Aleisha Lee, CPA

31 March 2021     6 minutes read

How styles have changed

Men wearing jewellery is actually nothing new. History tells us that jewellery was worn by many influential men throughout the ages – from the Maharajahs of India and the Sultans of Asia to the royal families of Europe. In the ancient ages of mysticism and the founding of civilisations, jewellery played the important roles of imbuing magical powers and signifying leadership. From the signet ring of the pharaohs to the single large drop pearl erring worn by Charles I of England, jewellery was served as symbols of power, wealth, abundance and status. But it has never been as mainstream as it is now. The rise of social media stars, influencers, celebrity culture and the growing cohort of young and fashion-fluent men are shaping the way men dress and accessorise. 

Living in the 21st century, we are seeing men adorning understated pieces of jewellery that don’t take away from their personality but, in fact, add to it. Instagram images of gorgeous men wearing gorgeous jewellery is just so exciting to look at and is enough to make a girl like me drool. Style icons like David Beckham, Brad Pitt, Johnny Depp, Ryan Gosling, Justin Bieber, and Jay-Z, just to name a few, are making a serious case for men’s jewellery and sparking prominent trends in accessorising among the fashion-savvy male population and fuelling the appetite for male jewellery pieces.

If David Beckham wears a new bracelet and shows off a new tattoo on social media, it quickly gets filtered through to the fashion-conscious and trendy millennials and they want to emulate him. In fact, David Beckham made headlines in 2003 when he was spotted wearing a £20,000 diamond and platinum studded earrings. 

Alessandro Michele, the creative director who has re-invented Gucci by bringing glitz, glam and expression back into luxury Italian fashion house is also leading the trend for men wearing more and more jewellery. He is known for wearing multiple rings on his fingers and chain on his neck. At one of the interviews with American Vogue, the eclectic designer was observed wearing no fewer than eleven rings on his fingers.

Embracing the new trend

Luxury fashion labels such as Bottega Veneta, Saint Laurent, Versace and Givenchy, have already made forays into the men’s high-end jewellery category in recent years with extraordinarily handcrafted pieces that act as an important finishing touch to any outfits. More and more brands and retailers such as Tiffany & Co, Harrods London and Barneys New York are also giving men’s jewellery dedicated space and special sections in-store.

Tom Kalenderian, Executive VC and General Merchandise Manager at Barneys New York said in an interview that |“Our men’s jewellery business is a key growth area in what has become an overarching strategy for Barneys to grow the men’s accessories business. The new-found interest in men’s jewellery is a lasting trend; I see growth potential and a need to continue to challenge our buyers to find new and exclusive designs to satisfy demand from this sophisticated consumer,”

Design that reflects individuality

Unlike the stererotypical male jewellery, designers are creating inventive pieces that blends well with modern men’s lifestyle. From two-tone chain bracelets and logo-engraved cufflinks to chunky black diamonds studded rings, the designs are often ridged, fluted, faceted, and made of titanium, texalium, forged carbon, meteorite, chrome and other natural metals and minerals that represent masculinity and strength. For those fine men wanting to add some understated sparkles to their style, the pieces are often accented with black diamonds, black spinels, obsidian and onyx to add a subtle dazzle. The look is urban, robust and effortlessly chic. The style radiates a strong masculine energy.

| According to a Grand View Research report, "the global jewellery market may grow at a compound annual growth rate (CAGR) of 8.1%, reaching US$480.5 billion in value by 2025. (noting that the report is optimistic about the industry’s ability to recover from the COVID-19 pandemic.)" Whilst it is unlikely that the men’s jewellery market will truly compete with the women’s anytime soon, there is no denying that this segment of the market is becoming increasingly important.

| Fashion search website Lyst, reported that searches for men’s jewellery "have increased 23% in 2020 compared with 2019".

| NPD Group – a leading market research company, also reported that | “Millennials are driving men’s jewellery sales, generating half of the growth, followed by Gen Z and Gen X.” Research data also shows that rings are the hottest item in the men’s jewellery sales around the world.

Take diamond rings as an example, they were traditionally a symbol of ‘forever love’ and signifies commitment. Nowadays trendy men are wearing them as a fashion statement, a self-expression that reflects the personality and attitudes. Further data shows that rings generate one-third of the men’s jewellery sales and almost two-thirds of the industry growth and closely followed by necklaces and chains which represents one-quarter of total sales.

Some final thoughts

Jewellery is universal, it’s an expression of uniqueness, a reflection of individuality, lifestyle, tastes and even income. For some men, jewellery is a very important fashion statement and an epitome of style and sophistication. Although men’s jewellery is still in the early stage of its development, however, it has become an increasingly dynamic and valuable market. While most jewellers are still female-oriented in their designs, product offerings and customer service. Innovation and personalisation haven’t yet caught up with the male consumers’ evolving demands and there are only a few products that fit their needs and desires. It is therefore leaving a great opportunity for jewellery houses to capture a larger market share by renewing their brand positioning and being more creative.

Time has changed in the world of jewellery and it’s clear that diamonds aren’t just the "girl’s best friend".