| Historically, marketers of fine jewelry | | | | layered look. |
| have targeted their advertising | | | | Thus the designs of fine jewelry offered |
| campaigns primarily towards men, but | | | | in the market today are as varied as |
| times have changed. With powerhouses | | | | each designer's imagination. Even the |
| like Debeers leading the way with their | | | | traditional industries of diamonds and |
| famous right hand ring campaign, | | | | pearls have had to use modern technology |
| jewelers have realized that the modern | | | | and upgrade their designs to keep up |
| woman is now the target consumer and the | | | | with the demands of the female consumer. |
| rest of the industry is taking notice. | | | | These consumers are no longer satisfied |
| Men still tend to purchase the higher | | | | with the status quo; they don't want |
| ticket items, but they buy for special | | | | just the round white diamond or the |
| occasions, namely engagements, | | | | round white pearls. Diamonds are being |
| anniversaries, birthdays and Christmas. | | | | color treated to come in blue, green, |
| The workingwomen today have strong | | | | pink, yellow, brown and black. They are |
| purchasing power and equally strong | | | | being cut with names like the asscher |
| opinions of what they like. And what the | | | | cut, cushion cut, radiant cut, |
| modern woman wants, the modern woman | | | | criss-cut, lily cut. In fact, now that |
| buys. In fact, according to the JCK | | | | laser is cutting diamonds, many firms |
| magazine, 80% of all jewelry purchasers | | | | are out there putting their own spin on |
| today are women. | | | | traditional cuts and renaming the cuts |
| What are they buying? What is it that | | | | after themselves. |
| women are buying and not buying today? | | | | Also, pearls are hotter then ever. Some |
| The first thing they want is "Big" with | | | | of the biggest name in jewelry designer |
| a lot of bling. They are doing this by | | | | made their mark specializing in pearl |
| sometimes sacrificing the quality of | | | | designs. Pearls are now being dyed every |
| stone for size, other times by choosing | | | | color under the rainbow and laser |
| pieces with multiple diamonds that give | | | | treated to turn them chocolate brown. |
| the illusion of a big look. The days of | | | | The cast offs that used to be thrown |
| women being satisfied with a plain gold | | | | away are being turned into designer |
| wedding band is gone. Anything paved, | | | | masterpieces. Every part of the oyster |
| basically small round diamonds set | | | | is used to make all different shapes and |
| everywhere, with minimal metal showing | | | | size pearls. Cultured, Tahitian, south |
| is in hot demand. | | | | sea, fresh water, mother of pearl, mabe |
| And the second thing they want is | | | | pearls come in all shapes and sizes. In |
| color…lots and lots of it. In fact, | | | | the past, the Japanese dominated the |
| They are opting for alternative | | | | industry with their traditional akoya |
| semi-precious stones set around | | | | pearl strands, but then the Chinese, |
| diamonds, rather then going for the | | | | Australia and many of the South Sea |
| traditional pricier precious stones. | | | | regions came up with their own farming |
| Sales of the traditional sapphires, | | | | techniques to make their mark with their |
| emeralds and ruby stone jewelry have | | | | own pearl specialties. |
| plummeted and have been replaced by the | | | | Women today want fashionable jewelry, |
| colorful and "cheaper" alternative | | | | they follow not only the fashion runway |
| semi-precious stone jewelry. All colors | | | | trends, but also their fashion icons. A |
| sell and the popularity of a certain | | | | diamond circle of life necklace worn by |
| color will vary with the season and | | | | an icon such as Oprah Winfrey can start |
| fashion. Beryls, rubellite, rhodolite, | | | | a major frenzy that can last up to 3 |
| garnet, topaz, citrine, garnets, jade, | | | | years. Women want versatility in their |
| tourmalines, periodot, amber, carnelian, | | | | jewelry. They want jewelry they can |
| jade, the selection and colors are | | | | wear to the office as well as go out to |
| endless. Pink and blue-green are always | | | | dinner and just plain live in. They |
| hot colors. | | | | want anything that gives her a feeling |
| Not only are stones big in rings but | | | | of change from day to night or that she |
| also gemstone bead strands have been the | | | | can color coordinate with different |
| hot ticket item the last few years. | | | | outfits. |
| Tourmaline, peridot, topaz, iolite, | | | | So whether it is a ring, earring, |
| jade, lapis, onyx, beryl mixed with gold | | | | bracelet or necklace, it is all desired |
| beads, pearls and accented with big | | | | as long as it is accented with diamonds, |
| centerpiece pendants have been popular. | | | | stones or pearls. The price point that |
| After enduring a decade of the white | | | | woman buy for themselves is still a lot |
| metal and diamonds minimalism look, | | | | less then what men spend on average, but |
| women revolted and the "bigness" of size | | | | there is something to be said about |
| and color became the flavor du-jour for | | | | volume sales. Also where men have |
| women's necklaces. During the | | | | usually purchased traditional designs, |
| minimalist period where necklaces were | | | | women have forced the jewelry industry |
| all worn short, the necklaces of today | | | | to evolve and revolutionize in a short |
| have evolved to the belly button length. | | | | period of time. This is the power of |
| These necklaces are usually 32" or | | | | what women want. |
| longer and worn long or doubled for a | | | | |