A local and very good jeweller, the biggest in our city and family owned, gives discount to you no matter what you buy. For instance £200 of a £2200 diamond ring and £100 of an £800 pendant. I am assuming this amount was added before the item was priced, how else could they do it? I suppose it is a feel good factor for the customer. Is the money added in the first place and is this an honest thing to do?