At Ken Walker Jewelers in Gig Harbor, WA, the team went with a medical theme — “Diamond Doctors”. Says owner Stacy Friant, “We had a little fun with it. One guy didn’t catch that we were dressed up and asked me how I use the stethoscope with jewelry. I told him it was for when he heard about the new ring he is getting his wife for Christmas.”

INSTORE blogger and podcast host Barbara Palumbo always goes for it on Halloween. She’s renowned on jewelry social media for meticulously planned Halloween costuming in which her entire family expresses a single theme. In past years, the Palumbos dressed up as characters from Greek mythology, greasers, superheros, even the seasons (winter, spring, etcl), and the holidays (Christmas, Easter, etc). This year’s theme was 80s rock icons, and family members dressed up as Freddy Mercury, Madonna, and Prince — with Barbara as Joan Jett.

At America’s Coolest Stores honoree Balefire in Arvada, CO, owner Jamie Hollier says, “We were a coven of witches when handing out bracelets and rings during our community trick or treat.”

Diane Thielker might have been the only person who dressed up at Romm Diamonds in Brockton, MA, but she definitely made it work for her. “People did look at me funny,” says Diane. “But I made some great sales at Romm Diamonds. Dig my necklace and earrings … Boo!”