Consumer Survey by The Plumb Club Gives Insight Into Elements That Influence a Purchase

The customer journey — from first learning about a product or brand to ultimately making a purchase — is traditionally described as the “Purchase Funnel.” Like a kitchen funnel, it is widest at the top, representing the awareness stage, where a consumer is first exposed to a brand or product. As the journey progresses, the funnel narrows, shaped by various triggers, decision-making factors, and the perceived relevance of the brand to the customer. This relevance is influenced by how well the brand aligns with the consumer’s values, preferences, and self-image. The stages that follow that initial awareness typically include interest, then desire, and finally action — culminating in a purchase decision.

In a revealing survey initiated by The Plumb Club, surveying over 2,000 jewelry consumers, numerous elements on what influences a purchase were uncovered. The report is titled “The Plumb Club Industry and Market Insights 2025” and is part of the Club’s ongoing commitment to helping retailers understand and leverage market shifts.

The survey shows that consumers are influenced by advertising. In an earlier story on this research, 77% of consumers who made purchases through social media attributed their decision to an ad they had seen. The type of advertisement also plays a significant role. According to the data, 61% of consumers say they are most impacted by product-focused ads without a model, while 25% prefer ads featuring relatable models. Only 14% report being most influenced by ads showcasing high-fashion models. These findings are consistent with the study’s previous results from 2023.

When it comes to determining a retailer to choose for a purchase, there are also several elements that influence the consumer. When asked about retailers and the importance of their online presence, 60% of consumers agree that a retailer’s online presence being current and updated is either important or very important to them. Further, it is essential a retailer show diversity and inclusivity online and in their advertising. 58% of consumers say that this is either important or very important to them, an increase of 3% over the 2023 study. And finally, once in store, 82% of consumers say it is either important or very important that the salesperson has credentials, certificates or education about the product, an increase of 4% over previous findings.

Some of the other elements that are important in choosing a retailer were highlighted in the survey. When asked to rank in order of importance, 26% say that a retailer should offer products that are made in the USA, 25% say a retailer must know or verify the origin of where their products are made and, 13% say the retailer should have a commitment to sustainability or eco-friendliness.

The Plumb Club, an association of over 50 best-in-class suppliers to the jewelry and watch industry, continues in its mission to educate the jewelry industry. Staying in tune with consumer insights is a key building block for the success of every retail business. Responding to those shifts and meeting the evolving desires of the customer is the foundation on which to build a solid reputation of customer satisfaction and loyalty. The Plumb Club is pleased to provide these insights to help retailers do just that!

The insights shared here are part of a multi-faceted research study initiated by The Plumb Club with the assistance of Paola DeLuca, The Futurist, and Qualtrics, a world-renowned survey and analytics firm. The study was conducted with a sampling of over 2,000 men and women from the ages of 25 – 60 with a balanced demographic and psychographic mix across the US with the goal of understanding how individuals engage with jewelry. Respondents had all attended some college or higher and had a combined household income of at least $75K/year. Additional information from this expansive research will be shared over the next several weeks. Any retailer wishing more information on The Plumb Club Industry and Market Insights 2025 report should contact their Plumb Club Member vendors or drop by The Plumb Club Pavilion at JCK Las Vegas to visit a member. A full listing of Members can be found here.

Additionally, the research document will be shared in its entirety during the 2025 JCK Las Vegas Show with a presentation on Saturday, June 7 at 12 noon PDT on the Showcase Stage.