CrimeSep 10, 2026
FBI Offers $50K Reward for ‘Most Wanted’ Fugitive in $1M Jewelry HeistAlberto Perez-Elias is one of four men charged in the armed robbery of a Cape Coral, Florida, jewelry store and remains at large.
OtherApr 22, 2015
The ‘different schema’ of the millennial shopper
Understanding how millennials work can help retailers reach them, and one seminar at AGS Conclave 2015 helped to identify just who these consumers are.
New Orleans--Understanding how millennials work can help retailers reach them, and one seminar at the American Gem Society’s Conclave 2015 helped to identify just who these consumers are.
Jeff Fromm of FutureCast presented “Marketing to Millennials” at Conclave on Wednesday, outlining seven millennial “truths” and guiding retailers on how to market and capture the unique and informed generation.
Fromm began with the stats on millennials, typically identified as those born between the early 1980s and the early 2000s. This generation makes up roughly 25 percent of the population, and 6 million have an income of more than $100,000 a year.
“Millennials have a different schema,” Fromm said. “It’s not linear like it used to be; school, job, marriage, house, family. They’ll do those things, but not necessarily in that order.”
Millennials also get more excited about brands that are “cool,” and driving their love is a brand’s uniqueness, meaningfulness, innovation and authenticity.
Fromm also identified eight “truths” of Millennials, to better help retailers understand how they experience brands and perceive information.
1. Millennials are “pro-sumer” or consumer partners. Many consumers are passive but millennials are not. They want to be involved with a brand.
2. Millennials look for brands that provide experiences and adventures. Social culture is a big opportunity with this generation.
3. Millennials believe in brands that believe in ideas. With millennials, it’s about them, not the brand. Their mindset is, “I’m going to change the word, are you going to help me?”
4. We’re in this together, for now. Millennials want to co-create and be involved. This journey starts long before a retail store and ends long after, Fromm said. Think of the journey from their point of view; sharing, discovering and exploring is part of their social culture.
5. Millennials see authenticity through transparency. Millennials grew up in a world where privacy isn’t part of the equation, so they’re willing to trade a lot of private information. Retailers need to make the trade with them and provide more customized and personalized products and experiences.
6. Say what you want, but you’ll have to prove it. Take your brand from storytelling to “story living”--it’s the actions you take that will define your brand. Taking bold actions will drive more engagement.
7. Your story may be interesting but if it doesn’t add to mine, it will never be “ours.” Engineer opportunities into your brand’s
journey for more sharing and energy.
8. Always be innovating, because millennials are. The most innovative companies get brand halos--think Facebook, YouTube and Apple. Choose a platform to innovate on--Fromm suggested Pinterest--and see changes.
“Millennials are looking for efficiencies,” Fromm said. “They love brands that make life easier for them; Airbnb, Uber, Craigslist. Efficiencies do not go unnoticed; small changes get picked up.”
He suggested retailers ask themselves the following questions to better identify their brand and serve millennials: What is your brand authority? What are your big, unmet consumer needs? How are you creating uniqueness? Will you co-create meaningfulness?
And, what is the opportunity for disruptive innovation? Fromm said retailers should ask themselves how their store can be wildly different from the store down the street.
AGS Conclave, which is taking place in New Orleans this year, continues through Saturday.
8. Always be innovating, because millennials are. The most innovative companies get brand halos--think Facebook, YouTube and Apple. Choose a platform to innovate on--Fromm suggested Pinterest--and see changes.
“Millennials are looking for efficiencies,” Fromm said. “They love brands that make life easier for them; Airbnb, Uber, Craigslist. Efficiencies do not go unnoticed; small changes get picked up.”
He suggested retailers ask themselves the following questions to better identify their brand and serve millennials: What is your brand authority? What are your big, unmet consumer needs? How are you creating uniqueness? Will you co-create meaningfulness?
And, what is the opportunity for disruptive innovation? Fromm said retailers should ask themselves how their store can be wildly different from the store down the street.
AGS Conclave, which is taking place in New Orleans this year, continues through Saturday.
More on Other
The Latest
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
AuctionsSep 10, 2026
Massive Matched Pair of Paraíba Tourmalines Head to Sotheby’sThe “Kat Florence Luminas” will be offered together as one lot and could fetch up to $637,000.
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.
SourcingSep 10, 2026
AGTA Announces 4 Newly Elected DirectorsFour directors were elected to the AGTA board and will serve three-year terms beginning in February.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsSep 10, 2026
Former Sotheby’s, Christie’s Exec Appointed CEO of Julien’s Auctions Ken Citron joins the celebrity memorabilia-focused auction house ahead of its first week-long series of events in Abu Dhabi.
FinancialsSep 09, 2026
Signet Jewelers to ‘Double Down’ on Blue Nile Amid Strong SalesThe jewelry retailer said it sees opportunity at higher price points, particularly in natural diamonds for bridal and fashion.
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.
IndependentsSep 09, 2026
Sarah Leonard Fine Jewelers Closes After Nearly 80 YearsThe Los Angeles-based, family-owned jeweler was founded by Lenny and Sunny Friedman in 1946.
SourcingSep 09, 2026
Fura Gems Notes ‘Remarkable’ Interest in Larger Rubies at Latest SaleThe auction, held in Bangkok, was 96 percent sold by lot, with nearly 411,000 carats of Mozambiquan rubies sold.
MajorsSep 09, 2026
Stuller’s Latest Catalog Includes Its New Demi-Fine CollectionFine Jewelry 2027-2028 has more than 900 new styles, including silver, gold-filled, gold-plated sterling silver, and vermeil jewelry.
Policies & IssuesSep 09, 2026
8 Key Changes the FTC Made to the Jewelry Guides: A Refresher Learn more about the new terms for lab-grown diamonds and composite gemstones, and the major changes in store for precious metals jewelry.
IndependentsSep 08, 2026
Ricky Bromberg, Longtime President of Bromberg & Co., Dies at 67 Bromberg is remembered as a Southern gentleman who always wore a suit and tie and treated others with kindness.
TrendsSep 08, 2026
Amanda’s Style File: A Hot Take on September’s Birthstone With high durability and a wide range of colors to choose from, sapphires may be the ultimate birthstone, Gizzi claims.
ColumnistsSep 08, 2026
Peter Smith: Humor Is No Laughing MatterLaughter is often considered a distraction in the workplace, but it has benefits for both staff and management, Peter Smith writes.
MajorsSep 08, 2026
Former Tiffany & Co. Exec Joins Exemplar Luxury GroupGretchen Koback Pursel is the new chief people officer at the company formerly known as Saks Global.
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
