1. Brand marketing strategy: Paterson may invest less in brand marketing, such as advertising and celebrity endorsements, which makes its brand awareness relatively low, thus affecting the price.

2. Material selection: the material of jewelry has a great influence on the price. If Patterson pays more attention to cost performance in material selection, such as choosing ordinary gems or diamonds instead of scarce high-quality materials, it will also make the price relatively low.

3. Production and supply chain management: If Patterson has higher efficiency in production or supply chain management, such as adopting more economical production methods, the procurement cost will be lower, which will also help to keep the price lower.

4. Market competition: If the competition in the jewelry market is fierce, Paterson may need to attract consumers through price war to keep the price low.

In a word, Paterson jewelry is cheap, which may be the result of many factors such as brand strategy, material selection, production and supply chain management, market competition and so on.