Pushing self-purchase, DPA posted portraits of diverse women wearing diamond fashion jewelry like classic diamond studs, modern diamond ear climbers, and delicate multi-stone diamond necklaces. And, diamonds were big at the Oscars — lots of long dangle and drop diamond earrings, twisted hoops and interesting ear climbers; and diamond wrap rings and bracelets.
While bridal jewelry represents about half of the diamond category, self-purchase accounts for one third and growing. DPA focus groups reveal that most U.S. women view diamond jewelry as a long-term investment in themselves, and they also feel more confident in themselves when wearing diamonds. The “For Me, From Me” campaign celebrates self-gifting and the deep emotional connection women have to diamond jewelry.
Among the top reasons why women say they would buy diamonds for themselves, according to DPA research, are to celebrate an achievement, mark a memory, or simply because they see something they love and they want it.