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REVEALED: What are jewellery brands and retailers doing for Black Friday?

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Businesses in the jewellery trade either love or loathe Black Friday.

On the one hand – it’s a time where many begin their Christmas shopping and the lucrative trading season really begins. On the other hand, those shopping during the discounting day-turned-weekend are really only looking for a bargain and many feel it devalues the craftsmanship and design of the products in their windows.

In the wake of uncertain economic and political times, Brits are expected to spend less over the Black Friday weekend this year, compared to 2018. But, they are still expected to spend £5.6bn between Nov 29-Dec 2 (Cyber Monday).

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So what jewellery brands and retailers are getting in on the action and what are they offering?

A lot of the national chains have a Black Friday offer on this year, although they have not made it the focus of their social media promotions, suggesting they want to get a slice of the pie but not detract from the full-price items they have on offer.

This Black Friday Beaverbrooks is offering 15% extra off already reduced lines, while F. Hinds is offering 15% off everything.

Signet-based H Samuel has 25% off ‘hundreds of lines’ and Ernest Jones is promoting a half price discount on ‘limited designer brands’.

Despite trying to steer away from heavy discounting Goldsmiths has joined in with the promotions with up to 50% off selected items, but only online.

All the chains mentioned have changed the homepage of their websites to include a black screen to instantly let customers know they are partaking in Black Friday. This is something digital experts suggest retailers do.

Out of the multiples, Laings, David M Robinson and Mappin & Webb have not promoted any Black Friday discounts.

On the brand side, Swarovski has 20% off almost all products online and in-store, alongside 50% off selected watches.

Pandora has 20% off a wide range of items – including its popular Disney charms.

Elsewhere Thomas Sabo has 15% off selected items in what it is called ‘Magic Week’, Sif Jakobs Jewellery has 20% off everything on its website and Olivia Burton is offering customers 15% off if they sign up to receive the brand’s newsletter this Black Friday.

Not many independent jewellers are promoting any Black Friday weekend discounts online, but those stocking fashion brands will able to offer the same discounts as the brand’s own stores and websites.

Tags : Beaverbrooksblack fridaycyber mondayErnest Jonesf hindsGoldsmithsH SamuelJewellerylaingsPandoraSwarovskiThomas Sabo
Stacey Hailes

The author Stacey Hailes

Editor, Professional Jeweller

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