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For generations, jewellery has held a place far beyond accessory status. It’s been a marker of celebration, emotion, power, and identity. But in recent years, the way women (and increasingly, all kinds of people) spend on jewellery has changed— and it's no longer just about tradition or gifting.
It’s about self-expression, smart choices, and long-term value.
Let’s unpack what’s really driving the modern jewellery purchase.
1. From Gifting to Self-Gifting
Gone are the days when jewellery was only gifted to women by others. Today, more women are buying jewellery for themselves — and they’re doing it proudly.
Whether it's to mark a personal milestone, celebrate a new job, or simply because they love how a certain piece feels on their skin — jewellery has become a form of self-recognition. And this has led to more intentional, individual spending rather than occasional gifting alone.
2. Investment Mindset Over Impulse Buys
The rise of conscious consumerism has influenced how people shop for jewellery. Instead of buying dozens of trend-driven pieces, there’s a noticeable shift toward investing in fewer, higher-quality items.
Gold vermeil, 925 silver, lab-grown gemstones, and ethically sourced materials are becoming non-negotiable. People are more likely to ask:
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Will this last?
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Can I wear this with everything?
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Is this worth the price I’m paying?
If the answer is yes, they’re willing to spend — and spend well.
3. Everyday Luxury is the New Norm
Jewellery is no longer kept hidden in a locker until weddings or family functions. Today’s buyers are embracing the idea of "everyday luxury" — jewellery that feels good on a Monday morning coffee run, a Zoom meeting, or a solo dinner date.
Spending habits reflect that shift. People are willing to invest in pieces that are minimal, versatile, and wearable — not just “occasion-worthy.” This means bangles, stackable rings, dainty pendants, and hoops are now wardrobe staples, not add-ons.
4. The Emotional Buy is Still Strong — Just More Personal
Jewellery still carries strong emotional weight — but now the emotion is more personal than performative. It could be a charm necklace that marks a life moment, a birthstone ring worn every day, or matching bracelets with a best friend.
And people are happy to spend when the piece carries meaning — not just shine.
5. Younger Buyers Are More Strategic
Even Gen Z, often labeled impulsive or trend-driven, are showing a surprisingly strategic jewellery spend pattern. They're researching materials, understanding long-term value, and often choosing brands that align with their values — like sustainability, transparency, and slow fashion.
For them, jewellery isn't just bling — it's a statement of identity.
Final Thought
Jewellery spending habits have evolved. It’s no longer about price tags or tradition — it’s about intention. People want jewellery that feels like them, lasts for years, and tells their story without needing to explain it.
And when it comes to spending? If it feels timeless, personal, and powerful — they’ll seal the deal, every time.