China is the largest jewelry consumer in the world, accounting for about 70% of the global market. This study focuses on customers who use custom jewelry services from local jewelry companies in Shanghai. It uses the Kano model to classify customer expectations at different stages of the service process. The research mainly used a quantitative questionnaire and collected 386 valid responses. The results show that customer satisfaction is mainly influenced by the consultation, design, delivery, and after-sales stages. Among these, communication efficiency, service transparency, and customer involvement in the design process are the key factors that affect satisfaction. Based on these findings, the study provides specific service improvement suggestions aimed at small and medium-sized jewelry companies. These recommendations can help businesses better meet customer needs and improve service quality. Furthermore, this study deepens the understanding and application of customer satisfaction theory in the field of custom jewelry. It offers useful insights for both researchers and practitioners in the jewelry industry.