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Top Selling Jewelry Brands in November

Allison-Kaufman and Gabriel & Co. topped the survey.




Top Selling Jewelry Brands in November
  • We had a nice month with Cynthia Ann. Granted, we had a trunk show with her, but there’s a pretty loyal following that made it a good turnout. — Marc M., Midland, TX
Top-selling jewelry brands in November

Allison-Kaufman (3), Gabriel & Co. (3), IDD (2), Overnight Mountings (2)

*Brands mentioned by at least two of 91 respondents.

  • Lab-grown loose from IDD remains strong. Custom semi-mounts from Shah Luxury’s Carizza collection very strong. Starting to see increase in natural diamond sales. — Dan L., Concord, NC
  • Custom design engagement rings with lab-grown diamonds. Usually customers under the age of 40. — Tim S., Mobile, AL
  • Bridal custom jewelry with lab-grown center diamonds from Stuller and Overnight Mountings. — Frank S., Plantation, FL
  • Seiko watches, Allen Design clocks, Kit-Cat clocks. — Jonathan C., Southern Pines, NC
  • Branded diamonds because of their incredible sparkle and the story behind them. Quality customers who are not just looking for the cheapest price and want to have value are the ones who buy them. — Susan E., El Paso, TX
  • We do an annual Black Friday sale where we put everything that is over a year old on sale that day only for 10% over cost. Great way to move aged inventory and very effective. — Joe T., Lubbock, TX
  • The straight-line diamond tennis necklace did well. It’s appealing to layer with other necklaces and has become a must-have for our customers. — Alex W., Torrance, CA
  • All yellow gold … pendants, hoops, earrings, lots of charms, lab-grown diamonds. — Liliana M., East Patchogue, NY

Monthly SALES Survey

How Were Sales Last Month Compared to November 2022?

WAY UP 25% OR MORE: 19%
UP: 23%
SAME: 33%
DOWN: 18%

Total Brain Squad Responses: 127

  • Ostbye bridal, Allison-Kaufman and T. Jazelle. — Sue P., Excanaba, MI

    Estate jewelry: nearly everyone is intrigued by selection. It sets us apart from other stores. — Eileen E., Decatur, IN

  • Shefi Diamonds products. — Joseph D., Rotterdam, NY
  • Custom restyling was big — lots of wedding ring updates! We’re seeing a lot of worn-out rings from the “pavé era,” a.k.a. 2010, when manufacturers started selling lightweight mountings to offset the higher gold prices. — Beth C., Dublin, OH
  • Diamond waves and diamond star jewelry by Shula NY have sold multiple times, to the point where we are ordering back stock. — Shula’s jewelry fits our island lifestyle. Rick N., Fernandina Beach, FL
  • It’s been a good month for engagement rings and bands. We’ve done well with Yael Designs in November. — Andrea R., El Dorado Hills, CA
  • Handmade pendants that we made here in the studio. Bought by “artistic types” who consider themselves trendsetters in local fashions. They look for the out-of-the-ordinary designs and demand craftsmanship and real gemstones. — Susan M., Dunedin, FL
  • Shinola, lab-grown diamonds and Ania Haie. — Krystal S., Plymouth, MI

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.



Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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