The decision to buy luxury—especially luxury jewelry—is rarely straightforward; the complex motivations behind these purchases are often emotional and unconscious. This session examines the psychological forces that shape desire and cause hesitation. Attendees will gain a better understanding of the decision-making process, including why clients often struggle to articulate their needs.

Understanding luxury buying behavior is both a science and an art. Learn from the experience of talented sales professionals, who understand the subtle psychological cues and effective behavioral nudges that ethically unlock resistance and positively influence client buying behavior.

About Peter Smith

Peter Smith is an industry veteran with more than four decades of leading change in the jewelry business. He is a former president of Hearts On Fire and Memoire and a principal partner of The Retail Smiths, a consultancy helping jewelry retailers and vendors, from $4m to $100m, to grow their business.

Smith teaches Sales Masterclasses for retailers, and he is the author of four books, Essentially Human, Hiring Squirrels, Sell Something, and The Sales Minute. He is also a columnist for National Jeweler, The Jewelry Book, INSTORE and State of the Majors, where he writes about branding, leadership, hiring, culture, talent development, and retail.

Smith has been recognized by RETHINK Retail as a Top Retail Expert for 2026.