Should you give discounts on jewelry? Tips to boost sales without devaluing your brand

In the highly competitive world of jewelry, the question of discounts often comes up: should you give discounts to sell more… or on the contrary, avoid lowering your prices so as not to harm the perceived value of your jewelry?

At Chérie Chérie Bijoux, we support jewelry sales professionals (physical boutiques, concept stores, e-shops) by supplying them with trendy stainless steel jewelry at very competitive prices. In this article, we help you adopt an intelligent promotional strategy that boosts your sales without damaging your brand image.

Why offer discounts on jewelry?

When well thought out, discounts are a powerful marketing lever for :

• Attract new price-sensitive customers,
• Trigger impulse purchases during one-off events,
• Clear out old collections to make room for new ones,
• Reward loyal customers and encourage them to recommend your store.

Caution: too-frequent discounts can trivialize your offer and lead to your customers systematically waiting for promotions. This is detrimental to the perception of quality and profitability.

What discounts can you offer?

Effective strategies

1. Welcome discount

A classic that always works: offer 10% off your first order. This removes the disincentive to buy, and converts the curious into customers.

2. Seasonal or event-based promotions

Black Friday, end-of-year celebrations, Valentine’s Day, Mother’s Day… These are key times to offer limited-edition products. This creates urgency and stimulates sales.

3. Average basket discounts

Example: “-15% from €100 purchase”. This technique increases the average order value while maintaining your premium positioning.

4. Bundled offers

Offer “3 jewels for the price of 2” packages or low-cost gift sets to sell off unsold or slow-moving items.

5. Loyalty rewards

Points program, discounts on the 5ᵉ order, birthday offers… Simple gestures that encourage customers to come back.

6. Sponsorship

Offering a benefit to both the sponsor and the sponsored child is an excellent way to develop your customer base by word-of-mouth.

How do I set the right discount amount?

• Percentage or fixed amount?
  • A percentage (-10%, -20%) is perceived as having a greater impact on medium- and high-priced products.
  • A fixed amount (-5 €) works well for small prices (e.g. jewelry at 15-25 €).
• Watch your margins:
  Never offer a discount that would cause you to sell at a loss. Systematically calculate your purchase cost, your expenses and your break-even point.

As a Chérie Chérie Bijoux retailer, you already benefit from ultra-competitive VAT-free prices, enabling you to apply a discount while retaining a comfortable margin.

Mistakes to avoid

• Too many promotions: you devalue your brand.
• Lack of clarity: always specify conditions (dates, thresholds, exclusions, etc.).
• Forget to measure results: track your conversion rates, average baskets and margins.

Intelligent alternatives to direct delivery

To boost your sales without lowering your prices, try these options too:

• Free delivery over a certain amount,
• Free premium packaging (e.g. gift bag, personalized box),
• Surprise gift for orders over a certain amount,
• Exclusive service: personalization, engraving, message gift cards…

These attentions reinforce your perceived value, without affecting your profitability.

Conclusion: a well-thought-out discount can boost your sales

Discounts, if strategic, can boost your online jewelry sales without damaging your image. The key is to control their frequency, segment your clientele, and preserve the value of your creations.

In a nutshell:

The best discount is one that creates value, stimulates purchases and reinforces loyalty, not one that forces you to slash your prices. A well-thought-out discount is a boost for your boutique… but the best value remains that of your jewelry and your expertise!