Pre-owned sales up 25% at Eternity the Jewellers

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Retailer says sales of new jewellery are flat in comparison.

Glasgow-based jewellery retailer Eternity the Jewellers has reported a 25% rise in the sales of pre-owned jewellery so far in 2013, fuelled by an increase in customers exchanging gold jewellery for cash.

The resulting growth in pre-owned stock available at Eternity’s Livingstone and Glasgow shops has driven a boom in sales. In comparison, the company says its new jewellery sales have shown no growth for a number of years.

According to Eternity, the sales have been fuelled by more jewellery becoming available in store thanks to its cash for gold service, as people look to sell personal and family jewellery during difficult economic times. Shoppers are also more particular with their purchases, seeking more understated designs.

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Eternity owner Greg Benson said: “It’s an interesting change because people aren’t just looking for bargains they are looking for specific items, be it engagement rings, watches or chains and pendants. Vintage is very fashionable just now and most of the pre-owned jewellery is of exceptional quality. Customers are interested in the back story too, [and] they like that a piece of jewellery has a history."
 

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