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56 Percent Of Jewelers Surveyed Report Sales Gains In December

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




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

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

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.



He Doubled His Sales Goals with Wilkerson

John Matthews, owner of John Michael Matthews Fine Jewelry in Vero Beach, Florida, is a planner. As an IJO member jeweler, he knew he needed an exit strategy if he ever wanted to g the kind of retirement he deserved. He asked around and the answers all seemed to point to one solution: Wilkerson. He talked to Rick Hayes, Wilkerson president, and took his time before making a final decision. He’d heard Wilkerson knew their way around a going out of business sale. But, he says, “he didn’t realize how good it was going to be.” Sales goals were “ambitious,” but even Matthews was pleasantly surprised. “It looks like we’re going to double that.”

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