Everyone’s Branding Diamonds!

Branding, when it?s successful, evokes immediate recognition and positive emotional responses. Names, slogans, images, and celebrities are used to imprint the brander?s message on consumers? neural circuits, where it can be plucked back to consciousness by the next sight or sound of the name, slogan, image, or celebrity. Jewelers can brand their store name or their own line of jewelry, and they can sell branded products, including branded diamonds. Selling a ?Hearts and Arrows? diamond or a ?Millennium? diamond is likely to be more profitable than selling a ?round diamond.? So far, diamond branding has been primarily a wholesaler-to-retailer phenomenon. Wholesalers market brands to retailers hoping they?ll persuade consumers that the brand is worth more money. But branding can?t be deemed successful until a customer walks into a store and says, ?I want an XYZ diamond.? By that standa

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