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41% of Surveyed Jewelers Reported Sales Down in October from Previous Year

We also tell you which jewelry sold best in their stores last month.




Stuller 14K white gold 20-inch necklace with lab-grown diamonds
Stuller 14K white gold 20-inch necklace with lab-grown diamonds (26.20 TCW), $34,125,

Stuller diamonds because my salespeople like the way you can present them to the customers. — Tim Sherrer, Lou’s Jewelry, Mobile, AL

Top-selling jewelry brands in October

Stuller (6), Allison-Kaufman (5), Gabriel & Co. (3), Midas Chain (3), A. Jaffe (2), Bassali (2), Lashbrook (2), Pandora (2), Sylvie Jewelry (2)

*Brands mentioned by at least two of 96 respondents.

  • Midas Chain gold is selling as it is always on trend. Marathon has a large assortment of product offerings. — Brandy Pavlich, Kingston Fine Jewelry, Kingston, NY
  • Custom was still really popular and mostly remounts of customer’s own stones using options available from Stuller. They have such a wide variety of options that we can typically get in exactly what the customer wants without having to CAD/CAM. — Becky Bettencourt, Blue River Diamonds, Peabody, MA
  • Bassali fashion, Ti Sento fashion, and bridal from Sylvie Jewelry. — Trevor Williams, Leitzel’s Jewelry, Myerstown, PA
  • Interestingly, pearl restringing was a major factor in October. I did an appraisal day at the beginning of the month, saw quite a few strands of decent cultured pearls, all of which were broken or frayed, some were unfashionably long. All were restrung, many new clasps (thank you Stuller for having a wide variety), some became two strands or, in one case, a double strand. And one long strand became two different length strands (with matching bracelet), all with identical diamond clasps so they can be connected in various ways. — James Doggett, Doggett Jewelry, Kingston, NH
  • Large jade pendants in silver. — Showy and affordable. Susan Maxon, Honors Gran, Dunedin, FL
  • Custom, lab-grown diamonds, Allison-Kaufman, Bassali. — Erika Godfrey, Hawthorne Jewelry, Kearney, NE
  • Stuller, Allison-Kaufman (just took on the line), Teva Lab-Grown Diamonds,previously owned jewelry. — Edwin Menk, E.L. Menk Jewelers, Brainerd, MN
  • Sylvie bridal, Fischler Diamonds and Breuning fashion. — James Wolf, James Wolf Jewelers, Mason, OH
  • Custom redesign of customers’ heirloom jewels into simple, wearable everyday pieces, a result of the pandemic’s erasure of dressed-up needs. — Eve J. Alfille, Eve J. Alfille Gallery & Studio, Evanston, IL
  • Alongside our regular winners, we had an estate trunk show from Beneficial Estate buyers that did very well. It was our first time hosting an event like that and I expect the next one to be even better! — Kyle Bullock, Bullock’s Jewelry, Roswell, NM
  • Allison-Kaufman, quality for special events. Ostbye, bridal. Carla Corporation, everyone loves the quality and the lifetime guarantee. Revelation, lower price points for lab-grown. — Cindi Haddad-Drew, Cindi’s Diamonds & Jewelry Gallery, Foxboro, MA
  • So many custom engagement rings this month! All with lab-grown diamonds in the 2 1/2-to-4-carat range. Hidden halo styles in 14K yellow gold are popular, as well as very personal details in the designs. — Beth Cevasco, Scott’s Custom Jewelers, Dublin, OH
  • Thanks to the Barbie effect, we sold a really beautiful Omi Privé pink sapphire ring and matching pendant. #barbiepink. — Melissa Quick, Steve Quick Jeweler, Chicago, IL
  • Colored Stone Rings by Yael and Quality Color have been fantastic. Interchangeable bracelets by Alamea are heating up, and Shula NY sales are perpetual. — Rick Nichols, Nassau Jewelry, Fernandina Beach, FL

Monthly SALES Survey

How Were Sales Last Month Compared to October 2022?

WAY UP 25% OR MORE: 11%
UP: 23%
SAME: 25%
DOWN: 31%

Total Brain Squad Responses: 142

  • Lab-grown diamond studs. Same look for 1/10th the price. People have started to understand that jewelry and diamonds are fashion, not an investment. People are scared of wearing expensive items. — Jeremy Auslander, Roxbury Jewelry, Los Angeles, CA
  • Ania Haie and Sterling Reputation … great price points. — Paul Krueger, Krueger Jeweler, Fort Atkinson, WI
  • We’ve done great with Midas Chain products lately. Also doing very well with Allison-Kaufman. Great new designs out from them. Yellow gold is way outselling white and platinum, but rose gold is coming back from the ashes into nice looks with rubies and tanzanites. Meredith Young and Lord Jewelry sold a huge amount of jewelry in our store in October and really made our month. We’ve been searching for nice men’s bracelets and have some hot sellers from Samuel B. — Andrea Riso, Talisman Collection, El Dorado Hills, CA
  • Benchmark tantalum men’s wedding bands. — Scott Lefcourt, Scottsdale Fine Jewelers, Scottsdale, AZ
  • Charms!!! Lots of silver. Rembrandt Charms is always great when it comes to charms and charm bracelets. — Liliana Martinez, Patchogue Jewelers, East Patchogue, NY

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.

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