New
Do the math on your open-to-buy.
November 6, 2026
How much new product should a jewelry store buy this year? There is a formula, a current margin figure to feed it, and — for almost everything else — no published benchmark at all.
Writing
Marketing, for people who sell jewelry.
What the research actually says, what we see in the work, and how a store’s strategy is put together. Every figure here traces to a source you can check.
The strategy reads your store’s own website and builds a plan from published Census figures for your trade area. Free, in a couple of minutes.
51% of jewelers say they sell more to fewer customers. It was 52% last year.
November 4, 2026
INSTORE's 2026 Big Survey is out. Set beside last year's charts, the belief that sales are concentrating in fewer, wealthier hands did not grow, and the share of stores leaning hardest on their top clients fell. Here is what changed, what did not, and what to do with it.
Small Business Saturday beat Cyber Monday by more than eleven to one.
November 2, 2026
For an independent jewelry store, the Saturday after Thanksgiving is the strongest local hook of the year — and it is won in the two weeks of posts before it, not on the morning itself. Here is what the numbers behind it actually measure, and the fortnight laid out day by day.
Your Black Friday markdown is aimed at the half of the business that's already working.
October 26, 2026
Independent jewelry grew in 2025 on price, not on people — sales up, pieces sold down. Black Friday still brings people out, so the job for the weekend is to be worth the visit, not to compete with the chains on discount.
Your holiday feed starts November 1, not Black Friday.
October 19, 2026
The week-by-week Facebook plan for a jewelry store's holiday quarter — five weeks of gift guides, events and wish lists before December's daily run to the 24th, and the measurement change that broke every year-over-year comparison this summer.
Your holiday giveaway breaks two Facebook rules at once.
October 12, 2026
The share-to-enter, tag-a-friend Christmas giveaway most stores are planning right now violates Facebook's own promotion terms — and is separately demoted as engagement bait, with a Page-level penalty for repeating it.
Your holiday Reels don't need a soundtrack. They need your voice.
October 12, 2026
The largest Facebook-specific Reels study finds human speech in the first three seconds is the biggest retention lever measured — and 61.8% of brand Reels contain none. Going into the season where a store posts most, the fix is free.
The November trunk show was booked in July.
October 5, 2026
Fifty-two in-store event formats are documented across the jewelry trade press. None of them carries a measured result — and what most stores get wrong is not the format, it is the start date.
February isn't your second-biggest month. May is.
September 28, 2026
US Census month-by-month data gives the jewelry year one peak everyone plans for and one almost nobody does — and puts Valentine's February below an average month, tied with August.
Pages posted less last year. Likes per post rose 64%.
September 24, 2026
Nobody has ever measured "Facebook fatigue" — not the vendors recommending daily posting, not Meta, not anyone. What is measured points the other way: as posting volume fell 22–48% across the industry, engagement held and likes per post climbed.
Fourteen Facebook statistics, traced. None survived as quoted.
September 21, 2026
We followed the most-quoted Facebook marketing statistics back to their origins. Four are a decade old, three describe the wrong platform or the wrong country, three misread real data — and four have no origin at all.
The golden hour has never been measured by anyone
September 14, 2026
The claim that a post's first thirty minutes decide its reach underwrites the entire scheduling-software industry. No platform, no vendor and no academic paper has ever measured it — and two platforms state the opposite in their own documentation.
Lab-grown isn't one trend anymore
September 7, 2026
Bridal and fashion have become two different businesses that happen to share a material — and the January 2026 figures are the clearest sign yet that they have separated.
1,700 fewer jewelry stores, and almost none of them failed
August 31, 2026
The store count has fallen every year since 2021, and the closure data says the cause is retirement rather than competition. In the first quarter of 2026, four US retail jewelers went bankrupt and 107 simply stopped.
What should a jewelry store spend on marketing?
August 24, 2026
The figure the whole trade quotes is from 2008. Here is the honest range, what it looks like in dollars, and the question worth asking instead of the percentage.
For a December proposal, they started looking in May
August 18, 2026
Engagement season is the best-evidenced lead time in the jewelry calendar and the one most stores get wrong — not by picking the wrong moment, but by starting six months late for a moment they identified correctly.
Repairs grew 14%. The rest of your store grew 4.7%.
August 18, 2026
The fastest-growing line in independent jewelry is the one almost nobody markets — it brings a customer through the door twice, and a national chain structurally cannot compete with it.
Why photo albums beat Reels for small jewelry pages
August 18, 2026
For a page the size of a jewelry store's, a multi-photo album out-reaches a Reel by about eight and a half times — and the popular version of this finding gets the crucial part backwards.
The state of independent jewelry retail in 2026
August 18, 2026
Fewer stores, bigger tickets, and the categories quietly carrying the year — plus which pieces of social media advice have any evidence behind them at all.