Comparing Diamonds and Cell Phones

Filed in archive Jewelry Trends on August 4, 2006

A recent survey reported on by National Jeweler claims that more women would prefer techie gadgets like cell phones over jewelry:

Jewelers might have to count iPods and cell phones as new rivals for the affections of female consumers.

A new study from the Oxygen cable network reports that women are closing the gender gap when it comes to technology, showing strong interest in tech-heavy products, often at the expense of more traditional luxury goods, including jewelry.

The "Women's Watch: Girls Gone Wired" study says 79 percent of the female market is interested in and using technology, breaking the myth that the only women interested in technology are urban trendsetters.

A majority of women surveyed say they prefer tech items such as plasma televisions, cell phones and iPods to traditional luxury goods such as jewelry, clothing, entertainment and travel, according to a media release announcing the study's findings. One surprising statistic: 77percent would prefer a new plasma TV to a diamond solitaire necklace, while 56 percent would choose the plasma TV over a weekend vacation in Florida, the release says.

I can't help but think they are comparing apples and oranges here. A cell phone or computer is something you use - normally for work (ugh) - while a piece of jewelry, likw the diamond necklace they mention in the article, doesn't have the same practical value. Unless you are, say, Queen Elizabeth, you don't get to write off the necklace just yet and you don't necessarily need it for work.

Is this kind of scare tactic for those of us who are in the jewelry biz? My advice, then, is to buy yourself a nice cell phone charm to go with your new phone.