Trends

10 Jewels for the Self-Purchasing Female Consumer

TrendsApr 28, 2017

10 Jewels for the Self-Purchasing Female Consumer

Designed for women by women, meet a group of jewelry designers who are finding success by appealing to the customer who buys jewelry for herself.

20170428_SelfPurchaser-header_possible2.jpg
National Jeweler asked 10 independent female designers to pick a piece from their collections ideal for the female self-purchasing customer.

New York--Two groups have risen concurrently in the fine jewelry industry over the past several years: the self-purchasing female customer and the female jewelry designer.

And their mutual ascent isn’t a coincidence.

“We don't necessarily target this consumer group, at least consciously,” jewelry designer Jennie Kwon said of the self-purchasing female consumer. “But I think it happens organically, as I myself am a self-purchasing woman and ultimately, my designs reflect what I think is beautiful and what I love to wear.”

Kwon said that self-purchasers make up the majority of her clientele, while designer Marla Aaron revealed that 95 percent of her customers are self-purchasing.

“I started the collection because there were pieces of jewelry that I wanted for myself and I couldn't find,” said Aaron, who has a made a name for herself with her unique fine jewelry locks combining precious metals with functional hardware.

“Jewelry is intimate and deeply personal, and it makes complete sense that women would like to reward themselves with pieces that they have especially chosen and that reflect who they are,” she explained.

There also are clear benefits in a consumer picking out a piece of jewelry according to their own specific taste: it eliminates the stress that comes with gifting, particularly at a luxury price point, and the letdown that comes with being on the receiving end of an unwanted present.

These are things many female designers have experienced from a consumer standpoint.

“I've always had a strong sense of what I love to wear in jewelry,” designer Elisa Solomon said. “My husband jokes that he can never buy me jewelry, and it really is true. I love that women know what they want and go for it.”

When consumers buy for themselves, it also significantly reduces the rate of return.

“I prefer for a purchase to be by a self-purchaser because it ensures that the customer will end up with a piece that they truly love,” designer Selin Kent confirmed.

Ann Ko, the designer of Liven Co. agreed, saying, “Satisfaction has a higher value than surprise.”

Female Buying Power
According to the United States Department of Labor’s “Women in the Labor Force in 2010” report, women made up 47 percent of the total American workforce that year.

With more women working than ever before, self-purchasing is on the rise.

In an article published last month on National Jeweler on the “midult”--Generation X females

between the ages of 35 and 55--Jewelers of America’s Director of Public Relations and Events Amanda Gizzi said of the demographic, “She has been in the workforce for over fifteen years and is established in her career. She makes her own money and isn’t afraid to spend some of it on herself.”
“Satisfaction has a higher value than surprise.”--Ann Ko, Liven Co.
Designer Priyanka Kedia of Ayva Jewelry agreed.

“(Women) are transforming the marketplace,” she said. “They are no longer waiting for their men or partners to buy them jewelry. They now buy jewelry as tangible evidence of their successes and as a reward for their hard work.”

Part of this consumer trend is due to the availability of fine jewelry at non-exorbitant price points.

Last month, Marty Hurwitz, CEO of MVI Marketing, told National Jeweler that the typical retail price range for jewelry self-purchasers was between $95 and $995, which aligned with the results of a survey National Jeweler and Jewelers of America conducted last year in which jewelers confirmed that outside of the bridal market, their average price per unit sold was under $1,000.

Delicate Jewelry
Attainability remains key in fueling the self-purchasing phenomenon, and the delicate jewelry trend has been instrumental in keeping costs low, proving itself a mainstay in the market.

Designer Wing Yau of fine jewelry brand Wwake has been a stand-out in the layering, delicate jewelry arena, carving out a distinct, minimalist aesthetic focused on tiny opals, diamonds and gemstones.



“It’s a new age of jewelry purchasing,” Yau said. “Our customers are independent and thoughtful--they’re not waiting for men to buy them nice things anymore. More than anything, they do it for themselves.”

Kwon’s jewelry also is of a delicate, stacking nature, with plenty of options that retail for under $1,000.

“We've found that the pricing and aesthetic of our pieces are at sort of a sweet spot for the self-purchasing woman,” she said. “The unique-yet-wearable design of our pieces, as well as the luxurious feel of them despite their somewhat dainty scale, really resonates with this particular demographic.”

Brands today are relying on the exact opposite mentality of the “keep-it-in-the-safe” attitude of generations past, creating pieces that function as an effortless uniform, appropriate to wear in any situation.

“Everyday, flexible pieces are a priority for busy modern women,” Ko emphasized. “A fine piece that goes with everything, can be dressed up or down, and still offers great style is worth buying.”

A Cultural Shift
As more women and men delay marriage or put it off altogether, several designers stressed that fine jewelry no longer needs to be a purchase relegated to engagements and anniversaries, saying that instead, women are marking any number of life events with a self-purchase.

“Our core customer is a self-purchasing woman who buys herself jewelry in honor of her own milestones--usually little earrings or rings that they can wear every day as a sweet reminder of their achievements,” Yau said.

Meanwhile Page Neal, the co-founder and one half of the design duo behind fine jewelry brand Bario Neal, is looking far beyond her brand's bridal customer, hoping to engage with their audience through all aspects of life.

“We believe that our lives are rich with experiences of all kinds: triumphs and sadness and joy,” Neal said. “Monumental events and rites of passage that invoke our humanity are not limited to engagements, weddings and anniversaries. Jewelry has the power to mark these moments with a reminder that you can both wear throughout your life and pass on later as a token of strength, resilience and fortitude. This is the time to treat and celebrate yourself.”
“It’s a new age of jewelry purchasing. Our customers are independent and thoughtful--they’re not waiting for men to buy them nice things anymore." -- Wing Yau, Wwake
Designer Ariel Gordon also feels that fine jewelry is the ideal product to sate the self-purchasing need for an ever-evolving consumer.

“There is a new, more mindful shopper who places a premium on products that offer craftsmanship, usefulness and versatility,” she said.

But Ayva Jewelry’s Kedia adheres to an even more democratic philosophy when it comes to buying oneself jewelry.

“The best part about self-purchasing is that you don’t need a reason to treat yourself,” she said.

Connecting with the Female Self-Purchaser
When asked how brands were directly targeting the self-purchaser, designers’ answers all had something in common: an emphasis on social media.

“On Bario Neal social media, we have a weekly post titled ‘More to Celebrate,’” said Bario Neal's Manager and Design Administrator Sarah Maltais. “Our hashtag #moretocelebrate is our call to remember that rites of passage extend beyond weddings, engagements, and anniversaries. We think we should honor our own personal struggles and accomplishments.

“We engage our customers with the question, what do you want to celebrate? And what ring stack would you choose as a physical reminder? (Examples of) past customer commemorations have included finishing graduate school, submitting a first film to a festival, paying off consumer debt, quitting a job to travel and write, finishing a dissertation and PhD program, and buying a first house,” she said.

Brands specifically noted the visual appeal of Instagram and how showing their jewelry worn or photographed in an aesthetically pleasing way helped customers relate to the product.

“We use inspiring images and realistic photographs on Instagram to ensure that our brand is both relatable and accessible,” Yau said. “My goal is to be with our customers every step of the way.”

Ultimately, independent female designers have the direct advantage of understanding the self-purchasing demographic because they are a part of it.

Kent emphasized, “My collection is not only designed by a woman for woman, but inspired by them.”
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Historic and modern photos of diamond grading GIA
GradingMay 26, 2023
State of the Diamond Industry: AI and the Future of Diamond Grading

Gemologists have long used machines in diamond grading but technology has made it possible for them to “learn” how to do it on their own.

Supplier Spotlight Webinar John Pollard and Garry Holloway
Recorded WebinarsMay 26, 2023
Watch: Diamond Cut Quality: The Final Frontier Part 2

Supplier Spotlight Sponsored by IGI

My Next Question webinar series episode on selling lab-grown diamonds
Recorded WebinarsMay 26, 2023
Natural and Lab-Grown Diamonds: What It’s Like to Sell Both

Watch retailers Jeffery Bolling and Bobby Bengivengo discuss employee training, customer education and the sticky subject of future value.

LAB230043_Dossier_NJ_1872x1052_V1.jpg
Brought to you by
The Next Step for GIA Diamond Reports

The most trusted diamond report, available in print or the GIA App.

Models wearing Calvin Klein watches and jewelry
FinancialsMay 26, 2023
Movado Sales Slip in Q1 Amid Inflation Woes, Tough Comps

The company has plans to revamp the Movado brand and offer less expensive watches this year.

Weekly QuizMay 25, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Bulgari necklace set with 118.35-carat unheated Sri Lankan sapphire
AuctionsMay 26, 2023
Piece of the Week: A Bulgari Sapphire and Diamond Necklace

Set with a 118-carat unheated Sri Lankan sapphire, it just sold for $3.4 million at Phillips jewelry auction in Hong Kong.

noamcarver-videoimage.png
Supplier BulletinMay 25, 2023
RAE Fine Jewelry Collection Debuting at JCK Luxury 2023

Sponsored by Noam Carver

Cover-WN19-Back-&-Front_V5-RGB-(1)_Community.jpg
Brought to you by
Beyond Borders: Crucial Factors in Colored Stone Origin Determination

Navigate origin determination with Continuing Education seminars offered by the GIA Alumni Collective™.

Graphic of phishing scheme
TechnologyMay 25, 2023
State of Retail: Why Jewelers Need to Invest in Cybersecurity Now

As cybercrime incidents threaten the industry, jewelers need to know what they’re up against and the best ways to protect their businesses.

Louis Anthony Jewelers remodeled exterior
IndependentsMay 25, 2023
Louis Anthony Jewelers Is Remodeling and Expanding

The Pittsburgh jeweler is redoing the lighting and showcases, and adding a full hospitality bar as well as new shop-in-shops.

Yurman Family Crystalline Pass at American Museum of Natural History in New York City
SourcingMay 25, 2023
David Yurman Unveils Quartz Exhibition at AMNH

The Yurman Family Crystalline Pass is inside the museum’s brand-new Richard Gilder Center.

Stanley Zale new principal consultant Hill & Co.
MajorsMay 25, 2023
Stanley Zale Joins Hill & Co. as Principal Consultant

Zale has more than 40 years’ experience in the diamond industry, including 17 years as Stuller’s VP of diamonds and gemstones procurement.

 Welcome to Fabulous Las Vegas Nevada sign
Events & AwardsMay 24, 2023
New To-Dos in Las Vegas During Jewelry Market Week 2023

The Strip is full of new restaurant and entertainment offerings.

A text conversation between a chatbot and a human
EditorsMay 24, 2023
How Jewelers Can Make the Most of ChatGPT

From what ChatGPT is to how to use it, this is the explainer tailored to jewelers.

127-carat Type IIa pear brilliant-cut Light of Peace diamond
AuctionsMay 23, 2023
Christie’s to Auction 127-Carat ‘Light of Peace’ Diamond

The D-color, internally flawless, Type IIa stone will be offered without reserve.

National Jeweler columnist and jewelry sales expert Peter Smith
ColumnistsMay 23, 2023
Squirrel Spotting: The Case of the Pricey Repair

When it comes to pricing jewelry repairs, you should start by asking a simple question about the piece at hand, Peter Smith writes.

Pat Henneberry
IndependentsMay 23, 2023
Pat Henneberry Joins Veer

The industry veteran will serve as the diamond jewelry supplier’s head of business development.

Bruce Rubin Senior Vice President Frederick Goldman
MajorsMay 23, 2023
Bruce Rubin Joins Frederick Goldman

He is the company’s new senior vice president of sales and business development.

MajorsMay 23, 2023
New Approach School for Jewelers Announces Gemvision Partnership

The Tennessee school’s CAD Academy is now offering training in Gemvision’s MatrixGold software.

An International Gemological Institute diamond report
GradingMay 22, 2023
Blackstone Officially Inks Deal to Acquire IGI

Blackstone is buying the 80 percent stake in the lab owned by a Chinese company as well as the 20 percent held by the Lorie family.

Colored gemstones from Anza Gems
SourcingMay 22, 2023
State of the Colored Stone Market: Dropping Some Valuable Gems

In a collection of Q&As, key players give insight on supply, demand, the importance of origin, and whether the “Color of the Year” matters.

De Beers polished diamond in tweezers
SourcingMay 22, 2023
De Beers Consolidates Auctions as Diamond Sales Lose Steam

The company confirmed it will be combining the auctions for the fifth and sixth sales cycles into one.

Belit Myers, Coby Blanchard, Taylor Burgess, Tiffanie Ortis
MajorsMay 22, 2023
Stuller Promotes Four Employees Amid Organizational Update

Among other changes, Stanley Zale, the former vice president of diamonds and gemstones, is leaving the company after 17 years.

2023-2024 American Gem Society International Board of Directors
MajorsMay 22, 2023
AGS Confirms Members of 2023-2024 Board of Directors

One new addition was announced at the Conclave membership breakfast.

JAR Eye bangle Christie’s Geneva
AuctionsMay 19, 2023
It’s a White-Glove Sale for JAR Jewels at Christie’s

The 28-piece collection is the largest to be offered at auction.

An International Gemological Institute diamond grading report
GradingMay 19, 2023
Report: Blackstone to Buy IGI for Up to $550M

The deal could be signed as early as this weekend, according to a report by The Economic Times.

Marie Lichtenberg ruby and diamond check locket
CollectionsMay 19, 2023
Piece of the Week: Marie Lichtenberg’s ‘Check’ Locket

It’s an ultra-luxurious version of the designer’s signature style.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy