At least somebody has faith that Gen Z is going to finally start dating each other settle down: a DTC diamond shop is opening up in Georgetown. The shop, Blue Nile, is apparently going to take over the James Allen space at 3109 M St.
But when I looked a little more into it, it turns out that Blue Nile is owned by the same holding company that also owns James Allen. So this is more like a repositioning of a brand strategy than one shop moving in to replace another.
Gen Zer are definitely getting married at lower rates than their elders. But there’s hope it’s just a case of waiting (even) longer to get married. Well once they do, I guess 3109 M St. will be there waiting to sell them an engagement ring.
The Georgetown Metropolitan 
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