Have a Heart

Valentine’s Day is just around the corner, and eager shoppers are searching for the perfect gift to express their love. As retailers embark on the post-holiday replenishment period for their showcases, this special day in February offers an opportunity to take stock of the most giftable items for shoppers and their loved ones (or even themselves). 

We talked with several JCK exhibitors to get their take on the best jewels to highlight this Valentine’s Day, predictions for bestsellers, and how current events (yes, gold prices are still a hot topic) are impacting what shoppers are demanding now.

First, the basics: What should retailers spotlight in their showcases for Valentine’s Day shoppers? 

“Jewelers should focus on stocking meaningful, story-driven pieces because gifts that carry emotional significance consistently outperform purely decorative jewelry,” says a representative from Meditation Rings. “Customers aren’t just buying something that looks nice—they’re buying a symbol of love, connection, or appreciation.”

“Valentine’s shoppers are gravitating toward meaningful, timeless pieces that feel romantic without being overly literal,” says Melanie Goldfiner Goldberg of Rahaminov. “Jewelry that can be worn daily, layered, and styled beyond the holiday is what truly performs. Pieces that transition easily from day to night, dressed up or down, give customers even more confidence in their purchase.”

“I think these vintage love locks are the perfect Valentine’s Day item for retailers to stock,” says Julie Romanenko of Just Jules. “These are vintage working locks and are not only beautiful but are also functional as the clasps of the necklaces.”

“Valentine's Day is a popular day to propose to your partner. For this reason, we advise our jewelry partners to have a wide selection of engagement rings available in store,” says Anna Eikhoff of Breuning. “Currently, special stone cuts are very popular for us, such as emerald cut, cushion cut, or oval cut. For example, this engagement ring with a heart cut is made to sparkle with small diamonds.”

Current events certainly have impacted the way consumers shop, but according to some jewelers, that’s even more reason to go all-in on meaningful jewels—especially that holiday staple, the heart.

“With the current state of our world, we truly believe that we should all lead with love,” says Leah Jover of Lauren K. “Wearing your heart on your sleeve (or around your neck) is an easy way to impart this message. Customers will continue to want to express this sentiment through fashion, including jewelry.”

“The obvious thing to have for Valentine’s Day would be heart shapes, but what I think most don’t realize is the diversity of the shape,” says Mark Klein of Julius Klein. “Even a small heart can be added to a necklace or bracelet stack; and then there are fun styles like pinky rings or even a bypass ring. What better way to show two people in love than two hearts interlocking, hugging, and nestling together? Hearts can be a borderline novelty item, but they’re fun and you don’t need a lot of metal or gold to make it a great piece—and the shape sends a very clear message what it is for.”

Do brands anticipate rising gold prices will influence the way customers shop?

“Considering the current high gold prices, it is likely that jewelers will experience fewer sales, but at higher purchase prices, balancing out overall revenue,” says Benny Golan of Shula New York. For Valentine’s Day shoppers, Golan recommends one of the brand’s bestsellers: a heart-shape diamond ring in 14k white gold.

“Our philosophy is that the gold prices will not deter sales because we offer substance and inherent value,” says Bellarri Adleman, founder of Bellarri. “Today’s consumers see their purchase as an investment. Every Bellarri piece is more valuable over time, and therefore, each purchase becomes more of a treasure.” In terms of what to stock, Adleman says “It’s all about beautiful color! Beautiful color gemstone jewelry is very strong. It’s a woman’s best accessory and captivates her heart at the same time.”

“Soaring gold prices and the introduction of inexpensive lab-grown diamonds have highlighted the swap in gold being the focus for fine jewelry: 18k gold jewelry has become the luxury store staple for fine jewelry purchases,” says Carol Boyd of Fana. “In terms of status, gold is the new diamonds and has a high appeal to luxury consumers looking to make bold statements—just what we’d recommend for Valentine’s Day this year.”

“High gold prices and new U.S. tariffs will likely push American jewelry customers toward affordable alternatives and more usage of colorful gems in 2026,” says Ashish Sand of Savio Jewellery. “Pop culture shifts toward bold, maximalist styles will encourage statement pieces over minimalist designs. Economic pressures may favor experiential spending, but resilient luxury demand persists among affluent buyers and they would certainly buy from companies from India (like us).”

“Gold prices have risen sharply over the past year, and this increase has had a significant impact on jewelry trends. What we observed last year from our clients is that their customers are increasingly avoiding lower-karat gold jewelry (9k and 14k), resulting in a polarization into two distinct groups,” says Antonios Kouzoupis of Kouzoupis. “The first group seeks more affordable options and is turning to silver jewelry. The second group, on the other hand, views jewelry as an investment and is choosing 18k gold. This shift is driven not only by rising gold prices—which have made 9k and 14k pieces less accessible to their traditional audience—but also by modern pop culture, which has once again begun to promote what we in Greece call chrysophilia (the love of gold). Customers will continue to look for elegant yet distinctive pieces, and I believe this trend will persist throughout the coming year, with this polarization becoming even more pronounced.”