The Changing Face of Precious Jewellery as a Body Adornment: An Exploratory Study in the Ashanti Region of Ghana

Abstract

This paper provides empirical evidence on the factors influencing the upsurge in the use of fashion jewellery in the Ashanti region of Ghana. An inductive research approach based on qualitative research methodology was adopted. Questionnaires and personal interviews were used to collect data from 400 respondents comprising jewellers, chiefs and traditional rulers, jewellery traders and the general public in the Ashanti Region of Ghana. Netnography was also used to gather insight from online communities regarding fashion jewellery in Ghana and factors that account for their purchase. The findings of this study showed that traditional precious jewellery has been influenced dramatically by designs of global trends. More fashion jewellery is being manufactured that combines traditional and Ghanaian “adinkra’ symbol designs with contemporary global trends. The majority (58%) of the people interviewed now focus on fashion jewellery for frequent wear. They considered jewellery generally as fashionable material pieces that are worn from casual to special occasions and from day to night and hence do not need to be precious. Product-related factors included availability, fashion innovativeness, fine finishing and societal acceptability. In terms of marketability dynamics, the study observed that price affordability and celebrity endorsements played a significant role towards the purchase intentions of respondents. Access to websites and software applications also influenced respondents’ options beyond local craftsmen and retail shops to enable them to opt for more contemporary designs inspired by global trends. The findings of this study suggest that the face of precious jewellery as a body adornment in Ghana is being influenced by several operating factors and, therefore, there is a need for players in the industries to fashion out strategies in accordance with the dimensions of these identified factors, to safeguard and preserve the rich cultural heritage of Ghana. Keywords: Body Adornment, Consumer Preference, Global Culture, Jewellery, Trade Liberalization