Why Do People Buy Jewelry?

"Index Magazine 'Call of the Mall' by Paco Underhill

       In its earliest days, people wore jewelry to denote social and cultural identities, wealth, power, age, and social class.

  Through the years, traditionally jewelry has been purchased by men for women for one of three reasons:

                  1) Engagement, anniversary, birthday

                  2) Gifts for girlfriends to ensure commitment

                 3) To make amends for bad behaviour (flowers are nice, but of limited power). Nothing says I am so sorry like a fine necklace or a pair of diamond earrings.

      After thousands of years, these same factors drive demand for jewelry today. However, now the difference is women will buy jewelry for  themselves as well."