Earrings: 32 Retailers Share Their Sales Secrets

THERE’S A REASON earrings are the go-to self-purchase. They always fit, they don’t require a ring size or a chain-length guess, and they’re an easy yes at almost any price point. But that doesn’t mean they sell themselves. From display strategy to social media to the simple power of putting a pair in a customer’s hands, here’s how 32 Brain Squad retailers approach the category.

• “Earrings are our hottest category for gifts and self-purchases. Hoops in all sizes are performing the best — they’re a staple in the jewelry wardrobe. We market them on Instagram by calling it the earring game. ‘How’s your earring game?’ is the question we ask. With most women having multiple piercings, it’s a great way to rack up add-on sales. We merchandise all hoops together, studs together and super trendy pieces in another spot. I also bring in a professional piercer on occasion to get the ladies to add more holes — so they want more earrings!” — Elizabeth S., San Diego, CA
• “Earrings are one of our best spur-of-the-moment self-purchases! It’s easy to get a woman to try some on. Just bring over the mirror as you invite her. She will usually try two or three more pairs once she gets started, so take out a couple besides the ones she first noticed.” — Nancy & Pierre P., Swansea, MA
• “Earrings are the easiest thing to sell because it is one of the few things a woman will buy for herself — you just have to have things no one else has, otherwise it’s a price-point market. We specialize in color gem earrings, 90% on leverbacks.” — Jo G., Oconomowoc, WI
• “It constantly surprises me that many people come in asking, ‘Where are your earrings?’ In my mind it makes no sense to put all the earrings in one place; it makes more sense to have them with their matching sets and collections. However, since so many people ask that question, perhaps it’s time to listen and have a dedicated earrings case. Even if it’s just a place to start.” — Casey G., Orleans, MA

“Getting our staff to wear the interesting earring designs really helps to sell them.” — Brenda N., El Segundo, CA

• “Statement earrings are especially relevant in the coming warm months, as many women wear their hair up. Also, if you have long, dark hair — like I do — you must wear bolder earrings so that they show up, otherwise they get lost!” — Angela C., Atascadero, CA
• “So many of our clients have multiple piercings and stack their earrings. So we started using the Stuller display #61-1682 to show how you can layer the different earring styles.” — Dianna R., Lafayette, LA
• “My favorite is to have them on a display you can easily pull out to show customers. Handing them your favorite earrings or holding them up to a customer’s ear shows how fabulous they are.” — Karen H., Batavia, IL
• “To sell them — gotta get them on the customer. To market them — have to be able to see the full styling. Display depends on the earring. P.S. I hate flat backs.” — Krystal S., Plymouth, MI

• “State that you only carry nickel-free sterling, gold and gold-filled. Won’t cause allergies.” — Monica L., Fond du Lac, WI
• “Earrings are always popular — most women wear a pair every day. We always encourage ladies to try them on, as it allows them to see, feel and embrace the styling.” — Annette K., Stillwater, OK
• “You must show a large collection. They’re like shoes — a self-purchased item. Most will buy more than one pair!” — Eileen E., Decatur, IN
• “Earrings of all types sell well. They don’t need to be sized like a ring, or guessed at like a chain length. They’re popular for women to buy for themselves. We use models wearing our earrings on social media to help show the scale.” — Megan C., Poulsbo, WA
• “Of course studs will always be the best seller. Remember when they were all four-prong and three-prong came along and took over? Well, at our store we now have the two-prong for a fresh new look on the stud earring — it’s in our Fire and Ice collection. Otherwise, huggy styles have dominated the past few seasons.” — Jim C., Modesto, CA
• “Use strange things to get attention. Bunch up a polishing cloth and put a sterling fork on it with a ring on the tines. Use a box from fancy chocolates with ring forms cut to fit the openings. Put a fancy white tea cup in the case with some shepherd hook earrings hanging from the rim inside! Bring in some “strange” objects to get attention.” — Stacey H., Lincolnwood, IL
• “Diamond stud earrings continue to be a strong category. Keep the ramps full with best sellers and display them with the largest at the top of the ramp.” — James M., Bedford, VA

“Merchandise earrings on beautiful displays or beautiful women.” — Barry F., Bardonia, NY

• “We sell a lot of inexpensive fashion earrings from Ania Haie. Hoops are always a staple.” — Sue P., Escanaba, MI
• “This year we were short on earrings and they were selling. I don’t use the horseshoe-and-pin styles, so finding good styles is limiting — but I never get complaints about lost earrings. The one thing I notice is that you need a good selection to sell any. At least 40 to 50 pairs, in gold only.” — David B., Calgary, AB
• “We always have a large selection. Gold has definitely slumped in sales — silver is fun and on fire.” — Amanda L., Steinbach, MB

• “It’s not just younger ladies. Even my more ‘mature’ customers are looking at fun, dangly gemstone bead earrings.” — Janne E., Cocoa, FL
• “Lots of people looking for and asking for flat back earrings in gold.” — Loann S., Stillwater, MN
• “We struggle with earrings unless it’s lab grown studs. Bigger earrings are almost a nonstarter for us.” — Cole R., Bradenton, FL
• “Stick with classic styles. Color over clarity — GH SI2 has been the sweet spot. Prices under $5K have done the best.” — Arron J., Waynesville, NC
• “Huggies are popular since their mechanisms are safer to wear.” — Drue S., Albany, NY
• “Hoop earrings and lab diamond studs are our best sellers.” — James S., Lowell, IN
• “Studs are the easiest sell because they are classic. We’ve tried advertising single studs, unique styles and diamond ear climbers — and we can’t seem to sell them. Customers in our area just want basics.” — Becky B., Peabody, MA
• “Gemstone and diamond earrings are fine. Basic gold? We’ve quit on those due to pricing.” — Don U., Wethersfield, CT
• “Earrings can be one of the most personal adornments. Make sure the customer feels that the earrings are making a unique impression.” — Laura P., St. Robert, MO
• “We have a revolving unit by our register with small and medium hoop earrings and that helps sell a lot.” — Shannon P., Altus, OK
• “You’ve got to get them on the customer.” — Marc M., Midland, TX
• “The trend has been plain gold hoops, thicker or even teardrop-shaped. Most of them are hollow due to weighing down the ear and the price of gold. Popular? Yes. Profitable? Depends on your business model. If you have a large store and can sell volume or you sell online, sure. If you’re a smaller operation it doesn’t make sense to sell these sort of items. Lab-grown diamond studs, – larger hoops and huggies – Every woman should have these in their drawer!” — Jeremy A., Los Angeles, CA