Independents

How to Engage and Sell to Millennials

Brought to you by

How to Engage and Sell to Millennials

Millennials were once feared in the diamond industry, but now this younger generation has become today’s largest diamond buying demographic.

Brought To You By RDI Diamonds


Millennials were once feared in the diamond industry, threatening to make diamond jewelry a thing of the past. Instead this younger generation has become today’s largest diamond buying demographic. 

“Dispelling the myths around millennial buyers is the first step in understanding how to connect with and sell to them,” said Sam Indelicato, Director of Jewelry for RDI Diamonds. 

There’s no shortage of millennial myths in need of dispelling: You’ve heard that millennials only buy online. It’s simply not true. Younger buyers see jewelry as a personal purchase and as many as 95 percent want to make an in-store purchase after relying on the Internet for research and influence. 

Another popular myth is that only men buy diamonds. Guess what? Millennial women are becoming a majority buyer. Seventy-three percent buy for themselves and many choose their own engagement ring or heavily influence the monumental purchase.

As a family-owned jeweler, you have an opportunity to widen your audience to include what is likely the most diversely represented and inclusive purchasers to date, millennials. 

Start by knowing what’s important to them. Younger buyers aren’t looking for bargains, but rather want to make authentic, meaningful purchases from a knowledgeable, trustworthy seller. Eighty-six percent are drawn to brand names and choose those that represent their values and ethics. Ensure that your voice and advertising reflect those values and provide a warm welcome by showing diversity and genuine inclusivity.

“When you create a genuine brand that showcases your strengths and shares your buyers’ values, it’s kismet,” said Indelicato. “Your brand will knock it out of the park, delivering exactly what your buyer seeks.” 

Becoming a Rare & Forever authorized jeweler can empower you to showcase values you can be proud of and provide transparency around the products you offer. Rare & Forever diamonds are natural diamonds that are ethically-sourced and hand-selected for their highest quality and consistency. They are screened for brilliance and exclusively graded with cutting-edge proprietary technology. Rare & Forever diamonds, including finished bridal and fashion jewelry lines, are available only through authorized jewelers, guaranteeing your customers superior quality, integrity and service that only a business like yours can provide.






The Latest

CrimeMay 18, 2021
Police Searching for 2 Suspects in Armed Robbery of GA Jewelry Store

A third suspect, who was shot during the robbery, has been arrested and charged.

CollectionsMay 18, 2021
New York Isn’t Over, According to the Yurmans

David Yurman’s latest collection is a tribute to a New York City landmark.

Events & AwardsMay 18, 2021
Registration Is Open for JA National Convention

The third annual Jewelers of America National Convention will be held virtually July 19-20.

Brought to you by
How to Engage and Sell to Millennials

Millennials were once feared in the diamond industry, but now this younger generation has become today’s largest diamond buying demographic.

ColumnistsMay 18, 2021
Creative Connecting: Why Jewelers Should Be More Active on YouTube

A strong following on YouTube can boost online visibility and trust in your store’s staff, Duvall O’Steen and Jen Cullen Williams write.

Weekly QuizMay 14, 2021
This Week's Quiz
Test your knowledge of jewelry news from the week of May 10-14, 2021.
Take the Quiz
MajorsMay 17, 2021
Pandora’s Head of North America Steps Down

Sid Keswani has left the jewelry company to become president of lifestyle company Centric Brands.

TechnologyMay 17, 2021
JCK Launches Online B2B Jewelry Marketplace

“Jewelers Source by JCK” will help qualified buyers find new clients and conduct virtual meetings all year round.

Brought to you by
A New Golden Age

Gold has had its share of ups and downs over the last 5 decades. Here’s why the metal is having another big comeback.

MajorsMay 17, 2021
Borsheims Promotes 3 on Sales Management Team

It shows the Nebraska jeweler’s new cross-department emphasis.

×