May Delivers Another Solid Month for Jewelers — On Average Retail, Not Volume

MONTHLY SALES PERFORMANCE

May delivered another solid month for retail jewelers, with gross sales increasing 12% compared to May 2025. That matches the overall sales growth seen in both March and April. However, unit sales declined 9%, while average retail sale increased 22%, showing that growth was driven by higher average values per piece sold rather than increased unit movement. May continues the higher-value sales pattern seen throughout the spring, with fewer pieces sold overall but stronger average retail values supporting industry performance.

Top Performing Vendors for May

The wholesalers with the largest increase in sales percentage year over year for May.

1.Tudor Watch: Up 34%
2.Fana: Up 32%
3.Stuller: Up 28%
4.Rolex: Up 27%
5. Shy Creation: Up 25%

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

1. Rolex: Up 25%
2. Cartier: Up 6%
3. Stuller: Up 6%
4. Joshua J: Up 4%
5. Erica Courtney: Up 2%

Performance by Region

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

1. Canada: down 5%
2. South: up 10%
3. Midwest: up 15%
4. Northeast: up 9%
5. West: up 12%

Sales Performance Commentary

May delivered another solid month for retail jewelers, with gross sales increasing 12% compared to May 2025. That matches the overall sales growth seen in both March and April. However, unit sales declined 9%, while average retail sale increased 22%, showing that growth was driven by higher average values per piece sold rather than increased unit movement. May continues the higher-value sales pattern seen throughout the spring, with fewer pieces sold overall but stronger average retail values supporting industry performance.

Category Performance:

• Diamonds were up 8% in sales and up 21% in average retail sale, despite an 11% decline in units sold.
• Colored Stones & Pearls were up 7% in sales and up 19% in average retail sale, while units sold declined 10%.
• Sterling Silver & Alternative Metals were up 1% in sales and up 18% in average retail sale, while units sold declined 14%.

Overall Vibe:

May continued the higher-value sales pattern seen throughout the spring. Gross sales remained strong, but unit movement softened further, making average retail sale an even more important driver of performance.