Redefining Men’s Jewellery
By Ankit Gala, Managing Director, Antara Jewellery
Building a men’s category isn’t about a one-time campaign—it’s a long-term play. At Antara, this journey has been five years in the making, with steady 25–30% year-on-year growth over the last three years.
The conviction came from a larger movement: men today are more aware of personal style, more confident in their individuality, and more open to self-expression. The real question for us wasn’t “Will men buy jewellery?”
but “Are we speaking to them in a way that feels natural and relevant?”
Modern. Masculine. Magnetic.
Our men’s jewellery line was built as a standalone category, not an extension of women’s jewellery. Designed for the modern man, the pieces are minimal, strong, and versatile, moving seamlessly from work to weekend. Chains and bracelets have been bestsellers, especially with matte textures, solid finishes, and motifs like the tiger and elephant—symbols of strength and courage.
The Men’s Collective Experience
Jewellery stores are usually designed for women, which can make male shoppers hesitate. To change that, we created a dedicated in-store counter, The Men’s Collective.
From visuals to the language our team uses—“statement pieces,” “signature style,” “modern classics”—the experience is tailored to men. The response has been strong, not just from men but also from women buying for partners, brothers, and husbands.
Beyond Products: Building Loyalty
For men, jewellery is less about tradition and more about identity. That’s why we also focus on personalisation—customisation by in-house artisans, loyalty programs, and WhatsApp engagement. Men may not buy as often as women, but they return when the brand feels relevant to them!
