Customer Watch: The Emotional Value of Jewelry

As I write this on Election Day, 2008, the results of a historical presidential election are being tallied, and the American people have voted in record-breaking numbers. It’s an emotional day for many, many people, and so what better topic for such a day than a focus on emotions.

It is said that jewelry is an emotional purchase. At times, emotion is inevitable because the jewelry relates to a very special occasion in one’s life, most notably the beginning of a marriage. At other times, emotions come into play simply because the jewelry is inherently so beautiful. I was told by a talented jewelry designer friend that I was literally whimpering when I saw the exquisite pieces in her collection. And there can be a sense of joy when one is able to commemorate a special achievement with the purchase of a signature piece of jewelry.

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