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Where does buying jewellery fit in with our basic needs?

Where does buying jewellery fit in with our basic needs?

  • Where does the need come from?
  • What else can we infer from Maslow’s hierarchy of needs?
  • What influence does society have on our needs?

Jewellery has always played an intricate part in the human life. We have always had the need to adorn ourselves, even with animal bones, shells, flowers or feathers when nothing else was yet available. Moreover, we have grown to award our jewellery with religious and symbolic meanings. But why do we value jewellery so much? Why do we wear it?

  • 2.50 carat solitaire diamond ring in white gold From USD 1.210
    (excl. VAT)
  • 2.00 carat trilogy ring in yellow gold with princess diamonds From USD 1.890
    (excl. VAT)
  • Trilogy ring in yellow gold with a central sapphire and 2 round diamonds From USD 1.890
    (excl. VAT)
  • 0.70 carat diamond earrings in red gold From USD 910
    (excl. VAT)

Where does the need come from?

Buying jewellery with which to adorn ourselves can be psychologically explained using Maslow’s hierarchy of needs. Psychologist Abraham Maslow first published this motivational theory representing basic human needs in 1943. When we approach buying and wearing jewellery as he would, we discover it can be interpreted within the higher needs. The middle of the hierarchy is devoted to the need of belonging and love.

That social need is often expressed through symbolic jewellery such as friendship bracelets, exchanging Valentine’s Day gifts and expressing our commitment to one another through marriage.

What else can we infer from Maslow’s hierarchy of needs?

Rising one more step in the hierarchy, we are introduced to ‘esteem’, a higly relevant need today, some 75 years after Maslow developed his ranking system. After all, could social media and the invention of the selfie not be interpreted as ‘esteem’ incarnate? Whether it comes to buying jewellery, finding a new pair of shoes or trying out a new recipe: we share it on social media and hope for plentiful likes.

The top of the hierarchy shows ‘self-actualisation’. It goes without saying that buying jewellery plays an important part in emphasizing our personality and style.

What influence does society have on our needs?

Even though our needs never appear to change, time and societal influences play a key role in how we fulfil those needs. In the past, buying jewellery was often reserved for the wealthy. They wore jewellery to show off their heritage and fortune, which can easily be compartmentalized in those top tiers of the pyramid by which the hierarchy represented. Moreover, wearing jewellery was a predominantly female trait for a long time, a trend that has been slowly changing over the past years. Not only cufflinks and watches are now at the top of his list, so are diamond rings for men.

Why do you like diamond jewellery? And which types of jewellery do you prefer? Draw inspiration from the extensive online assortment at BAUNAT or contact our jewellery experts for the perfect piece.

Written by: CHLOÉ POUPON-DUMONTET Diamond Jewellery Advisor

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