Tiffany

Tiffany Jewwllery is not something rampant nd available as per convenience It is a product one desires to possess and needs to make the effort to procure.

when an individual buys a particular piece of jewellery, he pays a price for it. However he doesn’t pay this price for just the product, he is paying for the entire package. The product, the after sales services, the and above all he’s paying the price to be treated as someone special when he visits the store again. He is paying the price to boost his morale that he too is a luxury consumer and can lead the life he dreamed of. By Walmart selling jewellery at lower prices, they are stealing away from the luxury feel associated with the product. Customers are being made to pay a price, a high price for jewllery but this luxury product is not coming with the aura of jewllery, nor with the status a luxury product would draw.

In this way, lower price points and sales at departmental or general stores such as Walmart are working towards a blurred Image of jewellery as a luxury commodity.

Any product or commodity can be made a luxury, just like did with lighters and Vertu did with phones. A simple item was transformed to give it a luxurious feel and image. Similarly, a luxurious item can be demoted and made into an everyday casual item. For example, luxury accessories, if they use lower quality raw material can be a relatively cheaper good and sold in the market directly. However, it’s a different thing that brands and brnad houses are not aiming at being mass but attempting to be exclusive.

A similar concept can be seen in the trend of jewellery, by Walmart selling jewellery, jewellery has become a more accessible commodity to the general public. An Article said “a customer feels overpowered or intimidated “ when walking into the stroe of a luxury jewellery brand. Walmart has attempted to erase this notion and feeling of insecurity that arises in various aspirational jewellery consumers. It has not...