AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
EditorsJan 16, 2014
Love but not necessarily marriage
I don’t know why but I’ve always been fascinated with demographics and the differences among the generations: what were the cultural influences that shaped the ideals of those in their 60s versus those in their 20s and 30s.
As I learned in doing the story, researchers anticipate 2.2 million weddings this year, 2 percent more than there were in 2013.
The marriage rate, overall, declined immediately following the recession but now seems to be bouncing back to pre-recession levels, though it’s still not what it was in the late 1970s through the early aughts, when there were as many as 2.5 million marriages a year, U.S. Census Bureau data shows.
Certainly, many marriages during this time frame is attributable to the fact that this is when many of the baby boomers, the large post-World War II generation born between 1946 and 1964, would have been getting married.
But this begs the question, what happened to all of their kids, the generation known as the Millennials or the Echo Boomers? Following many of their parents’ marriages in the 1980s, many members of this generation are now their 20s and even early 30s. What’s keeping them from tying the knot?
Among the easy answers, as I am sure you have read before, are the recession, which caused people to delay marriage because of financial uncertainty, and the increase in co-habitation among young people, which has become more socially acceptable.
It’s almost interesting to note, however, that young people today--not just members of the Millennial Generation but of those above it, Generation X, of which I am a (very young) member--take marriage very seriously.
Last March, the National Marriage Project at the University of Virginia published a report called “Knot Yet” examining the benefits and the downsides to what they term “delayed” marriage in the United States. (In the interest of full disclosure, I will mention that this report was sponsored by The National Campaign to Prevent Teen and Unplanned Pregnancy and also explores the increasing number of children born out of wedlock.)
In the report, they got into the rising average marriage age in the United States, which now stands at about 28 for men and 25 for women, and the whys behind it, noting that, “Marriage has shifted from being the cornerstone to the capstone of adult life. No longer the foundation on which young adults build their prospects for future prosperity and happiness, marriage now comes only after they have
Editors' Picks
Sponsored by
moved toward financial and psychological independence. It’s not hard to understand this mindset, especially given that many of today’s young adults are children of divorce and express worry about divorce themselves; they view marriage as something that should not be undertaken without a suitable exit strategy.”
They also view marriage as more than just: I’ve reached this age therefore I must now select a husband or wife and move on to the next phase of my life.
They want to get married--they don’t view the institution as outdated--but they are looking for that ideal person to marry, a soul mate if you will. If they haven’t found him or her yet, so be it.
As one 37-year-old male friend of mine, who falls squarely into Generation X, put it: “I want to make sure it’s right and not rush into anything and honestly don’t think I’ve even felt close (to finding the right person) ... Why rush into something [because] people think you should be married by a certain age ... And then get divorced or, like most of my friends, just [be unhappy].”
He said “no way” when I asked him if getting married is something he felt like he had to do. “Getting married to get married, that’s not fair to either person or the families.”
A woman 10 years his junior who lives in an entirely different part of the country expressed a similar sentiment. “I think a lot of my friends are making absolutely sure they are with the right person by spending more than a few years together before deciding to get married,” she said.
Retailers, I would be curious for some of your input on this, as I am wondering how much it varies by region.
Are the couples you are seeing today older in general? If so, how does that impact their ring choice? And, are they a different shopper with different expectations and attitudes about the entire ring buying/marriage process as a whole?
They also view marriage as more than just: I’ve reached this age therefore I must now select a husband or wife and move on to the next phase of my life.
They want to get married--they don’t view the institution as outdated--but they are looking for that ideal person to marry, a soul mate if you will. If they haven’t found him or her yet, so be it.
As one 37-year-old male friend of mine, who falls squarely into Generation X, put it: “I want to make sure it’s right and not rush into anything and honestly don’t think I’ve even felt close (to finding the right person) ... Why rush into something [because] people think you should be married by a certain age ... And then get divorced or, like most of my friends, just [be unhappy].”
He said “no way” when I asked him if getting married is something he felt like he had to do. “Getting married to get married, that’s not fair to either person or the families.”
A woman 10 years his junior who lives in an entirely different part of the country expressed a similar sentiment. “I think a lot of my friends are making absolutely sure they are with the right person by spending more than a few years together before deciding to get married,” she said.
Retailers, I would be curious for some of your input on this, as I am wondering how much it varies by region.
Are the couples you are seeing today older in general? If so, how does that impact their ring choice? And, are they a different shopper with different expectations and attitudes about the entire ring buying/marriage process as a whole?
More on Editors
The Latest
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
Weekly QuizAug 27, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
CrimeAug 27, 2026
Customs Seizes Nearly 900 Pieces of Counterfeit JewelryThe package, intercepted in Indianapolis, contained fake Cartier, Tiffany & Co., and Van Cleef and Arpels jewelry.
IndependentsAug 27, 2026
Jessica McCormack to Open First West Coast StoreThe new location in Costa Mesa, California, marks the brand’s second store in the United States and fourth standalone location worldwide.
FinancialsAug 27, 2026
Movado’s Q2 Sales Up As Younger Consumers Take Interest in WatchesThe fashion watch category was once threatened by the Apple Watch, but consumers are now opting for new wearables, said Movado’s CEO.
SurveysAug 26, 2026
5 Jewelry Insights From The RealReal’s Resale ReportThe report delves into trending styles, the most popular jewelry brands by city, and why Belle Époque jewelry could be the next big thing.
Lab-GrownAug 26, 2026
AGTA Now Requiring Members to Call Lab-Grown Gems ‘Synthetic’The association added the requirement to its revised "Code of Ethics" and released the 17th edition of its “Gemstone Information Manual.”
SurveysAug 26, 2026
Consumer Confidence Dips in August Amid Anticipatory Anxieties Respondents were concerned about the future of the labor market and their income as well as the rising prices of gas and groceries.
TrendsAug 26, 2026
Boucheron’s New Campaign Celebrates Its ‘Question Mark’ NecklacesThe campaign highlights the asymmetrical high jewelry necklace style that the jeweler first created in 1879.
Events & AwardsAug 26, 2026
Harry Winston Exhibition to Open in ShanghaiIt will explore the life of “The King of Diamonds” and showcase more than 165 creations from the brand.
CrimeAug 25, 2026
Florida Woman Scammed Out of $1.5M in Jewelry, Precious MetalsTwo suspects have been arrested in connection with the complex phone scam.
ColumnistsAug 25, 2026
Proof Before Purchase: The Gen Z Way to BuyIn her first column for National Jeweler, Jennifer Shaheen asks jewelers if they know how to connect with the next generation of consumers.
Events & AwardsAug 25, 2026
SSEF Opens 2026 Applications for Gemology Education ScholarshipsThe annual awards cover tuition for an on-site educational course at the Swiss lab, as well as flights and lodging.
TrendsAug 25, 2026
Brent Neale Celebrates Blackberry Farm’s Anniversary With JewelryThe jeweler partnered with the Tennessee resort to honor its 50th anniversary with limited-edition blackberry pendants and earrings.
