By Kate Peterson
The bridal department has always been a major component in any jewellery store. Today, however, the success of bridal collections has become the essence of survival for many businesses struggling to manage fluxes within the consumer market.
Redefined value
Bridal customers have redefined the concept of value, and retailers are faced with adapting to a new sense of value no longer tied exclusively to product.
For consumers, value is not found in what the product is, but on what it does and how its unique features are specifically relevant to an individual. Price is secondary to this desire to satisfy personal ideals and ethical sensibilities.
