By Michelle Graff

Back in the August issue of National Jeweler, we wrote about the need among young engagement ring buyers--particularly those who are part of the generation known as the "Millennials" or "Generation Y"--to have something unique.

Earlier this week, The New York Times picked up the millennials-like-it-their-way torch with this article, featuring the same jewelry manufacturer highlighted in our own story--Gottlieb & Sons. The tagline of the Gottlieb & Sons campaign has been slightly altered since we wrote about it, shifting from "Wear Your Love Story" to "Every Romance Has a Story. Wear Yours." But the message remains the same.

Today's young engagement ring shopper could care less about topping their neighbor's 1-carat diamond with a 3-carat rock. It's not about financially out-dueling your friends and neighbors anymore but having something that's set apart from the ring, wedding, dress, etc. that everybody else is buying/throwing/wearing. It's a trend definitely worth jewelers' time and attention, and one Gottlieb & Sons was wise to acknowledge.

The Cleveland-based company deserves kudos for pointing out to jewelers what's really important to today's bridal customers and turning the conversation away from what jewelers always seem to spend their time worrying about: young people buying online. Forget about those customers that you're not going to get anyway--those who buy most everything online and very infrequently go into any kind of brick-and-mortar outlet, much less a jewelry store. Instead, focus on what the young people who are coming into your store want: something different.

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Since 1906, National Jeweler has been the must-read news source for smart jewelry professionals--jewelry retailers, designers, buyers, manufacturers, and suppliers. From market analysis to emerging jewelry trends, we cover the important industry topics vital to the everyday success of jewelry professionals worldwide. National Jeweler delivers the most urgent jewelry news necessary for running your day-to-day jewelry business here, and via our daily e-newsletter, website and other specialty publications, such as "The State of the Majors." National Jeweler is published by Jewelers of America, the leading nonprofit jewelry association in the United States.