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These Were the Top-Selling Jewelry Brands of November, According to Our Brain Squad Survey Group

These products have been flying out of the cases.




18K white gold and diamond Birks Snowflake round jacket earrings (0.67 TCW), $2,995,

We recently introduced the Birks line of jewelry and it’s selling like hotcakes! Constantly reordering and our clients love that it’s a Canadian brand! Rhonda Neary, Diamond Design, St. John’s, NL

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Top-Selling Jewelry Brands in November

Gabriel & Co. (5), Hearts On Fire (5), Berco (3), Rolex (3), ASHI (2), Breitling (2), Cargo Hold (2), Carla (2), Citizen (2), Frederic Duclos (2), Lashbrook (2), Maple Leaf Diamonds (2), Midas Chain (2), Pandora (2), Quality Gold (2), Roberto Coin (2), Royal Chain (2), The Victor Corporation (2)

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

  • Not much reordering now; we need to sell. We will reorder Roberto Coin, Rolex, Panerai, Breitling and other brand names after the first of the year. We will increase/replenish our loose diamond inventory as well. Steven B. Goldfarb, Alvin Goldfarb Jeweler, Bellevue, WA
  • Engagement rings, custom jobs and remounts are currently our entire business! All other departments fell off in late August. Mark Snyder, Snyder Jewelers, Weymouth, MA
  • Gold and silver items by Midas Chain, Aspire by Berco and ASHI. Sue Parker, Nyman Jewelers, Excanaba, MI
  • Repairs and custom were serious bread and butter, but a new staple on the table was gold wedding rings, followed closely by custom engagement rings and fancy shaped diamonds. Great month leading into December. Denise Oros, Linnea Jewelers, La Grange, IL
  • The Stuller catalog saw a lot of perusal; glad I kept last year’s for folks to browse … custom engagement rings were popular as well as a range of Christmas orders in which opal seems to be leading the pack. James Doggett, Doggett Jewelry, Kingston, NH
  • Karat gold yellow jewelry … earrings, chokers, basic chains. Yellow is back this season! David Abrams, Grand Jewelers, Rancho Cucamonga, CA
  • More big sales than little sales. The small spenders are staying home. Steven Wardle, Forest Beach Design, Chatham, MA
  • Angelica by Royal Chain and Benchmark wedding bands were hot. Donald Killelea, Killelea Jewelers, Midlothian, IL
  • Fine colored stone jewelry in the $2,500-$6,000 price range. Gabriel & Co. fashion jewelry, Hearts on Fire diamond bands. Dorothy Vodicka, The Gem Collection, Tallahassee, FL
  • Bold color is selling well. Rose gold and yellow gold are on the upswing, but still don’t hold their own in comparison to white gold. Andrea Riso, Talisman Collection, El Dorado Hills, CA
  • Diamonds! At the beginning of November, we sold our biggest diamond to date: a 2.02-carat VVS1 E oval. But by mid-month, we had another client in for something bigger and we broke our own record with a 2.63-carat SI2 H emerald-cut. Not sure what’s in the water, but more please! Jennifer Farnes, Revolution Jewelry Works, Colorado Springs, CO
  • Midas Chain and Carla gold earrings, silver by Dobbs Boston and special orders. David Swanson, Swanson Jewelers, Arlington, MA
  • We are consistently ordering Gabriel & Co. engagement rings for stock and special orders. Also, Shy Creation — we cannot seem to keep enough merchandise in stock. Our younger clientele loves it! Marc Altman, B & E Jewelers, Southampton, PA
  • We sold several pieces of Elizabeth Locke! We also had a nice month with Breitling. Then it was pretty sporadic as far as other jewelry sales go. We also sold some nice gift items in Lalique and Deakin & Francis. Marc Majors, Sam L. Majors, Midland, 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.

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

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Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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