Events & AwardsJun 06, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
SurveysDec 16, 2013
This year, silver brings mixed results for retailers
National Jeweler recently polled and interviewed retailers about their seasonal sales of, and price points for, silver jewelry, a popular pick for holiday gifts. Here’s what they had to say.
This week’s survey focused on price points for holiday silver sales. A total of 613 retailers took the poll, which was conducted between Dec. 10 and 16.
New York--After reigning in the years of the recession, silver sales are beginning to retreat for some jewelers while others note they remain strong, as the price of gold hasn’t come down enough to move masses of consumers back to the metal.
A number of retailers interviewed by National Jeweler last week said their silver sales are down or flat as compared with last year, with customers choosing high-end diamond jewelry, gold and watches over silver.
“Silver sales have been soft for us,” says Jim Rosenheim, owner of Tiny Jewel Box in Washington. “Our business is trending toward the high end.” He adds that the “bridge area”--referring to jewelry seen as being on the border between fine and costume--has been soft at the store for more than a year.
Daniel Niebauer, vice president of operations at Ralph Miller Jewelers & Gallery in Erie, Pa., also says they’ve seen more customers gravitating toward higher-priced items, including gold.
Could it be due to gold’s lower per ounce price? Data from Kitco.com shows that the cumulative per-ounce price of gold is down 15 percent year-over-year, from $1,669 at this time last year to $1,417.
But that still doesn’t make gold jewelry cheap, retailers say, and it doesn’t even necessarily mean they can offer it at a lower price.
At Diamonds Direct in St. Petersburg, Fla. store manager Nick Gizzarelli Jr. says silver Pandora beads and bracelets are hot at the store. Customers look at gold chains but they aren’t moving too quickly as “there’s some sticker shock still.”
Retailer Susan Eisen, whose eponymous store is located in El Paso, Texas, says while the per-ounce price of gold has come down recently, the metal’s still more expensive than it was three or four years ago.
Kitco data backs up this claim. In 2009, the cumulative average price of gold to date was $972 an ounce and in 2010 it was $1,225, lower than the current year’s cumulative average of $1,417.
At her store, customers have adjusted to the idea that they’re buying designs in silver instead of white gold. Holiday silver sales are strong annually, and this year is no exception.
The store’s best-selling line is Lagos, a line Eisen first bought into 21 years ago.
At the time, they wondered if designer sterling silver was just a fad. More than two decades later, “we are still selling it like
crazy, designer silver,” she says, adding that other top brands include Scott Kay and Artistry.
Overall, she says the lower price of gold hasn’t affected customers’ mindsets.
“People don’t watch the market like we do. Plus we (retailers) haven’t bought a lot (of gold). A lot of jewelers didn’t buy a lot when the price was high,” Eisen says.
Price-wise, National Jeweler’s second holiday poll of the year shows that 85 percent of retailers expect the majority of silver sales to be $1,000 or less.
Breaking that down, the greatest percentage of jewelers who took the survey, 69 percent, said silver jewelry sales would be $500 or less while 16 percent expect the lion’s share of sales to fall in the $501 to $1,000 range.
A total of 10 percent of those surveyed said the majority of silver sales would range between $1,001 and $3,000 while only 6 percent expected most silver sales to ring up to more than $3,000.
Retailer Jim Alperin, whose eponymous shop is located in Pepper Pike, Ohio, a Cleveland suburb, says his silver business is up year-over-year but there’s two distinctly different groups of silver shoppers: those buying pieces priced at $1,000 and up and others who are purchasing pendants for $82.
“Silver has taken over a larger part of the market. I wouldn’t even carry silver at the start of (my) business because I didn’t really even think of it as fine jewelry then,” he says. “But now we’re doing really well with silver and diamond bracelets and we think that will continue for a while.”
--Senior Editor Hannah Connorton and Associate Editor Brecken Branstrator contributed to this report.
More on Surveys
The Latest
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Weekly QuizJun 05, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
MajorsJun 05, 2025
Platinum Guild International Updates Leadership TeamTwo existing executives have been given new roles.
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown DiamondsIt will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 SessionsFrom design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.
CrimeJun 04, 2025
10 Safety Tips for the Las Vegas Shows The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.
MajorsJun 04, 2025
Amy Curran Promoted at Hill & Co.Her new role is director of strategic initiatives.
CollectionsJun 03, 2025
In Her Latest Collection, Viviana Langhoff Is Leaning Into GoldThe designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.
FinancialsJun 03, 2025
Signet Jewelers Sees Turnaround in Q1 With Sales Ticking Up 2%On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.
CollectionsJun 03, 2025
Dakota Johnson Is Roberto Coin’s New Brand AmbassadorThe actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.
GradingJun 03, 2025
Mason-Kay Jade Adds ‘Fei Cui’ to Jade ReportsThe company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."
SourcingJun 02, 2025
Gemfields’ June Auction to Include 36-Carat RubyThe large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.
GradingJun 02, 2025
GSI Opens New Lab in Thailand Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.
TrendsJun 02, 2025
Amanda’s Style File: Three Gems for June Those born in June have a myriad of options for their birthstone jewelry.
SourcingJun 02, 2025
David Allouche Joins Grandview Klein DiamondsThe diamond industry veteran has been named its senior sales executive.
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment The company plans to raise the prices of select watches to offset the impact of tariffs.
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable EnvironmentBetween tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ NecklaceDesigned by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs InvalidHowever, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry LineThe pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.
Supplier BulletinMay 29, 2025
Inoveo Platinum Grain, Exclusively Distributed by StullerSponsored by Stuller
