criteria that we use. so because we just want to bring it into the subconscious and to note that is just not about you succeeding, it is about you succeeding in business that uplifts everyone. you, your business, communities you are involved with, and everyone. because that is how we can help develop africa. now, you may be familiar with the phrase diamonds are a girl s best friend , well perhaps not for much longer, now men are increasingly getting their bling game on. thanks in large part to influencers, celebrities and the blurring of gender lines, men sjewellery is becoming more and more popular with global sales in the category growing 8% year on year in 2022. joining me now to talk about this is fflur roberts, head of luxury goods
social life has resumed. for many people, that s meant a chance to dress up again, and men sjewellery is booming. men s jewellery used to be all about wedding rings and posh types with signet rings, but a whole new generation of men are now embracing bling. craftd london, a new british men s jewellery brand, has projected sales of £20 million this year. joining me now is danny buck, co founder craftd jewellery. danny, welcome to the programme. so talk us through who your customers are and what sort of things they are interested in.- sort of things they are interested in. yes, so our general interested in. yes, so our general customers - interested in. yes, so our general customers tend l interested in. yes, so our| general customers tend to interested in. yes, so our - general customers tend to be 17-35 general customers tend to be 17 35 years old, and we ve seen a real shift to a bit more bullying and confidence in stiles. but i think the thing