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Hot Sellers

68% of Surveyed Jewelers Reported Gains in July

40 percent said they grew more than 25 percent year over year.




Diamond Eternal split hoop earring by Shy Creation
Diamond Eternal split hoop earring by Shy Creation includes diamonds (2.67 TCW) set inside and out on 14K white gold, $4,990,

Shy Creation. Spot-on trend styles; awesome price points. &mdash Doug Meadows, David Douglas Diamonds & Jewelry, Marietta, GA

Top-selling jewelry brands in July

Stuller (7), Gabriel & Co. (5), Hearts On Fire (4), Lafonn (4), Citizen (3), Lashbrook (3), Overnight Mountings (3), Rolex (3), Sylvie Collection (3), Allison-Kaufman (2), ASHI (2), Bassali (2), ELLE (2), Fana (2), Quality Gold (2)

*Brands mentioned by at least two of 154 Brain Squad respondents.

  • Custom in yellow gold, lots of yellow gold! And Samuel B., again! &mdash Holly McHone, Holly McHone Jewelers, Astoria, OR
  • Lots of custom wedding bands in unique styles, reusing family gems or lab-grown diamonds. &mdash Beth Cevasco, Scott’s Custom Jewelers, Dublin, OH
  • Bridal by Ostbye and ASHI, also Keith Jack. &mdash Sue Parker, Nyman Jewelers, Excanaba, MI
  • Self-purchases were the norm: “After last year, I deserve this!” &mdash Steven Wardle, Forest Beach Design, Chatham, MA
  • The Artist Jay aluminum jewelry because it’s fun for summer! And Sylvie Collection bridal because it’s an excellent product. &mdash Christine Graichen, Malloves Jewelers, Middletown, CT
  • Custom makeover of customers’ jewelry. People had time during the pandemic to “find” unworn jewels: that old engagement ring from a long-gone fiancé … a great-aunt’s gaudy cocktail ring … a hated mother-in-law’s aqua pendant … yes, bring them on, we will rework them! &mdash Eve J. Alfille, Eve J. Alfille Gallery and Studio, Evanston, IL
  • Hearts On Fire engagement rings, Gabriel & Co. both bridal and fashion, keeps improving month after month. &mdash Richard Frank, Goldstein’s, Mobile, AL
  • We did well with Classique Creations engagement ring mountings. They have a relevant, fresh look! &mdash Lee Krombholz, Krombholz Jewelers, Cincinnati, OH
  • Custom pendants using our customer’s old jewelry to manufacture and pay for the piece. Half of our customers left our shop with a new piece of jewelry and cash in their pocket. &mdash Scott Lefcourt, Scottsdale Fine Jewelers, Scottsdale, AZ
  • Custom engagement rings with lab-grown diamonds continue strong! &mdash Laura Sipe, JC Sipe, Indianapolis, IN
  • Women treating themselves to diamonds in July! We had a blast with about 10 different ladies who said, “You know what? I’m just going to do it because I DESERVE it!” You sure do!! &mdash Mary Jo Chanski, Hannoush Jewelers, Rutland, VT
  • We had a decent month in our watch department, but custom jobs took the cake! Busy month in repairs as well. &mdash Marc Majors, Sam L. Majors, Midland, TX
  • It was all about bridal again this month. It is peak wedding season!! Top sellers were 1) Chris Ploof (for masculine wedding bands) and 2) Simon G (for feminine wedding bands, engagement rings and those hoop earrings I keep telling you about!). &mdash Melissa Quick, Steve Quick Jeweler, Chicago, IL
  • Believe it or not, half-pairs of earrings were requested. We think it’s due to losing earrings with mask wearing. &mdash Alex Weil, Martin’s Jewelry, Torrance, CA
  • Custom design, Tacori and Fana bridal were strong. &mdash Michael Rumanoff, Rumanoff’s Fine Jewelry and Design, Hamden, CT
  • We sold a lot of diamonds for anniversary gifts, with rings and pendants being the most popular. Most every purchase held significance in the years being celebrated, so hearts, eternity symbols, and wide diamond bands with baguettes. &mdash Annette Kinzie, Leonard Jewelry, Stillwater, OK
  • Engagement rings and wedding bands, definitely. Mostly engagement rings from Stuller‘s Ever & Ever, and wedding bands from GN Diamonds. &mdash Becky Bettencourt, Blue River Diamonds, Peabody, MA
  • Brevani and Bassali for fashion were great for us. Sylvie Collection and Naledi were strong for bridal. &mdash Trevor Williams, Leitzel’s Jewelry, Myerstown, PA
  • Custom pieces and repairs as always. Impulse buys from Quality Gold and Classic of New York. &mdash Loann Stokes, Stokes Jewelry, Stillwater, MN
  • Allison Kaufman — great product made in the US and nice people. &mdash Susan Eisen, Susan Eisen Fine Jewelry & Watches, El Paso, TX
  • Gold jewelry is hot! We are selling a ton of Midas Chain jewelry. For bridal, Gabriel & Co. is still our top seller. &mdash Brandy Pavlich, Kingston Fine Jewelry, Kingston, NY
  • We are on fire with lab-grown diamonds. I upgraded my ring and love getting people excited to get a bigger center stone. Custom design follows, which is a win-win. &mdash Karen Hollis, K. Hollis Jewelers, Batavia, IL

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.

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