The Changing Face of Precious Jewellery as a Body Adornment: An Exploratory Study in the Ashanti Region of Ghana
Peggy Ama Fening 
, Isaac Kwabena Agyei and Mohammed Kwadu Baidoo
Issue: Vol.4 No.5 May 2023 Article 16 pp.689-698
DOI: https://doi.org/10.38159/ehass.20234516 | Published online 29th May, 2023
© 2023 The Author(s). This is an open access article under the CCBY license (http://creativecommons.org/licenses/by/4.0/).
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
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Peggy Ama Fening (PhD) is a Senior lecturer at the Department of Industrial Art, Kwame Nkrumah University of Science and Technology. She holds a PhD and MPhil in African Art and Culture. She is an Art Educator and a Metal Product Designer with over 25 years of University teaching and mentoring. She has been involved in various studies and her research focus has been on jewellery and metalsmithing.
Isaac Kwabena Agyei (PhD) is a Senior Lecturer at the Department of Industrial Art of Kwame Nkrumah University of Science and Technology. He obtained his first degree in Metal Product Design, MA in Art Education and PhD in Art Education at Kwame Nkrumah University of Science and Technology specialising in Metals. He has served in several capacities since 2002 till date. His research area is in Metal fabrication, Industrial Casting Methods, Jewellery Design and Production.
Mohammed Kwaku Baidoo (Phd) is a Lecturer at the Department of Industrial Art of Kwame Nkrumah University of Science and Technology. He holds BA in Metal Product Design, MFA in Jewellery and Metalsmithing and a PhD in Art Education at KNUST. His research interest is in Jewellery, Jewellery education, Jewellery and Metalsmithing, Metal Product Design and Research Methodology. He has a lot of Publications to his credit.
Fening,P.A., Agyei, I.K. and Baidoo, M.K. “The Changing Face of Precious Jewellery as a Body Adornment: An Exploratory Study in the Ashanti Region of Ghana.” E-Journal of Humanities, Arts and Social Sciences 4, no.5 (2023): 689-698. https://doi.org/10.38159/ehass.20234516
© 2023 The Author(s). Published and Maintained by Noyam Publishers. This is an open access article under the CCBY license (http://creativecommons.org/licenses/by/4.0/).
