Beyond the hype: How men are redefining jewellery for themselves

More men are reaching for the jewellery box as a means of expression—but in their own distinct, masculine style.

Shot on location at the Terrace Suite, Artyzen Singapore.

We’ve all seen the headlines and the countless op-eds about how men are using jewellery to express style and individuality. 

At Boulevard, it got us wondering: Sure, Timothée Chalamet, Lewis Hamilton and the likes work with stylists and have the onus to push the boundaries of fashion, but has this trend really trickled down to real men? 

In true journalistic fashion, I decided to ask this question to my Instagram followers: “Men, do you wear jewellery, and if so, what kind of jewellery do you wear?” The responses came in slowly from the real, non-celebrity men in my life, ranging from “I don’t wear jewellery” to “Yes, we wear lapel pins, brooches, bracelets and Oura rings”. 

While it’s certainly not a conclusive data set, it’s reflective of the shift we’re seeing today. In fact, a 2024 report by fashion website Lyst revealed that searches for men’s rings had increased by 24% in the preceding six months, while men’s bracelets saw a 56% spike year-over-year. 

Schlumberger Koi Fish Brooch set with purple, blue and pink sapphires, by Tiffany & Co. Top: Tattoo high jewellery ‘Beauty of Life’ ring set with diamonds and a blue sapphire in green gold, by Simone Fine Jewels.

This is corroborated by Anabela Chan, the London-based jeweller behind her eponymous brand, who concurs that she’s seen an increase in male clients, as well as the partners of female clients who are now shopping for themselves. Previously, the demographic skewed towards men in creative fields, but this has shifted dramatically: now, she’s seeing men of all stripes, from “Formula 1 drivers to CEOs, investment bankers to entrepreneurs and beyond”. 

Simone Ng, CEO and founder of Simone Jewels, agrees, stating, “Traditionally, men have worn jewellery, particularly pendants, for their cultural or personal significance, often linked to religion or given as meaningful gifts. Today, jewellery has become a broader form of self-expression. More men are embracing style as a way to assert their individuality, using pieces like rings, chains and earrings to reflect their personality.” 

Brands are shifting their attitudes as well. Take the Hardwear collection by Tiffany & Co, launched in 2017. With its bold, chain-like design and unisex aesthetics, it instantly appealed to both genders, and marked a distinctive shift in the way that the brand approached new collections—with more gender-neutral language and visuals featuring both men and women. It’s had a ripple effect with other brands as well: the Van Cleef & Arpels Alhambra has become the “it” accessory for men. Meanwhile, Bulgari launched the deceptively simple Tubogas collection in 2025. It has not been revealed explicitly in the press materials, but the versatility of the design—from gender-defying bracelets to elaborate chokers—subtly convey that this is not a collection that can be defined by masculine or feminine codes. 

Left: Bracelet and necklace set with diamonds, by Chopard. Right: High jewellery brooch (also wearable as a watch) set with sapphires and diamonds, by Harry Winston.

This is not a new trend, per se—countless portraits of French kings and Indian maharajahs dripping in bling from the 15th to 19th centuries reveal that men were just as enamoured of jewels as were women. In fact, in an interview with Condé Nast Traveller, Indian designer Sabyasachi Mukherjee, who recently opened a flagship in New York, reveals that he now creates bespoke jewellery for grooms, stating, “Our grandfathers wore silk and scent, enamel, and embroidery, not because they lacked masculinity, but because they had confidence and nothing to prove. I want grooms to know that adornment is not the opposite of strength, it is the evidence of it.” 

The notion that jewellery is feminine or for women is slowly eroding, but the lines aren’t blurring the way we think they are. There is still a distinction between how men and women choose, wear, and style jewellery. 

For one thing, men typically eschew ultra-feminine, dainty styles, and tend to opt for jewellery with a “dark, sexy, masculine vibe,” says Ng. They are drawn to materials like aluminium and black rhodium. While Ng is seeing more men opting for rings, chains and earrings, Chan’s customers tend to prefer lapel brooches and signet rings. 

Ring set with a sapphire and diamonds, by Cartier.

Some men, too, are experimenting with colour more than ever. Similar to the popularity of rainbow watches (timepieces that feature gradient-coloured gemstones on the bezel and sometimes the dial), Chan is seeing “growing interest beyond the monochromatic diamond creations to more colourful choices, from sapphires to emeralds and pearls”. 

It stems, too, from a growing desire to celebrate their  individuality. Says Ng, “Male customers’ tastes and preferences have evolved significantly, but it really depends on the individual’s personality. 

While some men prefer classic, timeless pieces, others are more adventurous and open to experimenting with bold and unconventional styles. Overall, there’s a greater acceptance of jewellery as a form of personal expression than in the past.” 

Chan concurs, “I think style has become more adventurous and exciting; it is about self-expression and not being confined to the more traditional ‘masculine’ aesthetics.” 

And for men who are looking to imbue some bling into their wardrobe, Ng has this advice: “I’d suggest that men begin by exploring what resonates with them personally, rather than following trends. It helps to start with versatile, timeless pieces that complement their everyday look. Experimenting gradually allows them to find jewellery that feels natural and meaningful, making the experience enjoyable rather than overwhelming.” 

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