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Here’s What Sold Best for Our Brain Squad in November

Lab-grown diamonds, gold and colored gemstones were popular.




gold necklace
Gems One 10K yellow gold diamond pendant,

Gems One basic diamond bands, stud earrings, hoop earrings and fashion diamond pendants. Gems One just has a lot of great choices. — Greg Tidwell, Bell Jewelers, Murfreesboro, TN

Top-selling jewelry brands in November

Stuller (6), Gabriel & Co. (3), Gems One (3), Ostbye (3), Vahan (3), Carla Corporation (2), Classic of New York (2), Nicole Barr (2), Rembrandt Charms (2), Sylvie (2)

*Brands mentioned by at least two of 121 respondents.

  • DA Gold bracelets. The flexible cuff style is so easy to put on and off, and their styles are classic. — Kate Shay, Scott & Co. Fine Jewelers, New Oxford, PA
  • November was my lead into the holiday season. This looks like it will be a lean year with more sales but at lower price points. In-house creations seem to be the route as people look for more sentimental items and less splashy ones. — James Doggett, Doggett Jewelry, Kingston, NH
  • Gabriel & Co. and Fana are in a close fight for bridal dominance. — Jon Walp, Long Jewelers, Virginia Beach, VA
  • IDD bands and basics were No. 1 last month for vendors. Being an in-house repair center brought in more customers than ever since we lost the only other jeweler in our area who did in-house repair! — Kyle Bullock, Bullock’s Jewelry, Roswell, NM
  • Midas Miami Cuban 14K yellow gold chains. — Brandy Pavlich, Kingston Fine Jewelry, Kingston, NY
  • Custom work, bracelets from Vahan and Gabriel & Co., bridal. — Kim Hatchell, Galloway & Moseley, Sumter, SC
  • ArtCarved bridal, Carla Corporation earrings, Rembrandt Charms and estate jewelry of every kind. — Eileen Eichhorn, Eichhorn Jewelry, Decatur, IN
  • Large lab-grown diamonds in custom engagement rings, eternity bands, pendants and earrings. — Laura Sipe, JC Sipe, Indianapolis, IN
  • Diamond engagement rings and semi-mounts by Uneek and Hearts on Fire. — Don Broyles, Calvin Broyles Jewelers, Hurricane, WV
  • The so-called “huggie” earring (small hinged hoops) did very well. With multiple ear piercings being somewhat popular, it made for multiple sales of same. — Alex Weil, Martin’s Jewelry, Torrance, CA
  • November was popular for Pandora, classics from Color Merchants/Brevani and Naledi bridal. Repair jobs continue to be busier than historical comparison. — Trevor Williams, Leitzel’s Jewelry, Myerstown, PA

Monthly SALES Survey

How Were Sales Last Month Compared to November 2021?

WAY UP 25% OR MORE: 13%
UP: 18%
SAME: 35%
DOWN: 20%

Total Brain Squad Responses: 165

  • Diamonds have been doing very well. Thanks to GN Diamond and Vardi Company. — Tommy Thobe, The Village Gem, Perry Hall, MD
  • Custom design and restyling before the holidays was our big winner. And lab-grown diamond studs from Quality Gold sold themselves. — Beth Cevasco, Scott’s Custom Jewelers, Dublin, OH
  • Permanent bracelets and Stuller diamonds. — Tim Sherrer, Lou’s Jewelry, Mobile, AL
  • Sylvie bridal, ELLE necklaces and lab-grown diamonds. — James Wolf, James Wolf Jewelers, Mason, OH
  • We’re seeing more action in nicer color. Mounting up all of our Tucson stones that have been accumulating over the years. — Bill Elliott, Ross Elliott Jewelers, Terre Haute, IN
  • We are beyond blessed that jewelry is selling well in colored gemstones and diamonds. We are selling a lot of diamond solitaires with ring guards from Allison-Kaufman. Colored gemstones are hot, particularly in rubies and sapphires! — Annette Kinzie, Leonard Jewelry, Stillwater, OK
  • Diamond bands by Nasbro were excellent, all jewelry by ShulaNY sells itself, and price point pieces by Alamea and Twinkles. — Rick Nichols, Nassau Jewelry, Fernandina Beach, FL

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. eyecare business serving the public, you’re invited to join the INVISION 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 eyecare professionals. 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



Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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