What Motivates People to Buy Jewelry? (Video)

Jewelry and Coffee with Rena

by Rena Klingenberg.

Have you noticed “purchasing triggers” that motivate people to go ahead and buy a piece of jewelry they’re considering?

Transcript of This Video:

What motivates a customer to buy a piece of handmade jewelry?

Here are four major purchasing triggers that I’ve noticed in working with my jewelry customers:

Fear of loss

A customer believes that if they don’t buy your unique necklace right now, someone else will beat them to it – and they’ll lose their opportunity to own and wear that beautiful piece.

This fear of missing out on something is one of the most powerful human motivators.

That’s why one-of-a-kind items often have an advantage over items produced as multiples.

So when you’re offering one-of-a-kinds or limited editions, make sure people know it.

Desire for gain

And what do they desire to gain?

Well, first of all, the piece of jewelry they’ve fallen in love with.

And second, their sense of style that they can enhance by wearing this piece of jewelry – what people will think about them when they’re wearing it; the admiring glances they’ll get; the comments they might receive.

All that sort of thing is very motivating to people.

When they see a piece of jewelry they like, they’re considering not only how it might enhance their looks – but also how it might enhance their life.

An interesting story

The interesting story can be something about the components – how you got them, or something else about them.

It can be the story of how you came up with the design for the piece.

Or how the pile of raw materials shaped themselves into the finished piece that the person has now fallen in love with.

There are a lot of interesting things you can tell people about the back-story of the piece of jewelry they’re considering, that would make it much more appealing to them.

It can make them feel like they really must buy it because it resonates with them so much.

The fascination of something new

People’s interest is sparked by something new.

That’s why clothing designers come out with new designs each season.

And why so many products in the grocery store have “New!” printed on their label (even when the products themselves aren’t much different from the “old” version).

New things are exciting, and most people believe that the “new” item will be superior to the “old” items.

Work toward always having something new to show your jewelry customers.

How have you motivated people to buy your jewelry?

I’d love to hear how you’ve motivated customers to go ahead and purchase your jewelry – if you’d like to leave a comment below.

I’m so glad you stopped by today to visit – I’ll see you soon! 🙂

The Jewelry Rena’s Wearing
in This Video:

Paua Shell and 14kgf Earrings by Rena Klingenberg

Paua Shell and 14kgf Earrings by Rena Klingenberg

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  1. This wasn’t jewelry, but a man we knew who had a brick/mortar antique shop would place a little handwritten card with each object; the note had a made up story about the item. For example, “Great Aunt Jane loved to drink from this rose flowered teacup.” Or perhaps, “Miss Ellen never left the house without checking her reflection in this mirror.” Or, “This is the silver tray Lydia kept on the foyer table for guests to leave their calling cards.” It was a great selling point.

    I wonder how this idea could translate into new jewelry sold over the internet? I try to say something to make each piece special… sometimes as much work for me as making the piece in the first place!

  2. Stories definitely work: talk about how simple copper wire from the hardware store can become this fantastical twisted and twirled and pounded on piece of wearable magic. Make them feel the hammer blows. Let them hold the mountain in their hands when you pile up raw chunks of impossibly deep blue lapis lazuli…

    Amazing me this past year is how my best sales of finished jewellery are now to people who come to the big bead shows. I show people how I’ve used the particular beads I sell, and that seems to inspire them to buy one or the other — and often both.

  3. I always talk about my journey and the process of making glass, how the light catches etc. I love the ideas brought forth thus far. Thank you so much.
    PS. The cup looks great with your shirt however I worried about you spilling the coffee.

  4. I had fantastic sales with lots of repeat customers when I had a brick and mortar shop. But now that I have only a website to sell my jewellery, I have very few sales. On my website I have a page dedicated to testimonials but that has been of little help. I also have a page for my jeweller on FB which has not been very successful. Does anybody have any suggestions?

  5. I often tell potential customers the story of how a particular piece came to be. I emphasize the work that went into it, the originality of the design and the durability of the item. If I feel that a particular item enhances something about their wardrobe or their personal features (eye color, hair, skin) I’ll mention that too.
    Of course I let them know that each piece is one of a kind and I prefer not to duplicate anything but I will make something similar for them if they wish.

  6. Hi Christa
    I went ahead and looked at your website and liked your fb page. You have some very nicely wrapped and beautiful cabs. I hope you don’t mind the suggestions but the website could use some more information regarding your lovely items. You do have a lot of merchandise there and it is difficult to appreciate the individual pieces so close together. Best of luck with your website and sales.

  7. Thank you Zoraida for your suggestion, it’s always good to hear someone else’s opinion. I will try and add some more info to my pages.

  8. My little shop is a custom fitted shop so I do not have any ready-made items – except for the couple of pairs of earrings I have posted. But the designs are there and I try to add a little story behind their creation. However I do have difficulty coming up with names of the pieces to catch the attention of potential buyers. Does anyone have any suggestions?

  9. Chessfairy says:

    Rena, as usual, your video was well thought-out and enjoyable. i LOVE your paua shell earrings. When i saw the picture of the earrings, i was afraid that the wirework in the front of the paua shell donuts might interfere with their look, but i think that the way they are suspended makes them dangle perfectly, and the wire is never obtrusive in your video. Beautiful artistry!

  10. Thank you so much, Chessfairy!

  11. Rena, no kidding, you are my inspiration. You reach people with your presentations and down-to-earth approach. I am able to have my best thoughts and worse nightmares answered in at least one of your articles! Many of your articles, ebooks simply inspire me to keep going. You remind me, in a positive way, why I love beading. Tyvm. CLJ.

  12. I often name my pieces. It sometimes involves making up a story about them. In one piece I incorporated an old skeleton key. I had a weathered-looking tag hanging from the necklace that said “Key to my Paris Apartment.” It was the first thing that sold at that show. Another time I took apart a bookmark that had a nice metallic Celtic knot. I made it the focal bead of a necklace and called it “Irish Smile”. A woman bought it for her granddaughter who was about to travel to Ireland for schooling. I like the stories that I hear, too!

  13. Pamela Dudrow says:

    When I first started selling my pieces at craft shows and bazaars I had a great validating experience that kept me on Cloud Nine for many weeks!

    I had a necklace of my Grammy Kitty’s that was too unstable to wear as it was so I decided to repurpose it. It had lovely cobalt glass beads which I added to a bird themed necklace. A woman approached me about the necklace and when I explained its origins she said, “Your jewelry speaks to me. I can’t explain it, but after hearing about its beginnings, this piece speaks to me!” I can not think of a nicer compliment than to have a customer tell me one of my designs touched her in a visceral way!

    Yes, I’m a believer of “The Story”!

  14. Love your stories and suggestions Rena. I keep on trying to stuff my head with all of this knowledge and put it to good use. Slowly but surely I am getting there!!

  15. Christie, that’s lovely to hear! You’re right, it’s a “slowly but surely” process – and all part of the fun and fulfilling journey! 🙂

  16. I love the stories, too. But the best ever selling tip from Rena was: stop selling.
    As I stopped being so anxious and trying to sell my pieces, I became more open to both the buyer and to myself. It brough on a candid and living connection between the customer, the piece and me. So I sold more…
    Thank you!

  17. Katarina, thanks for remembering that! 🙂 And it’s lovely to hear how creating a genuine connection made the difference for you!

  18. I have a website, I don’t make many one on one sales where I can gauge interest or see why people buy on my website, so I found this very helpful! Thank you!

  19. Excellent strategy suggestions. I bought a blouse last week because there was only one left in my size… Allegedly. I make one of a kind jewelry so it works for me.
    Bootsie Ellis

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