JCK 5: Holiday 2010 Sales Trends

1. Beads and Charms: Still Strong

At Decker Diamond Jewelers in Ebensburg, Pa., Pandora “helped us move shoppers to the normal, non-beaded jewelry in the store,” says co-owner Daniel P. Decker.

2. Good Time for Men’s Watches

“We picked up Rolex last year,” says Doug Toone, chairman and founder of Jewelry Design Center in Spokane, Wash. “Sales of those watches, as well as Breitling and TAG
Heuer, were good.”

3. Stores Stocking Less Gold

Even though he thinks gold is really what consumers want, “the industry is shifting to silver,” says Marc Aronstam, owner of Indianapolis’ Aronstam Fine Jewelers.

4. Color Craze

“I literally sold every ruby ring in the store,” says Smith & Bevill Jewel­ers’ William Bev­ill. He also did well with sapphire, opals, and aquamarine.

5. Cash or…Check?

“We saw very little credit card activity,” says Sam Edwards, owner of Sam Edwards Jewelers in Chattanooga, Tenn. “People were coming with checks and paying with cash.”

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