Leave it to Tom Peters to get the mental juices flowing. I found a recent post he did about why women buy jewelry. He’s got some interesting anecdotes and insight.
It got me thinking more about the Right Hand Ring campaign. Here’s some sample copy from the campaign.
Your left hand says red and thinks roses. Your right hand sees red and thinks wine. Your left hand says “I love you.” Your right hand says “I love me, too.”
Your left hand believes in shining armor. Your right hand thinks knights are for fairy tales.
A diamond is forever. Forever. Timeless. Forever unique. Forever a force of nature. Forever all the things that make you a woman.
Your left hand says you’re taken. Your right hand says you can take over. Your left hand celebrates the day you were married. Your right hand celebrates the day you were born.
This is just a sample – but the message seems to be aimed at the “really strong woman who does not need a man to buy her jewelry.” Now, I do like some of the copy. But I just wonder, what is the reason why a woman buys diamond jewelry for herself?
I’ve got some purely anecdotal research, but there seem to be some common themes:
- To remember a special place – i.e. purchase the jewelry on vacation -somewhere that has special meaning to you.
- To celebrate a special occasion – it could be a promotion at work, a significant birthday, an anniversary of importance (not marriage but perhaps something like a date of sobriety, or a year surviving breast cancer)
- To bond with someone they care about – mother and daughter buying matching jewelry, two best friends buying matching jewelry
- Gifts – wanting to commemorate a special moment/success/celebration of someone they love.
Those are just a few that come to mind. I think there’s a HUGE opportunity here for those who are marketing jewelry to women to create messages that resonate with women on a deeper level by understanding her deeper motivation.
Sure, there are strong independent women out there who want to buy a diamond to make a statement of independence, self-esteem, and perhaps even “I don’t need a man”. But I just don’t think the “I don’t need a man” is a big reason why women buy diamond jewelry.
What do you think? Any women out there who've bought diamond jewelry for yourselves? What was your motivation?