Silver Leads Valentines Sales

Published on 01/03/11

Diamonds may be a girl’s best friend but jewellers reported that silver was a bestseller over the Valentine’s period, although some maintained that the event is not a big money spinner for them.
Trade in the lead up to Valentine’s Day and on the 14th itself was mixed, according to retailers interviewed by Jeweller.

A number of jewellers said they found consumers preferred to spend their money on flowers, chocolates or dinners instead of jewellery.

Bernie Santen of Bentleigh Jewellers in Victoria told Jeweller, “We have tried mail-outs, brochures, different price ranges and varying shop decorations but nothing seems to encourage Valentine’s Day jewellery spending.”

Derek Forkgen from the New South Wales-based Ballina Jewel Centre found shoppers similarly unresponsive to Valentine’s Day marketing.