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Most jewelry stores put a large mark-up (300% or more) on their merchandise, so it's important to haggle a little to get a better price. At some stores discounts of 60-70% are common, but they are still making a nice profit. Beware of high pressure tactics like the "on sale today only" trick to get you to buy before you are ready. Many places will honor prior sale prices if you are persistent. Also ask for an extra discount if you are buying more than one piece. You are likely to get an even bigger discount at a department store if a piece has been there a long time. Stores are always happy to clear out old merchandise to make room for new stuff.