During the Christmas season, to give the gift of jewelry is still one of the best ways to show your loved one how much you care. In today's world, the media leads men to believe that their spouses, mothers, and daughters prefer hi-tech gadgets or spa coupons as gifts -- yet this is simply not the case.

Laptop computers and music players stop working after a year or two, and massages and luxury baths last only as long as a Sunday afternoon. In contrast, gold and silver last forever. So, why mess with success? After all, jewelry has been around for as long as people have appreciated beautiful objects, and it will never become unpopular.

To find the perfect Christmas gift for your loved one, first consider what she likes. For example, if her tastes lean toward modest simplicity, then your choices are instantly narrowed. On the other hand, if she prefers ornately decorative jewelry, your options are quite different. Also, when choosing your gift, remember to consider how often the item will be worn.

If you're looking for a piece of jewelry meant for frequent use, try to find an item that is relatively simple -- something that is not instantly noticeable -- and which fits her personality. At the other end of the spectrum, if you intend your gift to be worn only on special occasions, feel free to look for something more colorful and ornate. Picture how she looks when she dresses up, and make your choice accordingly.

Traditionally, 14 karat (14k) gold has been the preferred choice of American women. This is because 14k gold is the perfect balance between purity and durability. In other words, its luster and shine are indistinguishable from the purest gold, while 14k items are very strong. For these reasons, 14k gold -- versatile, beautiful, and long-lasting -- is the most commonly used gold among American jewelers. When looking for Christmas gifts, you simply can't go wrong with 14k jewelry.

In the realm of 14k gold, there are many options, ranging from the unadorned, to the colorful, to the outright exquisite. For Christmas gifts, earrings are perhaps the most popular choice, as they are small and simple, yet, when worn, they can have a profound effect on a woman's appearance. They frame the face and enhance the features. Simpler earring choices may be nothing more than shaped gold, or a single jewel with a gold backing. More decorative options may contain a wide variety of stones, such as topaz, emerald, garnet, or pearl. Others may be shaped like hearts, flowers, or animals.

Rings are another popular gift. Like earrings, rings are small and crafted with great attention to detail. Most women's rings are set with some kind of stone. Popular options are opals, emeralds, rubies, and, of course, diamonds. When purchasing a ring, there are many things to consider. Most importantly, what does the ring symbolize? Also, does your loved one want to be complimented on her jewelry, or would she prefer to remain inconspicuous?

Beyond rings and earrings, other options include necklaces, bracelets, charms, and pendants. All have advantages and disadvantages, plus a wide variety of styles and shapes. The key, as always, is to match your choice of gift to her personality and tastes. Also, we haven't even begun to explore jewelry gifts for children. For the young lady in your life, there are plenty of special jewelry options, plus handcrafted jewelry boxes. All of these make great Christmas gifts.

Of course, the thought of entering a jewelry store can be daunting, particularly considering that the store clerk is liable to be peering over your shoulder, trying to sell you the most expensive items. Ultimately, you are the one who knows what's best for your spouse or family member, not some stranger behind a counter.

Luckily, the Internet now has numerous websites where, at home and at your leisure, you can browse photographs and descriptions of jewelry items. The quality of jewelry on these sites is equal to or better than walk-in stores, and online purchasing and shipping methods are now more secure than ever.

So, go ahead and start shopping. Once you begin to browse the photographs of jewelry, you'll find that it's not so difficult. Trust your instincts, and try to forget about those abstract concepts of what women are supposed to like. Rather, keep in mind that you're shopping for a very special woman.