The 2012 JCK Retailer Survey: Stock

Our annual JCK Retailer Survey gives the lowdown in five crucial categories of operations—store, stock, sales, staff, and salary.

Check out what jewelers had to say about their stock in 2012.

How have your sales in the following categories performed?

Silver, diamond rings, and custom work are on the rise, but beads, gold, and platinum are in decline.

Who is your largest vendor?

Stuller is the clear leader, scoring 2.5 times as many mentions as Rolex. Pandora rounds out the top three, while the rest of the top 10 belongs (mostly) to diamond jewelry suppliers.

How important are custom designs to your business?

For more than half of respondents, custom is a cornerstone of the business. How long before the rest of you get in on the game?

Are manufacturers’ brands becoming more or less important to your business?

As custom work grows, off-the-shelf jewels hold less appeal.


Do you buy gold or diamonds from the public?

Gold- and diamond-buying remain popular retail practices.

How has your gold-buying business been affected by the fluctuating cost of the metal?

The gold price is down from last year’s highs, explaining why only half of you are buying more gold in 2012, compared with 2011, when two-thirds reported an increase.

How important is buying gold to your business?

Six out of 10 respondents consider gold-buying important.

How important is buying diamonds to your business?

Nearly two-thirds of you say it’s important to purchase diamonds from the public.