Jewellery finds a new audience in British men. Here's what they are buying & why

Jewellery may be seen by many as something men buy for others. But new research using YouGov Surveys: Self-serve shows that some men are shopping for themselves, especially younger ones.

We asked 1,000 British men if they had bought jewellery (like chains, earrings or bracelets) for themselves in the past 12 months. Overall, 17% said yes. That figure rises to 24% among Gen Z, and falls to 14% among Baby Boomers. Gen X and Millennials are both at 17%.

So, what are men buying?

Among those who purchased jewellery, necklaces or chains (33%) and watches (32%) were the most common items. Bracelets (24%), fashion rings (22%), and earrings (21%) also featured. Fewer picked up cufflinks (15%) or anklets (5%).

Spending was varied. Nearly a quarter (23%) spent £30 or less over the past year. But 9% said they spent more than £1,000, and 11% reported spending between £151 and £300.

How men shop for jewellery also shows a mix of habits. Some 47% said they buy mostly or entirely online. 35% said they usually buy in person, while 15% said their purchases were evenly split.

When it comes to where they shop, independent or local jewellers were the most popular (39%), followed by marketplaces like Amazon or eBay (30%), and high street jewellers (27%). Fewer shopped via brand websites (18%) or department stores (11%).

And what influences their decisions? Price and discounts were the top factor, cited by 39% of buyers. Other drivers included brand reputation (20%), product reviews (17%), and in-store promotions (15%). Influencers (8%) and celebrities (1%) barely registered.

Interestingly, while 47% of respondents said they mostly buy online, online ads were far lower down the list in terms of influence. Price and discount clearly trump digital advertising when it comes to driving purchase decisions.

This data suggests that while men’s self-purchase of jewellery is still a minority habit, it’s becoming more common — particularly among younger consumers. For marketers and retailers: there’s an audience here. And they’re shopping on their own terms.

Methodology: YouGov polled 1,0000 British men aged 18 and above online on May 28, 2025. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, education level, region, and social grade. The margin of error is 3% for the overall sample.