Netflix hit The Crown boosts sales of 'traditional' jewellery at Argos

Sales of ‘traditional’ jewellery have doubled at general merchandise retailer Argos in the past two months with the company citing Britons binge-watching hit Netflix show The Crown as being behind the surge.

Claire Foy in The Crown - Netflix

Sainsbury’s-owned Argos, which features jewellery as one of the major areas on its website and in its catalogues, said antique-style pieces have proved more popular since Netflix started airing the second season of The Crown in the UK shortly before Christmas.

In particular, sales of coloured gemstones have more than doubled, while ornate lockets such as its Moon & Back  pieces have leapt by 150%, both subcategories seeing rises “far above the expected seasonal uplift for jewellery in winter.”

Award-winning The Crown stars Claire Foy and former Doctor Who Matt Smith as the Queen and Duke of Edinburgh. As would be expected, high-end reproductions of the Queen’s own jewellery have been star attractions of the show.

Series two of the show has come at a good time for the retailer with the pre-Christmas season and Valentine’s Day both being crucial periods for jewellery vendors.

Clair Albone, Jewellery Buyer at Argos, said “customers can’t get enough of” pieces that “bear close resemblance to those featured in The Crown.”

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