The jewelry trade is bustling this time of year. Industry-wide, jewelry stores earn between 25 and 40 percent of their annual revenues during the holiday shopping season, according to Leo Fried, jewelry designer and owner of Blue Heron Jewelry in Poulsbo.

“It’s a big one,” said Fried, of the season.

“Our last quarter is always our best quarter,” agreed Layna Phaff of Ben Bridge Jewelers, located in Kitsap Mall. She estimates that the store makes a little more than 45 percent of its sales total for the year during the holiday-crazed shopping months.

To prepare for this sales boom, most jewelers are expanding their offerings with new pieces, often adding items that are more unique than their standard year-round inventory. Blue Heron, which features colored gems and custom jewelry work, expects to add around 15 new designs this holiday season, some of which Fried has been working on in his workshop since the summer. Ben Bridge supplements their in-store inventory with a holiday catalog.

And it’s never too early to start shopping. At Ben Bridge, the “official” holiday shopping season started on Oct. 1, with a “buy now, pay later” program aimed at Ben Bridge charge account customers.

Customers “get a better selection if they shop early,” said Phaff.

“We’ve already had a lot of special orders for Christmas,” said Deborah Hughes, manager of Blue Heron Jewelry.

But how to decide what to buy? Diamond earrings and diamond pendants are the most common jewelry gift this time of year—“Sometimes for guys it’s the noncommittal gift,” chuckled Phaff—but shoppers are by no means limited in their options. Colored gems, watches, chains, pins, and bracelets are among the many other choices available.

“Charm bracelets are popular,” said Phaff. “They are nice because you can start with the bracelet, and then add charms over time.”

Some of this year’s trends in jewelry include the briolette cut, a pear-shaped or oval gem, cut in long triangular facets (“It’s kind of cut like a disco ball,” said Hughes), as well as the princess cut and white metals, such as white gold or platinum.

“Anything princess cut is hot,” said Phaff, “and anything white metal is hot.”

Jewelry as a gift has long been seen as something that only women receive, and that still holds true. While Phaff reports a fairly even mix of men and women customers, Hughes definitely agrees that jewelry is woman-centered.

“Ninety percent of it is still gifts for women,” estimated Hughes.

Still, that shouldn’t prevent you from ducking into a jewelry store when looking for gifts for the men on your list. New wedding bands are popular gifts from wives to husbands, and most jewelry stores carry a selection of items for men, including watches, chains, and ID bracelets.

Jewelry’s not just for loved ones, either. While giving watches to retirees is a long-standing tradition, both Hughes and Phaff have customers who come in looking for holiday gifts for their employees. What’s a good jewelry gift to choose for a professional relationship?

“It’s usually not a ring,” joked Phaff.

The key to professional jewelry giving is to keep it simple and to do your homework to make sure the gift selection is in line with the recipient’s tastes.

“I have them describe the person to me, the kind of jewelry they usually wear,” said Hughes, referring to employers who come to Blue Heron looking for gifts for their employees. “That way, I can help them pick the right piece.”

From a budget standpoint, most jewelry stores will have something that fits every wallet. According to Hughes, the average cost of a jewelry purchase at Christmastime is $300 to $500, industry-wide.

“But we have beautiful pieces in the $50 to $100 range,” she said.

“We carry every price point and have something for everyone,” said Phaff. “Sometimes the cutest little boys come in and spend $49 on a gift for mom.”.