Gender & Jewels Q&A: Chloe Moss

The Chlobo and Chloboy founder on which designs appeal to both sexes.

As part of our April issue we took a closer look at how gender shapes jewellery design and the rise of androgynous jewellery styles. Chloe Moss, founder of Chlobo and ChloBoy says skulls and peace signs are the most popular unisex jewellery motifs. She uses social media to market jewellery to both sexes simultaneously.

Professional Jeweller: Are your collections split between men and women?
Chloe Moss: ChloBo does specify who should buy what in that it segregates its collections online into male and female, presenting its men’s range under the ChloBoy sub brand. Our products are also visually merchandised separately.

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PJ: Are your designs influences by catwalk trends, such as the leaning towards androgyny we’ve seen in fashion?
CM: These trends are becoming more relevant and are influencing purchasing behaviour. Many ChloBo product designs have androgynous appeal and we have on occasions specifically designed androgynous pieces, a good example being our bracelets designed for the summer festival season.

PJ: Which pieces in your collection do you believe have unisex or androgynous appeal?
CM: Generally speaking, products that have less of a feminine or male emphasis have androgynous appeal. This is most clearly identifiable with charm choices, for example skulls and peace sign charms have more unisex appeal. Bead shapes also have an influence. Specifically square and disc shape designs appeal to both male and female customers.

PJ: For you, what makes a piece of jewellery gender non-specific?
CM: Designs that are not too feminine or dainty and colours that are neutral. Charms that have androgynous appeal, such as peace signs and certain shapes of crucifixes.

PJ: How do you market jewellery to males and females at the same time?
CM: This is a difficult challenge as from an advertising perspective most publications target either males or females. ChloBo particularly focuses on celebrity placements and believes that they can have a powerful influence on customers. Consequently, placing unisex products on them would be a way of influencing the market. We find social media is a great way of targeting both simultaneously.

PJ: What type of shopper buys unisex jewellery?
CM: There appears to be a bias towards younger aged customers although we do have older customers. The profile of the younger shopper is typically someone who is fashion conscious and into the music scene. The older profile is men and women who were in their teens in the late 1960s, early 1970s, when unisex dressing was also at a high.



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