What Millennial Jewelry Buyers Want

Younger consumers think differently. Dr. Kit Yarrow has cracked their code.The “echo boomers,” also known as Generation Y—defined as people born between 1978 and 2000—is now the largest generation in U.S. history. And as this group grows up, makes its mark in the workplace, and becomes a demographic force to be reckoned with, it is also greatly influencing retail and how products are sold. To look at how jewelers can lure these often-fickle consumers to their stores, JCK spoke with Dr. Kit Yarrow, a San Francisco psychology professor and coauthor of Gen BuY: How Tweens, Teens, and Twenty-Somethings Are Revolutionizing Retail.JCK: Are Generation Y’s shopping patterns different from other generations’?Kit Yarrow: Very different. Technology has had a great influence on them, and not in the way you would think. They literally think differently than other generations. They have sh

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