One of the most common missteps in jewellery sales is attempting to upsell by focusing purely on price or perceived prestige. Highlighting that a piece “costs more because it’s better” can alienate customers, especially those who are cautious or early in their buying journey. When the only justification for a more expensive item is its price tag, the conversation feels transactional and may provoke resistance rather than enthusiasm.
A More Effective Approach
Shift the upsell strategy from price to purpose. Connect the features of a higher-value piece to the customer’s underlying motivations—longevity, significance, daily wear, symbolism, or personal taste. Help them see how a slightly higher investment delivers more of what they care about. This approach positions the upsell as a thoughtful recommendation, not a sales tactic.
Putting It Into Practice
When a customer is drawn to a white gold bracelet but plans to wear it daily, you might say: “That’s a beautiful design. If you’re planning to wear it often, you might want to consider this platinum version. It’s naturally white and won’t need replating, so it stays beautiful with less maintenance over time.” This frames the upsell as a better fit, not a bigger spend.
The Impact on Engagement
Customers feel understood and advised rather than sold to. This builds trust and increases confidence in the purchase. It also shifts their mindset from short-term budget thinking to long-term value, making them more receptive to higher-quality choices.
The Professional Advantage
Professionals who upsell through purpose demonstrate expertise and empathy. They guide customers to smarter decisions while increasing transaction value. Over time, this builds a reputation for insight and sincerity, leading to greater customer satisfaction and loyalty.
The Big Picture
“Customers respond more positively to solutions that align with their goals than to status-driven messaging.” — Deloitte, ‘Elevating the Human Experience in Retail’
