Recent studies reveal that customer demand for product traceability tools is strongest in high value jewellery segments. Fine and luxury jewellery received the highest rating at 9 out of 10, followed closely by engagement rings and designer brands at 8. Demand drops to 6 for vintage jewellery and falls further to 4 for fashion jewellery. (Source: McKinsey & Co, Bain & Co, De Beers, IBM / NRF 2020, Accenture 2021)
Interpretation
This data suggests that customers are especially interested in the origins and authenticity of pieces with significant financial and emotional value. For platinum jewellery, which often overlaps with fine, luxury and bridal segments, traceability is becoming a critical part of the purchase decision rather than an optional extra.
Insight
Customers investing in high value pieces such as platinum jewellery are not only buying a product, they are buying a promise. They seek assurance that their purchase is genuine, responsibly sourced and carries a unique story. This emotional reassurance enhances the sense of pride and confidence in their investment.
Implication
Retailers and manufacturers should consider making traceability a core part of their brand narrative and sales strategy, especially when dealing with premium segments. Offering transparent information can help justify higher prices and build deeper trust with discerning clients. In contrast, for fashion jewellery where price and trend appeal dominate, the emphasis on traceability may be less critical.
Opportunity
Platinum jewellery brands have an opportunity to lead the market by introducing advanced traceability solutions such as digital product passports. By doing so, they can strengthen their competitive position, attract customers who value integrity and create lasting brand loyalty.
Recommendation
Professionals should prioritise developing and promoting traceability programmes for their high value lines. Start by assessing existing supply chain data and prepare easy-to-share product stories that sales teams can confidently communicate. This approach can help create stronger emotional connections and support premium positioning in the market.
