In the modern world, with all its diversity it is not simple to find the true values. We are surrounded with “grown” brands or mass market of eastern origin, which fills if not all the space, but almost. Jewelry items are sold next door to the booths, and jewelry of gold and diamonds from well-known brands are technologically so easy-to-make, and sometimes so primitive, that are easily falsified by just about everyone. Visit for example the turkish gold souk. Many brands use silver, where the costs for precious materials are reduced to an absolute minimum. The brandity is only the fact that all glossy magazines are filled with their advertisements linked to the extensive widespread networks of stores. Andfor the buyer who wants to purchase jewelry, it is difficult to break out of it.
Branded cufflinks among other jeweled items of any known brand are not filled with profound meaningfulness or images, which would be to the buyer’s wish. The Oxford dictionary defines the word “brand” in its original sense as the mark for livestock, blacks or runaway slaves as well. Those, who thought to use that word in that meaning, did that deliberately, knowing what kind of herd instinct they were intending to form. There was a substitution of true for false.
Many buyers of jewelry feel this forgery and prefer to order gems of author’s workmanship from private artisans. Jewelry art, being above this whole market vanity, generates the field of fine jewelry for those who has the taste of elites, who think in terms of family values and ties with world heritage, of which the mankind is proud. In this space of the modern world the cufflinks have an important part to play. With the business suit or strict dress code, they are the only ones of the jewels, getting into palaces, becoming the part of collectable jewelry and are inextricably linked with the marquee events, great persons and most cherished and prestigious places.