[Jewelry making - Article 01046] - [Orchid] Women and self-purchases

[Suzanne Wade]

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Hi all!

    I'm working on an article for Lapidary Journal on the opportunities
    and challenges of selling women's jewelry to women. Conventional
    wisdom and marketing research suggests that women are increasingly
    buying jewelry for themselves, rather than relying on significant
    others to buy them jewelry as gifts. What I'm wondering is how does
    that change the type of jewelry that sells, and does it mean jewelry
    retailers, designers, and artists should change the way they
    merchandise, display, and sell jewelry? 

    I'm interested in any and all observations about self-purchase
    versus gift buying, and any thoughts on what women are looking for
    when they buy jewelry for themselves. Are they more or less
    adventurous in design and materials? Do they tend to spend less money
    when they're buying for themselves, or more? Any thoughts on what
    encourages women to make a purchase, versus what tends to lead to
    their closing their wallet and walking away? And where do they make
    these purchases -- the mall, the local jeweler, craft fairs, etc.? 

    I look forward to your responses! 

Suzanne

Suzanne Wade
Writer/Editor
suzanne AT rswade.net
(508) 339-7366
Fax: (928) 563-8255
www.rswade.net

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