Is Jewelry a Good Investment? Here’s What Most People Don’t Realize

At V Jewelers, we get asked this question all the time:

“Is jewelry a good investment?”

The answer? Not in the way most people think.

Yes, it has value. Yes, it lasts. But if you’re expecting to buy jewelry and sell it later for more money—you’re probably going to be disappointed.

Where Did the “Investment Jewelry” Myth Come From?

Back in the 1970s and 1980s, when inflation was soaring and gold prices were climbing, people started pitching “investment-grade diamonds” as a way to protect wealth.

But it wasn’t financial advisors doing it—it was cold-callers, offshore brokers, and high-pressure sales reps. They sold loose stones with certificates, fancy charts, and bold claims that diamonds would appreciate like stocks.

Some jewelers joined in. Many didn’t. But the myth stuck.

Even today, people still come into jewelry stores across Arizona thinking that a ring or necklace will go up in value over time.

Why Most Jewelry Doesn’t Hold Its Price

Here’s the truth: jewelry isn’t traded on an exchange. There’s no resale app, no public market. And when someone tries to sell it, they’re often offered wholesale prices, which are much lower than what they originally paid.

That’s why most jewelry doesn’t hold its value financially.

But that doesn’t mean it’s worthless. In fact, it’s the opposite.

The Real Value of Jewelry Is Emotional—Not Financial

At our family-owned jewelry store in Surprise, Arizona, we’ve seen people treasure pieces that would barely sell for anything—because they belonged to someone they loved.

One moment stands out:

A young woman brought in her grandmother’s ring. It was scratched, worn, and filled with decades of hand lotion and hairspray. We offered to clean it. She said:

“No… I want it just like this.”

Because it wasn’t just a ring—it was hers. It still felt like her grandma.

That’s when it really hits you: jewelry doesn’t just carry gemstones—it carries memory.

Jewelry Is How People Will Remember You

When you wear a chain, a pendant, or a wedding ring—your kids and grandkids notice.

They see it on you during the milestones. They watch you put it on for the holidays, or date night, or church. And one day, when they hold it… it won’t just be a piece of gold.

It’ll be you.

They won’t care what it appraises for. They’ll care what it reminds them of.

That’s what makes jewelry valuable—not its resale price, but its legacy.

So… Is Jewelry a Good Investment?

If you’re asking whether it will appreciate like real estate or stocks—no.

But if you’re asking whether it’s worth it…

To mark a moment.
To celebrate a relationship.

To pass something down that holds meaning…

Then yes. Jewelry is one of the best investments you’ll ever make.

Looking for a Trusted Jeweler in Arizona?

V Jewelers has been serving Surprise, Glendale, Phoenix, and the greater Arizona community since 2005.

Whether you’re designing something custom, restoring an heirloom, or just want honest advice—we’re here for the long haul.

Let’s create something worth passing down.