You don't need a man for these diamond rings

When it comes to ladies lusting for a shiny new piece of jewelry, there are those who wait for someone to buy it for them and those who buy it for themselves, jewelers say. The "self-purchasers" — the ones buying jewelry for themselves — are increasing in number and more common than ever.

"Women now make as much money as men. They can buy rings without the presence of the other half, if they wish to," says Norman Schnall, director of Turgeon Raine, an independent fine jeweler on downtown Seattle's Fifth Avenue.

Hence the rise of the right-hand rings. Sales of the right-hand rings are on the upswing. These I'm-an-independent-woman-hear-me-roar symbolic rings come with all sorts of styles and embellishments, from multi-row diamonds, metaphoric full-circles, vibrant-colored gemstones, nostalgic art deco styles, a vintage or contemporary look, and other fun, flirty designs. In essence, any sparkly bling worn on the right hand's fourth digit can be a "right-hand ring." The concept is that women who are not married or engaged can don a sparkling diamond rock worn on their right hand, opposite of the left ring finger, which traditionally displays an engagement or a wedding ring.

Two years ago, De Beers, the diamond industry mega corporation, launched its successful right-hand ring advertising campaign with the slogan "Women of the world, raise your right hand!" One of the company's ads states, "Your left hand says 'we.' Your right hand says 'me.' Your left hand rocks the cradle. Your right hand rules the world." The message is that the right-hand ring signifies independence and power, and a token of love from you to yourself. This brilliant marketing campaign, which has appeared in major fashion publications, markets to the "Sex and the City" demographic — the single, financially independent women who can afford to buy their own diamond jewelry.

"Women don't have to wait for anyone to buy a ring for them, they can buy it for themselves," adds Schnall, who has seen a surge of women buying jewelry independently. Turgeon Raine's luminous Fancy Color diamond right-hand ring collection attracts the self-purchasers, he says.

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TIFFANY & CO.

Celebration rings by Tiffany & Co.

Celebrated luxury jeweler Tiffany & Co. introduced its own exquisite twist on the right-hand ring with its Celebration rings. These shimmering, stackable rings were designed to celebrate women's milestones — birthdays, promotions, birth of a child or a project, new beginnings, a couple's anniversary or the anniversary of getting over him. "Celebration rings are worn to celebrate any of life's moments and occasions," says a downtown Seattle Tiffany & Co. sales associate.

Though the lavish right-hand blings can be pricey — ranging from $700 to $20,000 and above from designer jewelers, affordable right-hand rings can be had without breaking the bank. Discount retailer Wal-Mart kicked-off its economical version named Independence, and chain jewelers such as Zales Jewelers and Weisfield Jewelers offer right-hand deals, items that are easier on the pocketbook.

Without a doubt women are treating themselves more indulgently when there's the urge to splurge. When asked "why," there's only one answer necessary: simply because women are worth it.

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