Local Jeweler Blames Millennials and the Internet for Store Closing

A local jeweler closed its doors last month, blaming millennials and the internet.

The thing is, I’m sure they were a knowledgeable store, but the internet has been changing the game for 20 years now. And millennials don’t buy jewelry the same way as past generations.

Knowing these things, what promotions did they run? Did they cross-promote with other retailers targeting the same market? What media did they use? What kind of innovative ideas did they test? Did they shift the product line to appeal to different consumers? What was the USP?

How did they differentiate? It’s better to be different than better.

Maybe they did these things. We don’t know. Just seems a little off to blame millennials and the internet.