Survey by Warren James reveals the emotional significance of jewellery, with consumers ranking this more important than design.
91% of people own jewellery linked to a special person, and 88% to a significant life moment
- Over a third (37%) permanently wear emotionally significant jewellery and 27% have done so for over 20 years
- 90% of shoppers are likely to buy from a brand that helps preserve memories through jewellery
- Three-quarters (75%) intend to pass jewellery down to future generations
Nine in ten (88%) Brits own jewellery linked to a significant life moment, according to a recent survey by much-loved family jeweller, Warren James.
To coincide with the launch of its beautifully affordable Christmas collection, Warren James asked consumers about the sentimental value of jewellery in its ‘Treasure Forever’ survey. The results highlight that most people believe jewellery provides a powerful link to memories, people, and significant life events.
The top driver for over half (51%) of people when buying jewellery is its emotional meaning. For the majority, this is considered more important than design, with just 41% ranking looks as the top consideration.
As for the emotions that come with wearing jewellery, over two-thirds (69%) of people said they strongly agree that jewellery holds sentimental value for them. 35% said they feel comforted when wearing it, while 31% feel connected and 18% feel nostalgic.
Mary Burns, National Sales Manager at Warren James commented: “Heading into the festive season, we felt it was crucial we truly understood the emotions fostered by jewellery. Our survey shows the personal and emotional significance the vast majority of people feel and it’s clear this transcends fashion; it’s a memory and a connection to loved ones too.”
The results also prove that jewellery certainly isn’t just for Christmas. Almost two-fifths (37%) of consumers said they wear pieces permanently, and 27% have done so for over 20 years. Three-quarters (75%) of people also plan to pass jewellery down to keep memories alive and maintain a connection with their loved ones.
Mary continued: “Our Christmas collection is designed with these emotions in mind. We have curated the collection so it captures the magic of the festive season, offering exquisite pieces that will create lasting memories with those we love. We are also offering a range of exclusive festive offers to ensure people can give a beautifully affordable gift this Christmas. With a range of stunning Clover friendship bracelets and necklaces, Pure Brilliance Lab-Grown Diamond Rings, and elegant Diamonflash® Heart Bangles, there is something for everyone looking to make lasting memories with those they love this Christmas.”
With over 200 shops across the UK, Warren James is proud to be the nation’s largest independent jeweller. The Christmas collection includes sustainably sourced and beautifully affordable ‘Pure Brilliance’ Lab-Grown Diamond Rings. It also features Warren James’ Clover designs, featuring Real Mother of Pearl with its soft iridescent shimmer. These popular pieces are featured in the jeweller’s exclusive festive offer, which sees buyers of selected Friendship Bracelets gifted a FREE matching necklace.
It is also offering an irresistible deal on its stunning DiamonFlash® Baguette Heart Bangles – on sale for just £33.
See the Christmas collection in full here.