The Jewelry Book Spring 2011

8/6/2019 The Jewelry Book Spring 2011

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S imp l y I r r e s i s t i b l e

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JCK Prestige Promenade, Las Vegas, Salon 52

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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

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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

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Simply Irresistible

48 WEST 48TH STREET NEW YORK, NY 10036

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DesignsM

AKURDESIGNS.

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See us at theJCK Sh
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VISITWWW.NOVELLSGAME.COMFORMOREINFORMATION,

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DesignsD

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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
http://www.saturnjewels.com/http://www.judithconway.com/http://www.judithconway.com/


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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
http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/http://www.judithconway.com/


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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
http://www.sheffieldsdiamonds.com/http://www.sheffieldsdiamonds.com/


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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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http://www.hidalgojewelry.com/


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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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http://www.fgoldman.com/http://www.fgoldman.com/


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Documents

The Jewelry Book Spring 2011