Exploring the Motivations Behind Women’s Jewellery Purchases
August 26, 2024 ⚊ 1 Min read ⚊ Views 8 ⚊ NEWS
In the evolving world of lab-grown diamond jewellery, a new wave of designers are redefining luxury. They are focused on creating beautiful, affordable pieces that excel in colour, clarity, and cut, making high-quality jewellery accessible to a broader audience. Understanding what drives women to make these purchases—whether it’s a sense of achievement or security—is a complex issue that many in the industry are keen to explore.
Shuchi Gunwant, Co-Founder and CMO at The6C, provides insight into this complex issue. “Several factors influence a woman’s choice, ranging from geography and demographics to behaviour and technological adaptability.” For instance, a woman in a rural Tier-3 or Tier-4 market might view gold jewellery as a symbol of security. In contrast, a woman in a Tier-1 market may choose diamond jewellery to celebrate personal achievements, Gunwant explains.
