For decades, the men’s wedding band was treated as an afterthought. The spotlight was on her engagement ring, while his band was often a quick purchase made at the end of the appointment. A plain gold or platinum band was considered “good enough.”
But today’s groom is not yesterday’s groom, and that shift should change the way jewelers approach men’s wedding band sales.
Here’s how.
Today’s groom is more involved than ever
Modern men are more involved in the wedding process than ever before. They aren’t content to sit on the sidelines while their partner makes all the decisions.
Survey data from Mintel found that 39% of men were solely or mostly responsible for picking the ceremony site, 25% were solely or mostly responsible for picking the bridal party gifts, and 19% were even heavily involved in choosing the bride's wedding dress.
So while his father may have settled for a simple band, modern grooms want to get into the details—and that naturally translates to a more personalized ring.
It might be sleek and modern, or it might have a specific metal type that matches his other jewelry. For some, it’s about honoring tradition in a fresh way, and for others it’s about expressing individuality in a piece of jewelry they will wear every day.
So what matters to him now?
We know the modern groom is more likely to voice an opinion on their ring than the grooms of the past ever did. Now let’s dive into what those opinions might look like—and how to sell to them.
Customization
The modern groom is drawn to customization. He may want his partner’s fingerprint engraved inside the band, or a subtle inlay of wood from a whiskey barrel to tie into a shared memory. He may prefer alternative metals like titanium or zirconium that are lighter and more durable for an active lifestyle.
Whatever you can do to make his ring feel as special as his fiancé’s, not just the afterthought, make that effort.
Comfort
Comfort is also a priority. A ring that looks great but feels cumbersome will likely end up in a drawer. Jewelers who emphasize fit and wearability are speaking his language. Research suggests that a far higher percentage of men wear their wedding ring every day compared to women, so it makes sense that men want something that feels natural and comfortable for 24/7 wear.
Values
Values also play a role. Sustainability and ethical sourcing matter to younger couples, and men are asking more questions about where their jewelry comes from. What was once a purchase made purely out of tradition is now an opportunity to tell a story about craftsmanship, meaning, and shared values.
Here’s what this means for jewelers
If jewelers want to capture the attention of today’s groom, the sales conversation has to shift. Instead of starting with “do you want something simple or classic,” try asking about his lifestyle, his style preferences, and what kind of statement he wants his ring to make.
The in-store experience should also elevate his choice to the same level of importance as hers. That means creating dedicated displays for men’s bands, training staff to highlight options beyond the basics, and using visuals or digital tools to help him picture the finished design.
When he feels that his purchase matters, he is more likely to invest in a band that is meaningful rather than defaulting to the least expensive option.
The opportunities you might be missing
Treating the groom’s band as an afterthought leaves money on the table. There are natural opportunities to guide him toward upgrades, whether it’s choosing a wider profile, adding a custom engraving, or exploring distinctive materials. Better yet, bundling the band with complementary items such as cufflinks or other accessories can also increase sales and create a more complete experience.
Even after the wedding, men’s bands open the door to long-term loyalty. Anniversaries, vow renewals, and lifestyle changes can all become reasons for an upgrade or an additional purchase.
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Jewelers who treat the groom’s band as the beginning of a relationship rather than the end of a transaction set themselves apart.
How Clientbook helps you connect with today’s groom
Selling to the modern groom requires more than product knowledge. It requires building a relationship that lasts beyond the wedding day. That’s where Clientbook makes the difference.
A CRM tool that allows you to capture preferences, keep track of milestones, and follow up at the right time, Clientbook helps sales associates provide a personalized experience that resonates with today’s buyer.
Features like wish lists, text messaging, and automated reminders make it easier to showcase the right options and continue the conversation after the couple leaves the store.
When jewelers have these tools in place, they are able to turn a single men’s band sale into a lifelong client relationship.
Conclusion
The men’s wedding band is no longer just a box to check off the wedding to-do list. It’s a chance to connect with today’s groom in a way that reflects who he is and what he values. The question for jewelers is simple: are you truly selling men’s wedding bands to today’s groom, or are you still selling them the way you always have?
If you want to capture more sales and build stronger relationships, now is the time to modernize your approach. Book a demo with Clientbook today to see how our clienteling tools can help you engage today’s grooms and turn every men’s band sale into the start of something lasting.
