Skip to content

MILLENNIALS RING THE CHANGES

written by Lucy Farmer


‘A Diamond Is Forever’, says the slogan of the century, written for De Beers in 1947. It was these four words that bound the promise of eternal love to a sparkling stone, and made the diamond ring a rite of passage for betrothed couples the world over. But, as retail sales of diamonds slow and millennials challenge the enduring symbolism of this prized jewel, a diamond perhaps isn’t forever any more.