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Editor's Note

Here’s Why Your Best Business Move Could Be to Add Estate Jewelry

Antique and vintage jewelry live at the intersection of nostalgia and the unusual.



IT SEEMS THAT no matter the times we live in, nostalgia reigns supreme (after all, why else would TV execs revive “Night Court”?). At the same time, today’s jewelry consumers all want something unique and personal.

Antique and vintage jewelry intersect with these two impulses.

That’s why so many retailers have seen sales of estate jewelry surge over the last few years — and it’s also why we felt the time was right to devote a lead story to the topic. Estate jewelry is a strong category, but it takes an investment of time, money and thought to incorporate it into your product mix.


The first step is simply to let your marketplace know that you will buy their old jewelry. Our lead story describes how various store owners have made that happen (and why they did it in the first place). None of them were sorry they did. In fact, they all seem to be over the moon with how estate jewelry performs for their businesses.

Next, you’ve got to learn what’s unique about jewelry from various eras. The good news is that it can be fun, and it will leave you with a greater understanding of jewelry’s evolution. Our story points you to resources that can help.

If you’re looking for a way to grow your business in 2023, consider antique and vintage jewelry. Your clients will pay for jewelry from “the good old days.”

Now Introducing The INSTORE Show, Coming to the Chicago Area in 2023!

Trace Shelton

Editor-in-Chief, INSTORE


Five Smart Tips You’ll Find in This Issue

  • Observe customer-associate interactions from outside your windows to assess how well your salespeople communicate. (Manager’s To-Do, p. 26)
  • When purchasing jewelry off the street, have an agreement form ready and verify the seller’s identity. (The Big Story, p. 34)
  • Incentivize your team to wrap their vehicles in your store’s logo to turn them into “mobile billboards.” (Tip Sheet, p. 50)
  • Follow up with anyone who purchased an engagement ring in 2021 or 2022 and ask them to come back for the wedding bands. (Peter Hannes, p. 59)
  • In your email marketing, avoid spammy words and phrases such as “free,” “limited time offer,” ALL CAPS and dollar signs — they may trigger filters. (Ask INSTORE, p. 63)

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at



Wilkerson Testimonials

Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”

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