It is not a secret the line between fashion jewellery and fine jewellery has blurred substantially over the past few years. Skyrocketing metal prices and consumer demand for high-quality, lower-priced pieces has driven designers to create gorgeous jewellery in silver that is making its way into fine jewellery stores. Buying into fashion collections gives retailers an edge. Women don’t just shop by occasion—they also shop by seasonality and impulse. Women buy jewellery and they are willing to spend a little more to get a quality piece that won’t fall apart after just one season. Fashion jewellery also becomes a reason to get customers into the store more frequently. It is a no-brainer.