Appearance is equally important, if not more, to the quality behind it, when it comes to us making a purchase. Either it is a necessity product or a luxury good it follows the same phenomenon. Our minds work in such in-explainable ways that whatever looks good seems good to us. A bond of trust is instantly created that is hard to break.
Showcasing the art of jewelry making is no different. The beautiful jewelry requires exquisite aesthetics around it to feel proud and stand out. The jewelry displays in stores need to be critically designed as per the above phenomenon, so that they help the jewels shine even brighter in the buyer’s eyes and mind. This methodology has been in practice for many decades but for once it is now being challenged by the ever evolving technology. We see more and more virtual jewelry stores with latest trends and designs. We can make a purchase via our credit cards and wait for our glittering new accessory to be delivered at our doorstep. This might seem like a terrific idea, but is it the same as being in a jewelry store, surrounded by all that beautiful artwork and able to try the design you like right off that jewelry stand?
One should only and usually does, buys a jewelry product when s/he can feel bold and look beautiful wearing it. The high resolution pictures on the internet do bring the artwork closer to our eyes but the important part of wearing it and looking your own self in the mirror is not possible. Therefore the question here is regarding our preference to the ease of access to information or to stand out looking ‘de toute beauté’.
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