Custom and Lab-Grown Diamonds Drive May Jewelry Sales

Article Summary

According to INSTORE’s Brain Squad survey, 41% of jewelry retailers reported sales growth in May 2025, with only 23% seeing declines compared to the same month last year. The strongest performers included lab-grown diamonds, custom engagement rings, and stackable bands, reflecting consumer demand for personalization and value. Retailers also noted increased interest in name necklaces, vintage pieces, and repair services, signaling a shift toward meaningful and practical purchases.

Popular vendors included Mercury Ring, Shah Luxury, Shefi Diamonds, and Rembrandt Charms. Retailers emphasized the importance of offering flexible design options and responding to customer visions with tailored solutions. The report also highlighted how lab-grown diamonds are helping move older inventory and how natural diamonds are regaining appeal among certain buyers. Overall, May’s results suggest a healthy appetite for emotionally resonant and customizable jewelry.

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Local Business Types for Broadcasters to Consider Contacting

Independent Jewelry Stores – These retailers are seeing strong demand for custom and lab-grown pieces. Broadcast campaigns can spotlight their design flexibility and emotional storytelling.
Jewelry Repair Specialists – With repair services on the rise, these businesses can use broadcast media to promote craftsmanship and sustainability.
Vintage and Estate Jewelry Shops – As interest in unique, meaningful pieces grows, these stores can benefit from campaigns that highlight history, rarity, and personal connection.

Three Creative Campaign Ideas for Broadcasters to Consider

Radio Station Commercial Idea: “Design Your Story” – Feature a local jeweler offering custom engagement rings and stackable bands, using listener testimonials to build emotional resonance.
TV Station Commercial Idea: “From Heirloom to Highlight” – Showcase a vintage jewelry shop helping customers rediscover and repurpose timeless pieces, emphasizing sentiment and style.
Digital Advertising Campaign Idea: “Name It, Wear It” – Launch a user-generated content campaign where customers share the story behind their name necklaces, paired with exclusive offers and spotlight features.