July 2009
Volume 10 Issue 7
circulation over 5,500

ABOUT THIS NEWSLETTER

E-BENCH is a FREE monthly newsletter for Retail Jewelry Store Owners, Shop Managers, Bench Jewelers and anyone else that is interested. We encourage you to forward this newsletter to anyone that you think may benefit from it, provided you forward all of it without modification and not just portions of it.  This document may NOT be distributed for profit.  E-BENCH is a copyrighted newsletter and all rights are reserved!

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10th Anniversary August Sale

 
This is Bench Media's 10th year of helping bench jewelers become more professional at their craft and we are celebrating by offering you tremendous savings throughout the year. 

NEW - Great Images
Jewelry Photography Made Easy
 

 
This DVD will sell for $39.95
 
Introductory Offer:
Great Imaages DVD $30
 
 

Great Images 

Jewelry Photography Made Easy
Wayne Emery

Jewelry is among the most difficult items to photograph.  In this series Wayne Emery takes the mystery out of how to shoot great photos of your jewelry and gemstones.  He will show you how to take close-up pictures of your jewelry, eliminate glare, bring out the details of the piece, and show off your jewelry in the best possible manner.  From camera and lens selection to making your own light box Great Images will show you everything you need to know.

Contents:
> Camera & Lens                         
> Making a Light Box                     
> Tripods & Sandbags                   
> Setting Your Exposure              
> Taking the Picture                      
> Adjusting the Lighting                
> Photographing Rings                
> Light Tents                                   
> Photographing Gemstones  


Order Now Only $30
 

Tips for Jewelers Who
Do Repairs
By Alan Revere

Alan Revere

 

SHAPING UP:
Customizing Rubberized Abrasive Wheels

Rubberized abrasive wheels come in several different compositions, shapes, and sizes, just as there are millions of differently shaped jewelry objects that need finishing. To ensure you have the best match, you should begin with the shape closest to what you need - and then customize it.

By holding rubberized abrasive wheels against a file, you can shape them to fit any object.  If you need to get into a very small space to clean up a solder seam, place the wheel in a flex-shaft and hold it against the cuts near the rang end of a file, which is seldom used.  Step on the pedal, and you can grind the wheel to a needle-sharp point.

Or maybe you just set several small tubes with diamonds, and you want to finish them so that they all look identical.  Hold the end of a rubberized abrasive cylinder against a ball bur, shape it into a concave form, and place it over the tube setting. You can then reshape it as necessary for the rest of the settings.

There are as many different shapes as there are clean-up operations; you're limited only by your imagination.

This Tip is from "101 Bench Tips for Jewelers" written by Alan Revere and published by MJSA/AJM Press.

Southeastern Findings

Southeastern Findings

Southeastern Findings has been a leader in the wholesalejewelry business forthe past 27 years servicing
the Independent Jeweler.  We are Findings, Diamonds,
Wedding Bands, Jewelry Boxes, Platinum, Batteries,
Tools, and So Much More.

Call us Today at 1-800-282-8285 or visit us at: http://www.sefindings.com

        Namano / Southeastern Findings Your Home for Southern Hospitality

Quote Worth Re-Quoting

"The winners in life think constantly in terms of
"I can, I will,  I am".   Losers, on the other hand,
concentrate their waking thoughts on 
what they should have done or on what they don't do."

Denis Waitley

 

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Favorite Bench Tips

By Brad Simon

 

 

 

USING A ROLLING MILL

Attach a sponge lightly saturated with oil to your rolling mill.  Place one sponge above the top roller and one sponge below the bottom roller.  As you use the rolling mill, the sponges will keep the rollers clean and the oil will keep them from rusting.  Before you use it, turn the rollers one complete turn to clean any dust or debris that has accumulated on the rollers.  You can keep the sponges in place with binding wire.  Just make sure you keep everything away from the gears.

When using a rolling mill always place the metal being rolled in the center of the rollers.  This will ensure even pressure on the metal and cause less wear on the rolling mill.

Reducing the width of a rectangular wire can be difficult, as the wire tends to turn while rolling.  To alleviate this problem hold the wire in a pair of parallel pliers leaving about a half inch protruding from the jaws.  Feed this end into the rollers until the jaws of the pliers make contact with the rollers.  As you continue to roll, allow the wire to pull from the pliers.  The force of the pliers’ jaws will keep the wire upright.

For more tips on Stonesetting visit  our Stonesetting Blog at: http://BenchMedia.typepad.com

 

 

Quote Worth Re-Quoting

"Decide what you want, decide what
you are willing to exchange for it. 
Establish your priorities and go to work."

H. L. Hunt 

The Ganoskin Project

 

The Gem and Jewelry Pre-Eminent Online Resources. 
Open to the public Free of Charge.

A substantial library of articles, publications, reports, and technical data on gem and jewelry related topics; as well as a sizable collection of art and jewelry galleries, for both the casual visitor and the professional, also host the popular Orchid online forums for jewelers.

Visit us at www.ganoskin.com

Handling Colored Stones
from Gemstone Cutter
Wayne Emery

Wayne Emery

 

CORUNDUM

Part 2

Sapphire left for many hours in a warm pickle solution can develop a very thin surface oxidation that looks like oil on water.  Sometimes this can be removed by rubbing the loose stone briskly between your hands with a tablespoon of ordinary table salt, but sometimes this surface needs to be re-polished by a lapidary.  Sapphires worn for many years also can develop this surface, especially blue stones.

A more recent type of corundum treatment involves the use of beryllium, and, perhaps, lithium.  When heated to very elevated temperatures near the melting point for ten hours or more, many of the natural inclusions in sapphire begin to dissolve in the presence of beryllium.  In some instances, the beryllium penetrates completely to the center of the stone and can cause startling color changes.  Pastel, off-color corundum, or overly dark material formerly of little value, can now be treated with beryllium to create stunning orange, pink-orange, yellow, lilac, and even blue colors.

Sometimes this treatment is possible to detect with a loupe or microscope, but sometimes it challenges the finest labs.  Occasionally when the inclusions have been only partially melted, a blue halo can be seen surrounding the partially melted crystals, especially in ruby.

What effect these treatments will have on corundum in the future is open to speculation, but for our purposes, it is moot.  The beryllium treatment is permanent, and ordinary cautious heat from a torch and use of an ultrasonic cleaner will present no problems.  Remember that when using an ultrasonic with hot cleaning solution or a steamer, it is always wise to bring the temperature of the stone up gradually to avoid the risk of thermal shock and cracking. 

Laboratory grown (synthetic) sapphire or ruby is readily available in a wide range of colors.  Because of its purity, synthetic sapphire is somewhat harder then natural.  Some of this material, particularly ruby, (see photo) is grown by the Czochralski pulling method for laser production and the resulting crystal is nearly perfect at the atomic level.  This material is a favorite of many cutters, including myself.  It is nearly indestructible and can easily handle torch heat if it is not excessive or very prolonged.

You can contact Wayne Emery at wayne_emery@msn.com

 

Quote Worth Re-Quoting

"The secret to productive goal setting
is establishing clearly defined goals,
writing them down and then focusing on them
several times a day with words and
emotions as if we've already achieved them."

Denis Waitley

Sales of Your Custom Jewelry Down this Year?
Looking for New Markets to Sell Your Jewelry?

http://www.JewelryBoothSales.com

Learn how to sell your jewelry like crazy at craft shows, art fairs, and festivals.  This book is a must have if you plan to sell jewelry at shows - it is jam packed with useful information that will increase your sales, help in selecting the right shows (and avoiding the wrong ones) and so much more.

This is THE reference book for every jewelry designer who has ever set up, or is considering setting up, a booth at a retail event.  Everything you need to know about selling jewelry at fairs and markets is in this book.  If you follow even just a few of the tips and suggestions you will be more successful!

http://www.JewelryBoothSales.com

Working with Platinum

Jurgen J. Maerz CMBJ

Jurgen Maerz

Director of Technical Education
for Platinum Guild International
http://www.platinumguild.com

TESTING FOR PLATINUM

Even though there are electronic testers and acid tests to determine the metal of a piece of jewelry, the quickest way to test if something is platinum is very simple.  With a graver, remove a very small splinter of metal from an inconspicuous area, such as the underside of a ring.  Place that splinter on a soldering surface and apply heat with your torch.  If the splinter starts to brightly glow and won't immediately melt, it is platinum.  If it balls up, it is some other white metal.  This is not very scientific, but it works.  It will not tell you the alloy combination.  To check if something is Platinum /Cobalt, just file the item a bit and see if you can pick up the filing with a magnet.  Pt/Co is ferro-magnetic.

For more Tip to Working on Platinum Jewelry from Jurgen Maerz visit our Platinum Blog at: http://BenchMedia.typepad.com/platinumguru

Quote Worth Re-Quoting

"Without goals and plans to reach them,
you are like a ship that has set sail
with no destination."

F. Dodson

MEMBERSHIP Websites

This summer you can save on annual memberships to Bench Media's two membership websites, Bench Television and Bench Jewelers Network.
 
Receive Year Round Access with No Monthly Fees
 
To Sign Up go to: BWSimon.com/JewelersNetwork
 
Bench Television
Annual Membership regularly $170.00 Now Only $125.
 
Bench Television provides TV style How To training videos for Bench Jewelers.  Membership to this site allows you unlimited access to all the channels and shows any time of the day or week. You can watch shows over and over as many times as you need. 
 
All the video training from all of Bench Media's DVDs are included on Bench Television, PLUS addition videos not published on DVD.

 

Bench Jewelers Network

Annual Membership regularly $240.00 Now Only $170.

The Bench Jewelers Network is an Online Community of Professional Bench Jewelers, Students, and Serious Hobbyist.  Here you can learn all about Jewelry Repair, Stone Setting, Jewelry Fabrication & Casting, Shop Management, and Much More.  Our vast Resource Library Contains Articles and Videos on everything related to Bench Jewelers.  Plus you can ask questions, share tips & tricks, and show off your latest creations in our Members Only Forum.
 
The Bench Jewelers Network contains all the Training Videos on Bench Television 
 
PLUS:
>  Written Articles from Bench Magazine, eBench Newsletter and More  
>  A Memberss Only Discussion Froum 
>  All Back Issues of Bench Magazine 
>  Free download of Fee to Shining Fee Pricing Software
>  Free Download of Run Your Shop Without It Running You and other eBooks 
 
Summer Special: 
 
Join Bench Jewelers Network for Only $170 annual fee (reg. $240) 
 
Join Bench Television for Only $125 annual fee (reg. $170)
 
Join Now - These Prices are Good Until August 31st. 
 
To Sign Up go to: BWSimon.com/JewelersNetwork

Workshop Tips
by Charles Lewton-Brain

Charles Lewton-Brain

 

SOME POLISHING AND FINISHING AIDS

For polishing it is recommended to use primarily bristle brushes for most of the removal work and to follow up with a buff where necessary.  Feel free to use a lot of compound; it is the compound that does the work, not the buff.  Old polishers would have dozens of shaped and turned wooden, leather and even paper shapes and wheels to go on the spindle for different problems.

A paper clip serves very well as a handle for any small part with a hole in it; one threads the paperclip through and then holds it while polishing the small part.

Some polishers will take a stiff paste of baking soda and water or icing sugar and water and fill up holes for stonesettings and other places they don't want polishing residues in on a piece of jewelry.  When it dries this prevents accumulations of polishing compounds in those places.  When the polishing is finished one washes out the water soluble paste and saves time and effort in cleaning out such places.

When holding a ring onto a felt ring polishing mandrel on the machine it is often useful to have a short piece of a leather belt looped over it so as to hold the ring in place on the mandrel while it is polished.  The two ends in the hand become a handle.  This also protects the fingers from heat while polishing.

A tool can be made from a wooden clothes pin which is hollowed out slightly with a large round burr in the curving hollows already in the jaws.  This holds a ring while polishing primarily for the flex shaft but will also work on the large inside ring buff on the polishing machine.

Never use gloves while using a polishing machine!  I have seen and heard of some pretty nasty accidents from this.  You never want to get your hand tangled into a powerful electric motor.  Always work with respect for power tools, don't talk while using them and keep your attention on what you are doing.

http://www.ganoksin.com/borisat/safety.htm

Quote Worth Re-Quoting

"Let us not become weary in doing good,
for at the proper time we reap
a harvest if we do not give up."

Galatians 6:9

The Metal Plating Bible

 

The Definitive Guide To Metal Plating

http://www.MetalPlatingGuide.com
This book is about plating metal in general and not just jewelry specific.  However at 123 pages in length, it contains all the information you ever wanted to know about plating metal (it even has a section on plating over plastic).  Several professional electro-chemists combined their knowledge in producing this authoritative guide on metal plating

CHAPTERS INCLUDE:
Introduction to Electroplating
Electroplating Process Description
Solution Formulation
Preparation for Electroplating
Safety Hazards
Plating Bath Compositions
Operating Conditions
And Much More!

This downloadable eBook is only $37.

For all the Details go to:
http://www.MetalPlatingGuide.com

 

 

RUN YOUR SHOP WITHOUT
IT RUNNING YOU

by Brad Simon

ONLINE VIDEO ADS

One of the easiest and most inexpensive methods to advertise your custom jewelry designs and jewelry repair services is with Online Video Ads.  Yet this is one of the most effective methods to advertise available to us today.

During the past 18 months nothing has received better results in Google for us than Online Video Ads.  We have seen some of our videos get in the top 10 Google search within hours of posting them.  We have also seen our videos receive 5 or 6 of the top 10 listings, dominating a search term.

Google has recently changed how they are listing videos, so you will not see results like this anymore, however Online Video Ads remain one of the easiest and quickest methods to get top results in Google.

Google now limits videos to just 2 of every 10 websites listed.  So you can no longer receive 4 or 5 of the top spots, but it has now become more important for you to get those two video spots before your competitors lock them up.  It also is taking a little longer to see your videos listed in Google, but we are still seeing results in a few days to a week.  Last year we were seeing our videos listed within hours.  Now it takes a few days, but that is still faster than any other type of webpages.

Creating Video Ads
Keep your Video Ads short!  20 to 90 seconds are best.  You certainly don’t want your videos to be over 3 minutes.  On the Internet it is too easy to click off one page and on to something else.  If your video is too long you may lose your customer before they have a chance to go to your website.

There are four different types of videos you can create to market your store, and two of them don’t even require a video camera.  The four types are:

Slide Shows
This is the easiest of the four types to create and yet one of the most effective for retail jewelry stores.  All you need to create this type of video is some still pictures of what you want to promote.  These can be photographs that you took of your jewelry, your store, your shop or employees; renderings from a 3D design software program; or photos from one of your suppliers.  Load the picture files into an inexpensive video editing software, make transitions between videos, put in a title slide to begin and end the video, and add some background music if you want.  Then the software will create the video in a compressed format needed for putting it on the Internet.

More expensive video editing software will allow you to ‘Pan and Scan’ across your still pictures giving your videos some added motion.

Screen Capture
Screen capture software such as Camtasia or Snag It, allow you to create a video of what is happening on your computer screen.  If you use CAD to design your jewelry, this is an easy way to make a video showing your customers how you can design a special piece of jewelry just for them.

Talking Head
This is a head and shoulder shot of a person talking directly into the camera (and ultimately directly to your audience).  This is the type of video you see on the evening news of a reporter sitting behind a desk or standing at the scene.

These are surprisingly easy to create with a camcorder and external microphone, and a very effective form of advertising.  These videos help personalize your message and make it easier for the viewer to trust you and to purchase from you.

There are many ways you can make these videos, including but not limited to:

  • A bench jeweler sitting at their bench showing off a new piece of jewelry they just finished.
  • A salesperson standing behind a counter and pulling out a new ring from the case as she describes the ring and shows it off.
  • A storeowner standing outside the showroom at a large trade show explaining that they are there picking out the latest in jewelry design and to stop by the store and see what they picked out just for them.

Full Motion Video
This is the most difficult of the four methods, but can also be done very effectively without a full production crew.  Examples of this type of video are:

  • Show a ring being sized, other jewelry repairs, or how jewelry is made and stones are set to promote the repair and custom design services you offer.
  • Give a tour of your store.  (Be careful not to reveal any security cameras or other security devises.)
  • Show off your gem equipment and explain how you test and appraise jewelry.

If you are really creative you might even make up some stories related to your products and services that will help sell them, such as videos showing different ways a gentleman might give an engagement ring to his girlfriend, or how excited a wife is to receive jewelry for an anniversary gift (or how upset when she doesn’t).

Free Video Hosting Websites
Once you have made your video you need to upload it to video hosting websites for potential customers to see them and Google to list them.  YouTube (with over 100 million unique visitors a month) is by far the largest video hosting website, and posting your video there will get it seen by the most people.

However, even though YouTube is owned by Google, videos posted on other hosting websites regularly get better rankings then YouTube in Google searches.  In fact with all the videos we have posted, some other video host has ranked higher than YouTube.  Our videos on YouTube receive many viewers because of the larger number of people that go directly to their website, however those video have never received top rankings in Google searches.

Video Hosting websites that have done well for us include: Vimeo, DailyMotion,
Veoh, MetaCafe, Sharkle, Guba, BoFunk, Kewego, LiveVideo, Revver, Odeo, AtomFilms, & others.  There doesn’t seem to be any rhyme or reason to which video host gets the best listing.  One video will get top listing from one of these websites and the next video we upload will receive top listing from one of the other websites.  The best plan is a shotgun approach, loading your video on a majority of them.

The problem with this approach is the time it takes to upload your videos.  Uploading your video one at a time to all of these video hosts can take several hours.  The solution we use is www.SubmitVideosOnline.com.  Here you can upload your video once to their website.  They then submit your video to all the video hosting websites where you have previously set up accounts.  They submit them randomly over time making the submission look natural to the search engines and not as if from an automated service.

There is a monthly fee for this service, but the cost is less than paying even minimum wages to someone to submit your videos by hand.  They keep track of all your usernames and passwords for the video hosting websites so you don’t have to look them all up every time you want to submit a new video.  Plus they have their own submission templates so that once you upload a video you don’t have to spend time writing and entering descriptions, tags, and other information.  Their template fills it all in for you.

In addition, their Member Tutorial Section includes some of the best information on creating videos and using online videos as a marketing tool.  This training alone is worth the $100 a month membership fee.  And if you go to www.SubmitVideosOnline.com now you can receive your first month for only one dollar to try it out.  

Online Video Ad Services
We understand that many jewelers are too busy making jewelry and running their shop to create and post their own videos, but still want to take advantage of the enormous advertising potential of Online Video Ads.  Therefore we have developed several Link Building Services including Online Video Ads.  In the link building services we offer at:  www.internet4jewelers.com/services/marketing.html several of the services include
a Video Ad. 

We will edit a video for you, either from video footage you shoot or from your pictures of your jewelry.  We will then post that video on different accounts we have created on over 30 video hosting website such as YouTube.  We will post it randomly 4 different times during the month optimized for a different keyword phrase on each host.  That means you will receive in total over 100 new video posts each month all linking to your website pages.  In addition to the videos we will perform other link building activities to keep your incoming links in balance.

  ~ Brad

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Copyrighted, 2009, BENCH MEDIA, LLC.  All rights reserved.

E-BENCH is a BENCH MEDIA Publication
BENCH MEDIA, LLC is a division of B W Simon International
Bradney W Simon – Publisher
Daniel R. Spirer - Proofreader daniel@spirerjewelers.com

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