THE STULLER winter spring STANDARD 2011 think big! Contemporary metals debut navigating the new world of jewelry valentine’s day eye Candy… & more (re)settingthestandard Contents if you’ve missed us, we’ve been getting a 3 from matt’s perspective makeover. we hope you’ll like the changes the challenge of change we’ve made to the standard, which you can now expect several times a year. we’ll still 4 news & notes bring you up to date on products, services and Countersketch studio™ 2.0; ja member perks; customization gets a magazine of its own stuller news but hopefully in a brighter, easier- to-navigate format. it’s important that our 6 reinventing romance messages to you, our invaluable partner, be as small treasures that keep you in the love biz well focused and helpful as possible. we have great beyond valentine’s day innovations and merchandise to share, but we 14 navigating the fast-Changing also aim to amuse and inspire, and maybe get you talking about the wider story of jewelry as world of jewelry new customers. new product. new technology. it evolves. this is a work-in-progress and we’d new selling. we break it down for you, with great tips love to hear your ideas for future issues. write and lots of encouragement to us at email@example.com. 22 style trend: mixmatchables a cozy clash of jewelry on the neck, wrist and fingers 24 the bold & the beautiful stuller unveils highlights of our new Contemporary the stuller standard metals jewelry Collection, including Ceramic Couture editor-in-Chief miriam werquin and duratungsten™ assoc. editor randi bourg designers susan Kiefer 32 the dazzle is in the details maria viator show-stopping bridal rings photographers john rowland noelle white 36 a galaxy of gemstones Classics to never-before-seen photo associates robert lawson daniel maldonado 38 40 years young Consulting editor tim allis talent and commitment aren’t everything—you’ve got to laugh a little too stuller marketing executive director Kerry hand marketing director ashley brown 40 face of stuller production director shannon guidry galina stoudenkina pencils her passion for life into every piece of jewelry she designs the tale of the baffled bride cartoon is by 43 product information stuller design associate michael bartlett. pricing is based on $1,350 gold, $1,700 platinum, $25 silver and $600palladiummarkets.allpricing issuggestedretailunlessotherwise indicated. gemstone codes and additional product information available at stuller.com. product photographyisenlargedtoshowdetail. 2 | the stuller standard stuller.com frommatt’sperspective i think i would have really enjoyed living in the era of the industrial revolution because of my love of manufacturing. it fascinates me. now history is in the throes of another revolution, this one tied to technological innovations, and i don’t want to miss it. i don’t want you to miss it either. i want us to use it, together, to its fullest. i passionately believe it can provide hugely successful results. this requires not just changes per se but a belief in change itself. in our lives and businesses we are constantly confronting change. do we fight it, or do we relish and embrace it? it all depends on the attitude we develop, but one thing is for sure: change is inevitable. i think it’s also exciting. here at stuller we plan to change not just for you, but with you. our wish has always been to help make you heroes to your customers. many of you have visited me here, or we have talked at the shows, and you have expressed how factors as diverse as the rapid rise in the price of gold, in- ternet competition, even how beads have become a major product category, have all put unusual demands on your normal methods of doing business. i assure you we listen, and we have worked hard at adding new technologies to allow us to work together in solving some of your burning issues, to help you serve your customers with the speed, quality and efficiency they demand. this is change you can touch. so, in step with the new look of the stuller standard, we are offering up some new thinking about change and how understanding and embracing change in our businesses can take us to a whole new level as creative partners and keep you heroes in the eyes of your valuable customers. in the story “navigating the new world of jewelry” (page 16) we put our ear to the ground for what you all are seeing and saying, and we hear a clear refrain: Change isn’t coming, it’s here. happily, we’re in it together. on the Cover: sizing it up thenewsisbig.ringswithheftneednotapologizefortheirsize.butthat’sonly halfthestory.stuller’sfinishedringsnowcomeinawildlywideassortment—from morganitetoquartz,andinamarvelousrangeofdynamiccolorsanddesigns.and eachandeveryoneexudesthatonethingthatcustomersareclamoringfortoday: drama,baby,drama.explorethiswhite-hotcategoryindepthatstuller.comandsee product information on page 43. stuller.com the stuller standard | 3 turneverydayintomother’sdaywithposhmommy™ left to right: 84693 posh mommy 3-stone Circle pendant, sterling silver, $109 | 84687 posh mommy mini dog tag pendant, sterling silver, $65 | 84689 posh mommy tall tag pendant, sterling silver, $85 | 84687 posh mommy mini dog tag pendant, 14kt yellow, $379 each | 84682 posh mommy mini disc pendant, sterling silver, $69 each | 84665 posh mommy medium disc pendant, sterling silver, $79 each (bracelet sold separately) all items set with imitation stones. visit stuller.com for more details and more choices. what’snewatstuller.com Countersketch studio™ 2.0 • ournewKera™jewelrydesignerletscustomerssee along with strategic partner, howbeadswilllooktogetherbeforetheypurchasethem. gemvision®, we’re excited to www.stuller.com/products/kera. announce the launch of Counter- sketch studio 2.0 – the next • whenpurchasingunsetgoods,younowgetlinksto generation of the revolutionary diamonds and gemstones to fit the settings. this custom design system. the new featurewaspreviouslyonlyavailableforitemssetby version represents the easiest and stuller studio™. most cost-effective way for jewelers to implement virtual inventory in • whenchoosingagemstoneforyourcustomer’ssetting, your stores; design and sell custom jewelry; and enjoy speedy delivery you can now select not only the shape but also the in 6-8 business days. updated features include: specific stone size. • expanded starting point inventory (spi): the spi now features • our new 3-day shipping option is available! more than 2,000 stylish ring designs, as well as pendants and men’s rings. pleasekeepsharingyourideasonhowwecanmake • matching wedding bands: we have added optional wedding bands to stuller.comeasierandmorehelpful.sendcommentsto many of the bridal rings found in Countersketch 2.0. when an engage- firstname.lastname@example.org. ment ring is customized, the matching band automatically adjusts to the changes. • customized catalogs: jewelers now have the option to create, manage and print custom catalogs directly from the program. we were recently delighted to learn that the original Countersketch studio was a recipient of the 2010 mjsa thinking ahead award. this recognizes tools, equipment and supplies that are making a difference in the way jewelry is being designed, made and sold. learn more about Countersketch 2.0 at www.gemvision.com. 4 | the stuller standard stuller.com the power of 10 togiveyoumoreopportunitiestoworkwithusface-to- face,thisyearstullerishosting10conferencesforstore news & notes owners.thetwo-dayeventsinlafayette,louisianawill featuregeneralsymposiumsandworkshop-stylemini- sessions,allexploringwaystodrivesalesanddramatically decreaseinventorycosts,aswellastacklingenhanced customersatisfaction,multi-mediaselling,customization, interactive marketing and more. “you have an incredible team here. you have a wonderful mix of passion, knowledge, preparedness, friendliness and professional Color flash courtesy, and all of these things are epitomized by this event.” there’s pure pink. and pow pink. but we love the new —del Cook, especially jewelry, independence, mo pink in town: a paler, softer, more translucent pink, like the watery pink of this checker- Conference dates board rose quartz ring at right and the april 11-13 august 15-17 pink pizzazz of the morganite ring at left. april 18-20 august 22-24 emerging variations run the spectrum from vivid to may 16-18 september 12-14 nearly nude. it’s a fresh counterpoint to winter darks and neutrals, and it moves effortlessly into any spring june 27-29 september 19-21 look. if we say any more it might start blushing. july 11-13 september 26-28 formoreinformationandtosignup,contactourpremier left: 68161 genuine morganite & diamond ring, 8mm, .025 ct tw, 14kt rose, 253, 251, $1,505 | right: 68160 genuine rose Quartz Checkerboard ring, 16mm x 10mm, servicesdepartmentat866-751-5692ore-mailusat sterling silver, $119. email@example.com. mjsa welcomes Custom-designing retailers MJSA CD Sept10_FINAL_mjsa_CD 9/20/10 4:03 PM Page 1 VOL. 1, NO. 2 Professional Excellence in Jewelry Making & Design do you have questions about the blossoming custom design movement? are you looking for INSIGHTS INTO DESIGNING AND MARKETING CUSTOMIZED JEWELRY trends, technical information, and marketing, sales, and pricing strategies as you develop this TIPS FROM THE TRENCHES Q: How do you ignite the crea- The Taste Test How Lee Krombholz jumpstarts the process profitable new way of doing business? tive process, either for yourself or your customer, and get the design of discovering a client’s design preferences ideas flowing? SEE PAGE 6 Lisa Krikawa (Krikawa Jewelry Designs, Tuc- son, Arizona): One of the ways we help cus- Classic mjsa, the u.s. trade association for jewelry makers and designers, has introduced the new tomers get inspired is by taking them directly to mjsa Custom design magazine. sponsored by stuller, this quarterly publication is free to visit our newly designed website. There we have a variety of categories of rings we’ve designed. Contemporary Clients might see a certain metal embellishment or finish, for example, and ask us to do something similar. They might members and available to non-members for $19.95 a year at the mjsa bookstore at mjsa.org. see our section on Chinese characters, Eclectic astrological or musi- cal symbols, or tat- too-inspired imagery, and it might spur them to think of a design motif that represents a symbol when you join the association, you also gain access to other mjsa benefits, including [that’s] important in their lives, which could be totally unrelated to our examples! The idea is to set off a spark, from which a design will grow. Modern Antique Greg Stopka (Jewelsmiths, Pleasant Hill and San Ramon, California): In my design area, I showcase designs that will probably never sell; continued on page 3 Custom design info packages and Customized research. the association also offers benefits MJSA Would Like to Thank the Custom Design Sponsor Period such as a consumer credit card program and discounts on shipping, jewelry making books, Stylish and premier supplies and services through their buyer’s link. to learn more, visit mjsa.org. Please see our ad on the back page. Trendy stuller.com the stuller standard | 5 reinventing romance These innovative and attainable heart-stoppers say ‘be mine’ whether it’s Valentine’s Day or any day a hung up on you. pendants with charm—and charms! gold mesh butterflies light enough to fly. rings with zing and more. a. 67873 diamond heart necklace, 1/2 ct tw, 14kt white/14kt rose, 33, 17", $3,379 | b. 67154 diamond hoop earrings, 1/10 ct tw, 14kt yellow, 30, $509 per pair | C. 66125 Cubic Zirconia hoop earrings, sterling silver, 8, $89 per pair | d. 84893 wire b heart necklace & 18" cable chain with 2" extender, 14kt yellow, $339 | e. 68172 genuine abalone doublet with white Quartz Checkerboard top ring, 24mm x 10mm, sterling silver, 254, 255, $129 | f. 84897 wire butterfly necklace & 18" cable chain with 2" extender, 14kt yellow, $315 | g. 84892 wire star necklace & 18" cable chain with 2" extender, 14kt yellow, $339 | h. 68161 genuine morganite & diamond ring, 8mm, .025 ct tw, 14kt rose, 253, 251, $1,505 f g d e h C When it comes to Valentine’s Day pretty is what it’s about… e b d a C forget Chocolate. delicious talismans of love and affection range from simple silver heart bracelets to dazzling diamond necklaces. a. 66122 Cubic Zirconia heart earrings, sterling silver, 8, $89 per pair | b. 67680 diamond initial necklace, K, 1/6 ct tw, sterling silver, 239, 18", $245. mounting #84568 | C. 63763 Cubic Zirconia earrings, 4mm, 14kt white, 8, $175 per pair. Component #22721 | d. 67806 genuine rose Quartz ring, 16mm x 12mm, sterling silver, 204, $245 | e. 68025 genuine amethyst heart with fleur-de-lis design pendant, 13mm x 13mm, sterling silver, 43, $1,649. (shown on Ch12) | f. brC644 triple bangle bracelet with heart Charm, sterling silver, 8" $195 8 | the stuller standard stuller.com mementos with meaning. for gifts of comfort and hope, deborah birdoes’ inspirational blessings™ Collection addresses friendship, loss and love in a variety of motifs. g. r410018 my treasured friend necklace, 27.5mm x 18.7mm, sterling silver, 18", $79 | h. r41693 Cherish necklace, 38.75mm x 20.25mm, sterling silver, 197, 18", $75 | j. r42258 embraced by the heart™ Couples embrace necklace, 24.3mm x 20mm, sterling silver, 18", $75 | K. r410023 the family Key of love necklace, 40mm x 17mm, sterling silver, 8, 18", $89 f h j g K stuller.com the stuller standard | 9 e a C f b d perfect matches. Keys. hearts. don’t make us spell it out. a. 84894 diamond Key necklace with cable chain, 14kt yellow, 251, 18", $429 | b. 67991 diamond heart leverback earrings, .02 ct tw, sterling silver, 239, $99 per pair | C. 67990 diamond heart necklace, .005 ct, sterling silver, 239, 18", $55 | d. 67716 freshwater Cultured pearl & diamond earrings, 5mm-5.9mm, .02 ct tw, 14kt yellow, 39, 239, $95 | e. 66879 genuine brazilian garnet & diamond heart pendant, .06 ct tw, 14kt white, 104, 33, $499. (shown on Ch12) | f. 66885 genuine brazilian garnet & diamond heart earrings, .08 ct tw, 14kt white, 104, 33, $755 per pair 10 | the stuller standard stuller.com …but a little dazzle doesn’t hurt either. h K who Can resist? going for the ‘wow’ just got easier. g. 67136 diamond heart earrings, 1/5 ct tw, 14kt white, 33, $505 per pair. mounting #84409 | h. 67758 genuine pink sapphire j bow necklace, 14kt white, 70, 16", $485. mounting #84158 j. 67759 genuine ruby heart necklace, 14kt yellow, 102, 16", g $579. mounting #84154 | K. 67071 diamond skeleton Key necklace, 1/8 ct tw, 14kt white, 33, 161/2", $395. mounting #84403 l. 66418 diamond Cluster earrings, 3/8 ct tw, 14kt white, 33, $769 per pair. mounting #24089 | m. brC277 Cable bracelet with heart, 5.75mm, sterling silver, 8", $109 | n. 65666 genuine amethyst heart & diamond ring, 12mm x 12mm, 1/6 ct tw, 14kt white, 43, 33, $989 | p. 66229 diamond earrings, 1/4 ct tw, 14kt white, 33, $509 per pair. Component #23578. l m n p stuller.com the stuller standard | 11 Offer your customers one-stop-shopping Valentine’s Day ease. After he or she decides on a gift, you’ve got the beautiful box—even the roses. e f d b a C g 12 | the stuller standard stuller.com j h K l small things come in good packaging. n a. 61-7153 Cherrywood flap earring box, $7.36 b. 67026 Created moissanite antique square m earrings, 6mm, 2 ct tw diamond equivalent, 14kt white, 1, $1,265 per pair | C. 61-9010 red magnetic ring box, $5.78 | d. 84708 heart Key locket, 46.5mm x 15mm, sterling silver, $45 ("you hold the key to my heart" engraved on back) | e. 61-0555 small white out standard mod rectangle bag (10pk), $11.95 | f. 67346 diamond Cuff bracelet, 3/8 ct tw, sterling silver, 33, $1,145 | g. 61-1024 deep red bangle/ watch box, $2.45 whether he wants to adorn her finger, wrist or ears, we've got it covered. p h. 67922 genuine rose de france amethyst ring, 20mm x 20mm, sterling silver, 252, $499 j. 67410 diamond tennis bracelet, 1 ct tw, 14kt white, 33, 71/4", $2,655. mounting #brC435 K. 67412 diamond tennis bracelet, 3 ct tw, 14kt white, 33, 71/4", $6,415. mounting #brC440 l. 61378 diamond hoop earrings, 1/2 ct tw, 14kt white, 110, $1,315 per pair 24 Karat flower power. m. 61-9149 lacquered white rose with gold trim, $39.50 | n. 61-9142 lacquered orange rose with gold trim, $39.50 p. 61-9146 lacquered Cream rose with gold trim, $39.50 Q. 61-9148 lacquered Q yellow rose with gold trim, $39.50 r. 61-9147 lacquered pink rose with gold trim, $39.50 Dig deeper into the treasure chest of r romance and family jewelry at stuller.com. stuller.com the stuller standard | 13 the new Customer it starts with generation Click. millennials are changing every aspect of the industry from their brash styles to their shop-til-you-drop energy. despite economic and job- hunting challenges, this new generation oozes confidence. they know what they want, and they will do the leg work—make that finger work—to research potential purchases online. “older consumers visit several stores to comparison shop,” says industry guru david gellar of jeweler profit in atlanta, georgia. “the current generation researches purchases online at 15 to 20 sites and enters only one or two stores.” jerry northcutt of artisan jewelry in sharpsburg, georgia, sees it all the time. “Customers come in and say, ‘i want a half carat,’ or name the color, cut, clarity, and say ‘what’s your price?’ ” “most millennials are coming in ready to purchase,” concurs doug meadows of david douglas diamonds and jewelry in marietta, georgia. “we have to be ready for them.” Customers today need to be put at ease. “i want them to feel like they’re walking into my living room. i want them to feel at home.” – doug meadows, david douglas diamonds & jewelry based on conversations with jewelers across the country, Claudia evans Zale, director of premier services at stuller, notes that “not only is today’s consumer more educated in today’s world, some customers bring the as a result of their exposure to modern communication venues, they expect technology jewelry to the jeweler. they’ll come in with pictures on cell phones or links to something to be incorporated into the sale process.” wow them not just with good ol’ customer they’ve seen online. an iphone enthusiast (below) service but with the language they speak—virtual inventory, interactive displays, ipads has already done her homework with stuller’s and the like, and custom design programs like Countersketch studio™ (the closest thing live diamond try on app. we’ve got to a jewelry-making video game). and to the Clicksters, speed is everything. says Zale: “Quick customer service will be a key to increasing sales within this base.” beyond all that, this new crop brings a social and ecological consciousness to the table, so be prepared to demonstrate that you too have evolved. websites such as jewelers.org (jewelers of america–ja) and gold.org (world gold Council) can loop you in. “Consumers will reward or punish jewelers based on their social and environmental performance,” says ja’s david peters. “the jeweler has to ask ‘am i a good citizen?’” but before we cede all power to the 20- and 30-somethings, keep this in mind: new technology and innovative sales models are affecting everybody across the spectrum. grandma surfs too. all of your potential customers except for the stodgiest of the stodgy are being exposed to internet info (good and bad) and expect to see a wide array of options at competitive price points. so, in that sense, the new customer knows no age. the new customer is every customer. 16 | the stuller standard stuller.com to tweet or not to tweet? how to deploy social networking and grow your business YOU ARE the early bird we have no problem with, HERE but the tweety bird that just tweets and tweets about each little bit of minutia? pass the bb gun. social media, an irrefutable force in the culture, is still a head-scratcher. sure, it’s great to reach new clients, especially those in generation Click, great to send instant updates about your business, get free advertising and feel pretty hip. but— there’s never been what’s the real yield? such a wide range of new products and many of them “the key point is that all of your social pack a lot of punch—like media programs—facebook, twitter, this dramatic smoky quartz youtube, and others—should drive people ring—at a very customer– to the landing page on your website friendly price–point. where you can convert them from tire 67937 genuine smoky kickers (prospects) to paying customers,” Quartz ring, 28mm x 16mm, advised jamie turner, author of how to sterling silver, 126, $355 make money with social media, in a post at mashable.com. you know the basics: facebook lets you interact with customers through posts. twitter sends alerts in 140 characters or less. linkedin is an online professional the new merChandise directory, a business twist on facebook basically. use your profile on all three to promote your business and give highlights of what’s new. Content jewelers are seeing their customers embrace new realms might include: of product. the unique and the unconventional are moving • exciting new products mainstream. things like south american quartz (way lighter than • in-store events, such as a sale it looks), innovative metals and cause-inspired jewelry have real • fashion updates, fun trivia, community legs now. materials once foreign to jewelry such as wood, leather, news, quote of the week, etc. rubber and carbon fiber are pairing up with white and yellow karat gold, giving these precious metals an updated flair. and grooms are leaning toward non-precious metals like tungsten, titanium and stainless steel to seal their nuptials. “people pre- sume millennials purchase contemporary metal jewelry because of the low price point, and i think that’s a factor, but it’s not the only one,” says meadows. “they want the cutting-edge style.” yet, today’s consumers are also putting value before flash, looking for pieces that will not only go with last friday’s new outfit, but can also last a lifetime. “they are interested in intrinsic value,” a strong facebook page is essentially a says michael Clarke, stuller’s vp of finished jewelry. “as a result, beautiful, free ad with a lot of pass-around. jewelers need to provide customers with a wide assortment that is not only accessibly priced but also satisfies their need for make sure content ties back to your perceived lasting value.” luckily new “classics” such as beautiful business. give the job of maintaining social media to the person in your shop freshwater pearls come in all price points. who understands it (sometimes that’s the youngest one) but stay involved. it’s your stay on top of trends but look for quality. ask your suppliers name being blasted around the world. what they’re excited about. and don’t be afraid to gamble a bit. finally, remember that just because you recommends gellar, “save 10% of your buying budget to splurge can hit ‘send’ 40 times in an hour doesn’t on pieces you wouldn’t normally buy. you never know what you mean you should. it’s not quantity that might discover.” counts but quality. the new teChnology technology has permeated every facet of our industry, includ- ing how pieces are created and experienced (virtually), as well as how your business is marketed. internalizing it can be a challenge, but it’s also your ace. at the most awe-inspiring level are the ever-evolving (that is, easier than ever) software and online resources, such as stuller’s in-store digital selling systems, the web-based browser system that allows jewelers to design jewelry with their customers by accessing and sorting through thousands of options, all in micro-seconds (www.jewelerkiosk.com). it effectively turns stuller’s vast in- ventory into your inventory and gives you an easy-to-navigate magic wand to hone—down to the last shank—a vague idea into a polished dream purchase. in marketing, some jewelers are putting a spotlight on their at paul’s jewelers in lafayette, la, sales associate tom sonnier product through video monitors. northcutt uses one to show finds that some customers really enjoy going beyond the cases into a deeper inventory via the ipad. fun for them, effective for him. off pieces customers themselves have designed. “when they see that these are rings we’ve customized, their eyes light up. almost on a daily basis, a customer will go from thinking then of course there’s your website, the first line of marketing. about purchasing something out-of-case to deciding to create “jewelers should create a site that reflects the beauty and a custom piece. i don’t think anybody who comes in our store sophistication of their product,” advises stuller web designer buys what he or she expected to buy.” another effective tool for john rockweiler. “it’s an interactive business card. focus expanding your virtual jeweler’s case: the popular ipad. not should be on showing a variety of product, updated regularly, only does this light, easy-to-toggle-with device allow you to and easy, fun navigation.” some tips for running a site: display a huge quantity of product, by passing it to the customer to play with, you instantly get them engaged. generation Click • it sounds like a big ‘duh’ but don’t forget to place contact expects this, and older customers are wowed. information including street and email addresses, telephone and fax numbers front and center. • give your history, biography, philosophy. run a staff picture. let your store’s personality shine through. • use professional images of merchandise and mix up the scale: often a single, bold picture is more effective than a grid of 20 teensies. • include educational information, such as the four C’s stuller’s in-store of diamonds, and maybe a note about your store’s social digital selling systems responsibility policy. “educational information is the most give you all the best of our product under your important thing on my site,” says bob disinger, disinger name. it’s jeweler-friendly, jewelers in jasper, indiana. “if i can get customers to learn customer-friendly, and from me, it helps with gaining their trust.” getting better all the time. learn more at stuller.com. “with in-store digital selling systems, if we don’t have a piece in stock, we can go to the web-based program and show our customer endless possibilities.” – aaron Kilman, Kilman jewelers 18 | the stuller standard stuller.com jeweler tip: YOU ARE HERE “we like to change up our showcase layout once a year. people memorize what’s where, so it’s good to surprise them. take a lesson from car dealers—you can’t leave the red ford sitting out front the new selling week after week.” – jerry northcutt, artisan jewelers the very way in which jewelers engage customers that need to touch is where prototypes come into play—life-like samples and sell merchandise is undergoing seismic shifts. of live jewelry. where they lacked fans in the beginning, jewelers are as the advantages of virtual inventory become quickly warming to them. stuller’s merchandising solution program of irrefutable—greatly reduced costs, vastly more prototypes let consumers visualize a piece and feel attached to it. it is options—new tools are available to help jewelers organized in dramatic and attractive groupings such as hoop earrings, stay competitive. beyond the depth-and-breadth gemstone jewelry, line bracelets and family jewelry. of in-store digital selling systems is the even gee-whizzier customer-centric Countersketch studio™ from stuller. the design program puts the keys to the ferrari into the customers’ hands, letting them design their own jewelry from the bottom up, Countersketch studio™ changing anything from shank size to side stones gives customers the and everything in between, and seeing life-like, ultimate sense of creativity, allowing 3-d images of the product-in-progress materialize them to essentially before their eyes. “we love Countersketch,” raves design and build aaron Kilman of Kilman’s jewelry in port orange, pieces in a virtual world, seeing a florida. “within its first week at our store, a client remarkably life-like came in looking to design a piece for herself, and image of what they’ll have in their hands our staff was excited to use the new tool. the end 6-8 days later. result was a sale valued at $8,000. the possibilities seem endless, and we hear that it’s only going to get better.” (indeed it has: see Countersketch 2.0 on page 4.) the interactive experience of Countersketch studio seduces even people who aren’t in the store to shop. “everyone comes in in pairs, so while my associate is showing the client options, i’ll invite her friend to play with Countersketch,” says northcutt. “we say ‘you take the mouse,’ and suddenly the person who’s not even there to shop is our new customer!” yet as dazzling as high-tech selling devices are, it bears keeping in mind that they’re enhancements, not an excuse to neglect time-tested truths. “nothing takes the place of taking a ring out of a case and showing a customer what it looks like, what it feels like,” says paul naomi, owner of paul’s jewelers in lafayette, louisiana (stuller’s hometown). “it’s an emotional a client’s greatest thrill: to see, feel and try on different pieces. you give experience, it’s passionate. the computers can’t them that opportunity without overextending your buying budget by using duplicate that.” stuller’s merchandising solution prototypes, in a large range of categories. stuller.com the stuller standard | 19 The i’m a bride! the new realities challenge owner and associates alike to become more creative, to dig deeper into ta l e their selling mojo. one high-yielding avenue: add- ons (the more tasteful the better). “try up-selling of the with more add-ons at the point of sale,” suggests helena Krodel of jewelers of america. this could include jewelry cleaning products, gift wrapping services or occasion cards. think of the entire sales experience as a storyline, from a customer’s first glimmer of awareness of your business ‘til you sell that 10-year anniversary pendant. it’s now about becoming a narrator, a guide, and inviting them to not only star in the story, but also to help write it too. bride stuller’s integrated selling tools ensure that your every answer is ‘yes’ Customer. merchandise. technology. selling. all in the diamond’s great. transition. so where does this leave you? front and now what about… center, as always, but now as proud custodian of a jewelry store that may resemble your old store a setting? (and maybe even your grandfather’s store) but is Coming right up! discreetly retrofitted for the future and for profit. a store without borders, where traditional barriers i wish i could between the jeweler and the customer melt away, try one on. where diamonds and gold and the classics mix right this way agreeably with exciting new styles and materials. it’s my dear. a place where live jewelry can cohabitate happily with images of jewelry, and where images of jewelry can be morphed and re-morphed into endless varieties, all backed by a deep catalogue of product and service. your little shop is now a portal to an infinitely wider world. (Congratulations, you’re here.) oh wow, now i’m a jeweler! i was just thinking that. one more thing. the wedding’s week after next. wonderful! 20 | the stuller standard stuller.com my boyfriend popped the question boy do i and i get to choose the ring! i know understand. i’m a exactly what i want. a diamond. round. or maybe princess. maybe an emerald wreck! instead… do you think i’m more of an emerald? thank goodness for jewelerkiosk.com! stuller’s web-based in-store digital selling systems (www.jewelerkiosk.com)letsyou i understand. scanstuller’slargeinventory, allowingyoutoquicklycraftyour customer’s perfect piece. doingawaywithmuchofthecostlyoverheadofliveinventory,prototypesystemssuchasstuller’smerchandisingsolutionletyoupresent don’t tell me. abroadassortmentofproducttoyourcustomers.thelife-likesamplesgivethemanear-matchideaofthelookandfeeloflivepieces. show me. it’s great but it’s not exactly what i had in mind. i was imagining something more like… wait! fortheultimateincustommerchandise,Countersketchstudioletsthehave-it-her-waytypes takethewheel.witheasy-to-useslidercontrolscustomerscantransformanypartoftheir ring—stones, settings, side stones, shank size—to their unique specs. i love my ring! i love you! hey...do you do catering? stullerguaranteesovernightdeliveryofallin-stockproducts. Countersketchcreationsarefulfilledin6-8businessdays. stuller.com the stuller standard | 21 m a m t i C X h as you wear your style guru hat (rememberthatcustomersarelooking a b toyouforfashionguidance),here’sa trendthat’sgotusallshookup:ajangly, tanglyblendofjewelrythatatfirstmight l notseemtogotogether,butinpractice playsverywellwithothers.whetheron theneck,thewristorthehand,it’safun, exuberantcollisionofmetalsandgems; e ofheavierandlight;brightwithmuted; chunkywithdelicate;daywithnight;new withold.themessagetosharewith s s t yle customers:thisishowyouwearit;thisis tr end howyoumixit.thegoalisharmonious chaos. it’slayering. juxtaposition. surprise. so everybody pile on in. top to bottom: 68114 genuine sky blue topaz bangle bracelet, sterling silver/rhodium plated, 75, 8", $119 | 68111 genuine amethyst bangle bracelet, sterling silver/rhodium plated, 43, 8", $129 | 68115 genuine Citrine bangle bracelet, sterling silver/ rhodium plated, 48, 8", $135 | brC406 mesh bracelet, 21mm, 14kt yellow, 7", $4,769 | brC677 bracelet with toggle clasp, sterling silver, 8", $395 | 67892 genuine multi-gemstone bracelet, 3.5mm, sterling silver, 43, 48, 57, 61, 75, 71/4", $245 | Ch663 basket weave Chain bracelet, 3mm, 14kt yellow, 71/4", $1,015 each | brC415 Cuff bracelet, 28.75mm, sterling silver, $365 a. 66366 diamond ring, .06 ct tw, 14kt yellow, 110, $535 | b. 67335 diamond ring, 1/10 ct tw, 14kt white, 33, $785 r p Q n m e f l b j K a C g h d C. 50539 bridal wedding band, 4.5mm, 14kt yellow, $515 | d. 65462 eternity anniversary band, 14kt white, $549 | e. 67918 genuine flourite ring, 20mm x 15mm, sterling silver, 256, $375 | f. 67905 genuine amethyst ring, 18mm x 13mm, sterling silver, 43, $465 | g. 67924 genuine honey Quartz ring, 16mm x 16mm, sterling silver, 181, $295 | h. 66949 genuine sky blue topaz Checkerboard & diamond ring, 1/2 ct tw, 18mm x 13mm, 14kt white, 75, 110, $2,195 | j. 67962 bridal anniversary band, 14kt white, $915 | K. 67401 diamond ring, 1/3 ct tw, 14kt yellow, 33, $685 | l. 66360 freshwater dyed Chocolate Cultured pearl rope, 170, 72", $225 (no clasp) | m. Ch893 fancy link Chain, 16mm, 14kt yellow, 38", $2,195 | n. Ch892 fancy link Chain, 14mm, 14kt yellow, 38", $2,865 | p. 67745 diamond heart Key pendant, 1/4 ct tw, sterling silver, 239, $425. mounting #84721 | Q. 84701 Key pendant, 50.25mm x 12.75 mm, 14kt yellow, $539 | r. 84695 fashion Key pendant, 42.5mm x 14.5mm, sterling silver, $375 (key pendants shown on Ch445) the bold and 24 | the stuller standard stuller.com contemporary metals proveit.that’swhatwesaidtoourselvesaswecontemplatedtakingtheplungeintocontemporarymetals. provethatourproductswillhavetheintegrityandstylingtostandtallamongthemoretraditionalofferings thatwe’vebuiltourreputationon.weweren’tgoingtocompromise.nowwecanhonestlysay…tada! stuller’snewcontemporarymetalsjewelrycollectionembracesalltheexcitementandprice-friendliness ofnewmetals,thenbeststhemwithenhancementslikesuper-strongduratungsten®,andavastarrayof stylesandoptions.thelastcoupleofyearshaveproventoeveryonethatconsumersaren’tonthefence withwhatusedtobecalledalternativemetals—they’reonboard.theylovethesleekness,thetoughness, theattainability,thefun.wedotoo.andformanyyoungercustomers,thesepiecesareanythingbuta compromise: they’re where it’s at. a mix of items from the amalfi™, Ceramic Couture™, duratungsten® and men’s Collections. see page 43 for product information and pricing. the beautiful from duratungsten® and titanium to stainless steel and ceramic, innovative engineering packs strength and style. stuller.com the stuller standard | 25 contemporary metals d e a b C Ceramic Couture ™ p r n Q f l howcanmerealchemyformulatesomethingthatso g radiatesthedeeplusterandeasyperfectionofnature? stuller’snewCeramicCoutureCollectionisahigh-tech ceramicfromzirconiacrystalmixedwithabondingagent. piecesarepolishedondiamondwheels,resultingina j shinethatwilllastvirtuallyforever.theyfeelgreat.they look great. and they’re like nothing else out there. K m h a bright new style. a cool new feel. the breath of fresh air your customers are craving. Ceramic Couture™ designs: a. Cr007 polished beveled dome, $120 b. Cr001d band with three diamonds in 14kt gold bezel, .10 ct tw, $462 C. Cr0043 faceted band with tungsten inlay, $240 d. Cr0020 ridged band, $120 e. Cr022 band with sterling silver inlay, $240 f. Cr058 beveled band with tungsten inlay, $200 g. Cr006 polished faceted band, $120 h. Cr013 white band with 14kt gold inlay, $369 j. Cr005 polished faceted band, $120 K. Cr011 polished pink domed band, $120 l. Cr047 band with satin tungsten inlay, $240 m. Cr001d band with one diamond, .05 ct, in 14kt gold bezel, $264 n. w078218 black Chronograph with rose gold- bonded ip Case, swiss isa8171 movement, date function, sapphire crystal, stainless steel clasp, $585 p. w1000 pink watch, swiss movement, date function, sapphire crystal, stainless steel clasp, $444 t Q. w1013 white watch with Cubic Zirconia, date function, sapphire crystal, stainless steel clasp, $540 r. w1004 black Chronograph, japan os20 movement, date function, sapphire crystal, stainless steel clasp, $589 s. w1002 white Chronograph with Cubic Zirconia, japan os20 movement, date function, sapphire crystal, stainless steel clasp, $648 t. w8003 black watch with rose gold-bonded ip Case & Cubic Zirconia, japan vx42 movement, s sapphire crystal, stainless steel clasp, $486 stuller.com the stuller standard | 27 contemporary metals duratungsten ® the power within a asifit’snotimpressiveenoughinitsengineering:stuller’s exclusive,patent-pendingformulaisfarandawaythestrongest, b mostdurableandresilienttungstentodate.theseringsare virtuallyscratchproof.butcheckoutthestyling—dynamic, modern,fearless.withsomuchgrooveineverygroove,there’s C really just one word for this stuff: cool. d K e g f l h n j m duratungsten® designs: a. tar008 beveled band with satin finish, $152 | b. tar369 band with black Ceramic inlay, $380 | C. tar463 black antiqued grooved band with 14kt gold inlay, $354 | d. tar477 grooved satin & polished band, $180 | e. tar499 ridged band with bark-finish inlay, $180 | f. tar360 domed band with black ip & gray laser stripes, $180 | g. tar362 beveled band with gold foil inlay, $180 | h. tar296 beveled band with sterling silver inlay, $200 | j. tar252 ridged satin & polished band, $152 | K. tar382ds beveled band with .05 ct diamond, $270 | l. tar276 beveled band with black Carbon fiber, $180 | m. tar393 ridged band with sterling silver inlay, 10mm, $260 | n. tar371 ridged band with gold-bonded ip, 6.3mm, $180. (ip = immerse plating) visit stuller.com for more details and more product choices. 28 | the stuller standard stuller.com a cheat chart metallurgy mojo what your metal what is it? Characteristics Cool factor fact & fiction says about you duratungsten wolframite and 27% lighter than most without tungsten, fiction: if a tungsten “i’m cutting edge, scheelite team up to tungsten bands. we wouldn’t have the band gets stuck, it’s fashion-forward.” form tungsten. steel grey to light grey filament in light bulbs. impossible to remove. in color. scratch proof. fact: a revolutionary new ring cracker aims to make removal easy and fast. titanium the ‘space age’ immerse plating it’s named after the fiction: titanium is “inner strength is fine, metal is derived from (ip) produces colors titans, sons of the new to the market. but outer strength mineral deposits rutile from medium blue earth goddess in fact: titanium was matters too.” and ilmenite. to bronze. Corrosion greek mythology. discovered in 1791 in resistant with a england and has been lustrous finish. used in various indus- tries ever since. stainless steel the steel alloy shiny gray in color, this 316l stainless fiction: stainless steel “iron man has nothing carries at least 11% lightweight and is the same material will never stain. on me.” chromium. hypoallergenic. as the stent used in fact: never is a strong medical applications. word. eventually and it’s 100% stainless steel can recyclable. stain, but it takes a very long time. Ceramic an inorganic, non- available in a variety emerging star at the fiction: Ceramic is “i’m not just pretty, metallic substance, of colors from black milan and tokyo just for pottery and i’m pretty cool.” which is alternately to pink. scratchproof, fashion shows. floor tiles. heated & cooled. lightweight, fact: hi-tech ceramic hypo-allergenic, is a widely popular heat resistant and choice in jewelry. fade resistant. energy of youth: draw the next generation into your business now inthe‘60s,theywerefarout.todaythey’refarflung.young become a must-have category. “it’s not about price, womenandmen—we’retalkinglateteensthroughdeep it’s about choice,” says glenn miller, stuller’s vp of twenties(andnotignoringtheage-unspecifiedyoung-at- contemporary metals. “it’s about going against hearts)—currentlyhaveawide-ranging,anything-goesstyle the grain.”stuller’s got a big selection of pendants, ethos.Creditmusicicons,sportsstars, crosses,braceletsandringsthatwillgrabtheattentionof evenrealitytv.or,maybeit’sjust anyyoungercustomerinyourstoreorcheckingoutyour thefearlessnessofyouthitself. website.bytheway,they’renotexpectingyoutobesocool, but they like a lot of different so the surprise alone is worth it. looks, and they like them out there. bold. unorthodox.the fact that these rebellious left: pja9006 stainless steel & Carbon fiber dog tag with 10kt gold Cast eagle, $162 | Center: pja997 stainless piecessitatveryeasypricepointsguarantees steel & black enamel Cross, $145 | right: 67492 stainless movement,butthat’shardlytheonlyreasonthey’ve steel ion-plated pendant with 1mm diamond, $177 stuller.com the stuller standard | 29 contemporary metals she’s gotta have it the light and lively amalfi™ line your customers will swoon over every aspect of the new amalfi line. solight.sofun.(soreasonablypriced.)softstainlesssteelmeshinchain-style necklacesanddouble-knotbraceletsthatjustfloatontheskin.light-as-air earringsinrichandglowingtones.andlotsmorewherethesecomefrom. fn279 36" stainless steel mesh necklace with rose gold-bonded ip, $192. to explore the complete Contemporary metals Collection, go to stuller.com. 30 | the stuller standard stuller.com fb270 stainless steel mesh Knot bracelet with rose gold-bonded ip, 7.5", $104 a b b878 ladies’ stainless steel with gold-bonded ip, 7", $174. a. e194 stainless steel hoop earrings, $23 | b. e194 stainless steel hoop earrings with Chocolate bonded ip, $48 | C. e196 stainless steel shrimp hoop earrings with rose gold bonded ip, $47 | d. e195 stainless steel twisted hoop earrings with gold bonded ip, $33 C e. l887 polished stainless steel Cuff link with Chocolate-bonded immerse plating, $199 f. b890 polished stainless steel with Chocolate-bonded ip, 8.3”, $126 | g. b407 polished stainless steel with black & Chocolate ip, 8.4” $236 d modern man f g elegance with an edge e themen’slineofstuller’snewContemporarymetalsjewelryCollection offers tailoring with‘tude. Curvilinear polished stainless steel chains.stainlesssteelbraceletsinawiderangeoflinksandcolors. fashion-consciouscufflinksinchocolateimmerseplating. rich. b615 stainless steel polished link Chain, 24", $263 stuller.com the stuller standard | 31 67584 stunning effect achieved by cathedral center with channel-set shoulders and matching channel-set band. for pricing and product information see page 43. Clockwise from left: 67799, 68044, 67961, 67789 a quartet of less conventional center shapes—diamond-encrusted and enriched by cathedral styling and split shanks. The Dazzle Is In The DeTaIls sparkling bridal rings that redefine opulence As a jeweler you don’t take bridal lightly. It’s the center stone really, that ultimate mark of your value. And it’s a business that sails through every storm, the one sure thing. Well, this latest selection of rings won’t be taken too lightly either, so elaborate in design and robust in diamonds are they. No pared-down trinkets, these. They make an entrance. They’re sophisticated. Intricate. Formidable. And maybe exactly what you need to put your bridal business over the top. 67796 Charming scallop detail carries over to the matching band. 67796 graceful curves frame the center diamond, offset with a simple matching band. 67785 unique design features half-moon side diamonds flanking the princess-shape center. 67721 Cushion-shape melee frame dramatizes the round center diamond. 67791 Cathedral styling with diamond accented shoulders sets off the princess-shape center. 34 | the stuller standard stuller.com 34 | the stuller standard stuller.com Whether the bride is looking for a modern solitaire or she is more inclined to an eruption of gemstones, Stuller gives you access to a broad array of exciting new styles and updated classics. Everything from cathedral styling to micro pavé to Celtic designs, always with the option to switch out diamonds, modify shank size or add a matching wedding band. Elaborate or simple, contemporary or vintage, white gold, yellow gold—you name it, we have it. And everything else that’s on a bride’s checklist, from wedding day jewelry, pearls for bridesmaids, cuff links for the groomsmen, wedding party gifts and engraving. See more of the collections at stuller.com. 67851 the matching band echoes the delicate flow of melee around the center diamond. 67577 simply beautiful: a classic princess-shape solitaire setting enhanced with diamond accents. 67964 soft sweeping lines of this set wrap around the center diamond. 67797 halo effect around the asscher-shape center spills over to shoulders and matching band. for pricing and product information see page 43. stuller.com the stuller standard | 35 stuller.com the stuller standard | 35 A GAlAxy of Gemstones Stuller’s already deep inventory of gemstones is a world of surprise and delight. Everything from rubies and emeralds to unusual gems such as alexandrite, purple spinel, moonstone and tourmalinated quartz. Explore these and hundreds more at stuller.com. f a e C d b a. black box gemstones® square tanzanite | b. black box gemstones® oval red spinel | C. genuine square moonstone | d. black box gemstones® oval precious topaz | e. black box gemstones® antique square aquamarine | f. 67673 genuine Citrine, amethyst, swiss blue topaz, pink tourmaline, peridot & mozambique garnet bracelet, 14kt yellow, 48, 43, 77, 83, 61, 57, $245. mounting #brC616 | g. black box gemstones® oval spessartite garnet 36 | the stuller standard stuller.com m j g K n p l h h. square genuine rose Quartz | j. oval genuine rutilated Quartz | K. 67804 genuine tourmalinated Quartz ring, 14mm x 14mm, sterling silver, 195, $309. mounting #71479 | l. black box gemstone® antique square Chrome tourmaline | m. 67805 genuine aquamarine ring, 14mm x 14mm, sterling silver, 206, $555. mounting #71480 | n. black box gemstone® antique Cushion pink tourmaline | p. black box gemstone® round purple spinel stuller.com the stuller standard | 37 40 years young four decades of commitment, camaraderie—and sometimes costumes it began with one hang out with my friends,” says mike melvin, man’s vision… and r&d associate process engineer and a 28-year a bit of discretion. for many stuller vet. “we worked 10-, 11-, 12-hour days of us who have been here together in our regular jobs, and then we’d pitch 20 years or more, stuller, in to help other areas finish their work. even after inc., was once something work, we would all hang out. it was a family.” akin to el dorado, the and a talented family at that. “it’s great to work legendary lost city of gold— with folks who are so creative, people you can people had heard of it, but really get things done with,” says john butler, did it really exist? a large also an associate process engineer. “we are jewelry wholesale business always pursuing something we can be proud of.” tucked away in lafayette, louisiana? on his first and the core of that pride comes from stuller’s visit to the facility, a rather bedrock commitment to our customers. “it’s nondescript building at so strong that if we have to hand walk a piece the time, Ken dugas, now of jewelry from one department to the next to executive director of stuller make sure it gets to you when we say it will, overstock, got a good startle. we do,” says jim hebert, executive director of “a security officer asked me maintenance. “i saw the devotion and teamwork if i had any weapons on me. during my first holiday season. after the regular talk about unsettling!” work day, our engineering team went to work on a polishing bench, or in shipping, or wherever else that slight intimidation help was needed, so we could get the orders out.” notwithstanding—necessary given the value of the cache yet being driven and focused doesn’t preclude how sweet it is: matt oversees quality within—stuller quickly control of the 40th anniversary cake. a little fun, whether it’s an indoor mardi gras proved to be a convivial parade for employees who work on fat tuesday and happy place. “going or a halloween costume contest where you to work was like going to might see the vp of findings dressed as a Kera™ stuller founded metal mold moved into new facility. implemented 5pm 1970 technology launched finished anywhere-in-your- introduced jewelry line time-zone cutoff 1987 1990 1994 1985 1st to offer overnight delivery left: Karl Kruger, master diamond Cutter below: the old stuller sales department, adjacent to bead, or the vp of bridal matt’s office, circa mid-80’s playing “frank” in a bride of frankenstein tableau. there are a lot laughs here, and a few practical jokes including one metallurgical prank played on matt when he unwittingly handled a silver brick secretly swabbed with light- sensitive silver nitrate; his hands turned purple and stayed that way for in-house halloween. Clockwise from top: Craig race, two weeks. vp of bridal; glenn miller, vp of contemporary metals; michael Clarke, vp of finished jewelry; and but then again, matt has elizabeth brehmer, vp of findings always been a hands- on guy, a jeweler first and foremost who, in the early days, parked himself at the work table alongside everyone else. “in one sense, it seems i’ve been working a hundred years,” matt says today, marvelling at the journey in the rearview mirror, “but oddly 40 years also seems so short.” and he can’t help but add (because he means it): “wait ‘til you see what we do in the next 40.” —miriam werquin above: sheet metal is guided through metal fabrication equipment right: feeling the heat in our metals division nothing to fear but fabrication itself. diamonds in hand: matt with harold dupuy, Chief stuller timeline merchandising officer (standing) and stanley Zale, vp of diamonds launched launched groundbreaking for Contemporary metals stuller.com new expansion initiative 1997 2001 2010 2005 2009 became a dtC partnered with sightholder™ gemvision, developed Countersketch studio™ and live diamond try on app stuller.com the stuller standard | 39 from with love designer galina stoudenkina left the soviet union with little more than her talent; honed her artistry at tiffany; and imbues every piece she creates with a passion bordering on fanatical galina stoudenkina thinks her eagerness to try new things may have been inspired by her journalist uncle. as a “galina is one girl growing up in soviet-era of our strongest moscow, she was impressed creative resources by how he would take on and always brings a different jobs for short stints, fresh point of view to our to write about the experiences. design discussions,” says adrienne so by the time she was in her Keleher, executive director mid-twenties, she herself had of product design & development. “she aspired to be a flight attendant, has a real gift for styling and a true passion a waitress, a bartender, a fashion for jewelry.” stylist, a puppeteer and, most enthusiastically, an actress. her design aesthetic, fortified by discipline “there are visual people, hearing and determination, first landed stoudenkina people and touching people, a career in moscow as a graphic designer at and i’m a touching person,” a big publishing house. but in the late 1980s, hypothesizes stoudenkina (sto- the oppression of the petering-out soviet den-Kee-na). “i have to system, the bleakness there, plus a palpable touch something before i anti-semitism around her, compelled her to “you never stop being a student if you want to keep pace with the times,” says stoudenkina. know if it’s for me. i have take a chance on far shores. a brother-in-law’s to burn my wings.” brother living in new york helped bring her over, and she’ll never forget that first glimpse by her own reckoning she was a distracted actress. “in one play i of manhattan. “the skyline resembles was a medieval soldier, and i was always turning opposite of where sharks’ teeth,” she says. “it’s a beautiful city, i was supposed to!” so the russian theater world lost a direction- the capital of the world, but it’s difficult and impaired thespian, and stuller gained a design star. stoudenkina it’s biting.” (does everyone in russia speak creates—from hand, from eye, from her imagination—exquisite in Chekhovian imagery?) remarkably galina finished pieces. took her own big bite out of the apple: within “if i study something for a long time,” she says, “then i can do it.” a year she was signed on with tiffany as a 40 | the stuller standard stuller.com graphic designer and in no time worked her way through bookplates, stationery and on to silver tea sets and such. “then they discovered i could draw jewelry.” eventually, through drive and good mentoring, she was creating diamond-and-sapphire necklaces and other top-tier pieces in what became a 15-year run at the fabled brand. “it was a very protected world back then,” she says of tiffany. “even rain didn’t reach you.” (there she goes again.) matt stuller lured her to louisiana after seeing her portfolio, and it wasn’t a hard sell on his part. “everyone knows this company,” she says. “i’d only heard good things and i wanted a new challenge.” now having been at stuller, inc. for two-and-a-half years, stoudenkina is grateful for the chance to expand beyond strictly drawing to learning Cad and more. “if you want the end piece to look like the beginning, you have to stay involved in the whole process.” she says seeing her sketches pop to virtual life on the computer “is magic,” but points out that there’s a lot of science behind the prestidigitation. “jewelry is like architecture. there are rules. paper trail: many sketches yield one perfect design, it’s about construction and making connections, yet also making it unique.” like the sterling silver and and no one sets as high a bar as galina herself. “i don’t do one concept, diamond pendant in a that’s not enough, not even three. it has to be like 15—minimum.” when victorian vernacular, from stuller design head adrienne Kelleher compliments one of stoudenkina’s the serena Collection, top. right, a ring isn’t just a creations, galina’s wry russian skepticism piece of art, it’s a slightly comes to the fore. “i’ll say ‘i don’t believe smudgy math problem. you.’ then i’ll look at it later and say ‘not so bad.’ ” adapting to life in south louisiana is its own art. gumbo’s a good bit spicier than borscht, for one thing, and then there’s the overt friendliness, which neither moscow agtatucsonshow nor new york had prepared her be sure to stop by the stuller booth for. “if you make eye contact people (1700)whilevisitingthetucsongemfair, will smile and say hello. it’s nice.” and feb.1-6.takeadvantageofspecialshow colleagues had to adapt to her more-than-lingering russian accent, like the young guys in her department whom she alarmed when they heard her ask pricing on select items and take a peek whether lafayette had “a mature theater.” (yes, lafayette supports amateur atsuchnewproductsasstullerprecision theater). another new adventure for this adventure-embracing woman: melee™diamonds,one-of-a-kindblack driving. “i’ve already been in several small accidents,” she confesses with boxgemstones®,southseaandtahitian a grin. “i’m an emotional person. my emotions drive me—and sometimes ornamentalpearlsandmuchmore.enjoy they drive the car.” if she’s distracted, at least it’s in the service of beautiful jewelry. “i’ll be thinking ‘how will i connect this gallery to this stem’ and i live-at-the-benchdemonstrationsbystuller almost miss the yield sign. my mind flies in all these directions!” —tim allis prosatthegem&jewelryexchange(gjX), booths 2305-2306 and 2405-2406. galina’s glory left: 67715 multi-gemstone earrings from the susanna Collection, 14kt yellow, $2,729 per pair Center: 67319 diamond bangle bracelet from the layla Collection, 11/2 ct tw, 14kt two-tone, 33, $8,005 top: 69283 diamond necklace from the serena Collection, 1/10 ct tw, sterling silver, 239, $199 stuller.com the stuller standard | 41 mother’s day, Confirmation, or just because... a bouquet of fresh new styles left to right: 71413 3-stone family ring, 14kt white, $735 | 84559 3-stone family pendant, 14kt yellow, $465 | 84562 4-stone family pendant, 14kt white, $475 | 71406 3-stone family ring, 14kt yellow, $1,065 | r45228 musical locket (plays my girl), sterling silver, $99 | r45226 musical Cross rocket (plays unchained melody), sterling silver, $105 | r42205 diamond Cross pendant, 3/8 ct tw, 14kt two-tone, $1,185 | r42220 black enamel Cross with diamonds, 14kt two-tone, $855 | r42254 fancy pierced Cross with diamonds, sterling silver, $185. see details and more selections at stuller.com. accessjamemberperks news & notes saveupto$6,000ayearthroughthenew jewelersof americamemberperksprogram,withmorethan30 businesseslineduptogivejamembersdiscountsonoffice supplies,electronicsandmore.visitwww.jewelers.organd gotobusinessresources,discounts&memberperksfor more details. see you at the shows! alsojaretailmemberscannowlocategoodsandservices tobenefittheirbusinessesfromjamembercompanies Come say hello and check out our newest jewelry plus a wide array of services likestuller,inc.findcompaniesbynameorbythegoods and software, custom marketing options and bench tools. andservicestheyprovideatwww.jewelers.org/retail/ january 22-24: rjo • booth tba • phoenix, aZ findsupplier/.“withamembershipthatconsistsofsomeof february 1-6: agta • booth 1700 • tucson, aZ themostprofessionalbusinessesintheindustry,itmade february 1-6: gjX • booths 2305-06, 2405-06 • tucson, aZ sensetoconnectretailandsupplierbusinesseswhoshare february 27 – march 1: ja winter • booths 1130-32, 1159-61 • new york jewelersofamerica’scommitmenttoprofessionaljewelry march 5-7: sjta • booths 1209-1312, 1309-1412 • atlanta practices,”saysjachiefoperatingofficerrobertheadley. march 13-15: mjsa • booth 1000 • new york march: stuller workshop • Corporate hQ • lafayette, la april 2-4: instore • booths 1400-06, 1501-07 • Chicago april 27-30: ags Conclave • (members only) • san francisco may 26-29: snag • booth tba • seattle 42 | the stuller standard stuller.com productinformation on the Cover, clockwise from top: the dazzle is in the details bridal Collections (all center diamonds sold separately.) 67928 genuine honey Quartz ring, page 32 18mm x 13mm, 67584 round-center 67785 princess-shape sterling silver, $255 semi-mount, 14kt white, 32; semi-mount, 1/2 ct tw, 14kt white, 67918 genuine 1/2 ct center, 1/3 ct tw, $955; 32; 1 ct center, $3,025; 11/4 ct center, $2,999 fluorite ring, ¾ ct center, 1/3 ct tw, $1,045; 20mm x 15mm, 1 ct center, 1/2 ct tw, $1,235; sterling silver, $365 67721 round-center diamond matching band, 67900 genuine semi-mount, ¾ ct tw, 14kt white, 1/3 ct tw, 32, $1,055 Checkerboard green-gold Quartz ring, 14kt white, 32; 1/2 ct center, 15mm x 15mm, sterling silver, $255 $1,645; ¾ ct center, $1,729; 1 ct center, b $1,715; 11/2 ct center, $1,755 a the bold & the beautiful pages 24-25 C Contemporary metals jewelry Collection 67791 princess-shape semi- mount for 1 ct Center, 3/8 ct tw, 14kt white, 32 $1,119 a. e196 shrimp-texture hoop earring with rose-gold bonded ip, 5mm x d page 33 40mm, $47 per pair page 35 b. Cr006 black faceted dome Ceramic a. 67799 oval-shape semi-mount for 1ct band, 8mm, $120 Center, ¾ ct tw, 14kt white, 32, $1,745 67851 round-center semi- C. tar371 ridged duratungsten® gold b. 68044 pear-shape semi-mount for ¾ ct mount for 1 ct Center, 3/8 ct ip band, 6.3mm, $45 Center, 7∕8 ct tw, 14kt white, 32, $1,909 tw, 14kt white, 32, $1,099. d. Cr013K white Ceramic band with C. 67961 emerald-shape semi-mount for diamond matching band, 14kt gold inlay, $123 11/4 ct center, ¾ ct tw, 14kt white, 32, $1,835 1/5 ct tw, 14kt white, 32, $545 e. Cr047 black Ceramic band with satin d. 67789 marquise-shape semi-mount for tungsten inlay, 8mm, $240 ¾ ct center, 3∕8 ct tw, 14kt white, 32, $1,165 67577 princess-shape f. tar008 beveled duratungsten band semi-mount for 11/4 ct with satin Center, 8.3mm, $152 Center, .07 ct tw, 14kt page 34 g. tar276 beveled duratungsten band white, 35, $565 with black Carbon fiber, 8.3mm, $45 67796 round-center semi-mount h. tar393 ridged duratungsten band for 1 ct center, 1/6 ct tw, 14kt white, 32 $649. diamond matching band, 67964 round-center with sterling silver inlay, 10mm, $65 1/6 ct tw, 14kt white, 32, $575 semi-mount for ¾ ct j. tar499 ridged duratungsten band center, 14kt white, 3/8 ct tw, with bark finish inlay, 8.3mm, $180 32, $1,145. diamond K. l887 stainless steel Cuff links with 67864 round-center semi- matching band, 1/5 ct tw, Chocolate-bonded ip, $199 per pair mount for 1 ct center, 1/4 ct 14kt white, 32 $609 l. b890-Cip-8.5 stainless steel bracelet tw, 14kt white, 32 $1,029. with polished Chocolate ip, 8.5" $32 diamond matching band, 1/8 ct tw, 14kt white, 32, $509 67797 asscher-shape semi-mount for ¾ ct Center, 14kt white, ¾ ct tw, 32 $1,485. diamond matching band, 1/2 ct tw, a 14kt white, 32 $1,179 h C see more selections and complete d product information at stuller.com. e j l f g b K stuller.com the stuller standard | 43 mAsteRPIeCes In mInIAtURe Introducing Bella Viaggio Today’s world thrives on mass production. Step back in time with Venetian glass artisans who hand form these beads from Effetre Murano glass, embellishing them with 24kt yellow gold, white gold and silver foils with aventurina accents. One at a time. Each is its own small work of art. To see our full collection of Kera™ beads, bracelets and necklaces, visit stuller.com.
Pages to are hidden for
"retail - Download as PDF"Please download to view full document