MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.
TrendsFeb 09, 2016
4 Reasons Why People Buy Branded Goods
Branding plays an important part in consumer purchasing habits, and retailers today can’t afford to miss out by not carrying branded lines, retailer Jim Alperin writes.
The jewelry in your store might be as beautiful and as well made as the branded names, yet customers will walk past your store to shop for branded merchandise at a store down the street, sometimes paying more for a product no better than the one you carry. A solitaire is a solitaire, but put it into a powder blue-colored box and suddenly it has added value. Why?
1) Wearing branded merchandise sets us in a specific economic category, a certain rung on the socioeconomic ladder. It tells others where we are on the economic scale. There is a certain pecking order in society and wearing branded merchandise tells those with whom we come in contact that we are in a lower group, the same group or a higher socioeconomic group than they are, depending upon the prestige and price point of the items worn.
2) It allows us to feel as though we fit into society and belong to the group. Humans aren’t solitary animals any more than monkeys are. Wearing similar and familiar brands helps us to relate to others in the group and feel a part of something larger than ourselves.
3) There is, of course, the sense of pride of ownership. Everyone wants to own beautiful and well-made things, and branded merchandise tends to be of high quality. There is a sense of pride when you walk up to the three-pronged hood ornament that decorates your shiny Mercedes. Each time you shut the car door and hear that classic “thud” it gives you the sense that you have purchased a well-made machine. Every morning when you get up and slip that stainless steel and gold watch over your hand and hear it snap solidly onto your wrist, you take a moment just to appreciate its art.
4) Branding takes the thinking out of a purchase. When a man goes shopping for his wife and he knows she likes a certain brand, he doesn’t have to think any further than the brand name. Anything that has that particular name on it will
please his wife. Our society has turned over thinking to the few designers who rule our fashion world. Individuals no longer think about what is good design or bad; if it has some well-advertised name on it, it must be good. It’s gotten to a point that we now wear sweaters with names across the front and no design at all.
Let’s take a look at some brands. My favorite example is Rolex. Rolex unquestionably is a good product but they haven’t greatly changed their look in years. Many of you may not even know that Rolex makes a line of dress watches. They aren’t nearly as popular as their Oyster watch line, which is an immediately recognizable status symbol that tells others we can afford a high-end, luxury item. It also, of course, gives the wearer a sense of pride of ownership, which, while it shouldn’t be overlooked, consumers also can get from many other fine watch brands not so commercially known or recognized.
Pandora has been a phenomenon in recent years, running circles around its competition in the bead market. Pandora is an example of “fitting in” to the group as a brand. People all have a story to tell, and Pandora allows them to do so proudly on their arm. Their recognizable bracelets telegraph to others that they are loved by their families and are a part of something greater than themselves. A woman wearing Pandora can easily relate to and feel a kinship with another woman wearing a similar-yet-still-different Pandora bracelet.
If you aren’t a Pandora dealer but carry other beads, you may have experienced a customer coming in looking for a bead to add to their loved one’s bracelet, only to have them leave because the beads you carry aren’t from Pandora. The beads you carry might be just as good as or better than Pandora’s, yet it’s Pandora they will buy.
Purses, too, are the perfect example of branding, placing women in a position on the social ladder. Purses are large and have intrusive names or initials emblazoned across them, and they are put down on the counter right in front of you. “Take that!” the carrier seems to say as they plunk down 15 pounds of beige and brown vinyl with leather trim onto your countertop.
Young people today want to fit into society as much as any previous generation, but they may do so without the same branding as we’ve seen in the past.
The biggest brand today adorning the younger generation isn’t a purse, a car, clothing or jewelry … it’s tattoos. Humans will always want to adorn themselves and will always do something to tell others where on the socioeconomic ladder they fit. Young people are wearing permanent jewelry: ink. You don’t have to insure it or worry about losing it. It telegraphs to other young people that you are hip and a part of their generation. It says, “I’m cool and I belong,” not to my parents’ generation but to the new generation.
Branding is a part of our society and if you don’t have branded names in your store, you’re going to lose sales to the stores that do carry branded names.
Now, if you will excuse me, I’m going out and getting a tattoo!
Retailer Jim Alperin owns James Alperin Jewelers in Pepper Pike, Ohio. He can be reached at alpjewel@aol.com.
Let’s take a look at some brands. My favorite example is Rolex. Rolex unquestionably is a good product but they haven’t greatly changed their look in years. Many of you may not even know that Rolex makes a line of dress watches. They aren’t nearly as popular as their Oyster watch line, which is an immediately recognizable status symbol that tells others we can afford a high-end, luxury item. It also, of course, gives the wearer a sense of pride of ownership, which, while it shouldn’t be overlooked, consumers also can get from many other fine watch brands not so commercially known or recognized.
Pandora has been a phenomenon in recent years, running circles around its competition in the bead market. Pandora is an example of “fitting in” to the group as a brand. People all have a story to tell, and Pandora allows them to do so proudly on their arm. Their recognizable bracelets telegraph to others that they are loved by their families and are a part of something greater than themselves. A woman wearing Pandora can easily relate to and feel a kinship with another woman wearing a similar-yet-still-different Pandora bracelet.
If you aren’t a Pandora dealer but carry other beads, you may have experienced a customer coming in looking for a bead to add to their loved one’s bracelet, only to have them leave because the beads you carry aren’t from Pandora. The beads you carry might be just as good as or better than Pandora’s, yet it’s Pandora they will buy.
Purses, too, are the perfect example of branding, placing women in a position on the social ladder. Purses are large and have intrusive names or initials emblazoned across them, and they are put down on the counter right in front of you. “Take that!” the carrier seems to say as they plunk down 15 pounds of beige and brown vinyl with leather trim onto your countertop.
Young people today want to fit into society as much as any previous generation, but they may do so without the same branding as we’ve seen in the past.
The biggest brand today adorning the younger generation isn’t a purse, a car, clothing or jewelry … it’s tattoos. Humans will always want to adorn themselves and will always do something to tell others where on the socioeconomic ladder they fit. Young people are wearing permanent jewelry: ink. You don’t have to insure it or worry about losing it. It telegraphs to other young people that you are hip and a part of their generation. It says, “I’m cool and I belong,” not to my parents’ generation but to the new generation.
Branding is a part of our society and if you don’t have branded names in your store, you’re going to lose sales to the stores that do carry branded names.
Now, if you will excuse me, I’m going out and getting a tattoo!
Retailer Jim Alperin owns James Alperin Jewelers in Pepper Pike, Ohio. He can be reached at alpjewel@aol.com.
More on Trends
The Latest
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet JewelersThe addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ NecklaceThe necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.
Weekly QuizJul 31, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award WinnersJewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
IndependentsJul 31, 2025
Matthew Tratner Takes Over as CBG President Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.
FinancialsJul 30, 2025
Kering's Jewelry Brands Resilient As H1 Sales Slide 16%The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.
WatchesJul 30, 2025
Peek Inside Zadok Jewelers’ New Rolex Showroom in AustinIts opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.
SurveysJul 30, 2025
Consumer Confidence Ticks Up in JulyRespondents shared concerns about tariffs and commentary on the “Big Beautiful Bill.”
SourcingJul 30, 2025
Rob Bates to Release Latest Book in His ‘Diamond District Mystery’ Series“Making a Killing in Diamonds” tells the story of Mimi Rosen, the disappearance of a scientist, and the murder of lab-grown diamond CEO.
EditorsJul 29, 2025
Out & About: Visiting Tacori’s Design Studio in LASenior Editor Lenore Fedow learned a lot when she took a behind-the-scenes factory tour with the jewelry brand earlier this year.
Events & AwardsJul 29, 2025
Melee The Show Welcomes 15 New DesignersThe first-time exhibitors, set to debut at the New York City show, share a devotion to craftsmanship, storytelling, and material integrity.
SourcingJul 29, 2025
Auctim to Offer 7.3M+ Carats of Rough EmeraldsThe online auction house’s September sale will feature rough Brazilian emeralds of various qualities.
MajorsJul 29, 2025
Alexis Padis Re-Elected AGS Board President She’ll lead an executive committee consisting of President-Elect Bryan Moeller, Mitchell Clark, Bill Farmer, and Larry Rickert.
Policies & IssuesJul 28, 2025
U.S.-EU Come to Agreement on Tariffs Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.
CollectionsJul 28, 2025
Nanis Brings a New Palette to ‘Ipanema’A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.
MajorsJul 28, 2025
The 1916 Company Partners with ‘Shark Tank’ Star’s Watch Insurance PlatformThe retailer will refer its customers to WonderCare, founded by venture capitalist and watch collector Kevin O’Leary.
IndependentsJul 28, 2025
Sissy’s Log Cabin to Open Flagship in Arkansas The jeweler’s largest store yet is set to open in Little Rock next fall.
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ NecklaceAnne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong ShowJewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime AchievementMark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2 While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.
