ColumnistsAug 18, 2026
Peter Smith: The IKEA Effect and Bridal Branding In a new column, Peter Smith posits that people actually enjoy putting together IKEA furniture, and the same is true for engagement rings.
EditorsAug 03, 2016
A Millennial’s Take on All the Talk About Her Generation
Arguing that members of her generation aren’t “lazy,” Senior Editor and millennial Brecken Branstrator talks about the need for a new conversation to help recruit this group.
Truth time: I’ve got millennial discussion burn-out.
And apparently I’m not the only one. Ben Smithee gave a millennial-focused presentation at the recent JA New York Summer show called “Enough Already! Why You’re Sick of the Millennial Madness & Why Most of What You Know Is Probably Wrong.”
It’s sort of bizarre being part of a generation that is studied so closely and written about so much. Brands and companies are trying to figure out how to market to this new consumer group to best capture their spending power and are constantly having conversations about habits that, to me, feel so familiar and natural.
But I think more than anything what angers me most is the fact that so many find it easy to generalize and draw conclusions about such a diverse group, and not usually in a good way: We don’t understand this group, so we’re just going to call them lazy and entitled.
At the JA New York Summer show, I sat in on an education session with National Jeweler Editor-in-Chief Michelle Graff and Peter Smith, one of our columnists.
The session was a follow-up to Smith’s article on National Jeweler addressing the future of retail jewelry stores, which is the most-read story on our site so far this year. (Part 2 and a final follow-up also appeared on NationalJeweler.com.)
The Graff-Smith education session was designed as an “idea exchange” to encourage questions and interaction from the audience. It was a hit. The classroom was full and the questions kept coming long after the one-hour time slot passed.
Among many other topics, one of the things that came up was--surprise!--millennials.
In fact, the man sitting right beside me raised his hand and, as part of a discussion about the next generation not wanting to take the reins at family-owned stores, said that many millennials don’t have any interest in the 100-hour, six-day workweeks the generations before them put in and were “lazy.”
Allow me to speak for my generation for a second to say, that last part is just not the case. Are there young people today who may not be hard workers or feel entitled to good jobs without the hard work? Sure. But I think that could be said across all generations.
What’s more, I’d hardly call someone “lazy” just because they don’t want to work 100 hours a week. I certainly don’t want to, and
Editors' Picks
Sponsored by
I like to think of myself as a pretty hard-working person.
This is something that Peter echoed when he said that he believes the “model has changed,” adding that he would be disappointed if his kids, who are millennials, did aspire to work seven days a week. “I would want them to be figuring out ways to do it smarter,” he said.
Most people seem to think that millennials want 50 vacation days a year, a beer cart and ping-pong table in the office, or to somehow be making six figures without a full-time commitment. No.
What we do want is a work/life balance and a job that we find fulfilling. I realize that waiting for said job might seem silly to some in the older generations, but while those companies are busy calling millennials lazy, they’re losing the best workers to companies that are willing to listen.
Michelle also brought up a great point in her response to the “lazy” comment. She said, “This misnomer that the millennials are lazy, I don’t buy that. I think that, for some reason, we’re just not making it interesting for them to come to the jewelry business.”
We all know that one of the biggest problems that plagues the industry is the lack of younger workers. I wrote a story in our fall 2015 digital magazine about that very issue and what organizations and companies are doing to counter-act it.
One of my favorite parts of Peter’s response to the audience member seated beside me was when he pointed out that the industry can and should be looking outside of itself to see how companies are recruiting members of the younger generation.
As opposed to just posting a job listing stating that the position requires X and Y qualifications and X hours, some of the “cooler” companies like Amazon, Google, Zappos and Southwest Airlines also are talking about a higher purpose, continued learning, social concerns and flexibility of schedule. They’re speaking right to the millennial crowd, and they’re getting them.
I know that it’s not an easy problem to solve and I’m not trying to say that it is. It is, however, a problem that can and should be addressed from our side. Just generalizing a whole generation as lazy and entitled isn’t going to do anything. Let’s steer the conversation to a place that’s productive and aims to figure out how this younger crowd can successfully be brought into the industry, to stay.
In the spirit of that JA New York session, I’d love for this to be a conversation and to hear more thoughts on these issues; please share in the comments!
This is something that Peter echoed when he said that he believes the “model has changed,” adding that he would be disappointed if his kids, who are millennials, did aspire to work seven days a week. “I would want them to be figuring out ways to do it smarter,” he said.
Most people seem to think that millennials want 50 vacation days a year, a beer cart and ping-pong table in the office, or to somehow be making six figures without a full-time commitment. No.
What we do want is a work/life balance and a job that we find fulfilling. I realize that waiting for said job might seem silly to some in the older generations, but while those companies are busy calling millennials lazy, they’re losing the best workers to companies that are willing to listen.
Michelle also brought up a great point in her response to the “lazy” comment. She said, “This misnomer that the millennials are lazy, I don’t buy that. I think that, for some reason, we’re just not making it interesting for them to come to the jewelry business.”
We all know that one of the biggest problems that plagues the industry is the lack of younger workers. I wrote a story in our fall 2015 digital magazine about that very issue and what organizations and companies are doing to counter-act it.
One of my favorite parts of Peter’s response to the audience member seated beside me was when he pointed out that the industry can and should be looking outside of itself to see how companies are recruiting members of the younger generation.
As opposed to just posting a job listing stating that the position requires X and Y qualifications and X hours, some of the “cooler” companies like Amazon, Google, Zappos and Southwest Airlines also are talking about a higher purpose, continued learning, social concerns and flexibility of schedule. They’re speaking right to the millennial crowd, and they’re getting them.
I know that it’s not an easy problem to solve and I’m not trying to say that it is. It is, however, a problem that can and should be addressed from our side. Just generalizing a whole generation as lazy and entitled isn’t going to do anything. Let’s steer the conversation to a place that’s productive and aims to figure out how this younger crowd can successfully be brought into the industry, to stay.
In the spirit of that JA New York session, I’d love for this to be a conversation and to hear more thoughts on these issues; please share in the comments!
More on Editors
The Latest
Lab-GrownAug 18, 2026
Ring Concierge, Kendall Jenner Collab on Bridal Earrings GiveawayThe jeweler has partnered with Jenner’s 818 Tequila brand to gift lab-grown diamond studs to a bride-to-be and their bridal party.
Events & AwardsAug 17, 2026
Exhibition on Louis Comfort Tiffany’s Studios to Open at The MetThe exhibition will feature more than 100 drawings of stained-glass lampshades, windows, and more, many created by women and émigrés.
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.
CollectionsAug 17, 2026
Marquise Diamonds Dance in Spinelli Kilcollin’s ‘Wren’ CollectionMarquise-cut diamonds in drop charms are the center of the new collection, reflecting the movement of a dancer in modular styles.
Weekly QuizAug 13, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsAug 17, 2026
There’s a New Jewelry Show Coming to FloridaThe inaugural Fort Lauderdale Jewelry, Antique, & Object Show will be held from Jan. 28 through Feb. 1, 2027.
IndependentsAug 14, 2026
Smyth Jewelers to Open Fourth LocationThe family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
CrimeAug 14, 2026
Wife of Man Convicted in Jeweler’s Murder Sentenced for Conspiracy Amanda Ileana Hernandez is married to Carlos Hernandez, one of two men in prison for the 2024 murder of Michigan jeweler Hussein Murray.
TrendsAug 14, 2026
Paul Morelli’s Latest ‘Wavey Vine’ Earrings Embrace ColorThe reimagined jewel, our Piece of the Week, trades the diamonds in the original 1998 design for blue, pink, yellow, and green sapphires.
Supplier BulletinAug 13, 2026
Your Piece Could Be the One Editors Talk AboutSponsored by American Gem Trade Association
FinancialsAug 13, 2026
Pandora’s ‘Talisman’ Collection Shines, Lab-Grown Diamond Sales FallIn the United States, second-quarter sales were flat amid soft consumer sentiment and lower in-store traffic.
AuctionsAug 13, 2026
This Gold Cadbury ‘Conundrum’ Egg Set a World Auction RecordThe 22-karat gold egg, sold at Batemans Auctioneers in the U.K., was part of a 1980s treasure hunt ad campaign for Cadbury Creme Eggs.
SourcingAug 13, 2026
2,488-Carat Diamond, Largest Found in Botswana, Has a New Owner Lucara Diamond Corp., which recovered the “Motswedi” diamond from the Karowe mine, sold the stone for an undisclosed amount.
CollectionsAug 13, 2026
John Hardy Infuses ‘Icon,’ ‘Heishi’ Collections with ColorThe expanded collections now feature hand-cut gemstones like topaz, tanzanite, chrysoprase, chalcedony, smoky quartz, and fire opal.
Lab-GrownAug 13, 2026
Jean Dousset Opens Third StoreThe lab-grown diamond jewelry brand’s newest boutique is in Westfield Valley Fair in Santa Clara, California.
SourcingAug 12, 2026
Eshed-Gemstar on the Painstaking Process of Cutting ‘The Legacy Emerald’The gemstone supplier and manufacturer acquired the remarkable 104-gram Zambian emerald at Gemfields’ auction in May.
CrimeAug 12, 2026
Elderly NYC Woman Targeted in Jewelry Swap SchemeTwo suspects offered to trade the woman a “winning” lottery ticket for her jewelry.
SourcingAug 12, 2026
Another Diamond Mine Poised to CloseFinsch has been in business rescue since May, and owner Petra Diamonds said it sees no viable path forward for the mine.
CrimeAug 12, 2026
Jewelry Store Employee Gets 20 Years to Life in Choking Death of BossMichel Patrick DeSalles was sentenced after pleading guilty to the 2017 murder of Omid Gholian, who owned a jewelry store in Manhattan.
MajorsAug 12, 2026
Frederick Goldman Names New SVP of SalesLongtime industry executive Beth Miller has taken on the role.
AuctionsAug 11, 2026
Verdura Unicorn Brooch With Royal Connection Up for Auction The brooch was owned by Virginia Fortune Ryan Ogilvy, who served as a lady of the bedchamber to Queen Elizabeth II for nearly 50 years.
MajorsAug 11, 2026
Signet Jewelers Selects Mattel Exec to Lead Zales, BanterJamie Cygielman will take on the role on Aug. 24.
IndependentsAug 11, 2026
Polly’s Fine Jewelry Co-Owner Richard Moore Dies at 69Moore, Polly’s husband, is remembered as a family man with an easygoing spirit and a love for sports and the outdoors.
ColumnistsAug 11, 2026
Creative Connecting: How to Sell Colored Gemstones to Gen ZDuvall O’Steen and Jen Cullen Williams share the best ways to display, present, and explain colored gemstones to younger customers.
Events & AwardsAug 11, 2026
NAJA Announces Lineup For 2026 Fall Virtual ConferenceThe mid-year conference for jewelry and watch appraisers will take place Sept. 5-6 on Zoom.
TechnologyAug 10, 2026
Colorado Jeweler Launches Customization Tool He Built HimselfHonest Hands Ring Co. Founder Benjamin Bosworth shared his thoughts on jewelry technology and why AI can never replace the human element.
