If the frosty mornings and hearty food cravings haven’t set in quite yet in your area, they will soon: it’s officially the holidays! For jewelers, this time of year brings busy store days and long nights full of hopeful shoppers, many of whom are just beginning their quest for the perfect gift.

This is also the height of engagement season, with a reported 40% of engagement rings purchased (and given) between Thanksgiving and New Year’s Day. As family and friends travel in an effort to gather for seasonal celebrations, it’s no wonder this is a popular time to think about forming new families and lasting bonds. (I won’t even mention the influence of cuffing season, but we all know it’s there).

What does this mean for folks looking for beautiful, meaningful jewelry? In a word, timing.

On the one hand, this is an excellent opportunity to engage your trusted independent jeweler in a conversation about your needs, as he or she will likely be carrying the largest total stocked merchandise of the year in anticipation of holiday sales. Business will be brisk and the best items will sell quickly, so don’t count on that perfect piece sitting in the case long enough for you to regret it as it makes someone else’s day. But if he or she says “I have just the thing!” it’s probably because right now (and perhaps only right now), that’s actually true.

If your ideal jewel can only be created through the custom design process, your approach should be a little different. Many jewelers with on-site bench workers and designers can meet special deadlines with enough notice, but the custom process can rarely be rushed. As the Big Three** approach, early birds will see their orders filled while late starters must scramble or settle — and neither are good options when you’re considering a major expenditure for a very important purchase.

So while I advise all of my clients to think carefully and plan accordingly all year round, this becomes especially important during this festive, fete-filled season. Do not wait until the last possible moment to begin your hunt for the perfect treasure, and your jeweler will certainly thank you.

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**Thanksgiving, Christmas, New Year’s Day/Eve. Yes, I’m well aware that many more holidays are celebrated during this time, but these are the primary US dates (and closures!) to keep in mind when planning a special moment.