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Gabriel & Co., Stuller Led Top Brain Squad Sellers for April

Read about the jewelry that sold best in April, according to our survey respondents.




Oris Aquis Date 36.5mm mother of pearl dial featuring lumiscent hands and hour markers, automatic movement, water resistance to 300 meters, and rubber strap, $2,350,

Memoire diamond bands (wedding, engagement, anniversary). Bigger diamond stud earrings from Kwiat. Great month for Oris watches. — Steven B. Goldfarb, Alvin Goldfarb Jeweler, Bellevue, WA

Top-selling jewelry brands in April

Gabriel & Co. (5), Stuller (5), Heera Moti (4), Allison-Kaufman (3), Hearts on Fire (3), Alamea (2), Fana (2), Lashbrook (2), Ostbye (2), Quality Gold (2), Rembrandt Charms (2), Rolex (2), Royal Jewelry (2), Sylvie (2)

*Brands mentioned by at least two of 122 respondents.

  • We have seen a turn in engagement ring sales to mined again. Since March of 2020, lab interest and sales have steadily increased until April of 2023. Last month was the first month where we’ve had more clients ask for mined and buy mined even when presented with both options. — Heather Wahl, R.C. Wahl Jewelers, Des Plaines, IL
  • Adwar Casting has been a big hit. They are friendly and have a huge selection of mountings!! — Tommy Thobe, The Village Gem, Perry Hall, MD
  • In-house custom continues to be our top seller. Outside of bridal, gold and diamond fashion from Gabriel & Co. and diamond basics (studs, tennis bracelets, hoops). — John Thomas Mead, John Thomas Jewelers, Albuquerque, NM
  • ArtCarved bridal, Rembrandt Charms, Carla earrings, anything estate jewelry. — Eileen Eichhorn, Eichhorn Jewelry, Decatur, IN
  • In April, lab-grown diamonds from Teva Diamonds and diamond semi-mountings from Fana were our top sellers. — Beth Greene, Conti Jewelers, Binghamton, NY
  • Lab-grown diamonds, custom, Pandora. — Laurie Langdon-Gerber, Elisa Ilana Jewelry, Omaha, NE
  • Revelation lab-created diamonds. Diamond bands from Ostbye. — Brenda Hefner, Oz’s Jewelers, Hickory, NC
  • Bridal: Hearts on Fire, plus oval and pear shape diamonds are hot! Pearl jewelry, lots of custom. — Kim Hatchell, Galloway & Moseley, Sumter, SC
  • Custom engagement rings. Junghans watches — super hot. Yellow gold earrings — on-point trend. — Elizabeth Saba, Presley Co. Fine Jewelers, San Diego, CA
  • Color by Royal Jewelry. Has grown steadily over the last couple of years by providing saleable price points. — Bill Elliott, Ross Elliott Jewelers, Terre Haute, IN
  • Chains. Especially for young men. They are becoming accessory conscious, especially seeing their sports heroes sporting various types of jewelry. — Rebecca Larson, Barry Peterson Jewelers, Ketchum, ID

Monthly SALES Survey

How Were Sales Last Month Compared to April 2022?

WAY UP 25% OR MORE: 14%
UP: 26%
SAME: 19%
DOWN: 29%

Total Brain Squad Responses: 161

  • We’ve been doing well with emeralds and turquoise, pink tourmaline and diamonds. As usual, our best sellers are pieces we make in house, Pascale Monvoisin, Gigi Clozeau, and dainty pavé diamond pieces. — Laura Kitsos, Gem Jewelry Boutique, Oak Park, IL
  • Custom wedding bands from Lashbrook, semi-mounts from Sylvie, and automatic Seiko watches. — Trevor Williams, Leitzel’s Jewelry, Myerstown, PA
  • We had a nice month with diamond necklaces from A. Link and some really nice crystal pieces from Daum. Other than that, it was pretty random. — Marcus Majors, Sam L. Majors, Midland, TX
  • Overnight Mountings, Midas Chain, colored gemstone rings and almost any diamond wedding band under $800. — David Blitt, Troy Shoppe Jewellers, Calgary, AB
  • Citizen watches, Simply Diamonds and Heera Moti. — LaTisha Holland, Arlene’s Fine Jewelry, Vidalia, GA
  • Engagement rings with lab-grown centers and custom semi-mounts, most with natural diamonds. It seems customers are saving so much on the centers that they are willing to splurge on the settings. — Becky Bettencourt, Blue River Diamonds, Peabody, MA

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.



This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

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