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This Is the Biggest Change in How Stores Sell Jewelry

One answer captured nearly 40% of the vote.



FOR BIG SURVEY 2017, we asked this question: “What do you think has been the biggest change in the way jewelry is sold inside a store environment in the past 10 years?”

Nearly 40 percent of readers said that the biggest change in the way jewelry is sold inside a store environment in the past 10 years is the premium that customers place on receiving an “experience.” If you were to look at photos and features from INSTORE’s “America’s Coolest Stores” over the same time frame, you would see that notion

It’s not surprising to see an increase in custom demand voted as second-biggest change, followed by an increased use of technology and more informed customers (which seem to go hand-in-hand).

Below are the full results. Look out for all the results of the 2017 Big Survey in the October edition of INSTORE.

Increased importance of creating a customer “experience”




More customization



More informed consumers



Increased use of technology like iPads



Increased price transparency



More self-directed buying (play and try on)



Side-by- side selling



More event-based selling (trunk shows, etc.)






This article originally appeared in the October 2017 edition of INSTORE.

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The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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