A checklist for buying CAD

Part 3 of 3

By Shele Letwin

Now that you’ve chosen to incorporate CAD into your store, the next decision to be made is where to set up the workstation.

● Most store owners opt for the showroom floor, complete with a table and chairs. This can serve two purposes. First, it advertises the fact the store offers CAD as a service, and second, it allows the salesperson or designer to remain on the sales floor. However, if space and resources permit, a workstation in a backroom can offer more privacy and allow for better concentration on the task at hand.

● PC or laptop? If you decide to start with a 2-D program, you may already have a computer or laptop that can run this technology. However, 3-D programs require a faster processor to speed up some functions and rendering time, which might make a PC a better choice. (PCs are also less expensive and more powerful than comparable laptops.) Consider also the space available in your store—do you have room for a stationary computer?

A 3-D CAD program allows users to create photo-realistic renderings that can be e-mailed to clients for further tweaking or approval. Photo courtesy GV Design Canada

● Training is a major part of the equation and as such, thought must be given as to who will be using the software. Generally speaking, those using a 2-D program must have a pretty good imagination and are able to think quickly to convey a design idea. They should also have good listening skills to clearly understand what clients are looking for. After all, most consumers do not possess knowledge of terms we use day in and day out in the industry, and a bit of deciphering may be required. In contrast, 3-D programs are more intense, requiring more specialized training and concentrated effort to learn. Often, it is the store’s owners or a long-time employee who is trained. Although bench experience or design knowledge is a definite plus, I’ve found those with a passion to learn and who do not give up easily can design a well-made piece of jewellery. On average, learning 3-D requires about two hours of practice every day for three to six months. While this might seem like a significant investment in both time and energy, the rewards are many.

As an independent retailer, you have the greatest opportunity to quickly change how your store operates. In contrast, chain stores and large companies are bogged down with meetings, red tape, and other obstacles. In a competitive arena like the jewellery industry, you need to move forward. Easily said, but a lot of us are frozen by fear of change and investing in new technology when times are a little tough. Instead, some may decide to cut back on staff or other expenses and hope for the best. From personal experience, I know there are tough decisions to be made when obstacles arise, but I would rather take a chance than regret not making a move that benefited my company in the long run. Then I know I did my best for me, my family, and my staff. Although some may look at CAD technology as a betrayal of longstanding jewellery-making traditions, others would argue that it protects them, as it ensures they survive the technological age.

A checklist for buying CAD

Part 2 of 3

By Shele Letwin

Once you’ve made up your mind, the next step is to consider your options. Hopefully by the time you’re done reading this article, you’ll have a better idea of which CAD program is right for you. Here are a few points to get you started.

3-D CAD programs can provide the greatest design flexibility, particularly when used for custom work. Photo courtesy GV Design Canada

● Ask yourself what kind of program best suits your business. Is 2-D software the way to go or 3-D? Simply put, 2-D technology allows you to manipulate a photograph you’ve uploaded from a camera to create a new design on the fly— essentially, the user can cut and paste different features from an existing library and change them according to the customer’s preference.

These programs are often easier to learn and work with than 3-D technology, and are well-suited to the sales floor, allowing jewellers to present their customers with a photo of a new design in minutes. (Consider this: a 2-D program can help a staff member ‘sketch’ a custom wedding band on the spot for the excited bride-to-be.) Once finalized, the image can be given to a goldsmith to hand-carve the wax sculpture or e-mailed to a wax service bureau, where the model can be created using a 3-D program in combination with a CNC or rapid prototype machine. Generally speaking, a wax service centre may charge in the neighbourhood of $150 per design and carving. Hand-carvers, on the other hand, can start at $50 per hour.

How difficult is it to use a 2-D program? If you can find your way around basic computer applications like e-mail or Microsoft Word, 2-D software should be manageable. Cost-wise, 2-D commercial programs are in the neighbourhood of $350, while jewellery-specific programs with a library of gems, models, and design tools can start at $1500.

Since practically anything imaginable can be created with 3-D programs, these can provide the greatest design flexibility, particularly when used for custom work. With it, a user can create, manipulate, or change any facet of a design, such as metal colour, a stone’s size and setting, or the width of a band. In addition, 3-D programs allow users to rotate the photo-realistic rendering in any direction, enabling the designer and/or client to view the piece at any angle. Once a design is finalized, most programs generate metal weights and stone sizes for easier quoting.

This last point is an important one and reminds me of when I was working remount shows in the ’90s. I recall being asked to quote on a platinum piece and the anxiety that ensued. If my estimate were off by one gram, it would cost the company $100 in profit. Today, gold costs more than platinum, but the chance of making a mistake when estimating still remains. The biggest lesson I learned by doing remount shows was you have to close the sale right there, and guessing can still get you into trouble.

Compared to 2-D programs, the level of difficulty of learning to use 3-D software is greater. However, as with most endeavours, the more time you invest, the better the results. Also, while the program allows a user to create any design, basic knowledge of jewellery making is ideal as a piece should stand up to normal wear and tear.

As technology advances, the goal of most software companies is to make their product easier to operate. While generic 3-D CAD programs can cost about $995, they likely will not include a library of gems or specific jewellery design tools. In the end, you may spend far too much time trying to design with the software and, by extension, losing money. Ranging anywhere from $3000 to $8500, a jewellery CAD program that includes a library and design tools may be a better investment, but you will still need to put in the time to mastering the steps. Although our discussion has centred on technology, we shouldn’t forget that emotion is at the heart of what we do. The personal satisfaction gained from seeing the look of happiness on a client’s face when they see their unique design can be quite moving. When that happens, you know the time and effort it took to design and create the rendering was worth it.

If you are just starting to offer custom design in your store or would prefer easing into 3-D, there is proprietary technology on the market that might suit your needs and enable your clients to become their own designers. Think of it as an interactive catalogue featuring a library of existing models. With it, consumers can customize various aspects of rings and pendants, using slider controls to alter shape and size. Once finalized, an estimate is generated with your markups to allow staff to provide the customer a quote on the spot. The file is then sent to the software’s supplier to cast, polish, and/or set. In terms of ease of use, this technology is the least difficult of the ones discussed here, since design features are simply chosen from existing options.

● One of the obstacles to effectively integrating CAD into a store is a positive attitude toward its use. Sometimes, all it takes is a little creativity, says Jean-Pierre Verbunt of Ancaster Jewellers in Ancaster, Ont. Using CAD, he has created models of unusual stone sizes suppliers don’t normally carry, building a library of classic styles over the years that can hold melee of different sizes. Most are on display in the showcase to be used as examples of the store’s work when making a custom piece or perhaps redesigning an heirloom. Next time, we’ll look at a few more points to consider before buying CAD software.

More to come of this story in Part 3.