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The Top-Performing Jewelry Lines in January, According to Our Brain Squad

Lab-grown diamonds and custom design also continue to be popular.




  • Shy Creation because of the price point, especially after customers already spent a lot throughout the holiday season. Sylvie Jewelry mountings for Valentine’s Day proposals. Lots of gold vermeil. Lafonn because of great quality at a low price point. — Daniela Balzano, Water Street Jewelers, Guilford, CT
Top-selling jewelry brands in January

Stuller (4), Gabriel & Co. (3), Vahan (3), Allison-Kaufman (2), Carla Corp. (2), Heera Moti (2), IDD (2), Lafonn (2), Sylvie Jewelry (2)

*Brands mentioned by at least two of 107 respondents.

  • Complete engagement rings by Craft Lab. Custom semi-mounts by Shah Luxury. Larger lab-grown diamonds by GN Diamond. — Dan Levinson, Ellis Jewelers, Concord, NC
  • Lab-grown diamonds are still rocking with our bridal partners, Zeghani and Gabriel & Co.. — Karen Hollis, K. Hollis Jewelers, Batavia, IL
  • Samuel B is doing nicely for us. We’re also doing great with loose diamonds from Pluczenic and we had some great sales success with AG Color. — Andrea Riso, Talisman Collection, El Dorado Hills, CA
  • Diamond jewelry including diamond eternity bands from Ava Couture. Why sell only the top when you can sell all the way around! — Jon Walp, Long Jewelers, Virginia Beach, VA
  • Diamonds by the inch, necklace and bracelets. Stackable rings in gold. Lab-grown studs. Aurelie Gi. — Laurie Langdon-Gerber, Elisa Ilana Jewelry, Omaha, NE
  • Hinged bangle bracelets did well. From plain ones to stone encrusted ones, they all met favor. Especially the wider flat styles. — Alex Weil, Martin’s Jewelry, Torrance, CA
  • A. Jaffe engagement rings and wedding bands, Sylvie Jewelry engagement rings and wedding bands, lab-created engagement rings. — Nate Auerbach, Mark Allen Jewelers, Santa Rosa, CA
  • IDD bridal has been a good bread-and-butter line for us with great price points. — Bill Elliott, Ross Elliott Jewelers, Terre Haute, IN
  • Gabriel & Co. because they market like hell to our customers … that’s a pro and a con. — Alta Fernandes, Vail Creek Jewelry Designs, Turlock, CA
  • We are a diamond/bridal company, so that is always our big sellers. This year, we had a men’s wedding band event and did very well. Most of those sold were Lashbrook. — Jim Carroll, Rogers Jewelry, Modesto, CA
  • Repairs, lab-grown diamonds, Allison-Kaufman and Stuller. — Edwin Menk, E.L. Menk Jewelers, Brainerd, MN

Monthly SALES Survey

How Were Sales Last Month Compared to January 2023?

WAY UP 25% OR MORE: 13%
UP: 23%
SAME: 34%
DOWN: 20%

Total Brain Squad Responses: 149

  • Adjustable gold chains. Great add-on and customers are loving the options to customize lengths. Metal Marketplace is my favorite. — Allison Leitzel-Williams, Leitzel’s Jewelry, Myerstown, PA
  • Nancy B and Carla are beautifully made, easy-to-sell styles with amazing customer service. — Caitlyn Wilkinson, Renaissance Fine Jewelry, Brattleboro, VT
  • ArtCarved bridal. Rembrandt Charms. Carla earrings. — Eileen Eichhorn, Eichhorn Jewelry, Decatur, IN
  • Our January was filled with custom lab-grown diamond engagement rings and restyling projects. Our custom boxes are filled! — Beth Cevasco, Scott’s Custom Jewelers, Dublin, OH
  • Lafonn, Ashi, Heera Moti, Quality Gold, Stuller. — Diana Cooper, Parks Diamond Jewelers, Texarkana, TX
  • Natural diamond jewelry … in yellow gold! — Ila Manner Schulman, Golddiggers, Block Island, RI
  • We sold garnet jewelry as January’s birthstone, diamond pendants for anniversaries, and have had great watch sales from customers who are tired of the interruptions from Apple Watches! — Annette Kinzie, Leonard Jewelry, Stillwater, OK

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.



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.”

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