Senco Gold & Diamonds wants more men to consider jewellery as a daily accessory. The jeweller says men’s jewellery is moving beyond weddings, gifting and traditional gold. Chains, bracelets and other accessories are increasingly becoming part of everyday styling, creating a broader consumption opportunity for the category.
The New Jewellery Competition
This also changes the competitive landscape. Joita Sen, Director and Head of Marketing & Design at Senco Gold & Diamonds, points out that consumers spending ₹20,000–25,000 can easily shift that budget towards a mobile phone, electronic gadget or watch.
For the brand, therefore, the competition is no longer limited to jewellery players.
Competing for the Consumer’s Share
Sen draws a parallel with Netflix, where even sleep can be considered competition for consumer time. The same principle applies to discretionary spending. Jewellery must compete for a consumer’s limited wallet, attention and occasions.
This makes category creation as important as brand differentiation. If men begin viewing jewellery as a regular expression of personal style, rather than an occasional purchase, the addressable market expands.
The Last Word
The next phase of men’s jewellery marketing may depend less on selling gold and more on making jewellery relevant to everyday choices.