New quarterly analytics intelligence reveals a 25.45% MoM increase in brand searches for Warren James from the period of October-December 2021.

As the UK’s largest independent multiple jeweller, Warren James saw the highest number of overall searches in Q4 ahead of competitor multiples Goldsmiths and Ernest Jones.

Brand searches for Warren James increased over the Q4 period MoM with a growth of 130,795 searches in November compared to October and a further 41,163 searches in December compared to November.

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Retail jewellery brands showing a decline in Google searches include Astley Clarke, 77 Diamonds and Mappin & Webb.

Astley Clarke experienced an average search volume of 6,300 per month across the last 12 months (January 2021-December 2021), whereas 77 Diamonds (6,660) was slightly higher but experienced a 13% decrease in brand searches going into December 2021.

Both brands saw decreases in brand searches in December, Astley Clarke seeing a disappointing 64% decrease versus November.

Ernest Jones and Beaverbrooks both experienced decreases in brand searches in December versus November (18% and 17% decreases) respectively, perhaps an indication that consumers for these multiples were preferring to shop in store rather than online.

However, the Christmas period for Warren James and The Jewel Hut saw a strong increase in the total volume of searches by consumers in December compared to November. Searches for Warren James increased 15% in December versus November, with The Jewel Hut seeing a sizeable 591% increase across the same period.

The Jewel Hut performed strongly in the overall volume of brand searches in Q4, with the second-largest increase in brand searches (57% increase MoM) following H Samuels who led the way with the highest number of brand searches (105% increase across Q4 MoM).

Blue Nile experienced a steady rate of brand search growth across the past 12 months, also featuring fourth as a retail brand with a successful MoM increase in searches (17% increase).

There were no fluctuations across November and December trading, with brand search performance steady.

Head back to the report home page to read more of Spike’s findings.

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