How to Avoid Mental Dissonance and Remorse When Jewelry Shopping

Shopping can be so enjoyable it almost feels therapeutic. Most of us may not go down the Confessions of a Shopaholic rabbit hole, but retail therapy is pleasurable for many people. Cleveland Clinic notes that it can release happy hormones like serotonin and endorphins, elevating the brain and the soul.

Jewelry is one of the popular picks for shopping that promotes joy. It gives people a gratifying sense of being fulfilled and rewarded. Moreover, the beauty of a rare diamond or the glitter of gold stimulates our senses delightfully. 

And yet, some of us feel bogged down by dissonance and remorse after buying these items. These conditions bring characteristic disappointment and doubt, triggering conflicting emotions about owning the earrings or bracelet you so loved in the shop window.

The likeliest cause is the hefty price tag. Statista notes that the global luxury jewelry market reached 31 billion euros in 2024. With widening economic gaps so evident globally, some customers find spending on luxury items questionable. It also creates nagging doubts about whether you could have spent the money better on necessities, like schooling or medical expenses.

Focusing on four core elements during jewelry shopping–or any other indulgent item–can help you avoid these feelings.

1. Alignment: Pick Jewelry That Connects to Your Personality

One of the top reasons for buyer’s remorse is feeling you ended up with something that does not match your personality. Even the most careful shoppers sometimes make impulse decisions. Such purchases are more likely to cause emotional dissonance when you examine them later.

For example, some people associate gold jewelry with tradition and security. This durable metal makes some of the most lasting earrings and necklaces for weddings in many parts of India and China. However, it may cause a disconnect in you if you associate it with adjectives like ostentatious or over-the-top.

You can make considered jewelry decisions by practicing mindfulness–yes, really. Focus on your breathing for a while, letting the idea of the purchase stew in your mind. Some people swear by the 48-hour rule, which recommends waiting for two days before sealing the deal. Keep things in your shopping cart if you prefer online retail.

2. Rationale: Natural Wins Over Lab-Grown in Resale Value

Another source of buyer’s remorse is suspecting that the expensive item will not have any resale value. For example, many people invest in gold because of its excellent resale value, which provides a security blanket.

When it comes to diamonds, natural ones have a good resale value. On the other hand, lab-made diamonds fare poorly in this regard. CNBC assesses that the prices of lab-grown jewelry are falling fast, which further limits their resale potential, even slowly pushing them to costume jewelry territory. 

Resale value is crucial for shoppers who buy diamonds and other gemstones as long-term investments. Realizing that the supposed investment did not pan out as you’d hoped can be disappointing, to say the least.

3. Learning: Leibish Suggests Knowing the Types of Diamonds

While we’re on the subject of diamonds, educating yourself on their various types can help you avoid making suboptimal choices. 

For example, suppose you decide to buy a natural diamond engagement ring. You should read about and discover the different types of diamonds to avoid post-purchase disappointment. 

Research will tell you that yellow or brown diamonds may be cheaper than blue or red ones since the latter are extremely rare. Similarly, Type IIa diamonds are valuable as they have no impurities and shine with exceptional brilliance. You must weigh the cost and perceived value based on your distinct needs and situation.

4. Self-Care: Restraint is Not Excessive Self Pressure

Finally, some people experience buyer’s remorse because they feel jewelry and related products are an indulgence. Hence, they go against restraint that you may have resolved to maintain in your finances.

This thought process can stem from excessive self-pressure, i.e., subjecting yourself to extreme standards of control. For some, these behaviors manifest as obsessive calorie counting. In others, they may appear as painting retail therapy in a villainous light.

You can manage these feelings by analyzing the motives behind the purchase. For example, perhaps it is a gift for a special occasion. Or, it could be a gift to yours truly for a job you accomplished. Assessing the future financial potential of the jewelry can also soothe the mind.

There are many reasons jewelry has survived and flourished over the years. Jewels embellish and lend character like nothing else. But they also represent personal values, culture, and things that make life worth living. No wonder jewelry is associated with life-changing moments like getting engaged or marking your parents’ golden anniversary.

Tune into your thoughts before finalizing the purchase, and don’t mistake careful consideration for uncertainty and doubt.

Photo by Khairul Onggon