TrendsMar 09, 2026
Jake Gyllenhaal Is Bulgari’s Latest AmbassadorBulgari named Gyllenhaal as its brand ambassador for his embodiment of artistic depth, intellectual curiosity, and warmth.
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
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
Events & AwardsMar 09, 2026
TJS Announces 2026 Scholarship WinnersAwards were given to four students, one apprentice, and an emerging jeweler.
AuctionsMar 09, 2026
Joanna Carson’s Jewels Lead White-Glove SaleThe top jewelry lot of the late model’s estate sale, hosted by John Moran Auctioneers, was an Oscar Heyman & Brothers for Cartier necklace.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
Weekly QuizMar 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price PressuresIncreased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
MajorsMar 06, 2026
Pomellato’s 2026 IWD Campaign Spotlights Economic Abuse“The Price of Freedom” campaign video for International Women’s Day confronts the quiet violence of financial control.
Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.
CollectionsMar 05, 2026
Common Era Honors ‘Difficult Women’ in CollectionThe ever-growing collection, which just expanded with the addition of Olga of Kyiv, features cameos of 12 women from history.
TrendsMar 05, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker LineupThe annual event will be held in Orlando, Florida, from Sept. 14-17.
TrendsMar 05, 2026
Caitríona Balfe Fronts Only Natural Diamonds CoverThe “Outlander” star modeled for the digital cover of the magazine’s spring issue, which features a story on her relationship with jewelry.
MajorsMar 05, 2026
Registration Opens for CIBJO Centenary CongressThis year’s annual congress, which will mark the confederation’s 100th anniversary, will take place this fall in Italy.
MajorsMar 04, 2026
Michael M Opens First StoreBeverly Hills was chosen as the location for the brand’s first store, designed as a “private residence for modern monarchs.”
Policies & IssuesMar 04, 2026
Luxury Brands Temporarily Shutter Middle East StoresKering, Apple, and other retailers have reportedly temporarily closed stores in the Middle East region in light of the recent conflicts.
EditorsMar 04, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
Events & AwardsMar 04, 2026
JIS Miami Spring Show to Feature New Gifts Pavilion, Pop-Up Trends TalksNearly half of buyers are prioritizing silver and fashion collections this season, organizers said.
TrendsMar 04, 2026
Spinelli Kilcollin Rides Free In Year of the Horse CampaignThe “Live Now. Polish Later.” campaign features equestrians wearing the brand’s jewels while galloping across the icy plains of Kazakhstan.
MajorsMar 04, 2026
LeachGarner Names New Brand DirectorThe precious metals provider has promoted Jennifer Ashworth to the role.
Events & AwardsMar 03, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on March 13.
SourcingMar 03, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
MajorsMar 03, 2026
Swiss Refiner Completes Acquisition of Gannon & ScottThe American precious metals refiner’s day-to-day operations remain the same post-acquisition.
TrendsMar 03, 2026
Amanda’s Style File: AquatopiaThese aquamarine jewels channel the calming energy of the March birthstone.
Events & AwardsMar 03, 2026
AGTA Adds Another New Category for SpectrumThe “Innovative Design” category and award will debut in the Spectrum division of this year’s AGTA Spectrum & Cutting Edge Awards.
EditorsMar 02, 2026
Jewelry at the Actor Awards: Reimagining Hollywood GlamourDiamond jewelry was the star of the event formerly known as the SAG Awards.
