to a female audience are now launching male-focused lines, and kicking off a bigger focus on unisex design. Eve’s Adam Founded in 2018, Sydney-based Arms of Eve has largely focused on making locally designed and ethically sourced jewellery for women, but recently it added a men’s range to its offering, which is available across Australia and the United States.  While in keeping with the brand’s core focus, the men’s range is tailored to a different consumer, co-founder Kerryn Langer told Inside Retail. “It’s no fuss. Men don’t want any extra detail or hanging accessories – it’s much more driven by comfort and ease,” Langer said.  “In saying that, the younger [male] consumer is a bit more bold and adventurous.” Most of Arms of Eve’s male customers are between 20 and 40 years of age, the core demographic that is pushing back against traditional notions of masculinity. Within that, there are subtle differences: customers in their 20s want more bold and expressive pieces, whereas customers in their 30s and 40s are looking for something more ‘antique’ looking. Part of the range’s success, Langer said, is due to its high-quality, but affordable, products. “We use natural gemstones, and it’s all stainless steel. They’re made to be comfortable to wear everyday using natural materials,” Langer said.  Additionally, Arms of Eve operates its own direct-to-consumer e-commerce website, which lowers the barrier to entry.  For better or worse, jewellery stores are still seen as traditionally female spaces, and many men feel more comfortable browsing rings and necklaces from the privacy of their own homes, Langer said. Plus, since most men are being exposed to jewellery on social media, mobile shopping just makes sense. Australian fine fashion jewellery brand Sarah & Sebastian launched its own men’s range last month, offering chain-link bracelets and necklaces, as well as gold and silver rings and earrings.  Co-founder Robert Sebastian Grynkofki told the Australian Financial Review that the brand’s research showed that it needed to take a different approach to product design for men.  “When designing women’s jewellery, you can be bold and forward and celebrated for pushing boundaries,” he said.  “Do that for men and people start getting uncomfortable. But seeing more musicians, actors and professional athletes expressing themselves through jewellery, other men are starting to feel confident to do the same.” A global phenomenon According to Langer, the Australian market is still a bit behind the US and Europe when it comes to the growth of men’s jewellery, but she believes this will change over time.  Arms of Eve already has plans to expand its men’s range into summer with more colourful pieces, with the aim of bringing in more younger customers, as well as more ‘stacking’ jewellery. Langer said the brand will help men to visualise how different pieces can work together to achieve a look.  Plus, the brand is looking to expand beyond jewellery into more accessories spaces such as sunglasses and hats, as well as resort wear.  “It’s really exciting to see men expressing themselves in whatever way feels comfortable,” Langer said.