An industry needs to have some common goals - it needs to be able to take criticism and respond appropriately. Yes, the jewellery industry has changed worldwide: the line between wholesalers and retailers is blurred; people buy diamonds for $10,000 on the web, sight unseen; a certificate is now almost a prerequisite for sale; there are more jewellers than ever in shopping centres (though I have yet to see someone's rent go down); and, in the last 12 months, programs in the news have questioned both the value and ethics of jewellery.
There is a need to embrace technology, talk about differentiating yourself, but you've heard it before. Our number one problem is sales - or, should I say, lack of sales. Why? Jewellery is not in the consumer's face. Instead, it's an iPod, a plasma TV or a mobile phone. Jewellery is out of sight, and certainly out of mind.
If we want to call ourselves an industry then let's act like one. Let's use our combined muscle to get attention. We need every one of us and all of our "associations" - regardless of their individual charter - to come together and put jewellery back on the map.
We need more articles, more advertisements and more mentions on radio and TV. But the big money must be spent on educating jewellers about how the internet works and how to deliver high-quality web content to the public. The internet is the most cost-effective method to get our message out and it works not only in isolation but also when complemented with other mediums. Sadly, it is only effectively utilised by a few as the majority of us still don't fully understand it.
In another example, we have the unique ability to use merchandise (which may only cost us half or less of its selling price) as a fantastic attention getter to sponsor competitions both for jewellery design and fundraisers. Think of the promotional work that could be done if every retail jeweller donated just one or two items of "dead stock".
That's right - every retail jeweller in the world has stock that sits in a box, on a shelf, in a safe or cupboard; jewellery that just hangs around year after year. Let's set up a charity foundation and have the world's biggest jewellery giveaway to those less fortunate. Imagine thousands of jewellery items given away by the Australian jewellery industry - now that would get the attention of the press.
Our trade has wonderful stories, so let's tell those stories because they can bring us great publicity. Let's align ourselves with the fashion industry. Let's work together to gain some of that enormous exposure. We also need to focus on our target markets: the bridal and maternity markets, the mature and graduation markets.
The above examples are just micro ones. When it comes to doing something large, how do we do something on an industry level, and where do we find the money?
There are approximately 4,000 jewellery-related businesses in Australia. If each one committed to $20 per week - or even half of that - we could raise millions of dollars. Imagine how much exposure that could buy us.
You may all ask why you should contribute when others probably won't; and who will benefit? What we need is to start a cumulative effect that rebuilds our industry and if a small amount of money from you can help, then donate. We could all talk about all the reasons it won't work, but just imagine. Imagine being so busy in your store that you need to employ more people. Imagine your landlord wants you desperately as a tenant, that you need to train an apprentice, that the challenge of building the best store or website is one and the same and that the jeweller on the other side of the mall is not your enemy, but a colleague.
Imagine that your relationship with your best suppliers goes to a new level because they can now see your commitment to them.
The only way to achieve these goals is through a concerted effort to rejuvenate the industry.
United we stand, divided we fall! Now, that's a jewellery industry I'd like to see.
Name: Rami Baron
Business: Australian Jewellers Consortium
Position: Managing Director
Qualifications: Studied Marketing and Retail at The University of Technology, Sydney.
Years in industry: 30, Third Generation Jeweller