Like de Beers! Joking obviously. I am technically a millenial, as I graduated high school in 2000. I am admittedly one of the shameful diamond buyers. Never thought I would, but there's something satisfying about the self-sacrifice of spending a puke-inducing sum on a ring for a person whom you believe deserves it. I wouldn't try to explain myself, because I'm not sure I could. However, I bought a custom piece from a local jeweler who happens to be an old friend of mine, and it felt good (even if >60% of the price was for the center diamond that probably has a resale value of half what I paid for it).In its 2015 Global Corporate Sustainability Report, Nielsen found that 73 per cent of millennials would spend more on a product if it came from an ethical brand.