LANSING – This holiday season, there will be no shortage of diamond stud earrings for sale in Macomb County.

Some local jewelers are certain that holiday business will be bright and sparkly, but others are wary. The Michigan Retailers Association (MRA) expects a nearly 5 percent sales increase over the last holiday season.

“Our economy is in worse shape than the national economy,” MRA’s vice president, Tom Scott, said. “Most retailers would be happy with the 5 percent increase.”

Vince Lucido, owner of Lucido Jewelry in Sterling Heights, predicts a 10 percent increase in his holiday sales over last year.

“We’re not sitting on our hands waiting for people to come into the door,” Lucido said. “Traffic is down, but, overall, sales are up.”

Other jewelers agree. Dan Nevin, owner of Thomas Nevin Jewelers in Mount Clemens, said the holiday months will bring bigger sales.

“Twenty-five percent or more of our sales are made during the holidays,” Nevin said. “Naturally, we hope for a better season. It’s been a difficult year for some of my fellow jewelers because of the economy and car companies.”           

Carol Humphrey, owner of Romeo Jewelry and Craft Oasis, said forty percent of her sales are made during the holidays.

“It should be a good year,” Humphrey said. “Whenever there’s an event or something going on, we tend to have good sales.”

Colder weather and late back-to-school shopping were factors in improved sales this September, compared with the previous year, MRA said.

“Gasoline prices have fallen,” Scott said. “Retailers are optimistic.”

But one jeweler said his fellow retailers should be cautious.

Harry Thompson, owner of Maloof Jewerly and Gifts in St. Clair Shores, said reputation is more important than economic factors when it comes to sales.

“There’s no secret that the Michigan environment for business is really bad,” Thompson said. “These are some real rough times, so it’s important to do whatever you can to keep customers.”

“It’s a really tough market,” Thompson said.  “Jewelry is a luxury.  You need to go to the grocery store to buy food, but you don’t need jewelry.”

The other jewelers said diamond stud earrings are a gift they can always count on selling.

“Our most popular item during the holidays is something for the wife,” Lucido said.  “The most common is a nice pair of diamond studs, one of our biggest sellers.”

Holiday retail sales were down almost 2 percent last year, according to MRA.

“This Christmas, if a jewelry store can do 5 percent more, they are doing a great job,” Thompson said.