UK Craftsmanship tops the IJL Christmas Buying Survey Results

17 Dec 2015

This year, International Jewellery London (IJL) in conjunction with Domino Jewellery, commissioned the first IJL Christmas buying trends survey of UK jewellery retailers. Of the key findings, the one trend that stood out is the importance of UK craftsmanship - with 80% of respondents stating that UK craftsmanship is an important factor when purchasing precious jewellery to stock in-store.

The survey of retailers drawn from independent, online and multiple outlets, looked at not only the importance of UK craftsmanship, the priorities in selecting Christmas lines and the most popular Christmas products, but also the strongest performing price points, and whether or not Christmas buying habits have changed in the last five years and what impact this has had on business.

Event Director, Sam Willoughby, comments: “This industry survey provides an interesting insight into Christmas buying trends and highlights the importance of design and craftsmanship, as well as price point. All of which help retailers stand out in the marketplace and capture the attention of the busy Christmas shopper – and ensure the tills are ringing!”

For Andrew Sollitt, Sales and Marketing Director at Domino the survey has provided a useful endorsement for his company’s most recent and ongoing marketing campaign. He added: “We were truly delighted to see the results of the IJL survey as its findings strongly underline the importance of UK manufacturing heritage and our ‘Created & Crafted’ campaign flags our UK production capabilities whilst also focusing on the ‘Design & Detail’ of our products and the attention we pay to creating unique and fashionable contemporary jewellery. It would seem that the retailers who were surveyed and their customers also share these important values.”

Domino Jewellery’s 2015 Diamond Ring Mount Collection includes an array of 44 exciting designs, marrying together the latest trends. From classic solitaires to contemporary life style designs, they have mounts for everyone to fall in love with. All designs are offered as an unset mount, or alternatively as a complete piece set with your choice of GVs or HSi diamond. All rings are available in either Platinum or 18ct alloys. Domino derive great pride from the fact that this jewellery has been designed and made to their own exacting standards at their sophisticated manufacturing facility in Birmingham.

Purchasing Priorities
When choosing new Christmas lines, ‘how interesting the design is’ was the highest scoring amongst respondents, followed by ‘how unique the piece is’ (only  they  will stock  it), ‘how ‘on trend’ the piece is’ and ‘how classic the piece is.’

Christmas Product Choices
Pendants are the products which retailers most focus on at Christmas, followed closely by earrings, rings and necklaces in descending order – with wrist wear the least popular.

Price Point
Not surprisingly, price-point is another major factor when purchasing Christmas lines - with 98% of respondents surveyed stating that it is the most important factor in selecting Christmas lines, with a further 75% saying the strongest performing price points fall into the less than £500 category. However, a healthy 11.5% state that up to £2,000 performs most strongly at Christmas with 9.6% claiming £1,000 and 3.8% - £1,500.

Changes in buying habits
62% of respondents claim that their Christmas buying habits have changed over the last five years. The range carried was cited by 67% as the most important change that has impacted on their business, with the price point considered nearly as important by  56.7%. Use of POS material was scored as 13.3%.

Surprise! Surprise!
And when it comes to the consumer – it’s all about the surprise. When questioned about whether jewellery was bought as a surprise gift or whether the recipient had some involvement in the selection of the piece, well over half of respondents at 57% said gifts were purchased as a surprise, with 28.6% of pieces requested by the recipient in advance but purchased separately. And with only just 8.2% chosen and bought with the recipient.


IJL 2016 will run from 4 to 6 September 2016 at Olympia GRAND, London.

For more information about IJL 2016 please contact: Jennifer Hall-Thompson or Suzanna Hammond +44 (0) 207 630 6633 / +44 (0) 7770 802442

About International Jewellery London

International Jewellery London is the UK’S leading trade event for the international jewellery industry. The event showcases the latest product ranges from over 550 high end, finished jewellery manufacturers, designers, loose gemstones, and retail services suppliers. IJL attracts an unparalleled range of jewellery focussed and pre-qualified buyers from 64 countries in an exclusive trading environment to do business, share knowledge and network in the heart of London, the UK’s style capital. Inspiring the industry for over 60 years, IJL showcases future industry trends, provides 100% free education and attracts an unrivalled selection of consumer and trade press. For further information please visit IJL is sponsored by the NAJ and supported by the GIA, Gem-A, The Houlden Group, The Company of Master Jewellers, The Responsible Jewellery Council , Euromonitor and CIBJO

About Domino Jewellery
Domino Jewellery is a long-established, UK-based manufacturer of precious and fine jewellery. It provides retailers with a large array of rings, earrings, necklaces and bracelets in Platinum and Gold alloys set with diamonds and other precious gemstones, as well as a comprehensive range of jewellery components. The vast majority of products are produced in-house at its impressive manufacturing facility in Birmingham’s famous jewellery quarter. Domino is an Investors in People business and is accredited by the Responsible Jewellery Council. It was also one of the first British companies to be granted permission by the Fairtrade Foundation to manufacture in Fairtrade gold. The company is part of WB The Creative Jewellery Group which employs some 180 staff and has offices in Birmingham, London and Essex. Other companies within the Group are the casting, 3D printing and bespoke manufacturer Weston Beamor and the fashion and silver jewellery company Gecko. For further information:

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