Formation of the prestige interest in jewelry art in modern Russia

The purpose of research is to form and analyse the prestige interest in jewellery in modern Russia. The article deals with such cultural concepts as prestige interest, conspicuous consumption, social status, social prestige, prestige self-identity and prestige symbols. A definition is given to the phenomenon of prestige as an indicator of social status and social processes in society. A problem of prestige interest in jewellery as a part of cultural interest for modern Russians is also assessed. In addition, the process of implementation of cultural interest in jewellery in modern Russia is analysed. The research features the author’s interpretation of the structure of cultural interest in jewellery. Being a marker of social and economic success, lifestyle is shown as a direct measurement criterion of prestige.