STORES Magazine - February 2008 - (Page 64) NUTS AND BOLTS / HUMAN RESOURCES Cutting Classes Hearts On Fire University keeps independent jewelers passionate about its diamonds BY D. GAIL FLEENOR earts On Fire knows how to cut a diamond – and how to keep independent jewelers excited about selling them. By inviting its retail partners to Las Vegas for three days of training, inspiration and fun, Hearts On Fire has achieved a compound annual growth rate of 30 percent over the last 11 years. H With Internet jewelry sales increasing tions, as well as in 30 other countries. and strong competition from chain jew“I believe in learning,” says Rothman, elry stores, company founder and CEO who founded the company with wife Glenn Rothman created Hearts On Fire Susan in 1996. “‘The more you learn, the University to differentiate his diamonds more you earn’ is one of my favorite state– and, by extension, the manner in ments” and “no events by other manufacwhich they are sold. turers, branders or wholesalers in the diaRothman was at the forefront of the mond or jewelry industry are even simimovement to “brand” diamonds: the lar” to Hearts On Fire University. company’s slogan is “The World’s Most The first HOFU was held in 1997, atPerfectly Cut Diamond.” And with Waltracted 50 people and held evening activMart currently the No. 1 destination for ities at a Chinese restaurant. Ten years U.S. jewelry shoppers, such differentialater, more than 1,200 people attended tion is vital for Rothman and the indethe three-day event at the Bellagio in Las pendent jewelers that sell his company’s Vegas. Classes ran from 8:30 a.m. until diamonds. 6 p.m., and then “each night we took Only 1 percent of rough diamonds are over the best clubs in Vegas,” Rothman pure enough to become says. “We work hard and “The more you HOF diamonds, according then we party hard.” to company literature. invest in education, The primary goal of the developing and Those stones are then cut at program is to encourage motivating your 100x magnification, “crejewelers to “fall in love team, the better ating perfection at 10 times again with their careers the results.” the industry standard.” and the business. This envi– Glenn Rothman Over the last five years, ronment of learning, exHOF has developed a comcitement and fun is someplete collection of fine dithing they don’t experiamond jewelry sold at ence in day-to-day 600 U.S. retail locabusiness activities,” Rothman says. “It’s like plugging in to recharge your batteries.” HOFU includes specialized tracks for owners, managers and sales associates. Training for owners usually focuses on the running of the business and managing staff. Managers learn about sales productivity, motivating associates and setting goals, while associates get the opportunity to view the entire HOF jewelry collection – for the first time, in many cases. Broad curriculum Actors are brought in to role-play sales counter scenarios. Participants provide feedback, and then the acting troupe goes back through the scenario “the right way.” While some classes are taught by the company’s internal team, others are led 64 STORES / FEBRUARY 2008 WWW.STORES.ORG http://WWW.STORES.ORG
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