Analyzes the market of jewelry

Men have always been an important part of the jewelry market, but mostly as buyers of expensive women's jewelry. Yet their role as exclusive purchasers of women's jewelry is beginning to shift, as the sales of fine jewelry for men virtually doubled from 2004 to 2006 to reach $6 billion, according to a new study of the jewelry and watch market published by Unity Marketing.

"Jewelry designed for men used to be a step-child in the jewelry business, as compared to women's jewelry," said Pam Danziger, president of Unity Marketing and author of "Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience." "But in 2006 the men's jewelry market reached a 10 percent share of the market, so it can't be ignored any longer by jewelry marketers and retailers."

Men's jewelry sales continue strong in the luxury market

Signs are that sales of men's jewelry will continue apace in 2007 and beyond. For example, in Unity Marketing's quarterly surveys of luxury consumer purchases, men's jewelry purchase incidence rose each quarter this year to a high of 12 percent at the close of the third quarter 2007. This compares with an historic level of 5 percent purchase incidence in 2006. Such strong sales bode well for the health of the men's jewelry market going into the traditional fourth quarter gifting season.

"Our findings suggest that men are putting their experience as knowledgeable consumers of women's jewelry to work in making fine jewelry purchases for themselves," says Danziger. "Now that many men are abandoning business casual for more formal business attire, they are interested in accenting their wardrobes not only with a fine watch, but gold rings and cufflinks, and , as well as details about where shoppers turned for their last jewelry or watch purchase and what features about the shopping environment influenced their shopping decision.

About The Author David ZHENG is the CEO of http://www.wotrace.com .