Dive
New digital platform Mr. MD taps into the growing demand for men’s jewellery
Mohammed Dilshad, Director of City Gold & Diamonds and CEO & Founder of Kevabox, has launched Mr. MD—a digital platform catering exclusively to men’s accessories. Just 10 days in, the platform is already gaining attention for its unique offerings and accessible pricing
Bengaluru: Mr. MD, a digital platform dedicated exclusively to men’s jewellery, made an impressive debut in the market 10 days ago. Founded by Mohammed Dilshad, the platform arrives at a time when men’s accessories—rings, chains, and bracelets—are rapidly becoming staples in men’s fashion.
Dilshad’s vision for Mr. MD stemmed from his recognition of a growing market for men’s jewellery, which was once considered a niche category. “Men’s accessories were seldom worn in the past, but today, the demand is growing exponentially. Rings, chains, and bracelets are becoming everyday essentials,” he says. Dilshad himself reflects this shift, noting that he now wears multiple pieces of jewellery, including rings and bracelets, a far cry from the single watch he once wore. This change in personal style signals a broader cultural shift, where men are embracing jewellery as a form of self-expression.
One of Dilshad’s key motivations for launching Mr. MD was observing the rising interest among women in buying jewellery for their husbands, particularly during special occasions. “In cities like Bengaluru, I saw an increasing number of women looking for gifts for their husbands, especially around anniversaries or birthdays,” he shares. This indicates a growing acceptance of men’s jewellery, as more consumers recognise and celebrate milestones that were once less acknowledged. Social media, too, has played a pivotal role in this cultural shift, inspiring men to share their style and consider jewellery as a meaningful gift for loved ones.
Mr. MD has made a strong impact in its first 10 days, processing over 20 orders. The platform offers a curated collection of Italian silver rings, chains, and bracelets, with prices ranging from Rs. 500 to Rs. 20,000. While silver is the focus for now, Dilshad has plans to expand into gold and platinum jewellery as the brand scales. “For now, we are keeping things affordable with silver pieces, but as we grow, we will introduce high-end options in gold and platinum,” he reveals.
The platform’s marketing strategy leans heavily on digital channels such as Instagram and Facebook, with Dilshad employing sponsored ads and influencer collaborations to extend the brand’s reach. Targeting men aged 18 to 50, Mr. MD’s appeal has already spread beyond this demographic, with women also expressing interest in purchasing for their partners. A recent high tea event during Dhanteras, which introduced Mr. MD’s jewellery to corporate women from HSBC and TCS, further expanded the brand’s visibility. “When the women saw the men’s jewellery, they were enthusiastic and immediately inquired about gifting options for their husbands,” Dilshad recalls. This organic, word-of-mouth buzz has contributed significantly to the brand’s early success.
Looking ahead, Dilshad is confident in the potential for growth. “There is a huge untapped market for men’s jewellery, both in India and internationally. The opportunities are immense,” he says. Future plans for Mr. MD include branching out into men’s apparel, such as shirts and office wear, as well as broadening its jewellery range to include luxury pieces. With a robust digital presence and a rapidly growing customer base, Mr. MD is well-positioned to become a dominant player in the global men’s fashion and accessories market.
Written by Achal Chaubey
Retail Jeweller India Exclusive
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