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Change We Need
Regardless of your political posture, in 2009, change is obviously coming to America. One would have to have their heads buried in the sand not to realize that this will be occurring sooner than later. What about the jewelry industry? Can we remain stuck in the low gear any longer? Isn’t change something that we can embrace in how we see business in 2009 and beyond?
Changing the way we conduct our business, in the immediate future, is vital for the near and long term success of our industry. As technology and art merge, with the growth of the computer aided design process (CAD), it becomes apparent, that those businesses, looking to distinguish themselves from the ordinary, will have an advantage over the competition. The promise of CAD technology is today, and each and every business should take the steps necessary to separate themselves from the end of the business fraught with low profit and high investment into stagnating stock items.
In 2008, we all saw the results of mass merchandise pressures coming from low end imports from Thailand and India. Competing at this level can only lead to disaster for the majority of jewelers. QVC, the Shopping Network, and other “price oriented” outlets, have the resources available to corner this end of the market. It takes too many dollars to continue to inventory low end merchandise going forward.
The answer is to step above the fray and differentiate your business by offering new opportunities to your clientele. In essence, the consumer walking in to your establishment is already asking for something extraordinary and unique. Why not cater to these desires by offering more custom designed jewelry? Of course, many retailers have always offered this to clients, but in today’s competitive market, emphasis on this segment of the business can distinguish your store from the “run of the mill” jewelers. A few major advantages of custom design are:
• Allows a retailer to “Brand” themselves with a line of exclusive merchandise
• Separates one from the competition by offering more personalized services
• Reduces the “cancer” of inventory
• Increases margins
• Custom design is a 12 month business
At Innovative CAD Technologies, we encourage our clients to create Custom Design Centers with a strong emphasis on customer participation in the design process. In essence, the involving, of the client in assisting the creation of “one of a kind” jewelry, has a potential impact on both long term customer satisfaction and glowing “word of mouth” endorsements. Such good will is priceless. Innovative CAD, while a service bureau organization, feels strongly in going above and beyond for our clients by offering our assistance and expertise in helping our customers emphasize this growing and profitable segment of our industry. By providing ideas and some of the tools necessary and useful to accomplish this goal, we are working to help stimulate the changes necessary in the market for the next decade. Today’s superior rendering software allows our company to supply you with a personalized, video “infomercial”. Innovative CAD Technologies will assist your business in advertising the custom design services that you offer. Many of our clients have placed digital, video picture frames on counters showing the endless possibilities available through custom design. Other retailers have invested in flat screen monitors in their store windows, showing the exciting world of custom CAD design alternatives. This concept is a 24 hour a day reminder, to potential customers, of how your store is distinguished from the others. We are more than happy to offer our services in creating a digital advertisement, specifically made for your store. We also assist our clients with creating “Design Portfolios” which can be presented to the customer with the personal design story highlighting the before and after renderings and photos. By presenting the chronicle of each custom design and placing your name on the package, clients will proudly showcase their individual story of the future heirloom that was created specifically for them. By maintaining a store copy of each design; potential new customers can feel the excitement of past custom masterpieces.
As CAD technology grows, the creating of the rapid prototype models, using computer assisted manufacturing (CAM), is advancing beyond expectations. Innovative CAD Technologies currently uses the finest equipment available today. The Solidscape T66 rapid prototyping printer is undoubtedly one of the most revolutionary and versatile machine we use. We consider this our workhorse and are currently running two machines almost 24/7. We run them at the highest resolution and the results are extraordinary. Also, in our lineup, is the Envisiontec Perfactory. This rapid prototyping machine actually grows a model out of liquid resin using light sensitive material. It offers many different advantages but primarily, our clients take advantage of the durability of the hard resin prototype model that results from the process. In many instances, we produce an “extra” model to our customers to assist them in creating a library of custom designs that can assist them with new clients, showcasing the beauty of past designs. Finally, our lineup of technology includes the Gemvision Revo 540B milling system. This rounds out the array of rapid prototyping methods and together offers the versatility and high quality that CAD/CAM technology requires.
This past year has been an exciting time in CAD artistry itself. New, updated versions of Gemvision’s Matrix software have pushed the envelope to new levels of design. It is certainly the future of the jewelry industry and it is available to any retailer who wants the future of custom design today. One need not invest in the software or the time to become proficient. At Innovative CAD Technologies, we are your one stop, custom design service bureau. From a simple sketch or photograph, we will create a design that you can proudly put your name onto. For our clients with the software and ability, we are your source for rapid prototyping and or precious metal casting. There are no reasons why the future of our industry, and the changes necessary to compete, cannot be within the grasp of everyone.
Yes, change is definitely coming and those who can adjust to the new times will leave their competition stuck in the old quagmire of high inventory, low profit and diminishing customer base. By seeking out new and exciting opportunities and separating yourself from the stagnation of the past, we can see a bright and rewarding future for ourselves. Innovative CAD Technologies recognizes the symbiotic relationship that must exist between retailers, manufacturers and service bureaus. We pledge to work closely with our clientele to help them, and our industry as a whole, to reach this goal.
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December 2008 
