What you'll learn in this episode:
About Sharon Berman
Sharon Berman is managing principal of Berbay Marketing & Public Relations, specializing in working with professionals to create the visibility and credibility that fuel revenue growth. After 20 years of positioning lawyers and other trusted advisors as experts, Sharon launched Arts and Jewelry and expanded her scope to include professionals in the decorative arts and jewelry fields.
A passionate jewelry collector, Sharon is studying for her GIA Graduate Gemology diploma. She is on the Board of Art Jewelry Forum, and is a member of the Association for the Study of Jewelry & Related Arts, American Society of Jewelry Historians, Society of Jewellery Historians and Society of North American Goldsmiths.
Sharon writes and speaks frequently about business development and marketing for professionals. She has been a speaker at the Antique & Estate Jewelry Conference ("Jewelry Camp").
Sharon earned her undergraduate degree at UCLA and her MBA at USC.
Additional Links to Articles About Sharon and Her Life:
For donations in lieu of flowers, please follow the next link to Simms Mann program at UCLA, which was important to Sharon and Jonathan:
Photos available on TheJewelryJourney.com
Transcript:
Welcome to the Jewelry Journey, exploring the hidden world of art around you. Because every piece of art has a story, and jewelry is no exception.
Sharon: Hello, everyone! Welcome to the Jewelry Journey Podcast.
Jonathan: In fact, it's not going to be Sharon today. I'm Jonathan Kramer, known to some as Mr. Sharon Berman, and I'll open this podcast with some news, not unexpected in some quarters. Sharon passed away in August 2024 from the long-term effects of cancer. Sharon lived a long and productive life. Even after her cancer diagnosis some nine years ago and her prognosis that she would only live for five years, she soldiered through, did an amazing job of prolonging her life, and in some important ways, did that through this Jewelry Journey Podcast.
In the podcast you're about to hear, Sharon's jewelry journey is going to be the subject. My youngest daughter, Aleah Kramer, is interviewing Sharon. This interview took place a couple of months before Sharon's passing. It's going to be the same thing you've heard before about a person's jewelry journey, but it's going to be very personal to Sharon.
Sharon's jewelry journey with me began 32 plus years ago when we were dating each other, and it was very clear that we were going to get married. Sharon made it very clear that I should not bother to buy her an engagement ring and that she would take care of that herself. That was very typical of the Sharon I would come to know and love and typical of her approach to jewelry. She didn't want to leave it to me to pick out her engagement ring and just said to me, "Don't worry about that."
She ended up ordering some diamonds to evaluate from Empire State Jewelers in the Empire State Building. I remember that. She picked out the stone she liked, and she picked out the setting that she wanted it to be and had it constructed. That should have told me three decades ago that I was with a very special woman who knew her taste in jewelry and wasn't going to be sidetracked in that. That was actually the beginning of my jewelry journey with Sharon.
Her jewelry journey has been one of passion and pleasure, and she's become quite the well-known person, even before she began this series of podcasts. I'm amazingly proud of what she's accomplished in terms of her own jewelry journey, and I have to say she's had an exquisite palate in the selecting and enjoyment of jewelry. She didn't just buy jewelry to collect it. She wore her jewelry all the time. It was a source of pleasure, and it made her feel comfortable. Her jewelry was a source of comfort for her.
She would find these incredible makers and go out and interview them and purchase their goods. She really supported emerging artists. That was one of the gateways to the Jewelry Journey Podcast. She wanted to share that enthusiasm for the up-and-coming makers with people that she talked with all the time. The more she talked to people, the more people said, "You know what? You should do a podcast and share this." That's how the Jewelry Journey Podcast really started, some 225-ish episodes ago.
We're going to leave the podcast up for people to listen to and hopefully enjoy and learn from. It will be a good and honorable tribute to Sharon's jewelry journey to do that.
With that, I'm going to let Aleah do the magic of editing here. She's been the editor of these podcasts and has done an amazing job pulling all of this together. I am deeply grateful for her participation in the podcast and, more importantly, the fact that she and Sharon were really partners in this jewelry journey. I am indebted to Sharon for really opening Aleah's eyes to the jewelry journey. Aleah has become an exquisite collector and has gotten as much joy out of collecting as Sharon. With that, we'll go to the podcast that Sharon talks about her jewelry journey, and then I'll come back at the end to close this out.
Sharon: Welcome to the Jewelry Journey. I'm your host, Sharon Berman, and today we have a bit of a different episode. I have a few announcements to make, and then I'm going to share some of my jewelry journey. To help me with that, I'm going to introduce Aleah Kramer. First, thank you all for listening. If this is your first time, a big welcome. If you are familiar with this podcast, welcome back.
I'm sorry to report that we suddenly lost several gems in the jewelry world. One of them is Cookie Lewis, who I can't say had a defined role, but she was my best friend. I've known her for 30 years and have been very friendly for the past 20 years, and she really got me into jewelry.
Cookie was a very nice person, but I think anybody who knew her for any length of time would say she's a tough cookie. She had definite opinions that were difficult to change. I wouldn't always listen, but I knew she knew her stuff. I saw salespeople who would look at her when she contradicted them. They would look at her like, "Lady, you don't know what you're talking about," but they'd go back and ask, and sure enough, she was right. Then they would take something out of one case and put it in another. She knew her stones and could always identify the flaws in stones much better than I could, despite all the study I've done. Cookie Lewis will be missed.
The next gem that we lost is Robert Allen. Robert did our transcriptions. Robert did transcriptions for me for eight to 10 years, but for the Jewelry Journey since its inception. He had great analytical skills, as did Cookie, but they were both creative in their different ways. In my experience, I've found that people who are good at analysis aren't really the best people for creative endeavors. I thought they both could look outside of their analytical areas and look at the creative aspects of their profession.
For instance, every year about Christmas time, Robert Allen would call me with a different idea. "Hey Sharon, I was thinking, what do you think of this?" Then he'd go into it. I can't tell you that I always accepted them or implemented them, but I thought it was really nice that he thought about it. I'll miss that.
Our new co-host has been involved in the podcast for a long time but behind the scenes. Now she's coming out of the shadows. Her name is Aleah Kramer, and she's been a producer, an editor, a transcriber, and a pinch hitter. She's also my stepdaughter. She's also joined me on several voyages that I've gone on for the Jewelry Journey, and I would say that is really her métier. She knows it very well, art jewelry.
Aleah: Thank you so much, Sharon. That was such a lovely introduction. Hi, everybody. My name is Aleah Kramer, and I am so excited that we're going to share some of your jewelry journey today.
Sharon, you always ask your guests a few important questions, and I've always wondered what your answers to these questions are. I wanted to ask you, how did you first become interested in jewelry?
Sharon: I think I first became interested in jewelry because I liked jewelry, but really it was Cookie Lewis who drew me into jewelry. She introduced me to estate jewelry, and from there I was off and running.
Aleah: What are some of your favorite types of jewelry?
Sharon: I like contemporary jewelry, some art jewelry. I used to like it a lot more. And estate jewelry of any kind. By estate jewelry, I mean used jewelry. That's how most people would define it.
Aleah: I often hear you ask your guests about collecting and what defines a collector. What do you define as a collector?
Sharon: That's a hard-to-answer question. I've been asked that before. I still don't have a good answer. What is a collector? A collector can be somebody who has three or more of the same kind of piece, three or more pieces by the same named jeweler or the same named maker. I really don't have a definition, and here I'm asking everybody who comes on what they define as a collector.
Somebody told me they thought they were a really good shepherd of jewelry, and I thought that was interesting. I'm not sure that really fits the bill, but it was interesting to hear. What do you define as a collector, Aleah?
Aleah: Oh, I'm too early in the biz to have any definitions. I'm interested in exploring all of the avenues and creating some definitions, but I am definitely not defining anything yet.
Sharon: Okay, I think that's very smart.
Aleah: Do you have a favorite piece of jewelry? I know you have a beautiful and extensive collection. Do you have a favorite piece of jewelry or a favorite artist?
Sharon: Well, I have maybe one or two pieces by named artists, Cartier, that sort of thing. But I don't collect Cartier. The name people, I might have one piece, not because I was collecting or gathering them together. Not, "Oh, I have a piece by A, now I want a piece by B or C." They just came to me, or I liked them.
I don't have a favorite piece, except I would say there is a person in France who does beautiful, large rings. I happen to like statement jewelry. It has to be large, and it has to make a statement. It has to be a statement piece. Her name is Sylvie Corbelin, and she's represented here by Lionel Geneste. We just did a podcast with him. I'm probably butchering his name, but he represents her. She is a very talented and creative person.
Aleah: She makes some really exquisite jewelry with high-end materials, such beautiful gold and such beautiful gemstones. They end up looking like paintings and works of art that you can wear on your finger or on your neck or as earrings.
Sharon: It's a good way to describe it. Some of it is just very pretty! Pretty and unusual.
Aleah: How long have you been a part of Art Jewelry Forum?
Sharon: For about 10 years or more, but I was involved for maybe a couple of years. I'm not currently involved. I just look at what they have and the people they have on.
Aleah: How did you get involved? How did you find them?
Sharon: I found them because I was looking for ways to travel and learn about jewelry. When I found them, I didn't even know what art jewelry was, and I wasn't that interested. But when I saw that they were traveling, I was really interested. That's how I got involved.
Aleah: What specifically about traveling to see jewelry interested you?
Sharon: Because I like to travel and because there are very few places you can learn about jewelry by traveling. You know yourself there are only a few places. I could name them on one hand. I don't even need one hand.
Aleah: How do you feel about the jewelry market in L.A.?
Sharon: The jewelry market in L.A. is one-sided, and that's why I like to travel. Art jewelry really started out in Sweden, in Scandinavian countries, in the Netherlands. Here you don't see art jewelry. Here, I think it's very blingy, shiny. It has to catch your attention, and that makes sense. But it's not the kind I like.
Aleah: Let's talk about the trips. About how many trips have you been on?
Sharon: About seven or eight.
Aleah: Do you remember the first trip that you took?
Sharon: Well, you just reminded me. Abroad or with them?
Aleah: Let's start with abroad trips, and then even national trips that you've done in America with Art Jewelry Forum.
Sharon: Well, I think some of the most memorable trips—we went to some places I never thought we would be, like Estonia. The Netherlands is de rigueur, but Estonia, I was really surprised I was ever there. Where else did we go?
Aleah: Do you remember the trips to Germany for Schmuck?
Sharon: That's right. We took several trips to Germany because Schmuck is there. That's the name of it. Schmuck means jewelry in German, and it's the largest market for jewelry. Art jewelry is displayed there. People go one year, they skip a year, then they go another year, so that's where we went.
I came across a sweater. It was an art jeweler sweater, but it was a sweater I got there. I thought, "Gee, I forgot I had this." That was a lot of fun. That's what I found with Art Jewelry Forum. If you travel a lot, you've seen things they're showing.
Aleah: What inspired you to start the Jewelry Journey Podcast in 2019?
Sharon: I'd been thinking about it for a long time, and I thought, "What better time than the present?" I wasn't sure what I was going to do with it, but I thought, "Just start it and see where it takes you."
Aleah: What were some of the key goals or motivations when you launched the podcast?
Sharon: I'm thinking about that. Just to study jewelry in more depth. That was one of my key goals. I like talking and thinking about jewelry. That was another key goal. It gave me an excuse to talk to a lot of the jewelers I knew who wouldn't talk to me. They were friendly, but they wouldn't necessarily talk to me unless I was asking them questions.
Aleah: That's a really interesting answer. I hadn't thought about that as well. Sometimes when you're just talking to them, they're not that open. But when you get them into a podcast setting, they really do open up. You have really asked some interesting questions of people. Thank you for that answer. I'm really interested in that.
In the 220 plus episodes that you've done, what have been some of the most memorable or impactful stories that you've covered?
Sharon: I don't know if I have any that are so impactful, except one came from a jeweler. He said that the most important thing you have to remember when you're selling jewelry online is what the return policy is. I thought, "Well, he's really right." I've never forgotten that. That's probably the only thing I haven't forgotten.
Aleah: That's a very important thing not to forget!
Sharon: Yeah, but I think he's right. It was a good point.
Aleah: What are some of the most important trends or developments you've observed in the jewelry industry over the past four years?
Sharon: I would say, and I think a lot of people would agree with me, is probably the use of lab-grown diamonds becoming more accepted. They are a lot more accepted. Today I would look at them a second time in my jewelry. If somebody showed me a lab-grown diamond several years ago, I wasn't interested, but they've become a lot more acceptable in the past few years.
Aleah: Which episodes or topics have resonated the most with you and with your listeners? I think you've really been impacted by cataloging.
Sharon: Aleah, I think that's a very good point in that I've spent the past—what I thought was going to be three weeks—six months working with somebody to catalog my jewelry. Aleah and I tried various means. We tried Excel, and we tried all these different ways that were supposed to help you catalog your jewelry. I think we settled on one called Collector Systems. I resisted because that has a subscription of about $1,000 a year, but it's the best one. The best one I could find, at least.
I do have to give credit to Mara, who helped me do it. She also helped Aleah do it. When she asked how long I thought it would take, I really thought it was going to take three weeks, but it took forever. I had more than I thought, and we try and keep it up to date.
Aleah: It's absolutely been a fun challenge.
Sharon: When I'm going to sleep at night, I think, "Oh, I have to tell Mara that I sold that, or I gave it away or I acquired this, so we keep it up to date." I'm usually behind the ball when it comes to that.
Aleah: What have been some of the biggest challenges that you've faced in producing a weekly podcast about jewelry?
Sharon: I haven't been able to think that far ahead. We've talked about starting a newsletter. I've wanted to be a few weeks ahead so I could announce things in the newsletter, but I've never been able to get more than a couple weeks ahead of what's coming up to let the listener know and to let the person that I'm interviewing know. By the time I contact them and they get back to me, which sometimes could be several weeks and occasionally it's been several months, it takes a lot longer. The thing that takes the most time on any podcast is the amount of time it takes. It's always lovely to get answers right away, but it doesn't happen that often.
Aleah: Which guests or interviews stand out as being particularly insightful and eye-opening for you?
Sharon: I have to think about that. I partially answered that question. It was Jeff Russak at Lawrence Jeffrey Estate Jewelers who told me what I needed to know about selling jewelry online. Besides that, Robert Lee Morris was a very interesting episode. There are a lot of episodes where I was told the person didn't have a lot to say, so they said they would stay within the half hour or 20 minutes or whatever, and an hour in I'd have to stop them because they were still going, and I hadn't said anything. They were very interesting, nonetheless.
Aleah: How do you go about finding and selecting the guests you feature on your show?
Sharon: Sometimes they come directly to me, which in the beginning really surprised me. Now they regularly come to me. If I read a name in the jewelry trades or in the newspaper, I'll circle it and pursue them. It's as simple as that. I may not know anything about them except that they're in the jewelry business, and I'll work on finding out more about them. I would say those are the two main ways. I think it's two main ways, they come to me, or I go after them.
Aleah: In your opinion, what are the most exciting or innovative areas of art and contemporary jewelry?
Sharon: I've recently learned that the Art Deco period was followed on the heels of Retro jewelry, and I like both periods. I like some art jewelry, but not all. There was a time when I liked all art jewelry, but I found that I really don't. I'm very particular about art jewelry. Contemporary jewelry is contemporary jewelry. If it's not one of those categories, I think it's contemporary jewelry.
Aleah: I think that answered part of my next question, because I was going to ask how has the podcast helped expand your knowledge and appreciation of jewelry? Obviously, there are so many things you learn by just talking to so many people.
Sharon: There's a lot I've learned and a lot you do learn. There's so much to learn.
Aleah: What advice would you give to someone looking to start their own specialty podcast?
Sharon: This isn't the first specialty podcast I've been involved in, but on any specialty podcast, any podcast in general, you have to be prepared, and you have to know that it takes time. I would say the thing that takes the most time is finding people and following up with them, booking the interview or whatever it is. It takes a lot of time. People don't think about that, and they don't work that into their story.
Aleah: What have been some of the most rewarding aspects of hosting a long-running jewelry podcast?
Sharon: That it's been long running. Long running is very exciting and rewarding. When people come to me and say, "I would really like to be on the Jewelry Journey," or "I found the Jewelry Journey online," I'm excited and rewarded by that.
Aleah: I always think it's fun when people recognize you, too. When we're out at shows, they're like, "Wait, you're Sharon. Don't you host that jewelry podcast?" And I'm always like, "Yes, she does."
Sharon: Yes, once in a while they recognize me. I don't show my face on anything, but somehow people have recognized me. You play a big part because you've taped some. We've done some live, and I hope to do more in the future.
Aleah: Yeah, I think you're out there more than you think you are.
Sharon: It's probably true. Other things I'm proud of are the three times I've been in the press. The first time was in the Financial Times. Then two or three weeks later, people called me and said, "I saw you in the New York Times." I was very surprised because one thing led to another, as it usually does in public relations. It turned out I was in the Financial Times, and I was in the New York Times. In November of 2023, the New York Times had a section called "Jewelry Podcasts Pick Up Some Glitter," and it mentioned me and other podcasts. I am so honored to be included among them. They list six, usually.
The third time, the equivalent of GIA in the UK is called Gems&Jewellery, and I was in the autumn 2023 issue. It comes out four times a year, I think, or no more than six times a year. I was very impressed. They were doing a special on jewelry podcasts, and I was honored and excited to be included with them. I questioned, "Why are they asking me?" But they wrote their little blurb, and it was very nice. It was very exciting to have that memory, to cut it out, and to put it on my Instagram, which is @artsandjewelry, by the way. I would say those are the things that are exciting to me.
Aleah: How do you maintain creativity and come up with new angles to explore in each episode?
Sharon: Well, how do you maintain creativity is probably one of the key questions I have in my mind that I ask the jewelers. How does somebody who's been doing it for 20 years keep fresh and creative? I don't know, and I haven't found the formula for that. As I'm talking to somebody, a question usually comes up that I wouldn't have thought of beforehand, but as they're talking it prods something.
Aleah: The best way is really to put yourself out there and listen to their story. You just hear it, and you want to know more. It's very organic for you.
Sharon: Exactly, exactly. Organic is a very good word for it.
Aleah: What role has social media played in growing and engaging your podcast audience?
Sharon: Social media plays a key role. I don't know how I would distribute it or how people would find me if it weren't for social media. I have to remember that most of the people I talk with are on the younger side and they know social media, but a lot of people I talk to are exactly like me. "Can you tell me how to find the email again?" I have to remember that I play to both audiences.
Aleah: Have you encountered any unique challenges in covering the jewelry industry, which is a very visual industry, through an audio format?
Sharon: I haven't encountered any issues because this is a visual medium. What I've encountered is when a jeweler doesn't want to talk about their process. I've encountered that several times. It feels like they're giving away their secret sauce. They're afraid of it.
Aleah: They're almost afraid to say too much. They think someone's going to replicate it. Sometimes when I'm listening, I'm like, "No, you have your own perspective. It's okay, tell us!"
Sharon: That's true. If there's a unique challenge, that would be it, visual versus audio. I think the audio holds it up. I've broached that subject when I've asked people, "Do you think I should make the podcast visual also?" Usually I get a nay, that people like to listen to the podcast. They're like me. You listen to a podcast when you run or when you're doing something else.
Aleah: You've expanded by adding photos on your website and adding photos on social media. Even though it's an audio-only format for your podcast, if you want to find more, it's always beautiful that you bring the photos to the website so that listeners can see more.
Sharon: Aleah, you have said it better than I could have.
Aleah: Which guests have provided you the most surprising or unexpected insights?
Sharon: I don't know why, but there's a name that sticks in my mind a lot, probably because he's unique. I was thinking about it this morning. His name is Isaac Levy. It was Yvel jewelry, and Yvel is Levy backwards. I was surprised that he even said he would be on a podcast, because he really is an important guy. I remember him was saying, "Sure, why not?" and the way he said it was like, gosh, I wish everybody was that easy to ask if they can be on my podcast. He was such a nice guy but such an important guy, and he didn't start that way. His wife started it, and then he entered and worked with her.
Aleah: I remember that too. She was the one who knew how to string pearls, and she taught him. They grew the brand together, the both of them.
Looking back, is there anything you would have done differently in the early days of launching the podcast?
Sharon: Now I'm a lot more comfortable. I do more prep than I used to, but I'm a lot more comfortable doing the podcast. When I listen and remember how it was in the beginning, I was very measured in the way I delivered. I read from a script. I don't have to do that anymore. I would just tell people to start by being themselves.
Aleah: That's great advice. Do you have anything you'd like to ask of the jewelry world and of your listeners?
Sharon: Of the jewelry world, I'd like to ask if they have something they'd particularly like to listen to or a subject they're interested in. I'd like them to let me know so I can look at how I can do that.
Aleah: Is there anything I haven't asked that you've been thinking about, or that you want me to ask?
Sharon: No, I think you've covered everything in a lot more depth than I expected it to be covered.
Aleah: Thank you so much, Sharon.
Sharon: Thank you, Aleah.
Aleah: Before my dad, Jonathan, comes back to say a few final words, I wanted to take a moment to acknowledge that this is not the way we wanted to end this podcast, but since this was the end of Sharon's jewelry journey, and because she left an exquisite mark on the jewelry industry, we feel like this is the right way to leave a tribute to her. Her life was as beautiful as any piece of art or jewelry, and I'm going to continue to bring you stories, memories, photos and more from her jewelry journey. I would love to hear stories from you as well. In a moment, my father is going to tell you how you can share those.
Before I finish, I just want to take a moment to thank Olivia Consol. She has also been an editor on this podcast since the beginning and has done tremendous work. Olivia, thank you so much. It's always a joy to work with you.
Finally, thank you, Jewelry Journey listeners, friends and family. And now back to my dad, Jonathan.
Jonathan: That was Sharon's jewelry journey, and I'm really glad that you listened all the way to the end of it. I hope that you gained a better insight into my bride of 32 years, who was on her jewelry journey even before I met her, and how much pleasure she got sharing the stories of up-and-coming makers, the interesting people she met along the way, the wonderful trips she took with the organizations she belonged to, and just how much this jewelry journey fed her inner being.
We'll be linking to various articles about Sharon and items of interest that will help to round out her experience, her jewelry journey, the organizations that she enjoyed, some articles about Sharon's collecting, and things we think would be interesting to you, including photographs that show you a portion of her jewelry journey collection. I hope you find them interesting. I certainly have.
I'd be very grateful if you would take a couple of minutes to leave your reviews of this podcast and your thoughts about Sharon, including anything you think would be interesting to share with us, her family, and with the larger community. I'll thank you for that in advance.
Thank you again for listening. Please leave us a rating and review so we can help others start their own jewelry journey.