United we stand

Posted July 01, 2008 | By Bruce Rosewarne

A push by the JAA to establish an ethical code is just the first step for a jewellery industry that must learn to promote itself, according to BRUCE ROSEWARNE, director, Heuers Jewellers.

We seem to be seen as an industry that is in discount mode everyday. Our fluctuating prices leave consumers uncertain as to the quality of product and service that is on offer in our stores.

In the February issue of Jeweller, the CEO and the editor both discussed the industry's identity and the need for a code of ethics, as well as the concept of JAA certified jeweller memberships.

I would endorse the ethics code because its implementation would set a standard that has not been encouraged throughout the industry over the past 20 years, and because it is a clear and unified voice from all of us.

The industry needs leadership through a national body that is accepted as the only industry marketplace identity throughout Australia and overseas. The JAA fits this category; however, it will need support to establish strong industry acceptance and to build good relationships with both government and consumer.

What is needed is to bring the industry together, but conference discussion panels will not work until all facets of the industry are first approached and asked for their diverse input on the future of the trade.

This is too hard a situation for any board or committee to come up with the answers alone, so the JAA needs to take a leadership role, to become a facilitator and director of discussions and to put out a paper to all allied associations and traders in the jewellery industry including wholesalers, Australian manufacturers, gem merchants, bullion suppliers and the buying groups.

Only this way will the JAA get a true and accurate representation of industry thoughts from which a constructive plan for the jewellery industry could be formulated.

Implementation of this plan - assumedly one that is heavy in strategies to boost consumer confidence and promote the industry - through media and communications networks would follow, showing that there is a genuine code of ethics endorsed by the official members and traders of the JAA.

The question remains: how would the code of ethics and a standard be accepted and enforced? I believe that a director would need to be established whose portfolio it would be to administer the code with a committee made up of JAA representatives, the JAA CEO and associated members.

Good committees take action. If they make errors, they can always learn and correct the relevant issues as they expand the development into the future to ensure the industry will survive.

In the 1960s and 1970s, the government issued licences to accredited valuers in the industry.

With the abolishment of these laws, we saw the need for the creation of a national council of valuers to establish a system of uniformity and standards.

Today, the National Council of Jewellery Valuers operates as intended. This needs to happen to the jewellery industry, too.

In the February issue of Jeweller, the editor discussed how the accountancy industry needed to promote and change the perception of its members, revealing how the trade reached a successful outcome using marketing campaigns.

The TV media has continued to pursue our industry for quick sensational stories, but we are guilty as an industry for sitting back and allowing this to happen.

Our level of integrity would be defined by a code of ethics, which could be used to show the media and its readers and viewers that we are not sitting still; that we are working hard to improve the trade and that there is a genuine duty of care towards consumers within the Australian jewellery industry.

As individuals, businesses and groups, we are suffering from lack of competitive exposure against the multinational information technology and communications groups.

Along with most homeware products, jewellery is falling behind the consumer electronics industry simply because the latter is better at marketing themselves to the consumers that we are.

Yes, we all know a tennis bracelet is far superior to an iPod and that a diamond brooch is far superior to a television, but the consumers will never realise this until we stand together and make them all aware.