Hot Sellers

41 Percent of Surveyed Jewelry Retailers Report Sales Growth in May

Only 23 percent of INSTORE’s Brain Squad said sales were down compared to the same month in 2024.

Published

5 months ago

July 9, 2025

INSTORE Staff Instore July 2025 Issue

41 Percent of Surveyed Jewelry Retailers Report Sales Growth in May

Roberto Coin 18K rose gold Obelisco pavé black and white diamond bangle, $19,600, robertocoin.com

“So much Roberto Coin. It was wonderful.” — Steven B. Goldfarb, Alvin Goldfarb Jeweler, Bellevue, WA

Custom engagement rings by Vlora. People often come in with a vision of what they want along with pictures. Instead of making them feel like they have to choose from what I have, we just make what they want! — Angela C., Atascadero, CA

Top-selling jewelry brands in May

Stuller 5, Allison-Kaufman 2, Ania Haie 2, Bassali 2, Berco 2, Citizen 2, Lashbrook 2, Malakan 2, Ostbye 2, Rembrandt Charms 2, Shefi Diamonds 2, Sterling Reputation 2, Sylvie Jewelry 2, Tissot 2

*Brands mentioned by at least two of 74 respondents.

Diamond bracelets by Vahan, flex diamond bracelets by Heera Moti. Stackable bands by Costar. — Gene, John and Krista P., Tuscaloosa, AL
Lab-grown diamond sales are helping sell older semi-mounts. Wedding bands in 10K gold have increased interest. People asking for watches again! — Allison L., Rock Hill, SC
By units: Alex Monroe, Joyla and Lashbrook. In the case of the first two, these are very affordable, wearable collections, and very appealing for self-purchasers. By dollars: Alex Sepkus, Erika Winters, and Todd Pownell. In the case of the latter two, these are all bridal pieces — and it’s just “that time of year!” — Babs N., Bozeman, MT
Name necklaces! Everyone suddenly wants name necklaces! — Gretchen S., Sherman Oaks, CA
May saw lab-grown diamonds as the best-selling product. We use Mercury Ring to stock our loose lab-grown diamonds and then we custom design the setting with Shah Luxury. — Amy H., Jacksonville, FL
By dollars, loose natural diamonds led the way (it only takes one!) followed by diamond anniversary rings and created diamond jewelry. By vendors, Shefi Diamonds, Ania Haie, Sterling Reputation and Rembrandt Charms. — Mark & Monika C., Rockford, IL
Engagement rings from Uneek and Imagine Bridal. Custom engagement rings. — Elizabeth S., San Diego, CA
Lab grown diamonds around the 2.5- to 3-carat size and custom designs! I’ve also been selling more vintage and estate pieces, and our repair business is definitely going up! — Becky B., Peabody, MA
Custom has become more and more important. Customers want personalization. Malakan Diamond has helped us grow that part of the business. It’s like they work for us (whereas most vendors have themselves in mind first). — Jim C., Modesto, CA
Berco, Midas Chain and INOX. — Sue P., Escanaba, MI

Monthly SALES Survey

How Were Sales Last Month Compared to May 2024?

WAY UP 25% OR MORE: 12%
UP: 29%
SAME: 26%
DOWN: 19%
WAY DOWN 25% OR MORE: 4%

Total Brain Squad Responses: 109

Impulse price points from Quality Gold, Sterling Reputation. Stuller is important to our custom operation for parts. But it is still repair and custom leading the way! — Loann S., Stillwater, MN
Custom wedding bands with lab diamonds and Stuller men’s bands were hot. — Beth C., Dublin, OH
Natural diamonds are making a comeback for us. Lab prices’ race to the bottom has cut their desirability for a portion of our customers. — Bill E., Terre Haute, IN
It’s a broken record: Engagement ring sales are driving our sales. Lab-grown centers 4 to 1 over earth-mined. — Joe T., Lubbock, TX
Palomar family jewelry, Bassali fashion, and Sylvie engagement rings. — Trevor W., Myerstown, PA

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.

INSTORE Staff

Since launching in 2002, INSTORE has won 89 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

click to Comment(Comment)

Up Next

58% of Surveyed Jewelers Report Gains in July

Don't Miss

Nearly Half of INSTORE’s Brain Squad Reported Gains in April

Closing With Confidence: How Bailey's Fine Jewelry Achieved Outstanding Results With Wilkerson

When Trey Bailey, President and CEO of Bailey's Fine Jewelry, decided to close the Crabtree location in Raleigh, North Carolina after 15 years, he knew the decision needed to be handled with intention and professionalism. The goal was clear: exit the location while maintaining financial strength and honoring the store's legacy. Having worked with Wilkerson successfully in the past, Bailey understood the value of their comprehensive approach. "They understood both the emotional and financial sides of the store closing sale," Trey explains. "Their reputation for professionalism, results and care made it a very easy decision." The results exceeded expectations. Wilkerson helped Bailey's sell through significant inventory while maintaining the dignity of the closing process. "They don't just run a sale, they help close a chapter in the best way possible," Bailey says, strongly recommending Wilkerson to any jeweler facing a similar transition.