Editor’s Note
This article presents findings from a web-based survey conducted in June 2022, targeting 6,701 female respondents in Japan aged 20-40 who had purchased accessories priced at 10,000 yen or more in the preceding year. The data offers insights into the purchasing behaviors and preferences of this demographic.
Survey Period: Friday, June 17, 2022 – Tuesday, June 21, 2022
Survey Method: Web Questionnaire
Target Demographics: [Gender] Female [Age] 20s to 40s [Region] Nationwide (Japan)
*Purchased accessories priced at 10,000 yen or more within the past year.
Number of Respondents: 6,701 (20s: 1,070 / 30s: 2,383 / 40s: 3,248)
A significant difference between “Self-Reward Jewelry” and “Jewelry Wanted as Gifts” is the ranking of “Diamond Rings.” While “Diamond Necklaces” ranked in the TOP 3 for all generations in both rankings, “Diamond Rings” ranked 1st or 2nd in the “Wanted as Gifts” ranking but fell out of the top spots in the “Self-Reward” ranking (13th for 20s, 5th for 30s, 6th for 40s).
Ear cuffs, popular in recent years, ranked 2nd in the “Self-Reward” ranking for the F1 demographic (likely referring to younger women in their 20s) but did not make the TOP 10 in the “Wanted as Gifts” ranking.
Three key characteristics of the “Items to Buy as a Self-Reward” ranking (overall and by generation):
1. “Diamond Necklaces” and “Bracelets” are in the TOP 3 across all age groups. Although the survey allowed multiple selections, the visibility of bracelets makes them a candidate “reward” item for all generations.
2. “Ear Cuffs,” which have gained popularity in recent years, ranked high among younger generations (2nd for 20s, 7th for 30s, 12th for 40s). For the 40s, ear cuffs were outside the TOP 10, while diamond earrings were in the TOP 5.
3. A notable difference was seen with “Diamond Rings” among those in their 20s. It ranked low (13th) for “Self-Reward” but ranked 2nd in the subsequent “Wanted as Gifts” ranking, suggesting a desire to receive diamond rings as gifts.
Three major characteristics of the “Items Wanted as Gifts” ranking (overall and by generation):
1. The most prominent feature is that the TOP 3 across all generations are occupied by diamond items. Diamond earrings, which did not make the TOP 5 in the “Self-Reward” ranking for 20s and 30s, ranked in the TOP 3 here.
2. Ear cuffs ranked lowest across all age groups. Their diverse designs may make them difficult to choose as gifts.
3. While the “Self-Reward” ranking showed distinct characteristics by generation, the “Wanted as Gifts” ranking showed little difference across age groups.
Surveying users who purchased accessories priced at 10,000 yen or more within the past year on common price ranges:
For all items, the most common price range was “15,000 yen to less than 30,000 yen,” followed by “10,000 yen to less than 15,000 yen.” However, the ranges “30,000 yen to less than 50,000 yen” and the highest “100,000 yen or more” were comparable, while “50,000 yen to less than 100,000 yen” had the smallest proportion.
Surveying key considerations when purchasing/considering accessories priced at 10,000 yen or more:
Timeless design, durable materials, and comfort in wear/use occupied the TOP 3 across all generations. While specific figures are omitted, the importance placed on “being a natural gemstone” increased by approximately 1.5 to 2 times with each older age group.
“Trendiness,” which contrasts with “timeless design,” ranked 6th. Very few selected items primarily because they were “inexpensive.”
Surveying information sources referenced when purchasing accessories priced at 10,000 yen or more:
1. “Seeing the product in-store” ranked 1st across all generations. This aligns with the high importance placed on “comfort in wear/use,” suggesting many prefer to purchase after trying on.
2. “Word-of-mouth from family, friends, acquaintances” and “Reviews on official websites, Rakuten, Amazon, etc.” were top items across generations, indicating reliance on real user opinions.
3. Despite the decline of print media, “Magazines, catalogs, advertisements, and other print media” ranked in the TOP 3 for the 40s generation (7th for 30s, 11th for 20s), showing trust in familiar media formats.
4. “Celebrity/Influencer SNS” and “Celebrity/YouTuber videos” made the TOP 10 for 20s and 30s, but both ranked 15th or lower for the 40s.
In an era where fast fashion and mass consumption are prevalent, SDGs and sustainability are gaining importance, with conscious brands emerging in the jewelry industry. Reflecting this, the results show many users prioritize timelessness and durability over cheap items used for only one season, preferring “jewelry that can be cherished for a long time.”
The fact that diamond items occupy the TOP 3 in “Wanted as Gifts” across all generations reaffirms that diamonds, with their high hardness and eternal brilliance, remain special gems for women.
