The master's thesis investigates customer satisfaction in the context of jewelry purchasing. The research was conducted with 102 participants in September 2023. The main aim of the research was to analyze various factors influencing customer satisfaction during jewelry shopping. To this end, the study explored five key factors: the physical store environment, the in-store atmosphere, the role of sales staff, product variety, and pricing. The research results essentially confirmed expectations, emphasizing the importance of all the mentioned factors for customer satisfaction. The physical store environment plays a crucial role as it provides customers with their initial impression, creating a sense of comfort and trust. The in-store atmosphere is also significant, as it can influence customers' emotional connection with the brand. The service provided by sales staff is an important factor, as knowledgeable, courteous, and helpful staff can significantly enhance the shopping experience. Product variety also proved to be critical, as customers appreciate having choices. Finally, pricing remains a significant factor, but the results suggest that customers sometimes are not satisfied with how prices are displayed. These findings have practical implications for jewelry store owners, emphasizing the importance of investing in creating an attractive physical environment, trained staff, and a diverse product offering, while carefully managing pricing. By improving these factors, owners can enhance customer satisfaction, potentially leading to customer loyalty and long-term success.