Surveys

8 Things to Know About That Next Generation … Z

SurveysSep 16, 2019

8 Things to Know About That Next Generation … Z

They want to change the world, live authentically and celebrate diversity.

London—It might seem crazy to start looking at Generation Z and their habits. After all, some people are still trying to figure out millennials.

And yet their growing purchasing power can’t be ignored—Gen Z’s spending is estimated at between $29 and $143 billion—so the time to start talking about how they think and buy and has come.

Gen Z is the generation immediately following Generation Y (millennials), generally classifying those born between about 1995 and 2010, meaning its oldest members are in their early 20s.

To offer the industry critical information about this demographic, CIBJO’s Jonathan Kendall, president of its marketing and education commission, released a special report ahead of its 2019 Congress highlighting the habits of the next consumer generation.

Here are eight insights to keep in mind.

1. Social media is a vital part of their lives.

This isn’t news to anyone and yet it’s one of the most important generation characteristics because it affects so much of their behavior.

It allows them to stay in touch with the global community in ways no other generation before them has been able to and also allows them to compare products, experiences and opinions.

Their travel plans are also heavily influenced by social media, with images, links to cool places to stay and sights to see having a major effect on where they go on vacation. They’re also spontaneous in their planning, booking usually no more than three months prior to travel.

The opportunity in this space for jewelers is great, Kendall argues, if product and messaging across social channels meets their aspirations and desires for unique experiences and authenticity, offering a limitless potential client base.

2. They want careers that will change the world.

Research shows that 40 percent of this demographic want to become entrepreneurs, with about half of those saying they want to invent something “revolutionary.”

This means, Kendall says in the report, that there exists an opportunity for the industry to support budding entrepreneurs by providing social entrepreneurship programs that offer mentorships, networking or community support.

“We need to encourage younger people to excel and, in doing so, bring into our ranks the new talent which is vital to a vibrant future,” he says.

3. Their No. 1 concern is the environment.

As such, secondhand shopping fully aligns with the beliefs of the sustainably-minded Gen Z, allowing them to keep up with

trends while also shopping responsibly.

In fact, one in three members of the demographic expect to buy secondhand clothes, shoes or accessories, which is up 46 percent from the amount reported in 2017. This helps explain the popularity of sites like Poshmark and Depop.

The popularity of the sector is expected to push the re-sale category to $51 billion by 2023.

The jewelry industry is in a good position to benefit from this market, Kendall says, but notes that it needs to find a new way to market to best speak to this consumer group and find ways to rework old pieces into exciting new jewelry.

“This is no longer about cheap-looking secondhand pawn shops,” he states. “This is about a proud new marketing message from leading jewelers, stating that many of their fabulously designed new products incorporate secondhand elements.”

4. They want to look authentic.

Gen Z wants to achieve a retro style, but they want to do it by buying products that actually come from eras past, Kendall notes.

So, jewelers and brands should consider collaborating with vintage brands to create retro products with a modern feel and be sure to tell the story authentically, or seek out actual vintage jewelry items and offer them at stores alongside new merchandise.

5. They’re a gender-aware and gender-diverse population.

According to a Pew Research Center study conducted this year, about 35 percent of Gen Z said they know someone who prefers for others to use gender-neutral pronouns when referring to them.

Members of this generation don’t want to be classified; they want to be fluid.

What’s more, gender neutral products, campaigns and spokespeople are becoming much more commonplace.

The jewelry industry needs to adapt to this thinking as well and be able to step back from men’s jewelry and women’s jewelry to think along gender-fluid lines, Kendall says in his report.

6. They also want to celebrate diversity and imperfection.

Gen Z wants the visual media it sees to reflect the diverse and varied world around them; authenticity and inclusivity need to be carried throughout marketing.

This is true especially when it comes to the models and people featured in ads—they want to see people of different colors, physical features, ages and styles. It’s also important to note: not only do the models not need to be perfect, they shouldn’t be. Gen Z wants to celebrate imperfections and will see campaigns championin this idea as authentic.

7. They rely heavily on word of mouth.

Members of Gen Z prefer recommendations from people they trust, like family and friends.

More than 80 percent of Gen Z customers read reviews before they buy products. Among Gen Z women, about 21 percent read more than 10 reviews before purchasing.

There’s a huge opportunity for jewelry here in getting the demographic group to talk about their experiences to others to build trust in a business.

8. They’re financially savvy—and wary.

Seeing the impact that debt has had on their parents’ generation, Gen Z is wary of buying on credit; they’re more likely to save up for a piece of jewelry and buy when they’re ready than to put it on a credit card.

This means jewelers shouldn’t rely on financing deals to entice younger consumers to buy.

With that noted, they are prepared to splurge; it just has to be worth it for them. The more value added the better, whether that comes from its perceived social value or the environmental responsibility behind it.

Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

The Latest

Representatives of India’s Gem and Jewellery Export Promotion Council and Indian government leaders
Policies & IssuesSep 24, 2025
Tariffs Throw Diamond Trade Into Disarray

The 50 percent tariffs on diamonds shipped from India to the U.S. have pushed midstream manufacturers to the edge.

Father’s Day diamond advertisement that ran in India
SourcingSep 24, 2025
De Beers Adopts New Strategies to Drive Natural Diamond Demand in India

De Beers’ refreshed, multipronged approach, which includes generic promotions and retail partnerships, is delivering positive dividends.

Policies & IssuesSep 24, 2025
For Jewelry Manufacturers, Higher Tariffs Create Long-Term Worries

They are trying to balance the need to sustain well-established relationships with the pressure higher tariffs have put on margins.

reDollar-fine-jewelry-department.jpg
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment Program

With their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.

Guest lecture for people with disabilities at the Jewelex factory
SourcingSep 24, 2025
A Helping Hand: An Effort to Boost Inclusivity in the Industry

Jewelry manufacturer Jewelex has partnered with JOSH, an industry training center, on a program for people with disabilities.

Weekly QuizSep 19, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Greenwich St. Jewelers Estate Capsule Campaign
CollectionsSep 24, 2025
Greenwich St. Jewelers Goes Back in Time With First Estate Collection

The collection includes pieces dating back to the Victorian and Art Deco periods as well as mid-century and late 20th-century designs.

Marcus ter Haar
Policies & IssuesSep 24, 2025
Diamonds Do Good Names Marcus ter Haar as President-Elect

He previously served as co-chair of the nonprofit’s beneficiary committee.

japac-btyb.png
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key Issues

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

Jane Goodall Brilliant Earth campaign
CollectionsSep 24, 2025
Brilliant Earth’s New Jane Goodall Collection Calls for Peace

Its second collaboration with the conservationist features jewelry with dove and olive branch motifs.

SRK Kriam Pharma
SourcingSep 24, 2025
SRK Launches Kriam Pharma

The diamond manufacturer’s new company will provide accessible and affordable high-quality medicines across India.

Emmanuel Raheb, CEO of Smart Age Solutions and National Jeweler columnist
ColumnistsSep 23, 2025
Quiet Luxury: What Fall’s Top Trend Means for Jewelers

Emmanuel Raheb shares tips on how a jeweler’s showcases, marketing, and social media presence can whisper, instead of shout.

Claire’s storefront
MajorsSep 23, 2025
Ames Watson Completes $140M Acquisition of Claire’s

The private equity firm has a plan to revive the mall staple.

Super Smalls Super Book of Gems, Maria Dueñas Jacobs, and Bianca Gottesman
SourcingSep 23, 2025
Super Smalls’ New Book Introduces Kids to Gems, Fine Jewelry

The “Super Book of Gems” dives into the Mohs Hardness Scale, the Four C’s, and designs from jewelers like Cartier and Bulgari.

Mattioli CEO Claudio Pasta
MajorsSep 23, 2025
Mattioli Names Kering Exec as New CEO

Claudio Pasta will take the lead at the Italian fine jewelry brand, succeeding company founder Licia Mattioli.

Monique Lhuillier fashion jewelry Kay
CollectionsSep 23, 2025
Monique Lhuillier Adds Fashion Jewelry to Kay Jewelers Line

The new lab-grown diamond jewelry offering is the latest expansion of the designer’s “Bliss” collection.

Rio Tinto tender
SourcingSep 22, 2025
Rio Tinto Announces Final ‘Beyond Rare’ Tender

The miner is honoring the end of an era with an offering of 52 lots from the now-closed Argyle and the soon-to-close Diavik mines.

Vibhor and Alor logos
MajorsSep 22, 2025
Jewelry Manufacturer Vibhor Acquires Alor

The California-based fine jewelry brand will retain its identity post-acquisition, with new collections launching next year.

Gurhan Crown Gold Aquamarine Peacock
CollectionsSep 22, 2025
Gurhan's Collection is an 'Untamed' Zoo

The “Untamed” collection centers on carved gemstone jewelry depicting a range of animals embodying one of the four elemental forces.

Community for Ethical Jewelry logo
Policies & IssuesSep 22, 2025
Ethical Metalsmiths Has a New Name

Founded in 2004, the organization is now called the Community for Ethical Jewelry.

Madison Keys
EditorsSep 19, 2025
These Female Athletes Had the Best Jewelry of the Summer

From Coco Gauff’s hoops to Madison Keys’ diamond medallion, these are Senior Editor Lenore Fedow’s standout jewelry looks of the season.

Vanessa Fernández Studio Curva Wrap Hoops
CollectionsSep 19, 2025
Piece of the Week: Vanessa Fernández Studio’s ‘Curva’ Wrap Hoops

The trendy earrings feature asymmetrical drops, one with a grossular garnet and the other with a diamond.

Graphic for A Step-by-Step Guide to Using TikTok and Instagram Reels webinar
Recorded WebinarsSep 19, 2025
Watch: A Step-by-Step Guide to Using TikTok and Instagram Reels

Four social media marketing experts discuss their go-to methods and favorite tools for making high-quality short-form video content.

agta-sb-0925.png
Supplier BulletinSep 18, 2025
Will Your Design Define 2026? Enter The Spectrum & Cutting Edge Awards

Sponsored by American Gem Trade Association

Pandora distribution facility Maryland rendering
MajorsSep 18, 2025
Pandora to Open New Distribution Center in Maryland

The jewelry giant will relocate its existing facility to a larger space in Anne Arundel.

Garçon New York Campaign Imagery
CollectionsSep 18, 2025
Ashley Zhang Launches Garçon New York

The designer, who is the creative force behind her namesake brand, has now started a new mini line focusing on chains for fathers and sons.

Swiss Gemmological Institute SSEF
SourcingSep 18, 2025
SSEF Opens Applications for 2 Gemology Education Scholarships

The awards include tuition for a course at the Swiss lab, economy flights, and hotel accommodation.

Hill & Co. AI Strategy Graphic
TechnologySep 18, 2025
Hill & Co. Launches AI Strategy Program

The 21-day program was designed to help jewelry retailers identify opportunities and eliminate inefficiencies with AI.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy