gender bias – The Gemstone Project

Happy first birthday to The Gemstone Project!

Lets see, the past year has been chock full of wonderful craziness.

August 2014
The first month started out with a lot of posts about various gemstones, including a colorless garnet, and gray spinel. It included an unheated Umba color shifting sapphire in a Harry Winston inspired halo that I helped put together for a friend. I posted a bit about myself and some about my photography. And I topped off the month with my first Gem Blast.

September 2014
September started out with a visit to Lang Antiques in San Francisco that took up three posts. September included three Gem Blasts, including one about considering gemstone recuts. I concluded September with my handy guide “Scale of Gray” for seeking out gray spinels.

October 2014
October gave way to talk about birthstones, including two antique birthstone rings, tourmaline & opal. I touched on gemstone cutting flaws and what to keep an eye out for. I posted a design I used for my first jewelry design contest with David Klass. I included posts about tsavorites, Mahenge spinels, and an evaluation I did for a friend on a red spinel. Two designs were posted, including a breast cancer awareness ring and a red spinel inspired by the Art Deco period. October only had one Gem Blast – sapphires and moonstones.

November 2014
I created a Facebook page in November! I posted my drawing process for my solitaire setting entry for another of David Klass’ contests, this time winning. I also featured willajunejewelry. A Gem Blast about diamonds, some rough ideas for a NYC ring, plus some random thoughts flowed through November.

December 2014
A feature on Jewels by Grace brought December in with bang! Though the rest of the month I stayed a bit quieter due to the holidays, I still had a range of topics to cover. I wrote about design ideas and inspiration for my pad sapphire ring. A Gem Blast on Merelani Mint Garnets, my thoughts on what the New Year would bring, and a post about lapidaries fleshed out the end of the year.

January 2015
I brought in January with my own type of confetti: red spinel melee. A reader had suggested posting about a guide of what to look for in a gem. I announced that I was starting to design my own line of jewelry, posted a Gem Blast on the many gems at my beloved gem store and another Gem Blast celebrating January’s birthstone, several varieties of garnets. Then January closed with my declaration of opening an etsy store.

February 2015
February started with me changing to trade status on Pricescope and picking up a new username, and a post about fantasy cut gemstones. Pantone had announced their color of the year to be Marsala, and I have a few things to say about that. Sticking with the birthstone idea, I posted a Gem Blast about amethysts. I added a simple diamond pendant design, and a post about my most memorable Oscar jewelry.

March 2015
I brought in March with a post about a green beryl/aquamarine, another birthstone post. Some discussion about current jewelry trends took place, as well as a post about red spinel. I finally posted the finished product from winning David Klass’ contest. A more detailed post about my design aesthetic wrapped up March. But that wasn’t all! I also started a TGP Twitter account, and my 3rd ring prototype was completed, and the 4th one put into production.

April 2015
Since diamond is the birthstone for April, and also my birthstone, I decided to dedicate almost the entire month of posts to diamonds. Until recently I wasn’t a diamond lover, so I blogged about diamonds that really captured my imagination, including rose cut diamonds, a yellow diamond trillion, and a pinkish brown diamond. But I didn’t post entirely about diamonds – I added in a post with the end product of my David Klass contest band. My 4th prototype was completed too, and the 5th prototype was put into production! I also got a gem back from AGL as certified unheated. The event that took place that I was most excited about was a sapphire purchased from my shop being used as an engagement ring!

May 2015
Of course I would have to do an emerald Gem Blast for May, since it is the birthstone for the month and that seems to be the trend I picked up on! May was an incredibly busy month for me with JCK at the end, and preceding where to find me on social media, and a post about how I would be posting to instagram and twitter from JCK. I also finally posted a post I had made on sexism and gender issues within jewelry marketing and the jewelry trade. I also included a Gem Blast of the AGL certified violet sapphire. 5th ring prototype was completed!

June 2015
June did not get a birthstone post! Instead, I did a post about my jewelry line updates, a post on blue-green tourmalines, THREE posts on my experiences at JCK, including meeting lots of colored stone celebrities. I also did a post on metal color and how I prefer color flow to contrast, and how I like colors to work together. I also did a post about imitation and inspiration that had been writing itself on my phone for months prior. I finished the month with a Gem Blast on a stunning tanzanite from Precision Gems.

July 2015
July kicked off with a post about sending a sapphire to AGL and getting it tested. I then had a bit of an artistic funk and found myself writing about art of other mediums – Angie Crabtree and some chefs made some brief appearances and helped lift my spirits and inspired me further. I also got to the final stages of a big custom project, and took a fantastic mini vacation down to San Diego at the Vineyard Hacienda, which also helped get the creative juices flowing. I published a “living document” I had been writing about gemstone terms and vocabulary, and hopefully that will still be added to continuously. I finished off July with a couple of Gem Blasts – moving across state lines does not make for a lot of blogging time!

August 2015
August has only just begun again, but already this one holds a special meaning to me – I have never been good at continuing things – I have started so many blogs and stopped writing after a couple months, or lost interest, or whatever, so to reach and celebrate a year of posts, and all of the incredible things and wonderful people I have met – it truly is a remarkable milestone for me. So far into August, I have posted only one blog, but it has been one of the most important and edited (18 times! Two different highly educated editors!) items I have ever written – Gender Inequality and the Jewelry Trade. Oh, and I also moved across the country, a thousand miles to the north counts, right?

Here is to the future and everything it may bring!

I’ve been writing this post over a long period of time. If you’ve read through my about me post you know that I have a bachelor’s degree in psychology, but what I haven’t mentioned is that my minor was sociology. In both my major and minor, I concentrated in classes related to relationships, which included several on gender. In my studies I also took elective classes on both Social Control and Consumer Psychology, both of which have served me well and opened my eyes to thinking critically about the world around me, and specifically the world of jewelry.

This blog post is adapted from part of a research paper I wrote on diamonds for my Social Control class, and includes some anecdotal personal experience. I did not take any of the images in this particular blog entry.

Diamonds are a girl’s best friend. Or so the song says. (Sorry Marilyn, I prefer Nicole’s version.)

Jewelry, as we know it today, is primarily marketed at women. “Women of the World, Raise your Right Hand!” became a popular slogan of DeBeers, in 2003, in an attempt to sell more “right hand rings” and broaden their marketing target to include not only the important diamond-clad left hand belonging to married and engaged women, but also single women and other women who would be disinclined to buy a diamond solitaire for their left hand. Tiffany, other large luxury companies, and fashion houses have all created and successfully marketed signature engagement ring lines, but until DeBeers started the “Raise your Right Hand!” campaign, most women’s jewelry boxes contained few if any rings besides the engagement, wedding and perhaps birthstone or heirloom rings. The right hand ring campaign ended only a couple years after it started, but the idea remained ingrained into society, although certainly not as widespread as it could have been.

DeBeer’s “Women of the World: Raise Your Right Hand” marketing campaign, print ads.

Diamond seller’s marketing campaigns have influenced the American public through their popular culture by glamorizing diamonds and glorifying them as the hallmark for engagement, marriage, milestones, and various types of celebrations. So many specific examples come to mind. “The Bachelor” and “The Bachelorette” come to mind as a piece of pop culture that exemplifies the huge glamorous engagement ring, which clearly resonates with the American public, as the concept is in it’s 13th year. Every season of The Bachelor has shown a segment where The Bachelor meets with celebrity jewelry mogul Neil Lane for a private engagement ring buying session, with zoomed in images of the various styles being picked over. Then, when The Bachelor proposes to his bride, we get another detailed shot of the ring in the box, with Neil Lane’s logo prominently displayed. This, and other targeted marketing has created control over traditional gender roles and it links supply and demand to style and culture. Under this sun shiny image perpetuated by the wedding industry is a darker, more sinister message: marriage with the requisite material possessions is the American Dream. The item that propagates marriage – an innocuous looking diamond engagement ring.

Chris Soules (ABC’s The Bachelor 2015) engagement ring to Whitney Bischoff, at the proposal.

Both effective and non-effective marketing ploys from De Beers include: Failed attempts by diamond industry to create the “male engagement ring” in the early 20th century, “Diamonds are Forever”, the three stone ring-representing your “past, present and future”, “promise rings”, the creation of “journey jewelry”, the aforementioned “diamond right hand ring”. Go back and read that again, and carefully consider which gender each concept is aimed at. The introduction of salary suggestions as a marketing ploy for engagement rings began in the 1930s with DeBeers: two months salary for the United States, three months salary in Asian markets and one month salary in the United Kingdom, where colored gemstones or very small diamonds are typical for traditional engagement rings given to a man by a woman. According to statista.com, in 2013, 50% of jewelry sales was made by married women of non-bridal diamond jewelry, 35% was made of single women in non-bridal jewelry, while only 12% included sales of diamond engagement rings with only 3% was made up of diamond wedding bands.

DeBeer’s USA engagement ring print ad: how to make two months’ salary last forever.

Some movies that glamorize diamonds include: Titanic, Breakfast at Tiffany’s, Sweet Home Alabama, How to Lose a Guy in 10 Days, Moulin Rouge and Gentlemen Prefer Blondes, among many others. It is interesting to note in most diamond focused movies women are always the ones wearing, wanting or being impressed by diamonds. A man is rarely depicted desiring or wearing a diamond and this may be tied to the “diamonds are for women” stigma, which seems to be the popular stance for most men rejecting diamond jewelry as a whole.

One of the most iconic jewelry related movie scenes, Julia Roberts and Richard Gere in “Pretty Woman”

The Tiffany & Co engagement scene from “Sweet Home Alabama”.

Kate Hudson, glowing with a massive yellow diamond, during the jewelry party scene in “How to Lose a Guy in 10 Days”

Madonna, Britney Spears, Kim Kardashian, Elizabeth Taylor, royalty from other countries, Superbowl rings and athletes, socialites, hip-hop, rap, movie, music and television stars have helped maximize the exposure of diamonds to the American public, signifying their desirability. Diamonds are frequently seen on women at the red carpet of movie premieres, award shows and other celebrity studded events. It is rare for a man to wear statement jewelry on their tuxedos, although lapel pins seem to be making a comeback. Do you remember the hoopla when Johnny Depp was “caught” wearing an antique diamond ring? He said it was supposed to be for his betrothed but he liked it and kept it. People were aghast at a male wearing a “female” style ring, and news stories were in abundance at his audacity to go against the norm.

Johnny Depp, rocking a diamond engagement ring.

Kim Kardashian, showing off her engagement ring.

The concept of gender is prevalent throughout the diamond and jewelry industry, with pictures of delicate engagement rings being concentrated and aimed at the female population. The male engagement ring does not exist in the United States, although there was a failed past attempt by De Beers to create one. “Ladies jewelry” styles are more delicate, with fine filigree work and more intricate detail, as well as small pave stones. “Men’s jewelry” tends to be very substantial, with fewer stones or larger bulkier stones. There are fewer diamond wedding bands for males because of the concept that diamonds are for women, not for men. The potential of the man’s non diamond ring could have correlation with men traditionally having more manual-labor or dangerous jobs, where rings in general may become a safety liability, while the lack of diamonds on said rings may have something to do with the concept of masculinity and the diamonds undermine this masculine ideal.

The diamond engagement ring should be, according to popular culture, the most flawless and largest diamond a man can afford because it represents his love for a woman. Diamonds have become representative of marriage because marketing campaigns have entrenched our society in the idea of the symbol of the engagement ring and diamond wedding rings are sometimes the only diamonds a woman will receive in her lifetime. There few advertisements of diamonds in homosexual relationships because the diamond industry is focused on traditional heterosexual couples as their primary market. It is only with Tiffany’s newest campaign that gay couples have been entered into the target market, and it is maddening that it has taken this long for the jewelry industry to embrace gay marriage, as it seems that it had been missing a great target market before. When you consider how entrenched the jewelry industry is in traditional gender roles, and has been for almost a hundred years, suddenly marketing to same sex couples is quite the mountain to overcome.

Traditional gender roles and gender inequality have saturated jewelry marketing to the extent that we no longer see it.