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54% of Brain Squad Respondents Report Sales Growth in February

And these were the brands and jewelry that performed best for them.

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Semi-mount engagement ring from Quality Gold
Semi-mount engagement ring from Quality Gold’s True Origin Lab-Grown Diamond Collection in 14K white gold with lab-agrown diamonds (0.33 TCW), $849 (center diamond not included), trueorigin.com

When thinking about a possible supermarket for jewelers and finding just about anything you might need (and then some) with great service, one company comes to mind: Quality Gold. — Alex Weil, Martin’s Jewelry, Torrance, CA

  • We did very well with ASHI promotional Valentine’s Day product. — Christopher Sarich, Noah Gabriel & Co. Jewelers, Wexford, PA
  • Bassali and Tom Kruskal rocked our February! — Mary Jo Chanski, Hannoush Jewelers, Rutland, VT
  • Diamond fashion and lab-grown studs flew out the door, along with LAGOS and Hearts On Fire. — Alan Perry, Perry’s Emporium, Wilmington, NC
  • Lab-grown bridal, Aurelie Gi, Pandora and watch batteries! — Julie Terwilliger, Wexford Jewelers, Cadillac, MI
  • Sylvie Collection engagement rings were awesome for us, along with diamond bracelets, and we always do well with classics from Carla Corporation. — Allison Leitzel-Williams, Leitzel’s Jewelry, Myerstown, PA
  • Lab-grown diamonds in all shapes and sizes were helping bridal sales soar. Everyone is loving the chance to go bigger. — Karen Hollis, K. Hollis Jewelers, Batavia, IL
  • Ania Haie: style and price point. Shah Luxury: affordability. — Erika Godfrey, Hawthorne Jewelry, Kearney, NE
  • Sold a few diamonds. Sold a few nice orange- and lavender-colored sapphires. Thanks, Scott Spurling Fine Gemstones! — Tommy Thobe, The Village Gem, Perry Hall, MD
  • Diamond studs were still moving well, as well as pearl necklaces. Bulky silver bracelets had a pretty good showing. — Jim Doggett, Doggett Jewelry, Kingston, NH
  • In-house custom design. We have really zeroed in on the needs of our clients, and we are designing line extensions based off of our own custom work. — Shawn Higgins, D&H Sustainable Jewelers, San Francisco, CA
  • Engagement ring sales were very brisk in February. Mountings from Gabriel & Co. helped to secure many of the sales. It seems that during the pandemic, everyone went through their jewelry boxes and found pieces they no longer wear, and they decided that this is a good time to redesign and remount. The amount of custom jobs has more than tripled since last year! — Shari Altman, B&E Jewelers, Southampton, PA
  • Forevermark diamond bands, sterling earrings and bracelets by E.L. Designs, smaller diamond studs. — Dorothy Vodicka, The Gem Collection, Tallahassee, FL
  • A ton of custom wedding bands this month, made with lab-grown diamonds. — Beth Cevasco, Scott’s Custom Jewelers, Dublin, OH
  • Lafonn and T. Jazelle for the look/style at the price point. Ostbye and Royal Chain — great basics with style at a good value. Simon G. and Zeghani — great designers. B— arb Binkley, Cooper & Binkley Jewelers, Brighton, MI
  • February was definitely all about the engagement ring! We sold more round center diamonds than all of the other shapes combined. Baguettes are also on trend. Lots of baguette semi-mounts and bands. Lastly, our top selling brand in February was Simon G., which makes sense because their collection has lots of classic/timeless designs, which are also in demand. — Melissa Quick, Steve Quick Jeweler, Chicago, IL

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.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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