AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
Brought to you by
Build a Sparkling Reputation with Consumer Loyalty
Customer loyalty is essential for building a successful business. Every business owner wants loyal customers, but how do you encourage loyalty?
Brought To You By Synchrony
Customer loyalty is essential for building a successful business. Every business owner wants loyal customers, but how do you encourage loyalty?
Synchrony, a leading provider of retail credit programs for businesses nationwide, examined the topic in its 2019 Loyalty Study. They conducted an online survey of 1,500 consumers with questions designed to probe the psychology, motivations and emotions of shoppers. Responses were weighted to U.S. demographic factors such as income, education, geography and ethnicity.
“Business owners tend to think consumers base their purchase decisions on logic alone,” said Katie Hughes, Vice President of Loyalty Strategy, Synchrony. “But consumers are not always motivated only by logical factors like price, value and selection. There are emotional factors, too, and our study revealed their impact on sales and loyalty.”
Forty-three percent of those surveyed identified trust as the primary driver of brand loyalty. For this survey, “trust” was defined as a consistent experience, honesty, transparency and reliability.
For retailers, the consumers’ focus on trust raises important questions. Can your customers trust your brand to be consistently excellent? Can you be counted on to stand behind your product or service? Will you do the right thing as a corporate citizen? Are you trustworthy in your business practices?
If you can answer “yes” to those questions and demonstrate them with your actions, then you begin to earn consumer trust and the loyalty that often goes with it. Failure to fulfill those ideals will diminish the trust factor and reduce customer loyalty.
Trust is not quickly earned, but it can be lost with a single bad experience or attitude. If your sales experience is inconsistent or customers get a hint of dishonesty, any trust you have built can evaporate almost instantly. Creating trust with consumers requires a commitment to values that begins at the top of your organization and extends to every employee.
Beyond trust, the next most important factors in customer loyalty are simplicity and convenience. Simplicity and convenience are defined as “a seamless shopping experience,” a simple and intuitive layout of the physical store and website, and “frictionless” checkout and product delivery. Convenient financing programs would be part of a frictionless purchasing process.
“The results of our survey reveal that consumers may be driven by either right-brain or left-brain thinking,” stated Hughes. “The left lobe of our brain tends to focus on analytical and methodical thinking; the practical issues like
price and value. The emotional aspects of our behavior are typically centered in the right lobe. Both sides are involved in decision making, but which aspect dictates loyalty, whether the practical or the emotional, depends on the personality of the shopper.”
For left-brain consumers, price, value and selection are huge motivating factors. Right-brain shoppers want to be loyal to a brand if the loyalty is deserved and demonstrated by action over time. So, can both approaches to loyalty be satisfied?
How important is trust in the consumer’s mind? The survey indicated that 50 percent of shoppers would change stores if they lost trust in the brand.
Other loyalty drivers included shared values (7%), recognition/belonging/enjoyment (tied at 6 percent each), inspiration/excitement (tied at 5%) and prestige (3%).
For left-brain consumers, price, value and selection are huge motivating factors. Right-brain shoppers want to be loyal to a brand if the loyalty is deserved and demonstrated by action over time. So, can both approaches to loyalty be satisfied?
“Absolutely,” said Hughes. “There are many examples of retailers or service providers who offer great value and convenience but also win trust by developing a strong, consistent brand image with their integrity, social involvement and personal service. These are the businesses that win over the long term because they have loyal customers.”
How important is trust in the consumer’s mind? The survey indicated that 50 percent of shoppers would change stores if they lost trust in the brand.
Other loyalty drivers included shared values (7%), recognition/belonging/enjoyment (tied at 6 percent each), inspiration/excitement (tied at 5%) and prestige (3%).
The Synchrony Emotion-Based Study was conducted from November 2018 through February 2019.
About Synchrony
Synchrony (NYSE: SYF) is a premier consumer financial services company. We deliver a wide range of specialized financing programs, as well as innovative consumer banking products, across key industries including digital, retail, home, auto, travel, health and pet. Synchrony enables our partners to grow sales and loyalty with consumers. We are one of the largest issuers of private label credit cards in the United States; we also offer co-branded products, installment loans and consumer financing products for small- and medium-sized businesses, and healthcare providers.
Synchrony is changing what’s possible through our digital capabilities, deep industry expertise, actionable data insights, frictionless customer experience and customized financing solutions.
More on Independents
The Latest
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
EditorsJun 22, 2026
15 Pieces of Jewelry That Brought Us Joy in Vegas Whether they evoked nostalgia, wonder, or laughter, these jewels put a smile on our faces.
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
WatchesJun 22, 2026
Snoopy Inspires New ‘Flying Ace’ Ball WatchThe beloved beagle dons his aviator outfit for the new Engineer Master II Snoopy Flying Ace timepiece.
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
