California Dreaming, Publisher’s Letter, May 2013



Welcome to our spectacular annual blockbuster, the May preshow issue of JCK! Like the September Vogue, the issue can always be counted on to weigh down the bags of postal service workers around the country—and this year is no exception. We hope you enjoy the tremendous amount of editorial in the issue, and we hope your interest is piqued and your appetite whetted by the many pages of beautiful jewelry displayed by the advertisers. Feel free to tear out the advertisers’ pages you like and use them as a guide to find their booths at the JCK Las Vegas show, which opens May 31 at Mandalay Bay Resort & Casino.

As I look ahead to Vegas, I can’t help but look back at the months of work that have lead up to it. A recent highlight was a trip that, happily, has become a ritual: my annual return to Los Angeles to participate in the dinner/industry education event organized by the Los Angeles chapter of the Women’s Jewelry Association and the 24 Karat Club of Southern California.

This year’s theme was Meet the Marketers, and it was a smashing success. A sold-out crowd of 80-plus Southern California jewelry manufacturers, advertising and marketing experts, and PR specialists gathered for cocktails, dinner, and a very informative panel discussion including yours truly!

Left: me on the panel at WJA L.A.’s “Meet the Marketers” event; right: our fabulous West Coast sales rep Robin Lutin and me at the event

Well-moderated by SmartWork Media’s Dan Kisch, the panel included ­specialists on branding (Lentini Design’s Hilary Lentini), public relations ­(Stephen Webster’s Jessica Craig), social media (Red Ropes Digital’s ­Maryanne Conlin), and advertising (me!). The discussion began with defining your umbrella brand and continued on to cover getting the word out through public relations, controlling your message through advertising, and amplifying all of the above through social media.

Congratulations to WJA Los Angeles copresidents Jen Cullen Williams and Lisa Schoening, 24 Karat Club of Southern California president Frank Proctor, and 24 Karat Club executive director Marlowe Kepner on a terrific evening.

There’s more exciting news for May: Home shopping network ShopNBC will feature the winner of this year’s JCK Jewelers’ Choice Awards, Marika Desert-Gold! We’ve supplied the network with plenty of information on the awards, their unique retailer-voted winners, and the winning yellow gold cuff bracelet from Marika Desert-Gold.

I hope you’re breaking in your shoes, getting plenty of rest, and doing your research now for JCK Las Vegas. Be sure to visit the show page of ­JCKonline.com (lasvegas.jckonline.com), and follow the links to My JCK Show Planner. This tool allows you to research exhibitors, study the floor plan, and decide your appointments and routes to maximize your precious time at this important trade fair. Like the issue you’re now holding, the show is destined to be a biggie. I can’t wait to see you there!