From “Forever” to “For Me”: The New Era of Jewelry
The world of high jewelry has changed dramatically in recent years. Just a decade ago, men were the primary customers—buying jewelry to gift to their partners. That was the norm. He chose, she wore. But today, that script has been rewritten. Women no longer wait for gifts. They’re better prepared, more independent, and economically empowered. It’s no longer unusual to see a woman walk into a jewelry store alone—confident, determined, ready to treat herself. As Miley Cyrus puts it: “I can buy myself flowers.” And not just flowers—also diamonds, necklaces, rings... anything they feel like. The jewelry industry has had to adapt to this new landscape. Tastes have changed, and so have consumers. The piece that once symbolized eternal love—a ring, usually with a diamond—no longer holds the same meaning or demand. For decades, De Beers dominated the market with a masterful campaign: “A diamond is forever.” They sold us the idea that a ring should cost the equivalent of three months' salar...
