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 timeless appeal even though it’s rooted in modern aesthetics,” says Vanessa Gade, a 34-year-old designer who started her company eight years ago.Twine & Twig designers and sisters Elizabeth Stafford White and Jacquelyn Stafford BucknerThe San Francisco–based Gade says she sees a shift in how t

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