(PRESS RELEASE) After more than 45 years in the diamond and jewelry industry, most recently with GCAL by Sarine, Steve Feldman has announced his retirement… sort of.
Steve Feldman
“Sort of because I know I’ll need to keep busy. And I’m certain I can use my writing and story-telling skills to help a few diamond and jewelry companies on their website, with social media and marketing,” explained Steve. “But my VP and Director of Sales & Marketing days are over. I am indeed, and perhaps finally, packing in my full-time jewelry industry career.”
“I joined the industry as Associate Publisher of National Jeweler Magazine in the late ‘70s. Jimmy Carter was president. Abba’s “Dancing Queen” was #1. Star Wars Episode IV was on top. Laverne & Shirley ran neck and neck with Happy Days. My first day on the job was a press conference where we announced the magazine was changing from a monthly publication (12x per year) to a semi-monthly (24x). The news was not exactly met with a standing ovation, letting me know this was going to be a really interesting ride. And it sure has been.”
Steve continued: “It was memorable being right smack in the middle of an emotional rebellion where colored gemstone dealers were threatening to leave the existing Tucson trade show (GLDA) and start an association and trade show of their own. After being the mediator in an unsuccessful meeting with show management in the back of the hotel kitchen, the new and current American Gem Trade Assn, and eventual AGTA Show was born.”
With Chatham Created Gems, Steve once again found himself in the middle of a political brawl, this time against natural gem dealers. The focal point of the heated and passionate debate was centered around the viability of gemstones that were created in a laboratory versus those that were mined from below the earth’s surface. Sound familiar? Ultimately, it was a war of words, or a terminology battle, pitting “synthetic” (preferred by natural dealers) against a menu of other names no one could agree on. Steve even launched a marketing campaign with the theme: “Don’t Use the Word Synthetic” imprinted on flyers, ribbons and buttons. In the end, “Lab Grown” was the ultimate name of choice, as it still is today.
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Steve returned to publishing trade magazines, this time with Modern Jeweler and Lustre. “Lustre was unique,” Steve said. “It focused on the synergy between the fine jewelry industry and the fashion world. It was a truly beautiful publication.”
Steve then spent 12 years as Director of Sales & Marketing for Sightholder Hasenfeld-Stein. “What an education! That’s where I truly came to appreciate the appeal of, and the importance of quality, well-cut diamonds. To be privy to the inner workings of De Beers, getting to appreciate their power and influence, was eye-opening. I’ll never forget a marketing meeting in their London office when I challenged their ‘2-months salary’ marketing and advertising campaign. I didn’t realize how sensitive a subject that was. But they were ready for me.”
“I spent 40 years working with retailers and manufacturers, doing all I possibly could to help them grow and prosper. So I was fortunate to be able to then join Don, Pam and Angelo Palmieri as Director of Sales & Marketing at GCAL (Gem Certification & Assurance Lab). GCAL was the perfect transition. A lab world renowned for diamond grading accuracy, consistency and ethics… focused on protecting the ultimate consumer.” Of course, wouldn’t you know it, a week or so after Steve joined the company, Covid hit. But GCAL recovered well, enjoying record breaking years.
“It’s been an awesome ride!” shared Steve. “So much has changed, while a whole lot seems very much the same. It’s great to see so many new faces and new companies. And thank goodness that future groom is still getting down on one knee and asking for her hand in marriage (pardon the not-always correct gender reference)… with a diamond engagement ring. Hallelujah!”
You can contact Steve at stevefeldmanmktg@gmail.com
