Evelinda: What do men want? It turns out they want the same thing as women -- jewelry.

Judie: More and more, men are sneaking into our accessories domain. And we don't like it. First men paid more attention to their grooming, buying skin care and hair products and fancy shaving equipment. Now they've moved on to high-end accessories, namely jewelry. Hip-hop artists and celebrity athletes like soccer star David Beckham were early adapters of male jewelry, and now it's spread to the average Joe.

Evelinda: Republicans in office have also played a part in promoting jewelry. The conservatives are more formal in their attire and have contributed to the resurgence of cuff links, watches and tie tacks. According to Jewelry Consumer Opinion Council, men's jewelry sales for 2005 will exceed $5.6 billion.

Judie: Finally, we convince our men to buy us jewelry, and while they're in the stores, they're picking up a bauble or two for themselves. This fall, several men's magazines (Cargo, Details, GQ, etc.) contain jewelry ads geared to men with the headline "Be Noticed." These ads push handsome-looking bracelets, rings, watches, necklaces, cufflinks, tie tacks ... even key chains.

Evelinda: Jewelry designers well known to women, such as Robert Lee Morris, Gurhan and John Hardy, are now introducing jewelry lines for men. (How dare they?) What appeals to men? Jewelry that is architecturally inspired and made of alloys such as titanium, steel and carbon fiber -- metals that reflect strength and durability. Precious metals such as platinum also are seeing new life. New York-based designer Steven Kretchmer has developed Polarium, a platinum alloy that is permanently magnetized.

Judie: According to Becky Baxman, owner of Denver's JF Options jewelry store, men initially purchase larger trophy watches with lots of toys (chronograph, stop watch, time zones, etc.), then snap up bracelets with clean, simple, classic lines -- something they can wear everyday with any outfit.

Evelinda: Ladies, if you are thinking of making a jewelry purchase for your guy, look at bracelets with cable patterns and weaves mixed with rubber or leather. Anything that looks technical or intricately engineered will appeal to the male ego. Popular cuff link styles are enameled and inlayed. In the market for a new wedding band? Textured bands with sand finishes, weaving and other surface detailing are very hot right now.

Judie: Kelle Graham, precious jewels manager at Neiman Marcus, sees an increase in male customers who want fashion rings -- wide bands for right hands -- and bracelets made of sterling silver and black rhodium mixed with leather cords.

Evelinda: Smart jewelry manufacturers will design jewelry that remind men of high-tech cars -- strong and durable enough to make it to the fashion finish line. Sounds like a Viagra ad.