Men's jewellery the great-untapped market

Men's jewellery has long been considered one of the great-untapped jewellery markets The reason Australian men don't buy more jewellery seems simple enough: they don't put the same value on jewellery that women do Jewellery represents values that marketers traditionally say men just don't respond to - it's not functional or efficient, it doesn't eliminate a negative issue or solve a problem and it's perceived as feminine - but that's not the case for all men.

Men's jewellery is a small market and it may never reach the scale of the women's sector, yet it shouldn't be ignored, according to David Paterson, managing director Paterson Fine Jewellery, which manufactures men's ring and cufflink range Alfie Black There are ways to overcome the resistance men have for buying pieces of their own: creating spaces that appeal specifically to men, tailoring sales techniques to the different types of men who buy jewellery and developing a product offering that combines timeless favourites with the latest trends The men's market can generally be divided into three categories: those that are open to jewellery on their own terms, those that embrace heritage jewellery pieces and those that do not consider buying jewellery at all.

According to market research firm NPD Group, rings are by far the largest jewellery category for men, generating a third of jewellery sales. . Source