Hit targets with a store brand

Word on the street is that people buy brands, not products. EMILY MOBBS reports that jewellers can achieve cut-through with their store-brands if they tune-in to what consumers want.

The term “brand” is not new – its origins can be traced to the Viking Age – nor has its meaning strictly changed but the business experts who have spoken with Jeweller believe now, more than ever, it’s imperative for...

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