To provide all Guests the same opportunity to purchase some of Walt Disney World's most popular items (like limited editions and collectibles), sometimes it is necessary to place a same-item purchase limit. For this reason, the Disney jewelry collection by PANDORA, available at select merchandise locations, has a purchase limit of three (3) of each design per Guest, per transaction. Same-item refers to products with identical designs.
Limiting sales like this is simply a way to make others standing in line behind the person "buying out the place" a bit happier. Disney still wants to sell out.