How Secret View helps My Jewellery strengthen the customer experience in 40+ boutiques

From webshop to international jewellery and fashion brand

From jewellery webshop to leading fashion brand: My Jewellery grew at lightning speed. With that growth came a new challenge: how do you ensure that the experience in every store is just as strong and consistent?

My Jewellery stands out thanks to its unique character, passion and confident appearance. The brand knows how to combine fashion and e-commerce in an original way, enabling it to continually create trendy and affordable collections. To measure how that unique brand experience comes to life every day in the boutiques, My Jewellery chose Secret View.

Why My Jewellery chooses customer experience research

My Jewellery is now a well-known name with a strong brand identity. But how does that identity come to life in the boutiques? Through monthly mystery visits, the brand now learns how the in-store experience is perceived at every touchpoint on the shop floor. Previously, My Jewellery researched this internally, but to obtain a more complete and objective view, they are now taking the next step with Secret View.

With independent mystery visits, they gain insight into:

• How their brand experience is perceived on the shop floor
• Where opportunities lie to further strengthen that experience
• What training employees need in order to excel

During a mystery visit, our shoppers go through the entire customer journey: from entering the store, to showing interest in a piece of jewellery, trying on clothing in the fitting room, and ultimately the purchase and the farewell. These visits provide valuable insights into every part of the customer journey.

Megan Heurter, Retail Manager My Jewellery:
“Now that we have grown so rapidly, it’s more important than ever that our brand experience feels the same everywhere: in Paris just as much as in Den Bosch. We look forward to gaining insight into the common thread within our customer experience through the monthly visits and the dashboard from Secret View, so we can continuously strengthen our boutiques in an even more targeted way.”

Growing with insight into customer experiences

At Secret View, we help organizations grow by learning from real customer experiences. Not with a focus on control, but on development and growth. Our approach helps retail brands like My Jewellery to:

• Measure how strategy is executed on the shop floor
• Safeguard quality, even when management is not present
• Map out training needs of employees
• Increase conversion through insights into customer approach
• Gather concrete tools for coaching conversations

What makes Secret View unique?

Unlike traditional mystery shopping research, Secret View works with real consumers from your target audience. They visit your store, make a purchase with store credit, and share their experiences, which are displayed in the online dashboard.

The result? Fast, realistic insights that are directly applicable, visible in an interactive dashboard with AI-generated summaries and improvement points.

Want to build a strong customer experience in your stores?

Whether you are a fashion retailer, active in hospitality, or another retail sector: Secret View helps you measure, understand and improve the customer and guest experience. Discover what Secret View can mean for your brand and contact us. We’re happy to think along with you about how mystery shopping research can help your organization move forward.

Want to visit My Jewellery yourself as a mystery shopper?

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