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Why do people buy jewelry?


A simple question: why do people buy jewelry

A simple question: why do people buy jewelry 

For me it is emotional. Whether for myself, or as a gift. Sometimes
it is a thoughtful emotion, like a symbol, other times I just get a
catch in my throat and buy…hard to articulate.

Of course…that is 90+% why I make it too :wink:



A friend of mine who is a fairly successful jeweler with a Main
Street store once told me he doesn’t really know why people buy
jewelry. He is glad they do buy it and he is good at selling it. But
admits he doesn’t understand it

Good question. Can’t wait to see what theories come forth. People
certainly buy jewelry for an emotional desire rather than a pragmatic
necessity. But even then a wedding or engagement ring is a social
expectation and becomes a necessity for cultural reasons.

Stephen Walker

A simple question: why do people buy jewelry 

No clue, if I can’t make it /or afford the materials it just doesn’t
happen for my personal purchases from self. Clients you are either
realy nice or hit them over the head with a big hammer, both seem to
work out the same in the end.

Demand Designs
Analog/Digital Modelling & Goldsmithing


The answer to this question is as varied as the people that buy
jewelry. Reasons include Engagements, weddings, anniversaries,
birthdays, special occasions, milestones in life, fashion, guilt and
investment to name just a few.

Greg DeMark


Uh, Sex? A simple answer. Have fun and make lots of jewelry.

Jo Haemer

No clue, if I can't make it /or afford the materials it just
doesn't happen for my personal purchases from self. Clients you are
either realy nice or hit them over the head with a big hammer, both
seem to work out the same in the end. 

Really? To me this is the easy question. Sure. People buy jewelry for
holidays, engagements, weddings, anniversaries, etc. But those aren’t
the real jewelry buyers. People buy jewelry because they recognize
something that they classify as beautiful, and that, when they put on
their bodies, they feel makes them beautiful, and simultaneously
sends the message that the recognize beauty and that the universe in
some way granted them the right to own that beauty. That is the
important reason why people buy jewelry. Of course there are many


A simple answer: They like it.

Jerry in Kodiak


…because they can’t make their own?

They BUY it because they don’t have the metals, gems, tools and
skills necessary. I buy a car because I think I need one and can’t
make my own.

I think the real question is: Why do people think they need jewelry?

My answers to that: status, superstition, religious traditions or
affiliations, non-religious traditions or affiliations, to call
attention to themselves, to curry favor with someone through a gift
of jewelry (why does the recipient need the jewelry?), because the
decoration of one’s body with jewelry increases a person’s perceived
self-worth, because that fancy-color sapphire is soooooooo

  1. To accessorize
  2. because its pretty
  3. To show off their status to themselves or other people.
  4. As a reward for a good job. Given or bought for themselves.
  5. To show expression of love
  6. To get out of the dog house.

David S. Geller


Here’s a scenario that might provide a slight bit of insight. Just
yesterday, 2 older ladies walked in the store. One, I had been
introduced to just a few months back by a customer/previous landlord,
one of the grand old dames of my midwestern city. The other was
introduced to me for the 1st time just yesterday by the recent new
acquantence. The previous one told me that her friend was looking for
a 1 ct diamond, and that she trusted me to treat her friend well.
After getting acquainted for a few moments, I excused myself into my
office to retrieve a 1.5 ct that I had bought off the street recently
for almost nothing. I showed it to the 2 ladies and both liked the

When I inquired of her intentions to wear the stone, she replied
that she wanted a solitaire pendant, and it would be a Christmas gift
for her sister. She told me that her sister had always talked of
having a 1 ct diamond pendant someday but that her sister and husband
had never been able to afford such an extravagance. Her sister was
older than herself, and she felt that her sister may never get that
necklace, so she wanted to make sure that her sister’s dream would
come true before she became too old to enjoy it. Price was never
mentioned, other than it was an estate diamond and a good value. When
I told her the price, she said yes with no hesitation. Nothing like
getting your asking price with no negotiation at all. Apparently, my
1.5ct had met her price expectations for a 1ct, so she didnt bother
haggling. Dont know-didnt ask.

At least on the surface, it appears that love of family is the
reason for this extravagant gift. She simply wanted her elder sister
to be happy. There may be other reasons, but that was the only one
made known.

Two lessons to be learned from this. #1- Emotion is a very powerful
force in jewelry sales. #2- Buying off the street can be extremely



Perhaps some people buy jewelry because they can not make it

Many people who can make jewelry buy jewelry made by other people
because they are jewelry collectors as well as jewelry makers.

Michael David Sturlin


Cue Kool and the Gang…

“its a celebration”

but lasts alot longer than a night at the disco. In some cases you
celebrate an occasion. In others you celebrate the ability/capacity
to celebrate. There’s been less of the latter lately.


I just bought a great book called why people buy things they don’t
need and it deals with all gift categories not just jewelry; have
only gotten into the book but so far it seems to be emotional reasons
and that is also the best way to sell it; to get your customer to
attach an emotion to it.


Hello folks

I think the real question is: Why do people think they need
jewelry? " 

Why need? Maybe folks just want it for fun cos the piece is
whimsical or cute?

But that is a good collection of why people would wear jewellery, but
one missed was to hide behind - I used to wear jewellery to hide
under - people saw the chains and bracelets and didn’t look at me
closely- but now I wear it cos it is fun. And I wear a lot all the
time. [chuckle]

Bright Blessings
And before spelling is amended - this is Australia


why do people wear certain styles of clothes? adornment is as old as
known history. People love to feel they look their best and some buy
jewelry to feel better, whether its a status statement or vanity.


Jewelry entered the human experience right around the same time fire
did. It will be there at the end of our existence.

The need of human beings to possess jewelry is older than history
itself. In fact, much of the known history and understanding of early
man has been uncovered and explained by examining their crafting and
use of jewelry. Few things in human history are as universal and
consistent as the need for jewelry ownership; only artistic
expression and the need for food, water and shelter are as ancient
and widespread. To not understand the history and basic need of early
mankind to express themselves through the use of jewelry is to not
understand its importance in modern society and more importantly to
us in the trade, our function in filling this basic human need and
our own very human need to secure our personal place in history.

People need to show their love for others, and use jewelry as a
means of displaying their commitment and willingness to sacrifice.
The series of ads used by DeBeers some time ago asking men to give up
"three months salary" to show their commitment to the one they have
chosen to spend the rest of their lives with clearly reveals DeBeers’
understanding of and marketing to this most basic need of human
beings to demonstrate love and commitment through personal sacrifice.

People need to show their success. The number of claws on an ancient
bear claw necklace clearly displayed the hunting prowess of the
wearer for all to see. Bear claws have been replaced by Rolexes,
diamonds and other forms of jewelry, but the basic human need to
exhibit one’s success through jewelry hasn’t changed, and probably
never will.

People also have a deep-seated emotional need and desire to possess
personal and physical connections with the Earth. What better
connection can there be than to adorn oneself with rare and
beautiful pieces of the Earth skillfully fashioned by the hands of
talented craftspeople using the elements - fire, earth, water and
wind? This is the reason synthetics will never replace natural
People need to know their jewelry is of the Earth and
wrought by the hands of talented fellow human beings. They will
sacrifice a lot to ensure that it is.

There is also a basic human need to own things that are more
permanent than our mortal bodies. Few possessions are more treasured
upon the passing of a person’s life than their jewelry in the eyes,
hearts and minds of those left behind.

If we don’t understand the reasons why people need to own jewelry we
are missing out on one of the most intriguing facets of our chosen
path. We are also missing one of the most important tools available
when trying to sell it. If we don’t comprehend and can’t identify the
basic and often subconscious universally human reasons people need to
own jewelry, how can we, the supposed “experts”, help them to fill
their needs?

Dave Phelps


I experienced an instantaneous-out-loud-private-chuckle from David’s
true life reply. Right on!

Very humorous from both a “girlfriend” and “wives” point of view.
Personally - Been there, on receiving AND giving end ((1-6)), a few

Love you David!

Virginia Vivier

6. To get out of the dog house. 

The most expensive piece of jewelry I ever worked on was bought for
just this reason. The man who bought it was WAY in the doghouse.
Cost as much as houses were selling for in those days. It was a
platinum and diamond estate set that had formerly belonged to one of
the most famous people in the world. I suppose the original owner was
expressing status and reward for accomplishment. I wish I could say
more, but confidentiality, you know.


Before you can question why people buy the stuff you have to figure
out why you make it.