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Here’s What Sold Best for The Brain Squad in October

Lab-grown diamonds were listed by a majority of respondents.




Valina oval-cut crisscross two-tone and milgrain-beaded hidden halo diamond engagement ring with white and rose gold, $2,025 (center not included),

Valina … They are always willing to modify any of their designs to create the perfect ring for my customers. — Christine Graichen, Malloves Jewelers, Middletown, CT

  • We sold some beautiful Gems of Distinction from Rego Designs that gave us a record month! — Annette Kinzie, Leonard Jewelry, Stillwater, OK
Top-selling jewelry brands in October

Stuller (5), Allison-Kaufman (4), Fana (3), Gabriel & Co. (3), Sylvie (3), Quality Gold (2), Simon G. (2), Tacori (2)

*Brands mentioned by at least two of 109 respondents.

  • Rolex … because we finally have stock. — Warren Lagerloef, Betteridge Company, Westport, CT
  • Sylvie bridal with lab-grown diamonds. — Jim Wolf, James Wolf Jewelers, Mason, OH
  • Engagement rings that we set with our own gems. Semi-mount designers included Stuller Ever & Ever and Allison-Kaufman. The styles were popular sellers — classic designs such as solitaires and accented shanks — mostly in white gold with great price points due to the use of upgraded earth-mined diamonds, as well as lab-grown diamonds and moissanite. — Jill Keith, Enchanted Jewelry, Danielson, CT
  • JudeFrances — We hosted a trunk show with the new collection. For The Power to B we sold charity bracelets all month to support two local foundations. Tacori, Sylvie, Fana — Our steady bridal sellers. — Christina Baribault-Ortiz, Baribault Jewelers, Glastonbury, CT
  • Quality Gold, Stuller and always custom. — Loann Stokes, Stokes Jewelry, Stillwater, MN
  • We sold large lab-grown diamonds well. Simon G. bridal was strong, and their new fashion is wonderful. Classics from Veer are always being reordered! — Trevor Williams, Leitzel’s Jewelry, Myerstown, PA
  • Lab-grown diamonds continue to do really well with us. It’s a great way for customers to go larger in their center diamond while upgrading the setting and wedding bands. We’ve also been seeing an uptick in salt-and-pepper diamonds, too. — Becky Bettencourt, Blue River Diamonds, Peabody, MA
  • Allison-Kaufman: Nice products and decent price points. Repairs. Custom. — Cliff Yankovich, Chimera Design, Lowell, MI
  • As much as I hate to say it, lab-grown diamonds. — Rick Sanders, Sanders Jewelers, Gainesville, FL
  • A. Jaffe. We are a bridal store. This is our best line. Also, Fire and Ice Diamonds. We sold lots and had a single sale for $139,000. — Jim Carroll, Rogers Jewelry Co., Modesto, CA
  • Doing well with lab diamonds in bridal, but not so much in fashion, proving once again that I am poor at predicting trends. — Bill Elliott, Ross Elliott Jewelers, Terre Haute, IN

Monthly SALES Survey

How Were Sales Last Month Compared to October 2021?

WAY UP 25% OR MORE: 12%
UP: 26%
SAME: 33%
DOWN: 24%

Total Brain Squad Responses: 153

  • MIDAS Cuban chains for quality, and Vimco Diamond initials for price point. — Brandy Pavlich, Kingston Fine Jewelry, Kingston, NY
  • Custom lab-grown diamond jewelry including engagement rings were our best sellers. Parade Design is also a good line for us. — Laura Sipe, JC Sipe, Indianapolis, IN
  • Lashbrook wedding bands, Hearts On Fire diamond bands and custom-made engagement rings with colored gemstone centers. — David Blitt, Troy Shoppe Jewellers, Calgary, AB
  • Heera Moti gold and diamond bracelets. Vahan bracelets. Loose diamonds then set in engagement semi-mounts by Simon G. and Fana. Larger loose color set in custom jewelry. — Greg Tidwell, Bell Jewelers, Murfreesboro, TN

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



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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