Logo 3.0

i havent seen the previous ones but this one looks pretty good. The subtext should be smaller and wider in my vision and i like the main font.

Sorry, but I'm still not sold on this.

- The symbol is still too simplistic and random. It could be used for any other type of business and it's not striking enough to leave a lasting impression.

- The colors, which are way too many, are still super dull and don't really say "jewelry". Try to stick to 2 shades top.

- The two dividing lines are totally superfluous and only complicate things.

- The fonts don't really compliment each other, as they are too similar. You need to create contrast, in size, shapes, tracking, etc. If your main font is a sans-serif, use a serif for the subtext. That kind of thing (check out this site : www.fontsinuse.com)

To conclude, I'd say you're in the same bind as the Wolfsen guy: you keep beating a dead horse. You're too attached so to this idea that you just bring a few cosmetic changes here and there without solving the main problem. Which is the idea itself. There comes a time when you need to take a few step back and realize that this is just not working. I know the feeling, it can hurts, but it's a necessary step toward a better logo.

I'd say: forget about this one, start fresh, with a pen and paper, sketch a few hundreds doodles and see what happens. Do not skip the research/inspiration part, which is as important as the sketching.

Good luck!