Expanding on our previous post which looked at the price range of jewellery that you should be buying, what particular lines of jewellery should you be stocking?

This is a difficult question to answer, as it very much depends on who your customers are, what their particular styles might be, and how deep their pockets are. But there are ways to get an insight into what you should be buying. Experienced and successful jewellery businesses will already have a good idea what sells well, what they should be buying from their wholesaler, and in what volume, but what if you’re just starting out or not doing so well?

We’ve said this before, but it’s worth repeating: watch our jewellery best sellers page. This page is updated in real time as orders are placed, and lists the top 15 best selling lines of necklaces and bracelets. It changes many times a day, but there is a general uniformity to what appears here.

Items that sell well tend to stay on or near the best sellers page until they have sold out, and similar looking items to the top sellers tend also to sell well.

As the page relies on actual orders to fill itself, you can be sure that the top sellers are being bought by many jewellery retailers across the UK, and that these retailers are coming back to buy the same items again and again.

If the items on our best sellers page look like jewellery you have never stocked before, if they look a little too expensive, or a little lacking in colour, then you need to look at your buying model. These items are what is selling on English and Scottish High Streets today. If you’re not stocking them, or items similar to them, then chances are you don’t know your customers as well as you think.