Editors

5 Tips from the Southeast’s ‘Jeweler of the Year’

EditorsAug 15, 2016

5 Tips from the Southeast’s ‘Jeweler of the Year’

The owners of the Cumberland Diamond Exchange talked with National Jeweler about hiring the right people and how long customers spend in their jewelry store. (Hint: It’s not long.)

20160815_Cumberland-store.jpg
Cumberland Diamond Exchange, which is located just outside Atlanta and owned by Mark and Rhonda Jacobson, is the 24 Karat Club Southeastern United States’ “Jewelers of the Year” for 2016.

As trade journalists, I think we too often see stories come in, such as this one spotted in the Marietta (Ga.) Daily Journal, and we miss an opportunity to reach out to the retailer and ask them one simple question: What are you doing right?

But not this time; my rampant Olympic fever broke just long enough for me to catch up with Mark, Rhonda and Melissa Jacobson, the husband-wife-daughter team behind the Cumberland Diamond Exchange in Smyrna, Ga., a suburb of Atlanta.

Cumberland Diamond Exchange just received the prestigious “Jeweler of the Year” award from the 24 Karat Club Southeastern United States at the organization’s annual banquet, held Aug. 8.


From left, Randy Lindsey, 24 Karat Club Southeastern United States treasurer and chairman of the Jeweler of the Year committee, Rhonda Jacobson, Mark Jacobson and Bill Newnam, president of the 24 Karat Club. (Photo courtesy of Tim Wilkerson Photography)
The week after the banquet, I interviewed Mark, Rhonda and Melissa via phone. Here’s what they had to say about what they believe has made their first-generation, family-owned jewelry business so successful.

1. You can’t just write a check. The Jacobsons make giving back a hallmark of their business and, in fact, it’s written in the store’s mission statement, which reads: “The benchmark of our success is not measured by the longevity of our business, but the relationships we establish with you and the impact we make in the community.”

Giving back, however, is not just about writing a check and (literally) mailing it in or donating an item for a raffle, Rhonda says.

You have to attend the events, shake hands with people and, most of all, chose charities about which you are truly passionate. When your generosity is heartfelt, it comes back to you tenfold.

For Cumberland, this includes the YMCA Northwest Georgia, the American Cancer Society’s Pink Ribbon and SafePath Children’s Advocacy Center, an organization that aids children who have been victims of abuse.

“You don’t give to get,” Rhonda says. “We feel obligated; we’re blessed and we feel obligated to bless others.”

2. Aim for perfection, or as close as you can get to it. In other words, try to be the Simone Biles of presentation and customer service.

Don’t overpromise and underserve, says Mark. If a customer comes in with a repair, finish it while they wait, if possible, or tell them they

can pick it up after lunch.

Another piece of advice he had, which was echoed by Peter Smith in his future of retail column: get the customer in and out of your store as quickly as possible.

Mark says that the old adage of “the longer they stay, they more they’ll buy,” is just that today: old. Outdated.

While the store does have some “regulars” who like to come often and linger long, in general they try to do short presentations and get to the point quickly, especially with men, who generally don’t like to shop for more than 15 minutes.

Having observed my father sitting on many a mall bench waiting for my mother and I, I’d have to say I don’t disagree with that one.

3. Bring in the next generation. “It’s paramount to have the young professionals in (the business) and involved,” says Rhonda. “They have a whole different pulse on the market.”

For Cumberland Diamond Exchange, that is their 26-year-old daughter Melissa, who came on to redesign the store’s website so it was responsive and is now the store’s marketing manager, handling email marketing, social advertising and doing some sales.

Melissa does a monthly e-newsletter for the store, which features a bride of the month each time, and also does #WeddingWednesday on social media, taking advantage of the alliterated hashtag to get a testimonial from a bride who was their customer. She says they’ve gotten a number of referrals from #WeddingWednesday.

“We couldn’t train anyone to do a better job than she does,” her mother says.


The Cumberland Diamond Exchange employs a total of 15 people including owners Mark and Rhonda Jacobson (seated in front).

4. Cultivate relationships. “It’s not always about the price,” Mark says, noting that these days, you can always find a lower price online if you look hard enough. “(People) wouldn’t buy at Tiffany’s if it was about the price.”

Jewelers need to establish relationships within their community by being involved in charities (see No. 1 above) and by joining other organizations such as the local chamber of commerce.

For Rhonda, it always comes back to one of her favorite quotes from the late poet Maya Angelou: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

“That’s how we run this business,” she says. “That’s how we treat our employees. That’s how we treat our guests who walk through the door. It’s all about relationships, and you can’t have relationships without feeling, in my opinion.”

5. Hire the right people. Right before we got off the phone, Rhonda had something to add; she wanted to mention, and to thank, the people who work for them. “We couldn’t run the store without them,” she says.

She says they look to hire people who, quite simply, love people.

“We can train them in the jewelry business but if you don’t like people, it’s impossible for you to have the patience to serve people,” Rhonda says. “They’ve (your employees) got to be people-oriented.”
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Future Fortune sapphire ring
TechnologyMar 28, 2024
Pinterest’s 2024 Wedding Report Is Out

The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.

David Ettinger
IndependentsMar 28, 2024
David Ettinger of Bechdel Jewelers Dies at 69

He’s remembered as a “font of passion,” leaving behind a legacy of dedication to his craft and community.

Jewelers of America logo
IndependentsMar 28, 2024
JA to Host Series of Learning Workshops

The first one will take place next month during the Jewelers of Louisiana’s and Mississippi Jewelers Association’s conventions.

Jewelers of America Fly In Washington, D.C.
Brought to you by
How Jewelers of America Represents Your Business

For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.

Jaeger-LeCoultre Madison Avenue NYC store
WatchesMar 28, 2024
Peek Inside Jaeger-LeCoultre’s Revamped NYC Flagship

The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.

Weekly QuizMar 28, 2024
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Asian Star’s diamond manufacturing facility in India
SourcingMar 27, 2024
Compliance, Caution, and Concern: The Current Outlook of Indian Diamantaires

There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.

Kira Diam solar plant
Lab-GrownMar 27, 2024
Indian Lab-Grown Diamond Manufacturers Keep Growing

A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.

BTYB-HoBrothers-updated.png
Brought to you by
The Scalable, Professional, and Effortless Solution for High-Demand Custom Jewelry Retailers

Ho Brothers offers scalable solutions for the future of custom jewelry.

Bharat Ratnam, a Mega Common Facilitation Centre (CFC)
SourcingMar 27, 2024
Reinvigorating SEEPZ, the Epicenter of India’s Studded Jewelry Exports

The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.

SRK Empire and SRK House
Policies & IssuesMar 27, 2024
SRK Exports’ Journey Toward Net Zero Impact

By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.

Georgia May Jagger Tommy Hilfiger ad campaign
FinancialsMar 27, 2024
Movado’s Full-Year Sales Sink 11%

The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.

Hand holding shopping bags
SurveysMar 27, 2024
Consumer Confidence Held Steady in March

Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.

Bernadette Mack
Policies & IssuesMar 27, 2024
Mercury Free Mining Hires Bernadette Mack

The former WJA executive director is MFM’s new managing director.

April Is Diamonds Do Good Month
Policies & IssuesMar 27, 2024
Diamonds Do Good Announces Its April Initiative

DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.

Tiffany & Co. With Love, Since 1837
MajorsMar 26, 2024
Tiffany & Co. Debuts ‘With Love, Since 1837’ Campaign

Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.

National Jeweler columnists Duvall O’Steen and Jen Cullen Williams
ColumnistsMar 26, 2024
Creative Connecting: AI Tools and Tips for Social Media

Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.

Nordstrom Men’s Store New York City
MajorsMar 26, 2024
Nordstrom May Go Private, Says Report

The retailer previously turned down an $8.4 billion offer in 2018.

Interior of Miami Lakes Jewelers
IndependentsMar 26, 2024
Miami Lakes Jewelers to Close After 37 Years

The Florida store’s owner Miguel Gonzalez is retiring.

 International Gemological Institute
GradingMar 26, 2024
IGI Announces Tech for ID’ing Lab-Grown Colored Diamonds

The lab stresses the importance of accurate identification, as the difference in price is “substantial.”

Kendra Scott lab-grown diamond jewelry
CollectionsMar 25, 2024
Kendra Scott Debuts Lab-Grown Diamond Fashion Jewelry

The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.

Instappraise logo NAJA logo
Events & AwardsMar 25, 2024
NAJA, Instappraise Offering Scholarships for Aspiring Jewelry Appraisers

One is reserved for a NAJA member, the other for a non-member.

Carie Lehrke and Megan Mattice
MajorsMar 25, 2024
Borsheims Announces New VP of HR, Assistant Manager

Longtime employees Carie Lehrke and Megan Mattice have received promotions.

My Next Question graphic vintage jewelry webinar
Recorded WebinarsMar 22, 2024
Watch: How to Buy and Sell Vintage Jewelry

Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.

Chris Clipper and Robert Lepere
MajorsMar 22, 2024
David Yurman Announces New CFO, Chief People Officer

Chris Clipper and Robert Lepere join the company with 50 years of combined experience.

Nakard pyrite earrings
CollectionsMar 22, 2024
Piece of the Week: Nakard’s Pyrite Earrings

The trendy, metallic earrings wink at classic spring colors.

Stock image of police cars with their lights on
CrimeMar 21, 2024
Sparks Fly as Burglars Lose Safe on California Freeway

JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.

Grizzly Mining rough emeralds
SourcingMar 21, 2024
Grizzly Sells 4,145-Carat Emerald for Over $1M

The miner’s March auction generated $19 million.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy