What matters more, the quality of an item or where you buy it? You may have heard that Costco Wholesale sells diamonds. But the company has decided to try selling much bigger, more expensive diamonds. A ring on Costco’s site is selling for $180,000, for example. It would go for about $260,000 at a typical jeweler, so it’s a great deal when you think about it. But sometimes have that baby blue Tiffany box matters more to people than what’s inside. We’ll see how Costco does with its new endeavor.