Brand new or Used Gold/White gold jewelries

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I am a buy and sell entrepreneur. Since branded jewelries are so expensive if bought brand new, i buy it used but in very good condition with original box then sell it to my clients with a little lower than its selling price for installment basis. They know that its slightly used though. My reasoning is that there's no really difference with a slightly used 18K Gold than a brand new one. The weight of the jewelry is the same and the brand doesn't change. After you use what you bought brand new even for just a few hours it is automatically considered used right? How about you? Do you choose brand new 18k jewelries than slightly used ones? Why and why not?