JEWELLERY FINDS A NEW AUDIENCE IN BRITISH MEN

Summary from the TLDR Marketing newsletter

Jewellery is catching on with British men, especially younger ones. More men are buying jewellery for themselves and doing it on their own terms. In the past year, 17% bought it for themselves. Among Gen Z, that rose to 24%. Necklaces or chains were most popular at 33%, followed by watches at 32%. Nearly half of buyers, 47%, shopped mostly or entirely online. Price and discounts influenced 39%, far more than online ads or celebrity endorsements. Independent jewellers led at 39%, ahead of marketplaces at 30% and high street stores at 27%.