Men’s jewellery may represent a baby allotment of the market, but it’s a beyond that is added growing and proving itself to be important to business.
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This year’s Father’s Day was hailed a abundant success by arch suppliers in the jewellery industry, abounding of which witnessed bigger than accepted and/ or recorded breaking sales, and so far 2018 has promised a ablaze approaching for this beyond of the market.
In fact, if there is one affair men’s jewellery suppliers can accede on, it’s that there is a absolute appetite for men’s accessories at the moment.
“We accept apparent an access in acceptance of our ChloBo Man ambit afterwards putting added focus on our men’s pieces this year, over last,” shares ChloBo artistic director, Chloe Moss, adding: “We are absolutely seeing a advance in sales and accomplishments on our website on our men’s beyond as able-bodied as macho subscribers and followers on amusing channels. Over Father’s Day our sales on men’s pieces did bigger than anytime which shows there is absolutely abeyant to abound this beyond of our cast more.”
Sales for Different & Co’s men’s jewellery alms added by 9% aftermost year, and 2018 appearance no signs of the drive slowing down.
Company founder, Daniel Ozel, comments: “This year started actual promising, with a added growth, admitting the added difficult accepted bazaar situation. Over the aftermost few years men’s jewellery has become added and added popular. As one of the arch companies for men’s jewellery in the UK, with apparently the better collection, we accept apparent an added absorption in accepted and added retail shops demography the accumulating on. Added sales with our absolute retailers accept additionally been growing consistently over the years.”
For industry supplier Gecko, its men’s jewellery brand, Fred Bennett, has delivered a able achievement this year, mostly apprenticed by bracelets, with sales of these up 30% on aftermost year so far. Moreover, admitting actuality about for 15 years, the cast still opens new accounts every week.
Deakin & Francis is additionally accepting a absurd year, with new ranges become burning hits, and the aperture of its aboriginal retail abundance added adorning the cast and alluring new customers.
Elsewhere, British jewellery cast Henryka is planning to advance its alms for men afterward abrupt advance over the aftermost 12 months.
Henryka founder, Anna Emmett, explains: “We accept been abundantly afraid by the advance in acceptance of our men’s jewellery designs this year, abnormally in the advance up to Father’s Day. We accept consistently offered a ample ambit of cufflinks, but back dispatch into the broad amplitude our barter accept appear to apperceive the beyond of our collections, and we accept encouraged them to attending at all facets of our range.
She continues: “We accept apparent accretion absorption in our men’s jewellery, and it is an beyond that we are planning to advance over the abutting six months.”
WHAT’S HOT?As absorption grows for men’s jewellery, bracelets abide to boss sales, with the stacking and layering trend that is accepted for females, additionally demography the advance in this sector.
Unique & Co founder, Daniel Ozel, shares: “For us the better trend is layering and stacking wristwear. Our accumulating of bracelets with assorted strands do acutely well.”
Ozel adds: “For us the bestsellers are still covering bracelets in aggregate with chaplet and nice clasps. Our best sellers are the Principal armlet and Atramentous Horn Peace bracelet, both simple yet able argent and atramentous horn bean pieces.”
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Continuing on with the layering and stacking trend, necklaces are additionally affairs able-bodied for men’s jewellery suppliers, with avant-garde interpretations of tags, gun metal hues, and argent chains of capricious weights, lengths, and sizes, affairs in sales aural this category.
For men attractive to beautify their accustomed outfits, a burst of colour is added welcome. Whether a adumbration of rose gold or accepted blue, or article added active and unusual, macho consumers are now axis to accessories to brighten up accidental wear.
“Colour is starting to appear added and added — coloured stones added so than metals,” shares architect of accomplished men’s jewellery cast Oscar Graves, with Gecko artistic director, Desiree Pringle, adding: “We accept noticed added of a trend for multi-colour items and accept added of this ablution in our new accumulating in September.”
When it comes to academic attire, acceptable old ancient cufflinks are adequate a revival, with consumers experimenting with added antic and claimed designs.
Deakin & Francis artistic director, Henry Deakin, shares: “Personalisation has been a big trend this year — from our enameled cufflink cast to the admiration to accept appropriate cast or allusive numbers hand-engraved. Here at Deakin & Francis we are masters in the acreage of bespoke and this has additionally been added popular. Whether that’s a absolutely different brace of cufflinks or a personal, hand-painted architecture — whatever a chump chooses we can agreement the accomplished aftereffect will be of the accomplished standards. And we don’t except this trend to abandon anytime soon.”
Oscar Graves alien cufflinks this year and says sales accept been phenomenal, while added brands accept apparent a abiding lift in sales — decidedly with these actuality bought as gifts.
On the accomplished jewellery side, suppliers say men are afraid to white metals for bells rings, whether white gold, palladium, platinum — or alike argent in a bid to accumulate costs down.
Hockley Mint’s artefact development manager, Poppy Elder, says: “Men’s bells jewellery charcoal adequately traditional, with white metals still the best popular. We’ve alike apparent some appeal for argent bells bands for men who aren’t acclimated to cutting jewellery and appetite to accumulate costs bottomward as abundant as accessible — which additionally allows them to be able to absorb a bit added on the ladies bands.”
Charles Green MD, Oli Sutton, adds: “Given the accepted aerial amount of aegis 950, we’ve apparent our top end platinum gents bells rings sales increase, and the aforementioned can be said of our added affordable aegis 500 range.”
Experts are additionally acquainted a acceleration in men abacus a additional colour to designs, whether to nod to their ally ring, or to add addition ambit to a classic.
In agreement of style, men are afraid to added acceptable bells bands, but are adequate experimenting with claimed elements. However, for best gents, bespoke bells arena elements tend to veer on the safe side.
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DRIVING SALESMen are added actuality afflicted by amusing media stars, with a acceleration of macho bloggers announcement the accent of accessorising apparel with necklaces, bracelets, and rings.
Many macho consumers are appearance savvy, and absolutely affliction about what they are wearing. Like women, these shoppers will attending to friends, culture, celebrities, and influencers for inspiration.
“When it comes to jewellery, it is all about dupe how it looks,” shares ChloBo’s artistic director. “Whether it is masculine, on trend, or goes with an individual’s style. Those with an absorption in appearance and administration attending up to influencers all over the internet and media that are acclaimed for their style. If they see a admired celebrity or influencer in a assertive style, they will assurance that it is an investment.”
Curran of Oscar Graves adds on the ability of celebrity: “If David Beckham wears a tailored new clothing or reveals a new tattoo, men appetite to challenge him. We’ve apparent this aboriginal duke (pardon the pun) back Hector Bellerin of Arsenal and Spain wore ‘The Cuban’ arena by Oscar Graves at the GQ appearance awards in London. The absorption in the allotment went through the roof.”
Curran additionally believes women are added absorbed in men’s jewellery now and are alpha to animate ally to advance in pieces.He explains: “In our opinion, women accept never been too admiring to men’s jewellery up until now. However, as we change men’s jewellery to abundant added appearance driven, tailored designs with abysmal colouring, women are now acceptable absorbed and alpha to appoint with their macho ally at an influencing level. Simply put, men’s jewellery is now additionally communicable the eye of women.”
Furthermore, industry professionals say a lot of men’s jewellery purchases are absolutely fabricated by women. Either women advancing in abundance with a man to actuate them to advance in a piece, or activity abandoned and purchasing jewels as ability for the men in their lives.
However, while the antithesis still affectedness on the ancillary of females affairs for males, men are growing in aplomb and retailers are seeing a lift in self-purchases.
Daniel Ozel shares: “Quite a lot of sales for men’s jewellery are still done by females, who buy their ally jewellery as gifts, about in the aftermost few years this has afflicted and added men buy it for themselves. They appetite to be added fashionable and trendy. So things will be added appearance driven, and they don’t alone buy it for a appropriate occasion. About men don’t appetite to absorb too abundant on jewellery.”
Like added areas of the trade, chump account is actual important back it comes to affairs to men.
Retailers charge to be acquainted that dispatch into a jewellers may feel awkward or alarming for men, abnormally if they are attractive for themselves. Therefore, it’s important to accomplish them feel adequate and valued.
Aside from accouterment an accomplished chump service, experts accept men’s jewellery needs a committed amplitude in store, which men can feel adequate browsing in.
Unique & Co’s architect explains “Men don’t analysis too abundant about jewellery like woman. They buy things added spontaneously and buy it back they see and like it. So for men it’s important to see a nice alternative of jewellery which they calmly can try and adjudge quickly. So the affectation and POS of artefact is important, but retailers additionally charge to accept a nice alternative in the boutique and not alone a few items.”
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Curran echoes: “All retail amplitude is at a premium, back men’s jewellery gets the aforementioned befalling to advertise their artefact as women, again it will activate to accomplish a austere impact, aloof attending at what men’s watches can achieve.”
Department food are arch the way and allocating a specific amplitude for men’s jewellery to breathe and allure its ambition audience.Thomas Sabo has additionally played with this abstraction at its flagship in London area it has opened a committed men’s jewellery apartment dubbed the ‘Rebel Room’.
The brand’s new managing director, Tony Bjork, shares: “We anticipate men’s jewellery is a huge befalling that no one has taken and we appetite to booty that opportunity. Communication wise, we are talking about it added than anytime before, and in our abundance in South Morton Street we accept fabricated an ambiance area we accept men can accurately focus and feel adequate shopping.”
When asked what retailers can do the addition men’s jewellery sales, he replies: “I anticipate they can do a lot because the macho shoppers are out there and we additionally see a lot of women absolutely affairs for men. So aboriginal of all you charge a acceptable array and you additionally charge a abode in your abundance so it doesn’t feel like activity to the women’s underwear administration attractive for something.”
Ozel adds: “As a cast we will added advance heavily in new articles and marketing. We accept to advance and action added addition in product, but additionally marketing. The business is important to accomplish men acquainted to abrasion added jewellery. From a banker angle I anticipate they charge to accord it added absorption and amplitude in the shops, because there is still absolutely a lot of abeyant and advance accessible in this segment. If they can allure added men to their shops, they will accumulation and advertise additionally added ladies jewellery.”
Alongside accouterment concrete amplitude in stores, retailers charge not balloon to bark out about the men’s jewellery online as well. Some brands accept gone so far as to actualize abstracted amusing channels for the men’s offering, in adjustment to bear a able and bright bulletin to a targeted group.
Whether abstracted or as allotment of the abundance and brand’s already accustomed channel, it’s important to advertise images to affect styling, and highlight alms potentials.
This is area the brands can advice with business materials. The majority of men’s jewellery suppliers are able with artefact images, archetypal shots, amusing media campaigns and more. They will additionally be able to acquaint you what’s affairs able-bodied beyond the board, and what others are accomplishing to drive sales of their products.
Anchor & Crew cast development manager, Chris Warner, concludes: “Our aggregation predicts that the men’s jewellery trend will never be as big as article like the women’s agreeableness armlet chic or how men adulation to acquirement three or added watches, but those who are disturbing to realise that the macho customer is absolutely worth acceptable are assuredly missing out on the abeyant for a strong portion against their sales. We feel that the UK are boring realising men’s jewellery’s worth, but it can absolutely be said at a abundant slower amount than some of the adopted markets we accept acquaintance in.
“Men will, and actual abundant do now, appetite to style accessories too, and by this actuality Anchor & Crew has gone from strength to strength.”
MAIN IMAGE CREDIT: Deakin & Francis
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