Despite the rumors that many couples are holding off on wedding plans, it seems that people are, in fact, getting married just as frequently as they did in boom times. A June 2009 study conducted by the Jewelry Consumer Opinion Council (JCOC) showed that 71% of respondents plan to proceed with weddings, despite the recession. “We’re still getting orders,” says the vice president of Michael B., Matthew Bogosian. “Sometimes, in bad economic times people realize they can’t go it alone. Love is in, and really I don’t think it ever goes out of style.” Bogosian openly admits that his company’s other categories are feeling the effects of the economy, but bridal jewelry, he notes “has fared much better.” Michelle Adorjan, director of PR and strategic planning for Tacori, attributes the relative consistency of the bridal business to the high percentage of the population at marrying age. “Today, the average age people get married is a little above 27 for women and 29 for men,” she states. “Millennials, the children of baby boomers, are hitting those ages.” To that end, Adorjan reveals, “We did a lot of market research going in to JCK, and found that bridal is the business to be in.” Well, the bridal jewelry business, that is. Other segments have not fared as well. When it comes to weddings—often the priciest event of people’s lives—couples are scaling back. According to market research firm The Wedding Report, spending on food service during the reception (generally the largest chunk of the budget) fell by 53%. Likewise, brides spent 31% less on their wedding dresses (another big ticket item). Couples are also spending more conservatively on extras, such as gifts and bridal accessories. Osnat Gad, owner and CEO of OGI Ltd., reports that even though her company’s overall sales decreased minimally (a mere 0.66% drop from 2008), “We sold hardly any diamond necklaces and earrings to brides in 2009.” According to The Wedding Report, the average price of attendant gifts fell by 34% last year.