Magical motifs drive sales in the UK jewellery industry

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As millennial consumers look to escape reality with retail therapy, products adorned with magical motifs have been flying off the shelves.

It has only been one week since Pandora launched its collaboration with Disney in the UK market, but already retailers have put their money on it being the being the most successful jewellery collection of the year, with some independents revealing the launch has been the biggest they have ever seen.

Elsewhere, the Beauty and the Beast collection by Alex Monroe was a sell-out, and led to the brand experiencing its highest ever digital engagement, while Alex and Ani sent the media into a frenzy with the launch of its Harry Potter range, with publications obsessing over the brand’s spellbinding pieces.

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All of this has been happening in mist of the nation going absolutely crazy for unicorns. But why?

John Lewis believes these sales are being driven by consumers wanting to escape to happier places.

In the department store’s annual retail report, the company reveals its experienced a spike in sales of products which provide escapism for consumers.

The report shares: “This year, Theresa May called a General Election, Trump came to power in the States and Corbyn went to Glastonbury. As Britain looked for ways to cope with, and escape from, a growing sense of uncertainty, all eyes were glued to this summer’s hit reality show Love Island, and the nation developed a surprising unicorn obsession.

“While the UK stayed firmly in tune with the real world, a touch of the exotic and the fantastic helped people escape from the serious side of life. Unicorn and mermaid-themed products and giant inflatables in the shape of donuts, flamingos and watermelons were all on-trend and saw substantial sales.”

During the last 12 months the retailer has seen a 22% increase in Mermaid searches on JohnLewis.com, and a 70% increase in Unicorn searches.

Embracing the idea of consumer escapism, high street jeweller F. Hinds has valued the price of Disney Princess engagement rings and present its findings online, alongside links to products similar to those worn by consumers’ favourite characters.

So, as retailers prepare window displays for the festive trading period, it may be worth adding a splash of magic to help shoppers escape the world’s reality inside a jewellery store.

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