Hot Sellers

56 Percent Of Jewelers Surveyed Report Sales Gains In December

Here was the jewelry that performed best over the holiday season.

Published

4 years ago

January 11, 2021

INSTORE Staff Instore February 2021 Issue Online Extra

Three-diamond blooming earring by Tom Kruskal Designs in 14K yellow gold (approx. 0.20 TCW), $1,256, tomkruskaldesigns.com

Tom Kruskal is always No. 1! — Mary Jo Chanski, Hannoush Jewelers, Rutland, VT

Top-selling jewelry brands in December

Hearts On Fire (5), Keith Jack (5), Rolex (5), Gabriel & Co. (4), Gemsone (4), Pandora (4), Roberto Coin (4), ASHI (3), David Yurman (3), IDD (3), Luvente (3), Quality Gold (3), Stuller (3), Allison-Kaufman (2), Ania Haie (2), Berco (2), Breitling (2), Cargo Hold (2), Carla Corporation (2), ELLE (2), Ostbye (2)

*Brands mentioned by at least two of 152 Brain Squad respondents.

Hearts On Fire and anything that was larger diamond. Not as much the fine melee look. — Natasha Henderson, Saxon’s Fine Jewelers, Bend, OR
Southern Gate by Cargo Hold, anything rose gold, morganite, oval diamond solitaire. — Tim Sherrer, Lou’s Jewelry, Mobile, AL
A lot of custom pieces, especially lab-grown diamonds with “hidden halos.” A new look, but so pretty! — Beth Cevasco, Scott’s Custom Jewelers, Dublin, OH
Artistry and Southern Gates by Cargo Hold because of the lower price points. Bassali, Zeghani and Luvente for those who wanted to spend a bit more. — Doreen Vashlishan, Werkheiser Jewelers, Bethlehem, PA
Layering necklaces were by far the biggest trend. We also sold a lot of the basics this year — sapphire, ruby, emerald — which is actually unusual for us. But color sales in general were strong. This was not the year for tennis bracelets, rivieras and studs. Top brands: Simon G, Amali, Todd Reed and Omi Privé. (I had to seriously think twice about mentioning Amali … We are doing really well with it and I don’t want anyone else near us to get the line … ) — Melissa Quick, Steve Quick Jeweler, Chicago, IL
Diamond hoops; estate rings, especially engagement rings from the 1920s-1950s; sapphire rings from Empire Corporation; Carla gold earrings. All jewelry that could be worn every day casually or to work. Nothing fancy, but also nothing very minimal. — Dorothy Vodicka, The Gem Collection, Tallahassee, FL
Can anyone say enough about Stuller? With the pandemic, with a cyber-attack on them, with weather issues, they consistently came through with good service, products that moved and true help for their accounts. Amazing. — Alex Weil, Martin’s Jewelry, Torrance, CA
Diamond stud earrings. Because … masks and Zoom calls. — Andrea Riso, Talisman Collection, El Dorado Hills, CA
Custom work and Hulchi Belluni. Custom work is always in demand, even when you can’t go shopping, and Hulchi is new and amazing. — Ralph Vandenberg, Vandenbergs Jewellers, Edmonton, AB
Earrings are almost always on top, but this year it was all different blues. I haven’t sold so much Pantone color of the year since “Lime Green” peridot. — Sherrie Schilling-Devaney, Sherrie’s Jewelry Box, Tigard, OR
Sold a lot of sterling silver. Reflections In Silver was a big help! — Tommy Thobe, The Village Gem, Perry Hall, MD
Diamond studs. In times of economic crisis, people gravitate towards classic and understated pieces of jewelry. — Jennifer Hornik Johnson, Miller’s Jewelry, Bozeman, MT
Citizen quartz watches (quartz, not Eco-Drive) and lab-grown diamond stud earrings were both top sellers. Otherwise, sales were good in almost all categories. — James Sickinger, Sickinger’s Jewelry, Lowell, IN
Diamond tennis bracelets, diamond ear studs and classic pearl studs seemed to be a hot spot. Then brands like Serafino Consoli and Elizabeth Locke performed well for us. Breitling watches were a hot spot in our timepiece department. — Marc Majors, Sam L. Majors, Midland, TX
Rolex, never seen the demand so strong in all my years as a dealer. David Yurman had a strong December. And basic diamonds; earrings especially were very strong. — Tom Duma, Thom Duma Fine Jewelers, Warren, OH
We did awesome with Gabriel & Co. diamond fashion pieces, especially stack style rings and $500-$1,500 necklaces. We sold quite a few diamonds-by-the-yard style necklaces and diamond studs this year as well. — Lucy Conklin, Toner Jewelers, Overland Park, KS
Suzanne Kalan: color, boho chic and price point. Our custom engagement rings were our top seller. — Elizabeth Saba, Presley Co. Fine Jewelers, San Diego, CA
We sold a lot of William Henry! Men are definitely getting into jewelry, and I think women appreciate having a nice gift option that isn’t tech! We also sold a lot of diamond fashion pieces — pendants and studs mostly! — Becky Bettencourt, Blue River Diamonds, Peabody, MA
Marathon‘s convertible bracelet line was the number one seller in terms of volume. This is a great “add on” as well as revenue generator with customers always adding clasps to the initial purchase as everyday gifts. Plus, the price is right! — Joe Caron, Caron’s Jewelry, Bristol, RI

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Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.