Laura Whitmore x Daisy London SS16.

Fashion jewellery brand Daisy London has reported a successful Black Friday weekend.

This year consumers jumped at the chance to buy Daisy London pieces at promotional prices. On the brand’s website sales were up 36% year-on-year, with Black Friday performing better than the other five days the discounts were available for.

Bestselling collections Chakra, Good Karma and Laura Whitmore X Daisy London made up 60% of the Black Friday weekend sales. The most popular items were bracelets and necklaces, with silver outperforming gold and plated pieces.

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On the wholesale front Daisy retailers were up 17% on Black Friday, compared with the same period last year. However, while retailers reports a dramatic increase in sales on Black Friday, and throughout the weekend, stockists saw the biggest sales growth on their websites.

Store manager of Daisy London stockist, Whittakers, comments: “We had a fantastic Black Friday with Daisy. Over the weekend we did the same volume of sales we would usually expect in a month! Our customers really used the opportunity to get their Christmas shopping in.”

Daisy London hopes to see sales continue to increase throughout the rest of the Christmas shopping period.