How Do We Reach and Inspire Young People to Join Our Industry?
Esther B.J. Ligthart
Jewelry Storyteller @ Bizzita.com | Empowering jewelry brands with compelling stories, strategic coaching, and industry insights.
This column I wrote, was initially posted in the Dutch Trade Magazine of the FGZ Federatie Goud en Zilver (Federation Gold and Silver) called Edelmetaal.
This is the English translation:
The jewelry industry worldwide faces a concerning challenge: Young people are less interested in pursuing careers in our sector. This trend occurs in many countries and calls for a fresh look at how we communicate and engage. How can we speak the language of younger generations, understand their values, and inspire them to join this creative and innovative field?
According to the?CIBJO Special Report 2019, Gen Z is among the most socially and environmentally conscious generations. They prioritize?sustainability, authenticity, and inclusivity, but the jewelry industry still needs to work to connect with them effectively.
The report emphasizes,?“If we don’t focus on social media, we simply don’t have a future.”?This means our communication must evolve, with a stronger emphasis on?digital platforms and values that resonate with younger audiences, such as climate awareness and social responsibility.
Industry Perspectives
?? Marijke Mul, Head of Design at her namesake company, highlights the importance of collaboration: "In my opinion, the solution lies in working together—joining forces to showcase how truly beautiful this craft is." She stresses that the industry must not only inform but also inspire young people by demonstrating the versatility and artistry of our profession.
?? Aylin Gozen, marketing strategist and consultant at Art for Jewellery, sees enthusiasm as a key factor: "Creating excitement among young professionals entering the job market is essential in attracting them to the jewelry industry." She points out that the industry offers immense opportunities for growth and innovation, from international trade shows to modern technologies. Highlighting these aspects can help younger generations envision a dynamic future in jewelry.
?? Sarah Kobak, goldsmith and jewelry designer, emphasizes the need to change our language and communication approach: "Many people don’t understand the variety of career paths within goldsmithing, leading to misconceptions and a lack of interest." Making these opportunities more explicit can open doors for young talent.
?? Alba Cappellieri, Italian scholar and curator, agrees that young people are drifting away from traditional jewelry concepts: "It’s crucial to engage new generations, not just for profit, but by sparking their curiosity through education about this extraordinary art form."
?? Laura Inghirami, blogger and educator, stresses the importance of listening: "To attract more young people, we must first listen. Understanding their language and values is key." She calls for breaking down barriers and engaging with young talents based on their potential, not just their age.
Adapting for the Future
We need to adapt if we want to connect with and inspire young people. That means:
? Listening to what matters to them
? Using the right platforms and communication styles
? Showcasing that our industry is not just creative and innovative but also aligned with the values they care about
The future of our industry depends on it. What do you think—how can we make the jewelry industry more appealing to young professionals?
#JewelryIndustry #FutureOfJewelry #GenZ #JewelryCareers #Sustainability #Innovation #JewelryDesign #NextGeneration
A special thanks to Sarah Kobak , Alba Cappellieri , Aylin Gozen Laura Inghirami and Marijke Mul . I also applaud the team of VICENZAORO - ITALIAN EXHIBITION GROUP for inviting over 500 young students to attend the opening of the VicenzaOro January edition, well done! Matteo Farsura
And of course to World Jewellery Confederation - CIBJO and Federatie Goud en Zilver for their fantastic job in our industry.
About the author:
With over 30 years in the jewelry industry, Esther has seen it all—trends that come and go, brands that rise and evolve, and the stories that make jewelry so much more than just adornment. Since 2013, she’s been running Bizzita, her jewelry blog where passion meets expertise.
She coaches jewelry professionals, teaches brands and artisans the art of storytelling, and occasionally steps into the role of a B2B jewelry influencer on LinkedIn—but only when it truly aligns with her voice and values. Esther also writes for trade magazines worldwide, sharing insights, trends, and the kind of industry wisdom that only comes from years of deep experience (and a love for a great piece of jewelry).
#JewelryStories #Bizzita #JewelryIndustry #JewelryCoach #Storytelling #JewelryMarketing
I agree, there is a huge gap from new generations who need to get involve in these industries. These industries need them badly.
Watchmaker, Clockmaker & Horological Technician / Restaurateur
5 天前Something we are also aware of is the lack of education that exists in our industries, which we are also doing, so we have been working on the creation and opening of a new watchmaking institute, which we also have in mind in the future to extend courses for jewelers and jewelry designers, but more initiatives like this are needed around the world.
Watchmaker, Clockmaker & Horological Technician / Restaurateur
5 天前It doesn't matter if they are young or middle-aged. The industry needs to offer careers with excellent salaries and working conditions. I am expressing myself as a businessman and entrepreneur with the same concern, and the way I try to preserve both the jewelry and watch industries is by offering careers with excellent salaries, not just good salaries, but also good conditions, great work environment, health insurance, 30 days of PTO, breaks during the day, family support, without having to work Thanksgiving, Christmas, holidays, weekends, etc. Not only are social networks important, which I completely agree they need to have a strong presence and influence, but also word-of-mouth message influence. Something that our industries need to keep in mind and take advantage of is the fact that all other job markets are crowded, nowadays in any career, wherever one candidate is, there are thousands of other candidates applying at the same time for the same job, lawyers, doctors, nurses, engineers, architects, etc. In our industries the opposite happens, around the world there are thousands of jobs available looking for candidates for these vacancies, jewelers, watch technicians, jewelry salespeople.
Marketing Strategist and Consultant - ISTANBUL . DUBAI . LONDON -
5 天前Dear Esther B.J. Ligthart thank you for featuring my perspective! The jewellery industry is indeed a world of endless opportunities, where heritage meets innovation. Inspiring young professionals is key to shaping its future, and I’m excited to see more talents discovering its potential… Great insights throughout the article!
Assistant Professor at Fashion Institute of Technology
5 天前We've been supporting our industry here at FIT for 49+ years...and our enrollment numbers are currently increasing. We have been addressing the question, "where are our future jewelry industry leaders coming from" here and I feel we've done a pretty impressive job of nurturing and exposing our students to the endless possibilities of a career in jewelry...but all of our efforts would have been in vain if not for the continued and unflagging support from our global community of colleagues and friends.