Flowering plants typically use floral rewards to attract animal pollinators. Unlike nectar, pollen rewards are usually visible and may thus function as a signal that influences landing decisions by pollen-seeking insects.Here we artificially manipulate the presence of both pollen and staminal hairs (a putative false signal of pollen reward availability) in the hermaphroditic lily Bulbine abyssinica (Xanthorrhoeaceae) to investigate their effects on bee visitation and fecundity, and also test for trade-offs between pollen production and seed production. Honeybees, the primary floral visitors, are probably not able to distinguish between colours of petals, staminal hairs and pollen of B. abyssinica, according to analysis of reflectance spectra in a bee vision model. Flowers with both pollen and hairs removed had the lowest levels of bee visitation, seed set and seed abortions. Flowers containing hairs had an ∼50% increase in visitation rate and seed set compared with emasculated flowers, while intact controls had the highest seed abortion rate. Ovule discounting in intact flowers is probably due to ovarian self-incompatibility (or strong early inbreeding depression) as ovules penetrated by tubes from self-pollen uniformly failed to develop into seeds. These results show that staminal hairs can enhance plant fecundity by increasing attraction of pollen-seeking insects to flowers without increasing the risk of ovule discounting through pollinator-mediated self-pollination.