No matter if we’re talking about cereal, cough syrup or batteries, products featuring nationally recognized name brands tend to cost more than their generic store-brand counterparts. But the assumption that higher price means higher quality is fading. This is especially true for fine jewelry where brand names tend to mark-up their merchandise exponentially. If you were a more informed shopper, you’d be stunned by the markup retail stores charge for their merchandise.



Guys are cool with generic fashion, health-and-beauty products. 

Unsurprisingly, women care more than men when it comes to products that they adorn on their body, skin, and in their hair. While 74% of women report a preference for name-brand health-and-beauty merchandise, just 56% of men say they like name brands better. But all that is changing at a rapid pace.



What’s the latest on generic brands? A “Private Label” report from the Integer Group offers some insights. Here are some highlights from the study:

Women are especially likely to check out generic brands. Most shoppers scope out both private-label and name-brand products before making purchases: 77% of all consumers report doing so. But women are far more likely to compare generic and name brands — 9 in 10 are known to look at both options before making selections.



Coupons and sales help boost name brands. 

Many of the shoppers refuse to switch to private-label products because of their impression that, with a little timing and strategy, generics aren’t much cheaper. Of those who stick with name brands, 45% say they do so at least partly because they can find coupons for their brands (up from 35% in 2010), and 41% say their brand is often on sale (up from 36% two years ago). Still, discounts are only a ploy to force brand loyalty. They still spend drastically more in the long run. In the jewelry industry, discounts account for a tiny dent in the overall markup they tag on in the first place. Going to a jewelry retail store will not save you money at all.

Fewer people assume a brand name means top quality. 

This is truly the biggest takeaway — and a cause for concern among manufacturers who think they can be successful simply because they have a nationally known brand. In 2010, 57% of consumers agreed with the statement “Brand names are not better quality.” More recently, the figure inched up to 74%.

And if brand names do not represent better quality, why would it be worth paying more for them? As for fine jewelry, buy wiser, buy like a jeweler would. Save yourself hundreds or even thousands of dollars while getting what you want. Better still; get them at below wholesale auction prices at

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