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

Sylvie Jewelry Auranova Collection Campaign Imagery
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection

“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.

Pomellato Nudo toi et moi ring
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%

Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.

Deborah Meyers Experience The Birds Earrings
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ Earrings

Designer Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.

ejap cohort 1872x1052.png
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs

Six new retail businesses were selected for the 2025 program, which began in January.

Melee diamonds from De Beers
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid Uncertainty

The company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

×

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