With Valentine’s Day being right around the corner, finding the perfect gift for your love one can be nerve racking. Should you go for something more traditional like a heart shaped box of chocolates with a dozen red roses? Or should you do something more memorable like a weekend getaway to a romantic destination? Any of these suggestions will work but, why not go for something more memorable? Something they can always look back at and cherish forever? Make this Valentine’s Day the one to remember by getting your sweetheart a stunning piece of jewelry. What woman wouldn’t like a heart shaped pendant, diamond stud earrings, a charm bracelet, or anything that sparkles? Men are even wearing jewelry more now than in the past generations. Bracelets, watches, cuff links, rings and even money clips are excellent gift choices for your stud muffin.

For the Ladies

Show her how much you love her with a precious diamond heart pendant. It’s perfect for your wife, girlfriend, mom, sister or any lucky lady that has a special place in your heart. One of our PJI members, Alter’s Gem Jewelry in Beamont, TX, has a gorgeous Diamond Heart Pendant for you.

Let your girlfriend know that you will be true and faithful to her with a heart shaped promise ring. At Brownlee Jewelers in Charlotte, NC you can purchase a beautiful 14Kt White Gold Heart Shaped Ring. It will definitely take her breath away.

Heart shaped earrings will also put a sparkle in that lucky lady’s eye. The Source in Rochester, NY has a beautiful pair of dangling 14kt yellow gold and sterling silver heart earrings to offer you.

For the Men

Men appreciate getting diamond jewelry on Valentine’s Day as well. G.M Pollack in Scarboro, ME offers a masculine Titanium Dual Finish Diamond Bracelet. It has just enough bling to show him your appreciation.

Men’s watches are one of the most important accessories a man can own. Today they come in many different styles, colors, and sizes. Justice Jewelers in Springfield, MO offers a very nice variety of watches to choose from. This one here is a Stainless Steel Gents Bulova Accutron Kirkwood Quartz Chrono Watch.

Does your man wear a lot of suites? Than cuff links will be the perfect accessory for him. Cuff Links are fancy, yet subtle but, claim authority all at the same time. They also show an eye for detail. Corbo Jewelers in Rutherford, NJ has a 14K White Gold Cuff Link with beautiful mother of pearl inlays.

So make this Valentine’s day a memorable one and give your local PJI Jeweler a visit today.

To find a PJI jewelers by you check out our Membership List!

President of DEF and CEO of Mercury Ring Corp, Phyllis Bergman, kicked off the event with a short video. The video explained the purpose of D.E.F. and honored the award winners. Honorees of the event included Varda Shine the Managing Director of Diamond Trading Co., Ivanka Trump of Ivanka Trump Fine Jewelry, Rio Tinto and Rebecca Foerster the manager of its U.S. representative office, and Sterling Jewelers and its Senior Vice President of Merchandising Ed Hrabak.

From Left to Right: Ed Hrabak , Rebecca Foerster, Ivanka Trump, Phyllis Bergman, Ivanka Trump Fine Jewelry CEO Andrea Hansen and Dr. Ben Chavis, DEF’s senior strategic advisor

D.E.F.’s Mission

Founded in 2007, The Diamond Empowerment Fund™  is a non-profit international organization with the mission to raise money to support education initiatives that develop and empower economically disadvantaged people in African nations where diamonds are a natural resource.

Established by individuals and businesses in the diamond and jewelry industries and others who are committed to the empowerment of Africa, we believe education is one of the most critical elements that powers society and empowers individuals to realize their full human potential. D.E.F. endeavors to partner with African education organizations that have a proven methodology for helping young people achieve success through self-determination, focus, and opportunity.

Their Vision – Helping Africans Help Africa

The Diamond Empowerment Fund envisions a future when poverty in African nations where diamonds are a natural resource is dramatically reduced through successful fund raising initiatives by the diamond jewelry industry to support projects that educate and empower Africans locally. D.E.F. envisions an effort involving the following:

• Diamond jewelry industry supporting D.E.F. through the sale of their products with donations to the Fund;
• People donating to the Fund and also choosing to purchase diamond jewelry products that support D.E.F’s mission;
• African individuals, educational and service organizations, and government entities addressing poverty and education in keeping with D.E.F’s mission.

The “Green Bracelet”

D.E.F.’s offers a few ways to donate and support their mission.  One way to help their cause would be to purchase the “Green Bracelet”. A percentage of the profit supports D.E.F.

The “Green Bracelet” is the symbol of the Diamond Empowerment Fund. The rough diamond and malachite Green Bracelet was created by Simmons Jewelry Co. to help support educational initiatives that develop and empower people in African nations where diamonds are a natural resource.

Green has long been associated with the continent of Africa and its rich natural resources. For example, Green is one of the three colors of Pan- Africanism represented in the flags of several countries.

For Simmons Jewelry Company, Green provides inspiration and reminds everyone of Africa’s most important natural resource, the human being.

You can find out how to  purchase the ” Green Bracelet” and support D.E.F’s mission by clicking on this link: http://www.diamondempowerment.org/green-bracelet/

To learn more on how you can help DEF and support the economically disadvantaged people of Africa please go to  http://www.diamondempowerment.org/category/how-you-can-help/

Source: Diamond Empowerment Funds “Mission and Vision Statement” January 11,2012  http://www.diamondempowerment.org/mission/

Source: Diamond Empowerment Funds “Green Bracelet” January 11,2012 http://www.diamondempowerment.org/green-bracelet/

KATIE HOLMES

On June 17, 2005 Tom Cruise popped the question to Kaite Holmes at the top of the Eiffel Tower in Paris. He presented to her a beautiful four carat oval diamond. The diamond is surrounded by rose gold and mounted on a platinum diamond band. The pairing sounds slightly odd but, the finish product sparkles off of Katie’s finger in a beautiful elegant way.

NATALIE PORTMAN

Dancer and Choreographer, Benjamin Millepied, stole Natalie Portman’s heart on the set of “Black Swan”. Millepied and Portman announced their engagement and pregnancy in December of 2010. This beautiful vegan actress was given the perfect eco-friendly ring. The $35K ring is made up of a 3 carat vintage oval diamond. The setting is made from recycled platinum and the halo of pave diamonds that surround the center stone come from a conflict free mine. Our PJI member Symth Jewelers in Maryland have a similar Diamond Engagement Ring.

JESSICA SIMPSON

Jessica Simpson was shocked when her boyfriend Eric Johnson popped the question. The former tight end of the New Orleans Saints decided not to go with the traditional diamond ring. Instead he gave her a $100K vintage ruby ring flanked by two diamonds and set in yellow gold from Neil Lane. If you like this look Amidon Jewelers has a similar Ruby Ring for you.

CARRIE UNDERWOOD

On a beautiful Sunday afternoon Mike Fisher from the Ottawa Senators hockey team asked Carrie Underwood for her hand in marriage at his home in Ottawa, California. The ring he picked out is a huge 5 carat oval yellow diamond surrounded by rows of pave diamonds from designer Jonathan Ardnt. For a similar look check out Corbo Jewelers in New Jersey.

HEIDI KLUM

Seal and Heidi Klum took a helicopter ride to the Whistler Mountain in British Colombia. There, on a glacier, in uncharted terrain Seal had an igloo made just for the moment. In the igloo had a bed with rose petal and candles everywhere. Then in front of this beautiful landscape he got down on one knee and pulled out a stunning 10 carat yellow diamond ring.  The extraordinary oval fancy yellow diamond is set in with a canary yellow pave band. The ring is estimated to be worth over $150K. Lauray’s in Hot Springs, Arizona has a  stunning Yellow Diamond Engagement Ring that will make you feel like a star.

MARIAH CAREY

One night on the rooftop of Mariah Carey’s Manhattan apartment, Nick Cannon proposed with a 17 carat diamond ring. Cannon gave Carey the perfect ring to compliment this diva. The center stone is a square emerald-cut pink diamond. It is surrounded by 58 pink diamonds and half moon diamonds on each side.  Cannon spent a whopping $2.5 million on this stunning engagement ring.

BEYONCE

Rapper Shawn Corey Carter, known as Jay-Z, decided to cancel several appearances to fly out to France to take his girlfriend Beyonce for a surprise vacation to the Cannes. There he allegedly popped the question with an 18 carat emerald cut flawless diamond ring by Lorraine Schwartz. The ring is valued to be more than $5 million dollars.

KATE MIDDLETON

While on vacation in Kenya with friends, and not expecting it at all, Prince William proposed to his girlfriend Kate Middleton. He took her to a secluded lake on the slopes of Mount Kenya. This location is only accessible by helicopter. There, against the breathtaking backdrop of Rift Valley he proposed. He used a ring that is very dear to his heart, for it is the ring that belonged to his beloved mother Princess Diana. The 18 carat blue sapphire ring has a white diamond halo surrounding it. Diana, who sadly passed away in 1997, chose the ring after becoming engage to Charles in 1981. Brownlee Jewelers has a smaller verison of this beautiful Blue Sapphire Ring.

KATHERINE HEIGL

Katherine Heigl didn’t exactly propose to her now husband Josh Kelly but, she did strongly suggest it, “I didn’t propose to Josh – but I suggested strongly that he should propose to me. One day we were sitting in my house, chatting and having a glass of wine, and I said, ‘How do you feel about marriage? Where do you feel this relationship is going? Because I don’t just want to date anymore.” Heigl said. Josh took the hint and set up a romantic night for the two. He arranged for Heigl to be picked up. What she thought was just going to be dinner turn into the night she was waiting for. The car took her to the bungalow where they met. There he asked her the question she was waiting for and presented a 3 carat pear cut diamond. The center stone is mounted on a platinum solitaire setting with pave side diamonds to accent it.

HILARY DUFF

Paparazzi was able to catch Mike Comrie propose to Hilary Duff. What they thought was a secluded moment was captured in pictures for the world to see. In the shoots the two can be seen relaxing in their hotel room on their Hawaiian vacation. There Mike gets on one knee and proposes to Hilary with a 14 carat, radiant cut diamond. Shocked and excited Hilary says, “Yes!”, and lots of cuddling begins. Soon after Hilary is caught taking pictures of her diamond ring with her cell phone to show off to her friends and family.

Even Kim Kardashian dropped $64,000 for three jade and diamond bracelets. “Elizabeth Taylor was an idol of mine, and I’m honored to now own something from her collection,” she told Us Weekly. “The Lorraine Schwartz jade bracelets are special because jade transfers energy, so I will cherish these bracelets with her energy in them for the rest of my life!”

Here are the top five items with the highest bids.

1. The La Peregrina necklace, $11,842,500:

This necklace was designed by Cartier. This 16th century La Peregrina Pearl is used as the center piece for this necklace. This stunning pearl was once owned by several generations of royalty. The necklace also posses several diamonds, rubies and sixty more pearls. Richard Burton bought this necklace in 1969 for $37,000 as a Valentines gift for Elizabeth Taylor.

2. The Taj Mahal pendant, $8,818,500:

This pendant was once owned by the great emperor Shah Jahan. He built the Taj Mahal in memory of his wife. The center of this stunning pendant is a heart-shaped cut diamond that is inscribed with the name Nur Jahan, the wife of the Mughal emporer. It is outlined by red stones, jade and diamonds and then mounted in gold. Taylor received this gift from Burton for her 40th birthday in 1972.

3. The Elizabeth Taylor diamond ring, 8,818,500:

The 33. Carat, D colored, potentially internally flawless diamond was set on a platinum ring and flanked by diamonds baguettes. Taylor wore this ring almost everyday. She received it on May, 16th 1968 from Burton who paid $305,000 for it.

4. A Bvlgari emerald and diamond brooch, $6,578,500:

This gorgeous brooch was an engagement gift from Burton. The rectangular-cut Emerald is mounted in platinum and surrounded with diamonds. Most likely purchased from one of the many trips Burton made to the Bulgari boutique on Via Condotti in Rome from 1962-1967.

5. A Bvlgari emerald and diamond necklace, $6,130,500:

In celebration of their marriage in 1964 Burton gave Taylor this amazing necklace. This necklace also came from one of his trips to the Bulgari boutique on Via Condotti in Rome. This necklace has 16 rectangular and squared cut emeralds linked together by cluster of diamonds making it the perfect wedding gift for a girl who loves her jewels.

The soothing words of  Woody would always calm me down: 1.) Take a deep breathe. 2.) It’s going to be alright. 3.) Andie, maybe you can phrase that a different way. 4.) Let’s look at this a different way. 5.) Remain calm, it will all work out. 6.) I’m here for you.

Wow, what a caring man. Not just to me but to this organization and every last one of you. Whether you got to know Woody or not he has made an impact on this group and the jewelry industry, especially for the independent jeweler. I think that was our most common bond. Our passion for the jewelry store owner/operator and how far we could push the envelope of success. Woody always thought outside the box. He was one of our first retailers to pick up and travel to Israel and then to India. He loved this industry. He loved to help and share his knowledge and would be the first to tell you his failures and well as his successes.

Woody was like an older brother to me. I loved Christmas when he would call and say, “Peg needs a Chanel bag, how much is this gonna cost me?” He would laugh, and I would give him my lady’s name at Chanel because there is no Chanel in Springfield, MO. He would bitch and moan about the price but if he didn’t he wouldn’t be Woody.

He was one of my biggest fans, he was one of my loudest cheerleaders and he was our President for over 4 years. I wouldn’t let him go. Now I guess we have to. Like they say, “the good die young.”I certainly will miss my consultant, my confidant, and my friend. Woody, I love you and I always will.  -Andie

January- Garnet

Garnet is derived from a Latin word “granatus,” meaning “grain” or “seed. The name was given to the gemstone because of its resemblance to the pomegranate seed. This beautiful birthstone signifies eternal friendship, trust and can also be a protective gem for journeyers to keep them safe on their travel and have speedy homecoming.

February –Amethyst

The word Amethyst actually comes from the Greek word “amethystos,” meaning sober. Ancient Greeks believed that this gemstone would protect them from intoxication. The amethyst strengthens the bond in a love relationship, making the amethyst gemstone ideal for unique engagement rings. It is also believed to protect people with their struggles and help them overcome difficulty.

March- Aquamarine

This pale blue gem’s name comes from the Roman word “Aqua,” meaning water.  It is said to have fallen from the jewelry boxes of mermaids and washed up on beaches. Sailors wore the aquamarine gem as protection from dangers at sea. Symbolizing both safety and security, especially within long standing relationships, the Aquamarine gem is perfect for anniversary gifts. This gem has also been said to reawaken love in a tired marriage.

April- Diamond

Hindus called the Diamond “Vajra,” meaning lightening. This name was given to the diamond because of the way the light dances off of gem and the fact that it is harder than any other substance on earth. The Diamond is symbolic of everlasting love and making a promise of an enduring relationship. This gemstone is can be given as a gift for any occasion.

May- Emerald

French call the Emerald a “jardin,” or garden, because of its resemblance to foliage. The emerald is a symbol of rebirth and believed to give the owner foresight, good fortune, and youth. Wearing an Emerald can also bring wisdom, growth, patience, love and fidelity. All of these qualities are essential for a successful long lasting love.

June-Pearl

The Greeks say that pearls were hardened tears of joy, shaken the eyes of the goddess of love on the day she was born from the sea.  Also Ancient Chinese myths say that the pearls came from the brains of dragons. Pearls are nature’s perfect gift and are viewed as a mark of taste, refinement and purity. They are perfect gifts for celebrating a marriage or the birth of a child.

July- Ruby

The ruby is one of the most highly prized gems throughout history. Hindus call it “Rajnapura” meaning King of gems. When worn on the left hand it is said to bring good fortune.The glow of this gemstone is said to be an internal flame that cannot be extinguished making a gift of this stone symbolic of everlasting love.

August- Peridot

Hawaiians say that Peridot gems are tears that have been shed from the Volcano goddess Pele. This natives believed this because this gemstone is formed by volcanic activity.A gift of Peridot symbolizes vitality, strength and growth, both individual and within a relationship.

September- Sapphire

Sapphire comes from the Greek word “sapphirus” meaning blue. Kings and Priest favored this birthstone because they considered them symbolic of wisdom and purity. With the diamond being the first hardest gem, the sapphire gemstone comes into a close second.This brilliant blue Sapphire represents sincerity and faithfulness.

Smyth Jewelers – Sapphire Jewelry

October- Opal

The birthstone of October is the opal gemstone, a majestic mirage of colors that seem to explode in sparkling miraculous luminescence.  Deriving from the Latin word “opalus,” the opal means precious jewel.  One legend explaining the origin for this birthstone is that it fell from heaven in a flash of fiery lightning. The radiant opal gemstone is symbolic of faithfulness and confidence and will surely light up any occasion!

November- Citrine

Citrine derives from the old French word, “citrin”, meaning lemon.  This gemstone ranges in color from the lightest yellow to a dark amber. A gift of Citrine gemstone jewelry is the perfect gift for someone who is going thru tough times because it is symbolic for hope and strength.

December- Blue Topaz

Decembers Birthstone comes from the Sanskrit word “tapas,” meaning heat.  Ancient civilizations thought the blue topaz had cooling properties.  They would throw it into a pot of water to boil and or cool hot temperatures. This gemstone has many healing powers. It is thought to have the ability to cure insanity, asthma, weak vision and insomnia. Giving the blue topaz as a gift symbolizes love and fidelity.

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In 1985, October was ordained the National Breast Cancer Awareness month through a partnership with American Cancer Society and a pharmaceutical company now known as AstraZeneca. During this month the media, government, cancer survivors, and other organizations try to increase awareness of the disease and raise funds for research into its cause, prevention, diagnosis, treatment and cure.

Pink Jewelry for Breast Cancer

The pink ribbon design no longer needs to be used to support the cause. Throughout the years the color pink has become a symbol for breast cancer alone. Jewelry has always been a way to express one’s uniqueness. Today you can express yourself and support a cause all while making a difference. Many designers and retailers sell pink jewelry that has been designed to celebrate the survivors and those that are suffering from breast cancer. These designs have become more and more sophisticated and beautiful.

Two years ago Christina Applegate battled and conquered breast cancer. Today she is 100 % healthy and engaged to her boyfriend Martyn LeNoble, with whom she’s expecting her first child in the fall. Christina teamed up with jewelry designer Alex Woo and designed her own pendant to raise money for her Right Action for Women foundation.

The pendant is a tree and branches within a circle. It is offered in both silver ($198) and gold ($998). The design signifies balance, peace, harmony and the curves of a woman. The seven leaves represent each day of the week, reminding women to live everyday to the fullest. Christina has said, “I am so grateful to Alex for creating such a beautiful piece to benefit Right Action for Women. Proceeds from the necklace will help women at high risk for breast cancer to get the screenings and testing they need to beat this disease.”

Why Pink Ribbons?

The color pink symbolizes femininity in modern Western countries. It represents traditional feminine gender roles like caring for other people, being beautiful, being good, and being cooperative. The first known pink ribbons were given out to the participants of the Susan G. Foundations, “New York City Race for Cure” in 1991.  In the following year of 1992 National Breast Cancer Awareness made the pink ribbon its official symbol.

So in this powerful pink month let’s support the designers and retailers who donate funds to breast cancer research. As we celebrate the survivors don’t forget about the ones that have lost their battle with breast cancer.

PINK POWER!

The old jeweler’s joke about someone coming to your store late for an appointment and saying, “ Sorry, I was held up,” and the jeweler responds, “ Never say held up to a jeweler,” always gets a laugh from the customer. But, in reality, our security is something all of us need to be aware of.

Most of us know of a sales-rep who has been hit on the road. One of my friends heard a noise as he got his bags out of the trunk of his car. He turned around and was hit in the head with a piece of pipe. He was robbed, but is here today to tell the story. Another sales-rep was followed, and when he got out of his car was confronted by several men with guns. He was pushed to the ground, robbed and, fortunately, not hurt. Both of these people are smart, savvy, long-time members of the jewelry community. If it can happen to them, it can happen to any of us. So what lessons do we take from their misfortune?

Lesson #1: Always look behind you. If you are carrying jewelry to your repair shops, don’t allow yourself to become complacent about your surroundings. Remember that if someone is following you, they are preying on your lack of self-awareness. Remain vigilant at all times. This takes an effort to do. It is natural for us to assume that we are safe in our comfortable, familiar environment. As we repeat week after week the same routine of going and coming from our stores, we get used to and comfortable with our situation and forget that someone who is looking to harm us is aware of where we go and is waiting for the easiest moment to strike.

Lesson #2: Don’t be distracted. I heard a story about a jeweler getting on an elevator with one other person. The  person stood behind the jeweler and after the door had closed said that there was mustard on the back of the jeweler’s sport coat. In fact there was, because he had put it there! When the elevator stopped, they both got out and the man grabbed the jeweler’s brief case and ran while the jeweler was distracted paying attention to the back of his coat. Thieves will try to distract your attention and may be working in pairs or groups. Don’t let a distraction make you forget about your briefcase.

Lesson #3: Keep a look out when you open your store. Never open your store alone. Always post one person across the street, parking lot or mall to watch as you open your store. Be sure that your “look out” person has a cell phone handy in case they see anything suspicious or a problem. Also remember to check your surroundings as you get to your store. Look in your parking lot for unfamiliar cars or people sitting in their cars for no apparent reason.

Lesson #4: Have a code word. When a suspicious person has entered your store have a code word that you can use with your staff to inform them that you are working with a person that you are not comfortable with. Use the word or name in a commonly used sentence that would not make the customer aware that you are suspicious of them. After all, they may be a legitimate customer. Use a customer’s name like Mr. King as your code and then say, “Has Mr. King been in today to pick up his repair.” That will alert your staff that they should be aware of the person you are working with and keep an eye on them, ready to call the police if necessary.

Lesson #5: Limit the number of pieces of jewelry that you show. As the holidays approach, jewelers tend to have more customers in their stores than at other times of the year. The customer that you are with might be perfectly honest and you may even know them. But if you show too many pieces at one time, someone else at another counter might be watching and decide that the time is right to grab and run. Limit your exposure by showing only one or two pieces of jewelry at a time.

Lesson #6: Review your security plans with your staff. Remember that your security plan has to be put to use by all of your staff. Call a store meeting and use security as your main talking point.

We all become comfortable in our daily lives. We have our routines and go about our daily business almost without thinking. Our brains just work that way. We often forget what we know and need to be reminded again and again. This list of security issues is far from complete, but it will act as a reminder that we need to be vigilant as long as we are in the jewelry industry.

SOURCE - Alperin, James. “Security in and around the Jewelry Store.” National Jeweler. 6 Sept. 2011. Web. 21 Sept. 2011. <http://www.nationaljeweler.com/nj/independents/market-developments/article_detail?id=27132>.

Well on September 17th you can get a chance to win one at the

Presents

By entering the contest you will have a chance to win the Grand Prize of a Martin Flyer diamond ring. The approximate retail of this fabulous ring is a $20,000.00 value! This one day event is like a real life treasure hunt around the beautiful city of Annapolis. All the locations and challenge questions will be delivered straight to your cell phone. So grab a teammate and get ready to solve riddles and earn points!

The Break Down

The Contest begins at 12:00 pm on Saturday, September 17, 2011, and ends at or before 2:00 pm on September 17, 2011. All Dashers must present themselves at the kickoff location on the Lawn at Park Place for registration at least ten minutes prior to 12:00 pm on September 17, 2011 to be eligible. To play, all participants must have a cell phone capable of text messaging. One Instruction Card shall be presented to all Dashers teams upon registration that includes directions and explanations of how to play on the SCVNGR system, and how to participate in the Contest. Dashers must respond correctly to clues and questions sent via text message or mobile web to score points. Contestants shall make its best reasonable efforts to answer each in a timely fashion. Following the event, the awards ceremony will be taking place at Loews Hotel starting at 2:00pm. The Grand Prize will be awarded to the Dashers who score the most points on the SCVNGR system throughout entirety of the event.

To sign up for the Diamond Dash for your chance to win that special Martin Flyer diamond Wedding Ring in Annapolis, MD or for more information on the terms & conditions click on the link below http://www.annapolisdiamonddash.com/.

The lucky winners of the 1st Annapolis Diamond Dash posing with Smyth Jewelers and Joshua Kaufman from Martin Flyer

1.YOUR VOICEMAIL GREETING

Scott Ginsberg, a.k.a. The Nametag Guy, suggests asking a specifi c question as part of the message — eg. What’s your favorite pizza topping? It encourages people to leave a response.

2.YOUR BUSINESS CARDS

Michael Hurst, owner of Hurst Fine Diamonds in Lawrence, KS, uses a business card that looks like a $100 bill when folded. So, of course, he keeps them folded in a money clip. “In 2008, we were celebrating our 100th anniversary, so I thought how appropriate — a $100 bill for our 100th anniversary,” Hurst says. “When I hand them out, customers think we’re trying to pay them. But it’s a card they never throw away. And they use it to play tricks on people. So it’s become a game.”

3.YOUR ENTRYWAY

Zachary’s Jewelers in Annapolis, MD, keeps umbrellas and ponchos on hand, with the store’s name and logo on them, to loan to customers — and even passersby — when it’s raining. “Our customers really appreciate the little extras,” says marketing and sales director Evangeline Ross.

4.YOUR KIDS’ CASE

Mark Loren of Loren Designs in Fort Myers, FL, keeps a display case full of candy jewelry for kids to “shop” from, providing entertainment without having to devote a large section of the store to children. The kid-size case, stocked with Ring Pops and candy necklaces, has an easy-to-open lid.

5.YOUR MASCOTT

he first hint a DuMont Estate Jewelry purchase will be exciting comes from a full-size knight in shining armor that Paul DuMont found in an Atlanta antiques store, and placed outside his Manhattan store, with the shield painted to refl ect the store’s colors. The knight appealed to him because it was similar to one in his family crest. Passersby on the pedestrian friendly street pose for photos with the metal mascot every day.

6.YOUR STOREFRONT

Alara Jewelry in Bozeman, MT, and Tivol in Kansas City, MO, off er watering stations for dogs and their owners in front of their stores. Tivol has also installed a doggie cam (pictured), so that any dog that pauses for refreshment at the doggie bar can become famous on the Tivol website, www.tivol.com. (“See Spot. See Spot run. See Spot online via the Tivol Doggie Cam.”)

7.YOUR DISPLAYS

At Churchill in Fairway, KS, owned by Sally Hilkene, fabulous necklaces dangle from antique Buddha statues. Cases are arranged as collages, with designer handbagscomplementing red carpet fashion jewelry.

8.YOUR CUSTOM-DESIGN SIGNAGED

don’t just tell ’em about your designs; show ’em, too. Whether you display designs on overhead LCD screens, like CAD-CAM master Greg Stopka of JewelSmiths Studio in Pleasant Hill, CA, does, or on photos simply hanging from clothespins, like designer John Paul of John Paul Designs in Bend, OR, does, make sure your customers know immediately what you can do for them.  And the best way to do that is with gorgeous photographs of finished designs or renderings.

9.YOUR DOOR HANDLE

At Heartwear Designs in Birmingham, MI, owner Marcy Feldman’s design work is incorporated into the custom-made door handle. “It is a large replica of two links from my signature “Geometrix” collection,” Feldman says. “Two more links are incorporated in the handrail inside the store.”

10.YOUR GOOD LUCK CHARMS

Talk about conversation-starters! Karen Bell, co-owner with Dan Schuyler of Lily & Co. in Sanibel, FL, has friends with feng shui inclinations who have helped create positive energy in the store. Three coins are planted under the front porch rug to bring prosperity. Buddha and frog figurines are placed around the cases, and the space was even blessed by feng shui practitioners. So far, the energy and prosperity have been abundant, as the money flows in and not out of the store, Bell reports.

11.YOUR TV LOUNGE

Lee Read jewelers in Meridian, ID, installed a greeting-card rack in its TV lounge, where guys can select free, full-size cards to facilitate one-stop, special-occasion shopping. For some wives and girlfriends, it’s the first time they’ve ever received a card.

12.YOUR SMILING CUSTOMERS

Designer Ruth Mellergaard of Grid/3 International permanently affixed big photo frames to the wall of Clarkes Jewelers in Shreveport, LA, where owner Ginger Clarke can easily display pictures of her satisfied customers. All Clarke has to do is enlarge photos to a certain size and insert them.

13.YOUR FLOOR

At Destin Jewelers in Miramar Beach, FL, the floor is bejeweled with iridescent glass tiles set into the bronze-stained concrete floor. Owner Lisa Peters says when she was setting up shop, her builders had to shape troughs in the stained concrete floor to make room for electrical infrastructure. If concrete were added to the troughs afterward, the stain wouldn’t have matched. “So we made a design out of the way we ran the electrical and then we put little glass mosaic tiles in. We get a lot of compliments on our floor,” Peters says.

14.YOUR FOCAL POINT

With a title like “The Lee Read Public Aquarium,” you know it’s not just a run-of-the-mill fish tank. For thousands of Boise, ID, first-graders on field trips, the 1,200-gallon, living reef aquarium with 30 species of coral often is their first glimpse of a marine environment. Staff spends at least an hour every day on maintenance and posts video of the aquarium on the company website, www.leeread.com.

15.YOUR SHOP

Metalsmith Travis Kukovich, owner of William Travis Jewelry in Chapel Hill, NC, believes one big reason for his store’s success is “The William Travis Show.” In other words, he’s turned his shop into street theater. “Our workshop is by the window. People walk by and see someone swinging a hammer. There’s the fire, the torch. It gets people excited. When someone comes in, we sit them down and bring out trays of stones, talk to them and start hand-sketching designs. It’s a show. A complete performance. My customers often come back just for the fun.”

16.YOUR HISTORY

If your store occupies an interesting building — converted bank, brothel, timber mill, tobacco warehouse or public library, for example, — remember that it already has a personality. So don’t overlook a chance to salvage or preserve a piece of your building’s past. Tim Anthony Weisheipel of Anthony Jewelers in Hayward, WI, found several century-old brick walls in the former bank building he renovated, which he left exposed. The building’s original 19th century vault has been refurbished and is in working order. Alan Rodriguez, owner of Julz in Canton, OH, used an exposed brick wall (pictured) in his building as an art gallery and regularly hosts openings. At O.C. Tanner in Salt Lake City, UT, architectural details of the 1905 public library building have been lovingly preserved.

17.YOUR STORE’S SCENT

Using branded scents in retail creates the kind of mood that causes shoppers to browse longer and return to jewelry counters more often, studies have shown. Mark and Monika Clodius of Clodius & Co. Jewelers in Rockford, IL, introduced a custom scent around Christmas 2009 to improve the overall shopping experience and help recession-stressed customers relax. Finding the right scent should be a matter of blending your store’s overall mood with what’s hot in any particular season. Here’s a hint: Marc Levy of Air Esscentials of Miami, FL, says sweet scents with earthy undertones, like cedar, have sensual appeal this year.

18.YOUR NAME

A creative name can create a lot of buzz. Consider the case of Fly High Little Bunny in Houston, TX, which has got people talking, including reviewers on Citysearch.com: “The name is oddly compelling: sugary-sweet yet cryptic, and get a look at the logo. Are those fangs on that bunny? Something sinister may be behind this silver jewelry shop, though an employee insists the name is meaningless and “just made up.” Nonetheless, the store keeps sending ambiguous messages. One day, its ever-changing marquee read on one side, “Silver makes you cool and popular”; on another, “I miss Motown, especially Michael Bolton.” Keep visiting to uncover all the oddball bunny’s secrets.

19.YOUR FOOD

Try seasonal treats. “The week of Christmas, since we are host to many male customers, we have a fun hot dog stand and a mini burger station,” says Evangeline Ross, marketing and sales director of Zachary’s Jewelers in Annapolis, MD. They’ve also experimented with a lemonade stand in the summer.

20.YOUR EMPTY OFFICEE.

E. Robbins in Seattle, WA, transformed a back office into a 180-bottle wine cellar with Starbucks-style tables and a divan to soothe engagement-ring shoppers. The private retreat — and the wine — combine for a calming influence.

21.YOUR FAMILY HISTORY

If yours is a multi-generation jewelry store, your family history most likely has personality to spare. One example worth promoting: It was 1892 in Indian Territory when B.C. Clark opened his first jewelry store in the corner of a five and dime store. Today, B.C. Clark Jewelers is Oklahoma’s oldest jewelry store and the oldest retail store in Oklahoma under the same name and ownership. Now that’s worth talking about.

22.YOUR INVENTORY

Make sure what you’re selling reflects the personality you’d like to project. Hamilton Hill International Designer Jewelry is in Durham, NC, but owners Michael Hamilton and Sarah Hill have imbued their store with an international flair that’s rooted in its jewelry lines — Niessing and Carl Dau from Germany, Majoral from Spain, and Brazil’s Antonio Bernardo, to name a few. The pieces come in a range of materials and price points, but all share a similar modern sensibility — simple lines, with design dominant over content.

23.YOUR SALES TEAM

Marshall is a yellow Labrador retriever, who works at the Country Jeweler in Allendale, MI. He is a top-notch salesperson, always putting his paws up on the counter as if to say, “May I show you something?” says owner Louise Cannon. He was also a contestant in the SMART Jewelry Show’s top-dog contest.

24.YOUR BATHROOM

“We can’t wait until a client has to go to the bathroom,” says Jackie Abraham, owner of Jackie Abraham Fine and Estate Jewelry in Bay Harbor Islands, FL. Dark brown velvet wallpaper with a floral paisley pattern covers the walls, highlighting an ultramodern sink with sharp lines. “When you give extra attention to a detail like the restroom, it has a compounding effect.”

25.YOUR FLEET

Wilson Diamonds in Provo, UT, has a fleet of five Mini Coopers, used primarily as mobile billboards, which are parked in areas crawling with potential engagement clients, such as on university campuses, says owner Richard Wilson. The advertising message is easy to read with the store’s logo on the side and a simple slogan underneath: “Wilson Diamonds. Huge Selection. Mini Prices.” The cars are also dispatched for engagement surprises. “We had one where all five minis pulled up at one time, each with five different rings,” Wilson says. “The drivers all were in tuxes and they all got down on one knee and she got to pick out her favorite ring.”

26.YOUR VIEW

If you have natural light in your store, make the most of it. The view from the lounge at Sathers Leading Jewelers in Fort Collins, CO, is a stunner. “We watch flaming sunsets over the mountains, the lush mature foliage outside our building, the rainstorms … customers watch the snowflakes falling next to them through the floor-to-ceiling windows,” says Julie Sather-Browne.

27.YOUR LOGO

In Newport Beach, CA, Gail Jewelers has incorporated its logo, the letter G, into its store in an integral way by creating a curved accent wall made up of letter Gs of various sizes. It’s a retro-modern, signature look that owners Barry and Gail Benowitz hope to propagate as they grow their brand and open more stores.

28.YOUR THRESHOLD

A fountain near the front of Weber Goldsmith Gallery in Carmel, CA, is topped with a spinning globe of rose quartz. When a similar one first arrived at his Maui store, Brad Weber says, his dad questioned the $5,000 cost. “I said, ‘Just trust me. This’ll be cool.’ The very next day, this guy came in and said he’d just been going to get a newspaper at the next store, but he had to stop and look at the fountain.” Minutes later, that passerby made a purchase big enough to more than pay for the fountain. “It was worth 20 grand a month in Maui,” Weber says. “People come in just to look at the ball.”

29.YOUR SEATING

Set the scene: At Destin Jewelers in Miramar Beach, FL, the scene is a page from a fairy tale. A round, hot-pink settee adds whimsy and drama to the showroom. Prince Charming, a brass frog wearing a crown, sits beneath a chandelier with crystal and glass beads emerging from the billowing silken cloth that drapes the ceiling. Prince Charming may also be accompanied by two (real) ragdoll cats.

30.YOUR SOUND

Before you settle on a traditionally staid or formal music mix, consider who is shopping in your store as well as who you’d like to be shopping in your store. “I am particular about the music mix in our store,” says Lisa Malbranck, co-owner of the Diamond Gallery in Winnipeg, MB, Canada. “Our target market is couples who are 25 to 40, and I want to make sure our music fits that age range. Even with Christmas music, we don’t play a lot of traditional music.”

31.YOUR PHOTOGRAPHY

Spexton’s owners enhance the online portion of their Tulsa, OK, store with creative photography that allows shoppers to see what their jewelry looks like on someone. “If you’re a local jeweler and if you find a photography student to do some work for you, the results are great,” says Nate McPherson. “And people will model your jewelry for free. Just ask your friends and neighbors.”

32.YOUR LIGHTING

Consider adding a chandelier or pendant lighting for a more personal look. “If you have the rest of the lights recessed in the ceiling, a hanging decorative object will attract people’s attention without increasing the light output too much,” says Ruth Mellergaard, a principal at New York design firm Grid/3 International. Chris Harrison of Harrison’s Diamonds & Designs in Ephrata, WA, replaced 56 halogen track lights with 15 pendants. “They fit the feel of the store,” he says, “and one light will cover a 6-foot case.”

33.YOUR CEILING

Think lofty and enlist an artist. At Traditional Jewelers, two ceiling murals recall the Renaissance. The first is a re-creation of Michelangelo’s “Creation of Man” from the Sistine Chapel, with a twist: It features Eve as well as Adam. The second mural, in the watch area, depicts God creating the sundial, rather than the stars and the moon.

34.YOUR BOXES

A black-and-white striped box with a neatly tied red ribbon is the object behind the long-lived advertising slogan, “Every woman wants a Bailey Box,” for Bailey’s Fine Jewelry in North Carolina. If they happen to wrap a gift in paper without those signature stripes, a customer is likely to say, “Can I get it wrapped like I see in the magazines?” says President Trey Bailey. Bailey’s even has a vehicle painted to look like its Bailey Box. “When people see this car, they smile and remember the wonderful experiences they have had in our store,” Bailey says, “or they might just be inspired to drop in.”

35.YOUR BRANDED BOUTIQUE

Richard Van Derdys, manager of Donoho’s Fine Jewelry in Houston, worked with Scott Kay and interior designer Regina Kay, Scott’s wife, to transform a lounge into a masculine retreat with throne-like chairs, chandeliers, a zebra rug and display space for Kay’s men’s jewelry lines. “No matter what brand you’d like to promote,” says Regina Kay, “go to that vendor and say, ‘Help me, support me, I’d like to make your salon successful.’”

36.YOUR CASES

John Paul, owner of John Paul Designs in Bend, OR, likes his handmade, rough-hewn jewelry to feel like it could be 100 years old. His thrift-store chic furnishings fit his inventory perfectly. A 55-gallon Hangsterfer’s drum display, for example, once held metalworking lubricant. His planters are made of recycled steel and concrete.

37.YOUR LIBATIONS

When Wesche Jewelers built a new in Viera, FL, a bar was a priority to facilitate in-store special events (pictured). But if you don’t have the budget for that, consider Allison Love’s approach. When Love, the owner of Allison Love’s Fine Jewelry in Rock Hill, S.C., installed a temporary beer tap for Valentine’s Day, she also put a sign outside advertising “Free Beer.” It drew a crowd, much laughter and the local media.

38.YOUR HOLIDAY SPIRIT

At Christine’s Gold and Diamonds in Harrisonburg, VA, Christine Wade and her dad and business partner, Doug Wade, frequently dress up in holiday-themed attire, for traditional gift-giving times, like Valentine’s Day, or even for St. Patrick’s Day (pictured). Doug Wade wears a grass skirt for their annual Hawaiian luau party, which draws a crowd for that reason alone. It’s all part of their approach to fun customer service. “Treating everyone like a good friend has increased business,” Christine Wade says.

39.YOUR BLANK SPACE

Can’t find it? Paint it. When Alan Rodriguez, owner of Julz by Alan Rodriguez in Canton, OH, found a 19th century building for his downtown store, it had everything he wanted — except the authentic bank vault he had dreamed of. So Rodriguez commissioned an artist to create an 8-by-12-foot mural depicting the vault he had envisioned — a 1920s-style model with enough three-dimensional verve to pop off the wall and fool the eye. The mural has become the store’s focal point as well as the brand image. “In addition to its artistic merit, it serves as a psychological symbol of the store, promoting safety and security and the value of its products and services and it also delivers a message of creativity, which is what we hope we represent in our products,” Rodriguez says.

40.YOUR GIVEAWAYS

If a young child comes into James Free Jewelers in Dayton, OH, with an adult shopper, chances are the little one will walk out with a Gund stuffed teddy bear. The bears represent owner Michael Karaman’s dedication to customer service as well as his passion for superior craftsmanship, since Gunds are top-of-the-line bears. Karaman spends nearly $20,000 a year on the Gunds, but says it’s worth it because it’s a tradition. “I have customers who come into the store and tell me they remember the Gund we gave them when they were children.”

41.YOUR JINGLE

When anyone from Oklahoma City hears the name B.C. Clark Jewelers, they begin to hum a little tune. So popular is the retailer’s circa-1956 jingle, originally devised for its anniversary sale, that it’s turned into a regional Christmas carol, which actress Megan Mullally, an Oklahoma City native, once sang on The Tonight Show with Jay Leno. Now, it’s even got its own website, www.bcclarkjingle.com, where you can download it as a ringtone.

42.YOUR BAG AS MOBILE BILLBOARD

For Idar Jewellers of Vicoria, BC, Canada, function is always just as important as fashion. Years ago, the Canadian jeweler switched to reusable black fabric bags that feature the store’s bee logo. “I suggest that they use them for their lunch. That always gets a chuckle,” says owner Idar Bergseth, who has begun giving away pencils stamped with his bee.

43.YOUR ACCOLADES

Kelly Jensen of Plateau Jewelers in Sammamish, WA, has a richly colored “glory wall” in his customer lounge area illuminated with bright lights. He displays pictures of custom work along with awards they’ve won, all beautifully framed. Yanina & Co. of Cedar Grove, NJ, displays magazine articles and awards prominently near its front entry.

44.YOUR COMMITMENT TO RUNNING A GREEN BUSINESS

The Malbranck family, owners of the Diamond Gallery in Winnipeg, MB, Canada, have lots to talk about with their environmentally conscious customers. Their building was designed to exceed industry standards of efficiency in heating and cooling, lighting and plumbing. It’s geothermally heated and cooled with the help of two underground wells on the property and heat pumps. The lighting lineup includes ceramic metal halide, energy-efficient fluorescents and LED showcase lighting. And, yes, even low-flow toilets. Can’t build a new store today? Start by upgrading your lighting or even by recycling your trash.

45.YOUR FRONT PORCH

Lily & Co. in Sanibel, FL, has the ambience of an island bed and breakfast, especially on its porch, which has been outfitted with comfortable seating and rugs and decorated with hanging plants. The whole scene invites shoppers to slow down, linger and enjoy living on island time.

46.YOUR FLOWERS

Every other week, a florist delivers fresh flowers for Jackie Abraham Fine and Estate Jewelry to display in Bay Harbor Islands, FL. “It’s more of a nuance,” Abraham says. “It gives you an idea that we’re always looking for ‘fresh.’”

47.YOUR VIDEO SCREENS

Offer something unexpected: “We absolutely won’t play videos of how designers make jewelry; we play rock videos and concerts, instead,” says Michael Nedler, owner of Sonny’s Rocks in Denver, CO, a store with a rock ’n’ roll personality.

48.YOUR WALLPAPER

The wallpaper behind the cash register at Simon Jewelers in High Point, NC, has faceted crystals attached to it so that from any direction, it appears that diamonds are dancing on the wall, says owner Gary Simon.

49.YOUR CURB APPEAL

Nature is an effective way to add some color and improve your curb appeal. Shoppers traverse a winding path through one of the largest rose gardens in Oklahoma City as they approach Samuel Gordon Jewelers.

50.YOUR MIRRORS

“We used huge mirrors to open up the space on each side of the store,” says Jackie Abraham of Jackie Abraham Fine and Estate Jewelry in Bay Harbor Islands, FL. “We have three massive floor-to-ceiling mirrors so that clients can see themselves in the jewelry full-body, as opposed to countertop or hand mirrors that just show your face. They can kind of admire themselves that way, which we feel opens up the shopping experience for them.

SOURCE McClelland, Eileen. “All in The Details.” INSTOREMAG.com. 9 May 2011. Web. 24 Aug. 2011. <http://www.instoremag.com/instore/store-advice/leads-and-features/6331-lift-off>.