Jewelry for Generation Z: what young people are buyingeurs

According to a World Gold Council survey of 18 respondents, zoomers feel no emotional connection to gold. For them, this precious metal is indifferent – ​​both as a material for creating jewelry and as an investment.

The study indicates that surveyed respondents consider gold jewelry to be too ostentatious and pompous. They prefer less traditional materials:

• silver;
• titanium;
• steel;
• platinum.

The difference in consumer generationseurs is especially noticeable in the example of the attitude towards red gold. It was gladly worn by Gen Z parents, grandparents, and zoomeurs themselves are ignored.

Centinials are called the world's first generation: there are no borders between countries for them. It's not just about physical travel, which is significantly limited due to the coronavirus pandemic. Young people consumeeurs constantly go on virtual journeys, exploring the diversity of the world through videos, social networks, photos.

Centinals are easier than all predeceseurs of racial and ethnic diversity. They can choose Indian or Korean style jewelry, despite the fact that they live thousands of kilometers from these countries. If a certain culture creates something interesting, why not try it?

Gen Z is happy to shop online, including overseas. Admittedly, in the jewelry market, this trend is a little less noticeable due to the specificities of the goods: there may be difficulties in assembling and organizing delivery. But if sells iteur offers an effective solution to these problems, he will be able to find purchaseseurs all over the world.

Previous generations of consumerseurs were making choices based on what sells iteur had to offer. The Centinials want to decide for themselves what the future product will look like. This trend takes two forms depending on the price category.

In terms of luxury jewellery, the centinales enthusiastically take part in theeur creation. sell iteur need only organize this process in a way that is convenient for all participants: for example, developing a constructeur online that can be used by a person without special training or experience. If this option is unacceptable, it can be replaced by a personal conversation between the client and the concepteur, or at least an extensive illustrated catalog.

For jewelry and the mass market, there is an easier solution. The purchaseeur is offered to independently choose a decorative insert, pendant, pendant or other removable part of the jewelry. Engraving is also fine – in a nutshell, anything that will help personalize the product.

The concept of “sustainability” is associated with the theory of sustainable development, relating to all areas of the economy. Sustainable products are those which:

• ethical – production is not associated with violence, child labor, armed conflict;
• environmentally friendly – ​​production does not pollute the environment, the materials used are renewable resources.

The durability of jewelry is above all about the raw materials. The mining of many gemstones harms local communities and natural resources. The use of synthetic diamonds, emeralds, rubies and recycled gold helps reduce this damage.

Centinials want to know what raw materials you use to create your jewelry. They demand transparency and openness from brands.

Generation Z forms its identity through subcultures based largely on online content. They are not directly linked to music or cinema, as they once were, but rather to bloggingeurs popular and social media trends.

A subculture that epitomizes the simple life. You will find elements of Provencal or country style, but only in part. Cottagecore is characterized by the following features:

• muted tones;
• basketeurs and natural textures;
• dominance of craftsmanship.

The jewelry that representatives of the subculture choose contains floral and plant motifs. They are concise and simple. The number of jewelry in the picture is minimal.

A subculture that embodies a love of the humanities. It is chosen by those interested in the history of literature, neo-Gothic architecture and complex detective stories. In the subculture you can find elements of the preppy, neo-Gothic and classical styles.

Dark Academy's signature decorations often contain riddles, mysterious symbols, and puzzles. They have a secret known to a very restricted circle of people.

A subculture that embodies a love of aristocratic aesthetics. It contains elements of Gothic, Victorian era, royal chic and decadence. Royalcore is elegant, sophisticated, with attention to detail.

The creation of the subculture is associated with the popularity of the Netflix series The Crown, which chronicles events from the life of the royal family. Royalcore borrows good moments from character images, but does not completely copy them.

Y2K is a subculture that symbolizes nostalgia for the period from the late 90s to the early 2000s. This is the time when centennials were just born. They perceive this period as romantic and a little naive.

Jewelry typical of the Y2K subculture is bright, colorful, seductive. They actively use synthetic materials and neon shades. Polymer clay rings, rhinestones, massive artificial crystals are elements of this subculture.

If your brand is designed for the younger generation of consumerseurs, just follow a few rules:

• Be available. It is desirable to have different communication channels: a single phone or a single social network is not enough. If the purchaseeur cannot contact you quickly, it will go to competitors.
• Be responsive. Don't make the purchase waiteur, respond to criticism – it helps to become bettereur.
• To be open. Do not limit your contact with the consumereur only for sale – talk about the craftsmen, the choice of raw materials, your valueseurs and principles.

Do not forget about discounts, especially before the holidays. Remember that your competitors are not just local jewelry stores and workshops, but the entire global market.