British jewellery brand Buckley London is angling for a shot at the men’s jewellery market by launching a selection of easy-to-wear pieces for the modern male.
According to the company, the men’s jewellery market is expected to increase by more than 20% to reach £17 billion by 2020 and, following feedback from retailers that have witnessed a spike in enquiries, it saw an opportunity to apply its design expertise to the sector.
The Buckley London ‘For Him’ collections have already received a positive response following their showing at international trade exhibitions this year and the firm believes their official launch will cement its focus on the market.
“We always carry out extensive market research before the launch of any new product or collection,” explained product director Christina Lenihan. “This involves studying the both the high street and independent jewellers as well as visiting jewellery fairs around the globe. We have found that as much as the men’s jewellery sector is rapidly growing, it is still an emerging category when compared to watches.
“We were therefore mindful when developing our collections to keep prices affordable whilst still offering consumers high quality, durable designs. There is also opportunity for growth in male gifting as jewellery makes an ideal gift for women to gift to men on occasions such as Father’s Day, birthdays and Christmas. With this in mind we have designed premium grey box packaging to further elevate the presentation of our designs.”
The For Him range includes four striking collections of wristwear and cufflinks designed for the modern man, offering easy to wear accessories for any occasion.
The collections offer a mix of contemporary style with functional designs that can be worn with multiple outfits. Each has been created using materials such as high quality leather, stainless steel and semi-precious stones to ensure every piece is durable and can be worn daily.
The collections, which are competitively priced from £15-£50, are currently being rolled out online and in store.
“We will continue to pay close attention to this market with new men’s jewellery designs including gifting options and travel retail exclusives planned for launch in the coming months,” Mrs Lenihan stated.