ПОЧЕМУ БОЛЬШЕ ЖЕНЩИН ПОКУПАЮТ СОБСТВЕННЫЕ УКРАШЕНИЯ С БРИЛЛИАНТАМИ
Buying designer diamond jewellery that speaks to your heart is more than exhilarating, it’s empowering. Like Ariana Grande would say, “I see it, I like it, I want it, I got it”. There’s nothing quite like buying that one (or two) diamond jewellery items that you love. Like we said, you saw the iconic design, you liked it, you bought it. And why not? Diamond jewellery that best expresses your style and personality equals pure happiness, right? Designer diamond jewellery is more than a representation of your love and commitment, it’s an expression of you, the wearer. For that, and many other reasons, more and more women have started purchasing their own diamonds.
While buying and receiving diamond jewellery as a token of your love and commitment is still a thing, most women love buying diamond jewellery as gift for themselves, and wait for it, even others. According to the De Beers Annual Diamond Insights Report 2018, single women increased their average spend on diamond jewellery, buying more jewellery with multiple diamonds and a higher number of carats. That’s right! In this case, size does matter and for that sales to single women continue to grow sales in total.
WOMEN’S SPENDING POWER IS INCREASING
Global diamond sales rose to US$80 billion in 2016. While these figures were mainly bolstered by demand from the United States, the world’s biggest diamond consumer, women purchasing diamond jewellery for themselves are proving a game-changer. Statistics show that self-purchase of diamond jewellery continued to rise – particularly among younger women – reaching one-third of all pieces acquired in the US.
Another fun fact, women’s self-purchase of diamond jewellery has grown from 23% to nearly 40% of the total market in this time. Women buy designer diamond jewellery for themselves to celebrate personal milestones, with most women over 45 saying that it was a treat “just because”. These brilliant and flawless women, like to be involved in the design process and make the key purchase decisions (4Cs) themselves.
THE MODERN WOMAN KNOWS WHAT SHE WANTS
The modern woman is independent, confident and she knows who she is and what she wants. Diamond jewellery is a sophisticated expression of just that; it resonates with the wearer’s style, taste and individuality. The freedom of buying diamonds for herself – selecting the size, the shape, the cut and everything in between, really allows a woman to express her individual taste. This is something many women miss when it’s a gift. The freedom of choice and expression that self-purchasing affords goes even further than that. Diamonds emanate luxury, which is why many women now prefer bespoke diamond jewellery. We are therefore seeing an increasing number of women who want to be involved with the design process and experience.
WOMEN BUY JEWELLERY AS AN INVESTMENT
According to auction house Bonhams Hong Kong, the traditionally male-dominated auction room is seeing more women making their own bids. Women are buying jewels for investment purposes: whether it is a one-off piece to add to a collection, an asset to add to a portfolio or an heirloom to perhaps gift a daughter one day. Unusual designs, vintage 19th century jewels, as well as exclusive designer jewellery are popular choices when it comes to investment pieces.
According to the Hong Kong auction house, more than 40 per cent of jewellery buyers are women; and this is a global trend. Women account for between a third and a half of buyers in the United States and Britain, respectively.
JUST-FOR-FUN JEWELLERY PURCHASES
Many women today buy designer diamond jewellery for themselves simply because they want to, and they can. A study by Mintel in 2015 revealed that more than half the women surveyed, predominantly professionals over the age of 45 and dubbed the “just becausers”, bought jewellery as a treat. The rise of the so-called self-purchasing woman is not new, but increasingly significant. It marks a newfound confidence in women. Self-gifting of diamond jewellery is not only a fail-safe way of making sure you get what you want but it’s also a declaration of power and independence.
JEWELLERY SIGNIFIES PERSONAL AND PROFESSIONAL MILESTONES
Diamonds represent what is authentic, unique, and strong. Diamond jewellery is not only an elegant way to express your personal style, but also sought after for their symbolism. Its permanence – being made of precious metals such as platinum and gold and set with the hardest stone known to humankind – makes a persuasive case for purchase to mark important life events – and to create new family heirlooms. These significant events can be anything, from a job promotion or performance bonus to surviving a serious illness, or even a divorce. A diamond creation purchased to celebrate important personal and professional milestones serves as a constant reminder and a meaningful symbol of strength, hope and courage.
FIND A PIECE THAT SPEAKS TO YOUR HEART AT SHIMANSKY
Women want jewellery pieces that signify their success and hard work, represent important personal and professional milestones, and that reflect their personal taste. Shimansky has a wide variety of iconic designs crafted to perfection. We invite you to visit a Shimansky showroom near you and browse our selection of signature designer jewellery. Alternatively, if you have something unique in mind, you are welcome to design your own bespoke piece in collaboration with a Shimansky jewellery designer.