New Jersey Jeweler Wins Dream Team Store Makeover From AGL/GCAL
NEW YORK, NY ― June 21, 2007 ― Leo Fasseas, owner of Leo Fasseas Jewelers in Livingston,
N.J., won a “Dream Team” store makeover sponsored by American Gemological Laboratories
(AGL) and Gem Certification & Assurance Lab (GCAL) to benefit Jewelers For Children (JFC). The
“Dream Team” of luxury retail experts was organized by AGL and GCAL as part of a week-long
promotion at the Couture Show in Las Vegas from May 29-June 4, 2007, in order to demonstrate
that luxury retail jewelers had all of the tools necessary to neutralize any perceived advantages of
other luxury goods retailers.
Mr. Fasseas purchased the $100 raffle ticket because he knew it was for a good cause, supporting
the work of JFC. He didn’t expect to win, because, as Mr. Fasseas observed, “I’ve never won
anything in my life.” But Mr. Fasseas’ big Las Vegas gamble paid off when he won the charity raffle
as his winning ticket was selected during Couture 2007 and announced at JFC’s Facets of Hope
Dinner on June 3.
“When I was told I won, I didn’t believe it at first,” Mr. Fasseas said. But it couldn’t have been any
more appropriate for us.”
The award couldn’t have come at a better time – Mr. Fasseas is in the middle of a major
remodeling that will double the size of his store and add such customer amenities as a fireplace,
an espresso bar, a lounge/sitting area and a children’s room.
The “Dream Team” concept was launched on May 29 at a special invitation-only conference called
“Tuesday at Two,” where AGL and GCAL presented proprietary research on luxury consumer
behavior provided by sponsors Harrison Group, Agency Sachs and Elite Traveler in order to assist
luxury jewelry retailers in marketing to their key consumers. As part of the presentation, AGL and
GCAL utilized luxury goods growth rates to suggest that the principle competition to the luxury
jeweler is the various luxury retailers that market and sell other luxury goods such as shoes,
purses, scarves and other fashion accessories.
AGL and GCAL then identified several possible advantages of competitive luxury retailers when
compared to the luxury jewelry retailer. To neutralize any possible advantages of one or more of
these competitors to luxury jewelry retailers, AGL and GCAL introduced a “Dream Team”
consisting of six specialists in different areas of luxury retailing, including brand portfolio
management, Internet/Web development, lighting, marketing, product development, store design,
selling support, training and client service. Although these six specialists were examples of the
type of talent available to luxury jewelry retailers, the six specialists each agreed to provide up to
four hours of consulting in their respective areas in a raffle to benefit JFC, with the entire package
of 24 hours of consulting awarded to one winner.
The elite members of the “Dream Team” include: Robert Scott Alger, President of Soho Interactive
Telecommunications and an expert in Internet strategies and Wed design/development; Angus Goble, President of Angus Goble LLC and an expert in architecture and store design; Peggy
Grosz, President of Peggy Grosz Consulting and an expert in product development; Joe Padulo,
President of Padulo International and an expert in advertising and marketing; Nancy Robey, Chief
Marketing Officer of Collectors Universe Inc. and an expert in fine jewelry marketing and brand
development/positioning; and Diane Warga-Arias, President of DWA Communications and an
expert in transformational retail practices, selling support and training.
During the presentation, AGL and GCAL noted that the perceived advantages of the competitive
luxury goods retailer could be neutralized with services from consultants such as the “Dream
Team” and along with third party certification from AGL and GCAL, any product authenticity and
quality advantages of competitive luxury goods could be neutralized, allowing two key advantages
of the luxury jewelry retailer to be more evident. According to AGL and GCAL, those two key
advantages are: (1) the passion and enthusiasm of the owners of the luxury jewelry retailers as
compared to the hired store managers of competitive luxury goods; and (2) the more than 1,000-
year history and legacy of jewelry as the fashionable storehouse of wealth and the object of multigenerational
wealth transfer as compared to the temporary and depreciating features of
competitive luxury goods.
Mr. Fasseas was just one of a number of lucky winners who came away with big prizes from raffles
sponsored by AGL and GCAL in Las Vegas. AGL and GCAL served as the Official Colored
Gemstone and Diamond Laboratories of the JCK Las Vegas Show and Couture, and also were the
Oasis Lounge sponsors of Premiere, the Prestige Promenade and Luxury by JCK. The labs held
raffles that provided prizes from flat screen TVs to autographed memorabilia at all of the venues.
Altogether, the labs raised nearly $10,000 for JFC.
“The support shown by Collectors Universe was overwhelming,” said David L. Rocha, Executive
Director of JFC. “Having Jewelers for Children be the recipient for the raffle proceeds, along with
the impressive exposure we received at all five AGL/GCAL locations, was something we could
never buy. We are deeply appreciative of their support. We are also appreciative of the time
donated by the ‘Dream Team’ members.”
One winning couple, Howard and Vicki Cunningham of Cunningham Fine Jewelry in Tulsa, Okla.,
found a novel way to use the raffle to further help children in need. The Cunninghams won a
plasma screen TV at Couture valued at $1,200. All raffle ticket holders received an adorable teddy
bear sporting a shirt that proudly displays the JFC, AGL and GCAL logos. When Mr. Cunningham,
a reserve police officer, got his bear, he noted that he kept stuffed animals in his patrol car to give
to crying children he encounters in the course of his police duties. AGL and GCAL promptly gave
him a bag full of teddy bears!
About American Gemological Laboratories
American Gemological Laboratories (AGL) is a subsidiary of Collectors Universe, Inc., a
NASDAQ Global Markets traded company (CLCT NASDAQ listed). AGL has been a pioneer as
the first gemological laboratory to offer colored stone grading reports and comprehensive
gemological origin reports (www.aglgemlab.com). AGL also is the Official Colored Gemstone
Laboratory of the Fine Jewelry CEO Summit, JCK - Las Vegas and JCK Invitational show, and
Couture 2007, as well as the official North American Laboratory of the International Colored
Gemstone Association (ICA) and the 2007 Platinum Sponsor of the ICA World Congress in
Dubai. AGL also is the Oasis Lounge sponsor of the Premiere, Prestige Promenade and Luxury
by JCK shows.
About Gem Certification and Assurance Lab
Gem Certification & Assurance Lab (GCAL) is a subsidiary of Collectors Universe, Inc., a
NASDAQ Global Markets traded company (CLCT NASDAQ listed). GCAL provides guaranteed
diamond certification with bundled services including Gemprint and direct light performance
analysis as well as SourceVeritas and Ideal Cut certificates (www.gemfacts.com). GCAL is the
Official Diamond Laboratory of the International Colored Gemstone Association for North
America, Fine Jewelry CEO Summit, JCK – Las Vegas, JCK Invitational show, Couture 2007,
and the JA New York Shows. GCAL also is the Oasis Lounge sponsor of the Premiere, Prestige
Promenade and Luxury by JCK shows.
About Jewelers for Children
Jewelers for Children was founded in 1999 by the U.S. jewelry industry with the mission of
helping children in need. Since its inception, JFC has donated over $23 million to programs
benefiting children whose lives have been affected by illness, abuse or neglect through charity
partners St. Jude Children’s Research Hospital, the Make-A-Wish Foundation of America, the
Elizabeth Glaser Pediatric AIDS Foundation and the National CASA Association. JFC also
provides support to Make-A-Wish Foundational International and in 2006, provided support to
the Association of Hole in the Wall Camps, the Starlight Starbright Children’s Foundation and
the Jason Program (www.jewelersforchildren.org).