The Basics

The 2022 Big Survey was launched in mid-August and ran for about six weeks. During that time, more than 750 North American jewelers (all owners or managers) attempted to complete the online form, with most of the questions attracting over 400 responses. Here, we break down the types of jewelers who answered the questions, their locations, size, and the services they offer.

Published

1 year ago

November 20, 2022

INSTORE Staff

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

The Big Survey 2022: The Basics

67. Where is your store located by region?

The Big Survey 2022: The Basics

68. How many stores do you operate?

1
88%
2
9%
3-5
3%
6 or more
0.5%

69. Where is your (main) store located?

On a downtown street
33%
In its own free-standing building
28%
In a strip mall
24%
Office building/Business park
8%
In a lifestyle center
3%
Home studio
2%
In a mall
1.5%
On the Internet
0.5%
Other
1%

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

Big urban market
10%
Suburban outskirts of a big urban market
20%
Medium-sized city (250,000-1 million people)
17%
Small city (25,000 to 250,000)
30%
Country town (up to 25,000)
18%
Resort area
4%
Other (please specify)
1%

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

Full-service jeweler (offering repairs and other services)
79%
Jewelry retailer
9%
Custom design store
7%
By-appointment jeweler
4%
Pawn shop
1%
Online jeweler
0.5%
Other
0.5%

72. Check the paid services offered by your store

Jewelry repairs
96%
Custom design
96%
Watch and clock repairs
60%
Other repairs (eyewear, iPad screens, etc)
15%
Engraving
70%
Appraisals
86%
Consignment
34%
Gold and other over-the-counter buying
72%

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

Custom design
34%
Bridal
27%
General jewelry services
60%
Colored gemstones
5%
Fashion jewelry
5%
Estate
7%
Watches
4%
Gold buying/pawn services
2%
Other
2%

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

1-999 sq feet
18%
1,000-1,499 sq feet
23%
1,500-1,999 sq feet
15%
2,000-2,999 sq feet
10%
3,000-3,499 sq feet
6%
3,500-3,999 sq feet
3%
4,000-5,000 sq feet
6%
More than 5,000 sq feet
9%
NA
1%

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.”