‘Nice but a bit dull’ – why China’s growing ranks of affluent, independent women don’t want their men to buy them jewellery
- The new trend for women to treat themselves to necklaces and rings has changed the jewellery landscape in China
- Local and global brands have responded to the shift in demand by launching new ranges aimed at the successful female consumer
Millions of besotted men around the world will shower their partners with gifts today, many opting for jewellery to symbolise their undying love on Valentine’s Day.
But shiny new necklaces and earrings may not be the best way for men to woo their other halves in China, where a growing number of affluent, independent women say they would rather buy their own.
Crystal Zhang, 32, said her boyfriend has tended to choose classic designs that are a bit on the boring side when buying her items of jewellery.
“They are nice but a bit dull. The ones I pick for myself are more bold and playful, I feel more fun when I’m wearing them,” said Zhang, a business development manager based in Shanghai.
“For me, jewellery is not just a display of wealth, but a way to reflect my personality and identity to others.” She said she spent 8,000 yuan (about US$1,180) on jewellery for herself last year.
The rising tendency of Chinese women to flex their new-found spending power on items that reflect personal achievement has been a gold mine for high-end jewellers, who have been quick to adapt.
