Strong name & manly materials essential for boom sector,says designer.
Stephen Webster urged listeners at an IJL seminar this morning to turn to manly materials and jewellery with a story when sourcing for male customers.
Webster told how the male market is starting to boom. “Men have once again learned to accessorise,” he said. “The buzz from men’s jewellery is exploding, it’s electric, and everybody wants to be a part of that.”
When sourcing materials to use in his men’s collections Webster said he turns to “manly” stones and new materials. He said: “[Male shoppers] love manly things and new materials.”
He cited flint, bloodstone and jasper as some of the materials male Stephen Webster customers are attracted to. He added that black diamonds have played a strong role in his men’s collections. “Diamonds didn’t work for us but in the past few years black diamonds have taken off,” he revealed.
Also crucial to a successful men’s jewellery collection, according to Webster, is a strong tribal name. “It’s the stories men like,” said Webster. “It is a tribal thing, they’re used to belonging to things, like football teams.”
Previous Stephen Webster men’s collections have been titled Thorn Noir, Heart Breaker and London’s Calling, and his latest range for men is called No Regrets.
Like the rest of the jewellery buying contingent, Webster said that men are buying beads. He revealed that the top six of his top 10 bestselling men’s jewellery items are beads.
Outside of his own collections, Webster told the crowd at IJL that his top three favourite men’s jewellery designers were Tomasz Donocik, Shaun Leane and Hannah Martin, all of whom are exhibiting at IJL this year.