Top Tips to Maximize Your Chances in the Jewelers’ Choice Awards


It may seem early, but it’s already time to get your entries ready for the 2023 Jewelers’ Choice Awards (JCAs for those in the know).

These annual awards are a fantastic way to showcase the pieces you’re most proud of. If you win, you get the satisfaction of knowing that retailers around the country have given you their votes of confidence. And the additional Editors’ and Influencers’ Choice Awards have expanded jewelers’ chances of winning.

2022 JCA price point editor influencer winners
The 2022 Influencers’ Choice winner (14k yellow gold Swirl baguette and round diamond earrings by Asher Collection) and Editors’ Choice winner (14k yellow gold Diamond Double Butterfly studs by Shy Creation). The Asher earrings also won Best Price Point: $501–$1,000.

In addition to bragging rights, 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 featured on the Best of the Best cover.) They’ll also get JCA branding to promote their pieces and a glossy counter card to display at the JCK show or on a store counter. An editorial feature in the 2023 print issue of JCK magazine will celebrate the first-place winners, just in time for the big preshow push.

Marisa Perry 2022 JCA finalist
This 11.05 ct. antique cushion-cut diamond ring by Marisa Perry Atelier was a finalist in Best Bridal: Over $10,000 in 2022 (it also won Editors’ Choice in Bridal).

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

Get An Early Start

Take advantage of the early-bird period to get the best deal. If you start your entries by Sept. 30, you’ll save $25 on one entry and another $20 per each additional entry. Pro tip: Complete the fields on the entry form and pay by Sept. 30 to get the lower rates. You’ll still have until Nov. 4 to edit and finalize your entries (that includes the photos you upload too!).

Choose Your Categories Wisely

The JCAs comprise 22 overarching categories with price-point subcategories for each. So if you have a piece you’re particularly proud of, make sure you choose the category (or categories) where it’s most likely to stand out from the crowd.

Yael paraiba necklace JCA 2022 winner
This one-of-a-kind 18k white gold necklace with a 9.23 ct. pear-shape Paraiba tourmaline, 4.11 cts. t.w. marquise- and pear-shape diamonds, 0.26 ct. t.w. baguette diamonds, and 10.36 cts. t.w. round diamonds by Yael Designs won Best Necklace: Over $10,000 in 2022. It was also the Editors’ Choice winner in the Necklace category.

As usual, categories include metal (e.g., Gold, Silver, etc.), stone (Diamonds, etc.), and style of piece (Necklace, etc.). But there are some newer categories to note as well: Gender-Neutral Jewelry, Wedding Design (which used to be confined to Bridal, but has been expanded), and two show-related categories, Luxury Show Award and Design Collective Show Award. Lab-Grown Jewelry has been a category for a few years now, but it’s still relatively new. A newer category could have fewer entries, skewing the odds in your favor.

Put Your Best Foot Forward

Providing a beautiful, high-quality image of your piece on a white background is the best way to make sure that it’ll stand out. 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 best shows its uniqueness? The image you provide is the one impression voters will get of your piece. Make the most of it.

Parle Decembers Hue earrings 2022 JCA winner
The 18k white gold December’s Hue earrings with 3.92 cts. t.w. Sleeping Beauty turquoise, 2.42 cts. t.w. tanzanite, 4.01 cts. t.w. blue zircon, and 1.18 cts. t.w. diamonds by Parlé Gems won in the Colored Stones: Over $10,000 category in 2022.

Activate Your Fan Base

After you enter, you’ll get a marketing tool kit to help you get the word out during the voting period. From Jan. 16 to Feb. 10, 2023, the Voting Guide and voting site will be live. Send emails and post on social to get the word out about your entries. The companies that are best at marketing themselves tend to get more votes.

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

Top: 2022’s Grand-prize winner—and also the Best Bracelet: $2,500 & Under winner—was this Paper Hearts paper-clip chain bracelet with diamond-encrusted heart carabiner twist clasp by Shy Creation.

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By: Natalie Chomet

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