“If you don’t know jewelry, trust your jeweler.” It’s that elusive, intangible, most valuable asset. Hard-won but fragile, it’s the reflection of your character. Reputation. Good will. Especially in jewelry it’s all important. Although abstract, it’s a concrete asset in evaluating, selling or trading a company. It’s golden.
Like character in a person, good will is your company’s reflection. It’s you, magnified. For an independent firm - such as a store or designer - it’s the individual who’s the face of the business. Even top corporations often have a face - like “the Colonel” for KFC - to project the personal image of the company and generate good will.