Jewelers Mutual Group has released new findings on how consumers buy fine jewellery for themselves, and how they care for, store, and protect those pieces.

The company’s latest jewellery self-purchaser study shows that self-purchasing remains consistent and meaningful, driven largely by birthdays, holidays, and “just because” moments.

Although motivations have remained steady, the study highlights changes in buying behaviour.

Rings are now the most frequently self-purchased item, moving ahead of necklaces and earrings.

The research also points to distinct gender differences: men usually purchase jewellery to celebrate achievements or milestones, while women tend to buy more spontaneously.

In-person shopping still leads, aided by online research before purchase. Jewellery brand stores stay the top choice, mirroring what the study calls a typical omnichannel journey.

Nearly 60 per cent of self-purchasers see themselves as collectors, indicating a long-term emotional and financial attachment to the pieces they acquire.

The findings show progress in jewellery care habits. Fewer respondents reported using potentially damaging cleaning methods, and many rely on jewellers for care guidance. Jewellery boxes and safes are the most common storage methods, while insured respondents reported more frequent professional inspections and appraisals.

More than 70 per cent of self-purchasers have some form of jewellery insurance, though many rely on homeowners or renters policies. Jewelers Mutual says this indicates an opportunity to increase awareness of insurance designed specifically for jewellery.

Mike Alexander, president at Jewelers Mutual, said consumers are becoming more intentional about purchases and more thoughtful about care and protection.

“Self-purchasing jewellery is deeply personal—it’s about celebrating identity, achievements, and everyday wins,” he said.

The company commissioned the study to better understand evolving consumer behaviour and to help jewellery owners make informed decisions about purchasing, maintaining, and safeguarding meaningful pieces.

For more details, visit JewelersMutual.com/research.