56 | The Jewelry Business Magazine The jewelry industry revolves around women. Men traditionally give jewelry to women. It is why women have always been at jewelry’s core. The connection of women and jewelry is powerful and primal. Today more women purchase their own jewelry. The self- purchasing woman is an important trend to factor into your business decisions from marketing to product selection. Today’s woman tends to be more financially independent. She has disposable income. She’s not restricted by the conventional frameworks of previous generations. Older generations tended to marry younger. Women were used to receiving important jewelry as gifts on important occasions—birthdays, anniversaries, holidays. Such women still may have to cross a threshold to feel comfortable buying important jewelry for themselves. They may have disposable income and be interested in jewelry, but by tradition do not buy major pieces for themselves. Sometimes just a suggestion— “Why not treat yourself?” or “You’re worth it!” will be enough to break a barrier. Younger generations tend not to have such taboos. Millennials marry later and women are following their own career paths. Today’s independent, self-supporting woman is interested in important jewelry and is comfortable buying it for herself. She’s attuned to fashion and considers jewelry as part of her fashion wardrobe. APPEALING TO THE WOMAN By Mia Katrin SELF-PURCHASING The jewelry industry revolves around women. Men traditionally give jewelry to women. It is why women have always been at jewelry’s core. The connection of women and jewelry is powerful and primal. SALES INVENTORY MARKETING