Conclave 2026

For years, the game was simple: rank on Google, get clicks, win business. But something fundamental has shifted. Shoppers are now bypassing traditional search and asking ChatGPT, Google Gemini, Perplexity, and Siri what to buy and where to buy it. These AI systems don't return a list of links. They recommend businesses, and they answer with confidence.

This session introduces Answer Engine Optimization (AEO)—the emerging discipline that determines whether your store gets named when AI answers your customer's most important questions. Ross Cockerham, CEO of Punchmark, draws on platform-wide data from hundreds of jewelry websites to show exactly how this shift is already affecting traffic and sales in the jewelry industry—and what the stores winning at AEO are doing differently.

Tariffs aren’t just headlines; they shape what you stock, what you pay, and what your customers see at the counter. This panel brings together wholesalers and retailers to break down how tariffs directly affect every step of the supply chain. From sourcing materials overseas to pricing and profitability in U.S. stores, our panelists will share firsthand insights, real numbers, and practical strategies for navigating today’s shifting trade landscape. Whether you buy, sell, or design, this discussion connects global policy to everyday business decisions.

What happens when a father, a wholesaler daughter, and a retail son show how having fun grows both joy and sales?

This high-energy, honest, and entertaining session pulls back the curtain on what really keeps people thriving (and laughing) in the jewelry business. From the retail floor to the wholesale side, this family shares real stories, hard lessons, and simple mindset shifts that will get you smiling and selling more jewelry.

Most jewelers built their businesses on relationships, taste, and instinct, and those things still matter enormously. But in a market where margins are tighter and competition is broader than ever, instinct alone isn't enough. The retailers growing right now are the ones pairing their expertise with data.

In this session, Elle Hill shows jewelers how to build a culture of smarter decision-making without becoming data scientists or overhauling their entire operations. From knowing which metrics actually matter to building simple dashboards your whole team can use, this session is about making data feel like a natural extension of how you already run your business.

Walk in with instinct. Leave with intelligence.

Not all jewels are as popular as diamond, ruby, sapphire, and emerald; some are a bit underappreciated. But that doesn’t make them any less spectacular. While these gemstones have been gaining recognition in recent years, there's even more to them than meets the eye. Learn about the lore, history, and science that make peridot, garnet, tourmaline, zircon, and spinel unique.

AI isn’t just about tools—it’s about solving real business problems.

In this interactive, workshop-style session, we’ll move beyond theory and into practical application. I’ll start by sharing a curated set of AI tools and real-world examples to spark new ways of thinking. Then, we’ll shift into a collaborative working session where participants bring their own challenges—whether it’s time-consuming admin work, workflow inefficiencies, or communication bottlenecks.

Together, we’ll crowdsource solutions, share what’s actually working, and explore how AI can be applied across different roles and businesses. You’ll gain practical ideas, discover new tools, and learn from the experiences of others in the room.

Whether you’re just getting started or already using AI, you’ll leave with actionable tips and techniques.

Untreated vs treated gemstones have very different market values, which require the disclosure of treatments to be crucial. From initial discovery to showcasing the treatment's overall effect, this presentation will explore some of the most significant treatments introduced into the market in the 21st century. Gemstone treatments are not going away, which means educating oneself on them is an important tool for anyone in the trade.

It's one thing to earn your Graduate Gemologist® (GG) diploma from GIA, but having your GG does not automatically qualify you as an appraiser of gems and jewelry. For decades, the jewelry industry has been complacent by allowing professionals who only hold their GG to sign off on valuation documents, calling themselves appraisers. While earning the GG diploma is critical and no easy feat, Mike and Randy will discuss other imperatives that are necessary if one wishes to be successful in appraising gems and jewelry. This session will be geared toward anyone who wants to elevate their careers by understanding the duality of gemology and appraising, why USPAP® matters, and their professional development beyond their GG.

Successful watch repair begins at the front counter. Join AWCI for an in-depth discussion on best practices for watch take-in at the retail counter. Learn how to effectively communicate with customers, gather critical information, and serve as a knowledgeable liaison between the client and the watchmaker. In this workshop, we’ll share the practical strategies we've developed for communicating clearly with watch customers, asking the right questions, and translating customer concerns into meaningful details for the watchmaker or technician. We’ll also talk about how to build rapport with even the most particular clients and how to avoid common misunderstandings that can lead to frustration or delays. This workshop will help set you up for success with even the most selective watch customer.