Men are no longer secondary audiences for jewellery houses in Kolkata, and buying is not only for weddings or special occasions, but also for daily wear
Kolkata: Kolkata’s men’s jewellery segment—once limited to rings, bracelets, and brooches—has seen its share of store sales double this Dhanteras, according to a Times of India report. Jewellers say younger customers are reshaping demand patterns, with many predicting the category could double again next year.
“Historically, kings wore jewellery, and it complemented their masculine image. It is resurfacing these days, trying to redefine the masculinity of modern men,” Shubadip Roy of Bengal Jewellery told TOI. “We were not very confident of a high volume this year, but men’s jewellery segment sales have been skyrocketing despite the high price of gold.”
“Men are no longer secondary audiences for jewellery houses in Kolkata, and buying is not restricted to weddings or special occasions but also for daily wear. The market is more aspirational and diverse. Men’s jewellery sales have almost doubled this year and now form around 11% of our transactions. We have experienced about 12–14% more retail conversion than last year,” Annargha Uuttiya Chowdhuury of Anjali Jewellers was quoted as saying in the report.
Siddharthaa Sawansukha of Sawansukha Jewellers noted that jewellery for men, not a common sight even a decade ago, “has started to change now,” reflecting a growing shift in urban consumer attitudes. “Men are now very confident and want to flaunt ornaments. Next year, we expect a significant change as men have started buying their own jewellery. Whether it is a solitaire, a chain, or brooches, men are increasing their footprint in the jewellery segment,” he said.
Senco Gold & Diamond too noted a high demand for men’s jewellery. “We have introduced gold and platinum collections now. Throughout the year, men’s jewellery has a 10%-12% share of our overall sales. It has shown 20%-25% growth this Dhanteras compared to last year,” Suvankar Sen, MD and CEO of Senco Gold Ltd, told TOI.
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