Why “Buy Now, Pay Later” Means It’s Time to Invest in Your Jewellery Photography And Brand Development
- Auguste
- Sep 30
- 4 min read
By Chocianaite Creative Agency — Europe’s leading creative agency for jewellery photography and business growth
4 min read
Jewellery has always been emotional. A sparkly ring or a delicate pair of earrings represents love, memory, and style. But today’s customer isn’t just guided by sentiment. They’re guided by flexibility.
The other day I encountered a bunch of extremely interesting findings related to BNPL (buy now pay later) related consumer behaviour from Novuna Consumer Finance:
Men outspend women substantially when finance is involved: average spend rises from £1,854 upfront to £4,723 with finance (+155%) for men buying for themselves, compared with £762 to £1,481 for women (+94%).
When buying gifts, the uplift is just as striking: £2,187 to £4,970 for men (+127%) and £601 to £1,502 for women (+150%).
Average Order Value (AOV) overall increases by +138% for personal purchases and +133% for gifts when customers use monthly instalments.
The biggest gains are among 35–44 year olds, with spend rising +151% for personal purchases and +160% for gifts. In contrast, over-55s show the smallest uplift (+62% for gifts).
What does this mean? Jewellery customers aren’t just spending more — they’re spending smarter. And they’re demanding brand experiences that justify spreading their payments across months.
According to Professional Jeweller, shoppers are increasingly turning to Buy Now, Pay Later (BNPL) and other instalment options when purchasing jewellery. Finance has become one of the most effective conversion tools in retail, enabling higher-value purchases and reducing checkout abandonment.
For brands, this signals a fundamental shift: if customers are ready to invest in jewellery when given accessible finance options, then jewellery businesses must also be ready to invest in their own brand growth.
What BNPL Means for Jewellery Brands
1. Bigger baskets, higher expectations (queue brand identity, jewellery photography, USPs, and influencer integrations)
Shoppers who can spread payments are more willing to upgrade to fine jewellery or add complementary pieces. This raises average order value (AOV) — but it also raises expectations. Customers financing a £1,000 necklace expect an emotional visual journey, storytelling, lifestyle, and an overall brand experience that feel worth the investment. Let's face it - there are A LOT of jewellery brands to buy a pretty necklace from in this day and age.
How Chocianaite Creative Agency can help you meet your clients' expectations?
Premium jewellery photography and videography that communicates trust and authenticity. All of our jewellery model photoshoots and campaigns inspire deep emotional connection between a jewellery brand and a buyer, so financed purchases don't simply feel like a bargain anymore. They feel like a subscription to an exclusive brand's world that only select few can enter.
2. Finance Requires Trust
BNPL only works if buyers believe in the brand behind the transaction. A weak jewellery brand identity or generic visuals won’t build the confidence needed for someone to enter a 12-month payment plan.
How Chocianaite Creative Agency can help you build your jewellery brand's trust online?
Jewellery brand identity development that positions your label as credible, authentic, and desirable.
Jewellery Shopify store and social media audits that highlight where trust signals (social proof, UX, imagery) can be improved.
1:1 jewellery business growth and development consultations that make finance offers clear, transparent, and on-brand.
3. Competitive Advantage in a Crowded Jewellery Market
According to the Grand View Research, the US jewellery market was worth USD 73.32 billion in 2023 and is projected to grow at 4.1%. The UK market is also on the rise. With so many new entrants, standing out requires more than having BNPL at checkout — it requires a differentiated brand story.
How Chocianaite Creative Agency can help you stand out in an over-saturated jewellery market?
Growth marketing strategies across Instagram, Pinterest, UGC networks, and paid ads to reach new audiences.
Data-driven insights to track how BNPL impacts sales funnels and long-term loyalty.
4. From Transaction to Transformation
Finance isn’t just about making a single sale easier. It’s about building customer relationships that last. A customer who finances her engagement ring today might finance anniversary pieces, push gifts, or milestone jewellery tomorrow.
How Chocianaite Creative Agency can help you create an unforgettable buyer's journey?
Designing customer journeys that nurture financed buyers into lifelong brand advocates.
Creating email marketing flows for jewellery businesses that reassure, educate, and re-engage customers throughout their finance lifecycle.
Building visual consistency across all jewellery business touch points, ensuring financed purchases feel part of an elevated, seamless brand experience.
5. Average Order Value (AOV) Uplift = Brand Growth Potential
With AOV rising by up to 160% thanks to BNPL, brands have an opportunity to reinvest this growth into scaling. But higher baskets only stick if supported by strong branding and retention systems.
How Chocianaite Creative Agency can help you uplift your jewellery brand?
Retention-focused email flows that keep financed buyers engaged across months.
Performance marketing systems for jewellery brands that track which finance-driven campaigns deliver ROI.
Community-building strategies for jewellery businesses that turn one-time financed buyers into loyal brand advocates.
Buy Now, Pay Later is more than a payment trend. It’s a signal that jewellery buyers want more — more beauty, more confidence, more connection. If they’re ready to invest, your brand must be ready to rise to the occasion.
Now is the moment to invest in your brand growth. And at Chocianaite Creative Agency, we’re here to lead you exactly there. Let's connect at hello@chocianaite.com and talk about finally developing the jewellery business of your dreams. Auguste, founder of Chocianaite Creative Agency
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