Aspiring to the Rolls-Royce Model

Finance and Trade
04/11/2015 18:04

The gem and jewelry has a long way to go to convince consumers that jewelry is a product category worth aspiring to along the lines of the iconic car-maker's high-class products, writes Vinod Kuriyan who adds that "we need the consumer to mentally instantly make the connection with not only high quality but also the highest ethical standards. This is what also what will trigger instant approval when the word “jewelry” is mentioned.