It wasn’t the primary jewellery model – think upmarket corporations like Tiffany, Cartier and Bulgari – and it in all probability wasn’t the primary attempt at mass-market jewelry branding in Australia both, but Pandora was the primary one to get it right. Others shortly adopted and at that time Ern, nonetheless sitting in his high street store, was in a model new world. A world the place the brand ruled supreme; a world the place the customer’s relationship with the product was with the brand and not their native jewellery retailer. While many have tried – with varying levels of…
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