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INSTORE’s Brain Squad Members Share Their Hottest Sellers From May




ELLE’s No. 1 selling item for 2017, rhodium-plated sterling silver necklace with Enchanted Green quartz from the Revolution Collection, $105,

ELLE has been hot — great designs and perfect price point for summer fun! — Allison Leitzel-Williams, Leitzel’s Jewelry, Myerstown, PA

Top-Selling Jewelry Brands in May

Lafonn (9), Berco (6), Citizen (6), Gabriel & Co. (6), Pandora (6), Stuller (5), Allison-Kaufman (4), Imperial Pearl (4), Cargo Hold (3), Gemsone (3), Hearts On Fire (3), Kit Heath (3), Michou (3), Royal Chain (3), Vahan (3), Alex and Ani (2), ArtCarved (2), Artistry (2), Breitling (2), Bulova (2), Carla (2), Charles Garnier (2), Classic of NY (2), Crown Ring (2), ELLE (2), Empire Corp. (2), IDD (2), Lashbrook (2), Naledi (2), Qalo (2), Quality Gold (2), RDI (2), Rolex (2), Slate & Tell (2), Unique Settings (2)

* Brands mentioned by at least two of 167 Brain Squad members when we asked what they would be reordering in June.


  • Imperial Pearls and Gabriel & Co. bridal and fashion were fast movers for us this month! — LaTisha Holland, Arlene’s Fine Jewelry, Vidalia, GA
  • Watches! Longines, Rolex and Seiko. Why in May? Your guess is as good as mine! — Dorothy Vodicka, The Gem Collection, Tallahassee, FL
  • Mid-price lines like Firefly and Holly Yashi. We saw an uptick in our higher-end rings with colored gemstones. — Michael Halem, Halem & Co. de Sonoma, Sonoma, CA
  • Charles Garnier has continued to be a hot seller. — Travis Piper, Piper Diamond Co., Vincennes, IN
  • A new line, Evocateur, has been popular, as well as custom. — Brian McCall, Midwest Jewelers and Estate Buyers, Zionsville, IN
  • Guardian angel pendants by Marianna have been a huge hit with all graduates and confirmations this month. Also, Blessing Bracelets by Made As Intended have flown out of our cases. — Karen Hollis, K. Hollis Jewelers, Batavia, IL
  • Diamond hybrids are gaining popularity. And pear-shape diamonds are getting hotter. — Meg Rankin, Rankin Jewellers, Edmonds, WA
  • Color by Empire Corp., Bassali and China Stone were the champions. Custom reworks with halos and upgraded centers from EM Trading and Olympian Diamonds, as well as repairs, rounded out a very healthy May! — Denise Oros, Linnea Jewelers, La Grange, IL
  • We did great with a trunk show with Parlé and their lotus garnet collection at the end of May. We even kept some pieces to add to our stock collection. — Casey Gallant, Stephen Gallant Jewelers, Orleans, MA
  • In-house and custom. Halo designs continue to rock; $2,000 to $5,000 is still the sweet spot. More movement toward alternative bridal gemstones. Sapphire is the most popular at the moment, in all colors. — David Phelps, Precision Platinum, Durham, NC
  • May was all about Slate & Tell. We ordered several times, especially for Mother’s Day gifts. We also did repairs, repairs, and more repairs. — Erica Lorenz, Michael & Sons, Reno, NV
  • Diamond and sapphire jewelry, custom design. Toby Pomeroy and Kelim sold well. — Vickie Wilson, The Goldsmith, Palo Alto, CA
  • Michou continues to be our hottest line. We’ve ordered fast sellers plus new items, and our fast sellers list keeps growing each week! — Elysia Demers, Barnhardt Jewelers, Spencer, NC
  • Nina Nguyen long necklaces, Pandora graduation, Citizen watches in the $300 range. — Karen Schmitt, Straith’s Jewelers, Centralia, IL
  • Artistry always sells well and the Adwar castings line is really strong for us. Unique Settings is doing well, also. And Alicia Winalski designs, an artist I met at the Philadelphia Acre show, has great pieces and reasonable price points! — Gary Youngberg, Ames Silversmithing, Ames, IA

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


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.



Les Georgettes

It’s All About Choices

With beautiful jewelry from Les Georgettes, choice is everything. Choose a design. Change colors. With 30 styles, 3 finishes and 48 stunning leather colors, you’ll never be at a loss for a unique piece of jewelry. Create, mix, stack and collect Les Georgettes by Altesse. Made in France.

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Tools and Services

Become A Wizard, Newest Updates and More Service News This Month




Fish Your Wish

Salmon Gold is a new initiative from RESOLVE that is dedicated to the careful re-mining and restoration of Alaskan streams and fish habitats that were negatively affected by past mining operations. Gold from this worthwhile project is already in the supply chains of Tiffany & Co. and Apple.

Become A Wizard

Gemewizard, a leader in digital solutions for the analysis, description, pricing and trading of colored gemstones and colored diamonds, has launched Gem Color Academy, a new interactive online course for colored stone grading. Includes comprehensive online resources as well as course notes, at-home gem kit, and one year Gemewizard subscription.


Refreshed Reporting

The Jewelers Board of Trade (JBT) has released an updated version of its Credit Report. After a full redesign, the new JBT Credit Report features a convenient front-page overview section, new charts, and live linking of summary information to its source.

Thinking Pink

The Gemological Institute of America (GIA) has released a software update for its GIA iD100 gem testing device. With the update, the GIA iD100 can now distinguish natural pink diamonds from lab-grown (HPHT and CVD) diamonds and diamond simulants.

24K Winners

Congratulations to the Jewelers 24 Karat Club of Southern California’s 2019 Honorees! The organization recently honored Bill Jones of Sissy’s Log Cabin and Ruben Bindra of B & B Fine Gems for Excellence in Service and presented a Lifetime Achievement Award to Terry Chandler of Diamond Council of America.

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Jewelry Pro Gear

Diamond Drinks, Crystal Straws and More Gear for Jewelry Pros

This stuff for your store includes a new mobile app for clienteling.




Succulent Storage

This irresistible cactus cutie is ready to safeguard any jewel that you need it to hold. Handmade by Paint My Dream and charming enough to cheer up any display, counter or nightstand that needs a darling designated jewelry landing spot.


Gorgeous Glasses

This clever vessel brings a new meaning to the phrase “on the rocks.” We can’t guarantee that the sparkling diamond half-immersed in the base of this glass will make your beverage taste even better, but we think it’s pretty likely.



See You on the ‘Book

Clientbook is a mobile app created to help sales associates build and strengthen relationships with clients. Associates can contact clients through the app, which also stores client histories, important milestones and reminders to reach out for life events like birthdays and anniversaries.

Custom pricing upon request

Jewel Tales

Adrienne Rubin’s new book, Diamonds And Scoundrels: My Life In The Jewelry Business, tells the story of the author’s fascinating career through the ‘70s, ‘80s, and ‘90s. It’s a tale of determination, growth, and the unique challenges that face a woman who seeks both personal and professional fulfillment.


Sipping Pretty

Reusable straws are still a red-hot item for those who like to stay green, and these beautiful crystal-adorned straws are the height of sustainable style. All crystals are fair-mined, and all straws are food-safe stainless steel. Stainless steel straw with amethyst:


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From a Northern-Lights-Inspired Watch to Old Hollywood Elegance in Platinum, These Are the Latest Collections

One cuff takes its inspiration from Frank Lloyd Wright’s stained glass.




Cultured Cuff

Lush with the gold and burnt umber hues of autumn, this new Evocateur cuff takes its inspiration from the iconic stained glass of architect Frank Lloyd Wright. A special statement piece and a unique tribute to a legendary American talent.



14K yellow gold earrings with diamonds.

Effortless Elegance

Hannah G’s signature is simple, interchangeable looks: Think shimmering diamonds accented with pops of color, hoop earrings with swappable charms, and streamlined gold with subtle textural accents. This fresh, remarkable brand nails style without sacrificing timelessness in a way your customers will be hard-pressed to resist.


Platinum and emerald ring.

Emerald Empress

The new Emerald Platinum collection from Mia Katrin for Jewel Couture brings pure, old Hollywood elegance and glamour to the modern age. Opulent platinum settings offer a delicate dance of intricate details and clean negative space to make an unforgettable impact.



14K yellow gold necklace.

Chic and Sensual

We’re seeing an Instagram influx of sinuous, clavicle-caressing chains, and these sleek herringbone beauties from Ashley Zhang nail the trend perfectly. Lovely layered or solo, and sufficiently substantial to transition into sweater weather. Available in 3mm or 5mm width to suit all tastes.


Watch with aluminum case and silicon strap in mesh optic.

Celestial Radiance

Inspired by one of nature’s most glorious phenomena — The Northern Lights — this striking new True Aurora collection of watches from Bering Time offers an array of dazzling color options. These modern, sporty timepieces are the perfect way to add a bewitching splash of color to your customers’ wrists.


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