An increasing number of men are beginning to wear items of jewellery, with many jewellers looking to take advantage of the emerging market.

Jewellers such as Tiffany's are beginning to stock more men's jewellery as the trend grows and platinum is set to be as popular with men as it is with women.

Currently, platinum jewellery continues to be a favourite among females, but is now looking at becoming a popular choice for men, as the jewellery market moves away from the traditional niche markets and into the mainstream.

Allan Steinmetz, chief executive of marketing firm Inward Strategic Consulting, explains to the Hertford Courant that accesorising with jewellery has become part of the new generation of man who enjoys personalising their own look.

"This is definitely a generational thing," commented David Bouffard, marketing director at Kay Jewellers.

Demand for platinum jewellery helped Tiffany to increase its sales over the course of the past year, with high-end items selling for more than $3,000 enhancing the jeweller's profits and it now seems that the male market is set to give the company a further boost.


Ÿ Adfero Ltd