Hi Pattye,
In a phenomenon not unparalleled in the Western world, Japanese women mostly do not buy their own jewelry but wait to have it given to them. Jewelry giving preferences are very different from buying-your-own-jewelry preferences.
Just like almost all mothers in France, for instance, receive a bonbonniere (frilly box of chocolates) for Mothers' Day, almost all Japanese women receive akoya pearls at certain occasions. And just like British women wear hats to Ascot even if they would prefer to strangle the millner that perpetrated the crime, wearing akoya pearls to certain occasions is similarly required in Japan no matter what Japanese women really like.
Having said that, you now understand how the akoya industry has evolved into a perpetual motion machine there. Japanese women rarely buy their own jewelry and the few dozen that I know all said to prefer graduated strands of anything other than akoyas when asked. They also said that they revere akoya farming and processing as a national heritage industry. They also wear their akoyas that were given to them to the usual akoya-wearing occasions. They also would and did buy akoyas for their daughters, mothers, nieces, etc.. They just would not buy them for themselves.
Zeide