Diamonds and watches a firm favourite as jewellery retailer heads for record year

A national jewellery retailer is set for a record year as customers treat themselves to diamonds and watches ahead of the festive period.

Lancashire-headquartered Beaverbrooks has reported a 28 per cent boost in diamond jewellery sales compared to 2019, its most profitable year.

Despite uncertainty around the new Covid-19 variant, overall sales ae now up by 36.5% compared with the same period in 2019.

And after a difficult two years, shoppers are spending more on sentimental items – the jeweller noted an increase in average sale price of 19 per cent as people treat themselves and loved ones to special gifts in time for the festive season.

And it’s not just diamonds. Customers have also been going for watches with sales up by 58% and gold and silver jewellery which saw revenues rise by 28% and 43% respectively.

Anna Blackburn, managing director of Beaverbrooks, said the 102-year-old jewellery retailer, is on for a record year.

“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,” she said.

“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.

“Whilst our e-commerce and Mail Order services continue to perform well, we’re still seeing customers shopping in stores, with face-to-face interaction and consultation being key to the buying experience. Given the luxury and emotive nature, customers want to touch and feel our products and try them on.”

Anna continued: “Since the beginning of the pandemic, our number one priority as a business has been the safety of our people and our customers. Despite restrictions relaxing in July, we kept the majority of our Covid measures in place across our 71 stores to ensure people could shop with confidence.

“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.”