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Jeweller Michael Hill has attributed a refined approach to promotional activities for a lift during its two busiest months.

Against prior year, group revenues for continued operations and same store sales increased by 2.9% and 1.3% respectively during the combined November and December Christmas period.

Michael Hill International CEO Daniel Bracken said it marked a strong part of its quarter earnings.

“The company’s performance during the key November and December trading period was encouraging .

"A refined approach to our event and promotional activities resulted in a lift in sales during our two busiest months.
"This was a good outcome in a challenging retail environment and demonstrated the capability and cohesion of the executive and retail management team .

“The company demonstrated resilience and agility in responding to the challenges of the opening four months, and delivered positive sales in the key Christmas trading period.

“This growth to end the quarter shows we have a strong platform on which to build and gives us confidence to continue to implement our strategy to become a globally relevant leader in the premium jewellery category .

"We have already seen good progress and o ver the past six months branded collections have grown to now represent 20% of total product sales, while our eCommerce business continued its upward trajectory with sales growth of 59%.

“While we are buoyed by the positive shift in sales momentum, we remain focused on strengthening the business in 2019 as we continue to evolve our strategy."

Group revenues for continued operations and same store sales were -1.3 % and - 2.9 % respectively, showing significant improvement on the first quarter performance (from -8.8% and - 11.0 % in FY19Q1).

eCommerce sales increased by 59.3% to $8.1m for the period and represent 2.6% of total sales for the continuing operations.

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