Hot Sellers

58% of Surveyed Jewelers Report Gains in July

Just 20% said their sales were down year over year.

Published

8 months ago

August 31, 2025

INSTORE Staff Instore August 2025 Issue

58% of Surveyed Jewelers Report Gains in July

Marvel | Citizen limited edition Zenshin timepiece with Eco-Drive crafted with “Super Titanium” and inspired by The Fantastic Four: First Steps, $595 boxed set, citizenwatch.com

Citizen watches, custom work and repairs.” — Tim Wright, Simply Unique Jewelry Designs, Yorktown, VA

Top-selling jewelry brands in June

Gabriel & Co. 3, Ostbye 3, Citizen 2, Malakan 2, Roberto Coin 2, Stuller 2, Heavy Stone Rings 2

*Brands mentioned by at least two of 73 respondents.

Our watch department was the winner in sales volume and revenue. We had a strong month with Breitling, followed by Omega and pre-owned Rolex. — Marc Majors, Sam L. Majors, Midland, TX
Junghans watches topped our list, and I have no idea why! Then: Aaron Henry, particularly set with Montana sapphires, then eternity bands set with Montana sapphires, then Adel Chefridi bridal. Reason? For all the Montana sapphire pieces, it’s because June is a tourist month. — Babs Noelle, Alara, Bozeman, MT
Custom, settings from Stuller and lab-grown diamonds remain popular, but I have noticed a soft renewed interest in natural diamonds. — Becky Bettencourt, Blue River Diamonds, Peabody, MA
Custom restyling was hot, with many customers upgrading their center diamond for bigger lab-grown diamonds from M. Geller. — Beth Cevasco, Scott’s Custom Jewelers, Dublin, OH
This is the first month in three years that we sold more natural diamonds than lab-grown. — Tim Sherrer, Lou’s Jewelry, Mobile, AL
Lab across the board. Benchmark wedding bands. — Christine Matlack, E.G. Landis Jewelers, Boyertown, PA
Bridal: Gabriel & Co. taking the lead! Closely followed by Tacori. — Christina Baribault-Ortiz, Baribault Jewelers, Glastonbury, CT
Lots of gold, bought outright and taken in trade. Did well with Loving Embrace wedding bands from Ptak Brothers and custom design from Jason Simmons in New York. — Cliff Yankovich, Chimera Design, Lowell, MI
Lab-grown diamonds, some nicer colored stone pendants. Brands: obviously Stuller, but also Allison-Kaufman, ARKK, Ostbye and items that we assembled from parts we owned. — Edwin Menk, E.L. Menk Jewelers, Brainerd, MN
It is June, pearls for brides and a few grooms were very popular! — James Doggett, Doggett Jewelry, Kingston, NH

Monthly SALES Survey

How Were Sales Last Month Compared to June 2024?

WAY UP 25% OR MORE: 11%
UP: 30%
SAME: 36%
DOWN: 17%
WAY DOWN 25% OR MORE: 7%

Total Brain Squad Responses: 104

Vahan bracelets, Sylvie bridal and lab studs from Victor Corporation and Ostbye. — James Wolf, James Wolf Jewelers, Mason, OH
MaxMark lab-grown diamonds are on fire! Natural diamond anniversary bands (0.75-1.50-carat) are leaving faster than we can create them! Low profile with hidden halos fit the “I do” calls. — Denise Oros, Linnea Jewelers, La Grange, IL
Heavy Stone Rings wedding bands customized and custom Vlora Jewelry pieces. — Angela Cisneros, Angela Cisneros Jewelry Concierge, Atascadero, CA
Natural diamonds continue to perform well for us. Diamond fashion necklaces, bracelets and earrings were strong, including offerings from Simon G, Christopher Designs and C. Gonshor. — Jeff Markman, Markman’s Diamonds, Knoxville, TN
Gold jewelry, collar necklaces, hoop earrings. — Theresa Peregoy, Classic Facets, Edgewater, CO
Ostbye, Berco and T. Jazelle. — Sue Parker, Nyman Jewelers, Escanaba, MI
Estate jewelry, Roberto Coin. — Jillian Hornik, Jae’s Jewelers, Coral Gables, FL

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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