The necklace is featured in the brand’s “Rebel Heart” campaign starring Adam Levine and Behati Prinsloo.
50 Jewelers/50 States: South Dakota
In Brookings, the customers at Wink’s Fine Jewelry love their diamonds but have recently soured on the halo.
Jerry Miller purchased Wink’s Fine Jewelry in Brookings, South Dakota in 1981.
Miller has become a go-to in the area for diamonds, including loose stones he sources personally in Antwerp, Belgium. It’s a good thing, as the local population includes a university with many young people at the engagement stage of their lives.
Miller talked to National Jeweler about what they’re buying and his future plans for the business.
Wink’s Fine Jewelry was incorporated in Brookings, South Dakota in 1968. Today, Jerry Miller is the owner of the 1,800-square-foot store, which has six employees, one of which is Miller’s granddaughter, who hopes to take over the business one day.
National Jeweler: What’s the biggest challenge your store is facing today?
Jerry Miller: Millennials and competing with online shopping.
NJ: What’s the top-selling category at your store?
JM: Diamonds. Diamond engagement rings--we’re in a college town, South Dakota State University is here--as well as other diamond jewelry: diamond earrings, bracelets and necklaces.
NJ: What’s your top-selling brand?
JM: That’s easy, Wink’s Fine Jewelry.
NJ: Describe your regional customer.
JM: Our bridal customer is in their 20s. For the larger diamond purchases we have clients in their 40s to 70s. I couldn’t say if it’s more men or women but typically the young girls and women come in first to look, then bring the guy with them later, and maybe he comes back to make a purchase.
We have a big city to the south (Sioux Falls), but we serve about a 35- to 40-mile radius going west and east and north. We’re on the border of Minnesota and serve some of that population too.
NJ: What’s the most popular style of engagement ring with your clientele now?
JM: It’s going toward a more simple solitaire; halos aren’t too popular anymore.
Cushion-cut diamonds are popular, as are round brilliants. Fourteen karat to 18-karat white gold are our most popular metals, with some yellow too and a little bit of rose.
NJ: Which social media accounts are important to your business?
JM: We just built a new website, which is getting a lot of great comments from people.
For social media we have Facebook, Instagram, Twitter, Pinterest. We’re also on The Knot. Facebook is our biggest (social media platform).
The perfect pear ⯑⯑ #winksjewelry #downtownbrookings #pearobsessed #engagingbrookings
A post shared by Wink's Jewelry (@winksjewelry) on Jul 27, 2017 at 9:30am PDT
NJ: Do you have e-commerce?
JM: We don’t, but it’s something we’re looking into for the future.
NJ: What’s the best piece of advice you’d offer to a fellow independent jeweler?
JM: Stay out of debt.
Pay your accounts on time and live modestly today so you can live greatly tomorrow. And join buying groups like the RJO so you can get discounts, and join groups like the American Gem Society so you keep learning.
NJ: What’s a fun fact about you we can share with our readers?
JM: I’m handsome (laughs). Just kidding, I’m not. What’s a fun fact about me?
My 23-year-old granddaughter, Samantha Tupper, joined the business three years ago and she’s better at this than I ever was. I’m looking forward to retirement. She’ll buy me out of the business and that will give me a chance to see my other 30-plus grandkids and great-grandkids and travel.
The Latest
The two organizations will host a joint event, “Converge,” in September 2025.
Big changes appear to be on the horizon for the diamond miner and its parent company, Anglo American.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
Jesse Cole, founder of Fans First Entertainment, shared the “five Es” of building a fan base during his AGS Conclave keynote.
The Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
The announcement came as the company reported a 23 percent drop in production in Q1.
The three-time Pro Bowler continues to partner with the retailer, donating to a Detroit nonprofit and giving watches to fans.
A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
The selected nine organizations have outlined their plans for the funds.
The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
The overhaul includes a new logo and enhanced digital marketplace.
The money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.