Do jewellery brands bore you too?

This survey is being conducted as part of an MBA Integrative Applied Project at the University of Surrey. It is anonymous and should take no longer than five minutes to complete. Your responses will be used solely for academic research purposes and will not be shared with third parties. Participation is entirely voluntary, and you may withdraw at any time.

Tell me everything!

1. How often do you purchase jewellery for yourself?

Monthly

Every few months

Once or twice a year

Rare

2. Where do you most commonly discover new jewellery brands?

3. What is your typical budget for a jewellery piece you buy for yourself?

Under £50

Under £100

Under £200

£200 +

4. When you browse jewellery brands online, how often do you feel the brand has a distinctive personality or point of view?

Almost always

Sometimes

Rarely

Never

5. Think of the last jewellery brand you discovered online. How would you describe its visual and brand identity?

Very distinctive and memorable

Somewhat distinctive

Pretty similar to other brands

Generic and forgettable

6. Do you feel the majority of accessible jewellery brands tell a compelling story, or do they mostly just show the product?

Mostly just show the product

Some storytelling but feels surface-level

A few do it well

Most do it well

7. When browsing jewellery online, how important is the brand's visual world and aesthetic to your purchase decision, beyond the product itself?

Not at all important

Somewhat important

Very important

It's the primary that draws me in

8. Have you ever bought a piece of jewellery specifically because the brand's story, identity, or aesthetic resonated with you, even before you had decided you needed that product?

9. How appealing would you find a jewellery brand where each collection is built around a strong creative narrative and visual world, rather than just product photography?

Not appealing

Somewhat appealing

Very appealing

I would actively seek out

10. When you encounter original artwork or illustration used in a brand's visual identity, how does it affect your perception of the brand compared to standard product photography? (Select all that apply:

11. What would most motivate you to make a first purchase from a new jewellery brand you discovered online? (Select up to 2)

12. How important is it to you that a jewellery brand feels like it stands for something, or has a distinct cultural or creative identity?

Not important

Somewhat important

Very important

It significantly influences whether I buy

13. If a jewellery brand's content (social media posts, imagery, writing) regularly told stories of their products, how likely would you be to follow and engage with that content?

Very Unlikely

Unlikely

Likely

Very Likely