I come from a family full of jewellers, although I'm not in the industry myself.
Average margin on Jewellery at a retail location like a mall is 300%. Most jewellery stores take in 70% of their revenue in November and December and another 10% on Valentines. Like a lot of retail stores, the industry is under siege from online stores that can live off razor-thin margins. The result is a lot of stores being forced to the super high-end market or to custom made stuff only. It's not going well, however, as we have seen several big chain stores going under lately.
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