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MVI Marketing Video Highlights Three Female Demographics For Jewelers To Target February 03, 2015 (0 comments)
Paso Robles, CA—The latest in MVI Marketing’s Jewelry Consumer News videos features a focus on three desired female demographic segments: the Millennial bride, Hispanic and multicultural women, and the female self-purchase customer.
A Millennial-age bride offers her view of what it’s like to go ring shopping.
“This is the first large purchase we’re going to make together. It’s not like dinner or something. I want to be involved and he doesn’t want all the responsibility on his shoulders,” she says. She also says that she has no clue how long the process will take—will she try on one ring or 100 rings?
“The wedding day is a day. This is a ring you’ll have your whole life. The process of finding the perfect ring is just as important as the wedding day.”
MVI research pegs the Hispanic jewelry market at about $9 billion per year. In the first vignette, a young woman purchased a pair of gold earrings for a good friend who lives far away, and she likes them enough to buy another pair for herself. MVI pegs the Hispanic demographic as a dynamic growth opportunity for jewelers. Post recession, the self-purchasing female customer is back, and being aggressively targeted. Tiffany & Co., for example, launched its T collection for this customer.