Q: With a recession in mind, what are you planning to sell this holiday season?
“I’m just saying ‘no’ to the recession. Americans have been experiencing very tough times. We all get it. But you can’t be a Debbie Downer. For everyone’s sake as a jewelry store owner you have to stay excited. I’m currently expanding my store from 800 square feet to 2,500 square feet. For Christmas, instead of sending out 15,000 holiday catalogs, I’m sending out 30,000. On the back of the catalog are special earrings for sale. Proceeds from each pair of earrings sold benefit a local animal shelter. People always like to give back to their community, but more so during the holiday season. And, in these times you have to be resourceful. If you can’t source natural diamonds or the customer wants a bigger look for less money, buy lab grown. I’m looking to buy more lab-grown diamonds this year compared to last year. I’m a bench jeweler by trade so I’ll be making more one-of-a-kind pieces in the lead up to and for sales during the holiday season. My retail sweet spot for this holiday season will be $800 and under.”
Dawn Kessaris, owner
Diamonds By Dawn
Riverdale, NJ
“We’re here at the show to fill in our inventory with a special focus on bread-and-butter diamond essentials. We’re also shopping for color in the mid-range for our customers with an emphasis on birthstones, ranging from topaz on up to emeralds and sapphires. After years of lab-grown diamonds being an option we’re finally looking at this range of goods. We’ve been fighting it for many years but people need a new product they can afford. If all goes as planned, we’ll start small and work up to one-carat. If lab-grown diamonds are accepted by our customers and they sell well we’ll go larger. Time will tell. We’re optimistic as people seem to like the big look for less money. We think lab-grown diamonds will be warmly received by the under-40 crowd. Our sweet spot for retail prices this holiday season will be $300 to $500.”
Bryan and Vickie Gray, co-owners
Gray’s Jewelry & Gifts
Bethany, MO
“It’s that time of year to fill in with bread-and-butter items such as our diamond essentials. We also do well with clocks, so we’ve been looking at the Rhythm, Seiko and Speidel clocks. These clocks are popular with older folks, but we’re finding younger people are liking them as well. Or, we have seen older customers gift them to younger family members and friends as wedding gifts and house-warming presents. For those that appreciate clocks, watches and movements these clocks are fine additions to a home or business with all sorts of customizable features; playing music, hourly tones, or even motion and light sensors. It’s a small but steady market for us. We’re being conservative with our buying as we look for diamond and colored stone vendors. Our sweet spot for retail sales for this holiday season will be about $250 to $500, maybe $600. Keep in mind we’re a small market in rural Iowa.”
Steve Schwaller, owner
Royal Jewelers
Jefferson, IA
“With regards to inflation, how could you not know it was coming? I look at it this way: if we survived the COVID shutdowns and restrictions as business owners we can survive the recession. I’m a one-person shop so I have to be all things to all customers, from bench jeweler and designer to sales and managing my business. I do get some help with social media and marketing. Recently, I’ve been making use of an amazing imaging tool from GemLightbox. The light box is small, powerful and very versatile for creating very high quality stills and video from an app on a smart phone. In the months leading up to the fourth quarter I’ll be posting more on social media with this light box and adding to my marketing images. GemLightbox is integrated with The Edge so there’s more to this product than just pretty pictures and videos. My fourth-quarter business plan is taking shape with a Diamond Dig event scheduled for early October. We’ve been doing this event for five years and have raised thousands for local charities. I’m also going on a diamond buying trip to Antwerp. Pre-sales do very well for this buying trip as part of my fourth-quarter sales. I’m expecting pre-sales for the Antwerp trip will be about the same as last year. Hard to say at this point.”
Kate McNichols-Marks, owner
Marks of Design
Shelton, CT
“At this show at this time I’m filling in my fast-sellers. I’m also looking to bring on some new jewelry lines, specifically in the sterling silver category. I’ve been looking hard at this show but haven’t seen any collections that I know I can sell in my East Coast market. I’m currently carrying Elle and Lafonn. I’ve had real good luck selling designs by Nicole Barr throughout the year and the holiday season. She creates these really unique translucent glass sterling silver pieces of jewelry that retail from $150 to $200. My customers love them. On the low end I expect my price point sweet spot this holiday season to be around $750. And, on the top end around $1,800. This is why I’m looking at more sterling silver jewelry at this show.”
Lewis Pachero, owner
Pachero Jewelry & Gifts
Taunton, MA
