Hot trends in jewelry for the Holiday season are shaping up to offer up a big message to jewelry retailers. High end jewelers may feel the pinch this holiday season with gold and platinum prices at an all time high.

Sterling Silver, which offers the look of white gold (and platinum) may come out as the top winners this Holiday season - along with Sterling Silver - set with precious and semi-precious stones. Gems set into 10KT. gold may fair better than gemstones set in 14KT. and 18KT. gold however, one thing is crystal clear, consumers have become savvy shoppers when it comes to seeking a bargain plus, the "look".

The "Look"

The "look" can be defined as anything "sterling" set with colorful gemstones such as iolite (looks like tanzanite), garnet, rubelite or red spinel (looks like ruby), deep blue topaz or blue spinel (looks like sapphire), fluorite or green tourmaline (looks like emerald), yellow beryl or African scapolite (looks like yellow sapphire). One thing to remember is that all of these alternatives gemstones are genuine.

Diamond solitaire rings and/or pieces set with accent diamonds are being replaced with white topaz, white damburite or CZ's. No doubt, put it all together and one can achieve a big and bold expensive "look" without the high price. 

Something many may not know is that what was thought to be a very large ruby set into the The Royal Crown and dubbed "The Black Prince's Ruby was actually found to be a red spinel.

Consumers no longer need to have VS diamonds but, diamonds which are eye clean with good color. High end diamond sellers such as DeBeers might find themselves hard pressed to sell high-end diamond solitaires and journey pendants this Holiday season.

A new style of journey pendant "tells the journey story" without the price. The design boasts colorful precious and semi-precious gemstones in graduated sizes. In fact, these colorful pieces are also being set with the birthstones of the wife, husband and children. On the other side of gift-giving, grandmothers will be finding gemstone journey pendants with their grandchildren's birthstones. Average cost? $125.00 set in 14KT. gold and about half as much set into sterling silver.

No doubt, DeBeers will seek to push their high-end products this Holiday season and will undoubtedly hold onto the high-end market however, those seeking to propose and/or tell their partner "I Love You" are turning to reasonably priced diamond engagement rings and journey pendants with lower grade diamonds.

This shift in the market makes sense, as consumers have been self-educated that they don't need the "best of the best" as they are reminded (at every turn in their daily lives) that life is indeed a journey (and a struggle) every time they pull up to the gas pump, buy food, pay mortgages, taxes and college tuition.

Yes, life's a journey but, consumer's don't need a "journey" to the poor house.

The idea that a man (just starting out in life) needs three month's salary to buy an engagement ring has become preposterous - not to mention presumptive, on the part of those pushing advertising campaigns with pretty music and scenes, which conjure up a fantasy of the life to come.

It's not all bad news for some jewelry retailers who sell gold and platinum products. Consumer's should be made aware (by their local jewelry retailers) that there's product available, which was created and/or purchased for resale before gold and platinum jumped to their latest highs. 

As there are savvy consumer's seeking a bargain, there are just as many savvy jewelry retailers looking to offer a bargain. Those who "know" the jewelry industry purchased and/or created product knowing that prices of gold and platinum are cyclical. Those who bought short in the industry may suffer quite a bit, while those who are sitting on millions in merchandise from 2006 into 2007, have gained a competitive edge. I found one such retailer known as The Jewelry Showroom located just outside of Tampa, Florida.

Mom and Pop Jewelry Retailers Poised to Lead..

The mom and pop jewelry retailer may come out ahead this season, as they may have stocked up for their season and may have bought product in the right place - at the right time. The deals will abound with local retail jewelry stores, as they fine tune their calculators and seek to get back the cash they outlaid in 2006 and early 2007 for product plus, a small profit.

Those who churn and burn product in this industry such as the big store "chain gangs" seek to maximize their profits due to high overhead in major mall locations, employee costs and massive advertising budgets. Before visiting the mall, visit your local retailer jeweler as there are many benefits to be found right in your own neighborhood:

• Better customer service - less crowds = more attention
• One on one negotiation with the owner - as opposed to "set pricing" through mall retailers
• No looking for parking spaces in crowded malls
• More reasonable return and exchange policies
• Better selection, on-site sizing of rings and quick turn around on repairs

The Jewelry Showroom - A Study in Thinking Outside the Box...

There are a few jewelry retailers who are thinking outside of the box this Holiday season and one such retailer is The Jewelry Showroom located at 113 Flagship Drive in Lutz (of all places) Florida (Tampa Bay area). This company will actually be open on Thanksgiving Day from 9:00 A.M. to 11:00 P.M. in order to beat Black Friday.

Their slogan for their Thanksgiving Day campaign? Instead of shopping on Black Friday - Have a Happy Thursday at The Jewelry Showroom.

The idea is simple, bring in millions of dollars of merchandise for quick liquidation in a 48 hour period, make a small percentage on sales, work on volume and build their customer base. I visited The Jewelry Showroom and I've got to say that it's about the most unusual jewelry store I've seen in quite awhile.

Yes, the Christmas tree is already up however, when a store has to decorate a fifteen foot high Christmas tree then one could see why they had to get a head start.

The Jewelry Showroom is unlike any other jewelry store location. It's soaring ultra white walls seem endless, as their designer ripped out the hung ceiling and painted it black, which offers a cavernous feeling to the showroom.

While slick plasma screens (built into the walls spring to life with images), a complex BOSE sound system makes you wonder what the creators were thinking. The walls are filled - not with pictures of jewelry or gemstones but, with fine contemporary art (which is not for sale). However, at the end of my visit, it's my opinion that if all jewelry retailers visited this operation they'd learn a few things...

Upon entering The Jewelry Showroom, I was offered a Mocha Cappuccino (which I gladly accepted). In order wash down the Cappuccino, I asked for a bottle of water and I was asked if I wanted still or sparkling water. I opted for still.

As I walked around their cases, all of their prices (on tags) were face up (not hidden) and if I didn't ask a question or, wanted to hold a piece of jewelry in my hand, no one approached me to ask "may I help you". I have visited many jewelry stores in my time and it was refreshing to not have anyone ask me anything unless I asked first.

In fact, when I did ask a question, the sales associate backed away from the counter - she gave me my personal space and I did not feel I needed to engage in conversation. There was no sales pitch and, after reviewing their pricing, one can see why. The quality of the product and pricing speaks for itself. There were no cases with sale signs offering 50% off and/or "come on and buy it now" messages.

These people are smart however the location, while right off a major highway (41 North) offers visibility with highway signage, I had to Mapquest the street address, as their store is located in a small strip mall. That's about the only problem I could come up with where The Jewelry Showroom is concerned - getting out their message and their location.

However, after being in the store for a half hour, this question was answered as one consumer after another (whether in one's or two's) walked through the door. The floor traffic was consistent and no one walked out without a purchase (whether through layaway or an outright purchase).

In speaking with the store manager she stated that the location was selected as no other jewelry stores were within ten miles of their location. In addition, the object of the business model is to revitalize (raze the roof so to speak) in strip mall locations where the rent is low and the demographic for the region is middle class to upper middle class communities. I checked out her story and indeed found high upscale communities such as Avila, Cheval and Tampa Palms all within a few short miles of their location.

While I was in the store, I watched as consumer's purchased low cost items such as sterling silver pieces set with semi-precious gemstones. In fact, I was rather surprised when one gentlemen pulled up, walked in and purchased a $24,000.00 sapphire and diamond necklace for just under $7,000.00 for his wife's birthday. His reasons for shopping local? "I needed a gift for my wife, saw the sign on the road a few weeks back and I have difficulty walking. If I can buy high end goods at a better price than at the mall and not fight the traffic, then why not shop local. I'll be back for the matching ring and bracelet at Christmas time".

No, The Jewelry Showroom is not located in a high-end mall and it's non-descript location can put some off however, once inside, you don't know where you are. You're in a world created by some forward thinking New Yorker's who came to Florida with a bold dream. I think the store itself is reminiscent of a New York loft and is definitely out of place in its present location. However, if one can overlook (what they usually expect to see on the outside), the inside welcomes patrons with open arms with pricing that makes you wonder where have they been all of this time?