East Providence, R.I., May 22, 2019. You’re reading the words correctly—decide and conquer, not divide. Why say that now? Because we’re a week out from the most important trade-only fine-jewelry shows in North America, and if you’re attending any of them, you’ll have lots of pearl options to consider purchasing. This article aims to remind you that the Cultured Pearl Association of America (CPAA) can help educate you and navigate the landscape of choices you’ll face at the shows.

Ring in 14k yellow gold with a Tahitian pearl and diamond accents by Imperial Pearl

Like many in jewelry, you’ve likely been intrigued by pearls for some time and have maybe been on the proverbial fence about stocking them.You’re hearing about and seeing them a lot more, so your awareness has increased and maybe your instincts are telling you the time is right to buy. If this was any other category—gold jewelry, perhaps—you would know what to do, where to go, and who and what to ask. But pearls are different, and the choices can seem overwhelming.

Plus, it’s not like you see many—if any—pearl brands advertised. In fact, you may not even be sure there are pearl brands other than Mikimoto. (Let me assure you, there are!)

So, when questions arise—like Where do I start to find trustworthy pearl sources? Do I simply buy strands or should I also buy jewelry? How do I know what I’m buying and if I’ve bought smart?—know that you are not alone. Such questions are not surprising when you consider that pearls account for an average of 3–5 percent of sales in stores nationwide, which is precisely why this category offers retailers exponential growth opportunity and margin. Knowing where and who to turn to is the key, and CPAA members can unlock this amazing category for you. If this sounds familiar at all, let CPAA be the first stop in your journey to becoming a pearl lover.

Earrings in 14k gold with Tahitian pearls and diamond accents by Imperial Pearl

Reach out to me, the longtime marketing and public relations director at CPAA and the vice president of business development (and a skilled pearl matchmaker) at Imperial Pearl or Jennifer Heebner, the CPAA’s executive director. (Reach me at kathyspearl@gmail.com, Jennifer at Jheebner@cpaa.org.) We are happy to talk one-on-one about your goals and offer recommendations of where to start. Consider the CPAA your pearl concierge service!

South Sea pearls shot by Ted Morrison 

If you want to dive right into the world of fine pearls, consider taking our proprietary online education program, Pearls As One (PAO). PAO is the most comprehensive pearl education available, and the course is sponsored by the Tahitian Pearl Association of French Polynesia, a country whose biggest export is Tahitian pearls. Take the course for free by using the coupon code TAHITIFREE.

You can also start slowly by visiting cpaa.org to see complete listings of member firms and their websites. Find out which will be at the upcoming Las Vegas shows by clicking here and consider contacting some for an appointment. Say that you’re new to the world of pearls and need guidance.

Cuff bracelet in 14k yellow gold with a Tahitian pearl and diamond accent by Imperial Pearl

CPAA members are committed to disclosure and integrity. Pearls are their business, and many firms are multi-generational and happy to share their knowledge so you can make educated decisions that are right for you. They want you to become long-term customers.

Why compete for customers and profit with the same products when pearls are a smart business decision? Don’t let another season pass by; CPAA wants you to realize the full potential of pearls, and we are here to help you do just that.