in the loupeD e c e m b e r 2 0 1 2 • I S S U E X L V I I

loupeinside • Snowfall

• Marketing Matters: A Bite of Apple

• Phoenix Buying Show Guide

The Ultimate Jeweler Resource

in the loupe$250 Travel Voucher

When You Register by December 28

Registration Packets for RJO’s Spring Buying Show were sent out last month. If you have not received yours, please contact the RJO office at 800-247-1774.

After the rush of the holidays, the flurry of end-of-the-year reports, and the planningfor the year ahead, it’s time for a well-deserved break. RJO offers that and more,when we return to popular Phoenix, with the “Rock & Restock” Spring Buying Show

on January 25-28.

Home to saguaro cactus, Camelback Mountain and plenty of sun, Phoenix has plenty ofreasons to be outside. But inside, we’ll have valuable educational seminars, inspiringkeynotes, numerous get-togethers, as well as wonderful events together. Of course, we’ll alsohost a tremendous Buying Show floor, featuring the best vendors in the jewelry world.

RJO’s numerous membership benefits continue as well, including: a $250 Travel Voucher,complimentary nights at the Hyatt Regency Phoenix, exclusive airfare discounts, buyingdiscounts via RJO Purchase Vouchers, lunch coupons, andcash giveaways.

The Vendor Registration Deadline is December 17, and theMember Registration Deadline is December 28. MemberRegistration online is easy – just go to:www.RJORegistration.com. Vendors, you can visit:www.RJOShowExhibitor.com. You may also complete theRegistration Form located in the back of your RegistrationPacket and mail or fax it to the RJO office: P.O. Box 1045,Newton, IA 50208. Fax: 641-792-9251.

If you’re a jeweler member, call Kristi Nelson in the RJOoffice at: 800-247-1774 or e-mail: kristi@rjomembers.comwith any questions. If you’re a vendor member, you shouldcontact Mary Harger at: 800-247-1774 or e-mail:mary@rjomembers.com with any questions.

January 25-28, 2013

The 3 Rs: RJO, Rock & Restock

I n T h e L o u p e

executive deskTHE EXECUTIVEdesk f rom Mar y Pete rson, CEO, RJO

L iving in Iowa, I am able to enjoy all the uniqueofferings each season boasts. The Iowa winterseason tends to bring lots of snow, covering the land

in a beautiful white blanket. It’s best when it comesdown in large, fluffy snowflakes, and I am sittinginside, all warm and cozy.

Those large, fluffysnowflakes come in

such a wide variety ofintricate shapes and

patterns leading to thepopular saying, “no two are

alike.” This happens because of thevariety of temperatures, climates andterrains in which they fall. When I

think of the RJO family, Ienjoy the wide variety ofmembers and vendors. Just

like snowflakes, theretruly are no two alike.

It is important for allof our members and vendors to keep their uniquenessand style. No doubt we are a special and diverse

group of individuals and businesses. I think whathelps us maintain that ability is what we all have incommon and our mutual support of one another.

As members of the RJO family, we share many thingsthat are similar and important to us. So just like Santa, I made a list (and yes—I checked it twice) for thosesimilarities:

• Genuine pride in our profession

• Creating and maintaining meaningful relationships withone another and our consumers

• Willingness to share and learn from one another

• Long term commitment to our family-owned businesses

• The sense of community and serving others

• Together, meeting the challenge of the changing times

• Creating a show environment where laughter and smilesare essential

All these similarities are what make the RJO family soincredibly special. To share each of them with you is atrue honor.

Although we have ties that unify us, keep striving to keepyour own uniqueness in our industry and remember theRJO Family is always there to support you no matter thetemperature, climate or terrain.

RJO CEO

Snowflakes

PAGE 2

Dividend Checks Coming Soon! As the year comes to an end, RJO will be calculating your 2012 patronage dividend percentage and sending you your first dividendcheck! One of the greatest RJO membership benefits is receiving a percentage back of all your purchases through the group. Watch themail for your first check, which will be mailed the last week of 2013.

I n T h e L o u p e

Question: Wilkersons is running a going-out-of-business sale in our town foranother jeweler starting the second week of December. Has anyone beenthrough this, and how or what did you do to compete against this? Any advicewill be greatly appreciated.

Response 1: Yes we had two—one each year for the last two years. Get a reallybig banner and have it say “Our everyday prices are the same as their going-out-of-business prices ... and we will still be here next year.”REALLY BIG! SIZE COUNTS!It will really bring in the foot traffic and at least give you a chance to sell!

Response 2: We’ve been through it several times. But we’ve had our owninventory reduction sale at the same time. I agree the “We’re Staying InBusiness Sale” helps. The key is focusing on: “Compare price before you buy.”

Response 3: Check your state laws (general business possibly) for going-out-of-business sales. Check with the state attorney general’s office. In New Yorkstate, a license is required, with strict regulations. We went though this lastChristmas, and we forced the issue with the attorney general.

From the RJO Chat RoomThe Chat Room on the RJO website (www.rjomembers.com) hosts avariety of interesting discussions each month. Here’s an edited recentpost—and responses to it—that can be found in the RJO Jeweler Businessarea, under the heading “How to respond to a going-out-of-business sale inDecember:”2013 Fall Dates

Antwerp: Oct 5-10; Oct 12-17 Idar-Oberstein: Oct 10-14; Oct 17-21

(the first trip is hosted by Liz Schlauch and JeffHorlacher; the second trip is hosted by Connie and

Steve Matsen)

[ Read more about the Antwerp Advantage on page 4 ]

$250 Travel Voucher

When You Register by December 28

Don’t Be Left Out Of The LoupeThe October issue of In The Loupe was

an online-only version. If you don’trecall seeing it, you may still

view it at: www.rjojeweler.com

S E R V I C E S

Centralized BillingPatronage Dividend

RJO Website (rjomembers.com)Buying Shows (Fall/Spring)

RJO Chat ChannelIn the Loupe – RJO’s newsletterFree Print and Radio Ad Library

(on the RJO website)Educational Seminars (at the Buying Shows)

Member-to-Member IncentiveProgram (Recruitment Program)

Organized Buying Trips to Antwerp and Idar-Oberstein

RJO DirectoryPeer Performance ProgramTravel Vouchers at Shows (offered at varying times)

Free Hotel Room Incentive (at the Buying Shows)

RJO Informational E-mail Blasts Purchase Vouchers

(at the Buying Shows)RJO Membership Certificate

Education on the Go Podcastsand Webinars

Private Label Credit Card ServiceJewelConnect

PAGE 3

I n T h e L o u p e

PAGE 4

“I’m getting updates everyday about how our transitionis going,” says RJO CEO MaryPeterson, "and every timethey show me somethingnew, I get so excited abouthow useful this will be for ourmembers.”

The new RJO website isexpected to launch before theSpring Buying Show inPhoenix. RJO has partneredwith Global Reach, OliantSolutions and Integrity Datato develop the new site.

New RJO website in final stages before launch

RJO’s annual hosted buying trips to Europeare on a roll. In 2010, participant numbersshot up dramatically, and the increase wasnot merely a one-time blip. 2011 saw anincrease in travelers (68), and this pastOctober, the number of travelers reached 80.Each trip has two stops: Antwerp,Belgium—the world’s diamond capital, andIdar Oberstein, Germany—the undisputedcapital of fine-colored gemstones.

RJO’s Antwerp and Idar-Oberstein vendorsgenerously offer first-time travelers excellentincentives. For more information about thetrips to Europe or about its related marketingprogram, contact RJO’s AntwerpCoordinator Connie Matsen in the RJOOffice at: 800-247-1774 or via e-mail at:cmatsen@rjomembers.com

Antwerp Advantage Continues into 2013

Israel 2013RJO is inaugurating a new foreign

trip, this time to Israel and beginningnext year. The first trip will run from

Friday, October 18 to Saturday,October 26 in 2013. Members

booking their trips before January2013 will receive an additional two

percent discount on all of theirpurchases while buying on the trip.

For more information on the 2013Israel Buying Trip, please contact

the RJO office via phone 800-247-1774, or e-mail:

rjo@rjomembers.com

Be sure to stop at the Israel TripReception at the Phoenix Buying

Show on Sunday evening from 5:30 – 6:30 p.m.

After a hectic end-of-the year holiday season, our Phoenix Buying Show is your chance to startthe year 2013 off right. Restock your showcases and check out the latest vendor merchandise andlines, while enjoying a well-deserved warm, winter mini-vacation.

Join us for a night out in Scottsdale or go to one of the myriad entertainment activities inPhoenix. Additionally, RJO has made arrangements with Southwest Discovery Tours; you can find

yourself exploring the Grand Canyon, the Sonoran Desert, Tucson and other excursions. Evenbetter is that you’ll be there with all your RJO colleagues buying stock and sharing good times.

Register for Rock & Restock now, before the December 28 deadline!

Meet-A-Vendor Challenge

RJO MembersStay Free

Get a $250Travel Voucher

Sunday LunchCoupons

PurchaseVouchers

Show Perks • Show Perks • Show

I n T h e L o u p e

PAGE 5

$250 Travel Voucher

When You Register by December 28

Discount on All Show Purchases

$100,000 - $149,999.99: 1%

$150,000 - $199,999.99: 1.5%

$200,000 or greater: 2%

I n T h e L o u p e

FRIDAYMARSDEN BROTHERS HALF-DAYWORKSHOP Preparing Your Business forGenerational Transfer or SaleCliff & Dennis Marsden, Marsden Brothers1 - 5 p.m.

EARLY MEMBER SHOW REGISTRATION4 - 6 p.m.

ABBOTT USERS’ MEETING7 - 10 p.m.

TD RETAIL CARD SERVICES USERS’MEETING7 - 10 p.m.

WALDMAN USERS’ MEETING7 - 10 p.m.

RDI USERS’ MEETING7:30 - 8:30 p.m.

EARLY PACKET PICK-UP4 - 6 p.m.Hyatt Regency, Atrium l, 2nd Floor

SATURDAYEARLY PACKET PICK-UP8 a.m. - 12 p.m.Hyatt Regency, Atrium l, 2nd Floor

SEMINARSPlease refer to the seminars page forcomplete descriptions of this show’seducational offerings.8:40 a.m. - 12:45 p.m.

GENERAL MEMBERSHIP MEETING AND LUNCHEON12:45 - 1:20 p.m.

KEYNOTE ADDRESSThe Disciplined Pursuit of LessPresented by Ginny Carroll, inGiNuity1:20 - 1:50 p.m.

BUYING FLOOR OPENING AND

WELCOME RECEPTIONAppetizers and beverages will beserved throughout the reception.Buying: 2 - 7 p.m.Convention Center, West Hall 1-2Reception: 5 - 7 p.m.Convention Center, West Hall 1-2

ANTWERP ADVANTAGE & IDAR-OBERSTEIN RECEPTIONWhether you’ve taken an RJO-sponsored overseas buying trip or areexploring the possibility, this casualevent is for you.7:15 - 8:30 p.m.

PERSONALIZED ANTWERP DVD FILMINGThis personalized DVD filming allowsthose who have traveled to Antwerp(or planning to go) to film personalizedspots to run in their store or on TV.Shooting will take only 15 to 20minutes.7 - 9 p.m.(Also 1 - 5 p.m. on Sunday and 10 a.m. - 2p.m. on Monday)

SUNDAMEMBER & VENDOR KEYNOTE AND ROUNRestocking Your BusRelationshipsJoin us for the Phoe moderated by RJO C Peterson. You’ll be s with vendors and ot encouraged to discu by Mary.

Breakfast served up un begins. Please be sure eat breakfast you are in 8:30 a.m.

8:15 - 8:30 a.m.

8:30 - 9:30 a.m.

9:30 a.m.

Rock & Restock Seminars • Educational Seminars • Inventory ManagementDeal with Aged Inventory Cliff Marsden, Marsden BrothersIf you are like most jewelers, and we suspect you are, you sometimes findyourself with too much inventory on hand, tying up your cash. This makesit harder to purchase new inventory even though you know your customersare ready for something new. How do you deal with aged inventory andfree up your cash for new purchases or for updating the look of yourstore? RJO vendor member Cliff Marsden offers solutions to implement aswell as suggestions for working with outside help.

Make Good Margins with Colored GemsEarl Allen, Columbia Gem HouseMargins in the diamond market? Hardly. Margins in the colored gemstonemarket? Absolutely! To make good margins, though, you need to makegood sales, and to do that, you need to understand what you are buyingand buy in ways that support the good of those who work in the streamfrom mine to customer. You also must commit to effective displays in yourstore, and most importantly, train your staff to sell color.

Bridal Jewelry: More Customers, More SalesLaura Cave, The KnotIf you’re looking for a great marketing opportunity for bridal jewelrysales, a way to reach bridal customers before they have a ring, or ideas togrow sales beyond the engagement ring purchase, consider how The Knotcan help your business. Join us as Laura shares how to appeal to today’scouples and turn them into customers for life.

Personnel ManagementAchieving Generational Synergy Ginny Carroll, inGiNuityMost people don’t think about age as a diversity issue. Rather, we just livewith, or complain about, our frustrations with the “curmudgeons” and the“whipper-snappers.” The vast differences in the values and motivators ofthe generations often can lead to team dysfunction in the workplaceand/or to customer dissatisfaction. In this session, you’ll gain perspectiveon the values and motivators of each generation and a betterunderstanding of how to work with every generation more effectively.

Peer Development, Peer Performance, Pure Profit Darci Aselage, The EdgeDo you really have a beat on how your front line team affects your profit?Which of the following performance/profit factors do you really knowabout each member of your team on a monthly basis: Total sales? Unitssold? Average sale? Gross profit? Discount percent? Dollars discounted?These measures matter because they affect your business. To improve thework of your team, learn how peer-to-peer work is truly profitable andwhat you can do to make it happen in your business.

Employee EvaluationsMary Peterson, RJOMost independent jewelers commit 20 percent of their budget topersonnel, according to studies conducted by the Jewelers of America. Tomake that money work for you, you have to make sure your business isworking for your employees’ success. In this session, learn what you canevaluate, why to do so at least once a year for compensation review,improving performance, and how to terminate an employee.

PAGE 6

I n T h e L o u p e

AY R JOINT BREAKFAST, NDTABLES

siness

enix session, CEO Mary

seated at a table ther members, and

uss topics presented

ntil the presentation if you would like to

n the room prior to

1 - 3 p.m.

We hope you spendmost of your timeon the show floor,but definitely bethere during thefollowing dates andtimes the drawingsare held. You couldbe a big cashwinner!1:30 p.m. ($100) and 2p.m. ($200)

Happy Hour will beheld on the salesfloor during the last90 minutes ofSunday’s buying.

5:30 - 6:30 p.m.

MONDAYCONTINENTAL BREAKFAST ROUNDTABLEJoin Mary Peterson and your fellowRJO members for a continentalbreakfast and a discussion aboutsuccessful store promotions.Breakfast begins8 a.m.Panel discussions8:30 - 9:30 a.m.

RJO BIG CASH GIVEAWAY10:30 a.m. ($100), 11 a.m. ($200), 2:20 p.m.($200), and 2:40 p.m. ($500)

FAREWELL EVENTMonday afternoon’s farewell event willbe held on the showroom floor duringthe last hour of buying. Appetizers andbeverages will be served2 - 3 p.m.

• Rock & Restock Seminars • Educational Seminars

TechnologyYour Newest Worker: The RJO WebsiteCarlos Frevert, Oliant SolutionsRJO is relaunching a totally retooled website to better serve RJOmembers. Find out what’s new, what’s better and what we’re doing tomake the RJO website a primary tool for your business from our expertCarlos Frevert, who has helped us through this process. He’ll be glad toanswer your questions and to hear from you about your ideas for futureupdates as well.

JewelConnect 2.0 Launch: Web Marketing Innovations andMoreAndy Boundy and Thomas Roethling, JewelConnect JewelConnect.com 2.0 is a total redesign of the system, incorporating thebest new marketing technologies – and it will launch in Phoenix. We willbe introducing many new features and applications, all deeply integratedwith social media. New systems featured include “JewelProfile,”“Trending,”and “fast-movers.” There’s the retailer “Pin To” feature and alot more – like mobile apps!

Laser Welders – Do you need one? Gary Paresky, Jewelry Group at Rofin Baasel Inc. A laser welder is a major investment for a jewelry shop and thispresentation will provide both technical as well as financial reasoningbehind such a purchase. An audience interactive comparison of a benchjeweler’s present methods of repair versus the use of a laser welder willbe covered. Specific examples of how a laser welder can increase yourrepair shop revenue also will be presented.

Specialized TopicsDevelop Strong Customer RelationshipsJan Thiel, Jewelers Mutual Inc.In this session, learn more about the benefits of educating your customerson how to best protect their personal jewelry and how the non-cash-outapproach supports you.

Watchmakers and the Future of Your BusinessJim Lubic, American Watchmakers-Clockmakers InstituteThe American Watchmaker-Clockmakers Institute (AWCI) promotes thetimekeeping or horology profession through a range of education,certification, communications and business services. Understand whatscholarships, programs, and advocacy mean to you.

Lighting Options for Retail Jewelers Rick Szymanski, Arizona Lighting Sales, and Ben Cantu, OptoLum The lighting needs of the retail jewelry store are demanding. Color must betrue; diamonds must be brilliant and full of sparkle; clients must seethemselves at their best. These presenters bring direct experience withjewelry store lighting.

What is Pinterest and Why Should You Care? RJO jeweler panel with Karla Doolittle, Marks Jewellers; MarkEttinger, Waterfall Jewelers; Carlos Frevert, Oliant Solutions;facilitated by Charlotte PrestonPinterest is an online sharing tool, referred to as a pin board, and it lets itsusers collect, organize, and share images of things they love. Learn why itmatters to jewelers.

PAGE 7

$250 Travel Voucher

When You Register by December 28

Be sure to check your registrationpacket for excursion opportunities

offered on Friday and Tuesday throughSouthwest Discovery Tours.

I n T h e L o u p e

PAGE 8

Now more than ever, consumers are growing increasingly selectiveabout the stores they patronize, and deciding where they will spendtheir jewelry dollars is no exception. Giving customers something“extra” is a great way to win their loyalty, and for many independentjewelry retailers, added purchasing power in the form of privatelabel credit cards is just the ticket.

Private-label credit cards give customers the flexibility to purchasewhat they want, when they want it—even if they prefer not to usecash to do so. Because private label credit cards are separate andapart from bankcards, account holders can use them to completetransactions without worrying about exceeding the line of creditavailable on their Visa, Master Card or other similar account.

“With private label, there is a measure of shopping ‘leverage’consumers just don’t have when they are limited to bankcards,” saidKarel Feinsinger, National Account Manager at TD Retail CardServices (TDRCS). TDRCS provides a private label credit cardsolution for RJO members in the form of its L.J.C. (Luxury,Jewelry, Class) card, a full-featured, revolving private label credit

card created specifically for independent retailers of jewelry andother luxury items.

Feinsinger added that private label cards also give consumers anextra measure of buying power through special promotions, such asallowing no-interest payments to be made over a six- or 12-monthperiod. Jewelry retailers also can offer promotions under whichequal installments may be spread out over a period of 24 or 36months, at a low annual percentage rate (APR). While customers doincur interest charges when taking advantage of promotions thatinvolve low monthly installment payments—9.9 percent for L.J.C.cardholders—many will find that the rates are still better than thoseassociated with traditional bankcards.

“When it comes to buying power, private label credit cards are avery attractive proposition,” Feinsinger concluded. “This is true forconsumers as well as for the retailers that serve them.”For more information on the L.J.C. private label card, contactTDRCS at (201) 818-4000 ext, 3603/3128, or visitwww.rjomembers.com, login and go to TD Retail Card Services.

VENDOR spotlights TDRCS: Private Label Credit Cards Pack Purchasing Power

JewelConnect, the RJO exclusive web marketing system used bymore than 600 retailers, has released details of the new StoreProfile page for members. See below. These new profiles havemore functionality, more ways to index well on search engines likeGoogle and many more features as well.

JewelConnect is presenting a seminar of the all-new “Version 2.0”at the upcoming Phoenix Buying Show, They will introduce threenew web applications to make searching, discovering and sharingjewelry much more fun and interesting. Below is a sneak peek atthe new template with a handful of features illustrated.

JewelConnect 2.0 Template Revealed

You can view a color version of this sneak peek at: http://www.jewelconnect.com/jc20sneakpeek.pdf

Adjewelation JewelryBrian Lewis

Montrose, CO

Hutcherson Jewelry, Inc.David Hutcherson, Debra Allen

Monroeville, AL

James Martin JewelersLucas DolandDubuque, IA

Rome JewelersJoseph Sodini, Lorie Jenkins

Wilmington, OH

St. John & Myers JewelryOlivia Johnson Scholz, Louis Scholz

Lexington, KY

Towne Square JewelersJoseph SodiniHillsboro, OH

Warwick JewelersBarry Maglin

Exton, PAReferred by Greg Grefin, 24 Karat Rose Co.,

Wayzata, MN

NEW members

Thank you to the jewelers referring new members to our group. These jewelers will receive a $1,000 finder’s fee for their referral, payable after a new member hasbeen in good standing for six months.

JEWELER marketing

This past August Mefford’s Jewelers in Florence, Alabama,launched a monthly e-mail blast campaign, and so far, theresponse is good.

“We have had several positive responses, and we are beginning tosee e-mails being forwarded to others,” says store manager AdamMcCanless. “With the technically advanced generation coming up,it is a great way to get your name in their mind. It is also very costefficient. We will send approximately 900 e-mails this month for$25. If we were to mail 900 postcards, it would cost usapproximately $260.”

Mefford’s, owned byOlin and RussellMefford, hasaddressed a variety oftopics in their blasts,including an instoreremount event, theirRJO-hosted Antwerptrip, and popularitems and lines. “Wesend out at least onee-mail per month,”says McCanless. “Ifwe are having a

special event or sale, and of course during the holiday season, wewill increase the number of e-mails to as many as one per week.We attempt not to explode anyone’s inbox but still get his or herattention.”

The jeweler, which serves a population of about 50,000, startstheir blast process by brainstorming topics.

“We think about our best sellers for holidays, special events, andtime of the year, such as football season,” says McCanless. “Webrowse and find specific images for promotions, as well as useinformation provided by the company to describe each promotionor specific item.”

McCanless produces the blast with the help of three colleagues:“Rebecca Ivy maintains our e-mail list, and Mallory Gann andJessica Keehn work with the design and writing,” he says. “We putall information and graphics into pre-created templates onConstant Contact, and after the e-mail is completed, it is proofedby at least two-to-three people before being sent out.”

Mefford’s maintains about 300 contacts on their e-mail blast list,and they acquire names via civic clubs, as well as collect them inthe store.

Mefford’s store manager Adam McCanless may be reached at:meffords@comcast.net

Mefford’s JewelersHaving a Blast with E-mail Marketing

I n T h e L o u p eI n T h e L o u p e

PAGE 9

$250 Travel Voucher

When You Register by December 28

I n T h e L o u p e

What is the typical customerexperience in your store? Howmuch does it really matter?

According to the research firm Retail Sails,Apple’s retail stores have passed Tiffany’sin sales-per-square-foot. Actually theydidn’t pass them as much as they stompedthem into the ground, more than doubling($6,050) what Tiffany’s ($3,017) does.

Tiffany’s has been in the jewelry businessfor more than 175 years. Apple has not.Tiffany’s has some of the most beautifuljewelry in the world, an expansiveinventory, a fabulous reputation and pricesthat could shock St. Nicholas himself. Themajority of purchases in the Apple storeare for items under $500, and the range ofthe products they sell could fit on a kitchentable.

So how does a store selling electronicgadgets and goodies—which are, by theway, all available online at the Applewebsite and multiple other retail outlets—double the sales-per-square-foot of one ofthe most recognized and respected jewelrystores in the world?

Cool products, urgency and customerservice to die for. Oh, and the stores lookreally great too.

I’ll assume that most of you have been toan Apple retail store, but for those of youthat have not, it is a very fun experience.The stores are airy, very large and very,

very well lit. There is nothing unique aboutthe layout: two rows of tables run from thefront of the store to the back. Each table isfull of electronics on either side, while the walls also have a row of merchandise.

So you’ve got six rows of merchandiserunning from the front of the store (a hugeglass display case) to the rear (the customerhelp center, which is also known as theGenius Bar.)

In between the front of the store and therear are anywhere from 15-25 employees.It seems like a small army of geekylooking folks who are engaging and seemto be honestly interested in what they canhelp you with. If you are anything like me,technology is not the easiest thing to grasp,and this army of interested and concernedemployees is very welcome.

You never feel stupid asking questions, andif you need any help or in-depth assistance,head right on back to the Genius Bar andspend a few moments of quality time witha geek of your own.

Let’s go back to the display tables for just asecond: they are covered with internet-connected computers, iPads, iPods, Nanos,Shuffles, iPhones, etc. Grab one, take it fora test drive, spend time with it in yourhands, ask questions, jump on the web andjust enjoy using the products.

So how do you recreate an Appleexperience in your local jewelry store? It

may not be as tough as it sounds.I’m betting that I can break itdown into a handful of items.

1) Know your products insideand out. You are expected tobe an expert. Make sure thatyou are.

2) Be excited and enthusiasticabout your products. There isno substitute for enthusiasmand energy. People gravitate tothose who have it.

3) Offer the type of customer servicethat you love to get. A big warm smileand call them by name if you know it. Ifyou don’t know their name, ask andremember it.

4) Engage the customer without huntingor chasing them around the store. Beattentive but not a pest. Give them theirspace, but be prepared to jump in toanswer a question.

5) Answer any and all questions, andmake them feel good about askingthem. Give them a card, and encouragethem to call or stop by anytime theyhave a question.

6) Set up your store to showcase thesizzle. Make it easy to get around andreally show off your jewelry. Do youknow how many businesses would killto have a product as visually appealingas yours?

7) Sincerely thank your customers,whether they bought anything or not.Invite them back. Start a relationshipthat could pay off for years.

Go experience an Apple store and see foryourself. It looks tough, but it isn’t. It doeswork though. I’ve just finished this on mynew Mac laptop, sitting next to my iPadand keeping up with work on the iPhone.

Relationships are powerful!

Marketing Matters:Apple—not Tiffany’s—is the Jewel of Retail Marketing

Michael C. Woody is President and Chief IdeaOfficer of Capital Ideas. He has nearly 30 years

of experience in television advertising andloyalty marketing. Phone: 515-556-5373.

E-mail: MichaelC@ideas2burn.comWebsite: www.ideas2burn.com

AGE 10

I n T h e L o u p e

PAGE 11

$250 Travel Voucher

When You Register by December 28

Catherine A. Mottet Dickens, wife ofWilla Dickens, Herteen & Stocker Jewelersin Iowa City, IA, passed away October 25,2012. Catherine also was mother of RJOPresident Terry Dickens and grandmotherof RJO COO Sarah Streb. She was 83.

Barbara Morrison, co-owner of Harvey’sDiamonds and Gifts in Downtown Miami,FL, died October 21, 2012. She was 77. In1975, she married Harvey Morrison andmoved to Miami. Harvey and Barbara haveowned and operated Harvey’s Diamondsand Gifts for more than 30 years and weremarried for 37 years.

Robert Armbruster, owner of ArmbrusterJewelers in Cedarburg, WI, died November16, 2012. He was 92. He is survived by hisfour children and 12 grandchildren.

Our thoughts go out to the families.

To make our contacts with you more efficient and timely, RJO is increasing the use of e-mail as a contact medium.

From regular electronic newsletters to buying show announcements, our e-mail notifications are getting more common and more important.

If you’ve changed your e-mail address lately or would prefer to receive RJOcommunications at a new or different address, please let us know.

Address updates and changes can be directed to Mary Harger in the RJO office at:mary@rjomembers.com or call the RJO office at: (800) 247-1774.

Make Sure RJO

Has Your Most Up-to-Date

E-mail Address

Back in 1988, RJO hiredLinda Brown as theirreceptionist, but she

quickly became theorganization’s data entrymanager, This probablyprovides great comfort tovendors, whom Brown workswith to determine vendorpayments, to post invoicesand calculate Buying Showvouchers.

Consistency is typical forBrown, who grew up in

Reasnor, Iowa (population 245), went to school in nearby Monroe, Iowa, and now resides there.

Her family includes her husband Curt, and their four children:Cyle, Lacey, Christina and Whitney. She also enjoys her role asgrandmother of nine, “with two more on the way.”

“I enjoy working outside in my yard and doing landscaping,” saysBrown. “I take care of three large fish tanks in the house and apond out back. Also I take care of an African Grey parrot namedBentley that thinks he is human.”

When she’s not tending to animals of the air or water, Brown isstill nearby. “I spend the weekends working at the golf course,” shesays, “behind the counter and as a bartender. My husband spends alot of time there as well.”

Meet the RJO Staff: Linda Brown

milestonesGrot Imaging Studio

James GrotDixon, IL

NEW vendors

December 17Vendor Buying Show Registration deadline.

December 20All invoices must be received in the RJOoffice to count towards patronage dividend.

December 24-25Happy Holidays - RJO Office closed.

December 28Jeweler Buying Show RegistrationDeadline (to receive $250 travel voucher)

January 1Happy New Year - RJO Office closed.

January 10All payments must be received in RJOOffice.

January 23All invoices due in RJO Office.

January 26-28Buying Show in Phoenix, AZ.

February 11All payments must be received in RJOOffice.

February 14Valentine’s Day

February 18Presidents’ Day

February 22All invoices due in RJO Office.

P.O. Box 1045 Newton, Iowa 50208 800 -247 -1774 FAX: 641 -792 -9251 r jomembers .com

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To place your FREE classified advertisement in the next issue of In the Loupe, send your items by February 10, 2013, to Christopher Green via fax: 800-597-2107; via e-mail: sheridanavenuedesign@earthlink.net; or via mail: RJO, P.O. Box 1045, Newton, IA 50208.

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Wanted: The Gem Gallery, Bozeman, MT, is looking for anexperienced goldsmith to work full-time. E-mail resume with threereferences to info@gemgallery.com with “GOLDSMITH Position”in the subject line. Be sure to include a phone number.

For Sale: Jewelry Showcases. We have jewelry showcases andrelated items for sale. See October In the Loupe to see a photogallery of items available. Call Wayne at: 301-845-2200; e-mail: Wstarkey666@aol.com

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