Men’s Jewelry Market is on the Upswing

Men have always been an important part of the jewelry market, but mostly as buyers of expensive women’s jewelry. But their role as exclusive purchasers of women’s jewelry is beginning to change, since the sale of fine jewelry for men almost doubled from 2004 to 2006 to reach $ 6 billion, according to a new study of jewelry and watch, which is published by Unity Marketing. ”Jewelry for men who used to be a stepchild in the jewelry business, compared with women’s jewelry,” says Pam Danziger, president of Unity Marketing and author of “Shopping: Why we love it and how retailers can create the ultimate customer experience. “” But in 2006 the men’s jewelry market reached a 10-percent share of the market, so it can not be ignored no longer of jewelry marketers and retailers. “ Men’s jewelry sales continue strong in the luxury market The signs are that sales of men’s jewelry will continue apace in 2007 and thereafter. For example, in Unity Marketing’s quarterly surveys of luxury consumers’ increased purchasing men’s jewelry purchase incidence every quarter this year to a peak of 12 percent at the end of the third quarter of 2007. This compares with an historic level of 5 percent purchase incidence in 2006. Such strong sales bode well for the health of male jewelry market is entering the traditional fourth quarter Gifting season. ”Our findings suggest that women expose their experience as knowledgeable consumers of women’s jewelry to work to make fine jewelry purchases for themselves,” says Danziger. “Now that many men are abandoning business casual to more formal business dress code, they are interested in accenting their wardrobes not only with a nice clock, but gold rings and cufflinks, and wholesale costume jewelry, fashion jewelry wholesale, wholesale jewelry, jewelry supply, pearl jewelry, body jewelry, too. “ JEWELRY STORE sales on the rise in 2006 This resurgence in interest in men’s jewelry coincides with a general trend in the jewelry market to specialty retailers who can provide unique designs and individualized service. After losing market share for several years to discounters and mass merchants, specialty media regained jewelers a full 50 percent share of the jewelry market in 2006. Danziger says, “Jewelry shoppers in their search for higher quality goods and more fashion-forward designs, found that the service and expert advice found in Jewelry Stores was exactly what they needed. They were willing to trade up for the service and experiences that they could not find in discount and warehouse retailers. “ About Unity Marketing’s new study of jewelry and watch market Unity Marketing has just published a new study of the jewelry consumer market, entitled “Jewelry & Watch Report 2007.” It combines the results of in-depth qualitative focus group research and a quantitative study of 750 new jewelry buyers’ shopping preferences, behaviors and attitudes. Included in the new “Jewelry and Watch Report 2007″ are profiles of the country’s top ten jewelry retailers, as well as details about where shoppers turned for their last jewelry or watch purchase and what features about the shopping environment influenced their shopping decision.

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