Hot Diamonds has reported a 46% rise in sell-through on the high street year-on-year throughout the lucrative trading season.

Sales were significantly up for the jewellery brand during the month of November and December, according to till point data provided by its retail partners, and covering more than 180 doors.

Hot Diamonds believes the classic nature of its brand seems to have resonated particularly well with jewellery consumers this season.


The award winning brand also says consumers may be turning to Hot Diamonds as a desirable alternative to Links of London, which started to exit the UK market at the end of last year.

Head of commerce for Hot Diamonds, Adryan Cresswell, comments: “We’re happy with the sell-through of Hot Diamonds in November and December. It seems consumers are really on board with us at the moment. Right now, we’re finalising the details of a significant re-brand which we are launching at the CMJ show in February and we think it’s looking really beautiful, fresh and feminine. We think this will take us up another notch after some great sell through data from the Christmas Season.

“We’re looking forward to the rest of 2020 – it’s going to be an exciting year for us and our partners!”

Hot Diamonds has been focused on multi-channel, coordinated campaigns throughout the season and has increased the intensity of its retail partner communications. The company attributes this to ensuring each campaign has been more effectively delivered, and as a result each campaign has gained more awareness and success.