[pavlov]

That's just a question of recognizable design and enough marketing spend, i.e. branding.

It's well known that people pay a major premium for things solely because they have words printed on them like "Calvin Klein", "Guess?" or "YSL". Jewelry branding is actually easier to make visually recognizable than clothes.

[Retra]

People don't pay a premium for the label, they pay a premium for the middlemen who host the label, because that is a presumably exclusive group and culture that they have access to.