EXCLUSIVE: Claudia Bradby sales increase significantly at John Lewis


Modern pearl jewellery brand Claudia Bradby has seen sales increase significantly on last year in John Lewis after the department store re-organised the brand’s displays.

Claudia Bradby, which has been stocked in John Lewis for nine years, has been selling increasingly strong in the upmarket department store this year, with a particularly big jump this quarter.

Led by the buying team, John Lewis restructured the way the Claudia Bradby brand was displayed in store this season and the initial results have seen a steep spike in sales.

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In addition, Claudia Bradby sales on John Lewis’ website have soared this quarter, compared to the same period in 2015.

The re-structure features three distinct tiers, showcasing the jewellery’s different price levels, and highlights the different colours of pearls the brand offers within each design.

“Since we put in place a range re-structure with the John Lewis buyers the customers can navigate the range more clearly,” comments founder and designer Claudia Bradby. “I think clarifying their offering, and showing distinct variables within the range and its breadth have really made it so much simpler for the customer to decide.”

In John Lewis Claudia Bradby is the only brand to offer pearl studs on silver, giving the brands its own USP within the store.

During the Christmas trading period Claudia Bradby predicts that the Essential pearl necklace in white and silver will be a best seller, alongside the brand’s hammered heart bracelet and ear jacket studs, which are available in three colours.

Tags : christmasclaudia bradbyJohn Lewispearl jewellerypearls

The author Stacey Hailes

Editor, Professional Jeweller

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