Tiffany & Co, one of the world’s most famous jewellery retailers, recently broke further into the men’s jewellery market with an extensive collection of necklaces, bracelets and a plethora of other designs. This market has been growing rapidly in recent years and is now worth approximately US$5.8 billion, whereas the women’s jewellery market is worth US$33.2 billion.
Previously, Tiffany offered a limited selection of men’s accessories such as cufflinks and money clips. Increasing its market share in men’s jewellery is a move forward for the company. With China’s economy maturing, its population is slowly beginning to spend less on luxury items, meaning that household names in high fashion, like Louis Vuitton and Gucci, have also been expanding their men’s jewellery lines in light of the changing consumer demand.
Tiffany may be taking a risk here, because since the beginning, the brand has been closely associated with women. Past efforts to associate its jewellery with male customers included a line of jewellery and accessories at DSM (Dover Street Market), where it had the rapper A$AP Ferg rocking the experimental collection.
Tiffany’s chief artistic officer, Reed Krakoff, explaine the move in an interview with Hypebeast: “We sort of relooked at our efforts in men. I always think of it more as curating their life, whether it’s travel, cosmetics, jewellery, fashion, sneakers – whatever it is. There is an incredible hunger for information.” We’re very excited to see the October collection being worn out and about, and we can’t wait to see Tiffany’s new surge of men’s pieces in its future collections.