JWS Abu Dhabi Logo White
13 – 17 November 2024

Held under the patronage of His Excellency Sheikh Nahyan bin Mubarak Al Nahyan, Minister of Tolerance and Coexistence of the United Arabic Emirates.

Top Three Reasons Why People Buy Jewellery

Jewellery continues to be popular the world over, but why does people buy it to begin with? 

Jewellery has always been a part of human civilisation. According to history, people in Iran and the Mediterranean wore amulets and seals that carried spiritual meanings. The Egyptians wore jewellery to signify territorial pride, while the Romans would wear long hairpins with gemstones for self-defence.

But today, diamonds, pearls, gold and silver remain a staple in most people’s lives. But what’s with these jewellery pieces that we love wearing? Let's find out why we are attracted to jewellery...

Part of the Human Need

Maslow’s Hierarchy of Needs consists of five levels, beginning at the bottom and progressing upwards: physiological, safety, love and belonging, esteem, and self-actualization. Based on this pyramid, we can say that wearing jewellery meets the human need for love and belonging, and esteem.

In the University of New Hampshire’s paper, “The Beauty Industry's Influence on Women in Society”, consumers who believe they are unattractive rely heavily on adournments such as clothing, makeup, and jewellery. 

In another study done by Blake, K. R. et al., subjects who beautified their appearance through a full change of clothing, including jewellery, demonstrated higher psychological assertiveness and sexual motivation than those subjects who kept just their casual look. 

With these studies, we can see that jewellery helps increase one’s confidence and self-esteem. This therefore satisfies the need for acceptance and belongingness.

Bring Home Elegant Masterpieces from Jewellery & Watch Show Abu Dhabi 2022

The Jewellery & Watch Show Abu Dhabi (JWS Abu Dhabi) will feature exclusive and exquisite collections from both local and international brands. You’ll be delighted to know that JWS has prepared a wide array of selections for you! Whether you’re looking for a pearl necklace, a diamond ring, or watches for men or women, JWS Abu Dhabi has it for you!

9-13 Nov 2022, ADNEC, Abu Dhabi 

Part of the Societal Status

Jewellery is often associated with wealth. It serves as a status symbol to articulate one’s social status, financial means, and membership, as per Dr. Chinmayee Satpathy’s study

This had also been the case in the past. For instance, during Medieval times, royalty and the nobility wore gold, silver, and precious gems, while lower society ranks wore copper, pewter, or other base metals. 

Meanwhile, gold jewellery was specifically recognised as a symbol of power, religion, and status in pre-dynastic Egypt. High-grade Egyptian jewellery became a highly desired trade item during ancient times.

The status symbol of wealth that jewellery brings hasn’t changed to this day. If you own a designer jewellery brand like Cartier, Bvlgari, or Tiffany & Co., you are considered rich because this means you can afford their premium price. 

Some people who can’t pay right away will take the time to save up enough to be able to own a certain type of jewellery, as this gives them a sense of pride. 

In addition, people will follow celebrities or personalities and go after what they promoted. Simply put, if they wear a specific type of jewellery, their followers will also emulate and wear the same thing to be up to date with the trend. 

Part of the Investment

Some people buy jewellery not only because of its cosmetic function but also because it can be a good investment. In fact, several investors have been allocating their options to high-quality jewellery pieces as an investment as it is less risky than other markets. 

Regardless of the trend, problem, or economic or financial situation, materials such as diamond or gold have always been in high demand for centuries. During 2020, for example, people didn’t stop from investing in jewellery. Data from Edahn Golan Diamond Research & Data shows that fine jewellery sales in the US were up nearly 10% to USD 5.25 billion in August 2020 compared to the previous year’s data.

Jewellery investment is a smart move. Precious metals and gemstones remain stable, and their value continues to grow every year. However, jewellery investing requires the right knowledge and responsibility. While every investment is a risk, taking the time to learn about jewellery before investing can help anyone make substantial profits in the long run.

Calling All Jewellery Enthusiasts or Lovers

Whether you’re buying jewellery to enhance your look, to follow the trend, or to make an investment, you’ll find a valuable piece at the Jewellery & Watch Show Abu Dhabi. Numerous international and local Emirati masterpieces will be on display at the event, from rice pearl necklaces and eternity silver rings to 18-karat gold cuffs and diamond bangle collections. Bring home a jewellery creation that you won’t see anywhere else!