Insurance company Jewelers Mutual has released the results of a survey looking into consumers’ yearly jewellery self-purchasing habits. The findings highlight the rising link between self-care and jewellery purchasing, wherein holidays and birthdays prove to be the most significant motivation for consumers to buy jewellery for themselves.
The trend towards self-purchasing jewellery during special gift-giving occasions, such as holidays and birthdays, illuminate consumers’ growing prioritization of mental wellbeing, self-care, and self-celebration. Krystle Craycraft, senior vice-president of marketing and digital at Jewelers Mutual, says, “Jewellery is so much more than metal and stone; it’s a symbol of independence and self-expression.”
Additional findings from the survey include:
- Gendered trends in jewellery purchasing: Female consumers are more likely to purchase necklaces and earrings, while male consumers prefer watches.
- Frequency of self-purchases: Half the respondents reported they only buy jewellery for themselves once a year.
- Heirloom motivation: 96 per cent of self-purchasers consider potentially passing down the jewellery they buy for themselves.
- Jewellery protection education: 39 per cent of self-purchasers confirm they have not had their fine jewellery inspected.
