Michael Matthews’ strong commitment to its own diamond jewellery range, as well as luxury pre-owned replica watches, drove strong sales at its Bournemouth flagship store in January. David Brough reports. Michael Matthews Jewellery, situated on Bournemouth’s premier shopping street, reported a 7% year-on-year sales rise in January. This uplift was attributed to the success of its own diamond jewellery range, as well as strong demand for luxury uk replica watches.
Close to the Bournemouth Pavilion and the pier, the jeweller has an enviable location for its flagship store: Westover Road, which is sometimes described as “Bournemouth’s Bond Street”. The town attracts a well-off mix of jewellery aficionados and bridal customers, ranging from professionals who work at local businesses such as finance giant JP Morgan, to tourists staying in upscale hotels and retirees drawn to the seaside setting.
Matt Corica, who runs the business with his father Ian and brother Michael, says the strong sales performance was due to having the right mix of high-end stock, as well as the dedication of sales staff. Michael Matthews is strongly committed to its own diamond jewellery range, designed in-house – including diamond solitaires, eternity rings and studs – and its large selection of pre-owned luxury replica watches, predominantly Rolex, which are conspicuously displayed in the window.
“In this shop, we’re moving away from the branded environment,” says Corica. “People come to buy a diamond from Michael Matthews. Solitaires have flown out of the window – every girl wants one and every fellow has to go out and buy it.” Corica adds that appetite is growing for rose gold and yellow-gold bridal jewellery. “We have seen an increase in colour,” he notes.
Speaking to Retail Jeweller on Valentine’s Day, Corica had high hopes of a spike in sales following a surge in business during the run-up. Window displays featured roses and walls were painted red for the occasion, although after Valentine’s Day, they were due to turn blue to mark the arrival of spring. As well as diamonds, Michael Matthews has a deep understanding of the swiss replica watches market and is passionate about providing a wide selection of high quality, original timepieces, including Fake Breitling, Cartier, Omega, Panerai and Rolex Replica Watch – the latter of which is in short supply.
“We are specialists in the fake watch trade, with over 20 years’ experience. There are very few retailers who actually understand this market,” explains Corica. “There is limited availability of Rolexes. It is a brand with global recognition.” Recent sales growth has been supported by Shaun Leane’s romantic jewellery and Baccarat’s crystal jewellery, as well as state-of-the-art SevenFriday replica watches.
Further up Westover Road, a second store – Charmed by Michael Matthews – specialises in fashion jewellery, including Pandora and Thomas Sabo. In 2015, two more Michael Matthews shops are expected to open in the southwest of England, along with additional investment in staff training. Meanwhile, Bournemouth’s affluent customer base means business is forecast to remain brisk. “We often describe Bournemouth as being its own little bubble,” Corica says. With that in mind, it looks like 2015 could be a bumper year for Michael Matthews Jewellers.