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Hearts on Fire Takes Top Spot in Hot Brands for February




Lashbrook was a huge hit for us this month! We ordered 30 bands … wedding season must be around the corner. Erica Lorenz, Michael & Sons, Reno, NV

Authentic Gibeon meteorite ring with 14K rose gold edges by Lashbrook. $1767,

Top-Selling Jewelry Brands in February

Hearts on Fire (7), Gabriel & Co. (4), Lafonn (4), Rolex (4), ELLE (3), Berco (2), Cargo Hold (2), Carla (2), Gemsone (2), John Hardy (2), Lashbrook (2), Les Georgettes (2), Mariana (2), Quality Gold (2), Royal Chain (2), Stuller (2), Vahan (2), Victor Corp. (2)

* Brands mentioned by at least two of 130 Brain Squad members when asked what they would be reordering in March.

  • Mariana has been rocking in our store since we expanded the line. Karen Hollis, K. Hollis Jewelers, Batavia, IL
  • ELLE silver jewelry is new and hot. Diamond engagement rings from $5,000-15,000. Diamond studs and wedding bands did great for us. We were over $120,000 up from last year’s $350,000 month!!! Alan Perry, Perry’s Emporium, Wilmington, NC
  • We had a good month with Breitling! Earrings and wedding bands were the most popular category in the jewelry department. Stacking wedding bands continue to be hot!!! Marc Majors, Sam L. Majors, Midland, TX
  • Vahan bracelets and I already re-ordered. Maria Aguirre, Benold’s Jewelers, Austin, TX
  • Rubies. We’ve been selling more and more jewelry with rubies. Idar Bergseth, Idar, Victoria, BC
  • Diamond bands and fashion pendants. Colored stone rings and pendants. Simon G. and Gabriel & Co. did well for us. Donnie Blanton, Brittany’s Fine Jewelry, Gainesville, FL
  • No one brand stands out. However, better made round diamonds in the 2-carat-plus category sold well. Rex Solomon, Houston Jewelry, Houston, TX
  • February was a great month in bridal, as we sold several semi-mounts from Rego and then set them with larger, beautiful center diamonds. Valentine’s Day was also busy with diamond pendants and earrings! Annette Kinzie, Leonard Jewelry, Stillwater, OK
  • Lots of bold color! Linda McEathron, Design House, Waco, TX
  • Dancing diamonds (believe it or not) were once again strong with a price point of under $100. J. Dennis Petimezas, Watchmakers Diamonds & Jewelry, Johnstown, PA
  • Custom work, mostly, but also stacking rings are very big. Even when women come to redesign their wedding sets, they love the idea of stacking rings! Eve J. Alfille, Eve J. Alfille Gallery & Studio, Evanston, IL
  • Intuitions bracelets by Royal Chain Group sold well for Valentine’s Day. Also diamond earrings. Susan Kauffman, Black Dog Jewelers, Lewisburg, PA
  • Gabriel & Co. bridal is still hot! Lafonn, Imperial Pearl and Ronaldo continue to be some of our customers’ top picks! LaTisha Holland, Arlene’s Fine Jewelry, Vidalia, GA
  • Engagement rings, diamond studs, Les Georgettes. Christi Weaver, The Polished Edge, Liberty, MO

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.

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



Wilkerson Testimonials

When It’s Time for Something New, Call Wilkerson

Fifty-four years is a long time to stay in one place. So, when Cindy Skatell-Dacus, owner of Skatell’s Custom Jewelers in Greenville, SC decided to move on to life’s next adventure, she called Wilkerson. “I’d seen their ads in the trade magazines for years,’ she says, before hiring them to run her store’s GOB sale. It was such a great experience, Skatell-Dacus says it didn’t even seem like a sale was taking place. Does she have some advice for others thinking of a liquidation or GOB sale? Three words, she says: “Wilkerson. Wilkerson. Wilkerson.”

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Jewelry Pro Gear

A Magnetic Ring Builder, An Innovative Ring Remover and More Jewelry Pro Gear for September

This is the stuff you need for your store.




Diamond Detective

Lab-grown diamonds are all the buzz in the industry right now. Do you have the technology you need to tell lab-grown stones from natural gems? The Dia Screen X could be exactly what you need.


I Do, with Neil

Jewelry industry legend Neil Lane’s first book, Style Your Wedding With Neil Lane, hits shelves in early October. The gorgeous volume offers advice, encouragement, and inspiration on all things wedding, from developing an aesthetic to putting together the reception of your dreams.



Instant Attraction

Stuller’s new Magnetic Ring Builder gives customers the opportunity to experience custom design for themselves, thanks to the 800-plus mix-and-match possibilities that this interactive display system offers.


Can you even with this super cute Annalee clutch from Don Lucas? This fine white Italian leather bag is adorned with a gorgeous amber stone pendant. Custom stone color and cluster combinations available.


To the Rescue

The RingRescue Ring Remover set from Gesswein was designed by a team of doctors and engineers with one goal: to remove stuck rings from swollen fingers without a blade. This innovative device is easy to use and protects both ring and finger! You’ll be your customers’ hero.


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Brides Are Wearing This Red-Carpet-Inspired Diamond Jewelry, But It’s Not Rings

Hint: They’re often delicate and lacy.




THIS SEASON, BRIDES ARE taking their cue from the necklaces they saw on red carpets, particularly the elegant styles seen at Cannes Film Festival 2019. The standout diamond necklace hits a responsive cord among the wedding set. Delicate and lacy, often with a floral or celestial motif, these necklaces are striking without being overpowering, and they are versatile enough to shine on long after the big day has passed.


18K gold Star necklace with diamonds (8.46 TCW).




18K white gold Glow necklace set with diamonds (1.75 TCW).


Penny Preville

18K gold tiara necklace with diamonds (8.41 TCW).


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Tools and Services

The Gold Book from Royal Chain and More of This Month’s Service News

For true lovers of gold…




Worthy of Royalty

New from Royal Chain, The Gold Book 2019 is here to delight true lovers of gold. The collection offers a wide range of styles and price points, from edgy trend pieces to iconic classics and even men’s jewelry.

Congratulations, Madame President

The Contemporary Jewelry Design Group (CJDG) has announced that Judi Powers of Judi Powers Jewelry is the association’s new president. CJDG is a prominent national organization dedicated to the promotion of creative jewelry design and integrity and ethics in both business and design.

Flawless Clarity

The Diamond Producers Association has expanded its educational offerings to drive viewers to the DPA’s Total Clarity, an advocacy platform that shares beneficial information about the global diamond sector. Includes free social media assets, static images and video.

A Whirl of Pearls

The Cultured Pearl Association Of America’s 10th Annual International Pearl Design Competition (IPDC) is now open! Entries must be submitted by Oct. 4 and winners will be chosen on Nov. 1.

On the Shelf

Ritani’s new Virtual Shelf iPad app allows retailers to offer their customers access to an inventory of certified conflict-free diamonds and jewelry. Virtual Shelf can also be used to sell to other program partner retailers.

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