Trends

Is Men’s Jewelry an Untapped Category for Retailers?

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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.

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.  
 
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.

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

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
 
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 >

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