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Proof Before Purchase: The Gen Z Way to Buy
In her first column for National Jeweler, Jennifer Shaheen asks jewelers if they know how to connect with the next generation of consumers.
Jennifer Shaheen is the founder and CEO of Technology Therapy Group. She can be reached at 914-949-6092 or via her website, TechnologyTherapy.com.
The oldest members of Generation Z turn 29 this year. They are getting engaged, giving gifts to loved ones, and beginning to inherit their grandmothers’ jewelry. Their current activities suggest these areas will influence your store and the upcoming holiday season.
My question is: Do you understand how to connect with this generation and what matters to them?
Jewelry purchases have always been driven by emotion, and that remains true today.
However, the specific emotion motivating buyers has shifted. The traditional aspirational message doesn’t resonate with this generation.
Previously, such messaging appealed to those who believed the future held better opportunities. Gen Z is less optimistic; many expect to earn less than their parents, while hopes of homeownership and early retirement seem increasingly distant.
They’re also concerned about their health and the environment.
When the future feels unpredictable, people aren’t shopping for hope or progress but for reassurance and security.
This shift means your marketing message and strategy need to be re-evaluated through a Z-lens, and that’s where opportunity lives.
They Do the Math Before They Walk In
Ask a 26-year-old what runs through their mind before a significant purchase, and you will hear something closer to arithmetic. What does this do for my life right now? Is it worth the money? How many times will I wear it?
Consumer psychology has moved from signaling about the future to utility in the present.
This generation was trained to verify before making a purchase. The direct-to-consumer brands of the past decade taught them to read fabric labels, check ingredient percentages, and calculate middleman markups.
My question is: Do you understand how to connect with this generation and what matters to them?
Jewelry purchases have always been driven by emotion, and that remains true today.
However, the specific emotion motivating buyers has shifted. The traditional aspirational message doesn’t resonate with this generation.
Previously, such messaging appealed to those who believed the future held better opportunities. Gen Z is less optimistic; many expect to earn less than their parents, while hopes of homeownership and early retirement seem increasingly distant.
They’re also concerned about their health and the environment.
When the future feels unpredictable, people aren’t shopping for hope or progress but for reassurance and security.
This shift means your marketing message and strategy need to be re-evaluated through a Z-lens, and that’s where opportunity lives.
They Do the Math Before They Walk In
Ask a 26-year-old what runs through their mind before a significant purchase, and you will hear something closer to arithmetic. What does this do for my life right now? Is it worth the money? How many times will I wear it?
Consumer psychology has moved from signaling about the future to utility in the present.
This generation was trained to verify before making a purchase. The direct-to-consumer brands of the past decade taught them to read fabric labels, check ingredient percentages, and calculate middleman markups.
“Jewelry retailers and brands already possess all the information this generation seeks; your role is to share it effectively.” – Jennifer Shaheen, Technology Therapy Group
This knowledge persisted even when those brands faced challenges. As a result, this behavior has extended to all types of purchases, making company values and product details important to these consumers both online and in-store.
The good news is that this presents both a chance and a necessity for your store’s long-term success with this generation.
Jewelry retailers and brands already possess all the information this generation seeks; your role is to share it effectively.
This generation cares about more than just whether the gold is 10 karat or 14 karat. They want to know its origin and if ethical practices were followed in mining and sourcing it.
They also desire transparency about the source of gemstones and diamonds, as well as clear details on guarantees and pricing.
Unfortunately, many stores don’t make these details easy for customers to find on product pages or in social posts.
Begin this week by selecting your three top-selling categories and jotting down what you would tell a friend: details about the material, origin, story, repairability, trade-up policy, and servicing costs.
Display this information on the product or category page, include it in your holiday catalog, mention it in upcoming social media posts, and add it to your sales team’s knowledge base.
Ensure accuracy, as this generation is known for fact-checking claims.
Sell Them a Verifiable Experience
Gen Z consumers can price-check anything. What they cannot check while browsing products on their phone is how a piece feels.
They also cannot meet the person who will size it, or watch their grandmother’s setting become something they will wear.
The most digitally saturated generation in history is seeking places that offer a welcoming space to be around other people.
A recent survey of 1,000 U.S. diners conducted by Resy found that 90 percent of Gen Z enjoy sitting at communal tables with total strangers, and one in three made a new friend that way.
This need to disconnect and fact-check is why community-style events like Brilliant Earth’s in-store date nights for couples and quarterly Bridal Collectives have been successful.
Your store should be seen as a community hub rather than just a sales space.
It can serve as a place where new couples connect with others who have recently moved to the area, or as a communal-style table where Gen Z visitors can learn about craftsmanship involved in repairs and redesigns, including explanations of why certain stones are suitable or unsuitable for specific purposes.
Spending and attention are moving away from status symbols and towards health, wellness, and personal development.
When traditional milestones seem unattainable, individuals turn inward and invest in themselves.
This shift opens the door for jewelry that signifies personal achievements rather than social status.
Completing a degree or overcoming a tough challenge become meaningful markers. These are the kinds of purchases this generation recognizes and will cherish long-term.
Will They Change?
It is a fair question, and I know many of us wonder whether Gen Z consumers will soften once they have children, more income, and greater security.
Only time will tell, but past generations have shown us that the behaviors and values we develop early in life usually stay with us.
For this generation, these habits were influenced more by circumstances than by age. Always verify information. Purchase fewer but higher-quality items. Focus on collaborating with a person on what truly matters.
These conditions remain unchanged, and a strategy that relies on this generation maturing into your model depends on them changing.
So, two questions worth sitting with this week.
No. 1: Are your marketing strategy and plan designed to acquire and nurture this generation?
And, No. 2, what shifts in your store’s behavior will you need to adopt to build the bonds for growth?
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