Millennials and pirates have a lot in common. Typically, both are adventurous, dislike the elite—and deeply desire gold. Edahn Golan, an acclaimed jewellery industry analyst, notes millennials are spending more on jewellery than any other age group of late.
In an effort to increase sales in leading global markets, primarily the U.S., China, and India, De Beers has announced a plan to spend more than US$140 million on marketing. This is the company’s biggest spend since 2008.