CMJ reports positive Christmas sales results for its retailers
LONDON, January 9, 2013 – The Company of Master Jewellers (CMJ) reported that the majority of its retail members saw sales in December that were the same or better than the previous year.
In a survey that went out to all 150 CMJ members, 61% of retailers who responded said that sales were better last month compared to Christmas 2012, while just over 15% reported sales were about the same as 2012.
Only 23% reported sales were down in 2013 compared to the previous year.
CMJ chief executive Willie Hamilton said: “The comments we have received from our members reveal that those who saw the best sales were as a result of taking part in CMJ marketing initiatives, such as our customised Bejewelled magalogue, and an ability to have the right stock in place to satisfy customer demand.
“Our survey results clearly show the benefits of belonging to The CMJ, which provides marketing support and assistance in choosing the right products to invest in.”
Overall, charms and bracelets were the best-selling jewellery product for members, with Pandora selling strongly for all stockists of the brand.
Best-selling brands across the group in December were Pandora followed by Hot Diamonds and Diamonfire.
Retailers reported that the full Pandora range sold well, especially rings.
Diamond jewellery was also a strong seller for some retailers, while watch sales continued to perform well year-on-year, with over 60% reporting that watch sales were better or the same as those in December 2012.
The strongest watch brands for CMJ retailers were Bering, followed by Seiko and Citizen, with pre-owned watch sales also seeing strong growth.
CMJ retailers reported that their best-selling luxury watch brand in December was Rolex.
Most CMJ retailers reported that Christmas sales came very late into December.
Miriam Hilser, of Hilser Bros jewellers in Cork, said: “The first two weeks started off very slow. Sales were steady but no big rush and the bad weather didn’t help. Average spend was well down.
“But the four days after Christmas were busy and we sold a surprising amount of engagement rings.”
Jason Allum, of Allum & Sidaway, said: “Every year people say Christmas was late, and this year I know what they mean. From the Thursday before Christmas we were trading considerably down and I was bracing myself for a six figure drop in sales, matching 2011’s figures, but that turned around and we ended up showing a small increase in December trading.”
Marc Richmond-Davies of Davies Jewellers in Wales reported: “We had a slow start to December, but trade picked up from the second week on all brands.
“The last two weeks were manic with Pandora sales, which exceeded expectations.”
Steve Godshaw, of Godshaw Jewellers in Welwyn Garden City, reported that Christmas sales were “last minute with over 40% of total sales in the last 4 days”.
CMJ member Karen Little of Little the Jeweller in Elgin said her business saw the “best Christmas sales since 2007.”
Many retailers reported that improvement in sales for December 2013 was the result of a lot of hard work, including running more marketing campaigns such as customer events and special promotions.
David Clark of WE Clark & Son in Lewes said: “It was bloody tough, but came good in the end. There are so many more channels to compete with, but good service wins through.”