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Articles from RINGS - GENERAL (993 Articles)
Tradition never gets old. Jewellery has always been a thoughtfu; gift idea, and couldn't be better for Mother's Day.
Think jewellery for Mother's Day
Posted May 09, 2012 |
Thought about jewellery for Mother's Day? Dads and kids, keep your fingers on the pulse for the latest jewellery trends because a recent survey has revealed mothers have revealed a list of top desired gifts on her special day.
A US survey, commissioned by Ebates.com and run by Harris Interactive,
used a sample of 2,215 adults and found mothers rated a spa day as
their most desired Mother’s Day gift, followed by flowers and jewellery.
Meanwhile, male respondents misfired when asked what they
thought their mothers wanted most, with 72 per cent of the sample
choosing flowers.
The findings were reflected in the sentiment of a number of Australian retailers, who this week told Jeweller they had experienced a spike in sales leading up to this weekend.
Holly
Baxter, owner of Paddington jewellery store Trilby Phoenix, said
Mother’s Day probably pips Valentine’s Day as a busier period.
“It’s
a really strong occasion for us,” Baxter said. “It’s probably second to
Christmas for sales, and we’ll start seeing that this week. There are a
lot of husbands, sons and daughters who come in, so you’ve got a wider
range of customers than Valentine’s Day. It’s more than one person
buying for one person.”
Vanessa Cunliffe, owner of Perfect Pieces
Jewellery in Tamworth, agreed that Mother’s Day is the second biggest
trading period, but said recently the date seemed to be lacking lustre.
“I
can’t say we broke any records last year, it was probably a little bit
down” Cunliffe said. “It feels like there has been a lot more
advertising for Mother’s Day this year, but I just don’t feel the vibe
that people are talking about it.
Cunliffe said customers have
come through her store and shown interest in pieces, and she has had to
remind them of the celebration.
“I think there is a lack of
awareness about the day,” she said. “I’m hoping the penny will drop and
there will be great trading this week, it’s a wait and see game. There’s
still not a lot of consumer confidence out there though, it’s very
slow.”
Baxter said her store typically promotes the celebration
with window displays, colourful gift-wrapping, and new jewellery pieces
brought in specifically to sell to mothers.
“Normally we bring in
a few capsule collections,” Baxter said. “We order in slightly more
precious things. For instance, we have a series of diamond bracelets
that layer well by Jessie Lane, and a new Loveheart necklace by a
Swedish designer called Renaissance Life.”
Baxter said
sentimental pieces are very popular around Mother’s Day, and magazines
often pick up on the quirkier items, which helps promotion.
“The
Loveheart necklace has a secret drawer in it,” she said about the
Renaissance Life piece, “the giver can write something in it and it goes
back inside.”
Cunliffe said a lot of the companies have helped with promotion for the day by running their own competitions.
“Many
companies are bringing out promos,” she said. “Pandora has done one, if
you spend $120 you get a clip bracelet. Thomas Sabo has brought out new
charms and offered to run a competition in-store to win a necklace, and
Ice-Watch has offered a new watch display box. Adding something extra
like this is a great way to get consumers spending instead of looking
for discounts all the time.”
Baxter said that while the Mothers Day period is typically a good business time, it doesn’t last long.
“It’s
a concentrated spike,” she said, “It lasts seven to 10 days. There are a
lot of last minute buyers, husbands in particular.”
It may not
drag out, but customers are certainly willing to spend big for their
mothers. Baxter estimates that the average Mother’s Day purchase is in
the range of $320 to $600 for customers in their 20s and 30s. She said
she also has many teenage girl customers, spending on average between
$60 and $150.
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