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These Were The Hottest Selling Jewelry Brands For December (According To Our Brain Squad)

Rolex was at the top, with John Hardy close behind.

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Top-selling jewelry brands in December

Rolex (9), John Hardy (8), Gabriel & Co. (7), Lafonn (5), Stuller (5), Allison-Kaufman (4), Ania Haie (4), Frederic Duclos (4), Gemsone (4), Vahan (4), ASHI (3), Bassali (3), Berco (3), Cargo Hold (3), David Yurman (3), Hearts On Fire (3), Keith Jack (3), Michou (3), Nicole Barr (3), Pandora (3), Roberto Coin (3)

* Brands mentioned by at least 3 of 202 Brain Squad members when asked what they would be reordering in January.

  • People of all ages are loving those lab-grown diamonds! From bridal to studs, they have been a nice boost to profit margins! — Mark Kasuba, M. Edward Jewelers, Pittsfield, MA
  • Our basics diamond business continues to be strong (studs, line bracelets, etc.). Branded goods such as David Yurman, Rolex, Mikimoto, and John Hardy are still very strong! — Lowell Kronowitz, Levy Jewelers, Savannah, GA
  • Allison-Kaufman really came through for us this December as best sellers within the store, but they also got us some special orders on time to make our shopping friends happy! — Annette Kinzie, Leonard Jewelry, Stillwater, OK
  • ASHI Lovebright collection did well. Good look for the money. — Bill Elliott, Ross Elliott Jewelers, Terre Haute, IN
  • Kit Heath silver. Just put it in for the holidays and sold through it. — Michael Kanoff, Michael’s Jewelers, Yardley, PA
  • Carizza bridal from Shah Luxury, Flexi diamond rings and bangles from Iddeal Jewelry, $299-$999 priced diamond earrings and fashion pendants from Gemsone. — Dan Levinson, Ellis Jewelers, Concord, NC
  • Our hottest item was Carla‘s new floating jewelry series (ruby, sapphire, emerald, and turquoise). Diamond studs seemed to do well, along with small diamond pendants. — Allison Leitzel-Williams, Leitzel’s Jewelry, Myerstown, PA
  • We did really well with Michou, Tracy Arrington, Ania Haie. Classic pieces like diamond stud earrings are always in style and are the perfect gift. — Shannon Akridge, Clater Jewelers Diamond Center, Louisville, KY
  • Roberto Coin and Mikimoto were our stars. Lots of diamond studs and hoops. Not a great bracelet year. — Steven B. Goldfarb, Alvin Goldfarb Jeweler, Bellevue, WA
  • It was the year of the bracelet for sure. Flexible and expansion diamond bracelets from Variety Gem were hot! — Travis Piper, Piper Diamond Co., Vincennes, IN
  • Very few sales from the showcases but lots of custom pieces that consisted of taking pieces apart and making multiple matching items for members of the same family. I had four families that had me do that this season. — Dana Danford, Megagem, Anchorage, AK
  • Gemsone was our best seller. We saw several customers come in with their holiday flyer that we mailed out. — Gregory Fliegauf, Fliegauf Jewelers, Washington, NJ
  • Our silver and gold/silver jewelry category was excellent, including John Hardy (new this year) and Vahan, Some years are diamond stud years, and this year was one. Hearts On Fire sold well. — Richard Frank, Goldstein’s, Mobile, AL
  • Vibhor and Memoire: both very basic styling, extremely clean finishing and well priced. — Jon Walp, Long Jewelers, Virginia Beach, VA
  • Non-tennis diamond bracelets. Particularly Hulchi Belluni. Their price points and expandable links were a big hit. — Ralph Vandenberg, Vandenberg’s Jewellers, Edmonton, AB
  • Custom-made engagement rings with oval and pear diamonds. — Scott Lefcourt, Scottsdale Fine Jewelers, Scottsdale, AZ
  • Stack bands and stack bracelets from Gabriel & Co. and Sylvie Collection, larger diamonds, and Freida Rothman. — Robin Lies, Burnell’s Creative Gold, Wichita, KS
  • Elizabeth Locke and Damaso continue to be my best sellers. We also had a very nice season with pieces from Penny Preville. — Marc Majors, Sam L. Majors, Midland, TX
  • Aside from the normal diamond studs, we did very well with sapphire, ruby and especially emerald jewelry — who knew? These had been slow for years! — Debbie Fox, Fox Fine Jewelry, Ventura, CA
  • Custom lab-grown diamond engagement rings continue to be hot for our market. — Beth Cevasco, Scott’s Custom Jewelers, Fairlawn, OH
  • Diamond, diamonds and did I mention diamonds?!? Please don’t mention this to color, but they lagged way behind unless they were a designer label like Doves or Bassali! Custom rocked November and will present well in January, but was lackluster for the holidays, unless it was diamonds! — Denise Oros, Linnea Jewelers, La Grange, IL
  • Studs and oddly strands of pearls did well. — Rex Solomon, Houston Jewelry, Houston, TX
  • My wire-wrapped bracelets accounted for more than 60 percent of all my December sales. — Janne Etz, Contemporary Concepts, Cocoa, FL
  • Colored stone jewelry did very well for me. Stones from Scott Spurling and Kimberly Collins were a big help! Thanks guys. — Tommy Thobe, The Village Gem, Perry Hall, MD
  • Diamonds! Diamond studs, diamonds for engagement rings, diamond bands, diamond bracelets. Also, Montana sapphires and Montana Yogo sapphires, which are our specialty. The weirdest trend we saw were pins! We sold more brooches in December than we had in the previous two years! — Jennifer Hornik Johnson, Miller’s Jewelry, Bozeman, MT
  • Our own unbranded colored stone jewelry did terrific, and we sold lots of diamond stud earrings, and unbranded bracelets. Frederic Duclos was by far the best designer seller we had. — Brian McCall, Midwest Jewelers and Estate Buyers, Zionsville, IN
  • Hearts on Fire: because they outshine everything, and customers who experience one piece come back for more, every time. Gabriel fashion: because they have a great look for the price, and can fit into (almost) any budget. Diamond solitaire earrings: because they are classic! — Kim Hatchell, Galloway & Moseley, Sumter, SC

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.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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