The Jewelry Exchange just reported their end-of-the-month figures for January with an unexpected increase in sales over January last year. The jewelry industry has reportedly seen an average increase of 7.7% in overall sales in 2010. The Jewelry Exchange is reporting an average 15.25% increase in same-store sales for stores open more than a year. Their flagship store in Tustin, CA was up 41.95%. Sylvia Trujillo, the company’s CFO, is optimistic that the increase will continue and improve during the course of the year. Her forecast is based in part due to increased consumer spending and in the confidence in their new products and advertising campaigns introduced this year.

The Jewelry Exchange is owned by Goldenwest Diamond Corporation who also owns and operates the Jewelry Factory and the Jewelry Source.