Jeweller: The Great Diamond Debate - Round II

and NYX cosmetics, for example, now incorporate
males in their advertising.
Members of Gen Z celebrate diversity, and are
suspicious of representations of human perfection,
which they consider artificial and inauthentic.
Marketing should appeal to people across the gender
spectrum. Brands like Fluide cosmetics were inspired
by the activism of Gen Z with regards to LGBTQ+
and gender identity issues. Gender-neutral clothing
is also on the rise, with H&M, Skechers, and ASOS all
acknowledging there is no single idea of fashion.
The jewellery industry needs to adapt – take a step
back from pieces ‘for men’ or ‘for women’.
Who will be the first to design a perfect genderneutral
ring or necklace, which will be the iconic
piece of the 2020s?
There is huge potential in this category to create
diamond jewellery for everyone; the jewellery
industry needs global iconic pieces for her, him
and them, representing the gender-neutral world
we now live in.
CELEBRATING DIVERSITY AND IMPERFECTION
We need to embrace authenticity and inclusivity
through our marketing, including the models that
we employ. We all need to update our marketing
thinking and collateral.
Gen Z celebrates individuality and wants to engage
in visual media as varied and diverse as the modern
world; six out of 10 of its members say that they like
seeing ads that show diverse families.
They want to see people who look like them and
their friends and want to see advertising that features
real people in real situations.
Therefore, jewellery advertising should celebrate
diversity in all its forms: use models of different sizes,
of different colours, with different physical features,
different ages and wearing different clothes. The
more you reflect the melting pot of life, the better.
And the models do not need to be perfect. Indeed,
perfection is considered to be artificial.
‘FRIENDLY’ BRAND NAMES AND PERSONAE
More and more companies are using humansounding
brand names to appeal to Gen Z.
Ollie is a fresh dog food delivery company, Billie a
personal care brand, and Casper a sleeping product
brand. These sound more like friends than most
classic brands.
Gen Z has little interest in the aspirational marketing
of the past, rather preferring brands that are
authentic, relatable and have a purpose. Its members
seem to like brands that reflect their own personality.
In advertising, they want to see real life, and on social
media they often prefer ‘normal’ rather than ‘famous’.
Brands need to stand for something; their intentions
must be real. Given these factors, word-of-mouth is
important – and reviews even more so.
Gen Z likes recommendations from people they
trust, especially friends. Some luxury brands are
using pop-up stores to build brand familiarity and
increase word-of-mouth marketing opportunities.
Experimental retail is also a great tactic, as people will
talk about what they’ve seen and experienced.
More than 80 per cent of Gen Z customers read
reviews before they purchase products, especially
Gen Z women, where some 21 per cent read more
than 10 reviews before buying.
So, an opportunity exists here for the jewellery
industry, since it’s often entwined with life’s
milestones, such as graduation and marriage –
times during which people share their experiences
with friends, family and followers.
With genuine opinions from the very people with
whom your customers identify, you can build trust in
your business very quickly.
THEY ARE FINANCIALLY SAVVY
Gen Z loves luxury as much as previous generations,
but they are wary of buying on credit, having seen
the disastrous impact this had on their parents.
So, don’t think that offering financing deals is the
answer to boosting sales. They are more likely to save
for their next piece of jewellery rather than buying
on credit.
Gen Z is prepared to splurge but they must see the
purchase as worthwhile. The more added value the
better, and that can come from its environmental
credentials or its social value.
They understand money more than those before
them thanks to the Global Financial Crisis of 2008.
Businesses need to take this economic literacy
seriously, to be trusted and build long-term
relationships, particularly as the members of
Gen Z mature and gain more spending power.
For retailers to appeal to financially savvy Gen Z,
they need to focus on ensuring that their diamond
jewellery has a broad range of price points.
They may also make more use of second-hand stones
in their designs, or focus on designs where smaller
diamonds are used in such a way as to give an
impression of being larger.
AND FINALLY…
If you really want to keep up with this ever-changing
world it might be best to have a 20 year old as a ‘Gen
Z mentor’. In today’s disruptive environment, turning
mentoring upside down might be the one way to
keep your finger on the market’s pulse.
Social media is now the heart of marketing, and the
whole industry needs to wake up to this fact. Retailers
need to work harder than ever to be seen and heard.
One suggestion is to employ students on a part-time
basis to devise and deliver your brands, products and
promises in the digital world. We all need to move on
mentally when it comes to marketing today and in
the future.
And for the umpteenth time, do not discount the
impact of climate change. It is quite rightly Gen Z’s
greatest concern. It is also an area where CIBJO can
help, as we have since 2011 when we launched our
Greenhouse Gas Initiative.
In the coming years, we will see a new natural
diamond brand concept developing; one that is
environmentally and personally friendly and familiar,
diverse, open, and relaxed. ‘Charlie’, as an example, is a
great name for a diamond jewellery brand.
These new brands will have friendly characteristics, be
very approachable, and far less stiff and stereotypical.
Watch this space. i
ABOUT THE AUTHOR
Jonathan Kendall is vice-president of
CIBJO and president of De Beers Group
Industry Services.
December 2019 Jeweller 48