He's taking a very straightforward approach.

As the jewelry industry frets about how to appeal to millennials, who don't always seem to hold diamonds in the same regard that older generations do, Colorado jewelry designer Todd Reed isn't content to sit and ponder the issue.

He's asking the target market directly, the Daily Camera reports. 

Boulder-based Todd Reed Jewelry has started a nationwide "listening campaign" to find out what the younger generation really thinks, according to the newspaper.

Reed has noted that millennial customers are often less interested in diamonds as a status symbol and more concerned with getting something unique. They sometimes tell him, "I want something really cool that doesn't look like I've spent a lot of money," the Daily Camera reports.

Margot Ricci  said she and her fiance, Austin Bush, were happy to be among the first half-dozen couples in Boulder to be part of one of the jeweler's listening events. She said she appreciated the fact that "someone wanted to tell a positive story about me as a millennial."

Todd Reed Jewelry also recently announced the launch of its Forged Your Own Way bridal set giveaway. The one month digital campaign, which was set to launch on Feb. 14, asks millennials to submit a short video detailing how they are forging their own way in life and love. The winner, to be announced in April, will receive a complimentary set of wedding bands.

Read more at the Daily Camera

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