Despite the pandemic, Delaware Valley consumers are expected to spend $270 million on fine jewelry this year. Based on projections from IBISWorld, here's what will be purchased:

• $113 million worth of diamonds
• $40 million worth of watches
• $27 million worth of gold
• $32 million worth of pearls and gemstones
• $47 million in other goods and services

Philadelphia area business owners will now have an easier time capturing a bigger share of jewelry expenditures as a monster competitive force disappears.

This week, Signet, the largest jewelry retailer in the country, announced that by December, it would be closing over 380 stores.  Signet's brands familiar to Delaware Valley consumers include Kay, Jared, Zales, and Piercing Pagoda.

To successfully compete for the void created by fewer Signet stores, local retailers will need to advertise, especially between now and the end of the year. This is when 63% of all fine-jewelry sales traditionally occur.

By any metric, the best way to reach local jewelry buyers is by advertising on Philadelphia radio.

Delaware Valley consumers spend $1.3 billion on fine jewelry every year.  Angelo Breaux, President of Family & Co. Jewelry, invests in advertising on Philadelphia radio stations every week to successfully claim a large share of those dollars.

Mr. Breaux is the third generation of jewelers in his family.  His Grandfather started the business in 1937 from a tiny store-front in South Philadelphia.  In 1971, his parents moved the store to a 1600 square foot store in the Plaza 70 Shopping Center in Marlton, New Jersey.

Fifteen years ago, Mr. Breaux expanded the original Marlton store to 3200 square feet. Today, Family & Co. remains a family-owned, single location business selling brand name jewelry. 

"The customers at my Grandfather's original store in South Philly pretty much came from the neighborhood. Today, with the help of our commercials on Philadelphia radio, we draw customers from Pennsylvania, New Jersey, and Delaware."

Mr. Breaux's decision to invest his marketing dollars in radio is supported by market research. According to Nielsen, Philadelphia radio reaches significantly more fine jewelry buyers than are reached by local TV, newspapers, or audio streaming sites like Pandora & Spotify.