Life on Florida’s West Coast

Who Should Purchase Jewelry?

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Most major, and even minor, holiday spur a rush of advertisement s from thr jewelry industry. There always seems to be a reason that we need to buy gold and diamonds, according to these ads. I like jewelry to a point. I am not the type that likes to go out in public dripping in gold, much to the chagrin of my ex’s family. They were stunned that I did not follow their examples and drape myself in gold chains and buy a costly ring for each of my fingers, and some of my toes. I personally just like a few modest pieces of high quality jewelry.

One of the things I have noticed is that the jewelry ads on TV tend to focus on men buying jewelry fro women. For the most part men’s jewelry is pretty much overlooked. I know men still wear watches and rings, though necklaces seem to be large out of vogue for men, save for the very young. You just don’t see lavish, emotional TV spots urging women to buy expensive jewelry for the men in their lives. I wonder if this is an untapped emotional buying market? With the role of women shift into more powerful ranks every year, it seems just as rational to tell women they should make large emotional purchases for men as it does to tell men to purchase for the women in their lives.

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