Lisa Evans and Joseph Miceli increased the space they devote to men’s jewelry at Langman Gallery to display more rings, bracelets and cufflinks.

The next time a man enters your store and says he’s looking for a piece of jewelry, it just might be for himself. Men’s interest in rings, tuxedo studs, bracelets and cufflinks has been on the upswing over the past few years. “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 Pam Danziger, president of the Stevens, Pa.-based market research firm Unity Marketing, and author of several books about the luxury consumer market. Gallery owners are seeing an increase in the number of men, from their late teens into their 60s, who are comfortable trying on and purchasing jewelry for themselves.

In this economy, men are paying more attention to their appearance, according to Danziger. The reason is professionalism, pure and simple. “Men need to look the part to keep their job, get in line for a promotion or to find a new job,” she says.

Also good news for gallery owners is that the surge in men’s jewelry coincides with an overall trend toward specialty retailers who provide unique designs and individualized service, Danziger adds.

For more of “It’s A Man’s World,” pick up a copy of the Winter 2009 NICHE Magazine.