February features Valentine’s Day: the holiday where women long for jewelry and men are generally afraid to buy it. Buying jewelry for Valentine’s Day can be incredibly meaningful–or incredibly awkward–depending on how you do it. Here’s some help from Cindy Stafford of Wade’s Jewelers:

Do

1. Consider the stage of the relationship

• New or casual: Keep it simple and sweet, like stud earrings or a delicate necklace.
• Established or long-term: You can go more meaningful or symbolic with birthstones, hearts, or infinity designs.
• Very serious: Jewelry can signal commitment. Make sure that’s intentional.

2. Pay attention to their style

• Do they wear gold, silver, or rose gold?
• Minimalist or bold?
• Classic or trendy?

A quick look at what they already wear tells you more than any salesperson can.

3. Think meaning over size

• A small piece with a personal story will mean more than something flashy.
• Engravings, birthstones, or charms tied to shared memories add emotional value to the gift.

4. Buy from a reputable seller

• Ensure there’s a return or exchange policy, such as what we offer at Wade’s.
• Ask about warranties, metal purity, and stone authenticity.

5. Plan ahead

• Valentine’s Day jewelry sells out fast.
• Ordering early avoids rushed decisions and shipping stress.

Don’t

1. Don’t buy a ring unless you mean “that”

• Rings, especially on that finger, send a strong message. If you’re not proposing, choose earrings, bracelets, or necklaces instead.

2. Don’t guess their size

• Ring and bracelet sizes are tricky. If you’re unsure, opt for adjustable or size-flexible pieces.

3. Don’t let price replace thoughtfulness

• Expensive doesn’t equal meaningful. A well-chosen $100 piece beats a generic $1,000 one.

4. Don’t choose something too trendy

• Ultra-trendy pieces can date quickly.
• Valentine’s jewelry should feel timeless, or at least say something special about the recipient.

5. Don’t ignore comfort or lifestyle

• If they’re active or hands-on, skip fragile or high-maintenance pieces.
• Hypoallergenic metals matter if they have sensitive skin.

A few additional tips:

• If you’re not sure, pair jewelry with a heartfelt note explaining why you chose it.
• When in doubt, a gift card plus a small token piece can be romantic and safe.
• Keep the receipt—quietly.