Are real men ready to shine? Retailers — from the mass-market Kay Jewelers to the venerable Tiffany & Co. — are hoping so, as a new generation of ordinary guys under 40 warms to such trinkets as titanium pendants, three-diamond rings, silver dog tags and ID bracelets.

Once considered a fringe market for rockers, rappers, gay men and gangsters, men's jewelry is inching toward the mainstream.

The same guys who read Cargo magazine and enjoy shopping for jeans and facial cleansers are looking to personalize their look in new ways, says Allan Steinmetz, chief executive of Inward Strategic Consulting, a marketing firm based in Newton, Mass. "Accessorizing with jewelry is part of that," he says.

Read more about the trends in men's jewelry at http://www.azstarnet.com/allheadlines/110239.