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
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
CrimeSep 16, 2026
JSA Issues Warning to NJ Jewelers After Rash of Smash and GrabsNine New Jersey jewelers have been victims of smash-and-grab robberies this year, prompting JSA to circulate a list of recommendations.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
IndependentsSep 16, 2026
Bromberg & Co. Names New PresidentMarlin “Brian” Hood, who has been with the store for 20 years, will succeed Ricky Bromberg, who died earlier this month.
Weekly QuizSep 10, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsSep 15, 2026
2026 Emmys Jewelry: An Either/Or Proposition Stars wore either a necklace or earrings at 78th Primetime Emmy Awards but rarely both, Natalie Francisco notes.
ColumnistsSep 15, 2026
The Levels Your Website Must Clear Before AI Recommends YouJennifer Shaheen compares this new era of AI-powered SEO to a video game: your website must clear one level before advancing to the next.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
IndependentsSep 15, 2026
Armadani Launches Retail Support Program for Holiday SeasonThe program highlights “Made in Italy” fine jewelry with digital merchandising, sales education, and local marketing support.
EditorsSep 15, 2026
Q&A: Signet Jewelers’ Joan Hilson on Diamond Demand, the HolidaysHilson, Signet’s chief operating and financial officer, discussed Q2, resurgent natural diamond demand, and why Blue Nile is a standout.
ColumnistsSep 14, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
AuctionsSep 14, 2026
22 Carats of ‘Sunshine’ Are Up for AuctionThe 22.09-carat fancy yellow “Pragnell Kimberley Sunshine Diamond” is part of the fall jewelry sale at Heritage Auctions.
IndependentsSep 14, 2026
Greenwich St. Jewelers to Unveil Photography Exhibition“Adornos: Jewelry, Memory & What We Pass Down” honors the jewelry’s importance to New York City’s Latine communities.
SourcingSep 14, 2026
Gemfields Sells All Lots at First Emerald Auction in 9 MonthsThe company’s managing director of sales said the results demonstrate “continued strong demand for commercial-quality emeralds.”
SourcingSep 14, 2026
Diamonds Do Good Pledges Support for Eye Care ProgramThe nonprofit awarded a grant to the Gift of Sight initiative spearheaded by South African musician Black Coffee.
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
CrimeSep 10, 2026
FBI Offers $50K Reward for ‘Most Wanted’ Fugitive in $1M Jewelry HeistAlberto Perez-Elias is one of four men charged in the armed robbery of a Cape Coral, Florida, jewelry store and remains at large.
AuctionsSep 10, 2026
Massive Matched Pair of Paraíba Tourmalines Head to Sotheby’sThe “Kat Florence Luminas” will be offered together as one lot and could fetch up to $637,000.
SourcingSep 10, 2026
AGTA Announces 4 Newly Elected DirectorsFour directors were elected to the AGTA board and will serve three-year terms beginning in February.
AuctionsSep 10, 2026
Former Sotheby’s, Christie’s Exec Appointed CEO of Julien’s Auctions Ken Citron joins the celebrity memorabilia-focused auction house ahead of its first week-long series of events in Abu Dhabi.
FinancialsSep 09, 2026
Signet Jewelers to ‘Double Down’ on Blue Nile Amid Strong SalesThe jewelry retailer said it sees opportunity at higher price points, particularly in natural diamonds for bridal and fashion.
IndependentsSep 09, 2026
Sarah Leonard Fine Jewelers Closes After Nearly 80 YearsThe Los Angeles-based, family-owned jeweler was founded by Lenny and Sunny Friedman in 1946.
SourcingSep 09, 2026
Fura Gems Notes ‘Remarkable’ Interest in Larger Rubies at Latest SaleThe auction, held in Bangkok, was 96 percent sold by lot, with nearly 411,000 carats of Mozambiquan rubies sold.
MajorsSep 09, 2026
Stuller’s Latest Catalog Includes Its New Demi-Fine CollectionFine Jewelry 2027-2028 has more than 900 new styles, including silver, gold-filled, gold-plated sterling silver, and vermeil jewelry.
Policies & IssuesSep 09, 2026
8 Key Changes the FTC Made to the Jewelry Guides: A Refresher Learn more about the new terms for lab-grown diamonds and composite gemstones, and the major changes in store for precious metals jewelry.
