A diamond is forever. It’s also a girl’s best friend. Women love pretty pearls and beautiful baubles. Gemstones glisten. If you like it, then you better put a ring on it. Every kiss begins with wherever he went to buy it.

We’ve all heard these clichés in the jewelry business for decades, but who can blame stores and manufacturers for leaning on them for so long? The business is all about glamorous products aimed at women. For chains with big TV ad budgets, it’s easy to sell beauty, especially when it comes wrapped up in emotion or romance. But for jewelry makers and retailers in a market more crowded than the setting in Kim Kardashian West’s wedding ring, the story is the most important part. It’s one of your few opportunities to separate yourself from the pack.

Read More