The Basics

The 2021 Big Survey was launched in mid-August and ran for about six weeks. During that time, almost 700 North American jewelers (all owners or managers) attempted to complete the online form, with most of the questions attracting close to 450 answers. Here, we break down the types of jewelers who answered the questions, their locations, size, and the services they offer.

Published

2 years ago

October 18, 2021

INSTORE Staff Instore November 2021 Issue

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

The Big Survey 2021: The Basics

75. Where is your store located by region?

The Big Survey 2021: The Basics

76. How many stores do you operate?

1
88%
2
8%
3-5
3%
6 or more
1%

77. Is your (main) store:

In a mall
4%
In a strip mall
24%
A downtown shopfront
32%
In its own free-standing building
24%
In a lifestyle center
5%
Office building/Business park
7%
Home studio
1%
On the Internet
1.5%

78. How would you describe your market?

Big urban market
9%
Suburban outskirts
19%
Medium-sized city
17%
Small city
31%
Country town
19%
Resort area
3%
The whole world – we’re online
2%

79. Describe your store

Full-service jeweler (offering repairs and other services)
76%
Jewelry retailer
10%
Custom design store
7%
Online jeweler
1%
By-appointment jeweler
4%
Pawn shop
0.5%

80. Check the paid services offered by your store

Custom design
96%
Jewelry repairs
96%
Watch and clock repairs
63%
Engraving
71%
Consignment
35%
Over-the-counter buying
70%

81. What were your total sales in 2020? (If you have more than one store, please tell us the average per store.

The Big Survey 2021: The Basics

82. Which category is your business’s “strong point” (the category that helps you stand out from the competition).

Bridal
34%
Silver
2%
Estate
5%
Watches
2%
Colored gemstones
5%
Branded jewelry
2%
Fashion jewelry
5%
General jewelry services
14%
Gold buying/Pawn services
0.5%
Custom design
27%
Other
2%

83. What is the total square footage of your (main) store?

Less than 500 sq feet
5%
500-999 sq feet
17%
1,000-1,499 sq feet
23%
1,500-1,999 sq feet
18%
2,000-2,999 sq feet
18%
3,000-3,999 sq feet
8%
4,000-5,000 sq feet
5%
More than 5,000 sq feet
5%

It Was Time to Make a Decision. It Was Time to Call Wilkerson.

Except for a few years when he worked as an accountant, Jim Schwartz has always been a jeweler. He grew up in the business and after “counting beans” for a few years, he and his wife, Robin, opened Robin James Jewelers in Cincinnati, Ohio. “We were coming to a stage in our life where we knew we have to make a decision,” says Jim Schwartz. He and Robin wanted to do it right, so they called Wilkerson. The best surprise (besides surpassing sales goals)? “The workers and associations really care about helping us move out own inventory out of the store first. It was very important to us.”