Appealing to the Millennials
Millennials are a generation that grew up in an era when everything, from a cup of coffee to a “selfie” can be customized to their distinct liking. Most Millennials probably couldn’t even comprehend what it is like to consult a dictionary or the Yellow Pages for a phone number, let alone comprehend what life was like before the Internet and the latest technology.
That is why we have to think in an even more contemporary mindframe when dealing with Millennial jewelry shoppers. In order to appeal to this age, group, we have to understand that they are accustomed to having everything customizable down to the tiniest detail.
This is why, when it comes to jewelry and personalization and customizing, Millennials may seem a bit finicky, but in all reality, this is just the life that they are used to – extreme ability to customize down to the minute details. Therefore, in appealing to Millennial jewelry customers, keep in mind:
1) A mixture of modern and vintage or contemporary and antique could be the perfect balance.
2) Sell the jewelry with a “story”. This generation is interested in the background details, so talk about the gemstones and where they come from. Try to make a connection with them and the jewelry.
3) Conflict-free gemstones will entice the Millennial jewelry buyer, so focus on pointing them in that direction.
Do you have experience with Millennial jewelry buyers? What are your thoughts?
