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 & AwardsMar 07, 2017
The Cultural Forces Influencing Today’s Consumers
The shrinking middle class and our more casual society were among the topics covered at Tom LaForge’s keynote speech at the Atlanta Jewelry Show.
Atlanta--A former Coca-Cola executive delivered both good news and bad news in his keynote speech at the Atlanta Jewelry Show over the weekend.
The good news: There is a desire among consumers today to shop at small retailers with trust in big companies on the decline. The bad (though not surprising) news: There are a number of cultural and economic factors working against jewelers today.
Tom LaForge, who delivered the Sunday morning keynote, is the founder of a company called MacroForces Inc.
He used to be the global director of Atlanta-based The Coca-Cola Company’s Human and Cultural Insights Department, where he worked to shore up trust in the company among consumers.
During his presentation, LaForge said that big businesses like Coca-Cola currently are among the least trusted institutions in the United States. (In fact, according to the survey he presented, the only entity trusted less is Congress.)
“There is a movement within this country to get to local and community-based businesses,” LaForge said.
But in order to take advantage, jewelers have to understand the business, economic and cultural forces at work in America today and how to navigate them.
None of the forces LaForge listed should come as a surprise to anybody.
Instead, we are surrounding ourselves with people who share the same views and, thus, falsely believing that the majority of people think like we do.
“We are more different than we realize,” he said. “There are a lot more people not like you than you thought.”
Retailers need to keep this in mind, LaForge said. They need to understand that, for example, not everybody is going to react the same way to an advertisement for wedding jewelry featuring two brides and, therefore, they might want to find a more subtle way to market to same-sex couples (which he highly recommends doing).
He also addressed the confluence of economic and cultural factors that have led to a decline in demand for jewelry--the shrinking of the middle class, millennials who are burdened with college debt, a desire for experiences and electronics over other items and a more casual way of dressing.
For jewelers, it is a far cry from the halcyon days of the 1950s, the post-war period when disposable income
Editors' Picks
Sponsored by
flowed freely and people regularly dressed up for formal dinners, he said.
While nobody can turn back time, there are things jewelers can do to help make themselves more relevant and appealing to today’s consumers.
LaForge said the best brands and retailers today are those that are not just functional and emotional but also have a social message, conveying a sense that they want to make the world a better place.
{youtube} litXW91UauE{/youtube}
This six-minute sketch from Dove’s “Real Beauty” campaign is called “You’re More Beautiful Than You Think.”
He pointed to Unilever-owned Dove and the brand’s “Real Beauty” campaign as an example. The campaign isn’t just about selling more body wash and soap, but getting across the message that the company wants to improve the self-esteem of women and girls.
LaForge also addressed the importance of relationships today--getting to know and understand customers by simply starting conversations with them. The internet cannot relay that sense of commitment and relationships that consumers seek, and that is the physical store’s key advantage today.
“You’ve got to learn to leverage that,” LaForge said.
In his presentation, LaForge mentioned a number of books that he recommended jewelers read to better under the business, cultural and economic forces at work today.
They included the following.
--“You Are a Badass: How to Stop Doubting Your Greatness and Start Living an Awesome Life,” by Jen Sincero
--“To Sell is Human: The Surprising Truth About Moving Others,” by Daniel Pink
--“Hillbilly Elegy: A Memoir of a Family and Culture in Crisis,” by J.D. Vance
--“White Trash: The 400-Year Untold History of Class in America,” by Nancy Isenberg
--“A Slice of the Pie: How to Build a Big Little Business,” by Nick Sarillo
--“The Righteous Mind: Why Good People are Divided by Politics and Religion,” by Jonathan Haidt
While nobody can turn back time, there are things jewelers can do to help make themselves more relevant and appealing to today’s consumers.
LaForge said the best brands and retailers today are those that are not just functional and emotional but also have a social message, conveying a sense that they want to make the world a better place.
{youtube} litXW91UauE{/youtube}
This six-minute sketch from Dove’s “Real Beauty” campaign is called “You’re More Beautiful Than You Think.”
He pointed to Unilever-owned Dove and the brand’s “Real Beauty” campaign as an example. The campaign isn’t just about selling more body wash and soap, but getting across the message that the company wants to improve the self-esteem of women and girls.
LaForge also addressed the importance of relationships today--getting to know and understand customers by simply starting conversations with them. The internet cannot relay that sense of commitment and relationships that consumers seek, and that is the physical store’s key advantage today.
“You’ve got to learn to leverage that,” LaForge said.
In his presentation, LaForge mentioned a number of books that he recommended jewelers read to better under the business, cultural and economic forces at work today.
They included the following.
--“You Are a Badass: How to Stop Doubting Your Greatness and Start Living an Awesome Life,” by Jen Sincero
--“To Sell is Human: The Surprising Truth About Moving Others,” by Daniel Pink
--“Hillbilly Elegy: A Memoir of a Family and Culture in Crisis,” by J.D. Vance
--“White Trash: The 400-Year Untold History of Class in America,” by Nancy Isenberg
--“A Slice of the Pie: How to Build a Big Little Business,” by Nick Sarillo
--“The Righteous Mind: Why Good People are Divided by Politics and Religion,” by Jonathan Haidt
More on Events & Awards
The Latest
IndependentsAug 14, 2026
Smyth Jewelers to Open Fourth LocationThe family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.
CrimeAug 14, 2026
Wife of Man Convicted in Jeweler’s Murder Sentenced for Conspiracy Amanda Ileana Hernandez is married to Carlos Hernandez, one of two men in prison for the 2024 murder of Michigan jeweler Hussein Murray.
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.
TrendsAug 14, 2026
Paul Morelli’s Latest ‘Wavey Vine’ Earrings Embrace ColorThe reimagined jewel, our Piece of the Week, trades the diamonds in the original 1998 design for blue, pink, yellow, and green sapphires.
Weekly QuizAug 13, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinAug 13, 2026
Your Piece Could Be the One Editors Talk AboutSponsored by American Gem Trade Association
FinancialsAug 13, 2026
Pandora’s ‘Talisman’ Collection Shines, Lab-Grown Diamond Sales FallIn the United States, second-quarter sales were flat amid soft consumer sentiment and lower in-store traffic.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
AuctionsAug 13, 2026
This Gold Cadbury ‘Conundrum’ Egg Set a World Auction RecordThe 22-karat gold egg, sold at Batemans Auctioneers in the U.K., was part of a 1980s treasure hunt ad campaign for Cadbury Creme Eggs.
SourcingAug 13, 2026
2,488-Carat Diamond, Largest Found in Botswana, Has a New Owner Lucara Diamond Corp., which recovered the “Motswedi” diamond from the Karowe mine, sold the stone for an undisclosed amount.
CollectionsAug 13, 2026
John Hardy Infuses ‘Icon,’ ‘Heishi’ Collections with ColorThe expanded collections now feature hand-cut gemstones like topaz, tanzanite, chrysoprase, chalcedony, smoky quartz, and fire opal.
Lab-GrownAug 13, 2026
Jean Dousset Opens Third StoreThe lab-grown diamond jewelry brand’s newest boutique is in Westfield Valley Fair in Santa Clara, California.
SourcingAug 12, 2026
Eshed-Gemstar on the Painstaking Process of Cutting ‘The Legacy Emerald’The gemstone supplier and manufacturer acquired the remarkable 104-gram Zambian emerald at Gemfields’ auction in May.
CrimeAug 12, 2026
Elderly NYC Woman Targeted in Jewelry Swap SchemeTwo suspects offered to trade the woman a “winning” lottery ticket for her jewelry.
SourcingAug 12, 2026
Another Diamond Mine Poised to CloseFinsch has been in business rescue since May, and owner Petra Diamonds said it sees no viable path forward for the mine.
CrimeAug 12, 2026
Jewelry Store Employee Gets 20 Years to Life in Choking Death of BossMichel Patrick DeSalles was sentenced after pleading guilty to the 2017 murder of Omid Gholian, who owned a jewelry store in Manhattan.
MajorsAug 12, 2026
Frederick Goldman Names New SVP of SalesLongtime industry executive Beth Miller has taken on the role.
AuctionsAug 11, 2026
Verdura Unicorn Brooch With Royal Connection Up for Auction The brooch was owned by Virginia Fortune Ryan Ogilvy, who served as a lady of the bedchamber to Queen Elizabeth II for nearly 50 years.
MajorsAug 11, 2026
Signet Jewelers Selects Mattel Exec to Lead Zales, BanterJamie Cygielman will take on the role on Aug. 24.
IndependentsAug 11, 2026
Polly’s Fine Jewelry Co-Owner Richard Moore Dies at 69Moore, Polly’s husband, is remembered as a family man with an easygoing spirit and a love for sports and the outdoors.
ColumnistsAug 11, 2026
Creative Connecting: How to Sell Colored Gemstones to Gen ZDuvall O’Steen and Jen Cullen Williams share the best ways to display, present, and explain colored gemstones to younger customers.
Events & AwardsAug 11, 2026
NAJA Announces Lineup For 2026 Fall Virtual ConferenceThe mid-year conference for jewelry and watch appraisers will take place Sept. 5-6 on Zoom.
TechnologyAug 10, 2026
Colorado Jeweler Launches Customization Tool He Built HimselfHonest Hands Ring Co. Founder Benjamin Bosworth shared his thoughts on jewelry technology and why AI can never replace the human element.
MajorsAug 10, 2026
QVC Exits Chapter 11 Bankruptcy, Names New Interim CEOQVC Group President and CEO David Rawlinson is temporarily being replaced by a familiar face, former QVC CEO Mike George.
CollectionsAug 10, 2026
State Property Puts a Ripple in the ‘The Voyager’ CollectionThe brand also added two one-of-a-kind brown diamond pieces to the “Sanssouci” series of its “Gardens” collection.
MajorsAug 10, 2026
And IJO’s 2026 Vendor of the Year Is … Ostbye took home top vendor honors at the Independent Jewelers Organization’s show, held last month in Kentucky.
Supplier BulletinAug 07, 2026
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsSponsored by Stratus Estate Buyers
