Order value from direct customers increases 25% during festive period.

Welsh jewellery brand Clogau Gold has said it is beginning 2012 on a “high note” after exceptional Christmas trading in which direct orders increased by more than a quarter compared to 2010.

The company said that revenue from direct customer during November and Decemver was up my more than 11% compared to Christmas 2010.


Its Milestone bead charm collection was “by far the most popular gift” purchased by Clogau customers, ending a year that had seen its sales increase due to the royal wedding and its associations with Welsh gold.

A release from Clogau said that contrary to the cautious Christmas shopper that was predicted, its average order value of direct customers – those shopping online or when travelling – during November and December increase by more than 25% compared to the same period in 2010.

A Clogau representative said: “We believe that during Christmas 2011, customers were understandably cautious but nevertheless willing to spend that little bit more on a special gift that is seen to be an investment.

“In our case, this was an investment in gold, superior quality and overall a luxury product that will last a lifetime.”

The brand ensured that its top 1,000 customers were offered a thank you, inviting them to a VIP-only online sale on Boxing Day, open online for just six hours.

The brand also celebrated the opening of its first outlet store in the UK in November, which is said to have created “optimistic sales” from customer shopping for discounted or discontinued items.

Clogau Gold scooped a prize for its marketing campaign later last year as well, for its Royal collection that is sold through duty free outlets.

The brand is now looking ahead to spring, where it will launch a new look and new campaigns at The Jewellery Show in February.