AW12 designs drive sales up 43% for Hot Diamonds

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Annual jump due to brand focusing on price points and shop furniture.

Hot Diamonds has reported a 43% year-on-year increase in sales, following the launch of its AW12 jewellery collection.

The brand said it has focused on two key areas – design and merchandising – and has been promoting its branded furniture to retailers to help win awareness of its jewellery collections among consumers.

Hot Diamond’s head of commerce, Adryan Cresswell, said: “Our design strategy has been to focus on providing appeal at core price points. Our merchandising strategy has been to focus on promoting our branded furniture and new point-of-sale solutions to our retail partners. We feel this combination has helped deliver very encouraging results.

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“Our retail partners have utilised new merchandising materials that include impactful pull-up posters, bespoke point-of-sale displays, and free retail wish list catalogues to distribute to their customers. This has resulted in significant increases in sell-through, which is very exciting news for both us and our retail partners.”

Hot Diamonds’ managing director Sanford Simpson said that, with the UK jewellery market subdued at present, the brand’s success with its AW12 collection bodes well for Hot Diamonds’ continued growth in the UK.
 

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