The Way to Sell Luxury Jewelry? Make It Special



Chastened by the still-wobbly economy, luxury consumers are thinking twice before spending. Nevertheless, they’re willing to pay a premium for one quality above all others: uniqueness.The vote is in and it’s unanimous: Election years are notoriously tough on fine jewelers.A combination of lingering economic uncertainty, wobbly consumer confidence, and the fast-approaching presidential election has left the luxury market in a state of limbo as the 2012 holiday season comes into focus.Amid the ambiguities, many retailers and brands have pinned their hopes on the ultra­–high-end consumer. Others, however, are scaling back with silver lines or diffusion collections aimed at ­fashion-forward impulse shoppers. Interestingly, both sides seem to be speaking the same language. “The affluent customer is much more willing to mix high and low these days,” says Olivia Cornell, co-owner of
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