Despite Bank of Jamaica projections that up to $50 billion will be in circulation in the lead-up to Christmas, jewellery merchants are not expected to woo many holiday shoppers.

"Right now, that (jewellery) not even important," said Keisha, who preferred not to disclose her surname, while doing her Christmas shopping in the busy downtown Kingston area.

According to the 32-year-old mother of two, food and clothes were the most important purchases during the festive season.

At least one operator of a jewellery store told The Gleaner that despite major discounts being offered at his two outlets, sales have been very slow.

"Things have not really picked up like they usually do at this time of the year," said Deepak Daswani, store manager for Real Deal Jewellers, located in Spanish Town, St Catherine.

20 per cent decline

Daswani said his business has experienced at least a 20 per cent decline in sales in comparison to last year.

"Each year, things seem to be getting slower," he added.

Because December is a popular month for couples to tie the knot, wedding bands are one of the few pieces of jewellery leaving the glass cases.

Sales of gold jewellery were particularly stagnant, Daswani said.

"Gold is not selling much, people are now looking to purchase cheaper types of jewellery," Daswani said.

To help attract customers and boost sales on gold jewellery, the store is currently offering discounts ranging from 30 to 50 per cent.

michelle-ann.letman@gleanerjm.com