A recent industry survey has illuminated a buoyant market for jewelry retailers in February, with a substantial majority reporting an uptick in sales. The findings highlight a dynamic shift in consumer preferences, emphasizing the growing appeal of lab-grown diamonds, bespoke engagement pieces, and vibrant colored gemstone jewelry. This surge in performance suggests a resilient and adaptable retail landscape, successfully meeting diverse customer demands.

The survey, conducted by INSTORE, gathered insights from 85 members of its 'Brain Squad,' revealing that 62% of participating jewelers witnessed increased sales in February compared to the previous year. A remarkable 28% of these retailers experienced a significant boost, with sales climbing by 25% or more. This robust growth underscores a healthy consumer appetite for fine jewelry, especially as special occasions like Valentine's Day contributed to heightened purchasing activity.

Across various regions, specific product categories emerged as front-runners. In Atascadero, CA, Heavy Stone Rings' customizable men's wedding bands garnered considerable attention. Meanwhile, retailers in Plymouth, MI, and Dickson City, PA, reported strong sales in bridal wear, particularly citing Craft Lab Grown, Ti Sento, and Monte Luna collections as popular choices, aligning perfectly with Valentine's Day demand.

Lab-grown diamonds continued their ascent, proving to be a consistent hit for custom engagement rings from brands like Zeghani and Kim International. Natural diamonds also maintained their appeal, especially in diamond fashion basics and designer pieces from Christopher Designs and Simon G. Several jewelers, including those in Altus, OK, Calgary, AB, and West Springfield, MA, specifically called out lab-grown diamonds for custom engagement rings as top sellers, often alongside natural diamonds exceeding 1.50 carats.

Beyond diamonds, colored gemstone jewelry experienced a remarkable surge in 2025, with the North American market expanding by an estimated 7% year-over-year. This growth outpaced traditional diamond sales, driven largely by younger consumers seeking unique and expressive pieces. Sapphires, rubies, and emeralds saw increased demand, establishing the colored stone sector as a bright spot in the luxury market. Geographically, the West demonstrated the strongest sales for colored gemstones, while the Northeast showed the weakest.

Estate jewelry, gold bullion, and custom design work also featured prominently in sales reports. Retailers like Sherrie S. in Tigard, OR, and Don U. in Wethersfield, CT, noted a strong client desire for unique, personalized items, often incorporating existing family heirlooms. The high price of gold also led to increased interest in estate pieces, offering customers value without the typical markups of new items. Other notable mentions included Stuller, Don Conkey & Sons, Allison-Kaufman's colored gemstone rings, and GN Diamond stud earrings and tennis bracelets.

The collective insights from jewelers across the nation paint a picture of a flourishing jewelry market. The blend of traditional preferences for natural diamonds and the burgeoning demand for lab-grown alternatives, coupled with a renewed interest in colored gemstones and custom designs, reflects a diverse and evolving consumer base. This period of sustained growth, marked by strong performances in key categories and geographical areas, sets a positive trajectory for the industry.