More men are wearing jewelry: Here's how to market to them

While many designers and retail shops specialize in women’s designs, the best men’s jewelry on the market has attracted a lot of attention in recent years. More men than ever before are opting for rings, necklaces, earrings, and more with a masculine edge. Others select unisex pieces that suit their individual style. Jewelry brands need to explore better ways to market high-end jewelry and capture this special and growing market.

What does the modern male jewelry wearer want?

In the past, many men have opted for nothing more than a quality watch and their wedding ring if they are married. Some with a greater flair for fashion could have added a chain or thin cuff bracelet, one or a pair of simple earrings, and eye-catching rings. Today, jewelry styling has extended quite beyond the traditional, and modern men have a wide range of everyday pieces and exclusive products to choose from.

The male luxury jewelry market is growing more quickly than the women’s market, with an expected growth rate of 8.4% in the next year. So, it’s clear that men want quality jewelry, but what does this mean to an online brand or shop owner in this competitive market?

Minimalist jewelry pieces in classic metals of silver, gold, and platinum still top the list of popularity. However, as celebrities embrace the world of accessories more, chunkier and bolder styles appear more often. Signet rings, bolder statement necklaces, and layered bracelets catch attention in a bigger way. More men are also embracing larger or dangling earrings than they have in the past. 

As Gen Z becomes more prominent in the luxury goods market, the demand for purely masculine pieces diminishes. Younger shoppers are more willing to blur expected gender lines when it comes to growing their jewelry collection.

Gender-Inclusive marketing helps them buy for individual style

Although trends are always important when it comes to the approach to jewelry design and product offering choices for retailers, more consumers want individual and personalized options these days. Gender-inclusive marketing strategies encourage more men who want to wear jewelry to discover what they really like and to buy it without any stigmas attached. If your brand can showcase jewelry as versatile and universally appealing, shoppers who shy away from outdated stereotypes will appreciate it.

In order to encourage male shoppers, retailers should curate collections that cater to their tastes and preferences and emphasize the importance of personal expression. Offering a wide assortment of jewelry pieces is a great way to do this. Although this depends on your brand identity and the overall aesthetic and feel, consider choosing jewelry pieces that range from understated and elegant to daring and statement making.

In all of your marketing efforts, illustrate how men can incorporate jewelry into their everyday looks and choose the perfect jewelry pieces for a formal event or professional purposes. Cool jewelry should not gate keep. Instead, empower customers to explore and define their individual style.

Social marketing must focus on personalized experiences

How does a high-end jewelry retailer do all of that successfully? In the end, understanding the trends of male jewelry and its growth in popularity is not enough to attract more buyers and make a difference to your bottom line. One of the most common and effective ways to get the right type of attention for your brand is through social marketing. The absolute basics of posting on popular platforms, responding to comments, and creating a community around your brand are always great ideas. However, it takes something extra to stand out from the crowd these days.

The one-size-fits-all approach is insufficient because customers increasingly seek brands that understand and cater to their individual preferences. You can create a more personalized experience through social marketing if you constantly pay attention to what your customers are saying and doing. This involves leveraging data insights to create tailored content and interactions that make an impact and get remembered.

When it comes to selling expensive jewelry to men specifically, you may think they may need something a little different than your female audience. In truth, influencer marketing, feedback-related efforts like polls and quizzes, and lifestyle and educational content still work for the male jewelry consumer. The specific messages may differ, but as long as you base them on collected data and market analysis, you cannot go wrong.

Masculine and tech-based shopping options attract male shoppers

The specific way that you display jewelry in-store or for e-commerce shop photos affects how potential buyers see the piece. For example, if you are marketing a delicate chain and charm bracelet to women who appreciate this summer’s floral trend, it would make sense to lay the piece over a rack with a vase of flowers nearby. The same type of specificity works for men, and this is one point where you can lean into stereotypical masculine things a bit more.

What do the men who shop at your store value? Some common answers might be strength, success, social standing, and tradition. Display pieces that mimic these things include solid materials like stone and wood, upscale icons like expensive cars and airplanes, and signs of rugged determination and achievement like mountains.

Many men also respond very well to technology in their shopping spaces. Display monitors with men wearing jewelry doing things that your target audience would love to do: outdoor adventure, social activities, or successful business interactions. Smart shelving and connected apps can give them more power over the jewelry shopping experience while still allowing you to direct them to the best pieces.

If you have a small jewelry boutique and want to cater to both men and women, the decorating and ambience set up may face some challenges. Try to create separate sections that still blend together in some way. Choose similar color schemes or materials for display pieces with different accents or layout designs that work better with the specific audience. Of course, this is much easier to do for your retail e-commerce shop and in all the personalized marketing efforts going forward.

Conclusion

With more men buying jewelry than ever before, now is the perfect opportunity to beef up your customer segmentation and marketing efforts. Sales of the best men’s jewelry rely on the best customer relationship management software to help. With Clientbook’s data collection and analysis capabilities, every aspect of jewelry and accessory sales are managed with the utmost specificity. Explore all of our features with a free demo today.