Mother’s Day is considered one of the jewellery industry’s peak sales periods, and retail analysts have indicated there is good reason for local jewellers to be well prepared for the occasion, which this year falls on Sunday 8 May.
“We’re expecting jewellery sales to reach $135.3 million,” National Retail Association industry research and data analyst Cameron Meiklejohn told Jeweller. “This is an increase of 4.3 per cent on 2015, and represents approximately 8.7 per cent of all sales spent in the lead-up to Mother’s Day.”
Meiklejohn said jewellery was one of the most popular gift choices for Mother’s Day, along with flowers and perfume, and estimated that total Mother’s Day retail sales would reach $1.56 billion.
“[This is] an increase of 4.3 per cent on 2015 sales, which tipped $1.5 billion,” he stated.
The Australian Retailers Association (ARA) was even more optimistic in its forecast, estimating a total retail spend of around $2 billion.
ARA executive director Russell Zimmerman said jewellery was one of the retail categories expected to pick up extra sales in the lead-up to Mother’s Day.
The jewellery industry is not resting on its laurels, though, and several suppliers and retailers are being proactive in their attempts to boost sales and consumer engagement.
For example, Coeur de Lion Australia and New Zealand distributor Timesupply held a consumer-based Mother’s Day competition for the German brand.
The competition was conducted online via the local Coeur de Lion Facebook page and invited consumers to describe what the acronym ‘MUM’ meant to them. The winner, who will be announced today, will win a Coeur de Lion jewellery set valued at $530.
Victoria-based jewellery retailer Cameron’s Fine Jewellers is also running a promotion to encourage Mother’s Day sales. Customers that make an in-store Mother’s Day purchase will go into the draw to win a $1,000 Cameron’s Fine Jewellers gift voucher. Such initiatives could serve to inspire other jewellery retailers seeking to increase their Mother’s Day sales.
A number of suppliers have also put together promotions to help set the tills ringing in the lead-up to this important retail event. Jeweller has compiled a list of special offers below.
Bolton Gems has designed Mother’s Day heart pendants for its two brands, Eternity Diamonds and Australian Chocolate Diamonds (ACD). The Eternity pendant is rose gold with a white gold bezel surrounding a 0.05-carat white diamond. The ACD pendant is white gold with a rose gold bezel surrounding a 0.05-carat chocolate diamond. Both pendants are available in small or large sizes.
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Fabuleux Vous has released a sterling silver necklace to commemorate Mother’s Day. The pendant features a message that is said to describe the “gift of motherhood” and “the connection of a mother and her child”. The reverse side of the pendant is blank, allowing customers to engrave their own personal message.
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Miglio Designer Jewellery is offering end-consumers a Mother’s Day gift set comprising a burnished silver-plated filigree pendant with two pairs of matching earrings. The design is inspired by South Africa’s pin-cushion flowers and features Swarovski denim blue-coloured crystals. At $59, the gift set offers customers a saving of more than 50 per cent off the combined price of the individual pieces.
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Customers that spend more than $129 on Najo products in a single transaction will receive a limited edition handcrafted sterling silver Corazon bangle valued at $99.
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Pastiche is offering a complimentary North Star necklace to consumers that spend $150 or more on its jewellery range in a single purchase. Valued at $90, the sterling silver necklace features a cubic zirconia and is said to be one of Pastiche’s best-selling pieces.
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Stones & Silver has compiled three retail packs containing sterling silver jewellery pieces that are ideal for Mother’s Day gifts. The first pack includes a heart pendant set with cubic zirconia and an infinity necklet; the second, a tree of life pendant with rose gold and cubic zirconia, and a rose gold-plated bow necklet; and the third comprises two circle necklets, one featuring cubic zirconia.
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Swarovski is offering a set of Effusion cubic zirconia stud earrings to consumers that spend $220 or more on its products.
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Thomas Sabo has released four special edition necklaces for Mother’s Day. The pendants feature an infinity symbol within a heart to represent the “eternal love between a mother and child”. The necklaces are available in sterling silver or 18-carat rose gold plating, with or without pavé-set cubic zirconia. Each necklace also comes with a gift card.
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