What Sold in Stores During the 2012 Holiday Season

The holidays are the most popular gift-giving season of the year. Be they husbands, mothers, fathers, or siblings, shoppers visit jewelry stores looking for a valuable gift for those dearest to them. For three weeks, we asked retailers what holiday gifts were selling in their stores. Here’s what they shared:

Sterling Silver

Sterling silver was the shining star of the holiday season. Retailers across the country reported the popularity of the metal in all types of pieces.

Spratford Fine Jewelry, Overland Park, Kan. Sterling silver fashion pieces by Charles Garnier, $250. “The price point is important because solid gold would cost at least three times as much,” says storeowner Gene Spratford. “Our niche is really unique, cool items made by designers in the U.S. We like to sell these pieces that set us apart from the mall store.”

Duncan and Boyd Jewelers, Amarillo, Texas. David Yurman large over link chain bracelet, $395. “People have been buying these bracelets for years,” explained owner Ron Boyd. “They don’t go out of style.”

Button Jewelers, Wenatchee, Wash. Pandora holiday collection beads, $35. “We stocked up on quite a few of the holiday collection from Pandora. Those have been moving very well,” says store owner Joe Delagrave.

Diamonds

Diamonds were another customer favorite. Some retailers noted that diamond earrings always sell, while others called attention to engagement rings or pendants.

Iroff & Son, Alpharetta, Ga. Sapphire diamond earrings, $1,850. “These earrings are elegant, delicate, and clean,” says owner and graduate gemologist Brian Iroff. “A lot of men have been buying them for their wives. It’s a fast seller.”

Zorell’s Jewelry, Bismark, N.D. A. Jaffe diamond rings, $5,480. “We’re a bridal store, so we sell engagement rings all year round,” explains owner Tim Ell. “We see a spike in diamond rings this time of year.”

Limon’s Gems & Jewels, Bethesda, Md. Custom ideal-cut diamond studs, starting at $250. “We’re a small, family-run store, but we get a lot of classic customization requests for studs and rings,” explains store owner Cliff Limon, the founder’s grandson.

Jan Dee Jewelry, Chicago Custom pendants, $1,000–$1,500. “We’re selling more pendants this year,” says sales and marketing manager Cathy Luhrsen. “We do a lot of custom stuff and our customers are very much repeat customers. This year I think they’re feeling a little bit better about their budget.”

Bowman Jewelers, Johnson City, Tenn. Studio Petra Azar Evolution collection pendants, $200–$650. “The collection is called Evolution because you can change it between 40 different magnet pieces,” explains owner Linda Bowman. “It starts with a pendant, but then it has inserts of pearl or sapphire. It’s an add-on sort of piece.”

Personlized Jewelry

Personalized or message pieces were also big, adding an emotional touch to the jewelry.

Elisa Ilana, Omaha, Neb. Mothers’ sterling silver and birth stone bracelets, $280. “These bracelets have are personalized with the children’s names and birthstones,” explains creative director Cindy McAndrew. “It’s kind of a no-brainer for guys to get their wives.”

Kevin Edward Jewelers, Avon, Conn. Alex and Ani bangle bracelets, $24–$70. “They’ve been selling well because of the price point. Plus, they’re made in the U.S.A. and are all about energy,” store owner Kevin Gorkofsky. “They buy multiples and sometimes even for six or seven people.”

What trends did you see in your store this holiday season? Share your thoughts in the comment section below.