Do not buy jewelry from snobs
Don't be a snob when you sell either, it's bad for business
No one buys jewelry out of necessity, not the way we need water or food. We buy it because it makes life more special, an enhancement to our existence. Beauty isn’t a basic need, but it’s a need nonetheless. That’s what makes jewelry a luxury: beyond the object acquired, it is what it represents—relationships, connections, meaning.
I’m writing this from two perspectives.
As a consumer, it always pays to understand the business behind what you’re buying. For the vast majority of people (myself included), the idea of purchasing jewelry as an investment makes even less sense than buying individual stocks. In terms of investment liquidity—considering precious metals and stones—we’re better off buying the raw materials directly.
However, there’s a special kind of investment here: much like art, when we buy jewelry, we invest in creative endeavors and ultimately in the people and values behind a brand.
Knowing where you put your money and time helps you make informed choices that are both smart and satisfying. When it comes to jewelry, communication shapes the experience almost as much as the product itself.
When someone steps into a store—whether physical or digital—they’re usually matching a piece of jewelry to a moment, most often a gift. That’s why the role of the salesperson, concierge, or overall shopping experience isn’t just about selling—it’s about advising.
Luxury isn’t about distance; it’s about proximity. The difference between mass-market goods and luxury isn’t just price or exclusivity—it’s emotional fulfillment. Luxury is found in the warmth of someone remembering your name, your preferences, and the moment you hesitated between gold and platinum. It’s the rare, almost endangered experience of truly being recognized.
Now, for those running a brand. Most jewelry brands aren’t large enough to have entire teams dedicated to brand strategy, to properly communicate the human and creative aspects of their business, refining every little detail of their messaging. Product development takes priority, and aspects like the sales experience or brand communication suffer. That’s where I come in (as a brand communication specialist) to focus on these nuances and translate them into effective strategies, visuals, and words.
“You sell to someone before you sell something” is one of my favorite phrases from Kapferer.
Sidenote, it's no surprise that luxury brand sales have shifted with the return of in-person shopping. Making customers wait in long lines or providing poor service can ruin the experience—especially when sales assistants are undertrained or struggling with financial stress and exhaustion from long commutes. In those conditions, offering thoughtful advice becomes much more difficult.
A jewelry and luxury sale can’t be a mere transaction. If it is, it won’t create loyalty. It has to be a human moment, and because buying jewelry is so emotional, selling it at the wrong time, for the wrong reason, leaves a bad aftertaste—one too strong to recover from. Trust is everything.
Beauty and meaning should always come first in jewelry—choose to buy or sell pieces that reflect both, and value the kind and interesting people who bring them into the world.
Sometimes, the best advice a salesperson can give is Don’t buy it.
—Maybe consider something else.
True salesmanship is about guiding clients toward what truly meets their needs. When it comes to luxury brands, expanding beyond the core offerings can deepen the connection with customers and offer them a more thoughtful, curated experience.
It might sound counterintuitive, but entry-level items can be some of the most valuable pieces in a brand’s collection. When clients are seeking a small self-treat or a meaningful souvenir, a beautifully crafted, entry-level product often hits the mark. These pieces aren’t lesser; they’re a way to introduce customers to the essence of the brand without financially overwhelming them.
Think of them as the appetizers at a dinner party—small, delightful bites that leave a lasting welcome impression and invite the guest to return for more.
These products also serve as great add-ons, ways to enhance a sale without relying on discounts (which can dilute a brand’s perceived value), or even as VIC gifting. They can strengthen relationships, enhance reputation, and facilitate customer acquisition (let us flirt with the brand).
Take J. Hannah’s nail polish, for example, it’s not just a product; it’s an extension of the brand’s refined aesthetic. Whether it’s a jewelry box by Sophie Bille Brahe that elevates the presentation of a client’s collection, a candle by Spinelli Kilcollin, or an Elsa Peretti key ring for Tiffany that adds a nice touch to daily life, these smaller pieces don’t just fill a niche—they enhance the overall brand experience. Similarly, accessories like extenders from Lizzie Fortunato offer easy, elegant ways to refresh a client’s collection (and revive the perception of a previous purchase).
On the other end of the spectrum, some brands take customer engagement to the next level, offering immersive, high-end services and experiences that deepen the connection. Van Cleef & Arpels, for example, brings clients closer to the artistry behind their pieces through L’École. David Webb’s exhibitions provide an opportunity for clients to engage with the work intimately. Maintenance and care services also come into play here.
Ultimately, it’s about more than selling jewelry. It’s about creating an experience that makes clients feel valued and engaged, whether through a carefully considered entry-level piece or a high-touch, exclusive offering. By striking the right balance, brands can foster lasting relationships and keep clients coming back for more.
Before we go, let's take a look at the numbers
This article from McKinsey from 2021 found that over 71% of consumers now expect personalized interactions, and most importantly, 76% get frustrated when this doesn’t happen. 72% said they expect the businesses they buy from to recognize them as individuals and understand their interests.
"When asked to define personalization, consumers associate it with positive experiences of being made to feel special. They respond positively when brands demonstrate their investment in the relationship, not just the transaction. Thoughtful touchpoints, such as checking in post-purchase, sending a how-to video, or asking consumers to write a review, generate positive brand perceptions."
Companies excelling in this area can see revenue lifts of 10–15%, underscoring the critical role of tailored experiences in driving business success.
The demand for personalized luxury comes at a time when Bain & Company reports a contraction of around 50 million in the global luxury consumer base over the past two years (Le Monde). Together, these insights highlight that while consumers are increasingly seeking personalized, high-quality experiences that drive substantial revenue gains, brands must also address a shrinking customer pool by deepening trust and connection to sustain long-term growth.
To wrap up: the only time revenge shopping worked.
Excited for what’s ahead in 2025! If brand communication or project support is on your mind, let’s chat. You can reach me at isis@thefoyer.jewelry.
Thank you for reading, enjoy your week!
Signing off, with love,
Ísis
Such a thoughtful piece! Utterly brilliant x
This article was so good!!! I'm always excited when you write in this essay-oriented style. 💖