Thursday, 27th May 2004 (4893 views)

US men are discovering a love for jewellery as their fashion becomes inspired by top stars such as P Diddy and Kevin Garnett.

Men in the entertainment world are not ashamed to look glamourous and now typical everyday men are following suit and discovering the appeal of precious metals and stones.

Helena Krodel, spokeswoman for the Jewelry Information Center told KRT: "They are definitely a growing sector of the market. Men are buying themselves rings, bracelets, pendants, just because they like the look of it."

One jewellery company in the US, Continental Diamond, has even revealed for the first year ever it is running a Father's Day advertising campaigning targeting men.

Reportedly men tend to begin with a signature watch, move to a bracelet for which gold is a popular choice or cuff links and then some move on to necklaces.

Glen Sorenson, marketing director for R.F. Moeller Jeweler added: "Our staff has definitely seen an upswing in traditional men's jewellery."

 

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