It’s all a matter of perception. State Property showcases key styles on men in its new advertising campaign, including the Bolton choker in 18-karat gold with diamonds (starting at $14,600) and the Azar signet ring in 18-karat yellow gold with diamond and enamel ($3,200).
New York—What makes a piece of jewelry a style for men or a style for women?
Perhaps it’s simply in how the jewel is presented.
That’s the argument State Property makes in its “Men’s Reimagined” campaign.
The Allegory pearl necklace in 18-karat gold ($7,800) is a signature State Property style that appears obviously unisex when pictured on a man.
Though the name indicates it is a collection for men, the styles in the campaign are actually intended to be unisex.
The campaign’s ads feature the newest State Property styles shown at Couture 2022 and launched online and in stores this summer, as well as best-selling pieces.
It was important to State Property’s husband-and-wife designers, Ruiyin Lin and Afzal Imram, to reframe the way consumers see their existing collections.
The Marmara ring in 18-karat white gold (starting at $2,500) and Markeli ear cuff in 18-karat gold with diamonds (price to be determined)
They did so through images that showcase the mix of new and core collection jewels on male models in an effort to make it stylistically accessible to men as in the past, the brand has only shown its jewelry on women.
The move is a natural progression since, after all, State Property is a company rooted in both a female and male perspective.
Both hailing from Singapore, Lin is an award-winning jeweler who studied at the prestigious Central Saint Martins in London.
Imram trained in industrial design at the National University of Singapore and has exhibited his works in Milan and Paris in addition to his home city.
The Allegory pendant drop earring in 18-karat gold with pearl and diamonds ($700 for a single earring)
The two founded State Property in Singapore in 2015 and today are re-evaluating their customer’s identity.
Graphic shapes and bold colors courtesy of colored gemstones and enamel don’t particularly speak to one gender over the other, though it’s recently become more fashionable for men to wear bold jewelry styles.
“We shot our existing pieces on men because we have noticed an increased interest in our jewelry from men,” the designers said over email.
Marmara one-of-a-kind necklace in 18-karat yellow gold with tourmaline and malachite (price available upon request)
The campaign acts as a visual styling cue for the burgeoning male demographic.
“Because many of our pieces tow the tight line between masculinity and femininity, we wanted to create imagery that would speak to that, and perhaps help our male audience be inspired by the style that we are presenting,” they said.
“It’s been a long time coming, and we are super excited to have finally managed to achieve this.”
Drew pavé drape signet ring in 18-karat gold with sapphires ($6,000)
For the Men’s Reimagined campaign, Lin and Imram chose to enlist local Singaporean male models.
As for the brand’s newest pieces debuted this summer, they’re styles rooted in the versatility of layering and stacking, allowing price point accessibility and the possibility of creating bolder, more impactful looks through combining different jewels.
The Nemara Noir earrings in 18-karat gold with Tahitian pearls and diamonds ($1,200 for a single earring)
The pieces dovetail with the brand’s pre-existing “Arcane” collection, which is influenced by Byzantine design elements.
New pieces are priced between $850 and $21,000, with an average price around the $3,000 range.
On its website, the brand now has a site dedicated to “State Property Homme,” showing the pieces it suggests for men’s wear.
