b'LETTER FROM THE EDITORF rom building a brand to building upon120 Broadway, Suite 2820 | New York, NY 10271 | www.nationaljeweler.comexamples set by other retailers, theEDITOR-IN-CHIEF themes of construction and devel- Michelle Graffopment are present throughout thismichelle.graff@nationaljeweler.com | 212-687-2758issue and I could not think of any conceptsEDITORIALmore fitting. Senior Editor, Gemstones Brecken BranstratorIt is, after all, the fourth State of thebrecken.branstrator@nationaljeweler.com | 212-687-2763Majors issue National Jeweler has publishedFashion Editor Ashley Davissince re-entering the print space in 2016, andashley.davis@nationaljeweler.com | 646-658-5802build is exactly what we continue to do. Associate Editor, News Lenore FedowWe built our staff this year with the addi- lenore.fedow@nationaljeweler.com | 646-658-5808tion of a new writer, Associate Editor LenoreCONTRIBUTORSFedow, who wrote about Wall Street trends forResearch Edahn Golan, Peggy Jo Donahuea financial news website before joining us to cover the big public and privateCopy Editor Peggy Jo Donahueretailers in the jewelry industry. Design and Layout Weswen DesignWe built our distribution with the addition of The Market Issue back in April, bringing our annual print issue total to three.MARKETING & COMMUNICATIONSAnd, as individual editors, we continue to build on our knowledge of ourDirector of Marketing & Communicationsrespective beats.Molly Fallon | mfallon@jewelers.orgAssoc. Dir. of Communications & Digital DevelopmentIn How to Build a Brand Now, Fashion Editor Ashley Davis went beyondLauren Thompson | lthompson@jewelers.orgtrends and the latest eye-catching jewelry collections to ask: What does being a brand really mean?SALESAnd, how can you craft your brands message in a way that is clear, conciseU.S. Sales | Bobbie Hamburgbobbie.hamburg@nationaljeweler.com | 610-716-1225and cuts through the clutter? You can read Ashleys story on page 50. India Sales | Bhupal Potdar Senior Editor Brecken Branstrator expanded her ever-increasing knowledgebhupalpotdar@gmail.com | +91 - 98211 51035of the colored gemstone industry for her piece on why source countries are working to keep gemstone cutting and polishing within their borders.EDITORIAL ADVISORY BOARDBuilding Benefits at Home can be found on page 60.Ryan Berg, Lee Michaels Fine JewelersFor Up, Up, and Away: The Rise in Natural Colored Diamond Prices,Cathy Calhoun, Calhoun JewelersBill Farmer, Jr., Farmers JewelryLenore developed knowledge of a world thats entirely new to hernaturalKaren Goracke, Borsheimscolored diamonds.Larry Pelzel, Neiman MarcusShe dug into the science behind the formation of these beautiful stonesCraig Rottenberg, Longs Jewelerswhile tracing their price trajectory. Read all about it on page 44.For my part, I (hopefully) built upon our readers knowledge of creating a retail experience for This Is What Innovation Looks Like on page 8.Creating an in-store experience is something you read about everywhere these days, but what does doing so entail? And, whos doing it right?I talked to a handful of retail design experts, and explored a couple stores that dont sell any jewelry, to find out. PRESIDENT & CEOAs we continue to grow and learn, we hope you, our readers, are doing so along- David J. Bonaparteside us, and that you find something in this issue upon which you can build.BOARD OF DIRECTORSHolly Wesche, Chair, Wesche Jewelers Caryl Capeci, Chow Tai FookRobert F. Moeller II, Chair-Elect, North America R.F. Moeller Jewelers Ronda Daily, Bremer JewelryKaren Goracke, Vice Chair, Borsheims Peter Engel, Fred Meyer JewelersMichelle Graff Coleman Clark, Vice Chair, Elise Greenberg, Greenbergs JewelersEditor-in-ChiefB.C. Clark Jewelers Camile Hannoush, Hannoush JewelersCraig Rottenberg, Treasurer, Simon Katz, Simons JewelersLongs Jewelers Lenny Kramer, Leo Schachter DiamondsMatthew Rosenheim, Secretary, Chuck Kuba, Iowa DiamondTiny Jewel Box Joseph Molfese, Bella Cosa JewelersMercedes Abramo, Cartier North America Steve Padis, Padis JewelersMike Alexander, Jewelers Mutual Stan Razny, Razny JewelersChad Berg, Lee Michaels Fine Jewelry Tobey Ritchie, Harry RitchieLawrence Bock, Bachendorfs Steve Velasquez, Madison Jewelers6 STATE OF THE MAJORS 2019 David Bouffard, Signet Jewelers Ltd.'