Birthday Jewelry Self-Purchasing (or Not) - Jewels on Jewels

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Caroline Stanley and Cynthia A. Sliwa

Birthday Jewelry Self-Purchasing (or Not)
July 4, 2007

By Caroline Stanley

I’m embarrassed to admit that I did not buy myself a great jewelry gift when I turned 40 a few years ago.

It’s an obvious purchase for a female in the jewelry industry. Most of my friends have done it – and are doing it. Had a birthday-self-purchase been the topic of a conversation, I would probably have remembered. Instead, the occasion came and went, marked by a flat screen TV from hubby, which I am not sure was actually just for me.

What I’m wondering here is where is that jewelry ad campaign that tells me, as a female, to go buy my own jewelry. One that is not specific to a particular jewelry category. One that tells me not to spend time dropping hints. Not to hope that my significant other figures it out. Just buy the jewelry myself, wear it myself and enjoy it myself.

I’m worth it (to quote a L’Oreal ad). It doesn’t matter if it’s expensive or not, just that I respect, reward and celebrate myself in that way.

Let me repeat, why isn’t there an ad campaign giving me permission and a nudge to go and buy for myself?

I may have to start one.

Today’s Jewel

When you’re talking to a customer about her upcoming birthday (or any significant event), ask her how she’s celebrating herself. Suggest a piece of jewelry in keeping with her budget and encourage her to buy it herself. Works best if the sales associate suggesting this is doing this herself (if she’s female).

Posted by Caroline Stanley and Cynthia A. Sliwa on July 4, 2007 | Comments (4)

July 16, 2007
In response to: Birthday Jewelry Self-Purchasing (or Not)
K Blingly! commented:

Right on sisters!!! B-Day was 7/13, turned 33, and I purchased a wonderful pair of diamond studs (1.25 ct. t.w.) mounted in a 14K white gold tulip setting!!! Found this article after the fact! Happy b-day to ME! PS Hubby likes them!!! :)

July 16, 2007
In response to: Birthday Jewelry Self-Purchasing (or Not)
Hedda commented:

Happy Birthday!

July 29, 2007
In response to: Birthday Jewelry Self-Purchasing (or Not)
Tracy Diziere commented:

Great idea! I am a marketer for Start-to-Finish diamond link bracelets (www.start-to-finishbracelets.com) and this self-purchase concept fits beautifully with the idea of celebrating life's special occasions! Will have to see about creating that ad campaign. Thanks!

March 27, 2008
In response to: Birthday Jewelry Self-Purchasing (or Not)
CW commented:

Stuller is actually encouraging jewelers to advertise to the male jewelry buyer, rather than the female self-purchaser in the current perceived economic slowdown. They believe that women will delay purchases for a while, but men will have more motivation for emotional gifts. Is that really wise use of advertising dollars, or will it just add fuel to the perceived slowdown? Many financial analysts believe that although the media does not cause slowdowns, their negative reporting does magnify and intensify it, since they generally fail to report on the positive economic news in a balanced way. This is probably primarily a media-inspired (and democratic party embraced) "slowdown", that might end faster if retailers refuse to give in to pessimism. DeBeers, who essentially created the American diamond market by great advertising about 100 years ago was one of the first to cut back on their advertising budget in 2008, in fear of slower sales. Is that the kind of leadership we need? I think we can do better.