WatchesAug 21, 2026
Bremont Names Former Vacheron Constantin Exec CMODaniel Bing was formerly the marketing director for the Americas at Vacheron Constantin.
SurveysOct 30, 2017
50 Jewelers/50 States: Virginia
In Richmond, Carreras Jewelers has cracked the fine jewelry e-commerce code.
Richmond, Va.--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.
In Richmond, Virginia, Carreras Jewelers is celebrating its 50th anniversary this year.
Owner Rejena Carreras knows that investing in her staff is also investing in the health of her business.
“We have nine amazing employees who have all been educated by the GIA and the AGS. We have two graduate gemologist appraisers on staff, full time,” Carreras enthused.
She chatted with National Jeweler about the relationship between fine jewelry retail and e-commerce, and how her store harnesses the power of social media influencers.
National Jeweler: What’s the biggest challenge your store is facing today?
Rejena Carreras: It’s online shopping.
It’s an issue, though I actually don’t think it’s the biggest problem. I don’t think many small stores get a lot of online sales; instead, it’s used for showing what we have, what we can offer.
I think our biggest challenge is getting the younger generation to enter the store because they’re so used to doing their shopping online.
NJ: What’s the top-selling category and brand at your store?
RC: Number one is loose diamonds, mostly estate diamonds. Our second highest is period estate jewelry.
We really don’t emphasize brands, we emphasize our own name. Peter Storm would be one of the names (outside of our own) we use most readily.
NJ: Describe your regional customer.
RC: Educated and financially secure.
A large percentage of our customers are women who are celebrating life events such as birthdays, anniversaries, babies, promotions. They either purchase a special piece for themselves or leave it on their wish list for their gift giver.
NJ: What’s the most popular style of engagement ring with your clientele?
RC: The halo continues. Kill me, kill me now. It’s always the halo.
Our second-best seller is the center diamond with two side stones, which could be diamonds, sapphires, rubies or whatever. Round diamonds seem to be the most dominant shape and white gold the most popular metal.
NJ: Which social media accounts are important to your stores?
RC: Jewelry is a very
Editors' Picks
Sponsored by
visual product. We rely heavily on Facebook and Instagram to showcase new items we put on the sales floor that day, to promote events and connect with our customers.
NJ: Do you have e-commerce?
RC: We do but we’ve found that our website is used more for browsing before the shopper comes into the store.
We have a professional photographer who comes in once a month to take pictures of our new jewelry so we can keep our website up-to-date.
It is not uncommon for someone to walk in with their phone and point to the picture on their phone of what they’d like to see from our website. We’ve found that people want to touch, see and try on the jewelry before making a purchase.
NJ: What’s the best piece of advice you’d offer to a fellow independent jeweler?
RC: Make a relationship with your client. Know what they like and let them know when something comes in. Give them a call and maintain that relationship.
NJ: What’s a fun fact about you we can share with our readers?
RC: We have a networking event with style bloggers in our area.
Every few months, we invite this group of bloggers into our store so they can check out our new pieces, and we offer wine and food. One time we even had a photo booth, and the bloggers, in turn, end up doing a story on their visit and post their pictures on social media.
NJ: Do you have e-commerce?
RC: We do but we’ve found that our website is used more for browsing before the shopper comes into the store.
We have a professional photographer who comes in once a month to take pictures of our new jewelry so we can keep our website up-to-date.
It is not uncommon for someone to walk in with their phone and point to the picture on their phone of what they’d like to see from our website. We’ve found that people want to touch, see and try on the jewelry before making a purchase.
NJ: What’s the best piece of advice you’d offer to a fellow independent jeweler?
RC: Make a relationship with your client. Know what they like and let them know when something comes in. Give them a call and maintain that relationship.
NJ: What’s a fun fact about you we can share with our readers?
RC: We have a networking event with style bloggers in our area.
Every few months, we invite this group of bloggers into our store so they can check out our new pieces, and we offer wine and food. One time we even had a photo booth, and the bloggers, in turn, end up doing a story on their visit and post their pictures on social media.
More on Surveys
The Latest
CollectionsAug 21, 2026
Bijules, Kamyen Serve Up ‘Topspin’ Tennis Bracelet Ahead of US OpenIn our Piece of the Week, the designers reimagine the tennis bracelet with green enamel wrapped around a strand of “Desert Diamonds.”
PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
TechnologyAug 20, 2026
A New AI-Powered Gemstone Identification App Is HereFounder Vik Westermann said the app is a “starting point” to inspire people to work with appraisers and gem labs, not replace them.
Weekly QuizAug 20, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsAug 20, 2026
Storied Unicorn Brooch Up for Auction Gallops to New Home The Verdura brooch, which belonged to the late Virginia Fortune Ryan Ogilvy, was sold to a private collector in Asia.
Events & AwardsAug 20, 2026
MJSA Education Foundation Names 5 Scholarship WinnersThe five students were awarded a total of $10,000 through the nonprofit’s 2026 “Future of Jewelry Making” scholarship.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
MajorsAug 20, 2026
Plumb Club Elects 2026-2027 BoardSteven Lerche is now beginning his term as the youngest member to become president of The Plumb Club’s elected executive committee.
MajorsAug 19, 2026
Mike Alexander To Succeed Scott Murphy as Jewelers Mutual CEO Murphy will retire at the end of the year and Alexander, currently the company’s president, will take over at the start of 2027.
Policies & IssuesAug 19, 2026
Spinelli Kilcollin Embraces Dupes With Trade-In ProgramThe jeweler is encouraging customers who own lookalike rings to come into the store and trade them for credit towards an authentic piece.
MajorsAug 19, 2026
Zales Wants You to Wear Fine Jewelry Every DayThe new campaign, “You Are The Occasion,” discourages shoppers from saving their fine jewelry for special occasions only.
SourcingAug 19, 2026
Vasant Mehta, a Dedicated Diamond Industry Leader, Dies at 81Mehta led India’s GJEPC through the 2008 financial crisis and was respected worldwide for his wisdom, integrity, and knowledge.
CrimeAug 18, 2026
2 California Men Arrested in Fatal Vehicle Smash RobberyOne is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.
ColumnistsAug 18, 2026
Peter Smith: The IKEA Effect and Bridal Branding In a new column, Peter Smith posits that people actually enjoy putting together IKEA furniture, and the same is true for engagement rings.
CrimeAug 18, 2026
Thieves Snatch $1M in Jewelry From New Jersey Jeweler9lakha Jewelers in Iselin, New Jersey, was the target of a smash-and-grab robbery on Aug. 8.
Lab-GrownAug 18, 2026
Ring Concierge, Kendall Jenner’s Tequila Brand Collab on GiveawayThe jeweler has partnered with 818 Tequila to gift lab-grown diamond studs to a bride-to-be and their bridal party.
Events & AwardsAug 17, 2026
Exhibition on Louis Comfort Tiffany’s Studios to Open at The MetThe exhibition will feature more than 100 drawings of stained-glass lampshades, windows, and more, many created by women and émigrés.
CollectionsAug 17, 2026
Marquise Diamonds Dance in Spinelli Kilcollin’s ‘Wren’ CollectionMarquise-cut diamonds in drop charms are the center of the new collection, reflecting the movement of a dancer in modular styles.
Events & AwardsAug 17, 2026
There’s a New Jewelry Show Coming to FloridaThe inaugural Fort Lauderdale Jewelry, Antique, & Object Show will be held from Jan. 28 through Feb. 1, 2027.
IndependentsAug 14, 2026
Smyth Jewelers to Open Fourth LocationThe family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.
CrimeAug 14, 2026
Wife of Man Convicted in Jeweler’s Murder Sentenced for Conspiracy Amanda Ileana Hernandez is married to Carlos Hernandez, one of two men in prison for the 2024 murder of Michigan jeweler Hussein Murray.
TrendsAug 14, 2026
Paul Morelli’s Latest ‘Wavey Vine’ Earrings Embrace ColorThe reimagined jewel, our Piece of the Week, trades the diamonds in the original 1998 design for blue, pink, yellow, and green sapphires.
Supplier BulletinAug 13, 2026
Your Piece Could Be the One Editors Talk AboutSponsored by American Gem Trade Association
FinancialsAug 13, 2026
Pandora’s ‘Talisman’ Collection Shines, Lab-Grown Diamond Sales FallIn the United States, second-quarter sales were flat amid soft consumer sentiment and lower in-store traffic.
AuctionsAug 13, 2026
This Gold Cadbury ‘Conundrum’ Egg Set a World Auction RecordThe 22-karat gold egg, sold at Batemans Auctioneers in the U.K., was part of a 1980s treasure hunt ad campaign for Cadbury Creme Eggs.
SourcingAug 13, 2026
2,488-Carat Diamond, Largest Found in Botswana, Has a New Owner Lucara Diamond Corp., which recovered the “Motswedi” diamond from the Karowe mine, sold the stone for an undisclosed amount.
