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Recent analysis of sales at independent jewellery stores in Australia has uncovered several fascinating trends, rounding out a broadly positive year. | Source: Shutterstock
Festive season: Sales rise for independent jewellers in December
Posted January 15, 2026 | By Samuel Ord
Recent analysis of sales at independent jewellery stores in Australia has uncovered several fascinating trends, rounding out a broadly positive year.
<p>The latest report from Retail Edge Consultants revealed that sales in December improved by 5 per cent on a year-on-year comparison and 7 per cent when compared with 2023. The data is sourced from more than 400 independent jewellery stores in Australia and New Zealand.</p><p>Unit sales decreased by 4.9 per cent on a year-on-year comparison, while the average retail sale (inventory only) increased to $239, a jump of 11 per cent on a year-on-year comparison and a figure 26 per cent higher than what was recorded in 2023.</p><p>General manager Leon van Megen said the data reflected broader trends identified throughout the year.</p><p>“December delivered a clear revenue uplift, reflecting stronger seasonal demand supported by higher average sale values rather than increased transaction volume,” he explained.</p><p></p><p>“While volumes continued to trend lower, the decline moderated compared to 2024, indicating a stabilising pattern in customer activity during peak trading.</p><p>“Higher basket values remained the primary contributor to revenue growth, reinforcing the shift toward fewer but higher-value purchases.”</p><p>In terms of specific categories, diamond jewellery recorded a 2 per cent increase on a year-on-year comparison. Notably, colour gemstone jewellery sales increased by 31 per cent compared with December 2024.</p><p>“The category delivered a strong rebound in December, undoubtedly benefiting from gifting demand and customer preference for distinctive, design-led pieces,” van Megen explained.</p><p>Sales of jewellery without a diamond or colour gemstone improved by 9 per cent on a year-on-year comparison, while silver and alternative metals jewellery increased by 7 per cent by the same metric. </p><p>Improved sales in December rounded out what was largely a year of sales increases at independent jewellery stores included in the data. Before the flat sales recorded in <a href="https://www.jewellermagazine.com/Article/14683/Sales-lessons-learned-for-jewellers-ahead-of-all-important-holidays" target="_blank">November</a>, sales increased from May through October. <a href="https://www.jewellermagazine.com/Article/14586/Massive-sales-rise-at-independent-jewellery-stores-in-October" target="_blank">October</a> saw the largest increase in sales (25 per cent).</p><p> </p><p style="text-align: center;"><span style="font-size:20px;"><strong>2025 Jewellery Retail Sales December 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/170011" style="width: 510px; height: 359px;" /><br /> </h3><p style="text-align: center;"><img alt="" src="https://www.jewellermagazine.com/Img/170012" style="height: 382px; width: 510px;" /></p><hr /><p style="text-align: center;"><img alt="" src="https://www.jewellermagazine.com/Img/170013" style="width: 510px; height: 382px;" /></p><p> </p><p><strong>More reading</strong><br /><a href="https://www.jewellermagazine.com/Article/14683/Sales-lessons-learned-for-jewellers-ahead-of-all-important-holidays" target="_blank">Sales lessons learned for jewellers ahead of all-important holidays</a><br /><a href="https://www.jewellermagazine.com/Article/14586/Massive-sales-rise-at-independent-jewellery-stores-in-October" target="_blank">Massive sales rise at independent jewellery stores in October</a><br /><a href="https://www.jewellermagazine.com/Article/14529/September-to-remember-Jewellery-sales-spike-for-retailers" target="_blank">September to remember: Jewellery sales spike for retailers</a><br /><a href="https://www.jewellermagazine.com/Article/14436/Jewellery-sales-continue-to-rise-for-fourth-consecutive-month" target="_blank">Jewellery sales continue to rise for fourth consecutive month</a><br /><a href="https://www.jewellermagazine.com/Article/14382/Hat-trick-Sales-boom-for-Australian-jewellery-retailers-in-July" target="_blank">Hat-trick: Sales boom for Australian jewellery retailers in July</a><br /><a href="https://www.jewellermagazine.com/Article/14212/Another-positive-month-for-independent-jewellers" target="_blank">Another positive month for independent jewellers</a></p><p> </p><table align="center" border="0" cellpadding="1" cellspacing="1" style="border-top: 2px solid #601231;border-bottom: 1px solid #601231;width: 630px"><tbody><tr><td style="text-align: center; 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