Diamond rings ranked number one piece of jewellery sold at Christmas

Drew Barrymore wore more than $2.5 million worth of Harry Winston diamonds, including pieces from the Lotus range and Mrs Winston diamond drop earrings.

Independent jewellery retailers have named diamond rings as the most sold jewellery product this Christmas.

In a Christmas Trading Survey conducted by the Company of Master Jewellers, its retail members revealed a spike in consumers buying unique designs and fine jewellery pieces.

The most popular pieces of jewellery sold during the Christmas period were ranked as follows:

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#1 diamond rings

#2 charms

#3 diamond earrings

#4 earrings

#5 gemstone rings

#6 bracelets and bangles (some diamond set)

CMJ member Dominic Wakefield from Wakefields Jewellers remarks: “There was less footfall but thankfully higher than average sales with a trend back towards non-branded fine jewellery. We were fortunate to experience some decent higher end sales in December which fueled our growth on like-for-like sales.”

Jewellery brands that performed well were Pandora, Clogau, Swarovski and Nomination, with watch brands Bering and Citizen performing strongly.

In terms of best-selling product ranges for CMJ suppliers, diamond jewellery also led the way – with retailers investing particularly in rings with unusual designs and coloured gemstones. Silver jewellery was also well received.

Barry Mislin from Amore was pleased with trading overall. He reports: “We saw a return to higher priced gold, diamond and coloured stone jewellery. The continual investment back in to diamond and coloured stone dress rings paid big dividends.”

Those suppliers with an online website, although a small segment, reported a better performance than 2016.

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