(PRESS RELEASE) ROSEMONT, IL — Jewelers know the truth: the holidays don’t just sneak up, they come screaming in. That’s why The INSTORE Jewelry Show (Sept. 27-29, 2025, Donald E. Stephens Convention Center) is laser-focused on one thing — giving you every tool you need to crush Q4.
Registration is still open, and the program is a monster: a free pre-show education day on Saturday, followed by two days of sessions, shopping, and networking that speak directly to the problems you’ll face between now and New Year’s Eve. Traffic, events, advertising, displays, content — if it makes a difference this holiday season, it’s in the program.
“We didn’t build another trade show. We built a holiday survival kit,” says Trace Shelton, Editor-in-Chief of INSTORE. “Every single session was picked because it solves a problem you’ll run into between now and December 31. Not someday. Right now.”
A Few Don’t-Miss Sessions
- Luxury Holiday Selling, Without the Hollywood Budget — Shane Decker, 8:30 AM Sunday. The guy who sold 100+ one-carat diamonds three years in a row is going to show you how to deliver experiences that stick.
- Selling Phenomenal Gemstones (GIA) — Moonstone, opal, alexandrite … and how to explain why they’re worth the premium. Saturday, 10:00 AM.
- Holiday Decor + Display Contest — Lyn Falk and Larry Johnson bring the strategies, then jewelers duke it out in a 15-minute showcase contest. Saturday, 3:30 PM.
- Secrets of America’s Coolest Stores — Ylang 23’s Alysa Teichman and Takohl’s Tammy Kohl spill the secrets. Sunday, 3:00 PM.
- Holiday Event Playbook — Proven, traffic-driving ideas from Amber Gustafson, Chae Carter, and Tammy Kohl. Saturday, 1:30 PM.
- Driving Holiday Traffic With Social Media — Real jewelers, real numbers, zero fluff. Saturday, 2:30 PM.
- Jewelry Photography That Sleighs — Jen Parker shows you how to make your pieces sparkle online. Saturday, 8:30 AM.
- Holiday Video That Works — Drew Wooton on why authenticity beats polish. Saturday, 10:00 AM.
- Tariffs, Gold Prices and Inflation: What Can Retailers Do to Adjust for the Holidays? — Trace Shelton moderates Jennifer Heebner, Kyle Bullock and Jimmy DeGroot in a panel on how economic pressures are reshaping jewelry retail. Saturday, 11:00 AM
First-Ever Social Media Content Station
No other jewelry show has done this. Book 30 minutes with Drew Wooton (video) or Jen Parker (photography) on Sunday and Monday, and walk out with social media posts ready to publish plus the skills to keep producing them. Space is tight — reserve your slot here: instoremag.com/instore-jewelry-show-social-content-station.
Why This Weekend Matters
Yes, it’s about education. But it’s also your last chance to stock up on inventory before the rush, meet suppliers who understand your business, and connect with peers who get it. If networking’s your thing, don’t miss our Sunday night Happy Hour right on the show floor, followed by an after-hours mixer at Fat Rosie’s, where the first 50 retailers get a free drink.
“Every independent jeweler knows the holidays can make or break their year,” says Matthijs Braakman, CEO of SmartWork Media. “This show was designed to tip the scales in your favor. The timing is right, the education is practical, and the relationships you build will last well beyond the season.”
Bottom line: If you want to own this holiday, Rosemont is where you need to be this weekend. Register right now.
About The INSTORE Jewelry Show 2025: The INSTORE Jewelry Show is the only trade show and buying experience for independent fine jewelry professionals in the Midwest market. Presented by INSTORE magazine, this event offers a unique platform for buying, networking, learning, and discovering the latest industry trends and product offerings. Now with a holiday twist, this year’s event will be the only show you need to attend to get your store stocked and ready ahead of the busy holiday retail season. Join us in Rosemont, IL, from September 28-29, 2025, for an unforgettable jewelry industry event.
ABOUT SMARTWORK MEDIA: SmartWork Media is dedicated to the idea that business media should strive to inform, excite and inspire business readers, and that a good business magazine can (and should) have the energy and compulsive readability of a top consumer publication. The company publishes INSTORE, INVISION, PETS+, VMSD, Signs of the Times, Big Picture and Screen Printing, as well as their respective websites and events — The INSTORE Jewelry Show, IRDC, Shop! MarketPlace and the Garden Center Show. Learn more at smartworkmedia.com.
Media Contact: Christine Yancey, Marketing Director, SmartWork Media / The INSTORE Jewelry Show / Email: [email protected]
