There is a moment in every great market shift when the numbers stop being interesting and start being impossible to ignore.
For men’s jewellery, that moment is right now.
And for the Canadian jewellery industry — for every retailer who has been watching this category quietly grow on their floor, for every brand that took the risk of investing in it before the mainstream caught up — that moment is long overdue for a proper celebration.
That is exactly what we did this past Sunday night at the Award of Excellence Gala. For the first time in the history of this event, we gave men’s jewellery its own category. Its own spotlight. Its own moment on the most prestigious stage in Canadian jewellery. And the reaction in that room told me everything I needed to know: this industry has been waiting for exactly this.
The Numbers That Tell the Story
Let us start with the data, because the data is remarkable.
The global men’s jewellery market was valued at forty-eight point five six billion dollars in 2024, growing at a compound annual growth rate of nine point nine percent through to 2034. By 2034, that market is projected to reach one hundred and twenty-four billion dollars. In the United States alone, the men’s jewellery market is projected to grow from five point four five billion dollars in 2024 to ten point seven five billion dollars by 2032 — a growth rate of eight point four percent annually, more than double the rate of the overall jewellery market.
Men’s jewellery is growing at eight point four percent annually versus four point one percent for overall jewellery. Read that again. The category that was once an afterthought — a corner of the showcase, a few rings and a chain gathering dust — is now growing at twice the speed of the broader market it lives within.
According to a survey of over one thousand men in the United States, seventy-eight percent believe that men’s jewellery is becoming increasingly mainstream. The eighteen to thirty years age segment alone is projected to register a compound annual growth rate of nine point three percent during the forecast period, as shifting fashion norms and a focus on individuality drive the adoption of jewellery as a major accessory for self-expression.
North America accounts for fifty-eight point one five percent of the global men’s jewellery market revenue — making this not merely a global story, but a North American one. A Canadian one. One that is happening right now, in the stores of the retailers who had the foresight to make space for it.
How We Got Here
Men’s jewellery did not arrive overnight. This has been a slow, steady, and entirely inevitable cultural shift — and the numbers prove it has been building consistently for years.
For the longest time, the conversation around men and jewellery in the fine jewellery industry was limited. A wedding band. A watch. Perhaps a signet ring for someone with strong opinions about heritage. The idea of a man building a jewellery wardrobe — layering chains, wearing statement rings, choosing a bracelet with the same intentionality that a woman might choose a necklace — was treated as the exception rather than the rule.
Then something changed. Actually, several things changed simultaneously and reinforced each other in ways that created one of the most significant category shifts this industry has seen in a generation.
Hip hop culture normalized bold jewellery for men and made it aspirational across demographics. Social media gave every man a platform on which his personal style — including his jewellery — was visible, shareable, and influential. A new generation of male consumers arrived who had grown up watching their favourite artists, athletes, and cultural figures wear fine jewellery without apology, without irony, and without any sense that it required explanation. And the luxury houses noticed. In January 2024, Louis Vuitton launched a new fine jewellery line largely aimed at a previously underrepresented male demographic with enormous commercial potential. When Louis Vuitton moves, the market pays attention.
The result is a category that has delivered consistent year-over-year growth for the better part of a decade — and that is now accelerating.
What the Smartest Retailers Already Know
Here is the signal that matters most to every jewellery retailer reading this: the stores that made a deliberate, committed investment in men’s jewellery — that gave it real showcase space, trained their staff to sell it with genuine knowledge and confidence, and treated male clients with the same depth of service they extended to every other customer — those stores are reporting some of the strongest performance numbers in their entire business.
This is not about adding a few pieces to an existing case and hoping for the best. It is about recognizing that a new client has arrived in your store — or is about to. A client who is younger, who is fashion-conscious, who makes decisions quickly when he finds something that speaks to him, and who becomes extraordinarily loyal when a retailer earns his trust. He is not looking for the same experience his father had. He is looking for a jeweller who understands him, who takes his taste seriously, and who has the product to match.
The brands and designers we celebrated in the Best Men’s Jewellery category at the Award of Excellence Gala are the ones who understood that client first. The ones who built for him before the mainstream caught up. The ones who treated men’s jewellery not as a side category to be accommodated, but as a full and worthy discipline deserving the same craft, the same creativity, and the same commitment as any other category in fine jewellery.
This Year’s Finalists
This year’s four finalists each represent a distinct vision of what men’s jewellery can be — and together, they represent the full range and extraordinary depth of this category in Canada.
Rudi Peet of Rudi Peet Goldsmith Inc — a master goldsmith whose handcrafted men’s pieces carry the kind of artisanal integrity and timeless quality that mass production simply cannot replicate. Every piece he makes tells a story of skill, patience, and an uncompromising love for the craft.
Ethos Steel by PAJ Canada Inc — a brand that understood early that contemporary men wanted jewellery built for their actual life. Bold, durable, designed with a masculine aesthetic that does not apologize for itself and does not compromise on quality.
Brosway Italia — bringing the full weight of Italian jewellery craftsmanship to the men’s category, with a design language that balances sophistication with wearability and speaks to a man who understands the difference between something well-made and something merely expensive.
And Mejuri Men’s Jewelry — a brand that has done as much as any other to bring an entirely new generation of male jewellery clients into the fine jewellery conversation, combining fashion-forward design with direct-to-consumer accessibility and a brand voice that resonates powerfully with the modern male buyer.
Four finalists. Four completely distinct approaches to the same essential truth: the modern man deserves jewellery that is worthy of him. And he is ready to buy it.
Why This Award Matters Beyond the Trophy
I want to be direct about something. The Best Men’s Jewellery category at the Award of Excellence is not simply a recognition of four great brands. It is a signal to this entire industry.
It is a signal that men’s jewellery is no longer optional. It is no longer a nice-to-have for the progressive retailer or a niche category for the specialist. It is a mainstream growth engine — backed by consistent data, driven by genuine cultural momentum, and populated by a client base that is growing in both size and spending power with every passing year.
Every retailer who does not have a meaningful men’s jewellery offering on their floor right now is leaving revenue on the table. Not potential revenue. Real, current, walking-through-the-door-today revenue. The client is there. The demand is there. The market growth is there. What is needed is the commitment to meet it properly.
The brands we honoured on Sunday night are the ones who made that commitment. They built something worthy of the moment — and the moment has rewarded them for it.
The Winner Will Be Revealed in the Next Issue
The 2026 Best Men’s Jewellery winner has been chosen. And the story behind that win — the vision, the craft, the consistency of growth, and the depth of commitment to a category that is reshaping this industry — will be told in full in the next issue of Canadian Jeweller Magazine.
This is the feature that every retailer in this country who has been watching the men’s jewellery category grow needs to read. Not because it tells them something they do not already suspect — but because it gives them the data, the context, the inspiration, and the validation to go all in on a category that is no longer asking for permission.
Subscribe to the Print Edition
The complete Best Men’s Jewellery feature — including the winner reveal, the full profiles of all four finalists, the market data, and every Award of Excellence winner across all twelve categories — is published in the next issue of Canadian Jeweller Magazine.
This is the issue to hold, to share with your team, and to keep on your desk as a document of where this industry stands and exactly where it is heading.
Subscribe to the print edition of Canadian Jeweller Magazine today.
Subscribe at canadianjeweller.com
Because the growth story of men’s jewellery deserves to be told in print.
Olivier Felicio is the CEO and Publisher of Canadian Jeweller Magazine and Time & Shine Jewellery Trade Show, Canada’s leading jewellery trade show and awards platform.
