Valentine’s Day
As reported by IDEXOnline, jewelry sales in the run up to Valentine’s Day turned out to be very successful in some countries. According to Paymark, an electronic-funds-transfer-at-point-of-sale service provider in New Zealand, watch and jewelry store sales in that country jumped 52 percent over the previous week.
Some U.S. jewelry companies note that sales on the eve of February 14 appeared at least as good as in recent years. However, taking into account the rising fuel prices, worsening economic environment and soaring prices for precious metals, stores started to offer sterling silver jewelry to their customers as an alternative to more expensive gifts.
The “Texarkana Gazette” having polled Texas jewelry companies reported an increase in the sales of engagement rings. James Robuck, the owner of Robuck Jewelers from Kansas, in his interview to the KSNT radio station told that though Saint Valentine’s Day had been “really great” for his business this year, not all the sellers were so successful. “The travelling salespeople that come through tell me that a lot of jewelry stores in the area and around the country have not been this fortunate,” Robuck said.
Thus, despite the diversity of comments it is possible to affirm that as before Valentine’s Day is holding its position of a driving force in jewelry sales.
March 8
In India, a whole number of jewelry companies announced a range of special festive actions timed to March 7-9 to attract female buyers.
Hypercity Retail (India) Ltd announced its intention to sell two Aspen watches for the price of one in their stores on March 7-9. Sellers also planned to give gifts and free consultations on facial skin treatment. A box of Swiss chocolate candies and a gift voucher were offered to women who bought Vive Jewellery products.
Suashish Diamonds planned to give a 12-percent discount for Ishi jewelry on March 8.
Ola Vice President Sameet Ned told that on March 7-8 his company was planning to run 10% discounts for silver jewelry in their twenty stores in Mumbai, Ahmedabad and Bangalore.
Jewelry Ethics
Marketologists working on strategies to prompt consumers to buy various goods complying with ethic requirements are also devising new ways to promote jewelry. For instance, jewelry designer Joan Hornig’s customers have a possibility not only to choose a thing to buy, but to decide which non-profit organization of the offered list will be donated their money paid for the purchase.
It is said that 100% of the profit or at least 20% of the retail price may be transferred to any of the 225 organizations, whose scope of interest ranges from education problems to environment protection issues. Jewelry made by this designer is sold at the largest department stores of the U.S.A.
