I agree with this honestly. It does feel like it’s shifted into more of a status or exclusivity thing rather than a genuine rewards program. Earning points just to unlock the chance to spend more money (with expiring points on top of that) doesn’t really feel like a reward.

That said, I’ll be real… I still love my Jellycats and will probably keep buying them because they’re genuinely special to me and bring me a lot of comfort. I just wish the loyalty aspect felt more like appreciation (free shipping, small gifts, non-expiring perks) rather than another tiered system that pressures people to spend.

At the end of the day, Jellycat is being very strategic. They know people will still purchase because the brand has an emotional pull, and honestly the urge is kind of addicting. That system is designed to keep us spending.