> SF Pro looks very stunning and the Apple logo is chic and simple. But so is the Cartier logo. And the Rolex storefront. Or any of the other genuinely valuable things sold at malls.
If you're against the idea of selling things that are cheap to make at high prices by relying on branding, you might not want to call Cartier or Rolex products "genuinely valuable". Jewelry is not fundamentally expensive.
It had been a while since I worked in a business adjacent to jewelry, but at the time the notion was that for a brand like Cartier or Tiffany, the precious metal/stones account for 10% of the selling price.
The company I worked for offered a platform for investments in (fully allocated) gold. They launched a spin-off[1] for 24k jewels, priced at spot gold price*jewel weight, plus a fixed and known margin in percentage. I worked on the e-commerce for it.
If you're against the idea of selling things that are cheap to make at high prices by relying on branding, you might not want to call Cartier or Rolex products "genuinely valuable". Jewelry is not fundamentally expensive.