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44 Percent of Surveyed Jewelry Retailers Report Sales Gains in February

Another 31 percent said sales were “about the same.” We share their statements about the jewelry that sold well.

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44 Percent of Surveyed Jewelry Retailers Report Sales Gains in February
FOPE Eka tiny Flex’it yellow gold bracelet with diamonds (0.19 TCW), $4,180, fope.com

Watches and bridal did well. We also had another good month with Fope! People love their stretch bracelets.” — Marc M., Midland, TX

  • Lagos! Great price point and value. — Alan P., Wilmington, NC
Top-selling jewelry brands in February

Stuller 4, Sylvie Jewelry 3, Allison-Kaufman 2, Gabriel & Co. 2, Rembrandt Charms 2

*Brands mentioned by at least two of 80 respondents.

  • Roberto Coin, Shy Creation and bridal. — Michael R., Hamden, CT
  • Shinola and lab-grown diamonds. — Krystal S., Plymouth, MI
  • Montana Yogo sapphire and Montana sapphire jewelry (our specialty). Watches (pre-owned luxury timepieces). Diamond engagement rings and wedding bands (custom-made, Stuller, Sylvie Jewelry, SDC Creations, S. Kashi). Wedding bands without gemstones (for men: Jewelry Innovations, Benchmark, Stuller; for women: Stuller). — Jennifer J., Bozeman, MT
  • Repairs have been huge, as well as lab-grown diamonds and custom design! Customers are saving so much on the center stone that they are spending more money on the setting! — Becky B., Peabody, MA
  • Ostbye Shimmering Diamonds pendants. — Deb B., Hastings, MI
  • ASHI, Imperial Pearl and Veer. — Sue P., Escanaba, MI
  • Lab-grown diamonds in cathedral-style mountings. Stuller, Luminar Creations, Allison-Kaufman, platinum chains from Quality Gold. — Edwin M., Brainerd, MN
  • Oddly, natural diamonds. In fact, we have sold more natural diamonds since Christmas than we sold all of last year. It makes for a really lovely winter. — Jo G., Oconomowoc, WI
  • Anything that we brought back from Tucson sold very fast and really well. — Laura K., Oak Park, IL
  • Lots of increasingly bonkers requests for custom lab diamond necklaces — as the prices keep falling, our customers seem to be getting their ideas from Liz Taylor. — Gretchen S., Sherman Oaks, CA
  • Stuller because of the variety and quick availability. Also, our custom work continues to be great! — Susan E., El Paso, TX
  • Diamond fashion, especially studs, and designer engagement rings (particularly Simon G. and Vlora). — Jeff M., Knoxville, TN
  • Gabriel & Co., silver fashion, lab-grown bridal. — Nicholas P., Dickson City, PA

Monthly SALES Survey

How Were Sales Last Month Compared to February 2024?

WAY UP 25% OR MORE: 13%
UP: 31%
SAME: 31%
DOWN: 20%
WAY DOWN 25% OR MORE: 5%

Total Brain Squad Responses: 104

  • Custom, Sylvie bridal, Artistry silver. — Doreen V., Bethlehem, PA
  • Allison-Kaufman color gemstone pieces and Oro Alexander black-and-white diamond jewelry. — Sherrie S., Tigard, OR
  • Vintage jewelry in the $100-$500 price range. — Lee K., Montgomery, OH
  • Custom lab-grown diamond engagement rings and upgrades — big stones (4-carat and above) — plus tons of custom restyling and wedding bands for spring weddings. Also, self-purchases of colored stone jewelry in 14K yellow gold (bet they’re all regretting scrapping that yellow gold jewelry in the early 2000s now!). — Beth C., Dublin, OH
  • We did well with ELLE fashion, Sylvie bridal, and Lashbrook wedding bands. — Trevor W., Myerstown, PA
  • Sold over 100 sterling silver heart pendants at $99 doing a Valentine’s promotion with Gems One. — Bill E., Terre Haute, IN

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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SPONSORED VIDEO

Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success

After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone. Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently. The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.

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