What is the statement male consumers are making by tapping into the burgeoning men’s jewelry category?
According to market research firm Euromonitor International, the men’s jewelry sector is valued at $6.5 billion in 2021, up 17 percent compared to 2020 and almost 4 percent versus 2019. The sector has been growing steadily over the 2015-to-2021 period — save for the pandemic fallout — at a compound annual growth rate of over 3 percent.
According to Damien Paul, head of men’s wear at Matchesfashion ,“many customers prioritize investment pieces when adding to their wardrobes and jewelry is no different. Whether a piece of jewelry is timeless and discreet or makes a bold statement, men with different tastes and styles are experimenting with it, confident that they will wear it far beyond a season or two.”
Building on this momentum, the brand expanded its unisex offering and explored personalization to make its chains, engraved pendants, and earrings even more attractive to male customers looking for timeless pieces. “I think that post-pandemic people going out, dressing up again and wanting to personalize their looks have benefited the fine jewelry category. We see more statement and one-of-a-kind pieces selling,” she contended.The “boundaries between men’s and women’s continues to blur and with this jewelry as a category will continue to evolve,” offered Browns’ assistant buyer of fashion and fine jewelry Yasmin Lane.
“There’s a bigger appetite for anything but plain or traditional as our customers are becoming more adventurous with colors and textures as well as being experimental and less intimidated by new trends such as pearls, beads, enamel, and colorful gemstones,” Lane concurred. “Our men’s wear direction has always focused on dressing men both pre- and post-lockdowns. Jewelry fits well into this as a staple within the men’s wear wardrobe,” Kyvetos said.
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