I have come to respect Aldi for its ingenious ways of cutting costs while still being able to offer quality goods for sale. When the recession first hit, Aldi’s focus was more on providing low prices but most recently, according to The Grocer, it now focuses on expanding its premium range at lower prices than its competitors, without compromising on quality.
I see the same shift happening to the diamond market, but it cannot come fast enough. It may seem from first glance that affordability and quality are mutually exclusive, but that is simply not the case. Giving quality and affordable prices is something that is already offered, by companies like ECN Investments. It is only a matter of time when this will be the norm and not the exception.