People will buy what looks good. My sister wears high quality,
expensive jewellery as a rule, but one of her favourite pieces is the
exception. For all she knows, the stones are glass and the metal is
gold-fill or plate. However, it does look very nice. I was told many
years ago that if you normally wear good quality jewellery, others
will always assume that whatever you wear is of the same quality.
However, I have noticed another element at work here. Amongst other
things, I make beaded bracelets from semi-precious stones and 9ct
gold. When the buyer wants say, a dark blue and gold bracelet, they
will buy blue goldstone or lapis-dyed howlite and gold-fill if the
bracelet is only intended for what might be termed short-term or
’fashion’ use. However, if the intention is to ‘keep’ the bracelet,
they will pay more for good quality lapis and 9ct gold. People also
get a certain satisfaction from knowing that the latter is the ‘real
A lot of people really can’t tell the difference between expensive
stones and cheap stones/plastics. One of the problems I encounter in
selling is that prospective buyers do not understand why there is a
price differential between two bracelets that look very similar but
use different materials.
Maybe I’ve got it wrong, and I should be slapping the higher price
tag on everything.