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

2 years ago

November 20, 2022

INSTORE Staff

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

67. Where is your store located by region?

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%

Windsor Jewelers: Building for Tomorrow with Wilkerson

After 43 years in the jewelry industry, Windsor Jewelers' President Rob Simon knows the value of trusted partnerships. When planning a store expansion in Winston-Salem, North Carolina, he turned to Wilkerson to transform existing inventory into construction capital. "There have been very few companies I've dealt with that I totally trust," Simon shares. "Wilkerson understands their success is 100% based on your success." The partnership enabled Windsor to fund new showcases and construction while maintaining their position as their community's premier jeweler. For Simon, the choice was clear: "Over the years, I've been abused in every direction there is by different people in this industry, so I know what to avoid. One company not to avoid is Wilkerson."