Will this tarnish the image of our brand?

**DDY** · 11-18-2011 12:40 PM

I run a newly established luxury jewellery brand. We are in our early stages and we focus on the gimmick of 'one of a kind' where all our products are one of a kind pieces, and we want to maintain this exclusivity within our company personality.

Here is the dilemma we are facing:

We have some beautiful pieces that were made as sets of two, but such pieces of this style are often broken up to be sold separately.

As decision makers in the company my partner and myself have thought of the following fixes to this problem:

1. Sell as a set.
Pro: Maintain company mission statement.
Con: Price as a set may be too high for most customers.

2. Break the pair and list it as for sale as either a set or individual purchase.
Pro: More potential to sell.
Con: Could this be inconsistent with the brand personality by the act of breaking a pair and still claiming we are selling one of a kind pieces?

3. Sell individually but do not mention the fact that there are two. When one sells, we re-upload, or we wait a significant amount of time before re-uploading.
Pro: We can potentially sell both.
Con: Not completely honest about the fact that they are one of a kind.

My argument is that the only way the mission statement can be consistent is if the pair is sold as just that, a pair. Or we can bite the bullet and go with plan '3' and not invest in pairs in the future for sale to our customers.

My partners argument is that a broken pair produces two individuals and that whether it is a pair or not, it is still consistent with the mission statement.

Yours points of view please? All responses are appreciated, both experienced and non-experienced.

Thank you.

**DigitalPalette** · 11-18-2011 07:09 PM

First off if the "one-of-a-kind" concept is what your going for do not even think about option 3. That is flat out deceptive and bad business practice.

Two seems to be counter productive of your marketing(if you have established your concept) so I wouldn't recommend it.

One is truly your only option if you plan to keep your current business concept and maintain customer relations. Plus even if it just sits on display it will reestablish you in the "luxury" frame of mind due to it's higher peice. Think of it as a marketing tool rather than a product, if it sells great, otherwise show it off in a nice case and you will notice people begin to talk about it/ask questions.

Best of luck.