Men's jewelryis boomingin popularity, transcending the traditional confines of wedding bandsand watches. Major retailerssuch as Kay Jewelers, Jared, Zales, and Helzberg Diamondsare seizing the opportunity to cater to this growing demand, expanding their men's jewelry assortments with a focus on high-quality materials and intricate designs.
"In the last three years, our focus and our efforts have grown exponentially in this category,"shared Lisa Freeman, Vice President and Divisional Merchandise Manager at Zales.
“„We’ve taken this businessback from a basic band and chainassortment to a full fashion assortment specifically designed for him. We’ve been in [the men’s jewelry] business all along, but it truly was just basic wedding bands and goldchains, so we have fully reinvented that category.- Lisa Freeman
The evolving landscape of men's fashion, coupled with influences from gender fluidity, experimentation, and celebrities, has fueled this jewelry renaissance among men. Ann Grimmett, Vice President of Merchandising at Jared, noted, "The trend really started to pick up in 2021,"citing celebrities and athletes showcasing diverse jewelry styles beyond conventional norms.
The shift in preferences is evident as men now embrace jewelry styles that were traditionally associated with women, including tennis braceletsand necklaces. This shift is observed across various styles, including natural diamonds, lab-created diamonds, and alternative styles featuring black or brown diamonds.
Earrings, especially diamondstuds and dangling styles, have emerged as standout sellers at Kay Jewelers, reflecting a growing trend in men's accessories. Brooches are also gaining traction, thanks to celebrities like Timothée Chalamet, Michael B. Jordan, Paul Mescal, and others donning them on red carpets.
Retailers are witnessing growth in mixed metals, gold chains, and alternative materials like dinosaur bone or titanium. The trend of stacking and layering jewelry, a practice traditionally associated with women, is making its mark in the men's category.
As men diversify their jewelry preferences, retailers anticipate a continued upward trajectory in men's jewelry interest. The industry is evolving towards more gender-neutral marketing, embracing the fluidity in jewelry that caters to individual tastes rather than adhering to strict gender norms.
Julie Yoakum, President and Chief Merchandising Officer at Helzberg Diamonds, emphasized the changing dynamics, stating:
“„Men were buying very expensive gold chains, so we said there’s something here for sure to expand. I would say we started in not all doors, but very quickly moved and the business has continued to go up since we’ve expanded.- Julie Yoakum
Looking ahead, the industry envisions sustained growth in men's jewelry, with a broader shift toward gender-neutral marketing. "It’s jewelry that people love, and they can wear it how they want,"concluded Ann Grimmett, reflecting the evolving landscape of men's fashion and self-expression.
Final Words
Men's jewelry is booming and a billion-dollar industry, but men's jewelry wasn't a big part of it until lately. Jewelry seems to be being worn by guys in new and interesting ways like never before. For many hundreds of years, men have worn metal.
A lot of men's subcultures, singers, and famous people wear jewelry almost every day these days. From religious men to hip-hop singers, bikers, and hipsters, jewelry is a way for people to express themselves and find value in their lives.