The purpose of this study was to compare motives and tendency of purchasing jewelry between the forties and more than the fifties in middle-aged wives. The data was collected from 460 middle-aged wives living in Busan, from April 1 to May 31 in 2000. The results were as follows：Attitudes toward purchasing showed past-positive, thrifty attitude. Pursuit of beauty had the highest score among the various buying motives. Deficiency of stock and stock dissatisfaction ranked the second. Wives who are more than the fifties showed higher score in motives and preference of buying jewelry than wives in the forties.