Diamond Futures

Millennial consumers turn away from tradition, scoff at ostentation, and fear commitment. So will they still want diamonds?No word is more connected to diamond marketing than forever. But when the Diamond Producers Association started surveying millennials about their attitudes toward diamonds, the findings were startling: They didn’t relate to the forever concept the same way older consumers did. “For younger millennials, forever is not an end in itself,” says DPA strategic consultant Emmy Kondo. “They are used to constant flux. They don’t expect to work at a company for 20 years and get a gold watch. To them, there is an artificiality in thinking of forever as being the ultimate goal in a relationship. They are more interested in the journey, and if it is forever, all the better.” That is just one challenge the DPA, and the larger industry, faces in marketing diamonds

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