Men’s Jewellery Ads: The new creative playground for brands

For decades, jewellery advertising in India has been dominated by brides, bangles, and bridal sets. The codes were clear: aspiration, timelessness, tradition. But the market is catching up aandthey are fast. Globally, the men’s jewellery market is valued at $48.5 billion in 2024, projected to surge to $75.9 billion by 2034, driven by evolving cultural norms, celebrity influence, and growing acceptance of jewellery as self-expression. In India and the broader Asia-Pacific region, the growth story is even more compelling, fueled by urban consumers with disposable income and fashion consciousness.

With opportunity comes creativity and men’s jewellery is quickly becoming one of the most dynamic new playgrounds for advertising. Brands are not just selling rings and chains; they are rewriting the rules of masculinity, inventing new visual languages, and redefining aspirational storytelling.

One of the biggest challenges in men’s jewellery is navigating the delicate balance between aspiration and identity. Many campaigns fall into one of two traps: drowning jewellery in macho clichés or feminising it to the point that men no longer see themselves in it.

“The problem with most men’s ads is they either drown jewellery in macho clichés or feminise it until men do not see themselves in it. Both miss the point,” says Kanishka Garg, Co-Founder, Salty. At Salty Alpha, the approach is to drag masculinity into the light and rewrite it. “Our job is not to tell men who they should be. It is to show them they already carry layers that are sharp, soft, loud, quiet, and jewellery simply amplifies that mix. So instead of ‘this makes you manlier,’ we say, ‘this makes you unapologetically you.’”

Here, masculinity is fluid, layered, and self-defined. Advertising no longer enforces old rules; it becomes a mirror for men to see themselves in richer, more nuanced ways.

Unlike women’s jewellery, which relies on decades of established visual and narrative codes, timelessness, aspiration, delicate elegance; the male category is relatively uncharted. Brands are seizing this blank canvas to develop entirely new creative languages.

Salty Alpha, for instance, draws cues from hip hop culture, streetwear, skater aesthetics, and even Y2K fashion, remixing them into visuals that feel both fresh and familiar. Campaigns eschew glossy perfection in favor of grit, attitude, and lived-in narratives. Garg explains: “The campaign architecture splits like a mixtape: side A eases you in, side B blows the speakers.” This allows a spectrum of appeal, from conservative first-time buyers to fashion-forward enthusiasts without diluting the brand’s voice.

Tyaani Jewellery by Karan Johar approaches the visual language differently: cinematic, charismatic, and narrative-driven. “A ring, a chain, or a brooch isn’t a prop - it’s framed as power, personality, and self-expression,” says a brand spokesperson. Campaigns like Forces of Tyaani show jewellery not just as an accessory, but as an extension of identity, allowing men to explore subtlety or statement-making bravado.

The new code is clear: for men, jewellery must be part of a lifestyle and story, not a token object.

Some brands are pushing the envelope further by blending humour, cultural icons, and unexpected vulnerability. In the South Indian market, Vinsmera Jewels cast Mohanlal, a superstar synonymous with authority, in a role layered with softness and playful vulnerability. Directed by Prakash Varma, the ad begins like a routine jewellery shoot but takes a twist when a diamond set goes missing. Mohanlal is found serenely admiring himself in jewels, all without dialogue, only classical music.

The ad was hailed as refreshing and conversation-starting. By juxtaposing gravitas with grace, the campaign reframes masculinity and makes jewellery aspirational in a completely non-prescriptive way.

Men’s jewellery is no longer just about flash or statement. Campaigns are consciously designed to appeal across the spectrum. First-time buyers encounter subtle, restrained pieces, sleek rings or minimalist chains that ease them into experimentation. Meanwhile, fashion-forward buyers are drawn to bold, chaotic energy, daring designs, and culture-driven storytelling.

Garg of Salty Alpha puts it succinctly: “When someone purchases from us, they are not just buying a ring or a chain, they are buying room to experiment with who they are.” Sneha Iype, Executive Producer at Nirvana Films, adds, “An ad cannot claim to convert anyone or change any ideology. If you go back and think or feel or share, then it has done more than its job.”

The aspirational appeal, in this context, is not a curated lifestyle - it’s validation. It’s seeing a hero embrace different facets of self, including what society might consider feminine, and feeling that’s enough.

The creative shift aligns with strong market signals:

• Global growth: From $48.56 billion in 2024 to $75.9 billion in 2034 at a CAGR of 9.9%.
• Regional opportunities: Asia-Pacific, particularly India, is seeing rapid adoption among urban, style-conscious men.
• Product trends: Rings dominate, but platinum, titanium, and steel are gaining traction.
• Sales channels: While offline still rules, e-commerce and DTC brands are creating significant reach through social media-driven discovery.
• Cultural drivers: Celebrity influence, social media trends, evolving gender norms, and increased disposable income all fuel demand.

These market forces give brands not just permission but incentive to innovate boldly.

Men’s jewellery advertising is no longer a niche, it’s a frontier for cultural, visual, and narrative experimentation. From Salty Alpha’s grit and subcultural remixing to Tyaani’s cinematic storytelling, Mohanlal’s unexpected vulnerability, and Nirvana Films’ emphasis on conversation over conversion, the category is bursting with possibility.

The lesson for advertisers: jewellery is no longer a static product. It is identity, narrative, and performance. In a world where men’s jewellery is aspirational, expressive, and increasingly fluid, creativity is the ultimate currency and every ad is a chance to rewrite not just style, but perception.