Brainstorms

Millennials Want to Learn — So Teach Them

Offer education to involve younger customers in the jewelry world.

Published

3 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.

Wilkerson Testimonials

Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”