How Retailers Can Crack the Men’s Jewelry Market

All those guys in your store aren’t just shopping for their significant others! They’re ready to buy some jewelry of their own.In Pam Danziger’s 2011 Jewelry Report, unveiled last July, one category practically jumped out: men’s jewelry. It was responsible for more than two-thirds of the growth in the jewelry market from 2008 to 2010.“We call it the Jersey Shore phenomenon,” says Danziger, the president of luxury research firm Unity Marketing. Men are exhibiting a new comfort level about wearing accessories such as cross necklaces, dog tags, and chunky chains, she explains—a nod to the fashion style of MTV stars Mike “The Situation” Sorrentino and Paul “DJ Pauly D” DelVecchio. “This is a reflection of our environment.”Yet Danziger had originally noted the growth back in 2006, calling it “the year the jewelry industry finally discovered the men’s market.” S

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