CollectionsApr 30, 2025
Tiffany & Co. Goes Deep-Sea Diving in New Blue BookThe “Sea of Wonder” collection features pieces inspired by the ocean, from its waves to flora and creatures like urchins and sea turtles.
ColumnistsNov 11, 2020
On Data: Get Your Bestsellers In Stock Now
Sherry Smith says things are looking up for independent jewelers, but waiting to replenish top sellers could be a costly misstep this holiday season.
Sherry Smith is director of business development for data and consulting company The Edge Retail Academy. She can be reached at sherry@edgeretailacademy.com.
Steve Dennis wrote in “Remarkable Retail” that: “Historically, many retailers have been intuition rich and data poor. Or even if a decent amount of data was compiled, it was hard to work with or was ignored. For the merchant princes, more times than not, their mantra was, ‘In gut we trust.’”
I confess to having an insatiable curiosity when it comes to watching data; monthly, weekly, even daily.
This is especially so when it comes to how our independent retailers are faring during the pandemic, and more specifically, how they might perform during the holiday season.
Despite the crazy challenges of this year, independent retailers continue to overcome almost every obstacle thrown at them and are delivering exceptional performances.
For most retailers, June was the first month they fully reopened for business.
From June on, each subsequent month has seen sales performance top the same period from the previous year.
This impressive trend continued in October, which showed a 17 percent increase in gross sales.
And, as has been the case for quite some time, while the number of overall units sold continues a downward trend, average retail ticket keeps climbing.
The average retail sale for October was up 30 percent.
With respect to specific products, loose diamonds showed a 16 percent increase in gross sales in October, representing 15 percent of total gross sales for the month.
Diamond bands also showed solid performance and represented a 25 percent increase in gross sales in October when compared to the same period last year.
Interestingly, diamond bands are in fact one of the few categories that show an increase in all key performance indicators.
Beyond gross sales, bands were also up in units (+17 percent), average retail (+7 percent), and gross margin (+3 percent).
Historically, retailers have mostly viewed diamond bands as a wedding product.
However, this category has evolved to include right-hand rings, occasion bands (birthdays, anniversaries, etc.), and a variety of stackable designs, opening up far more opportunities for retailers to grow that category.
While there are some outliers, the sweet spot for most units sold in this particular category seems to be $300 to $1,500 according to our $2 billion of aggregated sales.
One of the best-selling SKUs we see in the diamond band category happens to be a price-point rose gold ring. However, the vast majority of bands are white gold prong-set with round brilliant diamonds.
Understandably, the disruptions of
I confess to having an insatiable curiosity when it comes to watching data; monthly, weekly, even daily.
This is especially so when it comes to how our independent retailers are faring during the pandemic, and more specifically, how they might perform during the holiday season.
Despite the crazy challenges of this year, independent retailers continue to overcome almost every obstacle thrown at them and are delivering exceptional performances.
For most retailers, June was the first month they fully reopened for business.
From June on, each subsequent month has seen sales performance top the same period from the previous year.
This impressive trend continued in October, which showed a 17 percent increase in gross sales.
And, as has been the case for quite some time, while the number of overall units sold continues a downward trend, average retail ticket keeps climbing.
The average retail sale for October was up 30 percent.
With respect to specific products, loose diamonds showed a 16 percent increase in gross sales in October, representing 15 percent of total gross sales for the month.
Diamond bands also showed solid performance and represented a 25 percent increase in gross sales in October when compared to the same period last year.
Interestingly, diamond bands are in fact one of the few categories that show an increase in all key performance indicators.
Beyond gross sales, bands were also up in units (+17 percent), average retail (+7 percent), and gross margin (+3 percent).
Historically, retailers have mostly viewed diamond bands as a wedding product.
However, this category has evolved to include right-hand rings, occasion bands (birthdays, anniversaries, etc.), and a variety of stackable designs, opening up far more opportunities for retailers to grow that category.
While there are some outliers, the sweet spot for most units sold in this particular category seems to be $300 to $1,500 according to our $2 billion of aggregated sales.
One of the best-selling SKUs we see in the diamond band category happens to be a price-point rose gold ring. However, the vast majority of bands are white gold prong-set with round brilliant diamonds.
Understandably, the disruptions of
April and May had an adverse effect on retail performance, but the subsequent string of positive months has recovered much of the lost ground going into these remaining important weeks.
For the 12-month period ending July, we saw a 5 percent decline in overall sales year-over-year.
By August, the 12-month decline was 4.4 percent, and by September the decline was down to 3.4 percent.
While the data for October trailing 12 months is not yet available, it is anticipated that we will see further erosion of the trailing deficit.
So, what does this all mean for the important holiday period?
Retailers should continue with their COVID-19 initiatives such as curbside delivery, one-on-one appointments, virtual trunk shows and contactless payments.
Most importantly, they should continue to follow best practices around inventory management, especially, and most importantly, replenishing bestsellers as quickly as possible. Not doing so might just be the single greatest source of lost sales in the season.
If they’re not already doing so, retailers should review last year’s holiday performance to identify bestsellers and get them in immediately.
Vendors have had to manage their inventories tightly in what has been a very difficult year for them, and it could be a costly miss to assume that bestsellers will be available as the season develops.
Check your numbers, be proactive, and have a great holiday season!
Sherry Smith is director of business development for data and consulting company The Edge Retail Academy. In her role, Smith works with wholesalers, brands and retail stores on business mentoring, and data analysis and aggregation. Reach her at sherry@edgeretailacademy.com.
For the 12-month period ending July, we saw a 5 percent decline in overall sales year-over-year.
By August, the 12-month decline was 4.4 percent, and by September the decline was down to 3.4 percent.
While the data for October trailing 12 months is not yet available, it is anticipated that we will see further erosion of the trailing deficit.
So, what does this all mean for the important holiday period?
Retailers should continue with their COVID-19 initiatives such as curbside delivery, one-on-one appointments, virtual trunk shows and contactless payments.
Most importantly, they should continue to follow best practices around inventory management, especially, and most importantly, replenishing bestsellers as quickly as possible. Not doing so might just be the single greatest source of lost sales in the season.
If they’re not already doing so, retailers should review last year’s holiday performance to identify bestsellers and get them in immediately.
Vendors have had to manage their inventories tightly in what has been a very difficult year for them, and it could be a costly miss to assume that bestsellers will be available as the season develops.
Check your numbers, be proactive, and have a great holiday season!
Sherry Smith is director of business development for data and consulting company The Edge Retail Academy. In her role, Smith works with wholesalers, brands and retail stores on business mentoring, and data analysis and aggregation. Reach her at sherry@edgeretailacademy.com.
More on Columnists
The Latest
AuctionsApr 29, 2025
‘Golconda Blue’ Diamond Pulled From AuctionThe 23-carat fancy vivid blue diamond, set to headline Christie’s May jewelry auction, was expected to sell for as much as $50 million.
IndependentsApr 29, 2025
Maryland Jeweler to Close After 36 YearsG.B. Heron Jewelers in Salisbury, Maryland, is set to close as its owner, Jeff Cassels, retires.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
SourcingApr 29, 2025
Gemfields Mini Ruby Auction Achieves $7MThe miner said its April sale featured a mix of commercial-quality primary rubies and secondary rubies of varying quality.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeApr 28, 2025
Customs Seizes Nearly 2,000 Pieces of Counterfeit Van Cleef & Arpels JewelryU.S. customs agents in El Paso, Texas, intercepted the package, which would have been worth $9 million if the jewelry was genuine.
TrendsApr 28, 2025
Suzanne Kalan Launches Tech Ring Jacket CollectionHealth monitors become statement pieces when paired with the brand’s new collection of stackable diamond-studded bands.
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs Six new retail businesses were selected for the 2025 program, which began in January.
Events & AwardsApr 28, 2025
JCK Industry Fund Announces 2025 Grant RecipientsTen organizations were selected this year.
IndependentsApr 28, 2025
John Atencio Appoints 2 to Wholesale TeamKim Carpenter and Sam Gevisenheit have joined the brand.
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ EarringsDesigner Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid UncertaintyThe company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
