When the Merchandise Really Matters

Jewelry at Hallmark and Jewelry Stores

Weddings may have been postponed during the pandemic, but engagements didn’t wait — and neither did purchases of engagement rings. Sales at Boston Diamond Studio, which specializes in engagement rings, have been strong over the past year and a half, said Owner Arvik Ozcan . And unlike many purchases, engagement rings are the kind of one-in-a-lifetime item that most people prefer to select in person. “Touch is more important than anything,” the retailer said.

In today’s fragmented market place, Ozcan has not observed a dominant style or trend, though platinum is still the preferred metal. “But every person is different,” Ozcan said. “People today are savvy and educated, and you have to go with their flow.”

After 30 years in the family business, Ozcan said that establishing personal rapport is the best way to sell engagement rings. “There has to be a connection,” she emphasized. “Ambience overall is important. It’s really how you sell, not what you sell.”

In Burlington, Vermont, Karlise Fine Jewelers is having its best year yet. “There’s a huge trend in bridal — tons of people getting married,” said Kara Archambault , director of Sales and Operations. “I think during COVID, people figured out they either couldn’t live with each other, or without each other.” a case, and we let each case tell a story,” Archambault said. She might pair a necklace with coordinating earrings, ring and bracelet.

At Karlise, couples go for clean, classic designs like round diamonds in solitaire settings. “I will say that oval has been trending more popular lately for those who don’t want round,” Archambault said. She sells less of the ornate pavé and halo looks that were popular a decade ago, and while more brides opt for yellow gold, white still rules, along with platinum. “It’s a very traditional look,” the retailer observed.

The average ticket is higher than in past years at Karlise, which Kara’s father, Michael Archambault, opened four years ago on the site of an 1800s-era jeweler. Kara Archambault said her industry sources report a rise of close to 50 percent in the average American fine jewelry purchase this year. “Burlington is a city that’s like a small town, and people have really supported small local businesses like ours,” she said.

- Aaron Lin, Lin’s Jewelry, Dededo, Guam, commenting on featuring the ornate seal that is part of the island’s flag on bracelets, studs, dangling earrings, and pendants.

That’s less the case in the ultimate big city, New York, where the local economy has yet to bounce back. “The last year and a half is not a great barometer,” said KJ Singh , who has owned Amreen’s Hallmark Shop in Midtown Manhattan for nearly 40 years. With most New York professionals still working remotely, this business district has only a shadow of the foot traffic it had two years ago.

Karlise compliments the aesthetic with less-is-more displays. “We try not to have more than a few items in

When people do come in for jewelry, they’re likely to pick up earrings and necklaces from smaller lines like Spartina. Singh said Spartina is popular for its pretty displays and packaging; for $28 to $56, shoppers can pick something off the shelf that’s ready to gift. Bigger brands, meanwhile, have been hit and miss for the store. Swarovski periodically pulls out of Hallmark stores, Singh said, while oncehot Alex + Ani suffered from market saturation and saw sales decline.

Beyond stocking appealing brands, Singh has found the best way to sell jewelry is to let people browse the displays in his 5,500-square-foot store. “People here don’t like others hovering around them to help,” the retailer noted. “Anything self-service sells better in the city.”

Retailer Aaron Lin sizes up patrons to determine their shopping style at his family’s Dededo, Guam-based business, Lin’s Jewelry. “Some people want to look around unbothered, and some of them want help,” he said.

What really sells jewelry is the local connection. “Most people want something that has the seal of Guam,” Lin explained. The ornate seal is part of the island’s flag; Lin features it in bracelets, studs, dangling earrings, and pendants, often displayed alongside acces- sorizing pieces like chains. “A lot of islanders like to showcase their island pride,” noted Lin. His family started the business in 1977, and now has multiple locations around the island.

At Global Pathways Jewelry in Burlington, Owner Tim Pratt and his team of jewelers personalize every piece, ensuring a loyal clientele. “We sell thousands of varieties of gemstones,” said Pratt. Moonstone is perpetually popular, he said, while moldovite is enjoying a vogue, likely from social media. “Even though everything we do is customized, there are trends that are very media driven,” he observed. Right now, for instance, patrons are looking for small pieces they can layer.

Given how personal jewelry is, Pratt said his customer service philosophy is to pay attention and be versatile. “Really listen to people,” he noted. “If there’s a miscommunication, it means we didn’t ask all the right questions.” ❖