SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysNRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
EditorsOct 31, 2011
The malaise of the ‘Millennials’
In the four years I’ve worked here, much has been said about the generation labeled as “Generation Y” or the “Millennials” and its importance to the jewelry industry. As just one example, I penned this article in August 2010 on...
In the four years I’ve worked here, much has been said about the generation labeled as “Generation Y” or the “Millennials” and its importance to the jewelry industry. As just one example, I penned this article in August 2010 on how the size of the Millennial generation is poised to have a big impact on the bridal market.
When I wrote that article, we were in the midst of an upswing, and the pervading sentiment was that a 100 percent recovery was just around the corner.
More than a year later, we can see that this is not the case. Unemployment remains high and many young adults, some just fresh out of college, are struggling just to find a full-time job and scrape together the necessary funds for a security deposit on their own apartment.
Forget spending $4,000 or more on an engagement ring to pop the question and then putting a down payment on a house.
A recent article in New York magazine titled “The Kids Are Actually Sort Of Alright” and written by a 27-year-old New York staff writer presented some eye-opening statistics in this vein, showing just how deeply members of the Millennial generation have been impacted by the downturn.
To wit: 14 percent of those who were members of the undergraduate classes of 2006 to 2010 can’t find full-time work, and only about half (55 percent) of those aged 16 to 29 have jobs. Many young people (ages 25 to 34) have moved back in with their parents since the start of the recession, and the majority of Americans think this current crop of 20-somethings won’t be better off than their parents.
After reading the New York magazine article, I checked in with industry analyst Ken Gassman, a contributor to my Millennial brides story, to see if he’s revising his outlook on this generation.
What he told me is this: 2009 jewelry sales data by age of shopper shows that Millennials continued to spend their money on jewelry. The acquisition rate for diamond engagement rings held steady at 75 percent of all brides, though the average ticket for said rings fell by about 10 percent.
The 2010 data won’t be available until sometime in late November but Gassman is betting that those current trends won’t hold.
Interestingly enough, he also noted that he recently revised his wedding forecast downward in the past
Editors' Picks
Sponsored by
month or so. This is in line with statistics presented in the New York article, which stated that the median age of first marriages increased by a solid year since 2006, and that the overall marriage rate is at an all-time low.
It makes sense. After all, it seems like not being able to find a full-time job and move out of your parents’ place--the normal, and up until now, unconditionally accepted touchstones of transitioning into adulthood--puts a real crimp in your social life.
The New York article also raised, in my mind, the question of how this generation will view material possessions, including jewelry, when, and if, the economy begins to pick up again. One author interviewed for the story said that the recession has brought about a pronounced decrease in materialism in this particular generation. It’s a group that can experience books, movies and music without having to actually own them and that is perfectly alright with them.
Millennials, as the story’s author puts it, are “onboard” with having “less stuff,” perhaps making it less of a gold mine (no pun intended) of jewelry buyers than originally thought.
More on Editors
The Latest
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
CollectionsApr 22, 2026
British Museum Curator Pens Book on ‘The Tudor Heart’Rachel King’s book dives into the history of the pendant believed to have belonged to Henry VIII and his first wife, Katherine of Aragon.
Events & AwardsApr 22, 2026
Here’s What Sy Kessler Has on Tap for Las Vegas The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.
WatchesApr 21, 2026
Coco Chanel Enters the Game with New Watch CollectionGabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.
IndependentsApr 21, 2026
Meet Jewelers of America’s 2026 ‘20 Under 40’ ClassThe annual list honors rising professionals on the retail and supply sides of the jewelry industry.
CrimeApr 21, 2026
Customs Nabs 1,500 Pieces of Counterfeit Jewelry Bound for NYCSeized in Kentucky, the packages include fake Cartier, Tiffany & Co., Chanel, and Fendi jewelry.
CrimeApr 20, 2026
Queens Man Convicted in Bludgeoning Death of Pawn Shop OwnerRodolfo Lopez-Portillo faces 25 years to life in prison after being found guilty in the March 2022 beating death of Arasb Shoughi.
TrendsApr 20, 2026
Beth Bernstein, Sonia Esther Soltani Pen New Jewelry Book“Jewelry Creators: Dynamic Duos and Generational Gems” highlights the relationships among 22 influential designers, brands, and gem dealers.
Events & AwardsApr 20, 2026
Atlanta Jewelry Show’s Spring Event Is Hitting the RoadThe AJS Spring 2027 show will be held in Savannah, Georgia, with future shows taking place in other Southeast cities.
MajorsApr 20, 2026
Kendra Scott Names New CFO, Chief Business OfficerThe jewelry retailer plans to open 20 new stores this year and expand into new product categories.
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
MajorsApr 17, 2026
QVC Group Files for Chapter 11 BankruptcyThe retailer reported an 8 percent decline in annual sales as it struggles under the weight of billions of dollars of debt.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
