Jewellery buyers report significantly higher levels of trust in products that come with a digital identity. The majority agree that a DPP which makes the origin and sustainability of a piece traceable would strengthen their trust.
(Source: PGI Digital Product Passport – Persuasion Shift)
Interpretation
Trust is enhanced when customers are shown evidence of responsible sourcing and manufacturing. DPPs provide this proof in a standardised, accessible format that can be referenced at any stage of the buying journey.
Insight
In luxury purchasing, peace of mind often carries as much weight as beauty or brand. A DPP gives buyers a sense of control and certainty, replacing guesswork with documented facts.
Implication
For high-value jewellery, especially platinum, trust-building tools like DPPs can reduce hesitation and accelerate decision-making. Buyers are more likely to move forward when potential doubts are addressed upfront.
Opportunity
Use the DPP as a trust anchor during sales interactions. Reference its traceability features to provide assurance and show transparency, particularly for new or first-time customers.
Recommendation
Equip your sales team with simple ways to introduce the DPP during consultations. Position it as a standard part of the premium service experience, not just a technical add-on.
