Abstract: With the improvement of Chinese luxury consuming market, it is of great significance to research into jewelry luxury related consumer psychology and behavior. This study starts with the emerging phenomenon of joint products between jewelry luxury brand and KOLs and explores the impact of joint jewelry luxury products and non-joint jewelry luxury products on consumer preference based on the ideal self theory. This paper consists of 4 studies. Through the processing and analysis of 672 sets of valid data, the following conclusions are drawn: : study 1 shows that consumers can regard KOLs as ideal self, and think the products recommended by them as the medium for the realization of ideal self; study 2 shows that joint products between jewelry luxury brand and KOLs can improve consumer preferences; study 3 shows that ideal self expression plays an intermediary role in the relationship between the joint products of jewelry luxury brand and KOLs and consumer preference; study 4 verifies the moderating effect of product type, indicating that when the product is a social jewelry luxury, the joint products can significantly increase consumer preference.