In the Loupe

San Antonio Delivers!THE HOST HOTEL’S ELEVATOR DOORS opened onto the famous SanAntonio River Walk, and the Buying Show weekend saw wave afterwave of RJO members flooding both sides of the river. Those on theirway to the show site were excited by the seminars, keynote, and IdeaCenter, as well as meeting their retail colleagues. Those on their wayback reviewed their purchases from the Buying Show floor, enteredtheir contacts into their smartphones, and stopped for well-deserved guacamole and margaritas.

RJO Round-Up offered tours of the Segway, double deckerbus and ghost varieties, while others enjoyed dinnercruising the River Walk. A good number attended their first NBA game, watching the home team Spurs score a100-point win. Temperatures started in the 40s, rising 10 degrees a day, no doubt due to the RJO enthusiasmsurrounding the city.

Says RJO CEO Mary Peterson, “We really nailed it thistime. This show had something for everyone, and thenumber of members who told me so just confirms it.Thanks to our great staff and support crew, we’vereached the point where we make the Show lookeffortless. That’s been our goal all along and why itshould be on every members’ ‘Must Do’ list.”

This issue features photos from the Showthroughout, plus a special section—San AntonioSelfies—on page 10.

Now’s the time to mark your calendar for thenext Buying Show: Jazzed, August 1-3, in St.Louis, MO.

I N T H ELOUPE

FAMILY. DIVIDEND. SUPPORT. BUYING POWER.

The Ultimate Jeweler Resource

RJO LAUNCHESSHOUT-OUTSFEATUREThere are plenty of shout-outs to be given in RJO.

SEE PAGE 2

A FACEBOOKEXCHANGE: CREDITCARD PROCESSINGOne member spent hourson the phone researchinghow credit card processingworks.

SEE PAGE 5

RJO MEMBERSHELPING MEMBERSWhy the term “RJO Family”couldn’t be moreappropriate.

SEE PAGE 7

FROM THE BOARDThere are three RJO Boardseats open for re-electionthis spring. Ballots will besent in April for thoseinterested in running for theBoard of Directors. Watchyour e-mail for moreinformation.

MORECOWBELL!

MORE

DEALS!


In the Know with RJO by RJO CEO Mary Peterson

shout-out (n.) Slang. A public expression of thanks orgratitude.

There are plenty of shout-outs to be given in RJO. I’m amazed by the caring and touching stories shared andthe loyal support our members and vendors provide foreach other. Thus, I would like to start a new tradition inthe RJO newsletter: RJO Shout-Outs. We will now have twocolumns of Shout-Outs in each edition. Column One: MEMBER-TO-VENDOR SHOUT-OUTS: This could be about a great program or product you havefound or currently use. You could also do a Shout-Out toyour favorite sales rep or customer service individual whowent above and beyond to meet your needs.Column Two: SUPPORT SHOUT-OUTS:For members or vendors to recognize an individual whohas done an act of kindness or been a special support tosomeone else.I believe these columns will be enjoyable for all of us, so Iencourage all to participate. All you need to do is e-mailyour Shout-Out to: [email protected]. Don’tworry about a deadline; when you feel the need to give aspecial Shout-Out, just send it my way.So let me be the first to start the new RJO Shout-Outs:• To Craig and Mary Clare Stephan of Kelly’s

(Columbus, NE) for being such loving and supportingparents, which lead RJO to donate our show raffle moneyto the charity “Now I Lay Me Down to Sleep.”(www.nowilaymedowntosleep.org)

• To Paul Sanford of Sanford Jewelers (Somerville, NJ) forhis courage and positive attitude as he deals withterminal cancer.

• To all of the RJO vendors who sponsored events at theShow!!!!! We couldn’t provide for the membership withoutyour support! (See list of sponsors on page 10.)

• To all the sales representatives, aka road warriors! Forthose who leave their families and loved ones to work allthe shows. (Especially those who say our shows are themost enjoyable and that they are treated with respect!)

• To Jay Flaming of Flaming Jewelers (Yuma, CO) whosends the RJO staff a handwritten thank-you note afterevery Show ... and he never misses a Show!

• To Chris Fondell of Goldsmith Gallery (Sitka, AK)recovering from a brain aneurism at the Tucson Show,and to a special jeweler friend who flew back toTucson to be with Chris within an hour of being notified.

• To Barb Hays of Victor Settle Jewelry (Bloomington, IN)who joined RJO in 2008, for the thank-you note after theShow where she states “Joining RJO is one of the bestthings we’ve done in our 57-year history.”

There are many more Shout-Outs to be given, but I willstop here for now. Looking forward to hearing many moreShout-Outs from all of you!

RJO CEO

RJO Shout-Outs

RJO Buying Show • San Antonio • RJO Round-Up


S E R V I C E SCentralized BillingPatronage DividendRJO Website (rjomembers.com)Buying Shows (Fall/Spring)RJO Chat ChannelIn the Loupe – RJO’s newsletterFree Print and Radio Ad Library(on the RJO website)Educational Seminars (at the Buying Shows)Member-to-Member IncentiveProgram (Recruitment Program)Organized Buying Trips to Antwerp and Idar-Oberstein,and IsraelRJO DirectoryTravel Vouchers at Shows(offered at varying times)Free Hotel Room Incentive (at the Buying Shows)RJO Informational E-mail Blasts Purchase Vouchers(at the Buying Shows)RJO Membership CertificateEducation on the Go Podcastsand WebinarsPrivate Label Credit CardServiceJewelConnect

From the RJO Chat Channel

THE CHAT CHANNEL ON THE RJO WEBSITE(www.rjomembers.com) hosts a variety ofinteresting discussions each month. Here’s anedited post—and responses to it—that can befound in the RJO Social—Open to RJO JewelersOnly area, under the heading “Layaway”

Post: Our layaway program is 20 percent down and10 percent a month. Most people abide by the rules, but some take advantageof our good nature and spread payments out over longer periods of time. I’mlooking to shorten the time to six months, as well as see if we can take creditcard information and charge them on a certain day of the month. What areyour parameters for time and initial deposit?

Response One: We ask for 25 percent down, with three months to pay thebalance in three equal payments. If you don’t want people to abuse layaways,you need to have the rules and consequences in writing and have thecustomer sign it.

Response Two: We only do a three-month program with 20 percent down. At least those are the guidelines ... if it’s a bigger sale—with more moneydown—we might bend the rules.

Response Three: We seek 10 percent down, and then 10 percent per month.No fees, no interest, no statements AND no refunds. We explain this, and theysign. Most of our layaways are bridal, and we’ve found she ”starts in on him” toget it on her finger as soon as possible. We’ve rarely had a problem.

Response Four: We require 25 percent down, with 60 days at no interest; weoffer an extra 30 days, but at 1.5 percent on the balance. The item must bepicked up within that time unless other arrangements are made. We rarelyever have any one go over 60 days.



PLAN NOW FOROUR NEXT BUYINGSHOW!

JazzedAugust 1-3, 2015St. Louis, MO

Future Show LocationsJanuary 2016: Phoenix, AZ

July 2016: Indianapolis, IN

February 2017: Tampa, FL

August 2017: Denver, CO

JEWELCONNECT.COM, the RJO-exclusive web marketing system,has released yet another new wayto connect with the digitalgeneration by use of their new“JewelConnect In-Store” system.

“It‘s basically a web page thatworks like a ‘swipe-able’ tabletcatalog—especially for use in thestores‘ showcase or counter,” saysAndrew Boundy, JewelConnect’slead developer. “We've developedit to be fun to use, but havedefinitive strategic and salesvalue.” The idea was developedfrom their existing "StoreAssistant” system released severalyears ago, which adapted theapproximately 50,000 items ofRJO-vendor products to tabletsand iPads.

“There are several instanceswhere a kiosk-type digital catalogin-store can be useful,” saysThomas Roethling, JewelConnect’sdata manager. “From keepingwaiting customers engaged, toidentifying taste and style

preferences,to simplyconnectingwith a tech-savvy client,having a tabletcatalog can beof great in-store use.” Thesystem, designed specifically foran iPad, is available now to allJewelConnect PRO users to use,bringing the suite of JewelConnectPRO services to web-marketing,mobile, e-commerce, loosediamond, and now, in-storeapplications.

You can check-out the samplestore on your iPad here: http://www.jewelconnect.com/kiosk/9053295155This works only on an iPad inportrait orientation.

More detail and PRO-Systempricing is available fromJewelConnect at 641-954-5051,www.JewelConnect.com; [email protected].

New JewelConnect SystemAttracts Internet Users In-Store



THE RJO FACEBOOK PAGE(https://www.facebook.com/groups/rjoinc)is a great place to stay in touch withwhat’s going on with RJO members.In early February, the followingedited exchange took place on ourFacebook page, and we think it’sworth sharing.Tricia Soule' LaBiche: Here is myreport on credit card processing. I spent a couple of days and tons oftime on the phone researching creditcard processing. I came across awebsite called www.cardfellow.com,and it had several good articles anda phone number you can call to getmore educated on how credit cardprocessing all works. They will getanonymous quotes for you and thenyou can review the quotes and selecta new processor … if you want tomake a change. - They require all of the processorsthat bid to allow month-to-monthcontracts with no cancellation fee- They will periodically review yourstatement to make sure that you arestill paying the rate that was quoted- They require the rate to be ”lockedin“ for as long as you are with theprocessor.

- They also require the processorswho bid to give quotes based on”interchange plus“ pricing, whichmeans you pay whatever Visa/MC/Discover/AmEx charges them, plus amarkup and transaction fee. I have had it for a month and havesaved almost 50 percent. Forexample : With my previousprocessor, total fees of $321.53 werecharged to process $10,264.31. Thisequals an effective rate of .0313% or3.13%. With the new processor, totalfees of $287.77 were charged toprocess $17,904.31 This equals aneffective rate of .0161% or 1.61% .This is a savings of 48.5%!!!Erika Kendle Godfrey: Do youuse The Edge? And who are youusing now, please? I thought Edgecould only process through oneplace.Tricia Soule' LaBiche: Yes.Mark Robinette: Can you say whoyou were using as your formerprocessor? Do you lease a new cardreader or buy one? Does it read thenew chip cards coming out? Tricia Soule' LaBiche: I don't processthru the Edge; we use it, but not forcredit cart processing. I use LEAP

payments now, but it is IMPORTANTto go thru cardfellow.com to get aquote. If I had just gone direct toLEAP, I would not have gotten asgood a quote. Cardfellow makes itanonymous; they bid based on yourvolume and average ticket. I had 4-5bids and chose one. They don't getyour name or contact info until afteryou have selected their bid. That waynobody is hounding you. The cost ofthe card reader/PIN pad will berecouped in less than two monthswith the savings from the processor.

Amber Gustafson: Everyone needsto be what’s called a pass-throughprocessing. No one can offer dealson what V/MC/D/AmEx charge, asTricia stated, but each card hasdifferent levels within the scheme. I have seen some MC charges at thesame level as Amex. Being as a passthrough, you pay only a percentageof what was charged, period.

Sydney Nusinov: My bank changedprocessors, and the new estimatethey gave me would save us about$5,000 a year. But then I saw thisand—at least based on the quote—CardFellow would save us $8,000 ayear. I am investigating further.

A Facebook Exchange: Credit Card Processing



RJO AND PARTICIPATING RETAILERS have experienced on-going success buying diamonds directly from the source,beginning in Antwerp more than a quarter-century ago. In2006 RJO extended these trips to include Idar-Oberstein,Germany, the colored gemstone capital of the world. Moreand updated information on these buying trips can be foundon dedicated web pages on the RJO website.

Joining the buying trips to Antwerp and Idar-Oberstein allowsyou to focus on your diamond business while RJO takes careof the rest.

Here are the hosts and dates of the Antwerp/Idar-Obersteintrips for next fall.

RJO also takes you along some of the mostexotic backdrops of Israel, while touring RJO vendors in one of the largest and mostimportant diamond centers worldwide

This year’s RJO-sponsored trip to Israel is scheduled for October 23-31. More details will be coming soon.

Register Today for RJO’s 2015 European Buying Trips

First Europe TripHosted by

Liz Schlauch & Jeff HorlacherAntwerp: October 3-8 (arriving October 4)

Idar-Oberstein: October 8-12

Second Europe TripHosted by

Connie & Steve MatsenAntwerp: October 10-15

(arriving October 11)Idar-Oberstein: October 15-19

RJO LAUNCHED the first-ever NextGeneration Experience last year, and itwas such a success that a second isplanned for this May 16-18, at the HyattLodge in Chicago, IL. Entitled, “The NextGeneration Experience: CreatingUltimate Jewelers of the Future,” theExperience is supported by VendorsSuller, RDI, Ostbye, and Pancis Gems.

Topics covered during the two-dayevent include: personal developmentskills, business development and designfor the future, and the future of theindustry. To ensure maximumparticipation, all lodging and mealexpenses are covered by RJO, RDI, andStuller. Participants only need to paytheir way to the Experience and a $100registration fee.

Contact Pauline Berger [email protected] or call her at800-247-1774 to register. Space islimited; it will be on a first-come, first-served basis.

Next Generation Experienceplanned for May in Chicago



Ascend Marketing, Inc.South Jordan, UT

NEW VENDOR

Our thoughts go out to the families.

RJOHighlightsfor 2014*

4.352014 Dividend

Percentage

4.8Millions of Dollars

Paid Out in DividendChecks

36Number of New

Members(as of 12/31/2014)

*numbers presented by RJO CEOMary Peterson during the SpringBuying Show in San Antonio.

Bensons JewelersKenneth SteinWashington, DCReferred by Nick Failla,Collected Concepts,Richmond, MI

Bonaci FineJewelers, LTDBob BonaciKent, WA

Del Haven JewelersFrancis PepetaNewark, DE

Erickson JewelersRandy & SherriEricksonIron Mountain, MIReferred by Sue Parker,Nyman Jewelers, Escanaba, MI

Gramercy ParkAlicia & KenHeimannRochester Hills, MI

K. Martin JewelerMark JeffreysDodge City, KS

Long Jewelers IIISteve & Melissa LongChesapeake, VA

PK BennettJewelers LLCRichard & PeggyBennettMundelein, ILReferred by Randy & SherriErickson, Erickson Jewelers,Iron Mountain, MI

R.M. Johnson &Sons JewelersJane JohnsonSalem, VAReferred by Jim Messier,Arthur’s Jewelry, Bedford,VA

Tidwell JewelersDanny TidwellJohnson, SC

William Jeffrey'sLtdJeffrey & StacyeSamuelsMechanicsville, VAReferred by Joey Westlake,Victoria’s Fine Jewelry,Rockport, TX

NEW MEMBERS

Thank you to the jewelers referring new members to ourgroup. These jewelers will receive a $1,000 finder’s fee for theirreferral, payable after a new member has been in goodstanding for at least six months.

Dorothy Lee Thrift Burke, formerowner of Burke’s Inc. in Kilmarnick,VA, passed away December 31.She was 90.

Tommy Lee Rice, owner of Rice'sJewelry Store in Mebane, NC, diedon February 13. He was 59.

MILESTONES



RJO Members Helping Members:

Paul Sanford Jewelers, Vecere JewelersONE OF THE BENEFITS of beingan RJO member is that yourprofessional family is instantlyextended 1000-fold. Stories arealways emerging about how wehelp one another, but here isone that has stood out to usrecently.

Linda Vecere, who runs VecereJewelers in Lambertville, NJ, setsup the Paul Sanford story:

“Paul worked for us in the 1990sas a trade jeweler, and weremained friends after heopened his own store—PaulSanford Jewelers—a decade agoin neighboring Somerville, NJ.Paul called my husband Bob inthe spring of last year to tell ushe had cancer. He asked Bob atthat time that, if somethingterrible happened to himsuddenly, would he be willing toacquire the services of the [RJOVendor] Marsden BrothersPromotions for a store-closingsale, giving the proceeds to hiswife, who is not involved inthe business.”

“Bob assured Paul that hewould,” Linda continues,“assuming, of course, it wouldnever happen. Unfortunately,this past November Paul calledBob to say he had taken a turnfor the worse; he asked Bobabout contacting MarsdenBrothers after Christmas.”

“Knowing a Going-Out-of-Business sale would be muchmore effective if done beforeChristmas,” says Linda, “Boburged Paul to move forward rightaway. The Marsden Brotherswere able to pull together a salein time, but could not provide adirector.”

“The Marsden Bros contacted meand asked if I’d be able to runthe sale for Paul as a director,”says Bob. I agreed to take timeaway from our business, eventhough we still had a business torun, and it was the Christmasseason. The sale turned out verysuccessful with the help of theMarsen Brothers, and Paul waseven able to sell his store.”

“We talk to him often,” saysLinda, “and he is doing well. He isnow able to take the time tospend with his family without thestress of his business.”

“I believe that this is a greatexample of RJO membershelping one another as a family,”says Linda, “and I am proud tobelong to an organization withgreat core values.”

This photo of Paul Sanford is included ina feature story on Paul, which may befound here:http://tinyurl.com/PaulSanford



Marketing Matters

Planning for Success in 2015WITH TWO MONTHS OF THE YEARunder your belts and strong sales forValentine’s Day, I hope this finds youhappy. This is a perfect time to take aquick breath and assess how your2014 finished. A good time to dothis, on several levels.

One, the 2014 year is still pretty clearin your memory banks. This allowsyou to remember things that mightbe long forgotten in a few moreweeks. Two, you are hopefully donewith any financial reports that youshould have generated by now, asyou close the books. Three, you areprobably well into, or perhapsbeginning, your 2015 marketing plan!

Let’s start on what I hope is a happynote: How was your holidaybusiness? What worked well foryou? What didn’t? What ideas didyou discover for next year’s holidaysales? Write them down now so youdon’t forget. This is such a criticaltime of year for jewelers. You needto do as much as you can to help cutthrough the clutter of Christmasmessages and make sure you are onthe short lists of places to shop.

The jewelry business is made up ofspontaneous and planned spending.There are specific dates and holidaysthat almost automatically drivepeople to spending money on itemslike jewelry. And there are unplannedopportunities throughout the yearthat also lend themselves to ajewelry-like purchase. Notice that Isay “like jewelry” and “jewelry-like”purchases. There are plenty of otherways to tell mom that you love her,to celebrate a special anniversary orbirthday. Your job is to plant theseed that jewelry is the BEST way!

For example, Mother’s Day is in May(as are graduations!) so it makes a lotof sense to start to market yourself30-45 days prior to that, whenpeople are starting to decide what tobuy. Plant your message in theirheads early, and make it easier forthem to choose jewelry.

And finally, that marketing plan. Youcan certainly get by without one, butyou will be so much more organizedand effective if you DO have one. Itcan be a simple one-page documentthat deals with the five to six major

events that drive your business,coupled with your plans to makethem more than they have been inthe past. Maybe some televisionadvertising, radio, or print? Directmail is an option, as is a promotionwith local media.

Better to do something than justhope people remember you.Remind them of who you are, whereyou are, and what you do. Soundsamazingly simple doesn’t it? It is! The nice thing about marketing plansis that they get easier (and moreeffective) every year.

You have a product that people love—even crave—and you have a roughidea of when customers will be inthe market for your services. It issimply a matter of putting yourmessage into their minds at the righttime to make it easy for them. Try it,and I’m guessing you will be veryhappy with the results!Michael C. Woody is President and Chief Idea

Officer of Capital Ideas. He has nearly 30years of experience in television advertisingand loyalty marketing. Phone: 515-556-5373.

E-mail: [email protected]: www.ideas2burn.com



San Antonio Selfies


PRIZE DRAWING WINNERS

20 carat total weight rough diamond necklace(Donated by Paul Reiser & Associates)Won by Glen and Giselle Hoover,Hoover Jewelers

Self-designed diamond(Donated by Ofer Mizrahi)Won by L. Tod Ross, PetersenJewelers

Melody in Motion clock(Donated by Seiko)Won by Maneke Jewelers

$1,000 Paolo Giveaway(Donated by Charles Garnier)Won by: - Rochelle Levine, Ruby and Sons

Jewelers- Karen Fitzpatrick and Mark

Guerin, Harris Jewelers &Gemologists

$200 Visa Gift Card(Donated by Connoisseurs ProductsCorporation)Won by Selman’s Jewelers-Gemologists, Inc.

CASH GIVEAWAY WINNERS( Jewelers)$100Gary Granger, Anderson JewelrySharon Foughty, Windmill ParkJewelers

$200Rich & Jean McIntosh, McIntoshJewelryChip Stone, Stonecraft JewelersGarrick JewelersRoberts Jewelers

$500 (Grand Prize)Randy & Rozan Pedersen, DiamondCenter

$50 CASH GIVEAWAY WINNERS(Vendors)Renee Singer, Start-to-FinishSplendid Music Box CompanySandy Marsden, Marsden BrothersRick Kupfer, Camelot

MEET-A-VENDOR CHALLENGEMembers were “challenged” to meetten vendors they have neverpurchased from before. If theycollected the business cards of thesevendors they were entered in a cashdrawing. Winners were:$250 – Enhancery Jewelers$500 – Caratti Jewelers$750 (Grand Prize) – WilliamHoward’s

WINDOW DISPLAY & SHOWCASEDESIGN CONTEST WINNER$100 Prize – Herteen & StockerJewelers

SponsorsRJO thanks the vendors

below for their generoussponsorships of the

RJO Round-UpBuying Show.

A & D GEM CORP.ALLISON - KAUFMANBENY SOFERBIJOUCHARLES FREYCOLOR MERCHANTSCONCEPT MARKETINGDARLING IMPORTSDEBBIE BROOKSDIAMOND EXPRESSIONSDIZEODORA INTERNATIONALFEDERATEDFRANK REUBEL DESIGNSGEMS ONEIMPERIAL PEARLJEWELERHUB/GROT

IMAGING STUDIOJEWELERS MUTUAL

INSURANCEJEWELEXK. GIRDLHARLALKAMELEON / JEWELPOPLUSTOURMETAL MARKETPLACEMICHOUNORTH AMERICANJEWELERS, INC.OFER MIZRAHI DIAMONDS

INC.OSTBYEPARLÉ / IDAHO OPAL & GEMRDISCHURHAMMER MFG.SOL SAVRANSKYSTAR GEMSSTAR SOLITAIRESTERLING REPUTATIONSTULLERSUNCREST DIAMONDSTHE EDGE BY ABBOTT &

SHAPIRO, INC.YCH, INC.

ANTWERP/IDAR-OBERSTEINTRIP SPONSORSHANS-DIETER HAAG INTERJEWEL U.S.A. INCROSY BLUE TRADING, INC.SCHURHAMMER MFG. INC.

ISRAEL TRIP SPONSORSCHERIE DORI OFER MIZRAHI DIAMONDS

INC.ROSY BLUE TRADING CO.

Award & Prize Winners

RJO Round-Up • San Antonio 2015

CHARITY DONATIONRJO was proud to donate $730 to thecharity, Now I Lay Me Down to Sleep.

NILMDTS trains, educates, andmobilizes professional quality

photographers to provide beautifulheirloom portraits to families facing

the untimely death of an infant.We believe these images serve as an important step in the family’shealing process by honoring the

child’s legacy.


MARCH 20158Daylight Saving Time begins

10All payments must be receivedin RJO Office

17St. Patrick’s Day

20Spring begins

23All invoices must be received inRJO Office

The Ultimate Jeweler Resource

APRIL 20151April Fool’s Day

5Easter

10All payments must be receivedin RJO Office

23- All invoices must be received

in RJO Office- Administrative Professionals

Day

PRST STD US POSTAGE

PAIDBRAINERD MNPERMIT NO 472

CALENDAR

CLASSIFIEDSFOR SALE: Tired of the cold? Buy a profitable, well-established, turnkey jewelry store in SW Ocala, Florida.$119,000 w/$20K of inventory. Contact Connie Pendleton – Ocala Business Brokers, Inc., at 352-502-3811 or e-mail: [email protected]

SAVE THE DATE!

Documents

In the Loupe