MajorsNov 10, 2025
Jewelers Focus on Love, Joy In 2025 Holiday Campaigns Tiffany & Co., David Yurman, and Pandora have launched holiday campaigns depicting their jewelry as symbols of affection and happiness.
SurveysOct 05, 2017
50 Jewelers/50 States: South Dakota
In Brookings, the customers at Wink’s Fine Jewelry love their diamonds but have recently soured on the halo.
“We’re the number one jewelry store in South Dakota; just don’t tell that to my friends in Rapid City,” Wink’s Fine Jewelry owner Jerry Miller joked.
Brookings, S.D.--In 50 Jewelers/50 States, National Jeweler interviews one retailer in each of the 50 U.S. states to find out how they are meeting the challenges of the changing retail environment.
Jerry Miller purchased Wink’s Fine Jewelry in Brookings, South Dakota in 1981.
Miller has become a go-to in the area for diamonds, including loose stones he sources personally in Antwerp, Belgium. It’s a good thing, as the local population includes a university with many young people at the engagement stage of their lives.
Miller talked to National Jeweler about what they’re buying and his future plans for the business.
Jerry Miller purchased Wink’s Fine Jewelry in Brookings, South Dakota in 1981.
Miller has become a go-to in the area for diamonds, including loose stones he sources personally in Antwerp, Belgium. It’s a good thing, as the local population includes a university with many young people at the engagement stage of their lives.
Miller talked to National Jeweler about what they’re buying and his future plans for the business.
Wink’s Fine Jewelry was incorporated in Brookings, South Dakota in 1968. Today, Jerry Miller is the owner of the 1,800-square-foot store, which has six employees, one of which is Miller’s granddaughter, who hopes to take over the business one day.
National Jeweler: What’s the biggest challenge your store is facing today?
Jerry Miller: Millennials and competing with online shopping.
NJ: What’s the top-selling category at your store?
JM: Diamonds. Diamond engagement rings--we’re in a college town, South Dakota State University is here--as well as other diamond jewelry: diamond earrings, bracelets and necklaces.
NJ: What’s your top-selling brand?
JM: That’s easy, Wink’s Fine Jewelry.
NJ: Describe your regional customer.
JM: Our bridal customer is in their 20s. For the larger diamond purchases we have clients in their 40s to 70s. I couldn’t say if it’s more men or women but typically the young girls and women come in first to look, then bring the guy with them later, and maybe he comes back to make a purchase.
We have a big city to the south (Sioux Falls), but we serve about a 35- to 40-mile radius going west and east and north. We’re on the border of Minnesota and serve some of that population too.
NJ: What’s the most popular style of engagement ring with your clientele now?
JM: It’s going toward a more simple solitaire; halos aren’t too popular anymore.
Cushion-cut diamonds are popular, as are round brilliants. Fourteen karat to 18-karat white gold are our most popular metals, with some yellow too and a little bit of rose.
NJ: Which social media accounts are important to your business?
JM: We just built a new website, which is getting a lot of great comments from people.
For social media we have Facebook, Instagram, Twitter, Pinterest. We’re also on The Knot. Facebook is our biggest (social media platform).
The perfect pear ⯑⯑ #winksjewelry #downtownbrookings #pearobsessed #engagingbrookings
A post shared by Wink's Jewelry (@winksjewelry) on Jul 27, 2017 at 9:30am PDT
NJ: Do you have e-commerce?
JM: We don’t, but it’s something we’re looking into for the future.
NJ: What’s the best piece of advice you’d offer to a fellow independent jeweler?
JM: Stay out of debt.
Pay your accounts on time and live modestly today so you can live greatly tomorrow. And join buying groups like the RJO so you can get discounts, and join groups like the American Gem Society so you keep learning.
NJ: What’s a fun fact about you we can share with our readers?
JM: I’m handsome (laughs). Just kidding, I’m not. What’s a fun fact about me?
My 23-year-old granddaughter, Samantha Tupper, joined the business three years ago and she’s better at this than I ever was. I’m looking forward to retirement. She’ll buy me out of the business and that will give me a chance to see my other 30-plus grandkids and great-grandkids and travel.
More on Surveys
The Latest
AuctionsNov 10, 2025
300+ Colored Diamonds Up for Auction at Christie’sLate collector Eddy Elzas assembled “The Rainbow Collection,” which is offered as a single lot and estimated to fetch up to $3 million.
EditorsNov 07, 2025
Piece of the Week: An MVP’s Sapphire Tennis Necklace At the 2025 World Series, the Los Angeles Dodgers’ Yoshinobu Yamamoto sported a custom necklace made by California retailer Happy Jewelers.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
IndependentsNov 07, 2025
Foundrae’s New Palm Beach Location Is a ‘Golden Solarium’The brand’s seventh location combines Foundrae’s symbolic vocabulary with motifs from Florida’s natural surroundings.
Weekly QuizNov 06, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsNov 07, 2025
Watches of Switzerland’s H1 Sales Up 8%The retailer also shared an update on the impact of tariffs on watch customers.
SourcingNov 06, 2025
Pink Tourmaline Bracelet, Emerald Suite Take Top Spectrum Honors Pink and purple stones were popular in the AGTA’s design competition this year, as were cameos and ocean themes.
Brought to you by
Jewelers of America Aligns New Mission to Create Meaningful Impact for MembersFrom educational programs, advocacy, and recent MJSA affiliation, Jewelers of America drives progress that elevates businesses of all sizes.
IndependentsNov 06, 2025
Greenwich St. Jewelers Hosts Raffle Supporting Food RescueAll proceeds from the G. St x Jewel Boxing raffle will go to City Harvest, which works to end hunger in New York City.
IndependentsNov 06, 2025
Cornell’s Jewelers Names New PresidentCourtney Cornell is part of the third generation to lead the Rochester, New York-based jeweler.
SourcingNov 06, 2025
De Beers’ Production, Sales Increase in Q3 De Beers also announced more changes in its upper ranks ahead of parent company Anglo American’s pending sale of the company.
WatchesNov 05, 2025
Shinola President Steps Down Just as He Starts Former Signet CEO Mark Light will remain president of Shinola until a replacement for Ulrich Wohn is found.
AuctionsNov 05, 2025
Taylor Swift’s Engagement Ring Designer Makes Her Auction DebutKindred Lubeck of Artifex has three rings she designed with Anup Jogani in Sotheby’s upcoming Gem Drop sale.
FinancialsNov 05, 2025
Pandora Posts Modest Q3 Sales Growth Amid ‘Weak’ Consumer Sentiment The company focused on marketing in the third quarter and introduced two new charm collections, “Pandora Talisman” and “Pandora Minis.”
FinancialsNov 05, 2025
Brilliant Earth’s Q3 Sales Climb 10%The jewelry retailer raised its full-year guidance, with CFO Jeff Kuo describing the company as “very well positioned” for the holidays.
Policies & IssuesNov 04, 2025
Supreme Court to Hear Tariffs Case WednesdayAhead of the hearing, two industry organizations co-signed an amicus brief urging the court to declare Trump’s tariffs unlawful.
MajorsNov 04, 2025
Danny Clark to Become Stuller CEO, Succeeding Matt StullerStuller COO Belit Myers will take on the additional role of president, with all changes effective at the start of 2026.
ColumnistsNov 04, 2025
Peter Smith: What Do Birds Have to Do With the Price of Gold? Smith cautions retailers against expending too much energy on things they can’t control, like the rising price of gold.
TrendsNov 04, 2025
Amanda’s Style File: Fall Colors for November BirthdaysCitrine and topaz are birthstones fit for fall as the leaves change color and the holiday season approaches.
IndependentsNov 04, 2025
Weston Jewelers Heads to Fort LauderdaleThe family-owned jeweler will open its fourth store in Florida in late 2027.
CrimeNov 03, 2025
Men Dressed as Construction Workers Burglarize Jeweler’s Home The NYPD is looking for three men who stole a safe and jewelry valued at $3.2 million from the home of a jeweler in Jamaica Hills, Queens.
MajorsNov 03, 2025
Matthew Rosenheim Takes Over as JA Board ChairThe trade organization also announced its executive committee and five new directors.
CollectionsNov 03, 2025
Muse’s ‘Have a Heart’ Collab Returns, Now With DDGThe “Have a Heart x Diamonds Do Good” collection is championed by model and humanitarian Flaviana Matata and will benefit her foundation.
AuctionsNov 03, 2025
Kashmir Sapphire Ring Tops Christie's Online AuctionThe ring, set with a nearly 17-carat Kashmir cabochon sapphire, sold for $1 million.
TrendsOct 31, 2025
Piece of the Week: A Spinner Fit for ‘Frankenstein’This “Mother Father” spinner necklace from Heavenly Vices Fine Jewelry draws inspiration from Victorian Era jewelry.
CrimeOct 31, 2025
5 More Arrested in Louvre Heist, Jewelry Still Missing The suspects were rounded up in Paris and its suburbs on Wednesday night, but none of the stolen jewels were recovered with them.
Recorded WebinarsOct 31, 2025
Watch: How to Master Google Reviews for Your BusinessExperts share top tips on how to encourage positive reviews and handle negative feedback.
