"A diamond is forever." Everyone has heard this slogan to advertise DeBeers’ diamonds, and it’s basically true. Al though you can break or lose...
Back in the 50’s, mass merchandisers rose to power. Macy’s. Bloomingdales. Sears. They sold everything from houses to jewelry, and they developed a definite following. They were among the biggest jewelers in the country. They’re still out there but the B&M stores did remarkably in the face of the competition. Diamond jewelry is one of the few categories where the ‘mom & pop’ business model has survived. Unlike lumberyards, travel agents, appliance stores and the like, every city has dozens or even hundreds of jewelers, most with a single location, and most owned by people who work in there.
The new mass-merchandisers are slightly different. Amazon sells everything, just like old time Sears and JC Penny but with an important difference. Those are independent businesses that are just marketing through Amazon. It’s the same with eBay and the virtual consignment sites.
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