Love is in the air, and so is the sound of cash registers ringing. With Valentine’s Day here, local jewelers are experiencing one of their busiest weeks of the year, second only to the holiday rush in December.
Sales Surge as Valentine’s Day Arrives
At Mesa Jewelers in Grand Junction, Colorado, the uptick in demand has been impossible to ignore. Shoppers have been flocking to the store, eager to find the perfect gift.
“Valentine’s Day is our second busiest time of the year behind Christmas,” said Devin Horvat, store manager at Mesa Jewelers. “We’re always making a lot of deals happen [and] making custom jewelry around this time of year.”
It’s not just rings and bracelets flying off the shelves—buyers are gravitating toward personalized pieces, with necklaces and birthstone jewelry in high demand. But this year, one particular item has stood out above the rest.
Diamond Earrings: The Best-Selling Gift of 2025
While Valentine’s Day gifts can vary, Mesa Jewelers has seen a clear trend this season.
- Diamond earrings have emerged as the most popular choice, surpassing other traditional pieces like heart-shaped pendants and engagement rings.
- Birthstone jewelry remains a close second, with customers seeking meaningful and unique gifts.
- Rings, particularly those for proposals, still hold strong appeal during the holiday.
Customers aren’t just shopping for their significant others—they’re looking for high-quality, lasting gifts. “We always want to make sure that she’s happy with it too, so the sale goes beyond me just selling to you. We are also selling to her in the future,” Horvat explained.
Why Diamond Earrings Are Winning the Season
The shift toward diamond earrings as a top seller isn’t random. Jewelers and industry insiders point to a few key reasons for the spike in demand:
| Factor | Impact on Sales |
|---|---|
| Timeless Appeal | Diamonds never go out of style, making them a safe yet luxurious choice. |
| Versatility | Unlike rings, which require sizing, earrings are easier to buy without concerns over fit. |
| Perceived Value | Shoppers see diamond earrings as a meaningful investment that lasts a lifetime. |
Retailers have also noticed that more men are opting for earrings as gifts, steering away from traditional Valentine’s Day presents like chocolates and flowers. Jewelry experts say it reflects a growing preference for gifts that hold sentimental and long-term value.
Last-Minute Rush Keeps Jewelers Busy
Even with the clear sales trends, one thing remains unchanged—many shoppers are still waiting until the last minute. Mesa Jewelers is prepared for the Valentine’s Day rush and will be open from 9:30 AM to 5:30 PM to accommodate procrastinators.
For those still searching for a gift, jewelers recommend focusing on classic pieces with a touch of personalization. Whether it’s a custom engraving or a specific gemstone, adding a thoughtful element can make the present even more meaningful.
