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Borsheims Creates New Position, Promotes Executive

Adrienne Fay will serve as vice president.

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Adrienne Fay

(PRESS RELEASE) OMAHA, NE — Borsheims has promoted Adrienne Fay to vice president overseeing the customer purchase journey. In this newly created role, Fay will ensure that customers shopping online, by phone, or in person will have the same excellent experience that is a hallmark of Borsheims since its founding in 1870.

In her new position, Fay will bring together every part of the store that interacts with customers and unite them in an omnichannel approach. It is a strategy Borsheims has been focusing on as it moves toward its 150th anniversary, making several changes including:

  • Implementing and converting to a new Enterprise Resource Planning (ERP) solution,
  • Developing ‘virtual showroom’ technology to allow the sales team to create personalized selections for retail and business customers,
  • Implementing new eCommerce and Gift Registry platforms that allow for ease of navigation and ordering for customers,
  • Promoting new customer outreach tools, both in traditional and new media methods,
  • Creating a new role, eCommerce Fulfillment Specialist, dedicated to ensuring online orders and customer interactions receive the same instore exemplary customer service, and
  • Unveiling a new corporate gifts online ordering functionality, working with companies, educational institutions, and nonprofits throughout the United States to help reward their employees.

Fay is a 15-year veteran of Borsheims, most recently serving as the director of marketing and business sales. In that role, she led the marketing team, grew and managed Borsheims’ business sales division, and guided the store’s philanthropic efforts. She also oversaw the store’s participation in the annual Berkshire Hathaway shareholders weekend, including the shareholder-only parties at Borsheims and the mini-Borsheims at the exhibitor’s hall.

Borsheims President and CEO Karen Goracke said: “Customers value Borsheims integrity and quality, and we in turn value making shopping a seamless experience for them – no matter how they come to us. Whether it’s an online sale, a live chat that leads to an instore consultation, or research conducted on borsheims.com for a special purchase—we are designing all our business functions with the customer in mind. Adrienne has the ideal skills to lead us in that direction.”

Berkshire Hathaway Chairman Warren Buffett said, “Borsheims has been in business for nearly 150 years due to its leaders’ ability to adapt to the environment around them. The evolving business focus and Adrienne’s promotion to this new role are evidence of that.”

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NAJA Offers Scholarship for Gemology Students

Deadline for submission is November 1, 2019.

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The National Association of Jewelry Appraisers (NAJA) announces that it will award an ACE It Appraisal Conference Scholarship to a deserving gemology student. NAJA invites GIA, FGA, FGAA, FGG, FCGmA, RGA students to apply for this scholarship for the 53rd Annual ACE It Winter Educational Conference scheduled on February 2 – 3, 2020 in Tucson AZ.

This opportunity gives the gemology student a first hand experience of networking with appraisal professionals by attending the highly regarded NAJA educational experience during a time when Tucson devotes itself to gems, jewelry, and minerals. The scholarship, which covers the conference fee only, requires a resume, photo and an essay explaining the reason why the gemology student would choose to become a gems and jewelry appraiser. NAJA believes that becoming a gems and jewelry professional appraiser is a viable career option for gemological students.

Applications can be obtained at http://najaappraisers.com/ScholarshipApp2019.pdf. Deadline for submission is November 1, 2019 and the final selection by the NAJA Scholarship Advisory Board will be announced December 1, 2019.

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CIBJO Releases Marketing and Education Special Report, Analyzes ‘Next Great Jewelry-Buying Generation’

Generation Z ‘is coming to our markets very soon if it has not already arrived in reality.’

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(PRESS RELEASE) MILAN, ITALY — With fewer than 10 weeks to go until the opening of the 2019 CIBJO Congress in Manama, Bahrain, on Nov. 18, the first of the CIBJO commissions’ Special Reports has been released. Prepared by the CIBJO Marketing & Education Commission, headed by Jonathan Kendall, the report returns to what has been defined as the next great jewelry-consuming group, Generation Z, providing a breakdown of what the industry needs to consider if it is to ensure that jewelry remains a favored purchase.

Generation Z refers to consumers who currently are 15 to 25 years of age.

“Gen Z is coming to our markets very soon if it has not already arrived in reality,” writes Kendall. “Its members are forecast to spend a whopping $143 billion this year alone. So we better get them on our side if we want to enjoy a rosy future. In fact, the future success of the jewelry industry will depend on our understanding the needs and wants of Generation Z. Get this right and we can all look forward to strong profitable years moving forward. Get it wrong and we could be destined for the scrap heap – not overnight maybe, but ultimately.”

Communicating largely via social media, Generation Z is more environmentally conscious and gender neutral than any generation that preceded it, studies show. It celebrates authenticity, diversity and human imperfection. It is more likely to heed the advice of a friend rather than a celebrity.

“Gen Z is prepared to splurge, but it must be worth it. The more added value the better, and that can come from its environmental credentials or its social value,” says Kendall.

To download a copy of the CIBJO Market & Education Commission’s special report, click here.

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Gem Legacy Celebrates 1 Year Anniversary

It launched in September 2018.

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(PRESS RELEASE) ROYAL OAK, MI – Gem Legacy is celebrating the successes of its 1 year anniversary after launching in September 2018 by founder Roger Dery. Gem Legacy is a 501(c)3 nonprofit supporting education, vocational training, and local economies in East African colored gemstone mining communities.

The first year has boasted many successes, thanks to industry partners and donors. Roger Dery, founder and executive director of Gem Legacy looks back on the first year: “Lives are deeply affected because we’re ensuring that a group of widowed miners will find Tsavorite Garnet, 28 orphans will get a full education, kids are getting full nights of sleep on new mattresses, and young adults are entering the gem industry with knowledge in gemology and gem faceting. They have hope because we, the jewelry industry, are saying ‘we see you and we believe in you.’”

Other highlights from Gem Legacy’s first year include the formation of its advisory board (Christina Clover-Field, Ben Smithee, and Monica Stephenson) and its Leadership Council (Omi Gems and Parle Jewelry Designs). The leadership council is growing to be a consortium of the industry’s top leaders dedicated to sharing Gem Legacy’s mission and activating a united industry-wide effort to support the mining communities in Africa.

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