Jewelers Mutual conducts multiple studies a year deep diving into lab grown diamonds, watches, self purchaser trends and more.
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.
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.
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.
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
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.
Treating yourself to jewelry is a meaningful way to celebrate milestones, express style, and invest in quality.
Jewelers can inspire self-purchasing by promoting jewelry as a form of self-love, empowerment, and personal celebration.
Our consumer study reveals what truly influences how and why people buy, wear, and value fine jewelry.
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.
Watches have always been more than just tools for telling time. They’re markers of milestones, heirlooms, status symbols, and expressions of personal style.
Watches come in a wide variety of styles and movements, each suited for different tastes, functions, and occasions.
Proper watch storage protects your timepieces and keeps them in top condition for years to come.
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.
Our 2025 Collectibles Study dives into how and why people start collections, what they’re collecting, and how they protect their collections.
Capsule jewelry refers to core versatile pieces that can be easily mixed and matched with various outfits.
2026 jewelry trends forecast is based not only on style preferences, but also on innovations in gem cutting, ethical sourcing and customer buying behavior.