Upsurge in men’s jewellery

Press, 17 March 1982, Page 23

Upsurge in men’s jewellery

Men s jewellery is a virtually untapped market and one that Mr Bruce Hood believes holds plenty of promise. “Men want to wear jewellery," Mr Hood says. He says a recent survey by the National Research Bureau has confirmed his viewpoint. But it also brought to light that men were reluctant to go into

jewellery shops and buy for themselves. "I think that in the past jewellers had been a bit staid in displaying and marketing men’s jewellery," Mr Hood says. Men are wearing all forms of jewellery - pendants, chains, dress rings and bracelets, Mr Hood says. This trend has crept in over the last five years and

men are no longer self-con-scious about wearing jewellery, he believes. As a result of this change in attitudes, Mr Hood has included one showcase of men’s jewellery in the Northlands shop. Association One of the main aims of the New Zealand Jewellers Association this year is to up-grade the standard of dis-

plays, particularly in men’s jewellery. Mr Hood, who is chairman of the Canterbury Jewellers Association, says that the promotion campaign will also place greater emphasis on staff training.

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