"Sym" ring by Nick Blum in sterling silver with diamonds; suggested retail price is approximately $500.

By Mary Wisniewski

New York–Men`s jewelry, long relegated to a distant showcase and a small part of the average jeweler`s inventory, is finally getting not only respect but retail real estate.

David Yurman, Chris Aire, Tiffany and Co., Gordon`s Jewelers, John Hardy, Nick Blum and King Jewelers are among the many names that have sensed a developing niche and have started designing and selling men`s luxury jewelry with greater fervor lately.

Designers and retailers are pushing the concept that jewelry makes a guy, a guy; and these days, a man doesn`t have to channel Mr. T or RuPaul to wear it well. It doesn`t hurt that current A-list actors such as Colin Farrell and Brad Pitt are wearing jewelry, either.

Amanda Gizzi, associate director for public relations at the Jewelry Information Center, says men seek luxury items such as jewelry simply as a way to look good.

"Men are more fashion-savvy and aren`t afraid to express personality through accessories," Gizzi says.

She says she is surprised more designers aren`t catering to the niche and adds that jewelry needs to be redefined to shed its feminine connotation.

"The biggest challenge for jewelers is to make [the word] `jewelry` seem non-feminine," Gizzi says.

Men`s jewelry designs tend to utilize alternative metals such as stainless steel or tungsten with the possible addition of diamond accents, Gizzi says, adding that she sees pendant necklaces and thicker bracelets selling briskly too.

In addition, the bridal jewelry category continues to gain great options that allow men to show an extension of their personality through wedding band choices, she says.

Allan Steinmetz, founder and chief executive officer of Inward Strategic Consulting, a management and consulting firm, says all luxury products are currently selling well, a trend he attributes to the times. In a stressful society filled with many choices, people reward themselves with purchases such as men`s jewelry, he says. Steinmetz also says the acceleration of luxury-goods purchases came about as a result of consumers emulating pop icons.

Finding the fashionista within King Jewelers in Aventura, Fla., one of the jewelry stores catering to the fashion-savvy man, just opened a new "Luxury Men`s Salon." King`s Chief Financial Officer Jonathan King says the salon has been doing well, and in addition to typical male accessories such as watches and cuff links, bracelets and necklaces are selling well too. King credits this to fashion.

"I think that men overall have gotten more fashion-conscious and are always trying to better themselves," King says.

King, who always wears a watch and sometimes a necklace and bracelet too, sees men from all walks of life buying jewelry.

King Jewelers is not the only retailer capitalizing on men`s newfound fetish for jewelry. Gordon`s Jewelers, a division of Zale Corp., introduced "Urban Style: Jewelry for the Modern Man," a collection that includes stainless steel bracelets, gold railroad-link necklaces and titanium dog tags. Trendy new designs by Simmons Jewelry Co., a jewelry company co-owned by hip-hop mogul Russell Simmons, are also featured online at Gordonjewelers.com .

David Sternblitz, vice president and treasurer of Zale Corp., says he sees men`s bracelets and necklaces selling best along with the Simmons Jewelry designs.

"You always thought of men`s jewelry as cuff links and watches, and now you see it involved into the mainstream," he says. "It is a form of expression."

Sternblitz credits this to celebrity culture, in part.

"You see more male icons wearing jewelry, which raises interest," he says. "It inspired this line of jewelry; [we wanted] to capitalize on the trend."

"Tiffany Lucida" diamond pendant, diamond ring and diamond cuff links are all in white gold and retail for $1,850, $1,500 and $2,750, respectively, at Tiffany and Co. stores.

Detra Segar, general manager of Tiffany and Co.`s New York flagship store, says men`s jewelry is not a passing trend. To meet the demand, the store offers collections for men in 18-karat gold, sterling silver, and now, titanium. Segar says wedding bands remain the category`s top-selling item, and women are helping spur more men`s jewelry sales.

"Many women encourage the men in their lives to wear jewelry as it is a form of personal expression, which women have long enjoyed, and why not men?" she says.

Segar adds that at Tiffany, self-purchasing men are encouraged to buy for their significant other too.

Pam Danziger, president of Unity Marketing and author of Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience, says men have always been big purchasers of jewelry, but they have primarily bought for women.

"Now, they are starting to think about jewelry for themselves," Danziger says.

Men`s jewelry is still a small part of the jewelry market, but it has increased over past years, helped along by the fact that men are accustomed to going into jewelry stores and, therefore, do not feel so intimidated, Danziger says. She also says the prevalence of casual dress at work–and the counter-trend of executives dressing up to set themselves apart–is another factor.

"Now, [executives can] really stand out in a sea of blue jeans and khakis," Danziger says. "A nice piece of jewelry like a ring is no longer perceived as gaudy."

Jewelry designer Nick Blum created BlumLux, a modern men`s line that he characterizes as being ideal for the "urban elite." Hearing other men say they wanted jewelry and didn`t want it to be the same old thing was the inspiration for the line. And BlumLux encourages men to buy jewelry for themselves.

"It`s a new age," Blum says. "Men are feeling more comfortable in their skin and want to express their style."