Features and Benefits

To sell jewelry, you must know its features and be able to explain their importance to your customer. A feature is a characteristic or part of the jewelry. What that feature does for the customer is called its benefit. A benefit can be aesthetic, psychological, or practical. Each feature has at least one benefit.

Features can also work together to create a combination of benefits. For example, most people know that jewelry-quality diamonds are rare. They’re also so hard that they can be scratched only by other diamonds. They also have their own unique, sparkling interaction with light. These are some of diamonds’ features.

Diamond rarity’s corresponding benefit is shared by other luxury products: It contributes to the gem’s financial value, which offers diamond wearers prestige and status. Diamond’s hardness-related benefit is durability, which allows diamonds to retain their beauty and value over time. Sparkle catches the eye and makes diamonds aesthetically appealing.