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The INSTORE Show 2023 Ends on a High Note with Robust Sales, Great Speakers and Dates Set for Next Year

The “Bench Pressure Challenge” awarded top performing bench jewelers, and exhibitors expressed enthusiasm for the new trade show.




(PRESS RELEASE) ROSEMONT, IL – INSTORE, the favorite publication of American jewelry retailers, closed out its first INSTORE Show yesterday in Rosemont, Illinois. The event occurred Aug. 13 – 15 at the Donald E. Stephens Convention Center and co-located with the Chicago Responsible Jewelry Conference (Aug. 11 – 12). INSTORE also partnered with MJSA to hold an education track on Cram Day (Aug. 12) ahead of the show, and MJSA also oversaw the Bench Pressure Challenge, Aug. 13 – 14. Plus, on Sunday night Aug. 11, a “Play It Cool Party” fêted this year’s winners of the America’s Coolest Jewelry Stores contest.

Popular speaker Shane Decker drew a crowd as the keynote speaker on Monday, Aug. 14, where he addressed “How to Double Your Average Ticket Sale.” Decker’s fans piled on the accolades on social media, with one person gushing about his longtime column in the magazine and others posing with him in selfie photos.

On the show floor, more educational seminars took place on Monday and Tuesday. Among them were Just Be You: How to Match Your Store Environment with Your Culture and Model, How to Overcome the Most Difficult Customer Objections, How to Prep for Fourth Quarter Based on Current Retail Trends, and 3 Ways to Update Your Store on a Budget. Popular INSTORE columnists and retailers featured on the pages of the magazine led thoughtful discussions and offered tips on how to elevate businesses.

“It was great to see the pages of INSTORE come to life with so many of our columnists and peers present for the show,” Eileen McClelland, managing editor.

Winners of the Bench Pressure Challenge, meanwhile, emerged on Monday after two days of competition. Two separate challenges included a “mystery box” of materials — including one unusual item — sent to three bench jewelers who then designed a piece using the materials and brought it to the show. The jewelers explained to the audience how and why they used their materials and techniques. A second Timed Challenge involved resizing, setting and finishing a piece using materials given out at the show and completed within a three-hour period by three other competitors.

The winner of the Mystery Box Challenge was Shayna Egan from Green Lake Jewelry Works in Seattle, and the winner of the Timed Challenge was Jimmy Butts from Sissy’s Log Cabin in Pine Bluff, AR.


Exhibitors and show shoppers were pleased with the event’s location, layout and vibe.

“One opening day, we did triple the goal we set for ourselves for the entire show,” said Kimberly Collins of the eponymous gemstone firm. “Retailers restocked some loose colored gemstones, including a huge blue zircon from Cambodia and teal sapphires. We also sold a beautiful ruby tennis necklace, and there was also lots of interest in rainbow jewelry and Barbie pink.”

“We signed up five new accounts on our first day,” noted Larry Rodgers of Lavish Jewelry Cleaner. “We met a lot of store owners that we’ve never seen at any other show.”

“It was great to reconnect with people,” said Alan Goodheart of Goodheart’s Jewelry in Overland Park, KS. “We haven’t been to a show since before the pandemic. We’ve had two great days of buying and the party was amazing—the food, the music, the excitement.”

Dates for next year’s show are already set for Aug. 11 – 13, 2024, to be held again in Rosemont at the Donald E. Stephens Convention Center.

For more information, log onto or direct any questions to INSTORE staff at

About The INSTORE Show 2023

The INSTORE Show 2023 offers exhibitors the opportunity to connect with highly engaged buyers who will come to discover the latest curated products, services and innovations. This is a must-participate event for suppliers, designers, manufacturers and service providers who are industry mainstays as well as those who are shaping the future of the jewelry industry. Review the Exhibitor Prospectus and Application here or email to learn more!



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HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

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