Jewellery Gift Etiquette: Who Buys What, and When

When it comes to meaningful presents, understanding jewellery gift etiquette is essential. Unlike flowers or chocolates, it lasts for decades and often becomes a piece that’s passed down through generations. But because jewellery is so personal, many people hesitate:

• Is it too much?
• Too soon?
• Too intimate?

That’s where jewellery gift etiquette helps. Knowing who buys what, and when, ensures your gift is received with delight, not discomfort.

I’m Katie Silver, founder of Argent & Asher, and one of my favourite roles is guiding clients through these decisions. Over the years, I’ve seen how the right piece of jewellery given at the right moment turns a thoughtful idea into a treasured memory.

If you’re thinking about buying a jewellery gift, start with our article - Complete Guide to Buying Jewellery as a Gift (And Getting It Right Every Time)

Why Jewellery Makes the Perfect Gift

Jewellery has unique power as a gift because it is:

• Personal → it reflects identity and meaning.
• Enduring → solid gold or diamond jewellery lasts a lifetime.
• Symbolic → it marks milestones in a way few other gifts can.

However, etiquette matters. The closer the relationship, the more personal the piece can be.

How Jewellery Gifting Etiquette Has Evolved

Traditionally in the UK, jewellery was given only for engagements, weddings, or anniversaries. However, cultural shifts have expanded the occasions.

• Baby showers and push presents were long thought of as “something they do in the US.” Today, they’re becoming common in the UK, just like baby showers themselves. It’s now normal for partners to give jewellery after the birth of a child.

• Friendship gifting has grown too. An initial necklace, birthstone pendant, or personalised bracelet has become a popular way to celebrate birthdays, promotions, or new babies.

Etiquette is no longer about rigid rules, it’s about choosing pieces that feel appropriate to the relationship and occasion.

Match the Occasion: What Jewellery Works Best

Here’s a simple guide to what type of jewellery fits which moment:

• Birthdays & Milestones → Initial Necklaces or Personalised Jewellery.
• Graduations → Engraved or date-marked pieces.
• Anniversaries → Gold Name Necklaces or Diamond Name Necklaces.
• Push Presents → Diamond Name Necklaces in 14k or 18k gold, often customised with the baby’s name.

For a full breakdown, see my article: The Best Jewellery Gifts for Every Milestone

Role-Based Gifting: Who Typically Buys What?

Jewellery etiquette often depends on who is giving the gift:

• Partners & Spouses → milestone birthdays, anniversaries, push presents.
• Parents to Children → milestone birthdays (18th, 21st), graduations.
• Friends → baby showers, milestone birthdays, meaningful everyday pieces.
• Children → Mother’s Day or Christmas gifts.

 A good rule: the closer the relationship, the more personal the jewellery can be.

How Much Should You Spend on a Jewellery Gift?

Cost is one of the most Googled etiquette questions. A simple framework:

• Under £500 → thoughtful but lighter gifts, e.g. Initial Necklaces.
• £500–£1,500 → Gold Name Necklaces, perfect for milestones.
• £1,500+ → Diamond Name Necklaces, reserved for anniversaries, engagements, or push presents.

For a full breakdown, see my article: How Much Should You Spend on a Jewellery Gift?

Common Mistakes in Jewellery Gift Etiquette

Some of the biggest pitfalls I see:

• x Buying plated jewellery that won’t last.
• x Guessing sizes without checking.
• x Overspending on early relationships.
• x Forgetting personalisation.

Quick Etiquette Guide: Who Buys What, and When

• Partner → anniversaries, push presents, milestone birthdays.
• Parents → 18th, 21st, graduations.
• Friends → baby showers, milestone birthdays.
• Children → Mother’s Day, Christmas.

Personal Story: When Jewellery Etiquette Gets It Right

One client asked me to design a necklace for her best friend’s baby shower. Instead of focusing on the baby, she wanted something just for her friend. We created a delicate Initial Necklace with her newborn’s first letter.

Her friend was moved to tears, it was thoughtful, appropriate, and wearable every day. A perfect example of jewellery etiquette done right.

FAQs About Jewellery Gift Etiquette

Who is most likely to buy jewellery?

Partners and parents are the most common givers, but friends increasingly gift personalised jewellery for milestones.

Should we gift jewellery to someone?

Yes, jewellery is a meaningful gift, as long as it matches the relationship and occasion.

Is it okay to give jewellery as a gift?

Absolutely. Jewellery has been gifted for centuries, but etiquette means keeping the choice appropriate (personalisation for friends, diamonds for partners).

Is jewellery a personal gift?

Yes. That’s why etiquette matters, jewellery feels deeply personal, but that’s what makes it treasured when chosen well.

How much should I spend on jewellery for my girlfriend?

For a new relationship, keep it under £500. For milestone birthdays or anniversaries, £500–£1,500 is common. Reserve diamonds (£1,500+) for serious commitments.

How much do people spend on jewellery?

In the UK, spending varies, but surveys show milestone jewellery gifts often range from £500 to £2,000, with higher budgets for anniversaries or engagement pieces.

Conclusion: Thoughtful, Meaningful, Timeless

Jewellery gift etiquette isn’t about strict rules, it’s about thoughtfulness. By choosing a piece that fits the relationship, occasion, and budget, your gift becomes something they’ll wear and treasure every day.

Discover the right piece in our collections:

Diamond Name Necklaces
Gold Name Necklaces
Initial Necklaces
Personalised Jewellery Collection

And don’t miss: The Complete Guide to Buying Jewellery as a Gift.