Rapaport Magazine
Op-ed

Observations

By Amber Michelle

Oliver Smith
The teenage years are a time of exploration and self-discovery. It is a time of deciding who you are and developing a style that fits that image. Most teens are concerned with fashion — and that includes boys. Fashion is a way of fitting in with a particular group, a way of making a statement about who we are. This fascination with fashion may lead to an interest in jewelry. The teen market in North America is estimated to spend approximately $117.8 billion to $211 billion annually. These teens are the adults of tomorrow and will want nicer jewelry and even engagement rings at some point. Why not attract their attention now? Parents will shop for birthday, graduation and other milestone-event gifts at jewelry stores. Teens will get used to seeing the packaging and associating jewelry with a particular store. It may be a wise plan to merchandise to teens. Devote a window or case to teens. Find photos of some of their favorite television stars from teen hits such as “Vampire Diaries,” “The Carrie Diaries,” “Pretty Little Liars” and other shows or movies that feature fashion prominently. Pull together a collection of price-point-friendly jewelry that reflects the feeling of these shows. Include boys; they may like watches, rings, dog tags, leather bracelets with silver. Then let it be known through social media that you have what teens want. Teenagers may come in themselves to shop or they may let their parents know that your store has what they want. Either way, it brings you front and center as teens grow up and become the consumers of the future.

Article from the Rapaport Magazine - June 2013. To subscribe click here.

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