According to Lyst, searches for men's jewelry increased by 43% year-over-year last year, with men's rings seeing the largest increase of 60%.
ShopStyle data shows that searches for men's jewelry increased by 28.6%, with men's earrings up 59%, followed by 54% for men's bracelets and 51% for men's rings. And ShopStyle notes that this growth trend is expected to continue through 2023.
Mr Porter and Maxim De Turckheim, Senior Buyer of Fine Jewelry and Watches at Net-a-porter, also noted that male consumers in Mr Porter are also on the rise in demand for individual earrings, necklaces and pendants, as well as growing interest in colored gemstones such as jadeite and rubies.
It is not difficult to find that the growing size of the men's jewelry market is mainly influenced by the long-standing cultural phenomenon of gender ambiguity, on the one hand, and largely due to the influence of trendy icons and fashionistas on many social media.
Rachel Akmakijian, a director at jewelry and watch insurer BriteCo, said: "Social media has created an environment for consumers to express their true selves on many social media platforms, the most notable of which is, of course, dressing and hairstyle, but also jewelry accessories are also an important way to express themselves. ”
Secondly, as a content trend that has attracted much attention on social media, jewelry products such as Harry Styles and Timothée Chalamet displayed on the red carpet by many male celebrities have also had an important impact on the male jewelry market.
It is worth mentioning that punk rock musicians such as Machine Gun Kelly and Travis Barker have also launched their own jewelry cooperation projects in 2022.
Growing interest has prompted more and more jewelry brands or retailers to expand their respective categories and provide more collections that showcase their distinct personalities and values to more male consumers. And today, men's jewelry has gradually become a mature category.
But looking at the broader mass consumer market, it is still worth noting that men's jewelry is still an untapped market. As Luke Raymond, Farfetch's senior menswear editor, puts it: "It's still an untapped market. ”
As a result, it poses a challenge for all jewelry brands and retailers that are or will be aimed at male audiences - although growth will continue, how to find the right direction to expand in the still volatile and untapped blue ocean market is a question worth thinking about.
In fact, it is not uncommon for brands or retailers to focus on men's jewelry in the past period. With the advancement of many content projects, the accumulation of user communication, and the deepening of market practice, it has also brought some directions for the fashion industry to refer to the growth trend of the men's jewelry market in 2023.
In terms of category, Maxim De Turckheim pointed out that for many customers, bracelets are a simple "entrance" to men's jewelry, he said: "Bracelets are the most popular category of men's jewelry, and many customers prefer chains, beads or multiple bracelets to stack and match." ”
Rachel Akmakijian describes pearl jewelry as "a major icebreaker for men's jewelry" because the style will go a long way toward eliminating the traditional gender bias of male consumers against pearls. In addition, he believes that men's earrings will be more gorgeous, and this need to express one's personality through jewelry may be seen more in 2023.
Secondly, new brands are also a key strategy to promote the gap in the men's jewelry market. Maxim De Turckheim said: "Some of the new brands we bring in will definitely fill the gap in this market, whether it is a brand from a minority or a brand that has always been known for pioneering creativity. ”
In addition, more male consumers are more inclined to buy jewelry products under the umbrella of all brands. In addition to pointing out to WWD that necklaces are particularly popular in Farfetch's men's jewelry category, Luke Raymond noted: "People are also more interested in full-category brands that expand their product lines to apparel, such as Spinelli Kilcollin and Lauren Rubinski." ”
It is not difficult to see that the gender-ambiguous trend of men's jewelry consumption will greatly promote more brands and retailers to launch gender-neutral jewelry in 2023. And jewelry may also be an icebreaker for gender diversity in the twenty-first century, further addressing cultural issues originating from the last century.
As the gender-neutral phenomenon of menswear has been the vehicle for more than half a century, as Rachel Akmakijian said: "Jewelry is no longer tied to gender, and I think the line between men's jewelry and women's jewelry will become more and more blurred." ”WWD
Written by Layla Ilchi
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