Hold my avocado, I have an industry to kill.

Since 1947, the diamond industry has made a large part of its money off the back of the wedding industry, the “engagement ring of choice” after De Beers first launched its famed “A Diamond is Forever” campaign.

So, as WWII veterans returned home, they got hitched and began the post-war baby boom.

Being raised with the same marketing message, seemingly immortalised by the likes of Shirley Bassey and James Bond, generations that followed also chose diamonds, but with their own spin on tradition by going bigger and bolder.

But now things have come to a grinding halt, all thanks to Millennials, explains Forbes:

The problem with millennials is not just that they aren’t getting married at anywhere near the rate of the three preceding generations, but also many millennials are skeptical about the diamond engagement ring tradition.

They don’t buy the industry’s suggestion that a groom should spend three times his monthly salary on an engagement ring. With their dedication to making informed and educated purchases, they troll the web researching where they can find stones for less.

Furthermore, their drive for self-expression often translates into a distaste for doing what the “old folks” always have done. They seek out their own expressions and to establish their own personal traditions, which may make a coloured stone their pick. Or with their propensity to indulge in experiences, they may forego an engagement ring entirely now to indulge in an extravagant honeymoon, figuring they can wait for a diamond if they want one eventually.

So all we are looking for is something unique that’s not that expensive, and doesn’t necessarily involve a diamond?

Well, Diamond Jewellery International is on it:

One of Africa’s premier destination jewellery stores, situated in Johannesburg and Cape Town, Diamond Jewellery International goes beyond the retailing of precious jewellery by having onsite designers, master goldsmiths, gemologists, CAD specialist and 3D printers, to give you a transparent view of the time and effort that goes into every single piece of jewellery.

With onsite setting and sizing, they can design and craft bespoke pieces on the spot, which makes your purchase a truly memorable experience.

And, with 40% off you don’t need to save “three months worth of salary”.

Hallelujah for all, including the Millenials.

[source:forbes]