Are ‘Best Jeweler’ Awards Worth the Effort? Retailers Share Their Honest Take

The quotes and stats here come from INSTORE’s December Brain Squad survey. Thanks to the owners and top managers who took the time. Want in? Signup link’s at the bottom.

Have you won any business awards? (Time to brag.)

YES 52%

• “INSTORE Coolest Store! JA Case Awards, United Way Women Who Mean Business Award, Jewelers of Louisiana Design awards, Women’s Connection Career Achievement Award. Each one of these awards is such an honor and continues to fuel my love for my career in the jewelry industry. Each one furthers our reputation in the community, especially when it comes with a local organization that I’m a part of. And we love to share these wonderful honors on social media to build our community.” — Dianna Rae High, Dianna Rae Jewelry, Lafayette, LA

“Won the ‘Best Jeweler in the Brainerd Lakes’ for the seventh year in a row. There are or have been seven total jewelers in the area. The voting is online sponsored by the local newspaper. They don’t tell us the number of votes but I guess I don’t really care, just that we got the award. It seems to help get customers to trust our abilities and services and it has led to several large sales.” — Edwin Menk, E. L. Menk Jewelers, Brainerd, MN

• “‘Best New Business’ (by the downtown association) in 2000 the year we opened. ‘Coolest Store in America’ from INSTORE in 2003. ‘America’s Best Jeweler,’ Couture Division in 2009 National Jeweler Magazine. (Has anyone else won both INSTORE’s ‘Coolest’ and National’s ‘Best’?) Innovation award by Stuller, with a trip to Lafayette! 3 different local Charity awards for our Charitable contributions to our community. (Leif Erickson award and more) Two separate waiting areas named for our company at the New Cancer Center. These were not purchased by us, but were given to us to acknowledge our years of charitable support for the hospital. Also, the annual ‘Best Of’ awards from our local newspaper, We made 3rd place our second year of business (2002), and by 2008 we were in 2nd place, and in 2011 we won 1st place ‘Best Jeweler’ and have won 1st place every subsequent year. Winning INSTORE’s ‘Coolest Store’ gave us the largest PR exposure, which was a tremendous lift to our place within both the community here and to the Jewelry community at large. ‘America’s Best’ included trip to NYC to meet many Industry Leaders and it was an amazing experience. We did reach out to INSTORE and National Jeweler Magazines about their contests and applied for them. But everything else has happened organically and speaks to the power a small local business can have supporting a community while making a good living for ourselves and providing jobs and joy to our world. I think that there is more to be said about what a good independent small business can do and the rewards from doing good. Feel free to contact us if you would care to explore the subject more.” — Mark & Monika Clodius, Clodius & Co. Jewelers, Rockford, IL
• “I won an occasional design award a few years back. It’s awesome for the ego, but only OK for business. The plaques in the store get some attention. I would only do them if I had too much time on hand. They cost much in materials and time; I usually get some press but it’s nothing to write home about when it comes to generating real sales. What other jewelers think about you does not really matter in the retail world.” — Klaus Kutter, A Jour Inc, Bristol, RI
• “Best of Central Coast Businesses! As a five-year-old business, it means a lot to me, and I like how it gives me more street cred! I have also received the first-ever Women of Influence Award from my local Chamber a few years back, and people recognize me from that — top of mind to my current and potential clients!” — Angela Cisneros, Angela Cisneros Jewelry Concierge, Atascadero, CA
• “Two awards from BBB that were very competitive. Best Jeweler in El Paso from three different venues for many years in a row; SBA Small Businessperson of the year; WJA Woman Retailer of the Year, plus many others. I believe in competing and always trying to be the best. Just won the Spectrum award so I am thrilled!” — Susan Eisen, Susan Eisen Fine Jewelry & Watches, El Paso, TX

“We were chosen as FAVE 2025 store by our community, we didn’t know that the vetting was taking place. It was a very nice surprise to receive the letter and sticker to display in the store. It has impacted our business in a very beautiful and profitable way. Our Google reviews tell our story, grateful.” — Liliana Martinez, Patchogue Jewelers, East Patchogue, NY

• “Our radio station runs a contest every year asking people to vote for their favorite business in multiple categories. We have won first place every year they have done it — probably five-plus years! The public goes online and votes for you so it is nice to know we are people’s favorite in the area.” — Tom Nelson, Nelson Jewelry, Spencer, IA
• “It’s been a few years, but I won an Award of Merit from the (statewide) Florida Retail Federation Retailer of the Year. At least half a dozen awards from the Historic Cocoa Village Association and the Historic Cocoa Village Main Street over the years where I’ve had my store since 1992.” — Janne Etz, Contemporary Concepts, Cocoa, FL
• “St Louis Post Dispatch contest after 250,000 votes we were voted ‘Favorite Retail Jewelry Store’. We did not know anything about this contest until it was over. We have received some new customers but all say they were referred by current customers.” — Elizabeth Parker, Curt Parker Jeweler, St. Louis, MO
• “We won the award for ‘Best Jewelry Store’ so many times, we withdrew from the contest one year just to give our peers an opportunity to win the coveted award. We used the award in all of our TV, print and direct marketing each year we won.” — J. Dennis Petimezas, Watchmaker’s Diamonds & Jewelry, Johnstown, PA
• “We typically perform well in the annual ‘Best of’ awards from local magazines. We were also honored in one of our markets by the BBB. The primary impact I perceive is validation that we are delivering the customer experiences we hope to.” — Jeff Markman, Markman’s Diamonds, Knoxville, TN

“INSTORE Magazine Cool Store was a great chance to connect with clients and celebrate — it reinforces the confidence your customers already have in you. Same for displaying Spectrum Award and other design trophies in the showroom. 3rd party vetting is always great!” — Ellie Thompson, Ellie Thompson + Co, Chicago, IL

• “A couple of local Chamber of Commerce awards. Momentary notoriety, but it’s hard to judge any real impact. But it always looks good on the website. And National Jeweler Hall of Fame some years back, but that seldom has local impact.” — Georgie Gleim, Gleim The Jeweler, Palo Alto, CA
• “In our local ‘Best of the Wabash’ contest we have been longstanding winners and once again this year we won: Best Jewelry & Watches Best Coins & Collectibles Best Unique Gifts. Best Customer Service and Best Place to Work” — Jeff Vierk, Vierk’s Fine Jewelry, Lafayette, IN
• “We participate in our local art shows and have a wall of ribbons from these shows. We also won two Saul Bell awards and the Champion of Champion 1st place award in Hong Kong.” — Tim Wright, Simply Unique Jewelry Designs, Yorktown, VA
• “We have won or placed 2nd in the BEST OF THE WEST. West Suburban Living Magazine — voted for by our customers throughout the Chicago Suburbs. Huge honor for our little store.” — Denise Oros, Linnea Jewelers Inc., La Grange, IL
• “As a designer, I consider myself primarily a creator, more interested in the multiple AGTA awards and Japan Pearl awards I have received than any business awards.” — Eve J. Alfille, Eve J. Alfille Gallery And Studio, Evanston, IL
• “Several times Chamber Business of the Month. Several years #1 for top jewelry store in radio contest. Chamber of Commerce Retail Business of the Year” — Mark Robinette, Robinette Jewelers, Seneca Falls, NY

• “Atlanta’s Best Jeweler award 2 years running 2026 – celebrating 100 years of a family of jewelers, now on our 4th generation” — Doug Meadows, David Douglas Diamonds & Jewelry, Marietta, GA
• “Clater Jewelers is honored to be named Louisville, Kentucky’s favorite jewelry store for the second consecutive year” — Shannon Akridge, Clater Jewelers Diamond Center, Louisville, KY
• “For the seventh year we were named Best Jewelry Store in our area by our local newspaper survey.” — Gene, John, Krista Poole, Hudson – Poole Jewelers Inc., Tuscaloosa, AL
• “We have been voted the Readers’ Choice award for Best Jeweler in our town for the last 18 years.” — Sue Parker, Nyman Jewelers, Escanaba, MI
• “Small business grants, asked to speak at meetings with other business owners.” — Monica Lara, Argentum Et Aurum, Fond du Lac, WI
• “2007 INSTORE Cool Store, Best of the Best Jeweler 20 consecutive years” — Tom Duma, Thom Duma Fine Jewelers, Warren, OH
• “We won the award for best place in our town to purchase an engagement ring” — Tim Sherrer, Lou’s Jewelry, Mobile, AL
• “We have won our local customer service awards several times.” — Cindy Stafford, Wades Jewelers, Southport, NC
• “We won Best of Lincoln for retail jewelry stores in 2024.” — Cheryl Kozisek, Nebraska Diamond, Lincoln, NE

• “Best jeweler in Salt Lake City, three years in a row.” — Dave Fadel, Fadel Enterprises Llc, Bountiful, UT
• “Business of the year through our Chamber of Commerce.” — Brenda Newman, The Jewelry Source, El Segundo, CA
• “Honorable mention in INSTORE’s Cool Store contest.” — Lee Krombholz, Krombholz Vintage Jewelry, Montgomery, OH
• “Best of Lubbock Jewelry Store” — Joe Thacker, Thacker Jewelry, Lubbock, TX
• “Best Jeweler in our city – so many times. People feel better about shopping with you. It’s like getting a lot of five star Google reviews.” — Dorothy Vodicka, The Gem Collection, Tallahassee, FL
• “Best of the Beach (about 30X) Retail Alliance Virginia Retailer of the Year 2018 (we even have a signed letter from Senator Mark Warner)” — Jon Walp, Long Jewelers, Virginia Beach, VA
• “Always win most trusted in our area. It was a big deal but the newspapers have so little impact now, it’s insignificant unfortunately” — Christine Matlack, E.G. Landis Jewelers, Boyertown, PA
• “Businessman of the Year in recognition of outstanding service to the community and commitment to Rockland County, New York” — Barry Fixler, Barry’s Estate Jewelry, Bardonia, NY

NO 48%

• “I am too busy living, and really, no one cares. My husband has won design awards for a quarter of a century. Some folks in the industry know him, most regular folks never see the awards or what goes into them. Just has never been my thing. Keep your head down, and get to work.” — Jo G., Oconomowoc, WI
• “I don’t even try as many ‘best of’ are nothing more than cash grabs with little to no relevance to customers.” — David B., Calgary, Alberta, Canada

“Don’t really have time. A lot of the ‘Best Of’ awards seemed to be given to whoever does the most advertising with the magazine.” — Scott M., Jacksonville, MD

• “I got a notice that we were voted the best jewelry store in town, but no one actually dropped off a plaque or anything so who knows?” — Marc M., Midland, TX
• “I haven’t really done that much, nor do I spend any time promoting myself. A lot of awards seem to be based upon who you know rather than what you’ve done.” — Bill E., Terre Haute, IN
• “Seems to be egotistical” — Bob G., Zionsville, IN
• “We’re too busy!” — Gretchen S., Sherman Oaks, CA