One specific target market is gay couples and there is also a growth market for matching engagement rings, either his & his or his & hers. Jewelers are counting on a younger generation to embrace the idea of men’s engagement rings, or are even hoping that they’ll buy the rings as fashion accessories, simply because they like the designs. Traditionalists will reject the idea of engagement rings for men on principle. Overall jewelry sales figures show that the average man is less interested in jewelry than the average woman.

Whether there’s enough genuine desire for male rings to justify the aggressive marketing remains to be seen. Engagement rings for men definitely are not a ‘must have’ item for the average guy, but jewelry manufacturers and retailers are hoping that the new trend for men engagement rings catches on.