A Guide to Buying Jewellery – Avoid the Pitfalls


A Guide to Buying Jewellery

Make Her Smile

There isn’t a gift more guaranteed to delight than the right piece of jewellery for the right person… but nor does any type of gift present more potential pitfalls. Jewellery Designer, Emma White, offers up some timely insider advice on jewellery shopping and guides you through the most important need-to-knows in the business…

Jewellery is undoubtedly the ultimate women’s gift. It is by its very nature an intimate gift – worn close to the body – and it makes a strong and personal statement about the wearer. Jewellery can be sexy, cute, stylish, flamboyant, eccentric, individual or classic and has been used as a symbol of love and affection for centuries.

As the owner of a jewellery boutique I am often told that buying a jewellery gift is difficult – and I agree. The risk in buying such a personal gift can bring an exquisite mixture of pleasure and pain, but I can help! This guide is honed from years of experience as a jewellery designer and retailer – and please believe me, as huge fan of receiving jewellery, it’s worth the risk (take note Mr. White). When you get it right, it’s the best gift ever.

Butterfly Bangle solid sterling silver £60; Family tag bracelet in solid sterling silver £100; Solid sterling silver man’s bangle £200 - all by Emma White/Pink Butterfly

Butterfly Bangle solid sterling silver £60; Family tag bracelet in solid sterling silver £100; Solid sterling silver man’s bangle £200 – all by Emma White/Pink Butterfly

“Second opinion”

Here are my pointers toward success under the Christmas tree!

Who is it for? Take note of their personal style. Do they dress in bright colours or neutrals? What sort of jewellery do they wear – small and subtle, or big statement pieces? Is it white or yellow metal? Are their ears pierced? Look at their wrists and neck; this can help when thinking about the fit.

Whose look do they admire? You can encourage an opinion with a strategically placed opinion of your own. If you shop together take note of things that elicit a comment and remember the piece so you can go back for it or look for something similar.

Pick Someone’s Brain
If your intended recipient usually hits the shops with a particular friend, ask them for ideas. Generally women buying for their friends are more certain of their choices than a husband buying for his wife! If buying for a friend a second opinion can be useful – but beware – a third or fourth can over-complicate matters!


Use Your Retailer
Share the knowledge you have gleaned and ask for recommendations. A good sales person will listen, ask relevant questions and guide you. It can save you lots of time. Jewellery shops are full of little things to look at and your sales person will know every piece and save you having to scrutinise each cabinet. Don’t be shy to mention a budget either; again this can save you lots of time and helps your sales person to show you an appropriate selection. They can also tell you about the most popular collections and how different jewellery choices can work for different lifestyles, outfits and occasions. If you are buying a handmade piece it is lovely to find out about the jewellery, how it was made and by whom, making your gift even more special.

yorkshire jewellery

Have Something Made
Personalised jewellery is BIG business right now. Have a piece made with a special date or name on it, a personal message for a friend or even a favourite quote from a poem or song. You can also consider having a piece designed – have they always wanted a piece of amber set into gold and you can’t find one? Have it made! Allow around 4-6 weeks for something designed from scratch and use a jeweller you trust. Personalised items are usually much quicker and take 1-2 weeks here in Pink Butterfly, other places may vary.


Get it Wrapped
Part of the excitement in a jewellery gift is in the beauty of its presentation. A pretty box, beautifully wrapped creates a buzz of anticipation and makes your gift that little bit more special. It can also make an inexpensive gift look much more costly – a real bonus if you’re on a budget! Besides, it saves you having to struggle with the tape and ribbon yourself!

Get on with it!
In Pink Butterfly we don’t see many women on Christmas Eve. We see a variety of men ranging from the calm and collected confident man who knows just what to buy, to wild-eyed, panic-stricken individuals, who have clearly just realised that Christmas Day is less than 12 hours away and are thinking about it for the first time!

Regardless of who the gift is from, or to, buying it should be an enjoyable experience. I believe that the pleasure in purchasing is directly related to the pleasure of giving. There are not many women out there who don’t eye the smallest gift under the tree hoping for something special to wear on the throat, ear or arm. So take the plunge and choose a jewellery gift this year. Go on… make her smile.


Leave a reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.