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Nearly 50 Percent of Brain Squad Reports Sales Gains in February

27 percent said sales were about the same year over year, while 28 percent said they were down.




May birthstone earrings by Lafonn
May birthstone earrings by Lafonn with 1.82 TCW simulated emeralds and simulated diamonds set in sterling silver bonded with platinum, $175,

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%

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



She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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