Diamond marketing in the Shopping Malls and on the High Street

[pyramid]

I know how we all feel about shopping maul large chain jewellery stores. A question I thought about today though was, I know that there must be people who do marketing for the large high street stores. Would the diamonds being sold in chain jewellers be the equivalent to the off the peg clothes we buy in the department stores?


I know that we here are diamond snobs and I also know that an independent jeweller can probably get you a better diamond for your money.


However, I know that there are haute couture fashion houses and made to measure clothes sold by tailors and named designers so are these high quality diamonds being sold here, I mean ideal hearts & arrows branded etc. really marketed for the wealthy and the diamonds in jewellery chains are the equivalent of the clothes people buy in high street department stores?



Any opinions? I just notice that people around me seem to buy from the jewellery chains when it comes to engagement time and are quite happy with their choice.

 

[MichelleCarmen]

I think comparing clothing and diamonds and which is marketing to whom, is like comparing apples and oranges. I see H&A diamonds being marketing to people who are a bit more obsessed with getting well-cut diamonds, not to consumers who are financially well off. In fact, I see those who look for better-cut stones as being those who want a better deal for their dollar regardless of how much they''re willing to spend.

 

[pyramid]

Thanks Michelle Carmen.

Yes, I see what you mean that cut can mask inclusions and colour of diamond and therefore the person can get a larger carat weight stone. I just wonder though if we bought made to measure clothes how much it would mask as I''m sure a tailor can accentuate good parts and mask bad parts of a persons outfit better than an off the peg style can. I suppose though there are lots of styles to choose from and clothes are not a few times in a lifetime purchase.

 

[crafftygrrl]

Pyramid,

I am sure the large jewellery chains, Zales, Shaws, Bailey Banks and Biddle, Jared, Tiffany... all do extensive advertising/market/product research. It''s in their best interest. These companies spend millions of dollars on televison, print and email advertising. Each large chain store has a particular target market/audience. Each store carries a particular price range and jewellery designs. A person who shops at Zales, may not feel comfortable at Bailey, Banks and Biddle and vice versa. As to the quality of the diamonds, I''m not sure.

There probably is some correlation to clothing stores in that a certain demographic, such as a person who shops at a more expensive department store such as Nordstroms, may like to shop at Bailey Banks and Biddle. Whereas a person who shops at Kohls, may shop at Zales. Not being privy to a chain''s research, it''s all hypothetical.

By the way, has anyone gone to Jared and heard their shpiel (sp?) as soon as you walked in the door. It''s like 2 minutes long with the salesperson talking as fast as they can!!!! I just wanted to turn around and leave. Their jewelry wasn''t all that nice, and it wasn''t all that cheap either.

As a whole, I''ve stopped buying at large chain stores, because I am very picky about designers and I don''t want my jewellery to look like everyone else''s. However, I do buy at Neiman Marcus precious jewels. They have incredible stuff. Some designers are relatively affordable and wearable everyday. I love Elizabeth Locke, Paul Lantuch and Paul Morelli. One day, during a Henry Dunay trunk show, my salesperson allowed me to try on an $800,000 ruby and diamond ring.

It was too big for me thank goodness. My husband would both kill and divorce me.

 

[pyramid]

Thank you everyone for your replies.