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Are You Reaching Millennials? 7 Jewelry Retailers Explain How They Market to Enigmatic Generation

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Social media is important, but it’s not everything.

At this point, it’s no secret that millennials tick a bit differently than their forebears. And it’s also no secret that a key to success in modern retail is crafting marketing messages that resonate with young consumers as their purchasing power grows. To that end, Rapaport Magazine’s latest issue is strictly dedicated to millennials, asking on its front cover, “Who are they, and what do they want?”

In the magazine, there’s a Q&A feature in which seven jewelry retailers are asked how they market to millennials and what kind of shoppers they are. Staying active on social media is a common thread in the responses, though there are other marketing strategies that jewelers are employing, such as advertising through digital radio services (i.e. Spotify, Pandora, etc.). Some of the jewelers queried in the article have also noticed that females are more involved in the big purchasing decisions than they used to be, so that’s another thing to consider in your messaging.

Read more at Rapaport

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When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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