Beaverbrooks sees sparkling sales in run-up to Christmas
Beaverbrooks has reported a 28% uplift in sales of diamond jewellery this year compared to 2019, its most profitable year.
In addition, the jewellery retailer has put in a strong performance in the run-up to Christmas and has seen overall sales rise by 36.5% in the year-to-date compared with the same period in 2019.
The 102 year-old family owned business has revealed that shoppers are currently spending more on sentimental items this year as they buy Christmas gifts for loved ones. Watches, gold and silver jewellery items have been particularly popular with sales surging by 58%, 28% and 43% respectively.
Anna Blackburn, managing director of Beaverbrooks, said: “After a year of lockdowns and cancelled plans, we’re certainly seeing a greater demand for gifting this year, with customers keen to make this year one to remember for the right reasons.
“There’s no doubt that the news of a new Covid variant has created a degree of consumer uncertainty, but despite this we are experiencing a sustained high volume of sales with customers determined to treat their loved ones to something special this year.”
Beaverbrooks said its online and mail order channels are both performing well, although many customers are still shopping in-store as they look to touch and feel luxury products and try them on before buying.
Blackburn added: “Feedback from our customers is they feel safe and reassured, whilst still receiving the high level of personal customer service they expect when purchasing higher price point items.
“This, combined with a nationwide desire for a ‘normal’ Christmas may be why we’re seeing such strong sales figures, and we hope this year will be extra-special for all those who missed out on celebrations in 2020.”
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