I decided to
embark on some “mystery shopping”. I found that most of the leading jewellery
houses host an extensive range catering for woman whilst the men’s range is
limited and lacks uniqueness. House hold names such as Browns, Charles Greig,
Shimansky etc. do not cater effectively for the gents market. The range that
they offer is limited and the price point caters toward a high net worth individual.
Brands like Edgars and Sterns offer a low end range however the designs are
mass manufactured and lack creativity. This confirmed my initial assumption
that there is a gap in the market in terms of the type of gent’s rings that are
available. The product I am looking to take to market is unique, trendy and
easily transforms from a ring into a pendant and a bracelet.
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