Behind the Sparkle

Member representation is obviously a large part of what the association does, but it also negotiates merchant rates for members, and handles consumer complaints.

"I think people have built up over the years unrealistic expectations about jewellery. One of the biggest problems is people expect it to last forever. Your car doesn't last forever; nothing else lasts forever."

He says many consumers call the association to complain about jewellery they have purchased. For example he says they call to say the stone fell out of their ring, but when asked how long they have had the ring, the answer can be '12-15 years' yet they still expect the jeweller to fix it.

"We will help them if they have a genuine problem with some thing has gone wrong in a reasonable period of time with a jeweller, we have a dispute resolution process."

In terms of education, the JAA plans start developing care labels for the jewellery so people have realistic expectations.

Discount Disadvantage

One thing Howie believes brings the industry down is discounting. "It is something that I personally don't like at all, I think it degrades the industry.

"We are supposed to be selling love, romance and precious possessions; how do you relate that with 20 percent off, 50 percent off? It doesn't make much sense to me. But the industry's got itself in the bind where no-one will stop, no-one sees itself being able to stop, particularly the big chains.

"I think what discounting has done is discount the glamour in the industry and I think that is a great pity."

Many things have changed since jewellery was first and foremost a status symbol.

"We had a strong manufacturing industry in Australia, that has been dramatically affected by cheap imports."

Howie believes discounting is something that has a flow-on affect, once one store starts, others competing for the same customers must follow, driving the price and value down even further.

"When a marketing manager can't think of anything else to do, they resort to discount. Now if you are looking over your shoulder and looking to the guy up the road and he is doing exactly the same thing, then you are going to drive the price down all the time."

However, he does admit there is not a lot he can do to change the way the industry operates. "At the end of the day it is not up to me. If that is the chosen vehicle to sell the product, and they might be right and I might be wrong, then that's up to them, I can't do anything about it."