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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].



Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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