Skip to content


Stuller introduces Choose/Change/Create

New structure makes it easier for jewelers to serve their customers

Lafayette, LA (12 November 2012) – Responding to the challenges modern jewelers face through online competition and increasingly discerning customers, Stuller is proud to present an easier way to do business, Choose/Change/Create. 

Choose/Change/Create™ gives jewelers effortless access to the power of Stuller’s four decades of manufacturing expertise and industry experience. Through Stuller, jewelers now have the ability to develop an infinitely flexible inventory with Choose, Change, and Create options to suit every customer’s needs.

Through Choose/Change/Create, jewelers may continue to Choose any of the more than 200,000 items in Stuller’s stock, including reliable tools and mountings, brilliant diamonds, and beautiful finished pieces.

In those times when a piece is close, but not exactly right for a customer, jewelers will find increased flexibility with Stuller designs that can Change to meet a customer’s specific requests.

Finally, they can quickly and confidently Create custom jewelry using CounterSketch® Studio, delivering Stuller’s quality craftsmanship in a piece that perfectly reflects a customer’s unique style.

“This is the new direction of Stuller,” says Bob Cox, Chief Sales & Marketing Officer. “We’re simplifying our vast array of products, tools, retail solutions, and customization services into three intuitive choices for jewelers – Choose, Change, and Create. By making Stuller a faster, easier, and more flexible partner than ever before, we hope to help jewelers more confidently fulfill the needs of their customers every day, whether selling a piece straight from the case or producing an entirely custom order.

Stuller introduces Choose/Change/Create this fall with many brand new, fully flexible designs. Jewelers can visit to explore the full possibilities of these new pieces and experience instant access to the information they need most to make a sale, including real-time pricing and immediate visual renderings of design alterations.

Additional flexibility and options will be added to more products across the Stuller catalog as Choose/Change/Create grows in the coming months, making it easier for jewelers to fulfill their customers’ desire for unique, one-of-a-kind pieces.

“Choose/Change/Create is the latest example of our dedication to helping jewelers be successful,” says Matt Stuller, Founder and Chairman. “Just as the 4Cs changed the way we talk about diamonds, we believe our 3Cs – Choose, Change, and Create – will make it easier for jewelers to put Stuller in their corner and open up incredible opportunities for creative collaboration between jewelers and their customers. Ultimately, this improved flexibility can help jewelers grow their business and be heroes to their customers.

Jewelers can learn more about Choose/Change/Create in the newly released Mountings and Jewelry catalogs. These catalogs will be updated annually, highlighting the new additions to Choose/Change/Create.

For more information on Choose/Change/Create, visit

About StullerStuller, Inc. is headquartered in Lafayette, LA and was founded by Matthew Stuller in 1970. The DTC Sightholder provides a wide range of goods and services for jewelry professionals. Stuller’s core product categories include: diamonds, gemstones, finished jewelry, mountings, findings, bridal jewelry, tools, supplies and digital solutions.