Jeweller H Samuel has launched own-branded diamond merchandise into 40 stores in a bid to boost Christmas sales.
The tactic puts parent Signet ahead in the UK jewellery market, where branded goods are rare, and coincides with the extension of own-brand Leo Diamond to Ernest Jones stores following a trial this year.
Approximately 10 per cent of the 420 H Samuel stores, including Oxford Street, received the 'Forever Diamond' range at the end of last week.
Signet group chief executive Terry Burman said: 'If it blows the doors off, then I'm sure we will definitely consider rolling it out next year.'
The UK initiative mirrors Signet's US tactic of growing average purchase value by increasing diamond sales.
Signet has also introduced a more open US-style store design to some shops. Two of the 175 Ernest Jones stores - Manchester and Crawley - have opened with the design, and 11 H Samuel stores have been converted to a similar style.
Burman said the design, known as the Millennium concept, is still being tested. The look, which Burman said might be more suitable for shopping centres than high streets, is designed to be more inviting and engaging.
Signet has hired headhunters to find a replacement for UK chief executive Ian Dahl, who resigned in September.
- See Market Maker in next week's issue.
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