MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
EditorsJan 31, 2011
New year, new Diet
I had the opportunity recently to chat with newly inducted California Jewelers Association (CJA) President James Orloff about a cool new initiative the CJA has launched to help get recession-flogged California consumers interested in fine jewelry again. TheCaratDiet.com, which National...
I had the opportunity recently to chat with newly inducted California Jewelers Association (CJA) President James Orloff about a cool new initiative the CJA has launched to help get recession-flogged California consumers interested in fine jewelry again.
TheCaratDiet.com, which National Jeweler briefly mentioned here, is a consumer-facing Web site that features the best of celebrities and their red-carpet jewelry styles, trend tips, a diamond-buying guide and, best of all for retailers, a store locator.
Consumers can hop on site and covet a cool flower Amrapali ring sported by actress Emily Blunt or Rose McGowan's M.C.L by Matthew Campbell Laurenza earrings. They get the shopping bug and then plug in their ZIP code to find the jeweler nearest them. Inclusion on the site is free to all CJA member jewelers; it's part of what they pay for when they write their dues checks.
"The association needed to find a way to stimulate business in California," said Orloff, owner of Orloff Jewelers in Fresno, Calif. "The CaratDiet keeps jewelry in front of the public: 'This is what Angelina Jolie's wearing. This is what Jennifer Aniston's wearing.'"
"People identify with celebrities. They look at them because they're in the public. And they could get away with saying, 'I have something like hers.'"
While it's still early in the site's life--it only went up in October--Orloff said they've already had feedback from jewelers indicating that it's generating business. The number of hits on TheCaratDiet.com also has risen steadily, from just 50 in its launch month, to 1,200 in December to more than 2,800 in January.
It's a great Web site, not just in the concept but also in the execution. Orloff said the CJA brought on a Los Angeles-based marketing and communications agency MC Squared to design, launch and maintain the site, which they do with input from CJA leadership.
I think TheCaratDiet.com is also a great example of how state jewelry associations can help out their retailers, even in the post-Jewelers of America (JA) partnership world.
In June 2009, JA announced that the economic downturn was forcing it to "redefine" its relationship with the state jewelry associations. Historically, retailers paid one flat fee for membership to both JA and their state associations. Since the redefinition, they've had to either choose one or make the decision to shell out dues for both, a change that had smaller associations with already-shrinking memberships rolls worried about losing more people.
Orloff indeed admits that CJA's membership took somewhat of a hit when JA altered its structure, as the big chains, Zale, Kay/Jared, etc., chose JA. The launch of this site, however, wasn't prompted by the shift. "That's really not what it's about. For the jewelers in California, the business two years ago was starting to fade," Orloff said. "The CJA in itself is trying to perpetuate the value of the retail jeweler. This is for the California consumer."
More on Editors
The Latest
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Weekly QuizDec 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
