Leading with price can unintentionally reduce a product to a transaction. When customers hear the cost too early, they miss the meaning behind the piece and disengage emotionally.
A More Effective Approach
Begin by introducing the story, the craftsmanship, or the inspiration behind the piece. Platinum’s unique properties and enduring symbolism offer a compelling narrative that can set the stage.
Putting It Into Practice
Rather than saying, “This ring is $3,000,” start with, “This design was inspired by the idea of enduring commitment—just like the strength of platinum.” Then bring in the price once the value is established.
The Impact on Engagement
Customers who connect with a story are more open, more emotionally involved, and more likely to view the piece as a meaningful investment. This leads to stronger conversion, higher average spend, and greater customer satisfaction.
The Professional Advantage
Retailers who consistently frame jewellery through meaning rather than margin build stronger trust and create more memorable experiences. This positions them as advisors rather than salespeople and deepens long-term client relationships.
The Big Picture
“Customers who understand the inspiration and materials behind a product are willing to pay up to 20% more on average.”
Harvard Business Review, “The New Science of Customer Emotions,” Nov 2015
