Alcor reported a 50% increase in sales in the silver with diamonds category in the first half of 2024 compared to the same period last year.
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As the chain's press service reported, similar dynamics in this segment have been maintained for more than 2 years. Sales have grown both in the wholesale segment to retail jewelry chains and in online channels.
“According to our data, the silver with diamonds niche accounts for approximately 2% of the total sales of silver jewelry, half of which are sales of the Alcor company, in second place in terms of sales volume are products under the Lamponi brand (13% within the segment), in third place is Sokolov (8% within the segment),” said Mikhail Veselov, head of the analytics department at Alcor .
One of the drivers of growth in the category is silver engagement rings with diamonds, sales of which have increased exponentially year on year. Silver items are most often encrusted with a single diamond with a 17-facet cut.
In offline retail, where earrings and rings form the core of sales, the average bill for silver jewelry with diamonds is at the level of 3,000–3,500 rubles. Online, the average bill is significantly lower — 1,700–2,000 rubles. This is due to the fact that the product matrices of online stores and marketplaces are dominated by lightweight, one-size-fits-all items — pendants and studs.
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