RECENT DATA SHOWS that couples are spending just 10% as much on his wedding ring as they do on hers. Even more telling: Fewer than one in three couples purchase both rings from the same store.
This isn’t because men don’t care. It’s because we’ve trained them not to.
Before you assume this doesn’t apply to your store, ask yourself:
- What is my average men’s band ticket?
- What percentage of couples buy his ring from us after buying hers?
- How many men’s rings are we selling to competitors’ engagement ring customers?
- What are we actively doing to improve these numbers?
If you can confidently answer all of these — especially if your average men’s ticket is at least 50% of hers — you’re ahead of the curve. If not, there’s room for improvement.
Let’s start with expectations.
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When he says he wants “something simple,” don’t take it at face value. He’s not expressing a true preference. He’s echoing what the market has taught him: that his ring doesn’t matter.
Train your team to assume every man could be your next $10,000 sale. When presented with a compelling experience and high-quality, customizable options, many men will choose more — especially when they understand the symbolism and permanence of this piece.
Too often, a couple walks out the door after buying her ring, and he’s never shown a single option for himself. In one real-world example, a salesperson closed a $4,400 engagement ring sale and simply said goodbye. A second associate stepped in, introduced the men’s line and helped the couple design and purchase a $5,400 band for him.
Invest in the experience. Engagement rings receive all the attention — lighting, packaging, storytelling. The men’s category deserves similar focus. With tightening margins on bridal center stones, men’s rings offer a strong opportunity for profitable growth when the experience is executed with intention.
Make sure the men’s ring experience starts on the couple’s first visit to your store. Size them both. Give them a challenge to come up with ideas to link his ring to hers or to add emotional value to it in some other way. For example, how might his ring commemorate their first date or the place where he proposed? After giving the assignment, follow up!
Rethink your case. Mass-produced, low-cost metals and bare-bones gold bands often anchor expectations too low. Instead, offer customizable, upgradeable alternatives that signal value. Data shows that up to 87% of men will choose heavier gold bands when given the right options and a strong presentation.
The bottom line? We’ve set the bar too low for too long. Raise your expectations. Lead your market. Build a reputation for delivering an exceptional men’s ring experience.
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