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A new type of fashionable male has arrived on the block. Jewelry has begun to penetrate the elusive male market, casting off the worn stereotype that earrings and bracelets were the arena of women only. Today, a dazzling watch, glinting earrings, and roped chains all find their stock skyrocketing in a genre that has only begun to be explored.
For many, this trend really took root thanks to favorable reviews from pop culture, most specifically the world of hip hop music. Fans began to see their favorite rappers adorned with all sorts of flashy trinkets, from chains and chains of ropes to glittering. Some even choose to put jewels in their teeth, an emerging trend known as "grillz".
Quick to follow were athletes and celebrities from all arenas of entertainment, and the floodgates were open. Once a taboo or potentially controversial embellishment, earrings now became common among men. Bracelets began to explode in popularity, in small part thanks to the release of Lance Armstrong's "Livestrong" bracelet, whose proceeds went to fighting cancer. Celebrity stylist Mary Alice Stephenson notes, "Lance Armstrong put new meaning into men being allowed to wear something other than a watch around their wrist. If Lance can wear it, they can wear it."
Russell Simmons, a founding father in the world of hip-hop, has taken his creative aspirations into the fashion realm. In addition to his successful record label and fashion company, Simmons launched Simmons Jewelry Company in 2003. One of his most popular bejeweled items are watches. Says Simmons, "It's more like a bracelet now, a status symbol. (Men) get the time from their phone or their Blackberry, so watch is basically jewelry." Simmons also notes that while he sells quite a number of watches, his most popular selling-item is the diamond cross.
While some men have been opting for enormous glittering showpieces to turn heads, others are embracing the subtleties that come with a well-placed piece. Smaller items, such as cuff links or belt buckles, have also discovered a newfound popularity within male jewelry circles. Ori Zemer, vice President of Charriol North America, takes note of the break in jewelry stereotypes. \"A man can say of these, `It\'s jewelry, but it\'s not what my wife wears,\" remarks Zemer. He also points out that brand names, such as Prada and Gucci, also continue to find success in the male market.
That is not to say that traditional jewelry has not continued to have a target audience. Flashy rings or rings with nautical-style roping are among more popular selections for men. \"The roping is a little rugged, so it works for a man who is going to the office or a construction worker," observes Zemer. "It\'s wearable, durable and a cool statement.\"
Simmons believes that men's jewelry is growing, and will continue to expand, because of its gift-item potential. Commissioning a Harris Interactive survey online of 2,327 American male adults, the study determined that 60 percent of those polled would consider wearing jewelry other than weeding bands, watches, and cufflinks. They also noted they would especially do so if the item was a gift given by a significant other. Charriol's Zemer, however, notes that men are also self-purchasers. \"They know what they like and they know what they think is cool,\" Zemer explains.
Luxury boutique jewelers such as Tiffany and Cartier have also witnesses the upswing in sales of men's jewelry, but smaller independent stores such as surf shops, department stores and catalogs have also been encouraged by the market's growth. For example, pearlparadise.com has seen their men\'s pearl bracelets, which retail at $250, account for almost 10 percent of sales. This is up from almost zero only five years ago.
Men\'s jewelry still makes up only a tiny portion of the overall jewelry market, but demand continues to increase. \"And not only in major metropolitan centers, but also in smaller towns across the country,\" says Helena Krodel, spokeswoman for the Jewelry Information Center. \"That suggests men everywhere are getting into jewelry. Especially the younger generation, who are accustomed to seeing men of all races and income levels wearing jewelry. They see it all the time on TV, in magazines, on the street.\"
Perhaps Sky George, co- owner of Tarma\' Designs, sums up the trend best. \"The average guy\'s first reaction to wearing jewelry is either a laugh or expletives,\" says George. \"But men are slowly coming around, realizing that certain materials and designs create a look that\'s far from feminine and are a great tool for self-expression.\"
2022
