A watch can signal taste without saying a word. A pair of carefully chosen sneakers can define an outfit. Even eyewear has evolved from a functional necessity into a marker of personal style. Yet when it comes to jewellery, many men still face a narrower choice: traditional pieces that carry cultural or ceremonial associations, or trend-led designs that can feel difficult to wear beyond a particular look.
“The space between the two is close to empty, and that is where most men are actually looking,” he says, referring to the divide between traditional, heavier designs and fashion jewellery built around fleeting trends. For Agastya Sonani, co-founder and CEO, Sonani Jewels, this points to a gap in how the jewellery industry understands its male customer. These associations remain meaningful, but they have also shaped the way men encounter jewellery: often as something acquired for a particular occasion or through someone else’s recommendation, rather than chosen as an everyday expression of individual taste. That relationship is beginning to broaden. As men become more deliberate about grooming, clothing and accessories, jewellery has the potential to become another element of personal style. The shift is not necessarily towards wearing more, but towards choosing better. That affordability can change the shopping experience. Instead of buying a single piece for a wedding or anniversary, a customer may be more willing to compare designs, explore different finishes and gradually build a collection. The shift is from a purchase justified by an occasion to one driven by everyday use.
The next frontier is personal, not louder
Price alone, however, will not create a lasting category. Men will need designs that feel distinctive, well-made and relevant to their lives, alongside clear information about materials, durability and value. Men’s luxury jewellery does not necessarily need to imitate women’s collections or rely on oversized designs to establish its identity. Its opportunity lies in treating men as jewellery buyers in their own right, with preferences that extend beyond ceremonial gold and passing fashion trends.