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    Les Olson Jewelers: a hands-on operation
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    Merger With a Mission
    From hard knocks to soft landing in new store
    Saban Onyx helps independent retail jewelers get fancy
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    Diamond industry veteran rebuts dire forecast in The Asteroid Approaches column
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    CBG Miami “Experience” event gets positive reviews
    Furry Friends on the Job: Say hello to Sierra of Argo & Lehne Jewelers
  • Podcast
    Dangers of Jewelry theft and how to prevent them 350
    Episode 43 -Kenny Mullins, Dangers of Jewelry Theft and How to Prevent Them
    Inside the Generational Legacy of David Douglas Diamonds
    Episode 42 -Doug Meadows, Inside the Generational Legacy of David Douglas Diamonds
    An-Inspiring-Tale-Behind-50-Years-of-Jewelry-Design-and-More
    Episode 41 -John Atencio, An Inspiring Tale Behind 50 Years of Jewelry Design and More
    Episode 39 -Brittany Jones,95 Years of Excellence and Legacy of JF Jones Jewelers
    Episode 40 -Brittany Jones,95 Years of Excellence and Legacy of JF Jones Jewelers
    The Rise of Luxury Handbag Trend in Jewelry Stores
    Episode 39 -Frederick Mannella, The Rise of Luxury Handbag Trend in Jewelry Stores
    Episode 38 – Kevin Patton, Gem-preneur Family Legacy of Pattons Fine Jewelry
    Episode 38 – Kevin Patton, Gem-preneur Family Legacy of Pattons Fine Jewelry
    Technology Meets Our Values
    Episode 37 – Kyle Bullock, Technology Meets Our Values
    A Pandemic-Born Success of Two Jewelry Visionaries
    Episode 36 – Brooke and Chase Brinson, A Pandemic-Born Success of Two Jewelry Visionaries
    Jewelers Helping Jewelers
    Episode 35 – Aleah Arundale, Jewelers Helping Jewelers: Connection, Support, and Success
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    4Cs of Diamonds? Here are the 4Cs of Jewelry Marketing to help you sell them
    Applied Marketing 101: The Next Big Thing
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    Successful Custom: The Customers View
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Sponsored Content

Millennials desire one-of-a-kind natural diamonds

GN Diamond’s extensive natural diamond inventory can help satisfy savvy customers

February 3, 2021
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Reading Time: 4 minutes

“Despite the hype and marketing buzz around lab-grown diamonds, Millennials still want the real thing,” says Asaf Herskovitz, CEO GN Diamond. In fact, a recent survey revealed that Millennials would prefer to buy or receive natural diamond jewelry over clothing, electronics, cosmetics, and more. Gen Z consumers ranked naturally occurring diamonds as highly desirable as well.

Consumers young and old are increasingly drawn to authentic and organic items that tell a unique story. This is especially true for the 18-39 demographic, who are rejecting synthetic, factory-produced goods in favor of the qualities they value: uniqueness, rarity and sustainability.

Speak to Millennials’ Core Values

“To satisfy meticulous Millennials’ demands for natural diamonds that reflect their tastes and standards, emphasize what matters to them in your marketing and sales presentations,” advises Herskovitz. Here’s how you can directly address young consumers’ concerns and tie their core values into their purchase:

  • Uniqueness. Natural diamonds are not perfect, and that’s ideal. “Millennials don’t want to see airbrushed models in their ads, because they see beauty in diversity and individual quirks,” said Herskovitz. Diamond Hunt, GN Diamond’s white-label online inventory search portal, provides high-res, 360-degree views of each loose diamond, allowing you to showcase the unique character and personality of inclusions and birthmarks.
  • Rarity. Diamonds are valuable and desirable precisely because a finite number of them exist. “Millennials see lab-grown diamonds as common and replaceable – hardly the treasured symbol of lasting love they’re looking for,” Herskovitz said. GN Diamond offers an easy-to-use 4 Cs sales presentation that enables you to highlight exactly why each and every natural diamond is so precious.
  • Sustainability. It takes a massive amount of energy to replicate the earth’s heat and pressure. “When talking to Millennials, you can combat the myth that lab-grown diamonds are eco-friendly by explaining that their carbon emissions are 3 times that of natural diamonds,” says Herskovitz. “Not only that, but when you stock your inventory from GN Diamond, you can assure customers that their purchase supports independent retailers like you.”

GN Hunt Analytics

Gain $70 million in Natural Diamond Inventory

With Diamond Hunt, GN Diamond gives you access to $70 million in natural diamond inventory displayed on your website with your own branding and markups. “With over 5,000 exceptional-quality loose certified diamonds, you can satisfy any Millennial who walks through your doors – or finds you online,” he said.

Discover the many advantages of Learn more about GN Diamond and the advantages they offer independent retailers at www.gndiamond.com, and speak to a representative 7 days a week at sales@gndiamond.com or 800-724-8810.

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