GlobeVerge
INDIA
From Men’s Chains To Diamond Sets, Jewellery Rules Are Changing
Men are increasingly embracing elaborate jewellery sets traditionally associated with women, especially at weddings, festivals and fashion events, signalling a shift in gendered fashion norms.
GlobeSignal-AImedium certainty
- Why it matters
- Retailers and designers serving wedding and festival markets face pressure to expand product lines and marketing to appeal to male customers previously outside their customer base.
- Most affected
- Jewellery retailers and designers — Must expand product ranges and marketing to reach male customers.
Men attending formal events — More socially acceptable options exist to wear elaborate jewellery. - Likely next
- Whether major jewellery brands launch dedicated men's elaborate jewellery collections in the coming seasons.