Millennials are still buying jewelry, they’re just buying it differently.

Millennials are still buying jewelry, they’re just buying it differently. They’re seeking out sustainable pieces with back stories that “represent [their] values,” and also want personalization in their jewelry box, so they’re opting for unique boutiques over big chains. (Every kiss does not begin with Kay today.) The one thing that hasn’t been totally lost on young customers? The physical store—even though they’re more likely to buy online, when they’re making big purchases (like an engagement ring) “jewelry stores are still relevant.” (Bloomberg)