Groom Service

Today’s marrying man is overstimulated, overeducated, and he’s got cash to spare. Just don’t oversell him.Marketing that targets brides is the status quo in the ­jewelry business. After all, bridal purchases compose 35 percent of total retail sales, according to Jewelers of America’s 2013 “Cost of Doing Business” report. But by convention, it is the groom who purchases the priciest piece of wedding jewelry—the engagement ring. And while men tend to be less predictable consumers than women, the modern groom—whose shopping endeavors are becoming ever more digital—can be particularly difficult to pin down (more on this later). To assist you in your guy-centric sales and marketing efforts, we asked a handful of seasoned bridal jewelry retailers, along with a few recently hitched gents, to weigh in on the shopping habits of all the young dudes.HE WILL SPEND ON JEWELRYAngel

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