktyellow,33,18”$532.Mounting#84468

B. 84526AngelfishEarrings,25mm,14ktwhite,$878perpair.

C. 69208DiamondStingrayNecklace,.06cttw,14ktyellow,33,18”$474.Mounting#84470

D.64713FreshwaterCulturedPearls,8-8.5mm,39,72”$240.

E. 84533StarfishEarrings,25mm,14ktyellow,$362perpair.

F. 67109Multi-colorGemstone&DiamondAngelfishBrooch/Pendant,1⁄6cttw,14ktwhite,68,52,43,61,84,33$1,286.

G.66763FreshwaterCulturedPearlSunfishEarrings,7-7.5mm,sterlingsilver,39$121perpair.

H.84525StingrayEarrings,25mm,14ktyellow,$543perpair.

J. 67215Multi-colorGemstoneStarfishBrooch/Pendant,14ktyellow,105,48,182$1,303.

K. 84139SunfishBrooch/Pendant,28.5mmx51mm,sterlingsilver,$151.

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“Chain by the Inch” from Stuller Studio™

Choose from our most popular chain styles and specify the length you want. Stuller Studio™ will add the appropriate clasp assembly and deliver your finished, customized chain to you within five working days.

To learn more, go to stuller.com/studio or call 800.877.7777.

Small Investment

Big Profits!Bridal Semi-Mount 5-Triangle Selling System• 30 best-selling engagement styles.• Silver/CZ prototypes are rhodium-plated and/or gold-plated.• All 14kt styles are stocked for overnight delivery.• KIT:90510:T Triangles A through E, $698.

• 18 best-selling engagement styles.• Silver/CZ prototypes are rhodium-plated.• Three fine white leatherette triangular displays.• All 14kt styles are stocked for overnight delivery.• KIT:90505:T Triangles A through C, $399.

• 12 best-selling engagement styles.• Silver/CZ prototypes are rhodium-plated and/or gold-plated.• Two fine white leatherette triangular displays.• All 14kt styles are stocked for overnight delivery.• KIT:90509:T Triangles D & E, $299.

3-Triangle Selling System2-Triangle Selling System

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New Additions!

To order, call 800.877.7777 or go to stuller.com

New! “Chain by the Inch”! - assets.stullercloud.com · • stunning diamond and gemstone...

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