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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.



This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

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