Historic family-owned jewellery giant Beaverbrooks 'set for record-breaking year' after surge in diamond sales.
The Lytham St Annes-headquartered business has reported a 28% rise in diamond jewellery sales compared to 2019, which was the company's most profitable year.
Its overall sales in the run up to Christmas are up 36.5% so far when compared with the same period in 2019.
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Beaverbrooks added that its sale price has risen by an average of 19%.
The company, which has been in business for more than 100 years, has also seen watch sales jump by 58% and gold and silver jewellery by 28% and 43% respectively.
The new figures come after the firm published its financial results for its latest financial year in November.
The documents filed with Companies House revealed a turnover of £123.1m for the 12 months to February 27, 2021, down from £143.2m in the prior year.
Its pre-tax profits also dipped slightly from £10.7m to £10m over the same period.
Managing director Anna Blackburn said: "After a year of lockdowns and cancelled plans, we’re certainly seeing a greater demand for gifting this year, with customers keen to make this year one to remember for the right reasons.
"There’s no doubt that the news of a new Covid variant has created a degree of consumer uncertainty, but despite this we are experiencing a sustained high volume of sales with customers determined to treat their loved ones to something special this year.
"Whilst our e-commerce and mail order services continue to perform well, we’re still seeing customers shopping in stores, with face-to-face interaction and consultation being key to the buying experience. Given the luxury and emotive nature, customers want to touch and feel our products and try them on.
"Since the beginning of the pandemic, our number one priority as a business has been the safety of our people and our customers.
"Despite restrictions relaxing in July, we kept the majority of our Covid measures in place across our 71 stores to ensure people could shop with confidence.
"Feedback from our customers is they feel safe and reassured, whilst still receiving the high level of personal customer service they expect when purchasing higher price point items.
"This, combined with a nationwide desire for a ‘normal’ Christmas may be why we’re seeing such strong sales figures, and we hope this year will be extra-special for all those who missed out on celebrations in 2020."
