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42 Percent of Surveyed Jewelers Reported Gains in February. Here’s What They Sold

Custom design and lab-grown diamonds continue to be popular.




Doves by Doron Poloma 18K yellow gold jewelry includes Octagon diamond ring (1.15 TCW), Mondrian ring with lapis lazuli and diamonds (0.57 TCW), and Mondrian diamond ring (0.97 TCW),

Our best-selling fashion line in February was Doves. The collection is very contemporary looking and nicely made. — Melissa Q., Chicago, IL

Top-selling jewelry brands in February

Shy Creation (4), Gabriel & Co. (3), Stuller (3), Allison-Kaufman (2), Fana (2), Pandora (2), Rembrandt Charms (2), Rolex (2)

*Brands mentioned by at least two of 127 respondents.

  • Black diamonds hand strung by our owner. Jye’s diamond hoop hinges earring/huggies. — Bruce B., Sarasota, FL
  • Black diamonds, diamond anniversary rings and recyclable gold purchases were up. — J. Dennis P., Johnstown, PA
  • ArtCarved bridal, Rembrandt Charms, estate jewelry (Facebook). — Eileen E., Decatur, IN
  • From loose to diamond studs, diamonds always are best-sellers. We have been selling more yellow gold, and our Secrid wallets have been a hit lately. — Katrina S., Racine, WI
  • Custom is crazy so far this year. We’re seeing a ton of people come in with inherited pieces, wanting to rework them into new designs. Custom engagement rings also. No one wants to buy one from the case, they want to make it one-of-a-kind. — Lucy C., Overland Park, KS
  • Shy Creation was our top seller for Valentine’s Day and self-purchasing. Trendy styles and prices in all ranges. We also did very well with Coast Diamond and Gabriel & Co. for engagement ring mountings. — Shari A., Southampton, PA
  • Antique and vintage style diamonds (old mine and European cuts). Thin yellow gold solitaires. — Jeremy A., Los Angeles, CA
  • Lab-grown studs, Sylvie bridal and Allison-Kaufman fashion. — James W., Mason, OH
  • Bridal was strong. We started a clearance case for the first time in both stores and it did very well. — Christopher S., Wexford, PA
  • Hearts on Fire, Overnight Mountings, lab-grown diamonds. — David B., Calgary, AB
  • Rembrant Charms in silver sold very well. Shefi Diamonds was our leading vendor in diamond products. — Mark C., Rockford, IL

Monthly SALES Survey

How Were Sales Last Month Compared to February 2022?

WAY UP 25% OR MORE: 14%
UP: 28%
SAME: 27%
DOWN: 23%

Total Brain Squad Responses: 177

  • Estate jewelry was huge! Interchangeable bangles from Alamea always do well. And, custom, custom, custom. — Rick N., Fernandina Beach, FL
  • Ronaldo Jewelry, Pandora and Simply Diamonds were our fast sellers. — LaTisha H., Vidalia, GA
  • As a brand, Nanis did well for us, but we saw a resurgence of our big color game. We sold several large and important colored stone rings and some really nice pendants. — Marc M., Midland, TX
  • Meaningful medallions (Scribe, Zoe Chicco), especially hearts. — Kathleen S., Austin, TX
  • Lab-grown diamond engagement rings by Revelation. Wedding bands. — Eric S., West Springfield, MA
  • Lab-grown diamond earrings and Extensible bracelets! — Laura S., Indianapolis, IN
  • Kit Heath silver jewelry. — Brandy P., Kingston, 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.



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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