Hertfordshire-based jewellery maker, Amore, has reported an increase in gold, diamond and gemstone sales, with retailers investing in the precious metal for the festive trading period.

Amore has been working hard to support retailers with gold sales, and in turn has seen retailers substantially invest in gold collections over the past few years.

“The long-term strategy of winning back ‘mid-market’ gold sales from retailers with innovated in-house designs is paying off,” shares Amore director, Barry Mislin. “Retailers are telling me that sales of branded goods are slowing down, this is due to over exposure in the market place. Silver is also slowing down and shops want to return to the good old days of selling nice gold jewellery.”


This year has seen an increase in independent jewellers stripping back the branded offering, and focusing on gold once again.

Now, as jewellers return to bread and butter engagement pieces with a modern twist, Amore hopes to see a revival in the coloured gemstone market as well.

“With multiples still concentrating on the all diamond engagement sector, this leaves a great opportunity for innovate retailers to exploit the diamond and gemstone market,” Mislin continues.

He adds: “The industry as a whole has seen the sad demise of many of our competitors and a combination of all these factors have contributed to the Amore sales team successfully opening lots of new accounts this year in the UK and Ireland.

We have identified and targeted many retail partners with a view to becoming a core supplier of mid-market diamond jewellery, our only frustration is getting in front of these buyers but when we do they love the gold collection and place quality orders.”

The Amore collections continue to grow, with new in-house designs of bigger bolder diamond rings, delicate diamond pendants and much more in the pipe line for a January launch.

Mislin concliudes: “We are very excited by the interest in our jewellery this year and we will continue to strive to offer existing and new accounts beautiful, exclusive designs, all available in 9/18ct, yellow, white or rose gold set with diamonds and any gemstone combination.”