Millennials aren’t being charmed by Tiffany’s “old world luxury.” The luxury jewelry brand has experienced decreasing sales over the past six straight quarters, and last Wednesday saw its sharpest decline since 2009.

Millennials aren’t being charmed by Tiffany’s “old world luxury.” The luxury jewelry brand has experienced decreasing sales over the past six straight quarters, and last Wednesday saw its sharpest decline since 2009. Millennials’ lack of interest in brand names and exposure to online deals and “niche” brand options is keeping them away from the retailer. In response, Tiffany has started offering more inexpensive product lines—but analysts say that may not be enough. Millennials are also gravitating towards contemporary and customizable brands that offer more “bang for their buck,” like Pandora and Alex and Ani. (Reuters)