The Value of Quality

Quality and value. They’re the new buzzwords of trend watchers who loudly proclaim consumers are finally sick of junk and want to buy things that last. Tell that to the woman who is visibly shaken by what a “quality” strand of matched 8mm white round cultured pearls costs these days. Explain that to the man who wants to buy his wife a fine ruby ring or a substantial diamond necklace or a gold watch, but didn’t come prepared to spend so much. True, some jewelers interviewed for this special report on quality and value say they don’t get many of those surprised customers because their stores have reputations for selling expensive things. People know what they’re getting into before walking into the store. But how do you deal with the consumers who do suffer sticker shock? Do you let them walk or are they educable and willing to spend once you’ve skillfully taught them why

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