60 Percent of INSTORE’s Brain Squad Reports Gains in July

We seem to do well with self-purchases from Ania Haie. With most price points under $100, people will shop for multiple people in one case.” — Trevor W., Myerstown, PA

• Lab-grown diamonds continue to be a big seller for us, specifically in increasing size! The trending shapes for us are elongated cushions, radiants and ovals. Gabriel & Co. continues to be a strong engagement ring support for us, and we continue to utilize their customizations! Malakan brings many of our customers’ dream rings to life! — Cheryl K., Lincoln, NE
• Custom as always through Shah Luxury. This last month, we had a customer request a custom pair of earrings to match a Princess Diana-inspired custom ring that he had purchased in 2024. We had 25 days to design, match two sapphires, four champagne diamonds, and over 20 white diamonds, manufacture and set all the stones. We completed it with two days to spare thanks to Shah Luxury’s quick turnaround time. — Amy H., Jacksonville, FL
• Platinum diamond wedding bands and a massive platinum gent’s custom mounting. We never had a platinum month before — we’ll take it! Best July in five years. — Nancy & Pierre P., Swansea, MA
• Custom continues to dominate the theme this summer. Whether it’s bridal or someone wants to remake pieces their grandmother gave them, it’s been a steady flow. Watch sales were also decent with Breitling leading the way. Then we had two nice sales with pieces from JB Star. The month felt slow, but it worked out in the numbers. — Marc M., Midland, TX
• Lab-grown diamond everything this month from self-purchased stud earrings to solitaire pendants from Quality Gold. Customers are choosing lab diamond and colored gemstone custom engagement rings because they fit their budget and conscience. — Beth Cevasco, Scott’s Custom Jewelers, Dublin, OH
• Our own in-house custom designs (always hot), Allison-Kauffman, and lots of bridal! — Keri S., Redmond, OR
• Remounts and restyles. We started posting before-and-after shots on Facebook, and many people came in with their jewelry boxes and collections that they inherited but didn’t know what to do with. — Dianna Rae H., Lafayette, LA
• Repairs were No. 1 — we make money on them! Custom design No. 2. Then from the showcase, it was Quality Gold and Livingstone with Metal Marketplace a close third. — Loann S., Stillwater, MN

• The Wizard of Oz would be happy. By far it has been the yellow brick road. Yellow gold has dominated in bridal, wedding, and fashion. Leslie’s by Quality Gold fashion has been outstanding. Gemstones from Manak Jewels have been a big hit. Lab-grown diamonds from several sources have been outpacing the natural diamonds with the younger crowd who are looking for bigger looks. — Scott K., North Wales, PA
• Our best results are from our jewelry trunk shows. We are making a lot of larger sales. Overall, customers seem to have money to spend. We will see how things hold up as tariffs kick in. — Jim C., Modesto, CA
• Engagement rings with loose diamonds were our best-selling products last month. Notable, too, estate bridal sold well. Shefi Diamonds was the leading vendor, followed by our own diamond basics. — Mark and Monika Clodius, C., Rockford, IL
• Two-stone classic ring from Stuller because of the story around it, and also because they weren’t concerned with the diamond info, just the look! — Angela C., Atascadero, CA
• Estate jewelry and watches, ArtCarved bridal, Carla earrings, Rembrandt Charms. — Eileen E., Decatur, IN
• IDD Flexie bangles are flying out the door! And custom. — Holly M., Astoria, OR