Editor’s Note
This article examines the allure of luxury goods, from jewelry to handbags, questioning whether their high price tags truly reflect superior quality or are primarily paying for prestige and perception.
Much has been written about the effectiveness and comparable quality of dupes relative to their high-end makeup and skincare brand counterparts. The truth is that most of the time, luxury brands don’t offer anything more than the dupes—aside from beautiful packaging and a brand name that makes you feel “exclusive” while using it.
Diamonds, Rolex watches, Chanel bags—what do these items have in common? They all have the potential to entice you with feelings of status, luxury, and exclusivity. But this raises the question: what are they actually worth?
Millions of Americans are constantly drawn in by exclusivity marketing and luxury branding. Let’s admit it, we’ve all wanted to splurge on something “high-end” to dress to impress at some point. Many of us have pinched pennies and saved for months or years just for a single, exclusive luxury product. But why do we feel so drawn to these brands and products? And why do they continue to entice us year after year? This week, let’s examine some ways exclusivity marketing might not live up to its promises—and how it’s definitely hurting the wallets of average Americans.
They have become so commonplace that they are accepted as timeless facts when it comes to fine jewelry, marriage proposals, and high-end gift-giving. But they’re also old marketing gimmicks that still influence our buying culture today.
In short, diamonds are very difficult to obtain ethically in the current market surrounding diamond and precious gemstone mining. Most certificates of origin or authentication of conflict-free diamonds are not regulated by any international laws. Moreover, a “conflict-free” diamond (or other precious gem) doesn’t mean the labor involved was ethical—it only means the gem wasn’t involved in exploitative warfare. This is all without mentioning the staggering price tag on natural precious gems.
Luckily for us, there’s a much cheaper, more ethical, yet no less beautiful alternative. Contrary to popular belief, lab-grown gems are just as “real” as their mined counterparts. They contain the same molecular structures and compounds as natural gems and offer much more certainty regarding the ethics of their production. The idea that these gems are inferior is a myth deliberately spread to maintain the illusion of exclusivity around mined gemstones. Don’t fall for these marketing tricks; opt for the more affordable, more ethical, and equally brilliant option.
This rule of thumb applies to all jewelry featuring precious gemstones—rubies, emeralds, sapphires, and, of course, diamonds.
Let’s not forget luxury watches. You don’t need a $12,000 watch to have a good-quality timepiece that will last you for years. I know we won’t change how society views status symbols overnight, but we can change our individual perspectives on what has meaning to us. Find brands that are sustainable, ethical, and dedicated to quality without carrying the hefty price tag of ‘designer’ or ‘luxury’ brands. The truth is, 90% of what you pay for these items is solely for the brand name on the product.
There’s nothing wrong with that—except the lingering question of whether pursuing this feeling is worth the hefty price tag these items always carry. I’ve frequently advocated for finding budget-friendly alternatives to expensive items you enjoy, and this is no exception! Shop around for a similarly scented cologne or shade of lipstick at a lower price point, and I promise you’ll be surprised by what the market has to offer. There are a plethora of reliable and revered dupe brands out there.
Exclusivity marketing can be found in almost every type of product you buy, and clothes are no exception. Rather than shopping for designer products and high-end clothing, prioritize quality and sustainability for your investment pieces.
Many “high-end” brands tout exclusive and trendy patterns and styles that draw you in, but their price point is deceptive. Often, the quality of these items is lower, and they aren’t designed to last. Years ago, the standard was that items from high-end department stores were expected to be of exceptional quality. Why? Because many people in the late 19th and early 20th centuries made their own clothing from magazine patterns rather than purchasing from stores. These brands had an incentive to produce high-quality items that lasted for years.
Nowadays, people mostly don’t make their own clothes, which means brands are no longer competing with consumer ingenuity; they’re only competing with each other. This removes the incentive for brands to make their products durable; clothing is often produced to fall apart quickly by design. Yes, even the expensive products you spend hours trying on in person.
Do your due diligence and look for clothing made by companies renowned for their quality and transparent dedication to creating pieces that last for many years. Moreover, I highly advise buying clothing made from natural materials. Polyester, for example, does not last, does not breathe, and is not eco-friendly.
Luxury brands and exclusivity marketing aren’t going anywhere anytime soon, and trends are always changing. Dedicate yourself to purchasing high-quality, durable, and sustainable products that will actually last for years, and avoid buying items just for the branded logo. Be vigilant of how brands use exclusivity marketing tricks to sell you the ‘latest and greatest’ they offer. Focus on remaining grounded and resisting the pull of the status feelings these products evoke.