The key facts

  • The number of men's jewelry purchases by men grew by 30% in units, and by 18% in monetary terms, for January–September 2026
  • The fastest growth in demand in units was in Irkutsk (+60%), in money — in Volgograd (+78%)
  • The average check is 8,521 rubles; necklaces, bracelets, tie clips, steel, silver and red gold are popular

Demand grew both in units and in money

Between January and September 2026, men in Russia bought men's jewelry 30% more often in unit terms, while sales in monetary terms grew by 18%. These figures come from a study by the SOKOLOV analytical center, which was received by the Gazeta.Ru newsroom (Gazeta.Ru).

Geography of growth

By number of purchases, the leaders are Irkutsk (+60%), Saratov (+58%) and Kazan (+53%); in Moscow demand grew by 39%, in Sochi by 38%. In monetary terms, the ranking is topped by Volgograd with growth of 78%, followed by Kazan and Saratov (+37% in each city), Sochi (+33%) and Chelyabinsk (+25%). Notably, the leaders of the two rankings do not coincide: Irkutsk tops the list by units but does not make the top 5 by money, while Volgograd, on the contrary, leads in money but is not mentioned in the top 3 by quantity — this points to different dynamics in purchase frequency and average purchase size across different cities.

Average check and preferences

The average check for a men's piece of jewelry across the country was 8,521 rubles. It is highest in Volgograd — 14,322 rubles, followed by Sochi (11,537 rubles) and Saratov (10,629 rubles); in Rostov-on-Don it is 10,128 rubles, in Krasnodar 9,312 rubles. Men most often chose necklaces, bracelets, tie clips and rings. Among metals, steel, silver and red gold are the most in demand, and in terms of design — pieces without inserts or with enamel, cubic zirconia and other non-precious inserts. The material complements an earlier Gazeta.Ru publication in which an expert explained the difference between a hollow chain and a solid one.