The use of jewelry which is dominated by women due to its feminine image, is currently starting to merge with aspects of masculinity so that it is being widely used by men. One of the most popular materials used in jewelry is brass metal because of its strength and resistance to rust. In addition, the ease of formation and the relatively low price make this environmentally friendly material have many advantages. Unfortunately, the style of jewelry and the characteristics of the materials have not met consumer satisfaction so that the target market is low. It is necessary to develop a design that can expand the target market, one of which includes all gender groups. To conduct this research, the authors conducted issue observations, interviews with manufacturers and distributors of brass jewelry, and in-depth understanding of jewelry users with the aim of creating products that are as close as possible to market desires. The results of the analysis are arranged in the form of a persona, empathy map and value proposition canvas to include user studies, as well as positioning to include market and competitor studies. Based on this analysis, The result shows that the application of the crude concept can be one of the tools to achieve a genderless aspect in jewelry design as a complementary product for Generation Z’s fashion in Indonesia. This concept was raised by considering the image, identity, characteristics, and taste in the style of jewelry used by generation Z in Indonesia with a middle to upper economic background.