Kristy Caylor, co-founder of fashion label Maiyet, which makes two-faced fine jewelry, said the practice of hidden embellishment dovetails with the brand's ethos of old-school craftsmanship, sourced around the globe.

WSJ: Jewelry's Hidden Finishes Take Center Stage

This article is by Dr. Erich Joachimsthaler, founder of Vivaldi Partners, an innovation strategy and marketing firm and co-author, with David A. Aaker, of Brand Leadership and Hidden in Plain Sight.

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