In a rapidly evolving retail landscape where customer experience is king, fine jewellery brands in India are being challenged to rethink the buyer journey—not just in glitz and glamour, but through measurable, meaningful service design. KPMG in India’s newly released India CX Report 2025: Fine Jewellery delves deep into how today’s jewellery consumers are navigating their purchase experience—and how brands can retain, delight, and win them over.

This year’s edition of the report, part of the broader Mastering Intentional Experiences series, dissects the fine jewellery customer journey across three key stages—pre-purchase, purchase, and post-purchase—to identify what truly shapes buyer satisfaction and loyalty.

Pre-Purchase: Winning Begins Before the First Step Inside

The pre-purchase phase is the most crucial touchpoint, with 47% of respondents citing it as the most influential in shaping their brand experience. What matters most?

• Ease of locating stores or browsing platforms
• Convenience of trying jewellery—virtually or in-person
• A well-designed omnichannel interface that supports smart search and intuitive product pairing

Shoppers repeatedly mentioned how they’re drawn to stores with diverse design selections and websites with intuitive filters by price, metal, and type. As one respondent shared: “Even an 18-year-old can navigate the app by herself.”

Purchase: Where Trust and Flexibility Seal the Deal

The purchase stage follows closely, with 45% of consumers considering it critical to brand perception. High-performing brands delivered on:

• Smooth checkout experiences
• Transparent pricing and return/refund policies
• In-store vs online parity in discounts and EMI options

Importantly, customisation emerged as a major differentiator. “It makes me feel valued when a brand is willing to create a new product just for me,” said one buyer. Financing flexibility also carried weight, especially in a market where large-ticket purchases still carry emotional and financial significance.

Post-Purchase: Less Impactful, Yet Still a Brand Builder

Only 8% of customers viewed the post-purchase phase as decisive, but brands shouldn’t underestimate its influence. Top marks went to:

• Effortless return and exchange processes
• Thoughtful packaging and feedback mechanisms
• Personalised offers and loyalty programmes

Respondents particularly noted the premium feel of high-end packaging and the professionalism of trained customer service staff—areas where smaller and larger brands performed evenly.

What Drives Loyalty?

The report introduces a compelling segmentation of fine jewellery buyers:

• Ambassadors: Loyal and vocal advocates
• Switchers: Always browsing for better options
• Critics: Ready to spread negative feedback if disappointed
• Dependents: Stick to a brand due to lack of alternatives

Retailers aiming to boost retention must focus on empathy and expectation management, which rank as the top pillars of customer experience. Meanwhile, integrity and resolution—particularly in areas like refund handling and transparency in sourcing—show room for growth.

Tech, Trust, and Trials: Three Levers to Premium Pricing

When asked what makes them willing to pay a premium, buyers overwhelmingly pointed to:

• Unique designs and seamless omnichannel experiences
• Clear brand communication and trustworthiness
• Consistent quality and visible brand presence

A significant 27% of consumers said they’re more willing to spend when buying from a trusted brand, particularly one transparent about its sourcing, pricing, and return policies. Tech-savvy brands using AR for virtual try-ons and blockchain for authenticity verification are already raising the bar.

For the Trade: Key Takeaways

• Invest in tech-enabled shopping journeys, especially in pre-purchase product discovery
• Strengthen customisation services and communicate them clearly
• Standardise pricing and offers across platforms
• Build transparent sourcing and integrity into the brand DNA
• Enhance loyalty programmes focused on smaller, more frequent purchases

With customisation, digital fluency, and empathetic service now central to premium jewellery retail, the lines between craftsmanship and customer-centricity are blurring—and winning brands will be those that embrace this shift fully.