How Jewelers Can Tap Into the Booming Men’s Lifestyle Market

Retailers are discovering that the quickest way to a man’s heart is through his accessoriesIn 2009, while Marie Helene Morrow was on safari with her family in Kenya, she was intrigued by the Swahili word kiyume. The owner of Reinhold Jewelers, a chain of high-end jewelry stores in Puerto Rico, inquired about its meaning and was told it meant, simply, “male.”“I tucked it into my head and said to myself, If I ever have a men’s store, that’s what I’m going to call it,” Morrow says.In November, she turned that if into a when, unveiling the first Kiyume boutique in Plaza Las Américas, the largest mall in the Caribbean. She says she opened the 650-square-foot men’s store, which occupies a former pen shop adjacent to Reinhold’s flagship, because the men’s retail scene lacked anything “fun.”“I didn’t want the store to be structured like a Brooks Brothers,” Morrow

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