Answer: when everything’s still full price.

This Thursday through Sunday, Gilt Groupe will be offering a “full-price sale event” of jewelry from Nicole Richie’s collections, House of Harlow 1960 and Winter Kate. If it’s the same jewelry that’s up on ShopBop, then it’s a lot of cute and covetable pieces (like this sunburst ring). While I don’t think $60 for a necklace is completely outrageous, the point of Gilt is that it’s supposed to be about getting name-brand and designer products for less than retail. Otherwise, what’s the incentive to buy from Gilt instead of some other store or website? It would be one thing if this were the only place to get Richie’s designs, but it isn’t. Just because something is for sale does not mean that it is on sale.