PodcastsJan 12, 2026
The latest poscasttest
SurveysDec 15, 2020
Platinum Guild International Survey Shows Self-Purchasing Is on the Rise
According to the survey, self-purchasers don’t wait for a special occasion to treat themselves.
Here, a platinum and pearl necklace from Platinum Born, the collection exclusively distributed by Suna Bros. “We find that women self-purchasers are looking for versatility and enduring style in their jewelry wardrobes,” said Suna Bros. President Aron Suna.
New York—A recent study from Platinum Guild International USA looks into fine jewelry buyers’ motivation for purchasing.
Asked for whom they purchased jewelry in the past two years, 50 percent of survey respondents said themselves.
Out of those self-purchasers, 47 percent noted they made the purchase “just because,” while 32 percent said they gifted themselves for a major milestone birthday.
Seventy-three percent of the self-purchasers were women, compared to 37 percent who were men.
PGI also gained insights on those who purchased fine jewelry for other people.
When buying for others, 57 percent of respondents purchased fine jewelry for anniversary presents, 33 percent for Valentine’s Day, 21 percent for an engagement, 20 percent for a milestone birthday, 18 percent for Christmas or Hanukkah, and 18 percent “just because.”
Of women who purchased pieces for other people, 32 percent had purchased gifts for their mothers and 31 percent gifts for their significant others or spouses.
Men, meanwhile, overwhelmingly purchased jewelry for their significant others or spouses (74 percent) if not self-purchasing.
PGI revealed that 63 percent of Generation Z consumers surveyed had purchased jewelry for themselves within the last two years, compared with 45 percent of Millennials, Gen Xers and Baby Boomers.
“We are seeing strong growth in female self-purchasers in this round of research,” noted PGI USA President Jenny Luker.
“This sector of the market continues to increase, creating a greater opportunity for the jewelry industry to focus more resources on speaking to women directly. Women are buying handbags and shoes for themselves, some at considerable price points, and jewelry needs to be higher in their consideration set.”
Editors' Picks
Sponsored by
More on Surveys
The Latest
Weekly QuizOct 03, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsJan 12, 2026
Introducing My Next Question, the PodcastA monthly podcast series for jewelry professionals
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
PodcastsNov 27, 2025
Test Podcast With VideoTest Podcast With Video. New interview with Ada Lovelace.
PodcastsNov 25, 2025
Test New Podcast PostAbstract for tests. New Podcast interview with John Lennon, Jimi Hendrix and Jim Morison.
ColumnistsOct 09, 2024
Peter Smith: 7 Things to Know When Selling LuxuryAhead of the holiday season, Smith delves into the often subconscious reasons people buy luxury products for themselves or their loved ones.
AuctionsOct 09, 2024
Rolex Worn on Apollo 14 Mission Up for SaleThe GMT-Master “Pepsi” belonging to astronaut Edgar Mitchell is a standout in RR Auction’s online “Space Auction,” going on now.
MajorsOct 09, 2024
New Simon Campaign Invites Gen Z to ‘Meet Me At The Mall’The ads celebrate the mall culture of the ‘80s and ‘90s.
MajorsOct 09, 2024
PGI Launches New Virtual Sales TrainingRetail sales associates can access the video series on mobile to refresh their selling skills.
Policies & IssuesOct 09, 2024
GJNRF: Reaching Out, Rebuilding Futures For 25 years, India’s Gem & Jewellery National Relief Foundation has provided aid in the wake of war, natural disasters, and global crises.
AuctionsOct 08, 2024
Sotheby’s Selling Jewelry That Belonged to a Bulgarian TsarThe November auction will feature a collection of jewels owned by Ferdinand I, the first king of modern Bulgaria, and his family.
SourcingOct 08, 2024
Rio Tinto Begins New Phase of Production That Will Extend Diavik’s LifeCommercial production has begun underground at the Canadian diamond mine’s A21 pipe.
CollectionsOct 08, 2024
Sylvie Adds New Men’s BandsThe Texas-based jeweler collaborated with luxury clothing brand Uncommon Man on men’s bands designed with European influences.
SourcingOct 08, 2024
Is Current Diamond Industry Turbulence Shaping a ‘New Normal’? Industry players have found ways to cope with market conditions while working to reshape themselves in the face of emerging realities.
SourcingOct 07, 2024
Rio Tinto to Offer 76 Diamonds in 2024 Beyond Rare Tender The sales event, in its second year, features a selection of rare diamonds from the miner’s Argyle and Diavik diamond mines.
CollectionsOct 07, 2024
Olympian Kristi Yamaguchi Partners With Heller Jewelers on New CollectionA portion of the proceeds from the “Always Dream” collection will go to Yamaguchi's foundation, supporting early childhood literacy.
WatchesOct 04, 2024
Watches of Switzerland Clocks Another Acquisition—HodinkeeThe company said Benjamin Clymer will return to his role as head of the watch news website, which will maintain editorial independence.
