Australia’s independent jewellery retailers performed well in May, with recently published analysis documenting a 3.9 per cent increase in sales. | Source: Shutterstock
Welcome news: Jewellery sales improve in May
Posted June 06, 2025 | By Samuel Ord
Australia’s independent jewellery retailers performed well in May, with recently published analysis documenting a 3.9 per cent increase in sales.
<p>Data collected by Retail Edge Consultants recorded a 3.9 per cent increase in sales over the past month on a one-year comparison and 3.2 per cent on a two-year comparison.</p><p>The average retail sale (inventory only) reached $273, increasing by 9 per cent compared with the previous year and 23 per cent when compared with 2023.</p><p>Unit sales decreased by 4.9 per cent on a one-year comparison, and general manager Leon van Megen said this signified an ongoing shift to focused purchasing. </p><p>“The shift continues to reflect more intentional buying patterns — fewer items sold, but at higher price points,” he explained.</p><p></p><p>“This growth in average sale value continues to offset unit volume losses and underpins the overall sales revenue improvement.”</p><p>Regarding specific categories, diamond jewellery sales increased by 4.4 per cent compared with the previous year.</p><p>“The mild rebound shows tentative consumer return to big-ticket items but suggests long-term caution still remains,” van Megen added.</p><p>Revenue from colour gemstone jewellery improved by 26 per cent, while jewellery without a precious gemstone or diamond modestly declined (1.2 per cent). Silver and alternative metals jewellery improved by 2.9 per cent when compared with 2024.</p><p>Analysis of lay-bys revealed an increase between new orders and pickups or cancellations, while a decrease was noted in services, such as repairs, and special orders.</p><p>This analysis follows a modest decrease in sales in <a href="https://www.jewellermagazine.com/Article/14090/Diamond-jewellery-sales-spike-for-independent-retailers" target="_blank">April</a> and <a href="https://www.jewellermagazine.com/Article/14018/Jewellery-sales-continue-shift-towards-pre-pandemic-conditions" target="_blank">March</a>, after consecutive increases in <a href="https://www.jewellermagazine.com/Article/13863/Jewellery-sales-improve-for-Australian-retailers-in-February" target="_blank">February</a> and <a href="https://www.jewellermagazine.com/Article/13785/Improving-jewellery-sales-consumer-confidence-highlighted-in-January" target="_blank">January</a>.</p><p> </p><p style="text-align: center;"><span style="font-size:20px;"><strong>2025 Jewellery Retail Sales May Results</strong></span><br /><span style="font-size:12px;"><span style="color:#696969;"><em>Charts published with permission courtesy of Retail Edge</em></span></span></p><p style="text-align: center;"><span style="font-size:12px;line-height:15px;">The charts below are based on data collected via Retail Edge POS software<br />at more than 400 independent Australian jewellery stores.</span></p><h3 style="text-align: center;"> </h3><h3 style="text-align: center;"><img alt="" src="https://www.jewellermagazine.com/Img/164469" style="width: 510px; height: 382px;" /><br /> </h3><p style="text-align: center;"><img alt="" src="https://www.jewellermagazine.com/Img/164468" style="height: 382px; width: 510px;" /></p><hr /><p style="text-align: center;"><img alt="" src="https://www.jewellermagazine.com/Img/164470" style="width: 510px; height: 382px;" /></p><p> </p><p><strong>More reading</strong><br /><a href="https://www.jewellermagazine.com/Article/14090/Diamond-jewellery-sales-spike-for-independent-retailers" target="_blank">Diamond jewellery sales spike for independent retailers</a><br /><a href="https://www.jewellermagazine.com/Article/14018/Jewellery-sales-continue-shift-towards-pre-pandemic-conditions" target="_blank">Jewellery sales continue shift towards pre-pandemic conditions</a><br /><a href="https://www.jewellermagazine.com/Article/13863/Jewellery-sales-improve-for-Australian-retailers-in-February" target="_blank">Jewellery sales improve for Australian retailers in February</a><br /><a href="https://www.jewellermagazine.com/Article/13785/Improving-jewellery-sales-consumer-confidence-highlighted-in-January" target="_blank">Improving jewellery sales, consumer confidence highlighted in January</a><br /><a href="https://www.jewellermagazine.com/Article/13745/Consumer-confidence-expected-to-rise-as-jewellers-reflect-on-December-sales" target="_blank">Consumer confidence expected to rise as jewellers reflect on December sales</a><br /><a href="https://www.jewellermagazine.com/Article/13715/Good-news-Jewellery-sales-spiked-in-November" target="_blank">Good news: Jewellery sales spiked in November</a><br /><a href="https://www.jewellermagazine.com/Article/13655/Jewellery-sales-Lessons-learned-for-retailers-in-October" target="_blank">Jewellery sales: Lessons learned for retailers in October</a><br /><a href="https://www.jewellermagazine.com/Article/13558/Intriguing-jewellery-sales-analysis-as-December-draws-near" target="_blank">Intriguing jewellery sales analysis as December draws near</a><br /><a href="https://www.jewellermagazine.com/Article/13412/Retail-rebound-Positive-jewellery-sales-for-retailers" target="_blank">Retail rebound: Positive jewellery sales for retailers</a></p><p> </p>