Lines of the Times: Appealing to the Millennial Shopper



How ­designers are ­connecting to ­millennial ­jewelry shoppers more organically than everToday’s young adults communicate and consume differently than any other age group, so it makes sense that they shop for jewelry differently. A new crop of millennial designers is redefining the look and feel of fine ­jewelry by embracing a throwback aesthetic that prizes rustic, sustainable, and handmade over cookie-cutter glitz. With compelling backstories and a wide reach on social media, this new generation of designers is garnering attention—and sales.“I strive to make jewelry that has time
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