Women use their purchasing power to influence the jewelry market

Women have a lot of power in the U.S. consumer market. According to AIO - a marketing consultancy and design agency specializing in helping companies market to women - 85 percent of consumer buying decisions in the country are made by women. In fact, women control a total of $3.3 trillion in consumer spending in the U.S. alone. Despite the amazing control women have in the market, many ladies wait for men to buy them jewelry.

Holiday buying spree

According to The Wall Street Journal, a third of total jewelry sales in the U.S. are made during the holidays. Most of those purchases are made by men for women. Men scramble to jewelry stores and cross their fingers as they pick a piece they hope their lady will love. While this tradition is all well and good, men only make 15 percent of the country's consumer purchasing decisions.

"The industry needs to adjust its messaging, to give a woman more permission to buy for herself," Liz Chatelain, president of jewelry-market researcher MVI Marketing, told The Wall Street Journal.

Exercising buying power

Not all women are holding out for industry permission. Some are starting to reject the model of waiting for a man to buy them jewelry by purchasing pieces for themselves. Courtney Cohen, a 32-year-old former sales executive out of New York, buys up to 10 fine jewelry pieces for herself every year.

"It's my own money, I earned it," she told The source.

The industry is starting to take notice of the women who aren't afraid to purchase custom jewelry for themselves. It's hard to ignore these strong ladies when 67 percent of all affluent - earning a household income of $75,000 to $200,000 a year - women work. Many are at the executive level in their companies or own their own businesses. Some are even the main breadwinners in their families.

Reaping the benefits

Many women work hard for their money and budget wisely. Fine jewelry is a great reward to buy yourself. Purchasing your own jewelry shows that you are financially and emotionally independent. Use your female buying power to get what you want. Women know what kinds of jewelry they prefer. Though getting a piece from a significant other can be a great affirmation, your man might not understand your tastes as well as you do. You are ensuring you will have a jewelry collection you love when you buy for yourself.

The Brian Gavin team has a variety of diamond jewelry to suit your tastes. Purchase pieces that follow the latest trends, like jewelry with fancy colored diamonds or vintage​-inspired designs.