Target Men

Do you automatically assume your male customers are only interested in buying jewelry for her? Even if that’s his primary intention, you could be missing out on great add-ons.

According to a recent article in the Los Angeles Times, “Men Can Wear Jewelry Too”, jewelry for men has reached a level of acceptance that hasn’t been seen since the 1970s. Times reporter Adam Tschorn writes:

"Men's jewelry has traditionally been limited to the functional: watches, cuff links, wedding bands. But today Ashton Kutcher gazes out from the cover of [Details] magazine, adorned with a thin cord and single bead around his neck; Johnny Depp layers on the leather, silver and cloth bracelets at press junkets; Jeremy Piven chews on a Soffer Ari Star of David necklace in Gap T-shirt ads; and Brad Pitt hits the stage ... sporting a thin metal chain."

Men -- particularly younger men -- are much more comfortable embracing fashion today. Are you doing enough to embrace these potential customers?

Some ideas to thrive in men's jewelry: 

• Devote a section of your store to men’s jewelry. In an article about the growing trend from National Jeweler (“Men’s jewelry no longer left warming the bench”), retailer Kings Jewelers in Aventura Fla., said the store has seen success from their “Luxury Men’s Salon.”
• Bridal isn’t all about women. In the National Jeweler article, Jewelry Information Center’s Amanda Gizzi noted the category now has great options that allow men to show off their personality through their wedding band choices. Make sure your store has these offerings.
• Keep it Masculine. Gizzi also said men want their jewelry manly, so retailers should utilize alternative metals such as stainless steel or tungsten, pendant necklaces and thicker bracelets.
• Women buy jewelry to go with an outfit, men tend to see it as a “talisman.” Jay Bell, a senior buyer of designer men’s collections for Barney’s New York tells the Los Angeles Times: “There are few motifs that have the sustainability of dog tags and crosses.” Stock them.

Take The Tip:

• Click here to see men’s jewelry picks from Modern Jeweler magazine.
• Educate your sales staff and customers on the new white metals rocking the men's jewelry category with Jewelers of America's "What You Should Know About...White Metals" Consumer Brochure. Click here for more info.

Men's Jewelry pictured, top to bottom: TrewTungsten ring by Trent West; Simmons Jewelry Co. dog tag pendant (courtesy of Jewelry Information Center); I.B. Goodman titanium and gold bracelet.

Comments

[tungsten rings]

Thank you for the post. I learned many things in your post it's very informative. The man jewelries are good very fashionable.I like them all.

-jewel-