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When your product becomes part of someone’s grief journey, it becomes more than jewelry. It becomes memory they can carry.
As Millennials increasingly become the decision-makers in memorial planning—whether for parents, grandparents, partners, or even beloved pets—the memorial industry is experiencing a cultural and generational shift. Gone are the days of cookie-cutter keepsakes or overly somber symbolism. Instead, Millennials seek meaningful, modern, and personal ways to honor their loved ones—and memorial jewelry is at the forefront of that demand.
Whether you're a funeral home, memorial retailer, or artisan maker, learning how to market memorial jewelry to Millennials is essential. In this guide, we’ll explore what motivates this generation, how their values influence purchase decisions, and which strategies can help you connect with them in an authentic, effective way.
Why Millennials Are a Key Audience
Born between 1981 and 1996, Millennials are now aged 29–44. They are:
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The largest adult generation in the U.S.
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Experiencing increasing loss—of parents, pets, and older relatives
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Leading cremation planning and alternative memorialization decisions
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Digital natives who rely on social proof, visual content, and values-driven brands
They’re also more likely to prioritize personal meaning, aesthetic design, and sustainability over traditional expectations.
What Millennials Value in Memorial Products
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Emotional Authenticity
Millennials want to feel emotionally connected to what they buy. Marketing that centers around healing, storytelling, and tribute—rather than just product specs—is more likely to resonate. -
Design and Discretion
They prefer memorial jewelry that feels wearable, stylish, and discreet. Subtle pendants, modern bar necklaces, and elegant ring designs are favored over overtly “funeral” aesthetics. -
Sustainability
Ethically sourced materials, eco-friendly packaging, and transparency around manufacturing matter—especially for Millennials who prioritize conscious consumption. -
Customization
Personal engravings, birthstone accents, fingerprint details, or even ash-infusion services help make each piece one-of-a-kind.
Key Marketing Strategies for Reaching Millennials
1. Emphasize Storytelling Over Sales
Use content that tells real stories—why a person chose a pendant to remember their dad, how a pet's memory lives on through a charm. Share testimonials, interviews, or short-form videos with emotional resonance.
Example: “I wear this every day when I walk our old route—it helps me feel like she’s still with me.”
— Customer quote from Oaktree Memorials
2. Use Modern, Minimal Visuals
Keep your branding clean, photography neutral, and product imagery lifestyle-focused. Millennials respond to brands that feel intentional, not flashy.
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Use soft natural lighting
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Photograph jewelry being worn
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Include scale shots to show size and subtlety
Oaktree’s product photography, for example, shows close-up detail shots alongside “in-life” moments—enhancing connection.
3. Lean Into Social Proof
Millennials check reviews, look for tagged content, and want to know how others are using a product.
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Include verified customer testimonials
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Feature UGC (user-generated content) from Instagram or TikTok
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Encourage customers to share their own stories
4. Optimize for Mobile and Social
Make it easy to browse, purchase, and learn on mobile. Prioritize:
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Fast-loading product pages
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Instagram Shops and TikTok product links
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Visual FAQ content (e.g., “How do I fill the pendant?”)
5. Offer Payment Flexibility
Millennials often appreciate buy-now, pay-later options—especially when investing in higher-end or gold pieces.
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Integrate services like Shop Pay or Afterpay
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Highlight financing during product selection
6. Create “Gifting” Moments
Millennials are often purchasing for others: siblings, parents, or even gifting themselves something symbolic. Position jewelry as a gift of remembrance, not just a transaction.
Examples:
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“A necklace to wear on your wedding day”
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“Something small to share with your siblings”
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“Because your best friend was family, too”
Channels That Work Best
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Instagram and Pinterest for visual inspiration
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TikTok for real, raw stories or jewelry unboxing
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Email Marketing for storytelling and education
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SEO Blog Content for guides like “How to Wear Cremation Jewelry” or “10 Personalized Memorial Gifts”
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Collaborations with influencers or creators who specialize in grief, healing, or minimal style
Product Tips to Appeal to Millennials
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Offer non-traditional shapes: circles, geometric forms, teardrops
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Use materials like rose gold, black stainless steel, or matte finishes
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Provide gift packaging with optional custom notes
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Allow engraving on both front and back
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Include subtle ways to hold ashes: screw-top, chamber-inset, or resin-fused
Sustainable and Ethical Practices That Matter
Millennials want to know what they’re supporting:
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Are your materials ethically sourced?
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Do you use recyclable packaging?
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Can a portion of proceeds support mental health or grief nonprofits?
Consider a “Giving Back” section on your website or include origin stories about how the jewelry is made.
Case Study: What Works
Oaktree Memorials saw increased engagement after launching a campaign centered on “Wear Their Memory”—featuring customers describing the first time they wore their pendant. With soft visuals, personal captions, and light product linking, the campaign built trust, engagement, and repeat purchases—especially from buyers under 40.
Final Thoughts
To market memorial jewelry to Millennials effectively, you need to do more than sell—you need to connect. This generation wants meaning, style, and a sense of emotional alignment with the brands they support. When your product becomes part of someone’s grief journey, it becomes more than jewelry. It becomes memory they can carry.
By focusing on design, storytelling, accessibility, and values, you position your brand not just to reach Millennials—but to truly resonate with them.
At Oaktree, we believe in honoring memory beautifully—and that starts with understanding the people we’re here to serve. Millennials included.
Our Best Selling Collection
Frequently Asked Questions
What are the shipping options for my memorial?
Oaktree offers free nationwide shipping on all urns and cremation jewelry items, with delivery typically taking 2-5 business days, including processing time. Need it sooner? Expedited shipping (overnight or 2-day) is available at checkout for an additional cost, and we will also prioritize processing for faster delivery. If you need international shipping, please contact us first to confirm availability and rates.
How long will it take for my engraved item to arrive?
Engraved urns and cremation necklaces require an additional 1-3 business days for personalization before shipping. If you need faster delivery, please contact us—we’ll do our best to expedite processing and accommodate your timeline. Expedited shipping options are also available at checkout to ensure your memorial arrives as soon as possible.
What do I do if I never received my order?
If your order hasn’t arrived within 10 business days, please contact us so we can track your shipment and resolve any issues. We’ll ensure your memorial reaches you as soon as possible.
What do I do if I received a defective order?
If your order arrives damaged or defective, contact us right away. We take pride in our high-quality craftsmanship and will work quickly to replace or repair your item at no additional cost.
Can I return my urn or cremation necklace? What is your return policy?
Oaktree offers a 100-day return and exchange policy for non-engraved items. Due to personalization, engraved urns are final sale and cannot be returned. For full details on how to start a return or exchange, visit our Returns & Exchanges page.
How do I make changes to an urn I’ve already ordered?
If you need to modify an order, contact us as soon as possible. If your urn is already engraved, we may not be able to make changes, but we’ll do our best to accommodate your request before processing.
How are your urns made? Where do the materials come from?
Oaktree’s urns are handcrafted in the USA and Europe using sustainable, locally sourced materials. Our artisans ensure each piece is beautifully designed and built to honor your loved one’s memory with care.
How do I choose the right urn size?
Each product page includes detailed dimensions, weight capacity, and cubic inches to help you select the right urn. As a general guide, 1 cubic inch holds 1 pound of pre-cremation weight. If you need help choosing, feel free to contact us.
Some urns are marked as “sold out.” When will they be available?
Our handmade urns may take a few weeks to restock. If you’re interested in a specific style, contact us for an estimated restock date, and we’ll notify you when it’s available.
Does Oaktree place the ashes into my urn?
Yes, we offer an optional ash transfer service for an additional fee. If you’d like us to handle this process, please contact us when placing your order. You’ll need to mail the ashes to us, and we’ll carefully transfer them into your selected urn.
How do I transfer ashes into my urn?
Cremated remains typically arrive in a sealed plastic bag inside a plastic container. To transfer them, simply place the sealed bag inside your urn. If needed, use a funnel for precise placement. If you have any concerns, our team is happy to assist.
How do I order an engraved urn?
To personalize your urn, select “Yes” under “Would you like your item engraved?” on the product page. If you’d like a custom design beyond standard engraving, contact us and we’ll explore options to create a unique tribute.
Can my urn be shipped directly to a funeral home?
Yes! During checkout, you can enter the funeral home’s address for direct shipping.
Can I customize my urn beyond engraving?
Yes! In addition to engraving, we offer custom design services, including unique finishes, symbols, or artwork. If you’d like to personalize your urn beyond standard options, contact us to discuss customization possibilities.
What materials are Oaktree urns made from?
Our urns are crafted from premium materials such as wood, ceramic, marble, metal, and biodegradable materials. We focus on sustainable sourcing and high-quality craftsmanship to create lasting memorials.
Do you offer keepsake urns or mini urns?
Yes, we offer keepsake urns and mini urns, which are smaller versions designed for sharing ashes among family members or keeping a small portion as a personal tribute.
Can I pre-order an urn for future use?
Absolutely! Many customers choose to pre-order an urn in advance. This ensures availability and allows for customization without time constraints. Contact us to arrange a pre-order.
Do you offer pet urns?
Yes, we provide a range of pet memorial urns designed to honor beloved pets. These are available in different materials and sizes to suit dogs, cats, and other pets.
How do I clean and maintain my urn?
Urns require gentle care to maintain their beauty. Use a soft cloth and mild cleaner for metal or ceramic urns. Avoid direct sunlight and moisture to preserve wood urns. Contact us for specific care instructions based on your urn’s material.
Can I travel with an urn? Are they TSA-approved?
Most Oaktree urns are TSA-compliant, making them safe for air travel. Choose a non-metal urn to ensure easy screening. We recommend carrying the urn in your carry-on bag and bringing the cremation certificate from the funeral home.
How do I track my order?
Once your order ships, we’ll send you a tracking number via email. You can use this to monitor the shipment status. If you don’t receive tracking details, contact us for assistance.
How do I contact Oaktree if my question isn’t answered here?
We’re happy to assist! Visit our Contact Us page to reach us via email, chat, or phone. Our compassionate team is ready to help.