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.
Editors' Picks
Sponsored by
More on Majors
The Latest
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
ColumnistsJan 28, 2026
Peter Smith: Setting the Next Generation Up for SuccessIn his new column, Smith advises playing to your successor's strengths and resisting the urge to become a backseat driver.
SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in JanuaryThe index fell to its lowest level since May 2014 amid concerns about the present and the future.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
IndependentsJan 28, 2026
Foundrae Heads to Aspen for Latest Store OpeningThe new store in Aspen, Colorado, takes inspiration from a stately library for its intimate yet elevated interior design.
Weekly QuizJan 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales SlipThe brands’ high jewelry collections performed especially well last year despite a challenging environment.
CollectionsJan 27, 2026
De Beers London, GemFair Debut New Collection Highlighting Artisanal DiamondsThe collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
SourcingJan 27, 2026
GemGuide Launches Pricing for Montana SapphiresThe initial charts are for blue, teal, and green material, each grouped into three charts categorized as good, fine, and extra fine.
TechnologyJan 27, 2026
Clientbook Launches Appointment Booking ToolThe new tool can assign the appropriate associate based on the client or appointment type and automate personalized text message follow-ups.
SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
CollectionsJan 26, 2026
Tiffany & Co. Celebrates 189 Years of Love StoriesThe jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.
GradingJan 26, 2026
DCA Updates Colored Gemstone CourseThe new features include interactive flashcards and scenario-based roleplay with AI tools.
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
MajorsJan 22, 2026
Lugano Diamonds Finds a BuyerInvestment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.
SourcingJan 22, 2026
De Beers To Release ‘A Diamond Is Forever’ BookIt explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.
MajorsJan 22, 2026
Swarovski Appoints New North America PresidentRetail veteran Sindhu Culas has stepped into the role.
MajorsJan 22, 2026
Stuller Names New Chief Merchandising, Marketing, Sales OfficerTaylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s NextWas 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.
EditorsJan 21, 2026
6 Jewelry Designers Poised to Have a Breakout Year in 2026Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.
CrimeJan 21, 2026
4 Men Charged in $1.7M California Smash-and-Grab Jewelry Store RobberyPlus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.
IndependentsJan 21, 2026
Delaware Jeweler Felice Morris Dies at 91Morris’ most cherished role was being a mother and grandmother, her family said.
