When you reach the higher echelons of quality you always begin to come across brands that are less likely to be known by your average person. Take, for example, jewellery. Everyone has heard of Elizabeth Duke, and most people would avoid it. You might also be aware of Samuels or Hinds, but very little from that price range until you reach Cartier or De Beers. It's always about volume vs affordability. Few of us would buy our wedding rings from Argos, but fewer still could afford a bespoke 5 carat number.



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