Simply Irresistible

Simply Irresistible
48 WEST 48TH STREET NEW YORK, NY 10036
48 West
TEL: 212/819.0850 48th Street NewFAX
800/356.3192 York, NY 10036
: 212/302.3874
Tel: 212.819.0850 800.356.3192 Fax: 212.302.3874
INFO@GEMPLAT.COM WWW.GEM-PLATINUM
info@gemplat.com .COM SHOWS: LUXURY,Luxury,
www.gemplatinum.com SALON 1087 AND PPromenade,
Prestige RESTIGE PROMENADE
JCK ,Las
SALON 45
Vegas
1.877.6.kelege - www.jackkelege.com
 The A rt
of
I nd i v id ua l Pe r f e c t ion
1.877.6.kelege - www.jackkelege.com
Natural Gemstones

Natural Gemstones Chicago 1.800.541.2675

www,johnbuechner.com

JCK Prestige Promenade, Las Vegas, Salon 52

JCK Las Vegas Plumb Club
Booth PC - 605

ajaffe.com
42 west 48th Street, # 1102 New York, NY 10036 T: 212.869.5070 F: 212.944.7114
www.rudolffriedmann.com info@ruddolffriedmann.com
 42
42
42 west48th
West
West 48th Street,
48th # 1102 New
Street, #1102
#1102 New
New York, NY
NY10036
York, NY 10036 T:
10036 T:212.869.5070
212.869.5070 F:
T:212.869.5070 F: 212.944.7114
212.944.71140
F:212.944.7114
www.rudolffriedmann.com info@rudolffriedmann.com
www.rudolffriedmann.com info@rudolffriedmann.com
www.rudolffriedmann.com info@ruddolffriedmann.com
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 Jewels By
Star
Recently home from a holiday in Israel, Rafael
Fouzailoff – known as Rafi by most – is back to
his tireless pace at the New York City headquar-
ters of JB Star, the company he started while
simultaneously studying for his MBA at NYU.
Aside from frequent diamond-buying trips to
Israel, most of Rafi’s relatives still live there,
where his father and uncles first started the
diamond business over half a century ago.
Rafi moved to NYC with his parents when
he was 3 years old; a move that was part of his
father’s pioneering work for the family busi-
COVER
ness, opening offices worldwide including
headquarters in Hong Kong, Belgium,
France and the US, to establish market posi-
ON THE
tion for the company. A skilled businessman
and leader in the industry, Rafi’s father, Yehuda,
was one of the original founding members of
the Israel Diamond Bourse in 1947. Raised in
the industry with a family such as his, diamonds
are in Rafi’s blood. Throughout his childhood,
Rafi worked alongside his family and watched
the diamond business evolve.
While working on his MBA, Rafi astutely
understood that the loose diamond world was
changing, “Diamonds were okay, I realized,
but there is no brand recognition for diamonds
– while you can brand a diamond, it’s virtually
impossible to preserve that brand. Jewelry on the
other hand has a signature based on core princi-
ples, a brand that can evolve over time.” With
this goal in mind, Rafi took the family business
in a new direction.
Artistically adept and good at sketching, Rafi’s
background in economics and finance was per-
fectly paired with his design skills, “You can’t do
what I do without an innate ability to under-
stand proportion. And it’s not just about creating
the elaborate and the beautiful, but the practical.
Jewelry needs to be comfortable to wear.”
Today, JB Star designs have become iconic in
the canon of American jewelry. According to
20
By Brooke Conner Sevenau
Rafi, “American jewelry is very practical. People
with wealth in this country aren’t looking for
jewelry to put in a vault, they want jewelry to
wear. They want attention to detail and a dis-
tinctive look that sets their jewelry apart but it
doesn’t have to be overly flamboyant.” To this
end, JB Star creates jewelry that has perceived
value, it is not trend-based or seasonal. Rather,
JB Star pieces are designed for exceptional qual-
ity and life-long wear with the intention of being
passed down through generations.
Rafi believes that a successful business must
have a clear vision of its identity and goals and
then it must maintain this vision. Jewels By Star
(JB Star) symbolizes Rafi’s philosophy – not
only is the star celestial, it is always a positive
symbol; something to aim for, something to
attain, something for which to strive. For
JB Star, quality is first and foremost, “Whether
it is food, clothing, cars or homes, to do it right
you must start with the finest materials. If
you have fresh ingredients and a good cook,
you will have a great meal!” This is why Rafi
designs his pieces using platinum and the finest
diamonds. It is also why Rafi insists that all
design and manufacturing be done on premises
in New York under the careful guidance of
his team. In a quickly changing industry, this
adherence to precision handcrafting sets the
JB Star brand apart.
With three talented and artistic daughters in
the wings, he hopes that one of them will step
forward to take the family business into the
next generation, “It’s my hope that one of them
will have the passion and interest for the
business, but we’ll see…this business takes
incredible commitment. It really is a labor of
love.” The company tagline, “A Passion for
Precision… A Labor of Love,” is exactly how
Rafi runs his business – with exacting standards
and a commitment to preserve the company’s
core values. ■
 ON THE
COVER
The Paraiba, one of
rarest stones on earth.

21
 featuring
THE MIDNIGHT AND MOCHA DIAMOND PAVÉ IVY LINK COLLECTION

For the authorized Charles Krypell retailer nearest you please call 1.800.487.8765
or visit us online at www.charleskrypell.com
 Creating
Memories
Spring is finally making itself known, and there is something about the
promise of the season that awakens a sense of romance and possibility.
Those of you in the jewelry industry understand this sentiment well. Your
work is all about capturing human emotion in tangible ways, giving people
a chance to mark special moments with exquisite jewelry that tells a story
and creates a legacy.
The world just witnessed a modern-day fairytale – the wedding of
Prince William to Kate Middleton; a common girl who will most likely be
Britain’s next Queen. When we consider the symbolism of this event, for
many it is the iconic sapphire and diamond engagement ring that once
view

belonged to Princess Diana that comes to mind. In fact, the royal engage-
ment announcement was created around this single piece of jewelry – Kate’s
e d i to r ’ s

dress was the same stunning blue – because that one tiny token evokes so
very much.
Diana did not live to see the marriage of her son, but her memory lives
on in part through that ring; William told interviewers that his mother’s
ring was a way for Diana to be part of his special day. While this particular
ring has an exceptionally grand history that most of us will never under-
stand, it is merely one among millions of human stories that live behind
every piece of jewelry given or purchased for a special event.
Through your work, you help people tell their story and create memories.
This really is the foundation of the industry: To celebrate life with the
precious, to elevate the mundane with the stunning, to honor a fleeting
moment with something that lasts forever.
Wishing each of you the gift of joy and promise that you share with
so many.

With warmest regards,

Brooke Conner Sevenau
Editor-at-Large

26
 Simply Irresistible

48 WEST 48TH STREET NEW YORK, NY 10036

TEL: 212/819.0850 800/356.3192 FAX: 212/302.3874
INFO@GEMPLAT.COM WWW.GEM-PLATINUM.COM SHOWS: LUXURY, SALON 1087 AND PRESTIGE PROMENADE, SALON 45
w w w. m e r c u r y r i n g . c o m 2 0 1 . 5 6 9 . 1 0 7 0
 Table of
contents
38 platinum guild 2011 gallery
The Jewelry Book’s Spring Platinum Bridal showcase.

54 spirit of the day

Judith Conway Honored by MJ Christensen on International Women’s Day.

60 sheffield’s diamonds
Gregarious, knowledgeable and friendly, Eric Sheffield has created his business with an
indomitable spirit and a knack for successful marketing ideas – most of which are built
around the customers shopping experience.
s p r i n g 2 011

20 JB Star “On The Cover”

34 Giving Back
CONTENTS

52 Season to Season

on the cover
JB Star
800.223.2277
www.jbstar.com

ContriButors
Jessica Teisch, Brooke Conner Sevenau, Ronnie Tsai, Shawn Sherbondy,
Petra M. Eagle, Patti Matthews.

the Jewelry Book, a division of Bromstad Publishing, Inc. P.O. Box 2017, Sonoma, CA, 95476.
Tel: 707-996-3313. No editorial or photography may be reproduced in any way – in print internet
or otherwise – without the written consent of Bromstad Publishing, Inc.

30
Designs © MAKUR DESIGNS ®. All rights reserved.
Luxury Show Salon #406 ~ JCK-Prestige Promenade PP-4 ~ JA New York Show #1219
Toll-free: 877-77-MAKUR ~ makurdesigns.com
 Giving
Back By Brooke Conner Sevenau

For a family corporation that gives as much to charitable organizations as Sissy’s Log
Cabin does, it is the philosophy behind their philanthropy that stands out. Primarily
focused on mentorship and positive intervention for at-risk youth in and around Pine Bluff,
Arkansas, the Jones family looks for ways to turn lives around. “We’re not about just
handing out money. For us, giving is just a medium for spending time with these kids and
showing them that there is a better way in life through hard work and dedication,” says
President Bill Jones, son of Sissy Jones, the company’s founder.
Always committed to community giving for organizations like the Little Rock
Symphony, the Arts & Science Council of Pine Bluff, Children’s Hospital and Saints &
Sinners, about 5 years ago the Jones’ giving took a whole new direction. It was the perfect
confluence of passion and circumstance that led Bill Jones on an exciting new path of
altruism. Between fundraising for the new stadium project at the University of Arkansas
President Bill Jones, and Sissy Jones,
the company’s founder.
Pine Bluff (UAPB) and his lifelong commitment to coaching baseball, Jones happened
upon a way to turn baseball into a vehicle for giving.
Sissy’s Log Cabin was building a new storage facility behind the store when Jones asked
his mother Sissy to leave a little room for an indoor batting cage. “That batting cage grew
and grew and eventually became a full-scale indoor baseball field thanks to Murphy Jones
The Jewelry Book and his love for the children.” This indoor sporting complex now houses many local teams
magazine recognizes
year round and offers a place for children to start new lives and create new dreams. “But it’s
not just about baseball or playing college ball or going pro; it’s about showing kids a better
the many jewelry
way in a fun environment-giving them life skills,” says Bill Jones.
companies involved Around the same time, Jones worked with local major league baseball hero Torii Hunter,
with charitable right fielder for the Angels, to not only build a new stadium in Pine Bluff “but to build lives.”
Together, while raising the $2+ million dollars for a collegiate stadium, Jones and Hunter
organizations.
paired over 100 college athletes at UAPB with local youth, many at risk, to create a lasting
To acknowledge mentorship program in Pine Bluff.
numerous worthwhile Bill Jones, father to two sons – William, 20, and Wyatt, 17 – sees doing good works as
causes, each issue an essential part of life, “My mother taught us that giving is a blessing and we certainly have
enough to share since the Lord has been so good to us.” For the Jones family, these are not
features a designer,
mere sentiments but a way of life. Of all the magnanimous decisions Jones has ever made,
manufacturer or the most pivotal started on the baseball field about 5 years ago.
retailer alongside While training a team of 14 year olds for a tournament, he appealed to the local univer-
sity to send a pitcher that would throw 90+ mph balls to prepare the kids for a tough game.
that person’s
The answer to this call was a young man named Joe Cook, a young man somewhere
selected charity. between childhood and adulthood who, because of difficult circumstances, no longer had
a family of his own.
Through a relationship built on the baseball field and throughout the construction of the
batting cage-turned-baseball complex behind Sissy’s Log Cabin, Cook, now 24, became a
member of the Jones family; a third son who plans to join the family jewelry business.
Business for Sissy’s Log Cabin is thriving at their Pine Bluff and Little Rock locations and
plans for expansion are well underway. Jones says, “We have a third store opening in
Jonesboro in October.” ■

34
 ◆
See us at the
JCK Show
in Las Vegas
Booth S10631
◆

What is

T
he GAME is a metal exchange designed to add value to your inventory. Send us platinum,
gold, and/or palladium, and we’ll send you Studio Platinum–our brand new women’s
Platinum bridal collection. It’s a great deal to enhance, reconfigure, or even reinvent your
store’s core bridal program. Please visit NovellsGame.com for all the details or call the
GAME hotline—888.668.3551.
As�ire to exce�ence—
P�atinum exce�ence!

VISIT WWW.NOVELLSGAME.COM FOR MORE INFORMATION,

OR CALL 888.668.3551.
Designs © DEHAGO ®. All rights reserved. Photo: Igor Perchuk. Art Direction: Liliana Dones creative_tools@mac.com

dehago.com
Please visit us in Las Vegas at LUX 411
For appointments, call Toll-free 877-771-4246
Designs © DEHAGO ®. All rights reserved. Photo: Igor Perchuk. Art Direction: Liliana Dones creative_tools@mac.com

dehago.com
Please visit us in Las Vegas at LUX 411
For appointments, call Toll-free 877-771-4246
 A. J a f f e
www.ajaffe.com 212-843-7464
■■■

38
Platinum Gallery 2011

A. J a f f e
www.ajaffe.com 212-843-7464

N othing speaks romance like platinum. The elegance and timeliness, the weight and brilliance, the seduction of
richness and refinement - all of these qualities make platinum the benchmark for bridal jewelry. What is more
gorgeous than platinum paired with diamonds? The following gallery of platinum is a sampling of the exquisite
options available. Every woman’s dream can come true....

Enduring and beautiful, platinum bridal is also a significant source of increased revenue for
jewelry retailers. Platinum Guild International (PGI) supports retailers with integrated marketing strategies and
educational programs to improve retail success. Among these targeted campaigns, PGI has used “mystery shoppers”
to monitor the relationship between platinum inventory levels and bridal consumer behavior.

“When jewelers carry platinum in more than 25% of the bridal ring assortment, over 90% of bridal
customers will consider purchasing platinum in that store,” says Kevin Reilly, Manager of Industry Relations
for PGI. Since platinum sales were shown to be 2.7 times more profitable than other metals
by a recent PGI study, this translates into greater retail profits.

While merchandise levels are crucial, so, too, are sales associates’ enthusiasm and belief in platinum, as well as a
retailer’s proper commitment to showcasing a wide assortment of platinum designs in a wide range of price points.
PGI’s other initiatives, such as its in-store signage program, communicates to bridal customers the significance of
platinum. (Visit platinumguild.com for more information about PGI’s free, in-store signage program.)

Remember to offer the purest and rarest of metals first - increase your sales and make wedding dreams come true!

■■■

39
 Pure

c o a s t d i a m o n d
www.coastdiamond.com 213.627.2655

P l at i n u m je w e l ry is mor e pu r e
■■■

40
 Rare

f r e d e r i c k g o l d m a n
www.fgoldman.com 212.924.6767

P l at i n u m is t h i rt y t i m e s mor e r a r e t h a n g ol d
■ ■ ■◗

41
Enduring

G e m p l a t i n u m
www.gemplatinum.com 800.356.3192

P l at i n u m is e n du r i ng
■■■

42
 Emotional

m e m o i r e
www.memoire.com 800.527.6227

P l at i n u m e l ici ts a posi t i v e e mo t ion a l r e sponse

■■■

43
 Securely

m e r c u r y r i n g
www.mercuryring.com 201.569.1070

P l at i n u m hol ds di a mon ds mos t se cu r e ly

■■■

44
Significant

s a t u r n j e w e l s
www.saturnjewels.com 212.944.9325

P l at i n u m fe e l s sign i f ic a n t
■■■

45
 izzy c 2010
Izzy© 2011

Diamonds Available loose, calibrated from 3.1mm

By T. R. Flora

izzy c 2010
TM

Quadamas tel: 213.995.9595

412 W. 6th St. #1115 Los Angeles CA 90014

izzy c 2010
Ads.indd 2 10/8/09 11:28:25 AM

Ad template.indd 42 21
TJBWinter2010pgs48-60.indd
TJB_Summer2009pgs12-21.indd
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19 1/24/10
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2:47:10
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PMAM
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Jewellery and Diamonds designs by

TM

The Diamond
5 U.S. Patents
TM
TM TM

onjewelry.Com
urionjewelry.Com Quadamas tel: 213.995.9595
| Tucson, Arizona
7 • 516.377.5909 412 W. 6th St. #1115 Los Angeles412
Quadamas tel: 213.995.9595
CAW. 90014
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M / 1 . 8 8 8.427.4697 / 516.377.5909
Quadamas Inc. • 213.9.95.95.95 • Los Angeles
JACK ABRAHAM
ELEGANCE...

Sapphire Necklace: S=97.09, D=19.80

Ruby ring: R=5.79, D=2.71(Cu 2.00+Round 0.71).
Emerald Ring: E=20.08, D=1.56

Luxury by JCK Show / LUX 1117

LUXURY Privé, July 25th-27th, Pierre Hotel, Salon 311

Since 1962 212.688.6700 Ext. 201 E: jack@jackabraham w: jackabraham.com

Your Search for the World s’ Leading
Jewelry Designers Ends Here.

Mandalay Bay Convention Center, Upper Level

Shorelines, Main Aisle
 Mémoire
PGI at
Luxury/JCK 2011
Platinum manufacturers, meet platinum buyers.
At the new Luxury/JCK venue, PGI’s innovative program will ensure
that these groups successfully come together.
Mémoire

By Jessica Teisch

On May 31, 2011, the Four Seasons, Mandalay Bay
and THEhotel will officially kick off the Luxury/JCK
shows in Las Vegas, highlighting the crème de la crème
of jewelry retailers, designers and manufacturers. In past
years, Platinum Guild International-USA (PGI) has
hosted its own booth to educate retailers and buyers
about platinum’s unique qualities and profit opportuni-
ties. This year, with the shows at an elegant new venue,
SEASON
of platinum to retail buyers who visit the booth. An edu-
cational sheet provided will help open the conversation
about platinum at each sales appointment to parlay PGI’s
message: With 81% of bridal consumers desiring plati-
num, the key to achieving 2.7 times more profit on each
bridal transaction is to strive for a minimum platinum
inventory of 25% of the bridal merchandise assortment
in each store. The Platinum Destinations will also offer

PGI “seized this unique opportunity to help buyers retailers information about PGI’s online sales training
navigate the show floor to find the companies that sell program and encourage them to have their sales associ-
platinum,” explains Kevin Reilly, PGI’s Manager of ates complete the course.
S E A S O N TO

Industry Relations. One hundred and thirty manufac- In selecting Platinum Destinations at Luxury/JCK,
turers and designers, who will be identified by PGI as PGI will impart an important message. “It’s all about
Platinum Destinations, will then have the opportunity making the people who showcase platinum product
to communicate the benefits of platinum while showcas- more visible on the show floor,” explains Kevin, “and, as
ing exquisite platinum jewelry. a result, they’ll have an opportunity to sell the most
PGI has designed a unique program to drive partici- profitable products in their merchandise assortment.” ■
pant traffic to Platinum Destinations on the show floor
to “ensure that platinum manufacturers gain maximum
visibility to participants,” says Kevin. This year, JCK is
introducing a mobile application at the show, with PGI
“It’s all about making the
as the official sponsor of the GPS navigation feature as
well as the JCK show floor map. Platinum Destina- people who showcase
tions, replete with company name and booth number,
will be preloaded in the itinerary feature. When show platinum product more visible
buyers click on the company name, the mobile applica-
tion will instantly reveal the desired booth location.
Floor plans will also be mailed pre-show to 6,500
on the show floor,” “and, as a
storefronts, with maps available at the show. Both will
highlight Platinum Destinations in blue, and all
result, they’ll have an
Platinum Destinations will have the platinum logo
next to their listing on the JCK online exhibitor list. opportunity to sell the most
Finally, special signage will identify Platinum Destina-
tions on the show floor. profitable products in their
In turn, Platinum Destinations will exhibit at least
six pieces of platinum jewelry and present show floor merchandise assortment.”
and glass in-case platinum signage provided by PGI.
Platinum Destinations will also communicate the benefits

52
 Spirit of the
Day
Judith Conway Honored by MJ Christensen on International Women’s Day
By Brooke Conner Sevenau
profile
designer
Judith Conway
Renowned jewelry designer Judith Conway was honored
by MJ Christensen Diamonds in Las Vegas on March 8th
2011 for the 100th Anniversary of International Women’s
Day. Conway is an iconic figure in the jewelry design
industry; starting her career as a traveling sales rep and
single mother of three in a male-dominated field, Conway
has become one of the most lauded bridal designers in the
U.S. As she celebrates her 40th year in the industry, she
describes her journey this way, “When I began, I had no
idea that there were no women doing what I was about to
do… life often takes us rather than our taking it. We go
through life not always having a clear vision of where we are
going but trying to do as well as we can.”
54
For a woman with significant accomplishments to
her credit, Conway very humbly accepted the honors
bestowed on her, “I really had no idea when I agreed to
participate that I would be given the honors I received. It
was more than overwhelming. All in all I can only say that
it was one of the most touching moments I have ever
experienced.”
Conway’s work is known for its elegance, romance
and wearability. As a woman, she designs jewelry that
fits a woman’s lifestyle and tastes. Las Vegas retailer
MJ Christensen, owned by Cliff and Darlene Miller,
recognized Conway for her significant contribution to the
jewelry industry on a day celebrated world-wide to inspire
 Judith with Jack and Kathy Woodcock,
winners of Judith’s Platinum dew
drop pendant.

A congratulatory embrace shared by MJ’s darlene Miller and Judith Conway.

women and honor their achievements. “Judith Conway

paved the way for women in the jewelry industry,” says
Darlene Miller. “Raising three children on her own (one
of them being blind) and traveling the road as one of the
very first female salespersons in our industry, certainly
demonstrates the ‘can-do’ attitude of this beautiful lady.”
As part of the celebration, Gina Robison-Billups founder
of the National Association for Moms in Business, was in

designer
attendance. The voice for 64 million working moms in
this country, Robison-Billups helps women achieve
collectively what Judith Conway bravely took on by her-
self 40 years ago. The parallels in their stories is a poi-
gnant celebration of how far women have come thanks to

profile
early pioneers like Conway and committed visionaries like
Robison-Billups. Las Vegas artist Jennifer Main, Judith Conway and Cliff Miller.
Presenting canvas entitled “Her Complexities”.
During the event, a raffle was held with proceeds to
benefit the International Women’s Day organization;
prizes included a diamond pendant designed by Judith
Conway herself. Guests wore their Judith Conway jewels
and were thrilled to meet the designer in person.
In addition to being honored by MJ Christensen,
Conway was also presented with a Congressional
Recognition Award from Congressman Joe Heck for her
outstanding achievements in the jewelry industry – an
industry that has been significantly advanced by the
courage and talent of Judith Conway. ■

in the green room at ABC. Judith Conway, Cliff Miller

(Owner MJC), Matt Matkin (Judith’s Husband),
Jennifer Miller (director of Marketing MJC.)

gina robison-Billups, Jennifer Miller, darlene Miller,

Judith Conway, Cliff Miller with MJ’s international
Women’s day Award.

55
 NEW YORK
Designs © JOHN APEL®. All rights reserved.

www.johnapel.com
1.855.JOHN APEL

Proudly manufactured in the U.S.A. | Facebook: www.facebook.com/JohnApel

 NEW YORK

Visit us at the following tradeshows:

COUTURE – Booth 540; Lafite Ballroom JCK Vegas – Booth S10719; Designer Pavilion Designs © JOHN APEL®. All rights reserved.
June 2-6 June 3-6

www.johnapel.com
1.855.JOHN APEL

Proudly manufactured in the U.S.A. | Facebook: www.facebook.com/JohnApel

 Conch Pearls

Caribbean’s little miracles,

Natural Conch Pearls are the rarest gem
in the world. A silky glimmer and iridescent
fl ame pattern offers beauty and rarity
for the consumer seeking
the finest of gems.

212.765.6505 • W W W . R AWAT G E M S . C O M
AGTA–909 P L U M B C L U B #PC-730
A N T I QU E S H OW –1362 L U X U RY B Y JCK #9001
La Vie en Rose
 Sheffield’s
Diamonds
By Brooke Conner Sevenau

Sheffield’s Diamonds is built on trust. Founder, President

and co-owner Eric Sheffield created his mission statement
around the belief that “trusting customers to make good
decisions is the best way to show respect and to earn trust
in return.” Sheffield’s is also built around having fun with
customers, implementing innovative and creative ideas
and most importantly, the belief that a good attitude
determines great outcomes. “Our customers smile when
they walk through our doors, and we do everything in our
profile

power to make their shopping experience low-pressure

and pleasant.”
Gregarious, knowledgeable and friendly, Eric Sheffield
re Ta il e r

has created his business with an indomitable spirit and a

knack for successful marketing ideas – most of which are
built around the customer’s shopping experience. There
are no high-pressure sales because Sheffield doesn’t use a
commission structure with his employees. Instead, cus-
tomers are educated and allowed to come to their own
decisions in a relaxing environment. Because of this repu-
tation for respect and a pleasant shopping experience,
Sheffield’s Diamonds has become one of the most trusted
retailers in Tucson.
The staff at Sheffield’s is handpicked from among the
best talent in Tucson. All the employees are certified
and have embraced Sheffield’s policy for honesty and
transparency in sales. This gives the customer confi-
Scott Kay dence that they are getting reliable information and
unbiased service, which has translated to 7 years of
continued growth and record sales in April 2011.
Another subtle difference in their sales model is to never
overwhelm customers with questions. “Confusion just
talks customers out of sales,” he says. Instead, Sheffield
trains his staff to create an engaging opportunity in
which the client leads the salesperson to the right jew-
elry for them.
Tacori
When asked who his ideal market is and what kind of
customer he wants, Sheffield replies, “Whom do I not
want? Every customer is important, and it’s my job to
honor the love on the other side of the counter.” This

60

attitude towards his clients is what started Sheffield’s in
the first place. With a career that began as a manager for
other jewelry stores, it was Eric’s repeat clientele that
encouraged him to start his own shop. The long-term
relationships Sheffield formed through the years gave him
the confidence and the client base for his new venture that
he and his partners opened in October 2004.
Aware that customers value longevity in the jewelry
business, his solution to being the “new guy” was typical
of Sheffield’s innovation and honesty. “First I built my
61
re ta il e r
profile
business on reputable brands. Then I took the issue head
on and told customers, ‘Hey, if I go out of business, there
will always be someone to service your name-brand jewels.
And if this company that has been around since 1884
believes in my store, so can you’.”
Sheffield says the formula to success is threefold: atti-
tude, creativity and prudence. “I don’t shop competitors.
I don’t watch the news. I have the discipline to watch every
dollar, and I wake up each day knowing that it will be
another great day.” ■
 H i da l g o Je w e l ry

“When things get tough, the tough get going.” Cuban- orders in as little as 30 days.” Hidalgo is also so well
born Silvio Hidalgo, owner and designer of Hidalgo priced that he now sells his collection in China. As an
Jewelry, who lives in the Virgin Islands, knows that the example, Hidalgo’s 18K natural yellow diamonds or
world changes (Ask any Cuban!), and that turning a natural pink diamond guard rings are only $265, even
difficult climate for the industry to his advantage after recent price increases in diamonds and gold.
PROFILE

requires dedication and ingenuity. Renowned for his Hidalgo has expanded its micropave line to much
fanciful and distinct stackable ring collection in dia- acclaim in the past 3-years adding hundreds of new
monds and enamel, Silvio has continued to do what he designs. “Some of our jewelers tell us that we make the
does best: Providing style, quality best diamond hoops and matching
DESIGNER

and value to consumers around the “It’s extremely unique”, says bracelets in the market.” However,
world while “making beautiful jew- he has not abandoned the enamel
elry at affordable prices.” Silvio. “I always like collection mix-and-match stack-
The company recently identified able bands that combine 18K
opportunities to offer the best price designing mountings that white, yellow, and pink gold,
points available. After searching for platinum, diamonds and enamel
many months, Hidalgo purchased
are less traditional, and as it remains popular, and he
an extraordinary factory to produce with micropave, I am able to introduces a significant number of
exquisite and very reliable micropave new designs a year.
pieces at competitive prices. The create beautifully detailed, Silvio uses whimsical combina-
factory, which operates like a French tions of colored diamonds and
workshop, led to a new bridal col- fascinating designs around precious stones, or he pairs them
lection, which Hidalgo started to with more than 20 colors of enamel to
introduce last year. “It’s extremely any stone. create imaginative designs. Small
unique”, says Silvio. “I always like touches of enamel and enamel
designing mountings that are less traditional, and with bezels, for example, give the collection a fresh, unique
micropave, I am able to create beautifully detailed, fas- look. “Now with color diamonds and precious stones,
cinating designs around any stone. I have had so much our stacking possibilities are endless”, Silvio exclaims.
fun! I found my passion 25 years ago when I left com- Hidalgo owes its continued success to the mantra
puters for jewelry design in Monte Carlo, and I still that has guided him for years. “People are looking for value”,
love every minute of it.” “I think we now have the best says Silvio. “Even great jewelers cannot simply rest on their
or one of the best micropave factories in the world. laurels. And in the end, we produce unique, high quality
Reliability is the most important factor in designing jewelry that sells and women have to have!”
micropave. The settings are extremely secure, so my
clients won’t have to deal with the headaches of replac- Hidalgo will exhibit during the Luxury and JCK shows.
ing stones. We can produce custom jobs and even large His booth number is LUX 617.

62
 18K -$905

18K -$855
18K -$930

18K -$910
Platinum-$1465

For more information or Hidalgo’s new 18K gold or platinum diamond engagement rings. Join us at the following trade shows:
appointment call: www.hidalgojewelry.com • sfhconsultants@hidalgojewelry.com JCK Luxury Booth LUX 617
1-340-513-3427 14 N.E. 1st Ave. Suite 1003 JCK Las Vegas Booth LUX 617
Miami, FL 33132 JA New York
© Copyright Hidalgo 2011 Hong Kong September
 ATI IVVEE wwwwww. .r raar ree- c- cr reeaat ti ivvee. .ccoomm
©©22001100 RRAARREE CCRREEAT

DESIGNED
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 Show her you
love her 7 days a week

This stunning sterling silver bangle is actually seven bracelets in one. Linked together by a clasp
with the “I love you 7 days a week” inscription. A powerful message and unique design
that makes it the ideal gift. Available in four wrist sizes. $995.00

For the authorized Charles Krypell retailer nearest you

please call 1-800.487.8765
www.charleskrypell.com