Tuesday, 23rd November 2004 (4251 views)

A new study from luxury marketing firm Unity Marketing has found that men and women have very different needs when it comes to jewellery shopping.

Findings show that women buy more pieces of jewellery per year, yet men spend two times more per year.

'Jewelry Report 2004: The Who, What, Where, How Much and Why of Jewelry Shopping' also revealed that men tend to purchase fine jewellery as gifts for women, females are often self-purchasers and are just as likely to buy costume jewellery.

Unity Marketing president Pam Danziger told National Jeweler: "Women are from Venus and men are from Mars when it comes to jewellery shopping and buying.

"Men's and women's needs are so different, their desires so unique, that it is the rare jewellery marketer or retailer that can bridge the gender gap in the jewellery market."

Ms Danziger recommended jewellery retailers take advantage of the differences by encouraging women to buy jewellery gifts for men and to increase the value of their self-purchases.

 

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