February 14, 2007, - 10:12 am
By Debbie Schlussel
If you are male and reading this, then this very likely does NOT apply to you, as I believe the girlie-man segment of my readership is very minute.
But, still I have to point out the latest, ridiculous Valentine’s Day behavior from some “men.” I thought Valentine’s Day was really for women–and that men didn’t care about getting anything on the day–but I was mistaken, according to The Indianapolis Star:
Men pretend they want power tools. Deep down? A sterling silver, black- diamond-studded bracelet is their valentine wish.
OK. Maybe not all men. But this Valentine’s Day, put aside the stereotype of a woman gasping over the latest gemstone tucked inside an elegant box and picture a man opening up a little bling.
It’s happening. Men are getting jewelry for Valentine’s Day.
“Women like to come in and buy men things they can personalize. That way we can get mushy,” said Sherry Miller, assistant manager at Miller’s Jewelry in Greenfield. “Guys think they just want more practical gifts like Craftsman tools. This is a way to dress up your man.”
In some cases, a man sporting jewelry is the woman’s idea. But a 2006 jewelry report by Pennsylvania-based Unity Marketing shows men’s jewelry is a growing segment of the industry. And about 50 percent of the time men are buying it for themselves.
Sales of men’s costume and fine jewelry reached $7.4 billion in 2005, a 10 percent jump from 2003. Watches and nonbridal rings made up the largest share of purchases. While nontraditional jewelry is still just 11.5 percent of the total market, it’s something retailers can’t afford to ignore.
“There is a reason more designers are focusing on men — because there is a huge opportunity,” said David Shano, who launched his Arizona-based company, Shano Designs, three years ago. He creates what he likes to call lifestyle luxury fine jewelry with urban elegance for men. A lot of black diamonds, geometric shapes and pendants strung on Greek leather or titanium chains.
“It used to be men wore a wedding ring and maybe a watch,” said Shano, who sells online as well as at several retail locations. “It’s OK now. Men can wear jewelry.”
Some experts attribute the growth in men’s jewelry to that metrosexual revolution — men being more comfortable with grooming, getting massages and indulging in “girlie” things.
Sad. Well, no wonder Barry Manilow got into the jewelry biz.
Tags: Arizona, assistant manager, assistant manager at Miller's Jewelry, Barry Manilow, Craftsman, David Shano, Debbie Schlussel, massages, Pennsylvania, power tools, retail locations, Shano Designs, Sherry Miller, The Indianapolis Star, USD, Valentine's Day