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The Best-Selling Jewelry Brands During A Difficult Month Of Sales, According To Our Brain Squad

6 out of 10 jewelers reported sales down 25 percent or more.




Bella Cavo by Kelly Waters flexible and stackable sterling silver bracelets
Bella Cavo by Kelly Waters flexible and stackable sterling silver bracelets, $69.95-249.95,

Bella Cavo by Kelly Waters: good price point and birthstone items for Mother’s Day. — Linda Brown, Heritage Jewelers, Shelbyville, TN

Top-selling jewelry brands in May

Pandora (4), John Hardy (3), Rolex (3), Stuller (3), Breitling (2), CrownRing (2), Gabriel & Co. (2), Midas Chain (2)

* Brands mentioned by at least two of 150 Brain Squad members.

  • Nicole Barr! Her colorful enamel and silver creations scream spring and summer. — Annette Evans, RD Allen Freeport Jewelers, Freeport, ME
  • Anything we featured in our Facebook Live events! Ania Haie did especially well. — Allison Leitzel-Williams, Leitzel’s Jewelry, Myerstown, PA
  • Estate jewelry under $300. We just got in an estate of over 130 pieces and are putting it in stock, as well as posting it on Facebook and on our website. The bargain hunters are responding, but just the lower price points seem to sell. — Ed Menk, E.L. Menk Jewelers, Brainerd, MN
  • Martin Flyer diamond engagement rings: Most of this was pre-sold before the pandemic. Estate: sells every day! Ippolita: had a virtual trunk show for Mother’s Day. Rolex. John Hardy and Pandora. Also sold several miscellaneous engagement rings … love was not quarantined! — Steve Floyd, Floyd & Green, Aiken, SC
  • We were only open the last two weeks, and by appointment only, but we sold lots of men’s wedding bands, Lashbrook and Malo. — Robin Lies, Burnells Creative Gold, Wichita, KS
  • I sold my largest sale ever, and that’s the only thing that put May on the plus side. Without that sale, I would have been more then 50 percent down. — Craig C. Curtis, Belfast Jewelry, Belfast, ME
  • We sold stock items, diamond pendants, lockets. Lower end, which we do not usually sell. Probably because the malls are closed. — Meg Rankin, J. Rankin Jewellers, Edmonds, WA
  • We were in shutdown. Only curbside sales really and a couple of lab-created diamonds and two Hearts On Fire. — David Blitt, Troy Shoppe Jewellers, Calgary, AB
  • Breitling and Omega timepieces did much better than I expected. And we sold several pieces of jewelry, but it was all across the board with high fashion diamond goods, classic diamond goods to beautiful color stone pieces. Throw in an engagement ring or two with some Daum crystal sales, and that rounded out the month. Good month but very sporadic. — Marc Majors, Sam L. Majors, Midland, TX
  • We specialize in antique and estate jewelry, so little Victorian rings were selling great along with mid-century rings!! I need more! — Patty Gallun Hansen, Dorothy Gallun Fine Jewelry, Cedarburg, WI
  • Alex Sepkus, cute cosmic (moons and stars) jewelry from Midas Chain, and slim diamond bands from Coast Diamond. — Dorothy Vodicka, The Gem Collection, Tallahassee, FL
  • We had a great mix of brands selling. We sold lots of price points for Mother’s Day from brands like John Hardy, Roberto Coin and EF Collection. Breitling has been strong online for us with all of their new releases. Once we got open on May 18th, we experienced strong demand for Rolex as well. — Sean Dunn, J.R. Dunn Jewelers, Lighthouse Point, FL
  • Fire Polish Diamonds. They are 300 percent more brilliant and beautiful to view. — Bill Jones, Sissy’s Log Cabin, Pine Bluff, AR
  • Sylvie Collection engagement rings, anything Allison-Kaufman and GN Diamond studs. — James Wolf, James Wolf Jewelers, Mason, OH
  • Diamond engagement rings. Primarily our own branded signature product, plus A.Jaffe, Tacori, Noam Carver by CrownRing, and Simon G. Craig Husar, Craig Husar Fine Diamonds & Jewelry Designs, Brookfield, WI
  • Wedding bands. Seems like the Rona is making people want to get hitched! — Mary Jo Chanski, Hannoush Jewelers, Rutland, VT
  • Ruby was super hot: Bassali, Empire Corporation and Quality Gold pieces. Diamond bezel necklaces and repairs, tons of repairs. — Denise Oros, Linnea Jewelers, La Grange, IL

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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