News & Press: Member News

3 Factors for Marketing Your Jewelry Business to the Next Generation

Thursday, September 13, 2018  
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young couple shopping for jewelry

By Jewelers Mutual Insurance Group

The most successful business owners and managers know how to appeal to different target audiences. If you aren’t familiar with Millennials and Gen Z or how to sell to them, it’s time your jewelry business’s marketing strategy started to focus on them.

According to Jeff Fromm, president of FutureCast, a marketing consultancy agency, to successfully market to the next generation of jewelry consumers, you need to be three things— authentic, meaningful and unique.

Jewelers Mutual Insurance Group can help you with all three. They offer several premium jeweler programs to support jewelry business owners in enhancing the overall customer experience.

Be authentic.

The next generation of consumers are digital natives and have grown up seeing everything a brand does, including negative PR and poor customer service. To gain the trust of your new consumer-base, you need to be authentic.

Be in business for more than just the sale. Include consumers in conversations and ask them for their opinions.

If they leave feedback for you on social media or have questions about your business, respond and be honest! Once you embrace authenticity and transparency, you’ll find that consumers may end up doing your marketing for you through personal recommendations and word-of-mouth on social media and review sites.

Be meaningful.

You may have 10,000 likes on your Facebook page, but that doesn’t mean much nowadays. Consumers would rather have a meaningful experience they can remember and share with others.

Brands that create purpose are what the next generation consumer is looking for. The same is true for hiring outstanding employees. If your staff is excited about your business or products, chances are they will share that experience and in turn bring in more customers.

Here are three ways to be a meaningful business.

  • Provide an excellent product at a fair price
  • Offer a compelling shopping experience
  • Give back to your community -- find your purpose beyond selling jewelry

Be unique.

According to, being unique is one of the top seven characteristics of a successful brand.

When trying to be unique in your industry, customization and personalization are key. This applies to your products as well your customers’ experience, whether in your store or online. Today’s consumer is willing to pay a small premium for a unique experience.

This doesn’t have to cost a lot of money. Utilize what’s already available to create that experience. For example, encourage customers to bring up their Pinterest page while in your store and show you the style of jewelry they like.

Jewelers Mutual offers several premium jeweler programs to support jewelry business owners in enhancing the overall customer experience by extending service after the sale. These programs are also a great way to build trust with your customers and grow your business. Be meaningful and share the incentives with your employees to get them excited and bring in more business.


Mission Statement

The American Gem Society (AGS) is a nonprofit trade association of fine jewelry professionals dedicated to setting, maintaining and promoting the highest standards of ethical conduct and professional behavior through education, accreditation, recertification of its membership, gemological standards, and gemological research.

The Society is committed to providing educational products to inform and protect the consumer and to contributing to the betterment of the trade by creating industry standards to protect the jewelry-buying public and the fine jewelry industry as a whole.

AGS Laboratories, founded to support the AGS mission, is a nonprofit diamond grading laboratory with a mission of consumer protection. Adhering to the AGS Diamond Grading Standards, AGS Laboratories is dedicated to offering diamond grading reports that provide consistency and accuracy based on science.

American Gem Society