Hot Sellers

Retail Jewelry Stores Share Information About Their November Sales

46% of those surveyed said they were up from the same month in 2023.

Published

4 months ago

January 12, 2025

INSTORE Staff Instore January 2025 Issue

Retail Jewelry Stores Share Information About Their November Sales

Stuller 14K white/yellow natural diamond flat band (0.03 TCW), stuller.com

Stuller men’s wedding bands in 14K yellow gold continue to dominate, as well as plenty of custom designs and lab-grown diamond upgrades!” — BETH C., DUBLIN, OH

Top-selling jewelry brands in November

Gabriel & Co. 4, Stuller 4, Bassali 3, A. Ja e 2, Berco 2, Empire Corp. 2, Quality Gold 2, Roberto Coin 2

*Brands mentioned by at least two of 74 respondents.

Spark Creations colored stone jewelry. — Rick S., Gainesville, FL
Empire Corp. Beautiful jewelry. — Rosanne K., South Bend, IN
We spend the summer making beautiful pieces, the ladies start taking notes in July, and the sales start after Halloween. We will be mostly cleared out of our custom designs by the new year. All our finished pieces are in color, not diamond. So far this year, tourmaline is the hit. — Jo G., Oconomowoc, WI
Sorry, sales were still off from the election. But the top ones would be Quality Gold, Diamond Emotions and Stuller. — Loann S., Stillwater, MN
Gabriel & Co. They have something for everyone in most price ranges. — Cindy S., Southport, NC
Lab diamond engagement, studs. I bought a parcel of 1-carat-plus lab diamonds (50 pieces SI to VS, E to G) and have been using them for 2-carat earrings (retail $1,350) and 1-carat solitaire rings and pendants. Margins 4X. — Edwin M., Brainerd, MN
Lagos sold well, as did Hearts on Fire. Estate jewelry was off the charts for us! — Alan P., Wilmington, NC
Gold and diamond fashion basics and designer pieces, particularly Roberto Coin (contributed to by a trunk show) and our own production of diamond studs and bezel station necklaces. We saw a reinforcement of the recent trends in yellow gold as well as an appreciation of the quality in our diamonds selected for studs. — Jeff M., Knoxville, TN
Lab-grown diamond dangling earrings from Reflections Diamonds in the 2-carat total weight or bigger. These are a great self-purchase item for women who want a bigger look for a reasonable price. — Dan N., St. Augustine, FL
Bassali fashion, Berco bridal and Christmas jewelry, and Brevani diamond fashion. — Trevor W., Myerstown, PA

Monthly SALES Survey

How Were Sales Last Month Compared to October 2023?

WAY UP 25% OR MORE: 15%
UP: 31%
SAME: 21%
DOWN: 25%
WAY DOWN 25% OR MORE: 8%

Total Brain Squad Responses: 104

A. Jaffe bridal and Malakan diamond custom orders. We are a bridal store, and both represent quality and customization. — Jim C., Modesto, CA
Custom orders, many in the five-figure range, and many of our original pieces priced over $5,000 also sold out of the case. Could be because those had been in the case for some years, and their prices reflected a much lower gold price! — Eve A., Evanston, IL
Carla Corp., Fireworks Diamonds, Lashbrook. — Stew B., Natick, MA
DA Gold bracelets, lots of estate, Allison-Kaufman colored gemstones, Zina. — Kate S., New Oxford, PA
Shy Creation. Turned the case over already and had to reorder. — Michael K., Yardley, PA
Alamea’s interchangeable bangle toppers, and custom pieces that no one wants to do, haha! — Rick N., Fernandina Beach, FL
Nice mix of repairs, a couple custom pieces, and sales. We did a lot with our Stuller Showcase. We have had a link on our website since 2015. We do not get many who try it out on their own, but once I show people how to use it in the store, we have a great deal of success and business from it. — Cliff Y., Lowell, MI

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.

INSTORE Staff

Since launching in 2002, INSTORE has won 89 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

click to Comment(Comment)

Up Next

Retail Jewelry Store Owners Report on What Sold Best in December

Don't Miss

51 Percent of Surveyed Jewelers Reported Gains in October

Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success

After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone. Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently. The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.