What Do Women Want?

Surveys of jewelry consumers reveal that more than 80 percent of jewelry purchasers are women, and 70 percent of those buy jewelry for themselves. Cathy Calhoun, owner of Calhoun Jewelers in Royersford, Pa., recalls a client who came in to restyle some existing jewelry and bought 10 more pieces for herself. Surveys don't tell the whole story, so we asked jewelers from different sections of the country to tell us what women actually buy. We also asked women friends and family members around the country to tell us their preferences. So, what types of jewelry are women buying for themselves? “Big!” says Judith Arnell, owner of Judith Arnell Jewelers in Portland, Ore. “Something with a lot of bling. Women will sacrifice the quality of the stone for size, even if it's only a third of a carat more.” If they can't afford a big diamond, women choose pieces with multiple diamonds to

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