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I used to work in retail over 10 years ago at a major department store. I once had to cover in the fine jewelry department and learned from the manager of that department that when fine jewelry goes on sale, it really doesn't.
What they do is put price tags on the jewelry that's considerably more expensive than what the piece is actually worth. Then they "mark it down" by 25%, 30%, etc. and claim they are giving you a huge discount when in reality, with that supposed discount, you're paying the actual price of the piece of jewelry.
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By the time a woman realizes her mother was right, she has a daughter who thinks she is wrong.
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