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Marrying Millennials

The bridal solution for Gen Y

You know a demographic is just too big to be ignored when pro football teams start catering to it. This year, the San Francisco 49ers have begun tackling the challenge of coaching their newest recruits, Millennials, the generation of 18- to 34-year olds taking the world by storm. As a retailer, you need to take a play from the 49ers’ playbook and think about ways you can reach Gen Y. And we’re here to help. Last month, we shared five tips for getting Millennials in your store. Today, we’ll tell you how Ever&Ever, Stuller’s newest bridal offering, appeals to this high-spending group.


Millennials represent our present and our future, but this generation loves styles that hearken back to the past. Rather than asking granny to hand over her engagement ring, though, prospective grooms are looking for new rings with vintage looks that can be customized to meet their exact specifications. Ever&Ever offers an assortment of traditional styles that fit the bill.


Of course, young brides aren’t completely eschewing on-trend styles. Just as many want engagement rings that reflect the new and popular. Morgan Bares, Stuller’s Bridal Product Manager, explains, “The two-tone look is definitely in right now; we’ve seen it at all the major shows and all over Hollywood. New brides like the idea of mixing and matching metals to create something completely unique.” Fortunately, Ever&Ever offers the two-tone look that many contemporary brides are choosing.



No matter which style they choose as a starting point, Millennials aren’t content to buy off the shelf. They want an engagement ring that reflects their uniqueness. This is a generation that cares deeply about social issues, but it’s also the generation that made “selfie” the Oxford Dictionaries’ 2013 Word of the Year. Critics call selfies narcissistic; fans call it authentic. Whichever side of the fence you’re on, there’s no denying that Millennials have a clearly defined sense of self that they want to see displayed in their purchases.

That’s why customization is a must for this crowd. Ever&Ever offers 122 flexible 3C styles, each one representing 1,000 unique styles that you can create on For the couple wanting even more than options than even can provide, these rings can be further modified with CounterSketch Studio® or through our CAD/CAM department. With a few clicks of a mouse, your Millennial couple will be taking a selfie with their newly customized engagement ring.

Social Media

But what good is a selfie without a way to share it with the world? Millennials are the most connected generation in history. They share the noodle bowl they ate for lunch on Instagram. They share vacation photos on Facebook. They pin e-cards on Pinterest. Of course they want to share this most momentous occasion with everyone they know. Ever&Ever shares pictures through their Instagram and Facebook accounts and encourages Ever&Ever brides to do the same.


With all the benefits of Ever&Ever and a complete package of consumer marketing materials, including ads, billboards, social media posts, emails, poster images and more, you’ll reach this key demographic in a whole new way.

What are Millennials buying in your store? How do you appeal to their preferences? Share your experiences in the comments section.


Jennifer Bullock

I've been with Stuller since 2011 • LSU grad. Geaux, Tigers! • Taught high school English and history for six years • Get lost everywhere I go. Everywhere. • Best vacation ever: Austria • Life-long goal is to visit every continent.