A New Kind of Romance!

Updated: Apr 11, 2023

Did you know that in this day and age, the great majority of jewelry purchased comes mainly from women themselves?

However, before we conclude that the days of men gifting us precious jewels as a symbol of love or to mark a special occasion are long gone - let's take a look at some revealing facts;

According to recent statistics, 80% of jewelry purchases are by women for themselves or gifting. 20% are done by men. Men spend more dollars (mainly due to engagement ring purchases) yet women buy three times the volume.

This data leads us to question - where has romance gone when it comes to fine jewelry?

Brilliant Romances

Let's go back in time to the 1950's and remember the one and only Elizabeth Taylor. Her third husband (Mike Todd) gifted her with spectacular jewels as a pure symbol of his love and adoration - including a brilliant diamond tiara amongst other truly incredible pieces.

Glimpsing to the 1960’s and 70’s when men like Richard Burton used to shower his then love and twice wife, Elizabeth Taylor in jewelry (diamonds, emeralds, pearls, you name it). The actor famously once said, “I introduced Liz to beer, she introduced me to Bulgari.” He gave Elizabeth some of the most spectacular and iconic pieces of all time from the sensational 33 carat Asscher cut engagement ring to the legendary “Peregrina Pearl necklace” that for centuries belonged to the Spanish Crown Jewels.

The one and only Jackie Kennedy Onassis was gifted quite the collection from her first husband, John F. Kennedy (including an iconic emerald and diamond engagement ring). Later, lavish additions from her second husband, Aristotle Onassis, were added to her collection. Aristotle gifted Jackie some of the most exquisite jewelry collections of all time.

Unforgettable is the gorgeous pink diamond engagement ring Ben Affleck gave to (his then fiancé) Jennifer Lopez, in the early 2000’s. Symbolic of his love for her, that ring made headlines all over the world.

As Seen in Hollywood

Who can deny the “glamour” and beautiful fantasy of seeing some great “On Screen Romances” defined by jewelry moments in some of the most romantic movie scenes of all time.

Remember the movie, Pretty Woman - Richard Gere gave Julia Roberts an unforgettable ruby and diamond necklace (by French Jeweller, Fred Joaillier) for a night at the Opera. Certainly a “fantasy” that many of us dream of living, there is just something so exciting and romantic for a woman about receiving a precious jewel from their man, the ultimate “gift from a man” to his woman, a jewel that lasts a lifetime.

A New Era

Generally, women are more financially independent than ever before. These days, women are the ones who take action and decide to buy jewelry for themselves instead of waiting for a man to do it for them.

From fashion to fine jewelry, women (regardless of marital status and especially in North America and Europe) shop for their own jewels through department and jewelry stores, online or via Shopping Television channels. I have personally witnessed this first hand for over 12 years in the industry. Even though we still see some amazing men taking pride and pleasure into the art and quest of getting their lady a precious jewel for a special occasion or even better “just because” - there is no denial that women are choosing to buy their own jewels more often than receiving them as gifts from their man. No longer waiting for their partners to do it for them, has become empowering and liberating for millions of women around the globe. While many traditional brands such as Tiffany’s or Cartier still focus their marketing towards “men buying for women in the name of Love” - many other brands are catering their campaigns towards the majority of current jewelry buyers: women!

What are your thoughts on the subject, do you prefer deciding on and buying a piece of fine jewelry for yourself or would you prefer to receive it from your romantic partner?