Jewelry Marketing 101 With all the discussion about branding, it’s worth considering how jewelry is marketed. A key question is: Who should make the investment in developing a brand? Is it the manufacturer – as is the case with virtually every other consumer product – or the retailer? What makes this industry unique is the nature of the products. There’s gem material, metal, design, labor, and facilities to produce and market the product. Determining the value of these components requires expertise. Consumers are ill-equipped to make these judgments. They can evaluate design and to some extent workmanship. But consumers can’t de- termine the karatage of gold, the purity of platinum or silver, or the value of gemstones. Even with a laboratory certificate, consumers don’t have the expertise or resources to judge what the product is and what it is worth. Imagine you’re a

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