Dinny Hall racks up record February sales

Sales up at all stores despite the lack of a Valentine’s peak

Dinny Hall has had a record February with sales at all of its shops and concessions up on last year.

Sales at its Westfield store are up 12% for the month compared with last year, and year-on-year figures for the month to date are up 3% at its Upper Street store and 2% at its Westbourne Grove store. At the Dinny Hall concession in London department store Liberty, sales showed a significantly higher increase than the standalone stores.

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Dinny Hall said that it didn’t experience the usual uplift around Valentine’s Day but that February to date has been a record month for the retailer.

Founder and creative director Dinny Hall said: “We didn’t have the usual peak this year [at Valentine’s] but we’ve had a great February. People spent a fortune at Christmas so at Valentine’s Day they are buying small gifts.”

Hall has put the bumper February down to a new strategy at the business. She said: “We’ve been employing a new strategy about the product mix; it’s about getting people to see buying jewellery as they might buying a handbag – bridging the gap between fine and fashion.”

The best-selling product at Dinny Hall over Valentine’s Day was an entry-level silver ring with a heart motif.

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