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Jewelers Talk About Their Best Sellers from The 2022 Holidays

Results from the season were a mixed bag.




Anniversary bands by Shefi featuring 0.25 TCW diamonds each in yellow gold and white gold
Anniversary bands by Shefi featuring 0.25 TCW diamonds each in yellow gold and white gold, $699-$999,

Shefi sold very well across diamond basics through fashion. We expanded our own collections in ladies color, and that also sold very well. — Mark C., Rockford, IL

Top-selling jewelry brands in December

Allison-Kaufman (6), Pandora (3), Stuller (3), Classic of New York (2), Gabriel & Co. (2), Hearts on Fire (2), Heera Moti (2), IDD (2), Rembrandt Charms (2), Rolex (2), Samuel B. (2), Shefi (2), Sylvie (2), VAHAN (2)

*Brands mentioned by at least two of 131 respondents.

  • Lab-grown stud earrings, straight line lab-grown diamond bracelets in platinum, 18K yellow gold and white gold, Breuning huggie earrings, Parade Design engagement rings and our own custom pieces. — Laura S., Indianapolis, IN
  • We renewed our relationship with Allison-Kaufman at the Vegas show and are glad we did. Sold several of their pieces. We had a last-minute set of engagement rings — custom and semi-custom. Glad for the business, but they could have given us MORE time!! We also did very well with Mediteranean Artists jewelry, especially the silver pieces set with ancient glass. This is our third year with them, and we loaded up for the holidays and it was a good thing we did. — Cliff Y., Lowell, MI
  • VAHAN, Charles Garnier, diamond fashion, yellow gold. — Tommy N., Lake Charles, LA
  • Gemsone finished gold and diamond pieces in every category (earrings, necklaces, rings), thanks to our Gemsone Black Friday Gift with Purchase flyer and Gemsone Upscale Christmas catalog distribution! We also did well with Stuller Showcase Ever & Ever complete engagement rings with natural and lab-grown diamond centers. — Jill K., Danielson, CT
  • Diamond tennis necklaces in yellow and white gold by AG Gems. They are a spot-on fashion look right now. — Laura S., North Little Rock, AR
  • Bridal and diamond fashion were king. Simon G. and Zeghani are strong in our store, we have developed demand over the last 25 years or so. — Barb B., Brighton, MI
  • Moissanite and diamond engagement rings are our bread and butter. We are starting to get into lab-grown diamonds and they are selling well. Everything we sell is our own brand. — Jen H., Chester Springs, PA
  • ArtCarved bridal; Rembrandt Charms; Carla Corporation earrings; estate jewelry. — Eileen E., Decatur, IN
  • Diamond bands by far my biggest sellers. Facets of Fire and Joshua J and Grandeur Creations. We sold two at a time for stacking. — Cathy C., Royersford, PA
  • Hearts On Fire, Sylvie, Overnight Mountings. — David B., Calgary, AB
  • Classic color from Brevani did great, Veer diamond studs didn’t make it to Christmas, and classic hoop earrings were a hit. — Trevor W., Myerstown, PA
  • IDD, Allison-Kaufman, and Heera Moti diamond jewelry all performed very well, with average retails between $2,000-$3,000 for the month. — Kyle B., Roswell, NM
  • Ti Sento-Milano sold really well. — William Nordstrom, William Nordstrom Jewelers, Menomonee Falls, WI
  • Diamond bracelets sold well in flex at $1,100-$1,250. Larger color(surprise!), less pieces but higher dollars, all gold jewelry categories, custom. — John C., Uniontown, PA

Monthly SALES Survey

How Were Sales Last Month Compared to December 2021?

WAY UP 25% OR MORE: 8%
UP: 26%
SAME: 21%
DOWN: 34%

Total Brain Squad Responses: 165

  • Silver statement pieces, yellow gold everything, our signature diamond snowflake pendants. — R., Ketchum, ID
  • I sold so many single-pearl wirewrapped bracelets that my fingers almost fell off making them all! — Janne E., Cocoa, FL
  • Frederic Duclos: Stylish, high-end silver at a nice price point. Classic of New York: Stylish, affordable silver. — Kathy B., Valley Road, NJ
  • Evening Tide by LeStage and Nicole Barr were big sellers for us. They are great quality at the perfect price point for customers on a tighter budget. We also sold a good amount of William Henry as men are starting to get more into wearing jewelry but wanting something nontraditional. — Becky B., Peabody, MA
  • Lab-grown diamonds continue to dominate engagement ring sales, and diamond studs, both earth-mined and lab-grown, were big sellers as always at Christmas. — Joe T., Lubbock, TX
  • Custom pieces were the big winner this Christmas. Many of our customers started their designs in October (thank goodness). And close second were lab-grown diamond basics: studs, solitaire pendants and custom engagement rings. — Beth C., Dublin, OH
  • Moissanite was a big hit for larger center stones in engagement rings. Also adding bands to existing wedding sets has been popular. I like to say #ifyourenotstackingyoureslacking. — Traci H., Harrisonburg, VA
  • Fope did great for us once again! Diamond jewelry from A.Link and Odelia also did well, and we sold some really nice pieces from Cynthia Ann. Our watch department was also strong with Omega and Breitling. — Marc M., Midland, TX
  • Small diamond hoop earrings, Embraceables by Ostbye, diamond pendants and earrings by Empire Corp. Rosanne K., South Bend, IN
  • We sold a tremendous amount of large lab-grown diamonds. We stocked a lot for price points. We ended up having to order more. Natural studs were up, too. — Rick N., Fernadina Beach, FL
  • My hydrangea earrings! A single blossom, I made them in three sizes and offered three colors of gold, post or wire options. They go with everything! But most importantly, they met a price point of $500-$1,000. Which had been tough for us before! Very satisfying. — Ellie T., Chicago, IL
  • DA Gold bracelets (style and ease of putting on), Allison-Kauffman (style and color), Zina and Samuel B. (price point). — Kate S., New Oxford, PA

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.



This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

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