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N.J. jeweler wins store makeover from AGL, GCAL

June 27, 2007

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New York—Jeweler Leo Fasseas, owner of Leo Fasseas Jewelers in Livingston, N.J., was in the middle of a major store remodeling when he heard some very good news. Fasseas was the raffle winner of a "Dream Team" store makeover, sponsored by the American Gemological Laboratories (AGL) and the Gem Certification and Assurance Lab (GCAL).

The raffle was part of a promotion held in the AGL/GCAL Lounge at the Couture show in Las Vegas, from May 29-June 4. Tickets were sold at $100 apiece, with proceeds benefiting Jewelers for Children. The AGL and GCAL have also pledged to match $100 for every ticket sold.

The weeklong promotion centered around demonstrating that jewelers have all the tools necessary to compete with other luxury goods retailers.

In hand with this concept, the AGL and GCAL brought a team of experts to the Couture show to demonstrate that perceived advantages of competitors can be neutralized with the services of consultants, including experts in brand portfolio management, Web development, marketing and store design, among other areas.

These experts, the "Dream Team," will conduct a free audit of Fasseas' store, providing recommendations and solutions on transforming his business, customer experience and brand messaging.

Members of the Dream Team include: Robert Scott Alger, president of Soho Interactive Telecommunications and an expert in Web design and 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, brand development and gem certification; and Diane Warga-Arias, president of DWA Communications and an expert in selling support and training.
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