[Jewelry making - Article 00815] - [Orchid] Educating the buying masses

[J Morley]

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    Ron, I agree with your honorable intent.I think that in the throw
    away society we live and work in a shlocky pendant with  a diamond
    (if you can call it that) for $75 or less or a 10k gold trio,
    earrings and ring set with synthetic stone for $22 is going to appeal
    to a large number of people and I cannot make anything by hand for
    that price.Not everyone wants to be educated though.They want to run
    to the mall and buy something cheap and quick.They work in fields
    picking vegetables or cleaning houses or work in the mini marts and
    make eight bucks and hour.Some are born in this country some don't
    speak English.They work hard and have little free time.You can tell
    them all about quality and lay down the expensive quality piece next
    to the shlock and they WILL buy the shlock.You can educate your
    customer and chances are they won't retain it.Look at the stats for
    reading and writing in this country.If many people are barely
    literate and the education system could not educate them.Will
    you?They don't care about diamond quality they care more about  how
    it looks and the price.I have had customers come into my stores
    saying their husband bought them a little heart pendant or ring with
    diamonds in it before he died and they know that there is no quality
    there. To them it is pretty and they would never part with it or
    change it for anything I have three benches and do work for six
    stores I see people from every socioeconomic strata some want quality
    some don't.Our industry gives both.More people wear gold jewelry than
    in any other time in the history of jewelry.If it wasn't for schlock
    that would not be possible.Good bad or indifferent it is true.

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