#Japan #Tokyo #Consumer Trends #Grace O'Malley #jewelry quality

The Shift in Jewelry Buying Behavior Among Women in Their 40s

In a notable change in consumer behavior, women in their 40s are prioritizing quality over design and price when purchasing jewelry, according to a study conducted by the jewelry brand Grace O'Malley, operated by Crane Co. in Tokyo. The survey revealed that a significant 43% of respondents identified quality as the most important factor in their purchasing decisions, marking a significant shift from past preferences.

A Shift Towards Quality

This trend indicates a movement away from the traditional mindset of buying jewelry based on design or price. Women are now gravitating towards a philosophy of “the beauty of longevity”, seeking pieces they can cherish for years rather than simply keeping up with current trends. Market observations also show a growing demand for quality diamond jewelry suitable for daily wear, prompting Grace O'Malley to establish new standards for “everyday diamonds.”

New Standards for Everyday Diamonds

To accommodate this shift in values, Grace O'Malley has developed a new standard specifically for diamonds that can be worn daily. The key features include:

• - Top-grade diamond cuts
• - Availability of 0.1-0.3 ct sizes for everyday use
• - Structural designs that prevent snagging on clothing
• - Arm balances that minimize discomfort during long wear
• - High-end aftercare services comparable to department store quality
• - Minimalistic designs that blend seamlessly with daily activities

These standards reflect the demands of 40-something women for beauty, peace of mind, and longevity in their jewelry.

Changing Values in the Jewelry Market

The survey highlights a growing emphasis on purchasing durable and long-lasting items, aligning with broader consumer trends that favor quality over quantity. The shift toward valuing sustainability and longevity in purchases is also observable in household spending data, which increasingly indicates that consumers view jewelry as a sound investment rather than merely a luxury.

Women in their 40s are now expected to choose jewelry that meets their unique standards of lasting quality and aesthetic appeal. This change signifies a new era in jewelry shopping where personal preferences take priority.

The Demand for Diamonds in Daily Life

An analysis of customer data reveals several factors contributing to the rise in interest for everyday diamonds. These include:

• - Increased visibility of hands resulting from prolonged PC and smartphone use
• - Greater emphasis on hand appearances due to wearing masks
• - The growth of “hand coordination culture” encouraged by social media
• - Rising awareness and care for manicures and hand aesthetics

Search trends also suggest that more consumers are seeking investment in their hands, indicating an evolving cultural trend. Consequently, diamonds are being accepted not just as precious items for special occasions, but rather as essential companions for everyday life.

Why Quality Matters for Women in Their 40s

During in-store interviews, women expressed their reasons for prioritizing quality. A beautifully cut diamond can enhance the overall appearance of an outfit, making hands look more appealing. Even smaller diamonds can possess a significant presence when crafted with quality, leading to a growing desire for one truly excellent piece to cherish through the years.

Market Trends Favoring Everyday Jewelry

Industry reports indicate a consistent rise in demand for jewelry suited for everyday use. The findings of Grace O'Malley's recent study correlate well with the overall shift in consumer values within the jewelry market. More women in their 40s are embracing a return to quality, a trend that seems to be gaining significant traction.

Future Initiatives by Grace O'Malley

In response to these evolving market preferences, Grace O'Malley is committed to creating a shopping environment that empowers women in their 40s to make reasoned choices about their jewelry. The company plans to:

• - Enhance communication through official LINE and Instagram for event notifications and new product announcements
• - Increase transparency in pricing information and establish quality standards
• - Launch new product lines targeting women in their 40s that emphasize everyday diamonds
• - Expand after-sales services, including cleaning and maintenance

Through these efforts, Grace O'Malley aims to support its clients in selecting jewelry they can confidently treasure for years to come.

Survey Overview

• - Method: Original survey conducted among in-store customers and Instagram followers
• - Target: Women in their 40s
• - Survey Period: November 21, 2025 - December 5, 2025

For more information, visit Grace O'Malley's official website: Grace O'Malley Official Site
Store Location: Matsuzaki Ginza Store, 3-6-1 Ginza, Chuo, Tokyo, Accessory section, 1st floor
Phone: 03-4500-8505
Access: Directly connected to Ginza Station via subway lines

About Crane Co.

• - Company Name: Crane Co.
• - Headquarters: 5-6-26 Minamiaoyama, Minato, Tokyo, Aoyama 246 Building 5th floor
• - Representative: Jun Arakaki
• - Established: November 2005
• - URL: Crane Co. Official Site