Jewelry has traditionally been seen as a fashion accessory for women, but recently there's been an uptick in the men's jewelry category too. Brands, retailers, and customers are all starting to take notice of this emerging market segment, so now is the perfect time to expand your jewelry collections. This article will explore how to introduce men’s jewelry designs and help you tap into this new demographic. With some thoughtful strategy, your brand can produce jewelry for any gender.
Do Your Research
Begin by conducting some research. First, find out more about your target market. What are the ages, budgets, spending habits, shopping experiences, and geographic locations of the men you want to reach with your jewelry? Learning more about your target customer can help you design, price, and market your new men’s jewelry collection effectively. It can also help to conduct a little research about current men’s jewelry trends to see what’s popular and get a sense of how your jewelry can fit into the zeitgeist. For example, layering chain necklaces is a popular men’s jewelry trend right now, so you might start designing a few simple products that pair well together.
Start Small
Next, begin with a few simple men’s designs. Using the research you’ve gathered, design one or two pieces of men’s jewelry that you can easily incorporate into your product line. Design a basic chain necklace or bracelet that men can add to their everyday carry. Signet rings and simple stud earrings are popular pieces for men too, so they’re a good place to begin.
Capitalize on Gift-Giving Events and Holidays
A great way to introduce your jewelry to a new demographic is to market your men’s jewelry to your existing customers. Tell the women in your audience all about your new collection, and frame the men’s line as a great gift. Create a limited edition signet ring or cufflink collection for Father’s Day, or introduce a new collection of pendant necklaces in a holiday gift guide. This can help introduce your men’s jewelry line to the world through the customers you’ve already attracted and retained.
Stay True to Your Brand’s Unique Style
Once you’ve developed the basics, you can start harnessing your brand’s unique style with a men’s focus. Branch out into designs for men that follow your aesthetic. You can use of-the-moment trends to inform your ideas and guide your collections, but be sure to stay true to your brand’s signature aesthetic — it’s what makes your brand special. Don’t abandon your sense of style and design to accommodate your new market; instead, lean into it.
Remarket Your Current Collection
Jewelry doesn’t have an inherent gender, so some of your pieces might be right up your male audience’s alley. Expand your existing design catalog by adding more sizes to the jewelry you’re already offering. Include bigger ring, necklace, and bracelet sizes to include more options for a broader demographic.
Ask for Feedback
Once people have had a chance to shop your new collection, ask for their feedback. Post a poll on your social media platforms, or send out an email survey with some incentives for answering your questions. This kind of feedback can help you understand how your designs are being received and can inform the direction of your men’s jewelry collection moving forward. Maybe your audience is clamoring for more variety, or perhaps they want something entirely different than what you originally designed. Asking for their input can help you meet your customers’ wants and needs as you continue to invest in your new line.
Expand Slowly
Whenever you’re branching out in a new direction, it’s best to take it nice and easy. There’s no rush, and trying to expedite the process of tapping into a new market can lead to mistakes. Take your time and work on expanding your brand slowly. There’s no rush when it comes to launching something different or building a new business vertical.
Is your brand ready to take the next step? Expand your brand with MJJ Brilliant. Our team has over forty years of experience in developing jewelry brands and producing exceptional jewelry pieces. Contact us today to learn more about how we can help you broaden your brand focus and reach new customers.
