I understand that many women may feel intimidated when buying equipment.  Some of that may stem from believing that they don't know much about the latest technology, and they feel intimidated asking questions of the "hot shot/expert" salesperson.
 
Some women believe that they are not skilled enough players to be able to tell what is really best for them.  The mentality is, "I'm not good enough yet, so all this technology isn't going to do me any good."   With that in mind, they go out and either buy whatever their friends are playing with....or they buy inexpensive clubs which may be ill-suited to their games.
 
First off, women need to actively seek advice from a professional or knowledgable salesperson who is patient and considerate.  If the person you are speaking to doesn't possess these qualities, go to someone else.  Don't be afraid to ask questions.  A good salesperson wants to help your game....not just sell you something.
 
Take the time to be fitted. This game is difficult enough without having to fight your equipment.
 
Study the options you have in equipment. Many companies make lines for women...but few really DESIGN clubs for women. If the men's offering of clubs looks the same as the womens' line, with the exception of colors....move along to another manufacturer. Women's clubs need to be designed differently than mens, because of the lower swing speeds. Clubheads react differently at speeds less than 70 mph. Choose equipment that has plenty of loft.  Loft is your friend.  Drivers should have at least 14 degrees of loft, and today's heads are much bigger.  Many women are intimidated by the larger head designs, but with enough loft, these clubs will make your driving game much more consistent.  Choose fairway woods that are shallow faced with extra loft.  Deep faced fairway woods are nearly impossible to hit with lower swing speeds.
 
Women between 5' and 5' 3' in height should consider "petite" lengths for their clubs.  These usually are one inch shorter than standard and are much easier to control.  I also recommend NOT to buy complete sets.
 
Women taller than 5' 7" should consider mens length clubs for better distance.  First buy a driver or 5-wood and make sure you are happy with their performance.  You can then fill in the set one at a time.  Unless you are an accomplished player, forget the 3-wood.  A good 5-wood will go nearly as far, and will be more consistent.
 
No average player should be using irons that are stronger than a 7-iron.  Don't get talked into buying a set of irons that include a 4 or 5 iron.  They are too hard to hit.  Try out some 7-woods, 9-woods and some high lofted hybrids.  TRY BEFORE YOU BUY.   Most golf stores now have demo areas designed especially for this purpose.
 
Don't be influenced by what your friends are playing.  Make your own decision after demo-ing several models.  What works for you, may not be what works best for your friends.  Do not succumb to the 'brand buy', which is buying something because everyone else has it.  That's the wrong reason to buy equipment. 
 
Clubs that have slight offsets in the hosel help get the ball airborne.  Get on the Web and read up on the technology of each brand.  It's fun....and YOU'RE WORTH IT!!!  Your game will be better for it.
 
The more difficult the game is for you, the more you will benefit from having equipment that fits your game.  I see so many novice golfers struggling with poorly designed equipment.  The game is hard enough without fighting your implements.  There is a real difference between the brands and how they perform.  Try them all out.  The only thing you have to lose is strokes!..........Jesse
 
(Find Jesse's tips in print also in Sporting Woman's November/December issue!)

Here are some more tips:
Breaking Down the Swing by Rick Gomes
Making Short Game Practice Fun by Jane Broderick