We’ve been carrying Lafonn for a few years, but before Christmas, we decided to get a floor unit and position it near our service counter. Turned out to be a great way to triple sales of Lafonn and offer a nice price point item for customers who wanted to give a gift that came from our store. — Bill E., Terre Haute, IN
- Custom is still on fire. A lot of self-purchases. The people coming in don’t seem to have any budget constraints. — Susan K., Lewisburg, PA
Top-selling jewelry brands in February
Gabriel & Co. (4), Stuller (4), Ania Haie (3), Hearts on Fire (3), Sylvie Jewelry (3), Bassali (2), Berco (2), Carla (2), CrownRing (2), ELLE (2), Heera Moti (2), IDD (2), Lafonn (2), Midas Chain (2), Overnight Mountings (2)
*Brands mentioned by at least two of 106 respondents.
- Diamond fashion from Shefi Diamonds, special orders and stock items from Stuller by both dollars and units, Ania Haie by units. — Mark C., Rockford, IL
- We’ve been seeing an uptick in bridal since Christmas. Lab-grown diamonds are still more popular for us than natural, and it really just comes down to price point. Younger customers are on tight budgets, and older customers on their second marriages just aren’t seeing the reason to spend so much on a natural again. — Becky B., Peabody, MA
- High-end watches. Always bridal, a lot of Noam Carver by CrownRing and A. Jaffe along with our private brand. — Michelle T., Brookfield, WI
- Flexed bracelets from IDD sold very well. Customers like the comfort and versatility. Also, Hearts on Fire and Memoire. Memoire platinum bands especially. Quick delivery and quality pieces without the branded pricing. — Jim C., Modesto, CA
- Semi-mount bridal rings by Allison-Kaufman were strong for us in February. — Kyle B., Roswell, NM
- Tops were estate jewelry followed by Shula NY and Alamea. Alamea is great in the $80 to $300 range. Shula is generally $800 to $5,000. Estate is unique because there are so many price points and styles. — Rick N., Fernandina Beach, FL
- Big diamond jewelry from Joshua J, Uneek, Piero Milano, Willam Levine, and Roberto Coin. — Steven G., Bellevue, WA
- Diamond fashion earrings by Gabriel & Co., men’s watches from Tissot. — Thomas L., Morgantown, WV
Monthly SALES Survey
How Were Sales Last Month Compared to January 2023?
WAY UP 25% OR MORE: 17%
UP: 28%
SAME: 27%
DOWN: 22%
WAY DOWN 25% OR MORE: 6%
Total Brain Squad Responses: 153
- Permanent chain and colored stone rings were our best-selling products in February. We use Royal Chain for our permanent jewelry chain and charms, and because the chains are so sparkly and beautiful, our customers love them and continue to add to their permanent bracelet stacks. Colored stone rings included several mother’s rings, rubies, and opals. Customers are looking for brighter colors and warm, inspiring hues to match the increasing spring temperatures. I think color makes people happy! — Beth G. Binghamton, NY
- Sylvie Jewelry, Hearts on Fire, Overnight Mountings and custom with lab-grown diamonds. — David B., Calgary, AB
- We had a nice month with Breitling. Other than that, sales were pretty good but scattered. No real leader in our designers. We did sell a stunning ruby ring from Omi Privé Lisa Loeb, and that is definitely the highlight of the year so far. — Marc M., Midland, TX
