Early festive peak for Argent of London

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Retailer says items costing £300 to £400 proving popular.

Jewellery retailer Argent of London says it is already enjoying good pre-Christmas sales, with shoppers heading to its store to buy festive gifts as early as September.

Gail Goodrich, managing director and head of design at Argent of London, told Professional Jeweller that customers began shopping in late September and are on the lookout for good price points and value for money.

“People are looking for value at the moment,” said Goodrich. “Our glitter ball collection [of crystal bead bracelets] has been flying out the door.”

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The retailer has welcomed a rise in shoppers this month and Goodrich believes that many have already made their purchases. “We actually find that we have more Christmas shoppers in November than December.”

At present the retailer offers jewellery from upwards of £20 to around £1,200. It also sells a number of interchangeable fashion watches by Never Too Late, retailing for £36.

“Our average product sale is £60 but from this we are seeing a lot of sales in the £30 to £60 category as well as the much higher range of £300-£400,” said Goodrich.

The retailer also says sales are “encouragingly up at the moment,” but will host a January sale in the new year of selected lines, stating it is their policy to update their collections on a regular basis with new products.

At present, Argent of London is selling trend-led crystal bead bracelets in the style of those made popular by brands such as Shamballa Jewels for upwards of £22. It is also allowing customers to buy loose gemstones as gifts from £32, which can be made into jewellery at a later date.
 

 

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