Sales of men’s luxury jewelry in the US in 2014 increased 2% to $191.9 million, according to Euromonitor International. More relaxed dress codes at work are helping fuel sales of men’s items far beyond traditional cuff links, tie bars, key rings, and money clips.
Jewelry makers are focused on producing certain pieces, such as bracelets or rings, rather than over-the-top chains, for the mainstream man whose typical bling includes a watch and/or a wedding ring.
For upscale jewelry brand David Yurman, rising demand for men’s jewelry has translated into double the business during the past five years. Additionally, about 80% of its male customers buy jewelry for themselves, according to The Wall Street Journal.
Tiffany extended its popular Paloma Picasso collection with pieces for men using leather, wood, silver, and rose gold.
To serve this emerging male customer and appeal to a wider audience, jewelry makers like John Hardy are crafting silver pieces that are refined but casual.
High-end retailer Barneys New York also turned to companies that produce its women’s jewelry to create a men’s collection.
Industry Impact — Jewelry manufacturers looking to expand their businesses can entice men to buy their own jewelry by producing sleek and understated pieces using silver, leather, wood, and other more masculine materials.