NDC’s Kristina Buckley Kayel On How Men Are Wearing Diamonds Today
By Victoria Gomelsky | November 08, 2021
"Web stats don’t lie. At least that’s how Kristina Buckley Kayel (pictured), managing director of the Natural Diamond Council’s North America division, is interpreting the number of visitors to the Diamonds for Him page on the NDC site, part of its fall “For Moments Like No Other” campaign featuring actress Ana de Armas.
“The traffic, the click-through rate, it’s been extraordinary how the men’s category has been received,” says Kayel. “We’ve created a lookbook page of men’s jewelry and after the Ana de Armas page, it’s the most clicked of the campaign. Men’s jewelry is not just a talked-about trend, it’s backed up with data.”
Below, Kayel talks to JCK about specific product trends resonating with men this season, the social and cultural factors that are fueling the surge in interest in diamonds for guys, and why gender-fluid marketing is the best way to target Gen Z.
What are some important diamond jewelry trends you’re seeing for men this season?
There’s such a range, with the casualization of work attire, but also a return to dressing up again. It almost feels like for a male celebrity walking on the red carpet, a tuxedo is not enough. You have to finish the look with a bracelet or a brooch near your collar.
For casual everyday wear, bracelets are not limited to women. The chain necklaces—that trend is still exploding. These diamond-encrusted heavy metal chains, more refined in style, and pairing that with a statement pendant. This is where you’re seeing a lot of motifs—a look back or a reemergence of ’90s nostalgia. You see the dog tag pendant, the cross—there’s an interesting array of styling when it comes to men’s necklaces.
Dog tag pendant in 18k gold with diamonds, Marvin Douglas
Stud earrings are also becoming a staple in a men’s arsenal of diamond jewelry. And piercings have exploded for men, so we’re seeing more men pairing a stud with a dangling hoop earring. And of course, the signet ring—that’s been a classic. We’re seeing it modernized and worn with multiple rings.
When and how did the current renaissance in men’s jewelry begin? Was there some sort of pivotal moment that triggered the surge in interest or was it more gradual?
It’s a confluence of subcultures that have come together. If you look at all corners of culture now, there are male tastemakers coming out in a strong, confident way. And the platforms where they can express their style, there are more options than ever before.
If you look at music, at the likes of Harry Styles or at hip-hop and streetwear—look at Pharrell. Major fashion houses have all been influenced by streetwear. That look is all about your sneakers and your accessories, and the center point of your accessories is the jewelry you’re wearing. And look at sports: Lewis Hamilton, the Formula 1 driver, doesn’t go out without his diamonds. And all the basketball and football stars off field go around with their jewelry statements. ... "
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