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Here Was The Best-Selling Jewelry in April, According To The INSTORE Brain Squad

Custom design and pearl jewelry led the way.




Here Was The Best-Selling Jewelry in April, According To The INSTORE Brain Squad
14K white gold diamond semi-mount (0.083 TCW) accented by a diamond wedding band (0.05 TCW), $1,447 (center stone not included),

Rego Designs. We have carried the line for about 12 months and it is starting to move. Great customer service at Rego — Josh is the road warrior, and Tammy at the factory just helped me get a nice custom sale of rings and earrings. — Cliff Yankovich, Chimera Design, Lowell, MI

Top-selling vision brands in April

Gabriel & Co. (5), Hearts On Fire (5), Lafonn (5), Pandora (5), Rolex (5), Stuller (5), Allison-Kaufman (3), Frederic Duclos (3), Keith Jack (3), ArtCarved (2), Cargo Hold (2), Citizen (2), CrownRing (2), Doves By Doron Paloma (2), E.L. Designs (2), Forevermark (2), Frederic Sage (2), Kit Heath (2), Martin Flyer (2), Pure Grown Diamonds (2), Quality Gold (2), Sylvie Collection (2), Tacori (2), Wilkerson (2)

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

  • Sylvie Collection bridal always does well. Stuller’s 302 line and Southern Gates by Cargo Hold were also good sellers, as well as custom. Lots of custom!! — Doreen Vashlishan, Werkheiser Jewelers, Bethlehem, PA
  • We went from a horrible winter and little work, to holy cats! Custom work by the barrel full! — Jo Goralski, The Jewelry Mechanic, Oconomowoc, WI
  • Engagement rings, prong-set wedding bands — can’t keep in stock. Diamond fashion necklaces — moon and stars are hot. — Alison Sophy, Sophy Jewelers, St. Clair, PA
  • Lab-grown diamonds are super hot in custom engagement rings or simple solitaires. — Beth Cevasco, Scott’s Custom Jewelers, Fairlawn, OH
  • Yellow gold link style chains did well. Everything from thinner pendant style chain worn plain to heavier polished men’s styles. It seems the gold price has not dissuaded buyers, and we are hoping that leads to yellow gold bracelet sales as well. — Alex Weil, Martin’s Jewelry, Torrance, CA
  • Lots of custom women’s wedding bands. The men just want the plain ones. — Steven Wardle, Forest Beach Design, Chatham, MA
  • In-house custom wedding bands, gift priced jewelry under $250 and alternative engagement rings under $2,500. — Betsy Barron, Love & Luxe, San Francisco, CA
  • While diamonds are the birthstone for April, and they were popular, pearls continued to lead in sales. Also popular were Native American pieces in sterling and turquoise, which is highly unusual for this time of year. — Jim Doggett, Doggett Jewelry, Kingston, NH
  • We just reordered a large selection of Gabriel & Co. engagement mountings. Frederic Duclos sold exceptionally well in April; we placed a large reorder. Yellow gold wedding rings are selling again — we sold a record amount last month — so glad our customers are going back to precious metals! — Marc Altman, B & E Jewelers, Southampton, PA
  • Silver sold well, will reorder from Classic of New York and Berco. — Rosanne Kroen, Rosanne’s Diamonds & Gold, South Bend, IN
  • We have been blowing through Alpha lab-grown diamonds from Gemsone. Reordered them twice last month and we’re getting key! — Robert Mullen, Mullen Bros. Jewelers, Swanswa, MA
  • Frederic Duclos earrings sold really well! Gents Citizen Eco-Drive watches also did really well. — Paul Krueger, Krueger Jeweler, Fort Atkinson, WI
  • Mariana is rocking for matching up spring colors and for confirmation and communions this month. — Karen Hollis, K. Hollis Jewelers, Batavia, IL
  • Our ZAYA Moissanite brand of stones are selling really well. Hot shapes right now are elongated cushions, ovals, and rounds (as always). Three stone rings are seriously flying out the door. Many people are slowly transitioning over to 14K yellow and two-tone from all white metals. — Jen Hollywood, J Hollywood Designs, Chester Springs, PA
  • Les Georgettes new spring and summer colored leather inserts! Diamond stacker rings, too! — Mary Jo Chanski, Hannoush Jewelers, Rutland, VT
  • Three diamond tennis bracelets in three days, that is new. — Carrie Plott, Gloria’s Jewelry, St. Paul, MN
  • We have been doing very well with Sylvie Collection engagement rings — the style and craftsmanship is great! — Allison Leitzel-Williams, Leitzel’s Jewelry, Myerstown, PA

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 [email protected].



Time to Do What You've Always Wanted? Time to Call Wilkerson.

It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”

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