Jewelers Mutual Group, an insurance company specialising in the jewellery sector, recently released insights into the world of consumers self-purchasing jewellery. A survey conducted by Jewelers Mutual to better understand the unique buying habits of self-purchasers found that holidays and birthdays are the most significant motivation for people to buy jewellery for themselves. These results illuminate the importance of nurturing self-celebration and prioritising well-being and happiness during the holiday gift-giving season when self-care can be forgotten.
Krystle Craycraft, Senior Vice President of Marketing and Digital at Jewelers Mutual, said, “Jewellery is so much more than metal and stone; it’s a symbol of independence and self-expression,”. “As we continue our work to elevate the love of jewellery, these findings reinforce the significance of empowering individuals to treat themselves to beautiful and meaningful jewellery, regardless of the occasion.”
The research also found that female self-purchasers are significantly more likely to purchase necklaces and earrings while males purchase watches. Half of respondents reported buying jewellery for themselves only once a year, indicating room for increased self-celebration. Passing on jewellery is important to self-purchasers, and 96% of self-purchasers either plan to or are considering passing down their fine jewellery.
The study revealed the need for more education around the importance of professional inspections, with 39% of self-purchasers claiming they never have their fine jewellery inspected.