De Beers is hoping a personalized experience will entice Millennials to buy diamonds.

De Beers is hoping a personalized experience will entice Millennials to buy diamonds. Their new NYC flagship store features a ‘For you, Forever’ service where clients can shop in intimate, private rooms and customize jewelry by diamond and setting. This effort is part of the diamond industry’s campaign to market to financially-strapped Millennials who aren’t buying diamonds like the generations who came before them. According to De Beers, Millennials are “invested in the diamond dream, but they don’t like being told what to do.” (brandchannel)