Monday, 6th June 2005 (4199 views)

Women would rather spend their own cash on feel-good items, such as shoes or lingerie and receive diamonds as a gift, a new survey suggests.

New York-based website Jewelry.com found that 53 per cent of 3,800 women polled said they would rather buy themselves fancy footwear than fine jewellery, while 63 per cent thought indulging in a relaxing massage was preferable to splurging on gemstones. The survey also revealed that just 17.8 per cent of respondents would choose a diamond over a night of great sex.

However, women that choose to shop for a sparkler choose to do so "just because", with 47.5 per cent buying one on the spur of the moment and 41.3 per cent claiming they would buy fine jewellery because they see something they like". Around a third would treat themselves for a birthday, while 27.5 per cent said they would "never" buy a diamond for themselves, opting instead for coloured gems.

The poll also revealed that just 11.2 per cent of women are seduced by what they see celebrities wearing in magazines or on television and just 8.3 per cent by what stars wear to "red carpet" events. By contrast, 46.2 per cent said they are influenced by what they see in store windows and 35 per cent by jewellery adverts.

The survey was conducted to mark "Right Hand Ring Month," a campaign co-sponsored with the Diamond Promotion Service that broadens the definition of the Right Hand Ring to almost any diamond fashion ring worn on the right hand.

Jewelry.com claims that the phenomenon of the Right Hand Ring creates an enormous opportunity to overcome the psychological barrier many women have to buying diamonds for themselves

"We picked up some profound messages in this survey, which shows that the expanded definition of the Right Hand Ring is very powerful," says Ofer Azrielant, chairman of Jewelry.com. "With these insights, we know what women buy and what they want - and we can help them feel more comfortable with the idea of self-purchase through this appealing campaign."

 

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