A survey on Millenials reveals the jewels preferred by young people. The most worn type is … ♦ ︎
There are jewelry company giants that are in alarm: the Millenials, the generation born at the turn of the year 2000, will still love diamonds, expensive sets, necklaces with precious stones? An international research, conducted by the Milan Polytechnic, dedicated to the Millenials, has tried to answer the question. The research was conducted on over 500 young people (351 girls and 170 boys from 30 countries, for 65% Italians). The result was presented at Homi, the fair (also) of bijoux that took place in Milan from 14 to 17 September, with 650 exhibitors in the pavilions dedicated to the fashion jewel.
The conclusion of the study should reassure those who produce jewelry: more than two thirds of the young people interviewed wear them.
But, attention: it is not clear what the venal value is attributed. Indeed, according to the research, young people are indifferent to the material with which the jewels are made: precious and bijoux. The value that young people seek is not in the material or in the shape, but in the pleasure that each accessory evokes. In short, the emotional side is more attractive, the story that a piece of jewelry can tell.
The choice falls mainly on earrings (52% chosen for their practicality), followed by rings (44%), necklaces (37%) and bracelets (32%).
It is not surprising, however, that the younger ones wear jewels in their spare time, at school or at work. Apart from the purchases of bijoux in the street markets (28%), probably also due to lower costs, it is interesting that they like the jewels of independent designers (25%) who are followed through social profiles or the web, are first evaluated online , but also in specialized shops. In short, less bijoux of an industrial type, and more exclusive products or with unique characteristics.
A less positive figure, however, is the tendency of boys to buy basically on impulse. In short, with less information they tend to buy the first thing that moves them. Millenials girls will have different tastes but, like their mothers, they like to receive jewelry as gifts (it happened to 39% of the interviewees), even if some (about 24%) choose to buy them personally.
Which style prefers a Millenials? Nobody in particular, even if the choice is mainly on minimal or classic jewelry. For two thirds of the boys interviewed, jewels and bijoux have a special meaning and also represent a memory, the symbol of a relationship or a special moment of their life. But this also applies to their parents.
