Is men’s jewellery the hottest new luxury trend? Harry Styles, Cristiano Ronaldo and more Hollywood, C-pop and sports celebrities are donning gender-bending Gucci and Cartier jewels

May 25 , 2021

Trevor Noah sported a Tiffany & Co. diamond brooch at the Grammys while Schitt’s Creek star Dan Levy recently flashed a Cartier diamond and sapphire piece

Messika has plans for a gender-fluid bracelet, Louis Vuitton and Dolce & Gabbana released men’s jewellery pieces and Marc Jacobs says he’s a fan of pearls

“Diamonds are a girl’s best friend,” Marilyn Monroe once sang. But current trends suggest that they are not limited to women any more, and the jewellery world is waking up to a huge untapped opportunity.

Blame it on the performers on the red carpet, who have worn diamond-encrusted watches and sparkling jewellery during awards seasons. Trevor Noah, the South African host of this year’s Grammy Awards, wore a Tiffany & Co. diamond brooch with a custom Gucci tuxedo. At the SAG awards, Dan Levy of Schitt’s Creek pinned a vintage Cartier diamond and sapphire brooch to his white tuxedo, while Daniel Kaluuya, with some wit, received his SAG gong in PJs and a C de Cartier diamond necklace.

Chinese actor Fu Xinbao favours Messika’s Move diamond necklaces while De Beers’ brand ambassador, singer-songwriter Kun (Cai Xukun), released a portrait of himself wearing delicate Dewdrop diamond rings from Move. This image resonated with Kun’s fans – it received 150 million views on Weibo in just one day, according to Jing Daily.

Cartier’s Juste un Clou bracelet. Photo: Cartier

Rappers are some of the jewellery world’s biggest clients, draped in gold chains, rings, diamond-encrusted watches, medallions and pearl necklaces.

Last July, Boucheron put high jewellery on a male model and the result was powerful. In January creative director Claire Choisne introduced an art deco-inspired high jewellery line featuring a male and female model wearing the same pieces.

Cartier released a campaign featuring a range of their art deco and Panthère pins worn by epicene models in their lapels. David Kellie, CEO of the Natural Diamond Council, says: “Campaigns like this are increasingly inclusive and play a central role in breaking global stereotypes. We see diamond jewellery brands presenting their designs on both men and women … This is something we fully embrace and encourage.”

The Juste un Clou bracelet adorned the wrists of some male celebrities during awards season and, along with the Cartier Love bracelet, forms the basis of wrist stacks. “I’ve seen male customers wearing an accumulation of bracelets,” says Valerie Messika, who launched Messika’s titanium and diamond Move collection for men in 2016.