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It's no secret that wedding couples
are willing to drop lots of cash on a
woman's ring. The less known
truth is that men are embracing
the idea that a ring should express
their personality and aesthetic too.
"Guys are willing to spend the cash
if they think the ring is badass and
looks cool," says A.J. Toysali, Presi-
dent and owner of Benchmark
based in Tuscaloosa, Alabama.
Toysali has been confi dently mov-
ing in this direction for years creat-
ing a diverse line of rings for a
range of tastes and price points.
Through his vision, Benchmark
has become one of the most well-
recognized innovators of stylish
and hip wedding rings for men.
"Men's rings are an underserved
marketplace," says Toysali. "As an
industry we don't create to appeal
to men but there is a lot of oppor-
tunity here and we need to design
accordingly."
Ammara Stone, Benchmark's lat-
est collection, is a distinctive line
of men's rings with textured pat-
terns ranging from a simple
brushed inlay to an ornately styled
chainlink motif studded with dia-
monds. What sets this collection
apart is its sense of masculine
detail and alt metal coolness with
opulent touches that add elegance
and value.
"The recent trend of alternative
metals made an impact on the
market by opening up the way we
approached design," says Toysali.
"But precious metals are making a
comeback so we are combining the
two."
Benchmark is bridging this gap by
adding textures and luxe aaccents
to create a fresh and stylish new
look for men…a look men like and
are willing to buy.
Rings for men – Benchmark the unprecedented winner By Brooke Conner Sevenau
The Bridal Industry's
Dark Horse
