Jewellery Trust Research — Help Us Understand

Getting to know you

What's your name?

This helps us remember your response.

Question 2 of 17

How do you identify?

Male Female Non-binary Prefer not to say

Question 3 of 17

Age bracket?

18–24 25–34 35–44 45–54 55+

Question 4 of 17

Have you bought jewellery in Nigeria in the last 12 months?

Yes No

Question 5 of 17

Where did you buy from most recently?

Instagram or other social media vendor Physical jeweller or market (Idumota, Sabo, Wuse, etc.) Online store (Jumia, Jiji, brand website) Custom goldsmith I know Bought abroad

Question 6 of 17

Roughly how much did you spend?

Under ₦10k ₦10k–50k ₦50k–150k ₦150k–500k ₦500k+

Question 7 of 17

What's the single most frustrating experience you've had buying jewellery in Nigeria?

Take your time — we want your real thoughts, not a quick answer.

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Minimum 20 characters. Your honest answer matters.

Question 8 of 17

Rank these by how much they bother you.

Doubts about gold/silver purity

Price transparency & hidden costs

Delivery time & logistics

Customer service after payment

Return/exchange policy

Product looking different from photo

Sizing accuracy

Packaging & presentation

Drag to reorder — most frustrating first.

Question 9 of 17

Have you ever felt scammed, misled, or ghosted after paying a jewellery vendor?

Yes No

Question 10 of 17

Tell us what happened.

Take your time — we want your real thoughts, not a quick answer.

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Question 11 of 17

What would make you trust a jewellery brand you've never bought from before?

Take your time — we want your real thoughts, not a quick answer.

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Minimum 20 characters.

Question 12 of 17

Name a Nigerian jewellery brand or vendor you trust, and why.

Take your time — we want your real thoughts, not a quick answer.

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Question 13 of 17

Can we use your responses anonymously in a published article or research?

Yes, feel free No, keep it private

Question 14 of 17

Where do you usually discover jewellery brands?

TikTok Instagram Twitter/X Word of mouth Physical market/shop Google search

Question 15 of 17

Do you check reviews or testimonials before buying jewellery online?

Always Sometimes Rarely Never

Question 16 of 17

How important is a certificate of authenticity when buying gold?

Critical — I won't buy without it Very important Somewhat important Not important I trust the seller more than paper I don't buy gold

Question 17 of 17

Anything else we should know?

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We've got your core insights. Ready to dig deeper?

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Final stretch — just 4 quick questions left.

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You've completed the research

Your honest insights will shape how brands build trust. Thank you.

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