Do consumers trust you?

April 29, 2008

New York—A new Web site launched by the Diamond Promotion Service (DPS) intends to help shore-up consumer confidence in retail jewelers.

The microsite, available at DPS.org/promotingyourreputation, is part of the overall DPS Web site, and includes information on responsible sourcing, training, leveraging reputation to grow business and how to publicize ethical policies.

The site also provides downloadable reference materials that help educate jewelry store staff on consumer confidence issues to help build reputation, trust and customer loyalty.

While most diamond jewelers believe they have their customers' trust, a new DPS survey shows otherwise.

According to DPS research, only 5 percent of U.S. consumers trust diamond jewelry retailers "a lot," while 52 percent trust jewelers "somewhat" and 43 percent "mistrust" retail jewelers.

Of those 43 percent, 11 percent mistrust jewelers "a lot," according to the DPS.