Jewellery giant Aurum is to launch a new fascia under its Goldsmiths brand as it seeks to attract a younger, more fashion-conscious customer.

Goldsmiths has been trialling a new concept in its Leicester shop in the Highcross shopping development since November, stocking a more “youth focused” product mix, including items such as charms and fashion watches.

The shop is to be rebranded to Goldsmiths Boutique in the next few weeks.

Chief executive Justin Stead said the retailer was “very pleased” with the trial over Christmas, and the concept will now be rolled out under the new fascia.

He said about eight shops would open in the next year. The next opening will be in MetroCentre in Gateshead in April.

Goldsmiths Boutique will maintain the retailer’s brown and yellow colours, with Boutique added below the logo in bold, capital red lettering. Store interiors will be tailored to give a more contemporary feel. The traditional carpeted floors will be replaced with wooden flooring, which an Aurum spokesman said fitted better with the youth audience.

Aurum reported a strong Christmas with like-for-likes up 14.5% across the group in the five weeks to January 9.

Goldsmiths was the strongest performer, with total sales up 19%. Mappin & Webb sales were up 11%, while Watches of Switzerland, which was most affected by the snow because of its airport locations, was up 1%.

Stead said its strong performance came from product availability and mix, along with marketing. He said the performance would have been “remarkable” if it had not been for the snow.

Aurum expects to report a “substantial increase” in EBITDA in the year ending on January 30.

Aurum’s performance beat fellow jewellers Signet and Theo Fennell. UK like-for-like sales at Signet fell 4.2% over Christmas while Theo Fennell like-for-likes were down 7%. Both retailers blamed the snow for their performances.

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