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Who Are the Hottest Brands of October, According to Our Brain Squad? See Them Here

Re-orders seem to be the trend in October’s hottest brands.

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Who Are the Hottest Brands of October, According to Our Brain Squad? See Them Here

Our new diamond baguette jewelry from Allison-Kaufman have been fast sellers in pendants, earrings, and rings! Annette Kinzie, Leonard Jewelry, Stillwater, OK

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Top-Selling Jewelry Brands in October

Gabriel & Co. (10), Lafonn (6), Hearts on Fire (5), Pandora (4), Stuller (4), Allison-Kaufman (3), Royal Chain (3), Vahan (3), Citizen (2), Quality Gold (2), Rembrandt Charms (2), Tag Heuer (2)

* Brands mentioned by at least two of 134 Brain Squad members when asked what they would be reordering in November.

  • John Hardy’s fall collections are doing very well. Hearts on Fire is great and diamonds are going strong! Tonia Ulsh, Mountz Jewelers, Camp Hill, PA
  • Most reordered item, believe it or not, were the glass nail files from Quality Gold! Jewelry items that pushed our sales up were engagement rings and loose diamonds. Mark Butler, K.E. Butler & Company Jewelers, Vidalia, GA
  • Repairs were the driving force for such a big up percent. This month compared to last year this time, repairs jumped 417 percent. I must be doing something right or was just lucky. Craig C. Curtis, Belfast Jewelry, Belfast, ME
  • Sterling silver and gemstone pendants from Jessa J., diamond solitaire necklaces and custom custom custom. Beth Cevasco, Scott’s Custom Jewelers, Fairlawn, OH
  • We’re getting holiday ready and re-ordering everything! Officina Bernardi, ELLE and our New England favorite, Tom Kruskal! Mary Jo Chanski, Hannoush Jewelers, Rutland, VT
  • Tiny gold simple diamond pendants for layering! Linda McEathron, Design House, Waco, TX
  • Stuller is perpetually popular, while vintage silver continues to perform above expectations. Custom, higher-tier pieces are on order for the holiday season as well as custom belt coins. James Doggett, Doggett Jewelry, Kingston, NH
  • Custom and remodeling are hot! Jo Goralski, The Jewelry Mechanic, Oconomowoc, WI
  • Most definitely Vahan! Ashton Yates-Woolley, Yates & Co. Jewelers, Modesto, CA
  • Wedding bands were on fire this month. With all the September through November hurricanes the past few years, December weddings are becoming a lot more frequent here in Florida! Kelly Doyle, Beverly’s Jewelers, Fort Lauderdale, FL
  • Rose gold anything! Our stainless steel huggie earrings from ARZ. Sandra Locken, Sarini Fine Jewellery, Vulcan, AB
  • Meira T (trendy price point items in the $300-$800 range). Dean Abell, Sarah Leonard Fine Jewelers, Los Angeles, CA
  • Lab-grown diamonds continue to be a great selling category for us. Morgan Bartel, Susann’s Custom Jewelers, Corpus Christi, TX
  • Custom diamond anniversary and wedding bands made good bank this month. Lika Behar, Reko, CrownRing and S. Kashi were necessary reorders for the upcoming season! Denise Oros, Linnea Jewelers, La Grange, IL
  • Stuller and Lafonn birthstone earrings and rings, Stuller silver pendant chains, Rembrandt Charms, repair findings, loose diamonds and made-to-order CounterSketch engagement and gemstone fashion rings! Jill Keith, Enchanted Jewelry, Danielson, CT
  • Fashion pendants, earrings and bracelets under $300. Diamond pendants under $1,500. Diamond engagement rings from $5,000-$10,000. John Karom, Abby’s Gold & Gems, Uniontown, PA

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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When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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