Everywhere you look, people sell the user benefits of titanium…. strength, scratch resistance, hypo allergenic but I think they are all missing the real point. We sell four times the quantity of titanium rings to every steel ring, but they are virtually identical except for a slight difference in colour. So why are men so drawn to titanium rings? The answer lies in the very word ‘Titanium’ and the reassuringly masculine emotions that it conjures up. For instance, the base of the word itself, Titan conjures up ideas of titanic brute strength. The ’ium’ bit some how makes the word a bit more tecky and exotic.

Then there are the real life applications that Titanium is used for. Engineers use Titanium because of its very high strength to weight properties especially in the aerospace industry and other super tecky, masculine applications. This gives a hint of cutting edge and ’latest design’ giving even more social kudos. Even the finish men like, matt grey, allows for more a masculine expression. Only the sleek, minimalist designs give a small concession to sophistication and feminine elegance. All this gives a Titanium ring the perfect mix of masculine emotions to give men the reassurance to wear jewellery. (You know its’ true!)