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Here’s What Was Selling Well Before The Pandemic

Our Brain Squad shares their best-sellers from March.

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14K white and rose gold round diamond twisted engagement ring (0.36 TCW), $2,075 (center stone not included), gabrielny.com

We were open for only two weeks in March, but we did well with Gabriel & Co. engagement ring mountings. They have a fabulous website, which is a big help! — Shari Altman, B&E Jewelers, Southampton, PA

Top-selling jewelry brands in March

Rolex (6), Gabriel & Co. (5), Stuller (5), John Hardy (4), Allison-Kaufman (3), Hearts On Fire (3), ASHI (2), Benchmark (2), Gemsone (2), Lafonn (2), Ostbye (2), Pandora (2), RDI Diamonds (2), Sylvie Collection (2), Vahan (2)

* Brands mentioned by at least 2 of 134 Brain Squad members.

  • Rolex, Hearts On Fire and John Hardy. We also continued to sell engagement and wedding bands. — Tonia Ulsh, Mountz Jewelers, Camp Hill, PA
  • Lafonn, Carla Corporation, Officina Bernardi, kids and adult earrings, and a lot of recreating clients’ jewelry. They are selling well because they are priced right and great gifts. — Stacey S. Sachs, Solomon’s Fine Jewelry & Watch, Albertson, NY
  • Frieda Rothman, Allison-Kaufman. The engagement rings were sure flying off the shelf; apparently this virus incites people to get married? — Kelli Reinbold, Vernon Jewelers, Salina, KS
  • Fana bridal, loose diamonds, Gemsone stack bands and color jewelry, Pandora for units sold. — Greg Tidwell, Bell Jewelers, Murfreesboro, TN
  • Nicole Barr, fresh bright look for a reasonable price. — Todd R. Tinder, Tinder’s Jewelry, Bowling Green, VA
  • Stuller CounterSketch engagement rings and remounts; rough diamonds and AAA gems from Stuller; fancy-shape diamonds from RDI Diamonds (oval and marquise). — Jill Keith, Enchanted Jewelry, Danielson, CT
  • Wedding bands from A.Jaffe, wedding bands from Benchmark, Rolex watches. — Scott Wickam, Goldsmith Gallery Jewelers, Billings, MT
  • Diamond bridal was fabulous the beginning of March, allowing us to sell some great diamonds, semi-mounts, and also design some custom! — Annette Kinzie, Leonard Jewelry, Stillwater, OK
  • Les Georgettes, ASHI, Allison-Kaufman, just great-looking jewelry that sells itself!! — Karen Fitzpatrick, Harris Jewelers, Rio Rancho, NM
  • Custom, repairs, local gems and artists. KIt Heath because the brand is consistently fresh and the price points fit every need. — Annette Evans, RD Allen Freeport Jewelers, Freeport, ME
  • Rolex continued to be our strongest performer, and we also did very well with a John Hardy VIP event featuring one-of-a-kinds from their Cinta collection about a week before the craziness started. — Sean Dunn, J.R. Dunn Jewelers, Lighthouse Point, FL
  • We sold a few Breitlings, an engagement ring or two, some Monica Rich Kosann and a nice ruby and diamond pendant. But I would say that the winner was crystal. I moved several pieces of Daum, Kosta Boda and a stunning Lalique vase. Not sure what’s in store for April, but all I can do is be here to find out. — Marc Majors, Sam L. Majors, Midland, TX
  • Custom-made engagement rings, Southern Gates by Cargo Hold, Rhythm Of Love by Gemsone. — Bill Warren, The Gold Mine, Hudson, NC
  • Nautical by Alamea, custom ancient coin jewelry, custom Amelia Island jewelry, and repairs. — Rick Nichols, Nassau Jewelry, Fernandina Beach, FL
  • Hearts On Fire and a couple higher-priced engagement rings. Self-purchases were important. — Richard Frank, Goldstein’s, Mobile, AL
  • Karat gold, if you can believe that!! — Craig C. Curtis, Belfast Jewelry, Belfast, ME
  • I do not have any one top seller, but I can say that we were on track to have a great March until the governor of Indiana closed down all non-essential businesses due to the COVID-19 virus. The governor considers a retail jewelry store as a non-essential business, but to me, it is very essential — it is my livelihood. — James Sickinger, Sickinger’s Jewelry, Lowell, IN

NOTE FROM THE EDITOR: This survey was conducted on March 31, and most of our respondents’ stores had already been closed for 2-3 weeks due to the pandemic.

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For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

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