By  on April 30, 2014

Coveted by many marketers and understood by a few, the female Millennial easily garners myriad descriptions: She’s fearless, tough, sweet, epic and the boss. BCBGeneration has managed to capture them all — on a best-selling bracelet.

Retailing from $12 to $26 and offering the option to craft a personalized affirmation out of metal letters, the slim polyurethane bands pop in vivid colors and sassy prints. They also exemplify the knack that Generation’s creative director, Joyce Azria, has for combining a creative idea with commercial know-how, mixed with some fun, cheek and an outlet for self-expression favored by Millennials.

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