08.02.2023

I can buy myself: women choose unique jewelry to emphasize individuality

Irina Omelchenko is a jewelry expert, stylist, and gemologist certified by HRD Antwerp (Belgium), SSEF, and Gubelin (Switzerland).

Miley Cyrus' song "Flowers" has become a real sensation on social media. And all because it has turned into an anthem for successful and independent women who know what they want and can create it for themselves: flowers, jewelry, travel and the life of their dreams. A new era has now begun not only in theory - it has become a reality that reflects social processes and has received a response from the jewelry market.

Irina Omelchenko

Twenty years ago, the term "self-purchaser" became a new catchphrase in the retail trade of women's jewelry. Women who achieved success realized that they didn't need a man to buy precious gems, as they could and wanted to do it for themselves. They purchase jewelry that marks the milestones of their happy and successful lives. Additionally, today we can observe a phenomenon where women lean towards an individual style that speaks to their personality, rather than competing with other women in the ability to acquire a trendy item. They boldly choose to be themselves rather than be like everyone else.

In 2003, the De Beers company noticed this trend and launched its most influential advertising campaign since the one presented in 1946, "A Diamond Is Forever".

The campaign "Women of the world, raise your right hand" was targeted towards successful women and asserted that it was possible to purchase diamond rings for the right hand - not related to marriage - as the left hand traditionally was reserved for engagement rings. As a result, luxury goods for women became a huge segment of the market, to which designers and retail chains joined in, as more and more women purchased expensive and exquisite items.

Today, practically all jewelry marketing is geared towards women. That's why slogans or hashtags like "Own a unique style" or "Let your style be an expression of your true self" are the messages that respond to the moods and feelings of women when they buy their own jewelry.

In other words, jewelry here serves not only as an expression of status, but also as a tool for expressing individuality. Such ornaments speak of a woman's little and big victories, memories, and moments in life. They are an extension of her on an emotional and intuitive level, an extension of "herself" and a reflection of her unique and incomparable inner world.

Collection of jewelry by Marco Bicego brand

I would like to draw attention to the fact that today women are significantly interested in the history of jewelry: who the designer is, how the jewelry is made, and what they symbolize. This means that we are not talking about imposed must-haves, but rather about individuality, uniqueness, and authenticity. Knowledge of the history behind the brand or the techniques used gives an understanding of the value of jewelry.

Marco Bicego

Thus, every woman, understanding her strengths, wants to emphasize them. So while conglomerates dictate what jewelry to buy, successful women prefer to express their uniqueness - not to be like everyone else, but to be themselves. It should be understood that not all women can wear the same rings, earrings, bracelets, and necklaces.

Collection of jewelry by Crivelli brand

The body and imagination of each woman are a separate world. Height, facial shape and wrists, fingers and earlobes, and, finally, a special vision of the world and a subtle sense of beauty are just a partial list of differences that modern brands creating jewelry for progressive women should focus on.

Today, precious gemstones must correspond to the main mission - to make women unique and give emotions, complement their unique style and carry not just a price, but a value. After all, they are that bright accent that without words can express beauty, taste, intelligence, and status. Thus, the choice of precious jewelry determines not just how a woman is perceived by others, but primarily her internal sense of self-worth.

There was a time when a woman who entered a traditional jewelry store would be ignored if she wasn't accompanied by a man. But times have changed, and today jewelry boutiques and brands offer women the products and services they deserve.

Crivelli

That's why all the jewelry presented in Il Cammeo boutiques is selected by a gemologist and jewelry expert. After all, the relevance and quality of the collection depend on who selects it. And it's important to have a good understanding of the quality of precious gemstones and not just be swept up in fashion, but to feel and often predict it.

All of this helps us create an atmosphere in Il Cammeo boutiques where every woman feels unique. It's a place where she can not only try on and choose any jewelry she likes, but also chat with stylists-consultants and gemologists, have a glass of champagne or a cup of coffee. This is the concept we support in each of our boutiques.

Collection of jewelry by CHIMENTO brand

Therefore, undoubtedly, the most important aspect of working in this segment is not even the atmosphere or marketing oriented towards successful women, but rather the quality and style of the jewelry that must correspond to their status, tastes, and preferences, and not impose trends or offer mass-produced products.

CHIMENTO

CHIMENTO

Based on the materials of jetsetter.ua

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