Brainstorms

Millennials Want to Learn — So Teach Them

Offer education to involve younger customers in the jewelry world.

Published

4 years ago

March 2, 2021

INSTORE Staff Instore March 2021 Issue

Along with the generation’s oft-recounted “delayed adulthood,” it appears there’s been some delayed development of basic skills among millennials as well, and a wave of companies want to be resources of information instead of just sources for products. Brands including The Home Depot, Procter & Gamble and Sherwin-Williams have all started offering classes and online tutorials to teach such basic skills as using a tape measure, mopping floors and mowing lawns. Millennials have shown they are eager to learn, so it might be worth giving some thought to what else millennials might not know how to do — cleaning silver, changing a watch battery, stringing beads—and how to incorporate those activities into offerings in a non-condescending way.

Looking for a Seamless Sale? Call Wilkerson

After almost 60 years in business, Breakiron Jewelers in Erie, Pennsylvania, was closing its doors. And the store’s owner, Linda Breakiron, was ready for it. She had run the store as its sole owner since the beginning of the millennium and was looking forward to a change. Of course, she called Wilkerson. Breakiron talked to other jewelers who had used Wilkerson and was satisfied with their response. “They always had positive feedback,” she recalls. With the sales, marketing and even additional inventory that Wilkerson provided, Breakiron insists she could never have accomplished her going-out-of-business sale without Wilkerson’s help. She’s now ready for the journey ahead, but looking back, she’d be sure to recommend Wilkerson. “They just made the whole process very seamless.”