ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
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
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
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
CollectionsJul 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
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 & AwardsJul 28, 2026
The Edge Funding 2 Scholarships Via 24 Karat Club SEUS The scholarships will go to early-career professionals looking to study gemology, bench work and jewelry design, or store operations.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
SourcingJul 27, 2026
‘Rubies’ Goes on Display at Harvard MuseumThe exhibition reveals the gemology, geology, and cultural history of the iconic red gemstone.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
