From the Archives

In 1930, at the age of 62, The Jewelers' Circular became a monthly publication, but its purposes as a “business paper” remained the same. Today, as JCK celebrates 140 years of helping jewelers make a profit, our purposes haven't wavered. We would, however, add to the second purpose in the statement at left: “… to concentrate the attention of the busy man—and woman—so that it can fulfill its purpose of helping them make a profit …” Some things haven't changed: Diamonds and diamond jewelry still account for about half of total fine-jewelry sales. Lasting value is still a selling point for diamonds, and emotion is still the key driver for diamond sales. But in 1930, with rare exception, the only place consumers could buy a diamond was from a jeweler. There was no Internet, no TV shopping, no price list. The customer trusted the jeweler, and diamonds were a high-margin prod
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