Jewellery for men
Now that the jewellery companies have already targeted and captured the women of the world, I saw an ad recently marketing a platinum bracelet for men. The companies are now targeting the men for selling more jewellery too. Of course, they will. That is the immediate doubling of market volume. They just want to sell more jewellery that is priced high employing artificial scarcity.
Decades ago, the companies tied the ring with marriage and made them inseparable. Now, we find the effects of it where every wedding has to have a ring. In Indian weddings, there is also the addition of necklaces and bangles and anklets and rings. Women wore more than men of course. But men too are expected to wear a ring and a necklace at least.
Now, depending on the success of the marketing strategies of the companies, men too will be expected to wear more and more jewellery that will be curiously expensive. How will they do that cultural change? Notice their ads. They will always stick the power and status with the jewellery for men. I think that they have tried it before with gold but it did not work out for the men’s market. So now they are going with platinum and marketing as even more expensive than gold and even better in whatever way. “Wear it and you will be powerful and everyone will look at you with awe and you will win the world” will go their messages.
I cannot predict for sure whether this will work or not. It may fail like with the gold jewellery. But it may succeed too and we may find men wearing more and more platinum to showcase status and women with gold and eventually platinum as well.
