cj canadian show issue 2016

4 2 7 0 9 01 3 | 9 2 0 Y O N G E S T R E E T S U I T E 6 10 T O R O N T O O N TA R I O M 4 W 3 C 7 / $ 2 5

CMCAAUDITED

Canadian Jeweller MagazineThe independent voice for the industry since 1879 CANADIAN SHOW ISSUE 2016

IF I COULD READ YOUR MINDUse web surveys to understand your customers

EN FRANÇAIS Fort et rm: Créer des lingots plus robustes

THE WINNER’S CIRCLEWhat has changed for these Awards of Excellence winners

Carlo Scalzo Caprices Signé Scalzo

A Striking Symmetry

ROUGH CUTS:ALL THAT GLITTERS

Avant-garde elegance

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12 C A N A D I A N J E W E L L E R . C O M C A N A D I A N S H O W I S S U E 2 0 1 6

Contents

76

32Departments

16 EDITOR’S LETTER

18CONTRIBUTORS

20 WHAT'S ON

22PRODUCT SHOWCASE

32 ON THE COVER: CAPRICES SIGNE SCALZOCarlo Scalzo’s balancing act between the modern Canadian market and his Italian heritage by Corrina Mosca

78

70MARKETPLACE

76STYLE COUNCILLooking effortlessly cool during the summer season

78LAST WORDPretty in Pink GET THE NEWS AS IT HAPPENS!

FIND IT ON OUR WEBSITE, NEWSLETTER AND BI-MONTHLY DIGITAL EDITION

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Contents

6256

38

26FEATURE: CANADIAN SHOWS PREVIEWLooking toward the Canadian trade shows

38ROUGH CUTS: ALL THAT GLITTERSAvant-garde elegance 44COMPANY PROFILE: SOHO JEWELRYThe Modern Connection by Cayla Ramey

46FEATURE: IF I COULD READ YOUR MINDUsing web surveys to �nd out what your client really wants by Joe Dysart

50COMPANY PROFILE: TIME CENTRALA Family Affair by Cayla Ramey

54EN FRANÇAIS: FORT ET FERMERéussir à créer des lingots forts au cours du processus de fabrication avec ces étapesby Christine Dwane

56FEATURE: THE WINNER'S CIRCLEThese Awards of Excellence competitors took home the gold—here is how they're doing now.

62GEMS & GEMMOLOGYOut Of The Blue: Sapphiresby Duncan Parker

64ON DISPLAYHow to nurture your clients by Larry Johnson

66JVC REPORTAlarm Veri�cation: What you need to knowby John Lamont

54Features &Columns

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CJ Expos

- Adidas Watch

- Affordable Creations

- Almar Inc.

- Amber Elegance

- Americas GOLD

- Anne Klein

- Aria Jewelry Ltd.

- Armani

- BellaStorm

- Best Bargains

- Beverly Hills Jewellers Mfg Ltd

- BKJ Canada

- Blushing Bride

- Canada Pretty – All Porcelain

Decorations Inc

- Canadian Jeweller Magazine (Rive

Gauche Media)

- Canadian Jewellers Association

- Carmen Jewellery

- Christian Dior

- CJB Insurance

- Claude Bernard

- Continental Geneve

- Continental Pearl Canada Inc.

- Dancing Diamonds

- Daniel Wellington

- Delmar

- Diesel

- Disney- Ingersoll

- DKNY

- Donald A. Stuart Designs

- Elle/PAJ Canada

- Embix Watch Co.

- Ferragamo

- Fervor Pte. Ltd

- Fire and Ice

- Forever Ice

- Fossil

- Fossil Canada

- Giovanni Vaccaro

- Glendo LLC Tools

- Gold & Silver House Ltd.

- Image Design

- Intergem Diamonds Ltd

- Ital Can

- Jade West

- JohnnyB Jewelry

- Jewellers Vigilance Canada (JVC) Inc.

- Jewellery Business

- Jewellery Distribution House Inc

- John’s Wholesale Jewelry

- Kate Spade

- Kenneth Cole

- Kin Chong Gems & Jewellery (Canada)

Inc.

- LOKUS

- Marc Jacobs

- Maserati

- Michael Kors

- Michele

- Nautica

- Perfect Together

- Prisilla Hui Designs

- PUMA

- R & G Jewellery and Accessories

- Roberto Cavalli by Franck Muller

- S. Georgios Ltd.

- Samsara Creations

- Shelter of the Sun

- Shiny Jewellers

- Silverman Chapman and Reese

Consulting

- Sindbad Inc.

- SK Diamonds

- Skagen

- Speciality Watch Resource

- Star Solitaire Inc

- Steelex

- STORM London

- Superdry

- Swiss Military

- Ted Baker

- TK Enterprises Inc

- Truva Jewelry

- Versace

- Versus Versace

- Zeghani by Simon G

- Zodiac

Events:❯ Opening Night ReceptionOur Opening Night Reception will take place at the close of the �rst day, August 7th from 6 p.m. to 7:30 p.m. sponsored by Beverly Hills Jewellers and CJExpos.❯ Lunch ‘N LearnOur extremely popular Lunch ‘N Learn returns to the show �oor with seminars by Tom Kaufmann of TK Enterprises, and Robert Clarke and George Nassif of Flexiti Financial. Both seminars will focus on marketing strategy and sales tactics to increase your retail business.❯ Live Gem Setting DisplayA live Diamond Setting Bench will be operating with Gerald Lewy of GEMZ Consulting Services providing instruction and demonstrations.❯ Student GalleryWe will be featuring a Student Gallery, displaying the works of some of Can-ada’s best and brightest Jewellery Design students from Ontario college and university design programs

International Centre Mississauga6900 Airport Road, Mississauga, ON L4V 1E8Sunday, August 7 to Tuesday, August 9

TORONTO

EXHIBITORS AND BRANDS AS OF JULY 5, 2016

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27C A N A D I A N S H O W I S S U E 2 0 1 6 C A N A D I A N J E W E L L E R . C O M

- 925 Solutions

- Adidas Watch

- Affordable Creations

- Almar Inc.

- Anne Klein

- Armani

- B&S (Canada) Inc.

- Best Bargains

- Beverly Hills Jewellers Mfg Ltd

- BKJ Canada

- Blushing Bride

- C.B.E. Inc.

- Canadian Jeweller Magazine (Rive

Gauche Media)

- Canadian Jewellers Association

- Carizza

- Carmen Jewellery

- Christian Dior

- Claude Bernard

- Continental Geneve

- Corona Jewellery Company Ltd.

- Dancing Diamonds

- Daniel Wellington

- Delmar

- Diesel

- Disney- Ingersoll

- DKNY

- ELLE/PAJ Canada

- Embix Watch Co.

- Empress Jewellery Canada Inc.

- Ferragamo

- FERVOR PTE. Inc.

- Fire and Ice

- Fossil

- Fossil Canada

- Gem Connection Ltd.

- Giovanni Vaccaro

- Image Design Jewellery

- Iniut Ice Candian Diamonds

- Jewelers Mutual Insurance Company

Canada

- Jewelhouse Canada

- Jewellers Vigilance Canada (JVC) Inc.

- Jewellery Business

- John’s Wholesale Jewelry

- Juvite

- Karat Imports (2012) Ltd.

- Kate Spade

- Kenneth Cole

- Kin Chong Gems & Jewellery (Canada)

Inc.

- Korite International

- Le Cirque

- Libman Designs

- Manfred+Cracco Watches

- Maple Leaf Diamonds

- Marc Jacobs

- Maserati

- Max Strauss Signature Collection

- Michael Kors

- Michele

- Nautica

- Nordlights Jewelry Design Centre

- Paragems

- Perfect Together

- Promezza

- Pulse Diamonds

- PUMA

- Pure White

- Rembrandt Charms

- Roberto Cavalli by Franck Muller

- Rodania Canada

- Rodania Swiss

- S. Georgios Ltd

- Samsara Ceations

- Sensations

- Silverman Chapman & Reese Consulting

- Sindbad Inc.

- SK Diamonds

- Skagen

- Speciality Watch Resource

- Spectrum Imports Inc.

- Steelex

- STORM London

- Sun�are Jewelry

- Superdry

- Swiss Military

- Tecimer Jewellery Limited

- Ted Baker

- Truly Canadian

- Versace

- Versus Versace

- Wedding Bells

- X Jewellery

- Zeghani by Simon G

- Zodiac

VIP LoungeThis feature is open to all Canadian Jewellers Association members and select guests of participating exhibitors and Canadian Jewellery Expos.

Complimentary beverages, snacks and a quiet respite are available to help you better meet with your business associates.

Time Square

A new feature on our �oor at both Expos, Time Square is where you will �nd our largest collection of the leading watch brands and exhibitors.

Vaccaro Family ScholarshipWe have 17 entries in the Vaccaro Scholarship this year. This is the largest pool of entries we have had in our three years and we are very excited to

see the Scholarship participation increase as it becomes a larger part of the college/university Jewellery Design scene. Stop by booth # 814 in Toronto and meet last year's scholarship winner Prisilla Designs, exhibiting and presenting

her product for your review and consideration.

SPECIAL EXPO FEATURES

Events:❯ Opening Night ReceptionOur Opening Night Reception will take place at the close of the �rst day, August 13th from 6 p.m. to 7:30 p.m. sponsored by Beverly Hills Jewellers and CJExpos.❯ CJA Ice Cream Cart The Canadian Jeweller’s Association will once again be providing compli-mentary ice cream to show attendees.❯ Lunch ‘N LearnOur slate of seminar speakers will be announced soon!

Shaw Conference Centre9191 Jasper Ave. NW, Edmonton, AB T5J 1N9Saturday, August 13 to Monday, August 15

EDMONTON


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Expo Prestige

EXPO PRESTIGE 2016Palais des Congrès de Montréal

201 West Viger, Montréal, QC H2Z 1X7Sunday, August 28 to Tuesday, August 30

FLOORPLAN

SEE PAGE 30 FOR EXHIBITOR LISTING

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Expo Prestige

- A.R.Z Crystals 711

- A.R.Z. Group Inc. 711

- A.R.Z. Steel 711

- Adora 405

- Adoration™ 419

- Affordable Creations 326

- Almar Jewellery Inc. 418

- Anne Klein 101-105

- Aréli Design 305

- Aréli Ltée 305

- Argent & Co 427

- Artic Fox ™ Anti Tarnish Silver 814

- Avi-8 819

- Azur 311

- B&S (Canada) Inc. 115

- Bagues de Phalange 718

- Banda Swiss 315

- Bandini 315

- Begli 219

- Best Bargains 218

- Beverly Hills Jewellers Mfg. Ltd 527

- BFly 410

- Bijouterie Almar Inc. 418

- Bijouteries du Québec 912

- Bijoux Inox Jewellery Canada Inc. 300

- Bijoux Nona 619

- BKJ Canada 611

- Blushing Bride 527

- Bouquet By Max Strauss 115

- Bronzallure 320

- Butter�y™ Recycled Precious Metals 814

- Cadoryn 212

- Canadian Jeweller Magazine 121

- Carmen & Co. 221

- Casio 320

- CBE Inc. 511

- Certi_ié Or Canadien 419

- CFM Production Ltd. / Madani 713

- Chrysalis 320

- CL 311

- Classic 311

- Classique 405

- Collection Jean Langevin 505

- Collection MBS 205

- Coloratura 115

- Colors of your Life 327

- Comete Gioielli 510

- Connoisseurs 320

- Continental Geneve 101-105

- Continental Pearl Canada Inc. 227

- Corona Jewellery 419

- Créations Malo Inc. 405

- Daniel Klein 315

- Danseur Nordique 419

- Delmar 101-105

- Diamants en Fête 419

- Disney 101-105

- DT & Diamants Canadiens 419

- Duets By Max Strauss 115

- École de Gemmologie de Montréal 631

- Elle Time and Jewelry 604-605

- Embix Cie D’Importation de Montres 101-105

- Emotion 505

- Emozioni 510

- Empower Yourself 212

- En Set Engraver 727

- Energizer 315

- Esca 611

- Estoria™ 419

- Eternal Flames™ Flammes Éternelles 419

- Eugene Gem Inc. 430

- European Design 727

- Fervor PTE Ltd. 804

- Fila 101-105

- Fire and Ice Canadian Diamonds 527

- Flica 219

- Flica Inc. 219

- Flora 410

- Forever Ice Canadian Diamonds 527

- Gilles Maynard Inc. 311

- Giovanni Vaccaro 527

- Gold & Silver House Ltd 811

- Golden Diamonds By GV 527

- Gravograph 727

- Gravure Atlantic Ltée 415

- Groupe Courchesne / Connoisseurs/Zinzi 320

- Hera’z 611

- Hirsch 320

- Hot Diamonds 510

- I Promise Canadian Diamonds 527

- Image Design Jewellery 323

- Inverness 410

- Ital Can Inc. 211

- Italgem Signature 510

- Italgem Steel 510

- Italgem Steel Group 510

- J Nuevo 813

- JAA Silvergems 201

- Jewelers Mutual Insurance / Invessa 812

- Jewellers Vigilance Canada 119

- Jewellery Business 328

- Jewels 4 Ever 218

- Jewels By Anita 218

- Karat Sterling™ Sterling Silver Grain 701

- Lady Dream 611

- Laser Welder Evo by Orotig 727

- Laser Writer Series by Orotig 727

- Livingstone Jewelry Co. 327

- LokÙs, Bagues de Phalange / Midi Rings 718

- LokÜs, Joaillerie Non Traditionnelle 718

- Love in Motion 527

- Love Letters 419

- Lunica 811

- Mabensa Inc. 205

- Madani 713

- Maple Leaf Diamonds 419

- Mardini 405

- Maserati 101-105

- Max Strauss - Designer Series 115

- Max Strauss Signature Collection™ 115

- Midi Rings 718

- Miss Mimi 710

- Neos 211

- Nomination Italy 819

- Nordlights Jewelry Design Centre 813

- Omor_ia 315

- Orca™ Bonded Rings and Tube 814

- Orléan 315

- Paj Canada Company 604-605

- Paragems 111

- Perfect Together 527

- Pesavento 819

- Piara by Elaine J. 604-605

- Pierres de Charme 426

- Platinet™ Sterling Silver Grain 701

- Prestige & Fancy Pak 627

- Promo Inc. 411

- Pulse™ 419

- Q & Q 315

- Quiver 700

- R.S. Gem Connection Ltd. 822

- Ready Stock™ 814

- Re-De�ned™ Enviromentally responsible 701

- Reign By PAJ 604-605

- Renata 315

- Rive Gauche Media 121

- RMR Inc. 515

- RNB Jewellery 319

- Rodania 619

- Rodania Canada 619

- Roma 1947 604-605

- Romeo J 819

- Rousseau Chain Ltd. 700

- Rovani 315

- Samsara Creations Inc. 501

- Seasons™ 419

- Silver & Co 427

- Silver & Co. Inc. 427

- Sindbad Inc. 719

- Solus 101-105

- Sothil 819

- Speedometer Of�cial 819

- Steelx 604-605

- Sterlium™ Sterling Silver Grain 701

- Storm London 101-105

- Superdry 101-105

- Sylvéa Italy 711

- Tech-Emotion 505

- Tides of Love™ Marées de l’Amour 419

- Trollbeads 705

- U-Boat 819

- Umicore Precious Metals Canada Inc. 814

- United Precious Metal Re�ning Inc. 701

- Vogue Jewellery Design 211

- Wedding Bells 527

- Welder 819

- Wind’s Embrace - Caresse du Vent 419

- Zeghani by Simon 414

- Zinzi 320

- Zor 405


GET THE NEWS AS IT HAPPENS! FIND IT ON OUR WEBSITE, NEWSLETTER AND BI-MONTHLY DIGITAL EDITION

CJ ExpoPrestige.indd 30 2016-07-07 9:36 AM


ACover Story

SYMMETRY

STRIKING

Carlo Scalzo’s balancing act between the modern Canadian market and his Italian heritage

by Corrina Mosca

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Cover Story

DEEP IN THE HEART OF LAVAL, Quebec lies Caprices Signé Scalzo. This one-of-a-kind boutique offers an exclusive selection of Italian luxury brands, each of which helps to outline the retailer as a truly unique player in an ex-tremely competitive industry.

However, the most valuable gem found at Caprices is not set within one of the many “affordable luxury” goods that the retailer sells. Rather, the compa-ny’s most cherished commodity stands behind the counter.

From humble beginningsCarlo Scalzo, founder of Caprices, is undeniably a force to be reckoned with in the industry. With his great passion for his customers, knowledge of his products and awareness of the market, he is able to offer a truly exceptional level of expertise to both his business and his clients.

Of course, every powerhouse must be built brick-by-brick. Scalzo’s founda-tions lie within his homeland of Italy, with his path to success beginning at the age of 20 in 1988. At the time, Scalzo was working as a young sales rep for a local Italian distributor.

“It fascinated me, this business,” recalls Scalzo. “When I walked into those jewellery stores, I was instantly struck with the glamour of the industry and

the passion displayed by the owners. That was something that resonated deeply with me.”

Seeing the dedication that these men and women held for both their patrons and their companies struck a chord with Scalzo. His unwavering commitment to his customers’ satisfaction began here. Through his observa-tions and his experiences, he began to adopt the maxim that the client always comes �rst—a motto that he still holds �rmly today.

Getting gutsyIt was this passion that led him to establish Il Diamante, his �rst Italian retail location, in 1991. Whilst running his business, Scalzo was also making fre-quent visits to Canada, where he saw great market potential for Italian jewel-lery and watch brands.

“At that time, the market in Canada was very conservative, especially in the minds of retailers,” says Scalzo. “And coming from Italy, I saw the opportu-nity to offer clients on-trend fashion jewellery, which was not widely available in Canada. While the Canadian market was—and is—very conservative for certain things, like engagement rings and anniversary gifts, customers want day-to-day jewellery that is not as conservative.”



Scalzo saw this opening as a chance to offer the market a “fresh” take on luxury accessories. He moved to Canada in 2000, where he soon established Diamond 2 Scalzo Bros., a new venture in wholesale distribution. Since then, the company has become the exclusive Canadian distributor for several Italian brands, which include the likes of Meccaniche Veloci, Rebecca Jewelry, and Sector No Limits Watches.

“I felt that I could add to the market something that would help the stores improve their sales by bringing in client- and market-appropriate products,” explains Scalzo. “It started with looking at and distributing brands that were the height of fashion—at that moment, it was about testing the market to see how these goods would be received.”

Running with giantsHowever, establishing his reputation in the Canadian industry was no cake-walk. Marketing his lesser-known Italian lines to retailers was extremely dif�-cult—at that time, many Canadian jewellers were focused on selling big-name brands to the country’s newest demographic: luxury consumers.

“Most of the time, I had to play Boy Scout for many brands. Because, of course, the established luxury brands had been there for almost 15 years

prior,” he notes. “I used to go to stores, and I really had to try to open retailers’ minds—sometimes, I’d even take the risk and say, if you don’t sell this mer-chandise, I’ll take it back.”

This heavy reliance on brand names—rather adherence to market de-mands—to attract customers “didn’t sit quite right” with Scalzo, he says. “A brand can only do so much: it only gives you potential. After that, if you don’t follow the needs of your clients, you can’t go very far.”

Have a little faithIt is from this aspiration to cater to the desires of Canadian consumers that Ca-prices Signé Scalzo was born. The boutique, located right outside of Quebec’s Carrefour Laval, offers a fresh, smart and vast range of Italian luxury brands for all demographics.

“You can’t just sell anything,” says Scalzo. “You have to be intuitive enough to try and cover different age and status groups. At the end of the day, the best advertising is on the wrist, the neck, or the ears of a person; if nobody is buying your products, nobody is wearing it.”

By researching and handpicking each of the brands he carries, Scalzo not only ensures that his customers will be pleased: he also cultivates a deep per-



Cover Story

sonal belief in the worth and quality of the products he offers. In his eyes, this is what truly makes them sell.

“Believing is something more deep; it’s not just about bringing your mind to believe in a product—it comes down to education,” he advises. “It’s about going to different jewellery shows around the world and seeing which goods echo not only their individual market, but also the global market. If people don’t change accordingly, they just create their own misery.”

Scalzo adds that this belief needs to be conveyed and transmitted to the client, as well—without understanding the worth of the products being sold to them, customers will lack the passion and longing that are so integral in the purchase of luxury goods.

“You need to explain your products to the client and genuinely listen to their needs,” he says. “Make them feel understood, and soon enough, they will bring their friends and their family—that’s how you generate more traf�c into the store. If you want to build a loyal clientele, you need direct and mean-ingful contact with your clients.”

Client knows bestCaprices’ staff has also been well-versed in the importance of building a strong client-jeweller relationship. He has a strong connection to his team, some mem-bers of which he has worked with since the establishment of Diamond 2.

“I have been lucky to have a good staff behind me,” he says. “You can never just attribute success to one person—it’s the people that surround you.”

Dont’ fear changeWhile Scalzo sincerely believes in constant evolution, education and reevalua-tion, his strongest ties are still those to his heritage.

“Caprices is a modern Italian jewellery store,” he says. “I am proud to say this—no one else has that Italian touch, that ability to think outside of the box. Italy’s greatness in the jewellery business comes from its attention to the needs of the market.”

It is this greatness, this consistent ability to adapt, overcome and innovate,

that Scalzo has emanated throughout his time in the industry. As Caprices moves forward, he hopes to continue growing in this manner, implementing new crowd-pleasing and undeniably unique Italian luxury goods in his store whilst sharing his love for the jewellery business with his clients.

“There are centuries-old jewellery companies in Italy, and they’re still alive,” says Scalzo. “This is because they always have the courage to reinvent themselves, to always be current to the needs of clients.”

Scalzo’s accomplishments go to show that while maintaining a strong sense of tradition is important in the building of a brand, jewellers must be unafraid of change in order to thrive in this industry. Cater to the ever-changing wants and needs of your clients while holding your heritage close, and you’ve got a winning formula for success. CJ

AT A GL A NCE

NAME: Caprices Signé Scalzo

OWNERS: Carlo Scalzo

LOCATIONS: 2504 Boulevard Daniel-Johnson, Laval, QC

STORE SIZE: 2,20 square feet

STAFF: 5

KNOWN FOR: Attention to customer needs and striving to reach perfection in everything we do.

COOL FACTOR: Genuine Italian �air

“At the end of the day, the best advertising is on the wrist, the neck, or the ears of a person; if nobody is

buying your products, nobody is wearing it.”


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