Jewellery journey map: the 13 touchpoints where after-sales loses the client

In jewellery, the sale is only the start of the relationship. Repair, servicing, resizing, warranty: the customer comes back, often, and for a piece they care about. Yet the luxury market lost 20 million active customers in 2025 alone.¹

This map lays out the thirteen steps of the after-sales journey, the real tension at each stage, and the questions to ask before losing a customer you have already won.

You'll find:

• Where the costliest friction concentrates across the 13 touchpoints,
• Why 32% of customers would walk away from a brand they love after one bad experience,²
• What the advisor needs before the customer walks through the door,
• The post-visit steps that turn a repair into the next sale.

Download the map and pinpoint the steps where better orchestration changes the outcome.

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¹ Bain & Company / Altagamma (2025) - ² PwC (2018)