Sales lessons learned for jewellers ahead of all-important holidays

The latest analysis of sales at independent jewellery stores in Australia has uncovered many interesting trends in November.

The latest report from Retail Edge Consultants revealed that sales in November were unchanged from year-to-year. The data is sourced from more than 400 independent jewellery stores in Australia and New Zealand.

General manager Leon van Megen noted that stability of this level indicated a strong baseline supported by higher average sale values around Black Friday and Cyber Monday events.

Unit sales decreased by 9 per cent on a year-on-year comparison, while average retail sale (inventory only) increased by 10 per cent compared with the previous year, reaching $288.

“While November didn’t deliver a year-on-year increase, it reflects a market that is continuing to consolidate around higher-value transactions"
Leon van Megen, Retail Edge

“While November didn’t deliver a year-on-year increase, it reflects a market that is continuing to consolidate around higher-value transactions,” van Megen explained.

“The stability shows customers are spending meaningfully, keeping overall revenue in line with last year even as volume of units sold decreases.”

He added: “Stronger basket values continue to offset softer unit throughput and remain the primary driver of revenue stability.”

In terms of specific categories, diamond jewellery sales improved by 8 per cent on a year-on-year comparison. Meanwhile, colour gemstone jewellery increased by a modest 2.6 per cent.

Sales of jewellery without a diamond or colour gemstone declined by 4.2 per cent, while silver and alternative metals jewellery spiked by 17 per cent.

“One of the strongest performers of the month, this category remains well aligned with value-conscious shoppers who continue to respond to accessible price points and everyday relevance,” van Megen added.

“Its steady growth over two years shows how variety, affordability, and broad appeal delivers reliable month-to-month performance.”

The report noted an improvement in new laybys compared with pickups and cancellations. A similar trend was observed in new special orders, while new incoming services, such as repairs, declined.

Flat sales in November marked the end of a remarkably positive ‘run’ of strong sales among independent retailers. Retail Edge documented an increase in sales from May through October. October saw the largest increase in sales (25 per cent), while September was also positive (10 per cent).

2025 Jewellery Retail Sales September Results
Charts published with permission courtesy of Retail Edge

The charts below are based on data collected via Retail Edge POS software
at more than 400 independent Australian jewellery stores.

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While November didn’t deliver a year-on-year increase, it reflects a market that is continuing to consolidate around higher-value transactions. The stability shows customers are spending meaningfully, keeping overall revenue in line with last year even as volume of units sold decreases.



This month’s unit sales reinforces the broader 2025 pattern. Customers are making fewer purchases but it doesn’t necessarily mean reduced revenue. The behaviour points to more deliberate buying, with shoppers placing greater emphasis on quality and product relevance.



Rising sale values underpin revenue stability. Widening unit volume-average sale gap signals a trend. Shoppers spend more per transaction, a strong indicator of resilient discretionary spending sector-wide.