THEIR LIFESTYLE: What Does Being A Genderless Brand Mean To Us
Walk into most jewelry stores and the first question is which side you belong on. Men's over there, women's over here. Thicker chains and darker metals on one side, smaller and softer on the other. That split has been in retail for as long as any of us can remember, and most people have stopped noticing it.
Jewelry did not start out that way. People have worn it to say something about themselves for thousands of years, across every culture, every class and every gender. Signet rings were worn by everyone who had something to seal. Hoops, cuffs and chains all move between cultures and eras without much regard for who is supposed to wear them. The idea that a hoop is feminine or a heavy chain is masculine is recent, and mostly a merchandising decision rather than a design one.
When we started Their, we did not set out to make a men's line and a women's line and hope they met in the middle. We set out to design pieces and then simply not say who they were for.
What that means in practice
It means we design one collection, not two. The same Theo, the same Sophia, the same lockets, and we photograph them on different people rather than making two versions of the same idea.
It means proportion gets real attention. A piece that only works on one kind of body is not genderless, it is just unlabelled, so we think about how a chain sits at different lengths and how a ring reads on a wider or narrower finger.
It means the metals do the talking. Recycled 14K gold vermeil and recycled 925 sterling silver, nickel free, made to be worn daily rather than saved for occasions.
And it means we let people find their own way in. Some of the pieces most often called masculine are bought by women, and some of the delicate ones end up on men. We stopped trying to predict it a long time ago.
Why it matters to us
Jewelry gets handed down. That is the part of this business we care most about. A piece that belongs to a category belongs to a moment, and a piece that belongs to a person can move through a family for decades. We would rather make the second kind.
If you are new here, read our story, find out why we use recycled gold, or see three ways to style pinky rings, one of the pieces that moves most freely between people.