New insights show self-purchasing jewelry is driven by personal milestones, everyday moments, and a growing focus on care and protection.
NEENAH, Wis. (February 2, 2026) - Jewelers Mutual® Group, the insurer dedicated to protecting jewelry and jewelry businesses since 1913, released findings from its latest Jewelry Self-Purchaser Study, uncovering how and why consumers buy fine jewelry for themselves, and how they care for, store, and protect their special pieces.
The research confirms that self-purchasing remains a meaningful and consistent behavior, driven by personal milestones, holidays, and “just because” moments of self-reward. While motivations have stayed steady year over year, the study reveals notable shifts in what consumers are buying, where they shop, and how they care for their jewelry over time.
“Self-purchasing jewelry is deeply personal—it’s about celebrating identity, achievements, and everyday wins,” said Mike Alexander, President at Jewelers Mutual. “This year’s findings show that consumers are not only intentional about their purchases, but increasingly thoughtful about how they care for and protect the pieces that matter to them.”
Key findings from the 2025 Jewelry Self-Purchaser Study include:
- Life moments still lead the way: Birthdays, holidays, and ‘just because’ moments remain the top triggers for fine jewelry self-purchases.
- Rings take the top spot: Rings emerged as the most frequently self-purchased item, surpassing necklaces and earrings.
- Distinct shopping behaviors by gender: Men are more likely purchase jewelry to mark achievements or milestones, while women more often buy spontaneously.
- The omnichannel path is the norm: In-person shopping continues to dominate, often supported by online research, with jewelry brand stores remaining the preferred destination.
- A collector mindset is common: Nearly 60% of self-purchasers consider themselves collectors, signaling long-term emotional and financial attachment to their jewelry.
The study also highlights encouraging progress in jewelry care habits. Compared to prior years, fewer respondents reported using potentially harmful cleaning methods, and many continue to rely on jewelers as their primary source of care guidance. Jewelry boxes and safes remain the most common storage solution, while insured respondents reported more frequent professional inspections and appraisals.
When it comes to protection, more than 70% of self-purchasers reported having some form of insurance for their fine jewelry, however, many rely on homeowners or renters policies, pointing to an ongoing opportunity for education around protection coverage designed specifically for jewelry.
Jewelers Mutual commissioned the study as part of its continued commitment to understanding evolving consumer behavior and helping jewelry owners make informed decisions about purchasing, caring for, and protecting their most meaningful pieces.
For more information about dedicated jewelry insurance, visit JewelersMutual.com.
The Jewelers Mutual study was conducted in August 2025. A sample of over 1,500 adults in the U.S. aged 18+ who were responsible for making insurance decisions in their household, had at lease on piece of fine jewelry, and had purchased jewelry in the last year were recruited via an online research panel and surveyed via online self-completion.
