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Who Took This Survey

The 2020 Big Survey was launched in mid-August and ran for about six weeks. During that time, 875 North American jewelers (all owners or managers) attempted to complete the online form, with most of the questions attracting close to 550 answers. Here, we break down the types of jewelers who answered the questions, their locations, size, and the services they offer.

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67. How many stores do you operate?

1
90%
2
7%
3-5
2.7%
6 or more
0.3%

68. Where is your (main) store located?

In a mall
2%
In a strip mall
23%
On a downtown street
33%
In its own free-standing building
25%
In a lifestyle center
6%
Office building/Business park
5%
Home studio
2%
On the Internet
1.5%
Other (please specify)
2.5%

69. In what state is your (main) store located?

USA map

The 2020 Big Survey attracted responses from jewelers in 48 states and Canada. Florida contributed the most, while West Virginia and Delaware were not represented.

70. Where is your store located by region?

big survey 2020 -store locations by region

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71. Which description of your business do you most closely identify with?

big survey 2020 data

72. Check the paid services offered by your store.

jewelry custom design illustration

Custom design
96%
Jewelry repairs
97%
Watch and clock repairs
63%
Engraving
71%
Other repairs (sunglasses, iPad screens, etc)
20%
Appraisals
86%
Consignment
37%
Jewelry rental
5%
Gold and other over-the-counter buying
76%
Jewelry safekeeping
5%
Other
2%

 

(Others included teaching metalsmithing, ear-piercing, trading gemstones and coins, jewelry restoration and other estate services, and loans on fine jewelry)

73. Which category most helps you stand out from your local competition?

Bridal
23%
Silver
1%
Estate
6%
Watches
3%
Colored gemstones
4%
Fashion jewelry
6%
Custom design
37%
Gold buying/pawn services
2%
Other
1%

74. How would you describe the market where your store is located?

Big urban market
10%
Suburban outskirts of a big urban market
15%
Medium-sized city (250,000-1 million people)
18%
Small city (25,000 to 250,000)
34%
Country town (up to 25,000)
18%
Resort area
4%
Other (please specify)
1%
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75. What is the total square footage of your (main) store?

Less than 500 sq feet
4%
500-999 sq feet
18%
1,000-1,499 sq feet
21%
1,500-1,999 sq feet
17%
2,000-2,499 sq feet
9%
2,500-2,999 sq feet
9%
3,000-3,499 sq feet
6%
3,500-3,999 sq feet
3%
4,000-5,000 sq feet
5%
More than 5,000 sq feet
6%
NA
1.5%

76. How long has your business been in operation?

1-5 years
5%
6-10 years
5%
1-20 years
13%
21-30 years
16%
31-40 years
19%
41-50 years
15%
51-100
20%
100-150
5%
More than 150 years
1%

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

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