Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
Why men bling
While listening to my uncle relay the story of an artist whose painting he had recently purchased, I was reminded of an article I read about men and jewelry. The artwork my uncle and I were discussing was thought-provoking, but...
While listening to my uncle relay the story of an artist whose painting he had recently purchased, I was reminded of an article I read about men and jewelry. The artwork my uncle and I were discussing was thought-provoking, but when he told me that he spent an hour talking to its creator, I wondered if he had turned into an art connoisseur or if his need to investigate the origins of the painting was simply a "man thing."
Then I remembered that men like to own an object with a story behind it, according to a buyer of a Tokyo department store who was explaining why men like handmade jewelry in an article entitled "Diamonds are a man's new friends."
The article revealed how a growing interest in upscale jewelry among men has spurred an expansion in product lines and shops that cater specifically to this demographic. Diamond jeweler De Beers launched a new men's line this fall. Italian jewelry company Ponte Vecchio has a line of rings that resemble the waistband of a pair of jeans with diamonds as the belt buckles. And both Harry Winston and Tiffany & Co. have opened boutiques that exclusively cater to their male customers in Tokyo.
Whether purchased from these retailers or another, I would like to hear from men with a newfound fondness for high-end bling. Describe your favorite piece and share the story behind it.
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