Why Women Buy Jewelry

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?

Comments

[Mary Schmidt]

Well, I don't need a man (I can buy dinner, houses, cars and - yes - jewelry without one). But, the real reason is simple - I buy jewelry (with and without diamonds) because I want it, love it, and if I don't buy it for me, nobody else will. (The cats don't quite get the whole work/money/possessions thing ;-)

Oh, and I buy it for both hands too!

[Jill Wright]

Although I don't work with diamonds, so far 100% of my customers have been women. The split is about 60:40 for themselves or as gifts, and all of the reasons you list above (except the "place" purchase) apply to my customers.

[Jewelry Expert, Amanda from All Women's Talk]

I still think that women focusing on decorating themselves wish to attract men's attention! Does it have anything to do with showing their strength?

[steven davies]

In my opinion women buy jewelry only to attract men's attention as Amanda said.But that it not the only way...

[Pawel]

ok

[Charlotte]

Wonderful and informative web site.I used information from that site its great.

[michael jones]

A wonderful post! Women really buy jewelry for the reasons you have pointed. But sometimes it is just the thrill of something beautiful.

[Hadden]

I think she likes it. I too like to buy jewelry and prefer CouponAlbum site (http://www.couponalbum.com) with discount coupons for it.

[Katja]

I just bought a diamond necklace for myself because it's beautiful and timeless. And, of course, because there's no one in my life at the moment who'd buy me jewelry (I'm 18 and financially independent, so this is more of a "not yet" than "not ever"). There will be some vague meaning attached to it in my mind, but the motivation was just that I wanted something pretty and high-quality.

[Lethukuthula xaba]

i personal think that woman buy jewellery because they want to look pretty and have something that they can value, because jewellery are very expensevi and can last for a long time .

[Ilyse Landsman]

Hey everyone…the fifth annual Jewelry Fair is coming to the Walters Art Museum, Thursday, Nov. 20-Sun, Nov. 23. This special event will compliment the exhibition Bedazzled: 5,000 Years of Jewelry. With more than 200 pieces from numerous culture and over five millennia, Bedazzled will present some of the Walters great master pieces as well as hidden treasures on view for the first time! Come Check it out!

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[Amy Rebecca Jewelry]

Women buy jewelry to feel good about themselves. Also they want fashionable, affordable jewelry. I make handcrafted one of a kind necklaces, bracelets and earrings. You can see my affordable designs at www.amyrebeccajewelry.com

[Vintage Jewelry Store]

Nice article. I agree with the author. What about me, I buy all the jewels because I like when all the people around watch on me. They just underline my nature beauty. Thanks for the post.

[silver bracelet]

Hi, very interesting site for jewelery.
I like it.
Nice work!

[Buy Engagement Rings]

Women buy jewelry bcz they want to show others that they had wear something more expensive than others. And to grab more attention ........

[Solitaire Rings]

Agreed...
its the showoff tendency that drives women crazy about Jewelry..

[Wedding Rings]

Jewelry is such a thing which suits more on women, thts why ..

[tiffany jewelry]

its shouldnt even be a question why women buy a jewelry...

haha clearly that we just love the feeling with a new and beautiful jewelry

[replica house]

Who knows why women do anything?

[curt]

Everyone knows women buy things because they can't resist a good deal.

You just have to make that deal irresistible.

Check out Stauer.com for some examples of that.

[CarolinaClover]

Some women spend thousands of dollars on designer clothing, shoes, and handbags. Some spend thousands on spa treatments or weekly mani-pedi's Some choose jewelry, because that's the thing that makes her feel pampered. Women are usually busy taking care of everyone and everything and the thing that takes care of them is one of the aforementioned "treats".

This has been my experience with designing and selling jewelry and accessories for 7 years at http://www.carolinaclover.com

I think the next discussion is...why do men make women feel guilty for buying themselves jewelry and not designer shoes, handbags, clothing or weekly mani-pedi's, how have we marketed to men in such a away that women now feel guilty for buying jewelry. I know my husband now turns the channel everytime "a kiss begins with Kay" comes on the TV. Overkill?

[tiffany keys]

Actually it is pretty good to see it..hehehe

[Bridget Rossi]

When my sister bought a diamond ring at a jewelry store in Indianapolis, she told me she felt high-level of satisfaction and achievement for herself! She bought that ring because she was motivated to celebrate the life she has until now. She had just finished her studies and now ready for a job. There are really many reasons why women buy diamonds!