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Here Is August’s List of Top Selling Jewelry, According to Our Brain Squad

See what’s moving well for your fellow retailers as the holidays approach.

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Antares collection earrings in white and pink silver with moon beads from Officina Bernardi. $185, officinabernardi.com

We just filled a case with new Officina Bernardi! Their new pieces are sure to do fabulously for the holidays. Men are always attracted to the bright and shiny of their diamond cut silver pieces! — Mary Jo Chanski, Hannoush Jewelers, Rutland, VT

Top-Selling Jewelry Brands in August

Gabriel & Co. (7), Rolex (4), CrownRing (3), John Hardy (3), Lashbrook (3), Pandora (3), Stuller (3), Carla Corporation (2), Citizen (2), Hearts on Fire (2), Officina Bernardi (2), Roberto Coin (2), Vahan (2)

* Brands mentioned by at least two of 134 Brain Squad members when asked what they would be reordering in September.

  • Ever & Ever bridal and Red Box diamonds from Stuller have been a perfect match! — Traci Hill, Got Rocks, Harrisonburg, VA
  • Large diamonds from RDI and Olympian Diamonds. Repairs and custom kept the shop busy. Our newest addition of Color Merchants birthstone stud ramps have amped up the birthday purchases and multiple reorders! — Denise Oros, Linnea Jewelers, La Grange, IL
  • Hearts on Fire, John Hardy and Rolex. The biggest problem is getting more timepieces. — Tonia Ulsh, Mountz Jewelers, Camp Hill, PA
  • Crown Ring and Noam Carver [its sub-brand] were the hottest sellers for us this month. — Erica Lorenz, Michael & Sons, Reno, NV
  • Four-digit self purchases! The three- and two-digit purchases, however, have dropped off. “Trickle-down economics” is still just a sales pitch. — Steven Wardle, Forest Beach Design, Chatham, MA
  • Custom, anything bangle and anything bolo style. — Ryan “Jr.” Karp, Cornerstone Jewelry, Palos Park, IL
  • Estate jewelry, men’s sport/dive watches and services are all way up. — Jon Walp, Long Jewelers, Virginia Beach, VA
  • American Bead Collection, custom, colored gemstone jewelry (especially earrings). Studs continue to dominate. — Annette Evans, RD Allen Freeport Jewelers, Freeport, ME
  • We had another good month with Breitling! We sold a few nice pieces from Etho Maria, Elizabeth Locke and A. Link. Diamond classics have been hot in bridal and fashion, and we moved several incredible crystal pieces from Daum. — Marc Majors, Sam L. Majors, Midland, TX
  • Lisa Nik jewelry, which is a new brand for us, is doing great. People love her bold color. We are also doing very well with diamond fashion jewelry and with pretty birthstone jewelry. Freida Rothman is a great seller for us and so is Michou in the bridge jewelry category. They are also two great companies to work with. We see consistently nice results from Victorinox Swiss Army, too. — Andrea Riso, Talisman Collection, El Dorado Hills, CA
  • We had a Rosa Van Parys one-day event. We invited five of our top customers. It was one of the best events ever. We have never had an exclusive event without a big marketing campaign. — Georgena Kincaid, Gold Casters Fine Jewelry, Bloomington, IN
  • Our custom design sales were fantastic this month, and for S. Kashi  and Sons. Our A.R.Z stainless steel huggie earrings ($45-$55) also flew out the door. — Sandra Locken, Sarini Fine Jewellery, Vulcan, AB
  • Watch bands and watch batteries did very well in August. We have started stocking lab-created diamonds in both loose and mounted goods. Early sales indications are promising. — James Sickinger, Sickinger’s Jewelry, Lowell, IN
  • Mariana continues to rock out sales and make our customers look amazing. — Karen Hollis, K. Hollis Jewelers, Batavia, IL

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 76 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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As Christmas approaches, the queries you’ll hear from customers are actually pretty predictable, says jewelry store training expert Jimmy DeGroot. Here's how to make sure your team is prepared for the more common ones.

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Hot Sellers

Who Are the Hottest Brands of October, According to Our Brain Squad? See Them Here

Re-orders seem to be the trend in October’s hottest brands.

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Our new diamond baguette jewelry from Allison-Kaufman have been fast sellers in pendants, earrings, and rings! Annette Kinzie, Leonard Jewelry, Stillwater, OK

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  • John Hardy’s fall collections are doing very well. Hearts on Fire is great and diamonds are going strong! Tonia Ulsh, Mountz Jewelers, Camp Hill, PA
  • Most reordered item, believe it or not, were the glass nail files from Quality Gold! Jewelry items that pushed our sales up were engagement rings and loose diamonds. Mark Butler, K.E. Butler & Company Jewelers, Vidalia, GA
  • Repairs were the driving force for such a big up percent. This month compared to last year this time, repairs jumped 417 percent. I must be doing something right or was just lucky. Craig C. Curtis, Belfast Jewelry, Belfast, ME
  • Sterling silver and gemstone pendants from Jessa J., diamond solitaire necklaces and custom custom custom. Beth Cevasco, Scott’s Custom Jewelers, Fairlawn, OH
  • We’re getting holiday ready and re-ordering everything! Officina Bernardi, ELLE and our New England favorite, Tom Kruskal! Mary Jo Chanski, Hannoush Jewelers, Rutland, VT
  • Tiny gold simple diamond pendants for layering! Linda McEathron, Design House, Waco, TX
  • Stuller is perpetually popular, while vintage silver continues to perform above expectations. Custom, higher-tier pieces are on order for the holiday season as well as custom belt coins. James Doggett, Doggett Jewelry, Kingston, NH
  • Custom and remodeling are hot! Jo Goralski, The Jewelry Mechanic, Oconomowoc, WI
  • Most definitely Vahan! Ashton Yates-Woolley, Yates & Co. Jewelers, Modesto, CA
  • Wedding bands were on fire this month. With all the September through November hurricanes the past few years, December weddings are becoming a lot more frequent here in Florida! Kelly Doyle, Beverly’s Jewelers, Fort Lauderdale, FL
  • Rose gold anything! Our stainless steel huggie earrings from ARZ. Sandra Locken, Sarini Fine Jewellery, Vulcan, AB
  • Meira T (trendy price point items in the $300-$800 range). Dean Abell, Sarah Leonard Fine Jewelers, Los Angeles, CA
  • Lab-grown diamonds continue to be a great selling category for us. Morgan Bartel, Susann’s Custom Jewelers, Corpus Christi, TX
  • Custom diamond anniversary and wedding bands made good bank this month. Lika Behar, Reko, CrownRing and S. Kashi were necessary reorders for the upcoming season! Denise Oros, Linnea Jewelers, La Grange, IL
  • Stuller and Lafonn birthstone earrings and rings, Stuller silver pendant chains, Rembrandt Charms, repair findings, loose diamonds and made-to-order CounterSketch engagement and gemstone fashion rings! Jill Keith, Enchanted Jewelry, Danielson, CT
  • Fashion pendants, earrings and bracelets under $300. Diamond pendants under $1,500. Diamond engagement rings from $5,000-$10,000. John Karom, Abby’s Gold & Gems, Uniontown, PA
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Hot Sellers

Reader Picks for Hottest Brands and Jewelry of July

See what’s moving in our latest roundup of jewelry sales.

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Uno de 50 has been amazing for us! Women and men are both excited and are following us with our new pieces. — Karen Hollis, K. Hollis Jewelers, Batavia, IL

Top-Selling Jewelry Brands in June

Gabriel & Co. (8), Rolex (5), Citizen (3), Lafonn (3), Artistry (2), Carla Corporation (2), Lashbrook (2), Pandora (2), Quality Gold (2), Stuller (2), Vahan (2)

* Brands mentioned by at least two of 186 Brain Squad members when asked what they would be reordering in August.

  • Bridal sold very well for us, but it’s the sterling silver pieces under $200 that seem to fly off the shelf. — Andrew Russakoff, Russakoff Jewelers, Skowhegan, ME
  • Frederic Sage color, Artistry color and anniversary bands from Bassali made our July very sparkly! — Denise Oros, Linnea Jewelers, La Grange, IL
  • Our custom designs sold great in July, with most being set with unusual gemstones. We design in both gold and sterling silver to give price options, and necklaces were what sold the best! Annette Kinzie, Leonard Jewelry, Stillwater, OK
  • Pandora seems to be picking up again. I’ll be reordering some core diamond pieces, but I’m most excited for the way Bellarri has done! — Allison Leitzel-Williams, Leitzel’s Jewelry, Myerstown, PA
  • Michou was the hot seller, and we reorder her pieces often. — Valerie King, King Jewelers, Cohasset, MA
  • Loose diamonds were at the top, semi-mounts second and engagement rings third. Surprised to see that yellow gold chains were selling so well — over 23 chains for over $8,000! Diamond studs did very well also. — Alan Perry, Perry’s Emporium, Wilmington, NC
  • Silhouette charms in 14K or sterling bases on hand-cut silhouettes were very popular in July, maybe a fad, but their owners cherish them and will be adding to them as their families grow. It was also a good month for body jewelry. — James Doggett, Doggett Jewelry, Kingston, NH
  • Bridal was hot for the second month in a row! Can’t complain about that! We did lots of halos, bypass and freeform designs with “natural” diamonds and moissanite centers. — Elysia Demers, Barnhardt Jewelers, Spencer, NC
  • Bridal. And custom bridal at that. I’m not a big bridal store, but that category did well for us in July. We had a few other pops here and there of Elizabeth Locke, Breitling and Yossi Harari. But honestly, it was a little quiet as we would expect for the middle of summer. — Marc Majors, Sam L. Majors, Midland, TX
  • Sterling silver designs from Skosh, as well as custom restyling. So. Many. Halos. — Beth Cevasco, Scott’s Custom Jewelers, Fairlawn, OH
  • Lashbrook wedding bands, ArtCarved engagement rings, vintage jewelry. — Ashton Yates-Woolley, Yates & Co. Jewelers, Modesto, CA
  • Martha Seely pearl earrings were a great seller. We also did exceptionally well selling loose color stones from Michael Couch Associates (MCA). — Andrea Riso, Talisman Collection, El Dorado Hills, CA
  • We are a design house. Our designs sell best. La Vie and Romance by Kim International sold well. The emphasis was on their custom program. — Kas Jacquot, Kas A Designs, Jefferson City, MO
  • Gabriel engagement rings were definitely rocking it in July (pun intended). Diamond tracer bands in the $1,000 -$1,500 range were hot sellers. Frederic Duclos and Triton wedding bands also had high sales numbers. — Shari Altman, B&E Jewelers & Gemologists, Southampton, PA
  • We have had an uptick in interest to trade up diamonds. John Hardy has been great with the newest collections. The demand for Rolex continues. — Tonia Ulsh, Mountz Jewelers, Camp Hill, PA
  • Silver from Quality Gold and Classic of New York, bridal by Victor Corp., loose diamonds and semi mounts. We stockpile closeout earrings from Quality Gold and do a two-week sale. It is good for impulse purchases by repair customers. — Rosanne Kroen, Rosanne’s Diamonds & Gold, South Bend, IN

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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Hot Sellers

Hearts on Fire Grabs the Top Spot, and More Hot Sellers for May

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The bridal market is great. The brides have come back to the basics with Imperial Pearl strands in traditional white and colors. Yes, pearls are back for brides. Diamond dangle earrings from Shy Creation. The groom is loving the personalized designs of Lashbrook wedding bands. Pearls, diamonds and big happy smiles. Scott Kelly, Jems Jewels & Gold, North Wales, PA

Top-Selling Jewelry Brands in June

Hearts on Fire (5), Rolex (5), Stuller (4), John Hardy (3), Les Georgettes (3), Pandora (3), Forevermark (2), Gabriel & Co. (2), Imperial Pearl (2), Lafonn (2)

* Brands mentioned by at least two of 126 Brain Squad members when asked what they would be reordering in June.

  • Alexandrite and pearls for those June birthdays seemed to be more popular than normal. We’ll be reordering some fast-selling wooden JORD watches as well. — Allison Leitzel-Williams, Leitzel’s Jewelry, Myerstown, PA
  • Everything. Forevermark remains a wonderful partner, with its Tribute collection very successful. Diamond earrings are always a staple, along with more palatably priced sterling silver and diamond. — David Mazer, Marks Jewelers, Montgomeryville, PA
  • Southern Gates by Cargo Hold sold well as did custom jewelry mountings. We ended up designing a boatload of mountings for diamonds and colored stones people had lying around. — Elysia Demers, Barnhardt Jewelers, Spencer, NC
  • People are coming back to buy new leather inserts for their Les Georgettes cuff bracelets! And wedding bands  – Benchmark for the boys, custom jobs for the girls. — Mary Jo Chanski, Hannoush Jewelers, Rutland, VT
  • Retro estate rings, diamond initial jewelry, diamond earrings, John Hardy, Rebecca, Alor. — Jill Hornik, Jae’s Jewelers, Coral Gables, FL
  • May was the month for turquoise. From big irregular cabs of sky-blue spider web material in bezels and linked, forming a necklace; to a business card-sized piece with a dark matrix in a gold two-finger ring, impractical but attention-grabbing. All from material I cherry-picked years ago in Tucson. — James Doggett, Doggett Jewelry, Kingston, NH
  • We did well with Yossi Harari and Elizabeth Locke. Pearls were also very hot! — Marc Majors, Sam L. Majors, Midland, TX
  • We are reordering yellow gold fashion jewelry with color and diamonds. We do well with Mazza and Coge Design Group. — Meg Rankin, J. Rankin Jewellers, Edmonds, WA
  • Tom Kruskal has been hot for us. — Gabi Mecherkany, Bernard Jewelers, Tewksbury, MA
  • Our bridal sales in pear shape and marquise shape diamonds were very good for May, with white gold and diamond accents still the popular choice! — Annette Kinzie, Leonard Jewelry, Stillwater, OK
  • Any type of jewelry with a message or jewelry with healing gemstones. — Kate Mancini, Versant Fine Jewelry, Bethelhem, PA
  • We have shifted multiple showcases to our own custom designs and they are selling wonderfully! They have started conversations and led to more custom design. — Linda McEathron, Design House, Waco, TX

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.

Continue Reading

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