Seminar: Dominate Local Search with Brad Simon

From the AGTA listing:

Internet Marketing to Drive Local Traffic
Brad Simon, www.internet4jewelers.com (Graham room)
Basic - Intermediate. Getting the customer through the door is critical for the brick and mortar retail jeweler. Yet more and more customers begin their shopping process by seeking information on the internet, where they can find out about you, your business, and the colored gemstones which interest them. Take advantage of the customer’s use of the internet and let their search lead to your door, prepared to buy willingly from you.

Concrete and practical steps for using the internet to drive local traffic are the focus of this session.

AGTA has included several sessions this year on marketing your business online...this one was specifically aimed at the "brick and mortar" jewelry store owner.

The increased dependence on internet search for local business has greatly affected the ability of a small local store to draw customers...the days of a yellow page ad pulling traffic is gone.

Brad Simon of "Internet 4 Jewelers" spoke engagingly and with passion about recent changes to Google Search and how those changes can be used to your advantage.

Tucson Tip - AGTA is recording most of the sessions and they will be available in a DVD format - you can see their 2009 offerings here and for info about the 2010 sessions email: info@agta.org.

Seminar: Pearls with Elisabeth Strack

From the AGTA listings:

Developments in the Chinese Pearl Industry
Elisabeth Strack, Gemmologisches Institut Hamburg (Mohave room)
Intermediate – Advanced. It is getting more and more difficult for jewelers to keep track of developments in the cultured pearl industry. Traditional producing countries like Japan are losing ground and newly producing countries like Vietnam are on the rise. In addition to producing Akoyas, China produces not only fresh water cultured pearls of all varieties, with and without a nucleus, with and without second and third harvests, but also tries its luck with South Sea cultured pearls. The traditional South Sea countries concentrate their efforts on quality but some producers undermine such efforts. It is getting increasingly more difficult, even for an expert, to distinguish the different types of pearls with the naked eye and evaluate them. Only a systematic approach will help. If eye-visible criteria are not enough, certain testing methods have to be applied which will be presented in this lecture. The lecture will also make reference to artificial coloration and treatments as they often add to the confusion of origin. Methods of detection will be presented.

AGTA offers some of the best in their field...and Elisabeth Strack quite literally wrote the book! The author of one of the most extensive tomes on the topic (the English translation came out in 2007). If you are interested in a copy they are available at the NAJA (National Association of Jewelry Appraisers) booth in the main walkway at the AGTA Show.

Her presentation includes a very exclusive look into the workings of a pearl farm - from dying and bleaching rooms to the actually harvesting.

...and I was introduced to a pearl - I had never heard of - the "souffle pearl"! So called due to the hollow center produced. It forms around a center made of mud - so when they are drilled and rinsed the center material drains out! Sweet - Seahunt has them on the AGTA Show Floor!

Liddicoat Awardee to Appear on Writers Panel...

Latest winner of the prestigious Richard T. Liddicoat award to appear on a panel of authors at the AGTA Gemfair!

Gemological Institute of America (GIA), at a surprise ceremony awarded John Koivula, chief research gemologist, the Richard T. Liddicoat Award for Distinguished Achievement.

For those of you who are attending the Tucson Gem Show there is a rare opportunity to meet three of the most important writers in the industry!

February 4th

THURSDAY 1:00 – 2:00 P.M.

Books for Gem Lovers!
John Koivula, Ron Ringsrud, Richard W. Wise

(Mohave room)
Basic - Intermediate. Authors of recent new and revised Gem Books discuss their works.

John Koivula: Photo Atlas of Inclusions in Gemstones: Vol III and Geologica-Earth’s Dynamic Forces

Ronald Ringsrud: Emeralds A Passionate Guide The Emeralds, The People, Their Secrets

Richard W. Wise: The French Blue

This should have something for everyone - the range of authors is really good. If you aren't familiar with their work - let me take a minute to help you catch up!

John Koivula's books should be on every Gemologists bookshelf. Some of the best microphotography available is in the three volumes of his Photo Atlas of Inclusions in Gemstones.

The third volume of his Atlas and his Geologica will be available for purchase and John will signing these highly sought books! This is exciting because you can't just go to Amazon and pick up these books...and of the three presenters this is book I don't yet own and autographed copy of!

Ron Ringsrud's "Emeralds, A Passionate Guide " is being compared to Richard Hughes' "Ruby & Sapphire"...the name is perfect - Ron is passionate about the stones, the people and the ways of his adopted home in Colombia! Click through to read a review of Ron's (standing room only) book signing event in Southern California here.

....and last but certainly not least - Richard W. Wise has already made a name for himself as a world renown jeweler but not one to sit on his laurels, Wise wrote a best seller in the gem industry. "Secrets of the Gem Trade" is a book that appealed to Industry and Amateur alike, and now he has produced a book that defies categorization..."The French Blue".

"The French Blue" is an illustrated historical novel of the the 17th Century. It follows the voyages of Jean-Baptiste Tavernier on his gem expeditions, through adventure and love affairs, culminating in the story of the blue diamond that became known as "The Hope Diamond".

You can see my review of this gripping historical novel on my Review Blog...

Tucson TIP! Did you know that you don't always have to pay for a first class education? In Tucson the AGTA Seminars offer some of the finest speakers in the Industry - free of charge!!! So find a seminar that appeals to you here and I'll - See you at the Show!!!

AGTA GemFair Seminars...Overview

Some difficult choices to make here...it is good to see that some of my favorite seminars are being offered again this year:

Gem ID – Parts I and II hands-on (3 hour extended session, ends at 4:00)
Antoinette Matlins, Gemstone Press (Graham room)
Basic-Advanced. (Part I not required to benefit from Part II. Part II is not required to complete Part 1). These non-technical, half-day workshops demonstrate how to use simple, portable instruments to quickly and easily identify colored gemstones typically seen in the jewelry market, and detect many treatments, and spot many fakes and synthetics. Techniques to screen for HPHT-treated diamonds and surface-coated diamonds and gemstones are also covered. Even gemologists can benefit from time-saving tips. These techniques and tools will reduce risk and increase confidence when buying away from your store, office, or in the field. Class size limited. (First-come, first-served, limited attendance).

Every one who buys gems in Tucson should take this seminar - it is an extended session so it does take up quite a big chunk of your time - but the hands on experience you gain will make you a smarter buyer.

Spinel: A Royal Gem
Edward Boehm, JOEB Enterprises (Greenlee room)
Basic - Intermediate. Spinels come in diverse colors from romatic origins. Their durability and high dispersion add to their allure. Graduate Geologist Edward Boehm leads a stunning visual tour through time and space as he explores famous spinels and explores the historic and current sources for spinel, such as Burma, Sri Lank, Tanzania, and Tajikistan. Using images from his own travels to the mines, including his most recent trip to Tanzania, Boehm enlivens the story of this gem which is currently holding great consumer attention

Each year Ed Boehm takes you on a journey to a new, exotic location to discover some of the latest finds...in 2009 it was Winza Ruby and in 2010 we look at Spinel.

Developments in the Chinese Pearl Industry
Elisabeth Strack, Gemmologisches Institut Hamburg (Mohave room)
Intermediate – Advanced. It is getting more and more difficult for jewelers to keep track of developments in the cultured pearl industry. Traditional producing countries like Japan are losing ground and newly producing countries like Vietnam are on the rise. In addition to producing Akoyas, China produces not only fresh water cultured pearls of all varieties, with and without a nucleus, with and without second and third harvests, but also tries its luck with South Sea cultured pearls. The traditional South Sea countries concentrate their efforts on quality but some producers undermine such efforts. It is getting increasingly more difficult, even for an expert, to distinguish the different types of pearls with the naked eye and evaluate them. Only a systematic approach will help. If eye-visible criteria are not enough, certain testing methods have to be applied which will be presented in this lecture. The lecture will also make reference to artificial coloration and treatments as they often add to the confusion of origin. Methods of detection will be presented.

Elizabeth Strack's Pearls Seminars are always amazing - filled with current first hand information - good to see they didn't schedule her on the last day of the show this year!

...along with these standards there is a whole crop of new subjects:

Colored Gemstone Wardrobe, Fashion Informed
Hedda Schupak (Maricopa room)
Basic - Intermediate. Astute retailers understand that fashion-forward clients need two services from their personal jeweler. The first service is assistance in planning a core jewelry wardrobe which articulates the client’s personal style. The second service is assistance in complementing the core jewelry wardrobe with fashionable jewelry pieces which are sensitive to the colors, themes, and economies of each fashion season. In this session with fashion and style expert Hedda Schupak, learn how to help your customers develop a colored gemstone wardrobe that is fashion informed.

Hedda Shupak, contributing editor of JCK Magazine brings us into the world of Fashion.

Books for Gem Lovers!
John Koivula, Ron Ringsrud, Richard W. Wise (Mohave room)
Basic - Intermediate. Authors of recent new and revised Gem Books discuss their works.
John Koivula: Photo Atlas of Inclusions in Gemstones: Vol III and Geologica-Earth’s Dynamic Forces
Ronald Ringsrud: Emeralds A Passionate Guide The Emeralds, The People, Their Secrets
Richard W. Wise: The French Blue

...and if you are a reader like me you will be excited about this assembly of noted authors in the Gem & Jewelry Industry.

Internet Marketing to Drive Local Traffic
Brad Simon, www.internet4jewelers.com (Graham room)

Use Social Media to Sell Design
Cindy Edelstein, Jewelers Resource Bureau (Maricopa room)

Brad Simon (http://internet4jewelers.com) and Cindy Edelstein (http://jewelersresource.com) are both doing seminars on online marketing - Brad looks at your optimizing your website to attract local traffic and Cindy introduces you to the "Brave New World" of Social Media.

More seminar info at: http://agta.org/tradeshows/gft-seminars.html

I am getting more excited as each announcement is made - I hope that you are making plans to see the Tucson Gem Show in 2010 and if you can't go to Tucson - that you join me.

I have set up a separate Twitter account and site that I can post to and you can talk to me while I am in Tucson (yes - I will still be posting daily wrap ups on my blog).

On Twitter you can follow @TucsonGemShow

...and get the quickest updates at:

http://twubs.com/TucsonGemShow

If Facebook is your preferred platform my page can be accessed at:

http://facebook.com/TucsonGemShow

AGTA GemFair Seminars..