The king lives: Rolex was the runaway choice for the most wished-for brand. Overall, watch brands were more desired by retailers, likely because those brands are more recognized by consumers due to massive marketing budgets. The most wanted jewelry brands were Gabriel & Co., David Yurman and Cartier, in that order, followed closely by designer Alex Sepkus. special delivery. A black opal of exceptional quality showed up in my mail with the note to make a “large custom ring” in 18K gold. A regular customer just sent it and said, “Make me something beautiful.” a meaningful gift. A farm couple celebrating their 50th anniversary bought a $150 10K gold and sapphire ring. The emotion of the couple was more rewarding than anything else. It was not much, but it was what they could afford. It was what it meant to them that was so special. a son closes the sale. A 1-carat diamond for a 50th-wedding anniversary. The husband did not want to spend that much, and the son told him his mother was worth more per year than the cost of the ring. He paid cash on the spot. a last wish. A first-time customer came into our store and told us that a friend had recommended us. She asked if we made jew...