THE BIG SURVEY 2021 BACK AGAIN From recession to reopening to (a tremendous) recovery After so much grief and gloom, 2021 is shaping up to be the strongest year for jewelry sales in memory. In the 2021 Big Survey, we look at how jewelers are faring as the pandemic recedes, ask them what they’ve learned, how they’ve pivoted, what they are paying staff in these economically testing times and much, much more. Enjoy the filtered results of the 2021 Big Survey and don’t forget to look online at instoremag.com for more great survey stories. WHAT’S INSIDE Performance The Pandemic Selling Lab-Grown Diamonds Buying You, The Jeweler Retirement Management The Basics PERFORMANCE About half the jewelers in our survey made $100,000 or more last year. PANDEMIC Jewelers reveal their ultimate takeaway from the turmoil of 2020. SELLING Our jewelers choose their top performing jewelry brand of 2021. YOU, THE JEWELER It’s not all good. The 10 most overrated things about being a jeweler MANAGEMENT Check out our salary review for sales and bench positions. 4% of stores in our survey provide jewelry rental services. 60% Percentage of jewelers who consider themselves “dog people” 93% Percentage of jewelers who are white. 41 Number of stores from California who responded to the survey. The top figure for a state. 6 Number of years Gabriel & Co. has topped our Best Performing Brand poll. 29% Jewelers who wear formal attire to work.