canadian jeweller july/august 2014

Canadian Jeweller MagazineThe independent voice for the industry since 1879 JULY/AUGUST 2014

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BRANDING YOUR BIZ Creating a business identity and consumer loyalty

EN FRANCAIS Rencontre impromptue entre vieux, neuf, prêté et bleu

Canadian Jeweller MagazineCJ INTERVIEW Domenico Oliveri,

the visionary behind Fendi Timepieces

SHOW SEASON We’re your go-to source for this summer’s show guides

Ami+Sam FreibergClassic Creations

Family Matters

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A master eye for gems … born or made? Coming from four generations of jewelers undoubtedly piqued my interest in this great business. But one needs to constantly train their eye by looking at gems – the more you learn, the better you will be at identifying and pricing gems, as well as being an effective salesperson and well-rounded businessman.

Something most people don’t know about you. GIA is what brought me to Christie’s. After studying in Santa Monica, I attended a GIA Career Fair where I had my first interview with the company.

Ok. Definitely a story there? I started work when I was 17 and five years into it, I thought I knew pretty much everything there was to know … until I enrolled at GIA. The Institute’s meticulous training and high standards exposed me to a whole new world of expertise.

Ultimate sales edge … emotion or expertise? Jewelry is an emotional shopping experience, but expertise plays a decisive role. It’s wonderful to show people a brilliant diamond, but it means more when you can follow up with a skillful explanation of the 4Cs exemplified in that particular gem.

Lean economy. Less jewelry? At the nexus of the downturn in late 2008, we sold the Wittelsbach Blue Diamond for $24 million, a world record price back then for any gem ever sold at auction. When you have great gems and jewels, the money makes itself available.

Any advice to the up and coming? Don’t lose the passion that brought you to this business, and above all, keep learning every day.

Sooner or later, the world’s most extraordinary gems will cross paths with

RaHul KadaKia. Here, Christie’s Senior VP, Head of Jewelry Americas,

shares priceless insight into the jewelry business and the value of an expert education.

GIA gratefully acknowledges those who use our resources to

further world expertise in gems. Invest in your success at www.giA.eDU

Canadian Jeweller ISSUE: Specs: 9” x 10.875” MATERIALS: PDF/X1AATTN: Elizabeth Valiaho, Production Manager • Rive Gauche Media • 60 Bloor St West Ste. 1106 • Toronto ON M4W 3B8

AGENCY: The Shand Group, Chris Weakley 805 969 1068 x113 PRODUCTION CONTACT: Melissa Helvey 805 969 1068 x119ADVERTISER: GIA ISSUE: Canadian Jeweller

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CHANGE OF ADDRESSemail: [email protected] telephone: 1-877-547-2246 fax: 905-509-0735

or send your cover label and new address to Canadian Jeweller c/o Publication Partners, 345 Kingston Road, Suite 101, Pickering, ON Canada L1V 1A1

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Canada Post Canadian Publications Mail Sales Product Agreement No. 40678000. The publisher does not assume responsibility for the contents of any advertisement; any and all representations or warranties made in such advertising are those of the advertiser and not of the publisher. The publisher is not liable to any advertiser for any misprints in adver-tising not the fault of the publisher and in such an event the limit of the publisher’s liability shall not exceed the amount of the publisher’s charge for such advertising. No portion of this publi-cation may be reproduced, in all or in part, without the express written permission of the publisher. Canadian Jeweller magazine is pleased to review unsolicited submissions for edito-rial consideration under the following conditions: all material submitted for editorial consideration (photographs, illustrations, written text in electronic or hard copy format) may be used by Canadian Jeweller and its af�liates for editorial purposes in any media (whether printed, electronic, internet, disc, etc.) without the consent of, or the payment of compensation to, the party provid-ing such material. Please direct submissions to the Editor, Canadian Jeweller. Return undeliverable items to Rive Gauche Media, 60 Bloor Street West, Ste. 1106, Toronto, ON Canada M4W 3B8.

Editorial Board

"Born and raised in the sumptuous world of jewellery, it soon became my passion. As a �fth generation jeweller in my family, I quickly real-ized that my whole life would revolve around it. Like many of Italian heritage - where design, art, and a profound appreciation for beauty are a part of history - this quest for creativity and beauty became the essence of my life. The passion that is expressed in unique designs, the precision of a timepiece, and the use of raw and authentic materials inspire just like good food and wine." - Marco Miserendino

Jean-Christophe BédosBirks, President & CEO

Haigo DerianL’Oro Jewellery

Gino DeVuono Movado Group of Canada

Andrea HopsonLuxury Retail Executive

Paul Mcfarlane Chanel Canada

Marco MiserendinoBijouterie Italienne P.M. Inc.

Phyllis RichardJewellers Vigilance Canada Inc.

Mano RupraTimeRevolution.com

Beth SaundersCanadian Jewellery Group

Sevan TitizianG.C. International Ltd.

Steve TuracTurac Luxury Group Inc.

Moniruz ZamanThe Bullion Mart Inc.

O L I V I E R F E L I C I OL U C Y H O L D E N

I R I N A L Y T C H A KM A Y A A K B A Y

S C O T T J O R D A NE R I N B O O T H

T A M A R A K E L L Y

C O NTRIBUTO RS

SA LE S

J E F F Y A M A G U C H I

H O WA R D L A N D S M A N

A N G E L A H A R T L A N D

C IRCUL AT IO N

G A R T H A T K I N S O N

HE A D O F F ICE

M E L A N I E S E T HE R I N P O R E D O S

M O NTRE A L O F F ICE

Publisher / [email protected]

Associate Publisher / [email protected]

Managing Editor / [email protected]

Editorial Assistant / [email protected]

Art Director / [email protected]

Production Manager / [email protected]

Junior Designer / [email protected]

Steve Carty, Véronique Dubé, Lilie Ford, Moody Hashem, Bretton

Holmes, Larry Johnson, John Lamont, Liza Marley, Mano Rupra

Advertising Sales

tel: 416-203-7900 x6122 / email: [email protected]

Advertising Sales


Advertising Sales


Publication Partners

345 Kingston Road, Suite 101, Pickering, Ontario L1V 1A1

toll free: 1-877-547-2246 / email: [email protected]

60 Bloor Street West, Suite 1106, Toronto, Ontario M4W 3B8

tel: 416-203-7900 fax: 416-703-6392

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Marketing & Events Coordinator / [email protected]

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tel: 514-381-5196 fax: 514-381-6223

Canadian Jeweller Magazine JULY/AUGUST 2014 The independent voice for the industry since 1879

Vol. 135 / No. 05

E S T A B L I S H E D 1 8 7 9

Marco Miserendino

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Contents30

36

26Departments

16 EDITOR’S LETTER

18LETTER FROM THE BOARD

20 CONTRIBUTORS / BEHIND THE SCENES

22PRODUCT SHOWCASE

26 STAR WATCHThis season's jewels made a lasting impression on us.

28 WHAT'S ONThe shows you can't miss.

30 FOR THE RECORDNews, trends and events.

34 CJ INTERVIEWDomenico Oliveri stands behind a brand that takes timepieces to a whole new level.by Irina Lytchak

36 CJ GALLERYStuller Bridge Conference; JVC Golf Tournament; Gemme Groupe celebra-tions; CJG in Las Vegas

90SHOWCASE /MARKETPLACE

96STYLE COUNCILEarth tones like moss green and chestnut set the trends for jewellery and fashion this season.

98LAST WORDMarquis Jewellers: A 'natural' beauty by Maya Akbay

CJ en français51LES NOUVELLES

54 RENCONTRE IMPROMPTUE ENTRE VIEUX, NEUF, PRETE ET BLEU

July/August 2014 cover photographed by Steve Carty

34

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Contents 44

86

60

44 ON THE COVER: CLASSIC CREATIONSThe Freiberg's know a thing or two about the improtance of family and their relationships with customers.by Irina Lytchak

50DIGITAL COLUMNBoost your retail sales through the use of smartphone apps and integrated online promotions. by Moody Hashem

58COMPANY PROFILE BFLY proves that anything is possible with a little imagination. by Irina Lytchak

60FEATURE: HIGHLIGHTS FROM JCK 2014This year's exhibit was as busy as ever, boasting many new trends and exceptional designs.by Irina Lytchak

64 FEATURE: DIAMOND DETECTIONHow to spot the real thing.by Bretton Holmes 66FEATURE: REWARDING PASSIONThe Vaccaro Family Scholarship recognizes young talent across Canada.

68CANADIAN SHOW GUIDESWe give you an upclose look at the top Canadian shows this season including CJ Expos Edmonton, Toronto and Expo Prestige.

78NEW GENERATIONThese younger generations know that it's all about bringing a fresh perspective to the table.by Maya Akbay

82ON DISPLAYDo you put enough thought into your store’s jewellery displays? by Larry Johnson

84JVC COLUMNThe numbers prove that we must continue the fight against crime. by John Lamont

86FEATURE: BRANDING YOUR BUSINESSWe tell you what it takes to ensure that your busi-ness has identity and meaning. by Liza Marley

78

Features &Columns


Editor’s Letter

AS MUCH AS I PRIDE MYSELF on being social media-savvy, it’s tough to use tools like Facebook, Instagram and Twitter to the best of my ability in an in-dustry that’s not as familiar with them as it could be. When it comes to online marketing and digital innovation, the sky is the limit in terms of the amount of potential these tools hold for your businesses.

That’s why I’m really excited to be a part of the CJ Expos Edmonton: Connect for Success Education Day this year. It will be an excellent opportu-nity for me to reconnect with a lot of the friendly faces in the industry and to address a lot of your concerns when it comes to current trends and what’s coming up for 2015 in a panel discussion with Lilian Jensen.

Having said that, I’m also very excited for the rest of the season and all of the shows coming up, including CJ Expos Edmonton and Toronto, where I hope to see so many of you, as well as the Canadian Jewellery Group 37th Annual Buying Show, Expo Prestige in Montreal and JA New York Summer, which I will be attending as well.

To give you a great overview of the shows and prep you for what’s to come, you will �nd guides on the CJ Expos Toronto and Edmonton shows as well as Expo Prestige in this issue.

You will also �nd a very informative article on branding your business by Liza Marley on page 86 where she covers various strategies you can take in order to best market your store and product.

On page 60, you will �nd our top picks from this year’s JCK Las Vegas show and on page 78, Maya Akbay talks to two jewellery families about evolving with the times with the help of the younger generations.

And last but not least, you will �nd the lovely Freiberg family on this month’s cover – we had a blast shooting the cover story with them at their beautiful store, Classic Creations! CJ

Summer socialIrina Lytchak, Managing Editor

Photograph by Jacqueline Hornyak

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Letter from the Board

AS AN AVID CANADIAN JEWELLER MAGAZINE READER, I am very excited to be joining the editorial board. Canadian Jeweller Magazine provides a great perspective on all areas of the jewellery and watch industry in Canada. Ever changing, I for one can say I am never bored!

As a new member of the editorial board, I look forward to providing some insight on my experience within the industry. My area of expertise is in the watch and service side of the business, however I believe my overall experi-ence is similar to that of our fellow readers.

Like many of the readers, I have grown up in this wonderful trade. This �rsthand experience may have made me an expert in some areas but it’s also taught me that there is always something new to be learned. This year, I was able to attend the JCK show in Las Vegas and it was the perfect opportunity to gain new insight on how we could further build and enhance our business.

Much of our focus this year will continue to be on our online services. We have seen a huge increase in the e-commerce side of the business. More and more jewellers are providing products online. This change was a major catalyst that led us to redevelop our entire repair process and software. From the service perspective, we needed to ensure our online services compliment-ed our various partnerships. We understand that a customer who purchases an item online will always look for service online also. Aside from the actual repair service, we hope to provide a seamless online status, tracking and pay-ment option to our customers.

Canadian Jeweller Magazine is a direct resource to the Canadian watch and jewellery trade. The overall layout, aesthetic and organization of the mag-azine has made it a pleasure to read. I am honoured to sit amongst a diverse group of board members. CJ

Mano RupraOperations Manager TimeRevolution.com

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Behind the Scenes

For our July 2014 issue, the Canadian Jeweller Magazine team had a wonderful opportunity of getting to know the Freiberg family at their store. Classic Creations, located at Newtonbrook Plaza on Yonge Street in Toronto, is operated by brothers Ami and Sam Freiberg, Ami’s wife Shari and their two sons, Jordan and Daniel. Having to photograph the entire family for this cover story seemed like a big order, however the experience was nothing short of enjoyable.

The story was captured by photographer extraordinaire Steve Carty while the Classic Creations team was in full work mode – assisting clients with new orders and repairs, and offering a delicious cup of espresso to anyone who walked through the door. It was amazing to see the store constantly bustling with customers and friends, proving just how much the family’s dedication to their craft and love of customer service have solidified this jeweller’s standing within the community. CJ

John Lamont If anyone knows his stuff it’s Lamont: he spent 20 years with the Toronto Police Service (investigating many armed robberies during his last six years with the Toronto Holdup Squad) and was a Loss Prevention Manager at Peoples Jewellers for 25 years. He is also the Director of Loss Prevention for Jewellers Vigilance Canada (JVC), which provides loss prevention to the jewellery and watch industry. In this issue, Lamont talks about staying on your toes when it comes to crime prevention in our industry on page 84.

Lilie Ford Having worked in the trade show and event planning industries for over 25 years, Ford has been coordinating Canadian jewellery shows for more than half of her career. Today, she is the Event Director of Canadan Jewellery Expos Toronto and Edmonton and despite working amongst all of the corporate culture and finery, this small-town Newfoundland girl is happiest when tending to her gardens in Brighton, Ontario. For this issue, Ford helped put together the CJ Expos guide on Toronto and Edmonton.

Steve Carty Reflecting the attitude of the moment, Carty creates powerful undertones, which are never over stylized, but always iconic. Highlights of his published works include features in prominent magazines such as Wired (Germany), NUVO, Adformatie (Amsterdam), Naked Eye, ELLE Canada, InTouch Weekly, and many more. Carty is currently based in Toronto and works throughout Canada, with stops in London, U.K. and New York. He shot this issue’s elegant cover and cover story on page 44.

Shari and Ami Freiberg talking with a customer at their store

Contributors


Product Showcase

ELLE Time and Jewelry ELLE Time and Jewelry collections offer a distinguished look that is chic,

modern and bold. Like the pages of ELLE magazine, ELLE jewellery evolves from season to season, merging fashion trends and classic designs together to celebrate a woman’s love for personal style. The “Fierce” Collection is all of the above and more. Featuring modern tassels in sterling silver finished with a layer of rhodium and layer of palladium. The mesmerizing flow is sure to make you feel like the stylish woman you were born to be.

Nova DiamondsLike a seawater creature emerging from its shell, Nova presents its half-covered floral scalloped ring. This piece is studded with 5 carats of VS-SI clarity white diamonds with custom setting and colours also available in 18k gold. Approximate retail price: $11,500.

23J U L Y/A U G U S T 2 0 1 4 C A N A D I A N J E W E L L E R . C O M

StullerServing You Everything - Your business is changing. Let Stuller help you stay ahead of the game. We were founded on findings and now offer the largest selection of componentry, tools and equipment in the industry. We even carry numerous display items in a variety of forms, colours and materials. Visit us online at stuller.com or call 800-877-7777 to learn more.

Lotus Jewellery

Kameleon Jewelry® is excited to showcase the limited edition “Double Down” Ring, available to Kameleon® Retailers at select trade shows only. This sterling silver ring holds any two of Kameleon®’s 500+ JewelPop® styles. Suggested retail price: $99. Visit us online at jewelpop.com or call 1-866-431-4484 for more information.


Product Showcase

Best BargainsStackable rings are all the rage! Why wear just one when you can customize your ring to your outfit by wearing many of the same shade or trying a mix of different colours? These gorgeous rings are contemporary and fun. Available in 10k yellow gold and with assorted gemstones. Retail value: $450.

Atlantic EngravingNew from our Passion Noir Collection, a gentlemen’s and ladies’ matching duo of a 10k white gold, 6mm comfort fit set with 4 x 0.015cts and a 14k red gold comfort fit set with 4 x 0.01cts, diamond cut on seamless tubing blanks.

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Jewellers Mutual Insurance Company

Mary Jewellery

Founded by jewellers for jewellers, Jewelers Mutual is the only insurance company dedicated solely to the jewellery industry in

Canada and the United States. Offering coverage for jewellery businesses in retail, repair, custom design, jewellery appraising, wholesale, and manufacturing, Jewelers Mutual has earned 27

consecutive ratings of “A+ Superior” from A.M. Best Company, the insurance industry’s provider of financial data and credit ratings.

New from Mary Jewellery – stunning pink gold bands! Available in 10k and 14k, these rings are stocked and ready for immediate delivery. Mary Jewellery is one of the leading jewellery wholesalers in Canada.

Introducing the GIA 4Cs App – Retailer Edition for iPad. GIA is using the latest technology to help educate and engage consumers in a conversation about

the 4Cs of diamond quality. Designed to be used at point of sale, the app fea-tures video and interactive tools to educate customers about how GIA grades

the 4Cs and offers direct access to GIA’s online database of GIA reports.

GIA


Starwatch

Sparkle City

Picture Perfect Julie Benz was nothing but lovely when she showed up at NBC/Universal’s 2014 Summer Press Day held at The Langham Huntington Hotel and Spa in Pasadena, California. The actress’ look was sexy and effortless, as she showed off her figure in a colour-blocked ensemble and a pair of classic black heels. She added a dose of sparkle with several pieces from EFFY Jewelry, including a “Pave Classica” rose gold and diamond ring ($3,600).

The dresses this season may have been out of this world but it was really the jewels that made a lasting impression on us. Rose gold continued to rule the red carpets while coloured diamonds and gems took the various ensembles to new levels of magnificence.

Couture Queen Shakira turned heads on the red carpet for the 49th Annual Academy Of Country Music Awards when she stepped out in a rich green web gown from the Zuhair Murad Fall 2014 Collection. The dramatic dress featured daring cutout details across the front and along the sides and worked perfectly with the “Whenever, Wherever” singer’s black, brown, and white diamond ring ($7,065) from Doves by Doron Paloma.

Country StrongJewel looked absolutely ravishing at the 49th Annual Academy Of Country Music Awards held at the MGM Grand Garden Arena in Las Vegas, Nevada. The singer donned a white and black halter gown with a beaded bodice from the Edition by Georges Chakra Fall 2013 Collection. She enhanced her look with a pair of Jerome Rousseau heels and a Kotur black clutch. For a final touch, Jewel adorned herself in several rings by Carla Amorin and Doves as well as a pair of stunning emerald Doves earrings ($5,390) that made her look ‘pop.’


Trade Shows

What’s OnIt’s trade show season and we’re very excited to be a part of some of the hottest shows in North America.

Here is a list of key dates, location and contacts for the top shows around the world in the coming months to make YOUR life easier:

August August 10 – 12: Canadian Jewellery Expos-Toronto (Toronto) cjexpos.com

August 10 – 12: Mode Accessories Show (Toronto) mode-accessories.com

August 10 – 13: CGTA Toronto Gift Show (Toronto) torontogiftshow.com

August 15 – 17: Canadian Jewellery Expos-Edmonton (Edmonton) cjexpos.com

August 24 – 26: Expo Prestige (Montreal) [email protected]

SeptemberSeptember 3 – 7: Hong Kong Watch & Clock Fair (Hong Kong) hktdc.com

September 4 – 7: FACETS Sri Lanka 2014 (Colombo) facetssrilanka.com

September 5 – 8: Bijorhca (Paris) bijorcha.com

September 6 – 10: VicenzaOro Fall (Vicenza) vicenzafiera.it

September 7 – 10: Autumn Fair International 2014 (Birmingham)

[email protected]

September 7 – 14: Colorado Mineral & Fossil Show (Denver) mzexpos.com

September 15 – 19 & September 17 – 21: September Hong Kong Jewellery

& Gem Fair (Hong Kong) jewellerynetasia.com and asiafja.com

September 22 – 23: International Watch and Jewelry Guild Show (Las Vegas)

iwjg.com

September 22 – 23: NAJA 42nd ACE It Mid-Year Education Conference

(Chicago) najaappraisers.com

October October 3 – 6: Intergem 2014 (Idar Oberstein) intergem.de

October 11 – 14: Jewelers International Showcase (Miami Beach)

jisshow.com

October 16 – 19: Istanbul Jewelry Show October 2014 (Istanbul)

ubmrotaforte.com

October 26 – 28: JA Special Delivery New York (New York) ja-newyork.com

October 27 – 29: Yerevan Show 2014 (Yerevan) ajainternational.com

21 Dundas SQ., Suite 306Toronto, ON M5B 1B7 CANADA

Tel: 416-214-2582Fax: 416-214-4626

Best BargainsFor more Products visit our website at

[email protected]

YOUR SATISFACTION IS GUARANTEED Offer is valid while quantities last. ORDER NOW! Please order by package NO’S.

CELEBRATING

YEARS IN THE SHOW BUSINESS

24

Please Visit us at the following Shows 2014

Best Bargains

SHOW DATE BOOTH VENUE1. New York July 27-29/14 2653 JA, New York2.Toronto Aug 10-12/14 528 Metro Toronto Convention Center3.Toronto Aug 10-12/14 2309 Mode Show, International Plaza Hotel , Dixon Rd.4. Edmonton Aug 15-17/14 225 Shaw Conference Centre5. Montreal Aug 24-26/14 218 Expo Prestige, Palais Des Congres

Thank you for your continued patronage. Receive 7% off any order over $1000 at the Toronto Show, Booth #528! In the meantime check out some of our brand new products!

Package 725: 10/14kt Fresh Water Pearl and Diamond Pendants

Both Pendants for $24 (Your choice: $15/ea.)

Package 331: Sterling Silver genuine Gemstone Earrings set with 10mm (approx 10cts) a. Amethyst b. Green Amethyst and c. Lemon Quartz

Your choice $15/pr.

Your choice $150

Package 456: 10kt. Gold Genuine Gemstone Stackable Rings, set with 0.40cts of gemstonesa. Emeralds b. Rubies c. Sapphires

a. b. c.

Your choice $150/pc.

Package 457: 10kt. Y/W. Gold 6x4mm genuine Gemstone and Diamond Rings, set with 0.60 cts of gemstone and 0.05cts of diamonds. a. Ruby, b. Sapphire, c. Emerald

a. b. c.

*We use AGTA classification “F” Rubies.

$15/set

Package 328: Sterling Silver 10x7mm Genuine Freshwater Pearl Earrings and Pendant set.

Package 435: 10kt.Y/W. Heavy Gold claw setting 8x6mm Earrings, set with Genuine Gemstone (2-3cts/Pr. and Diamond 0.02ct) a. Amethyst, b. Aquamarine, c. Blue Topaz, d. Citrine, e. Emerald,f. Garnet, g. Opal, h. Peridot, i. Ruby, j. Tanzanite, k.Sapphire

Your choice Semi precious: $100/pr.Precious: $125/pr.

a. b. c. d.

e. f. g. h.

i. j. k.

Package 321: Stainless Steel Men’s Bracelets, 8”.

All 4 bracelets for $40 (Your choice $12/ea.)

a.

b.

c.

d.

Package 941: 10kt. W. Gold Genuine Gemstone Braceletes, set with 8 (5x3mm) 1.70cts & 8 Diamonds 0.05 cts: a. Emerald, b. Sapphire, c. Ruby, d. Tanzanite

Your choice of any: $300/ea.

a.

b.

c.

d.

Your choice $200/pr.(Available in White/Black Pearls)

Package 910: 14kt Y/W. Gold Genuine South Sea Pearl Earrings (9-10mm pearls) set with 0.10-0.15cts Diamonds.

Your choice $150/pr.

Package 898: 14kt. Gold Genuine Gemstone Earrings (available in W/Y Gold). c. Mystic Topaz 11cts, d. Blue Topaz 9cts, e. Amethyst 11 cts.

c. e.

d.

Package 812: 10kt. Y/W. Gold Bracelets accented by 2 Dia. & 10 Genuine Gemstones (5x3mm): a. Ruby, b. Tanzanite, c. Emerald, d. Sapphire

Your choice of any Bracelet $175(available in other gemstones)

a.

b.

c.

d.

We carry a vast assortment of Genuine Gemstones - everything from Amethyst to Zoisite.

Please call us for inquiries.


For The Record News/Trends/EventsCUPIDO opens third store in KitchenerJewellery and watch brand CUPIDO opened its third location at the Fairview Park Shopping Centre in Kitchener, Ontario. CUPIDO was co-founded in 2007 by lifelong friends Haigo Derian and Jeff Karadjian, who had a vision to create a multi-brand jewellery and watch brand that paved way for its own specific category within the industry.

The duo coined the term “fashion luxury” to represent products that are branded, have a greater sense of fashion and cater to luxurious customers.

Two years after opening the first CUPIDO store in Vaughan Mills, Derian and Karadjian opened a second store in Bayview Village. The successful brand’s third store opening took place in July.

CJA’s Annual General Meeting boasts high turn outThe Annual General Meeting put on by the Canadian Jewellers Association was held at the prestigious Cambridge Suites Hotel in downtown Toronto and boasted a great turn out this year.

The Annual Business Meeting covered minutes from the previous annual meeting, the CJA audited financial statement, the appointment of auditors for 2013, and a motion to ratify the actions of the outgoing directors.

The meeting wrapped up with a ceremony that awarded the CJA’s Collar of Office to the new Chairman, Geoffrey Beattie, the owner of Barclay’s Fine Custom Jewellers in Victoria, B.C.

“I’m excited for the new role,” says Beattie. “We’ve got a lot of initiatives that we’ve started and it’s taken a while for these to start to come to fruition. One of them is re-branding the Canadian Jewellers Association, which we’ve already done and we’re starting to now market that. We’ve got a new website that has just been launched this month and we will be inviting members to critique the site and give us their input. I think people’s expectations are that we should be a more modern association for the industry, which has had to change so quickly in a short period of time and we have to keep up with that.”

“We’ve invested the money and we feel very strongly that it’s also going to bring about more dialogue and we feel that there’s a lot of room for member-ship growth,” adds Beattie. “As a result of the website, there are benefits like having the site redirect consumers to retailers and with it, provide the support that they would expect to the association.

Beattie also presented Paul Mara of Paul Mara Jewellers with the CJA 2014 Chairman’s Award that was established in 2000 in order to recognize outstanding members of the Canadian jewellery industry.

The ceremony also included the introduction of the Erol Paylan Memori-al Award by CJA President and CEO David Ritter. The award was created in honour of Mr. Paylan who had passed away while serving on the CJA board. Mr. Paylan’s daughter Miriam presented the award to Darwin Copeman, presi-dent and CEO of Jewelers Mutual.

Following the award presentation, guests were invited to enjoy cocktails and hors d’oeuvres while networking with other members of the industry.

Victorinox welcomes new president of fashion Victorinox has appointed Jason Gallen the new president of the Global Fash-ion Division. Gallen has been performing duties in this position for the past few months, taking over from Joachim Beer, who left the Swiss company towards the end of last year.

Gallen has served as the senior vice president of the North American Direct since 2010, previously having worked with Original Penguin, Tommy Hilfiger and Gap Inc. in the merchandising and consumer areas. Gallen has been involved with opening 13 Victorinox stores in North America, managing retail development for Victorinox within the wholesale channels. He will be working with Artistic Director Christopher Raeburn to develop the seasonal collections and the restructuring distribution.

The fashion division for the brand will also see Tom Hurler in the role of sales director for central Europe, effective immediately. Hurler has been with the company since 2012.

Jason Gallen


Online sales for Canadian businesses on the riseStatistics Canada says e-tailing is growing as Canadian online business sales increase to $136 billion, compared to last year’s $122 billion. About 61 per cent of the sales are from wholesale trade, manufacturing and retail, similar to 2012’s results. The service sector’s online sales rose to 13 per cent from last year’s 11 per cent, with large companies of 100 or more employees responsible for that rise in numbers. These big companies totaled in $87 billion in online sales last year, which comes around to 64 per cent of the $136 billion total.

Results show that about 46 per cent of Canadian companies use a website, with one in five of those offering a mobile version as well. The number is as high as 91 per cent for big companies. Those that sell their products online accounted almost a quarter of their sales to online. Next to the consumers, 47 per cent of all companies bought goods or services from an online source, according to data from 2013.

Corinne Pohlmann of the Canadian Federation of Independent Businesses told the Financial Post that a big obstacle for smaller businesses is the invest-ment to open and build a website.

“Establishing an online shopping portal — including infrastructure to accept payments and security measures to protect customers’ personal and financial information — is more difficult for a small operation to handle,” says Pohlmann. “When it comes to things like selling online, it becomes even more expensive… For a smaller company, that can be pretty daunting.”

Yorkdale Mall emerges as top retailer destinationToronto’s Yorkdale Shopping Centre was picked as the top destination by more than a third of foreign retailers entering Canada last year, according to Retail Insider. Yorkdale Mall has expansion plans for 300,000 square feet of new space to include the Nordstrom department store to grace the Greater Toronto Area, set to open in 2016.

“From the inexpensive to luxurious, Yorkdale has been Canada’s entry point for many foreign retailers for a number of years,” says the Retail Insider report. Sales for Yorkdale Mall indicate that it may become North America’s top-selling mall in the near future, surpassing $1 billion between June 2012 and May 2013. Annual sales estimates are $2 billion for 2018, with a new 191,000 square foot Nordstrom store to take place alongside a new 110,000 square foot retail wing. There are also plans to replace the former Sears store with more retail and at least two new anchor stores.

Retail analysts doubt Target Canada’s futureThe next step in Target’s journey of ups and downs in Canada might have to be “deciding one way or the other on whether Canada is worth diverting time and management capital away from the U.S. business,” according to Credit Suisse analyst Michael Exstein.

Following Target Canada’s launch last year, a lot of customers have been disappointed with high prices and low stocks in the stores. Additionally, an incident earlier this year took place in the form of a pre-Christmas security breach, where confidential information belonging to customers was compro-mised. A lot of executive changes followed, with Target Canada CEO Tony Fisher leaving his position.

“We think it may be more prudent for Target to cut its losses and devote 100 per cent of its resources on the U.S., which comprises over 97 per cent of the company’s current sales,” says Exstein. “If Target exits Canada in 2015, we estimate it will incur $3.5 billion in charges, but generate $1 billion in cash proceeds. We estimate Target would see a nearly 10 per cent decline in equity and the largest decline in FCF (free cash flow) since 2007.”

BFLY releases the very first jewellery collection for boys Jewellery brand BFLY has launched the BStar Collection for boys, the first of its kind on the market. The BStar Stones are star cuts of sparkling zirconium oxide in blue, red or white, designed specifically for boys. This star-themed collection for babies and boys aged 0 to 7 years old is in gold or silver, in-spired by shooting stars to represent dreams and positive inspiration. The collection is comprised of BStar Baby Pendants, BStar Baby Rings, and BStar Baby Bracelets, as well as Boy Rings and Boy Pendants.

BFLY was founded based on the idea of the butterfly effect theory, that any good deed can create a ripple effect, which can eventually change the world and make an impact. The brand takes pride in being environmentally friendly and encouraging kids to reach their full potential and contribute to creating a butterfly effect in the world.


For The Record

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PAJ Canada/ELLE Time & Jewelry acquires STEELX Canadian jewellery supplier and manufacturer PAJ Canada, also known for supplying ELLE Time and Jewelry, has recently acquired the STEELX Brand, a stainless steel jewellery brand specializing in bracelets, rings, necklaces, pendants, earrings, cufflinks and accessories for men and women.

Based in Markham, Ontario, PAJ Canada is a privately held wholesale jewellery company. ELLE Time and Jewelry, a brand extension of ELLE Magazine, specializes in a wide range of feminine jewellery designs that are inspired by current fashion trends. With its established position in the Canadian market, PAJ hopes to expand their branded line up. STEELX was a natural choice, merging fashion with stainless steel only to complement its current ELLE customer base with affordable accessories for both men and women.

MDL launches new Canadian diamond brandMDL Diamond merchants, a loose diamond supplier in Canada, launched a new Canadian brand of dia-monds called Arcticmark. The diamonds are mined in Canada’s Northwest Territories with environmental laws in place to protect the country’s natural resources.

“Arcticmark raises the bar in the Canadian diamond industry. Consumers are becoming more con-scious about where their diamonds are coming from and we have responded by introducing our most innovative brand of diamonds to date. We are redefining today’s diamond market” says George Mimar, MDL president and CEO.

MDL Diamonds is a diamond manufacturing and brokerage firm based in Toronto, Ontario, Canada. They are known for producing Eskimo Canadian Diamonds, Eternity Diamonds and Hearts & Arrows Diamonds.

Diamond Bourse of Canada joins WFDBThe Diamond Bourse of Canada, a diamond and gemstone trading facility, has become the new member of the World Federation of Diamond Bourses (WFDB). The decision came at the bi-annual 36th World Diamond Congress in Antwerp, Belgium.

Those present were the Diamond Bourse of Canada President David Gavin, WFDB President Ernie Blom, and the International Diamond Manufacturers Association (IDMA), among others. The Diamond Bourse of Canada is a facility that supports trading diamonds and gemstones within Canada.

Canadians prefer brick-and-mortar shopping over onlineStatistics Canada has data to suggest that Canadians are less likely to shop online than Americans. According to the research, Canadian sales for online shopping reached $7.7 billion in 2012, up from $6.6 billion the year before. Total sales were $502.6 billion, which increased by 2.9 per cent. Despite statistics that e-commerce is growing across the nation, online sales make up only 1.5 per cent of retail sales in total. In comparison, the U.S online sales make up 5.2 per cent of its total retail sales for 2012.

The online businesses described as “electronic shopping and mail-order houses” were taking up the e-commerce sales the most, while auto parts and motor vehicle sales were a close second, making up with 34.8 per cent of the Canadian e-commerce sales. Electronics and appliance stores accounted for 7.1 per cent of the sales. Clothing sales increased 9.9 per cent in 2012.


Canada’s retail sales hit largest monthly increase in a year Statistics Canada reports show that Canadian retail sales have increased 1.1 per cent to $41.62 billion in April, which came as a record and the biggest monthly increase in almost a year. The monthly retail gains are mostly credit-ed to auto sales, increasing 2.4 per cent for motor vehicles and parts dealers, with sales from new car dealers also up by 3.2 per cent.

According to Royal Bank of Canada economists, the gain surpassed market expectations by 0.6 per cent. The gain followed a 0.1 per cent increase from March, and a strong wholesale trade report for April earlier in the week. Results further show that retail sales rose by 5.1 per cent on a year-over-year basis.

JCK Las Vegas to stay a four-day eventNext year’s JCK Las Vegas show will not extend to five days as previously planned, and stay the same length of four days. It was previously announced a few months ago that the format of the show may be extended to five days. A recent announcement that the four-day format will stay the same was recently sent out to the exhibitors for the annual show that will take place in 2015 from May 29 to June 1. The LUXURY 2015 Show will run for three days as usual for invited buyers from May 26 to May 28. It will be open to the rest of the buyers from May 29 to June 1.

“While some customers had expressed a desire for JCK to extend to five days, the research simply did not indicate enough interest to justify a fifth day and the costs associated with an extra day,” says the announcement.

Montreal’s Miyoshi Group welcomes new team member Karl Hamaoui has joined Miyoshi Group as the new director of sales. The decision comes as part of a move to further develop the Canadian company’s portfolio of regional and national Canadian accounts. Hamaoui brings exten-sive experience and 15 years of sales leadership history, as he also worked in the banking industry for the last 10, developing corporate accounts. Hamaoui also brings his skills of delivering exquisite customer experience to the table.

“I am excited to start a new challenge within Miyoshi and look forward to working with the team to further develop their already extensive products and customers. I am fortunate to be joining such a innovative and dynamic company that prides itself on top selling products,” says Hamaoui. Managing Director Steve Turac says that Hamaoui has already been a key addition to Miyoshi with his experience and that they are pleased to have found someone who will fulfill the position.


CJ Interview

When one hears the name ‘Fendi,’ they make an automatic association with luxury Italian leather goods. Now, the elegant fashion house has challenged the rest of the industry’s top players by showcasing an array of out of the ordinary watch pieces, featuring mink fur bands, interchangeable gemstones in the dials, and fox fur accents.

One of the visionaries behind the brand’s evolution has been Domenico Oliveri, CEO of Fendi Timepieces, who joined the luxury house 12 years ago and stepped into his current role in September of 2013.

Known for specializing in luxury leather goods and fur, Fendi stepped into the world of watchmaking in 1988, making their licensed watch collection relationship one of the longest to exist in the history of the luxury watch market.

Fendi’s commitment to the art of watchmaking and a passion to invest in the watch industry has allowed the company to acquire 100 per cent of its licensed watchmaking division and incorporate it entirely under the Fendi Maison name.

“We think this completes the image of the brand and what we offer,” says Oliveri. “And this is completely aligned with the overall Fendi image. Ever since the acquisition, we have been moving the brand toward a more luxurious image and product offering.”

The Fendi luxury house has always attempted to think outside of the box when it comes to fashion and upon their acquisition of their watch division, the brand wanted to make sure that this sense of revolutionary thinking translated to their timepieces as well. The latest designs presented during Basel 2014 included Fendi’s existing collections Crazy Carats, Chameleon and Selleria with complementary touches of panache and the new Fendi My Way. The Crazy Carats Collection, best known for its interchangeable gemstone dials, has been given a dash of vigor with a mink fur band that comes in various dazzling shades and dual colour combinations. Similarly, Chameleon has retained its classic dial shape but now comes with the signature ‘F’ encrusted with diamonds, giving the watch an added pop of sparkle. All of these latest design innovations have been a direct reflection of the company’s aim to break away from all things conventional and to challenge the norm.

“The Fendi DNA is about innovation, creativity, and being daring,” explains Oliveri. “We dare to do something that normally others don’t do and we want to surprise. It’s all about creating something that’s unique, not usual, not conventional.”

With that in mind, it’s no wonder that Oliveri has been able to take the watch division of the luxury house and transform it into such an integral part of the brand and in such a short period of time.

“We give women the possibility to be unpredictable,” he says. “The Fendi woman is a modern woman but is also absolutely self-secure, with great character and anticipation for quality and elegance.” CJ

Redefining the essence of time Already a household name, Fendi has taken timepieces to a whole new level this year with the showcase of its latest, extraordinary watches at Baselworld 2014.by Irina Lytchak

Domenico Oliveri, CEO of Fendi Timepieces

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CJ Gallery

Building bridgesTHIS YEAR CANADIAN JEWELLER MAGAZINE was very honoured to be part of Stuller’s first Bridge conference of the season held in Lafayette, LA.

The first night of the symposium included opening remarks from Chairman Matt Stuller and an informative and interactive presentation from CEO & President Danny Clark that had the jewellers engaged in a series of discussions about the issues vital to our industry.

The second part of the conference entailed a visit to Stuller’s global headquarters in Lafayette, where the jewellery retailers got a first-hand look at Stuller’s facilities and operations, as well as an inside peek into the manufacturer’s inspirational retail environment, 302.

Stuller’s annual Bridge conferences welcome jewellers from across North America and provide an environment that aids in the development of new ideas and helps the retailers stay ahead of the game. As the largest jewellery manufacturer and supplier in Canada and the United States, Stuller remains an expert in assisting retailers with adapting to the changes of our ever-changing industry. CJ1. Inside the 302 retail environment 2. Stuller

headquarters in Lafayette, LA 3. inside the factory 4. Danny Clark presenting 5. an employee working on production

6. the Create Bar 7. Irina Lytchak and Danny Clark

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By providing Member Advantages, we give you our bestso you can do yours. Call us today.

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CJ Gallery

18th Annual JVC Golf Tournament: A hole-in-one! The premiere jewellers’ event of the golf season, the JVC 18th Annual Golf Tournament was another success!

Hweld at Angus Glen Golf Club’s South Course, this year’s gathering was an excellent opportunity for many industry members to come together in a relaxed setting, show their support for JVC, and play some golf!

Upon registration, everyone had the opportunity to enter a raffle for a number of prizes that included a luxurious trip for two, tickets to the JVC Ball, as well as a stunning Raymond Weil watch. Before heading out onto the course, the jewellers enjoyed a wonderful lunch on the sunny Angus Glen patio. After a very pleasant day of golf, the participants enjoyed a cocktail and hors d’oeuvre hour while bidding on the various items available in the silent auction organized by JVC. The day wrapped up with an exceptional dinner at Angus Glen, hosted by Gino Devuono and Jeff Morrison.

The team at Canadian Jeweller Magazine would like to thank Phyllis Richard, Carla Adams, and all of the other wonderful people that where behind this successful event! CJ

1. Angus Glen Golf Club 2. Robert Maggisano of Finch Centre Jewellers, BenCarroccetto and Gino Devuono of Movado, Saro Der Haroutiunian of Berani

Jewellers 3. Tara Bon, Eric Senftleben, Doug Irwin, Brad Terin of Citizen WatchCompany 4. Kevin Endo of Endo Jewellers, Beth Saunders of CJG, Gail Golberg ofBeverly Hills Jewellers, Greg Merrall of Georgian College 5. Daniel Des Cotes, Leo

Fournier, Paul Sine, Barney Roopnarinesingh of Timex Group Canada Inc.6. Gino Devuono of Movado and Jeff Morrison of Jeff Morrison Fine Jewellery

7. Sevan and Ani Titizian of GemCorp International 8. Kelly Vandenbroek,Sian Williams and Cory Boisselle of Bulova, Irina Lytchak of Canadian Jeweller

Magazine 9. Ginalyn Derro, Mano Rupra and Devin Rupra of TimeRevolution.com10. Kuldip Rupra of TimeRevolution.com and Daniel Lepage of Raymond Weil

11. Janet and John Lamont, Carla Adams and Phyllis Richard of JVC

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CJ Gallery

AnnualGemmeConvention 2014:

Celebratingour industry

The Gemme Group recently held their annual Gemme Convention, or Congrèsannuel du Groupe Gemme, in Quebec. The three-day event was hosted at theprestigious Auberge Godefroy Hôtel in Bécancour, Quebec and was attended by Gemme Group’s participating jewellers, who are also all members of the Quebec Jewellers’ Corporation.

The event kicked off with a meet-and-greet and an exclusive dinner and was followed by a day of workshops that focused on discussing operations, services, and new proposals and initiatives within our industry. On the second evening, all of the jewellers and suppliers were invited to a cocktail and dinner reception as well as the festivities that followed afterwards.

The third day was marked by Expo-Tendance – a special event following a similar format to a trade show but without having any of the costly set up.

Since the attending suppliers are located across the province, Expo-Ten-dance was an excellent opportunity for them to meet all at once and discuss new opportunities with Gemme Group.

Overall, the convention was very important in bringing together the various members of Gemme Group, including the suppliers, and in reinforcing the wonderful relationships that exist within the Canadian jewellery industry. CJ

1. Ramy Kassabji from Beverly HillsJewellers and Claudio Maturi of

Sequel Canada 2. Jose Garcia andGeorge Korizis of Shivas Watches3. Micheline LeBlanc and MartialDube of Stuller 4. Olivier Felicio,

publisher of Canadian JewellerMagazine, with Berge Farra, co-owner

of CFM Productions, manufacturerof Madani 5. Edwin Wongof B K Jewellery 6. Patrick

Dion of Del Solution

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1. Lawrence Shatilla and Sophie Beaudry of Larus 2. Krystel Levasseur ofLa Perle Rare, Diane Gagnon of J.Ifrah, and Andrée Poussard-Levasseur of La

Perle Rare 3. Marc Laperle of Gemme Group, Olivier Felicio and FrançoisPerreault of Gemme Group 4. Beverly Hines and Patrick Mooney of Valangin,

Jessica Garcia, and Yaz; Bottom: Jose Garcia of Shivas Watches 5. OlivierFelicio, Yaz, Adom Knadjian of Max Strauss, B&S Canada 6. Louise Métivier,

Bijouterie Nappert-Métivier, Victoriaville and Harry Chenorhokian of ShivasWatches 7. Pascal Charron of Bijouterie Jacques Charron & Fils, Christian

Bernard of La Bijouterie Suisse, Marc Tremblay of Bijouterie Lampron(VP of Gemme Groupe), Sylvain Bernard of La Bijouterie Suisse

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CJ Gallery

A toastto success

EACH YEAR, THE CANADIAN JEWELLERY GROUP holds its annual Cocktail Reception at Mandalay Bay Hotel & Casino during the JCK Las Vegas show.

This year, the turn out was spectacular with the help of co-sponsorshipfrom the Canadian Jewellers Association (CJA) and Jewelers

Mutual Insurance (JMI). The evening was an excellent opportunity formany Canadian industry members to unwind at the Event Center

Bar after several long days of working the exhibit.We look forward to seeing you there next year as well! CJ

1. Mary Milan of PAJ/ELLE Canada and Richard Rooney ofBogart’s Jewellers 2. Gino Devuono of Movado with Charlie Gilman.

3. Irina Lytchak of Canadian Jeweller Magazine and Beth Saunders of CJG 4. Dennis and Kent Heinrichs of Heinrichs Jewellery 5. Véronique Dubé of Canadian Jeweller Magazine and Ken Dugas of Stuller, Inc. 6. Khel Baldeo

of Best Bargains Jewellery and Erin Poredos of Canadian Jeweller Magazine 7. Phil Payne and Lilie Ford of CJ Expos 8. Amy Hall-Cummings and Graham

Arthur of GV Design Canada Inc., Mike and Greg Lawlor of Lawlor Jewelry

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Cover Story

WHEN YOU WALK INTO CLASSIC CREATIONS, it’s very likely that the entire Freiberg family will greet you as soon as you step through the doors. And that’s not to say that the store is lacking business. On the contrary, Classic Creations is constantly bustling with positive energy and customers walking in and out of the store but each one of the Freibergs and their staff will still take the time to say ‘hello’ and offer you something to drink.

In an industry that is oversaturated with product and new ideas popping up around every corner, the Freibergs have found success because of their passion for the business.

“I’ve always really enjoyed working here,” says Daniel, the elder of Ami’s two sons. “It’s a happy place and a very nice place to work in.”

Three decades laterBrothers Ami and Sam Freiberg started the business about 30 years ago. They were joined by Ami’s wife Shari and would ultimately bring their two sons, Jordan and Daniel, on board as well.

After �nishing university and working for another jewellery �rm, Ami saw an opportunity to open a store and along with his brother Sam, they started Clas-sic Creations in the Newtonbrook Plaza in Toronto, their current location.

This summer, Classic Creations is celebrating its 30th anniversary and ev-eryone is involved in running a very tight ship just as much today as they were when the store �rst opened its doors.

“Sam and I are very involved in the day to day operations of the business. It’s very hands on,” says Ami.

That’s why it’s hard to give anyone a speci�c title, since most of the family members do just about everything and anything when it comes to their store.

“We do everything from start to �nish ourselves here. We are manufactur-ers as well so we do special orders and custom-made work,” explains Ami.

The brainchild of brothers Ami and Sam Freiberg, Classic Creations has been around since 1984 and this jeweller is here to stay – all thanks to a dedicated younger generation and the family’s utmost devotion to its clientele.

MATTERSFAMILY

by Irina Lytchak photography by Steve Carty

Jordan Freiberg

044-049.CJ CoverStory.indd 44 2014-07-30 11:13 AM


Shari Freiberg Daniel Freiberg



Customer service is key On the day of our photo shoot for this issue’s cover, the store was open for business and busy as ever. Each one of the Freibergs had to be quietly stolen away for their individual photograph while being in the midst of greeting new clients, taking orders and going through product with returning customers. The dedication that we saw that day was a clear sign of why Classic Creations has stood the test of time in this industry for 30 years.

“Our clients are here all the time,” says Ami. “Not just on special occa-sions, once or twice a year. Our clients like to see what’s new and exciting in the world of jewellery and like to drop by every month or so.”

Being in constant communication with their customers, the Freibergs are very aware of what’s trending and what people want. On top of this aware-ness, the family makes a point to travel the world and be at the top trade shows in order to stay ahead of the game.

“I always say that what distinguishes us from our competitors is we’re con-stantly traveling the world to try to �nd the latest trends and make sure we’re the �rst ones to bring them back to Canada, to Toronto,” says Ami. “We want to be trendsetters not trend-followers. Our clients appreciate that.”

Daniel adds that having clients who come in on a weekly or monthly basis has resulted in the store constantly producing new pieces and increasing stock so that they have something new to show every time they come in.

It’s all in the familyBoth of Ami’s sons, Daniel and Jordan, have also made Classic Creations their full time job.

“If you ask my brother and I how long we’ve been in the business, we’d say ‘our whole lives,” says Daniel. “But full-time, we’ve both been here about �ve years.”

Since it’s a family business, they �nd themselves doing everything from processing orders to custom-designing jewellery for a client. But being a younger generation, they have also brought a fresh, new �avor to the business when it comes to technology and marketing objectives. While Daniel is more focused on advertising and special events, Jordan is more inclined to take care of social media and web development.

“This has opened up avenues we never had before because of the exper-tise in these �elds,” says Sam.

“We want to be trendsetters, not trend-followers.Our clients appreciate that.” – Ami



Interior of Classic Creations

Sam Freiberg helping a customer



Having his two sons on board has been a huge help for Ami and Sam as well as an imperative factor in the success of the business.

“It took a lot of things off mine and Sam’s plate that we were doing con-stantly and this way, now a lot of the responsibility has fallen to Daniel and Jordan,” explains Ami. “Our clients tell us all the time, “Your kids love being here!” and you can see that they love it.”

Setting the standard Aside form the excellent in-store dynamics, Classic Creations carries premium jewellery pieces and watch brands, making them one of the top jewellery des-tinations in the entire city.

While the store does carry a few outside jewellery brands, the majority, about 70 per cent of the store’s jewellery stock, is a Classic Creations brand. The pieces are designed with the collective input from all of the Freiberg, as well as their entire staff.

“It’s great having everyone involved in creating beautiful and unique pieces,” says Ami. “Out entire staff takes great pleasure in knowing they have contributed to Classic Creations’ success in helping their clients.”

All of the jewellery designs, production and repairs are done on site, with two goldsmiths and two setters working directly at the store. The family takes

great pride in the quality of materials they work with and the care they take in selecting the right metals and stones for their pieces when traveling around the world.

“Sam and I always say, “It’s not as important sometimes how you sell but how you buy,” says Ami. “If we can buy really great pieces at the right price, our clients will appreciate it and we pass on the savings to them.”

Classic Creations also carries an extensive and very exclusive selection of some of the top watch names in the world, including Chanel, Montblanc, Baume & Mercier, Ebel, Bell & Ross and Ralph Lauren, to name just a few. The store is also the only retailer in Toronto to carry the prestigious Carl F. Bucherer.

“We want to try to offer pieces that match our jewellery. Part of the reason we carry these brands is we enjoy the people we work with,” says Daniel. “If you’re working with people that you feel have the same sense of passion you do, then you feel confident that they will be a true brand partner and stand behind you 100 per cent. I feel like we enjoy working with people who are very passionate because we’re so passionate about jewellery.”

It’s this kind of passion that comes full circle at Classic Creations. While the family shares a very strong bond with one another, they also extend the same kind of passion to their staff, customers and industry partners, making them one of the largest families in the business. CJ

AT A GL A NCE

NAME: Classic Creations

LOCATION: Newtonbrook Plaza 5799 Yonge St. at Cummer Ave. Toronto, Ontario M2M 3V3

KNOWN FOR: Custom designs, diamond jewellery, timepieces, gifts STORE SIZE: 2,400 square feet

STAFF: 14

BRANDS: Baume & Mercier, Bell & Ross, Carl F. Bucherer, Chanel, Concord, Corum, Ebel, Montblanc, Ralph Lauren, Shinola

COOL FACTOR: Only jewellery and watch retailer in Toronto to carry Carl F. Bucherer timepieces

“If you’re working with people that you feel have the same sense of passion you do, then you feel confident

that they will be a true brand partner and stand behind you 100 per cent.” - Daniel


49J U L Y/A U G U S T 2 0 1 4 C A N A D I A N J E W E L L E R . C O M Lapis, blue sapphire and diamond pendant



Digital Daze

PICTURE THIS SCENARIO: your store’s smartphone application sends out a notification about an article on fancy yellow diamond grading, as well as information on your current yellow diamond specials. Over the next few days, a string of customers come in asking about the specials and commenting on your canary diamond article. Some of them are just intrigued. Some of them even buy.

How did this happen? You have a mobile app that anyone can find on the iPhone App Store, Google Play, or via your company website. In less than a minute, customers and prospects can download your free branded app and begin receiving the information that you send out regularly.

Since consumers now spend more personal time on their mobile devices than on laptops or desktops, apps quickly gain a lot of traction. People who have strong interests — whether it’s concerning jewellery or Formula 1 racing — generally have a related app or two on their smartphones.

Is it worth it? Every jeweller has the same questions when it comes to creating an app: • Will my app get any traffic?• How easy is it to load my product catalogue?• How do I create content for my app?• What is my ongoing time commitment?

These are all excellent questions that need to be asked. Firstly, you will want to encourage website visitors to download your app. Your print materials should also point people towards it.

Secondly, remember that mobile is basically another online channel. Your app needs to be integrated with your website. If you have a product catalogue on your site or an online store, it’s vital to integrate it into your app and provide consumers with a personalized shopping experience on their smartphones.

Engaging consumers by sending out content on jewellery news, updates, and trends is not difficult — especially if you engage the services of a mobile marketing company that curates content from an authoritative industry news source. Fresh content in the form of articles can be repurposed and branded specifically for your retail operation, with next to no effort from you.

Finally, make an effort to engage with social media channels like Twitter, Instagram and Facebook to more effectively communicate your message.

Again, if you are working with a mobile marketing company that knows your industry, your direct involvement doesn’t need to be significant.

Draw them in Mobile is more than just a way to reach people. It’s a way to locate them geo- graphically, to show them where you are, and to draw them into your retail locations.

A well built mobile app creates a personalized, engaging shopping experience that will help strengthen your brand and ultimately help you sell. When your app is optimized to take advantage of mobile capabilities such as GPS locating and push notifications, you can tailor your messaging based on geography. Your app can detect proximity, opening up more sophisticated marketing possibilities.

With today’s small mobile screens, you can only show so much at one time. One way to optimize the shopping experience for mobile is to curate information displayed based on geo-proximity.

If someone using your app is more than five kilometres from any of your retail locations, you will want to feature a map showing your closest stores, your contact details, and promotions. If an app user is within a kilometre of a retail location, you might want to feature any specials that you have on right now, or even push out an offer tailored specifically for prospects with strong walk-in potential.

In store, you can use mobile technologies to enrich the customer experience. Patrons could scan product tags, for instance, to get more information on a product. The result? Customers that can self-educate right in the store.

Choose wiselyYou can easily find people to build you a custom app for a few hundred dollars. What’s more difficult to find is a company that understands the value of customer interactions within the jewellery industry and can help you create an online marketing program that doesn’t take up all of your time.

When choosing a mobile integration partner, look for a company that can plan, execute and integrate across mobile, social and web. They should have strong technical expertise on the latest mobile technologies such as push notifications, real time messaging and location-based technologies. They should also have previous experience in developing user experiences specifically for mobile apps. Last but not least, make sure that you team up with people that you enjoy working with! CJ

Moody Hashem is president of Rytalo. He can be reached at 647-289-9665 or email [email protected].

Making the most of mobile apps and online marketing

by Moody Hashem

Find out how you can boost your retail sales through the use of smartphone apps and integrated online promotions.


CJ en français Les Nouvelles par Véronique Dubé

Écrin des muses, une collection inspirée par cinq femmes passionnées de Montréal K8 Concepts Bijoux est fière de dévoiler sa collection de bijoux fins Écrin des muses, une collaboration créative avec cinq des influenceurs de mode et de style de vie montréalais des plus adulés. Ce sont des personnalités explosives et colorées – les muses de la collection – qui rendent hommage à la fois à l’individualité de chacune de ces femmes ainsi qu’à la vie, la magie et l’inno-vation culturelle de Montréal.

La créatrice de K8 Concepts Bijoux, Kate Hubley, est une joaillère de for-mation, qui après 20 ans de carrière comme rédactrice-conceptrice a laissé la publicité pour poursuivre à temps plein sa première passion : la création de bijoux. Kate termine actuellement son FGA à l’École de gemmologie de Mon-tréal et son GD de la GIA. Toute la collection Écrin des muses sera disponible sur K8Bjioux.com dès juillet 2014.

Exposition internationale de boucles d’oreille à la Galerie Noel Guyomarc’hDu 4 avril au 4 mai dernier avait lieu à la Galerie Noel Guyomarc’h, située au 4836 boulevard Saint-Laurent, à Montréal, l’exposition Duplicata. Présentant les pièces d’une trentaine de créateurs venus des quatre coins du monde, les boucles d’oreille sélectionnées étaient issues du livre New Earrings du joaillier barcelonais Nicolas Estrada. Une publication dont la préface a d’ailleurs été rédigée par le directeur de la galerie, Noel Guyomarc’h. Exceptionnelle, cette nouvelle exposition rendait hommage au caractère mythique et unique des boucles d’oreille, un accessoire vieux de plus de 7000 ans et qui, aujourd’hui, demeure tout aussi populaire.

Événement Bridge canadien chez Stuller: un succèsLors de l’événement Bridge du mois d’avril dernier, les bijoutiers profes-sionnels ont eu l’occasion de partager leurs façons d’aborder les défis et les possibilités. Au-delà de la lecture, Stuller enseigne aux intervenants du milieu comment l’interaction et la discussion s’établissent à travers les dynamiques en jeu dans l’environnement de la bijouterie au détail, un milieu qui évolue rapidement. Mais avant de se rendre au siège social de la compagnie situé à Lafayette pour assister à cet événement, les bijoutiers étaient invités à célébrer le 31e festival du quartier français de la réputée Nouvelle-Orléans. Une célébration haute en couleur, un séjour qui a parfaitement agrémenté la conférence Bridge.

Bague Nuit en lumière : créée pour Marie-Annick Boivert, experte en événementiel,relations publiques et médias sociaux, et Montréalaise passionnée. Argent sterlingplaqué rhodium, or rose 14 carats et saphirs

Felieke van der Leest (Norvège) Boucles d’oreille “Don & Bob Digger” Plastique, or 14 carats


CJ en français

Trunk show de TenthBoulevard chez Joolz – Bar à BijouxQuoi de mieux pour célébrer la venue des beaux jours que d’orchestrer une soirée où bijoux tendance, apéritifs et hors-d’œuvre sont à l’honneur! Joolz – Bar à Bijoux proposait à sa clientèle un événement mettant en vedette les bijoux TenthBoulevard, une collection unique qui allie luxe et modernité. Fabriquées en argent sterling 925 et plaquées de rhodium ou d’or 18 carats, les créations de TenthBoulevard arborent un look unique grâce à la maille Lurex®. Remarquable et légendaire, le Lurex® permet d’obtenir des bijoux sou-ples, maniables, fins et innovateurs. Mariant la haute couture à la bijouterie tra-ditionnelle, la collection TenthBoulevard regorge de créations avant-gardistes. Des bijoux parfaits pour tous les moments, petits et grands.

Red C Jewels – Taylor Swift et Emma Watson les ont adoptés Les bijoux de la collection Red C Jewels connais-sent déjà des adeptes parmi les vedettes interna-tionales. En mars dernier, Taylor Swift était aperçue à New York lors de la pièce Bullets Over Broadway portant les boucles d’oreille personnalisées en or et diamants « T » et « S ». Plus tard en avril, on l’a vue avec la bague Arrow. Emma Stone, quant à elle, portait la bague Shining Star lors de la con-férence de presse du film The Amazing Spider-Man 2 : The Rise of Electro, le 31 mars dernier. Cette nouvelle collection de boucles d’oreille, nommée No Matchy-Matchy, présente des initiales en dia-mants, mais aussi les pièces amusantes « De A à Zoo ». Le concept derrière cette idée est d’offrir des boucles d’oreille à agencer, sans obliger les clients à acheter une paire de boucles d’oreille identiques – bien que cette option soit aussi pos-sible! Red C Jewels propose ainsi une gamme de boucles d’oreille se détaillant à partir de 80 USD chacune, fabriquée en or 14 carats, diamants et autres pierres précieuses.

Le détaillant de l’année LUXURY 2014 est un magasin conçu par Stuller InteriorSur plus de 50 candidatures, Schmitt Jewelers, une entreprise familiale de Phoenix, a remporté le prix de l’année suite à sa récente transformation. Inspirée et guidée par Stuller, l’entreprise qui œuvre dans le domaine depuis 1970 a incorporé à son nouveau décor des présentoirs qui s’ouvrent sur le devant, une table tactile, un mur vitré permettant de voir dans l’atelier des bijoutiers, des présentoirs ouverts et des écrans tactiles avec lesquels on peut réaliser des designs personnalisés. La bijouterie dispose aussi de tabourets – plus accessibles que des chaises – et de marchandises qu’il est possible de manipuler pour sa clientèle. Pour Jim Froeschle, directeur de comptes chez Stuller Interiors, il importe de « […] rejoindre la génération Y, de répondre à leurs besoins et leurs désirs pour aboutir à un design basé sur nos recherch-es. » S’adressant aux bijoutiers indépendants, Stuller s’assure ainsi que la disposition des éléments à l’intérieur du magasin permette aux commerçants d’exploiter leur entreprise de façon exceptionnelle.

Des bijoux contemporains illuminent le Musée des beaux-arts de MontréalAu Lab Design du pavillon Liliane & David M. Stewart a lieu, jusqu’au 30 novembre 2014, l’exposition Des bijoux contemporains hors du commun. Conçue par Noel Guyomarc’h, directeur de la Galerie Noel Guyomarc’h, en collaboration avec Diane Charbonneau, conservatrice des arts décoratifs modernes et contemporains du Musée des beaux-arts de Montréal, on y expose les œuvres d’une trentaine de créateurs. Bien que la fabrication de bijoux soit une discipline artistique bien ancrée dans l’histoire, la diversité des bijoux présentés témoigne d’une grande richesse quant aux nouvelles voies de fabrication et d’interprétation. Mis en avant-plan, le savoir-faire des joailliers est démontré non seulement par le bijou lui-même, mais aussi par la recherche, soit l’intention artistique et la démarche.

Lors du vernissage de l’événement, Noel Guyomarc’h soulignait : « On a fait une sélection d’artistes qui montrent le portrait actuel de la création en bijoux internationaux. Il y a des artistes d’ici qui sont présentés, mais aussi des gens qui viennent d’Europe, des États-Unis, d’Asie. On a fait une sélec-tion très très large, d’exploration autant d’idées, de concepts, et de matières. C’est important de pouvoir offrir cette diversité. » Les artistes s’assurent de l’utilité première du bijou – son caractère portable – tout en osant, ce qui leur permet de transcender les matériaux traditionnels et les techniques acquises. Ainsi, outre l’or, l’argent et les pierres précieuses, des matières moins cou-rantes, comme le bois, trouvent leur place. On voit aussi des bijoux laminés et gravés à l’acide, ou encore poinçonnés et sculptés par différents traitements de surface. Une exposition qui illustre à merveille les nouvelles voies de fabri-cation et d’interprétation du domaine de la bijouterie.

Lydia Mamane, propriétaire de Joolz-Bar à Bijoux et Alexandra Petitti pour TenthBoulevard

Lynn Légaré et Matthieu Cheminée, joailliers

En haut: Taylor SwiftEn bas: Emma Stone


Raymond Weil et la nouvelle collection freelancerDéployant un design audacieux, à la fois linéaire et racée, la nouvelle mon-tre-chronographe freelancer est rehaussée de détails orange – l’aiguille de chronographe au centre, ainsi que celles des compteurs heures et minutes. Le boîtier rond en titane de 45 mm est étanche à une pression de 10 atm (100 mètres). Le mouvement mécanique à remontage automatique assure un fonctionnement précis. Cette montre proposant un visage aux différents tons de gris est complétée par un bracelet en cuir de veau et une boucle déployante avec système de sécurité à double poussoir. Une montre où force et raffine-ment font équipe.

La fièvre du soccer brésilien gagne Swatch! Le soccer est une passion partagée au-delà des générations et des frontières. La fièvre monte encore plus lors des championnats de la FIFA. Swatch soutient tous les sports avec enthousi-asme, et en l’honneur de l’énorme popularité du soccer au Brésil, l’horloger suisse a créé une édition spéciale de la New Gent Lacquered, Entusiasmo. La montre est présentée dans un étui unique aux couleurs du Brésil muni d’une fenêtre qui dévoile le cadran. Le drapeau figure également sur le passant interchangeable autour du bracelet. Les partisans d’une équipe en particulier peuvent acheter séparément le passant arborant le drapeau de leur choix parmi 31 pays représentés, et les inconditionnels du jeu pourront acquérir l’ensemble complet des 31 passants et leurs drapeaux.

Exposition des finissants de l’École de Joaillerie de MontréalDu 14 au 28 juin, l’exposition Inclusion de la Galerie Noël Guyomarc’h présentait les bijoux des finissants de l’école de Joaillerie de Montréal. À la fin du mois de mai, les étudiants de troisième année à la formation collégiale ont remis leur projet de fin d’études à leurs professeurs. Les ensembles, composés d’un collier, d’une bague et d’un bracelet, sont une synthèse des techniques apprises au cours du programme technique en métiers d’art, profil joaillerie, offert en partenariat avec le Cégep du Vieux-Montréal. Chaque année, l’École de joaillerie de Montréal fait l’acquisition d’un collier parmi ces projets et l’ajoute à sa collection privée. Pour déterminer le gagnant, trois personnes du milieu des arts et de la joaillerie – Annik Lucier, designer de bijoux; Isabelle Métivier, technicienne en administration et responsable des communications, Institut des métiers d’art-Cégep du Vieux-Montréal; et Véronique Dubé, journaliste pour le magazine Canadian Jeweller, ont participé à l’évaluation des colliers. Le jury s’est rencontré au début du mois de juin afin de déterminer le lauréat récipiendaire d’une bourse de 1 500$. Le prix a été décerné lors du gala de fin d’année qui a eu lieu le 13 juin dernier, à la Galerie Noël Guyomarc’h. Tous les étudiants à la formation collégiale ont été invités à exposer des pièces, leur accordant ainsi une place très spéciale et réservée à leurs œuvres.

La bijouterie La Perle Rare est récompensée Le lundi 9 juin dernier au Country Club de Montréal à Saint-Lambert avait lieu le tournoi annuel de l’Association Canadienne des Représentants en Bijouterie. Pour l’événement, les bijoutiers et les représentants du secteur ont eu l’occasion de se réunir. Les participants ont pu profiter d’un brunch, d’une partie de golf, d’un cocktail, d’un souper et d’une soirée animée avec prix de présence. Au cours de la soirée, l’ACRB a eu l’honneur de décerner le prix du Bijoutier de l’année 2014 à Andrée Levasseur Poussard, Krystel Levasseur et Yves Levasseur de la bijouterie La Perle Rare, à Trois-Rivières.

La nouvelle montre-chronographe freelancer de Raymond Weil

Montre New Gent Lacquered,Entusiasmo de Swatch

De gauche à droite: Krystel Levasseur, Yves Levasseur et Andrée LevasseurPoussard de la bijouterie La Perle Rare

Véronique Dubé, journaliste pour le magazine Canadian Jeweller


CJ en français

Quelque chose de vieux,

quelque chose de neuf, quelque chose de prêté, quelque chose de bleu

Cette comptine traditionnelle anglaise porte sur le mariage et nous lui trouvons ici une voie parallèle. Vieux, neuf, prêté, bleu… Les derniers salons JCK Las Vegas et Couture étaient synonymes d’éclectisme, tout comme cette chanson. Bien évidemment, nous demeurons toujours ancrés dans le domaine de la bijouterie. Lors de l’événement, il y avait de tout, pour tous les goûts. Que vous soyez nostalgique des temps passés, conservateur ou encore à l’avant-garde, les exposants n’ont pas hésité une seconde à mélanger styles, matières et designs pour offrir aux acheteurs un choix inégalé. par Véronique Dubé

Le salon JCK Las Vegas, qui se tenait du 30 mai au 2 juin dernier, et le salon Couture, qui lui débutait une journée plus tôt, présentaient les produits des exposants en plus d’offrir des séances de réseautage et de formation. Pendant ces quatre jours, créations joaillières, inspirations et nouveautés défilaient sous nos yeux. Faire un choix parmi toute cette variété qui s’offrait est une tâche quasi impossible à accomplir. Par contre, relever ce qui a attiré notre attention est une mission tout à fait réalisable.


Quelque chose de vieux

BavnaD’emblée, revisitons le mot vieux. Parlons surtout de style ancien réinterprété.

Les bijoux Bavna nous ont attirés par leur design glamour. Lors de notre visite au salon Couture, nous avons découvert les pièces du designer haut de gamme. Principalement fabriquées en or 18 carats et ornées de pierres

précieuses d’une qualité irréprochable, les bijoux Bavna sont le complément idéal du style de vie moderne de la femme d’aujourd’hui. Des création d’une

finesse et d’une élégance exquises qui ont été portées par nulle autre que Halle Berry, Mariah Carey, Jennifer Lopez et Eva Mendes, pour ne nommer

que celles-là.

Quelque chose de neuf

Citizen Watch CompanyCitizen a lancé lors du dernier salon Baselworld de nouvelles montres, dont la Satellite Wave F100 pour homme et la Sunrise pour femme. La montre Satellite Wave, munie d’un boîtier de 45 mm et d’un bracelet en titane, possède un système de chronométrage par satellite et est alimentée par la technologie Eco-Drive de Citizen. De plus, elle possède un indicateur de niveau de la lumière en fonction de minuit à 6 h, indiquant la quantité de lumière reçue. Son prix de détail est de 2000$. La deuxième collection de montres, nommée Sunrise, présente un boîtier de 30 mm et offre diverses options quant aux modèles, soit or, argent ou deux tons. De plus, trois diamants flottants ornent la lunette de la montre. Ces montres seront aussi offertes en édition limitée, Citizen L, avec bracelets de cuir de cinq couleurs différentes. Le profit des quatre montres de chaque version produites servira à financer le programme musical Little Kids Rock d’écoles publiques. Bravo!

Boucles d’oreille en or rose 18 carats, pavés de diamants,diamants champagne, et tourmaline de Paraiba, par Bavna

À gauche: Eric Senftleben, vice-président planification et opérations, Citizen Watch Company of Canada.À droite: Kevin Kaye, président, Citizen Watch Company of Canada.


CJ en français

Le thème des perles nous est apparu comme un des plus sensés, puisque les perles sont souvent des bijoux qui se transmettent de génération en généra-tion. Intemporelles, elles se portent aussi bien seules qu’accompagnées de diamants, que ce soit aux oreilles, au cou ou au poignet. Ici, le créateur Vincent Peach, originaire de Nashville au Tennessee, nous propose des pièces d’une originalité et d’un raffinement sans égal. Inspiré par le domaine équestre, la nature, les pierres – dont les turquoises et les quartz –, les perles sont montées sur des fils et des lanières de cuir ou de l’argent. Le boho chic à son meilleur!

Quelque chose de prêté

Vincent Peach

Quelque chose de bleu

StullerMise en nomination pour les prix d’innovation dans la catégorie platine, cette bague spectaculaire par sa structure imposante, incrustée de diamants et surmontée d’une aigue-marine, n’a peut-être pas remporté de prix – le jonc conçu par Stuller en platine et ébène serti de diamants a toutefois remporté un honneur –, mais elle a su conquérir bien des cœurs. Commandité par JKC et la guilde Platinum Guild International, on invitait les gens à voter par message texte afin de déterminer les gagnants des diverses catégories.

Alors, que ce soit pour préparer les commandes des fêtes, se renseigner sur les nouvelles et être au courant des faits saillants de l’industries; que vous penchiez pour le style classique, bohémien, ou que le glamour vous fasse chavirer, Las Vegas et ses salons nous auront une fois de plus démontré que le monde de la bijouterie sait s’adapter. Et dans un contexte en perpétuel changement, on ose, on rêve et surtout, on donne libre cours à ces « quatre quelque chose ». CJ

Collier de diamants Eternitypar Vincent Peach. Cuir, perlesde Tahiti, et pavé de diamantssertis dans l’argent sterling

Boucles d’oreille en diamants Seaplicity,par Vincent Peach. Argent sterling, cuir,

pavé de diamants sertis dans l’argentsterling et perles d’eau douce

Bague en platine, ornée de diamants et d’une aigue-marine, par Stuller

Jonc en platine, ébène et diamants, par Stuller


Company Profile BFLY:The Magic of

an InspirationThe jewellery market today is extremely

saturated but that never stopped BFLY from paving their way straight to success.

This brand found a niche market and conquered it.

by Irina Lytchak

TODAY’S CONSUMERS HAVE ACCESS to an endless range of jewellery pieces. The selection is truly vast and offers practically anything the mind can think of. But there are still a number of brands that are able to stand apart from the rest and they do so by offering products that are unique and exclusive.

Stéphane Lavoie knew that he needed to zero in on a segment of the market that wasn’t oversaturated with already existing product. Not only did the team behind BFLY choose to focus on creating jewellery pieces specifically for children but the main goal was to create the jewellery that was the best of its kind. And today, it comes as no surprise that the brand has earned a reputation of being a leader in the children’s jewellery and watch market across North America.

The BFLY brand originated back in 2000 from an inspiration of the patent-ed butterfly cut that Lavoie’s uncle Guy Couture had just developed.

“We made a partnership between myself, my uncle and his son, Elie Cou-ture, and the three of us started the company,” explains Lavoie, who is the president at BFLY today. “Our objective was to put the butterfly cut every-where, so this is why we decided to create collections specifically for kids. And now I have two little girls and my associate has three little boys, which became another factor for why we are focusing on kids.”

As the individual responsible for the brand’s marketing direction and major growth projects, Lavoie is focused on selling to the mothers but also develop-ing inspiring stories for the children with his business partner Elie.

“The real target is the child because we want to inspire them,” says Lavoie. “But we want to speak with the mothers also and tell them that we have in-spiring products for their child.”

According to Lavoie, BFLY is shooting for the starts and has set its sights on being the “Canadian DISNEY” company. And with values like passion, creativity, and optimism, the brand is moving in the right direction, especially since it has steps to expand beyond just creating jewellery and venturing into the book and gift industries.

Creating magicBFLY’s jewellery designs stem from the idea of the positive butterfly effect and that small acts can often make a very large difference in a child’s life. The brand markets five signature colours that stand for a specific step on the road toward personal development: purple signifies dreams, white is for self-con-fidence, blue stands for action, pink is all about optimism and fuchsia is for perseverance.

Not only is there a wide collection of colours to choose from, but the con-sumer can also opt for various cuts of stone, including the butterfly cut, which symbolizes birth and transformation, the flower cut, which is about a child’s growth, and the star cut, which stands for the dream and is the brand’s first collection for boys. Bstar is available in blue, red and white and has been specifically designed for babies and boys up to seven years of age.

The company is also proud to say that all of its gold collections along with several silver pieces are made in Canada and come with a lifetime warranty.

Elie and Stéphane, authors of the BFLY books

Optifly plush


Staying innovativeIt’s refreshing to see a brand that thinks outside of the box and that’s exactly what BFLY has done by venturing into the territory of producing books and gifts for children. The brand’s two new book series, MY BUTTERFLY-GUIDE forages three to six, and AKINNA & NIKO for ages five to 10, were created using each one of the five symbolic colours in order to help children learn and discover their dreams.

“At the beginning, our objective was to develop nice collections for kids but as we continue to grow as a company, we would like to do more for them,” explains Lavoie. “We really wanted to inspire the children and that’s why we created these books – they help us connect with them and allow us to offer empowering messages, products and actions.”

BFLY also boasts a line of plush toys, figurines and digital watches.“What I love doing the most is developing concepts and creating great col-

lections and products. We’re not going to develop a new product if we don’t think we can bring in a new idea to this product. For example, in our books, we have invented a new way to read them. There are two ways to read them depending on the child’s age. They can choose to only read the bold text or the entire story. These are the kinds of improvements that we’re trying to add to our creations.”

On the horizonLavoie discloses that the company has many new and exciting projects coming up in the near future, one of which is a clothing collection set to roll out in 2015.

In addition to producing more toys and books, BFLY plans on developing a TV series specifically for children and has its sights set on a long animated movie in a few years’ time.

With a goal of becoming one of the top brand for kids worldwide, BFLY is concurring this large world for tiny tots and is always on the lookout for inno-vative ways of how to keep kids engaged.

“We don’t want to be like other companies,” says Lavoie. “We always want to bring something special. We are really there to inspire kids, not only sell products.” CJ

1. Akinna figurine2. Niko watch3. Bstar display4. BFLY kids' earrings with July birthstone5. Akinna & Niko book6. Akinna & Niko display

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Feature

From JCK Las Vegas 2014 to youTHIS YEAR’S SHOW STARTED OFF ON A HIGH NOTE since show organizer ReedExpo reported a seven per cent increase in preregistration. Running from May 30 to June 2 at the Mandalay Bay Resort and Convention Center, the exhibit was busy as ever, boasting many new trends and exceptional designs.

During the Couture Show, held at the Wynn Las Vegas from May 29 to June 2, exhibitors like Gemfields, Chimento, Ivanka Trump, Antonini, Hera, Roberto Coin, 1884 and Stephen Webster showed off an array of luxurious pieces featuring rose gold, amethysts, diamonds and emeralds. We had a chance to personally sit down with TW Steel’s CEO Jordy Cobelens who took us through the brand’s latest pieces and unveiled new marketing initiatives.

JCK Las Vegas boasted a strong Canadian presence, including Giovanni Vaccaro of Beverly Hills Jewellers, Claude Thibaudeau Montreal, Malo Creations, Martin Ross Group, JSN Jewellery Inc., JewelPop Inc., Bcouture, Nishi Pearls – Canadian Gem Inc., Metalsmiths Sterling, and PAJ/ELLE Time & Jewelry to name just a few.

We had the opportunity to hear Jesper Nielsen’s story – the man behind rising star Endless Jewelry and mega brand Pandora. We also met with Yehouda Saketkhou, the mastermind of Yael Designs; Zaven Ghanimian, marketing director for the renowned Simon G brand; Alberto Petochi, president of 1884 Collection; and Hera Arkarakas of Designs by Hera. CJ

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1. Victorinox Swiss Army 43mm Dive Master 500 with ETA 2894-2 mechanical self winding movement 2. Endless Jewelry white and green leather bracelets with sterling silver charms


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1. Beverly Hills Jewellers platinum engagement ring with cushion cut fancy yellow diamond 2. Bcouture multi-stone bracelet with amethyst and lime quartz, $1,015 3. ELLE Jewelry “Halo” Collection genine blue lapis CZ bracelet, $329 4. Overnight Mountings Inside Out Hoops available in gold and diamond or silver and CZ 5. Kameleon Jewelry® sterling silver and CZ rings with interchangeable JewelPops®, rings $99 & $69; JewelPops $19 to $54


Feature

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1. MCL Design (Matthew Campbell Laurenza) pave lace drop earrings in black rhodium plated sterling silver with sapphires and blue topaz 2. Stuller Inc. stackable bands 3. Philip Stein horizon red and rose gold strap bracelet 4. Yael “Serendipity” ring with white gold, white diamonds and green emeralds 5. Antonini Milano black rhodium earrings with Australian pearls and diamonds 6. Le Vian Red Carpet Collection long links earrings featuring 18k trio of “honey gold,” “strawberry gold,” and “vanilla gold” 7. Frederic Duclos potpourri gemstone necklace with amazonite, chalcedony, blue aventurine and amethyst


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8. 1884 Collection Burano ring with iridescent coloured titanium and 18k rose gold 9. Effy Rosa Collection 14k rose gold, diamond, and lead/glass filled ruby necklace10. 88 Rue du Phone Double 8 Origin Collection 45mm chrono watch 11. Bedat & CO Geneve No 3 Collection watch featuring a “tonneau” shape 12. Chamilia Spring/Summer2014 Collection bracelet featuring Jeweled Collection and the Limited Edition Patriot Pop charms and beads 13. Marina B for Gemfields PNEU emerald earrings14. Bohemme Harmour rings with pink 18k gold and diamonds


Feature

AS WITH ALL THINGS BRIGHT AND BEAUTIFUL, there are eventually polit-ical rami�cations to consider. We’ve all heard of con�ict diamonds or blood diamonds – diamonds that were mined from a war zone and then sold to �nance an insurgency, invading armies, or the illegal activities of a warlord. Many of these diamonds come from places like Sierra Leone, Angola, and Cote d’Ivoire. As a result, the World Diamond Congress in July 2000 estab-lished a resolution in order to curb the in�ux of these diamonds by strengthen-ing the industry’s ability to block their sale.

One of the arguable offshoots of the political rami�cations of blood dia-monds has been the fairly recent introduction of “synthetic” or lab-grown diamonds. These diamonds are virtually indistinguishable from the real thing.

Jay Bhatt, a Houston Texas based diamond expert has been in the industry for over ten years. An expert diamond sorter working for a prominent diamond manufacturer in New York before moving to Houston as territory manager, Bhatt has been on the forefront of the client interface by communicating with customers about the nature of their loose diamond demands.

One might think that as a diamond expert, Bhatt’s expertise is �rmly en-sconced in and limited to the standard three C’s of diamonds – colour, cut and clarity. But upon speaking with him, you will �nd a man who is passionate about the allure diamonds have come to represent throughout their history.

“The value one �nds in a diamond does have an enormous amount to do with the three C’s, but that is only part of the equation,” he explains.

Bhatt says that from the time laboratory-grown diamonds have been in existence (since the 1950’s), there has been an uptick in the number of syn-

There was a time when the odds of �nding diamonds in Canada weren’t any better than laying down good money on a blackjack table in Las Vegas. The country now ranks in the top 3 diamond producing countries in the world.

by Bretton B. Holmes

The real thing

064-065.CJ DiamondDetection.indd 64 2014-07-31 10:16 AM


thetic diamonds entering the marketplace, essentially being ‘mixed in’ with real diamonds. According to Bhatt, this trend poses a problem saying, “Trust has become everyone’s watchword. It is important for brokers and consum-ers alike to know where the stone came from and the manner in which it was attained. Lab-grown diamonds have risen in popularity somewhat as a result because they are completely devoid of any conflict status.”

Enter the conscientious, politically correct diamond buyer who seeks to avoid an otherwise “sullied” diamond for their significant other. They start thinking that perhaps, a lab-grown diamond might be the better, safer choice. They find out the cost of the lab-grown diamond is approximately 25 per cent below the cost of a real diamond. They think, “Great! It’s cheaper and I don’t have to worry about where the diamond came from.”

Then it happens. The buyer begins to envision their significant other showing it off to friends all the while knowing it isn’t a “real” diamond. What if she takes the diamond in and has it appraised and she’s told it was grown in a lab?

Bhatt says that the above scenario is the exact source of a diamond’s inher-ent value.

“It’s the emotional sentiment associated with the stone that ultimately has a direct connection to the price,” says Bhatt. “The better the quality of the diamond, the higher the cost, but moreover it is the emotional sentiment that determines cost. Real versus synthetic can and does play a part in that sentiment.”

While lab-grown diamonds are devoid of negative political implications as to their source, Bhatt says that they can, over time, reduce the value of

real diamonds when they are inadvertently or purposefully mixed in with real thing. The trend over the last decade for diamond wholesalers is an increased focus on reputability, that is, only dealing with diamonds that they are certain are real. This is where things can get a bit more complicated because to the untrained eye, there is virtually no difference in the chemical composition of a lab-grown diamond and the real thing.

“There are certain characteristics that an expert diamond sorter can assess that won’t be picked up by other testing,” says Bhatt. “Things such as what type of tool was used to cut the diamond, the type of polishing, and whether or not the diamond was ‘superheated’ to remove minute flecks of carbon on the inside, what the visual properties of the carbon are, and studying the nature of the inclusions of a synthetic diamond that give an outline of its growth process. Applying UV fluorescence testing can also enable determining the nature and properties of the crystalline defects in such diamonds. Diamonds synthesized by High Pressure High Temperature (HPHT) methods usually have a diffusion of ferrous, or nickel inclusions that may endow them with greater magnetism compared to natural diamonds.”

So ultimately, the real nature of a diamond’s value comes not only from what you are buying, but why you’re making the purchase. Now more than ever, diamond consumers are factoring in every consideration when it comes to the diamonds they are purchasing. Will this trend have an impact on the diamond industry? Bhatt believes the market will win out. “The fact is, people love diamonds because of what they represent, and I don’t see that ever changing.” CJ

“Its hard to be a diamond in a rhinestone world.” – Dolly Parton


Feature

Andree ChenierToronto, ON New Graduate, George Brown College“My desire to capture a special moment in a phys-ical form has made me curious about working in three dimensions. Experimenting with sculpting along with my love of working in a small scale has brought me to jewellery making. In addition to deco-rating the body, jewellery pieces are to me like small mementos you can keep close to you all day long.”

Haleh SaffariToronto, ON 3rd Year, George Brown College“Designing a unique piece of art that combines language, history, traditions, cultures, is what draws my creativity towards the jewellery industry. I am very passionate to practice and improve m y skills to create colorful conceptual art jewellery designs. Beauty lies in art industry, and I am very eager to represent it through jewellery crafts.”

Joanna MaderToronto, ON 2nd Year, George Brown College“I have been passionate about jewellery since a young age because of my aunt’s in�uence. Most of my work is inspired from my quirky interests and is done by trying things out and seeing where it takes me. I want to create beautiful things that will be enjoyed and appreciated by everyone.”

Hanna KoToronto, ON 4th Year, Ontario College of Art and Design University“Love is something invisible to eyes, but it is cer-tainly an essential food to our soul that everyone is craving for, even when they don’t realize that they do. My work is based on expressing the love energy in my own de�nition, and applies through abstract forms of love gestures. My goal is to design love, with what I love.”

THE INITIAL GOAL of the Vaccaro Family Scholarship program back in 2013 was to attract young individuals with an unrelenting passion for creating jewel-lery and a drive to succeed in the industry.

This year, the initiative has received 12 entries from jewellery design and metalsmithing programs across Canada. The pieces submitted will be on display at the upcoming CJ Expos exhibits in Toronto and Edmonton and attending retailers will be able to vote on and select the winner. The winner will receive $3,000 and will be invited to attend the Jewellers Ball in Novem-ber for a formal announcement. An additional $1,000 will go to the winner’s accrediting institution.

The following are the Vaccaro Family Scholarship 2014 �nalists!

In 2013, Beverly Hills Jewellers and CJ Expos teamed up to announce the creation of a scholarship for outstanding jewellery students – the Vaccaro Family Scholarship. Now in its inaugural year, the competition is in full swing with entries pouring in from across the country.

Rewarding PASSION

by Irina Lytchak

Greg Merrall of Georgian College, Giovanni Vaccaro of Beverly Hills Jewellers, Phil Payne of CJ Expos and Garnet Irving of CJ Expos

066-067.CJ Scholarship.indd 66 2014-07-30 11:15 AM


Kesha FrankOttawa, ON 3rd Year, George Brown CollegeKesha Frank draws her inspiration, style and aesthetic form the natural world. She enjoys the transformation of 2D materials and sketches into 3D jewellery pieces. The jewellery industry provides Kesha with the op-portunity to explore jewellery as a form of expression, allowing her to sculpt metal into wearable art.

Wei Zhou Shanghai, China New Graduate, George Brown College“I’m always passionate about colour, design and handcraft. And I enjoy the entire process of making jewellery. You start with a concept, develop it, get input from others, and keep testing and re�ning it until you’re satis�ed with the �nal product. Making every piece of my jewellery unique is my all time pursuance.”

Tynessa WaltersToronto, ON New Graduate, George Brown College“I have always been drawn to miniatures, gems, and the adornment of the human body. Combine this with a creative desire to learn how to work with metal, and jewellery was a natural �t.”

Fiona Maclean Courtenay, BC 1st Year, Vancouver Community College“I have always loved jewellery ever since I was a little girl but I can’t think of any other profession that would allow me to make beautiful objects that can be used and seen every day and at the same time to be mean-ingful or symbolic to their owners. The intense con-nection to the materials and the tools and the basic elements like �re, stone and metal give me a connec-tion to the organic world that de�es description.”

Kirsty Brown Toronto, ON 3rd Year, George Brown College“Having traveled extensively since a child, my experi-ence of various cultures and philosophies of art stim-ulated my love for design and jewellery. This passion, personi�ed in my European heritage and exposure to historical and modern arts, has given me an appreci-ation of the skills of traditional craftsmen.”

Elena Parrilla Toronto, ON 2nd Year, George Brown College“A piece of jewellery is a perfect message of creativity and craftsmanship. Jewellery is a wearable piece of art when it is worn with pride and joy; it enhances the beauty of the person. I am passionate about the cre-ations of wearable art, in�uenced with design of past cultures and creating new pieces for present time.”

Candice Fraser Smithers, BC New Graduate, George Brown College“I am constantly researching and inspired by dif-ferent eras of history and mathematics. I focus on the importance of numbers and proportions and connect them to the human body. The wearer of my work becomes a part of the story by being the link between our past and present.”

Prisilla Hui Toronto, ON 3rd Year, Ontario College of Art and Design University“I have always been passionate about gemstones and jewellery since elementary and knew even at that time jewellery designing was what I absolutely wanted to do. What draws my creativity is all the intricate details and philosophies of life through my observations, living in the present and capturing the beautiful moments such as a kind smile or the love from the people who matter to me most.”

066-067.CJ Scholarship.indd 67 2014-07-30 11:16 AM

Feature


Your Guide to Expo

Prestige 2014

Location:Palais de Congrès de Montréal(Montreal Convention Center)

201, Viger Avenue WestMontreal, QB H2Z 1X7

Dates & times:Sunday, August 24 – 10 a.m. to 7 p.m. Monday, August 25 – 10 a.m. to 6 p.m.

Tuesday, August 26 – 10 a.m. to 3 p.m.

It’s the 44th edition of the Montreal Expo Prestige and the Canadian jewellery and watch industry is looking to see what the three-day showcase has to offer this year. It’s also the perfect opportunity for jewellers to stock up on the latest designs right before the busy holiday season.

Quebec Jewellers’ CorporationExpo Prestige is organized by the Quebec Jewellers’ Corporation (QJC), an organization that offers jewellers across Quebec the services they need in order to succeed in this industry. Members of the QJC are eligible for services like suggested price lists, accident insurance, security program, pamphlets and certification. The corporation also provides technical seminars and theoretical courses on jewellery, a professional library and employment assistance within the industry.


SOCIETY2(X)1ST3D SystemsA.P.M. MonacoA.R.Z. CrystalsA.R.Z. SteelAdler Inc. VALENTEAdoraAffordable CreationsAgathe LamontagneAgence de vente Annie CharleboisAmen BraceletAmore & BaciAnne KleinArbeArctic Fox ™ Anti Tarnish SilverAréliAréli DesignAréli LtéeArezzoArezzo Group Inc.Augusta De Carolis BraceletsBasal DiamondBasal Diamond / Polar Ice DiamondsBcoutureBcouture CollectionsBcouture KeepsakeBDBegliBella BabyBella Gold CollectionBella Huggies GoldBella Huggies SilverBenjamin JacquesBest BargainsBest BuiltBeverly Hills Jewellers Mfg. LtdBFlyBijouterie Almar Inc.Bijouterie J. Ifrah LtéeBijouteries du QuébecBijoux Inox Jewellery Canada Inc.BKJ CanadaBoudiccaBrin D’AmourButter�y Gem Collection Inc.Butter�y ™ Recycled Precious MetalsCadrans Émaillésfaits à la mainCanadian Jeweller, EVERCasioCastaldo

CBE Inc.CFM Production Ltd. / MadaniChristine Philippe Québec BijouxChrysalisClassiqueCobalt ChromoCohlerCollection MBSCollection Papillon Gemme Inc./B�yColors of your LifeComete GioielliConnoisseursContinental GeneveContinental Pearl Canada Inc.Corona Jewellery CompanyCréation Le Grenier Ltée./Ethan StarsCréations GiloCréations Malo Inc.Crime Prevention ProgramCurrencyDanish DesignDegussaDelmarDesign ArgentoDiamants en fêteDiane BalitDisney IngersollDivaDolce GioielliDWSÉcole de Gemmologie de MontréalEGL USA BridalsELLE Girl WatchesELLE Homme WatchesELLE Time and JewelryElmaEmbix Cie D’Importation de MontresEndlessEnvision TecEscaEthan StarsEton Mens CollectionEugene Gem, Inc.European Design Jewellery Ltd.FendiFilaFiori Fiori Canada Inc.First Jewelry LimitedFive Star GoldFlica Flica Inc.ForedomForever - Match-Set™French ConnectionGalloni

GemDropsGemoroGempremiumGenius Canadian Diamond CollectionGenius Diamond Ltd.Gilo CréationsGold & Silver House Ltd.Gravure Atlantic LtéeGrobetGroupe A&AGroupe Courchesne / Connoisseurs/ZinziGroupe IfrahGuy Laroche MenGuy Laroche WomenHera’zHirschI am CanadianIce 925Icemark DiamondsIkoheImage Design Jewellery Inc.In�nity TitaniumInoxInterchicInvicta WatchItal Can Inc.Italgem Steel Italgem Steel GroupItalgem TungstenJAA Silver GemsJacques BenjaminJewellers Vigilance CanadaJewellery BusinessJewelpop Inc.Jewels by AnitaJosh Hollande BijouxJust CavalliKainamKameleon JewelleryKarat Sterling ™ Sterling Silver GrainKerrKin Chong Gems & Jewellery (Canada) Inc.Lady DreamLaser Welder Evo, OrotigLaser Writer Series, OrotigLivingstone Jewelry Co. Inc.LokÜs, Bagues de Phalange /Midi RingsLorexLotus Jewellery LtdLove Mates Bridal CollectionLunicaMabensa Inc.MadaniMajestikMaple Leaf Diamonds

Marc CoblenMardiniMasakoMaseratiMen’s by AagaardMi. MonedaMichel HerbelinMirageMiss MimiMJ Wilman, Inc.Mon Premier DiamantMonnaie Royale CanadienneMontre InvictaMontres Diane BalitMontres ÉmaillésMontres LotusMontres Lotus CanadaMy First DiamondNeosNes Montréal BijouxNomination ItalyNona ArgentObakuOps ObjectsOrca ™ Bonded Rings and TubeOttimo Créations Inc.PAJ Canada / ELLE Time & JewelryParagemsPendentifs PulsionPepetoolsPersonaPesaventoPlatilite ™ Sterling Silver GrainPlatinet ™ Sterling Silver GrainPolar Ice DiamondsPolice JewelleryPolice WatchesPrestige & Fancy Fine Packaging / Embal-lages Raf�nésPrincessPromo Inc.Puk QuatroRansom & RandolphReady Stock ™Re-De�ned ™ Enviromentally ResponsibleRMR Inc.RNB JewelleryRodania Canada Inc.Rodania MysteryRodania Swiss ChicRomanceRoyal Canadian MintSassounian Mtl., Inc. Tools and SuppliesShiny JewellersSilgoldSilver & Co. Inc.Sindbad Inc.SismaSissiSK DiamondsSolusSothilSpeedometer Of�cialSterlium ™ Sterling Silver GrainStorm LondonStoryStuller Inc.Swiss TraditionSylvéa ItalyT.W. SteelTamarTech-Émotion Inc.TenoU-BoatUltimate CeramicUmicore Precious Metals Canada Inc.United Precious Metal Re�ning Inc.ValenteVince CamutoVivienne WestwoodVogue Jewellery DesignWelderZeghani by SimonZinziZòr

Floor Plan

Exibitors

068-069.CJ-ExpoPrestige.indd 69 2014-07-30 1:54 PM


Feature

Your Guide to CJ Expo

Toronto

Location:Metro Toronto Convention Centre

255 Front Street WestNorth Building

Toronto, ON M5V 2W6

Dates & times:Sunday, August 10 – 10 a.m. to 6 p.m. Monday, August 11 – 10 a.m. to 6 p.m. Tuesday, August 12 – 10 a.m. to 4 p.m.


Special Events and Features Opening Night Reception Held at the prestigious Ritz-Carlton DEQ Terrace on August 10 at 6 p.m., the “Opening Night Welcoming Gathering” is an opportunity for attendees and ex-hibitors to strengthen industry ties as well as enjoy complimentary appetizers and beverages on behalf of CJ Expos and Beverly Hills Jewellers.

Opening Day Ice Cream SK Diamonds is treating everyone attending the show to a complimentary ice cream on opening day. Enjoy a refreshing treat from 1 p.m. to 4 p.m. while viewing this year’s jewellery trends.

Attend and WinAll you have to do is attend this year’s show for a chance to win one of many daily draw prizes as well as the cruise for two from Tahiti grand prize on behalf on the five star cruise liner Paul Gauguin. The draws will be made on Tuesday, August 12 at 1:30 p.m.

Lunch and Learn Educational SessionsOn Sunday, August 10 and Monday, August 11, all jewellery retailers and exhibitors are welcome to attend three informational sessions at 12 p.m. while enjoying complimentary sandwiches and beverages.

12 p.m. – Top 10 Mistakes in Jewellery Displays and How to Remedy Them presented by Larry Johnston

Johnson is the CEO of Larry Johnson Consulting Services in Colleyville, Texas and his group works with independent jewellers around the world to improve their profits by more effective presentation of their merchandise. His team is affiliated with the EDGE Retail Academy. Johnston is a regular contributor to Canadian Jeweller Magazine.

12:40 p.m. to 1:20 p.m. – Understanding Jewellery Crime Trends in Canada presented by David Sexton of Jewelers Mutual Insurance CompanySexton is Vice President of Loss Prevention at Jewelers Mutual Insurance Company headquartered in Neenah, Wisconsin. Discover how you can combat changing crime-related threats, so the only trends you lose sleep over are the latest designer styles. Jewelers Mutual is the only insurance company in the U.S. and Canada that specializes exclusively in protecting the jewellery industry and individuals’ jewellery.

1:20 p.m. to 2 p.m. – Social Media Marketing - Improve Your Online Presence presented by Ryan Holtz Holtz is an internationally recognized marketer who is a trainer, public speak-er and marketing consultant specializing in automotive, real estate and retail, including jewellery. He will demonstrate the development of Facebook, Twitter and other tools to improve your business image and sales.

MyelMyriam Elie is the designer and creator of the beautiful jewellery pieces that define Myel. First launched in 2013, every piece under the Myel brand tells a story and acts as a vehicle for Elie to express her passion for art and her fascination for the past.

Nimbark JewelleryCreated by jewellery aficionado Sangita Birla, Nimbark is a line of jewellery that’s inspired by her many travels to Europe. Her designs are intricate, bold and artistic and she sees jewellery as an extension of the women that wear it. Birla comes from a professional work-ing class background and believes that every woman should have access to her distinctive designs.

Ollie NobleKelly Casey, director for Ollie Noble, loves to travel the globe in order to hand pick silversmiths and goldsmiths who excel in their craft. Her designs are inspired by the places that she visits or she purchases already-made collec-tions based on their quality, design, and ease of wear.

DesignerSpotlight


Brand Spotlight

Beverly Hills Jewellers 18k white gold pendant

Best Bargains Jewels by Anita CollectionTahitian pearlearrings set in 14k white andyellow gold with white diamonds

Lotus Watches

ExhibitorsA.V. DIAMONDSACCESS SECURITY AFFORDABLE CREATIONSALMAR AMERICA’S GOLDAMERICA’S SILVER ANNE KLEINAREZZOARIA JEWELRY BAMIYAN SILVER BEST BARGAINSBEVERLY HILLS JEWELLERSBK JEWELLERYCANADIAN JEWELLERS ASSOCIATIONCANADIAN JEWELLER MAGAZINECONTINENTAL GENEVECONTINENTAL PEARLDANISH DESIGN WATCHESDELMARDISNEY-INGERSOLLDONG LONG JU CO LTDEMIXETERNAL TREASURES FILA FINANCEITGEMSPARKLE/PRAKASH JEWELS INCGENERAL REFINING AND SMELTING CORPGEORGE BROWN COLLEGE GEORGIAN COLLEGE GOLD & DIAMOND HOUSTONGOLD & SILVER HOUSEGOLDSTAR INDEPENDENTHANDY & HARMAN REFININGITALCAN

JEWELLERS MUTUAL INSURANCE JEWELLERS VIGILANCE CANADA (JVC)JEWELLERY BUSINESS MAGAZINEJEWELLERY LANDJOHN’S WHOLESALEJUST CAVALLIKENTIA JEWELRYKIN CHONG GEMS & JEWELLERY (CANADA) INCKORITE INTERNATIONAL LEGRAND JEWELLERYLIVINGSTONE JEWELRY CO INCLOMAR INTERNATIONAL LOTUS WATCHLOW COST LUXURY MASERATIMIRA STYLE MYEL DESIGN NIMBARK JEWELSNOBLE GIFT PACKAGINGOLLIE NOBLE LTDPALAK DIAM INCPRESTIGE FANCY PAK INCRITONESK DIAMONDSSOLUS WATCHES SONETTE JEWELRY STANDOUT DESIGNSSTORM LONDONTAI SENG & COVINCE CAMUTOVIVIAN JEWELRYVIVIAN WESTWOODZACK’S FINE JEWELRY ZEGHANI BY SIMON G

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Please note: CJ Expos is not providing booth numbers this year, as they may not be accurate by the time the show opens. Booth assignments will be available in the show guide provided at the registration desk.

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Feature

Your Guide to CJ Expo Edmonton

Location:Shaw Conference Centre

9797 Jasper Avenue, Hall B & C Edmonton, AB T5J 1N9

Dates & times:Friday, August 15 - 10 a.m. to 6 p.m.

Saturday, August 16 – 10 a.m. to 6 p.m. Sunday, August 17 – 10 a.m. to 4 p.m.

074-075.Edmonton-Expo.indd 74 2014-07-30 2:04 PM


Special Events and Features Opening Night Reception After wrapping up your � rst day at the show, join CJ Expos and Beverly Hills Jewellers at the Shaw Conference Centre - Hall D Balcony for the “Opening Night Welcoming Gathering” starting at 6 p.m. The night will be � lled with the friendly faces of fellow industry members and complimentary appetizers and beverages.

Attend and Win Just by being at this year’s Edmonton show you have a chance to win one of many daily draw prizes and the cruise for two from Barbados grand prize on the Wind Star sailing ship. The draws will be made on Sunday, August 17 at 1:30 p.m.

Corona LoungeAttendees are invited to join Corona Jewellery Company at the brand’s spa-cious new booth in order to check out the new products and enjoy a selection of foods and beverages.

Corona Jewellery is pleased to announce that in celebration of their 55th anniversary, their presence at this year’s CJ Expos Edmonton will be larger and more exciting than ever before. By tripling the presentation space to 1,500 square feet, they will be able to present customers with a unique and wonderful experience.

This year’s show will also mark the introduction of the Maple Leaf Diamonds Boutique on the show � oor. In line with Corona’s commitment to its retail partners, the boutique is designed to take the consumer experience to a whole new level. Along with the boutique, Corona will also be showcasing amazing, one-of-a-kind Maple Leaf Diamond creations, including an award winning set called the “Big Wave” that includes Maple Leaf Diamonds and Tahitian pearls, created by Nishi Pearls Brand Director, Philip Bouasse.

Prior to the show, on August 14, industry veteran Jon Phillips will lead a seminar on Canadian diamonds, including a brief history on the Maple Leaf Diamonds brand. The invitation-only seminar will be held from 2 p.m. to 4 p.m. in one of the Convention Centre’s ballrooms. Please contact your Corona sales representative for more information and to reserve space for you and your staff.

On opening night, Corona will host its annual cocktail and dinner party on the terrace of the Marriott Hotel from 7 p.m. to 12 a.m.

Coffee and Juice Bar Sponsored by The Martin Ross Group and Master Design, the coffee and juice bar is located in the Shaw Conference Centre foyer near the main CJ Expos registration desk and entrance. All attnedees are invited to stop by for a cup of freshly brewed Starbucks coffee or a glass of chilled fruit juice. The bar will be open from 9:45 a.m. to 11 a.m. daily.

Daily Ice Cream Cart The Canadian Jewellers Association is inviting everyone to stop by its booth and enjoy a complimentary ice cream on Friday and Saturday from 1 p.m. to 4 p.m. and Sunday from 11 a.m. to 2 p.m.

Connect for Success Education DayOn August 14 at 12 p.m. all jewellery retailers and exhibitors are welcome to attend an engaging and informational afternoon at the conference centre, which will include lunch and a BBQ after the event. The � rst 50 attendees will receive a special gift bag, compliments of the exhibitors.

12 p.m. Lunch

12:30 p.m. to 4:45 p.m. Speaker presentations

4:45 p.m. to 5:30 p.m. Round Table Discussions

5:30 p.m. to 7 p.m.Reception

Speaker presentations

12:30 p.m.Top 10 Mistakes in Jewellery Displays and How to Remedy Them presented by Larry Johnston

1:30 p.m.Understanding Jewellery Crime Trends in Canada presented by David Sexton of Jewelers Mutual Insurance Company

2:45 p.m.Trends 2015 – An Engaging Panel Discussion presented by Lilian Jensen and Irina Lytchak

Lillian Jensen trained as a sculptor at the Vancouver School of Art and this led her to jewellery courses, a goldsmith apprenticeship and GIA certi� cations in Diamonds, Colored Stones and Merchandising. Since 1988, she has been an associate with Customgold Manufacturing in Vancouver - a trade shop known for � ne quality handmade jewellery and its unique production line.

Irina Lytchak is the Managing Editor for Canadian Jeweller Magazine – a role that’s fuelled by her enthusiasm and passion for the industry as well as a hunger for new knowledge. During her time at Rive Gauche Media, she has covered a broad range of subjects including everything from world news, health, � nance and pharmaceuticals to fashion, jewellery, home décor and entertainment.

3:45 p.m.Social Media Marketing - Improve Your Business Image and Sales presented by Ryan Holtz

Attendees are invited to join Corona Jewellery Company at the brand’s spa-



Exhibitors

Floor Plan

925 SOLUTIONSAFFORDABLE CREATIONSALMAR AMERICA’S GOLDAMERICA’S SILVER ANNE KLEINARTIAIAN DIAMONDSB & S (CANADA) INCBELL DIAMONDSBEST BARGAINSBEVERLY HILLS JEWELLERSBK JEWELLERYC.B.E. INCCADORYNCANADIAN JEWELLERS ASSOCIATIONCANADIAN JEWELLERY BUYING GROUP CANADIAN JEWELLER MAGAZINE CANADIAN ROCKS CLARIUM FRAUDCONTINENTIAL PEARL CORONACREATIVE CADWORKSCUSTOMGOLD/COURTNEY GOLDDANISH DESIGN WATCHESDELMARDISNEYELLE TIME & JEWELRY / PAJ CANADAEMBIXEMPRESS

EUROPEAN DESIGN JEWELLERY LTDFILA FOSSILG.V. DESIGNGEM CONNECTIONGEMSPARKLE LTD/PRAASH JEWELS INCGENERAL REFINING & SMELTING CORPGENIUS DIAMONDGOLD STAR GREENWOOD GENERAL INSURHOUSE OF JEWELLERYIMAGE DESIGN JEWELLERY INCINOX JEWELLERY CANADAJ.W. HISTED DIAMONDS/J.W. FINDINGS & STONESJAA SILVER JEWELSJEWELERS MUTUAL INSURANCE COMPANYJEWELHOUSE CANADAJEWELLERS VIGILANCE CANADA (JVC)JEWELLERY BUSINESS MAGAZINEJOHN’S WHOLESALE JEWELLERY KARAT IMPORTS LTDKEITH JACKKIN CHONG GEMS & JEWELLERY (CANADA) INCKORITE INTERNATIONAL LIVINGSTONE JEWELRY CO, INCMADANIMASERATIMASTER DESIGN

MDL DIAMONDSMJ WILMAN INCNOBLE GIFT PACKAGING OFER MIZRAHI DIAMONDSPARAGEMSPMG MARKETING INCPREMIER PEARLR.M.R.REMBRANDT CHARMSRODANIA CANADAROUSSEAU CHAIN LTD.SILVERMAN CHAPMAN REESESINDBAD INCSK DIAMONDSSOLUS WATCHESSPECTRUM IMPORTS INCSTANDOUT DESIGNSTORM LONDONSTUDIO PINKTECIMER JEWELLERY LTD.UNITED PRECIOUS METALS V & H JEWELRY INC.VAN DAN ASSOCIATES INCVINCE CAMUTOVIVIAN WESTWOOD WINGENBACK INCZEGHANI BY SIMON

Please note: CJ Expos is not providing booth numbers this year, as they may not be accurate by the time the show opens. Booth assignments will be available in the show guide provided at the registration desk.

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New Generation

A family AFFAIRThe secret to reviving a family business lies in bringing a fresh perspective to the table and that’s exactly what these younger generations have done.by Maya Akbay

Gordon, Sharon, and Mike Lawlor of Lawlor Jewelry


Lawlor Jewelry When Mike Lawlor was a teenager, he had a passion for skateboarding and snowboarding, never imagining that he’d end up working for the family jewel-lery business. Today, Mike is a third generation jeweller and his family’s store is his number one priority.

It all started with Mike’s grandfather Patrick Lawlor who opened up Lawlor Jewelry in Delta, British Columbia in 1989. About five years following that, Mike’s father Gordon opened the family’s current location in Stettler, Alberta. At the time, Mike was only four years old.

“The store has always been in my life. I worked there as a young teenager in the back room doing engraving,” says Mike. It wasn’t until after he went to business school and worked in the action sports industry that he considered transitioning into the family business.

“I decided that with my skills in business, I could apply them to the family trade,” he says. The rest was history. Today, the business is a full family affair, with Gordon’s wife and Mike’s mother, Sharon, in charge of the financial aspect of the business.

“She’s really the gears that keep this machine turning, making sure Gordon and I don’t spend too much when we’re buying things,” says Lawlor, laughing.

When Gordon is away taking care of sales as the rep for Libman in the B.C. area, Mike is the leader for the front-end of the store and staff, dealing with customers and consulting with them on custom designs. Gordon credits his son for taking the business in a direction he never even dreamed it would.

“Sharon and I were analyzing whether or not to carry on with our business, whether we should consider retiring,” says Gordon. Then Mike came into the picture and showed that you don’t necessarily need industry knowledge to have what it takes as long as you have the right attitude. “The industry can be learned,” he adds.

While Gordon is away from the store, which is usually for about six months out of the year, he stays in touch via FaceTime and Instagram. This family uses technology extensively, which has helped them continue to work closely amongst themselves and to boost their already secure relationships with customers. Mike’s input as a younger generation jeweller has helped expand the store’s product selection and take custom design to the next level, with full CAD production and waxes developed onsite. He has also taken the mar-keting facet of the company from traditional media, like the newspaper and the radio, into having a strong social media presence. Be sure to connect with Lawlor Jewelry through Instagram by following @lawlor_jewelry and @mike_lawlor.

Recently, Lawlor Jewelry teamed up with Element Eden, a skateboard brand out of California, to design a pendant for professional bronze medalist athlete and Dancing with the Stars runner-up Amy Purdy.

“We’ve gone global. Who knows where we’ll end up next,” says Mike. “Think big, dream bigger.”

Rings designed by Mike Lawlor


Northam Diamonds Jonathan Jacobson has been in the jewellery business for 38 years. He recalls starting when there weren’t any gemmologi-cal courses offered or GIA certificates available. His son Greg joined him at Northam Diamonds seven years ago, after doing some training in Israel and Belgium. Growing up, it was never a question of whether Greg would join his father one day. He always had an interest in the trade.

“I love working in this business and I want to make sure [my father’s] legacy continues,” says Greg. His earliest memory of the company was when his mother took him on a visit to the work office. There, he made a game out of searching for loose dia-monds that had dropped into the carpeting. It was like a treasure hunt for the eight-year-old boy.

“I did indeed find some small diamonds in the carpet, for which my father gave me a small plastic case. I was hooked!” says Greg. He still has them to this day.

Today, Greg is involved with the designing and production sec-tors of the business while his father’s specialty lies in buying the

goods and sourcing the diamonds. Jonathan is aware that young-er generations are very attuned to social media and adapting to the changes that have been happening within the industry.

“You have to bring in the younger generation to take the diamond industry to the next level…. There’s a lot of transpar-ency and competition in the business, so you need the younger generation,” he says.

In the future, Jonathan is planning on taking more of a back-seat and allowing Greg to take more of the reigns and responsi-bility when it comes to the company.

“There’s a lot of traveling [in this business] and I’ve been going to shows for 20 odd years,” he says.

Greg predicts that the jewellery industry will change greatly over the next 10 years and he plans on staying ahead of the curve. He has recently added a finished line of jewellery to the company’s already existing assortment of pieces called the Naledi Collection. A cutting edge marketing tool, the line offers high quality diamond pieces that include stunning earring, ring, necklace, pendant and bracelet designs. CJ

New Generation

Jonathan and Gregory Jacobson of Northam Diamonds


On Display

SEVERAL YEARS AGO, my wife and I attended a very interesting and thought provoking seminar by Dr. Wayne Dyer on the Power of Intention. His point, oversimplified here, was simply to give clear and specific thought to your goals, acknowledge them as your personal objective and then to keep those goals in mind as you took steps to manifest them in your life.

Simple enough. Know where you are going before you embark on your journey and keep your destination in mind as you go. What does this have to do with the displaying of jewellery? Lots, I think.

As I visit more and more stores in my consulting practice, I see the lack of a plan (or goal, objective, destination) as perhaps the most significant over-sight (and hindrance) in retailers’ thinking. Jewellery is put into the showcases without thought or consideration. The cases don’t look planned because there is no plan.

The cause for this lack of “intention” in display may stem from the repet-itive action of putting the store in and out each day. It may be that the job of putting out the cases falls to a junior employee. It may also result from a lack of time. It is, however the responsibility of store management to determine the plan, the objective, the destination and then educate (not just delegate) the team members on how to achieve the goals.

Take the following steps to identify your sales objectives for each case and use them to achieve your sales goals faster.

• Display for what you want the store to become. Gandhi told us to be the change we wanted to become in the world. Apply that to your store display. If you want to sell 25 per cent more this year, make your displays look like a store that does 25 per cent more than you did last year. (Remember the old career advice of dressing for the job you wanted instead of the one you have? Same idea.)

• Set showcase sales goals. Calculate the average sales amount per run-ning a meter of showcase in your store to set your benchmark for current and future sales growth. Divide your annual merchandise sales dollars by the total number of linear meters of showcase space you have in the store. This gives you an average sales per meter number. If your goal is to grow your store sales by 25 per cent in 2014, try deciding how best to grow this sales per meter by 25 per cent. Now analyze the amount of showcase space you are devoting to each line, category or vendor and compare it to your new 25 per cent growth target. Is that line carrying its weight given the space it is occupying?

• Decide what you want to sell in each case and display it so more people will see it. Identify the three to six items in each case you want most to sell and create a sign or other attraction that ensures everyone that looks in that case notices those items. Be sure the price points of those featured items elevate your average sales by at least your 25 per cent target. And be sure to replace the piece with another when you sell it.

• Ask why? When you finish displaying your merchandise, step back and ask yourself or a staff member why a particular piece or tray or category is where it is in the case. Would it look better elsewhere? Is this layout going to help or hinder your sales goal increases? Test alternative layouts until you find the right mix and then stick to it.

With practice, your cases will change from being arranged by accident to examples of premeditated thought. When you review the sales increases that will surely result, you can confess that you did it on purpose! Good luck and let us know how it goes. CJ

You did that on purpose!Do you put enough thought into your store’s jewellery displays? What is the objective behind the way you arrange your showcases? by Larry Johnson

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During 2013, Jewellers Vigilance Canada (JVC) saw a significant decrease in crime from the previous year. The numbers were already down 22 per cent from 2012. JVC credited a lot of the decline in crime to the industry’s enhanced awareness.

Never let your guard down

by John Lamont, JVC’s Director of Crime Prevention

JVC Report

THE NUMBERS PROVE THAT WE MUST CONTINUE this fight against crime. So far this year, we have had six major break-ins at retail jewellery stores; four in Western Canada, including Calgary, Prince George, Port Coquitlam and Capilano Mall in North Vancouver, one in Toronto, and one in Woodbridge, just north of Toronto. In the cases that occurred in Capilano Mall and Toronto, the robber drove through the front doors of the stores. Back in 2013, the industry experienced only nine break-ins in all of Canada. This year, we are over half way at the same number and it’s only June!

In the robbery category, the JVC has had seven reports so far this year, with three of those incidents happening in southern Ontario, two in Calgary, and one each in Edmonton and Saskatoon. The two occurrences in Calgary have revealed an alarming trend – an increase in violence. The victims in these situations were hit over the head with a hammer resulting in much needed medical help. While these types of criminal acts will always receive a high degree of attention from the police, there is only so much they can do. Both of the Calgary robberies were committed by the same person, a female. After the first robbery, which involved violence and injury to the victim, the courts, not the police, granted the suspect bail. She went out and did the same thing to another jeweller. The police had to place this individual before the courts once again and the second time around, she was held in custody.

Less serious property crimes, such as grab and runs, do not receive the same awareness from the police. Tighter budgets, increased administrative requirements on all types of investigations, and the need for more officers on the streets all equate to having less people being able to handle these types of property crimes. As a result, our industry needs to try and pick up some of the slack by assisting with law enforcement. How can we achieve this task? We look south of the border.

I recently attended a jewellery security seminar in Orlando, Florida along with two members of the Peel Regional Police. The main focus was to not only network with police but to talk with members of the industry as well. I know

I have mentioned the topic of sharing information in a number of previous articles but it still remains key.

During the seminar, the loss prevention department of a major U.S. chain gave a presentation on a serious string of break-ins that have been taking place mainly in Florida. During these burglaries, the bandits would cut holes in the rooftops of the malls, drop down into the store, and victimize a number of jewellery retailers. This particular retail chain decided to gather as much information as possible from all of the incidents, prepare spreadsheets and maps, and disseminate all of that information to the police in order to raise awareness in the various jurisdictions throughout Florida and the other states. As a result of this, if one jurisdiction was to make an arrest, the bandits would be facing numerous charges for millions of dollars in many cities as opposed to only one charge of burglary for perhaps $50,000 or $60,000 in the city they were apprehended.

This is what happens in the U.S. where large jewellery chains have numerous employees dedicated to loss prevention. But what about here in Canada? Currently, there are only two jewellery chains that staff a team of loss prevention personnel. Correlating all of the jewellery crime across the country is a huge task and this is where JVC steps in.

In 2012, JVC crime analyst Janet Lamont produced the first ever Annual Crime Report for the year of 2011. We have generated this report every year ever since. It was indicated to us by Jewelers Mutual Insurance Company that this information is invaluable and was not previously available anywhere in Canada.

Over the course of time, JVC has developed a large network of police and jewellers sharing information through JVC alerts that have prevented crime in many circumstances. JVC is also building coalitions of police officers in different parts of the country. During several recent break-ins in B.C., JVC sent alerts to coalition members in Port Coquitlam. There, an officer requested permission to disseminate that information to other jurisdictions throughout the lower mainland of B.C., to which JVC gladly obliged. The numbers show that this system works. Be part of the solution and join JVC. CJ


Feature

Branding your businessMeaning and connection create a business identity and consumer loyaltyby Liza Marley

“JEWELLERY IS ABOUT MEANINGFUL EXPERIENCES and intimate relationships,” says Francis Guindon, public relations manager for Birks. It’s that experience that drives the branding for most jewellery stores.

Branding is important in the jewellery industry because it creates a connection between the customer and the business. A consumer that forms a bond with a specific retailer develops brand loyalty and keeps returning. It’s the excitement of receiving the little blue box from Birks even before knowing what’s inside; it’s the expected quality and status that is immediately recognizable in the Rolex symbol; it’s the playfulness and collectability behind the Pandora logo.

According to Julia Che, founder and CEO of Lotus Leaf Communications, branding is “a conversation, an emotional connection with the consumer.” This conversation needs to be authentic, has to “differentiate the business from others, to stand out from all the noise,” she says.

Branding is an identity. Che explains the components that create it. There is selection of a name, a logo and a colour scheme. There is the opportunity to use research groups for feedback to find out if the branding resonates with the intended consumer, the colours attract, work with trends. The goal is to create imagery to convey their message, to develop a website and treatments of their logo for various marketing material, from business cards to bags; to create a store environment that embodies the message. Beyond the company’s visual marketing, Che says it’s very important to “find the voice of the brand, the ethos of the brand and the people behind the brand.” That message needs to be conveyed clearly in the store, on the website and in all the marketing material, it’s this message that will speak to consumers. Branding needs to continue to connect via social media and an online presence, to engage consumers and continue the conversation.

Marketing and branding have evolved over the last half a century. Businesses often relied on a family name and a local community of loyal customers to sustain their business. But, with the introduction of more competition, of online sales and social media bringing awareness and accessibility to such a wide range of brands, creating a brand identity has become increasingly important in ensuring a brand’s success. At one time, price point and location essentially dictated a brand’s consumer base. Now Che sees the market being defined by lifestyle and personal values as well. Because so many brands are so accessible, consumers need more to identify with to help make their selection. What makes a consumer say “This brand is for me!”? Che finds that successful branding connects people with companies that speak to who they are. Consumers identify themselves by the brands they choose.

Having launched the Canadian PR and social media campaign for Alex and Ani, Che explains that their message quite clearly relays their core principle – to “share the benefits of positive energy through the eco-conscious manufacturing, unique beauty and symbolism” of its products. Infused with meaning and symbolism, consumers identify and

are empowered by the idea of sharing energy, of sharing and giving a gift from the line because it carries significant personal meaning and values, above and beyond its aesthetic. In their branding they include the hashtag #positiveenergy so that the connection and communication are taken beyond simply wearing and giving, but also creating a forum for sharing among people that appreciate the jewellery.

A unique, strong identity is definitely significant when developing branding, Che notes, pointing to Hillberg & Berk, out of Saskatchewan. Their branding is affirming and aspirational, aimed at feminism and empowerment. Not limited to jewellery, they’ve connected personal stories and charitable causes to their collections, messaging that infuses their brand with the identity of empowerment.

The brand WATCH IT!, Che explains, uses yet another strategy, making themselves the experts in 'cool.' They’ve done an exceptional job, she notes, in creating their own brand identity, distinct from the brands they carry – which can be difficult. A retailer wants to be recognized as the consumer’s go-to for merchandise, not just because a consumer knows they carry a specific brand. WATCH IT! identifies the lifestyle they want to attract: the snowboarders, the skateboarders, the urban trendsetters. Carrying the brands that this community identifies with, the retailer becomes the style-maker. Their market comes to them for brands like Nixon, Diesel and Vestal, trusting that any merchandise WATCH IT! carries will fulfill and further their lifestyle needs and embody that ‘cool’ cachet.

Branding can take on a life of its own. As Guindon explains, “Birks opened its new mono-brand stores, where only Birks jewellery is available. The jeweller has new prestige collections, including its bridal collections, made of Canadian diamonds. The new store proposes a welcoming environment, where the clients can admire closely Birks’ jewellery creations, in a refreshing, modern and inspiring decor.” Birks has created an environment that consumers relate to because of a positive brand connection.

“Birks has been a household name in Montreal and in the rest of Canada for nearly 135 years, and it remains the reference in terms of quality and prestige for consumers and connoisseurs across the country. While attesting to our rich history, the new corporate identity rejuvenates Birks’ brand proposition, and allows Canadians to discover Birks in all its purity. This is a historic moment for our company,” declared Jean-Christophe Bédos, president and CEO of Birks.

Realizing the power of branding, Birks, with an illustrious pedigree and loyal brand following, chose to modernize to ensure that they would continue to connect with consumers. The rebranding ties old with new, the past with the future. “Inspired by our iconic Birks blue box,” Guindon explains, “the logo is our box turned 90° to the right, which makes the shape of a diamond, referencing the company’s expertise in diamonds and the year the company was founded, 1879.” CJ

086-088.CJ-feature-branding your business.indd 86 2014-07-30 11:27 AM


Alex and Ani Hillberg & Berk



Feature

WATCH IT! Birks


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Tel:905337-7874TollFree:1800268-9033Fax:905337-7873Email:[email protected]

access-safe.comCanadian manufaCturer of safes and vaults

SA35103_AccessSecurity_Ad.indd 1 2014-04-01 3:35 PM

classifiedA D V E R T I S I N G

LaLa Diamond Cutting & Repairs Inc.

• Cutters of Rough Diamonds• Old Mine Cuts and Repairs to All Shapes

• Buy Diamond Roughs and Broken Diamonds

21 Dundas Square, Suite 805Toronto, Ontario M5B 1B7

Tel/Fax: (416) 368-6883email: [email protected]

Lala Diamond PDF:Layout 1 12/10/08 6:52 PM Page 1

LaLa Diamond Cutting & Repairs Inc.\ Cutters of Rough Diamonds

\ Old Mine Cuts and Repairs to All Shapes\ Buy Diamond Roughs and Broken Diamonds

Over 20 Years [email protected]

Ramesh MistryTel: 416-368-6883

New Address!27 Queen Street East, Suite 907

Toronto, Ontario M5C 2M6

Very successful,established fine jewelry store for sale in Montreal. Twenty six years,same area, high traffic location.Very nice custom showcases,clean,quality inventory. Very profitable, serious calls only. Please contact: 514-839-9425

FOR SALESALES EXECUTIVESRasko Diamonds, a Toronto

based jewellery designer & manufacturer, is seeking sales executives for Rasko brands and collections to be sold at stores across

Canada. Ideal candidates must have 3+ years of sales experience in the jewellery

and watch [email protected]

www.rasko.com

WE WILL HELP YOU GET OUT.

If you wish to sell for any reason, we will do a deal. We buy your inventory, your fixtures, we take over your lease. We do it all.

Please Contact:[email protected]

A D V E R T I S I N GFor more information on how to advertise in the classified section of Canadian Jeweller magazine please contact: Lucy Holden (416) 203-7900 ext. 6117 or e-mail [email protected].

marketplace


Refining - Assaying - Trading

Let Us Earn Your Confidence-Call Us Before You RefineTel: (416)7366052 Fax:(416)7364334 Toll Free:1-800-785-2371

Actual size 3.9" by 2.0"

Precious metal specialists and refiners of gold and platinum jewellery scrap

Web:www.refinegold.ca E-mail: [email protected] 359 Canarctic Drive,Downsview, Ontario, M3J 2P9

Check for our refining specials and on line prices At: www.refinegold.caand www.goldrefiner.ca

Refine-All Metals Ltd.

Dealers and refiners of Precious Metal Scrap

Let Us EarnYour Confidence. Call us Before You Refine 21 Dundas Sqaure, Suite 311, Toronto, Ontario, M5B 1B7

CNC Gold Refining Inc

Toll Free: 877-465 3497

9 9 9 9

E-mail:[email protected] Web: www.goldrefining.caTel: 416-642 3600 Fax:416-642 3500

While You Wait-Immediate Settlements

www.goldrefining.ca

Check our State of the art Jewellery AlloysCheck Our Site for the Up-to-Date Buy and Sale Prices

At:

CanadaOrder your copy of our

100th Anniversary Catalog today!Over 600 pages of Tools and [email protected]

317 A t twe l l D r i ve , To ron to ON, M9W5C1

Phone : 1 -800-263-0106 f ax :1 -888-269-0106

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$12 / Pair

10 Kt./14 Kt. Gold Earrings

WORLD’S MOST AFFORDABLE GOLD JEWELRY FROM $5

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10 Kt. Diamond Earrings

10Kt. Gold Genuine Gemstone Ring

$60 / Ring

27 Queen St. E. #206 Toronto, ON, CAN M5C 2M6Phone/Fax: 416-551-3690 Cell: 416-836-1350 Email: [email protected]

US $20

2 in 1 Earrings; 10Kt. Gold Ball with F.W. Pearl Back

CREATIONSAFFORDABLE

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Show: Date: Booth: Venue: TorontoEdmontonMontrealSydneyBangkokHong Kong

Metro Toronto Convention CenterShaw Convention CenterPalais des Congress, MontrealGlebe Island Convention CentreChallenger Convention CentreH.K Convention Center, Wanchai

Aug 10 - 12Aug 15 - 17 Aug 24 - 26Aug 31 - Sep 02Sep 09 - 13Sept 17 - 21

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Aly [email protected]: 604.354.5865

Vancouver Block Building736 Granville Street, Suite 500, Vancouver, BC, Canada V6Z 1G3

Tel.604.708.9700 Fax.604.708.9750Toll free.1.888.422.7661


A D V E R T I S I N G

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t e l : 4 1 6 . 7 8 7. 3 4 2 7 | t f : 1 . 8 8 8 . 8 7 0 .9 2 0 3 | i n f o @ J e w e l l e r s B l o c k . c o m

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Analytical Services Custody Services

Casting Grain Wire Solder

Alloy Refining

BEST PRICE GUARANTEED

21 Dundas Square, Suite 401, Toronto, ON, M5B 1B7620 Cathcart, Suite 655, Montreal, QC, H3B 1M1www.bullionmart.ca 1 (877) 561 - 2378

• Finishing: 2-week turnaround

• Print, Mill, Grow your CAD, STL files 2-3 days

• Casting provided

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410 Chrislea Rd, Unit 9, Woodbridge, OntarioTel: 905-264-9976 • Toll Free: 1-866-264-9976

[email protected] • www.prestigemfg.ca

Since 1996

CUSTOM DESIGN & FINISHING

PRINT, MILL & GROW

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905-927-1166

New Automatic Wax Printers!


showcaseA D V E R T I S I N G

For more information on how to advertise in the classified section of Canadian Jeweller magazine please contact: Lucy Holden (416) 203-7900 ext. 6117 or e-mail [email protected]..

w w w . b a m i y a n s i l v e r . c a

55 queen st e #1100 toronto, on m5c1r6 tel: 1-800-693-2898

Wholesaler Manufacturer Distributor Not Open to Public

EmulatedOpal

10kt GoldChains

New

August 9-11

Browse an exciting selection of top brands and find your next bestseller.

For up-to-date information and to register, visit www.atlantajewelryshow.com or call us at 800.241.0399 or 404.634.3434.

(re)fresh. (re)ignite. (re)discover.

COBB GALLERIA CENTRE, ATLANTA, GA

pure beautyhas a name...

Exclusively available in Canada through

J.W. HISTED DIAMONDS LTD.Vancouver, B.C.1-800-663-1458

Online inventory

www.jwdiamonds.ca

All NORDIC FIRE Diamonds are GIA Certified for accurate grading.

J.W. Histead showcase ad:Layout 1 3/4/09 1:41 PM Page 1




personal jewellery insurance

800-558-6411, ext. 2118PerfectCircleInsurance.ca/Customer

Mention Jewelers Mutual Insurance Company and its

Perfect Circle® Jewelry Insurance to your customers

with each fine jewellery sale and add unparalleled

value to their retail experience. Call us to learn more

about insurance for your customers and how it

creates stronger, long-lasting relationships and boosts

business. Ask about our special program today!

Strengthen your customer relationships with

Jewellers are not licensed brokers and cannot sell or offer advice about insurance coverage.

cj product showcase 5+62014 jewelers mutual.indd 1 4/10/14 2:21 PM



For more information on how to advertise in the classified section of Canadian Jeweller magazine please contact: Lucy Holden (416) 203-7900 ext. 6117 or e-mail [email protected]..

Retirement Is this the right time?

Silverman Chapman & Reese Consulting Saskatoon, SK, 1-888-955-1069 www. silvermanconsultants.com

How’s your business, are you considering a change?

Is this the right time for you?

We build custom retail jewellery solutions. Let Silverman Chapman & Reese help you get better than par.

For more than 20 years in Canada and 50 years in the US, Silverman’s Consultants have delivered sales strategy, direction, and solutions to jewellery stores of every size. We’ve built our reputation on successfully restructuring jewellery businesses, selling off inventory, and liquidating entire stores. Give us a call to discuss your options

Restructuring

Rightsizing


Style Council

HELP YOUR CUSTOMER EMBRACE the beauty of nature this summer with floral prints, accessories and vibrant jewels. When it comes to jewellery, pearls are a timeless classic. Jewellery pieces with a hint of pearl and diamond accents have the ability

of taking your client’s look from casual to evening. For the daytime, it’s all about being playful and chic by pairing bright colours and floral patterns with a smart watch and statement

ring. To effortlessly transition into the night, think sparkle and grandeur with a bedazzled clutch and a pair of bold chandelier earrings that echo the essence of nature in their design.

Natural beauty

1. Kate Moss for Topshop Swing Crochet Cami Top, $48 2. Citizen Ladies’ Eco-Drive Silhouette Crystal Watch, $375 3. Miyoshi Genuine Cultured Freshwater Baroque PearlPendant in Sterling Silver, $179.95 4. Aldo GAMAGNA Heels, $90 5. Aldo ARKAIR Clutch, $50 6. Nova Diamonds Pierced Floral Long Ring in 18k rose gold, $11,185 7. KateMoss for Topshop Suede Runner Shorts 8. Nova Diamonds Pierced Drop Earrings 18k white gold, $9,250 9. ELLE “River” Collection Crossover CZ Cuff Bangle, $329

1

2

3 4

5

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10. Ice 925® by JewelPop Inc. sterling silver rings and pendants with Canadian Diamonds and Swarovski pearls, $79-$299 11. Nova Diamonds Diamond, Mother-of-Pearl DoubleButterfly Ring in 18k, $3,790 12. Kate Moss for Topshop One Shoulder Chiffon Dress, $85 13. Stuller Sterling Silver Dangle Earrings, $119 14. Citizen Ladies’Eco-Drive SunriseWatch, $2,000 15. Aldo WISELEY Clutch, $45 16. Aldo LAVAIANO Heels, $80 17. Atlantic Engraving Ring, atlanticengraving.com

10 1112

16

15 17

13

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Last Word

IT’S EXTRAVAGANT. IT’S EXPENSIVE. IT’S EVERLASTING. It’s the sapphire platinum pendant, designed and handcrafted by Socrates Reppas, owner of Marquis Jewellers. The star of the necklace is a mesmerizing oval-shaped, mix cut, 15ct Ceylon sapphire surrounded by 44 round diamonds

and four baguette-cut stones totaling 0.86cts. The surreal pendant is masterfully crafted to sit on a �awless 18k gold chain. CJ

(Retails for $132,900)

Epitomeof perfection

by Maya Akbay

phot

ogra

ph b

y R

obin

Kun

iski

098.CJ LastWord.indd 98 2014-07-30 1:59 PM

[email protected]

canadian jeweller july/august 2014

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