Plus:: Look Again

A P R I L / M AY 2 0 1 0
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$
25
1879
canadian jeweller
magazine
the business of retailing jewellery
Retail Reno
Redecorating is more
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Logged On
How social media can
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Look
Publicity in
Changing Times
PUBLICATIONS MAIL 40678000 | 60 BLOOR STREET WEST SUITE 1106, TORONTO ON, M4W 3B8 | $25
Tips to get your

store noticed
Again
Canine Couture
The pet jewellery market
is no longer niche
Bridal at its Best

Why this category will Sarah Hamel from
only keep growing Made You Look in Toronto
PLUS:
ALL THE LATEST MARKET NEWS, TRENDS & EVENTS
001.CJ_Cover.indd 1 4/6/10 12:54:30 PM

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OUR EDUCATION.
YOUR WORLD OF OPPORTUNITY.
LONDON SEOUL 8 : 0 0 P M
NOON GIA alumni network at cultured pearl seminar.
GIA-trained jeweler
advises client on 5 carat solitaire.
NEW YORK
7:00 AM
Diamonds Graduate negotiates
purchase of rough parcel.
CARLSBAD
4:00 AM TOKYO 8 : 0 0 P M
Core gem curriculum updated Student completes gem ID project.
to reflect new research. MUMBAI 4 : 3 0 P M
Sales associate explains 4Cs to customer.
HONG KONG 7 : 0 0 P M
Manufacturing exec expands business skills online.
BANGKOK 6 : 0 0 P M
Graduate Gemologist spots treated emeralds in bulk order.
Almost anywhere you go, someone is using education acquired from GIA. Our international campuses, traveling classes,
corporate seminars and online courses help individuals define and refine vital skills. And GIA supports that learning with
credentials valued throughout the gem and jewelry world.
W W W. G I A . E D U
CARLSBAD NEW YORK LONDON ANTWERP FLORENCE GABORONE JOHANNESBURG

DUBAI MOSCOW MUMBAI BANGKOK HONG KONG TAIPEI SEOUL OSAKA TOKYO
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Not Just Any Diamond in the Rough
JVC 14th Annual Golf Tournament, Dinner & Silent Auction

Join us and play the south course, which
tested some of the world’s finest golfers
during the 2002 Bell Canadian Open.
Monday, June 21st, 2010

at the Angus Glen Golf Club in Markham, Ontario
For more information, contact:

Carla Adams 416-368-4840
or info@jewellersvigilance.ca
Jewellers Vigilance Canada

An independent, non-profit association to advance ethical practices within the Canadian jewellery industry.
CRIME PREVENTION • RESOURCE PROTECTION • SAFETY AWARENESS
cjAprMay10_JVC_Ad.indd 1 4/6/10 3:20:28 PM

0223 Golf Ad 031010F.indd 1 3/10/10 3:09:41 PM
Celebrating a great partnership
Jewelers Mutual is proud to partner with the Canadian Jewellers Association (CJA) to enhance the services each organization provides to the
Canadian jewellery industry. Together, Jewelers Mutual and CJA will work to assure the health and vitality of the jewellery industry and develop
better products and services for you.
Canadian Jewellers Association is the voice of the Canadian jewellery Jewelers Mutual was founded by jewellers in 1913 and remains
industry, providing leadership in ethics, education and communication. the leading insurer solely dedicated to insuring jewellery and the
Here are some of the benefits you will enjoy by becoming a member: jewellery industry. Here are just some of the benefits you’ll receive:
• Participate in consumer outreach branding program leading to • Customize your insurance policy whether you are a retailer,
increased jewellery sales. manufacturer, wholesaler, designer, or appraiser.
• Receive promotional rates on education courses such as JETS • Get superior claims service – 99.9% of our policyholders rate
(Jewellery Education Training System), including free access to our claim service as good or excellent.
JM University, and online security training course offered through
• Gain free access to Jewelers Mutual’s library of security
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training courses and materials.
• Receive extensive and evolving member benefit programs resulting
• Depend on an insurance company that is financially sound
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and has been rated A+ Superior for 23 years.

• Benefit from CJA advocacy with all levels of government and learn
Contact us today for a free quote.
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Become a member today by visiting www.canadianjewellers.com
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800-580-0942; www.canadianjewellers.com 800-558-6411 • www.JewelersMutual.ca
J E W E L E R S M U T U A L I S E X C L U S I V E LY E N D O R S E D B Y T H E C A N A D I A N J E W E L L E R S A S S O C I A T I O N
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Excellence In Design_NEW:Layout 1 4/6/10 10:56 AM Page 1
The Annual E XCELLENCE iN
design
Award Ceremony & Reception
To find out how you can become a sponsor of this prestigious event, please contact
Olivier Felicio at olivier@rivegauchemedia.com or call 416-203-7900 X 6107.
For complete details on how to enter your designs, contact

Dan Hare at dan@rivegauchemedia.com or 416-203-7900 X 6101.
Entry deadline is June 1st, 2010, 5 p.m.

Excellence In Design_NEW:Layout 1 4/6/10 10:56 AM Page 2
ENTER CANADIAN JEWELLER’S

EXCELLENCE IN DESIGN COMPETITION
DESIGNER ’ S NAME
COMPANY OR STUDENT AFFILIATION
ADDRESS CITY
PROVINCE POSTAL CODE
PHONE FAX
EMAIL ADDRESS
CATEGORY
TYPE OF JEWELLERY VALUE OF DESIGN ( SPECIFY RETAIL OR MATERIALS )
Describe the piece, including metal used and karat value, gemstone types, weights, cuts and colour. (Complex designs should be accompanied
by technical details.)
ENCLOSED IS : MY FINISHED PIECE ( S ) OF JEWELLERY.

AN ENTRY FEE OF $25 ( CHEQUE CAN BE MADE PAYABLE TO RIVE GAUCHE MEDIA .)
I understand the entry rules and regulations and I abide by those terms.
SIGNATURE
SEND ENTRY FORM TO: Excellence in Design, Rive Gauche Media, 60 Bloor Street West, Suite 1106, Toronto, ON M4W 3B8.
RULES, REGULATIONS AND INFORMATION

• Jewellery must have been designed and made in insuring the jewellery. We suggest you extend your • Winning entries and all information provided about
Canada. own policy to cover your piece or pieces for loss, the entries may be used for promotional purposes.
• Jewellery must incorporate precious metals and must theft or damage for the duration of the competition. Slides, renderings and other reproductions of the de-
adhere to the criteria set out in each category. • In each category, three finalists will be selected. signs, as well as press releases, will also be used for
• All gemstones must be natural. Synthetics are Judges will then choose an overall winner in this purpose.
not permitted. Students may substitute CZ for each category. Entries will be judged on the basis of originality, cre-
diamonds. • To enter, submit finished jewellery, an entry form and ativity, beauty, wearability and quality of workmanship.
• One submission per designer, per category. a $25 fee for each package. Consideration will also be given to marketability.
• Contestant assumes all liability for designs and • Entry deadling is June 1st, 2010, 5 p.m.
jewellery submitted. Although we will take reasonable • Entries will be returned by a courier at the expense of
precautions while the jewellery is in our possession, the designer. To arrange for the return, please contact
Canadian Jeweller cannot be responsible for a Canadian Jeweller representative at (416) 203-7900.
Established 1879 APRIL/MAY 2010 • vol. 131, no. 3
Frank Damiani Guest Editor
Olivier Felicio Editor-in-Chief | olivier@rivegauchemedia.com
Lucy Holden Associate Publisher | lucy@rivegauchemedia.com
Carol Besler Editorial Consultant
Paul Aguirre Associate Editor | paul@rivegauchemedia.com
Danielle Ng-See-Quan Editorial Assistant | danielle@rivegauchemedia.com
Septembre Anderson Editorial Intern | intern@rivegauchemedia.com
Scott Jordan Art Director | scott@rivegauchemedia.com
Leslie Ross Designer | graphics@rivegauchemedia.com
Stacy Karjala Designer | material@rivegauchemedia.com
Jordan Martinez Production Manager | jordan@rivegauchemedia.com
Melanie Seth Accounting and Administration | finance@rivegauchemedia.com
Daniel Hare Administration Coordinator | dan@rivegauchemedia.com
CONTRIBUTORS Davide Bagnarol, Howard Grosfield, Sarah B. Hood,

Amber Klaehn, Norma Meneguzzi Spall,
Janet Nimmons, Bonnie Siegler, Clare Tattersall.
sales
Lucy Holden Associate publisher
tel .
(416) 203-7900 ext. 6117
email lucy@rivegauchemedia.com
Jeff Yamaguchi ADVERTISING Sales

telw. (416) 203-7900 ext. 6122
email jeff@rivegauchemedia.com
CIRCULATION PUBLICATION PARTNERS

Garth Atkinson 345 Kingston Road, Suite 101
Pickering, Ontario, L1V 1A1
toll free 1-877-547-2246
email cj@publicationpartners.com
Head Office 60 Bloor Street West, Suite 1106

Toronto, Ontario, M4W 3B8
tel . (416) 203-7900 fax (416) 703-6392
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Montreal, Quebec, H2N 2J2
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Canada — one year, $185; two years, $175; three years $160. United States — one year, US$205. Foreign — one year US$205 (Subscriptions include Buyers’ Guide is-
sues.) 8% P.S.T. for Newfoundland, New Brunswick and Nova Scotia residents. Single copies — $25; Buyers’ Guide $40. Bulk rates — six or more subscriptions, $17.50
per subscription per year (Canada only).
Change of Address
email: cj@publicationpartners.com telephone: 1-877-547-2246 fax: 905-509-0735
or send your cover label and new address to Canadian Jeweller c/o Publication Partners, 345 Kingston Road, Suite 101, Pickering, ON Canada L1V 1A1
Published by Rive Gauche Media II Inc.
Canada Post Canadian Publications Mail Sales Product Agreement No. 40678000. The publisher does not assume any responsibility for the contents of any advertisement and any and all
representations or warranties made in such advertising are those of the advertiser and not of the publisher. The publisher is not liable to any advertiser for any misprints in advertising not
the fault of the publisher and in such an event the limit of the publisher’s liability shall not exceed the amount of the publisher’s charge for such advertising. No portion of this publication
may be reproduced, in all or part, without the express written permission of the publisher. Canadian Jeweller magazine is pleased to review unsolicited submissions for editorial consideration
under the following conditions: all material submitted for editorial consideration (photographs, illustrations, written text in electronic or hard copy format) may be used by Canadian Jeweller
and their affiliates for editorial purposes in any media (whether printed, electronic, internet, disc, etc.) without the consent of, or the payment of compensation to, the party providing such
material. Please direct submissions to the Editor, Canadian. Return undeliverable items to Rive Gauche Media, 60 Bloor Street West, Ste. 1106, Toronto, ON Canada M4W 3B8.
Official magazine of JVC
8 CJ april/may 2010 w w w. c a n a d i a n j e w e l l e r. c o m
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cjAprMay10_JSN_Ad.indd 1 4/6/10 3:22:12 PM

table of
Contents
April/May
Features 42
28 Logged On
How to use social media to your advantage.
32 Retail Reno
Thinking of doing an extreme makeover? What about
a tiny one?
36 Surveying the Damage

How tough was 2009 – really?
42
Look Again
Sarah Hamel takes us into Toronto’s Parkdale
neighbourhood to visit her bench-driven concept store.
48
Canine Couture
Diamonds are a dog’s best friend.
52 Platinum Rides the Recession

Brushing up on the technical side of platinum.
62 Handy Work
Technology is a must for boosting sales and market
presence.
66 Publicity in a Changing Market

10 tips to market your message.
68 Love Never Dies

Why you’ll never turn your back on this category.
52
010-012.CJ_Contents.indd 10 4/6/10 10:51:52 AM

cjAprMay10_CrownRing_Ad1.indd 1 4/6/10 3:23:44 PM

table of
Contents
April/May
22
Departments
14 Letter from the Guest Editor
16 Product Showcase
20
Who’s News
72 Showcase
Glam Rock donates watches; executive shuffle
at De Beers. 76 Marketplace
22 For The Record

Expo Prestige gears up for 40th anniversary; Swarovski 80 What’s On
unveils Atelier; GIA launches virtual museum.
26 Stock Index
81 Fax Back
27 Mining News
82 Last Word
All the happenings in the mining sector.
56 Designer Profile
Erika Pena.
60 Company Profile
CrownRing.
64 JVC’s Crime Report

Incoming President Janet Nimmons welcomes you.
60
010-012.CJ_Contents.indd 12 4/6/10 10:52:09 AM

cjAprMay10_CrownRing_Ad2.indd 1 4/6/10 3:25:48 PM

letterfromguesteditor
An Evolution
I look forward to receiving each issue of Canadian Jeweller.
It educates and entertains, and it gives me a chance to learn
from others in our industry in the same way that I learn and
become inspired by attending trade shows and meeting fellow
jewellers at their places of work. During a recent visit to Toronto’s
Parkdale neighbourhood, I came across a little-known shop that
is entirely innovative, called Made You Look.
Made You Look is a one-of-a-kind environment where
collections of young jewellery artists have come together in a
studio setting modeled after the facilities at George Brown College.
Many young jewellers have left the trade due to the difficulties
in making ends meet, but by working in the cooperative setting
created by owner Sarah Hamel, jewellers can support and inspire
one another, without the high start-up and overhead expenses.
In a world of mass production and indifferent sales clerks,
it is refreshing to see a collection of young designers pursuing
their dreams. Customers can speak directly to the goldsmiths
themselves. The goal is to create something unique or special.
Personal service is the norm, not the exception. Our industry
has been plagued by the commoditization of diamonds and gold
jewellery, not putting enough value on the joy of owning an
original piece of jewellery. Made You Look is reversing that trend,
and I congratulate them.
Frank Damiani
Frank Damiani
Guest Editor
Owner, Damiani Jewellers
14 CJ APRIL/MAY 2010 w w w. c a n a d i a n j e w e l l e r. c o m
014.CJ_Directors_re1.indd 14 4/6/10 10:28:55 AM

4/6/10 3:28:06 PM
cjAprMay10_Hammer_Ad.indd 1
productshowcase
PANDORA LovePods in White Gold

New from PANDORA, the exquisitely handcrafted LovePods
collection is now available in 18K white gold in addition to 18K
yellow gold, both with brilliant-cut, hand-set diamonds. Inspired Personal Jewelry Insurance
by the organic shapes of f lower pods in nature, the LovePods Order your free Jeweller Guide for a full explanation of the
collection features earrings, necklaces, pendants and an array of Personal Jewelry Insurance program from Jewelers Mutual
rings which show off a single diamond or luxurious pavé diamond Insurance Company, the only insurer that specializes exclusively
clusters in stackable variations. PANDORA jewelry, a marriage of in protecting jewellery and jewellery businesses in Canada* and
century-old craftsmanship and modern aesthetics, is beloved by the United States. (The Personal Jewelry Insurance program is
women around the world. It is our passion for quality that makes not available in Quebec.) Also, be sure to order a supply of our
each of PANDORA’s more than 3,000 designs worthy of a woman’s newly designed consumer handout. Exclusively endorsed by the
unforgettable moments. LovePods white gold will be available in Canadian Jewellers Association, the American Gem Society, and
limited release this summer. For more information, write 130 on the Manufacturing Jewelers and Suppliers of America. For more
the Free Info Card on page 81. information, write 131 on the Free Info Card on page 81.
Individual Expression
CrownRing For half a century, Atlantic Engraving Ltd. has been an industry
The Carlex ring collection is one of the most magnificent and unique leader, and as third generation jewellers, has taken the ultimate
jewelry creations in the World. Carlex rings have been designed and symbol of commitment beyond the wedding band and classic
crafted with the most innovative and cutting-edge tools available eternity ring. Featuring coloured metals and unique finishes, an
today. Carlex creations range from the crafted beauty of a two- Atlantic ring is an expression of individuality. Each ring produced
layer ring to the most intricate multi-layered exceptional design, is made of seamless tubing and is cut with diamond tipped tools
incorporating the finest diamonds placed in the most complicated on the highest state-of-the-art European machinery, and no ring
areas to make a truly remarkable and beautiful ring. For more leaves the factory without extensive quality control. For more
information, write 132 on the Free Info Card on page 81. information, write 133 on the Free Info Card on page 81.
016-019.CJ_Product_re.indd 16 4/6/10 2:43:04 PM

The heart & soul
of wedding bands
www.atlanticengraving.com
1435 St. Alexander #455 - Montreal, Quebec H3A-2G4
Tel. 1 800 267 7823 ~ 514 845 8257 - E-mail: atlanticeng@bellnet.ca
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productshowcase
Diemmeffe The Peter Heim Collection

Chic, classic, outstanding enriching and versatile jewel mosaic The Peter Heim collection is the result of innovation in design, precision
designs in 18 kt gold and precious stones from JOMARK, Canada’s technology and superior hand-craftsmanship. With the promise of
premier distributor of European gold jewellery since 1989. Offering ultimate comfort engineered to put minimal pressure around the
an extensive range of gold jewellery, JOMARK’s high standards finger, this interaction of uncompromising passion for quality and
and passion, guarantees high quality luxury jewellery delivered perfection customise the finest gold, platinum and palladium alloys
across Canada. Acquire luxury jewellery from the unsurpassed into stunning rings of beauty and understated elegance. A marriage-
gold distributor, JOMARK. For more information, write 134 on of-metals tailored to suit unique refinements and last forever! For
the Free Info Card on page 81. more information, write 135 on the Free Info Card on page 81.
GIA Reports and Grading Systems

GIA offers a suite of support tools designed to assist retailers in
communicating the 4Cs: the International Diamond Grading
System and the value of GIA Diamond Grading Reports. A report
from GIA provides an expert analysis of the quality of a diamond
based upon the “4Cs” of diamond grading — colour, cut, clarity,
and carat weight. The report also includes a plotting diagram, Nova
which depicts the diamond’s unique clarity characteristics, Just in time for spring, Nova’s domed and concave rings fit every
such as inclusions. In addition, since GIA is not affiliated with cocktail occasion. Dress to impress with 18K gold and a variety
any commercial enterprise, the public is assured the world’s of styles. Styles displayed are LF8-1401, LF8-1101 and LF8-602,
most impartial and accurate analysis of a diamond. For more respectively. Call Nova Diamonds for more info @ (416) 868-6682.
information, write 136 on the Free Info Card on page 81. For more information, write 137 on the Free Info Card on page 81.

productshowcase
Pacific Urns
Pacific Urns has, in a short time become the largest supplier of
quality Urn Jewellery with distributors in Canada, United Kingdom
and Australia. With the line continuously growing they have also
recently launched a complete Pet Line. Each Pacific Urns design is
available in all precious metals and with or without diamonds. To
see more styles please visit www.PacificUrns.com.
JSN Diamonds Sparkle
Each Jewellery Urn includes a Gold or Sterling Silver chain to match JSN is one of Canada’s leading jewellery manufacturers with an
your selection, a Cherry Wood accent or Burgundy display box, arsenal of five brands that range from entry-level product to a fully-
solid Sterling Silver scoop to assist in filling, cleaning cloth to certified premium Canadian diamond line. With offices in Canada,
keep your pendant looking its best, instructions on filling, sealing the United Kingdom and the United States, along with a plant in
and maintaining your pendant and an unconditional lifetime Bangkok, Thailand, JSN has achieved a high level of recognition
warranty on your Sterling Silver chain. For more information, on the international stage. For more information, write 139 on the
write 138 on the Free Info Card on page 81. Free Info Card on page 81.
Western Canadian Jewellery Expo

August 13-15, 2010
For over thirty years, the Western Canadian Jewellery Expo has
brought a diverse group of manufacturers and suppliers from
across Canada and the USA to jewellery retailers from the four
western Canadian provinces and the Northwest Territories.
These manufacturers and suppliers showcase the very best and

latest trends, packaging, equipment and technology for the
jewellery industry.
Stuller
The Isabella Collection by Stuller adds just the right amount of In one of the best economic regions in North America, with the
sparkle to any day or eveningwear. High quality and competitively jewellery retail industry drawing on a population of 10.5 million,
priced, these pieces are available in a variety of motifs ranging the Western Canadian Jewellery Expo is considered to be the best
from palm trees and butterflies to horseshoes and snowflakes. For writing jewellery show in Canada. For more information, write 141
more information, write 140 on the Free Info Card on page 81. on the Free Info Card on page 81.
w w w. c a n a d i a n j e w e l l e r. c o m april/may 2010 CJ 19

Find out who is launch the brand in the UK, U.S., Russia,
Dubai and Singapore. “Everyone at EAI shares
making headlines in the same passion for excellence that I do, and
I look forward to creating significant value
the jewellery industry. for our partners, shareholders and investors,”
said Chaunu. EAI is a company on the move
with a number of projects in the works. The
Swiss company is currently working on the
acquisition of a prestigious Swiss watch
company, the launch of a luxury watch brand
and a licensing opportunity with a luxury
automobile brand.
Executive Shuffle at De Beers

David Noko, the managing director of De Beers
Consolidated Mines, has stepped down after hart,
eight years with the company. Noko served Omega President and CEO Stephen Urqu
Alex Bilodeau and Michael Phelps.
as managing director of the group’s South
African mining entity for four years. “The
time is right for me to step aside so that a new Canadian Olympian
leader can take DBCM on the next phase of its Honoured by Omega
transformational journey. I have confidence Canadian Olympian Alex Bilodeau has
in the future of DBCM – the company has struck gold twice. His first victory came at
demonstrated resilience in the face of the the Vancouver 2010 Olympic Games when he
Simon Doonan. recession, and is emerging ready for the next won gold in the men’s freestyle skiing moguls
stage in its evolution,” said Noko. Barend competition. His second gold came when he was
Glam Rock Donates Watches Petersen, a chartered accountant and chairman honoured by luxury watchmaker Omega and
to Bailey House Charity of the Environment, Community, Health fellow Olympian and brand ambassador Michael
Luxury watchmaker Glam Rock has shown and Safety Committee of De Beers family of Phelps with an Omega Seamaster Planet Ocean
their support to Bailey House by donating companies will serve as acting chief executive wristwatch. “I feel very fortunate to be honoured
a number of sophisticated timepieces to the officer of the company while the process to in this manner by Omega and especially to
charity’s 19th annual auction and party. appoint the permanent CEO is finalized. have this generous gift presented by one of the
The timepieces – which were the result of a greatest Olympic athletes of all time. It was a real
collaboration with Glam Rock, Bailey House thrill to meet Michael Phelps,” said Bilodeau.
and Simon Doonan, Creative Director of
Barneys – include a black pavé diamond Kimberley Process Designates
watch worn throughout the evening by a KP Monitor to Zimbabwe
Doonan and a black and white checkered The Kimberley Process – a joint government,
watch for Bailey House committee members. industry and civil society initiative created
Bailey House is a non-profit organization that to stem the flow of conflict diamonds –
provides safe, affordable housing for men, has assigned a KP monitor to Zimbabwe.
women and children living with HIV/AIDS Indications of serious non-compliance with
in New York City. KP’s minimum requirements were unearthed
by a review in July 2009. It was decided during
EAI Announces New CEO the Swakopmund Plenary meeting in November
Expression d’Artistes International has 2009 that that a KP monitor would be assigned
announced that industry veteran Thierry to the region. The KP monitor’s job is to liaise
Chaunu has joined the organization as chief with the Zimbabwean government in order
executive officer. Chaunu’s resume includes to assess implementation of the Joint Work
positions at Cartier, the North American Plan. The Kimberley Process has nominated
subsidiary of Christofle, Chopard USA and, Abbey Chikane, a founding chairman of the
most recently, president and as chief operating Kimberley Process, as the KP monitor for
officer of diamond jeweller Leviev. He helped David Noko. Zimbabwe. [CJ]
022.CJ_WhosNews_re.indd 20 4/6/10 10:26:21 AM

Diamonds are not shown to scale
O’Neill Diamonds Inc.

#622-736 Granville St. Phone: 604-909-0818
Vancouver, B.C Fax: 604-909-0272
V6Z 1G3 T-Free: 1866-9O’Neill(662-455) www.caratsmart.ca
cjAprMay10_ONeillDiamonds_Ad.indd 1 4/6/10 3:30:27 PM

fortherecord
news | trends | events

Expo Prestige Celebrates De Beers Supports Natalia Vodianova wearing a De Beers collar with over 122
40th Anniversary and Naked Heart Foundation carats of pear-cut diamonds. The Naked
The 40th annual Expo Prestige will take place De Beers Diamond Jewellers has Heart Foundation is a charity organization
at the kaleidoscopic Montreal Convention lent its support to the Love Ball, a that builds playgrounds in underprivileged
Centre from August 22 to 24. The 2010 fundraising event in aid of the Naked communities in Russia.
edition of Expo Prestige will feature over Heart Foundation. The event was held
165 exhibitors and in celebration of its 40th on February 24 and was hosted by Lucy Rocha Steps Down as
anniversary, will include 40 jewellery draws Yeomans, editor-in-chief of Harper’s Deputy-General of South Africa’s
of pieces with a retail value of $1,000. The Bazaar UK, and Natalia Vodianova, Department of Mineral Resources
Quebec Jewellers’ Corp. invites members to model and founder of the Naked Heart In February, after 13 years with South Africa’s
come celebrate this milestone with them. Foundation. The jewellery took centre Department of Mineral Resources (DMR) as
stage as the Magic Moment necklace, a deputy director-general, Jacinto Rocha has
Piaget Supports the L.A. Film Festival one-of-a-kind piece designed by Vodianova stepped down to become an independent
Swiss watchmaker and jeweller Piaget has and created by De Beers, was auctioned consultant. Rocha was responsible for policy
announced that it will be supporting the along with bespoke pieces of art. The star- framework change within South Africa,
2010 Los Angeles Film Festival. This is studded event was attended by Kate Moss, which included the development of new
the third consecutive year that Piaget has Stella McCartney, Diane von Furstenberg mineral and mining policies and the drafting
aligned itself with the LAFF, which boasts and Harvey Weinstein, just to name a of the Mineral and Petroleum Resources
illustrious guests like Maggie Gyllenhaal, dazzling few, with co-host Vodianova Development Act (MPRDA).
Pierce Brosnan, Tom Ford, Taraji P. Henson
and Mo’Nique. The LAFF will be taking place
June 17 to 27. Piaget was also the premier Hamilton Watches
sponsor of the 25th Film Independent Spirit Supports Canadian
Awards, which was held on March 5. It also Designer
hosted the Piaget lounge at this year’s awards Inspired by American author
ceremony where guests were able to preview Herman Melville’s classic
the luxury brand’s jewellery and timepieces. Moby Dick, Canadian design
maverick Philip Sparks (truly
AGTA, CIBJO and ICA Agree one to watch) unofficially
on Harmonized Coloured kicked off Toronto Fashion
Gemstone Codes Week with some help
Three major players within the coloured from Hamilton Watches.
gemstone industry – the American Gem Trade With each model wearing
Association (AGTA), the World Jewellery a distinct timepiece to
Confederation (CIBJO) and the International match each runway outfit
Colored Stone Association (ICA) – have from the Fall/Winter 2010
reached an unprecedented agreement on an collection, the watches
international method of coloured gemstone enjoyed as much promotion
treatment disclosure within the industry. as the clothing did. Hamilton
The consensus is a response to the increasing sponsored both the Montreal
need within the coloured gemstone industry and Toronto shows, citing
for a streamlined set of codes to be used on the “similar aesthetic and
jewellery tags and commercial documents to consumer demographic
indicate the treatment or modification they and appeal of each brand.”
gemstones may have undergone. The task Standouts from the
force, who met this March, was formed at the collection featured checked
urging of ICA vice president Charles Abouchar cotton dress shirts, and
and was comprised of representatives from the tweed coordinates.
AGTA, CIBJO and ICA.
024-028.CJ_FTR_re4.indd 22 4/6/10 10:39:11 AM

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CJ_Pandora_AprMay2010.indd 1 3/3/2010 12:51:09 PM

cjAprMay10_Crosby_Pandora_Ad.indd 1 4/6/10 3:31:50 PM
Swarovski Unveils Atelier Collection
Swarovski has teamed up with several fashion heavyweights to
design the new Swarovski Atelier 2010 collection. Among the
participants were jewellery design duo Anthony Carmago and Nak
Armstrong of Anthony Nak, footwear maven Nicholas Kirkwood,
British fashion rebel Matthew Williamson and First Lady favourite
(and Canadian-raised) Jason Wu. The collections are filled with
strong statement pieces meant to inspire and emulate four very
different corners of the fashion world. Kirkwood’s pieces (much
like his own brand) are structural and functional, designed in metal,
leather and crystal pavé that can be effortlessly paired with a variety
of looks. Williamson, however, is bold and bright, using the crystals
to reconstruct geometric shapes in signature prints from his Spring/
Summer 2010 runway collection. Anthony Nak is the most daring,
yet traditional, of the collection, with gothic architecture inspiring
the grandiose feel of statement necklaces with floating pendants
and tear-shaped crystals. Jason Wu also brings his A-game using
Jason Wu. the cluster technique to group crystal beads and layers of faceted
crystals to create a textured, defined silhouette. — Paul Aguirre
De Beers Millenium Jewel GIA Launches Virtual Museum Schwartz Accessorizes for Barbie
Up for Auction The Gemological Institute of America (GIA) The designs of Lorraine Schwartz have
For the first time ever, a diamond from the has launched the Gem Project, a virtual graced the arms, fingers, necks and ears
De Beers Millenium Jewels Collection will be museum that allows consumers and those of such red carpet mainstays as Angelina
available for auction. De Beers Millennium within the jewellery industry to view the Jolie and Beyonce, and now the New York-
Jewel 11, a 5.16-carat pear-shaped internally Edward J. Gübelin collection online. The based jeweller’s designs have graced another
flawless fancy vivid blue diamond, will be museum includes photos, descriptions and American icon – Barbie. Schwartz designed a
auctioned at Sotheby’s in Hong Kong on the gemological properties for 50 stones one-of-a-kind doll accessorized in diamonds,
April 4. The blue diamond is expected to from the vast collection available in PDF which was sold for US$7,500 in an online
fetch approximately US$5.8-million. The form. The online database focuses on beryls, charity auction. Schwartz was one of 12
Millenium Jewels Collection was presented by corundum, garnets, spinels and tourmalines designers, including Tory Burch, Botkier and
De Beer’s in 2000 to mark the new millenium, and also includes photomicrographs of Betsey Johnson, who designed accessories
and took decades to assemble. The collection interesting features, graphical plots of visible, for the iconic doll with proceeds benefiting
is comprised of 12 rare gems, which were infrared, Raman, and photoluminescence scholarship programs for the Council of
all cut and polished by Steinemetz and laser spectra, and qualitative chemical composition Fashion Designers of America. The designers
inscribed with special serial numbers. information. The Gübelin collection is raised US$16,500 for the charity.
comprised of more than 2,800 samples
Technomarine Previews covering 225 minerals and gem materials. Hermes Increases Size
New Collection at BaselWorld of Clipper Watch
TechnoMarine, the first brand to mix Petra Diamond Fetches Record Price Seizing on the “bigger is better” trend in
plastic with diamonds, has revealed the Diamond mining group Petra Diamonds and watch design, Hermes has increased the
reinterpretation of their signature Cruise Hong Kong jeweller Chow Tai Fook Jewellery maximum size of its Clipper mechanical
collection at BaselWorld 2010. Called the Company have broken the record for the chronograph collection. The popular diving
Cruise Sport, the new timepiece features a world’s highest selling rough diamond. timepieces will have a maximum case size
silicone strap, is water resistant up to 200 The Chow Tai Fook Jewellery Company of 44mm and a new titanium case to ensure
metres and is available in both chronograph purchased the 507-carat Cullinan Heritage that the watch remains light. Hermes has
and three-hand style. The new design is Diamond, the 19th largest diamond ever also added a warm brown strap in addition
“surprising, streamlined and sophisticated” discovered, for US$35.3-million (£23.1 to the matte black and orange versions. The
and is black with white, blue, fuschia, green million) at an auction in South Africa in collection will also include models with gem-
or orange accents along the bezel, minute February. In 2008 a 48-carat Light of Letseng setting, engraving, rotating bezels and gold
hand and tachymeter. The collection will have diamond broke records when it was sold for stud cases in steel and yellow gold or steel
a public launch in May. £12.1 million by Graff Diamonds. and rose gold.
024-028.CJ_FTR_re4.indd 24 4/6/10 10:39:26 AM

fortherecord
Hublot and Depeche Mode Team Up

Gucci Timepieces Launches to Fight Cancer
New ‘Timeless’ Campaign Luxury watchmaker Hublot and band Depeche
Gucci has tapped into the luxury Mode teamed up to raise approximately
label’s rich history for its latest US$295,000 for Teenage Cancer Trust, a
international advertising campaign. non-profit organization that helps teens and
The first treatment from the new young adults with cancer. Called “Big Bang,”
campaign features photographs of the collection of 12 one-of-a-kind timepieces,
the recent additions to the Gucci representing the number of Depeche Mode
Timepiece collection – the women’s albums. Each watch features a different
G-Gucci, the I-Gucci models and album cover as its watch face. In addition, top
the new Gucci Classic Chronograph bidders also received exclusive presentation
– superimposed over archival sets featuring a deluxe vinyl version of the
photographs of Russian-born model corresponding watch; a USB key containing a
Verushka and British actor Peter digital edition of the album and a documentary
Sellers with his third wife and model about the making of the album; an original
Miranda Quarry. The advertising artwork print with a framed gold CD; and a
campaign debuted recently in photograph signed by all members of the group
fashion and lifestyle media across who contributed to the album. The auction
North America. began on February 8 and ended on February 25,
MCD Pearls SQ:Layout 1 2/25/09 10:31 AMwith the 1top seller going for US$33,305.
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024-028.CJ_FTR_re4.indd 25 4/6/10 10:39:42 AM

fortherecord
De Beers Releases 2009 Results

De Beers Société Anonyme has announced
the full year results for 2009. The diamond
stock index
retailer responded to the recession with a six- Last Quarter Market
point recession action plan, which resulted Company Name Stock Exchange Price Price % 52-Week 52-Week Revenue P/E Cap
Symbol 01/21/10 03/11/10 Change High Low ($Millions) Ratio ($Millions)
in De Beers exceeding its cost-reduction
targets and enabled the company to remain Precious Metals
cash positive for the year. As a result the
Agnico-Eagle Mines AEM TSX $55.710 $60.720 8.99% $77.320 $50.800 $149.3 141.21 9,501.86
company generated a positive income Alamos Gold AGI TSX $12.210 $13.770 12.78% $14.200 $7.250 $41.3 29.3 1,498.37
before interest and taxes and depreciation Anglogold Ashanti Ltd. AU NYSE $38.800 $37.580 -3.14% $47.520 $29.360 $1,273.0 19.17 10,559.98
and amortization have been subtracted Barrick Gold Corp. ABX TSX $38.310 $40.050 4.54% $50.530 $32.690 $2,096.0 N/A 39,367.40
Compania Minas Buenaventu BVN NYSE $33.080 $32.740 -1.03% $42.690 $17.070 $243.5 11.99 8,330.37
of US$654-million and profit of US$318 Eldorado Gold ELD TSX $14.020 $13.580 -3.14% $15.890 $8.680 $81.6 27.16 5,434.25
million. The six-point action plan focused First Quantum Minerals FM TSX $90.490 $86.410 -4.51% $100.320 $32.500 $557.9 N/A 6,786.30
Freeport-McMoRan Copper&Gold FCX NYSE $76.280 $80.500 5.53% $90.550 $33.970 $4,610.0 13.95 34,615.00
on keeping safety a top priority, maximizing Gammon Gold GAM TSX $10.100 $9.630 -4.65% $13.190 $6.610 $47.9 107 1,197.89
demand, producing in line with client Gold Fields Ltd. (ADR) GFI NYSE $12.320 $12.070 -2.03% $15.880 $10.000 $1,075.6 11.61 8,511.76
demand, driving cost reductions across the Goldcorp Inc. G TSX $38.820 $40.870 5.28% $48.370 $32.390 $691.9 24.62 29,945.29
Harmony Gold Mining Co. (ADR) HMY NYSE $9.730 $9.620 -1.13% $12.390 $8.060 $397.0 29.15 4,098.89
business, focusing on cash management and Iamgold Corp. IMG TSX $15.090 $15.150 0.40% $21.950 $8.290 $265.3 42.08 5,553.00
enhancing operating efficiencies. Ivanhoe Mines IVN TSX $16.310 $16.500 1.16% $18.490 $5.300 $11.9 N/A 6,243.27
Kinross Gold K TSX $18.610 $18.440 -0.91% $25.220 $16.520 $699.0 39.23 12,834.74
Lundin Mining LUN TSX $4.520 $5.190 14.82% $5.240 $0.980 $256.7 37.07 3,008.08
Fiori Launches Obaku Harmony Newmont Mining NMC TSX $47.220 $51.710 9.51% $59.600 $42.540 $1,602.0 143.64 24,810.00
Watches in Canada Northgate Minerals Corp. NGX TSX $3.140 $3.000 -4.46% $3.700 $1.240 $120.2 20 871.21
Pan American Silver PAA TSX $23.810 $23.360 -1.89% $28.730 $16.510 $118.6 15.62 2,037.59
Obaku watches, originating from Denmark, PolyMet Mining Corp. POM TSX $3.420 $2.700 -21.05% $3.890 $0.720 $0.0 N/A 375.51
now has Canadian operations based in Randgold Resources Ltd. (ADR) GOLD Nasdaq $75.130 $75.650 0.69% $90.300 $40.410 $138.6 21.36 6,816.06
Montreal. The brand has just announced Red Back Mining Inc. RBI TSX $16.930 $20.200 19.31% $22.130 $6.280 $114.0 40.4 4,682.90
Silver Wheaton SLW TSX $15.840 $15.940 0.63% $18.360 $7.500 $69.8 88.56 5,438.90
that it will introduce 46 new styles in 200 Southern Copper Corp. SCCO NYSE $30.570 $31.220 2.13% $36.980 $14.860 $1,136.0 28.38 26,537.00
variations in Basel, which will retail from Taseko Mines Ltd. TGB AMEX $4.800 $5.020 4.58% $5.650 $0.870 $40.1 22.82 915.61
$89 to $235. The new watches emphasize a Teck Resources Ltd. TCK.B TSX $39.740 $41.030 3.25% $42.980 $4.230 $2,167.0 11.93 24,170.77
Thompson Creek Metals Co. Inc. TCM TSX $13.760 $13.720 -0.29% $16.500 $4.320 $106.3 7.07 1,914.09
high degree of functionality, and some even Yamana Gold Inc. YRI TSX $11.290 $10.320 -8.59% $15.000 $8.960 $333.2 21.06 7,567.13
include environmentally-friendly movements GemStones
using batteries free from lead and Mercury. Anglo American Plc AAUKY OTC $19.900 $20.150 1.26% $23.550 $7.260 N/A 20.5 53,050.00
The brand expects the line will be represented Azure Resources Corp. AZU TSX-V $0.090 $0.115 27.78% $0.155 $0.050 $0.0 5.75 9.63
in over 1,000 retail outlets in over 30 BHP Billiton Ltd. BHP NYSE $74.720 $78.500 5.06% $82.740 $38.730 N/A 23.29 131,815.63
Diamond Fields Intl. DFI TSX $0.070 $0.075 7.14% $0.110 $0.025 $0.8 N/A 3.52
countries by 2011. Check out CJ June/July for Diamond North Resources DDN TSX-V $0.300 $0.270 -10.00% $0.395 $0.110 N/A N/A 20.29
our watch special. Dios Exploration DOS TSX-V $0.190 $0.330 73.68% $0.365 $0.080 N/A N/A 11.33
Equinox Minerals Ltd. EQN TSX $3.650 $3.630 -0.55% $4.680 $1.560 150.28 90.75 2,557.76
Harry Winston Diamond HW TSX $10.960 $10.300 -6.02% $13.280 $2.280 $74.8 27.73 788.86
Ottimo Creations Exclusive Mountain Province Diamonds MPV TSX $2.430 $2.050 -15.64% $3.310 $0.730 $0.0 N/A 129.76
Distributor for TW Steel Watches Moydow Mines Intl. Inc. MOY TSX $0.850 $0.820 -3.53% $1.000 $0.075 $0.0 N/A 51.00
Peregrine Diamonds Ltd. PGD TSX $2.260 $1.650 -26.99% $4.650 $0.500 $0.0 N/A 134.31
Quebec-based Ottimo Creations is reporting Rio Tinto Plc (ADR) RTP NYSE $212.980 $224.230 5.28% $240.430 $102.031 $0.0 12.13 55,889.33
great results as the exclusive distributor Sanatana Diamonds Inc. STA TSX-V $0.130 $0.090 -30.77% $0.250 $0.055 N/A N/A 5.65
for TW Steel watches in Canada. “We have Shear Minerals Ltd. SRM TSX-V $0.095 $0.065 -31.58% $0.120 $0.035 N/A N/A 5.72
Starfield Resources Inc. SRU TSX $0.105 $0.095 -9.52% $0.260 $0.085 $0.0 N/A 31.61
been the exclusive TW Steel distributor for Stornoway Diamond SWY TSX $0.590 $0.500 -15.25% $0.730 $0.085 $0.0 N/A 131.48
Canada since October 2008,” says Ottimo’s True North Gems TGX TSX-V $0.100 $0.090 -10.00% $0.215 $0.070 N/A N/A 7.15
Steve Levy, who runs the business with Vale (ADR) VALE NYSE $28.690 $30.150 5.09% $31.960 $12.910 $6,333.0 51.72 157,160.00
wife Rose. “We are pleased that the stores Jewellers & Retailers
we have introduced them to are doing Birks & Mayors BMJ AMEX $0.960 $0.820 -14.57% $1.800 $0.200 N/A N/A 9.34
well in Canada, which are primary mid- Fossil Inc. FOSL Nasdaq $35.300 $38.930 10.28% $39.600 $12.500 $527.8 18.9 2,598.19
Sears Canada SCC TSX $25.500 $28.840 13.10% $29.350 $17.870 $1,525.1 13.23 3,103.79
to-high-end watch and jewellery stores Signet Group SIG NYSE $27.430 $29.540 7.69% $30.220 $6.990 N/A N/A 2,883.10
across the country.” TW Steel, based in the Tiffany & Co. TIF NYSE $41.770 $45.600 9.17% $47.015 $17.900 $598.2 25.47 5,657.59
Wal-Mart WMT NYSE $52.920 $53.970 1.98% $55.200 $47.155 $113,651.0 14.75 205,634.87
Netherlands, recently introduced its new Zale Corporation ZLC NYSE $2.510 $3.030 20.72% $8.510 $0.940 $582.3 N/A 97.08
Tech collection at Basel. The collection
Commodities
consists of seven new models, available in
Gold COMX 1,108.70
either 45mm or 48mm editions, with the Silver COMX 17.165
styling founded on the popularity of the now Platinum NYME 1,604.10
sold-out limited edition TW Steel A1GP. [CJ] Palladium COMX 460.15
*This selection of securities is not to be interpreted as a solicitation and companies are not endorsed by Rive Gauche Media.
024-028.CJ_FTR_re4.indd 26 4/6/10 10:39:53 AM

miningnews
New Drilling Program in Montana ounces for the same period in 2008. The
Starfield Resources Inc. has announced plans Australian gold producer’s net profit increased
for a six-hole drilling program at the company’s 346 per cent from the previous corresponding
Stillwater project. Located in south central year to A$4.8-million with earnings before
Montana, 129 kilometres west-southwest of interest, taxes, depreciation and amortization
Billings, the drilling program is slated to begin of A$8.4 million. During the six-month period
in summer 2010. The program will consist of under review, Focus Minerals expanded mine
50 patented and 763 unpatented lode claims production with ore being extracted from
totaling approximately 15,670 acres and will three underground resources within the Tindal
focus on two PGM targets. The Stillwater Mining Centre, in Western Australia.
project is immediately adjacent to Stillwater
Mining Company’s platinum-palladium Joanna Project Feasibility Study
producing JM Reef. The JM Reef reportedly has David Hall, the chief executive officer of Aurizon
proven and probable reserves of 42.4 million Mines, has announced plans to complete
tons at a grade of 18.8g/t platinum + palladium a feasibility study on its Joanna project in
(Pt+Pd). The company has budgeted $750,000 Quebec by the end of the year. This would
for the project. set the mine to begin pouring its first gold by
mid-2012. Construction could begin around
Federal Budget Announcement this time next year and would take 18 months
According to the federal budget presented on to complete, said Hall. Once in production
March 4, the Canadian government will extend the mine has the potential to boost the firm’s
the 15 per cent mineral exploration tax credit output to approximately 260,000 ounces per
for another year. The net cost of the extensions, year, an increase of about 60 per cent.
which will end on March 31, 2011, is estimated
at $65-million over two fiscal years. The federal Goldcorp to Double Production
budget also included plans to reduce tariffs on At its present growth rate Goldcorp is set to
a range of manufacturing inputs, machinery more than double its annual gold production
and equipment, making Canada one of the to 5-million ounces by 2018, said Goldcorp
first G20 countries to become a tariff-free zone chief executive officer Charles Jeannes. With
for manufacturers. The elimination of the the opening of three new mines in Canada, the
tariff is estimated to save Canadian businesses Dominican Republic and Mexico Goldcorp, the
approximately $300-million annually. world’s second largest gold producer by market
value, expects its annual mined output to rise
Zuma Assures UK Investors from 2.4-million ounces last year to 3.8-million
Nationalization Is Not On the Agenda ounces in 2014.
South African president Jacob Zuma assured
potential UK investors that South African Newmont Property Acquired
law does not allow the nationalization of by Visible Gold Mines
the country’s mineral resources. On his first Visible Gold Mines Inc. has announced that
state visit as president, Zuma also assured they are set to acquire the Silidor property
investors that there is no discussion within the from Newmont Canada Corp., a company
government about the nationalization of mines owned by a subsidiary of Newmont Mining
in spite of African National Congress Youth Corp, and IAMGOLD Corp. Visible Gold will
League leader Julius Malema’s repeated call acquire 100 per cent of the Silido property,
for the nationalization of the country’s mines. which is comprised of 13 mining claims in the
Rob Davies, South Africa’s trade and industry Rouyn township in Quebec. Material terms of
minister, and Susan Shabangu, the mineral the transaction state that of 400,000 common
resources minister, have reiterated Zuma’s shares 55 per cent must go to Newmont an 45
statement during the State visit to the UK. per cent to IAMGOLD and subject to a one-
year contractual hold period, IAMGOLD will
Focus Increases Gold Production have a right of first refusal to participate up to
Focus Minerals reports that gold production for an aggregate of 25 per cent, in any financing
the six months ended December 2009 increased by Visible Gold Mines that may be required to
by 69 per cent to 21,841 ounces up from 12,989 bring the Silidor property into production. [CJ]
w w w. c a n a d i a n j e w e l l e r. c o m april/may 2010 CJ 27 For details, write #116 on Free Info Page, page 81
027.CJ_MiningNews_re1.indd 27 4/6/10 10:05:44 AM

financefeature
Logged On
You’ve probably heard all about Twitter, Facebook and LinkedIn, and
many of you are already using these Internet websites to chat with
friends or share pictures of your kids. But have you thought about how to
harness the power of these social media tools for your small business?
B Y HOWARD GROSFIELD
I
n the same ways that the Internet allows you to share your personal media presence is a must-have for your business. Here are a few simple
triumphs and/or a reference for a plumber, the social media it has ideas you can explore to test the waters without investing a substantial
sprung provides user-friendly tools to help run and expand your amount of time.
small business. Whether you need to hire a new employee, show off your
latest products, attract new customers, or get some advice, there is a Twitter (twitter.com)
website that can fi ll the need at little or no cost. Perhaps the simplest of all the major social media tools to use, Twitter is a
micro-blogging site. Users can send out messages of up to 140 characters as
Each social media tool has its own merits, and you don’t have to become often or as seldom as they want. Some users see Twitter as a venue for their
an expert in each overnight, nor do you need to have technical or daily stream of consciousness, but others keep their messages – or “tweets”
design skills. That said, a full social media strategy takes time to both – limited to a particular interest, such as politics or cycling. Many small
develop and execute, and as we know, time is often in short supply for businesses use Twitter as a means of connecting to their customers, providing
small business owners. So spending some time browsing what your an opportunity for open dialogue and building loyal relationships. Many
competitors are doing or chatting with peers in other cities will help retailers use Twitter to offer snap promotions; for example, offering a
you understand the scope of what’s possible, and whether or not a social discount to the next 20 customers that respond to a Tweet.
030-032.CJ_Finance.indd 28 4/6/10 10:11:32 AM

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cjAprMay10_UBMasia_Ad.indd 1 4/6/10 3:33:02 PM
financefeature
“become
Each social media tool has its own merits, and you don’t have to
an expert in each overnight, nor do to you need to have
technical or design skills.
”
Trial Tactic: community, that could mean organizing product photos by look, colour
Building a following on Twitter takes time, so few may see your fi rst or material. Tagging your photos with keywords, such as jade or earrings,
tweets. Conversely, building a group for you to follow can be done very allows other users to find your photos in a search. Like Facebook, Flickr
quickly by searching for competitors, suppliers and trade organizations. allows you to join groups, share your photos with as wide an audience
Go back through recent postings watching for industry trends and as you desire, and comment on others’ photos.
innovations, and to see how companies are using Twitter to build their
businesses. To begin, follow CJ on twitter @cjmagazine. Trial Tactic:
Take photos of 10 of your new favourite pieces and load them onto
Facebook (facebook.com) Flickr. Then email a link to your album to your best customers.
Recent statistics show that about half the Canadian population has a
Facebook account. That’s a huge potential audience to showcase your LinkedIn (linkedin.com)
brand. Small businesses use their Facebook pages to highlight their A recent American Express Small Business Monitor found that Canadian
products and services, provide a space for discussion and feedback and small business owners are still relying on newspaper ads and word of
to offer product coupons. Facebook has numerous applications to help mouth to fi nd job candidates. LinkedIn can widen the scope of your
businesses grow. Take some time to browse through the Facebook ads, search effortlessly and at little to no cost. This social network, with a much
marketplace and business card tools as a start. narrower scope than Facebook, is primarily a professional networking
tool. Members generally post their work experience, educational history
One of the powers of social media is the ability to bring together people and other work-relevant details, allowing themselves to be searched by
with common interests – some silly and some very targeted. There are other members. While posting a job ad does incur a fee, the reach of your
fan groups for people who love chocolate milk, people who want to talk ad is geographically far greater than in a newspaper. And searching the
about sourcing beads and those who want to compare the merits of database for a keyword such as “glassblower” could net you a potential
various trade shows. And while Facebook is a great tool for reaching employee or a future supplier.
your customers, developing your own page will require investing some
of your time. So what can you do tonight? Trial Tactic:
Think about a key contact you’d like to make – perhaps a reporter that
Trial Tactic: you’d love to have write about your work-and find out more about them.
Search for groups and pages dedicated to small business. Many small You’ll even see if an existing contact also knows that reporter and can
business publications and organizations have accounts allowing make an introduction.
you to find articles on everything from new legislation to common
employment issues. Entering the social media world may seem like a daunting task if
you aren’t already familiar with the tools through personal use. But
Flickr (flickr.com) requiring low technological expertise and often no budget, these tools
For small business owners, Flickr is an invaluable tool for sharing are worth setting aside a few hours to explore the possibilities. Once
photos of your products with potential customers. The site allows people you have done that, you will have a better sense of whether it’s the right
to upload photos from their computers or phones, and then edit, add time for you to develop a social media strategy as part of your overall
captions and organize them into folders. For those in the jewellery business plan. [CJ]
030-032.CJ_Finance.indd 30 4/6/10 10:11:53 AM

ever magazine
The inspiration of fashion jewellery®
Inspi r at io nal educ at io nal in n ovat ive
Canada’s first premium Fashion Jewellery magazine
Great to take home
Educate & Entertain your customers
Have ever in-store to keep your customers inspired;
Yes, I would like to have 20 copies at no charge for my store at the address below:
Store name:
Address:
Phone:
Fax:
Email:
Contact name:
Fax to: 1-888-849-0155
be a part of it.
2010
Ever_FullPage.indd 1 12/23/09 5:22:30 PM
Tiffany & Co.’s Wall Street location,
by Yabu Pushelburg Design firm.
Retail Reno
The experience of buying jewellery – the idea, the product, the significance – is, for many, a very pleasurable
one. What you might not consider, though, is that this experience is often affected by a store’s interior design.
B y Clare Tattersall
F
rom the wall colour and lighting to the location of merchandising Five years ago, in 2005, Monaco owner George Kehehyan decided it was
displays, everything in-store subconsciously influences people’s time to update some of his existing stores, which were beginning to
perception and interest, rendering product more or less valuable look a little worse for wear. However, it wasn’t until he commissioned
and impacting the purchase decision of customers. Recognizing the interior design firm DSD Groupe Design that he realized how much
importance of retail design, more and more jewellery businesses are work needed to be done to improve the chain’s appearance and,
embarking on store renovations. Recent transformations can be found subsequently, raise its profile and increase sales. Rather than a simple
countrywide, and include Eko on Toronto’s trendy Queen Street West, cosmetic facelift, DSD recommended a complete gut renovation
European Jewellery in the city’s Yorkdale shopping centre, The Vault in and rebrand to bring the outdated jewellery business into the 21st
downtown Halifax and Quebec-based Monaco. century.
032-034.CJ_StoreDesign_re.indd 32 4/6/10 9:49:28 AM

renovationfeature
Monaco Jewellery before renovations. Monaco Jewellery after renovations.
“Everything was wrong with the original stores,” says Dimitri Smolens, “You wouldn’t let anyone but a surgeon operate on your body, so don’t
president of DSD Groupe Design, whose portfolio of Quebec jewellery ask just anybody to help you redesign your store. It’s your business
store projects include Elinor, Gerard and Fils, Oh Folies, Milano and we’re talking about,” says Harris, a 38-year industry veteran who has
Orly. “The lighting was fluorescent and more directed to the ceiling, been involved in more than 3,000 jewellery store projects throughout
creating a very dark interior, and it was not sufficiently bright on the his esteemed career, the most recent being new builds for a high-end
merchandise. There was also a counter in the entranceway that was jewellery boutique in Ogilvy, Montreal’s largest and most prestigious
creating a very narrow store opening, hindering people from coming shopping mall, and Lugaro Jewellers in the Park Royal shopping centre
into the store. When they did, there was nothing exciting to draw them in West Vancouver.
further back.”
Harris advises jewellers that are interested in freshening up their premises
Today, Monaco’s newly renovated boutiques are a far cry from the bank- to do some market research beforehand. What are the demographics
style aesthetic of traditional jewellery stores. Tasked with differentiating of the area? Who is the store’s clientele? The answers to these questions
the shopping centre retail outlet from its mall competitors, with the will form the basis of the store’s overall redesign concept and influence
objective of attracting new customers, DSD revitalized the jewellery its layout. For example, a Tiffany-style store would not be profitable
store chain by reorganizing the space so it’s more conducive to traffic in the small city of Pickering, Ont. Take a store that targets browsers.
flow, installing new ambient and accent lighting, elegant display cases Rather than showcasing everything upfront, merchandise should be
and eye-catching wall displays, and introducing a refreshed, yet neutral, strategically placed throughout, with visual cues such as a bold graphic
colour palette with carefully placed shots of red – now the signature hue on a column, freestanding sculpture, floor-to-ceiling mirrored wall or
of the Monaco brand. larger than life display case used for maximum impact. “This is a good
way to encourage, stir and stimulate shoppers to actually investigate and
Since the renovations, Kehehyan says he has seen great growth in store enjoy every part of the store,” says Harris. “Once you increase traffic,
traffic, translating into a 35 per cent increase in store sales. Additionally, you increase the potential of sales. And once you increase the potential
the newly rebranded stores have caught the attention of major shopping of sales you obviously increase sales themselves.”
centre owners, resulting in an expansion of the chain, as well as
Swarovski, which Monaco has partnered with. “We went from four Often overlooked and underutilized, lighting can also be used as
stores to eight and we’re opening another two in July,” says Kehehyan, a visual cue, prompting a customer to take a closer look at a piece
noting the newest additions will be side-by-side Monaco and Swarovski of jewellery or even ask to try it on. However, jewellers must pay
by Monaco stores. particular attention to the amount of light used and the lighting itself
as improper lighting can make diamonds look dull and dreary and
Although Monaco has experienced much success on account of its cooler hued lights can bleach out gold and coloured gems. Today,
renovations, simply beautifying a tired-looking store doesn’t mean a many designers recommend using LEDs (light-emitting diodes)
jewellery business is going to see a return on its investment. Ron Harris for both general (ambient) and special purpose (task) lighting.
of consulting and design firm Watt International Inc. says there is an While the initial costs are higher than those of incandescent and
art and science to designing a jewellery store that requires the masterful compact f luorescent bulbs (or lamps), LEDs are mercury-free, last
hand and knowledge of a seasoned professional. longer and are more energy-efficient, saving money in the long run.

renovationfeature
Also, LEDs are available in both warm and cool hues, providing
colour match to incandescent bulbs, which are coveted for their
warm hues but for their excessive heat and short lifespan. If LEDs
are beyond a jeweller’s budgetary means, standard T5 fluorescent
or MR16 halogen lights (or a combination thereof) for general
lighting will suffice. Halogen lights are preferred for inside jewellery
showcases. “Lighting is crucial,” says Glenn Pushelberg of Yabu
Pushelberg, an internationally renowned North American-based
interior design firm whose select clients include premier jewellery
designers Tiffany & Co. and Bergdorf Goodman. “Customers need
to be able to see the sparkle equally when viewing the product in
the case as when trying the product on.”
After all, this is the point at which they’re seriously considering

making a purchase. Besides lighting, one of the simplest yet
most effective ways to capture the attention of shoppers is
through store displays. Glass showcases at eye level are highly
The Vault Jewellery Store in Halifax, designed by Watt International.
impactful; however, they must be constructed of shatterproof
glass as mandated by insurance companies. In the event that
it breaks, which is difficult to do, the glass is held in place by a Lotte in Korea, designed by
PVB (polyvinyl butyral) interlayer preventing it from shattering Yabu Pushelburg Design firm.
into small shards and getting mixed up with the showcase
jewellery.
Although it’s best for businesses to consult with their individual

insurance agents to learn about additional security precautions
they must abide by, alarms and security cameras are a must,
as are safes or vaults, where typically 70 per cent of all store
merchandise must be kept at all times. Optional safety measures
include devising walls between tenant spaces in a mall, which will
delay and potentially prevent break-ins from adjacent stores; anti-
theft smoke devices that fill enclosed spaces with a dense white
smoke within seconds of an invasion, disorienting the intruder
and thwarting the person from crawling up into the ductwork to
escape; and disappearing showcases that allow inventory to drop
down into the case and out of sight at the push or click of a button
thereby deterring theft. Creating a safe environment is to the
benefit of both the retailer and customer. Other key considerations
when commencing a renovation include the slip resistance of the
floor and sharpness of showcase edges. However, if redesigning a
space in an existing department store, these may be beyond the
scope of the jeweller.
Regardless of locale, the primary goal of any store redesign is to

enhance the customer experience, because doing so will elevate the
profitability of a business. That’s why now more than ever, as the
economy rebounds from the recession, jewellers need to explore
this undeniably powerful yet intangible way to draw customers in
to their stores and turn potential customers into sales. “In today’s
retail environment competition is beyond tough,” says Pushelberg.
“There is more product and choice than there is consumer, so
design has to act in the art of seduction and romance people into
the store.” [CJ]

cjAprMay10_MirageNovaDiamonds_Ad.indd 1 4/6/10 3:34:30 PM

marketreview
Surveying the Damage

A rollercoaster economic year ended with modest growth,
and the future looks moderately rosy.
By Carol Besler
T
he worst of the recession is behind us, and the recovery so far has • R ichemont Group profits plummeted in the second half of 2009,
been modest, but final 2009 figures show that despite dramatic ending up at -12 per cent by year-end.
ups and downs in 2009 sales of luxury goods, the year wasn’t as • LVMH had a one per cent decline in revenue and a 13 per cent drop
disastrous as the headlines have been telling us. in profit compared to 2008. The watches and jewellery segment was
down 19 per cent.
Luxury Took a Hit • T he Swatch Group reported a drop in sales for the year of -6.3
Indisputably, most companies in the watch and jewellery industry took per cent.
a hit in 2009, as January’s bleak year-end reporting indicates. • Since the recession began in December 2007, the U.S. economy has
lost 8.4 million jobs, more than four million of them in 2009.
• I n the hard-hit U.S. market, jewellery and watch sales dropped to
US$59-billion in 2009, a 1.6 per cent decline from the prior year’s The Bright Side
sales of US$60-billion, based on preliminary figures from the U.S. That’s the bad news. Fortunately, there is a bright side to these
Department of Commerce. Jewellery and watch sales in 2009 were statistics. Swatch, for example, rebounded in the second half of the
about US$2.6-billion below the record level of US$61.6-billion in 2007, year, with a sales increase of over seven per cent. Similarly, De Beers
a four per cent decline from their peak two years ago. reports that as the rough diamond market picked up, sales in the
• According to the Federation of the Swiss Watch Industry, world Swiss second half of 2009 increased by 24 per cent over the first half of the
watch exports fell 22.3 per cent in 2009 to 13.2-billion Swiss francs, year. And Richemont, while it suffered declining sales throughout
their lowest level since 2005, when exports totaled 12.3-billion Swiss 2009, registered a two per cent sales increase by year-end and positive
francs, or US$9.9-billion. December exports fell 7.2 per cent worldwide sales at January’s Salon International de la Haute Horlogerie. Even the
and 15.7 per cent in the U.S., which has dropped in rank as the number decline in U.S. jewellery and watch sales in 2009, while undeniable,
one market, now ranking second after Hong Kong. Declines in exports was less than some forecasters had feared. It was the monthly swings in
to the U.S. reached up to nearly 50 per cent in some months of 2009. jewellery sales in 2009 that were dramatic – month-to-month changes
• De Beers’ Diamond Trading Company posted a 45.5 per cent drop in during 2008 and 2009 were larger than any other monthly cyclical
rough diamond sales for 2009. swings since monthly jewellery sales were first published in 1959.
038-040.CJ_MarketReview_re.indd 36 4/6/10 10:22:43 AM

cjAprMay10_SanghaviDiamonds_Ad.indd 1 4/6/10 3:36:41 PM

marketreview
“in Watch companies are returning in droves to classic styles

bread-and-butter lines and iconic product ranges.
”
And although the Swiss watch industry is still experiencing sales like many other watch and jewellery companies, expects demand growth
declines, exports for December 2009 declined less than in any other to be driven by the emerging markets of China and India.
month, at -7.2 per cent, compared with average monthly declines of
20 to 33 per cent between January and October 2009. Although the U.S. unemployment rate still hovers around 10 per cent
and housing prices still have not recovered from the crash, economists
As for the forecast, Jean-Daniel Pasche, president of the Federation of say interest rates will remain low for some time. As the market stablizes,
the Swiss Watch Industry, is predicting a modest turnaround for Swiss some indications are positive: U.S. jewellery sales for November 1
watch exports in 2010. “We have noted a recovery in November and through December 24 climbed 5.6 per cent over the same period in 2008,
December 2009 as far as Swiss watch exports are concerned. We are according to MasterCard Advisors’ SpendingPulse. Trade shows are
quite sure that this recovery will be confirmed by exports in the first tracking positive growth. The 2010 SIHH in January reported an increase
few months of 2010 against the same figures of 2009, and we expect that in attendance, despite greater selectiveness in extending invitations. The
2010 will be a positive year compared to 2009.” Pasche says Swiss watch number of visitors was 10 per cent up over last year, at 12,500. Attendance
export statistics will show that “the annualized variation will return at the January Vicenza fair totaled 17,969, a 35 per cent rise compared with
to positive rates in the second half of the year. The recovery currently 2009, and the February AGTA GemFair saw a seven per cent increase in
concerns principally Asia, except Japan. We can realistically expect that buyer traffic over the 2009 show, with a total of 8,176 registered buyers.
the U.S. will follow during the course of the year.”
Watch companies are returning in droves to classic styles in bread-
Interest Rates to Remain Low and-butter lines and iconic product ranges. Brands have cut back on
Likewise, De Beers reports that it expects a gradual increase in production production, which means more limited editions and fewer allocations
levels, sales and prices in the coming year. In the longer-term, De Beers, to retailers. [CJ]
038-040.CJ_MarketReview_re.indd 38 4/6/10 10:22:51 AM

cjAprMay10_WCJE_Ad.indd 1 4/6/10 3:38:28 PM

Security, Quality, Flexibility
E
vents of the past can be the driving force behind sculpting the Through its “Circle of Excellence” approach, INKAS® Security Services
roadmap for the future. Collectively, businesses can learn from Ltd. sets the standard for quality and innovation in the professional
situations and mistakes to improve their profitability going security service arena. The belief is that high quality people need
forward. As events from the past have shaped the way society views to be singled out, properly trained, properly equipped and properly
security, companies continue to face a security dilemma in terms of compensated. Where most security companies offer some kind of
what is needed and at what cost. training, INKAS® emphasizes training and practice. Practice is essential
at building confidence and improving performance, which are key
Events of the past and challenges of the present provide a breeding ground ingredients in the equation of success. Without practice, individuals
for enterprises masquerading as security providers. There will always be a and service cascades into the pool of mediocrity. Practice leads to
line-up of security companies waiting to peck at and attempt to snatch the competence, competence leads to performance. Performance leads
corporate dollar, however, questions do remain. When security companies to compensation. Compensation leads to motivation. This “Circle of
and guards are a dime a dozen, how does a business or company choose Excellence” philosophy has lead to a higher quality of security service in
the right provider? These security scavengers, many of which will attempt an industry that is marred with turnovers.
to offer services that somewhat represent protection, lack innovation,
quality and reliability. What features of service are considered to be INKAS® removes much of the speculation for companies by asking
essential? How is quality determined? What attributes will ultimately questions and by providing tailored solutions. Asking questions,
enhance operations, assets, employees and the bottom line? reviewing operations and analyzing needs are the first and foremost
042-043.CJ_Inkas.indd 40 4/7/10 1:24:05 PM

Security, Quality, Flexibility
E
vents of the past can be the driving force behind sculpting the Through its “Circle of Excellence” approach, INKAS® Security Services
roadmap for the future. Collectively, businesses can learn from Ltd. sets the standard for quality and innovation in the professional
situations and mistakes to improve their profitability going security service arena. The belief is that high quality people need
forward. As events from the past have shaped the way society views to be singled out, properly trained, properly equipped and properly
security, companies continue to face a security dilemma in terms of compensated. Where most security companies offer some kind of
what is needed and at what cost. training, INKAS® emphasizes training and practice. Practice is essential
at building confidence and improving performance, which are key
Events of the past and challenges of the present provide a breeding ground ingredients in the equation of success. Without practice, individuals
for enterprises masquerading as security providers. There will always be a and service cascades into the pool of mediocrity. Practice leads to
line-up of security companies waiting to peck at and attempt to snatch the competence, competence leads to performance. Performance leads
corporate dollar, however, questions do remain. When security companies to compensation. Compensation leads to motivation. This “Circle of
and guards are a dime a dozen, how does a business or company choose Excellence” philosophy has lead to a higher quality of security service in
the right provider? These security scavengers, many of which will attempt an industry that is marred with turnovers.
to offer services that somewhat represent protection, lack innovation,
quality and reliability. What features of service are considered to be INKAS® removes much of the speculation for companies by asking
essential? How is quality determined? What attributes will ultimately questions and by providing tailored solutions. Asking questions,
enhance operations, assets, employees and the bottom line? reviewing operations and analyzing needs are the first and foremost
042-043.CJ_Inkas.indd 40 4/6/10 4:00:37 PM

advertisingfeature
practice in determining what is right for the client. This practice is the If for whatever reason, the customer wishes to leave, they have the option to
essence of security assessment, highlighting threats as well as optimal terminate service. INKAS® uses its client base as a barometer for quality.
solutions. Similar to its retention of staff, clients tend to remain loyal for years.
INKAS® incorporates the latest technology into its services, thus As business communities continue to face threats that include vandalism,
eliminating much of the customers’ guess work. The Company’s security security breaches, fraud, theft and embezzlement, INKAS® has responded
solutions are defined and governed by the following advantages: quality by creating the Local Security Cooperative, (LSC). The LSC is a step
non-unionized employees, 24/7 proactive operational support, non up from Neighbourhood Watch as it is geared toward businesses and
committal contracts, flexibility in service and the ability to provide a protection of assets as well as human resources. The LSC features many
variety of security packages. security options that include frequent site visits, news and police reports
for the area as well as the deployment of the latest security technology.
INKAS® is the only Group of Companies in Canada that can offer all Members enjoy tailored security packages, services, products and
of the following: armed and unarmed security guards, mobile and close possible insurance discounts, bi-weekly reports, quarterly newsletters
protection security, security training and courses for companies and and a community voice geared toward protection. Through the LSC,
businesses, armoured car services, safe manufacturing and rentals, vault businesses are offered security consulting, alarm response, surveillance
storage facilities, armoured vehicle manufacturing, point of sale and IT and state of the art technology that will assist and enhance the quality of
technology and coin processing. protection in their community.
INKAS® guarantees customer satisfaction. The Company is so confident As events of the past and present continue to present challenges and as
that customers will be satisfied, it offers non-binding contracts. Clients the roadmap for the future is charted, INKAS® will continue to develop
are not bound by a lengthy term buried somewhere in a legal document. and refine its services in all capacities. [CJ]
042-043.CJ_Inkas.indd 41 4/7/10 1:24:20 PM

advertisingfeature
practice in determining what is right for the client. This practice is the If for whatever reason, the customer wishes to leave, they have the option to
essence of security assessment, highlighting threats as well as optimal terminate service. INKAS® uses its client base as a barometer for quality.
solutions. Similar to its retention of staff, clients tend to remain loyal for years.
INKAS® incorporates the latest technology into its services, thus As business communities continue to face threats that include vandalism,
eliminating much of the customers’ guess work. The Company’s security security breaches, fraud, theft and embezzlement, INKAS® has responded
solutions are defined and governed by the following advantages: quality by creating the Local Security Cooperative, (LSC). The LSC is a step
non-unionized employees, 24/7 proactive operational support, non up from Neighbourhood Watch as it is geared toward businesses and
committal contracts, flexibility in service and the ability to provide a protection of assets as well as human resources. The LSC features many
variety of security packages. security options that include frequent site visits, news and police reports
for the area as well as the deployment of the latest security technology.
INKAS® is the only Group of Companies in Canada that can offer all Members enjoy tailored security packages, services, products and
of the following: armed and unarmed security guards, mobile and close possible insurance discounts, bi-weekly reports, quarterly newsletters
protection security, security training and courses for companies and and a community voice geared toward protection. Through the LSC,
businesses, armoured car services, safe manufacturing and rentals, vault businesses are offered security consulting, alarm response, surveillance
storage facilities, armoured vehicle manufacturing, point of sale and IT and state of the art technology that will assist and enhance the quality of
technology and coin processing. protection in their community.
INKAS® guarantees customer satisfaction. The Company is so confident As events of the past and present continue to present challenges and as
that customers will be satisfied, it offers non-binding contracts. Clients the roadmap for the future is charted, INKAS® will continue to develop
are not bound by a lengthy term buried somewhere in a legal document. and refine its services in all capacities. [CJ]
042-043.CJ_Inkas.indd 41 4/6/10 4:00:54 PM

Look
Again What does Made You Look
have in common with other
jewellery stores? Nothing.
By Carol Besler
Photography By Davide Bagnarol
042-047.CJ_CoverStory_re.indd 42 4/6/10 3:53:30 PM

coverstory
Sarah Hamel.

T
he business model for Made You Look is so outside the box Hamel sold her condo, enlisted financial support from her father, now her
that traditional jewellery retailers who take a look, as the name business partner, and bought a run-down store-front building on Queen
suggests, might not recognize themselves. But what they are West. She set up some benches at the back – significantly NOT separated
looking at might just represent the future of jewellery retailing. from the store by a wall – “there are no secrets here” – and enlisted a
team of serious designers. At her side are 20 local jewellers, all of whom
Made You Look represents a departure from the norm on every level. occupy a bench at the back of the store. The foundational message of the
Modelled as a co-op retail venture, its Toronto location might be Made You Look brand is “local and handmade.” Every piece in the store
described as “off-off-Bloor-Street” – it’s situated in one of the many is handmade, most of it within the store. All jewellery is made by Toronto
so-called up-and-coming neighborhoods of Toronto: a strip of Queen designers, all of whom are independent, working there on a “rent-a-bench”
Street West between Dufferin and Lansdowne, soon to be the sight of basis, with their designs sold on commission. Full-time designers rent for
several new condo developments judging by what has been happening $450/month, while part-timers rent for $300/month. Hamel takes a 30 per
in Toronto over the past decade. “Our safety net is buying a building cent commission on sales by in-house designers and 40 per cent on the
in a transitional neighborhood and hanging on to it,” says owner Sarah work of the approximately 100 additional local designers whose pieces are
Hamel, who lives in one of the four loft-style apartments above the store. showcased there. Today, not all the in-house designers are students. Many
“The vast majority of businesses along here own their buildings and are established designers who worked for larger companies at one time.
operate some kind of artisanal niche, from fashion to food.” Hamel, a Uli Dehez, for example, was with Platinum Unlimited for many years.
graduate of the George Brown College Jewellery Arts program, founded “I wanted it to be clear from the beginning that this is a professional
the store in 2001 as a way of creating “a life” for herself and some of her space,” says Hamel. “No hobbyists.”
colleagues. “I would ask my fellow graduating students what they were
going to do and they’d say things like, ‘Well, maybe keep my bartending “The studio is fully equipped and modeled after the facilities as George
job and set up a bench in my parents’ basement…’ – and I thought, here Brown College,” says Hamel. Monthly fees include the use of all aspects of
are 30 people all looking to launch a career; why don’t we all launch the studio, including a photography room and client meeting room, which is
together.” technically called the library and doubles as a lunch room and boardroom.
Rose Charm Bracelet

coverstory
Comfy sofas, exposed brick, hardwood floors

and parlour cabinets create a home-like feel.
Hamel maintains the retail showcase space, with the help of five full- The store is furnished with an eclectic mix of antique and modern
time staffers, and a studio technician provides maintenance for the furniture, accessories and showcases: Persian rugs over hardwood floors,
benches and equipment, all of which is included in the fee. The rent antique chandeliers, comfy sofas and chairs – in which Sheba, the studio
also includes general office supplies and Hamel’s ongoing promotional kitty, is often curled up. It’s a cross between glamour and Bohemian,
efforts, including a monthly fee to retain a public relations agency. with exposed brick walls, lined with enormous gilt mirrors and a mix
“Over the years, Made You Look has developed a reputation for being of paintings, creating an artistic, studio atmosphere. Each in-house
the city’s best destination for unique, handmade, local, custom jewellery designer occupies a showcase or a shelf in a showcase, which includes
and therefore any designer who is connected is instantly associated with a small, framed photograph of the designer, adding a human touch to
this brand,” says Hamel. The only thing the designers pay for is their the pieces and reinforcing the “handmade, local” brand message. “We
materials, which they buy in bulk, and their bench stools. “Jewellery wanted to eliminate this sense of mystery that surrounds jewellery,”
designers are often limited by the resources they would have available says Hamel. Many of our customers are shopping for bridal, and what
to themselves as individuals. In this environment, all the equipment they all have in common is that they don’t want to buy their engagement
is provided and the studio is set up to be able to meet all aspects of a rings in a mall. Here, we proudly show our studio, where everything is
makers career, from designing to production, to displaying, marketing made. We keep a box of wax models on one of the counters; we want to
and selling,” says Hamel. “Equipment is expensive and there are many demonstrate that these designs don’t just fall out of a tree. There is labor
health and safety issues associated with the production of jewellery. At involved. There is love involved!” The result, says Hamel, is the fostering
Made You Look we have every tool a jeweller needs in order to feel free of an important element of trust between the designers and their clients,
to explore and develop any technique in a limitless way.” something that reflects and on and benefits the overall store brand.

“designers
With so much talent under one roof,
are able to consult with each
other in order trouble shoot and solve
problems with the best advantages.
There is an amazing spirit between
the artists, and a true sense that
one person’s success is everyone’s
success.
”
The natural form of a flower is made

clean and modern in an Art Deco inspired
setting. Made in 14K white gold with bezel,
pave and illusion set white diamonds.
“Customers feel good about supporting local designers, and doing so top,” says Hamel. “These are usually the types of pieces that wardrobe
in this environment allows for the relationship to continue growing. stylists are drawn to. We either rent them for 10 per cent per day, or
Just as people have their favourite hairdresser, our customers now have they get borrowed in exchange for credit in the magazine or show.”
their favourite jeweller, who is available on-site to look after all of their The second floor of Made You Look Accessories houses a yoga studio,
jewellery needs.” “Yoga Queen,” where many of Hamel’s resident designers “go to get off
the bench for awhile.” There are also two loft-style apartments. “I’m
For the first six years of business, Hamel and her crew were selling both basically a landlord,” says Hamel. “When I’m not on the floor selling
fine jewellery and fashion jewellery – or what she refers to as “funky jewellery, I’m upstairs on a ladder changing a light bulb or taking out
jewellery accessories” – in one retail location. “Over time, the serious the recycling bins.”
nature of our business grew and we needed to find a way to have our fine
jewellery appreciated as such, without getting rid of the more playful When asked who her demographic is, Hamel answers: “12-year-olds to
jewellery that our store was also famous for offering,” says Hamel. “The 45-year-olds.” She qualifies this broad base with “It’s not about age or
building directly across the street had been sitting empty for many income or any of the traditional demographic classifiers. It’s a mindset.
years, and the idea hit me to separate the collections, and put one over People who get Queen West, who get shopping local, handmade.
there. Acquiring that space became an interesting and exciting mission.” Customers are immediately spellbound by our environment. It is
Hamel and her father bought the second building, and in 2007 opened instantly apparent that is unlike any other retail jewellery store. From
Made You Look Accessories, a sister store stocked with jewellery that is the gallery, you can see artists sitting at jewellers benches, designing,
“fun and funky, playful and experimental.” The fashion jewellery side making and talking amongst themselves. The fact that designers are on
of the street is where film companies, fashion designers and stylists site allows the customers to interact with them, it makes the shopping
frequently visit. “Many of the pieces we display are big and over the experience very personal.

coverstory
Twenty local designers occupy benches that

are incorporated onto the showroom floor.
“This business model has so many symbiotic advantages,” says Hamel.

“With so much talent under one roof, designers are able to consult with
each other in order to trouble shoot and solve problems with the best
advantages. There is an amazing spirit between the artists, and a true
sense that one person’s success is everyone’s success. They help each other
at trade shows, donating man hours or display materials. Generally, they
are doing everything they can to help facilitate each others’ careers. Yet,
the healthy air of competition insures that everyone stays on their toes. It
is the perfect catalyst for new ideas, better designs and fresh perspective.
For me as a retailer, this is a tremendously powerful story to tell, and
customers sense the energy and spirit of our unique environment as
soon as they walk through the door. This is all I need in order to market
and sell their jewellery effectively,” says Hamel.
Hamel’s latest project is an extension of her community-based, “it-takes-

a-village” business philosophy. Five of her in-house jewellers have had
babies in the past six months, so Hamel turned the basement of Made you
Look Accessories into a nursery/day care centre, where the new mothers Record the sound of your voice or a favorite tune and preserve it
take turns babysitting and where eventually, they hope to position a full- for life on this unique Custom Soundwave Ring. Sterling silver
time nanny. The name of this new venture? “Made You Look After.” [CJ] and 14k yellow gold plating, starting at $775.

Canine Couture
Pets, especially dogs, have long been man’s best friends. Now they’re also the
most accessorized, with serious style and serious bling. By Paul Aguirre
B
oundaries are breaking and participants included veteran Vivienne Westwood, English
jewellery is now accessible to designer Bed de Lisi and jeweller Issa from Dubai. In
the masses – literally. Pooches total, the event featured over £1.5 million worth of jewels,
(and other pets) from all over the globe including a £2,500 Westwood couture dog “ jacket,”
are trotting down the sidewalk or sitting constructed with white diamonds and sapphires.
on their fur beds in head-to-paw jewels.
Albeit, some are simple, classic and modest According to a recent National Pet Owners Survey, 62 per
collars while others are extravagant and decadent. cent of U.S. households own a pet, which equates to 71.4
Louis Vuitton is one of the first big design houses million homes. In Canada, according to a 2008 Statistics
to turn out pet accessories that comes to mind. Canada report, the average amount spent on pets jumped
When the brand reintroduced its now legendary from $345 in 2004 to $439 in 2008, a 27 per cent jump
monogrammed products, everything from mobile over fours years. Unfortunately, Canadian statistics
phone cases to credit card holders became available. are not as comprehensive for pet items other than
Shortly thereafter, the brand introduced what I food and veterinarian expense as those available in the U.S.,
coin as the start of the pet accessories revolution: but when one extrapolates the numbers, it’s a wonder why
dog carriers. there aren’t more high-end jewellers creating affordable pet
jewellery for the average consumer. “Pet jewellery is
It didn’t take long for the accessories to become a growing category because buying and giving jewellery
even more lavish and for owners to indulge even has been a sign of love and adornment since the beginning
more in man’s best friend. Jewellery designer of time,” notes Canadian Judith Koenig, owner of Chloe’s
Stephen Webster, who designed Madonna’s Canine Collection and a jewellery designer herself.
engagement ring, recently entered this growing “Owners can see the jewellery on their beloved pets and
category and designed a one-off pet dog collar smile with joy at how cute they look.” Judith started her
with an 18k yellow gold bone with 15 carats of business several years ago, frustrated by the lack of pieces
white diamonds valued at US$1-million and she found online to purchase for her white Bichon Maltese,
only available at luxury department store Harrods Chloe, the namesake of the collection. “I thought, what a
in London. A replica (pictured) was also created great idea. I have been designing jewellery for humans all
using sterling silver and cubic zirconias, while my life, why not for pets too?” And so the business began,
retaining its typical and staple Webster appeal. The and, after much success, things seem to be going better
rest of the fashion community has also taken notice than they have in years, despite a recession. “At our most
and Harrods, the same Webster collaborator, recent tradeshows, we sold more pet jewellery than ever.
threw its first Pet-A-Porter fashion show (a take Retailers are attracted to our unique designs and we have
on the fashion industry’s “prêt-à-porter” term the ability to manufacture our collection in a variety of
describing “ready-to-wear” collections) in sizes and colours,” noted Judith of her recent success. “The
November 2007. The show featured a number public often wants to know where to find our collection.
of luxury dogwear, including jewellery, and People are impressed that we use Swarovski components,
048-050.CJ_PetJewellery_re.indd 48 4/6/10 11:19:34 AM

petjewellery
Stephen Webster’s
exclusive Harrods design.
Chloe Canine
embellished chloeberry
collar and lead.
DESIGNER DIGS
Behold a small selection of brands jumping on the pet
accessories trend:
as they are attracted to the bling. Most importantly, Canadians are Roberto Cavalli, with pieces from $110
looking for items that are made in Canada, but still possess the unique Phillip Lim
qualities of designer jewellery.” Harley Davidson, with pieces from $15
Ralph Lauren Polo, with shirts from $45
Made in Canada seems to be the trend when it comes to niche categories
in 2010. Brave Leather, based in Toronto, embraces the ethical
production of goods with its “Handmade in Canada” policy. For
owners who don’t want the flash and glitz of traditional pet jewellery, The company also thinks about function over form, offering durable
Brave recently introduced new dog collars made with eco-friendly, beading cable wire to ensure lasting wear with bar-and-ring toggle,
vegetable-tanned leather. Starting at $55, they come in several colours lobster claw, swivel clasps and sterling beads to complete the look of
and can also be customized with sterling silver letters as owners wish. each piece. If there were a prize for most expensive dog collar, it would
California-based Glitzy Pet Jewelry also knows the basic principles of have to go to New York City-based I Love Dogs. It currently claims to
attracting clients with classic and varied designs, and almost runs like hold the world’s most expensive dog collar, The Amour. Retailing for
a fashion house with several different labels/collections to cater to a approximately US$3.2-million, the 52-carat diamond dog collar was
wide array of clientele. The company has been designing pieces by hand completed with over 1,600 handset diamonds. The chandelier design
and in-house since 2005, with a mandate to bring upscale jewellery to features a 7-carat, brilliant-shaped centerpiece set in platinum with 18k
the forefront. The brand offers a Classic line of haute pet jewellery with white gold for strength and structure. It also features swanky crocodile
Swarovski crystal, freshwater pearls and Venetian glass beads. It also has leather for comfort and class. “More than ever, people are viewing their
a Trendy collection, using faux pearls, Czech crystal glass hearts, fire- dogs less as pets in the traditional sense and more as true members of
polished crystal, hot colour freshwater pearls and cloisonné charms. the family, like a child,” explains Martha Smith, General Manager of
I Love Dogs. “Dogs are only here with us for a short time, and people
La Jeune Tulipe; $150,000 with 1.52-carat
marquise-cut diamond blooms.
are increasingly inclined to pamper their beloved pooches, be it with
special diets or supplements, luxurious clothing and accessories,
prestigious doggie daycares and play dates, or exclusive diamond collars
like ours.” Indeed, the brand boasts designs that would rival Chopard
or Harry Winston, especially with pieces like the more affordable (yet
still US$899,000) and equally beautiful Amour de la Mer, an 8.5-carat
sapphire set with 600 diamonds with an ostrich leather band. In
addition, the company uses diamonds that are issued GIA certificates,
and one collar can take as long as eight weeks to prepare. The company’s
website offers a user-friendly “diamond guide” to help consumers
understand diamond cut, clarity, colour and so forth. Martha insists
educating clients and knowing them is key: “Our client base spans
different demographics. Our diamond dog collars are enjoyed by a
select group of fashion-forward dog lovers who are committed to
Collars from
luxury products for both themselves and their precious pooches.”
I Love Dogs. The Amour.
w w w. c a n a d i a n j e w e l l e r. c o m APRIL/MAY 2010 CJ 49

petjewellery
THE NUMBERS
Total U.S. Pet Industry Expenditures
$47.7
Billion
$45.5
$43.2
2008 2009 2010

Year
Pet expenditures also second the idea that pet owners do have
the money to spend, so why not give them what they want?
*Courtesy of the American Pet Products Association (APPA) La Jeune Tulipe.
The company has also gone beyond collars to provide a well-rounded

one-stop pet shop. “Our premium, veterinarian-formulated vitamins
and supplements are highly popular among agility and conformation
competitors, as well as families who want the best in health products
and premium nutrition for their dogs.”
In the end, being unique and offering customization is key when dressing
four-legged friends – it’s what has sustained the industry through the
recession and will continue to be a hot aspect of the category for the
coming years. “We are constantly busy designing original accessories to
From catwalk to cat?
keep up with customers’ needs and desires,” says Judith of her custom
According to recent trend reports from the APPA, the biggest
work. “Consumers do not want mass-produced items that are seen in
looks from the runways of the world may soon be seeing
big-box pet stores. They want to buy unique, stylish items that are only
your local pet specialty store. Among its predictions are:
carried in trendy boutiques. Our clients go wild over our extravagant
pieces and when they love their pets, price is not an issue.” Martha agrees
• faux mink coats
that people are taking more chances as the economy rebounds, and
• “hipster” lumberjack vests
canine love is still a big motivator. “The non-judgmental, unconditional
• matching jewelled and leather collar and leash sets
love of companion animals is often what helps support people through
• upscale leather carriers complete with a cell phone
difficult times, so as things start to look brighter and people become
and water bottle holder for the owner
more adventurous with their spending again, they like to consider lavish
gifts for those companions.” — with files from Septembre Anderson [CJ]

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Platinum
the recession
rides
The great white metal wins the endurance
test through the economic crisis. By Carol Besler
A
fter a rollercoaster year in 2008, during which the price of
platinum reached a record price of $2,276 and then swung back
down to $756 three months later, the market has evened out
somewhat and platinum has endured as a solid choice amoung jewellery
consumers, particularly in the bridal market. “Platinum has been
trading within a much smaller differential to gold, making the highest
quality metal that much more accessible, and with a marginal price
premium from gold,” says Huw Daniel, president of the U.S. division of
Platinum Guild International.
“Pizzo” platinum pendant with

white and blue sky diamonds,
by Paolo Piovan. Photo
courtesy of Platinum Guild
International.
054-057.CJ_Product.indd 52 4/6/10 10:25:12 AM

productfocus
“La Fleur” platinum ring with

diamond, by Scavia.
Platinum and diamond bangle by Chad Allison. Platinum ring with aquamarine,
Photo courtesy of Platinum Guild International. by Pia Mariani.
Although Johnson Matthey has not yet published its annual report on retailers to customize platinum content for their websites. Available
platinum markets and demand for 2008, “What we do know is that content includes:
as the price of platinum fell, a lot of the special order bridal business
switched to platinum,” says Daniel. “At retail, there was more of a time • Platinum and other metals
lag as retailers have been slow to adjust in-case inventory prices in line • Finding your ring size
with actual metal prices.” •Planning and budgeting for your platinum
engagement ring and wedding bands
According to Daniel, the most serious issue facing the jewellery • What to look for in a platinum ring
industry today is lack of liquidity. “This is stalling new inventory • Platinum jewellery buyer’s guide
purchasing that will get consumers back to buying. We know that the • Platinum and precious gems
consumer is now back in stores after being absent for many months, • Caring for platinum jewellery
but in order for them to buy, we need to make them fall in love with • Platinum ring styles
exciting, beautiful platinum jewellery,” he says. “In-case, pricing has
been slow to follow metal market trends, with some inventory marked According to Jewelers of America’s annual The Cost of Doing Business
at 2008 prices. This means e-retailers and special order is where most survey platinum jewellery’s gross margin ranks the metal well above the
of the movement is happening.” national average providing retailers with increased dollar profits and, at
the same time, helping to ensure long-term customer satisfaction.
The global recession has affected all jewellery categories, notably in
Japan and Western markets, with China and India relatively immune. PGI’s exclusive focus is on supporting sales of platinum jewellery.
“However, the least impact in those recessionary markets has been As such, it is committed to obtaining as much public relations press
on bridal, where platinum plays an important role,” says Daniel. coverage as possible. This year, the focus is on quality over quantity. “In
A study conducted by Modern Bride magazine just as the recession 2010, total press coverage is less of a priority than quality press coverage,”
was beginning in Fall 2008 showed that instead of reducing their says Daniel. “Specifically, PGI will be seeking to ensure any mention of
wedding budgets, engaged couples planned to reprioritize spend platinum includes a reference to one of platinum’s many positive values.”
their dollars on items that will last forever. On the top of the list was PGI will also be focusing on entry point platinum bridal product. “There
the honeymoon, photography and the engagement ring. The survey is substantial unmet consumer demand for platinum at lower price
reported that 90 per cent of brides said they were either keeping to points than currently available on the market,” says Daniel. “PGI will be
their original wedding budget or planned to spend more. According to working with manufacturers and designers to facilitate a greater supply
a concurrent survey by the Conde Nast Bridal Group, 81 per cent of brides of entry point designs in engagement rings, women’s wedding bands and
desire platinum. A follow-up study by PGI-USA revealed that 50 per cent of men’s wedding bands at retail. We will continue to leverage the interest of
bridal jewellery shoppers conduct their research online. PGI responded consumers in celebrity lifestyle, communicating how the celebrity look,
by developing new iFrame technology that allows jewellery designers and from the red carpet to the wedding aisle, can be achieved for less.” [CJ]

productfocus
“Platwood” bracelet
in platinum and
wood, by Pia Mariani.
Platinum pendant with “peau

d’ange” coral cameo, diamonds
and chrysoprase, by Rovian.
Platinum Advertisers in this issue

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e: atlanticeng@bellnet.ca
Crown Ring
Additional tools available free of charge to the trade by PGI include t: 514.381.1589
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w: www.jsnjewellery.com
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PLATINUM 101: THE TECHNICAL FAQ
with Jurgen Maerz, Technical Consultant to PGI
Why is platinum made with different alloys? Some add iridium; smaller mining operations in the U.S. and Canada. Alluvial platinum is
others ruthenium. Which it the most desired combination for found in the rivers of Colombia as well.
fine jewellery?
Platinum in its pure state is very soft and cannot be used for jewellery. In What are PGMs
order to give it hardness, platinum is alloyed. Many metals can be used PGM is the acronym for Platinum Group Metals and is used to talk
for alloying, but it depends on how the platinum is manufactured, to make about the sister metals found alongside platinum. They are: Platinum,
the choice. For hand fabrication, Pt950/Iridium is a good choice, as the Palladium, Osmium, Rhodium, Ruthenium and Iridium
working of the metal (hammering, rolling, etc.) gives it a good hardness.
However, for casting it may be too soft, and thus rings will scratch easy What do the terms ductility and malleability mean?
and bend and dent. Pt900/Iridium is harder and can be used for all Ductility is the ability of a metal to be elongated, as in drawing (making
applications. The best choice for universal needs, casting, fabricating, die wire). Malleability is the ability of a metal to be forged, bent, formed and
striking, etc. is Pt950/Ruthenium. This alloy is hard, malleable, ductile and thinned by rolling. Platinum is a very ductile and malleable metal.
the alloy of choice for many high end manufacturers.
Does platinum need to be rhodium plated?
Why is there so much more porosity in casting platinum Rhodium plated platinum will look like any rhodium plated metal.
in comparison to 18k gold? Platinum has a warm natural white colour, whereas rhodium is a harsh
Casting platinum is difficult at best. The high temperatures and the white colour. The reason white gold is plated is to create a white
reaction of the metal in the mold is difficult to predict. But it is a matter appearance that platinum has naturally. It is not good practice to plate
of fine tuning a process. Many production casters believe it is easier platinum with anything.
to deal with porosity after casting by using lasers. If you use one alloy
and set your quality standards high, casters should be able to get the Does Platinum scratch?
parameters right and give you a good product. While it is not possible Like all metals, platinum scratches. But when platinum is scratched,
to cast without some porosity, a good caster has ways to reduce it to the metal is merely displaced, which means none of the volume is lost.
an absolute minimum. When gold is scratched, a small amount is always lost, which is why
wedding rings made of gold will wear down over time, while wedding
What is the melting temperature of platinum? rings made from platinum will not.
Pure Platinum 3,224°F or 1,773°C
Pt950/Ruthenium 3,250°F or 1,788°C When is it proper to solder, and when do I weld platinum?
Pt950/Iridium 3,236°F or 1,780°C Soldering is usually required when you are working on a multi-metal
Pt900/Iridium 3,236°F or 1,780°C piece, such as 18k and platinum combination. The metal with the
lowest melting point dictates the method used. When installing minor
What does the stamp: IRIDPLAT mean? components to platinum, such as findings, soldering is preferred.
This is a stamp that is no longer in use and refers to 900 platinum/100 Whenever you are sizing a ring and need to use solder, use a 1700
iridium alloy. Today this alloy will be stamped Pt900, 900 Pt or 900 PLAT. seamless solder or the high purity “plumb” solders for the task. Lower
temperature solders tend to show a seam. Sizing a platinum ring is
What is the best way to size a platinum ring? normally done with the welding method, as long as there are no stones
The best way to size a platinum ring is to weld it. This should be done nearby and the ring is made of platinum.
with the same alloy of which the ring is made.
Why should I pick platinum as precious metal of choice?
Can welding or soldering be done near stones? Platinum is a rare precious metal that’s used to create fine jewellery. Its
It is not possible to weld near stones using the torch. Even the lowest heavy weight and durability make it a metal that will not wear away with
temperature platinum solder will burn the stones. Sometimes soldering can constant use. Platinum holds fine gemstones firmly in place for the life
be done with a gold solder. In all cases welding can be done with a laser. of the jewellery when used as prongs and other setting components.
Platinum’s natural white lustre provides a rich backdrop for diamonds, but
Why does my platinum ring appear to be magnetic? it’s a metal that’s just as elegant when used all by itself to create a piece of
Your ring is most likely made from a platinum/cobalt alloy. This alloy jewellery, either a simple polished item or a design with engraved motifs.
is used when a fine, detailed casting is desired. Pt950/Co is slightly
ferro-magnetic. Is the stamp Pt alone sufficient to describe platinum jewellery?
The letters Pt alone are the chemical sign and represent pure 999.9 Pt.
Where is platinum mined? Jewellery made from platinum is marked with the initial Pt followed by the
Platinum is found mostly in South Africa and Russia. There are also platinum content in parts per thousand as in Pt950.

designerprofile
Winning Rhythm
Erika Pena combines Latin flair and chic
style for timeless pieces.
BY BONNIE SIEGLER
A
three year-old Erika Pena traveled to South Florida from
Puerto Rico with her parents to begin a bicultural childhood
that ultimately would lead to her becoming one of today’s top
jewellery designers. It all began after graduation from Parsons School
of Design, where Erika joined forces with some of the fashion empire’s
most noteworthy designers. She soon dismantled her prized shell
lamp and created her first pair of earrings. In 2006, Erika launched
her signature collection Kika, and was soon receiving kudos – and a
celebrity following who became enthralled with her timeless one-of-a-
kind jewellery pieces. Since 2008, Pena has traveled extensively between
her homes in Fort Myers, Florida, Spain and Puerto Rico creating and
showcasing her line internationally. Her highly expressive and uniquely
inspired pieces have been featured in today’s top magazines, TV shows
and on the hands, arms, necks and ears of A-list celebrities.
Designer Erika Pena.
056-059.CJ_Designer_re.indd 56 4/6/10 11:23:23 AM

RegisteR today at www.jcklasvegasshow.com
or call (203) 840-5684 • toll-free (800) 257-3626
AD47
cjAprMay10_ReedEx_JCKlv_Ad.indd 1 4/6/10 3:45:30 PM

Canadian Jeweller (CJ): How has your eclectic background inf luenced
both your early designs and today’s creations?
Erika Pena (EP): Being born in Puerto Rico, raised in the U.S. with Dominican
parents has definitely been an enrichment to my life, taste and spirit. The time
I spent in Puerto Rico when I moved back really was where I found my design
strength. The island, people and festive spirit were the keys to bringing out
the best in my designs.
CJ: What was it about your American upbringing that fascinated you and
inspired you to create pieces of fashion and art?
EP: This molded my business senses and created a yearning to become an

entrepreneur. Also, what I love most about the U.S. is the melting pot of
people and how we all are trying to achieve a goal. This diversity taught
me to really respect my origins, but at the same time, to be a stronger
individual.
CJ: How would you define your jewellery designs as far as current fashion is Handcrafted rings and bracelets in 925 Sterling Silver.
concerned?
EP: Edgy, sensual, a bit vintage, modern, but always very feminine.
CJ: You work in both gold and silver. Do you prefer one over the other?
EP: I am not working with any other metals right now, but it’s always a
possibility. And I don’t really prefer gold over silver or vice versa. I love both
silver and gold so what inspires me at the moment is what I design with.
CJ: Do you like using semi-precious stones?
EP: I do like using citrine, amethyst and aquamarine. The metaphysical

properties of those stones interest and inspire me.
CJ: How does texture play into your designs, if at all?
EP: Depending on my inspiration, I research a place and culture at its time.

For example, the OJA LA collection was inspired by Andalucian culture,
which is in Southern Spain. So when I went to the museums, I would buy Handcrafted Balinese Druzy Agate Stone Ring individually set
with granulation sterling silver beads.
books about the architecture and from there, work on some patterns as
inspiration.
CJ: I saw your hand-cut triangle, circle and rectangular shaped earrings with
dangling chains. It seems you were able to bring in almost every geometric
shape into one design.
EP: I love shapes and I was inspired by Avatar, so I wanted to design modern
pieces that had an indigenous but space-like edge to them, and still have the
Erika Pena signature chains.

designerprofile
CJ: Your jewellery is a platform to help grow awareness for Yayasan Membina
Api Cinta Asih and your Cinta Kasih collection feature the signature helping
hands necklace and bracelet. What is the importance of this foundation?
EP: The direct translation is “to cultivate the Fire of Compassion Foundation”
and 40 per cent of the proceeds from this collection go directly to them. It’s
a non-profit organization based in Bali, concerned with finding solutions
to environmental, social and educational problems and challenges. The
organization’s primary focus is to contribute to the development of Indonesia
through educational and environmental projects.
CJ: You have a high-calibre celebrity clientele. Which of your designs are
favoured by these stars?
EP: Beyoncé loves the Joana earring, Hannah necklace and many more. Jennifer
Aniston is Mina rocker and Rupa necklace while Jessica Alba likes the Mini
Ala earrings. Brooke Shields loves Isabella and Viocella necklaces and Kim
Kardashian likes my Dynassis and the Mini Ala earrings. I get a lot of feedback
especially about my earrings. They all seem to love the lightness and grandeur.
CJ: Where do you see the upcoming jewellery trends going?
EP: Rings, big rings, and lots of them.
CJ: Your Jose Maria and Lucia Teardrop rings are popular pieces.
EP: Yes, I was so taken by the beautiful Druzy stones of Indonesia that I
decided to just showcase their beauty by setting them in a simple and modern
way such as the Lucia ring. I designed the Jose Maria ring as the mixing of
both these inspirations, a bold ring with these beautiful Indonesian stones
encased with hand granulation reminiscent of the Gypsy spirit. The simple
elegance that these rings possess is what makes them such a popular item.
They are timeless pieces that everyone can appreciate and wear.
CJ: What was the inspiration behind the Gitana ring and bracelets?
EP: The Gypsy’s of Sevilla, Spain. The ring and bracelets, when worn together,
look amazing.
CJ: How would you describe your new collection?
EP: Inspired by indigenous roots but with a modern touch. Shapes and
textures of nature but in a contained space shape with a bit of movement of
light dangling chains.
Handcrafted Balinese Druzy Agate Stone Ring individually set. Each Stone
CJ: Your pieces represent a certain look of simple and classic, yet trendy. What
is Nature Made and one-of-a-kind color and textures. Available in oval, do you think your collection says about the women who wear your designs?
teardrop and square.
EP: I am fashionable, sensual and strong. [CJ]

Forever More
Breanna Collection.
Quite simply, the wedding band is the ‘jewel in

the crown’ of a couple’s relationship. It’s also the
cornerstone of CrownRing.
By Clare Tattersall
W
hether adorned with diamonds or simply styled, the wedding “To distinguish a king and queen from other people, they have crowns
band holds a particular significance. Often given after the on their heads. In the case of the wedding day, the ring is the crown and it
exchanging of vows, it is a token of eternal love and symbol of is symbolic of how special they are and their sovereignty over their new
a lifetime of commitment. life.” From its humble beginnings in a small rented space, CrownRing
has been known as an innovator in the industry. In 2002, CrownRing
Founded in 1999 by long-time friends Thierry Bellisha and Haimy Mann, was one of the first companies in Canada to manufacture a complete
CrownRing set out with the vision of becoming synonymous with bridal collection of wedding bands in titanium, a less expensive and lightweight
jewellery. Initially specializing in wedding rings – its first line included alternative to gold and platinum, yet extremely long wearing. Rings
more than 400 different designs – CrownRing has since launched other fashioned in other alternative metals, including stainless steel, palladium
matrimonial-related collections, all of which celebrate the most special and tungsten carbide, soon followed-suit and today CrownRing is among
moments in life – engagements, weddings and anniversaries. a handful of companies in North America that offer each ring style in
a variety of metals. This is good news for retailers as more and more
“Our goal all along has been to master the bridal [jewellery industry] customers are looking for affordable alternatives to gold and platinum
and be the best in what we do,” says Bellisha. A third generation due to the recent meteoric rise in precious metal prices.
goldsmith, Bellisha became ensconced in the jewellery industry at
a young age. Fondly recalling peering over his father’s shoulder and “With the bad economy last year, there are unfortunately couples that
watching wide-eyed as his dad forged a piece of metal, Bellisha readily don’t have the budget for fancier and more expensive wedding rings, so
admits he has always been “gifted with his hands.” However, it wasn’t offering rings in alternative metals is huge right now,” notes Bellisha,
until he graduated high school, where he first met Mann, and enrolled recognizing CrownRing could not meet this increased demand if it wasn’t
in the gemologist graduate program at the Gemological Institute of for its advanced machinery, which can stand up to these exceptionally
America (GIA) in New York City to hone his craft that he realized the durable metals. “Unlike gold, for example, which is soft and workable,
full potential of this special talent. you can’t weld, grind or pierce a hole in titanium to put a diamond in
it. In fact, titanium and the like are so hard they can wear down regular
Several years later, upon returning to his hometown of Montreal, Bellisha jewellery-making tools very quickly.”
approached Mann about opening a jewellery business. Combining their
respective skills – Mann’s being his astute business acumen – with both Though CrownRing didn’t initially purchase new high-tech equipment
of their keen sense of style, CrownRing was born. for the purposes of producing alternative metal rings, the investment has
gone a long way to growing this side of the business, among others. So,
But why the name ‘CrownRing?’ “We believe the day a couple gets what was the reason? “It offers our retailers and customers a consistency
married they are the king and queen of their world,” explains Bellisha. of design, weight and look that a person cannot guarantee.”
062-063.CJ_Company_re.indd 60 4/6/10 10:02:28 AM

companyprofile
CrownRing’s Booth
at JCK Las Vegas.
Carlex Collection.
For these reasons, Bellisha and Mann took what many in the jewellery a man wears with confidence is a wrist watch,” explains Bellisha.
industry would consider a risky move and, in 2004, bought CrownRing’s Since rolling out the collection two years ago, Carlex has garnered
first piece of robotized equipment – now one of now five. Each valued at much attention both nationally and internationally. Today, more
$750,000, the specialized machines are computer programmable and use than 100 dealers in Canada and the U.S. sell the line; however,
the latest software to do everything from execute an entire collection to cut CrownRing’s goal is to have the product in 250 of the 500 retail stores
and polish an individual piece of jewellery. The operator simply chooses that carry the company’s jewellery by 2012. To do so, CrownRing has
the manufacturing task and the “robot” automatically performs it. taken an aggressive marketing strategy, securing booth space alongside
This has increased the speed, efficiency and precision with which the largest jewellery designers and branded companies in the U.S. at the
CrownRing makes its jewellery. industry’s pre-eminent trade show, JCK Las Vegas.
“If a customer needs something in 24 hours we can do it,” says Bellisha. “We want to be regarded as one of the big boys,” says Bellisha. As
“Our machinery allows us to offer quick service, while keeping the such, CrownRing is looking at opening a distribution centre overseas.
quality and consistency in the product.” CrownRing’s state-of-the-art Currently, France is the only country in Europe that carries CrownRing
equipment has also minimized margins of error and rendered certain jewellery. The majority of its products are sold in the U.S., Mexico
jobs like jewellery cutters, goldsmiths and engravers unnecessary. and Canada, which remains the company’s home base. But while still
headquartered in Montreal, CrownRing has since traded its first abode
“While some might disagree, jewellery can be made completely through for a 16,000-square-foot factory in the heart of the city to better serve its
technology today,” professes Bellisha. “At least that’s one of the main wide range of retailers.
reasons we’re having so much success.” Others include the company’s
design expertise, unwavering devotion to excellence and the unsurpassed “Because we only make bridal jewellery, we are obliged to sell to all types
mastery invested into every one of its collections. Take its renowned of jewellers, from ‘mom and pop’ stores that cater to clientele to mid- to
Romeo and Juliet series of engravable wedding rings, wherein each ring is high-end jewellers,” says Bellisha, adding the company’s customer
customized to include the recipient’s name and birth stone, or CrownRing’s service is “second to none.”
newest and most readily identifiable collection, Carlex. Launched in 2008,
the exclusive ring line for men is fashioned after the watches of leading With a small staff of 40, CrownRing has created a business-to-business
designers, Cartier and Rolex. Paying homage to these two iconic labels, website to better serve its clientele. All of its retailers receive private,
the name ‘Carlex’ is also an amalgamation of the two luxury brands. secure access to the site where they can view product, check orders or
even ask an urgent question and get an answer in real time. “Just like
“We wanted to create a really sleek wedding ring for men, who are our machinery, our website quickens service without reducing quality –
90 per cent of our customers, and I realized the one piece of jewellery both vital to our way of doing business.” [CJ]
062-063.CJ_Company_re.indd 61 4/6/10 10:02:42 AM

Handy Work Technology tool-kit tunes up retail marketing.
BY A MBER K LAEHN
I
n today’s marketplace, not only is the strategic use of technology a It’s worth having a website audit to ensure that it best represents you and
marketing-must, it is a key element in boosting sales and market your products. The look should be clean and the language clear. If people
presence. don’t like your website they will look somewhere else. Your site should
say who you are and what you offer, and should give people a reason to
The basic tools in the kit are your website, POS system and email. look further.
While most retailers utilize these technologies, optimization depends
on a complementary strategy where one tool enhances the other: Be generous with information. For example, posting educational
and keeping information current and rigorous oversight of data entry information such as detail on diamond clarity, colour and cut, is a value-
and usage are also crucial. added service to clients that can establish you as the go-to expert.
The idea of embracing technology for marketing purposes is one whose Keep your website current. It’s important to update it at least weekly as
time has come. In the past, you could run a marketing campaign and it fresh content keeps clients coming back. The freshness also reflects your
would bring clients into your store. That is no longer the case. Buying attention to detail as a service provider. Relevant new information also
habits have changed and retailers need to keep pace. These days, a helps with search engine optimization and can help increase Google
marketing campaign drives people to your website. page ranking.
That brings me to point number one: your website is your most important Just as you polish your inventory to show it to its best advantage, you
calling card. In many cases, it makes the first impression. And so it should should ensure that the visuals on your website shine as well. If you
meet some basic guidelines. To begin with, your website should reflect your are going to showcase your inventory in an online catalogue, be sure
brand. As we are in a personalized and high-touch business, the jewellery that the images are of exceptional quality and enhance the beauty of
retailer’s website should help people make a connection with you. the jewellery.
064-065.CJ_Tech_re.indd 62 4/6/10 10:16:23 AM

techfeature
“possibilities
The ability to easily update your own website opens up a world of
in terms of targeted marketing.
”
In order to update information and add images of inventory, it’s personalize and tailor marketing messages, which ultimately makes
important to have web architecture that allows you to easily add the your marketing efforts more effective.
content on your own. The ability to easily update your own website
opens up a world of possibilities in terms of targeted marketing. The data you collect through your POS system helps you to meet the
number one rule of emails: make them relevant to the receiver. People
This is where the complementary use of technologies comes in. In open email that is relevant to them. Excellent customer service dictates
previous articles I have talked about the importance of POS systems that you never send email blasts. Email blasts are impersonal, viewed as
and collecting client information. A well-utilized POS enables you to junk mail and can alienate your client base.
create client profiles that provide a rich resource of data that you can
mine for targeted marketing. This brings me to the elegant and highly personalized way in which POS,
email and website link together.
I can’t stress enough that the quality and success of your marketing
initiatives depends on the quality of information that you collect. It The POS captures the client information that enables targeted marketing
is important to teach your staff to gather the information you need. with personalized and relevant emails. The emails drive the client to the
Beginning with the end in mind, you can make staff aware of upcoming website which provides more relevant information that is specifically
marketing events so they can be qualifying clients by asking the right tailored to the client’s interests and needs.
questions and pre-building a mailing list that is campaign-specific.
There's one more tool you might add to your kit – and that's measure.
The software makes it simple: to launch a targeted marketing campaign Technology enables easy and immediate tracking of the effectiveness of
you can search your database using pre-set client attributes. For example, your marketing campaigns when you build in promotions. [CJ]
you might run a campaign based on hobbies or a wish list. Your database
search-result can inform your marketing strategy in a number of ways, Amber Klaehn has been actively involved in both the jewellery and
including how worthwhile a campaign might be, by showing you how technology industries since 1998, consulting jewellery retailers on their
many clients fall into the same interest categories. It also allows you to store operations and helping them successfully implement technology.
064-065.CJ_Tech_re.indd 63 4/6/10 10:16:39 AM

crimereport
New
Directions B y Janet Nimmons, JVC P resident 2010-2012
On February 23, 2010, Jewellers Vigilance Canada welcomed a new president, Janet Nimmons, for a two-year term. Janet joined JVC as a Director in
2002 when she was Managing Director/General Manager of Fossil Canada. Her position with Fossil made her acutely aware of the power of branded
products and the necessity to protect intellectual property (IP) and the integrity of brands in the marketplace. Janet has just taken on a new challenge in
2010 with her appointment as VP Canada and The Americas for the Sequel Organization responsible for branded products Guess and Gc watches. As
JVC's President, Janet has made IP concerns a focus of her JVC Presidency. Welcome Janet! — Phyllis Richard, Executive Director, JVC.
It is clear that Canadian consumers need to be educated about counterfeit In CACN’s 2007 Report on Counterfeiting and Piracy in Canada: A Road
products – not only about potential health and safety risks, but also the real Map For Change, the organized crime link is summed up in these words:
link to organized crime. For JVC this is a double-edged sword; counterfeit “Law enforcement agencies around the world have identified a clear link
watches sold in Canada are undermining legitimate brand sales, and between counterfeiting and organized crime. The RCMP has pointed to
organized crime is once again using our industry’s products as a way to organized crime as a primary actor in counterfeiting activities in Canada,
keep their coffers full. The same crime organizations producing counterfeit while Interpol has found that the profits from selling counterfeit goods
pharmaceuticals or electrical cords may also be manufacturing Rolex or are being used to finance international criminal organizations and
Gucci watches. There is low risk and high profit margin for criminals global terrorism. In its 2006 annual report, the Criminal Intelligence
especially here in Canada with our weak Intellectual Property laws. Service of Canada noted, that’s across the country, multiple criminal
groups are involved in the manufacturing, importation and distribution
The results from a Pollara survey conducted in 2007 for the Canadian of counterfeit products.”
Anti-Counterfeiting Network (CACN) of which JVC is a member,
show some distressing information about Canadian consumers and Andrea Hopson, Vice President of Tiffany and Co. Canada, says,
counterfeit products. “Tiffany has an active program to prevent counterfeiting and trademark
infringement. We are committed to anti-counterfeiting activities in
• Two-fifths of Canadians acknowledge purchasing counterfeit goods. Canada and particularly committed to cooperating with the RCMP and
28 per cent admitted knowing the products were counterfeit while Customs to curb counterfeiting activity in and outside of Canada. The
12 per cent found out later. Tiffany name is a symbol of the highest quality and finest design and
• Just 13 per cent of Americans purchased, copied or downloaded the company is committed to maintaining its reputation and protecting
imitation or counterfeit products. its loyal customer base from such duplicity.”
• Among the respondents who had purchased counterfeit goods, the
two most common items were clothing (41 per cent) and watches So, what can we do? First, show support for volunteer organizations
(28 per cent). such as CACN and JVC in our collective effort to get the Canadian
• W hen Canadians are informed that the proceeds of counterfeiting government to strengthen legislation prohibiting the importation of
go to organized crime, 86 per cent say they are less likely to buy counterfeit goods, provide Canada Border Services (CBSA) with the
counterfeit products. authority and the tools to target, detain, seize and destroy counterfeit
• About 90 per cent of Canadians polled completely or somewhat agree products and coordinate efforts with the RCMP as well as implement
that people are more likely to buy or sell counterfeit products because sufficiently high fines for the importation and exportation of these
there is little chance of getting caught. products. Let’s start educating those family and friends around us that
• Canadians have a low awareness of the counterfeiting of everyday the selling and purchasing of a counterfeit watch or designer jewellery
products that may pose fire, explosion or health risks. is not a victimless crime but one that lines the pockets of organized
• The survey confirmed that counterfeit products displace legitimate criminals. We need to change their mindset about what counterfeiting
commerce. does to our society and our safety, not to mention our businesses. [CJ]
064.CJ_JVC_re1.indd 64 4/6/10 9:51:46 AM

cjAprMay10_ReedEx_JCKluxury_Ad.indd 1 4/6/10 3:46:54 PM

Publicity in a
Changing Market
Times are changing, and marketing

is following suit. How to reach out to
your customers.
B y N orma M eneguzzi S pall
W
hile Canada fared better than most countries during the
global economic turmoil, there is one thing that is certain:
times are ‘a-changing.’ What worked as a marketing
strategy before may not necessarily work now, and the same can be
said about what customers want. So where does that leave jewellery
retailers?
Rather than look at changing times with doom and gloom, see them
as an opportunity for growth, a chance to clear out what is no longer
working and a time to innovate and rejuvenate. It’s also a time to get
clear about your store’s brand and image.
Knowing what to change about your store’s brand or in your current

marketing mix does require some soul searching but the results will
be worth it. And always keep in mind as you go through the process:
Tough times never last, but tough, resourceful, and adaptable jewellery
retailers do.
070-071.CJ_MarketingTips_re.indd 66 4/6/10 10:06:02 AM

marketingfeature
Here are 10 tips jewellery retailers can consider when reviewing their have always advised to keep marketing efforts consistent through
brand and current marketing efforts in order to prepare for the coming changing times. Those who retrench lose ground when the economy
turnaround. turns around, while those who continue to spend on advertising and
1
promotions find they are in a better place.
6
Re-acquaint Yourself With Who You Are
When conditions are changing rapidly and sales are down, it is easy Let Customers Know You Appreciate Them
to lose sight of your core attributes. In other words, what do you stand Expressing gratitude pays off. And it can be as simple as a thank-you call
for? What makes your store, service and product offering different than to a customer who purchased a ring from you or presenting a soon-to-
your competitors? Why are you in the jewellery retail business? Answer be bride and groom with a photo album in which you have included a
these questions honestly, for they will help you to reconnect with your photo of them in your store picking up their wedding bands. Send your
vision and purpose. Your vision and purpose is what your store’s brand customers birthday and anniversary cards, email them on regular basis,
identity is based on. or invite them into your store for a private viewing of a new collection of
2
jewellery. Interacting with them as often as you can helps build customer
Strengthen Your Brand loyalty and appreciation.
7
Once you are clear about your reason for being, the easier it will be to
determine your brand. And if you have already developed your brand, Become Social Media Savvy
going through the clarity process will enable you to strengthen it and The Internet has revolutionized the way people communicate and
make it more effective A strong brand not only stands out, it helps how companies market. New social media such as Facebook, Twitter,
distinguish your store from a competitor’s, thereby informing the blogging, websites, and e-newsletters provide low-cost communications
customer as to what they can expect when they shop at your store. tools that jewellery retailers can easily adopt into their marketing mix.
Ensure your store’s ambience, decor, merchandise mix, staffing, and For example, by setting up a Facebook page for your store, you can
customer service are consistent with your brand. If they aren’t, then reach out to current and new customers, letting them know about a new
address what needs fixing. collection of jewellery currently being showcased at your store or by
3
providing gift ideas at key gift-giving times such as Christmas, Mother’s
Know Thy Customer Day, Valentine’s Day and anniversaries.
8
Keeping abreast of, and understanding your customers’ changing
preferences is essential to maintaining and winning new business, Express Your Generous Self
especially during these changing times. Spend some time getting to Giving back to your community or a cause that you believe in is
know the people who walk through your door and what emotionally an excellent way to build your profile and reach out to potential new
drives them to purchase. Notice whether your customer demographic customers. Look at charity involvement as a form of networking and
is changing. Are younger people shopping at your store or is the reverse getting your brand out there. Work with your favourite charity
true? Are they more affluent? Are their tastes changing? This knowledge in holding a special event or in-store promotion where a percentage of
will help you develop an effective marketing approach as well as make sales over a set period of time are donated to the charity. Or, consider
changes to aspects of your brand such as your product offering, pricing, donating a piece of jewellery to a silent auction or as a door prize to a
staff training or services, so that they are in better alignment with your special event.
9
customers’ preferences.
4
Let the Media Know What You Are Doing
Resist The Temptation to Discount Keep the media informed of new jewellery collections, special events or
Avoid discounting your price tempting as it may be when the news is awards that you have won. You may not receive immediate coverage but
doom and gloom and you worry about your next sale. This will only they will get to know you, and the next time they require a spokesperson,
tarnish your product and your image, and as a jewellery retailer, these you stand a better chance of being top of mind. To assist you, you may
are your stock in trade. Instead, consider lowering your prices to make want to consider hiring a publicist, who can help you develop press
them more affordable and to generate goodwill. releases that are in keeping with your image.
5 Promote, Promote, Promote and Promote Some More

What happens when you don’t promote. The answer is simple. Nothing.
Promotion is the foundation of every successful business and as a
jewellery retailer, it is important that you continually look for ways to
10
Focus on What Can Be and Not On What Was
Rather than lamenting things that are not what they used to be, pay
attention to what is changing and how you can take advantage of new
developments. Change is constant and the need to adapt your marketing
promote your store and expand your customer base. Marketing pundits approach accordingly is vital to retail success. [CJ]
070-071.CJ_MarketingTips_re.indd 67 4/6/10 10:06:32 AM

Love Never Dies
Bridal fashions may come and go, but wedding jewellery is a retail mainstay.
BY SARAH B. HOOD
F
or better or for worse, for richer or for poorer – even in a poor (16 per cent), with platinum third (14 per cent), but some trend watchers
economy, North American couples are reluctant to scrimp on see rose gold gaining ground in Canada, which is seeing much of the
their wedding day. In February 2010, The Knot Inc., which owns same trends mirrored across the board.
TheKnot.com and WeddingChannel.com, released its annual Real
Weddings Survey of over 21,000 couples married in the U.S. in 2009. JCK also found that 91 per cent of U.S. wedding band purchases cost
About one third of the surveyed brides reported that the economy had less than $2,500, and that only 31 per cent of U.S. couples bought the
affected their wedding plans; however, the average wedding budget wedding band at the same time as the engagement ring. White gold
decreased by less than five per cent from the previous year. was featured in 45 per cent of wedding bands, followed by yellow gold
(16 per cent), titanium (nine per cent), platinum (six per cent) and
In Canada, couples planning to marry in 2009 expected to spend on palladium (four per cent). The Weddingbells survey did not ask
average 1.24 per cent more than in 2008, according to Weddingbells about engagement rings, but it found that the average Canadian couple
magazine’s Annual Reader Survey 2009, which surveyed 1,334 engaged planned to spend $1,557 on wedding bands in 2009.
women about their wedding plans in January and February 2009.
Some spend more, however. “It still stuns me to no end that we just sold a
The 2010 Weddingbells survey won’t be available until mid-May, but men’s platinum band for $2,500,” says Judy Richards, owner of Davidson’s
“as far as we can get our finger on the pulse, they’re not looking at Jewellers in Ottawa. “In general, the man’s band is somewhere in the
spending a lot less than they would have before the recession,” says $700 to $800 range and the woman’s is there or in the $1,000 range.”
Alison McGill, Editor-in-Chief of Weddingbells.
The average age of a bride in Canada is 29.5 years old, which means that
In January 2010, JCK released its 2009 Bridal Jewelry Survey, for which the generation known as Millennials, or Generation Y, or Echo Boomers
it consulted nearly 100 U.S. retailers in October and November 2009. (the children of the Baby Boomers), is beginning to make its stamp on
It showed that 65 per cent of engagement rings in the U.S. that year fell the wedding industry. Born between about 1975 and 2000, Millennials
within the $2,501 to $7,500 price point, with 16 per cent under $2,500 tend to be traditional in their tastes, but also individualistic.
and 14 per cent between $7,501 and $15,000. Similarly, the Real Weddings
Survey found that the average price of an American bride’s engagement “People want to have a personal celebration,” says McGill, “so what
ring in 2009 was $5,847. a traditional wedding looked like 25 years ago may not be what a
traditional wedding looks like now. They want it to be fun, hip, unique.”
White gold with a round white diamond is still very much the favourite In one manifestation of this trend, the Weddingbells survey found that
choice for engagement rings, with princess-cut stones in second place. “over 29 per cent of brides incorporate a wedding logo or monogram
The JCK survey found that yellow gold was second choice in the U.S. into their wedding day details.”
068-070.CJ_Bridal_re2.indd 68 4/6/10 10:13:10 AM

bridalfeature

bridalfeature
Some couples are choosing more modest a white and yellow gold mix or ceramic.
weddings for ethical reasons, and some Some men are picking out cufflinks to
women are choosing to wear only one ring match the ring.
instead of two. “There doesn’t have to be
two rings. There’s a notion that one does “We’re having a lot of requests now for
all, and a lot of brides like that,” McGill tungsten,” says Richards. “These metals
says, noting that stylish pop music icon are used in sports equipment, so the
Gwen Stefani wears only one ring. men recognize them. Unfortunately,
it’s a lower price point, so we also tell
“We’ve done a lot of that,” says Richards. them that we can’t size them; when the
“For the past seven or eight years, women finger size changes, there is an exchange
on their second time around, or in an program.”
older age category, are doing the wider
single ring.” “Men are more interested in what their
ring will look like,” says McGill. “There
On his website, Canadian environmentalist has been an idea that wedding rings
David Suzuki encourages couples to divert were his-and-hers, but they don’t have
money from wedding jewellery towards to match. Some men even like more
a down payment on a home, and even embellishment, like a small diamond on
suggests they consider tying the knot with a platinum band. Engraving inside the
wooden wedding rings! wedding band is still really popular.”
“I wouldn’t say it’s huge, but it’s definitely With a growing tendency towards
out there,” says McGill. “People who wedding dresses that are not white, there
embrace the eco-lifestyle are going to can be more variety in the colour of
have an eco-wedding.” For jewellers, this wedding-day jewellery. Pearls or coloured
still presents numerous opportunities. gemstones may be chosen to go with the
For instance, while the environmentally- gown, but worn afterwards as well.
conscious bride may be enthusiastic about exploring less costly antique
jewellery or the possibility of resetting an heirloom stone; she may also Hair jewellery is especially popular right now, and vintage-inspired
be interested in commissioning a more extravagant custom piece made brooches have become key pieces, whether worn in the hair, on the dress
from “recycled” gold or unusual stones. or on the bouquet. “Michelle Obama, of course, brought the brooch back,”
says McGill. “We love that vintagy feel; it’s a really versatile look.”
Many couples are even willing to pay a premium for a “green” wedding.
This is nowhere truer than with the choice of a diamond that is perceived Jewellery is still a popular gift for bridesmaids. “It’s a nice thing to give;
as ethical. In the national capital region, “we’ve had to switch pretty much it’s one thing they don’t have to buy for the wedding day,” says McGill. The
our entire engagement ring inventory over to Canadian diamonds,” JCK survey reveals that pearls are top picks among jewellery gifts for
says Richards. It’s a real thing here in Ottawa. And we also offer the bridesmaids (44 per cent), followed by sterling silver (26 per cent) and
Corona program – not only Canadian diamonds, but Canadian gold. coloured stones (17 per cent).
Not enough people know about it to ask for it, but when we present it
they’re really excited.” While many will research online, they will likely to buy from a bricks-
and-mortar location; however, a strong web presence and an informative
Men are taking more of an interest in wedding bands, and alternative website can be the gateways to attract web-savvy couples to the store.
metals have been growing in popularity – from sterling silver to This will become a more important component of overall sales strategy
titanium, tungsten, stainless steel and even ceramic. The JCK survey over the next few years as the economy recovers and the demographic
found that 15 per cent of 2009 wedding bands were tungsten carbide, bulge of the Echo Boom generation has its chance to say “I do.” [CJ]

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showcase
A D V E R T I S I N G
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321 battery................................. .37¢ 379 battery................................. .31¢

357 battery................................. .91¢ 379 BT ....................................... .27¢
364 battery................................. .25¢ 394 battery................................. .43¢
364 BT ....................................... .22¢ 395 battery ................................ .31¢
371 battery................................. .31¢ CR 2016 .................................... .32¢
377 battery................................. .25¢ CR 2025 .................................... .32¢
377 BT ....................................... .22¢ CR 2032 .................................... .32¢
AUTHORIZED RENATA SWISS/SWATCH GROUP DISTRIBUTOR FOR CANADA

SERVING WATCHMAKERS AND JEWELLERS FOR 75 YEARS
1255 Phillips Square, Ste 507, Montreal, QC, H3B 3G1, Canada
Tel: (514) 845-4252 Toll Free: (877) 845-4252 Fax: (514) 845-8707 Toll Free Fax: (877) 888-8707
alphajewlrs@bellnet.ca
xxx-xxx.CJ_Showcase-Market_April.indd 72 4/6/10 10:49:32 AM

showcase
Luxury Care Since 1895

The brand we trust ...
For over 100 years, Hagerty
has been associated with a
tradition of excellence.
Today, Hagerty is a leader
in the care of jewellery,
silverware and precious
metal objects.
Hagerty Distributors
H&W Perrin Burney Giftware
416-422-4600 416-736-9990
Reliable Watch Supplies Prestige Pak Habsons Jewellers Supply
514-866-1095 514-387-8888 604-708-9700
Your Headquarters For All Rolex

Aftermarket Accessories
00
27
We Also Stock t$
5c
1.8
Date, Mid-size, 8K
To
51 ne
And No Date 51 To
RM
PD o
RL Tw
p
Diamond
PD
00
$4
50
Qu
Bezels. SS
0
K/
18
Fits Sub 18 e
KY
n
12
al
0 To
$2
& GMT J2 wo
RL 5T
85
iT
18KY - $325 2
0
$4
y
SS - $100 SS
K/
18
•l
Inserts 0 25
HOT O3
$25
RM
RL
o
SELLER
J1
w
01
es
0
SS
MBDB5015 K/
SS
T
$1
18 e
1.40CT - 18K
00
2 Ton
pr
0 0
VS2-S11 J1 Two
LCDB5025 RM 75
ic
$750 $5
1CT - 18K
e
VS2-S11
•o
$515
LCDB5050
v
1.50CT - 14K 5R
er
05
VS2-S11 O4 S
MCDB5020 RM K/S Gold
ni
MCDB5080 $735 8
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1.30CT - 18K
gh
Ro 00
VS2-S11 3CT - 14K $6
T
$675 VS2-S11
De
Machine $1350
HOT LBDB5015
li
Set SELLER 1CT - 18K

ve
We Stock Many VS2-S11

ry
$550
Different Styles And
Sizes Of Aftermarket
MBDB5000
1CT - 18K
Watchbands, LCDB5070
VS2-S11 Including 2CT - 14K
VS2-S11
$560 SS, Two LDBD5005 $935
Tone, 14K
Machine .70CT - 18K
VS2-S11 F.S. Enterprise is Not
Set
And 18k All
Affiliated with Rolex
$415 Watch, U.S.A., Inc.
Rolex is a Registered
Gold Watchbands.
Price based on
$1000-$1100 Gold Trademark of Rolex,
U.S.A., Inc.
F.S. ENTERPRISE
www.fsenterprise.com 888.699.8947
1059Findco_DZ 1 3/16/10 1:49:00 PM w w w. c a n a d i a n j e w e l l e r. c o m APRIL/MAY 2010 CJ 73

showcase
pure beauty
has a name...
Exclusively available in Canada through

J.W. HISTED DIAMONDS LTD.
Vancouver, B.C.
1-800-663-1458
Online inventory
www.jwdiamonds.ca
All NORDIC FIRE Diamonds are GIA Certified for accurate grading.
JAPANESE AND CHINESE WATCH MOVEMENTS

Here are some of our everyday prices:
Myota 2035...................... $2.50 each Hattori VD57........................... $17.95
Myota 2035 (dozen) ............ $2.20 each Hattori VX10 ............................. $5.45
Myota 0S10 ........................... $19.95 Hattori VX 43 ............................ $5.50
Myota 0S80............................ $27.95 Hattori VX51 ............................. $3.95
Myota 6M12............................. $5.75 Hattori PC 21............................ $2.40
Seiko 1N00 ............................ $14.95 CHINA DG2813........................ $13.95

Seiko 1N01 ............................ $17.95 CHINA ST6D3KS...................... $12.95
Seiko 7009 (automatic) ................ $45.95 (over 69 different chinese movements in stock)
Lorus V810............................. $12.75

Lorus V811 ............................ $12.75
Established 1935
SERVING CANADIAN JEWELLERS AND WATCHMAKERS FOR 75 YEARS
1255 Phillips Square, Ste 507, Montreal, QC, H3B 3G1, Canada
Tel: (514) 845-4252 Toll Free: (877) 845-4252 Fax: (514) 845-8707 Toll Free Fax: (877) 888-8707
alphajewlrs@bellnet.ca

showcase
SOLUTIONS
OUR SERVICES ARE YOUR
STORE CLOSING SALES • CONSOLIDATION SALES

RETIREMENT STRATEGIES • PROMOTIONAL EVENTS
BUY & SELL MERCHANDISE
For a Free & Confidential Consultation

Call Lawrence Skoworodko
Toll Free: 888-955-1069 • Local: 306-955-1069
303-165 3rd Ave South • Saskatoon, SK • S7K 1M3
MCD Showcase:Layout 1 2/25/09 10:34 AM Page 1
IN JEWELLERY REPAIR
YOUR
NAME E N V E L O P E
LOWEST PRICES
1
DESIGN
N O I N
TO YOUR
OWN
WISHES C A N � A D A
ALL
PRINTING
1 - 800 661- 4410
MCD Pearl Imports STEPS F A X : 1 - 4 5 0 6 6 1 - 4 9 9 9
A selection of pearl strands, loose pearls
INCLUDED s t u d i o - p u b l i c i t y . c o m
and pearl jewellery.
27 Queen St. E., Suite 703 Toronto, ON M5C 2M6

T (416) 368-2690 • F (416) 368 2426
Email info@mcdpearls.com

showcase
STEWART’S HOROLOGY
REPAIR & RESTORATION
• QUALITY service & attention to detail
• 5 highly qualified technicians
• Large inventory of parts & access to all major supply houses
• Repairs to fine watches, quartz & mechanical
• Restoration of pocket watches
1515 Portage Avenue, Winnipeg, MB R3G 0W7, Canada

Tel: (204) 789-9620 Email: stewbnz1@mts.net
marketplace
Sam Salehi
President
Dynamic Gems Group Inc

Wholesale Diamonds and Jewellery
27 Queen Street East #806 Toronto, Ontario, M5C 2M6
Tel: (416) 777 0010 • (416) 306 0705
Fax: (416) 777 0021 • Cell: (416) 566 5579
Email: ssalehi@cogeco.ca
76 CJ A PDynamic
R I L / M A YGems.indd
2010 1 w w w. c a n a d i a n j e w e l l e r. c o m 2/8/10 11:36:00 AM

marketplace
Actual size 3.9" by 2.0"

For more information on how to advertise in the classified section of Canadian Jeweller magazine please contact: Lucy Holden Toll free 888-358-8186 ext. 6117 or e-mail lucy@rivegauchemedia.com.
EXPRESS GOLD REFINING LTD.

PRECIOUS METALS DEALER
Refine-All Metals Ltd. ASSAYING • REFINING •
Refining - Assaying - Trading • NO MINIMUM LOTS OR MINIMUM CHARGES
Precious metal specialists and refiners of gold and platinum jewellery scrap
• 4TH GENERATION EXPERIENCE
Check for our refining specials and on line prices IN PRECIOUS METALS TRADE
At: www.refinegold.ca LET US EARN YOUR TRUST

and www.goldrefiner.ca Web: www.xau.ca
Tel: (416) 363-0584 • Fax: (416) 363-9633 • Toll Free: 1-888-401-1111
Let Us Earn Your Confidence-Call Us Before You Refine 21 Dundas Square, Suite 401, Toronto, ON M5B 1B7 Email:
info@xau.ca
Tel: (416)7366052 Fax:(416)7364334 Toll Free:1-800-785-2371
359 Canarctic Drive,Downsview, Ontario, M3J 2P9
Web:www.refinegold.ca E-mail: info@refineallmetals.com
Insurance for Customers Jewellery
CNC Gold Refining Inc

Dealers and refiners of Precious Metal Scrap
9999
While You Wait-Immediate Settlements
Check our State of the art Jewellery Alloys 1/29/10 3:14:36 PM
GOLD DEPOT
Check Our Site for the Up-to-Date Buy and Sale Prices
PLATINUM CASTING GRAIN, IRIDIUM, RUTHENIUM
At: www.goldrefining.ca
Let Us EarnYour Confidence. Call us Before You Refine Available for Immediate Delivery
All Precious Metals Bought, Traded and Refined
21 Dundas Sqaure, Suite 311, Toronto, Ontario, M5B 1B7
Tel: 416-642 3600 Fax:416-642 3500 Toll Free: 877-465 3497 Call our Hotline for Prices: 416-366-GOLD (4653)
E-mail:info@goldrefining.ca Web: www.goldrefining.ca Tel: 416-366-6031 and 416-366-8193 • Fax: 416-366-3499
27 Queen Street East, Suite 901, Toronto, Ontario

marketplace
yout 1 12/10/08 6:52 PM Page 1
/23/09 7:00 PM Page 1
Lacy & Company Ltd. Established 1927
Quality tools for Quality Results ~ The Complete Jewellers Supply House
Agent for Neutec Laser Welders ~ Casting Systems, Umarq Engravers, Durston,
The Diamonds You Need.
Elma, European Hand Tools, Busch Burs, Castaldo, Kerr, Foredom, Grobet USA In Stock. Overnight.
Ask about the Jewellers Advantage !
416-365-1375 1-800-387-4466 sales@ lacytools.ca
55 QUEEN STREET, EAST, TORONTO, ONTARIO
MONDAY - FRIDAY 9:00 AM TO 5:30 PM
WALK-IN SHOWROOM
We carry finely cut diamonds ranging
Shop On-Line www.lacytools.ca
from .01 ct to 3.00 ct in a variety of
shapes including round brilliant,
princess, radiant, ascher, emerald, heart,
LaLa Diamond Cutting & Repairs Inc. pear, marquise and oval.
Included in our inventory are CANADIAN diamonds.
• Cutters of Rough Diamonds Selection, Service and Value

• Old Mine Cuts and Repairs to All Shapes a family tradition since 1955
• Buy Diamond Roughs and Broken Diamonds
www.wmolldiamonds.com
Phone 416.364.9748 • Toll Free 1.800.361.8894 • Fax 416.364.9738
21 Dundas Square, Suite 805 21 Dundas Square, Suite 1403 • Toronto, Ontario M5B 1B7
Toronto, Ontario M5B 1B7
Tel/Fax: (416) 368-6883
email: lala.diamond@hotmail.com
H & W PERRIN Co. Ltd

Canada’s Leading Supplier of Watch & Clock Materials
PERRINS’ stocks a complete range of findings and settings for the jeweller and a
deep stock of materials for the clock & watchmakers
We inventory a large selection of tools, equipment & supplies for all the trades.
A long standing tradition of service since 1929.
If you aren’t doing business with us, you’re doing it the hard way!
PHONE: (416) 422-4600 . . . . . .Toll Free 1-800-387-5117
FAX: (416) 422-0290 . . . . . .Toll Free 1-800-741-6139
� sales@perrin.on.ca
Revolution.
Introducing the new canadianjeweller.com
It’s all about you.
Read current and past issues online. Listen to articles and podcasts.
Find it on our 50,000 item Buyers Guide. Discuss & debate
on our Forums. Source & Share in our retailer-only space.
Get published.

marketplace
ALL UNDER
Calling
!
FAMILY RING CATALOGUE
COMING SOON
PRODUCTS YOU WILL FIND ONE ROOF

all Canadian
STONES JEWELLERY/FINDINGS/TOOLS/DISPLAYS
FOIL BACKS
SYNTHETICS
GENUINES
WEDDING BANDS
MOUNTS
TENNIS MOUNTS
IMPERIAL Jewellery Retailers...
MARCASITES RINGS
PEARLS/SEED PEARLS CHARMS
BEADS/BEAD STRANDS BRACELETS/BANGLES
ROSE CUT GARNETS 10K, 14K, 18K, PLATINUM &
CONCAVE CUT MYSTIC TOPAZ STERLING SILVER JEWELLERY
ONYX/TIGER EYE CHAINS
RUBIES/SAPPHIRES/EMERALDS ITALIAN JEWELLERY You’ve probably noticed a change in Canadian
PERIDOT/BLUE TOPAZ FINDINGS/METAL FINDINGS
CAMEOS TITANIUM/TUNGSTEN & Jeweller covers the past few issues, as they’ve featured
SWAROVSKI & SIGNITY STONES STAINLESS STEEL JEWELLERY
8 HEART CZ/9 HEART CZ NEW JEWELLERS TOOLS CHECK
ONLIN
some of the top retailers in the industry. We’re always looking for
E
AND MORE... AND MORE...
new businesses to shine a spotlight on, so if you’re interested, we’d
ROYAL CHAIN
SERVICES WE OFFER YRAM

ENGRAVING OF GOLD, METALS AND GLASS
love to hear from you.
Krohn
Happy
Birthday
PHOTO ENGRAVING Industries, Inc.
LASER SOLDERING
Cohler Enterprises, Inc.
RESTRINGING
WATCH GLASS CUTTING NEW
To have your store grace the cover of an upcoming CJ, and to
expose your business to a whole new audience, make sure to send
NEW
NEW ARRIVAL
an email request to paul@rivegauchemedia.com
JEWELLERY BOXES & DISPLAYS, WATCH STRAPS, RECLOSEABLE POLY BAGS
Est.
1879
classified
GBA marketing class.:Layout 1 3/24/09 2:35 PM Page 1
For more information on how to advertise in this section of Canadian Jeweller magazine please
contact: Lucy Holden 514-381-5196, lucy@rivegauchemedia.com.
canadian jeweller
magazine
Jewellery Model-Maker/ Goldsmith OWN YOUR OWN

Jewellery model-maker/goldsmith with extensive RECESSION RESISTANT
European and Canadian experience and ability to
design/redesign is interested in a full-time job in the FRANCHISE!
Canadian Jeweller Showcase & Marketplace Greater Toronto Area.
Please email at: mancrafts@ymail.com World’s Largest Jewellery
and Watch Repair
Franchise is Looking to
If You’re Reading It,

SALES REPS REQUIRED Expand in a Mall Near You.
ONE FOR BC TERRITORY, ONE FOR SASKATCHEWAN AND MANITOBA
Make money for yourself and
A well established manufacturer/distributor with a take control of your future!
You Know It Works!

complete line of diamond and semi-precious jewellery
is seeking experienced sales representatives. We offer • High Traffic Locations
excellent commission. Fax resume to 780-484-2518 or
email imagedesign@live.ca. • Extremely High Gross Margins
• Low Inventory Costs
• 25 Year Proven Record
Call: 1.888.358.8186 B U Y I N G • Full Training, No Exp Nec.
BROKEN/CHIPPED DIAMONDS WE THRIVE IN ANY ECONOMY!

CENSOR – SINCE 1917 (800) 359-0407
212-764-7130 IMMEDIATE PAYMENT! www.fastfix.com

marketplace
ALL UNDER
Calling
!
FAMILY RING CATALOGUE
COMING SOON
PRODUCTS YOU WILL FIND ONE ROOF

all Canadian
STONES JEWELLERY/FINDINGS/TOOLS/DISPLAYS
FOIL BACKS
SYNTHETICS
GENUINES
WEDDING BANDS
MOUNTS
TENNIS MOUNTS
IMPERIAL Jewellery Retailers...
MARCASITES RINGS
PEARLS/SEED PEARLS CHARMS
BEADS/BEAD STRANDS BRACELETS/BANGLES
ROSE CUT GARNETS 10K, 14K, 18K, PLATINUM &
CONCAVE CUT MYSTIC TOPAZ STERLING SILVER JEWELLERY
ONYX/TIGER EYE CHAINS
RUBIES/SAPPHIRES/EMERALDS ITALIAN JEWELLERY You’ve probably noticed a change in Canadian
PERIDOT/BLUE TOPAZ FINDINGS/METAL FINDINGS
CAMEOS TITANIUM/TUNGSTEN & Jeweller covers the past few issues, as they’ve featured
SWAROVSKI & SIGNITY STONES STAINLESS STEEL JEWELLERY
8 HEART CZ/9 HEART CZ NEW JEWELLERS TOOLS CHECK
ONLIN
some of the top retailers in the industry. We’re always looking for
E
AND MORE... AND MORE...
new businesses to shine a spotlight on, so if you’re interested, we’d
ROYAL CHAIN
SERVICES WE OFFER YRAM

ENGRAVING OF GOLD, METALS AND GLASS
love to hear from you.
Krohn
Happy
Birthday
PHOTO ENGRAVING Industries, Inc.
LASER SOLDERING
Cohler Enterprises, Inc.
RESTRINGING
WATCH GLASS CUTTING NEW
To have your store grace the cover of an upcoming CJ, and to
expose your business to a whole new audience, make sure to send
NEW
NEW ARRIVAL
an email request to paul@rivegauchemedia.com
JEWELLERY BOXES & DISPLAYS, WATCH STRAPS, RECLOSEABLE POLY BAGS
Est.
1879
classified
GBA marketing class.:Layout 1 3/24/09 2:35 PM Page 1
For more information on how to advertise in this section of Canadian Jeweller magazine please
contact: Lucy Holden 514-381-5196, lucy@rivegauchemedia.com.
canadian jeweller
magazine
Jewellery Model-Maker/ Goldsmith OWN YOUR OWN

Jewellery model-maker/goldsmith with extensive RECESSION RESISTANT
European and Canadian experience and ability to
design/redesign is interested in a full-time job in the FRANCHISE!
Canadian Jeweller Showcase & Marketplace Greater Toronto Area.
Please email at: mancrafts@ymail.com. World’s Largest Jewellery
and Watch Repair
Franchise is Looking to
If You’re Reading It,

SALES REPS REQUIRED Expand in a Mall Near You.
ONE FOR BC TERRITORY, ONE FOR SASKATCHEWAN AND MANITOBA
Make money for yourself and
A well established manufacturer/distributor with a take control of your future!
You Know It Works!

complete line of diamond and semi-precious jewellery
is seeking experienced sales representatives. We offer • High Traffic Locations
excellent commission. Fax resume to 780-484-2518 or
email imagedesign@live.ca. • Extremely High Gross Margins
• Low Inventory Costs
• 25 Year Proven Record
Call: 1.888.358.8186 B U Y I N G • Full Training, No Exp Nec.
BROKEN/CHIPPED DIAMONDS WE THRIVE IN ANY ECONOMY!

CENSOR – SINCE 1917 (800) 359-0407
212-764-7130 IMMEDIATE PAYMENT! www.fastfix.com
xxx-xxx.CJ_Showcase-Market_April.indd 79 4/6/10 12:59:48 PM

what’son
upcoming events
Every effort has been made to publish accurate information but please contact show organizers to confirm.
If you would like dates added, please contact paul@rivegauchemedia.com
april | international June | international Hong Kong Jewellery & Gem Fair Mode Accessories Show
Jewelry Shanghai Luxury & Premiere by JCK June 24 - 27 August 8 - 10
April 9 - 12 June 1 - 3 Hong Kong Convention Doubletree International
Shanghai New International The Venetian Resort Hotel Casino and Exhibition Centre Plaza Hotel
Expo Centre Las Vegas, Nevada Hong Kong, China Toronto, Ontario
Shanghai, China 203-840-5684 or 1-800-257-3626 +852 2516 2158 416-510-0114
www.chinajewelryshow.com inquiry@jck.reedexpo.com visitjgf-hk@ubm.com achee@mode-accessories.com
www.luxurybyjck.com exhibitions.jewellerynetasia.com www.mode-accessories.com
The Smart Jewelry Show by invitation only
April 23 - 26 july | international CGTA Gift Show
Navy Pier Las Vegas Antique Jewelry Jovella August 8 - 12
Chicago, Illinois & Watch Show July 6 - 7 International Centre and Toronto
847-918-9495 June 3 - 6 Convention Center Congress Centre
jim@smartworkmedia.com MGM Grand Hotel and Casino Tel Aviv, Israel Mississauga and Toronto, Ontario
www.smartjewelryshow.com Las Vegas, Nevada +972 562 6090 416-679-0170 or 1-800-611-6100
239-732-6642 etty.s@shier.co.il info@cgta.org
Mid-South Jewelry andreacanady@dmgworld www.stier-group.com www.cgta.org
& Accessories Fair media.com
April 24 - 26 www.dmgantiquesshows.com Malaysia International Western Canadian Jewellery Expo
Memphis-Cook Convention Center Jewellery Fair August 13 - 15
Memphis, Tennessee Swiss Watch by JCK July 8 - 11 Shaw Convention Centre
630-241-9865 June 3 - 7 Kuala Lumpur Convention Centre Edmonton, Alberta
www.gift2jewelry.com The Venetian Resort Hotel Casino Kuala Lumpur, Malaysia 780-445-4991
Las Vegas, Nevada +6 03 9058 8772 ulliaclt@shaw.ca
exhibition@elite.com.my www.wcjexpo.com
may | international 203-840-4800
International Jewellery Kobe inquiry@reedexpo.com www.elite.com.my
www.jckshows.com Alberta Gift Show
May 13 - 15
Kobe International Exhibition Hall by appointment only JA New York Summer Show August 15 - 18
Kobe, Japan July 25 - 28 Edmonton Expo Centre,
+81 3 3349 8503 JCK Las Vegas Javits Center Northlands
ijk-eng@reedexpo.co.jp June 4 - 7 New York, New York Edmonton, Alberta
www.reedexpo.co.jp/ijk/english Sands Expo Convention Center 508-743-8506 416-385-1880 or 1-888-823-7469
and The Venetian Resort ja@xpressreg.net www.albertagiftshow.com
International Jewelry Fair Hotel Casino www.ja-newyork.com
Las Vegas, Nevada Expo Prestige
may 15 - 18
Ernest N. Morial 203-840-5684 or 1-800-257-3626 august | canada August 22 - 24
Convention Center inquiry@jck.reedexpo.com JCK Toronto Palais des Congrès
New Orleans, Louisiana www.jcklasvegasshow.com August 8 - 10 Montreal, Quebec
630-241-9865 Metro Toronto Convention Centre 514-485-3333
www.gift2jewelry.com China International Gold, Toronto, Ontario info@cbq.qc.ca
Jewellery & Gem Fair 203-840-5684 or 1-800-257-3626 www.cbq.qc.ca
GLDA Las Vegas Gem June 17 - 20 inquiry@jck.reedexpo.com
& Jewelry Show Guangzhou Jinhan www.jcktoronto.ca
May 31 - June 3 Exhibition Centre
Mirage Resort and Casino Guangzhou, China
Las Vegas, Nevada visiting@jewellerynetasia.com
glda@integem.net www.jewellerynetasia.com
www.intergem.com
075.CJ_WhatsOn_re.indd 80 4/6/10 10:23:07 AM

PAGE GET FREE INFORMATION! on any product advertised in this issue
sectionhead
81 SEE A PRODUCT YOU LIKE? WANT MORE INFORMATION, ABSOLUTELY FREE?…
2. Use this quick

BY FAX 1. See product you reference list 3. Write the 4. Mail or fax us at 5. Receive free info
want info on below to find its number(s) on 1-888-849-0155 direct from as
OR MAIL free info number the attached free or 416-703-6392 many advertisers
(it’s also on the ad) info card as you like
CONNECT WITH… page write # CONNECT WITH… page write #

Stuller 2 101 Inkas 41 122
Gemological Institute of America (GIA) 3 102 Pacific Urns 51 123
Jewellers Vigilance Canada (JVC) 4 103 JCK Las Vegas 57 124
Jewellers Mutual 5 104 JCK Show Direct 65 125
JSN Jewellery 8 105 Eternal Diamonds 71 126
JSN Jewellery 9 106 Jomark 83 127
Crown Ring 11 107 Mirage Creations 84 128
Crown Ring 13 108 Pandora Love Pods 16 130
the Hammer Group 15 109 Jewelers Mutual 16 131
Atlantic Engraving 17 110 Crown Ring 16 132
O’Neill Diamonds 21 112 Atlantic Engraving 16 133
Pandora 23 113 Jomark 18 134
MCD Pearls 25 114 The Hammer Group 18 135
Rousseau Chain Imports 25 115 GIA 18 136
Blue Point 27 116 NOVA Diamonds 18 137
UBM Asia 29 117 Pacific Urns 18 138
Ever Magazine 31 118 JSN 18 139
Nova Diamonds 35 119 Stuller 18 140
Sanghavi 37 120 Western Canadian Jewellery Expo 18 141
Western Canadian Jewellery Expo 39 121
STEP 1
*FREE
m Yes! Please send me or continue to send me Canadian Jeweller magazine
Info Card & Subscription
To receive free information you must print clearly and fill out form completely.
STEP 2 To qualify, check circles:

m No, don’t send
Selling area of your store
m under 1,000 sq.ft. m 1,001 - 3,000 sq.ft.
Signature: __________________________________________ Date: _______________ Which category best describes your m 3,001 - 5,000 sq.ft. m over 5,000 sq.ft.
business classification?
Your Name: _________________________________________ Title: ________________ m Education
Approximate annual sales volume
m under $500,000
m Retailer
Company Name: ___________________________________________________________ m Manufacturer
m $500,000 - $1 million
m $1 million - $5 million
m Wholesaler
Address: _________________________________________________________________ m $5 million - $10 million
m Importer
m $10 million - $20 million
m Designer
City: ________________________________ Province: ___________________________ m over $20 million
m Services (repair, appraisals, etc.)
Postal Code: ______________________________________________________________ m Other: ________________________________ Categories you personally manage
m Retailer m Designer
Number of employees at your location
Phone: ______________________________ Fax: _______________________________ m 1-3 m 4-8 m 9-12 m over 13 m Gemologist m Supplier
m Manufacturer
Email Address (optional): _____________________________________________________ Number of locations: ______________________ m Other _________________________________
STEP 3 Reserved exclusively for retailers

APRIL/MAY 2010
WRITE IN THE NUMBERS HERE FOR
EACH PRODUCT YOU WANT MORE Example
DETAILED INFORMATION ON
USE QUICK REFERENCE LIST AT TOP OF PAGE

101
STEP 4
Fax Now to: 1-888-849-0155 or 416-703-6392 | or Mail card today to: 60 Bloor St. West, Suite 1106, Toronto, ON, M4W 3B8
081.CJ_FaxBack.indd 81 4/6/10 3:45:12 PM

lastword
Sculptor and painter Alberto Giacometti once said:
“ Artistically I am still a child with a whole

me to discover and create. I want something, but I won’t
life ahead of
know what it is until I succeed in doing it.
”
Toronto-based Pamela Lauz specializes in creating stunning and sculptural pieces using sterling silver and 18k gold. Only recently starting to hit her stride after ten years in
the software industry (she trained professionally as an engineer), you can see it in her work: finely crafted curves, angles and twists reflect her attention to design and detail.
This Aqua pendant necklace is a perfect example, in 18k yellow gold with a single freshwater pearl; striking, elegant and extremely wearable. Valued at $2,150.
— Paul Aguirre
082.CJ_LastWord.indd 82 4/6/10 11:26:30 AM

Diemmeffe
Chic, classic, outstanding enriching
and versatile jewels.
JOMARK
DISTRIBUTORS
Luxurious... Opulence... Lavishness
First in Distributing the
World’s Finest Italian Jewellery!
John Di Scola
Tel: (416)606-0369 Fax: (905)264-8419 email:jomarkgold@yahoo.com
Jomark.indd 10
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Mirage Creations Inc.
221 Victoria Street, Lower Level, Toronto, Ontario, Canada M5B 1V4
Local: (416) 366-9595 Toll Free: (877) BY MIRAGE Fax: (416) 366-9677
www.miragecreations.com e-mail: info@miragecreations.com

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A P R I L / M AY 2 0 1 0

Tips to get your

Bridal at its Best

001.CJ_Cover.indd 1 4/6/10 12:54:30 PM

1 Search 2 Customize 3 Order 4 Deliver

Side Gem Angle 120

800-357-6272 • www.gemvision.com • info@gemvision.com

Take an online tour at www.countersketchstudio.com/tour

cjAprMay10_Stuller_Ad.indd 1 4/6/10 3:18:37 PM

CARLSBAD NEW YORK LONDON ANTWERP FLORENCE GABORONE JOHANNESBURG

GIA_EDU_CJA1209.indd 1 12/14/09 8:42 AM

JVC 14th Annual Golf Tournament, Dinner & Silent Auction

Monday, June 21st, 2010

For more information, contact:

Jewellers Vigilance Canada

For details, write #103 on Free Info Page, page 81

cjAprMay10_JVC_Ad.indd 1 4/6/10 3:20:28 PM

For details, write #104 on Free Info Page, page 81

800-580-0942; www.canadianjewellers.com 800-558-6411 • www.JewelersMutual.ca

cjAprMay10_JewllersMutual_Ad.indd 1 4/6/10 3:21:10 PM

The Annual E XCELLENCE iN

For complete details on how to enter your designs, contact

Entry deadline is June 1st, 2010, 5 p.m.

ENTER CANADIAN JEWELLER’S

COMPANY OR STUDENT AFFILIATION

PROVINCE POSTAL CODE

TYPE OF JEWELLERY VALUE OF DESIGN ( SPECIFY RETAIL OR MATERIALS )

ENCLOSED IS : MY FINISHED PIECE ( S ) OF JEWELLERY.

RULES, REGULATIONS AND INFORMATION

CONTRIBUTORS Davide Bagnarol, Howard Grosfield, Sarah B. Hood,

Jeff Yamaguchi ADVERTISING Sales

CIRCULATION PUBLICATION PARTNERS

Head Office 60 Bloor Street West, Suite 1106

Montreal Office 555 Chabanel Street West, Suite 1507

Official magazine of JVC

For details, write #105 on Free Info Page, page 81

008.CJ_Masthead.indd 8 4/6/10 10:32:09 AM

cjAprMay10_JSN_Ad.indd 1 4/6/10 3:22:12 PM

36 Surveying the Damage

52 Platinum Rides the Recession

66 Publicity in a Changing Market

68 Love Never Dies

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22 For The Record

All the happenings in the mining sector.

64 JVC’s Crime Report

010-012.CJ_Contents.indd 12 4/6/10 10:52:09 AM

cjAprMay10_CrownRing_Ad2.indd 1 4/6/10 3:25:48 PM

014.CJ_Directors_re1.indd 14 4/6/10 10:28:55 AM

PANDORA LovePods in White Gold

016-019.CJ_Product_re.indd 16 4/6/10 2:43:04 PM

cjAprMay_AtlanticEngraving_Ad.indd 1 4/6/10 3:29:36 PM

Diemmeffe The Peter Heim Collection

GIA Reports and Grading Systems

016-019.CJ_Product_re.indd 18 4/6/10 2:43:31 PM

Western Canadian Jewellery Expo

These manufacturers and suppliers showcase the very best and

016-019.CJ_Product_re.indd 19 4/6/10 2:43:49 PM

Executive Shuffle at De Beers

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O’Neill Diamonds Inc.

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