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January’s Hot Sellers: Custom Rings, Lab Diamonds, Gold Chains and Bezel-Set Bridal

Brain Squad jewelers reveal what moved in January — and nearly half report sales were up.

Published

3 weeks ago

February 25, 2026

INSTORE Staff Instore March 2026 Issue

January’s Hot Sellers: Custom Rings, Lab Diamonds, Gold Chains and Bezel-Set Bridal

Berco 10K stackable diamond band (0.04 TCW), $775, bercojewelry.com

Berco 10K has been a big winner for us.” — Cole R., Bradenton, FL

We continue to sell large lab-created center stones and customized or customizable engagement rings. We also begin our wedding band season after the first of the year! — Cheryl K., Lincoln, NE

Monthly SALES Survey

How Were Sales Last Month Compared to January 2025?

WAY UP 25% OR MORE: 24%
UP: 24%
SAME: 19%
DOWN: 14%
WAY DOWN 25% OR MORE: 0%

Total Brain Squad Responses: 103

Loose stones from Scott Spurling and mountings from Stuller. — Tommy T., Perry Hall, MD
We had a couple of bigger engagement ring sales with natural diamonds. — Katrina S., Racine, WI
Bridal from Kim international, Ostbye, Shy Creation and bands from Benchmark. — James G., Memphis, TN
Very little out of the showcases. Repair and custom carried us through. — Loann S., Stillwater, MN
Custom projects through Shah Luxury were the best sellers and carried the month. However, out of the case we also sold quite a few gold chains (sizable ones). One of the things we have been doing with gold chains is rescuing them from the melt pile. If a chain is in excellent condition and is being sold for scrap, we are able to offer it to our customers at significantly better prices than the average chains on the market because our cost is low compared to newer pieces. — Amy H., Jacksonville, FL
Adwar Casting always does well, as does Artistry. The combination of styles and selection covers a lot of territory. Of course, our custom designs continue to go out the door! — Gary Y., Ames, IA
Shefi Diamonds bridal and lab-grown diamonds. — Joseph D., Rotterdam, NY
Aspire by Berco, craft lab diamonds by Rêvelation, and Midas Chain. — Sue P., Escanaba, MI
Engagement rings and wedding bands from Vlora, natural diamonds and our own diamond fashion jewelry productions. — Jeff M., Knoxville, TN

OVERALL MARKET

How were your pearl jewelry sales over the last 12 months?

WAY DOWN: 8%
DOWN: 14%
LITTLE CHANGED: 63%
UP: 10%
WAY UP: 5%

* Results exclude the 9% of jewelers who don’t sell pearl jewelry.

Pearls, and some irrational panic buying of gold chains. — Gretchen S., Sherman Oaks, CA
Custom engagement rings, especially bezel sets in yellow gold. — Elizabeth S., San Diego, CA
Custom orders and remounts, and jewelry from the cases — some of it funded by old gold clients brought in. — Ellie T., Chicago, IL
Custom designed engagement and wedding rings have been strong along with lab-grown diamonds. Natural diamonds over 1.50 carats have been good as well. — Eric S., West Springfield, MA
Still so many custom lab engagement rings, but with smaller centers. Budgets are the same, now customers are going with solitaires or even colored gemstone centers. — Beth C., Dublin, OH

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.

Related Topics: Adwar Casting Co.Artistry Ltd.Benchmark Berco Kim International Ostbye pearl jewelry Scott Spurling Shah Luxury Shefi Diamonds Shy Creation

INSTORE Staff

Since launching in 2002, INSTORE has won 89 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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