Why Don't Women Treat Themselves to Fine Jewelry?

I’ve been a jeweler for 34 years now. Way back at the beginning, I remember the World Gold Council rolling out a huge marketing campaign, encouraging women to buy gold jewelry for themselves. Blanketing every media known at the time from billboards to television to magazines to radio (a la the way DeBeers did with diamonds before that), with the message “Nothing feels as good as gold.” Letting women know they are “worth it.”

The Mystery of Women Not Buying Fine Jewelry for Themselves

Was this massive marketing effort successful? Nope.

At the time I thought, “Such a shame. I guess this concept is before its time.”

will not indulge themselves when it comes to fine jewelry. This despite the World Gold Council continuing to push the theme of self-purchase:

But, they will draw the line on fine jewelry...

“It needs to come from my husband (partner/boyfriend/father).”

“Ohhhhh, that’s too much to spend on myself.” (Says the gal sporting Louboutins)

“Maybe if I have a windfall with my tax return.” [Insert yawn here]

What’s up with that? Just a few women buy nice jewelry for themselves…and they’ve figured out they really enjoy it, and are doubling down on that program. But the rest of y’all…?

Something made by an artisan, not by a child living in indentured servitude. Something that becomes your “personal classic,” as opposed to a fake “jewel of the moment.”

Think how amazing it will be, when ten years from now you put on the necklace that commemorated a career success…right when you need some encouragement. Or, how lovely it would be to put on those special earrings at your 40th birthday party, realizing you’ve received compliments on them for 15 years. How triumphant you would feel putting on the bracelet you bought to commemorate one year cancer-free.

Realize this: many women come to Alara with silver pieces that originally belonged to their mother, grandmother, aunt, or dear friend--needing it sized, adjusted, or refurbished a bit. The excited emotion that comes with them donning those items after the necessary repairs is palpable. As they beam broadly, they say, “This came from my mom.” Wow.

You can be the start of a similar tradition. Don’t wait. Select a personal classic. Wear it often. Pass it down later.

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