Monday, 26th June 2006 (4495 views)

A new concept gold jewellery store called Just Jewels has opened at the Ayala Center, located in Cebu City in the Philippines, the Cebu Sun-Star reports.

The retail store is based on the sale of gold jewellery 'by the gram', a concept of selling pieces made with the precious metal by weight first practised at the stalls on New York City's 47th Street.

Items are weighed on an electronic scale to determine their value rather than being priced in a traditional way.

"The vision of Just Jewels is to make jewellery available to everyone," said Margarita Beatrice Legarda-Mojica, the store's general manager.

"The aim is to show customers that fine jewellery need not be expensive," she continued.

"Unlike gadgets or cars, jewellery actually appreciates in value over time. Gold will never lose its value therefore owning a piece of gold jewellery will be to the advantage of the owner over time."

Just Jewels has a wider age range as its target audience than traditional gold jewellery, marketing its products at people from 25 to 50 years of age. The company says that simplicity and a wide audience will be the keys to its success.

 

« Back to the stories

 

The news feeds on this site are independently provided by Adfero Limited © and do not represent the views or opinions of the World Gold Council.