Articles and News

Neenah, WI--Jewelers Mutual Group announced the release of its "2025 Jewelry Self-Purchaser Study," detailing trends in how consumers buy, store, and protect fine jewelry.

[Image via iStock.com/frantic00]

According to a press release, the research indicates that personal milestones, holidays, and spontaneous moments are the primary triggers for self-purchasing jewelry. The study found that rings are the most frequently purchased item, surpassing necklaces and earrings.

The report highlighted distinct shopping behaviors based on gender. Men typically purchase jewelry to mark achievements, while women are more likely to buy spontaneously. The study noted that in-person shopping at brand stores remains the preferred method, often supported by prior online research. Furthermore, nearly 60% of respondents identified as jewelry collectors.

Mike Alexander, President at Jewelers Mutual, stated that self-purchasing is personal and celebrates identity and achievements, as reported by the release. Alexander noted that consumers are becoming more intentional about their purchases and thoughtful regarding care and protection.

Regarding jewelry care, the release indicated fewer respondents are using potentially harmful cleaning methods, relying instead on professional jewelers for guidance. Most consumers store their jewelry in boxes or safes. While more than 70% of self-purchasers carry some form of insurance, the study found many rely on homeowners or renters policies rather than specialized jewelry coverage.

Read the release here.