Desert Brilliance More Than the Sun is Breaking
Check out these record-breaking numbers!
Phoenix 2026 Show Sales & Purchases
$24, 517,428.80 Annual RJO Sales
$355,000,000 (2025)
Dividend 5.8% (of 2025 purchases)
$20.2 million (returned to members)
Knowledge and Experience
I ALWAYS ENJOY TALKING TO OUR members and learning more about their stores, their histories, and their thoughts about RJO, and February’s Winter Buying Show was particularly enjoyable. It might have had something to do with our announcement of a record dividend last year and seeing the substantial buying happening on the Show floor. Thank you to all the jewelers and vendors who were able to attend our record-breaking Show. Your enthusiasm, participation, and positive outlooks are some of the most successful aspects of our organization.
While chatting with a member who was at the Show with her family, one of her teens asked the simple question, “So, what exactly is RJO?” The member gave a nice, brief explanation, emphasizing the group’s buying power across our 1,200 members and how it helps level the playing field between independent jewelers and larger chain stores.
The answer was perfect for the moment and spot-on in terms of RJO’s positive impact on stores’ numbers, dollars, and access to stock. In fact, if an outsider were to look at RJO’s Facebook page, they might think the group’s main value is helping jewelers locate hard-to-find and rush pieces or connect with vendors who specialize in certain areas.
During RJO’s 60-year anniversary, I think it’s a great time to appreciate a less obvious value for our members: knowledge and experience. When RJO started with a half-dozen jewelers in the Midwest,
RJO Board News
the extent of the organization’s knowledge base about buying, selling, and running a store ended ... with them.
Six decades and 1,200 members later, the collective wisdom shared by RJO members is vast. I can’t imagine any of the national chains having access to such a widespread, experienced, and successful network.
RJO provides many avenues for members to tap into this advantage, including seminars and educational sessions at our Buying Shows, but I’m especially pleased with some of our other offerings, such as the Succession Planning Workshop in May and RJO’s Management Development Program set for October, among others. I encourage all members to stay on top of our communications to see what we’re offering next. The opportunities are constantly evolving, and attendees always rave about the quality and value of these experiences.
I look forward to seeing and talking with more of you at our Summer Buying Show in Lexington, KY, at the end of July. If you haven’t marked your calendar yet, please do so today.
Sarah Streb RJO CEO
AT THE RECENT BOARD OF DIRECTORS MEETING in Phoenix, the Board spent significant time reviewing and amending the RJO Exclusivity Policy (see more on page 4). The Board approaches all policy changes thoughtfully, with careful consideration for both members’ best interests and the long-term strength of the organization. RJO has maintained some form of an exclusivity policy since its inception, most recently amended in 2023. After thorough review and analysis, the Board determined this adjustment is both reasonable and necessary to support the cooperative’s continued stability and success.
The Board of Directors and the Merchandise Review Committee will meet in Lexington, April 27–29. If there are topics, concerns, or ideas you would like addressed, please do not hesitate to reach out to a Board member or the RJO office to share your thoughts.
S E R V I C E S
Centralized Billing
Patronage Dividend
RJO Website (rjomembers.com)
Buying Shows (Summer/Winter)
In the Loupe – RJO’s newsletter
RJO Exclusive on Facebook
Educational Seminars (at the Buying Shows)
Member-to-Member Incentive Program (Recruitment Program)
Organized Buying Trips to Antwerp
RJO Directory
Travel Vouchers at Shows (offered at varying times)
Free Hotel Room Incentive (at the Buying Shows)
RJO Informational Email Blasts
Purchase Vouchers (at the Buying Shows)
RJO Membership Certificate
RJO Succession Experience and Management Development Program
RJOmeet.me, and RJOCustomHatch
Scholarship Opportunities (from the RJO Foundation)
From RJO’s Facebook Page
THE MEMBERS-ONLY RJO EXCLUSIVE PAGE ON FACEBOOK hosts a variety of interesting discussions every day. Here is an edited exchange from a few weeks ago:
Original Post: What kind of events do everyone run in summer? Summer can be hit or miss for us.
Reply One: We run a 60% off storewide “Christmas in July” sale every year, and it’s always successful. We usually bring in a vendor and host a trunk show as well. It’s a great way to generate extra revenue during the slower summer months.
Reply Two: We host a customer appreciation event, usually in July. We offer sodas, water, and hot dogs, along with a storewide sale. We also give away a few items throughout the day. Everything is promoted through email and phone calls to customers, and it typically generates solid traffic. We’ve also partnered with a local dog shelter for events, which has definitely helped.
Reply Three: I like the dog shelter idea. It doesn’t just show appreciation to your VIP customers—it reaches everyone.
Reply Four: Dog shelter events are a lot of fun, and they bring new customers into the store every time. We donate a portion of our sales back to the shelter and often turn it into a puppy adoption event. It works great.
Reply Five: Trunk shows, bridal events, anniversary sales, estate sales, trade-in/trade-up events, buying events, summer clearance, “50% off 50% of the store” ... the list is really up to you!
Reply Six: An aged inventory trunk show can also be very effective.
Reply Seven: Summer events are some of our best—especially during the “dog days” of the season. Here are a few ideas that have worked well:
• First Day of Summer event (June 20)
• Red, White, and Blue event in July (featuring enamel and colored stones)
• Stacking bar soirée (bangle and ring stacking event)
• National Lipstick Day (July 29), tied to gemstone or enamel colors
• National Cupcake Day (August 8)
• National Prosecco Day (August 23)
• Anytime in August, promote a “Sweet Style of Summer” theme
Celebrating national days adds a more whimsical feel to events and gives you a lot of creative flexibility.
Reply Eight: We used to host a “Hot Dog Days of Summer” sale years ago. We actually served hot dogs, beer, and wine from Thursday through Sunday for three weeks. It grew into one of our biggest promotions. I always tracked ROI, and the results were very strong.
RJO Policy Change as of March 12, 2026
Changes Regarding RJO Exclusivity Policy
PLEASE NOTE THE RJO BOARD OF DIRECTORS reviewed the RJO Exclusivity Policy at the recent RJO Buying Show in Phoenix. The following most notable updates are effective as of the date of this notification and include:
• Metropolitan Area Identification
A standardized method will now be used to determine Metropolitan Areas based on the most current Metropolitan Statistical Area (MSA) data published by Census.gov. In MSAs, the protected territory will be measured from City Hall of the principal city as defined by the MSA.
• Non-Metro Automatic Radius Requirement
The annual purchase requirement to qualify for an automatic 20-mile exclusivity radius in non-metro areas has increased from $300,000 to $400,000. The population-based radius scale remains unchanged.
• Metro Area Annual Purchase Exclusivity Radius Scale
Annual Purchases Exclusivity Radius
$100,000 – $299,999 2 miles
$300,000 – $399,999 10 miles
$400,000 or more 20 miles
Reminders
RJO SUCCESSION EXPERIENCE
The RJO Succession Experience was created specifically for independent jewelry retailers ready to plan their next chapter. This immersive workshop helps store owners confidently navigate ownership transitions. This exclusive program is offered only every 3–5 years, and registration closes April 10. More about the Experience may be found on pages 12-13.
MDP EARLY BIRD PRICING
The RJO Management Development Program is coming soon. Take advantage of early bird pricing before April 17 and secure your spot for this highly impactful leadership experience, ideal for young professionals looking to grow into management roles, as well as current managers seeking to sharpen their skills. More about the program may be found on page 13.
The RJO Board approaches all policy changes thoughtfully, with careful consideration for both our members’ best interests and the long-term strength of the organization. RJO has maintained some form of an exclusivity policy for the last 50+ years, most recently amended in 2023. After thorough review and analysis, the Board determined this adjustment is both reasonable and necessary to support the cooperative’s continued stability and success.
To download the current policy in its entirety, click here.
RJO FOUNDATION SCHOLARSHIP APPLICATIONS
The time is here! The RJO Foundation Scholarship applications are now open. Scholarship funds can be used toward professional development courses. The RJO Foundation has been offering scholarships to further education in the industry for over 10 years.
Scholarship applications are due April 24, 2026.
FILL OUT SHOW SURVEYS
If you attended our 2026 Winter RJO Buying Show in Phoenix, we’d love to hear from you. Your input helps shape future Shows, ensuring you’re getting the most value from every experience. We’re always working to improve—and that starts with listening. Complete the surveys using these links: SATURDAY SEMINAR SURVEY
RETAILER SHOW EXPERIENCE SURVEY
VENDOR SHOW EXPERIENCE SURVEY
How “LLM Pages” Help AI Find Your Store
By Andy Boundy MyStore.Jewelry
I’VE BEEN ASKED BY CLIENTS recently about “LLM pages.” These are often thought of as special pages designed to attract AI models (like ChatGPT, etc.) so they recommend a business in AI results. It’s an interesting idea—but not quite how it works.
Large Language Models (LLMs) are AI systems that interpret website content to answer user questions directly inside AI tools and search experiences. Instead of showing a list of links like traditional search engines, these platforms summarize information and recommend businesses based on how clearly their websites explain products and services.
For jewelers, this means your website is no longer just competing for rankings—it’s competing to be understood. The clearer and more structured your content is, the more likely your store will be mentioned when someone asks questions like “where to buy engagement rings” or “best jeweler near me.”
An “LLM page” isn’t a new type of page. It’s simply a well-structured page that clearly explains what you sell, who you serve, and why your business is trustworthy. Many jewelry websites already have category pages—engagement rings, wedding bands, custom jewelry—but these often rely on product grids with very little text. That works for browsing, but it doesn’t give AI enough context to understand your expertise.
Adding clear, readable content to these pages helps AI interpret them as informative and authoritative— not just a list of products.
One of the most effective improvements is a short introduction at the top of each product results page. This gives both users and AI immediate context. For example, an engagement rings page should briefly explain what you offer, the types of rings available, and your service area. Mentioning diamond rings, custom designs, lab-grown options, and local expertise quickly signals relevance.
This opening paragraph acts as a summary AI systems can easily extract when generating answers, making it one of the highest-impact changes you can make.
Another key addition is FAQs directly on product and service pages. These sections reflect real customer
questions and provide structured answers in natural language. On an engagement rings page, this might include pricing, diamond certification, custom design timelines, resizing, and care.
These questions mirror how people interact with AI, making it easier for systems to pull accurate information and recommend your store. They also improve user experience by answering common concerns without forcing visitors to hunt for information.
Many jewelers already have a general FAQ page, which is a great start. It builds credibility and covers policies, warranties, and services. However, relying on a single FAQ page limits how well AI connects that information to specific products.
AI works best when relevant information appears on the same page as the topic being discussed. That’s why page-specific FAQs are more effective than one centralized page.
The best approach is to do both: maintain a general FAQ page while adding targeted FAQs to key product and category pages. Combined with strong introductory content, this creates a clear structure that benefits both users and AI.
One important clarification: LLM pages are not hidden or separate pages (like old SEO tactics). They are simply improved versions of the pages you already have. They should be visible, linked, and written for humans—not created solely to attract AI. Duplicate pages for different audiences are also a poor practice.
Author’s Note:
Although I personally researched this topic and asked specific questions, I thought it would be interesting to let AI write most of this article (with edits for clarity). After all—if we’re trying to be understood by AI, it’s worth paying attention to how it interprets content.
Vendor Profile
Antwerp-Based Horizon Diamonds: Your Dreams, Our Passion
AS IT CELEBRATES ITS 50TH anniversary this year, Antwerp’s Horizon Diamonds embraces the four pillars the Belgian-based vendor has established over the last five decades: competitive pricing, consistent supply, ethical sourcing, and precision manufacturing.
“We source our diamonds directly from mines in South Africa, Canada, and Australia,” says Horizon’s Shaan Shah, “ensuring full transparency and the highest ethical standards in our supply chain—a commitment that has been central to our identity from the very beginning.”
Horizon Diamonds was founded in 1976 by Shaan’s grandfather, Jitu Shah, in Antwerp, the diamond capital of the world. The current directors are Shaan’s parents, Tej Shah and Miloni Shah.
“As natural diamond manufacturers,” says Shaan, “we carry all types of goods to suit every jeweler’s needs. Our inventory spans an extensive size range from 0.01 carats all the way to 10+ carats, available in every major shape—rounds, pears, ovals, marquise, radiants, and more. We carry diamonds across the full color spectrum, including whites, yellows, browns, and grays, in both certified stones (GIA, HRD, and IGI) and uncertified goods. Simply put, whatever a jeweler needs, we can provide.”
Shaan says three core values have guided every decision the company makes: “a deep respect for family legacy and craftsmanship, a dedication to responsible sourcing, and an unwavering pursuit of quality in everything we produce.”
“We offer season-long memos on both certified and uncertified diamonds,” he continues. “By extending this flexibility across our entire inventory, we allow RJO members to confidently present a wide selection to their customers without the pressure of immediate commitment. With Horizon Diamonds, RJO members never need to go anywhere else.”
As part of its 50th anniversary celebration, Horizon Diamonds will feature special promotions for all purchases during RJO’s Buying Shows, in addition to a special gift “to show our appreciation for our long
history and a promising and sparkling future together.” This is in addition to Horizon’s continued significant partnership with RJO’s annual Rock Tour.
“The Rock Tour is truly one of the highlights of our year,” says Shaan, “and what we love most about it is the opportunity to build genuine, lasting relationships with each retailer who makes the trip to Antwerp. When members come to our office, it ’s never just a transaction. We spend quality time together talking business, yes, but also getting to know each other as people—our lives, our passions, our stories. That personal connection is something you simply can’t replicate over an email or a phone call, and it’s what transforms a business relationship into a real partnership.”
“The dinner we host is without doubt our favorite part of the entire week,” he continues. “It’s an evening where business takes a back seat and we simply enjoy each other’s company—great food, great drinks, and great conversation with people who have become genuine friends over the years. There’s something very special about that. And beyond our office, we love the Rock Tour gives retailers the full Antwerp experience. This city has been the heart of the diamond world for centuries, and there is something magical about being here—seeing where the diamonds are crafted, understanding the process, and appreciating that behind every stone there is an amazing and unique story. It truly is a win-win for everyone involved, and we wouldn’t trade it for anything.”
“This is a group where it feels like a new, genuine family,” he says. “Even though we have been RJO members for only two years, we have already built great relationships and friendships.”
Horizon Diamonds is located at Schupstraat 1-7, Room 507/510, in Antwerp, Belgium Phone: +32 3 234 3464 www.horizondiamonds.com
Bring Serious Sparkle Back to Your Store!
THE 2026 ROCK TOUR isn’t just another business trip—it’s a behind-the-scenes pass to the global diamond world and a chance to bring serious sparkle back to your store. For independent retailers, it’s equal parts buying opportunity, education, networking, and inspiration. And the benefits? They last long after the plane lands back home.
First stop: the diamond capital of the world—Antwerp. Trusted RJO vendors roll out the Antwerp welcome mat and red carpet. Imagine comparing stones side by side, asking questions in real-time, and negotiating directly with the people who know these diamonds best.
Retailers can hand-select stones which fit their exact customer base—from classic bridal to one-of-a-kind showstoppers that stop people in their tracks. Pair this selection with our well-versed custom vendor partners to keep your clients engaged in real-time and your projects moving toward completion.
The result? A curated inventory that stands out from the crowd and supports stronger margins. And let’s be honest—in today’s world of online comparisons and mass-market jewelry, being different is everything. The Rock Tour helps retailers do just that. Seeing diamonds in person, across a wide range of cuts, sizes, and qualities, opens the door to unique finds. This exclusivity becomes part of your story—and customers love a good story.
Speaking of stories, the learning experience alone is worth the trip. Participants gain a deeper understanding of sourcing, grading
When you know the journey behind the diamond, selling it becomes that much more compelling.
After Antwerp, the post-tour adventure continues with a self-guided extension in beautiful Zurich. This relaxed weekend setting offers time to explore, unwind, and exchange ideas with fellow members. Many retailers say these conversations spark some of the most valuable takeaways. An optional workshop or visit will be offered, but in Zurich, the choice is yours— to rest, relax, and unwind, or even enjoy an alpine adventure before you return to the U.S.
Finally, the marketing possibilities are endless. Customers love knowing their jeweler travels the world to personally select diamonds. Use your photos from Antwerp, videos from the diamond district, and stories from the trip to create powerful content for social media, email campaigns, and in-store conversations. It reinforces your brand as knowledgeable, passionate, and globally connected.
Your expertise becomes a new niche that serves you year-round. The connection time with fellow retailers and suppliers builds relationships that extend far beyond the week itself. Strong supplier connections can lead to faster sourcing for special requests. By the time the next Buying Show rolls around, you’ll be excited to reconnect with your Rock Tour friends over shared experiences and new ideas.
So, if you’re ready to bring new energy, fresh inventory, and a great story back to your store, the 2026 Rock Tour ... it’s time you go! It’s not just a trip. It’s a buying adventure. And it might just become your favorite rjomembers.com
Jeweler Profile
Z’s Fine Jewelry: Serving Peoria (AZ) for 25 Years and Counting
WITH RJO’S BUYING SHOW BEING HELD in Phoenix, AZ, for the past two winters, a number of attendees were able to make this year’s trip a little easier. Familiarity with travel options, knowing what to pack (again), and having a better sense of downtown Phoenix all made attending the second Phoenix Show that much easier.
Unless you were Joe and Brooke Schiavone, owners of Z’s Fine Jewelry. They likely had the easiest commute of anyone attending, as their store is located only a half-hour’s drive from the Buying Show site—faster if Brooke drives.
“Z’s Fine Jewelry was first opened in Glendale, Arizona, in 1996,” says Brooke, “by my parents, Bill and Jennifer Zacharias. The store moved to various locations in Phoenix’s West Valley before settling in its current location in Peoria for the past 20-plus years. In 2020, the store was purchased by Joe and me. My grandfather was also in the jewelry business— in Michigan—so I consider Z’s Fine Jewelry to be in its third generation.”
According to Brooke, Z’s Fine Jewelry offers custom design using the latest technologies, in-house repair, and a wide selection of bridal jewelry, diamonds, platinum, gold, and silver.
“Above all else,” she says, “we strive to offer exceptional service. People can really buy jewelry anywhere, but we want them to think of us first because they know we will take care of them. We continue to be blessed with growth year after year. We have added two new team members who have blended in seamlessly and are doing a fantastic job. Here’s to an awesome 2026!”
Z’s did encounter a challenge at the end of 2025, but it was self-imposed.
“We always close the week between Christmas and New Year’s and give our crew a break,” says Brooke, “but this past year, Joe was busy that week. We redid all the flooring in our showroom, updated six computers, and made improvements to our server and security system. Starting the new year with a fresh look—and knowing we were secure—was great!”
Z’s Fine Jewelry has been an RJO member since 1999, and Brooke says their favorite aspect is the industry friendships they have made.
“Many of us are generational RJO members who have grown up in the business,” she says, “and it’s great to stay connected even though we are far apart. Our RJO friends are truly like family, and we enjoy getting together at least twice a year at the Shows. We often see each other more frequently and even take family vacations together.”
Z’s Fine Jewelry is located at 7547 W. Greenway Rd., Suite 580 in Peoria, AZ
Phone: (623) 374-7706
www.zsfinejewelry.com
Brooke and Joe Schiavone
RJO Winter Buying Show 2026
Phoenix Photos ( Click on photos to have larger versions pop up in a new window )
Phoenix Photos
( Click on photos to have larger versions pop up in a new window )
Show Winners & Sponsors
SILENT ART AUCTION • RAISE YOUR SPIRITS
RJO Foundation Silent Art Auction Winners
Constellations over Sedona
Tom Nelson
Nelson Jewelry
Round Emerald #4AB
Devon Bond
Garrick Jewelers
Emerald Cut #2AB
John Elliott
Elliott Jewelers
MONDAY-FUNDAY
VENDOR BINGO
Round Diamond #38
Round Diamond #46
Janelle Mead
Harris Jewelers
Round Diamond #44
Round Diamond #49
Isaiah Ybarra
Buchkosky Jewelers
Round Diamond #41
Erica Delgado
Erika Delgado Designs
WINNERS
Each winner received a portion of the jackpot, sponsored by participating vendors, to spend on the Show floor.
Family & Co Jewelers
Alan Miller Jewelers
La Don’s Fine Jewelry
FRIDAY NIGHT TOWER WINNER
Global Liquidators
Raise Your Spirits
Joe Schiavone
Lucas Doland
Doug Meadows
JEWELERS JACKPOT
Each winner received a portion of the jackpot, sponsored by participating vendors, to spend on the Show floor.
Jeff Dennis Jewelers
Haywood’s Inc
T.Simon Jewelers
RJO Foundation Vice President Amy Pribyl presented the Longest Drive Men's and Women's winners from the RJO Foundation Golf Tournament held Thursday, February 19.
Pictured above, Devon Bond, Garrick Jewelers. Below, Joanna Gruver, Jo & Co Jewelers.
You’re Invited:
Elevate Your Leadership. Protect Your Legacy. Grow Your Store in 2026!
By Sabrina Smead RJO
AT RJO, EDUCATION HAS ALWAYS been a cornerstone of what we do. We are committed to bringing meaningful, high-quality learning opportunities to our membership—programs designed specifically for independent jewelry retailers to help strengthen your business, develop your leaders, and prepare for the future.
In 2026, we are excited to offer two powerhouse programs which embody this commitment. Together, they support one important theme: Elevate Your Leadership. Protect Your Legacy. Grow Your Store.
Whether you are preparing for ownership transition or developing the next generation of leaders within your store, we invite you to dive in and take advantage of the opportunities ahead.
This year’s programs include:
Succession Experience: May 3–5, 2026
Management Development Program—Phase 1: October 4–7, 2026
I encourage all of you to consider participating in these exceptional educational opportunities. You may find one program fits your needs perfectly—or that both programs support different aspects of your store’s growth and leadership development.
Each program is intentionally designed to incorporate instruction, small group discussions, panel insights, and collaborative learning, allowing participants to gain practical knowledge while connecting with fellow RJO retailers facing similar opportunities and challenges. Read more about each of these programs on the next page to learn how they can support your store’s future and leadership development.
Additionally, both of these programs are eligible for RJO Foundation Scholarship funding. The RJO Foundation is proud to support the continued education and professional development of our members and vendors, helping make opportunities like these more accessible. If you are interested in applying for scholarship support to attend either program, please visit this link to learn more and submit your application.
We are incredibly excited to offer these experiences to you. Supporting the growth and success of our members remains at the heart of RJO, and we will continue striving to deliver programs that strengthen your stores and your leadership for years to come.
If you have questions about either program or would like to learn more, please feel free to contact me. I would be happy to connect you with the instructors or provide additional information to help you determine which program may be the best fit for you or your team.
We hope to see many of you there!
Succession Experience
May 3–5, 2026 • Hyatt Lodge | Oak Brook, IL
• Registration is $600 per attendee + travel and lodging
Your business is more than a store—it’s a legacy.
The RJO Succession Experience is a 2.5-day immersive workshop designed specifically for independently owned jewelry retailers preparing for ownership transition. Whether a current owner planning your eventual exit or a successor preparing to take the reins, this experience will provide the tools, insight, and alignment needed to make that transition successful.
Led by experienced industry consultants as well as legal and financial experts, this program blends strategic planning with practical implementation.
Participants will explore:
• The emotional dynamics and psychology of retirement.
• Leadership transition and infrastructure planning.
• Key financial concepts successors need to understand.
• Exit planning including wealth, tax, trust, and estate strategies.
• Business valuations and growth planning.
This program is ideal for:
• Current owners of independent retail jewelry stores who anticipate transitioning ownership within the next 3–10 years.
• Identified successors who are preparing to take on future ownership and leadership responsibilities.
• Owners who want to begin building a clear, structured succession plan for their business.
• Owner–successor pairs who want to attend together to align expectations, timelines, and long-term goals for the future of the store.
Combining instruction, panel discussions, smallgroup conversations, and breakout sessions for owners and successors, this program is designed to maximize learning while creating meaningful dialogue around one of the most important decisions you will make for your business.
Use this link to register.
The Management Development Program—Phase 1
October 4–7, 2026 • Hyatt Lodge | Oak Brook, IL
• Early Bird Pricing (before April 17): $1,995 + travel and lodging
• Standard Pricing (after April 17): $2,495 + travel and lodging
Strong stores are built by strong leaders.
Building on the success of our inaugural program, the RJO Management Development Program returns this fall as a 2.5-day immersive leadership boot camp designed to strengthen management effectiveness within RJO stores.
This program is ideal for:
• Team members with at least one year of industry experience who aspire to move into management.
• Current managers looking to refine and sharpen their leadership skills.
• Store owners seeking a deeper understanding of effective management practices.
Throughout the program, participants will focus on essential management competencies including:
• Financial management from a manager’s perspective.
• Communication and DiSC-based leadership awareness (Dominance, Influence, Steadiness, and Conscientiousness).
• Performance management and effective training.
• Problem-solving and conflict resolution.
• Planning, organization, and time management.
• Staffing strategies and building a strong talent pipeline.
The program features a highly interactive format, a comprehensive participant workbook, and quarterly follow-up development sessions to reinforce the learning long after the program concludes.
Use this link to register.
Click here to watch highlights from last fall's program.
RJO Board of Directors Now Accepting Applications
RJO IS NOW ACCEPTING applications for its Board of Directors. This group of nine retail members—elected by the membership—works closely with RJO leadership to guide decision-making, develop policies, support strategic planning, and ensure the organization’s ongoing growth and vitality.
This year, three board seats are open, each serving a three-year term. We are seeking engaged, forwardthinking retail members who are eager to share their perspective, represent fellow members, and help lead RJO into the future.
An election will follow the application process, with winners announced in early summer. New board terms will begin on January 1, 2027.
NEW VENDORS
Americas Gold
Rafi Siddiqui, Sami Siddiqui, Saif Siddiqui, & Omar Siddiqui Los Angeles, CA (213)688-4904
www.americasgold.com
Wholesaler and manufacturer of gold jewelry in the categories of chains, charms, earrings, bangles, bracelets, rings, and findings.
Americas Diamond
Rafi Siddiqui, Sami Siddiqui, Saif Siddiqui, & Omar Siddiqui Los Angeles, CA (213)688-4904
www.americasgold.com
Wholesaler and manufacturer of diamond jewelry in the categories of chains, charms, earrings, bangles, bracelets, rings, and findings.
Americas Jade House
Rafi Siddiqui, Sami Siddiqui, Saif Siddiqui, & Omar Siddiqui Los Angeles, CA (213)688-4904
www.americasgold.com
Wholesaler and manufacturer of lab-grown jewelry in the categories of chains, charms, earrings, bangles, bracelets, and rings.
Application Deadline: Friday, May 1
As part of the application process, candidates are asked to submit: a completed online Board of Directors application, a professional headshot, and a short (1–2 minute) video addressing what RJO means to you, why you want to take on a leadership role, and any additional thoughts you’d like to share with the membership.
Submit your materials to: sarah@rjomembers.com or sabrina@rjomembers.com
Additional details about board responsibilities and roles are available here.
DDK Marketing
Tyler Gheres, Tariq Lundy, & Kyle Galloway Iowa City, IA (814)490-0348
www.ddkmarketing.com
DDK Marketing is a data analytics and solutions provider that specializes in customer acquisition, retention, and reactivation for jewelers of all sizes.
Frederick Goldman
Bryan Cowan, John Orrico, Tom Schwartz, & Alisa Bunger Secaucus, NJ (800)221-3232
www.newb2b.fgoldman.com
Frederick Goldman delivers expertly crafted jewelry, combining tariff-free North American manufacturing, dependable fulfillment, and a complete assortment across bands, bridal, and fashion. Includes Goldman, ArtCarved, Triton, and Love Earth brands.
Santa Fe Stoneworks
Miles Wirtel & Anna Wirtel
Santa Fe, NM (505)471-3953
www.santafestoneworks.com
Santa Fe Stoneworks is a familyowned maker of handcrafted knives and accessories, coaxing the soul out of stone, fossils, and metal through timeless craftsmanship.
White Cloud NY
Vineet Jain, Vaibhav Jain, & Jay Welikson New York, NY (212)840-3899
www.whitecloudny.com
White Cloud NY is a wholesale fine jewelry company specializing in 14k and 18k gold, built on 35 years of trust, quality, and long-standing client relationships.
For terms and discounts, visit RJO’s online Vendor Directory
Why Succession Planning Is a Long Game
IF YOU OWN A JEWELRY STORE, CHANCES
are you spend most of your time thinking about the next sale or promotion. Retail is a daily grind, and the focus is always on what’s happening right now. But one of the most important decisions you’ll ever make about your business is something that often gets pushed aside—how you’ll eventually step away from it.
Succession planning is a long game. The more prepared you are, the more options you’ll have—and the more valuable your business will be when the time comes.
There are several practical things you can start today that will make the transition smoother and more valuable.
Build a Business That Runs Without You
If every decision goes through your desk, the business becomes difficult for someone else to run. A successor wants to know the store can continue operating successfully without you.
Start by documenting processes. How are repairs logged? How are custom orders handled? How do you price secondhand jewelry, set your markups, or manage gold buying? How do you buy inventory that fuels your sales growth? The more systems you have written down and standardized, the easier it becomes for someone else to step in.
Keep Your Financials Clean and Transparent
Edge Retail Academy has been an RJO vendor since 2008. Phone: (877) 569-8657 www.edgeretailacademy.com Edge Retail Academy
If you sell, potential buyers will look closely at several years of financial statements. A history of clean, wellorganized accounts builds trust and makes the due diligence process far easier.
Every $1 of profit can be worth $4, $5, or even more in your selling price. The goal is simple: when someone looks at your numbers, they should be able to quickly understand how the business makes money.
Identify and Develop Future Leaders
The next owner may come from within. This might be a family
member or a long-term employee. But that option only exists if you start developing people early.
Ask yourself: Who has leadership potential? Involve them in decisions, expose them to vendor relationships, and give them a deeper understanding of how the business operates. Over time, you may discover the perfect successor is already standing behind the counter—while freeing your business from its dependence on you.
Succession planning doesn’t need to be complicated, but it does require a good lead time. By building strong systems, maintaining clear financials, and developing future leaders, you’re not just preparing for the day you step back—you’re also creating a stronger, more valuable jewelry business in the process.
Edge Retail Academy, a business coaching and data intelligence firm dedicated to advancing the jewelry industry. With decades of hands-on industry and coaching experience, and powered by Edge Pulse— its $3B+ proprietary data platform—the organization delivers real-time insights and customized strategies that drive growth in sales, inventory, profitability, recruiting, team performance, and long-term retirement planning. Edge Retail Academy’s mission is simple: to transform capable jewelers into industry leaders. Your success is our mission.
How to Run a Jewelry Event That Actually Drives Sales
A GREAT EVENT DOESN’T HAPPEN THE NIGHT OF. It happens in the weeks of preparation behind the scenes.
The stores that fill the room and drive real sales are working a timeline.
8 Weeks Out: Build the Foundation
Lock in your date and confirm your brand rep if it’s a trunk show. Get a commitment in writing, clarify what product they’re bringing, and ask about co-op marketing support. Many brands will provide signage, digital assets, or co-promote if you ask early enough.
Book catering vendors now, as the good ones get claimed fast. Even a simple spread elevates the experience, and the experience is what gets people talking.
Day Of: Execute the Plan
Build a list from your best customers, recent buyers, and anyone with a relevant life event on the horizon: an anniversary, a birthday, an upcoming wedding in the family.
4 Weeks Out: Fill the Room
Send personalized outreach to your top 20–30 clients first. A handwritten note or personal text beats a mass email every time. “I thought of you because you mentioned looking for the perfect anniversary gift” gets responses, while a generic blast does not.
Follow with a broader message to your full list. Lead with what’s in it for them: exclusive access, a first look at new inventory, and complimentary refreshments.
Open up appointment booking. Guests who book a time slot show up, and walk-ins are just a bonus. Appointments are your baseline.
2 Weeks Out: Confirm and Prepare
Send reminders to everyone who booked. A message the week before and again two days out cuts noshows dramatically.
Hold a team meeting. Every associate should know their role and which clients they own. “You own the follow-up for these five people” lands differently than “let’s all do our best.”
Give your team a final brief. Everyone knows their appointments and assigned clients. Then get out of the way and let all that preparation do its job.
After the Event: Where the Real Money Is Made
Most stores treat follow-up as an afterthought. That’s where sales get left on the table.
Send a thank-you within 24 hours. Make it personal: reference what they tried on or lingered over. A message that says, “I set aside the sapphire pendant you kept coming back to,” starts a conversation, while “thanks for coming” gets ignored.
For anyone who didn’t buy, assign a follow-up task to the associate who worked with them. Track it by name: who’s still deciding, who wanted to bring their spouse back in, and who asked about a custom piece. That list disappears if it lives in someone’s head. A clienteling platform like Clientbook logs these as active opportunities the night of the event, so nothing falls through the cracks.
The fortune is in the follow-up. The stores that win aren’t just the ones who throw the best events. They’re the ones who show up in your inbox the next morning like they never stopped thinking about you.
Clientbook has been an RJO vendor since 2021. Phone: (385) 352-3518 www.clientbook.com
Generational Shifts: How Younger Buyers View Jewelry Appraisals Differenty
FOR DECADES, JEWELRY APPRAISALS were viewed as a formality—something you did for insurance after a major life event like an engagement, anniversary, or inheritance. Today, that mindset is changing. Millennials and Gen Z are approaching jewelry ownership, valuation, and protection in fundamentally different ways, and the appraisal industry is evolving along with them.
Jewelry as an Asset, Not Just an Heirloom
Younger buyers are more financially literate and asset-conscious than previous generations. Many Millennials and Gen Z consumers see jewelry not only as a sentimental object but also as a tangible asset of value—similar to art, watches, or even alternative investments.
As a result, they are more interested in:
• Understanding current market value, not just replacement cost.
• Tracking appreciation or resale potential.
• Knowing how materials, craftsmanship, and brand affect long-term worth.
Appraisals are increasingly viewed as a financial snapshot, not a one-time document.
Transparency and Education Matter
Unlike past generations that relied heavily on jewelers or insurers to “handle it,” younger buyers want to understand the why behind the numbers. They expect:
• Clear explanations of valuation methodology.
• Plain-language reports (not just technical jargon).
• Visual documentation, digital records, and supporting data.
For them, trust is built through transparency and education, not authority alone.
Digital-First Expectations
Millennials and Gen Z live in a digital ecosystem, and they expect appraisal services to meet them there. Paper files stored in a drawer feel outdated. Instead, they value:
• Secure digital appraisal reports they can access at any time.
• Easy updates as market values change.
• Appraisals that integrate smoothly with insurance platforms.
The appraisal is no longer just a document—it’s part of a digital asset management experience.
Protection Beyond Traditional Insurance
Younger buyers are also redefining what “protection” means. While insurance remains important, they are more likely to ask:
• Do I need full replacement coverage or flexible coverage options?
• How often should values be updated in volatile markets?
• What happens if I sell, trade, or redesign the piece?
This generation is less brand-loyal and more solutiondriven. They want protection strategies that adapt to their lifestyles.
Ethical and Emotional Value Play a Bigger Role
For Millennials and Gen Z, value is multidimensional. Ethical sourcing, sustainability, and personal meaning influence how they perceive worth. An appraisal that acknowledges:
• Custom design work.
• Vintage or repurposed pieces.
• Responsible sourcing resonates more deeply than a purely price-driven assessment.
The Takeaway
Younger generations are not dismissing appraisals; they are redefining them. They want appraisals that are educational, transparent, digital, and aligned with how they view ownership and value.
For appraisers and jewelry professionals, this shift represents an opportunity: to move from being a transactional service provider to a trusted advisor, helping clients understand, protect, and manage their jewelry as meaningful assets in a modern world.
Heritage Appraisers has been an RJO vendor since 2024. Phone: (216) 591-0685 www.heritageappraisers.com
Jewelry & Commercial Shipping Trends & Tips for 2026
SHIPPING HIGH-VALUE GOODS
is more complex than ever, and shipping jewelry in 2026 means navigating a more expensive, more complex, and more risk-prone environment than ever before.
Today’s jewelers are managing more than rising carrier costs. They’re also facing increasingly sophisticated theft tactics, growing return fraud, evolving delivery expectations, and added complexity around international shipping. For businesses shipping high-value goods, success now depends on more than getting a package out the door—it depends on building a shipping workflow that helps protect margins, reduce exposure to loss, and deliver a better customer experience.
The State of Shipping in 2026
Shipping Costs are Still Climbing Carrier rate increases continue to put pressure on businesses shipping valuable goods. UPS announced an average 5.9% general rate increase entering 2026 (UPS, 2025), while added fees like fuel, signature, and handling surcharges continue to raise the true cost of shipping.
For jewelers, even small increases can add up quickly—especially when shipping high-value inventory, repairs, or special orders. Packaging also matters. It should help protect what’s inside while remaining discreet and efficient.
Convenience is Rising, but So is Delivery Risk
Customers expect delivery to be fast, transparent, and convenient. But when valuable goods are involved, convenience isn’t always the safest option.
Features like doorstep delivery and simplified handoff experiences may feel seamless, but they can also increase exposure to theft, missed deliveries, and disputes if not carefully managed. Fraud and loss prevention matter more than ever.
Shipping Threats are Becoming More Sophisticated
Today’s shipping risks go far beyond lost packages. According to CargoNet’s 2025 annual analysis, estimated cargo theft losses surged to nearly $725 million in 2025, and the average
value per theft rose to $273,990 (CargoNet, 2025). For jewelers, that matters. High-value shipments are especially vulnerable to fraudulent pickups, shipment diversion, identity spoofing, and social engineering.
Returns and International Shipping Add Complexity
Recent reporting shows U.S. retail returns reached roughly $849.9 billion in 2025 (NRF & Appriss Retail, 2025), creating more pressure on businesses to manage verification, inspection, and chain of custody carefully. International shipping also adds complexity around duties, taxes, and landed costs.
How JM Shipping Solution Can Help
JM Shipping Solution helps businesses navigate today’s shipping challenges with tools designed to support smarter shipping decisions, stronger protection, and greater operational confidence. From rate shopping and integrations to shipment protection and international capabilities, JM Shipping Solution helps jewelers ship with more confidence and work to prevent losses before they happen.
Click here for more information on JM Shipping Solution.
Want to dive deeper? Read the full blog on our website for more insights, trends, and best practices shaping jewelry shipping in 2026.
Jewelers Mutual has been an RJO vendor since 2005. Phone: (800) 558-6411 www.jewelersmutual.com
The Evolving Role of Jewelry & Watch Care Plans
AS FINE JEWELRY AND WATCHES continue to represent meaningful purchases for consumers, long-term care and protection have become an increasingly important part of the retail conversation. Well-structured care plans help address accidental damage, routine maintenance, and normal wear and tear, supporting both product longevity and overall customer satisfaction.
Montage has delivered jewelry and watch care plans built around preserving the beauty and function of each piece over time. Coverage is designed to address the types of issues retailers see most frequently, while maintenance services help ensure items continue to look and perform as intended long after the initial sale.
Beyond coverage itself, retailers increasingly consider how a care plan program integrates into daily operations. The ease of the claims experience, the level of service support provided, and the availability of sales training all influence how effectively a program performs at the store level. When aligned with the sales process and supported by clear communication, care plans can strengthen customer relationships, encourage repeat business, and reinforce a retailer’s commitment to standing behind the products they sell.
Montage has been an RJO vendor since 2017. Phone: (616) 426-6149 www.montagejewelrycare.com
July 31–August 3, 2026
Turning Everyday Interactions into Lasting Customer Relationships
IN RETAIL, MANY OF THE IDEAS that shape strong teams are not new. Most leaders already know them. The challenge is in the middle of daily operations, sales targets, and endless tasks, we rarely pause to reflect on them or give them the emphasis they deserve.
I often remind store owners of a simple truth: the sparkle in a store does not come only from diamonds and gold. It comes from the people who welcome customers, guide them, and represent the brand every day.
Every successful jewelry store I have worked with shares one common foundation. It has a team that understands how to build trust. These teams know selling jewelry is not only about products. It is about experiences, emotions, and relationships.
At NUNU, I often say products attract attention, but people build brands. When staff members grow into confident brand ambassadors, they do much more than complete sales. They create connections customers remember.
In my recent seminar at the RJO Winter Buying Show in Phoenix, I spoke about the Staff to Stars journey and how leaders can build high-performing teams. In this continuation, I want to focus on something equally important. I want to talk about how everyday interactions can turn ordinary staff members into trusted advisors for customers.
Every Interaction
Shapes the Brand
Customers begin forming impressions the moment they walk into the store. A warm greeting, genuine interest, and attentive listening immediately create comfort.
Jewelry purchases celebrate important moments in life. When team members understand this, they begin to approach customers with curiosity and care. That small change often transforms the entire experience.
Listening Before Selling
One skill I always encourage teams to develop is listening. Many sales professionals feel pressure to explain products quickly. In reality, the strongest relationships begin when staff members first understand the person in front of them.
A simple question such as, “What occasion are we celebrating?” opens the door to a deeper
conversation. Customers appreciate when someone takes the time to understand their story. When staff members listen carefully, they create comfort. Comfort builds trust. Trust then leads to confident purchasing decisions.
Storytelling Creates Meaning
Jewelry carries stories. Each piece reflects design inspiration, craftsmanship, and tradition. Instead of only presenting features, teams can explain the inspiration behind a design and the meaning it carries. When customers understand the story behind a piece, it becomes more personal. The jewelry begins to represent a memory rather than simply a product.
Consistency Builds Trust
Another important element in the journey from staff to stars is consistency. Every customer should feel welcomed and valued, whether they are making a large purchase or simply exploring the collection. When customers experience the same level of care each time they visit, trust grows naturally. Over time, these consistent experiences turn first-time visitors into loyal clients.
Pride in Service
Leadership plays a powerful role in shaping customer experiences. When leaders recognize effort and appreciate thoughtful service, teams feel proud of what they do.
I have seen teams transform when their contributions are acknowledged. Pride changes how people approach their work. Team members begin to focus on creating memorable experiences rather than simply completing transactions. That shift is where the real journey from staff to stars begins.
Continuing the Conversation
Sincere gratitude to everyone who attended my record-attended, “sold-out” seminar at the Show in Phoenix. Your presence and participation made it special for each and every one of us there.
If you have questions, reflections, or topics you would like us to explore next, feel free to reach out. I would be happy to continue the conversation.
NUNU has been an RJO vendor since 2022. Phone: (954) 686-8458 www.nyou.in
Onboarding: Creating a Five-Star First Impression
HAVE YOU EVER STAYED AT a luxury hotel? Looking back, think about how excited you were when you booked those accommodations. You probably still remember the details of the check-in process: a warm greeting, a clear explanation of amenities, and reassurance someone was available if you had questions or concerns. You were also told about special events and “must-see” attractions.
You felt welcomed, informed—and valued. That same feeling should define the onboarding experience for new hires.
Too often, onboarding is treated as a one-day event or a quick orientation. New employees are handed a manual, told to “watch how others do it,” and expected to figure things out on the fly. This “baptism by fire” approach leaves people overwhelmed, disengaged, and unsure of expectations. Considering the high cost of turnover and the fact the first week is a critical period, this is a missed opportunity.
Effective onboarding starts well before day one. Just as a luxury hotel confirms your reservation and sets expectations before arrival, organizations should formalize job acceptance, send a welcome message, and prepare a clear onboarding plan. This early engagement helps new hires feel confident in their decision and committed before they ever walk through the door.
The first day matters. Making it special sets the tone for everything that follows. Imagine having business cards, a personal email address, a list of important contacts, a designated place to put things, and maybe even a cup of coffee or tea waiting upon arrival on the very first day. Arranging staff introductions, a store tour, a review of the onboarding plan, and honest conversations about challenges and rewards help new hires understand not just what they will do, but why it matters. An assigned buddy or mentor helps with the transition and alignment with company goals and culture, so there are no surprises down the road.
Onboarding doesn’t stop after the first day—or even the first week. A structured 30-60-90-day approach supports employees as they transition from learning to contributing. In the first 30 days, the focus is on understanding the role and the organization. By 60 days, employees begin contributing more confidently. At 90 days, they should be fully engaged, adding
value, and contributing at or near a baseline level, with the understanding ongoing support is being provided.
Regular check-ins are the concierge service of onboarding. These conversations provide clarity, reinforce learning, answer questions, and address concerns before they become problems. Using a variety of tools, bite-sized learning, and consistent feedback helps new hires build confidence and competence. For at least the first 30 days, plan to begin and end each day with a recap of learning, an overview of the plan for the day (or the next day), and time to answer questions.
When onboarding is intentional and well planned, employees feel the same way guests do at a luxury resort: welcomed, supported, and excited about what’s ahead. That kind of experience doesn’t just make people “stick”—it helps them thrive.
— Dayna Brown, SHRM-SCP
Optimum Retail Solutions has been an RJO vendor since 2023. Phone: (801) 907-1650 www.optimumretailsolutions.com
Using Insured Promotions to Elevate Jewelry Sales
KEY RETAIL HOLIDAYS SUCH AS Mother’s Day, Father’s Day, the Fourth of July, and Labor Day offer jewelry stores valuable opportunities to increase foot traffic, engage new customers, create buzz around their store, and reinforce brand loyalty. While traditional discounting remains common, many retailers are exploring structured promotional strategies that create excitement without relying solely on markdowns. Insured promotions, including prize and weather-contingent concepts, provide a structured way to generate excitement while maintaining financial predictability.
An insured promotion allows a retailer to offer a high-value prize or conditional refund while transferring the financial risk of a payout to an insurer. Rather than self-funding the full potential exposure, the business pays a fixed premium. If a customer wins or a specified event occurs, the insurer covers the cost of the prize or refund. This structure enables retailers to create compelling campaigns with predictable budgeting.
For Mother’s Day and Father’s Day, retailers can incorporate a range of promotional formats to enhance engagement and drive store traffic. While statistical or chance-based concepts, such as envelope drawings, scratch cards, number matches, wheel spins, or safe-crack challenges, can add excitement, they are only one option. Some stores choose skill-based promotions, such as basketball shots or other in-store challenges tied to a featured gift item. Others may structure guaranteed prize giveaways with the opportunity to win a larger headline award. For example, every purchaser might receive a chance to win a luxury watch, diamond pendant, or shopping spree, while smaller prizes are distributed throughout the campaign to sustain interest. These promotions can be tailored to fit a wide range of budgets, store sizes, and customer demographics, making them adaptable to different retail strategies.
Summer holidays such as the Fourth of July and Labor Day lend
themselves particularly well to weather-contingent promotions. Retailers may offer customers a refund on qualifying purchases if a specific weather event occurs during a predetermined timeframe. For example, a store could promote: “Receive a full refund on your purchase made during the promotional period if it reaches 100°F on July 4,” or “If it rains more than one inch on Labor Day, your purchase is free.” Weather-based promotions can influence purchasing behavior by creating urgency. Customers may feel encouraged to buy now rather than delay a decision, knowing there is a possibility of a refund. Even when the triggering event does not occur, the promotion can drive increased store visits and create buzz.
Working with an experienced underwriting team is an important part of developing a successful insured promotion. Tokio Marine HCC—Specialty Group’s Prize Indemnity team brings decades of experience designing and underwriting customized promotions across a wide range of retail environments. With extensive market knowledge and flexibility in structuring both prize- and weather-based concepts, the team works closely with retailers to develop programs that align with store objectives, budgets, and timelines while ensuring clarity and compliance throughout the process.
Tokio Marine HCC—Specialty Group has been an RJO vendor since 2018.
Phone: (781) 994-6000 www.tmhcc.com/en-us/
Tokio Marine HCC—Specialty Group
AI & Jewelers
On To The Next Chapter
Over the past several years, In the Loupe has featured articles as well as a cover story exploring the early impact of artificial intelligence (AI) on jewelry retail, particularly in writing, editing, and communication. At the time, AI felt like an intriguing new tool— promising, but still somewhat experimental. Fast forward to today, and that tentative curiosity has shifted into something with far more possibilities. AI is no longer a novelty. It is quickly becoming a staple of how businesses operate, communicate, and compete.
NOWHERE IS THIS MORE EVIDENT than in social media and the creation of content for it.
For independent jewelers, social media has long been both an opportunity and a burden. It offers a direct line to customers, a chance to showcase inventory, tell stories, and build relationships beyond the showroom floor. But it also demands consistency, creativity, and time—three resources often in short supply. The expectation to post regularly, produce engaging visuals, and keep pace with ever-changing trends can feel overwhelming.
And yet, standing still is not an option, and RJO is helping jewelers move forward. At the Winter Buying Show, one of the most popular and well-attended sessions was “Creative AI Tools to Transform Your Social Media.” The presenter was Shreya Mehta, owner of RJO vendor, Amipi. This overview is an extension of the information she presented in Phoenix and includes insights from her as well. Today’s consumer expects a steady stream of content. They scroll quickly, judge instantly, and engage selectively. If your store isn’t visible—or if
Shreya Mehta Owner, Amipi
I’ve been fascinated by computers since I was a child, especially the idea you could send messages to family across the world without a physical connection. That sense of possibility stayed with me, but in recent years, as AI rapidly evolved, it became something I was honestly scared of for a while. About a decade ago, instead of continuing to avoid it, I decided to face that fear head-on. I took a free online MIT course to better understand how AI works, and that completely shifted my perspective. It went from feeling intimidating to becoming something I could thoughtfully incorporate into my creative process at Amipi, where I use it to explore ideas, speed up workflows, and push creative boundaries.
When she’s not creating at Amipi, Mehta is focused on growing her professional art career and spending time with her family, something that matters most to her.
your content feels dated or inconsistent—you risk being overlooked, regardless of the quality of your merchandise or service. In this environment, the question is no longer whether to participate in social media, but how to stand out within it.
“Jewelry businesses today are competing on a much more visible, global stage,” says Mehta. “Customers are used to seeing highly polished content, so expectations are higher than ever. At the same time, the pressure to post consistently can feel overwhelming, especially for smaller teams trying to keep up.”
This is where the latest wave of AI advancements is beginning to reshape the landscape.
From Experiment to Essential
Over the past year, AI has evolved dramatically, particularly in the areas of image and video creation. What once required professional photographers, videographers, graphic designers, and hours of editing can now be accomplished in a fraction of the time—often by a single person.
Says Mehta, “Before AI, creating social media content for a jewelry store was a slow, manual process, brainstorming ideas, writing captions, coordinating visuals, and often relying on outside help. Today, what used to take hours or even days can be done in minutes. You can generate ideas, test multiple creative directions, and bring a concept to life almost instantly. It has shifted content creation from a onetime effort to a fast, iterative process. Personally, what used to take me a week to plan can now be done in just a few minutes.”
For independent jewelers, this shift is significant— not just because it saves time, but because it lowers the barrier to entry for high-quality content. Stores that may not have had the budget for professional production can now create polished, visually compelling posts in-house.
But efficiency is only part of the story
The New Creative Landscape
As AI tools become more accessible, the baseline for what constitutes “good” content is rising. Clean images and basic videos are no longer enough to capture attention. When everyone has access to similar tools, differentiation becomes more challenging—and more important. This is where creativity, strategy, and authenticity come into play. AI can generate content, but it cannot replicate the unique identity of your store. It does not know your customers personally, understand your community, or share your history. Those elements remain firmly in the hands of the jeweler.
“AI significantly reduces both time and cost,” says Mehta. “What once required an agency or external support can now be handled in-house with the right tools. It also allows jewelers to test multiple ideas quickly, which simply was not feasible before. The
result is content that feels more polished and consistent, often resembling high-end campaign visuals, but created far more efficiently. It also brings the process closer to the business, because no one understands the product better than the team behind it.”
The most effective use of AI, then, is not as a replacement for creativity, but as a catalyst for it.
For example, a jeweler might use AI to create multiple visual concepts for a single piece of jewelry—placing it in different seasonal settings, experimenting with color palettes, or testing various styles. From there, the jeweler can select the options that best align with their brand and refine them further.
Similarly, video tools can be used to quickly produce variations of a post—short-form clips for one platform, longer storytelling pieces for another—without starting from scratch each time. This flexibility allows jewelers to experiment more freely. Instead of investing heavily in a single piece of content, they can test multiple ideas, see what resonates, and adjust accordingly. In a world where algorithms favor consistency and engagement, this ability to iterate quickly is invaluable.
A list of AI video generation tools recommended by Shreya Mehta is provided on the bottom of the next page
Time, Cost, and Performance
By now it may seem the practical benefits of AI adoption are clear. First, there is the matter of time. Social media has always required a steady commitment, but AI reduces the hours needed to produce content. Tasks that once consumed entire afternoons can now be completed between customer interactions or after hours, without sacrificing quality
Second, there is cost. Professional photography and videography services remain valuable, particularly for major
Three Hands
On February 6, Dena Golden Tanner, president and owner of RJO vendor J. Frank Golden and Associates, posted this ChatGPTgenerated image on the RJO Exclusive Facebook page:
“I was wondering if anyone else would catch the mistake,” says Dena, “but also wanted to remind our audience we offer repairs as a service! We all thought it was hilarious!”
So, how does this happen? We asked ChatGPT.
Q: Attached is an AI-created image. The woman in the image has three hands. How does this happen?
A: Great catch! This is a classic AI image-generation glitch. What you’re seeing happens because of how image models (like diffusion models) construct pictures. AI image generators don’t truly understand human anatomy—they predict pixels based on patterns from training images.
In this case, the model likely tried to combine multiple actions at once: holding a tool, working on jewelry, and pointing upward. Instead of choosing one pose cleanly, it blended them together, accidentally creating an extra hand.
Hands and arms are especially tricky because they’re complex, flexible, and often interact with objects. That makes them one of the most common places for errors like extra fingers or limbs.
Finally, AI doesn’t “double-check” its work the way a human would. It simply outputs what looks statistically plausible, even if it results in something unrealistic—like a person with three hands.
campaigns or brand-defining moments. However, AI provides a cost-effective alternative for day-to-day content, allowing jewelers to maintain an active presence without a significant ongoing investment. Third, there is performance. AI-generated or AIenhanced content often performs differently—and in many cases, better—than traditional posts. Visuals are sharper, more dynamic, and more aligned with current trends. Videos can be optimized for specific platforms, increasing the likelihood of engagement. Captions can be tailored to match tone, audience, and timing.
But perhaps a more important benefit of AI is it enables consistency. Rather than posting on social media sporadically, jewelers can maintain a regular cadence, which is critical for visibility. The ability to plan, create, and schedule content efficiently helps ensure your store remains top of mind for customers.
Images and Video
One of the most impactful areas of AI adoption is in visual content creation. In the past, showcasing jewelry online often meant relying on standard
product photography—clean, well-lit images against neutral backgrounds. While effective, these images can feel static in a fast-moving social media environment.
AI changes that.
With the right tools, a single product image can be transformed into a variety of lifestyle visuals. A ring can appear in a romantic outdoor setting, a holidaythemed scene, or an elegant formal environment— all without leaving the store. Necklaces and bracelets can be styled on virtual models, eliminating the need for in-person shoots.
Video takes this even further. Short-form video has become one of the most powerful formats on social media, but it has traditionally been one of the most resource-intensive to produce. AI simplifies this process by converting images into motion-based content, adding transitions, music, and effects that align with current viewing habits.
For example, a jeweler can take a series of product images and turn them into a polished video showcasing a collection, complete with subtle animations and branding elements. The result is content that feels modern and engaging, without the complexity of traditional video production.
My Tools for Video Generation
By Shreya Mehta
Google Veo 3
(www.artlist.io/ai/models/veo-3-1)
Best for creating high-quality, cinematic AI videos that feel premium and realistic for luxury jewelry content. We use Veo 3 because it delivers the most polished, “high-end campaign” look.
Runway
(www.runwayml.com)
Best for fast, creative social video generation and editing— great for quick product reels and lifestyle concepts. Pika (www.pika.art)
Best for short-form, scrollstopping video clips with trendy motion effects, ideal for Instagram and TikTok.
While many of these tools offer free trials, most require a monthly subscription. That said, the cost is minimal compared to the time and expense of creating content from scratch or outsourcing to an agency.
“One of the best parts of AI,” says Mehta, “is the ability to repurpose content. One product should never be just one post. A single diamond pendant can become an Instagram feed post, a story, a reel script, a Pinterest pin, an email banner, and even ad copy variations. Instead of thinking ‘I need 20 new ideas,’ think ‘I need one strong idea and multiple versions.”
Importantly, these tools are not limited to promotional content. They can also be used for storytelling—highlighting the craftsmanship behind a piece, sharing the history of the store, or celebrating milestones and customer moments. In this way, AI supports not just marketing, but the broader narrative of the business.
Social Media Success in an AI-Driven World
As AI becomes more integrated into content creation, the question shifts from “Should we use it?” to “How do we use it well?” The answer lies in balance. Just as with any tool, the value of AI depends on how it is applied. Over-reliance can lead to content that feels generic or disconnected, while underutilization can leave opportunities on the table. The most successful jewelers are those who strike a thoughtful balance—using AI to enhance efficiency and creativity, while maintaining a strong, authentic voice.
This means:
• Staying consistent with your brand identity, even as you experiment with new formats.
• Prioritizing storytelling and connection, not just aesthetics.
• Engaging with your audience, rather than simply broadcasting content.
• Monitoring performance and adjusting your approach over time.
It also means recognizing social media is not just about selling. It is about building relationships. Customers want to see the people behind the business, understand the values that guide it, and feel a sense of connection. AI can help deliver that message more effectively, but it cannot replace the human element that makes it meaningful.
The Next Chapter
The rise of AI in jewelry retail is not a passing trend. It is a fundamental shift in how businesses create, communicate, and compete. For independent jewelers, this presents both a challenge and an opportunity.
The challenge is to adapt—to learn new tools, rethink workflows, and stay current in a rapidly changing environment. The opportunity is to do so in a way that strengthens, rather than diminishes, the qualities that define independence. The tools may be new, but the goal remains the same: to connect with customers, tell compelling stories, and showcase the beauty and craftsmanship of fine jewelry. But it is still up to each individual store to make it meaningful.
As we look ahead, one thing is clear: jewelers who embrace these tools thoughtfully—who combine innovation with authenticity—will be the ones who continue to move forward, generation after generation.
Who Owns AIGenerated Works?
Copyright ownership of AI-generated works depends on the level of human involvement.
Works Solely Generated by AI
If a work is created entirely by AI without human input, it is not eligible for copyright protection and is considered part of the public domain. As a result, no one can own it. The U.S. Copyright Office has consistently refused to register such works, a position upheld by a federal court.
Works Combining AI and Human Input
When a work includes both AI-generated content and human authorship—such as written text or creative selection and arrangement—the humancreated elements may be protected by copyright and owned by the human author.
Source: The Copyright Alliance https://copyrightalliance.org
MILESTONE
Robert Foster, owner of McFerrin's Jewelry in Greenville, SC, passed away on Monday, December 15, 2025, at the age of 69. Robert and his wife, Susan, worked together and became RJO members in 2019.
Our thoughts go out to the McFerrin family.
CALENDAR
Vendor Registration closes—Summer Buying Show in Lexington, KY
Retailer Registration opens—Summer Buying Show in Lexington, KY
22 All invoices must be received in the RJO office
Memorial Day—RJO office closed
NEW MEMBERS
Bailey’s Jewelers
Derek Bailey
Seneca, PA
Referred by Gary Nageli, Edmunds Jewelers, Pleasant Hills, PA
Barnhardt Jewelers
Deborah Basinger
Salisbury, NC
Boyer’s Diamonds
Robert & Irina Dominick
Williamsburg, VA
Referred by Marsden Brothers Promotions, Idaho Falls, ID
Bridgewater Jewelers
Mary Lenhoff
Historic New Castle, DE
Referred by Fran Pepeta, Del Haven Jewelers, Newark, DE
David Charles Ltd.
Jacqueline Bruno
Hammonton, NJ
Referred by John Hunter, Royal Chain, New York, NY
Elebash Jewelry Company
Patrick Elebash
Pensacola, FL
Referred by Bob Meadows, Meadows’ Jewelers, Pensacola, FL and Andy Cline, Cline Jewelers, Edmonds, WA
Elegance Jewelers
Rosa Fierro Phoenix, AZ
Goldsmith Gallery Jewelers (Second Location)
Scott Wickam
Bozeman, MT
Jewelry Design Gallery (Third Location)
Reuben Bibi
Manalapan, NJ
Mucklow’s Fine Jewelry
David Murray
Peachtree City, GA
Palazzo Jewelers (Second Location)
Ruben Palazzo
Millsboro, DE
Rome Jewelers (Fourth Location)
Marc Sodini
Xenia, OH
Reed & Sons Jewelers
Ryan Reed
Sedalia, MO
Referred by Allison Kaufman, Van Nuys, CA
Snyder Jewelers (Second Location)
Michele Rohn
Longmont, CO
Welsh International
Kevin Welsh
Catonsville, MD
These jewelers will receive a $1,000 finder’s fee for their referral, payable after a new member has been in good standing for at least six months.