When asked why it’s important to invest time and money into creating a memorable package, Heather Riedel of Noelani Designs says, “We feel it helps to define who we are as a brand. If [the] packages [are] elegant, hopefully our customers will see us as that.” And, she’s right. According to the Dotcom’s 2015 eCommerce Packaging Study, Unwrapping the Customer Experience, nearly 40% of consumers feel that premium packaging is important for luxury goods (see: jewelry), and that same 40% said they’re more likely to recommend the product to a friend because of the branded packaging. That’s a lot of potential customers!

Choosing to incorporate your packaging into your brand not only helps foster current customer relationships, it’s a great way to extend the care you take in creating your jewelry into a more complete experience for your customers. While it’s natural to think first of the purchaser, it’s also important to keep in mind that jewelry is often given as a gift. Joan Clickner, of Formia Design, often hears how customers appreciate their boxes, as they make it easy for the gift-giver. “If it just came in a little baggie[,] they would have to provide their own anonymous box. This shows the recipient that their gift was purchased from a very special source.” Over time and with consistency, people will begin to recognize your brand as that “special source.”