A new nationwide survey from BriteCo reveals a powerful shift in how Americans purchase fine jewelry — and who they’re buying it for. According to the findings, 80% of US adults now purchase fine jewelry for themselves, signaling a major cultural turn toward self-expression, personal celebration and the growing belief that luxury doesn’t need to wait for a special occasion.
The survey, which polled 1,002 adults across the country, highlights a strong embrace of “treat yourself” culture, especially among Millennials aged 30–44, who are the most active self-purchasers. In this age group, a remarkable 86% say they have purchased fine jewelry for themselves, leading all generations. For these buyers — many in their prime earning years — jewelry is both a personal reward and a meaningful way to mark life’s achievements.
Across all ages, respondents shared similar motivations for selecting jewelry: 22% say they buy pieces to enhance personal style, while another 22% purchase jewelry to celebrate a milestone such as a promotion, anniversary or important personal goal. Emotional value far outweighs purely financial considerations, with just 14% citing investment potential as their main reason for buying.
This emphasis on self-expression is reshaping what types of jewelry consumers choose. Rings remain the most meaningful self-purchase for most Americans, with 31% selecting them above necklaces and watches. But Gen Z is breaking from the pack: 35% of buyers aged 18–29 prefer necklaces, driven by bold styling trends and the continuing popularity of layering chains. Their preferences highlight how younger consumers are redefining the “meaningful” purchase with pieces that feel personal, expressive and wearable every day.
Spending habits also vary dramatically by generation. Gen Z and Baby Boomers tend to prioritize affordability, with more than one-third saying they would spend under $500 on a self-purchase. Meanwhile, Millennials and Gen X are more likely to splurge, with nearly 20% of Millennials willing to invest between $2,500 and $5,000, and another 8% willing to exceed $5,000 on a single piece. For these buyers, fine jewelry serves as both a stylish reward and a symbol of success.
Perhaps the most telling insight from the survey: 17% of Americans say they don’t need any reason at all to buy jewelry for themselves.
As BriteCo insurance company CEO Dustin Lemick summarized, “Fine jewelry is no longer just a gift someone gives you. It’s something people choose for themselves — to express who they are, and to celebrate what they’ve achieved.”
The study reflects the reporting of 1,002 US adults (18+) via SurveyMonkey Audience in October 2025 for BriteCo, with a ~3% margin of error.
Credit: Image by BigStockPhoto.com. Graphics courtesy of BriteCo.