Trends

Is Men’s Jewelry an Untapped Category for Retailers?

Brought to you by

Is Men’s Jewelry an Untapped Category for Retailers?

Statistics and sales over the last several years have proven that men’s jewelry is now a fast-growing area of the market.

R3340_10-24-2019_Z32571_1 Mens Dark (002).jpg

Brought To You By Royal Chain Group

 
Over the last decade, men in every age group have shown a stronger interest in the art of grooming, which may start with hair and clothing, but has extended to how they accessorize in general, including jewelry.  
 
Traditionally, men’s comfort level in selecting jewelry has been relegated to the two Ws: watches and wedding bands. 
 
Today, there is a far richer and more inclusive collection of styles for men to choose from. They include: the millennial-driven braided leather, sophisticated-yet-retro gold chains, and fun dog tag pendants with just the right amount of bling. 
 
But even more versatile looks are out there to satisfy a more casual lifestyle we’ve all veered toward especially since the pandemic started.
 
Let’s look to the entertainment world to see how pop icons are tipping the scales in favor of men’s jewelry.  
 
btyb-royalchain-image1-0521.jpg
Major-league ball players are inspiring revived interest in classic gold and silver chains again.  
 
LeBron James is a fan of the layered neck look. 
 
From LeBron James and other star athletes, to Bruno Mars and more of music’s biggest names, these guys are shaping the male perception on jewelry, and arming guys with the confidence to freely style themselves with it. 

Bruno Mars sporting gold jewelry. 
 
Then there’s the movement, particularly prevalent among younger celebrities and consumers, toward more unisex styles in both clothing and jewelry, and the abandonment of traditional trappings of “women’s” and “men’s.”  
 
Case in point: 27-year-old music star Harry Styles frequently is seen wearing jewelry (and clothing) once strictly considered “feminine,” like a traditional pearl necklace or drop earrings. 
 
While this isn’t necessarily a style for the masses, seeing highly public figures like Styles branch out makes them more comfortable with accessorizing in general.

btyb-royalchain-image4-0521.jpg
Musician Harry Styles in his pearl necklace. 
 
We know for a fact that men are digging deeper into their pockets, both to indulge and to express themselves. Your store must reflect this shift in gender attitudes. The days of predominantly marketing to women are over. 
 
Statistics and sales over the last several years have proven that men’s jewelry is now a fast-growing area of the market that should not be ignored. It’s crucial for this to be reflected throughout your advertising, visual merchandising, and the overall hierarchy of your merchandise.
 
Speaking of men …. Sunday, June 20 is Father’s Day. It’s time to unapologetically shine the light squarely on men’s jewelry. Royal Chain will be featuring many new and bestselling styles in the weeks leading up to Father’s Day. To stay in the loop sign up for their newsletter.
 
Today’s fathers are largely millennials and Gen Zers, paving the way for jewelry to become an important category for a whole new generation. 
 
Ties and cologne are old-school. Your stores must mirror the changing times and offer what the growing demand for more men’s jewelry options dictate. 
 
Look around and take stock of what your stores have to offer. 
  • Is there a dedicated section of your store with clear signage signaling a special area just for him? Do your windows, cases, and floors speak directly to him?
  • Do you have a diverse assortment of styles for him to choose from or is it the standard “old-school” batch of wedding bands and watches? 
  • Are your employees wearing what you’re selling? 
These are all important questions to answer and apply to your stores. Whether it’s for the new grad, dad, or granddad, now is the right time to tenaciously market to a market that has gone largely unrecognized and undervalued.
 
You want your business to thrive, not just survive. To start the perfect assortment, partner with a company that has years of experience and understands proven sellers that are both on trend and timeless. 
 
Royal Chain is meeting growing customer demand for men’s jewelry in several categories, metals, and price points. Here are just a few new additions for 2021 and bestsellers for men.  
 
Royal Chain 14k gold polished and pave lightweight Cuban necklace, approx. $2,500 wholesale. SKU:RC10351
 
 Sterling Silver and sapphire bracelets from the Woven Collection by Phillip Gavriel. Wholesale starting at $200. SKU: PGCX708,738,701& PGRC10738

14k gold compressed square curb bracelet from Royal Chain, $1,000 wholesale. SKU: RC10065

btyb-royalchain-image8-0521.jpg
Sterling silver pieces with a gunmetal finish are part of a more modern take on Royal Chain’s offerings. This ID curb bracelet is $210 wholesale. SKU: AGRC11292
 
btyb-royalchain-image9-0521.jpg
Phillip Gavriel Woven Collection 14k gold unisex bracelets with or without diamonds. Wholesale $600 - $3,000. Available through Royal Chain. 
 
Royal Chain 14k gold anchor chain, $1,800 wholesale. SKU: N3446
 
Phillip Gavriel’s 18kt gold and sterling silver Italian Cable Cuff. Available through Royal Chain. $330 wholesale. SKU: SILBG3350
 
Men’s dog tag pendants in blue, black, or white sapphires from Phillip Gavriel, $250 wholesale. Available through Royal Chain. Sku: PGSET2651. 
 
With scores of individuals and families who have forgone annual vacations, dinners, weekend getaways, birthday blowouts, and even weddings and graduation parties, consumers have stockpiled cash that is just waiting to be spent. 
 
As more vaccinations are completed, and more people begin to travel and socialize with friends and family, fine jewelry will serve to refill a void making people feel, happy, glamorous, and alive once again!
 
For more information on these products, or to view Royal Chain’s entire men’s assortment click here or contact them at 800.622.0960. SEE MORE >

The Latest

Tanishq Atlanta store
MajorsMar 13, 2025
Tanishq Opens 2 New Stores in the U.S.

The Indian jewelry brand recently opened stores in Atlanta and Seattle.

Woman wearing Brilliant Earth jewelry
FinancialsMar 13, 2025
Brilliant Earth’s 2024 Sales Struggled Amid Engagement Recovery

CEO Beth Gerstein shared its most popular price points, what’s trending in non-bridal fine jewelry, and its holiday performance.

Chopard Insofu emerald collection
CollectionsMar 13, 2025
Chopard Unveils High Jewelry Collection Created From 6,225-Carat Emerald

The 15 pieces were crafted from the “Insofu” emerald, discovered in Zambia in 2010.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: GIA Field Gemology at the One-Hundredth Expedition: A Look Back and to the Future

Supplier Spotlight Sponsored by GIA

Chris Anderson
MajorsMar 13, 2025
Jewelers Mutual Names New CFO, Treasurer

Chris Anderson is joining the insurance provider as the new chief financial officer and treasurer.

Weekly QuizMar 06, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Jewelers of America’s new natural and lab-grown diamond brochure
Lab-GrownMar 13, 2025
JA Offering Some ‘Counter Intelligence’ on Diamonds

Jewelers of America is distributing a brochure for retailers to use when discussing the differences between natural and lab-grown diamonds.

A rough diamond and a polished diamond
SourcingMar 12, 2025
5 Factors That Will Impact the Diamond Industry in 2025

The industry is changing as it grapples with new realities around distribution, supply, and the need for consistent, effective marketing.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

New Gem & Jewellery Export Promotion Council Chairman Kirit Bhansali
SourcingMar 12, 2025
Q&A: New GJEPC Chairman Kirit Bhansali

Bhansali discusses the potential impact of U.S. tariffs, demand for diamonds by market, and the “cautious confidence” in India right now.

Limelight Lab Grown Diamond store in India
Lab-GrownMar 12, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond Sector

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

Diamonds Do Good honoree Govind Dholakia at medical camp
SourcingMar 12, 2025
Indian Leader, Retailer Among 2025 DDG Honorees

Govind Dholakia and Tanishq will be recognized for their contributions to the industry at the Diamonds Do Good Awards in Las Vegas.

Marla Aaron Liberty London Shop-in-Shop
IndependentsMar 12, 2025
Marla Aaron Migrates to London

The New York City-based brand has opened its first U.K. location with a permanent shop-in-shop at Liberty in London.

Medieval sapphire bishop ring
AuctionsMar 12, 2025
A Medieval Bishop’s Sapphire Ring Is Going Up for Sale

A metal detectorist discovered the ring that is believed to have belonged to a bishop in the late 12th to early 13th century.

JA New York sign
Events & AwardsMar 12, 2025
JA New York Announces Education, Live Demo Lineups

Organizers looked to new partnerships and interactive experiences to enhance the spring show, set for March 16 to 18.

Jewelers Vigilance Committee annual luncheon 2025 logo
Events & AwardsMar 12, 2025
Bogolo Joy Kenewendo to Speak at Annual JVC Luncheon

Kenewendo, Botswana’s minister of minerals and energy, will discuss the future of diamonds.

Jaythan Lawrence Gilder and body scan
CrimeMar 11, 2025
Man in Florida Swallows Allegedly Stolen Tiffany & Co. Jewelry

The suspect allegedly stole almost $800,000 worth of diamond jewelry from a store in Orlando and then swallowed it during a traffic stop.

Duvall O’Steen and Jen Cullen Williams
ColumnistsMar 11, 2025
Creative Connecting: How to Pose on the Red Carpet

Ahead of the Gem Awards on Friday, Jen Cullen Williams and Duvall O’Steen share pro tips for taking the best photos.

Marco Bicego 25 Years Campaign Isabeli Fontana
CollectionsMar 11, 2025
Marco Bicego Celebrates 25 Years With Collection, Campaign

Founded in 2000, Marco Bicego is commemorating its milestone anniversary with a “25 Best” collection and campaigns honoring its heritage.

Hill & Co The List
TechnologyMar 11, 2025
Hill & Co. Launches New B2B Buyer Database

Those attending the company’s upcoming Zoom workshop will receive early access to “The List,” its new resource for finding buyers.

Amy-Elise Signeavsky GIA
Events & AwardsMar 11, 2025
JSA to Honor GIA Employee at Annual Luncheon

The organization will present an award to Amy-Elise Signeavsky, law enforcement and diamond recovery manager at GIA.

Picture of Terry Chandler, president and CEO of the Diamond Council of America
MajorsMar 10, 2025
Terry Chandler to Retire After 24 Years as Head of DCA

Chandler started his jewelry career at Michelson Jewelers, joining the Diamond Council of America as president and CEO in 2001.

MaeVona King of the Mountains Torc
CollectionsMar 10, 2025
MaeVona Co-Founder Debuts 3D-Printed ‘Tùsaire’ Collection

Scottish American designer Maeve Gillies collaborated with Platinum Guild International on jewelry created by direct metal 3D printing.

The Jewelry Symposium 2025 Scholarship Winners
Events & AwardsMar 10, 2025
The Jewelry Symposium Announces 2025 Scholarship Winners

Ahead of its trade show in May, TJS awarded free registration and accommodations to five up-and-coming jewelry industry professionals.

Gem Awards New York City
Events & AwardsMar 10, 2025
These Designers, Journalists, and Retailers Are Up for a Gem Award

The 2025 Gem Awards are set to take place Friday at Cipriani 42nd Street in New York City.

Jane Fonda, America Ferrera, Mariska Hargitay, Laura Harrier, Mattia Furlani, Gianvito Martino, Sabina Belli in Pomellato International Women’s Day campaign
MajorsMar 07, 2025
Jane Fonda, Mariska Hargitay Star in Pomellato’s IWD Campaign

The annual star-studded campaign for International Women’s Day encourages collective action against domestic violence.

Yeprem Golden Strada Statement Necklace
CollectionsMar 07, 2025
Piece of the Week: Yeprem’s ‘Golden Strada’ Necklace

The statement piece is seen in Yeprem’s new “You Play the Game” campaign, created for International Women’s Day.

Kyle Slosson
MajorsMar 07, 2025
Borsheims Names New Senior Security and Facilities Manager

Longtime employee Kyle Slosson has been promoted to the role.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy