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Brain Squad Members Share Hot Jewelry Sellers for February

Pandora tops this month’s list.




Angelica bracelets by Royal Chain

Angelica bracelets by Royal Chain in recycled brass, with simulated  diamonds and gemstones. $25-35,

Angelica bracelets and gold chains are making a comeback … the layered look. It’s the ‘70s and ‘80s all over again! — Mark Kasuba, M. Edward Jewelers, Pittsfield, MA 

Top-Selling Jewelry
Brands in February

Pandora (5), Berco (4), Gabriel & Co. (4), Lafonn (4), Ostbye (4), Stuller (4), Rolex (3), ArtCarved (2), Carla (2), Classic of New York (2), Gemsone (2), Hearts on Fire (2), Kameleon (2), Quality Gold (2), Royal Chain (2), Simply Diamonds (2)

* Brands mentioned by at least two of 112 Brain Squad members when we asked what they would be reordering in March.

  • Belle Etoile has done very well for us lately. Their bold designs and self-purchase price point make it an easy choice for our customers! — Morgan Bartel, Susann’s Custom Jewelers, Corpus Christi, TX
  • Naledi bridal and Lashbrook men’s wedding bands. — John Hayes, Goodman’s Jewelers, Madison, WI
  • We had great success with Charriol. Their styling with the steel cable and accent colors made for some great Valentine’s gifts. They also had great backup with promotion materials. — Scott Kelly, Jems Jewels & Gold, North Wales, PA
  • Alex and Ani sales doubled. Pandora remains strong. Closed out a couple of lines at 50-75 percent off and that generated extra traffic. — Jeff Dennis, Jeff Dennis Jewelers, Gardendale, AL
  • In February, we sold many bench repairs! Folks seemed to be cleaning out their jewelry boxes and getting things fixed. One-of-a-kind, antique and vintage-inspired rings were the most popular purchases. — Jill Keith, Enchanted Jewelry, Danielson, CT
  • We got in some pieces from Royal Jewelry containing chocolate-colored diamonds, blue diamonds and black diamonds. We were surprised at how much people liked them and saw them as different for diamond jewelry. — Alex Weil, Martin’s Jewelry, Manhattan Beach, CA
  • Tucson bargains were unstoppable! Custom-made earrings in fine sapphire, garnet, precious topaz and morganite from BenKhoGems were a monster hit. Tahitian pearls strung with diamond clasps from Yen’s Jewelry — all went bye-bye! Happy jeweler dance! — Denise Oros, Linnea Jewelers, La Grange, IL
  • Imperial Pearl, great price points; sold almost all inventory from Christmas! New bridal from Ostybe. — Karen Fitzpatrick, Harris Jewelers, Rio Rancho, NM
  • Nothing in particular … but if I had been selling shovels, I could have made a killing! Too much snow! — Annette Evans, RD Allen Freeport Jewelers, Freeport, ME
  • We sold some nice bridal pieces and a good mix of designer jewelry. “Less is more” was the theme for our Valentine’s Day sales. We might have had fewer shoppers than before but bigger and better buyers. Damaso MartineZ seems to be a great fit for us this year. Their designs are flying out of here! — Marc Majors, Sam L. Majors, Midland, TX
  • No one item was hot. We distributed approximately 15,000 Valentine fliers from the Berco Company in Chicago by every door direct and had an excellent response mostly in the $199 and under price range, but we did make some sales from the flier at higher prices, too. — James Sickinger, Sickinger’s Jewelry, Lowell, IN

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



When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

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