Dec 14, 2022
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Beaverbrooks says Christmas shoppers continue to buy jewellery

Dec 14, 2022

With the retail jewellery serctor having been one of the success stories of 2022, it’s little surprise Christmas is expected to only add to the bumper year. And high street jeweller Beaverbrooks is calling it ‘The Great  Diamond Rush’ with shoppers “not letting the cost-of-living crisis dull Christmas spending”.


The 70-store UK retailer said it has noted a spike in early December sales “as shoppers flock to buy special gifts for loved ones”, having has seen an 11% uplift on sales versus 2021 – “its most successful year to date”.

It noted the early festive rush follows a “bumper Black Friday performance” for the retailer, with sales up 27% on last year “as customers kick-started their Christmas shopping ahead of December”. 

With strong growth across stores, the jeweller said it is expecting “another successful year with people still spending on more sentimental items such as jewellery, watches and diamonds, despite the challenging economic climate”. 

Anna Blackburn, managing director of Beaverbrooks, added: “After a hard year of rising costs, people are not letting the Christmas light be dulled.

“With the last two years’ celebrations being disrupted by lockdowns and Covid, this is the first Christmas since 2019 where people have really had the chance to enjoy the holiday season – spending time seeing loved ones, visiting Christmas markets and enjoying buying gifts for friends and families.

"As a results, we've seen people spend considerably more when they shop with us and strong sales across many of our product categories. Gold jewellery and watches have seen a particularly strong performance as well as other luxury items, including 'Essence'  a diamond collection exclusively designed for Beaverbooks, which continues to be popular among shoppers."


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