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When it comes to filling your showcases for the holidays, these styles are the favorites to tempt your trend-conscious clients.




When it comes to filling your showcases for the holidays, these styles are the favorites to tempt your trend-conscious clients.

Las Vegas Jewelry Week is right around the corner, and as always, INSTORE’s intrepid team of editors and contributors will faithfully trek out to the desert to bring you a look at the latest trends to be found. But why wait? We can give you a sneak peek right now of the sizzling styles that will make their way into wholesale showcases in Las Vegas. Here we place our bets on which hot sellers, emerging trends and expanding categories we believe you should consider before rolling the dice on new items to bring into your store. So have fun, gamble at the tables and go shopping on our predictions.



Talismanic Turquoise

Turquoise translates into seasonless jewelry. No longer is it the bright green/blue associated with the warm-weather months. Like white after Labor Day, it has become widely accepted as a year-round gemstone. We no longer speak in terms of “the return” of this versatile gem, which is most appealing in high-karat gold. It’s one that’s here to stay.


Larisa Laivins

Pavé diamond disc ring in 18K yellow gold inlaid with turquoise




Ruth Tomlinson

Turquoise studs with beaded edge set in 18K yellow gold


P+44 207 831 3033



Sylva & Cie

Pear-shaped turquoise drop earrings with 18K yellow gold and accent diamonds


P(213) 488-1444




Gothic style 14K rose gold ring inlaid with Sleeping Beauty turquoise and diamonds

Price on request

P(800) 521-5986




Turquoise drop earrings with blue diamonds and 18K yellow gold chain



Will you stock it for the holidays?

YES 46%
NO 54%

Mark Thomas Ruby
SunSpirit Designs, Loveland, CO

Turquoise is always big in this part of the country.

Tom Schowalter
Miner’s Den Jewelers, Royal Oak, MI

We have a very nice selection of turquoise jewelry, and yes, we will expand this area.

Steven Wardle
Forest Beach Design, Chatham, MA

Big and colorful for a reasonable price; how can you go wrong?

Jill Keith
Enchanted Jewelry, Danielson, CT

Absolutely. We’re supporting a ‘denim and diamonds’ Chamber of Commerce event this month and are sourcing authentic, handmade reservation pieces as I type. My family had Appaloosa horses before jewelry … we loved the days of this jewelry sold by vendors at national horse shows.

Valerie Naifeh
Naifeh Fine Jewelry, Oklahoma City, OK

I use turquoise a lot in my own line. I set it in 22K yellow gold. Whatever I make usually sells, especially in rings and earrings.



What goes around comes around, and that applies to hoop earrings in a big way for 2017. Along with diamond studs, hoops are a staple of a woman’s jewelry wardrobe. Celebrities love them, from actresses of the ‘60s to the stars of today’s music scene. Hoops have circled back around in twisted, hand-textured versions, sculptural silhouettes and with accents of different shapes and sizes of gemstones.


Just Jules

Bubble hoop earrings in 14K yellow gold with opal accents


P(480) 860-6211



Dinny Hall

Large Wave hoops in 22K yellow gold vermeil over silver


P+44 207 704 1543



Julie Lamb

18K yellow gold with diamonds (0.44 TCW)




Mattia Cielo

Rugianda hoop in 18K rose gold with white diamonds (2.14 TCW)


P(917) 553-5360



Eva Fehren

Zipper hoops in 18K rose gold with pale champagne diamonds


P(646) 861-3595


Will you stock it for the holidays?

YES 74%
NO 26%

Michael Baer
Green Bear Metal Works, Montrose, CO

Hoops will always be just the thing for a certain type of gal.

Tonia Ulsh
Mountz Jewelers, Camp Hill, PA

We saw this trend during the holiday season. We ordered more in for our stock at that time and will continue to replenish as the trend continues.

John Przeclawski
Jewelry Plus, Winter Park, FL

We’ve seen the trend, started stocking more already.

Theresa Namie
Stephen Vincent Design, Minneapolis, MN

Hoops are classic but we can also add design elements to make them even more fun! Easy sale.

James Gattas
James Gattas Jewelers, Memphis, TN

They are still basics but in an uptrend mode and deserve more attention with marketing and inventory.

Murphy McMahon
Murphy McMahon & Co., Kalispell, MT

I am noticing an uptick in hoop sales, both white gold and yellow gold. Before if someone was shopping for white metal, silver was the choice for much less money. Now white gold is asked for.



There is no doubt that Y-necklaces and lariats continue to trend in delicate and larger versions. The most on-trend of these styles are being designed with chunkier chain and larger medallions on the bottom for a look that can easily layer with other necklaces but can also stand alone. Bead and gemstone versions with accents of gold and diamonds or small pavé sapphires are also answering your customers’ desire for more color.

Amy Glaswand

Stella lariat in 18K yellow gold accented with diamonds


P(917) 754-0001

GFG Jewellery

Bar necklace in 18K gold set with pink and blue sapphires


Moritz Glik

Lariat necklace in 18K yellow gold and palladium gray gold with diamonds (4.37 TCW) enclosed in double white sapphires


P(212) 679-0948


With Every Breath floral pendant on clip necklace in 18K yellow gold and white gold with diamonds


P(917) 714-4642


Hand-woven necklace in 18K yellow gold with faceted pear-shaped citrines and diamonds


P(212) 439-9400


Will you stock it for the holidays?

YES 44%
NO 56%

Stacey S. Sachs
Solomon’s Fine Jewelry & Watch, Albertson, NY

Nice trend, they do come and go! We have them in stock, but we never go too crazy. Nice in the warmer months, long and short lariats.

Morgan Bartel
Susann’s Custom Jewelers, Corpus Christi, TX

Not sure yet, but the style is very ‘Texas,’ so I don’t see why we wouldn’t.

Andrea Riso
Talisman Collection, El Dorado Hills, CA

We’ve been selling these well for years. Lariats do well; Y-necklaces are a harder sell. We always have two-tone lariats.

Elysia Demers
Barnhardt Jewelers, Spencer, NC

We didn’t do the choker trend and glad we didn’t. But long, Y- and lariats have done well since the holidays, so we just ordered some new ones.

Ryan “Jr” Karp
Cornerstone Jewelry, Palos Park, IL

We are already seeing the growth in this trend and it’s an oncoming storm of potential.


No Longer A Pair

Move over rings: earrings have fast become the category of jewelry to stack. There are myriad styles from which to choose and the best part is that you can wear them mixed and mismatched. Find a stud, invest in a diamond cuff or gemstone jacket, let a nature-inspired motif climb up your ear, or simply try out as many posts as you can. Layering is the key to multiple sales.



Thistle ear cuffs in 18K yellow gold set with multicolored diamonds and pearls


P(323) 525-1738




Sterling silver post and ear jacket with bezel-set cubic zirconia




J Luu

Three row diamond helix ear cuff (0.20 TCW) in 14K yellow gold




Jade Trau

Vertical ear climber in 18K gold with round brilliant diamonds (0.60 TCW)


P(212) 719-3333



Anissa Kermiche

Jeune Fille En Fleur ear climber in 14K yellow gold and white quartz crystal


P+44 770 333 1385


Will you stock it for the holidays?

YES 39%
NO 61%

Jennifer Farnes
Revolution Jewelry Works, Colorado Springs, CO

We have a few new ear climbers we added and have expanded on our fine body jewelry options.

Annette Kinzie
Leonard Jewelry, Stillwater, OK

This is another trend that we have been suggesting and promoting for the past months and are seeing a good sell-through in front to back styles.

Christina Ohara
Blue Mountain Gems, Roanoke, VA

I’m designing a new line of mismatched earrings, because life is not perfect.

Elizabeth Breon
Coast Jewelers, Florence, OR

I have always carried these. Made dozens of custom ear cuffs. Very fun category, especially before it was a ‘trend’ and edgier customers were delighted to have something unique.

Janne Etz
Contemporary Concepts, Cocoa, FL

I’ve had ear cuffs and climbers for decades. Always sell well! Happy to have ‘the market’ marketing them for me!


Silver Linings

Not since the disco era has silver lamé in all its shining glory been as popular a fashion statement as it was on the fall/winter 2017/18 ready-to-wear runways. Jewelry follows suit. Crushed, satined, sandblasted, hammered and other hand-finished silver and white metals, sometimes accented by diamonds, offer a similar shimmer to the fabrics and remind us that solid gold is going head to head with textured silver this season.



Sterling Silver cuff bracelet





Conical studs in 18K white gold set with diamonds (3.99 TCW)





Spider cuff in white gold-plated brass


P+9613 476761



Wolf & Moon

Alcove hoops in hand-painted wood with sterling silver


P+44 20 3371-9324




Hammer-textured Cyclone earring in 950 palladium and prong set with diamonds


P(212) 420-9370


Will you stock it for the holidays?

YES 49%
NO 51%

Elizabeth Breon
Coast Jewelers, Florence, OR

I keep all kinds of textured pieces on display and offer to change the texture at my bench if the customer prefers. I have sold a lot of polished bands changed to matte this way.

Annette Evans
RD Allen Freeport Jewelers, Freeport, ME

Always feature this. It is a constant.

Pam Chehade
Pamela’s Fine Jewelry, Spring Green, WI

Always have lots of white metals in different textures.

Andrea Riso
Talisman Collection, El Dorado Hills, CA

We sell a ton of this and it keeps growing.

Michael Derby
D3 Diamonds and Fine Jewelry, Clemont, FL

The white category continues to be strong and continues to dominate sales in virtually every category.


All in The Wrist

Wide cuffs and hinged bangles continue to grow in popularity (as opposed to skinny stacks), impacting what your clients will want to wear. These pieces range from the new locket bracelets to distressed metals and chunky gemstone-set styles. For a statement look without the hefty price tag, why not try wide but sculptural styles that are open and airy, allowing for a big look without the heavy metal.


Zoe Chicco

Large curved crossover X cuff in 14K yellow gold with white pavé diamonds (0.51 TCW)


P(213) 489-1226



Ark fine jewelry

Gateway bracelet in 18K yellow gold with rose-cut Indian blue moonstone (37.04 TCW)





Modern mourning locket bracelet in 18K yellow gold with the words “forget-me-not” in enameled detail and a forget-me-not flower set with black diamonds




Dana Bronfman

Wide convex-shaped cuff with circular cutouts in black rhodium-plated sterling silver with matte finish


P(605) 269-1101



Sarah McGuire

Sculptural wide sterling silver cuff bracelet with a satin finish


P(773) 327-8870


Will you stock it for the holidays?

YES 53%
NO 47%

Donna Soodalter-Toman
DIVA, Newtonville, MA

Big cuff/bracelet-obsessed.

Cindy Fuller
Fuller Designs, Poplar Bluff, MO

Love cuffs in wide widths!

Brenda Newman
The Jewelry Source, El Segundo, CA

Big, wide and gold.

Jim Alati
Simmons Fine Jewelry, Meridian, ID

Very strong category.

Mark Kasuba
M. Edward Jewelers, Pittsfield, MA

These have been steady movers in 2016-2017.


In Full Bloom

Ready-to-wear and couture designers planted the first seed of this trend during the spring/summer 2017 runway shows and it continued right into fall/winter 2017/18. Florals are rejuvenated each season, but this year we will see an explosion of blooms in all types of botanicals, from freshly picked garden varieties to exotic wildflowers in a range of styles from feminine to cutting-edge.



One-of-a-kind diamond and ruby earrings

Price on request

P(800) 868-5532



Suzy Landa

Hoops in 18K yellow gold with petals of rubellite and diamonds


P(212) 874-2346




Flower bracelet in rose gold, diamonds and pink sapphires


P+39 0131 941719



Adel Chefridi

Rounded band in 18K yellow gold set with a floral motif of diamonds and pink sapphires


P(866) 428-8777



Mousson Atelier

18K yellow gold Lily Of The Valley brooch with enamel and diamonds, tsavorites and moonstones


P+7 495 663 37 07


Will you stock it for the holidays?

YES 41%
NO 59%

Kathy Buccieri
Buccieri’s Gems & Jewelry, Valley Road, NJ

We would definitely consider some jewelry with a floral element. Nature has always done well with our clients. This includes butterflies, dragonflies, etc.

Craig Husar
Lyle Husar Designs, Brookfield, WI

Parade Design features a collection of floral designs called Lyria that our customers love. Floral engagement rings seem to be trending in the Midwest.

Lisa McConnell
Lisa McConnell Design Studio, Fort Worth, TX

Good idea, I’m on it.

Marta Jones-Couch
Elements Ltd., Des Moines, IA

What’s not to love?

Marc Majors
Sam L. Majors, Midland, TX

Worth exploring. Vendorafa makes a floral ring with multi-color gemstones. I bet I could sell that pretty little bauble.


Out West

These designs offer a refreshing take on Native American jewelry, which features the neutrals of hot sands, the burnt-orange hues of sunset and the indigo evenings of desert skies (as well as turquoise, of course). The look takes the talismans of different tribes as well as the leather fringe and denim of the Wild West and translates them into a citified or bohemian street style.


Chasseur Fine Jewelry

Sunray pattern sterling silver extra large crescent pendant with beaded detail


P(781) 956-4390



Emily Keifer Jewels

Sterling silver lariat necklace with starburst set white star charm


P(856) 287-0076



Fern Freeman

Pavé diamond circle with suede fringe and 18K gold drops necklace


P(917) 217-1727



Karch x Wolfe

Turquoise with sterling silver and 18K yellow gold lariat necklace


P(212) 965-9699



Julez Bryant

Crescent moon earrings with diamond cut ball chain fringe in 18K rose gold and diamond accents


P(760) 931-1416


Will you stock it for the holidays?

YES 17%
NO 83%

Eileen Eichhorn
Eichhorn Jewelry, Decatur, IN

Popular in our area since 1970.

Stacey S. Sachs
Solomon’s Fine Jewelry & Watch, Albertson, NY

Not a big fan, but may try it because I do not buy for me, we buy for the consumer!

Morgan Bartel
Susann’s Custom Jewelers, Corpus Christi, TX

Could we be a real jewelry store in Texas if we didn’t feature this trend?

Tonia Ulsh
Mountz Jewelers, Camp Hill, PA

We added feather jewelry in silver and gold last year as well as some bolo type designs.

Karen Hollis
K. Hollis Jewelers, Batavia, IL

We are ‘From Fun to Fine.’ We have lots of styles in leather, fringe and bolo; some even have a diamond in them.


Cool Convertibles

Taking their cue from antique demi-suites, jewelry designers are creating styles that can be worn in multiple ways. There are day-to-night earrings, which make a statement when all components are connected but take on a more everyday feel when pendant or fringe bottoms are detached. There are also rings that can be worn as pendants, and necklaces to which charms and tassels can be added.


Eden Presley Fine Jewelry

Earring/pendant transformer with lapis center stones, rainbow moonstone, turquoise, opals and diamonds set in 14K yellow gold




Anne Sportun

A stack of 18K gold and ruby wrap bracelets that can be worn layered around the wrist, as a necklace or ankle bracelet


P(844) 363-4114



Alberian and Aulde

14K rose gold clasp locks onto three different stations to create different looks and lengths in this sterling silver and rose cut moonstone necklace


P(201) 864-2745



Variance Objects

Day-to-night earrings with tanzanite studs and tourmaline asymmetrical drops at the bottom in 14K and 18K yellow, white and rose gold

$387 (studs), $640 (drops)

P(831) 346-6758



Gigi Ferranti

Hexagon two-in-one earring with pavé diamond studs and faceted bead chain drops in 14K yellow gold; the chain drop is on a ring that is removable


P(718) 251-1614


Will you stock it for the holidays?

YES 46%
NO 54%

Susan Eisen
Susan Eisen Fine Jewelry & Watches, El Paso, TX

Love to show off how they can be worn in different ways. Customers love the versatility of this jewelry.

Michael Baer
Green Bear Metal Works, Montrose, CO

Dual performances and peek-a-boos are a specialty here.

Mary Jo Chanski
Hannoush Jewelers, Rutland, VT

We have a few collections that allow bracelets to be hooked onto necklaces as an extension … or a bracelet that can be converted to an anklet.

Stew Brandt
H. Brandt Jewelers, Natick, MA

Loved these pieces the last time they were popular. Will probably bring some on.

Jennifer Farnes
Revolution Jewelry Works, Colorado Springs, CO

Flexible options make justifying the purchase easier for our clients. Knowing something can take on a different look/use is truly like getting a two-fer.


Book ’em, danno

Books that cover renowned houses, enduring and meaningful motifs or modern designers will inspire clients to dream and to purchase. Why let your neighborhood book store make the sale when your customers can walk out with an extra luxury — or you could even give one free to your best clients as a holiday thank-you!


Taffin: The Jewels Of James De Givenchy

Written by James Taffin de Givenchy, nephew of fashion design icon Hubert Givenchy, this book explores the author’s inspirations and masterful jewelry creations in photos by his brother Philippe. It offers both a sophisticated and lighthearted glimpse into his life and work with vivid homage to his experiences, references and his exuberant, colorful and sculptural creations.




Jeweler: Masters, Mavericks, and Visionaries of Modern Design

Written by editor-in-chief of Town & Country Stellene Volandes, an expert on contemporary jewelry, this book is a curated exhibit of 17 of the most influential international jewelers of our time. Volandes’ eye for uncovering modern talent and her narrative writing style along with the stunning images offer readers a peek into the world of these visionaries.




Fine Jewelry Couture: Contemporary Heirlooms

For this book, author Olivier Dupon has chosen a group of 30-plus jewelry designers who push the boundaries of their imagination and experiment with a variety of materials, yet always with attention to unparalleled craftsmanship.




Flora: The Art Of Jewelry

Patrick Mauriès and Evelyne Posseme bring us into the magical and exotic gardens of jewelers from the 1700s through the present. Beautifully photographed by Jean-Marie del Moral, Flora focuses on the pieces that are in the permanent collection of the Musée des Arts Décoratifs in Paris.




The Pearl Necklace

Revered jewelry author Vivienne Becker explores the pearl and its legacy and legends through the back stories, portraits and still-lifes of renowned women who draped themselves in them. Queen Elizabeth, Marie-Antoinette, Empress Eugene, Princess Alexandra, Princess Diana, The Duchess of Windsor, Elizabeth Taylor, Grace Kelly, Babe Paley and Helena Rubenstein are all included in this book.



Will you stock it for the holidays?

YES 12%
NO 88%

Chris Wattsson
Wattsson & Wattsson Jewelers, Marquette, MI

We do feature other styles of books to suit our customers, such as agate and area mining history literature.

Craig Husar
Lyle Husar Designs, Brookfield, WI

Great suggestion. Where do I buy these books at wholesale?

Marc Solomon
Solomon’s Fine Jewelry, Plainview, NY

They are currently displayed near the product cases.

Jill Keith
Enchanted Jewelry, Danielson, CT

This is a fantastic idea! I hadn’t thought of it, but I will definitely expand jewelry education materials.

Cathy Calhoun
Calhoun Jewelers, Royersford, PA

Good idea as a gift to VIP customers.



We asked our Brain Squad: What do you think will be the breakout category this holiday season?



“Stackable rings were a great trend this season! We sold several diamond and gemstone versions and even custom designed several options. They are also a big hit during bridal season. Every bride wants to put their unique twist on their engagement ring.”—Erica Lorenz, Michael & Sons, Reno, NV





“Organic art deco. We have been receiving more requests for structural art deco with vines and leaves incorporated. I think it’s going to be a breakthrough, even in architecture.” —Jennifer Farnes, Revolution Jewelry Works, Colorado Springs, CO





“I’m asked for men’s jewelry constantly. Something classy, functional, shows a taste for luxury but isn’t gaudy … we’re working on successfully filling that void.” — Jill Keith, Enchanted Jewelry, Danielson, CT





“We’ve seen a big demand for big signet rings, domed rings and large statement rings.”—Elysia Demers, Barnhardt Jewelers, Spencer, NC



1. Pamela Froman Crushed Melange stack with four 18K white, pink, and yellow “crushed” gold rings set with diamonds; the solitaire ring features a 1.23-carat silver Montana sapphire cut by John Dyer. $2,090-9,680, (323) 954-7436 | | 2. Alison Nagasue Spiral wrap ring in 18K green gold with diamonds (0.22 TCW). $4,800, (201) 926-0039 | | 3. David Heston Sterling silver bracelet with black diamonds. $3,500, (415) 499-7635 | | 4. Anabel Higgins Scout signet ring in 18K yellow gold with diamonds (0.61 TCW). $7,800, (626) 799-3109 |



Beth Bernstein is a published author of three books and jewelry and fashion expert with 18+ years experience. A broad knowledge of the history of jewelry and fashion coupled with a background in "the story", writing, trends, design concepts has earned Beth a proven track record.



Gene the Jeweler

Gene the Jeweler Gets Kicked Out of the Studio

In the latest episode (#42) of Gene the Jeweler, Gene is going about his business, recording a new episode. But that doesn’t last long. Four-time NFL Pro Bowl leading rusher Ahman Green walks in, and Gene finds that his time in the studio is over — whether he likes it or not. (See more Gene the Jeweler episodes at

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Cover Stories

THE INSTORE DESIGN AWARDS 2019 – Winners Announced!



Jewelry design is the lifeblood of our industry, and those on its forefront are constantly challenging the status quo, pushing boundaries in creativity and wowing jewelry lovers with their skill and passion. These are the creators we seek to honor with the INSTORE Design Awards.

For 2019, we expanded our categories from eight to 25, allowing designers more freedom to enter the best category for each piece. And we received more than 171 entries as a result. In order to determine the best of the best, we recruited a judges panel composed of nine retailers, all of whose businesses carry multiple designer lines, to vote on their favorite jewelry in a “blind voting” process. We also opened voting to all North American jewelry retailers online at, where more than 9,300 votes were cast to decide the “Retailer’s Choice” winner in each category.

And finally, as we have since our competition began, we recognize one up-and-coming designer who embodies the inventive spirit so long encouraged by our former colleague Cindy Edelstein, who passed away in 2016.

Now, turn the page and see the very best that our industry has to offer. Who knows, maybe you’ll find your next hot-selling line right here in this story!

Best Men’s Jewelry

Best Statement Piece


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Cover Stories

3 Simple Ways a “Good-Better-Best” Display Can Make You More Money

The success of these pricing strategies has been proven beyond dispute.




The success of thoughtfully implemented “Good-Better-Best” (G-B-B) pricing strategies has been proven beyond dispute. Look around. Airlines offer coach class seats with variable options. Allstate offers auto batteries with warranties ranging from 12-48 months at prices that vary disproportionately. Heating oil suppliers sell plans based on a monthly fluctuating rate as well as a “premium” package in which the rate is fixed for the season.

I read a recent article in the Harvard Business Review (“The Good-Better-Best Approach to Pricing,” by Rafi Mohammed) that made me wonder why retail jewelers were not taking full advantage of this strategy in their stores.

Twenty years ago, Allstate conducted research to determine just how much price really mattered to their insurance customers. They learned that drivers are very concerned that if they are involved in an auto accident, their rates will go up. They introduced three new policy levels to add to their “Standard” level policy. They have a “Basic” policy at 5 percent below “Standard,” a “Gold” policy (6 percent higher price), and a “Platinum” level policy (15 percent higher price). Last year, only 10 percent of their customers downgraded to “Basic,” while a whopping 23 percent upgraded from “Standard” to “Gold” or “Platinum.”

So what can we do in a retail jewelry store to take advantage of this tendency of consumers to move up in price when given attractive options?

Implementing a “Good-Better-Best” plan in your store has three benefits. One, it can entice new and existing customers to spend more. Two, it allows you to compete directly with lower-priced competitors, including Internet shops. And three, a G-B-B strategy will change your customers’ actions through consumer psychology.

Successfully offering a G-B-B option depends on the following considerations:

  1. The price level of the “Good” option should be no more than 25 percent below the price of the “Better” option. The “Best” option should be no more than 50 percent higher than the “Better” option. For example, if we have a $1,000 “Better” item, the “Good” option should be about $800, and the “Best” option about $1,400.
  2. There should be a perceived important difference between the “Good” and “Better” options that motivate the customer to opt up for the “Better” selection. Limit the number of features in your “Good” option to improve the perceived value of the “Better” option.
  3. Each option should be explained in four attributes that differentiate it from the lower-priced option.
  4. Signage should clearly explain the differences and costs of each option. Name each option intelligently. Don’t use descriptions that confuse the merchandise. There is nothing wrong with simply using “Good, Better, Best.”

When you are determining the price points for your G-B-B offerings, consult your “inventory performance by category” report in your inventory management software. This will tell you the average selling price of your current sales for each different category and style of merchandise. Your goal is obviously to sell more at higher prices, so consider a price about 10 percent higher than your current average sale as your “Better” option. For example, if your average diamond stud earring sale is $1,000 now, make your price points $899, $1,099 and $1,399.

Retail jewelers should benefit from the thoughtful implementation of the G-B-B principles. Here are some display suggestions for your store.

Diamond stud earrings and anniversary bands

Offer three grades of earrings in the most popular styles. The differences in stud earring prices are obviously predicated by diamond size and quality as well as mounting material.
Start with 14K white gold mountings with round diamonds in sizes ranging from one-eighth, one-quarter, one-third, one-half, three-quarters and one-carat sizes. Develop a source (internally or externally) that can provide three different qualities in all six sizes. Obtain a display arrangement that allows the three qualities and sizes to be shown with descriptions, as well as prices and monthly payment options. Add signage that explains each of the four differentiating points between the qualities offered. Put in place a reorder procedure that quickly refills the empty space when sales occur.


Make your most popular styles of engagement rings (halos, solitaires, sets, three-stone, etc.) and create a display with a G-B-B variation of each in a single tray. If you can, include several of these in each showcase. If you can direct your customer to those trays, you stand a better chance of easily up-selling the customer to a bigger size. Feature payment amounts to make it easier for your staff to sell up.

I am a big believer in organizing your bridal showcase by style, not by vendor brand (unless it is a very recognizable national brand) or diamond size. That is how your customer shops. With all your halo choices collected together in a single part of the showcase, you’ll find it much easier to move up in price and keep your customer from having to visit several showcases in order to see your selection.

Other merchandise

Follow this same strategy. Choose your most popular designs and identify what you can do to that item to be able to sell it at 25 percent less. Maybe it is a smaller stone or a metal change to silver. Make that new item your “Good” selection. Now revisit the original piece and ask what you can add to the design to make it worth 25 percent more. Make that your “Best” choice, and display them all together with prices and payments.

If you are successful with such a strategy, it could make both your customer and you very happy. Your store would be easier for your customer to shop, and your inventory could shrink to fewer pieces offered since your sales are more concentrated in your G-B-B offerings.

Give it a try and see what happens to your average sale. If it works, expand it. If it doesn’t, try something else. Be sure you track the results of your efforts to know what has worked and what has not.

Retail jewelry is hard enough without leaving money on the table when the customer is already in your store and poised to buy. Implementing this strategy might just move your results from “Good” to “Better” to “Best.”

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Cover Stories

E-Commerce for Everyone: Let Your Customers Buy Something Where & When They Want To



E-commerce has been vilified by many independent retail jewelers as an under-cutting, price-conscious evil entity intent on stealing hard-earned business from brick-and-mortar stores while ripping their profit margins to shreds.

At this point, though, it’s more or less a matter of if you can’t beat them the way you’ve been operating, you’d better consider joining them.

It’s time to rethink e-commerce as a viable option for you, the independent brick-and-mortar-based jeweler, but also to understand what it takes in dollars and time to drive traffic to a website, says Ben Smithee, digital-marketing expert and CEO of The Smithee Group. The big online players didn’t get where they are without investing considerable time and money into marketing, social media and search-engine optimization.

In other words, simply enabling e-commerce is not like flipping a switch and watching the money pour in. Instead, imagine you’re opening a second store. How much planning and preparation would you put into that? You’d work with a store designer. You’d hire more staff. You’d invest in advertising.

“Most people grossly underestimate what it takes for advertising to send people to the site,” Smithee says. “A lot of them expect to have overnight sales. Start with realistic expectations — they should be thinking about selling one, two, three things a week or a month to start and ramping up from there. Without realistic expectations, they will decide it doesn’t work and will quit,” Smithee says.

Independent jewelers like Tim Wright of Simply Unique Jewelry Designs in Yorktown, VA, have been reluctant converts in recent years. Wright says he realized in the past year that his company has to be searchable and sell its wares online. If not, he says, “We will go away like other independents in our area.”

It took time for Wright to wrap his head around the idea. “I cannot imagine people ordering jewelry, especially our one-of-a-kind pieces, off the Internet, but we are working on a new website to be more searchable and to be able to sell off of it. The basics we all have survived on over the years are not selling in the store anymore because of the Internet.”

Shane O’Neill, vice-president of Fruchtman Marketing, advises independent jewelers to temper their expectations when they turn to e-commerce.

Most jewelers are not going to see significant amounts of e-commerce, he says, because the marketing perspective is much different between traditional stores and online stores. “If they are marketing around a 20-mile radius, we still know that people want to touch and feel the jewelry,” says O’Neill. Plus the data that millennials don’t shop in stores isn’t necessarily true. They shop in bigger numbers than Gen X or baby boomers do. But they shop online with the idea of browsing and checking out pricing, and so they expect a shopping experience with all of the details revealed, O’Neill says.


The preparation it takes to be ready for e-commerce almost certainly will result in increased sales in the store.

“They probably have checked all the boxes in terms of a good user experience, descriptions, photos, categories of metal type and have galleries of multiple products,” O’Neill says. “When someone comes to the website and they have the ability to have a great browsing experience, they make purchasing decisions based on that. When they stop in the store, you should have a higher closing rate. To me, that’s an e-commerce transaction, too.”

The website should be like your second store, O’Neill says, in terms of how you relate to the customer online: “How you flow people through your site is like what a sales associate does in the store.”

For Janne Etz of Contemporary Concepts in Cocoa, FL, e-commerce has grown steadily over the past two years from 35 percent of her business to a solid 50 percent. “You have to pay serious attention to it,” she says. “It is not a set-it-and-forget-it operation. What works with e-commerce this month will evolve into something else next month. It’s a constant learning process. I continue to study and learn and implement the newest techniques, so I can continue to grow!”

Stephenie Bjorkman of Sami Fine Jewelry in Fountain Hills, AZ, says an e-commerce-enabled website seems like a huge project, and it can be. But start somewhere, she says. “Just do it, or just do something,” she says. “Get ready to flip that switch. Take on little bits and pieces at a time and set goals. I am so far from anywhere near where I want to be, but my marketing department and I sat down and made a monthly calendar so that we could plan all of our marketing, social media, blogs etc.” Bjorkman’s team also worked on posting pieces for sale in groups of 24 at a time.

If even this seems like too much, start with making time for your own social media. Friend your top 100 clients and start from there.

“I think you need to make a plan, then work your plan,” Bjorkman says. “You can begin by doing this in the evening when you get home. Or have one of your employees spend an hour a day on it. The first step is that every day you should be posting on social media. Post real pictures and start creating your online image. Connect your posts to your website and tell them how to buy.”


E-Commerce Continues to Evolve in an Omni-Channel World

Borsheims of Omaha, NE, has been selling online since 1998 and today has seven associates dedicated to e-commerce.

“We’ve seen tremendous growth in the channel,” says Adrienne Fay, director of marketing and business sales — a 40 percent increase year over year in online sales for the past two years. This year that trend continued with a huge lift in January and February. The e-commerce staff is involved in navigation, digital photography, answering questions and virtually holding hands as needed. They also fulfill the orders — 99.9 percent of the inventory is in the store already.

In March 2018, the company introduced a new website that made online purchases easier on all devices, while updating their ring-builder tool to make it both more user-friendly and more luxurious-looking, says Andrew Brabec, director of e-commerce. “A lot of our customers will utilize their mobile device first and then make a purchase on their desktop. They prefer the process on the mobile device; it’s easier, faster.” Chat is used more than ever by customers looking for a promo code or to ask a quick question, but few purchases take much hand-holding.
One reason for that is that the new website is designed to anticipate questions that shoppers might have. Photographing jewelry items next to coins, for example, allows customers to gauge the size of the piece quickly and easily. “The main questions we get are: What size is this? And how does it look on someone?” Brabec says. One goal is to provide more views of each product.

“We try to replicate our customer service online,” says Fay. “It’s a strategic investment. We look at shoppers in an omni-channel fashion. Not as an e-commerce customer, not as a store customer. Simply a customer. We want to be able to knock their socks off in all channels.”

Shoppers who convert to online sales represent a wide demographic — established customers, gift shoppers, fine jewelry shoppers. Average order fluctuates, but recently it was $263. “We definitely have sold items that retail in the tens of thousands. Not every day, but it’s not unusual,” Fay says. Customers log in from all over the U.S. and the world; international checkout is available with exact pricing.

What’s next? Borsheims is testing out products to provide shoppers with 360-degree views of products, a technology that is increasingly common in other industries. Another huge goal is to get 97 percent of their products visible online; currently that number is about 74 percent. “We want to see more items in the cart, too, so we’re working on ways to up-sell in the cart by showing related products,” Brabec says. “In addition, we are going to evaluate pages to make them faster and more effective.”

The year 2020 represents Borsheims 150th anniversary. “And you don’t survive that long if you don’t evolve and grow and roll with the punches,” Fay says. “We used to say we at Borsheims are going to tell you as customers what you need to buy. Now we respond to what they are looking for with content and expertise and education.”



Growing Fast on Etsy

Bailey Lehrer founded Ringcrush, a start-up online jewelry store, selling $30 to $60 jewelry items on Etsy. She started the business with $700 and turned a profit immediately.
“We were able to grow in two years really quickly,” Lehrer says. “I did a little under $1 million on Etsy and another $300,000 on Amazon. It made sense for me to start up online. Etsy is really friendly to people who want to experiment.”

Lehrer says that while high-end diamond solitaires aren’t the norm on Etsy, moissanite rings are moving fast, as are other non-traditional types of diamond engagement rings, usually with an artisan design or a unique setting. “Etsy is primarily for 25- to 35-year-old women,” she says. “A lot of them still want that look and they can swap out the stone later. One of the most popular rings looks like a hand-carved band with a diamond solitaire in the center.”

Bailey Lehrer, founder of Ringcrush

The process of opening a shop on Etsy is easy, Lehrer says, because they hold your hand through the whole process. Still, there’s more to it than just opening. “You have to understand your competition and price point. It can be cutthroat with common items, and there are people from other countries selling items with razor-thin margins. You need something unique. That way you can raise your price.”

Her point of differentiation is pieces of raw gemstones. “So I still focus on precious stones like emerald and sapphire, but I’m able to sell them at $60 because I get them uncut. They’re still blue if it’s a sapphire; still green if it’s emerald. It’s kind of a unique aesthetic, so it’s easy to stand out.”

Another thing to keep in mind, Lehrer says, is that there is clear evidence shoppers will convert to making a purchase if the product is photographed on a white background. “Know how to take great pictures,” she says.


Mullen Bros.

They Want to Be Your Local Jeweler, No Matter Where You Are

Bob Mullen is owner and founder of Digital Jewelers Academy, as well as an owner of the family business, Mullen Bros. Jewelers in Swansea, MA.

For several years, Mullen and his family pondered the “what ifs” and the concerns they imagined would come with e-commerce while they experimented with product catalogs on their website. “What about stock? What about if we sell things that are sold out? What about fraud? But it’s like having children: If you wait till you’re ready, you’re never going to do it.” In 2014, they began selling online through Shopify and realized $100,000 in revenue the first year.

“In terms of problems, the same things that I thought in my mind would be problems DID happen, but it was not that big of a deal to overcome them. In terms of inventory, it was about keeping things on the site that would be accessible and in stock, unless it’s something like bridal. We only work with designers who have products available that we can get quickly.
“Like anything else, there is no one thing that made it happen. It’s like Jim Collins wrote in the book Good To Great. You build momentum, and it gets easier and easier. It’s the trial and error of learning our audience, learning what they respond to, and looking at Google Analytics.”

Now Mullen, a marketing major in college, is working with other retailers on e-commerce goals. Digital Jewelers Academy, in partnership with Gemsone, administers a private Facebook group with instructional videos and an online posting service. “It’s about e-commerce, creating engaging content, Facebook ads, email strategy, website conversion.”

How much time does e-commerce take? “If you’re budgeting 10 to 15 hours a week of someone’s time, you can make a lot of progress if you know what you’re doing. You can be much more efficient in three hours knowing what you’re doing than 10 hours wandering around.”

Bob Mullen, owner and founder of Digital Jewelers Academy

“The No. 1 question I’m asked is regarding differences in inventory and pricing between the website and physical store. A lot of jewelers feel like they should treat the website like a separate store with lower prices to attract business. But unless you’re trying to build a nine-figure company, you should target a customer most like your own.

Mullen’s average ticket online is around $600, which is higher than in his store. “Our biggest sale was $17,000 and it goes down to $99 here and there. The sweet spot, like anything in jewelry sales, is $200 or $300. But the idea that people are just going online and plunking down 10 grand is a myth.”

The key to success is to provide the same level of service you do in your store. “In my opinion, I can service people a lot better than whoever is manning the call center at Blue Nile,” says Mullen. “You can sell an engagement ring in 10 minutes or have multiple visits over four hours in the store; online, it might take three to six emails. It’s about being proactive and being prompt about responding when people email.”

Local limits mean little when it comes to e-commerce, Mullen contends. “People respond nationally to the same things people respond to locally. Our industry loses 1,000 stores a year. When their jeweler closes, people have to go online or find another local store. More and more people are going online as a result, and are happy to work with a local jeweler, wherever you are. Meet them where they are.”



“We Are Definitely on Our Way to Our Goal”

Last year, Stephenie Bjorkman of Sami’s Fine Jewelry decided that her website and online sales needed to be a priority. But she also knew it was tough, if not impossible, to find time to own the store, work with vendors, manage employees, pay bills, oversee marketing and launch e-commerce.
So she hired one person and then a second person to make it happen.

Stephenie Bjorkman of Sami’s Fine Jewelry

“The only way I could do this was to have a dedicated person to take pics, write descriptions, update events, blogs, social media and more. What is really scary is that I see such an importance in this job, I have already hired her an assistant.”

It hasn’t necessarily “worked” just yet, says Bjorkman. But it is working. “Since I hired devoted staff members, I have seen a 30 percent increase in online sales, along with tons of daily mentions in the store. All of this proves that in the end, having a marketing person is well worth it.”

Online, Bjorkman sells branded items, including her own Animal Rockz line, a custom sterling-silver line of jewelry available in 38 different pet breed varieties. “My store is full of animal lovers, so this is easy for us to be passionate about. We seem to sell at least one of these a day. Prices range from $35-$60 plus shipping. The magic numbers seem to be in the $250-$500 average range. But, with that said, I sold a $30,000 diamond off my website and a $25,000 estate diamond from my e-blast.”

Sales are considered and tracked as “online sales” if everything is done online.

“If you do sell it 100 percent online, you need to handle them like any other client. Answer quickly, make them feel special. We do chat by phone, by social media messengers, text them, and even send them videos. It is a lot of work, but the good news is that it works.

“Our e-commerce actual sales do not currently represent a large amount of my overall business. A two-year goal for me is to sell as much as having a second store. E-commerce also represents the best type of marketing you can do for your business. Long before you advertise in a newspaper, magazine, etc., you should take time to do your online marketing, social media, e-blasts and blogs.”

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