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

4 years ago

October 18, 2021

INSTORE Staff Instore November 2021 Issue

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

75. Where is your store located by region?

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.

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%

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.