Millennials don’t want Diamonds Since the 1940s, the diamond industry has hitched its wagon pretty solidly to the wedding industry. Since De Beers’ famous “A Diamond is Forever” campaign, diamond engagement rings became the choice of brides to symbolise the life-long commitment that marriage is meant to be. As the generation of millennials has reached the age when previous ones have started to settle down and marry, they showing that they are making vastly .