We were shopping the other day and passed the Gucci jewelry boutique on Via Rodeo II and I had thought the Gucci store moved from its former location (the two story monster in the middle of Rodeo Drive) but upon closer inspection, we realized it was the Gucci fine jewelry store. Uh, Gucci fine jewelry? WTF? I decided to check the line out and could not believe the retail prices, a gold chain with a small purple amethyst for $4,000? Why wouldn't you go to Cartier for a love bracelet bangle with a DIAMOND for the same price?

And check out the lame logo earrings above for $1,775 with only .23 ct of diamonds - no I am not kidding, that is how much they really are! I know, they look like $25 Chinatown knockoffs don't they? And for the privilege of displaying the Gucci logo loudly on a ring, the price is $2,100. Who would waste money on this crap? You can see it at Saks online if you want a good laugh.