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Women are increasingly purchasing jewelry for themselves.
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Never underestimate the buying power of a woman – especially when it comes to jewelry. The women’s jewelry self-purchase market is growing. Women who once thought of jewelry only as a gift are now also buying it for themselves in greater numbers.
In fact, a 2002 study by the Jewelry Consumer Opinion Council found the majority of females who planned to make a jewelry purchase before the end of the year were likely to make the purchase for themselves. Favorite jewelry categories for self-purchase were: rings, earrings or necklaces with colored stones, such as rubies, emeralds or sapphires; and diamond earrings.
Why do women purchase jewelry for themselves? The answer is as varied as the woman. Some women may shop for an important life event, such as a special birthday, a career success, or to commemorate a special occasion. Still other women may see a particular item of jewelry that simply appeals to their tastes or complements their wardrobe.
Jewelry can be a strong statement for women who are self purchasers. Its inherent permanence (fine jewelry is made from natural gems and minerals and set in durable metals like gold, platinum, and silver) lends itself as a purchase that can be worn daily and later passed on to the next generation.
GIA, an independent nonprofit organization based in Carlsbad, Calif., encourages consumers to have a basic understanding of gems and jewelry before making a purchase. GIA’s Web site (www.gia.edu) includes a number of helpful items to empower consumers, such as its on-line tutorial, How to Buy a Diamond. This informative, interactive tutorial instructs visitors about the 4Cs (cut, color, clarity and carat weight) and how they can be used to determine the value of a diamond. The site also features articles on such topics as choosing a jeweler, buying estate jewelry, understanding colored gemstones, and keeping a diamond clean. The Institute’s ultimate goal is to protect the interests of the buying public.
GIA also recommends consumers only buy from a jeweler or salesperson with the proper credentials – such as a Graduate Gemologist (G.G.) or a Graduate Jeweler (G.J.) diploma. These credentials signify the jeweler has been trained to identify and grade diamonds and many other gemstones and gem materials. GIA has been teaching gemology and related subjects since 1931.
For more information about GIA, or its educational programs, call at 800-421-7250.
Oct. 15, 2002
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