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She Buys Her Own Diamonds: Connecting With the Self-Purchasing Customer

She Buys Her Own Diamonds: Connecting With the Self-Purchasing Customer

Recently, I was talking with one of the jewelry retailers that we work with about their annual sales event. They sold several big-ticket items during the event, but one in particular really stood out to them: a woman who came in and purchased a gorgeous three-diamond engagement ring.

Sure that there was a story behind the purchase, the retailers inquired, and found out that the woman was in a long-term romantic relationship. However, despite a decade plus together, there was no ring forthcoming. This woman really wanted one, so she took the initiative, and bought herself her own diamonds.

This story is indicative of a larger societal trend. Once upon a time, the vast majority of fine jewelry purchases were made by men for women. There was often some significant hinting or guidance from the woman involved, but the man was the primary decision maker. Those days are gone. In a recent JCK survey, 70% of jewelry shoppers report buying jewelry for themselves; 81 % of those respondents are women.

This begs the question: what are you doing to connect with the self-purchasing customer? It’s a good idea to look at your content mix. If the majority of the messaging focuses on bridal or romantic relationships, the self-purchasing customer may feel you have nothing to offer them. That might not be an accurate assessment, but if your customer can’t see themselves in your marketing, they’re not going to come into the store to investigate further. Look at your inventory mix. What percentage of your merchandise is aimed at the self-purchaser? Your marketing mix should be representative of these numbers.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office