-By Ankita Dutta
In 2020, global sales for men’s jewellery are expected to expand by 9% year over year, compared with 4% growth for women’s jewellery. Men are buying rings, bracelets, and necklaces in record numbers, according to brands and merchants. Artists such as Brad Pitt and The Weeknd are among the many men who have become fans of the unisex jewellery line Veert. In the initial quarter of 2021 in comparison to the same period in 2020, the variety of jewellery for males more than doubled, with pearl necklaces and beaded bracelets leading the way. Sales are being driven by men’s preferences for silver and white gold as well as well-liked accessories including beaded bracelets, signet rings, and brooches.
According to Business of Fashion, the market for menswear jewels is booming since men have historically been neglected as consumers. Recently, rings, bracelets, and necklace sales to men have soared, according to brands and merchants. In comparison to the women’s sector, which continued to dominate the jewellery market, which had a 4% growth last year, the category’s global sales increased by 9% year over year.
Julia Lang, a marketing guru from New York, founded the unisex jewellery line Veert, which quickly attracted a 90% male clientele that included stars like Brad Pitt, The Weeknd, Steph Curry, and American musician Miguel. The brand’s sales increased last year, and it has added H. Lorenzo to its list of more than 15 retailers, which also includes Saks Fifth Avenue, Ssense, Kith, and Selfridges. Instead of using female models to display her heart-shaped earrings and pearl necklaces in the initial marketing campaign, Lang chose to shoot the products on guys, which was a strategy that worked well.
Retailers are increasingly looking for products that meet the specific jewellery preferences of men in order to capitalise on the demand on the male side. For instance, whereas yellow gold jewellery predominates in women’s collections, “men’s inclinations are silver and white gold,” according to Petersson. Other well-liked items among different companies include signet rings and beaded bracelets. Customers claim that brooches are another item that is quickly catching the interest of male shoppers.
Younger companies are opening storefronts in response to male consumers’ growing interest in fine jewellery, while others are launching fashion jewellery lines at affordable price ranges to meet the extraordinary demand. The market for jewels for men is expanding and appears to be here to stay.
