RSS Feed
Catering to Millennials
July 12th, 2013
by Bill Boyajian

Generation Y, also called the Millennials, is composed largely of children of Baby Boomers. Born in the 1980s and ‘90s, they are generally in the 18 – 34 year range. (I’ve got two of them.) This is no bulletin to savvy jewelers — most of your bridal customers are in Generation Y.

20632801_s

Here are five things to think about when considering the Millennials:

1. They search the internet before they buy — and they are used to dealing with good technology — so you better to have a quality web presence to be relevant.

2. They are less inclined to be loyal to any particular jeweler than past generations, so do your best to create a “connection” with them.

3. They dress more casually than most, so try to fit in with their style and preferences.

4. They are better educated with more information at their fingertips, so don’t try to outsmart them; just inform them with your knowledge and expertise.

5. They often prefer size over quality, so have a spread of diamonds that cover a broad spectrum to suit individual tastes.

Your best customer is an already satisfied customer, so do your best to inspire and motivate Millennials. After all, they will be your next “satisfied” customers and will come back to buy again.



Tags: , , , , , ,

“I needed help orchestrating a succession plan for our business. I had heard that Bill Boyajian specialized in assisting owners to transition their business to the next generation. He knows how to bridge the generation gap and deliver what each needs to hear. I would recommend Bill to any business owner who needs advice on succession planning from a trusted outside professional.”

–Charles Denaburg,
Managing Partner,
Levy’s Fine Jewelry
Birmingham, AL

"Our family needed some guidance on business transition and succession planning. We asked Bill Boyajian to help us because we knew we could trust him to tell us what we needed to hear. Bill became a valuable resource for our company and our entire family. He has the ability to meet each of us where we’re at and it has served us very well."

–Ceylon Leitzel
Leitzel Fine Jewelry
Hershey & Myerstown, PA

“We needed a plan to transition our business to a non-family member and we asked Bill Boyajian to help us. His experience in the area has really paid off, but we didn’t expect the added value of putting us together with a financial planner who helped organize our retirement needs. We now have the fundamentals to transition our business successfully, and we have Bill to thank for it.”

–Ernie & Debbie Cummings
Kizer-Cummings Jewelers
Lawrence, KS