Diamond jewelry appears to be making more than just a fashion statement. Today, diamonds are being used to create a statement among today’s youth. Marketers have not missed out on the fact that today’s youth certainly have a large amount of influence when it comes to economic power. Estimates indicate that the 15-24 year old age group in the United States is made up of more than 40 million consumers.
The purchasing power of this group of consumers exceeds $350 billion. Of course, the tremendous purchasing power of this age group is certainly not new news. Marketers became wise to the impact of this age group of consumers quite some time ago. Turn on the television and watch any commercial and this will become quickly evident. In the past; however, most items marketed toward youth were limited to clothing, food and drink items, movies and gadgets. Higher end items such as diamond jewelry was marketed at adults.
After noticing the wide amount of influence that this group of consumers wields, one jewelry retailer has made the decision to introduce a new line of diamond jewelry known as A Cut above Diamonds. The diamond line is intended to contain a large amount of personality which will certainly be appealing to today’s youth, who tend to have a strong interest in their clothing and accessories and use them to make a statement about their personality, hopes, dreams and goals.
One specific line of the collection will contain diamond charms and are specifically targeted as jewelry for kids who are conscious. The idea behind the diamond charms is to inspire youth who believe in a better world by providing them with the inspiration to work toward their goals of achieving a better overall world.
The diamond charms are intended to be worn on a chain similar to a charm bracelet. While at one time charm bracelets seemed to have gone out of style, it is estimated that these new stylish and globally conscious diamond charms will quickly become highly sought after by today’s youth.
This move toward marketing diamond charms with a purpose toward today’s youth is just another example of the strong command with today’s youth generation seems to hold in the world. Compared to many previous generations, this generation seems to be far more involved and concerned about events circulating the globe and that is saying something considering the activism of their parents and grandparents in prior generations.
The diamond charms are anticipated to begin in price at a modest $250 and range up to as much as $1,500. While some of the higher end charms may be somewhat pricy for everyday gifts, they are being marketed as perfect gifts for such occasions as birthdays, first communions, graduations, Bar Mitzvahs and Bat Mitzvahs, confirmations and more.
If this line of diamond charms marketed specifically for youth is successful, it is certain to not be the last line of diamond jewelry which is designed and marketed for the ever-increasing youth market.
Other articles of interest: