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What’s So Great About Millennials? Here’s What Jewelers Say

Their intelligence and social conscience were among the traits cited.




WE ASKED RESPONDENTS to our recent Big Survey to name one good thing about the rise of millennials. The most common responses included some variation on how they like unique pieces, how much they appreciate what goes into the making of jewelry, and how they generally know what they want. Here were 12 responses that we found representative.

  1. “They look at everything differently and care more about what they are actually buying.”
  2. “I love how they embrace their individuality. They are fine as a couple purchasing completely different metals, stones or whatever suits their individual fancies. No issue with paying for what they want/deserve.”
  3. “They have reasonable expectations on timelines and costs. They respect the work that goes into their pieces.”
  4. “They enjoy learning about products and ask great questions.”
  5. “They are waiting to be established before buying a ring, making their price point higher.”
  6. “They use less ‘material’ post-purchase — less bags, boxes, tissue paper, paper appraisals, and they engage with us online.”
  7. “They seem to know what they want, whether it’s through online research or pictures from online.”
  8. “Millennials are very earnest and don’t feel like everyone is out to get them. They aren’t hard negotiators like their parents.”
  9. “They are digitally connected, which allows me to more accurately target them using digital marketing that can be tracked.”
  10. “If you treat them right, they will tell the world.”
  11. “We love supporting local businesses and realize the importance of keeping our money in the local economy.”
  12. “They care passionately about injustice. Good changes will be made.”

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected]com.

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Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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