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Men’s jewellery is staging a comeback

After several decades in the inspiration wilderness, men’s jewellery is staging a comeback – and doing so with no little attitude.

Glamorous gentlemen’s bling is strutting back into the spotlight, adorning male celebrities from Timothée Chalamet and Jared Leto, to Saltburn’s Barry Keoghan and Bohemian Rhapsody’s Rami Malek – all of whom have been spotted on more than one occasion sporting serious pieces on the red carpet.

While high jewellery for men is still an emerging market — it reached $7.3 billion in 2023, compared to $44 billion for women’s luxury jewellery — annual growth is now outpacing women’s high jewellery at 7.3% to the latter’s 4.6%, according to Euromonitor.

Men’s jewellery already represents 30% of retail sales at David Yurman, which has been building this segment since 2004. In fact, it’s “the fastest growing segment in our mainline jewellery assortment,” according to Lee Tucker, the company’s senior director of product design and development.

British designer Stephen Webster, whose jewellery has a colorful goth vibe popular with rock stars, has always had a strong following among men. His core male customers these days, he reports, are “younger than they used to be, probably 25 to 40.”

As men’s jewellery grows in popularity, fashion houses are capitalising on the trend. In January, French luxury giant Louis Vuitton launched its first high jewellery line for men, including bracelets, rings, earrings and pendants in white and yellow gold, as well as more modern materials like titanium.

In January, Italian fashion house Bvlgari (or Bulgari) became the latest to launch a man bangle catering specifically to the Indian male demographic, recognising its growing significance in the luxury market. The India-exclusive Kada Bracelet costs Rs 12 lakh.

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