| EXCLUSIVE: Jewelers see uptick in sales since Black Friday |
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| Author: National Jeweler
12/6/2006 2:12:55 AM |
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As the holiday season moved into full swing last week, jewelers showed a significant increase in sales since Black Friday weekend, with diamond jewelry topping consumers' shopping lists.
"Sales last week were definitely higher for us than they usually are in the week after Thanksgiving," says Evan James Deutsch, owner of Evan James Ltd. in Brattleboro, Vt. "The weather I think really helped. It was 65 degrees here. People seemed more upbeat and more willing to spend early on."
Deutsch says that Friday, Dec. 1, was the busiest first Friday in December ever for his store, which opened in 1987.
"We had good traffic, and we made large diamond sales that we don't usually make so early on," Deutsch says.
The bustling business on Friday set the tone for a weekend where sales also increased over the year before, Deutsch says.
"We're very pleased with the start of the season so far," Deutsch says. "There are so many negatives against retailers right now, but our sales are up."
At Allen's Jewelers in Albany, Ga., sales also appeared "considerably up" over the same week last year, says owner Steve Allen.
"Saturdays are not typically a good day for us because we are not in a mall, but traffic was still up," he says.
Best sellers for Allen so far include diamond stud earrings, gold cuff bracelets and items priced from $800-$3,000.
"I certainly hope the sales continue," he says.
But sales have not yet picked up for Leonard's Jewelers in Mt. Airy, N.C., where a struggling local economy has kept customers out of the store.
"Jewelry is a luxury," says owner Walter Leonard Jr. "If you don't have a job, you don't have money, and you can't buy luxuries."
Leonard has not totally given up hope on the holiday season yet. He says several out-of-town visitors have made inquiries about larger diamonds. If those sales go through, Leonard says, he may be able to salvage the season.
For retailers in the South Central region, the week after Thanksgiving proved even stronger than the much-hyped Black Friday shopping weekend, with retailers finding both heavy traffic and strong sales in their stores during this last week.
"This week was very good, dramatically better," says Jeff Fox of Barnes Jewelry in Amarillo, Texas.
Fox says a designer trunk show held in the store on Saturday helped to drive traffic, but doesn't explain all of it.
"We're a 50-year-old store, and we just built a new location. It's proving to have been a good decision," he says.
Fox says traditional pieces sold well this week, with diamond stud earrings, diamond pendants and Journey diamond jewelry doing particularly well.
Further south, in San Antonio, Aaron Penaloza of C. Aaron Penaloza Jewelers says this weekend was better in terms of both traffic and sales compared with last weekend, with jewelry across the board selling well.
From here, Penaloza only sees it getting better.
"It's typical low-key, it starts slow," he says.
Penaloza explains that December revenues make up about 20 to 25 percent of his store's yearly revenues, with half of that coming in during the last eight or nine days of December.
Recent holiday marketing efforts include a flyer in the local business journal, plus a direct-mail Christmas postcard that includes a wish list and a 20 percent coupon for his best customers. Penaloza hopes to begin seeing a response to those efforts this week.
In Fort Smith, Ark., Kelly Newtown of Newton's Jewelers says the last few days have been "crazy busy. Busier than last week."
"We sold a lot of Lazare Kaplan, Rolex and Memoir," he says. "Lots of three-stone and Journey jewelry—I think four or five pieces. I just reordered three more today."
Newton says his store is ahead for seven months running, and he has bright hopes for December.
"If the last seven months are any indication, I think it'll be great," he says.
With temperatures in the 30s and 40s, it's beginning to feel unusually like Christmas in Silicon Valley, says Richard T. Velayo, store manager for Gleim Jewelers in Palo Alto, Calif.
"For us, it has been on the colder side, but I think it has put a nice bit of holiday spirit in the air," he says.
In addition to the frosty vibe, he says traffic picked up this past weekend, with trunk shows in Gleim's three area stores.
"It's a little bit busier than last year from what I remember," he says.
Diamonds and fine color have been strong so far.
Van Renssalear Jewelers in Billings, Mont., had success with natural colored diamonds this past weekend, selling two blues in the $15,000 to $35,000 range, says owner Steven Morse.
"We're selling some larger, natural colored diamonds; we've had requests for reds and pinks, and we've sold some blues," he says. "My expectations are high based on early results with these larger, natural colored diamonds."
Two trunk shows helped to boost traffic and sales at Alson Jewelers in Cleveland, Ohio, says owner Chad Schreibman. One featured Michael Beaudry, the other highlighted designer Leslie Greene, who made an appearance at the store.
"Those are always fun," he says. "We had good traffic and the weather cooperated. We got some nice sales from it."
Overall, he says diamond earrings and watches are selling best so far.
Journey diamond jewelry in total carat weights from a quarter to half a carat are strong for Midwest consumers, says John Anshus of Anshus Jewelers in Menomonie, Wis.
"We're moving a lot of small diamond pieces," he says. The ever-popular circle pendant continues to do well. "There's so much advertising on that, and everyone's aware of it this season so they come in asking for it," he says.
While traffic is down compared to last year, customers appear to be spending more, he adds.
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