With brands experimenting selective entry in the male jewellery section, Vijay Jain, CEO and Director, ORRA, reveals to Zarafshan Shiraz the roots and future of this new blooming fashion sense among the opposite gender.
Tanishq recently launched a sub-brand under the name ‘Abeer’ catering to the growing demand of jewellery for men. Are you witnessing any similar demands?
The category for men’s jewellery has been witnessing growth over the past few years. This demand has been not just for standard and simple designs or plain/studded patterns but across categories as well as dual toned jewellery. Men have become open to experimenting with the colour of metal. A combination of platinum with rose or yellow gold is in vogue. This adds to the design factor and the dual tone is working well not only in smaller value pieces such as rings, but we are also seeing a huge liking for dual tone chains and bracelets amongst men. This is especially in the case of platinum jewellery.
The platinum category for men is doing very well and we stock the same across all ORRA stores. We are seeing a 36% year on year growth for the same.
What according to you triggered this new demand (of jewellery for men) in the market?
Jewellery is moving towards being seen as a mere investment to that of creating a style statement. Similar to how within the apparel industry ‘pink’ or floral patterns have come to be embraced amongst men; today rose or pink gold combinations in jewellery are a popular choice.
At ORRA we can say that platinum has triggered sales in the men’s category. Whereas, previously options for the men’s category was only restricted to 22k gold, today heavy platinum chains and bracelets are seeing a huge preference. Men have become more aware of the different trends that they can indulge in within the jewellery category and jewellery has now become a part of his overall style quotient.
While the trend was largely focused in the larger and metro cities, today the digital and online media is breaking down geographical boundaries. Tier II markets are at par with the urban India in terms of aspiration, sense of style and attitude. Increasing brand awareness, growing purchasing power in tier II and III cities makes it a great market place. Since accessibility is no longer an issue we will definitely see a rise in demand for men’s jewellery from smaller markets.
What are the jewellery rules that you would give such customers to keep in mind?
Focus on the provenance of the product as well as look for the art and craftsmanship. In addition, they don’t need to stop short at in-store offerings as an increasing number of brands such as ORRA are offering custom made jewellery as well.
Will this be one fashion statement that stays or is this a fleeting one? Where do you see this industry in the next 5 years?
The men’s jewellery category is definitely here to stay. The consumer demand for jewellery is constantly changing. They desire jewellery which is versatile and wearable. Hence, the industry has to pre-empt the consumers' needs and create jewellery to fulfil it. Simplicity and elegance is and will always be the key for men’s jewellery.