I am an idealist, an optimist, a romantic, often a traditionalist. My writing mostly revolves around the beauty in our lives.
What Is The Significance Of Jewelry?
Jewelry has symbolised love, beauty, gratitude, religion, wealth, status and power since ancient times.
The beauty of jewelry is truly in the eye of the beholder, as each piece is a personal selection, based on specific sentiments, tastes, opportunities and budgets.
Perforated snail shells represented great beauty in Africa 75,000 years ago, whereas their value today lies fully in an historical and anthropological context. We have adorned ourselves since we first started wearing clothes around 100,000 years ago. The materials have developed through time from raw, organic shells, stones, feathers and bones, to malleable metals and gemstones, which have reformed from crude, rustic formations to refined, almost flawless pieces of art.
Engagement and wedding rings are unrivalled in our lifetime as the sentimental favourite and most symbolic pieces of jewelry. These items represent love, hope, companionship, family and future, which fully represent the fundamental goals of modern life.
The most magnificent pieces of jewelry have belonged to royal families throughout history, but every person has a favourite piece, regardless of dollar value, and whether or not they have gifted it to somebody special, or they are themselves, the fortunate recipient.
Is The Diamond Engagement Ring The Ultimate Jewelry?
The diamond engagement ring, in terms of the history of jewelry, is a new phenomena.
The discovery of enormous diamond deposits in South Africa in the late 19th Century created an abundance of diamonds in the market, ironically threatening to make common the magnificent gemstone. The cartel, De Beers, was created in 1888, to control supply and demand of the diamond stockpile, and to develop the myth that diamonds were indeed rare and invaluable, and therefore highly desirable and very expensive. (1)
The ultimate De Beers marketing coup occurred during the economic Depression of the late 1930s, when their advertising campaigns convinced potential young husbands that they should invest at least a month's salary in a diamond engagement ring for their girl, and that their personal and professional success depended on this particular piece of jewelry.
The De Beers "A Diamond Is Forever" marketing campaign was relentless and some of their targeted audiences, such as high school girls in the American classroom, are almost unimaginable today. They promoted movie stars, celebrities and socialites, proudly displaying dazzling diamond engagement rings, so that women and men throughout America believed that this was the romantic norm. The diamond engagement ring must have represented marvel and hope to depression-deprived and war-weary couples, who eagerly wagered so many scarce dollars on such a small stone.
Frances Gerety, the De Beers advertising copywriter for 25 years from 1943, penned this early persuasive text, which convinced a generation of an unquestionable, new tradition - “Star of Hope: The engagement diamond on her finger is bright as a tear - but not with sadness. Like her eyes it holds a promise - of cool dawns together, of life grown rich and full and tranquil. Its lovely assurance shines through all the hours of waiting, to kindle with joy and precious meaning at the beginning of their new life to be.” (2)
Between 1939 and 1979, De Beers's wholesale diamond sales in the United States increased from $23 million to $2.1 billion. (3) In recognition of a stellar advertising pitch, the company's advertising budget correspondingly soared from $200,000 to $10 million a year during the same period. (4)
Source (1) - http://www.sbs.com.au/news/article/2015/02/15/how-ad-campaign-invented-diamond-engagement-ring
Source (2) - http://www.nytimes.com/2013/05/05/fashion/weddings/how-americans-learned-to-love-diamonds.html?_r=0
Sources (3) and (4) - http://www.sbs.com.au/news/article/2015/02/15/how-ad-campaign-invented-diamond-engagement-ring
The Most Beautiful Jewelry - Diamond Rings
Which Is Your Favourite Diamond Ring?
The Most Beautiful Jewelry - Diamond Necklaces
The Most Beautiful Jewelry - Diamond Bracelets
The Most Beautiful Jewelry - Diamond Earrings
The Most Beautiful Jewelry - Diamond Brooches
Where Do Americans Buy Their Jewelry?
Fast Facts On Jewelry Spending Trends In America
- Overall sales in fine jewelry and watches in 2014 = $78.08 billion.
- Average household expenditure on fine jewelry and watches in 2014 = $612.
- The profile of the biggest spender on fine jewelry = A married person between the ages of 55 and 64 years old who lives in an urban area in the Midwest with a population of 1–2.5 million. This person has a bachelor's degree, works as a manager or professional, has a spouse who also works, and their joint annual income is $150,000 or higher. They own a house and have a mortgage. This person is white and has no children.
- 37.9% of sold jewelry is diamond jewelry.
The November–December Holiday period is the most popular period for jewelry and watch purchases, based on traditional gift-giving and an annual high percentage of marriage proposals.
Source (5) - http://edahngolan.com/Docs/Edahn_Golan-2015_US_State_of_the_Jewelry_Market.pdf
Americans Spend An Average $8,500 Per Visit At Harry Winston
Harry Winston on Fifth Avenue, New York, enjoys the custom of the most generous spenders on fine jewelry.
Harry Winston customers spent an average of $8,388 per visit between July 2010 and June 2011, according to Bundle, which analyzes the spending patterns of millions of people across the United States. (6)
Source (6) - http://www.businessinsider.com.au/most-expensive-jeweler-in-america-2011-9
Americans Spend An Average $4,625 Per Visit At DeBeers
Shoppers at DeBeers in Manhattan, New York, spent an average of $4,625 per visit during the period July 2010 to June 2011, according to Bundle. (7)
Source (7) - http://www.businessinsider.com.au/most-expensive-jeweler-in-america-2011-9
Tiffany Customers Spend Large And Small On Jewelry
Whilst Tiffany's sells expensive luxury jewelry items, it also meets the wants of a more modest market, and consequently removes itself from the high average dollar spend ranks of Harry Winston and DeBeers.
© 2007 AJ