Jewellery buyers across markets report being willing to pay more for jewellery with a Digital Product Passport. Most say they would choose the DPP-enhanced version when comparing visually identical pieces.
(Source: PGI Digital Product Passport – Persuasion Shift)
Interpretation
DPPs influence purchase decisions even in scenarios where product appearance is constant. Buyers are willing to reward transparency with higher spend.
Insight
The perceived assurance that comes with a DPP holds real monetary value for consumers. It adds a sense of investment protection and emotional security to the purchase.
Implication
Retailers who adopt DPPs early can build pricing resilience into their premium ranges. As the DPP becomes a recognised quality marker, it enables margin expansion without needing to alter product design.
Opportunity
Use the willingness-to-pay insight to adjust pricing tiers and build promotional messaging around the added value of transparency. Frame DPPs as part of a luxury upgrade, not an optional extra.
Recommendation
Introduce small price premiums on platinum pieces that feature a DPP. Monitor customer feedback and sales data to determine where and how to scale across collections.
