Editor’s Note
**Editor’s Note:** The following article draws on candid insights from INSTORE’s November Brain Squad survey, featuring unfiltered perspectives from jewelry industry owners and managers. From bold predictions of $10,000 gold to the rise of jewelry vending machines and stark commentary on “Gulag America,” these voices reflect a sector grappling with rapid change and deep divisions.
The quotes and stats here come from INSTORE’s November Brain Squad survey. Thanks to the owners and top managers who took the time.
“Outlandish: gold goes back to the prices we saw in the ’80s and ’90s. $250 to $350. Conservative: somehow the industry reverts to the early times where gold and all quality jewelry was a true luxury, and the average person bought a lot of quality gold-plated jewelry such as Krementz and other manufacturers. Those companies ceased to exist during the era of low gold prices when a teenage person could buy several solid gold neck chains on the income from a part-time job at a fast food place.”
“Gold will continue to rise and cause designs to get lighter. Jewelry vending machines will appear in airports and luxury malls.”
“Conservative prediction is that independent jewelers will double down on omnichannel integration over omnichannel existence. Real growth won’t be coming from ‘being everywhere’ — it will come from eliminating friction between everywhere. The stores that win will be the ones whose digital browsing, in-store appointments and post-sale service feel like one continuous thread, not separate silos. Outlandish prediction: A high-profile celebrity will publicly announce they’ve melted down their entire jewelry collection and rebuilt it using only reclaimed metals and lab-created stones. It will trigger a viral wave and suddenly, ‘heritage-level luxury’ will not be defined by mined gemstones, but by creative re-engineering and the ethical reinvention of what already exists. It will spark a movement where ‘cool luxury’ = reclaimed, reimagined, reborn.”
“There will be several new diamond mines, with more natural fancy colors and record-breaking sizes, helping shift the focus back to the rarity of natural diamonds. New technologies will introduce a whole new sector to the jewelry industry, with new accessories unlike anything else. I can’t say what it is, because it has yet to be invented or maybe even discovered.”
“Conservative … lower numbers of customers buying jewelry as Christmas gifts. Outlandish? The Land Rover effect: when it was cheaper nobody wanted to buy it, when the price was raised, everyone wanted a Land Rover. One can only dream.”
“Conservative — price of gold going very high will put some mom-and-pop jewelry stores out of business. Outlandish — price of gold going between $5,000-$10,000 per ounce. All jewelers will become very rich.”
“Conservative: I think labs continue to plummet. We are seeing them in fashion jewelry a lot more and I think that is where they will stay. Outlandish: Gold stays consistent. I am not sure that is outlandish but I don’t think it goes through the roof.”
“Gold will settle at a price that the average person can afford to buy gold jewelry again. Lab-grown diamonds will disappear as they become the equivalent of good rhinestones.”
“1) Because of the rising price of gold and tariffs on imported stones, jewelry, etc., the jewelry market will become a low-margin industry. 2) Because of the rising price of gold and the increases in stone expense, we will ALL make LOTS of money and retire multi-millionaires!”
“I keep waiting for all of the 45-65-year-old women to notice the BIG diamonds on their daughters’ hands and start coming in to get their own! I see a growing trend of women purchasing their own fashion jewelry and larger diamonds over the next year and into the future!”
“Gold reaching $6,000 and silver $75. Loose diamonds becoming a thing again.”
“Natural diamonds skyrocket in sales over lab. Gold hits $8K (no….please no…).” — Tom N., Spencer, IA
“Many stores will close the doors. Bench jewelers will work from home. Box stores will sell more 10K, gold-filled, sterling and lab-grown stones.” — Elizabeth P., St. Louis, MO
“I predict that in 2026, natural diamond engagement rings will continue their climb back up, but lab-grown diamond prices will keep natural prices from getting back to pre-lab-grown diamond pricing days!” — Angela C., Atascadero, CA
“Either we are going to end this year in a recession with $5,000+ gold OR an economic boom — with gold at $5,000+.” — Vincent S., Chicago, IL
“Lab melee will replace natural diamond melee.” — John P., Winter Park, FL
“I’m not good at predicting anything … I just turn up the music and enjoy the journey.” — Sherrie S., Tigard, OR
“I’ve never been good at predictions. I just keep my head down and try to roll with the circumstances.” — Janne E., Cocoa, FL
“My two predictions: 1. The economic confidence continues to improve and sales continue to improve in 2026. 2. (Outlandish) Gold hits $10,000 per ounce and all of us long-time jewelers scrap our entire inventory and retire as very wealthy individuals.”