AJS-U FULL SCHEDULE
AJS Fall Seminars will take place in a classroom on the show floor during show hours and are free of charge. All AJS attendees are welcome to register and attend these informative and inspiring sessions.
- • Entry to the AJS Fall Show and show floor seminars is FREE for retail businesses that meet our entrance criteria.
SATURDAY, AUGUST 23, 2025
Rebecca Boyajian-Pecnik
10:00 AM - 11:00 AM
Retail Reboot: Navigating Trends & Best Practices in Today’s Jewelry Business
Moderator:
Rebecca Boyajian-Pecnik, Director of Market Development, Gemological Institute of America
Panelists:
David Baird, Master Casting and CAD, Head of Growth
Dalton Powell, Oz Jewelers, Co-Owner
Jonathan Geller, Geller Blue Book, Owner, Co-owner, D Geller & Son
Roger Gesswein III, Market Development Manager
Whether you're a store owner, retailer, or bench jeweler, this panel offers a well-rounded snapshot of where the jewelry business stands—and where it's heading. Be part of the conversation that helps independent jewelers innovate, compete, and thrive. Join industry leaders for an engaging panel discussion on the evolving landscape of retail jewelry, moderated by Rebecca Boyajian, Director of Market Development at GIA and veteran gemologist with nearly two decades of experience working alongside brands like Neiman Marcus, Bloomingdale’s, and FASHIONPHILE. Participate in a live Q&A to address your specific challenges and questions.
Stanley Zale
11:15 AM - 12:15 PM
State of the Jewelry Industry
Presented by: Stanley Zale, Zale Advisors LLC, Founder
Join industry veteran Stanley Zale as he provides a comprehensive analysis of the factors shaping the jewelry industry today. This high-level presentation will explore critical topics, including fluctuations in precious metal prices and gemstone (including diamond) mining data. Attendees will gain valuable insights into the evolving market for lab-grown diamonds, supported by the latest performance data. Stanley will review the financial health and performance of key industry players, where publicly available. Additionally, he will give a high-level overview of how to implement an undisclosed lab-grown diamond screening regimen.
Shane O'Neil
12:30 PM - 1:30 PMÂ
Make the Most of Your Online Marketing
Presented by: Shane O'Neil, Fruchtman Marketing, Chief Marketing Officer
In today’s competitive landscape, retail jewelers must do more than simply “be online”—they need to stand out, connect, and convert. This session breaks down the five most impactful strategies for maximizing your digital presence and driving both foot traffic and online engagement. From optimizing your Google Business Profile for local visibility to creating emotional, high-converting content, we’ll explore actionable tactics that help jewelers attract new customers and build lasting relationships. Whether you're just getting started or refining a mature digital strategy, you'll leave with practical tools to elevate your marketing and boost ROI.
1:45 PM - 2:45 PM
Fancy Color Diamonds: A Rainbow of Hues
Presented by: Dr. Ulrika F.S. D’Haenens-Johansson
Diamond colors go well beyond the classic D-to-Z range, with exciting hues spanning the full rainbow. Fancy color diamonds are among the rarest and valued, featuring in stunning jewelry, achieving record-breaking per-carat prices and piquing the interest of consumers. We will review the features that lead to these alluring hues, adding a new dimension to the unique story of natural diamonds.
3:00 PM - 4:00 PM
Value & Vision: Pricing Custom Jewelry & Repairs for Profit
Presented by: Jonathan Geller, Geller Blue Book, Owner, President & CEO, D Geller & Son
Join Jonathan Geller—15th-generation jeweler, U.S. Army veteran, business graduate, and current owner of the Geller Blue Book—for a powerful session on pricing custom jewelry and repairs to reflect professional skill, protect profits, and stay resilient in today's unpredictable economy. Even in a volatile market—where metal costs fluctuate, labor rates shift, and customer expectations evolve—bench jewelers and retailers need a solid, consistent pricing system
Whether you're overseeing a custom design bench or managing repair operations, this session will equip you with a time-tested method and mindset to protect profits, preserve trust, and thrive—no matter the market turbulence.
4:15 PM - 5:15 PM
Navigating Succession in Jewelry Family Businesses: A Guide for Smooth Transitions
Presented by: Nick Gurney, Jewel 360, General Manager
About 40% of U.S. family-owned businesses transition into second-generation businesses, with approximately 13% successfully passed down to a third generation, while only 3% survive to a fourth generation or beyond. Succession planning is a vital aspect of ensuring the long-term success and sustainability of family-owned jewelry businesses, ideally resulting in the seamless transfer of leadership and ownership to the next generation. Succession planning extends beyond merely appointing a successor. It involves a comprehensive strategy that considers both operational factors and family dynamics. As a family jewelry business navigates succession, communication and collaboration should be emphasized. This session will cover effective strategies, including setting clear goals, promoting open communication, crafting a customized succession plan, seeking external guidance, and implementing and assessing the plan.
 SUNDAY, AUGUST 24, 2025
 
9:30 AM - 10:30 AM
Presenter TBA
Meeting Room @ Renaissance Waverly Hotel
10:00 AM - 11:00 AMÂ
Refining Demystified: What Retailers and Bench Jewelers Need to Know
Presented by: Peter Spector, Noble Metals Refining and Casting, Senior Account Manager
Peter Spector of Noble Metals will break down the refining process in clear, practical terms for retail jewelers and bench professionals. This session will cover how to prepare and ship refining materials, what to expect from a trustworthy fine metal refiner, and how volatile metal prices impact timing and payouts. Peter will also discuss pricing structures and best practices to ensure you're getting the most from your scrap. Bring your questions—he’s here to take the mystery out of metal refining.
Kevin Saw
11:15 AM - 12:15 PMÂ
Getting Started with AI: Automated Marketing and Content Creation
Presented by: Kevin Saw, Financial Controller and Innovation Director, Gem Light Box
Join Kevin Saw—Innovation Director at Picup Media for an inspiring session designed especially for jewelry professionals. Learn how AI-powered imaging tools and smart photography techniques can elevate your brand’s online presence, save time, and captivate customers. Learn techniques used to craft compelling visual content that highlights the brilliance of your jewelry and tells your brand’s unique story Whether you're a bench jeweler, retailer, or designer, this session will empower you to harness the power of AI and photography to make your collections shine, online and beyond.
1:45 PM - 2:45 PMÂ
Value & Vision: Pricing Custom Jewelry & Repairs for Profit
Presented by: Jonathan Geller, Geller Blue Book, Owner, President & CEO, D Geller & Son
Join Jonathan Geller—15th-generation jeweler, U.S. Army veteran, business graduate, and current owner of the Geller Blue Book—for a powerful session on pricing custom jewelry and repairs to reflect professional skill, protect profits, and stay resilient in today's unpredictable economy. Even in a volatile market—where metal costs fluctuate, labor rates shift, and customer expectations evolve—bench jewelers and retailers need a solid, consistent pricing system.
Whether you're overseeing a custom design bench or managing repair operations, this session will equip you with a time-tested method and mindset to protect profits, preserve trust, and thrive—no matter the market turbulence.
3:00 PM - 4:00 PM
*PANEL: Future Proof Your Business: Succession Planning
Moderator: TBA
Panelists:
Dalton Powell, Oz Jewelers, Co-Owner
Additional Panelists: TBA
Many independent jewelers are approaching retirement age, with few successors in place. The lack of interest from younger generations in taking over family businesses threatens the continuity of these establishments, contributing to the steady decline in the number of independent jewelry stores. This panel will reveal their plans to future-proof their businesses. Bring your questions and concerns about what steps you can take to make a successful transition for your business.