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