By Ellen Fruchtman, President
By 2025, Gen Z and Millennials are expected to account for 70% of global luxury spending, according to Bain & Company’s 2023 Luxury Report. That number speaks volumes — but it’s important to understand who’s buying what and when.
For retail jewelers, Millennials remain the core bridal customer. The average first-time bridal purchase typically begins around age 26 to 28, which puts it squarely within the Millennial demographic (currently ages 29–44). They're in their peak earning years and making some of their biggest life purchases — engagement rings, wedding bands, milestone jewelry.
But Gen Z (now ages 13 to 28) is quickly entering the conversation. In fact, an estimated 27–30 million Gen Z consumers in the U.S. are already between 23 and 28 — just beginning to shop for bridal, fashion jewelry, and gifts. That makes now the right time to start laying the groundwork with this values-driven, digital-first generation.
While Gen Z may engage more through digital channels, that doesn't mean traditional marketing has no value. When done well, traditional and digital efforts can complement each other. Print, billboard, direct mail, and broadcast can still be highly effective — especially when aligned with your social media and in-store messaging. The key is integration: telling a consistent, authentic story across all touchpoints.
Here are three ways local jewelers can adapt to today’s buyers while setting the stage for tomorrow’s:
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Collaborate with Micro-Influencers
Influencer marketing isn’t just for global brands. Local micro-influencers (1,000–10,000 followers) often have strong community engagement and accessible rates — sometimes even working in exchange for product. Choose creators who genuinely reflect your brand’s aesthetic and story. - Share Your Story and Your Values
Millennials and Gen Z alike are drawn to purpose-driven brands. If you’re family-owned, locally made, or ethically sourced, make that part of your messaging — through social media, in-store signage, and your customer experience. - Create Share-Worthy Moments
No discounts required. A beautifully packaged purchase, an unexpected personal touch, or an eye-catching display can inspire organic social sharing. Both Millennials and Gen Z value experience over hype — make it memorable.
The bottom line? Keep doing what works — just evolve how you tell your story. Speak to your core audience now while building connection and relevance with the next.
Looking to take your marketing to the next level? Contact us.
