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Hot Sellers

40 Percent of Surveyed Jewelers Saw Gains in March

Read which products sold best for those surveyed.




Two-carat round diamond engagement ring by A. Jaffe
Two-carat round diamond engagement ring by A. Jaffe with a hidden halo set in an 18K yellow gold setting (0.44 TCW), $3,115 (center stone not included),
  • For us it was A. Jaffe bridal. They support us like no one else. Their product line is made very well and we go to it first every time. — Jim C., Modesto, CA
Top-selling jewelry brands in March

Stuller (5), Gabriel & Co. (4), Sylvie Jewelry (4), Overnight Diamonds (3), Allison-Kaufman (2), Ania Haie (2), ArtCarved (2), Berco (2), Carla (2), Fana (2), Lashbrook (2), Rolex (2)

*Brands mentioned by at least two of 97 respondents.

  • Gold chains from Quality Gold. Right now still super-hot. — Kelly V., Geneva, IL
  • We had several sales from our Stuller Showcase. We signed up for the Showcase when it was first offered in 2015 and get sales from it every now and then, but it has really taken off in the last 6-8 weeks. — Cliff Y., Lowell, MI
  • Flex diamond bracelets by Heera Moti, gold earrings by Carla, engagement rings by Martin Flyer. — Gene, John and Krista P., Tuscaloosa, AL
  • We held a wedding band event, brands were Simon G., Zeghani, Fana, HL Manufacturing and Lashbrook. — Barb B., Brighton, MI
  • Lots of custom jobs and repairs. Henri Daussi wedding bands along with Lashbrook had a nice month. Omega sales were decent and everything else was sporadic. — Marc M., Midland, TX
  • ArtCarved bridal. — Deb L., Appleton, WI
  • Custom wedding bands, especially crown styles, and men’s wedding rings in 14K yellow gold. So glad to see gold bands making a comeback! — Beth C., Dublin, OH
  • By units, chains and charms both gold and silver. By dollars, diamond bands from Shefi Diamonds. Sterling Reputation, Stuller and Sylvie Jewelry did well. — Mark and Monika C., Rockford, IL
  • Watermelon tourmaline from Izi Creations, Naledi Collection bridal, and Classic Grown lab-grown diamonds. — Trevor W., Myerstown, PA
  • Wedding bands of all kinds, Overnight Mountings, oval lab-grown diamond solitaires and custom designs. — David B., Calgary, AB
  • Moissanite rings $200-$600 are selling as soon as I get them. Lots of custom. And shipwreck coin pendants are huge! — Rick N., Fernandina Beach, FL

Monthly SALES Survey

How Were Sales Last Month Compared to March 2023?

WAY UP 25% OR MORE: 12%
UP: 27%
SAME: 29%
DOWN: 21%

Total Brain Squad Responses: 146

  • Colored stone rings in the store, bracelets online. (No brand names — I make it all myself.) — Janne E., Cocoa, FL
  • Loose diamonds and diamond wedding bands were our best-selling products in March. We primarily worked with Atlantic Diamond and JAS Diamonds for loose stones, which was exciting because we sold more natural center stone diamonds than lab centers for the first time in years. Diamond wedding bands were our second best-selling product, attributed to our annual wedding band event held the first weekend in March. All wedding bands were 20% off during the event. Valina, Fana, and Allison-Kaufman were the big winners during our event. — Beth G., Endwell, NY
  • Sylvie Jewelry bridal is way up, Antwerp diamonds and Allison-Kaufman fashion. — James W., Mason, OH
  • Roberto Coin, Joshua J., Uneek Jewelry, William Levine, Piero Milano. It was a good month for the self-purchaser. — Steven G., Bellevue, WA

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.



She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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