Research conducted by IBISWorld found that Australians are expected to spend about $125.9 million in jewellery for Mother’s Day this year, which is held on Sunday 11 May. The figure is an increase of 3.5 per cent from the amount spent in 2013 ($121.7 million). Like last year, the report predicted earrings, fashion necklaces and sterling silver would be the most popular items.
Two retailers that spoke with Jeweller both attested to that fact that in terms of sales, the lead up to Mother’s Day had been excellent so far, and appeared to be very similar, if not slightly better, than last year.
John Wohlers of John Wohlers Jewellers in Wangaratta, Victoria, said that Mother’s Day was one of the “biggest and strongest” sales periods of the year, the second most profitable behind Christmas.
Wohlers explained that the promotional material provided by the individual brands that are stocked in his store have helped to increase sales in the lead up to the occasion. He labelled Pandora and My iMenso as the most popular for Mother’s Day this year, with Canadian Fire Diamonds also receiving much interest.
“Branded products have been very strong,” he commented. “We’ve seen heavy advertising from our brands on TV – Pandora, especially. The advertising material given to us by our brands that can be used in other media such as radio and newspaper have also worked very well.”
The retailer also held a diamond promotion in April with the intention of attracting consumers to visit his store and then piggyback off engagement ring and diamond jewellery sales with Mother’s Day related purchases. He said it was a strategy that also proved successful last year.
“We start off with heavy advertising on diamonds and get people through the door for pieces like engagement rings and items that celebrate milestones. Then the customers think, ‘Well, Mother’s Day is coming up too.’”
Wohlers added that the average spend for Mother’s Day items this year had been upwards of $200.
Kim Bartlett Master Jewellers managing director Jay Bartlett also stated that Mother’s Day had proven to be a successful trading period for his Townsville-based store last year, with 2014 looking to shape up much the same.
He said Kailis Jewellery’s Australian South Sea Pearl collection had been particularly popular in 2014. “The brand has many loyal customers in our region. Customers always treasure Kailis Australian South Sea Pearl jewellery as timeless keepsakes for themselves and for others. We find that it’s the perfect gift for Mother’s Day.”
Barlett explained that the store ran a targeted Mother’s Day promotion in order to increase sales of the pearl brand’s items. He said a combination of print advertising in local magazines as well as Kailis’ national advertising campaign received a “fantastic response”, as has direct email marketing and mail-outs promoting selected pieces from the range.
As indicated above, many jewellery brands are offering promotions to tempt retailers and consumers this Mother’s Day. See below for a further selection.
Ikecho
Ikecho is offering a “free gift with purchase” for retailers this Mother’s Day. Jewellers will receive a complimentary bracelet or set of earrings when ordering three or more select pieces.
Order must be received by 5pm Saturday 17 May.
Nikki Lissoni
Consumers that purchase an item from the Nikki Lissoni range are invited to enter a competition to win one of four jewellery boxes, each containing an AU$800 voucher to be used on the brand’s collection.
Consumers will need to complete an entry form and answer the following question in 25 words or less: “Every Mother’s Day gift has special meaning, what message will your gift have for Mum?”
The competition will run from now until 11 May, with the winners being drawn on 23 May.
Pandora
Consumers spending $150 or more on Pandora jewellery will receive a limited edition sterling silver bangle with pink pavé heart clasp, valued at $99.
The offer is available from now until 11 May, or while stocks last. The bangle does not include charms and pendants and is not available with any other promotional offer.
Pastiche
Pastiche has released a new necklace concept for Mother’s Day. The offering allows the wearer to style the piece in two different ways; either on a collar or fine mesh chain. There are seven variations available and each includes one mesh necklace, one collar and one set of beads.
The concept will also be available to retailers after Mother’s Day.
Thomas Sabo
A limited edition rose gold-plated Mother’s Day bead with matching necklace has been launched as part of Thomas Sabo’s new Karma Beads collection. The set will be available while stocks last.
The jewellery brand also has another Mother’s Day promotion whereby consumers that spend $150 or more will receive a Charm Club bracelet valued at $59. The offer is valid at participating retailers until 11th May or while stocks last.
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