What’s Driving the Men’s Jewellery Boom?

When Julia Lang launched her unisex jewellery brand in November 2020, the New York-based marketing veteran wanted to make a splash.

Instead of casting female models to showcase her heart-shaped earrings and pearl necklaces in the launch campaign, she shot the products on men. It proved a recipe for success.

Her label, Veert, quickly gained a following, 90 percent of whom are men, including celebrities like Brad Pitt, The Weeknd, Steph Curry and…