Headlines

62% of Surveyed Jewelry Retailers Showed Growth in February

Custom jewelry, lab-grown diamonds and estate jewelry were all ‘hot.’

Published

3 weeks ago

March 27, 2026

INSTORE Staff Instore April 2026 Issue

62% of Surveyed Jewelry Retailers Showed Growth in February

Heavy Stone Rings 8mm cobalt comfort fit men’s wedding band with satin finish and koa wood inlays and inside sleeve, $499 (size 10), heavystonerings.com

Heavy Stone Rings wedding bands! They have a lot of options for customization, and more men are interested in their wedding bands than in the past!” — ANGELA C., ATASCADERO, CA

Engagement rings 95% lab and 5% natural. All custom made. — Krystal S., Plymouth, MI
Bridal sold well. Craft Lab Grown sold well. Ti Sento and Monte Luna — great for Valentine’s Day. — Nicholas P., Dickson City, PA

Monthly SALES Survey

How Were Sales Last Month Compared to February 2025?

WAY UP 25% OR MORE: 28%
UP: 34%
SAME: 20%
DOWN: 11%
WAY DOWN 25% OR MORE: 7%

Total Brain Squad Responses: 85

Lab-grown diamond engagement rings by Zeghani and Kim International were hot sellers. Ti Sento has been awesome for gifts and self-purchases. — Karen H., Batavia, IL
I sound like a broken record, but natural diamonds and diamond fashion basics led the way. It was a strong month for wedding bands and designer diamond fashion, including statement fashion rings from Christopher Designs and wedding bands from Simon G. — Jeff M., Knoxville, TN
A little bit of everything. Valentine’s was big for us. Elle. Diva Diamonds from Ostbye. Lab diamond bridal. — Shannon P., Altus, OK
Lab-grown diamonds in custom engagement rings. — David B., Calgary, AB
Lafonn, Berco and IDD. — Cole R., Bradenton, FL
Lab-grown diamond engagement rings, natural diamond engagement rings over 1.50 carats. Custom designs. — Eric S., West Springfield, MA
Star Solitaire natural diamonds, Sylvie Jewelry bridal and Ostbye diamond pendants. — James W., Mason, OH
Lab-grown diamond stud earrings, Rembrandt Charms sterling silver charms and charm bracelets. — Paul K., Fort Atkinson, WI
Allison-Kaufman colored gemstone women’s rings, GN Diamond stud earrings and tennis bracelet, A.Jaffe engagement rings were popular in February. Clients wanted a more significant Valentine gift than in years past. — Megan C., Poulsbo, WA
Stuller, Don Conkey & Sons and natural diamonds. — Tim W., Yorktown, VA
Custom. Our clients are wanting to have a unique item and of course be able to use/include special pieces from the past. — Sherrie S., Tigard, OR
Custom design, estate jewelry, gold buying. — Don U., Wethersfield, CT

A SPOT OF COLOR: Colored gemstone jewelry sales in the U.S. showed robust growth in 2025, with the North American market expanding by an estimated 7% year over year, outpacing traditional diamonds. Driven by younger consumers seeking uniqueness, demand for sapphires, rubies, and emeralds surged, with the broader colored stone sector appearing as a bright spot in a generally stable luxury market. According to INSTORE’s Brain Squad, the strongest sales were in the West and the weakest in the Northeast.

OVERALL MARKET

How were your colored gemstone jewelry sales over the last 12 months?

WAY DOWN: 3%
DOWN: 7%
LITTLE CHANGED: 52%
UP: 35%
WAY UP: 3%

* Results exclude the 9% of jewelers who don’t sell pearl jewelry.

Custom bridal, hex-shape gemstones, old euros. — Jim T., Seattle, WA
Estate jewelry pieces. With the price of gold being so high, people are looking for a way to own nice pieces without having to pay as high of a markup. — Loann S., Stillwater, MN
For the first time in a long time, earrings sold well both in my store and online. — Janne E., Cocoa, FL
Gabriel & Co. Fana and pre-owned Rolex. — Jon W., Virginia Beach, VA
ArtCarved bridal; gold and silver bullion; Carla Corp. earrings; estate jewelry. — Eileen E., Decatur, IN
ASHI, Midas Chain and Lafonn. — Sue P., Escanaba, MI
Yellow gold engagement mountings from Michael Venice Designs and estate jewelry also. White gold diamond cross pendants from Modern Art. — Barry F., Bardonia, NY
Buying gold, Estate jewelry, repairs, custom work. (Do I sound like a recording?) ANSWER prepared by AI which may contain errors. — Cliff Y., Lowell, MI
Engagement rings with lab diamonds still hot, however natural diamonds are really picking up. — Joe T., Lubbock, TX

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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