Every holiday season, someone walks into a jewelry store looking for a gift that will make an impression. Maybe it’s a gold necklace for their wife, a bracelet for their daughter or a pair of earrings for someone special. Then comes the question, “why does one necklace cost $75 while another that looks almost identical costs $750?” That’s a pretty reasonable question. After all, both might look beautiful sitting in a jewelry box on Christmas morning. But five or ten years down the road, they