RetailRap: What Buying Trends Stood Out in 2017?

January 8, 2018
By Phyllis Schiller

Clockwise from top left: Amanda Coleman-Phelps, Becky Whelan, Eva-Michelle Spicer and Sean Dunn.

AMANDA COLEMAN-PHELPSPRESIDENT 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.”

SEAN DUNNCO-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.”

BECKY WHELANOWNER 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.”

EVA-MICHELLE SPICERCO-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.”