CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
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
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
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ EarringsDesigner Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs Six new retail businesses were selected for the 2025 program, which began in January.
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid UncertaintyThe company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
