the jewelry book spring 2011
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http://www.jbstar.com/ -
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S imp l y I r r e s i s t i b l e
48 West 48th Street New York, NY 10036Tel: 212.819.0850 800.356.3192 Fax: 212.302.3874
[email protected] www.gemplatinum.com Luxury, Prestige Promenade, JCK Las Vegas
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JCK Prestige Promenade, Las Vegas, Salon 52
Natural Gemstones Chicago ...
www,johnbuechner.com
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http://www.ajaffe.com/http://www.rudolffriedmann.com/ -
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42 west 48th Street, # 1102 New York, NY 10036 T: 212.869.5070 F: 212.944.7114
www.rudolffriedmann.com [email protected]
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42 West 48th Street, #1102 New York, NY 10036 T:212.869.5070 F:212.944.7114
www.rudolffriedmann.com [email protected]
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20
ON
TH
E
COV
ER
Recently home from a holiday in Israel, RafaelFouzailoff known as Rafi by most is back tohis tireless pace at the New York City headquar-ters of JB Star, the company he started whilesimultaneously studying for his MBA at NYU. Aside from frequent diamond-buying trips toIsrael, most of Rafis relatives still live there, where his father and uncles first started thediamond business over half a century ago.
Rafi moved to NYC with his parents whenhe was 3 years old; a move that was part of hisfathers pioneering work for the family busi-ness, opening offices worldwide includingheadquarters in Hong Kong, Belgium,France and the US, to establish market posi-tion for the company. A skilled businessmanand leader in the industry, Rafis father, Yehuda,was one of the original founding members ofthe Israel Diamond Bourse in 1947. Raised in
the industry with a family such as his, diamondsare in Rafis blood. Throughout his childhood,Rafi worked alongside his family and watchedthe diamond business evolve.
While working on his MBA, Rafi astutelyunderstood that the loose diamond world waschanging, Diamonds were okay, I realized,but there is no brand recognition for diamonds while you can brand a diamond, its virtually
impossible to preserve that brand. Jewelry on theother hand has a signature based on core princi-ples, a brand that can evolve over time. Withthis goal in mind, Rafi took the family businessin a new direction.
Artistically adept and good at sketching, Rafisbackground in economics and finance was per-fectly paired with his design skills, You cant do what I do without an innate ability to under-
stand proportion. And its not just about creatingthe elaborate and the beautiful, but the practical.Jewelry needs to be comfortable to wear.
Today, JB Star designs have become iconic inthe canon of American jewelry. According to
Rafi, American jewelry is very practical. People with wealth in this country arent looking forjewelry to put in a vault, they want jewelry towear. They want attention to detail and a dis-tinctive look that sets their jewelry apart but itdoesnt have to be overly flamboyant. To thisend, JB Star creates jewelry that has perceivedvalue, it is not trend-based or seasonal. Rather,JB Star pieces are designed for exceptional qual-ity and life-long wear with the intention of beingpassed down through generations.
Rafi believes that a successful business musthave a clear vision of its identity and goals andthen it must maintain this vision. Jewels By Star(JB Star) symbolizes Rafis philosophy notonly is the star celestial, it is always a positivesymbol; something to aim for, something toattain, something for which to strive. ForJB Star, quality is first and foremost, Whether
it is food, clothing, cars or homes, to do it rightyou must start with the finest materials. Ifyou have fresh ingredients and a good cook,you will have a great meal! This is why Rafidesigns his pieces using platinum and the finestdiamonds. It is also why Rafi insists that alldesign and manufacturing be done on premisesin New York under the careful guidance ofhis team. In a quickly changing industry, this
adherence to precision handcrafting sets theJB Star brand apart.
With three talented and artistic daughters inthe wings, he hopes that one of them will stepforward to take the family business into thenext generation, Its my hope that one of them will have the passion and interest for thebusiness, but well seethis business takesincredible commitment. It really is a labor of
love. The company tagline, A Passion forPrecision A Labor of Love, is exactly howRafi runs his business with exacting standardsand a commitment to preserve the companyscore values.
By Brooke Conner SevenauStarJewels By
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featuringTHE MIDNIGHT AND MOCHA DIAMOND PAV IVY LINK COLLECTION
For the authorized Charles Krypell retailer nearest you please call 1.800.487.8765
or visit us online at www.charleskrypell.com
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26
editors
view
Spring is nally making itsel known, and there is something about the
promise o the season that awakens a sense o romance and possibility.Those o you in the jewelry industry understand this sentiment well. Your
work is al l about capturing human emotion in tangible ways, giving people
a chance to mark special moments with exquisite jewelry that tells a story
and creates a legacy.
The world just witnessed a modern-day airytale the wedding o
Prince William to Kate Middleton; a common girl who will most likely be
Britains next Queen. When we consider the symbolism o this event, or
many it is the iconic sapphire and diamond engagement ring that once
belonged to Princess Diana that comes to mind. In act, the royal engage-
ment announcement was created around this single piece o jewelry Kates
dress was the same stunning blue because that one tiny token evokes so
very much.
Diana did not live to see the marriage o her son, but her memory lives
on in part through that ring; William told interviewers that his mothers
ring was a way or Diana to be part o his special day. While this pa rticular
ring has an exceptionally grand history that most o us will never under-
stand, it is merely one among millions o human stories that live behind
every piece o jewelry given or purchased or a special event.
Through your work, you help people tell their story and create memories.
This really is the oundation o the industry: To celebrate lie with theprecious, to elevate the mundane with the stunning, to honor a feeting
moment with something that lasts orever.
Wishing each o you the git o joy and promise that you share with
so many.
With warmest regards,
Brooke Conner SevenauEditor-at-Large
Creating
Memories
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Simply Irresistible
48 WEST 48TH STREET NEW YORK, NY 10036
TEL: 212/819.0850 800/356.3192 FAX: 212/302.3874
[email protected] WWW.GEM-PLATINUM.COM SHOWS: LUXURY, SALON 1087 AND PRESTIGE PROMENADE, SALON 45
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DesignsM
AKURDESIGNS.
Allrightsreserved.
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Luxury Show Salon #406 ~ JCK-Prestige Promenade PP-4 ~ JA New York Show #1219Toll-free: 877-77-MAKUR ~ makurdesigns.com
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See us at theJCK Sh
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VISITWWW.NOVELLSGAME.COMFORMOREINFORMATION,
ORCALL 888.668.3551.
The GAME is a metal exchange designed to add value to your inventory. Send us platinum,gold, and/or palladium, and well send you Studio Platinumour brand new womens
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DesignsD
EHAGO
.Allrightsreserved.Photo:IgorPerchuk.ArtDirection:LilianaDonescreative_
Please visit us in Las Vegas at LUX 411For appointments, call Toll-free 877-771-4246
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Please visit us in Las Vegas at LUX 411For appointments, call Toll-free 877-771-4246
dehago.comDesignsD
EHAGO.Allrightsreserved.Photo:IgorP
erchuk.ArtDirection:LilianaDonescreative_
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A J a f f ewww.ajaffe.com 212-843-7464
.
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P u r e
c o a s t d i a m o n dwww.coastdiamond.com 213.627.2655
Platinum jewelry is more pure
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S e c u r e l y
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S e c u r e l y
m e r c u r y r i n g www.mercuryring.com 201.569.1070
Platinum holds diamonds most securely
S i g n i f i c a n t
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S i g n i f i c a n t
s a t u r n j e w e l swww.saturnjewels.com 212 .944.9325
Platinum feels s ignificant
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PGI atMmoire
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On May 31, 2011, the Four Seasons, Mandalay Bayand THEhotel will officially kick off the Luxury/JCKshows in Las Vegas, highlighting the crme de la crmeof jewelry retailers, designers and manufacturers. In pastyears, Platinum Guild International-USA (PGI) hashosted its own booth to educate retailers and buyersabout platinums unique qualities and profit opportuni-
ties. This year, with the shows at an elegant new venue,PGI seized this unique opportunity to help buyersnavigate the show floor to find the companies that sellplatinum, explains Kevin Reilly, PGIs Manager ofIndustry Relations. One hundred and thirty manufac-turers and designers, who will be identified by PGI asPlatinum Destinations, will then have the opportunityto communicate the benefits of platinum while showcas-ing exquisite platinum jewelry.
PGI has designed a unique program to drive partici-pant traffic to Platinum Destinations on the show floorto ensure that platinum manufacturers gain maximumvisibility to participants, says Kevin. This year, JCK isintroducing a mobile application at the show, with PGIas the official sponsor of the GPS navigation feature as well as the JCK show floor map. Platinum Destina-tions, replete with company name and booth number,will be preloaded in the itinerary feature. When show
buyers click on the company name, the mobile applica-tion will instantly reveal the desired booth location.Floor plans will also be mailed pre-show to 6,500storefronts, with maps available at the show. Both willhighlight Platinum Destinations in blue, and allPlatinum Destinations will have the platinum logonext to their listing on the JCK online exhibitor list.Finally, special signage will identify Platinum Destina-tions on the show floor.
In turn, Platinum Destinations will exhibit at leastsix pieces of platinum jewelry and present show floorand glass in-case platinum signage provided by PGI.Platinum Destinations will also communicate the benefits
of platinum to retail buyers who visit the booth. An edu-cational sheet provided will help open the conversationabout platinum at each sales appointment to parlay PGIsmessage: With 81% of bridal consumers desiring plati-num, the key to achieving 2.7 times more profit on eachbridal transaction is to strive for a minimum platinuminventory of 25% of the bridal merchandise assortment
in each store. The Platinum Destinations will also offerretailers information about PGIs online sales trainingprogram and encourage them to have their sales associ-ates complete the course.
In selecting Platinum Destinations at Luxury/JCK,PGI will impart an important message. Its all aboutmaking the people who showcase platinum productmore visible on the show floor, explains Kevin, and, asa result, theyll have an opportunity to sell the most
profitable products in their merchandise assortment.
SEASO
N
TO
SEA
SON
By Jessica Teisch
Luxury/JCK 2011Platinum manufacturers, meet platinum buyers.
At the new Luxury/JCK venue, PGIs innovative program will ensure
that these groups successfully come together.
Its all about making the
people who showcase
platinum product more visible
on the show floor, and, as a
result, theyll have an
opportunity to sell the most
profitable products in their
merchandise assortment.
Mmoire
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Spirit of the
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Renowned jewelry designer Judith Conway was honored
by MJ Christensen Diamonds in Las Vegas on March 8th2011 or the 100th Anniversary o International WomensDay. Conway is an iconic fgure in the jewelry designindustry; starting her career as a traveling sales rep andsingle mother o three in a male-dominated feld, Conwayhas become one o the most lauded bridal designers in theU.S. As she celebrates her 40th year in the industry, shedescribes her journey this way, When I began, I had noidea that there were no women doing what I was about to
do lie oten takes us rather than our taking it. We gothrough lie not always having a clear vision o where we aregoing but trying to do as well as we can.
For a woman with signifcant accomplishments to
her credit, Conway very humbly accepted the honorsbestowed on her, I really had no idea when I agreed toparticipate that I would be given the honors I received. Itwas more than overwhelming. Al l in all I can only say thatit was one o the most touching moments I have everexperienced.
Conways work is known or its elegance, romanceand wearability. As a woman, she designs jewelry thatfts a womans liestyle and tastes. Las Vegas retailer
MJ Christensen, owned by Cli and Darlene Miller,recognized Conway or her signifcant contribution to thejewelry industry on a day celebrated world-wide to inspire
Dayp
design
er
profile
By Brooke Conner Sevenau
Judith Conway Honored by MJ Christensen on International Womens Day
Judith Conway
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women and honor their achievements. Judith Conwaypaved the way or women in the jewelry industry, saysDarlene Miller. Raising three children on her own (oneo them being blind) and traveling the road as one o thevery rst emale salespersons in our industry, certainlydemonstrates the can-do attitude o this beautiul lady.
As part o the celebration, Gina Robison-Billups oundero the National Association or Moms in Business, was in
attendance. The voice or 64 million working moms inthis country, Robison-Billups helps women achievecollectively what Judith Conway bravely took on by her-sel 40 years ago. The parallels in their stories is a poi-gnant celebration o how ar women have come thanks toearly pioneers like Conway and committed visionaries likeRobison-Billups.
During the event, a rafe was held with proceeds tobenet the International Womens Day organization;
prizes included a diamond pendant designed by JudithConway hersel. Guests wore their Judith Conway jewelsand were thrilled to meet the designer in person.
In addition to being honored by MJ Christensen,Conway was also presented with a CongressionalRecognition Award rom Congressman Joe Heck or heroutstanding achievements in the jewelry industry anindustry that has been signicantly advanced by thecourage and talent o Judith Conway.
d
esign
er
profile
Las Veas atst Jennfe Man, Juth Conway an Clff Mlle.
Pesentn canvas enttle He Complextes.
in the geen room at ABC. Juth Conway, Clff Mlle
(Owne MJC), Matt Matkn (Juths Husban),
Jennfe Mlle (decto of Maketn MJC.)
gna robson-Bllups, Jennfe Mlle, dalene Mlle,
Juth Conway, Clff Mlle wth MJs intenatonal
Womens day Awa.
Juth wth Jack an Kathy Woocock,
wnnes of Juths Platnum dew
dop penant.
A conatulatoy embace shae by MJs dalene Mlle an Juth Conway.
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Shefelds
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Shefelds Diamonds is built on trust. Founder, Presidentand co-owner Eric Shefeld created his mission statementaround the belie that trusting customers to make gooddecisions is the best way to show respect and to earn trustin return. Shefelds is also built around having un withcustomers, implementing innovative and creative ideasand most importantly, the belie that a good attitudedetermines great outcomes. Our customers smile when
they walk through our doors, and we do everything in ourpower to make their shopping experience low-pressureand pleasant.
Gregarious, knowledgeable and riendly, Eric Shefeldhas created his business with an indomitable spirit and aknack or successul marketing ideas most o which arebuilt around the customers shopping experience. Thereare no high-pressure sales because Shefeld doesnt use acommission structure with his employees. Instead, cus-
tomers are educated and allowed to come to their owndecisions in a relaxing environment. Because o this repu-tation or respect and a pleasant shopping experience,Shefelds Diamonds has become one o the most trustedretailers in Tucson.
The sta at Shefelds is handpicked rom among thebest talent in Tucson. All the employees are certifedand have embraced Shefelds policy or honesty andtransparency in sales. This gives the customer conf-
dence that they are getting reliable inormation andunbiased service, which has translated to 7 years ocontinued growth and record sales in April 2011.Another subtle dierence in their sales model is to neveroverwhelm customers with questions. Conusion justtalks customers out o sales, he says. Instead, Shefeldtrains his sta to create an engaging opportunity inwhich the client leads the salesperson to the right jew-elry or them.
When asked who his ideal market is and what kind ocustomer he wants, Shefeld replies, Whom do I not want? Every customer is important, and its my job tohonor the love on the other side o the counter. This
DiamondsBy Brooke Conner Sevenau
Tacori
Scott Kay
r
eTailer
profile
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attitude towards his clients is what started Shefelds inthe frst place. With a career that began as a manager orother jewelry stores, it was Erics repeat clientele thatencouraged him to start his own shop. The long-termrelationships Shefeld ormed through the years gave himthe confdence and the client base or his new venture that
he and his partners opened in October 2004. Aware that customers value longevity in the jewelrybusiness, his solution to being the new guy was typicalo Shefelds innovation and honesty. First I built my
business on reputable brands. Then I took the issue headon and told customers, Hey, i I go out o business, therewill always be someone to service your name-brand jewels. And i this company that has been around since 1884believes in my store, so can you.
Shefeld says the ormula to success is threeold: atti-
tude, creativity and prudence. I dont shop competitors.I dont watch the news. I have the discipline to watch everydollar, and I wake up each day knowing that it will beanother great day.
r
etailer
p
rofile
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Hidalgos new 18K gold or platinum diamond engagement rings.www.hidalgojewelry.com [email protected]
For more information orappointment call:
1-340-513-3427
18K -$910Platinum-$1465
18K -$93018K -$855
18K -$905
14 N.E. 1st Ave. Suite 1003Miami, FL 33132
Join us at the following trade shows:JCK Luxury Booth LUX 617
JCK Las Vegas Booth LUX 617JA New York
Hong Kong September Copyright Hidalgo 2011
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