Jewelers’ Choice Awards: How to Be a Contender

By Natalie Chomet | September 04, 2026

Top tips to maximize your chances for big wins in JCK’s annual Jewelers’ Choice Awards

Don’t miss the opportunity to submit entries for the 2027 Jewelers’ Choice Awards (JCAs for those in the know). The deadline is Oct. 28.

These annual awards from JCK, voted on by retailers, are a fantastic way to showcase the pieces you’re most proud of. If you win, you’ll have the satisfaction of knowing that retailers around the country have given you their votes of confidence. And the Editors’ and Influencers’ Choice Awards offer additional recognition.

Nelson Jewellery's Jewelers' Choice winner, the mantis — *Winner of Best Statement Piece ($10,000–$50,000): Nelson Jewellery’s Mantis brooch with 93.68 ct. tourmaline, 5.85 cts. t.w. sapphires, 1.4 cts. t.w. diamonds, and 1.22 cts. t.w. emeralds; $27,000*

Winners and finalists will be featured in the Best of the Best digital flip-book, which lives on JCKonline year-round; it’s also promoted via email and our social media channels. (Plus, the grand-prize winner is on the Best of the Best cover.) They’ll also get JCA branding to promote their pieces and an elegant plaque to display at the JCK show or in-store. An ad spread in the print issue of JCK magazine celebrates the first-place winners, just in time for the big preshow push.

So how can you make sure you have the best chance of winning? Here are top tips from JCA marketing experts.

2023 JCA best earring editor winner — *A Best Platinum Jewelry ($20,000 & Under) and an Editors’ Choice winner: Parlé’s Twilight Moon earrings; $17,955*

1. Choose Your Categories Wisely

The JCAs comprise 19 categories, with subcategories for various price ranges. So if you have a piece you’re particularly proud of, make sure you select the category (or categories) where it’s most likely to stand out from the crowd.

*The Silver Jewelry (Over $500) and Influencers’ Choice winner: Nina Lara Design’s art deco enamel champlevé ring in sterling silver with black Tahitian faceted pearl and white sapphires; $1,990*

As usual, categories are divided by metal, stone, and type of jewelry. But there are some less crowded categories to note as well: Gender-Neutral Jewelry, Fashion/Bridge, Mixed Metal, and Silver. These more niche categories could have fewer entries, skewing the odds in your favor.

2. Take Care When Taking Pictures

A beautiful, high-quality image of your jewel on a white background is the best way to showcase it. Does the piece look small? Is the resolution fit for print? (By that, we mean at least 8 inches by 10 inches at 300 dpi.) Is it displayed at an angle that highlights its uniqueness? The image you provide is the one impression voters will get of your piece. Make the most of it.

Khepri Jewels Jewelers' Choice Awards winner necklace — *The Editors’ Choice winner in Colored Diamond Jewelry: Khepri Jewels’ cartouche charm fancy color diamond necklace; $286,000*

3. Activate Your Fan Base

Think your job is done after you submit your entries? Think again! Upon entering, you’ll receive a marketing tool kit to help you get the word out during the voting period, Jan. 12 to Feb. 8, 2026. Be sure to send emails and post on social about your entries. Companies that are good at marketing themselves tend to receive more votes.

Ready to get started? As Wayne Gretzky once said: “You miss 100% of the shots you don’t take.” Go to jewelerschoiceawards.com for complete details and to submit your entries.

VOID WHERE PROHIBITED. Begins 9/8/26; ends 10/28/26. Official rules at jckonline.com/about-us. Sponsor: Reed Exhibitions, a division of RELX Inc.

Top: The 2026 grand-prize winner—and also a finalist in Colored Stones Over $30,000—was Vanessa Fernández’s Curva neckpiece of handcrafted gold with 32.14 cts. t.w. chrysoberyls; $150,000