GradingAug 07, 2023
IGI CEO Roland Lorie to Step Down This Fall MajorsSep 08, 2023
JFC Executive Director David Rocha to Retire
Rocha, who started his career at MJSA and was senior vice president of Jewelers of America, is stepping down after 20 years.
David Rocha, pictured at the Jewelers for Children booth at the Atlanta Jewelry Show in 2015, is retiring after 20 years as executive director of the industry charity. The search for his successor is underway.
New York—After 20 years, Jewelers for Children Executive Director David Rocha is set to retire at the end of the month, marking the end of an era for the industry’s most visible charity.
Born and raised in southern Rhode Island, Rocha was working at a healthcare company in the IT department before he got his first job in the jewelry industry.
When the company decided to relocate to Florida, Rocha didn’t want to go, he explained in a phone interview with National Jeweler Wednesday, opting instead to take a buyout package and work as a consultant.
At that time, a friend of his worked for Providence, Rhode Island-based MJSA—then headed by Matt Runci—and so he did some consulting for the organization, which eventually turned into a full-time job.
Initially, Rocha said he looked at working at MJSA as just a job. But over time, it grew to be more than that, and he learned what so many in the industry come to realize.
“Like anyone else who sort of gets into the jewelry industry, you find out, you don’t really leave,” he said.
He rose to the position of deputy executive director of MJSA before Runci, who became CEO of Jewelers of America in late 1995, recruited him to move to New York and work for JA.
Initially, Rocha was hesitant. He had spent his whole life in Rhode Island and most of his family was there and in Massachusetts. New York City would be a big change of pace but, he said, “I decided to take the leap and come to New York.”
Rocha was JA’s senior vice president, until another opportunity presented itself in the early aughts.
“I still remember the first time I met a Make-A-Wish child and her family. I don’t like to use the term ‘life changing’ but it puts it all in perspective.”— David Rocha, Jewelers for Children
Patti Light, who at one time was married to longtime Sterling Jewelers CEO Nate Light, was JFC’s executive director at the time, the first to hold the position.
When she stepped down, Rocha decided it was a great opportunity to “do something that really felt good.”
That was 2004, and Rocha has been running JFC ever since, aided in 17 of those 20 years by his longtime right-hand woman, Administrative Manager Barbara Fonseca.
In that time, with all the trade shows and trips to Las Vegas, it’s understandably difficult to pinpoint favorite events or memorable moments.
“There are so many things that stick out. I still remember the first time I met a Make-A-Wish child and her family,” he said. “I don’t like to use the term ‘life changing’ but it puts it all in perspective.”
For Rocha, meetings like these always underscored the importance of his job and why he was working so hard with such a lean organization—the less money JFC uses to operate, the more it is able to pass along to organizations that help children.
Since 1999, JFC has donated more than $61 million to its charity partners, which include Make-A-Wish America and Make-A-Wish International, as well as the National CASA/GAL Association, St. Jude Children’s Research Hospital, the Elizabeth Glaser Pediatric AIDS Foundation, and the Organization for Autism Research.
Twenty years at JFC has brought plenty of changes, the same changes that have impacted the broader industry, such as advances in technology that have altered the way people interact and conduct business, and consolidation on both the supply and retail side.
For JFC, the latter has had the biggest impact, as the organization used to draw a big chunk of its donations from the majors, but there are fewer now due to closures and mergers and acquisitions.
Now JFC must rely more heavily on independent jewelers, and it requires more time and effort to reach them. “But,” Rocha added, “they are very loyal and such strong believers in the cause.”
Rocha, who is 64, said for him, the decision to retire was age related. Constantly traveling to trade shows and going through setup and breakdown over and over again is not as easy as it used to be 20 years ago.
He also wants to retire while he’s still young enough to enjoy it. “While I still can, I want to be able to do some other things in life. You never know what tomorrow holds.”
Rocha’s official retirement date is Sept. 30, and the search is on for his successor.
He said he timed his departure to coincide with the start of Citizen Watch America President Jeffrey Cohen’s two-year term as the new JFC board chair, though Rocha noted he will stay on beyond the end of the month if needed.
He said he will miss JFC, the charities it supports, and the jewelry industry.
“It’s an amazing industry of generous people who have created something magical,” he said. “The charity’s been around for 25 years now, and it’s made a difference for thousands and thousands of children … there’s nothing like it.”
But he’s also looking forward to the next chapter in his life.
For now, he plans to stay in Brooklyn, New York, where he’s lived for more than two decades, and sees himself potentially volunteering at a nonprofit a couple of days a week. Beyond that, it’s hard to say.
“When you don’t have anything tying you down anymore, you don’t know when the next adventure will be,” Rocha said.
More on Majors
The Latest
SurveysJul 01, 2026
Consumer Confidence Ticks Up in JuneFalling oil prices were a factor in the slight month-over-month improvement.
CollectionsJul 01, 2026
Rio Grande Launches First Finished Bridal CollectionThe new offering comprises more than 120 bridal and engagement ring styles with natural and lab-grown diamonds.
WatchesJul 01, 2026
Rolex Unveils Clock at Rockefeller CenterThe clock is part of the celebration for the soon-to-open Rolex headquarters on New York City’s Fifth Avenue.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
IndependentsJul 01, 2026
Kristen Cannon of Valobra Master Jewelers Dies at 49The public relations professional is remembered for her benevolent generosity and unwavering commitment to those around her.
Weekly QuizJul 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJun 30, 2026
Pokémon Fans Will Want to Catch This New G-Shock WatchThe new watch commemorates Pokémon’s 30th anniversary.
CollectionsJun 30, 2026
Jade Ruzzo’s New Collection Embodies the Art of Being a LadyThe “Lady” collection is a new take on old beauty standards with gemstone-adorned hair pins and combs, a compact mirror necklace, and more.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
SourcingJun 30, 2026
Blue Nile Introduces Montana Sapphire CollectionThe new line is included in the e-tailer’s curation of jewelry celebrating America’s 250th anniversary.
GradingJun 30, 2026
AGS Opens 2026 Recertification ExamAll active members who earned their credential or designation before Dec. 1, 2025, are required to recertify.
CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
IndependentsJun 29, 2026
Look Inside Lee Michaels’ Revamped Mississippi FlagshipLee Michaels Fine Jewelry is celebrating 30 years in the Ridgeland, Mississippi community.
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
