80% of Americans Now Buy Fine Jewelry for Themselves Instead of Waiting for a Gift, New BriteCo Survey Finds

Evanston, IL — December 2, 2025 — Once a luxury reserved for special gifts or romantic milestones, fine jewelry is now becoming an everyday act of empowerment, self-expression, and personal celebration. According to a new nationwide survey by BriteCo, 80% of American adults report purchasing fine jewelry for themselves rather than waiting to receive it as a gift — a striking shift that underscores changing attitudes toward luxury, self-care, and financial independence.

As consumers increasingly reward themselves with high-quality pieces — from diamond necklaces marking promotions to solid-gold rings symbolizing personal identity — fine jewelry has taken on new meaning. The “treat yourself” mindset is influencing how Americans view luxury, with more people embracing jewelry as a way to honor individuality and commemorate meaningful life moments. Whether purchased to celebrate a milestone or simply for everyday enjoyment, self-bought fine jewelry is experiencing a cultural rise that reflects modern values of confidence and self-investment.

“Fine jewelry is no longer just a gift someone gives you,” said Dustin Lemick, founder and CEO of BriteCo jewelry and watch insurance. “It’s something people choose for themselves — to express who they are, to celebrate what they’ve achieved, and to invest in something that lasts. We’re seeing a real shift in how Americans approach luxury and personal value.”

Our survey results shed light on emerging generational trends, spending patterns, and the emotional motivations driving today’s jewelry buyers.

Key Takeaways

• 4 in 5 American adults are buying fine jewelry for themselves.
• Millennials aged 30–44 are leading the trend: 86% self-purchased fine jewelry.
• Top motivations include enhancing personal style (22%) and celebrating a milestone (22%).
• Rings remain the most meaningful investment for most generations — except for Gen Z, 35% of whom prefer necklaces.

The Rise of Self-Purchased Fine Jewelry

Self-purchasing has become a defining luxury trend in today’s consumer culture. For many, jewelry represents confidence, personal reward, and the freedom to shine without waiting for permission or a special occasion.

Although a majority of Americans across all ages purchase jewelry for themselves, Millennials are the dominant force behind this shift, with 86% of respondents aged 30–44 reporting a self-purchase. Gen X follows closely behind at 81%.

Experts suggest that this trend is driven by increased financial independence, personal priorities shifting toward experiences and self-expression, and a desire for pieces that offer emotional and long-term value. For Millennials and Gen X — groups now in their prime earning years — jewelry represents both personal meaning and a smart investment.

“A well-chosen piece of fine jewelry can become a symbol of a major life moment while also holding financial value over time,” Lemick said. “These are purchases that feel good emotionally and make sense practically.”

The Generational Spending Divide

The survey also revealed clear distinctions in how much each generation is willing to spend on fine jewelry for themselves.

Gen Z and Baby Boomers are more budget-conscious:

• Over one-third in each group prefer to spend under $500 on a self-purchase.

Affordability and practicality play major roles for these groups. Younger buyers often prioritize accessible price points, while many older buyers prefer simplicity and value.

Millennials and Gen X, however, are more willing to splurge:

• Nearly 1 in 5 Millennials would spend between $2,500 and $5,000 on a single piece.
• Another 8% of Millennials would spend over $5,000.
• Gen X mirrors similar attitudes, seeing jewelry as both luxury and reward.