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Miami, FL—More than 80 independent jewelers set sail recently in the first annual Preferred Institute Cruise for a weekend of education and fun. The cruise departed September 27 from the port of Miami to the Bahamas, aboard the Royal Caribbean Majesty of the Seas.

Andie Weinman, president of Preferred Jewelers International served as “captain” for the voyage, along with “first mate” Joe Murphy, Preferred’s chief operating officer. The weekend began with cocktails and dinner Friday night, followed by a training seminar on Saturday morning featuring the Afterburners, a group of former F-15 fighter pilots who apply military flight-training techniques to sales and business training.

The Afterburners’ concept of “Flawless Execution” was presented in the form of jeweler teams who had to learn how to work together to achieve their mission, explained Weinman. The seminar and exercises taught attendees how to brief, execute, and not be overwhelmed by task saturation, and also demonstrated important debriefing exercises designed to help Preferred retailers be more successful going into the all-important holiday season.

The Afterburners, a group of former F-15 pilots, now teach business strategies. Here they pose with Preferred Jewelers president Andie Weinman.

Other highlights of the cruise included a special presentation by “Dr.” Mark Rosewell, the Preferred Jewelers’ education specialist, who presented important tips and remedies on both spotting and fighting business fatigue. Rosewell’s full-time responsibility is trainer for Smyth Jewelers of Timonium, MD, one of the founding leaders of the Preferred Jewelers organization. As part of their regular membership, all Preferred Jewelers also can download a series of video training tutorials that Rosewell created for sales managers and associates.

The focus of the Preferred Jewelers program is to give independent jewelers a better platform to compete against online and national retailers, says Weinman.

“Our concept is, ‘If you don’t know jewelry, know your jeweler,’” she told The Centurion. The Preferred Jewelers warranty program, for example, will not only fix the customer’s jewelry free for life at any participating Preferred retailer, but it also covers optional services like re-sizing. Labor and diamonds up to 20 points are free, Weinman says, as long as the consumer has the jewelry checked every six months.

“Every time someone registers a warranty, I see it,” she says. The organization then sends an email every six months reminding the customer it’s time for their jewelry checkup. Jewelers who don’t want to perform repairs in-store can send them to one of the group’s vendors who offered to be the “Preferred facilitator factory” and will repair mountings and supply the diamonds (up to 0.20 ct.) for only the jeweler’s cost of shipping to him.

During the cruise, the jewelers previewed the new tri-fold warranty presentation envelope, which includes the Preferred Warranty card with the trademarked "Experiences that Last a Lifetime" slogan, and got an update on the Phantom 105 diamond, a proprietary stone exclusive to (but not mandatory for) Preferred retailers.

The Preferred Jewelers International warranty card and tri-fold brochure.

Between the soft re-launch of Preferred Jewelers in January of 2013 and its official launch in May, 85 independent jewelers representing 175 doors have joined, says Weinman. Her ultimate goal is 300 to 400 members and 600 to 700 retail doors nationwide. Participating jewelers range from mainstream to prestige, but the organization does try to keep at least 30 miles between retail members. Dues are $400 per month, says Weinman, which includes the warranty program, 25 free warranty cards to start, and access to the online tutorials and other training programs. It also includes search-engine optimization, she says, because many members describe themselves using the same words, so she can guarantee a Preferred retailer will get at least third or fourth placement on Google’s front page if a consumer searches for diamonds, engagement rings, jewelry, and so forth in a particular town. The organization currently is working on its social media program and developing radio commercials and an app and geolocator.

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