Any luxury product is good at branding to express its high-end and quality. Therefore, a premium price strategy is generally adopted

Any luxury goods are very good at branding, especially jewelry brands. They like to make up a story related to the royal family for themselves to show their high-end and quality. In order to achieve this goal, they will invest huge costs in marketing, celebrity endorsement, platform promotion and other means, resulting in brand premium. Some luxury brand jewelry is not worth that much, but the phenomenon of brand premium is not uncommon in the jewelry industry.

Praised by King Edward VII as "the jeweler of emperors, the emperor of jewelers", the jewelry brand Cartier is still a luxury brand sought after by the public more than a hundred years later.