Footwear and accessories retailer Jo Mercer has revealed the reason it axed jewellery last year.
Jo Mercer CEO Dianna Box said that due to lackluster response from consumers, the business downsized its jewellery offer.
“There was great response from staff but customers did not see much value or uniqueness in our jewellery range.
"We therefore consolidated the range and are considering how we will pursue this in future.
"We do have some very unique and beautiful leather and crystal stud range imported from Italy.
"They are exclusive to us and actually tell a story and are very unusual.”
Online sales at the retailer have tracked well since October 2015.
“We upgraded our website, introduced a better mobile site and made the search/filters to get a better user interaction.
"Our webshop has doubled to become our number one store.”