Jeweller - June 2019

MEN’S JEWELLERY
John Rose, managing director of West End Collection, which distributes Paul
Hewitt, says, “We find that men’s jewellery sells very well alongside our watch
brands. They are designed to complement the design of the watches and
enhance the look of the watch itself when worn alongside each other.
“The ‘stacked’ look is very on trend right now and is a great up-sell for
any retailer.”
He adds that the Paul Hewitt range uses nautical symbols like the anchor and
shackle, which appeals to men while calling back to the brand’s northern
German heritage.
DURAFLEX
CUDWORTH
These customers will buy different pendants for the same chain or rings with
different finishes for each look.
The Thomas Sabo men’s collection Rebel at Heart speaks to this type of man
by using a palette of silver, black and turquoise to create a masculine feel, as
well as tough materials like leather and blackened silver. The design motifs
present as a rock’n’roll take on religious iconography and wild animal themes.
Pendants can be bought separately from the chain to create a custom look,
appealing to a male consumer’s sense of control and individuality.
Mark Boldiston, director of men’s jewellery boutique Lord Coconut in
Melbourne, caters to this market too.
“The guys who enter my store love the purchase process,” he says. “It probably
helps that I’m up on level five so they’ve already made the commitment to
come into the store and, nine times out of 10, they’ve already looked at the
range online. They’ve come to make a decision.”
Items stocked in the store have unique, masculine design elements like
uneven, jagged edges, fingerprints and cratering, as well as motifs like skulls,
grenades, knives and hands.
Social media remains the major purchasing influence on these men, who tend
to be younger – either Millennials or Gen Z. Influencers, overseas trends and
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MILLENNIUM_CHAIN
Australian leading wholesaler, specialising in manufacturing
9ct and 18ct yellow gold, rose gold and white gold.
Machine made and hand made, any kind, chains and bracelets,
bangles and findings. Suppliers to retailers and wholesalers.
MILLENNIUM CHAIN
P: 03 9650 5955 | E: sales@millenniumchain.com.au
www.millenniumchain.com.au