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Jewelers Mutual research insights

Jewelers Mutual conducts multiple studies a year deep diving into watches, self purchaser trends and more.  
 

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Self-purchasing jewelry trends

Our research confirms that self-purchasing remains a meaningful and consistent behavior, driven by personal milestones, holidays, and “just because” moments of self-reward. 

When deciding what to buy the #1 driver when considering a piece is quality which 42% of respondents agreed with. Design (33%) and price (11%) were also drivers for many of the respondents. 

When do people buy jewelry for themselves

Most often jewelry is thought of as a special occasion purchase with holidays and birthdays being the #1 motivator for someone to buy themselves jewelry. 

  • Men specifically are more likely to use jewelry purchases as a way to mark achievements or milestones
  • Women are more likely to buy spontaneously or as a 'treat yourself' moment. 

Regardless of gender, over 38% of respondents buy jewelry for themselves at least once a year, while 36% of respondents are finding little and big moments to celebrate two or more times a year.

Where people buy

In-person shopping continues to dominate, often supported by online research, with jewelry brand stores remaining the preferred destination for adding to one's collection. Purchasing something as emotionally significant as jewelry isn't always a quick decision, and having online and in-person options can be great for self-purchasers

Protecting your purchase

Nearly 60% of self-purchasers consider themselves collectors, signaling long-term emotional and financial attachment to their jewelry. Two-thirds of jewelry self-purchasers have insured their self-bought jewelry, and nearly half protect their newly acquired jewelry at the time of purchase. 

To learn more about the results of the study, read articles highlighting the insights below. Or click to view the full infographic.

Buying a necklace for a woman
Read: 7 min
The art of buying jewelry for yourself

Treating yourself to jewelry is a meaningful way to celebrate milestones, express style, and invest in quality.

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Read: 5 min
Ways to elevate the love of jewelry for jewelry self-purchasing

Jewelers can inspire self-purchasing by promoting jewelry as a form of self-love, empowerment, and personal celebration.

Trying on a watch
Read: 6 min
Jewelry buying behaviors: Consumer study

Our consumer study reveals what truly influences how and why people buy, wear, and value fine jewelry.

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When and why do people start watch collections

The 2025 watch study took a deeper look into all things watch collectors. How do people get started with watch collections? How connected are they to industry trends and watch values. 

With a high-value watch collection it's imperative to protect your pieces. Collectors often will service their pieces regularly, clean them gently and make sure to insure their valuable timepieces. 

For a more in-depth look into the study and to understand how to care for your watch collections, review the articles below. 

Woman with Gold watch
Read: 6 min
Exploring habits of watch collectors

Watches have always been more than just tools for telling time. They’re markers of milestones, heirlooms, status symbols, and expressions of personal style. 

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Read: 6 min
Types of watches

Watches come in a wide variety of styles and movements, each suited for different tastes, functions, and occasions.

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Read: 8 min
How to store a watch or collection of watches

Proper watch storage protects your timepieces and keeps them in top condition for years to come.

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How to protect a jewelry collection

The 2025 collectibles revealed insight into all types of collections, including trading cards, stamps, memorabilia, and more. However, jewelry collections were the main focus, with 79% of respondents stating they collect jewelry. 

37% of respondents reported their collections to be valued at $10,000-$50,000 and 31% of respondents back those valuations up with recent appraisals. 

Whether you're looking to learn more about starting collection or you already have one and want to know how you stack up compared to your peers, dive deeper into all things collections with the articles below. 

jewelry-collection-study-2025-article-hero.jpg
Read: 7 min
2025 collection study insights

Our 2025 Collectibles Study dives into how and why people start collections, what they’re collecting, and how they protect their collections.

capsulewardrobejewelryhowtobuildacorejewelrycollection_individualsblog.svg
Read: 7 min
How to build a core jewelry collection

Capsule jewelry refers to core versatile pieces that can be easily mixed and matched with various outfits.

2026 Jewelry Trends Forecast
Read: 7 min
2026 jewelry trends: Building your collection

2026 jewelry trends forecast is based not only on style preferences, but also on innovations in gem cutting, ethical sourcing and customer buying behavior.

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