MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
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
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
Weekly QuizDec 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
