Look Book

48 | thejewelr ybook.com I N T H E E V E R - E V O L V I N G retail landscape, the key to success lies in understanding and engaging with the next generation of consumers and employees – Generation Z. Born between 1997 and 2010, Gen Z is a cohort characterized by their digital fl uency, social consciousness and desire for personalized experiences. For jewelers looking to thrive in selling and hiring from this evolving market, a shi in marketing strategies is not just advisable … it's imperative. Why Gen Z Matters: As the oldest members of Gen Z enter their mid-20s, their increasing purchasing power is becoming a signifi cant force in the market. Transitioning into the workforce and gaining fi nancial independence, they are positioned for a growing economic infl uence. Beyond their fi nancial impact, Gen Z is actively shaping trends and product preferences. eir opinions are instrumental in infl uencing the off erings of companies, dictating purchasing decisions within families. Despite the reputation for a short attention span, Gen Z has strong brand loyalty when connected with authentically. Establishing a robust brand identity and engaging meaningfully with this generation can cultivate enduring brand allegiance. Additionally, Gen Z's openness to innovation and their inclination to explore new products and experiences make them a dynamic and infl uential consumer demographic in the market. What to Know: Gen Z values authentic brand purpose and ethical practices. Highlighting your commitment to social and environmental causes can resonate deeply with this socially conscious demographic. When possible, jewelers should emphasize the transparency of their supply chains, showcasing responsi- bly sourced materials and sustainable production methods. Sharing behind-the- scenes content on social media on how a product is made or where it's sourced resonates with this audience. e key is honesty and authenticity – this generation does not want to be misled – focus on sharing your authentic brand values. e digital realm is Gen Z's playground. Jewelers need to establish an engaging online presence, utilizing visually appealing and interactive content on the main platforms they use: Instagram and TikTok. Real customer content, also called User- Generated Content (UGC) shared on various platforms is the new testimonial or Yelp. Conduct a social media audit on your company, and see what content has been shared by your customers. Are there ways you can encourage your customers, especially younger ones, to post more? Lastly, personalization is another key aspect that resonates with Gen Z. Customization options, whether in the design process or through in-person experiences, can enhance the emotional value of jewelry for this generation that appreciates individuality. Most jewelers have a lot of personalization options, but they don't always market it. e jewelry industry's success with Gen Z hinges on embracing transparency, leveraging digital platforms eff ectively, and off ering personalized experiences. By aligning marketing strategies with the values and preferences of this generation, jewelers can not only capture their attention but also foster long-lasting brand loyalty. Award-winning PR and communications consultant Jen Cullen Williams launched her consultancy in 2019 a er over a decade working for PR agencies. Specializing in B2B media relations, she has empowered businesses in jewelry, luxury, fashion, textile, insurance and lifestyle retail markets, as well as B2B live and digital trade shows, events, platforms and nonpro ts. roughout her career, Jen has secured numerous placements in renowned media outlets such as Forbes, New York Times, Vogue, Oprah, People, Wall Street Journal, and more. Actively inoled in industry leadership, she serves on the board for the JCK Show and committees for nonpro ts including Jewelers for Children, the American Gem Society and the Women's Jewelry Association. w w w. J e n C u l l e nW i l l i a m s . c o m by Jen Cullen Williams Gen Z – Why They Matter for Your Business Winter 2024 | Editorial

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