How brands rise to the top

If jewellers can’t offer something that’s unique, or suitably different to reduce the number of people it competes against, then it's in a market place with only one differentiator – price.

An enormous number of jewellery businesses that offer the same thing. Don’t get me wrong, many present beautifully designed and crafted collections, but outside of well-made jewellery they all look the same to me.

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