Edahn’s Take: Analyzing the 2025 ‘$100 Million Supersellers’ List
In a special column for the State of the Majors, Edahn Golan breaks down what the top-performing fine jewelry sellers are doing right.

Conventional wisdom in many corners of the jewelry industry is that 2024 was an OK year for the U.S. retail market. Some will point out that sales figures were, at the very least, positive compared with 2023.
And it is true, to some extent.
Overall U.S. jewelry sales did increase, up on average by 2 percent, but the butter was not spread evenly.
Higher-end companies, such as Cartier-owner Richemont, and large mass retailers, such as Costco, successfully increased jewelry sales by double-digit percentages, as the 2025 State of the Majors “$100 Million Supersellers” list shows.
Pandora is another retailer with a notable increase in sales, also up double digits at the stores it owns and operates in North America.
While companies like Richemont, Costco, and Pandora pulled the average up, there were many retailers that recorded a decline in jewelry and watch sales.
Most notable among them are jewelry retailers with a lot of stores in malls.
As many of you are aware, malls are suffering from a decline in foot traffic and, as a result, sinking sales, making the once-popular shopping centers a less-than-ideal location for most retailers.
There were other factors that contributed to the industry’s so-so results for 2024, including lab-grown diamonds.
The Desire for ‘More’
American consumers, in a constant pursuit of a better price and “more,” are displaying an appetite for this diamond option that costs 85 percent less than natural diamonds and comes in sizes of 2 carats and larger, making them a fit for the more-for-less consumer.
For many retailers, this means their customers want a product they often would rather not sell.
The aversion is pure economics.
With the average lab-grown diamond unit price on a constant downward slope, declining faster than they can increase unit sales, retailers are in somewhat of a clash with their clientele.
Another driver is location.
As noted above, malls have lost their appeal.
In a more figurative way, location is also part of what is hurting online specialty jewelers.
Their marketing costs, aimed at top online positioning, are 20-30 percent of net income. Cutting back on marketing, which most did, negatively impacted their sales.
Finally, there is a cultural shift that must be considered.
In the past, men would consult the women close to their significant other—mothers, sisters, friends, etc.—about what ring to buy.
Often, the advice concluded with a warning, “And remember, don’t be cheap!” That pressured grooms-to-be to spend more.
Today, couples often shop together, and the pressure to spend is therefore reduced. Getting a large diamond at a much lower price is now not only possible but also acceptable.
Just look at the drop in the average price of diamond engagement rings over the last five years. What was once a $3,200 to $3,600 purchase averaged just $2,700 in 2024.
At specialty jewelers, the trend was no different. The previous average diamond engagement ring spend of $5,800 declined to $4,800 in 2024, for all diamonds.
While engagement rings set with natural diamonds sold, on average, for $6,700, their lab-grown diamond counterparts averaged just $2,600, or 61 percent less. That is significant, as no other jewelry item took such a divergent track in average consumer spending.
Considering the importance of the diamond engagement ring as an anchor product, retailers’ desire to pull away from lab-grown diamonds is understandable.
Add to that the drop in natural diamond prices, the jump in gold and silver prices, plus consumers’ withdrawal from previously popular shopping places, and we have the makings of limited growth.
Finally, there is another issue at hand. The figures above are all nominal gains.
In 2024, U.S. inflation eased but still averaged nearly 3 percent, which erased much, if not all, of the increased sales many companies had.
“The question is not if there is a desire for jewelry but, rather, can we succeed in creating an experience that will compel consumers to choose jewelry over other luxury products.”
— Edahn Golan, Tenoris
The Bright Side
Don’t lose heart; it’s not all bad. In fact, opportunities abound, as those that had a double-digit increase in sales show.
Here are a few of their strategies.
— Developing and constantly refreshing their brand, as did Pandora, Tiffany & Co. (part of LVMH), and many others.
— Offering high-quality, well-designed jewelry that has a lasting appeal, as many retailers do.
— Having a very well-maintained value proposition, as Costco does with its low (and probably flat) markups.
— Marketing to maintain a client base and increase demand.
Also, while the market is consolidating, many of the retailers that grew were primarily specialty stores, jewelry- and watch-only retailers, which comprised 57 percent of the “$100 Million Supersellers” list this year, up from 51 percent.
That tells us that specializing in your field is appreciated by consumers, especially if they are willing to spend above average.
There are signs of challenging economic times ahead for the U.S. market.
Historically, that has had a short-term negative impact on jewelry demand, followed by an early and large bounceback because jewelry is truly a necessity.
The question is not if there is a desire for jewelry but, rather, can we succeed in creating an experience that will compel consumers to choose jewelry over other luxury products.
It is largely in the industry’s hands.
The Latest

Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.


While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.

Creative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.

Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.

Next week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.

“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.

The wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.

As demand for custom jewelry grows, the company is expanding its services to support retailers.

The mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.

Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

He retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.

The organization elected its youngest vice president as it looks to draw in fresh talent.

Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

Sponsored by The INSTORE Jewelry Show 2025

Globally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.