OsbornConsumer tastes have changed, particularly among Millennial and Gen Z customers. They are distinct generations in terms of taste, ethics and individuality. Once a niche market, wholesale custom jewelry is now poised to fill some of the gaps in meeting the needs of these younger consumers. So, what do Millennial and Gen Z customers want with custom jewelry?
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What Do Millennial And Gen Z Customers Want From Custom Jewelry?
1) Personalization and Individuality
Millennials, Gen Z, care more about individuality and, as such, are more likely to prefer custom jewelry that narrates their personal story, experiences, and identity. Feature birthstone rings, zodiac jewelry and other items to accommodate popular consumer favorites like custom name necklaces. Younger consumers, too, have a penchant for limited edition or one-of-a-kind items that make them stand out.
Their desire for personalization forces them to choose brands with customization features, like engraving, selection of birthstone, and creating a bespoke design. These generations, like brands, have easy-to-use online customization tools that allow them to actively partake in the design process from home.
2) Sustainability and Ethical Practices
Millennials and Gen Z are all about sustainability, and they understand that jewelry equates to resource extraction. Such consumers are also more likely to see these brands as more ethical in what materials they use, alongside using recycled metals and ethically sourced gemstones.
Along with supply chains being transparent, suppliers need to be fair in labor practices. Younger consumers know who to trust, and it’s likely brands with verifiable certifications that focus on ethical practices.
3) Affordable Without Sacrificing Quality
High-quality jewelry attracts millennials and Gen Z, but student debt and early career financial limitations make them all too hungry for affordable options. However, they refuse to sacrifice quality for a cheaper price.
Such demand can be served by wholesalers that can supply a selection of products (sterling silver to 14k gold) at different price points. Custom jewelry buyers can also create flexible payment options, like installment plans or bulk discounts, to make high-quality jewelry more affordable yet valuable to consumers.
4) Trend-Driven Designs and Social Media Motivation
The impact of social media on the jewelry preferences of Millennials and Gen Z is not to be underestimated—from Instagram to TikTok and everything in between; these platforms are creating trends. Influencers and celebrities are pulling a lot of buying strings, so staying in tune with jewelry trends, such as minimalist with chunky pieces and cultural motifs, is important for wholesalers.
There are better chances that brands that ride the wave of social media trends, teaming up with influencers and even promoting user-generated content, are more likely to win. Interactive campaigns such as challenges or giveaways can boost the feeling of community and help build brand loyalty.
5) Versatile and Multi-functional
Both Millennials and Gen Z highly value jewelry versatility. As a result, they look for pieces that can work year-round and in different circumstances, such as their day job, casual outings, and so on. Apart from the variety, versatile jewelry brings value and ushers you into expression elsewhere.
Stackable rings, interchangeable earrings, convertibles, convertible necklaces that can be worn at different lengths, and much more. Such customizable, multifunctional tools, which give more freedom and flexibility, make them highly attractive to young buyers.
Key Takeaway
Understanding these preferences is important for wholesale custom jewelry businesses that wish to service the Millennial and Gen Z customer base. Brands that can do this well will attract a loyal and young customer base; they will be personalized, sustainable, affordable, and trendy designs without compromising on quality and versatility. Through this, wholesalers can connect with a flourishing, and especially potential, market for jewelry that resonates with their own values and ideals.