Getting a Fair Share of Luxury Spending

Every purchase of a $900 flat screen TV and $2,500 designer handbag raises the question, “Why wasn't that a jewelry purchase?” Perhaps we need more aggressive marketing programs, exploring new niche target markets via small-scale tests, like baby-boomer bridal remounts, push gifts, or same-sex commitment jewelry. What customers say is not always what they do; hence many spend far more than they said they would for a house, a car, or a vacation. Platinum Guild International's nationwide and ongoing mystery shopping program shows customers too often aren't buying their first choice in platinum engagement rings and wedding bands—but not because they're not prepared to pay for it. The reasons are the in-store selection is too limited, or they were shown a cheaper alternative first, trading down to a lower ticket sale, not what they wanted. A simple e-mail to an engagement ring cu

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