On Friday, American jewelry and goldsmith company Tiffany & Co unveiled its first-ever men’s engagement ring, as it expects to launch its high-end jewelry in a new market amid the rise in same-sex marriages worldwide.
The firm also seeks to tap into gender-fluid fashion trends.
The famous jewelry brand, now owned by the luxury goods group LVMH, named the new line in tribute to its founder, Charles Lewis Tiffany. It has created three different designs, and each of them has a thick band and an emerald-cut or round-brilliant diamond in the center.
The new rings in Tiffany’s catalog are available in platinum and titanium.
Their diamonds range from one to five carats, and customers will be able to choose from one of three options: emerald, square emerald, or round-brilliant cut. Most heterosexual relationships follow engagement traditions, where women are the ones wearing the rings.
Tiffany & Co’s new project comes as an innovative movement that challenges the cultural norms around marriage.
With its new line of engagement rings for men, the company aspires to offer products in support of love and inclusivity. Tiffany said that, at the same time, it paves “the way for new traditions to celebrate our unique love stories and honor our most cherished commitments to one another.”
“Signaling a bold new era of love, the Charles Tiffany Setting men’s engagement ring is a symbol of Tiffany’s unrivaled craftsmanship,” wrote the retailer’s website.
“Expertly designed in platinum with a scintillating round brilliant diamond in the center, this ring’s strong contours and clean lines rethink the traditional forms of the signet style,” Tiffany added, referring to one of the new rings.
The firm introduced its first solitaire diamond engagement ring for women in 1886.
For decades, it was the favorite jewelry store for couples looking for engagement and wedding rings for women. However, Tiffany has revolutionized its business, hoping to embrace a new wave of couples more than a century after establishing itself as one of the world’s largest jewelry suppliers.
The move comes 12 years after jeweler H. Samuel launched his own men’s engagement ring, the Tioro ring.
Tiffany & Co said its men’s engagement rings are now available for sale online through its official website and would hit select stores globally starting next month.