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75% of Jewelers Surveyed Showed Gains in November. Here’s What They Sold

Lab-grown diamonds, custom and repairs continue to be strong.




Founder’s Collection RoyalT engagement ring by Tacori in platinum with diamonds (1.10 TCW), $12,490 (not including center diamond),

Tacori event. The best bridal company in the business. Handcrafted in Los Angeles, California. 2–3-week delivery.” — Michael Rumanoff, Rumanoff’s Fine Jewelry & Design, Hamden, CT

Top-selling jewelry brands in November

Gabriel & Co. (5), Sylvie Collection (4), Allison-Kaufman (3), Hearts On Fire (3), Shy Creation (3), Alamea (2), IDD (2), Lagos (2), Marathon (2), Ostbye (2), Overnight Mountings (2), Quality Gold (2), Rembrandt Charms (2), Stuller (2), Tacori (2)

*Brands mentioned by at least two of 120 Brain Squad respondents.

  • Every type of product is currently selling. Some of our top designers this month were Lagos, John Hardy and Gabriel & Co. We also had strong sales with Hearts On Fire. Engagement rings have been very strong, too. Can’t recall a time like this. — Tonia Ulsh, Mountz Jewelers, Camp Hill, PA
  • Quality Gold stone and sterling earrings and fashion necklaces. Cape Cod bracelets from LeStage by Marathon. Ostbye custom bridal thanks to our new prototype displays. — Jill Keith, Enchanted Jewelry, Danielson, CT
  • ArtCarved bridal, Carla Corp. earrings, Rembrandt Charms, any estate jewelry (fastest turnover due to aggressive social media posts). — Eileen Eichhorn, Eichhorn Jewelry, Decatur, IN
  • Everything! Diamond engagement rings led the way, fashion was second. Hearts On Fire, Gabriel & Co., and Tacori in bridal; and David Yurman and diamond basics in fashion. — Tom Duma, Thom Duma Fine Jewelers, Warren, OH
  • Sales are up pretty much across the board. Bridal has been strong, especially in lab-created. Repairs have been strong, too. Probably the one area that we have seen a significant increase is lab-created diamond stud earrings. — James Sickinger, Sickinger’s Jewelry, Lowell, IN
  • Repairs made the most money, but the highest percentage up was batteries installed. Making mad money on just installing batteries. — Craig C. Curtis, Belfast Jewelry, Belfast, ME
  • Lashbrook wedding bands and custom wedding bands. Many people postponed their weddings to fall 2021 because of Covid restrictions. — Dianna Rae High, Dianna Rae Jewelry, Lafayette, LA
  • Silver and gold designer jewelry by Lagos and Phillip Gavriel by Royal Chain, and diamond necklaces, of course. — Susan Eisen, Susan Eisen Fine Jewelry & Watches, El Paso, TX
  • Classic silver jewelry continues to stay strong in all categories. Rembrandt Charms, Marathon crosses, and we sold several pairs of contemporary earrings from Artistry, Ltd. The $200 and under retail is a swift decision-making sweet spot for our clients. — Jessica Rossomme, Mucklow’s Fine Jewelry, Peachtree City, GA
  • Sterling jewelry, all types, common non-name brands. We do thousands of dollars in sterling jewelry and have the highest markups of all categories in sterling. One of our most popular selling methods is our $3/gram cases. After six months, all sterling goes to $3/gram, and it is a huge seller for us. All our customers find interest in our sterling jewelry — if not for themselves, then as gifts for others. — Medford Chason, Treasure Hut, North Charleston, SC
  • Sylvie Collection bridal and fashion has been a very strong seller for us. Also, Bassali and Shy Creation. Shy Creation is a wonderful price point for diamond and gold jewelry, great for those $200-$800 purchases. — Daniela Balzano, Water Street Jewelers, Guilford, CT
  • Big diamonds, especially ovals! Mid-range diamond pendants from IDD and AV Diamonds, custom from Overnight Mountings, silver/color from ITALGEM and Michou. — W.J. Smith III, Smith Jewelers, Franklin, VA
  • Alamea sterling silver and a few gold pieces, Shula NY pendants and rings, many in-stock diamonds, and semi-mounted engagement rings with several lab-grown diamonds. — Rick Nichols, Nassau Jewelry, Fernandina Beach, FL
  • Self-indulgence is the underlying trend here. “After last year, I deserve it.” — Steven Wardle, Forest Beach Design, Chatham, MA
  • Custom and repair as always. Quality Gold, Stuller, Classics of New York for basics. — Loann Stokes, Stokes Jewelry, Stillwater, MN
  • Anything Allison-Kaufman! Broad appeal, well crafted, a pleasure to sell it. — Karen Fitzpatrick, Harris Jewelers, Rio Rancho, NM
  • Gold chains for men selling like crazy. Anything in paperclip jewelry. Can’t keep this stuff in stock. — Michael Kanoff, Michael’s Jewelers, Yardley, PA
  • Great month with Lisa Nik and Fope! Had some really nice engagement ring sales too! — Marc Majors, Sam L. Majors, Midland, TX
  • All jewelry in gemstones and diamonds are selling strong, but we are seeing a huge resurgence in yellow gold! There is desire for all categories and styles of chains, crosses, and earrings. Keeping it in stock is a nice challenge! — Annette Kinzie, Leonard Jewelry, Stillwater, OK
  • We had about six engagement ring orders in a row for ovals (morganite or diamond or lab-grown diamond) with a halo and eternity band. It was hard keeping them straight! — Gretchen Schaffner, Eytan’s Designs, Sherman Oaks, CA

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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