IndependentsSep 29, 2026
Christy Bromberg, Longtime Gift Buyer for Underwood Jewelers, Dies at 68She is remembered for her joie de vivre, upbeat personality, genuine interest in other people, and love of the Alabama Crimson Tide.
Events & AwardsApr 06, 2017
These Are the New Sales Rules to Live By
Live from Conclave, millennial marketing expert Jeff Fromm sets out the new rules for retailers to follow in the digital age.
Live from Conclave, Jeff Fromm, president of consumer trends consultancy Futurecast, set out the new sales rules for retailers to follow in the digital age.
Los Angeles--Retailers have heard a thing or two about selling according to generation demographics.
They’ve heard about “midults.” They’ve heard about Generation Z. And they’ve probably heard enough about millennials to write a book about them.
But Jeff Fromm, president of consumer trends consultancy Futurecast, is the man who actually has written books on the topic: he’s the co-author of “Marketing to Millennials” and “Millennials with Kids.”
At the American Gem Society’s Conclave education conference, going on now in Los Angeles, Fromm laid out new sales rules for retailers to follow that were far from the typically espoused millennial marketing wisdom.
These rules also apply to an ever-evolving baby boomer customer and beyond.
Here are some of the highlights.
The New ABCs of Sales
Retail jewelers have probably been taught to “always be closing,” but today, Fromm explained, they need to “always be collaborating.”
“It means you’re going to have to be more useful and less pushy,” Fromm said.
Millennial consumers are inherently wary of a sales pitch. They’re digitally savvy and tuned in. They’re “prosumers” rather than consumers, exposed to and capable of processing large amounts of information.
So if a salesperson acts in the role of a trusted advisor, imparting their specific jewelry expertise and making suggestions, rather than someone making a sale, they can create a loyal relationship.
This can be achieved by foregoing rote sales questions like “What is your budget?” and instead, making suggestions and learning about the customer’s needs.
Today’s shoppers already know how to compare prices and work within their own budgets. Retailers should focus on collaborating with their clients and becoming a trusted source of knowledge.
Put the Millennial Focus on Employees
Traditionally in sales, the customer always comes first. But Fromm suggested that to understand a millennial customer, store owners should pay attention to their millennial employees.
“Many of them, in addition to compensation, not in lieu (of), want to work for a brand where their values align with the brand’s values,” he said.
This speaks to the importance of passion in the work place. Millennials want to work with companies they believe in, whether that’s due to an enthusiasm for the product being sold, an emphasis on work/life balance or even the way a company gives back.
The important thing is to understand what your millennial employee wants and what they value, thereby helping stores understand how to connect with their consumer cohort.
“You
Editors' Picks
Sponsored by
can’t win with millennial consumers if you can’t win with millennial employees,” Fromm explained. “You have to meet them halfway, because your rules and their rules are not the same.”
Don’t Treat Others As You Want To Be Treated
Instead, treat others as they want to be treated, he said.
“Empathy is at the core of it.”
A salesperson should understand the various emotions, including fear and anxiety, that come with purchasing fine jewelry.
The key is to identify a customer’s need state--or, why they’re shopping--whether that’s for an occasion like a proposal, a Mother’s Day present, or a self-purchase.
“The consumer has a need state that extends beyond the product you sell,” Fromm said.
Retail has to adapt to what the customer wants and needs, acting on the information a customer shares rather than sticking to a dedicated sales strategy.
“Not everybody wants what you want,” Fromm said.
The Next Step: Identify Influencers
Millennials crave content, and it’s a given that they require various social media channels to interact with a brand or store.
“I think we’ll see very rapidly that best-in-class retailers move to content strategies where they integrate traditional CRM (interactions with customers) with social behavior. We’re talking about who is consuming your content, who is curating your content and who is creating content on behalf of your brand.”
He emphasized that the latter, those who create content--such as Instagramming a product on their personal feed--are the most important consumers to a brand.
The way of the future, he said, is to use a simple algorithm, whether proprietary or from a third party, to identify the “5 percent of customers who not only buy from us, but actually love us and have a social influence” and treat those customers differently.
Don’t Treat Others As You Want To Be Treated
Instead, treat others as they want to be treated, he said.
“Empathy is at the core of it.”
A salesperson should understand the various emotions, including fear and anxiety, that come with purchasing fine jewelry.
The key is to identify a customer’s need state--or, why they’re shopping--whether that’s for an occasion like a proposal, a Mother’s Day present, or a self-purchase.
“The consumer has a need state that extends beyond the product you sell,” Fromm said.
Retail has to adapt to what the customer wants and needs, acting on the information a customer shares rather than sticking to a dedicated sales strategy.
“Not everybody wants what you want,” Fromm said.
The Next Step: Identify Influencers
Millennials crave content, and it’s a given that they require various social media channels to interact with a brand or store.
“I think we’ll see very rapidly that best-in-class retailers move to content strategies where they integrate traditional CRM (interactions with customers) with social behavior. We’re talking about who is consuming your content, who is curating your content and who is creating content on behalf of your brand.”
He emphasized that the latter, those who create content--such as Instagramming a product on their personal feed--are the most important consumers to a brand.
The way of the future, he said, is to use a simple algorithm, whether proprietary or from a third party, to identify the “5 percent of customers who not only buy from us, but actually love us and have a social influence” and treat those customers differently.
More on Events & Awards
The Latest
AuctionsSep 29, 2026
Dionne Warwick’s Jewelry Goes Up for AuctionOnline bidding is open now for Julien’s sale of items owned by the “Walk On By” singer, whose final album comes out this fall.
ColumnistsSep 29, 2026
Your Holiday Marketing Has a Bridal Blind SpotDecember is the most popular month to propose, and jewelers need to keep that in mind when planning their holiday marketing.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
AuctionsSep 29, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s collection of cat jewelry and other objects is going up for auction Wednesday.
Weekly QuizSep 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsSep 28, 2026
De Beers London Drops Water-Inspired High Jewelry Collection“Vibrations” features several firsts for De Beers’ high jewelry, including the use of chalcedony and diamonds sourced from artisanal miners.
CollectionsSep 28, 2026
Jessica McCormack Turns to Classic Motif for New CollectionThe “Bows” collection features three interpretations of the bow motif designed with Georgian and Victorian influences.
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.
FinancialsSep 28, 2026
Instappraise, Jewelers Mutual Look to Simplify Jewelry InsuranceThrough a new system integration, customers can now receive instant personal jewelry insurance quotes at the time of appraisal.
WatchesSep 25, 2026
Smaller Rolex Watches Showing Strength on Secondary Market, Data ShowsFive of the 10 fastest-appreciating Rolex models on Bob’s Watches were Datejust 31 or Lady Datejust watches.
MajorsSep 25, 2026
Sherwood Family Buys Back Daniel’s Jewelers from Private EquityThe Sherwood family and AJS Creations CEO Tejas Shah purchased the jewelry chain back from Palladium Equity Partners.
Lab-GrownSep 25, 2026
Brilliant Earth Collabs with Elizabeth Taylor Estate on Jewelry Collection“The Elizabeth Taylor Collection” uses lab-grown diamonds and gemstones in contemporary designs inspired by the icon.
TrendsSep 25, 2026
A Peek at Taylor Swift’s Game-Day DiamondsThe artist wore Dana Rebecca Designs’ marquise diamond-set gold hoops at the Chiefs game last Sunday. Now they’re our Piece of the Week.
CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
TrendsSep 24, 2026
This New Jewelry Book Decodes the Secret Meaning in Victorian Jewelry“Secret Language of Victorian Jewelry” unveils the meaning behind the symbols, motifs, and gemstones used in Victorian-era jewelry.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
SourcingSep 23, 2026
Organization That Promotes Natural Diamond Rebrands for Third Time The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
MajorsSep 23, 2026
Kay Jewelers’ New Campaign Goes ‘All In’ on LovePart of its brand relaunch, the marketing around the campaign includes a contest involving a jacket set with 550 diamonds.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Texas Jewelers Association to Celebrate 120th AnniversaryThe association will mark the milestone at its convention next month.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
MajorsSep 22, 2026
Foundrae’s Lawsuit Against Pandora Can Continue, Court RulesA federal judge denied Pandora’s motion to dismiss Foundrae’s claim for copyright infringement of its medallions.
