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To establish trustworthiness, one must disclose intentions and make them appear positive. Mondera states that their intentions are to provide quality, value and expert advice. Additionally, they state that they offer jewelry for people at all ranges. They show their flexibility in what is available to buy. One striking feature of the site is their customer feedback page. There you can find ten pages of customer testimonials saying what a good product Mondera provides. This establishes a good amount of trustworthiness because it assures that former customers are happy with the product. .
A good portion of the Mondera site is dedicated to showing celebrities and royalty wearing their jewelry at prestigious events, such as the Cannes Festival or the Grammys. This demonstrates two things. First, it creates the BIRG effect in that it other non-celebrities who wear Mondera may feel pride in being connected to the celebrities through jewelry. Second, it establishes referent (symbolic) power and authority through being associated with stars. .
A primary obstacle Mondera had to overcome is the audience's skepticism about buying such a pricey item online. They had to ensure that the buyer would receive a legitimate and valuable product. Through their extensive reference guides, customer testimonials, history of gemstones, history of their company and their company's longevity, I believe they established an excellent amount of credibility. I browsed a number of other jewelry websites, and none provided as much information as Mondera. Any rational person would not buy such an expensive product from a company that knows nothing about it. I would be very likely to trust this company because of their knowledge, expertise and assurance of the quality of their product. Additionally, the use of celebrities wearing Mondera was an excellent strategy; these people can afford to wear any brand, but they choose Mondera.
