PodcastsJan 12, 2026
The latest poscasttest
SurveysOct 05, 2017
50 Jewelers/50 States: South Dakota
In Brookings, the customers at Wink’s Fine Jewelry love their diamonds but have recently soured on the halo.
“We’re the number one jewelry store in South Dakota; just don’t tell that to my friends in Rapid City,” Wink’s Fine Jewelry owner Jerry Miller joked.
Brookings, S.D.--In 50 Jewelers/50 States, National Jeweler interviews one retailer in each of the 50 U.S. states to find out how they are meeting the challenges of the changing retail environment.
Jerry Miller purchased Wink’s Fine Jewelry in Brookings, South Dakota in 1981.
Miller has become a go-to in the area for diamonds, including loose stones he sources personally in Antwerp, Belgium. It’s a good thing, as the local population includes a university with many young people at the engagement stage of their lives.
Miller talked to National Jeweler about what they’re buying and his future plans for the business.
Jerry Miller purchased Wink’s Fine Jewelry in Brookings, South Dakota in 1981.
Miller has become a go-to in the area for diamonds, including loose stones he sources personally in Antwerp, Belgium. It’s a good thing, as the local population includes a university with many young people at the engagement stage of their lives.
Miller talked to National Jeweler about what they’re buying and his future plans for the business.
Wink’s Fine Jewelry was incorporated in Brookings, South Dakota in 1968. Today, Jerry Miller is the owner of the 1,800-square-foot store, which has six employees, one of which is Miller’s granddaughter, who hopes to take over the business one day.
National Jeweler: What’s the biggest challenge your store is facing today?
Jerry Miller: Millennials and competing with online shopping.
NJ: What’s the top-selling category at your store?
JM: Diamonds. Diamond engagement rings--we’re in a college town, South Dakota State University is here--as well as other diamond jewelry: diamond earrings, bracelets and necklaces.
NJ: What’s your top-selling brand?
JM: That’s easy, Wink’s Fine Jewelry.
NJ: Describe your regional customer.
JM: Our bridal customer is in their 20s. For the larger diamond purchases we have clients in their 40s to 70s. I couldn’t say if it’s more men or women but typically the young girls and women come in first to look, then bring the guy with them later, and maybe he comes back to make a purchase.
We have a big city to the south (Sioux Falls), but we serve about a 35- to 40-mile radius going west and east and north. We’re on the border of Minnesota and serve some of that population too.
Editors' Picks
Sponsored by
NJ: What’s the most popular style of engagement ring with your clientele now?
JM: It’s going toward a more simple solitaire; halos aren’t too popular anymore.
Cushion-cut diamonds are popular, as are round brilliants. Fourteen karat to 18-karat white gold are our most popular metals, with some yellow too and a little bit of rose.
NJ: Which social media accounts are important to your business?
JM: We just built a new website, which is getting a lot of great comments from people.
For social media we have Facebook, Instagram, Twitter, Pinterest. We’re also on The Knot. Facebook is our biggest (social media platform).
The perfect pear ⯑⯑ #winksjewelry #downtownbrookings #pearobsessed #engagingbrookings
A post shared by Wink's Jewelry (@winksjewelry) on Jul 27, 2017 at 9:30am PDT
NJ: Do you have e-commerce?
JM: We don’t, but it’s something we’re looking into for the future.
NJ: What’s the best piece of advice you’d offer to a fellow independent jeweler?
JM: Stay out of debt.
Pay your accounts on time and live modestly today so you can live greatly tomorrow. And join buying groups like the RJO so you can get discounts, and join groups like the American Gem Society so you keep learning.
NJ: What’s a fun fact about you we can share with our readers?
JM: I’m handsome (laughs). Just kidding, I’m not. What’s a fun fact about me?
My 23-year-old granddaughter, Samantha Tupper, joined the business three years ago and she’s better at this than I ever was. I’m looking forward to retirement. She’ll buy me out of the business and that will give me a chance to see my other 30-plus grandkids and great-grandkids and travel.
More on Surveys
The Latest
Weekly QuizOct 03, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsJan 12, 2026
Introducing My Next Question, the PodcastA monthly podcast series for jewelry professionals
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
PodcastsNov 27, 2025
Test Podcast With VideoTest Podcast With Video. New interview with Ada Lovelace.
PodcastsNov 25, 2025
Test New Podcast PostAbstract for tests. New Podcast interview with John Lennon, Jimi Hendrix and Jim Morison.
ColumnistsOct 09, 2024
Peter Smith: 7 Things to Know When Selling LuxuryAhead of the holiday season, Smith delves into the often subconscious reasons people buy luxury products for themselves or their loved ones.
AuctionsOct 09, 2024
Rolex Worn on Apollo 14 Mission Up for SaleThe GMT-Master “Pepsi” belonging to astronaut Edgar Mitchell is a standout in RR Auction’s online “Space Auction,” going on now.
MajorsOct 09, 2024
New Simon Campaign Invites Gen Z to ‘Meet Me At The Mall’The ads celebrate the mall culture of the ‘80s and ‘90s.
MajorsOct 09, 2024
PGI Launches New Virtual Sales TrainingRetail sales associates can access the video series on mobile to refresh their selling skills.
Policies & IssuesOct 09, 2024
GJNRF: Reaching Out, Rebuilding Futures For 25 years, India’s Gem & Jewellery National Relief Foundation has provided aid in the wake of war, natural disasters, and global crises.
AuctionsOct 08, 2024
Sotheby’s Selling Jewelry That Belonged to a Bulgarian TsarThe November auction will feature a collection of jewels owned by Ferdinand I, the first king of modern Bulgaria, and his family.
SourcingOct 08, 2024
Rio Tinto Begins New Phase of Production That Will Extend Diavik’s LifeCommercial production has begun underground at the Canadian diamond mine’s A21 pipe.
CollectionsOct 08, 2024
Sylvie Adds New Men’s BandsThe Texas-based jeweler collaborated with luxury clothing brand Uncommon Man on men’s bands designed with European influences.
SourcingOct 08, 2024
Is Current Diamond Industry Turbulence Shaping a ‘New Normal’? Industry players have found ways to cope with market conditions while working to reshape themselves in the face of emerging realities.
SourcingOct 07, 2024
Rio Tinto to Offer 76 Diamonds in 2024 Beyond Rare Tender The sales event, in its second year, features a selection of rare diamonds from the miner’s Argyle and Diavik diamond mines.
CollectionsOct 07, 2024
Olympian Kristi Yamaguchi Partners With Heller Jewelers on New CollectionA portion of the proceeds from the “Always Dream” collection will go to Yamaguchi's foundation, supporting early childhood literacy.
WatchesOct 04, 2024
Watches of Switzerland Clocks Another Acquisition—HodinkeeThe company said Benjamin Clymer will return to his role as head of the watch news website, which will maintain editorial independence.
