Online jewellery retailer Jewlr has seen an increase in male name necklace orders as celebrities have been increasingly spotted endorsing the trend.
Jewlr says male names now account for 50% of the retailer’s name necklace orders. Furthermore, the company has seen a 2000% year on year increase of name necklace sales, with their solid sterling silver, gold and rose gold name necklaces now accounting for 20% of total site sales.
Prince Harry’s new girlfriend Megan Markle was the most recent celebrity to wear a name necklace. She joins a growing list of A-listers who are provocatively referencing their current love interest with their jewellery, including Bella Hadid, Kylie Jenner and Jessica Biel.
Jewlr founder, Tony Davis, comments: “Whilst our best-selling pieces have always been those that have a sentimental meaning, these were more subtle references including children’s names or more subtle engravings. It’s certainly interesting to see our customers are wearing their loved ones names in such a bold way and we were definitely surprised to see male names making up 50% of the order.”
Jewlr is using its customisation offering to expand into the UK market. Last year the company reported an annual growth of 354% in the UK and the number of unique website visitors in the UK rose by 90% in 2015.
Having already achieved a 55% increase in overall revenue, UK sales now account for 15% of its global business and it has its sights set on expanding further into the market.