The U.S. marriage rate is stuck at historic lows, but sales of engagement rings at Tiffany & Co. have jumped 11% this year, snapping three years of declines.

The reversal has little to do with new products or prices. Instead, the 181-year-old jeweler has changed the way it talks to customers, with advertisements that feature more minorities and same-sex couples. It’s a big departure from the Tiffany ads of yore, with model-perfect Caucasians in poses of marital bliss.

“We had played it a bit too conservatively,” said Alessandro Bogliolo, a retail industry veteran who took over as Tiffany’s chief executive in October. “You have to take some risks and evolve the brand.”

According to the U.S. Census Bureau, 48% of American households are married, down from 78% in 1950. That has been a challenge for a business that gets a quarter of its sales from engagement rings and wedding bands.

So far, the new CEO’s efforts to breathe life into the brand seem to be working. Tiffany’s comparable sales from e-commerce and stores open at least 12 months rose in the most recent holiday period, the first quarterly gain since October 2014. They picked up steam in the quarter ended April 30, gaining 10%, while net income jumped 53% to $142 million.