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Most Jewelers Still Not Designing Their Stores to Appeal to Younger Jewelry Buyers




Young girl tries on earrings

This month’s question: Does your store have any physical features that are specifically designed to appeal to younger jewelry buyers such as millennials?

Yes: 39%

  • We have merged the design aspects of our business — bench CAD and CAM — into a front-facing interactive component of the sales process to better engage the millennial shopper. It has proven to be one of our best plans that builds a more complete connection with the shopper than just “ordering or selling” a ring. — Jonathan McCoy, McCoy Jewelers, Dubuque, IA
  • We have Stuller’s CounterSketch. Thought the younger group would enjoy being able to be hands-on designing their own rings. Has not been successful because a CounterSketch ring costs so much more than what we have in stock or can order. — Linda Brown, Heritage Jewelers, Shelbyville, TN
  • We have plaques in the store that let them know we recycle and use local artists. — Theresa Namie, Stephen Vincent
    Design, Minneapolis, MN
  • In-store wifi, lighting box to help customers take better cellphone pictures of rings, some product on tablet for viewing. — Mark Clodius, Clodius & Co. Jewelers, Rockford, IL

  • We have a Naledi bridal selling station that incorporates an interactive ring display (sample rings on a pulley system), an iPad that has the correlating ring information, and also a locked glass case with live product. The case is a pull-out display designed for side by side selling. — Allison Leitzel-Williams, Leitzel’s Jewelry, Myerstown, PA
  • We have a new diamond display that is interactive from Rakower diamonds. It’s really cool and gets a good reaction from the customer. — Chris Snowden, Snowden’s Jewelers, Wilmington, NC
  • Design features: remodeled in an industrial style. Customization: CAD 3D printing in the showroom. Hands-on participation in the casting process. — Dave Meadows, Art Jewelers, Woodstock, GA
  • We have an Ever & Ever custom design studio set up for them to design their own jewelry. Also carrying Pure Grown Diamonds. — Kent Bagnall, Kent Jewelry, Rolla, MO
  • Photos of my dad (who’s 82, the original store owner and bench jeweler) when he was their age, in the military. Everyone loves looking at them and learning about his life. — Jill Keith, Enchanted Jewelry, Danielson, CT
  • Chairs to relax in, picture book of our custom designs, iPads, soon to install a permanent photo booth and bulletin board for photos. — Megan Cooper, Blue Heron Jewelry Company, Poulsbo, WA

No: 61%

  • Honestly, when are we going to realize that catering to the “whims” of the snowflakes is contrary to good business? If you cater to “whims” you will fail as you will never have core principles but will constantly be a leaf in the breeze. — James Adair, Adair Jewelers, Missoula, MT
  • They don’t care for brick and mortar businesses; their first and only choice is the Internet, because they’re sure they can get cheaper prices but don’t know what they’re getting. — Saro Abrahamian, Town Jewelers, Chevy Chase, MD
  • We have a rich, old look with 100-year-old showcases, and estate goods as well as bridal. The store is bright with lots of light and if it’s not broke, don’t mess with it. We are doing over $5 million in sales, so I’m happy. — Alan Perry, Perry’s Emporium, Wilmington, NC
  • When your staff averages over 60 years old, it’s difficult to attract millennials. Maybe if we offered our basements for them to stay at. — Bill Elliott, Ross Elliott Jewelers, Terre Haute, IN


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