MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
Events & AwardsAug 05, 2016
Live from JA New York: Capitalizing on custom
During a panel held Sunday at JA New York Winter, Peggy Jo Donahue of MJSA moderated a discussion with a Connecticut jeweler about how they have used custom design to their benefit and how other retailers can do the same.
New York--Custom design has been one of the bright spots throughout the recession for many in the industry, and is a trend that jewelers can continue to rely on once they learn how to capitalize on consumers’ interest in personalized pieces.
One store that continues to do the majority of its business in custom design is Peter Indorf Jewelers, with stores in New Haven and Madison, Conn.
As part of Jewelers of America’s education program held at the JA New York Winter show on Sunday, MJSA Director of Public Affairs Peggy Jo Donahue moderated a panel called “Capitalizing on Custom” to talk to Peter and John Indorf about how the store successfully operates its custom design business and how other jewelers can do so as well.
According to Peter Indorf, about 60 percent to 70 percent of the store’s business comes from custom-made pieces. Peter takes the initial meetings with clients to understand what it is they’re looking for and to create the initial drawing of the piece while his brother John is responsible for putting it into the CAD program to create a better mock-up image and to figure out gems and pricing.
For Peter Indorf, he said that it’s important to have a separate space in the store, off the sales floor, where he can have one-on-one meetings with the clients to really take the time to hear their story and figure out what they want to design the perfect piece.
“It’s just like the saying, they don’t care how much you know until they know how much you care,” he said, adding that he strongly encourages jewelers to have a place for that conversation to happen, and where they also can keep tools on hand to easily create the initial designs for the jewelry.
He also noted during the panel that he prefers to schedule appointments rather than accepting walk-ins so that he can be prepared to meet with a client. He is, however, very flexible in scheduling, saying that he’s even done consultations over email and on computer or phone video chat programs, such as Apple’s FaceTime, to help a customer figure out what they’re looking for in a design.
When asked by an audience member if he had any guidelines that he liked for his clients to have figured out prior to the consultation, Indorf responded that he didn’t because he
liked to have a clean slate, saying that it’s his job to narrow down the information to come up with the best piece of jewelry.
“It’s all about eliminating. I try not to confuse people. You have to minimize the choices to get them to a solution,” he said.
As is the case in sales across most consumer categories, there’s a risk of losing the sale if the customer is presented with too many options.
Additionally, when approached by a customer to copy the creation of another designer, Indorf Jewelers doesn’t even entertain the idea. “I don’t handle it delicately; I just tell them that I don’t copy,” Indorf said. “I copyright everything we do as well. We try to respect the artistic integrity of other creative people.”
While it usually doesn’t take more than three renderings before a client is satisfied with the look of a piece and the creation process can begin, there is no limit to how many times the team at Indorf will re-do a piece until it meets the client’s satisfaction.
“The customer is always right. And I only want good reviews on Google,” he said.
Donahue said, and Indorf confirmed, that while yellow gold is coming back into popularity, white gold is still very popular when it comes to custom jewelry.
He also noted that the most popular colored gemstone continues to be sapphires, though because so much of custom design is for bridal jewelry diamonds and colored diamonds still reign supreme over all.
While he did take a two-week class from the Gemological Institute of America years ago to learn how to paint on velum for creating custom designs, most of his skill in creating is self-taught.
“The critical part is making pieces for (your store.) It gives you the background and confidence to then work with clients,” Indorf said.
More on Events & Awards
The Latest
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
GradingMay 28, 2026
GCAL By Sarine Launches 8X Cushion CutThe lab’s proprietary diamond cut grade has been expanded to include the popular fancy shape.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
ColumnistsMay 27, 2026
What Jewelers Can Learn From Luxury Fashion’s Digital PlaybookHigh-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.
Weekly QuizMay 21, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
CollectionsMay 19, 2026
Chris Ploof’s New Collection Makes an Ancient Metal ModernWith gold prices on the rise, the “Modern Electrum” collection uses an alternative, non-tarnishing metal alloy composed of gold and silver.
IndependentsMay 19, 2026
Ellen and Michael Fruchtman Retire, Sell Marketing Agency Fruchtman Marketing has new owners, Erin Moyer-Carballea and Manuel Carballea, and will relocate to Miami.
ColumnistsMay 19, 2026
Peter Smith: The (Mostly) Immutable Sales TruthsIn a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.
ColumnistsMay 18, 2026
Edahn Golan: What a K-Shaped Economy Means for Fine JewelryIn a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.
