Hot Sellers

55% of Surveyed Retailers Show Gains in October

Only 13% of INSTORE’s Brain Squad respondents reported losses.

Published

1 month ago

December 3, 2025

INSTORE Staff Instore December 2025 Issue

55% of Surveyed Retailers Show Gains in October

Shefi Diamonds Oceanity 14K yellow gold ring with two diamond starfish (0.11 TCW), shefidiamonds.com

By vendor, Shefi Diamonds led the way, with diamond bands, fashion and bridal, followed by Surreal created diamonds and gold chain.” — MARK & MONIKA, CLODIUS, CLODIUS & CO. JEWELERS, ROCKFORD, IL

14K yellow gold crosses and chains from Quality Gold. — Barry Fixler, Barry’s Estate Jewelry, Bardonia, NY

Top-selling jewelry brands in October

Allison-Kaufman 2, Gabriel & Co. 2, Heera Moti 2, Lafonn 2, Ostbye 2, Shefi Diamonds 2, Stuller 2, Vlora 2

*Brands mentioned by at least two of 73 respondents.

Always custom, and Allison-Kaufman is a hot hit. — Sherrie Schilling-Devaney, Sherrie’s Jewelry Box, Tigard, OR
Freshwater pearl necklaces are popular. — Jill Hornik, Jae’s Jewelers, Coral Gables, FL
Pre-owned Rolex and luxury watches are in demand. — Eileen Eichhorn, Eichhorn Jewelry, Decatur, IN
Diamonds, diamonds, diamonds! Natural and lab. — Tim Sherrer, Lou’s Jewelry, Mobile, AL
Custom work with a 2-carat lab-grown diamond oval shape, Overnight Mountings, Stuller. — David Blitt, Troy Shoppe Jewellers, Calgary, AB
Custom rings with customers’ gems are strong, and our own rings with diamonds. — Eve J. Alfille, Eve J. Alfille Gallery and Studio, Evanston, IL
Ovals are hot! — Christine Matlack, E.G. Landis Jewelers, Boyertown, PA
Stackable bangles from Heera Moti, stackable rings from Gabriel & Co., engagement rings from Martin Flyer. — Gene Poole, Hudson-Poole Jewelers Inc., Tuscaloosa, AL
Lab diamond engagement rings from M. Geller — especially elongated radiant and cushion cuts. A certain celebrity seems to have influenced that choice! — Beth Cevasco, Scott’s Custom Jewelers, Dublin, OH
Lab-grown diamonds and engagement rings are still driving our market. — Joe Thacker, Thacker Jewelry, Lubbock, TX
Gold hoops from Carla Corporation, lots of colored stone rings in the $1,000-$1,500 range, colored stone necklaces in the $2,500-$3,500 range. — Dorothy Vodicka, The Gem Collection, Tallahassee, FL
Gold huggies and hoops of all kinds, Roberto Coin yellow gold in all price points. — Natasha Henderson, Saxon’s Fine Jewelers, Bend, OR
Bought a lot of gold. Custom work with J.S. Simmons. — Cliff Yankovich, Chimera Design, Lowell, MI
Estate has been selling very well for us, so we expanded our estate section. We also put in reorders for Livingstone and Kelly Waters. — Loann Stokes, Stokes Jewelry, Stillwater, MN
Lab diamonds continue to lead bridal, but earth-mined hasn’t completely gone away. We are selling a lot of bullion products in gold, silver and platinum and, of course, our custom-designed pieces by our awesome staff. — Gary Youngberg, Ames Silversmithing, Ames, IA
Solitaires for big diamonds, specifically those who can modify heads like Stuller, Frederick Goldman, Gabriel & Co. Large-stone wedding bands, often designed with lab diamonds. — Cheryl Kozisek, Nebraska Diamond, Lincoln, NE

Monthly SALES Survey

How Were Sales Last Month Compared to December 2023?

WAY UP 25% OR MORE: 19%
UP: 36%
SAME: 32%
DOWN: 13%
WAY DOWN 25% OR MORE: 0%

Total Brain Squad Responses: 104

Glock watches have been a revelation, IDD wedding bands and Ostbye-powered custom. — Cole Rowland, Wares Jewelers, Bradenton, FL
Lab-grown solitaire pendants have been a big hit. Dangling 1- to 2-carat lab-grown rounds that I made in store are rocking. — Karen Hollis, K. Hollis Jewelers, Batavia, IL
Diamond fashion jewelry leads the way again, with in-house productions including diamond studs, tennis bracelets and inside-out hoops. Bridal was also strong, including pieces from C. Gonshor, Vlora and Simon G., as well as men’s bands from Benchmark. — Jeff Markman, Markman’s Diamonds, Knoxville, TN
Women’s wedding bands are still being ordered in gold, often supplied as broken jewelry collected from relatives, with men’s bands typically in heavy sterling. — James Doggett, Doggett Jewelry, Kingston, NH

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].

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