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Jewellery retailers are expected to benefit from a strong Mother's Day trading period
Jewellery retailers are expected to benefit from a strong Mother's Day trading period

Strong jewellery sales forecast for Mother’s Day

As jewellery suppliers make preparations to help retailers boost Mother’s Day-related sales, two industry bodies are optimistic that the upcoming trading period will outperform 2014.

According to National Retail Association (NRA) CEO Trevor Evans, consumer spending figures for Mother’s Day, which falls on Sunday 10 May, would likely exceed those recorded last year.

“Each year we see a strong increase in retail sales for Mother’s Day, and we expect to see further growth again next weekend,” Evans said.

Australian Retailers Association (ARA) executive director Russell Zimmerman added, “We’re seeing a little bit more confidence in the industry at the moment and we’ve also got some fairly cool weather which is making people get out and shop, so I think we’re going to see a fairly strong Mother’s Day.”

Evans stated that in recent months, jewellery had been one of the better performing sectors in the retail industry and that it was a popular gift choice for Mother’s Day.

Zimmerman concurred that jewellery had become “very important” for the occasion and as such, predicted that this year’s Mother’s Day was going to be a “good time” for jewellers – just as it had been in the past.

“Following on from Christmas, I think Mother’s Day is about the next most important event on the calendar, so it’s generally a very strong trading period,” he said.

Emphasising the significance of the event for the jewellery industry is the fact that a number of suppliers and major retailers have invested in video campaigns that specifically promote Mother’s Day. Examples include European brand Thomas Sabo and local retail chain Michael Hill.

One jewellery supplier that appears to have had particular success with this marketing tool is Pandora. The Danish jewellery brand released a video (see below) depicting an “experiment” to see if a group of children could identify their mother from other women while blindfolded.

At the time of publication, the campaign – which was released in mid-April – had been viewed more than 12 million times on YouTube and more than 17 million times on Facebook. American actor Ashton Kutcher also shared the video on his Facebook account.

While creating brand awareness is important, various jewellery suppliers are also offering a number of special promotions to help retailers increase Mother’s Day sales. A selection can be found below.


Jewellery retailers that order Guess’ 25-piece jewellery range – which includes necklaces, earrings and bracelets in silver, yellow gold, rose gold and leather – from local distributor Designa Accessories will receive a 15 per cent discount as well as 20 complimentary rose gold Guess-branded journals that can be offered as a gift with purchase to customers.

Those that order the 15-piece Guess watch range – featuring styles such as Sunrise, Viva, Angelic and Jet Setter – will also be given a 15 per cent discount and 15 free Guess-branded journals.


Miglio Designer Jewellery

Miglio customers that spend $120 or more at participating jewellery stores will receive a complimentary pair of earrings featuring pink shell pearl, valued at $39.


Nikki Lissoni

Duraflex Group Australia (DGA) has announced a special promotion for consumers purchasing Nikki Lissoni jewellery. A free pair of hoop earrings valued at $49 will be given to customers that spend $100 on any Nikki Lissoni product for Mother’s Day, or a free bangle valued at $79 to customers that spend more than $250.


Consumers that spend $150 or more on Pandora products will receive a limited edition engraved sterling silver bangle with a pavé heart clasp, valued at $99. A Mother’s Day gift set that includes a sterling silver necklace and matching earrings featuring cubic zirconia is also available. Valued at $177, the gift set will retail for $139.


Pastiche has developed a “mini-release” for Mother’s Day that includes a nature-inspired collection set in sterling silver and featuring rose gold detail.

Thomas Sabo

Thomas Sabo – distributed locally by DGA – has added new medallions to its Open Your Heart range in time for Mother’s Day. When purchasing one of these medallions, consumers will receive a complimentary matching necklace, gift packaging and a greeting card.

Additionally, consumers that hashtag #formumwithlove on Twitter or Instagram will go in the running to win two exclusive jewellery sets.


Customers that spend $300 on Uberkate jewellery will receive a limited edition sterling silver bracelet with a personalised, initial-monogrammed pendant valued at $129.


Watch Pandora's Mother's Day campaign

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