A selection of bracelets from “The Influencer Collection” from Royal Chain, launched to directly target the millennial and Gen Z demographics with minimal designs and lower price points.
New York—Royal Chain is targeting millennials and Gen Z with a new collection, and it’s not trying to be subtle with its efforts.

The gold jewelry supplier has launched “The Influencer Collection,” directly targeting the social media- and-selfie-obsessed members of the generations.

The 52-piece collection features 14-karat gold items ranging from novelty pieces to trendy designs with a “next-gen vibe,” with prices starting as low as $85.

The designs are minimal and meant to be stacked and layered, Royal Chain said, representing a departure from their latest gold collections, comprised mostly of statement gold pieces, like those in its recently launched 40th Anniversary collection.

The Influencer Collection is available now and can be ordered by visiting Royal Chain’s website or calling 800-622-0960.

The collection also will be on display at JCK Las Vegas.

Royal Chain said it will introduce more styles to the collection during the show as well as other subsequent jewelry trade shows.

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