Jewelers of America is the official education provider at the JA New York show, offering a full slate of instructional programs and seminars covering relevant jeweler topics including profit strategies, selling techniques, marketing, product knowledge, legal issues, e-commerce and more. Participants leave with a clearer understanding of the present state of the jewelry industry. We also host a booth with information and resources on membership and its benefits.
For more information about JA New York or to register for an upcoming show, call VNU Expositions, the show organizer, toll-free at 800.650.1591, or visit the JA New York website, www.ja-newyork.com. To sign up as an exhibitor, please call 646-654-4986.
- Special J-Biz Seminars at the JA New York Show
- Digital Media Marketing Education Seminars: Sunday, July 27, 2008
- Financial and Inventory Management Education Seminars: Monday, July 28, 2007
- JA Retail Learning Center Program: July 27-29, 2008
Special J-Biz Seminars at the JA New York Show
Digital Media Marketing Education Seminars: Sunday, July 27, 2008
Presented by Nick Failla, President, and Ron Bill, CEO, of Premier Consulting Innovations
Why “Digital Media Marketing”?
Quite simply, it’s what your customers prefer. The latest research shows that most affluent jewelry shoppers prefer digital communications over any other medium, and because of this, online media campaigns are becoming pivotal to the future success of fine jewelry retailers. Today, companies must connect with customers through digital channels in order to succeed.
Digital media marketing is extremely efficient, targeted, timesaving, and much less expensive to maintain than traditional marketing methods. Attend the following seminars and learn how digital media marketing can be integrated into your store’s overall marketing strategy quickly and affordably. After the training, you’ll be ready to create new marketing programs that are successful in attracting and keeping customers. Don’t allow your store’s marketing efforts to get lost in an out-of-date analogue world. Join the digital revolution and watch your business soar.
The following education sessions will be located off the show floor in a downstairs meeting room TBA.
9:30 – 10:45 AM
Integrating Digital Media Marketing Tools Into Your Business Model
Digital Media Marketing has rapidly moved from being an option to an imperative. This seminar will introduce you to the concepts of digital media marketing and how it can make your store more profitable.
Topics covered include:
- Developing a digital media marketing plan that targets your unique customer demographics
- How to integrate digital initiatives (websites, e-mail, e-newsletters, and online promotions) with your overall marketing plan
- How to conduct quick and inexpensive consumer research in order to produce effective digital media marketing campaigns
- Strategies to target and deliver smart marketing messages to digital-savvy jewelry consumers
- Maximizing digital-media spending for the greatest return on investment
11:00 AM – 12:15 PM
iSearch: Consumer Research Made Easy
Learn how to conduct quick and effective Internet market research that will give you the right information to create a strategic digital marketing plan. This research will help you target your marketing efforts effectively and, ultimately, drive more customers to your website and through your front doors.
1:15 – 3:15 PM
Digital Newsletters – Fast, Easy and Effective
Learn how amazingly easy it is to create your own digital newsletter using simple and affordable tools. Digital newsletters offer a multitude of advantages over traditional print newsletters. They are quicker and less expensive to create, they can be easily customized for multiple target audiences, there are no printing or mailing costs, and digital-savvy consumers are more likely to read and react to them.
Video Email and Video Newsletters – The Power of the “Moving Picture”
When you add, digital videos to your marketing emails or newsletters, you enhance and reinforce your marketing message beyond the power of words or pictures alone. In fact, no segment of the Internet world has seen faster growth in recent years than the digital video. Websites like “You Tube” and “My Space” receive tens of millions of hits a day. Video make your message more personal, fosters the building of relationships, and enhances the customer experience -- which all lead to a more loyal and satisfied customer.
Attend this seminar and discover how simple and cost-effective it is to create and incorporate short videos into all your digital marketing messages. It’s time to turn the power of video into profits for your store.
Financial and Inventory Management Education Seminars: Monday, July 28, 2007
The following education sessions will be located off the show floor in a downstairs meeting room TBA.
9:30 – 10:45 AM
Small Businesses Don’t Die; They Just Commit Suicide!
Learn What It Takes to Keep Your Store Financially Healthy
Tom Shay, CSP, ProfitsPlus, Inc.
Find a business that is closing, and you will likely hear that a sizeable competitor is blamed for the unfortunate turn of events. But the reality is most businesses fail because of their own inactions or incorrect actions. Reports from the U.S. Census Bureau show that as companies have downsized, and individuals decide they want to own their own business, there are more and more new small businesses opening. Yet, some 95% will not be in business long enough to have their 5th anniversary sale, and only half of those will celebrate their 10th anniversary.
Whether your business is in its first ten years of existence, or has been around for decades, this presentation will review the top ten reasons for business failure, what owners can do about it, and send you home with a short list of things to do to ensure the profitable future of your business. Attend this seminar and you’ll learn how to keep your business healthy and profitable.
11:00 AM – 12:15 PM
Black Ink: Cash Flow Management Secrets Your Accountant Never Shared
Tom Shay, CSP, ProfitsPlus, Inc.
It’s known that lack of financial management is the major cause of failure for small businesses. And 54% of the businesses that do fail have a financial statement that shows them as being profitable. Sure, most businesses get a financial sheet that is updated each month, but is it being utilized to its fullest? Do they create a cash flow chart? And have they established a set of goals, both long and short term? While many businesses receive financial information, this information is rarely used to make strategic decisions for the business.
After this presentation, you’ll have a thorough understanding of the importance of cash flow management and how to successfully monitor the cash flow in your store. You’ll also have the knowledge to create a cash flow chart that will provide you with an accurate estimate of how much money you really have each and every month.
12:45 PM – 2:15 PM
Inventory Out of Control! Solutions for a Changing Market
Abe Sherman, CEO, Buyers International Group, Inc. (B.I.G.)
Is there a Perfect Storm brewing? The economy, rising metal prices, diamond prices, falling margins, aging inventory and tightening credit … these are all factors contributing to one of the most demanding and uncertain business climates in history. One of the primary challenges facing jewelers today is too much cash tied up in non-performing inventory. At the same time, there are departments that actually need more merchandise – but who has the cash to pay for it?
Abe Sherman, CEO of Buyers International Group (B.I.G.), will reveal how drilling into the details of inventory enables retailers to discover their own buying patterns which then relates to their customers' purchase history. Abe will show you easy, intuitive methodologies for analyzing sales and inventory – resulting in improved buying decisions and increased inventory turn, gross margin and most of all, profits. Attend this seminar and you’ll learn innovative ways to look at your business that will open your eyes to opportunities to grow your sales and turn aged inventory into cash.
2:45 PM – 4:15 PM
It’s All About the Numbers: Financial Success Through Benchmarking
David Peters, Director of Education, Jewelers of America, Inc.
Everyone attending this seminar will receive free of charge a copy of JA’s most recent “Cost of Doing Business Survey” – a $150.00 value!
It’s truly amazing how a few easy-to-understand numbers from your financial statements can have such a profound impact on the success or failure of your business. Using Jewelers of America's invaluable "Cost of Doing Business Survey," this seminar will explain what the important numbers are and what they mean. You’ll learn how to compare your store to national benchmarks and judge its performance in multiple areas. You'll also discover how to develop a strategic action plan to move your business in the direction you want it to go.
Topics addressed include:
- The economy and dealing with its impact on your business
- Improving profit-to-revenue ratios
- Increasing productivity in personnel, inventory and space
- Balancing financial liquidity through inventory and financial control
In today’s world, it’s more important to ask the right questions than to know the answers – because answers change much more rapidly than questions. Learning how to look at your store’s performance compared to national benchmarks will inspire change and motivate you toward a more profitable future.
JA Retail Learning Center Program
All of the following education events will be held in the Jewelers of America Retail Learning Center classroom located on the show floor.
Sunday, July 27, 2008:
A Full Day of Bench and Service Department Education Seminars
10:00 - 11:15AM
Pricing Repairs for Profitability: How to Develop a Comprehensive Repair Pricing Guide
Tom Weishaar, JA Certified Master Bench Jeweler, Underwood Jewelers
Now, more than ever, the accurate pricing of repairs is crucial to your bottom-line success. With escalating precious metal costs and growing pressures to increase service department productivity, every store needs a comprehensive system in place to insure maximum profitability.
In this seminar you’ll learn how to increase your service department profits using a professional repair pricing guide. Discussions will include how to develop a price book and what (and what not) to do as you develop your pricing strategies. The seminar will also explore ways to reduce repair workload while increasing repair profitability.
You’ll see examples from some of the best pricing guides, including “The Guide” by David Geller. You will also receive a free advanced pricing guide on CD-ROM, allowing you to fill in your prices and print a personalized version for your store.11:30 - 12:45PM
It’s All in the Job Card: A Guide to Writing Accurate and Profitable Repair Tickets
Tom Weishaar, JA Certified Master Bench Jeweler, Underwood Jewelers
Is your service department not as profitable as you’d like it to be? Does your sales staff fall short when it comes to diagnosing simple repairs? Does your bench jeweler waste time trying to figure out exactly what’s supposed to be done after reading the directions on a repair ticket? If you’ve answered yes to any or all of these questions, then your store can benefit from attending this seminar.
1:00 - 2:15PM
From Palladium to Purple Gold: Understanding Exotic Precious Metal Alloys
Daniel Ballard, Research and Development, Precious Metals West
Technology and metallurgy have come together to produce exciting new and workable alloys that were previously the stuff of fantasy and frustrated designers. Palladium, purple gold and other exotic precious metals are now making their way into the jewelry marketplace. Attend this seminar and you’ll discover how you can start working with these metals in your store and begin to profit from all the opportunities and possibilities they offer.
You’ll learn about new equipment that makes working with these materials more practical then ever. You’ll also discover insights into casting, laser work, coating and patinas. Don’t miss this outstanding opportunity to learn about these new alloys from one of the nation’s leading metallurgy experts.Exotic Precious Metal Alloys – the future began yesterday. So start leaning about them today!
2:45 - 4:00PM
The Final Finish:
A Guide to Finishes, Textures, Plating Techniques and New Finishing Technologies
Jeffrey Connolly, Certified Master Bench Jewelers, Bove Jewelers
Less than one hundred years ago jewelry was burnished by hand using steel tools to create a highly polished finish. But what about today – has technology made a modern bench jeweler’s life that much easier or less complicated? Are the new polishing compounds as good as or better than old ones? Do the new finishing or polishing machines really warrant the investment?
4:15 - 5:30PM
The Palladium Bench 101: A Jeweler’s Guide to Palladium Processes and Profitability
Linus Drogs and Chris Ploof, Technical Experts, Palladium Alliance International
Palladium, now more than ever, is the right white metal choice for jewelers looking to increase profitability and open a new world of products to their customers. For the bench jeweler, palladium presents some unique challenges, and knowledge of how to work with palladium is critical to customer satisfaction and increased sales.
Attend this seminar and you’ll learn about Palladium’s unique characteristics and discover how easy it is to begin fabricating, casting and repairing palladium jewelry at your bench. The processes, procedures and tips from this seminar will ensure that your store and service department have the confidence and knowledge to begin profiting from Palladium.
Monday, July 28, 200810:30 - 11:30AM
What’s Hot! What’s Not!: Discovering What Your Customers Really Want
Helena Krodel, Associate Director of Media, Jewelry Information Center (JIC)
Have you ever walked a trade show and wondered where to start? What should I buy? How much should I buy? What will my customers want to buy this holiday season?
Jewelry Information Center will be presenting a seminar to ease some of those fears. Spokesperson Helena Krodel has her finger on the pulse of the fine jewelry and watch industry. She will forecast some of the hottest trends of the season while discussing the influence of things like pop culture and fashion on consumer’s buying habits for holiday. From traditional best sellers to “of the moment” pieces, this seminar is a crash course on what to stock in your store for the holiday selling season. Hear about the hot colors, styles, price points and categories that are touted on the top of shoppers’ lists. She will provide real life examples and specific brand names to help the buying process. Don’t miss this amazing opportunity to find out what your customers really want…find out what’s hot and what’s not!
11:45 am - 1:00 PM
GIA Gemstone Treatment Update 2008
Brian Driscoll, GG, AJP, Gemology Instructor, Gemological Institute of America
In this very popular annual presentation, you’ll learn about the most important treatment processes currently in the gemstone market. Every commercially important gemstone used in jewelry will be addressed regarding the nature and identification of treatments that apply to them.
1:15 - 2:15 PM
Legal Compliance: What’s New; What Affects You
Susan Flamm, Assistant General Counsel, Jewelers Vigilance Committee (JVC)
Jewelers Vigilance Committee (JVC), the guardian of ethics and integrity, will update jewelers about important legal issues affecting our industry.
Suzan Flamm, JVC’s assistant general counsel, will cover a wide range of topics, including:
- Irradiated Gemstones Update
- New anti-money laundering guidance for retailers
- Platinum: Revisions of the guides
- Rubies: Treatments and recent legislative proposals
- And more, there’s always something new happening at the JVC
- For more information, visit JVC’S Website, www.jvclegal.org.
2:30 - 4:00PM
Market or Die: Five Ways to Grow Your Jewelry Sales in a Sinking Economy
Rafael Mael, Marketing Strategist, Brand Launcher
Marketing isn’t about fancy ads or flashy websites – it’s about getting clear, measurable bottom-line results from your promotional dollars. But in today’s oversaturated, hyper-competitive jewelry marketplace, the old “me too” approach to marketing doesn’t cut it anymore. Competition is fierce, and it’s almost impossible to stand out from the crowd. What can you do to get maximum impact from your marketing budget?
Marketing expert Rafael Mael will help you drive your jewelry business to the next level at his interactive seminar. Discover the specific strategies that you should be using to bring in new business, like:
- the costliest mistake even advanced jewelry stores make in promoting their businesses (you’re probably doing it too)
- out-of-the-box strategies for marketing to your best customers
- the single most powerful word to use in your marketing materials (and it’s not “free” or ”you”)
- how to leverage your budget by targeting only “hungry fish”
- how to make powerful offers that work using “irresistible bait”
- the secret of “next stepping” – how to move prospects from “cold” to “hot”
4:15 - 5:15PM
Responsible Business Practices: A Priority for U.S. Jewelry Retailers
Catherine Sproule, CEO, Council for Responsible Jewellery Practices
What is the role of the retail jewelry industry to ensure transparent business practices are in place from the mine operation to the retail store?
As the gateway to today’s discerning consumer, retailers face greater and greater accountability for the products they sell – as well as who they buy from – since consumers want to purchase jewelry with the confidence that it has been mined with sound environmental practices, manufactured in humane facilities and is free of negative issues.
What is the industry doing to make sure this transparency is in place for jewelers? Join Catherine Sproule, Chief Operating Officer, Council for Responsible Jewellery Practices (CRJP) as she outlines a multi-sector initiative that promotes responsible business practices. She will update JA show attendees on the CRJP’s Responsible Jewelry Practices and review its development for the balance of the year and into 2009.
Tuesday, July 29, 2008
10:15 - 11:15AM
Say “Yes” to Watch Profits: It’s a New Day and Age in the Buying and Selling of Watches!
Avi Soffer, Chairman, The Watch Dealers Network, a Rapaport Company
According to a 2007 survey, due to a lack of proper resources the average independent jeweler is unable to close three potential watch sales a week, amounting to a loss of $78,000 annually. Join Avi Soffer, Chairman of The Watch Dealers Network, for a fun, interactive presentation that provides you with the tools and knowledge to close these sales.
In this seminar, you’ll learn about the growing demand for watches and the current opportunities available for the professional jeweler to capture the additional profit. Among other interesting facts, Soffer describes working within the various secondary watch markets as well as how to more easily and efficiently buy and sell watches for your business.
11:45AM - 12:45PM
“POG”… A New Branding Concept that Improves Sales: The Power of Packaging and Presentation
Andy Macaulay, Director of Product Development, Independent Jewelers, Chippenhook
This seminar explores for the first time the new packaging and presentation concept “POG” (Point of Gift) that is so relevant to the changing retail environment that your customers experience. “POG”, when understood and used correctly, can increase sales and brand awareness.
“POS” (point of sale) is one of the first opportunities to show off your brand when a customer enters the store. “POG” (point of gift), your last and best opportunity to show off your brand, comes when the customer leaves your store carrying jewelry in your packaging. Their friends and family will view this jewelry when it is given in a private or public gathering. The very perception of your brand, price, quality, and craftsmanship of the jewelry and your reputation will be determined at this magic moment. As the customer’s purchasing experience is given, it is on front and center stage, “POG” plays out your final sales presentation to your customer, their friends, family, and in turn all future customers.
Attend this seminar and:
- See the statistic and research behind this unique new concept.
- Delve into: shapes, fabrics, colors and textures and how they impact the results of “POG”.
- Review the critical decision: What more can I do to improve my customer’s loyalty?
1:00 - 2:00PM
Selling Your Store’s Brand; Not Just Your Products
Andy Malis, President, MGH Marketing
Learn how to keep the most important brands – your brand – first and foremost in your customer’s mind. This seminar focuses on how to brand your store, and not just the products you sell. As jewelers, it is so difficult to get away from the idea of traditional retail advertising. But, through branding campaigns that include grassroots marketing, innovative and branded print and billboard advertising campaigns, and interactive strategies, retail jewelers can make great strides. This seminar will help you understand:
- How to determine your store’s brand – and how it separates you from your competition.
- What communications vehicles are best served by branding campaigns.
- How to determine who your customers are and what will make them walk through your door.
- And how to drive sales and increase profits
2:30 - 3:30 pm
How Green is My Jewelry Store?
Making Your Store Better for the Environment and a Better Environment
Ruth Mellergaard, Principle, GRID/3 International
With regard to sustainability’s goal to measure success as a balance of the triple bottom line – people, planet and profit – what can you do to make your existing store more “green”? By studying a number of factors and implementing new strategies, you can be well on the road to a greener tomorrow. In this seminar, you’ll learn about how all of the following factors impact your goal to go “green”:
- Ergonomics
- Noise reduction
- Lighting and lighting controls
- Air quality
- Color
- Flooring and walls
- The use of materials like fabric, wood and metal
“How ‘green’ is my jewelry store?” It’s an important question to answer. Attend this seminar and leave with the knowledge of how to lessen the environmental impact of your store while at the same time improving the quality of your working environment.
4:00 - 5:00PM
Maximizing Marketing Effectiveness:
Preparing You and Your Business for Marketing Success
Amanda Gizzi, associate director for public relations, Jewelry Information Center
Marketing your business is more essential today than ever before. It is during uncertain times that marketing and public relations become even more important. Amanda Gizzi, associate director for public relations of Jewelry Information Center, will demystify the concepts of marketing and public relations by providing simple tools that you can implement to increase the visibility of your company, store or brand. Keeping in mind that your most successful competitors are marketing, even if you are not.
The seminar will include tips such as:
- Identify your store’s unique perspective and articulate this perspective in all marketing, public relations and advertising efforts
- Improve the success rate of your in-store events with simple changes
- Put your marketing plan down on paper and include it in your business plan
- Become your local newspaper’s “Jewelry Expert”
- Discover the benefits of out-of-store networking
Promoting Your Professionalism Through JA Certification
All of the seminars offered in today’s program contain valuable information and education supporting the JA Management, Sales, or Bench Professional Certification programs. Click here for information on becoming a JA Certified Professional or call Jewelers of America at 800-223-0673.