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

Events & AwardsDec 03, 2021
JA New York's Spring Show to Return in 2022

The New Designer Gallery will also make its comeback.

Events & AwardsDec 03, 2021
Gary Roskin Will Receive the 2022 Bonanno Award

Roskin heads the International Colored Gemstone Association, and is a graduate gemologist, author, journalist, and diamond grading expert.

Policies & IssuesDec 03, 2021
Alliance for Responsible Mining Names New Executive Director

Gina D’Amato joins with more than 15 years of experience in sustainable development.

Brought to you by
Train Your Staff Today with Interactive eLearning

Join the prestigious brands, industry organizations and sellers using IGI’s educational services.

CollectionsDec 03, 2021
Piece of the Week: Angely Martinez’s Island Bar Ring

The designer’s memories of beach trips and nature in the Dominican Republic inspired her new opal and pearl collection, “Aqualescence.”

Weekly QuizDec 02, 2021
This Week's Quiz
Test your knowledge of jewelry news from the week of Nov. 29-Dec. 3, 2021.
Take the Quiz
FinancialsDec 02, 2021
Signet Raises Guidance Again, Expands Selection of Lab-Grown Diamonds

Its additions include an exclusive lab-grown diamond cut for Zales’ “Vera Wang True” line and a lab-grown option for Kay’s “Leo” cut.

TrendsDec 02, 2021
A New Book on Lover’s Eyes Jewelry Is Out Now

“Lover’s Eyes: Eye Miniatures from the Skier Collection” features more than 130 examples of the much-sought-after antique style.

Brought to you by
3 Tips For Entering the Estate Market

Generate foot traffic and expand your jewelry expertise by adding an estate assortment to your store in partnership with Windsor Jewelers, Inc.

SurveysDec 02, 2021
2021 Will Be the ‘Year of Jewelry,’ Analyst Says

Edahn Golan forecasts a blockbuster holiday season will cap off a stellar year for U.S. jewelry sales.

×