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"[Men’s jewelry] is maybe 10% of our inventory on a dollar basis, but it certainly doesn’t represent that much in sales,” says Mary Lou Sydel, president of Sydel & Sydel Jewelry. Although her store is located in Chicago’s very male-oriented business district, purchases for or by women represent the bulk of her revenues. Even so, Sydel fears that if she doesn’t carry a suitable variety for men, she’s likely to lose the male customers.
Like Sydel, most retailers carry deep inventories of men’s rings out of necessity…but, more often than not, keeping a men’s mix fresh can be a guessing game. In early 2009, the Platinum Guild International USA released the results of an in-depth survey about men’s attitudes toward jewelry and precious metals. Conducted in Atlanta and Chicago, the organization’s focus groups included pre-engaged, engaged, and married men between the ages of 24 and 53. The results, while not necessarily surprising, are interesting to note nonetheless.
Overall, it seems, men are most impressed by: durability (in terms of resistance to wear), strength (including heft and the ability to secure a diamond), visual appeal (resulting from natural color), and value. “Our research revealed that men were more likely to purchase platinum bridal jewelry after learning about its rarity,” shares Huw Daniel, president of PGI-USA. Perhaps the most surprising new discovery is that men are interested in the concept of “metal harmony,” noting an appreciation for congruity between the engagement ring and both bands.
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To read the full article and seven key tips about how to make the most of men’s, go to the digital edition at: http://digitalmagazinetechnology.com/magazineV2.0/?KEY=JQInternational-09-07july#page=0 |
FOCUS ON
THE PHYSICAL
One of the most useful findings of PGI-USA’s study was that the physical aspect of handling jewelry is very important when it comes to men’s purchases. In this regard, physical retailers have a huge advantage over Internet sellers. One potent technique: with both of a man’s palms open, drop a gold ring into one hand and a platinum ring into the other. Even the thickest-skinned guy will feel the difference. |
