Luxury jewelry companies in the U.S. have worked to offer different options for a millennial generation that’s fond of anything unique, but it can be difficult if people from this age group aren’t too keen on wearing jewelry.
Some stores have created buzz by upgrading their payment options, including a San Francisco store that became the first in the world to accept cryptocurrency payments. If you live in New York, jewelers have integrated online retail with in-store shopping to improve the customer’s experiences.
Price seems to be the biggest factor that stops most Millennials from purchasing a fine piece of jewelry. There’s the issue of most people paying off student loans as well, while some prefer to spend their money on travel expenses.
In response, high-end jewelers are customizing their pieces to reflect this generation’s penchant for something unique and edgy.
Social media serves as their primary platform for marketing timeless pieces, with a focus on sustainability. Many young Americans want to buy something contemporary — but sourced from ethical and ecological ways.
Online Vs. Offline
Most luxury stores now offer lower-priced items to woo customers, although online prices have been a challenge to their business. Buyers of engagement rings may find cheaper prices online, but verifying quality and authenticity will not be easy compared with shopping inside a store.
That’s why it’s better to spend time browsing through different shops and comparing different prices. Most brands are aware that customers want something elegant without having to pay a fortune, so the chances of finding a cheaper yet classic piece are much higher.
Millennials might be a practical generation, but that doesn’t stop jewelers from trying to persuade them into buying luxury items. If you’re looking for unique and custom designs, it’s easier to find them now as many authorized dealers respond to changing consumer preferences.