Hi Doreen, I think the answer depends in part on whether your jewelry
is one-of-a-kind or not, and what your price points are.
I advertised in three issues of the DJS, but not for the last three
years. My jewelry is relatively high end and one-of-a-kind (gold and
stones). I received several calls as a result of my ads, but almost
all were for consignment. Since I do primarily consign, this worked
out well for me in a few cases. A few of the callers requested a
catalog but when I explained my price points and how I work, they
lost interest quickly.
I’ve noticed that a few jewelers appear in the DJS year after year
(I check it out every year), but most have fallen off to be replaced
by new people. This tells me that even if the DJS brings in business
initially, it’s not a long-term worthwhile investment of money for
In the final analysis, the only way you’ll know if it pays off for
you is to try it. But don’t even think about it unless you have
professional quality images. I’m always amazed at how awful some ads
are. Now that’s a waste of money!