Attract more men

They say all men are created equal, but they certainly don't have the same jewellery preferences and buying patterns. Jeff Salton spoke with a group of jewellers that has increased its men's category.

Not that long ago, catering to the demand for men’s jewellery was fairly straightforward – a box of wedding bands and a smattering of business watches was sufficient. Anything else could be considered overkill, because men bought one of each and that...

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