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.
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
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.
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.
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.
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.
Weekly QuizNov 06, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
Supplier BulletinOct 30, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
CrimeOct 30, 2025
29-Year-Old Man Charged in Multiple Seattle-Area Smash and Grabs The suspect faces charges in the August robbery of Menashe & Sons Jewelers and is accused of committing smash and grabs at two pawn shops.
