In my last article we talked about the rise in women’s status. Jewellery brands have been targeting at this potential client group, in order to expand their businesses through this growing market. In the meantime, they are eyeing male customers. Gifting from male is no longer the industry’s strategy, but rather they are repositioning genderless jewellery for men. It seems that the industry is shaping a new trend, with more men wearing high-end jewellery today.
Pearl on men!
While there is a saying “diamonds are a girl’s best friend”, today’s norm seems to be changing. People talk about gender diversity & equality; in the end we don’t find a clear cut in the luxury and jewellery industry. Luxury fashion launches unisex collection, and we see high-end jewellery brands are following too.
In early this year, the Japanese pearl jeweller Mikimoto partnered with Comme des Garçons, masterminded by the renowned Japanese fashion designer Rei Kawakubo. Together they rolled out a capsule line of seven pearl necklaces targeting both men and women. In the just-ended July, Louis Vuitton has presented its first unisex jewellery collection LV VOLT for the new generation (both men and women) to express their unique and bold personalities.
Male ambassadors wanted
Apart from the unisex jewellery collections, the trend is also reflected by the selection of brand ambassadors. Our 2020’s highlight must go to Tiffany & Co, who announced Jackson Yee, the wildly popular Chinese singer, being its brand ambassador for its iconic Tiffany T collection. In July, the Chinese very-young actor Liu Haoran became Piaget’s new brand ambassador for China, while Qeelin also officially announced another rising actor Chen Feiyu as its millennial ambassador.
To team up with the little fresh meats (i.e. buzz words denoting handsome & young male stars) is for sure to catch young female’s attention. There is no surprise that their endorsed collections would always be sold out on the release day. What else? From another perspective, with more and more male ambassadors wearing genderless jewellery, people get used to the new phenomenon. Maybe, it is strange to witness a man wearing a piece of pearl necklace on the street today. Next time it might then be more than normal to see our male friends wearing a pair of diamond earring.
Back in the old days
Don’t think men’s jewellery is just the latest fad. According to historians in GIA’s library, early monarchs and noblemen wore extravagantly bejewelled items, e.g. clothes lavished with diamonds, pearls and gold; pearl stickpins; swords set with gemstones. King Louis XIV of France was one of the well-known diamond lovers. The famous Hope Diamond was once his possession and symbol. In the old days, men’s jewellery was not something uncommon, because it is to show and demonstrate men’s status, wealth, as well as their elegancy.
His & her jewellery
The recent moves of jewellery brands seem to reflect the new wave of genderless jewellery. One thing we shall bear in our mind: our high-end jewellery brands are one of the industry’s key trendsetters. Wearing genderless jewellery might not be something common now. However, it may gain the popularity among the new generation with their re-targeting strategies including launching unisex collections and partnering with male celebrities. It is interesting to see a new normal in the industry nowadays. Apart from gifting and couple love, maybe a piece of pearl necklace is their next gift for himself or herself!
Photo credit: Piaget, Tiffany & Co, Qeelin, LV, Mikimoto
