Among the benefits considered, consumers ranked authenticity as the most important reason to adopt a Digital Product Passport. Closely following were traceability, certifications, and detailed product information. Features such as warranties, gem reports, serial numbers, and sourcing transparency were seen as critical components that help buyers trust the jewellery they purchase.
(Source: PGI Digital Product Passport – Persuasion Shift)
Interpretation
Each element of the DPP contributes directly to reinforcing authenticity, which remains the foremost concern for high-value jewellery buyers. Consumers want concrete documentation, not just marketing claims.
Insight
Trust is built on verification. Buyers are not only receptive to transparency, they expect to see evidence—through certificates, warranties, and traceable data—that confirms the story behind their purchase.
Implication
The inclusion of these content features is not optional. For a DPP to succeed commercially, it must offer a practical toolkit that reassures customers and simplifies proof of value, origin, and legitimacy.
Opportunity
Use the DPP as a platform for bundled value. Present each feature—certificates, serial numbers, sourcing details—not in isolation, but as part of a comprehensive trust system tailored to premium jewellery.
Recommendation
Audit your DPP content strategy to ensure it includes all high-priority elements: warranties, certifications, laboratory reports, serial numbers, and origin data. Emphasise how each of these supports buyer confidence and satisfies their demand for authenticity.
