homeWelcome, sign in or click here to subscribe.login
     


 

 

Business


Subscriber content preview

January 10, 2017

Millennials buy diamonds but not like mom and dad

By JOSEPH PISANI
AP Business Writer

NEW YORK — Instead of romantic proposals and engagement rings, the commercials trying to sell a new generation on diamonds show young couples rolling around on a bed, arguing in a car and even questioning whether they'll ever marry.

The ads are one way the diamond industry is trying to reach millennials, the under-35-year-olds who may be more focused on paying off student loan debt than buying diamonds and getting hitched.


 
. . .


To read this story in full login or purchase a subscription.




Email or user name:
Password:
 
Forgot password? Click here.