Bright Christmas: Diamonds Boost Holiday Jewelry Sales

Despite a year’s worth of industry trepidation, jewelry store sales over the 2015 holiday were largely positive—if not overwhelmingly so. In a post-season check of more than 20 independent jewelers, JCK heard of only a few declines, though a number said sales were flat and varied from month to month. Among the trends: Diamonds shone. The biggest seller at Thollot Diamonds & Fine Jewelry in Thornton, Colo.: “Diamonds, diamonds, and more diamonds,” says co-owner Troy Thollot. The same was true for Ventura, Calif.–based Fox Fine Jewelry: “It’s like we have two separate businesses now: diamonds and everything else,” co-owner Debbie Fox says. Among the biggest holiday sellers nationwide: studs, pendants, and engagement rings. “Christmastime seems almost busier than bridal season these days,” Thollot says.  Sales runner-up: gemstones. “We sold more ru

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