On the crossover between men’s and women’s jewellery tastes.
As part of our April issue we took a closer look at how gender shapes jewellery design and the rise of androgynous jewellery styles. Robert Tateossian, managing director of Tateossian, shares his views.
Professional Jeweller: Do androgynous or unisex influences shape your work, and if so in what way?
Robert Tateossian: A lot of our men’s pieces are also suitable for women. We design the same piece using the same materials sometimes altering aspects such as colour and size; this is especially evident in our bracelets.
PJ: Do you specify who should buy what in-store?
RT: No. Our customers tend to be strong individuals when it come to their taste and style.
PJ: How relevant are cultural or catwalk trends, such as the leaning towards androgyny we’ve seen in fashion, shape jewellery demand or styles?
RT: There is no question that the crossover of women buying our leather bracelets, originally designed for men, is on the increase. For men, there has been a crossover of a higher interest in purchasing fine jewellery bracelets, namely black diamonds.
PJ: Which pieces in your collection do you believe have unisex or androgynous appeal?
RT: All of our leather bracelets for sure, as well as our developing collection of lapel pins.
PJ: What makes a piece of jewellery gender neutral?
RT: Anything that is worn around the neck or wrist vs. the ear.
PJ: How do you, or how should you, go about market jewellery to males and females at the same time?
RT: Clean, simple and iconic images which are gender neutral are always best when appeal to both males and females.
PJ: What type of shopper buys unisex jewellery?
RT: Someone who is confident about their style and taste.