M
MagpieInTraining
I look for design and quality of the metal/stones. A diamond is a diamond no matter what store it came from, as long as you're a savvy buyer. While I love my branded jewelry, I'm able to get more bang for my buck with my unbranded items. I have a trusted local jeweler who is fantastic and has made a few custom items for me and I can return to for care/maintenance. I've also had these items appraised for insurance and was pleasantly surprised at the value.
My one exception is watches. I stick to the big names for both the history and the reliability.
I completely agree with everything you're saying! Especially about diamonds. For example, I know that I only need a diamond to be eye-clean, so why would I want VVS1 stones for earrings when SI1 would do just as well? With high-end stores you can hardly find stones of "lower" clarity, and even if you do they're priced way higher than they should be. So I definitely agree with you about getting more bang for your buck with the unbranded stuff.
But with watches, I too stick to big names. I have never even thought otherwise tbh.