An unnamed jewelry buyer from Barney's - the iconic department store in New York - once told me: "I can sell a Coke can if it has a story." Apparently, most people can tell a Coke can and a piece of jewelry apart - Barney's closed its doors after declaring bankruptcy.
People delight in stories because they are a playground for their imagination, a powerful way to build a psychological attachment to an inanimate object. We can make up a story, but we don't have to.
The magnificent Art Deco-style chandeliers with French-cut diamonds, and South Sea Pearls do not need a tall marketing tale to mesmerize your imagination. A simple glance will do.