Jewelry Sales Rose 10% in July as Average Retail Sale Climbs, Unit Sales Slip

July delivered another positive month for retail jewelers, with gross sales increasing 10% compared to July 2025. Average retail sale increased 12%, while unit sales declined 2%. Compared to June, when gross sales increased 18% and unit sales were flat, July showed a more moderate top-line result with some renewed softness in unit movement.

The key takeaway is that higher average retail sale continued to support overall performance. Sales growth remained positive, but the decline in units shows that July was driven more by stronger transaction values than by increased item movement.

Top Performing Vendors

The wholesalers with the largest % growth, increase in sales percentage year over year, rolling 12 months.

1.  Stuller: up 8%
2. Cartier: up 6%
3. Joshua J Fine Jewelry: up 4%
4. Paramount Gems: up 3%
5. Malakan Diamond Co.: up 2%

The wholesalers with the largest increase in sales percentage, July 2025 vs. July 2026.

1. Joshua J. Fine Jewelry: up 173%
2. Cartier: up 153%
3. Paramount Gems: 69%
4. Malakan Diamond Co: up 36%
5. David Yurman: 35%

Performance By Region

Retail sales performance for July 2026 vs. July 2025, according to Edge Retail Academy data.

1. Canada: down 2%
2. South & Southeast: up 9%
3. Midwest: up 9%
4. Northeast: up 10%
5. West: up 15%

Category Performance:

• Diamonds were up 11% in sales and up 9% in average retail sale, while units increased 1%.
• Colored Stones & Pearls were up 16% in sales and up 22% in average retail sale, despite a 5% decline in units sold.
• Sterling Silver & Alternative Metals were up 5% in sales, while units declined 8% and average retail sale increased 14%.

Overall Vibe:

July showed continued sales growth, though at a slower pace than June. Average retail sale remained an important driver of performance, especially in Colored Stones & Pearls and Sterling Silver & Alternative Metals. Diamonds showed the most balanced result, with both sales and unit movement increasing slightly.