in the loupeJ u n e 2 0 1 3 • I S S U E L

loupeinside • Did Ya Know?

• RJO’s Israel Experience 2013

• Meet Your New Vendors

The Ultimate Jeweler Resource

in the loupeW e’ll be taking advantage of true southern charm, as our

Fall Buying Show returns to one our favorite hostvenues—Covington, Kentucky.

From Friday, July 19, through Monday, July 22, this show is sureto put the shine back into your business. Despite the name, thisshow will be anything but standard. Sure, we’ll offer our annualvendor-sponsored RJO golf tournament, but you’ll also be able tosee RJO’s gold standard shine via moonlit riverboat rides andvisits to the area’s famous thoroughbred farms and authenticKentucky bourbon distilleries.

Additionally, our shows have set a standard for retail jewelerevents, with our seminars and education offerings, a buying showfloor highlighting new merchandise and lines from more than 170vendors, as well as exclusive show specials, all at negotiateddiscount prices.

In addition to the great buying opportunities you’ll find on ourBuying Show floor, your RJO membership always provides youadditional benefits, including:

• RJO pays for up to three consecutive nights’ lodging for allqualifying stores. For reservation questions, e-mail:groupresv@nkycvb.com

• the money-winning “Meet-More-Vendors Challenge.” Personallyintroduce yourself to 10 RJO vendors new to you, and ask thesevendors for their business cards. These cards could earn you upto $750!

• buying discounts—using RJO Purchase Vouchers—allowingqualifying members to save up to an additional two percent onwhat you buy from vendors; and

• one $10 Sunday lunch coupon (for concessions on the buyingfloor) for each store, courtesy of your generous RJO vendors.

Now it’s time for you to take advantage of these great offers byregistering for the Buying Show today! The Registration Deadlineis June 21. (Vendor Registration has already closed.) Registrationis easy—just go to: www.RJOMembers.com, and fill out the onlineform found in the Buying Show section. If you do not have anRJO user name and password yet, call RJO at 800-247-1774.Paper registration by mailing or faxing the forms included in thispacket still is accepted.

If you’re a jeweler member with questions, call or e-mail KristiNelson in the RJO office (kristi@rjomembers.com). If you’re avendor member with questions, call or e-mail Mary Harger(mary@rjomembers.com) with any questions. RJO’s main officephone number is: 800-247-1774.

MemberRegistration

Deadline: June 21

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

I n T h e L o u p e

Note from Mary: It is important to assess aspects of ourbusiness on a regular basis to see where change is needed. Weare doing just that at RJO. One of the projects we are workingon is giving the RJO newsletter, In The Loupe, a much-needed face lift. It’s turning 50 with this issue, so it’s abouttime. With this upcoming change, I decided it was also time toupdate my article style and try something different. I hope youlike it!

In the Know with RJO�Each issue I will try to highlight some RJO resources andevents as well as offer some suggestions for your businesswithin the industry, outside the industry and in yourcommunity. Enjoy!

RJO Buying Shows: Did Ya Know?• It is the best deal in town, with free hotel rooms, food

and educational seminars. Plus, there is absolutely noregistration fee!

• It is a great environment to meet members and vendorswho can help you improve your business.

• If you work it right, you can get an additional 1- to 2-percent discount on all of your purchases made at theshow. Additional discounts are awarded based on yourprevious year purchases, beginning at $100,000.

• You can register on-line at RJOMembers.com, makingregistration quick and easy.

• Our complimentary seminars allow you to gainwonderful new knowledge to take back and put inpractice at your store(s).

• If you have not attended shows on a regular basis, youare truly not taking advantage of the best service we offerto you as a member!

Resources: Did Ya Know?• You should take advantage of working with other retailers

in your area to do joint promotions. Partner with localrestaurants, flower shops, clothing stores or coffee housesto offer additional discounts or specials when visiting oneof these other retailers.

• RJO has a variety of service vendors that can helpimprove your business, from promotional sales to creditcard processing. Be sure to check out the online VendorDirectory first, for all your product and service needs.

• You should check out the weekly specials from vendorson our new and improved website.

• If you belong to the Chat Channel and RJO Facebookpage, they are a gold mine of great conversations. If youdon’t belong, join today, as your fellow RJO members arean excellent resource!

• The Merchandise Review Committee works year-roundto bring in top, new vendors. Be sure to check out themost recent additions to the RJO family at our upcomingshow in Northern Kentucky. New Vendor introductionsare listed in this edition of In The Loupe.

Opportunities: Did Ya Know?• Attending one of the Bridge programs offered by Stuller

and supported by RJO will leave you educated, motivatedand inspired.

• Going on an RJO buying trip to Antwerp/Idar-Obersteinor Israel in October allows you an incredible experienceand increased sales.

Mary Peterson, RJO CEO

Did Ya Know?

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

was an online-only version. If you don’t recall seeing it, you may still

view it at: www.RJOMembers.com

I n T h e L o u p e

Post: Can anyone lend any advice on Signature engravers? I’m thinking aboutpurchasing one.

Response One: We have owned a Signature 8080P for almost ten years. It is the mostversatile of all computer engravers. That being said, I feel that to justify the purchaseyou should either be doing a good amount of engraving business already, or beprepared to market this type of product and have additional staff to take care of theextra business you will encounter. The Signature folks provide very good training andsupport. Remember, if you don’t already have the display space, you will have to makeroom for a variety of engraveable items. I have been very pleased with the machineand the support from Signature. Please feel free to contact me directly if you have anymore questions or would like to discuss.

Response Two: I bought a Signature; the mini one. It is a great machine. To make thehandbook more user-friendly for me, I have rewritten pages or made good notes on thesides of the pages. The mini uses the “F” keys (F1, F2, F3, etc.) to do differentfunctions, which might be considered “old school” for today’s computer users.

When a service representative visited our store, it became apparent that on a mini,some things worked a little different than the regular one. I did a lot of learning onmy own. Signature charges a fee every year for service assistance. It is a bit high if allyou have is a question or two a year.

Also, Signature’s warranty on parts was about 80 percent of the cost. I figured I’d takemy chances on that part, rather than pay the warranty upfront. Not sure if this has

changed. I know things may have changed a bit overthe past few years, so definitely check with someonewho has made a more recent purchase.

Whether you choose Signature or another, they sure dobeat the old push-down-and-trace machines, on which Istill do a lot of my inside ring engravings.

From the RJO Chat Room The Chat Room on the RJOwebsite (www.rjomembers.com) hosts a variety of interesting discussionseach month. Here’s an edited post—and responses—that can be found in theRJO Jeweler Business area, under the heading “Signature Engraving Machines“

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RJO Board of Directors voting ends June 21There are four seats open for the 2014 RJO Board of Directors. TheBoard meets four times per year, making decisions concerning allpolicies and procedures of the organization.

An e-mail with candidate introductions was sent at the end of lastmonth. Voting is taking place via electronic ballots, a link to whichwas included in that e-mail. RJO encourages you to read the candidateintroductions and vote for your preferred top four candidates.There are five candidates running for four open seats on the board:

Bill Becker, Becker’s Jewelers (IA); Mark Callis, Bichsel Jewelry(MO); Thomas A. Davis, Thomas A Davis Jeweler (MI); Richard McIntosh, McIntosh Jewelry, Inc. (NE); and Liz Schlauch,Barany Jewelers (OH).

Ballots must be submitted by Friday, June 21. Winners will beannounced next month at the Northern Kentucky show in July. For acopy of the candidate introductions or the link to the electronic ballot,please contact Sarah Streb at sarah@rjomembers.com.

S E R V I C E S

Centralized BillingPatronage Dividend

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

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

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

Member-to-Member IncentiveProgram (Recruitment Program)

Organized Buying Trips to Antwerp and Idar-Oberstein

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

Free Hotel Room Incentive (at the Buying Shows)

RJO Informational E-mail Blasts Purchase Vouchers

(at the Buying Shows)RJO Membership Certificate

Education on the Go Podcastsand Webinars

Private Label Credit Card ServiceJewelConnect

MemberRegistration

Deadline: June 21

I n T h e L o u p e

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Now’s the time to start promoting your RJO trip to EuropeRJO’s annual hosted buying trips to Europeare on a roll in recent years. 2011 saw annotable increase in travelers (68), and lastyear the number of travelers increased to80. Numbers so far for this October areencouraging as well.Celebrating 30 years of the RJO hostedbuying trips to Antwerp, today’s trips offertwo stops: Antwerp, Belgium—the world’sdiamond capital, and Idar Oberstein,

Germany—the undisputed capital of fine-colored gemstones. RJO’s Antwerp andIdar-Oberstein vendors generously offerfirst-time travelers excellent incentives. For more information about the trips toEurope or about its related marketingprogram, contact RJO’s AntwerpCoordinator Connie Matsen in the RJOOffice at: 800-247-1774 or via e-mail at:cmatsen@rjomembers.com

As RJO members continue to sign up forthis fall’s RJO Israel Experience, you areinvited to join them as they step onto theHoly Land of Jerusalem, one of the oldestcities in the world. You’ll be a witness to anera of the most modern technologiescoexisting with a cosmopolitan lifestyle inTel Aviv. This buying trip will take placeamong the most exotic backdrops of Israel,while travelers tour eight RJO vendors inone of the largest and most importantdiamond centers worldwide.

Joining the buying trip to Israel allows youto focus on your diamond business whileRJO takes care of the rest.

In preparation for this inaugural trip toIsrael, RJO has promotional and marketingmaterials available for confirmed travelers,free of charge.

These include:- Twenty-five (25) complimentary 6 x 11

postcards- Two (2) complimentary in-store posters- One (1) Duratrans

For members attending the RJO GoldStandard Buying Show in NorthernKentucky, RJO will be offering freepersonalized DVD filming for Israeltravelers. The filming sessions will be onSunday, July 21, from 2–5 p.m.

To learn more about this great opportunity,or to sign up, contact RJO Israel Co-coordinators Connie Matsen(cmatsen@rjomembers.com) or PaulineBerger (pauline@rjomembers.com) at theRJO offices: 800-247-1774.

RJO’s Israel Experience gearing up for first trip this upcoming October

2013 Fall DatesAntwerp:

Oct 5-10; Oct 12-17

Idar-Oberstein:Oct 10-14; Oct 17-21

first trip is hosted by Liz Schlauch and Jeff Horlacher; the second by Connie and Steve Matsen

The Israel Experience 2013Friday, October 18, 2013

Depart the United States

Saturday, October 19, 2013Arrive in Tel Aviv; Welcome Reception

(Sponsored by RJO)

Sunday, October 20, 2013Diamond Bourse Buying

& Tour Group Dinner(Sponsored by Rosy Blue & Pancis Gems)

Monday, October 21, 2013Diamond Bourse Buying; Group Dinner

(Sponsored by Bauman-Massa & Ofer Mizrahi Diamonds)

Tuesday, October 22, 2013Diamond Bourse Buying; Group Dinner

(Sponsored by Waldman Co., Fisher Diamonds & Sol Savransky)

Wednesday, October 23, 2013Northern Israel Day Trip & Dinner

(Sponsored by Cherie Dori)

Thursday, October 24, 2013Jerusalem Day Trip

Friday, October 25, 2013Dead Sea Day Trip

Saturday October 26, 2013Depart Tel Aviv

Israel Experience trip hosted by JeffWickersham and Jennifer Zacharias

See page 11 for some Israel traveling tips.

VENDOR spotlight I n T h e L o u p e

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On Sansom Street, along Jewelers’ Row in Philadelphia, you’llcome across Metal Marketplace International, a vendor marking34 years of business, while still family-owned and -operated afterall these years.

“We strive to support the independent jeweler,” says MetalMarketplace International’s Vinney Needham. “We consider ourrelationship with our retailers as a partnership. Therefore, MetalMarketplace International sources worldwide the highest qualityjewelry, while providing exceptional customer service and stockedinventory, at the most competitive price.”

Metal Marketplace International is owned by Anthony Acquavivaand has been a leading wholesaler in karat gold jewelry andsterling silver, with a successful expansion into designer silverwithin the past five years. The company currently employs 32 andis expanding.

According to Needham, the company’s distinctions revolvesaround its warranty, service and inventory.

“Metal Marketplace International offers a lifetime warranty on allof our gold chain,” says Needham, “while we exclusively offer the

Greg Anthony Designer collection. These collections are availablewith custom in-counter display units to showcase the GregAnthony pieces. We offer superlative customer service, includingdollar-for-dollar stock balancing, while carrying 95 percent of ourinventory in-stock, ready for same-day shipping.”

This approach seems to be working for the company: “Due to theoverwhelming success of our Greg Anthony Italian® Designercollection,” says Needham, “we are consistently pushing the limitsof our factories to provide us with new sterling silver designerpieces, as well as our 14k designer pieces, focusing on earringsand pendant chains.”

RJO members will be able to view Metal MarketplaceInternational’s offerings at the upcoming Buying Show nextmonth. “We have happily participated in the past two RJO eventsas a new vendor and premier sponsors, introducing the hotel roomkey sponsorship.” says Needham. “We will continually participatein every upcoming RJO trade show.”

Metal Marketplace International is located at 718 Sansom St, Philadelphia, PA. Phone: (800) 523-9191. Website: www.metalmarketplace.com

Metal Marketplace International

AdajioVitalium (alternative metal)bandsadajiojewelers.com

Charles Frey & Company Inc.Service specializing in customized cash-raising events

Charles GarnierSterling silver collectionscharlesgarnier.com

Custom Catalog Servicecustomcatalogservice.com

Diamonds Forever (Division of Royal Jewelry Mfg.)Bridal line and anniversarybandsroyaljewelry.com

Dizeo18K over sterling silver withhand-set simulated diamonds

DORA InternationalDiamond fashion bands, ringcollectionsdorarings.com

Ernest BorelSwiss-made automatic andquartz watchesernestborel.ch

Galatea USABridal anniversary bands, colored gemstones,diamonds,pearls and silvergalateausa.com

Hermle North AmericaGrandfather, wall and mantel clockshermleclock.comJayden StarNecklaces, bracelets, earringsjaydenstar.com

Jewelry PakJewelry boxes, displays,shopping bags, and pouchesjpius.com

Royal Jewelry Mfg.Fashion diamond jewelry, bridallines and anniversary bandsroyaljewelry.com

Suncrest DiamondsColored diamond jewelry andloose diamondssuncrestdiamonds.com

Your RJO Merchandise Review Committee traveled to JCK Las Vegas recently to find the best and the brightest new vendors for our group. Here are your NEW 2013 RJO Vendors:

INTRODUCING YOUR NEW RJO vendorsAdditional information will be available in the New Vendor Introductions, coming soon to your mailbox.

MemberRegistration

Deadline: June 21

I n T h e L o u p e

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JEWELER spotlight W hile some family jewelers have descended over the years

from one generation to another, Jandrons Fine Jewelry inMarquette, MI, has grown its family. Jon Arntsen,

currently manager of one of two stores, describes the store’shistory with lots of pride, lots of detail and the occasional aside.

“Jandrons Fine Jewelry opened the day after Thanksgiving in1989, by owners Neil and Kathie Jandron. I was dating one oftheir daughters at the time, and I remember all of the work thatthey had to put into getting everything ready to open, fromunloading showcases from the truck, to doing their own paintingon the walls to keep the costs down. The day they opened theyonly had one showcase that actually had merchandise in it. It wasjust before the Christmas rush, and things just started to roll fromthere. Eventually all the cases were full, the stockroom was full,and the repair department was busy. In 1996 they decided to opena second location that would specialize in sterling silver jewelry,engraveable items, watches, and generally less expensive itemsthan what would be sold at a typical “fine jewelry” store.Both businesses thrived for the next several years.”

Arntsen continues: “In 2004, the owners were approached aboutmoving to another larger location, and things just fell into placeafter some strong negotiations with the mall owners. With a newlocation and a new buildout that almost doubled the previoussquare footage, we moved into the new location in May of 2005.In 2008, another jewelry store within the mall closed, and thatopened up a larger corner location in the front of the mall, so wetook advantage of the opportunity and moved Jandrons II to theirnew, larger location. Both stores have new and very different looksfrom when they opened. Business is good, we’re open seven days aweek, and both stores are thriving.”

“As I mentioned, I was dating the Jandrons’ daughter, Tia,” saysArntsen. “Tia was a social worker, that just wasn’t happy with howthe system worked, so when Jandrons II opened in 1996, she quither social work job, and went to work full-time in the familybusiness as the manager of Jandrons II. We were married by then,so Neil approached me about quitting my sales job at the locallumber yard and training in the family business. They sent me to athree week “crash course” training school in Jupiter, FL, and thenI went to work in the shop, apprenticing under their full-timejeweler. After several years, they suggested that I move into moreof a management position, working with the sales staff and therepair staff, and over the next few years, I took more control, and

Neil took more well-deserved time off. Neil and Kathie haveanother daughter, Tammy, a former fashion model, who joined thebusiness as a sales associate, but is now our number two benchjeweler, with a fine attention to detail. We would not be wherewe are today, without the dedication of our employees, most ofwhom have been with us for ten years or more.”

Arntsen attributes the stores’ success to the building of trust:“Your customers have to get to know you, know that you are a fairand honest business, that if you say you are going to dosomething, that you do it, and that it happens. Customers needto be able to trust that you are going to take care of them, not justmaking the sale and then you are done, but also providing theservices and support that are needed after the sale. You gain andlose customers the same way ... one at a time. You need to let eachcustomer know that they are important to you, and that you aretrustworthy. That is what keeps them coming back.”

“We try to differentiate our business from other local jewelrystores by not playing the sale game,” continues Arntsen. “There isalways the person, who is just not going to get it. You tryto explain to them that the $10,000 diamond that the otherjeweler is selling for $5,000, isn’t really worth $10,000; theysimply have overpriced it so that they can sell it for 50 percentoff. Overall, in almost 25 years of business, our policy of fair,everyday pricing has worked.”

Arntsen and his wife attend RJO’s Fall Buying Shows, but his RJOpresence can be viewed most regularly on the Chat Channel.

“It is great to have a forum where you can bounce ideas off ofother retailers and get feedback,” he says. “I tend to use it to helplocate an item that I am having trouble finding, or for help infinding a source for a particular item. Other jewelers are greatabout suggesting vendors that they have dealt with and had goodsuccess with. The RJO Chat Channel is also a good place to beable to put in your two-cents worth on a variety of topicsregarding today’s jewelry business and to hear how others arefeeling about a topic. Everyone that is on the Chat Channel is veryopen and honest with their opinions, and there are always severaltopics of interest being posted on at the same time.”

Jandrons Fine Jewelry is located at 3020 U.S. Hwy. 41 West (Westwood Mall)in Marquette, MI. Phone: (888) 226-8912. Website: www.jandronsfinejewelry.com

Jandrons Fine Jewelry: Beautiful Jewelry & Design

Your Stay Can Be Free! For qualifying members, RJO willcover up to three consecutive nights’lodging at either host hotel. This doesnot include stays longer than threenights, suite upgrades, additionalpersons or hotel amenities notincluded in the cost of the room.Current per-night room rates foradditional nights or rooms beyondthe RJO free room incentive are aslisted, and are subject to change.• Marriott: $157 plus taxes• Embassy Suites: $155 plus taxes

Your room may be reserved usingeither of these methods:1) Phone: A specific representativehas been assigned to work with theRJO group. To make yourreservations at either of the hosthotels, please call 877-465-9282.2) Internet: Log in toRJOMembers.com and visit theBuying Show Section. If you do nothave an RJO user name and passwordyet, call RJO at 800-247-1774.For reservation questions, emailgroupresv@ nkycvb.com.

Cancellations: Hotel cancellations must be made 24hours prior to arrival.If you have registered for the showand are unable to attend, you mustnotify RJO at least five business daysprior to the event (July 12) to avoidevent charges. If you plan to attendthe show but cannot make an eventyou’re registered for, also notify RJOat least five business days prior to theevent to avoid being charged.

Meet-More-VendorsChallengePlay the Challenge, and you mightend up $750 richer—and discovernew vendors who can improve yourbottom line. To participate, just walkup to the booths of ten RJO vendorsyou’ve never purchased from before,introduce yourself, and learn whatthey can do for you. Collect abusiness card from these RJOvendors, and place all ten in yourspecial Meet-More-VendorsChallenge envelope, then submit itfor the Monday Farewell Receptiondrawing.

1. Business cards received must befrom a vendor you have NEVERpurchased from before.

2. You must have 10 cards from 10different vendors, not reps.

3. You need not be present to win.

Gold Standard Gold:Purchase Vouchers!Purchase vouchers can givequalifying members up to 2 percentadditional savings on everything youpurchase from our vendors inCovington based on your store’s 2012purchase total.

2012 Purchase Total AdditionalDiscount on All Show Purchases

$100,000 - $149,999.99: 1%$150,000 - $199,999.99: 1.5%$200,000 or greater: 2%

Important: You must complete yourPurchase Voucher Record, located inyour registration packet, and return itprior to the end of the Buying Show.Before the show, you can call theRJO office at 800-247-1774 to findout what your percentage will be.Show voucher terms are six months.

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SHOW INFORMATION LISTED IS FOR RETAIL MEMBERS. Vendor members please visit: www.RJOMembers.com for additional show information.

Member

Registration Deadline: June 21

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

• Gold Standard • 2013 RJO Fall Buying FRIDAY

Commissioned Custom Jewelry Design WorkshopLee Krombholz, Krombholz JewelersAward-winning jewelry designer Lee Krombholz willbreak down his approach to creating custom jewelrydesigns for his customers. Using the Matrix CAD programby GemVision to design, Lee will go through severaldesigns showing how he approaches each in the mostefficient way. RJO bench jewelers attending thisworkshop: Lee invites you to e-mail design suggestionsor requests to him in advance atlee@krombholzjewelers.com. He will pick two or threesubmissions to work with in this workshop. If your designis selected, you’ll receive the CAD renders and a waxmodel of the design.$75 for first attendee; $49 per additional attendeefrom your store.1 - 6 p.m.

Lexington Thoroughbred Horse Farm and Distillery Day TourSee the Optional Activities on next page for details.

Annual RJO Golf TournamentSee the member golf form in your Registration Packet formore information.11:30 a.m.: bus departs from the Marriott1 p.m.: shotgun start

Early Packet Pick-UpFriday: 4 - 6 p.m.; Saturday: 7 a.m. - 12:30 p.m.

User Meetings- The Knot Presentation, “Marketing to the Bridal

Customer” 7 -9 p.m.

- Abbott Jewelry Systems 7 - 10 p.m.

Stuller Bridge Reception7 - 8:30 p.m.

SATURDAY

Educational Seminars (see grid on next page)8:30 a.m. - 12:30 p.m.

General Membership Meeting and Luncheon12:30 - 1:20 p.m.

Keynote Address “24 Karat Mindset” Presented by Lowell WightmanLowell Wightman will give you the chance to refine yourdefinition of excellence while getting energized to adaptand adjust to change.1:20 - 1:50 p.m. (time approximate after the generalmembership)

Buying Floor Opening andWelcome ReceptionBuying: 2 - 7 p.m.Reception: 5 - 7 p.m.

Antwerp/Idar-ObersteinReception7:15 - 8:30 p.m.

Personalized Antwerp VideoFilmingProduce a free, personalizedcommercial on DVDpromoting your past orupcoming buying trip toAntwerp.- Saturday: 7 - 9 p.m.- Sunday: 1 - 5 p.m.

SUNDAY

Member and Vendor JointBreakfast and RoundtablesA successful gathering of ourretailers and manufacturerstogether for thoughtfuldiscussion. 8 - 8:30 a.m.: Breakfastserved8:30 - 9:30 a.m.: RoundtableDiscussions

Press Release ProgramRJO vendor Jim Grot of Grot Imaging will take yourphoto Sunday afternoon for a press release that we’llsend to your local news outlets. 1 - 3 p.m.

Happy HourHappy Hour will be held during the last 90 minutes ofSunday’s sales hours on the buying floor. 4:30 - 6 p.m.

Israel Trip ReceptionRJO has partnered with its Israeli vendors to offer ahosted buying and site-seeing trip to the historic andbreathtakingly beautiful country of Israel. The first tripwill be offered in October 2013. If you are interested inlearning more, please join us for this introductoryreception.6:15 - 7 p.m.

MONDAY

Jewel-Craft Factory TourJoin Jewel-Craft on a guided tour of their facility, locatedjust 15 minutes from RJO’s Buying Show. 8 - 9:30 a.m.: Buses will depart at 8 a.m.

Sharing the Best of the NKY ExperienceFacilitator Mary Peterson, RJOLet’s pass the microphone and hear from each RJOattendee about the best learning experiences inCovington.8 - 9:30 a.m.

Farewell EventAppetizers and beverages will be located throughout theshowroom, giving everyone a chance to socialize, browseand buy from the exhibits one final time.2 - 3 p.m.

BB Riverboat Dinner CruiseSee the Optional Activities on next page for details.

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BIG. CASH. GIVEAWAY.We hope you’re always on the show floor duringbuying hours, but be sure to be there on the followingdates and times. - Sunday: 1:30 p.m. ($100) and 2 p.m. ($200)- Monday: 10:30 a.m. ($100), 1:30 p.m. ($200),

2 p.m. ($200), 2:20 p.m. ($200) and 2:40 p.m. ($500)Have your Big Cash Giveaway ticket (found in yourshow registration packet) with you at each drawing,and listen for the number to be called. You canincrease your odds of winning by purchasing extratickets at the show. All proceeds go to the Jewelers for Children charity. Youmust be present to win.

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

g Show • Covington, KY • July 20-22 •

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FRIDAYLEXINGTON THOROUGHBRED HORSE FARM AND DISTILLERY DAY TOURCome see why Lexington is called the “horse capital of the world” on an up-close-and-personalprivate tour of one of Lexington’s signature working thoroughbred horse farms. Then tour one ofKentucky’s famous bourbon distilleries, Buffalo Trace, where you’ll experience the art of bourbon-making and learn why Kentucky’s weather and limestone water produce the mellow flavor anddeep amber color unique to Kentucky bourbon. In between, a delicious lunch of local fare isplanned at a historic mansion on the Kentucky River. $76 per person (includes transportation,tour, tour guide, lunch and distillery tasting)8 a.m. - 6:15 p.m. ; (bus boards at 7:45 a.m. at the Marriott)

MONDAY EVENINGBB RIVERBOAT DINNER CRUISETake a leisurely cruise down the Ohio River and enjoy the best views the Cincinnati area has tooffer. Your $55 fare includes the cruise, a dinner buffet, iced tea, lemonade and water. A full cashbar will be available. To register, indicate on your registration form that you would like toparticipate, and return it along with your payment. The bus will begin boarding at 5:45 p.m. atthe Marriott and will arrive at the dock prior to the riverboat’s scheduled 6 p.m. departure.

NEWPORT ON THE LEVEEIf you have some free time, visit Newport on the Levee, a multilevel urban retail entertainmentcenter located just 1.5 miles east of the RJO host hotels on the south bank of the Ohio River inNewport, Kentucky. The 490,000 square foot dining, entertainment and retail destination isanchored by the award-winning Newport Aquarium, a 20-screen AMC Theater, Star Lanesboutique bowling and GameWorks, and features several national and regional brand restaurantssuch as Brio Tuscan Grille, Mitchell’s Fish Market and Brother’s Bar & Grill, along with specialtyshops, carts and kiosks. Drawing approximately 3.5 million people per year, Newport on the Leveeis well-established as the No. 1 entertainment destination in the region.

OPTIONAL ACTIVIT IESNew This ShowPhoto IDs Now Required for Everyone at Buying ShowsTo ensure your safety and that of all retail members andexhibitors, beginning at the Gold Standard show wewill require a photo ID and business card at registrationcheck-in. You must present both items to receive yourbadge for access to the show floor.

Stuller Bridge Program ReceptionIf you’ve attended a Stuller Bridge Program in the past,join others for a reunion and evening of reminiscences.If you’re toying with the idea of attending an upcomingBridge Program event, stop by to learn more. Friday: 7 - 8:30 p.m.

Chat with RJO LeadershipDuring buying hours, you’re invited to take a break, sitdown and have an informal chat with RJO’s chiefexecutive officer, in the Buying Floor Lounge.Saturday: 4 - 5 p.m.; Sunday: 1 - 3 p.m.; Monday: 10 - 11 a.m.

Israel Personalized DVD FilmingFor members who have signed up for the upcomingIsrael Experience this October or have an interest inattending, this will be your last opportunity to have aprofessional, personalized DVD video loop made foryour store before the trip.Sunday: 2 - 5 p.m.

I n T h e L o u p e

Reaching out to new and current customers is getting a little morecomplicated isn’t it?

Back in the day you could pick up the phone and call their homeor office. Or send them a letter or postcard in the mail. In somecases those options don’t even exist anymore. Many home phonesare being dropped in favor of a mobile phone, and an awful lot ofbusiness is being done on that same mobile phone.

- What is the best way to directly communicate with this group that isso key to the success of your business?

- How do you like people to communicate with you?

- Would you appreciate an unsolicited text message? An e-mail everyweek about a sales opportunity? An e-mail through Facebook? Apostcard in the mail? How ’bout a phone call at the office? Maybe acall at home?

These are just a handful of the options that we as businesspeoplehave available to us to connect with current and future customers.They each have their place and time, but you need to establishwhich is the best way for you to use. Each store will be somewhatdifferent, and each market also will be different. What works inCorning, Iowa, might not work in Peoria, Illinois.

And customers are different. You might have a great customer wholoves social media and would love to hear from you throughFacebook. Yet, another customer might really appreciate a personalphone call.

I can really only speak for myself, but I will share with you theexperiences that I see through my own client base.

I find text messages to be intrusive, and they can be annoying. I’mtypically not very kind to those who send me an unsolicited text,and I most likely would never do business with them. Businesseswho fish for new customers via unsolicited e-mails fall into thesame category for me. I was unaware that a new rain barrel couldchange my whole world.

Unexpected phone calls from businesses also are more oftenirritating than the text messages. Who hasn’t gotten a call telling

them that they need to look into refinancing their credit card orthat no one has claimed their business name on Google? Thosecalls are never well received.

So what would work, then? A well-designed and informativedirect-mail piece might grab my attention. A personal phone call(from someone I know) at work to alert me of a specialopportunity would be very appreciated. Let’s say that I was a bigfan of a certain line of shoes, and I got a call that a new pair camein today and that XYZ Store was certain that I would want tocheck them out the next time I was in the neighborhood. That’snot intrusive to me ... that’s just a great salesperson with a personaltouch.

A personal e-mail would work the same way for me. On the otherhand, a series of e-mails that were just blasted to everyone wouldnot be well received. E-mails should be educational andinformative. E-mails should be sent sporadically, and I would notrecommend more often than every two weeks. Weekly e-mailswould have to be very special (such as reminding you of animpending deadline) to not be considered annoying.

As you can see, there is no easy answer to this question of whatcommunication method works best, but the options are various andyou might be best advised to select two to three different optionsdepending on different levels of your customer base. Reachingnew customers is probably best done through direct mail, print orelectronic media. Less personal, but less intrusive as well.

The lifeblood of a business—communication—has become easieryet more difficult at the same time. Choose wisely.

Marketing Matters:Reaching out and touching customers in 2013

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

experience in television advertising and loyaltymarketing. Phone: 515-556-5373.

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

PAGE 10

To make our contacts with you more efficient and timely, RJO is increasing the use of e-mail as acontact medium. From regular electronic newsletters to buying show announcements, our

e-mail notifications are getting more common and more important.

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

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

Make Sure RJO Has Your

Most Up-to-DateE-mail

Address

I n T h e L o u p e

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On the 10th of this month, RJO’s Mary Harger reached themilestone of having worked at RJO for 22 years. “I was hired topost invoices to accounts,” says Harger, “which we did by hand.”Harger’s current title is Administrative Services Manager, thoughshe offers, “somewhere along the way, my title became “Jack ofAll Trades, Master of None.”

Harger was born and raised in Newton, Iowa, home of RJO’snational office. She still lives there today. Her family includes herhusband of 44 years (“the wonderful man” Don), and the couple

has three children. Additionally, they aregrandparents to four “energy-filled and verysweet” children. Harger also counts four“grand-dogs” among her brood. “They areas much fun as the grandchildren,” she says.

When not playing with the kids or the dogs,Harger says she likes to “boat, camp, fishand play slot machines.”

Her main current role is to serve as a liaison between the RJO’svendors and RJO, yet Harger’s duties are much broader than that.

“I work on and attend the shows, I do the Member Directory, Iwork with vendor agreements, and I work with the MerchandiseReview Committee, coordinating information from prospectivevendors,” says Harger. “I basically do whatever needs to be done,working closely with Mary Peterson and Sarah Streb.”

“I work with some great people, and we seem to make memories allthe time,” she says. “My all-time favorite memory is from the 2009San Antonio Show. My husband attended, and it was our 40thanniversary. Mary, Sarah, my co-workers (who are really more likefriends), vendors and our convention service company arranged formany wonderful moments, such as a special dinner on the RiverWalk, limo to dinner and back, flowers, cards, a tray of goodiesdelivered to our room and much more. It was so incredible, wordscan’t explain the feeling you get when so many people work tomake things extra special for you.”

Meet the RJO Staff: Mary Harger

The Israel Experience:A helpful primer for the first-time traveler to Israel

To make your Israel experience as easy aspossible, RJO and its sponsoring vendors havegathered information to aid in your travels.More information is available from PaulineBerger or Connie Matsen in the RJO office.

Prepare Your Passport in AdvanceThe United States standard passportapplication takes between four and sixweeks to process, from the date you submityour completed application form andpassport photo. Be sure to budget extra timeto fill out the application, submit an officialcopy of your birth certificate and schedule asession to get passport-sized photos.

MoneyIsrael’s currency is called shekel. Theexchange rate is usually about four shekelsto one U.S. dollar, but as with allconversions, the rate fluctuates. ATMs,banks and currency exchange locations areeasy to find while touring Israel.

Arrival in IsraelVisitors will undergo a security check andare requested to present a passport that isvalid for at least six months from the date of

your departure. After your passport has beeninspected, you will continue to the passengerluggage area. Carts will be available foryour luggage in this area. From here youwill continue to Customs control and to theairport exit.

Departure from IsraelPassengers should arrive at the airport threehours before departure time. Passengersmust undergo a security check beforeapproaching their airline’s counter.Passengers and their luggage are inspectedby airport personnel. Once luggage has beenchecked in, you’ll receive your boarding passand seat number and proceed to Customs.

Protect Your Small AppliancesIsrael uses 220 volt current and a uniqueplug shape. If you do not have a U.S. toIsrael voltage converter, most Israelielectronic shops carry them for between 50-200 shekels.

WeatherDuring October, the average high is 92°Fand the average low is 50°F; there is verylittle precipitation in October.

Go Ahead and Drink the WaterIsrael municipal water standards areequivalent to U.S. standards. Israeli tapwater is clean and safe, but does have a highmineral content. Travelers can choose froma variety of bottled waters.

Keep your Possessions on HandIt’s tempting to put your bags aside, butnever leave your bag unattended.Unattended bags attract suspicion, and thepolice are summoned to inspect them.

Keep Your Identification on HandIsraeli law requires all residents and visitorsto carry ID. Foreign visitors should carry avalid passport, with a current entry stamp.Police can stop individuals and ID.

Recommended DressIn most of Israel, you will be comfortablewearing what you like. However, someplaces are considered holy sites; modestdress is required. Some require men andwomen to wear head coverings, so bringalong a scarf or hat. Women may wish tocover their arms completely. Wearcomfortable walking shoes.

MemberRegistration

Deadline: June 21

June 21- Retail Member Show registration deadline.- All invoices due in RJO Office.

July 4RJO Office closed for Independence Day.

July 10All payments must be received in RJO Office.

July 19-22Fall Buying Show “Gold Standard” in Covington, KY.

July 23All invoices due in RJO Office.

August 12All payments must be received in RJO Office.

August 23All invoices due in RJO Office.

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

The Ultimate Jeweler Resource

CALENDAR OF events

PRSRT STD US POSTAGE

PAIDBRAINERD MNPERMIT NO 472

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NEW membersChristo Jewelers

Todd Iaquessa, Maricela LeeCinton, CT

David Mann Jewelers86 Main St.

Geneseo, NYReferred by Stew Brandt

H. Brandt JewelersNatick, MA

Davis JewelersRaymond Wilson, Kelsie Templeton

Donalsonville, GA

Green’s Jewelers Inc.Ashley Green Miller

Roxboro, NC

Scott and Sons Fine JewelryDrew Scott, Lori Billie

Amelia Island, FLReferred by:Al Harring

Quality GoldFairfield, OH

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