Sales of jewellery for men are doubling

Siem Woldu Araya

Young men are experimenting with jewellery like never before. Fashion expert thinks people have started to open their eyes to what jewellery can add to a style.

Christoffer Espinoza Garrido

Siem Woldu Araya calls himself a “jeweller”. He is one of many men who in recent years have embraced the trend of jewellery and rings.

– The world is changing, and then men must also change, says Siem Woldu Araya.

He picks up several rings from his pocket and puts them on. He thinks it's both nice and cool.

Araya is not alone. For something has happened when it comes to men's relationship to jewellery. In a few years, a trend has emerged.

Christoffer Espinoza Garrido has taken the trip to a goldsmith in Kristiansand. There he stands and looks carefully at the products that are displayed. – It is in a way my little “guilty pleasure”, he says.

Now he is looking for new gold earrings.

For him, rings and jewellery have become a way of expressing himself. A way to stand out in the crowd.

INTERNATIONAL STYLE ICONS

– I think a lot of people are starting to open their eyes to what accessories such as jewellery can do with an outfit, and perhaps not least a style, says Elise Alexandra Gulbrandsen.

She is a fashion expert and VG journalist, and has noticed that jewellery and rings have become part of the everyday look of more and more men.

Gulbrandsen believes that many people have gained a sense of the personal touch that jewellery gives.

She also believes that international style icons have helped to give the man in the street a new perspective on jewelery as an accessory.

– Trendsetters like Harry Styles have helped to show that jewelry for men is no longer reserved for cufflinks and tie pins.

That the interest in jewellery has increased considerably is also noticeable in the country's largest goldsmith chains.

During the last three years, sales of jewellery and rings for men have doubled in our stores and online shopping, says marketing manager Vibeke Holann in Bjørklund to NRK.

The chain Mestergull confirms the progress.

– The boys clearly have a greater interest in decorating themselves than before, and we see that the jewelry is to a greater extent part of the everyday outfit, says product manager Nina Wassum.

The interest is greatest among young men.

– The standard ring size for boys is actually smaller now, because the young boys are a large customer group, she adds. – Influencers are changing the world – Embret Henock Haldammen believes that American rappers and celebrities have helped to make jewellery popular among men.

When he started wearing jewellery in sixth grade in elementary school, rapper Snoop Dogg was the big inspiration.

The 23-year-old from Kristiansand wears jewelery every single day.

– I hate to go out without jewellery. It often happens that I just turn around, he says.

Haldammen says that most people in his circle of friends use jewellery, rings and watches to spice up the style.

He used to hear negative comments because of his jewellery, he now gets positive feedback and questions about where he bought them.

– It is something that is becoming more and more widespread and socially accepted.

HOT OR NOT?

But what do ladies think, then, that men have embraced the jewellery trend?

– It does something with the style. Looks a little extra, says Benedicte Greig. – I think it's very nice. But not everyone fits in, says Tomine Hananger. The two girlfriends are in no doubt – men should use jewellery.

THIS FASHION HAS COME TO STAY

Back at the goldsmith in Kristiansand, Christoffer Espinoza Garrido is still looking for earrings. In addition, he has found himself some rings that he is tempting to buy.

At home, Garrido has at least 20 rings lying around. He estimates that he has spent well over 20,000 kroner on the jewellery range.

But there is always room for more:

He prefers to go with several rings at a time, and he likes to stack some of them on top of each other.

Garrido also believes that jewellery and rings as accessories for men are only becoming more and more acceptable.

STILL, HE THINKS THE STYLE CAN STILL BE MORE UNFAMILIAR TO THE OLDER GUARD.

He himself experienced this once he came home with a pearl necklace around his neck.

– Mom and they are not very used to it, but I think it is very nice. I have friends who also use it, so it becomes a little more accepted among us, he says with a smile.

Fashion expert Elise Alexandra Gulbrandsen believes the trend has come to stay.

Embret Henock Haldammen

– I think we are ready to dress up a little after two years of pandemic, and that we will be there for quite some time, she says, and adds: – And I think that jewellery will be a natural part of how we will decorate ourselves in the time to come.

Have you noticed that the fashion for men has changed? ■