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For NATIONAL JEWELERS product panel, we bring Y Charm jewelers from around the country who have agreed to share details on their stores, as well as their thoughts, strategies and advice on issues that impact their businesses. This month, the panel weighed in on the sales and marketing of diamond jewelry during the holiday season.EXECUTIVE Z Charm forecast rise in diamond jewelry sales Though the holiday season economic forecast is cloudy, the retailers participating in NATiONAl JEWELER'S latest Product Panel survey on diamond jewelry made one thing clear.

the diamond jewelry market is looking up, at least compared to last year.A full 78 percent of survey-takers said that their 2009 holiday season diamond jewelry sales were flat (31 percent), up slightly (41 percent) or up significantly (6 percent) Star of David Charm the holiday season in 2008, a miserable year for retailers by all accounts.The majority of respondents expect this year to be even better, with 71 percent forecasting a rise in bridal diamond jewelry sales and 65 percent anticipating that non-bridal diamond jewelry sales will improve.

BIG ON BRIDAL For diamond jewelry promotions this holiday season, most product panelists seem to be leaning towards putting their stores' marketing muscle behind bridal. One panelist is making bridal the top priority, followed by price-point Classic 18ct Gold Maple Leaf Charm silver-and-diamond jewelry. Another said the focus would be bridal, third-party credit financing and De Beers' proprietary "Everlon Diamond Knot Collection." Yet another cited plans to hold a weeklong event featuring a new bridal line and a branded line of loose diamonds.