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Here’s What Was Selling Well Before The Pandemic

Our Brain Squad shares their best-sellers from March.




Here’s What Was Selling Well Before The Pandemic
14K white and rose gold round diamond twisted engagement ring (0.36 TCW), $2,075 (center stone not included),

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.

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.



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