There’s this jewelry site, Bella True, and they have a section called Tips For Guys. I like the concept. Let’s face it, men are often in a quandary about what to buy, and when. Is it appropriate to give your lingerie on your first Valentine’s Day? When is a tongue stud cute and spontaneous as opposed to very very creepy?

Seriously, though, most guys are overwhelmed considering the possibilities for bracelet, ring or necklace. What about gemstone selection, pearls, silver or gold? The real challenge for many when it comes to gift giving is understanding the recipient’s point of view and buying from that perspective.

I remember a High School girlfriend who bought me a patterned sweater for Christmas. It was a very nice sweater, but it just was not me. At the time I owned one other sweater, solid colored, that I had worn maybe two times in as many years. I did not wear sweaters. I did not wear preppy. Clearly she wanted t see me in the sweater, but man, I hated it. And what was I to do? Be honest and say I didn’t like it? Be gracious, accept it, and then ball it up in the corner of my closet? There was no way to come out ahead in that situation, and I assure you, I did not come out ahead.

So I like the Tips for Guys idea. And the content is pretty solid. There is info about color choices and gem selection, there is a decent primer on engagement rings, and there is even an anniversary guide, something I search out every year. There’s even the vaguely comical “When Sorry isn’t enough” section.

I’m not, however, loving everything about this site. For one, the stock photos are all over the place. We start with a bunch of twentysomethings having a beer. On other pages we see a shrugging clueless dude in a cheap suit, and then there’s the late forties guy who looks like he just woke up, scratching his head. Is that supposed to call to mind confusion about jewelry buying or is he just contemplating his morning wood?

There are actually some fine photos in use, but the inconsistency bugs me. It’s like, they got it really close to right, but phoned it in on a couple of selections.

Here’s my other problem. Obviously the Tips for Guys are intended to guide us to purchases from Bella True. And that’s cool. It’s helpful editorial supporting the sale of their own merchandise. Great idea. What I take issue with, however, is that the copy is clearly written for the the guy in his mid-twenties. I mean, if it is directed at me, someone who has navigated these waters for 15 or so years, I would find it very condescending. But I recognize the intended audience, so…cool.

The suggested gifts, however, tend to be on the pricey side. I mean, engagement rings and such, aside, is it really appropriate to suggest three-month earrings that cost over $1000? Or a $659 brooch. I mean, if this were directed at career-minded fortysomethings who are looking to fill that lonely void, or something, I would be fine. But when I imagine a twenty-five year old kid still living with his parents and trying to woo the associate account manager who sits two cubes over…I don’t know.

It starts feeling like Tips for guys with Trust Funds, or Tips for Guys whose Dad got them a job on the Trading Floor. In this economy that is fast approaching Depression-era financial devastation, I think it is finally time to put the gravestone on the bling-culture.

In all fairness, though, I think the price points on the one-month suggestions were way more reasonable. And you can never have too many earrings, right? Maybe, though, they should actually quote out the prices on the preview page so a click-through to disappointment is not necessary. Or maybe they could offer price ranges to help potential shoppers self-direct.

All in all, I like the site and it is a solid concept worth a read. But I think a little editing and maybe a little more careful thought as far as product suggestion would make this work far better. Otherwise, I think Bella True will get a lot of traffic to their Tips for Guys editorial, but I’m afraid a lot of those guys will take that knowledge elsewhere looking for a cheaper deal.