ColumnistsAug 18, 2026
Peter Smith: The IKEA Effect and Bridal Branding ColumnistsAug 25, 2026
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?
Editors' Picks
Sponsored by
More on Columnists
The Latest
CrimeAug 25, 2026
Florida Woman Scammed Out of $1.5M in Jewelry, Precious MetalsTwo suspects have been arrested in connection with the complex phone scam.
Events & AwardsAug 25, 2026
SSEF Opens 2026 Applications for Gemology Education ScholarshipsThe annual awards cover tuition for an on-site educational course at the Swiss lab, as well as flights and lodging.
TrendsAug 25, 2026
Brent Neale Celebrates Blackberry Farms’ Anniversary With JewelryThe jeweler partnered with the Tennessee resort to honor its 50th anniversary with limited-edition blackberry pendants and earrings.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
EditorsAug 24, 2026
Q&A: Reeds Jewelers VP Genna Zimmer on 80 Years in BusinessThe third-generation jeweler shared how the North Carolina retailer is celebrating this milestone and the love story that started it all.
Weekly QuizAug 20, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsAug 24, 2026
Rio Grande, MetalWerx Host Argentium Silver WorkshopThe class, led by renowned metalsmith Cynthia Eid, highlighted Argentium silver as an alternative to gold amid high prices.
Events & AwardsAug 24, 2026
JIS Miami Opens Fall 2026 RegistrationThe show is slated for Oct. 16-19 at the Miami Beach Convention Center.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
CollectionsAug 24, 2026
Francesca Villa Honors Napoleon, His Empresses In New CapsuleThe “Empresses” capsule uses 19th-century medals depicting Napoleon, Joséphine, and Marie-Louise across five one-of-a-kind pieces.
SurveysAug 21, 2026
These Are 2026’s Hottest Retailers, Says NRFThe retailers at the top of the list offer affordable products and fun, discovery-fueled experiences.
WatchesAug 21, 2026
Bremont Names Former Vacheron Constantin Exec CMODaniel Bing was formerly the marketing director for the Americas at Vacheron Constantin.
CollectionsAug 21, 2026
Bijules, Kamyen Serve Up ‘Topspin’ Tennis Bracelet Ahead of US OpenIn our Piece of the Week, the designers reimagine the tennis bracelet with green enamel wrapped around a strand of “Desert Diamonds.”
PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
TechnologyAug 20, 2026
A New AI-Powered Gemstone Identification App Is HereFounder Vik Westermann said the app is a “starting point” to inspire people to work with appraisers and gem labs, not replace them.
AuctionsAug 20, 2026
Storied Unicorn Brooch Up for Auction Gallops to New Home The Verdura brooch, which belonged to the late Virginia Fortune Ryan Ogilvy, was sold to a private collector in Asia.
Events & AwardsAug 20, 2026
MJSA Education Foundation Names 5 Scholarship WinnersThe five students were awarded a total of $10,000 through the nonprofit’s 2026 “Future of Jewelry Making” scholarship.
MajorsAug 20, 2026
Plumb Club Elects 2026-2027 BoardSteven Lerche is now beginning his term as the youngest member to become president of The Plumb Club’s elected executive committee.
MajorsAug 19, 2026
Mike Alexander To Succeed Scott Murphy as Jewelers Mutual CEO Murphy will retire at the end of the year and Alexander, currently the company’s president, will take over at the start of 2027.
Policies & IssuesAug 19, 2026
Spinelli Kilcollin Embraces Dupes With Trade-In ProgramThe jeweler is encouraging customers who own lookalike rings to come into the store and trade them for credit towards an authentic piece.
MajorsAug 19, 2026
Zales Wants You to Wear Fine Jewelry Every DayThe new campaign, “You Are The Occasion,” discourages shoppers from saving their fine jewelry for special occasions only.
SourcingAug 19, 2026
Vasant Mehta, a Dedicated Diamond Industry Leader, Dies at 81Mehta led India’s GJEPC through the 2008 financial crisis and was respected worldwide for his wisdom, integrity, and knowledge.
CrimeAug 18, 2026
2 California Men Arrested in Fatal Vehicle Smash RobberyOne is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.
CrimeAug 18, 2026
Thieves Snatch $1M in Jewelry From New Jersey Jeweler9lakha Jewelers in Iselin, New Jersey, was the target of a smash-and-grab robbery on Aug. 8.
Lab-GrownAug 18, 2026
Ring Concierge, Kendall Jenner’s Tequila Brand Collab on GiveawayThe jeweler has partnered with 818 Tequila to gift lab-grown diamond studs to a bride-to-be and their bridal party.
Events & AwardsAug 17, 2026
Exhibition on Louis Comfort Tiffany’s Studios to Open at The MetThe exhibition will feature more than 100 drawings of stained-glass lampshades, windows, and more, many created by women and émigrés.
CollectionsAug 17, 2026
Marquise Diamonds Dance in Spinelli Kilcollin’s ‘Wren’ CollectionMarquise-cut diamonds in drop charms are the center of the new collection, reflecting the movement of a dancer in modular styles.
Events & AwardsAug 17, 2026
There’s a New Jewelry Show Coming to FloridaThe inaugural Fort Lauderdale Jewelry, Antique, & Object Show will be held from Jan. 28 through Feb. 1, 2027.
