Silver, Charms, and Diamonds Lead Mother’s Day Sales

Jewelers generally seemed happy with their Mother’s Day sales—scoring big with charms, silver, and diamonds purchased in honor of Mom. 

“Customers were positive, upbeat, and loving their mamas,” says Jim Woodard, owner, Woodard’s Diamond Showroom, Tullahoma, Tenn.

The store’s office manager, Lisa Dye, calls Mother’s Day “great,” finding that customers wanted Pandora charms and colored gemstones, particularly created ones from Chatham. 

Ashley Green, owner of Green’s Jewelers in Roxboro, N.C., says her sales were “awesome.” 

“Overall, the mood was up from past years—I was extremely pleased,” she says, explaining that her store sold a lot of Chamilia, JewelPops, and sterling silver, “since people are still hesitant to buy gold.”

Kayce Woodruff, salesperson at Tara and Co. in Searcy, Ark., also found the holiday “fabulous.”

“We sold a little bit of everything,” she says adding that charms did “wonderful.”

Sterling silver with diamonds—particularly for earrings—were the big winner at the Goldsmith Shop at Fond-Du-Lac, Wis.

Mother Day’s “went great,” says manager Julie Rydzik, although she still finds consumers “still pretty conservative.”

Lee Hauser, owner, Hauser’s Jewelers in Newport News, Va., thinks his store’s Mother’s Day did well because it coincided with other gift-giving occasions, like graduations.

“We’ve been up in sales a couple months in a row recently,” he says, noticing a much more positive consumer mood.

His store sold earrings, pendants, and diamonds.

Becky Hardinger, lead designer of Sam Edwards Jewelers in Chattanooga, Tenn., estimates her sales grew 10 percent over last year’s. 

“There was no particular item that sold better than the next,” she says. “We sold everything from lower-end items to pearls to higher-end pieces.” 

Sandi Brockert, general manager of Wesche Jewelers in Melbourne, Fla., thinks the “consumer mood was much better than the past few years.”

“We sold a lot of Ti Sento fashion jewelry and Chamilia pieces,” she says. “It is nice to see the return of diamond sales, which we haven’t seen in a while.”

Meanwhile, Heritage Jewelers in Seaford, Del., saw a “light pickup in sales,” says owner Laurie Langford.

“It was okay but not really exciting,” she adds.  “But it was a little more exciting than it has been around here in a while.” 

Sales included a “mish-mosh of stuff,” she says, particularly pendants and charms, and even a few engagement rings (“not sure what that’s about,” she adds).

Jen Hankin, director of communications for Joint Venture Jewelry in Cary, N.C., says that  “Mother’s Day isn’t a high volume time for our store, but with our event promos, it helped kick it up a notch.”

The store’s promotions included a “Girls Run The World Party,” a trunk show, and a pledge for donations for Girls On The Run, a nonprofit.

“Trends in purchases involved lots of earrings—diamond studs, colored stone drops, and sterling silver dangles,” Hankin adds.

JCK News Director