The personalised jewellery dilemma

It was inevitable that the increased desire to personalise everything would flow into jewellery. While customers can now create their own story around their jewellery, jewellers face a challenge to maintain their own identity. AARON WEINMAN reports.

Before the popularity of branded jewellery, jewellery retailers mostly offered ranges of unbranded items as single purchases that did little to drive repeat business.

The branded revolution arrived at a time when the industry badly needed reinvigoratio...

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