Jewelers across America, including our own Bowling Green, spend the year eagerly awaiting Valentine’s Day in hopes that this love-inspired holiday will increase sales.

Roberta Howard, the owner of R. Howard and Fine Jewelers in Bowling Green, is just one example of a jeweler whose business booms in February due to Cupid’s arrow.

Engagement rings in a variety of cuts including solitaire, princess and round, are Howard’s No. 1 seller in February. The second best seller is “anything heart-shaped”, from necklaces to rings and earrings. The third best seller according to Howard is “anything $99.”

“You get a lot of college guys who want to get something for their girlfriend, and that’s what they can afford,” Howard said. Mike Belsito, a senior at the University, can attest to the price limit of under $100 that confines many poor college students. “Probably for Valentine’s Day I would spend no more than $100 on jewelry, just because I spend a lot for Christmas and birthdays,” Belsito said.

R. Howard Fine Jewelers is also the new home to a line of jewelry called “Hot Diamonds.” The line consists of sterling silver jewelry inlaid with diamonds. Necklaces, rings and pendants are just a few pieces within the collection.

“This stuff is so gorgeous,” Howard said of “Hot Diamonds.” “It was the No. 1 jewelry in England last year and it is real affordable at $50-$100.

Another local jewelry store reaping the benefits of the month of February is Klevers Jewelry in Bowling Green.

According to a Klevers sales associate, heart pendants sell well around Valentine’s Day as well as amethyst, the birthstone of February. The sales associate also said that Klevers clientele range in ages from high school students to retirees, but made a point to say that men usually procrastinate to the last minute when it comes to their Valentine’s Day shopping.

“They don’t shop a week in advance,” the sales associate said.

While the majority of shoppers at Valentine’s Day are men shopping for women, both R. Howard Fine Jewelers and Klevers Jewelry said there are some women using the holiday to purchase jewelry such as bracelets, chains and watches for the men in their lives.

In hopes of saving money, however, many students in relationships opt to exchange small presents such as CDs or homemade gifts in place of jewelry.

Kenzie Jennings, a senior at the University, said she might get her boyfriend of two years a CD or perhaps make a gift.

When asked if Jennings was hoping for anything sparkly and in a jewelry box this Valentine’s Day she said, “Always hoping, but never expecting.”