This Sunday, dads across America may be opening boxes containing gold chains, pearl pieces, or diamonds in every iteration, as jewelry retailers and designers have continued to expand options for Father’s Day gift giving and the holiday has become an increasingly important day for the industry.
“Men are getting more comfortable wearing diamonds and gems. You can see it at sporting events. The first 10 rows of seats are full of guys sporting chains, necklaces, rings, watches, and pins that demand attention,” says Oliver Smith, founder and creative director of Oliver Smith, who recently debuted his first men’s jewelry collection. “It’s starting to trickle down to the mainstream consumer.
“Mom is not the only one wearing jewelry anymore. Imagine the emotion Dad will feel being with the entire family when he gets an important gift,” Smith says. “Men’s jewelry is going to have huge growth potential in coming years.”
The National Retail Federation (NRF) predicts U.S. consumers will spend a record $22.9 billion to celebrate Father’s Day in 2023, exceeding the previous high of $20.1 billion in 2021, according to NRF’s annual survey done with Prosper Insights & Analytics. Father’s Day spending totaled $20 billion last year, the trade group says.
In another Father’s Day consumer survey, the MVEye—which provides market research and consulting for the jewelry, gem, and watch industries—found that more than half (60%) of those planning to buy jewelry or a watch as a gift would spend at least $200 on dad. Nearly one-quarter (23%) of fathers surveyed by the MVEye said they wanted watches or jewelry as gifts, with a digital watch the top choice, followed by a sports or branded watch and necklace or ring.
In their Father’s Day emails, many jewelry brands are giving customers trendier suggestions than the customary tie clips and keychains—promoting unexpected items like silver ear cuffs, black diamond tennis necklaces, and delicate gold friendship bracelets. Some jewelry retailers are opting for special in-store events: I W Marks in Houston, for example, is holding a Father’s Day weekend event that includes cigars, beer, chicken wings, and complimentary shoe shines.
Charles & Colvard president and CEO Don O’Connell told JCK in an email interview that men are looking for fashion-forward jewelry, such as rings that feature larger stones or unique artistry.
“Dads want jewelry that mirrors their personality and lifestyle. We find that comfort is always the first priority when choosing a men’s band, and style is a close second,” O’Connell says. “Whether it’s the inclusion of two-tone metals, a row of diamonds, or bold geometric edges, men are now choosing statement bands in addition to traditional all-gold styles.”
Kay Jewelers president Bill Brace tells JCK via email that that bold styles and heirloom jewelry are growing in popularity for men. “If recent consumer trends have taught us anything, it’s that jewelry is equitable to all,” Brace says. “Men are accessorizing with diamonds—studs, tennis bracelets, and tennis necklaces—pearls, linear earrings that are usually asymmetrical, anniversary rings, and the timeless gold chains and bracelets.
“We’re even seeing men upgrade their wedding band for diamond-accented styles or a band that features two-tone metals or a larger center stone,” Brace adds.
Iconic accessories that never go out of style—watches, cufflinks, money clips, gold chains—also make great Father’s Day gifts, Brace says. “They are also looking for more personal gifts, such as an engraved watch. Investing in a quality gift for Father’s Day is not only meaningful but creates a memory for a lifetime,” he says.
Top: William Henry, a line of men’s jewelry, is among the brands that retailers such as Houston’s I W Marks have been offering for Father’s Day gifting. (Photo courtesy of I W Marks)
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