A new look at American shoppers.

JCK Las Vegas, which took place earlier this month, put in a great deal of effort to push business for embattled jewellery traders.

Officials held a VIP Retailer programme specifically to facilitate activity and managed to generate over US$360,000 in merchandise credit and hundreds of millions of dollars in floor purchases alone, according to the management.

But the economic downturn has also required a new look at strategies to adopt in the post-Credit Crunch world, as consumers change their approach, perhaps permanently. JCK held a seminar entitled: "Marketing to X and Y Generations".

According to Laurie Hudson, the Co-founder of Luxury Brand Group, the younger generation of jewellery shoppers now responds negatively to print advertising and instead looks primarily to Internet sources for information and guidance on buying jewellery.

Hudson estimated that teenagers have about 500 times more spending capacity than the Baby Boomer generation. As a result, they have a heavy influence on family purchases.

To attract customers of this generation, Hudson suggests marketing techniques such as offering unique designs and connecting to good causes such as charities, as well as taking a more ethical stance such as emphasising no dealing in so-called "blood diamonds".

The seminar heard that the most important aspect of technology networking is getting young consumers to relay information about a business through social networking sites like Facebook, Twitter and Myspace.

Traders could migrate to social access websites.

Speakers agreed that jewellery businesses should connect with consumers primarily through easily-accessible websites and befriend them through such major social networking sites.

The Jewelers of America panel reported that independent jewellers have a better chance of surviving in the market than chains or mall-focused stores.

Consumers expect little amenities when visiting stores, such as serving them beer or a cup of coffee. But executives in the jewellery business were told they would be wise to consider catering to consumers' comforts and needs as they offer high value items.

from Teresa Hung, Los Angeles Office