RetailRap: What Buying Trends Stood Out in 2017?

PRESIDENT
NELSON COLEMAN JEWELERS

TOWSON, MARYLAND

“In diamonds this year, we have noticed that
fancy shapes are back — and in larger sizes. While round diamonds still
dominate, other choices like ovals, pear shapes and emerald cuts in 1.50- to
2-carat sizes with small thin diamond bands were very popular in bridal.
   “In terms of
fashion trends, we have noticed a spike in square diamond stud requests. The
layered look in yellow gold continues to be very popular. Rose gold is not too
far behind. The unique vintage look was popular in both fashion and bridal.
We’re also seeing that requests for the basic diamond line bracelets and
solitaire pendants have risen recently as gifts for milestone events. Bezels
are back as well.”

CO-OWNER
J.R. DUNN JEWELERS
LIGHTHOUSE POINT,
FLORIDA

“The biggest trend that we noticed in
2017 was that buyers were going back to buying what they feel are safer or
bigger or well-known, more established brands. What we saw a big uptick in was
the big brands, like Rolex and John Hardy, Mikimoto and Roberto Coin. Those
sorts of heritage-type brands did really, really well. Some of the younger
brands, new off the block, also did well. These were more trendy lines, such as
EF Collection and Lana Jewelry.
   “We did sell a little bit of
everything, but a lot of the things that are selling these days are more
casual, more everyday. They would be gold, yes, and with diamond accents, yes,
but we’re seeing less and less dressy jewelry moving out the door. Everyone
seems geared more to everyday styles, for sure.”

OWNER

CECIL’S
FINE JEWELRY
LITTLE
ROCK, ARKANSAS

“We’re still
selling more yellow gold than silver. It outsells our silver. We carry a lot of
fashion lines like Marco Bicego and Alex Sepkus, and they’re predominantly
yellow gold. As far as diamond jewelry, we started carrying Hearts On Fire, and
we’ve done well with that. We have also done well with our branded pieces. I
know a lot of stores are getting away from that. They feel they need to put
their own brand on what they sell. But we have had some long-standing brands,
and we continue to do very well with them. Our colored-gemstone fashion sales
have been really very good.
   “Bridal continues to be strong.
People are choosing quality over quantity. They’d rather have a quality smaller
diamond than a bigger one that is not as good a stone. In terms of clarity, a
lot of stores sell a full range of I1s and I2s, but we have found we do better
selling SI2 and up. I have noticed that a lot of people have been trading up
this year. We have a trade-up policy on our diamonds, and customers have been
trading up to bigger diamonds.
   “Round diamonds are still the
top bridal choice, and halo is going strong. I don’t think halos are ever going
to go out of fashion — it makes the diamond look bigger and softens up the look
a little bit. We are finding that some customers want the halo but something a
little different, so we’ve added some variations to the look. And a lot of our
vendors do customize.
   “We’ve noticed people buying a
lot earlier for Christmas in 2017, and year-wise, we had our best
year
ever.”

CO-OWNER

SPICER
GREENE JEWELERS
ASHEVILLE, NORTH
CAROLINA

“We have seen a big increase this year
in bridal sales and classics. Diamond studs and pearls have been hot items for
us in 2017. Women’s self-purchase continues to grow, as does men’s jewelry. All
in all, it was a fantastic year.”