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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.




Here Is August’s List of Top Selling Jewelry, According to Our Brain Squad
Antares collection earrings in white and pink silver with moon beads from Officina Bernardi. $185,

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 80 international journalism awards for its publication and website. Contact INSTORE's editors at



When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

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