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NORTH ATTLEBORO - Wrist watches fascinated David Cochran during his childhood in Wellesley.

Since then, Cochran has spent more than 30 years in the jewelry industry, primarily in Attleboro.

Last January, the Manufacturing Jewelers & Suppliers of America named Cochran its president and chief executive officer.

Cochran's new employer provides jewelry manufacturers and suppliers with services ranging from legislative updates to marketing and shipping discounts.

And as Cochran finishes his first year at the helm, he says the group has changed with the recent times, "to ensure our own future and to help our members deal with this most difficult economy." "We sold our headquarters real estate in Providence, 'right-sized' ourselves and moved to leased space at Ted Leach's facility in North Attleboro (in John L. Dietsch Square)," Cochran said.

"While we continue to pursue our core initiatives, we are focused on how we can use Web-based technology to assist our members with issues and challenges they face every day, ranging from inventory management to opening new markets and solving daily problems."

This interview was conducted by e-mail.

SUN CHRONICLE: Attleboro's role in the jewelry industry has changed over your more than 30-year career. What has surprised you most? And the biggest disappointment?

DAVID COCHRAN: I think the biggest surprise has been the recent combination of challenges that have assaulted the manufacturing segment of the business.

The convergence of factors, including unfair international trade practices, unprecedented tightening of bank credit, record-high precious metals prices, credit instability among many retailers and the serious recession and resulting drop in consumer confidence and demand for luxury goods has created a perfect storm for manufacturers which make up a substantial share of Attleboro's jewelry industry.

All of these challenges notwithstanding, it is gratifying that a number of companies, both large and small, remain strong.

Attleboro's Stern Leach is one of the largest suppliers of jewelry materials and products in the world, and its sister Cookson companies command a significant share of business in their respective sectors.

Another longtime Attleboro manufacturer, the Robbins Company (currently known as TharpeRobbins), which I led and merged into NC-based Tharpe in 2006, is busier than it has been in years as a result of consolidating the joint companies' manufacturing needs in Robbins' Attleboro facility.

And there are many other success stories among jewelry companies in the Attleboros. One of the biggest disappointments was the departure of Balfour and Jostens - two fine companies and superb high-quality manufacturers of class rings.

Balfour was sold before I took over its parent, Town & Country, and the purchaser moved the company to Texas.

When Jostens pulled out of Attleboro in the 1990s, it, too, believed it could capitalize on the lower cost of living and perceived lower labor costs in Texas and Mexico, but had to return to Attleboro in a short time once it recognized that the loss of its skilled and dedicated craftspeople had crippled the effectiveness of its new facility.

Sadly, Jostens ultimately closed its Attleboro plant and consolidated its manufacturing into its other facilities, a move driven, I understand, more by reduced revenue on the products made at their Attleboro facility than by lower labor costs.

SC: What do industry leaders say about the city now?

COCHRAN: I think the consensus is that U.S. manufacturing is leaner and more efficient than ever before.

Certainly one of the positive results of this difficult economy has been the need for companies to streamline their operations, recruit the best people for every position, cross-train and seek synergies wherever possible.

Another requisite is to create as efficient a supply chain as possible.

Both bode well for Attleboro; the city's workforce is among the best anywhere, and major sources of supply and subcontractors are here.

There is ample factory space, skilled workers, an attractive lifestyle, and federal, state and local officials that recognize the importance of a viable manufacturing base.

CNBC recently listed Massachusetts the eighth-most business friendly state among the Top 10, and the National Association of Manufacturers ranked Massachusetts second in access to capital, fifth in technology and innovation and sixth in quality of life.

Attleboro is the birthplace of the U.S. jewelry industry, and I am optimistic that with the assistance of our proactive public officials, we have an excellent opportunity to recapture the area's dominance.

SC: Is there a jewelry trend on the horizon that will especially excite the public?

COCHRAN: One of the exciting and attractive aspects of the jewelry industry is its responsiveness to creative design and product development.

We've recently witnessed the rapid development of a multibillion dollar business in bead bracelets from suppliers like Pandora and Chamlia - brands that developed and grew dramatically in 10 years or less.

The bridal business remains strong, and new metals and finishing techniques have led to exciting and attractive new products. While we don't know what the next hot trend will be, I think it's likely to incorporate personalized or custom design which is made possible by new strides in the marriage of technology, design and manufacturing.

SC: You've been the association's president and CEO for about eight months. Where do you see it headed in 2010?

COCHRAN: At MJSA, we are working hard to be relevant to the current needs of our members and the industry at large. Our mission encompasses three core initiatives: government affairs, dissemination of information, and education through our Education Foundation.

As I said previously, I'm completely convinced that the answer to many problems will in one way or another lie in the use of technology, and we want to embrace it and help our members use it to their full advantage.