Marketing and Selling Jewelry to Men

Design Idea BBBB Necklace

by Dan Day, Content Development Group, Exclusively for Fire Mountain Gems and Beads®

How would you like to expand your potential customer base by 50%? You can if you aren't already marketing jewelry to men.

With recent sales numbers showing significant growth in selling jewelry for men, there is still a vast, untapped market for selling your jewelry designs that you can't afford to ignore. As the saying goes, "There are plenty other good fish in the sea."

Style Snapshot: Marketing and Selling Jewelry to Men

The key to marketing jewelry to men is understanding your male target audience, and developing ways to create in them awareness, interest and motivation to buy jewelry you have created with men's tastes, needs and lifestyles in mind.

One big challenge: Many modern men seem averse to wearing jewelry. Perhaps it is the word "jewelry" itself; they don't want to admit to wearing it. However, many men actually have a need for jewelry. More men are looking to upgrade their appearance in a competitive business environment. This need to dress for success is reflected in a willingness to move beyond casual and enhance their wardrobe with a designer-quality necklace, bracelet or pendant.

Embrace the idea that you can create men's jewelry and accessories and successfully market and sell your products to them. Marketing primarily consists of the four "p"s: product, price, promotion and place. When designing jewelry (your product), it's important to understand that men value prestige and quality of craftsmanship and are attracted to very specific styles. Likewise, men are often interested in accessorizing to express their individuality. Men's jewelry accessories include tie clips, cuff links, belts, suspenders, bags and more.

For the second marketing "p" price, there are several articles (listed below) that can provide much help and insight in determining the price of your products--men's jewelry in this case.

The third marketing "p' is promotion or persuasion. When selling to men, help them realize that shopping can be a pleasure, not a chore. Buying jewelry can be fun, exciting and very rewarding for men. An especially effective way to expand your selling-jewelry-to-men efforts is celebrity marketing. Seek out local athletes, musicians and public office holders to wear your designs at ball games, clubs and public events. They can be very influential on the attitudes and buying habits of their fans, audiences or colleagues.

Once you attracted customers to your business, the rubber meets the road at your place of business, the fourth marketing "p". Discover ways to engage male visitors in your business (often accompanying female shoppers) by having a selection of men's jewelry products you can gently persuade them to try on. These items meet needs they may not even be aware of, for example the need be more attractive, the need to show strength, security and self-confidence. Most men prefer products that combine construction and style. Strong, earthy materials such as wood, leather and metals in a clean, simple style establish a good foundation for a line of men's jewelry products. A great way to convey this messaging is how you package and present your jewelry (two extra "p"s in the pod). Placards and small posters that subtly, or not subtly according to your style and instincts, link your jewelry to qualities such as strength, security and self-confidence. The product displays should be it the form and color that reinforce masculinity. For example, a black leatherette and velveteen display tray can hold a variety of men's accessories including rings, cuff links, and tie clips. It sends the no-nonsense message of order and control.

Style Snapshot: Marketing and Selling Jewelry to Men
Men's Jewelry Design Ideas

Do some research: Top men's jewelry brands include Armenta, GTO London, Ippolita and Triton. Top men's jewelry designers include David Yurman, Dean Harris, Robin Rotinier and Cathering Zadeh. Take a look at the men's jewelry they have created to see what designs are popular. Look online or in magazines and find materials and styles that best fit the male customers in your area. Pay special attention to the how the products are positioned, the colors, materials and displays along with any other objects or models.

If you are successful, you will earn a couple more, unofficial, marketing "p"s: profits and pride.

Design with ... Additional Resources ...

Customer Comments

We would like to share some of the customer comments we received in response to the article "Marketing and Selling Jewelry to Men," as featured in an email newsletter. Please keep in mind that the comments expressed below are those of our customers and do not reflect the views of Fire Mountain Gems and Beads.

"Thank you for this helpful information. It just so happens that I wanted to start making jewelry for young men. I just bought a lot of very nice wood beads and skulls. I have been asking what they like so that I can get an idea.

Keep up the good information; thank you."
- Becky

"I am new to Fire Mountain Gems (thanks to my mom). I have been a jewelry artist for 4 years and now I finally have hit the mother lode thanks to you all!! I will never shop at Michael's again! Thank you so much! I travel with my 448-page book for motivation throughout the day! Andddddd I was inspired to start a men's line because of you all!! I love Fire Mountain Gems! I received my first order last week :)"
- Crystal


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