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Big Survey

7 Out of 10 Jewelers Surveyed Said They Do Not Want to Add a Brand

Only 28% of our Big Survey respondents said they would add a brand if given the chance.

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72 PERCENT OF RESPONDENTS to INSTORE’s recent Big Survey said they did not want to add any brands. For comparison’s sake, the No. 1 brand on the list, Rolex, received 6 percent of the votes. This follows a growing trend of independent jewelers moving away from brands and toward self-branded merchandise or custom design. That said, there are still some names that carry cachet in the industry. Most were watch brands, with the exceptions of David Yurman, Cartier and Gabriel & Co.

Question: What jewelry or watch brand would you most like to add to your cases?

1. ROLEX
2. PATEK PHILIPPE
3. OMEGA
4. David Yurman
5. CartierTIE
5. TAG HeuerTIE
7. Gabriel & Co.
8. BulovaTIE
8. ShinolaTIE
10. CitizenTIE
10. TudorTIE

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

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