The easy way for non-professionals to sell jewellery is to source empty settings in third world countries and buy low quality diamonds to produce « super discounted » jewellery. Triple the cost price, offer 4O% discount and the trap is set.

Nobody wants to pay premium prices, unless it has to be very, very expensive just to prove the neighbour can't afford it or because they're foolish enough to believe that branded jewellery is intrinsically better. We have to concede that branded jewellery does indeed offer better wrapping, more expensive boxes and very very expensive advertising. The question is: does it make the jewellery any better, are the diamonds, the gold, the platinum, the workmanship, the designing any better just because it is expensively wrapped ?

Do you need this kind of reassurance to make you feel more confident in your purchase ?
Is a 40% discount more valuable than the REAL quality of the jewellery ?
Is there not something more important than discount or wrapping and advertising ?