Why?

In my last column I spoke about jewelry that can only be described as ugly to the average eye. Yes, I know I quoted the old saying “Beauty is in the eye of the beholder,” but in my opinion some beholders have very bad taste in jewelry. Then what exactly is it that makes jewelry attractive to the average eye, and what is it that makes it a thing to want to possess in the first place?

You can go back to articles I have written in the past about how it all began at the beginning of time. I said it was possible a Neanderthal presented the bear skinned apple of his eye the tooth of a wild beast he killed on a leather cord. I’ll guarantee it wasn’t a diamond ring or a tennis bracelet.

Why and what is it all about? At first it was no doubt it was about wealth and status, something that most certainly has not changed. To so many people being able to afford and owning your first Rolex watch is an important accomplishment and an undeniable status symbol. (For those of you not familiar with the cost of a Rolex, it will set you back around $8,500 just for the stainless-steel model. The all 18kt. solid gold “Presidential” model… $80,000 and up, if you add diamonds).

This now reminds me about another old saying, “You can tell a lot about a person by the shoes they wear.” In my world I can tell a lot about a person by the jewelry they wear. I just remembered my article years ago describing my quantum theory about people’s personalities by what watches they wear… I managed to receive a few negative compliments in emails with that one (I think I will publish that one again soon). 

That was then, this is now, and not much has changed by the way. I’m going to go out on a limb here. It’s still a thing that…” My watch is more expensive than your watch or my diamond is bigger than yours,” without ever actually saying it. There are out-of-state folks who wander in my shop who only own a simple wedding ring and a wristwatch. Thankfully, Marco Islander’s and Neapolitans love nice jewelry, especially with a sea life theme.

The popularity of “status jewelry” is a demographic thing and is most prevalent in urban and resort areas. If you have ever been to Miami, you will fully understand the meaning of the word “BLING,” but to the folks in Mulekick, Oklahoma or Akhiok, Alaska, “BLING” is nonexistent.

What is the attraction? I have clients who come in the store several times a month, and even once a week; they love jewelry that’s why. Let’s remember I make a living creating and selling nice quality jewelry, and I have been doing it for over a half a century, twenty-eight of those years here on the island, so I must be doing something right. (Ouch! A half a century sounds like a very long time!) And just having loyal repeat customers nowadays is a very rare thing indeed, and something I am eternally grateful for.

I had a memorable once in a lifetime sales experience last week, something I had to add to the “am I being punked file?” A lovely lady was inquiring about a heavy 14kt. gold bracelet she was contemplating giving to her husband for a Christmas Gift and the one she picked out was on the pricey side, over $3,500. “That is a lot more money than the other gift I was thinking of giving him, I will give him that instead!” Just being curious I asked what the other option was. “He mentioned he wanted a new toilet with a heated seat.”I was flabbergasted…talk about a sale going down the crapper! 

With all things considered, it turned out to be an excellent Christmas gift giving season in the shop, other than the tinseled toilet thing, and diamond jewelry was the predominant gift this year - stud earrings, simple pendants and tennis bracelets. It’s nice to know diamonds big or small are still a girl’s (or forgive me Marilyn… to be politically correct, a woman’s) best friend. A very Happy New Year to all!