Ray A. Smith

speaker

910 appearances 20 recordings 1 series first heard Jun 2018 last heard Nov 2024

Ray A. Smith’s voice in public audio — every appearance, attributed to the second.

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WSJ Your Money Briefing · Jewelers Rethink Bling to Reach Millennials · 20 Jun 2018 podcast

Yes, absolutely. voice-verified

And there's even online jewelry players now that millennials love to sort of feel like they're discovering things on their own. voice-verified

So they're finding these niche brands. voice-verified

They're doing a lot of homework on the web and online. voice-verified

And they're finding, whether it's through Net-A-Porter, Farfetch, or sort of niche brands that they just discovered that are sort of newer players to this field. voice-verified

They're really interested in seeking out these experiences they can find. voice-verified

And sometimes it's the newer emerging players that are attracting them. voice-verified

Yes, absolutely. voice-verified

Van Cleef & Arpels is one example. voice-verified

They've taken to doing a lot more on Instagram with Instagram stories. voice-verified

Also, they used a campaign where they're sort of using this 3D animation, which is almost video game-ish in a way, which is something that's driven to appeal to voice-verified

to the way millennials sort of like interactive media. voice-verified

Bvlgari also just launched a collection where they've added some more colors with the idea being that millennials love to mix and match and so they're thinking that this is a more fashionable way to approach voice-verified

jewelry by having sort of colorful, fun designs that millennials can sort of customize and mix and match themselves. voice-verified

They also tapped celebrities who are popular with millennials, supermodel Bella Hadid, for example. voice-verified

And that's also part of a strategy that some other brands, including Tiffany, are employing to sort of attract millennials. voice-verified

These millennials are definitely, in general, more socially conscious. voice-verified

And so they want to know the backstories of how their products are being made, how they're being sourced, whether the company is employing sort of sustainable practices. voice-verified

And brands have to respond to that because it's not something that they're used to, especially from this generation. voice-verified

It is. voice-verified

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