How to buy jewellery for your significant other
Posted on: 13/09/2023
Buying jewellery for your loved one can be a bit of a head scratcher. From knowing your partner’s preferred size, style and colour, there’s a lot to consider before purchasing a piece of keepsake jewellery for them.
According to our new study, it looks like Brits could do with a bit of a helping hand when it comes to buying jewellery for their other half as less than two-fifths (38%) say they’re confident in knowing what their partner’s jewellery preference.
To assist clueless gift-buyers with knowing how to buy jewellery for their loved ones, we’ve teamed up with a colour consultant, who shares her knowledge on the difference between warm and cool skin tones. We also share our top tips on things to consider when buying jewellery for your significant other…
How do Brits feel about buying jewellery for their partner?
Only 38% of people in relationships are confident in knowing their partner’s jewellery colour, size and style preferences, but 10% have no idea at all.
Although 44% wouldn’t mind if their partner got their jewellery preferences incorrect, just over a third of people (35%) would consider their partner knowing their perfect jewellery style to be a sign that they have a future together.
| How confident the UK is in knowing their partner's preferred jewellery colour, size and style preferences | |
|---|---|
| Yes, fully confident | 38.2% |
| I'm not sure, maybe | 32.4% |
| No, I wouldn't know at all | 10.5% |
| I'd just guess | 4.7% |
| N/A - they don't wear jewellery | 14.2% |
How confident different age groups are buying jewellery for someone else
Our research found that 18–24-year-olds are the most confident when it comes to buying jewellery for their partner (44%) although, 25–34-year-olds feel that if their partner bought them the correct jewellery without asking, it would indicate they’re the right person for them (48%).
Three in ten 65+ year olds admit to not wearing jewellery at all (30%).
| Age group % population: Confident in partner's jewellery preferences | |
|---|---|
| 18 - 24 | 44.6% |
| 25 - 34 | 42.0% |
| 35 - 44 | 39.8% |
| 45 - 54 | 36.9% |
| 55 - 64 | 37.4% |
| 65+ | 33.0% |
| Age Group % Population: Feel correct jewellery selection indicates future with partner | |
|---|---|
| 18 - 24 | 39.6% |
| 25 - 34 | 48.2% |
| 35 - 44 | 43.6% |
| 45 - 54 | 32.6% |
| 55 - 64 | 26.8% |
| 65+ | 19.5% |
How different cities feel about buying jewellery for loved ones
Regionally, Bristol is the most well-equipped city when it comes to buying their significant other jewellery, with 46% of residents saying they are fully confident in their ability.
Whereas only 27% of Mancunians are confident in knowing their partner’s jewellery preferences.
Where does your region sit?
| By city % of population: confident in partner's jewellery preferences | |
|---|---|
| Bristol | 45.9% |
| Glasgow | 44.0% |
| London | 44.0% |
| Belfast | 43.9% |
| Southampton | 41.3% |
| Nottingham | 39.7% |
| Liverpool | 39.6% |
| Edinburgh | 37.9% |
| Newcastle | 37.8% |
| Cardiff | 34.6% |
| Sheffield | 33.3% |
| Leeds | 32.6% |
| Birmingham | 32.3% |
| Norwich | 30.1% |
| Manchester | 26.7% |
Which gender is most confident in buying jewellery for their other half?
One in five men (20%) either don’t know their partner’s jewellery preferences or would just guess.
Women are more likely than men to interpret their partner buying them the correct jewellery style as a sign that they have a future together with 37% agreeing with this symbol of true love.
| Gender % Population: Confident in partner’s jewellery preferences | ||
| Answer | Female | Male |
| Yes, fully confident | 38.4% | 38.0% |
| I'm not sure, maybe | 27.2% | 39.0% |
| No, I wouldn't know at all | 8.2% | 13.6% |
| I'd just guess | 3.2% | 6.8% |
| N/A - they don't wear jewellery | 23.0% | 2.6% |
Choosing the correct jewellery for your partner’s skin tone
Jewellery can be a very personal choice, which makes it tricky to get right. We tend to find that a person usually sways towards either gold or silver. Pay close attention to whether your partner wears a certain colour over another and go with that.
We asked Jules Standish, Colour Counsellor at Colour Consultancy for her advice on choosing the right jewellery colour based on skin tone.
She says: “From a colour analyst perspective if someone has a warm, golden based skin tone, I recommend the hotter end of the colour spectrum in jewel shades like ruby, amber and citrine.
For cooler skin tones, it would be the sapphire blues, emerald greens and purple amythest, along with diamonds and black onyx.”
Our top tips for buying jewellery for your significant other
Know your budget
Your budget is important to stick to as it's easy to get carried away with high carats and sparkling gemstones. However, the thought and intention behind the gift is always more meaningful than the price tag. If you’re still looking for quality on a budget, high quality silver is usually more affordable than gold.
Check the quality of jewellery
Solid precious metals such as gold and silver will last the longest but if those are out of budget, consider brass items that are coated in genuine silver and gold. If your gifted jewellery item has stones as part of the design, it's important to check the condition of these gems.
Check with your jeweller on the colour, cut and clarity of the item as well as if the stone was sourced ethically. Make sure to come with your own research and ideas of pricing on your preferred cut and clarity.
Understand your partner’s own style
Whether your partner likes big and bold statement jewellery or something more subtle and low-key, you must consider their preference over yours. Picking out something you know is in keeping with their style shows care has been put into the decision as well as an understanding for your partner’s likes and dislikes.
Consider the reason behind the gift
Keep the receipt
No matter how confident you are in your decision, it is wise to keep hold of the receipt just in case it isn’t quite to your partner’s taste.
As our findings show that less than half of us are confident in buying jewellery for our significant others, it’s always wise to keep the receipt. This gives your partner the chance to choose their own jewellery if they’re unhappy with what they’ve been gifted!
Sources:
Survey of 2,000 UK adults completed August 2023