How not to feel guilty about buying jewellery?

There is a particular moment that happens right before buying something beautiful. A moment often accompanied by a small internal committee meeting. One voice says: “This is beautiful. I need it. It is exactly what I’ve been looking for”. Another one argues: “I already have something like it”. And the third one asks: “Do I really need this?”.

It is an interesting question, because the answer is almost always no. No one truly needs something only because it is beautiful. And yet, here we are, trying to convince ourselves otherwise: “it’s versatile, it will bring me joy, I simply need it”.  All perfectly reasonable arguments, delivered with great sincerity. Meanwhile, quite often the reason for wanting something is much simpler: it is just beautiful.

This sometimes comical negotiation with oneself is not accidental. It shows how much more layered our decision-making has become. Wanting something simply because it is beautiful is rarely guilt free – it comes with questions, hesitation and second thoughts.

But beauty does not lose its importance over time. If anything, it becomes more meaningful. And this is not just poetic – there is research to back it up.

Studies of aesthetic experience show that encounters with beauty and art can positively affect our emotional state and psychological well-being. People who engage with beautiful objects tend to experience positive mood shifts and reduced negative emotion, even after a brief exposure.

Other research argues that being in the presence of something we find beautiful often elicits deep emotional responses like wonder or admiration, which are meaningful contributors to emotional richness, feelings of being grounded and well-being.

Moreover, studies link frequent aesthetic engagement with deeper senses of meaning and life satisfaction, suggesting that beauty does not just feel pleasant in the moment – it connects us with what makes life feel coherent and valuable.

Seen this way, the hesitation we feel when choosing beauty is not a flaw. It is more a sign that we are paying attention. Not everything beautiful needs to be owned, but some things earn their place in our homes because of how they make us feel over time. Perhaps the question is not whether “Do I really need it”. Perhaps it is whether we allow ourselves to recognize how beauty supports our emotional and mental well-being. And maybe, in the end, choosing beauty with intention is not something we need to convince ourselves of at all. It is simply one of the ways we learn to live more attentively and more kindly with ourselves.

So how not to feel guilty about buying jewellery (for yourself)?

1. Take your time

Guilt often shows up when a decision feels rushed. Impulsive purchases can lead to owning things we rarely wear and they also take away the pleasure of browsing, choosing and selecting something for yourself. Giving yourself time allows the excitement to settle and makes space for a clearer decision. When we choose slowly, the process feels more grounded and easier.

2. Imagine wearing it

Imagine wearing the piece in your everyday life or on a special occasion. How does it make you feel? Does it lift you, calm you, bring a sense of confidence, or create a good feeling? Jewellery can influence how we experience ourselves in subtle ways and paying attention to how a piece makes you feel can be helpful guide when choosing.

3. Remember: desire does not = vanity

Wanting something pretty does not mean that you are looking to fill up some gap. You are already beautiful and complete as you are. A pair of earrings is not meant to change your life, but to celebrate it. Research on purchase motivation shows that people often choose jewellery as a form of self-care, celebration and or emotional satisfaction. Recognizing this can help release the idea that desire always needs to be justified.

4. Plan your outfits

Picture and plan wearing it: at work, with your favourite blazer, out for dinner, or on an ordinary day that could use a little sparkle. Having a plan takes the pressure out of the question, “But will I wear it?”. When we make a plan in advance, we are more likely to give follow up and see how that new piece of jewellery feels. And if it turns out that it does not quite fit or does not feel right, returning it is always a valid option.

5. Allow pleasure to count

We are very comfortable justifying practical purchases. We are less comfortable allowing pleasure and desire to stand on its own. Emotional value, meaning and enjoyment are real forms of value too. When a choice is made with attention and care, it does not need further justification. Intention does not make a decision perfect, but it does make it honest and true to you.