Here are September’s year-over-year trends, based on aggregated data from thousands of independent retail jewelers across the U.S.
September delivered another positive year-over-year result for independent retail jewelers, with gross sales increasing 7% compared to September 2025. Units sold declined 3%, while average retail sale rose 10%. Average retail sale continued to support growth, but the smaller decline in units sold created a more balanced performance than August’s year-over-year results.
The data still points to some pressure on item movement, but September was less dependent on higher average retail sale than August’s year-over-year pattern. Retail jewelers sold fewer units than last year, but the decline was more moderate, while overall sales growth remained positive.
Category Insights
Diamonds posted a 5% increase in gross sales, with units sold down 4% and average retail sale up 9%. Diamond jewelry remained positive despite slightly softer unit movement, with higher average retail sale helping support the sales increase.
Colored Stones & Pearls delivered the strongest sales growth among the highlighted jewelry categories, with gross sales up 11%, units sold down 5%, and average retail sale increasing 16%. Colored stone and pearl jewelry continued to show higher average retail sale, while unit movement remained modestly soft.
Sterling Silver & Alternative Metals increased 8% in gross sales, despite an 8% decline in units sold. Average retail sale rose 18%, making higher average values an important driver of growth for sterling silver and alternative metal jewelry. The sales result was positive, but the unit decline shows that volume remains an area to watch.
Overall, September reflects a positive year-over-year sales environment with less unit pressure than August’s year-over-year results. Unit movement remained soft across the highlighted jewelry categories, but all three posted sales growth. As retail jewelers head into the holiday season, the data points to the importance of consistent clienteling, follow-up, service reminders, events, and appointment-setting to keep customers engaged and create opportunities for sales activity.
 |
 |
 |
 |
Not Sure How Your Store Compares?
Industry trends are useful, but your own numbers tell the story that matters most. A complimentary Store Performance Analysis gives retail jewelers a clear, data-driven look at how their business is performing and where opportunities may exist to improve sales, inventory, profitability, and cash flow.