High jewelry houses that had not yet started making jewelry for men are in the process of correcting the situation. Today, it is the turn of the American brand Tiffany and Co. to announce the launch of a collection of men's jewelry completely dedicated to these gentlemen. Around a hundred necklaces, bracelets and accessories will be available for sale from October.
Men's jewelry: a growth driver for brands
As sales in the luxury sector stagnate and companies try to preserve their profit margins, entering the men's jewelery market seems like a logical decision because of its dynamism. It's one of the few markets that has seen steady growth for several years, and the trend doesn't seem to be slowing down.
The initiative was revealed on August 15, with the publication of photos revealing pendant necklaces in gold and silver. In doing so, the American house will ride a trend popularized by celebrities such as Jay-Z and John Mayer, who regularly wear men's rings and bracelets. Not only will Tiffany try to seduce a new audience, but also to rejuvenate its clientele (hoping to retain it). Until now, the house had been content to offer cufflinks and wedding bands for men. Now these gentlemen have a large dedicated collection.
These bracelets, men's necklaces and rings form a collection of around a hundred jewels. Prices are highly variable: the cheapest pieces will be sold at $200, while the most expensive will reach $15,000. Far from a certain unisex trend, these jewels display a resolutely masculine style, even virile.
Accessories for these gentlemen
In addition to these jewels, Tiffany will offer masculine accessories and everyday objects. For example beer glasses. The pieces of this collection will be offered for sale in the Tiffany network. Its designer, Reed Krakoff, says the idea of creating a men's jewelry collection has been on his mind since he was named the brand's creative director in 2017.
Not only are more and more men wearing jewellery, but they already represent half of Tiffany's customers who buy women's jewellery. The brand therefore hopes to convince these gentlemen to also do some shopping for them. Despite its growth, the men's jewelry market is 6 times smaller than that of the opposite sex, so there are opportunities to be seized.
"Men around the world are increasingly wearing jewelry and other accessories, " Krakoff said in an interview with The AP. "It's visible in fashion shows, on social media. »