This research is done in order to find a feasible solution to improve sales consistency at a luxury goods store which has fluctuating demand throughout the year. This research is applicable to various stores. Mixed method research has been used in the form of surveys with a sample size of 80, and staff interviews with the assistant manager of the store. On the preliminary research it is clear that people choose to buy jewellery on special occasions and depending on discounts. The sale of jewellery is largely related to the mindset of people towards use of jewellery. A promotion strategy with related steps is to be implemented.