Jewelry.com Uncovers What Women Really Think of Diamond Jewelry

Website Jewelry.com uncovered some eye-opening revelations about women's attitudes to diamond jewelry in a survey of 3,800 women conducted ahead of "Right Hand Ring Month," a campaign co-sponsored with the Diamond Promotion Service that broadens the definition of the Right Hand Ring to almost any diamond fashion ring worn on the right hand.

Although diamonds are popularly known as a girl's best friend, women apparently only regard them as a glamorous gift since they would rather spend their own hard-earned cash on other feel-good items, such as a pair of flamboyant shoes or a sexy piece of lingerie. Indeed, 53 percent of women said fancy footwear was preferable to fine jewelry, while 63 percent preferred a relaxing massage to buying a sparkling gem.

Meanwhile, less than a fifth of respondents (17.8 percent) would choose a sparkler over a night of great sex.

And for men who have always believed women are creatures of impulse, then the survey shows they are probably right.

Almost half of respondents (47.5 percent) shopping for diamond jewelry don't do so because of a holiday or a special event: but "just because," while 41.3 percent said it would be because they "see something they like."

There is one occasion, women do self-purchase a gift - their birthdays – with 30.8 percent of those surveyed treating themselves on that all-important day. If they buy a bauble, however, women are more likely to choose a colored gem over a diamond, with 27.5 percent of women saying they would "never" buy a diamond for themselves, while just 14.5 percent said the same about colored gems.

Meanwhile, jewelry firms who have long believed that women are heavily influenced by what they see celebrities wearing may need to re-think their campaigns. Just 11 percent of women said they were seduced by what they saw celebrities wearing in magazines or on television, and only 8 percent by what stars wear to "red carpet" events.

On the other hand, 46 percent said they are influenced by what they see in store windows, and 35 percent are swayed by jewelry ads. Stars can, however, still trigger a "Tipping Point" effect where styles worn by celebrities filter down to what is created by jewelry designers and what is shown in stores.

"We picked up some profound messages in this survey, which shows that the expanded definition of the Right Hand Ring is very powerful," says Ofer Azrielant, chairman of Jewelry.com. "With these insights, we know what women buy and what they want – and we can help them feel more comfortable with the idea of self-purchase through this appealing campaign."