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.
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 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.
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.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
Weekly QuizDec 11, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
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.
IndependentsDec 11, 2025
Look Inside Day’s Jewelers’ Ninth StoreThe 111-year-old retailer celebrated the opening of its new location in Salem, New Hampshire, which is its third store in the state.
MajorsDec 11, 2025
Americas Gold Releases New Gold Chain CatalogThe new catalog features its most popular chains as well as new styles.
AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
WatchesDec 10, 2025
There’s A New Rolex Boutique in MiamiThe new location in the Design District pays homage to Miami’s Art Deco heritage and its connection to the ocean.
SurveysDec 10, 2025
Consumer Confidence Drops in November Inflations, tariffs, and politics—including the government shutdown—were among consumers’ top concerns last month.
SourcingDec 10, 2025
NAJA Announces Details for 2026 ‘Ace It’ Winter Conference“Longtime favorite” presenters, as well as first-time speakers, will lead talks and workshops at the annual event in Tucson next year.
Events & AwardsDec 10, 2025
MJSA Names 2025 Responsible Design Challenge WinnerSilas Smith of Meridian Metalworks won the challenge with his pendant that blends Australian and American landscapes.
AuctionsDec 09, 2025
‘Desert Rose’ Diamond Sells for $8.8M in Abu DhabiThe sale of the 31.68-carat, sunset-hued stone was part of Sotheby’s first series of events and auctions in Abu Dhabi.
ColumnistsDec 09, 2025
Holiday Sales Happen in December, Most Decisions Don’tMost customers who walk into your store this month have made up their minds. Your job is to validate their choice, Emmanuel Raheb writes.
TrendsDec 09, 2025
‘Once Upon a Time,’ Guzema Debuted Its Holiday CollectionThe collection features characters and motifs from Ukrainian folklore, including an enchanted mirror and a magic egg.
TechnologyDec 09, 2025
Gemvision Releases Updated MatrixGoldMatrixGold 3.11, the newest version of the jewelry design program, offers more flexibility, precision, and creative control.
Events & AwardsDec 09, 2025
MJSA Showcase Pavilion Returning to JA New York The pavilion will be part of the 2026 JA New York Spring show, scheduled for March 15 to 17.
MajorsDec 08, 2025
Juell Kadet, a ‘Lifelong Pillar’ of Rogers & Hollands, Dies at 96Kadet, a 1994 National Jeweler Retailer Hall of Fame inductee, helped grow the family-owned retailer in the Chicago area and beyond.
TechnologyDec 08, 2025
You’ve Heard of Smart Watches and Rings; Meet Smart EarringsBilled as the world’s smallest wearable, Lumia Health’s new smart earrings have a health tracker subtly embedded in the back.
TrendsDec 08, 2025
Amanda’s Style File: Celebrating December’s BirthstonesDon’t let those with December birthdays feel blue. Help them celebrate their month with blue zircon, turquoise, and tanzanite.
CollectionsDec 05, 2025
Piece of the Week: Robinson Pelham’s ‘Tsar Star’ EarringsThe new pink sapphire version of the piece dances with its wearer in the brand’s “Icons After Dark” holiday campaign.
TrendsDec 05, 2025
Pantone’s Color of the Year for 2026 Is … WhiteA choice that’s generated a lot of commentary, Pantone says “Cloud Dancer” marks a fresh start and encourages relaxation and creativity.
MajorsDec 05, 2025
Stuller Releases ‘Wrapped in Wonder’ CampaignThe manufacturer’s holiday campaign features a gift guide filled with trending designs and jewelry that can be personalized.
CrimeDec 04, 2025
Man Arrested After Allegedly Swallowing Fabergé Egg PendantThe man was charged with theft, accused of ingesting the necklace while in a jewelry store in Auckland, New Zealand.
