This study presents not only means of jewelry but also the jewelry industry around the world. We also discuss about consumers making decision for purchasing on the basis of evaluation of product, knowledge about product and the product attribute .one of main point of this study to talk about consumers choice and type of the evaluative criteria used by people while buying a piece of precious jewelry. We also talk about brand consciousness and brand familiarity, product category knowledge. It also describe consumers’ preference might be related to nature of the product. It also discusses to evaluate the practical applicability in the fields of attribute evaluation, brand familiarity, shopping orientation, Cue utilization, consumer expertise and general consumer behavior.