Ten Tips for the Clueless Male This Valentine's Day

By Pat Dwyer, Jewelry.com

New York, NY February1, 2005, every year like clockwork, February 14 rolls around. The greeting card industry won't let you forget it. Profits for florists soar. Marketers push for you to buy their products. And women everywhere from eight to eighty, get huffy if they go unrecognized on Valentine's Day. According to Jewelry.com*, the number one visited consumer website for fine jewelry (more than 2 Million Unique Visitors per month), most men are clueless when it comes to knowing exactly "what women want" for this holiday.

A recent survey conducted by MVI Marketing with almost 4,000 consumer respondents (aged 25 to 55) noted 92.6 % of all men think that women want lingerie for a gift on February 14. To the contrary, only 2.5% of women think that lingerie is an appropriate gift. An overwhelming 90% of women surveyed by MVI Marketing said they would be most happy with a gift of fine jewelry. These same women reported that jewelry would be an appropriate gift for any occasion. Jewelry.com* reports that most women preferred jewelry hands down to any other type of gift including: flowers, chocolates, cards, clothing, perfume or a trip.

Why Jewelry? Simply put, because Jewelry is an enduring symbol of love. Flowers wither, perfume fades, clothing falls out of fashion, trips are taken, chocolates linger on one's hips, only jewelry has long lasting appeal. Why then do men fail to give the women in their life what they want? Most men are afraid to purchase jewelry because they fear buying the wrong thing, they are under the misconception that jewelry is expensive, they are afraid to ask for help or they panic because they have waited until the last moment to make a purchase. Listed below are 10 helpful tips to give any clueless male all he needs to become a perceptive Romeo.

10 Tips For Valentine's Shopping

What is her style? Is she classically inclined? Does she like an eclectic mix? Take notice of the jewelry she already owns and buy into her trend. Does she always wear a strand of pearls? A pair of earrings, a pin, a ring or a bracelet would easily enhance her style.
Take notice! There is nothing more alluring to a woman than a man who listens to her. Spend an afternoon window-shopping with her; she will happily point out all she likes if you quietly encourage her. Have a peek in her jewelry box - compliment her on items she already owns or thumb through a magazine and ask her what she finds appealing.
Does she have a favorite color? Gemstones come in a multitude of hues so you can make a selection from a veritable rainbow of color. Take a cue from her hair color, eye color, skin tone or wardrobe. Birthstones are an uncomplicated way to personalize a jewelry gift and an easy way to win her heart. Brands, like Cheviot (TM) Lab Created Sapphires make celebrity looks extraordinarily economical.
Fine Jewelry is eminently affordable. Most men think jewelry purchases are high ticket items but a wide array of beautiful styles are available at price points starting at $100 (the cost of a dozen roses in some areas at Valentine's Day).
Men, go with your instinct, you have surprisingly good taste, you picked her didn't you? Most women are pleasantly surprised when the men in their lives choose something that they love rather than trying to figure out what she would like.
Buy from reputable jewelry sources. Fine retailers including Jewelry.com's retail partners: Zales, JCPenney, Sears, Macy's and Helzberg Diamonds are all large national jewelry and department stores and will insure a certain level of comfort. These stores have trained salespeople whose job it is to provide you with reliable information. Find out what the return and exchange policies are before you make your purchase.
Pre-shop the mall - Get on line! An increasing amount of holiday purchasing is driven through the Internet. Visiting sites like Jewelry.com* will let you see a selection from a variety of retailers in one sitting, giving you ample opportunity to compare and contrast styles and price points.
Charmed I am sure! Luckily charms, come in a variety of motifs: hearts, moons, stars, clovers: while the heart has long been a romantic symbol, the clover shape is the newest way to say, "I love you!"
Check out her wish list: Does she circle items in catalogues? Or flag post-its in magazines? Does she keep a wish list with an on-line retailer? (Ladies take note) some sites like Jewelry.com* offer a service called E-mail a hint that allows you to send a hint via email of items that appeal to any clueless male you know so you can turn him into a perceptive Romeo.
Lastly, the only mistake you can make this Valentine's Day is to NOT purchase jewelry.

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* Jewelry.com is the preeminent online gateway resource for jewelry, providing modern consumers with an unsurpassed assortment organized by occasion, style and budget. Jewelry.com is the one-stop jewelry resource for consumers as well as provides a critical competitive advantage for the finest and most trusted jewelry manufacturers and national retailers. Jewelry.com has redefined the conventional relationship between jewelry manufacturers, retailers and consumers, thus changing the paradigm as well as the standards and practices, merchandising and sales in the jewelry industry.

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