Perhaps no market has been more underserved in jewelry than men. Much to the relief of many a stylish guy, that has been changing due to market demand.

“Men’s jewelry is an evolving category with discerning customers,” says Phillip Gabriel Maroof, vice president of marketing and design, Royal Chain Group. “The man of today is looking for quality over quantity and is willing to invest more money to acquire it.”

Royal Chain

Fellow manufacturer PeriLynn Glasner, design and marketing director, Lali Jewelry, sees the same shift in the market and is acting on it.

“We are coming out with men’s items all the time,” she says. “Men’s jewelry is becoming more on-trend as of late, so our retailers and trunk show events are having more male customers.”

Perhaps the most effective way to lure the men into jewelry stores is to appeal to their mates. This is what Sam Hupp, vice president of sales and marketing for Paris 1901, a division of Prime Art & Jewel, encourages stores to do.

      Prime Art & Jewel

“Men often gravitate towards the watch cases, so we recommend retailers place men’s jewelry nearby or at the checkout area,” he says. “Interestingly, the checkout area is also a spot where men tend to gather. We’ve heard many stories of female companions encouraging their male partners to ‘treat themselves’ while checking out, making it a shared and enjoyable experience.”

Styles that sell are all over the board. Inventory at Shefi Diamonds includes two-tone metal designs and onyx pieces crafted to appeal to seekers of both the traditional and contemporary. Royal Chain moves a lot of sterling silver with either Italian leather or black spinel and white sapphire for men, all items with average price points around $600 retail. New additions this spring included link bracelets and pendants with 18k yellow gold or black spinel accents.

Frederick Goldman, Inc., also uses black and blue sapphires to “reflect modern masculinity and sophistication,” says Tom Schwartz, vice president. The brand is known for using all metal types, but its new Fusion collection fuses platinum and gold and allows customers to customize their own rings.

Meanwhile, its Chroma collection of precious metal and colorful ceramic rings “pair perfectly with luxury watches,” notes Schwartz.

ODI offers textured, patterned, and satin or sandblasted finishes and laser-cut motifs as well as Cuban link bracelets in yellow gold or blackened silver. Most popular are the firm’s pendants with religious or heraldic symbols that have a “vintage feel,” says Valerie Fletcher, vice president of design and product development. More black jewels give a masculine vibe through black diamonds and black rhodium and black diamond tennis bracelets in plated silver.

Original Designs / ODI

Tantalum—a charcoal gray metal—is new for Ostbye and is “doing well,” according to Theresa Namie, merchandising manager. “Men like the look and feel of it,” she says.

Of course, there are always market surprises and serendipitous occasions, such as when many of the men admiring a new ladies’ signet ring line from Ostbye purchased pieces for themselves to wear on pinkies. “It was a nice twist!” says Namie.

As far as what’s driving guys into stores, celebrities can also help. Goldstar Jewellery’s sales associate Caroline Lerche observes what’s happening on red carpets to guide production.

“It allows us to create items that might be seen on celebrities, but translate them to mass retail,” she says.

The key to remember with trends at the high end is the interpretation for everyone else.

“Styles like those of Pharrell or Machine Gun Kelly often don’t match the price points or looks you’d find at your local independent jeweler,” maintains Hupp.

Let the styles, like layering chains, of those in the spotlight inspire manufacturers to make “more relatable and approachable” pieces, he urges.

Plus, it’s important to remember that the men’s jewelry market is evolving. According to Hupp, it’s becoming more gender neutral. This means that makers should introduce more modest sizes and create diverse marketing images. Doing so “demonstrates that your products are not only accessible in terms of pricing but also resonate with a broad spectrum of consumers,” he explains. “This approach not only broadens your market reach but also reinforces your brand’s commitment to diversity and inclusion.”

       Ostbye

His brand’s answer to this unisex call? Its Ethos line of silver and gun-metal finishes with gemstones like agate and black sapphires that offer a subtle fashion flair—don’t look for dragon heads or skulls here. Understated elegance is the message Paris 1901 aims to deliver.

Finally, brand training helps all retailers move merchandise in stores. Training includes providing assets like social media posts, product information, images, displays, product photos, and talking points. Insights into male preferences and buying behaviors are also useful.

“All help retailers create an inviting and informative shopping experience,” says Schwartz.