The chapter explores the evolving relationship between jewelry and Generation Z, the emerging consumers that will define the future of the luxury market. The research investigates the needs, preferences, and values of GenZ, providing insights for brands aiming to connect with younger generations. First the chapter highlights the importance of understanding the end consumer by identifying their needs, observing their behaviors, and interpreting data-driven insights. Then it delves into the research methodology developed by the JADIS research group of the Politecnico di Milano to support the study of GenZ, focusing on the distinctive traits of this generation. Special attention is given to the impact of GenZ on the jewelry sector, analyzing how their values influence product design and sustainability. This chapter provides an in-depth understanding of how brands can engage with GenZ, while emphasizing the critical role of creativity, responsibility, and sustainability in shaping the future of jewelry.