Why a new jewellery line wasn't landing
A new jewellery line wasn't selling. 130+ people told me why.
buyers, non-buyers and consultants
of non-buyers doubted trust, not price
fixes shipped, plus a new positioning
A new jewellery line, natural diamonds set in silver and 9KT gold, was launched and uptake lagged.
Was it price, product or perception? The team needed the real barrier.
Lead researcher on a 130+ person study of buyers, non-buyers and store consultants, online and in store.
The barrier was trust and recall, not price. Quality and naming fixes shipped, and I recommended repositioning the line.
New lines, slow uptake
The brand launched new lines of natural diamonds set in silver and 9KT gold. They were pitched as everyday wear.
Uptake lagged. Buyers worried about tarnish, plating wear and fragility, and many non-buyers had never heard of the category.
A five-part framework, so every finding had an owner
To hear the reasons in customers' own words: online and store buyers, and non-buyers.
To size how common each barrier was, beyond a handful of quotes.
Awareness and perception, discovery and navigation, category positioning, decision making and value communication, so each finding mapped to a lever the team could pull.
To organise 130+ conversations across segments into one comparable view.
Capture, map, synthesise
Trust and recall, not price
Shipped: vendor fixes for product quality, and clearer, more consistent naming so the line is easier to find. I recommended reframing the line as a fashion upgrade built around gifting and trust. Non-buyers judged it like gold, as an asset with resale value, and on that test it can't win.
Have a funnel that leaks?
Open to remote and hybrid roles, and contract projects.