Festive sales up 16% at jeweller Allum & Sidaway

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Pandora and own-brand diamond jewellery lead growth to cap strong 2012

Sales at Allum & Sidaway were up 16% year on year over the Christmas trading period, against a 19% uplift in 2011.

For the year as a whole sales are up 11% and Allum & Sidaway said that all five of its stores have delivered gains.

In the run up to Christmas the retailer ran a limited number of ads in local magazines and also invested £4,500 in decorating the outside of two of its stores in what managing director Jason Allum described as “a more glittering Bond Street style”.

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However, the retailer said that what really gave the business a boost was the publicity generated around a year of awards. In 2012 Allum & Sidaway won two Dorset Chamber of Commerce and Industry Awards, was named the South Wilts Business of the Year and the Blackmore Vale Business of the Year, and Allum was named as a Ti Sento Retail star in the Professional Jeweller Hot 100 2012 in association with the Company of Master Jewellers.

The strong festive sales performance was driven by both branded jewellery and diamond jewellery.

Allum said: “As always Pandora excelled, but lines that also showed growth included Clogau, Bering and our own diamond collections. 50% of our increase in sales was Pandora, but it is also promising that the other 50% was traditional diamond jewellery collections.”

The retailer did not run any discounting over the festive period and will hold off running a sale until after Valentine’s Day.

Talking about trading prospects for 2013, Allum said he is felling optimistic about what the year will bring.

He said: “For Allum & Sidaway Christmas certainly sparkled this year. We saw fantastic figures in 2012, which will be difficult to achieve, but we are always optimistic. It just means we are going to have to work even harder.”

 

 

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