Sales were more robust over this second weekend of the holiday season when compared with the same time last year, with diamonds the clear jewellery-gift frontrunner, reported several retailers who spoke with National Jewelerthis week. Here are some extracts:

At Newton's Jewelers in Fort Smith, Ark., owner Kelly Newton said overall sales are much better than they were at this time last year.

He said he didn't anticipate such a bustling holiday season, and that the unexpected business is “a blessing.”

The same held true at Allen's Jewelers in Albany, Ga., where owner Steve Allen also reported being surprised at the uptick in business this holiday season.

And Steven Duvarney at Duvarney Jewelers in Fitchburd, Mass., said sales over the weekend were good, slightly higher than sales from the same period last year.

No matter what their sales figures, jewelers agree on what's selling this holiday season: namely, Rolex watches and the very traditional diamond solitaire earrings.

Even though sales are flat, Brevelle said solitaire diamond earrings are a big seller this holiday season, as they are every year.

“So far it's been diamond-oriented or watch-oriented,” Duvarney said.

Barnes Jewelry in Amarillo, Texas, mirrored these trends. Owner Jeff Fox said business over the weekend was very good, with solitaire diamond earrings, diamond bridal and watches as top sellers.

“Rolex and TAG Heuer continue to be super-strong,” he said.

Anshus said his best business occurs the last two weeks before Christmas, crediting it to consumers first heading to the malls, then flocking to smaller, independent stores to meet their needs.

At Farmer's Jewelry in Lexington, Ky., owner Bill Farmer Jr. said diamond studs are selling best in the diamond category, and engagement rings are getting traffic too.

Farmer Jr. said that this year, providing enhanced value for the in-store customer is crucial. He said it's so important to treat each customer as if he or she is the only one in the store because they are forgoing online shopping to be there.

Source: Nationaljeweler.com
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