Linneys Jewellers reports “historic” December trading performance

Jewellery retailer Linneys has reported record sales for Christmas 2021 marking it the “best Christmas trading to date” for the Perth-based company amid COVID challenges which turned out to be a “silver lining” of sorts.

According to Justin Linney, creative director, Christmas trading saw an increase by 15 per cent fuelled by a rising Western Australian economy and COVID-related overseas travel restrictions which yielded an unexpected outcome where consumers invested in jewellery and luxury goods.

The strong holiday trading performance is seen to increase the company’s annual turnover by 30 per cent in 2021-2022.

Linney said “Western Australians can’t travel so they are investing in jewellery instead,” noting that stores were “extremely busy” at the start of the holidays as “customers are settling their accounts for presents in the last few days before Christmas.”

Many customers were lay-bying gift items and waiting for the last minute to settle full payment and collect the presents to avoid ruining the Christmas surprise.

Pink diamonds were in high demand “as they are very limited in supply, and clients don’t want to miss the boat,” Linney said, adding that consumers are still looking for “classic pieces, diamond pendants or stud earrings, [and] pearls are being featured on the fashion runway, so they are also in high demand.”

Established in 1972, family-owned Linneys was among the Australian ‘pioneers’ to showcase Argyle pink diamonds in its original jewellery collections since 1985.

In addition, 2022 also marks the company’s 50th year in the handcrafted jewellery business, sourcing its precious stones, metals and pearls throughout Western Australia.




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