focus groups and make a beeline to brand victory. Keywords designer bridal jewellery, wedding rings, wedding bands, vow, commitment, unconventional INTRODUCTION Daniel J. Scott, danscott@scottkay.com 264 Truth. A word that is directly associated with the words ‘trust’ and ‘honesty’. Truth is fact and facts are indisputable. As in any sector and especially noted within the $11bn engagement ring and wedding jewellery market,1 truth in product reigns supreme. The same holds true for trust and honesty…
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