Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
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
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
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning CenterThe free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.
