What diamond jewelry are you promoting for the holidays?

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What diamond jewelry are you promoting for the holidays?

By Joseph Dobrian

October 12, 2009

"Asscher Split Crown Ring" from Daniel K Couture set in handmade platinum, shown with 2.71-carat center stone. DanielK.net

Jewelers from around the country share their diamond jewelry merchandising and promotion plans for the 2009 holiday season.

Northeast

"Conservative diamond fashions such as traditional cluster earrings, rings and three-stone pendants--in white gold as opposed to yellow or platinum," says Christopher Arends, Aires Jewelers, Morris Plains, N.J.

"I usually play it by ear and don't plan the holiday season too far ahead, especially with the economy what it is, and I don't have a large stock of diamonds on hand," says George Stoeckel, George R. Stoeckel Jewelers, Stroudsburg, Pa.

Southeast

"Bridal is what's doing best for us, and we're all a little gun-shy, so that's what I'll stick with this season," says Jay Lubeck, Jewels by Lubeck, Neptune Beach, Fla.

"Past Present And Future [three-stone anniversary pieces are] still doing well here; it's hard to say if Journey will carry over. Circle [pendants] seem to have died. I'll concentrate on pieces that present good value for
the money," says Harold Creech, Jamestown Jewelers, Jamestown, N.C.

Midwest

"Dangling diamonds, laser-drilled with a titanium wire, might be an interesting possibility. For the most part, we'll stick to conservative pieces," says James Shaw, Shaw and Son Jeweler, Canal Winchester, Ohio.

"I have no idea, I don't know what to put in my cases because of the economy. This is a very conservative town, so I'm looking at price point rather than specific pieces: the $200 to $1,000 range," says Carl Giganti, Giganti and Giganti, Springfield, Ill.

South Central

"Staples like engagement rings, [three-stone jewelry] and antique reproduction looks will be pushed hard this year," says Kevin Patton, Pattons Fine Jewelry, Baton Rouge, La.

"Colored diamonds are doing well, especially combined black and white diamonds and blue diamonds; we're also doing well with sterling and diamond combinations, due to the price of gold," says Dan Tuschhoff, Harold's Jewelry Store, Jackson, Mo.

"We don't promote much. We'll do what we've always done: fly by the seat of the pants," says Thomas Barnes, Thomas Barnes Fine Jewelry, Victoria, Texas.

West

"Stud earrings, from 10 points to 1.25 carats total weight, and more custom-made pieces with smaller stones and pave diamonds," says Steve Cope, Alpine Jewelers, Alpine, Calif.

"We've just signed up for a 400-piece sample line of bridal jewelry from Variety Gem Co., so we'll have their entire line in here, and that's where our focus will be for the year: establishing ourselves as a bridal store," says Steve Johnson, The Goldsmith's Diamonds and Design, Medford, Ore.

"We haven't decided yet, but probably pendants and 'steady rings,' " says Stephanie Wilhonen, Charles Fine Jewelry, Burlington, Wash.

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