Beaverbrooks sees 61% spike in wedding ring sales

The two-day jump in sales is part of a wider ‘bridal boom’ throughout the UK as restrictions are lifted

Family-owned jeweller Beaverbrooks saw a 61% two-year increase in wedding ring sales for the two days following Boris Johnson’s announcement that larger marital ceremonies can return.

The two-day jump in sales is part of a wider “bridal boom” throughout the UK as restrictions are lifted, with wedding ring sales soaring throughout May and June at the firm.

Following the reopening of the group’s 72 stores, Beaverbrooks saw sales double in May, adding to a 160% jump in wedding ring sales during the first week of the month when compared to the same period in 2019.

Wedding ring sales continued to rise in June, climbing 38% compared to the same month in 2019, which represented Beaverbrooks’ most profitable year.

Anna Blackburn, managing director at the company, said: “This boost in confidence and the pent-up demand from so many delayed events has been reflected in customer behaviour, with couples eager to show their love for each other despite turbulent times.

“As well as wedding and engagement rings we’ve also seen a significant increase in our wider gifting categories.”

Beaverbrooks also revealed that wedding spending has increased, as the average sale price on sentimental pieces has spiked 15%.

Blackburn added: “We are delighted to have seen so many customers return to stores and purchase sentimental jewellery pieces for their loved ones, as the excitement of weddings returning grows. 

“This is something we absolutely share at Beaverbrooks and we’re here to help our customers and be part of their special celebrations every step of the way.”

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