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INSTORE’s Brain Squad Members Share Their Hottest Sellers for April




INSTORE’s Brain Squad Members Share Their Hottest Sellers for April

Slate and Tell Family Love Bunch (slates start at $39 each in sterling silver; all individual slates can be personalized), $199,

We recently started carrying Slate and Tell, and so far it has done really well. We will be reordering through the month of May. — Erica Lorenz, Michael & Sons, Reno, NV

Top-Selling Jewelry Brands in April

Gabriel & Co. (10), Lafonn (6), Pandora (5), Stuller (5), Cargo Hold (4), Hearts on Fire (4), Royal Chain (4), Quality Gold (3), Rolex (3), Simply Diamonds (3), Allison-Kaufman (2), Chatham Diamonds (2), Citizen (2), Classic of NY (2), ELLE (2), Frederic Duclos (2), Gemsone (2), Imperial Pearl (2), John Hardy (2), Kameleon (2), Lashbrook (2), Michou (2), Naledi (2), Tag Heuer (2), Vahan (2)

* Brands mentioned by more than two of 175 Brain Squad members when we asked what they would be reordering in May.

  • We’re doing well with Chatham Diamonds, mostly in custom rings. — Laura Sipe, J.C. Sipe, Indianapolis, IN
  • Men’s leather and/or cable bracelets; we carry Aagaard. — Pamela Rossi, Rossi Jewelers, Lauderdale-by-the-Sea, FL
  • Naledi Collection bridal, diamond studs, Pandora jewelry. — Allison Leitzel-Williams, Leitzel’s Jewelry, Myerstown, PA
  • Freida Rothman and Gemsone colored stone stackables are such fun to show for those self-purchasers. — Karen Hollis, K. Hollis Jewelers, Batavia, IL
  • April showers also brought couples in for wedding bands. The guys went for Benchmark alternative bands made of the “superhero” tantalum metal — indestructible and made in America by robots! How cool is that?? — Mary Jo Chanski, Hannoush Jewelers, Rutland, VT
  • We just put in Evocateur and have had tons of interest in it. — Brian McCall, Midwest Jewelers and Estate Buyers, Zionsville, IN
  • Our sweet spot has been custom designs by yours truly. We have been doing well with Luvente — dainty, simple and a good price point, $500-$1,500. For those female self-purchasers who can spend up to $3,000 (without asking the husband), buy Lisa Nik, which is feminine and colorful. — Brandelyn Rosenberg, Barry Peterson Jewelers, Ketchum, ID
  • Michou was super hot. We sold a half dozen pieces the first week and reordered. Diamond studs sales seemed to pop up too. — Elysia Demers, Barnhardt Jewelers, Spencer, NC
  • April was a record month for us in sales of colored gemstone jewelry! We will be selecting more unusual loose gemstones and creating custom designs to highlight the beautiful color! — Annette Kinzie, Leonard Jewelry, Stillwater, OK
  • We sold colored gemstone rings out of our case like crazy! Spinel, citrine, topaz … it was a rainbow of sales! — Jennifer Farnes, Revolution Jewelry Works, Colorado Springs, CO
  • Colored gemstones have been a hot seller for us. Our customers want something more unique than a traditional diamond wedding set, so this makes it fun for us. We have done a lot of custom featuring obscure colored gemstones and our customers are loving it! — Morgan Bartel, Susann’s Custom Jewelers, Corpus Christi, TX
  • Custom, custom, custom! We were up 18 percent for custom designs over last year. — Britten Wolf, BVW Jewelers, Reno, NV
  • Breitling! We had a nice month with our timepieces and I’m definitely restocking! We also sold a very nice estate piece and some bridal to mix in there as well. — Marc Majors, Sam L. Majors, Midland, TX
  • Effy sold really well, as did Vahan bracelets. — Gene, John and Krista Poole, Hudson-Poole Jewelers, Tuscaloosa, AL
  • Self-reward is the trend here. — Steven Wardle, Forest Beach Design, Chatham, MA

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

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].



Put Your Trust in Wilkerson

To do business successfully with anyone, you need a certain “comfort level.” That’s something that Phillips Pitts, owner of two Parris Jewelers stores in Hattiesburg, Miss., said he felt immediately when he first talked to Wilkerson’s Rick Hayes. He was just about to launch an anniversary sale. And he chose Wilkerson to handle all the details — from the marketing to the sales floor. “Rick cared what was going to happen to Parris Jewelers,” says Pitts. “Not just during the sale but after the sale.” Would he recommend Wilkerson to other jewelers contemplating a large-scale sale? Absolutely, says Pitts, who says the results “exceeded their expectations.” His trust in Wilkerson has only grown after the numbers came in. “They were interested in me fulfilling and what I need to fulfill to make my company better.”

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